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Marketing strategy

A business man in a santa hat, with the caption, "Yes, it's a bit late to be thinking about your holiday planning. But all may not be lost..."

Help! I forgot to plan for holiday marketing! What now?

It’s common marketing knowledge that you should start your holiday season marketing planning as early as August. And if you need to bring in inventory to support it, you should have really started planning right after last year’s holiday season. And common knowledge here is correct – you absolutely should plan early. But, as with many marketing best practices, starting really early isn’t always realistic for smaller businesses, especially those struggling with their marketing function. (Hey! Need help with that?)...
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A spilled penny jar, with the caption, "How do you pay for your marketing budget? Pro tip: make your marketing plan as efficient as possible."

How to squeeze the very most marketing out of your marketing budget

  For those of us not blessed with a Coca-Cola sized marketing budget (oh, the glory!), one of the most pressing questions we ask ourselves is how we can get more marketing for less money.  If 100% of your marketing budget was easily quantifiable by ROAS (Return On Ad Spend), this would be a non-issue, of course. It’s emotionally pretty easy to increase the budget on a program that has a positive ROAS – meaning it’s bringing in more revenue...
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A woman puts electrodes on a young man's head, with the caption, "Constantly and thoroughly testing is the fastest route to marketing success."

Marketing best practices: the importance of testing

We recently put together a social media marketing campaign for a client. When I reviewed the ads with her, she (very nicely) let me know that while she loved half of them, she didn’t think much of the other half.  I wasn’t surprised. I hadn’t expected her to like them. But I also wasn’t about to throw them in the trash. And here’s why: we’d deliberately put together ads that didn’t look like all their other marketing efforts to test...
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A young woman with her head in her hands, and the caption, "Your marketing team might not tell you if they're in over their heads. But you can help if you know.'

How to tell if your marketing team is up to snuff – and what to do if it’s not

As a business owner, it can be tough – especially if you don’t have a marketing background yourself – to get a really good idea of how well your marketing function is, well, functioning. Or how to figure out where it’s going wrong. We see this question come up a fair amount, because we specialize in helping growing companies take the next big leap. And you usually start to experience challenges with your marketing function when you’re trying to grow...
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What are value propositions and why should you care?

Like many snazzy marketing terms, “value proposition” is a fancy way of saying something that is actually really very simple. In a nutshell, a value proposition is the reason why someone would buy your product or service.  Of course, like a lot of simple things, you sometimes need to put a good deal of thought into your value proposition(s). More on that in a bit, but first, let’s talk about why you need ‘em. Why do you need a value...
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