6 Ways to Get Customers to YES! | Inc. |


 

Inc.com - The Daily Resource for Entrepreneurs

Influence your customers to buy from you using these six easy methods.I’ve got some good news, some bad news, and then some even better news.

The good news is that most customers truly want to say yes! The bad news is that, although people love to buy, they hate being sold to.

Finally, here’s the even better news: There are six ways to influence a customer to buy without explicitly selling to them, according to Dr. Robert B. Cialdini, author of the bestseller Influence: The Psychology of Persuasion: Leer más “6 Ways to Get Customers to YES! | Inc. |”

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Conversion Rate: Average website conversion rates, by industry


 

In our recently released MarketingSherpa 2012 Website Optimization Benchmark Report, we asked about average conversion rates …

Q. Please write in your organization’s average conversion rate.

It’s human nature to see a number and to instantly think of it as a fact, so let me first briefly mention the limits of numbers. Just because you see the numbers above, don’t assume that all of your, for example, media and publishing competitors are getting 10% conversion rates for every offer.

These numbers are simply meant to give you a general idea of how certain industries are fairing as you work on your own conversion rate optimization efforts.

“Where ever you are, you should also try to figure out how you can improve your conversion rate 5-10% monthly,” is how Bryan Eisenberg, Managing Partner, Eisenberg Holdings, put it in “Average Conversion Rate by Industry 2012.”

 

The glass is half empty  *Full story

 

Lead Gen Form Optimization: Why a lower conversion rate can be a good thing


 

Daniel Burstein
marketingexperiments.com

Friction on your lead generation landing pages is bad, because it reduces conversions.

Except that is not always a bad thing. Hear me out for a moment …

As we teach in the MarketingExperiments Landing Page Optimization Online Course, you’re certainly not looking to eliminate friction. When it comes to lead generation, you’re not even always looking to reduce friction … what you’re looking for is the right balance that ultimately makes your company more profitable.

This might seem counterintuitive at first, especially if you work in a marketing department that has a relentless focus on only one number – the amount of lead generated.

However, high-quality leads will likely result in less dead ends for the sales force. Thus, Sales will invest more of its time on leads more apt to close, which should make everyone happier at the end of the day.

 

Use the lead gen dials to flexibly optimize your page

But you don’t have to be locked into only one approach. The great thing about the lead gen dial approach (shown in the image above) is that it can help you flexibly adapt to your company’s needs:

  • If your sales force is simply starved for leads, you can reduce friction to increase the number of leads they receive.
  • If your sales force has a long list of leads they still haven’t contacted, you can dial up friction to reduce the overall number of leads, but acquire higher-quality leads that go straight to Sales with a clear priority attached in them.

Of course, if you work in the marketing department, these changes shouldn’t happen in a vacuum. You should create a flexible universal lead definition with Sales that can adapt and scale as the company’s needs change.

 

Friction in lead generation forms

One of the most impactful places to adjust friction is in the lead gen form itself. Here are three places you can adjust friction, and then test to see which combination is most profitable for your company:

  • Make some form fields optional. If you use this technique, very motivated leads can choose to give more information, but you hypothetically wouldn’t lose any less motivated leads, since they wouldn’t have to fill out those form fields.

A word of caution, though — a long form presents a large amount of perceived friction. Let’s face it, even with optional fields, a long form just looks time-consuming in the split second a prospect decides whether to act or not.

  • Use a two-step process. You can capture basic information, and then ask for more in-depth information in a second step. You can test offering an incentive for completion of the more time-consuming second step, or just clearly communicate the benefit to the prospect (for example, that they will receive more relevant information from your company).

For leads that don’t complete the second step, you can follow up and try to gain more information at a later date (when they might be further along in the buying cycle, and, therefore, more motivated to provide that information).

  • Simply remove form fields. Take a good hard look at your form and sit down with every person or department that has an interest in that form. For example, does Job Title or Budget really help Sales? If so, it might be worth keeping.

If not, it may be like the appendix, a vestigial form field that had a good purpose in a previous era, but no one currently at the company remembers why exactly they needed that information. Leer más “Lead Gen Form Optimization: Why a lower conversion rate can be a good thing”

Saber vender –y saber venderse– | 17 golpes de efecto para tener en mente =)


(No encontré la fuente - no corresponde a mi autoría), #gabrielcatalano

Sale
Sale (Photo credit: Gerard Stolk )

Saber vender –y saber venderse– es una de las habilidades fundamentales en el mundo profesional y personal. En el mundo empresarial el que vende consigue hacer transacciones, es decir, consigue facturar y generar movimiento. El que sabe vender encuentra trabajo. Así que, hoy más que nunca, la venta es clave.

Cuando sales a vender pueden ocurrir dos cosas: que te compren (requiere poco esfuerzo) o que tengas que vender (requiere más esfuerzo). Que te compren está muy bien. Implica que has acertado al contactar con la persona adecuada o que has conseguido una propuesta diferencial. Por desgracia, en la gran mayoría de casos el que te compren “sin más” no es tan habitual. Hoy en día, hay muchos productos y servicios muy parecidos por lo que te toca esforzarte por vender.

Dado que es tan importante vender, he recopilado algunos consejos para aquellos que salen a la calle a vender cada día. Este post está dedicado a esas personas que tienen la responsabilidad de generar transacciones y conseguir que su empresa siga moviéndose. A aquellos que dependen de lo que venden, ya que gran parte de sus ingresos están ligados al éxito o fracaso de la venta. A aquellos que entienden que “la venta es la vida”.

  • 1. No hables de ti, céntrate en tu cliente: No hay nada peor que encontrarse con un vendedor cuyo discurso se basa en el “Yo, yo yo…”. Punto de partida: Tú no eres interesante. Si te centras en el cliente y en sus necesidades, denotas atención. Demostrarás que has investigado y estudiado su situación. Demostrarás que tienes capacidad de escuchar. Esto hará que despierte el interés por ti.

 

  • 2. No me expliques qué vendes sino por qué debería de comprarte: En muchas presentaciones de venta se empieza explicando con esmero el producto o servicio, y al final se habla de los beneficios que produce. Esto es un error, ya que el proceso debería ser el contrario. Primero va el problema que buscas resolver y después la solución.

 

  • 3. Ponlo muy difícil y ofrece una solución. Cuando expliques el problema, plantéalo como terriblemente difícil de resolver, así la solución que ofrezcas siempre resaltará más.

 

  • 4. Efecto cascada. A la hora de plantear a quién dirigirte para proponer tus servicios o productos, empieza por los clientes con más reputación. Si consigues la venta, los próximos caerán más rápido. Por lo contrario, si trabajas con clientes que no conoce nadie, abrirte camino hacia nuevos clientes resultará más difícil, ya que no cuentas con la confianza que produce el haber trabajado con marcas conocidas.

 

Top 5 Reasons to Understand Your Customer’s Customer


huffingtonpost.com
http://huff.to/J9xHZT

The world is slowly climbing out of the great recession as companies around the world begin to increase investment and hiring. But for B2B sales teams looking to recapture growth during these early days, it’s critical to understand who’s really paying their bills and keeping the lights on — and guess what? It’s not your customer … it’s your customer’s customer. And if your sales team doesn’t deeply understand the business problems of these folks, then you’ll lose to competitors who do.

Before I get into the reasons why this is, consider some of the big, underlying changes happening in the market today. As companies start growing and investing again they are spending money, but they have fewer people than they had before. This means less time to accomplish key objectives and an even stronger focus on developing efficient strategies and processes to drive revenue growth ahead of the competition. As a result, they are changing the way they do business, innovating in the vertical integration of their product lines and socializing their go-to-market, because if they can innovate and out-execute the competition in the way they serve their customers they can gain more market share as spending comes back.

2012-05-10-1.png

To accomplish this, large companies are now talking about “business transformation” in their sales teams, “cultural transformation” in how they interface with their customers, and building a “social business” as a new way to look at their internal collaboration process. With all these trends, the end objective is the same: How to better solve their customer’s business problem and so gain market share.

And so how do you solve your customer’s problem? Well like you, their challenge is revenue, profit and market share. So when your sales team understands their customer’s customer — and the business dynamics, competition and growth opportunities that their customer has — magic happens.

Here are the top 5 reasons:

1. You can focus on the customer’s business problem, not your products

It’s a cliché, but a true one: your customers don’t buy products, they buy solutions. But you can’t sell them a true solution unless you know what problem they are trying to solve, and understanding their customers will give you the insight you need to hold a useful conversation with your customer.

If you pitch product you become a tactical vendor; if you can discuss their customer and how they are serving their customer you become a member of your customer’s team. For example, is their customer driving price down on them — and so is your opportunity to help them take cost out of their operating expenses? Or are they focused on revenue and end user growth — and can your solution help your customer reduce their time to market?

Understanding the customer’s problem is sales 101, right? But it is surprising how many sales people still pitch product. It’s essential you provide your sales team with the intelligence and systems to stay on top of the customer’s ever changing end-business problem (see #5). Leer más “Top 5 Reasons to Understand Your Customer’s Customer”

Why Content Marketing (as a term) Is All the Rage

The Rise of Content Marketing

In 2007, when we launched what is now the Content Marketing Institute, we based the entire business model on the belief that content marketing would become the phrase for organizations acting like media companies. So, on April 26th, 2007, Why Content Marketing? was written as my first of over 600 blog posts.

Apart from some amazing good fortune and a boatload of content that we developed around the idea and practice of content marketing, I believe it became the industry term because:

It’s simple (think Apple): “You mean marketing through the creation of content?” Most marketers could figure out the term with just a few seconds of thought.
No baggage: Custom publishing, custom media and even brand journalism created sometimes negative or completely wrong notions of what the industry was. Content marketing was a fresh new phrase that had no negative past to it.
It contained “marketing”: People with marketing titles pay more attention to anything with the word “marketing” in it.


By JOE PULIZZI | http://blog.junta42.com/

Content Marketing - In the BeginningNOTE: There have been a few articles recently (one on content marketing hype and one on the term ”content marketing” in particular) that motivated me to write this post.

In the Beginning, It Wasn’t Content Marketing

Back in 2001, I started selling content marketingservices as part of Penton Media’s custom media division. For the most part, we sold custom magazines and printed newsletters to large B2B organizations. We were just beginning to sell things like online white papers and webinars.

At that time, there was no such thing as the term/phrase content marketing. Custom publishing had always been the term for what is now the content marketing industry. In the late 90s, custom media started to replace custom publishing as the industry term in response to the digital content phenomenon.

We at Penton Custom Media, as a group, believed in the idea that marketing should be an asset and that delivering original, relevant information to customers was critical. Yes, there was a place for advertising, but we sold on the idea that when the advertising worked, buyers wanted more information.  Without that critical information that would help buyers make decisions, the buyer may end up going elsewhere or relying on someone else for their informational needs.  We also believed that customer retention was the most under-served part of the marketing goal set, and that consistent content to customers (ala a media company) was the answer to turn customers into evangelists for the brand.

That said, this was a new concept to most of our customers, even though the idea of brands telling stories have been around for centuries.

Selling Content

Content marketing was never an easy sell. 10 years ago, senior marketers were still enthralled with the banner, the button and the direct email. Content creation was literally the last thing on their mind.

But we persevered. When we used the phrase “custom publishing” marketers thought print or books.

Custom  media, custom content? Can you be more specific?

Brand journalism…hey, we’re not publishers. Corporate content/media…is that for the employee magazine?

Customer media…that’s so European.

Brand storytelling…is this fiction?

It was truly a sales challenge because our industry went by dozens of names and it took so long to explain what the heck we were actually selling.

Content Marketing – Maybe >>> Leer más “Why Content Marketing (as a term) Is All the Rage”

Why You Should Embrace ‘Icky’ Sales and Marketing

If you’re in business, you’re in it to sell.

This is absolutely the first tenet. The whole purpose of being in business is to sell services or products to people who need them, allowing you to make profits in the process.

You’re in business to make money. To earn a decent living. To bring home a salary or an income that feeds your family. You’re not in this for back-pats or accolades or warm fuzzies. Praise is nice, but it doesn’t pay the bills.

Without sales, your business hits a dead end.

“But Jaaaaammes, selling is just so… so sleazy… so icky!”

Please. No it’s not. There is absolutely nothing distasteful about telling potential customers that you have something good they might be interested in. There’s nothing disgusting about promoting your products or services if you believe that what you sell is worth money.

Here’s the real truth of the matter:

If you feel uncomfortable selling, you lack faith in what you sell.

I learned this lesson long ago, and now it’s time for you to learn it too: If you don’t 150% believe that what you have to offer is worth someone’s money, then you’re going to feel unsure, uncertain and under-confident.

You’ll have trouble selling. You’ll have trouble telling people to buy – even if they really want what you have. You’ll feel awkward saying, “This is a good thing. You should get it.” You’ll feel uncomfortable asking for money because deep down, you don’t think that what you have is worth it.

Think about that a minute: If you felt 150% confident that you had an amazing offer that people should snap up right now because the deal was that good… don’t you think you’d step up to the plate?

“This is the best damned popcorn you’ll ever taste – and I swear after one buttery-sweet mouthful of this luscious stuff, you’ll never want that other crappy, over-salted dry cardboard again. Go on, try it! Have some and see for yourself!”

That’s convincing. That’s persuasive. That confident attitude makes people believe that yeah, this popcorn does seem to be better. And sure, they’ll have a try.


http://menwithpens.ca/ | Written by 

money in the hands

Icky. It’s a word that makes me shudder.

I shudder because this juvenile term is being used by fully grown adults. Business owners. People who should by now know a little more professionalism and who should speak words a touch above my 7-year-old’s current lexicon.

Really, people. Icky?

But using a childish term when you’re 40 or so isn’t what most turns me off. What really makes me roll my eyes is that some people equate ‘icky’ to a crucial aspect of business success. An aspect so integral to business survival that doing anything less than embracing it leads to fast, hard disaster:

Failure.

You see, if you’re in business, there’s really no room for ‘icky’ at all. In fact, if you start feeling ‘icky’ about an integral area of your business, you might as well just close up shop right now. Rip down your website. Turn away your customers. Because there’s just no hope.

What am I talking about? Sales and marketing, of course.

And there’s nothing ‘icky’ about it. Leer más “Why You Should Embrace ‘Icky’ Sales and Marketing”

How to Keep Your Web Marketing Campaigns from Crashing and Burning

One of the things I wanted to know was how many people who bought the Pro Traffic System actually watched to the video and who didn’t watch it.

It’s possible that other means besides the video drove them to buy the Pro Traffic System. However, if I just looked at the straight sales numbers, I couldn’t assume it worked. I needed a way to isolate the sales.

The way to do that is to look inside your web analytics account…look at how each feature of your web marketing campaign performed or was influenced by other features.

This is called “contextual influence.”


http://blog.kissmetrics.com

You may never experience an epic failure like Coke did with its “New Coke” marketing campaign back in 1985, but if you are a business owner, freelancer or marketing manager you will eventually fail.

That’s not such a bad thing. It’s really what you do after that failure that counts.

At the very least, failing at a web marketing campaign means you’re trying. The secret is to figure out how not to make those mistakes in the first place.

The best way I’ve discovered to improve each of my web marketing campaigns is to focus on three measurements:

  1. Contextual influence of sales
  2. Market share
  3. Advertising awareness of the brand

Let’s explore each. Leer más “How to Keep Your Web Marketing Campaigns from Crashing and Burning”

Effective Sales Presentations for Closers

The Closer is a television show about a police detective who has an uncanny ability to close cases. The secret to her success is how she leads suspects into confessing in the interrogation room.

You can have the same success. Not at closing police cases but at closing deals. Instead of interrogating murder suspects, you’re going to give killer sales presentations. Luckily you don’t need a gun, just some basic sales presentation techniques.
Preparation

Are you ready for this? The prospects you are meeting want to do business with someone they can count on. You need to be comfortable and confident during your sales presentation. You won’t close the deal if you’re not ready.

* Have all of your materials are ready. You should have ample copies of brochures, one-sheets or other handouts.
* If you’re going to use a PowerPoint or Keynote presentation from your computer, make sure you know how to start it up without fumbling.
* Bring your own projector. This guarantees you have all the equipment you need to show your presentation. Make sure you’re familiar with how it all works.
* If you do create a slideshow, rely on images — not words and numbers. Effective sales presentations move and inspire prospects. You can follow up with details.
* Research your prospect’s company, industry and market.
* Know your product. Your prospects expect you to be an expert on what you’re selling.


Sealing the deal...

The Closer is a television show about a police detective who has an uncanny ability to close cases. The secret to her success is how she leads suspects into confessing in the interrogation room.

You can have the same success. Not at closing police cases but at closing deals. Instead of interrogating murder suspects, you’re going to give killer sales presentations. Luckily you don’t need a gun, just some basic sales presentation techniques.

Preparation

Are you ready for this? The prospects you are meeting want to do business with someone they can count on. You need to be comfortable and confident during your sales presentation. You won’t close the deal if you’re not ready.

  • Have all of your materials are ready. You should have ample copies of brochures, one-sheets or other handouts.
  • If you’re going to use a PowerPoint or Keynote presentation from your computer, make sure you know how to start it up without fumbling.
  • Bring your own projector. This guarantees you have all the equipment you need to show your presentation. Make sure you’re familiar with how it all works.
  • If you do create a slideshow, rely on images — not words and numbers. Effective sales presentations move and inspire prospects. You can follow up with details.
  • Research your prospect’s company, industry and market.
  • Know your product. Your prospects expect you to be an expert on what you’re selling. Leer más “Effective Sales Presentations for Closers”

The 16 Most Important Business Questions…. Ever!

It’s the 3 W’s that matter most…

If you’re starting out as an entrepreneur or a freelancer or a project manager, the most important choice you’ll make is: what to do? I often talk to my clients about the most important part of your web address isn’t your name itself, it’s the 3 “W”‘s that come before it…

* Who are you?
* What do you do?
* Why does it matter?

[Más…]
In order to answer those 3 (HUGE) questions quickly and concisely, you need to know the answer to these questions. As a business owner or an entrepreneur, I think these are 16 of the most important questions you could ever ask yourself. If you want to be (really) successful, go somewhere quiet with your favourite drink – and don’t come back until you’ve got a good answer for each of them!


by jeremywaite
http://jeremywaite.wordpress.com/2010/10/21/the-16-most-important-business-questions-ever/

It’s the 3 W’s that matter most…

If you’re starting out as an entrepreneur or a freelancer or a project manager, the most important choice you’ll make is: what to do? I often talk to my clients about the most important part of your web address isn’t your name itself, it’s the 3 “W”‘s that come before it…

  • Who are you?
  • What do you do?
  • Why does it matter?

Leer más “The 16 Most Important Business Questions…. Ever!”

Web Designer’s Guide To Copywriting Profits

If a web design agency wants to increase their sales, there’s one way that’s easier and quicker than the rest: sell copywriting services.

When you sell copywriting to your clients, their websites will achieve more sales and better results.

In addition, your projects will run more smoothly and efficiently.

By the end of this article, you’ll be ready to sometimes even double your revenue and delight your clients at the same time.
Time is money

On most websites, more time is spent on copywriting than design. If you are not involved in copywriting, more than 50% of the website creation process is happening out with your agency. This is a waste of revenue in the short-term, and a profound waste of revenue in the long-term.

Once a website is designed, more time is spent on writing than anything else. Blog posts, email newsletters, new products – all opportunities for your agency to provide value and book revenue.

By keeping a connection with clients, they are more likely to use and recommend your services. When you provide copywriting, you develop a deeper relationship with your clients.


http://www.webdesignerdepot.com/2010/10/web-designer%E2%80%99s-guide-to-copywriting-profits/

 

thumbIf a web design agency wants to increase their sales, there’s one way that’s easier and quicker than the rest: sell copywriting services.

When you sell copywriting to your clients, their websites will achieve more sales and better results.

In addition, your projects will run more smoothly and efficiently.

By the end of this article, you’ll be ready to sometimes even double your revenue and delight your clients at the same time.

Time is money

On most websites, more time is spent on copywriting than design. If you are not involved in copywriting, more than 50% of the website creation process is happening out with your agency. This is a waste of revenue in the short-term, and a profound waste of revenue in the long-term.

Once a website is designed, more time is spent on writing than anything else. Blog posts, email newsletters, new products – all opportunities for your agency to provide value and book revenue.

By keeping a connection with clients, they are more likely to use and recommend your services. When you provide copywriting, you develop a deeper relationship with your clients.

 

Pick your friends wisely

Most creative people have experienced the nightmare of incompetent partners: an SEO charlatan intent on keyword stuffing and reciprocal linking; the client’s in-house copywriter who takes month to write content unsuitable for the web or even human consumption. When your client chooses your partners, they create an opportunity to ruin your good work and reputation.

Even though it’s the web hosts fault your client’s website is offline, your prospects don’t know that. When a website doesn’t rank in Google, your prospects won’t blame the SEO firm – they’ll blame you. When a web design firm has an incompetent partner on a project, that’s another opportunity wasted to create a good case study and portfolio piece.

Even though you didn’t write it, prospects will blame you for bad copy on your client’s site. Grammar mistakes don’t reflect well on anyone. When you choose your partners, you increase the likelihood of success.  Clients make more money and use your services again; you make more money and have great case studies and portfolio pieces.

img1

 

Radically improve efficiency

Waiting on clients to deliver website content can be a big impediment to progress.

Time can be wasted and deadlines missed by a failure of clients to send you copy on time. When you sell copywriting services, you improve efficiency and the speed of website deployment.

 

Best results

As a copywriter, one of my biggest frustrations is writing copy for a website that’s poorly designed. There’s one thing that all my favorite projects have in common: collaboration with a great team. You can ensure you work with the best team, every time, by choosing the copywriter you work with.

An experienced copywriter will know how to capture your client’s tone of voice and deliver improved sales for their business. Give your clients an opportunity to achieve their full potential.

 

Selecting a copywriting partner

As a web design agency, make sure you choose copywriters that are web literate. At minimum, they should have knowledge in the following areas:

Split testing: If you require sales copy, you should only work with a web copywriter with knowledge in split and multivariate testing. The experienced web copywriter will speak articulately on the topic and should make proposals for testing that will increase conversion rates.

SEO: Even the most primitive of web copywriter will claim to have knowledge about SEO; you must look beyond the rhetoric to judge their capacity. They should know how to weave keywords into copy without any noticeable difference to quality; they should make sophisticated keyword selections, balancing competitiveness, keyword volume and the qualification of traffic. Quiz them on broader topics too: would you recommend a 301 or 302 redirect in scenario A?

Technical: It is possible but rare to find good web copywriters with poor technical skills. A competent web copywriter will know HTML and feel comfortable inside your client’s CMS.

Social media: Having a Twitter or Facebook account proves nothing; you should expect examples of viral marketing success. Ask to see their articles that set the blogosphere on fire. For sales copywriting this is not essential, but it should be a prerequisite for blogging and social media campaigns.

There are many good copywriters that do not have the above skills. They might be good at writing brochures, but are unlikely to be the most qualified for web copywriting. Once you have identified copywriters with the minimum requirements, evaluate their portfolio to see if they’re a good fit for you and your clients.

img2

 

Two ways to work

There are two ways to make money selling copywriting services once you find the right copywriting partner.

1. Sell copywriting services direct to your client. You markup the price, bill your client directly and pay for the copywriting services. Under this model, you should expect good price discounts and achieve comfortable profit margins.

2.  Referrals. You put your copywriting partner in touch with your client and recommend their services. Then, ask your copywriting partner to agree upon a referral commission.

 

Sales integration: the secret to doubling your sales

If you find a copywriting partner, it might be a good way to achieve some extra revenue and client satisfaction. But, you must fundamentally change your sales process to double your sales.

Always ask: Each time a client requests a quote, ask if they would like to receive a copywriting proposal on their project. Contact existing clients and ask them if they would like to receive a copywriting proposal to improve their website content.

Recommend: You should have selected your copywriting partner because they’re the best. So, explain this to your client. Your clients trust your web expertise, so make sure clients understand the benefits of working with a web copywriting professional.

Partner proposals: Each time you ask your clients if they would like a copywriting proposal, you should pass on the details to your copywriting partner. Then, they should produce a free proposal for your client. If you will be billing your client, they should prepare the proposal and send it back to you. Then, you can markup the price and send it off to the client.

Optimizing success: The proposal should not just include the offer of writing copy for their website under development. Make sure your copywriting partner offers services that they could use month-after-month: blog posts, newsletters, articles and social media engagement.

 

Alan Martin is a web copywriter at Cooper Murphy, the boutique copywriters. Cooper Murphy’s services include website copywriting and annual report copywriting.

http://www.webdesignerdepot.com/2010/10/web-designer%E2%80%99s-guide-to-copywriting-profits/

Do you offer copywriting services to your clients? If you do, please share with us how this has impacted your web design business.

The B.E.S.T. Method for Content Strategy (what you do before Content Marketing)

Behavioral

* What action do we want our customers to take?
* What effect must we achieve with them?
* How will we measure their behavior?
* How will we put them on the path to purchase (what exactly is the conversion)?

To sum up: How will you measure as a whole and what are the smaller measurements that tell the Return on Objective (ROO) story?
Essential

* What do our buyers really need to know (not about our products, but about information and tasks relevant to what we have to offer)?
* How does what they need to know align with the our unique expertise?
* What will provide the most benefit personally or professionally?

To sum up: What’s the intersection between your expertise (as it relates to your products) and the informational/entertainment needs of your customers? That’s what I like the call the secret sauce!
Strategic

* Does this content marketing effort help us achieve our strategic goals?
* Does it integrate with our other strategic initiatives?
* Do we have executive support for this content strategy?

To sum up: I’ve seen too many custom content projects live outside of marketing and the overall strategic goals of the company. To truly be successful, a content strategy needs to tell your brand story as it relates to your customers. Don’t let it live in a vacuum.
Targeted

* Have we precisely identified the prospects we want to target?
* What are the different customer segments? Why are they different?
* Do we really understand what motivates them?
* Do we understand their professional roles?
* Do we understand how they view the product or service we offer?

To sum up: Get a handle on the buyer persona for each of your customer segments. If you don’t know them well, how do you know what they need. (Excellent overview here on a buyer persona.)

How do you get this kind of information? Use these social media tools to create your own listening posts. Send out surveys. Call your customers. Talk to your salespeople.
And finally…

Once you have this information, and the executive team buys into this essential background information for your content strategy, then you can start developing the execution plan.


Core point: Don’t start executing on your content marketing until you have a sound content strategy.

Yes, easier said than done, but so many of us get infatuated with a tactic before really planning out what should happen and why. You wouldn’t build a car without a step-by-step plan, but many of us create an eBook, Facebook page, web content or custom magazine without a content strategy.

To address this, Newt Barrett and I covered the B.E.S.T. content strategy in Get Content Get Customers. The goal of asking the B.E.S.T. questions as part of your content marketing strategy is to find the intersection between your products/services and the information needs of your customers. Only then can you craft a content marketing approach that will deliver more sales, more customers, and more measurable results.

BEST formula

Leer más “The B.E.S.T. Method for Content Strategy (what you do before Content Marketing)”

How To Monetize Your Blog

Okay, so you’ve got a thriving blog and have gone through the steps to earn a sizable readership. This is commendable – many blogs never move past a writer’s immediate friends and family. However, as much as you may love posting about your subject matter, keeping a large audience of readers happy with fresh content is no small task, and you may begin to feel like you simply don’t have time unless your blog would somehow start making money.

Generating revenue from your blog is not a mystical, secret skill that only a privileged few are blessed with the knowledge of. In fact, having a loyal group of readers who consistently enjoy the information you share is half the battle. If you are serious about turning your blog into a cash-generating machine, there are many possible routes you might take, the most popular of which are discussed below.


By Dan Martell http://www.flowtown.com/

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Okay, so you’ve got a thriving blog and have gone through the steps to earn a sizable readership. This is commendable – many blogs never move past a writer’s immediate friends and family. However, as much as you may love posting about your subject matter, keeping a large audience of readers happy with fresh content is no small task, and you may begin to feel like you simply don’t have time unless your blog would somehow start making money.

Generating revenue from your blog is not a mystical, secret skill that only a privileged few are blessed with the knowledge of. In fact, having a loyal group of readers who consistently enjoy the information you share is half the battle. If you are serious about turning your blog into a cash-generating machine, there are many possible routes you might take, the most popular of which are discussed below. Leer más “How To Monetize Your Blog”

5 Traits That Will Lead You to Success

Some people just seem gifted. Somehow everything they do, they do well.
To the rest of us it seems like magic, we wish we had the same abilities.
Standing against the world
What is the difference between them and us?
Since I was little this “mystery” has intrigued me, when we were kids, some kids would just overnight become the best at the sports we played, they did well in classes, it felt as though they were in the top at whatever we did.

When I later started working I noticed the same thing. I started working in sales and some salesmen just had a gift. They would close everything. I had to know how and why. Since then I have studied good salesmen, poor salesmen, sports stars and other successful people like managers and business owners.

I have found that all successful people have 5 traits in common


by Daniel M. Wood//lookingtobusiness.com

Hi, you seem to be new here, you may want to subscribe to my RSS feed or Follow By Email. I recommend you start by reading These Articles.

Some people just seem gifted. Somehow everything they do, they do well.
To the rest of us it seems like magic, we wish we had the same abilities.
Standing against the world
What is the difference between them and us?
Since I was little this “mystery” has intrigued me, when we were kids, some kids would just overnight become the best at the sports we played, they did well in classes, it felt as though they were in the top at whatever we did.

When I later started working I noticed the same thing. I started working in sales and some salesmen just had a gift. They would close everything. I had to know how and why. Since then I have studied good salesmen, poor salesmen, sports stars and other successful people like managers and business owners.

I have found that all successful people have 5 traits in common

Leer más “5 Traits That Will Lead You to Success”