Why should you still focus on marketing, especially when business is good? Why add fuel to your car? Because after a few miles you aren't going to be headed anyplace. The same applies to a business, whether it's a B2B model or an online store. After a good trade show...
What makes a good website? Before you begin searching for someone to build your site, fully understanding this type of workflow will help you to keep the project on course and manage expectations for a beautiful and functional website. If this is your first foray into...
Contrary to popular belief, email marketing strategy is not dead. It is still one of the best ways to reach and grow a targeted audience within a content marketing campaign. It's easy to manage, schedule, and monitor for success. It keeps your target audience aware of...
Can you relate? Your inbox has the sound of the wind in a canyon; your social channels are likely getting more attention than before, but the doorbell is (definitely) not dinging. Your business probably has some built-in slow times, but these patterns have been...
I am a fan of shopping in-person at any local tack shop. When I travel, I seek them out and see what people are buying in that area of the country. I also like to fondle the leather (ok, I may have a teensy problem, haha), try things on, and have a chat with the...
The dynamic marketing branding and strategy services from Full Gallop Communications are now officially available for the photonics industry and manufacturing community. The marketing consultancy announced today that it has expanded into supporting the optics &...
Search Engine Optimization (SEO) offers both a wide net and a local net approach. If you pull from the local population for the majority of your business, you will want to consider adding some additional profile work and listings to ensure that local people can find...
Anyone who has spent time in a horse barn will tell you that there are plenty of men and women in the 50+ age group who are riding and caring for their horses. Some of them are just getting started on a childhood dream. Many of them are highly regarded instructors,...
Landing pages are often overlooked in a digital tactical plan. This type of web page is an important part of your buyer funnel for both b2b and b2c companies and is normally a sub-page containing very specific information. It may or may not be listed in your...
Marketing Funnel Metrics Explained - Part 2 The first article in our series focused on the funnel stages. There is so much available data now for measuring marketing data, it can be overwhelming. Knowing what to focus on (as well as what not to) will save you time and...
There tends to be some mystery around where and how customers find and interact with your brand. There also tends to be some mystery around how customers make buying decisions and how that impacts your sales. For fun, we've broken this down into horse terms today and...
More and more equestrians are turning to apps to track training progress, equine health and business details than ever before. When most people picture “equestrian,” they normally picture traditional leather tack and rolling hills and barns, but recently there has...
What is Marketing Strategy? There always seems to be quite a bit of confusion around what marketing strategy is and isn’t, so we’re going to give you the in’s and out’s of the process. If you are a business owner and haven’t had this conversation with a marketing...
What is a value proposition, why do you need one, and does yours hold up? Your value proposition is your main positioning statement. Aside from the “business school speak,” your Value Prop is THE defining statement regarding who you are and what you offer to the...
… and you should too! The “content is king” sentiment has been around for a while now, and for good reason. There are all types of materials that can be considered “content.” Articles, white papers, case studies, newsletters, press releases, blogs and stories are all...
I’ve been contemplating a bit on milestones and trusting your path quite a bit lately. As with any start-up effort, there is some agita to break the inertia and get things rolling, as well as some necessary learning of new things like business bookkeeping and...
Yes, you want to grow your audience and be visible to more people. Yes, you want followers to respond to your carefully crafted and witty posts. When you take a moment to define social media end goals, you’ll find that your strategy works better, and your blog gains...
These days writing any type of marketing content to help inform and educate readers and search engines is a must. Just putting words out there is not enough, the copy should also follow a protocol. Say you run a feed manufacturing company that caters to owners of...
I’ve been talking a lot lately about professional equine photography, and there’s a reason. I’ve partnered with my friend Megan Smits again to write this week’s post on WHY you should be using professional photography if you are serious about building your equine...
Be better prepared for your next event with this article that covers understanding trade show ROI and goal setting. As an equine business, how do you sort and measure if an event is worth it? This week, I’m releasing Part 1 of a two-part series with Nina Richards,...
Making sense of customer experience marketing You all have visited a tack shop like this. Overflowing in every corner like Ollivander’s wand shop. Towers of saddles, rows of boots, jumbles of bridle parts, odd sizes, or one random piece. Dusty bottles that make you...
How to Start Marketing – New marketing tools have upped the variety you have at your fingertips, but also have made it more confusing than ever for someone just wading in at the shallow end. You may have dabbled a bit, but are still not certain about where to spend...
Target audience age groups appropriately to see higher sales. There is hot competition in the horse world for new customers, so marketing to the 40 and over equestrian group should be a targeted audience. This group is booming when it comes to sales. When coming back...
How to create a marketing budget for the first time. I’ve worked in a few different industries, big and small, for-profit and not-for-profit, and all of them take marketing spending seriously. I’m also confident that you are no different in this case, no matter the...