Media
Get the Basics Right, Then Customize
Posted on May 1, 2022
Before studying algorithms, best practices, and other web marketing details, learn to target your online presence so that you’re addressing the diverse interests of your audience. (Foundry Management & Technology, May 2022)
Messaging During Unsettling Times – And All Times
Posted on April 1, 2022
You need a communication plan for your business’s long-term strategy, and to ensure your brand remains strong and recognizable when troubling circumstances unfold.. (Foundry Management & Technology, April 2022)
The Last Step is the Big One
Posted on March 1, 2022
Marketing is a three-step process – Create … Push… Follow up – and the final part of the equation is critical to success. (Foundry Management & Technology, March 2022)
Are You Churning Customers or Cultivating Them?
Posted on February 1, 2022
Finding customers is a strategic choice: Deciding between targeting potential buyers and developing long-term clients will determine everything about your marketing program. (Foundry Management & Technology, February 2022)
Don’t Buy It…Build It
Posted on January 1, 2022
If your marketing projects don’t start from a strategy, you’re spending too much and the message is missing its full potential. (Foundry Management & Technology, January 2022)
Social Media is Corporate Communications
Posted on December 14, 2021
No Insta-brand marketing please. The best B2B outreach is done by experts talking about the profession they love – combining expertise and topical interest with an engaging style that draws new customers. (American Machinist, December 2021)
Out With the Old, In With the New?
Posted on December 1, 2021
Communication does not stop once a prospect becomes a customer. You can grow by understanding them better – and providing more of what they need. (Foundry Management & Technology, December 2021)
Great Marketing Requires Great Support
Posted on November 14, 2021
Sometimes talented people fail. Do the people you assign to manage your brand and marketing projects understand your expectations? (American Machinist, November 2021)
The Lost Art of Conversation
Posted on November 1, 2021
We never talk anymore… but the back-and-forth with customers matters in marketing. It is your chance to learn more about the audience. (Foundry Management & Technology, November 2021)
Right Message, Right Audience
Posted on October 15, 2021
Don’t tell your story… tell their story. If you’re not fitting your message to suit the target audience, you’re doing it wrong. (American Machinist, October 2021)
We’ve Made Some Changes
Posted on October 1, 2021
Don’t overcomplicate your communication practices. In first impressions, the basics still matter. (Foundry Management & Technology, October 2021)
No Mystery About It. Your Website is Your Story.
Posted on September 15, 2021
Do not leave customers and potential customers wondering what you’re up to. Make certain your site visitors know who you are and what solutions you can offer. (American Machinist, September 2021)
B2C Marketing for B2B Manufacturers
Posted on September 1, 2021
Business-to-business marketing communicates who you are, but business-to-consumer helps the customer (future employees) project who they may become. (Foundry Management & Technology, September 2021)
The Case for a Communication Plan
Posted on August 18, 2021
Do not overlook the importance of words in the effort to create brand awareness and build a brand reputation. How you express yourself is a critical part of your communication plan. (American Machinist, August 2021)
Kaizen Is Not Only for Manufacturing
Posted on August 2, 2021
Marketing benefits from a continuous focus on small improvements. Find new ways to communicate, develop new audiences. The brand can be improved. (Foundry Management & Technology, August 2021)
The Business Case for a Mid-Year Reset
Posted on July 15, 2021
A plan without goals is a dream – but sometimes a goal needs a reset to be effective. (American Machinist, July 2021)
Sales vs. Marketing: Can’t We All Get Along?
Posted on July 1, 2021
Focusing on any marketing fad is short-sighted, and a long-term strategy for brand failure. (Foundry Management & Technology, July 2021)
Social Media Success Is a Team Effort
Posted on June 15, 2021
On their own, some succeed and some fail – but an empowered sales staff is a productive contributor to a strong brand; and nowhere is that more apparent than on social media platforms. (American Machinist, June 2021)
The Social Media Landscape is Changing. Are You Ready?
Posted on May 31, 2021
As learning to use software improves productivity, learning to use social media can be critical to enhancing professional opportunities. (Foundry Management & Technology, June 2021)
Keeping It Professional on LinkedIn
Posted on May 14, 2021
The networking platform is moving in more than one direction, and as the user base grows and changes, the platform’s norms will change. For individual users, adaptation is the name of the game. (American Machinist, May 2021)
Three Questions Shape Every Marketing Plan
Posted on May 2, 2021
Organizations that communicate clearly have a detailed, up-to-the-moment understanding of their challenges and opportunities, and what needs to change. (Foundry Management & Technology, May 2021)
Opportunities Have Their Moment
Posted on April 19, 2021
Leveraging marketing opportunities means overcoming the burden of every day’s responsibilities, because every opportunity comes with an expiration date. (American Machinist, April 2021)
Communication Creates Expectations
Posted on April 9, 2021
Building and shaping customers’ impressions is part of what your brand must do, and every message you deliver will influence their expectations. (Foundry Management & Technology, April 2021)
Overcoming Customers’ Brand Inexperience
Posted on March 29, 2021
First time customers have limited experience with your brand. How are you managing that experience? (American Machinist, March 2021)
Are You Attracting Your Ideal Customer?
Posted on March 1, 2021
Random acts of marketing do not support an integrated communication strategy – and make it harder to know who you should target and what they want from you. (Foundry Management & Technology, March 2021)
Every Day’s a Holiday… If You Plan It Right
Posted on February 16, 2021
Carefully thinking through how to handle holiday messages is an essential part of a business communication plan — and keeps you from triggering a crisis plan. (Foundry Management & Technology, February 2021)
To Know Your Customer, Understand Your Customer
Posted on February 5, 2021
You’ll gain a competitive advantage once your marketing plan reflects buyers’ perspectives — and anticipates their questions. (American Machinist, February 2021)
Good Relationships Are Good Business
Posted on February 1, 2021
Episode 54 of a podcast with Princella Stringer, life coach, to explore goal setting. (Getting Out of Your Head & Taking Action, February 2021)
Make Them Notice… Then Make Them Customers
Posted on February 2, 2021
Every business is trying to bring in buyers, but how they do it – and how well they do it – depends on how they manage these three techniques (Foundry Management & Technology, February 2021)
Digital Experience is a Lasting Impression
Posted on January 15, 2021
Experience trains your customers what to expect from your business – and that starts with their digital brand experience. (Foundry Management & Technology, January 2021)
Plan Your Message, Plan Your Schedule – and Adapt for Success
Posted on January 1, 2021
Keeping your marketing message in front of your audience means meeting your prospects and customers where they are, digitally and in person (Foundry Management & Technology, January 2021)
Goal Setting
Posted on January 1, 2021
Episode 47 of a podcast with Princella Stringer, life coach, to explore goal setting. (Getting Out of Your Head & Taking Action, January 2021)
Generosity is Rewarding
Posted on November 30, 2020
It’s not hard to see how kindness will deepen your customer relationships, and holiday gifts are an effective way to demonstrate your appreciation. You should plan on it. (Foundry Management & Technology, December 2020)
The Social Life of an Executive
Posted on November 2, 2020
There is a role for business leaders on social media platforms: Be authentic, be responsible, and build the brand. (Foundry Management & Technology, November 2020)
Creative Reuse is Marketing Made Easy
Posted on September 27, 2020
Repeat after me: Developing rich content is not as challenging as you suppose, and purposeful repurposing is an effective way to reach customers and prospects. (Foundry Management & Technology, October 2020)
To Know Your Customer, Understand Your Customer
Posted on September 10, 2020
You’ll gain a competitive advantage once your marketing plan reflects buyers’ perspectives — and anticipates their questions. (Foundry Management & Technology, September 2020)
Your Presence is Expected. Your Strategy is Essential
Before you post anything, recognize that social media platforms are means for communicating, so determine your brand message and identify the audience. All the other details follow. (Foundry Management & Technology, August 2020)
Build an Employer Brand
Posted on July 11, 2020
Metalcasters and other businesses are taking “employer branding” seriously, because what workers and potential workers think can define an organization and shape its prospects. (Foundry Management & Technology, July 2020)
A Brand By Any Other Name
Presenting a positive image to customers is essential for any business, but how it bonds with individuals’ emotions is vital. (Foundry Management & Technology, June 2020)
Marketing Shifts to Connecting
Posted on May 10, 2020
The pandemic has changed what is possible for businesses and opened a world of new opportunities, but the human need to connect is lasting. (Foundry Management & Technology, May 2020)
Communicating in a Crisis
Posted on March 16, 2020
COVID-19 presents an unprecedented need for leadership and communication. What you say now — or don’t say — matters more than ever before. (Foundry Management & Technology, April 2020)
Bringing Marketing to Trade Shows
Posted on March 6, 2020
Before, during, and after the event, you can be targeting new customers, improving your message, and keeping your contacts informed. It’s a three-step plan for success (Foundry Management & Technology, March 2020)
What Part Does Creativity Play?
Posted on February 12, 2020
A video exploring creativity with life coach Charrise McCrorey (YouTube, February 2020)
What is CRM?
Posted on November 13, 2019
How can a foundry use CRM for better customer relationships and keep on pace with technology trends? (Modern Casting, November 2019)
You Cannot Afford Complacency
Posted on August 31, 2019
A legacy ERP keeps your enterprise from accessing the flexibility, immediacy, and accuracy that are the current state of technology. (Foundry Management & Technology, September 2019)
Standout with Storytelling Signage
Posted on October 7, 2018
Design group helps set the stage for professional confidence and manufacturing success. (Industry Week, October 2018)
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