Vertical Marketing: Are You Ready To Take the Plunge?

By Julian Aston / November 10, 2022 / 2 Comments

What exactly is Vertical Marketing?  Visualize your marketing model as the root system beneath a tree. The trunk is the broad category of your industry, which then gets subdivided into narrower branches. These branches might be your specific services or product categories. For each branch, you have an ideal customer. Vertical marketing targets these smaller […]

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Social Posting: How Much Is Too Much?

By Julian Aston / May 22, 2022 / 0 Comments

There’s no easy answer to this question as the solution is different for every marketer. What is the composition of your target audience? If it skews to millennials, the answer is more often than if your target is skewed older. Is yours the type of product or service that needs to post more often? I […]

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Why Is A Review About Your Business So Important?

By Julian Aston / April 7, 2022 / 0 Comments

When was the last time you didn’t take a positive or negative comment into account before clicking the shopping cart button or making a purchase of any kind? You’re not alone…93% of consumers say online reviews impact purchase decisions. Not only that, 63% of consumers are willing to pay up to 15% more for a […]

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How do you create great content?

By Julian Aston / August 11, 2021 / 0 Comments

The word “valuable” best describes good content. Is your reader deriving benefit from your content? Look, there is so much content out there today delivered in so many forms, digital and otherwise, that your content just has to excel. And if you’re wondering about the type of content that will interest your readers, ask them! […]

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ca large number of customers determines customer lifetime value

How Important Is It To Retain a Customer? Calculate Their Value

By Julian Aston / April 8, 2021 / 5 Comments

How much is a single customer worth to you? Is retention as important as generating new leads? To answer these questions you need to consider the lifetime value of your clients. To determine Customer Lifetime Value means to calculate how much profit you can expect from a single client over their lifetime. Granted, there is […]

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How can you improve your email open rate?

By Julian Aston / July 20, 2020 / 0 Comments

4 proven techniques to sky-rocket your email open rate Email open rates vary greatly for many different reasons, but most important the open rate is most impacted when the recipient of your email believes there is VALUE in the message you have sent. That ‘value’ is represented in four ways: Your From (sender) name. Your […]

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Amazon wishes upon a (marketing) star

By Julian Aston / January 2, 2020 / 0 Comments

Do you remember the last time you committed to making a purchase of something without ensuring it had a decent quantity of firmly positive reviews, plus four or more stars denoting further approval? I was going to write a story about the importance of reviews and associated stars in terms of the online shopping experience, […]

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email marketing

What’s old is new again…

By Julian Aston / October 22, 2019 / 0 Comments

A spirited discussion during a networking session this morning helped me realize, once again, the importance of email…and yes, the ‘front-end’ emails like eNewsletters, promotional messaging, welcome and referral emails are all key, but today, more than ever, ‘back-end’ emails are equally as important.  What are ‘back-end’ emails? They could be considered follow up emails, […]

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Nefarious Marketing: The profession has never looked so bad

By Julian Aston / October 9, 2019 / 0 Comments

I believe marketing to be an honorable profession, reaching out to the consumer or to businesses with messages that, however contrived they may be, minimally deliver some value along the way. Not so with what I think of as “nefarious marketing” techniques. Ones that take advantage of or attempt to change behavior. One doesn’t have […]

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The Importance of Management Teams

By Julian Aston / August 21, 2019 / 0 Comments

For some forty years, I have been involved in strategic planning both for my clients, and my own successful companies. It has been extremely exciting to see the results of my approach – some clients have doubled, even tripled their businesses, within as short a time frame as one year! Not only that, they have […]

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What is your target audience and who are your primary customers?

By Julian Aston / February 28, 2019 / 0 Comments

It’s imperative that you identify the target audience for your product or service in order that your message reaches those most qualified. Naturally, you need to reach them with the right message and/or offer in order to drive demand, but that’s another subject altogether.  Assuming you either have customer data to analyze, or have performed […]

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Data-Driven Marketing – Eliminating the “Cold Call”

By Julian Aston / March 6, 2018 / 0 Comments

Data-driven marketing includes strategies built around the analysis of data points that are collected through client engagement. This analysis forms predictions about the client’s future behavior and extrapolates the ideal point of reception. Two things must occur for data-driven marketing to succeed: You must collect the data needed for analysis. There must be a marketer […]

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Email Marketing Campaigns Deliver Big Results

By Julian Aston / October 30, 2017 / 0 Comments

Why do people keep buying new iPhones? Or video gaming systems? Or cars? Is it that their old ones no longer work? Rather, it’s mankind’s insatiable need to ‘acquire new things.’ Knowing that your customers will never be ‘satisfied’ can work to your advantage. Using email marketing campaigns to promote ‘new and better’ can deliver […]

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What’s in Store for Your Insurance Business?

By Julian Aston / March 10, 2017 / 1 Comment

I spent the ‘90’s as a business consultant serving small to medium sized businesses in North America. During that time I collaborated with insurance business owners and leaders to develop business plans and presentations, countless times. Sometimes, I was also responsible for scouting for funds, business partners, new clients, and more.  During my consulting years […]

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Increase Customer Retention Rates with Targeted Messaging

By Julian Aston / March 1, 2017 / 5 Comments

It used to be that companies would send out the same message to each of their customers. As time went on, they realized that grouping their customers made it easier to target their message. This made for more relevant and profitable campaigns. The by-product of this turned out to be an increase in customer retention […]

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SEO vs PPC: What Came First, The Chicken or the Egg?

By Julian Aston / November 28, 2016 / 4 Comments

Organic and paid search are tactics that achieve the same objective. Search Engine Optimization (SEO) fuels organic search results. Search Engine Marketing, which includes Pay-Per-Click (PPC) brings in paid results. Both get your message to potential clients. However,  the effectiveness and cost of each, and the manner in which you deliver the message are quite […]

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Visual features 9 jigsaw puzzle pieces in a 3 X 3 quadrant. Each puzzle piece is blank except for the red one in the middle names “Strategy,” indicating that strategy must be at the center of it all, whether inbound or outbound marketing.

Combine Inbound & Outbound Marketing for the Best Results

By Julian Aston / November 10, 2016 / 4 Comments

Sometimes I just shake my head at some of the terms thrown about by marketers today. Specifically, I become frustrated over the terms “inbound” and “outbound” marketing. In the digital world, the focus revolves around inbound marketing. The old methods of direct mail, phone solicitation, face-to-face contact, and calls have been set aside as ineffective […]

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Holiday marketing campaign image to promote search engine marketing by intouch business as a key marketing tactic.

Holiday Marketing Campaign – Make Sure You Know Your Target

By Julian Aston / October 28, 2016 / 1 Comment

Depending on your industry and type of business, you could reap huge rewards from developing a holiday marketing campaign. After all, according to the National Retail Federation, consumer spending is expected to jump 4% during this year’s holiday season. Wouldn’t it be great if part of that money was spent on your products and services? “93% of all […]

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Customer Retention Through Email Marketing

By Julian Aston / October 7, 2016 / 5 Comments

Customer retention builds your business through relationship development. Finding new customers is both expensive and hard. The easiest way to maintain your business and continue to grow is to keep the customers you have. Trying to build on top of an eroding base is like building a house on sand. You need a strong foundation. In short, […]

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Hyperlinks – Get Strategic With Email Marketing

By Julian Aston / October 7, 2016 / 1 Comment

Why Hyperlinks are a Good Thing If you’re using email as a tool to generate more business then you want to track the behavior of your email recipient. In order to do this, you need hyperlinks; not just any hyperlinks but those that tell you the specifics of what caught the recipient’s interest. Why? Because […]

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