Customer Experience

Small Business Marketing Spotlight: Reflected Spectrum Photography

Reflected Spectrum Photography is an Indianapolis-based firm specializing in wedding photography, creative portraiture, and fine art photography. Although the business has only been in operation for a year, owner Laura Poland has turned it into a successful venture. Laura is a…

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Small Business Marketing Spotlight: Sugar Cupcakery

Sugar Cupcakery is a great example of a small business that understands marketing, customer relationships and how to use technology to get closer to their customers (instead of further away from them).

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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…

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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…

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Existing Customers Create New Customers

An existing customer who is loyal to your company will buy more products more often and will rave about you to their friends. We all nod appreciatively when we are told that word-of-mouth and referrals are the most powerful motivators to encourage customers to try a new product, but then we go on with our e-mail blasts and Val-Pak coupons. Instead, we should be creating that word-of-mouth by inspiring our existing customers to rave about us!

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Web Design Essentials for Small Business

For most businesses, the ultimate purpose of web design is to encourage a visitor to become a customer. To achieve that goal, websites need to be visitor-focused. Every decision about the website should answer the question, “Will this be better or worse for the visitor?”

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