Moon Marketing Blog

Strategic Planning

How a Competitor Analysis Can Improve Your Website

Posted by Krista Moon on October 6, 2017

Determining what should be on your website, let alone how it should look and function, is not a task for the faint of heart. It's one of those projects that takes a lot of hard thinking and seems never to end (which it shouldn't - you should be continually working to drive better results from your site). However, there is one thing you can do to make it easier, save time, and ensure you're keeping up with - or surpassing - industry trends: a competitor analysis.

Here are 5 ways a competitor analysis can help you create a better website:

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16 Steps to a Solid Sales and Marketing Foundation

Posted by Krista Moon on February 14, 2017

Every company has a sales and marketing plan, but more often than not there are gaps, missing pieces, and weak spots. One of the biggest challenges businesses face is that it’s nearly impossible to keep up with the constant evolution of available tactics and skills required to execute.

Sales and marketing approaches are getting more technical and complex, and it’s all too easy to waste money on strategies that don’t get the desired results. There are 16 steps we take to ensure our customers have a solid sales and marketing foundation to build from. We know from experience that if the base is weak, the company can never reach its full potential.

The goal of this planning project is to prioritize sales and marketing activities that will get you the highest return on investment, outline the required resources to get the work done, and define a realistic budget. Once you see the plan laid out, you can make a more informed decision about your next steps.

Take a look at the list of steps below — do you have a strong foundation, or does it need more work?

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8 Steps to Creating a Customer-Centric Content Strategy

Posted by Krista Moon on February 8, 2017

The hardest part of implementing a content marketing plan is figuring out what to write about. Companies usually begin in the self-promotional phase: they write about upcoming trade shows, new hires, case studies, and press releases. The content is very company-centric.

While it’s great to showcase the company culture, products, and services, it’s kind of boring stuff. It’s not likely to pique the interest of many new potential customers.

The most successful content marketing strategies are customer-centric. The content is written to teach, inspire, and motivate. Prospects find it interesting and helpful and become followers and evangelists for the brand. Good content helps companies build a following, generate leads, and increase sales efficiency.

Here are eight steps to help you start developing a list of relevant, highly valuable topics for your content strategy.

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7 Pillars of a Successful Social Media Strategy

Posted by Krista Moon on January 16, 2017

The first step in any strategy is to define your goals and objectives: You can’t plan a trip if you don’t know where you’re going. The most common business goals for social media are to increase brand recognition, website visitors, and sales leads. All social activity should lead back to those initiatives.

Here are seven pillars of a social media strategy that drive real business results:

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Top 10 Questions Every Sales and Marketing Plan Should Answer

Posted by Krista Moon on January 10, 2017

Running a business without a well-defined sales and marketing plan is exactly like building a house without a blueprint. You may end up cobbling something together, but it’s weak, costs more in the long run, and is unstable. The ramshackle structure is unable to withstand the long-term wear and tear and forces of nature that threaten to crumble it to the ground.

Interestingly, when we engage with a client, the answers to these ten questions are often vague, at best. It’s like pulling teeth to get the information required to help them develop an appropriate sales and marketing plan.

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Fundamental Newsletter Strategy for Sales and Marketing Teams

Posted by Krista Moon on January 3, 2017

There’s often minimal communication between sales and marketing teams about their corporate newsletter strategy. Publishing email newsletters is typically seen as a ‘marketing’ function, which couldn’t be further from the truth.

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Core Values: Fluffy B.S. or Competitive Advantage?

Posted by Krista Moon on April 14, 2015

Most small businesses don’t spend much time thinking about their core values. It’s a concept that can frankly seem like fluffy B.S., especially when everyone and their brother talks about the same things: great customer service, team player, integrity, etc.

If not done right, they can easily end up sounding like familiar platitudes.

I didn’t spend a lot of time thinking about core values myself, actually, until I started reading some popular business books – they all talk about them. It got me wondering if I was missing a key element in the development of Moon Marketing.

Daniel Cable’s description of core values in his book, Change to Strange, Create a Great Organization by Building a Strange Workforce, really got my wheels turning. He starts off by saying:

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4 Strategies for Defining Your Competitive Advantage

Posted by Krista Moon on February 19, 2015

This may sound crazy, but one of the hardest things to do from a business perspective is figuring out…what you actually do.

Oh sure, you know in general what you do – you offer some products or services, yada, yada, yada. That’s nice, but you’re normally not the only gig in town offering similar – or the same – products and services. What it really comes down to is this: why would someone want to buy from you vs. someone else?

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