A crucial part of user-focused design is eliminating pain points. We go through the process of creating detailed personas so that we can streamline our design and content to fit their individual context. Good personas include webographic information such as device, expertise, and preferred websites, so we better know how to design an interaction that feels Read More
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Building Creative Strategy: The SWOT
Businesses are famous for believing lies about themselves. The SWOT analysis, rigorously done, will serve to disabuse you of misconceptions that could be costing you money and opportunity. How do businesses deceive themselves? By using bad data (they don’t always talk to customer, and when they do, they often don’t ask the right questions) and Read More
SEO For Marketing Managers with More Brains than Budget
Search Engine Optimization (SEO) sits at the heart of inbound marketing. As a manager, you only want to invest so much time in the details of SEO. Yet, you still want to be able to educate other leaders on it and have a sensible conversation with an SEO specialist when the situation arises. This article Read More
How to Do Inbound Without Being a D-bag
Unless you’ve been hiding under a rock for the last 5 years, you’ve watched the shift in marketing toward “inbound.” You’ve probably been around for the soapbox preachers screaming, “CONTENT CONTENT CONTENT!” Maybe you’ve subscribed to the Hubspot (aka inbound King) newsletter. To me, it’s starting to feel like a frenzy. 45% of marketers say Read More
3 Pre-event Strategies for Boosting Trade Show Success
Let’s play Mad Libs! Exhibiting at trade shows is __(adjective)___. Whatever word popped into your head was likely rooted in an emotion. Maybe it was positive, maybe it was negative. Either way, you probably have a strong opinion when it comes to exhibiting at trade shows. If you’ve had great success on the trade show floor, you Read More
The Right Words for Your Website
*scroll* “The 2017 bob-length haircut… Six ways to make a mason jar salad….23 Words or Phrases to Eliminate from Your Marketing Today… Wait, words to eliminate? I’ll bet I use more than half of these…unless it’s all buzzwords. I’d better make sure.” *click* Well, one thing’s for sure…Pinterest knows me too well. Also, Global English Read More
9 Web Content Don’ts for 2017
“Why do I have a website?” Have you ever stopped to ask yourself that question? Is it just so you can show up somewhere online? Is it so that customers can get to know you before they hire you? Is it so you can talk about your huge vision for bettering the world? Is it Read More
Why Awesome Sales Copy Isn’t Enough
Sales copy. There’s a lot of tips, tricks, strategies, pointers, methods, angles, and tactics out there on how to make a sale. But guess what, it’s really easy to slip from serving your customers down the dark, slimy, creepy-crawly path of manipulation. At Resound, we believe that marketing is really about making connections between remarkable Read More
Delight Your Audience
Resound has some really distinct personalities. People here are very passionate about various topics. For example, Stephanie has a (debatably unhealthy) obsession with all things Disney. Others, like Ben, love talking about anything as long as I laugh at their jokes (which is pretty easy). One of my things is relationships. I care very much Read More
Story: The Marketer’s Paradigm
Remember this line? When Mr. Bilbo Baggins of Bag End announced that he would shortly be celebrating his eleventy-first birthday with a party of special magnificence, there was much talk and excitement in Hobbiton. How about this one? Mr. and Mrs. Dursley of number four, Privet Drive, were proud to say that they were perfectly Read More
