Amy Porterfield and Melanie Duncan are holding online sessions this month. They’re designed to help businesses use Pinterest to build sales. I’ve attended three of Melanie’s webinars so far. She really knows what she’s talking about. Her training is fast-paced and jammed with tips you can start using right away.
The combination of an abundance of online content choices and time-starved schedules has created a perfect storm for tuning out. We know we’ll be assailed by unwanted messages when we go online so we’ve learned to ignore all the extra stuff on our screens.
For example, do you remember the banner ad on the last website you visited? Probably not. When you search on Google, are your eyes trained to ignore the first 3-4 results on the page because you know that’s where the paid advertisements are? And how about all those email messages you delete without reading? With all this filtering going on, how’s a business supposed to get noticed?
Four Ways To Get Attention
I’ve got four solutions for you in this week’s online roundup. These videos will show you how to gain attention by being remarkable, being clear, being contagious (in a good way), and by understanding the reasons people share on social media.
The Curse of Knowledge – Derek Halpern
Marketers, employees, spouses… We all need to be able to communicate ideas effectively. Learn how the curse of knowledge can get in the way, and what to do about it. http://socialtriggers.com/sales-mistake-vet/ - 4 minutes
Making Your Content Contagious – Marie Forleo and Jonah Berger
Marie interviews the author of Contagious to learn about social currency and going viral. http://youtu.be/5q2JoXpfdZU - 17 minutes
Digital Marketing – Understanding Social Psychology - Allister Frost
Sharing is the currency of the social web. Learning why people use social and why they share is the key to getting through to your market. http://youtu.be/R2b9kfq7QwQ - 6 minutes
Have we chatted? Please feel free to send me an email or connect with me on a social site. You’ll find a contact form and links to my social profiles on this page.
Ahh, the blessings of insomnia. I might be alone on this one, but I’ve come to appreciate the benefits of not being able to sleep. Here’s the chain of thought that brought me to that statement of gratitude: Insomnia has taught me to fill my iPod shuffle with educational podcasts to keep me company until sleep returns, which is how I discovered some of my favourite authors like Todd Henry and Mitch Joel. It was their joint podcast that propelled me out of bed at 3:30 this morning to learn more about the sweeping changes hitting the world of marketing.
Which explains why I wrote this post…
I was listening to The Accidental Creative, Todd Henry’s podcast series born from his book by the same title. I haven’t read the book (yet) but it’s built around the pressures that come from having to be creative on demand and provides practical ways to discover creativity in ourselves and in our organizations.
The episode that got me out of bed so very early is entitled Mitch Joel on Rebooting Business and Life. Mitch Joel was already on my ‘most admired’ radar. For those who haven’t heard of him, he runs a digital marketing firm of about 100 staffers, does public speaking, publishes a blog post every day, produces one podcast a week, and just published his second book, CTRL ALT Delete.
Wow. That’s a lot of production. I wonder if Mitch Joel has insomnia, too.
The part of the conversation that grabbed me is about market segmentation and the mistake we make when we think about mobile and desktop as separate groups of people to appeal to. According to his thinking, by treating them as separate groups we’re doing a disservice to our public. I’m paraphrasing, but here’s the gist of it: People are going to interact with us in a number of different ways. There isn’t a mobile market and a laptop market and a tablet market. They’re all the same people; it just depends on the kind of glass they have in front of them in the moment.
Brilliant. And heretical. Everything I’ve read positions the mobile crowd as some sort of difficult-to-please horde moving about the planet, somehow evading marketing’s best attempts to capture their interest. That’s just one of the five ‘movements’ affecting business today. If you’ve got 23 minutes, listen to the podcast yourself. Whether you’re a solopreneur or a director of a large organization, I think you’ll find value. I’ve made it easy for you by posting a direct link on the graphic box below this text. You don’t need any special equipment or an account to listen to it. Please do come back and tell me what you thought of it.
It’s said that businesses complete 60% – 70% of the B2B sales cycle by doing online research prior to any contact with potential vendors. Fewer businesses are willing to invest in multiple discovery meetings with potential suppliers. By the time you get a call from a prospect, they’ve already fully scoped out their need and are entrenched in the selection process.
The shift away from traditional needs analysis or consultative selling is made possible by the availability of online information. Blogs are a big part of that. A corporate blog is the easiest, most unobtrusive way to attract and educate prospects.
If A Blog Is Such An Effective Business Development Tool, Why Do I Need A Newsletter?
Blogs are fantastic for establishing the company’s position as a thought leader in your industry. Well written posts work on your behalf 24 x 7. But if you stop there, you’re forfeiting half the touchpoints you could potentially enjoy.
Adding an opt-in newsletter gives you permission to reach out to clients and prospects on a regular basis. So while your blog sits passively on the ‘net ready to welcome new eyes, your newsletter takes a more active role by popping up as an unobtrusive reminder. Unlike a phone call, there’s no interruption associated with this contact yet you’re keeping your brand top of mind.
Mitch Joel and Robin Sharma start the weekly roundup with insights that just might change the way you look at your business. Then we’ve got an in-depth look at email opt-ins. Don’t underestimate this one — Michael Zipursky will give you real food for thought (I changed my mind twice about opt-in boxes while reading it). We’ll finish up with tactical advice from Rebecca Coleman, Melonie Dodaro, Anita Hovey, and Linda Daley.
There’s a special bonus in this “7 Blogs For 7 Days” as Rebecca’s post contains a video from Steve Dotto of Dotto Tech. So that make 8 experts in this weekly roundup instead of 7!
1. Mitch Joel of Twist Image presents his view of business opportunities created by rapid changes in media during a 25-min. video entitled Rebooting Business. Twitter link: @MitchJoel