Your potential customers just want to know what problems you can solve for them, or what benefits and results you’ll deliver. So in your marketing, tell them exactly what outcomes they can expect from your product or service! Your social media and content marketing should answer these questions. More…
A critical part of marketing is getting other people to start talking about your business, and some of those “other people” are members of the media. But getting the media’s undivided attention is not as easy as it used to be.
First of all, it’s more difficult to define who the media is these days. The “traditional media,” such as print, radio and TV news reporters, has shrunk dramatically in the intersection of the move to online news and the recession. Media business writer John Reinan estimates today that a typical newsroom, radio or TV station has dumped half of its staff in the last five years. As a result, a new form of media has arisen – among them bloggers who self-publish on their own site and may broadcast with social media, and citizen journalists who may contribute to both online and traditional outlets.
Twitter to me feels like an open air merchant market in a public square (specifically, I imagine the Piazza San Marco in Venice). Facebook feels like an open house where you’ve put up pictures, made it homey, and friends stop by regularly to chat. LinkedIn reminds me of a giant Chamber of Commerce mixer. I find these mental visuals helpful when I’m trying to decide how best to position a message, post or strategy to fit each network. Do you anything similar? More…
If your marketing needs work, you can’t wait until business gets better before you do something about it! The ways that people find businesses, how they interact with them, and what they expect from them are changing in a very fundamental way. You need to be where your customers are before another business earns their loyalty — and as it happens, your customers most likely are on social media now. More…
Professional writers approach your challenge in communicating to customers as a problem that they, with writing and storytelling, can solve. They use written content and other forms to entertain, educate, tantalize, and persuade. When it’s posted on your company’s Facebook, Twitter, Google+ or LinkedIn page, their writing can be a welcome, open door to your personalized space in the marketplace – your website. More…
Consumers, particularly those making considered purchase decisions, are eager to know what they can expect from you before they plunk down their money. It’s your job to make that easier for them by giving them all the information they need to know in order to consider your product or service, keeping them engaged with you, and helping them along their decision-making path that will hopefully lead to you. More…
The social web and mobile devices have turned marketing upside down in just a matter of a few years. The ways that people find a business and interact with it are wholly different. Where once a business could simply trumpet its messaging, it is now expected to hold online conversations and develop relationships over multiple channels — and, on top of it all, provide helpful, meaningful, professional content for free. And if you’re running a lean business, how do to this effectively becomes the million-dollar question. More…
Lynn Christiansen Esquer 