Best of 2017: Looking Back at Our Top 10 Blog Posts of the Year
I’m one of those people on LinkedIn every week, looking at status updates, news articles, profiles of connections, searching for potential referral partners and more. And I can say, with proven consistency and honest conviction, the role in companies that need the MOST help on LinkedIn is the CEO.
I mention this to most CEOs I meet, and often they reply:
“LinkedIn is not important because I have a great job. I’m not looking for a new one.”
Often CEOs are removed from the day to day marketing efforts and have a hard time knowing for sure if the investment in marketing is being spent wisely or not. Not to mention that marketing tactics are changing faster than most people can catch up, how can you possibly know if you are spending the money in the best way possible today, even if you were yesterday?
Here’s 8 questions that every CEO can ask their team to help identify where improvements need to be made.
If you’ve ever seen the movie Field of Dreams starring Kevin Costner, you will undoubtedly remember the famous line, “If You Build It, They Will Come”.
In the movie, Ray (Costner) hears voices from the cornfields in Iowa, where he was told to build a baseball field so the 1919 Chicago White Sox could play baseball.
Many CEOs believe that once they hire marketing resources for the company, their responsibility to marketing is over —but that can’t be farther from the truth. As a matter of fact, the CEO probably has the most critical role of all when it comes to marketing the company.
That’s because their influence affects everyone else. Using that influence to not only understand how to help, but also act upon it, can multiply the results their efforts produce.
But wait a minute (you might be saying). Marketing is not the primary role of the CEO, right? I mean, when does a CEO have extra hours to help their company with marketing?
If you’re of a certain age, even if you don’t want to admit it, the words “Knowledge Is Power” bring back memories of a favorite Saturday morning cartoon called Schoolhouse Rock.
Schoolhouse Rock had fun, catchy jingles designed to help kids learn the basic laws of grammar, math, government, and history. I loved that series so much that my kids have it on DVD…and they love it too!
Dear Professional Salesperson:
Can we speak candidly for a moment?
You are awesome. You’re a Rockstar. You are kicking it DAILY. Beating quotas. Taking down your competition. Running your race with honor, medals, and awards. Confetti flying in the air. You are moving your product and/or services forward in the market. You are getting it done.
You’re a salesperson. It’s your job. Your passion. Your life. I get it. I am cut from the same cloth. I love to sell. I love to lead sales teams. I love to crush quotas and win awards. I love it when we win against our biggest competitor.
What do you think your prospects and existing clients hear from your company? I promise you that they hear more than just what your sales and operations people are saying to them.
As a matter fact, they’re “hearing” more than you may even know.
You see, your prospects and existing clients are also paying attention to what you’re not saying. And they also notice what you’re doing and not doing. And they see those inconsistencies between what you say and what you do even when YOU don’t.
Swish, gargle, rinse, repeat. That’s a familiar process.
Our whole lives are filled with routine familiar processes. Commuting to and from work is a process. Preparing dinner is a process. And so is washing the dishes after dinner. Going out to eat is a process we use to avoid the process of washing dishes.
The routine processes in our lives exist because they are proven patterns of behavior that efficiently accomplish our goals. In business, a documented process that allows you to efficiently deliver a consistent customer experience is the key to success and profitability.
It was 2008 and I was starting my own business. Not on my own accord mind you. The engineering firm I was Marketing Director for had a downturn due to the economy.
Anyways, after a little over a month of owning this new “marketing firm” (AKA me), I was able to land my first project. I was so excited. The job was so big, I was actually able to purchase a new computer to do the project on, and I had no idea how I was going to get all the work done.
Steady flow. Qualified leads. Sales pipeline. If you’re a business owner, those three phrases are a major key to your success. They describe the essence of lead generation. It doesn’t matter what type of business you own or manage. Having a steady flow of qualified leads in your sales pipeline (or sales funnel) is much better than suddenly being inundated with too many requests for products or services that all need to be fulfilled immediately. That concept applies to both business-to-consumer (B2C) and business-to-business (B2B) companies.