Where the Rubber Meets the Road: Get Going with your CRM Analytics

By |March 5th, 2016|

There is something reassuring about having accurate information. Even when it merely reinforces what you already thought you knew. Even, more surprisingly, when it overturns what you thought you knew. Because, now you really do know. Now, you can decide what significance to attribute to certain factors. Now, you can stop pouring 80% of your energy into 20% of your gains and focus on the big prizes: “Targeting the best potential customer with the optimal message in the most cost effective medium at the ideal time.” —Analytics – Wikipedia

You’ve selected the most appropriate CRM for your organization, got things up and running, all your most valuable sources of information integrated and people developing good habits. Now it’s time to start mining all that data. Ugh! Sounds so labor intensive.

But this is the prize. This is why you needed the toy with the big wheels. As I pointed out in our first post in this CRM series, if you don’t use the analytics functions – reports, dashboards, and so on – you are simply creating an enormous address book.
So, where to start?

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Brand Identity: Defining Your Archetype

By |October 23rd, 2014|

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” […]

Get Your Story Told

By |October 8th, 2014|

I have a confession.
Even though I’m “in” marketing. And even though some of my proverbially best friends are in PR. And even though my ex’s sister, who has been a practising journalist for two decades, […]

Connect and Inspire Action with The Power of Storytelling

By |May 22nd, 2014|

Storytelling is a long-established tradition for humans.
It’s a medium that our ancestors used to pass down truths, myths and cultural traditions through generations. It timelessly stands as a powerful tool to engage your customers on […]

Love Thy Clients: How to Increase Your Client Retention

By |March 13th, 2014|

Did you know that a 5% increase in your customer retention can increase your profitability up to 125%?
Many businesses focus all their marketing efforts on attracting new clients, however, statistics show that getting new business costs 6-7 times more than keeping your existing clients happy. Incorporating strategies for repeat business and referrals can seriously impact your profit margins. Particularly now that reputation is firmly in the hands of the consumer, whose power to strengthen or undermine your brand with online reviews and recommendations has increased exponentially.

The first 100 days of onboarding a client is critical. If you can keep your new client for 100 days then, as Joey Coleman demonstrates, you will likely have a customer for life and potentially a new ambassador for your business. So before you concentrate too hard on how to get all these new clients it is well worth making some critical decisions about what you are going to do with the ones who have already signed up. Let’s talk about the nitty gritty details of how to keep your clients. Giving them a reason to come back again and again must be a key part of a successful brand strategy.

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.

Get Unstuck: Quick Solutions to Get You Back to Making Progress

By |February 6th, 2014|

We’ve all been here… right? Time has been ticking ever closer to the deadline and between that pressure and those ever present distractions… you find yourself absolutely stuck. I’m writing this blog post because it’s happened to me – more than I’d like to count – and I’d like to share some of the tricks I’ve found to help unstick me from my creative-problem solving – situation.
Step One: Stop whatever you’re doing.


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The Recipe To a Better Brand Strategy

By |January 23rd, 2014|

“A salad is only as good as the quality of its ingredients.”
– Jamie Oliver

Your brand is more than just an awesome logo—although important—your brand goes beyond just what’s on the surface. Your band is the […]

Make your Email Marketing Campaign Even Better

By |January 9th, 2014|

You’ve already invested time to build your lists, segmented them for the greatest impact and tested for the best results, but you have the nagging feeling that your email marketing campaigns could be performing even better. Haven’t done that yet? Check out my last blog post. I have three easy-to-implement tips to make your next email marketing campaign your best one yet.
One: Look at Your Subject Line.


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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