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
Lately we have been talking about the customer’s Mindset and the critical role it plays in your marketing. If you really want to know how to increase sales, that’s the factor that you need to focus on first. I’ve been defining the customer’s Mindset, at the start of their buying process, as the combination of
Most websites are brochures on a screen. Which is kind of silly, given that the visitor is more than happy to click around, take advantage of offers, and even answer a few questions, if you ask at the right time and in the right way. Website engagement is the new frontier.
It’s easy to get lost in all the details of digital marketing. It’s complex; there are a lot of channels, choices, rules, costs, and varying opinions on what you should do for your business. It gets even more complicated when you endeavor to combine the efforts of your marketing and sales departments.
Traditional sales methods aren’t working anymore. We all know what’s wrong: