Fast Marketing Minute

Want to build the like, know and trust factor even more with LinkedIn?

Creating conversations with prospects and customers is what engagement is about on social media. That’s what LinkedIn’s Conversation ads do. You might know this ad strategy – it used to be called sponsored inMail. What’s so interesting about these ads are that they’re designed for real-time engagement, so when a prospect is active on LinkedIn, you’ll know. That means chances are they’re more likely to engage.

So how do you know if someone is active on LinkedIn?  If you’re on LinkedIn a lot, like me, you’ve probably seen the green dot next to someone’s profile when you’re online. Maybe you’ve also seen a green dot with a white circle in the middle. That means the person is on mobile.

LinkedIn Conversation ads give you a lot of flexibility so you can deliver content based on where your prospect or your customer is in the buyer cycle

Want to give LinkedIn Conversation ads a try? Open the Campaign Manager within LinkedIn to start a new campaign. From there, you can drive traffic to your website or to a landing page. What’s your goal? If you want to generate leads, you can use a form that already has their information filled in LinkedIn profile data.

I’m Robin Samora with the Fast Marketing Minute. LinkedIn is the ultimate B2B social platform with over 260 million active users monthly. Why don’t we connect on LinkedIn? Look me up and let me know how we met. Talk tomorrow!

Do you cringe every time you have to produce your own video?

On a mission to produce your own video? Some days you might love it, other days hate it. I get it. But learning a handful of DIY video tips will help you get comfortable shooting and being in front of the camera.

Here are 4 Easy DIY Video Tips for Zoom or Loom 

* Be mindful where you position your camera. It’s best that your camera lens is at eye-height or a bit higher. Sometimes, you might have to prop up your laptop because it’s a more flattering angle. If that’s the case, do it! You want to look your best.

* Depending on your background and the room where you’re recording, if you see the crease where the ceiling meets the wall, your angle is too low. Make sure to look on the screen and adjust accordingly.

* Lighting is next. Your main light source should behind the camera, not in front of it. front. If you’re setting up a video call on Zoom or Loom, make sure you’re facing the window so you get the best light. Sometimes there’s no natural light. In that case, put a lamp behind your webcam so your face is lit.

* Sound is always important and you don’t want to sound muffled or like a car is passing by – even if it is. Use a microphone whenever you can. I love my snowball but I don’t use it all the time. If you’re a speaker you can use a lavalier or the mic on your computer may be just fine. Like everything, just be sure to test it.

I’m Robin Samora with the Fast Marketing Minute. Using video to grow your business isn’t just an option any more. For many entrepreneurs, it’s a necessity to connect with clients, deliver training, and create products. Message me if you want to talk about what you can do with video. I’m at [email protected]. Talk tomorrow

Are you leading a team in uncertain times? Here are three ways to lead through the fear.

Everyone reacts to change differently and as a leader you need to be prepared for that. Some of your team might be paralyzed with anxiety, others who seem the most solid, may be heading toward a meltdown. What you need to know is that depending on life experiences, acceptance isn’t the same for everyone, nor is timing.

Typically, when people are afraid, they tend to go into survivor mode, thinking the worst can happen. They could be afraid to lose their jobs, get sick, or worry about their families. Everyone is afraid of something different, and a lot of it is based on their past. As a leader in times of high uncertainty, it’s important to talk with your team about the things you can control, not what you can’t.

In times of crisis, who can you depend on? You might be surprised. Look people who are calm and levelheaded to support you. All effective leaders have a plan. A plan calms fears and lets your team know that you’re prepared for the challenge. Your team will appreciate that and respect your honesty. They’ll also have confidence in you.

I’m Robin Samora with the Fast Marketing Minute. You don’t need a crisis to position yourself as a leader. Learn how to build your expert authority. Got a question on how to do that, reach out on LinkedIn for starters. I’m at LinkedIn.com/in/RobinSamora. Talk tomorrow!

How are your business decisions affecting your potential customers?

In a society that’s into “green” thinking and protecting the environment, Coca-Cola is one of the worst offenders. At the end of January, it announced that it had no intention of stopping production of its single-use plastic bottles because it’s what their customer wants. People are in an uproar.

Some people question how such a large company like Coke doesn’t have to contribute to saving the planet from pollution. But, Coca-Cola said it will be working toward making all packaging 100 percent recyclable by 2025. That’s in five years.

Your small business may not be the leading plastic pollution creator in the world, but it makes you stop to think about how your business decisions are perceived by potential customers. How do your stances on social issues affect your bottom line?

About 20 percent of people polled said they really don’t care, they just want their Coke, but what about the other 80 percent? What do they think?

It’s important today to stand for what you believe in, and that includes issues that align with your company values. The truth is, you could be gaining or losing business because of it. Keep that in mind next time you decide to take a stance on something, especially if it’s against the majority or public opinion. Keep your eyes open to your audience and their interaction with their brand.

I’m Robin Samora with the Fast Marketing Minute. Pay attention to what people are thinking about your brand, not just what you think about it. Get a quick evaluation. Reach out to set up a time. I’m at [email protected].  Talk tomorrow!

How do you disrupt your industry?

First you need to ask yourself how your audience is underserved and how your company can provide a solution that no one else can offer.

You may need to think vertically, considering options outside of your regular business. Look into other areas of your industry that you can break into. Maybe it’s time to offer something new.

On the flip side, maybe you’re too diverse; you’re offering too many options. Perhaps your disruption is that you narrow things down, focusing yourself on being great at one or two things. Being the best at something is definitely a disruption if the whole market tends to be diversified.

Don’t be afraid to break the rules. That’s the point. You want to be doing something different than everyone else. You can’t disrupt a market if you’re following all of its rules.

Once you decide what you’re going to do, just do it.  And, Do it fast. In fact, do it now. Forget waiting and long-term planning. Just leap. If you wait, someone could do it before you, or you might lose your nerve.

I’m Robin Samora with the Fast Marketing Minute. It’s time to take a look at your business and business model. Will you survive or thrive if you’re doing the same old same old? Not sure? Give me a call if you want another viewpoint. Find me at RobinSamora.com. Talk tomorrow!

 

Want to get new business in the door? Here’s how to do it with Google My Business.

* Answer questions ASAP. Yes, people can ask you questions through Google My Business. Set up email notifications, or better yet download the app on your phone so you never miss a question. The person asking a question could be a potential customer and if you respond quickly, you could gain his or her business.

* Make sure you fill out all the details about your business. Include your hours, phone number and choose your precise category information. Make it easy for people to find you and contact you. You’d be surprised how many businesses don’t have this info on their GMB listings.

* Add photos of your store front, so people know what to look for when they’re trying to find you. Sure, Google probably has one, but the one your take will be better. Way better, actually.

* You’ll also want to add photos of your products. You could have just what someone needs. Showing what you sell at a glance may make you the first and only stop to buy.

* Post about events, including sales, at your store. If someone searches for “events nearby” your will pop up in the search. That’s what you’re looking for.

* Lastly, post about nearby attractions. For example, if you own a sandwich shop near a museum, you could have a post about grabbing some lunch after exploring the latest   exhibit. People often look at what’s nearby on Google maps, so catch their attention with a specific post.

I’m Robin Samora with the Fast Marketing Minute. I think that Google My Business is one of the greatest publicity tools out there. If you need an opinion on your page, reach out. I’m at [email protected]  Talk tomorrow!

What happens when you have a follower-following imbalance?

If you’re following 3000 people but only 200 people follow you, people will know something’s not right. Don’t go following thousands of people to grow your following, wait for it to happen authentically.

Here are 4 marketing tips to help you:

* Don’t use a bunch of exclamation points and question marks in your content. No one wants to be screamed at. It may catch attention, but not the right kind.

* Be careful of posts with bad grammar, or lack of punctuation or incessant typos. It’s unprofessional and distracting. Even if you’re making a great point, no one is going to pay attention if you use the wrong version of “there.”

* Here’s another thing. Don’t post links without any comments or information. Instead, include your thoughts or summarize the article you’re posting the link to.

* And lastly, don’t post about your sales or new content 100 times. Some repeat posting is ok if it’s making people aware that it’s the “last day” or “you don’t want to miss out.” You can also repost evergreen content every so often. Just don’t do it 10 days in a row.

I’m Robin Samora with the Fast Marketing Minute. I addition to my podcast, I write a weekly marketing blog, Robin’s Rainmakers. Check it out. It’s at RobinSamora.com/blog. Talk tomorrow!

What the heck is affinity content?

Sometimes when you have a really niche market, you can run out of things to talk about in your content. There’s only so much you can say about selling houses, fashion or marketing trends. When the well runs dry, look to affinity content to save you.

The term affinity was coined by Ian Lurie and refers to content that shares an audience for no apparent reason. He uses an example of people who own boats tend to watch more extreme sports on TV.

How do you find out what random things your audience likes? Here are a few free hacks.

* Start as if you’re creating a Facebook ad. Under detailed targeting for your audience, type in an interest that you know your audience has. Then click suggestions to get topic ideas.

* Check out Google’s suggested content too. Search for something in your industry and see what the suggested related content is.

* Amazon is perfect for this as well because people who bought “this industry book” or a product like yours also purchased “X, Y and Z” products.

* Lastly, think about your customer. What might they like based on demographics, your industry or the type of product you sell.

If you use these affinities to create content about all of your audience's interests, instead of just those directly relating to your business, you’re more likely to build long term rapport. They’ll remember you when they have a need for your product or service because you’ll provide them value in a dynamic way.

I’m Robin Samora with the Fast Marketing Minute. It doesn’t matter whether we’re in good times or bad time, you still need marketing and a marketing plan. Let’s talk about yours and how I might help. I’m at RobinSamora.com. Talk tomorrow!

If you’re designing infographics, web pages, and marketing pieces, here are four top visual content mistakes you want to avoid.

4 Top Visual Content Mistakes You Want to Avoid 

* Be careful your content isn’t too busy. Stick to 1 main color with a max of 2 other colors to accent. Adding white space can be used to your advantage.

* Limit your illustrations and icons. Too many graphics will distract the reader or viewer from the point. Use graphics to highlight the important stuff. Text and bullet points will work for everything else.

* Don’t over-decorate your title. Keep things simple. You don’t want your reader to feel overwhelmed.

* Lastly, be careful of using blurry images. Make sure that they’re the right size and resolution for your needs. Resolution for online should be 72 dpi, but I usually bump mine to 100 just to be safe.

I’m Robin Samora with the Fast Marketing Minute. Content Marketing is one of the most cost- effective ways to grow an audience and engage them. Need some ideas? Email me about your marketing challenges. I’m at [email protected].Talk tomorrow!

 

Want to spice up your content? Hell yeah!

Tell a personal story. Write about a lesson about what you learned or talk about an ah-hah moment. This can be a stand-alone, or you can back it up with statistics and data to prove your point.

You can also solve problems for your readers. This is what my podcast and blog are all about - helping small businesses to understand and learn about marketing and trends. Do the same for your readers. Educate them. What do they want to know about? Tell them.

Take a stale topic and add a fresh spin. Look at some things that are old school or stereotyped in your industry. Then figure out a way to give them a fresh perspective or show how it’s changed over time. Why is it different or better now?

Clarify a confusing topic in your industry.  What’s a question you’re always answering? People are probably searching for it, so write a blog about it or create an explainer video. You’ll be surprised when you pop up in search results.

I’m Robin Samora with the Fast Marketing Minute. Get a year’s worth of marketing and PR tips. Download a copy of my guide 52 Marketing and PR ideas to Get Attention, It’s at RobinSamora.com/52tips. Talk tomorrow!