integrated marketing strategy
Freelance Business, Personal Branding

Integrated Marketing Strategy for Consultants or Micro Business Owners

Originally written for our PowerofWords.com.au blog, this article uses the overarching marketing principles of bigger companies to help smaller businesses grow and thrive. When you have an integrated marketing strategy, you can drive a marketing program with confidence. That means both planning and keeping track in order to measure and improve. What do the experts say integrated marketing is?Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand… — SmartInsights blogWe want to use internally-directed marketing strategies based on audience research and knowledge, rather than be:Driven by others’ marketing based on ‘hot trends’–and these may not work for your audience or offeringConfusing strategy with tactics, e.g. posting on Facebook (which is a tactic)Unsure whether content marketing and social media sharing is really working.Starting with Value for the ClientIt all starts with knowing your…
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Marketing tips for authors
Book Marketing, Personal Branding

Best Marketing Tips for the Unbranded Author

So, you’ve got yourself a visibility problem. Rather than throw a huge list of author marketing tips at you without a well-crafted strategy, I’d like you to do few planning steps. I call it the Who, Where, What and Why. Then I’ve got some simple marketing advice below it.WHOEvery marketing plan starts with the group (or segments—fancy marketing jargon) of people you want to reach. There are all different things to consider, e.g.:Demographics – M/F, age, income, stage of lifePsychographics – what they have in common interest wise, e.g. fantasy readers, grannies who read to their daughter, etcBenefit sought – perhaps a mix of people that all seek the same specific outcomeI believe it’s good to consider each in turn. Don’t be like the telemarketers, e.g. “I can get you first page on Google!” They don’t even know if you…
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Book Marketing, Personal Branding

How to Make a Book Landing Page

When creating your book sales page or course landing page, start with these questions:1. What’s the purpose of my sales page? Have one clear call to action, like subscribing for a free chapter, buying a pre-order, or taking up a special fans & followers offer.2. What am I offering my readers? Not more information, but an ability to earn more, do more, be more productive.3. How will my prospects benefit from what I’m offering them? — A strong “what’s in it for me”.4. Have I incorporated the strongest selling points in the headline?5.  Is there one clear reason for my ideal readers to buy?6.  Can I summarise some of my longer paragraphs with easier to read lists (written in direct voice)?7.   Does the design allow for ease of reading?  White space and title case headings are proven to be clear winners.8.…
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Changing Brand Positioning
Personal Branding

Knowing How to Change Your Positioning

Don’t look, I’m changing my positioning! Weird!  Some people don’t think of themselves as a ‘brand’… but really we are talking of ‘brand positioning’. When I was setting up Power of Words for copywriting and content marketing, I did a lot of SWOT research on what my service should do and what level I should play at. It is similar to what I do now, whenever I launch a new book or membership. Sometimes though, the level we play at is dictated by the people we can feasibly reach. Who can you reach? It makes sense to align with what people in your circles are looking for… this often comes down to your own content, pitches, and talks. I’ve found, people in my circles are not often looking for ‘executive level’ info; far more often, they are looking for how to…
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Book Marketing, Personal Branding

The Three Principles of Marketing that Work!

Do you love helping clients? But, when it comes to sales and marketing, you can’t believe how confusing and huge it all is? You probably don’t have time to read a book, even my book, about marketing 😉 So let’s introduce three principles of marketing that I’ve learned over the past decade. 1) Build your personal brand. Simply, it really helps to connect on a personal level and show people you are both a dedicated professional and a person with substance. 2) Concern yourself with expressing your personal passion for a better outcome… not advertising and competing. Express this through books, reports, posts, and articles. (Most call this ‘content marketing’). 3) Use marketing systems, like a simple CRM and automated email marketing, to help you warm up visitors online and create a follow-up system. The Problem: Too Many Tools & Tactics…
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Using LinkedIn for Authors
Personal Branding,

Using LinkedIn for Authors – Challenge

This article is more of a guideline and challenge for authors who believe their LinkedIn presence could be better. Let’s call it the “7-Day Challenge to Expand and Capitalise on our LinkedIn Presence”. As I prepare this challenge, I’m giving away a “Linkedin profile walkthrough” PDF — a 25-page guide on how to improve your profile (like a written tutorial). Ironically, I’m giving this away on my Facebook page: facebook.com/selfpublishingmentor Preparations for your Profile Sprucing You won’t need a LinkedIn Premium account, but you will need an account. Don’t forget your email and password (cursed passwords that always change when you’re not looking). Squint now at your current photo. Are you not smiling? Do you have a tropical shirt on? Has it got a weird background? Is your honey’s arm cut off? It may be time to pick a new one…
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