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Brianna Liestman

When employees become friends

Brianna-Liestman

A recent commentary column from Tom Gimbel, CEO of the LaSalle Network, caught my eye, as the conflict he addressed seemed one that I thought many marine businesses may be facing. In the column, Gimbel discusses the mistake of holding onto an employee longer than he should have, but with the added complication that this employee had become something of a ...

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2016 Best Ideas White Paper now available

Brianna-Liestman

The 2016 Best Ideas White Paper is now available at BoatingIndustry.com. The Best Ideas are selected from the best strategies dealers used to improve their businesses in the past year. From the Best Ideas, four finalists were selected for the Best Ideas panel at the Marine Dealer Conference and Expo in Orlando, and the winner, Mary Jo Goettling of Blue ...

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Nearly half of small businesses don’t have a website

Brianna-Liestman

According to a new survey of 350+ small businesses from Clutch, a B2B research firm, nearly half of small businesses in the U.S. operate without a website. Among the survey’s findings were that 23 percent of existing small business websites are not mobile-friendly and another 9 percent of respondents said they did not know if their website has mobile capabilities. ...

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Last week to submit Top Products

Brianna-Liestman

Submissions for the Boating Industry 2016 Top Products are open for one more week, closing on Mon., Feb. 22. Any product that has been introduced or significantly updated since Jan. 1, 2015 is eligible. Many of you released exciting new products at the Miami Boat Show – all of which are applicable. These Top Products, selected by the editorial staff ...

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Be real, not “on fleek”

Brianna-Liestman

To ensure the boating industry’s future, companies will need to start targeting Millennials. Justin Di Vilio posted a great blog on tips for how to market to Millennials. This week, I would like to briefly cover some “don’ts.” Over the weekend, I found a fascinating article on the “definitive list of things Millennials hate to see in ads.” Among the ...

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It’s time for small businesses to get serious about Instagram

Brianna-Liestman

I’ve talked about Instagram’s growing significance in the role of digital marketing before. I promise I’m not just hyping up the app because I like using it to post pictures of my dog. (Though I do encourage you to follow @boatingindustry for updates and “throwback Thursday” photos from Boating Industry archives.) I’m revisiting the topic because Instagram has announced it ...

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Remember the unconventional buyer

Brianna-Liestman

Everyone in our industry is amped up for their area boat show and the possibility of new boat sales. I, for one, can’t wait to walk the show floor this weekend. I was speaking with a source for an upcoming sales article in our March issue about whether or not boat shows are still an important selling tool. This source ...

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Cut the jargon in 2016

Brianna-Liestman

As an editor, I spend a significant amount of time choosing my words carefully. Each one has a purpose. It’s something we all should practice, but it is particularly important for business communication. We’ve all had that one boss or coworker that speaks in high-level corporate jargon in emails, meetings, even during coffee-machine conversation. The first thing I think about ...

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Sixty-six percent of job seekers use family and friends to find work

Brianna-Liestman

Finding good applicants for open positions is never easy. Indeed, 47 percent of small businesses report few or no qualified applicants for the positions they were trying to fill. New research suggests attracting these applicants may require rethinking how we find them. A new study from Pew Research Center reported that among Americans who have looked for work in the ...

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Google rolls out Smart Goals for advertisers

Brianna-Liestman

Google AdWords is a helpful tool for attracting more web customers, and the newest addition to the platform makes it even more effective. Google launched Smart Goals a few weeks ago, which is intended to attract site visitors who are more apt to purchase something. The program uses machine learning and Google Analytics data to help businesses recognize site visitors ...

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