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Shawn Graham
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Shawn Graham

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Only when sales and marketing both have a seat at the table will you be able to deliver maximum value to your customers. 
They’re on the front lines every day having direct conversations with current and prospective customers about wants and needs. Yet businesses often overlook input from their sales teams when developing their marketing strategies. Without those real-time, market-driven insights, there’s a good chance your marketing will be based more on assumptions and educated guesses than actual data. As a result, your ability to align sales and marketing will b...
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Marketing doesn't end with the sale. 
To maximize marketing effectiveness, you need to have a clear understanding of your entire sales process—from the moment a prospective customer first hears about your company until well after they make a purchase.
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If you’re able to capture the essence of your brand value and do it more effectively than your competitors, that’s when your marketing will start to generate real value.
You are selling your business short. Every time your marketing messaging fails to effectively articulate your brand value to current and prospective customers, you are turning what should be a competitive advantage into a commodity—increasing the likelihood that they will make a purchase somewhere else.
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Branding can't be an afterthought. 
Competition is all around you. Whether you own a brick and mortar storefront or sell your products online, there’s a good chance your industry or niche is already saturated with other businesses offering similar products and services.
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It’s the consumer, not the marketer, who defines the brand.
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Want to Improve Customer Service? Understand the Customer Journey
39% of buyers continue to avoid mid-sized companies 2 or more years after a bad experience*. Let that one sink in for a while. 2 or more years. Does that make you want to rethink your customer service strategy? The number of ways customers can engage with companies and brands almost seem ...
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Don't get distracted by shiny objects when trying to define marketing effectiveness for your business. Don't. Do. It. 
How do you define marketing effectiveness? If you ask 10 different marketers you’re likely to get 11 different responses. Is it about building brand awareness? Generating social media chatter? How many email subscribers you have? Something else?
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Brand storytelling should be at the center of MBA enrollment marketing. To stand out from the competition, business schools must empower students, faculty, staff, and alumni to share their stories.
Thanks to the rise of flexible online MBA programs, reach of digital and online marketing, and ongoing pressure to improve rankings, the world of MBA admissions continues to be hypercompetitive. Prospective students have a wealth of information at their fingertips and that means a glossy admissions brochure or a flashy website is no longer enough. To stand out from other MBA programs, your marketing needs to form an emotional connection and comm...
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Looking for an incredibly impactful and cost-effective way to reach new customers? Here's how you can use PR to increase brand awareness for your business. 
PR. When done right it can be one of the most cost-effective ways to promote your brand at scale. Yet many small- to medium-sized companies don’t include any form of PR in their marketing mix, instead focusing almost exclusively on digital and SEO.
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It’s easy to get caught up with soft metrics such as social media likes, but ultimately marketing is about selling more. 
How do you define marketing effectiveness? If you ask 10 different marketers you’re likely to get 11 different responses. Is it about building brand awareness? Generating social media chatter? How many email subscribers you have? Something else?
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A better customer experience is your competitive advantage.
A customer purchases a tote bag she’d wanted for months only to have something get spilled on it. She tries to clean it but instead ends up ruining it. She expresses her disappointment and frustration on Twitter. A short time later she gets a Tweet back from the company “Check your email” and in her inbox she finds a credit to buy a new bag.
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How to get people excited about your brand and outshine the competition
Move The Crowd. marketing engagement, move the crowd. I spend a lot of time doing competitor benchmarking for clients. And one of the first things that always jumps out is which companies are squarely focused on marketing. They understand their brand value. They're able to clearly and concisely ...
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Marketing strategy & execution
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Digital and online marketing, marketing strategy and execution, social media and public relations