supply chain marketing Insights
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Most B2B Buyers Use Social Media in Their Research
Your business should be on social media showing buyers that you know what they want and that your business can provide it. Once again B2B buyers reported that their purchase cycle has increased since last year. That’s in part because they are scrutinizing potential...
Supply Chain: Are You Publishing on Apple News?
Get your news in front of the one billion iOS users with this step-by-step guide to publishing on Apple News. Do you use Apple News? If you have an iOS device (iPhone, iPad, or iPod Touch) and have upgraded to iOS 9 or beyond, the app is preinstalled. Users love the...
The Art of Overcoming the Supply Chain Talent Shortage
A veteran recruiter explains where the supply chain talent shortage is headed and how companies can overcome the challenges. A recent report on the supply chain talent gap draws a sobering conclusion: The supply chain management profession finds itself in crisis....
Why Your Small Business Needs Google AdWords More than Ever
AdWords’ upcoming updates will make it easier for local companies to earn the top spot on local search, which can drive significant new business. Google AdWords has made it easier for local businesses to get their names in front of people searching for products and...
How to Use Twitter Analytics
This is part three of a three-part series on Twitter for B2B. See part one, Twitter for B2B, and part two, Tweet This: 20 Ideas for Twitter Content for the Supply Chain. Leverage insights from Twitter’s analytics dashboard to improve audience engagement, reach, and...
Don’t Let That Lead Die!
Sellers must engage in speedy, personalized, knowledgeable conversation with potential customers to convert leads into sales. Leads are only valuable if they convert into customers. So, generating quality leads is only half the battle. You need a sales team that knows...
5 Tips for Working for the Family Business
When you work for the family business, being mindful about your professional persona can help preserve your familial relationships. Family businesses can be a source of pride and fulfillment. But, often, they are rife with unprecedented turmoil. Working for a family...
Search Marketing Can Increase Web Traffic
Using search marketing as part of your content strategy can increase web traffic and, thus, visibility for your business. Search marketing, formerly “search engine marketing,” uses both paid (SEM) and unpaid strategies (SEO) to increase traffic to your business’...
Marketing vs. Sales: Why There Shouldn’t Be a Competition
Editor's note: Sarah Collins is a summer intern at Fronetics Strategic Advisors. She is a rising sophomore at James Madison University, College of Business studying Marketing. You can find her on LinkedIn. Aligning Sales and Marketing helps companies achieve 20%...
Tweet This: Ideas for Twitter Content for the Supply Chain
This is part two of a three-part series on Twitter for B2B. See part one, Twitter for B2B, and part three, How to Use Twitter Analytics. If you're not sure what else to tweet, try these 20 ideas. Twitter is an excellent platform for sharing news and reaching your...
The Supply Chain of Locally Sourced Foods
Locally sourced foods are popular with consumers. But for restaurants, the shorter supply chain is plagued by food safety concerns. Shorter does not mean simpler when it comes the food supply chain. In fact, working with small local producers often introduces a whole...
5 Ways to Advance Your Supply Chain Career
The talent gap represents a professional opportunity for motivated individuals looking to advance their supply chain career. The global supply chain is continuously evolving, offering new opportunities as demands shift and new technologies are born. But how do you...
4 Steps to Measuring Social Media Impact with Google Analytics
Gauge the effectiveness of your social media strategy using these four data points in Google Analytics. Measuring the impact social media has on business is important to those in the logistics and supply chain industries. In fact, a recent Fronetics survey found that...
Brexit and the Supply Chain
As uncertainty pervades following Brexit, experts speculate about the impact a divorced U.K. and E.U. will have on the global supply chain. As the Brexit vote roils markets across the globe, uncertainty looms in the air for many businesses. Even U.S.-based...
5 Tips to Build Relationships on Social Media
Participating in social media is not about earning followers; it's about building relationships. Posting content to social media is a great way to earn followers. But a follower doesn’t necessarily equal a customer. That’s why it’s important to keep in mind that...
Strapped for Content to Share? Try Reddit
Reddit is a gold mine for relevant, engaging content to share with your social media followers. You probably have heard that Reddit is useful in content marketing. But what, exactly, is it, and how do you use it? Reddit is a news website/social network in which...
Twitter for B2B
replica watches rolex the watchmaking arena desire hasnrrrt lowered. This is part one of a three-part series on Twitter for B2B. See part two, Tweet This: 20 Ideas for Content for the Supply Chain, and part three, How to Use Twitter Analytics. One of the top social...
Supply Chain: HubSpot Software Can Boost Revenue by 72%
HubSpot users also saw 3x more leads and 4.1x web visitors per month after a year using the software. A study has found that using HubSpot for your inbound marketing can increase sales revenue by 72% in 12 months. A 2016 MIT Sloan student analysis showed that...
Focus on Your Customers, Not Your Competition
Today's customers expect value, quality, and speed. Focusing on how your can deliver on those promises is what will win you business. Remember that great advice: focus on yourself, not on what others are doing. According to an article in Harvard Business Review, the...
10 Ways to Gain LinkedIn Followers
Try these tips to attract potential customers to follow your business on LinkedIn. This is part three of a three-part series on LinkedIn for B2B businesses. Check out part one, LinkedIn for B2B: Getting Started, and part two, How to Hire Talent through LinkedIn....
Microsoft/LinkedIn Product Synergies Should Floor B2B Marketers
The $26.2-billion acquisition could result in the customer-targeting solution(s) B2B marketers have been waiting for. Microsoft announced on June 13 that it would purchase LinkedIn for $26.2 billion, a deal set to close by the end of 2016. Though LinkedIn will operate...
For Manufacturers, a Documented Content Marketing Strategy is the Key to Success
A recent report produced by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, found that 81% percent of B2B manufacturers in the United States use content marketing. The same report found that the majority of manufacturers do not...
Drive Traffic and Conversions through Review Sites
B2B organizations are leveraging review sites to increase organic traffic and conversion rates. Here's how. Consumers regularly turn to review sites to research products and services before they buy. But did you know that businesses can leverage this behavior to...
Supply Chain: Here’s What to Write About on Your Blog
Try writing about these topics on your supply chain blog to engage customers. Content is an important part of many logistics and supply chain companies’ marketing plans. Yet nearly half (45%) say creating quality content on a consistent basis is their biggest...
How to Hire Talent through LinkedIn
This is part two of a three-part series on LinkedIn for B2B businesses. See part one, LinkedIn for B2B: Getting Started, and part three, 10 Ways to Gain LinkedIn Followers. Use these tools to help you hire talent through LinkedIn. LinkedIn offers immeasurable...
Let Data Drive Your Content Marketing Strategy
A data-driven content marketing strategy will increase your program's success and help win the buy-in of executives. What is driving your digital and content marketing strategy? If all you have in the driver’s seat are a few creative ideas, you may find yourself...
LinkedIn for B2B: Getting Started
This is part one of a three-part series on LinkedIn for B2B. See part two, How to Hire Talent through LinkedIn, and part three, 10 Ways to Gain LinkedIn Followers. LinkedIn is the most popular social network for B2B companies. Here's what you need to know to get...
Social Strategy Can Help Break Your Company’s Silos
A cross-departmental social strategy can help facilitate company collaboration. In your company, social media should be everybody’s business. It is time for your social strategy to include broader collaboration, breaking down your company’s silos. Here is why: Though...
Stop Pitching, Start Helping
Trying to pass your sales pitch off as content will only hurt your content marketing efforts. Think your blog is a refreshing new way to highlight your products or services? Do your posts include verbiage like “one-stop-shopping,” “innovative,” or “industry leader?”...
Optimizing Emails for Mobile is a Must-Do
As the prevalence of smartphones increases, businesses must consider how their emails appear on mobile devices. You may have created a marketing email masterpiece, but how will it look when someone reads it on a cell phone? This is a very real concern, considering...
Seven Ways to Get More Views on Your YouTube Videos
Improve the reach of your videos with these distribution strategies. This is part three of a three-part series of creating videos for YouTube for businesses. Check out part one, YouTube for Business 101, and part two, Cheap and Easy Tools for Creating YouTube Videos....
10 Ideas for Blog Posts
Overcome writer's block with these ideas for blog posts. It’s time to write that new blog post, and your computer screen is a vast, white page of emptiness. Maybe it feels as if you have covered all of obvious topics of interest and you have nothing left to write...
Guide to Effective Content for the Logistics and Supply Chain Industries
Fronetics’ new guide offers a road map for content production that will help grow your business. Content marketing is one of the most effective ways to generate leads and grow your business. Yet only 30% of B2B marketers define their content marketing programs as...
Cheap and Easy Tools for Creating YouTube Videos
Get started creating YouTube videos for your business with these easy-to-use tools and ideas for content. This is part two of a three-part series on creating video content for YouTube for businesses. Read part one, YouTube for Business 101, and part three, Seven Ways...
12 Elements of an Effective Content Marketing Strategy
Fronetics’ eBook lays out how to create a content marketing strategy that drives profitable customer action. We hear it time and again: Clients want to participate in content marketing but are having trouble making it work for them. In fact, 70% of B2B marketers...
Should You Outsource Content Marketing?
Outsourcing content marketing can cost a fraction of what dedicating in-house resources would — and you'll get better results. Nobody can do it all, despite what the latest motivational meme tells you. When running your business, it is vital that you focus on where...
Don’t Stop Content Marketing in Your Slow Season
Keep producing consistent, quality content during your slow season to win business when things pick back up. For everything there is a season, and that expression holds true for most businesses. When is your slow season? That depends largely on your industry and...
YouTube for Business 101
YouTube is a useful engagement tool for businesses — here’s what you need to know. This is part one of a three-part series on YouTube for business. Check out part two, Cheap and Easy Tools for Creating YouTube Videos, and part three, Seven Ways to Get More Views on...
How We Deliver Content for the Supply Chain and Logistics Industries
Fronetics’ six-step approach to content delivery helps elevate our clients’ brand position within the industry and drives growth. The B2B buying process has evolved, and content is now an essential tool for generating and nurturing leads. Many businesses understand...
How to Overcome Your Biggest Content Marketing Challenge
Producing engaging content is the number one challenge for content marketers. Is content marketing working well for your business? If not, you are not alone. Though it is one of the most effective ways to grow your business, content marketing has been challenging B2B...
An Open Letter to the Supply Chain
Dear companies in the logistics and supply chain industries, You have leveraged technology and innovation so that two-day shipping is becoming more of the norm rather than the exception. You have developed processes and standards for IT Asset Disposal (ITAD), which...
Facebook Live for B2B
Facebook Live offers businesses a new, creative platform for engaging customers — here’s how to use it. You may have noticed a sudden flurry of notifications on your Facebook account, alerting you to a new feature called Facebook Live. Facebook has slowly been rolling...
Taking Action on Data: Is it Getting Any Easier?
If Seneca the Elder could have peered into the future, shock is likely too weak of a word to describe his reaction. The Roman rhetorician is credited for being among the first to complain about the overload of information when he, in the 1st century AD, lamented that...
Counting the High Cost of Doing Nothing
Increasing operational expenses to avoid capital expenditures that would boost warehouse capacity and functionality might end up costing you more in the long run. Consider this scenario: Demand is up and projected to grow for your products. But you are running out of...
Who Should Run Your Social Media?
A cross-departmental social media team will improve your company’s social presence. At a former job, I was part of a team pushing for expanding access to our company’s social media pages. The accounts were administered by a handful of marketing managers, who did not...
How to Win C-Suite Support for Content Marketing
Speak your boss' language with metrics, statistics, and facts that articulate content marketing's impact on customer acquisition and sales. Garnering C-suite support for your content marketing program can be a challenge. Your team knows that your strategy is working...
How to Fail at Content Marketing: Don’t Document Your Strategy
Having a documented content marketing strategy increases effectiveness and provides a baseline for measuring ROI. Content marketing is one of the most effective ways to increase brand awareness, broaden your customer base, and grow your business. Yet of the 88% of B2B...
Create Marketing Emails People Will Open
These tips will help you optimize your marketing emails to improve open rates. Are you spending time creating marketing emails that nobody opens? Today, everyone’s inbox is inundated with social media notifications, contests and giveaways, and marketing emails from...
Why 88% of B2B Marketers Use Social Media
Here are three of the top benefits of social media for businesses in the supply chain and logistics industries. We know that the majority of businesses participate in social media — in fact, a dominant 88% of B2B marketers report using these platforms as part of their...
Should My Business Be on Social Media?
In today’s digital world, it is amazing that many businesses, particularly those in the supply chain and logistic industries, are still questioning whether they should be on social media. The simple answer is yes — social media channels are the ideal place to brand,...
Ignoring Social Media is like Declining an Invitation to an Important Business Event
Fronetics' social media training offers basic instructions on how you can help your company get invited, show up, and make a good impression with customers online. What if you were told that a number of potential customers all visit the same place to chat and get to...
When to Contact a Lead (Hint: Earlier Than You Think)
Engage your leads early in meaningful dialogue to improve your chances of conversion. Your strategic marketing plan is generating a steady influx of quality leads, so closing sales should be easy, right? Only if you are contacting your leads early enough in the sales...
Supply Chain: Get to Know Millennials
They are your employees. They are your customers. Pretty soon, Millennials will be the supply chain. As Millennials now outnumber Generation X and Baby Boomers in the workforce, shifts in ideas and processes were inevitable. But this generation is having an even more...
Report: Social Media and the Logistics and Supply Chain Industries
Fronetics' new report explores the adoption of social media within the logistics and supply chain industries. Learn why your company is at a disadvantage if you are not participating. It is estimated that over $1 trillion annually could be realized across the value...
Hiring Supply Chain Talent: What to Look For
Seek out candidates with these skills and experiences when hiring new supply chain talent. Your business is growing, and it is time to hire. That means facing the challenge and overcoming the fact that there is a dearth of supply chain talent. Growth is very common...
Top Schools for Supply Chain Management
Looking for talent? Try recruiting from these top-rated programs and schools. Recently U.S. News & World Report released its annual rankings, including the top supply chain and logistics MBA programs. Of course, U.S. News is not the be-all end-all. But this list...
EBN’s Hailey McKeefry on Women in the Supply Chain Industry
Hailey McKeefry began her career in the supply chain industry in 1990 as an intern at EBN. After quickly rising to the position of assistant editor, McKeefry left EBN and the industry to cover enterprise computing. In 2012, she returned to the supply chain and to...
Five Go-To Supply Chain Websites
If you’re looking for the latest news and information about happenings in the industry, you should have these five supply chain websites on your radar. In no particular order: DC Velocity www.dcvelocity.com Facebook | Twitter | LinkedIn | Google+ DC Velocity is a...
Fronetics’ Social Media Training
You can help your company grow by using social media. Here's how. If your business is not utilizing the marketing power of social media, then you are at a severe disadvantage. In this digitally focused world, the fundamentals of marketing have evolved. Everyone, from...
Why You Need Content
Content drives business growth, builds customer loyalty, and helps nurture leads. One of the best ways to market your business today is to plant the seeds that will generate new customers tomorrow. Enter, content marketing: a long-term solution that helps businesses...
This is How Often You Should Tweet
What is the ideal frequency for posting to Twitter? We did the experiment. I came across an article on Socialbakers that suggested that posting to Twitter three times per day is the ideal frequency for brands. Intrigued by this statistic, I looked further and found...
Women in the Supply Chain: A Conversation with Electronics Purchasing Strategies’ Barbara Jorgensen
As part of our series on trailblazing women in the supply chain industry, I interviewed Barbara Jorgensen, co-founder and managing editor, Electronics Purchasing Strategies (EPS). Jorgensen has more than 20 years’ experience as a journalist, working for leading...
Fronetics Offers Comprehensive Digital and Content Marketing Services
Fronetics Strategic Advisors helps clients increase brand awareness, foster meaningful customer engagement, and grow business. Fronetics Strategic Advisors is a management consulting firm focused on identifying and executing areas for growth and value creation for our...
Don’t Rush Your Relationship with Content Marketing
The benefits of content marketing take more than a few months to come about. Kate Lee, Senior Director of Strategy, recently wrote about a client who was disappointed in a newly adopted content marketing program and ready to quit — certainly they should be seeing more...
The Four Characteristics of Exceptional Executives
A recent study shows the most successful companies had leaders with these four traits in common. What executive leadership skills really matter in terms of a company’s growth and success? Are there distinguishing characteristics among executives whose organizations...
Get the Most Out of MODEX: Nurture Leads with Social Media
Employ a content and social marketing strategy to nurture leads you meet during MODEX. Hundreds of potential customers will be heading to Atlanta next week for MODEX, and you’re gearing up to gain lots of new business. That is, you and over 800 other exhibitors are...
Marketing Metrics That Matter
Use these six metrics to communicate the success of your marketing efforts to your boss. If you are responsible for marketing for your company, you may feel that your tireless efforts are sometimes difficult to quantify to your boss. Much of what we in marketing do is...
When to Fire a Client
Firing a client can help you make way for others who better suit your business. Letting someone go can be hard to do. But when it comes to certain clients, it may be necessary to ease them out of your business portfolio. Fire a client? Who does that? Well, successful...
Social Media Facts for B2B Companies
A recent collection of social media facts and stats offers an interesting look at B2B company and buyer behavior. Last month, Webbiquity published a list of 49 social media facts and stats about user behavior on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and...
Four Supply Chain Companies that Excel at Social Media
These four supply chain companies constantly post fresh, quality content to their social media accounts. When it excels at social media, a company's opportunity for growth is as vast as the web itself. Today, even small businesses can compete shoulder to shoulder with...
3 Key Tips for Creating Valuable and Compelling Content
Editor's note: This is a guest post by Jennifer Cortez, Director, Marketing Communications, Transplace. Transplace is a North American non-asset-based provider offering manufacturers, retailers, chemical and consumer packaged goods companies the optimal blend of...
Five Women Leaders in Digital Marketing
Meet five women who are changing the face of digital marketing at their big brands. March is National Women’s History Month, and thus we’ve been talking a lot about female leadership, the gender gap, and related issues. Today I’d like to call attention to five...
Diversity and Leadership: An Interview with Arrow Electronics’ Kendrea Durr-Smith
When Arrow Electronics came across Kendrea Durr-Smith, senior leader of export control audits, training, and communications at Honeywell Aerospace, on LinkedIn, the company was impressed with what she had accomplished in her nine years there. Now Arrow’s Director of...
Getting to First Base with a Social Network
This is a guest post written by Tania Seary, founder of Procurious. Procurious, the world's first online social network for supply chain and procurement professionals, has acquired more than 12,000 members in less than two years. I’m trying to use a baseball analogy...
Trailblazing Women in the Supply Chain
Men hold 85% of all executive officer positions within Fortune 500 companies, despite research that consistently shows when women are in positions of leadership, companies perform better. In the supply chain industry, 20% to 30% of positions are held by women, but the...
A Lead is Not a Sale
Cultivating a lead is just as important as finding it in the first place If you have a solid strategic marketing plan in place that is generating a high volume of quality leads, tomorrow’s revenue should be almost assured, right? Not necessarily. A lead is only worth...
What’s Preventing Onshoring from Taking Off?
. There is no easy answer to the burning question why the onshoring movement refuses to truly take off. The issue of onshoring is frequently painted in black and white. While the media often likens the return of companies to the United States from overseas to a...
Low-Profile Colleges Pay Off Big for Would-Be Manufacturing Pros
Manufacturing could offer a career with upward potential for STEM students at low-profile colleges. The college graduates of 2015 were the most indebted ever — until the next round of grads wave their diplomas in the spring. But is sinking deep into debt really the...
The B2B buying process has changed. You need to adapt.
The other day a client called to express his frustration with content marketing. Not only was he disappointed with the number of leads that his company had obtained to date, he was also disappointed with the number of sales. He was ready to call it quits and pull...
Need Leads? Try Social Prospecting
Social prospecting helps you identify potential customers outside your established audience using social platforms. Social media should be an integral part of your marketing strategy — we know it helps build brand reputation, gather market intelligence, discover...
10 Reasons No One is Reading Your Content
Your content stinks. Here's why. Twenty-seven million pieces of content are shared every day — and most of it is crap. To attract readers to your content, you must stand out, and I mean really stand out, among the masses. That’s no easy feat. You may be spending an...
Start a B2B Social Media Program with These Six Steps
Here’s how marketers can launch a B2B social media program that grows business. A recent Harvard Business Review article discloses that a number of B2B CEOs still believe social media isn’t right for them, that it’s a tool for the B2C segment. In reality, many B2B...
Adapting B2B Sales for the Information Age
B2B sales must recognize and accommodate buyers at various levels of self-sufficiency in the purchasing process. Widespread access to the Internet has changed life as we know it. Not only are once-token errands like trips to the supermarket and holiday gift shopping...
When Traditional Marketing Methods Stop Working, Try Digital Marketing
A new digital marketing program helped one firm reinvent itself after traditional methods proved ineffective. A prominent marketing firm was experiencing an all-too-familiar predicament: They had a great product that, for some reason, was not selling. They had been...
Manufacturer’s Definition of ‘Made in USA’ Costs Big Bucks
As companies "tiptoe" back to the United States from overseas, the "Made in USA" label should grow more common. However, ambiguous rules are costing some manufacturers hundreds of thousands of dollars in penalties and legal fees. So what's the problem? The coveted...
Landing Pages & Forms & More – Oh My! Capturing Leads Effectively
The most efficient lead-generation strategy includes a way to capture potential customers’ information. An effective lead-generation campaign requires several different strategic layers. Firstly, you must entice potential customers with an exclusive, high-value offer...
Digital Marketing in a Regulated Industry
Putting together digital marketing pieces in a way that fully meets regulatory requirements can grow your business exponentially. There is a misconception that companies within a regulated industry are denied the benefit of digital marketing. These businesses often...
How to Deal with Negative Online Comments
Responding promptly and effectively to negative feedback online shows your commitment to customer service and transparency. “Don’t ever read the comments” is a well-known adage in today’s world of Internet trolls. It’s good advice for the preservation of your Internet...
Real Estate Firm Grows Sales by 300% through Content Marketing
Content marketing grew one real estate marketing firm’s sales by 300% in less than a year. Consumers are increasingly going online to conduct research before making a purchase. And that holds true for even the largest investments. The National Association of Realtors...
Zeroing in on the rising importance of improving the health care supply chain
The health care supply chain could cut billions of dollars in cost by adopting practices well established in other industries. Take the case of a typical Asian laptop manufacturer, for example. As a result of a top-notch supply chain, a European customer can place an...
Manufacturers: How to Increase Your Growth Rate
The US manufacturing index is at its lowest level since 2009. This is sobering news for the industry and for the economy. Within the industry, it is clear that the road ahead is not flat, straight, or even smooth. For companies to not just survive, but to also...
The Benefits of Interim Management
Interim management is an opportunity. These days there may be no such thing as "business as usual." People no longer work for one company for decades and then retire with a pension. Most will work an average of 10 jobs before the age of 40, according to Bureau of...
The Best Time to Post on Social Media
When you are posting on social media could be as important as what you're posting. Timing is everything, and that statement especially holds true when it comes to posting content to social media. If you are sending out your message and nobody is there to see it, you...
Shipping company Eimskip places a high value on culture and art; it’s paid off
In 2013, Iceland’s oldest shipping company, Eimskip, moved the company’s North American port of call from Norfolk, Virginia, to Portland, Maine. “Eimskip’s move to Portland was driven by the state’s commitment to investing in intermodal infrastructure and the cultural...
Improving Efficiency in the Healthcare Supply Chain
Supply chain management is more than just a series of transactions; it is a valuable, strategic business process. Change is inevitable, and, in healthcare supply chain, it is crucial. The most progressive healthcare organizations across the country now acknowledge...
A Call to Action is Key to Any Lead Nurturing Campaign
A good call to action will help potential leads feel compelled to choose your offer over your competitors’ offers. If you feel your marketing campaign falls short in generating quality leads, you are not alone. Typically one in 10 marketing professionals questions...
Find Content Spokespeople Outside the C-Suite
Identifying content spokespeople outside of executive management can improve the product and alleviate C-suite stress. Often people think they’re the only ones who can do their job or, at the very least, that they’re the ones who have been doing it and know it best....
Lead Nurturing through Special Offers
Enticing potential customers with exclusive, high-value offers is an important component of lead nurturing and lead generation. Your strategic marketing objectives boil down to one basic mission: to generate a high volume of quality leads. This will drive tomorrow’s...
Leading During Difficult Times in the Supply Chain
When it comes to leading during difficult times in the supply chain, planning is critical. So is flexibility. Winter storm Jonas is estimated to have cost $1 billion USD, although some believe the cost could go as high as $3 billion USD, as it paralyzed a large swath...
Lifespan of a Blog Post vs. a Print Ad
A blog can live on indefinitely. What you post today may still be relevant and a popular read several months from now. Because of this, your company can reach a larger number of consumers within its target demographic for a long period of time, surpassing a print ad’s capacity for results.