Tips to Market Smarter

1Tell 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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2Know 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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3Leverage 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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4Think “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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5Put the Right Technology in Place

Today’s technology can help with just about anything: email marketing, product management, collaboration, social media marketing, insights and analytics, and visual content. Marketing-related technology usually falls into two major categories: marketing automation and customer relationship management (CRM). Together, the tailored tools of marketing automation and CRM platforms not only help you to stay on top of all leads and customer relationships but also help you to organize your data, optimize your…

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6View Your Website as Your Online Storefront

The Digital Era is in full swing. 89% of B2B buyers research online before making a purchase.[i] Imagine what could happen if a stronger website presence led to even 5% more conversions into website inquiries, or better yet, phone calls? And what if even one of those leads generated tens of thousands of dollars in sales? The financial outcome of a stronger website presence can be enormous, and it is…

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7Execution, Execution, Execution

In my last tip, I talked about the importance of a well-formulated strategy. Equally important is sound implementation of that strategy. If its execution is sloppy, the strongest marketing plan will fall flat and yield disappointing returns. The same obsession with detail that was used in the development of the strategy must also be demonstrated during the strategy’s implementation phase. Neither solid strategy nor effective execution can stand alone with regard to…

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8Start with a Plan

Overwhelmed by today’s proliferation of communications channels, marketers often focus their attention on the project of the moment. Without a strategy-first approach, these businesses frequently spend their marketing dollars on isolated tactics that generate low ROI. You may think that your company needs a Facebook page or to sponsor a local event. But what you really need to do is to take a step back and look at exactly why…

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9Treat Your Sales Force as a Marketing Channel

Even a small sales force costs more than most small or midsize businesses spend annually on marketing. Optimize yours and make it a marketing channel that efficiently drives new business and grows revenue. Business owners often squirm in their seats when having to decide whether hiring a full-time marketing manager or deploying paid media campaigns are worth the financial risk. Often, every dollar spent on marketing comes under intense scrutiny,…

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10Understand the Difference Between Branding and Marketing

Any business owner or executive will tell you that marketing is important, but many overlook the power of a strong brand. Because it is difficult to quantify and place an ROI on branding efforts, executives often focus solely on marketing activities with the hopes of driving short-term measurable returns. When organizations do invest in branding, it is often around design-driven creative endeavors that an external ad agency they hire devises….

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