Loyal customers are essential to a successful business. But in addition to helping you reach your sales goals, your best customers can also play a powerful role in a smart marketing strategy. Here are seven ways to capitalize on the value of your best customers in marketing....
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Marketing is one of the most important factors in the success of a new business. So before you put your name on the door, consider this: Every business needs a marketing plan that outlines objectives, positioning, messaging, targeted audiences, channels, tactics, and implementation. Whether you develop that plan yourself or hire a marketing consultant or agency, there are the 10 key questions every new business owner must answer to create a smart marketing strategy....
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At some point, almost every business has important news to share with clients about major changes. Communicating big news is a pivotal moment in the customer relationship and it’s essential to do it right. Here are 12 tips for delivering important news to clients about your business from B2B marketing consultant Jean Gianfagna....
View MoreEven if you have the budget to execute marketing projects and a marketing agency standing by to help, there’s another factor that can impact your success: Your internal marketing bandwidth. Someone on your team has to make all that marketing happen -- and it's easy to get in over your head. Here’s how to prevent this problem in your smart marketing strategy....
View MoreCustomer and prospect data drives direct mail marketing. Data that’s outdated, inaccurate, or poorly processed can turn a good direct mail campaign into a wasted opportunity. Here are two examples of excellent mailings that failed because smart marketers that are usually highly skilled users of the channel relied on the wrong data....
View More“Can you hear me now?” Without thinking, you can probably picture the person speaking and know the reason why. It’s the spokesman from Verizon’s old advertising campaign demonstrating via countless ads in many different locations the power of Verizon’s vast nationwide network. It’s a tribute to Verizon’s marketing team and agency that this phrase became iconic for Verizon’s network reliability. Which makes it even more impactful from a marketing standpoint that Mr. Can-You-Hear Me-Now himself, Paul Marcarelli, has switched to Verizon competitor Sprint. In the new Sprint campaign, Marcarelli quickly dismisses Verizon’s position as...
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Referrals are like gold in marketing and sales. Someone who knows you endorses your capabilities to someone who trusts them AND needs what you provide. It’s an ideal setup for new business, especially if you’re a B2B marketer selling professional services. But many referrals don’t turn into sales. Marketers make costly mistakes that derail the sales process before, during, and after a referral takes place. Here are seven reasons why a referral may not result in a new customer and tips to avoid these mistakes in your sales and marketing strategy....
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"Drip" direct marketing can be a smart marketing strategy for business-to-business (B2B) marketers. Here’s why drip marketing works and how to create a drip direct marketing campaign, from Cleveland, Ohio marketing consultant and strategist Jean Gianfagna....
View MoreA product shipment is a golden opportunity for branding. Here are two examples of very different marketers – Nuts.com and Chanel -- who are transforming product shipments from routine transactions into branding and marketing magic in a smart marketing strategy....
View MoreThe marketing consultants of Gianfagna Strategic Marketing in Cleveland have developed a free, how-to guide for changing your organization’s name. Visit our website to get your free copy: https://www.gianfagnamarketing.com/freeguides...
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