Category Archives: Business Growth and Change
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
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
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
Many marketing tools are missing some basic things that can make a huge difference. How many of them are lacking in yours? Continue reading
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
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
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