Content marketing – Page 4 – Daisy Quaker is a Badass

How To Stop Interrupting and Start Connecting (in your Marketing)

There’s an old-school communications concept that explains how we connect. It’s pretty simple, it’s old, and it’s still relevant. What’s more, is it can have a powerful effect on your business marketing if done right.

This model communicates a powerful message to marketers and business owners looking to connect with their customers. It can help business owners create strategic internet marketing plans.

It basically looks like this:

So on one end is the Sender and on the other end is the Receiver. The message goes through a channel whether it’s in person, through writing, video, audio or through signals. The Sender creates the message (encoding) and the receiver takes in the message (decoding). And along the way is noise which can interrupt the message, change it, or affect how the receiver gets the message.

Business owners need to figure out if they are the sender, or the noise.

Is Your Marketing the Noise?

You can use this model in your business and how you communicate with your audience. Are you directly communicating with your customers who are getting the message or are you the noise that is distracting them from what they want to hear? Are you that annoying pop-up, or banner ad that they shut out to focus on what they are actually reading or watching online, or are you the direct message that their eyes focus on?

Think of it as a bad cellphone connection. You’re business is either the voice one on the other hand that I’m straining to hear, or the annoying static and interruption that cuts through the conversation. Change that.

Marketing Noise vs. Marketing Messages

A quick way to figure out if you are the noise or the real message is to look at how people receive your message. Are they in the middle of something else when you pop up, or are they already looking for what you offer whether it’s a product or service when your name pops up?

The right Google ad for example can be the message because I’m looking for a service that you tell me you offer. The wrong ad, say in the middle of me reading something, well that’s just a distraction.

The right e-mail message or blog post when I’m looking for say fun sweaters or great holiday gifts can be a welcome message. The wrong e-mail or blog that talks exclusively about your stuff and how I need to buy it can be, well, annoying and quickly ignored or deleted.

It’s all about how you market your business and what you offer.

How to become the Sender

1. Stop sending noise

The problem with being a distraction is everyone attention goes to biggest and loudest. Most adverts just pass me most of the time. The old model of advertising (or as I call it: Spend, Spend, Spend and Cross Your Fingers) might still work but it’s not the most effective model especially you’re your small businesses.

2. Find a channel that connects you to customers

If you look at it a lot of the new technology is about connecting people. We live in an connected world and getting your voice out through a channel like social media, blogging, video or even online advertising (Pay-Per-Click). There are more opportunities to find a channel that communicates to your customers directly. Find a method that works for you.

3. Start sending messages your customers want to hear

If it’s on a social media network post pictures or links that they would find interesting. If it’s through a blog or e-mail list, write or produce fresh content that they would gain from reading. Writing just about your products is boring. Produce work that centers around the reader’s eco-system. Do your customers watch certain shows? Or maybe follow trends? Or have particular hobbies and interests? Offer to write guest blog posts on blogs in your target market. Consider producing material that talks about things other than your offering.

No one wants to hang around someone who talks all about themselves, nor do your customers or audience. Like I said earlier, it’s really great what your product can do, but talking about it non-stop will bore your readers out. So be interesting.

Spend your efforts wisely, and think of yourself and your business as the sender. It will bring you closer to really connecting with customers.

Image credit: ChangingOrganisations.com

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About the writer: Daisy Quaker is an Internet marketing consultant. She loves helping small businesses grow through marketing and by telling their unique stories online. She writes about various Internet marketing tactics and strategies. Connect with her on Twitter, Google+ or LinkedIn.

Content marketing

Is your content mobile friendly?

The latest smartphone releases from Apple and Samsung are set to shatter sales records, and with almost half the American population on a smartphone accessing content on mobile devices is becoming more and more common.

Creating content that’s optimized to transition well from a laptop screen to a smartphone or tablet screen, can mean the difference between content that’s shared, or forgotten. It’s a transition that any blogger, content marketer, or small business owner should be ready to take whether they write blog posts, or e-mail campaigns.

So you want to catch the eye of your tech savvy readers? Here’s are five questions to ask yourself before you pen your next post.

1. Is your site mobile device friendly?

Borrow a friend’s device and check out the look and feel of your site on some common mobile devices. “It’s elementary my dear Watson” and it helps you understand how readers actually see your content.

WordPress offers plenty of mobile friendly themes. Next time you are shopping around for themes look to those that already support mobile devices and are pre-designed to fit on to different screens right off the bat.

2. Is it hard to read?

The iPhone screen ranges from 3.5 to 4 inches, HTC Evo is but 4 inches, and the latest Samsung Galaxy is almost 5 inches. Keep these guidelines in mind when figuring out how much or how little to write. Technical pointers like keeping your text at 13pt or above are helpful, but also break text into bite-sized chunks helps make your posts reader-friendly.

Your mobile readers most likely have a few short minutes before bed, the elevator, their coffee or next meeting to check your stuff out so keeping track of your word count, formatting your writing to include subheading or bullets helps them wade through your content easier.

3. Are there too many images?

Unless pictures are essential to your message, focus on writing that can paint the picture for your readers without the need for too many images. Figure out how to place images so that not too many are clustered in one area of the message. Pictures appeal to readers, but too many can bog your message down.

4. Where is your Call-To-Action?

A Call-To-Action is basically what you want your readers to do. Whether you are trying to get people to subscribe, place an order, tweet your post or call you for a consultation good placement can affect how appealing your request is.

The higher the Call-To-Action buttons are placed the more chances people will buy what you ask them to. Google Analytics recently launched a Browser Size Analysis tool within analytics that can tell you which content is above the fold to help figure out how your content is seen on different screen dimensions.

5. Do you have customized sharing buttons?

Want to tweet this post? Click here.

Most smartphone users will have their social networks integrated to their phone. It’s standard to having sharing buttons in each post, to take it a step further create a customized message that users will post. Services like Click to Tweet help your readers share your post with your own customized message (like this). Share the link within your story to make it as easy as possible to spread the love.

And that’s it! Five short and sweet tips to help you capture the heart of your tech savvy readers.

Image credit: Flickr- Jorge Quinteros

This post is part of a series on Branding and Social Media for small business, follow me via Twitter or join me via E-mail to receive your fresh copy of helpful small business online marketing strategies.

Daisy Quaker is an Internet marketing consultant, specializing in social media strategy, content marketing, e-mail marketing, connect with her on Twitter or LinkedIn.

Social Media

The New Currency and How It Affects Your Business

It used to be that money could buy you attention.

Spend enough on advertising ad promotions and you could badger people with your message, jingle, mascot, whatever.

Times are changing. The big guys can buy as many ads as they want, but with so many distractions one thing they can’t command as much anymore is our attention.

Yes, there are those that believe you just have to figure out how to advertise on the new media platforms, but in reality people tend to either ignore those ads or find them an irritating necessity to getting their free video, music or game.

How to Get Your Business/Products Attention

The new currency in today’s world is influence and trust, and it’s not automatically going to whoever spends the most. Instead it’s going to whoever can get the most authentic connection with people who genuinely care about what they are selling.

It’s marketing that’s not for the masses, there are just too many distractions. Today’s main target is the niche, because with just a small market of passionate fans you can go global.

Brand case study: BlackMilk Clothing

When leggings came back in style, you could get them for $10 at your local mall. They were not that hard to find. So how could an unknown one-man business from Australia, selling leggings at least $80 a piece, gain fans from all over the world in places as far and vast as New York, Thailand, Tokyo, Africa and Latin America?

Here’s how:

He grew a community of buyers through his blog that genuinely interested in and wanted to know about his products.
He included and appreciated this audience in his marketing which consists of uploading pictures of fans wearing the brand’s products through Facebook and Istagram.
He made his brand a cult item -avid fans were dubbed “sharkies”- and sold his products exclusively online. He even allowed the “sharkies” to sometimes vote for which pieces were brought back in the online store.

BlackMilk does not make products that cater to everybody, and it’s not trying to.

What the founder, James Lillis, understood is that the old method favored those with the most money to spend on mass advertising and promotions. He tried that and it failed. But with the right targeting he could get to the top influencers in his niche market gain their trust, and from there it trickled down to their followers who became his followers. Because of this people paid attention to what he offered, and trusted in his products and that brought in the customers.

The Empowered Marketer

Now more than ever you have a choice as marketer. You can beat the drum to an old tune and spend x amount of dollars advertising to get attention. Or you can grow that organically by allowing people to opt-in to your message and choose to hear what you have to say. You can build a geuine connection, and real interest by building a kid of trust that the old methods can’t buy.

It’s a new way of marketing that can apply to everything from a pastry shop to a clothing business. To command the loyalty and following that brands like BlackMilk have takes a more genuine and honest approach, not a catchy tune.

The top influencers in a niche market have something valuable that money can’t buy trust and loyalty. The takeaway for business, is to cut all the crap and tell genuine stories.

It’s that simple. But not that easy. Because it takes time, and effort and patience and the return on investment is not immediately clear.

But with the power that influence (convincing people to buy a product without having to advertise to them) and trust (genuine belief, connection and identity with your brand) have, it’s a currency that most businesses cannot afford to miss.

Tell your genuine story, appreciate your humble beginnings, and patiently grow your fan base one person at a time. Or find the people influencing your customers, and appeal to their genuine liking, and wait for the trickle down effect.

Trust and influence, that’s what buys you attention, that’s the new currency.

Image credit: Facebook-BlackMilk

Daisy Quaker is an internet marketing consultant, specializing in social media strategy, content marketing, e-mail marketing, connect with her on Twitter or LinkedIn.

Content marketing

3 Ingredients That Help Your Blog Market Your Brand

Every marketing plan is like its own recipe to concoct the perfect dish, an audience that’s ready to eat it all up. If used correctly, your blog can help make your marketing plan a killer dish.

Using your blog for marketing research

Your blog gives you a great opportunity to study what your readers are doing beyond just how many site visits you receive in a day.

A review of the analytics can help figure out what your reader’s need before they even state it. Marketing surveys are notoriously flawed because there is often a disconnect between what the person thinks they do, and what they actually do when they are not being judged. Your blog gives you the opportunity to study what your readers are doing in their own element.

Things like where ae they coming from, or what do they exit to, can shed some insight into their behaviour. What posts or pages do readers check out the most. What do they share or email the most, what do they not respond to. This can help tailor your posts to meet their needs, and answer your own question: what problems do your readers face, and how can you help?

Using your blog for marketing your ideas

Be careful, because it’s not about you, it’s about your readers. By making your posts useful and relevant to them you can lead them to trust you as a resource and have them primed to buy what you sell.

Avoid self-praising posts, show don’t tell your audience why you are useful to their lives. Think of your site traffic or online visitors as window-shoppers, if they see enough on display to entice them into the store, then they will give you their trust by opting into your mailing list, and allow you to talk to them further, pulling them into making a buy.

But remember, it’s not about you, it’s about your usefulness to your customers and audience.

Using your blog for customer service

On a podcast the other day I heard about how the Hilton concierge service once helped save the life of one man’s dog, by telling them a good vet to take the dog via Twitter.

That’s remarkable. The guy was not even a customer nor did he direct the question to the Hilton hotel, but it’s a service he will most likely never forget, and will share with his friends and family. That is a proactive marketing and customer service approach, your blog can do it too.

By reaching out to people posting questions or tweets with a solution that does not include an immediate buy, you can help them develop a good impression of your brand and some goodwill towards your business. If it’s exceptional enough perhaps they’ll spread the great experience they had, spreading the goodwill about your business, and their personal stamp of approval. That’s something no amount of advertising can buy.

Business have been built on blogging by understanding their audience. Starting your blog off with some good advice, building trust, an establishing a great reputation can take you further than any advertising campaign ever could. Blogging could be that secret ingredient to your special marketing sauce.

Image credit: Flickr-Mrs Magic

This post is part of a series that will get published on Content Marketing or Blogging, follow me via Twitter or E-mail to receive your fresh copy of helpful small business online marketing strategies.

Daisy Quaker is an internet marketing consultant, specializing in social media strategy, content marketing, e-mail marketing and internet marketing strategy, connect with her on Twitter or LinkedIn.

Content marketing

Dear Blogger, It’s me your reader

Quick, what 3 things do your readers care about?

Sure you have blogging strategy, an elevator pitch on what you write about, and a blogging schedule to get you publishing. But can you describe who reads your blog the same way you can describe your friends?

Talking about your friends, in real life, is easy. These are the people you go through life with. In blogging, your readers and subscribers are your friends, but understanding them is often skipped in favor of just writing fresh posts.

Great friends help calm fears, address concerns, amuse or solve a problem for each other. Poor friends just ramble about things their lives, events, opinions, business, leaving the other friend unfulfilled or dissatisfied, or worse feeling like they just consumed a load of junk food.

As a writer the challenge is to write good healthy stuff, that your reader will enjoy, and cater to their sweet tooth every once in a while. That is the type of content that gets shared, because it speaks to what your reader is all about. It’s the good healthy writing that spreads.

First, understand your readers

(aka The Good Healthy Stuff)

Who are they? What do they like to read? What do they do in their spare time? What magazines, articles, blogs do they follow? What kind of work do they do?

It can be as simple as taking a closer look at who is following your blog, by looking at your subscribers, or going on Google, Quora or LinkedIn, and looking up group discussions that talk about topics or groups you write for. What do your readers care about?

The best thing you can do for your writing is to understand what motivates people to read your work, and what motivates them in general.

Blogging benefit: You’ll be able to sprout off more topics that your readers will care about or genuinely want to read because it is content that speaks to their needs, and it adds value to their lives.

Second, write for your reader’s ecosystem

(a.k.a. The Sweet Tooth)

OK, so you understand that your reader care about “a” that’s why they read about it on your blog. But what else do they care about?

In my case, I care about internet marketing, so naturally I read on topics like copywriting, blogging, social media. But the interesting part is figuring out what else I care about. Since I care about Internet Marketing, then I am slightly above the average internet user, in that I look for ways to help market stuff online, so naturally I would know about internet memes, trends, and tech gadgets. I would also, for example, have some curiosity about reading so I would enjoy new books fiction or non-fiction, and news related to the internet marketing industry, like Google’s latest search engine update.

ANother example, if you write about home decor services, then your audience would be people who want to make their homes better. My guess is the bulk of the audience would be homemakers or stay-at-home moms. These moms, might also have kids, so enjoy planning kids activities, favor a healthy active lifestyle, look for bargain travel options for the family, and also enjoy gardening and such. So writing about topics in this ecosystem would be enjoyed by your audience.

Marketing benefit: Breaking out of the rut. There is only so many things you can talk about when it comes to one topic, but finding ways to creatively tie it in to topics your audience already cares about changes it up a little every once in a while. This can be applied to blogs, Pinterest or even tweeting with your audience.

Do you know your audience? Do you write for your audience’s eco-system? Your writing can only improve if you know who you attract, and what that person cares about. So write the healthy stuff that leaves the reader feeling better for reading, and every once in a while spoil them with a treat for their sweet tooth.

Image credit: Flickr- LstCaress

This post is part of a series that will get published every Monday on Content Marketing or Blogging, follow me via Twitter or E-mail to receive your daily copy of helpful small business online marketing strategies.

Daisy Quaker is a freelance internet marketing consultant, specializing in social media strategy, content marketing, e-mail marketing and internet marketing strategy, find her on Twitter and tell her what strategies work for your business.