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The Art & Science of a Successful Modern Marketer

It is no simple task for a business to be successful at marketing today. Marketers no longer have the luxury of specialization. In order to compete and thrive, they need a wide variety of skills – skills that incorporate both creativity from the right hemisphere of the brain and analytical thinking from the left hemisphere. In short, today’s successful marketer must be both artist and scientist, because what works in marketing is both an art and a science. Salesforce created a fantastic infographic that breaks down todays modern marketer. Here are eight key skills they identified, in greater detail (four artistic and four analytical) that every modern marketer must develop to ensure they adapt and flourish in today’s rapidly evolving world of marketing. The Modern Marketer Source: The Modern Marketer: Part Artist, Part Scientist [INFOGRAPHIC] Part Artist Written Content Writing as a skill has become vital for modern marketers. Content marketing, often in the form of written articles, is now a big component in many brand’s sales funnels. It plays a very important role in how brands are able to be found (through search engines or social media platforms) and then build relationships with their target market. This written content […]

7 Strategies for Effective Influencer Marketing

One of the keys to effective influencer marketing (aka getting real results) is by doing it authentically. But just what does that mean? Being authentic in your influencer marketing efforts means investing the time to learn as much as you can about each influencer you want to reach out to and then communicate with them in a personalized manner that works to establish and then build a real relationship with that person. Influencers get countless emails, all wanting something from them and most of them coming in the form of a generic, template email that can be spotted a mile away. Now consider that these influencers are people just like you and me, also with an inbox full of spam and junk mail on top of receiving a hefty amount of these (often impersonalized) influencer requests. Is it any wonder that they rarely respond to them? The odds are definitely not with you if you are contacting an influencer, regardless of how good the business opportunity is that you are offering. That is of course, unless you can find a way to ensure that your request stands out, gets their attention and makes them way to know more. I am […]

Artificial Intelligence (AI) is Transforming Digital Marketing

Every day people use artificial intelligence; most without realizing the amount of impact AI has on their lives. Chances are better than good that you’re using AI far more than you realize. Netflix, Google, credit card companies, video games, customer support, social media, and many other industries use AI to streamline their business model and improve the customer experience. This means that businesses large and small need to capitalize on what’s quickly becoming a thriving industry. For perspective, the artificial intelligence market is expected to grow from its current $600 million valuation, to over $36 billion in 2025. Adding AI to your digital marketing strategy is crucial to staying relevant. Luckily, with a basic understanding, AI implementation is easier than you’d think. What is AI, Exactly? The first step to integrating AI into your digital marketing strategy is understanding exactly what artificial intelligence is, and what it can do for your brand. Put simply, AI is an algorithmic computer system that can understand human context and carry out human tasks. Tasks range from simple bots like AIM’s infamous SmarterChild, to complex algorithms like Netflix’s recommended queue. It’s important to understand that AI translates human language into “computer language,” and vice […]

8 Steps to an Effective Influencer Marketing Strategy

There are all kinds of people that you could consider influencers. For example, your best customers can be some of the best influencers and advocates of your products/services. However there are times when you want to widen your reach and get in front of a brand new audience to promote your brand. Influencer marketing involves partnering with key individuals within your industry to promote your brand to their followers. If done correctly, influencer marketing can be a huge success and drive your brand’s growth exponentially. Here are eight specific steps that will improve success with your influencer marketing efforts. 8 Steps to Set Up Your Influencer Marketing Strategy Set goals. Before you start any new marketing campaign, it’s important to set goals so you know how to measure your campaign’s success. What are you hoping to get out of your influencer marketing campaign? For example, you may want to increase awareness of a new product or upcoming event, improve your website ranking, or increase followers on social media. Define your ideal influencer. Now that you know what you want to achieve with your campaign, it’s time to define your ideal influencer. Brands should look for people who are active on […]

The Shark Tank Formula for Entrepreneurial Success

Have you watched the show Shark Tank? This is a show where new and aspiring entrepreneurs present their ideas to the sharks – five business titans who made their own dreams a reality and turned their ideas into lucrative empires. The contestants of the show try to convince any one of the sharks to invest money in their idea. When more than one of the sharks decide they want a piece of the action, a bidding war can erupt, driving up the price of the investment. But this only happens sometimes and for a few of them. Entrepreneurs can often face a tough road. For some entrepreneurship can be filled with failure, long hours and a constant need to impress investors. There’s also the ever present temptation to fall back on crowd sourcing websites like Kickstarter. These rigors turn many entrepreneurs away from following through with their business idea. Almost 40 percent of entrepreneurs cite fear of failing as the reason they don’t pursue opportunities. The future sounds bleak for entrepreneurs, but in actuality entrepreneurship is on the rise. The growing ease of information availability exposes people to stories of entrepreneurial success. The television show Shark Tank has helped catapult […]

What YouTube Sensation Sierra Furtado Can Teach Brands About Marketing

The realm of marketing is once again a brave new world for anyone bold enough and creative enough to tackle it head on, authentically, and with the goal to truly connect with their community. Someone just like Sierra Furtado, a young YouTube sensation who literally started with nothing, making videos in her room in the middle of the night. She has since grown her YouTube channel to over 2.3 million loyal subscribers and has just written a novel, Life Uploaded. The novel, while fiction, does include many elements of her own life experience as a YouTube star as well as the normal everyday experiences that all young girls have growing up. Sierra has grown her channel by staying wholesome and not provocative. She tries to provide a clean and positive message empowering young females. This book is a testament to that message which provides a good moral message in a somewhat clouded space in the social media vertical. While this young woman has done some amazing things, what I want to focus on is how she and other millennials similar to her are able to create loyal communities (she calls her fans Sierranators) with no marketing strategy or budget. Just […]

Visual Marketing: How To Use The Canva iPhone App

Whether you are just getting started with visual marketing and creating graphics for social media posts or are an experienced designer, you can now make easy, eye catching graphics with the Canva iPhone app. While Canva for desktop and iPad have been around for some time, they have recently released an app version for iPhones. The app includes much of the functionality that you love in the full Canva desktop version, simplified to work on a smaller workspace with an iPhone. The reason that this and other graphic design apps like it are so important is that in order to catch the attention of your community and engage with them, you need to create graphics that you can share on your social media platforms. These graphics can be quotes, stats or tips that you can pull from your existing content. Ideally your images should provide some kind of value, share something meaningful or help your community to connect with you on an emotional level. Make Social Media Images Quickly With The Canva iPhone App When you first open the Canva iPhone app you will need to login or sign up. If you already have a Canva account, you can login […]

6 Guaranteed Ways To Position Yourself As An Authority

There are so many choices and options today when people are looking to solve a challenge or problem. So just how do they make that choice? They go to the trusted expert or authority who has built a relationship with them and has proven their expertise on their topic. So when your community needs someone that offers the products or services that you do, will you be the authority that they turn to? Perhaps you are unsure on how to establish yourself as an authority on your topic? Fear not. I am going to share six guaranteed ways you can position yourself as a trusted authority with your community, industry and/or topic. 6 Key Strategies To Become an Authority On Your Topic 1. Focus on a Niche Don’t be a Jack-of-all-trades and master of none. If you want people to see you as authority, specialize in something. Pick a niche that narrowly focuses in on your ideal clients and what they need or want. For example, while I provide a variety of social media marketing and content marketing services, my specialty and what I’m best known for is LinkedIn. This is where 80% of my focus and energy is spent […]

Speak Directly to Your Ideal Clients in Your Marketing

Do you ever wonder why your marketing messages do not produce the kind of results that you were hoping for? Have you started to question the effectiveness or value that you are getting from your social media and other online marketing efforts? If this is true for you, you are not alone. But have you ever considered that you might not be speaking to the right group of people, or alternatively that you are not speaking the right language to get the attention of your ideal clients? In my last article How To Get Your Marketing To Attract Your Ideal Clients, I shared how to define and identify your ideal clients. While being able to define who your ideal clients are is an important first step to being able to market successfully, it is not enough if you hope to connect with this community and build a relationship with them. “Profitability depends on delivering pertinent content and desired solutions to a specific audience.” ~Steve Olsher Once you know who your ideal clients are and how they identify themselves, you need to go deeper and understand them – what is important to them, the challenges they face and the language that […]

How To Get Your Marketing To Attract Your Ideal Clients

  “Everyone is not your customer.”   ~Seth Godin No one has said it better than Seth Godin. This short, 5-word sentence is a vital concept in business and yet most people still have a hard time fully understanding the importance of it. The thought usually goes, more is better. Especially when you are talking about customers. But that is not the case when deciding WHO your business should market to. Let me share two other quotes, which might shed some light on the situation.  “When you speak to everyone, you speak to no one.” ~Meredith Hill “You can’t be everything to everyone, but you can be something to someone.” ~Andrew Davis What these quotes essentially mean is that by choosing to market to everyone, your message is so diluted and generic that it will not speak to anyone at all. Today people want and expect personalization. They want a message that speaks directly to them and people like them. They want to emotionally connect with your message – essentially why you do what you do. (Check out Simon Sinek’s TED talk video to help you figure out your why message.) If you fail to do this, then you will […]

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