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The world of marketing can be a creative place where you can play with new or unique ideas to advertise a product or service. The downside is that some companies and marketing teams can get a little…carried away. Having a good reality check once in a while can be a very good thing to prevent some of the worst faux pas and marketing mistakes. I have some great examples to share with you on this!

Marketing is the craft of collecting people’s attention and holding it as long as possible. Most of the marketing managers totally miss the last part of the definition and concentrate on grabbing the customer’s attention for a short time. Building brand loyalty, interacting with customers over a long time, collecting relevant data – successful completion of these tasks separates an amateur marketing professional and the real pros.

Client Relationships Management (CRM) software is a great tool for interacting with your clientele and analyzing their buying/interaction patterns. To the inexperienced eye, a CRM might look intimidating, but it is an absolute blessing for an experienced marketer like me. CRMs are ideal for automating your sales process, keeping customers and prospects in the content loop and often dealing with the day to day tasks in your company.

You understand that your business' marketing system needs more than just one approach to reach customers. You know that coordinating your website, blog, sales funnels, social media, and content is a complicated, time consuming, ongoing, daily process. You can also understand that it's easier to have everything managed from one location than having all BRENT's parts function independently.

The most critical information in your business is knowing your buyer. Who are they? What do they buy? Why do they buy? What must they see, read, hear, and feel before, during, and after they buy? Critical information you need to know about your buyer determines how you will create a compelling and profitable user experience.

Moving on from last week’s blog, let me tell you more about BRENT - Business Relationship system for your ENTerprise.

Let’s start with the basics. Entrepreneurs know that the best businesses solve a problem. To make things crystal clear, I’ll describe what BRENT’s head, heart, legs, and trunk tell you about the areas a successful business system follows when applied correctly to problem-solving.  

As a professional entrepreneur, you’ve probably been working very hard for a very long time. It started with your education. Years of schooling. Then you got out into the workplace and realized running a business wasn’t something they had taught you in school - and your education started all over again. But you persevered and established a reputation for doing quality work and offering outstanding customer service. Those things you know how to do, and you do them well.

I love helping people with their businesses. The longer I’ve been in business the more I realize three truths:

Creating and implementing a marketing campaign is not an easy task for a small/medium business. (It is often just as hard for multi-million-dollar companies with many marketing professionals on payroll.) The good news is that everyone is IN THE SAME BOAT!

That said, here is a good place for anyone to start.

Some marketers and business owners are subject to “shiny object syndrome” or always switching to “the next big thing” available. It is therefore no surprise when they fall into the trap of thinking that emails have lost their relevance for advertising and replace them with targeted ads, influencer contracts and app advertisements.