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When it comes to crafting a startup story so many entrepreneurs think an elevator pitch and a great deck will do the trick. This couldn't be further from the truth.

While product companies often have an easier time conveying their brand message, service-focused businesses also must have a strategy for creating their unique identity. Check out five ways to do it on a budget.

For our Ask the Expert column, marketing guru Joanna Lord highlights the top tools she uses for social media.

For our series Ask the Expert, marketing guru Joanna Lord chats about why she decided to dive into marketing and what newbie entrepreneurs can do to create a memorable brand.

Often people turn to a price-cutting strategy to compete but this can lead to a race to the bottom. Instead, entrepreneurs should focus on other ways to stand out and gain customers. Our marketing expert Joanna Lord talks shares six ways.

A guide to the most important aspects you'll want to focus on with your marketing efforts in the year ahead.

Loyalty is a two-way street. If you want to turn customers into raving fans, you'll have to go above and beyond when it comes to the service you provide.

Understand more about how effective your website is with these useful tools.

From gamification to local to analytics, a look at what's going to move the needle in marketing this year.

Having these types of people around to ask advice of and bounce ideas off can be essential to business owner's success.

Companies should tell the 'why' and highlight their stories in engaging ways.

Here's how to improve the ways you measure loyalty and make it a higher priority with employees.

The right messages, distinctive content and incentives are key to 'social optimization.'