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Is your website search engine a random web page generator?
Photo credit: The Shifted Librarian
Harsh question, I know, but the search results for many website search engines appear almost random. The reason I am familiar with this situation is because clients often ask me for help. They usually start by telling me that their search engine stinks. Now, sometimes it does, but not usually. More frequently, they haven’t done anything except install a search engine. That works about as well as just installing a CRM system. If you just let your search engine lay there, don’t expect to like the results. Read the remainder of this entry »
Do you speak your customers’ language?
Eoto credit: EuroCrisisExplained.co.uk
It’s funny to me how so many organizations across so many vertical industries—from nonprofits to technology—share the same issue of not speaking their customers’ language. What do I mean by that? I mean employing tone, a voice, jargon, value propositions and marketing messages that just do NOT resonate with the people you most want to connect with. Read the remainder of this entry »
The secret of radical innovation starts with roadside bathrooms
Credit: Seth1492
What does innovation look like? Is innovation something that only big companies like Apple and Google can do? Absolutely not! Innovation is simply finding a way to provide a “little something extra” to your customers with things they value. Every organization can be innovative. Read the remainder of this entry »
How to think about differentiation for your business
Photo credit: Rev. Xanatos Satanicos Bombasticos (ClintJCL)
I read about this last summer, but one of my daughters called it to my attention again–a restaurant in Los Angeles that offers a 5% discount for tables that turn in all their cell phones for the duration of the dinner. So, instead of jamming cell calls and other onerous ways of forcibly stopping people from using their favorite screen, this establishment is going for something different. It’s very smart and there is a lot that we can learn from their approach, regardless of what business you are in. Read the remainder of this entry »
How do I avoid unsubscribes?
Photo credit: incurable_hippie
Someone from a recent speaking event asked me about something he is quite concerned about. He has built up a small following on social media and has an e-mail list, but he has never done much content marketing to take advantage of these “opt ins” that he has amassed. He’s never taken advantage for a very simple reason: he doesn’t want to annoy his customers and prospects. He is afraid that once he starts selling, he will get a slew of unsubscribes. How can he avoid that while still being relevant to his customers? Read the remainder of this entry »
