Focusing your marketing on specific niche groups is not only to increase the effectiveness of your campaigns, it is just good business practice. I have consulted many companies that unnecessarily market to large segments of people and get poor conversions (and wonder why). By channeling your efforts and directing the messages to smaller niche groups,… Read the rest

In one word, the answer is trust. In order to build customer loyalty, you must value the relationship between you and the customer over the transaction itself. This is especially important if you are selling complex products or services. Most sales and marketing people simply do not understand this most fundamental, and some believe incorrectly… Read the rest

Strategic marketing covers pricing, products, distribution methods, marketing communications, promotions, advertising, sales, and more. Basically everything that has to do with selling a company image or a product is marketing; from the pricing of the products to the packaging they are sold in. Even the channels that products are services are sold through is a… Read the rest

I am always talking about learning who your target audience is, what they look like, what motivates them to buy, etc., but I should also stress the other side of the coin. To be a successful marketer you must also understand the people that do not buy. Understanding why some people choose not to purchase… Read the rest

Only when people are buying your product is it actually a “product”. Until that time, your “product” is only a liability. In fact, you should not even consider designing a new product until your customers have (in a sense) told you what that product will be. They will tell you what products are needed, what… Read the rest