3 Marketing Questions Every Small Business Owner Needs To Ask Himself

When it comes to running a business, marketing is the the umph that makes your product stand out in a world of commodities.

Understand that your target customer hasn’t been waiting for you to come to market to answer the problem you are hoping to solve. Whether you are selling a book, a service, or a product, you need to go to specific steps to communicate effectively to your target in a language they can understand. Also, let’s cut it to the chase, if you are living anywhere after 2017, there is a good chance that all businesses need a website and other forms of digital marketing. The good thing is that digital marketing is cheaper than brick and mortar, but it shouldn’t be free (unless you don’t believe in yourself).

There are three questions that you absolutely need to ask yourself to measure success as you start your business. Marketing should not be buried under the noise of the daily grind. Continue reading “3 Marketing Questions Every Small Business Owner Needs To Ask Himself”

Generate Quality Touchpoints to Create Better Connections with Visitors

Generate touchpoints

Most B2B marketers agree that it takes between eight and ten touchpoints to generate interest with a potential prospect. A touchpoint happens when the product or service comes into contact with the potential customer. It is the place where the customer sees, hears, or interacts with what the company has to offer.

Super consumer

As I mentioned in the past, customers today are well-informed and know how to navigate through all the “blah blah blah” delivered by some brands. They have heard hundreds of thousands of ads from the milk box to the high-end car. They know all the keywords that make them cautious of an advertisement. Words like: unique, better than the competition, authentic. Those can be true in the advertiser’s mind, but they are counterproductive when crafting your touchpoints. Continue reading “Generate Quality Touchpoints to Create Better Connections with Visitors”

5 Reasons to Stop the Feud Between Marketing and Sales

In B2B, I often hear people talking about the relationship between marketing and sales. This is very disturbing, because the difference is most of the time presented in a type of conflict of resources and activity. When sales are down, sales teams speak negatively about marketing, and the opposite is true as well. Most of the discussions are attempts to dismiss responsibility.

To me, this is a “chicken or the egg” scenario. Both are necessary to any organization and both have an important responsibility to increase the company’s bottom line. However, in many organizations, top leaders can make the decision to cut marketing activity because it does not show direct, measurable revenue that can be attributed to marketing. Most of the time, sales teams are the final touch that closes the sale, except for B2C where e-commerce websites are usually managed by marketing. In the spirit of Socrates, “The only thing that I know is that I know nothing.” I think that it is fair to ask: what does marketing bring to the bottom line? Continue reading “5 Reasons to Stop the Feud Between Marketing and Sales”