Posts Tagged ‘marketing strategy’
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…)
Tags: establishing marketing goals, marketing goals, marketing objectives, marketing strategy, realistic marketing goals, using data effectively
Posted in Marketing and Branding, Small Business Strategy | No Comments »
Thursday, December 22nd, 2022
And, 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…)
Tags: market share, marketing strategy, Strategy, why market share doesn't matter
Posted in Marketing and Branding, Small Business Strategy | No Comments »
Wednesday, December 14th, 2022
The business market is different. While some consumers are also small business owners, it can be challenging to ferret out those segments. In addition, small businesses do not represent a homogeneous group that has the same needs, interests, avocations, and “hot buttons.”
This distinction can represent challenges to companies not familiar with—or aware of—the distinctions between B2C (business to consumer) and B2B (business to business) advertising.
(more…)
Tags: ABM, account based management, B2B marketing, marketing strategy, marketing to businesses
Posted in Marketing and Branding | No Comments »
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:
(more…)
Tags: audience analysis, competitive analysis, marketing goals and objectives, marketing research, marketing strategy, Strategic Planning
Posted in Strategic Communications | No Comments »
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.
(more…)
Tags: 4 Ps of Marketing, Advertising, Marketing, marketing strategy, negative word of mouth, positive word-of-mouth, promotion, word of mouth
Posted in Uncategorized | No Comments »
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?
(more…)
Tags: analytics, customer engagement, customer satisfaction, Customer Service, marketing measurement, marketing strategy, strategic marketing
Posted in Analytics, Marketing and Branding, Marketing Measurement | No Comments »
Tuesday, June 7th, 2022

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…)
Tags: content marketing, digital marketing, internet marketing, marketing strategy, search engine optimization, SEO, Social Media, Strategy
Posted in Business Development, Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement | No Comments »
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…)
Tags: how much does it cost, marketing strategy, Pricing, pricing strategy, sharing prices, strategic marketing, Strategy
Posted in Business Development, Marketing and Branding | No Comments »
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…)
Tags: areas of focus, content pillars, effective advertising, effective marketing, finding focus, focus areas, marketing strategy, Strategy
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Marketing Communication, Strategic Communications, Uncategorized | No Comments »
Tuesday, January 18th, 2022

Our 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.
(more…)
Tags: content marketing, marketing plans, marketing strategy, marketing tactics, strategic marketing, Strategic Planning, Strategy, thinking strategically
Posted in Content Marketing, Marketing and Branding | No Comments »