How Do You Know if Your Marketing Efforts are Successful?
It happens frequently, and it always puzzles me. During an initial conversation with a CEO or company owner, I’ll ask how well their marketing is working. And they’ll reply with something like “I guess okay” or “it seems to be” or “I’m not sure” or even just a shrug. These are companies that invest significant sums to promote their advantages [...]
Happy Holidays from Buckaroo!
During the holiday season more than ever, our thoughts turn gratefully to those who have made our progress possible. We are deeply thankful and extend to you our best wishes for a happy and healthy holiday season. It is in this spirit we say, simply but sincerely… Thank you and Best Wishes for the Holiday Season from the entire Buckaroo [...]
How Do You Sustain Trust with Customers?
In my last column, I described a variety of effective ways for building trust among those who don’t know you. Once you’ve started the process, how do you maintain and grow that trust? A recent experience with a prospective service provider helped me think about the steps I take to strengthen trust among my customers and prospects. The firm contacted [...]
How Do You Create Trust with Prospects?
There was a time when cold calling was the mainstay of the sales process. Successful salespeople were those who had the courage to pick up the phone and call prospects, knowing that nine out of ten would reject them outright. Cold calling no longer works for a variety of reasons. For one, people rarely answer calls immediately. The invention of [...]
Google Analytics Should Be Your Company’s Best Friend
Having a business website and not using a free service known as Google Analytics is like buying a Ferrari and putting it up on blocks in your driveway. I don’t understand why someone would do that, nor do I grasp why companies would invest thousands in a website without using Google Analytics. I suspect it’s because many business owners know [...]
I’ve Never Seen this Before!
As a marketer, I’m always on the lookout for cool advertising – new or retro. Lately, I’ve been binge watching Mad Men – a television drama series about the lives of advertisers and creatives who work at an advertising agency on Madison Avenue in the 1960's. It’s visual style and historical authenticity down to the smallest detail is incredible. As [...]