Productization is the process of taking a skill or service that has been used internally and developing it into a standard, fully-tested, packaged, and marketed product. It results in a cohesive, repeatable offering or set of offerings that solve a business problem for your customers. The offerings can be created to accommodate a degree of customization to make them even…
Peter Drucker once said that “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” Drucker could not possibly have envisioned the turbulence we are experiencing today, yet his words are very applicable. If you have not started to strategically examine and realign your marketing, you might want to do so now.…
Lead generation is killing your business. Yes, you read that right. It’s true. Here’s how, and what to do about it. Lead generation is a reactive process for finding prospective buyers, creating a relationship, and converting as many as possible to customers. It relies on knowing that someone already has a pain point that your offerings can solve. And that…
Recent studies have shown that a focus on lead generation reduces the effectiveness of marketing efforts for all sizes of company, across all industries. That may seem counterintuitive, but it’s true. To generate closed and repeat business, it is essential to prioritize developing relationships and authentically representing the brand. A catchy or slick campaign, great lead magnet, or memorable elevator…
You’re spending more and more on marketing every month. Your Cost Per Lead (CPL) and Cost Per Acquisition (CPA) are going up, but lead generation and the number of conversions are dropping. These are all signs of a single issue: Your marketing strategy is failing! The strategy you initially created may have worked when your company was new, but what…
Chat GPT, BARD, and artificial intelligence are changing the face of marketing. But what are some best practices for the use of artificial intelligence that business leaders need to know?
Many smaller companies developed their offerings when the company first opened. But they don’t always revisit their products on a routine basis, and they are not necessarily as engaged in product improvement as they need to be. In the competitive markets we find ourselves in today, it’s important to keep pace with shifts in the market and changes that may…
As a small business owner you’re probably always looking for ways to improve the results you get from your marketing. Many business owners don’t feel that they are getting enough leads or that the leads they are getting are not closing as often as they should. These can be among the first signs that a marketing tactic is not doing…
Artificial intelligence has revolutionized the way businesses operate, and it has already become an essential part of the marketing industry. One specific form of AI that is gaining popularity in marketing is generative AI. Generative AI is a type of AI that creates new content by analyzing existing data. In marketing, this can be used to create customized content for…
TikTok has been in the news a lot lately. In case you’ve missed it though, Congress is considering a ban on the app if China does not sell its ownership in the company. The concern is the risk to the privacy of millions of Americans and national security. My goal here is not to get into a political debate, but…