Lesson from 2021: You do not rise to the level of your goals. You fall to the level of your systems
When I was thinking about what to put in this month's newsletter a couple of themes sprang to mind so I just decided to riff on them.
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- 4 min
How to create a marketing budget: a rough guide
If you’ve not put one together before, creating a marketing budget can feel like guessing. Here are some tips.
- 3 min
How to work out what makes you special – your unique value proposition
It can be tough to work out what makes you stand out from the competition. Here are some steps to help you work out what makes you special.
- 2 min
Finding the common thread; what to do if you don't want to niche down as a business
One of the first things that I heard when I started my own business was "find your niche". That approach doesn't sit well with me.
- 6 min
Why listening is the key to discovering your brand’s soul - in conversation with a brand strategist
I wanted to talk to a brand strategist about what they do so I could help small businesses understand it better.
- 4 min
Year one of COVID-19 – How has business and marketing changed?
So COVID-19 happened. We are now in a transition period and this year it will be fascinating to see which trends are here to stay.
- 4 min
Start thinking about spring cleaning your marketing!
With spring in the air, and longer evenings ahead for most of us, let’s start getting excited about marketing again.
- 1 min
Case study: The Clothes Mine
The Clothes Mine is a Wheatrige-based consignment store. After closing its Golden store, the Clothes Mine wanted to grow its online business
- 1 min
Crabapple Communiqués - January 2021 newsletter
A New Year is great for a fresh start and January 2021 is one that I've been particularly looking forward to.
- 3 min
Five tips to help you reach your goals and stick to your resolutions in marketing
January is a time to make plans and resolutions. That’s the easiest bit. What’s harder is starting and continuing as you mean to go on.
- 4 min
2020 - the best bits
I know it's a new year but I'd like to spend one blog looking back at some of the highlights from 2020 so I hope you'll indulge me.
- 4 min
Building your 2021 marketing plan - step seven: Measuring what matters
In this final installment of my blog series, I'm going to talk you through setting objectives and Key Performance Indicators (KPIs).
- 3 min
Building your 2021 marketing plan - step six: Creating your content
What we haven’t yet done is actually decided what content we’re going to create. I’m going to go through an example with you.
- 4 min
Building your 2021 marketing plan - step five: Channel strategies
As we enter the final months of 2020, it is time to start planning for 2021. Over the next several weeks, I’m going to be taking you...
- 3 min
Building your 2021 marketing plan - step four: Reviewing your context
Keeping in mind the context is crucial because otherwise you’re just shouting through a megaphone at an audience that isn’t listening.
- 4 min
Building your 2021 marketing plan - step three: Setting goals
Goals are important because they give you something to aim for and therefore a direction to head in.
- 5 min
Building your 2021 marketing plan - step two: Who are you talking to?
Creating your audience personas is part of the foundational work of any business plan, but they need to remain current.
- 5 min
Building your 2021 marketing plan - step one: Remind yourself why
A solid brand strategy is the foundation of everything else you do and is worth revisiting when you're building a marketing plan.
- 2 min
Building your 2021 marketing plan
It is time to start planning for 2021. Over the next several weeks, I’m going to be taking you through building a marketing plan.