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Strategy

4 posts to help you nail your online marketing strategy

4 posts to help you nail your online marketing strategy 825 470 Lloyd

Is your online marketing attracting visitors to your website and turning them into delighted customers? If you don’t know the answer to that, these 4 excellent posts help you get your strategy, traffic, conversion and promotion refined for 2016.

 

1) Stop buying your website visitors, grow your audience

This 2013 post from Brian Clark concisely explains how you can leverage the age of search to scale your marketing. “The mindset that makes online marketing work” is behaving like a media company and growing your audience.

If one day you’d like to stop paying for your website visitors, click that link.

 

2) Know where your profitable customers come from

As your audience grows you’ll learn that not all channels provide the same outcomes. Alice Default does an excellent job of answering what, where and how you measure your acquisition channels.

If focusing your resources on the traffic sources that work is important, read that post. As a bonus you can get a copy of the Customer Acquisition – Channel Tracking Spreadsheet which is well worth it.

 

3) Build a funnel for sales

Your website has a purpose of generating sales or leads. By building a funnel you have a clear design goal to move people from A to B to C. You’ll also be able to measure the performance of each stage. Neil Patel goes into great detail on how to build a conversion funnel. From attracting customers, encouraging actions and all the way to setting up goals in Google Analytics. This is the detailed reference post to make sure you are doing everything right.

He’s a bit of a big deal, you might actually triple your profits.

 

4) Take care of customers and they will promote you

Forget about customer satisfaction. Aim for customer delightedness and in turn see them become your best form of promotion. Help Scout shows some powerful examples of going above and beyond for customers. Another 14 examples from Buffer show that inserting care into customer service can win the day.

 

What strategies and tactics are working with your online marketing? I’d really like to find out in the comments below!

The value of a great story

The value of a great story 825 470 Lloyd

This post is about a great presentation, and a new favorite story of mine. In essence, don’t have your brand publish crap, instead spend time developing a narrative full of your expertise.

Brand danger. Low quality content

The Velocity presentation provides an excellent summary on the rise of content marketing and the dangers for your brand if you don’t QA what you are sharing with the web. It is super, check out all 50 slides now.

[slideshare id=15931787&doc=velocitycrap-130110064100-phpapp01]

High quality content will help you keep you in the good graces of search engines, and help you avoid penalties that impact on the performance of your organic search.

Set up for success. Tell great stories

Everyone is familiar with story telling, we’ve all had them from our childhood. A story enables brands to stop telling (An early indicator of crap) and start showing and illustrating. The Content Marketing Institute pitches them as “a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments”

I’m a big fan of Ok Go and a big fan of the Interview with Damien and Tim that shows the attention to detail, passion and creativity that went into the making of a superb music video. This story makes me appreciate even more what they do, and I’ll be on the look out for their next piece of work for sure.

Takeaway Tips

Not everyone has a marketing budget to cover making a music video or a video documenting the making of a music video. But there are a few key take away points for all.

Go deeper. A landscape gardener can show before and after shots for work done. Consider showing before shots, during shots, commentary on complications, reasoning for materials used and After shots.

Social proof it. Wikipedia calls social proof “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” Have other people tell your story like happy customers, or get an industry body to review your work and prove that what you do is valuable.

Invest in the medium. If a picture is worth a thousand words, then a video is worth a million. ShoppersChoice.com quoted that back in 2010 for a Search Engine Watch post and it is still true today. When you can, stretch to use video to tell your story.

In summary – If you are really good at something, show your expertise in how your product or service comes into being. It is a powerful marketing tactic with the rise of high churn low quality content.