When I ask many small businesses who their target market is, 80% of them give one of three answers: “Everyone who uses my [product/service]” “Everyone who needs my [product/service]” “Everyone who wants my [product/service]” The problem with “EVERYONE” when it comes to marketing is that by defining your target market...
Insights
Why THIS approach to marketing doesn’t work and what to do instead.
When it comes to marketing in your business, do you seem to do lots of things, but nothing makes an impact? Many businesses have a scattergun approach to marketing. Marketing has so many channels, platforms, audiences, messages and ways of communicating that it is not surprising that this approach develops...
The 10 C’s retention model.
What factors contribute to high retention of customers or clients? You’ve probably heard something along these lines before: It costs five to ten times more to acquire a new member than it does to retain an existing one. Sometimes it can cost up to 25 times more. Customer retention has...
What is a Unique Service Proposition (USP) and why your business needs one.
What is a USP? I’ll give you a hint - it’s not about being able to see into the future (that’s ESP!). Rather, a Unique Service Proposition (USP) is what makes your business unique and sets you apart from your competitors. I don’t have one. I offer the same things...
Branding. What is it and does it matter?
Branding is often an arbitrary term that non-marketers believe is just your logo and colours. Yes, branding does encompass your logo and colours, but it is so much more than that. Branding is who you are. Let’s say someone said to you “Tell me about your best friend”. You might...
Marketing Department: What is the best way to manage the marketing function in my business?
Running your own business invariably means, you wear many different hats, right? You often start your business being trained in your chosen profession. You do bookings, you see clients, you do paperwork, you pay bills. You do everything. The buck stops with you. As you grow, you realise that you...
15 Common Marketing Acronyms Explained
Like all professions, marketing has a ton of acronyms and jargon. For the average person, it is a struggle to understand what these terms stand for, let alone how they could help your business. So if you don’t know your SEO from your SEM or your PPC from your CRM,...
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