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Marketing Series Part 4 – Reputation Management

reputation management2While your brand is something that you create, your reputation is what others really think of you, and “others” are fickle creatures ready to pounce in cat-like fashion. Your company’s good reputation is essential to success and can be ripped from you in the most unexpected of ways. Remember the guy who kicked the dog in the elevator and lost his job as CEO? Or the Olympic swimmer who exaggerated a drunken encounter with a police officer in Rio? He lost four sponsorship deals.

The power of the internet is a double edged sword that can make you or break you. As the examples of poor research, poor behaviour, poor customer service, etc. explode, pundits are cautioning that reputation management needs to become reputation development and reputation marketing.

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Marketing Series Part 2 – Your Products, Services, and Target Markets

Your Products, Services, and Target Markets
Your Products, Services, and Target Markets
oct 2016 chart 2

You already know what you have to sell, but do you understand what your customers are buying? Do you know who they are, why they want what you have, how they make the decision to buy from you?

One of the most basic premises of marketing is matching – matching what you have to sell with customers who want buy. That means that you have to understand your customer base, and the segments within it, so you can tailor your marketing plan to find new customers like them, appeal to them, and convince them to buy from you.

Let’s look at a few basic demographics first. You can download your own worksheet here. In the first column, list your products or services. You can add up to 20, so group items together if that makes sense. For example, if you sell auto parts, you’re not going to list each individual part, so use groups like engine parts, wipers and exterior products, etc.

Then, for each item or group, put an x in the column that best represents the age groups of customers who purchase that item, and in the last column, enter an m or f to show whether more buyers are male or female. If you really have no sense of your customers’ ages or gender, best to figure out a way to find out. Could you take a guess based on names in your database? Ask your front line staff what they think? Keep track for a few weeks and estimate on that info?

Here’s an example based on our business.

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5 Ways to Make YouTube Work for Your Business

5 Ways to Make YouTube Work for Your Business
5 Ways to Make YouTube Work for Your Business
5 Ways to Make YouTube Work for Your Business

Video is a powerful marketing tool for any business. Sometimes words and images just aren’t enough. It’s never been easier and cheaper to produce and promote video. A lot of small companies are using video to showcase their products and services. But some videos seem to get more traction than others. Here are a few simple tips on how to make a great video and get it out there.

 

1. Consistent, creative quality content.

Give the people what they want! Make videos people want to see not what you want them to see. I hate to break this to you, but viewers initially may not care about your new product. They want to be entertained, learn and solve problems. Take one of those elements and use it to promote your product. Do it right and watch the views role in.

 

2. Ranking

YouTube ranks videos by the amount of seconds people spend on a video, the number of comments, the number of likes, the number of times your video is shared on social media and the number of times your video is displayed on a website. So make sure your video is well connected and worth watching.

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Marketing Series Part 1 – What “Marketing” Means

Marketing Series Part 1Welcome to the first edition of our Marketing series. Our intent is to share our knowledge of the timeless basics of marketing and business development, and how these translate into the current sales environment. Our hope is to give you greater insight into the consumer perspective and show you how to use this information to grow your business. You’ll have the option to just read and learn, or to put the information to use to create your own Marketing Plan. So, the first order of business is to talk about what Marketing means in today’s world.

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5 Ways to Defeat Digital Junk Mail

Annoying, time sucking, distracting – we all hate junk mail; and it’s especially infuriating when it’s email. Yes, there’s always a yin and a yang, but here are five ways to stave off chaos in your inbox.

 

Just Say No

The truly devious hackers and spammers don’t follow the rules, but chances are that most of the unwanted email you get will have the legally mandated “unsubscribe” link somewhere. Most of the ones I’ve found are in teeny tiny font at the very bottom of the message. Admittedly, it’s a constant battle, but you can save yourself some time and annoyance by unsubscribing whenever you can.

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Three Tips to Make Sure You’re Ready for Tourist Season

I had yet another experience last week where the services provided did not live up to the advertising. This time, not only was I disappointed, but the venue rooked itself out of many planned return visits and the revenue that would have gone with those. The visit itself would have been a positive one except for the misconception created by the ads. So as the summer migration begins, and with more locals opting for stay-cations, a few tips to ensure that you profit from the short summer season and boost, rather than ruin, your long-earned reputation.

 

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5 Reasons to Hire Youngins to Mentor Your Staff

5 reasons to hire younginsThe practice of hiring younger personnel for older workmates to learn from is referred to as “reverse mentoring.” While that notion may not sound like a great idea to everyone, reverse mentoring can have incredibly positive results. Even if your target market doesn't include those under 25, young adult mentors are worth considering. Here’s why…

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An Entrepreneur’s Guide to Vacationing in Stealth Mode

Entrepreneur’s guide to vacationingWhen you own your own business, taking time off can be tricky. You want to be the “go to” person for your clients; the one who is always there for them, at the ready to solve whatever problem they may have. You don’t want to miss calls from potential new customers; and announcing that you’re on vacation makes you look like a slacker, even if it’s the first holiday you’ve taken in a decade. The solution? Taking a vacation without anybody knowing you’re taking a vacation. Here’s how:

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April Showers Bring May Flowers – How to turn unhappy customers into promoters

april 2016 We all get complaints. No matter how great our products are, there will be those that are unhappy and eager to tell you about it. More importantly, they will also be eager to tell everyone they know, and that’s why you need to take a strategic approach to dealing with complaints. Here’s a four step plan to converting complainers into promotional advocates for your business.

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Beware the March Hare: 3 Steps to Great Marketing

3 Steps to Great Marketing

A timely comparison, the March Hare of Alice in Wonderland fame is described as “silly, ill-mannered, and loud;” all of the characteristics you want to avoid in your marketing. While the March Hare demands attention, gimmicks don’t give you the return on investment you can get with a less obtrusive, more logical approach. Here are the three basic steps that will earn the loyalty of your existing customers, and turn them into advocates for your products and services.

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