buyer personas

My Business Is Struggling...Help!

My Business Is Struggling...Help!

When you first open your business, you may be full of optimism. It may even be a smashing success for the first few months or even years. However, every company faces difficult times.

Today’s business world is extremely competitive. There are fewer barriers to entry, and it is easier for anyone to build a website or sell products online through marketplaces like Etsy or Amazon. In an ideal world, strategic planning and strong leadership could prevent a rough patch from happening. But, as a business owner, you may know firsthand that some factors are simply out of your control. The economy could take a turn for the worse or the market could shrink. It’s not a matter of “if” tough times happen, but “when”.

How To Target Your Customers Without Them Feeling Overly Targeted

How To Target Your Customers Without Them Feeling Overly Targeted

Customer targeting. Figuring out who your customers are and what the best way is to reach them. It is basically a marketing must these days.

Targeting has some mixed associations attached to it, though. The word “targeting” conjurs images of bullseyes and crosshairs – zeroing in like a sniper.

Establishing Your Target Audience and Making It Count

Establishing Your Target Audience and Making It Count

We’ve said it before, and we’ll say it again: attempting to market to everyone is essentially the same as marketing to no one at all. With a variety of products and services flooding the market—and with a market that is vastly more accessible to consumers than ever before—establishing a target demographic is necessary if a company hopes to remain competitive.

Using Marketing to Connect with Customers

Using Marketing to Connect with Customers

Marketing today is not like it was 20, 10, or even 5 years ago. A simple ad or TV commercial sending off a “go here – buy this” kind of message is going to fail to rise to the level of care and engagement that today’s customers expect and demand. 

Reaching customers has become less about showing them something that they want or need (or at least trying to convince them of that), and more about showing them that you know who they are, you care about what they are going through, and you are here to help.

Why Your Buyer Personas Are Wrong

Why Your Buyer Personas Are Wrong

Creating buyer personas has become fairly common and accepted practice amongst inbound marketers. And for good reason. When executed correctly, buyer personas can provide incredibly useful insight into the minds of your customers, and help you to make critical strategic decisions that affect both your relationship with your current customers as well as your ability to attract new ones.

Communicating Better With Customers

Communicating Better With Customers

Whether you’re putting out a marketing campaign, trying to grow your business, or simply launching your brand, communicating the right message to your customers can be tricky.

As business owners, we have such a deep understanding of what our company is and does. Set us up with a pitch deck or corner us in a bar, the result is the same – we can talk your ear off for hours about everything that is unique and wonderful about our company. The passion is unstoppable, and often times is contagious.

How To Run An Inbound Marketing Campaign

How To Run An Inbound Marketing Campaign

We’re big fans of inbound marketing here. But we understand that putting a campaign together can feel big and intimidating, especially if you are not used to the inbound way of doing things. 

Whether you are new to inbound marketing, or just like to double-check that you aren’t forgetting anything, here’s some of the elements we think are crucial in putting together an inbound marketing campaign...

Target Your Market using Buying Behaviors

Target Your Market using Buying Behaviors

When starting a new business or trying to grow your existing business, the sheer amount of people out there as “consumers” can be extremely overwhelming. How will you get your product or service out there? How do you stand out and get people to care about your product? The truth is, everyone is not your customer. Your company’s offering is not right for everyone and thinking that it is means doing yourself and your business a disservice.  Even if you offer a product or service that almost everyone uses, there are differentiators between your product and your competitor’s product that cause people to choose one or the other.

Identifying Your Buyer Personas and Marketing to Them

Identifying Your Buyer Personas and Marketing to Them

We all know that old saying, “the customer is always right,” but who is this customer? You might be thinking your customers are whoever is willing to throw money at you, and maybe that’s true in a sense. But do you really want to give just anybody “always right” status? Who you really want are the customers who are going to leave good reviews, tell their friends about you, come back for repeat business over and over and over again...