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The Trailhead

Guidance for courageous entrepreneurs who want to take their business to new heights.

Rethink, Retool, Relaunch

Rethink, Retool, Relaunch

We kick off Season 1 of the Marketing Trail Guide Podcast – Opportunities in Crisis with John Whitt. John is a business owner, author, keynote speaker and video show host as the Founder of Business Whitt, a professional business coaching and training practice located in Irvine, California. John works with small businesses to improve performance and revenue growth.
We kick off Season 1 of the Marketing Trail Guide Podcast – Opportunities in Crisis with John Whitt. John is a business owner, author, keynote speaker and video show host as the Founder of Business Whitt, a professional business coaching and training practice located in Irvine, California. John works with small businesses to improve performance and revenue growth.

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How to Pivot Your Marketing Strategy During COVID-19

How to Pivot Your Marketing Strategy During COVID-19

While consumers may be spending more time online and seeing more online ads, they are hesitant to make decisions about the future. If your product or service requires commitment or future planning, you can expect your conversion rate to be lower than normal during this period.

This can also be an opportunity to increase your brand awareness and engage with consumers before purchase. And then, after the outbreak lessens and restrictions are lifted, you can remarket to that audience and get the purchases. Read more.

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Coronavirus reshapes consumer habits

Coronavirus reshapes consumer habits

Forty-two percent of surveyed consumers believe the coronavirus pandemic will fundamentally alter their shopping habits, according to a new Future Consumer Index published by Ernst & Young. Around one-third (34%) said they will pay more for local products, while 25% will pay more for trusted brands and 23% will pay more for ethical brands. Learn more:

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Content is king in Covid-19 world as brands make themselves useful

Content is king in Covid-19 world as brands make themselves useful

The Covid-19 pandemic has put many brands in a very difficult position.With large numbers of their customers under lockdowns and/or facing uncertain financial circumstances, engaging effectively with consumers demands new approaches.To maintain and build relationships with consumers while many are sidelined, lots of brands are upping their content marketing investments.

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Navigating business challenges during the COVID-19 crisis

Navigating business challenges during the COVID-19 crisis

We are living in unprecedented times. Not since the 1918 Spanish Flu pandemic have we seen such an impact on people, society, and our economic way of life. Even in the three previous recessions, we have not experienced the impact Coronavirus is having on our daily personal and business lives. History has shown us that businesses tend to be reactionary with responses like cutting budgets and employees, as we have seen in this pandemic. But there needs to be a balanced approach to operations and investments – marketing, innovation, and M&A.

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Businesses adapting to coronavirus need to put thought into the entire customer journey

Businesses adapting to coronavirus need to put thought into the entire customer journey

In the midst of the coronavirus crisis, many businesses have gone to lengths to keep their doors open and the revenue coming in by finding ways to adapt.

Some have created new products to meet needs that either didn’t exist before the crisis, or weren’t as great; others are digitally transforming, finding ways to deliver products and services virtually, or else delivering them in physical form straight to a customer’s door.

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How coronavirus could usher in a new era of brand purpose

How coronavirus could usher in a new era of brand purpose

The coronavirus, with its unprecedented impact on travel, retail and day-to-day life, has sped up several key consumer trends, leading more people to stream media and rely on e-commerce than ever before. Even after signs of normalcy return, the lasting effects on marketing will also be significant, and could enshrine brand purpose — which was already gaining traction pre-pandemic — as the new industry standard, analysts said during a webinar hosted by the Advertising Research Foundation (ARF) on Thursday.

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Big tech could emerge stronger from COVID-19

Big tech could emerge stronger from COVID-19

While the rest of the economy is tanking from the crippling impact of coronavirus, business at the biggest technology companies is holding steady — even thriving. With people told to work from home and stay away from others, the pandemic has deepened reliance on services from the technology industry’s most prominent companies while accelerating trends that were already benefiting them.

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Why It’s Not a Good Idea to Abandon Your Marketing Efforts During a Global Pandemic

Why It’s Not a Good Idea to Abandon Your Marketing Efforts During a Global Pandemic

EOS®, the Entrepreneurial Operating System, is a complete set of simple concepts and practical tools that has helped thousands of entrepreneurs get what they want from their businesses. Today we share an article taken from The EOS Blog: The Secret Ingredient to Great Management. Kevin Krusiewicz is a Fractional Chief Marketing Officer who works with US companies that run on EOS®. He has been helping for-profits and nonprofits build their brand, spread their message, and generate leads since 1999.

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7 Email Cadence Best Practices for Better Email Marketing Campaigns

7 Email Cadence Best Practices for Better Email Marketing Campaigns

Email’s practical use extends beyond the personal — it can also be one of the most effective ways for businesses to convert leads into buyers. An email campaign is an effective strategy for turning a prospect’s interest into hard sales.One of the most crucial components of the email campaign process is email cadence: the pulse, pace, and playbook of a successful email campaign. Let’s take a deeper dive into what an email cadence is on this HubSpot Article.

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