Insight, advice, news and chit chat

changes-are-afoot-september

Changes happen so quickly in our industry – the industry of marketing, social media and technology. New tools and apps keep being launched, add ons and upgrades, social media networks changing their minds all the time, new stats and insights, and social media success and failure stories for brands big and small.

Today, in light of our latest newsletter theme which is “changes are afoot”  – we will start with three (always a good number) which I believe are immensely relevant, helpful and useful.

I have a social media tip, a tool we use for task management at TLD, and a new way to think about your website. I hope you find these things as useful as I do!

digitalmarketingtruths

If you feel like things in digital marketing move too fast, you’re right. Things change all the time. I might spend ages creating a video on how to shorten URLs for Twitter and then a better way might come along, meaning I have to do that video all over. But there are certain things – thought processes, concepts, and cold hard truths – that are just always true – when it comes to marketing yourself, your business or organisation online. Here are 6 of them.

It’s not about making a sale, it’s about making an impression

subheadings

Your headlines may be catchy. Your writing may be amazing. Well crafted words, punchy sentences, and amazing insight into the minds of your reader.  But if your blog is longer than 150 words,  you need to add subheadings – or build them in as you go!

Big blocks of text can feel like a chore to read

People have so much media coming their way that they have to process quickly – they tend to put aside for later anything that will take them more than 30 seconds to process.

The solution: Break up your text with subheadings and bullets

Copy in a blog shouldn’t go more than 2 paragraphs without something to break it up. This can be an image, a bulleted list, an outtake, or a subheading.

One ultra important further tip: Use subheadings that have meaning

wendy-elodie

I love a success story – don’t you?

One such is the lovely Snowbizz – a family ski resort. Mum and daughter Wendy and Elodie came for 5 sessions with me – and as a result, completely transformed their marketing. Yay! I asked Wendy to write me a little bit about how the experience was for her, after our initial sessions. So most of this was written by Wendy – except for the questions! Below is Wendy’s wonderful Q+A interview:

personalbranding

We judge others online – so it’s fair to assume others are judging us online. And so often, when you Google a person, you find a lot of information about them that is probably not the full story. But yet, you must admit – you have made assumptions on people based on what you discover online about them. If this is true – then perhaps you need to do an online audit? Here are 8 ways to manage your online personal brand.

linked-in-marketing

Before we start this I feel it’s important to define marketing.

I like to explain it using the 3 Ms fo Marketing – Message, Medium and Market.

  1. Message – the beliefs you want people to have about you and the business you are in
  2. Medium- the channels you will be using to get your message across (Social networks, email marketing, direct mail, blogging, content marketing)
  3. Market – who you want to get your message to – usually your prospects, strategic partners, stakeholders, clients and people who would give you referrals
whycontentmarketing

To define this quickly – Content Marketing is basically creating unique content (written and visual) that sits on your site, blog and online profile and then can be shared on social media and via email marketing.

What websites used to be for

A website’s purpose used to be to inform people who you are in your business, what your services are, why your business exists, and how to get in touch. A truly great site would communicate directly to your audience in a way that makes them feel you really understand them. And it would never be confusing or cluttered or out of date.

At TLD we have been ensuring our websites are easy to navigate, clear, relevant.

But now there is so much more. In the last few years, almost all our sites have been designed with a blog, which is seamlessly integrated into the site. This allows our clients to update their own stories, team news, case studies and advice posts.

clients-linkedin

I was asked recently to outline the answers to a very specific question. When it comes to clients or potential clients – what is it they want to see on your LinkedIn profile?

Of course this depends on the person they are. Some of them will want to see you have 500+ connections. Some check out how many recommendations you have.

And these are things you can build up over time.

But here are things you can work on right now, on your own profile, and this works for anyone.

fundraising-marketing-strategy

I recently had a meeting with a lovely independent film producer who had produced a fantastic film which he was looking to raise money for. The film was borne out of true passion and a whole lot of hard work – and it is at the stage where the film can be watched (I went to a preview of it – amazing movie) and needs financial boost to get the film finished and out there.

Film fundraising is a lot of effort and it feels like you are hitting a brick wall – when the creating of the project in itself was such a big task, people can feel they are running out of steam and their efforts are meaningless if they cant get together that final funding.