Is your marketing plan like a spotlight or a floodlight? How to find your ideal customer

Focusing your energy and marketing dollars on finding customers most likely to be star performers will develop your business faster than trying to get attention indiscriminately. Being able to identify your ideal customer will improve your results, whether you have an established business or are launching a startup. Finding your ideal customer when you [...]

By |2019-04-12T13:35:49-06:00April 4th, 2019|Marketing, Startups, Strategy|0 Comments

Does cold calling still make sense? 5 warmer ways to generate leads

Phone technology has changed our behavior. People don’t take calls from people they don’t know anymore. Cold calling is about as welcome as robo calls. Likewise, cold sales emails often feel like SPAM. Today the odds of a cold call ending in a sale are depressingly miniscule. Richard Stephens reports in a Dec. 2018 [...]

By |2019-03-15T12:56:47-06:00March 12th, 2019|Business Communications, Marketing|0 Comments

Conquering decision fatigue: Why you should ask for help

After a day full of work-related decisions, the last thing I want to do is figure out what to have for dinner. My choice is to not choose, to instead leave the decision up to my friends at a meal box service like Hello Fresh or Home Chef. Can you relate? There’s a name for [...]

By |2019-02-20T10:50:38-06:00March 6th, 2019|Marketing, Strategy|0 Comments

“Hey, Google, how will voice search affect my SEO strategy?”

“OK, Google...” “Hey, Siri...” “Alexa...” “Hey, Cortana...” Search engine optimization is changing, and the devices we talk to are a big part of the reason why. Just when digital marketers thought they had gotten really good at picking the keywords most likely to be plugged into a search engine by consumers, people started asking [...]

By |2019-02-19T16:24:06-06:00February 26th, 2019|Marketing, Strategy|0 Comments

MQL, SAL, SQL: What’s lead qualification & why should you care?

Without buyers for an enterprise’s products or services, it cannot survive. It’s critical to create a strategy to inform enough of the right people about what you offer and to intentionally nurture relationships to increase the likelihood that they will decide to purchase what you offer. You’ll experience a greater return on your investment [...]

By |2019-01-22T09:18:17-06:00February 20th, 2019|Marketing|0 Comments

Is it time for a marketing audit?

We all know what an audit is. An audit is a thorough, objective examination and evaluation of something. In a financial statement audit, an independent accountant picks through your books and records to make sure all is in order, then the auditor will opine on the accuracy of your financial statements. A tax audit [...]

By |2019-01-13T01:00:25-06:00February 5th, 2019|Marketing, Strategy|0 Comments

Add customer experience to marketing’s ever-growing list of responsibilities

Old school wisdom called marketing a distinct function, separate from product development, IT maintenance, customer service – each was in its own silo. But in today’s world, the marketing team plays an even larger and more important role in business. Marketing is now also about creating and nurturing the customer experience. And every part [...]

By |2019-01-01T18:18:40-06:00January 30th, 2019|Marketing, Strategy|0 Comments

An entrepreneur’s guide to understanding Google Analytics terms

Let’s be clear: while there are other search engines, Google is the dominant force in cyberspace. If you want to know if your digital marketing plan is performing, you need to understand Google Analytics terms and how they tie back to your other marketing metrics. As a digital marketing pro, both on the corporate [...]

By |2019-01-23T10:56:57-06:00January 22nd, 2019|Marketing|0 Comments

Scrape or remodel? Factors to consider when evaluating marketing plan performance

What do you do when the marketing plan you’ve been working from gets stale? Staying on the present course would be a perfect example of continuing to do the same thing but expecting different results, and that’s never a good idea. You basically have two choices: rework underperforming parts of the plan or scrap [...]

By |2019-01-17T11:22:41-06:00January 17th, 2019|Marketing, Strategy|0 Comments

Storytelling: Position your customer as the hero in the journey to success

Today’s customers are inundated with marketing messages, news updates, goofy memes and personal social media threads. All but the most urgent have become easy-to-ignore white noise. How can your message stand out in all that cacophony? What’s more, your customers don’t respond to out-and-out advertisements in the positive way people used to. In fact, [...]

By |2019-01-01T17:14:18-06:00January 8th, 2019|Business Communications, Marketing|0 Comments
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