What is marketing? Marketing is a process by which entrepreneurs grow their business in pursuit of whatever freedom means to them, We take a look at why these people do it, what their freedoms look like, what creates purpose in an organisation and what marketing is really all about.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
The Balanced Rebrand: The Art & Science of Brand BuildingHotwire
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
The Balanced Rebrand: The Art & Science of Brand BuildingHotwire
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
MJ Business Concepts provides professional writing, marketing development, strategic analysis, leadership training, and other distinguished business services, finely tailored to suit your personal and professional enterprises.
The Ultimate Guide to Professional Development for Sales ProfessionalsThe Muse
Are you a salesperson who wants to be even better at your job? Or, just wondering what it takes to have a great career in the sales world?
Look no further.
The Muse asked some of the best sales professionals out their for their secrets to success, and brought it all together in one place. Flip through for their practical tips and resources for upping your career game.
For exciting job opportunities, expert advice, and a peek behind the scenes into fantastic companies and career path check out the http://www.themuse.com. Everything you need to find a job and kick ass in your career.
Strategy is central to the success of the business, yet most CEO and founders don't make time for structured discussions about strategy with their team. This post provides some guidelines and resources.
So you want to start a social enterprise?Pilotlight
As the funding climate for charities becomes increasingly challenging, many are seeing social enterprise as a way of diversifying their income streams to create a sustainable business model. However, with failure rates for new businesses in the private sector running at nearly 50% in the first five years, how can charities give their ideas the best chance of converting to ventures that deliver?
At Pilotlight we bring teams of business leaders, our Pilotlighters, together with charities and social businesses to give them the strategic support they need to become more efficient, effective and sustainable. We asked some of our Pilotlighters who have built their own businesses, to share the questions that they think every organisation should ask before starting a social enterprise. They’ve also provided the answers that we hope will help you think through and start to plan your new venture.
Q1: Why set up a new business?
Q2: Who are our customers and what are they looking for?
Q3: What do we want the business to look and feel like in a few years time?
Q4: Will we have the cash available to fund what we need, when we need it?
Q5: What might go wrong and how could we respond?
Q6: Do we have the capability to deliver the social enterprise effectively?
Q7: How do we build the right team to plan and launch it?
Q8: How will we build customer awareness and demand for our offering?
Q9: How do we make sure that our current employees and volunteers don't see the social enterprise as a threat to what they do or what the charity does?
Q10: How do we know if we’re making progress?
Q11: We have never attempted anything quite on this scale, how do we set ourselves up for success?
Q12: What kind of partnerships will help us succeed?
Other things to consider
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
The Balanced Rebrand: The Art & Science of Brand BuildingEastwick
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
We have written a guide that covers all the lessons we have learnt from starting our own agency and supporting other agencies on pricing and packaging their services, get it here.
This presentation is an overview to help people turn a business idea into a real business. It walks you through the questions you need to ask yourself if you're ready for entrepreneurship, if your business idea is a feasible one, what you need to do to market and brand it, and the sales effort you need to make it successful. The full Webinar series is an 8 week intensive workshop that dives into each area in depth so that the individual is ready to launch their business at the end of the workshop.
Top Pillars | Pitching Skills by Essam Nazzal Top Pillars
https://toppillars.com
What you will learn
you will learn how to develop a better presentation skill-set, focusing on body language, delivery, confidence and communication skills. we will help you improve your public speaking and pitching skills. The training includes effective presentation techniques to allow you to present professionally and with confidence.
Throughout the training, we will giving you lots of useful ideas, tips, and techniques along the way to keep enhancing and improving on your delivery.
Clarity Focus Action - for business with marketing departments of one.Shannon Eastman
Find customers, get results from marketing, get clarity, bring focus, take action to move your business from stuck and frustrated to deliberate and in momentum.
Trade shows won't help you achieve all of your marketing and business objectives. But they are an important milestone to getting there. A win on the trade show floor can reverberate throughout all your marketing efforts.
Here are seven tips to help your brand score points, win customers and be awesome:
1, Define your strategy for getting to the next level
2. Earn points by playing to win
3. Understand your arsenal and bring the right equipment
4. Know the rules
5. The game begins when you start playing
6. The game doesn't stop when the whistle blows
7. Refine your strategy to advance to the next level
The Future of the Internet 1 - Social & Search = Content Marketing (Feb 2013)Paul Tansey
How Content marketing is evolving from search and social media. Dated February 2013. Social media offers a huge array of opportunities. The blurring line between social media, search and its offspring Content Marketing.
The future of the Internet 2 - Evolution to the "Internet of things"Paul Tansey
This presentation is about the fast evolving world of the Internet, changing devices, technology adoption and evolution toward the Internet of things - with a bit of Google+ thrown in and the ultimate move to Google Now and wearable computing with joined up Google Apps...
MJ Business Concepts provides professional writing, marketing development, strategic analysis, leadership training, and other distinguished business services, finely tailored to suit your personal and professional enterprises.
The Ultimate Guide to Professional Development for Sales ProfessionalsThe Muse
Are you a salesperson who wants to be even better at your job? Or, just wondering what it takes to have a great career in the sales world?
Look no further.
The Muse asked some of the best sales professionals out their for their secrets to success, and brought it all together in one place. Flip through for their practical tips and resources for upping your career game.
For exciting job opportunities, expert advice, and a peek behind the scenes into fantastic companies and career path check out the http://www.themuse.com. Everything you need to find a job and kick ass in your career.
Strategy is central to the success of the business, yet most CEO and founders don't make time for structured discussions about strategy with their team. This post provides some guidelines and resources.
So you want to start a social enterprise?Pilotlight
As the funding climate for charities becomes increasingly challenging, many are seeing social enterprise as a way of diversifying their income streams to create a sustainable business model. However, with failure rates for new businesses in the private sector running at nearly 50% in the first five years, how can charities give their ideas the best chance of converting to ventures that deliver?
At Pilotlight we bring teams of business leaders, our Pilotlighters, together with charities and social businesses to give them the strategic support they need to become more efficient, effective and sustainable. We asked some of our Pilotlighters who have built their own businesses, to share the questions that they think every organisation should ask before starting a social enterprise. They’ve also provided the answers that we hope will help you think through and start to plan your new venture.
Q1: Why set up a new business?
Q2: Who are our customers and what are they looking for?
Q3: What do we want the business to look and feel like in a few years time?
Q4: Will we have the cash available to fund what we need, when we need it?
Q5: What might go wrong and how could we respond?
Q6: Do we have the capability to deliver the social enterprise effectively?
Q7: How do we build the right team to plan and launch it?
Q8: How will we build customer awareness and demand for our offering?
Q9: How do we make sure that our current employees and volunteers don't see the social enterprise as a threat to what they do or what the charity does?
Q10: How do we know if we’re making progress?
Q11: We have never attempted anything quite on this scale, how do we set ourselves up for success?
Q12: What kind of partnerships will help us succeed?
Other things to consider
How to properly brief your agency by JJ Nonis Hacking DigitalJude Jefferson Nonis
This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
The Balanced Rebrand: The Art & Science of Brand BuildingEastwick
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
We have written a guide that covers all the lessons we have learnt from starting our own agency and supporting other agencies on pricing and packaging their services, get it here.
This presentation is an overview to help people turn a business idea into a real business. It walks you through the questions you need to ask yourself if you're ready for entrepreneurship, if your business idea is a feasible one, what you need to do to market and brand it, and the sales effort you need to make it successful. The full Webinar series is an 8 week intensive workshop that dives into each area in depth so that the individual is ready to launch their business at the end of the workshop.
Top Pillars | Pitching Skills by Essam Nazzal Top Pillars
https://toppillars.com
What you will learn
you will learn how to develop a better presentation skill-set, focusing on body language, delivery, confidence and communication skills. we will help you improve your public speaking and pitching skills. The training includes effective presentation techniques to allow you to present professionally and with confidence.
Throughout the training, we will giving you lots of useful ideas, tips, and techniques along the way to keep enhancing and improving on your delivery.
Clarity Focus Action - for business with marketing departments of one.Shannon Eastman
Find customers, get results from marketing, get clarity, bring focus, take action to move your business from stuck and frustrated to deliberate and in momentum.
Trade shows won't help you achieve all of your marketing and business objectives. But they are an important milestone to getting there. A win on the trade show floor can reverberate throughout all your marketing efforts.
Here are seven tips to help your brand score points, win customers and be awesome:
1, Define your strategy for getting to the next level
2. Earn points by playing to win
3. Understand your arsenal and bring the right equipment
4. Know the rules
5. The game begins when you start playing
6. The game doesn't stop when the whistle blows
7. Refine your strategy to advance to the next level
The Future of the Internet 1 - Social & Search = Content Marketing (Feb 2013)Paul Tansey
How Content marketing is evolving from search and social media. Dated February 2013. Social media offers a huge array of opportunities. The blurring line between social media, search and its offspring Content Marketing.
The future of the Internet 2 - Evolution to the "Internet of things"Paul Tansey
This presentation is about the fast evolving world of the Internet, changing devices, technology adoption and evolution toward the Internet of things - with a bit of Google+ thrown in and the ultimate move to Google Now and wearable computing with joined up Google Apps...
Growth of internet in world as well as specifically in India.
A huge difference found between 90's condition of Internet and Today;s condition in world which is shortly describe in PPT.
People aren't what they seem. Using Market Research can help you figure out what really makes them tick.
Presented to the Hampton Roads Chapter of the American Marketing Association (www.HRAMA.org) by Frank C. Martin, III, CEO of Martin Research, Inc. and www.MartinFocus.com, November 2007
Aligning Your Brand Promise with Your Internal Audiences to Improve Employee ...Vignette
Workshop:
How To Align Your Brand Promise With Your Internal Audiences, Increase Growth, And Improve Consumer Satisfaction
Description:
Mike Lepis, Creative Director and Principal of Vignette recently led the following workshop for internal communications professionals. Connect your brand to your employees and work on a strategic campaign of your own. Vignette has successfully helped clients develop strategies, programs, and tools to overcome brand challenges and help companies develop long-term plans of success.
Mike led workshop attendees through the tools & techniques Vignette uses to align company brand promises with their internal audiences, including:
* Identify your audiences—what motivates them, how to do they consume internal content, and where are the key opportunities
* Produce engaging content that connects your brand message to your internal audiences
* Illustrate your brand values through elements of story, message, and design
* Create a plan to measure ROI around the challenging area of internal communications
Create a Team of Hungry Sales Hunters: A 5-Point Checklist to an Assertive Sa...Business Wise Inc.
Smart sales hunters and managers know how to create a positive sales culture at their business. The ones who leave culture to chance lose opportunities, sales, and employees. In this slideshow, you'll learn why culture is more important than strategy, how to assess the state of your business culture, and 5 steps you can take to create a positive biz-dev culture at your business.
We will share how to truly evaluate how well your company is marketing itself. When it comes down to actually evaluating PR initiatives, organizations aren't exactly sure. Marketing and PR is considered > intangible in terms of its ROI and associating an actual matrix to its value. Companies know that they need it but consider it a gray area when it comes to setting expectations for their in-house team as well as for their public relation agency, if they have one.
Here are just a few of the questions we will consider along with the importance of why we are considering them:
Is your company vision clearly mapped out for today and for future products and/or services as a context for all company communications?
Have you developed your company's key messages for each unique audience and defined competitive differentiators?
Are you utilizing a matrix to measure the overall success in communicating the company's key messages effectively?
Are you getting placements in at least 50% of relevant editorial opportunities? How do you know?
In producing third-party endorsements, customer testimonials, and success studies, how are you marketing them?
Are you actively seeking award opportunities? How many awards have you received so far this year?
Have you conducted a perception study to understand how your key constituents perceive your company?
We will provide a "How To" PR guide and explain the importance of measuring the results. PR performance measurement encompasses a measure of business value, of strategic alignment and of marketing efficiency. It can seem too abstract to fit easily into a concrete measurement like it does for sales but through our 10 plus years of PR experience, we definitely have seen the PR measurement matrix evolve. Our presentation will help organizations get a handle on setting PR expectations as well as how to successfully fulfill those expectations. We are excited to share with the group through our experience, industry research and customer stories on how organizations are able to evaluate what PR investments they should make along with how to measure their outcome and success.
Social Marketing describes the way we build business online and offline. View this practical marketing guide and business blueprint for lead generation.
In this session, you'll learn about:
• Defining a inbound marketing strategy to identify your current priorities
• Executing a plan to drive the lead and sales you need to reach your growth goals
• Evolving your strategy to develop healthy and scalable strategic planning habits
Originally presented as a webinar by Whole Brain Group CEO, Marisa Smith and HubSpot Director, Dan Tyre on October 30, 2013.
Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...faugserv
PI ( Your Personal AI ): Global mining Crypto currencies FREE on your mobile phone with awesome social capabilities.
Hey there, great to meet you. I’m Pi, your personal AI.
My goal is to be useful, friendly and fun. Ask me for advice, for answers, or let’s talk about whatever’s on your mind.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Fortschrittliches Ki unterstütztes Marketing über WhatsApp Digital - membersh...focsh890
Introduction to Topic One
In this section, the focus is on delving into the
intricate details surrounding Topic One. It is essential
to gain a comprehensive understanding of this topic to grasp Its significance fully. Here are key points to consider:
Definition of Topic One: Understanding the concept of Topic One Is fundamental as it forms the basis for further exploration.
Historical Background: Exploring the historical context of Topic One provides valuable insights into its evolution over time.
Significance and Relevance: Examining why Topic One Is important in its respective field sheds light on its relevance In current discussions
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
2. Hello, This is Me
Paul Tansey
Marketing Nerd with the
Big Chin
Intergage (Tasty
Marketing)
Fastgrowth Online
www.intergage.co.uk
www.fastgrowth-online.co.uk
3. Today’s Presentation
Is about entrepreneurship
Is about change
Is about marketing and growing your business
Is about asking yourself some questions
Is about deciding what to focus on
Is about taking action
4. Entrepreneurship
Is about the pursuit of freedom
Is about taking the more dangerous, less travelled road
Is about growing our businesses to achieve freedom
Is about mastering marketing
5. The 4 Freedoms
Freedom from having a boss / rules
Freedom to do pursue a passion / ideal / cause (Purpose)
Freedom from worrying about money (Money)
Freedom to spend our time how we wish (Time)
7. The World is Changing
Mind-blowing Technology Change is now Routine
Cultural Change is just as Evident
The Digital Divide
The Emergence of Global Tribes
8. What Works Now?
Being an Authority or Expert
Creation and Curation of content
Become more researchable
Empathy
Advocacy
Relationships
Caring
Openness and Transparency
Passion
10. “If you get into business
solely to make money,
you won’t. If you try to
make a real difference,
you’ll find success”
Richard Branson
11. A Quick Summary
Understanding the freedoms we pursue
Building the business that delivers these freedoms
Focus on building a trust with our tribe
Focus on why we are in business not what we do and how
we do it
Branson says its not about the money its about your
purpose and how you make a difference
How you think about and communicate your business can
transform it.
15. Question 1
Score your sense of Purpose, Mission, Vision & Values
Score 10 if:
You believe you have a truly compelling company Purpose, Mission,
Vision & Values
100% of your team understands your company Purpose, Mission,
Vision & Values
There is a real sense of belief in your mission in your business
Your team is excited
16. Let’s Talk Strategy
“ A plan of action designed to
achieve a long-term or overall
aim…”
18. Question 2
Score your Strategy & Research
Score 10 if:
You know where you want to be and by when
You have diagnosed the challenges you face and researched the
landscape you are operating in
You have established top level policies – the ways you will deal with the
challenges you face
You have defined a coherent and co-ordinated set of actions to carry
out the guiding policy
These co-ordinated actions are communicated and understood by your
team and you have clear, unambiguous focus
20. Question 3
Score your Market Segmentation
Score 10 if:
You have researched the size of the market
You have broken the market down into clear segments
You have decided which segment(s) you will address (in
which order) based on your specific strengths, available
resources or the lack of strong competition
22. Question 4
Score your Marketing Persona Development
Score 10 if:
You have written detailed profiles of the types of people you are
helping / selling to and you have a deep understanding of their
aspirations, problems, choices, decision making processes,
communication preferences, brands they associate with, tribes they
hang out in etc.
You have named these people, brought them to life and you evaluate
your offerings through their eyes
You have done this collaboratively and constantly add to your learning
about each
24. Question 5
Score your Differentiation & Value Proposition
Score 10 if:
You have looked at the market through the eyes of your customer
personas
You have evaluated your competition and their offerings through your
customer personas’ eyes
You have established your positioning & messages to appeal to specific
customer personas in a way that is exciting, different & memorable
You know why they will choose you, why they will repeat purchase and
why they will recommend you
25. Your Brand
“How your product or service connects with its audience both logically and emotionally”
26. Your Brand Can
Differentiate you from the crowd
Be Memorable
Be Associated with specific messages, sounds, colours and
emotions
Be the reason people pay more for a product or service
Have value in a balance sheet
Be the reason somebody buys your business
Be something that a Tribe forms around
27. Question 6
Score your Branding
Score 10 if:
You have created a memorable brand
and what it stands for and you have communicated this
internally as well as externally
You believe your brand speaks to your customers in a
meaningful way
You have published brand guidelines that encapsulate your
unique visual identity, tone of voice and use of colours,
fonts and messages
You enforce this brand across all the content you create
online and offline
29. Question 7
Score your Business Plan
Score 10 if:
You have a written plan that includes specific budgets to
achieve specific (SMART) goals
You have allocated specific responsibilities and resources to
specific people or teams for the delivery of this plan
You have a detailed financial plan to deal with your change
You have communicated this plan to your entire team
Your team understand what success looks like
31. Know Your Numbers
Cost of acquisition
Average first order value
Average annual value
Average lifetime value
How many new customers would you like?
32. 6 Ways to Grow
“Buy” More Customers
Have a referral program
Get your existing customers to buy more - Upsell, Cross-
sell & Put Your prices Up
Get your customers to buy more often – Plan campaigns
into your customer base
Allocate Account Resources Better
Retain customers for longer
34. Question 8
Score your Marketing Plan
Score 10 if:
You have a published marketing plan that is a minimum of 6-12
months ahead of today
Your plan details what channels you will use to talk to which
customer personas and what content you will create
Your plan details the tools you will need, who will do what and
when across multiple channels
You have allocated your budget across new business & existing
customer promotions
Responsibility for delivering the plan is clear
You have established expectations for return on investment
through clear Key Performance Indicators (KPIs)
36. Question 9
You have audited your internal ability to deliver your
plan
You have established what you need to outsource
You have shared your plan with your potential partners
You have selected based on your partners’ proven ability
to deliver what you need
You have collaborated with your partners and given
maximum visibility of what is required with clear and
unambiguous briefs
Score your Partner Selection
Score 10 if:
38. Stakeholder Engagement
How much performance and effort is discretionary?
How does your team react to change?
What staff turnover do you have?
How easy is it to recruit star talent?
What about absenteeism?
How do you measure staff engagement?
Do you have an employment brand?
39. Question 10
Score your Stakeholder Engagement
Score 10 if:
You regularly measure stakeholder engagement and people
love working with you, they feel valued and
Your team can tell me what your company purpose, vision,
mission and values are
They understand the organisational goals
They can apply the organisational values to their work
Your team is proud to work for your organisation
Relationships between leaders and their teams are great
41. Question 11
Score your Toolkit Creation
Score 10 if:
You have planned all the online and offline tools you will
need to deliver your marketing plan across multiple
channels (PR, Website, Blog, Social Media Presence, Video,
Infographics, Brochures, etc.)
You have reviewed all your existing collateral for
consistency and alignment with brand
You have budgeted for the tools you need to create and
collaborated with your chosen suppliers to specify them
You have ensured that you have the resource internally to
deliver these projects in a timely fashion
43. Question 12
Score your Staff Training
Score 10 if:
You have identified all the internal marketing skills you will
need to deliver your plan (Website Updates, Blogging, SEO,
Social Media, Copy Writing, Photography, Video Marketing
etc.)
You have ensured that those responsible have had (or you
have planned) the training required to achieve the
necessary competencies
45. Question 13
Score your Investment in Marketing
Score 10 if:
You see marketing as an investment, not a cost
You know exactly how much of your turnover / profit you
think it is appropriate to re-invest in marketing
You will ensure that the funds are available for the
marketing activities you have planned in the same way you
ensure salaries are paid
You know (through KPIs and history) what you expect back
from your investment
You mix new ideas with the tried and tested to see if you
can improve ROI
47. Question 14
Score your ROI Analysis
Score 10 if:
You know exactly what KPIs you are expecting from your
investment in marketing
You have systems in place to routinely analyse KPIs
You always know what is working and what isn’t
You adjust your plans periodically based on your analysis
50. Question 15
Score your Customer Surveys
Score 10 if:
You routinely survey 60% + of your customer base
You segment your customers when conducting a survey
You know why each customer chose you, chooses to stay
with you and recommends you
You know how satisfied / delighted they are with your
product or service and you maintain a benchmark score
You know exactly how your existing customers want you to
improve
52. Question 16
Score your Strategic Review
Score 10 if:
You review your marketing journey at least annually
You engage your stakeholders in the review
You engage some customers in the review
You engage credible 3rd parties in the review
53. Summary
Be Clear on your Personal Objectives and the Freedoms
you pursue
Be clear on the type of business you need to build to
achieve your freedoms
Build a business around “Why” not how or what you do
Take the Marketing Journey periodically
Identify the actions you need to take and identify the tools
and resources that will shortcut this process