Category Archives: Inbound Marketing

Here’s an easy but high effort way of growing your marketing – think for your customer. The mistake most companies make is having a silo mentality with marketing. Instead of incorporating a marketing mindset throughout the organization, they assign it to a group and think that sales, customer service, operations and the rest of theContinue reading “Thinking For Your Customer”

Ten years ago, it was enough to simply ask people if you could add them to a newsletter or to try out a product. That was before we were bombarded with marketing from all angles. That was before our attention became personally prized and guarded. We don’t freely give our attention away, and we onlyContinue reading “Interaction Not Interruption”

Leave it to the unthinking to blow the sale. They approach people as a salesperson trying to use charisma, energy or hype. Once you do this, it is too late. You don’t get second chances with someone who has already established a perception about you in their mind. “A mind is a very hard thingContinue reading “Be The Expert Not The Salesperson In Your Customer’s Mind”

  Content marketing systems break away from traditional marketing and website design. It’s not about a pretty picture or some deep coded functional site. It is about getting out there quickly and immediately into a publishing schedule and cadence. Growing your audience does take time and one of the most important aspects of your contentContinue reading “Launching With Content And Refining With Design”

A large dependency we have to make a sale is on the buyer’s timing. If the buyer is not ready, then selling can not only be ineffective, but highly annoying. Noone likes being sold. Their defenses go up and the tension often creates a barrier that is difficult to overcome. However, if your marketing accountsContinue reading “Marketing To The Buyer’s Timing”

Trying to appeal to everyone can be a path to failure in a world of immense choices. Because we all have the world at our fingertips via search and social media, marketing has to be focused on specific and targeted groups. In the past age where we thought like industrialists, we sought to throw moneyContinue reading “Custom Marketing And The End Of Mass Approaches”

We are all walking around with stories in our head and will engage or avoid people and products based on how they match up. For example, we don’t walk around telling ourselves to pull out our wallet because someone wants to cheat us. We may pull it out if someone threatens us with force onContinue reading “The Story In Your Buyer’s Head”

There’s a drawback to how we have been trained through school, sports and every competitive venture the industrial system has produced in us. We think we can win by being better than our competition. Working harder at something does work in many endeavors, but it’s not effective when it comes to marketing. Marketing is aContinue reading “Don’t Try To Be Better Than Your Competition”

 The days of mass business are continuing to erode under the weight of the connected economy. Mass media is being replaced by selectable and individual media. Mass products are now custom and on-demand. Mass marketing is continually being blacklisted and labeled as spam. This is because we have choice and access as consumers. We canContinue reading “The Death Of Mass Marketing”

One of the great shifts and detriments of our new information age is that access has been increased in unprecedented ways. If you want something, you don’t have to go through gatekeepers such as those with tenure or a lockbox to information. You can learn what you want at your fingertips. If you want toContinue reading “Yes, But Do You Sell More?”