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How to Add Serious Value to Your Online Community

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jamie Thomson – Enjoy! 

According to research carried out by social media experts, Socialnomics, 78% of consumers trust peer recommendations, whereas only 14% trust advertisements. Perhaps that’s why online communities are so good at generating business referrals?

Developing an online community is all about engagement. As a small business owner, you want people to participate in your forum discussions, leave comments on your blog posts and recommend your products and services to other people. But how exactly do you go about achieving this?

The answer lies in the value that you add to your members. Here’s how you can inspire your online community and create a small army of brand catalysts.

Encourage Press Release Sharing

According to press release experts, PR Web, 80 million of us read our news online every day and amongst those 80 million people are your community. If you’re not already in the B2B marketplace, get other businesses in your industry involved in your community by encouraging them to share their press releases on your site. Not only will this improve your brand authority but it’ll also add huge value to your existing community members as they’ll be able to keep up to date with the latest movements in the marketplace without having to look elsewhere.

Create a Classifieds Board

In the same way that Gumtree enables people to post classified ads in their local area, enabling people to promote their services within your industry is a great way to add value to your community. A classifieds board will encourage people to visit your website regularly to see what promotions and offers are available. Consider allowing other businesses to post job vacancies on your site too as this can help improve your authority in the marketplace and establish your brand as a market leader. This in turn, will add value to your community as your members will associate themselves as being part of a successful network.

Initiate Collaborations

‘Hi Linda, have you met John?’ Much like a business version of Match.com, your website can become a hub for people in your industry to find collaborators with whom to create new projects. Actively promote new members who join your community and encourage existing members to introduce themselves. By creating business opportunities within your community, you’ll add significant value and encourage people to increase their presence on your website.

Develop a Forum Thread Specifically for Beginners

We all had to start our business careers somewhere, right? Why not make your online forum the place that those new to the market go to for advice on getting started in your industry? Developing a thread specifically for newcomers will help expand your community and recruit new members. It’ll also give more experienced users the opportunity to share their wisdom with others. Your thread may even lead to successful mentorships for your members.

Review Related Products and Services

The chances are that your industry isn’t limited to the types of products and services that your business offers. One way to add value to your community is to review related services that your website visitors will find useful. This can help establish your business as a trusted brand and will expand your community out with your own particular niche. Writing reviews will encourage people from all corners of the marketplace to visit your site for impartial information about the latest products in your industry.

Adding value to your online community will help you retain existing community members, attract new users and position your business in such a way that you’ll benefit from having an army of loyal fans spreading the word about your brand.

 

Jamie ThomsonJamie Thomson is a freelance copywriter at Brand New Copy where he writes about small business and content marketing on his copywriting blog. He’s also the founder of The Tutor Website, an online hub for small business owners in the private tutoring industry.

 

How to Get More Customers for Free This Week Through Google

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Erik Larson – Enjoy! 

You’re getting frustrated.

You see neighboring businesses, competitors, and everyone else get customers through their door, and you’re getting nothing.

So you ask around, trying to figure out what’s going on.

You keep hearing your friends tell you “My customers keep telling me they ‘saw me on Google’ or they ‘found me through their smartphone’”.

You have a website! That one guy you paid way too much money to put up your website said you would be found on Google! What gives?

So you type your name into Google, and sure enough, there’s your website, right where it was. And you remember that supposedly, you were going to be on the first page of Google for [whatever your industry is, let’s say plumbing]. So you type in plumbing, and you’re nowhere to be found. But you do see this:

PlumbingMaine1Large

‘Wait, how come I’m not on that map?’ You ask. ‘This must be why the other plumbers are crushing me!’

Welcome to Google My Business, a free service provided by Google.

I know it can be frustrating to see your competitors looking really good on Google, and you’re nowhere to be found, I understand that. I also understand the idea of getting your business up on Google can be intimidating, the idea of going through a huge elaborate process, jumping through hoops, and not understanding any of it is scary.

But guess what, it’s surprisingly easy.

Using the built-in Google My Business tutorial, you will usually be able to get setup and going in an hour or less. Anyone that has a basic understanding of how to use the Internet can do this, so by the sole reason that you are reading this blog post, I believe in you.

Let’s get started so we can  get you some more customers, shall we?

First off, there are some important things you need ready and at your fingertips:

  • A Google or Gmail account
  • A nice picture of the front of your building
  • Your address
  • Your logo

Once you have these things ready, go to http://www.google.com/business/, and click on the “Get on Google” button. Follow all the directions exactly, make sure to fill out as much as possible. Once you’ve got your account setup and verified, it could take a couple days to get your business in the results.

Getting the HUGE boost in traffic we talked about

Alright, so now that your account is setup and verified, here’s the tricky part, making your business stand out on the search page.

I typed “Plumbing in Portland, Maine” and I got these results.

PlumbingMaine2Large

Which result do you think gets the most clicks?

As you might have guessed by the lack of reviews on the front page, getting a Google Review can be kind of tough. I’ve seen a lot of companies with Google profiles that have been up for a long time, and still don’t have any reviews.

So, how do we go about getting these elusive reviews?

Here are three really easy steps to getting a Google review:

  1. Type your company name and city into Google. [For example: “Joe’s Plumbing, Baltimore”
  2. Find the “Write a review” link, right click it and copy the link.
  3. Send that link to 30 of your best and favorite customers, and ask them to write a review.

In the email, make sure you thank them for being an amazing customer, and make sure to thank them again after they wrote the review. If you are a customer of theirs as well, you can offer to do the same thing for them.

Once those reviews start rolling in, you’ll likely notice a bump in traffic to your site, your Google+ page, and your business.

Getting even MORE customers

Wait, you want even more customers?

Well, if you have the money, there’s a way to boost the amount of people coming to your website dramatically. If you’re a brick-and-mortar business, Google Adwords Express let’s you show up in Google Maps results, and you’ll show up in the yellow bar in Google search. It’s pretty easy to setup, and it’ll run automatically.

If you want to go more in-depth, you could run a campaign in Google AdWords, there are tons of great tutorials out there to help you out.

Now, the next step is to get your business set up in Bing Places, to take advantage of all of the Siri and Windows Phone users out there.

How many of you have used Google My Business? How has it helped your company?

150portraitErik Larson is the founder of RunTheMarket, a small business marketing blog. He is also the SEO specialist for Lendio, a free online tool to find business loans, and writes on small business topics on the Lendio Blog. He can also be found on Google+ and Twitter.

 

In Sales & Marketing, Zero Dark Thirty is 30 Minutes Too Late

… or why the biggest sales problem businesses think they have isn’t the one they actually have!

It’s guest post day here at Duct Tape Marketing and today’s guest post is from a member of the Duct Tape Marketing Consultant Network - Kurian M. Tharakan– Enjoy!
Zero Dark Thirty

Photo Credit: Zero Dark Thirty – IMDb

In the movie Zero Dark Thirty, the US Navy Seal team raid on Al Qaeda leader Osama Bin Laden’s house was conducted at 00:30, or thirty minutes past midnight. If that raid were a sales and marketing operation, zero dark thirty* would be thirty minutes too late!

Before I explain what I mean, let me provide some background. In the past few months I have consulted with numerous companies who believe they have a sales problem. However, in almost every situation the primary issue was identified as a marketing problem and not a sales problem. How did I determine this? By examining close ratios, or how many leads were converted into a sale. Although average close ratios vary by industry and market, if you are in a competitive environment and closing more than 15 – 25% of your QUALIFIED leads you are on the right track!

All of these clients were closing their fair share of the leads they were generating. They just weren’t generating enough QUALIFIED leads to pursue.

Lead Generation is a Marketing Function

In each situation above the sales team were expert closers but spent most of their non-sales time waiting for the phone to ring or following up on previous leads. Now some might say that these guys should be using their “spare” time prospecting for new leads, but, by definition, prospecting (lead generation) is a marketing function. Besides, these sales teams’ skills and expertise are best used to close sales, but their company’s marketing efforts were not producing enough qualified leads for them to pursue.

Now, Here’s the Big Problem

It’s estimated that up to 70% of the buying decision is made PRIOR to anyone even talking to a sales person. Today’s customer has numerous resources available to them, usually just a few mouse clicks away. By the time that they arrive at your sales desk the majority already have a preferred direction to go and are now seeking confirming or dis-confirming evidence to support their decision. If you have not positively biased their decision PRIOR to this contact point, YOU ARE AT A SEVERE DISADVANTAGE!

This is Time Point Zero Dark Zero

A properly functioning company will have a marketing process which creates qualified leads to HAND OFF to sales. Let’s name this crucial timeline juncture as zero dark zero. This is the point of truth where marketing delivers a “primed” prospect for sales to close. Primed is the key word. These are the prospects that have a preference to choose you from all of your competitors! If a company only STARTS their selling process AFTER zero dark zero WITHOUT HAVING PRIMED THEIR PROSPECT to choose them, they are at a severe disadvantage!

You Don’t Have a Sales Problem, You Have a Lead Generation Problem!

So, these clients don’t have a sales problem, they have a lead generation problem. All of their future revenue depends on their sales abilities with UNQUALIFIED, UNPRIMED prospects. But sales abilities can only go so far with prospects whose minds have already been 70% made up to travel in other directions!

If we were to put this into the context of Zero Dark Thirty the movie, the vast majority of the plot dealt with the CIA unearthing, tracking down, and qualifying leads on Bin Laden’s exact location. The seal team’s actual on the ground time was less than 38 minutes from entry to exit, but it took over 10 years of research to pinpoint the location to attack.

The First Step to Improving Sales is to Improve Lead Generation!

So, if the primary sales problem is actually a lead generation problem (marketing), what are some things you can try? Here’s a VERY BASIC list. Although not all of them will apply to your specific business, you should be using at least six on a consistent basis, with full measurement and tracking of the results. How many are you doing?

Website

  • Pay per click (e.g. Google Adwords)
  • Search Engine Optimization (SEO)

 

Social Media

  • E-Mail marketing
  • Facebook
  • Industry specific social sites
  • Linkedin
  • Twitter
  • Etc.

 

Content Marketing

  • Blogging
  • eBooks
  • How to guides
  • Newsletters
  • Special reports
  • Video
Advertising

  • Billboards
  • Catalogs
  • Classified ads
  • Direct mail
  • Fax advertising
  • Flyers
  • Magazine
  • Radio
  • TV

 

Other

  • Joint Ventures
  • Press Releases
  • Pro bono work
  • Publicity
  • Seminars
  • Speaking
  • Sponsorships
  • Trade shows
  • Webinars
  • Workshops

*technically, in military terms zero dark thirty does not reference a specific time of day, but is slang for the very early morning.
StrategyPeak Sales & Marketing Advisors

 

 

Kurian M. TharakanAbout the Author – Kurian M. Tharakan
Kurian Mathew Tharakan is a Sales & Marketing Consultant, Speaker & Facilitator, and founder of the marketing strategy firm StrategyPeak Sales & Marketing Advisors. Prior to StrategyPeak, Mr. Tharakan was vice-president sales & marketing for an Alberta based software firm where his team achieved notable wins with several members of the US Fortune 500. Previous to his software experience, Mr. Tharakan directed the sales and marketing programs for the Alberta practice of an international professional services firm.

30 Tips for Great Digital Marketing

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Tara Banda – Enjoy!

Tips-great-digital-marketing-ducttapemarketingA man walks into a bar/restaurant/hotel/car repair shop. Chances are, he found it online. That’s because today’s consumers, 80% according to Google, rely more on the Web to find and choose local businesses.

So how do you make sure that these consumers find and choose your local business? By using a mix of these four strategies for great digital marketing: search advertising, webSite, search engine optimization, and social media. Here are 30 tips to get you going.

 

Search Advertising Tips

1. Identify and follow the rules of Bing, Yahoo!, and Google search ads before running your campaign as all have slightly different formats.

2. Optimize the URL displayed in your search ad so that it’s relevant to the product or service you are promoting.

3. Include target keywords in your headlines and copy that either match or closely match the keywords you bid on in order to boost the chance that your ad appears for those terms.

4. Write strong calls to action for your search ads that directly state what you want consumers to do. For example “Contact for a Free Estimate” or “Get a 50% Coupon.”

5. When using a click-to-call extension, consider using a tracking number so that you can identify and measure which ads perform the best.

6. Don’t spend precious text ad character count on your business name. It should already be in your optimized URL.

7. Do capitalize the first letter of major words in your ad. Don’t (read “NEVER”) go crazy with all caps.

8. Should you use correct punctuation in text ads? Yes! It just makes good sense.

9. Using trademarks in text ad copy is a no-no unless, of course, you own them. You can, however, bid on terms relevant to your business.

10. DUUA (don’t use unknown abbreviations). While it could pique the interest of a few searchers, why take that chance?

Website Tips

11. If you haven’t updated your website since 2010, do it now. A clean, modern design is key in digital marketing, plus it ensures that you meet today’s best practices and Web standards.

12. Make your website mobile-friendly! The 2014 Local Search Study results indicate that nearly 80% of local mobile searches end in a purchase. This is a big audience you shouldn’t ignore.

13. Accurately complete your site’s metadata (title tags, descriptions, alt text, etc.). Not doing so can negatively impact your visibility on SERPs.

14. A business blog is a winning addition to your website. It can help boost your site’s SEO, set you apart from the competition, and demonstrate your knowledge and expertise. It’s a win-win situation.

15. In order to get found by local consumers, you need to optimize your site with local information like your address and geo-targeted keywords.

Search Engine Optimization

16. Having a business blog is useless if you don’t regularly create and promote original and sharable content to help prove relevance and therefore rank in search engines.

17. Enable share buttons on your blog so that readers can easily post your content to their social media pages and drive visitors back to your website.

18. Optimize your Google+ Local page to help your business name, phone number, location, and even opening hours show up in Google Maps and Google’s local search results.

19. Much like Google+ Local, Yelp is platform to complete and post information about your business. More importantly, it helps feed Apple Maps with local business results.

20. Include geo-specific keywords, such as your city, neighborhood, and zip codes, in your website, blog, and even social media copy to appear in search results for these terms.

19. Don’t only promote blog posts once. Repurpose them as engaging images, quotes, or questions in order to generate additional views, shares, and subject relativity.

21. Getting backlinks from influencers and other industry-related websites that have already established credibility are great for building your own authority and driving more visits back to your site.

23. Enable Google Authorship to help build your personal brand. By establishing yourself as a subject matter expert, you can share your own content, generate more shares, and drive more website visits.

22. Since positive reviews rank in search engine results, generate positive reviews with high rankings to help persuade consumers to choose your business.

26. Once you receive positive reviews, promote them on your website and social media sites so that consumers who search for you business on social sites or local directories see the great things others say about your business.

25. Images can help sell your business, and they also rank in search engines. Don’t name your images “photo.jpg,” and instead name them more descriptively, add alt text, or captions on your website to help images show up in search results.

Social Media

27. Think, review, and review again before you make a social media post or comment. The ability to easily take screenshots makes it difficult to take back a social media mistake.

28. Since your employees also represent your brand, both in person and online, implement a social media policy that at the least permits them from sharing internal information.

29. Before you jump on a trending hashtag, make sure you know the origin of it. Not doing so can potentially cause social media regrets.

30. Like it or not, you “share” your brand on social media. And since consumers can start good and bad conversations about you, make sure to set up alerts that notify you of new mentions, comments, or messages.

Tara Banda Duct Tape MarketingTara Banda is a brand-builder, copywriter, and social media marketer in Dallas, TX. She has worked with businesses of all sizes — from Fortune 500 companies to local non-profits to startups — to define their voice, promote their brand online through digital marketing, and build lasting relationships with fans and advocates.  Tara is a currently a Content Marketing Manager at ReachLocal. In her spare time, she is obsessed with learning recipes for international cuisines. You can learn more about her on LinkedIn or Twitter.

 

Are Your Words Killing Your Brand?

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Karon Thackston – Enjoy!

Are Your Words Killing Your Brand

photo credit: BigStock

While there are hundreds of definitions of the word “brand,” my favorites come from the World English Dictionary. As a noun: “a particular product or a characteristic that serves to identify a particular product.” And as a verb: “to give a product a distinctive identity.”

Most of us keep our brands in mind as we develop product packaging or choose color schemes for websites. However, all too often, we arbitrarily pick words when writing marketing copy and content without so much as a thought about branding. Generic word choices fail to evoke an emotional connection and attachment to our brands that, in turn, can actually harm recognition and growth.

Good Examples of Brand-Oriented Words

Let’s watch a couple of videos and I’ll show you what I mean. Have a pen or keyboard handy and jot down the words that catch your attention or make an impression on you.

Video #1 – Gillette Body Razor

Did your list contain these words/phrases?

  • Terrain
  • Rugged
  • Control
  • Off-road razor
  • Take you where you want to go
  • Confidently

What do they all have in common? They are words commonly classified as masculine/manly. They give a visual impression of a man’s body that this target audience will want to be associated with. Sure, Gillette could have written video copy that said something like, “Trying to shave your body is way different than shaving your face, dude. You’ve got all those curves and you can cut yourself if you aren’t careful. Our new body razor pivots and makes it easier to shave across uneven surfaces.”

That would be accurate, but it wouldn’t live up to the brand. That type of copy also wouldn’t get anywhere near the same reaction as calling a guy’s body “rugged terrain” that requires an “off-road razor” for shaving. The copy is specific to the brand as well as the precise target segment for this product.

Video #2 – USAA Insurance

Right away, from the first words spoken, I picked up on the phrases:

  • Mine was earned
  • Handed down
  • Generation to generation
  • Superior level of protection

 

To wrap it up, the voiceover copy used “begin your legacy…”

What do those phrases say to you? For me, I get the message that USAA insurance isn’t just bought, it has to be warranted. Because USAA only provides insurance to military families and their dependents, you have to be part of a somewhat exclusive club. That immediately adds value to any brand because it separates the company from the mass marketplace.

In addition, the terms “handed down,” “generation to generation” and “legacy” show that this product has value and is worthy of being considered an inheritance of sorts. That boosts the perception of this brand instantly.

Is this practice just for video copywriting? Absolutely not! It’s for writing website copy, social media posts, blog articles or any other type of content you produce. Your brand, and the words that represent it, should stretch fully across the entire landscape of your marketing efforts.

Do This Before You Kill Your Brand

Performing this quick exercise will help you discover the best words to support and promote your brand. Once you have a good idea of the communication style you want to use, you can boost all your marketing copy and content with more power to persuade, engage and remember.

1. Determine How You Want Your Brand to Be Known

Create a list of words/phrases that should come to the minds of your target audience when they hear the mention of your brand.

2. Get a Copywriting Thesaurus

Books like “Words that Sell” by Richard Bayan are excellent for giving you different, enticing words to use, so your copy doesn’t sound ordinary.

3. Ask Yourself Questions

How do your target customers perceive themselves? Are they stereotypical manly men? Are they power women who kick corporate butt? Whatever it is, add to your list words/phrases that relate to their world in the areas of work, play, relationships, goals, self-perceptions, etc.

As you discover more about your customers, expand your list of words so you have a never-ending source of nouns and verbs that capture attention and remembrance for your brand.

Karon-black-150pxKaron Thackston is President of Marketing Words helping businesses convert better, rank higher and sell more. Having worked with companies including Gorton’s Seafood, American Boating Association and others, Karon builds success through copywriting, SEO copywriting and conversion techniques for businesses of all sizes. Download Karon’s “Copywriting Makeovers” ebook for real-world case studies that can equip you to boost the performance of your website.

Gambling with Facebook Ads: How to Win Against a Stacked Deck

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Claire Pelletreau – Enjoy!

ducttape-oCPM-screenshot“Facebook Ads is just like gambling! I got this rush every time I looked and saw that my numbers had gone up again!”

Not everyone has this reaction to Facebook ads, especially their first time out of the gate. Running paid campaigns can also bring about that crushing disappointment of gambling: your money runs out and you’ve got nothing to show for it.

But you have a lot more control over the results of Facebook ads than at the Blackjack table, so this investment could be the very risk your business should be taking.

Put List Building on Autopilot

List building is one of the easiest (and cheapest) pieces of marketing to turn over to Facebook Ads. It isn’t hard to entice people to click on an ad that offers something of value to them, especially if it’s free. A collection of 50 green smoothie recipes? Yes, please.  A free guide to getting bumped up to business class on every flight? Hook me up. Even if I’m on Facebook just to procrastinate or see what friends are up to, I’ll click on your ad if it offers me something useful.

And when you combine a compelling ad with a great landing page that converts – You just hit list building pay dirt. You can use ads to drive traffic to your landing page around the clock! But make sure you pay attention to the right numbers before you even launch your campaign.

The “Fine Print” of Running Facebook Ads

It’s important to remember that Facebook is the dealer here. He knows how to wrangle your chips away from you, even if it still seems like you’re winning. Let me give you an example:

One of the best ads to run is the Promoted Page Post ad. These ads can show up in your Newsfeed with the little word “Sponsored” at the top and bottom. If you don’t spot that “Sponsored” word, you can easily confuse these ads for posts from pages you forgot you liked in the past.  You can comment on this ad, like it, share, and click on the photo if it has one.

So let’s say you’re showing me a hilarious photo of a hipster cat with glasses. Chances are I’m going to click on that photo to see it full-size. Then maybe I notice your image caption talking about funny cat videos, and a link.  The hope is that I click on the link and head over to your site.

Here’s the catch, though: Facebook just charged you for 2 clicks. It doesn’t matter whether I sign up for your cat-laden newsletter, or if I ever return to your site again. You get billed for both of those clicks.

This may seem like nothing when you’ve got a super high CTR (click-through-rate) and these clicks are costing you $0.33 each.  But imagine that for every click through to your landing page, you’re paying for 2 clicks ($0.66). And you have an opt-in conversion rate of 25%, meaning 1 out of every 4 people who visit actually sign up for your newsletter.

So you spend 2 x 4 x 0.33 for one email sign-up: $2.64.

This is not necessarily a bad cost-per-conversion. It is, however, far from the $0.33 cost-per-click that Facebook had you focusing on.

“How can I keep my cost-per-conversion down?”

There are a few ways, but the easiest is to use Facebook’s Optimized CPM (oCPM) bidding option. This means that Facebook will show your ad to people who are more likely to take a specific action based on their previous behavior on Facebook. So if you want to get people to like your page, you choose that option and Facebook will supposedly make it happen. If you want people to click through to your website and check it out, maybe read a blog post, you can choose to have the ad optimized for link clicks. If you want someone to go from seeing your ad to signing up for your list, you choose the “website conversion” option.

“But Optimized CPM gives me a crazy expensive Cost Per Mille!”

It looks that way. Compared to those ultra-cheap cost-per-click numbers you’re used to seeing, a $12 CPM (or cost per 1,000 impressions) looks like it’s Facebook’s way of hitting you where it hurts, and hard.

But before you go back to CPC bidding, you have to do the math.

Let’s go back to the earlier example where your cost-per-click was $0.33, and you needed four people clicking on your ad twice to nail one email sign-up. You’re paying $2.64 per conversion.

If Optimized CPM shows your ad to people who are more likely to opt in to your newsletter, the conversion rate on your landing page should get a bump. If that bump can bring your cost-per-conversion down to less than $2.64, who cares how much your Cost Per Mille is?

So give Optimized CPM a try for your next lead generation campaign. In order to choose this option you’re going to need to have conversion tracking set-up and use the Power Editor to choose all the correct options.

Enjoy the rush of watching your list grow and even the sweet agony brought about by a painfully-low CTR. Don’t go all in on your first campaign – there are so many different ways you can “win” by testing out different versions of your ads.

And stay away from using photos of cats in your ads – there really is such thing as ad images that are too good.

cp-bio-photoClaire Pelletreau is a Facebook ads consultant and confessed conversion junkie. She’s been playing with Facebook ads since 2011 and sharpened her skills running paid campaigns for Laura Roeder’s five and six-figure launches. Now she applies everything she learned to helping other small businesses bring in more subscribers and sales than they ever imagined.

Get more bang for your advertising buck – click here to grab Claire’s free step-by-step guide to list building with Facebook ads!

 

The 7 Best Ways To Utilize Outbound Marketing

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jon Rognerud.  - Enjoy!

Outbound marketing is essentially any marketing that involves a business or person reaching out to customers directly. A traditional method of outbound marketing that was used for years (and still is) with great success was direct mail.

You can use outbound marketing in a variety of ways to create future success for your business. Outbound marketing is a newer type of marketing where you spend your time creatively reaching out to new and existing customers in an attempt to draw in additional business.

#1: Blog Outreach

ducttape-1The idea of reaching out to blogs is a seemingly simple one, but in reality there are plenty of nuances that you need to get in right in order to really be effective with this type of outbound marketing.

After you’ve found your partner blogs, you will need to actually cultivate that relationship, understanding who runs the blog, making sure to contact them on a regular basis, and most importantly you need to personalize the content and track how your engagement is actually paying off. Think of how you can best provide value to THEIR audience via your content.

Fortunately there are a few tools to help you out with this task: GroupHigh and BuzzStream.

#2: Sending out emails for limitless results

ducttape-2Sending out emails is a far less time consuming method of outbound marketing than trying to cold call hundreds or even thousands of people. While you should invest in a quality email list (including always building your own house-list), in the end this investment will be well worth it if the list is marketed to correctly. The key to getting results when using email for outbound marketing is by utilizing a targeted list.

Two of the most popular email services are Aweber and Mailchimp.

WARNING: Make sure that you are allowed to import outside data, and that it has been fully vetted. Read and understand their guidelines and don’t spam.

Another good tool to use is Streak’s CRM.  It will help you manage all of your prospects and give you the ability to mass merge personalized emails.

#3: Building a Brand on Social Media

ducttape-3If you are just getting started with social media, a Facebook page is a must for your business. From there, you can move on to Twitter if you are looking to interact with your customers more regularly, and Pinterest if you have more of a visual brand and would like to interact with a female-biased audience. Google+ and LinkedIn will serve you as you continue building out your social platforms.

Managing multiple profiles can be a pain, therefore a tool like Buffer will save you a significant amount of time.  One of the most powerful features is custom scheduling so that you can post high quality content on sites like Facebook & Twitter during peak use hours.

SproutSocial is slightly more advanced and powerful, offering advanced features such as customer relationship management through social media, team collaboration, and much more.

#4: Utilizing Pay-Per-Click Advertising

ducttape-4Paid search engine traffic is a great way to market your business, especially when you work with someone who knows what they are doing.

Companies wouldn’t utilize this great resource if it didn’t work, and the best part is that you can get started for as little as a few dollars a day. There is plenty of information online to help you learn the ropes.

Wordstream helps with managing paid search campaigns via easy to use software tools and great support.

#5: PPV Advertising

ducttape-5This type of advertising is often considered derivative of paid search, but in reality it is anything but that.

Have you ever seen commercials on online television, or on websites that you navigate to? This is PPV, and it is growing faster than most other kinds of outbound marketing today.

Companies like DirectCPV let you customize your PPV campaigns to target a specific type of customers, and you can reach a large audience.

#6: EBook Giveaways

ducttape-6You know what just about any customer loves? That’s right, free stuff.

Since you can give away copies of an eBook for effectively nothing, these books can also be used as effective outbound marketing tools. You simply have to write an eBook, or even just pay to have on written.

Once the book is written, all you have to do is add a few links to your company and give it away to anyone that you want.

When it comes time to actually put the book together, you will want to get help from a graphic designer like the ones that you find at 99Designs to really set your eBook apart with a beautiful cover and even a theme for the individual pages.

#7: Multiple Competitions with a ‘Priceless’ Reward

ducttape-7One way that is less well-known is using competition to market your company.

Shopify did something like this when they first got started, offering prize money and a priceless meeting with a major entrepreneur to the company that could achieve the highest revenue in a Shopify store during the competition’s timeframe.

While this might not seem like a form of outbound marketing, Shopify was able to get their name out there in an extremely competitive space by offering something that was more valuable than money to their customers.

Outbound marketing has been around for awhile, but because of the Internet it is now available to businesses of all shapes and sizes.

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The Positive Secret to Outbound Marketing Success

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Jonathan Curran– Enjoy! 

Contrary to what many internet marketers have been telling the world, outbound marketing is not dead. Inbound marketing channels have almost certainly made outbound marketing less popular but it is far from extinction.

Yes, that is true. Why do you think the television is not dead yet? Why are big companies still pouring out millions of dollars each year for advertising campaigns?

That’s the good part.

The not-so-good part that you may be well aware of is that outbound marketing campaigns are designed to cast a net (marketing message) over a huge audience in one go. The audience in this case is not highly targeted and people have shorter attention spans given the fact that the television or newspapers are not the only sources of infotainment. Not anymore.

Does that ring the bell? It should!

It is now more important than ever to blow an air of positivity into all of your outbound marketing campaigns for better results.

Why, you ask. Let’s check out!

Why Campaigns Built Around Pain Points Can Be Risky

Some marketing managers tend to focus more on pain points while drafting TV/radio advertisement scripts. An insurer, for example, has the option of portraying either a sad or a happy story in an advertisement, mailer or some other material sent out to customers.

While a tragic story revolving around life insurance policy may almost certainly convince the target audience to get one, people may also form a negative opinion about the insurer for having made them feel sad for few moments.

Such impressions, even if created subtly in target audience’s subconscious minds, can result in negative brand recall.

Make the Target Audience ‘Feel Good’

Instead of indirectly threatening people with dire consequences if they did not choose your product or service, how about making them feel good about something?

Take this diaper advertisement by Huggies, for example:

How does that make you feel? Even if such an advertisement (one that actually makes people smile or think over something beautiful, peaceful or satisfying) is first aired on TV, it is likely to land up on social media networks and get viral.

Now, you cannot hope to be able to create something that good every time but it is worth the effort to try and create campaigns that make people feel good and not threatened.

Focus on Striking a Chord with the Audience

Since customers do not interact directly with an outbound marketing campaign, it is absolutely necessary to look out for ways to strike a chord with the target audience.

Have you studied the motivation triggers that lead people to buy products you sell?

How about entertaining more and trying-to-sell less?

What if your marketing message delivers a powerful message which is not as such related to your product but makes people subconsciously relate it to your brand?

A great idea won’t pop up in the first go. It would require a series of constructive brainstorming sessions around ideas that people can easily relate to.

Needless to mention, you’d have to iterate the mass message not once but many times over before you get it right.

Make ‘Positivity’ a Part of all Outreach Programs

Newspaper/television/radio advertisements or other mass marketing messages broadcasted to hundreds and thousands of people in one go can go a long way in increasing brand recall if you consistently make ‘positivity’ a part of all outreach programs.

Everything from the imagery, text and voice to motion pictures can be selected and iterated in a manner that your marketing message gets encapsulated in positive and hard-to-ignore shell.

The Final Word

Outbound marketing is expensive. Make every penny count.

Blowing an air of positivity alone won’t necessarily motivate customers to buy your products or increase your brand recall value but it does help a great deal.

Jonathan CurranThe article came from Jonathan Curran who is Author and Director of PROMOTIVATE Speakers Agency. They represent world’s leading motivational, business, conference, marketing and adventure speakers. Sharing this knowledge he helps companies and individuals unlock how to ‘make it happen’ and the importance of finding the right work/life balance which leads to improved happiness and greater success.