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Recently, I was scrolling on one of my social media feeds and I noticed an event that might interest me in a sponsored post. I took a screen capture of the post and kept scrolling as I didn’t have time in that moment to click through, look at more information and fill out a registration …

Consumer Journey Process – The Decision Read More »

The interest stage of the consumer decision journey is the time that your potential customer is actively researching options to solve their problem or fill their need. The interest stage is, therefore, your primary opportunity to reach out and influence their purchase decision. For over 100 years, researchers have attempted to make sense of the …

The Interest Stage of the Consumer Decison Journey Read More »

Previously, we discussed the mapping of the consumer decision-making journey and suggested digital channels effective in communicating with a prospective buyer. The initial stage is the awareness stage. That is the stage that a consumer first becomes aware that they have a need or a problem to solve. They have already been exposed to messaging …

The Awareness Stage – Touchpoints In Your Client’s Decision Journey Read More »

Previously, we wrote about the importance of the Four Ps as a framework for thinking about all aspects of marketing your business. Again, the Four Ps are Product, Price, Place and Promotion. For the purposes of this post, we are primarily interested in helping you get found by the consumer needing your product at the …

Promoting your business – influencing  your prospect’s buying journey Read More »

While our national holiday is in place to rightfully celebrate advances in the labor movement since the industrial revolution, let’s also remember that this is not a paid holiday for millions of workers. In fact, in many cases it is extra work for no additional compensation. According to the U.S. Small Business Administration 44% of …

Labor Day Musings Read More »

The four Ps are a simple and memorable set of factors used for decision making in marketing for business enterprise large and small. The four Ps are Product, Price, Place, and Promotion and are illustrated in the model framework diagram below: Product A product or service is the primary solution that provides revenue in exchange …

Why All Business Owners Need to Address the Four Ps of Marketing Read More »

Steps that all business operators can follow Search engine optimization is a valuable marketing exercise that drives organic traffic to your website. SEO is a must, particularly for small business owners and those running e-commerce sites. After all, if consumers can’t find you when they need the service or product that you offer, you are …

Do it yourself search engine optimization Read More »

I am frequently asked by new clients as well as family and friends why their business cannot seem to be found in a basic search unless their firm name is used, even though their website has been in existence for months or even years. Sometimes I am asked to help with a paid search campaign. …

Create a Digital Presence for Your Business Read More »

Responsive display ads can form part of a successful Google Ad campaign. The tactic allows you to input a few details that transform into adaptable and responsive advertising. How do responsive display ads work? Google Ads takes the assets that you upload to its platform and creates ads to display across websites, platforms, and apps. …

Responsive Display Ads in Your Marketing Mix Read More »

Ever wonder about those ads that follow you around? When someone uses a search engine to research a service or product, if your business isn’t seen in the search result, an alternative will be chosen. If that consumer is ready to buy in that moment, it’s a missed opportunity. Google has called that the Zero …

Understanding digital display targeting Read More »

Whatever your product or service offering the bottom line is that you need to be found by someone who is either starting broad research or ready to buy what your company has to offer. The more that your business is listed in the search results page the better the probability that you will get the …

Trying to figure out Google? Read More »

Sometime back I wrote an article entitled “what are they doing that we aren’t doing?” It referred to a client meeting that I attended when a third-party research company was presenting new research based on an annual consumer survey in a local media market. The moment that I wrote about on was when results of …

Digital Marketing Basics for Small Business Read More »