Posts Tagged ‘Marketing’


The Power of the Press Release

11-19 press release smallAs a small business owner, you need as many tools in your marketing arsenal as possible. Press releases are an excellent resource for helping you reach more people online as well as attract the attention of journalists and bloggers. But you don’t need to hire a public relations professional to start leveraging press releases. Here’s your guide to getting started.

Focus on the Angle

Press releases, by their very nature, focus on news. They’re not promotional articles or advertising. So if you’re going to write one, you need a news angle. That might be that you just opened your shop downtown, or that you recently secured your first government contract. Ask yourself this: would this fit in my local newspaper? If not, you don’t have a topic for your first press release.

This is especially important when you reach out to journalists to cover your story. They don’t care how great you think your company is; they want stories that their readers are interested in. So keep your focus on relevant news, and you’ll be fine.

Consider Your Channels

There are websites that focus solely on distributing press releases online. These are great for getting your news out there on many sites, as well as getting links back to your website. The more places your press release is found, the more opportunity for potential customers, as well as journalists and bloggers, to stumble upon it.

Another option you have is to send that press release directly to journalists you think might be interested in your news. Start locally; you’ll have a better shot of making it in your local daily newspaper than on the front page of New York Times.

Keep Your Timing in Mind

If your news happens in two weeks, you need to start pitching journalists now, and ask them to honor the embargo of 2 weeks (that just means they won’t leak your news until your specified date). While journalists and bloggers will need more lead time to write the story, online press release distribution services don’t, and many can publish your release within a few hours of submission. Chart out your timing before you need your news announced so you avoid last minute time crunches that could ruin your carefully-timed news announcement.

Watch Those Metrics

One of the purposes of using press releases online is to attract website visitors. Once you’ve published a press release or have gotten mentioned in online media, check your analytics after a few days to see if this coverage resulted in a boost in traffic. See where the traffic is coming from; one site that publishes press releases might send more than another, and this is important for your overall marketing and PR strategy.

One press release won’t result in dozens of new customers, but a steady cadence might. Only publish releases if you’ve got something newsworthy, but do build them into the bigger picture.


How to Guarantee More Engagement for Your Blog

11-6 Blogging for business - small“If you build it, they will come”- from the movie, “Field of Dreams”

You just finished writing an insightful piece for your company’s blog that may change the industry. Now, all that has to be done is post it and people will write hundreds of reactions, right? No, this is wrong. The “just because you build it” strategy, doesn’t mean users will find the website and react to it.

Instead, here are seven surefire techniques to get more engagement for your posts:

  1. Be relevant, controversial or entertaining. Don’t be like your competitors. Post content that people want to read that can’t be found other places on the web. Have a point of view that will challenge readers and push them to respond. This is one place where a “me too” strategy does not work.
  2. Be regular. Post at least weekly. The more that users know there will be new content on a web site, the more likely they are to read it on a regular basis. This is the only way to build a sustained following that will make users comfortable enough for commenting on the blog posts.
  3. Be visual. People would much rather see a picture or watch a two minute video than read a long detailed article. Use numbers in titles and throughout the articles to attract users looking for simple solutions. The numbers 5 and 7 are most popular with readers.
  4. Be an easy read. Don’t construct posts that are dense with text. Make it simple to pick out the relevant points so a user can respond even if they did not read the entire post in detail. Use subheads, numbers and bolding to hook the reader.
  5. Add links. Don’t let users leave the company blog by clicking through on links. Ensure that all outside links open in a separate browser window so users can easily come back to your page. Also, include internal web links that will refer to other content on your blog to generate additional traffic for older posts.
  6. Share. Utilize share buttons for Twitter, Facebook, Pinterest and Google Plus on the company blog page. Test that the actual “share” includes a short description and relevant picture. Post notifications from your business handle about the content. This needs to be posted more than one time, but without repeating the same title. Take different angles of the article to use as headlines when posting again on various social media platforms.
  7. Watch style and grammar. No one wants to read a post that has spelling errors or language syntax problems. It also reflects very badly on the brand. The reader will ask themselves: If they can’t spell correctly, can I trust them to solve my problem? Broken links will also frustrate the user. If you can’t get an additional person to review the post then read it aloud and click through on all links to find any errors. Tools can be used to periodically find broken links on the company web site. http://www.wpuniversity.com/blog/5-tools-find-broken-links

How do you get users to interact with your blog content?


Nextiva Tuesday Tip: Customer Service Trends for the Holidays

Modern Christamas gifts box presents on brown paperThe holiday shopping season is almost here, and if your small business hopes to come out on top in the furious competition for holiday sales, you’d best take notice of these holiday shopping trends for 2014 and what they mean to your customer service.

Online shopping takes center stage.

Customers are using the Internet not only to shop for gifts, but also to research holiday purchases even when the final purchase is made in a brick-and-mortar store.

What you can do: Whether you sell products online, in a physical store or both, your digital presence is crucial. Use customer service tools such as live chat to engage with prospects browsing on your website. Prominently put contact information such as your toll-free customer service number/s on every page of your website. Post your store’s address, phone number and hours of operation clearly so your website drives customers to your store.  

Time is of the essence.

Consumers are busier than ever; a recent holiday shopping survey found that’s one reason they’re going online to “pre-plan” their spending. Waste their time and you risk turning them off your business permanently.

What you can do: Make sure your customer service staff, from order takers or call center employees to front-line retail clerks, is adequate to handle peak demand. Also ensure your network is working properly so customers shopping or researching online don’t experience delays. If you have an ecommerce site, offer multiple options for getting help fast—from call-in numbers to FAQs and popup live chat windows.

Money is tight.

More than 80 percent of consumers plan to spend the same as or less than they did last year. Consumers say price is their top consideration when deciding where to shop.

What you can do: Help customers make smart choices focused on value. As a small business, you may not be able to offer rock-bottom prices. Here’s where your customer service team comes in, by offering expertise and guidance to explain why your products are worth their cost and helping customers decide between various options.

Shoppers have lots of alternatives.

The average consumer will visit two to three stores and/or websites before making a holiday purchase. Online, the competition is just a click away.

What you can do: Providing stellar customer service is essential. Make sure your customer service team is trained, empowered and energized to provide the best possible shopping experience. If you don’t already have a loyalty program, implement one now to reward loyal customers. 


5 Out-of-the Box Digital Marketing Ideas

10-22 Outside the boxWhen it comes to marketing your small business, you don’t want to have the same marketing campaign as your competitor, but sometimes you simply can’t find the creative juice to develop an inspiring idea. Here, we’ve got five ideas to jumpstart your thinking and get you moving toward increased sales and floods of new customers.

1. Viral Video

If you’ve never considered creating a video, there’s never been a more affordable time to dabble in the medium. Many of your customers likely prefer video as a means to consume content, over written content. By developing a few strategic videos (try a how-to to start) you can attract a different audience from your standard one, and you can reach a wider number of people if you invest in making a killer video that people want to share.

Getting Started: John Jantsch has a great list of video editing tools that will set you off on the right foot with your video marketing. 

​​2. Infographics

If you’re heavy into blogging, remember that you don’t always have to write your content. Liven up your blog with an occasional infographic, and then see if your traffic jumped for that post. An infographic takes a dense amount of information and makes it visually appealing so that more people absorb it.

Getting Started: If you’re not design-oriented, use a tool like Piktochart to easily create visually appealing infographics.

3. Giveaway

What better way to attract people toward your brand than by giving something away? That might be some of your products, or maybe a larger prize, like an iPad. If you list your giveaway on sites dedicated to giveaways, you’ll reach people who otherwise wouldn’t have heard of your product.

Getting Started:  Set your parameters for the giveaway. How can people enter? Are there multiple ways to get entries? How many winners will you select? What’s the deadline? Where will you promote it? The more you promote it, the more entries you’ll have, and thereby more leads. 

4. Co-Marketing

Let’s say you sell peanut butter, and you know a guy who runs a jelly store. If you partner up, you can combine forces to market your products together. Maybe you offer a 25% off of jelly coupon to every customer you have, and he does the same for your peanut butter. Or you go in on online advertising together, cut your costs, and double your results.

Getting Started: Look to your local community to find possible partners. They shouldn’t compete, but should sell products that complement yours. 

5. Speaking

Speaking as an expert in your field is an excellent way to brand yourself. Choose a topic you know well (and maybe one that lends itself to people deciding they’d rather hire you to do it than do themselves), and give plenty of value in that speech. Afterward, be available for people to approach with questions.

Getting Started:  Look for conferences and trade shows in your industry, then pitch event planners on the topic you’d like to cover. After getting a few under your belt, they’ll come easier.

Always be on the lookout for opportunities to market that maybe everyone else isn’t already doing.


Mondays with Mike: 4 Marketing Fails And What You Can Learn From Them

Some marketing campaigns are more successful than others.  You might be unhappy with an ad that leaves consumers scratching their heads or that doesn’t make your product very memorable.  You may want to take a big chance – roll the dice on a new campaign that will cement your place in consumers’ minds and hearts.  As we are bombarded by more and more images, slogans, and ads, companies are having to be increasingly creative in making a lasting impression.  

 

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Be careful, though!  It’s possible not to just miss the mark, but to miss the target altogether and end up with a full-blown marketing catastrophe.  Here are a few ways in which marketing can be a huge flop – and more importantly, what you can learn from the failures of others.

  1. Unintended Consequences.  How certain was Todd Davis, CEO of Lifelock, that his company could protect the financial security and identities of its users?  Certain enough that he posted his social security number on the company’s website and even on billboards.  How big was the fail?  By last count, Davis’ identity has been stolen at least thirteen times, and to add insult to injury, the Federal Trade Commission even fined Lifelock $12 million for making false claims in its advertising.  Takeaway:  Think your ad campaign through.  Don’t set yourself up by failing to anticipate the logical outcome of your marketing strategy.
  2. Underestimated Cost.  In the early 1990s, Pepsi developed a marketing campaign designed to boost its flagging sales in the Philippines.  They printed numbers on the underside of bottle caps and ran a contest, promising to award 1 million Philippine pesos to the lucky winner with the winning number.  An error in the number selection process resulted in the wrong winning number being announced – a number that had been printed on 800,000 bottle caps.  A contest that was intended to have a $2 million in payouts ended up costing Pepsi over $10 million in legal fees and restitution.  The moral:  Run the numbers, and then run them again.  Make sure you’ve accounted for all of the costs of your campaign, even if it doesn’t go the way you’ve planned.
  3. Inability To Control Content.  Making the most of social media means that companies have to react lightning quick to comments from users who expect interaction.  The trouble, though, is that when comments are live and public, you can end up with some embarrassing or inappropriate messages on your company’s page.  Take Qantas Airlines as an example.  Despite the fact that they’d grounded their flights due to a contract dispute, they introduced a campaign inviting customers to share their dream flight experiences.  The hashtag #QantasLuxury was quickly coopted by frustrated fliers who were trying to get to a funeral or home to a pregnant partner about to deliver.  If you invite the public to participate, make sure you can control the content.
  4. Unintentionally offensive.  Motherhood – the sacred institution.  It’s associated with love, warmth, caring, and … housework?  Mr. Clean’s Mother’s Day advertisement prompted women with a catchy encouragement: “This Mother’s Day, get back to the job that really matters.”  The photo of a woman cleaning pressed all the wrong buttons with many consumers.  Make sure that the message you’re sending isn’t going to inadvertently piss your customers off.  Do a little test marketing!

It’s the splashiest, most outrageous marketing campaigns that garner the most attention.  Fortune does indeed favor the bold, but you need to ensure that your advertisements don’t end up costing you business.  Learn from the mistakes of others.

 

 

 


How to Get Your Business Email Delivered

Stocksy_txpf1294e40taA000_Small_354765Spam has been a problem since 1865. When a group of British politicians received unsolicited telegrams promoting a local dentistry shop, they were angry. One of the recipients wrote a letter to the editor of The Times asking “by what right do they disturb me by a telegram which is evidently simply the medium of advertisement?” He proceeded to request a stop to this “intolerable nuisance”.

Flash forward over 100 years to 1978. Gary Thuerk, a marketing manager at Digital Equipment Corp., sends a message promoting a new computer model to 393 users on ARPANET (the precursor to the internet) and becomes the “father of spam”. The reaction was almost completely hostile and Thuerk was harshly reprimanded.

So after so much backlash, why does the sending of spam messages continue? Because this marketing technique works. Thuerk’s company sold more than 20 computer systems for more than a million dollars apiece from this type of message.

In the years since, spam has continued to be sent and continued to be fought by email gatekeeping filters. Some estimate that 90% of all email sent is actually spam.

So how do you get a company’s email through all that spam filters?

  1. Use double opt in when possible. A subscriber fills out a form and then confirms that subscription again via email. While this two-step process is a bit cumbersome and will result in a reduction of the list, it is the best way to preserve a reputation and therefore the deliverability with the email provider.
  2. Keep complaints low. When someone does complain, remove them from the list immediately. It is surprising how these people do not remove themselves when they make the complaint.
  3. Use a reputable email marketing provider. Most professional services like Infusionsoft, and Constant Contact have strict standards of mailing. Every email address on a subscriber list must be verified by the sender or the receiver to keep deliverability high.
  4. Do not use Yahoo, Gmail or AOL domain names. Since these types of accounts represent the domains where most spam is sent from, they have a higher likelihood to be filter out as spam.
  5. Stop using trigger words. This increase the chances of the email being labeled as spam. For instance, do not use the words “free”, “you have been selected”, “24 hours”, “test”, “hello”, “help”, “percent off” or “reminder”.
  6. If images are used, include more text. Images alone have a greater chance of going into the spam bucket. Use plenty of text along with those images to improve deliverability.
  7. Always spell check the email. A lot of spam is from non English speakers who have a tendency to misspell words. Always spell check the entire email to get past this filter.
  8. Use 25 character subject line. Keep the subject line short. Not only does this help to get past the spam filters, it increase readability on mobile devices.
  9. Watch the “From” field. Always use a real person’s name and not Sales@Mystore.com. These have a greater probability to get caught in the filters since they are viewed as less authentic.
  10. Encourage recipients to add the domain to their address book or white label list. This will ensure that the emails always land in the inbox.

What is the deliverability of your email like?


7 Keys to Digital Marketing Success

Man working at his desk during the dayIf you’re new to running a business online, you might feel like you’re looking up from the bottom of a very tall mountain. There’s so much to learn, and so much competition. Sure, it can be daunting, but you’ll learn the best strategies for your business over time. But for now, here are seven strategies that will give you a little boost to get started on the right path.

1. Have a Strong Presence Online

This is probably my biggest tip from my own personal experience. When I’m not running my #SmallBizChat or blogging, I’m on Twitter, Google+, or LinkedIn chatting with contacts and sharing content. I strive to create value to small business owners, and want them to know that they can find great advice and tips from me, no matter which channel.

Decide what you’re known for and what you can help people with. Then dominate that field on every digital channel that makes sense.

2. Limit The Channels You Use

Notice in the last tip, I said to use “every digital channel that makes sense.” That does not mean you need to be on every single social media out there. Find out which ones your customers are spending time on, then settle in to roost on those. I’d say you can’t successfully manage a presence on more than three or four. Find what number and which sites you enjoy using and stick to those, even if it’s just one to begin with.

3. Read, Read, Read!

You can’t succeed as a business owner if you operate in a bubble. Sure, you know a lot about your industry, but there’s still a ton left for you to learn. And you also need to stay on top of other areas like marketing and business strategy.

Find blogs you enjoy reading and subscribe to them. Participate in LinkedIn groups so you can get access to more content on your industry. Make continuous learning part of your daily to-dos.

4. Get Your Website Right

Because your website is often a potential customer’s first interaction with your brand, you need to ensure it speaks to them. Your copy should be targeted exactly to the audience you’re trying to reach and quickly tell them that they’re in the right place for what they’re seeking.

5. Leverage SEO

Being found on search engines is imperative for the success of your digital business. Use keywords that zero in on what you offer, and that will help you rise up search engines. And if you’re a local brick-and-mortar business, such as a bakery, make sure you include the name of your city or town in those keywords.

6. Use Email to Reach Your Network

Email, too, can help you expand your business. Segment your list so that it’s divided into groups of people that make sense, such as those that have bought shoes, those that have bought women’s dresses, et cetera. You want to send a highly targeted email to each group so they feel connected with your offer, not turned off by it because it’s not relevant.

7. Be Consistent

Everything you do online has to keep being done if you stand a shot of success. Update your social media daily, or at the very least, several times a week. Blog consistently. Send your email newsletter out at the same time each month. 


5 Things to do to Prep Your E-Commerce Site for the Holidays

It’s crazy how the end of the year seems to speed up, isn’t it? One minute we’re enjoying fireworks on the Fourth of July, and the next…it’s Christmas. For most people, this just means it’s time to start thinking about buying presents, but if you run an e-commerce store, it means a lot more planning. Don’t procrastinate until November to get your holiday marketing and sales strategies in place. Get started today.

1. Decide on Your Marketing Campaigns

No, it’s not too early to brainstorm on what this holiday season’s marketing campaign will look like. You’ll need ample time to plan out your social media and blogging calendar, as well as purchase advertising and tweak your SEO keywords.

Look at past campaigns and assess what worked and what didn’t. Then use that information to develop an even smarter campaign to reach new and existing customers this year.

2. Get Your Email List in Order

Even if you’re regularly using email to market to your customers, you need to get a game plan for the holidays. If you use a sophisticated ecommerce system, you should be able to pull the email addresses of the customers that bought from you last holiday season. Start a new list of past holiday customers to send promotions to. They already know the quality of your products, and you’ll make it easy for them to buy again from you this year.

3. Plan for a Bump Up in Inventory

The last thing you want is to run out of a product in the middle of the busiest shopping time of the year. So budget to increase your orders with your suppliers, and even find backup suppliers in case the companies you typically work with can’t keep up with demand. See if you can negotiate a lower per-unit price if you boost your order size.

4. Recruit Holiday Help

You should consider bringing on additional hands to help you fulfill orders and answer customer service calls for Q4. Start looking now. You need time before the holidays to recruit and train your temp staff to ensure that they’re on top of their game when sales start escalating in late November.

5. Plan Promotions

Will you take advantage of Black Friday or Cyber Monday? What about Free Shipping Day, which falls on December 18 this year? These are all easy opportunities to build promotions around, so set up a calendar, select the days you want to pump up promotions for, then plan out your emails and social media updates for each.

Speaking of social media, make sure you’ll have time to manage your accounts, if you’re the person who usually does so. If you let your social networks fall to the wayside last year, consider hiring a freelancer or part-time marketing assistant to help with it this year. After all, retailers have seen as much as 66% of Black Friday sales as a result of social media shares, so you want to capitalize on that this year!

The sooner you start planning and working on your holiday sales strategy, the smoother it’ll go at the end of the year.

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Mondays with Mike: What The ALS Ice Bucket Challenge Can Teach You About Marketing

Your mother, your brother, your best friend, and a loooong list of celebrities, and me too: everyone jumped on the ALS Ice Bucket Challenge, posting videos of themselves, donating money, and challenging their friends and family to do the same.  Those who participated got their fifteen minutes of fame, and those who wimped out were ridiculed as being no fun.

Aside from the fact that the Challenge raised millions of dollars and promoted awareness about ALS, a terrible, degenerative disease, the Ice Bucket Challenge is a remarkable example of the tremendous power of social media, and it illustrates what can happen when you invite your customers to share pics, videos, and messages that promote your brand.  There are several important principles that the Ice Bucket Challenge teaches us about developing a winning social media marketing strategy. 

  1. Be the EST.  While Challenge videos that simply featured calls out to a couple of friends followed by a typical soaking didn’t circulate terribly far, videos of particularly creative approaches were shared thousands and thousands of times.  FunniEST, coldEST, wettEST … extreme examples got the most views.  Whether it was Ben Affleck calling out his celebrity pals and then pushing his wife into their swimming pool, or whether it was a group of middle aged moms rapping their challenge, standing out from the crowd is what gets the most mileage.  Invite the participants in your social media campaign to interact in creative ways.  Ask them to give you their EST.
  2. Find something ubiquitous.  Everyone could participate in the Ice Bucket Challenge, because all that’s required is water, ice, and some sort of container.  If the components had been caviar, platinum, and moon rocks, then that would have left most of us out.  Invite your fans to tweet, photograph, and share pics of themselves in your place of business, or wearing your logo.  Make it simple, repeatable, and leave room for creativity.
  3. Recognize the emotional power of social media.  There was some criticism of the Ice Bucket Challenge from folks who thought it trivialized the disease.  Some of the most powerful videos posted and shared were those made by people who suffer from ALS and from their friends and families.  Authenticity shines through in a video, and creating a powerful emotional connection with your brand through your customers’ true stories promotes your brand in a positive way.
  4. Be pictorial or easy to replicate.  Maybe you invite your fans to take your logo on vacation with them and share pics of your logo in exotic places.  Or perhaps you give away bumper stickers and ask customers to take pics of their cars in unusual spots.  The key is to make it easy to incorporate your logo into a photo that can be shared and reshared until the image covers the globe. 

Creative images make millions of impressions via social media.  You invite the participation of your customers, and while you will need to monitor and perhaps to edit content to ensure that it’s appropriate, the beauty of a social media campaign is that you can sit back and let your fans do your marketing for you. 

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