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Successfully launching a new product or service takes a good deal of creativity and a strong gameplan. Marketing tactics to introduce consumers to new offerings can run the gamut, from immersive, in-person activations to attention-grabbing email drip campaigns. Properly timed outreach is a big key to getting people excited, but without unique creatives and a compelling message, a marketing strategy will only go so far in generating interest in a new product or service. With so many different potential approaches to take, agency professionals have a lot to consider when planning a marketing campaign to launch a new offering. Over the course of their careers, the members of Forbes Agency Council have developed their own playbooks of creative ideas they can build upon and customize to highlight any newly launched product or service. Here, 16 members share creative ways to showcase new offerings that will earn the attention of target audiences.

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No one enjoys mobile ads popping up on their smartphone and obscuring their view of the content they want to see. Pop-ups on mobile disrupt the user experience in many ways, which is why Google calls them “intrusive interstitials.” And yet they continue to work well enough to encourage users to take action that advertisers and marketers continue to leverage them. If you want to see a healthy return on investment, it’s important for pop-up ads to not only comply with search engines’ mobile-friendly rules but also effectively convert users. Below, members of Forbes Agency Council share best practices and important considerations to keep in mind to design attention-grabbing pop-ups that persuade without intruding.

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Sometimes, the most intensive challenges in life are also the biggest learning experiences. When a client makes a unique or unusual request of their agency marketing partner, for example, there are important lessons to be learned—whether or not the agency chooses to take it on. Below, members of Forbes Agency Council discuss some of the most interesting requests clients have brought to their agencies. Read on to learn more about what they took away from those experiences, plus any tips they have for other agencies considering undertaking similar challenges.

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Being a social media manager for a major brand might sound like a dream job to some people, but those in the role know that the often-exhausting work doesn't always align with the compensation. While some companies that have figured out how to balance the workload of their social media managers and compensate them appropriately are seeing great results, others may be wondering why their social efforts are falling short. What can brands do to ensure their SMMs have enough support and energy to conduct truly effective campaigns and outreach? Here, 16 members of Forbes Agency Council share effective ways for companies to get the most traction out of their social media campaigns, outreach and monitoring by giving those team members who manage the efforts the support, budget and appreciation they deserve.

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Branding and marketing go hand in hand. Marketing strategies built upon a weak brand won’t see much traction. A strong brand stands out from the crowd, and while a business can have many things it needs to establish itself in the market—from a valuable solution to offer to a memorable name and logo—without being able to show consumers how the company differs from its competitors, it won’t gain the attention of consumers. The first step in identifying a company’s meaningful differentiators is to determine what makes it unique and how that uniqueness is a strength. Once consumers are clear on these distinguishing factors, they will be more inclined to listen to a brand’s story and learn more about why it is the better option for buyers. Here, members of Forbes Agency Council explore how companies can identify what makes them unique and then market those differentiators well to target audiences.

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As most marketers know, organic reach on social media declined for brands across the board over the past few years. While brands use social media to connect with consumers and build active communities of followers, statistics show the reach of their content lagging lately despite more frequent posting and a stronger emphasis on sharing engaging, valuable content. A powerful integration of paid and organic content strategies could help increase those numbers. Paid ads are mainly used to drive lead generation and conversion, but by utilizing them to amplify social and other organic efforts, brands can mitigate the loss of organic reach. Leveraged strategically together, these methods can help improve customer satisfaction, engagement, sentiment and loyalty, create brand awareness among new audiences and potentially boost sales. Here, members of Forbes Agency Council share tips for combining paid ads with organic social media content to see exponentially better results.

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Many marketing strategies employ both search engine optimization and pay-per-click tactics. While they may seem like entirely distinct entities at first glance, SEO and PPC can actually complement each other. Together, these two valuable tools can offer more robust insights when integrated than when operating separately. If you’re looking to make the most of your SEO and PPC campaigns, follow this advice from the experts of Forbes Agency Council. Below, 15 members share how the two strategies go hand in hand, and how you can best capitalize on the strengths of both.

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Social monitoring goes beyond “social listening,” which analyzes followers’ online comments, interactions and mentions of the brand to gauge consumer sentiment, as the brand representatives who serve as social monitors actually interact directly with individual customers. While implementing a social media monitoring program might seem simple enough, brands not only have to figure out the right approach and tools to employ, but also decide which people to place in this critical, time-consuming role.  Below, the members of Forbes Agency Council share their No. 1 precautions for any brand looking to start a social monitoring program. Read on to learn how to ensure that the interactions brand representatives have with individual customers via social media have the desired effect and benefit all parties involved.

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With the change of each year, there comes a distinct alteration of trends in the marketing industry. The changes that occur may be blatant, but more often, they are subtle, and you need to be looking for them to notice what they are. Determining what is trending is in a company’s best interests since it gives it the ability to focus on the big issues. With social media competing with mass media, a trend could explode in a matter of hours, making it even more critical to predict the eventuality before it happens. To help, 15 members of Forbes Agency Council weigh in on the trends they expect to show up throughout 2020, to better inform marketers where they should be putting their focus.

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By providing information in a clear, concise and dependable way, lasting customer relationships are just a click away.

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If your office is dealing with negative publicity or bad review blunders, it may be time to consider being more proactive.

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With so many people searching online for healthcare providers, physicians can’t ignore the importance of their personal brand, especially online.