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The Competitive Advantage

tag: process

January 3, 2017

Blogging in 2017? What do I write about?

blogA few weeks ago, I had a conference call with several contacts at one of my clients about Content Marketing in 2017… and specifically, about blogging.

The have committed to blogging a couple of times every month. Great! They understand the value of blogging in helping to position their firm as Subject Matter Experts, for building awareness and for helping with SEO. But every one of them had the same question…

“What do I write about?”

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April 12, 2016

LITTLE things can make a BIG difference in marketing

steelThe value of A/B Testing

A true story… Down the hall from our office is the sales & marketing office for a construction company that specializes in steel buildings. I’ve gotten to be friends with the heads of sales there.

He was telling me about a new video he recently placed on his website’s home page. He had hired a professional spokesperson, written a friendly script and produced a very nice little welcome video. Immediately, site activity dropped and bounce rates jumped. Huh?!

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March 29, 2016

Not doing Client Satisfaction surveys for yourself? Whuuuuut?!

survey28 Tips for Building Better Services with Surveys

In the perfect personification of ‘the cobbler’s’ children having no shoes,’ I am amazed at how many market research firms – that conduct studies for clients across the U.S. and around the world – don’t conduct any for themselves.

And the oddest one of those is the huge percentage of firms that don’t conduct a client satisfaction survey after each project. Why is that?

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June 25, 2014

Great business quotes #4 – on measurement.

measure1If you’ve read any of our previous content, then you know we believe that marketing is a process… and part of that process is the commitment to measure each step along the way.

It’s this philosophy that leads to the 4th great business saying in our series…

What gets measured gets done.

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February 5, 2014

Marketing’s Dirty Little Secret… It’s Not an Exact Science!

345935446_It_Depends_answer_3_xlargeHere are the kinds of questions I regularly hear from my clients…

  • “What email open rate should I expect?”
  • “How many downloads will my new white paper get?”
  • “What’s the average bid conversion rate?”
  • “What are the ‘right’ steps for the lead nurturing process?”

The correct answer for all of the above is… “It depends!”  Sorry… wish I had a better answer.

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September 17, 2013

Get ready to exhibit this fall… part 3 of a 3-part series

writing_a_letterTwenty years ago, before I started in into the MR industry, I worked in the conference and trade show industry.  Back then, one of the industry’s key associations – the Center for Exhibition Industry Research (ceir.org) – reported that only 20% of all leads generated at an exhibition were ever followed-up on.  Today, with all of the new tools and technology available to exhibitors, that number is still 20%!

Stated another way, 80% of everyone who gives up their time to come into your booth this Fall (at TMRE, CASRO, ESOMAR, QRCA, etc.) will not hear from you afterward!  That’s not just bad business… it’s downright stupid!

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July 30, 2013

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

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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July 16, 2013

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

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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