[UPDATED SEPTEMBER 1, 2021]
Beckmann Collaborative is a business training and marketing consulting firm based in Austin, Texas. We serve clients throughout the United States of America. Our mission is to transform teams from disorganized, fractured marketing efforts into those with a cohesive collaboration with better results.
We co-create innovative solutions with our clients around their marketing, sales, and operations. Together, we solve problems and create structures that allow each business to grow and evolve.
Candice is a marketing strategist and trainer focused on supporting growing businesses to find, attract and retain their ideal customers. Her professional journey includes marketing for Broadway shows, Carnegie Hall, high-tech companies, and a variety of small businesses including health and wellness practitioners over the past 13+ years.
GUEST POST by Heather Redding
We all spend the majority of our waking hours at work these days. Our careers make up a considerable portion of what we do each day and how we operate. It’s no wonder, then, that many of the most talented people in the current landscape are keen to work for companies that put their needs and satisfaction first.
The term “company culture” isn’t just a buzzword for recruitment. Your culture describes how people feel when they’re working in your office, and how connected your team is to each other and your goals. According to Deloitte, 88% of employees and 94% of team executives believe that good workplace culture is essential to any business's success.
So, how do you create a positive culture for your business?
When you’re building a successful sales and marketing strategy, where do you go first? The answer is usually you look at your CRM. Your customer relationship management tools will give...
When you're on a budget (of both time and money), it can be tough to step away from billable work to focus your efforts towards working "on the business." And yet, a realistic marketing plan is one of the most important things you can do to ensure that billable work continues to roll-in. Without customers, there is no business. Without marketing and sales, there are no leads to become customers.
Sorry to all of my marketing entrepreneur friends selling a formula, but I simply disagree. At its core, marketing is simply the ways a business most effectively communicates what they do and why they do it with the intention of generating revenue from those communications. No formula that someone creates will always apply to you. There will be cool ideas embedded in a formula for sure, just remember that your business - like a fingerprint - is unique to you.
How has Marketing become so Complicated?
Like any other...
As we countdown to Thanksgiving, the new year is on the horizon. For marketers and business owners, that means one thing — it’s time to make a plan.
Your business needs a marketing plan because your marketing and sales efforts will be moot, without a defined strategy in place. Some see marketing plans as a daunting process to delay for as long as possible. At Beckmann Collaborative, we know how much fun it can be to create a fresh new marketing plan.
It's something that helps you understand your target audience, makes you think about the way to communicate your brand, evaluate competitors, and set realistic, measurable goals you can work toward.
To keep things simple, we've come up with a blueprint that organizes your Marketing Plan into Six Sections:
Whether you know it or not, you have a Brand. To get yourself in the right mindset, gather the key elements of your business' branding into one place - everything from your visual...
UPDATED: July 2021
For thousands of years, business owners made decisions based on their prior knowledge - the data in their minds. Within the past 15-20 years, the digital age has shifted decision making to lean exclusively on hard data. It makes sense. Your ability to set goals and plans based on data can significantly shorten the testing time. The guesswork is removed.
As it is with so many other shifts during the digital age, we may have reached a point of going a little too extreme. Yes, data is vital to decision making. Is it the exclusive way to identify patterns and make wise decisions? I don't think so.
A recent survey of business decision makers presented some very interesting results.
"86.8% of respondents report that their work environment is in constant flux or lacking clear correct decisions, and 40% say that they’re motivated to change their decision making process because of...
Earlier this year, I was invited to become an instructor with General Assembly. A few times each month, I would go to their offices in downtown Austin to lead classes such as Intro to Digital Marketing and Intro to Content Strategy. The experience has been more enriching than I originally anticipated. Yes, I’m getting the opportunity to share what I’ve learned by trying and failing or succeeding to others. Hooray for knowledge transfer! Along the way, I learned some valuable lessons and so I perked up when they asked if I wanted to teach even more.
This month I’m leading a 10-week part-time course two nights per week. In preparation for teaching this course, General Assembly (GA) has a thorough onboarding procedure. I call it Training the Trainer. Stepping outside of the usual approach and getting new ideas from GA was incredibly helpful.
Important Aside for Context:
I’ve been training my clients and their teams over the past 4...
Goal setting is the foundation of all your marketing strategy and the tactics you use to fulfill on it. If you want people to make purchases through your website, then shouldn't you be tracking conversions?
And if you are posting to social media and writing blogs every week, wouldn't you like to have a clear understanding of what is working (or not working)?
It is logical that you want to see the effect of your marketing tactics and be able to measure that success or failure. This line of thinking leads you to today's topic: Goal Setting.
First, let's look at your business objectives or goals. Wait, you have those setup... right?
Does your company have a mission, vision or values? Usually, your mission or vision represent your passion for what you do. It's a good place to start the conversation about goals.
For those of us in small business, we are...
UPDATED: December 22, 2021
A Marketing Content Audit is a comprehensive analysis and evaluation of your business' marketing. This includes your goals, strategies, tactics, and the results of your marketing efforts. Evaluation is the first step towards creating a powerful marketing strategy - knowing your current situation.
Conducting a content audit is a powerful way to get more deeply in touch with your brand, products and services; and it helps to refocus your marketing strategy.
In this article, you'll learn more about the marketing audit, its components and how it is used.
To begin your marketing audit, evaluate your big-picture plans.
For those of you who know me well, you might easily guess that I’m a big advocate of collaboration in business. Built into Beckmann Collaborative is the understanding that partnerships make us all stronger. When I share resources with my strategic partners, it allows us to improve the quality of each project, increase leads, expand brand awareness, and have a business confidant. These partners are purpose-driven and share some of my values.
Simply put, collaboration is the act of engaging with someone to cooperatively create something. This definition is broad enough for one to understand, but how collaboration shows up in the workplace can often be unclear. This is especially difficult if you are a business owner and have been trained to focus on competition.
When businesses come together with a common purpose to serve a shared mission or customer, we all become stronger. Collaboration means that we find ways to create a bigger impact...
Since today is my birthday (Candice Beckmann), I wanted to share some personal insights from my experiences of growing up with incredible mentoring programs for developing my professional skills.
And I’d like to also express my gratitude for those individuals and employers who saw the importance of investing in me and others.
Mentoring programs help to build skills, not only in daily work duties, but also in the less tangible areas such as leadership, teamwork, confidence, and self-awareness. A great mentor provides priceless advice and guidance, which an employee or mentee will take on throughout her career. Thank you to those who have taken the time and patience to coach and support me over the years.
My life and the lives of those I work with are better because of the opportunities I had to learn and grow with past companies through training and mentoring programs. So I pay it forward as often as possible. I love being in a mentoring...