How to Use Customer Reviews to Discover What Your Marketing Should Say Here’s a scenario worth working through, built to illustrate a real pattern rather than report on one specific business: a small skincare brand founder is rewriting her website…

How to Create a Marketing Budget When Your Business Has Unpredictable Revenue A wedding photographer books six weddings in May and only one in February. Her marketing budget, however, is exactly the same in both months. She set a fixed…

How to Know When Your Marketing Campaign Should Be Stopped or Improved Three weeks into a new Instagram advertising campaign, the owner of a specialty tea subscription business is getting nervous. The numbers aren’t encouraging. Cost per click is higher…

How to Turn Negative Customer Feedback into Better Marketing Consider a bakery that receives a review that stings more than most: “Beautiful cakes, but the smell of the shop put me off eating in there.” One star. After months of…