Category Archives: Business Growth and Change

What Does My Brochure Have to do With My Website?

Top five ways to ensure your marketing tools are working optimally. 1. Draw them up as a map with your goal (i.e. call for meeting) at the centre so you can visualize going from one to the next through the prospects’ eyes.
2. Establish basic strategy, like target audience and what you stand for up front, it will really help guide you when adding pieces down the road.
3. Every time you add a piece check that it’s consistent brand-wise with other marketing tools. Think design – colours, fonts and basic grid layout. Also think messaging, the way you talk about the company and it’s value proposition.
4. Ask yourself what you want prospects to do once they’ve seen the piece (i.e. call you, go to website, Tweet about you). Does it encourage them to do it? Can you make it more purposely drive prospects to the next part, or more parts of your funnel?
5. One of the best ways to maintain a strong map is to have all pieces worked on by the same person or group. That means, find a marketing company to help that understands your business and goals, who you work well with and can do it all so you aren’t bouncing from supplier to supplier, or doing it yourself. Continue reading

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A Re-branding Project Plan

Most firms need to re-brand at some point, especially after the first 5 – 10 years in business. How should you approach this and what should you expect from your design firm as a project plan. I not only re-brand clients regularly, but I’ve done it myself. Once you’ve decided to rebrand (see past post The Right Time to Re-brand), what would the steps involved be? All design firms will have their own processes and approach, but would likely include the same basic principles as ours. Continue reading

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Building a Great Team with Rapport

Hiring – especially for the first time – can be one of the scariest moves as an entrepreneur. Rapport currently has nine crew on top of me, and the dog. I’ve had a lot of experience with this and, though was lucky to find really great people, learned a few things along the way.
– Try prospects out on a project or two before committing.
– Define the need/position first, then find the right person.
– Personality and ‘fit’ into culture is as important as skill.
– Be open to them doing things differently then you and let them shine. Continue reading

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Top 10 Elements Often Lacking in Marketing Materials.

Many marketing tools are missing some basic things that can make a huge difference. How many of them are lacking in yours? Continue reading

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Why B2Bs Should Care About Optimization (SEO)

Social media has created reasons to care about SEO from both ends of the spectrum. We know how prolific Google is for finding all kinds of information = if you generate content, people will find it. Second, social media makes it easy to get your content out there. Continue reading

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The Right Time to Rebrand?

You started a business a few years ago, maybe just testing the waters. When just starting ‘marketing budget’ is not in your vocabulary, but know you need basic tools like a website and business cards. So, you get them done … Continue reading

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Moving Means Change

Moving = Change Now is a good time for review There are several issues to address when you’re moving into a new office space. For example, you’ll need to consider having your stationery updated, perhaps a new sign made for … Continue reading

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Getting Your Marketing Done

Throughout my years in business I have noticed some clients have more difficulty than others in getting their marketing done. What seems like a small bit of feedback takes months. One in particular teases me and himself for my having … Continue reading

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Finding Clarity

At Rapport we do a brand positioning session where we ask clients a number of questions about what they actually do, their ideal clients, how they find them, their goals, what makes them different. We go through lists of words … Continue reading

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Do I Still Need a Traditional Website?

I have a colleague who I have coffee with when he’s in Toronto. Recently he told me how although he had been skeptical about blog ROI, once he started one the traffic to his company website went from a few … Continue reading

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