Small-Businesses Websites

ADVERTISING: Your customer has to first find your website and products. This is usually by some form of advertising, that was created or published with digital marketing software. If you're selling car tires, you would advertise in a garage or car magazine, body products in a beauty salon or finding potential customers online is a slightly different skill. It can also be much more cost effective and viral than paper advertising, once you get it right.

COMPETITION: If you fail to find potential customers, they will seek out your competitors instead. What if your competitor provides inferior services? That's why it's important you learn to market correctly. You can use a service provider to do this for you. An expert digital consultant can help you grow your business. You can then focus on your customers and products. instead of all that marketing software's mumbo-jumbo land.

COMMUNICATION: When visitors finds your site, you need to keep reminding them about your business. They love updates and news about new products. This means more content creation, more software, and more tracking. When do you get time to run your business?

OFFERS: It's possible a visitor wants to buy what you have. They may just be waiting for a special offer to come along.

DIRECTIONS: Once on site, visitors need to find products easily. Being able to contact you, and finding all the relevant information will keep them captivated, or potentially running from your site.

LEAVERS: Many customers will leave without buying. What you do is an important skill to master. Just because they didn't buy, doesn't mean they are not coming back. Learn how to catch those opportunities so they don't forget that your business and your site exists.

PAYMENT: Once a visitor chooses their products to purchase, the process is not over. Collecting items in a cart and paying, can still cause your customer to abort mission. Customers will not follow through online, if they feel uncertain or confused about your payment system in any way.

CUSTOMER SERVICE: Dealing with after sales issues is also a skill. All kinds of things can go wrong, from lost parcels to damaged or ill fitting goods. Once mastered, your after sales service, can actually lead to further sales. Even unhappy customers can potentially buy again. Would you like to learn how?

REFERRALS: Getting referrals is the final stage with the biggest effect. Yes there is marketing software to assist with this too. Get your customers advertising for you, adding ratings and write-ups. Keeping up with demand will be your ultimate priority.

Magnetic Business

Magnet business cards are a smart branding idea. When it comes to the value for the money invested in promotional marketing campaigns, making a positive impression is only thing that counts. With this objective in mind, cheap magnet business cards are one of the best marketing tools for any service type business. Unique and attractive full color custom printed magnet cards are a powerful low- cost give-away. The fact that they are seen by your customers every time they go to the refrigerator or other metal surface like a file cabinet makes them act as permanent mini-billboards. Used this way they promote your business, services and products daily. The best part of this cheap marketing promotion is it's simple to do, free and easy to distribute. 500 magnet business cards should cost less than two cents each at some online printing services.

Promotional marketing is essential to keep your brand ahead of your competition. Giving away your business card is an expected marketing strategy, but converting your card into a magnet is taking it to the next level. Magnet business card keeps your business in the minds of consumers when they need your product or service. When that time comes, they will know exactly how to contact you since refrigerator magnets serves as a constant reminder of your business. When placed on a fridge, friends, family and acquaintances also notice these cards expanding their influence.

Magnet cards are great for all service businesses. These cards are usually offered in the shape of typical standard 2" X 3.5" business cards; however, they also are available in round, oval and larger postcard sizes to provide more important information when it's needed. The cards are custom printed on 17 point magnetic stock. A UV coating is added to the printed side so they will stick around for a long time. Be sure to add all your contact information and brand identity so that they can serve as a promotional tool that can be attached to a place that offers maximum audience. These cards are excellent for auto repairs, doctors, dry cleaners, retail business, pharmacies, take-out food, plumbers, handy-man and many other service businesses.

To get the best results using these magnet cards, you need to make them attractive so that people would like to stick them on their refrigerators, office cabinets and other metal surfaces. You should use your logo and an appropriate photo or illustration. A unique and eye-catching design will make the information present on your card stand out. Be sure to include strong call for action, like a discount or other promotion that will drive traffic.

Magnetic business cards are given out in the same manner as regular business cards and they are great for save the date reminders and promotions. An eye-catching magnet can serve as a constant reminder of your business as well as an excellent communication tool for information that needs to be retained quickly. This form of advertisement is placed within the heart of your customer's home, thus it promoting your product or service.

The best part of this cheap marketing promotion is it's simple to do, free and easy to distribute. 500 magnet business cards should cost less than two cents each at some online printing services. The more you order, the cheaper the unit price. If you're a new start-up or an established business, you can afford this tried and true method of attracting more sales.

Your Marketing Funnel

By now, you've heard that you should have a sophisticated marketing funnel firmly in place. But for many business owners, that advice is like hearing you should floss twice daily. It sounds good in theory, but it's not quite there in practice.

There's a good reason for that. Developing a marketing funnel can be complicated and time consuming, and it's easy to push to the back burner.

However, a good, reliable funnel will lead to more customers, more sales, and more revenue. And it doesn't have to be complicated. In fact, you probably have a funnel in place, even if you don't realize it. So here are the questions to ask yourself about your funnel to make sure it's set up for success.

Do you have quality leads?

* Are the right people becoming aware of your brand? If so, how?
* Are your leads coming in at the top of your funnel similar to your paying customers at the bottom?
* Are your leads actually interested in buying something?

If you answered no to any of those questions, concentrate on the top of the funnel, or in other words, lead acquisition. Test alternatives for how potential clients and customers find you, whether that's social media, interviews and guest posting, your blog posts, or any other source.

Does the funnel have a block keeping leads from turning into customers?

* Are your leads becoming more familiar and comfortable with you over time? If so, how?
* Is your conversion rate for leads to customers at or above the average of 2-5%?
* Is your average cost per acquisition (aka. sale to a new customer) lower than the cost of the sale (and more importantly, the lifetime value of the customer)?

If you answered no to any of those questions, concentrate on the middle of the funnel, where leads are gathering information about you, shopping your options (and your competition), and going through the buying process. Consider sending a survey to leads who clicked through to landing pages but didn't buy, asking them what you could do to improve their experience.

Do you have repeat customers?

* Do you get positive feedback about the customer experience?
* Do you have something for everyone (at all levels of your target audience)?
* Do you offer an incentive for loyalty?

If you answered no to any of those questions, concentrate on the bottom of the funnel, ensuring that you're making it easy for customers to turn into repeat business. Ask past customers how you could do better and offer them an incentive to give you another try.

Marketer Challenges

If you're a tech marketer, you're already aware of the particularly difficult challenges you face. Sure, all marketers have difficult challenges, but the ever-changing tech world introduces new complexity to the marketing mix. After all, the technology industry is growing and changing so fast that no one can possibly keep up. No one, of course, except for the tech marketer, who is not only charged with keeping up, but also staying one step ahead of the marketplace.

LinkedIn recently published an article discussing some of the top challenges experienced by tech marketers today. Here are two of those challenges, along with actionable information you can use to start overcoming them now.

Challenge #1: Identifying the decision maker?

All marketers know how important it is to identify and understand the decision maker. Without this knowledge, it's difficult to build a successful marketing strategy to win them over.

The difficulty with tech marketing, though, is that the decision maker isn't a single person. Instead, it's now a cross-functional group comprised of IT, Marketing, Sales, Operations, Finance and more.

This complexity makes it all the more important to fully understand the needs, challenges and motivations of each group member and appeal to them directly.

A recent LinkedIn study of groups that hold decision-making power over IT and technology purchases discovered that nurturing prospects with informative content is a vital part of the sales process. Why? Because members of these groups are typically not ready to talk to a sales rep until they have consumed at least five pieces of "relevant, unbranded, non-sales focused content".

Additionally, LinkedIn's post highlights the importance of producing content for every role on this cross-functional buying committee... at every stage in the buying process. Because, as the post explains, the tech decision maker is a group, not an individual, marketers have a responsibility to reach out to and engage with every one of them. You never know who will make that first contact, who will lead the buying committee, or who will have the most influence over the other members.

That's why it's critical to have a strategy for how to reach, engage and ultimately convert every member of the group at each stage in the buying process. It sounds like a lot of work, yes, but tech marketers have the opportunity to influence every member of the buying committee and begin to win them over through always-on education. What's "always-on"? It's content that provides valuable, educational information at every stage of the buying process - anytime the users may want it. When you consider that, according to the Content Marketing Institute, 63% of tech buyers are more likely to consider vendors that take an always-on approach, it's worth the effort.

Challenge #2: Creating Engaging Content

According to the Content Marketing Institute, 93% of tech marketers use content marketing. However, they also say that "creating engaging content" has been a top challenge for the last five years. What does this tells us? While tech marketers see value in content marketing, they also have limited time and resources, which keeps them from creating content that is as successful as it really could be.

So how do you compete in the saturated tech marketplace? According to LinkedIn's post, build a reliable toolbox. If you think about it, there are more content marketing tools and resources available today than ever before - many of which are free or very reasonably priced. Marketers have more options available now than ever before to design, create, write, build and develop on their own - free of any outside support. Just think about what has done for marketers!

If you're a tech marketer, you understand the pressure to stay ahead of the ridiculously fast-paced world of innovation. It's our job to not only reach out to, but also engage some of the brightest, most forward-thinking minds in the industry. Thankfully, there are tools and resources to help make it possible.

Medicine Marketing

Running a concierge or boutique style medicine practice successfully depends on a number of factors, not least ensuring that you provide the right service at the right level for your patient panel. Physicians in this arena have to act like successful businessmen and create a product that the market values over and above other alternatives.

This also demands a more focused marketing approach which means you can't promote your business on the hoof with cut cost options that don't make the grade.

What is Concierge Medicine?

The direct-pay business model where care offered by a physician or medical practice is not just a right but a service goes by many names including boutique practice, premier medical services, platinum practice and retainer medical practice. All require you to go that little bit further and run your practice as a luxury service that provides something more than the average clinic.

· Patients become important customers, not faceless commodities on an examining table.

· Patients feel they are highly valued as they are getting a service which provides peace of mind combined with exceptional care.

The concierge medicine model was initially marketed to those affluent patients who could afford it, typically paying in the region of $10,000 to $20,000 a year to have their physician on call pretty much all the time. Over the years, the model has developed for middle-income patients who are looking for a higher level of care that is more responsive to their needs. They typically pay between $1,000 and $3,000 per year for this service.

For physicians it is a way of getting direct pay business and build a strong, sustainable practice. To be a success requires an entrepreneurial mindset that many find alien and includes having a robust business model and a well thought out marketing strategy that attracts the right patients. There are plenty of potential patients who are willing to pay extra for a better, quicker service which can be accessed when and if they need it rather than one which sees them sitting in a waiting room for hours to see a doctor for just a couple of minutes.

The Big Issues in Concierge Medicine Marketing

Success in boutique practice depends on a number of factors being addressed and handled in an entrepreneurial style.

The bottom line is that you need to get enough patients through the door to make the practice pay. We can further fine tune this to say you need to get the right kind of patients to enroll in your practice and for this you need three main components in place:

· Competitive Unfair Advantage: Concierge medicine is a competitive arena, as with any other industry. It's not simply a case of deciding to go for the direct-pay model, you have to be able to differentiate yourself from the competition. In other words, you have to offer an exceptional experience that sets you apart.

· The Right Pricing: This can often be the most difficult aspect of running a direct-pay model, deciding on the ideal value-based profitable price. It's about giving your customers exceptional value for money but also making sure that your profits are maximized.

· Retaining Patients: Your practice may be great at attracting patients but if you can't keep them then your business will quickly develop problems. That means being responsive to ongoing and evolving patient needs and developing retention strategies rather than remaining static in the market place. As the saying goes, there's always a faster gun riding into town, you have to make sure you stay ahead of it.

To get all this right practices need to put in the hours to design an exceptional practice and put in place the effective and ethical marketing strategies that bring profitable patients through the door. For this you also need to have the right talent in place. Most physicians aren't taught business at college and whilst you may be a natural, it pays to get professional input. Who you choose to manage your business strategy and marketing is as important as the service you are intending to offer.

Concierge Medicine Example Program Offering

Many concierge medical practices that offer a number of different membership plans for its patients to take advantage of. For example:

· Silver: For those with traditional medical insurance but who want access to a more responsive practice setting (Cost $100 per month).

· Gold: For patients who have health insurance that comes with high deductions, but is backed by Healthcare Savings Accounts, and those who have no insurance in place (Cost $150 per month).

· Platinum: For patients who want a more personal and higher level of care, including benefits such as 24/7 telephone access to a physician (Cost $200 per month).

While a business model can be competitively matched and mirrored, an exceptional patient experience is something that is unique to the brand of each individual practice. Make sure the experience you design and deliver for your patients, your esteemed guests, are so remarkable that it has the market remarking about to others. "Remarkability" is the holy grail of attraction, retention and referral business development strategies because it delivers the highest satisfaction and optimal profitability.

Creating an Entrepreneurial Mind Set

It might not be second nature to most physicians but to succeed at concierge medicine you need to become marketing savvy. Your practice is a brand and you have to position it well within the marketplace to get the best response. That means hiring the people who can market your practice and give you a good ROI. If you are expecting patients to invest in your business and are hoping for them to put in $50,000 over a lifetime, then a small investment on your part of around $500-$1,000 per patient is worth it.

If you think marketing is a simple case of getting your teenage son or daughter to throw out a few tweets and articles on Twitter, LinkedIn or Facebook, then you are missing the point. Most doctors don't know how to market themselves properly - they flail around in the darkness, without knowing whether their strategy is working or not. Others spend far too much money on lazy, misdirected marketing initiatives that simply don't work.

If you want to succeed then you need to invest in high-quality people who have a proven track record of delivering results.

Managing Patient Expectations

One area that practices have to be careful with is managing patient expectations when they set up a direct pay business model. If you are offering 24/7 access then you need to make sure that patients are aware of the boundaries - does it mean for every little bug or for problems that require immediate attention? Direct-pay practices have more leeway than those that are at the mercy of insurance company rules so patients don't need to attend the clinic for everything - they can Skype, phone or even email for a response to a medical problem. But you do need to make your patients aware of what they can expect.

There is, of course, another challenge that comes with operating a concierge medicine practice with the possible overlap that happens under a patient's existing insurance plan. This can lead to physicians being charged with fraud if they are not careful - for example, opting out of some parts of Medicare or getting the patient to sign a waiver agreeing not to seek reimbursement for services given by the concierge doctor.

Concierge medicine marketing requires the practice to drill down a lot deeper than perhaps other brands and products. Providing a luxury service requires the identification of a specific market, differentiating yourself from the competition, developing social proof and coming up with potent USPs.

It's not necessarily about growing a large patient panel but one that can be catered for within the terms of the advantage, providing consistent high returns. For that you need a marketing expert who knows what they are doing, who can help plug profit leaks such as patients who don't return, and who will work with you to find ways to create high satisfaction levels and even higher profits.

Get More Clients Now

A lot of people say they want to get more clients. But more often than not, they are not focusing on the critical components that would give them the fastest path to cash.

The hard truth is, all the "leveraged" and "passive income" talk sounds good on paper but unless you have a clear message and a loyal following (which you get by having a clear message, know where to find your people, and spend the time to build relationship), selling five slots in a $200 program is not going to do a whole lot.

Here is what to do to get clients fast:

1. Who Are You? Who Are They?

Find your voice, nail your message, and define your niche so you can put yourself in front of the right potential clients with the right message that resonates with them and make them feel connected with you.

You have to dig deep to find YOUR message - not me-too wishy-washy but something you can stand by and want to be known for.

Defining your niche means really get to know your ideal clients inside-out. You have to know what their emotional triggers are, and how you can get through to them (i.e. get the attention.) Knowing your niche also means you know where to find your potential clients.

2. Your Confidence

Know how to confidently tell your potential clients "what you do and how you do it" in a way that your ideal clients can understand the value you provide. When I work with my clients, the process of designing their signature system is very powerful.

If you fumble and babble when you tell your potential clients how you deliver results for them, would you expect them to have confidence in you to work with you?

This signature system also directly informs your high-end private program/package, giving you an offer you can sell right away.

3. "Get Paid" Opportunities

Design a profit pyramid/sales funnel to map out various price points through which your clients can engage your work, in formats that tap into your passion and genius. This can maximize the number of clients you get by offering a variety of products and services.

Don't feel like you have to create two dozen things to offer - that would just confuse your clients (and the confused mind says no!) Plan out a few solid offering - starting from the 1:1 package that you can sell right away - and knock them out one at a time according to your marketing calendar.

4. Sell Like You Mean It

Master your sales conversation to the clients sign on with you. After all, you can do all the marketing and get all the leads, but it you are not closing the deal you are not making money.

The money mindset behind this sales conversation is a very important component - it gives you the confidence, the boundary and the right energetic approach to ace the session.

Through her unique blend of Business + Marketing coaching with a Mindset + Psychic Twist, Ling Wong helps Maverick Entrepreneurs nail their message, claim their superpowers and muster up the GUTS to monetize their Truth so they can build a purposeful and profitable Personality-Driven business that is a full expression of their creativity and individuality.

Tips On Marketing For Lawyers

These days, there are more people entering the legal profession. While there might have been a time when lawyers only need to open an office and clients will pour in, finding clients have become a lot more challenging these days especially to new lawyers. With the number of lawyers increasing each year, one has to resort to advertising to establish presence in the community.

There are various reasons why one has to resort to marketing for lawyers but it does not necessarily mean that one is a bad lawyer that is why there are a very little number of clients that know him or her. More often than not, it is because clients tend to flock to the more established law firms merely because of proven reputation.

This should not deter lawyers who are just starting with their practice and are not yet given the chance to prove themselves and establish commendable reputations. Here are some ways to attract clients:

1. Establish an online presence.

While old school lawyers developed reputations through getting featured in newspapers, magazines, and even televisions, today's lawyers can take full advantage of the online community.

It is easier to let people know how good you are as a lawyer by putting up blogs detailing your practice or sharing your opinions, posting Tweets about your ideas on certain issues, and maybe even Vlogs on YouTube about how to argue in moot court or debates can let people know the potential you have to become an outstanding lawyer.

2. Strengthen your online presence by creating a website.

To reinforce your online presence, you can establish a website where people can visit and know more about your law firm, your partners and/or associates, your practice, your educational background, and, most importantly, how to get in touch with you. To help you track the traffic to your site, install Google Analytics in order to help you improve your site, if there is a need to.

3. Be sociable.

Mingling at social events, whether or not related to the legal profession, can help widen a lawyer's connections and potential referrals. It is important for a lawyer to be able to socialize very well and follow through with coffee or breakfast meetings in order to strengthen the connection with people one meets at social events either as potential client or potential referral. The friendlier one is towards fellow lawyers, the more chances such fellow lawyers may recommend you to clients.

5 Business Lessons

Oh sweet Africa - you have stolen my heart.

I was on a trip recently to different parts of Africa and it was absolutely life-changing. I did have high expectations with respect to the projects we were working on - and those expectations were greatly surpassed. We gave a lot and we received so much more in return.

Wisdom is wealth. ~ Swahili

Often, we read about the differences in the world and, in fact, the differences in our businesses. My own clients will say 'well, but you don't know MY business'. Business is business, folks! And this recent trip to South Africa affirmed that. I have definitely come to the conclusion, both in our personal lives and in our business lives, that we are truly more alike than different.

If you are filled with pride, then you will have no room for wisdom. ~ African proverb

LESSON #1 - This quote really jumped out at me. The one MAJOR lesson I believe we can learn from the people in Africa is to learn to listen - to swallow our pride and our egos and to learn to really listen. At the speaking engagements I had in Johannesburg and at the coaching/mentoring/training sessions in Zimbabwe, it was amazing to me that you could actually hear a pin drop in the rooms. These women entrepreneurs had a HUGE appetite for learning and when any of us spoke, there was total and absolute silence. That spoke to me of That is seriously lacking here in many of our meetings, our gatherings, our retreats and workshops. This is definitely a business lesson and one that many of us in North America can get better at. When we listen - we learn.

Traveling is learning. ~Kenyan Proverb

LESSON #2 - "When you travel the world around you, it changes the world within you." - this is a quote I wrote in a travel blog about 4 years ago when I was on a world tour. My feelings are the same having just come back from Africa. Traveling is learning. I encourage entrepreneurs to get out of their comfort zone, out of their communities, out of the 4 corners of the world - and travel. Yes, WE have a lot to offer with all the successes experienced in North America - but we also have a lot to learn from people in other countries. While we are more alike than different, I believe there are many ways we can simplify what we do - and when we travel, we are exposed to these different ways. In Zimbabwe, we created customized, simple budget sheets for the women to track their revenue. Many of my OWN clients do not have this habit yet. Perhaps they need to travel to Zimbabwe to learn from the women entrepreneurs the true value of doing just that - tracking our numbers. On this trip, we also learned the power of community (we are stronger together!), the power of asking questions, the power of punctuality (many of these women walked for hours to get their spot at our training session), the privilege of learning. I do believe we take a lot for granted in our lives in North America - travel is the answer when it comes to getting perspective.

Unity is strength, division is weakness. ~ Swahili proverb

LESSON #3 - THERE IS STRENGTH IN NUMBERS! As I worked with the women, whether from the market in Victoria Falls or as part of the Global Mentoring Walk in Johannesburg on International Women's Day, it was evident there is strength in numbers. Many entrepreneurs try to do it all themselves. That is one of the biggest mistakes I see. When you travel and see the different cultures and the strength that does exist in numbers, it is a lesson we can all take to heart. Every entrepreneur needs to have a coach and should belong to a business mastermind group. Division IS weakness - it can lead to isolation, loneliness, overwhelm and numerous challenges. Together we are stronger!

If you want to go quickly, go alone. If you want to go far, go together. ~ African proverb

If I am in harmony with my family, that's success. ~ Ute proverb

LESSON #4: CREATE A BUSINESS THAT SUPPORTS YOUR LIFESTYLE This is one lesson we can learn well from the women of Africa. Be in harmony with your family. I see many entrepreneurs working incredibly long and hard hours - forsaking time with family. That's backwards, people. You want to have a clear vision for your life and for your family - and create a business that supports that. The women in Africa are very focused on their families. It is so evident. Yes, they want to learn. Yes, they want to work. Yes, they want to make money. They are clear on their WHY - it's their family. When you are in harmony with your family that really IS success. Take a good look at your own situation right now - are you in harmony? Do you need to make some changes? Do you want to go and experience the family lifestyle in Africa to get perspective? You have the power. Make the decision.

It is no shame at all to work for money. ~ Africa

LESSON #5: BUSINESS IS ABOUT MAKING MONEY The entrepreneurs in Africa understand this - and they were so open and eager to learn more about it. At the workshop I delivered in Johannesburg, I had a room full of entrepreneurs who just didn't know what they didn't know. When we talked about having a strong sense of self-worth and valuing your products and services, I saw lightbulbs coming on. It is no different with my clients here. We ARE more alike than different. The conditioning and culture in Africa is very similar to our own when it comes to the money mindset. Once we change our core beliefs around money and wealth, we can change the world around us. Most entrepreneurs are in business because they have a passion for what they do. The thing to remember is that money touches everything! So, put aside your shame and start making lots of money because that is when you can truly make a difference. That is when you can come to Africa with me in 2016! Together, we are stronger. Remember that. (and it takes money to get to Africa!)

I have travelled around the world three times now and I have been to Africa five times. I am convinced that the business lessons I learn and know absolutely apply globally. I am also convinced that many of us need to travel more to get perspective - to learn - to listen - to make a difference in each other's world.

Mobile Marketing

The number of global mobile users officially surpassed desktop patrons in 2014. While the overtake is not surprising given the significant increase in consumers preferring the ease and compactness of using mobile devices for online activities, it does mean that many brands need to reconsider their operative model, specifically in regards to advertising.

Initially, companies introduced mobile into their marketing strategies as a traffic channel. Websites and email were redesigned to be mobile friendly so that in the event that a user happened to check their email or browse online with a phone or tablet, they could view the page that suited the screen size of their device.

Over time, brands began building apps to encourage even more engagement from users who preferred desktops as a platform for online browsing. However, mobile apps don't fit the business model of every brand and mobile devices can only store so much data, meaning users are selective over which ones they download. There are two low-risk ways a company can initiate their mobile campaign strategy without terminating their ongoing efforts in other channels.

Require Mobile Engagement

Many companies have ongoing campaigns that can be extended to require mobile engagement. For example, a brand trying to generate more app downloads can offer a 15% off coupon via email and a 20% off coupon if the purchase is made through the app.

Taco Bell and other food chains have incorporated this strategy into their ad campaigns by offering a free item for customers who order online via the mobile app. Consumers don't typically order meals on their phones, especially from fast-food venues, but the promotions have sparked an increase in mobile orders across the board. Although a large share of Taco Bell's customer base will continue to order on location, the brand is ahead of the game as consumer purchase behavior will inevitably evolve in the next few years and their app will already be operable and optimized. Plus, since they're initial campaign was wildly successful they can continue to force engagement with giveaways and exclusive promotions that only mobile users can enjoy.

Launching email and display advertisements that are only clickable on a touch screen can also elicit mobile campaign engagement. Users can view the coupon or banner on a desktop, but can only cash in on its value by using their mobile devices. T-Mobile recently ran a campaign in Austria that required users to hit a moving target on their phones. Once they hit the target, they were redirected to a page made especially for mobile users who could view the capabilities of their new product in a way desktop users couldn't appreciate. The campaign received over 600,000 views and experienced a CTR of 1.42%, almost twice the amount of engagement seen by the brands other ads.

Enhance the Mobile Experience

Enhancing the typical mobile experience with ad placement on commonly used apps is an easier, less-involved way of increasing mobile engagement. Many companies have developed mobile-optimized video advertisements to place on Pandora, SnapChat and Instagram so that users will see them anytime they use the app. These videos differ from the desktop version of video ads in that they automatically adjust to full screen. Although consumers have to watch the ad to get to their next destination, they can at least enjoy the advertisement in full-screen and high resolution. Similarly, Facebook and Twitter offer sponsor ad placement specific to device apps, which maximize exposure for brands attempting to gain a mobile audience. Facebook's video ads are formatted so that they automatically begin play when visitors scroll by them.

You Put Your Energy

Content creation is being bandied about nowadays, especially in the online marketing world. Each of us may have an idea of what "content" is, but you might be surprised at how many different things it is. It's about every single day when you sit down at your desk and put your fingers on the keyboard... what are you creating?

Articles

Blogs

Social media updates

Videos

Website content

Promotional materials (and this is a big catchall category: marketing emails, affiliate materials, speaker queries, graphics)

Your bio and other materials about you (think speaker sheet, media kit)

Operation manuals

Internal and external emails

Infographics

Worksheets

Exercises

Programs and the material your peeps in the program get

One-off educational materials

Webinars

And the list goes on

So, when you think about what you need to be writing and the content you need to be creating, it can be a long list. And it all seems as if it's important and needs to be done NOW!

How do you decide what to focus on?

First, coordinate your content creation with your short- and long-term goals. Set your goals, and then drill down to the actions to reach those goals. For example, if one of your main goals is to increase your database list by 250 subscribers this quarter, your actions might be to deliver monthly free webinars or do free speaking gigs. That means you'll be creating webinar presentations, promotional materials to plug those webinars, writing query emails or letters to get speaking gigs, and designing your talks.

Second, to keep yourself and what you do in front of people, have your foundational marketing in place. Decide (or refine) how you regularly communicate with your tribe and community, and then write the content for those regular communications. For instance, your regular communication might consist of a weekly ezine, twice-a-week blog posts, and regular updates on one or two (not all of them!) social media outlets.

Third, create fresh new content. Is there a workshop you want to teach? A new program you want to unveil? While it may not seem obvious, teaching a live workshop or a new program involves creating content.

Fourth, repurpose and reuse the content you already have. You don't have to constantly create something new; use the cool stuff you've already created. Think about using it differently (creating an infographic out of a five-step article) or packaging it with other content (a worksheet that becomes a bonus, or several articles that become an eBook).

Fifth, if you really have no clue about where to go, look at the graphic below. What is that one area that you get a little tingly feeling when you see it? Tingly as in... "Oh, I have an idea around that, and I soooo want to play with it!" See where your energy draws you in, and follow that energy. Good stuff will abound!

Creating content doesn't have to be this boring, stuffy, have-to-do-it kind of thing. It should be a way for you to pour your passion and creativity into a piece of content as well as to explore your particular sphere of expertise.