Style of Business

pinit fg en rect gray 20 REMOTE: Office Not Required; Fostering Team Work + Productivity

remote book REMOTE: Office Not Required; Fostering Team Work + ProductivityAnother great business resource from the Founders of 37Signals, Remote: Office Not Required REMOTE: Office Not Required; Fostering Team Work + Productivity offers sound advice and strategies for utilizing the skills of remote workers. With an increase in freelance and consulting opportunities (mainly due to the Internet), this book highlights how remote work encourages unity and how to get the best quality work out of your team. More importantly, it offers ideas on how companies and business owners can wedge into the practice of hiring remote.

While it may be impossible for some industries to implement the practice, industries like design + coding, marketing, business + finance, advertising, music + film, healthcare and fitness can certainly benefit  (some already are) from hiring talented individuals not located in their immediate area. The thought of lower overhead and less distractions are well worth a second thought, especially when you find the right talent.

pinit fg en rect gray 20  “Tips on how to reach your Target Audience; and Tapping into their Buying impulse”


buying impulse  “Tips on how to reach your Target Audience; and Tapping into their Buying impulse”

Connecting properly in places where they hang out

Even if at the very beginning phase of your marketing campaign you are not ready to participate actively in all aspects of the hunt, knowing where they lurk is crucial. Websites like LinkedIn are becoming more and more popular to find where key groups of people are hanging out; but remember the good stuff doesn’t all happen just in one night. You may have to hang around for awhile and participate in conversations that are not always completely relevant to get the feel of these groups.

Placing targeted ads on LinkedIn would be optimal; but there are other ways to accomplish reaching out to your target market. As far as Twitter is concerned, when you first connect with a new user, you can always send them an introduction email that shows them what you do with a URL attached. Here you are getting into a sheer numbers game, but many product marketers gladly play it, and track its data.

Beware: if you go much farther than this during a first connection, all may not go well! Some of the basics of finding your target market on the internet involve waiting. This is the reason why many marketers have other streams of revenue in the early days; it is well worth the wait to reveal what you are thriving on, or wanting people to purchase. A savvy user and potential customer will hold you in much higher regard if you two chat about other business related topics before you play all your cards and tell them your business.

Even if you are desperate for more customers, the worst way to go about this is to give someone new your entire pitch at first, such as “I am in the business of personal coaching and mentoring. If you want, I can give you a free consultation ASAP!” If you take this route of presentation, you could very easily come off as desperate.

Making sure your plan is able to find and define the target
As far as web and mobile marketing goes, it is more crucial than ever to be involved in conversations about topics that are popular and somehow leaving your mark there. Some marketers think that it is so time consuming that they may not want to leave comments on blogs with their URL and signature, but these can steer you towards some new customers and following.

Even though sometimes budget will not allow, advertising on social media can be a big boost. Some argue that Facebook is not as effective anymore and losing its kick; but hordes of people do hang out there every day and buying ad space there is always bound to reward. Even though it can always change and be hard to nail down daily, the conversion of Facebook ads is about 4.3%, a pretty high value.

Once you have your own Facebook and Twitter pages for your product or idea, your own posts can build organic traffic that may create an even bigger buzz than paid posts, but generating some followers with the paid route is one important tool in the very beginning. If you think that you know exactly who is on Twitter and how frequently, think again; the fastest growing user demographic on the social media site is 55 to 64 year olds. Depending on what your product is, this may give you a whole new dimension of placing paid ads, or simply searching for folks in who you are following. When thinking about the weekends and how to reach your target market, keep in mind that as far as social media is concerned, the weekends are not dead; there is 17% more use and engagement during this time.

The practice of making a Venn diagram (especially if what you are marketing is a book) may seem simple, but can help you figure out your target market. Simplifying where your target market may be by watching where the lines overlap can really show you whether or not to have placement of extra pushes in marketing. It can also help you distinguish whether or not time spent on certain demographics is worth it; as even smaller parts of the circle are potential customers lining up for what you have to offer.

What’s under the cover?
Not just in the book realm but in many others, the cover can really do a lot of work for you in narrowing down your target market. If you are marketing a product that is a clothing line or even Smartphone accessory, you can show the types of people you are going after using it. One surprising fact is that the luxury market stayed a little more intact during the recession, some people who wanted to escape still did. Are you providing an oasis to escape, or a lower cost activity like a coffee show that may be visited with more frequency? If you are providing a lower cost activity or product, you will need to do more volume. This is absolutely possible, but something you need to know up front.

Once you find the target market and the folks that are most apt to buy your product, there is still a lot to be done; and any trends will affect you. After understanding the proper channels, research, and where your target market spends time, you are on your way to success. With proper customer service, SEO techniques, and other web maintenance, the sky is the limit for your brand of product.

As in the surf industry this year, there are still major shakeups in the marketing world, where no one is safe and fear can come creeping around the corner. From “suggested posts” on Facebook to other tactics in social media, there are other ways to gain momentum. Once your target market starts talking to each other about how much they like to use your product, you will be happy you took the time to seek them out, and engage them aggressively.

pinit fg en rect gray 20 Great books for Marketers 2014: “Inbound Marketing; Get Found using Google, Social Media, and Blogs”

inboundmarketing meermanscott Great books for Marketers 2014: “Inbound Marketing; Get Found using Google, Social Media, and Blogs”

This awesome book by Dharmesh Shah really nails down well the principle that reeling your customer IN instead of wasting so much effort putting together a message to push OUT is the way to go in this economy where technological awe is the norm. Improving your rankings in Google, getting more traffic with your own or outsourced writing, and using social media sites like Twitter and Pinterest are going to be mandatory skills forever now. The rules have changed so much that most businesses who don’t follow them will be lost trying the old fashioned, outbound methods. This book on getting found will fast forward you to productivity and show you the ropes on ways to get customers to find your products that are truly revolutionary.

pinit fg en rect gray 20 Startup companies to watch: Lyft

LyftCar logo Startup companies to watch: Lyft

As the premise of ridesharing becomes more and more popular and mainstream, the startup Lyft is going to become a bigger deal as of September when the California Public Utilities Commission legalized it. This app that connects ride sharing folks was described by USA Today with the phrase “You may be bumping into your next best friend”. You are known to greet with a fist bump, and folks love using it instead of public transportation. The drivers are DMV checked amongst other important swipes, and the focus is on social and safe providers of a ride in the congested cities of California. Slightly less and perhaps more personal than a cab ride, we think this may be a huge startup to watch in 2014.

pinit fg en rect gray 20 Inspiration from the presses: 10 ways to winning in 2014 from HuffPo

huffingtonpost logo Inspiration from the presses: 10 ways to winning in 2014 from HuffPo

Packed with great inspiration about the JOBS act, a “fearing Goliath” introspective and a “Breaking Bad” comparison, there are also a lot of short rules to live by and think about when starting or mastering a business here. Pretty inspiring copy about tightening of budgets, strategizing under the gun, and places to gain inspiration from, it’s above par for the standard list format and commands a strong work ethic and performance of the reader to succeed. The extra about digital detox and time away is also a great point to ponder in the current climate, and realize where your most important and rejuvenating time is spent.

pinit fg en rect gray 20 Creating a sense of Urgency for Your Product; making sure the Purchase is prompt

gamestop store line Creating a sense of Urgency for Your Product; making sure the Purchase is prompt

Why the rush?

In any climate, there will always be a desire to get the customer to want to buy the product offered quickly. Your main objective as someone who is offering a product is to create urgency to purchase so the desire does not go away. One thing that cannot be stressed enough is the amount to which consumers are bombarded! You may be offering something that is of complete relevance, and even on the verge of trendy (a great attribute), but if the buyer decides to procrastinate, they may forget they were going to make the purchase altogether. If what you are offering is of true quality, there are most likely buyers out there that are ready, but are just dragging their feet.

Marketing genius Zig Zigler even said once that “no hurry” was one of the tragic downfalls (or obstacles) hindering a great product’s sales results. Once a certain window of time filters its way through the sand dial, you may be headed down the wrong path to create emotion. One statistic that is incredibly relevant as far as the online realm is that 55% of all local searches are done with intent to buy. Therefore if you are in the business of having a purchase portal or shop online, it is always a great marketing move to give incentive to the first respondents, and lay the objective out well as a reward or freebie. In this age of hurried customers, it is always going to be beneficial to have proper search engine optimization as well, to be on the first page of search engines for the 55% of those shoppers who ARE ready to buy.

Some of the best Ways to create sought-after urgency

Finding out what really ails, or pains, your prospect is of grave importance. Whether it happens through demographic research, even taking note of comments on blogs, or seeing where your competitors are taking strides, you’ll be thankful when you master this task. It seems that only in the medical provisions or health fields that you would take to this practice, but one must look deeper. Areas like grocery stores, fashion, and auto manufacturing can all benefit from finding out what ails and pains your prospect; whether it’s long lines, lack of compassion, or poor customer service. One marketing guru on his blog tells us that “If you take fifty prospects at any given time, only one of them a month is really ready to buy”. Now, that may sound extreme, but people have a lot of different avenues that their money trickles down to.

Fear of loss as a motivator can work for you, although it may not be the same as the old trick of simply stating you have “limited supplies”. This is where you may use your advertising medium to ask the prospect questions, such as if they could live without certain amenities or durable goods. Using urgency on the day your product actually launches is also of incredibly high value in the marketing realm. It can be difficult to track results without metric software (and quite a bit of luck), but there are also tier sets of urgency that work well with restaurants, vacation destinations, or even merchandise like t shirts. You can state that the first ten buyers get the product at one price, the next 15 at another price, etc.

One thing that most buyers know is that they do not want an infomercial barking at them and making the sense of urgency so dire that it deafens any other of their senses. Yes, it can be done effectively, but digital marketing and of course tactics like Pinterest campaigns with colorful infographics are more appealing with the savvy users of today. One real challenge these days can also be discerning whether or not you have done something wrong in your campaign and urgency creation, or if you are just dealing with yet another dip in buying confidence.

There are basic fundamentals such as back to school and other seasonal marketing bandwagons that occur, and it is definitely getting harder than ever to gauge where these lines overlap into just sheer luck and consumer splurging. Although the infomercials of yesterday can be a rough guideline to creating a sense of urgency, there are plenty of mediums to do so. Once you can accomplish them proficiently, you will see an immediate reward; in the form of coveted (and potentially repeat) new revenue.

Tips on Creating Effective Product Messaging

by Keetria

Focus on delivering the whole nine yards In the age of multiple social media websites and opportunities for people to review you, there are a few cautions for the entrepreneur that could mistakenly drift into a bad message channel. For instance, if there is a promotion that you are running involving freebies or giveaways, don’t […]

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Great Marketing Resource: Give and Take: A Revolutionary Approach to Success

by Keetria

Readers of authors like Malcolm Gladwell will definitely enjoy this blend of what leadership, success, and the skill of simply having influence will show them. A focus on making sure interaction with others is your prime focus, and stories of those who remained behind the scenes while creating their success are heralded in this great […]

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Great app for Marketers: Statigram

by Keetria

Everyone knows that marketing on Instagram is getting to be the rage; you can truly develop organic traffic with it due to the ways in which people find your content. But what ways are available to track what’s happening, and make it fun, even? Statigram truly is “Instagram made more comfortable”, and also can integrate […]

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Tools + apps for Marketers: Consumer Barometer

by Keetria

IAB Europe and TNS partnered up with Google to provide this tool that gives guidance on past purchase behaviors and how buyers use the web to fuel their purchase whims and decisions. There was an Enumerator study and a consumer barometer study, and the consumers involved were polled heavily to provide an accurate sample. From […]

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