I'm talking about the plethora of unsolicited emails, advertising posts and messages that we receive for products and services that would never appeal to us.
This 'spam' exists because of bad targeting - not understanding your target audience, their ‘pain points’ and how you can provide a solution.
By defining who your ideal customer is and how to engage with them, will give you the power to one day, convert them into loyal customers.
So, before you invest any time, resources and hard-earned cash in your marketing and sales strategy – understand who your market is!
Sounds crazy, as it’s one of the fundamentals of growing a profitable business, BUT…
I’m seeing and hearing some horror stories at the moment where some businesses are getting it so wrong.
It’s a well-known fact the people will always...
Marketing can be a challenge at the best of times and constantly having to create fresh new content can be complex and challenging – especially at the moment, during these uncertain times.
‘Content is the fuel for the marketing and sales engine’
We need to keep creating and publishing it - at every stage of our marketing and sales funnel – from generating awareness through to converting leads into paying customers.
Even the stats tell us that content marketing is 3 times more efficient in terms of leads than outbound marketing.
So, if you feeling disillusioned, lacking motivation or lost for ideas, how about applying the 5E’s to your content marketing:
Whether it's writing blogs and articles, filming video, or creating eBooks and...
Whilst starting my laptop, she strategically placed a self-branded Kit Kat next to my coffee. Logo on the front in brand colours - contact details on the back - simple, subtle and highly effective!
WOW!!! How crafty... how sneaky... how absolutely brilliant!!!
Now, before I get bombarded with comments telling me "this isn't new, it's been around for years!" - I know, BUT it's still one of the most underrated forms of engagement marketing which doesn’t have to cost a fortune!
Marketing your business doesn't need to be highly sophisticated or super clever - sometimes the most simple ideas are the best!
Just think about how you can promote your business using your regular, run-of-the-mill...
YOU are unique...
YOU are one of a kind...
YOU are the real deal!
And, YOU have something incredibly powerful which if you maximise its true potential - it can (and will) grow your business.
I’m referring to your ‘Personal Brand’ – the most powerful marketing and sales tool we all possess.
The intrinsic mix of your passion, values, experience, professional network and of course, skills and expertise.
Authenticity is the key factor as never before has the mantra 'people buy from people' been so relevant.
With the rapid growth of social media and other digital communications, we have become incredibly perceptive to fake, insincere, disingenuous brands, which promote one thing and yet behave completely different – this includes people!
And it goes without saying, being the true authentic...
It’s not you telling the world how wonderful you are – it’s SOMEONE ELSE – which can be incredibly powerful, especially when it’s fellow professionals and customers words we trust most.
It also helps build and promote your personal brand with your ambassadors, role models and influencers.
Where to begin?
LinkedIn is one of the best special platforms for enabling this – using ‘Endorsements’ and ‘Recommendations’.
The difference between LinkedIn ‘Endorsements’ and ‘Recommendations’:
Endorsements can be given by any of your connections, including people who have never worked with you.
Recommendations are those that you either have to specifically request, or specifically accept from someone. They are about as close as...
Will it be the same as previous?
Focusing on the same customers and target consumers?
Using the same marketing tools and channels?
Spending the same budget?
Hoping (and praying) for the same results as this time last year?
If so - STOP!
Before you spend a penny more on your marketing, conduct an audit.
Far too many businesses make the mistake of throwing money at the same marketing and sales activities, not really sure what they will achieve - hoping it will go back to the 'good ole' days'!
Business has changed.
Consumers have changed.
Marketing has changed!
Marketing can be an expensive activity for your business, so it's good to know what's working and what isn't - long before you invest your...
‘Our website is receiving less traffic – even though we’re still posting fresh content...’
‘My LinkedIn posts are receiving fewer likes, comments and shares...’
‘Our weekly email newsletter has been receiving fewer opens and clicks...’
‘My sales have declined dramatically...’
All of which can be very disheartening.
Whilst being regular and present with your marketing is still REALLY important - life has changed.
And, your target audience may no longer desire the same types of communication they previously used to like... desire – even relish!
Maybe this is a good opportunity to change the way in which you communicate with your target audience?
Make your marketing more relatable, authentic and empathetic.
Use scenarios, stories and real-life...
There, I’ve said it!!
If you’re already feeling offended, please don’t read on.
Change occurs often when we least expect it – and it can be immediate or over a long period of time.
One thing that is for certain, business is in a period of change at present.
A period of ‘forced’ change.
We can no longer physically meet face-to-face – for meetings, group training, seminars and conferences.
We can no longer meet for a coffee, lunch or go to the pub or even share dinner after work.
And we can no longer share a joke or some juicy gossip with our...
I’m sure, like me, these conjure up mixed emotions for you too.
Stories can be engaging, enlightening and educational...
They can take us to another place – a different world or make us perceive and understand things differently.
Storytelling is also a powerful technique for marketing our business brand
We can craft key messages aimed at specific audiences to capture their attention and begin to build a relationship.
This in turn, forms an emotional connection – ultimately to become a customer - a happy, loyal and valued customer!
“Facts tell, but stories sell.”
One of my favourite quotes by Bryan Eisenberg.
So, whilst we are still enduring this period of lockdown, why not start thinking about your story?
How will you promote...
The right tools and a strategic approach often lead to increased engagement and a higher conversion rate.
Here's my 5 tips for developing your email marketing campaigns:
Email marketing has the ability to generate high quality leads, but only if the right people sign up to your list. List building is one of the most important stages in the process.
You need to obtain quality prospects, otherwise the information that you send out is not going to have the desired effect.
Building a high quality list though takes time, patience and determination.
Ideas to build your list: