Posts Tagged ‘marketing strategy’

When Considering Your Marketing Goals and Objectives, Get Real!

Wednesday, December 28th, 2022

Many of you have probably been at goal-setting seminars or workshops where the leader will pose a question like: “Would you like to make more money?,” and, of course, everybody nods or raises their hand. Then the leader will approach a workshop participant and  (more…)

Unless You’re Starbucks, Target or Another Big Brand Player, Market Share Doesn’t Really Matter

Thursday, December 22nd, 2022

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsAnd, quite honestly, it may not even really matter to them.

A lot of businesses worry unnecessarily about market share. It’s understandable because we read a lot about market share in the media. It’s something that big companies worry about a lot and, to a large degree, they need to. Smaller companies, though, really don’t need to be worried about market share. In fact, (more…)

If Your Goal is “Implied,” You Don’t Really Have a Goal

Thursday, September 8th, 2022

In interviewing for a job several years ago, I went through a round of interviews with various members of the organization. When meeting with the Chief Administrative Office (CAO), he handed me a brochure and said: “What do you think about this brochure?” My immediate thought was: “In what regard?,” but I resisted the urge to say that and, instead, said:

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The (Absolute) Power of Product and Its Impact on Your Marketing

Tuesday, September 6th, 2022
Marketing is a must-have for businesses of any kind and any size. In fact, all businesses are using marketing to some degree whether they know it or not.

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Are You Making Your Customers Work Too Hard? They May Just Give Up.

Thursday, August 25th, 2022

Sometimes I think the most simple thing that we can do as businesspeople and marketers is “put ourselves in the shoes” of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however slight, that may interfere with—or obliterate—the purchasing process?

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You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead

Tuesday, June 7th, 2022

social media marketing, how to use linkedin, twitter, facebook and other channels to achieve marketing results

I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.

So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)

Should You Be Upfront About Your Pricing?

Thursday, May 26th, 2022

A recent LinkedIn question resonated with me—”Why don’t people like to talk about pricing UPFRONT?” Why indeed?

Have you ever been frustrated when trying to make a purchase decision because you can’t get pricing information from coy salespeople or cryptic web sites? In my opinion, (more…)

How Can You Find the Right Focus For Your Marketing Messages?

Friday, May 13th, 2022

A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.

If you focus on everything, you’re focused on nothing!

It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, is (more…)

Strategy Matters – Here’s Why

Tuesday, January 18th, 2022
content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsOur company is named Strategic Communications to emphasize our belief that to be effective, communication must be strategic. Too often, marketing initiatives are focused more on tactics (let’s get on TikTok! let’s put up a billboard!), rather than strategy. That’s probably one of the biggest mistakes that marketers can make. Why? Because unless you just “get lucky,” and you might, simply picking tactics may result in doing the wrong things, wasting time, effort, and money.

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