Tag: fundamentals


Nov

14

2014
K-12 Marketers:  How to Keep Productive Nov thru Jan

K-12 Marketers: How to Keep Productive Nov thru Jan

When marketing to K-12, the timeframe from Thanksgiving through New Years can be a challenging time to get the attention of educators. So what do K-12 marketers do when our outbound calendars are lean? Retool the website.   Your website is the living, breathing, and very public billboard for your company. Lift up the hood and take a good long look at it, and adjust...

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Oct

22

2014
7 Reasons Why Price Matters.  A Lot.

7 Reasons Why Price Matters. A Lot.

Pricing a product or service “right” is among the most difficult decisions that any company makes. Pricing is a choice, and one that carries enormous ramifications. The “right” price is highly subjective but essential to achieve your business goals. Don’t slap a price on your product and see what happens. Think long and hard about it. Then think again. Here are 7 reasons why: Your...

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Sep

15

2014
Get your leads out of the cold.

Your List: Your Business Lifeline

Hopefully your company has well-defined processes to develop and collect qualified contacts, leads, customers, and anyone in your target market with whom you want to communicate. If not, now’s the time. Prospect and customer list development and management goes right up among the most important business development projects you can undertake. Just as with social media, your outbound communications will be wasted if the network...

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Aug

22

2014
Your blogging workstation.

Should You Blog for Business?

It’s another in a line of naggingly tough questions.  What color to paint the house?  How can such a small toddler make such a big mess?  Should my business have a blog? No easy answers.  But if you determine that it makes sense to take the plunge and become one with the blogosphere, the benefits can be significant.  Here are five reasons why you should:...

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Aug

13

2014
August is the launching pad for the entire year.

Now’s the Time to Build Awareness

As I post this, it’s mid-August. We escape the remaining dog days at the pool, the beach, and maybe even in air-conditioned offices. But if you market products or services to K-12 education, then now’s the time to build awareness. Now’s when you announce to the market who you are, why you’re special, and what makes your products so amazing. Since K-12 education mostly purchases...

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Jul

14

2014
A top-down, bottom-up market approach.

Outbound Marketing to K-12 Education: Top-Down, Bottom-Up

For those of you who are veterans of selling and marketing to K-12 education, you already know what a challenging market it is. It’s a place where purchasers, influencers, and users are a tangled and confusing jumble of business office staff, administrators in district offices and at the school site, and classroom educators. It’s a market that differs from state-to-state, and each district may have...

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Jun

29

2014
Your Personality is Showing.

Your Personality is Showing: Don’t Let Boring Messaging Kill Good Marketing

Regardless of what you market, from ball bearings to particle accelerators, you communicate with people, not companies. People don’t want to be talked at. Like you and me, people want to be talked to. We don’t want to hear another blatant sales pitch. We want to know that our needs are understood and can be met. And we don’t want to be bored. Having a...

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Apr

18

2014
The Recipe for K-12 Marketing Success

The Recipe for K-12 Marketing Success

Is there a single recipe for K-12 marketing success? All businesses are different, and so are the nuances of what they need to do to succeed. But there are definitive foundational elements to building, maintaining, and running a top-flight company whose marketplace is K-12 education. What follows is a list of what’s important to successfully do business in K-12. Or in any marketplace, for that...

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Mar

23

2014
Social Media & Caveman’s Fire:  The Evolution of Social Media

Social Media & Caveman’s Fire: The Evolution of Social Media

Among the leading questions I’m asked is “how do I best take advantage of social media for my business?” And there are good answers to that question. Creating content is one. Building relevant networks is another. But what I’m finding is that the real question I’m asked is “what the heck is social media, really? And please help me to make some sense of it!”...

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Mar

07

2014
It's always time to buy.

Use Consumer Tactics to Enhance Your B2B Marketing

  Business and professional markets respond to the same tactics used in consumer campaigns. People at work are still people. There’s no such thing as marketing to institutions, only people, and they’re very much consumers too. And what works, well, works. But wait, there’s more! Certainly, not every consumer tactic will get results. But specific tactics that you should consider include….. — The timed offer....

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