When it Comes to Your Marketing Goals, Don't Forget About Consumer Education

Whenever you begin to execute a marketing campaign, you're usually trying to service a few key goals at the same time. One of your top priorities is most likely brand awareness - you don't just want to get the word out about a product or service, but you're also trying to position your company as an authority on a particular topic. You may also want to help inform your target audience about the product in question. One of the most important marketing goals that far too many people overlook until it's too late, however, is consumer education. When it comes to your objectives, consumer education must ALWAYS be a top priority for a number of key reasons.

The Benefits of the Consumer Education Push

For marketers themselves, an increased emphasis on consumer education brings with it a host of different benefits that can't be ignored. For starters, it allows you to take a deeper level of control over the narrative that you're trying to tell than ever before. You're essentially reframing the information that consumers are actively looking for in a much more positive way. Instead of making a declarative statement with your campaign like, "Here are all of the amazing and incredible features that my product or service has," you get to instead take a decidedly less sales-oriented approach and offer advice like, "Here are the problems you have, here is why you have them, and here is how my product or service is the answer you've been looking for."

Perhaps the biggest benefit of all to taking a consumer education approach to marketing, however, is that you're no longer trying to convince your customers that your product or service is necessary. Instead, you get to essentially PROVE that it's necessary and let your customer base come to the same conclusion on their own. This helps to deepen the sense of confidence that consumers get from your company, which almost always leads to loyalty sooner rather than later.

Transforming the Landscape

Another key thing to keep in mind about making consumer education one of your core marketing objectives has to do with the subtle ways in which you change the relationship between company and customer. With consumer education, marketing is no longer a passive approach. Instead, it's decidedly active - consumers are no longer HEARING about your product or READING about it, they're LEARNING about it. They're engaged with your materials in a whole new way. It officially transforms the marketing experience into a two-way street by way of empowerment. Consumers will WANT to keep learning about what you have to say and what you have to offer, helping to increase penetration rates at the same time. The more satisfied with the marketing experience a consumer is, the more confident they ultimately are with the ways in which they spend your money. If you can turn the tide of the conversation in your direction through consumer education, you're looking at a powerful opportunity that you can no longer afford to ignore.

These are just a few of the reasons why consumer education NEEDS to be one of your marketing goals at all times. Not only does it bring with it the added benefit of affecting consumer behavior in a positive way, but it also helps establish you and your organization as the authority on a particular topic that people are actively looking for.

Realize the Amazing Power of Your Blog: Blogging and Social Media

Digital marketing, it's pretty simple, right? Draft up 500+ words of amazingly educational and entertaining content, upload it onto your blog, maybe sprinkle on a little SEO magic and you're good...right? Well, let's just put it this way: if you have teenagers, they're rolling their eyes at you. If you have dogs, they're staring at you with that head-cocked-to-the-side look they give you when you're missing the obvious.

Ok, maybe it's not as obvious as pick up ball...throw ball, but if you spend any time reading about online marketing, you've got to know how important of a role your blog can play in growing your client base. Don't worry, though, you're not alone. It's surprising how many established and emerging businesses underestimate the power of their blog. With a few added steps, you too can realize the amazing power of your blog.

Active Content Distribution

When you were planning your wedding or "Sweet 16" party, you didn't spend hundreds or thousands of dollars on gorgeous invitations just to leave them in the box, did you? Of course not! You sent them out into the world so they could tell the world the exciting news.

The same concept rings true for your blog content. They key is to actively push your content out into the world so people can line up to dance with you, money in hand. You want to get your content out on as many channels as you can. So this means:

o Tweet out your headlines and grabbers with a link to your content
o Post a summary of your content to Facebook
o Add your blog to your Google+ and LinkedIn Feeds
o Upload the cool images you post with your blog article to Pinterest and Instagram
o Turn your blog into a podcast or video and upload to YouTube
o Find out where your clients are hanging out and get your content out there!

It may sound a little daunting, but most of that can be done in one step using online tools that will help you to schedule your releases to touch your prospects and clients on a daily basis. Aim for 2-3 releases per day.

Sales Funnels

Depending on your business, your sales funnel can look much different than the business next door. So, without getting into too much detail, let's take a high-level look at what a sales funnel is and how your blog and other web content plays a role.

Typically, your blog articles will have one or more links to other pages of your website. You can be strategic about this and push ("funnel") them to where you want them to go. The page(s) that you're pushing your readers to may have a certain call to action that encourages them to give you their email address in exchange for something they find valuable. This could be a free white paper, free trial, webinar or other free consideration to obtain that valuable email address.

Once you have the prospect's email address, you can now trickle out relevant content (likely from your blog) into their brains via email. You'll have additional links to free content or additional sales pages that your prospects can click to when they're ready to make their purchase.

The sales funnel is all about grabbing that email address and using it to establish yourself as an expert in the field so that people will trust you enough or like you enough to buy what you're selling.

Strategic Alliances

Too many business owners think they have to do everything alone. This is not only sad, but also a dangerous fallacy that may be choking off your business revenues. One of the big keys to building your business is teaming up with other complementary (not competing) businesses to expand your reach.

According to Andrew Davis, author of "Brandscaping: Unleashing the Power of Partnership" businesses that partner usually experience rapid success with their content. The key is to make your content noteworthy, so when you reach out to potential partners, they'll be impressed and want to work with you.

There are a host of ways to initiate strategic alliances. They all start with recognizing those businesses that complement your product or service and share your audience. From there, consider reading their blogs to see what they're writing about. Send them an email proposing a guest blog article that would be of interest to their audience and a link to your site. That opens a dialogue that can lead to tremendous collective success.

Outsourcing Employee Training - When does it make Sense?

When you first started your company, you likely had some vision of what the customer experience would look like. Depending on your market, it could have looked something like the highly polished Front Desk staff of New York's Plaza Hotel, or maybe the sarcastically surly wait staff of San Diego's Dick's Last Resort. Whatever the market, you definitely wanted to create a distinctive customer experience.

Fast-forward a few years...You're standing off to the side of your restaurant/coffee bar/bookstore/clothing boutique and you realize, despite your best efforts at conveying your vision, your staff is just not "getting it." If that's the case and you want to distinguish your establishment, it may be time to bring in some training experts.

The big question is this: What makes more sense for your business - doing your training in-house or outsourcing your employee training?

Market Placement and Reach

Your decision on whether to insource or outsource your employee training is typically impacted by how many people you need to have trained. Is it a set number of people at exact intervals? Many businesses can take advantage of on-demand training to reduce costs and ensure your employees are trained quickly and properly by having an external provider handle the training function.

Additionally, if you have trainees located in geographically diverse locations, a vendor can easily take a classroom-learning module and create web-based training. This can be hosted in-house or remotely, depending upon your business needs.

Outsourcing Training May Cost Less

If you have full-time employees that are specifically dedicated to training your staff, it can be a costly endeavor. Many small and mid-sized companies just don't have the monetary resources to dedicate man-hours to development, design, implementation, and evaluation of training for their employees. There's also the management and tracking of these functions to think about.

Instead of hiring one or two employees dedicated solely to training, it may make more economic sense to use an outside organization to send your employees to before you let them loose with customers.

Risk Reduction

Training your employees is not just about creating that distinctive customer experience. You also want to ensure that your employees have the proper tools to do the job efficiently and safely. Think of training as a way to safeguard your business and reduce the risk of injury, loss, and (gasp!) lawsuits.

There are a host of web-based training programs out there addressing topics like proper money handling, OSHA safety, and dealing with difficult clients.

Access to Expertise

Training takes a specialized skill set. Vendors that specialize in training have the ability to create customizable training systems at a fraction of the cost of having them built in-house. The individuals that design, develop, and implement training are professionals that know how to transfer knowledge to a wide variety of learners.

The bottom line here is that these outside vendors are in the business of training. In-house training is hard to beat if you have the financial means and the ability to keep a steady stream of projects in the pipeline. However, if this is not the case, it may make sense to look to outside options for excellent employee training. However you choose to train your employees, taking the time to ensure your employees know their jobs well will mean your customers will thank you!

Why Continuing Education is the Key to Career Advancement in More Ways Than One

When many people reach a career milestone - be it getting a job with that great new company or even starting their own business - they often leave the concept of education behind. After all, they've already had a huge amount of schooling up to this point and they've succeeded in accomplishing what they set out to, so it probably isn't even necessary anymore, right?

Wrong.

Career advancement is a journey that never ends and continuing education is one of the single, best ways to make this road the easiest one of you've ever traveled.

The Key to the Future Rests in the Present

Even if you're completely satisfied with your current position and can't imagine ever wanting to go someplace else, continuing education is still valuable for a number of different reasons. Think about your long-term career goals. Where do you see yourself in a year? In five years? In ten? Even though you're satisfied today, there will still likely come a day where you begin looking for a change or what a little something "extra" out of your current situation. Continuing education not only makes it easier to ask for a raise within your current position, but it also makes you more attractive if the time comes where a management position opens up within your business that you might want to pursue.

Many experts agree that when hiring managers start to look at internal candidates for a new position, they actually grade on a tougher scale than if they were looking to fill a position from outside the company. At this point, a simple history of "hard work" and "dedication" isn't necessarily going to cut it - their expectations are higher than that. They KNOW you're a hard worker - it's why you still have a job. A history of regular, continuing education says that you've taken your dedication to a new level and that you're not only ready for new responsibilities, but you have the ethic and the skills to back up that claim.

It's All About Perspective

The late, great comedian Garry Shandling was a firm believer in the idea that the minute you stop working to improve yourself either personally or professionally, it's all over. He was the type of person who believed that his work was never done. There was ALWAYS something he could learn and ALWAYS some way he could improve the quality of the product he was putting out into the world. He deeply stood by these ideals, even though by any objective standard he perfected not only the sitcom but also the comedy television format with his HBO series (and he had the dozens of Emmy nominations to back that up). Yet still, it wasn't enough.

Just like Shandling, the moment you feel you've learned it all and the moment you feel like you've reached the point where you can't get better, you've lost a game that you never really understood in the first place.

This simple idea is perhaps the most important reason why continuing education is the key to career advancement, regardless of the type of industry you're working in. It forces you to think about ways that you could be doing better and about the shortcomings in your daily life that you need to address. It keeps you moving forward, but it keeps you grounded at the same time. Continuing education doesn't just make you a better employee on paper because you get to add a new certification or qualification to your resume - it makes you a better person, period.

Succeed in Business Without Undue Stress: Lessons From a Sailor

Whether you've been in business for 40 years, or you are a startup waiting for the perfect time to enter the marketplace, you want to know how to succeed in the fast-paced world of capturing market share. Let's see how your business can benefit from the lessons learned in the daily life of a salty sailor.

Sailors are known for their exciting tales of far-off worlds and adventure beyond a landlubber's imagination. The trusted captain and crew have a few pointers to share for a successful voyage.

Know your vessel.

Is she seaworthy? Is she built and maintained by people who take pride in their work? What are her quirks? Not all vessels are the same by any means. Know what makes her unique and tend to those details. What is the greatest strength of your enterprise? What is your core competency, or what is the distinguishing feature of your product? Having a well-defined product or service and a good understanding of how it compares to similar items in the marketplace is crucial.

Choose a good crew.

Your crew will make or break the voyage, and as the captain, all the responsibility is resting on you. Is the "crew" of your "vessel" the best in the business, or did you hire your brother's high school best friend out of some misplaced sense of obligation? You have to constantly assess the skill and knowledge of your crew. Do you have the right people stationed at the right post? Just as you wouldn't put a deckhand in charge of navigation, you must insist on having all of your staff working in the areas of their expertise.

Know where you're going.

As a sailor, you must always be aware of your latitude and longitude. You have to know where you are in order to chart a course to where you want to go. The tools available today are changing rapidly and technology is great, but do not lose sight of the basics: quality, consistency, value, and customer service. Knowing where you are in these key areas and how you stack up to the competition will allow you to get where you want to go, be it increased market share, growth, innovation, or profitability.

Sharpen your senses.

The wind will change direction and velocity and make your life terrible if you aren't in tune with Mother Nature. The same goes for rain, thunderstorms, and squalls. Know what conditions are in the forecast, but always keep watch to discern subtle changes and patterns. Business journals and analysts are out there making predictions and it can be hard to figure out who has the best information. Sharpen your senses and your gut will guide you in the direction of success. Look at the forecast, but know that your gut is rarely wrong.

Know how to adjust your sails.

When the wind changes direction or a storm system builds, sailors understand that they'll make no progress fighting the forces of nature. They know that by simply adjusting their sails, they can harness those forces, adjust their course, and continue on. They may even adjust their destination to make the most of the situation. Similarly, a leader of any enterprise must know how to adjust his plans to accommodate changes in the market. Market forces can be infinitely stronger than your iron will and can crush your business if you fight. If you accept the change and adjust your course, you may find yourself in a different place from where you intended to go, and it may be far better than you expected.

Whether you are a captain on the high seas or a captain of industry, you old salts have a lot in common. Next time you are in a pub near the marina, strike up a conversation with the weather-worn sailor in the corner. You just might learn something.

Lowered Postal Rates Mean Now is the Best Time to Give Direct Mail a Try

To say that most small businesses have something of a love/hate relationship with the United States Postal Service is an understatement. USPS is one of those necessary things to get a wide range of direct and print mail marketing materials out into the world. With a decade of increasing prices chipping away at return on investment little by little, it's no wonder many organizations started to skimp on direct mail spending in favor of other "cheaper" solutions in the interim. Now, however, the tides may be truly changing as postal rates are on the decline with no clear end in sight. If you've been waiting to jump back into the direct mail world, now might be the PERFECT time to give it a try for a number of reasons.

Postal Rates: What is Going On?

On April 10, 2016, the cost to ship a first-class letter in the United States fell to just $0.47 - a rare phenomenon in recent memory. Additionally, the price of sending a postcard dropped a penny, international letters fell $0.05, and even coveted "Forever Stamps" saw a decrease in cost at the same time. These are the most direct mail and small business-friendly prices to come along since the beginning of the 2008 recession.

Direct Mail Doesn't Just Work - It Works Gangbusters

Despite all this, some people still refuse to give direct mail the chance it deserves because they naturally assume that digital marketing is more efficient in the tech-driven world in which we now live. After all, with people glued to their cell phones day in and day out, how much of an impact can direct mail really have?

The answer is "a great big one."

According to a study conducted by Compu-Mail.com, direct mail is still used heavily in an iPhone and Droid-centric world: approximately 43% of all local retail advertising still falls into this category. Not only that, but young adults are actually the largest group to respond to direct mail the most, particularly among the millennial crowd. According to a recent International Communications Research survey, approximately 73% of consumers actually prefer direct mail over alternative advertising methods. This is largely due to the fact that an equal number of respondents said that direct mail marketing was a much more personable experience than internet-based materials. Keep in mind that millennials think junk mail happens in their inbox, not their mailbox.

So, if the reasons why you had overlooked direct mail in the past were because "it was too expensive" and "you didn't think it worked," congratulations: those two reasons just evaporated in an instant.

No two businesses are created in quite the same way, and what works for one might not work for another - especially in terms of an overall marketing strategy. However, with the recent decline of USPS postal rates, now would be the absolute perfect time to give direct mail a try if it's something that you've flirted with in the past, but ultimately overlooked for whatever reason. Now, is a terrific chance to really dip your proverbial toe in the water and to see just how direct mail can benefit your organization, especially if you're doing so for the first time. These declining rates most likely aren't going to stick around forever, so go for it, and create your direct mail campaign today.

Demystifying Marketing on Facebook, Twitter and Instagram

With the existing and ever-remerging social media outlets available to us, the confusion as to how to use them can sometimes make us wish for the days when only local newspaper ads and the yellow pages were used for getting our name out there. Before you throw your hands up and invest in a sandwich sign board, let's break down the mysteries that surround the three most popular social media platforms you can use successfully to grow your business.

Facebook
Facebook is probably the first platform you think of when you hear social media. It's not surprising, considering that, as of January of this year, it has over 1.5 billion monthly active users. For those of you marketing to millennials (15-34-year-olds), about 91% of them use Facebook, most likely without ever looking up from their phones. With numbers like this, if your business doesn't have an active Facebook page with content that is updated daily, you're seriously missing out.

Facebook is a fantastic place to post longer form statements and articles, with images and links to your business website, to drive traffic. Connecting with your prospects and clients through Facebook can benefit your business tremendously by building those critical relationships. Building followers on Facebook enables you to spread the news about your business by keeping your followers up to date on what your business is doing.

Every business needs to be actively present on Facebook to stay relevant.

Twitter
Twitter, on the other hand, is a micro-blogging site that allows you to send short (140 characters) messages to potentially millions of individuals in real time. Some of the most compelling features of Twitter include:

- URL shorteners like TinyURL and Bitly - enable you to link to content on your own site without hogging all of your characters.

- Hashtags - these tiny miracle workers enable you to create or insert your message into a worldwide conversation, allowing you to reach individuals that aren't necessarily following you, but are following the hashtag you are using.

- Trend watch - by looking at what's trending on Twitter, you can easily tailor your content to the actively followed conversations (hashtags) and get in on the hype.

Businesses that can really benefit the most from this include mobile businesses such as restaurants, retail outlets, and food trucks. Imagine Tweeting out your current lunch special with coupons, or upcoming locations. Nothing says love like showing up to your location and seeing a hundred customers lined up and waiting for you!

Instagram
In contrast to Facebook and Twitter, Instagram is a photo-sharing app that enables you to put out rich and vibrant images to promote your business. Instagram is actually considered the single most important social network out there, so businesses that target the teen market absolutely must have an Instagram presence.

Instagram allows you to choose from a variety of filters when posting your photos. Be sure to use the same filters every time you post so that you can create your cohesive brand identity on Instagram. This will help users engage with your business. If they know it's you, they'll stop and like your image or make a comment.

If you're new to Instagram, you may be associating it with a great big Selfie-Fest, but for businesses, that's not the case. Posting aesthetically pleasing images of your products, your office, and things that may be associated with your product or service help you build your brand and show the world what you do.

Ultimately, the platform that will be most effective for your marketing efforts depends primarily on your audience, their interests, and the type of content you plan to disperse.