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Marketing Tactics

The Ultimate Marketing Tool Library for Entrepreneurs

A list of marketing tools you’ll want to bookmark.

Casandra Visser

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Marketing-tools

Knowing how to work smarter and faster is going to put you on the fast track to success so having the right tools at your disposal is a major benefit.

The beauty of the 21st century is that there are a myriad of tools available to entrepreneurs, many of which you won’t even have to budget for. Bonus! Get your marketing and sales to pick up speed by widening your marketing arsenal with the below list of online, content and general marketing tools.

Online Marketing Tools

Hootsuite-logo

There are very few businesses that don’t see the opportunity in having an online presence for their business and with the wide variety of marketing tools available to help you implement your strategy it’s easier than ever to spread your branding message online.

Related: Free Sample Marketing Plan Template

Here are some online marketing tools that you might find useful:

  • Hootsuite.  If you have social media accounts then this tool will help you save time by managing your daily, weekly and monthly posts all in one place. Create new posts for any of your social media pages, respond to questions from followers and track when your brand is mentioned. Run reports on your accounts to see which posts are working and what you should rather stop talking about on your platforms. This tool is free but the paid version does offer more advanced options.
  • Google Analytics. This is one of the best free tools available to track the success of your website. By inserting a few lines of code into the HTML of your site you will be able to see who is visiting your site, what content they are reading or products they are interested in and how much time they are spending on your site. Google will also know that they can track and index your website in order to add it to search engine results. This online program can be used free of charge and could be the most valuable online tool that you can invest in.
  • ClicktoTweet. Make it super simple for your website visitors to share your content online. ClicktoTweet allows you to create shareable posts within your website copy that users can simple click on to share it with their Twitter followers. You can use this tool on your website or you can download a WordPress plugin.
  • Google Adwords. This is a paid for tool that will not only help you boost your website traffic stats but your sales too. Ever wondered where the adverts at the top and to the right of your search engine results come from? Well that would be Google Adwords. Basically brands can bid on keywords that they would like to both affiliate with their business and show up in search results for and then Google displays them to potential customers depending on what the business bid as well as the competition around that keyword.
  • Unbounce. So your website is up and running but you just aren’t seeing the results and the sales aren’t rushing in as expected. This has happened to countless of online businesses and most only find out too late that it was their website’s landing page that was causing the loss of sales. Unbounce is a tool that allows you to setup different versions of your website’s landing page to see what works.]
  • Tweroid. If social media is an important part of your strategy then knowing when your followers are online will make it that more effective. This online marketing tool will tell you exactly when your followers are online so that you can post your best content at the right time.
  • Marketing Grader. Want to find out how you are doing with your online marketing? Marketing Grader will do just that. Type in your website address to get a full report on your blogging, social media, SEO, mobile and lead generation efforts so that you know what you need to improve on.
  • WordPress. This online website development platform has become on the easiest ways to build your own website. There are tons of free templates for you to use and it’s simple to setup. If development isn’t one of your strong points then you might want to get some extra help, especially if you want to pay for a more advanced theme.
  • Kuler. If design is not your forte then Kuler is a great tool to use to decide on the colours to use on your website. All colours have different meanings and create certain emotions so make sure that your online marketing is creating the right impression.
  • Crowdbooster. Looking to increase your Facebook page likes? Crowdbooster is the ideal tool for this. This marketing tool will analyse your posts to provide you with the best times to post content on your page as well as what content works best according to the types of followers you have.
  • Rafflecopter. Running competitions on your social media pages is no longer the only option available to you. This tool allows you to create an embed a giveaway anywhere on your website.

Resource: The Complete Guide To Writing A Marketing Plan

Content Marketing Tools

Hubspot-logo

Many marketers have come to realise the benefits of incorporating content marketing into their overall strategy. Customers are drawn to brands that have something extra to offer them and providing interesting and relevant content is a sure fire way to engage with your users and get them coming back to your website.

Below are some hot content marketing tools that can assist you in creating a valuable experience for your readers.

  • Trend Spotter. This tool assists organisations in spotting trends and topics that they can capitalise on way before they are being talked about. You can take advantage of their trial version first to see if it’s a tool you want to invest in on a monthly basis.
  • HubSpot Stock Images. Jazz up your online content with this offer of 160 free business stock images. Simply fill in a short form to gain access to royalty free images for your marketing material. Some other sites that you can use for free stock images are freerange, stock.xchng and Wikimedia Commons.
  • Haiku Deck. This content marketing tool gives you the chance to go beyond PowerPoint and create killer presentations. Haiku gives you the option to use their web platform or download their iPad app.
  • Infogram. The way users engage with content is changing and visual elements are becoming very important making a tool such as Infogram so useful. This content marketing tool is free and allows you to create vibrant infographics and charts to use on your site or in your marketing material.
  • PressBooks. This online platform offers a simple and effective solution to creating ebooks for your business. Choose from a variety of customisable templates and export it to your PC. You can even use one of their partners to distribute the ebook for you.
  • Free Content Calendar Template. A good content strategy requires planning so having an editorial calendar will ensure that you always have fresh and exciting content on your website. Download a free calendar template by Jamie Griffiths of Manifesto here.
  • Meme Generator. Meme’s have taken over a large part of the online space and people love them so why not get in on the action. This content marketing tool allows you to add a fun twist to your content by creating your very own memes for free.

Resource: 4 Digital Marketing Trends to Pay Attention to Right Now

General Marketing Tools

Evernote-logo

When it comes to marketing you should never stop searching for new opportunities to stand out as a brand. It’s when you stop being innovative and growing that your business and especially sales slows down.

Give your customers a reason to keep coming back and make them proud to be associated with your brands. The below tools can help you along the way:

  • Evernote. Had a light bulb moment or saw something that you could use in your own business? Jot it down before you forget! By downloading the Evernote app you can write down and find your notes quickly and easily. There are free and paid for versions of this app.
  • Free Marketing Plan Template. Get your ducks in a row and know exactly how you are going to achieve your marketing and sales goals. Download Entrepreneur’s free marketing plan template to gain insights into your market, decide on your goals and develop an effective marketing strategy. Click Here.
  • LogoMaker. Choose from thousands of icons and design a logo that’s unique to your business. The low resolution versions of your logo are free but you will need to pay for the high resolution files. A logo is critical as a business so get it done at the start.
  • Target Market Worksheet. Build a demographic, geographic and psychographic picture of your target market by answering the questions in this worksheet. Click Here.
  • Mail Chimp. Personalise messages to your customers by creating an email marketing campaign and Mail Chimp is one of the easiest platforms to use for this. Their Entrepreneur plan allows you to send up to 12 000 emails to 2 000 subscribers without having to pay anything for it. Their templates are eye-catching and responsive so your mobile users won’t feel left out.
  • MindNode. A great brainstorming session can last hours but can generate some profitable ideas so it’s important to make notes of as much as possible. MindNode maps out your ideas from start to finish and allows you to store your session for reference later on.
  • blogtalkradio. Ever wanted your own radio station? Well here’s your chance. When you sign up on the blogtalkradio site, all you need is a phone and a browser to get chatting with your listeners. There’s also the option of taking it up a notch with their paid packages.
  • SurveyMonkey. Get the answers to important research questions by using this popular marketing tool. Choose a template to build a survey that’s unique to your business. Distribute the link to your marketing list, get your answers and take action accordingly. Simple as that.

How to Use Marketing Tools in Your Strategy

Once you have completed your marketing plan and strategy you’re going to have a good idea of where your brand is going and what you need to do to get it there.

The marketing tools that you decide to use should fit in with the implementation of your strategy and the goals that you have set out for your business. The great thing about knowing where to turn for marketing tools is that if something isn’t working you can change it and take a new direction.

The most important thing to keep in mind however is that your strategy is what’s going to make or break your business, not the tools that you use, so try not to place too much emphasis on having a tool for everything. They are only there to assist you and make the process a little easier.

Related: Mega Marketing Trends You Need to Know About

Casandra Visser is a Digital Marketing & Content Strategist and writes for Entrepreneur Media SA.

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Marketing Tactics

Gen Z Is Coming! Are You Ready?

How do you market your company to this generation?

Stuart Scanlon

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young-generation

According to the CNBC, about 61 000 Gen Zers are on the verge of entering the workforce and consumer market in the US alone.

They are digital natives; they have grown up in a world of vines, txts (yes, we know) and internet. Their attention span is shorter than ever, they are more connected than any other generation, and they are brilliant multitaskers. Gen Z is a more tolerant generation but also more cautious; studies have found less risk-taking amongst this group and an increase in thoughtfulness and questioning authority.

So, on the one side of this coin, how do you market your company to this generation?

1. By being transparent

Be upfront about your business, what you’re doing and how you’re doing it. They have lost faith in corporations. Thus, you must stop relying on and hiding behind small print. Yes, you need terms and conditions to protect your company, but when it looks like a miracle weight-loss advert of the 80s (“Eat anything you want just take this pill. Ts&Cs apply.”), you’ll lose customers.

Related: Investing in Young Entrepreneurs

Gen Z consumers want to see you are real; they don’t want models or celebrities but regular people who can assist them in a manner that speaks to them. And they will hold your business is socially accountable. Instead of producing millions of T-shirts at the cheapest possible price, they want local, equality and free-trade, and they want to know what businesses are doing for the environment and society.

Gen Z won’t accept your claims at your word; they want to see evidence in your company culture.

2. By offering options

A jewellery purchasing study has found that most Gen Zers don’t have a preferred shopping platform. What this means is your messaging, availability and culture need to be spread evenly across all contact points – sales, call centres, website and digital advertising. In fact, many Gen Z consumers rely on mixing their contact points.

That being said, they want immediate action. If they see something they want online, they will go to the shop just to have the item right now. More than immediacy, they also want custom-made or made-to-order products and services. They shy away from traditional made-to-stock methods, which creates plenty of room in the production industry.

3. By being forward thinking

We have to always remember what was mind-blowing inventions to other generations are the norm for Gen Zers. They hold brands and businesses to high expectations, and instead of being loyal to brands, expect brands to be loyal to them. As Gen Z is more focused on individuality, they are also proving to be a generation with a high entrepreneurial output. All this shows that they don’t want the norm; they don’t crave what’s new today, they want tomorrow, sustainability and innovation, and they want it now.

On the other side of the coin, how do you attract this generation to work at your company? In much the same way.

1. By being transparent

As much as you are hiring them based on what they bring to the table, so too are they looking at what you can afford them. But, they don’t just want to hear you tell them about the benefits, they want to see it – and they are not after just money. Gen Zers want to be financially secure, but also one that is fulfilling; one where they find purpose in their jobs and company.

2. By offering options

Gen Z employees don’t want to work eight to five, they don’t want to be chained to a desk, and they don’t want to be micro-managed. Give them flexibility on how they want to conduct their work and how they can communicate with their colleagues. Create an understanding workspace for their needs and help them improve their skills – for instance, it’s been reported that a stumbling block for Gen Zers is communication. Growing up with emojis and text messages make face-to-face conversations, business calls and writing emails difficult for them.

Gen Z employees want to work hard and grow their skills. Even though they’re growing up in a super-paced society, they want to climb the corporate ranks at the given speed. What they crave, with urgency, is gaining value from their jobs.

Related: The Z Generation

3. By being forward thinking

They are lateral thinkers, and their creativity is not just outside the box but has broken the box completely. Gen Z is incredibly tech-savvy, and they will challenge the systems and procedures you have in place if these are not providing the needed speed and data required. Thus, they crave to work in an environment where they can push boundaries and ultimately help the company move forward. Hiring from the Gen Z pool can provide you with innovative insights into your business that can grow it towards tomorrow’s giants.

The only way to be sure you are future-proofing your business is by guaranteeing it caters for future customers and employees, by relying on forward-thinking enterprise resource planning software, for instance. Epicor ERP software ensures that their clients stay agile and innovative through trusting top minds to build and develop intelligent systems that open doors for Gen Zers. It’s Epicor’s innate tech-savviness that allows them to visualise the landscape of tomorrow and develop the software to support it today.

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Marketing Tactics

4 Steps To Writing Content That Converts

Hook them, engage them and tell them what you want them to do.

Syed Balkhi

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content-marketing-ideas

Is your content persuasive enough to convert your visitors into leads?

Some pieces of content you create will drive conversions, while others will be lost in the archives. As a marketer, you always want to write content that is persuasive enough to turn your visitors into leads and thereafter, into paying customers.

Writing persuasive content is not magic. Let’s take a look at some ways to write content that converts.

1. Craft an enticing title

The title of your content is the most important factor that influences engagement. A whopping 8 out of 10 people may not even read your content if the title isn’t captivating enough.

Using Headline Analyzer by Coschedule is the best way to create a magnetic headline that attracts your audience. Just enter your headline and the tool will report back with a score and a grade along with some suggestions to improve.

For analysis, the tool looks at the following factors:

  • The headline type: It capitalises on the type of headline that converts, including lists, how to’s and questions.
  • Word balance: It helps you to curate an enticing title by checking to see if it has the right word balance.
  • Character length: It also looks whether your title is scannable and easy to digest.

Related: How Content Marketing Adds Real Value To Your Customers’ Lives

2. Fulfill your title’s promise

Getting clicks on your title is just half of the equation. Ensuring that your content fulfills the promise of your title is another equally, maybe even more, important part of driving conversion. If your content can’t keep the promise your headline makes, your visitors will likely abandon your site without further engagement.

When crafting each line of your content, keep in mind that the purpose is to get your visitors to read the next sentence, then the sentence after that and all the way down to the end of your article.

Aside from providing value, you’ll also want to evoke a desire for what you’re offering.

3. Make it scannable

Most of your website visitors spend less than 15 seconds on your website, meaning people quickly skim through the content instead of reading word for word.

If your content is hard to scan, meaning it contains long sentences and paragraphs, it’s likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume.

To create content that is easily scannable, you can follow the actionable tips below:

  • Short paragraphs: Write short paragraphs, preferably 3-4 sentences at most. Breaking down your content into short paragraphs makes it more digestible for your readers.
  • Use attractive subheaders: Readers should be able to bounce around to seek out the pieces of your content that interest them. By using attractive subheaders, you can pique the curiosity of your readers and keep them engaged.
  • Use bullet points: Using a bulleted list is the easiest way to ensure that your content doesn’t strain your visitors’ eye to read through it. Since bulleted lists stand out from the rest of your page, they make the entire piece easier to skim through.

Related: 5 Reasons Your Small Business Needs Content Marketing

4. Add a call to action at the end

The best way to convert your visitors into leads is to add a call to action, such as an email subscription form, at the end of every article you publish.

Some tips to speed up the growth of your email list are:

  • Offer a post-specific resource: Create a post-specific resource, and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.
  • Creating a premium library: To increase both perceived and actual value, you can create a premium library consisting of ebooks and other valuable course materials. You can then persuade your visitors to subscribe to your list by adding a signup box at the end of each article.
  • Content gating: Content gating is a popular strategy to boost conversions on your site. For instance, you can grow your list by blocking a small section of your content for subscribers only, which encourage your readers to sign up for your list.

The best way to create content that converts is to use emotion in your copy and evoke a desire for what you’re offering. By following the above tips, you can write content that converts your visitors into leads, and soon thereafter, into paying customers.

This article was originally posted here on Entrepreneur.com.

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Marketing Tactics

5 Marketing Missteps That Make Cash Flow And Business Growth Stumble

If you don’t want your cash flow to turn into a drip, you’ll want to take a look at these mistakes you might be guilty of.

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I am often confused by the decisions normally very smart entrepreneurs make when it comes to marketing and sales, and growing their companies. It’s as though logic flies out the window and emotions rule the day when we start talking about sales and marketing.

Of course, I’m not suggesting entrepreneurs need to be perfect – in fact, I personally made one of these mistakes last year. My issue is with the entrepreneur who doesn’t realise when they are screwing up and continues to let their mistakes hurt their business’s long-term ability to grow.

I recently read a study that looked at businesses’ cash flow. It found that only 12 percent of businesses never have a cash flow issue. That means 12 percent of businesses can consistently pay their bills, pay themselves, and have profits left over. Of the others, 47 percent of businesses say that cash flow is sometimes a problem, and 41 percent of businesses surveyed said cash flow was a consistent problem.

To be fair, this study didn’t publish any additional info about the business owners – for example, did all of these businesses have less than $1 million in annual revenue? If so, I would assume those businesses would have greater cash flow issues than a group of businesses at $1million-plus in revenue. For this discussion, let’s assume this is accurate (based on my experience of working with small businesses, it is pretty close). How do you fix a cash flow issue for any business?

Related: Daniella Shapiro Of Oolala Collection Club’s Smart Strategies For Marketing Your Online Business

The interesting thing is that in the vast majority of cases, your marketing is linked to cash flow issues. The mistakes many entrepreneurs are making with marketing, sales and business growth are the same five mistakes that are causing their cash flow issue.

1. Not making customer retention a priority in your marketing strategy

I’m going to start with the one that is most near and dear to my heart: customer retention. You don’t have to use a newsletter to grow and maintain retention (although that is a good idea). But, you do have to do something, and that something needs its own budget. Retention is not a portion of the marketing budget. Without customers, your business is worth just about zero.

The reason so many businesses struggle to grow is they invest nothing in retention. These normally smart entrepreneurs have deluded themselves into thinking that their product and services are so amazing and life-changing that people will continue to buy over and over again without prompting.

So what lie do these same entrepreneurs tell themselves when they have 3.5 percent year-over-year revenue growth? Tens of thousands – maybe even hundreds of thousands – of dollars spent on marketing, and only 3.5 percent year-over-year revenue growth? If you’re a large retail chain, that isn’t bad, but for dentists, lawyers, financial advisors, or anyone in a service-based business, that is far from good.

Starting today, you must have a customer retention budget. Use the budget to increase retention, and from there, upsell the existing customers. The longer a customer is with you, the greater the chance for a referral. Their customer lifetime value goes up, too.

Done correctly, your retention campaign can increase sales and create more prospects. Regardless of how you use it, you must have a retention budget.

2. Getting bored with things that make you money

As entrepreneurs, we are prone to getting bored, and that even happens with our marketing. Regardless of how well it is working, we get bored with it and want to try something new. This is a toxic practice on many levels. I understand wanting to try something new, but you never cancel marketing that is working (even if it isn’t exactly crushing it) to try an unproven new thing. When people do this, they are basically saying, “I hate money.”

How many times have you tried a marketing program, only to have it not work out as promised or as quickly as promised? Do not cancel good marketing to chase unicorns. You can also call this tendency “shiny object syndrome.” It’s particularly severe when it comes to hip cutting-edge marketing tactics, like influencer marketing.

If you want to try something new, create a budget and try it. Don’t kill a pipeline of incoming cash to drill for a hopefully more profitable pipeline, because when it doesn’t work, you are screwed. If you can’t afford the new marketing without killing the old marketing that is working, then you shouldn’t be starting the new campaign until you figure out how to pay for it.

These are two huge mistakes that I see small-business owners make all the time that destroy your cash flow.

Related: Henrico Hanekom – Discover Your Inner Marketing Genius

3. Not investing enough money into marketing

I was chatting with a dentist from the greater New York area a while ago, who claimed to be getting patients with this one type of marketing for about $175 each. That is good in the greater New York area because of all the competition. However, just because you hit a home run doesn’t mean you can expect to hit a home run every time you’re up to bat. In that area, it costs $250–$450 to get a new patient in the door.

You will never grow if you’re not willing to invest a realistic amount per new customer. I’ve chatted with entrepreneurs who want to get 50 new customers per month, which should require a budget of at least $12,500, but currently, they only have a budget of $3,000 per month. I hate to break it to you, but you’re never going to hit your goal. If anything, the $12,500 per month you have devoted to marketing may not be enough, because as you scrape the low hanging fruit, you often find you need to increase the amount you’re willing to pay to get a new customer.

4. Feast or famine marketing

This is actually the mistake I made in 2016. We had so much going on in the first half of the year (the feast) that I didn’t plan well enough for July, which is typically a slower month for us (the famine). In July, I need to do more marketing and even spend more money on marketing to make up for all the business I lose when people go on vacation and forget about their campaigns. But, I was planning a vacation myself in July, and in turn, I actually ended up cutting marketing because I didn’t want to do the work that was needed.

Bad planning and a cut in the already planned marketing for July tanked the month. It was our worst month for new sales in nearly two years. You can’t allow a busy period to take your eye off the ball. If you have traditionally slow sales months, you must do more, spend more, and market more, in those months.

5. Cash flow issues demand more marketing, not less

This is the last of the bad ideas for today, but when you are having cash flow issues, shutting down the pipeline that is bringing in the cash you do get is just dumb.

Of course the argument I always get is that the marketing wasn’t working anyway. Well, if that was true, why didn’t you cancel it earlier? Typically, the entrepreneur doesn’t really know whether their marketing is working or not. All they know is they need money, so they cancel marketing to free up cash. That may help the problem this month, but it creates a new problem next month when no new customers show up.

When times are hard, you need to reinvest more in marketing, not less. You must figure out how to close more sales, not get fewer leads. There are lots of good ways to shore up your cash flow situation, but cutting off revenue-generating marketing is not one of them.

This article was originally posted here on Entrepreneur.com.

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