I often have clients tell me that they want to leverage influencer marketing in their marketing strategies. Usually, when this comes up in a session, my clients make it sound like an easier solution to execute than it tends to be. Today, let’s talk about some realities of influencer marketing to factor in if you [...]
Whether you are creating a brand for the first time or rebranding, there is a lot to consider in the image you are trying to construct for your audience. Business owners often feel overwhelmed at the prospect of establishing a brand. Many don’t know where to begin. Today, let’s look at the building blocks. The [...]
When I talk to clients about planning for their upcoming marketing campaigns, I often find myself asking them how they can “squeeze every last drop” out of the opportunity. Small businesses tend to think in a very limited way about the campaigns and events that they run, bouncing between a volume of campaigns but not [...]
Many of the ways that you could market your business open you up to receiving feedback from the audience receiving your message. For some business owners, the idea of creating conversation with your audience is appealing and invigorating. For others, the idea of getting negative engagement – especially in forums that are publicly visible – [...]
Marketing experts don’t always share the same philosophies when it comes to how to approach marketing. One area in which I have seen some division is the idea of niche marketing. Do small businesses need to choose one niche market for their products and services? Do you need to choose one target market and go [...]
In marketing, you often hear about how important it is to stay in touch with the people already in your pipeline. If you are familiar with the Pareto Principle, you know that 80% of your sales comes from 20% of your customers, and that principle is meant to point out that nurturing your best customers [...]
Have you noticed that – with certain types of marketing – there is an emphasis on having a flashy number or a volume of validation, but it doesn’t always translate to a similar increase in volume of sales? The idea of vanity metrics is a polarizing one, so let’s discuss it here. The point of [...]
In the past few months, I have had a couple of conversations with clients that made me realize that rebrands are a confusing thing. When you have a rebrand coming up, understanding the timing of it all can feel tricky. Let’s talk about rebrands and whether you should market before your rebrand. In each of [...]
You are marketing a business, and you like the idea of forming marketing alliances with other businesses. You want to build a community of other influencers or micro-influencers boosting your voice, and you want to be a helpful partner to them, too. It all sounds good, but where do you start? If you are at [...]
It has been a volatile time for Twitter of late. With a new leader in Elon Musk, staff layoffs, and feature changes, this is a time of adjustments and new decisions. Whether or not you are actually using this platform for marketing, there is a lesson to be learned here for every small business. Those [...]