Everybody Talks – But Are They Saying Good Things About Your Company?

everybody talks with filled-in bubbles for Cindy's blogThis guest blog comes from Cindy Gordon of Culture Shock Coaching.

What would life be like if a significant part of your business growth came from customer referrals? How would that impact your marketing and sales costs?  How would it affect your life?

According to a study by the Chief Marketing Official Council approximately 50% of marketing funds are spent to build brand awareness. If a company’s target market is not familiar with either your company or your brand, more marketing will be needed.

Yelp – an online local business review website (yelp.com) had 138 million monthly unique visitors in Q2 2014 and over 61 million local views written. Studies show that . . .

Referrals are the Utmost Importance in Determining who a Person Will Buy From

We all lead busy lives and yet our society is compelled to take the time to share information about businesses they have dealt with – for better or worse. Therefore, it is vital that business owners ensure that the experience a customer has with their company is not just positive, but memorable.

My husband and I went to the Different Pointe of View restaurant in Phoenix to celebrate our wedding anniversary.   From the phone call to make our reservation, to our departure after dinner, the level of customer experience was off the chart.  It was so evident that the customer experience was finely crafted and expertly executed.  They made sure the staff knew why we were out for dinner and took care of us to make us feel like honeymooners.

They touched into our emotions without making the experience cheesy or uncomfortable. Our every need and want was anticipated and very gently and inconspicuously tended to. We’ve both shared our experience with many people and now I am including it in a blog post. That’s being memorable!

How Can You Create a Memorable Customer Experience?

  1. Understand Your Market’s Needs – not just the logical but the emotional needs.
  2. Know your Competitors – what are your competitors doing and where are the gaps that can be filled by your company to enable you to stand out?
  3. Consciously Define your Corporate Culture – What is our purpose? What are our values and what are the behaviors we must demonstrate to communicate our values?
  4. Strategically Create a Customer Experience Based on your Intended Culture. Get your employees involved since they are usually the ones dealing with the customer.
  5. Regularly Evaluate the Customer experience through Observation and Customer Feedback.
  6. Continuously Raise the Bar, Step Outside the Box or Better Yet, Realize there is No Box!

There are no limits to what you can bring to your customer experience. The more you differentiate yourself in a consistent and positive way, the more people will want to deal with your company.  People will want to share their story and your referrals will soar.

cindy-gordonCindy Gordon is the owner of Culture Shock Coaching, LLC.

She works with small business owners to create a strong corporate culture and high levels of employee motivation to generate corporate growth, improve employee productivity, and alleviate stress from the business owner.

You Are invited to Hear Cindy and 8 other Business Experts at . . .


Mastering the 4 Essentials to Business Success:
Marketing, Sales, Finance, and Human Resources

October 2 and 9
Phoenix, Arizona

Register Here

The Best Place to Spend Your Marketing Time and Money

This guest blog comes from Tracy Diziere of Tracy Diziere & Associates.

content marketing strategy for small businessIf you’re a small business owner with a limited marketing budget, where should you first focus your marketing efforts?

Should you start with a blog, social media, video, email, print, etc.?

Sounds like a daunting challenge, but in fact the answer is easy.

None of the Above

It’s easy–and tempting–to fall into the trap of starting with a task-based approach to marketing. This may give you a quick jolt of accomplishment from crossing an item off your endless “to do” list. But more often than not, that’s the only result you’ll get!

If you haven’t first mastered the basics and developed a strategy, whittled it down to specific goals and then mapped tasks to those goals, you will probably miss the mark and waste a lot of your time and money.

Have you ever produced marketing content (web, email, video, blog posts, social media, etc.) without first figuring out the right offering, the right message based on the right data, for the right market, to solve the right problem, at the right time, using the right media, and the right call-to-action (sigh!), and then wondered why you didn’t get the right result?

Take Heart. You’re Not Alone!

Granted, it’s not as easy as a to-do list item.

But developing an overall strategy (and specifically a content marketing strategy) is a critically important first step to ensuring your marketing success and your business’s growth.

So how does a small business owner create a content marketing strategy?

While a Google search may appear to provide “the Answer,” a word of caution first . . .

Much of the information on content marketing strategy and planning isn’t created with you – the small business owner – in mind.

Most small businesses don’t have the same challenges that mid- to large-sized businesses do (such as “creating executive buy in” and harnessing “big data”), nor do they have dedicated content marketers in-house. And becoming a brand publisher like Red Bull or Coca-Cola (among others) is NOT likely to happen.

Does it All Sound Overwhelming? Here’s the Good News:

On October 2, at the Bottom-Line Boot Camp, I’ll lead you through the process of defining, updating, or shoring up your foundational marketing elements, preparing you to use existing channels (web, blog, social media, etc.) more effectively, produce compelling content to create sales conversations, and work with current (or future) specialized marketing services providers–without losing your mind, blowing your budget, or jeopardizing your success.

And, if you do the work, you’ll walk out of this event with a clear vision of what you need to do to develop your content marketing strategy–and grow your business as a whole.

tracy-dizereTracy Diziere is passionate about helping Arizona B2B companies meet their marketing challenges with strategic thinking and results-driven, research-based solutions. After almost 20 years in the workforce, primarily as an in-house marketer for large entities and small private companies in the professional services and software development/SaaS industries, she founded Tracy Diziere & Associates (TDA), a marketing consultancy to advance strategic initiatives for marketing-savvy small business owners, entrepreneurs, and intrapreneurs. TDA’s clients gain clarity, focus, and direction to achieve the market position, confidence, and stability they desire from scrutinized product development, brands that resonate with their markets, focused investment in the right marketing activities, and lead-generating communications and content. Learn more at www.tracydiziere.com.

You Are Invited to Hear Tracy and 8 other Business Experts at . . .


Mastering the 4 Essentials to Business Success:
Marketing, Sales, Finance, and Human Resources

October 2 and 9
Phoenix, Arizona

Register Here