Audrey Rawnie Rico

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…

A press kit, also known as a media kit, gives journalists relevant information about your business to help them with their media coverage. Making a press kit is fairly simple—all you need is your business info and high-quality media assets (e.g., logos and product photos), then you’re ready to publish and distribute your press kit….

In a nutshell, brand identity defines your brand to the public, and it’s the one thing that makes brands like Starbucks and McDonald’s stand the test of time. Unlike so many others, despite consumer and market changes, Starbucks stands out from other coffee shops that offer the same beverages. Brand identity is what has given…

When it comes to business-to-business (B2B) marketing, there is no better social platform than LinkedIn. LinkedIn is one of the most powerful tools you can have today as a B2B marketer. It builds your credibility, lets you network with fellow professionals, and can generate high-quality leads. But with so many tools, LinkedIn can be a…