Sometimes we forget why we’re in business. The short answer is to be of service to our customers, especially in our customer communications. In order to deliver on that commitment, it’s important to look at the way we communicate in writing (including social media), on the phone and in person. For example, how many times have you called a service provider, only to get stuck in their maze of voicemail options?
How to Sabotage Marketing and Individual Success
There are many ways a marketing program can go wrong. Perhaps an email is sent to the wrong audience segment. Or perhaps a budget shortfall derails a campaign before it is finished. Maybe your audience doesn’t respond to your messaging the way you expected. Many work-related challenges involve factors beyond our control. But it’s more common that we sabotage our own efforts.
How to Develop Creative, Compelling and Consistent Corporate Communications
Corporate communications that include the broad spectrum of a company’s messaging create a positive image and competitive edge in the marketplace. These vital initiatives are the driving force that engage, inform, and educate employees, customers, prospects, suppliers, strategic alliance partners and the media. Although the function of corporate communications can make or break the success of the organization, it rarely gets the attention and support it deserves.
Make the Most of Multichannel Marketing
Multichannel marketing. Everyone is talking about it. Yet, when all is said and done, there are often more questions than answers—especially when it comes to identifying the right mediums to use to attract the customers and revenue that companies seek. One reason for this complexity is due the vast number of variables to consider in multichannel marketing.
4 Reasons Why Brand Identity Is More than a Logo
A corporate logo is one part of a company brand. This includes the graphic depiction or representation and the consistent use of colors and type fonts. However, a well-conceived and well-developed brand goes much deeper. It represents the totality of who you are as an organization rather than the specific products or services you sell. And it takes into consideration specific components.
Motivational Quotes Are More than Warm Fuzzies
If you’ve taken a sales training course or self-improvement seminar, you’ll remember how positive you felt during the training session. That’s because some trainers and speakers are so charismatic that they leave you feeling like you can accomplish anything. That’s the good news. The bad news is: when you walk out the door, what are
7 Questions that Stimulate Business Opportunities
As companies begin implementing their marketing plans for 2017, it is important to start with a deep understanding of the marketplace you serve and the position, brand and corporate distinction you have in your industry. To develop the knowledge and understanding that leads to the awareness of meaningful business opportunities, invite all stakeholders to answer these seven questions.
How to Turn New Year’s Resolutions into Habits
Most people start the New Year with personal goals—to lose weight, to go to the gym more consistently, to complete household projects, etc. The same is true for people in business. They want to procrastinate less, increase performance, learn a new skill and communicate more effectively. So how do these goals or New Year’s resolutions turn into a reality? The answer lies in forming new habits.
2017 Is Here. Is Your Roadmap Ready?
While most business leaders recognize the importance of having a strategic marketing plan that provides a roadmap for accomplishing critical sales and business objects, some companies simply don’t make this initiative a priority. Creating a strategic marketing plan need not be complex or cumbersome. However, it does require the brain power of contributors throughout the organization.
8 Tips for Winning Blogging Success
Blogging is an excellent way to provide website visitors and other readers with new, interesting, timely and compelling content that demonstrates thought leadership. Since the first blog was published in 1994, blogs have become a vital means for communicating with prospects and customers. On the positive side, blogs are easy to use and readership continues to rise. On the downside, the ease of use means anyone can be a published author, which is why it is more important than ever to differentiate your content in a sea of blogs
Are Your Skills Keeping Up With Evolving Marketing Technologies?
There’s no denying that the face of marketing has changed dramatically over the past decade—even in the past year. More and more, marketing pros and students are acquiring abilities. In the meantime, however, there’s a skills gap that organization leaders struggle to bridge.
Sales Brings in the Dollars. What Does the Marketing Department Do?
It’s true that corporate revenue is dependent on monetized customer transactions that result from sales efforts and activity. However, the quality, strength, consistency and implementation of a comprehensive marketing strategy is the backbone of the sales organization. Marketing creates interest, identifies marketplace needs, outlines a competitive differential and positions the company as a viable solutions provider.
Using Editorial Coverage to Build Your Brand
The premise of all business is to provide a product or service that people need or want. However, simply creating a quality solution to meet a need or want does not automatically spell success—or sales—for your company. One challenge companies face is that people often don’t know they need your products or services. Or if they do, they don’t know why they should buy your products or services over the competition’s.
Six Reasons Why Infographics Are Important to Your Content Marketing
In an ever-expanding sea of information available on the internet, how can you grab your target audiences’ attention quickly and effectively? One way to accomplish this is through the use of eye-catching and informative infographics.
Is it Time to Invest in Marketing Automation?
You’re probably aware of the term “marketing automation.” And you’re probably thinking it means automating some or all the various tasks involved in marketing your brand and growing your business. That’s a pretty good general description. But you may not know what’s involved in implementing a marketing automation solution or whether it’s something you should consider.
Your SEO Strategy Is Essential for Business Success
The odds of a potential customer stumbling across any of your webpages are astronomical. That’s why developers created search engines. They increase the odds that searchers will find your website. However, with your competition online as well, the odds are still stacked against you. You can improve those odds with search engine optimization (SEO) and creating an SEO strategy.
How to Build Relationships: An Open Letter to Buyers and Sellers
At one time or another, we have all been buyers and sellers of products and services. Yet we tend to behave differently depending on our role. Very few of us think in terms of what the person on the other side of the phone or desk is thinking. Yet, a little empathy, compassion and patience go a long way toward building meaningful relationships.
13 Questions to Help Plan Your Marketing for the New Year
Many companies are actively involved in developing a marketing plan for next year. Or, at the very least, they are thinking about the topic. As they engage in the process, it is essential for marketing professionals to gather meaningful information and tap into the collective brainpower of their team members to evaluate the best opportunities for growth. To determine the best course of action, here are 13 questions every company needs to address.
What is a True Professional and Why Does Being One Matter?
One definition of professional, according to Bing is: “businesslike: conforming to the standards of skill, competence, or character normally expected of a properly qualified and experienced person in a work environment.” In my experience, professionals stand out from the crowd. Whether it’s the way they dress, their interpersonal skills, their leadership abilities, their accomplishments or other measurements, they are a cut above others.
Do You Know Quality Writing When You See It?
While some people think writers are a dime a dozen, it isn’t true. Good writers are hard to find. Quality writing requires the ability to communicate concepts, ideas and information clearly, accurately and in a way that engages readers without auditory and visual cues. It is both proactive and responsive. It requires both logic and creativity and, at the same time, is subjective and objective.
Why Businesses Need to Say “Yes” to the Customer
Every business has its policies and procedures to support business operations. However, when those behaviors negatively impact the customer experience, it’s time to re-evaluate. Here’s an example: I recently stayed in a hotel and resort in Southern California and the experience was anything but hospitable. We arrived at the hotel, hot and tired, from a long trip.
Is Your Marketing Catawampus? Here’s How To Tell.
Catawampus sounds like an adjective from another generation, right? Maybe, but its meaning and significance are not. Nor is its occurrence. In this context, catawampus describes an environment or situation in which marketing goals, culture and initiatives are misaligned or off-center. How can you tell whether your company is operating in this mode? It’s easy.
Marketing Budgets: It’s Time to Open Your Wallets
How long have companies been cutting their marketing budgets? How long have they underfunded their marketing programs or reduced the size of their marketing departments? The simple answer is: far too long. Consultants, researchers and associations have been bemoaning this fact for years, and it’s no surprise. Whenever there is an economic downturn, and the resulting fear of the future, companies pull in the reigns.
Integrated Marketing Is the Name of the Game
It’s long been said that one marketing outreach or one touch point does not a campaign make. That’s a no-brainer. In the past, traditional marketing approaches such as direct mail and advertising represented the bulk of a company’s marketing budget. However, they were often carried out independent of one another. That was known as end-to-end marketing. Today, more companies recognize the need to integrate their outreach initiatives and take advantage of all the opportunities available.
