Tag Archives: strategy

Strategy FAQs

Any strategic plan is worth doing. Whether you spend 3 days off-site developing a plan for the company, or meet with a marketing firm for 90 minutes, your strategic plan will make life easier for you and bring you new business. We’ve put together a list of Q&As that might help you get started. Read More...

The Law of Averages

Marketing works on the simple premise that the more prospects and customers you reach with valuable content, the more likely you’ll get more business. So a well-thought-out communications strategy is important to filling the sales funnel with qualified leads that turn into business. Read More...

Planning Your Marketing Strategy

A marketing strategy means different things to different companies. For some businesses, we develop a strategy for digital marketing. We can also help a company develop a strategy for a successful public relations campaign. At other times, a company needs a new strategy because they are targeting a new audience. Read More...

What Is Your Competitive Advantage?

photodune-3032094-competitive-advantage-xsLater on this month I will judge student graduates of two programs conducted by Empowered Women International. One program is for students learning the fundamentals of entrepreneurship, the other program is for women who have already initiated their own business. Read More...

Can I Check My Own SEO?

photodune-7721281-seo-xsKeeping with the website theme this month, let’s talk about SEO – search engine optimization. It comes up often when we are talking with clients and prospects. There are lots of questions. What exactly is SEO? Do I have to pay for SEO? How can I tell if the SEO on my site is good? Where do I start? Here’s a quick overview on how you can control your SEO. Read More...

Win Back Former Customers

photodune-7706815-mail-xsIn a recent issue of Harvard Business Review, the featured topic was Marketing In The Age of Social Media. It’s a great read, with information on Branding, Crowd Culture and Social Media. The article discusses the challenges facing companies today. Be sure to pick up your copy – either at the newstand or online. In this same HBR issue, there’s an article on strategies that companies use to win back customers that they’ve lost. It reminds me of a former job I had in the corporate world. I worked for a firm in the insurance world – an industry that churns its customer base fairly often. We decided to add an annual marketing initiative to try to win back former customers. It was an inexpensive campaign and one we could measure fairly well. The idea was to select 1000 former customers and mail something to them quarterly, with a letter asking for their business. We called it the “We Want You Back” campaign. Each year, this list brought us at least 100 more customers. Here’s how you can plan your own campaign. Read More...

Your Target Audience

Target audience infographic with magnifying glass and man and woman icon inside chart. Income rating concept. Flat icon modern design style conceptWhatever you call it – Personas, Demographics or Target Audience – knowing who your most likely customer is and how you can appeal to him or her is extremely important. When we talk to clients, very often they describe their targeted prospect as someone they think should use their service or buy their product. It’s not quite the same thing. Your target audience is defined by demographics, habits, interests, and a personal story. You probably have several target audiences – and each one wants to hear slightly different information from you. It’s a good thing for companies to re-examine their potential customer. Are you missing a key piece? Here are some ideas for defining your target audience. Read More...

Remember Me!

photodune-9254946-trying-to-remember-xsIf we could just get our prospects to remember us, we’d be golden. If a prospect expresses interest in your product or services, chances are they NEED you. But will they make the decision to go forward? And better yet, when they DO make that decision, will they remember you? Read More...

5 Steps to Creating a Winning Message

Creating a winning marketing message is hard. Most companies don’t know how. They confuse a marketing message with their mission. Or, they’ll tell you what they use for a tag line. Some companies will begin by telling you how long they’ve been in business. Your customer, when they hear any of the above, is already thinking about something else. You’ve lost them. Read More...