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Underperforming Supplier: What To Do When Suppliers Aren’t Delivering

By Paula Agius on 27-Aug-2015 19:55:00

Underperforming suppliers – or employees... What’s going wrong?

I watched several separate situations unfold over the past year, each reminding me of the 80’s digital handheld game, “Mickey & Donald”. Not mentioned in its title – perhaps underlining his contribution level – was the character Goofy.

The three were tasked with putting out a building fire. As the gamer, you told Donald where to point the water hose, and directed Mickey to spend his time either (a) plugging up leaks in the hose, or (b) watching over and ordering Goofy to run the pump. If Goofy was not being watched, he would get lazy and pump slower causing less water to flow and creating a higher risk of the building burning and Donald dying.

They all had their part to play in the team, but Mickey’s role was tricky because he was responsible for the performance of a non-performing team member.

Unfortunately, it wasn’t Goofy who suffered the consequences of his weakness to their team. His performance – or lack of – added pressure on Mickey’s already critical role; but moreover, it was other members of the team who bore the fatal consequences of this teammate’s lethargy and lack of passion.

Topics: Business
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What is the Buyer’s Journey? Why is it Important to Sales & Marketing?

By Paula Agius on 06-Jul-2015 20:52:13

As needs-based consumers, we generally go through some routine stages prior to purchase.

We begin with the identification of a ‘need’: from something as simple as being invited to a BYO party (“I need to buy drinks to take with me”) to more complex purchases for your business (“I need to market my business better”).

We call this “the buyer’s journey and simply put it’s the active research process a buyer goes through trying to solve a problem they have, leading up to a purchase. It is a model that helps businesses keep the buyer’s behaviour, information, needs and pain points central to any activity in sales and marketing divisions.

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What's the Purpose of Blogging? Tips to Creating Blogs With Great ROI!

By Paula Agius on 15-Jun-2015 20:11:00

You’ve heard it before, “You should blog,” “You really need to blog,” “Don’t you have a blog?!”

You’re not sure what the purpose of blogging is, but on your commute you’re motivated to write that 600-word story – about how no one stood up for a disabled passenger and the impact of the aloof, disengaged culture we have become.

Your story’s great; well written, delivers an inspired message - to anyone who finds it. But which of your prospective buyers is typing into Google, “What’s the impact of the aloof and disengaged on society?" Not many, I bet. 

And which part of your service or product offering serves as a solution this problem?

So what’s going on? Your prospects aren’t finding your blogs through search, and while you can still post links to your blog on forums and social media, if the topic isn’t meeting the needs ('pain points') of your prospective buyer, they’re unlikely to click through on it. “Ain’t nobody got time for that!” 

You're not blogging for business and if part of your strategy is to increase the number of visitors to your site or increase your lead conversion rate, you’re probably going to be disappointed by the results of this kind of blogging and simply give it up.

But don't do that yet! Here are my tips to writing relevant blog posts that will bring you the stats you're after:

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Nine Not-So-Intrusive Alternatives to Annoying Pop-Up Ads

By Paula Agius on 08-Jun-2015 20:55:00

The thread, “The fact that I’ve been on your website for more than 25 seconds DOES NOT MEAN that I want your free e-book in exchange for my name and my email address,” sparked an interesting question:

“Were pop-up ads on your website something that still generated leads, or did they serve to simply turn your prospects off?”

“Everyone is doing them,” “…annoying,” “…rarely sign up,” “…on too fast.”

Does a one-stop, collect-all style content marketing solution work for every type of buyer at every stage of their purchase journey? Or are you missing information about pop-up advertising that might be more relevant to your buyers?

First, some pop-up ad facts:

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What are Buyer Personas? 12 Ingredients to Create Solid Buyer Personas

By Paula Agius on 01-Jun-2015 10:30:00

Buyer personas are the foundation to all marketing activities. 

Let’s say you have a great product: you design and sell fashion contact lenses with rock band logos on them. You know it’s the next big thing and you start to market your product. You’ve decided on a few marketing initiatives and are reaching a lot of people: CEOs, managers, sales staff, accountants, tradies, local neighbours, members of networking groups, mums, dads, grandparents…

But no one’s buying in. You’re not getting any new sales. Why? They don’t need it; they don’t want it; they can’t use it; they aren’t interested.

It’s not because your product isn’t great; it is! Just not for the people you're reaching.

I’m sure you’ve heard the phrase about selling ice to Eskimos. 

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Social Media | Dissociative Identity Disorder | Have your seen your brand’s personality lately?

By Paula Agius on 20-Feb-2015 19:52:00

Does your online brand have multiple personalities?

As I observed a client drift aimlessly from ‘Social Media Manager’ to ‘Social Media Manager’, constantly unhappy with her ROI, a couple of things dawned on me.

Firstly, like a lot of business owners, she wasn’t entirely clear on what she wanted out of her social media marketing – or anything much to do with her digital marketing or inbound marketing strategies – aside from ‘increasing sales’. It stood to reason of course: her specialty wasn’t in social media marketing. It wasn’t in inbound or content driven marketing, nor any form of digital marketing at all. Her speciality was in the services her business provided.

The second thing that dawned on me was… her brand appeared to be suffering a distinct form of dissociative identity disorder.

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