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Content Marketing Tag

What’s on your back burner?

When managing a company is your responsibility, a lot of important detail work gets put on the back burner.

So what’s simmering on your back burner?

  • Updating your web site with fresh page content?
  • Better utilizing social media?
  • Updating the navigation of your site?
  • Making sure your web site if properly protected?
  • Preparing trade show materials for your soon-to-be-released product?

Or maybe it’s larger than that. Perhaps what you don’t have the time or energy left to do is revamp your marketing strategy to bring in new business.

Interestingly, what’s relegated to your back burner can have a huge impact on the very thing that’s stressing you out right now. Such as your last quarter ROI.

That’s because when your marketing is taken care of strategically with a practiced eye towards your industry, your job gets a little less intense as your ideal customers begin to take notice of what your company can actually provide to them.

What you do

Carve out a 90 minutes to meet with us when the time is right for you. Tell us what you don’t have the time or the people to do, and what results you’d like to see. Give us your parameters, financial and otherwise.

What we do

When you say go, we do the work, providing you with feedback, details and a few fine-tuning decisions along the way. We don’t make assumptions. We research your niche and come up with several positioning approaches that tell your story to the right people — in a compelling and memorable way. We also adjust to your budget and your timeframe.

What we do is eye-opening. Don’t be surprised if we uncover a few fascinating things about your own rapidly shifting marketplace that raise your eyebrows. Or help you determine how your company can make the most of its sweet spot through well-placed ads in carefully researched places you may not even be aware of.

It all starts with a 90 minute meeting.

Say when.

 

 

 

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Getting it right

Attention to detail is big for us at FocalPoint.

We believe in getting things right. The first time.

And – what we seek to get right that first time matters more than just about anything else. Like what’s really important.

Really important like…

  • Creating a product or a service you are truly proud of
  • Addressing a workable business plan that meets a real need
  • Hiring a team that cares about the dream and the details
  • Building shrewd creative marketing around your business model that will speak to your mission and your audience

About that last bullet point…

FocalPoint creates marketing strategy with an end point in mind. The tag line won’t simply be ‘catchy.’ It will support that business plan you lost sleep over.

We understand that there will be endless details to get right before you launch your web site and your social media plan. That’s the ground point where we work best together. Before you have something that you’re truly proud of. That’s an ideal place for us to be. So together we can create, double check, test, and launch with more than just a hunch.

We want to get things launched right— right alongside you and your team. Greeting success together after hard work ironing out what’s most important.

Short. is. in.

Less is most definitely more these days.

Short attention spans are in evidence everywhere.

To stay connected to your audience, you’ve got to be brief. Your points crisp and concise.

This applies to meetings, presentations, advertising, emails, Tweets, web sites, and memos.

Short is not only the new black, it’s the only way to be heard over instant communication.

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Er, what should I say about my business on social media?

Here at Focal Point, we frequently talk to business owners and managers tasked with using social media as a part of their overall marketing plan. Often these folks can pull up their latest Twitter feed, link to YouTube, post on their Facebook page, and download their LinkedIN updates, but just aren’t very sure what to say when it comes to business use.

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Why Your Free Content Isn’t Really Free

Free Content Doesn’t Exist

I am a big proponent of putting out free content on a regular basis to drive leads.  I understand that the most effective forms of content marketing are all about solving problems, answering questions and building trust.  The fact that educating leads turns them into better customers is not lost on me.  And while I say all of this and use the term “free content,” I understand that it’s never truly free.

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Educating Your Prospects for FREE Makes Them Better PAYING Customers

Everybody wants somethings for free, but businesses need to make money to, well, stay in business.  So what if I told you that giving away free information to your prospects actually results in better paying customers?  Would you believe it?  In fact, as a business, giving away free information might be one of your best content marketing strategies.  Let me explain…

Your Customers Want To Feel Empowered.

They’re reading online reviews, watching how-to videos and listening to podcasts.  And they’re spending more time doing these things prior to purchase than ever before.  A large part of your marketing strategy when it comes to content development should be putting a plan in place to educate your customers by providing them with free information.  The reason why is simple – if your prospects/customers don’t find you when doing this type of research, they’re going to find “someone else.”  That “someone else” is going to be your competition.  Let’s jump right into a couple of case studies to show you what I mean.

Case Study: Lowe’s Fix In Six

One of my favorite examples of a business that does a great job of educating its prospects and turning them into customers is Lowe’s.  Just take a look at this Vine video…

Pretty cool, huh?  Who knew that real mayo could help remove wood stains?  Side note – I haven’t actually tested this yet, but I am taking Lowe’s word for it.  Now that’s some pretty useful information.  Information that doesn’t really directly make Lowe’s any money (last time I checked they didn’t sell mayo at Lowe’s), but indirectly goes a long way at establishing them as the authority in home improvement projects.  While it’s just 6 secs in length, I am willing to bet a few hours (if not more) went into planning and shooting just this one video.  This type of video marketing is clever and resonates well with customers.  It’s no secret that people don’t like being sold to.  But what they do like are helpful solutions like an easy way to remove water stains from wood and they’ll remember the company that published this info.  Not only will they remember it, but they will share it with others.  Furthermore, the types of people searching for and watching videos like this one are….BINGO….you guessed it….people who like to do home improvement projects AKA Lowe’s target market!

Case Study: Pampers

Let’s completely shift gears from home improvement to baby care.  Pampers has a content marketing strategy that includes producing videos which showcase quick and easy baby tips.  These short videos cover basic topics that new parents are sure to be searching for such as tips for traveling with a baby or how to get your baby into a sleep routine.  While Pampers products are shown during the videos, there is not a hard sell. Again, it’s about being the brand that puts the information out there that your customers want and need – especially during a time when they might be establishing brand loyalty for a necessary item like diapers.  Take a look…

Develop A Content Marketing Plan To Put This Into Action

Now, it’s time to put these tips into action and develop a content marketing strategy that will help move your business forward.  Here’s how to get started…

  1. Log into Google Analytics or whatever analytics platform you use.
  2. Drill down to the report showing the keywords driving organic traffic (in Google Analytics it’s under Acquisition->Keywords->Organic).
  3. Use the search feature within that report to find keyword phrases using words such as “how,” “what,” “why,” etc.
  4. Write down the top 5 keyword phrases within each of these searches.

So, what happens next?  First you must realize that in just those few minutes you have uncovered the golden nuggets of your business. These are the questions or problems that people finding your site are trying to answer/solve.  If you can help prospects easily find the answers and possibly even expand upon each one with other variations then you are establishing trust.  And once you’ve earned their trust, it’s far easier to earn their business.

How do you go about answering these questions?  Contact us and we will help you develop a content marketing strategy to do just that!

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2 Must-Haves for Every 2015 Online Marketing Plan

It’s never too early to write a blog post predicting the keys to a successful online marketing plan for the following year.   After all, the hope is that readers like you will get the message and start taking action now.  Well, I’m here to fill you in on the 2 online marketing plan must-haves that are going to make or break your success in 2015.

2015 Online Marketing Predictions

Before we get started, let me just say that these are two trends that many online marketers saw coming but were still overwhelmed by how fast they happened.  Let me also say that your online marketing plan and marketing strategy needs to include these things because they are not going away.  They will only continue to become more apparent.

1. Multi-Device Consistency and Compatibility

Is your brand represented well on every device?  Businesses who aren’t thinking about this question are getting blindsided everyday when they realize that 30% 40% of their website traffic is coming from smartphones.  And another 8% – 10% from tablets .  All at once they realize that beautiful website design isn’t exactly user friendly for the majority of their potential customers.

We live in a multi-device world.  We watch TV with our iPhone in hand.  We regularly switch from PC to tablet throughout the day.  If a potential customer views your site from their desktop at work, gets distracted and comes back later that night from a smartphone – will the experience be consistent?  It’s no longer a choice.  Responsive website design is here to stay and the customer experience MUST be consistent or sales and leads will be lost.  End of story.

Statistics from a recent Marketingland.com report:
“Mobile web traffic has grown 50 percent over the past year and now represents more than 25 percent of all internet visits according to a study by Wpromote. The company looked at traffic to 35 of its client sites, including e-tailers, B2B industries and consumer services.

Consumer services was the category with the highest percentage of mobile traffic at 33 percent. B2B sites had the lowest percentage of mobile traffic at 16 percent.

Source: Wpromote

With a much larger sample of sites, StatCounter shows a higher aggregate percentage of mobile traffic in the US market:

  • Desktop: 68.8 percent
  • Smartphone/mobile: 21.4 percent
  • Tablet: 8.7 percent

Recently I was told by mattress retailer Sleep Train that roughly 40 percent of its traffic now comes from mobile devices. This is also true for sites that offer real-world or “local” information (e.g., Yelp, YP). These sites are seeing traffic north of 40 percent from smartphones and tablets.”

Who is doing responsive website design well?
Take a look at WeAreIU.com.  It’s a website all about helping Indiana University upcoming freshmen prepare for the college experience. The majority of the content is written by students, for students.  The mobile version of the site features a condensed menu with the “Must Reads” front and center using large text that makes it easily clickable.  The content is the start on this website and they make the best stuff easy to find.

WeAreIU

Make Your Website Look Great on Smartphones

Ready to talk about a responsive website design for your business?  Get in touch with Focal Point here to chat.

2. Visual Approach to Social Media Marketing

I don’t need to cover the importance of social media marketing.  By now, you’ve heard it a million times and you get it.  But what I can tell you is that social media marketing skills are going to become like Microsoft Office skills – every new hire is going to need to have them.  It’s just that important.  The other thing that I can tell you is that having a visual marketing strategy for your business is going to be the most critical thing to your success on platforms like Facebook, Twitter, LinkedIn, etc.

These social media sites continue to make changes that put more and more emphasis on images and videos.  This isn’t going to change anytime soon.  Facebook continues to increase the size of images in its news feed.  Twitter recently made changes to the way its images are displayed, added filters, etc.  Google Plus allows its users to show off their photography skills like never before.  Instagram continues to grow in popularity along with Pinterest.  Is your company adapting to these changes?  Are you using video and images to tell your story?

Stats about Visual Content Marketing:
Hubspot put out an article about the effectiveness of using images and videos in content marketing entitled 19 Reasons You Should Include Visual Content in Your Marketing [Data] back in 2012 (hint hint – you should be doing these things by now) and the trends mentioned have only become more true today.  Here are a few of my favorite points:

15) Viewers spend 100% more time on pages with videos on them. (Source: MarketingSherpa16) Mobile video viewing increased 35% from 2010 to 2011. (Source:Nielsen)

17) 25 million smartphone users stream 4 hours of mobile video per month. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day. (Sources: Ooyala and Ipsos)

18) Mobile video subscription is expected to hit $16 billion in revenue by 2014, with over 500 million subscribers. (Source: Ooyala)

19) Viewers are 85% more likely to purchase a product after watching a product video. (Source: Internet Retailer)


Who is using visual social media marketing well?
Remember Dollar Shave Club?  They’re the ones who had to wildly popular video that went viral back in 2012 (go here for a reminder).  Well, they’re still at it and doing a great job with their social media marketing strategy.  Take a look at the example below.  Simple.  Funny.  Best yet, it gets interaction and drives sales.  This one FB post had 276 likes, 44 comments and 25 shares.  Not bad for a post about razor blades!

Dollar Shave Club

Ready to talk about your visual content marketing?

Focal Point can help you share your story through the use of stunning photography and video that can be incorporated into your social media marketing strategy.  Contact us today to talk about your visual online marketing strategy!

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