Posts Tagged ‘effective marketing’

Keeping Your Awareness and Engagement Efforts Focused

Tuesday, August 13th, 2019

market research, marketing researchWe’ve written before about the sales funnel—the process through which potential customers become aware of, engage with and, hopefully, ultimately become actual customers of your company. The first part of this funnel is typically referred to as “awareness.” This is the stage at which the market—as you’ve defined it—becomes aware of your product or service. They may never be interested in making a purchase or even learning more about you, but they are aware you exist and have entered this first section of your funnel.

At the heart of the sales process is the drive to move potential customers through the funnel from awareness to action—i.e., making a purchase. A lot of resources are put into measuring the losses at each stage of the funnel and figuring out the sources of that attrition and how to reduce it. Unfortunately, a lot of these resources may be wasted. (more…)

Please follow and like us:
error

Using Push Marketing Techniques to Grow Your Business

Thursday, October 25th, 2018

Most of us in the marketing business are familiar with the concept of – if not necessarily the term – pull marketing. Pull marketing refers to using your business development strategies to attract customers actively seeking out a product or service to your particular offering. For example, a pizza company might work on increasing its page ranking through search engine optimization (SEO) so that it shows up prominently when a hungry potential customer searches for “pizza near me” in their search engine.

But there’s another type of marketing that takes a more aggressive approach. “On the other side of the coin is a push campaign,” writes Rocco Baldassarre – Founder & CEO of Zebra Advertisement 1DollarAd.com – In an article for Entrepreneur. “A push campaign presents products and services to an audience without serving an initial demand.”

Baldassarre writes about push marketing in the context of online marketing and offers four tips for maximizing the outcome of your efforts. (more…)

Please follow and like us:
error

All It Takes is a Little Nudge

Tuesday, January 16th, 2018

Hiring marketing or content marketing talent?People may sometimes think about marketing as the process of convincing someone to buy something they may not be initially inclined to purchase. Maybe it’s luring a customer away from a competitor or convincing someone to buy something they don’t really need.

From a more marketing-friendly perspective, though, the process could be seen as (more…)

Please follow and like us:
error

Focusing on Value Over Features in B2B Sales

Tuesday, November 14th, 2017

To a large extent, the sales and marketing world can be divided along two broad lines: business-to-business (B2B) versus business-to-consumer (B2C) and products versus services. Sales strategies for B2C services will differ from B2B services, which differ from B2B products, etc. There are best practices and pitfalls for each quadrant of possible scenarios created by this way of looking at sales and marketing. (more…)

Please follow and like us:
error

Beyond Bribery: Building Customer Relationships Through Engagement

Monday, January 9th, 2017

38309393 - group of different families together of all races

It’s hard to overstate the importance of brand loyalty. Marketers know how difficult it can be to win new customers. Once you have brought a new consumer into the fold, it’s important to take steps to ensure that they will not only keep coming back, but that they will also refer others to you. (more…)

Please follow and like us:
error

Do you think your customers just “don’t get it”?

Thursday, July 3rd, 2014

Every once in a while I hear someone make a comment about their customers like: “They just don’t get it.” Or, “what they don’t understand is…” The truth is, with any audience, when you hear yourself saying these words warning bells should start going off inside your head. Chances are, it’s not them, it’s you that doesn’t “get it.”

As I work with clients, or speak with prospective clients, it’s not uncommon for them to lament that their target audience just “doesn’t understand the value” of their products or services. That certainly can be a valid communication opportunity. But, in  my mind, the opportunity doesn’t lie in trying to come up with new and ever-more-creative ways to spin your messages to that audience. Instead, the real opportunity lies in  (more…)

Please follow and like us:
error

Which Comes First: Customer Service or Customers?

Tuesday, May 20th, 2014

I saw an interesting comment on a blog site recently in response to an article about 6 effective marketing tips for small businesses. One poster noted that, among the small businesses she works with, her focus is on providing strong customer service and trusting that the rest will come. (Sort of a Field of Dreams approach I guess…)

There is, of course, absolutely nothing wrong with focusing on customer service–in fact I’m all in favor of it. But (more…)

Please follow and like us:
error

Narrow Your Focus!

Tuesday, March 18th, 2014

Too often businesses – large and small – cast a wide net when it comes to those they believe they can or should serve. Perhaps counter-intuitively, when you attempt to serve everyone, you lose the ability to effectively serve anyone. Just because your product or service literally could be consumed by the masses, doesn’t mean that should be your focus.

The more you are able to effectively segment your broad market into niche-specific “chunks,” and the better you understand those chunks, the more effective you will be at both identifying the appropriate communication channels and developing the right – and most compelling – key messages. Unfortunately, many marketers fail to do this, or fail to do so effectively.

The biggest misstep we see (more…)

Please follow and like us:
error

What Are the “Right” Metrics to Measure Marketing Effectiveness?

Thursday, January 2nd, 2014

Over time, I’ve come to realize two things about my love for marketing:

  • I’m addicted to response. There’s nothing I like better than developing strategies and tactics, implementing them and seeing how well they worked. The higher the numbers, the greater the rush. The lower the numbers, the greater my need to boost them.
  • I’m comfortable with—even driven by—the ambiguity of marketing. There are no truly “right” answers to a lot of the questions that marketers ask, and I’m okay with that.

One of the questions that there isn’t a “right” answer to is a question that is posed frequently these days. “What are the ‘right’ metrics to measure marketing effectiveness?” (more…)

Please follow and like us:
error

Challenges on the Horizon for Marketers in 2014

Thursday, December 5th, 2013

As 2014 rapidly approaches (I can’t believe how rapidly it’s approaching…) businesses are looking ahead to the New Year and thinking of the challenges and opportunities they will face. We recently responded to a reporter’s inquiry about marketing challenges lying ahead in 2014. Here’s our perspective:

There are two key challenges that businesses are likely to face in 2014 from a marketing standpoint: one is evergreen, the other is continuing to emerge: (more…)

Please follow and like us:
error