The marketing industry has been upended over the past decade from marketing technology. The result is many businesses focus on tactics and forget about strategy – with disastrous results.
How many of us wake up and ask ourselves how we can offer LESS than our competition? Probably no one – yet that may be the most important question you can ask yourself about your small business.
People buy from companies and individuals that they feel have similar positions, thoughts and ideals to their own. Don’t be afraid to tell your story. Say it in places where your audience congregates, and your customers, fans (and evangelists) will come.
Every business today is actually marketing two distinct value propositions to its customers – and probably doesn’t even know it.
Have you noticed how many of the new marketing tools for businesses have more in common with IT than Marketing? If you’ve been reading this blog for any length of time (thank you, if you have) then you’ll know how I’m always banging on about how there are a raft of new tools, technologies and processes that help you get your business value message out there – better. The issue is, unless you’re reasonably adept in IT, many of the tools look about as inviting and user-friendly as North Korea. Let me give you some examples. By and large, static HTML based websites don’t help grow your online presence easily. Unless you’re a web guru (or have one to hand) updating static HTML sites is a pain – which is probably why so few companies bother. A site based on a Content Management System (CMS), on the other hand, gives you control, flexibility, easier SEO optimization (for non-SEO geeks) and the ability for anyone with permission to create and publish content to it (from wherever they are). OK, that’s all well and great. But while the developers of popular CMS platforms such WordPress, Joomla and Drupal have made great efforts …