What is a marketing plan? Discover your roadmap to results.

What is a marketing plan? Discover your roadmap to results.

Marketing
“All you need is the plan, the road map, and the courage to press on to your destination.” - Earl Nightingale As a business leader, you understand the importance of courage. It took courage to take a dream and turn it into reality. You had to believe even when no one else did and push through the moments that would have made others give up. This courage has gotten you to where you are today. But with success comes new challenges. Before, sales were centered around you and your network. As you scale, outreach becomes more challenging and you now find yourself needing new sources for leads. How can you create a marketing program that will feed sales for years to come? When you think about this question, past attempts…
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What Is Marketing, Exactly?

What Is Marketing, Exactly?

Marketing
“Our jobs as marketers are to understand how the customer wants to buy and help them do so.” Bryan Eisenberg Take a moment to think about your business’ marketing department and try to come up with a simple definition. Did something specific and useful come to mind? Probably not. While the quote from Bryan tells us our goal, we’re all stuck with the job of accomplishing that elusive task. The problem is that marketing is not just one method, one form, or even for one audience. At times, marketing can seem like the world’s biggest experiment. To be successful, companies have to be willing to test new methods, optimize current methods, and eliminate those that don’t work. But this leaves us with a few questions. What is marketing, exactly? How…
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Making Hay & Stashing Acorns: How growing businesses can maximize a good economy, but prepare for inevitable recession

Making Hay & Stashing Acorns: How growing businesses can maximize a good economy, but prepare for inevitable recession

Fractional CMO, Marketing
Originally published by Minnesota Business Magazine. Republished here with permission. Those of us who lived through the dot-bomb and 2008 recessions will not soon forget the impact on our businesses, communities and families. Yet, when times are good, it's easy to operate as though growth and prosperity will always be in front of us. Wise business leaders know that - like squirrels hiding away nuts for the winter - it’s always a good idea to plan for leaner times, even while harvesting bumper crops. (more…)
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Brand Messaging Moments: How Your Brand Narrative Evolves as You Grow. Part 1.

Brand Messaging Moments: How Your Brand Narrative Evolves as You Grow. Part 1.

Brand & Messaging, Marketing
If you didn’t catch my last post, then please take a second and at least skim it. In it, I share what a brand narrative is, how to create one, and the potential ROI for your brand. That said, creating your brand narrative is never one and done. As your company grows, your brand narrative has to evolve. This allows you to keep up with new internal and external challenges that every growing brand faces. What milestones in your growth will affect your brand narrative? (more…)
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Why Create a Narrative for Your Brand?

Why Create a Narrative for Your Brand?

Brand & Messaging, Marketing
In 1962, the car rental company Avis was losing $3.2 million per year, and consistently losing to their main competitor Hertz. Then Avis changed their brand narrative and started embracing their position as number two in the market. Instead of trying to position themselves as better in the minds of prospects, they admitted they were number two and that it made them work harder. This convinced customers that they were going to get better service by choosing Avis. (more…)
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