Beat Complacency with Urgency for Business Success

As anyone who has started a business can tell you, there's a certain urgency in those early days. You're organizing your company, you're marketing your product or service, you're doing whatever it takes to get your business up and running and be successful. The same thing happens in established organizations as people create and deliver new products and services. It's often an intense and heady time, and when a project is complete or a product successfully launched, it is natural to want to sit back, take a breather, and bask a little in that success.

I don't know that we recognized it for the danger that it was to our success at the time, but we have been guilty of falling into a state of complacency. "We've finally made it," we thought. "We can slow down now and settle into a routine of fulfilling orders. We've beaten the competition."

At the time, we didn't realize the consequences of this thinking. Complacency leads to a des…

Account Based Marketing to Target Your Best Customers

Account Based Marketing

What exactly is account based marketing?
Are you thinking, "Don't I already market to my customers, especially to my best customers?" If you're already doing B2B marketing, you're probably doing some version of account based marketing.

To get a better idea of what account based marketing looks like, consider one marketer's analogy. Traditional marketing is like casting a wide net to catch fish (your customers), while account based marketing is "like fishing with a spear". Another description is personalized attention to an account to nurture the relationship with that organization.

Account based marketing synchronizes your marketing and sales forces and coordinates their work with an account with the ultimate goal of filling your pipeline and increasing revenues.

What are the benefits of using an account based marketing strategy?
In account based marketing, a customer account, that is, the company, is treated as its own market.…

Business Leads From Multi-Channel Marketing Strategies

Business Leads From Multi-Channel Marketing Strategies

In the pre-internet days of advertising, a multi-channel marketing plan consisted simply of a television or radio commercial and a print ad in either the newspaper or a magazine, brochure or flyer, or maybe even an occasional billboard. Sure, there were some general demographics guiding the placement of these ads, but they were more general, such as female vs. male, adults vs. kids. Advertising was a little more simplistic. The media choices were few, so the question primarily a matter of when to advertise to these general demographics. What comes to mind is the number of at-home moms with the television playing in the soap opera heyday - perfect time to advertise tv dinners and cleaning products. Or what about those commercials served up during sporting events? Cars and beer, trying to appeal to generally a male demographic.

Today, as we know, there are so many more options on what medium to use to reach your target audience. To…

5 Ways a Loyalty Program Can Build Your Business

Keep Customers Happy with a Loyalty Program Keeping customers returning to your business can often be a challenge in this digital world. It's more common than not that customers will have done research online before making purchases. Sometimes what they find will be enough to cause them to switch to one of your competitors. Loyalty programs, sometimes known as reward programs or incentive programs, can help you retain your customers and solidify the relationship they have with your company. Here are five reasons to consider instituting a customer loyalty program. If you currently have one, you can review this list to make sure it is accomplishing all five of the following outcomes.

Encourage repeat shopping
Customers who participate in loyalty programs are more motivated to become repeat shoppers because you're giving them something in return for patronizing your business. Living in a suburb, I have more than a few options of grocery stores. Meijer keeps me coming back by givi…

Google My Business

Search Engine Marketing For Small Business

What is Google My Business?
Google My Business is a local search listing for your company that improves your search engine marketing. It allows you to manage your online presence and includes features like Google Maps. With one profile, you can manage up to 10 locations. If you have more than 10 locations, then you can use Google My Business Locations dashboard.It's like having a Yellow Pages ad, but better, because it's tied into the Google search engine. Best of all, there is no charge for your listing in Google My Business. Who could say no to what amounts to free advertising?

How does it work?
Simply complete a business profile. Provide information about your company name, location, phone, hours, and description. Your listing will appear across all Google platforms, like search engine results, Local Pack, Maps, and Google reviews. In addition to the information above, you can enhance your listing by adding photos and customer revie…

Why Incentive Programs Work

Incentive Programs For Loyalty and Retention 
From the time we are children, incentives are used to encourage us to behave in a particular way. Eat your dinner, and you can have dessert. Brush your teeth and earn a sticker. Get your chores done, and you can stay up an extra half hour. Sometimes they worked, sometimes they didn't. It all depended on the incentive and how much that incentive meant to us.
As adults, it's really no different today. We still respond to incentives. And we do so in our various roles - as customers, employees, and business channel partners. What has remained the same is that if the incentive is meaningless to us as individuals, we're going to be less inclined to engage in the desired behavior that the reward is hoping to elicit.
I want to look at three different segments and give you some thoughts on how incentive/rewards marketing works for them. These three groups are: customers, employees, and channel partners.
We know that today'…

My Next Set of Tires

This is a post about delivering value to a customer even when it's at a direct cost without any direct compensation to the company.

I have a light remodel project going on in my basement at home. On multiple occasions, we carried out torn-out drywall to the trash cans at the end of the driveway for the next day’s garbage pickup. Somehow nails went astray and landed on the drive. I started seeing symptoms of this a couple of months back, but didn't realize what had happened until this week.

I've been driving around with a slow leak in my front tire and put off checking into getting repaired. I kind of dread sitting around an auto repair facility waiting repairs, hence the procrastination. More recently, my daughter’s car started seeing this very same symptom, except at a more rapid pace.

I realized that I needed to take action, promptly! I wanted to avoid that call from her that said, "I have a flat tire. What do I do?”

I called the Discount Tire store in Bloomingd…

Six Digital Marketing Technologies for Generating Leads

Generating Leads for More Business
Consistent lead generation is imperative if you want to stay in business. It's cliche, but customers truly are the lifeblood of your business. Generating leads can be a time-consuming and sometimes tedious process, but fortunately, nowadays, there is technology that can help do the job. Here are six digital marketing technologies that you should learn about to help you with this task.

1. Rocketfuel Digital Direct Response Marketing

Programmatic becomes predictive when marketers anticipate consumer needs. Consumers now demand brands to offer always-on access and personalized experiences. A shift in marketing has now allowed marketers to delight consumers when they are most receptive. This is all possible because of real-time data and artificial intelligence.
Predictive marketing gives you the power to be there when and where consumers want to engage. This technology brings together trillions of digital and real-world signals to create individual prof…