Posts Tagged ‘marketing’

Someone Has to Be the CMO

Many small businesses or even mid-to-large-sized businesses with geographic dispersion have marketing people in-house or at least marketing-minded employees, whether at the top or within the company’s ranks.  But oftentimes, there’s not a dedicated, experienced resource at the C-level.  The lack of a Chief Marketing Officer (CMO) or equivalent leadership role often results in a task-based…

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How Big Banks Are Blowing It

During the Q&A session of Gary Vaynerchuk’s talk last night, one guy brought up his annoyance with the bank tellers (at Wells Fargo) asking him questions about himself and making small talk. I forget the exact question but Gary’s response was that this is an annoying experience because it isn’t authentic. They want a piece…

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Can You Help Market My Small Business?

Oftentimes, I get the specific request to help market (i.e., “promote”) a product or service from a small business or microbusiness leader.  The assumption is that the barrier to sales is market awareness, understanding, or knowledge and that “marketing”—marketing communications or promotion of the product or service alone—will solve the problem. But I don’t like…

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How to Improve Your Small Business Website

Most micro and small businesses started a company website at launch in order to establish a brand identity, build credibility with potential buyers, cross temporal communication barriers, create another opportunity for lead generation or customer education, or even conduct online sales. However, as the company has grown and more information has been added, the site…

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Evaluating a Marketing Person: Criterion #1

Criterion # 1: Sufficient Experience . . . As Evidenced by LinkedIn (or other professional online network) Background: I get asked sometimes by friends (even those who have made hiring mistakes in the past) about how they can “screen” an independent contractor or small marketing agency based on its leadership and what to look for.  This…

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Anti-Social-Media Case #4: Quick Sales Fix

There are just some cases where a small business owner or entrepreneur should not rely on social media as an answer. Especially solely. This is one of them. Reason # 4:  The Need to Increase Sales Quickly Social media efforts create awareness, as a form of word-of-mouth, which can drive sales over time.  The key is that…

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Lead Sources

Yesterday, a friend and former colleague asked, “Where do most of your leads come from?” “Referrals,” I replied. While I knew that to be true, I also knew my sales pipeline and lead generation spreadsheet data needed to be revisited.  Like most small business owners, I can be remiss in keeping such metrics up to date,…

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To Outsource or Not?

Whether to Outsource and How to Value Your Marketing Efforts Here is a quick guide to help the small business owner determine whether to outsource specific marketing tasks and how to decide what his/her marketing efforts are worth. Should I Outsource? Try the classic litmus test for delegating: “If someone else can perform this task…

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