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…

How to Build Marketing Strategy When You Don’t Know Your Target Customer A woodworker I know started selling handmade cutting boards online with a plan built on a guess: his customer was “home cooks who care about quality.” He built…

How to Find Out Why Customers Choose Your Compeititors A boutique yoga studio owner I know started losing members after a larger chain opened two blocks away. The timing made the explanation seem obvious. The chain was advertising cheap introductory…