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There Is More To The Process Than Awareness

Reading Time: 7 minutes Many of the actions taken in marketing are about awareness. It’s certainly the top concern of most every prospect that I talk with. A couple of weeks ago I had a conversation with a colleague that focused on awareness. We probably didn’t talk about it in the same terms as most. We were both a little frustrated that awareness was the main priority of so many people and so much of the marketing that went on. Awareness is great but… Read More »There Is More To The Process Than Awareness

Help your Business by Building Authentic Relationships

Reading Time: 4 minutes Whether it’s with co-workers, clients, other organizations, or customers building relationships is important. While this seems obvious, there is always a company who is more interested in a sale than a relationship. I understand you want to make money but if you look at your customers and only see dollar signs you may not be in business for long. If you want to keep them coming back, you’re going to need more than a great product. You’re going to need… Read More »Help your Business by Building Authentic Relationships

Planning doesn’t have to be a Nightmare

Reading Time: 6 minutes Planning can be arduous. Even more so if you don’t have a process or a model to help you. Well, lucky for us there is something that we can use to help put together a great marketing communication plan. It’s called GSOT. I have talked about before in a post a few months ago when I wrote about planning. For those of you who missed it, GSOT stands for: Goals Strategy Objectives Tactics Let’s take a closer look at how… Read More »Planning doesn’t have to be a Nightmare

Digital Marketing Results Start with your Website

Reading Time: 5 minutes Websites have been around since the beginning of the internet and its probably for that reason that we take them for granted. If your website could talk, it might throw out comedian Rodney Dangerfield’s signature line, “I don’t get no respect.” There have been plenty of new advances such as social media and digital ads that have been portrayed as the next big thing. The magic bullet that will put your efforts into the stratosphere. Just as the smartphone, tablet,… Read More »Digital Marketing Results Start with your Website

For Best Results, Don’t put your Efforts in a Silo

Reading Time: 5 minutes Options are a wonderful thing. They can give us multiple ways to get where we want to be. I love having options but sometimes, if you’re like me, it can feel like there are so many options that it’s overwhelming. Should you write a blog? How about doing a podcast? Maybe do some geofencing? Social media is important but should you be on Facebook, Twitter, Instagram, or Snapchat…maybe all the above? What about the media. Every business needs media attention,… Read More »For Best Results, Don’t put your Efforts in a Silo

Good Measurement Starts with the Right Goals

Reading Time: 4 minutes It’s no secret that I am an advocate of measuring marketing communication efforts. Without measurement, how can you ever know if you’re succeeding or failing? Too often we become afraid of metrics because it involves numbers but you need to get over it. Data is the present and the future. Measurement is hard. You need something to measure and that means work. After all, goals and objectives don’t create themselves. We have to conceive them. That’s simple. The hard part is… Read More »Good Measurement Starts with the Right Goals

Incuriosity Killed the Cat

Reading Time: 3 minutes You’ve heard the phrased “curiosity killed the cat”. It’s an old proverb warning us that being curious about other people’s affairs may get us into trouble. There is a certain wisdom in this but it certainly doesn’t apply to all situations and a lack of curiosity can be an even bigger problem. We are seeing the biggest changes in business since the industrial revolution. Automation, machine learning, and artificial intelligence are changing the way work is being done. Marketing communication… Read More »Incuriosity Killed the Cat

Prevent your Communication Efforts from Taking the Dirt Nap

Reading Time: 5 minutes The only thing sure in the world is change and this applies to your marketing communication efforts as well. We now have more options than ever. This is a good thing but it does make things more challenging. When we have always done things a certain way it feels comfortable. It’s what we know and to change can feel uncomfortable and maybe even a little bit dangerous. Recently I was having a conversation with a peer about Public Relations (PR).… Read More »Prevent your Communication Efforts from Taking the Dirt Nap

Your Leads Need Help to become Your Customers

Reading Time: 4 minutes A few weeks ago I talked about using the marketing funnel to convert leads into customers. The concept itself rather simple. Marketing communication brings people into the funnel and through its different steps: Awareness Interest Consideration Conversion If you follow this link you can read about the marketing funnel in more detail (you’ll notice that I have two steps that occur after the conversion. I’ll be discussing those steps in a future article). Today I’m going to talk about how… Read More »Your Leads Need Help to become Your Customers

What Makes Your Organization Unique?

Reading Time: 2 minutes Regardless of what your organization does, you have competitors and they likely offer many of the same products and services that you do. This can make running a business challenging to say the least. The question is, in a sea filled with heavy competition, how does your organization stand out? You do it by looking at those things that are unique to your organization. We call them differentiators and it’s what we are going to talk about today. What are… Read More »What Makes Your Organization Unique?