Category Archives: Art Therapy

Lorrie Thomas
Overcoming Sales Funnel Tunnel Vision

The marketing sales funnel idea (getting consumers into a funnel, only to push some through) has always seemed a little icky to me. Consumers don’t fall perfectly down a funnel, they often weave back and forth, making their unique way to a purchase decision. When asked to address the sales funnel in a speech, I immediately had tunnel vision. All I could envision was the dark, ick, bleh, stale old funnel. How on earth was I going to teach sales with a model I didn’t believe in? I began my speech prep by asking for help..it was visual therapy time. I asked Wil, WMT’s design lead to create sales funnels of the past. Below is the traditional one and one that shows a funnel with multiple paths which looked even more crappy…can you say small intestine?

 sales_funnel_oldNew Sales Funnel copy

I do not believe in a “get ’em in and push ’em out” sales approach, but I do respect the sales process. Hell or high water, I was going to give sales value in my talk. In today’s web world, people engage with brands in so many ways, coming in through multiple channels, connecting, buying and staying loyal to a brand and repeatedly buying!

I simply don’t believe in the traditional sales model because it’s crappy and heartless….sales has heart!

Thank goodness I work with a designer (thank you Wil!) who I can pontificate to, who gets my analogies (and in this case, analogy…pardon the pun!) and can then turn my rants into beautiful concepts. To overcome sales funnel tunnel vision, you have to think about marketing with a heart-centric approach. You have to show you care! I’m talking LOVE!

If you want to overcome sales funnel tunnel vision, you have to rethink the model.

new sales funnel

No matter what you do, social media, SEO, blog posts, ads, emails…you have to do it from a place of heart – to connect with your target customer. When we accept that our consumers hold the power of who they choose, the stress of “how to market” to them goes away and leaves us with a healthy “how can I serve them?” mindset that can transform the way you work. Our best customers are our current customers. Instead of trying to squeeze that sale, think instead about how you can serve them and also use web marketing to stay in touch with them and keep the love alive.

When I gave my talk and walked my session attendees through these slides, phone cameras went off taking pictures of the heart model. I actually had to hold before moving to my next slide to appease photo snappers! I guess I wasn’t the only one tired of the icky, old model.

When you approach your marketing from a place of heart, you are far more likely to connect and convert customers.

Here’s to marketing that matters!

ltr_signature_initial copy

 

Anne Orfila
Social Media Marketing Tip: Creating Infographics Easily

Infographic (ˌinfōˈɡrafik): a visual image used to represent information or data.

social-media-infographic-tips

Infographic created by me (Anne Orfila) on Canva!

Infographics are everywhere – blogs, Instagram, Twitter, Facebook, G+ – to convey messages in a short and sweet way. Infographics easily stand out amongst black-and-white text and are used to convey a statistic, quote, thought, product, and much more. Our clients who use graphics as part of their social media content receive many more “Likes”, “Favorites”, and re-tweets than text only.

We understand that hesitation comes in the actual creation of the infographic. You might think they are expensive or  time consuming. Deep breath – the good news is that you don’t need Photoshop or other fancy (and expensive) software to create some pretty spiffy visual art.

My colleague introduced me to Canva – whose tagline is Amazingly Simple Graphic Design Software – and that is exactly what it is. Amazing and simple!  Canva can be used to create designs for web or print. When you start your graphic creation, you choose between sizes that are appropriate for various social media sites or those that you may send to print (see screen shot of design size examples):

Social-Media-Infographic-Creation-Tip

Once you’ve chosen the size, you can choose between ready-made templates, customizable templates, backgrounds, formatted text designs, colors, and tons of stock images to incorporate in your infographic. There is also the option to upload your own pictures (and logo) so your infographics can reflect your brand and also be one-of-a-kind.

Canva’s library has over 1 million images. There are many free options and all the other images are $1 each to use. Canva’s basic platform is currently free to upload and design. A more advanced version, Canva for Work, incurs a monthly charge.

Canva has made it so easy to create fabulous, eye catching infographics and anyone can do it! If you’re looking to add some infographics into your social media mix, embrace your inner artist and let Canva help with the rest!

Web Marketing Therapy Challenge Time! I want you to leave this free therapy session and go make one! Shoot us an email or post so we can see your marketing progress!

virtualwordspecialist
The Power of Your Profile Picture

Professional Image by Toki Lee Photography

I am not exaggerating when I say hiring a professional to take my photo for profile pictures and my online brand was one of the best investments I ever made. It also was a lot of fun too!

I chose a photographer whose portfolio and experience with business professionals matched the look I wanted. In advance of the photo session, the photographer provided me with guidelines, tips and ideas to make the whole process successful and very enjoyable. (I love it when professionals lead!)

Whether you are an entrepreneur or work for a company, your profile picture defines your personal brand. If you don’t have the budget to hire a professional photographer, there are a few practical guidelines that can help get the most mileage out of your profile picture.

1) Determine the “look” you want to achieve. You can do this by stating what you are going to use the photos for i.e. business or pleasure or both. I tailored my images to function well for both business and personal use.

2) Let your personality shine through. Whether you hire a photographer or have a friend take your photo, relax and have fun! How you feel during the process will show up in the image. If you feel good about yourself chances are you will look good too.

3) Consider your dress code and attire. My photographer (Toki Lee (tokileephoto.com) generally divides the wardrobe styles into three categories: Professional, Casual-Nice or Casual and highly recommends a “simple is better” approach. Here are some of her recommendations regarding wardrobe:

  • No big patterns or stripes or florescent colors.
  • Avoid whites if you can (although a white button-down under a suit, cardigan, etc. is fine).
  • Only wear simple and subtle jewelry – nothing too distracting to take away from your eyes and personality.
  • Bring a couple of options for each of those three styles to your photo session.

Toki believes clothing is not nearly as important as it used to be since most images including professional head shots are used online, generally in thumbnail size. Ultimately, the neckline and good grooming practices including hair and makeup are really what matter most.

A quick online search revealed that other business and marketing professionals agree with the importance of a relaxed and comfortable profile or headshot photo. They also highly discourage “selfies” for professional profile uses. A LinkedIn Pulse article titled: “What Your Headshot Says about You” concludes that a “selfie” profile image does not convey professionalism that would make clients; prospective clients, partners or employers take them very seriously.

In Lorrie Thomas Ross’ online course Personal Brand Building Basics, she confirms how your image is conveyed through your profile photo. “You cannot not communicate.” Lorrie suggests that look critically at the way you present yourself both personally and professionally. Make sure that if the photos used are not the same they are consistent in style and image.

And the best part – the BEFORES!  Here are a few of my in previous images used in social media profiles:

Sources:

Lorrie Thomas Ross – Personal Brand Building Basics Lynda.com online course library http://www.lynda.com/Business-Business-Skills-tutorials/Personal-Branding-Basics/126618-2.html

LinkedIn article: https://www.linkedin.com/pulse/article/20140812145657-40075634-what-your-headshot-says-about-you-part-1

Backstage: http://www.backstage.com/advice-for-actors/headshots/5-things-remember-your-next-headshot-shoot/

Toki Lee Photography: tokileephoto.com

Productivity Tips for Entrepreneurs

The following infographic is art therapy for any entrepreneur or web-working professional.  I have a newfound love for a website called Funders and Founders. They explain entrepreneurship and startups visually through infographics. (thank you!!!)

Everything in the infographic below is logical and sensible.  I prescribe you take this art therapy as a weekly dosage until you implement some of the creative ideas into your workday!

How to be productive

Productivity infographic created by Funders and Founders www.FundersAndFounders.com