The Point

Archive for the ‘Visual marketing’ Category


32 Ways a Digital Marketing Consultant Can Help Grow Your Business

A lot of clients—marketing professionals and business owners—get in touch and ask me to help plan, write, and create websites, eBooks, and blog posts. That’s far from a complete list, but three common requests.

On the other hand, a lot of clients reach out to me without a specific task list in mind. They know they want to grow their business. They know they want to produce traffic, leads and sales. And they think they need the help of digital marketing consultant.

They’re right, but their question is often oh-so-broad: “How can you help me?”

Shwew. My answer could be any number of things and at that point, not having the benefit of knowing where their digital marketing currently stands, I’m seldom able to quickly deliver a perfect answer.

I certainly don’t want to blurt out a specific digital marketing tactic… “YouTube is the answer” or “An email campaign will make rain for you.” That’d be reckless.

A digital marketing consultant should recommend tactics based on needs identified from a carefully considered audit. I’m a strategist. I’m a copywriter. But I’ve been doing digital marketing since it existed, so there are a substantial number of ways I can help you grow your business through digital marketing.

Here they are.

The list won’t magically nail an effective strategy, but my hope is it’ll provide some answers to the “How can you help me?” question and give us lots to talk about.




Free Online Design Tools for DIY Graphic Design [Infographic]

free online design tools

You gain a big time advantage when you make your content more attractive than the rest of the pack. And though having a graphic designer on your team is a potential way to get the job done, you can do much of it yourself.

See, free online design tools are everywhere. Some are easy to master; some aren’t. Some, such as Canva, have become well-know, while some great DIY graphic design tools get less attention than they should.

Wait… does a tool make you a graphic designer? Yes and no. I certainly wouldn’t tell you a word processor makes you a good writer, however, with many of these awesome DIY tools, you don’t begin with a blank slate. You’re offered gads of templates you can easily customize.

Going interactive with online design tools

Heard of Visme? Their site says it enables you to create amazing presentations, infographics and other engaging content. One of the things that makes their tool unique is you can animate any object, add links and media. It’s always made me a bit crazy that you couldn’t build links—or video, or audio—into your infographics. Now you can.

Another cool thing about Visme is it offers 100+ fonts and an insane selection of icons and images—for free. The options for sharing and publishing also go beyond what most services offer.

The final reason I’m telling you about Visme is the company has partnered with me to create a steady stream of infographics and presentations, which we’re co-branding.

The infographic below—which introduces you to all kinds of free (and cheap) online design tools—is one example. It was created with the Visme tool, based on my “Eye Popping Visual Marketing” post. Note how it contains links (as marked by the chain/link icon).



How to Write a Presentation that Converts

Write presentations

Have you ever wondered how to write a presentation?

I’m not talking about your obligatory reviewing-the-numbers or previewing-the-game-plan decks where you may be able to get away with a set of snoozer slides. I’m talking about the presentation that stands on its own as a piece of clickass content created to inform and entertain your audience.

In large part, I’m talking about SlideShare, that is LinkedIn SlideShare, one of the world’s premier content communities. And by talking about SlideShare, I mean to also include the idea of expanding your digital footprint with modern visual marketing. See, the content you publish on SlideShare can be embedded all over the place. If it’s great, it will be.

You may have read content from me about SlideShare in the past.

I like SlideShare. It likes me. I’m happy to tell you I’ve been dubbed a “Keynote Author” there thanks to my steady stream of presentations and infographics. Thanks to the appointment, my posts often land on the highly trafficked SlideShare home page, pick up a nice boost from their social media efforts and then often get viewed tens of thousands of times.

You’ll find my entire, ever-expanding heap of SlideShare content here. 

And now for a lesson on writing presentations

I put a lot of thought into this lesson because I was asked to present it as a live webinar as part of the free Virtual SlideShare Summit.

You can join me for this presentation Tuesday, March 22, 9:00 a.m. Eastern. REGISTER HERE.



Visual Marketing: How to Make Yours Matter [Content Matters Podcast 04]

Visual marketing podcast

Why is everyone talking about visual marketing?

Are marketers buzzing about visual marketing as often as they are because it’s new? Because the number one learning style is visual-based? Or because a major breakthrough has recently occurred in visual marketing?

No. No. And no.

Visual marketing is a hot topic because it has, is, and always will be an important part of the marketing equation. Done well, it gives the stuff you publish stopping power. And no stopping power = no go with viewer engagement.

This episode of the Content Matters podcast is all about visual marketing. If you’re taking it with headphones, close your eyes and visualize two guys named Andy and Barry speaking with great passion about the power of images.

Episode #4:
Make Your Visual Marketing Matter

Andy and Barry discuss how visual marketing:

  • Appeals to short attention spans, but increases engagement
  • Is not optional
  • Posterizes your big idea to communicate fast and effectively
  • Can reflect “the real you” in the age of transparent communications

And with an emphasis on practical how-to advice we also get into:

  • Tricks for avoiding cliché stock images
  • Aspect ratios that work best across multiple channels
  • Superimposing headlines to promote your content
  • Creating quality visuals without expensive graphic designers
  • Tools, tools and more tools you should try
  • Creating a consistent style for your brand that becomes visually familiar
  • Why posts with lots of images perform so well
  • 3 ways Barry produces slide decks and infographics more affordably

In the cheese and mousetraps segment…

  • Barry introduces “Visual AIDS” for: Attention, Interest, Desire, and Sharing
  • Andy summarizes 3 “Search Quality Evaluator Guidelines” from Google related to visual content (featuring an unexpected appearance from Rio, the miniature poodle)


Click-worthy comments from the show

You may want to dig deeper into some of the stuff we discussed:

Next on Content Matters: Web and content analytics

Join us as we record the program on Blab. Subscribe via iTunes. Enjoying the program? Leave a review please.


The A-to-Z Guide to SlideShare [Infographic]

The A to Z Guide to SlideShare

There’s a greater than 4-to-1 chance you’re missing out on a gigantic opportunity to put your content in the path of your prospects.

See, according to the new Social Media Marketing Industry Report, 85% of marketers don’t use SlideShare. I’m going to tell you why you should consider getting started and in addition to this post, I’ll share with you a new infographic, “The A to Z Guide to SlideShare: Your Cheat Sheet for Mastering the World’s Largest Business Content Community.”

The reality is SlideShare is misunderstood

I suppose one could define a social media platform various ways. Like the seven networks outperforming it in terms of use, SlideShare is a site where you can publish and share content. However, unlike most of them, discussion and interaction between members is nearly non-existent.

slideshare is a global hub

SlideShare describes itself as a global hub of professional content. In this realm, it ranks alone at the top. Just as YouTube’s focus is to democratize video, SlideShare’s is to do the same for presentations. Unlike YouTube—and more like LinkedIn (which owns SlideShare)—SlideShare targets business users.

SlideShare’s audience is bigger than you might think, is terrific for lead generation, and is populated by people actively seeking information and resources (not dissimilar from a search engine, in that regard). And that audience is hungry for information. ~ Jay Baer, author of “Youtility”

SlideShare traffic is driven largely by search and social. Over 70% come via direct search. Traffic from business owners is 4X greater than Facebook. Traffic is truly global. More than 50% are from outside the U.S.

As you see from the traffic numbers in the image above (from “Introduction to SlideShare for Business”), its reach is enormous. Still, in consulting with B2B clients daily, I often find myself the first one to introduce them to SlideShare.

I explain, “SlideShare gets 60-million visits per month. Your website or blog does not. You should be on it.” (All credit goes to Todd Wheatland, author of “The Marketers Guide to SlideShare,” for that one.)

Now I’ve explained it to you too. So we’ll move on to…



Eye-Popping, Reader-Stopping, Social Media-Rocking Visual Marketing

Eye Popping Visual Marketing

Presenting Visual Strategies for Smart Content Marketing

It’s often said, a picture is worth a thousand words.

But are they worth a thousand bucks? They can be because they start conversations. They attract attention. Pictures help you tell stories. They stop web surfers and turn them into readers, which is often a crucial first step toward winning a customer.

In this age of information overload the competition is fierce and the noise level is immeasurable. Getting you to read this article is a major feat. I’ve done something right.

We’re human. Our ability to take in information may be large, but it’s limited. Our attention spans are short and getting shorter.

As marketers, our first and most pressing goal is to get noticed. The challenge then evolves to keeping the reader’s interest for a short spell and making some sort of connection during the brief moment in time.

This decade’s seen explosive popularity of image-centric social channels like Instagram and Pinterest. Every social media network not considered to be visually magnetic is moving fast to overcome the problem.

And every marketer who hasn’t yet mastered the nuances of visual marketing needs to get on it. If you’re not acing the aesthetic parts of content marketing, you can expect to see your audience engaging with companies that are.

Your content needs to feature photos, images, and visuals that woo and wow. I’m hoping the rest of this post will help you understand how get it done effectively.