Tag Archives: marketing consultant toronto

Are You Ready for the Digital Future?

Ctrl Alt Delete book reviewI recently finished reading “Ctrl Alt Delete” by Mitch Joel, as well as listening to a podcast interview of him by Social Media Examiner.

In his book Mitch Joel provides *excellent* advice for businesses looking to move forward and survive and I thought it’d be valuable for me to share some of the parts that I found most relevant and useful for wellness and service businesses.

From Me to You – Instead of thinking that you love your customer, think about what they are doing and how you can help them. ie. think from your customer’s point of view not your own. 
I’d suggest thinking about what they want or what their problems are and how you can help them. Maybe it’s hosting a very low cost session packed with advice on one of their problems. Or offering free 10 minute sessions once in a while. (trials only….don’t give away everything!!) I think this also makes good business sense – someone can try your service before they buy. But you have to be okay with not getting paid.

The “new consumers” are not linear – they are scattered, connected and social.
If you think about the process you go through when purchasing something this makes sense. You’ll look for online reviews, ask friends what they think via social media, look at a few stores…..etc. etc. This is why I think just having a website is not enough marketing for most businesses. Maybe add on online reviews, plus a strong referral/loyalty program and that’d be enough….but not just a website.

iPhoneThe one-screen world- We no longer use one screen for watching tv, one screen as a computer and one screen for a phone…..everything is converging, and quickly. And if you think your customers are not online now, well, they will be very soon. Be ready! Joel suggests that to survive entrepreneurs need to adopt a digital-first posture. I’d say at a minimum have a mobile-friendly website.

Joel also talks about the importance of data – tracking results. In my opinion you can’t get anywhere if you don’t know where you are, so I wholeheartedly agree!

And a useful reminder….

“When you’re on a media, look around and ask yourself — Why are people here? What are they doing here? What is their experiential intent when they come here and how would I – as a brand or a company – be able to better connect without disrupting their experience? Can I provide a truly additive dose of value?”

One final note: I found the book so jam packed with good ideas that I’d suggest reading the book in chunks rather than all at once.

Are there any business books you’d recommend? Please share below!

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Small Business Marketing in Toronto

Make Your Small Business Stand Out!What does it take to successfully market a small business in Toronto?

Here are three small business marketing best practices that will help make things easier for you.

1. Know Your Company
Sounds simple, I know! You built it, after all. But do you know what makes you different from your competition, and why someone should choose to do business with you, rather than others? Toronto is big enough that you need to be clear on what you do in order to effectively market your small business rather than try to be everything to everyone and just confuse people.

2. Know Your Potential Clients
If you are very clear about who you want to do business with it is so much easier not only to know how you can help them, but also to find them! Where do they shop? Are they married/single/have kids? What do they read? What do they want out of life? What are some of their problems? (and how can you solve them?)

3. Connect!
Since you’ve already thought about your potential clients, you should have an idea of where to find them. ie. LinkedIn groups for business/professional, Twitter for busy people on the go, or Pinterest for people looking for inspiration. Before you jump into any online (or in-person!) conversation, look at the forum/group/media to make sure your ideal clients are on it, as well as see what kinds of information (“content”) people are sharing. You need to use the language your potential clients are expecting.

In the end, small business marketing in Toronto is quite similar to many other cities. It’s a matter of doing your homework before you start!

If you have questions, or want to get help marketing your small business, just contact me. I’d be happy to help you succeed!