Small Business Marketing
Marketing is everything. And I’m not exaggerating. If marketing is an expression of your company’s reputation (or brand), then every experience your customers have with your company is a marketing interaction. Your customers don’t stop evaluating your company and forming…
Read MoreA large part of marketing is selling. When you are selling, you need to find out where your customer is in the buying process – and why she is buying. Ask questions to learn about her. In the beginning of…
Read MoreRecently, I outlined five small business marketing rules and invited you to take the test to see how your small business’ marketing performs. This article focuses on the first rule- Be easy to do business with. Small businesses have the competitive advantage…
Read MoreIn celebration of Valentine’s Day, I want to proclaim my love for the expert use of words. I liken word definitions to a gradient. Synonyms of a word retain the color of the original but vary dramatically in shade. I…
Read MoreIt’s said that the brain cannot process a negative. We can prove this with a simple example: Under no circumstance should you think of a pink polar bear. Do not think of a pink polar bear. Of course, you just…
Read MoreWith a small business, marketing can be defined as, “The experiences you create for your customers.” One of the most powerful concepts in marketing is Brand Harmony, developed by Steve Yastrow. I work closely with Yastrow & Company, and have…
Read MoreSugar 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).
Read MoreAn 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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