What NOT TO DO on LinkedIn

We have all seen cringe-inducing social media marketing posts that make us say, “WHY would they share THAT?” I think these mistakes are particularly embarrassing on LinkedIn, because it is a professional network. Businesses, brands and individuals should showcase themselves at their professional best. Here are a few things to avoid: DON’T use an overly personal photo. Your profile […]

Small Businesses, Do Your Employees Believe in Your Marketing?

Employees play an important role in small business marketing– even when they aren’t in the marketing department. Customers’ impressions and beliefs about your business are largely built around interactions they have with your employees. So, it’s important that employees believe in your marketing and support your brand. All too often, I have seen employees undercut […]

Build a Community of Customers with Facebook Sponsored Posts

Many small businesses have tried marketing with Facebook, and some have experienced lackluster results. If your business meets the characteristics described in my article “Is Facebook Right for Marketing my Small Business?,” Facebook can be successful for your business. The key strategy is to think of your efforts as building a community of customers (of both […]

As Christmas Approaches, Customers Don’t Want to See Eyeballs

The best medical professionals are passionate about the science and practice of their areas of specialty. Patients want to know you have expertise and  want to feel reassured they will receive the best care. But patients are almost never as passionate about your field as you are. And they might even be freaked out about it. […]

The Creepiest Marketing Strategy

Here’s a cautionary tale and follow-up to last week’s defense of marketing implementation. Be wary of implementing any marketing communication without an effective strategy. Marketing strategy is really important! Check out this startling example of bad marketing implementation I stumbled across while Googling ‘hallway lighting:’ After reading, “Lighting So You’re Not Clutching the Walls at Night,” […]

‘Tactical’ is Not a Dirty Word

In the world of marketing, strategy development gets all the glory. The role of implementing marketing strategies is often considered a menial task (or at least dreadfully boring). Doing tactical work just isn’t as glamorous as developing the knock-your-socks-off strategy behind the work. But here’s an important reality. Marketing implementation is critical, and it’s something that […]

Your Phone System is Killing Your Marketing

As a small business, if you have an automated phone system, it’s killing your marketing. From your customer’s perspective, everything you do is marketing. And the upbeat, chipper voice on your phone system drowns out all other marketing attempts. When customers hear this: “Please listen carefully, as our menu options have changed.” They already know you don’t care […]

How to Use Photographs in Your Marketing

A photograph is only worth a thousand words if you pick the right one for your marketing message. Here are examples from three photo shoots I have done for clients that we now use in their marketing campaigns. Show your product in action. Use a photo to tell the story of your brand and how […]

Make it Easy for Customers to See Your Marketing Content

When marketing your small business, keep in mind that customers are naturally less interested in seeing your marketing messages than you are in sharing them. One simple way to make it easier for customers to engage with your marketing content is to always think about removing barriers to accessing the content. Let’s say you have a […]

No One Cares about Free Estimates

Have you ever paid for an estimate? Neither have I. And yet the marketing universe is full of badges, buttons and starbursts proclaiming their benefits: Promoting free estimates is like boasting about offering a toll-free number. It’s simply a cost of doing business, and customers won’t be persuaded to buy from you because of either. Instead […]