Pathfinder Marketing

What are people saying about your business? Too often we look to build our business from the inside out. Today's challenge: Look outside in. What do your customers say about you? Reviews and online sentiment are measures for pleasing customers but what if we dove deeper into what your customers are thinking about their interaction with your business? Everyone wants to be a leader in their space. Thankfully, technology today can unpack the clues we can use to guide marketing efforts and transform our business. The result can put your company on the leaderboard every time. Want a customer sentiment audit for your business? Reach out to me for a free assessment.

Resist the urge. Technology allows us to have insight into our competition. We see their positioning and messaging evolve in real-time. And if we're looking close enough, we can uncover the strategy behind their public persona. ???????? ???????????????????? ???? ????????..... ?????????? ?????? ?????? ???? ???????? ????. I see marketers doing this all the time. The "???? ??????" urge kicks in and suddenly your company talks about the same things to the same audience. To combat that idea, companies need to know what differentiates themselves from others in the market. Knowing your brand, and crafting your company "script" is your competitive advantage. Like the script for a movie, your company needs a playbook that identifies voice, tone, characters, and messages. You need supporting audio, video and imagery that sets your company apart telling your audience exactly what makes you unique. I work with companies to stand out, not blend in. My three principles, have helped large and small companies get ahead of their competition. ? Know yourself ? Show yourself ? Wow your customer If your business is in dire need of a refresh, I can help. Message me to learn how. #marketingtips #competitiveadvantage

What is your marketing credit score? As the fiscal year comes to a close for many companies, it's a perfect time to reflect on your marketing efforts. Have you ever thought about what your marketing effectiveness score would be? Similar to a credit score, your company's marketing score should be based on key factors for your business. Identify four to five factors that are crucial for marketing success in your industry or niche. Examples might include: 1?? Reach - Not just impressions. Know if you are reaching the right audience. Often the algorithms will answer this question for you, but you have to be on the lookout. 2?? Resonates - Did your creative connect with your ideal audience emotions, values and interests? Be iterative in your creative process: test visuals and messages. Ask for feedback from customers. 3?? Conversion - Have your conversion goals set in advance of any marketing effort. Not to be confused with close rates, conversion rates measure whenever you move your audience to act. 4?? Feedback - Do you have a consistent and measurable form of customer feedback? Are you monitoring it for trends and communicating with stakeholders? Whether you have an in-house marketing team or you're utilizing third-party services, keep these measurement tools in mind. Once you've measured how well you did, prep next year's budget with this knowledge: ? Customer acquisition cost ? Lifetime value of your customer These two critical pieces of financial data will help you know where to spend your money and score yourself next year. So, how did your marketing score do this year? Give yourself a grade in the comments. #marketingeffectiveness