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Hi bob, thank you for sharing your ideas with us
I would do whatever you can to get to know your customers and prospects better. I would be on Instagram every day doing stories. Same on Facebook. I would consider having regular live chats with your audience on social media or in your own private online community. The more you pay attention to what your customers want from you, the more likely they'll be to trust you and, ultimately, buy even more from you. I believe strongly in conversational copywriting, engaging with your constituents versus selling to them. Over time, my belief is that those tactics and strategies will yield better results.
Understanding people and the reasons for their behavior, actions, decisions, etc. has a lot to do with success in social media, marketing, advertising, copywriting...heck, in business in general.
It pays to be an empathetic professional. It's good to be very well-rounded and well-read, someone who has a diverse array of experiences with a wide variety a people and things.
I would highly recommend reading any book written by Seth Godin. He, more than anyone else I know in this business, has his finger on the pulse of what works, and what doesn’t, in marketing today.
I would also suggest following Nancy Harhut on Twitter https://twitter.com/nharhut, as I know this is an area she specializes in, and she's just a brilliant direct marketer, overall. Tell her I said "hello."
1. I think creating that long-form content is an excellent idea, but afterwards, I would break it up into smaller chunks that you share across social media. So it could be a lengthy video that you edit into excerpts, or a wordy blog post that you could whittle down into a bunch of tweets. Keep the larger piece of content on your main stage, your website, and share the smaller pieces of content on your satellite stages (see a video I recorded about satellite stages here… https://youtu.be/t5m_4Yj0sGs), which are your various social media properties, etc. That would be my advice.
2. I think you answered your own question! I couldn't agree with you more! Video, audio and stories will grow wildly popular in the near future. TikTok is certainly a channel that people are betting on. I also like LinkedIn's chances of growing even more popular, as it has built up a resurgence of momentum in the last year or two. More and more professionals are using it like the other social media channels, sharing video there, even live video, and letting down their guard. The LinkedIn crowd is not as buttoned-up as it used to be in the past, which I think bodes well for the channel's future as corporate culture in general – concurrently – loosens up.
This is a question right up my alley, as this is what I do a lot of for my clients...employer branding.
Don’t be shy on social media…that would be my advice. Here’s a video I recorded to reinforce that point… https://youtu.be/XHj-MOOeyhk
I would suggest sharing a lot of what goes on behind the scenes with your audience. Establish a strong, steady presence on social media and share content frequently, day in and day out.
Employee profiles. Instagram stories. Videos on LinkedIn and YouTube.
Put a face on your brand and a smile on your face…that's what I say often to anyone who will listen to me. You want to show that you have a positive, passionate employee base, people who love what they do on your company's behalf.
Ideally, senior-level executives not only will buy into a program such as this, they will participate enthusiastically. Everybody in the company needs to be part of the conversation, within reason, in order to position your company as a great place to work.
Hi Hale! Excellent question! I don't necessarily think these trends are exclusive to B2B SAS companies, but I can cite a few...
Video marketing is only going to get bigger, so I encourage anyone in marketing to become an expert in that area. Podcasts are already huge, of course. I started one – on Podbean https://bobcargill.podbean.com/ – about two years ago, and it has done very, very well for me. I also believe strongly in real-time content, mainly using social media to share pictures, video and text live. Finally, going forward, a lot of our content is going to have to be geared towards voice search and smart devices such as phones (clearly) and speakers.
1. I think some of the best content writers are very attentive to detail, deadline oriented, creative and convincing. In one way or another, they are able to connect with their audience and hold their attention.
2. I think content professionals need to develop their storytelling skills and, also, learn how to create solid visual content, especially using video. Strategically, we need to be able to string together pieces of content that capture people’s attention from the get-go and, when all is said and done, earn their trust and win their business.
3. I attend a great deal of networking events, which is where I meet a lot of partners and find a lot of resources. That is one thought. I also think LinkedIn could be a lot of help to you in addition to other social media channels such as Twitter and Facebook. Ask around publicly, both in-person and online. Use hashtags that are specific to the areas of specialty you require in your job candidates. Finally, try Google Alerts; let Google do the searching for you.
4. I honestly have no experience working with clients or other content professionals overseas, but in my experience here in the United States, I feel strongly that the connections you have with people go a long way in helping to ensure your success. People do business with people. I get a lot of my business from referrals as well as through the many people I've gotten to know in-person during the course of my career so far. I put a lot of stock in networking and getting involved in industry organizations where you meet potential clients and other professionals like yourself. I have seen over the years more competition for business, especially more competition in terms of pricing, but at the same time, a growth in the number and types of opportunities. Technology has opened a lot of doors for a lot of people. It has made it possible to do business remotely with people we will probably never meet in person.
Oh, I could go on and on in answering that question! First of all - and it's more a quality, or an attribute, than a skill - you have to have the confidence to get up in front of an audience and express yourself freely. When I was young, I needed to work at that…over time. But once I overcame any fear I had of public speaking, I quickly learned how much I loved it. Practice helps people become better at public speaking. I got a lot of practice in Toastmasters, a public speaking group I joined around 1990 and was a member of for about 5 years or so. That is where I developed the skills I needed to go on the public speaking circuit when the opportunities began to present themselves. Public speakers need to be able to tell good stories. They need to be entertainers. Some speakers are very funny. Some speakers are very informative. Many salespeople are excellent public speakers. Those who have public speaking skills are often very successful wherever they go in both their personal and professional lives. Joining Toastmasters back in the day was one of the best decisions I’ve made in my life. Having strong public speaking skills has helped me in my career immensely. It pays to be an expert at something. But to be able to talk about what you do in front of an audience, that pays exponentially.
I would imagine that there might be fewer opportunities for a copywriter to generate leads for an organization when a PQL program is involved, but unfortunately, I don't have any first-hand experience with one to say for sure.
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