8 Vital Starting Positions for a Modern, Winning Marketing Team

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Modern marketing requires thoughtful architecture - complex and carefully designed structure of how to attract target customers, build trust, generate leads and eventually close sales. The specific components that constitute a modern, winning marketing team are too often deemphasized. Strengths and weaknesses are overlooked for the sake of speed or lack of a plan. In your business, as in many, it may be unrealistic to think that 8 different … [Read more...]

10 Guaranteed Ways to #Fail at Content Marketing

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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

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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...]

6 Content Ideas for Business Blogs to Wipe Out Overwhelm

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By now, you've heard that in order to be found and seen online, your business must provide quality content for search engines and social media to attract your target customers. A lot of businesses stop here because the idea of a blog just seems like too much work. Tapped resources, lack of ideas for business blogs and not enough evidence on ROI can banish blogging to the end of the priority list. Sooner or later, everyone comes to a fork in … [Read more...]

Is Your Content Marketing Just Noise-Shaped Air?

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Content marketing without strategy is like a potato trying to whistle. Content is what drives everything in online marketing today. Successful marketing (and advertising) requires quality content. What is quality content? It's information your customers need in order to develop expectations and inform their buying decisions. The new season of Veep just started on HBO. There's a hilarious scene early on where Selina Meyer's (Julia … [Read more...]

Anatomy of a Great Blog Post: Are You in Good Shape?

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Everybody wants to be in shape. Whether it's your business or your body, achieving good health isn't always easy. When it comes to answering your customers' questions, solving their concerns and converting sales, your blog is a key component to a healthy regimen. A great blog post has many moving parts and it's your decision whether you want to put forth a half-hearted attempt or strive to be the best you can be. I've been conducting an … [Read more...]

Blog Basics: How to Start a Business Blog

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"The secret of getting ahead is getting started." ~Mark Twain A business blog is essential in today's online marketing climate. Customers are looking for reliable information to support their purchase decisions and you need to be there answering questions (just as you would via phone, email or in person).  Even with all the talk and expert advice given that blogs are highly beneficial, many businesses still haven't taken action. One obstacle … [Read more...]

Social Selling: You Can’t Turn a No into a Yes Without a Maybe In Between

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The path to the sale has many twists and turns. It's not always easy to determine where and when you can provide the most value to your target customers along that road. Social Selling, as part of your overall sales process, helps identify where those twists and turns occur and where sales are in danger of going of the cliff. "You can't turn a no into a yes without a maybe in between." ~Frank Underwood, President of the United … [Read more...]

The 4 Cornerstones of Content Marketing That Educate and Build Trust

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"Profit isn't a purpose, it's a result. To have purpose means the things we do are of real value to others." ~Simon Sinek In today's climate of radical transparency where everything your business says and does is subjected to scrutiny, the most valuable way to attract leads and sales is through education and trust. The vehicle for education and building trust is content marketing. What Delivering Real Value Means Today Real value is … [Read more...]

Top Social Media and Content Marketing Trends for 2015

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More than ever, we're seeing businesses take a holistic approach to marketing. Social Media marketing is no longer something you do as an afterthought. Businesses are taking steps to integrate content creation within their organization. There was so much growth in 2014 and now we're seeing that Social Media and Content Marketing will be even bigger in 2015. Over 70% of US online adults use some form of social media networking. (Pew Internet … [Read more...]