Karen Purves

All that Twitters is not Gold

Posted on 4 February 2010 | No responses

There’s so much about now on Twitter that it seems to have spawned a whole industry.

How to post advice – There’s tweetiquette, the latest post by Lisa Barone offers a concise list that’s practical and full of common sense.

Business Building Advice -  There are marketing consultants saying that you have to build a huge following to be effective on Twitter.

There are those that say you have to be consistent and tweet so many times a day.

Now, really, twitter is done when you have time to do it. If you are permanently on twitter then perhaps you could do with looking at how you manage your time and whether twitter is bringing in the business.

A Personal View

I’ve been using Twitter since July 2008, and that seems an age in social media terms.

I’ve had business from it.

But, the most important thing is that I have connected with people who I may never of otherwise. I’ve connected with people on Twitter who are also friends on other sites. And, because of that, I don’t forward my twitter stream to other sites, the reason being that people want to know about what I tweet about.

And if it was the same as in Facebook, Linkedin or other forums, they wouldn’t bother.

Twitter is just one aspect of your marketing and just how important it is depends upon whether your market is on twitter and that they buy.

Tell me how you experience Twitter because there are as many ways as there are people!

Is Your Website working for YOU?

Posted on 2 February 2010 | No responses

In the past, we considered opening hours to be the same as office hours. But that was before the internet! Having a website means you can be open for business 24-7. So, are you?

Many websites appealing to other businesses are little more than brochures with the usual “contact us” for more information. And, even if you do fill in the box, how many times do you receive a response? I am always surprised when I take the time to give all the information for the company to contact me so I can become a customer or clients, yet there is no response… what a lost opportunity!

Most people though just click away if they can’t find the information they want… another lost opportunity!

Studies show that people only scan online text.

So, if you have complex topics, an alternative to giving information via the web page is required.  That means considering documents in PDF format, audio and videos or a combination. You aim is to help people with their decision making process in finding the best solution for their problem. You want to build trust that you have the depth, the expertise and can provide solutions to suit the client.

Before your visitors access your material, you can ask for their details. The amount of details depends upon your market and where they are meeting you.

Ask for too much and they will go away or give you incorrect information.  Either way, you lose.

The benefit of having information on your website is so you can follow up with additional information building up that all important trust. By adding details of your report, audio or video with a sign up box, you are now open for business when people stop by.

This also works for pre-paid services. The first time you know someone has visited is when you receive an email informing you that you have new funds. Isn’t that where you want to be?

To find out more about having a website that works for you, register for the F R E E teleseminar on Lead Magnets, 10th February 2010 at 7pm GMT and 2pm EST

Why have Lead Magnets?

Posted on 26 January 2010 | No responses

Whenever the market is tough, getting a steady stream of prospects to become clients and referring to you is more complex. It takes more time and I always refer to this as kissing lots of frogs to find your prince!

But, in the world where time is at a premium, marketing smarter than harder is required.

Enter:  Lead Magnets

A lead magnet is material produced by you giving information that your market is currently searching for. It sits on a web page and people can download whenever it suits them. So you see, with a lead magnet your business is open all the time! Even when you’re asleep, out with your partner or having a much needed break!

There are three stages to attracting more prospects and are shown in the diagram below:

Lead Magnet Creation

The formats available are document (PDF), audio, video or a combination. Your choice depends upon your market and the sort of services you offer.  For example:

• A law firm would use text and audio than video unless it is showing people how to fill in a particular form
• A photographer may be better to have a document and video rather than audio
• A recruitment agency may have multiple magnets according to whether they are attracting candidates or clients. For clients, they may find audio better than text. While for candidates, it may be both audio and video. But, this really does depend upon the topics shared.

The one format that builds intimacy faster is audio for the simple reason that people can hear you, your passion, your commitment and that builds the like, know and trust faster.

On the other hand, reports and videos enable you to explain complex topics. The length of each depends upon your topic but keeping it short so people can consume and want more.

Publishing – Which Web page?

You can have your magnet on several pages:

• Homepage
• A special page showing more information. Something like a sales page
• Added to specific pages as a supplement to the content

The purpose is to expose everyone visiting that page to your content and magnet.

You ask people for their email address, and more if that’s appropriate for your market, in exchange for the material. Yes, they can immediately unsubscribe once they have your information, and accept that there are some people who take all that’s on offer.  But, they may come back later when it’s right for them!

It’s having their email address that enables you to foster a relationship. It enables you to send them your newsletter, invite them to seminars or forward items that supplement the magnet information. Lead Magnets are integral to marketing your service business.

So we have two activities completed – creation and publish. Now, let’s look at the third element – Promotion.

Promotion

Even though you’ve created the material you know is wanted by your market, you still have to tell them it exists. And, this needn’t be difficult; it can just be a change in the way you promote your services now.

Add details onto your business card, email signature and forums and groups etc. This gives you an opportunity to offer value without being service led; without having to be there to deliver. Now you are open all hours and your promotions are geared to people having the material rather than making the sale.

Be clear before you promote your magnet, even before you create, just what you want to achieve and how you plan to do it. Then, it will be easy to follow up with people, building your reputation and making many more sales along the way.

Why Lead Magnets

This post opened with the market being tough but it is also part of the changing marketing landscape where the buyers search for independent, value-centred information prior to buying. They are less likely to accept sales oriented material as acceptable.

Lead Magnets make the intangible tangible. People are able to experience your approach, your thinking before having to risk paying for a service that doesn’t deliver or delivers with high costs attached.

By having lead magnets, you offer a no risk way for people to learn more about your services, your approach while enhancing your position as an authority.

To find out more, register for the F R E E Lead Magnet Seminar on 10^th February 2010 at 7pm GMT 2pm EST

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