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What Separates an Advocate from a Vendor?

I developed a better understanding of our company’s business model the morning our son and his three-week-old driver’s license crossed paths with another vehicle in a local roundabout. Our car didn’t look too good, but he was fine. The driver who hit him was also uninjured, and her car suffered the worst of the damage. Most [...]

By |2021-05-25T10:15:38-04:00May 21st, 2021|Categories: Marketing|Tags: , |Comments Off on What Separates an Advocate from a Vendor?

Three Easy Fixes for Your LinkedIn Profile

While LinkedIn celebrates its 18th birthday on May 5, few people realize that LinkedIn was launched nine months before Facebook launched at Harvard – making it one of the oldest social networks still in use today. With 55 million companies as members, LinkedIn is clearly a driving force in the economy as evidenced by 61 million [...]

By |2021-04-05T07:13:05-04:00March 29th, 2021|Categories: Marketing, Marketing Assets|Tags: , , |Comments Off on Three Easy Fixes for Your LinkedIn Profile

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 [...]

By |2021-01-23T15:02:12-05:00January 21st, 2021|Categories: Key Performance Indicators, KPIs, Marketing, Strategy|Tags: , , , , |Comments Off on How Do You Know if Your Marketing Efforts are Successful?

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 [...]

By |2020-12-20T10:26:08-05:00December 20th, 2020|Categories: Holiday|Tags: , , , , |Comments Off on Happy Holidays from 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 [...]

By |2020-12-15T04:26:05-05:00December 1st, 2020|Categories: Marketing, Strategy|Tags: , , |Comments Off on How Do You Sustain Trust with Customers?

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 [...]

By |2020-12-13T12:37:57-05:00October 15th, 2020|Categories: Marketing, Strategy|Tags: , , |Comments Off on How Do You Create Trust with Prospects?

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 [...]

By |2020-09-23T09:43:41-04:00September 22nd, 2020|Categories: Key Performance Indicators, KPIs, Strategy|Tags: , , , , |Comments Off on Google Analytics Should Be Your Company’s Best Friend

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 [...]

By |2020-09-08T16:09:53-04:00September 8th, 2020|Categories: Creative, Marketing|Tags: , |Comments Off on I’ve Never Seen this Before!

Why Your Company Must Have a Responsive Website

Think about how much money your company has invested in your website and how important that online presence is to your business. Would you be shocked to learn your site is frustrating four of every five users? Today, most adults in the U.S. access web content through mobile devices such as phones and tablets. How big [...]

By |2020-08-21T11:34:07-04:00August 18th, 2020|Categories: Branding, Website Design|Tags: , , , |Comments Off on Why Your Company Must Have a Responsive Website

Smart Marketing Starts With a Sales Perspective

I’m not sure why sales and marketing have developed a relationship just as contentious as IU and Purdue. They’re equally important functions that serve the same organizations, and each offers expertise that could benefit the other. But put them in the same arena -- even if that arena is just an average conference room -- and [...]

By |2020-07-24T15:33:23-04:00July 7th, 2020|Categories: Marketing, Strategy|Tags: , , |Comments Off on Smart Marketing Starts With a Sales Perspective