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Articles

The Purpose of Your Brand.

  |   Design   |   No comment

A few years ago I was with a client of mine that was having trouble with his business.

Sales were down and had been that way for a couple of years.

He asked me how to help him when it seemed that no-one cared about his business and what it represented.  I asked him what it represented and what it meant.  He then proceeded to spend half an hour telling me all of the things the brand meant to him and his wife.  He went on to talk about how the business supported 300 people and their families in a third world country and gave them a better life.  He told me about how the business used only materials that didn’t hurt the environment and his passion for the business and the people it supported who were from his homeland.  He finished and asked my why no-one in Australia cared about what he was trying to do.

I had a simple question for them and I have that question for you now:  Do they know what your purpose is?

He looked at me dumbfounded and said “Of course they do”.  When I asked him when he had told them, he then told me that he had been told by the Sales Manager that no-one would want to hear about it and no-one really cared.  I then looked at him and said that he needed to tell his staff and also his customers.

The next week he ran a meeting with his team and started talking from a prepared fifteen minute speech about the business and his purpose for creating it.  The Sales Manager rolled her eyes and looked bored and wrestless.  The rest of the team though were hanging on every word he said.  Very soon he threw away the prepared speech and spoke from his heart for over an hour about why created the business and what it meant to him.  At the end of it every staff member was in tears – except the Sales Manager.

The next day every staff member was early to work and as a team they started making plans to grow the business.  The only exception was the Sales Manager who came in and resigned.  The sales in the next two weeks were more than the past eleven months combined and the business turned around.

He then started telling his customers all about the purpose of the business and the business grew.

The message in this story that is there for everyone who is reading, is tell everyone about the purpose of your business and what you are trying to achieve.  This is even easier to do with Social Media and online marketing.  And remember don’t listen to anyone who tells you not to that no-one cares.  Not everyone will care, but you want people involved with your business that do, so tell them about it.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

 

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Can I start Social Media without a good website?

  |   Social Media, Websites   |   No comment

A question that I often get asked from clients is whether they should start Social Media now or wait until they have a “good website” so in this article I thought I would tell you what we have found to be the answer.

To be honest with you we have had clients that have gotten great results from Social Media that don’t even have a website and others that have struggled to get the results they wanted because their web site was poor.

There are two things that need to be understood to answer the question:

1) Whilst some sites such as Facebook have tried over the years to create shopping portals in their sites where your customers can buy directly without leaving Facebook, the results have for the most part been poor to say the least.

Social Media is a Public Relations opportunity not an advertising vehicle.

What we mean is that Social Media lets your customers know who you are and what you do and will drive qualified and interested people to your marketing and your sales actions, but don’t expect it to do the selling for you.  It definitely can contact huge numbers and make life very easy, but you also have to have some way to sell to the person when they contact you.

2) If your sales process is in person or live on the phone, because that is what your customers want, then the quality of your website should be second to getting lots of people to find out about you and get interested in you and what you do.

For example we have worked with consultants who would always sell in person and Social Media gives them lots of people to talk to and go and see.  Another example is an auto electrician we have worked with whose customers bring their cars into the shop and can’t buy online.  Social Media generates a lot of interest and gets people to come in; they don’t even have a website.

On the other hand if your clients want to buy your product online then you need a good website that can sell.  Social Media will drive lots of people to your web site but your web site needs to be able to close them when they get there.

For example I worked with a client once who refused to update his website even though it had never made a sale.  He was getting 50 people a week to his website and no-one bought anything.  Social Media turned this into 300 people a week in the first month but still no sales.  Unfortunately his clients like to buy online so it didn’t translate into sales.

So in answer to the question about whether you need a new website first or start Social Media comes down to your sales process.  Do your customers want to buy online?  If they do make sure your web site is right first, if they don’t get started and worry about the website later if you need to but start selling to the extra leads you’ve generated.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

 

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6 Steps to Writing Great Articles

  |   Search Engine Otimization, Social Media, Websites   |   No comment

When it comes to getting your business known and well thought of through Social Media most people know that quality content is key.  Videos and articles will get you better known and educate people on what to expect from you and your brand.  Personally I have been posting articles consistently for the last eight or nine years and have created a lot of lasting relationships through the information that I share.  With that in mind I thought that I would share some of the things that I have learnt along the way.

       1. Always write about what interests you.

Some articles that you write will get lots of response and you will get into some fantastic conversations, but most of the time and especially in the beginning a lot of what you will write will be read by only a few people and they won’t necessarily reply so you’ll think you’re talking to yourself sometimes.  With that in mind it’s going to be a bit boring if you write about things you feel you have to and you don’t enjoy it, so my first rule is write about what interests you, if the subject doesn’t interest you don’t bother writing.  Have some fun, you’ll want to write more.

      2. Keep it simple.

Don’t include lots of jargon that people won’t understand, they’ll simply get bored and switch off.

      3. Share interesting information and don’t make your articles a sales pitch.

The first thing to remember is that when it comes to articles, people who read them want some interesting information not an ad for your business.  Now and then I read an article which is just a sales pitch and I can tell you from experience that people will switch off and not read the article or if they do stop reading your future articles.

      4. Keep writing

Write consistently and keep the information flowing.  That way you’ll build a following of people who read your articles on a regular basis and you will increase your contacts and network from there.

      5. Make a note at the bottom that allows the person to communicate with you further if they want to.

This would often be simply putting your web address, contact details or an email address that someone could send to if they want, but make sure you put it there in such a way that doesn’t take away from the article and makes the articles sound like an add.

6. Try and answer all comments

If someone comments on your article try and always answer their comment.  With this though there are some simple rules that I follow here that always help me out.

  1. If the person makes a comment that adds to the conversation keep the communication flowing with them.
  2. If the person attacks you or your writing ignore them and block them if you can.
  3. If the person writes a slightly negative comment answer them and try to handle their communication and if their comment then adds to the communication keep talking or if they stay negative avoid an argument and dump the communication altogether.

NB: By negative comment I don’t just mean someone disagreeing with you I’m talking about someone attacking you, your business or your writing.  The opposite viewpoint can be when well put, another part of the conversation.

I hope that this helps and I hope that you enjoy writing lots of articles.

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

 

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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