Insights topic
27 articles on this topic.
A seven-step system for using social media to produce business results rather than just likes: set goals, know your audience, build a content workflow, listen, publish, audit and handle service.
10 min read
Lessons for businesses selling commodities or near-commodities: respecting volatility, understanding risks, limiting losses, earning returns through turnover and building a brand customers choose.
10 min read
How small businesses build strong brands without big advertising budgets: a product worth talking about, kept promises, umbrella branding, creative consistency, community and purposeful publicity.
10 min read
How professionals, students and owners can build a personal brand that opens doors: visibility, expertise through writing and projects, professional networks, events and consistency.
10 min read
How to decide what your business will be known for: four kinds of customer value, the price–quality map, why positioning needs separate brands, and how each department must change to deliver it.
10 min read
A seven-part framework for small-business advertising: define the ideal client, write a magnetic headline, sell outcomes, state a unique proposition, offer a guarantee, show proof and ask for action.
10 min read
Use the five-A customer path to find where your marketing leaks: measure conversion from awareness to appeal, enquiry, purchase and advocacy, then fix the weakest stage first.
10 min read
Discount strategy for small businesses: good reasons to discount, fifteen discount types, the extra volume a discount needs to break even, and how to avoid training customers to wait.
10 min read
How a skilled professional can grow beyond their own hours: specialty, reach and products, detailed standards, audits, owned channels, licensing and a professional team.
10 min read
How gamification works in business: points, scorecards, challenges, leaderboards and rewards, designing loyalty programs that pay, using game mechanics with employees, and the pitfalls.
10 min read
Low-budget marketing for small businesses: customer appreciation, useful content, contests, testimonials, webinars, networking, local media, reactivating customers and partnerships.
10 min read
Practical market research for small businesses: what to learn about customers and competitors, surveys, interviews, observation, field trials, review mining, secondary data and honest answers.
10 min read
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