Tips to Market Smarter

1View Marketing as an Investment – Not an Expense

Marketing is a powerful engine for growth and success. Stay fully invested in your company’s vision in order to achieve superior returns. Peter Drucker, known as the father of business consulting, once said, “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” Although modern business owners are often…

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2Time is Money

Have you ever left a meeting feeling equally or more confused than when it began? If so, you’re not alone. Consider the following statistics: According to a study by Epson and the Centre for Economics and Business Research, office workers spend an average of 4 hours per week in meetings, more than half of which they feel is wasted time. 47% of businesspeople surveyed by Salary.com claimed that the number…

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3Hustle: Your Secret Weapon

Going to work every day and putting in an honest day’s work is not enough. That most likely is what your competitors are doing, and it will seldom lead to dramatic growth. In fact, the average worker admits to wasting three hours per eight-hour workday, not including lunch and scheduled breaks. Your goal should be to pack eleven hours of work into an eight-hour day—and you need for this mindset…

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4Plant Short-Term Seeds While Building for the Long Term

Consider the following questions: Do you care more about a long-term relationship with a customer or a single sale from a customer? Would you rather have $1,000,000 in five years or $100,000 right now? Most marketers pick the long-term option in these cases, but regardless, their behavior often adheres to short-term principles. It’s easy to focus only on short-term marketing initiatives, such as cold-calling and sending solicitation letters, that will…

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5Set The Right Priorities

This is an exciting time to be a marketer. A new solution hits the market every day, and there are a multitude of solutions available for any problem or goal your company may have. Just ten years ago, companies had only a handful of marketing options. Today, they have hundreds. However, you simply can’t compete for every customer in every channel. Therefore, the wisest choice is to focus deeply on…

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6Content is King

The mantra “content is king” has recently become a favorite of marketers—and for good reason. In today’s rapidly changing marketing landscape, content marketing is one of the most important investments that you can make. A strategic investment in the development of meaningful content has become a “must” rather than just a “nice to have.” Strong content develops a base of highly engaged followers who are more inclined to make repeated…

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7Tell a Compelling Story

Today, this one day, the average U.S. citizen will read thousands of digital words and see hundreds of marketing messages. According to a recent article, in just the past 60 seconds, the following happened: 700,000 Google searches were performed 168 million emails were sent 60 hours of video were uploaded to YouTube Not surprisingly, this information overload makes it difficult to get the attention of consumers. Fortunately, differentiating your business…

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8Know Your Customer

In marketing, your first question should always be the same: Who is your customer? A shocking proportion of companies don’t have an answer to this question, despite the fact that understanding your customer is one of the most fundamental principles in business. A recent McKinsey & Company study of almost 700 senior executives came to the following conclusions: Only 6% of companies understand the needs of their customers extremely well….

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9Leverage Your Internal Team

Consumers today are oversaturated with information, making it difficult to produce advertising that can successfully cut through the cluttered sea of modern media. Fortunately, one of the most successful tactics for reaching prospective customers with your company’s message is also one of the easiest: word of mouth marketing. Referrals and recommendations are among the most crucial tools in your marketing arsenal, especially for small businesses. In fact, a global study…

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10Think “Owned, Earned, Paid”

For marketers who want to truly leverage today’s new media, paid marketing is actually the least desirable route to travel. A few years ago, an article published in the McKinsey Quarterly changed the way that we view marketing efforts. Now, instead of simply acknowledging paid media, such as newspaper ads and billboards, savvy business owners also consider two other areas: owned media and earned media. Before the Internet and the…

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