Many businesses know about customer profiles—basic descriptions of their customers, like age or gender. But customer profiles alone don’t give you the full picture. To truly connect with your customers and understand what drives them, you need customer personas....

SWOT Analysis—Strengths, Weaknesses, Opportunities, and Threats—is a popular tool for assessing a business’s position. It should be a strategic tool, but too often, it’s used in a superficial way as a routine exercise. The Pitfalls of a Superficial SWOT Analysis 1....

You’ve probably heard of the 4Ps of marketing in your marketing textbook - Product, Price, Place, and Promotion. For a long time, these four elements were the core of any marketing strategy. But as businesses evolved and customer expectations shifted, the 4Ps weren’t...

Many businesses fall into the trap of thinking their product or service is for everyone. While it might feel like casting a wide net will attract more customers, the opposite is true. When you try to speak to everyone, you end up connecting with no one. This is where...

A marketing strategy is your business’s game plan for attracting and keeping customers. It’s not just for big companies—it’s essential for businesses of all sizes. Let’s break down why a marketing strategy is important, what goes into it, and how it helps your...