Know You, Like You, Trust You

This can be one of the busiest time of the year depending what you did at the end of last year. I know that many business owners have worked hard on creating a marketing campaign to increase sales, branding-company awareness and revenue. The problem is that most businesses are marketing to attract new customers and as we all have learned in business 101, “it cost more to get new customers than nurturing existing customers”. Well, for those of you who may have missed that class, let me help you out some.

Know You, Like You, Trust You-Tell Us Who You Are

I know that we have heard the axiom that “Content is what? King! That is correct! Content is king and we are going to talk about the importance of providing good or even great content and why content is so very important to your business. No matter what medium you choose to use, quality content is still at the heart of good marketing. One of the main reasons why it is King is because it builds trust- loyalty and that is very important for business owners who want to grow and scale their business. Your content tells potential customers who you are and you do this by providing useful, quality information that is provided for information’s’ sake. You are not trying to sell anything-yet. content 1

A business that has learned how to provide quality content is a business that knows how to make money from those who read their content in various mediums and then decided it was worthwhile and that they either wanted to make a purchase, make another purchase or get a subscription. Subscriptions are great to have but I digress. This is a trust building process that will generate/convert to sales, website visits and walk-ins if you have a brick and mortar business. Depending on your business and if you do things right, content marketing could and should accomplish all three things mentioned above. The thing that you have to understand is content marketing can and should:

  1. Build relationships-people get to know who you are.
  2. Build rapport-people begin to like who you are.
  3. Build trust-people need to trust who you are.

Notice how I never said anything about people buying your product or services? A business that has a solid content marketing campaign will also have a ROI that reflects solid growth and a loyal customer base. They nurture existing customers as well as attract new customers.

Know You, Like You, Trust You-Tell Us Something Good

If you want your business to experience the things that I mentioned above, then you have to make sure that your content is engaging regardless of the medium, your content has to be helpful, and of course, it needs to be relevant to your ideal customers-laser targeted and related to your individual niche’ or vertical. Information, information, information! Information is the currency for the internet. Regardless of what you may have been told by those who want to stick you with an impressive SEO package, search engines love quality content. It is good old quality, relevant information that most search engines are looking for to provide to their users; they want people who use their search engines to find the best information possible in connection to what people are looking for. Makes sense to me. The quality of the information that you provide is directly related to the amount of “love” the search engines will give to you. This means that you can provide awesome information in the form of videos, infographics, articles, Periscope, etc. If your website is built around great content and just some basic SEO, you will definitely have a great chance to crush it!

Know You, Like You, Trust You-The Long Game of Selling

Having a solid content marketing strategy will provide your business with an optimum online presence. Like I mentioned before, people have to know you, like you and trust you before they will purchase your products or services which makes content marketing a powerful and effective tool that converts into sells for your business. It is so important that you fully grasp the simple yet powerful truth that a solid, quality content marketing strategy helps your business build relationships with your readers over time and in the long run, converts that trust into leads and sales. bigstock-Woman-reading-content

Listen, this is not some marketing sleight of hand; you have to first, identify who your ideal customer is then you have to know what they are looking for-what do they want? If you are going off the fact that you have a product or service that everyone wants and can’t wait to get their hands on it then you are in trouble! After you have done your homework on your ideal customers then you employ a solid content marketing that will appeal to their needs. Information that they need and your competition charges for. Basically, you have to present yourself as the expert in whatever niche’ or vertical you are in. The best way to do that is to provide quality information that is beneficial to the reader-your customers. I hope this will help you in letting your potential customers know who you are.

Marketing Oversell

As a person who helps small business owners increase their online presence and drive customers to their brick and mortar location, I am fully aware of the need to market B2B, B2C and marketing in general. But I have noticed a trend that has really begun to irritate, bug, no, drive me crazy! It is the marketing oversell. You know what I mean; the barrage of “Amazing” offers from the same person (company) in your email inbox or the constant direct mail that falls out of your mailbox like a cascading waterfall or six slippery bats out hell!

Marketing Oversell – Preaching To the Choir

Okay, so like I said, I really do understand to need to market. If we don’t market our services, products or company we will more likely die as a business; heck, I wrote a blog post about “You can’t stop marketing”, so I really do understand the need for it. But, come on! I am not sure what course was taken or who pulled you to the side and told you that the best way to market to your customers is to dump as much junk on them and sprinkle in some useful information but stop it!

As a business owner, I don’t have time to go through all of that stuff and I honestly begin to feel like I am being stalked by some crazed sales person. I need useful Intel and I don’t really know who you are to trust that you can deliver what you say that you can. I am a business owner! Please treat me like one and not someone who is looking for a “get rich quick” scheme. Basically, you are using your full arsenal to sell me something that I may really need but I can’t get through your pitch; you are preaching to the choir on this one and I really can’t hear you.

Marketing Oversell- You Are Part of the Static

I can’t hear you! Sorry for the dramatics but, I just wanted to make a point. I am not sure how many of you have experienced some of the thingstoo-much-email-wowe that I have addressed so far, but if you haven’t, great for you because it can become extremely annoying at times when these things happen. So, you go to check your email (I try to wait until after lunch, I tend to lose most of my mornings if I check them first) and there is an email from the same person that emailed you yesterday about their product and today is the “LAST DAY” for you to take advantage of their great deal.

And you look at the rest of your inbox and there are at least six to ten similar emails with the same subject line almost. Listen, if you are reading this and you know that you are guilty of doing this, I need you to pay attention; I am not mad at you, it is not your fault-I blame the person who taught you 1990s or early 2000s marketing strategies. Listen, I need you to understand a few things that will greatly improve your conversation rate and possibly gain you some repeat customers:

    • People generally don’t respond favorably to this kind of marketing tactic. They tend to delete your email without even opening it.
    • Because there are more people like you that have been poorly trained in this area of marketing, people are bombarded with similar emails that look just like yours. You are part of the noise, part of the static.
    • Because you have chosen to use this form of marketing, you have eliminated the most important aspects of successful marketing; WE DON’T TRUST YOU! That’s because WE DON’T KNOW WHO YOU ARE!

Yep! When you market to me using all of the slick, sensational copy, I know that you don’t know me and made no attempt for us to get to know each other. You are lost in a sea of people trying to sell me something that I may really need but I will never know because you have placed yourself in with everyone else that doesn’t know me but wants me to buy from them.

Marketing Oversell- You Are Ruining It for Good People

dishonesty-car-salesman woweOkay, I know that I must sound like I am doing a “Jerry McGuire” (McQuire, not sure which spelling to use) and write a marketing manifesto, but I am not. I just can’t take it anymore! Listen, there are a lot of good products and services that we all need and I believe that we are missing out on them because of this type of marketing oversell. If you are one of those people who has great products and services then I want to try to help you out. Inbound marketing is the best way to go. You are more likely to not only earn new customers but, you will be able to retain more of your existing customers if you choose this type of marketing. HubSpot has some great information regarding inbound marketing.

I know that there are more good products and services out there waiting to be bought and sold if we could just get through all of the static and noise. As marketers, we have to do better, we have to stay relevant and know how our customers think when it comes to making purchases. We have to stay on top of our customers spending trends and habits and by all means; STOP PREACHING TO THE CHOIR!

3 Profitable Tips for Using Targeted Display Advertising

Using targeted display advertising is a marketing strategy that can reach a large target audience, and is incredibly affordable now because of recent technological developments. To do this effectively, you must not approach this like any traditional marketing you may have done years ago. Provided you would like brand visibility, getting your message out, driving new leads and business growth with online advertising, you need to prepare every aspect of your business for the spike in sales that using targeted display advertising presents.

Display Ads 2

Digital display advertising is a venture that involves a good deal of market research. We will evaluate various parts of the marketing planning process. That way you can actually consider how you could make good use of it.

Before using display ads, it is advisable to analyze your marketing strategy. Then compare that against a competitor already experiencing growth, brand building and more responsive advertising. You must look at someone that is effectively doing that which you hope to achieve. Then consider imitating what they achieved. That is a good starting place. Here are questions you should consider:

  • Do you know where your company needs to make an impact?
  • Do you know your target audience and how your display ads will reach them?
  • Do you know how you will define success?

Ideally, you replied “yes” to the above. Then probably using targeted display advertising is the perfect match for you. It would be sensible to get as equipped as possible prior to beginning. Here are three profitable tips to help you to begin:

  1. Using Targeted Display Advertising – Check Your ROI

Checking your ROI on current advertising campaigns every day will help you know what is making a profit and what is not. This will help you see if using display advertising is bringing in a high enough ROI and boosting your overall sales.

  1. Using Targeted Display Advertising – Establish A Social Media Presence

Social Media Business ApplicationsEstablishing a social media presence is essential because people love to see what other people are saying about your business. This is the secret to your success with using targeted display advertising. After your potential customers take notice of your display ads, they need to see that other people are saying good things about your business. Yet, this is where a lot of businesses fail at keeping these visitors and turning them into customers.

  1. Using Targeted Display Advertising – Spend Money On Advertising

If you don’t spend money on marketing your business, how will anyone know you are there to help them? Spending money on advertising helps potential customers to know your brand, giving them the opportunity to buy your goods or services. Display advertising helps you reach a large target audience, gives you the ability to reach potential customers you normally couldn’t reach and the ability to customize your marketing for different sectors of your target audience.

Using targeted display advertising is amazingly inexpensive now due to recent technological developments, and especially when you consider how many potential customers a business owner can reach. If you follow these three tips, using targeted display advertising can be very profitable and effective.

Reputation Management

Today I want to talk about reputation management. Let’s face it; having a negative review about your business can have an unbelievable impact on the mind of potential leads, especially if they are unfamiliar with your business and services/products. A lot of small business owners are clueless about customer reviews-what people are saying about them online, and the influence reviews have on their business.

Reputation Management-What are they saying about you?

saying onlineIt’s very important for a small business to utilize proper reputation management and that they fully understand the impact that consumer review sites have on their business as well as their website without some form of reputation management. Just what is reputation management? In a nutshell; it’s just what it says-managing the reputation of a company or small business-what people are saying about your business. It’s being aware of both negative and positive ratings and reviews regarding your small business, your customer service and your products.  

Proper reputation management can be a good tool to maintain a small business’ positive image and branding, especially if it has been tarnished in any way.

Reputation Management-What do the numbers say?

For many small business owners it’s not easy for them to fully comprehend the full impact that consumer ratings & reviews have on a small business. The impact IS HUGE! For instance; did you know that people are more likely to make purchase when they are able to find some form of online recommendation? Listen to this:

  • 75% of people don’t believe that companies tell the truth in advertisements.
  • 70% consult reviews or ratings before purchasing.
  • 97% who made a purchase based on an online review found the review to be accurate.
  • 7 out of 10people who read reviews will often share them with family members and friends; that amplifies the review’s impact.

Thirty four percent of consumers choose to use a form of social media to share their feelings about a company and forty six percent feel they can be very honest on the net. Thirty eight percent of consumers intend to influence others when they write reviews or rate a company online.

Reputation Management-What can be done?

You can almost always find a negative review somewhere on the internet about your business or service. That’s just life. It happens because you can’t please everyone no matter how hard you may try. The sad thing about that is the fact that one bad review or rating can have devastating consequences on your business.  It’s important to know thatforty-five percent of consumers say they are influenced a great deal by reviews on social sites from people they follow. 

The best way to exercise effective reputation management is to know what is being said about your small business/branding and image.   Please remember that online reviews and ratings on quality citation sites have the ability to boost conversions on your website by twenty percent!   You need to see reputation management as a way of taking word of mouth to a new level if done correctly.

So remember, reputation management is a great tool in building a business’ reputation, a good tool to maintain a small business’ positive image and branding, and an awesome tool when used to improve your business’ image and branding if it has been tarnished in any way. Thanks for stopping by and learning about this awesome tool called reputation management.