Bernard’s weekly marketing blog for entrepreneurs:

What do you expect from your marketer?

What do you want your marketing person to do? What are your expectations? What must they deliver? What results do you want to see, and how soon? The answer to all of these are obvious: You want them to deliver sales, and soon! Off-course, there are 2 issues here: A marketer can only add value…

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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 my…

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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 customers?…

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Time for a new approach to your marketing?

Maybe we should all think again about how we do marketing? Or maybe more fundamentally, why we do it? Too often marketing is viewed purely as an expense, delivering little in the way of results, or at best, uncertain results. If this is also your view, change it in the new year! Marketing has to…

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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 want…

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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 is…

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What is your customer typing into Google?

It’s a great little exercise that I recommend every business owner does: go to Google and try to type in what a prospective customer might when they are looking for your kind of product or service. The benefits of this are threefold: Firstly, it forces you to think carefully about who your customer is, or…

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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…

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What have you learned from your customer today?

If you listen to your customer, you will also learn from them. So, here’s the question: what have you learned from them lately? Learning from customers is as important as cash flow to your business. Without it, you will go under. Maybe the real challenge is not learning, but rather formalising the learning process. It…

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How does marketing influence sales?

It is all about sales. Let’s get that clear. Everything in between is secondary. How do you make the sale? That’s the question! But here’s the thing: the sale is the end result of a process. The better your process, the more your sales will be. So actually, it is all about the process. Academics…

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Time to get out of your office!

Your first challenge as an entrepreneur with a new idea is not production, nor distribution, marketing or even sales. It is to find a customer, according to Steve Blank in this powerful and highly recommended video. The customer is that elusive critical component in the wild west of the market-place that says to you: “yes, I like…

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Do you have a marketing plan?

If you want to lose weight from eating healthily, you need to do it over a long period of time to see results. If you want to build enough savings to one day live off the interest, you need to save a substantial amount over years, otherwise you will come out short. To cook a…

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