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It’s time for a reset — we need to change the game of business
Jack Stack Business Management, Services & Risk ManagementMillions of Americans are out of work as a result of the pandemic. It’s not their fault. A growing number of small business owners have been forced to close their shops through no fault of their own. The combination of the virus, the ongoing social outcries, protectionism, and trade wars have rocked our great entrepreneurial nation’s very foundation. These shockwaves aren’t expected to subside anytime soon. Now is our opportunity for a reset — we need to change the game.
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The right marketing strategies for keeping new customers your brand has…
Lisa Mulcahy MarketingYour brand may have picked up some new audience segments during the COVID-19 crisis. Now is the perfect time for you to convince those new consumers that your brand has the features they want for the long term — do it effectively and you can hang on to your "COVID customers" for good. Focus on the following five key areas to impress your new audience now and preserve their loyalty as the pandemic continues — and beyond.
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Infographic: The power of mobile messaging
Maggie Kimberl Business Management, Services & Risk ManagementEvery year, companies invest millions of dollars to better understand and serve their customers. All that investment either succeeds or fails at the moment they interact with a customer. Each interaction is a moment of truth. Mobile communications are growing rapidly, and mobile interactions are becoming the most effective means of real-time interactive communication to deliver that moment of truth. Customers are now dictating where and how businesses communicate with them and not the other way around.
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5 ways for B2B companies to reach customers during COVID-19
Jess Dixon MarketingThe COVID-19 pandemic continues to have an enormous impact on the ways we live and work. For business owners and marketers, it might have meant a dip in revenue or challenges in finding new leads and customers. However, every challenge is also an opportunity. The pandemic doesn’t have to spell disaster for your B2B company. Read on to learn how to continue connecting with new customers in these difficult times.
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The hazards of a lifetime warranty: Whose lifetime are we talking about?
Anne Rose RetailBeware of stamping "lifetime warranty" on your products without considering all the ramifications. It’s a well-intentioned move, perhaps. But it’s also primed for fraud and abuse. You might offer that logo as a proud symbol of your product’s quality — that it can withstand a lifetime of use and, therefore, is worthy of your purchase. Some customers, however, interpret that logo as not worthy of their investment in care or respect because, "No big deal if I break it; I’ll just get a free replacement."
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Retailer survival: 4 actions to take ASAP
Gail Short RetailThe coronavirus pandemic forced governments around the United States and abroad to temporarily close down their economies to contain the virus, resulting in jobs losses and disruptions to global supply chains. Because of the pandemic, many U.S. retailers had to shut down their brick-and-mortar stores temporarily while other stores that sold products deemed as "essential" remained open. Since reopening, some retailers have struggled financially. Some even filed for bankruptcy this year. But others saw their sales soar.
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You’ve closed the deal. Now what?
Terri Williams Business Management, Services & Risk ManagementNegotiating is a valuable skill in any industry or role. However, one thing that separates good negotiators from great negotiators is that the latter understand that closing the deal isn't the end of the process. As the world becomes more interconnected, it’s increasingly more important to comprehend the various nuances involved in international negotiations. According to Eliane Karsaklian, author of "The After Deal: What Happens After You Close a Deal?" the success of a negotiation depends on understanding that the negotiation process is not over when a deal is signed.
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5 key factors in e-commerce to adapt your digital marketing strategy to…
Lisa Mulcahy MarketingThroughout the COVID-19 pandemic, your marketing strategies for your brand have likely boiled down to two essential goals: stay alive and be profitable. Now it's time to start shifting the nuance of your approach a bit. In order to thrive and increase your brand's profits as your customers accept their "new normal," you need to read some tea leaves. Specifically, you need to understand how to navigate five crucial e-commerce conditions that will determine how well your messaging reaches your audience.
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How to use LinkedIn more effectively for actual connections
Linda Popky Business Management, Services & Risk ManagementI was an early LinkedIn adopter, and over the years I’ve accepted most requests to connect that seemed legitimate. However, in the last year, I’ve noticed more and more connection requests that seem to be nothing more than a thinly veiled pitch to sell me something. Some people don't take no for an answer. How do you avoid this trap when you send out connection invitations? Here are a few things to consider.
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Intent-driven content: A fresh marketing strategy to boost your brand
Lisa Mulcahy MarketingWhen it comes to analyzing what your customers want during the COVID-19 crisis, your brand has most likely had to do quite a bit of scrambling. But a new marketing approach can give you the perfect bird's-eye view of what your existing (and potential) audiences need. Intent-driven content marketing is a strategy where you determine what granular information a customer is intending to gain when using a search engine and then tailoring your brand content to meet those detailed needs.
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