Why You Shouldn’t Use A Single Channel Marketing Strategy

I recently had a conversation with someone who needed a follow-up marketing piece. He’d had several meetings with prospects and was looking for something to send to remind them of his presentation. My first suggestion was to send the prospects to his website, but when I suggested this he said he had decided to take down his website several years…

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Real-Time Product Development Courtesy of COVID-19

The current Coronavirus pandemic has created a major case of heartburn for many businesses, but it has also provided opportunities. If you have done a SWOT analysis, this will certainly help test your assumptions and challenge your ability to rapidly develop new products and services. Before I go any further, please allow me to say I do not mean to…

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Are You Building Brand Advocates?

Every business owner knows the marketing funnel. In theory, if you create a marketing program, it will lead people through the funnel, generate sales, and grow your business. In practice that’s not what always happens. You need a solid marketing strategy and have to be intentional with your activities to make that happen. Most business owners never planned to become…

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Is Your Website Like A Car Without An Engine?

Building or updating a website can be like buying a car: You do some research, pick out a couple of styles and models that interest you, and then go to a dealer to test drive them. Once you have chosen the model and options you want, you negotiate for the best deal you can get, and find (or order) the…

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Beyond Newsletters: Making Your Email Marketing Work!

I get dozens of newsletter type emails every day. Some have great information and others…well, let’s just say I don’t contribute to their open rates any longer. Even among the ones that I do open, very few are actually doing all of the work they can do for the sender’s marketing program. The top three mistakes are common. Are you…

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Three Steps to Better Results from Your CRM

The Customer Relationship Management system (CRM) provides a critical link between sales, marketing, product development, and operations. When used properly, a CRM will help you understand your customers better, improve your offerings, close more sales and shorten the sales cycle. From a simple offline spreadsheet to a more sophisticated cloud-hosted app, almost everyone in business today is using some type…

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What is Marketing Strategy Anyway?

Marketing has become increasingly complex and data-driven. Every year, new tools that pull better data from more sources and enable increasingly personalized marketing become available, but using them to get better results is not as simple as it sounds. Choosing the tools to use and putting them together in a cohesive program is difficult at best – even for a…

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The Truth About SEO and Digital Marketing

Business spending on Search Engine Optimization (SEO) and digital marketing, including Pay Per Click advertising, has increased exponentially. Smaller companies are feeling the pressure to include digital marketing in their stack in spite of the fact that it frequently consumes 100 percent of their available budget. Is it worth it? As a Marketing Strategy Consultant, it is very rare for…

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