Peter Drucker is one of my favorite business thought leaders. He could not possibly have envisioned the experience we all lived through this year - and continue to experience - but his visionary advice includes a particularly relevant admonition: “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” Most years I…
Marketing is a marathon, not a moment. Everything you do to market your company presents a trade-off between time, money and results. It should be no surprise, then, that the best marketing strategy for your organization needs to strike a balance among these factors to achieve and maximize return on investment (ROI). The best strategy needs to take a programmatic…
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…
It's not uncommon for me to be asked by a client why their email marketing is not producing sales. And my response is always a question: How are you using it and what other marketing tactics are you using? I would not expect email marketing to produce sales if it's being used in the manner most companies are using email.…
Marketing Automation, also referred to a Marketing Technology or Martech, provides many benefits to the companies using it for their digital marketing programs. "Martech" is a catchall for the use of automation and systems to serve content and gain greater insight into your audience. It includes things like email marketing, and in recent years has become an integral part of…
I have spoken to many business leaders who know the benefits of using Social Media in their marketing program. The best Social Media programs all share certain characteristics that are predictive of success. One is that the company either has an in-house team member with Social Media Marketing experience or has outsourced it to a company that specializes in Social…
Marketing Technology (Mar-Tech) can be very useful to your business, if you know what to use, when to use it, and how it works best. But choosing the right marketing technology is not easy, even for those of us that use it regularly. Functionality is a great way to decide which platforms are right for you, but it seems as…
Everyone knows how important it is to measure the results you are getting with anything you do in business. It’s all about numbers in business, right? This is especially true when it comes to marketing, but how you measure and what you do with that information are as important to your success as whether you measure. There are certain metrics…
There is a lot of confusion about what a marketing strategy really is. Business leaders hear the term used by so many professionals who have very different skill sets and offer very different products, so it is not surprising that this confusion exists. Hopefully this post will add some clarity for you. As the image at the top of this…
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…