10 Guaranteed Ways to #Fail at Content Marketing


Providing great content earns you the right to promote your product. Successful content marketing leaves the reader saying, "This was written specifically for me." The web is driven by content and if your business isn't reaching customers in this way, there's a good chance you're not reaching them at all. I was interacting with a group of business leaders recently who were still stuck on old ways of advertising: blasting messages to anyone … [Read more...]

What Social Selling Actually Is…and What It’s Not


Every salesperson (and their boss) wants to sell more. The opportunities available with social media are vast, however, to leverage social media successfully and turn it into a referral engine takes deliberate action, consistency and perseverance. Social selling works, but only if you work it. Social Selling as Urban Legend I've been seeing and participating in some lively conversations online debating what social selling actually is. The … [Read more...]

15 Ways to Wreck Your Personal Brand, Fail at Social Selling

ways-to wreck-personal-brand-fail-social-selling

A brand is a reason to choose. We live in a connected world. The act of deeply examining the people and businesses we buy from is a common occurrence. Sifting through the noise and nonsense isn't easy and those brands who pilot their customers through the maze, ultimately provide them with a reason to choose them over a competitor. A brand is a promise. It's a pledge of satisfaction, quality and sometimes even joy. A personal brand and … [Read more...]

7 Steps to Engage Employees in Content Creation


One of the challenges for business owners and marketers is coming up with enough relevant content that customers either need or want to engage with. Taking a collaborative approach to these challenges often produces outstanding results and you've got your best "brand experts" at your finger tips. Employees possess the knowledge your customers need and their seasoned expertise fosters more trust than any ad you'll ever run. Employee generated … [Read more...]

The One-Two Punch to Sidestep Failure in Social Marketing


Average businesses have wishes and hopes. Confident, successful businesses have goals and a plan. I was speaking to a large group of business owners and marketers recently on ways to get traffic, leads and sales with social marketing. One of my first tips talks about planning and goal setting. When I went around the room asking who had a marketing plan in place right now, shockingly, only a handful of the attendees raised their hands. The … [Read more...]

3 Basic Content Strategies to Earn Customer Trust


Things can seem so complicated when it comes to attracting target customers through online marketing. You hear about new techniques and tools, all the shiny new objects available to get more traffic, more leads and more sales. It gets overwhelming sometimes, especially when you travel down the wormhole looking for the next best idea or precise solution. The answer is never going to be housed in a new tool or tactic. It's contained in your content … [Read more...]

Has Civility Lost Its Way on Social Media?


When I was younger, my grandmother used to say, "In social situations, never discuss politics, sex or religion." That sage advice has stuck with me like a mantra through every off-site business meeting, networking event, backyard BBQ and even all those company Xmas parties. It's a simple acumen, without a lot of adornment, so perhaps that's why lately many people seem to forget that it's applicable to social media. This week has been a true … [Read more...]

Social Customer Service: Ignore Your Customers and Lose Sales


A report out this week shows that 87% of customer Facebook messages are ignored. Many customers will turn to Facebook and other social media when issues arise, expecting to be heard. Just like the phone or email, social customer service may be the preferred channel your customers use to correspond with your business. How equipped are you to include social media as a way to listen to your customers? We've all been victims of the automated … [Read more...]

6 Ways Employees Are Key to Online Marketing Success


What do you want your customers to know about your company? We've all been subjected to thundering advertisements and they just don't ring true anymore. No matter how loud you get, there's always someone louder. Can you advertise price? Sure, and there's always someone who'll undercut you. The only real and lasting expression left to capitalize on and drive sales is the experience you deliver every time a customer comes in contact with your … [Read more...]

What Dave Grohl’s Broken Leg Teaches Us About Personal Branding


Things happen. We get up everyday and expect smooth sailing but the truth is, most days, things happen. Personal branding is the work you do to insure that when things happen beyond your control, your primary message of value stays intact. If you were faced with a situation beyond your control that affected not one but many other people (such as customers), how would they react? What would your customers think and say about you? Would your … [Read more...]