Strategy

>Tag: Strategy

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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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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The Dartboard Approach to Marketing

By |2020-07-24T15:35:18-04:00March 10th, 2020|Categories: Branding, Marketing, Marketing Assets, Strategy|Tags: , , , , |

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 [...]

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Marketing is a Balancing Act

By |2020-07-24T15:35:43-04:00January 13th, 2020|Categories: Branding, Marketing, Marketing Assets, Strategy|Tags: , , , , |

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 [...]

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You Probably Don’t Know Your Customers All That Well

By |2020-07-24T15:36:01-04:00January 7th, 2020|Categories: Branding, Marketing, Strategy|Tags: , , , |

If your objective is to increase the number of customers you serve, a prudent way to start is by taking a closer look at the customers you already have. If that sounds odd, consider that the customers you already work with are presumably happy with the work you perform on their behalf. If you use [...]

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How Honest Do You Want Me To Be?

By |2020-07-24T15:39:22-04:00January 8th, 2019|Categories: Branding, Marketing, Strategy|Tags: , , , |

Does this make me look fat? The classic question and deadly measure of spousal honesty illustrates the inherent dilemma in conducting customer surveys. Just as spouses typically hesitate before responding, wondering whether the asker is truly seeking honest feedback or fishing for a compliment that might be a little untruthful, many companies claiming to be interested [...]

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