Every business should be working on their audience-focused marketing strategy for 2018 if they have not done so already. Gone are the days when you just relied on spitting out some information pertaining to your industry filled with keywords you think that people are using during their searches. You must up your game if you are going to reach your audience in a meaningful way, and then convert them into sales. So let’s start at the beginning:
Who Is Your Target Market?
Specifically. The more specific the better. Then ask yourself, “What is their woe? What is their pain point?” Typically your target market has urgent needs – things they are trying to move away from. They will have compelling desires – things they are trying to move toward. Now take that information and tell them the #1 biggest result that you provide that will address these issues and partner it with the benefits that it will give them.
Set Your Goals
Start at the end and work your way backwards. Do you want to increase leads? Is there a specific dollar amount you have in mind as it pertains to sales? Are you wanting to increase YouTube followers, blog subscribers, social media followers? Once you know what it is you want, this will allow you to create better quality content that has a more specific call-to-action, thus helping you achieve these goals.
Develop A List of Potential Topics Your Target Market Is Interested In
Brainstorm time. Once you dive in and figure out their urgent needs and compelling desires, it should be easy to come up with a list of topics that you know your audience cares about. A great tool that can help you is HubsSpots Blog Topic Generator. This handy tool wants you to enter three different nouns and then it will come back to you with five different topics that will get your mind working. The best part, you can enter the same three nouns again and hit enter and will give you five more ideas if you don’t like the first round!
Do A Keyword Search
Yes, this is still important. People are still using search phrases to find you. But again, do go it alone. A great free tool to use is Ubersuggest.io. Just type in your keyword and this handy tool gives a ton of ideas to choose from.
Create A Calendar So It Makes Sense
What I mean by this is that certain topics may make more sense depending on the time of year you are sharing them. This post, for example, would not make as much sense if I had ran it in May. HubSpot offers free editorial calendar templates for you to use. You can also go extra simple and just open a spreadsheet. Don’t make your life any harder than it needs to be.
Get It Done
You’ve got your topics, you’ve got your keywords, and you’ve got your timeframe. Now sit down and write! Not a writer? Hire one. Seriously, stop dragging your feet and stop whining about it. Don’t waste time on something that is not your strong suit. Share your research with a great copywriter and spend your time elsewhere. Don’t let the writing part hold you up.
Track Your Success
I wrote an entire article on this topic called, If You Don’t Track, You Don’t Have Jack. If you are not testing and measuring, or paying attention to what is resonating with your audience, then everything you are doing here is just a complete waste of time.
Diligently working on an audience-focused marketing strategy will not only help you convert people into customers, it also helps your SEO since you are providing quality content out there on the internet. So this is a win win. Get started – because there is still time. 2017 isn’t over yet! If you need help – I am happy to help you!
My mind has already been on 2018. What did I learn this year? What can I do better? What did my marketing efforts of 2017 actually accomplish? I ask myself, and my clients, all of these questions as I sit down to prepare what I plan to take on for my marketing content for 2018.
First step: Get your calendar ready. I prefer to keep things simple. I have a very simple spreadsheet that outlines the twelve months of the year and I brainstorm different events or anniversaries that make sense for me to comment on. It is basically a “big picture” approach about the kind of content I feel would be relevant to my readers and clients. I take that information and formulate the various blog posts I want to write about that make sense with certain times of year. I am always open to move topics around to adjust to current events and moments in time that have events where the need for a little shuffling is in order. Always remain flexible and have the ability to capitalize on current events.
If you are not into spreadsheets or documents, another great place to organize your calendar is on Trello. I have mentioned Trello in the past. It is a FABULOUS online tool that multiple people can log onto and all of your team members can brainstorm content for the following year. This is a great one if you have a team, or if you want to share it with your business coach. **hint hint***
A lot of my clients – and other business owners – like to put their topics and ideas on their actual calendar. Having your due dates in front of you when you can glance at it and prepare for it weeks in advance allows you to prepare for it so you are not running around at the eleventh hour trying to meet a deadline. You can either color code your online calendar, but quite often it is even very useful to do it the old fashioned way – with post its and stickers! Below is a the folks at CoSchedule who make a WordPress plugin for an editorial calendar, and they are still using sticky notes! Whatever works for you – do it!
But what does one do when they sit down to a calendar and come up with nothing but a blank piece of paper? One resource is from Authority Hacker entitled 13 Creative Ways To Find Blog Post Ideas.
Another list I will highlight my favorites from is a great resource called CopyBlogger, and their article “50 Can’t Fail Techniques for finding Great Blog Topics” but make sure you click here for a the full list.
1. Google alerts – setting an alert with some of your industry’s key words. This can give you an endless supply.
2. Riff on a popular post. Post your reaction and thoughts to a popular blogger’s thoughts and a hot topic and you can gain some power packed link benefit!
3. Try a new medium. Check out YouTube videos, podcasts, or one of MY personal favorites: watch some TV for inspiration. Shark Tank is one of my favorites!
4. Do an interview. Do you have a favorite person you like to follow online or connect with at networking groups? The answer is no unless you ask them for an interview! I am sure they won’t mind the free publicity!
5. Take an entire day off. I love this one. Recharge your brain for a whole day by doing something you love. Go focus on your hobby and enjoy yourself. Giving your brain a break may be just what you need!
6. Do a product review. Is there something in your business you use every day that you just LOVE? Write about it and spread the love with your readers! My husband, who runs an IT company, does a great post every December on his picks for Holiday Technology Toys as an example.
7. Recruit a guest. When all else fails, call for back up and schedule a post of someone you respect that you can feature on your blog. Make sure their content is what your readers are looking for and it makes sense with the overall feel of your blog. But don’t get lazy and rely on them every month!
Lastly, you will want to set some sort of alert and an accountability system in place so this task actually gets completed. If alarms work for you, wonderful. If you need an accountability partner to make sure it gets done, then set that up. You will be amazed how much you get done when someone else is watching!
So I want to hear from you! What is your preferred calendar method and where do you get most of your blog topics?
For those of you that need your memory jogged, a QR code (Quick Response Code) is a type of barcode or label that contains information about what it is attached to. QR Codes have been around since the 90’s, but have never really taken off in the United States. Up until now, it was perceived as a bit of a pain to use them since it required a third party app to scan them. Most people will not take the time to open a separate app to scan a code. I am completely guilty of this. I know, how lazy is that, right? Well now you don’t have to any more thanks to Apple.
With the release of their new iOS 11, you can now use your built-in iPhone camera app to scan a QR code, which will take you directly to where the QR code wants you to go – no more third party app required! Given how popular iPhones are, this suddenly makes the use of QR codes much more feasible for companies looking to share information with mobile phone users.
So this begs the question: will more companies now start taking advantage of the technology of the QR code? I certainly think they should! So here are some suggestions that business owners can use to utilize QR codes to market their business or products.
- Direct Mail Piece. It is so hard to squeeze all the info you want onto a postcard or brochure, isn’t it? Instead, you can put a fancy QR code on that piece that will give your target market all the information they need without the restrictions of space. Simply put the QR code on the postcard with a few nuggets and a call to action and you are good to go.
- Utilize Video. Have your QR code take them to a video on your website that is either informational or instructional. Everyone loves video and a quick “how to.” Or, if you are trying to promote a product or an event, this is the perfect way to do it. Have the QR code open to a video with you personally inviting them.
- Promotional items. I have seen where companies put QR codes on their promo items. Maybe consider a t-shirt or mug or something that has plenty of space to display it. Then that will take them to your website where they can learn more about you!
Two quick things to mention. If you are going to utilize QR codes, make sure they have an email capture form so you can get their information. They are obviously tech savvy, so you want to grab their email so you can keep in touch. Also, wherever the QR code is sending them MUST be mobile friendly. Nothing is worse than not being able to read or see the content on your mobile device. Over 90% of information consumed is on a mobile device, so make it a pleasant experience. If you need help with any of these things, don’t hesitate to ask!
So, does this new technology have you wanting to give QR codes another try? What do you think? Leave me a message in the comments!
Last month I got all of you thinking about using video to promote your business. We tackled the first elephant in the room – What do I even talk about in my video? Now that we have that squared away, let’s move on to the number two question that comes up:
What Equipment Do I Need To Make Videos For My Business?
This particular piece can easily get out of hand. I am not here to tell you to go out and start spending a lot of money buying equipment that could possibly scare you and therefore prevent you from following through. So let’s just start with the basics, and then move up from there.
- Phones/Mobile Devices: Yes, your smart phone or tablet, as most of you know, is perfectly capable of taking an excellent video. I am a Mac girl, so my experience comes from using an iPhone or an iPad. With all the latest upgrades, especially with the iPhone 7, your phone is VERY capable of taking a high quality video. Once it is on your phone, you can save it or immediately publish it to a social media platform. (We will cover this in more detail in part three.)
- Laptop Built In Camera – if you have a Mac, they already come with a built in “iSight Camera.” You can utilize this to record a video to your desktop which you can then publish multiple places, or to go live on Facebook or YouTube. Simple, easy, and right from the comfort of your desk chair. If you have a PC, models will vary, so check to see if you have one.
- Video Camera – these are the types you can buy at stores or on Amazon. My camera that I use a lot is an Everio, but you can use a multitude of cameras such as an Olympus, Sony, Panasonic or GoPro. Keep in mind you make sure whatever you buy is compatible with the video software you will need to edit your video and get it ready to publish. These cameras start out at $250 and go up from there depending on the features.
- Tripods – If you are using a camera or phone, I definitely recommend getting one of these. No one wants to watch a shaky video. If you are starting small – as I would recommend – you can get a tripod for your iPhone or iPad from caddiebuddy.com. If you have a separate camera, I use the AmazonBasics 60″ Lightweight. It is very versatile and comes with a bag to carry it in.
- Microphones – I find when using my iPhone or iPad a microphone is needed. Especially for videos that are done outside. I recommend the Lavalier Microphone. They are small, lightweight, and work with iPhones, Androids or Windows Smartphones. You simply plug it into the headphone jack and you are ready to go.
If you are doing video from your desktop, my good friend and video guru, Lou Bortone, recommends the Blue Snowball microphone. This is mainly for recording podcasts, or another use would be live videos to YouTube or Facebook.
Do I need any special software to produce these videos now that I have taken them?
Depending on what type of computer you have, chances are you already have the software you need. In my case, I use iMovie which comes standard on every Mac. iMovie allows you to play with the sounds, adjust the brightness, add subtitles, and so on to make your video awesome. If you have a PC, Microsoft has made it difficult for their users since they no longer include Windows Movie Maker. It is possible that your computer may have come with a third party software, but there are so many varieties of movie editing software there are no standards.
I would also encourage you to check out Animoto. Especially if you own a PC. This is a monthly subscription service that is VERY versatile. You can upload pictures, videos, choose your captions, add music and really create a great video that can easily be shared to all your networks with the click of a button. They just last week rolled out new features that include voice-over controls, new customized text controls and more options to create collages and layouts. You can also do a lot of these features with iMovie for free. If you need help with that, fortunately the Apple Store has classes on iMovie that are very inexpensive, and they offer one-on-one training so you can ask as many questions as you want.
Once you become more advanced you can buy more complex video editing software, more advanced cameras, a green screen, you name it. But the reality is – most business owners don’t need all of that. You will do fine just by getting your face and voice out there on a consistent basis while providing good content relevant to your audience.
My advice? Start with your phone and a tripod of choice. From there you can choose to share it to Facebook Live, YouTube Live, or just save it in your phone and then export it to whichever video software you have on your computer.
Got questions? You can contact me here. Good luck and feel free to share your videos with me!
There are multiple blogs I read EVERY week. It is no secret that every entrepreneur must stay on top of their game and keep researching and reading to learn more about what they do and how they can help their clients and customers. Thank goodness for the Internet! I can’t imagine running a business without the ability to get a hold of so much information that can help me when I am struggling with a problem, wanting to learn something new or trying to spread my message to the world. I imagine it is the same for you. Of course, since the Internet is so HUGE – where do you begin?
There are a million different blogs out there all giving wonderful information. Below is my list of some of the blogs that I read weekly that help me put the pieces together of running my company – and I hope you enjoy them as well.
- Mari Smith
For those of you that may not know, Mari is THE Facebook Marketing Expert. She has written several books, is incredibly active on all forms of social media, and I personally have heard her speak on numerous occasions both in person and online. She is a giver. She is constantly showing you tips and tricks on how to make the most of your Facebook marketing platform. If you visit her blog, you will find that she is almost always promoting a webinar or training course that covers various topics revolving around Facebook. Some are free and some you pay for. She also has a really cool “Inner Circle” private Facebook group that you can be a part of if you sign up for one of her programs that puts you in touch with people from all over the world that are trying to learn just like you. There is power in putting your minds together with other entrepreneurs, and I, myself, have asked several questions in that group and have been helped out by total strangers from somewhere in the world. It is a wonderful community. She also has an email that goes out every single Friday that spotlights her top three picks of articles that she thought shared valuable content – and they are NOT articles she wrote. She is constantly learning herself and is happy to share the good stuff when she finds it. If you are not on her list, you should be. Go to her website and sign up!
- ProBlogger/Darren Rowse
I have been receiving Darren’s emails for a long time now. Creating your own blog and content is so important, and it can become very daunting when you have no idea what you are doing. There is so much more to it than just sitting down and writing. Darren not only holds classes to help you learn to be a better blogger, but he continues to share what else he finds on the Internet the way Mari does. He has frequent posts he calls his “Reading Roundup: What’s New in Blogging Lately” that are extremely helpful. His blog is constantly focused on giving you different tools to make your blog better such as commenting system tools, content creation, how to get paid for your blog and a great topic generator tool (which may or may not have been used to come up with this topic. Not going to lie.) He has really taught me a lot about blogging and is another one I suggest you follow. Click here to join his newsletter.
As a blogger, you HAVE to know how to make the most out of each and every post by optimizing your blog. Yoast is a company that created a plugin to be installed on WordPress websites that helps you optimize your website pages, as well as your blog posts. The beauty of this company is that they are also givers. They have written numerous eBooks on how to set up a great website, how to optimize it, content SEO assistance, analytics and more. They have an email newsletter that is always full of helpful tips, as well as an “Ask Yoast” section on their website where you can even talk to their people in more detail about your specific issue. So, yes, they are in the market to sell you their plugin, but they are doing it right by providing you with a TON of extras to show you that they are the best when it comes to website optimization. Check them out here. If you don’t have a WordPress site – I know a company that can help with that too!
- Beth Hayden
I first got introduced to Beth through a mutual friend when she wrote Pinfluence: The Complete Guide To Marketing Your Business With Pinterest. I love this book. I highly recommend it to anyone out there whose target market is on Pinterest and you need to learn how to reach them. What I quickly came to discover is that Beth is also a wealth of information when it comes to blogging, content generation, and list building. She even has a page on her website dedicated to the resources and tools she uses herself in order to run her online business. Once again – a giver! Are you seeing a pattern here? I encourage you to join her list building challenge. This is a great challenge designed to hold you accountable with increasing your subscribers, and therefore your reach, which will lead to more business.
There are definitely more, but these four will get you well on your way of gaining knowledge from industry experts that have certainly helped me along the way.
Speaking of giving…how about you give some of your favorite blogs or or podcasts that help you grow your business! Post your favorites in the comments!
When I am coaching my clients on marketing their businesses online, the one thing that they voice the most frustration over is not knowing what to write about in their blog. They are constantly coming up with reasons why they cannot think of any topics. I realize this is hard, and often struggle with the same problem. But blogging is VERY important. Not only does it help your Search Engine Optimization (SEO), but it establishes you as the category authority in your business or field. If you are blogging constantly, people will remember that you are the go-to person on that subject when they need to hire someone. It also establishes great relationships and builds your tribe.
But enough about why – we all know we need to do it. But what do you do when you are stuck? I recently came across a great article that highlighted eight different blog topic generators for blog post ideas. I looked through all of them and picked out my favorites below, but I encourage you to read the entire article because it was very informative and helpful.
1. HubSpot’s Blog Topic Generator
HubsSpots Blog Topic Generator wants you to enter three different nouns and then it will come back to you with five different topics that will get your mind working. The best part, you can enter the same three nouns again and hit enter and will give you five more ideas if you don’t like the first round!
I put in networking, online and offline. Check out the topics they gave me! I will definitely be using this tool again. How easy was this?
2. Portent’s Content Idea Generator
If the thought of three words is more than you can handle, then Portent’s Content Idea Generator is for you. It DOES NOT get any more simple than this. You only have to enter one keyword and then let her rip. This one is actually a little more entertaining since it gives jokes along with the titles. I entered the word “blogging” and this is what it gave me:
As with before, if you don’t like what they first suggest, you can enter the same word again and give it another try. Don’t be afraid to try similar words.
3. Link Bait Title Generator
Link Bait Title Generator is not flashy at all but gives the most topic ideas in one sitting that I have seen. It gives titles and ideas that focus the gamete of informative, controversial, or just plain fun to read suggestions. I simply entered “blogging” and look what I got. My screen shot could not even fit all the suggestions!
What’s else is helpful with this tool is if you click on their logo, you will be taken to other tools that will help with the content portion like the Hashtag Finder option. This will help you find an already current and trending hashtag to put in your posts that will help with your SEO and share-ability on social media.
This is for the people that are wanting to dive in a little deeper. If you are wanting to see what your competition is doing, or what the most popular existing articles are on the topic you want to write about, you can use the Buzzsumo tool. You can enter in your topic and it will tell you what is getting the most attention: like how many Facebook, LinkedIn, Twitter, Pinterest and Google+ shares. You can also play around with the filters on the side to get more specific information on your topic. This is really helpful if what you are blogging about is in a crowded space and you want to stand out with your article. Below I am showing what I got when I entered: blogging ideas for small businesses.
Final Thoughts On Blogging
Don’t drag your feet coming up with ideas. The end of the year is approaching and now is the best time to start working on your 2016 marketing content calendar. It is so much easier to sit down and write about something when you know what your topic is rather that have to figure that out first before you even start the writing process. Yes, planning takes some time but you will be so happy when it is all finished and then you simply produce the article. Need help? That is why I am here! Contact me about sitting down and getting your 2016 Marketing Calendar all set before the end of the year busyness gets in the way!