Guerilla Sales & Marketing by Lori Turner-Wilson en-us Geofencing is gaining ground By Cameron Elliott While marketers anticipate that eCommerce will continue to push retail boundaries throughout 2018, mobile commerce is a large factor in that boundary movement, widely due to advanced interest in geofencing. True to its name, geofencing is the establishment of a hyper-targeted location (imagine a virtual wall) that allows businesses to target marketing messages to consumers that cross that virtual wall (e.g., as attendees are entering a trade show or competitor business).... Sat, 07 Apr 2018 00:17:23 -0500 Aggressively grow email subscribers One of the most cost-effective strategies for driving web traffic and generating online leads is email marketing. Unfortunately, most small and mid-sized companies have an email database filled mostly of current clients, business partners and other friends of the firm. To put a fire under your email marketing and dramatically boost results, follow these five steps for growing your email database. Begin your email acquisition efforts by creating a reason to entice potential subscribers to turn... Tue, 03 Apr 2018 00:49:19 -0500 2018 eCommerce trends By Emily Cupples If 2017 taught us anything, it’s that eCommerce is much more than transactions made from a desktop computer or mobile device. Whether you’re in a B2B or B2C market, eCommerce remains a critical sales tool with a wide influential reach – estimated to impact over 50 percent of in-store purchases, while online sales are thought to see an annual increase of 15 percent for each of the next four years. As the first quarter of 2018 nears its end, we thought it important to bring... Fri, 23 Mar 2018 04:55:19 -0500 4 ways to avoid a stall-out By Catherine (Kitty) Taylor In due time, every organization faces a potential stall-out in their proactive marketing efforts, whether due to uncertainty about the future or change. Often, the first inclination is to stop outward communication until the leadership team becomes more confident in the future. Good news: Ceasing or slowing marketing and sales efforts doesn’t have to be the only answer. There are ways to continue to nurture public personas even when, internally, uncertainty is... Sat, 17 Mar 2018 00:49:02 -0500 Is Facebook still relevant? By Emily Cupples Expected to lose nearly 2 million users under the age of 25 in 2018 to growing social platform, SnapChat, many are wondering whether Facebook will remain a prominent business partner beyond 2018. Interestingly, Snapchat, a photo-sharing platform, has established itself as a lucrative business partner for building strong consumer connections that grow e-commerce. In fact, you may have recently heard of Snapchat's latest update; a controversial algorithm said to personalize... Sat, 10 Mar 2018 00:53:17 -0600 Does your PPC measure up? By Cameron Elliott For many reasons, 2017 proved to be an important year for all things data, and while the user interfaces for designing a pay-per-click (PPC) campaign may have changed little over the last year, the metrics behind such campaigns have increased notably. Already an easily obscure area of marketing, understanding what to do with all that new PPC data is a challenge while attempting to understand whether or not a PPC campaign is inherently successful. Fortunately, three metrics... Sat, 03 Mar 2018 01:57:06 -0600 Three customer surveys that matter right now A routine misstep in marketing campaigns is to neglect your customers and what they need, want and value. Most of us want to believe we understand our customers’ decision drivers. But a 2015 B2C study by IBM and Econsultancy found the reality check in these survey findings: 81 percent of consumer companies believe they’ve achieved a holistic view of their customer; only 22 percent of consumers think they’re actually understood by the companies selling to them. What’s more, in the year prior... Sat, 24 Feb 2018 02:08:12 -0600 Marketing that connects Many businesses use socially and civically conscious marketing to both demonstrate their commitment to causes and connect with consumers who share similar interests. This form of marketing often involves participation in commemoration campaigns for specific, historically significant moments. Commemorations offer a chance for people to publicly come together to honor the accomplishments and sacrifices by those who came before us and to take stock of modern-day opportunities to continue to... Sat, 17 Feb 2018 01:04:30 -0600 Mystery surrounds Super Bowl ads In another record-breaking year, with ad costs exceeding $5 million per 30-second spot, big brands are, once again, putting it all on the line. Some will score big and others will be answering to their boards about their multi-million dollar blunders. Super Bowl ad sales were slower than in prior years with contributing factors including the protest-related decline in NFL viewership combined with the competing PyeongChang Winter Olympic advertising opportunities that begin just a few days... Sat, 03 Feb 2018 01:52:36 -0600 Top 10 2018 marketing trends: Part 2 Editor's Note: This is the second in a two-part series. As a small or mid-sized company CEO, time is likely not a luxury with which you're familiar. Staying abreast of evolving marketing technology can seem impossible in light of all of your competing priorities. That's why this year's top 10 marketing trends for the new year are tailor-made for companies of your size -- strategies which can be practically applied in 2018 on a small to mid-sized company budget. Predictive Lead Scoring:... Sat, 27 Jan 2018 01:51:54 -0600 Top 10 2018 marketing trends Editor's Note: This is the first in a two-part series. The field of marketing is evolving at an unprecedented rate. If you simply don't have the time to dig in -- which is reality for many a small and mid-sized company CEO with limited internal marketing resources -- it can feel like a runaway train. That's why this year's top 10 marketing trends for the new year are tailor-made for companies of just that size. Sure, artificial intelligence, chatbots and virtual reality will no doubt... Sat, 20 Jan 2018 01:44:21 -0600 One stop, one start in the new year The start of a new year is a time of both reflection and motivation. Many of us develop a goal list for the upcoming year and those goals often have “stops” and “starts” associated with them. At the start of this new year, I’d like to offer one stop and one start for marketing and sales teams. First, the stop. Stop thinking that your marketing and sales pitches should be about you. They shouldn’t, and here’s why: “Breaking through” and being relevant is hard in today’s environment. There’s... Fri, 12 Jan 2018 14:54:39 -0600 Trim the fat from communications Leslie Graff While we all try to start the year healthier by substituting celery for cookies, it’s also time to make your internal communications a little leaner with a New Year’s reboot.ot to sabotage your new diet with a food analogy, but you might say “internal communications” is a smorgasbord of information for your employees, channels for reaching them and company goals to reinforce. It’s easy to let this hefty buffet of messaging weigh you down. In any plan to get healthy, you have... Sat, 06 Jan 2018 01:23:08 -0600 Make these sales resolutions Change is hard for most people, but only through change can we grow. The New Year is the perfect time to take a hard look at what worked in your sales approach and what didn’t deliver for you in 2017, to break ineffective sales habits, and to resolve to adjust your approach. Consider these four resolutions for 2018 to ensure you start the year ahead of the pack. While seemingly fundamental on the surface, mastering these sales skills will transform your sales performance. • Stop winging it.... Fri, 29 Dec 2017 23:59:11 -0600 Is your expertise coming through? Inc. magazine columnist Joseph Gulfo said it best: “Expert. This is one of the most overused words you’ll ever hear.” At the heart of that overuse are people in my profession – marketing and PR – who need to do right by their employer, idea or client and capture marketplace awareness. Yet, today, with pervasive access to user-generated content by people who aren’t on a corporate script and may challenge your claim, “expert” is a meaningless word until backed up by evidence. When... Sat, 23 Dec 2017 01:37:58 -0600 5 deadly sales call pitfalls Good old-fashioned sales calls are making a reprisal given how few salespeople are leveraging them anymore. With digital communication now serving as the preferred form of initial outreach to new prospects, there is a sizable opportunity for sales reps skilled at making a truly skillful sales call. The resurgence of this timeworn sales technique is like the opportunity that now exists in the direct mail space, given how dependent brands have become on email and social communication. When you... Sat, 16 Dec 2017 01:54:27 -0600 Does your brand evoke emotion? The essence of a brand isn’t so much about rationale arguments; instead, it’s how it makes the market feel emotionally. So believed the late Steve Jobs. “Nike sells a commodity, they sell shoes. And yet when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don't ever talk about the product... What's Nike do in their advertising? They honor great athletes and… great athletics. That is what they are... Sat, 02 Dec 2017 01:53:46 -0600 Three C’s to building a powerful team Many business owners and executives want to be surrounded by empowered and motivated employees who join them in seeking new heights for their companies. But are they creating the right environment for that world to exist inside their companies? To achieve those great new heights, think about a recipe of courage, curiosity, and culture. One or two of these ingredients alone in your team could be fine. The three of them fused together is pure power. Look out, competition. Let’s break... Sat, 25 Nov 2017 00:59:10 -0600 Capturing consumer attention By Leslie Graff Marketing Strategist at RedRover Sales & Marketing How much time do people spend with your marketing materials? For years we’ve been telling you to make your marketing content shorter. After all, the human attention span is 8 eight seconds. That’s 1 one second shorter than your average goldfish. But what if you could get your customers to spend 30 minutes with you, maybe even share your materials with their colleagues over lunch? According to the Content... Sat, 18 Nov 2017 01:06:28 -0600 The power of no When your business is young, you naturally welcome every new customer with open arms in an effort to generate cash flow and get on your feet. Too many business owners have trouble breaking that pattern, however, even after their business is more established, with the “say yes to everything” mentality trickling down to the front-line sales team. This can ultimately be a death sentence to a business. What if you could tell a prospective customer “no” and actually earn... Sat, 11 Nov 2017 01:09:03 -0600