Far too often, retailers think that consumer buying is randomized. That certain products appeal to certain customers and that a purchase either happens or it doesn’t. They approach product and service marketing in the same way, based on trial and error. What if there were a distinctive set of steps that most consumers went through... More »The Six Stages of the Consumer Buying Process and How to Market to Them
Grow A Business
Better to be lucky than good. If you had a choice which would you rather be? Luck is defined by Merriam Webster as “the things that happen to a person because of chance : the accidental way things happen without being planned.” Not sure about you, but I am not willing to make critical business... More »On Lucky Marketing
Most business owners want more traffic, but most don’t realize they might not need more traffic. I have talked about this many times on this site, but online marketing comes down to two components; Traffic Conversions If you have an effective website, it should be generating you leads automatically. If you are generating at least... More »How to Increase Your Website Leads Without Increasing Traffic
Let’s face it, a lot of us just aren’t the brightest when it comes to equations, percentages, and visualizations of data when its related to marketing. That’s why there’s a bunch of companies out there filled with people who do understand. And, they want to make it easier for everyone else to understand as well.... More »Why the Idea of Content Scoring Will be a Massive Help for Marketers
It’s just a game… or is it? Mentioning Candy Crush Saga to any of my friends elicits a couple of different responses, but one of the main ones is, “I hate that game!” Hate as they may, Candy Crush players continually come back for more – especially now that the bizarrely notorious Flappy Bird has... More »Feeding the Addiction: Content Marketing Lessons from Candy Crush Saga
Whether your organization has a designated production manager or each campaign is assigned a manager, you’ll find the process never goes smoothly. As simple and logical as the process may be, every project, before reaching completion, will have bumps along the way. How can it not? Marketing departments typically juggle 20+ projects (or more) on... More »Increase Marketing Productivity with Four Minor Adjustments
Like the hundreds of thousands before me, last week I found myself calling into Comcast’s customer service department to complain about the 2-3 Mbps out of 50 Mbps Internet speed I was receiving (a painfully regular experience). First time, the representative disconnected from my call unprovoked. Next time, they set up an appointment for a... More »How to Evaluate a Customer Service Representative
Priced to sell, an article appearing in Bdaily Business News, touts the use of auctions to ‘achieve maximum value’ from sales. According to the author, auctions allow “Sellers to have the ultimate reassurance that they are reaching the widest possible markets and getting the best price, while buyers have an opportunity to contribute and pay... More »The Problem with Priced to Sell
I’ve said before that even if you’re not selling online, you are selling online. Your website is more than a brochure, and for B2B companies where sales are highly considered, your website can be the tool that helps put your company in the consideration set. I read an article over at Inc.com yesterday titled, “One... More »Should You Give Away Information To Improve Online Lead Generation?
Content, whether it’s social media, a press release, blogs, or Web copy, doesn’t have to be read. Most of the time and effort you put into writing it is wasted on skim-throughs and an overbearing amount of competition from other websites. But content doesn’t have to waste your time, not when you take the right... More »Writing Content Your Audience Wants to Read
Once upon a time, there existed a publishing model that allowed media outlets to charge consumers for accessing their content by selling them actual physical copies of newspapers and magazines. In this bygone era, editorial departments and sales teams had very little to do with one another for the most part. But in today’s media... More »Is 2014 the Year of Branded Content?
I read a wonderful piece of language in a recent blog post by Barbara Lippert. Ms. Lippert was writing about “House of Cards” and described the new phenomenon of “appointment binge watching.” What, on the surface, sounds like an oxymoron is actually a new consumer behavior and reinforced for me the importance of content being... More »Is Your Content Investment-worthy?
Customer experience is the sum of every interaction customers have with your brand; whether it’s talking to an employee in-store, or purchasing a product online. But delivering an authentic customer experience means realising there is no ‘one size fits all’ customer service. Every element of their experience is important for building up those long-term business-customer... More »One Size Does NOT Fit All: 5 Steps to a Solid Customer Relationship
Digital PR has forever disrupted how we measure and track public relations. leaving many PR pros scratching their head in confusion. Advertising value equivalency (AVEs) are going the way of the dinosaur and for those struggling to put a value on their PR visibility, it’s time to take a fresh look at the possibilities. The... More »Begone, Evil AVEs! There are Better Ways to Measure Public Relations
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