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marketing monday

Blog, Marketing, Podcast

Marketing Monday: Don’t Forget Pre-Metrics

May 9, 2016 • By

I see it happen over and over to small business owners. They invest a significant amount of their marketing budget into a big initiative, like a billboard or a newspaper ad campaign. When I ask them if the ad worked, they say, “We’re not sure.” Maybe business bumped up a bit that quarter, or maybe it stayed level, but they lack the key metrics they need to tie an ad to a change in their business in any concrete way.

Blog, Marketing, Podcast

Marketing Monday: Market from Your Niche

May 2, 2016 • By

The idea of “finding your niche” is far from a new idea. Business owners learn early on to think about their competitive advantage, finding creative ways to set themselves apart from competitors so that they can capture a share of the market in a way that others cannot. In many ways, this idea has driven innovation over the last few centuries, and it’s inspired businesses to develop compelling solutions to evolving problems.

When it comes to marketing, however, many business owners leave the idea of staking claim to a unique niche behind. They develop their innovative product or service, and then they fight to get to potential customers using the same avenues and approaches as their competitors. This creates a marketing bottleneck: everyone is trying to get through the same door. In these cases, the established brands have the advantage. They have the budget, the expertise, and the reputation to succeed in these high-static scenarios.