The Point

Archive for the ‘Marketing communications pointers’ Category

Mar

I Am What I Am: Personal Branding Tips from Michael Hyatt and Me

personal branding tips

You. Me. Michael Hyatt. Popeye.

Perhaps we don’t have that much in common. Ah, but we do. Personal brands are we. Our agendas may differ—better job, more clients, book sales, or (your goal here)—but we seek the same things: recognition, respect, influence and success.

You, my friend, are a brand.

A photographer. Life coach. Presentation expert. Alternative energy entrepreneur. Website developer. Skin care clinician. These are six simplified profiles of clients who have hired me recently to help them create more effective online marketing by developing their personal brand.

This is no trend. It’s social media, publishing, marketing, sales, work, play, passion and everything you read about all rolled into one.

I realize now it’s what I’ve been doing (and sometimes struggling with) since I went to work for myself. Or is it? It’s probably more accurate to say it’s what I’ve been doing since my bar mitzvah—defining the man I am.

With that in mind, I submit to you personal branding is something you need to understand. It’s something you need to develop deliberately—even if what you’ve been doing and saying to this day has been largely accidental.

I’ve been thinking about you.

I’ve been thinking about me too. And I’ve been thinking about the professionals I mentioned above who have put their trust in me to feed ‘em the spinach they need to nourish their personal brands. There’s a lot to consider.

To learn more, I turned to some personal branding experts and bought some helpful books:

There’s a lot of great information in these books and each author offers tons of great advice via their blog.

I’ve found when I get in conversations about personal branding, Michael Hyatt’s name comes up a lot. A former publishing executive, Michael shares his wisdom via a blog, podcasts, videos, books, information products and speaking gigs.

As luck would have it, Michael was scheduled to speak at New Media Expo in January, where I was also headed to speak. I went to his session and gathered some great tips for getting started with personal branding. (more…)

Feb

5 Delusions that Derail Online Marketers

My friends, would you please welcome to The Point, a friend, amazing writer, and the 8th wonder of the web… 

Henneke Duistermaat of Enchanting Marketing.


5 delusions

Is your online marketing going swimmingly?

Do you know exactly what to do to grow your business further?

Or do you sometimes despair when you think about all the opportunities you don’t have time for?

So many opportunities exist to market ourselves online.

And there’s so little time.

How do you keep sane when every guru says something different? And every expert tells you to try something new?

Below follow 5 common beliefs that might be sabotaging your success. Avoiding these pitfalls will help you stay on track, avoid dead end roads, and save your energy to have more fun. (more…)

Nov

What Do You Call the Most Effective Approach to Marketing?

collaborationToday a talented musical artist will release a new album. They sound fresh. They combined forms to create something original and compelling—as artists do.

In an effort to elevate the marketability of the music, someone is bound to label it a category you and I have never heard before. Maybe the best reference to the musical style is reggae. One of the musicians even has dreadlocks. The triggers are there so we have a starting place in which to file it.

But wait. It’s not reggae as we know it. It has a rap element to it. Best to call it reggae rap. Or do we call that hip-hop? Nah. That’s not new. Trip hip? Zip hop? iHop? eHop? Rock hop? Pop hop? Pop rock?

This isn’t working.

We do this in marketing.

The most effective approach to marketing isn’t advertising, or PR, or SEO, content marketing, inbound marketing, influencer marketing, email marketing, social media marketing or any (blank) marketing.

I’ll spare you the rest of the list of marketing categories. Place a noun before the word “marketing” and you have yourself a potential best seller. Pop Rock Marketing. It only sounds absurd for a moment.

But the most effective approach doesn’t go by any newfangled name. It’s simply marketing that emotionally connects your brand to enthusiastic supporters of it.

Let’s try to define the kind of marketing that actually works. (more…)

Oct

Storytelling Tips from the Roller Derby Queen

“Gonna’ tell you a story that you won't believe,
but I fell in love last Friday evenin'
with a girl I saw on a barroom T.V. screen”
 ~ Jim Croce, “Roller Derby Queen”

I suspect you’ve heard this before: people seldom remember what you said, but will remember how you made them feel.

Enter the art of storytelling.

storytelling lesson

Stories carry emotional impact.

Whether you’re writing a blog post, giving a presentation, or delivering any sort of content in any forum, you want to strum on the heartstrings of your audience.

Stories get it done.

Many of the great songwriters manage to pull it off in just three or four minutes of narrative. Jim Croce was one of the greats, a master storyteller. Many of his biggest hits hit you in the heart with stories rich in characters: Operator, You Don’t Mess Around with Jim, Bad Bad Leroy Brown, Workin’ at the Carwash Blues.

I was playing Croce’s tunes and got lost in the funny story in “Roller Derby Queen.” After, as I often do, I got out my guitar and played my sad imitation of the original and it got me thinking how well Croce tees up the story and takes advantage of so many of the elements of storytelling in just one line, the opening line.

I say we examine his first line and toss around some of the ideas that serve as great storytelling tips. (more…)

Aug

Marketing Insights for Short Attention Spans

Marketing Insights for Short Attention Spans

Marketing Insights for Short Attention Spans

I have created a collection of one-liners for onliners and other useful bite-sized tips to help make your online marketing more effective. | If the idea is not attributed to anyone, it is my own, or at least my synthesis of lessons I have learned. | I welcome your additions to the list and encourage you to comment, share, and do all the cool things #List.ly allows. ~ Barry Feldman of Feldman Creative

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  1. 1
    3 Voting...
    Saying hello doesn't have an ROI. It's about building relationships.

    Saying hello doesn't have an ROI. It's about building relationships.

    — Gary Vaynerchuk

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    2 Voting...
    Your word or character count isn't important.

    Your word or character count isn't important.

    What's important is making every word and character count.

  3. 3
    2 Voting...
    No one's ever bored anyone into buying anything.

    No one's ever bored anyone into buying anything.

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    2 Voting...
    If you're not willing to give prospects a hand, it's the same as giving them the finger.

    If you're not willing to give prospects a hand, it's the same as giving them the finger.

  5. 5
    2 Voting...
    The single biggest threat to content marketing is content marketing.

    The single biggest threat to content marketing is content marketing.

    From 'Crap. The Content Marketing Deluge.'

  6. 6
    1 Voting...
    If you're afraid to lay eggs, you're too chicken to be a great marketer.

    If you're afraid to lay eggs, you're too chicken to be a great marketer.

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    1 Voting...
    The ebook is the stud in your content marketing stable.
  8. 8
    1 Voting...
    The difference between a website that turns you off and one that turns you on is one word.
  9. 9
    1 Voting...
    Content isn't merely for showing readers the way to your website.

    Content isn't merely for showing readers the way to your website.

    It's for showing them what to do once they arrive.

  10. 10
    1 Voting...
    You either get remembered or you get forgotten.

    You either get remembered or you get forgotten.

    Be memorable.

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    1 Voting...
    You'll never figure out what belongs on your website until you figure who belongs on it.

    You'll never figure out what belongs on your website until you figure who belongs on it.

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    "I love being marketed to," said no one, ever.

    "I love being marketed to," said no one, ever.

    — Jess3

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    Telling a customer how valuable they are to your business tends to actually increase their value.

    Telling a customer how valuable they are to your business tends to actually increase their value.

  14. 14
    1 Voting...
    Creating a unique selling proposition is as much about defining who your ideal customers are not...

    Creating a unique selling proposition is as much about defining who your ideal customers are not...

    as it is about defining who they are. (Gregory Ciotti claims identifying enemies helps create a cult-like addiction to your brand.)

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    1 Voting...
    Guessing drools and testing rules.

    Guessing drools and testing rules.

    Jeff Sexton

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    Social media isn't something you get on.

    Social media isn't something you get on.

    You have to get into it.

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    No one is going to listen to you unless you're listening to them.

    No one is going to listen to you unless you're listening to them.

  18. 18
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    You get out of social media what you put into it.

    You get out of social media what you put into it.

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    Content is fire. Social media is gasoline.

    Content is fire. Social media is gasoline.

    ~ Jay Baer, Convince and Convert

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    If your prospective partner agrees with every idea you have, he probably has none of his own.

    If your prospective partner agrees with every idea you have, he probably has none of his own.

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    A problem well stated is half solved.

    A problem well stated is half solved.

    Engineer and inventor Charles Kettering gave us this one. Blows me away how often marketers can't put their finger on the problem.

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    When you turn some people off you turn some people on.

    When you turn some people off you turn some people on.

  23. 23
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    If your target market isn't flies, you must never publish poop.

    If your target market isn't flies, you must never publish poop.

  24. 24
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    Your brand isn't what you say it is, it's what Google serves when you search it.

    Your brand isn't what you say it is, it's what Google serves when you search it.

  25. 25
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    Your home page is the lobby of your business.

    Your home page is the lobby of your business.

    Make it comfortable and welcoming.

View more lists from Barry Feldman

Jul

Marketing Experts Reveal What the Future Holds

Is marketing the same thing as advertising?

Michael Brenner - future of marketingMarketing expert Michael Brenner (SAP, Business2Community, B2B Marketing Insider) just published a great eBook titled, “The B2B Marketing Insider’s Future of Marketing Series.” In its introduction, Michael writes, “Most people think marketing is the same thing as advertising.”

Do you?

Michael writes…

“To me, it has always been about helping the buyer on their journey through customer-focused communication. Now social media networks and mobile internet access are making content the hot new thing in marketing. Content our customers want. Content our customers can consume whenever and wherever they want. 

This was my prediction about the future of marketing. That the truly “social business” will use all of its employee resources to communicate with buyers, customers, partners and potential future employees. And marketing can play the leading role in helping us make this transition.”

Then, he asks the experts. Here are the insights they provided.

Jun

Click to Convert: Why People Do and Don’t Click Your Links

click iconIn online marketing, clicks are a currency. We bank on making it happen and we’re busted when it doesn’t. This thing many call the sales funnel or buying cycle is often largely a series of pick, point and click decisions. It stands to reason, becoming a more effective online marketer calls for getting our heads around reasons why people click links and buttons.

Let’s examine the critical clickable items your prospects will come across on your site and interaction points around the web. I’ll share examples where online marketers demonstrate a keen understanding of “clickology” and offer pointers to help you increase click-to-convert responses. (more…)

Jun

Build Authority to Build Your Audience and Brand Recognition [featuring Prezi]

Thought leadership: the term’s become inescapable in marketing circles. You might have read my article, “7 Things Thought Leaders Don’t Think.” It invoked a lot “hell yeahs” here at our blog, The Point, but caused a bit of a commotion in a LinkedIn group where I apparently teed-off a few thought leaders (or wanna-be’s). For the record, I want to make my position clear:

I do not have an anti-thought leadership stance.
My aim was to say that calling yourself one is a turnoff. 

Striving to be a thought leader is a solid marketing strategy.

By building authority in your industry and earning recognition as an expert (especially from those with influential voices), you’ll effectively expand your audience. More—and greater—opportunities will follow.

The strategy surfaces more often than ever before for a couple of reasons. One, this is the age of specialization. Identifying and pursuing a niche can be a highly effective way to speed your path to success. Secondly, marketers, personal branders, or anyone aiming to establish a reputation as an expert, has more chances to do so. The publishing doors have all swung wide open. If you have advice and innovative ideas to share on your subject, nothing should stand in your way. The web is yours. Start publishing.

(more…)

May

Enlarge Your Digital Footprint for More Effective Online Marketing

Your digital footprint is huge. Okay, well, truthfully, I don’t know what size it is. But here’s what I do know: your digital footprint has a huge effect on your online marketing.

When it comes to factors you can control to improve your website traffic, it’s Mr. Big. You do want to improve your website traffic, correct? Let’s have a look at how it’s done.

footprint

Take charge, woman. Get large, man.

Why do I feel like I’m hawking Viagra?

But seriously ladies and gentlemen, we have one humdinger of a topic, which in my biased opinion, has yet to inspire a truly helpful online article. So, here and now, I set out to offer you the ultimate list of easy and effective ways to enlarge your digital footprint, increase your findability factor (otherwise known as search results), and drive traffic to your website. (more…)

May

The Most Effective Online Marketers Focus On One Thing

effective online marketing - you

You devour online marketing lessons. You feast on articles, reports, books, and eBooks. Perhaps it’s so important to you, you spend some of your precious time attending webinars and conferences and you can’t help but join the conversation on blogs and via social media.

Good for you.

There’s a ton of information to take in, the rules change daily, and if you’re going to succeed with online marketing, you must master a good many practices, techniques and tools.

The experts keep serving up specialized dishes: content marketing, social media marketing, search marketing, permission-based marketing, inbound marketing and any (fill-in-the-blank-here) marketing.

The more these ingredients get heaped onto our plates, the more the meal calls for a bowl and spoon. It’s digital soup, my friend.

Clarity is hard to achieve.

Pencils out. It’s pop quiz time. (more…)