Weekend Favs August Twenty

Weekend Favs August Twenty written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

Skate Skateboarding Skatepark Skating Lifestyle Concept

RAWPixel – Free model released images, ready for commercial use.

DropBox Paper – Helps fast-moving teams create collaborative docs and share important information.

Crystal – Analyzes a person’s personality profile to show you the best way to communicate with prospects, customers and coworkers.


Source: Marketing

6 Tools We Use at Typeform to Amplify Our Marketing Productivity

6 Tools We Use at Typeform to Amplify Our Marketing Productivity written by Guest Post read more at Duct Tape Marketing

6 Tools We Use at Typeform to Amplify Our Marketing Productivity -Duct Tape Marketing

photo credit: Unsplash

Working in marketing can be very demanding. KPIs, meetings, brainstorming sessions, monthly revenue, never-ending checklists… the list goes on. Luckily, we live in a time where productivity hacks are easy to find. Even easier than catching Pokémon.

Regardless of whether you’re in a large team or an army of one, at the end of the day, it’s all about working to achieve your goals. To do so, staying organized and focused is key. At Typeform, web apps are a must. Here are six of our favorite tools that help us get stuff done.

1. SaneBox for sorting out our email

There are two kinds of people in our team: those who aim for “inbox zero” and those who prefer the “filtered email” approach. Either way, keeping email organized can be a difficult task, especially if you’re subscribed to an endless list of newsletters. That’s where SaneBox comes in. This tool, as the name suggests, keeps you sane by cleaning up your inbox in minutes. It also creates automatic file uploads to the cloud and lets you snooze your email for later—a must-have for when it’s time to focus.

2. Trello for getting organized

Organizing our day-to-day goes way beyond Google Calendar. We seem to have a thousand and one projects in motion at any one time. Project managing is a tough job. That job is made easier for us by using one of our favorite tools, Trello. Perhaps SCRUM methodologies work best for you, or maybe you’re perfectly fine with a good ol’ checklist. Trello is a great management tool that will keep your project organized from start to finish.

3. Feedly for finding the best content

At Typeform, if there’s one thing we love to do lots of, is reading online content. We need to keep up with the latest trends and always like to find new and great examples of top-notch content online. Feedly makes this task easier. This tool lets you make carefully curated lists based on your area of interest. However niche you want your reading list to be, discovering, reading, and monitoring content has never been simpler.

4. Meet Edgar for distributing content

One of the best hacks for social media marketing is scheduled content distribution. But we always found that the available tools were quite limited… until we met Edgar. Meet Edgar is a social media distribution tool that automatically fills itself out by recycling and queuing your content. You can create “buckets” of different types of content, and tell the app how often to share something from each bucket. It’s a massive time-saver.

5. Canva for creating beautiful and shareable images

Statistics show that Facebook posts with images drive 2.3x more engagement than those without and articles with images have 94% more views. So visuals are the way to go. When in doubt, Canva has got you covered. Canva is a complete graphic design tool for non-designers that lets you create beautiful visuals that make your content more attractive. It also has specific image sizes for every platform—allowing you to reach across multiple channels. We’re lucky enough to have an in-house design team at Typeform, but we use Canva to create quick, good-looking images to share in presentations, etc.

6. Crazy Egg for optimizing our website

Having a beautiful website that’s friendly, engaging, and simple is key for us. However, we sometimes want to know how much people are actually engaging with our content. Do they scroll? Have they seen that link? Do they know there’s a “see more” button at the bottom? This is where Crazy Egg comes in. It shows you how your visitors interact with your website through heat maps and scroll maps. This lets you see what works, what doesn’t, and where people are getting lost.

Whether you’re a full-scale marketing team or on your lonesome, we all ask ourselves the same question at some point: “how can I be more productive?” Hopefully with this selection of tools you’ll find that your efforts will be simplified and your results amplified without losing focus.

Joanne TorresJoanne Torres is an online & outreach marketer at Typeform. Compared to the industry average, Typeform has 4x higher completion rates due to their human-first design approach—keeping people’s attention from start to submit. Whether collecting customer feedback or having any other type of conversation with your customers, typeforms are beautiful, friendly, and engaging.

Twitter: @possiblyjoanne

LinkedIn: https://es.linkedin.com/in/joanne-torres-a1529852


Source: Marketing

How To Publish More Content Faster With A Content Creation Process (And Limited Resources)

How To Publish More Content Faster With A Content Creation Process (And Limited Resources) written by Guest Post read more at Duct Tape Marketing

How To Publish More Content Faster With A Content Creation Process (And Limited Resources) - Duct Tape MarketingThat back burner of yours has a lot on it, doesn’t it?

Unfortunately, it’s easy to let creating content for your small business fizzle out at the tail end of your to-do list.

How To Publish More Content Faster With A Content Creation Process (And Limited Resources) - Duct Tape Marketing

But what if there was an easier way to not only publish more content but do it faster and with next to no resources? Would you reprioritize your to-do list to polish your content creation process?

Our co-founder at CoSchedule, Garrett Moon, once wrote there are only three ways to save time writing content:

  1. Add more tools or people into your content creation process. This means using the right tools for planning, like ditching your spreadsheet for a project management tool designed to help you work more efficiently. Outsource straightforward tasks like social media scheduling to a virtual assistant to save your valuable time for creating more content.
  2. Use the time you spend writing more efficiently. Many people are more productive in the mornings, so that may be the best time for you to write faster than in an afternoon when you’ve worn yourself out. Part of this may involve critically analyzing the steps involved in your content creation process, too, to focus your preparation and workflow on the tasks that really make a difference instead of just doing the same things you’ve always done.
  3. Eliminate something or hone in on what really This means picking a single audience to target and making sure every topic you cover connects deeply into solving that specific persona’s challenges. You could also remove unnecessary steps from your workflow to make everything flow even faster.

You’re thinking, “That’s all fine and dandy… but how can I make this work for my small business, really?” Well, my friend, let’s explore that even further.

The Only Way To Publish More Content Is To Start

If you want to publish more content, you need to publish more content. It may seem obvious but from my conversations with dozens of marketers… it’s not.

You need to spend time honing your content creation process to be able to create more content faster. This takes two commitments: Acquiring skill and turning that skill into a consistent habit.

Researchers have found it takes at least 100 hours of practice before you learn a skill beyond producing a crude version of the desired behavior.

How To Publish More Content Faster With A Content Creation Process (And Limited Resources) - Duct Tape Marketing

That means the only way to publish more content is to practice publishing more content. And as you publish more, those same researchers suggest you will smooth out your process, remove errors from your execution, and indefinitely improve as you continue using the skill.

That whole indefinitely bit ties nicely into habit formation. Consistency is important for success in marketing, and habits make it possible to be consistent.

According to Charles Duhigg in his book, The Power of Habit, your brain literally works less after you build habits. It’s as if your brain needs habits so it doesn’t have to think so hard about every little detail.

How To Publish More Content Faster With A Content Creation Process (And Limited Resources) - Duct Tape Marketing

Habits require five traits to last:

  1. Cue: A trigger that sparks the habit. This could be a day (if you always write on Mondays) or a time (if you always write in the mornings the moment you get into the office).
  2. Routine: After the cue, this is the process you consistently follow every time (writing headlines, then introduction, then the body).
  3. Reward: The great feeling you get after you follow your routine (Yay! I did it and didn’t put it on the backburner!).
  4. Craving: The desire to do the routine again and again to experience the reward. This is where habits become consistent instead of just one-at-a-time activities.
  5. Belief: Probably the biggest necessity to committing to a habit—the faith in the habit that it will produce the reward you’d love to continue experiencing.

In other words, you need to commit to spending time building the skill to publish more content. As you do that, you will start to build a process—with clear habits—that literally cut the amount of time you need to write content and make the entire process easier.

To do that, you need to believe in your system as you start. You will hit snags. But you have to use those lessons to learn from your mistakes and continue on.

You have to have faith in your content creation process to succeed in publishing more content consistently.

10 Steps To Streamline Your Content Creation Process To Publish More Content Faster

1. Plan

A mentor of mine once told me, “Plan your work, then work your plan.”

Those who write things down are more successful, so make the most efficient use of your time by planning the work you’ll do rather than reacting to fire drills and sporadic tasks.

2. Prioritize

Marcus Sheridan of The Sales Lion uses a simple prioritization method to make sure he uses his time as efficiently as possible. For the content you’ve planned, rank it all from 1 to 3.

A 1 rank means the content may bring inbound traffic, but may not convert. A 3 is the best; a project that will definitely help you increase sales and leads. Work on your 3 ranked projects first.

3. Dissect

Atul Gawande, author of The Checklist Manifesto, suggests creating checklists for larger projects helps you make sure nothing gets missed. You’ll cross your Ts and dot your Is while breaking a large, intimidating project into smaller, achievable tasks.

4. Eliminate

There’s a concept in the startup world called the minimum viable project. It suggests that you can publish content quickly by removing unnecessary—possibly overzealous—tasks from your checklist.

5. Create

At CoSchedule, we’ve found starting with content outlines helps you plan your topic more effectively, stay on point more consistently, and ultimately write faster.

6. Optimize

Improve what you’ve written with keywords to help your audience find your content when they need it. Add strong visuals to get 94% more page views. Optimize to make the most out of the time you invest into your content creation process.

7. Publish

As Seth Godin writes in Poke the Box, “If you don’t ship, you actually haven’t started anything at all. At some point, your work has to intersect with the market. At some point, you need feedback as to whether or not it worked. Otherwise, it’s merely a hobby.”

8. Share

Automate your social media posting schedule with a tool like CoSchedule or even outsource it to a virtual assistant to spend less time sharing your content. Just make sure to promote the work you’ve produced to help your audience find it.

9. Retro

Part of building your skill involves continuous improvement. After you publish, ask yourself what went well, what went wrong, and what you can improve next time.

10. Commit

An easy way to commit to publishing more content consistently is to use a marketing calendar.

As Joe Pulizzi from Content Marketing Institute says, “One thing is certain: If you don’t keep an editorial/content calendar, the content doesn’t get done.”

Now You Know How To Publish More Content Faster Than Ever

You’ve got this! Start, commit to honing your content creation process, build consistent habits, and let ‘er rip.

Nathan ElleringNathan Ellering is the content marketing lead at CoSchedule, the marketing calendar for everything.


Source: Marketing

When Automation Goes Wrong: A Better Approach to Social Media

When Automation Goes Wrong: A Better Approach to Social Media written by Guest Post read more at Duct Tape Marketing

When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape Marketing

photo credit Pexels

Given the sheer scale of social media and the number of social channels (there are over 90 social networks) – and the volume of people using them (Facebook has over 1.59 billion active monthly users) – you could say it’s a bit of a chore keeping up with everything.

Between monitoring, posting, and staying engaged, I’m not surprised that marketers try to automate the process as much as possible. But that’s not going to keep people engaged or grow sales through social.

In fact, automation is the opposite of what we should be doing, when you consider that the whole idea of social media is to provide that direct, authentic engagement with our audiences.

And sometimes, brands pay the price for that automation.

We Love Social Media Fails

I think we put social media fails from brands right up there with celebrity gossip. Sometimes those fails are interesting, sometimes they’re eye-roll-inducing, and sometimes they’re just a trainwreck you can’t look away from.

Domino’s Pizza is the first brand that comes to mind.

When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape Marketing

 

After receiving a compliment on its Facebook page from a clearly satisfied customer, Domino’s fired off the wrong auto response, posting a message that said “Sorry about that!” It’s great that Domino’s is prepared for damage control – every brand should be.

Unfortunately, that automation disconnected Domino’s from its customer, and resulted in some negative feedback in what could have otherwise been a flawless bit of customer praise.

Oh, Oreo…

Oreo has received some praise in recent years for the mastery of its marketing messages, such as its quick thinking during the Super Bowl blackout in 2013.When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape Marketing

But even a brand that has it together like Oreo can slip when it comes to automation. It might feel like you’re in full control when automation is set up, but that control goes out the window when you start involving the public.

Oreo found this out in 2014 when it tweeted what was clearly an automated reply to a Twitter troll. That automated response led to a lot of negative PR for the brand.

When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape Marketing

Reach Out and Touch… Everyone. As Quickly as Possible.

AT&T had attempted to set up an automated campaign around March Madness. The campaign was supposed to create personalized tweets that went out to basketball fans around a Ticket Chasers campaign where fans could win NCAA tickets.

When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape Marketing

Unfortunately, the automated campaign wound up targeting a much larger audience than intended, which grew by the minute and quickly spammed a huge section of people. AT&T responded by quickly deleting threads and shutting down the bot, and its head of social media at the time issued a formal apology directly to Twitter followers.

When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape MarketingBaccus-5

Automation Has Its Place in Social

You never think it could happen to you, but the above examples weren’t intentional. They were accidents – and accidents can happen.

I’m not advocating that brands and marketers stop using automation; it certainly has its place in your marketing strategy. If you want to effectively use automation, then use it to:

  • Schedule posts when your team is going to be offline, or if you’re going on vacation or to a trade show/event.
  • Fill up your content calendar by using tools like Quuu or Buffer. Then you’re filling in gaps around your real-time posts.
  • Find the best times to post content to get the most eyeballs.

When Automation Goes Wrong: A Better Approach to Social Media - Duct Tape Marketing

None of that really takes away from your engagement with your audience. You’re still posting great real-time content and rounding it out with stuff you’ve curated or scheduled ahead of time to keep up with your audience.

To avoid incidents like those above:

  • Don’t make automated direct messages or automated responses part of your strategy. That ruins engagement, especially if you’re not there to reply.
  • Don’t try to use scheduled content to blast the same message out to every social channel. You need to cater content to your audience segments, as well as the network you’re on.
  • Don’t just curate and automate content posts when you haven’t read the content or can’t screen it.

Keep It Authentic

A better approach to social media is to treat it the way it was meant to be used: to directly engage your fans in a sincere and authentic way that best represents your brand.

If you’re strapped for time, I get that. I know what it’s like to have a packed schedule. It’s hard enough finding time to breathe, let alone post to 3 different social networks throughout the day.

When you’re struggling to get authentic posts out and keep engagement up, then it’s time to either invest in an agency that can manage it for you, delegate it to a team member, or hire a virtual assistant who can keep the social content flowing based on your strategy.

How do you maintain and grow your engagement on social media? Do you use automation tools or do you have a team that handles it for you? Share your approach with me in the comments below:

Aaron AgiusAaron Agius is an experienced search, content, and social marketer. He has worked with some of the world’s largest and most recognized brands, including Salesforce, Coca-Cola, Target and others, to build their online presence. See more from Aaron at Louder Online, his blog, Facebook, Twitter, Google+ and LinkedIn.


Source: Marketing

How to Run Meetings Nobody Hates

How to Run Meetings Nobody Hates written by John Jantsch read more at Duct Tape Marketing

Podcast Banner Template (10)

Marketing Podcast with Cameron Herold

It’s pretty much a given in most organizations – meetings are a necessary evil and that’s just it – they are evil.

The thing is – it’s not that meetings suck – it’s that most people suck at running them.

I often joke that the reason I work for myself is to avoid meetings.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Cameron Herold, business growth guru, Former COO of 1-800-Got-Junk, author of the best-selling book, Double Double. Cameron also recently released a new book called Meetings Suck: Turning One of the Most Loathed Elements of Business into One of the Most Valuable. Cameron and I discuss how, when done right, meetings not only work but they make people and companies better.

Herold outlines the precise steps he takes to create and run valuable meetings.

Cameron knows all about how to effectively grow a business and is known around the world as THE BUSINESS GROWTH GURU. He is the mastermind behind hundreds of companies’ exponential growth and has built three $100-million dollar companies.

Questions I ask Cameron Herold:

  • How much does an organization’s culture impact the way that a meeting is run?
  • Do you have analytics on the increase in proficiency and profits that running more efficient meetings can bring to an organization?
  • Is there a “sweet spot” in terms of an ideal length for meetings?

What you’ll learn if you give a listen:

  • How setting clear expectations prior to a meeting can make the outcome more productive
  • Why having rhythms are important and how they help improve communication
  • What a “7-minute daily huddle” is and why it’s important for your organization

Learn more about Cameron Herold and his latest book, Meetings Suck, here – also, check out The COO Alliance – an organization created by Herold to help develop COOs.

This week’s Duct Tape Marketing Podcast is brought to you by Alignable!
Alignable is the network exclusively for business owners to network with each other, generate referrals and co-promotions together. Connect with fellow business owners nearby in your community today! 


Source: Marketing

The Ultimate Guide to Small Business Keyword Research

The Ultimate Guide to Small Business Keyword Research written by John Jantsch read more at Duct Tape Marketing

Keyword Guide

Keyword research is an important strategic marketing practice that, when thought of correctly, never really ends. While many people think of this type of thing as a technical aspect of search engine optimization (SEO), I would like to suggest that it’s so much more.

If fact, the practice of SEO has changed so dramatically over the last few years that you must revisit everything you think you know about SEO, and that starts with revisiting how you think about keyword research.

What is keyword research

I’ll start with pretty much the Wikipedia version for context.

Keyword research is a practice search engine optimization (SEO) professionals use to find and research actual search terms that people enter into search engines.

So, the money part of that simplistic definition – actual search terms.

That’s the power behind keyword research for SEO – the ability to understand the exact phrases people use to search for the products, services, information, answers and solutions that lead to them becoming your customers, but that’s just the beginning.

Is it just for SEO?

Sure, you need to do keyword research if you hope to get your content to rank highly on search engine ranking pages (SERPs) – and by pages I mean page one.

But effective keyword research also helps you better understand search intent or why people are searching for the things they are searching. Intent is the key to unlocking new products and services.

Ongoing keyword research helps you better understand the world of your ideal client so you can speak to them more personally. Personalization builds trust.

Finally, keyword research is the and should be the driver of your editorial calendar. Without content, there is no SEO. (And no PR, email marketing, advertising, and referral generation, but that’s another – Content is Air)

Keyword research can be a very exhausting, complex, and confusing exercise – if you sell SEO services. But, in reality, anyone with a basic understanding of their business, their ideal client and the problems they solve can conduct effective keyword research with a few steps and a few low-cost or free tools.

Making a list

The first step is to start making a list of keyword phrases and terms that your ideal prospects are likely to punch into Google as they journey out there in search of solutions.

This is not your final list; this is your big, creative dump of possible key phrases. Ultimately, you’ll get this list down to a manageable group, but better to consider from many.

There’s no exact scientific way to create the best list – it’s a creative exercise that involves thinking like your customer – not like you the business owner.

There are a few tried and true methods for finding suspects and few experimental methods they may turn up gold in the right situation.

Step 1: Brainstorm – you and your team know some of the answers. What questions to customers ask, how to they talk about their problems, what were they looking for when they found you, which of your products and services are the most profitable? This is a great group exercise and often turns up a dozen or more great ideas.

Step 2: Boards and Forum – Almost every industry has a handful of active bulletin boards and forums that people turn to in search of information and conversation. It’s amazing what you can find in these hangouts. People will often tell you exactly what they are looking for and can’t find. It’s also a great place to spot trends and recurring themes.

Simply search for a “key term + forum” or “key term + board” and you’ll likely find some related to your business. These can also be great networking locations as well. You might also want to check out Boardreader.com

[Pro tip I stole from Brian Dean – Cruise on over to Wikipedia and search for some key terms – pay attention to the table of contents for the entry, and you might just find terms you’ve never considered.]

Step 3: Auto-suggest and related – Now take a few of your terms to Google and start typing them into the search box. As you begin to type you may notice that Google starts suggesting terms related to what you are typing. Often this is a strong signal from Google that those are some pretty popular terms related to what you seem to be looking for. Take note as they may help expand your list. After you complete a search, scroll to the bottom of the results page and not what Google calls related searches – again, another easy way to get some great ideas.

auto suggest

Step 4: Google Search Console – Another good keyword practice is to understand what you already rank for. There’s a good chance that you are already getting traffic for some of your key terms and knowing this will help you understand what you might do to make these even stronger. The Google Search Console is a useful tool for just this. Connecting your site to Google Search Console is a smart thing to do no matter what as it also allows Google to let you know if they find broken links or pages or any other issues that might be hindering your search results – but this is also where you’ll be able to see if your pages rank for any keywords currently.

Foundational vs. Long-tail

Okay, now you should have a list of 30-40 terms to work with.

The goal of the next phase is to create a two final lists. 1) Your 4-6 foundational phrases and 2) Your 8-12 long-tail phrases. I’ve written about this idea for a few years now – Here’s more detail on foundational content – How to Make Content the Voice of Strategy.

Foundational phrases are central to what your business does and should be seen as phrases you intend to invest significant time, effort, networking and content into earning rankings.

One of these terms must be the focus of your home page, and the others must have landing pages or entire sections of your site dedicated to them. Picking your foundational terms comes down to a mix of data points. Certainly, if you are plumbers you’ll probably want to win terms related to what you do, but you must consider a few things as you make these choices – how competitive is the term and how specific is the intent.

While you do want some proven search volume for your foundational themes, you also want to make sure that the people using these search terms are looking for what you do. There is a big difference in intent between someone that searches “plumber” and someone that searches “fix my water heater.”

The second group of phrases – the long-tail phrases – should be considered because they have great intent – like my fix my water heater above – the person searching that term is probably looking for a plumber to fix a current issue. I love to make the phrases on this list a monthly focus theme for things like blog posts or a video “how to.”

Tools I use

Of course, now that you have your well-informed list, it’s time to go to work and prove some of your theories.

For this, we will turn to a handful of tools – the first of which is the Google Keyword Planner. Now, many people writing about keyword research start here, but I think this tool is too limiting as a brainstorming tool and starting here will simply lead you to create the same list as everyone else. By coming here with an already expanded view of the world, you can refine based on data.

gkp

Google Keyword Planner

The trick is to take each of your 12-16 terms and run them through the planner’s keyword suggestion tool. Personally, I like to start by looking at the ad groups Google suggests as it can help you categorize what you are looking at. You can then drill down and see all of the terms related to that group, the estimated search volume for each term and the suggested bid (remember this is an AdWords tool created mainly to help sell more ads.)

Search volume is useful, but it’s just a guide – sometimes high volume search terms aren’t really that useful for your purpose. When you combine search volume with bid price, you’ll start to see some important correlation. High bid price often signals high conversion value – not always, but you’ll start to see the variance in bid price as an important sign as you do this research. Your goal is to identify and edit your actual phrase by using a mix of search volume and bid price.

I say a combination or balance because high bid price may signal a very competitive search term as does high volume. You are likely looking for middle ground between those two variables.

Three other tools I use to help refine my keyword research are Keywordtool.io, Yoast Suggest, and Google Trends.

keywordtool

The main reason I use Keywordtool is that it turns up actual questions people ask about specific terms and to me this is one of the best ways to find intent in a search phrase. It’s also a way to start thinking about the specific content you might produce for your long tail phrases – answering questions you know people are asking about a topic is a killer way to think about your blogging routine.

yoast suggest

Yoast Suggest is a tool from Yoast of the WordPress SEO plugin fame. This tool uses the data from Google suggest to create a seemingly unlimited set of related search terms grouped alphabetically.

Google Trends

Google Trends can help you get a sense of how a term is moving or how it compares to several other phrases. A search term that has decent search volume but also has 50% less volume than last year might not be a term you want to invest in as a foundational theme.

I love to share the Google Trends graph above as a way to demonstrate how common marketing terms have trended over the past few years.

Google Trends is also great for showing seasonality of search terms for businesses that need a peak at that kind of thing.

The content connection

Okay – now the payoff.

Great keyword research informs your editorial calendar. Or at least it should – and that’s why you never stop doing it.

After I have my list of keyword phrases, foundational and long-tail, I turn to BuzzSumo to find out what kind of content people are writing and sharing around these search terms. BuzzSumo is a search engine that ranks content by how often it’s been shared.

BuzzSumo

This is a great way to start getting even more specific about the content you might write in your upcoming blog posts. You’re not going to copy; you’re going twist, enlarge, and intersect your content based on these proven winners.

A couple of bonus data point from BuzzSumo – you not only see how many shares a post has you get to see what sites have linked to the content and who has shared it. Obviously, this isn’t much help if it’s a Mashable post, but what about a direct competitor – it just might help give you some ideas for connecting for links to your next awesome post.

And now that you have your keywords prioritized, and you are starting to identify opportunities to rank for those terms, it’s time to up your game with Rand’s How to Build a Killer Content Keyword Map for SEO.

You can learn more about keyword research and everything else you need to know about SEO in my latest book SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs, co-written with Duct Tape Marketing Consultant Phil Singleton and due in stores and online Sept 16th, 2016.


Source: Marketing

Weekend Favs August Thirteen

Weekend Favs August Thirteen written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from online source or one that I took out there on the road.

Forest.

SmartShot – Gives you the easiest way to capture your screen and share it with one-click uploads.

WriteWell – An innovative writing tool to make you write effectively and efficiently.

Instagram Stories – A new feature that lets you share multiple photos and videos, appearing together in a slideshow format: your story.


Source: Marketing

“You can’t get any closer to your customers!” Proximity Marketing system within hours

“You can’t get any closer to your customers!” Proximity Marketing system within hours written by Guest Post read more at Duct Tape Marketing

Proximity Marketing system within hours- Duct Tape MarketingMarketing is not about you selling your product but about you satisfying the needs of your customer.

This can be done in various ways but with proximity marketing, you have the advantage of providing your customer with what he wants in the right context.

A recent survey shows that 7 out of 10 smartphone owners use their smartphone before and during shopping for better purchase decisions. Business owners and marketers have taken notice of that but only very few provide shoppers with recommendations and offers during the whole shopping experience.

By the end of this post, you will know how to create your own proximity marketing solution to make your marketing campaigns even more effective.

What you need to focus on first

Location-based campaigns are all about adding real value to visitors and customers. You don’t want to flood smartphone owners with messages but to send them highly personalized notifications. For this, you need the following four essentials.

  1. Customer smartphone with Bluetooth enabled
  2. Beacon that sends signals to the mobile device
  3. Mobile app
  4. Beacon & content management system

With the broad distribution of smartphones, the first essential is usually in every pocket. However, not all buyers have turned on Bluetooth so make sure to encourage them to do so through appropriate and visual information. Don’t worry – LE stands for low energy, Bluetooth nowadays consumes much less energy than it used to.

There are two kinds of beacons, the small Bluetooth LE emitters: iBeacons according to Apple’s specification and Eddystones from Google. The iBeacon broadcasts three IDs (UUID, major and minor ID) in certain intervals and at a defined power. However, it does this in a rather clever way: a smartphone can not only receive the signal but also measure its strength. Hence, it can calculate the distance to the iBeacon. Eddystones broadcast a URL that certain mobile browsers like Google Chrome or Opera can open – at least theoretically since the technology is far from being ready for primetime.

The last key component is a mobile app. iBeacons can only work along with an app. It can send notifications to the consumer while getting into the reach of an iBeacon. A recent example for a gamification use-case of BLE beacons is Heineken.

Note: Todays customers don’t just install any app. You need to make your apps value clear in order to get it installed. Too many notifications or the inability to turn them off will result in higher uninstallation numbers.

Now that we got the basics set up, it is time to think about how to implement your own proximity marketing strategies.

Inform your app users

No one likes spam emails, right (except for this guy maybe)? The same is true for sending notifications to smartphone owners. Those notifications shouldn’t be pushed to their limits but you should focus on the circumstances and the current needs of the customer. The rule of thumb is one notification per customer (e.g. entering a supermarket). Keep the messages simple, entertaining, helpful and be a companion – not a seller.

Put together content and action

Proximity marketing depends heavily on the content you provide. The channel requires you to deliver content that is specific to time and location. Determining what your customers are looking for and how they feel during their shopping process requires a profound understanding of your brand, products or your service. Only if you precisely know who you enable to serve your customers perfectly.

Choose the right software

Running location-based campaigns consists of creating unique and engaging content, installing the hardware (e.g. rolling out the beacons) and analyzing the ROI. All those tasks demand different skills but with the right software, you can make your life easier by combining the distinct tasks into one hub.

Proximity Marketing system within hours- Duct Tape Marketing

Location-based campaigns can add value to already existing campaigns but also create customers completely new marketing approaches.

  • Product recommendations
  • In-store retargeting
  • Multi-channel analytics
  • Interactive digital signage

iBeacon technology lets you connect directly with you customer. You can recommend products that fit your customers’ needs or show them ads about the product that they have recently looked at. With access to lifetime analytics you get insights on consumer behavior and can combine mobile statistics with other metrics to improve your sales strategy. Signs are no longer static displays but come to live and deliver dynamic and interactive experiences on the sign and on the customer’s smartphone.

Proximity Marketing system within hours- Duct Tape Marketing

Conclusion

Before reading this post you might have asked yourself: What is proximity marketing? Now you should be able to identify how you can benefit from this technology and include it in your marketing plans.

Keep the aspects you have learned in this post in mind and reach your goals faster, whether it is driving sales, loyalty or brand awareness and bring your mobile marketing campaigns to the next level.

Good luck!

Christoph SchachnerChristoph Schachner is a growth hacker at the Austrian startup xamoom.com, a provider of a location cms for proximity marketing. Christoph loves anything related to marketing, EDM, and memes.


Source: Marketing

The Cost of Customer Acquisition: How Much Can You Spend to Earn New Business?

The Cost of Customer Acquisition: How Much Can You Spend to Earn New Business? written by Guest Post read more at Duct Tape Marketing

The Cost of Customer Acquisition: How Much Can You Spend to Earn New Business? - Duct Tape Marketing

photo credit Shutterstock

Marketing has become a very data-driven discipline. Marketers spend a lot of time and energy looking at the metrics that illuminate the costs of finding new customers and keeping current customers. In other words, in addition to being a master at the fine art of persuasion, today’s marketer must also be part data scientist.

I recently spoke with Jeff Allen, a Senior Director at Adobe Analytics, about the role data plays within marketing. He compared what we as marketers do with data to the way Billy Beane approached managing the Oakland Athletics in Michael Lewis’ book, Moneyball: The Art of Winning an Unfair Game.

Like many of my peers, I grew up playing baseball. In baseball, you count everything—hits, runs, times at bat, on-base percentage… and wins. Especially wins. Beane’s data-driven approach was created to look at all those statistics and identify the data points that made the most difference in how many times the A’s won—so his team could better compete with bigger rivals with bigger budgets. Beane knew he needed runners on base to get points on the scoreboard and ultimately win. That was a very important metric for him.

“What’s the ‘one metric to rule them all’ in your organization?” asks Allen. “What’s your end goal metric? Is it revenue or is it bookings? In sports, it’s winning. Beane knew if he could improve his team’s on-base percentage and hitting, he could win more games. If you win, you’ll have all the success that’s possible.”

An Important Marketing Metric That’s Often Overlooked

In marketing, like baseball, there are lots of things to measure. Some data points have more value than others. It may or may not be the “one metric to rule them all” in your business, but I think the cost of acquiring a new customer is one of those data points that is critical to understand in any business.

It’s not often that I pull a dusty old marketing book off my bookshelf to talk about a more current marketing topic, but almost 20 years ago I stumbled upon Jay Abraham’s book, Getting Everything You Can Out of All You’ve Got, and I think what he shared in 2000 is still relevant today. When this book was published, Abraham was considered by Forbes to be one of the top five executive coaches in the country. He’s primarily known for successful direct marketing strategies he developed in the 1970s, but I think his insight into this topic is still incredibly valuable.

According to Abraham, “The most profitable thing you’ll ever do for your business or career is to understand…the marginal net worth of a client.”

In other words, the single most profitable thing you can do for your business is to understand the value of an average customer over the course of their relationship with you. So what is the lifetime value of your average customer? Do you know?

“It’s the total profit of an average client over the lifetime of his or her patronage—including all residual sales—less all advertising, marketing and incremental product or service-fulfillment expenses,” says Abraham.

Once you understand the lifetime value of a customer, you can determine how much you’re willing to pay in new customer acquisition costs. For example, if the lifetime value of your average customer is $1,000, anything you spend under that in new customer acquisition costs will be profit—or the marginal net worth of your average customer.

Abraham also provides advice on how to calculate your clients’ marginal net worth. Here’s what he suggests:

  1. Compute your average sale and your profit per sale
  2. Compute how much additional profit a client is worth to you by determining how many times he or she comes back
  3. Compute precisely what a client costs by dividing the marketing budget by the number of clients it produces
  4. Compute the cost of a prospect the same way
  5. Compute how many sales you get for so many prospects (the percentage of prospects who become clients)
  6. Compute the marginal net worth of a client by subtracting the cost to produce (or convert) the client from the profit you expect to earn from the client over the lifetime of his or her patronage

This calculation will work just as well for those who only do business with a new client once. Nevertheless, regardless of how long the average lifetime of your customers is, this metric helps you determine how much you can justify spending for a new customer and how much you can justify spending to keep your current customers. Every additional sale over the average is additional profit for your business and increases the marginal net worth of that customer.

Metrics-Based Marketing Increases Marketing ROI

“Many companies increase their clients and profits merely by shifting their focus from trying to make a huge profit on the acquisition of a new client to making their real profit on all the repeat purchases that result from those new clients,” says Abraham.

If the average lifetime of one of your customers extends to several sales over several years, this approach might even make sense for you. It’s human nature to improve what you measure. Being aware of the lifetime value of a customer will not only help you determine appropriate acquisition costs, it will also help you take efforts to keep your customers longer. You may even be able to justify an investment in keeping them satisfied and coming back for more—basically increasing their marginal net worth.

Ty KiiselTy Kiisel is a contributing author focusing on small business financing at OnDeck, a technology company solving small business’s biggest challenge: access to capital. With over 25 years of experience in the trenches of small business, Ty shares personal experiences and valuable tips to help small business owners become more financially responsible. OnDeck can also be found on Facebook and Twitter.


Source: Marketing

The Virtues of Team Leadership

The Virtues of Team Leadership written by John Jantsch read more at Duct Tape Marketing

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Marketing Podcast with Howard Behar

Leadership is perhaps one of the most unnatural traits of a natural entrepreneur. In fact, I think that people problems sink more organizations that product problems.

Innovators are doers and rarely take the time to develop, nurture and teach their people, but those who do see the benefits in culture, teamwork, and productivity.

My guest for this week’s episode of the Duct Tape Marketing Podcast is Howard Behar, former President of Starbucks Coffee Company North America and Starbucks Coffee International. He is a renowned business leader, author, speaker, and mentor. Howard and I discuss team leadership and the power of putting people and values first.

Howard knows all about effective leadership. He led Starbuck’s domestic business as President of North America, and he became the founding President of Starbucks International opening the very first store outside of North America in Japan.

Questions I ask Howard Behar:

  • What was it like working for Starbucks while they were still considered a “small business” versus the now enormous enterprise that they are today?
  • What’s the balance of chasing new ideas and innovation and staying focused on priorities?
  • What is the origin of “The Cup” and how do we find our Cup?

What you’ll learn if you give a listen:

  • Which essential virtues are needed to effectively lead a team and be respected as a leader
  • How a leader can build a culture around trust and open communication
  • What team members expect from their leader

Learn more about Howard Behar and his latest book, The Magic Cup, here.

This week’s Duct Tape Marketing Podcast is brought to you by Alignable!
Alignable is the network exclusively for business owners to network with each other, generate referrals and co-promotions together. Connect with fellow business owners nearby in your community today! 


Source: Marketing