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For some local business owners, they may think of The Keene Sentinel as a great place to run their print advertising. And those business owners would be right. But thinking of The Sentinel exclusively as a print advertising resource would be missing the larger...
Short of losing your entire market share due to a sudden disruptive innovation or a major regulatory change that completely invalidates your business model, there is little that can have a more negative impact on your business than commoditization. Business...
In today’s dynamic marketplace ‘sustainable competitive advantage’ is often considered a myth largely because, in this rapidly changing business landscape, it’s nearly impossible to maintain a single, long-term advantage due to factors like technological disruption,...
Brand differentiation is critical to the success of local businesses because it allows you to stand out from competitors in your immediate market, attract customers by highlighting your unique value and selling proposition, builds customer loyalty, and ultimately...
If your business needs to attract new customers and build a sales pipeline, you might benefit from a marketing strategy that includes lead generation. Business categories that typically focus their marketing on lead gen include home services, like roofers, window...
Conversion rate optimization (CRO) is a set of practices that increase the percentage of your website visitors who take a desired action, including a purchase, newsletter sign-up, or a form fill, among others. The more website visitors you can encourage to take...
Social media is prevalent in our everyday lives. As of January, 2025 63.9% of the world’s population use social media which equates to an astonishing 5.24 billion people. As well, on average people spend 2 hours and 20 minutes per day using social media. The most...
Sometimes a business is small or in the start-up phase and necessarily has a small marketing budget. But a small budget can still be allocated wisely such that your business is meeting potential customers throughout their path-to-purchase and effectively converting....
Market segmentation is the practice of dividing a broad consumer market into smaller, distinct groups based on shared characteristics, allowing your business to target specific segments more effectively with tailored marketing strategies, leading to improved customer...
Influencer marketing is a marketing strategy where brands collaborate with individuals, known as “influencers”, who have a large and engaged following on social media to promote their products and services by featuring them in content, essentially leveraging the...