TOTALLY UNCORKED ON MARKETING

Elaine Fogel

business man very stressed

Do you how know easy (or difficult) it is for your customers to do business with your SMB (small-medium business) or nonprofit? If you’re not sure, I suggest you find out.

Why am I asking you this today? Because I recently had a customer experience that was so poor, I have to share it.

Albeit, it was with a financial institution – surely not considered small by any measure – but customer experience concepts are the same no matter the size of the organization.

So, here’s what happened. I tried to set up a link between my bank and one of my QuickBooks (QB) accounts so banking transactions would be entered automatically. I’ve done this in the past and thought it would take a few minutes. Uh, NO! Continue reading

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website-billionphotosA new study, 2015 State of Small Business Report by Wasp Barcode Technologies, shows that only 35% of SMBs (small-medium businesses) say their company website is very important to extremely important to their success. Say what?

With so much emphasis placed on content marketing/social media, and buyers researching websites before making purchases, how can this be? The small business website is THE most important marketing real estate. This is the hub where all links should be pointing, where product and service benefits are featured, and where buyers can check out companies’ credibility and offerings.

It makes no sense to me unless these businesses are acquiring enough customers from word of mouth and other inbound marketing channels. If this is the case, there are a lot of very lucky or smart small businesses in North America right now.

This lack of web presence emphasis mirrors some other study findings that are indicative of the marketing challenges that many small businesses face. Here are some stats and editorial from Steve Olenski in a recent Forbes article: Continue reading

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marketing-news-tidbitsThis week’s tidbit topics include SEO tactics, content marketing, and online personalization.

  • Relevant content creation is the most effective AND difficult SEO tactic says a new study by Ascend2. Some 81% of 286 global marketing, sales and business professionals believe that either outsourcing to a specialist (17%) or combining in-house resources and outsourcing (64%) represent the most effective resources for executing SEO tactics. (MarketingCharts)

Ascend2-Most-Effective-Difficult-SEO-Tactics-June2015

Continue reading

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Media Letters hanging strings with blue sackcloth background.Where will you be spending your marketing dollars in the next five years? The latest annual Entertainment & Media Outlook report from PwC gives us some real clues.

Here’s the BIG takeaway:

It’s increasingly clear that consumers see no significant divide between digital and traditional media: what they want is more flexibility, freedom and convenience in when and how they consume any kind of content. Instead of a divided landscape, what we have is a fluid and multifaceted ecosystem – one where new digital offerings have created a bigger, more diverse content universe, and where digital has accelerated delivery across platforms.” (PwC)

And, here are some of the expected trends: Continue reading

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happy-employeeLast week in Part 1, we looked at how unhappy employees can affect your brand. Every employee touchpoint conveys your brand to customers. So, how do you create internal customer (employee) centrism?

Here are some tips that are included in my upcoming book, Beyond Your Logo: 7 Brand Ideas that Matter Most for Small Business Success: Continue reading

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marketing-news-tidbitsOf the three tidbits this week, I find the second one most surprising. Is social media marketing all that it’s cracked up to be?

I wonder if all the focus and hoopla has been worth it? Imagine that senior executives believe the data generated by social media analytics is not yet actionable. So, why are we all still doing it?

Will this change? What do you think?

Read this week’s tidbits…

Continue reading

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unhappy employeeWhether you work for a small business or nonprofit organization, its brand determines its success. Every touchpoint conveys the brand to customers. And, who’s in charge of touchpoints? Employees!

A recent infographic from Good.co and published in Website Magazine clearly demonstrates that 70% of American workers are disengaged at work and NOT working to their full potential. Ouch!

The saddest part of this problem? It doesn’t take a ton of money to change this problem, so why aren’t more organizations doing something about it? Continue reading

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