Tag Archives: web marketing

Lorrie Thomas
Digital Marketing Alone Will Not Make You a Superhero

I sometimes feel like I am punching people with tough love when I break the news that digital marketing is not going to make them successful. Digital marketing is absolutely part of the equation, but the tools need to be driven with some serious human KAPOW to really pack some punch into the equation!

YOU (not the tools) will make you successful!

Look at web marketing (websites, online advertising, social media marketing, search marketing, etc.) like this:

YOU are Batman, Web Marketing is Robin. Stay with me on this one….Batman is the leader, the one on the front lines while Robin acts as your trusty sidekick – he has your back, but he’s not going to make it alone!

Batman is NOTHING without Robin, but Robin could not strike out on his own and be ok either. It’s a synergistic dream team!

I love to help people build and optimize their marketing so it does act as a trusty sidekick – making you look good, reinforcing your message, keeping you out there, communicating, serving, supporting and selling…(it has your back!)

Digital Marketing will not magically make you a superhero. When you get in the hero mindset and are really ready for success, then the tools become VERY useful!

You grow when you have a great support system in place. Make sure your digital marketing is optimized to brand, build and boost business, when it is, you’ll be in much better shape to pack some marketing POW! into your business.

Remember: You can’t hide behind your computer and expect to make money honey!

Marketing is the act of building awareness, connecting, communicating, serving, supporting…all to make sales.

Don’t count on digital marketing to do it alone, get in the mental mindset to have your superhero pants on at all times!

Lorrie Thomas
Content Marketing That Multitasks – The How-To Hire Article

One of my favorite content marketing pieces that I advise my service-based business clients to create (or create for them) is the “how to hire” article. No matter what industry you are in, there are things that you know potential clients should ask when interviewing service providers, but may not know to. These questions and the answers can help a lead see you as the right choice faster and spare them from hiring the wrong company. The How-To Hire Article multitasks in three main ways.

Visibility. The title of a “how to hire” article usually has your profession name in it and sometimes your geographic location, helping to pull in searches. Title examples:

  • How to Hire The Right CPA
  • Hiring an Austin CPA for Your Business
  • Questions to Ask Before Hiring a Stylist
  • Ask These Three Questions Before Hiring a Wardrobe Stylist
  • What to Ask Before Hiring An Atlanta Web Marketing Company

Little easy titles, simple post to write, big online marketing asset. These questions kick off your article and when used in in the meta title and the url and the body of the text, the content might be picked up by a potential client searching for your services too. We call this “pull marketing” since the content pulls a prospective client in versus having to “push” ads to help generate visibility.

This content marketing piece can also be something you post to social media from time. We are big on reposting great content! Recycling is great for the planet and it’s awesome for your content marketing too!

Credibility. A client of ours has been creating content for a third-party industry publication that is very well known in his niche. He emailed us saying he had a huge potential client lead and that client was interviewing other people before they made a decision, a smart thing for a consumer to do. When he sent the after-meeting follow email, he included a line in the follow up email along the lines of:

As you interview other ________s, my recent article on titled How To Hire A __________ will serve as a great reference. It includes what to look for, questions to ask and more.

Any service professional can be an expert…you become the authority a client wants to hire by owning your awesomeness…owning your awesome is accelerated when you author content. In the word authority is the word author!

When my team and I are supporting Web Marketing Therapy and Wild Web Women clients, our work includes online PR, pitching our clients to journalists who are looking for expert advice to fill an article they are working on. My clients who do active content marketing make the cut 90% more than a non-content creating client does. Why? Simple. We can either pitch the writer referencing content that is already on the website (how’s that for multitasking marketing?) or if the client gives expert advice, we can turn that advice into content (yay, way to repurpose effort) and lastly, we can say ________ writes extensively on the topic of ______ as you can see on her website and blog (include link) which shows the client can talk the talk, but also walks the walk.

Sellability. When you actually SHOW what you KNOW it can help reinforce someone’s decision to hire you. Anyone can say they are the best choice, but when you actually document what you know, it reinforces this knowledge to the potential customer and to yourself.  

I coined the term MarkEDing® with my clients to help convey an ethical, effective and an easier approach to marketing. In a short 7 minute talk, I explained the concept of MarkEDing, how it works in today’s influence economy and how it can give everyone regardless of income, size or experience the power to have a place in business. (It’s worth a watch, fun and funny but will make a mark on your marketing brain!)

The wonderful, wild web world has taken the elitism out of marketing and allows service and product providers to market in a way that could never have been done before. MarkEDing is not about touting your products and services, it is about educating your current and prospective customer.

Take the time to write that “How to Hire” article. It will be a therapeutic exercise to reinforce your distinction, selling power, knowledge and will multitask for your marketing for years and years!

The fabulous thing about content marketing online is that the effort builds and compounds over time…a good investment for your visibility, credibility and sellability!

Virtual marketing hugs!

Lorrie Thomas
Relationships First, Web Marketing Tools Second

internet-1013673_640-copyA friend of mine recently moved her business to a new state. I asked her how things were going (knowing that she wants to drum up more work in her new location). The conversation went something like this:

Me: “Have you reached out to the contacts you have in your new hometown yet?”

Friend: “I am going to do an email blast to my entire Mailchimp list announcing my new move:”

Me: “NOOOOO!

Silence…and I am sure some internal eye rolling…
but I was not going to let her make a bad move, I had to say my piece!

Me: Don’t email your whole contact list to announce something if you only want to reach a handful of people who can help you, hire you or promote you! Do one-to-one personal emails letting people know who matter. Plant the seed that you can work with them live in your new location and ask them to refer you as well. Web marketing tools and technology are not going to make you money honey! Relationships will! Besides, email blasts often get bucketed into different folders (Gmail puts them into “Promotions” not in the main inbox) and you want this effort to get seen, read and responded to! Emailing your whole list like this would be “spray and pray”. If you want to succeed with your marketing efforts, you need to “point and shoot.” Save the mass emails for news that fits the whole list.

a week later…

Friend: I’ve had an over 50% positive response off the personal one-to-one emails I sent out announcing my move!

Me: Fantastic! (hmmmm…maybe I should start a web marketing advice company…oh wait, I already did!) 🙂

The better you get at relationships, the better you will be at business.

Don’t get me wrong, I LOOOVE all the wonderful high-tech web marketing tools (email campaign technologies, website platforms, blogs, online ad solutions and social media) but the people who are most successful are great at being high-touch. Tools have to be driven with heart to count!

Relationships are what you need to succeed! Technology is helpful to support you, but remember, it doesn’t care about you or want to help you. PEOPLE do. Web marketing tools will come and go, but relationships can grow and expand forever.

Use web marketing and social media marketing tools appropriately based on your goals. And if you ever need healthy marketing advice (or a dose of marketing tough love), reach out to me.
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Kelly Kohen
Try Talk Therapy to Get Marketing Messaging Clarity

One of the very first conferences I attended when I started working for Web Marketing Therapy required everyone in the room to stand up and sum up their business in one or two sentences. I personally fumbled around for a bit (public speaking was not my strength back then) and I quickly learned that I needed help succinctly explaining what we do! I wasn’t alone – many business owners have a difficult time doing this, but it’s something you have to overcome!

It is so important to be able to quickly tell someone the value of what you do.

It’s been over 8 yeaquestion-mark-1026527_1920rs since that conference, but that moment is still a very vivid memory for me.

In working with new clients, we always have a launch call to start new project. During the call, we listen to our new client and gain a better understanding of their goals, how we can best support them and then advise the best way to get there.

During a recent launch call with a new business owner,  they shared that they were having a difficult time coming up with a way to summarize their services. She was very clear on who she was, what she does and whom she serves, but was having a difficult time clearly explaining the VALUE of what she does. Within the first 10 minutes of the call, after listening to our client speak passionately about her services, Lorrie, aka The Marketing Therapist and WMT’s CEO, politely interrupted and summed up her business with only four words.

She was able to clearly state the VALUE that our client was providing, and those four words became our client’s tagline.

It’s often hard to see your value when you are in the trenches of your business – asking for help is a small step that can make the BIGGEST difference! It’s talk therapy….for marketing!

talk-therapy-in-business

We wrote a post about this very phenomenon and the importance of talk therapy.

If you are suffering from a professional identity crisis, take the time to talk to friends, clients, family or employees and find out what they think you do. You might be surprised when you hear the answer!

Understand and communicate your value! Your goal is to clearly state who you are, what you do, whom you serve and the value of what you do in a few sentences. Once you gain that clarity, it’s easier to have confidence in what you do!

Ask for help with your marketing communications.

Ask for help with your marketing communications.

And if you need support, contact us for a virtual marketing therapy session. We’d love to help!

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!

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Lorrie Thomas
The Power of Personality in Web Marketing

Too many people stress unnecessarily about web marketing. Just the thought of a website, blog, Facebook, Twitter, Instagram, Pinterest, Google+, Pinterest, LinkedIn, search marketing, social media marketing, email marketing, online advertising or Yelp…leads to people crying…HELP!

Here’s how to stop the stress and move your web marketing into success. You ready? The simple step is all about you…healthy ego time baby….

PUT YOUR PERSONALITY INTO YOUR WEB MARKETING!!!!

be-a-character

Your personality is what sets you apart from the competition. Pump some positive power into your brand baby!

Companies like Apple, Virgin Airlines and Starbucks have a personality – you get a vibe engaging with these brands. Their distinction sets them apart and creates affinity and loyalty. Political candidates attract voters via the power of their personalities. Media personalities aren’t where they are today without their unique and authentic personalities. Even cartoon characters can create product marketing empires with their “personalities!”

Your personality will drive what web and social media tools you use and how you use them. If you hate writing but are great talking, you can podcast versus blog (and use a great transcriber tool to make what you speak into online content). If you are not comfortable on video, then writing behind the camera might be best. As for what to post on social media or blog about, put your heart into it…what do you care about? What puts fire in your professional belly? Share it!

Write the way you talk and when you post (to LinkedIn, Facebook, etc) on behalf your brand, do it from a place of heart. Robotic posts make we want to reach my hand through my laptop and do brute force interventions!

Your unique personality sets you apart, it makes you human.

People connect with people…humanize your brand, be true to your personality.

And let your junior high school “I want to be like everybody else” fears go…don’t worry about people not liking you. If they don’t, they aren’t your ideal client, adios! Do you want to work with customers who you are continually trying to please or ones who already like you? Time is money honeys! You can help pre-qualify your customers and minimize your sales close time by having a powerful personality online.

Own your value, be true to your values and voice them.

And actually voice them! No “I am too busy” shit, ok?!

Look, I have clients to serve, projects to complete, laundry to do, meals to cook and speeches to prep but I care a whole freaking lot about helping people do web marketing in a way that is meaningful, matters and pays so I am blogging….when you share, it shows you care.

Be true to your personality and watch your web marketing transform.

Virtual marketing hugs,

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