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Library - Marketing

While our books and podcasts go into the legal, logistical, and tax considerations of running a small business, we realize that some people like to explore the subjects of small business from a more expansive point of view. That's why we have created the Library.  For those who like to delve into all the nuances of running a small business.

  • Blogging Can Increase Your Business Exposure

    Blogging can help to increase exposure to your target client base and demonstrate that you are an expert in your industry - if you do it correctly. Statistics show that 47% of buyers view 3 to 5 articles on a site before engaging with a sales rep. Your task is to get them reading those articles on your site, instead of your competitors. Follow are five ways that blogging can help get those people to your site.

  • Dealing With Negative Remarks on Social Media

    Social media is not always an ideal marketing tool. When you give customers a platform for discussing your brand, there’s always risk associated with it. This risk involves the publishing of negative backlash, bad reviews and damaging comments - available for anyone with an Internet connection to see.

    While you can’t completely avoid negative comments on social media, you can establish a plan for responding to it in a professional and responsible manner that reflects well on your brand. Here are a few helpful tips and techniques:

  • Direct Mail is Making a Comeback

    It seems that email marketing, social media marketing and online marketing are grabbing most of the attention in recent years.  Many people think direct mail marketing is an outdated concept. Not so fast - Direct mail is enjoying something of a renaissance thanks in part to (surprise!) young consumers. Here's what you need to know to make direct mail work for you.

  • Does Your Email Marketing Comply With the Law?

    from – SBA.gov – by Caron Beesley

    Do you use or are you thinking of using email to connect with your prospects and customers?

    If so, then the payoffs can be fruitful. For every $1 spent on email marketing in 2011, the estimated return on investment was an astonishing $44.25 (source: Pingdom).

    But did you know that every email you send to your customers, whether it’s your monthly e-newsletter or a one-to-one email sent to promote your products or services, must comply with the law? Here’s what you need to know:

  • Effective Business Signage

    What's the first thing that prospective customers see when they approach your business? Your signage tells them where you are, draws their attention and attracts them into your business (or possibly drives them away). Summing up your business brand for the world to see, your business signage creates that all-important first impression. How can you ensure it's a good one? Whether you're developing signage for a new business, or updating signage for an existing business, here are some things to consider.
     

  • Five Mistakes Email Marketers Make

    When technology advances, so do email marketing best practices, yet some marketers tend to ignore them and keep doing the same thing they've always done.

    While getting an email campaign up and running in the first place can be rather simple - finding a provider, creating a list and sending messages - the hard part is continuously putting in work to manage, refine and improve campaigns moving forward.

  • Five Ways to Target the Right Customers

    What is a business without customers? The most important step in business planning is finding out who your customers are, what their needs are, and why they want to buy from you. Is the market right for you? Are you targeting the right customers? Do they identify with your value proposition and your brand promise? If you don't know the answers to these questions you may want to revisit the planning stage.

    1) Be clear about whom you are and your unique value proposition

  • Five Ways to Target the Right Customers

    What is a business without customers? The most important step in business planning is finding out who your customers are, what their needs are, and why they want to buy from you. Is the market right for you? Are you targeting the right customers? Do they identify with your value proposition and your brand promise? If you don't know the answers to these questions you may want to revisit the planning stage.

    1) Be clear about whom you are and your unique value proposition