Marketing Strategy

Converting Online Conversations to Offline Sales – A New Book for Small Businesses, Out Oct 28

It’s never been easier for small businesses to establish themselves as a reputable business on the web. Leverage social media, search engines, and online reputation in the right way, and your mom and pop shop down the street can outrank the largest big box store in search results, word of mouth, and social influence.

I spent the first half of 2013 writing The Small Business Online Marketing Handbook with our customers in mind – small business owners who were exceptional at delivering the goods or services they set out to deliver when they set up shop. What we at Demandforce have found time and time again is that these passionate and hard working people are so busy running their business that they are simply looking for the black and white onramp to owning their reputation online. The thing is, it’s not black and white. And while it doesn’t happen overnight, this book will help get you there faster.

In this book, I focus on getting small business owners the foundational knowledge necessary to jump right into establishing their business’ online reputation so they can influence all those online browsers to take the leap of faith and walk give their business a shot.

You can preview some pages on Amazon, and pre-order today. The book will be available on October 28.

Bringing The Brand And Brand Promise To Life Is A Big Piece Of Customer Experience

Given Apple’s various announcements yesterday, I thought it’d be nice to republish this blog post highlighting Apple’s brand promise.


When you see a brand logo, what sort of expectations come to mind?

Let’s take a look at Apple, a brand that successfully brings the brand promise to life in all incarnations of the experience. When you think of the way Apple delivers on its experience, do you agree that they focus on these three things? (more…)

Customer Experience Truth #13 – Even In A 100% Online Business Model, There Are Still Key "Offline" Experiences You Need To Address

Business who are 100% online have a nice list of advantages over off/online businesses – they have full control over the shopping experience. No part time employees to train. No brick and mortar rent to pay. No ability for an angry customer experience to negatively impact other people who happen to be in the same space at the same time. You don’t get off so easily, however. (more…)

Great List: Web Marketing Facts You Should Know

If you’re in marketing, social media, or just a regular small business trying to figure out where to focus your resources, this is a must-read list from Junta42:

Some stats that stand out, especially for small business:

  • 62% of search users click a link on the first page of search engine results.
  • 77% of search users choose organic over paid listings when searching, 67% choose organic search when purchasing. (more…)

Why Are You Performing A Gap Analysis? Everything Is Great!

The first thing I do when I step onto a new project is get a sense of what the real story is. And, as is the case most of the time, the real story is lurking somewhere 15 feet below where you thought you were walking. This real story is where things are a bit murkier.

For many consumer goods, that often means focusing on the product itself, along with a heavy dose of branding to continually affirm the “feel good” warm fuzzies. When it comes to a B2B customer/vendor relationship, things get a little more complicated. (more…)