Be Buyer Centric

In episode 130 of Online Marketing & Communications I take a look at remembering to target potential buyers with different kinds of content marketing. People are at different points in the buying cycle when they come across your website, tweets, Facebook Page, podcast or videos.

Succeeding with content marketing doesn’t come from a moment of inspiration or sublime creativity; for the most part it comes from strategic planning and implementing a process designed to achieve maximum results. And that can mean really crafting content for tiny segments of your target audience.

Cookie-cutter content does not work. Without content created for the different stages of the buying cycle, it’s very unlikely you’ll implement a successful campaign. Identify where your potential buyers are in the purchase cycle. One message alone will not speak to everyone.

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Do You Know Why Facebook and Twitter are Better Than SEO?

Do you know why Facebook and Twitter are better than SEO when it comes to getting more traffic for your business website?

They’re not!

Okay, I admit it was a bit of a trick question, but bear with me. The truth is that neither SEO nor social will get you targeted traffic that converts if you don’t focus on your audience.

When both are used correctly, however, I can guarantee you will find your customers and move them into your sales funnel.

Don’t believe me?

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How to Record a Skype Interview

woman on microphoneOne in every three customers over the last two years that Jontus Media add to their client roster confess to discovering the company through the podcast.

Podcasting need not be daunting. You can record an interview over Skype. Today we’ll discuss how.

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Content Marketing is a Commitment, not a Campaign

joe pulizzi podcast

Joe Pulizzi daring to do different

I read Joe Pulizzi’s Epic Content Marketing recently. Or rather: I listened to it twice back-to-back having got it on Audible. With three basset hounds I get do a lot of walking and a lot of listening!

Epic Content Marketing is one of the most outstanding and informative books on content marketing to date. Full of tips, advice and darn right good marketing sense, I got so excited listening to it that I got in touch with Joe to try and get him on the show.

First and foremost I wanted to talk to Joe about some of the key ideas in Epic Content Marketing and in the show we discuss some of the strategies and tactics you need to know about when it comes to content marketing.

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9 Blog Posts You Should Be Writing

You need to be answering the questions and issues your target audience go online to find the answer to on your blog. Sometimes, however, it’s necessary to add a different flavour to the mix. Other kinds of posts can really bring traffic, build better relationships and get you noticed.

In this week’s episode of the Online Marketing & Communications Podcast, I talk through some of my favourite blog post types.

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My Best-Kept Secret to Make Your Business Irresistible Online

jj jmJon and I have been friends for five years now (thanks, Twitter!) but it’s only in the past six months I’ve gotten the “behind the scenes” view of how Jon approaches his business and his client work.

Recently I asked him, “How do you do it? How have you made your business so irresistible online?”

His answer was so good I knew I had to share it with you. Here’s the conversation we had.

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6 Secrets to a Successful Email List

email marketing

Everyone tells you, as a business, you must have an email list. An email list is everything. “It’s all in the list,” as the saying goes.

But then you look at your list and you wonder why a list is so important. Your list hasn’t done anything for you lately. You email your list regularly and tell them about special deals and offers. But you rarely hit the industry standard open rate of 20%, and fewer than 1% click through to your offer. The rate of new sign-ups equals that of unsubscribes. Just kind of dribbling along.

You must wonder what all the fuss is about. Here’s the answer.
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SEO, Promotion & Content Overload

content marketingGetting your content marketing seen online is getting harder. No doubt about it. I heard this week that the equivalent of everything that was ever published between the earliest publications and 2008 is published every 48 hours nowadays. Scary!

In Episode #114 I look at some of the changes that have taken place to Search Engine Optimisation (SEO), content creation and how important it is to work on the distribution of the content you are producing.

Click to Listen

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It’s Getting Noisy Out There

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How to Market a School

School brochure for the Chinese marketIn an increasingly competitive market it’s essential to market a school strategically to ensure a solid return on investment (ROI).

I regularly talk to principals and school boards who simply don’t understand how to:

  • get a positive message out to the community
  • communicate effectively online
  • reduce marketing budgets whilst increasing ROI
  • compete for pupils and highly qualified staff with other schools

How Do Parents & Pupils Find a School?

Traditionally it was enough to trust a school’s reputation and word of mouth to bring parents and pupils in to the school. It still, of course, counts a lot these days, as will excellent teaching, outstanding grades, and student care help build your brand.

But nowadays word of mouth has moved online; a lot of parents who are the key decision makers when it comes to the choice of schools are on Facebook. Social media discussions have become one of the biggest ways in which we connect with people we trust. As a result additional traditional marketing activities like sprinkling adverts in the local and or national press in key competitive marketings like the boarding school sector or private sector just aren’t enough.
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The Secret to Great Content Marketing

Rachel Parker, Owner and Chief Geek of Resonance Content Marketing, joins the show to talk content marketing.

rachel parker resonance content marketing

Rachel Parker

Content marketing can loosely be defined as creating and publishing content in order to acquire customers.

Rachel and I discuss the variety of forms we as business owners can use to market our services online including newsletters, video, ebooks, infographics,how-to’s, Q&A’s, photos, etc.

If you’re new to content marketing and aren’t sure how to get started then this is the show for you as Rachel outlines her own strategic approach and talks in depth about the benefits of email newsletters and the positive affect this has had on her business.

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