Getting through to your target market with online and offline marketing messages is increasingly harder to do. In my book, ‘Small Business CEO’, I take you through the key marketing strategies to focus on when your business is in Foundation Stage. This includes getting your value proposition right, and your core messages, and creating a […]
Hosting your own event is a great marketing strategy that in my experience, always generates new business opportunities. Here are my top 7 reasons to host one: Reinforces Your Market Position – since it’s your event, you control how everything is done from catering to signage to welcoming guests and any product samples or information […]
Client tiers are important! Not just for small businesses but also for large companies, but many times people forget about tiers. It’s a great tool to keep you focused. For this article, I’ll use a hypothetical one or two partner suburban accounting practice with 600 clients as an example. Let’s assume that there’s likely to […]
How do you get the most out of your marketing spend? There’s no point in spending the money on marketing activities unless you have the ability to measure the results. Otherwise, how will you know which activities to stop, and which ones to repeat, as they’ve been so successful for you? The following checklist is […]
This is by no means comprehensive, but it is a very simple checklist to use when launching a new product or service into your existing customer market, or a new market. 1. Conduct market research a. Analyse information objectively (for what it is, not what you want it to be) b. Identify and profile target […]
Not all business owners or CEOs have marketer as one of their roles. There are two key reasons for this: they don’t have time to do it after they’ve addressed their other roles, or they don’t have a background in marketing or a real understanding of what is required and so don’t make time […]
How do you know which strategy will grow your business most effectively in the short and long term? Market penetration, market extension, product development or diversification are the primary strategies for building your business. You can also grow organically (growth in your own business) or by acquisition (of another business). This article summarises what these […]
Set Goals Develop Business Growth Strategy Align & Mentor People Execute Plan Review Performance The strategic planning process is not simple. It involves understanding your market, you competitors, your clients, the motivations and drivers of the people on your team, your own drivers and needs, what is working and what isn’t, where the core competencies […]
‘More is not always more’ This may sound a bit harsh, but it’s not about the client as a person, it’s about their value to your business. Just as you grow your business, you need to work with clients who are also in growth mode, or who have the potential to do so. In the […]
Now that we’ve headed into a new financial year, most of you would either have completed or are in the process of working on your growth strategies and targets for the next 12 months. Here are some questions designed to focus your marketing activities and identify where your priorities are. If you can answer them […]
