Decades since the advent of the Digital Revolution, there are industries that still view digital marketing as nearly irrelevant to their business — industries where business owners are “too busy” because there is “enough work” coming from non-digital channels. Until there isn’t.
Whether you’re looking to carve out a niche in such an industry, or you’ve been contacted by a change agent — an employee who’s looking to modernize the business — you’re facing a tough sell. How do you prove your case on digital marketing and help business owners see the big picture?
Let me offer a three-step method I’ve developed in order to help an industry that, when it comes to digital marketing, is largely stuck in the stone age: the stone shop industry. These companies fabricate and install stone countertops for kitchens, bathrooms and fireplace walls. These steps can be applied to any industry… [ Read More ]
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