Pick of the Week: How to Improve Your Email Marketing With Social Media

Social Media and Email Marketing

Social Media Examiner is one of my favorite marketing blogs, and the article I’m highlighting today is exactly why.

How to Improve Your Email Marketing with Social Media hits on two of my favorite topics – email marketing and social media marketing – and brings them into one. Not only that, it specifically dives into promotional options on Facebook, Twitter, and LinkedIn. Now, if I could just get the author to deliver me fresh-baked chocolate chip cookies and a glass of milk while I read… but I digress.

Let’s look at what makes this post so awesome. Continue Reading →

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Implementing Your Marketing Map

Following Marketing Map

Now that you’ve defined your Marketing Map, it’s time for the real work – doing it. I’ll be honest – in the early days of this business, that was the hardest part. I had presences all around the web: a blog, a profile on Facebook, on Twitter, on LinkedIn, and more. Unfortunately, all of those profiles had one thing in common – very inconsistent usage.

The truth is that an inconsistent presence is worse than no presence at all. That’s why I encourage all small business owners to start small. Focus on one social media site, and grow from there. When you have mastered one platform, move on to others. Today I’ll discuss three primary marketing outlets, and how to be consistent on each one. Continue Reading →

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How to Make a Marketing Map for Your Business

Marketing Map

Marketing is generally not anyone’s favorite part of being in business. If you’re like most business owners, you have a specific expertise – a product or service that you love providing to the world. That’s what you went into business in the first place.

But, as we all know, “If you build it, they will come,” works only in the movies. You have to get the word out about your product or service. Knowing how to do that – and how to keep it consistent – will be the difference between success and failure for your business.

Enter the Marketing Map.

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Right Place, Right Time, Clear Message… No Impact

No Impact

When I was in college, there was a central area of campus flanked by five buildings that was called the Pentacrest. There was always a certain person with a large presence in that area. We called him the Pentacrest Preacher. Day after day he would position himself along the sidewalks of the Pentacrest when large numbers of students were walking by, shouting his message of sin and repentance. We all heard him, but there was one problem – no one was listening.

According to traditional marketing ideas, the preacher was doing everything right. He identified his target market. He crafted a targeted message with a clear call to action. He found out where his target market was located, and when they were there. He positioned himself in that place at the right time, and shouted to make sure he was heard. Right place, right time, clear message… but no impact.

Why?

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3 Elements to a Great Brand Story

Create Your Brand Story

Have you noticed that most websites are ‘Me, me, me?’ You might be selling the best product ever made, but if your site is all about how great you are, you won’t gain customers. Customers aren’t interested in how awesome someone else is. They’re interested in their own struggles.

A much better approach is for a business to have a story – complete with drama and a heroic ending – to connect with customers. Once you’ve defined who you are and who your customers are, connect the two by creating a great brand story. These three elements are key.

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When Content Marketing Goes Wrong

Content Gone Wrong


One July a couple years ago, my husband and I went on a road trip. It was short – about 4 hours one way. Since both of us are very casual travelers, we took a side trip and did other things to make it fun.

Until the car broke down.

Sitting in the middle of the rural Midwest in sweltering heat with a dead car, it would have been easy to panic. Instead, we kept each other calm, called for help, secured a rental, and carried on with our trip. That experience taught me a lot about what to do when a crisis hits.

Business is the same. Just like a vehicle, our best laid plans sometimes break down. A staffer may send an offensive tweet on the company account, forgetting it’s not his own. A change in policy or products may lead to an army of angry customers commenting on your Facebook page. No matter the case, there are three steps that can take you from being broken down and put your company back on the road to success.

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To Post, Or Not To Post?

 

To Post or Not to Post

When advising clients regarding content strategy, one question that always arises is “How often should we put up new content?” Some folks advocate a daily posting schedule to a blog, with more frequent posting to Twitter and other social media. Others advocate a weekly blog post, with daily or every-other day to Facebook or other social media. This article will look at both sides, focusing on blog post frequency.

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4 Simple Steps to Creating Great Content Without an Expert

Need Expert

Landing a new account is a great boost for any marketing firm, but creating content for the new client can be tricky if you don’t have a subject matter expert. Fortunately, there are simple steps your firm can take to create high-quality, targeted content for your client even if you don’t specialize in the industry.

1.   Get a Clear Understanding of the Client’s Goals, Customer, and Market

Before you have any idea what content is needed or what platforms are helpful, it’s important to get a handle on the client’s current market position and target customer base. If they don’t have an existing ideal customer profile, help them create one – or more than one, if needed. All content your firm creates will be aimed at the person or persons described in the profile. Many companies create content that is too broad or to company-centric. When content is correctly targeted to an individual ideal customer, it will resonate and convert.

It’s also important at this stage to understand what the client’s primary goal with the content creation process is. Understand how they define success and your firm will be positioned to blow their minds with your results and gain a long-term customer with ongoing marketing needs.

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5 Ways to Reignite Your Clients’ Fire

perseverance fire

(Courtesy of FreeDigitalPhotos.net)

In the realm of ideas everything depends on enthusiasm… in the real world all rests on perseverance.
Johann Wolfgang von Goethe 

The quote is excellent in describing the process of content marketing. The first stage is the idea stage – it gets everyone excited, sells the C-suite, and unifies the team around the goal of gaining sales. The second stage – implementation – can be where the work gets hard, repetitive, and frustrating. This is the perseverance stage. And unfortunately, this is where many firms lose their clients.

As a marketing group, there’s nothing more frustrating than when your clients start to lose steam. Perhaps they expected more instant results. Perhaps they thought the content creation process would be more exciting and less tiresome. Or perhaps the company leadership has introduced new initiatives that are putting pressure on the content marketing team or budget. Regardless, it’s up to you to reignite their fire and keep them on the path to success.

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At a Glance – Content Marketing Essentials

This week I was contacted by MandLoys Digital Agency, asking me to review their content marketing site and consider featuring it on this blog. After reviewing the site, I was more than happy to do so – this is a high quality overview of content marketing.

One thing that was impressive is the way they use parallax scrolling as you view the page, giving you part slide-show and part infographic. In addition, the information is a great base-line overview of content marketing.

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