AuthorRivana11

Marketing Wisdom Outlasts Fads and Fashions

Every time someone invents a new marketing communications channel, many of its proponents will cast aside what successful marketers already know, insisting that this one is really different, and that the old rules don’t apply.

In time, veteran marketers will apply their time-honored tactics to the new channel and prove their worth once again. And the “innovators” will eventually discover those same tactics and learn lessons that their predecessors already knew. They could have saved some time and made fewer missteps by listening to those experts and paying attention to those lessons, but human nature got in their way.

While I hate to admit that I’ve spent decades in my field, it’s given me the opportunity to watch this phenomenon happen again and again. As technologies create new channels and methods for reaching customers and prospects, two things invariably ensue. First, the supporters of the new channel will declare that it renders all other channels hopelessly obsolete. Second, they’ll insist that those time-honored tactics are amusingly archaic and can’t possibly work with their shiny new toys.

I might believe that, too, if I hadn’t seen what really happens. Savvy marketers who are in the game for the long run recognize the new channel for exactly what it is: a new tool they can add to their toolbox. When you buy a new tool for use at home, you don’t declare that every other tool you own is now useless and throw it in the trash. Instead, you recognize that you now have one more solution you can apply when needs arise.

That’s why I find new channels intriguing. Here’s another way my clients can connect with the stakeholders who are important to their success. Often, we eventually discover that while the new channel may be helpful, it’s not quite as magical as its advocates promised it would be.

What’s lost in the excitement of the emergence of these new channels is the wisdom that tools are not at the heart of marketing. What is? The same thing that’s been there since someone in an ancient marketplace convinced his consumers that they should buy his olive oil instead of someone else’s: psychology and persuasion. Successful marketing comes down to being able to change someone’s way of thinking.

The fashionable marketers become so enthusiastic about their shiny new channel that they forget that it exists not to be a work of art or an exciting plaything, but as a means for delivering a relevant message to an audience. The ultimate goal for that channel is not to make that consumer jump up and say “gosh, this is really a cool way of receiving a message,” but to make that consumer take the desired action. Maybe it’s to buy something. Maybe it’s to set up an appointment. Or maybe it’s to change a long-held belief. That’s the objective. The channel is simply one more tool for trying to achieve it.

Young advertising creatives and marketing executives laugh off the advice delivered by legends such as David Ogilvy, Leo Burnett, John Caples, and Claude Hopkins, brushing it aside as archaic. They brush aside the sales success of marketers like Joe Sugarman. Why, they’re so old-fashioned. They’re so dated. Look at how old their stuff looks.

Yes, it looks old, because it is from another era. But look beyond the artwork and the typography, and you’ll find messages that resonate with audiences. Read through their work and watch how skillfully they anticipate and deflect the objections that keep prospective customers from buying. They weren’t trying to impress their peers with oh-so-cool designs; their goal was to help their clients profit from increased sales. And when they moved into then-new channels like radio and television, they brought those successful strategies with them.

There’s a difference between knowledge and wisdom. It’s easy to gain knowledge, but much harder to earn wisdom. That’s because wisdom grows from experiences and lessons learned. It springs from failures and is nurtured by successes. It can be shared, but only if the recipient is truly open to acquiring it from someone who’s willing to share.

What we know changes constantly. Wisdom arrives and matures much more gradually. Marketers who jump to employ the latest and greatest channel without paying attention to the established principles that work in any medium are likely to be disappointed by the results. By all means, experiment and change, but never lose sight of what makes those efforts work.


5 Smooth Techniques To Land Your First Side Hustle Patron

Landing your first patron can also sound like an exceedingly tough element to do at first. However, if you paintings on developing your capabilities and discover ways to gift yourself as a person who can add fee to other human beings organizations, then you definitely be able to get the ball rolling for your facet hustle!

So, here are 5 clean techniques you may comply with to get your first-ever paying client:

1. Allow your friends know

Don’t be shy. Your actual pals could be glad that will help you out, and in the event that they believe in you and your competencies, they’ll be glad to unfold the phrase approximately you. In case you’ve were given well-related buddies, ask for help. They’ll be capable of connect you along with your first consumer!

2. Placed out flyers to your community

Yes, this technique nevertheless works. And this is mainly useful in case you’re servicing a neighborhood location. For example, if you’re offering canine walking services, you could put out flyers for your neighborhood. Search for community boards. And don’t forget about to place your name and wide variety in your flyer!

3. Market it on social media

Whilst marketing on social media can fee you a quite penny, it’s going to be worth it if you fee top greenback on your offerings. And what’s sincerely awesome about social classified ads is you could drill down into your target market. You’re no longer restrained to focused on humans to your place. In reality, you can target pretty much anybody in the world who’s got an account at that particular social platform!

4. Begin a blog

Blogging is a great way to exhibit your know-how. Potential customers can without difficulty see if you’re really worth the fee you’re quoting. Further to the usage of your blog as a platform to draw customers, you could additionally monetize it any number of methods. For starters, you could advise merchandise you’re affiliated with for your weblog. Any time someone buys through your associate hyperlink, you get a nice fee!

5. Have your very own business card

When you have your own commercial enterprise card, you make your business look valid and now not just a few fly-via-night time carrier. Attend meetings and seminars and community with human beings in your enterprise. Make certain you distribute your business card so people can effortlessly get in touch with you ought to they need your help!


Numbers Can Hurt Your Communications Efforts

A well-known CEO recently said the world has created more data in the last two years than in the preceding 5,000, and that we’ll probably create even more than that before this year ends. In every aspect of our lives, we’re absolutely drowning in data.

Much of that data is in the form of numbers, and many businesspeople and professionals find comfort in numbers. They’re definitive and absolute, without any wiggle room. Fifteen of something is fifteen. $4,768,387.14 is a specific amount of revenue. A thickness of 0.0261 inches leaves no room for error. No wonder those businesspeople and professionals make so much use of numbers when communicating.

But there’s an inherent problem. The stakeholders those businesspeople and professionals are trying to reach — such as prospects, clients, and customers — may not grasp what those numbers really mean.

You’re probably familiar with the concept of literacy. There’s a corresponding concept related to one’s ability to comprehend numbers. It’s called numeracy, and a surprising number of Americans are extremely weak at it. In fact, more Americans are unable to deal with numbers than others around the world.

That’s not just one writer’s opinion. The 2014 Program for the International Assessment of Adult Competencies study found that American adults ranked well below their global counterparts at numeracy. The study, which is conducted every few years, uses five levels to measure numeracy among residents of 33 countries. According to the 2014 version, only 9 percent of American adults fell into the highest level of numeracy, and a whopping 28 percent scored in the very bottom category. That means better than one in four Americans can’t make sense out of numbers. It isn’t that they find math hard; to them, it’s just as incomprehensible as nuclear physics. And, in general, Americans grasp numbers less readily than people throughout the rest of the world.

So what does that mean in practical terms for those businesspeople and professionals? When you try to communicate information and concepts using statistics and other numerical representations, you’re probably losing a large chunk of your audience. Those tables and graphs you develop to illustrate your points? They might as well be doodles to many people. What you see as straightforward information appears to them to be garbled.

Keep in mind that it’s a problem not only for the 28 percent in the bottom category. People who rank just slightly above that level on the numeracy scale also struggle to understand. Only a tiny fraction — fewer than one in ten — share your enthusiasm for numerical information.

That’s why it’s important to avoid jamming your communications full of statistics and other numeric concepts. Yes, those numbers may be important to the case you’re trying to make, but if your audience doesn’t grasp them, your effort is being wasted. Even worse, the audience might misunderstand what you’re saying and come to the wrong conclusion.

Look for simpler ways to share the statistics. Instead of raw numbers, provide illustrations. I once worked for an energy company that wanted to trumpet the fact that it managed 225 billion cubic feet of natural gas annually. That’s hard to grasp, so we described it by saying they handled enough gas to fill the old Hoosier Dome 4,500 times. Turn percentages into more easily understood ratios; for example, instead of saying “20 percent of women,” say “one woman in five.” Keep your graphs and charts as simple as possible, and don’t hesitate to use rounding.

Be careful with your word choices, too. You may have earned an A in statistics, so a statement like “customer satisfaction ranks in the 74th percentile” makes perfect sense to you. If you want the average person to grasp your point, simplify that to “nearly three out of every four customers are happy with our company.” The latter may not sound as scholarly or impressive as the former, but more people will understand the message you’re trying to convey.

Some people may hesitate to go easy on numbers, thinking they shouldn’t be forced to “dumb down” what they know so others will understand it. And if you feel that way, you have a right to present the material any way you want. But what’s the point if your audience isn’t going to grasp what you’re trying to say? You’ll have wasted your time and only frustrated or confused the people you were trying to reach. Communication is all about making effective connections, and you’ll never connect if people can’t understand you.


Marketing Examples For An In-Home Care Services Company

When marketing an in-home care service, it’s important to reach the family members of those who will be paying for the service on an emotional level. One should use various mediums to do this; Radio talk shows, podcasts, YouTube videos, blog posts, websites, etc. Below are some examples that might help you put together an award winning level marketing strategy.

First, I’d like to point you to a short introduction opener; a 20-second speech – even if you talk slow. You should deliver this message with emotional passion. You can use it to explain your services to anyone at any time – at a Chamber of Commerce Mixer, leads club meeting, local service club or before a speech on the topic.

20-Second Introduction:

I am _____________________, we are putting the “caring” back into in-home care. Our trained, devoted, and background checked caregivers treat every client like family. It’s in our ___________ Care Services DNA. We help seniors stay happily in their homes and age with dignity.

— —- —

60-second pitch for: radio ad, chamber mixer introduction, elevator sales pitch

We help seniors stay in their own homes aging with dignity – we prepare meals, pick up items from the store, drive seniors to the doctor, pharmacy, hair salon, or coffee shop.

We remind seniors when it’s time to take medications, and help them with very personal stuff like taking a bath. Our goal is to provide companionship, assistance, and prevent falls and clean up a little around the house – making beds, helping with laundry.

You see, we want to put the “caring” back into the in-home care industry. Our seniors are not captured customers for extracting exorbitant fees – our seniors are real people, who deserve the best. We will all be seniors one day, it’s time for change is now.

Our team of care professionals make all this possible, and we have some of the best clients in the world, and we thank them for making us number one in ________ County – This is what makes our work so rewarding.

—- —– —–

As you can see by these examples, the dialogue has to be about them, your clients, not about YOU or your company. Too many companies miss the opportunity to talk with their potential customers and instead end up talking at them, and telling them how great they are. That’s not needed, customers need to know what’s in it for them and why they should choose you. I hope this help you with your online marketing strategy.


Tips to Help You Put Together an Effective B2B Sales Strategy

If you are a B2B business owner, make sure you reevaluate your sales strategy from time to time. Since this is the age of the Internet, product/service related information is easily available to B2B buyers. Given below are a few tips and tricks that can help you put together a solid sales strategy.

Research your Customers

First off, you may want to call your prospective leads right away. Actually, you should give them some time to do their homework before you ask your sales reps to contact them. You can take a look at their sites and then follow them on major social media websites, which will give you a pretty good idea of which leads you should target.

Train your Sales Reps

Also, make sure your sales representatives have good knowledge of your products and services. In other words, they should have solid know-how of the features and functions of your products. With this knowledge, your sales reps can find it easier to convince your customers.

Ask Questions

Once you have done your research, you can give a call to the qualified leads. The idea is to find out more information about them and the problems they have been facing. For the resolution of their problems, you can recommend your products or services.

Listen More

Make sure you can communicate well with your target customers. Learn to listen to them and then present your services as a solution to their problems.

Here, it’s important to keep in mind that an effective sales strategy should revolve around the customers instead of your products alone.

Have a Consultative Approach

If you want to grow your B2B sales, make sure you have something to give to your customers. For instance, you can provide good advice and general tips that can help your customers grow their business using what you offer. You can even recommend good online courses, blogs, and books.

Develop Relationships

If you have some customers who show some interest in your offers, don’t push them to sign a deal. Instead, give them enough time to think about the deal. Offering a free of charge demo is also a great idea.

Remember: developing a strong business relationship is a lot more important than the deal. What you need to do is work on building a strong reputation as an honest business advisor.

Have a Customer-Oriented Approach

As far as a B2B sales strategy is concerned, it’s important to show empathy towards your customers. The more you do it, the better. Also, make sure your teams communicate with each other to find out more about what your customers want. This will help your teams get equipped with more knowledge.

In the same way, make sure your sales team knows everything about what they want to sell. Ideally, they should have the industry knowledge as well. So, you may want to train them to keep your customers delighted.


Small Business Online Coach: What No One Tells You About ROI in Small Business Marketing

It’s not easy to operate a small business. Therefore, it’s important that you know more about ways to boost your marketing ISO. Since small business owners have limited budget, tight profit margins, and fewer resources, it’s hard for them to cover their expenses at times. That’s why many small business owners take care of multiple aspects of their business to fill in the gap. In this article, we are going to share a few secret tips with you that can help you increase your marketing ROI. Read on.

1) Set Your Goals

First off, make sure you know your goals, which will help you make your marketing more effective. For instance, you can encourage your customers to register to get your newsletters. For the newsletters, you can put together specific marketing materials.

Similarly, if you want to raise your revenue, your marketing material should have a powerful call-to-action. This can help you make more sales.

2) Decide on the Best Channels

To find out the most effective channels, make sure you consider real data. In case you don’t know, the marketing channel refers to a method that can help you communicate with your target customers via a certain platform or tool like social media sites or digital advertisements.

It takes time to learn about the right channels that may work for you. However, once you have learned about them, you can focus on them.

3) Optimize Your Integrated Marketing Campaigns

This is a type of cross-platform approach, which can help you offer a seamless experience for your valued consumers. This can make your message consistent and relatable whether your customers watch TV, surf online or read newspapers.

Running an integrated marketing campaign is a great idea as it can help you increase your visibility and improve your message. As a matter of fact, more than 70% customers tend to like the integrated marketing approach.

4) Use Optimized Campaigns

If you want to optimize your campaigns, make sure you use real data. In other words, you can run an optimized campaign on YouTube or Facebook, for instance. However, this won’t get you the best results for the efforts you put in.

What you need to do is spend your budget more wisely and create a more impactful message. You can create targeted campaigns to target your specific customers.

5) Try Content Marketing

There are many marketing channels and content marketing is one of them. With the help of content marketing, you can enjoy tremendous benefits over the long haul. As a matter of fact, content marketing plays a great role if you want to rank your site. Moreover, it can also help you get a higher return on investment.

6) Automate Tasks

Digital marketing offers a lot of benefits. For instance, it has a lot of platforms that can help you automate tons of tasks. Given below are a few platforms that you can try out.

WordPress: This platform can help you schedule your blog posts. They will be published on the dates you set.

Facebook: You can schedule as many posts as you want.

MailChimp: With this platform, you can schedule your email marketing campaigns.

By automating various tasks, you can enjoy a lot of benefits. For instance, you can save plenty of time and money.

The Takeaway

So, these are some secret tips that can help you raise your marketing ROI.


This Truth About Your Impact May Surprise You

Entrepreneurs and leaders are often depicted as the Lone Ranger, riding out alone and striking a blow for justice. OK, he did have a trusty Native sidekick, Tonto, but really, the Lone Ranger was the one around whom things revolved.

That depiction as a rugged individualist doesn’t reveal the truth. When you become an entrepreneur or leader, it becomes immediately apparent that you’re not going to be doing this alone. You need other people to build your organization. You need other people in order to have real impact.

“Alone we can do so little; together we can do so much.”

~Helen Keller

The idea that you can go it alone just doesn’t mesh with our neurobiology. John Cacioppo’s neuroscience research indicates that we don’t derive strength from going it alone. We derive strength from our collective ability to work together.

We are hardwired for connection, and we suffer without it. Our impact suffers.

Impact as I define it, where your unique self meets the world and makes it a better place for all of us, is a two-parter. It’s not just about you (or your company) being your (its) amazing self, thought that is essential. It also about what you contribute, individually and as an organization.

To have impact, your circle of connection is indispensable. It includes everyone connected with your company: customers, team members, suppliers, collaborators. It includes everyone connected with you: colleagues, friends, family.

How much impact you have depends on the quality of your community, your circle of connection.

So choose them well. Choose those who will help you have the impact you want to have. Choose those whose impact you want to help support. And when you can’t choose them, in the case of family, choose who you will spend the most time with.

The quality of those connections matters.

How can you nurture and improve the quality of your valued connections?

  • Spend time.
  • Make an effort.
  • Notice what will help them and offer that help or a way to get it.
  • Appreciate who they are and what they bring, and let them know.

You may at times have to thin your circle. Nothing damages your impact faster than connections who drain your energy. It’s possible that you have people in your circle of connection who will not support you in your impact goals.

How do you recognize them? After being in contact, you feel less energetic, less enthused. You have more doubts about your abilities, and you start to wonder if your impact matters.

Give serious thought to who you want in your circle of connection.

Having impact isn’t a Lone Ranger process. You can radically increase your impact by nurturing a circle of connection that actively supports you. And that means you doing the same for them.

Ursula Jorch is a speaker, business coach and consultant who helps entrepreneurs grow a successful business that makes a difference in the world. A 21-year successful entrepreneur herself, Ursula helps you define the difference you want to make in the world and develop strategy and marketing so you have ever-expanding impact.


Some Straight Talk on Affiliate Marketing

My wife and daughter are out of town today so I was going to get caught up on my favorite TV shows: Supergirl, Flash, Supernatural and Legion.

I definitely like the superhero shows. I grew up watching Christopher Reeve’s Superman films and reading comics.

But when I got home, I decided to take a nap…

… and that nap turned into sleeping through the night!

Remember, yesterday I gave you a taste of how Internet Marketing works. Click here if you missed it so you can catch up!

I know there’s one that’ll suit your interests and complement your skills.

In reality, the Internet can give you countless possibilities in business and earnings. I’ll focus on the most proven ones.

These are known to have launched thousands of Internet businesses all over the world and helped local brick-and-mortar businesses see profits early.

And today I’ll start examining for you the 3 Internet Marketing (IM) models for you to choose from, starting with Affiliate Marketing.

This model is all about you joining forces with an online seller or retailer. I’ll refer to them as merchants for the rest of this article.

The revenue will be shared by you and the merchant.

How does it work EXACTLY?

Well, income is usually generated through visitors clicking through to your landing page via an ad you posted. Or through purchases from clients, who have visited your landing page.

How you’re compensated, ultimately, depends on, one of three types of Affiliate Marketing you choose to work with:

1. Pay per Sale Affiliate Marketing – this will allow you to earn income from sales finalized through advertisements you post.

The merchants will monitor your activity through these sales.

Every time they close deals originating from your ad, you’ll receive a percentage of the income or a fixed commission, depending on the number of sales finalized. One example is ClickBank.com.

2. Pay Per Click Affiliate Marketing – this model is all about linking the merchant’s website to your own website. Say the merchant pays to have their ad posted on your page. Every time a visitor clicks the link that leads to your affiliate merchant’s page, you’ll earn a fixed amount.

3. Pay per Lead Affiliate Marketing – In this case, you’ll accept advertisements posted on your website. When leads originate from the ads or links on your website, you’ll get compensated.

How are payments made?

Payments are made instantly, weekly, bi-weekly or on a monthly basis. The payments you receive will be determined by the commission rate your merchant gives affiliates.

Personally, the affiliate program Dahl Integration Marketing prefers uses Click Bank for payments. I have it set up to pay us weekly.

There are several ways to get your payments:

One is via electronic banking by way of payment or financial websites.
Money can also be wired through to your personal or business bank account – this can also be done online or through direct bank deposits.
A regular check can be mailed to you.
Another popular way to receive payments is via PayPal.
What Skills Are Required to Start an Affiliate Marketing Business?

You need to know pay-per-click advertising, email marketing and copywriting.

Advantages of Affiliate Marketing:

1. Generally speaking, you don’t need to spend a lot of cash to get started. Most Affiliate Programs are free to join although they’ll ask you to apply.

That said, there are Premium Affiliate Programs where affiliates pay a licensing fee of $1,000 or more.

2. You can earn money while you sleep. Who doesn’t want to earn more cash in the middle of the night?

When this first happened to me I felt an enormous weight lifted off my shoulders because income wasn’t always dependent on my time.

3. It’s one of the easiest ways to earn income (when you compare it to creating and marketing your own products) because you shorten the time to market.

When you create your own products and services you’re on the hook to prove that it can sell. This initial test campaign can cost thousands of dollars to prove your offers’ feasibility.

Conversely, you can simply promote a popular product that’s already proven successful and skip all the trial-and-error and initial ‘cold-hard’ cash outlay.

Whether you’re in this as a part-time source of income or as a long-term business, affiliate marketing is still one of the best ways to earn income without all the typical hassles of managing a business.

4. If you’re successful, you’ll always be up-to-date with what’s going on in the world of Internet marketing. This is a great opportunity for you to find or create different products and services to feature on your website.

5. You’ll also have opportunities to work with other affiliate marketers and increase your earnings together.

The Downsides to Affiliate Marketing

Although you can make a living with affiliate marketing, there are a couple of downsides to this model that you should know.

Once you have all this information, you can devise plans to help you avoid these potentially costly problems:

1. As an affiliate, you may fall victim to shady businesses and, in turn, you may be accused of deceiving clients.

To make sure that you keep this from happening, you have to screen all your merchants. Verify their products and check if their actual businesses are legit.

A rule of thumb is to first become a client of the merchants you plan to work with. What’s more, it’s always easier to sell a product or service you believe in, because you’re a client and can speak from your own experience with the product.

You also need to read the fine print in the contract of affiliation before finalizing the deal.

2. You’ll stop earning without prior notice. This can happen if you do not regularly communicate with your merchants.

Merchants can stop or discontinue production of products without informing their affiliates (and in some cases go out of business) so be sure to stay in touch with your merchants to avoid this problem.


Breaking Down Sales and Marketing

Revisiting the Sales and Marketing Conversation

Back in October 2015 we shared an article called “5 Ways Marketing Departments Help Salespeople Catch Butterflies.” Recently a tenfold article was shared with us, titled “What is the Meaning of Sales & Marketing and Their Advantages?” and, I have to say, it does a pretty awesome job of breaking down the differences, responsibilities, and links between sales and marketing roles. Why revisit this now? Because it has never been more apparent that the relationship between sales and marketing is still just as misunderstood as ever, especially with advances in marketing technology.

Setting the Record Straight

Many in the business world, especially those who rely on sales and marketing for success, don’t actually have a concrete grasp on exactly what sales and marketing are. Yes, the two are linked, but they are not one and the same. Sales departments rely on marketing; marketing departments and strategies exist to feed sales (notice I didn’t say “make” sales). You wouldn’t engage in marketing if you had nothing to sell, and your sales strategy would be much less informed and successful if not for your marketing efforts. Yes, many old-school salespeople (or go-getter small business entrepreneurs) are quite capable of drumming up business on their own, and may even have some tried-and-true marketing tactics up their sleeve – but few have the time, skill, or technological resources to effectively capitalize on the true potential of their market.

A common mistake made by older, more established businesses is to assume that salespeople are skilled at marketing and that marketing people are skilled at making sales. In some cases this may be true, but certainly not across the board. While trying to conserve capital, many of these companies will attempt to combine their sales and marketing departments, essentially tasking their employees with two job descriptions, and that’s usually a bad move. It’s no accident that more recently established companies, tech giants, and organizations that employ a large number of millennials are killing it with their marketing efforts.

Breaking It Down

As the tenfold article explains, some of the key responsibilities of a sales team include:

  • Follow Up
  • Relationship Building
  • Closing
  • Retention

The mark of a great salesperson is the ability to cultivate a personal relationship. Many consumers who have stayed loyal to the same brand, dealership, or salon for years will say that they appreciate the personal attention they receive there. It is not a marketing employee’s responsibility to follow up with a salesperson’s existing customer once the lead has been handed off, nor is it their responsibility to convert a lead to a sale, “close the deal,” or make sure the client remains a client for many years. Short of having an outstanding relationship with a skilled salesperson, product quality and excellent overall experience are the main things that will bolster client retention.

On the marketing side, primary efforts are:

  • Awareness
  • Engagement
  • Conversion (from anonymous to known)
  • Retention

It is not a salesperson’s job to generate awareness or buzz about their brand, product or service. If they are expected to use their energy to make sales by nurturing leads and relationships, then how can they also be expected to have the time to do the leg-work up front that brings those leads to the table in the first place?

The marketing department creates awareness, builds engagement by creating information that will invite audience members to take action, and targets and tracks engagement by motivating audience members to provide contact information or initiate a free trial or consultation (converting them from a cold prospect to a known lead or potential buyer). It is important to note here that the retention function of a marketing department doesn’t really overlap the retention efforts of a sales team.

On the sales side, client retention refers more to the salesperson’s efforts to use the client relationship to continually check in with the client, attempt to engage them in further discussions about additional products or services they may be interested in, and seek referrals to the client’s friends and family members. On the marketing side, however, retention refers to maintaining a higher level of consistent engagement (through targeted marketing based on buying preferences, interests and history) so that the customer relationship doesn’t end at the initial purchase. Those email newsletters you receive after becoming a customer somewhere are not random – they have a purpose and are often tailored to things you’ve viewed or expressed interest in. A sales team simply doesn’t have the insights, time, or often the resources to execute these types of strategic campaigns.

The Fine-Tuned Coexistence Of It All

The ideal sales and marketing relationship is a symbiotic one. Marketers and salespeople work together to determine what consumers need and how to deliver it. Sales and marketing should motivate, inspire and feed one other. They should collaborate and coexist. In the hierarchy of the business food chain, sales and marketing should not be seen as rivals or equals, but counterparts. One truly cannot exist without the other, but their skill sets are not the same – especially today, where advances in technology require the modern marketer to have a very specific, honed, and competitive set of skills that most sales people simply do not need to have.

For this reason many marketers are introverted, analytical, and deep-thinking individuals. Whether they’re crunching numbers and analyzing data, compiling reports on trends and conversion rates, or writing awesome ads and creating beautiful websites and collateral material, they are required to intensely focus on what works, what doesn’t, and adjust their creative efforts accordingly. Usually a marketing department will have creatives, analysts, and more tech-oriented people (who dive into the numbers and algorithms behind advanced marketing tools).

In contrast though, many salespeople are extroverts – they light up a room, they have excellent “people skills,” can easily relate to others, and have the ability to pick up on social cues that might actually help them close a sale. Oftentimes salespeople have a broader focus, preferring to spend their days with appointments and meetings – activities that build relationships – rather than sitting behind a desk doing what a marketing department does best. For this reason, many salespeople have administrative assistants to help them with follow-up, paperwork, appointment setting, phone calls, proposals, and calendar management. This type of functional assistant role is less widespread in the marketing realm.

Share Your Thoughts

Be sure to read the full article (and let us know how it compares to our post ) for additional insights on the relationship between sales and marketing teams. Join the conversation: in your experience, what have been some key components of a successful sales and marketing partnership?


10 Reasons Why Impact Is Your Competitive Edge

Even if you have a unique product or service, before long, it’s inevitable that your company will be joined by others. With the advent of social media, it seems that it’s getting harder and harder to stand out from the crowd.

Marketers have tried to address this by carving out niches and splashy campaigns. Or by creating a Purple Cow.

Another approach with multiple advantages is to incorporate impact in your strategy and marketing. I define impact as the point where your and your company’s uniqueness meet the world and make it a better place for all of us.

Here are 10 ways that impact can give your company an even better competitive edge:

  1. In today’s marketplace, people at a variety of ages are focused on what a company is doing in the larger world. Is it contributing? Is it helping to make the world a better place? People over 40 years of age are showing an increasing interest in legacy, what they want to show for their time here. Millennials want to make a difference with their purchases and their work. Your focus on impact will draw those customers and tilt their buying decisions in your favor.
  2. In a crowded market and in those with established and well-regarded players, it’s difficult to enter by merit alone or even by leveraging connections. Impact can give you that distinctive edge to set up the initial meeting, and be considered along with the long-time residents in that market.
  3. Your focus on impact in strategy and marketing helps your company thrive. Companies that focus on impact have 12-14 times more income than those that are profit-only focused. A thriving company has more flexibility in your marketing spend and in your hires, which can contribute to a greater presence in the market.
  4. You avoid being regarded as a commodity company. If you are forced to compete in a commodity market, your profit margins narrow and managing your business finances becomes a great deal more challenging. Impact provides you with a unique value proposition.
  5. Impact-focused companies have been shown to be more sustainable. With that sustainability, your longevity in the marketplace can give you a competitive edge, as long as you continue to serve the needs of your customers.
  6. Value for all stakeholders increases with a focus on impact. That heightened value is perceived by your customers as a thriving business that won’t let them down.
  7. Similarly, market valuation goes up with a focus on impact, as your business thrives.
  8. If you choose to focus on impact, your company makes a positive difference with your employees, your community, and even the larger world. Let people know about it, and you enhance the perceived value of your company, as well as increasing visibility.
  9. When you nurture a company culture that helps people flourish, to have their own impact, you create an engaged workforce and a group of inspired and committed marketers. Word of mouth marketing by your employees is an invaluable asset that you can encourage with a consistent focus on your intended impact.
  10. With a focus on a higher purpose, on your impact, everyone in the company moves through challenges more quickly and easily. The shared big picture helps everyone to stop dwelling on the problem and move on.

With an impact focus in your marketing and customer conversations, you can be different and noticeable. It gives you a competitive advantage with customers in their buying decisions.

Bonus: you can do good in the world with your business.

Ursula Jorch is a speaker, business coach and consultant who helps entrepreneurs grow a successful business that makes a difference in the world. A 21-year successful entrepreneur herself, Ursula helps you define the difference you want to make in the world and develop strategy and marketing so you have ever-expanding impact.