In business, either you engage in marketing or your business dies. Marketing isn't just running a few ads or waiting for referrals. Proper, focused marketing grows sales. Proper focused marketing is about ensuring that the people you want as customers get to hear what you are offering them and why it is perfect for their needs, regularly, consistently and on purpose, driving them from a state of interest to a state of readiness to buy. What if I were to tell you that you can take 7 easy steps to prepare a targeted marketing campaign that will identify your best customers, craft the right messages they want to hear, within marketing activities designed to drive them down the sales funnel? (more…)...Read more
It is almost impossible for anyone operating a small business these days to avoid two things if they want to continue growing awareness about their business:Read more
- A good website; and
- A social media presence.
In tight economic times, small business owners can be tempted to retreat into their shell. To get through tough times, small business owners look at cost savings, financial controls and cutting expenditure. However if this is done in isolation, that is, if you rush to control costs without also looking at the top line, your bottom line will shrink anyway! Counter-intuitive as it is for small business owners in a period of financial slow-down, small businesses must continue marketing efforts and not look to cut these as if they were discretionary costs. “Marketing” is not just “advertising” which is what small business owners think when they think of marketing. In fact, advertising may be your least effective marketing cost in a shrinking economy. The important thing is to get a good rate of return for your marketing dollar and you get this by implementing effective marketing techniques. Effective marketing is the type of marketing that gets your name out there with its “brand” attached in the most cost-effective way. This can be added-value service, it can be increased contact with customers – this type of marketing can include less-cost or no-cost vehicles. Direct marketing is not necessarily no-cost but a large part of the effort can be...Read more
So, this is going to be a controversial posting. I wonder what you think about the morality of your behaviour when you choose to change professional advisors? I don't mean the professional ethical rules, but the morals of how you do it. And how should the professional advisor react? Here is a story of how a client of mine decided they wanted to change accountants. Read through the circumstances, and then tell me what you would have done. (more…)...Read more