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If You’re (Not Already) Reading This: 5 Books For Market-Minded Thinkers in 2019

Lady reading book about marketing

Hopefully, 2019 has been a year of growth, prosperity, and innovation. That being said, we look to develop within the world of digital marketing by learning from and alongside others. Where some learn best by workshopping ideas with others or testing through trial-and-error on their own, books can also offer an incredible opportunity for reflection and revival.

We also understand that not all books are created equally. Different authors, different styles, different perspectives. That is the beauty of books, though. There is one for everyone. Check out some of our marketing favorites to help you tap into your next level of success.

1. For Building Culture Among Your Marketing Team

Marketing elements and marketing experts are not all the same. Marketing teams are composed of many different specialists whose expertise is significant to the process. In order to make the most out of your team in their tasks as well as their commitment, you need to create a culture that can do both. Alina Wheeler’s Designing Brand Identity (2017) offers just that and more. Allegedly, Wheeler has composed the Holy Grail for marketing professionals. With extensive research, accessible presentation, and integration of constructive soft skills, Wheeler has wrapped up a strong base for marketers to build upon.

2. For the Future of Marketing

In the digital world we live in marketing is a must. In order to succeed and surpass goals, businesses, organizations, and companies need to integrate the framework of intentional marketing into their regular practices. That is, if these businesses are not going to rely on a professional marketing agency for the heavy lifting. Joe Pulizzi and Robert Rose’s book, Killing Marketing (2017), champions this concept that content is king in today’s world. They reflect on the former standards and incoming trends in order to address what they think are the new institutions of marketing.

3. For Thinking Outside of the Box

Are you experiencing an overload of information? Overwhelmed by the mass amount of content? You’re not alone. Norwegian philanthropist and serial entrepreneur, Jørn Lyseggen, has dedicated a book to media insights based on his lofty career in media intelligence. The book, Outside Insight (2016), extends bottom-up perspectives to transform the way your company operates with innovative analyses. With examples from Apple, Facebook, and even former President Barack Obama, there’s something to be learned regardless of your industry.

4. For the Psychology of Marketing

If you enjoyed Michael Lewis’s work with Moneyball (2003) and The Big Short (2010), we have another strong option for you from him. The Undoing Project (2016) is another piece of literature focusing on behavioral economics much like Lewis’s two other books-turned-motion-pictures. This work peeks into the mind of psychologists; Daniel Kahneman and Amos Tversky whose research was focused on judgment and decision-making heuristics. Simply put, Lewis parallels their expertise in metacognition (thinking about thinking) with the nature of their professional partnership. Lewis manages to keep things engaging and on-brand by incorporating his background in market inefficiencies into a story about the ups and downs of two men working together across nearly 30 years. The New York Times even quoted Tversky in its review of the book: “It is sometimes easier to make the world a better place than to prove you have made the world a better place.” Fortunately, Lewis does just that on their behalf.

For those of us in the marketing industry, this might seem a little obscure to read. However, we all could improve upon our interpersonal skills in the workplace. Thinking about biases, risks, decision-making, happiness, quality of life, and even human rationality gives you an edge to better support yourself, your associates, your clients, and your organization in the long run.

5. For a Light Read on Things You Wouldn’t Expect in Business

With a blog by the same name, Eric Barker’s Barking Up The Wrong Tree (2017) unearths some lesser cited realities within the world of business. While he isn’t referring to things specific to marketing, some of the generic practices we find in our marketing world are flipped on their head in Barker’s book. This book is more or less a guide to understanding why we cling to certain ideals as well as how we can evolve into new ones that actually get us to where we want in our careers. Forbes even interviewed the young writer on his perspectives, career advice, and fun facts (from proven research) on what motivates the most successful individuals.

There are a few months left in the year and we are spending more time indoors with the temperatures creeping closer to freezing. Why not spend some time reading up on ideas from some of the foremost innovators in the marketing industry and beyond.

What is Lead Generation?

A computer, paper, and a note pad search about lead generation

Lead generation is the act of finding people or businesses who are considered to be potential customers immediately or in the future. Lead generation is a term that you will hear often in the world of marketing and sales. It’s an important process that is essential to building a larger database of customers and potential future customers for your business.

What is a Lead?

A lead is a business or person that you are targeting to promote your product(s) or service(s). In other words, these are the customers that fit into your niche market. These are the customers who you believe are most likely to do business with your company.

What is a Lead Generator?

A lead generator is a person (or a software tool in some cases) that generates leads for your business. A person may spend time scouring the internet, making phone calls or sending e-mails in an effort to find potential leads. While it can be time-consuming for a person to search for leads, the end results often pay off when a sale is completed due to the discovery of a lead.
There is also lead generator software that is designed to track down potential leads for your particular business. Some lead generator software gathers leads from databases, generates leads from your website visitors and compiles relevant business contact information from across the web.

How to Generate a Lead

When you are not using lead generating software, there are some things that your business can do generate more leads. Here are a few ideas to help you generate leads:
-Create an email newsletter. This will help build relationships with your potential customers.
-Utilize social media on a regular basis. Social media is an excellent tool to help you connect with a large audience.
-Set up a referral system with your customers. This is a great way to expand your network through your base of satisfied customers.
-Post blogs on a regular basis. Blogs are great marketing tools to help you connect with your audience on a more personal level.

What is Lead Management?

Once you have your leads in hand, lead management is the process of tracking and managing these potential customers. There are several components of lead management that can help your business properly handle its leads. Most notably, lead scoring and lead nurturing are two major components that we want to discuss further.

What is Lead Scoring?

Lead scoring is the act of sorting your leads by priority. You will create a customized scoring system by accurately categorizing your leads based on the specific details related to the potential customer. Scoring depends on the details of what you are trying to accomplish with your sale. For example, if a customer fills out a sales lead form online, then this customer will score extra points in your lead scoring system.

What is Lead Nurturing?

Lead nurturing is the act of scheduling follow-up communication with your leads. Leads should be identified as “contacted” or “uncontacted” with follow-up dates that are inputted into a schedule. The type of follow-up communication should be noted as well; for example, it should be noted if the customer prefers a phone call, email, text, or some other type of communication. All of these details will help give you a better chance of landing this lead as a sale in the future.

Lead Generation in Today’s World of Internet Marketing

Internet marketing is the most popular form of marketing in today’s business landscape. With that said, lead generation efforts continue to evolve in today’s fast-paced world of technology. It’s important to stay on top of the latest trends and methods that are available to find, track and communicate with leads through the internet. Implementing and maintaining a high-quality lead management strategy should be a top priority for any business.

Search Engine Optimization

Library

Search Engine Optimization is a critical part of any online marketing strategy. The ties between search engines, technical aspects and content development make it complicated and difficult for people to understand.

So what exactly is Search Engine Optimization?

Search engine optimization or SEO is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or “organic” search results.

What does that mean?

Major search engines, such as Google, Yahoo and Bing, have primary search results where web pages are displayed and ranked in order of relevancy. The ranking depends on the content that is published and the quality of the HTML code of the website.

BlogSEO

Imagine you’re searching online for a couch. You go to Google and type in “furniture places in Boise”. Mor Furniture for Less appears on the top spot with other furniture stores following behind. Google ranked these websites based on the content they provided and the quality of the HTML code, believing they would be relevant for you.

Oh, that’s search engine optimization!

All search engine optimization really is, is a fancy way of saying “Getting to the top of a search engine.” Which is important, considering 90% of Internet users click on the first search result when using Google, Yahoo and Bing. And 75% of users never scroll past the first page, so if a website is not high up on the first page of search results, it isn’t being seen.

BlogSEO2

Website and Marketing Evolution: Why You Should Remain Proactive

Computer and Tablet at a Desk internet marketing

We all know what evolution is, but how does it apply to websites and marketing? The answer is simple. At some point, your target audience is going to change. Whether it is, their personal tastes or you are targeting a different group all together. It all comes down to change. If you develop a website and marketing campaign, and never change it, you will lose the interest of your audience.
Look at social media marketing, it is constantly changing and evolving into something different on a daily basis. This change keeps the content and design fresh and up to date. I am not saying that you need to evolve your website and marketing campaigns on a daily basis, but it is something that needs to be done routinely. By evolving your content, you will be able to stay current with themes in your area of business. Other than updating special offers, you need to update the text on your website. For instance, maybe one of your products or services has changed; if you do not update the information for this, you will be misleading your customers. Another thing to consider is that in any field of business, there are always changes in terminology or acronyms used to abbreviate certain names/titles. If you do not stay current with this change in terminology, you have the chance of missing potential customers, because your site does not contain this new keyword. As I mentioned earlier in this series, it is critical to have these keywords, so that search engines can return your website as a possible fit to someone’s search.
Website and marketing evolution is not as hard as you may think, but if you have questions regarding what should be done; contact us…and let us maintain and evolve your website and marketing platforms.

What Is Call-to-Action, and Why It Is Important

Night Sky

Call-to-Action (CTA) is the way we convince individuals to perform an action. This action can lead to an increase in customers/clients. Call-to-Action is an important aspect of internet marketing, because it requires the customer to perform an action. Some key phrases used in CTA are:

  • “Act now”
  • “Signup now”
  • “Get yours now”
  • “Click here”
  • “Download now”
  • “Free Download”
  • “Try it free”
  • “Click here to start your free trial”
  • “Join now”
  • “Order now”
  • “On sale for a limited time, get yours now now”
  • “Buy now”
  • “Signup here”

By using one of these CTA phrases, or one that suits your needs, you will gain a larger customer/client base. This is because you are asking your audience to take action. By asking your audience to do something, you are creating an interaction with the customer. This desirable interaction can sometimes be lost on the internet. By creating this interaction your customers/clients will be inclined to share your website, blog, etc. with others; thus increasing your overall exposure.

How Content Can Make or Break You

Tulips

Now that we have gone over the different platforms that you can use for internet marketing, I will discuss the importance of content creation.

What is content creation?

Content creation is the development of content, which will appeal to your audience and inform them of your products and services. When you think of content, you probably think of the text that is on the page. However, content goes a lot deeper than just those words. Content involves text, visual, and design aspects. The reason all of these fall into the same category, is that they coexist as a single entity. They work together to create an accessible design. Accessibility is the key to successful and functional design.

When it comes to the text component of your website, ads, social media/blogs, and emails, you need to go back and look at who your audience is. Your audience will determine the type of language that you use. Of course, you will want to be technically correct, but you also want to make sure that you are using words that are accessible to your audience. If your audience falls into a highly educated category, and are considered experts, then you can use terminology that is specific to their needs. If you intend on reaching a more general audience you need to be careful of the terminology you use.

I would like to introduce you to a very popular writing concept that is used in all platforms of writing. It is called “plain language”; this is the art of writing with simple terminology that is direct and accessible to any audience. I have mentioned the word “accessibility” many times through this post, and that is because it should be the main focus while creating information that is used in all of the platforms I talked about. Without accessibility, your information will fall short of reaching your intended audience. Also remember to include important keywords while writing your text.  These keywords will allow your audience to have a better chance of finding your information on the internet. As mentioned in previous posts, keywords are the direct component of SEO (search engine optimization). If you write your text with this in mind, then it will be easier to implement SEO for your website.

Like I mentioned earlier, content involves visual and design aspects used in any of these platforms. Visual can include images, video, flash, and infographics. All of these help represent your products and services. It is important that you maintain accessibility in your visual content as well.

You may be wondering how design falls into content, and that is because it involves how you put together all of the content used in any of these platforms. Design involves layout, color and font choices, and organization. With design, you create smooth transitions from one point of importance to the next. Design also allows you to create visually appealing content. You want your content to be exciting, something that will draw in your audience by making them feel like they want to continue reading. A word of caution; do not go overboard! Sometimes simple is the best option, but remember that your goal is to draw in your audience.

How To Get Your Website Seen

Trees and the Northern Lights

How to Increase Your Website’s Visibility on Google?

Getting your website seen by potential customers is the main goal of all internet marketing. There are many ways people can come across your website; maybe they got your website address off of a printed ad, a commercial, business card, referral from a friend or business associate, or ads that they may have stumbled upon while surfing the internet. However, the most common way that your website will be found is through search engines.

When it comes to the internet, 84% off all internet involvement goes through search engines. Throughout this series, you have heard me refer to SEO (search engine optimization)…this is a pivotal plan that must be implemented if you want to get your website seen. Using specific keywords within the content of your website, will allow search engines to bring your website closer to the front of the pack, when returning search results. Associated with search engine results are also things like Google Organic (natural), Google Pay-Per-Click Ads, and Google Local search. Google Organic and Google Local search, help determine which results are returned during a search. Pay-Per-Click Ads are another form of advertising that you can use for your business. Remember it is important to make sure that your website is optimized for search engine results. If you can optimize your website, so that it shows up on the first page of results, you are more likely to reach customers. It is proven that most people who are searching for something, will only click on results returned on the first page.

Here at Social Eyes Marketing, we specialize in SEO. We know what it takes to get your website seen…so give us a call at 1-208-955-6679, and let us help you with your website.

Who Is Your Audience, and How Should You Reach Out to Them?

Paper and glass lanterns

Knowing who your audience is will greatly improve the overall success of your internet marketing goals. By identifying the attributes of your audience, you will be able to reach out to the customers you already have and potential customers. Here are the questions you should ask when deciding who your audience is.

  • Who would be interested in the product or service that I offer (who is the primary target)?
  • If I already have customers, who are they?
  • What are the demographics of your intended audience (age, sex, education level, etc.)?
  • What type of category do they fall into (professional, general public, experts, etc.)?

By asking these questions, you will be able to determine the best strategy for appealing to their needs. After determining who your customers are, you need to determine what platforms are going to allow you to reach them.

Choosing Your Platform
I listed several different platforms in my post for the first topic in this series. This will be a review of these platforms, and their benefits.

Email—can work for both incoming and outgoing marketing. In the form of incoming marketing, it will allow the customer/potential customer to contact you. The benefits of this are that you will be able to have a one-on-one connection with the individual. With this connection, you will be able to respond to their personal needs and secure them as a customer. In the form of outgoing marketing, by obtaining lists of email addresses, you can send out mass emails that will be delivered to the individuals who are most likely to need your product or services. The benefit of this is that you do not have to search for possible clients; you can usually just purchase a list of email addresses that fall into your category of business.

Social Media/Blogging—is the most modern way of doing internet marketing. In most cases, social media can help you reach a more diversified audience. It is especially beneficial in targeting a younger audience. In today’s society, Facebook and Twitter both have well over 1 billion users. That is large group of people that you can potentially reach. The average person spends 3+ hours on social media during the day. The potential for gaining customers by using social media has unending potential.

Ads—are not just for print anymore. When we are browsing or searching the internet, we are confronted by ads in almost every empty space. Ads are the most important type of marketing in any market. Ads allow us to highlight our products and services in a way that stands out from the background. Ads are a great way of offering specials, and introducing new products or services. The marketing industry has been about ads, whether they were for print, radio, or television. Now the internet has given businesses the opportunity to reach even more people with the ads that adorn most websites.

Websites—are the root of internet marketing. The goal of all of these other platforms is to draw the customer to your website. Websites allow you to have an in depth description of products and services. Websites may not be the first impression a customer has of your business, but it is probably the most important. Design, content, and functionality are key to having successful website. Before you tackle any other platform, make sure that your website is professional, attractive, and finished.

Search Engine—is usually the way an individual will find your website. To increase your chances of having customers be able to find your business in a search, you should implement SEO (search engine optimization). SEO is a process of optimizing your website so that it will show up in the search results. At least 90% of users will click on website listed on the first page of search results. If you want to get your website seen, you must implement an SEO plan.

Mobile—is an important thing to consider wen developing your website, ads, and social media sites. More than 60% of people who use the internet, do so from a mobile device. This means, that you must make your website, and other platforms you may use optimized for mobile devices.

Internet Marketing Part 1 of 6

laptop sitting on a desk

What Is Internet Marketing?
Internet marketing (also known as internet advertising, online marketing and online advertising) is the different ways that we advertise our businesses and products/services over the internet. We have many different platforms to take advantage of, in order to optimize the way we reach our current/potential customer base. The following is a list of different platforms that we can use. Later in this series, I will explain these platforms in more depth.

  • Websites
  • Email
  • Social Media /Blogging
  • Mobile
  • Search Engine (search results and optimization)
  • Ads

How does it Work?
All of the platforms I mentioned above compile into the bigger picture. Websites are the base for all internet marketing; the goal is to get as much traffic to your website as you can. By using these other platforms, you will draw current/potential customers to your website, doorstep, or phone line. Internet marketing is the same principle as paper marketing (newspapers, magazines, flyers, pamphlets, and posters). The only difference is that internet marketing can reach a larger group of people more effectively, and “guess what”…it is also environmentally friendly.

 

Internet Marketing 6 Part Series

Desktop Computer on a wooden desk

6 Part Series on Internet Marketing

This 6 part series will cover what you need to know about internet marketing, and how it can benefit your business. Each week I will cover one of these topics:

  1. What is internet marketing, and how does it work?
  2. How to decipher your audience and choose the platforms that will reach them.
  3. How you can get your website seen?
  4. How content can help or hinder you, in reaching your goals.
  5. How, and why, you should implement a solid call to action (CTA) plan for all of your internet marketing ventures.
  6. Website and Marketing evolution; why you should remain proactive.