TLDR: Protect your brand. Take the time and invest the energy in ensuring your customer avatars are accurate and properly explained to your sales team. And then adhere to the definition when qualifying customers. How did you decide who to target as prospective customers? Did you start by sitting down at your desk and figuring out who would pay for…
As a small business owner, you have limited time, and you need as much of that time as possible to grow and improve your business. But you also have limited financial resources, which you need to use wisely, so hiring staff may not be possible. Many small business owners try to keep their expenses in check by taking a “Do…
The fight for the attention of prospects and buyers is very real. The quality of your interactions with each prospect needs to be spot-on, or they will be lured away by someone who is presenting the content they are looking for when they are looking for it. Omnichannel marketing is more powerful now than ever before, and that means you…
I have a former client who wanted to create a powerful, specialized, searchable directory of service providers in a specific industry by job role or function. This online directory would be supported by advertising revenue, and the ads would be displayed in order of who was willing to pay the most to appear first for a specific search. He fell…
In larger organizations, a Chief Marketing Officer (CMO) plays a crucial role in helping the company scale and grow intelligently. The CMO is an executive level leader who contributes to the strategic planning and implementation of programs designed to help your company grow. Why does your company need a Chief Marketing Officer? Most smaller companies work with a marketing agency…
Reviews can be very helpful to your business. You can - and should - get reviews on each online platform where your business can be found. Most platforms will not allow you to copy and paste reviews from other platforms, so it's best to ask for a review on a specific platform. Getting reviews is surprisingly easy when you provide…
A Chief Marketing Officer is someone who has deep marketing knowledge and is an experienced leader who knows how to get things done. The CMO is responsible for developing the strategy for product development, pricing, advertising and branding, customer outreach, and establishing key performance indicators (KPIs) that drive business decisions for revenue and growth. How would you know if you…
Content is King, right? We’ve heard that so much we’re tired of it, but it is true. Content helps you establish authority, propagate your brand, as well as create and nurture relationships with your audience. Not all content is good, but these four tips can help ensure your content marketing will work well for your business. Does your content resonate…
Is your marketing team doing any, or all, of the following things? More time is devoted to discussing how things look instead of what they convey. The metrics you track are not being used to learn more about customer perception and behavior. The sales process is more focused on explaining what you offer than on listening to what your customers…
You’ve done everything you can to improve your advertising and you’re still not getting the results you want. You’ve fine-tuned your audience targeting, A/B tested your messages, used great CTAs, and even offered discounted pricing. Your customer service is ranked well above average, and you deliver on what you promise. Well, maybe it’s not your advertising. Maybe it’s your product…