In a highly fragmented media world, where engagement rates on social media are measured in fractions of a per cent, it’s becoming increasingly important to nurture your clients and leverage existing relationships, especially in traditionally transactional industries. Lead generation is also getting tougher. Banner blindness has drastically reduced the effectiveness of paid advertising on social…
Inbound marketing has a reputation for buzzwords, from Aida to Zeitgeist the marketing world naturally creates niches within itself, replete with its own language and cachet. Demand generators look down on lead gen specialists, whereas growth hackers are the new hipsters. But what really is the difference, and, for small businesses, does it really…
Effective marketing can be the difference between success or failure for startups, so getting your startup marketing right is essential. Contents Effective marketing can be the difference between success or failure for startups, so getting your startup marketing right is essential.What am I trying to do?Who’s my audienceDon’t be a startup marketing magpie!Where do I…
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Well, that’s not exactly true, CRM ( Customer Relationship Management) software is a useful tool that allows you to centralise your records, manage processes and create a series of analytical and operational reports which let you know what’s going on in your business. However, they are expensive to set up and to manage and require…
Whether you are selling or marketing, your aim is to win the resources of the customer and these days, one of the most precious commodities is their attention. From lead generation onwards, your most important task is to get the customer to engage with your communications, to give you their attention and as media becomes…
One of my favourite comments about marketing is from Thomas Levitt, who said “People don’t want 1/4″ drills, they want 1/4″ holes”. What he’s talking about is the importance of understanding why your potential customer is looking for a solution, what motivates them to either seek a solution proactively either online or by visiting your…
I have spent the last 20 odd years delivering growth for large and small companies in a range of commercial functions. I’ve been a sales man, a delivery driver, a marketing Director, business development, purchasing, if it involved a commercial transaction, chances are I’ve done it. I’ve sold to consumers, businesses and Governments, worked online…