Mix it Up: Creating the Best Content for Your Audience

In our recent social media posts, we referenced Bill Gates’ article from 1996 about how content would be definitive of a brand’s success on the Internet. We think he was right.

But do you know what defines quality content, or how to create it?

Quality content is content that engages users. On social media, the most measurable way to see that is through viewing the number of likes, comments, retweets, or shares generated by a post. There are ways to view the number of clicks a link receives as well. If content is resonating with the people you target, you’ll see higher numbers.

Creating content doesn’t always mean generating it – a better phrase for creating quality content is curating quality content. Your content can be articles that you like, some business-related and some that reflect the personality of your business. It can be pictures from company events. It can even be current event-related, if that’s what you suspect your target is interested in. A few guidelines though:

  1. Content plans should be unique to your business and should reflect a personality. Define what that is before you create your content.
  2. They should be a mix of different media and topics. This is where mixing it up comes in. In general, people use social media for live updates, so it’s wise to provide new information with every post; you can discuss the same topic a few times, but you should be shedding new light on it. The same old stuff gets, quite frankly, boring, so avoid reusing it (even though you would want to do that in other forms of advertising).
  3. Your target audience should reflect what you post. LJF Marketing wants to target people who need marketing expertise, so we try to provide some of that for them. A daycare would post information relevant to parents and even single parents, more specifically.

Follow these guidelines and you will be on your way to social media success.

… And while we’re at it, is there a content type you prefer to see? If you really like something, let us know by following us and commenting through one of the many media available to you: Facebook, Twitter, or LinkedIn.

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Essentials For A Well Stocked Sales Kit

Whether your ideal clients are large or small, consumers or businesses, a lasting impression is required to seal the deal. While you may think a Word doc printed on the company copier is a great tool for your sales team to use – think again. An equipped salesperson needs the added credibility of a professional looking company; quite frankly, a Word document won’t give them an edge.

 

Let’s look at it from another angle. How likely would you be to hire a candidate who didn’t wear a pressed suit or outfit to an interview, and then handed you a wrinkled resume to review? Of course, it’s highly unlikely they’d get the job.

 

A well-stocked sales kit is your company’s interview attire. It allows your salesperson to put their best foot forward.

 

Here’s what you need to button up your sales team before you even send them out.

 

Business Card – This is most essential component. It’s your salesperson’s best asset. Get business cards before you do anything else. Make sure to include all forms of contact – including all social media information.

Pocket Folder – Busy people often lose things. Make it easy for your clients to find all the information they need to know about you with a pocket folder.

Brochure – Repeat after me: I will not use Microsoft Word to create my brochure. A graphic designer will create a custom and unique brochure with room for a bio, list of products/services offered, contact info and anything else that’s important to you. Have it professionally printed. You’ll likely get more results if you take time to present your customers an informative and visually appealing representation of your company.

Case Studies – These go in your pocket folder, with your brochure. They are the evidence behind everything the salesperson is saying and are a useful reference during a meeting if there are specific questions. A client list may also be included.

Product Sell Sheets – Perfect to shed more light on your specific product offerings, inserts can be, well, inserted based on which products your client might be interested in. That is, they make it easy to give them the necessary information, but give you the flexibility to choose which products to spend time discussing. This way, there’s less of an overwhelming amount of information and more discussion.

Your Story – Connecting to your client is key to effective communication. Include the history behind your business, where the idea came from, or interesting details that make your story personal, relatable, and honest. This will help with helping your client feel more connected to you and your company.

 


 

LJF Marketing has in-house design capabilities and printing options, so please contact us if you’re interested in tailoring any of the above sales collateral to your company’s unique vision.

Eye Openers – Advertising

In marketing, you’re only as good as the message your audience remembers. We address Eye Openers in today’s blog, and as a business owner you want the eyes of your potential or current customers to focus on your brand.

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Creating advertising or marketing campaigns is one of the many services offered by the LJF Marketing team. This includes media identification and planning, campaign theme/graphics/content, production & follow up, plus monitoring.

Advertising for most companies seems like a daunting task. How many calls from ad reps do you receive? Some of our clients use their retainer with us to review calls in order to ascertain whether the medium is a good fit for their strategy. Other than what media kits promise, how do you know if advertising will work for your business? There are certainly tracking mechanisms that should be put in place to make sure the advertising is effective.

How does advertising fit in with your overall business strategy? An advertising strategy should reflect a company’s overall budget, brand recognition efforts, public image enhancement and market share growth strategy. Is your sales team prepared for inquiries, how will they move a candidate forward in developing a relationship before a sale can be made? Is your production or service team ready to respond once the sale is made?

Know your audience. Who is your customer, how often does he/she buy your product or service; are they part of a certain identifiable demographic segment? This is the step that most businesses spend the least amount of time on when it should be the first priority for segmenting your potential customer base.

Once you know your audience, choosing the type of advertising can be like walking in a fog! Do you choose print, broadcast, cable, radio, outdoor, online (Facebook, Linkedin, websites like woodlandsonline.com, hcnonline.com or chron.com for our Woodlands, TX area)? So many choices.

Once you identify the medium, what budget will be effective using that medium? If you can’t do it right, don’t do it at all.

Regarding messaging, what are you trying to convey? What content, image, graphics are going to get the most response?

Our clients rely on LJF to support them by recommending an advertising strategy that fits within their overall business and marketing plans. We help identify the best positioning statement to set the client apart from their competition and use that in the ad messaging along with creative images and graphics to grab attention. Lastly we monitor the campaign and develop a process to guide the client and their team to nurture a lead to the point of sale.

We love the following sources and we hope this helps you decide if advertising works for your business.

http://bit.ly/1DfdI54

http://bit.ly/1FPLelS

Message Crafting in the Midst of March

In the craziness of work, life, numerous tasks and even Spring Break, we often forget the main reason we do everything we do. The same is true of companies – it’s easy to neglect the purpose behind all of your business transactions when a lot more work is coming in than usual.

It’s crucial, however, to remember your purpose in times like these, and make sure it’s transferring to the way you promote and market your business. After all, doesn’t a sense of purpose get us through the busy times? When we forget it, our tasks seem to be more difficult and executed less intentionally.

The point: your company’s message should be an expression of your company’s purpose.

Here are a few facets where your company’s message should be present in any marketing campaign:

  • Graphics – did you know that even the color scheme you use is important in conveying your message? In certain industries, some colors are seen as negative, so you will want to avoid those colors in your marketing strategy and advertising campaigns.
  • Tagline – a tagline is a short phrase or statement that describes either what the particular campaign’s message is or what your company’s message is (in general). It’s necessary to have a snappy tagline so people know what your firm is all about.
  • Body (if needed) – Think back to when you wrote papers in college: you needed a thesis and the rest of the paper was supposed to back it up, right? The same is true if you’re doing a brochure, website, or anything other than an ad (you don’t need a body for an ad because too much text detracts from the core message); everything in paragraph form should back up your company’s message.

LJF_BT_MarAdvertising will turn into action with the right target, message and frequency. The message is crucial, but it’s just one part of the big picture.

If you need assistance with the right message or your advertising in general, don’t hesitate to contact us. We’re here to help!

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