Managing Change to Grow

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2015, buying process, C-Suite executives, change, conversions, customers, digital age, growth, internet, Internet marketing, marketing, marketing mix, Marketing Sherpa, online content, research, results, sales, strategy, website

It’s January – time for the New Year’s resolutions and change.

Change affects everything in a business, from improving product offerings to streamlining operations. Just like other departments—from operations to finance to quality assurance—marketing also continues to evolve. In our digital age, marketing products and service is more complicated than ever before.

If you’re still marketing the old-fashioned way and waiting to send information to your customers, your marketing programs may prove less than effective.

Customers no longer wait for you. Engagement starts on the Internet when customers begin their research on your company, your competitors and your products.

Nearly 70% of the sales process is complete before a new customer ever contacts a company. This means by the time a customer comes to you, s/he already has hardened expectations. Customers have more control than ever before, and only want to hear from you when they have a need. They can avoid you by hiding behind technology. They can delete your information instantly.

If you wait until you have personal contact with a new customer to begin your marketing process, you may be too late. So how do you get in front and stay there when your customers have the control?

To ensure customers are reading the right content information, your website is ground zero. Consumers read and research, they ask around, and they analyze their needs against key stats and facts. Your marketing has to be focused and your technology flawless, and it must be available when your customer is ready to engage.

Customers look for three things in your marketing content:
1. Does your company have a product or service that meets their need?
2. Can you demonstrate what you do in a way that proves you are worth consideration?
3. Is your company easy to engage?

Customers will continue to drive their buying process deeper into the sales process. As a result, changing and improving your relevant on-line content marketing is more important than ever. How are you changing your marketing mix?

Source: Marketing Sherpa

 

Yes Virginia, Libraries Do Still Exist

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Agatha Christie, community, connect, Danielle Steele, freedom, funding, geek, imagine, internet, john saul, Judy Blume, libraries, library, library card, mark twain, reading, stephen king, V.C. Andrews

The library. It was my refuge as a child, and the one place where I could access the world. In elementary and middle school, not only did I discover Judy Blume, Mark Twain, Agatha Christie and V.C. Andrews, but also Stephen King, Danielle Steele, and John Saul. The library has everything!

The first libraries, dating back to Sumer in 2600 BC, consisted of archives of the earliest form of writing. Since then, libraries have gone through many reincarnations and struggles. A recent article in The Economist tells us, “… libraries in general are struggling. Americans tell pollsters they love them, but fewer use them.”

Today, the lower cost of internet use and the abundance of internet cafes and bars is one competition for libraries. Most never cross the library threshold again once those research papers are handed in. The William Penn foundation describes libraries as “gateways to opportunity,” but it’s difficult for people to see what’s there if they do not visit.

Libraries offer plenty. First, they’re free – all the printed and on-line books you could want. That’s a huge perk in a world where almost nothing is free anymore. Plus, the library is much more than just books. The library has resources and enrichment programs to serve the community – year-round and for all ages. Finally, libraries provide a place to stay connected with the community. In a world where interpersonal communication seems to be on a rapid decline, the library still promotes community events and personal interactions.

I just picked up my new library card and checked out a few books. If you need help finding your closest public library, try this link: https://harvester.census.gov/imls/search/

Celebrate the freedom to read.