Fast Marketing Minute

If you don’t have a website, it's hard for people to find you, which means you’re losing business. Don’t let that happen. Create a well designed website starting with the homepage.

Here are 6 Key Elements for Every Website Homepage

* The first thing a visitor sees on your homepage is your branding, especially your logo. It tells them they’ve landed in the right place and it’s the starting point on their buyer’s journey.  Make sure that your logo is linked to your homepage, so visitors can easily navigate back there from any page on your website.

* Create an easily navigatable menu. It doesn’t have to be complicated. Keep it simple. Limit the number of items in your menu, create a drop down menu if you need one, and label your menu clearly.

* Write a 2-3 sentence headline that tells people about your business, how you can help them and what problem you’re able to solve. Your headline should quickly explain your product or service so there’s no confusion.

* Every brand needs social proof, so feature some of your favorite reviews or ask clients to write a few thoughts to include on your website. If it’s appropriate, use an actual photo of the reviewer; it makes it more real.

* Include at least two calls to action. One should be at the top, above the fold. “Book Now,” and the second one should be towards the bottom of the page.

* Lastly, you need a footer with contact info and links to important pages on your website plus, social media. You can put your social icons at the top as well.

I’m Robin Samora with the Fast Marketing Minute. You are your brand 24/7 so make sure it never sleeps. If yours is tired and cranky, reach out. I’m at RobinSamora.com. Talk tomorrow!

 

When was the last time you took a vacation? A real one. I’m not talking about extending a work trip for a few days or taking your laptop to the beach. A year or more? It’s time to change your mindset. Vacations are good for your business.

Do you ever feel that you have to keep everything going 24/7 or all hell will break loose? You can’t stop or you might miss something? The life coach part of my marketing practice comes into play. You need to let go. Give it a rest. Walk away for a day, a week, or even two weeks. Just plan ahead.

Here’s an idea. Schedule a vacation right now. Well, after this podcast. Stop wondering how you could take time off and start planning for when you’re taking time off. This will give you the chance to lean on your team a bit more. Tell them what you expect while you’re gone. Give them roles instead of tasks. It allows them to fill the role instead of completing tasks on a list.

You may even discover that you can rely on your team more in the long-term, and that they have talent you never even realized. Taking time away from your business can help you to get some perspective too. You can take a step back from working so hard in your business to see how you could work more effectively on your business.

I love to travel and taking time away is really important to me. I’ve had vacations where I didn’t think about work for a single minute, which was just what I needed. I’ve also had some of my best “ah-ha” moments sitting on the beach.

Chances are that after your vacation, you’ll come back feeling refreshed and ready to give your business your best self. And your best self is worth a million dollars, probably more.

I’m Robin Samora with the Fast Marketing Minute. I help business owners find their best self and promote their expertise. How can I help you? Contact me at RobinSamora.com. Talk tomorrow!

A strong content marketing strategy will set you apart from your competition, especially if you’re monitoring content that’s popular and getting engagement, and answering customer’s questions.

Here are 3 simple content marketing strategies for 2020 that work, without spending a ton of time and resources.

* Update the current content on your website. If it’s been a year or two, or three or seven since you’ve updated your website content, start out by doing just that. Review each page to see if it still speaks to your brand. Sometimes just freshening up the language and replacing long-tail keyword phrases makes a difference.

If your blog is on your website, see what blogs performed well in the past, and update the opening and closing paragraphs. You’ll also want to replace old links with new, relevant ones. The goal is to repost these blogs as new content.

* Focus on local SEO with Google My Business and claim your listing if you haven’t already. It’s basically free publicity. Make sure all of the information on your listing is correct, including hours, services, and FAQs. Upload compelling photos using Alt Tags or Alt Text, and if you’re a local expert, post your favorite headshot there too.

Post to Google My Business at least a few times per week. Keeping fresh content there allows customers to learn more about as soon as they find you on Google. Timing is everything, right?

* Another tactic is to open up guest blogging opportunities to your peers. Letting another expert write for you frees up time for you to bring in business or work on high income projects. Think of it as a win-win. As long as they align with your brand and they’re not a competitor, you both can reach new audiences, cross promote, and repurpose the content in a dozen or more different ways.

Of course, increasing user-generated content, stepping up your video campaigns, and creating strategic voice marketing copy works, but these are 3 simple tactics you can outsource.

I’m Robin Samora with the Fast Marketing Minute. If you like these podcasts, I’d love for you to write a review on Amazon. Go to FastMarketingMinute.com/review and share your thoughts. Thanks so much and talk tomorrow!

 

If you’re in business, you’re probably already giving back in some way. Giving back is a success principle that works behind the scenes. It’s good for business because you build goodwill, benefit from positive PR, and widen your circle of influence. It gives you a sense of purpose and you feel good too.

“Buying on belief” is the new norm. Customers want to support businesses who stand for something they believe in. You don’t have to take a stand on major social issues like big corporations do, but having a charity or cause you’re publicly passionate or excited about can benefit your business a number of ways.

Giving back doesn’t mean you have to give money to everyone or get involved with everything. That’s impossible! Choose one or two issues that are important to you or align with your business goals and values. Then get active and stay active. Being a positive force in your community attracts like minded people who notice your involvement and hope for a better world.

How can you promote your cause-related marketing efforts without feeling uncomfortable?

It depends on if you're giving is personal and anonymous, or as a company sponsor. Either way, you can do it in a manner that fits your style. Promote your involvement first, on your own media channels (your blog, website, or video) and then post on social media. If it’s a bigger initiative, you can send press releases, invite the media to events or ask the charity to add your name or logo as part of a sponsor package, which you can negotiate.

Don’t get involved with a cause if it’s just for the press. You can spot a phony a mile away. It’s important that what you stand behind authentically matters to you.

I’m Robin Samora with the Fast Marketing Minute. Read about more marketing and PR ideas on my Top 40 Small Business Marketing Blog, Robin’s Rainmakers. Sign up for weekly insight at RobinSamora.com/blog. Talk tomorrow!

Everyone is talking about TikTok. It looks to be the next big social platform. TikTok lets users make 15-second videos and it differs from typical stories on other social media because it has some pretty cool in-app editing tools. If you aren’t familiar with the app, if Instagram and Snapchat had a baby with video-editing capabilities, it would be TikTok.

TikTok was the most downloaded app in the Apple store Q1 of 2019 and in the world in September 2019. Right now, it has 80 million users in the US -- so it could be worth it to be an early-ish adopter.

TikTok could be right for your business if your target market is a younger audience. We’re talking Gen Z, not millenials. So if girls 16-24 are your audience, then you should definitely think of using the platform. In fact, why not think ahead and seize it as an opportunity to start marketing to the next generation of consumers.

If your brand has a big personality, it will go over well on TikTok. The most popular videos are the ones that are a bit over the top, dramatic or funny. That said, it’s a very casual place that doesn’t focus on perfection. So have fun with it and be approachable.

TikTok is also a good place to experiment with the lighter or silly side of your brand. And some content you create here could be easily used on other platforms, especially Instagram stories.

If you’re in the music or entertainment business, you should definitely be using TikTok. It’s the perfect way to build hype around new music, artists, movies and events. The app is for content creators, so if you are one, or do promo for one, you should be there.

I’m Robin Samora with the Fast Marketing Minute. You can’t do every marketing tactic to grow your business or you’ll go crazy. Find out what strategies are right for your business. Download a copy of 52 Marketing and PR Ideas to Get Attention. It’s at RobinSamora.com/52tips. Talk tomorrow!

Do you know the definition of brandstanding?  It’s an “activist capitalist” trend where brands are taking a stance on a current social, environmental or political issue. Usually it’s on a topic that’s deeply rooted in the brand’s identity and core values.

For example, last October, Always made national headlines when it removed the female symbol from its packaging to become more gender inclusive. Some people applauded the decision. Others were in an uproar.

It can be a risk when you take a stand on a controversial topic, but it may also strengthen your relationship with some customers. They may vow to only buy from you, creating strong brand loyalty. Others may be so upset that they’ll boycott your brand completely.

In a world that demands high personalization, it’s no surprise that brands are proving their authenticity by taking a stand for what they believe in. A 2018 study showed that 64 percent of people would purchase from a brand based on their level of activism.

If you decide to go this route, don’t fake it. You can’t just pick a side on a whim and start posting on social media. It’s not a tactic to use solely for capital gains. Make sure it’s something that your brand actually stands for and that you’re passionate about. It could be the environment, social justice, or education. Choose a cause that you believe in.

This is Robin Samora with the Fast Marketing Minute. If you’d like to talk about branding, ask me about coming to your company for a strategic work session about how to promote your core values in an authentic voice, to meet your business goals. Read what it’s like to work with me at RobinSamora.com. Talk tomorrow!

If you want to knock it out of the park at your next speaking gig, be prepared both physically and mentally -- before you get on stage.

Here are 4 public speaking exercises for optimum performance.

* Schedule time for light exercise. Don’t run 10 miles, but consider going for a walk or taking a yoga class. Exercise releases endorphins, so you’ll feel good. Plus, releasing a little nervous tension will help you be less jittery in front of your audience.

* Get in the right headspace. Go through your outline one last time and memorize the first few lines of your presentation. If you nail the opening, chances are you’ll feel more confident. Don’t think about what you’re eating for lunch, the meeting you have later in the day or the tune-up that you missed yesterday. Just focus on your presentation and how great it’s going to be.

* Remember that you love what you do and you’ve earned the right to be in front of the room as an expert. Let your passion shine through. Nobody wants to listen to a robot, so use your emotions and tell personal stories that connect with the audience’s challenges. Being human and transparent helps attendees remember the content and you better.

* And lastly, warm up your voice. As a speaker, your voice is your most important tool and we often neglect it. Drink some water. Warm up your vocal cords. Remember those annoying warmups from your high school choir? Yeah, do those. Greg Justice from Virginia Tech has a great warm up routine you can watch on YouTube. It’s linked here in the show notes.

This is Robin Samora with the Fast Marketing Minute. If you’re looking to build out your speaking career to grow sales and visibility, and of course your expert status, let’s connect. Email me at [email protected].  Talk tomorrow!

Ever hear of the APP Formula of Content Marketing? The acronym was new to me, so I wanted to share it with you. It’s all about making your content crisp. Today, let’s talk about a handful of techniques to make your writing more on point -- and crisp, to keep your reader’s attention.

* Keep it simple. I know you’re an expert, but stay away from too many details. Too much information leads your audience into overwhelm. Create an outline for your content and stick to it. Be informative and helpful without going over your readers’ heads. You will lose them and you don't want that.

* Use the APP formula for your intros. Start with something your readers Agree with. Show that you understand their problem. Promise them that you can help. Give them a Preview of what they’re about to read.

* Create skimmable content. The average reader is only going to read about 20-30 percent of what you write. Make your content easily digestible with short 2-3 sentence paragraphs. Bulleted and numbered lists are best. Use bold and italics to draw attention to the most important points.

* This may sound counter-intuitive, but don’t try to sound smart. 99 percent of marketing content should be conversational. Write like you’re explaining it out loud to a group of people or a friend. I tell my clients to write like they’re taking to their best friend -- in most cases. Proper language counts here.

* Don’t get lost in the middle. Define a goal or key takeaway you want your readers to have at the end of your content. Remember that goal the entire time you’re writing and stay on task.

I’m Robin Samora with the Fast Marketing Minute. If you’re looking to build an expert brand, let’s connect. Check me out at RobinSamora.com and contact me there. Talk tomorrow!

 

Did you know that millenials in a professional position appreciate access to continued training? And, according to a recent LinkedIn survey, 42% of millennials reported listening to podcasts? 

So, here’s an idea. Give your millennial workforce podcasts -- private podcasts.

If you send a monthly internal email with company updates, announcements and events, release it as a podcast instead. Why pull employees away from their jobs for a day if you could record a podcast so that they could listen when they’re available. With podcasts you get someone’s undivided attention, as long as they commit to listening.

You could ask company leaders to record weekly or monthly podcasts with insights on industry trends, competitive analysis, or what’s new on the horizon. Or ask employees for feedback on what topics would help them succeed on the job, so they can do their best work.

Create content about what they want to learn in a format they like and use daily. Listening to podcasts also provides your staff a chance to pause, rewind and relisten, should they need to. 

Private podcasting could also keep teams connected in a virtual work environment. More companies are moving toward increasing remote employees, flexible hours and results-based work models. Having a weekly podcast to come back to will keep them more grounded and personally invested in the company.

I’m Robin Samora with the Fast Marketing Minute. Are you looking to create more brand advocates within your company? I’m happy to share my insight of being in business for over 20 years. Contact me at RobinSamora.com. Talk tomorrow!

Want to know more about emoji’s? Well why not? 92 percent of internet users use emojis every day, so you should probably consider using them at some point in your marketing. The question is, how do you do it if you want to maintain a certain image and never look ridiculous?

For starters, don’t randomly add emojis in the middle of your blog. () It doesn’t make sense. Instead, consider using them as part of your content promotion on emails and social media.

Stats show that 56 percent of brands that used emojis in subject lines saw an increase in unique opens.  The smiling poop emoji gets the highest read rates when used in a subject line and the red heart got a 6 percent increase in opens.

More than half of the comments on Instagram include an emoji, and the red heart is most used there. On Twitter, emoji users trend younger and female. And an emoji in a Facebook post increases the number of likes by 57 percent. On LinkedIn they're a little more taboo. It really depends on your personal brand whether or not to use them.

Testing the waters with emojis on Twitter makes sense. Plus, an emoji in a tweet can increase engagement by more than 25 percent. If it doesn’t work for you, posts are fleeting, so it won’t matter by tomorrow, unless you go emoji wild and post thirty smiley faces in a row.

What it really comes down to is your brand and your audience. Does your brand identity align with emojis? Is your target audience using them? If the answer is “yes” to either of these questions, then try them out. You don’t have to use them everywhere and on everything. Add emojis when you think it looks natural.  

But no matter what the experts say, I’m never putting a poop emoji in my subject line.I’m Robin Samora with the Fast Marketing Minute. I love creating content and helping business owners showcase their expertise. Want a few ideas? Email me at [email protected] and let’s put a date on the calendar. Talk tomorrow!