Marketing Communications

Step two: Marketing Communications

In this section we’re going to look at all the different collateral you use to talk about your business to a new prospect.

Search around your office and pull out a copy of every single thing that you can find which has been printed or used electronically to describe your business services and products. Take a couple coffees with you as this might take some time!Symbol for marketing communications

So the sort of things that you should be looking for are printed collateral – these might include business cards your brochure case studies printed service or product sheets, notepads.

Other things should definitely include in your collateral list are your business website and any other listings that you have on external websites such as Yellow Pages, Hot Frog, Localist, Finda et cetera.

Now have a think about other information that you send out regularly these could be newsletters you maybe write a business blog, or articles that go in the newspaper or maybe a specialist magazine – add them to the list.  Do you also have other things you do like videos? Or maybe articles on LinkedIn.

How about social media? Do you have a business profile on Twitter, Facebook, Pinterest, Instagram there are many more of course so just check all of these and add to the master list.

Which works well for your business?

Now the critical thing is to see whether or not these marketing communications have been effective for your business. Look at the design of each one, is it a consistent? Is your logo, branding and strapline the same on every single one?  What about those external listings websites like the Yellow Pages are you using the same words to describe your business in every single place and what about the website landing pages are they all the same?

If you don’t have firm data, just give yourself a score out of 10 for each item listed.

How often do you send out newsletters, articles and other expert updates? Who writes them? What topics do they generally cover?  How about press releases?  Do all of these align with your business mission statement that we discussed in the previous chapter?

I am expecting that you will find some inconsistencies. This is normal. Make a list of the different items and those you perceive that need to be improved and plan who is going to do this and by when.

If there are obvious gaps in your list which you know should be filled, add them – or make it a “wish list” of marketing materials you’d like to have available.

Read the other posts from this series here!

Learn How to Growth Hack your Website in May

Learn How to Growth Hack your Website in May

What it means to Growth Hack.

Growth Hacking is a new phrase meaning to aggressively make a step-change in business success.  It’s not just a cute phrase, there are specific techniques which can make significant improvements to website success.

You define success and we’ll teach you how to make it happen.

What is your #1 marketing and sales problem?

Get the answers about how you can growth hack your web success with USA experts Dan Morris and Rachel Martin during May 2016.

Face to face consult or small group workshops.

Email rebecca@creativeagencysecrets.com with your #1 marketing and sales problem.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert

 

 

Podcasts – 7 Reasons Why Marketers Need Them

Earlier this year, I had the pleasure of attending the 2016 Asia/Pacific Podcasting Conference, held here in Auckland. It was a fantastic two day event that showcased a number of talented speakers and presented some interesting ideas towards the future of podcasts.

Asia-Pacific-Podcast-Conference-logo

We use some sort of variation of podcasting with a number of our clients, and the buzz remaining from the Asia/Pacific Podcasting Conference got me thinking:

Is there substantial value to be gained from adding a podcast to your marketing mix?

I would argue yes, absolutely. Let me explain why…

podcasts are taking off1 – It’s going to be huge!

Podcasting is currently experiencing massive amounts of growth around the world. There are over 1 billion subscriptions to over 250,000 podcasts right now. With technology constantly improving, it is becoming ever more popular among the digital savvy.

2 – But, it isn’t as common as blogging… yet.

Which is a good thing. As more people start podcasting, competition increases and therefore, so does the overall quality of podcasts. Can you afford to wait until your competitors are experts before you join the race? As an early adopter, you have free reign to influence this goldmine of a marketplace as you like! Being seen as original and a pioneer can do wonders for your brand’s credibility.

3 – It is incredibly easy to do!

Sure, you have to feel comfortable on a microphone and possibly a camera too, projecting yourself to what could be… millions of people! But you could record your podcast from your bed if you wanted, never having to see these people hanging on your every word, which should help alleviate some of those nerves!

Worried that you don’t have anything to talk about, or don’t know enough about a subject to be an ‘authority’ on it? Fear not! Some of the greatest podcasters out there started out not knowing what they were talking about, but they did it anyway because THEY wanted to learn. In the process, they helped educate their audience and became known as the authorities in their chosen topic!

4 – You need but a few resources to get started.podcast equipment

Actually, all you really need is; an idea, a passion for that idea, a webcam/microphone/laptop/smartphone, maybe a co-host or guest and you’re basically away! It couldn’t be simpler. With ever-improving technological advancements, it’s getting quicker and easier to publish your content online without the assistance of a film crew or recording studio.

This also makes it incredibly time-efficient to produce a decent show as well! If you know what you’ll be talking about and a rough idea how to use the equipment, you can put together a clean, engaging show in a few hours! Obviously, this is dependent on how much editing and fine tuning you may need. You can be sure though, with practice, that time will get shorter and shorter as you perfect your craft!

5 – People engage in it.podcasts build community

Who has time to read lengthy blog articles anymore? Well, still a lot of people. But the point is, a podcast, if done right, will entertain you in a way that words on a page cannot. We lose so much emotion and sentiment in text, but those elements are carefully preserved when you listen to two people passionately discussing a topic.

Podcasting also allows for direct contact with your community/audience. Who wouldn’t become a raving fan of your show if you were personally shouting out to them? The very nature of a podcast immediately makes the listener/viewer feel like a part of your conversation and therefore, more likely to engage with your brand.

Podcasts should also be fun!
Yes, it may be difficult to make something like tax accounting sound fun, but at least it gives you a stage and a spotlight to express your personality or your brand’s character. This alone may be enough to sway any potential customers from a competitor and into your corner.

friends6 – Podcasts feel genuine.

Podcasts are typically independent of any large branding agencies and thus are ‘uncorrupted’ by the guise of corporate advertising. That’s not to say they are all without their own agendas. However, people seem to respond better to marketing sales pitches when they are delivered through a conversation, instead of being forced upon us by advertising agencies. This creates a unique environment for you to promote and sell your product/services without feeling like an infomercial.

7 – Versatility.

Podcasts can be enjoyed in places where reading a blog cannot! Your commute to and from work, while you sweat out the kilometres on the treadmill at the gym, while you walk your dog, cook dinner, sit in the bath or simply drown out the distractions of your surroundings.

microphoneAre you ready to start podcasting yet?

As businesses look for new platforms to compete for and connect with their customers, podcasting is sure to experience a major growth spurt as marketers seek to capitalise in the near future. In an industry driven by building ‘community’ and offering tailored experiences for their customers, podcasting offers both one of the most engaging ways of connecting and creates the perfect platform to deliver incredibly high-value content.

Of course, these aren’t the only reasons to get into podcasting. Check out these interesting statistics: Big Time Podcasting Statistics and Demographics if you need further persuasion.

If you previously discounted the idea of adding a podcast to your marketing mix, perhaps now is the time to reconsider.

Audience Industries Will Help You Drive Revenue Online

Audience Industries Will Help You Drive Revenue Online

Are you new to digital communications, work in marketing or as a web admin? Good. You’ll want to hear this:

Your online activities for your business can significantly monetize your audience!

Maybe you knew this already but, if you’re here, you may need a little help getting to that point. Lucky you, we have just the thing! The Audience Industries NZ tour is coming to town!

How Audience Industries Will Help You Drive Revenue Online

The Audience Industries program is made up of 4 separate curricula, which together cover everything you need to know about increasing your online profitability.

Let’s focus on the most widely applicable course, the Sequoia curriculum. With 6 modules and 4-8 hours of your time, learn how to turn around your online efforts in simple ways that will make a huge difference to your business.

  1. Learn your audience’s ladder of value, where they came from and when they’ll be ready for you.
  2. Keep the audience coming back for more with pro marketing.
  3. Build the ultimate audience with every word you write.
  4. Stand out so your audience can find you.
  5. Find out how to get your audience from each of your social media platforms to you.
  6. Don’t sell yourself short. Your knowledge is worth a lot more. Start to understand pricing, format and what to expect in the future.

Intrigued?

I thought you might be. When it comes to your business, what you’ll take away from the Sequoia course will be invaluable. There’s no question.

Dan Morris and Rachel Martin

Founders of Audience Industries and your online marketing gurus for the tour, will be arriving on our shores in May to share their marketing expertise with us.  Are you in or near Auckland, Dunedin, or Wellington? If so, read more about the tour and book your spot now while the going is still good!

If you want to improve your online revenue for your business, don’t let this tour pass you up. Book now and take the first step towards maximising the potential of your website.

Twitter is Deprecating TweetDeck Creative Agency Secrets

Twitter is Deprecating TweetDeck

If you’re a TweetDeck user, get ready for a shock: Twitter is deprecating TweetDeck.

Twitter is Deprecating TweetDeck

What’s the good news?

If you don’t know about Hootsuite already, you can set up a free account. Hootsuite is very much like Tweetdeck in its appearance and I would recommend migrating to that. You can continue to manage your Twitter conversations with Hootsuite, keep track of retweets and mentions, etc. You can also manage your other social media profiles with Hootsuite, like LinkedIn. And there’s the Autoschedule function which puts your Tweet in the queue to post when the majority of your followers are actually on and looking at Twitter so they’re more likely to see it.

Althought Hootsuite would definitely be an easy migration for current TweetDeck users, I’m a big fan of Buffer because you can set up schedules for when your posts go out. Also, they show you a graph indicating when the best time to post is using their Optimal Schedule (much like Hootsuites Autoschedule, but they don’t have a pretty graph). But you can’t manage conversations through Buffer just yet. They’ve come out with a Beta program called Respond which also looks a lot like Hootsuite but right now Buffer and Respond are two different social media management tools as opposed to Hootsuite, which is literally the two in one.

Besides that, they both allow you to connect a few social media profiles for free. If you went with either of them, it’s likely you would not have to pay for the service. But, really, check out Hootsuite, TweetDeck users, the transition will be smooth, I promise!

Grow Your Online Marketing Programme with Audience Industries

Grow Your Online Marketing Programme with Audience Industries

Grow Your Online Marketing Programme with Audience Industries

Let’s get serious about your online marketing programme

Do you want to make your business work? Of course you do. So get serious about your success and let’s talk about what it’s really going to take for your online marketing programme to get you the numbers you want from your website.

Audience Industries is coming to New Zealand for a second year in a row and these two international experts from the US, Dan Morris and Rachel Martin, want to sit down with you and show you what you need to know to operate your business online and make it successful.

A sneak peek of what you’ll take away from the courses: Escape Velocity

Do you know how much you make per visitor? Per pageview? How much should you really be spending on your online marketing efforts? You’ll get the tools you need to find out and take action to make your online business pump out the numbers you want to see. Set your goals and learn from Dan and Rachel just how to achieve them with Escape Velocity.

Sound like you? This is just one of four courses in the curriculum for the Audience Industries NZ tour. You want to grow your online marketing programme? This is it. Sign up for Escape Velocity in Auckland for April 29th and learn how to tighten up your goals and really reach them.

What else can you look forward to in the 2016 Audience Industries NZ tour?

  • Auckland, April 29th – Escape Velocity Curriculum

  • Auckland, May 1st – Sequoia Curriculum

  • Dunedin, May 3rd half day – Sequoia Curriculum

  • Dunedin, May 4th half day – Circles Curriculum

  • Wellington, May 5thSequoia Curriculum

  • Wellington, May 6thCircles Curriculum

  • Auckland, May 9th – Circles Curriculum

  • Auckland, May 10th – Clusters Curriculum

Click through to read about each course in depth including the curriculum.

If you’re ready for Escape Velocity, book now and ready yourself for an event that will take you straight to the heart of the 5 key metrics you need to know as a business to operate successfully online.

From attraction to traction: build your list with Unbounce landing pages

Landing pages are important to drive valuable conversions for your business as we wrote before, whether from current customers or new prospects. But designing the perfect landing page can take several weeks to accomplish.

Well, at least, it used to.

Enter Unbounce, a tool we are using to create beautifully designed landing pages, built to deliver easily measurable outcomes.

Yes, we know: there’s a ton of groundbreaking offers popping around on the internet every day, promising to be the Holy Grail of marketing. Luckily you have us to filter the noise and point you in the right direction! 🙂

Why we chose Unbounce Pages

This complete add-on tool has the advantage of offering quick creation and editing, cutting a lot of time from the development stage of the landing page strategy for our clients. Unbounce delivers agile results, not neglecting the “best practices” learned by the developers with intense market research. Every Unbounce landing page is completely mobile responsive, which means extra points for you in Google’s eyes.

Having a successful business on the internet is a tricky thing if you don’t focus on driving results with the right strategy. Among lots of features, Unbounce offers A/B tests and Google Analytics tracking that are amazing at collecting data and eliminating doubts in the decision-making process. It can all be integrated seamlessly into WordPress, Joomla and other CMS platforms, so the landing page doesn’t feel disconnected from the rest of your website. When a visitor gives you their e-mail address, it can automatically go to your new MailChimp highly-focused list for future prospects. Simple as that.  Check out all the Unbounce integrations.

Build your mailing list

Do you feel like building a highly-focused list of contacts is what’s missing from your digital marketing strategy? Contact us right away.

creative agency secrets new landing pages

The Landing Page: Is Yours Performing?

Landing pages are undoubtedly one of the most powerful features of your entire website. We’re willing to bet that, regardless of the purpose of your website, you have at least one landing page to filter your web traffic towards a purchase decision or other desired action. You don’t want to let your prospective customers slip away because your landing pages are ineffective, do you?

This got us thinking, “How effective are our own landing pages at driving action?” Further exploration of this question revealed our landing pages could, indeed, be better.

What makes an effective landing page?

Each landing page only serves a single purpose.

It should be stripped of the full range of information available on the rest of the website in order to focus the visitor. Having additional content on the page only distracts the visitor from the reason they arrived there and, thus, decreases the likelihood of a successful conversion.

Your landing page should also be able to accurately measure where your traffic is coming from and where they go next. Having too many variables on the page creates unnecessary complications in your analytics and reduces the effectiveness of the page.

Our old landing pages were visually outdated and cluttered with a stack of information that did not show clear actions.

How did we improve them?

The solution came in the form of Unbounce, a tool that specifically builds quality landing pages which drive results. We have dedicated an entire blog post to explaining the advantages of Unbounce – subscribe to our blog to catch future posts and to stay up to date on other marketing tips for business.

We redesigned the landing pages for our 3 core offerings as a business – Marketing Services, Training and Free Marketing Advice.

Aside from an enhanced aesthetic make-over, which fits in perfectly with our branding and design, the pages now have a much clearer and appealing interface, outline the purpose of the page and make it even easier for visitors to find exactly what they need to take further action.

We compare the old and new versions of the same page:

Old vs. New Landing Page Designs

Marketing Advice

free-marketing-advice BEFORE

OLD 

Free marketing advice landing page

NEW 

 

Marketing Training

marketing-training BEFORE

OLD 

Marketing Training landing page

NEW 

 

Marketing Services

marketing-services BEFORE

OLD 

Marketing Services landing page

NEW 

Which looks more appealing to you?

Do you need help improving your landing pages?

Get in touch!

Marketing Online magazine features how to use RSS

Rebecca’s article ion how marketers can use RSS is in this month’s edition of Marketing Online (p22-23).

Really stoked that we’re getting online!