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social media Archives - Attraction Marketing Expert - Jen DeVore Richter

Is Traditional Marketing Dying? What Business Owners Need to Know

By Content Marketing, Digital Magazines, marketing, Marketing Mistakes, Online marketing, traditional marketing

Online marketing moves at 100 miles an hour. There are constantly new algorithm updates, and what’s working now can change at a moment’s notice.

On the other hand, traditional marketing remains relatively steady and consistent through time, with changes happening at a much slower pace. Traditional marketing includes any type of marketing that isn’t online. This means print, TV commercials, direct mail, telemarketing, outdoor advertising like billboards, radio ads, and newspapers.

By being a consumer in the free enterprise economy, we can still see traditional marketing in use by businesses, but is it dying in the social media age?

If you’re spending money on traditional marketing or considering adding it to your marketing mix, this week’s video will be very useful in helping you make some new decisions.

I’ve compiled hours of research into a short video that will tell you:

  • the surprising traditional marketing media that outperforms digital
  • the one media type that results in 28% higher sales 
  • what local TV stations are doing now to win local advertising business from businesses like yours
  • the traditional media people shockingly say is more personal than online marketing
  • the type of marketing to avoid that results in 4,000 complaints per month to the Direct Marketing Association
  • which media is the most accessible to the public regardless of status

Click the link to watch the video and subscribe on YouTube!

generate leads social media

How to Generate Leads for Your Business: Match Your Marketing to the Way that People Buy

By business coach, online sales, social media No Comments

The Buyer’s Journey: Match Your Marketing to the Way that People Buy and Generate Leads

Today’s consumers are savvy and skeptical. They’ve seen it all, heard it all, and expect more out of the brand’s they do business with.

They’re tired of the pitch-fest, brand focused advertising that floods the airways and clogs up their social media channels.

Instead, they demand to be wowed. They demand to be informed. They demand a better experience from the first touch-point to the last.

The problem for most business owners and marketers is that the old school marketing education that is perpetuated by the small business institutions is outdated. It’s fluff-filled, brand focused, “look for the next sale” strategies have resulted in dismal high failure rates for small business. 

The fact that 80% of small businesses fail is a problem that these institutions continue to ignore and instead focus on selling their memberships instead of helping businesses truly grow.

Once I left my corporate career as the head of advertising at NASA Kennedy Space Center and started to consult with business owners and other marketers, I started to realize that there was a lot of bad information out there about how to market a business.

So I decided to do something about it.

I set out on a mission to pull back the curtain and shed light on the truth about how to really make your marketing work.

I know that for the Entrepreneurial Spirit to thrive, we need to break the cycle and get real. It’s time to take back the American Dream.

Here’s the big idea: If you want to generate new leads, you must match your marketing to the way that people buy.

Understanding The Buyer’s Journey

The key to generating leads is understanding the Buyer’s Journey. The Buyer’s Journey is a marketing and sales concept that basically begins with the idea that regardless of what you sell and who you sell it to, your customer’s are on a problem solving journey. 

There is a problem they have that they don’t want and a pleasure or outcome they want that they don’t have.

Understanding exactly what the problem is that keeps your customers up at night is the first step in getting your marketing to work on social media or even offline.

You must know what that problem is in your customer’s language.

Without using industry jargon or trade terminology, how would your customer’s describe that problem in their own words?

If you feel like you’re too close to it and don’t really know what words your customer’s would use, here’s a simple hack to getting the answer: ASK THEM!

Conduct five interviews with your ideal, perfect prospects and clients and write down what they say about it. Use those words in your customer focused marketing.

Next, the key to making this work is to understand that only 1% of consumers who see your marketing messages are “Now Buyers” meaning they are ready to buy from you or hire you now. 

The vast majority, 99% of the market isn’t aware of the problem you solve, isn’t convinced they need to solve it, and doesn’t know which vendor to choose.  If you only use Tactical Marketing to market to “Now Buyers” you’re missing out on 99% of the revenue and market potential. 

The key to tapping into the 99% of hidden revenue potential is that marketers should match their marketing to way today’s savvy and skeptical consumers buy and provide information that moves them along the Buyer’s Journey.

How to Generate Leads: Apply the Buyer’s Journey to Social Media 

The key to creating a strategy that matches your marketing to the way that people buy on social media is to create content focused on the three types of buyers:Buyer's Journey - generate leads

  1. Future Buyer’s
  2. Soon-to-Buy Buyer’s
  3. Now Buyer’s

Social media content ideas for future buyer’s include:

Live videos that breakdown the hidden costs of not solving a problem

  • Video interviews with experts on related topics
  • Testimonials from happy customers
  • Daily “behind the scenes” posts to your stories
  • Update your social media “bumper sticker” (your cover image, profile photo and About Us section”) to focus on your customer’s desired outcome
  • Be the guide – post conversation starters on your pagesBuyer's Journey

Social media content ideas for soon-to-buy buyer’s include:

  • Live videos that cover frequently asked questions
  • Autopost your blog posts to social media
  • Announce your next live event
  • Give your reader’s a downloadable gift (ex: a Checklist)
  • Move your social media fans to your email list
  • Reply to comments with open ended questions

Social media content ideas for now buyer’s include:

  • “Deal of the Day” offers
  • Create default replies so your customer gets an immediate response when they inquire even if you’re busy
  • Capture hot leads and send them a personalized message
  • Install the Facebook pixel on your landing pages so you can retarget website visitors with ads
  • Set up referral links for your strategic partners
  • Interact personally on other pages in your niche (neighborhood Facebook groups)

Understanding the Buyer’s Journey and applying it to your social media marketing efforts can take you from an unwelcome pest to a welcome guest in your customer’s social media feed if you match your marketing to the way that people buy.

Create the inspiring, educational, and fun content that will WOW buyers and watch your business grow!

About Jen DeVore Richter

Jen DeVore Richter is the former head of advertising for NASA at Kennedy Space Center recently awarded “Innovator of the Year” for excellence in Business Coaching. She is a professional speaker on the topic of marketing as well as women in leadership. Jen is a Certified Platinum business coach globally recognized for her fluff-free, results oriented approach and mastery of direct response marketing messages.

MAKE OR BREAK YOUR CAREER

How Your Online Image Can Make Or Break Your Career

By branding, inspiration, social media No Comments

This blog post was inspired by an appearance I made on being a resilient leader for the Jacksonville Women’s Leadership Forum panel in the spring of 2015. Specifically, we spoke about how women can use social media as a tool that supports resiliency in their career, experiences, branding, and security. We examined how to rock your online image.

Background:

Resiliency means being able to adapt faster, navigate the ups and downs of business, and bounce back quicker when obstacles are thrown our way. In 2010, I decided to close my successful photography business I had run for 7 years. I was at the top of my game, but burnt out from working weekend after weekend and wanted to transition back into marketing. Managing my online profiles was a part of my photography business, and I recognized that those tools would be integral into communicating my new goal of restarting my marketing career to my connections.

How Your Online Image Can Make or Break Your Career

Control and consistency of your social media platforms = control of your public resume.

Share your new goals with online connections

  • jen devore richterExample: if you are a doctor and want to start booking speaking engagements, you would share this objective with your circle of influence. Share your passion and mission.
  • People want to help you succeed. But they don’t know what you’re trying to achieve unless you tell them. So, tell them!

Communicate your qualifications

  • Keeping your LinkedIn profile up to date is key.
  • LinkedIn is your silent salesperson. It’s like having your own booking agent. It’s always working for you. Ensure your profile is up to date.

Ensure all of your social media platforms reflect the best version of YOU. Professional photography is key.

Demonstrate your passion & professionalism

  • You can establish authority in your industry and be seen as an expert by sharing thoughtful, interesting, original content on your social channels. Plan out your content using a simple content calendar to keep your message focused.
  • You can demonstrate passion for your career by helping others. Let’s not take this too far. I’ve seen some pretty vocal, passionate posts on social that go too far.

Remember your audience and THINK before you post- is it True, Helpful, Inspiring, Necessary, Kind?

Successfully making the transition from photographer to marketing agency owner was done by actively and mindfully crafting what was on my social media channels. I shared my goals, communicated my qualifications and demonstrated my passion for my new marketing business. Without a carefully crafted online image, I would not have been able to make the move in my career.

What are you doing to manage your online image? Take inventory and make time to take action.

 

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