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 |2021-11-29T10:52:30-05:00September 22nd, 2020|Categories: KPIs|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

You Don’t Really Need a Marketing Agency, Do You?

You’re a smart businessperson who runs a successful company. You oversee production, product development, hiring, finances, and all the other elements needed to run a healthy business. Why in the world would you need to hire an outside marketing agency? No matter what business or industry you’re in, it’s simply impossible for you to know everything [...]

By |2020-07-24T15:35:01-04:00April 27th, 2020|Categories: Branding, Marketing, Strategy|Tags: , , , |Comments Off on You Don’t Really Need a Marketing Agency, Do You?

The Dartboard Approach to Marketing

Grab a handful of darts, close your eyes, and let them fly across the room. You’ve just demonstrated the marketing strategy far too many companies use. I’m not saying those companies are run by stupid people. In fact, they’re usually remarkably bright people who have outstanding products or services to offer in their marketplaces. But when [...]

By |2021-11-12T07:06:14-05:00March 10th, 2020|Categories: Branding, Marketing, Marketing Assets, Strategy|Tags: , , , , |Comments Off on The Dartboard Approach to Marketing

Marketing is a Balancing Act

As a marketing and advertising agency, it makes sense that our primary contact at most clients is the individual who oversees marketing. But we usually find ourselves navigating around many masters. When a company draws upon outside accounting expertise, that firm normally works with the controller or the CFO. If legal help is what’s needed, the [...]

By |2020-07-24T15:35:43-04:00January 13th, 2020|Categories: Branding, Marketing, Marketing Assets, Strategy|Tags: , , , , |Comments Off on Marketing is a Balancing Act
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