5 Things to Learn About Your Target Audience

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This week’s show is all about reaching your audience and the kind of strategies we can use to improve the way we communicate.

So many of us that work with content marketing lose sight of who our target audience is and what makes them unique. We also struggle to find ways to communicate effectively with them. Sometimes I think you need to step back and just go through the simple things.

In the show I look at some of the things I personally find useful. For example, we can do research online to track down not just the problems our target audience go online to solve, but also the kind of language they use to talk about them. The product reviews on Amazon are a great insight into different segments. For example, if you’re selling products that someone like Amazon sells you should definitely be trying to learn as much as possible from your target audience and what they reveal about themselves on the site.

My favourite anecdote from the show though has to be a client of ours who we recently persuaded to try Olark – the chat service that we use on this site. Through Olark they were able to talk directly with visitors to their site and remove some of the friction that was deterring people from purchasing.

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Get Targeted Traffic – The Key to Digital Marketing

There’s no point in investing time and money in digital marketing and content creation, whether it’s social media. blogging, video, podcasting or digital information products, unless the traffic you drive to your website is targeted.

Time and time again clients push for us to help with SEO to get them onto the front page of Google, create podcasts, videos or written content all with the specific aim of “getting more traffic”.

Whenever we sit down to talk data all the questions are about “hits” or “page views” instead of looking at the most important data: conversion rates. [Read more…]

The 4 Best Digital Marketing Platforms for a Consulting Business

It’s easy to drown in the different forms of digital marketing out there if you’re running a consulting business. Because time is precious, particularly if you work as a consult, juggling every aspect of your business, you need to focus on doing what’s imperative – not just helpful.

To help keep things simple but effective, here are the content marketing platforms I think you need to include in 2013 as part of your strategic online marketing plan.

1. Blog.

Do not ignore the power of a blog. They help get you found in Google and other search engines, generate leads and give prospects an insight to your core skills. What’s more, a blog is full of personality. If you write in a tone of voice that reflects just who you are instead of “corporate speak” you’ll show customers a personal side of who you are. This is important because we do business with people, not businesses.

Get a blog right and it will bring new customers to your door. If you’re thinking of starting a business blog or have let yours go on hiatus too long, check out this post on what makes a great business blog.
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What David Bowie Can Teach You About Online Marketing

2013-1-7-david_bowie_thin_white_duke-533x363I was excited by the news last Wednesday that the Thin White Duke, David Bowie, had decided to strut his stuff all the way back to planet earth in a rock & roll rocket ship, powered with a hefty dollop of stardust.

The news of a new Bowie single and album was massive.

Everywhere I looked there was Bowie. All the Swedish press were covering it. It was all over Twitter. I saw it was in the British, American and Norwegian press too. Fans were quick to celebrate and even the reviews were positive.

Not bad for a musician who hasn’t released anything in ten years.
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7 Ways to Measure Digital Marketing Success

New to business blogging or just struggling to make key strategic decisions? This podcast looks at the kind of metrics you could or should be tracking to give yourself the best chance of succeeding with your digital marketing.

Listen to the show here:

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Mentioned in this week’s show

And before you go!

If you like this podcast, please leave a review on iTunes.

Or why not Subscribe to the Podcast RSS feed or subscribe via iTunes. You’ll get every episode of the show absolutely free. [Read more…]

How to Optimize Your Facebook Fan Page for Business

With Facebook the third biggest country in the world, it’s likely that you’ve thought of setting up a Facebook Fan Page for your business – if you haven’t done so already!

Is your business on Facebook?

The trouble is just going out there and starting a Facebook Fan Page because “everyone’s doing it” isn’t a good enough strategy to start with. From a business point of view you need to think about how it will help you reach your business goals.

When talking to clients a few key goals come up time and again which can be summarised with the following statement: We want to get into Facebook to:

  • “build community”
  • “give our business a personal, less anonymous touch”
  • “drive traffic to our website”
  • “sell more stuff”

and so on.

Given Facebook’s Terms of Use, you can’t use Facebook Fan Pages to sell directly (yet!) so let’s examine the other categories for the purpose of this post.

Building a Community Around Your Business with Facebook

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Content Marketing Tips: Don't Forget the Ebook

How’s your content marketing strategy going?

Now that the fanfare about the iPad has died down you might want to think again about working on an e-book. I’m sure interest in e-books will increase once again when the iPad starts shipping.

content marketing blogging ebook

Time to update my ebook, I think!

I’m personally already a big fan of ebooks: I read a lot of them as a way of keeping up-to-date with new and emerging information. Just in the last week or so I’ve enjoyed e-books on WordPress SEO secrets, Web 2.0 marketing, Content Marketing, blogging, as well as working out at the gym. Each book was an indication of the skills and expertise of its creator and did a lot to persuade me of their worth. I’m now following several more authors blogs and twitter accounts as a result.

I’m convinced a quality ebook should be part of your content marketing strategy and will really benefit your business.

Here’s four reasons why I think e-books should be an integral part of your business’s content marketing:

E-books can show your strengths

It’s hard to cover a lot of ground in a single blog post. With the extra space an e-book allows, you can compellingly and visually establish thought leadership with an e-book and connect with potential. Sure, a quality e-book may well cost time and effort to produce but they’re a great way of showing what you know. One of my recent favourites was a presentation that was ported to Slideshare and worked as an excellent ebook discussion of whether corporate blogging is dying.
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