For Better Marketing, Get to Know Your Customers

Marketing can be simply defined as the ways you influence customers to buy from you. And to influence effectively, you should understand your customers. Knowing your customers will help you communicate with them in meaningful ways and choose media channels they will actually see. Here are checklists of the kinds of demographic and characteristic knowledge you […]

Is an Editorial Calendar Part of Your Small Business Marketing Plan?

An editorial calendar helps answer the question, “What am I supposed to do next?” It’s a tactical element of your small business marketing plan that lays out the month, quarter or year. With only a few hours of work, you’ll boost marketing productivity and effectiveness. Start with Effective Small Business Marketing Strategies As a small […]

How to Plan Small Business Marketing Campaigns

Let’s say you have a great idea for marketing your small business– building a vibrant Twitter following, partnering with a local civic organization to host community events or offering a compelling referral program to customers. Now what? How do you make sure your campaign is successful and meets your goals? You need a small business […]

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 […]

Public Relations has come a long way.

Public relations is a great marketing tool for small businesses and is much more effective at reaching consumers than advertising. People remember stories better than taglines and trust articles more than direct mail. Local media- newspaper, TV and radio- love covering interest stories that involve local small businesses. Small businesses online can earn similar coverage […]

Microsoft, why do you insult your customers?

Although Microsoft is a popular punching bag, I actually think they create many good products. Bing is a beautiful search engine; Microsoft Office is indispensable. But they can’t advertise. They just don’t have the knack for it. In their latest set of commercials, they very subtly insult their own customers. Observe as Crystal imagines herself […]

Relationship Marketing Podcast

I used my segment on “Getting Down to Business” to further explore the topic of relationship marketing. In this eight-minute segment, I explain how developing relationships with your customers can lead to higher profitability, increased loyalty and more referrals. Download the relationship marketing MP3 file here. (13.38MB)

Relationship Marketing

How relationships can turn your customers into your best friends (or worst enemies). You’ve probably heard about relationship marketing. Maybe you’ve even taken some steps to create more customer loyalty by being more “friendly” with your customers. Indeed, developing customer relationships can be a great way to grow your business and profits. Steve Yastrow wrote […]