When we talk to someone face-to-face, we know just who we are talking to. We automatically adjust our speech to be sure we are communicating our message. Many writers don't make those same adjustments when they write to different audiences, usually because they don't take the time to think about who will be reading what they write. To be sure that we communicate clearly in writing, we need to adjust our message--how we say to and what information we include--by recognizing that different readers can best understand different messages.
I find that on training courses, the tools I recommend to help marketers are always popular, especially the free tools… At a recent course I was asked for a list of “essential tools”, so here they are… We aim to review and compare tools for managing different digital activities on Smart Insights, so we have many of these tools covered in other posts, so I’ll link to these where relevant. There’s a diverse mix of free tools available, one of the enjoyable aspects of working in digital marketing today. I’ll start with the most widely used. Please let us know about the “essential free tools” you use in the comments. 1. Reviewing the latest developments in your industry There still isn’t a better alternative than Google Alerts for reviewing mentions [...]
Whether you’re selling delectable gourmet cupcakes or conducting research in your robotics development corporation, you have an audience. And if you think “people who eat pastries” or “people who like technology” are your target audiences, chances are you may be missing out on a huge opportunity for marketing your service. Perhaps the biggest mistake you could make in your marketing endeavors is to over-generalize or broadly define your target audience. So we’ve pieced together 3 Steps to help you decipher just who it is you’re trying to reach, sourced from Raven Tools, Ken McArthur, Amy Porterfield, and our own experience. “When it comes to growing a business few things have more power than a narrow focus. Too often business owners want to be many things in [...]
Do you know where your audience is? In the rapidly evolving online environment, it's hard to keep in touch with you target audience, even when you know who they are. Fortunately, there is an ever-growing number of ways to reach your audience. The problem is that by the time you've figured out how to reach them efficiently, there's a good chance their behavior has changed. Customers are becoming more sophisticated Internet users. No longer do just advertising and Web sites get buyers' attention but rather a broad array of online resources. As consumers, they turn to family, friends, and other consumers for purchase input. To put this in perspective, 90 percent of consumers trust a recommendation from people they know, 70 percent trust consumer opinions [...]