Category: MARKETING

Understanding Buyer Persona For Marketing Success

    You frequently read about buyer persona.  Many marketing practitioners consider it crucial in their marketing campaigns.  Some, however, are not so sure what it exactly means while others, at worst, simply ignore it. Let us try to come up with a simple understanding of buyer persona.   What is a buyer persona? There…

Marketing Plan Series (Parts 5, 6, and 7 of 7): Key Performance Indicators, Budget, and Contingency Plan

  To complete your marketing plan, you have to define your key performance indicators, create a marketing budget, and develop a contingency plan.   Key performance indicators Key performance indicators (KPIs) are metrics used to gauge how effective the business is in the execution of its marketing plan. There are many KPIs you can use…

Marketing Plan Series (Part 2 of 7): The Pricing Strategy

  The second element of the marketing mix is pricing.  We stated last week the marketing objectives for the proposed business.  We will discuss in this article the pricing strategy that can contribute to attaining those objectives.   Pricing strategy considerations Businesses have to maximize profits as best as they could. This responsibility falls largely…

Marketing Plan Series (Part 1 of 7): The Product Strategy

  We are starting the marketing plan series with a discussion of the product strategy. We will identify the essential elements of a product strategy and the various tactics we can use in the execution of the product strategy for our furniture marketing business.   The marketing objectives We commence by re-stating the marketing objectives…

Your Marketing Plan: The Series

  Following the widely read series on crafting your own marketing strategy (from February 11 to March 18, 2018), I am coming up with a new series of articles that will discuss the fundamentals of a marketing plan. What is a marketing plan? A marketing plan is a comprehensive document, founded on a solid marketing…

Understanding Content Marketing for Small Businesses

  I would like to view content marketing from the vantage point of small business owners and aspiring entrepreneurs particularly those who are not yet familiar or have not used yet this marketing approach. Let us discuss some basic facts about content marketing.   Who uses content marketing   Many small businessmen tend to believe…