The marketing recipe

  Marketing won’t work for my business. It does not work. Or, I spend money on marketing, but it is a waste. Or, My business is too small to do marketing. I’ll do it when I am bigger. Or, My kind of customer doesn’t look at marketing. They just want the facts. Or, My sales depend on…

Is your marketing based on facts?

  Here’s some marketing facts for your website: Do people visit your website? How many visit it, on average, every week? Where are they from? How long do they stay on your website? How many of them contact you? And for social media: How many people follow you? Typically, are your followers your kind of…

Networking your way to a brand.

  If you sell to consumers, your number one marketing job is to create awareness. They need to know about you, before they’ll try you. The same is not true in business marketing. The fact that other businesses know about your business hardly makes a dent. Businesses are reluctant to “try” other suppliers. Rather, they…

How to build a world class brand

  A business owner recently asked me to help him build a world class brand. But how do you do this? Building a brand is different from making a sale. It’s fairly easy to develop a marketing campaign that drives sales: you just tell everyone you are on promotion. Suddenly sales spike! But a brand…

Social media alone won’t do the trick.

  Social media offers the promise of cheap, highly targeted marketing communications that can turn on the taps for any small business. But will it? The truth is that social media is often overrated as a marketing tool especially for small business owners. Some reasons: If you simply post content to your company Facebook or…