Marketing that Matters

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With the new year comes a fresh start. What do you need to reframe as you head into the new year?

Need some marketing help?

Head into the new year with a winning strategy. Don’t wait until things go from bad to worse to change the trajectory of your business.

In business and in life, you need the right skills and resources based on where you are in your journey. What got you here, won’t necessarily get you “there.”

Who you align yourself with matters. As a human and as a brand. Partner with those who help your brand shine.

Spray-and-pray is an ineffective content distribution strategy. Content distribution must be purposeful driven through owned, earned and paid marketing channels.

Follows, likes, comments and retweets are admirable, but don’t let unwanted clicks drive up your expenses and drive down your business performance.

Some things are better left to the professionals. Why do so many of us have to learn this lesson the hard way?

Front-line employees deliver your brand experience. They need accountability, knowledge and training to make the right decisions.

We have a choice in the legacy we leave. If we don’t focus on it, it will create itself.

I’m not promoting eavesdropping as a research strategy but paying attention to what’s going on with consumers should be part of your routine.

When you are creating, you might find that you don’t have all of the ingredients. You may need to make substitutes. But when you get it right, the creation is uniquely yours and beautiful.

Want to know what customers want? Ask them. Customers don’t always know what they want, but be flexible in how you listen.

Self-service is service for businesses, not customers. From self-checkout at stores to booking travel online, customers are drawing the short straw. Businesses that start offering service to customers will be the next industry winners.

Don’t blindly accept AI marketing tools that give you little control over the performance of your ads. Use a disciplined approach that leads to healthy business growth.

Consumers are breaking up with subscription services and opting for free content. Bring on the ads!

Broadcast media allowed advertisers to reach the masses. Online tracking cookies allowed advertisers to reach individuals. With the death of online cookies, marketers are looking for new ways to reach potential customers.

Identifying and inspecting the right metrics is critical for peak marketing performance. Gathering relevant information is key to understanding the landscape.

You don’t know what you don’t know about your business until you shine a light on what is uncertain. Light can bring clarity that will help you make better decisions.

Delivering on a brand promise is the single most important thing a company can do to build trust with its customers.

Good coaches know the rules of the game and how to be strategic about their timeouts to improve their chances of winning.

When launching a new product, it is critical to identify your niche in the market. Your product or service should fit your target market better than any other segment of the market.

Continuous assessment of your business and threats to it will help to keep it healthy and strong.

I Just Want to Be Liked

You need more from your social media assets than “likes”.

If you are not meeting your growth goals, you cannot continue to do what worked in the past. It’s time for a change.

Here’s the problem with blending in: It works! You literally get lost in the crowd when you conform.

It’s time to stop thinking about the product or service you sell and start thinking about the experience you deliver.

What does it take to build a brand as large as Coca-Cola in today’s digital-first world?

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