Every growing company tries and abandons strategies: products fail, partnerships fail, business ventures fail. Change is necessary for growth, but not everyone will see it that way. Not everyone is going to agree with the changes, and some may get malicious. Manage people with an axe to grind after your company changes direction.
The fastest way to lose a sale is to make your customer feel stupid. Credibility is established with clear communications. Speak in the language of your customers.
Conversations are the seeds of brand relationships. Your clients won’t buy from you unless they like you and trust you first. Use your content to start a conversation.
When your customers don’t understand the words you say, they don’t buy. Convey and communicate your expertise in the language of your customers. Simple, clear communication demonstrates expertise. And simple, clear communication drives sales.
Generating leads for your business has two fundamental components: attraction and engagement. Each on its own is not enough. You’ve got to put them together in creative ways to make your brand more findable, referable, memorable and desirable.
The growth of the Internet has proven to be a double-edged sword for many companies. For all the positive influences the Internet, social media and mobile technologies provide companies, they also make marketing far more complicated. The sword cuts both ways. Some companies are making huge strides with social media and digital marketing, while others are finding little to no benefit to the tools. So what does this mean?
A vertizontal strategy combines specializing in a specific niche—the vertical—while still taking on general clients—the horizontal. This approach is highly effective for professional services firms operating in regulated environments like accounting, legal, insurance or financial services.
Digital marketing is important, but don’t forget about the real world too. I’ve been shocked recently to see a number of B2B companies abandon their offline marketing and focus exclusively online. It’s easy to focus your marketing resources online: social media,...
Should your company have a Facebook Page or a LinkedIn Group? What about apps? Should your company have an app on iPhones, iPads and Android devices? I don't know, but chances are the answer is no. The real question is do you need these tools to engage and service...
Companies have a choice: get into social media, or get into it later. Either way every company is going to have to embrace social media as a key component of their marketing and communications very soon. Yesterday I laid out this challenge to the Benefits Alliance...
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