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Reach vs Visibility: Which is Right for Your Marketing?

Reading Time: 4 minutes A few weeks ago I was reading a newsletter and the author was having fun with a “what’s in and what’s out” list for 2024.  There was one thing on the list that stood out to me. It showed visibility being in and reach being out. My first reaction was that visibility should always be in but it made me think. Should that always be the case? Unless you live in a world where nuance doesn’t exist, the answer is, it… Read More »Reach vs Visibility: Which is Right for Your Marketing?

Focus Your Marketing Efforts By Saying “No”

Reading Time: 7 minutes Marketing in our modern world has many ways to connect with people across multiple channels in unique and entertaining ways that can create the type of engagement that doesn’t just bring you new customers but ardent and loyal followers as well.  It’s probably the kind of thing that your marketing grandparents would have killed for.  But there is risk involved that comes in the form of saying yes when you should be saying no.  This might sound contradictory to getting… Read More »Focus Your Marketing Efforts By Saying “No”

Focus Your Marketing with a Strategic Plan

Reading Time: 5 minutes We are a little more than three months from the new year and you what that means: It’s time to think about creating your 2024 strategic marketing plan.  I know it seems a little early but time flies.  Before you know it Halloween will be upon us. A short time later you will be celebrating Thanksgiving and then you will be in full-blown holiday mode with Christmas and New Year’s barreling down on you. There is no better time to… Read More »Focus Your Marketing with a Strategic Plan

Is X a Valuable Tool for Marketing and Communication?

Reading Time: 6 minutes A few months ago, I wrote an article about Twitter but much has changed since then.  For one, Twitter has been rebranded simply as X as part of its owner’s master plan to create an everything app, a vision he’s held for a long time.  There is a question that has been looming in my mind for months now. Not only for those who currently use X but for those who might be considering using it as part of their… Read More »Is X a Valuable Tool for Marketing and Communication?

Measure Your Marketing to Unlock Valuable Insights

Reading Time: 6 minutes Measuring your marketing and communication is one of the important things you will do. It will help you fine-tune your efforts so you can get the most out of your marketing. But first, let’s talk about what this post is not. It’s not about how to analyze your data. If that’s what you’re looking for, I highly recommend visiting Trust Insights. This is not about how to use Google Analytics but this is a good time to remind you that… Read More »Measure Your Marketing to Unlock Valuable Insights

A Guide on Selecting the Right Channels for Your Integrated Marketing Communication Program

Reading Time: 8 minutes In the last article, we talked about why you should use integrated marketing communication for your business.  As I was editing that piece, it dawned on me that it didn’t cover how you make the decision of what channels you should use.   When it comes down to it, what is right for you might not be right for me, and vice versa. So, where do you begin to make this type of decision? You need to research so you can… Read More »A Guide on Selecting the Right Channels for Your Integrated Marketing Communication Program

The Benefits of Integrated Marketing Communication for Small Businesses

Reading Time: 8 minutes Small businesses have more marketing resources than ever but there are still challenges. There is more noise. There is more fragmentation as people move across multiple social media platforms, listen to and watch streaming networks, and consume podcasts, videos, and articles on the internet. It’s also easier for people to avoid what they aren’t interested in. In today’s world, if you want to continue to compete, you need to let go of the old marketing ideas of blasting ads and… Read More »The Benefits of Integrated Marketing Communication for Small Businesses

Increasing Visibility in the Marketplace: What Small Businesses Need to Know

Reading Time: 12 minutes For a large corporation like Microsoft, Google, Apple, Toyota, Ford, GM, or Coca-Cola visibility isn’t a major issue.  They get tons of visibility and part of the reason is that they are pillars of their industry.  They also have huge marketing budgets that allow them to run ads on a regular basis. You may not be a direct competitor to any of the companies that I listed but you might find yourself competing with them for attention.  That said, small… Read More »Increasing Visibility in the Marketplace: What Small Businesses Need to Know

Market to the Right People

Reading Time: 8 minutes One of the traps that marketers fall into is trying to speak to everybody. The problem is everybody isn’t going to listen. It could be because they think what you convey is utter nonsense or maybe they are just indifferent.  You aren’t going to be able to convince everybody that your product or service is for them because it’s not.  The key has always been to focus on those you have the best chance with and not waste your time… Read More »Market to the Right People

The Top Five Articles From 2022

Reading Time: 4 minutes Sometimes I’m surprised about which articles I’ve published get traction and which don’t. It’s a reminder that your masterpiece may not do what you hoped and what you see as a more modest, utilitarian article might take off. Your audience will always tell you what they want to see so don’t ignore them. After taking some time off at the end of 2022, I’ve been easing into 2023. I’ll be back to publishing regular posts in a couple of weeks… Read More »The Top Five Articles From 2022