Posts Tagged ‘target market’

The Masses Don’t Matter: Why I’m Looking for Fewer Followers, Fans, Likes and Retweets

Thursday, October 30th, 2014

Over the years I have learned something about myself: I like results. In fact, I’m pretty much addicted to generating results to various efforts. Many years ago this might have been responses to “query letters” I would send out to editors to attempt to interest them in a freelance article contribution. Then it was writing copy and renting mailing lists to generate results through direct mail. Today it could be anything from tweaking the content of a web page to generate more visitors, writing a social media post that “goes viral” and generates a lot of back links or, most recently, attempting to generate traction with LinkedIn long-form posts. (more…)

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Posted in Business Development, Content Marketing, Marketing and Branding, Marketing Communication | No Comments »

Do You Know Who Your Customers Are? You May Be Surprised!

Monday, August 11th, 2014

I worked in a healthcare organization for about 10 years from 1996-2007. Back at that time the transition between referring to patients as “customers” was just emerging and it was fairly controversial. Marketing and administration favored the approach and logically it seemed to make some sense. But I can recall the debates, conflicts and consternation from clinical staff — physicians and nurses — about the use of this terminology.

At the time, I was firmly on the side of using the term “customer.” After all, I had come from the marketing world with a background in the investor-owned utility industry and a private educational firm, in addition to experience growing up in a family-owned business, so the concept of “customer” was one I firmly identified with.

In hindsight, though, (more…)

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Posted in Business Development, Strategic Communications | 2 Comments »