Category: Marketing

Expert Advice, January 2022, Marketing

Why You Can’t Repeat Your Best Customers

Quickly, define your target market. Say it in your head … now. OK, how many demographics did you identify in your definition? Did you identify an industry? A role? Gross revenue? Employee count? Gender? Age range? Household income? Identifying demographic characteristics is an easy way to filter and segment your best potential customers based on a combination of assumptions and historical data. However, many of us fall into a mental…

January 2022, Expert Advice, Marketing

2022: The Year You Finally Understand the Value of Your Existing Customers

In marketing, we often have blinders on that make us believe the best way to be successful is to get new customers at an ever-increasing rate. But too often, we get caught up in this game of cat and mouse and forget that our best customers are already sitting in our database: existing customers. These people have already been won over once—who’s to say you can’t do it again? And…

Marketing, December 2021, Expert Advice

In-House vs. Agency Marketing: What Is Right for You?

It’s the end of the year — that means it’s time to start planning where your business will head in 2022. And if you’re on the precipice of implementing a new marketing strategy, now is the perfect time to decide what type of team is right for you. In general, you have two options to choose from: an in-house marketing team (or in some cases, a singular individual) or a…

November 2021, Expert Advice, Marketing

Is That a Lion? Yes, and It’s Keeping Your Business from Growing.

Ever watch one of those nature shows where you see a herd of gazelle that gets spooked by a lion and they all take off running together? In the ensuing chaos, the camera always follows that one gazelle that breaks from the pack. Why do they follow that one gazelle?  The correct answer is “good TV.”  That gazelle is about to meet the business end of the aforementioned lion. Regardless…

November 2021, Expert Advice, Marketing

Coming From a Place of Gratitude: Your Marketing Is More Than Just Dollars and Cents

Happy “gratitude” month, SMB leaders! As we head into the Thanksgiving season, it’s time to prepare yourself to receive all the “we’re so grateful for you” marketing messages out there.  But before you start crafting that perfect one-off email and social media post expressing your gratitude for your customers, let me tell you a secret: Everyone can see right through that. Gratitude isn’t something you should practice once a year.…