So, I’m pretty much a bit of a marketing and business building geek. Basically I love to read, watch and consume anything that has anything to do with how to grow your business!
And I wanted to share with you that one of my favorite resources for seeing what is trending and what the “BIG Boys” are doing is the Harvard Business Review (HBR for short).
Now in another life I may have gone to Harvard for my MBA instead of getting a BFA at a conservatory, but I really think it’s all perfect, because I learned about theatre and entertainment when I was young and passionate about it and now I get to learn about business and being a business coach as I’ve seen more of the world and am more passionate about making a difference and making money.
And the coolest thing is that they are both so interrelated it’s a little crazy, but more on that in a minute.
This month’s HBR is all about “Advertising that Works” and how the marketplace is totally shifting. How the old model of tracking singular lines of advertising don’t work anymore… it’s no longer independent marketing activities standing alone that are driving traffic, but actually a more holistic marketing universe that is at play these days.
For instance a TV spot leads to a Google search that has a prospect watching a Youtube video about a product, which prompts a search for reviews, that finally leads to a sale.
What does that mean for you?
It means that if you are trying to start a movement and help more people, that your Pintrest pin, leads to watching a YouTube video, which leads to an optin or a purchase. (Remember that YouTube is the second largest search engine).
That if you are doing FaceBook ads, pay-per-click or other paid traffic, that just the presence of your ad (the impressions you are leaving) can prompt deeper inquiry on Goggle, leading to a Blog post that drives them to optin for your e-book, that takes them through a 21-day email sequence that leads to them buying your business coaching services, hire you to speak, buy your home-study, or whatever else you are offering.
It means that testimonial you gave that entrepreneur about their product or service, drives traffic back to your site.
Basically, when it comes to online (or off line) marketing and advertising in this day and age, you need to look at having multiple avenues and make sure every single one has a clear call to action, driving people and prospects where you want them to go.
And frankly, this is where I think women entrepreneurs have the advantage over men. In my experience this is already happening in woman-lead small businesses, as there is a more inclusive, holistic approach from the start. And with a little strategy and a few small tweaks will open the door for this new direction that advertising and marketing in general is heading.
And this ties into what I was saying earlier about entertainment and business being interrelated. You see, your clients, your customers, basically every person on the planet LOVES a good story and loves to be entertained…. we get pulled in, we emotionally attach and we empathize and get inspired.
The important thing for the savvy business owner to remember, is that we all buy based on emotion. That’s what all the major Madison Avenue marketers figured out decades ago.
But for the first time in the history of advertising (and really marketing) the start-up, the soloprenuer, the “little guy” can leverage online and offline media, just as effectively, if not more than the established “big-guys”.
All it takes is a little creativity, some elbow grease and the decision to do what it takes to get seen by your ideal clients.
And that’s a huge part of what we do here at Suzanne Evans Coaching, we get out there on lots of different platforms and leverage them through a cohesive, holistic approach of bringing people back to our sites to interact with us.
So if you’re ready to get seen and drive some serious traffic, get creative, get motivated and start making your “impressions”.
And as a side note, if you want to learn more (or just want to geek out a little) check out Wes Nichols’ article in March’s HBR.
Brian Stark , Director of Strategic Development
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