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COVID-19 Makes Marketing More Important Than Ever
The structural and behavioral changes brought about by COVID-19 means marketing has never been more important than today.
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The Importance of Marketing Strategy in Today’s Evolving Free Market
Any great marketing strategy has at its core a deep and fundamental understanding of customer behavior.
Choosing The Right Marketing Agency For Your Small Business
Is your marketing agency a ‘supplier’, or a ‘partner’? Here are some tips on evaluating your current marketing firm, and what to consider if you’re looking for a new one.
Better Business Marketing Means Having A Better Business
At its most fundamental, marketing is about effecting change. The challenge is educating, informing and/or entertaining your audience to be perceived as the change you want to happen.
Why The GDPR Will Improve Your Marketing
The European Union’s GDPR legislation provides perhaps the single biggest opportunity for businesses of all sizes (and locations) to improve their marketing performance.
Most Business Marketing Advice is Wrong
Most advice from so-called marketing gurus aren’t worth the blogs they’re written on. That’s because most of them have little basis in reality and are merely regurgitations of everyone else’s marketing articles with the same hopeless and ineffective ideas.
Why “Good Enough” Leads To Marketing Mediocrity
“Good Enough” is no longer good enough. Today’s business marketing successes are where someone refused to accept the status quo, and instead set out to change a fundamental rule of that industry.
Growing A Business: When Bigger Isn’t Better
The problem with building widgets faster and more cheaply is that you’re assuming the demand for those widgets will never wane – but that day will surely come. Today the innovation opportunity lies in the ability to address more transient customer needs.
Sales Lead Nurturing: Keeping Prospects On The Boil
Lead nurturing is the process of building relationships, reputation and trust with sales prospects in ways that are consistent, timely and relevant.
Selling Means Knowing When To Shut Up
I don’t want salespeople repeating marketing copy or technical specifications from the website. If I want a parrot, I’ll buy one.
Small Business Marketing: You Can’t Be Half Pregnant
Your business marketing is struggling because your value proposition is no longer perceived as having the same relevance with its target audience.
Sorry, HBR. Marketing is most certainly NOT dead.
Marketing is everything from what you sell, to how you sell it. To say that Marketing is dead is like saying that business itself is dead.
Every Business Is A Global Business: The Illusion Of Location
20 years ago the very fact your business was local was enough for customers to buy from you. Today that’s no longer enough.
Even The Best Salesperson Can’t Save a Poor Product
Today – more than ever – you better make sure that your product delivers on its promise. In today’s connected-customer environment where product information is so freely available, the sales division can no longer cover-up product weaknesses in the same way that it used to.
Business Change Is Inevitable
If you’re not happy with the way things are going, what fundamental, radical, extra-ordinary changes are you prepared to make to your business to change things?
“Fight or Flight” Business Marketing
The vast majority of companies aren’t very good at producing marketing experiences that pass the “Fight or Flight” test. I’ll go as far as to say that I’m betting that your company is one of them.
Marketing Your Business Means Simplifying Your Business
When marketing your business value to customers it’s imperative to match your communication to their expectation level at the time.
Trying To Out-Google Customers: Why You’ll Lose At Web Search
Don’t try to go up against your customers when it comes to content for web search results. You won’t win.
Dollar Shave Club: Definitely Standing Out
The genius of how a young upstart took on the big guns.
If Your Business Doesn’t Stand Out, it’s Invisible.
Today it’s about standing out, not fitting in. It’s the only way that your customers can see you. So, why do so many businesses choose to blend in, rather than stand out? One word: Fear.
Marketing Is About People, Not Technology
Business marketing today is not about the technology behind the initiatives. It is about connecting and providing value to meet customer expectations.
Yesterday’s Marketing Doesn’t Work Today
We don’t care about marketing because most marketing doesn’t care about us. Businesses need to create an environment where customers will market stuff to each other.
Shouting Can’t Compete With Storytelling
Today’s communication is less about shouting your message AT your customers, and more about telling your story TO them. Creativity is the new currency.
Customer Experience: The Difference Between Marketing & Selling
How is your business promoting its value offering? Are you still talking about acronyms, minutiae and and techno-jargon that no-one but you and your staff care about?
Customer Communication: Stop Talking Gibberish
Customers today are more demanding than ever before. They’re smarter than ever before. Because they have more knowledge – and therefore more POWER, than they have ever had. So why should they buy from you, as opposed to the company down the street, or the next town – or half way across the world?
21st Century Sales and Marketing
Update your marketing perceptions to delivery more effective customer campaigns.
Less Shouting, More Communicating: Advertising Grows Up
Customers are more savvy than many marketers give them credit.
Business Value Can Be Stating The Obvious
What’s obvious to you may not be so obvious to your customer.
The Greatest Customer Service Strategy
What’s the best customer service strategy? The answer is more obviously than you may imagine.
Risk & Assumption: Making An Ass Out Of U and Me
Assuming anything in the customer buying journey makes as ass out of you and me.
When All Businesses Are Remarkable, They’re All The Same
You cannot position your company based upon attributes that can be used by your competition. Your business value proposition needs to be something that the other guys can’t claim as their own.
Cold Calling Sales Conversation Over A Ruby Murray
Cold sales calls haven’t died. They’ve evolved.
Content Isn’t Everything. It’s The Only Thing.
Few businesses take the content of their customer-facing collateral as seriously as they should.
Middlemen Are An Endangered Species
The irrelevance of intermediaries.
Maintaining Credibility In The Eyes Of Your Customer
If you don’t seem credible to your customer, they’ll buy elsewhere.
It’s not WHAT you sell, it’s WHY you sell
Customers buy into why you’re in business, as much (or even more) than what you’re selling.
Review: “Enchantment” by Guy Kawasaki
Guy Kawasaki’s new book “Enchantment” talks about the importance to go the extra mile in customer service and satisfaction before, during, and after the sale.
Media Companies: Stop Trying To Save The Past
Media companies will fail in their efforts to put obstacles in the way of content distribution.
Why Didn’t I Think Of That? Asking The Right Business Questions
Asking questions is only important if you’re prepared to act on the answers – no matter how painful they may be.
Mainstream Media Is Broken: The Growth Of Online
In the same way as publishers, newspapers & music companies before them, film studios must change to a customer-centric model in order to survive.
Stop Selling
There’s one common trait that the best sales and marketing people all seem to possess: Passion.Even more articles!