Category Archives for Marketing

Repurpose and Refresh Your Content for More Website Traffic

Repurpose and Refresh Your Content for More Website Traffic

Keeping content fresh is an essential part of doing content marketing work for your business. A speedy way to boost the effectiveness of the content you already have is to freshen it up and repurpose it. Content gets old, and information becomes outdated. That doesn’t mean it needs to be deleted, though - it can be salvaged and continue to provide excellent results. Likewise, content can be reused and repurposed in other ways into new formats that help produce more traffic too.

Turn Blog Posts into an EReport

Compile blog posts that are about the same topic as an eReport. Add some images, nice headers, special formatting, affiliate links, and turn it into a PDF format and sell it or give it away to your audience. You can use the Anthologize plugin for WordPress to help make this easier.

Update One Old Blog Post Every Day

Start from the first post you wrote, or the first piece of content you created, and update it. You can ensure that the information is accurate today. You can append onto the old blog post notes about how things have changed or not changed, as the case may be, update images and more to make older content get better results.

Create a PowerPoint Presentation from a Report

Use images from the report, the headlines of the report and bullet points to create a presentation that can be placed online at SlideShare or used for an in-person or online event or a class on Udemy.

Create a Video from a PowerPoint

You can go even further with the PowerPoint slide show and create a video with a voice-over. This is a great way to put information on YouTube, or you can put it on a membership website and charge a small fee for viewing that information.

Create a Podcast from a Report or Blog Post

Some short reports or blog posts are perfect for discussing in podcast format. Once you create a podcast, you can also put them on iTunes so that people can download to listen to on the go. You can also post them on the site right with the blog post or information in question, so your audience has a choice about how they consume your content.

Create an Email Course from a Small “How to” Report

Another way to repurpose content is to break up a how-to report into a 7- to 14-day email course. Simply load into your autoresponder for easy automatic delivery when your customer signs up.

Turn Quotes from a Report into Pinterest Pins

Within each report you’ve created, you probably have a few really good lines and quotes either of your own or from a popular figure that you can add to an image and share on Pinterest (or Facebook and Twitter). Link back to the full report for added impact.

Rewrite and Update Old Reports and EBooks

While you’re repurposing your old reports and eBooks, you may as well give them a facelift. Freshen the images, the design, the content for accuracy, and make needed additions. Offer anyone who purchased the first one a deep discount on the upgrade, and then remarket the upgrade.

Combine Several Informative Blog Posts to Create a White Paper

Just like you can create a small report or eBook from blog posts, you can also combine the right kind of blog posts to create an informative, decision-boosting white paper. Contently.com has an excellent outline of how to make a compelling whitepaper.

Keep New Content Coming Regularly

While you reuse, repurpose, and refresh, don’t forget to keep the new content coming regularly. Your entire content strategy should include regular content as much as it includes repurposed and refreshed content.

Repurposing and refreshing old content is a crucial way to increase website traffic, using work that you’ve already completed. It can liven up your website and blog, make information more current and accurate, and in the process, increase traffic. After you’ve updated the content or created it into a new form, share it again so that you can get the most out of all the content you’ve created over the years.

Ingredients of a Solid Marketing Plan

Ingredients of a Solid Marketing Plan

Creating a solid marketing plan takes a little time and effort, but the more straightforward and more direct your plan, the more likely you are to implement it. If you make it too complicated and convoluted, you’re going to be unlikely to put it into practice. But if you create a solid marketing plan that is to the point, you’re going to implement it and improve your business.

To create a solid marketing plan, you’ll need to gather the following ingredients.

Identify Your Target Audience

You should be able to write a short two- or three-sentence synopsis that works as a profile of your potential customer. Such as: “Susan is a 32-year-old divorced, single mother who wants to earn extra money working from home. She has some college education, income between the range of $27,000 and $32,000 per year, and little free time.”

Research Your Market

Understanding all the different facets of your audience and segments within your audience, will also help you market better to your future clients, and attract your current clients to buy more. Having an in-depth knowledge of the industry can go far in helping you reach your target audience with your marketing materials.

Identify Your Product or Service

What problems will you solve for your audience with your product or service? Remember, you’re not selling widgets; you’re selling solved issues to your clients.

Determine Product Placement and Pricing

Price your product or service based on the description of your target audience persona, as well as the cost of production of your product or the time it takes you to perform the service.

Study Your Competition

Knowing what your competition is doing, how they’re pricing, how they’re marketing, where they’re marketing, and more will help you find a way to do whatever it is that they do, but better.

Determine Your Vision and Mission

Believe it or not, part of your marketing plan should consider the vision you have for your business and your life. Create a mission statement that you can look at whenever you’re unsure of your direction. Ensure that your actions match your vision and mission, and you can’t go wrong.

Develop a Marketing Budget

A marketing budget is necessary to keep you not only in line with potential earnings but also to make sure you do spend enough money on marketing. You may need to spend money on pay-per-click ads, writing services, graphic design, and VA help for running social media campaigns, software, and more.

Create Marketing Goals and Objectives

You can’t create one marketing plan for everything. It would be best if you had separate plans for each goal to reach your objectives. Create a content marketing plan for widget A that is different from your content marketing plan for widget B. Know why you are doing something, be it content creation or social media participation.

Identify Marketing Strategies and Tactics

Will you use content marketing, social media marketing, pay-per-click marketing, Facebook ads, or a combination of all of the above to market your product or service? Decide what, when, where, why, and how you’ll accomplish each.

Test and Monitor Your Results

With any marketing you do, it’s essential to have goals and objectives. You’ll need to set up mechanisms to test whether or not the actions you’re doing are meeting those objectives.

Setting up your marketing plan requires a little work and thought, but it will be more than worth it to create a solid marketing plan. Your marketing plan is essential and will act as a road map for your business success.

How to Turn Customers into Repeat Buyers

How to Turn Customers into Repeat Buyers

It costs a lot less to keep a customer than to work on acquiring a new one. You can reduce costs and increase revenues substantially by turning the customers you already have into repeat buyers, turning your product cycle into a never-ending circle by expanding your customer lifecycle into infinity.

So how do you turn customers into repeat buyers?

Create Awesome Products

Your very first line of defense is to create great products. From your freebies to your high priced products, everything should be top-notch and high quality. If you are known for the exceptional quality, word gets around, and of course, someone who buys something from you then trusts that the next product they get will also be excellent.

Provide Excellent Customer Service

Even if something does go wrong in terms of the product delivery or the product itself, if you clear it up with customer-centric service, some faults will be overlooked, and you’ll have gained a lifelong fan and customer.

Under Promise and Over Deliver

Your sales pages and content that promotes your product should avoid too much puffery. When your customer gets your product, it should be even more than they thought it would be according to your sales pages and sales copy.Text

Segment Your Customers

Once someone buys from you and becomes a customer, it’s essential to move them through your product funnel. The best way to do that is to segment them by what they’ve already purchased, marketing to them only what they have not purchased.

Build Relationships with Customers

Create inner circles and mastermind groups, and even closed Facebook groups to help you build better relationships with customers. Offering customers an insider’s view of you and communication with you will endear them to you in ways that other methods won’t.

Offer Specials for Current Customers Only

So often, sales revolve around only new customers, but this is a huge mistake. Offer current customers discounts, bonuses, and opportunities that are not offered to anyone else.

Differentiate Yourself from Your Competitors

Even though you’ve already attracted your audience and they’ve bought products from you, you’ll still need to ensure that you work on being very different from your competition so that you don’t lose that customer to them.

Empower Front Line Customer Service Providers

If you outsource customer service, be sure to give them the power to deal with issues below a specific dollar limit without checking in with you. You are only one person, and to make the customer wait will create problems that can easily be avoided.

Creating repeat buyers involves a lot of thought and consideration to your customer’s life cycle, your product funnel, and the quality of the merchandise you create. It’s all a mixture of everything working together that keeps your customers buying over and over again.

How to Turn Customers into Repeat Buyers

It costs a lot less to keep a customer than to work on acquiring a new one. You can reduce costs and increase revenues substantially by turning the customers you already have into repeat buyers, turning your product cycle into a never-ending circle by expanding your customer lifecycle into infinity.

So how do you turn customers into repeat buyers?

Create Awesome Products

Your very first line of defense is to create great products. From your freebies to your high priced products, everything should be top-notch and high quality. If you are known for the excellent quality, word gets around, and of course, someone who buys something from you then trusts that the next product they get will also be excellent.

Provide Excellent Customer Service

Even if something does go wrong in terms of the product delivery or the product itself, if you clear it up with customer-centric service, some faults will be overlooked, and you’ll have gained a lifelong fan and customer.

Under Promise and Over Deliver

Your sales pages and content that promotes your product should avoid too much puffery. When your customer gets your product, it should be even more than they thought it would be according to your sales pages and sales copy.

Segment Your Customers

Once someone buys from you and becomes a customer, it’s essential to move them through your product funnel. And the best way to do that is to segment them by what they’ve already purchased, marketing to them only what they have not purchased.

Build Relationships with Customers

Create inner circles and mastermind groups, and even closed Facebook groups to help you build better relationships with customers. Offering customers an insider’s view of you and communication with you will endear them to you in ways that other methods won’t.

Offer Specials for Current Customers Only

So often, sales revolve around only new customers, but this is a huge mistake. Offer current customers discounts, bonuses, and opportunities that are not offered to anyone else.

Differentiate Yourself from Your Competitors

Even though you’ve already attracted your audience and they’ve bought products from you, you’ll still need to ensure that you work on being very different from your competition so that you don’t lose that customer to them.

Empower Front Line Customer Service Providers

If you outsource customer service, be sure to give them the power to deal with issues below a specific dollar limit without checking in with you. You are only one person, and to make the customer wait will create problems that can easily be avoided.

Creating repeat buyers involves a lot of thought and consideration to your customer’s life cycle, your product funnel, and the quality of the merchandise you create. It’s all a mixture of everything working together that keeps your customers buying over and over again.

How to Turn Affiliates into Marketing Powerhouses

One of the very best ways to market online is to create a legion of loyal cheerleaders and fans, who at your command, tell everyone they know about your products, services, sales, and information. Word-of-mouth marketing has always been the very best form of marketing and creates better and longer-term relationships with customers. Keeping customers long term saves money. Here's how to get affiliates to help you with your marketing.

Use Well-Known Affiliate Tracking Software

f you use unknown affiliate management software, you may have trouble getting active affiliates to sign up to promote your products and services. Currently, Keap is a top-rated system. Don't try to get by with a free program because you won't be taken seriously.

Provide an Excellent Product

Super affiliates aren't going to promote an inferior product because they are marketing things to people that trust them. They are seen as experts in their niche, and promoting a problematic product will make them look bad.

Give at Least 50% Commission

This is especially important if your product is low cost. It takes work to promote products, so it needs to be worth their time. It needs to earn them enough to entice them to promote your product. Also, ditch the minimum sales; pay your affiliates for every transaction in a reasonable amount of time.

Offer True Lifetime Cookies

One unfortunate habit of those who want affiliates is not offering actual lifetime cookies. That means that once they attract the lead to click through, they will always get the credit for sales from that lead.

Provide Top-Notch Tools

Graphics, content, reviews, and more should be available to your affiliates so that they can promote your products as quickly as possible. They shouldn't be charged with creating graphics as well as promoting. Give them all the tools they need, and they'll work harder for you.

Have Contests with Prizes

Encourage your affiliates to make more sales by offering prizes and having content where you share the leaderboard and who is doing best during the time of the contest. Offering prizes like iPads if the market is right is an excellent incentive for most affiliates.

Provide Excellent Customer Service

If someone buys the product and has issues, it's essential to address those issues right away. Word gets around if you have a terrible reputation about not taking care of your customers.

Provide Product Information and Training

You can use videos, PDF files, and more to provide product information and training to affiliates so that they can use the information to market to their audience better. 

Offer Affiliate-Only Webinars and Calls

Affiliates appreciate the opportunity to talk to product creators. What's great is that you can get more feedback about the product and what their customers think about their recommendations. Plus, you can use the feedback to help you make your affiliate program more effective.

Finally, be sure to pay your affiliates regularly. It's reasonable to wait to pay until after potential returns go through, but it's not reasonable to hold a certain amount of money to require payments. Affiliates will work harder when they see results. If you want your affiliate marketers to be marketing powerhouses, treat them well.

How to Ensure That Your Message Is Heard

How to Ensure That Your Message Is Heard

Communication involves the participation of at least two parties. Communication can be written, verbal, and even non-verbal. On a blog, you’re likely more concerned with written communication unless you create video blogs, in which case you’re using verbal communication that will include body language (non-verbal) and other cues to get your message across to the other person.

But the real key to ensuring your message gets across to the receiver is to understand that it’s your job as the message giver to deliver the message in a way that it’s understood by your audience. Here's how to make sure that your message is heard.

Understand and Like Your Audience

Even if you are part of your own target audience, it’s important to get out of your own way and conduct real audience research to ensure that you know who they are, outside of your subjective experiences. Find out what they want, what they know, who they like, why they like who they like, what they need and the whys behind their needs. The more you know, the better you will be at creating messages that are heard by your audience.

Let the Audience Know What You Want

One of the most important parts of your message is your call to action (CTA). If you don’t know what the point of your message is, your audience can’t be expected to know either. Be very specific about your CTA within your message so that there is no misunderstanding about your point.

Spell Out Definitions of Terms

In order to get your audience on the on the same page as you, and to help further your message, be sure to spell out ambiguous terms within your content. Don’t assume that everyone understands what you’re saying. Instead, always fill in the gaps to ensure that your audience knows what you mean when you say a particular word.

Repeat Important Points

Remember those high school essays that you wrote, and the speeches that you gave? You likely remember, if you give it some thought, your teacher lecturing about the idea of repetition. You’ve heard it said to “tell them what you’re going to tell them, tell them, and tell them what you just told them”. This works especially well with harder to understand concepts.

Listen to Your Audience

Conduct a poll; ask questions; go where they go such as social media, forums, mastermind groups and so forth so that you can really listen to the needs of your audience. If your content on your blog expresses a true understanding of your audience’s needs, they’re more likely to understand and hear your message.

Be Honest

In advertising there is a term called “puffery”; it means to exaggerate the effectiveness of a product or service to try to get across a particular message to the audience. While this practice is acceptable and legal in advertising, it’s better not to do this when it comes to blogging and monetizing your blog. Instead, practice complete, straightforward honesty.

Check Your Facts

Keep trust alive by double-checking any facts that you provide your audience. This is especially important if you hire a ghostwriter, or use PLR without knowing if you’re using a good source. It’s not that people purposely deliver the wrong information, but having a double check helps. This is simply good communication and a good journalistic practice that you should learn.

Write Like You Talk

Don’t try to put on airs when communicating with your audience on your blog. Write like you talk, and if you do a vlog, just be yourself. Whatever content you provide to your audience needs to represent who you are to the best of your ability.

You can be heard by being clear in your intentions and your words, while considering what the words mean to your audience as you deliver your message. Finally, it’s also important to ensure many eyes see your message by promoting your blog posts via ever possible channel.

How to Create Content for Easy Consumer Digestion

How to Create Content for Easy Consumer Digestion

Most marketing starts with content. It doesn’t matter what type of marketing you are doing; it all begins with content. Brochures, business cards, blog posts, articles, vlogs, eBooks, eReports, podcasts and so forth are all content. Content comes in so many forms ready for your audience to digest. But, creating content that is easy for your consumer to digest depends on many factors. Consider these questions:

  1. 1
    Who is your audience?
  2. 2
    What types of devices does your audience use?
  3. 3
    What social media do they use?

Types of Content

Knowing the answers to these questions can help you determine what type of content your audience wants to consume. You have many choices of types of content to choose from, such as:

  • EBooks
  • EReports
  • Blog posts
  • Articles
  • Videos
  • White papers
  • Long form blog posts
  • Infographics
  • Memes
  • Podcasts
  • Newsletters
  • Magazines
  • Presentations
  • Webinars
  • n-person events
  • Games and apps
  • Researched reports
  • Books

The truth is, you’re more than likely to offer content in more than one form, but the main form should consider the three questions. Some types of content, like blog posts, need to be frequent and regular; others can be less often such as games and apps. It depends on your niche a lot as to what you will be focusing on. But you can be sure that a lot of your content will be focused on blogs - at least to begin with.

Planning Your Content Creation

When you create any content, it’s important to ask the following questions:

  • Does this piece advance my goals?
  • Does my audience like to consume content in this manner?
  • How can I re-purpose this content to add to longevity?
  • Have I thought about my audience’s needs as I created this piece of content?
  • What keywords should I include in the description or within the context of this content?

Before sitting down to create content, do the following:

  • Poll your audience – Ask via a survey what forms of content they like consuming.
  • Research your Google analytics – It’s there for you to look at free, so use it to help you get a better idea of what works and what doesn’t work.
  • Study keywords — Aside from Google there are other keyword research tools that you can use to help you determine new keywords to use.
  • Look at the results of former content – No matter what type of content you’ve used in the past, such as webinars and so forth, study how the results compare. What got the best results? Was it format or substance that made the difference?
  • Talk to people outside of your bubble – You need a group of people whom you can trust to give you the truth, people outside of your audience and your immediate bubble. One problem is that sometimes people around you become “yes” people.

By working through your content creation in this manner, you’ll be more likely to create content that speaks to your audience in the manner they want to be spoken to, in the format they most enjoy.

How Much Does SEO Matter to Your Business

How Much Does SEO Matter to Your Business?

In all honesty there isn’t much that's more important than search engine optimization (SEO) when it comes to ensuring that you get the word out about your business. SEO is part of everything you do online. There is on-page and off-page SEO that every online and off-line business owner should participate in if they want to successfully market their business online.

SEO Is a Critical Part of Your Marketing Plan

Creating a highly optimized website or blog can go far in helping you get visitors to your site before you even start creating content. Ensure that you have a plan from the beginning, and that plan will pay off. The entire set-up of your site can be based on good SEO practices. Proper keyword-rich domain name, strong keyword page names, well-crafted blog post titles with included keywords and tags are all important to your marketing plan.

SEO Gets Your Blog Noticed

The way SEO works is that when someone goes to a search engine to look for information on your topic or niche they type in a few words (called a keyword phrase). Then the search engine returns results for the search terms that the search engine hopes is high quality, accurate information as close to possible to what the searcher wanted.

SEO Rules Make Content Look Great

Using SEO rules, for both on-page and off-page content, can help your content look great with accurate titles, headers, subtitles and well-formed content that your audience wants to read. Understanding how your audience reads as well as what they want to see, then delivering that in an optimized way, not only delivers but looks great too.

SEO Rules Make Websites Work Better

Having a standard way that websites are set up, with clean code, search terms, alt tags and so forth makes your website work faster and better. The entire point of your blog or website is to deliver the right information to the right audience in the best possible way. SEO can help you accomplish that.

SEO Provides a Massive Return on Investment

The great thing about using SEO is that the payoff is large. If you do it correctly, what you do today in terms of SEO will continue to pay off in the future, years down the road.

SEO Identifies a Standard to Meet

Marketing your business truly is as simple as following plan of action that SEO provides. The most important part about SEO is the content, not the code. Yes, your site needs to load quickly, include search terms, alt tags, headers, sub headers, SEO right titles and so forth, but the content in your site is the most important.

SEO Can Assist with Content Creation

Since SEO is all about content; it should be pretty obvious that SEO can also help with creating great content. If you follow SEO rules while creating the content for your audience, the content is more likely to be found, and more likely to be enjoyed by your audience.

SEO Is All about Content and Content Is King

When you hear rumors that SEO is dead, it’s only dead for business owners who have not focused on the importance of providing their audience with good information, content, products and services. Instead, they focused on tricks and then did not deliver awesome content once their audience clicked through to their site.

It’s true that algorithms change, as do SEO practices. The important point to remember is that SEO is not there to trick people into finding your website, blog, products or services. SEO is there to help you serve your audience and provide value to them. If the right audience can’t find you, you won’t be able to do that. If you focus first on providing value, then on using SEO to help you deliver that value, you can’t go wrong.

How an Affiliate Program Can Springboard Your Sales

How an Affiliate Program Can Springboard Your Sales

Marketing your products and services alone can become expensive and overwhelming, but with some products and even services you can create an affiliate program that will springboard your sales to the next level.

First, if you’re not sure yet what an affiliate program is - essentially you attract people who want to earn money within your niche promoting your products and services to their audience for a percentage of sales. Usually, this process is run using affiliate management software such as aMember, 1shoppingcart, ClickBank, eJunkie, or the multitude of others depending on your products, goals and the amount of control you need to have over your affiliates.

Ingredients of a Good Affiliate Program

A good affiliate program will work better if it provides:

Regular Communication

Set up an email list just for your affiliates so that they can communicate with you and you with them.

Awesome Marketing Materials

Supply your affiliates with graphics, banners, and easy-to-use marketing materials that they can be proud to use.

Brandable Content

One of the hardest parts of marketing a product is coming up with content to market it. Provide content that your affiliates can rewrite and rebrand for their audience easily and quickly.

Excusive Webinars

Allow affiliates with a certain number of sales to plan an exclusive webinar that you’ll attend to help promote your products, speaking directly to their audience.

Specialized Training

Some affiliates need extra help learning how to market products and if you offer them that, they’re going to be more likely to market yours.

Incentive Discounts

Your affiliates can be great sources of customers too. If you offer exclusive discounts that they can either take themselves or pass on to their customers, you’ll encourage more sales.

Creative Marketing Collateral

Not only should you offer the basic marketing collateral but you also want to consider being more creative. Offer video, product training, infographics, easily customizable graphics and more.

Easy-to-use Technology

One of the most important choices when starting an affiliate program is the choice of technology. Choose wisely based on the functions you want to have for both your affiliates and your customers.

If your affiliate program provides all that to your affiliates, then you’ll have an easier time attracting good affiliates. But, the real key to a supercharged affiliate program is attracting affiliate programs.

Attracting Affiliate Programs

To attract super-affiliates you’ll need:

  • Top-notch products
  • Customer-centric service
  • Continual creation of new products
  • Excellent follow-up
  • Lifetime cookies
  • High payout
  • Fast payouts
  • Fair policies

If you provide these things, you’ll be able to have an affiliate program that truly springboards your sales to the next level because you’ll have more people out there talking about your products. Having affiliates, in many ways, is like duplicating yourself. Since you don’t pay affiliates unless they have made sales, affiliate programs are relatively low cost and the incentives to sell are built right into your affiliate program.

Getting Your Customers to Promote Your Business 

Getting Your Customers to Promote Your Business 

One of the best ways to create buzz about your business is to get your customers to do it for you. There are many ways in which you can encourage this behavior from your loyal customers. First, provide excellent service and products to your current customers so that when you do encourage them to promote your business they will be proud to do so.

Have a Contest

Get your customers to make a video testimonial of why they love your business. Tell them that the person who gets the most votes on their video promotion will get something free from you that is designed only for your audience and current customers.

Give Referral Credit

Let your customers know that you want them to tell others about you by sending them encouragement to do so in the form of credits against the work you do for them.

Start an Affiliate Program

You don’t have to open affiliate programs to everyone; they can be members’ only affiliate programs. If you have exclusive deals only for your customers to promote you, they will be more likely to do so.

Ask for Referrals via LinkedIn

Don’t send out the generic request offered by LinkedIn to get referrals. Instead, take the time to send a special request to each person that you want to refer you.

Ask for Testimonials for Your Website

Within the first 30 to 45 days of doing business with a new customer, send them a form to put a testimonial on your website. If you use WordPress, there are great testimonial plugins that you can use to make this process simple for you and the client.

Ask for Feedback

When you send an invoice, that’s a great time to ask for feedback from your client. Freshbooks.com now offers this as a service automatically when you send an invoice to any client. If they send good feedback, tell them you’re accepting new clients or about your customer only affiliate program.

Celebrate

If someone has been a customer for a period of time, call them out on your blog about how awesome they are. You can even ask them to write the blog post for you by sending them a questionnaire to explain why they enjoy being your customer.

Social Media Sharing

Give customers the opportunity to share on social media what you’ve done for them or what you’ve sold to them. Amazon has a great system set up for this where, when you make a purchase, you’re given the opportunity to share your purchase with your friends.

Getting customers to promote your products and services for you is good old-fashioned word-of-mouth marketing. It’s the best marketing money can and cannot buy. As they say, birds of a feather flock together, so it’s more than likely that your customer knows other people who fit in with the demographics of your target audience. If they share your awesomeness with others, they’re likely to buy.

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