If your summer is slow, focus on marketing & sales for a competitive advantage; part 7 – develop content ideas

July 30th, 2013

Amazon Kindle in Womans Hands at beachI hope you’ve been following along this summer and implementing some of the ideas we’ve been discussing.  Whether it’s getting ready for the fall conference season, targeting new sales prospects or even cleaning up your in-house database, the summer is a great time to work “on” your business.  But we’ve got a few more to go…

One of the most popular tactics in marketing today – and it’s popular because it works – is ‘content marketing.’  That is, sharing information and ideas to help your clients and prospective clients.  And in helping, it builds credibility for your firm and positions you as a subject matter expert.

This content most often takes the shape of blog posts, articles, white papers, case studies, ebooks, podcasts and videos.  Throw in the occasional webinar and that about covers it.

One of the biggest challenges with content marketing is deciding what to write about… what the ‘content’ in ‘content marketing’ is going to be.  Which leads us to…

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If your summer is slow, focus on marketing & sales for a competitive advantage; part 6 – target new sales prospects

July 24th, 2013

girlfriends-getaway-beach-drink 2There you are, sitting at the beach, cool drink in your hands, warm waters lapping at your toes… and you’re complaining to yourself that business needs to improve.   OK, so what are you doing to make that happen?  Remember… “If you keep doin’ what you’re doin’… you’ll keep gettin’ what you’re gettin’!”

Our summer blog series has, for the most part, been marketing-related – prepping for conferences, getting active on LinkedIn, enhancing your online presence, even cleaning up your database.

But now it’s time to put on your ‘sales’ hat.  It’s time to start reaching out to actual human beings, starting a dialogue and helping them to make good purchasing decisions.

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If your summer is slow, focus on marketing & sales for a competitive advantage; part 5 – database clean-up

July 16th, 2013

laptop_pool_smSo far, our recommendations for getting through the slower-than-we-want-it-to-be summer have been pretty positive, pretty upbeat…

But now, we’ve got a recommendation that’s a little boring and a little tedious… but hugely beneficial!

Summer tip #5: Clean up your databases

I can see you now… rolling your eyes at the prospect of having to read through hundreds, if not thousands, of client and prospect records.  I get it… it’s no fun.  But it’s critical.

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If your summer is slow, focus on marketing & sales for a competitive advantage; part 4 – get smarter about business development

July 9th, 2013

reading_at_the_beachSo, are you keeping up… are you taking the time to focus on your marketing & sales this summer?  I hope so, because it’s a great time to do it.  We started with conferences, LinkedIn your online presence and now…

Summer tip #4: Get smarter about business development

Marketing has evolved and changed as much as any discipline in business.  We used to think about marketing as print ads and direct mail.  Then along came the internet and our choices expanded to include email and banner ads.  And in the last few years, thanks to advances in technology, our choices have expanded further to include social media marketing, search engine optimization and mobile marketing.

With the proliferation of options – where do you turn for answers?  Ironically, to the same technologies that are the cause of this anxiety in the first place… the internet and social media.  There’s enough information available – most of it for free – to make almost anyone a marketing expert!

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If your summer is slow, focus on marketing & sales for a competitive advantage; part 3 – spruce up your online presence

July 3rd, 2013

working-at-the-poolOK, we’re now three weeks into this series of working “on” your business during the summer slowdown that many of us face.  Based on my earlier posts, have you done some planning for the fall conference season?  Or spent any time improving your use of LinkedIn?  I hope so.

Here’s the suggestion for this week…

Summer tip #3: Spruce up your online presence

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