Archive for the ‘Business Development’ Category

3 Traits of Successful Entrepreneurs

Tuesday, April 7th, 2015

I responded to a reporter’s inquiry recently about the traits of successful entrepreneurs. I love responding to questions like this because they cause me to be introspective and think about things that I believe have contributed to my own success–and that may be, potentially, helpful to others. As I look back on my career, and the launch of my business in 2008 (still going strong almost seven years later!), there are a few key points that come to mind. (more…)

Leveraging Digital Loyalty Programs

Saturday, March 21st, 2015

Rewards programs are a commonly used practice by certain types of businesses. Airlines offer frequent flyer miles, while Starbucks offers free coffee after a certain number of purchases.  There are many other examples of these programs, but what does it take to really make these programs take off?

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Getting More From LinkedIn

Thursday, March 19th, 2015

LinkedIn is my go-to social media tool, primarily because most of my work is in the B2B space, but also because of the real value the site provides business professionals, whether they are seeking jobs, doing business development or furthering their careers. (more…)

Surviving and Thriving in a Blue Ocean

Thursday, March 5th, 2015

In a previous blog post, we discussed the difference between blue oceans and red oceans. As a very brief recap, red oceans are the “what is” of the industry; it’s what is being done. Blue oceans, by contrast, are an open frontier. They are the unknown. They are the space where companies create their own new markets.

The benefits of blue oceans are apparent. There’s no competition yet. You invented the market and are in many ways a monopolist. Given the benefits of blue oceans, every business would operate in them if they could; however, it’s not that easy. (more…)

Are Trade Shows Worth the Investment?

Saturday, February 28th, 2015

I responded to a reporter’s question recently about the value of trade show participation for businesses. It’s a question that I have often pondered myself. “Are trade shows worth the investment?” Having attended trade shows, both as a participant and as an exhibitor, my opinion tends to lean toward (more…)

Think Before You Give That Next Customer Discount

Thursday, January 29th, 2015

A few years ago I was lamenting my cable bill with a friend who told me she had recently told her cable company she wanted to cancel her service because, based on how little she watched TV, she couldn’t justify the monthly fee. Rather than lose a customer, the cable company offered a steep discount. I’ve heard of others who have used the same strategy successfully.

I recently came across a Harvard Business Review piece called “The Downside of Discounts,” which reminded me of these cable company discounts. (more…)

Tweeting Locally

Tuesday, January 27th, 2015

One of the many things I enjoy about marketing is attempting to generate the most results with the least among of time, money and effort. I want to get more for less. From an advertising standpoint, that means, for instance, that just because the Super Bowl pulls in a large audience each year, it may not make sense to put your message in front of that audience unless a significant percentage of it might represent potential customers for your products or services.

Social media is a lot like that. Just because social media can deliver an international audience doesn’t mean that it makes sense for you to be out there communicating with an international audience. In fact, for many businesses, (more…)

The Most Important, and Most Often Overlooked, Element of Your Email Message

Tuesday, January 20th, 2015

Despite the surge in mobile phones, tablets and texting, email communication remains a common way to connect with various audiences—internal and external. Yet, because it remains so common, those communicating via email face several challenges: getting their email to their intended user, keeping their email out of the spam/junk folder and, ultimately, having their email opened and read.

One key way to boost the odds that these things will happen is often overlooked or not given the consideration it deserves: (more…)

How Will You Make Your Audience Want To?

Tuesday, January 13th, 2015

I’m a big fan of EContent, a media outlet that focuses on content related to digital publishing, media and marketing. They have a number of very influential contributors* who write about trending topics, and useful strategies and tactics to help readers succeed in the online world.

It’s one of the many media outlets that I try to read as often as I can. Recently, when browsing through the topics on their homepage, I came across a piece by Theresa Cramer, the editor of EContent: Lessons From Serial: The Myth of the Shrinking Attention Span. I found it to be a very thought-provoking piece, and I was especially struck by one particular line in the piece: (more…)

Are You Making Your Web Site the Hub of Your Content Marketing Activities?

Tuesday, January 6th, 2015

I’ve said it often and will continue to say it to groups I have the opportunity to engage with around marketing communications issues: “If you don’t have a web site you virtually (pun intended) don’t exist.” Think about it. (more…)