Category Archives: Marketing & Branding

Information on target markets, increasing visibility, building rapport & credibility, and social media.

Writing For The Web

Netwriting or writing on the web is an evolving art. With more and more consumers turning to the web prior to making a purchase, it is becoming a more important medium.

Some of the questions that are answered in this video are;
– how do you write differently for web?
– how do you write differently for mobile phones?
– where do you put the most important messages?
– what are some emerging trends in online writing?

Some best practices when writing in general is to use the inverted pyramid approach where the most important or key points are at the top. Another is to use an active voice and ensure that the message is what the audience is looking for.

Web writing takes these writing best practices and turbo charges them with some other things you need to take into consideration.

1. Simplicity. Web needs to simple. Mobile needs to be even more simple.
2. Scan-able. People read websites in a pre defined order. Make sure your most important messaging are in these areas.
3. Search-able. Traditional search engine optimization best practices are no longer as important. Content (your writing!) is becoming increasingly important and providing relevant and credible information is critical. There is an entire new industry on content marketing based on this requirement.

Contact The Expert

Paul Lalonde
Content Manager
MarketingWise
paul@marketingwise.ca

Want the PowerPoint slides?

Paul Lalonde.Web writing

Steps To Create Your Super Slogan

Slogans are an extension of your brand and an easy way for customers to remember you. Of course, that’s if you do it right. If you do it incorrectly, this is an easy thing for your customers to forget.
 
This 16 minute video goes through the 5 point checklist to make sure that your slogan is going to get you the results that you want.
 
1. Does it match your business’ brand image?
2. Can your customer instantly understand how your business can benefit them?
3. Will you stick out from the crowd? Will your customer remember it?
4. Is your slogan unique for your business or is it transferable?
5. Is it simple enough or are you falling into some common pitfalls.
 
You’ll be surprised at how many huge companies have create their slogan incorrectly! And you’ll be happy to know that you will be able to save on marketing dollars by avoiding their mistakes.
 
Your slogan is part of your first impression and making sure that your customers remember you. But sometimes it is daunting to start putting your pen to paper and figuring out what you should start with.
 
The 5 point checklist is good to critique an existing slogan, but this video also highlights the 2 step process to getting started if you don’t have one today.
 
Step 1 – What is your product, service or benefit?
Step 2 – Tie it to your brand.
 
Watch the video for an example of how this process can make a huge difference in the effectiveness of your slogan.
 

 
Want the slides? Ad slogans PowerPoint

eCommerce 101

Ecommerce is more than the future – it is today!

It is currently a $600 billion dollar industry in Canada and the United States, with over 630 million active websites. Plus it is still growing at a massive rate of 47% annually over the last 12 years.

iDeal Advisor presents this topic with the idea of focusing on conversion rates, reducing abandonment rates, and increasing the value of your website through traffic and revenue. Throughout the video, topics are covered to help you with these three goals.

First it covers that a good landing page is critical. It needs to have;

1. Your logo, images, and branding
2. You need great copy and design pieces.
3. You need a headline that is catchy and simple.
4. A brief body of copy that is succinct and clear.
5. Testimonials.
6. A call to action. What do you want the visitor coming to your site to DO.

Second there is the new SEO (search engine optimization)

1. fresh content
2. social media
3. media releases

You can’t improve what you can’t measure. So make sure that you are using Google Analytics to understand your unique visitors, abandon rates, and conversion rates.

And finally, you need a way to nurture the leads. How do you get conversion from returning visitors or individuals who left your site.

Contact The Expert

The subject matter expert is Craig Hunt, the President of iDeal Advisor.
email: craigh@idealadvisor.com

www.idealadvisor.com

If you like this video, check out Simple Website Best Practices.

Branding Basics Your Business Can’t Live Without

There are a ton of reasons why your business needs branding. One big reason is that it makes selling easier, but there are other benefits that will help your business flourish.

This video walks through the following;

– Why brand? Learn why branding is critical to your business
– Understand the key components of a brand
– Defining Your Brand
– Next Steps

Contact Your Expert

Eloise Pasianotto
epasianotto@focalpointcoaching.com

YouTube’s Powerful Tricks

YouTube is the second largest search engine in the world. This means that it is a huge opportunity for your business to be found.

This video will cover the following;
#1. You need to have a goal and the types of goals your YouTube strategy could have.
#2. Video creation and the different options that are available to you.
#3. Keyword search and how to find out how you should title or describe your video.
#4. Rank your video. There are tons of ways to do this including your title, description, tags, annotations, transcription, channel subscribers, channel authority, video views, video view duration, video feedback, likes/dislikes, favourites, inbound links, social shares, and embeds.
If you don’t know all of the ways to rank your videos, this 37 minute video is for you!


Contact The Expert!

Allan Pollett
allanp73@gmail.com

Expert’s Resources

Online video tools: Animoto, Xtranormal, Flixpress
Video software: Camtasia, After Effects

Path Of An Author

Whether your goal is to write a business book, create an anthology, or share your family’s history, this webinar will help you gain some added clarity amidst all the choices available in today’s exciting, ever-changing and often confusing world of publishing.

You’ll learn about the production process, the different kinds of publishing and basic marketing. Most importantly, you will be encouraged to think what it is that you want—and how to go about getting it!

Enjoy Sheri’s fresh approach, as she shares excellent information and tools that you will be able to use and incorporate immediately.

Above all, Sheri will inspire you to become even more committed to yourself and your work, reminding you of the value of ongoing learning and the dedication of time and patience required to bring about meaningful success . . . . and the importance of surrounding yourself with people who care about your work as much as you do!

Contact The Expert!

By Publisher, Editor, Speaker, Consultant, Author Sheri Andrunyk of I C Publishing

Email: insightfulcommunications@primus.ca

Follow Sheri on Social Media
LinkedIn (Sheri Andrunyk, MNLP, RP)
Twitter (I C Publishing)
Facebook (Insightful Communications Publishing)

Sheri’s Blog geared to authors and entrepreneurs at www.ICPublishing.ca

 

Sales Storytelling

Think about the excitement you felt when you first thought about running your own business. Did you dream of financial freedom? More time with your family? Travel to exotic places?
 
Where has all the excitement gone? Many small business owners experience incredible stress, time pressures and little personal time with loved ones. They realize that their business will collapse if they are absent from it. What started out as a dream has now become a cage.
 
The transition from a business that is a burden to a business that enables you to have the lifestyle that you dream of is not as difficult as you might think.
 
Learn to avoid:
 
•The stress from being the bottleneck in your business.
•The stress of poor cash flow
•The stress from not feeling in control
 
And how to achieve:
 
•Financial Freedom
•A business that works for you instead of a business you have to work for
•More time with your loved ones
 
If you would like to rekindle the dream, watch this video!
 

 
Contact The Expert
 
Adrian Davis
Adrian@adriandavis.com

Amazing Customer Service!

Customer service is the backbone of customer retention and customer loyalty. Customer retention is the backbone of increasing your revenue year over year.

 

This webinar will walk through the basics that you need to know about customer service and what you should know NOT to do.
 

 
Customer Service for Products
 

If you are selling a product, here are your customer service metrics.

 

1. Available products: do you actually have the product that they want on the shelf or in stock? Think about Chapters/Indigo, and the fact that you can order books on computers in store or find out physical stores where.

 

2. On time delivery: think about anything that you’ve ordered online and if it is close to when you need the gift, let’s say Christmas, they have a cut off online when they can get it to you by. If they missed the date, you’d be upset!

 

3. Zero defects: Do you buy your new pair of jeans with a hole in it (that wasn’t for fashion?) How upset are you about having to exchange it. Sometimes you’ll simply return it as you are that upset. Or you may simply never buy from that store again.

 

4. Meets customer specifications: If you want something custom, like ordering a custom suit. If it comes to you with pink thread and you expected black, you might be a little upset.

 

5. Amazes customers: This is the extra step. Is there something unexpected like a thank you card? A bonus gift? A loyalty card? For the suit example, maybe they threw in a tie?

 
Customer Service for Services
 
If you are selling a service, it is tougher as it is intangible. Here are your metrics;
 
1. Proximity to customers. Location, location, location becomes increasingly important for many services. It is less likely that someone will go to a salon across town or in another town, than down the street. That’s why franchises make so much sense. You love the product/service, but you simply aren’t willing to make the trek. So they bring it to you.
 
2. Zero wait time. How often have you gone to Tim Horton’s or Starbucks, and decided to wait on your coffee because the wait was too long. That is part of customer service. Both of them ended up changing their processes and adopting payment cards to save time. You might have even seen the Mastercard advertising about their PayPass program that has saved millions of minutes of time. It is the wait time in customer service of why this is sooooo important.
 
3. Consistent delivery. Services are trickier, as it is easy to provide great customer service as a single owner/operator of a business. But if you plan on scaling up, this will become more and more challenging. Maybe get your new employees to watch the recording of this video to start understanding the bigger perspective of customer service.
Part of this is understanding your process, and writing it down. That helps to train your employees as well as to improve upon what you are doing.
 
4. No mistakes in the delivery or unexpected interference. Mistakes happen! At Tim Horton’s I always order Steeped Tea. But I often get coffee instead as they might not have heard me with the noise or it was assumed. Another problem is sometimes the customer makes mistakes! They were talking about mistakes at Tim Horton’s the other day on the radio. One of the stories was about a woman talking on her phone while going through drive through. Apparently she heard the order taker speaking to the car ahead of her, and she ended up giving her order to a garbage can rather than to the order taker. When she got to getting her order, it obviously wasn’t ready for her. She was overheard saying on the phone “they got my order wrong again!”. This is a classic case of the customer not always being right.
 
5. Meets customer expectations. Services are tougher, as often the customer doesn’t know what to expect. Think about your last hair cut, and explaining that you just want a trim. You don’t know until your hair cut is done if it compares to your expectations.
 
6. Amazes customers. One of my best examples is at a nail salon I once went to. They ended up giving me a 5 minute massage while my nails dried. Completely unexpected and appreciated!
 
From here you need to know the best practices where are;
1. Managing expectations
2. Being fair and equitable with all of your customers
3. Listening
4. Over communicating
5. Recovering from mistakes
6. Mass customization
 
The subject matter expert was Carla Langhorst, the President of Small Business Solver. You can reach her at carla@smallbusinesssolver.com

Become A Networking Guru

Networking is a super way to get the word out there about your business. Especially if you are anxious about selling, this is a great first way to try your hand at the sales pitch.

 

This webinar covers the basics.  But more importantly, opens your eyes to many different tactics that might work better for you personally.

 

Specific topics include;

– where to network?

– your 30-second super pitch (are they dead?)

– reciprocity and being likeable

– your personal brand and ways to be remembered

– what not to do at a networking event!!

– what to do with those business cards?!

– follow up (the how, the why, the when)

 

Watch the video to find these answers and more!

 

Your Expert

 

Teresa Shaver, Executive Director

Business Advisory Centre Durham

PH:  905.668.4949 x222 . 1.866.632.5151

Email :  tshaver@bacd.ca    www.bacd.ca

 

Essential Reading for Networking Success:

Work the Pond – Darcy Rezak

Love is the Killer App – Tim Sanders

The Go Giver – Bob Burg

Never Eat Alone – Keith Ferrazzi

Enchantment – Guy Kawasaki

The Art of Mingling – Jeanne Martinet http://www.hellomynameisscott.com/

 

Apps/Software for Business Organization

Business Card Apps:

Evernote Hello ≈ Cardmunch ≈ CardCloud  ≈ CardFlick ≈ Bump

CRM Software:

Capsule CRM, Insightly, Batchbook. Highrise, Salesforce, Zoho, Sugar

Email Newsletter / Online Marketing:

Constant Contact, Mail Chimp, Email it!, Campayn, Aweber

 

Weekly To Do’s to build your network:

Send Four Cards a Week:

Handwritten notes every week to those in your network

Make Four Calls a Day:

Even if you leave a voicemail your outreach will be noticed and appreciated

Develop Four new Contacts a Week:

You never know when you’ll make a great new connection for you or for someone in your network.

Play Matchmaker:

The best networkers listen to others, understand their needs and share their resources.

 

Rules to Live By:

 

1. Help Everyone

2. Don’t Wait to Be Asked to Help

3. When You Are Asked, Don’t Miss That Opportunity

4. Compliment and Encourage

5. Introduce People

6. Be Friendly

7. Take a Chance

8. Be Open, Don’t Limit Your Friendships

9. Think the Best of People and Try Not to Judge

10. Be Grateful and Express It Often

 

Making Sense of Customer Loyalty for Small Retail Businesses

The new customer is exciting, but not nearly as important as existing customers. Learn about customer loyalty, how to create it, and new ways to create customer stickiness.

 

Your customers are mobile, now you can reap the benefits. Join us on to learn about traditional loyalty and how mobile loyalty can impact foot traffic, sales, and marketing. This is especially impactful for small retail business’.

 

 
Contact the subject matter experts:

 
Ahmed El-Kadars

Ovahi Inc.

+1.416.948.1302

 

How Ovahi works: http://youtu.be/R27lS4uJWz8