Why you need to do marketing even when sales are good!

If your business is doing well without any proactive marketing you know you are onto something good. Clearly there is a demand for what you are selling. But what you should also know is that you are walking along the edge of a cliff, because it just takes a little wobbly in the market and…

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What part of your marketing should you outsource?

Here’s my view, right upfront: You should not outsource your marketing; rather you should gradually insource it. Marketing is simply too important a business function, with too much room for nonsense to trust outsiders for extended periods of time. Your marketing should be an in-house function. However, in saying that, having certain partners to help…

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The importance of focus

The most important marketing lesson I’ve learnt in the last year? The importance of “focus” – absolute, total focus. Interestingly it is not about focusing on what you sell, because you should sell whatever makes money. But rather focusing on what you say you sell, in short, your marketing message. Your business, no matter how…

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What is marketing and how it can help your sales?

What is marketing? It’s a question I often get. Everyone knows what Finance, or HR, or Sales, or Operations, or Logistics is. But what is Marketing? Of course, like with anything, there is a formal definition that you need to read three times to understand. The American Marketing Association definition is as “the activity, set…

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What type of marketing engine are you building?

In my view there are two types of businesses: those that sell to everyone (or almost everyone), and those that sell to someone. Your business, whether in B2B or B2C, is either aiming to sell to a lot of people, or only a handful. Either mass market, or niche market. In my view this is…

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Your logo is not your brand

If you’ve been running a business for a while, your business has a brand reputation. Your business is a brand, whether you know it or not. People associate your business with something, either positive or negative and have a view of what they think of it. This perception of your business in the minds of…

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Getting the inside out view

It is amazing how business owners do marketing and sales related stuff without thinking it through. They go to events and conferences because it is targeted at their type of industry but never really benefit from attending. They write emails to prospects that make no difference. They spend money on Google Ads that produce no…

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The importance of micro sized businesses

The importance of micro sized business. I had a meeting with Mr Giovanni Roncucci, Chairman of  Roncucci & Partners , an Italian business development consultancy, last week. He told me how the Italian economy is built on micro sized businesses. That’s right, he used the word “micro”; not small; not medium. Micro. The best part…

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Why a strong brand is important

Why a strong brand is important. The more I work with businesses of all sizes, the more I realise the biggest issue with their marketing is not how they do it, or what they do, or how much they spend on it, but rather how they position their brand. Often there is no position, or…

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Are you scared of doing marketing?

Scared of doing marketing? I realised last week that this might be an issue for many people. The idea of promoting their business, or themselves, scares them into a freeze. The result is that they end up not doing marketing, or only do it half-heartedly. Thinking back over the years, I have encountered many hints…

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The role of Product in your Marketing

The role of product in your marketing. Of course, you need to be good at what you do in order to turn it into a successful business. This is then the first question when doing marketing: “how good are you really? How good is your product? How good is your service?” If you are not…

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How to break into a new market

You don’t break into a new market easily – let’s admit that. It takes a tremendous amount of energy to establish yourself. This energy can be measured both in terms of money, personnel, and time. But how do you achieve the maximum impact given a certain amount of energy? The answer is, you focus the…

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Why my mom buys bread from the other shop.

People think marketing doesn’t exist in the homelands, in the villages, I used to think so too. In fact I used to think marketing is very manipulative. Persuading customers into buying products they don’t even want but thinking they needed. This shows how people’s knowledge on what marketing is can be very limited. I only…

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How do you create marketing hype around your product?

That is what one business owner asked me this past week. He wanted “marketing hype” for his product idea. But thinking about it, it struck me, marketing is only part of the ingredients for hype. In my view you need at least three parts to generate hype: A good product that will create the hype,A…

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Your B2B sales funnel should start with marketing

Done right, marketing happens before sales. Not with sales, not as an afterthought to sales, but before it. You first do marketing, which then delivers you with a steady stream of enquiries, then engage in sales, the part where you negotiate one on one deliverables and price. This process of starting with marketing, to generate…

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