Last week, I was talking with a prospective client about their marketing efforts. They offer a service targeted at business executives. And they assured me that they had LinkedIn, Facebook and Twitter covered. My question was why were they putting effort into social media when their target market are not high users of social media? Most business executives are not very active on social media. They see it as a distraction. If you want to find your prospects with the least amou

Do you know how much a new client is worth to you? When meeting with prospective clients, one of the first questions I ask is “How much would you pay for a new client?” And it is a question a lot of businesses have a challenge answering. Why is it important to know how much you are willing to pay to acquire new clients? This determines which types of marketing campaigns may work for you. Calculating the Value of a New Client To understand how much you are willing to pay for a

Do you find it hard to reach the right audience for what you offer? It is critical to successful marketing, because putting a great offer in front of the wrong audience is not going to get you new clients. Here are three fairly new ways to reach the audiences you want to reach. Reaching the Right Decision Makers If you are looking to reach specific decision makers in an organization for a one-on-one conversation, there is no tool more powerful than LinkedIn’s Sales Navigator.

A week or so ago, I was talking with my 11-year-old son about what I was learning in The Plant Paradox. It has a pretty extensive description of the ways our food production industry and personal care products are having a negative impact on our health. He was very interested as he likes biology and cares a lot about health. After taking it all in for a day or so, he said: “Sometimes, I wish I had not learned that.” And I know what he meant. The information can be overwhelmin