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Digital Marketing

November 17, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

he battle royal between marketing giant Procter & Gamble and activist investor Nelson Peltz is a case study on the effective use of digital marketing currently playing out before our eyes. Mr. Peltz says “P&G (Goliath) suffers from market share erosion and low organic sales growth due to smaller companies (David’s, just like you and me) using digital marketing more effectively”. In the middle of the proxy battle this summer P&G dropped a bombshell on the digital ad world by eliminating $140 Million of what it called ineffective digital ads in the 4th quarter of 2017 alone. Many observers implied if P&G doesn’t think digital ads work, digital ads must not work, right?

Just like you and I, Mr. Peltz’s objective is to create sustainable long-term value at P&G. Not by cutting costs in areas like marketing or research and development but to use those resources in new and effective ways by embracing the digital disruption in order to increase business and add value. Mr. Peltz eloquently proves his point by demonstrating how smaller upstarts like Harry’s Razors and Honest Company are doing digital right and are currently stealing market share away from the P&G.

This article will outline how Mr. Peltz is advocating P&G can do digital right to grow their business units using the same low-cost digital channels available to everyone with a laptop and internet connection.

October 30, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
E

mpowered by the internet your Next New Customer has changed the way they buy, is the way you sell keeping up with them? This article will define the about face in the purchasing path of your Next New Customer in the digital age of the internet and detail steps you can take today in order to take full advantage of it to grow your business.

Since the beginning of commerce Customers have always wanted to ensure they are receiving the best value in exchange for their (usually hard-earned) currency. They are constantly shopping and searching for the best buys to ensure they know when to purchase and from who. It’s human nature to want the best value and maybe just as important they also want to make sure they are not making a purchasing decision they will regret.

October 20, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
D

isruptions in business can be a tremendous opportunity if you are prepared. The hard part is recognizing the disruption “before” it happens. This is not always easy because digital age disruptions are coming from everywhere today and can develop slowly then seem to suddenly pop-up out of nowhere especially if we are too busy working “in” our business to serve our customers today and not investing enough time working “on” our business to serve our customers tomorrow.

Discover how you can profit from 3 different disruptions that will affect your business sooner rather than later if it hasn’t begun already.

October 13, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
D

isruptions in business can be a tremendous opportunity but, only if you are prepared. The hard part is recognizing the disruption “before” it happens. This is not always easy because disruptions can develop slowly then seem to suddenly pop-up out of nowhere especially if we are too busy working “in” our business to serve our customers today and not investing enough time working “on” our business to serve our customers tomorrow.

Discover how you can profit from 3 different disruptions that will affect your business sooner rather than later if it hasn’t begun already.

Part-1 of this article discussed the technical disruption. In Part-2 we will cover the “Demographic Disruption” headed your way. This year 2017 marks the birthday of the middle of the Baby Boomers. This means 3 years from around 2020 a majority of the Boomers will be retirement age and begin reducing their annual spending.

October 06, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
D

isruptions in business can be a tremendous opportunity if you are prepared. The hard part is recognizing the disruption “before” it happens. This is not always easy because disruptions can develop slowly then seem to suddenly pop-up out of nowhere especially if we are too busy working “in” our business for our customers today and not investing enough time working “on” our businesses for our customers tomorrow.

Discover how you can profit from 3 different disruptions that will affect your business sooner rather than later if it hasn’t begun already.

September 15, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
D

igital disruption is totally transforming the way we do business at a break neck pace and will soon permeate into every organization and every facet of our economy. You are not alone, businesses and organizations large and small across the country are struggling to understand this new normal.

This article will explore the threats and opportunities of digital disruption in addition to providing guidance on how you can create a digital strategy to mitigate and overcome the impact of disrupters headed your way so you can not only survive but thrive in the digital age.

September 09, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

here is no better way to summarize our experience at Content Marketing World (CMW) this week than the headline of this article.

Content Marketing World demonstrated to us that Digital Disruption is not limited to Retail Armageddon that has been in the news, it is causing cataclysmic disruptions across organizations large and small around the globe. If you want to ride the wave to the next level and not get crushed by the disruption of digital heading your way, join us at the 7th Annual, Content Marketing World 2018 in Cleveland Ohio.

This post will review the 3 most important things we learned this week at Content Marketing World 2017.

August 18, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
Y

ou can please some of the people all of the time, all of the people some of the time, but you can’t please all of the people all of the time. If you cannot satisfy them you are not only doing them a disservice you are also putting your brand equity at risk. In the analog days, unsatisfied customers would tell a handful in their social sphere. In the digital age, they tell the internet.

You put your reputation at risk every time you don’t ensure you can satisfy your customer during your qualification process. It is often better to redirect them to another provider instead of risking a negative rating or review.

Every business, professional firm and nonprofit organization is unique and requires special considerations especially when it comes to marketing in the digital age. All of these organizations do have the same 7 critical components in common if they want to grow their organizations. Critical Component number 5 is “redirecting unsatisfiable customers” can be controversial if not managed properly.

August 11, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
E

very business, professional firm and nonprofit organization is unique and requires special considerations especially when it comes to marketing in the digital age. All businesses, professionals and nonprofits do have the same 7 critical components in common to grow their organizations in the digital age.

We invite you to enjoy “Part-4” a simple strategy that can double your profits by asking one very simple question. (Spoiler Alert-Plus a bonus tactic)

Business owners tend to focus on revenue or top line sales numbers. Revenue is important of course but it is profit that allows us to serve our customers by keeping up with the drastic changes occurring in the marketplace thanks to the digital age we are in.

August 04, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
I

mproved Customer Retention is “Critical Component Number 3” and the foundation of growing every organization. Why customer retention? Besides the fact it is so damn hard to attract new ones, a satisfied customer is not only your best source of new business, they are a critical referral source especially in the digital age. If your customer is not satisfied they might tell the internet damaging your hard-earned reputation. This article will review several concepts and techniques you can begin using today to improve your customer retention.

July 28, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
G

rowth is never by mere chance; it is the result of forces working together.
— James Cash Penney, Founder, JC Penney
All businesses, professional firms and nonprofits must continuously attract new customers, clients and donors to survive let alone thrive. Attracting your Next New Customer in the digital age has changed dramatically. The evolution of communication channels including the internet, email and mobile phones has made distributing our messages at scale dramatically less expensive. Although the modern digital age channels are less expensive they do require new strategies and tactics to be effective. This article will demonstrate how you can Attract Your Next New Customer in the Digital Age.

July 14, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

he saying, “If you build it they will come” popularized by the 1989 movie “Field of Dreams” starring Kevin Costner and has been adapted many times to describe how to build a new product or business. “If you build it they will come” sounds so encouraging but can be very expensive and often incredibility risky. In the digital age, we have the benefit of the internet that provides much less expensive ways to build a business and mitigate your risk at the same time. This short article describes one such strategy you can consider to grow your business.

June 30, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
O

n Independence Day, July 4th we celebrate the founding of our nation which began at the signing of the Declaration of Independence in 1776. By signing the Declaration of Independence our forefathers were committing treason and in effect, signed their own death warrants. Spoiler alert: Death warrants have nothing to do with marketing in the digital age.

In 1776, the British Empire possessed the most powerful army in the history of the world. By signing the Declaration of Independence and in waging the Revolutionary war which indeed purchased our freedom from England our forefathers began a new era and created a revolutionary new precedent of individual freedom.

The knowledge of the day and technology our forefathers used to accomplish this was evolutionary, the way they used the knowledge and technology was revolutionary.

June 23, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

he massive increase in digital marketing news coverage in the mainstream media indicates digital marketing continues to painfully mature. The Wall Street Journal dedicated an entire section in their print edition this week titled “The Web’s Perilous Paths For Brands”.

Suzanne Vranica’s headline in this Special Report section of the Journal was especially poignant. “Advertisers are increasingly wary of objectionable content and fraudulent traffic, as they seek their goal: the attention of audiences who will buy their products”

Everyone knows their Next New Customer is spending more and more time online so digital advertising continues to explode lead by programmatic ad buying. The digital duopoly of Facebook and Google collect an incredible amount of metadata including browsing preferences, shopping habits and demographics that they let advertisers use to “target” their Next New Customer on their far-flung ad networks. Programmatic ad buying is promoted to be more cost effective than purchasing individual ads on well-know sites.