Do You Need Help With Your Marketing?

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StrategyDriven Marketing and Sales Article | Do You Need Help With Your Marketing?It is no surprise to anyone in the world of business that marketing is such a hugely important thing to consider. If the marketing is right, then the business itself is going to be a success, whereas if it is not right, you can’t really tell what is going to happen at all. But knowing that and actually perfecting the art of marketing are two very different things. There might be many occasions in your business’ life when you need a little help with your marketing, and that is something that most people will find, so you are absolutely not alone. But it is good to know for sure when you need that help, so that you can seek it out in time and make the most of it. In this post, we’ll look at a few of the clearest signs that you might need some help with your marketing.

Your Products Aren’t Selling

One of the surest signs that you might need to consult a marketing agency is that you just aren’t shifting any products. There can often be dips in sales, and that can be the result of a number of different things, but you need to make sure that you are aware of when it is due to poor marketing. Even if that is not the reason, you will find that improving your marketing is going to make a huge difference to how many products you sell, and for that reason it is absolutely worth looking into anyway. If you feel that you could be selling more, take a look at your marketing and see whether you might need any help with it.

StrategyDriven Marketing and Sales Article | Do You Need Help With Your Marketing?Your Brand Is Unclear

As a business, you need to have a strong brand which people can immediately recognize and relate to. This is central to keeping your business in line with what you want to achieve, and it is one of the things that you are going to want to keep an eye on throughout your business. However, if you have come to realize that your brand is actually relatively unclear, then you might find that it is necessary to step back and allow some marketing experts to take a look at it. If they can improve your brand in any way, you are bound to find that this will improve your marketing generally, and the performance of your business.

You Don’t Have The Time

Marketing wlel takes time, and if you just know that you don’t have the time, then that is one of the things that you are going to need to think about too. That is a time when you are going to benefit hugely from giving your marketing over to the professionals, so make sure that you bear that in mind when that crops up. By giving the work to them, you can keep your eyes on the prize in other places, and hopefully it will all come together in a business that is functioning much more accurately and expertly.

How to Promote Your Self-published Book

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StrategyDriven Marketing and Sales Article |Self-Publishing|How to Promote Your Self-published BookAuthors who have secured a traditional arrangement with a book publisher do not need to concern themselves with marketing or distribution, as this will be handled for them. However, self-published authors find themselves in a different position. Of course, some authors write simply for the joy of it, but for many people, one of the objectives of writing a book is for it to be bought, read, and enjoyed by as many people as possible. To achieve this, self-published authors face the challenge of marketing their work and securing multiple distribution channels. This guide does not include every marketing or distribution channel you might want to consider, but it introduces several concepts and marketing tips to get you started.

Create a website or blog for your book

Before you’ve finished writing the book, you could be securing your first readers if you build your own website or blog. Creating a website full of articles and engaging content on topics which are related to your target audience’s interests is a great way to gain visibility online. If your book is about divorce or family breakdown, you may want to create a website which focuses on professional insights and other books which are related. You can then start to add your own insights and excerpts from your book.

If you optimise your content for search engines, when internet users type related words or phrases into Google, your content could be top of the list of results. This is called Search Engine Optimisation or SEO. You could even create an email mailing list and encourage visitors to sign up to receive updates about your upcoming book or promote giveaways. These email contacts will not only give you a base audience to directly promote future releases but you can direct them to your website’s money pages when there is an offer. You can easily create an email signature with a button to download your book or direct them to a specific page on your website.

The earlier you can create your website, the more buzz you can generate around your book and the more time you’ll have to improve your website’s ranking.

Maximise your online exposure

In addition to optimising your website for search engine results, you can also increase your online exposure by getting involved on other websites. This could be by contributing to forums on related topics or genres of literature, or you could write an article for someone else’s blog. Whenever you publish content, be sure to include your byline with a link to your website. Social media is also a great way to maximise your reach, as you can set up a profile on Twitter or an author’s page on Facebook. When you share updates about your book or promotions, you can include a link to your website or the platform where you are selling the book. You can also use social media to engage with your readers.

Hold a launch party

While it’s true that digital marketing is often the strongest force when it comes to promoting and selling a book, that doesn’t mean that there isn’t a place for more traditional approaches. When your book is released, you could hold a launch party and invite influential people in your community. This could be at a bookstore or a library, but if you make enough of a splash you may be able to get it covered by the local press. In addition to selling your book, you could produce and sell promotional merchandise such as t-shirt printing or other products. If people wear or use the products which are emblazoned with the title of your novel, they will spread awareness in their social circles and the general public.

Take your lead from other authors

When it comes to designing a cover, choosing a title, the typography, etc., take a look at what successful books in your genre have done. You may not like all of what you see, but you may find some themes amongst them which could suggest they are more appealing than others. You may also come across repeated vocabulary in the books, which could be useful in your book’s metadata, i.e. the description of your book which search engines will use when trying to match an online query with a result.

Source reviews for your book

Reviews are a fantastic selling tool for many products and books are no exception. The author or publisher of a book can rhapsodise all day long about its merits, but until we know our fellow readers are in agreement, we are likely to be sceptical. If you have published books before you may be able to contact people who have reviewed a previous book with a free copy and a request for a review.

If you have never published before, you could look at the reviews on Amazon for books in the same genre, as they may be willing to give yours a try. It’s best to look for reviewers who write succinctly and seem to have real insight into the books they are reading, as this will result in higher quality reviews of your book. In addition, try to contact around 3-4 times as many reviewers as you would like reviews, as it’s not guaranteed that you will get a response.

You could also promote your book on Goodreads, which is an online community with more than 65 million members. Here you can create a profile page about your book and yourself as well as invite reviews, give books away or host forum discussions about your book.

Write an effective blurb

A blurb is a promotional description of your book which is used on the back of printed versions and online. They are generally around 100-150 words long and give the reader just enough information to grab their attention and intrigue them, so they want to read more of the story. It can include an introduction to characters, plot or the overall theme or it could be a particularly exciting excerpt from the book itself. Some blurbs will also include quotes from positive editorial reviews. Read more about how to write a blurb.

Hire a professional designer for the cover

Never judge a book by its cover is one of the truest sayings out there, but all too often that’s exactly what people will do. If your book’s cover is too plain, unprofessional, too garish or generally poorly designed, you are decreasing the likelihood that someone will give it a chance. Find a professional book cover designer who can work with you to capture the essence of the book in the most visually appealing way.

Use multiple distribution channels

You need to make your book available on as many sales platforms as possible, but it’s best to target the biggest in the early stages at least. Amazon is one of the biggest names in book sales in terms of both print and digital with two self-publishing services. Kindle Direct Publishing (KDP) handles eBooks and print books are by CreateSpace. Other popular eBook platforms include Barnes & Noble’s Nook, Apple’s iBooks, and Kobo. There are also eBook aggregator services like Draft2Digital, which will distribute your book to several different retailers, automatically adapting the book into the required format for each.

If you have an e-commerce website which can accept payments and process online orders, you can generate traffic to the website by linking from social media posts. The more people you can get to click through to your website, the higher the likelihood of sales. However, remember that you will need to convert website visitors into customers when they are there or they may quickly leave the website. This not only means fewer sales but also a higher bounce rate, which Google will penalise your website for, i.e. it can damage your ranking score.

The Four Stops On the Way To Compelling Customer Story Content

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StrategyDriven Marketing and Sales Article |Customer Stories|The Four Stops On the Way To Compelling Customer Story ContentAsk any experienced marketing professional about the top moves you can make to accelerate your marketing campaigns at any level of business, and an overwhelming majority will point to the weight that compelling customer testimonials carry. From the days of infomercials on television making using of customer stories to sell anything from kitchen knives to toaster ovens, all the way up to 2019 in which unboxing videos comprise a major section of YouTube’s most viewed content, and it’s easy to see that we as humans attain some level of comfort in hearing from others experiences with a product.

And while still requiring a little bit of planning and scripting to pull off in the best way possible, customer stories alleviate some of the stress from the marketing team in that they can generate tons of content with a minimal time investment. That’s why we’ve looked at this awesome marketing method and identified the four stops on the journey to a successful customer video venture. We’ve arranged these four stops around four simple questions that you can ask yourself when assembling a customer story video:

  • What do you need to prepare a dynamic testimonial?
  • Which customer should you approach about interviewing?
  • What should the time and locational context of your video be?
  • What platforms do you intend to promote the finished product on?

First Stop: What do you need to get ready?

Think carefully about who you want to interview the customer during the video. Whether you’re the one doing it, guided by a vision for the final product, or a coworker with a more charismatic energy is the one, it’s important to recognize strengths and weaknesses, then find the best person for the job.

  • A good interviewer will help the customer relax and forget that they’re even being interviewed, delving into conversation that flows more naturally.
  • They’ll ask product related questions, but in a way that comes across as organic, tying the overall discussion about the product back to a driving theme in the video.
  • A strong interview relies on collaboration to develop appropriate questions in advance and map out how the interview should be conducted, with pre-established cues prepared

Once you have your interviewer figured out, turn attention towards the logistical matters. What’s your overall budget for the production? How many cameras do you need, and what kind of camera? Multiple will help in getting a stronger viewing aesthetic. Will internal microphones work? How will you handle things like lighting and makeup? What are your post-production options?

The answers to these questions will depend primarily on the first: budget. Just know that you can get this project done with any size budget, from high-tech camera equipment down to your iPhone.

Second Stop: Who should be the focus of your interview?

This is pivotal to the success of your testimonial. You want to find a customer that’s not just interested in doing the video, but that succeeds on camera just as strongly as your interviewer. Be deliberate with this. Entice if needed, through free products or however else you may incentivize active participation. If they represent a client company that you work with closely, ensure that the company is aware of the participation so there aren’t any surprises.

Third Stop: Where and when should the video take place?

This can vary greatly, but one excellent strategy is seeing how a client uses your product successfully in their place of business. Other strategies include setting up a dedicated interview space and having a casual sit-down conversation. You could also introduce a new variant of your product and catch the first glimpses to simulate the unboxing experience. It’s all up to you.

Fourth Stop: Where will the video go?

This question will shape the length of your video, from short fifteen second Instagram stories to extended YouTube comment topping out at an hour or more in length. The awesome thing is a single day of filming may yield multiple production outcomes: you might make one extended video for your YouTube channel, then use footage and soundbites for your social media feeds. Carefully curate it to funnel traffic in the directions necessary.

Make sure to visit each stop along the journey and you’ll soon discover what it takes to draft and publish creative customer testimonial content that will boost your business and maximize your marketing potential!

About the Author

Sean Gordon has an extensive track record recruiting, hiring, training, and unlocking the talent of people. For 20 years, Sean has been on the front lines of business across North America. He started with AT&T, where he built award-winning teams in sales and operations from coast to coast. He delivered equally stellar results for EMC, Aetna and West Corporation before becoming CEO of a technology company in need of innovation.

Sean founded vidREACH.io to engage candidates, prospects, customers and employees – all on one platform. Sean has created new lines of business, reinvigorated stagnant company cultures, and mentored hundreds of employees who have gone on to do great things.

Connect with Sean Gordon on LinkedIn.

5 Marketing Emails That Work

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StrategyDriven Marketing and Sales Article |Email Marketing|5 Marketing Emails That WorkCheck your inbox, particularly under the promotions tab, and you’ll no doubt have an absolute deluge of emails from businesses vying for your attention. You’ll likely click on very few of them; after all, they’re usually from companies that you’ve made a one-time purchase from or are repetitive reminders of sales and offers. Bearing in mind how cynical people are about marketing emails, how do you create one that actually converts to a click or sale? It’s tricky, but there are certain types of emails that are more effective than others.

Short term promotions

If you have a big sale or a can’t-be-missed offer, then a short email to potential customers in your database can often increase clicks. While lots of companies send out these e-mails, keeping it short and sweet can make them quite effective. Quote the percentage discount in the subject title and make the email body a well-laid out image that links to the sale. Remember your mobile customers. For every second of mobile page delay, conversions can fall by 20%, so if your email is packed with images and taking ages to load, you’re losing customers.

New products

All consumers like novelty, so although they may not visit your website regularly, they may click on emails about new products and ranges. For example, a new season clothing collection, new vacation destinations or a new service. These emails should link to a relevant page on your website, so when you’re overhauling your web design, think about having a ‘new in’ page or similar to use as a shortcut.

In these emails, images and layout are vital, so make sure you have something that’s visually appealing to maximize clicks.

The welcome email

Whether it’s their first order or signing up for updates, when you get a new email address in your database, it’s essential to make a good first impression. Welcome emails can include:

  • A friendly hello and a reminder how happy you are that they’ve signed up
  • A short list of the benefits of your site
  • Links to key categories on your site
  • A discount code or other incentive to use your site, i.e., free shipping or an upgrade

Product knowledge

Whether it’s how to wear a new trend or the hottest destinations in a vacation spot, these emails offer practical advice while still selling your products and services. The layout often looks like an online guide, which means people don’t feel like they’re being sold to, but there’s plenty of appealing imagery to generate sales and clicks.

Reorder or replenishment emails

If your business sells items that are ordered regularly, from cleaning products to printer cartridges, then reminders to reorder can lead to more sales. Many retailers send out reorder emails, which are timed to coincide with the product running low. The good thing about these emails is that you can recommend similar products and services, offer incentives to sign up for auto-renew and even ask for feedback on how the customer is finding the product. Many consumers like this personalized approach to marketing.

Just because inboxes are full of emails, there’s no reason why your marketing communications can’t stand out. By sending the right types of email at the right times, you can maximize your conversion rates.

4 Simple Ideas To Market Your Restaurant Business

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StrategyDriven Marketing and Sales Article |Restaurant Business|4 Simple Ideas To Market Your Restaurant BusinessMarketing continues to be of primary concern for restaurateurs. In an increasingly crowded marketplace, drawing in the consumer is more important than ever before. Restaurants continue to be a favourite pastime when it comes to socializing with family and friends. There’s a huge scope to increase your profits if your marketing is done just right. If you’re looking for some simple and effective ideas to market your restaurant, you’ll want to take a look right here.

Video marketing

The modern consumer often prefers to view content as opposed to reading it. According to statistics via Insivia, viewers only retain 10% of a message from reading and a huge 95% when watching a video. These days it’s simple to create your own video marketing content. You can use sites like YouTube to upload content, share on socials or embed in your website. Consumers love behind the scenes footage and getting to know the faces behind a brand. Food content can be really fun with how-to videos or recipe tips. Video content gets shared online more than any other type; so it’s a surefire way to improve your marketing and get noticed.

Loyalty Programs

If your restaurant doesn’t already have a loyalty program, it’s a great idea to create one. Offering your customers rewards for returning is an excellent way to strengthen your customer base. To save the paper, consider digital loyalty cards offered via apps. Consumers have come to prefer accessing their services digitally. If your restaurant provides an easy to use app and loyalty card, you could be gaining an edge over your competitors. You can use your email marketing to provide friendly reminders to encourage the use loyalty programmes.

Use influencers

Influencer marketing has surged in the last few years, and the restaurant industry can easily tap into the benefits. Hubspot reports that as many as 82% of consumers are likely to follow an influencer recommendation. The concept of influencer marketing is all about trust. Often, people tend to trust other individuals over brands. Micro-influencers have smaller but very active followings of people who trust them. They tend to theme their content in a specific niche. You’ll need to find the right influencers with food-related content and get them on board with your campaign. From here, you’ll gain lots of new business. Ensure that you also have a great blog with strong SEO. When people are searching to, ‘find the Best Restaurants near me,’ for example, great SEO could lead them right to your website.

Special events

Marketing is often about standing out from the crowd and offering something special. As a restaurant, you could collaborate with some local musicians and offer some live music nights. Giving something a little extra can work wonders for drawing in new crowds. If you can theme the music with the kind of food that you offer- all the better! Creativity is the foundation of all the best marketing strategies. Always think back to your branding when you are designing your special nights, offers and creative web content. Succeeding in the restaurant industry relies much upon stand-out marketing.