Kiwibank, this is how I’d re-write your email

Kiwibank email text confuses

Kiwibank email text confuses

And I made a fool of myself on LinkedIn by explaining how I totally mis-understood Mark Wilkshire’s message.

Re-write to clarify the message

Here is how I would re-write the email in order to prevent others doing what I did.  [Aside: surely I’m not the most stupid customer Kiwibank has…please, humour me!]

Dear Rebecca

You have a Notice Saver bank account with Kiwibank.  The interest payments for this account come from our PIE Unit Trust.  The money you save in your account is invested in the fund and profits are paid back to you in the form of interest.

As an investor in this fund, we are obliged to share its recent financial performance with you. You can view an electronic copy of the financial statements for the year ended 30th June 2017 on our website via this link.  

[insert rest of the statutory text here].

Lots of love, Mark Wilkshire, Kiwibank

Why is this clearer?

I think this text improves the context for receiving the message.  It explains an investment I didn’t know I had and how the investment performance is relevant to my personal situation (bank interest).

Personally, I wouldn’t try to push out messages about other investments in this message.  Make it simply about this one thing, and how to contact us.

The full truth about what I did on Kiwibank

And, I would anticipate possible confusion among customers by enabling self-help tools on the website to be advance programmed to have answers to questions relating to this investment.

My “Kiwibot” experience below reveals more about the lack of customer orientation and more about the regulatory communication box-ticking which probably sits behind this email misunderstanding.

Kiwibank Bot does not answer questions

Kiwibank Bot does not answer questions

 

 

Why the HELL NOT?

Ranking Factors 2017 report from SEMRush

What’s new in SEO? 5 actions to do today

Last week I got the latest research on SEO from trusted brand SEM Rush.  You can download and read their report Ranking Factors 2017 in SEO.

Ranking Factors 2017 report from SEMRush

Ranking Factors 2017 report from SEMRush

Creative Agency Secrets has read the whole report and below are 5 SEO tasks you can initiate immediately for your own website or ecommerce store.

The report has a number of chapters each of which is followed by “What this means to you as a marketer”  Read these pages for the SEMRush interpretation of their research findings.

5 SEO actions for 2017

  1. Check you have a secure (https) website.  Get a SSL Certificate installed if your url begins http://. See Secure websites below
  2. Find websites which can link back to you.  Clients, Suppliers, News / Magazines, Directories.  See Referring Domains below
  3. Get ideas for your SEO and your content creation from Answer the Public research tool
  4. Use more keywords on your “cornerstone” content pages.  See Keywords below.
  5. Plan the visitor pathway through your site especially with a view to reducing bounce rate.

The Detailed insights

Note these are paraphrased from the SEMRush report including some verbatim quotes.  All the ACTION FOR YOU tasks are recommendations by us for your website or ecommerce store. The page numbers are the actual page number in the report NOT the number top RHS.

If you want help, Creative Agency Secrets offers 2 services – we can do it for you; we can teach you how to do it yourself.

  1. Secure websites – page 6.  The higher the page position in search, the higher the keyword search volume most sites are secure https domains.  We interpret this that websites with SSL are trusted and are gaining over plain www and http sites.
  2. Referring domains – page 10. The pages that rank higher have more backlinks from unique domains. Websites that appear on SERPs for high-volume keywords have significantly more backlinks than ones that appear for low-volume keywords — almost 10 times more.  ACTION FOR YOU the competition for high-volume keywords is vicious, and those websites are invincible. But for low-volume keywords the competition is not so tough, so some link building could bring tremendous results.
  3. Content length – page 18. What we saw first was that there is generally more content on the pages that rank higher for all search volume intervals.  There is more content on the pages with long-tail keywords than on those with short-head keywords. ACTION FOR YOU  pick your “cornerstone” content pages and work them HARD for SEO goodness.  Content length is important for your page’s success as long as it is valuable, well-written, and optimised, especially if you target high volume keywords.
  4. Keywords – page 23.  In the high volume keyword group. the majority of the pages add a keyword to their title, meta and body copy but the occurrence of the keyword in the meta description does not influence the page rankings. Pages that rank for long-tail keywords repeat those keywords less often than pages that rank for short-head keywords. The pages on the first positions (for both longtails and short-heads) have noticeably more keywords than all other pages. ACTION FOR YOU If you plan to rank by long tail keywords, having an exact-match keyword in your on-page SEO elements is not crucial. In fact, it is more important to diversify the semantic core of your text and make it relevant to the target keyword rather than copying it.  The presence of a video didn’t show a significant influence on page rankings, so we came to the conclusion that video itself is not a silver bullet. However, in certain niches clients expect video content, so it makes sense to provide it. Consider your audience’s demands, and if they include visual support, use video.
  5. Volume of visitors – page 33.  Not a strong correlation to page rank here especially if your search phrases are low(er) volume searches. For the low-volume keyword group, the trend is flat, indicating that a page’s position does not strongly correlate with its number of total monthly visits. For high-volume popular keywords, the number of page visits gets noticeably smaller for sites that rank below the 12th position. ACTION FOR YOU this means organic search is not the only thing you should be concentrating on. Drive a strong traffic from direct and social media linked visits by pushing brand awareness on these platforms and also through newsletters.
  6. Bounce Rate – page 37.  The higher a page’s position is, the lower its bounce rate.  The user navigates through three to three-and-a-half pages per website, per visit. As your site moves towards the top of the SERP, there are more pages per session for every domain. ACTION FOR YOU firstly ensure you have strong internal page linking.  Think about what you want the visitor to do next on every page.  Connect with Cornerstone content discussed above.  Also analyse your rivals (How to compare my site to a competitor’s) Inside Google Analytics, check your queries performance and lastly, find low ranking pages for Bounce and improve them to reduce bounce rate and page rank.

 

Marketing offer, SEMRush, creative agency secrets,

SEMRush custom offer at the end of the report

And a cunning end-point which is a marketing “trick” I’ve used a lot for clients – on the very, very last page is an offer.  A really good one.  SEMRush will do a niche study for your industry if you write to ask.  We did (for a client) and they said they’d been overwhelmed and would put it on the list…. but still.  This is a fabulous reward for the people who do read all the way to the end.  #TopTip

Ready to rock with some improvements on your business SEO?  Let’s get started together!

Referral marketing illustration

Case Study: Three ways to increase referrals

Working with a client who makes animated explainer videos – Case Study of how to grow referrals.  We discuss three ways they can get more referral business.

Referral marketing illustration

Image by NWeSource

1.  Innovations in your specialism

Every market changes over time – fads pass, new ideas surface.  So write about what’s happening in your market.  Consider writing about styles, techniques, innovations to be added onto an explainer video (if that’s your business).  So which new styles are coming about?  Where did each one come from – background and timeline of the evolution.

In the writing analyse the change, what are the component parts, which elements stand out.   You could add in new uses for explainer videos – for example in a PitchPack video brochure.

The goal:

  • Give the reader the education and tools to make an analysis themselves of whether their archive of explainer videos is getting dated
  • Show your opinion as a market leader on what’s good, what’s new and what’s to be avoided
  • Create content which you can share with past clients and encourage them to update their videos and re-buy from you.  [This is referring back to prior clients, not new ones.]

2.  Create a Call list

You need to speak to people if you sell in Business to Business (B2B).  The best way to start a dialogue is with Open Questions.  These encourage a longer response from the other person and give you insight into their views on a topic.  Any insight enables you to position your services as a solution to issues they raise.

Here’s an example of a call prompt (not really a script).

“Hello, Rebecca.  I sent you our article about new styles in explainer videos.  I just wanted to get your opinion on it.  What did you think?”

Can you imagine how the call will develop into a discussion?  

Yes, so can I.

Whether you get a new job immediately or not, you stand a good chance of doing some good things

  • Checking your contact database is still current – add new names in if you can
  • Finding out the current situation in the client business with regard to your service offering
  • Reminding them that you exist and have been trusted with work in the past
  • Updating your CRM with lead status (cold, warm, hot)
  • Possibly opening new opportunities for new business.

Create this call list from a list of all your clients from the past 3 years (more if you’ve been in business longer).  Also add to the list from your Linked In connections and those from your co-workers.  Goal to have 100 people on the list to call.

Plan on making 3 calls per week, per person in your team.  Yes, new business development requires discipline and is hard.   We can teach you how…

3.  Getting Referrals

Start to build a referral marketing engine into your daily project work as well.  We find what works best is to connect with them early in the project.

Start with a “Happy call” when you ring asking for feedback on how the job is going.

Then build on this with a similar call just after the project has been delivered.  Remind them of what they said on the earlier call.  This is the moment to ask for a testimonial for the project team.

After getting this, I usually wrap up by asking

Do you know anyone else who might like to meet us? 

My goal is to get two names of people as an introduction.  My big tip to make this successful is to ask the question and then to stay silent until the other person has come up with a name…. stay silent as they “ummm” and say “maybe”, “well”,  “I’m not sure” and still stay silent and they will 80% of the time come up with a name.  If they firmly say no, you can prompt with – maybe a co-worker in a different team or maybe someone from your previous job and see if that can deliver a name.

How to use the introduction….. write an email to BOTH people.   This is my template email that works.

Subject: NAME OF THE INTRODUCER

Hi Alex,

Our AGENCY NAME has just completed a job for INTRODUCER and s/he suggested you as someone who might like to get to know us.

We completed an explainer video (link) for INTRODUCER.

I took a look at your website and [something helpful here which they can use immediately].

Looking forward to connecting.

Lots of love from Rebecca (only joking… use an appropriate sign off).

I always cc the introducer in this message so they know what I said.

In the email you could tell them about the customer satisfaction scores or Net Promoter Score which your team has acquired over time. Or link to TrustPilot Reviews or your Google My Business Review score.

The follow up call is just a friendly get to know you call. No selling.  But if you feel it’s gone well you can follow up with an email linking to a helpful resource from your website.  Here’s one I use frequently.

By the way, I found your website copyright is out of date (2012), here’s an article we wrote which explains how to add code to your website so this updates automatically every 1st January.  Just send this link to your web developers and tell them to make the change – do it once, and it’ll run forever

This is an example of the type of helpful marketing tips which Creative Agency Secrets writes in our newsletter and blog.  We want to enable you to buy web services as an informed consumer (and we don’t build websites, we help our clients to use them actively to win new client business).

Cute eh?

Then you have to put them onto a stay-in-touch programme or ask if they will allow you to stay in touch with a newsletter subscription.  Either way, one call won’t win you business but a dedicated process to provide utility (usefulness) to them, will ensure you are remembered and they take your calls in future.

WooRank Website Test Tool

How to test your website is working effectively

May I show you a little insider secret from the world of web marketing?  It’s called a website rank check tool.  It shows you a score out of 100 for how well your website is built, secured and how well it delivers marketing engagement.

My favourite one is the WooRank tool – I have it installed in the toolbar of my Chrome browser.  But you can use this website or the HubSpot Website Grader Tool does a similar job – but from behind a registration paywall.

We use this when testing SEO on a website for clients.  But you can do it yourself – we’ll show you how.

A case study Central Flowers

WooRank Website Test Tool

WooRank Website Test Tool

I read a lot of newsletters and when I got one from a printer and web design company, I clicked through to their gushing review of their team’s work building a website for their customer.  So I decided to do an independent check on the website.  It scored 52.3/100.  Hardly a rip-roaring success for a new site.

You can see the result here and it demonstrates two things

  1. The web team are only designing for HUMAN visitors, not SEARCH ROBOTS
  2. The client is not expert in hiring and buying expertise.

First things first.  The web team should know about these issues

  • Headings should be in a hierarchy (they choose to only use H1)
  • Three image Alt attributes missing (so search engines can’t index the image and link back)
  • No anchor text in several external links (except the one going to the web design company)
  • No language declared (so the search engines know it’s English)
  • No blog – so the web rankings won’t become good because the site won’t get regularly updated (this is a failure of marketing strategy more than web design)
  • Secure (SSL) website but registered to a different domain (a property management company)
  • Automatic Copyright update to the correct year (it’s 2016 on the site)

These are hygiene factors.  They show up the lack of quality control by both the developers and to a lesser extent by the client.

The #1 mistake business owners make when buying a new website

The mistake is to buy a pretty design layout.  This is made by a designer.

What you need for an effective website is web development made by a web developer as well.  This sets up the effective tools and structures which humans cannot see from a website front end.  But robots and web search engines CAN see.  And now you can too.

Go and test your website using the Hubspot or WooRank tools now.  And send me the results.

Book in a 20 minute call and we will tell you what can be easily improved and how you can do it yourself (yes, really – most of these improvements do not require web development expertise, only editing in your CMS).

Or just buy the book.

lightbulb creative agency secrets content marketing

A Masterclass In Content Marketing – When You’re Out Of Ideas.

I was reading my Facebook feed and a US based content marketer of my acquaintance posted this request.

“OK, we write blog posts every month for a beach client. We’ve been writing for him for several years and the team is getting a little brain dead trying to drum up fresh ideas. Would love your help. They are a family-friendly vacation rental company (houses for a week, no weekends). Please leave your brilliant suggestions below & thanks!”

I couldn’t resist the challenge – but first, I started to read the answers she’d already garnered from her community.

What did I find out?

That there are a ton of creative folks whose minds are happy to help out when asked.

And so instead of stunning you with my amazing insight, I’m going to reproduce below the long list of suggestions made about what content to write about for a beach client.  And show you how you can adapt and learn from this list for your own business content marketing. 

How to use this content insight for your business

  • First, print out this article onto paper (old-fashioned, but helpful for this exercise).
  • Pick up a writing instrument (mine’s a fountain pen with liquid ink).
  • Draw two columns alongside the list of articles.
  • Go though the list and in the first column write down the underlying theme of the article title.
  • Then in the second column write down what an equivalent theme would be for your business.
  • Lastly, brainstorm 3-5 topic titles for each theme you write down for your business.

Have you got over one year’s worth of content already?

Here’s how to make the most of your archive and to lock good content into strong keywords and hashtags that convert.

The goal of content marketing is to get your website found, your brand recognised and aligned with the reasons people buy from you.  Creative Agency Secrets does local marketing.  I have many local marketing keyword phrase-laden articles on our website.  So when the local “grease monkey” in Pukekohe (don’t try to pronounce that if you’re not fluent in Maori) searched online for a local marketing agency, we showed up in the list, he called us; we’re meeting on Friday.  This is a marketing tactic that works and starts dialogue. And you can do it.

But if you think that ‘build-it-and-they-will-come’ is the tactic, you’re wrong. 

You must understand why people buy, what attracts them and then double down on the tactics and topics that already work for you.

Get canny with advanced content marketing

Make a keyword theme map with a few hundred keywords you’re probably not targeting. The keywords should dictate the content you write.  Use an independent, non-Google, non-Bing keyword discovery tool like SBI (we have an account and can do this for you).

Now you have that keyword theme map, which of the keywords are on page 2 of search results that could benefit from relevant, internal backlinks on your site? 

Also, does your business-model actually need new content? What does any single, new piece of content do for the business? Instead, how about focusing on the 20% of content that is already producing results and instead of writing more – promote that content more aggressively?  

Re-purpose the content that converts and share each piece more often also put it into every format (i.e. image square, image rectangle, video, audio, cinemagraph, infographic, ebook, slideshow, podcast guest) to maximise both its impact and its re-useability.

If the location is a very small place that is not overly commercial use the social content which is already being shared by visitors by searching “nearby” or local name hashtags.  The smart folks at from Socialize.co.nz demonstrated this to the Paeroa Chamber of Commerce members.  They brought up content on social media that tourists and visitors were sharing.  This already had the place name tagged on photos and other socially shared content.  If local business owners re-shared that content, while tagging each other, they could build up some serious momentum around the town name on social media.  And all this without creating any original content at all.

So thanks to Karen, she has helped us write your masterclass on advanced content marketing. 

46 Content Article Suggestions for a Beach Client

  1. What to pack (by season, by age of child, when Grandma is staying) 
  2. Activities for road trips 
  3. Kid friendly restaurants/ attractions 
  4. Road trip checklist to make sure your vehicle is road ready
  5. Beach fashion
  6. What to do when the weather is less than perfect
  7. First aid tips
  8. Disaster relief while on vacation at the beach
  9. Books to read on a beach
  10. Local beach walks
  11. Easy meals
  12. Meals using local ingredients and where to buy them
  13. Newest spots to check out this year… There are always new restaurants opening
  14. A feature on Oregon inlet fishing charters… My next door neighbor will be on the newest edition of wicked tuna, on fishin’ frenzy.
  15. The history of the area is also very interesting… And there are a wide array of topics, from casinos to shipwrecks, to boat building.
  16. The different types of architecture you can find out here is neat, too… Flat top houses (there is a tour each year), nags head style cottages (what do each of the different ornamental elements on them mean?), life saving stations, etc
  17. Beach nourishment is coming to the northernmost beaches this year, too. What is beach nourishment?  They are dredging sand from the ocean and pumping it onto the beach to widen them.
  18. Top reasons people didn’t go to the beach, but should have
  19. How to make the best sand castles 
  20. Top 5 reasons not to bury a sibling in the sand 
  21. Food that goes best with sandy fingers 
  22. Beat the heat with these 3 things 
  23. How to avoid sand spurs
  24. Top 3 things kids really want in a beach vacation 
  25. Top 3 things adults really want in a beach vacatio, 
  26. Don’t leave___ until you have eaten the____ 
  27. What NOT to do when you’re at the beach (leave the work and technology at home) 
  28. What to do when you want to sit on the beach and your spouse doesn’t
  29. Fun stuff off the beaten path
  30. Volunteer options when you’re staying at the beach (relax and do good at the same time)
  31. Best place to get coupons to save money on local attractions
  32. Do this, not that (places to go, places to avoid, etc.)
  33. Top movies to watch on netflix while you’re at the beach
  34. How to tell if you shouldn’t wear a bikini or speedos
  35. Top reasons to visit in seasons other than summer. There are lots of events in the spring and fall 
  36. Sea glass and shells are best found in the winter months
  37. The Secret to finding the best shells and sea glass
  38. Best places to take your kids out to eat
  39. Which restaurants are best for a date night
  40. Art projects for the beach
  41. 10 things to bring with if driving to save $$
  42. What to do in the rain
  43. Playing card games for 5-8 year olds
  44. Camps or other activities they can do
  45. Fun community activities if you want to meet others
  46. Where to shop for food
  47. Best source of local restaurant discounts

Push Notifications: Is this the death of email newsletters?

In the world of Digital Marketing, there is a constant need for innovation to stay ahead of competitors and create the next novel experience in order to sell to customers. We saw it first with the use of email marketing communications in the 90s which was a bandwagon – everyone jumped on board and our in-boxes got swamped with newsletter.

Nowadays there are a plethora of services available to the digitally savvy, but how effective are they, and are they likely to oust the tried and tested methods?

So our thesis is that email newsletter subscriptions are falling because we get too many of them. EdgeRank removes the free postings by businesses on Facebook and Twitter is too crowded.

BUT people want high quality content.

So how can we deliver content from our website without using a newsletter or social media?

To answer this question, let’s look at a relatively new service to enter the market, Push Notifications  and how they compare to our most powerful channel at present, the good old fashion email/newsletter subscriber list.

So before we go any further, what exactly are Push Notifications?

Push notifications are simply alerts that pop up on your computer or mobile, on demand when the publisher releases something of interest to you.

“Hmm well this sounds kind of invasive though…“

I hear you. Pop-ups generally are annoying and frustrating, however these alerts only appear when you opt in to the list. A cookie is placed in your browser and each time the publisher wants to send out a notification, every browser containing that specific cookie receives the alert, regardless of whether they are browsing the web or not. In some ways they are less invasive than the hassle of having to enter your contact details to download an eBook. 

To find out if Push Notifications were a worthy substitute or indeed even a necessary supplement to our tried and tested marketing methods, we asked ourselves the following questions:

Are consumers growing weary of newsletters and email marketing?

I recently unsubscribed from at least 5 different brands’ emails because of the constant bombardment of marketing material. If others are finding themselves doing the same, does that pose a risk to the future of email marketing communications? And if so, are Push Notifications a smarter way to engage?

Are people still interested in content?

The old adage that ‘content is king’ may have held weight in the past, but do customers actually want to receive endless articles and information related to products they might purchase? With every brand under the sun fighting for your attention as a consumer, how much is too much?

My answer is yes. Emphatically. Good content gets liked, shared and commented upon.

Will people actually engage with these invasive interruptions?

My initial thoughts are yes, if used sparingly. Too much of anything can be bad. I feel the key to making the most out of Push Notifications is moderation. Subscribers aren’t going to respond well to being pestered several times a day while they browse the web. But they may be interested in what’s been going on if it is restricted to once a week, for example. Similar to SMS notifications, users must interact with the push notification in order to view it or close it. Compare this with email, where readers can simply delete, filter, file or ignore without having to open the message at all. Push notifications by-pass this barrier to opening email by displaying the message title straight away. 

You have to respond one way or another!

Would Push subscribers never have joined the email list anyway?

Perhaps. Even if there is no clear preference for one over the other, having both allows your brand to capture your audience’s attention in a medium that works for them. Without having to provide an email address, we may never know who has opted in to Push Notifications, which makes communicating outside of Push challenging unless we can cross-match against other subscriber actions.

With email and push running simultaneously, which one performs better?

We ran Push Notifications for the second half of February on a client website. Our provider of choice was OneSignal – a service that promises to remain free forever! An interesting claim, but what’s the REAL cost? I suspect Edward Snowden would fall off his стул (chair) in frustration  – let’s save it for another day.

Results from Push Notifications test

  • At the beginning of February, we had 5,334 email subscribers. At the end of the month, that figure had risen to 5,426 – a gain of 92 subscribers.
  • Push Notifications began on February 15th. Two weeks later we had 63 push subscribers.

Our Push Notifications were promoting the same material as our emails, so which one performed better?

Our blog article “Plan, Develop and Write – Content Training Workshop” was published on both. The newsletter received a respectable open rate of 30% and a Click Through Rate (CTR) of 1.4%. The Push Notification received a surprising CTR of 21.43%!

The Push list is much smaller than the email list; that is a significant difference.

This was obviously only one campaign and we have not yet built up a data set large enough to draw significant conclusions.

So do we think Push could supersede email? Well the jury is still out on that one, we’ll continue to test them both and come back with our conclusions in the future.

In the mean time, what do you think about Push?

Content marketing workshop

Plan Develop and Write – content workshop training

There’s a training event run by The Online Academy coming up next Friday 3rd March in Auckland.

 

Content marketing workshop

 

Learn more at The Online Business Academy – how to Plan, develop and Write content that will rock your brand.

 

 

Marketing segmentation icons

How to use brand icons to drive sales

My philosophy of marketing is that every part of your marketing toolkit that you’ve spent money developing should be working hard to generate sales for your business.

Creating a strong visual identity is a given.  But what about extending it into other marketing areas?

We have been experimenting using content marketing to reinforce visual identity branding and the USPs (unique selling points) and key points of difference of the brand.  Here’s how.

Your business philosophy

When applying content marketing tactics we find that the effectiveness is enhanced when the content is aligned with either buyer personas, pipeline stage, business philosophy or point of difference.  These all help to bring a prospect closer to purchase.

A strategic marketer will help you define a positioning can demonstrate continual advantage and which you can defend against competitors.   

Helping your prospective clients to recognise this positioning and then to relate their experience or their expected buying experience to it is the job of the tactical marketer.

Once you’ve established the philosophy positioning, identifying each part with an unique visual identity or icon is a neat way of enabling the customer to recognise elements in your content marketing and their relation to each other.  From this, they can navigate to find other related content pieces on the same theme or topic.

Case Study – the sports coach website

This client identified five buyer personas and now has a unique landing page for each one.  Their website has over 20,000 pages because they have been blogging since 2007.  This means new visitors find navigating the site challenging.  We identified a deep resource of ‘evergreen’ content which was not getting traffic and so not getting read by visitors.  From this we evolved a segmentation strategy built around a landing page and a visual icon for each visitor type.

Rowperfect Customer segmentation as icons

Customer segmentation as icons

The landing page includes links to the most popular evergreen articles and also gives guidance for the visitor on where to look for similar content. 

Case Study – the marketing agency

At Creative Agency Secrets, we have 8 icons which are all steps in the new business development process. On the blog sidebar are our list of categories – the first eight are numbered and each relates to one step in the process. 

Working on our own blog, we needed to reduce the bounce rate and encourage deeper browsing.  And so we leveraged our 8 Step New business Development Process.  This identifies a clear set of stages for a tactical marketer and a framework for their marketing year planning.  Each stage has a small icon and links to all the blog posts written about that topic.

Marketing segmentation icons

Marketing segmentation icons

It’s easy to read, easy to cross-link articles and also to reference more than one icon in each blog post.

Case Study – the financial advisor

Selling services is often harder than products – defining a clear point of difference is even more challenging for the marketer.  Collaborative Consulting was set up in response to the same-ification of the financial advisory marketplace.  The founder, John Milner, uses his long experience to advise clients differently from others – he calls these the Six Max Factors.  And using a simple graphic, each one is named and ordered.

The goal is to enable readers to become familiar with each icon so they quickly recognise them and can relate to the marketing content more easily.

This tactic will serve to reinforce the firm’s investment philosophy, remind readers why they chose Collaborative Consulting as their advisor and set the firm apart from competitors who are less explicit about the foundations of their advice and investing activities.

How to spot an opportunity to use icons

The key insight a marketer needs to bring to using logos as a sales device is to discover

  1. Is the company able to articulate its USP?
  2. Can you split that USP into several subsidiary elements?
  3. Does your content marketing strategy allow the use of visual and written elements?
  4. Can you measure changed customer and prospect behaviour as you make these changes?

That’s a great starting point – off you go!

Rachel Martin website GrowthHacking expert

What to do when your content is used without permission

Sometimes you find out that someone has reproduced your work without permission. There are scales of bad-ness here, ranging from plagiarism through to lack of attribution.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert

What should you do when you find out?

The answer depends on a few things – if you are a world famous published author and public speaker, you may respond differently from if you are a blogger or a business or a startup. The picture above is Rachel Marie Martin – a Mommy Blogger at findingjoy.net who has suffered multiple abuses of her intellectual property.

Aim for a Win-Win outcome

My suggestion is for you to ring them up and ask to speak to the person who published and instead of complaining, tell them you know they’re using your intellectual property without permission – and ask for something in return.

This should be of value to your and your business. This could be a booking from them to use you as a trainer in exchange for using your articles. Or get them to run an advert for your services free in the next 3 months newsletters. Or an agreement to use more of your articles with express sales offers.

Complaining can work

But in my experience it puts peoples backs up and you are less likely to come out of it smelling of roses.

My preferred tactic is to let them know you’ve found out and then ask for a favour in return – which they should feel obliged to agree to doing.

How to find who’s using your material

The best way is to set up Google Alerts for your name, your brand name and other search strings which can easily trace back to you. I am lucky that AFAIK I’m the only Rebecca Caroe in the world (yay) so easy to find. Be creative – you can also use Google Search Console to find incoming links to your site and linkbacks in blog comments usually get tracked too.

Good luck… and of course a last resort is the Cease and Desist letter (but avoid getting legal if you can).