How to get your marketing noticed by the right people

August 20th, 2014 by Jim Connolly

If you want to enjoy better response rates from your marketing messages, you need to know 2 things. Read the rest of this entry »

Niche: The next evolution of influencer outreach?

July 30th, 2014 by Arik Hanson

$10,000 per Vine.

That was the stat that caught my eye a few weeks ago, when I started hearing more about Niche.

What’s Niche, you ask? Read the rest of this entry »

Select your prospects then ignore the rest

July 9th, 2014 by Jim Connolly

A business owner has a couple of options, when deciding how to market her business. Read the rest of this entry »

Are your competitors controlling your potential?

June 18th, 2014 by Jim Connolly

Most small business owners compare their business, to their competitor’s businesses. This is why the fees, promises and range of services offered by competing businesses in any industry, are strikingly similar.

Here’s the challenge with that approach: It places a very low ceiling on your potential. Read the rest of this entry »

Creating and Curating an Experience Your Audience Will Remember

May 28th, 2014 by Danny Brown

We like to be entertained. We enjoy storytellers that can transplant us into fantastical realms and take our imaginations on rides that we’d never usually imagine.

We like touchpoints. We feel more in tune with those that directly reach out to us and hold our hands; guide us; share their experience and involvement with something, and make us feel that we’re the only people that they’re talking to at that given time.

Simply put, we enjoy being part of the experience. Read the rest of this entry »

How to Save Time on Competitor Social Media Reports

April 30th, 2014 by Jay Baer

As social media matures, the problems we solve for our clients at Convince & Convert have changed. Today, we most often help companies take their content marketing and social media to the next level by uncovering ways to optimize strategy, operations, channels, tactics and metrics.

A foundation of our work is benchmarking our clients’ social media efforts against their competitors. This competitive data doesn’t tell the whole story. Competitors may have different resource levels allocated to social, and sometimes have a wholly different approach. But, rich competitive data gives our clients a valuable snapshot of how they are faring at both the macro and micro levels.

Our go-to tool for this type of data is RivalIQ, a relatively new entrant in the social analytics scene that I like so much, I invested in the company. Read the rest of this entry »

Creating great content for content marketing: don’t overthink it

April 9th, 2014 by Andrew Schulkind

Frequently, we hear our clients worry about how to keep a steady stream of content flowing. Many of them don’t realize that they’re making more of the problem than they have to.

You certainly have to devote some of your (probably too-scarce) marketing resources to content creation. You have to develop a strategy regarding the kind of content you’ll create and how you’ll distribute and promote it, but you don’t have to re-invent the wheel when it comes to actually generating the content.

A colleague recently shared something a college professor had told him years before on the subject of journalism. In a nutshell, she said, “You don’t break news. You add value to the story that’s already out there.”

This is a valuable perspective for content marketers. Think about it this way: your average, ethical journalist doesn’t go around lighting buildings on fire in order to have something to write about. Journalists don’t invent stories. They follow them, investigate them, and occasionally uncover information that wasn’t readily available or apparent.

Forget about inventing stories – ethically or otherwise – in order to have something to write about.

One of my most successful  articles recently, in terms of engagement and social sharing, was a commentary on someone else’s original idea. I didn’t invent the original concept; I simply added perspective and, I hope, insight, in ways that were useful to my audience.

You can also forget about being an investigative reporter. Even the Wall Street Journal, New York Times and other major news outlets are struggling with the economics of that model. Instead focus on being the kind of editorialist who presents a complex topic to an audience in ways that highlight the aspects of the issue that are most relevant to the audience.

Be sure to keep that audience in mind. If you’ve ever read the New York Times and the Wall Street Journal side by side (a great exercise for kids, by the way), you know that the same story can be interpreted in different ways. Be sure that you’re adding perspective that fits to your audience’s needs.

Finally, never lose site of the fact that your audience doesn’t know what you know. Don’t talk down to your audience, of course, but recognize that they’re reading because you have expertise they don’t. With that approach, you’ll realize that you have a lot more to write about than you might think at first glance.

Comments

When Should You Market Your Business? (Video)

March 19th, 2014 by Denise OBerry

If you’re like most small business owners, you’ve asked yourself at least once — Is now the right time to market my business?
Read the rest of this entry »

How To Get All The Help Your Business Needs

March 4th, 2014 by Jim Connolly

I’d like to share an idea with you today. It’s about how to get all the help you and your business will ever need.
Read the rest of this entry »

Why “experiential marketing” offers new opportunities

February 12th, 2014 by Jay Gronlund

The world of marketing is constantly changing, especially with new definitions and approaches.  The latest is “experiential marketing”, which is basically about interacting with your customer.  In light of the pervasive suspicion of traditional advertising (e.g. TV, print and radio) these days, consumers prefer to experience a product or service in the context of how they would use it in their everyday lives.
Read the rest of this entry »