Where's Yours?
Up to 88% Search Online Before They Buy . . . Make Sure they Find You Before Your Competition!

Mark Boepple

December 01, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

o win the hunt for the best deals, your Next New Customer is using their smartphones with great skill to gather intelligence on social media, websites and even apps such as PriceGrabber, PriceJump, and ShopSavvy to ensure they are getting the lowest price.

This kill the vendor purchasing behavior is highlighted by but is no way limited to the retail sector during the Christmas season. It is a total about face in the purchasing journey for all business sectors all of the time. Your Next New Customer has hijacked the purchasing journey, they like the power and they are never going to give it back. If they don’t like what they find about you online, you are going to lose business. This article will discuss one strategy you can use to protect yourself from the onslaught of digital shoppers decimating your margins.

November 27, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
Y

ou don’t have to look any farther than Black Friday to understand consumers have changed the way they buy in a very big way. The number of people visiting U.S. stores on Thanksgiving and Black Friday fell 4% from last year, according to RetailNext Inc., which counts shoppers by analyzing in-store videos. At the same time U.S. Black Friday, Thanksgiving online sales has climbed to a record high.

Mobile shopping was the big news of the day, with commerce marketing firm Criteo noting that 40 percent of Black Friday online purchases were made on smartphones this year a massive 38 percent increase over last year. This doesn’t include the countless in-store sales assists by smartphone visits to retailers to find store hours, check prices and search for the latest deals.

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.

November 07, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

he internet is a BIG place growing at a massive rate. Even though recorded history has been around for over 2,000 years a 2017 study by IBM reports 90% of the data on the internet was created since 2016. The question we get asked every day is “how can my Next New Customer find me in all that data”? This is a critical question for anyone that wants to grow their organizations in the digital age. There are many on-page and off-page strategies and tactics that can be used. This article will focus on on-page strategy.

The search engines have improved their guidelines for on-page search engine optimization or SEO in recent years. Following their on-page guidance is important to start. But on-page guidelines will only get you so far. This article will demonstrate the number one thing you can do to get found online.

The Number One Thing You Can do to Get Found Online Is . . .

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 29, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

he first free strategy we discussed in Part-1 was Social Media Channels especially while they are still free. The second strategy of course is Search Engines.

There are many Search Engine Optimization (SEO) tactics you can utilize to get the most out of your digital properties. This post will review the difference between white hat SEO tactics that can improve your search rankings and black hat SEO tactics that will get your site delisted in addition to the number one thing you can do to improve your search ranking to help grow your business.

September 22, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
Y

our Next New Customer is using social media channel(s) of their choice for reasons that are important to them. For example, Facebook users generally like to keep up with family, friends and classmates. LinkedIN is popular with professionals engaged in advancing their careers or growing their business.

Discover your Next New Customers favorite social media channel and publish to it with content they will want to engage with. Each social media channel has it’s own audience type and chances are your audience is on multiple channels. So use market research, demographic usage data, social trends, hire a marketing agency or just ask your customers. They’ll tell you, in fact they love to share, sharing is the one favorite activity that is common across all social networking channels.

This post will discuss 2-free strategies including important tactics to get found online along with one critical question you need to ask to begin.

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.

September 01, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
H

alf the money I’m spending on advertising is wasted; the trouble is, I don’t know which half is one of my favorite quotes from John Wanamaker, a 19th century dry good merchant. Measuring advertising and marketing results was still difficult to impossible through the industrial age of the 20th century. This has all changed for the better in the digital age of the 21st century. This article will demonstrate how Critical Component-7; “Measure, Analyze and Adjust” can help you to “Stop Spending on What Isn’t Working”.

August 25, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
C

reate and Promote Brand Enthusiasts, they are sharing online already so why not put them to work for you? They are sharing not only for themselves but for others in their social sphere.

Everyone enjoys reveling in the success of their family and friends when they hear about a problem solved or new acquisition. Neighbors, coworkers and associates are anxious to learn from others experiences so they can make better purchasing decisions themselves. And you don’t have to go any further than the internet to find ratings, reviews and firsthand experiences on anything and everything from people you don’t even know that just want to share.

This quick read will give you a head start to “Creating and Promoting Brand Enthusiasts” to help grow your business.

Every business, professional firm and nonprofit organization is unique and requires special considerations especially when it comes to marketing in the digital age. That said, all organizations do have 7 of the exact same critical marketing components in common if they want to grow their organizations. “Creating and Promoting Brand Enthusiasts” is critical component Part-6.

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 21, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
E

very business, professional 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 share 7 critical components in common they can use as a foundation to grow their organizations. The first critical component is an Integrated Actionable Marketing Plan, and we will demonstrate how to make it measurable as well.

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.

July 07, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
E

very business, professional and non-profit that wants to be found online must have a system in place to keep up with the constantly changing digital landscape. This is the first in a series of articles that will discuss absolutely critical items that must be included in your web and blog sites if you want to be found online.

The Internet is a BIG Place and It’s Still Growing
It is more and more difficult to get found every day. There are over 1.2 billion websites with an estimated total of almost 5 billion web pages. Google processes over 40,000 searches every second which totals a staggering 1.2 Trillion searches a year.

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.

June 16, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
T

he digital age continues to disrupt every facet of our lives especially growing our businesses.  This was keenly evidenced in Mary Meeker of Kleiner Perkins annual report entitled “Internet Trends 2017 Code Conference”.  Mary Meeker is a prominent venture capitalist, expert in all things digital and called the Nostradamus of technology by Wired Magazine.

Mary’s 2017 355-page report is truly a comprehensive overview of all things digital – markets, industries, countries, statistics, areas of growth and decline.  We will outline some of the more critical takeaways for small and medium-sized businesses, (SMB’s) nonprofits, and professionals here.

June 02, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
P

art-1 of this post demonstrated the importance of customer reviews to improve retention and grow your business. In Part-2 of this post will outline an Actionable 6-Point Satisfaction Rating Scale that will:
Demonstrate the Importance of Customer Satisfaction to Your Team
Define What Each Rating Means to Your Business (& Their Job)
What Action to Take with the Results to Improve Retention & Grow Your Business

May 24, 2017
President
Your next new customer has changed the way they buy . . . Have you changed the way you sell?
Y

our customers are talking about you already. Why not put them to work and let them help you grow your business. This article will demonstrate one often overlooked strategy you can use to improve customer retention in addition to adding Next New Customers to grow your business at the same time.

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

ttracting blog visitors is important but the real objective is to attract a repeat audience to add value to your organization and extend your reach. Somebody that visits your blog is a window shopper, a visitor that engages or interacts with your site is much more likely to not only become a repeat audience member but more importantly become your Next New Customer. Read on to discover 7 simple ways to encourage your site visitors to engage with your site.

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

irst Contact! Congratulations you attracted a new visitor to your site but remember, they don't know you yet, and if they don’t engage or interact with you right now they can easily click away, forget about you and be lost forever. The first important decision before you begin writing is to decide what you want your audience to do usually in the form of a “Call to Action” after they read your post. This article will not only provide the 3-Critical Components that must be included in a successful Call to Action but also examples of how you can use them with your next post.

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

his number goes up to an astounding 97% when they are looking for a new car. These facts are even more important when you consider your Next New Customer is making decisions on the limited few providers they are going to even talk to based only on the information they find online. This article will demonstrate the importance of being found online and how you can improve your chances of being found and more importantly selected.

Google and our friends at Luth Research recently completed a fascinating study following one car buyers journey from initial research to a final purchase. Her journey included over 900 digital touchpoints in a 3-month period. She looked into 14 different automotive brands online before choosing 2 brands to visit. That’s 12 different brands that will not only never see her business but will never even get an opportunity to talk to her because of the decisions she made based on what she found online.

The upside of digital marketing is when your Next New Customer contacts you, they are a much more educated consumer, much further down the sales funnel and more likely to buy. The downside is when they don’t contact you, you lose business.

There are 2 things to do to improve your chances of being found online and be selected as a potential provider.