This article starts out with a confession and a wound not yet completely healed. About two years ago I decided to build a learning platform for business people. I did loads of research, talked to friends, business partners and trusted colleagues. Thinking I was heading in the right direction I began fleshing out the website. After the invites went out people came, poked around the site, took some courses, wrote some good comments and then left. The site didn’t take off as expected. The growth never got going. What happened? I had such a fantastic idea? Surely people would flock to the site, lay down their subscription fee, get great education from noted experts, not just me and then tell all their friends about the unique learning experience they had had. [click to continue…]
Here’s a scary question not many companies will fess up to: Will gut feelings or hard and fast numbers drive next year’s marketing budget? Today a company’s marketing machine is more complicated than dumping 5,000 presorted postcards off at the post office. John Wanamaker, a local shop owner and mid 18th century entrepreneur, is attributed as saying, “half his advertising was wasted he just didn’t know which half.” The challenge for companies nowadays is that Mr. Wanamaker’s advertising budget may have been in the hundreds of dollars while now businesses spend thousands or millions.
This year is coming to a close and next year is just over the horizon. It’s time to start retooling the company’s blog to build more community and generate more leads. Here are five elements that are sure to rocket the company’s bog to the next level.
The competition may sign up to attend your company webinars, listen to the podcasts, download the website resources and swipe the marketing materials at the next trade show. But, there’s one thing your competitors cannot do and that’s spirit away the company’s culture under the cloak of darkness. Each company has a culture whether they know it or not and owns their culture, the way they do business lock, stock and barrel. [click to continue…]
The Internet poses the perfect opportunity to cast a large net when looking to improve a business’ lead generation. Companies can launch websites, put on webinars and deliver podcasts, dabble in social networking and blast out email campaigns. The Internet provides a company with no shortage of marketing tactics to reach out to prospects or court potential customers.
We can all agree that poor results are much easier to achieve the positive ones. It just takes less planning, less thought, less effort, less understanding and less follow through. Why strive for success when possible failure might be sitting right at your business’ doorstep?
Okay, everyone’s awake now. [click to continue…]
When the circus aerialist wants to up the ante he tells the roustabouts to remove the net from down below—in tonight’s performance he’s working without a net, thumbing his nose at the possibility of imminent danger.
Businesses join in this same foolhardiness when they launch the company website without a strategic plan.
First impressions on the Internet are not just important they are crucial to a company’s very existence. Visitors arriving at an outdated, professionally-challenged website will hit the Back button on their browser faster than one can say, “Welcome.”
For years I struggled to grow my business. Convincing myself that I didn’t have what it took, I hadn’t yet discovered some yet unknown business secrets, some unfound luck had not yet come my way.
After spending time watching other businesses rocket to success, talking with plenty of people smarter than me and reading the best business and marketing gurus out there I’ve come to some conclusions. Anyone can grow their business, even me. There are no business secrets the winners won’t share and it doesn’t take just luck.
Today we no longer have to go to business conference and snatch our competition’s marketing from their display booth when nobody’s looking. The Internet has changed all that. We don’t even need to leave town these days; we just crank up our favorite browser and start digging.
We’re not talking industrial espionage here, but we are talking about understanding where the competition is and where they’re going in the future so we can prepare our strategies to combat their attacks at our marketshare.