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Marketing can be expensive. It doesn't have to be, but sometimes you will spend more than you should. Usually you'll realise this…
In discussions with clients and business associates, and during my work as a tutor with university students, I am often surprised at the lack of understanding of how ubiquitous the marketing function is within an organisation.
Lights...camera...ACTION. That's what often happens when people think of using media for advertising or other promotional purposes. It's the focus on 'action' that often means the results are somewhat less than expected. A bit of planning can greatly improve your chances of success.
Nurturing your customers and helping them to develop into better people (who use more of what you sell) is often like raising children - but without the teenage worries! Customers need help to know how best to use your products and services. Look out for their needs and you will be rewarded in multiples.
Selling. Cold calls, introductions, interviews, appointments, proposals, referrals, call cycles, building rapport, listening, asking for the order, overcoming objections, closing the sale, and rejection. There's a lot to know about the business of selling. No wonder many people are a bit overwhelmed when they are asked to do it.
The shift in how search engines treat keywords is significant. They tend to ignore the keyword meta tag and rather look for keywords in the actual page content. This means that you need to figure out your keywords before you write any content. Then, you include them throughout your content, particularly in headings and summaries.
