Attract Customers On Twitter By Being… Cool

by Jason on January 27, 2010

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There’s a lot of buzz about Twitter – it’s even being mentioned in political speeches. But how can you build your business using Twitter?

This story will give you some good ideas.

The other day I was browsing through my Twitter posts and someone I follow mentioned I should follow @therisetothetop on Twitter. Following someone allows you to see the messages or “tweets” they post on Twitter (sign up for my newsletter if you’d like to learn more about Twitter and Twitter jargon).

I did and then I was able to see the “tweets” from @therisetothetop which is run by David Siteman Garland.

Here’s how it all went down (in Tweets):
[click to continue…]

Popularity: 12% [?]

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Is Your Marketing Plan Strategic or Tactical?

by Jason on January 20, 2010

Every page, post, postcard, banner ad, email or tweet needs a purpose.

I’ve learned this lesson the hard way… and class is still in session.

Whether you are creating marketing for yourself or for someone else, the pressure to produce can drive you to do just that – to just produce. It’s a double-edged sword. You need to be marketing, but without perspective, each postcard, email or tweet will only convert a fraction of the customers it could (if it were part of a larger plan or system).

Go back and look at your previous marketing pieces. Was the desired action clear? Did the piece fit into a larger plan? Was there a larger plan?

I’ll admit, I am continually trying to improve in this area.

When I was in commercial real estate, I created a series of postcards and a series of newsletters. They were effective. At the time, I felt like a marketing genius, but I lacked a larger view. Each piece was designed to sell by itself rather than to be a cog in a machine that would build a relationship with a total stranger to the point that it just made sense for them to do business with me.

My marketing was tactical, not strategic.

So how do you make your marketing more strategic?

One method is to study and dissect marketing campaigns that have converted you from a prospect to a customer.

  • How did you enter the marketing funnel?
  • What was it that hooked you and caused you to pick up the phone, submit your email address or send for more information?
  • What caused you to be receptive to the messages that followed your first interaction?
  • What path did you take from the initial interaction to the moment of purchasing the product or service

Another approach you can try is to draw a time-line that represents your customer relationship. One axis represents time and the other axis represents the level of trust and respect in the relationship. Now, figure out what kind of value you can deliver to your customer over time to take the relationship from zero trust and respect to a high-level of trust and respect.

What should you deliver? At least two things will help build the relationship: something your prospect perceives to be valuable and anything you can do to help your prospect move closer to what they want.

In practice, the challenge is to zoom in an out between the tactical piece in front of you and the overall strategic plan to make sure each piece you or your team creates supports the strategic plan while building relationship momentum.

Pssst…
If you want more marketing tips to help you increase your revenues, sign up for my newsletter in the upper right hand corner of this web page.

Popularity: 15% [?]

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Use Google Local Business Center & Get More Customers

January 19, 2010

If you own a small business you owe it to yourself to check out Google Local Business Center.
I’ve used business listings with Google with success in the past to drive traffic and phone calls to small businesses, but Google has really improved this service.
The new features in Google local business Center allow you [...]

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The Power and Danger of Testimonials

January 4, 2010

Testimonials are powerful. They can convert prospects into customers…
And if you aren’t careful, they can land you in hot water with the Federal Trade Commission (more about that later).
Social Proof
Testimonials are a form of social proof. When we are unsure of the correct course of action, we look around to see what others are doing [...]

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3 Things To Do Before Setting Your 2010 Goals

January 1, 2010

The fireworks have stopped. The party is over. Time to clean up and get ready for the new year. Before you set your 2010 marketing goals (hint, hint), I’d like to share three things you can do to improve your odds of success.
First, it’s tough to focus on new goals when your conscious [...]

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