The Marketing Advantage

Connecting You with Your Customers

Archive for the ‘Management’ Category

Growing Your Consulting Practice

Posted by advantagemarketing on September 25, 2014

Growing a Consulting PracticeIf you run your own consulting practice then read “Growing Your Engineering Consulting Practice” from Chemical Engineering Progress magazine for practical advice from established, successful consultants.

Smart moves for your consulting practice

While the article was written for chemical engineers who run consulting firms, it can help any professional who wants to grow their consulting firm. You’ll find out why it’s important to:

  • Delegate so you can focus on growth
  • Align your growth plans with your company’s philosophy
  • Tell a compelling story about your company’s brand
  • And more!

Is your consulting practice in growth mode? Tell us about your successes and challenges in the Comments section!

Need help growing your consulting practice? The experts at Advantage Marketing will review your consulting practice and provide advice you can use immediately. Contact us today!

Posted in brand building, Business, Chemical Engineer, Consulting, Management, Marketing, Professional service firm marketing | Tagged: , , , , , , , , , , , , , , | Leave a Comment »

Crush the Competition in 2014

Posted by advantagemarketing on February 6, 2014

Small Business Workshop

Join us in March for these workshops, which will help you get your business in order and crush the competition in 2014!

Join me for an expert panel discussion and workshop to learn what you can do to better position yourself for GROWTH!

Our panel of experts will share valuable tips and tactics to help you shape up and grow your business in 2014.

You will learn how to:

  • Use business planning and bank financing to take your company to the next level;
  • Put more clients in your sales pipeline with the latest proven marketing strategies and tactics;
  • Better predict and protect your business from legal risks;
  • Take practical steps to grow and protect your business and personal finances

You’ll come away with priorities and action steps so that you start growing right now!

 Best of all – the workshop is FREE!

You will also have the opportunity to network with our experts and other business owners over complimentary refreshments. Seating is limited, so register now.

Join Us at One of  Our Three No-Cost Workshops:

March 6, 2014
6:00PM – 7:30PM
Location: ConnectOne BankRegister now
142 John Street
Hackensack, New Jersey

March 7, 2014
8:30AM – 10:00AM
Location: The Grain House
Mt. Kemble Avenue/Rte 202
Basking Ridge,  New Jersey

March 10, 2014
8:30AM – 10:00AM
Location: Commerce & Industry Assoc of NJ
61 South Paramus Road
Paramus, New Jersey

Our Expert Panel

Felicia Garland, CFP®
Financial Planner
Greenberg & Rapp Financial Group, Inc.

Jason Meisner, Esq.
Partner
Coughlin Duffy, LLP

Loraine Kasprzak, MBA
Managing Director
Advantage Marketing Consulting Services, LLC

Lisa Wagner
Vice President, Business Development
ConnectOne Bank

We have limited space, so please register in advance of your chosen session.
Register Now!

Posted in Business, Entrepreneur, Management, Marketing, Networking, small business, Traditional marketing | Tagged: , , , , , , , , , , | Leave a Comment »

Being Ethical Is Good Marketing – and More

Posted by advantagemarketing on January 28, 2014

ethics is good business

Companies who do business ethically experience a host of benefits, including greater profitability

Companies that live and breathe good business ethics experience several benefits, according to research reported in Consultants News (11/05/13). Such benefits include

  • Goodwill and a strong reputation among customers
  • Reduced risks and costs
  • Expanded access to capital
  • International respect
  • Improved recruitment leading to lower retention costs.

The most significant benefit might be better financial performance, especially over the longer term. The World’s Most Ethical Companies report reveals that the most responsible S&P 500 companies out-perform those regarded as less responsible.

The UK’s Institute of Business Ethics found that companies with a defined commitment to doing business ethically had profit/turnover ratios 18% higher than those without a similar commitment. The Institute also reported “a direct association” between companies that train their staff in business ethics and their financial performance, as compared to those that simply disclosed ethical values.

Investors also seek companies that are committed to acting ethically. So-called socially responsible investing in the United States has expanded by 486% since 1995, while the remainder of U.S. assets grew by only 376%. Companies that fail to incorporate ethics may face penalties and a damaged reputation, the impact of which can be severe and unexpected when unethical behavior occurs.

The bottom line? Ethics shouldn’t be something you last pondered in a college course. Your company should have an ethics strategy and offer training that guides behavior and actions. Committing to acting ethically is some of the best marketing your company can do.

Posted in Business, Ethics, Management, Marketing, small business, Thought leadership | Tagged: , , , , , | Leave a Comment »

Dos and Don’ts of Content Marketing

Posted by advantagemarketing on September 17, 2013

content marketing

Content marketing can be more cost effective than advertising, IF you learn the Do’s and Don’ts of effective CM.

The Financial Post ran an excellent column online about the do’s and don’ts of content marketing. If you’re still unfamiliar with this type of marketing, think of it as continually providing interesting and helpful content such as FAQs, white papers, online communities, etc. to your prospects. Such content is not an overt, pushy sales pitch and can be more cost effective than traditional advertising.

According to The Content Marketing Institute (CMI), 91% of B2B Marketers and 86% of B2C marketers already use content marketing (CM) in their marketing mix. CM is meeting the needs of today’s demanding customers, according to the article. Google research finds that consumers require twice as many sources of information before making a decision today than they did just  a couple of years ago. Roper Public Affairs, a research firm, found that 80% of business decision makers prefer to get company information in a series of articles versus an advertisement, while 60% say that company content helps them make better product decisions.

The article reports that some companies such as Xerox, McDonalds, and Open Text are scoring big wins with CM. Other firms aren’t so sure their efforts are paying off. A CMI survey of 1,400 companies found that only 36% of respondents considered their CM initiatives effective.

One big difference between CM and traditional marketing tactics is that CM is NOT a quick hit. It requires an investment of time and effort, not only by the marketing team but by the experts in your firm. These folks, because of their knowledge and experience, are often your firm’s busiest professionals, even before you load them up with CM tasks.

To maximize CM’s benefits, you would be wise to heed the article’s dos and don’ts:

Dos

  • Focus on the objective – CM should be about inciting readers or viewers into doing something desirable like purchasing a product or requesting a quote.
  • Have a systematic process – Organizations should cultivate, track and engage customers through their CM journey. To drive efficiency, marketers need to ensure they are using and measuring the right metrics like leads by content, on page conversions and share ratio by content.
  • Maximize SEO – To maximize CM’s impact, companies should periodically refine their search engine optimization programs including keyword choice and site design.
  • Stress quality – Poorly crafted and executed content can detract from your CM program and brand image. CM benefits from an iterative approach that regularly explores customer preferences and tests out new creative executions.

Don’ts

  • Choose the technology first – Technology is an enabler not a strategy.  Get the right structure, people, and value proposition in place before choosing any CM tools.
  • Under-invest – Producing quality requires the right people and resources, as well as a creative license.  CM capabilities need to be nurtured for long-term success.
  • Ignore organizational implications – Leveraging CM requires the buy-in and collaboration of many parts of the company to unlock key knowledge.

Do you want to learn how CM can help your firm get more from its marketing investment? Or are you wondering if you’re doing content marketing right? Contact us or request a complimentary Marketing Assessment today.

Posted in B2B marketing, Business, content marketing, Management, Marketing, Marketing Trends, small business | Tagged: , , , , | Leave a Comment »

Twitter’s Been Hacked. Don’t Leave Yourself at Risk

Posted by advantagemarketing on August 23, 2013

If you use social media sites, make sure you aren’t putting yourself at risk!

Twitter hacked

Take these steps to protect your social media accounts

Various media sources have reported that Twitter was recently breached and login credentials for 15,000 users have been leaked.  The leaked information included user IDs and associated tokens, which are used to connect Twitter accounts to third party applications.

If you have a personal Twitter account:

  • Change your password as soon as possible.
  • Consider updating your account settings to revoke third party application access.
  • If you use the same password to access other social media sites or emails accounts, change those passwords too.
  • Use different passwords and employ a complex password, that is, one that includes letters, numbers and symbols.

Be wary of suspicious emails asking you to supply a password or other information.  It may likely be a phishing attempt.

For more about phishing and scams, read Social Media’s Dark Side.

Posted in Business, Consulting, Management, Marketing, social media and phishing, Social media marketing, Twitter | Tagged: , , , , , | Leave a Comment »

More Career Corner Insights: Transitioning to Management Successfully

Posted by advantagemarketing on July 24, 2013

June Career Corner column1In my latest Career Corner article for Chemical Engineering Progress magazine, I share my experience and that of other chemical engineers who transitioned from a senior engineer’s position to a managerial role. I also interview Mike Martorella, senior executive coach and founder of MMI Communication. Mike offers advice and counsel on how an engineer can transition successfully to management without crashing and burning. One crucial insight: start by changing your mindset.

Read the entire Career Corner article and then in the Comments section below, share your thoughts on how you have made the jump to management.

Want more advice? Read the complete interview with Mike on the American Institute of Chemical Engineers (AIChE) ChEnected blog.

Posted in Business, career, Chemical Engineer, Management | Tagged: , , , , , , , | Leave a Comment »

 
%d bloggers like this: