Marketing budget: forget the percentage rule
How much should you spend on marketing? Every business owner asks it, and the usual answer is a percentage of revenue. Spend five percent, or ten, or whatever number a blog post confidently states. It’s a comfortable answer because it’s simple, and it’s mostly useless, because it treats marketing spend as a fixed cost like […]
Segmentation: why one-size-fits-all costs you sales
Segmentation is splitting the people you market to into smaller groups that have something meaningful in common, so you can talk to each group in a way that actually fits them. That’s the whole idea. Stop shouting the same message at everyone and start saying different things to people who want different things. Most businesses […]
Omnichannel marketing and why brands fake it
Omnichannel marketing means treating all the places you meet customers, your website, email, app, social, physical store, support line, as one connected experience instead of separate islands. The promise is simple: a customer can move between them and it still feels like one conversation with one company that remembers them. That’s the promise. The reality […]