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Create a Brand Through Content Marketing

September 5th, 2014

Whether you’ve been in the digital and content marketing game for just a few years, or since before the expression “content marketing” was popular, the tools exist for bright minds to create a brand and communicate their thought leadership. Powered with experience, great ideas and a passion for knowledge attainment and sharing, people like Heidi Cohen have walked the talk with content marketing by using content to advance their position in the digital marketing world. Read the rest of this entry »

Proof That Social Calls to Action Work

August 8th, 2014

Any marketer worth his or her salt knows the power of the call to action, but some feel it too much to include them in their social media marketing. Read the rest of this entry »

The Length of Content Marketing – how long should your blogs be?

July 11th, 2014

You know you need content.

You know it must be genuine, interesting and relevant to your audience.

You know it takes time to create.

But do you know how long your blogs and articles should be? Read the rest of this entry »

Social Intelligence: The Right Sequence for Success

June 13th, 2014

Over the past few years there has been a lot of discussion about how to measure digital content and social media activity. Most of the focus has been on measuring after you have put out  content online and in social media. However, many businesses miss the value of gathering social intelligence. There’s a goldmine of data you can, and should,  tap into before you create any content. Business intelligence has always been highly prized, but hard to come by. Social intelligence is much easier to gather, if you know how. Read the rest of this entry »

5 Content Types That Don’t Overtly Sell

May 16th, 2014

According to Neilsen, less than 50% of customers trust any form of advertising.

That confirms what I’ve long believed – the best content marketing doesn’t push or overtly promote your products, services or brand.

Yes, you really can produce content that doesn’t shove selling in your customer’s face. You see, great content is all about offering advice, information and tips and here’s how you do it. Read the rest of this entry »

How to Create an Irresistable Offer

April 25th, 2014

You have to hit the spot if it’s to have any effect.

But how do you make sure you find the right spot and hit it?

It all comes down to understanding your audience.

The following 7 tips will help you work out whom they are and what you need to say to make them want to buy.

7 ways to create an irresistible offer

1. Audience

If you don’t know who your audience is, your offer is dead in the water.

Let’s face it if you’re trying to sell acne cream, you’re going to have more luck with hormonal teenagers who are desperate to find a wonder product that will leave their skin blemish free, than if you were addressing senior citizens.

Understanding your audience, the problems they have and what it is they really want is essential when formulating your offer.

2. Value

The next thing to think about is the perceived value of your offer.

To make it irresistible it must be greater than the cost of the item. That’s why offers from companies like Groupon work so well. Who’s going to turn down a spa break that’s 80% off the normal price?

3. I want one!

Have you noticed that when the latest games console, iPhone, or designer outfit is launched there’s a sudden buying frenzy?

The reason behind that is twofold. Initially, you have the ‘I must be the first to own it’ crowd who rush out and queue up at an ungodly hour just to be one of the first to have it. Then, as all your friends who fall into that category use the item and tell everyone how great it is, you don’t want to be left out. After all, if all those people bought it, it must be good – right?

This is one of the strongest buying motivators – if hundreds, thousands or even millions of people have bought the product, the perception is that it must be good resulting in even more people buying it.

4. Take away their pain

Most of the time, people are looking for a solution to a problem.

But more than that, they also want to experience pleasure in its place. So not only does your offer have to take away the pain they are feeling, it also has to make their life better.

Holidays, as an example, just offer pleasure. But an offer for balding men to help them regain their lost lustrous locks and so become more attractive to women not only solves their problem (hair loss), it also comes with added benefits (extra female attention).

5. Keep in simple

The one thing you don’t want to do is make your offer so complicated it puts people off.

Stick with the good old ‘2 for 1’ or ‘become an expert at the Waltz in a week’ – something that is easy to understand.

6. Guarantee

Your offer is nothing without a great guarantee.

Money is tight, so people will be more inclined to buy your product if they know they are covered should it turn out not to be what they wanted. Plus, it will help build trust. After all, if you’re happy to give a no quibble money back guarantee you must have confidence in your product.

7. Incentives

The buying public are a canny bunch and might need a bit more persuasion to part with their hard earned cash.

That’s where incentives come in. There are 2 main types:

  • Exclusivity – only a certain class can afford it
  • Scarcity – stock is limited in number, or the offer is only available for a certain time period

Both of these have the effect of dangling a carrot in front of your audience, giving them the final nudge they need to buy.

Coming up with a winning offer takes a lot of thought and research and key is how well you understand your audience.

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How Testimonials Can Hurt Your Business

March 28th, 2014

Trust.

You can’t sell without it.

Customers only buy from companies they trust and like and one of the best ways to promote trust is by including testimonials on your website or landing page.
Read the rest of this entry »

Are You Losing Customers Because of Business Changes? (Video)

March 7th, 2014

No business can stay the same forever.

A business that never changes will die a slow death.

And what’s really cool about changes in your business is it gives you the opportunity to reinvigorate the connection with your customers.

Yes!

Every time something changes in your business, you should be letting your customers know.

It’s a pretty neat way to retain your customers and help them be even bigger raving fans.

Take a quick two minutes to watch this video and learn this sneaky trick to keeping your customers around.

If you can’t see the video, you can watch on YouTube ==>> How to Keep Your Customers When Your Business Changes

Are you missing out on opportunities to connect with your customers? Do you have a question about what and when you should connect?

Please leave a comment below.

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3 Google+ Tools to Boost Your Marketing

February 14th, 2014

OK, I’ll admit it. Despite being ‘active’ on Google+ for a while, I still haven’t got to grips with it yet.

How about you?

Are you making the most of it?

Probably not.

My lack of Google+ knowledge got me searching for some answers. I wanted to know how to link my Google+ account with my other social media accounts. After all, it’s relatively easy to link the others up, especially with flexible tools such as IFTTT. There had to be a similar solution for Google+.

My search took me to SocialMediaExaminer and their post about 3 Google+ tools that take your marketing to a new level.

For sharing your posts, it looks at Chrome Do Share and Friends+Me. As I don’t use Chrome I thought I’d check out Friends+Me. It is fairly easy to set up giving you different scheduling options, the option to selectively publish posts and it allows the integration of tracking links. The free option allows you to link 2 social media accounts and there are various paid options to link more.

That’s all well and good, but how do you know whether your Google+ posts are being effective? Well, that’s where their third tool comes into play.

Steady Demand provides analytics for Google+. It shows you what’s working on your page, graded using 3 criteria: post length, mentions and hashtags.The pro version of the tool analyses the activity on your Google+ business page.

All in all, these 3 tools will give you the edge when it comes to using Google+ as part of your marketing strategy.

Thanks SocialMediaExaminer, another informative post.

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Banish The 7 Excuses That Prevent You From Blogging

January 24th, 2014

It’s 2014 – what are you going to do this year?

How about starting that blog you’ve been talking about for the past 18 months, but never quite got round to.
Read the rest of this entry »


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