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Do company marketing people do anything useful?

Experiment with content formats

The next rule among our company marketing do’s and don’ts concern experimenting with content formats.

Your activity shouldn’t end up on written posts and pictures. Some content formats were a thing in 2019 and continue to be relevant in 2020. Think about:

  • Videos. Depending on your audience and goals, consider different video formats like backstage (to demonstrate the process of creating a product), DIY, tutorials, product reviews, and so on. Instagram even introduced the IGTV feature in 2018 to get a piece of YouTube’s pie and stimulate users to produce more video content. Learn how to get started with YouTube marketing in 2020 in our recent guide;
  • Checklists and infographics. Social media isn’t a place where people expect direct sales, so useful content is a great way to engage with your audience and show that you care about them;
  • User-generated content. User-generated content (UGC) is a great way to get social proof that your brand is in demand and popular. Learn from Bath and Body Works, Zappos, Apple, and other brands that pick the best pictures of their followers and repost them with credits.
Do company marketing people do anything useful?
Do company marketing people do anything useful?
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What exactly is digital marketing?

What is digital marketing?

The process of selling a product or service through market research, including marketing advertising. Digital marketing is the use of digital media and digital technology to manage the sale of products or services online / through the Internet. And one of the types or methods we use for marketing is digital marketing.

Why Digital Marketing?

The current era is the era of information technology. In this age of information technology, we are all moving forward with technology. With the change of time everything is becoming technology dependent. And with the development of this information technology we can do any work very easily. And with it we are able to adapt over time.

As before we had to go to the market to buy any product. Now we can easily buy and sell products at home as we wish. And marketing using this method is digital marketing.

How to do digital marketing?

There are many ways to do digital marketing. However, there are some methods that we must use in the case of digital marketing. So today we will learn about the most used topics in digital marketing.

SEO (Search Engine Optimization)

Online advertising

SMM (social media marketing)

Email marketing

Approved marketing

Content Marketing

SEO

SEO is an acronym for Search Engine Optimization. Defined in Bengali, SEO is a set of rules / strategies that a website can get more visitors / traffic from different types of search engines (Google, Yahoo, Bing etc.). And the only reason to bring more traffic or visitors is to bring our web site to the first page of search engines. And when our website appears on the first page of search engines, the number of visitors to our website automatically increases.

SEO can usually be divided into two parts.

In Page SEO

Page SEO Off

What you say about your website is on-page SEO, it is called technical SEO. And what others are saying about your website is off-page SEO, also called link building.

Suppose you searched a search engine for a product or typed a product name. Then you need to understand that the websites that appear on the first page contain the product you are looking for. And we can think for ourselves. Suppose we have created a website on a specific topic. Now, if someone searches for any product or information on our website, our website comes on the 10th page of the search engine, but no one will go to the 10th page to find the product. Of course, you will see the first page. And for that we need to increase the traffic / visitors to our website and follow the right methods of search engine optimization.

Online advertising

The advertising we do online is basically online advertising. Online advertising is not like traditional advertising.

There are different types of online advertising, e.g.

CPC (cost per click)

CPA (cost per purchase)

CPV (cost per visit)

Display ads

CPC is a form of advertising that runs as a promotional marketing message to customers. And how much money or dollars an advertiser pays for each click in exchange for his ad.

CPA means the cost per purchase, which means the online marketplace will give you an income if you can complete an action. And revenue is basically, and revenue in Bengali means income or income. This is a new online advertising process.

CPV means cost per view. CPC, CPA is an online advertising system. Each ad provides an ad revenue based on how many or how many days it has been viewed.

The display ad is basically a digital version of the promotional billboards or banners that we see along the way. And these are done through Google AdWords.

Social Media Marketing (SMM)

We use a wide variety of social media like Facebook, Twitter, Instagram, Google Plus and many more. We call this social network or social media. We use these mediums to communicate with each other or with many individuals or organizations. Marketing using this social media or the method we follow is called social media marketing.

Again there are 2 types of social media marketing.

For example

Paid marketing (promotes pages or groups with money).

Free marketing (via posts or comments on public groups and public pages).

And each of these social media has a different system or method of how to market. Nowadays social media can play a huge role in the development process of any organization or organization.

For example

A good relationship is formed with each other.

Feedback is available on a variety of products or services. Because of this instant response we can easily determine the error of our product or service.

We can discuss any issue with each other. And if anyone has a question about something, we can answer it directly.

Learn how to improve a service or product.

There are many things that we have no idea about but we need to know about those things, we can know about them.

Email marketing

Email marketing is a specific process or method by which an organization collects emails from those who are involved or interested in these topics to reach their specific goals and sends different types of promotional emails at different times.

And two things are important for email marketing:

Optin form

Email marketing services

And email marketing is not possible without considering these two approaches.

Optin form

The Optin form informs you via email where the company offers a commission on a particular product or offers a free product or service.

Email marketing services

When an organization sends emails to more than one person, it sends emails through email marketing services or similar software. Email marketing software is typically used to send emails for all these purposes.

Popular email marketing software is:

Aweber

Mail Chimp

Get feedback

And companies like certain things for email collection.

For example

ebook

Cheating tips or agency sheets

Free webinar

Coupons etc.

And these problems are especially seen in e-commerce technology or e-commerce websites.

Approved marketing

Affiliate marketing is a marketing method or system where we do not have our own products. If you buy the product, you will get some money from there as commission.

There are basically 3 things involved with affiliate marketing. And the things are:

Businessman or advertiser

Networks (Click Bank, Commission Junction, Amazon Affiliate)

Publisher

Merchant or advertiser

The job of the merchant / merchant is to determine their product and select the product when the market demand for the product is good.

Network

Merchant Rye is usually connected to these networks, they share their products on all these online based affiliate network sites. Some popular affiliate network sites.

For example

Click Bank

A sale of shares

Amazon Affiliate

ebay

Market health

Publisher

Those who search for these products from the affiliate market are called publishers and asked to sell these products on their own website or page.

Content Marketing

By content we usually mean different types of blog posts, videos, e-books, etc. When we market a content online it is called content marketing.

The amount of online marketing:

Web page

Blog post

Podcast

Slide

PDF, e-book, book

Image

Videos etc.

The biggest problem with content is that you have to create content for digital marketing. Even search engine optimization, social media marketing requires content everywhere. Impossible without digital marketing content.

The bottom line is that if we are thinking about digital marketing, we must keep the above points in mind and follow all the steps correctly.

What exactly is digital marketing?
What exactly is digital marketing?
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Is Quora good for your company marketing?

Yes and no.

Yes because:

  • In Quora, people ask questions and they expect those questions to be answered. People are not asking to be served adverts. What they are asking are answers to problems or questions that they have. So the best way Quora helps you in your marketing is when you choose to be of genuine help to the person who raised the question. Isn’t that what marketing is all about? Solving people’s problems when they need them solved? It may happen that he or she may not be your customer yet. But what you may have is a highly engaged prospect who will quickly fall through the funnel if you are genuine and authentic. 
  • Also Quora is the place where analyzing the answers to questions that related to your business can help you gain insight into what is going on inside potential prospects’ head. By being active on Quora during and before you start developing your product, you can potentially find out if your customers are discussing problems that you haven’t realized yet. Imagine how explosive that could be. Ins’t that what co-creation of products all about?
  • In marketing, it is important to know who you are marketing to and what defines them. In short, you need to know your buyer persona. Quora is probably the best place to research a buyer persona (before you have real customers, of course) that is best matched to your product’s target customer.
  • From search engine marketing perspective, it certainly helps when you leave links to your blog or content that helps answer the questions. You get genuine back links that come from authentic source. Helps in your ranking and PPC as well.

No if,

  • You intend to make Quora your primary source of leads.
  • You want to solicit customers through veiled adverts.
  • You want to use Quora as a platform to distribute your content to generate more “views” or visitors.
  • You are the only person on the marketing team. You would be better off with other marketing mediums to start with.
  • You do not have content team or a community manager who can genuinely look into Quora as a consumer research and nurturing platform.

Quora is a very powerful marketing tool. Only if you know the kind of company marketing it is powerful for!

Is Quora good for your company marketing?
Is Quora good for your company marketing?
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main strategy for company marketing

Company Marketing strategy:

It is defined as the steps or the ladder taken to make a successful plan or a strategy for the ongoing operation. Marketing strategy is the most important aspect where the blueprint of the whole marketing is decided.

Whether it is connected with the planning of resources or the coordination or it can be controlling the operation, marketing strategy plays an important role in any organization.

Some of the core elements of the strategy are:

  1. Planning
  2. Staffing
  3. controlling
  4. organizing
  5. evaluating

Marketing strategy needs to be focused as this will increase the product reach and gives us feedback regarding the product. Some of the marketing strategies are:

  1. Competitor analysis:
    Competitor analysis is an important part of the strategy development where you need to be aware of what are the measures your competitor is taking to grow the market.
  2. Location and layout:
    Location and layout are the important aspects of a strategy where location helps to know the locality and clientele whereas layout helps in the blueprint and design.
  3. Market awareness:
    As a part of marketing, one should know the market of their product and how they can introduce their product to the existing market.

There are other types of strategies also which are helpful for a brand to build its own strategy:

  1. Direct selling:
    This can be through the door to door services or maybe through direct interaction also like b2b or b2c.
  2. Social Media Marketing:
    This is one of the most effective strategies where customer engagement is very high and you get to see new followers and allow them to give you feedback regarding the same.
  3. Paid Media Advertising:
    Paid media advertising is an amazing technique where leads are generated on the basis of the audience targeted and chances of conversions are very high.
  4. Word of mouth:
    Word of mouth is an effective strategy that helps to explain the strategy and the need for the product. Word of mouth is also beneficial in reference to marketing.
main strategy for company marketing
main strategy for company marketing
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What is company marketing?

Company Marketing is complex. It is not just sex and slogans. It’s about putting the right product, at the right price, at the right time, in the right place. Those are the essentials, and referred to as the 4Ps of marketing (product, price, place, and promotion).

Modern company marketing can take many forms: content, inbound, outbound, sandwich board on the street (is that still a thing?).

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” -The Chartered Institute of Marketing

Marketing is multi-faceted, with its many elements working in harmony to deliver the goods.

The many arms of marketing include:

  • Public relations
  • Brand management
  • Market research
  • Marketing communications, which can be further divided into digital marketing, social media marketing, direct (mail) marketing, and traditional channels like print, radio, and billboards.
  • Sales
  • Customer service

Company Marketing can be B2C (business to consumer) or B2B (business to business). It can be pushy or pully (to coin a new phrase).

Much like a cryptozoologist looking for Bigfoot, it can be hard to find the right tactics and formula to get what you’re after. That’s when the amateur gives up. But that’s not you, is it?

What Company Marketing Isn’t

Company Marketing is not sales. Yes, it leads to sales by getting the word out there through branding and advertising, via both the written word and images, and then luring prospective customers in, but a marketer is not the one to actually interact with the sales lead—that’s the job of the sales person in the sales department.

Company Marketing is also not creative nor does it belong in the content department. Again, marketers work closely with these departments by sharing the analytics and insights they’ve gained from the information and research they’ve produced, but a marketer is not the one to actually produce or design the content.

Company Marketing is not easy. Many companies—and especially small businesses—make the error of doing all their own marketing without any know-how. That could work, providing you have someone who knows what they’re doing—like your very own Don Draper. But most brands just starting out don’t have that luxury, so they must go it alone. You can do it – if you have a map highlighting all the booby traps.

What is company marketing?
What is company marketing?
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some of the best company marketing practices for startups

Starting a business is exhilarating. Unfortunately, the “build it and they will come” theory doesn’t hold much weight and those overnight success stories you hear about are often the result of behind the scenes years of hard work. Simply put, startup company marketing is a unique challenge often times because of the limited resources, whether it’s time, money or talent.

You have to be sure every effort, no matter how small, is well-planned and flawlessly executed. And to make it even more difficult, the traditional marketing strategies don’t always work.

Startup marketing is a whole different science. How so? The secret is properly combining the right channels: Content Marketing and PR.

So, starting from the beginning, here’s the complete Startup Marketing Manual.

Foundation

Before you start laying bricks, you need a solid foundation. A successful startup marketing strategy follows that same principle. Before you jump into marketing your startup, make sure you have the following bases covered.

1. Choosing a Market

It’s easy for startup founders to believe the whole world will love their products. After all, founders eat, sleep and breathe their products. The reality is that only a small portion of the population is interested in your product.

If you try to market your startup to everyone, you waste both time and money. The key is to identify a niche target market and go after market share aggressively.

How do you choose a market? There are four main factors to consider:

  1. Market Size – Are you targeting a regional demographic? Male? Children? Know exactly how many potential customers are in your target market.
  2. Market Wealth – Does this market have the money to spend on your product?
  3. Market Competition – Is the market saturated? As in, are their many competitors?
  4. Value Proposition – Is your value proposition unique enough to cut thru the noise?

2. Defining Keywords

With a clearly defined market, you can begin building a keyword list. You’ll use the keyword list primarily for blogging, social media and your main marketing site. Essentially, you want to build a list of words or phrases that are highly relevant to your brand. Ask yourself this: What would someone type into Google to find your startup’s website?

Start with a core keyword list. This is a list of three to five keywords that completely summarize what your startup does. For example, Onboardly’s core keyword list is: customer acquisition, content marketing and startup PR. Your core keyword list should be based on your value proposition. What is it that you’re offering customers?

Tip: Your core keywords make excellent blog categories.

Now you’ll want to expand your core keyword list to include secondary keywords. Secondary keywords are more specific. Take “content marketing”, the core keyword from earlier, for example. Secondary keywords might include: corporate blogging, blogging best practices, email marketing how to, etc.

Use free tools to find the keywords already sending traffic to your website. Then run your core keywords through Google’s Keyword Tool and Uber Suggest. The best keywords found through those tools will be identified by low competition and high traffic. In other words, a lot of people are searching for them, but few results are displayed.

3. Defining Success

Success is different for every startup. Maybe success is 500 new signups per month for Startup A while Startup B thinks success is $50,000 in revenue per month. Whatever your idea of success may be, define it early and define it rigidly. Write it down or send it to the entire team. Just make sure everyone you’re working with knows your definition of success and is prepared to work towards it.

Be sure to stay consistent. It doesn’t matter if you’re defining success by signups, revenue, profit or anything else you can think of. What does matter is that it’s tied to real growth (no vanity successes) and that it’s measured the same way each month. For example, don’t define success as 500 new signups one month and then $50,000 in revenue the next. Pick one definition and commit to it.

4. Setting Core Metrics

Just as you shouldn’t indulge vanity success, you shouldn’t indulge vanity metrics. Eric Ries refers to working with vanity metrics as “playing in success theatre”. While vanity metrics are appealing, if only to your ego, they are useless. They are not tied to real growth, meaning you won’t know if your startup is a roaring success or total flop until it’s far too late.

Be sure your core metrics are accurately measurable and specific. For example, let’s assume you’ve defined success as 500 new signups per month. You might measure the conversion rate of three calls to sign up. The idea is to have a few highly valuable metrics based on actions taken throughout the customer acquisition funnel (e.g. signups, newsletter subscriptions, eBook downloads). Don’t try to measure everything. Focus on the key indicators of success.

Tip: Record baseline metrics right away so you can easily determine your growth.

5. Estimating a Conversion Rate

The next step is to assign conversion rates and values. Consider newsletter signups, for example. 100 new newsletter signups per month could be incredible growth if your conversion rate is 20%. That is, if 20% of your newsletter subscribers become paying customers. If your conversion rate is closer to 1%, those 100 newsletter signups might be insignificant.

Estimate (based on historical data) your lead conversion rate. Now do the same to estimate the lifetime value of a customer. If you know how many of your leads convert and how much those conversions generate for your startup, you can assign values to goal completions like newsletter signups. $2,500 per month from your newsletter is a lot more indicative of success than 100 new newsletter signups.

6. Setting a Budget

At the end of the day, it all comes down to the money. How much can you afford to spend on your startup marketing strategy? Remember that while inbound marketing leads cost 61% less than outbound marketing leads, they are not free. Set a budget early in the game and accept that limitation.

“57% of startup marketing managers are not basing their marketing budgets on any ROI analysis.”

More importantly, carefully plan how you intend to divide that budget. Maybe your blog has been your most powerful tool to date and you want to invest 40% of the budget on it. Or maybe you want to spend 35% of the budget to develop a new eBook or online course. Just be sure you have the logistics settled before you start spending (or you might just lose your hat).

Social Media

Social media is one of the most popular ways to promote your content and reach influencers. Since a great content promotion plan brings potential customers to your website and influencing the influencer can generate thousands of new leads, social media is invaluable to startups. Of course, there are a few tricks to get the most out of it.

1. Choosing the Right Social Media Networks

Startups tend to choose the social media networks they engage on without much strategy. The two most common mistakes are trying to master every network and trying to master certain networks just because the competition is doing it. If all of your competitors are on Facebook, Twitter and LinkedIn, you should be too, right? Maybe, but maybe not.

Facebook, Twitter, LinkedIn, Tumblr, Reddit, Pinterest and now Instagram, are some of the most popular social networks today. All of them can be great content promotion and community building tools, but they all have unique characteristics. Facebook, for example, is typically powered by your existing customers who enjoy visual posts like pictures and video. Twitter, on the other hand, is often powered by potential customers who respond well to links (e.g. blog links).

Each social network ‘works’ differently, as in, how the community takes, interprets and digests your sharing and content varies. Reddit is often referred to as a very guarded network and detests spammers. Unlike twitter, here you can’t just schedule various messages every day. The content you share in Reddit has to be specific and unique to the categories you choose. Reddit, like other networks, requires a slower approach. You can’t just jump on, run some ads and expect people to upvote all your content. Be mindful of the network and community you are trying to reach, it may not be in the social space you first thought.

Tip: Consider the demographic of the social network itself. Take Tumblr, for example. Tumblr caters to a young, laid-back audience that loves sharing inspiring quotes and funny pictures. If you’re targeting this audience, don’t spend your time on LinkedIn.

2. Defining the Best Times to Post

The idea that there is a perfect time to post a tweet or Facebook update is a myth. If you’re targeting teenagers, mornings and nights might be the best times to post during the school year. During the summer? That’s a whole other story. There simply is no universal “perfect time to post”. There are, however, some best practices (according to Dan Zarella).

Facebook:

  • Saturdays are best.
  • 12 p.m. EST is the best time to share.
  • 0.5 posts per day is the best frequency.

Twitter:

  • 5 p.m. EST is the best time to get a retweet.
  • 1 to 4 link tweets per hour is the best frequency.
  • Tuesdays, Wednesdays, Thursdays, Saturdays and Sundays are best.
  • 6 a.m. EST, 12 p.m. EST and 6 p.m. EST are the best times to tweet in terms of clicks.

3. Using a Keyword List

Now it’s time to put that keyword list you created earlier to good use. When it comes to social media, you’ll use your keyword list to maximize your engagement efforts. If you’re marketing an online shopping club for families like MarilynJean, you’ll want to ensure you’re having family and shopping focused discussions on social media.

The easiest way to do this is to use a social networking management tool like HootSuite. That way you can setup search streams of your core keywords. Using MarilynJean as an example, one of their streams might be for the keyword “online shopping club”. They’ll be able to monitor all of the conversations happening around that keyword and join in. More importantly, MarilynJean will solidify a reputation in the space.

Tip: Use your keyword list to help target any online ads you may be running.

4. Creating and Using an Influencer List

As mentioned above, one of the best marketing techniques online is to influence the influencer. It will take a long time for your startup to develop a highly influential relationship with thousands of people. Instead, focus on connecting with the people who already have that influence.

“78% of social media users said posts by brands influenced their purchase behavior moderately or highly.”

For example, MarilynJean might look to connect with a famous celebrity mother via Twitter. If that mom loves what they’re doing for families and tweets about them to thousands (if not millions) of loyal followers, MarilynJean will see a huge surge in both followers and traffic.

Tip: Journalists and community leaders are great influencers as well. Don’t limit yourself to celebrities, who can be very tricky to connect with.

Build your influencer list with a bit of market research. Start by finding popular blogs in the space. Who writes for those blogs? Who owns them? Search for your core keywords on Twitter. Who appears in the results? Who are they following?

Remember that a high follower count is not always a good indication of influence. Look for how engaged their followers are and their follower to following ratio.

5. Setting Up a Blog

Setting up a blog can be quite simple. It’s a matter of downloading the software, uploading it to your server and following the setup instructions. WordPress, for example, is free and offers many amazing plugins. One for example, is Yoast SEO. Start by installing Yoast, a SEO plugin that will help Google and other search engines locate and rank your content. (Other great plugins include Akismet, Calendar, and featured posts) Then, setup the basics like blog categories and tags.

Once the back-end of your blog is ready to go, think about the curb appeal. How does your design look? Ask a professional designer to help you design your blog or give it a small revamp. Then invite ten friends to check out the design and offer feedback. You’ll get a feel for the aesthetic appeal. Remember, design is important as it relates to user experience, but it shouldn’t be all consuming. Your blog is about publishing really great content, at the right time to the right people. Your design should simply enhance that experience.

Be sure your design is also functional. Ask yourself these questions:

  • If I stand back and squint my eyes, does my call to action still pop?
  • Do I have search functionality?
  • Do I have social media information and sharing functions (e.g. Twitter feed, Facebook plugin)?
  • Do I have a blog subscription and RSS feed option?
  • Do I have featured images on my blog’s homepage?
  • Do I have social sharing buttons on each blog post?

Note: While WordPress is not the only blogging platform, it is one of the most widely used.

Startup PR

PR remains a mystery in many startup circles.

When’s the right time to tell people about your startup? Is there value in getting early coverage on industry blogs? What message is going to resonate with writers? How can you maximize the press coverage you do get and translate it into sales? Should I hire a PR firm to help me out?

The good news is it doesn’t need to be such a mystery. Fundamentally, it all boils down to this:

  • What to say.
  • When to say it.
  • Who to say it to.

1. Craft Meaningful Positioning Statements

Much like a great elevator pitch should lie in the mind of any entrepreneur, a series of engaging positioning statements is vital. And while constructing two sentences may seem easy, crafting effective statements is quite the challenge.

Start by identifying what the product is and how it will affect others. Think of the product as the solution created to solve a worldwide problem. This is an important measure to remember when marketing and selling the product. Don’t think of it as selling a product. Think of it as solving a problem. Lastly, who will care about your product?

  • What is your product?
  • How will it affect others?
  • Who will care?

Positioning statements combine these three key factors into two sentences that are used to market the product and pitch it to the media. To ensure success, it is important that these statements not only articulate what the product is capable of, but that they clearly describe its value proposition as well.

2. Define Your Startup Sensitivities

“Keep your friends close and your enemies closer.” – Sun-tzu

By identifying competitors’ strengths and weaknesses, one can better understand how to market one’s product as better. Why is their solution to the universal problem their product solves better than those before it?

Be creative. Use spreadsheets, visual imagery or lists. Harness all of the information available on the product and its competitors, and study it. Look at each closely and determine strengths and weaknesses. If there are others who have an edge, then look at an angle where they are lacking.

Creating “the next social network for penguins” might be your ultimate passion, but be conscious of the fact that you’ve got a remarkably short span of time to engage writers when pitching them. Focus on the one (or two) strongest aspects of your value proposition (what your customers love about you most) and lean heavily on those hooks to gauge media interest.

3. Identifying the Right Writers for a Media List

The importance of identifying who will care about the product is not only relevant in terms of crafting positioning statements, but in identifying the right writers for a media list as well. Any media outlet employs a number of qualified writers capable of telling the story, but you should be careful to pitch only writers who will be the best fit for your product. Though time-consuming, this simple step should never be overlooked.

Determine key media outlets of interest then search for stories with similar themes or relevance to your own. Look at the writers who’ve covered those stories.

Always pitch the right writer for your story. For example, if your product is exclusively for iPhone, don’t pitch a journalist who only reports on Android products.

“Build your network before you need them.” ~ Jeremiah Owyang, Partner and Industry Analyst at Altimeter Group

Once you have identified the writers to connect with, utilize social media to engage with them. Build relationships and ask of nothing. Set up private Twitter lists of the writers of interest, and actively respond to them and retweet their posts. Make friends with them!

Relationships with writers are not always easy to build, but the effort to achieve them can mean great story coverage and the opportunity to be covered again in the future. Even if you are not in a position to leverage journalists or writers, you should still be connecting and making those relationships. In due time, they will always benefit you and your startup.

4. Creating a Press Kit

The key to a successful media launch is rooted deep within a killer media kit. Begin by identifying the items needed:

  • Media Advisory
  • Logos & Screenshots
  • Founder Bios & Photos

A media advisory should include all major points that are important to the product, the company and its success. It should include how the product is changing the world and why it is important. More importantly, it should be written and directed towards who will care. The “pitch” should be included in the headline and/or the first paragraph of the release. This is an excellent opportunity to use your positioning statements from earlier.

Include brief and necessary background information on the company and its founders. Enough to offer a taste of the team behind the product. By offering quick stats at the end of the media advisory, writers are given a brief snapshot of the company. Include:

  • Company Name
  • Website
  • Twitter Handle(s)
  • CEO & Co-Founders
  • Launch Date (if applicable)
  • Fees (if applicable)

Be conscious of time restrictions or sensitivities. Is there an embargo present or a set launch date and time?

Remember, most writers will merely skim a media advisory. By ensuring that a media advisory is tight and effective, you’ll increase the chances of story coverage.

Always offer the media options to use as supplementary visuals to accompany the story. Include company logo(s) and relevant screenshots of the product. Anything that offers a glimpse of features and capabilities is appreciated.

Provide a brief biography of each founder and respective photos. What is the driving force behind the company and how have their beliefs shaped it to become the success it is now? Include any tidbits of information that writers could use.

An important takeaway is that your press kit can be your ultimate weapon in securing great coverage. We recommend using a personalized Dropbox folder or Google Drive for each journalist you approach so that you can easily share by inviting them to the folder. It’ll also confirm when they join or view the folder – confirming interest – and hopefully that a story is about to be written.

5. Reaching Out to Journalists

Engagement with journalists prior to reaching out is key. When interacting with writers beforehand, you should request to send information on a story that may interest them. As previously mentioned, by building a relationship first, this request doesn’t come off as insincere. Writers may still decline, but by continuing to build on the relationship created, you could potentially convince them to accept in the future.

Content Creation

With a blog setup and your PR in full swing, it’s time to kick content creation into high-gear. Managing a blog and other forms of content can seem daunting, especially to not-so-great writers. Fortunately, four little steps will give startups the information they need to get serious.

1. Creating a Topic List

You’ve got a good looking blog designed and a great content promotion strategy, but something’s missing. Oh right! The content.

Before you dive right in and start writing, create a topic list. The perfect topic list is based on your core keywords for SEO purposes. Using your core keywords on your blog builds your startup’s credibility with search engines. Start by brainstorming ten topic ideas around each of your core keywords. Where possible, use your keywords in the titles, but not where it feels unnatural.

With between thirty and fifty topics, you can start thinking about writing. But first, put all of these ideas into a calendar. When will each be published? Who will write them? Are any of them in progress? A blog calendar helps you track your topics from conception to completion. Gantt charts are often shrugged off, but for the purpose of properly managing an editorial schedule, they are extremely helpful. Check out the multitude of templates and spreadsheets available for free online like: 90-day calendar, a Google Doc template, or these free guides from Bob Angus.

Tip: Be sure to add descriptions to your topic ideas. You might not remember your main points when you go to write the post three months from now.

2. Knowing What Types of Content to Publish

There are four main types of content to be published (excluding blog content). Like social networks, each one has unique advantages and disadvantages. Consider your options carefully, always keeping your target market in mind. And remember: don’t try to do a little bit of everything right away.

  • eBook/Guides: Information products are huge. Offer a free eBook in exchange for a name and email address. Just like that, you have a new lead. You know they’re interested in your product because they were interested in the eBook and now you have their contact information. Now, follow up. Ask their opinion of the eBook and open the door for conversation.

“Information products have the best margins. If you can get them into a subscription, then you’ll have monthly reoccurring revenue.” ~ Dan Martell, Founder of Clarity

  • Webinar: Hearing your voice and engaging with you live gives your customers (and potential customers) a sense of ease. Webinars capitalize on this! Cross promote your webinar on your blog. Also, have someone on your team live tweet during the webinar using a custom #hashtag. At the end of the webinar, after providing real value to the attendees, post your contact information. It’s a simple, interactive way to generate new leads.
  • Newsletter: Email marketing is far from dead, despite what you might have read. Make subscribing to your newsletter quick and easy. Don’t go overboard with your email blasts though because if you overuse the connection, you’ll lose it. For the same reason, you’ll want to ensure every newsletter offers real value and is not just an excuse to push a new product. Try offering a discount, a promotion, industry news, or a contest – whatever!
  • Video: If a picture is worth a thousand words, imagine how much a video is worth. Keep it simple by having an explainer video created or by shooting an introduction video. Put the video on your startup’s homepage and/or blog. You might be camera shy, but statistics show that most people would rather watch than read.

3. Guest Blogging

Guest blogging is vital for startups. First of all, guest posting on a popular blog is a great way to build your reputation in the space. Second, having someone influential guest blog on your startup’s blog is an easy way to drive traffic.

Start by looking for outgoing guest blogging opportunities on the top blogs that are writing for your target market. Most blogs will accept guest posts openly, so look for a writers’ page or contributors’ page. If you’re having trouble, track down the blog owner or editor on social media. Ask to email him a first draft of your blog post idea. Just make sure it’s high-quality and 100% original.

Once you’ve built a reputation, it will be easier to find influencers willing to contribute to your startup’s blog. Create a writers’ page of your own or reach out to select influencers individually via social media or email. When the guest post is published, be sure to ping the contributor so she can promote the post to her whole network.

4. Capturing Emails

Email subscription has been mentioned a few times already. Capturing emails can be divided into three categories: email submits, newsletter subscriptions and blog subscriptions. Email submits could come from eBook downloads or similar offers. Newsletter subscriptions are just that: people interested in reading regular updates and content from your startup. Blog subscriptions are straightforward as well.

Email submits and newsletter subscriptions are best managed by tools like MailChimp, which allows you to easily send well-designed custom emails to leads. Blog subscriptions, on the other hand, are best managed by tools like Feedburner, which allows you to automatically notify leads when you published new blog content.

Test and Iterate

By now, your marketing strategy is in full motion. Of course, no one gets it perfect on the first try and there’s always room for improvement. That’s where testing and iteration comes into play. Remember back to the core metrics and definition of success from earlier. Keep those two things in mind here.

1. Setting Up Analytics Tools

The key to measuring success is a great analytics tool. If you need a no-frills solution, check out Google Analytics. It’ll give you the basics and, over time, you will learn to master the somewhat complicated behind-the-scenes mechanics of it. If you want something more user-friendly and advanced, tools like KISSmetrics are always available.

Your experience setting up your analytics tool will be different depending on the solution you choose. However, all analytics tools will have you insert a snippet of code on your webpages, which allows them to track visits and events. Be sure to look for analytics tools that are committed to preserving fast load times, like Measurely. Some codes leave visitors waiting for the website to load, which can increase bounce rate dramatically.

2. Measuring Against Benchmarks

Earlier, you recorded your baseline metrics, which you’ll use as benchmarks going forward. Ideally, you’re measuring week over week and month over month growth. If you make the mistake of waiting for solely month over month data, you could be too late. Each week, compare your core metrics to the week before. Some give and take is normal. Each month, do the same. Here, you should look for consistent growth.

“If you can’t measure it, you can’t manage it.” ~Peter Drucker, Management Consultant

When you see significant growth or decline, be sure to attribute it to some event(s). For example, a tweet that went viral or a newsletter that was a huge disaster. Isolate what you did differently and either replicate it or avoid it going forward. Don’t just measure your data – act on it!

3. Brainstorming Creative New Ideas

While tweaking what you’re already doing is great, coming up with brand new ideas is even better. It’s not enough to only iterate and optimize what you’ve been doing. The most successful startups are always trying creative new things. Maybe a social contest, a funny video, a new online course, a clever PR angle – the list is endless.

Many of your new and innovative ideas can easily fail, but the few that succeed will be well worth it. Never get complacent! As a startup, the name of the game is agility, flexibility and thinking forward.

Best Practices

What are the industry experts saying? What are the top startups doing? Here are three startup marketing best practices.

1. Sell the Solution

Too many startups focus on the problem instead of the solution. It makes sense, of course. Founders design a solution for the problem, which makes the problem a founder’s first love. Unfortunately, it’s the solution that appeals to potential customers. Realistically, there are hundreds of products that could solve the problem of, for example, low productivity. What makes your solution the perfect choice?

2. Have a Compelling Story

Storytelling is a powerful sales tool. Just ask Seth Godin! If you have a compelling story, use it. How did you come up with your solution? Did you struggle in the beginning? Are you still struggling? Use your story to differentiate yourself from the competition. Startup marketing is all about the customer and establishing an authentic relationship. Having a relatable story to tell is a fast-track.

3. Use All Your Resources

Your team is arguably one of your biggest marketing tools. Their passion for what your startup is doing is called evangelism. Use it to your advantage. Send them out into the world excited to tell your startup’s story to anyone they meet. But don’t stop there. Ride the buzz from a trending topic by writing a blog post on it or creating a video about it. Run a contest around a major holiday to drum up some hype. Be sure you’re not overlooking any marketing resources, big or small.

some of the best company marketing practices for startups
some of the best company marketing practices for startups
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What should everyone know about company marketing?

1. Company Marketing is not mere selling. Marketing is a series of activities that connects a product with its customers. The activities include:

  • Identifying who the customer is and the various segments of the customers
  • Identifying the needs of the customer to help build the right product
  • Deciding on the pricing strategy
  • Setting up the distribution channels to act as the bridge with the customer
  • Creating the communication strategy that conveys the values of the product to the customer

2. Companies don’t sell products or services. They sell benefits. It is very critical that marketers understand the difference and communicate them appropriately. For instance, a restaurant that thinks it is in the business of selling food, is likely to commoditize itself. Restaurants sell experience. Banks sell safety. Car companies sell convenient transportation.

3. The fundamental goal of the marketing department is to prevent a product from getting commoditized. Commodity businesses don’t need any marketing and they don’t have any major advantage than other companies selling the same product. For instance, most customers are unlikely to see much difference in different brands of milk, vegetable oil or sugar. To get out of commodity trap, a company can do the following:

  • Make it convenient to purchase. For instance, a gas station near a freeway exit could get more customers than then one in the interior.
  • Add an element of trust and customer relationship. For instance, a bank that creates an aura of trust can get far more customers than the one in a shady location.
  • Make it available at the right time. A bottle of water sold in a hot beach is likely to earn more margin than the one sold in a convenience store.
  • Create a constant differentiation. Until Apple entered the market, smartphone market resembled a commodity where everyone was producing the same functionality. Then came iPhone.

Thus, the four rules to avoid commodity trap are: convenience, trust, availability and differentiation. With this, any product can achieve an “unfair” advantage.

4. Traditionally marketing was seen as a product oriented approach. Thus, marketers used the Classic 7 Ps: Product, Placement, Price, Promotion, Physical Space, People, Process — these define how a product is connected with the customer. Think of a traditional marketing strategy and you will likely find emphasis on these 7 elements.

5. Since 1990s, the 7Ps are giving way to 4Cs where the shift is made from product to the customer. Modern 4 Cs: Customer, Cost, Communication and Convenience. The emphasis is on communicating the right stuff to the right customer, in a convenient and cost efficient way.

6. Branding – One of the critical parts of marketing is creating the branding elements that directly communicate the product to the customer. Think of “Just Do It” and you will immediately associate with a quality athletic shoe. Branding implicitly conveys trust and quality assurance, and can help a product achieve sustainable profits. For instance, two major companies are able to sell sugar water with soda at a sustained advantaged through an elaborate brand management.

What should everyone know about company marketing?
What should everyone know about company marketing?
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Advertising Agency Company Marketing Internet Marketing Service Marketing Agency

the best company marketing strategy that you have ever heard of

I would say that Affiliate Marketing strategies really work. You can create free traffic sources to drive to affiliate products and service that you already know/like/trust.

How To Become An Affiliate Marketer

It has never been a better time to become an affiliate marketer. A simple set of steps can help you immediately start your business today!

Step 1: Find products/services that you know, like and/or trust

The best place to start is look at the products you currently use, the types of services that you like and basically the company’s that you already know and trust. You want to promote things that you believe in.

You have all types of these companies around you right now. Look at what you buy and use for different ideas. Any product or service works!

The main thing to remember is that you have to be authentic. If you are being fake, don’t actually believe in the product or otherwise are untruthful, it will only drive the customer away. As humans, we can sense on a deep level if someone is trying to sell something to you. When you don’t even know the product you cannot credibly promote it.

Pro Tip: Digital products commonly have affiliate commissions of 50% of higher. This is due to the reduced cost to replicate the product.

Remember you are only promoting a product/service that you truly believe in it. That is the first requirement before you personally recommend it to your audience.

How do you pick the right product to promote?

  1. We promote products from people that we know/like/trust.
  2. We also only promote products/software/tools that we actually use or have got some kind of great value from.

Step 1 Homework: Come up with a list of products and services that you use and like.

A simple google search for affiliate programs will show all types of options for you. I keep hearing about Keto and low carb diets. Let me take a simple Google search for Keto Affiliate programs:

(I haven’t used any of those programs in the photo, I am just using this as an example)

Step 2: Find the affiliate link to promote from the product and/or services

When you are creating your content you want to connect the review, testimonial or walkthrough, you use an affiliate link that connects the customer to the product you promote, so that they can purchase the item.

I’m going to use Amazon, as an example of an affiliate program. The actual name of the program is called Amazon Associates and you can sign up for free to promote your own affiliate links.

Step 2 Homework: Find an affiliate link for one of the products you use.

Here’s a quick tip if you don’t know how to spot affiliate links. You can recognize affiliate links by the long tail “/ref” at the end of the website address URL.

(This is how you know it’s an affiliate link)

Amazon even lets you shorten the full link, so that it’s easier to use.

Remember that if anyone follows this link to the product, Amazon will give you a commission on the sale.

Step 3: How To Provide Your Audience with Value

Imagine you are buying a new grill for that Keto diet you follow. You want to start grilling to add a new flavor to your foods. You can certainly just write up a short review of the grill and put your affiliate link in the content.

BUT…. Ask yourself what would make you want to buy that grill more:

  1. A blog review of the grill, or
  2. A live presentation of the grill???

Spoiler alert: NUMBER 2 IS THE ANSWER!

The live presentation works so much better than a static blog post. Seeing someone use the grill and having genuine enthusiasm shows how you can use the features of the grill in the best possible way.

Webinars are great way to show a live presentation, but they require a bit of structure to set up. Instead of having to set up a whole webinar you can easily use your phone to show your audience the product you are promoting.

The Trick Is You AREN’T Doing A Hard Sell.

Consider and come up with common questions to answer regarding the product. Then answer these questions.

Use this simple outline to come up with an outline:

  1. List the product features
  2. List the benefits and drawbacks (cost, time, etc.)
  3. List any case studies of the products and review their opinions
  4. Write down your personal history with the product.

Step 3 Homework: Use all of this information to come up with a basic outline, it doesn’t have to be a complete script, but rather the point is to think about the product. This give you the information you can convey to your customer.

You want your audience excited about all the product features. This excitement is actually the soft sell and it occurs naturally if people spend the time to hear you talk about the product. You don’t have to force anything, it’s easy to sell when you actually like the product.

Step 4: Create Traffic For FREE with social media

Most people have social media. It doesn’t really matter what platform you use (YouTube, Facebook, Twitter, etc.), but he important thing is that the platform is free.

Step 4 Homework: Create a video on your phone.

  1. Use all the earlier steps to come up with your outline.
  2. Speak from the heart.
  3. Perfection is not real, the most important thing for you is to get it DONE.
  4. Post the video on your social media outlets and put the affiliate link into the description.

Step 5: Bonuses

How can you provide value to the product or service. How can you fill a gap that the product needs? How can you provide something that helps the customer who buys this product.

For a perfect Bonus example let’s use the Keto meal plan affiliate program.

  1. How could you help fill holes with the product?
  2. Does the plan include a grocery list of keto friendly foods,
  3. Can you show exercises that will help someone lose weight,
  4. Can you provide a step by step plan for better sleep at night, so you don’t eat late at night?

You are looking to provide value above all else to the customer. Anything that you can provide to compliment the program and provide even more value.

A real simple way to provide this value to a person is by creating an infographic with Canva online. It is a completely free design website with templates and free image search.

The easiest way to provide this bonus to your customer is to add something like this text into the video or post: “For a special bonus, that you can only get from me, email me a copy of the product receipt and I’ll send you the exclusive bonus”

Step 5 Homework: Create a piece of value to give to your customers and update the description of the FREE social media traffic driving post.

Conclusion:

You are an affiliate marketer the moment you start. SO START RIGHT NOW! Go out and create value for free, put the affiliate link in their, combine with a bonus and build your new business today! Good luck and much success

the best company marketing strategy that you have ever heard of
the best company marketing strategy that you have ever heard of
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Advertising Agency Company Marketing Internet Marketing Service Marketing Agency

types of company marketing strategies

Marketing strategy:

It is defined as the steps or the ladder taken to make a successful plan or a strategy for the ongoing operation. Marketing strategy is the most important aspect where the blueprint of the whole marketing is decided.

Whether it is connected with the planning of resources or the coordination or it can be controlling the operation, a company marketing strategy plays an important role in any organization.

Some of the core elements of the strategy are:

  1. Planning
  2. Staffing
  3. controlling
  4. organizing
  5. evaluating

Marketing strategy needs to be focused as this will increase the product reach and gives us feedback regarding the product. Some of the marketing strategies are:

  1. Competitor analysis:
    Competitor analysis is an important part of the strategy development where you need to be aware of what are the measures your competitor is taking to grow the market.
  2. Location and layout:
    Location and layout are the important aspects of a strategy where location helps to know the locality and clientele whereas layout helps in the blueprint and design.
  3. Market awareness:
    As a part of marketing, one should know the market of their product and how they can introduce their product to the existing market.

There are other types of strategies also which are helpful for a brand to build its own strategy:

  1. Direct selling:
    This can be through the door to door services or maybe through direct interaction also like b2b or b2c.
  2. Social Media Marketing:
    This is one of the most effective strategies where customer engagement is very high and you get to see new followers and allow them to give you feedback regarding the same.
  3. Paid Media Advertising:
    Paid media advertising is an amazing technique where leads are generated on the basis of the audience targeted and chances of conversions are very high.
  4. Word of mouth:
    Word of mouth is an effective strategy that helps to explain the strategy and the need for the product. Word of mouth is also beneficial in reference to marketing.
types of company marketing strategies
types of company marketing strategies
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company marketing objective of a new company

Company Marketing objectives are essential for any organization that wants to raise awareness about itself, its products, or its services. Great marketing objectives should help build organizational awareness and grow customer loyalty.

Marketing Objectives Overview

Marketing objectives are goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. In other words, marketing objectives are the marketing strategy set in order to achieve the overall organizational objectives. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers, providing information about product features and reducing consumer resistance to buying the product.

SMART Approach to Marketing Objectives

When setting objectives, it is very important to ensure that they are specific, measurable, achievable, realistic and time-specific – or SMART for short. The SMART approach allows a supervisor to effectively manage the marketing activities and be able to determine how successful new objectives will be.

The SMART approach can help achieve your marketing objectives by asking the following questions:

Specific
Are the objectives stated in a way that is precise about what you are hoping to achieve?

Measurable 
Can you quantify each objective, i.e. can you use a unit of measure, such as a market share in percentage or dollars, to provide a way to check your level of success?

Achievable
Are your objectives reasonable in terms of what you can actually achieve, or are you setting your sights too high?

Realistic 
Do you have sufficient employees and resources to achieve the objectives you have set? If you don’t, are they likely to be unrealistic

company marketing objective of a new company
company marketing objective of a new company
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started a new company : the best company marketing tricks

Congratulations!

For any small business that has just started out, planning a marketing strategy is one of the crucial first steps.

The article 8 Winning Marketing Strategies for Small Businesses will be much helpful in giving you direction.

Have you ever wondered why many small businesses fail while others are successful? So let us discuss the company marketing strategies for small businesses that do not require a huge budget and are easy to implement.

POINTS TO NOTE BEFORE CREATING MARKETING STRATEGIES

The key decisions you should take before formulating a marketing strategy affect the outcome of the strategy itself. Here are the points to consider.

  • Define your target customers and find out where they exist both online and offline
  • Identify the sector, industry or category in which your business exists
  • What is the unique benefit that you are providing to the customers which none of your competitors are offering.
  • Identify the strategies that your competitors are using to win customers

Once you have made the key decisions before formulating the marketing strategies for small businesses, you have done a good groundwork upon which you can formulate them. It is so important for small businesses to have a well-defined marketing strategy that is aligned with the objectives because then the organization will move towards their achievement and the efforts will be directed in the right direction.

8 BEST MARKETING STRATEGIES FOR SMALL BUSINESSES

1. DEFINE A GOAL AND BUDGET FOR THE MARKETING EFFORTS

Depending upon the type of business, goals can be getting more traffic to the website, lead generation, brand building exercise, an engaged social media community, buying a product, downloading an ebook or a guide which you have used as a Lead Magnet in your content strategy etc. Since small businesses are a little tight on budget, you have to decide beforehand how much you can spend comfortably. Although we will focus on very low budget strategies, yet for online or offline marketing some budget has to be allocated.

2. GO LOCAL AND USE GOOGLE’S LOCAL OFFERINGS

Google My Business (GMB) is a very helpful tool for having an online presence when you register on the platform. Your listing appears right when people are searching for your business or businesses like yours on Google Search or Maps. It is very helpful especially for local offerings where you have to target local customers of clients. This will give you a very good exposure without spending a penny.

started a new company : the best company marketing tricks
started a new company : the best company marketing tricks
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figure out a company marketing strategy

By understanding the answer to these questions:

  1. Who is your ideal customer?
  2. When do they buy products like the ones you offer? what is the trigger?
  3. How does this ideal customer consume information to make such buying decisions? where do they look for information? what magazines they read? what websites they frequent? who do they ask? who influences their decision?
  4. What is the unique differentiation about your product? Who are your competitors? what are the alternative solutions for customers?
  5. How large is the market you can reach? what is your profitability per customers? How much would you be willing to spend to acquire a customer?

With these answers, the company marketing strategy becomes very clear.

figure out a company marketing strategy
figure out a company marketing strategy