Marketing Advice

 

What can we learn from China?

What can we learn from China?

The U.S. is running about two weeks behind Italy in the progression of COVID-19 cases. If you’ve followed what’s happened in Italy, then you already know it’s going to get worse before it gets better. At the same time, we can also look at China. Less than two months...

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What is Your Why?

What is Your Why?

One of my favorite subjects when it comes to marketing is the WHY. I love how Simon Sinek puts it: “People don’t buy what you do. They buy why you do it.” WHY you do what you do is at the core of everything about your business, from what you offer to how you market...

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Your Prospects Don’t Know What To Do

Your Prospects Don’t Know What To Do

You’ve put Sales Navigator to work for you to build your audience on LinkedIn. You’re making great connections, producing great content, and sending more traffic to your website than ever before. But you just don’t seem to be converting as many of them as you should....

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Don’t Neglect Your Nurturing Campaign

Don’t Neglect Your Nurturing Campaign

You’ve been increasing your engagement on LinkedIn and then capturing those leads on your website to help build your email list. Now it’s time to turn those contacts into relationships, and there is no more powerful way to build relationships and qualify prospects...

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Don’t Ignore Your Prospects

Don’t Ignore Your Prospects

You’ve optimized your profile on LinkedIn and shared great insight-driven content. People have liked what you shared, gone to your website, and signed up for emails. Your sales team has also expanded your prospect list. You’ve built your audience and captured their...

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You’re Not Fully Leveraging Sales Navigator

You’re Not Fully Leveraging Sales Navigator

We all know that if you’re serious about building an audience on LinkedIn, It’s worth investing in Sales Navigator. You’ve optimized your profile on LinkedIn and are committed to using Sales Navigator for its robust search capabilities. But what features you utilize...

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Is Sales Navigator Worth It?

Is Sales Navigator Worth It?

In the B2B space, it seems like everybody has either tried Sales Navigator once or they’re considering trying it. Everyone’s first question to me when talking about building your audience on LinkedIn is always, “is it worth it for my business?” And my answer is always...

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Why Your Marketing Doesn’t Work

Why Your Marketing Doesn’t Work

I get a lot of questions from prospects & contacts about why their marketing strategy isn’t working. And my answer is always the same: consistency. Actually, the lack of it. The hardest part of executing a strategic marketing plan is consistency (it’s the #2 marketing...

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You’re Automating the Wrong Things

You’re Automating the Wrong Things

These days there is so much data that the problem isn’t knowing what kind of marketing to do. The hard part is being really good and consistent at it. You start off with the best intentions and then things happen and marketing starts to fall by the wayside. It’s the...

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The Value of Micro-Commitments

The Value of Micro-Commitments

You want people to buy your product or service. But there’s a problem. Asking for large commitments upfront (like people’s personal information or a meeting) can scare people off. So what can you do to build an audience of valuable prospects? Think SMALL. I’m talking...

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Capturing Emails

Capturing Emails

You’re doing everything right. You have the three pillars of marketing in place. Your website is mobile-first and responsive. You’re creating valuable insight-driven content, and you’re building an audience on LinkedIn. But the most undervalued asset in any business...

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Building Your Email List

Building Your Email List

Nothing is more valuable to your business than growing great qualified prospects. The value you get from building an audience of people you get to talk to over and over again is the most undervalued asset in every company. But what I see all the time is that most...

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Nobody Knows How Many People Read Your Emails

Nobody Knows How Many People Read Your Emails

I hear the same thing whenever I’m talking with a prospect about their email marketing. “We have a great open rate, but it doesn’t seem like our emails are driving much engagement.” The truth is that nobody knows how many people read your emails. Open rates are...

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Email is Dead. Long Live Email.

Email is Dead. Long Live Email.

I hear from prospects again and again that they don’t want to do email marketing. “Email is dead,” they say. They just want to do social media. And my response to that is, “Then you don’t really want to sell.” The way you solve the problem with the fact that we all...

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Finding the Right Keywords for Your Audience

Finding the Right Keywords for Your Audience

We all want to rank first on Google. The problem is that most small business websites haven’t been designed with a keyword plan in mind. It used to be that you could just stuff your site full of keywords. But the goal of Google today is to give their users the best...

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Creating Insight-Driven Content

Creating Insight-Driven Content

We’ve talked a lot about networking on LinkedIn and how to build engagement. Every step of the way, I’ve emphasized that providing key insight-driven content is key to creating and building engagement. Content strategy is a vital part of your marketing strategy. You...

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Increasing Your LinkedIn Engagement

Increasing Your LinkedIn Engagement

Let’s talk about growing engagement on LinkedIn. You’ve optimized your profile to target the professional audience you’re seeking and started building out a network of connections through the use of connection campaigns. Now that you’ve made the introduction, it’s...

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Be a Challenger Sales Manager

Be a Challenger Sales Manager

Challenger reps already spend a third of their time creating their own marketing materials. What they need is a sales manager who can provide significant thought to the reframing article/idea and marketing materials. Innovation is one of the most important skills for...

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Another Nail in the Coffin of Old School SEO

Another Nail in the Coffin of Old School SEO

For the last several years, Google has been in the midst of a huge sea change in search engine optimization (SEO) that completely changes how you should tackle content on your website. As I’ve written about before, old school SEO is dead. Google’s Bert is a new search...

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Anatomy of a Challenger Sale

Anatomy of a Challenger Sale

I approach every sales pitch as an opportunity. I don’t just want them to buy our product or service. I want to make that prospective client better off simply because they took the time to meet with us. To do that, we use the Challenger Approach to connect with our...

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