Why Do You Need Content Marketing?

Posted on March 29, 2013 by admin

There are a lot of reasons to implement content marketing. If you have a website – you need to promote it, plain and simple. It’s not enough to have a web presence – you have to get in the conversation.

Posted in Content Marketing | Tagged , , , , , , , , , , , | 1 Comment

Use Social Media to Draw People to Your Blog Posts

Posted on March 28, 2013 by admin

17781013_mOne thing you can do right now to improve the results you get from your social media is to bring ‘em back. Back onto your latest blog post, that is.

Using social media to draw people to your blog posts is a great way to get more effectiveness out of both. A recent post on Social Media Examiner stresses this point, stating that there’s room for blog posts on social media when you follow the 80/20 rule:  20 percent of your content can purposefully highlight what you do and offer, and the other 80 percent can be providing informational and relational content for your audience.

Reasons to Use Social Media to Draw People to Your Blog Posts:

– Reminds people that you’re an expert in your business area.
– Brings users back to your blog page, increasing their connection to your business.
– Opens a door to greater use of social media platforms, such as putting an image in your blog that a user can then share on Pinterest.
– Allows you to gauge which areas are peaking audience interest by how your blog readership goes up (or doesn’t go up) when you share the link in social media.
– Allows you to feature guest bloggers so that you can capture additional site traffic.

As you think about sharing your blogs regularly on social media, don’t be afraid to change up the way you post the link, especially with Twitter. Use a key phrase from the blog, not just the title. Post a question that may be answered with a link to your blog. Include your blog posts on LinkedIn as well, since your blog may become news material that is shared across LinkedIn with subscribers. Social Media Examiner also suggests adding the “Clicktotweet” tool within the text of your blog itself for even simpler sharing.

Another suggestion: ask and ask again. It’s perfectly acceptable and perfectly wise to ask social media users to share your blog content. One clever way is to create an iFrame on your Facebook (also called a tab in some cases) to clearly advertise and promote your blogs.

Posted in Blog Writing, Consistent Customer Communications, Content Marketing, Guest Blog, Marketing Strategy, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , | 3 Comments

Keys to Successfully Market a New Business

Posted on March 27, 2013 by admin

17982089_mSo you’ve got a good product or service and you’re ready to take it to the next level. What does it take to successfully market a new business? It begins with a good website. These days so much of commerce occurs online that not having a website, or implementing one poorly, is the equivalent of hanging your own noose.

But an effective website has the opposite power to propel and market a new business to financial success. It’s a tool to build trust and rapport, foster loyalty, generate leads, and showcase your brand in way that sets you apart from the rest. But it’s what you do with it that makes the difference. This blog from Dempsey Marketing outlines some of the key functions that websites must accomplish to be considered effective.

First, a website should be able to convince your target audience that you are an expert in your field. A good way to achieve this is by providing your readers with information that is entertaining, informative, or otherwise useful via a regular blog or eNewsletter. Offering valuable tips and tidbits keeps readers engaged, lends to your credibility and will help prospects remember you when they do need your help.

A crucial element for using a website to market a new business, however, is implementing a good design. We’ve all visited subpar websites. The impression consumers gather from websites translates directly to the brand itself – shoddy website = shoddy products or services. Keep in mind that many people are using their smartphones to access info on the web. Is your website also designed to be mobile friendly?

Take advantage of each page to present content specifically tailored to your target audience. Be creative, here. There are many ways to market a new business online. Besides a blog or eNewsletter, maybe you host a webinar, launch an ebook, or create a viral video. When combined with SEO efforts, such tactics can be extremely effective at driving site traffic.

Finally, don’t forget to harness the power of social media to direct followers to your website. It’s a great way to generate fresh leads and build your brand into something truly impressive.

 

Posted in Blog Writing, Consistent Customer Communications, Content Marketing, Email Marketing, Marketing Strategy, Mobile Content Marketing, Newsletter Marketing, Online Marketing, Social Media, Social Media Marketing, Website | Tagged , , , , , , , , , , , , , , , , , | 1 Comment

4 Marketing Tips to Step into Spring

Posted on March 26, 2013 by admin

11731082_mIt’s finally here – March 20 marks the beginning of spring. Social media is abuzz with tips for organization, spring cleaning, and all things gardening. The transition of winter to spring represents a time of rebirth, a time when everything comes to life. It’s also a good reminder to revisit our marketing strategies to ensure they are fresh and optimized as everyone prepares for the onset of change.

Here are four marketing tips from this Marketo blog, to guide you through the spring awakening:

  1. A Little Bit Louder Now….To borrow a line from the Isley Brothers, sometimes you just have to Shout! You won’t be the only one preparing to meet everyone as they break free of their winter shells. With so much noise on the social scene, you may just have to crank it up a notch. The key to getting noticed is to bring your audience something so unique that they can’t help but perk up their ears.

  2. Be Wary of Marketing Blunders. Marketing tips to avoid inserting foot into mouth? Just ask PR from Gap, who in October of last year tweeted for everyone affected by Hurricane Sandy to keep safe, followed by a suggestion to head to their website to do a little online shopping. The marketers at Health Net could also have benefitted from marketing tips such as this; last September they received backlash after posting billboards with phony tweets about the affordability of their health insurance.

  3. Take Advantage of Measurement Tools. With so many tools available, it’s easier than ever to elicit successful campaign outcomes. Just remember to double check that measurements are accurate and that you are measuring for the right results.

  4. Ensure Content is Catchy and Brand Appropriate. Consider the message that your content conveys about your brand. Does it speak volumes about what you offer while helping differentiate you from the hundreds of others vying for your audience’s attention? Incorporating visual and interactive elements are good marketing tips to break free from the clutter.

Need a little help with your clean sweep? For more marketing tips, give us a call.

Posted in Consistent Customer Communications, Content Marketing, Editorial Calendars, Marketing Strategy, Online Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , | Leave a comment

Monday Morning Coffee with Lil’ Pink Closet

Posted on March 25, 2013 by admin

closetLil’ Pink Closet:  Social Media Fans Guide Memorable Store Events

It’s pink. It’s stocked with top brands at low consignment prices. And it’s quickly carving out its niche as devoted fans call it “the best consignment shop they’ve ever been to.”

The Lil’ Pink Closet in St. Joseph stands out for the color of the building, no doubt – but it’s the rapidly growing Facebook fan list and plans for exciting new promotions that are truly capturing attention. Owners April Nold and Shelly Lemke opened the store in 2011 because they know great fashion – and they love great fashion – and wanted to make that available to shoppers at prices low enough they can fill their closets. It’s working.

Consigners bring in designer jeans, tops, dresses and more daily, then either accept cash or store credit. Shoppers breeze in and out, some several times a month, and most know exactly what they’re looking for – UGG boots. Miss Me jeans. Tom’s shoes. Nold and Lemke greet them cheerfully, many by name, and show them recent new consigned pieces or direct them to special sale areas. The setting is bright, feminine and upscale; much like a high-end boutique, and definitely not a thrift store or typical consignment store atmosphere. In fact, the items are neatly arranged on racks according to both size and color – creating a seamless and easy atmosphere. Sizes range from petites to plus sizes, and all the pieces are carefully selected by Nold and Lemke’s experienced and discerning fashion eye for quality and style.

Customer goodies abound, especially on the Lil’ Pink Closet Facebook page, which boasts high numbers and engagement and many pictures of outfits Nold and Lemke have put together in the store for purchase. A punch card encourages shoppers to keep coming back for rewards, and special events have even popped up for shoppers using Facebook. Recently the code word was “Facebook Drama” for a special sale in the store, and Nold and Lemke estimate 200 shoppers came. The drama behind the sale name was actually quite real – after spotting a shoplifter on camera, owners posted the video on social media asking if anyone knew who the person was. Within minutes they had contact information (the items were returned to the store) and fans asked for days about the “Facebook Drama.”

Nold and Lemke are planning to expand upon their online presence into Pinterest, Twitter, 4Square and others, and may follow trends of other top boutiques in selling and shipping clothes with online sales. The catchy tagline “Resale deals from head to heels” captures the essence of the shop, but also think sequins, sunglasses and designer accessories, neatly arranged racks of good fashion, and a savvy team there to make suggestions and help pair outfits.  That should tickle you pink.

Learn more about how Facebook promotions can fit into your overall content creation strategy today with Susan J. Campbell Copywriting Solutions.

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We Practice What We Preach – A Guest Blog!

Posted on March 22, 2013 by admin

Lisa SteynWe are very excited to share a guest blog post with you from Lisa Steyn, otherwise known as the capetowncopywriter. In this industry, it’s critical to be “in the conversation” with experts in your field. Lisa is one of those experts. Her work demonstrates the value she brings to copywriting and her marketing acumen lends to the success of her many clients. We are honored that she was willing to share her talents with us and our readers. Please check out her website (www.capetownproofreader.wordpress.com) to learn more about Lisa and her work.  

Your brand is a person…yes, really!

 

The big ocean of branding can be like swimming against a heavy current, or it can be as invigorating as taking a swim in a crystal clear pool on a hot day. Ultimately, how you present yourself to the outside world is as a person. People connect to people, not to an unknown being with no personality. The challenge is in finding that all-star personality that ‘talks’ to your customers and potential customers. Here I’ve given you my list of things to avoid and things that you must do in order to be personable.

Avoid these top 3 pitfalls

There are a number of things that can be a killer when either branding a business or individual for the first time, or taking on a rebranding exercise. Here is my list of things to avoid.

 

  1. Ignore your target audience – avoid the pitfall of ‘this is our brand and we will tell our customers that this is who we are, regardless of what they feel’. Yes, it does happen and in my experience way too often. Your existing customers are your biggest pool of information and inspiration at the same time. Know them, engage with them, talk to them – they might just have that one gold nugget that will set you apart above all others.

  2. Compare yourself to all your competitors – don’t get me wrong, you should without a doubt do a market study and understand what is going on out there, but do not compare yourself and aspire to be who your competitors are. The ‘we want their customers and we want to be like them’ is common and a fatal mistake.

  3. Be complacent – you may be in fairly good shape with loyal customers but NEVER assume that it will always be that way. Be prepared and be proactive. Keep monitoring your business, your customers and the market. Realise that markets change, customer needs change and your brand needs to keep up with that reality.

 

The top 4 must-do’s for branding

 

  1. Tap into your existing clients – remember the 80/20 rule? Never forget this – 80% of your profits will come from 20% of your clients. As mentioned earlier, talk to them and find out what they like about you, how do you satisfy their needs, how could you improve and importantly their challenges and needs. Through understanding your clients you might be able to offer a new product or service, which could increase your profits and define new market spaces.

  2. Create your place in the spotlight – identify your unique position. What sets you apart? What are you going to do that is different? Can you create a new market space that will increase profits from existing clients or even create a whole new audience? These gems of information will guide you in all that you do.

  3. Define who you are – what is your brand DNA? What are you all about? How are you going to present yourself to the outside world? What do you want people to feel and do when they interact with you? Use a set of descriptive words that will position you in a unique space. The definition of your brand will present itself in every single interaction that you have with people – your website, phone calls, emails, advertising, social media, collateral…you name it, you need to present who you are in everything that you do.

  4. Create your brand pen portrait – this is one of my all-time favourite things to do! Once you’ve defined who you are, now you need to make this a reality. When I talk about a brand pen portrait, I mean that you literally draw or design who you are, how you behave, how you talk and many other personality traits. This is the fun part…this makes it plain to see, for one and all, exactly who you are. See the pictures below of how Burberry created their personality profiles…these are excellent examples of how it should be done.

    Burberry pen portrait2Burberry Moodboard finishedburberry consumer profile2

    Don’t be under the illusion that creating that awesome brand personality will happen overnight…it takes patience, research and a bit of creative flair. Once you’ve completed your branding exercise…go forth and present yourself to the world! Oh, and have fun doing it!

Posted in Brand, Content Marketing, Guest Blog, Marketing Strategy, Social Media, Social Media Marketing, Uncategorized | Tagged , , , , , , , , , , , , , , | 3 Comments

How to Effectively Address a Negative Facebook Post

Posted on March 21, 2013 by admin

16603622_mIt’s bound to happen eventually – even the greatest companies in the world offering the best products at someday or some point let someone down. In the age of social media when bad sentiment can spread like wildfire, how should brands deal with a negative Facebook post?

While it’s inevitable that you will not always be able to please everyone, how you respond to the negative feedback can help diffuse the situation or potentially make it worse. Deleting or trying to hide a negative Facebook post is never the right answer and will only serve to infuriate upset customers and tarnish your business’s reputation once other consumers hear about it. This Leaders West blog offers some tips about how to positively address a negative Facebook post.

First, it’s important to really read the customer’s comment in order to determine the most appropriate response. Does the customer have a point? Try to take an unbiased look at who’s at fault and what might have prompted the situation.

Next, ask yourself if the negative Facebook post merits a response. Legitimate concerns should be addressed, but sometimes people just want to vent. It’s not a good look to bounce back and forth, arguing with a customer – especially if the negative comment relates to something for which you have no responsibility. In these cases, sometimes the best response is no response at all.

Finally, offer the consumer a workable resolution. This is an opportunity to step up and showcase good service and solidify your reputation. Try to take the conversation offline so that the specifics can be addressed in private. The authors at Leaders West suggest using a variation of the old “Feel, Felt, Found,” method applied in sales – empathizing with how the customer might feel, letting others online know they can come to you if they have felt the same way, and advising what your investigation of the matter has found. This should not be scripted but rather serve as a guide. The last part of this model is to advise the public that the situation has been fixed.

It’s always best in these circumstances to be honest and respond with integrity and respect. Addressing a negative Facebook post in this regard can even help build loyalty as it shows potential customers that you can be trusted to be forthright and resolve a bad experience should one occur.

Posted in Blog Writing, Brand, Consistent Customer Communications, Content Marketing, Marketing Strategy, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , | 3 Comments

Pinterest for Business? You Bet Your Pinboards

Posted on March 20, 2013 by admin

17957824_mWhat will the hottest social media platforms be sporting this spring? Red, in the form of Pinterest and more Pinterest, of course.

At least 10 million people are using Pinterest monthly, with numbers predicted to double in the next six months. Views of Pinterest pages are set to exceed 1.7 billion – numbers allowing this highly-visual social media platform to creep up close to the popularity of Facebook.

Perhaps of greater interest is what people actually do when they land on Pinterest. To sum up: they spend a lot of time looking at ideas, concepts and products. They also don’t mind spending time sharing their interests in the massive scrapbook-inspired network that is Pinterest. In fact, a recent article from Social Barrel says most typical users spend more than one hour and 15 minutes on Pinterest when they use it.

What do these numbers mean in terms of using Pitnerest for Business? A great deal. One source says that a typical Facebook user spends around $80, a typical Pinterest engager spends more than double – around $180 on products and services they’ve found through the Pinterest portal. The trend is similar in terms of referrals, with Pinterest outranking Google+ in terms of browsers and buyers motivated by Pinterest referrals.

When considering using Pinterest for business, also consider that Pinterest Pinboards can promote blogs, ecommerce pages and more, with results indicating the social media platform may also be responsible for greater than 17 percent increases in ecommerce revenue during one quarter last year. As you add more fresh, valuable images and content to your Pinboards, you’ll also be expanding the total links toward your business. This can truly boost your overall potential for capturing meaningful leads.

Here are some simple tips for using Pinterest for business:
1. Prepare a great-looking Pinterest page before you start drawing people to it.
2. Don’t overdo or flood your audience with too many Pins all at once – stagger them.
3. Use keywords and searchable phrases in your Pinboard item descriptions.
4. Consider the overall lifestyle-related concept your business or service provides. This is the type of message that works well on Pinterest.
5. Don’t forget you can use Pinterest Pinboards to promote the mission and values of your company, such as gratitude boards or boards to help people get to know your team.
6. Pinterest isn’t a stand-alone tool. It is only a piece of your overall content creation strategy, and works best when combined with a strategic mix of tools.

Posted in Consistent Customer Communications, Content Marketing, Marketing Strategy, Nonprofit Marketing, Pinterest Content Marketing, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , | 2 Comments

Exploring Google Plus: A Closer Look at the New Makeover

Posted on March 19, 2013 by admin

10546914_mUpon exploring Google Plus, it would appear that the site has had some work done. The social network recently had a facelift in response to viewer feedback, which has left it looking younger, fresher and more attractive in the hopes of gaining new suitors. Specifically, changes were made to update the cover photo, about section, and access of reviews.

Per an article by Marketing Pilgrim, Google has altered the layout of its social media site to make it more user-friendly and appealing. Though changes are being rolled out in phases, all users exploring Google Plus will soon discover that their profile pages have been enhanced to deliver a better experience.

The new Google Plus features a larger, more noticeable cover shot. The revamped photo section replaces the prior filmstrip and banner options with a 2,120 pixels x 1,192 pixels photo, which allows users to really showcase the image of their choosing.

Additionally, the about section has been restructured to resemble a greeting card. The goal of the change is to actually get people to read it by making it easier to do so. Google Plus has also added features common to other social media platforms. For instance, exploring Google Plus reveals that users will now have a space to feature their skills, much like LinkedIn users are currently able to do.

The last section receiving an update is that which houses the reviews. Instead of being spread out all over the place, all reviews have been neatly organized under a tab of their own. This indicates that the search engine giant is eliciting more reviews from those exploring Google Plus and is using the new tab to improve search engine rankings by investigating the reviews created not only by its members, but by individuals in their circles as well.

Time will tell what users think about the new changes. But one thing’s for sure, the Google tower is watching, ready to respond.

Posted in Consistent Customer Communications, Content Marketing, Marketing Strategy, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , , , | Leave a comment

Monday Morning Coffee with Wabash Junction

Posted on March 18, 2013 by admin

wabashjunctionlogoWabash Junction: Local Farmers, Trained Chefs, Quirky Name

What’s in a name? A great deal, especially if you’re a couple of savvy culinary-trained chefs who are serving local food in a small town with lots of history. There’s even more in a name if you’re someone who wants to know not just where your food came from, but which farmer is actually growing it.

Nestled in the gentle green hills of northwest Missouri in the small village of Stanberry is some serious foodie heaven. The restaurant is called Wabash Junction, and it’s named after the Wabash Railroad – an integral player in the creation of the town of Stanberry, Mo. Several decades ago when Wabash engineers surveyed the town, they gave the name to several area businesses, such as the Wabash Hotel, nicknamed the Wabash.

The same community spirit and “know-you-by-name” feeling is there today in the restaurant Wabash Junction, but if you’re expecting same-old country fare, think again. The food served by professional chefs and owners Katie and Jason Thomas comes fresh from local farms, and an ongoing, positive relationship with these farmers keeps this dedication to freshness going. This also means a quickly changing menu, reflecting what’s in season, everything from vine-ripened tomatoes and sweet corn to local meats. (This is an example of how relationship marketing as part of a content strategy takes a rich turn.)

Knowing the people who supply your product or service, working together alongside them for quality and building a brand around consistent service in the right location provides a steady fuel for strong word-of-mouth referrals and customers hungry for more. In fact, you can find read the actual names of the farmers who supply fresh food to Wabash Junction on the website, complete with an offer to partner with your own home-grown organic produce. A large Facebook following is rewarded with weekly notes about what’s fresh on the menu.

Clientele to Wabash Junction continues to grow, in part from blogs, feature stories and news pieces circulating online – and also in part from the community’s ongoing support and comraderie with the restaurant. Katie and John have friends and family in the area, and have been able to place their professional culinary experience and dedication to great local food in an atmosphere that matches the neighborly community. Wabash Junction is also part of a restaurant alliance across northwest Missouri, a group working hard to promote homemade and regional foods and a slice of America’s heartland.

Today the team at SJC honors Wabash Junction for their commitment to using the very best of what’s around, and for sharing not just the fresh, local food but the total experience of enjoying a meal. This is truly what customers are hungry for.

Posted in Blog Writing, Content Marketing, Marketing Strategy, Monday Morning Coffee, Success Stories, Support Local | Tagged , , , , , , , , , , , , , , | Leave a comment