Posts on the Touchpoint Leaks
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3 tips for customer retention marketing that any small business can achieve
< Back to the Blog Welcoming your new customers on board is a critical factor in the overall success of your marketing, and indeed of your business sustainability. Customer retention is often as important a marketing task as customer acquisition. As the old saying goes ‘there’s many a slip...
What is the value of free customers?
No doubt you will have spotted some very clever companies giving away their products and services for free. People like Mailchimp, who offer a Forever Free account - or 4Imprint, who send a Blue Box of free samples to prospective customers every month. And, of course, the social...
You can’t logic someone out of love
Building an emotional connection with customer all the way through to loyalty is key to long-term profitability. It reduces service costs, keeps the competitors at bay, gets them talking about you to anyone who’ll listen and means they want to spend time (and money) with you.
One piece of content. 20 ways to use it.
In my last post, I gave you some ideas for creating key marketing content, and roughly how long it might take. Today, I wanted to make crystal clear that each iteration does not have to have unique content. In fact, repurposing, cutting up, re-using, and re-formatting one piece of...
Why are referred customers worth more?
You've heard it before, and you'll hear it again... referrals are the very best way to win new customers. Referred customers are cheaper to win. They convert more quickly. And, they spend more. In my book, Watertight Marketing, referrals comes under Leak #6 - No Proof in...
7 costly customer relationship management mistakes businesses make every day
Fantastic! You have a new customer. Now what? Most people will get on with the work, do a great job, finish it on time and on budget and then move on to another project for another customer. Surely the most important thing is to do a good job? So, what am I doing wrong? 1. No reassurance When they...
Is your content formatted for how your customers’ brains are wired?
< Back to the Blog Yesterday, I zoomed in on the power of visual content in your mix of materials. Today, I want to zoom back out to give you a way of planning a mix of content in different formats to ensure that you grab the attention of people who might be interested, however their brain is...
Does your content deserve a visual?
One my favourite books is ‘Information is Beautiful' by David McCandless. He powerfully demonstrates how the way you present information has a direct correlation to how much people engage with it. Whilst this isn’t a new idea, the content marketing world has recently...
A day in the life of a small business tweet
< Back to the Blog Or, how Twitter can join the dots between people, products and profit Tweeting has been commonplace in the small business marketing landscape for some time now. With the right strategy and tools in place, and along side other activity, Twitter allows you to communicate on a...
How to make your company name and strap line work hard for your business
There are lots of ways to name a business, or a product. And, the addition of a strap line can take the name a little further. From nonsensical words, like Google, to highly descriptive names, like Compare the Market - there are just so many ways to think about naming. As a...
Marketing is like fitness (part 2)
Yesterday, I shared the first three in my list of 10 ways that marketing is like getting fit. I thought it was apt for January, when you're no doubt looking at your business bottom line, and your waistline, to see if you can make some improvements. Perhaps you've even made...
How to use Watertight Marketing to build a 3-year plan
I love a quick win as much as anyone else, but sustainable sales results are what I get really excited about. That's why a Watertight Marketing Transformation Programme lasts 12 months. But, even that is only a starting point. In businesses where there's a bit of unpicking...