Grow Your Business With Niche Marketing

Grow Your Business With Niche Marketing

Serve niche market customers well and they have no reason to try another vendor.  I have a former boss that called it “loyalty lock”.  I love that term.  It’s just one of the reasons small and large businesses choose a niche marketing strategy. Besides improved customer loyalty, other benefits abound!  Higher margins are the result of fewer price shoppers and a differentiated product. Business owners […]

Is Market Diversification Right for You?

Is Market Diversification Right for You?

WHAT YOU’LL LEARN: How one company successfully applied data analysis to diversify its customer base and find revenue growth. Business owners want to see their company nurture a healthy sales pipeline and sustain revenue growth from existing customers as well as new ones.  However, customers leave for many different reasons.   They go out of business or jump to a competitor. Regardless of why customers leave, […]

How One Company Succeeded at Data Driven Marketing

How One Company Succeeded at Data Driven Marketing

WHAT YOU’LL LEARN: How applying data driven marketing helps companies make strategic decisions. Known as the “father of quality” and one of the foremost thought leaders in business, W. Edwards Deming had this to say, “In God we trust; all others bring data.” Let’s apply that to marketing strategy by exploring an example of how it contributes to sustainable and effective business development.  COMPANY PROFILE […]

5 More Reasons Why You Should Use Target Marketing

5 More Reasons Why You Should Use Target Marketing

This is the second in a two part post on why good target marketing is critical to business development.  In a previous entry, I identified 5 advantages to being good at target marketing.  Here are another 5. When developing a company marketing strategy, some small business owners consider target marketing counter-intuitive.  They view it as limiting their sales revenue growth. However, target marketing isn’t a […]

Top 5 Reasons Why You Should Use Target Marketing

Top 5 Reasons Why You Should Use Target Marketing

I’ve met business owners that believe target marketing is a crazy idea.  Why would a business put a constraint on sales revenue growth?  Don’t we want to sell to everybody? That’s where the misconception may be at play.  Target marketing isn’t about walking away from a sale.  It’s about directing business development efforts toward prospects that offer the best potential.  The reason… it pays big […]

3 Ways You Can Win At Marketing Strategy

3 Ways You Can Win At Marketing Strategy

Marketing strategy isn’t cookie cutter.  What works for the other guys may not work for you.  However, these three aspects of marketing strategy are universal. It doesn’t matter what business you’re in. If you want your company to win at marketing, focus on finding ways to kick them up a notch.   UNDERSTAND THE CONNECTION BETWEEN GOALS & BEHAVIOR Companies that think and act strategically […]

Knowledge Drives Marketing Decisions

Knowledge Drives Marketing Decisions

Astute companies view marketing as an investment in growth.  They monitor the performance of their investments periodically.  Marketing ROI (return on investment) is strategically important to them.  Data driven marketing decisions are part of the culture. Here are the fundamental building blocks of knowing if marketing dollars are being spent wisely and are serving the company’s overall business plan. Set Objectives & Goals Plan your […]

Overcome Marketing Roadblocks

Overcome Marketing Roadblocks

The #1 obstacle to good marketing isn’t a lack of options.   For many companies there are too many options from which to choose.  This is just one of many marketing roadblocks business owners face. In this blog post, I share comments I’ve heard about B2B marketing challenges.  I also share potential solutions and the rationale for why you can overcome them. My arguments are based […]

Your Marketing Plan Checklist

Your Marketing Plan Checklist

The business world runs on checklists.  Why should marketing be any different?  They may not be the sexiest business tool, but a marketing plan checklist provides numerous advantages.  They provide a picture of the entirety of a marketing project.   As we check off our accomplishments, we get a positive boost from knowing we’ve achieved something.  They inform stakeholders about the status of key activities. I […]

It Seems Like Bragging

It Seems Like Bragging

I encourage you to set aside humility when developing marketing messages for your new brochure or web site or product launch.  It’s a competitive market out there and your prospects have many alternatives to your brand.  Why should they choose yours? Take it from the manufacturers of consumer products; they know how to differentiate themselves in a very crowded market place. Did you know there are […]