When we say the word “superfan,” what picture pops into your mind? Do you envision a passionate sports enthusiast clothed in their team’s colors, screaming encouragement from the first row in an arena? Or do you think of some fun cosplay — a comic junkie bedecked in a Spiderman or Wonder Woman costume, standing in line for an autograph at Comic-Con?

Sure, it’s easy to think of both individuals as superfans whose love for a sport, hobby, or some other endeavor goes well beyond loyalty alone, toeing the line with obsession. …

The past year, as we have navigated the COVID-19 pandemic, has been anything but normal. Uncertainty has run rampant amongst all types of businesses, including that of the professional services industry. Because of this, customer service and customer experience (CX) have become two hot topics — and today’s customer, regardless of if it is a time of crisis or not, expects speed, convenience, knowledge-sharing, and friendliness. Frankly speaking, businesses operating within the professional services vertical (accounting, legal, marketing, architecture, IT, and other consultancies) have historically struggled with these concepts.

In this blog, the team at YGL Enterprises will explain why…

Taking the time to create meaningful and insightful content requires dedication and consistency-and likely takes you away from your core business, which means it costs you money. Ensure that each piece of content you pen-be it a blog post, a social media update, a white paper, or anything else-allows you to make a considerable impact, garner attention, and get the most bang for your buck.

In this blog post, the marketing experts at YGL Enterprises will explain why repurposing content across all your channels makes good sense and enables your content to realize a longer lifespan.

What is Content Repurposing?

Firstly, let’s break down…

Having a great product or service does not mean much if people are unaware of its existence. An effective marketing strategy is essential to generating awareness and driving sales. Businesses need to plan BEFORE investing in tactical marketing initiatives. As noted in a previous blog, developing a successful marketing plan that consistently drives results is a marathon, not a sprint. It takes time to gain momentum and determine if your strategy is reaching and converting your target audience.

Let’s take a closer look at six critical components of a well-crafted marketing strategy and discuss their importance.

1. Planning

Start with…

What used to be a rarity is now commonplace: companies want your feedback. Whether you buy a product online, see a health care professional, or have your accountant provide tax advice, you likely expect to receive a follow-up email or text asking you to rate your experience. Increased competition, online review sites, social media, and savvy consumers continue to drive businesses to seek feedback to gauge customer experiences.

And yet, many businesses fail to invite consumers to rate and comment on their experience. This is a missed opportunity that ultimately impacts long-term client satisfaction and the company’s bottom line. Today…

Reputation plays an integral role in a business’ success or failure. A negative review or poor experience can spread like wildfire in today’s digital world, making online reputation management a must when companies are crafting their marketing strategy. It is not enough to deal with issues as they arise and hope for the best; being proactive and having a plan can help curb problems and build brand trust.

According to Reputation X, “Americans tell more people about poor service (15 people on average) than about good experiences (11).” Online review sites such as Google My Business, Yelp, TripAdvisor, and numerous…

A competitive analysis seems to be a “no brainer.” However, I think that we can all agree that business leaders, managers, and marketing professionals frequently forget to incorporate consistent scrutiny, examination, and monitoring of the competition as part of their marketing strategy. Sure, we say that we know our competition, but it’s usually on a superficial level. One of the first questions that I ask a new client is, “Who are your competitors?” The typical client response is a shortlist of competitor names, with little accompanying information. So what is missing?

A lot!

Any marketing strategy must take into consideration…

Heading into the new year, there are many takeaways from 2020 that can help shape some marketing strategy projections for 2021. Current events have, certainly, shredded our planning documents and made a mockery of our expectations. Does that mean we should stop evaluating, planning, and developing strategies to market our business? Absolutely not!

No one expected a global pandemic, environmental crises, and social unrest to create such a massive disruption in our lives, economy, and society. No industry was left untouched, or human experience unaltered. However, I’m a firm believer that change provides new opportunities and new ways of thinking…

Trust the process

Developing an effective marketing strategy that consistently drives results is a marathon, not a sprint. Did you know that it can take between six months and one year to start seeing meaningful results from your marketing efforts? It takes time to gain momentum and determine if your strategy is reaching and converting your target audience.

Don’t forget that developing a strong foundation is just the first step in creating a successful marketing plan.

Begin the process with:

· Defined goals

· Detailed personas

· Well-researched SEO and keywords

· Targeted content

· An optimized website

· Key performance indicators


Having a strong customer base is an integral part of building a solid foundation for your business. Companies need to go the extra mile to drive and sustain customer loyalty. You want clients who are dedicated, value your brand, and keep coming back. Customers like to feel that they really matter. If they don’t feel the love, they will quickly move on to another competitor. Keep in mind, the cost of acquiring a new customer is five times higher than retaining an existing one. Furthermore, selling to a current customer can be easier than selling to a new prospect.


Yvonne Levine

Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services organizations.

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