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Is your elevator pitch letting you down?

February 09, 2015 by Andy Bounds

Is your elevator pitch letting you down?{{}}If I am at a networking event and someone asks me “what do you do?”, and if I reply “I’m a consultant”, they might say “between jobs, are you?”

But when I say, “I help people communicate better”, they’re interested. They ask how I do it. They see me as useful. And all because I used a different opening sentence.

How you describe yourself – your elevator pitch ­– is critical. It’s the first impression you give. An exciting one turns people on, a poor one turns them off – and you’ve only said a few words.

Here’s a quick question for you: What do the following elevator pitches have in common:

  • I am an accountant
  • I work in IT
  • I own a web design business
  • I am a health and safety specialist
  • I am in charge of X division
  • I work for company Y

I can think of quite a few common elements – none that are good.

They are all:

  • Boring
  • Forgettable
  • Non-value adding
  • Unexciting – I certainly won’t be rushing to my contacts saying, “Hey, guess what? I spoke to someone who describes themselves as – get this – an accountant!”
  • Conversation stoppers, not starters. The only response I can think to give to each of the above is “Oh. Are you?”

Elevator pitches like this also trigger our preconceptions. Imagine if you and I were to play a game of word association; what do you think when you hear the words accountant, IT specialist, web designer, health and safety?

Instead, here are the two steps for an impactful elevator pitch:

Step 1: Focus on the “afters”

Introduce yourself by talking about why people are better off after you’ve worked with them.

For example, instead of “I’m an accountant”, you might say, “I help my clients pay less tax”.
Or, if this feels a little too abrupt: “I’m an accountant, so I help my clients pay less tax”.

Believe me: if you say that, nobody will say “Oh. Do you?” Instead, they’ll say something like, “that sounds useful. How do you do that?”.

Step 2: Reinforce the “afters” with a story

When someone asks for more information, don’t respond by listing all your products and services. It’s boring. And they won’t care.

Instead, remember that “facts tell, stories sell”. So, tell a story to illustrate the “afters” you just mentioned. “I recently helped company X to reduce their tax by £Y. What happened was…”

So, in two short steps, you’ve been the opposite of the bullet points above, in that you’ve been:

  • Interesting
  • Memorable
  • Value-adding
  • Exciting – people might talk about you to their contacts
  • Conversation-starting, not conversation-stopping.

I like being a consultant. But I prefer the “afters” that I cause. As do others. They don’t want to hear about what I am, nor what I do. They want to hear about the impact I have.

So, how could you – in just two sentences – instantly portray yourself as more valuable?

Copyright © 2015 Andy Bounds, a communications expert, speaker and the author of The Snowball Effect: Communication Techniques to Make You Unstoppable. You can sign up for his free weekly tips here.

18 ways to talk to your customers on social media

February 02, 2015 by Marketing Donut contributor

18 ways to talk to your customers on social media{{}}I meet a lot of small business owners who still aren’t getting the most out of social media. Some say they don’t know how; some say they haven’t got time. Others say they simply don’t know what to post.

But any activity, if important to your business, will get done. It just needs to become a priority.

Here are 18 easy ways that small businesses can connect with their audience on social media:

  1. Promote new products. Take photographs and share them via Twitter, Facebook, Instagram and Pinterest. Make sure you focus the accompanying text on a benefit your customers will care about.
  2. Tell people about a sale or promotion you’re running. People love deals. Including a picture will get your customer’s attention and help them visualise themselves with your product.
  3. Announce a new member of staff. This doesn’t have to be done in a boring way (the way most companies do it). Have some fun with the announcement and include a picture.
  4. Get involved with your community. Not every tweet or post needs to be about your business. Focusing attention on others is a great way to build an audience online.
  5. Share pictures and testimonials from happy customers. Make sure you have their permission first.
  6. Give people something to think about. Publish an inspirational quote or share an interesting tweet.
  7. Don’t forget the basics. Tell people about a new telephone number or any upcoming changes to your hours of service.
  8. Tell people if you’re hiring. You never know, your next superstar may be a current customer, or a friend of one.
  9. Ask your customers questions. Use social media as a tool to get customer input on how to improve your products or services.
  10. And answer their questions too. Responding to queries and comments is the best way to build engagement.
  11. Make people laugh. Tell a joke (keep it tasteful!) or share an amusing picture.
  12. Tell people where they can buy your products and meet the team. This could be a new shop, an event or a trade show.
  13. Create a product video. Showcase one of your products in a video and share it via YouTube, Instagram or Vine.
  14. Run a competition. Social media is a great way to publicise a competition and get engagement with customers and prospects.
  15. Announce key dates. This could include upcoming deadlines to place product orders, the end of a promotion or the arrival of a new product.
  16. Share a how­-to video. Provide helpful information related to your area of expertise.
  17. Remind people of your returns policy. Highlight how it differentiates from your competitors.
  18. Provide local updates. This could be related to road closures or parking issues for instance.

Copyright © 2015 Eric Moeller, founder of Copy Dojo. You can find him on Twitter @CopyDojo

Switching email providers? Read these seven key tips

January 26, 2015 by Amir Jirbandey

Switching email providers? Read these seven key tips{{}}There are many reasons that businesses make the jump to a new email service provider; a growing contact list, a new budget or the need for new features. But whatever the reason, a switch can also be an excellent opportunity to re-evaluate your current sending processes and improve your deliverability.

If you’re thinking about switching email service providers, here is a useful checklist to make the transition as smooth as possible so you can spend less time stressing about the migration and more time on email marketing.

1. When you create an account with a new email service provider, make sure you continue to use the same sender name and address so your existing customers can recognise you.

2. On the new platform, ensure that Authentication Keys (DKIM SPF) are set up with your new email IP address so that recipients know that emails are from you and are not spam. This will ensure high deliverability, especially if you’re looking to send emails through SMTP. SMTP stands for Simple Mail Transfer Protocol and in this context means sending emails through an email service provider using a platform such as Outlook or WordPress.

3. Migrate your contacts. You can do this manually by downloading them as a CSV file or if your email provider is supported, you can automate this process by using an integration service such as elastic.io. One important thing to remember here is to make sure you also migrate your bounced and unsubscribe contacts – this ensures you don’t spam anyone by accident and risk having your new account blocked.

4. You’ll need to protect your reputation if you’re moving IP address and domain, especially if you send high volumes of emails. This means, as a rule of thumb, that for the first couple of weeks after migrating to your new provider, you should segment your contact list and email smaller batches of recipients over the first few weeks. This way, you should avoid triggering spam alerts.

5. Also, remember to migrate the HTML email templates that you worked so hard to create. Your customers are used to receiving a certain look and feel from your emails; it’s important to maintain that identity. Again this can be an easy process as you will be able to copy and paste the HTML codes from your previous dashboard on to your new email provider.

6. With the new email templates migrated, make sure you check that all your links still work and amend those that don’t. Don’t forget to check the unsubscribe button.

7. Finally give your customers a heads up about the changes – ask them to add your email address to their address book to help deliverability and ensure they continue to receive your messages. In case you haven’t contacted your customers for a while, you may want to consider opting them in once more to make sure they still want to receive your emails.

Copyright © 2015 Amir Jirbandey, marketing lead UK at Mailjet.

Six New Year’s resolutions to boost your social media productivity in 2015

January 19, 2015 by Christina Richardson

Six New Year’s resolutions to boost your social media productivity in 2015{{}}Since the New Year is all about fresh starts and resolutions, I want to focus on some social media resolutions that will help you to increase your productivity in 2015.

If you’re not careful, social media can suck up a lot of time; but there are many ways to work smarter, not harder with all things social.

Here are six social media resolutions for 2015:

1. Take the hassle out of posting with automation

By using online tools you can schedule posts for the most convenient time, without having to sit at your computer and physically press the “publish” button. Not only that, social media management tools make it easy to share content in more than one place, and they’re packed with analytics that can help you figure out what’s working for your business.

Both Buffer and Hootsuite offer an easy way to manage your social media engagement. Buffer, for example, helps you find and schedule interesting online content; Hootsuite allows you to manage all your social media accounts in one place.

2. Make a bigger impact with Openr

Sharing is simply huge. Facebook, Twitter and LinkedIn newsfeeds are all filled with content that people and brands are constantly sharing. But no-one is sharing for the sake of it – whether you are a small business or a global brand, sharing is intended to build credibility, engage and increase an audience.

Now a new free tool called Openr can turn your sharing into a traffic-driving tool.

Before now, if you shared an interesting article from Huffington Post, for example, it wouldn’t allow you to push your own message. At most, a share might increase your credibility by association but that’s about it.

Now tweet about that same article using an Openr link and your followers will see the article you shared, but also your own personal message and a call-to-action driving traffic back to your website.

3. Try to beat the clock

This approach might seem a little low-tech for some people, but the reason it has been around for so long is because it works. You can experiment with different timeframes, but the favoured approach of many is called the Pomodoro Technique — named after the kitchen timer that looks like a tomato.

You can either set a timer on your phone for 25 minutes, or for those who want the “authentic” experience, go out and buy a tradition kitchen timer for your desk. The aim is to get as much done in that 25-minute period as possible, followed by a 5-minute break. You can then repeat the process, or move on to a different task – depending on how successful you were.

4. Reuse old content

You spend hours writing an article or finding interesting articles to share, then you tweet about it once. The time-value equation doesn’t quite add up does it?

There is nothing wrong with sharing the same content more than once – especially on Twitter - because the feed moves on so quickly. But keep in mind that this strategy works best with “evergreen” content. This blog is an example of evergreen content because it doesn’t just have a one-time use, it can be useful over and over again for anyone who finds it.

Your reused content might not be as popular the second, third, or fourth time you share it on social media, but it will still get hits. Over time these can add to a substantial amount of new leads, conversions and paying customers.

5. Share it; outsource it

Going back to my second point, sharing content from other people is a great way to help your customers and build credibility. But sitting on the internet for hours every day trying to find said content is another time sapper. Luckily you can get it done for you. Try sites like Triberr, Swayy and Scoopit as these are all great for finding relevant content fast.

When it comes to actually writing the content, it’s good to weigh up the pros and cons of writing yourself versus having a trusted writer on hand to help. If it takes you a day to write an article, working with a writer who could do it in an hour could pay dividends. It could be someone on staff who can write well or a trusted freelancer who can deliver high-quality work when you need it most.

6. Get rid of dead weight

Some social media platforms just might not be right for your business; so don’t be afraid to turn off a channel that isn’t working for you. What works for one business might not work for yours. Ask yourself whether maintaining seven different social media accounts is the best use of your time.

There are two approaches: Go with your gut, or rely on analytics. Sometimes it’s obvious that a social media account isn’t working, because nobody likes it, nobody comments on your posts, and everything seems to be a one-way conversation. When things aren’t as clear as that, it’s time for some analytics.

So there you have it – a New Year, and a few new ways to make better use of your time when it comes to social media marketing. Of all of these, my favourite is Openr because it can save you time and increase your social media marketing ROI.

Copyright © 2015 Christina Richardson, business marketing specialist, mentor and founder of The Nurture Network. Christina is also co-founder of the Brand Gathering community, helping young businesses to grow by working together.

How to qualify leads in just ten minutes

January 12, 2015 by Shweta Jhajharia

Nearly 80% of leads never result in a sale (MarketingSherpa). So the key is to qualify each lead, quickly and efficiently, so that you can spend time on the ones that are most likely to convert.

The good news is that qualifying leads shouldn’t take more than ten minutes.

How to qualify leads in just ten minutes{{}}Minute 1: Start strong, and position yourself correctly. This is a qualifying call; position yourself as the one making the decision.

Minute 2: How did they find out about you, and why are they approaching you at this stage?  Context is important; it helps you understand how much they know about you.

Minute 3: Find out if they match your target niche. You want to get a top-level summary of what they do/who they are.

Minute 4: Where is your prospect right now and where do they want to be? What this does is bring to the front of their mind their ultimate goals, and puts you in position to explain the bridge that can get them there.

Minute 5: Help them clarify exactly why it is that they're unable to get there. Here you're trying to understand the issues preventing them from getting to their goal. You can then position yourself as the solution.

Minute 6: Figure out what they hope to get from you. If they're expecting something you are likely to be able to offer, that will make it very easy to pitch to them.

Minute 7: Find out the immediacy. If the problem isn't immediate they probably aren't going to buy. A qualified lead is someone who needs what you have to offer right now.

Minute 8-9:  Earn their trust and respect. If you've been listening carefully you should now be able to feed back to them exactly what it is they desire, and what it is that's preventing them from getting there. If you can articulate their problems and desires better than they can, they'll immediately associate the solution with you.

Minute 10: The last minute is for you to close the conversation. By now you should know whether they are qualified or not. If they're qualified, you'll want to explain to them what the next step is in your sales funnel.

If they're not right for you, politely let them know. If you know another business that might be able to help them, refer them onwards – you'll earn a lot of goodwill from both parties.

By qualifying your prospect you have established whether your lead is likely to convert and you’ve primed them – so they are ready to be converted. 

Copyright © 2015 Shweta Jhajharia is principal coach and founder of The London Coaching Group.

Why communication is like tennis; and how to do both better

January 05, 2015 by Andy Bounds

Why communication is like tennis; and how to do both better{{}}“Andy, you are rubbish at this.”

So said my tennis coach, Vicky, last week.

She wanted to know what was going through my mind every time I hit the ball.

So, she had asked me to shout “good”, “bad”, or “OK” every time I hit it.

Now, I’m not very good at tennis. So, I shouted “good” if I got it over the net and “bad” if I didn’t.

But she told me: “Your objective is not just to get it over the net. You’re supposed to hit it where I’m not. You aren’t just trying to get it in; you’re trying to win the point.”

To be honest, I was a bit embarrassed that I needed this pointing out! In fact, I’ve since found out that everyone else in the world knew this.

But, as soon as I changed my focus, my game improved ­– almost immediately. I now know what “good” looks like. So I’m aiming for it and often achieving it.

So how does this apply to communication?

Well, if you had to grade each of your communications as “good”, “bad” or “OK”, how would you decide which each was? Would it be whether your communication:

  • covered all the agenda items?
  • finished on time?
  • engaged the audience?
  • had 100% attendance?
  • was better than last week’s?
  • wasn’t derailed by detailed discussions about irrelevant issues?

All these are useful, yes. But they aren’t the true measure of good communication.

So, here’s my version of Vicky’s advice:

Your objective is not just to communicate. You’re supposed to trigger actions as a result. You aren’t just trying to say things. You’re trying to cause things.”

And, once your focus changes to this, like my tennis, your communications will improve – almost immediately. You now know what “good” looks like. So you aim for it. And you will often achieve it.

If I’m being brutally honest, even though I’m focusing on the right things now, Federer could probably still beat me. Probably.

But that’s fine. I’m better than I was. And I always aim for success, not perfection. And, now that I’m focusing on the right thing, I keep improving.

What about you? Will your communications be better today than they were yesterday? Well, if you focus on the right thing – their impact, not their content – you’ve got a great chance.

Copyright © 2014 Andy Bounds is a communications expert, speaker and the author of The Snowball Effect: Communication Techniques to Make You Unstoppable. You can sign up for his free weekly tips here.

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