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DrivingRain

Nov 23, 2011 4:35:00 PM

Happy Thanksgiving from RainCastle and the HubSpot Unicorn

The holidays are a great time to re-connect with customers and reinforce professional and personal relationships for your brand. One of the best ways to do this is by sending a holiday card or holiday-themed newsletter that celebrates the time of year, offers content or exclusive promotions, or just offers a laugh.

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Tags: marketing / email marketing / brand messaging / HubSpot / content creation
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Posted by Paul Regensburg on May 5, 2011 4:24:00 PM

Is Your Website a Marketing Machine or a Marketing Brochure?

One of the biggest changes in the past five years has been the shift from websites being virtual brochures to being much, much more. In the early days of the internet, say 5 to 10 years ago, a company’s website was typically a place to list information and show some attractive images. Today, smart companies have completely integrated their sites with their broader sales and marketing initiatives. Here are some ways that you can ensure that your site is a fully-functioning marketing machine rather than a static brochure:

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Tags: marketing / email marketing / marketing ecosystem / lead generation
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Posted by Paul Regensburg on Jan 4, 2010 10:20:00 AM

The 7 Characteristics of a Differentiated Website

I separate the experience of creating "a website that differentiates" from creating a website. In 2009, anyone can create a website. Surprisingly few can create a differentiated website. What are the characteristics that make a website differentiated?

Brand strategy - brand strategy or positioning are fancy terms for professional differentiation. Listen to your customers, incorporate that intelligence into your own language and practice, share the kool-aid with your organization and feel great about being able to explain what you do with confidence while riding the elevator and talking to an impatient prospect. The website will come so much easier and faster when the brand is right.

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Tags: marketing / web design / branding / SEO / email marketing / marketing ecosystem / PR / PPC / Flash / differentiation
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Posted by Paul Regensburg on Dec 8, 2009 10:02:00 AM

Using Video to Put a New Spin on an Old Story

I'm struck by a wistfulness in some of my clients when we work together. They tell me that the work on which we collaborate — creating their brand and web experiences is the most fun they have in their job. I'm happy to represent that for them and feel that as hard as we all work, it's important to find some joy and perhaps tap into that passion that originally led us down the path to where we are today.

My job seems to many to be fun. My company makes things. There is creativity in what we produce and subjectivity in how it is received by clients. But, while this is true, even in our field, there is repetitiveness and some of the mundane. Back in June, I began thinking about a fresh way to convey how RainCastle thinks, on our new website, which has now launched. Watching HBO's "In Treatment" one night, I had an inspiration. For those of you unfamiliar with "In Treatment," Gabriel Byrne, a terrific actor, plays the part of a psychiatrist and each night of the week he sees a different patient. These dramatic and expertly crafted sessions make up the show. You get to follow psychiatrist, Dr. Paul Weston (Byrne's character), as he guides each patient through issues and crises, in most cases toward greater self-awareness. I've often felt there are parallels with how we consult with our clients, and the approach of a shrink. We're both diagnosing a problem by analyzing a symptom and sometimes delving into its root cause. In our case the patient may have an underperforming website, marketing campaign or brand.

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Tags: branding / email marketing / social media / video
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