Firstly, I’m running my Client Intensive marketing workshop next week.
I’ll be covering the latest approaches that are working well right now, as well as helping clients build out the marketing foundations.
It’s designed for my private clients, but I have a few guest tickets reserved for business owners on track for $100k+ in yearly revenue.
If you’d like to apply for one of these tickets, please reply with the word “Workshop” and I’ll share more details.
Next up, here are a few articles I was interviewed for recently. I’ve copied the parts with my insights, but not the entire article. I trust you can glean a few nuggets in each.
Perfecting the virtual handshake (in Commercial Property Guide). Visibility online should be a key focus for any business given current events, says marketing coach and CEO of Bluewire Media Adam Franklin.
“We can’t see people as much as we did in the past which means increasingly the only way people will see us is through the screen, whether via social media, email or some other way,” he says.
“That’s our virtual handshake now so we need to be visible. “ Likewise, keep an eye on what goes on above and below the surface of your digital approach.
“Above the surface can be marketing posts on social media or publishing content through consistent channels.
It covers anything like graphics, video, text only documents and of course it makes total sense to repurpose these to post across the channels you’re using like Instagram and Facebook.
“Below the surface – the things nobody sees – are the private messages and outreach to grow your network. This is where most of the commercial outcomes take place. So if a business can be growing their network and starting conversations privately with these people – that’s where they want to be.”
Mr Franklin’s number one tip is to pursue email marketing with a passion.
“It is hands down the most effective form of direct marketing,” he says. “Too few people have a focus on building their email lists and then regularly following them up. An email list is an asset you actually own – whereas your list of followers and friends on social media channels can be lost overnight because they change their rules so often.”
Read the full article:
Customer experience optimisation: 4 ways to get to “pay” (In The Black – CPA’s publication)
Be reassuring CEO of Bluewire Media and digital marketing expert Adam Franklin argues that, while people have grown accustomed to buying online, they still worry about their money being stolen or about receiving a substandard product for which they won’t be able to get a refund.
“Consumers who are reassured they won’t be ripped off are less inclined to abandon carts,” Franklin says.
He advises SMEs to reassure consumers by doing the following:
1. Provide social proof
“This can be anything from text and video testimonials from satisfied customers to celebrity endorsements, to 5-star reviews from your Google My Business page to a list of the industry awards your business has won to an ‘In the News’ page displaying the media coverage your business has received.”
2. Address financial concerns
“Consumers want to know they can get their money back, with a minimum of hassle if what you’re selling doesn’t live up to their expectations. “The reason smart operators highlight the fact that they offer a no questions asked, money-back guarantee is that it reduces the likelihood of consumers panicking when they reach the final stage of the shopping cart check-out process.”
3. Offer a human connection
“Consumers like to know they have the option of chatting to a human. “Most of the time, they will never use your helpline. But they are more inclined to buy from you if they’re confident they can get on the phone and have a real-time conversation with an employee or representative if any issues arise.”
Read the full article:
Remember, hit me up if you’d like to join me for next week’s marketing workshop, reply with the word “workshop”.
CEO – Bluewire Media
Author of Web Marketing That Works
PS. When you’re ready, here are 4 ways I can help you grow:
. Our flagship 1-page tool we co-created with David Meerman Scott. It’s been downloaded over 1 million times and featured on Forbes.
4. Work with me directly: Book a Growth Session and we’ll explore how you can build a ‘marketing engine’ for your professional consulting business.
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