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About Michele Steinmetz

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So far Michele Steinmetz has created 13 blog entries.

Brand Management: Protecting Your Most Valuable Asset

By |February 20th, 2015|

Now, this may be my financial background kicking in, but your brand is your company’s most valuable asset as it drives sales, increases revenue and has a huge impact on your bottom line. Like a magnet, your brand attracts customers, followers, fans and even employees. And unlike depreciating assets such as computers or printers, when managed and executed properly, your brand value will (and should) appreciate over time. Essentially, your brand is the derivative of success.

However, branding has been unfairly labeled as that “creative marketing thing,” limiting it to just visual and contextual representations of your company. In reality, branding is much more than your logo and tagline and should be taken seriously. Effective branding improves the visibility and reputation for a product, service or company. Everything you do (and don’t do) and every aspect within your organization ranging from an individual to your company culture to your product affects how your brand is received. And then ultimately perceived.

But don’t forget that just like depreciating assets, your brand needs to be maintained and given the proper care, love and attention it so deserves. Let’s examine what I mean by that.
Get Back to The Basics

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Brand Identity: Defining Your Archetype

By |October 23rd, 2014|

Archetype:
noun: a collectively inherited unconscious idea, pattern of thought, image, universally present in individual psyches; a model or first form; prototype.
As defined above, the term “archetype” originates from ancient Greek meaning “original or old” […]

Web Analytics: Back to Basics

By |May 15th, 2014|

In today’s digital age, human behavior can now be quantified into numbers and data to both predict and control future behavior. But, what the heck exactly is this ominous, yet ever-present “data” concept that has […]

Your 1-Minute Website Health Checklist

By |April 23rd, 2014|

A routine website health check-up is essential.
Once your site is launched, the bigger job still lies ahead to keep it updated and maintained. Websites must continually evolve to meet the increasing demands of your target […]

Internal Branding: The Value of Human Capital & How to Attract The Right People

By |March 21st, 2014|

Your internal branding is essential in attracting—and retaining—the right employees, decreasing turnover and training costs and increasing your competitive advantage. It should reflect your company’s values, culture, and unique differentiators—all contributing to a clear picture of what it is like to work for your organization. But most importantly, your internal brand message needs to be targeted to capture the right fit and repel the wrong fit.
“Your internal brand needs to be targeted to capture the right talent and repel the wrong fit.”
(Tweet This!)
The Value of Company Culture
Company culture is an essential element of your brand and can be described as the core values and shared principles of employees or stakeholders within the company. Additionally, it drives key decisions and sets the attitude and mindset among employees. Studies show that companies with a culture that is aligned to their business goals outperform their competitors. But, why?
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Market Research & Segmentation: Developing Your Brand Position

By |February 13th, 2014|

When it comes to branding and positioning, don’t jump in cold with your blinders on.
We all know that saying about assuming, right? Well, it’s true. Unless you are just starting out in your business, don’t make assumptions about your customer’s preferences, tastes, habits, needs, wants, fears or concerns. Get real hard data and take the time to ask the right questions and test your hypotheses so you can make informed decisions. Ultimately, this data will help you develop your brand position to increase sales and conversion rates. Don’t get caught up in increasing traffic if it’s not the right traffic—quality over quantity, always.
“Get real hard data and take the time to ask the right questions.”
So, where do you start? The basics, of course! Conduct market research in order to gain valuable insight into the mind of your target audience. Remember, your goal is to be relevant because that is what will drive conversions. If you can identify with your audience and truly understand what they want and what matters most to them, then you will be able to position your business as the obvious solution. Thus, effectively engaging with them.
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Your 2014 Marketing Resolutions for the New Year

By |January 2nd, 2014|

Cheers to a new year, a new beginning, and new marketing goals for 2014.
‘Tis the season for reflection of 2013 and the time to write down your vows of what you’re going to stop doing and do better for the new year. I’ve rounded up 4 easy-to-implement goals to make this year the best one yet.
1. Leverage More Video Content

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The Value of Your Clients: Transforming Your Clients Into Brand Ambassadors

By |November 29th, 2013|

In my last blog post, I discussed the topic of creating remarkable customer experiences to engage and retain your customers, so now I want to show you how to turn your current customers into your brand ambassadors to generate revenue and save costs. But first, let’s get back to the basics as I re-introduce and illuminate the hidden value of your clients, which I think is often neglected or forgotten.
“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.”
—Mahatma Gandhi
If you don’t have a big marketing budget or if you don’t have a dedicated team, it can be expensive and time consuming to consistently execute the strategies on your marketing plan (Don’t have a marketing plan? Download our marketing calendar to kickstart your marketing initiatives for 2014). In reality, the cost of acquiring new customers is five to ten times the cost of retaining an existing one and the average repeat customer spends more than a new customer. So why not spend more time trying to deliver great customer experiences?
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From CRM to CXM Initiatives: Driving Your Sales Process & Increasing Customer Engagement

By |October 29th, 2013|

Are you maximizing the potential of your CRM? Or do you feel like you’re not getting the return on investment you expected? Well, you only get as much as you put into it, so you must communicate with your CRM. Remember, you can’t expect your CRM to fix your bad habits. Your CRM will ask you the right questions and give you prompts to nail down your sales process, but first you must teach it what data you’d like it to track, what actions you want automated and the frequency of each.

Map Out Your Sales Initiative
A sound plan starts with integrating your CRM initiatives with your business goals and objectives. Before you get started, you must define what it is you’e trying to achieve with your CRM. What is the goal? Increasing customer retention, productivity, revenue, average sale size, etc.? Defining your goals and outlining appropriate strategies and tactics to support your goals will help you define what measures and metrics to put into place to track progress.
A goal is a dream with a deadline. —Napoleon Hill
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The Email Marketing Quality Control Checklist

By |October 10th, 2013|

The Dos and Don’ts and What to Look For
An email seems simple enough, but I’ve quality controlled hundreds of email marketing campaigns and I’ve yet to review a perfect first draft; which is why I developed an email marketing quality control checklist. I don’t know about you, but that looming “send now” button launching it to your list of 5,000 subscribers gives me anxiety. Reviewing emails is like a game of hide and seek for finding all the inconsistencies and mistakes. Trust me. They’re there. And once you press that send button, it’s done and there’s no going back … kind of like a permanent tattoo.
Reviewing emails is like a game of hide and seek for finding all the inconsistencies and mistakes. (Tweet this!)
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