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How Smart Businesses Thrive In Uncertain Times
“Be fearful when others are greedy and greedy when others are fearful.” – Warren Buffett Right now, fear is rippling across every market. It might feel natural – even prudent – to tighten your belt and pull back on sales and marketing. But when the economy feels shaky and the future uncertain, is cutting […]
Establishing Marketplace Presence
Customers buy for their reasons, not yours. No matter what your product is, ultimately your company is in the education business. Your customers need to be continuously educated about the advantages of doing business with you and taught how to make ongoing improvement in their lives. I am often asked what the best marketing vehicle […]
Measuring Quality
How you define and measure quality matters. Organizational leadership within a single entity may define quality differently. Does your organization have a clear definitional understanding of quality and a well-defined approach to measure and continuously improve the excellence of your products or services? Adopting a “continuous improvement” mentality only excels when the voice and the […]
Do Your Customers Recommend You?
Business owners will be familiar with the old adage that a happy customer will tell 1-2 people, but an unhappy customer will tell seven. Know your organization’s NPS. If one customer is passionate about solving a particular problem, there are likely others who are less vocal yet have similar opinions. Customers are more enabled than […]
All Influencers Are Not Created Equal
To effectively measure source influence, it is essential to understand the ratio of influencers to followers on an individual social channel. Large followings do not always equate engagement. Businesses should measure how many reactions influencers receive when sharing brand messages as a percentage of their overall followers. An online channel that engages with an influencer […]