Tag Archives: marketing

3 Steps to Winning Customers

Effective marketing should create potential new customers i.e. leads. There are phases to the customer acquisition process, namely lead generation, lead nurturing and lead close – some would call this the sales pipeline. The key to moving from one phase to the other is a strong process. Why? If you don’t maintain the follow-up, then your investment in marketing, whether it be networking, advertising or anything else, will be a waste of time and resources. Continue reading

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How to beat the competition – Part 3

As I work with CEOs, supporting them in developing their strategy, it rarely occurs to them to consider their competitors response to their new strategy, what risks they pose and what defensive responses might be. Why do this? Advance thinking will mean you are prepared and can be proactive to ensure you beat the competition rather than the other way around. Continue reading

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How to beat the competition – Part 2

Competitive intelligence is a form of strategic risk management. You start by understanding the level of strategic risk competitors pose to your business and then develop your responses. Why? Advance thinking will mean you are prepared and can be proactive to ensure you beat the competition rather than the other way around. Continue reading

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How to beat the competition – Part 1 The Myth

It is a myth that a business has no competitors because every potential customer has an alternative in their minds when contemplating a purchase. Beating the competition means first identifying who they are. This is determined by those your customers consider to be competitors, as well as those you already consider. Your customer may not have the same market knowledge as you do and therefore their choices may appear far wider and you will need to “build your case” against this wider range. Beating the competition includes developing messages for all perceived competitors. Continue reading

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How to market effectively

I have been amazed at the over-reliance on the “marketing & sales” role for finding new customers. In smaller businesses this tends to be the CEO/MD and in larger organisations, it is the Sales/Marketing Department. As the availability of information floods everyone, there is an emerging push-back from the market who are starting to rely more heavily on word-of-mouth, referrals and relationship building. It was always thus of course, however, key decision-makers are becoming more wary of the overwhelming abundance of information and cold marketing activities. This means that marketing is harder and takes longer. Every business now needs everyone on in their organisation and their alliance network to be talking about and acting as unofficial marketeers. So who is in your business, your “value-chain” and your networks who could market your business? Continue reading

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How to create a blog – Part 4 – 10 ideas to reach more readers

In Part 1 and Part 2, I talked about a blog strategy and planning your blog.  Part 3 gave some ideas on developing content.  Of course, however well you do in Parts 1-3 mean little if no-one reads your blog.  … Continue reading

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How to use Social Media to add customer value

The benefits of social media tend to focus on marketing and networking. Finding new customers, building relationships with potential new customers and raising your profile. There are, however, other benefits that can be derived by using social media to add value to your important clients and customers. Why? The more value you deliver, the stronger the relationship and more loyal your customer. Here are some ways to give a little bit more to your customer, providing them with benefits and demonstrating how important they are to you. Continue reading

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