In the previous post in this series about how to be more strategic, we talked about how you need to understand your market (including your competitors), customers (including using buyer personas and understanding the triggers behind decision making). We also looked at how you also need to conduct a thorough Read more…
All businesses want their marketing efforts to be more strategic. The problem is that, for many of them, the day-to-day demands take over. Taking the time to think about what they want to achieve and why is pushed to the side. At most, they do it once a year, when Read more…
We have spoken about the benefits of doing a SWOT analysis to understand your strengths, weaknesses, opportunities and threats. We have also discussed how you can use the results of a SWOT analysis to build a TOWS analysis that fleshes out the strategic options available to you. Now it’s time Read more…
A SWOT analysis is a great way to get an idea of where you stand. It gives you a good snapshot of your current situation, but it has its limitations. For example, a SWOT analysis doesn’t tell you how you should proceed. To take things further, it’s worth investing a Read more…
Anybody who has ever written a business plan knows that carrying out a SWOT analysis is a standard part of the process. Whether your purpose is to build your personal brand, start a new business or take stock of where you are with your current one, a SWOT analysis looks Read more…
Many companies are using 2D persona cut-outs these days, an approach that has limited success. But you can really get some amazing results from your buyer personas if you take the time and effort to dig a bit deeper than everyone else when creating them. What is so amazing about personas? Read more…
I’ve been teaching a marketing metrics course recently. It’s a great opportunity to reflect on concepts that I often take for granted, topics that I am familiar with but don’t think about much in my day to day. For me, one of them has been statistical analysis. I took several statistics courses back at university as Read more…