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…

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Why your business needs a marketing plan

It sounds like an idea from the past – the 1990s, even 80s. A marketing plan. Why should you have one? We work with many small and medium sized companies to help them improve their marketing and very few have a plan behind the marketing they do. Needles to say, step one is indeed to…

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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…

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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,…

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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.…

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