We are an Eastern Europe digital agency of 40+ team specialising in business software development. We have been doing some projects for a high profile customers in the UK through our partner there. What would be the best way for us to find new customers? We don’t have a sales nor marketing team as most sales were driven by our partner.
The key elements are to follow the Customer Value Optimisation model. Now since you don’t have Business Development resource in-house you are going to have to hire or outsource to get the skillset you need.
Before that, and the most important part of the CVO is “Determine your Product / Market Fit”. That’s the core and here I strongly advise you spend some money on hiring a marketing expert who can facilitate a session with you to extract that, capture it into a written strategy plan and help you write the tactical implementation plan. (that’s the Return Path on CVO).
Then you have the core already agreed and can use this to brief outsourced folks to write landing pages, ad copy, research DM lists, run social, do follow up calls etc. In this way you can hire execution people who are cheaper than strategy people.
My own Lead Generation Methodology follows a similar pathway detailed on this slideshare deck and accompanying YouTube
Watch the Video training of the Art and Science of Generating Leads
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PLEASE NOTE: Some of the details in this article have been rectified per recent conversations with Shuttlerock. These new details are noted below! Thanks for your feedback, Shuttlerock!
We’ve come across marketing software created by a business here in New Zealand called Shuttlerock. It sounds sort of science fiction-y and futuristic – something you might see in a Rae Bradbury novel. In a way, it could be next gen technology in content sharing and revolutionize how businesses aggregate and manage user content to their benefit.
What Shuttlerock does with user generated content…
If you’re a business and have social media channels, have you ever wanted to capture all your customer feedback and testimonials in one place? Sure, leaving it in the platform from which it originated is perfectly acceptable. But, what about putting it in the one place in which your put the majority of your efforts, i.e. your website. Right now, this information has to be collected manually and configured in an appealing way so that your traffic, your customers and followers, can see: Hey! Other people like this product and have gone so far as to say something about it on the internet!
Including content aggregation, Shuttlerock takes it a few steps further
Besides collecting user content for your team to sift through, sort, and put on display on your website, Shuttlerock also helps you promote your brand to get more user generated content. How? Contests and promotions, of course! We know that one of the best ways to get engagement online is to incentivize your followers to promote you and your brand. You can get them to share their visual content promoting your brand and reward them for doing it. If done right, you’ll get a flood of content that you can then share, directly on your site. Not only do you get to share their excitement with your other followers but they’ll also be excited to see that their content is being shared with the world. What better way to encourage and reward loyal followers!
Who is using it and how.
Shuttlerock operates in its home country of New Zealand and now Japan and the US. In recent Shuttlerock news, Lady Gaga used the program to allow her followers in Japan to upload their content to her website. These photos, directly from the source (her fandom), will be collected and used to create a poster for her Japanese ‘Cheek to Cheek’ album. Now, that’s innovative.
What I find interesting about it.
This program puts power into the hands of your marketing team in a way that can really make a difference for the brand. For one, your team can manage the content via apps, as well as share their own related content, which gives the brand a more approachable, human aspect that’s approachable. And, for two, they will have social proof of what is and is not working for the brand that can be shared with upper management. I find that extremely valuable for businesses to really make a dent in their market and bring exactly what their customers want based on their feedback.
The cost.
So, the only thing that I’m hung up on is this bit: the flat fee of $500 per month. For big businesses with marketing budgets that would make you swoon, $500 a month is a drop in the ocean. However we can’t forget about smaller businesses with much tighter marketing budgets – to whom $500 a month is completely unattainable. Shuttlerock, there’s nothing inherently wrong with your fees. I’m just suggesting you have a tiered option for businesses big and small. It could be based on company size, or social media following, even the amount of content that gets shared. Just saying.
UPDATE: From our recent contact with Shuttlerock we’ve been informed that the fees are $5,000 per month and are focusing on enterprises… BUT! they’re currently powering their way through some key partnerships with the goal to, eventually, have options for small and medium enterprises. Until then, we’ll look on Shuttlerock with starry eyes!!
But, way to go!
In a world where brands are continuously vying for attention from consumers, having visual, word-of-mouth content directly from other individuals on your website is amazing. And, as a consumer, seeing that other people just like you or from all the way across the globe also like this particular product, it just makes it more endearing! You want it, seeing and knowing that other people want it and are willing to share their opinions about it, all over the web.
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It’s frustrating when you search for a business and get the wrong answer. Did you know that you can edit how your business listing is displayed in Google search results? It’s called Google My Business.
This short slide deck shows what you can do in the tool and then how to use it to improve how your business is listed.
https://creativeagencysecrets.com/wp-content/uploads/2016/03/How-to-use-Google-My-Business-to-improve-SEO-Creative-Agency-Secrets.jpg441600Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-03-23 13:50:012016-03-24 09:41:45How to use Google My Business to improve SEO
Yet again, Google has changed its search page layout – the right sidebar went last week…. Now, does that matter for your business or not?
The old sidebar had adverts in it and now adverts only appear at the very top of the search listings.This is a “reduced real estate” situation in the lingo.Where 8 adverts used to appear, there are now only 4.That means that competition for advertising space is doubled – prices may rise.What that means for most business owners is that if advertising gets more pricey, you can choose whether to adjust your budgets.I recommend spending on natural site search as an alternative.Every recent Google algorithm update has hit the ‘game-the-system’ players hard and rewarded websites with strong on-site content.Put your money into your own website rather than into Google’s pockets.
Local Search Matters
So first, let’s check your business and how it shows up in the Google local pack.This is the map and associated listings with pins showing locations.Google are showing a map of local businesses into your search results.This allows the physical location of a business to influence whether prospects choose you or not.So it’s important to get listed accurately.Go first to Google My Business https://business.google.com and start registering and verifying.
Local google search showing map and address
Is your information accurate?
Step one is to clean up your NAP citations.NAP is the acronym for Name, Address and Phone data. This clearly tells a visitor that a business is local.You should claim your business and get listed accurately.Be consistent, don’t shorten words like Street or use different variations of ST. St, and Street.[Did you see the comma and full stop there?]
Now, what about other citations?
Do a broad search for your business name, owners names and all possible variants as well as geographic searches.List every website where you can be found.There may be many as most directories are aggregators of others’ content and so mistakes get flicked on and on to more websites.
In the good old days every business was on Yellow Pages and I still think that’s a great place to start your directory listings.But Yelp is increasingly important..go and search for your business on yelp.co.nz and ‘claim’ it.Then you can log in and edit the details.
Yelp claim your business
When you claim your listing, be very careful to select the correct category for your business. And please, be consistent – write down a standard short and medium length text description which you can use everywhere.Also write one about your products or services.And another about the business owner(s).
Now here’s a list of the local directory sites where it is worthwhile “claiming” your business listing and this is the process I recommend you run through for each one.
see if you are already listed
is the information NAP accurate?
edit or insert for the first time as necessary
keep a record of your logins so they aren’t lost to the business when you leave
set a future diary date every 6 months to review and update the listing.
Please share your tips for other directories as we can all learn more!
This article was first published on
Improving your local SEO is an important part of your business marketing. It’s all part of Getting your website working hard for your business [there’s a free ebook telling you how].
Read more blog posts about Who You Are and Profile Raising by clicking the icons below. Each is a step in our 8 Step Methodology
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A client asked us what they could do to thank their clients for their business that was more original than a christmas card. Here’s a summary of our suggestions:
Charity Gifts
Do a charity donation plus a performance. I know the CEO of StarJam a charity empowering young people wiht disabilities through performance and singing. Pay to sponsor their class for a year (it costs $30 per child per month), invite all your clients to a drinks party (mid-winter) and get a performance from the troupe. I’ve experienced these and they are very powerful, plus it’s local and community building.
Better still, make the donation in the name of your client and get StarJam to send a thank you card direct to the client so they know it was given by you but they get the recognition.
Subscription gifting
Choose something that comes once a month so clients remember you throughout the year. The Ma Cherie cafe makes exquisite French macaroons and pastries (I had breakfast there today) and they could send a box gift from you all. Or FarroFoodKits (Auckland only) or SnackPack the Honest Food Co,
Others include Bacon delivery or beauty products, pet gift boxes or shaving products monthly.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2015-11-12 12:12:052022-12-19 11:57:12Unusual Christmas gifts for business
This is the webinar of the year which we’ve put together for you.
In it, Rebecca explains how to find out if your website is performing using 3 simple free testing tools. You should do these tests now and see if the results match your expectations.
How to run a website (design and functionality)
Top 3 website frustrations business owners have and how to solve them
Top tips to get your website generating leads
3 Free tools to test your own website to see if it’s performing (or not)
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One of the simplest and yet, most effective methods we have found to grow our mailing list at Creative Agency Secrets, has been with the integration of a ‘Lightbox’ or a ‘pop-up’ plugin.
For any business operating with an online presence (let’s face it, if you’re not, you should be!), one of your primary objectives should be to acquire email addresses of potential customers to sell your glorious products and services.
However, relying on customers to navigate your site and opt themselves in is like telling your dog to fetch a ball that it doesn’t know exists. You need to show them the ball and especially why they want to chase it!
Okay, what is a lightbox?
To put it simply, a lightbox is an extension programme on your website that jumps up at your visitors displaying a customised message, usually requesting visitors to supply their email address in exchange for some kind of benefit. These benefits are typically newsletter subscriptions, prize giveaways, eBooks, online courses and other free rewards.
Key factors to building an effective lightbox
Firstly, your lightbox needs to stand out. Web users are exposed to multiple lightboxes on a daily basis. You need to ensure yours captures their attention. Most lightbox software allows customisation of colour schemes and text which aid in making it visually appealing when it appears on your website. Aside from being eye catching, you need a powerful and enticing message that will draw them in as well as outline clearly what they get.
The lightbox should serve a single purpose – sign up here to receive benefit ___. If you make it too complicated, visitors will lose patience and simply close it without completing the signup.
Offer your visitors something that they want. No visitor is going to sign up for your offer if they have no interest in it or cannot see any real value from it.
Set frequency and page display settings to something reasonable that will not drive people away. Your lightbox should be a passive reminder, not an aggressive punch in the face to get visitors to sign up.
Associate it with your email client management software and it will directly import the email addresses it collects into that programme, saving you time and effort.
Once you have your lightbox setup, you simply launch it and leave it to acquire all those precious email addresses on its own. Easy!
An example of a Sumo Lightbox on a client’s website
Some lightboxes work better than others however. Our previous (paid) lightbox on one client’s website appeared cluttered and ‘busy’ on the webpage. After some deliberation we decided we should see what else was available.
We assessed a number of alternatives across a range of features such as mail client integration, level of customisation, price and so forth. Although paid and free versions existed for most options, we discovered the benefits of many of the premium lightbox providers were not substantial enough to justify the purchase.
Our clear favourite at the end of the process was a product called ‘List Builder’ developed by Sumo*. Their simple user interface meant it was pleasant for our visitors to engage with and the customisable colour and text allowed us to align the lightbox with our clients’ brands.
In the first few months, we saw the number of subscribers jump from roughly 20 – 30 per month to over 300! Our mailing lists continue to grow steadily and our lightbox is undoubtedly a key driver in facilitating this.
So what are you waiting for? Convert your web traffic into willing customers immediately, or get in touch if you would like us to help you get there.
*For a full breakdown of the lightboxes we compared, click here.
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This month we’re working on two clients both with membership businesses. They need strong copywriting on both their home page and the landing / squeeze page where the pitch for members is made.
We got out and tried to find some good examples of membership sites where a really compelling landing page lays out the offer and the benefits.
It was surprisingly hard.
I had hoped that Copyblogger would be good – but despite moving much of their content behind an email registration wall, the old landing page is no longer there – maybe they’re so well known that the benefits are no longer needed.
A subscription service for monthly coaching and education on all aspects of blogging for profit – this page really lays out the details of what a member gets and shows archive material which is also available to each new joiner. The video welcome is a nice touch.
A totally different approach is used by expert business coach, Tom Poland. He uses a letter form to make a strong offer in the headline and a personal offer – with a guarantee.
Both offering education services to modern marketers, these sites have a near-identical page layout and copy style. Interestingly, the DM list of advisory courses look like individual tiles, but they all go to a letter-style long copy landing page from the founder, Ryan Deiss.
Econsultancy landing page copywriting example
Digital Marketer landing page copywriting example
Got any other examples?
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Linda Horton from Bermuda makes amazing Bermudan Black Rum Cakes and is planning a 30th
Horton’s Bermudan Black Rum Cake
Anniversary Marketing event. Here’s what we recommended
Create a special cake (unique box, big plus small cake in one box, different sizes, multi-buy)
Use your database of past customers and create a mailing campaign
Create a landing page on your website “30th Anniversary” – on the page talk about the history of the company and tell them there will be a contest every week during July and you’re planing a special cake edition. As each email gets sent out, edit the page to include more and more information
Send messages as follows
1 month in advance (1 June) telling them to expect something special at the anniversary.
2 weeks later tell them what it will be and say you’re taking advance orders at a special discounted price for 1 week only. [This is useful because you then know the volume you need to bake.]
1 week after – send an email saying you will raise the price to the normal price on the website in 1 day [this will drive more sales].
On 1 July start the contest on Facebook and also run it on the website. Include a simple entry form so you get their email addresses.
On 8 July announce the winner of the first week on Facebook and the website page. Also email every person who entered and did not win offering them a special price on a cake and encouraging them to enter again.
Repeat each week till the end of July.
If you want to boost contest entries you can do Facebook advertising to send people to your landing page.
I am really looking forward to the cake Linda’s sending over for the team… morning coffee will never be the same again!
