Do It! Marketing Blog: Marketing for Smart People™

Guest post by Janet Aronica

Creating consistent and helpful blog content is a great way to build community and trust around your brand for your prospects.

It's how you draw the right potential customers to your website.

But cranking out daily content is challenging.

How can you keep the blog post ideas flowing? How can you keep the content fresh and prevent yourself from re-hashing the same old thing?

Here’s a brainstorm of some ideas to get you started, or just keep you going...

Multi-media and Visuals

1. Do a screencast with Screenr of your product and share it on your blog.

2. Show a step-by-step guide on how to do something in a screencast, how-to video, or show the steps in a series of photos.

3. Create a music video for your company and post it on the blog.

4. Share a cartoon or create an original one.

How-to’s and Tips

5. Write a how-to article. Give instructions with screenshots or photos on the steps someone needs to take to do something.

6. Point out common mistakes in your industry and offer solutions on how to fix or avoid them.

7. Offer a list of benefits for doing something.

8. Share a list of some things to avoid.

9. Relate your how-to content to a current event or a celebrity. Example: “Five _____ Lessons from Lady Gaga” or “What the Election Teaches Us About ____”

Use Existing Content

10. Take the contrarian position – Find someone else’s article that you agree or disagree with. Introduce your blog post with what you specifically agree or disagree with it, and support your argument with a few concise points.

11. Do a weekly or daily links-roundup of relevant news for your community.

12. Find tips in other content, create a list of those tips and give links to those articles as the sources.

13. Share an excerpt from an ebook or white paper with a call to action to download it for the rest of the information.

14. Share an excerpt from an upcoming webinar with a call to action to get the rest of the content in the webinar.

15. Share your slides from a recent presentation.

16. Share conference takeaways.

17. Do a round-up of last year’s/last month’s/last week’s most popular posts.

18. Re-interpret existing content: Collect the top motivational YouTube videos for your audience, top ebooks, top webinars or infographics.

Incorporate Other Platforms

19. Create a Slideshare presentation of new statistics related to your space and share that in a blog post. Tag the Slideshare presentation with relevant keywords for your company to leverage SEO benefits of the platform.

20. Ask a question on Twitter and share the results with a Storify embed.

21. Collect Tweets from a webinar or conference hashtag, show them off with Paper.li (as recommended by FitSmallBusiness.com) and offer your own takeaways in the blog post.

Research

22. Respond to industry research with your own perspective. Offer a fresh angle to spark conversation.

23. Do a survey with Survey Monkey among your community members and create an infographic based on the results.

24. Do a poll of your Twitter community with a Twtpoll or your Facebook community with a Facebook Question and post the results on your blog.

25. Do an in-depth case study about one company, or offer a few examples of how other companies do something successfully.

Thought Leadership

26. Record an interview with an expert in your field and post it to your blog.

27. Get experts to offer a tip and do a round-up of their recommendations.

28. Feature guest posts from industry experts.

29. Publish responses to frequently asked questions about your industry.

30. Create a list of trends to watch.

31. Compare and contrast: Different products, different approaches, different companies, different people, different places, etc.

32. Do a review of other non-competitive products or services that your community cares about.

33. Be a journalist: Be the first in your space to offer industry takeaways about breaking news.

34. Explain what a current event or topic in the news means for your industry or community. Example: “What ____ Means for ____.” “Why _____ Matters for _____.”

35. De-bunk common myths.

Make it About Your Community

36. Interview your favorite customer.

36. Post a Flickr slideshow of pictures from a recent event.

37. Run a contest and give away something relevant to your community.

38. Ask for guest posts from community members.

39. If you have company news to share, talk about it in a way that makes it about the reader. Example: If someone gets promoted, talk about how why were successful. Inspire your audience.

40. Publish a post relevant to the current season or holiday.

41. Outline the top practical use cases for your product, service etc.

Originally posted by our partners at Hubspot on the HubSpot Inbound Marketing Blog.

What do you think? How do YOU generate ideas for your blog? Use the COMMENTS area below to share your advice, questions or opinions...

How to Generate 10X Traffic from LinkedIn in 10 Seconds - Wow, that sure sounds like a lot of over-the-top, frothing at the mouth internet marketing hype, doesn't it?

Well - in this particular case, the technique you're about to pick up does EXACTLY that.

Here's a quick video to show you exactly how powerful this 10-second tweak on your LinkedIn profile can be...

(Hit the "full screen" icon in the lower right for a bigger, sharper video)

Tags: Marketing speaker, marketing coach, LinkedIn, social media marketing

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What do YOU think? Please use the COMMENTS area below to share your tips about making the most of your LinkedIn profile...

As a marketing speaker and marketing coach, it makes me mad - like really REALLY mad - when business owners, entrepreneurs and executives responsible for sales and marketing results start to whine about how hard it is to generate leads, cashflow, customers, clients and revenue.

Guess who is NEVER to blame for failing in these scenarios?

Yup - you guessed it: THEM.

I recently read an article in the New York Times about a management consultant whose business - and I quote - "was drying up." In another part of the same article, the writer said that this consultant was "running out of work as a management trainer."

Really? There's no more work to be done? Corporate America is all fixed now? Hmmm... someone should send a press release. That's pretty big news.

"Work drying up" and "running out of work" are both terrific euphemisms for... YOU suck at marketing.

And/or you are unwilling to make changes, get help, partner, delegate, outsource, or innovate.

And ALL of these shortcomings are 100% your own damn fault.

So without further ado, here are the Top 10 Nifty Excuses for Marketing Failure. If you promise to ERASE these from your vocabulary starting immediately, you will be on a much better track to MAKE your numbers, IMPROVE your cashflow, and firmly PLACE responsibility for your failure OR success exactly where it belongs - 100% on YOU. 

1. Business is drying up.

2. We're running out of work.

3. The industry has changed.

4. All my old clients have retired or moved on.

5. Our prospects and customers no longer have a budget for what we do.

6. Competition is tougher than ever these days.

7. The economy has had a major impact on our revenues.

8. We're selling sugar - it's a total commodity and our customers know it. 

9. All prospects care about is price.

10. It's impossible to get through to anyone anymore - everyone hides behind voicemail and email and we can't even get a first conversation.

Do you know what all 10 of these are?

1. Excuses

2. That rare Japanese mushroom that Guy Kawasaki calls "Bull-Shitake"

Here's what they really mean - if you're interested in decoding them:

1. Business is drying up = Because you suck at marketing and can no longer rely on business that just falls in your lap.

2. We're running out of work = Because you haven't landed a piece of new business in over three years and because of that, your pipeline is as empty as a bead bucket on Mardi Gras.

3. The industry has changed = Because you haven't and it's so unfair that your outdated products, services, and programs are no longer relevant or valuable to today's buyers.

4. All my old clients have retired or moved on = See #2 above.

5. Our prospects and customers no longer have a budget for what we do = See #3 above.

6. Competition is tougher than ever these days = Because your competition has shifted, improved, streamlined, repositioned, repackaged, and innovated their way into your customers' hearts (and wallets) -- while you've been sitting on the sidelines watching the show with popcorn and a megaphone to amplify your whining.

7. The economy has had a major impact on our revenues = Because your successful competitors are saying the same thing -- only in a POSITIVE way -- as they've reinvented their value proposition to be MORE relevant, MORE valuable, and MORE necessary under the current economic climate than ever before. Hmmm... there's a good idea!

8. We're selling sugar - it's a total commodity and our customers know it = Because everything you DO and everything you SAY reinforces that impression. If YOU can't articulate the specific, tangible value of what you do vs. your competition, don't blame your customers. This goes way beyond what you SAY and how you say it - it impacts the very nature of your business, including what you DO and how you do it. 

9. All prospects care about is price = Because you've failed to articulate and distinguish your product or service to the point where they know any better. Experts win on value. Generalists die on price. If you look the same, sound the same, and act the same as the competition, then you have only yourself to blame for the endless stream of tire-kickers, price shoppers and broke-ass losers who are wasting your valuable selling time. 

10. It's impossible to get through to anyone anymore - everyone hides behind voicemail and email and we can't even get a first conversation = Because you're using old school interruption-style marketing and stupid sales tricks like cold calling and email spam. You need to integrate FOUR WORDS (embedded in the following two rules) into every marketing and sales strategy you deploy: 1. OFFER VALUE. 2. INVITE ENGAGEMENT. Do that -- and you'll get through.

Final word of advice - all of the excuses above can be summarized in one of two ways (both very fixable) - Your business is in trouble because of:

a. Failure to market and sell in new ways that are high-value, immediately relevant and sharply prospect-focused.

b. Failure to adapt, evolve and innovate your own mix of products, services, programs, and solutions.

Zen saying: A bend in the road is never a dead end. Unless you fail to turn.

What do you think? Have I pissed you off? Made you think? Made you money? Please use the COMMENTS area below to share your thoughts...

Elevator pitches remain as critical as they have ever been - perhaps even more so given the increasingly short attention span we all seem to have. Here then is some good advice on how to create your own elevator pitch from Toby Marshall at Lead Creation.

1. A great ‘Elevator’ provides just enough information to hook the listener in and spark a conversation. It is just the beginning, not the close; think lead generation not sales.

2. It should be short—10 to 20 seconds. Our attention spans have become shorter due to fast-paced city living and Social Media.

3. Practice it by speaking out loud and standing up—never just write it and read it to yourself. Say it again and again in front of a mirror; then with colleagues or friends. Say it 20 times and you’ll then know it enough to improvise and vary it so it comes alive and doesn’t sound stale.

4. An ‘Elevator’ is not just for sales people or business owners. It’s also for people who have jobs and want better ones—that’s most of the population!

5. A great rule of thumb is to only use your ‘Elevator’ when asked the question. If you walk up to someone and start talking about yourself it’s usually a big turn off; most people would say something like “so tell me about you.”

6. Sell yourself, not your product or business. The other person needs to be interested in you before they will buy anything from you. The old adage that ‘People buy from people they like’ still rings true for B2B marketing

7. Elevators are never about closing a sale, despite the name ‘pitching’. In this Social Networking age, blatantly selling is less and less acceptable. Even at Chamber of Commerce meetings—a pure business setting—I run a mile from people who are all about themselves. Life’s too short!

8. It’s NOT your cold calling script (if you are still foolish enough to be doing cold and not ‘very warm’ calling!)

9. Use pauses to emphasize; it is not a race to get the words out. Vary your tone as speaking in a monotone bores people—it’s very common though, possibly because they themselves know the words are boring!

10. If you are in a business setting, think about how you can help the prospect achieve their goals. That may be the breakthrough you are looking for with your lead generation—thinking about the implications for them?

Note that there is nothing in the above about providing a case study. In my experience they will ask me if they are interested, once they have heard my ‘Elevator’. Also, including studies that are meaningful makes it too long, and you are likely to see their eyes start to glaze over! Just have a couple ready to go in case they ask, though.

The above rules will help you see much better results with your lead generation in all types of social and business settings; learning to change the pitch depending on who you are speaking to, and where you are speaking to them, is a huge advantage to you and your business.

Tags: Marketing Coach, 10 Golden Rules for Your Elevator Pitch, Marketing Speaker, Marketing for Speakers, Marketing for Experts

What do you think? Use the COMMENTS area below to share your advice, insights and recommendations on the elevator pitch, otherwise known as your "verbal business card," "audio logo," "10-second introduction," etc.

As a marketing speaker and marketing coach, I get a ton of questions about LinkedIn.

Although I'm no social media expert like my pal Corey Perlman, I have learned a thing or two about the REAL value of using the Skills feature on LinkedIn.

In case you missed it, here's my earlier post with a video that walks you through the REAL value of LinkedIn Skills and how YOU can maximize the connection value of endorsing the Skills of folks in YOUR network.

Below is part 2 of the series: Skills Shaping on LinkedIn showing you how you can decide EXACTLY which Skills are featured are on your profile, and how much you'd like to emphasize each.

After watching this video, you'll discover that YOU are 100% in control when it comes to your LinkedIn Skills: which ones you'd like to feature - and which ones you'd like to turn down or turn off - and why.

That's called "Skills Shaping" and you'll find it VERY handy...   

(Hit the "full screen" icon in the lower right for a bigger, sharper video)

Are we connected yet on LinkedIn? If not, I'm happy to put my professional network at your disposal here.

(And if we ARE connected and if you're comfortable doing so, would you be wonderful enough to give some love to the Skills you see on my profile? Thank you in advance for your help.)

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What do you think? Please use the COMMENTS area below to share your experience and opinions about the Skills feature of LinkedIn...

What do you think? Comments? Questions? Ideas? 

As a marketing speaker and marketing coach, I get a ton of questions about LinkedIn.

Although I'm no LinkedIn expert like my pal Viveka Von Rosen, I have learned a thing or two about the REAL value of using the Skills feature on LinkedIn.

Here's a short video to walk you through how YOU can maximize the connection value of endorsing the Skills of folks in YOUR network: 

(Hit the "full screen" icon in the lower right for a bigger, sharper video)

As you've heard me say about many other social media marketing tools and tactics - the power of using LinkedIn Skills is really not about YOU. No good marketing, sales or business development tactic ever is. 

It's about THEM. 

What do you think? Please use the COMMENTS area below to share your experience and opinions about the Skills feature of LinkedIn...

Here's another in my series of marketing and business book reviews - but not just any old business books.

Fire starters...

Game changers...

Show stoppers...

Books that will transform the way you think about your work, about your business, and - yes - about your life.

Ready? Take a look...

What do you think? Please leave a COMMENT below to share your experiences with this book, with this author, or with other game changing books that YOU recommend...

Guest column by Ryan Pinkham, Engagement Marketing

Engagement marketing is a lot about relationships.

Your current customers are the lifeblood of your business. These are people who know you, the products and services you provide, and who return week after week and month after month to see you again.

Your current customers are also your best source of new business—especially those who you’ve built a relationship with in the past.

That’s because when you build a relationship with your target audience, they’ll not only be more likely to do business with you again, but will also feel more comfortable referring you to a friend, family member, or colleague.

Email marketing is a powerful tool in your toolbox for building those relationships online.

[Ed: The email marketing software we use at Do It! Marketing is Constant Contact. Click here for a 60-day free trial.] 

By connecting with customers in their inbox each month, you’ll stay top of mind with your target audience. And by delivering content they enjoy, can use, and want to engage with, you’ll build trust with the people who already know you best.

Here are 10 tips for building long lasting email marketing relationships:

1. Get to know each other before things get serious

You should never start any relationship until you really get to know each other. You may think that you know your customers, you might even see them every day, but until they are comfortable enough to share their email address with you, don’t assume anything.

That doesn’t mean you shouldn’t ask. Having a sign-up sheet at your business or a Join My Mailing List feature on your website or Facebook Page is a great way to start things off.

2. Make sure you have something in common

Without common interests, your relationship is never going to work. If someone has signed up for your email newsletter, that means you have at least something in common, but you have to make sure the content of your emails remains relevant to keep the relationship going long term.

Keep an eye on whose reading and who’s opting out. It’s a good way to see who’s engaging with your content and who is not. Just keep in mind, sometimes it’s just not meant to be and it might not always be your fault.

3. Don’t take them for granted

Your customers should be the most important thing to you … or at least to your business. They aren’t just names on a list; they are people who want to be appreciated. Once your subscribers start to feel like they aren’t being valued, they’ll be packing their bags.

Show that you appreciate them by getting exclusive with content, whether that’s an informative article or a coupon. Also keep an eye on how often you’re sending emails. Be careful not to smother your list by overloading their inbox—remember, sometimes less really is more.

4. Be yourself

Think of every newsletter as a first date. It’s your chance to make a first impression and to show your list what you’re all about. You already know they’re interested, they said “yes” to joining your list, didn’t they? Be confident. Don’t be afraid to have fun with it.

5. Make sure your signals are getting through

Your relationship’s not going to go anywhere if your signals are getting lost in translation. When you get someone’s number for the first time, you better make sure you get all the digits, right?

It’s the same thing with your emails, make sure your recipients have an easy way of giving you accurate contact information so your messages get to where they are meant to go.

6. Earn their trust

Trust. It’s the most important part of any relationship. The best way to prove your customers can trust you is by showing them you can keep a secret. That means never EVER sharing your customer’s contact information with someone else. They trust you to protect their email addresses and once you break that trust, it’s tough to get it back.

7. Set realistic expectations

A great way to set expectations for your customers is by sending a welcome email. It helps make a good first impression and gives you a chance to show your intentions. Just don’t make promises you can’t keep. If your newsletter is going to be a monthly newsletter, it needs to be a monthly newsletter.

8. Dress the part

This should be an easy one. All you need to do is find the best “clothing” store for email newsletters.

Constant Contact has plenty of outfits to fit any business or organization and they’re easy to customize to fit the look and feel of your brand. Not only that, it's easy for you to use the same template for each of your newsletters. That way you don’t have to worry about showing up wearing two different colored socks. 

9. Be responsive

Just because you’re the one sending out your newsletter, that doesn’t mean you’re the only one who has something to say. Like in any relationship, you need to be good at listening.

Send out a question in your next email or use a survey to get customer feedback. This is a good way to show you care - and to get valuable feedback on what your buyers want!

10. Pay attention to the details

I don’t mean that you need to clean your fingernails and brush your hair (although you probably should anyway). I mean you need to be aware of how things are going AND pay attention to how your relationship is progressing.

Keep an eye on your email reports. Watch your open rates, click-through rates, and opt-outs. They’re a good way to see if things are really going as well as you think they are.

Build relationships online and off with a WOW! experience

Remember: the best way to build relationships is by providing a WOW! experience online and off.

Make sure your email marketing reflects the type of service you provide and you’ll build long lasting relationships to help grow your business.

What rules do you follow with your email marketing relationships? Use the COMMENTS area below to share your advice and insights...