What is your marketing plan missing – Part Two

Posted by Patrick Murphy on Thu, Jan, 22, 2015

Treasure the Competition in you marketing plan

To be an effective competitor, analyze your competition, including new firms entering the market. Depending on what you sell, your competition can come from suppliers, resellers and manufacturers. But rivalries are not the only source of business uncertainty, which also can arise from larger trends – economic, demographic, technological, social or regulatory. Once you identify these competitive threats, factor them into a short list of your key planning assumptions, which you can use to build your marketing strategy.

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Tags: Marketing Plan

What is your marketing plan missing?

Posted by Patrick Murphy on Tue, Jan, 20, 2015

You marketing plan should be about people and your products

Marketing is about people. A good marketer will fi nd out what the company’s customers want, target the right audience, and discover or formulate the benefits that make a product or service unique. If your business, large or small, does not offer something exceptional, you are just selling something that customers can get elsewhere easily. If you want your business to succeed, you must offer something your competition doesn’t.

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Tags: Marketing Plan

A/B Testing for email and marketing success

Posted by Patrick Murphy on Thu, Jan, 15, 2015

Where do you start with A/B Testing?

A/B, or comparative, testing means showing different versions of your site to different people and “measuring which version most effectively turns them into customers.” Once you decide to “A/B test,” pick your starting point. Many people generate confusion by changing elements without setting goals or criteria. Instead, follow “a purposeful and deliberate five-step process”:

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Tags: Makeketing

How to use Social Media to sell

Posted by Patrick Murphy on Tue, Jan, 13, 2015

The Sales Potential from social media

Of necessity, today’s B2C or B2B sales or marketing professionals must be proficient at “social selling.” Social media’s current audience of 1.48 billion consumers continues to expand daily. If you can connect with only “one-tenth of one percent” of this audience, you will reach a million consumers at minimal expense, since you can use most social media for free.

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Tags: social media

B2B Marketing Branding for 2015

Posted by Patrick Murphy on Thu, Jan, 08, 2015

Your_BrandWhat is your branding about and why you need it?

Even marketing professionals have a difficult time defining branding. Some call it a “promise”; others call it a “culture”; and still others describe it as a combination of characteristics, identity, values and design. Branding is all of that and more, a sum that’s greater than each individual part. Branding is a strategic mix of the “tangible and intangible” that coalesces to form the “essence” of a company.

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Tags: branding, b2b branding

Is 2015 the Year of content marketing?

Posted by Patrick Murphy on Tue, Jan, 06, 2015

Why is Content Marketing key for 2015

Conventional, single-thread, one-way, disruptive mass communication – like the television commercials that brands have long subsidized – is on the way out. Today, content rules. Nine of ten companies of all sizes and all industries in North America use content as part of their marketing programs to attract and hold customers, and to build sales and profits.

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Tags: content marketing, SEO Content Marketing

How to test your website for marketing success?

Posted by Patrick Murphy on Fri, Dec, 19, 2014

Why should you test your website?

Every colleague, employee and customer has an opinion about your website. Most of their beliefs are out of date, biased, based on experience in some irrelevant realm or, most often, just plain wrong. Rather than going with your opinion, their opinion, the opinion of your CEO or the latest trend from the marketing department, pursue the most functional option: testing. Most likely, “your website is underperforming.” The gap between its performance= and its potential importance and return on investment is the “opportunity gap.” You can fill that gap, but proceed with care: Whenever someone suggests something that affects your site, test it.

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Tags: Marketing Strategy

Lessons for every business looking to grow next year

Posted by Patrick Murphy on Thu, Dec, 18, 2014

What are the problems that we face as business owners? To address the most commonly recurring problems in business, we should learn to manage the four keys to profitability: “your salary, your profit, staff” and “cash.”

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Tags: business strategy, Business Growth

Your Marketing Plan for 2015

Posted by Patrick Murphy on Mon, Dec, 15, 2014

How do you start your marketing plan? 

Well, start your marketing plan with the right message, one that is easy to promote and honestly represents your product, business or service. Craft your message by creating a “Unique Selling Proposition” (USP) that differentiates your product from the competition and communicates its primary benefit. Base your USP on any feature that makes your product stand out from the crowd, such as price, ingredients, color, size, location or position in the market.

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Tags: Marketing Plan, Marketing for 2015

Marketing Automation follows the 80/20 rule, what about your business

Posted by Patrick Murphy on Thu, Dec, 11, 2014

Inbound marketing and marketing automation is about doing more for less and the follows the same principle discovered by Pareto.  Vilfredo Pareto uncovered a powerful secret hidden in economic statistics: Cause and effect are not in balance. A minority of causes – usually around 20% – produces 80% of results. The pattern he discerned, now known as “the Pareto Law,” occurs in every area of business: A fifth of your customers accounts for four-fifths of your “dollar sales value.” And a few superstar employees, say 20%, are responsible for the majority of your firm’s productivity and value. The “80/20 Principle” proves pervasive outside of business, as well. Twenty percent of drivers are responsible for 80% of car accidents. And 20% of criminals commit 80% of crimes.

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Tags: Inbound Marketing, Marketing Automation