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5 Steps To Stake Your Claim In The Digital Marketplace

Building a business or personal brand in the digital marketplace can seem overwhelming with all of the tools available and the vast number of “experts” offering differing opinions about what works. Things seem to change every day! However, if you start with the five steps outlined below, you’ll build a foundation that positions you for success for years to come regardless of the new tools or changes that might pop up along the way. 1. Set up Your Website as Your Core Branded Online Destination I speak about marketing and branding at events around the world and one of the first things I always teach people who are trying to build businesses or personal brands is the importance of staking your claim in the online space with a core branded destination. That core branded online destination should always be your website. A core branded online destination is the center of your online world. All roads lead back to it. When you comment on a blog post, publish a social media update, or publish a piece of content on your site or someone else’s site, readers should always be able to get back to your core branded destination through a link. This is how they learn more about you and decide if they want to engage with you further. Your core branded online destination should be your own website with your own domain name because this gives you complete control. If you use a Facebook Page as your core branded online destination, what happens when Facebook changes the rules about how Pages work or gets rid of Pages entirely? All of the work you’ve done to build that page could go down the drain! This doesn’t happen when you’re in control of your core branded online destination. 2. Extend Your Reach with Social Media Once your core branded online destination is established, it’s time to extend your reach. You should do this through social media. Set up a Twitter Profile, Facebook Page, and LinkedIn Profile at the very least. Other social media options that give you more opportunities to extend your online reach are Google+, YouTube, Pinterest, and Instagram. The list goes on and on, but these are certainly the most popular options. Start publishing and sharing content on your social media profiles and pages. Comment on the content that other people publish and be an active participant in the online conversation. This is how you stay top-of-mind with your audience and continually prove your value. 3. Prove Your Value with Content on Your Own Site You should also prove your value by publishing useful and meaningful content for your target audience on your own site. Do this on your blog so it’s easy for people to share your content and converse with you about it through blog comments. Most importantly, don’t write salesy blog posts! Yes, you can mention a product or service from time to time, but too much self-promotion will drive your audience away. Who wants to read one ad after another? I recommend to all of my clients that they use the 80-20 rule where at least 80% of your content should not be self-promotional and no more than 20% can be self-promotional. Stick to that rule and you’ll have an acceptable balance. 4. Increase Your Influence with Content on Other People’s Sites Once you’ve established your online presence, it’s time to increase your influence. The best way to do that is by publishing content on other people’s sites. You can do this on LinkedIn or Medium.com as well as through guest posting on other blogs. The important thing to remember is that you should never republish content on multiple websites because publishing duplicate content can negatively affect your site’s Google search rankings. Since many visitors to your website will come through Google searches, you don’t want your search rankings to go down. In fact, publishing duplicate content could get your site banned from Google search results entirely, and once your site is banned, it’s very hard to get back in. 5. Get Timely and Targeted with Advertising Now, it’s time to start promoting specific products, services, or messages to targeted audiences. Advertising on websites and blogs where your target audience spends time can be useful as can Google AdWords and Facebook Advertising. Keep in mind, getting good results from Google AdWords and Facebook Advertising can be difficult, so this might be an area where you want to invest in an expert to help you. Your ads should always be laser-focused — both on the audience and the message. Testing is extremely important to find the recipe for success, so don’t give up too soon! Plan on committing to at least a three month advertising plan before you make any hasty decisions to pull the plug.

5 Steps To Stake Your Claim In The Digital Marketplace

7K
5 Steps To Stake Your Claim In The Digital Marketplace

Building a business or personal brand in the digital marketplace can seem overwhelming with all of the tools available and the vast number of
“experts” offering differing opinions about what works. Things seem to change every day!

However, if you start with the five steps outlined below, you’ll build a foundation that positions you for success for years to come regardless of the new tools or changes that might pop up along the way.

1. Set up Your Website as Your Core Branded Online Destination

I speak about marketing and branding at events around the world and one of the first things I always teach people who are trying to build businesses or personal brands is the importance of staking your claim in the online space with a core branded destination. That core branded online destination should always be your website.

A core branded online destination is the center of your online world. All roads lead back to it. When you comment on a blog post, publish a social media update, or publish a piece of content on your site or someone else’s site, readers should always be able to get back to your core branded destination through a link. This is how they learn more about you and decide if they want to engage with you further.

Your core branded online destination should be your own website with your own domain name because this gives you complete control. If you use a Facebook Page as your core branded online destination, what happens when Facebook changes the rules about how Pages work or gets rid of Pages entirely? All of the work you’ve done to build that page could go down the drain! This doesn’t happen when you’re in control of your core branded online destination.

2. Extend Your Reach with Social Media

Once your core branded online destination is established, it’s time to extend your reach. You should do this through social media. Set up a Twitter Profile, Facebook Page, and LinkedIn Profile at the very least. Other social media options that give you more opportunities to extend your online reach are Google+, YouTube, Pinterest, and Instagram. The list goes on and on, but these are certainly the most popular options.

Start publishing and sharing content on your social media profiles and pages. Comment on the content that other people publish and be an active participant in the online conversation. This is how you stay top-of-mind with your audience and continually prove your value.

3. Prove Your Value with Content on Your Own Site

You should also prove your value by publishing useful and meaningful content for your target audience on your own site. Do this on your blog so it’s easy for people to share your content and converse with you about it through blog comments.

Most importantly, don’t write salesy blog posts! Yes, you can mention a product or service from time to time, but too much self-promotion will drive your audience away. Who wants to read one ad after another?

I recommend to all of my clients that they use the 80-20 rule where at least 80% of your content should not be self-promotional and no more than 20% can be self-promotional. Stick to that rule and you’ll have an acceptable balance.

4. Increase Your Influence with Content on Other People’s Sites

Once you’ve established your online presence, it’s time to increase your influence. The best way to do that is by publishing content on other people’s sites. You can do this on LinkedIn or Medium.com as well as through guest posting on other blogs.

The important thing to remember is that you should never republish content on multiple websites because publishing duplicate content can negatively affect your site’s Google search rankings. Since many visitors to your website will come through Google searches, you don’t want your search rankings to go down. In fact, publishing duplicate content could get your site banned from Google search results entirely, and once your site is banned, it’s very hard to get back in.

5. Get Timely and Targeted with Advertising

Now, it’s time to start promoting specific products, services, or messages to targeted audiences. Advertising on websites and blogs where your target audience spends time can be useful as can Google AdWords and Facebook Advertising. Keep in mind, getting good results from Google AdWords and Facebook Advertising can be difficult, so this might be an area where you want to invest in an expert to help you.

Your ads should always be laser-focused — both on the audience and the message. Testing is extremely important to find the recipe for success, so don’t give up too soon! Plan on committing to at least a three month advertising plan before you make any hasty decisions to pull the plug.

Susan

Susan Gunelius

Blog Author

Susan Gunelius is a 20-year marketing veteran and President & CEO of KeySplash Creative. She also owns an award-winning blog, Women on Business.


Website : http://www.womenonbusiness.com/

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Growing Social Media Trends in 2017: Know These to Increase Your Reach and Engagement

Overview of social media marketing The no. of people using the social media platforms is growing, so is the time spent by the people on various social media platforms. Some of the popular social media platforms are the Facebook, Twitter, Snapchat, LinkedIn, and so on. According to the statistic, the no. of active users on the Facebook has already crossed 1.9 billion, which is very close to 2 billion. Due to a large user base, many marketers are opting for social media marketing. Many social media marketers have been able to get a massive return on investment from their campaigns; however, there are also many people who have failed miserably to get anything out of their campaign. It’s because of their lack of strategy and knowledge of the current trends. Marketing is all about creativity, and to campaign creatively, it’s necessary to have some knowledge of the latest trends in the market.Here are some social media marketing tips to Increase Your Reach and Engagement. What are some of the social media trends you should be aware of? Many old trends have been replaced with the new trends, and the change is inevitable. Here are some of the social media trends you should be aware of in 2017. Live video streaming You may have already seen many celebrities and influencers posting live videos on their page and YouTube channel. This shows your audiences exactly what you’re doing in the current moment, and it also helps you to get on the spot comments and reactions. It has been able to increase the level of engagement on the post. The 14% of the marketers experimented with live streaming, and this percentage is expected to increase to 43% in 2017, according to the survey. Don’t miss out this feature provided by various social media platforms to get the most out of your social media marketing campaigns. Vanishing content The feature to allow you to share a vanishing content is just amazing, and it’s offered by both Snapchat and Instagram. You are allowed to share images that disappear after you view them, 10-second videos, and snap story (the story vanishes after 24 hours). The company like the Taco Bell got the most out of the Snapchat, as their content got over 250 million views in a single day, according to the case study done on the Taco Bell success. You can promote your contents in various ways to arouse your followers to view your contents with the help of this feature. Social media e-commerce As people are spending more and more time on the social media platforms, the popularity of social media e-commerce is also growing. The top social media platforms, such as the Facebook, Snapchat, Pinterest, and Instagram are already providing users various ways to purchase the products directly within their apps. The study shows that over 50% of the consumers browse social media platforms to keep track of the products for sale. Use this feature, conduct social media outreach to find right influencers to promote your products to further increase the sales of your product. Growth of chatbots Many companies are focusing on using chatbots because of its amazing features and affordability. It helps to improve your customer service. The tech giant like the Facebook along with many other companies is already integrating chatbots to take their customer service to the next level. The chatbot is expected to get even more popular in the future, and you will be very much likely to encounter much more smart chatbots in the near future. The chatbots are developed in such a way that they are able to solve many basic problems that are encountered by the customers. Nowadays, people prefer to get an instant answer through chatbots rather than through telephone line. Virtual reality The virtual reality is another trend in the field of marketing that is gaining popularity in the recent days. This technology helps to boost the engagement on the post via immersive and memorable experience. The story can be shared by the brands in a fascinating way, thanks to the virtual reality. The 360-degree virtual reality helps in making the video more realistic.  The VR headset or viewer can further improve the experience while watching the video. These videos can be smoothly viewed through any devices without any problem. The study shows that the 75% of the internet traffic will be represented by the video streaming, which is the reason it becomes more important to increase the quality of the videos. Conclusion The marketers who are well aware of the latest trends are the ones who are likely to get the maximum return from their campaigns. Many marketers have already started using these trends to increase their reach and engagement. The marketers who have not yet started using these trends are already left behind. Start using these trends, according to the requirement to see a big boost in the effectiveness of your social media marketing campaign.
Growing Social Media Trends in 2017: Know These to...

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Stakeholder Identification: A key to Project Success

Question: You are leading a project as a Project Manager for developing a Client’s new website. Neither your company nor your Client specializes in creating websites, yet this Client needs to be suitably impressed to ensure future business with them. Extremely stringent deadlines have been imposed for the completion of the project with both the Client and your organization losing dearly if there are any delays. The Charter has already been signed off and the Project Management Plan approved for this fast track project. It is agreed that frequent meetings along with reports shall be submitted to the Client to keep their personnel informed of the project’s status and highlight any potential reasons for delay much before such catastrophes occur. You have been able to keep the schedule and budget under control and the obligatory review with the Client is being planned. It is then you are informed that the entire effort may be cancelled because the specifications of the website are totally unacceptable to the Client. What is the MOST likely reason for this termination? Option Answers: The Client desired changes to the Project Management Plan that were not complied to. Level of commitment of the Client was not analysed The Client’s key stakeholder was not identified and involved in the project The Client was unhappy with the status reporting Well, before we discuss the right answer, do note that important pointers for solving long worded questions shall be discussed separately in this blog. The answer to the above Question is C It is very essential that all the key decision makers, influencers and their requirements are identified early in the project to ensure that they do not bulldoze a smooth-running project into oblivion as narrated in the above question. A single powerful influencer can jeopardise an entire project if not satisfied or due to the sole reason that he or she was not given due respect or attention (in comparison to his peers) on the project. Such seemingly minor things may come back to haunt you back and even damage your smoothly running endeavour! Even in the above question, if the assessment and identification of stakeholders was being carried out throughout the project, there was a good likelihood that the undesirable termination would have been avoided. Let us see in detail, Identify Stakeholders, first process in the “Stakeholder Management Knowledge Area”. Identify Stakeholders Stakeholders are identified as part of the project initiation, and this list requires to be reviewed and updated as the project progresses. The process involves identifying everyone remotely connected with the project (individuals, groups, or organizations) that could impact or be impacted by a decision, activity, or outcome of the project. It also entails analyzing and documenting relevant information regarding their interests, involvement, interdependencies, influence, and potential impact on project success. Identifying all stakeholders in the initial stage itself helps in better manageable projects as it helps in factoring all stakeholder’s interests at the planning stage itself. Obviously, in case any new stakeholders are identified subsequently and their requirements understood, the plans may need to be subsequently revised to accommodate those requirements. Identify Stakeholder Management Knowledge Area: Stakeholder Management Process Group: Initiation PMBOK 13.1   Inputs Tools and Techniques Outputs Project charter Procurement documents Enterprise environmental factors Organizational process assets   Stakeholder analysis Expert judgement Meetings   Stakeholder register   It is to be remembered that the “Identify Stakeholders” step is an iterative and recurring process and a glaring example of this is the fact that Procurement Documents are an input to this process. During the execution stage of the project, as orders are placed for external services and supplies, the finalised vendors become project’s stakeholders and a good amount of thought needed at that time is required to enable them to be handled carefully and their performance adequately monitored to eventually achieve a successful result. Do also remember that changes within a project for even within an organization (promotion of a Senior Manager to Director) may result in new additions to the list of Stakeholders or to the influence/impact of existing ones. Another reason for additions may be that the team may have simply missed stakeholders in the initial stage itself. Reassessing the list of stakeholders during the life of the project is vital in controlling and steering the project in a better way to achieve desired results. It is frustrating and immensely damaging to have new stakeholders and their requirements added late in the project as it shall probably result in changed requests and lead to inevitable delays and escalations in cost. Stakeholder Analysis The work of identifying stakeholders and analysing them is done not just by the Project Manager alone. The entire project team, in consultation with subject matter experts, project managers of past similar projects and even senior executives need to be involved in this. Records of past projects and data gathering techniques help in determining and analysing stakeholders. Stakeholder Register A document that assimilates all the information collected related to stakeholders is called the Stakeholder Register. It is maintained by the Project Manager and his team. All the information about stakeholders is compiled in this stakeholder register, an output of the “Identify Stakeholder” process. The template for the register is derived from the Organization’s Process Assets (OPAs). The Stakeholder Register may include each stakeholder’s name, title, role, major requirements and expectations, impact and influence, attitude about the project, classification and other relevant information that may be populated as the project progresses and more information comes in. The “Identify Stakeholder” process produces the Stakeholder Register that is an input to other processes: Sr. No. Knowledge Area Process Group Process 1 Scope Planning Collect Requirements 2 Quality Planning Plan Quality Management 3 Communications Planning Plan Communications Management 4 Risk Planning Plan Risk Management 5 Risk Planning Identify Risks 6 Procurement Planning Plan Procurement Management 7 Stakeholder Planning Plan Stakeholder Management   Input to Collect Requirements: The stakeholder register identifies who shall provide information about the requirements and captures major expectations of the stakeholders. Input to Plan Quality Management: The stakeholder register aids in identifying those stakeholders having a particular interest in, or impact on, quality. Input to Plan Communications Management: The stakeholder register provides information on which stakeholders have specific requirements by which project status and the issues need to be communicated to them. Input to Plan Risk Management: The stakeholder register provides details and overview of the roles of the stakeholders on the project. Input to Identify Risks: The stakeholder register is useful for requesting inputs from the stakeholders to identify risks and enable them to be involved in the risk identification process. Input to Plan Procurement Management: The stakeholder register enables appropriate plans to be finalised to manage procurement by providing details of the project’s external partners (suppliers and service providers) and their interests on the project. Input to Plan Stakeholder Management: The stakeholder register provides information needed to finalise the best plans for the effective engagement of the stakeholders. As seen above, the Stakeholder Register is an important input to several planning processes. Keeping a close eye and updating the Register as the project progresses shall help the Project Manager to understand the ever-changing needs of the stakeholders.
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Stakeholder Identification: A key to Project Succe...

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E-Mail Marketing Training: Potential Beyond 2017

No one can deny the fact that the internet is the most used and fastest medium to get desired information about the latest product or service available at the most reasonable price. Over the decades, it has become the most used medium to carry the information surpassing the use of traditional mediums. The growing acceptance of e-mail marketing is powered by the increasing access and dependency over the internet; today, e-mail marketing has become the integral part of any marketing plan. Sensing the potential in the coming years, numbers of people are turning to join the e-mail marketing training from the experts at frontier management consulting and training organizations. 5 Reasons to Join E-Mail Marketing Training: Whatsoever field you chose for the career development, it must have long lasting potential. In case, you are already engaged as a digital marketer, the e-mail marketing training will edge your proficiency and performance. The statistics collected from the difference resources confirm the scope to succeed as an e-mail marketing expert. Customizable Marketing With a Personal Touch: E-mail marketing allows to segment your target audience and to tailor the e-mails for different segments. The e-mail personalization helps you to addresses the concerns of potential buyers in particular segment; as a result, they feel more cared and connected with your brand /business. According to a research conducted by Adestra, the mails with recipient’s name in subject line are 22.2 percent more prone to be opened. Action Oriented: The email marketing is transactional by its nature. As a trained e-mail marketing expert, you can use this marketing skill to boost the traffic to the business website. When the e-mails are used as the part of marketing strategy, you get more inquiries enriched with high potential of conversion. Mobile Devices Keep the Buyers Searching: The use of mobile devices is increasing fast. According to Adestra’s 2016 Consumer Adoption & Usage Study, 55% more mails are opened on mobiles. Each mail gets the instant attention of recipient; it means, e-mail marketing delivers the results fast. E-mail Marketing is Measurable: When you plan e-mail marketing campaign with the help of tracking software, you can track the response for each mail from the particular recipient. It is easy to get true picture of the effectiveness of e-mail marketing. During the e-mail marketing training, you learn to make your e-mails more action oriented. E-Mail Marketing is Economic Despite being fast to deliver and easy to track, e-mail marketing is the most economic marketing tactic. It is the most suitable yet effective marketing tool for the businesses having low budget for marketing. According to a study by Forrester Research, 85% of US retailers accept email marketing as the most effective customer acquisition practice (2014 Shop.org/Forrester Research, Inc.). e-Mail Marketing Course: The scope of training, curriculum’s dimension, teaching methodology, exposure to practical conditions etc are the prime factors that you must compare before re-enrolling for e-mail marketing training. The essential elements of e-mail marketing course are – Introduction to Email Marketing                Using Email as Conversation Tool Emails Creation                                                 Landing Page Incorporation Mailing List Creation                                       Blacklist and Spam Use of Esps                                                         Metrics, Measurement & Improvement… Learning in groups with plenty of opportunities to handle the projects independently makes the e-mail marketing training a specific skill development exercise. The participants learn to plan and execute the targeted e-mail campaigns most effective marketing tool to generate quick traffic, inquiries, and database. 5 Tips To Excel As a Certified E-Mail Marketing Expert: According to several recent survey reports, almost 72 % consumers say that emails are the most preferred choice for brand communication & here’s the Research based E-mail marketing tips that works. The trend seems good for your success but it makes the task challenging also; therefore, you need a smarter approach to grab the subscribers attention: Use Interactive emails highlighting particular topic Create easy to read and scan e-mails with visual excellence Use dynamic content to personalize the e-mail Place CAT (call to action) buttons at the top of e-mail Automate the welcome email – the businesses using automated welcome mails get 53% better conversion rate.
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