Audrey Rawnie Rico

Content marketing, while hugely popular and effective, can be tricky to master. There are so many factors to consider, like what type of content is most effective for your audience and what topics you need to focus on. Because content marketing is so broad, finding the right content strategy for your small business will take…

Email marketing is a category of its own. It’s not like social media marketing, where you’re competing with hundreds of other brands for your audience’s attention, and it’s not like search engine optimization (SEO) marketing either, where you need to do intensive keyword research and planning to match your audience’s needs and interests. But it’s…

Email marketing is an essential strategy in any small business’ marketing plan. It’s effective in any stage of the customer journey, from brand awareness to brand loyalty. One of the most important aspects of the email marketing process is measuring its effectiveness, which is done by keeping track of its metrics and analytics. Here, we…

Anytime anyone asks, “What is content marketing?” I always like to tell the origin story of the Michelin Star. People are often surprised to hear that the Michelin behind the certification that showcases the best restaurants in an area and the Michelin behind the tire company are one and the same. Around 1900, the Michelin…

Content marketing is a staple in marketing. In fact, it’s one of the most important marketing strategies you can employ for your small business—studies have found that it can even increase customers’ lifetime value by up to 70%.* Plus, it’s also one of the most versatile strategies around. In my experience as a marketer, I…

Influencer marketing is one of today’s fastest-growing marketing strategies. You’ve likely encountered a few influencer campaigns yourself if you’re active on any social media platform, whether it’s a simple product endorsement on Instagram or a full-scale product collaboration with a TikTok creator. And with good reason: Influencer marketing has proven to be a low-cost, high-value…

In my first years as a marketer, I had very little idea of what local search engine optimization (SEO) was and its role in growing small businesses. After all, regular SEO strategies were enough to bring thousands of views and clicks to a website—how necessary would it be to bring in traffic specifically from local…

Trademarking your business name is an essential part of building your business. Trademarking gives you a rock-solid, legal claim to your business name and all its other public-facing elements, such as its logo and tagline. Also, establishing a trademark sets up your business for the long term, especially if you plan on expanding in the…

Blogging can boost your brand’s online presence, increase website traffic, and help generate more leads and sales—with the right strategy. The business blogging statistics below offer insights to inform your content marketing strategy and overall make it more effective. Keep reading for relevant statistics and insights on all things blogging, including content, search engine optimization…

Digital marketing may be at the forefront for many small businesses today, but there’s still plenty of value in direct mail marketing. Direct mail is an effective and low-cost way to reach customers, foster brand loyalty, and boost customer retention and acquisition. It’s also versatile, as the direct mail ideas below show. Keep reading for…

Local citations are essential to growing your business’ search engine ranking and overall online presence. Local search engine optimization (SEO) citations are links to your business website spread out across the internet, especially on reputable and widely visited websites like business directories and prominent blogs and media outlets. Local citations grant your business more credibility…

In marketing, your professional email signature isn’t just a signature. It’s a valuable brand asset that can tell your recipients about yourself and your business. The best email signatures can even generate clicks and leads through good design and effective calls to action (CTAs). For inspiration, we’ve rounded up the best professional email signature examples…