If you know the right accounts to target and have identified commonalities in the people that hold the power to choose your company over your competitors, you can start thinking about how to reach prospective buyers. We say “thinking about” because you’re still in the strategy phase. There’s still research and planning that must be done before you start taking action and launching your marketing tactics. Your next task is to do buyer’s journey mapping. The Buyer’s Journey Mapping Process Buyer’s journey mapping documents each persona’s journey through the three stages of the purchase decision process: Awareness – The prospect [...]
It’s inevitable that every business will eventually face challenges associated with growth and decline. Most fail to maximize potential, sustain growth or turnaround a decline because their business model is either not understood, relevant or sustainable. Building a business or marketing plan without a solid business model is foolish. It’s like building a house without a solid foundation — it may be fine in the short term, but it can quickly crumble. This article will provide some tips and insight for effective business model development. Better Business Model Development A solid business model is built on critical foundational pillars that [...]
Many people oversimplify what a brand is, but as the photo accompanying this post indicates, there are several elements that make up a brand. It’s not just a logo or color scheme. It’s a collective promise that lets customers know what they can expect when interacting with a company. A strong brand isn’t built solely on great graphic design or reliable customer service. The best brands are strong in all areas. For this reason, brand development is an essential activity to help you stand out and excel in the marketplace. Opportunities & Reasons to Develop a Brand Brand development isn’t [...]
In one of our recent posts, we detailed how to Find More Customers Like Your Best Customers. If you haven’t read it yet, do it now, because it ties into this post. Once you know which markets make the most sense for you to target, you need to learn more about them. The more you can learn about your targets — the challenges they face, their buying trends, the opportunities that are available, etc. — the better you’ll be able to craft your sales and marketing strategies to appeal to them. One way to learn about your target audience is [...]
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