How to: A Process for Developing Good Content

[vc_row][vc_column][vc_video link=”″ align=”center”][vc_column_text]Everybody Writes is a must for everyone in a marketing or communications related field. There are some great chapters on the process of writing. Check out this two-minute video on Ann’s Handley’s process for getting her content out the door.[/vc_column_text][/vc_column][/vc_row]

Of Course it’ll Sell Out – Apple’s iPhone 7 Strategy

[vc_row][vc_column][vc_single_image image=”1945″ img_size=”large” alignment=”center”][vc_column_text]Historically, Apple would announce pre-order numbers as an indication of whether or not the new iPhone will sell out. Now, Apple just does a press-release saying they know they’ll sell out (and they will). A great PR move on many fronts. Check out the article here.[/vc_column_text][/vc_column][/vc_row]

Marketing software and automation: Jumping in Before You Can Swim

[vc_row full_width=”stretch_row” bg_overlay_opacity=”.5″ css=”.vc_custom_1472743191010{background-image: url( !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” bg_overlay_color=”#46bf85″][vc_column][vc_custom_heading text=”September Feature:” font_container=”tag:h2|font_size:40|text_align:center|color:%23ffffff” google_fonts=”font_family:Permanent%20Marker%3Aregular|font_style:400%20regular%3A400%3Anormal”][vc_custom_heading text=”Marketing Automation” font_container=”tag:h3|font_size:30|text_align:center|color:%23ffffff” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:700%20bold%20regular%3A700%3Anormal”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Like many others, your organization might be considering marketing automation software and processes, and that’s great! These new tools are offering us incredible opportunities to unlock potential in current lead and customer relationships.

I’m working with a client on setting up such a system and I thought it would be great to share three key lessons we’ve learned so far:[/vc_column_text][vc_row_inner][vc_column_inner width=”1/6″][vc_icon icon_fontawesome=”fa fa-cogs” color=”white” background_style=”rounded” background_color=”turquoise” align=”center”][vc_icon icon_fontawesome=”fa fa-search” color=”white” background_style=”rounded” background_color=”turquoise” align=”center”][vc_icon icon_fontawesome=”fa fa-flask” color=”white” background_style=”rounded” background_color=”turquoise” align=”center”][/vc_column_inner][vc_column_inner width=”5/6″][vc_column_text]Start with understanding your customers’ journey through your establishment/business first, THEN buy the proper software solution to match your process. It’s easy to get excited about the software and jump right in before you realize it actually doesn’t match your buying process. Oops![/vc_column_text][vc_column_text]Businesses often focus most of their marketing dollars on generating completely new leads. It was our experience that there were a lot of wasted sales opportunities in our current leads (people who have already come in contact with our business). We had good customers right under our noses, but we didn’t pay much attention to them because they didn’t convert on the first touch point.[/vc_column_text][vc_column_text]Marketing automation and software provides you with an efficient way to “test” and understand more about the people who don’t buy from you the first time, and gives you an opportunity to turn them into a customer after a second or third connection. What more, it provides you with data to see where you can improve the relationship across the board.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_column_text]Let me know about your marketing automation journey. Where did you see the most return for implementing a marketing system? Did you uncover opportunities like we did?[/vc_column_text][/vc_column][/vc_row]