Category: Digital Marketing

Marketing ○ Business ○ Sales ○ Management

Portrait of young smiling cheerful entrepreneur in casual office making phone call while working with laptop

How to sell

I’m writing this for anyone who owns or runs a company. If that’s you, you weren’t “born” a company owner; you probably came into it after working in some other specialty. Finance, engineering, programming, plumbing, baking . . . whatever. Now you have to make sales. As the owner, you need to know how to sell and how to direct and manage others who sell for you.

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SEO for CEOs: What you need to know

Search Engine Optimization (SEO) is one of the more mysterious aspects of digital marketing; difficult to understand or manage, driven by arcane rules, and dominated by “leave me alone in my cave and let me work my magic” vendors. But it’s important; you can’t claim to be successfully engaging in online marketing without doing a proper job on your SEO.

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Man holding up his hand as if making a promise

Real-world branding strategy: Your brand is the promise that you keep.

I have a real-world definition of branding strategy, based on working as a revenue coach for hundreds of companies and interviewing thousands of customers. It is this: “Branding is the promise that you make; your brand is the promise that you keep.” To help company leaders put this truth to work to increase their own revenues, I explain that they keep (or break) their branding promise with five tools: products/services; people; processes; policies; and passion.

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Woman smiling broadly pointing to the sky

The most successful branding strategy: Mindset Immersion

Branding strategy is usually an “inside” affair, created in windowless (or now virtual) conference rooms. “What do we want to be known for? What is our mission? What do we do better than competitors?”  What’s missing from this conversation? Customers. Who buys your product or service? Customers. No wonder so much marketing doesn’t work.  My

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Kristin Zhivago's book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy
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