Which Content Marketing Trends You Should Know To Power Your Content

Content marketing is an omnipresent topic that every company and startup should think about. Pushing your content towards the customers and B2B affiliates you want to work with is just as important as it was for years.

However, with new trends and changes coming to the market, how can you compete with the competition and still come out on top? Let’s take a look at some of the latest trends you should be aware of when content marketing is concerned. read more

Brand Building and Messaging when Updating Packaging

If you are in a business that sells products, the time will inevitably come when you will want to update the look of your packaging.  Overtime you will learn things about your existing package that need to be changed, you will desire to modernize the feel, you will want to evolve the logo or communication, etc.  Updates to packaging are perfectly natural and healthy as long as the changes do not erode your consumer base.  Frequent changes are unhealthy since it destroys your brand equity. read more

The Basics of a Product P&L

Creating a P&L for all products that you sell will ensure the success of your small business.  The purpose of a P&L is that it allows you to have visibility into your profitability, costs, opportunities for cost reduction, and better management of your final retail price points.

My favorite P&L template divides your inputs and factors into four sections: read more

Pricing Scenario: Shipping Through Distributor or Direct

If you own or manage a business that produces products or services that sell through a retail channel, there are two pricing scenarios that you need to develop so that you can determine what your selling price will be to either the retailer and the distributor that will sell to the retailer and within these two scenarios, two additional scenarios for a pick up price (at the manufacturing or warehouse location) or delivered price.  Potentially, you can have multiple delivered prices (full truck load, limited truck load, etc.) as illustrated below: read more

Timing of Marketing – Always

Typically, traditional forms of marketing can be expensive on the grand scale.  Print, billboard, radio, and TV can be very costly to get impressions up and consumers to your store or online shop.  For small businesses, a marketing budget is usually underfunded and can get cut easily as capital will be pulled for bigger items.  But if you have a very exciting (which does not imply expensive) marketing program around your shop or products, it is a better problem to chase your supply chain than to chase the sale. read more

Clorox, Price Discrimination, and Line Segmentation

Take a look at the above: Both product lines are within the Clorox family of products – one is branded Clorox and the other is branded Green Works.  Although the image of Green Works does not show it, Green Works also offers disinfectant wipes and detergent.  Essentially, the Green Works line has the same product types as the Clorox line.  This is an example of both price discrimination and line segmentation.  Below I will walk through both price discrimination and line segmentation in action so that you can learn and hopefully develop creative ways to utilize the same strategies in your small business marketing strategy. read more

Going From Small to Big Business: What You Need to Know as a Manufacturer

So you have a product that you sell locally, for now.  Whether it is a local cupcake business, bread producer, toy manufacturer, etc. this will apply to you because your goal is success and the more success, the better…right?

Growing your business requires incremental dollar sales month over month, year over year.  Holding everything constant (product, price, distribution, placement, etc.) there is no reason to believe that the customers that you currently sell to or the shop that you currently sell at  will produce more sales one year over the next.  Therefore, the only way to grow when holding everything constant is to increase the number of stores that you are selling to. read more

Service Industry: The Job is Not Done Once Complete

A few weeks ago, I wrote about 3 Keys for a Service-Driven Small Business.  These 3 keys are most important before and during a job.  However, today I want to expand upon how to succeed as a service-driven small business by discussing one of the most important thing to do after the job.  Similar to sales or selling, the job is not done and the relationship is not locked-in once contact information is exchanged.  Likewise, your job as a service small business company is not complete once the job is done.  You must continue to follow-up after the job multiple times to check that everything is still good, everything has gone as planned, etc. read more

Quality Assurance and 3 Small Business Solutions to Improve Quality

Here me out for a second: quality assurance is one of the greatest challenges of small businesses.  I know that some of you might not agree with this statement because small business owners take pride and ownership in their business and are producing their products/services in a much smaller quantity than any large business would therefore, you assume that lower volume equals higher quantity.  However, my argument is that this is not the case.  Although lower volume should equal higher quality, the issue that small businesses have is a limitation of resources, which impacts quality. read more

Social Media Conversation Calendar for Better Planning

Have you ever wondered how large brands such as Popchips, Virgin America, Kraft, etc. have maintained a steady conversation flow on their social media accounts?  There is more to social media conversations than posting on the whim.  Although posting on the whim is within the rulebook, there is a deeper strategy to the daily tweets or posts that your favorite brands make.  The best thing about this is that you can take this social media marketing strategy right out of the playbook of these large brands so that you can adopt these for your small business social media strategy. read more