How Do I Market My Business?

Where do you even begin when it comes to marketing? Check out this list of resources for companies looking to market their businesses.

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White Papers

A Manual for Storytelling in Business

Storytelling for business, whether for marketing, fundraising, hiring, or more, has grown increasingly more important and more prominent. Further, the types of stories that . . .

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White Papers

The Role and Possibilities for Podcasts in Marketing

Curious about how your company can leverage podcasting in its growth strategy? FrogDog’s white paper on the role and possibility of podcasts and podcasting for marketing wi . . .

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Why Marketing Should Be Integrated

Marketing is the culmination of many tactics coming together. Here’s why your business needs an integrated approach to marketing.

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How to Market into the C-Suite

If you’ve determined you need to reach the C-suite with your marketing, here’s what you need to know to market effectively.

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Strategy

Infographic: 5 Pricing Strategies for Special Products and Services

Assessing your best options for pricing strategy? FrogDog has created a quick-reference infographic to help you weigh your best bet among the five pricing strategies best suited to special products and services.

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Infographic: Five Essential KPIs for Recruitment Marketing

Marketing to recruit the best candidates for your company is money well spent—yet you should still ensure you invest wisely. FrogDog's quick-reference infographic will keep key recruitment marketing KPIs top of mind.

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Why You Should Outsource Your Ongoing Marketing to Professionals

Companies with and without marketing staff should outsource ongoing marketing tasks to professionals.

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How to Change Your Marketing in a Crisis

When faced with a crisis, what should you change in your marketing for the short, medium, and long term?

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You’re Not Your Client: How to Assess Your Marketing Plan

You can’t judge a marketing strategy and plan from your own perspective—you need to understand your target audience.

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Should My Company Outsource its Marketing?

Companies looking to expand their current marketing departments or that don’t have marketing departments can outsource their marketing to experts.

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Strategy

How to Craft an Effective Business Story

Why do businesses need stories—and how do they create effective stories that drive results?

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How to Set Your Marketing Priorities

To effectively use your company’s resources when it comes to marketing—and to achieve measurable marketing results—you need to set your marketing priorities.

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Don’t Starve Your Marketing

Nothing thrives when you starve it—including your marketing. Funding marketing pays dividends.

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White Papers

How to Improve Your Company’s Marketing to Achieve Results

Ready to develop a real marketing function for your company for your sanity and the success of your business? This white paper is here to help. Let’s go through a quick mar . . .

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The Critical Difference between Marketing and Sales Support

Lumping sales support into your marketing department hamstrings your sales team’s effectiveness.

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Why You Should Take Off Your Marketing Hat

Why it makes sense to let the experts you’ve hired do the job for which you’ve hired them.

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Marketing Assets and Marketing Channels: The Critical Difference

Marketing assets and marketing channels have separate purposes—and you need both to succeed. Here’s why.

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What Does Your Corporate Social Responsibility Look Like?

Corporate social responsibility has taken businesses to new heights. Do you see it in your company’s future?

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Is Your Company Abandoning Marketing Best Practices?

Contrary to popular belief, the basic principles of marketing have remained the same since the dawn of time.

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Strategy

Brand Awareness? How… Soft.

Think brand awareness isn’t worth the time and effort? Here’s why you’re wrong.

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Marketing as a Dumping Ground

Companies that use marketing departments as catch-alls for work that doesn’t seem to fit into any other department only shortchange themselves.

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Strategy

Hello, Brand Loyalty? Are You There?

The new world order means brand loyalty is on the wane. What can you do?

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Choosing the Right Marketing Channel

What do you need to know to choose the right channel for your marketing efforts?

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Use Multiple Media for Marketing Success

For success in marketing, use multiple media in your marketing mix.

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Vanity Metrics: A Cautionary Tale

Avoid vanity metrics to save time, money, and ensure your marketing achieves your marketing goals.

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Start with Your Goals

Stop thinking about what you should do for marketing. First, determine what you’re trying to achieve.

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How to Break through the Noise

With all the noise out there, how do you get your company heard and seen? How can you break through the clutter?

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Timeline Touchstones for Planning Marketing

You know you need marketing, but you don’t know when to begin. Here are a few timeline touchstones to help.

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How to Focus Your Marketing Budget

The more focused your marketing spend, the more direct and resonant your results.

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Bare-Minimum Marketing

You’re not doing marketing if you’re not doing at least the baseline activities well and consistently.

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The Sales-Marketing Spectrum

Where your company falls on the sales-marketing spectrum matters. Here’s why.

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Strategy

Taking Existing Offerings to New Markets: Three Variables

There are three levels of complexity when companies take existing products and services to new markets.

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What are Marketing Personas?

What are marketing personas? Why do we create them and how are they used? What are their benefits and limitations?

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What You Need to Know to Plan for Marketing

How do you plan for marketing? What do you need to set up your company for success?

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How a Good Marketing Team Saves Time in the C-Suite

Successful executives know the importance of investing in marketing to save time and earn higher returns. This article explains how and why they do it.

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Marketing: A Costly Expense or a Profit-Generating Machine?

Marketing can lead to revenue generation so marketers must take on the challenge and demonstrate how their work is indeed part of the profit center.

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Strategy

Discovering Your Company's Value Proposition

A strong value proposition helps companies crystalize their business goals, develop marketing concepts, and target customers with the right messaging.

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Strategy

When Your Business Needs a Strategy

A strategy is the major objectives, purposes, goals, and fundamental policies & plans for achieving these goals. Learn when and why you need a strategy.

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Strategy

Marketing for Lead Generation

Looking for ways to effectively bring in new leads? Use this marketing strategy to help you achieve your lead generation goals!

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Planning for Growth in Business

Planning is the ongoing management process of choosing the objectives to be achieved during a certain period, setting up a plan of action and maintaining continuous surveillance of results so as to make regular evaluations and if necessary modify the objectives and plan for action.

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Strategy

Marketing Messages that Resonate with Your Customer

Marketing messages are specific short statements that support what your business does best. They tell a consistent story about your company and what makes it so successful.

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When and How to Adjust the Price of Your Product or Service

You’ve chosen a pricing strategy and set the initial price of your product. But you’re not done yet—prices should be adjusted according to changes in the market and competitive landscape.

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Analyzing Your Strengths and Weaknesses to Achieve Growth

To operate successfully in a changing market, a company should plan its future objectives and strategies around its strengths and downplay its weaknesses.

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When Will I See Results on My Marketing?

Marketing takes time, but how much time? How long will you need marketing to run before your company sees results?

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Strategy

Five Pricing Strategies for Special Products and Services

There is no one pricing strategy that works every time. This article reviews pricing strategies for products and services that require special consideration. 

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White Papers

Strategy & Planning Concepts

This white paper focuses on the concepts of planning and strategy. Planning is the ongoing management process of choosing the objectives to be achieved during a certain per . . .

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Strategy

Strategies for Growth

A common goal with companies is growth. This could be growth in sales, assets, profits, clients, resources, personnel or a combination of all of them. Companies that are in industries that are expanding, require growth to survive. Established companies also need growth strategies to increase sales and take advantage of the experience by reducing the per-unit cost of the service or product to increase profits

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White Papers

Price-Setting for Company Growth: Pricing Strategy is Key

What is the optimal price for your product?

This is a difficult question to answer. Determining the most appropriate price for goods and services requires considerati . . .

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Strategy

Why Companies Set Growth as a Primary Business Objective

There are a number of reasons that CEOs want the objective of business growth. FrogDog lists a number of reasons why companies consider this one of their top objectives.

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More Accurate Measurement: Selecting Relevant Marketing Metrics

Many companies struggle to find a good way to prove the value of their marketing efforts. With the right marketing metrics, however, it’s easy to measure your results!

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The Ins and Outs of Cause Marketing

Cause marketing involves a partnership between a for-profit and a nonprofit organization that benefits both parties.

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Strategy

Change is Good: Why You Should Always Challenge the Status Quo

Companies that cling to the status quo will inevitably lose more than just market share; whereas companies that embrace change and take on new risks will often beat out their competitors.

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White Papers

Developing a Competitive Analysis that Works

Few companies have few or no competitors. Even if direct competition is meager, your organization competes with other alternatives in the same space and with the status quo . . .

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Marketing Beyond Digital Ads

It seems all you see are digital ads, but marketing by other means is not dead.

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When Do You Eliminate a Product from your Company's Offering?

A company often will have a portfolio of products where each product is playing a unique role in making the company viable. If a product’s role within the company no longer achieves those goals, it ceases to be important. So what do you do when a product at your company is no longer performing?

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Strategy

Marketing Strategy: Focusing on the Longtail

By implementing a longtail strategy to target an infinite number of niche markets, your business can have mass reach and penetration.

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Strategy

How to Choose the Right Competitive Strategy

Is your business a market leader, challenger, follower, or niche company?

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Marketing Strategy and Marketing Plan: The Difference

What’s the difference between a marketing strategy and a marketing plan? When do you need each?

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Strategy

Three Competitive Strategies for Your Business

There are three competitive strategies that you can implement across your business: Cost-leadership strategies, differentiation strategies, and focus strategies.

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Strategy

How to Develop a Game-changing Competitive Analysis

How to create a competitive analysis that will make an impact on your marketing strategy.

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Strategy

The Right and Wrong Way to Combat Showrooming

How retailers can combat showrooming. And it's not by charging admission to browse.

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Strategy

How to Name Your Next Product

How do you name a product or service to position it for success?

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Make Your Marketing Implementation a Success

You've set goals, created strategy, and determined tactics and budget. What now?

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How to Develop an Effective Mix of Marketing Tactics

How to develop an effective mix of marketing tactics that serve an overarching marketing strategy.

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Strategy

Messaging to Your Audiences

Messaging is the cornerstone of a company’s competitive market positioning. Here's how to tackle it.

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Strategy

Know Your Audience: Market Segmentation and Customer Targeting

Evaluating market segments is critical to marketing strategy development. Here's how to do it.

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Strategy

The Value of Corporate Social Responsibility

Companies face a trend to be more involved with the communities in which they work. Is your company in line?

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Strategy

The Value of Marketing Strategy

Without a coordinated marketing effort, many companies struggle.

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Strategy

The Increasing Importance of the Patient Experience

Hospitals and health systems are rapidly increasing the priority of the patient experience.

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3 Ways to Get Customers Talking

Are your customers talking about your products and services? More importantly, are you making it easy for your customers to promote your products and services?

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Continue the Conversation: Marketing to Current Customers

Current customers are your best prospects. If you keep them happy and continue the conversation, they’re likely to buy again—and they’re likely to recommend you to others.

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How Much Should Companies Budget for Marketing?

As a general rule of thumb, companies should spend around 5 percent of their total revenue on marketing to maintain their current position. Companies looking to grow or gain greater market share should budget a higher percentage—usually around 10 percent.

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White Papers

Mergers and Acquisitions: The Role, Value, and Cost of Marketing and Communications

Corporate leaders, accountants, and attorneys who weigh merger and acquisition opportunities carefully consider balance sheets and potential organizational efficiencies. Ho . . .

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White Papers

What are Marketing and Communications Worth? Measuring Results against Business Goals

In today’s tight economy, more business leaders say they want to see proof of marketing and communications results, but very few companies hold their marketing departments . . .

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Strategy

Marketing in a Down Economy

Economic instability calls for adjustments to business-as-normal. More than ever, marketing needs to be measurable and aligned with a company’s overarching business goals.

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Big picture goals come from knowing and executing the small details. Marketing strategy needs to take into account everything from your industry and customer base to timelines and budgeting. Learn how to assess where your business stands, set goals for where you want to go, and how to make a plan to optimize your marketing outcomes.