Of course you need a website. But, you need a lot more to succeed.
Your website is a primary location for product and service information for
which your customers are searching. Moreover, it should follow the content
marketing mandate of customer centricity. That is, your website must
reflect an understanding of what’s most important to your customers in the
way that you present content about who you are, what you sell, and why your
visitors should care.
But, that’s still just the essential foundation. An effective website is
necessary but not sufficient as an online marketing strategy. Patsi Krakoff
makes this very clear in her insightful post, Why Your Website Is Not Enough
(…and never will be, sorry)
Patsi sets a pretty high bar for your social media involvement, especially if
you are a small independent professional services provider. But, if you’re
Marketing experts shared invaluable insights about how to market in turbulent
times through the effective use of content online, in print, and in person.
Custom publishing has gone from being an ancillary, add on component of
marketing strategies to becoming a vital ingredient. Why? Because content
marketing is so important to an increasing number of marketers and companies
of all sizes. Therefore, creating custom content is no longer a nice to-do,
if you have the money. Rather, it has become an absolute must-do as part of
an integrated content marketing strategy.
The strategic... (more)
How They Use Secret Shoppers to Catch Their Team Members Doing the Right
If you are looking for great basic meat and potatoes cooking in a casual
atmosphere, you can’t do much better than Five Guys Burgers and Fries.
While working on a client project, I had the opportunity to learn about the
way they operate their restaurants–and how they think about their customers
and their employees.
The company launched with a single restaurant in the Washington, DC area in
the 1980s and expanded conservatively through the use of 100% company owned
outlets until very recently. The fa... (more)
Influence them with information well before they are ready to buy from you.
I have written before about the many differences between a traditional
website and a blog.
Your website typically provides timeless information, while your blog
provides timely information. Moreover your blog becomes more important as you
keep adding more and more content that is relevant to your prospective
But a case study about a consulting company, De Novo Strategy, from Bernie
Borges’ new book, Marketing 2.0, suggested a new nuanced but critical
reason for the power of a business blog. It... (more)
CRM on Ulitzer
I was inspired again by Jay Baer’s August 12 post about elevator speeches
in which he asserted that the typical elevator speech is too long for
today’s attention span.
As he put it, "Understand that the Elevator Pitch is Dead. You remember the
elevator pitch. The notion that you should be able to describe what your
company does in the length of time consumed by the average elevator ride.
I’m here to tell you, that’s way too long these days. Elevator rides seem
I am in absolute agreement that brevity is essential. But, brevity is just
the beginning... (more)