Author: Samuel Baraza

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The Key Ingredients to a Winning Mobile Content-Marketing Strategy

Posted on by Samuel Baraza

When you think about the different ways customers land on your company’s website, mobile is most likely a growing driver of traffic. According to the latest statistics from Pew Research, 56 percent of Americans own a smartphone and 34 percent own a tablet. Then consider that 63 percent of smartphone owners use their devices to go online.

 

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Does your content-marketing strategy take these trends into account? Plugging new channels or technologies into your existing content strategy isn’t enough. As a business owner, you need to consider how your site and your marketing are being delivered over the devices people are using. If you’re not delivering your marketing messages in a way that’s tailored specifically to the experience of a smartphone or tablet user, chances are you’re turning customers away.

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Here’s a closer look at some critical points to consider about your company’s mobile content-marketing strategy:

 

Mobile isn’t just about the device. Don’t just look at the mobile channel as a series of devices. It’s true that your content needs to be optimized and look great across different brands of tablets and smartphones. But mobile is also about the context and behaviors of your customers while they’re on those devices.

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What are they doing on that smartphone? Are they accessing content relaxing at home, or glancing quickly during their commute? Your content strategy needs to represent a deeper understanding of your users’ mobile context and what that means for both your content and experience creation.

 

For example, I recently bought a new home theater system. As I was setting it up in the living room, I realized that I lacked a particular part to enable the wireless rear speakers. I needed to figure out how to buy that part while I was next to my speaker system so I could examine their part numbers and other information printed on the speakers. I pulled out my iPhone and began searching the web. Plenty of suppliers had the part available, but I made my purchase based on what I needed at that moment: Assurance that it was the right part, trustworthiness of the supplier and a reasonable price. I purchased from the supplier that was able to convey each of those things in the easiest, most efficient manner on my smartphone.

 

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Base your strategy on how your audience really uses mobile. An effective mobile content strategy demands an understanding of your audience’s mobile usage. Marketers like to imagine they know their customers. But the reality of mobile usage may differ from your perception.

 

Part of your audience profile should focus on how mobile fits into your customers’ lives. What devices are they on? What kind of an experience are they looking for from you? Data from your existing website analytics program can give you mobile insights, as can targeted surveys, to form the foundation of your mobile content strategy.

 

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Think before you shrink. The old model of content creation was to adapt content from other formats, usually the web, to a small screen. Text was chunked differently, visuals updated and overall layouts simplified and made more “tappable” for touchscreens.

 

Instead, look at all of your content through a mobile lens at the point of creation. Copywriting and visuals should be as short and minimalistic as possible, while effectively conveying your message. Then adapt your ideas from there to the bigger screen. Scale content creation up, rather than down.

 

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Rethink your user experience through design. Every business needs a website that looks great and functions well on mobile devices. If information is hard to find or your site is impossible to navigate, you’ll lose customers. But mobile design goes beyond basic functionality. Ask yourself if you’re providing the right experience in terms of content, look, feel, functionality and tools to help your customers achieve their end goal.

 

Going back to my example about buying the part for the home theater system, during my search for suppliers I found several that had awful mobile design. One in particular wouldn’t even let me add my item to the cart. Needless to say, I didn’t make my purchase from that supplier.

 

Focus first on the experience, and then optimize the visuals.

 

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Expand your understanding of conversions. In the mobile universe, conversions go way beyond the sale. Signing up for a newsletter, sharing your content or downloading a white paper may be valuable customer touch points. Think about the range of mobile conversions with value for your business and develop mobile content to support that funnel.

 

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Take advantage of location. Geolocation technologies are giving businesses creative ways to engage customers, from sending market research surveys to customers nearby to offering discount codes to drive sales. Examples of these technologies include Apple’s Siri, Google Now and GPS-enabled apps for iOS and Android.

 

Mobile devices are the lever these campaigns hinge on. Consider how location-based technologies could increase immediate engagement with your customers.

 

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Leverage the rise of micro-video. As visual content such as videos and infographics become the preferred form of content, specific opportunities are appearing for mobile. Short videos on Vine and Instagram have provided marketers another way to reach their audience. What part of your story can you tell in a micro-video? For some interesting takes on Vine campaigns check out Oreo’s campaign and Lowe’s six-second home improvement tips.

 

Make social engagement easy. Is your content easy to share and easy to engage with? Simple like and share buttons encourage social engagement. If you’re requesting information, avoid long essay questions and forms that are awkward to navigate.

 

With more opportunities to reach customers and prospects by mobile, companies can stay relevant by creating mobile-focused content marketing strategies. This can help you to concentrate on high-return mobile activities that drive website traffic, engagement, leads and sales.

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Source: Entrepreneur

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10 Tips for Writing Better Online Marketing Content

Posted on by Samuel Baraza

Traditionally, marketing sells by sending information to people. Marketers produce brochures, send direct mail or email, or place advertising. This is known as “push.” The marketer starts the conversation.

On the web, most contacts are “pull.” People come to your site to find information; the visitor starts the conversation. And you must converse—you must satisfy their information need before you can market to them.

Here are a few things to keep in mind as you craft your marketing content.

1. Marketers often think in terms of how to draw people in. On the web, the primary concern is not to drive people away.

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2. You have 10 seconds to convince visitors that your site deserves a closer look. A recent study from Microsoft Research found that first 10 seconds of a webpage visit are crucial to the user’s decision to stay.

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3. Reading is the primary action people perform on websites, but many people strive to read as little as possible on most websites they hit.

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4. Visitors come to a website to satisfy goals, to perform tasks, to get answers to questions. Think about your own online reading habits. Most often you are looking for something specific.

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5. Take the lead from content marketing and give users factual information as quickly and easily as possible. Because web visitors are so goal oriented, they do not want to be distracted by irrelevant information.

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6. Good web writing is like a conversation. Think of the questions your readers will ask, and answer those in your copy. Use short sentences, and keep it conversational. Show that you are a person and your organization includes people.

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7. On the web, you can be informal and professional at the same time. Writing informally is not dumbing down; it is writing so busy people can understand your content.

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8. When writing web content, use simple words, active verbs, and meaningful modifiers.

9. When you write using simple terms, your site accommodates busy people, impatient people, the aging population, people who read English as a second language, and people who have poor literacy skills. (Have you ever heard anyone complain that a website’s writing style is too simplistic?)

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10. If users cannot find what they are looking for on your website, they will go elsewhere.

Source: Entrepreneur

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The 80/20 Rule of Sales: How to Find Your Best Customers

Posted on by Samuel Baraza

It is an old business adage: About 20 percent of your customers produce 80 percent of your sales. In my book 80/20 Sales & Marketing, I argue that this 80/20 principle also applies to time management, search engine marketing and far more.

The funny thing is that even with sales, business owners often ignore the 80/20 rule.

We’re all tempted to waste our time trying to please all of our customers instead of the most lucrative ones.

We are all conditioned to always respond to the stimulus around us. So if you obey the 80/20 rule, you are going always to feel as though you are ignoring something — because you are.

It will be an irritating feeling at first. And it particularly gnaws at Americans because we are prone to trying to treat people equally. The phrase is clearly written our Declaration of Independence, that all people “are created equal.” .

But all customers are not equal. Far from it. Some earn you an amazingly disproportionate amount of money, many make you a little bit of money, and some even waste your time. With the last group, you lose money selling anything to them at all.

Your goal should be to zero in on those 20 percent of customers who are essential for your business’ prosperity.

Here are some tips on how to do just that:

Mine your customer lists. Maybe it’s your email distribution list or your company’s Facebook following. But I still find it amazing how many businesses don’t bother to look up sales data on the customers. Apply the R-F-M rule: Check which customers on your list bought most Recently, bought more Frequently, and spent the most Money. Bingo. You’ve found a chunk of your 20 percent. Focus on them. Send them nicer Christmas gifts. Send them a postcard when you’re on vacation.

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Study your geography. Delve into your point of sale systems and find out where your money-making customers actually live. You can do it really bonehead simple with thumbtacks on a map if you want; or you can do a detailed study. Either way, odds are people or businesses from certain neighborhoods or certain cities are providing most of your business. For example, I know that most of my business consulting customers come from suburbs of technically advanced markets such as San Francisco, Dallas and Washington, D.C. This is important knowledge because you can save money on Internet advertising and other forms of marketing by narrowing it to specific geographies.

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Find your customer niches. The customers who buy the most expensive products or services almost always fit a peculiar demographic. They are noticeably different than everyone else. Stay open-minded as you figure this out, too. For example, I have a client who provides publicity for authors. Overwhelmingly, his hottest buyers are middle-aged divorced women. Many are rebounding from failed marriages and feel compelled to do something significant — like write a book. My advice to my friend is to subtly take advantage of this insight by publishing customer endorsements where the authors mention similar struggles. People who’ve experienced that pain can’t not notice. Those stories naturally attract similar authors to the business.

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Fire your problem customers. Inevitably, there is another 10-20 percent of customers who rack up support tickets and chew up phone time, and take away from you servicing your most lucrative 20 percent. If you’ve tried to fit a square peg into a round hole too many times with them, just stop. I’ve done that. I’ve said to customers, ‘I should not be consulting for you anymore.’ I’ve occasionally even blacklisted customers — or at least made a point to ignore them until they go away. Be polite and gracious about it, because you don’t want a bad online review. But still do it.

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Pinpoint your ‘Silent High-Volume Buyers.’ Almost all businesses have a few of them — especially in B-to-B companies. They send in a purchase order every two months, and it’s usually a nice fat one. They truly are your highest-return customers. They require so little maintenance that you don’t even notice they’re there most of the time. Instead, you’re chewing up time on the phone with the squeaky wheel guy who actually costs you more money to service than he makes you. Ignore the problem customers, and direct your time towards relationships with the hassle-free, big spenders. Take them out to lunch. You’ll most certainly find there’s a product or service you have that they don’t know about.

It is so natural to want to pay attention to all of your customers. But you don’t need everyone — far from it.

Paddle away from the 20 percent of your customers who cause problems, and focus on the 20 percent who buy the most from you.

Source: Entrepreneur

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10 Ways to Promote Yourself to Entrepreneurial Success

Posted on by Samuel Baraza

Too many entrepreneurs I know still believe that their great idea will carry their startup. Yet most investors agree that the “idea” is worth nothing alone, and it’s the entrepreneur’s execution that counts. That means that selling yourself is more important than selling your idea.

 

In the corporate world, experts have recognized for a long time that the way people perceive you at work is vital to your career success. No matter how talented you are, it doesn’t matter unless managers can see those talents and think of you as an invaluable employee, a game-changing manager or the person whose name is synonymous with success.

 

In the entrepreneur world, your perception is equally critical, except the “managers” in this world are your investors, customers, vendors, business partners and team members. I just finished a book by Dan Schawbel, Promote Yourself: The New Rules For Career Success, which will help you maximize these perceptions.

 

Here is a quick guide to some of the changes that Schawbel sees in the workplace that require self-promotion and some updates that I have added for entrepreneurs:

 

1. An “idea” is just the beginning. Use your business idea to kick start your relationships with co-founders, investors, customers and business partners. Your ability to promote yourself and learn from these will determine your ultimate success.

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2. Pursue skills you don’t have right now. A U.S. Department of Education study shows that soft, interpersonal skills have become more important for success than hard, or technical, skills. Entrepreneurs need to have leadership skills, as well as an ability to work in teams and listen. Coaching skills, which you can learn from advisors and networking with peers, are also a plus.

 

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3. Polish your reputation, as it’s your best asset. Your CEO title might be good for your ego, but in the grand scheme of things, what matters more is how much people trust you, whom you know, who knows about you, and the aura you give off around you. What other people think you can do is more important than what you have done.

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4. Your personal life is now public. With the internet and social networks, things you do in your personal life can affect your success in a big way. Manage your whole image, rather than ignore it. Even the smallest things, like how you behave, your online presence — or lack of it — and whom you associate with can help build your brand or tear it down.

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5. Build a positive presence in new media. There are plenty of benefits to new media, if you maintain a positive presence. Your online social networks enable you to build your reputation, connect with people who have interests similar to yours, find educational opportunities and put you in touch with people who can help your startup.

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6. Play nice with people of all ages. The combination of economic need and increasing life spans is keeping everyone in the workplace longer. As a result, you’ll need to work well with people of all ages. Each generation tends to communicate differently and offers a different view of the marketplace.

 

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7. The one with the most connections wins. We have moved from an information economy to a social one. It’s less about what you know (Google search will help you in seconds), and more about whether you can work with other people to solve problems. If you don’t get and stay connected, you’ll quickly become irrelevant.

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8. Just one person can change your life. Remember the rule of one? All you need is that one investor, that one major customer or that one distributor to keep you ahead of competitors. It’s up to you to get that key person on board to support your business. Self-promotion in the right way can make all the difference.

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9. Hours are out, accomplishments are in. If you want to grow your business, stop thinking about how many hours you work, and aim for more milestones and traction. Success is more results, not more work. Measure your results and promote them. Help others realize your value.

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10. Your startup is in your hands. Be accountable for your own business success, and take charge of your life. Look for win-win business relationships, since people won’t help you if you are not helping them. If you aren’t learning and growing, you have nothing to promote and aren’t benefitting anyone.

 

 

The challenge for all entrepreneurs is to gain visibility and show value without bragging and coming off as self-centered. Take personal credit where credit is due, but also share the successes of the team and the business milestones with everyone Success leverages success.

 

Now, how do you start? I like Schawbel’s recommendation to do one thing every day, like add a new skill, or build a new relationship that will advance you. Developing this “One Step Forward a Day” habit will keep you current, make you feel more fulfilled, confident, and increase your ability to promote yourself

Source: Entrepreneur

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Are you an entrepreneur?

Posted on by Samuel Baraza

The differing attitudes of entrepreneurs aren’t recorded – but perhaps they should be. Regardless of your age, background, gender or ethnicity, your success as an entrepreneur is most likely to be down to your attitude to business. 

If you’re determined, prepared to make personal sacrifices, have the ability to plan ahead and take on board advice while remaining focused on your goal and also, of course, have a decent business idea, you will have every chance of success wherever you’re from and whatever age you are. 

To help you determine whether you have what it takes, in the sections below we describe the core skills you need to possess, or develop, to make your business a success. 

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Confidence

It probably won’t come as any surprise to see this at the top of the list. To succeed as an entrepreneur you do need to be a confident person. In fact, even to think you have a chance of making a new business work in the first place, you need to be a confident person! And the harsh truth is that it is hard enough to start a business from scratch that it does take an unusually confident person to get there. David Lester, founder of a number of successful businesses, including Startups.co.uk, says “Entrepreneurs need to be both very self-confident and naive; self-confident enough to believe that their idea really is better than what is already on offer, and naive enough not to know about the problems they will encounter along the way.”

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Commitment

Can you work incredibly hard, all day, every day? It isn’t about putting in a couple of late nights, or making an extra effort for a one-off project. In launching your first business, you could find yourself on the wrong end of a potentially gruelling timetable that could go on for weeks and weeks, if not months. Or, in the case of Dylan Wilk, a whole year. When Dylan was setting up Gameplay.com during the 1990s, he claims he was permanently “doing 24/7 . . . I was working every single second of every single minute. Sure I had to give up a few things, like sleeping and eating, but I was willing to do that.” 

Are you prepared to make the same commitment?

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Motivation

Linked to your level of commitment is your ability to be motivated and, crucially, self-motivated. Being self-motivated is not the same as being pushed by someone else to do something. This motivation has to come from within. It has to come from your energy, your discipline, your focus. This is difficult enough when things are going well, but what about when things are going badly?

“It’s really tough,” admits Dylan, who recalls just a few things that went wrong in the early days. “We were burgled around eight times; we had tens of thousands of pounds in stock stolen; we had someone register our name and then try to slap a writ on us – that was pretty hairy; we had moments where it looked like the business was going to go under. And, at times, I didn’t really know what to do.” So even the most determined of entrepreneurs have moments when they are not sure which direction to take. Even if they do know, some have simply had enough and can no longer be bothered to take it. Dylan adds: “You have to really believe in yourself and decide that, no matter what, you will not be beaten.”

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Emotional resilience

Belief in yourself is not enough, however. You must also have a capacity to work for yourself, often by yourself. At first this might sound like bliss, with no more workplace politics and gossip. But what about the banter, the social life and, more seriously, the brainstorming of solutions and the bouncing around of ideas? If you are like most solo entrepreneurs, you will miss this. “The simple fact is that it can be very lonely,” says Andrew Ferguson, founder of the Breakthrough Network, which counsels people on new ways to work. “You can feel, professionally at least, very isolated at times.”

Gwen Rhys, founder and director of networking organisation Networking Culture, agrees. “But there is a solution,” she says. “You need to build up a virtual team. You need to develop a circle of colleagues that you communicate with in much the same way you did in the office, except now it may be over the phone, via email, or face-to-face, but once a month rather than every day. You also need to make sure that you do get out there and mix with people. It is worth joining a professional group you connect with, even if it is only to learn that there are others who have been through what you are going through and identify with how you are feeling. This in itself can be a great source of support.” 

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Optimism and opportunism

All this talk about what can go wrong may sound daunting, and the last thing you will probably expect to be feeling is optimistic. However, Dylan says that this is exactly what you have to be. “There is no point doing something if you think it will not work,” he says. “But sometimes you just have to think of ways of making it work better.” 

Andrew is equally encouraging. “It’s an opportunity to do something you’ve always wanted to do but never quite found anyone to pay you to do it. It’s your big chance to do something that makes you happy.”

Of course, people with all these attributes still aren’t guaranteed success. But, if you think these traits are applicable to you and this article has made you even more determined to launch your own company, it sounds as though you have decided to join the ranks of entrepreneurialism, and there’s no better time to start planning your next move than the present.

Source: startups.co.uk

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10 reasons to start a business while working

Posted on by Samuel Baraza

After a gruelling day at the office, crunching numbers and pushing pens, the last thing anyone wants to do is go home and do it all again, so it’s understandable that many prospective entrepreneurs think twice about starting a business while working.

But, in fact, there are many advantages to burning the candle at both ends – here are the top 10:

Reduced risk

If you keep your existing job while building your business, you’ll retain a guaranteed income – and reduce the risks associated with starting a business.

Hannah McNamara, founder of corporate coaching firm HRM Global, took a day job in a chair shop while she was establishing her own firm. She says this “took the pressure off both financially and emotionally.

“Setting up a business is a time when you’re testing your emotional strength, and if you’re worrying about debt collectors coming round you’ll feel unnecessary pressure – and may end up making bad decisions.”

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Extra time

A day job also gives you extra time to set up your project. Rather than rushing your vision into the public domain, you can make sure you have clients lined up, suppliers and partners in place, and a top-notch website.

Tristram Mayhew, who started building Go Ape while working for General Electric, says:

“In our case, we came up with the idea in August 2002 and didn’t chuck in our jobs until 12th January. We found that people often don’t come back to you for two or three weeks; for us, the insurance took two or three months. So you can’t rush it through in a matter of a few weeks.”

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Independence

Tristram adds that, by keeping cash coming in from your existing job, “you may not have to resort to an investor or take loans, or at least minimise that.

“It’s incredibly important to maximise your equity shareholding. When you start out, it’s the most expensive time to sell equity because everyone investing will say it’s very risky, so the equity is almost valueless.

“You might find you give away half your business for something which seems a lot of money at the time – £100k, £50k, £20k – but if it does succeed, you may come to regret it.” When faced with the risk of losing control of your business, those few weeks of all-hours torture might suddenly seem worthwhile.

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Commitment

Anyone starting out in business will, at some point, question whether they have the desire to see their vision through. Well, once you’ve spent a few weeks balancing two jobs, you’ll know for sure whether you’re sufficiently committed.

Tristram says such a gruelling schedule “will test your passion [for your business idea]. Most people’s experience of starting their own business is working all hours. If you don’t like the idea of starting a business while you’re working, maybe it’s not the thing for you.”

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Companionship

If you’re setting up a business on your own, things can get very lonely if you’re working by yourself all day.

Hannah McNamara says that one of the benefits she gained from working in a chair shop was “sanity”, adding that “starting a business from scratch can be very lonely, so having people around you can help you stay focused, and can even give you new ideas.”

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Contacts

In most cases, your employment contract will forbid you from poaching your existing firm’s clients and customers straightaway. However, you may be able to use the contacts later.

Hannah advises any prospective entrepreneur to “make sure that you’re using all of your existing work contacts effectively. Many people’s first customers are the ones they worked with in their old job.”

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New skills

Rather than viewing your existing job as a distraction from your new venture, you can use your salaried role to hone skills which will help you in your start-up.

According to Hannah McNamara, “before working in a shop, I didn’t have much experience of selling directly. In the shop, I had to listen to people selling and come up with a solution, rather than coming up with the hard sell. It really helped my listening skills.”

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Time management

As an entrepreneur, good time management is key, and combining a full-time job with your new venture is a great way to learn true time management skills, in a real-life environment. If you can balance the demands of the two businesses, and switch between salaried employee and self-employed decision-maker, you should be well-equipped to handle life as an entrepreneur.

Hannah says that, when she was working two jobs, “I found the time I spent on my business was very focused time. If you’ve only got a few hours a day, you make sure those hours matter, and you’re actually doing something productive.”

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Creativity

When you’re balancing two jobs, you have to think outside the box to maximise time and money. This can only lead to creative solutions, as Hannah McNamara says:

“I put sales CDs onto my MP3 player on the bus to the chair shop, rather than reading a novel or listening to music. I practised it at the chair shop, and was able to employ the things I learned in my business.”

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Positive thinking

Because you have the safety net of the salaried job, you’ll know you’re starting the business because you want to, not because you have to.

Tristram Mayhew says: “It’s important psychologically to be making a positive choice to start your own business. I was about to start a new job in Barcelona (with GE) and it was important for me to be able to say ‘no I don’t want that, I want to start my own business’.”

Source: Starrtups.co.uk