Are You Forgetting Your Most Important Audience?

By |2021-08-23T17:03:39-04:00August 18th, 2021|Categories: Marketing|Tags: , |

The marketing director worked hard on the new campaign and convinced the CFO to budget extra dollars for the launch. It was an exciting promotion with an impossible-to-ignore offer that was certain to boost sales to new highs. Only one problem: nobody told the sales team about it. So an hour after the email blast went [...]

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So Who Has Your Password?

By |2021-07-20T14:20:27-04:00July 15th, 2021|Categories: Marketing Assets|Tags: , , |

You’re so excited about your new website. After weeks of work, it’s just about ready to launch and the developer needs the credentials for your hosting service. That’s when you remember Larry. Ah, Larry. When you launched the current version of your website four years ago, he was your technology Larry-of-all-trades, overseeing the network and helping [...]

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What Separates an Advocate from a Vendor?

By |2021-05-25T10:15:38-04:00May 21st, 2021|Categories: Marketing|Tags: , |

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 [...]

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How Do You Know if Your Marketing Efforts are Successful?

By |2021-01-23T15:02:12-05:00January 21st, 2021|Categories: Key Performance Indicators, KPIs, Marketing, Strategy|Tags: , , , , |

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 [...]

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How Do You Sustain Trust with Customers?

By |2020-12-15T04:26:05-05:00December 1st, 2020|Categories: Marketing, Strategy|Tags: , , |

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 [...]

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How Do You Create Trust with Prospects?

By |2020-12-13T12:37:57-05:00October 15th, 2020|Categories: Marketing, Strategy|Tags: , , |

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 [...]

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Google Analytics Should Be Your Company’s Best Friend

By |2020-09-23T09:43:41-04:00September 22nd, 2020|Categories: Key Performance Indicators, KPIs, Strategy|Tags: , , , , |

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 [...]

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Why Your Company Must Have a Responsive Website

By |2020-08-21T11:34:07-04:00August 18th, 2020|Categories: Branding, Website Design|Tags: , , , |

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 [...]

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Smart Marketing Starts With a Sales Perspective

By |2020-07-24T15:33:23-04:00July 7th, 2020|Categories: Marketing, Strategy|Tags: , , |

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 [...]

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

By |2020-07-24T15:35:01-04:00April 27th, 2020|Categories: Branding, Marketing, Strategy|Tags: , , , |

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 [...]

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