Question of the Month: How do I Segment My List?

Segmenting your list is an opportunity to leverage what you know about your contacts so that you can customize messaging and provide relevant content that drives action. Here are 9 things you need to know: How it works – The primary method of segmentation comes by putting people on different lists, but there’s also tagging which allows for further segmenting within a list. You can have people on more than one list, since you’ll likely slice and dice your list in several ways. Start with a spreadsheet – One of the easiest ways to manipulate data is within a spreadsheet.
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Question of the Month: How Can I Get More Referrals?

Each month I will answer a question asked during one of my seminars, that has come up in conversation with clients or comes directly from my readers. This month’s question has to do with finding more referrals. For most businesses, referrals just happen, with very little rhyme or reason. In this post I share with you a more systematic approach that will put intention into your efforts of increasing referrals. 1) Provide an outstanding customer experience. Take the time to review your customer experience using the Duct Tape Marketing Hourglass. If there are some things that you need to fix
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7 Tips to Kick-Start Your Marketing

Most of us small business owners wear several hats, including marketing. And the reality is that marketing is not often enough put at the top of the priority list. Do you relate? Whether you need a little push to get going again or if this is your first time taking marketing seriously, I hope you’ll find these tips helpful in making your marketing efforts more effective. 1) Set aside time for marketing – Block out time on your calendar to “schedule” time for marketing; even two 30-minute increments per week can make a difference. 2) Reach out to past customers
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8 Tips to Choose Tools to Simplify your Marketing

“Life is too complicated to add marketing to my to-do list.” I hear this a lot when I talk to people about marketing for their business. I get it. Even though I market small businesses for a living, I can sympathize. There are so many tools available to the small business owner that it’s no wonder we get overwhelmed. (And yes, I do too.) To further complicate things, many of the tools have a free version. Even when I know what I should do, actually getting it done is a challenge. Read more to learn how to make sense of
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5 Things to Consider when Choosing a Social Media Channel

When I talk to audiences about social media, I often get asked how to decide which social media channel is the best choice. And my answer is, “It depends”.  The question used to be more along the lines of “Do I have to be on social media for my business?” In 2013 we know that: Social media is here to stay Social media can drive business When done right, social media builds relationships that in turn into sales Social media takes time to grow but doesn’t have to take all your time So, how do you decide where to invest
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Beware of Dark Rabbit Holes… and How to Avoid Them

Have you ever started to write a blog post and found yourself falling down a dark rabbit hole? I recently did and got very frustrated. What I thought was going to take a few minutes of online research took far longer than I thought it should. And somehow I ended up farther from my answer than I was at the outset. There was just too much information available and too many distractions, and they sidelined me. Rabbit holes don’t have to relate to internet surfing. They can also be caused by trying to do a multi-step task such as posting
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Favorite Tools and Apps – Part 3

In this issue I share three tools that I use daily to keep my business running smoothly. You should consider using them to simplify your marketing. Cloud-based CRM – There are many on the market today, and you can find one that meets your needs. First, if you’re not using a CRM (Customer Relationship Management) system to manage your relationships, you’re missing out on a powerful tool. We know that nurturing relationships is critical, and a CRM is the primary tool to manage and track relationships with prospects, customers, partners and anyone you come in contact with for your business.
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Crying Wolf A Dangerous Marketing Tactic

I pass by this rug shop every day. Sometimes several times per day.  They have signs up in the window that suggest that there are rock-bottom deals to be found because the bank is forcing them to liquidate their inventory. Alas, I’m not buying it, and neither are my friends. And the reason is that I don’t trust them. Why? Twice in my recent memory the shop promoted its “Going Out of Business Sale”. It must have been so successful that they saved themselves from actually closing the doors. Twice. I accept that it’s got to be hard to be
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Favorite Tools and Apps – Part 2

I’m back with a few more tools and apps that are making my life easier. Bacon folder – This is one I owe to my friend and colleague Rosie Taylor, who shared this with the Duct Tape Marketing Consultant network this past week. A bacon folder is just a term to define how you can clean up your inbox and send like messages to a folder for later reading. In using Gmail, which uses labels vs. folders, I set up a path for email from specific senders to go to the same place (or have the same label). That way
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Working ON vs. IN Your Business

Distinguishing between working ON and IN your business is important when considering how to spend your time. Working IN the business is working much like an employee would. From sales efforts to serving clients to paying the bills to managing employees, these are all things that you could hire someone to do. Working ON your business requires more thought and is what enables an organization to grow. It’s the type of work that is not easily delegated, and for good reason. Working ON the business includes tasks such as strategic planning, building strategic relationships, building and installing systems, hiring key
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