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Marketing

Four takeaways you can’t beat.

Snapshots from our best posts in recent months. Knowledge and know-how helps us navigate a complex world. But information is useless if we don’t have time to consume it. Here’s the solution. Each quarter you’ll find a summarization post (like this one) that features three or four of the best Bastard posts of the last period. Short, to the point, and with a new takeaway. Now you’re feeling industri...
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“Social Media Explained”

If you didn’t get it before, you’ll get it now First, let me explain. I have a humorous yet explicit chart to share with you that illustrates how to use social media, once and for all. I didn’t create it but it probably has enough legs to go viral—so I’m just doing my part. In the meantime, see if you don’t agree that Social Media Explained clarifies how to properly use seven of the most popular s...
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Give your sales strategy a huge leg up!

Dive deep for more customer insight. The purpose of your business is to create customers. In fact, it is the customer who determines what your business is. Obviously customers are crucially important to sales efforts. But don’t we need to understand more about what makes them tick? Don’t we need to know more about the perceptions that ultimately drive their opinions and decisions? Would it help i...
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Lessons from the state of the art

Inspiration from the making of Apple products. We can learn a lot from Apple. We would all do well to take a close look at how this company has been changing the game of making and delivering successful products to the marketplace over and over again. From idea to supply chain, no one’s doing it any better than Apple. I’d be asking myself, when was the last time WE acted on a creative idea? And, “...
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3 Things you need to know to make a great pitch.

If you’re not impressing, you’re probably boring! Ever lose out on a business opportunity because you fumbled your sales pitch? Or you started your elevator speech but the audience seemed bored after thirty seconds. Or maybe you felt like you did pretty well except now you’re scratching your head because you didn’t get the result you were after. Are you missing real opportunities or is this just p...
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How a word like “metalwork” could spell online success

2 big ways to enhance Google-search “pretreatment” How well is your website working for you? If you’re not getting consistently good search engine rankings, your audience is not finding you when they need you most. It would be well worth your time to take a hard look at your entire online strategy. Start with a view from 10,000 feet. What if the addition of a few key words at the top level increas...
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Call to industry: Engage in the revolution

Bastard series finale: “Plan social media strategies like any other major initiative” The Bastard has written thousands of words on the subject of social media in the past few months. I packaged them in a neat “seven-step argument for taking care in adopting a social media program.” With so much buzz around the topic, I believed that the most valuable intelligence carefully explored only the most ...
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Measuring social media may test your mettle

Stand by for the real results Industrial business owners ask me, what can I expect in return for my investment of time and company resources in social media? Are the results measurable? Will it add to my bottom line? I realize that for some of you, having an answer to those basic questions has to be the place to start. You gotta know if this stuff makes sense for a small industrial business. Besi...
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Etch your social media strategy policy in steel

Devise objectives that fit culture to ensure success Social media is good news for the industry; we just don’t know it yet. Consider this trifecta of change 1) traditional marketing costs are out the window—social marketing media is virtually free 2) social media allows complete control of our messages—publishing our own content, when and where we want, and 3) social media helps us to cultivate re...
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Six tips: how to spend less money at trade shows

Say less and stand out more from the crowd Planning to attend a trade show or two in the coming seasons? Shows and conferences can be good for business and employee morale. Keep in mind attendance is expensive only when you don’t accomplish your mission. And if part of your agenda includes meeting new prospects and looking for new business, here are six tips to help you bring it home safely. It do...
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