Be an Ironman of Email Marketing

Be an Email Marketing Triathlete

Why is email marketing for a local business like a triathlon? Because your email campaigns must overcome one challenge after another: Get into email inboxes so your message can at least be seen—that means swimming the moats the email service providers build to keep out low-quality emails. Once seen, get opened—because you write compelling subject lines…continue reading …

Giana from Google Micro-Moments Site

‘Micro-Moments’ Disrupt the Customer Journey, Says Google

Thanks to always-on mobile phones, we have distracted driving, distracted dining, distracted pushing the kids on the swing and now, says Google, distracted shopping. It’s an opportunity for local business, and a challenge. In a new micro-site, Google makes the case that mobile has “fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.” For…continue reading …

Bucket Your Customers into Market Segments

Customer Segmentation for Small Business

If you have a simple customer database or point-of-sale payments system or email marketing list or appointment scheduling software or full-on customer relationship management (CRM) system or any other way you collect customer data (not including the fishbowl on the counter with the business cards)—then you are on your way to “segmenting” your customer list….continue reading …

Customer Journey Map

Customer Journey Mapping for Small Business

No serious drawing skills necessary and we’re not going to send your customers on an Epic Quest like “The Hobbit” or “The Hangover”.  A customer journey or customer experience map is just a visual way to: List each touchpoint with customers, anything from advertising to website to phone call Rate each touchpoint for customer satisfaction….continue reading …

Customer Lifecycle Infographic

Moving Customers through the 4 Stages of Selling [Infographic]

You used to see charts depicting the sales process as a funnel. At the top was “Awareness”, with advertising bringing the product to the attention of some impressionable buyer, who then slid down the sales funnel through the stages of “Lead”, “Prospect” and “Sale” like a quart of Castrol. Well, as this “Four Stages of…continue reading …