Audit Your Current Marketing Strategy: Identifying Opportunities for Growth Most of us avoid something that we should do. Some people avoid going to the doctor. Others avoid the gym. Some entrepreneurs avoid taking time off. And many marketers avoid doing a marketing strategy audit. It seems time consuming and difficult. Well, it does take some time and thought. But done correctly, when you audit your current marketing strategy you usually identify opportunities for growth. The good news about performing a marketing audit is done correctly, a third party does the work. Because it is a process you should not flounder. [...]

In his book Influence: The Psychology of Persuasion, Dr. Robert Cialdini explains that social proof is one of six key principles that guide how people make decisions. When others approve of something, we instinctively trust it more. It’s a shortcut our brains use to decide what’s safe, what’s popular, and what’s worth our time. That’s why social proof in advertising plays a critical role and why client testimonials, reviews, and ratings are powerful tools for lead generation. It is one of the strongest tools an advertising agency can use. Marketers work hard to get impressions, but impressions alone don’t close [...]

People love choices, as do most marketers. But too often, marketers see media planning as a choice between traditional and digital. They pick one and they ignore the other. That thinking leaves money and leads on the table. Advertising shouldn’t be either/or, it should be digital and traditional. As my dad used to say, “A rising tide raises all ships”. In marketing, we know that people make decisions with both emotion and logic. The heart and the brain work together. That’s true in advertising too. You can’t afford to rely on just one channel or one tactic. Both traditional and [...]

My father often said that a “rising tide raises all ships.” I don’t recall it applying to marketing, but it should. In particular, that adage applies to creating an omnichannel presence. People consult multiple media outlets prior to making a decision. Marketing plans that plot a prospect’s journey and integrate messaging and tactics to seamlessly move that person to a conversion are the most successful. Let’s talk about how and why. The Way People Buy Has Changed Today’s consumers don’t use just one platform to make decisions. They move from social media to websites, from podcasts to reviews, and sometimes [...]