BKI Blog
LATEST POSTS
Intro to Brand Architecture
The process of developing or honing your brand architecture can be a rabbit hole, so we’re going to start with the basics and help you decide if you can benefit. What is brand architecture? Also referred to as brand structure, brand hierarchy or brand...
Email Marketing in 3 Steps
Whether you’re starting from scratch or just looking to refresh, we’ve gathered the info you need to begin building an email marketing campaign. Step 1 - Foundation Before you start any digital marketing, make sure that your whole “ecosystem” is operational....
3 Steps to Starting Account-Based Marketing (ABM)
ABM is exactly what it sounds like: an approach to B2B marketing which targets a smaller segment of your audience with personalized messaging. It can be a great complement to broader marketing tactics and an effective way to give your sales team additional support...
A Beginner’s Guide to #Hashtags
The hashtag is one of the most defining symbols of the social media era. Alongside the Like button, the ubiquitous hashtag has played a leading role in the ways social media has transformed our world. From the commercial to the political, from the comical to the...
How to Build a B2B Public Relations Strategy
Traditional public relations (PR) tactics are often created with an eye towards a consumer audience, but a B2B PR plan can be equally effective when assessing your business strategies and goals. Check out 5 key elements to building a sound B2B PR strategy: Step One:...
Crafting a B2B Social Media Strategy
Over the past decade, social media has evolved from a little-understood novelty into a global phenomenon. It might seem, however, to be a space only for consumer-facing brands with flashy products or messages. But with the right strategy, any B2B brand can embrace and...
4 Social Media Trends to Watch Out for in 2020
The new year is upon us, bringing the start of not just the calendar year but a whole new decade. It’s undeniable that the last 10 years brought about changes in the marketing world that we’ll be adapting to for years to come. It would’ve been hard to imagine back in...
3 Statistics That Will Make You Rethink Direct Mail
The next time you check your mailbox, look and see how much of what you received is marketing mail—it’s a lot, right? So it probably won’t surprise you to learn that around 58% of the mail Americans receive has a clear marketing goal (Source: USPS). That volume may...
Infographic: Build Your B2B Advertising Strategy
We wish we could share our Media Department's planning spreadsheets—they really are a thing of beauty. By meticulously laying out every piece of a campaign's puzzle, our team is able to visualize both the granular and top-level details. They put this level of detail...
A Beginner’s Guide to Google Ads
When it comes to building a solid digital marketing strategy for a client, PPC (pay-per-click) campaigns are a tactic that is always on our “considered” list. Google Ads is perhaps the best known PPC platform, so we’re taking a look at how you can take advantage of...
Infographic: Key Performance Indicators
Last month, we outlined some of the Key Performance Indicators (KPIs) to watch for any campaign you run. Whether your campaign is in the Awareness, Consideration or Decision phase, your KPIs should line up with your tactics. For those visual-style learners out there,...
Trade Publisher Platforms: The Foundations of a B2B Advertising Campaign
As discussed in a previous post, trade publishers have the access to subscriber data and industry research to help build the fundamentals of a B2B advertising strategy. Typically, these publishers and their platforms — which include their printed publications and...
Defining Your Campaign Key Performance Indicators (KPIs)
At the start of any campaign, it’s critical to outline what kinds of metrics are most important to establish your definition of “success.” That definition will vary quite a bit, depending on the size, scope and goals of your campaign. But by making a clear distinction...
3 Key Factors to Improve Your B2B Advertising
The general approach to B2B advertising is not all that different from B2C advertising. The fundamentals are the same: Know your customers and develop buyer personas Know their pain points and solve their problems Understand the buyer’s journey and sales cycle The...
Infographic: The Key Elements of a Well-Built Website
A few months ago, we put together a comprehensive list of our well-built website must-haves. If you haven't seen that yet, we definitely recommend you check it out when you have some time to dive in. But for those of who prefer a show-don't-tell method (which, really,...
Debunking 4 Common PR Myths
Despite the significant role Public Relations can play in maximizing a brand’s reach and potential, the practice as a whole is still widely misunderstood. To help clear the air and paint a more accurate portrait of modern-day PR, we’re exposing a few of the most...
3 Ways to Make Your Trade Show Booth Stand Out
For many companies, it’s time to start preparing for the fall trade show season. Now is a great time to confront that perennial question: do we redo the entire booth this year or just make do? If you do decide to update your booth, we have a couple quick tips on...
Case Study: The New Madison at Adams Farm SEO & PPC Campaign
The New Madison at Adams Farm is an apartment community just 15 minutes from our HQ in Greensboro, North Carolina. After our major creative overhaul of their brand (learn more about that here), our next step was to begin a concerted effort at driving more targeted...
What is Native Advertising?
In today’s digital advertising world, there are a lot of ways to share a message or generate clicks across the web. If you’ve dabbled in any digital advertising efforts in the last few years, you may have heard the term “native advertising” thrown around. In fact, you...
Case Study: McDonald’s Buy 1 Share 1 Program
There is a staggering food gap among children in central North Carolina, especially during the summer months when school is not in session and they do not have access to free or reduced breakfast and lunches. With 1 in 4 children suffering from food insecurity in the...
Building a New Vocabulary for Media Planning
Effective collaboration between teams is key to effective marketing. Sales and marketing; agencies and clients; agencies and other agencies— and creative and media are no exception. Sometimes that can be a challenge both logistically and mentally for the parties...
5 Key Elements of a Well-Built Website
A brand’s website is ground zero for all its digital activity. It’s where the brand can sell products, convey key marketing messages and collect contact information from interested customers. It also provides a platform to inform and educate customers with blog posts,...
Brand Study: How Less is More at The Masters
As marketers, we constantly hear about the importance of adaptation. How it’s “crucial to keep up with the times” or, “if your brand isn’t evolving to meet the needs of your consumer, they’ll find one that is.”With this constant focus on growth and enhancement, we...
How to Maximize Your Trade Show Appearance
So your team has decided that a particular trade show or conference is right for you. But now you have to decide if you want to be more than an attendee or exhibitor. Should you take advantage of any sponsorship opportunities? And if you do, how can you best leverage...
When one of your clients (shout out to you Precision Fabrics Group) provides over 40 miles - yes miles! - of fabric to the nation's fifth-largest healthcare system for the creation of reusable isolation gowns/PPE for workers on the front lines of the coronavirus pandemic, it makes for a great story!
To the rescue: Greensboro company helps supply badly-needed fabric for health workers
www.greensboro.com
Precision Fabrics' factories in Vinton, Va., and Greensboro are now working around the clock to make fabric that a Phoenix company is using to make tens of thousands of protectiveThough the Greensboro Science Center might be closed right now, their team is still producing some unbelievably cute content. Check out Yodel the Oberhasli goat's first trip to their aquarium! #greensborostrong
Social distancing is a lot easier when you've got these furry colleagues to keep you company. We're staying busy (and safe) thanks to Zoom and @SlackHQ—we hope you all are staying safe out there, too! #remotework #dogsofbki #washyourhands #donttouchyourface