You’ve probably heard that you get just one chance to make a first impression so many times that it’s become trite. But when it comes to your company’s website, what may seem trite is absolutely true. Not that long ago, a company’s first impression may have been the exterior of its building, an ad in a [...]
From advances in digital technology to the lasting impacts of the Covid pandemic, nearly every aspect of the business world has been upended in the last few years. Yet far too many B2B sales and marketing efforts ignore the dramatic changes in customer buying behaviors. Although the dynamics between B2B buyers and sellers have profoundly changed, [...]
Your marketing leadership has devoted many hours of work and significant budget dollars to develop, establish and maintain an impactful and effective brand, capturing your company’s image in ways that support your business objectives. And then someone ordered those golf shirts. Golf shirts, or perhaps wraps for two new service vans, or maybe an ad supporting [...]
In my last article, I focused on the limitations of organic growth and counseled a strategic approach based on inorganic tactics. In this follow-up, I’ll look at a real-life example illustrating the problems of trying to go it alone. Our company has had the pleasure of helping many organizations grow and succeed. That growth and success [...]
Running a business literally has its ups and downs, as in how revenues and other critical figures can fluctuate from month to month. That’s why you’ll often hear owners sigh and happily report, “We’re doing just fine where we are.” If you’ve been saying things like that, don’t get too comfortable. As any kid with a [...]
Our team was reviewing the statistics for a client’s website a few months ago, and the data point that leapt out was the number of daily attempts by hackers to penetrate the site. It averaged in the thousands, and this wasn’t some giant national company. When you think of what your company needs in a marketing [...]
The right marketing partner can support your efforts to meet your business goals in many different ways — some of which you probably wouldn’t expect. Take the time a client wanted to make their team’s favorite annual event even bigger and better. They’re in the commercial facility services sphere, keeping vital equipment running efficiently and racing [...]
Not that long ago, Americans were able to disagree fairly and politely. But in a highly opinionated era and depersonalization through social media, a single word, phrase, or contentious spokesperson has the power to turn the smallest hiccup into open viral warfare. That’s why companies need to be especially careful their messages and actions don’t venture [...]
You’re on vacation or at a conference when you spot something that seems like remarkably clever marketing. You take a photo or make a mental note, and plan to “borrow” it for your own business when you get back home. Is that a good idea? Probably not. The most effective marketing is just like a company’s [...]
Companies pursue acquisitions for any number of reasons, most of which are related to growth objectives. Unfortunately, in the course of folding the new business into their own, companies often forget to integrate their marketing efforts. In some cases, failing to address marketing issues as part of the acquisition can lead to a company unknowingly becoming [...]
