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The Value of Listening in Sales

Salespeople typically focus on talking. They launch into their pitch as soon as they can, especially if they have a practiced speech all ready to go. There's just one problem: Potential customers are turned off if they think they aren't being listened to, or worse, if they can't even get a word in edgewise.

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Should You Outsource Your Digital Marketing?

As digital marketing tools become more powerful and effective, companies of all sizes are feeling the pressure to incorporate them into their overall marketing strategies. Agencies and consultants allow you to outsource your brand marketing completely, freeing you up to focus directly on your business's daily operations. At first this seems like an excellent idea, especially if your in-house team isn't full of digital marketing experts. Before you commit to outsourcing your marketing to an external agency, however, consider there are some tasks your internal team may be uniquely qualified to do well. Here are some items to consider:

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How Do I Verify the Buyer Personas for My Swim School?

Hey swim schools, do you really know your target audience? You’re probably thinking the obvious answer; families whose kids need swim lessons, of course! But, if you’re really looking to fill your pools with more kids and waiting rooms with more parents, then we have to dive a bit deeper than that, and we do this by creating buyer personas. Buyer personas are the semi-fictional representation of your ideal customers. They are created to narrow down your marketing focus so that your resources, money, time, and effort are spent on the people who are going to benefit your business the most.

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Don’t Make This Mistake When Creating Your Buyer Personas

Today’s best performing businesses know exactly who their target customers are and how to effectively market to them to generate revenue. The secret to this equation is buyer personas, and whether your company has been using buyer personas in your digital marketing strategy for years or you’ve never even considered them before, it’s always a good idea to do some research and brainstorming to narrow your focus on the customers who will positively impact your business the most.

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Get Your Feet Wet with StringCan

We specialize in digital marketing strategy and implementation for multi-location businesses, franchises, and swim schools. But what does that mean and how does it relate to your unique business? We don't play games at StringCan; our team currently works with swim schools and recognizes the value they bring to their communities.

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One Pool is Full, the Other is Running Dry; Is It My Marketing Campaign?

You have a solid business model. Three out of your five locations are right on target, but the remaining two are underperforming. Why, and what can you do to address their barely above-water performance? Many business owners place the blame on location, competition or audience, but these potential issues are not always the cause of a location’s inability to live up to its true potential. There are often other factors at work and methods to determining the underlying causes. Knowing where the trouble lies can ensure a successful turnaround. Here are some tips on how to get to the bottom of this issue:

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What is Content Syndication and Why Should Your Company Use It?

Okay, so you’ve finally gotten the hang of blogging and have a pretty solid content strategy in place to publish content that you think your target audience will find valuable. But, did you know that you can take these efforts even further to generate even more visits to your site? It’s called content syndication.

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Keep Your Blog Afloat, Tips to Getting Back on Track

If you're like many other businesses, you started out blogging on a fairly frequent basis and then started to fade as you began to find blogging to be too time consuming, or maybe you ran out of topics. Unfortunately, this makes your blog, and your business, look neglected. Even worse, readers who came to rely on you for information now have to find it somewhere else. This directly hurts your business by allowing it to fall from its former top-of-mind position to second place to a competitor.

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Is Your Marketing Strategy Delivering Results?

Digital marketing is constantly changing and evolving. Every quarter someone is insisting that one marketing technology is dead and the next best thing is on the horizon. For anyone who's trying to grow their business online, it's far too easy to get distracted by shiny objects and lose focus on what really matters.

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4 Things I Love About Buyer Personas

In this day and age, there is hardly a new destination that we don’t plug into our mobile or car GPS to help guide us there. Printing out directions or using an actual map are the analog equivalent to finding your way around. Think of buyer personas as the GPS to your digital marketing efforts and focus. They guide every turn you make, leading you closer to your end goal, and your digital marketing strategy is far more effective with them. In fact, a study by HubSpot found that using marketing personas made websites 2-5 times more effective and easier to use than websites that didn’t. That’s the difference between making a wrong turn on your way to your destination or arriving there in record time.

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