More Perfect Marketing

In the small business world, there's a lot of talk about "lead generation." But as you move into the world of bigger organizations and enterprise business you are likely to encounter more of a focus on "demand generation." The term may be reasonably new, but the foundational elements behind it are not. In fact, much of what makes up demand generation is perfectly suited for the way consumers (both...

When you've got the right information available to you, it's possible to make meaningful (and, hopefully, profitable) decisions. For retailers, some of the best information they've got comes in the form of customer data. Customer data can tell you things like who has bought, what they've bought, how frequently they've bought, the value of their transactions, and more. And with the right data, it's...

Sometimes a shift in a business's marketing focus can be the key to success. Changing up the marketing approach can open doors to new markets, help make your company stand out from competitors, or keep up with customer preferences and trends. Plus, if done right, changing the focus of your marketing strategy can make your brand feel fresh and draw in more customers while pleasing existing ones. So...

Influencer marketing is nothing new... though the medium where we find influencers today is rather different from the past. It could be argued that the "original" influencers were the ones with the power of the press. Publishers, columnists, and traditional journalists were able to leverage their relationships with public figures and companies in order to gain exposure for their stories or campaig...

Imagine a small local business being able to tap into a network of well positioned influencers. Specifically college athletes. Thanks to a 2021 Supreme Court ruling, these young influencers now have the ability to earn money for endorsing products and services, just like professional athletes. This creates a win-win situation for both the influencers (who are now first fully empowered to make mone...

The healthcare and wellness industries have a complexity uncommon to most other businesses. That's because they involved additional layers of referrals and gatekeepers, not to mention varied degrees of accessibility based insurance, networks, specialties, etc. So imagine the added challenges faced by those involved in marketing within these industries. Actually, you don't have to imagine, because...

Strong businesses result from strong relationships and long-term loyalty among customers Creating relationships takes work, but it's not hard. And with some simple systems in place just about any business can turn simple and impactful gestures into consistent sales from devoted customers. Kandas Rodarte is a digital marketing pioneer, award-winning speaker and metastatic breast cancer thriver. Kan...

There's a lot of cool software online these days designed to help build your business. However one of the big problems that continues to get even bigger is very few of these tools are integrated with or talk to one another. In addition many businesses use their website as their main hub, but separate tools are used to build their marketing pages. This setup can penalize a business greatly. On this...

Not all lead generation is created equal. The fact is that many lead generation companies deliver quantity rather than quality. And those services which do deliver the goods, bringing their clients qualified leads, rarely have any sense of what happens with those leads after they are turned over to their clients. As a result a lot of great prospective customers or mishandled, never to convert into...

How do you decide between products to buy on Amazon? What about which hotel you'll stay in when traveling? The likelihood is you do what most people do... you look at ratings and reviews. In fact, ratings and reviews are so important to the way we buy things, Google has baked them into their search results. With 27 years of experience in search engine optimization, you would think that Stormy Knig...

How do most companies come up with the prices they charge? It might surprise you to learn that much of the time there's very little thought put into how or why they charge what they do for their products or services. The fact is, there is a better way that leads to higher sales volume at higher prices - more profit. Per is a thought-leader in everything pricing and how companies can use pricing to...

Sometimes it's easy to forget that marketing existed before the internet. The fact is, if you ask a typical business owner what they do for their marketing, the answer is invariably something digital in focus. But there are still marketing agencies which recognize that people don't reside 100% online. And that's a big part of what we cover in this episode. Ryan Cote (co-tay) is co-owner in Ballant...

Like most subjects, there's an easy way to do SEO and a hard way. Most businesses, especially local businesses, can and should take the easy route. That's because there's so little competition for most local businesses that those who go to the effort of investing the time and energy to get there website listed in the right places (and linked from the right places). Fortunately Jeremy Poland know t...

It's never fun starting anything from scratch. And that's especially true when it comes to figuring out an effective method for marketing your business. In this episode, we'll dig into a simple 8-part framework you can use to figure out the fundamentals of the who, what, when, where, why, and how of your marketing efforts. Our guest, Brian Forrester, grew up in advertising, and his family has owne...

Every company has a brand story, whether they realize it or not. It’s the tale of how the company came to be, and what it stands for in the eyes of consumers. Some companies are very intentional about telling their brand story, while others let it evolve organically. But either way, it’s always there, shaping how people see the company and its products. Storytelling is one of the most powerful too...

In marketing, we find prospects for whatever we are selling at different stages in the decision-making process. Those who are further along in their consideration of buying something are talked about as being at the bottom of the funnel. Advertising to bottom-of-the-funnel prospects can be a tricky proposition. On the one hand, you want to make sure that you're providing them with enough informati...

Content marketing is nothing new, it has been around since the early 20th century for certain. Possibly even longer than that. What has changed, is the media where content marketing exists. It is now possible to leverage data and technology to target potential customers more efficiently than ever before. This means that businesses can now create and distribute content that is relevant and interest...

Many businesses are quick to create a website and forget about it after launch, leaving their brand with an un-engaged audience and minimal ROI. Service-centric businesses often overlook ways to monetize their websites or fail to use proper marketing tactics. We will discuss why this is an unwise strategy, the money that they are losing out on, and how targeting website profitability can help grow...

LIVE Broadcasting on Social Media is NOT an option if you are serious about using organic social media for your business marketing. Our guest, Susie Bills, coaches her clients to incorporate LIVE broadcasting across all of the platforms with an emphasis on LinkedIn LIVE Broadcasting. As it is currently underutilized and is a great way to create expert positioning in a niche and quickly build the K...

For businesses, social media organic success is key to a successful marketing strategy. It's no secret that the algorithms of social media platforms are constantly changing, making it more difficult for businesses to organically reach their target audiences. However, through building authentic relationships with followers and potential customers, businesses can still achieve social media success....

Email newsletters can be an extremely effective way to reach out to your customers and followers. However, it's important to have a well-thought-out strategy in place before you start sending them out. In this podcast note, we'll discuss some of the key things to consider when creating an email newsletter strategy. Jennie Wright has been helping business owners grow their email lists & generat...

In a world full of noise and distraction, how can you make sure your business stands out? One way is to use storytelling elements to create a unique and authentic message. Storytelling is a powerful tool for marketing because it helps people connect with your brand on an emotional level. When you tell your story in a way that is genuine and authentic, it resonates with your audience and creates a...

Have you ever been driving and gotten a notification on your phone about a sale going on at a store near you? That's thanks to geofencing, a technology that uses GPS or RFID to create a virtual fence around a specific area. Once you enter that area, you can start receiving notifications about deals, events, or anything else that's happening in that area. Geofencing is a powerful marketing tool bec...

On this episode, we'll be exploring the role of design and the way businesses represent themselves visually. We'll also dig into why it's often wise to leave the design work to the professionals. Yanique DaCosta was born in Kingston, Jamaica. DaCosta graduated from Florida Atlantic University and Full Sail University with a BA in Fine Arts and an MFA in Media Design. She is the founder and owner o...

Business today is being dramatically reinvented by digital transformation and our customer's ability to shop from anywhere. As a result, there is greater pressure to be easily discoverable online. But it's not just being discovered that matters. People also need to trust you and your business. This means helping them before you start selling to them, and being transparent and honest with them at a...