Everyone wants to capture lightning in a bottle, but if you can’t keep it on the shelf why bother?
There is a movement about how to monetize individual blogger and online personality influence. Influencers considering monetization of their online trust should also weigh how such strategies can lessen trust within a community, and hurt search rank. This old debate goes back to paid blogging and affiliate marketing. As in those past cases, every influencer today needs to weigh how monetization efforts tax their good will. Influence online is often a result of becoming an integral part of a community and providing good information. When you add affiliate links, sponsorship, consultancies, clients, advertisements, products and other forms of monetization to the mix, a transition occurs. In the paid, earned, and owned model of media, you are moving from earned (natural […]
What happened to the lost art of thank you? Returning to basic relationship principles is a constant theme in marketing conversation. If you want to build on relationships, then say thank you. Yet, in this fast age of Internet business and new millennium expectations, people say thanks less frequently. Consider the receipt or post transaction communication most people get from companies, either online or in real person. You get hit up with coupons and requests to buy more. Personally, one of the best parts about buying the old fashioned way in a store are the smart clerks who invariably thank you and shake your hand. Go Nordstroms! Geoff Livingston on Google+
No one wants their company to become the best kept secret. Yet so many unknown companies today hold trade secrets to their chest like they were gold. If a technology is not found, it’s worthless. If a process is not used, it’s meaningless. Value is determined by the customer, and without customers companies have no value. Geoff Livingston on Google+
Image by Mad African! The best way to spruce up boring business writing? Activate verb tense, parse run-ons into multiple sentences, and add the what’s in it for me (WIFM) factor. Yes, some colleagues focus on grammar, but when I edit business text these are the first three things my red pen seeks out. Inevitably business text crams an overt amount amount of jargon and hyperbole into copy to ensure that it stays “on message” and achieves branding goals. Business writing seeks to market and inform stakeholders. Over-focus on messaging and positioning hurts that goal, instead fulfilling an internal need to appease executives. An editor should punch up copy to resonate with stakeholders. Geoff Livingston on Google+
We as marketing bloggers talk a lot about strategy, the latest and greatest trends, and our personal way of thinking, all to attract customers. But perhaps the best way to attract clients is to build a reputation for amazing them. This extends beyond strategic and tactical savoir faire to actual practice. An attitude of service creates the word of mouth every brand wants, the kind that drives value and attracts prospects that want similar outcomes. Here are some client service tips for consultancies seeking to develop winning reputations. Get Dirty Geoff Livingston on Google+