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Good Measurement Starts with the Right Goals

Reading Time: 4 minutesIt’s no secret that I am an advocate of measuring marketing communication efforts. Without measurement, how can you ever know if you’re succeeding or failing? Too often we become afraid of metrics because it involves numbers but you need to get over it. Data is the present and the future. Measurement is hard. You need something to measure and that means work. After all, goals and objectives don’t create themselves. We have to conceive them. That’s simple. The hard part isRead More »Good Measurement Starts with the Right Goals

Incuriosity Killed the Cat

Reading Time: 3 minutesYou’ve heard the phrased “curiosity killed the cat”. It’s an old proverb warning us that being curious about other people’s affairs may get us into trouble. There is a certain wisdom in this but it certainly doesn’t apply to all situations and a lack of curiosity can be an even bigger problem. We are seeing the biggest changes in business since the industrial revolution. Automation, machine learning, and artificial intelligence are changing the way work is being done. Marketing communicationRead More »Incuriosity Killed the Cat

Prevent your Communication Efforts from Taking the Dirt Nap

Reading Time: 5 minutesThe only thing sure in the world is change and this applies to your marketing communication efforts as well. We now have more options than ever. This is a good thing but it does make things more challenging. When we have always done things a certain way it feels comfortable. It’s what we know and to change can feel uncomfortable and maybe even a little bit dangerous. Recently I was having a conversation with a peer about Public Relations (PR).Read More »Prevent your Communication Efforts from Taking the Dirt Nap

Your Leads Need Help to become Your Customers

Reading Time: 4 minutesA few weeks ago I talked about using the marketing funnel to convert leads into customers. The concept itself rather simple. Marketing communication brings people into the funnel and through its different steps: Awareness Interest Consideration Conversion If you follow this link you can read about the marketing funnel in more detail (you’ll notice that I have two steps that occur after the conversion. I’ll be discussing those steps in a future article). Today I’m going to talk about howRead More »Your Leads Need Help to become Your Customers

What Makes Your Organization Unique?

Reading Time: 2 minutesRegardless of what your organization does, you have competitors and they likely offer many of the same products and services that you do. This can make running a business challenging to say the least. The question is, in a sea filled with heavy competition, how does your organization stand out? You do it by looking at those things that are unique to your organization. We call them differentiators and it’s what we are going to talk about today. What areRead More »What Makes Your Organization Unique?

Why Marketing Communication is the Perfect Option

Reading Time: 4 minutesMarketing communication. Digital marketing. Public Relations. What are these things? More importantly, should your business be using one of them and if so, which one? They are all different and yet in some ways, the same. Confused? Welcome to the club. Sometimes these terms are used interchangeably. It just depends on who you are talking to. Today I’m going to talk about all three. I will tell you what they are and what they do. I have a clear favoriteRead More »Why Marketing Communication is the Perfect Option

Use a Marketing Funnel for Results

Reading Time: 3 minutesUse a Marketing Funnel to guide people to a purchase Regardless of whether your organization is selling a product or asking for donations, your customer will be going through a marketing funnel. Your marketing communication efforts will have a big impact on getting people into and pulling them through, but what is a marketing funnel? The marketing funnel has six stages:  Awareness Interest Consideration Conversion Customer Relationship/Retention Evangelism Some of your customers will go through the funnel slowly while others willRead More »Use a Marketing Funnel for Results

Do You Have a Public Relations Plan?

Reading Time: 4 minutesDeveloping a public relations plan will help your organization meet it’s business goals. If you don’t have a plan, you are missing a great opportunity to add to your organization’s bottom line. But how do you develop a plan? There isn’t one specific way that you have to follow although there are certain elements that you need to have. In this post I’m going to show you some steps to help you create a plan. Like any plan, it’s not somethingRead More »Do You Have a Public Relations Plan?