The Best Form of Marketing is YOU

The most authentic sales tool is one that’s always with you: yourself.If you could harness the most accessible, inexpensive form of marketing for your business, would you want it?

Everyone has it, but it’s easy to overlook.

The most authentic sales tool is one that’s always with you: yourself.

You are the face of your business. Marketing doesn’t sell, people sell! You are the vessel that carries your business brand to every prospect you meet. Are you making the most of own potential?

Being cheerful, confident, and courteous can go a long way toward making a stellar first impression.

Be Cheerful

People want to do business with people they enjoy, and a cheerful attitude can give you a winning edge in many situations.

Whether you are outgoing or more reserved, seek to be:

  • Positive: be optimistic and look on the bright side of life. Be a “green light” thinker and keep an open mind to new ideas.
  • Polite: whether you’re running errands or talking on the phone: be polite. You never know who’s listening.
  • Persistent: when things don’t succeed, don’t give up. Be intentional to build relationships or follow up on leads. Make the first move and don’t take rejection personally. As millionaire businessman Bo Bennett says, “A rejection is nothing more than a necessary step in the pursuit of success.”

Be Confident

When you look good, you feel good. And when you feel good, your confidence is high and you are more likely to perform well.

Your mindset has incredible power to shape your circumstances and help you achieve your goals, so start each day on your toes:

Take care of yourself: Brush your teeth, get regular haircuts, and keep your clothes and accessories in good condition.

Dress professionally: When you dress well, people will respect you. Put time and thought into your choices to communicate that you care about what you do.

Respect your culture: Every company has different expectations for appropriate dress. While you may have the freedom to choose, it’s best to lean on the simple, conservative side with accessories, necklines, or fit of your clothing.

Dress “Up”: If you are attending an important event or meeting, it’s always better to be overdressed than underdressed. A polished look lets people know you are serious and capable. If you feel overly formal when you arrive, you can always roll up your sleeves, ditch your blazer, or loosen your collar.

Be Courteous

Mark Twain said that action speaks louder than words, but not nearly as often.

People will judge you by your behavior, not by your good intentions! How consistently do your actions reveal a positive view of your character or business? Challenge yourself to:

1. Reach out to others. Be the first to say thank you, congratulate others, or start a conversation with someone who is standing alone. Be proactive, intentional, and kind. Do nice things at unexpected moments.

2. Live consistently. What are the mission and the brand values of your company? Do you represent these in both your professional and personal life? If your company exalts community investment, seek to volunteer and invest during your personal life as well.

3. Be prepared for anything. Rehearse your personal introduction and have conversational icebreakers ready for unexpected moments. Have a product testimonial in your back pocket. Keep breath mints, business cards, or a portable phone charger ready. Think of yourself as a friendly, roaming billboard. Everywhere you go you can sell yourself and market your business.

Finally, remember to smile: a friendly smile makes everyone more inclined to like – and do business – with you.

If you need help marketing yourself on paper, give us a call and we’ll make you look your best.


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What You Need to Know About Facebook’s New Mix Modeling Portal

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We’ve written extensively in the past about how when it comes to digital and print marketing, you’re not looking at an either/or proposition. Often, businesses of all sizes are finding great success embracing the best of both worlds – reaching out to the customers who are most receptive to print channels via traditional methods and using digital resources when they’re most appropriate. We’ve even written about how you can take the lessons learned online and use them to make your print strategies even stronger.

We’re not the only people who share this opinion; it would seem. Facebook has recently launched a mixed marketing portal designed to make it easier than ever for businesses to compare Facebook-based advertisements to television, print, and other types of collateral. While this does mean big things for people using Facebook as an advertising platform, what it means for print marketers is even more interesting.

What Facebook is Doing

The social networking giant’s mix modeling portal for marketers is a significant extension of an existing partnership. Over the course of the past few years, Facebook has teamed with Nielsen (the people who tell you how many people watch the Super Bowl each year, among other things), comScore (the people who focus on digital, TV and movie analytics), DoubleVerify (a company that aims to “authenticate the quality of each digital media impression”), and others. This has all been done to provide clear metrics on how far a Facebook ad reaches, how many impressions it gets, its ultimate performance, and more.

For advertisers that rely heavily on Facebook, this means that they now have access to twenty-four different third party measurement partners to track the performance of their ads around the world, see how their ads are comparing against similar ads running in the world of print and more.

For print-based marketers, this also thankfully means that the reverse is true, too.

What This Means For You

Even if you don’t heavily advertise on Facebook, this new model is still something to pay close attention to because of the metrics at play. It’s another example of the ever-important concept of “pay attention to what is working online and use it to strengthen the foundation of your print campaigns.” Thanks to Facebook, this just got a whole lot easier.

By giving advertisers the ability to compare a successful Facebook ad to other elements of their campaign like print, people who DO happen to be heavy print advertisers can essentially come in from the opposite angle and learn just as much. It’s all a matter of perspective – the marketing mix modeling portal can be used to look at one of your successful print ads, compare it to ads that are running on Facebook and use that actionable information to feed back into the print campaign to help achieve your desired outcomes.

Print and digital advertising have historically been measured in very different ways, but thanks to Facebook we just took a big leap closer to a uniform standard that can be used in both situations. You can use the Facebook MMM Portal to see how impressions reach and other metrics translate into the real world and back again.


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Content Marketing Best Practices to Double Down on in 2017

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Marketing is an industry that is constantly changing, especially since technology does the same. If you think back to what your day looked like even five years ago, it will likely have little resemblance to the work you’ve already done today, or how you’re doing it. Despite that, there are still some best practices that are as powerful today as they ever were as far as content marketing is concerned. Along those lines, there are a few key content marketing best practices that you’re going to want to double down on as 2017 fast approaches.

Forget About SEO

In today’s digital climate, the importance of writing content for people first and search engines second cannot be overstated enough. Google has made some massive changes to its algorithm in the last year that favor quality, well-written content above all else. Google, Bing, and more have all placed a strong emphasis on making sure that content is king. As long as you create your marketing collateral with that in mind, these companies have promised to make sure that you’re taken care of regarding search engine rankings.

Focus on helping people. Try to provide insight and provoke a response. If you craft your campaigns with these simple goals in mind, everything else will fall into place.

…But Don’t Totally Forget About SEO

None of that is to say that SEO, in general, isn’t necessary. Just make sure that when it comes to content marketing, you’re not trying to stuff in as many keywords as possible. Instead, shift your SEO efforts to other areas, like making sure that you’re updating your content regularly, that it has all of your (correct) contact information, and that you’re promoting yourself through outlets like social media.

More Than Just Blogs

Remember that blogs are a powerful tool in the content marketing game, but they’re not the only tool you have to play with. Things like newsletters, eBooks, and user guides are all an excellent way to reach your target audience in fun new ways. Visual materials like infographics, charts, and even videos are also a great way to bring the visual element that you’re known for into the content marketing arena in a powerful way.

Refine Your Customer Persona

Many people use customer personas to help guide their marketing campaigns, something that is especially helpful when it comes to content marketing. Something you cannot forget to do, however, is to update these personas on a regular basis. Think about how much your business has changed in the last year and understand that your ideal customer has probably changed just as much. Use the new year as an opportunity to re-evaluate your existing buyer personas so that you can always keep your eye on the prize, so to speak.

A new year brings with it the opportunity to start fresh, but that doesn’t mean throwing the baby out with the bathwater. Embrace new techniques, but also never lose sight of the old saying of “if it ain’t broke, don’t fix it.” Some content marketing best practices are certainly not broken, and those solid techniques are what you can be doubling down on in the new year.


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Content Marketing Is More Powerful Than Ever

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At its core, content marketing is the idea that by creating and distributing high-quality content that is relevant to your products, your services or your brand, you can more easily attract and even retain people who are interested in what you’re selling. If you sell stereo equipment and write a quality blog post about what to look for in a new home theater, you’re more likely to attract new customers by combining that blog with the sales flyer you sent them in the mail.

Put Information in a Format That People Want To Embrace

When people think of content marketing, they usually think of text. While this is true, it’s important not to neglect the visual element. Case in point: pairing your marketing message up with the right visual image can increase the amount of information a reader will retain dramatically. According to one study, people are only 10% likely to remember information they hear 72 hours after they hear it. If that same information is conveyed in a piece of effective, content marketing with a relevant, attention-grabbing image, that number increases to an incredible 65%!

Color Really Does Mean a Lot

Continuing a discussion about the more visual side of content marketing, one of the most important elements that prove these types of marketing collateral can be more effective than ever all comes down to a single word: color. Another study found that if you’re able to include colored visuals in your content marketing (or any marketing for that matter), you instantly increase someone’s willingness to read and experience that content by an astounding 80%.

People Love Learning

Consider the fact that content marketing can be a lot more than just “marketing” – it can be an educational tool, as well. Take infographics, for example – especially since the advent of social media, infographics with rich, striking visuals have quickly proven to be powerful ways to get your message across. In fact, according to one recent study, an infographic is likely to be shared three TIMES more than any other piece of content on social media. When combined with print marketing, you can help establish your brand as an authority in your field to a much larger audience than imagined.

Content Marketing Creates a Higher Return on Investment

If you needed additional reasons to believe that content marketing is stronger than ever, look no further than one of the most important indicators: ROI. Studies have shown that not only does content marketing cost roughly 60% less than traditional outbound marketing like digital ads, but it can also potentially generate THREE TIMES as many leads!

Stats like these go a long way towards proving that content marketing is an excellent way to take your marketing message and present it to your target audience in a way that they’re more than ready to receive. With the right piece of properly designed collateral, you accomplish everything from increasing awareness of your brand to establishing yourself as the real authority you are….. and everything in between. When you consider that 200 million people now use ad blockers as they browse the internet, high-quality, properly designed content is about to become even more important as time goes on.


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Once Upon a Time

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Storytelling is a time-honored tradition which began before humanity had the ability to create long-lasting printed documents. The first stories were a way of passing on an oral tradition and history of various cultures around the world. There is still a storytelling tradition in many cultures, although as communities spread out, storytelling has moved to written, printed, and now digital methods of recording the tales. Oral traditions created a rich history for ancient cultures that gave rise to much of what we call myths and legends today, a blend of history and religion which gave purpose to people who lived short and often harsh lives.

Role of Printing in Storytelling

The development of the printing press gave stories new life because they could be disseminated on a broader scale and replicated easily. No longer were scribes necessary for copying expensive books and papers. Not only was the rich, cultural history and religious beliefs of various people shared among a wider community, but pure fiction was written for the purpose of entertainment and enjoyment for the masses. For those who were not taught to read, stories were read and passed around by those who could.

Storytelling in the Digital Age

While it has become easier to distribute stories in the digital age, and more of the world’s population is educated enough to read, storytelling continues to be a powerful way to distribute a message to people. Computers and the internet make spreading the word faster, but the concept of an oral tradition is easily seen in the many repetitions of news stories online from different slants or points of view. The question lies in how an entity or brand can create a unified story to present to an audience or market. With the unique ability to duplicate digital image and print and distribute them through many channels, storytelling can be a powerful tool for marketing a company or organization.

Incorporating Storytelling in Marketing and Branding

A recent article in Search Engine Journal discusses the benefits of storytelling as a method for branding. The author, Katy Katz, talks about how storytelling creates connections and potential bonds between a brand and a market. When thinking about storytelling for a brand, call to mind some of the brands that you grew up with that have become common words in the American culture such as Kleenex, Coke or Pampers, often used to replace the actual word for the item being talked about. While creating a storytelling campaign for your own brand may not turn it into a common household word, you will still be able to cement the story with the brand name to create lasting memories in the minds of your audience.

Benefits of Brand Storytelling

Katz mentions 5 benefits to brand storytelling in her article.

1. Storytelling builds memories.
2. Storytelling is a natural motivator.
3. Storytelling builds relationships.
4. Storytelling makes content exciting.
5. Storytelling can make something old, new again.

How Can You Use these Benefits to Your Advantage in Marketing?

Since most businesses have competitors that offer products or services that are similar to theirs, branding offers a way to show your differences. Creating a brand story or even just telling your brand’s story in a cohesive manner can give your audience reasons to bond with you beyond pricing or product quality. An excellent example of brand storytelling is the way Tom’s Shoes has incorporated their brand name with their history of giving. (http://www.toms.com/stories/giving/10-years-of-giving-together) They have created not only an excellent product, but a compelling reason to buy from them.

You can do the same.


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What, Exactly, is Content Marketing?

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You’ve probably heard all the buzz about content marketing, yet may still be wondering what, exactly, it is. Content marketing is simply the new form of marketing that uses informative content, rather than blatant sales pitches, to attract potential customers. Instead of proverbially bashing people over the head with whatever you’re trying to sell, content marketing entices them to come to you to learn more about your product, services, and brand.

So, how the heck do you do that?

Create a two-way conversation.

Old-school advertising was pretty much a one-way street with the company doing all the talking. Content marketing turns it into a two-way conversation by actively engaging the audience. Do this by encouraging comments on your blog posts and social media sites, holding contests, or otherwise reaching out to your audience for input.

Keep up your end of the bargain.

Asking for audience participation is good, but it’s not so good if you do nothing with the information you gleaned. Reply to audience comments; respond to their requests and needs. Perhaps a certain aspect of your website keeps getting the same complaint. Hold up your end of the conversation by acknowledging the issue and perhaps even tweaking whatever’s wrong to better fill people’s needs.

Make it easy to find you.

Of course, you won’t have any conversations at all if people can’t find you. In addition to a user-friendly company website, you should set up a blog and accounts on your chosen social media platforms that all easily link back to your website. When you share a blog post or add new information to your website, share the link across your social media channels.

You don’t have to go nuts and join every single social media platform out there. Instead, focus on the ones where your target audience is most likely to tread. Learn more by analyzing the social media habits of your target demographic, then go where those folks go.

Fuel your audience with quality content.

Keeping your audience engaged means keeping up a steady flow of quality content. Again, you don’t have to go nuts trying to post something new and exciting every five minutes, but you do want to add fuel to your content marketing fire with fresh content on a regular basis.

Note the keyword “quality” here. Provide content that’s polished, informative, compelling, and even entertaining. While text may make up a good chunk of your content, also take advantage of the power of pictures and videos. Include them in related posts, or let them fly solo if they say all they need to say on their own.

Since people are none too fond of reading the same stuff again and again, make sure you cover a variety of different topics that are relevant to your audience.

Don’t bombard your audience.

Bombarding your audience can consist of that aforementioned strategy of beating them over the head to “buy, buy, buy” with every post you create. But it can also include posting at such a rapid and fanatical rate that your audience has no time to absorb, respond, or even breathe.

More is not necessarily better, especially if the more is of poor quality. Over-posting can not only mar your reputation as a professional, but it can backfire in a big way. Instead of being attracted to your company, you may instead find your audience fleeing in droves, leaving you with no one left to talk to but yourself.

Mastering the art of attraction is just one aspect of content marketing, but it’s one of the most essential for eventual success.

 

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