Customer Focus

Use Buyer Personas to Grow Your Business

Use Buyer Personas to Grow Your Business
By March 27, 2013 Customer Focus

Buyer personas may be one of the most discussed, elusive, and least understood facets of marketing. The key to converting prospects into customers is based on a clear understanding of who you are marketing to and how to get them interested in your product.

The first step in creating effective, actionable buyer personas is to interview the people you are targeting. Don’t fence them in — ask open-ended questions about what they like and what they want, their favorite social media hangouts and websites, and especially what they expect from your product or service. Once you have created an amalgam “character,” give them a name (e.g., Molly or Andrew). Then post their picture and description for your marketing and sales teams so they will be familiar to everyone. Some companies have one persona in mind — but having several is common. Read more ›

Content Marketing Podcast Series: The Improbable Success of River Pools

Content Marketing Podcast Series: The Improbable Success of River Pools
By March 26, 2013 Customer Focus

Marcus Sheridan is someone you probably never heard of — but if you are interested in content marketing, he’s someone you won’t ever forget.  Marcus is the owner of River Pools. The story of how River Pools survived and thrived through a major recession makes for a fascinating tutorial on the really simple idea of how to use your customers’ and prospects’ own questions to completely turn your marketing budget upside down and get seen first in search.

In this podcast, the first in a series of interviews with Bernie J Mitchell of Engaging People he say “Marcus is like a Red Bull shower — he has an infectious energy for both life and content marketing and best of all he has lived his advice.” In his interview Bernie and Marcus discuss using blog content to build traffic, qualify prospects, nurture leads, generate sales, and (maybe most important) build relationships. Read more ›

The Country Boy Rapper: 8 Considerations for Aligning Content Marketing Strategy with Your Brand

The Country Boy Rapper: 8 Considerations for Aligning Content Marketing Strategy with Your Brand
By March 11, 2013 Customer Focus

Ever do something so out of character in high school it was embarrassing? Be honest. We’ve all been there. For me it was attempting to become a rapper. It was the early 80’s when rap music was just coming to prominence, and I thought it all pretty “fly.”

Problem was, however, as a kid growing up in a rural farm community I looked a bit out of place standing next to the Future Farmers of America while wearing a purple bandana, my hat cocked to the side, and a chunky gold necklace I stole from my mom’s jewelry box. I might have gotten away with such a look, were it not for my lack of rhythm and a long curly mullet. Read more ›

Kenny Madden on Infographics (A Wry Commentary)

Kenny Madden on Infographics (A Wry Commentary)
By February 25, 2013 Customer Focus

Another illustration by Kenny Madden — I love him because he’s wry.
I love wry. My favorite part of this one is “undecided.” Read more ›

Marketing Your Blog Posts with Conversion in Mind

Marketing Your Blog Posts with Conversion in Mind
By January 22, 2013 Customer Focus

When it comes to business blogging, there is always a goal–otherwise known as a conversion.

The goal of your blog post will vary, but one constant is that in order to convert on your goal you need visitors to read your blog posts.  And not just any visitors–you need the “right” visitors.  That means that in addition to writing amazing blog posts that your readers will drool over, you also need to make sure readers get there in the first place–which usually starts with marketing.

So the question is how do you go about marketing your blog posts with a focus on conversion?  Today I am happy to share with you a few specific blog marketing tactics to get you started.

Read more ›

Smartphone-Optimized Websites See More New Business Activity

Smartphone-Optimized Websites See More New Business Activity
By November 20, 2012 Customer Focus

But most businesses are not yet smartphone-friendly. Is yours?

mobile marketingHow do you feel when you open a company’s website on your smartphone and it’s not optimized? Maybe you scroll around enough to see part of the restaurant’s menu or the shop’s selection of running shoes, but you eventually give up, don’t you?

And someone just lost a sale.

Mobile-friendly sites garner more sales, according to a recent study by Web.com. 60 percent of the companies surveyed have a website, but only 14 percent of small business owners host sites that are built specifically for mobile.

And of those 14 percent, 84 percent have seen an increase in new business activity.

Read more ›