The basics of pricing

The basics of pricing

Posted at Built Visible: Everything has its price. The key to success is whether your pricing matches the value perceived by your target customers. If it does you are set. If your customers value you more than your price implies, you are throwing money down the drain. If your customers think you are overpriced, then […]

Posted in: Thoughts
Understanding customer value

Understanding customer value

Posted at Built Visible.com Why do customers buy things? The obtuse answer would be because they need them. But this does not really answer the question. Not so long ago our choices were limited. There were fewer brands as we call them today. There were less choices to make. It was a seller’s market. Sellers focused […]

Posted in: Thoughts
Understanding customers through market segmentation

Understanding customers through market segmentation

My latest post at Built Visible: To sell to your customer, you must know your customer. You cannot solve your customers’ needs if you do not know what they are. You cannot reach your customer and grab their attention if you do not know where to find them. You cannot engage with them with any […]

Posted in: Thoughts
Everything is Marketing

Everything is Marketing

I am writing a series of articles for Built Visible, a fantastic digital marketing agency based in the UK. Here is the first… If my hair had not fallen out due to natural causes I probably would have pulled it out by now. I set aside a chunk of time every day to read the […]

Posted in: Thoughts
Get Signals. Go on, go, now!

Get Signals. Go on, go, now!

That’s not a title. It’s not even a suggestion. Just go to getsignals.com and install it. It’s a genius service from Hubspot for tracking when emails are opened. The technology is not revolutionary but the bottom line is it’s free, it works like a charm, and you’ll understand why it is so great within seconds of […]

Posted in: Odds & Ends
6 Questions to drive your content strategy

6 Questions to drive your content strategy

You have, no doubt, already read a virtual ton of articles about “content strategy”, all filled with inspiring bullet point lists, and all presented by a veritable billing1 of consultants. But just what is strategy? Well, it might be easier to say what it isn’t. It is not in the tactics you employ, a common […]

Don’t put the children in charge of your social media
By September 27, 2013 0 Comments Read More →

Don’t put the children in charge of your social media

Not too long ago it was common to hear things like: I asked my son to build my company’s web site because he understands this Internet thingy. We seemed to have moved on now to: I don’t understand social media so I hired an intern because he is on Facebook all the time. Can you […]

Posted in: Social Media, Thoughts
Content marketing is not replacing every other marketing tactic in the mix
By August 23, 2013 0 Comments Read More →

Content marketing is not replacing every other marketing tactic in the mix

  Today I saw an article on exploreB2B, which was originally published in October 2012. The title proclaims: Content marketing trumps traditional marketing To which my answer is, well, unprintable. This article is typical of the myriad of content (pardon the pun) on the subject that drives me up the proverbial wall. Take this paragraph […]

It’s time to stop thinking about search engines and start thinking about your customers
By August 16, 2013 0 Comments Read More →

It’s time to stop thinking about search engines and start thinking about your customers

  I’m not on the bandwagon proclaiming, “SEO is dead.” As proof of that I will use the phrase at least four times during the course of this article! No, actually, I won’t. However, I do think things have changed. Considerably. A traditional SEO team performs all sorts of tricks to get your web site […]

Marketers! Those are real customers on the other end of those tweets.

Marketers! Those are real customers on the other end of those tweets.

This is a personal story, something that happened to me. It’s the story of my experience with a company, my use of social media to feed back to them, and how I feel about them, as a customer, in light of how they responded. I suppose I could call it a personal case study. There […]