For Empowering Female Entrepreneurs

Helpful Marketing Tips

How to Target Your Niche

Watch as Kim explains how to narrow down and find your niche market so you don’t waste time, energy and money! Learn about the Long Tail as well!

 

What a Call to Action is and Where it Goes

target with Action on it

A Call to Action CTA is simply an action that you are requesting of whomever is ready, watching or listening to your content. And it needs to be located on each page of your website where your prospect will respond best. Respected marketer, Paul Boag, offers some useful tips on using things such as colours, specific words and sizing. He also suggests each page on your website should have its own CTA. There is no point in having what Boag calls a “dead end” for the user. You always want to lead them somewhere into your marketing funnel or at least lead them to another page on your website, if not a direct call to contact you.

Each page of your website should have a reason for being there – to lead your prospect to do something. Tweet This!

Now, this really depends on who they are when they get to your website. How do people usually end up at your website? Have they come via some of your offline marketing efforts, or perhaps from a referrer website partner? Are they warm, cold or hot? As kissmetrics.com explains, if your market is going to your website already loaded up with info (such as brochures, flyers or other promotional material) and they just want to sign-up or buy (or whatever your Call to Action is inviting them to do), then have your Cal to Action at least above the fold. (This fold is the visible real estate that is on the screen – without needing to scroll – when someone lands on your web page)

If your prospects already know you a little, but may need more information before they take action, perhaps some reassurance or other way to build up trust, then have the CTA below the appropriate amount of good, solid copy that speaks directly to them. If they are coming in cold such as landing on your webpage from a generic search on Google, and know very little, or nothing about you, don’t turn them off with a command to do something until they get to know you, like you and trust you a little. Again, provide them some solid reasons to respond to your Call to Action by speaking directly to their problem or concern and offering a solution.

Finally, unbounce.com shares that you can repeat your CTA if you have more than one type of visitor coming to your page. Or you can put just one at the bottom of a long sales page, since a lot of people are used to scrolling and may just scroll right to it, once they are convinced, but whatever you do, don’t hide it and don’t put in too many Calls to Action on your web pages!

Since we are big fans of Powtoon at Purple Lioness Marketing, here is one of their short and simple videos explaining how you can create 4 types of Calls to Action in an animated video – for example, using Powtoon :)

10 Tips for Stellar Videos

video-camera-movie-clapboard-retro

Hopefully, you realize how crucial it is to use video online. If not, and you landed here by mistake, do read our post on the 5 reasons to use video. If you’re already a believer, we salute you! Read on.

 

  1. Use the K.I.S.S. principle. Keep it simple, short and sweet. Attention spans are not only shrinking, down from 12 seconds to eight, but Canadians are also finding it a challenge to stay focused. The result – keep it short to improve your chances it will be watched.
  2. Have a clear goal such as solving a problem with your product or showing the benefits (not just the features) and keep it focused. Be sure to define your goals ahead of time and, as with any marketing, have a strategy in your video to achieve this goal clearly.
  3. Plan, plan, plan. As this article on Mashable says, “Take the time to write!” Don’t just find a camera and wing it. Try to be original, concise and to the point, and plan it out so you can be sure that you include only what is absolutely necessary. This leads to the next item.
  4. Prepare a script – write it out and use a teleprompter or memorize it. Scripts are necessary unless you are a natural concise storyteller. If the budget allows, get an outsider to help unless you really know how to succinctly and accurately speak to your target market.
  5. Along with a great script, you should use a professional voice/narrator unless you have a gift for expressive, welcoming or an otherwise appropriate voice for your promotion. Having a video that has less than perfect or even just minimal visuals can be overlooked, but if you can’t clearly hear what is being said, you’ve wasted everyone’s time and perhaps lost a potential customer! As BrandDignity says, “If you can’t afford to have a professional to at least edit your footage correctly and properly place your voice-over, wait until you do.” (Bolding is ours)
  6. Good lighting is crucial if you want to look like a pro. As reelseo says, the wrong type of lighting that is throwing too many shadows can make you “look kind of sinister, like the un-dead!” Try to appear with natural light shining onto you, not from above, but in front of you to avoid shadows and dark spots.
  7. BrandDignity also shares that you don’t have to “be the star of your videos, you can provide pictures and clips or screen grabs” to get your point across. This can be more interesting too, unless you are a natural on camera.
  8. Since buying is “an emotional decision,” consider recording video testimonials letting others toot your horn! Use social proof to your advantage and let them sell for you for free!
  9. Try to keep your content “evergreen” meaning it isn’t time sensitive unless you have a particularly seasonal item. In this way, you get more bang for your marketing buck according to econsultancy.com.
  10. According to a video with Ann Handley, having a call to action to “drive business is crucial and often left out of marketing videos. Engage your clients or potential clients with a call to action. This can be as simple as inviting them to leave a comment (as long as you have the manpower to monitor them) or to call or email you or just click a button in the video to do so. The Next Web suggests adding, “unobtrusive annotations” throughout the video to engage users even more. This is especially helpful if you have other video content or more information on your website or other online channel.

Basically, you can’t go wrong if you have a good time and have a point. Make your message count! The following is a good clip if you are determined to do it yourself!

 

Social Media for Success

social network globe

Unless you’ve been living on a deserted island, you have heard the term Social Media and likely have some ideas about what it is. While this isn’t a lesson on Social Media, let us loosely describe it with regard to how we mean it for you: an online platform where you are able to connect with the public in a two-way conversation, to “create and share” or otherwise communicate in a social or online community network, whether in a synchronous (in real time) or asynchronous (not at the same time or real time) environment.

Now that we have that out of the way, what does this mean for you, someone who wants to reach their target market effectively and efficiently online?

First – here are some statistics from Jeff Bullas:

  • 72% of all internet users are now active on social media
  • 18-29 year olds have an 89% usage
  • The 30-49 bracket sits at 72%
  • 60 percent of 50 to 60 year olds are active on social media

Bullas wants us to recognize that, “The paradigm of social media only being used by the younger generation should be put to rest now.” This is good news for you if your market isn’t teens or young adults. If that is your market, you’re in luck – they are online in droves!

Next, we go back to our idea of finding (and knowing) our specific niche market. Remember to create, or at least have in your mind, your target client persona and imagine where he or she would hang out online. Explore some of the social media platforms to see if your target client seems to be there. This may take some time, but time spent now will save you wasting time in the future.

If your target client is likely to use Facebook, for example, note that:

  • 47% of Americans say Facebook is their #1 influencer of purchases
  • 70% of marketers used Facebook to gain new customers

This would let you know that creating a Facebook page for your business and creating relevant content on it would be a worthwhile investment of your time. As long as you (or someone on your team, or someone you hire) will put the time into creating/finding and posting relevant items. Your aim should be providing “Engaging, shareable, and actionable content.” As socialmediaexaminer.com says, include a “steady dose of social media along with email and other marketing strategies.” This doesn’t mean create a Facebook page and then leave it alone, expecting people to come running to your literal or figurative door. They also say that Facebook captures a large majority of people online in comparison to other social networking sites.

If you don’t find, or don’t think that your ideal client spends time on Facebook, then you’ll have to look at other social media networking sites. As of October, 2015, the following are the most popular Social Media sites according to ebizmba.com: Facebook, Twitter, LinkedIn, Pinterest, Google+, Tumblr, Instagram, VK, Flickr, Vine, Meetup, Tagged, Ask.fm, MeetMe, and Classmates. For direct links, check out their post with statistics!

And since we LOVE video here at Purple Lioness Marketing, here is one that offers insights into the 2015 trends in social media marketing:

 

5 Reasons to Use Video

Pyramid With Up Arrows Showing Growth And Progress

You may have heard that video is a good or useful thing to have on your website. You may be thinking “I really should get to that one of these days.” Or you may think it is a gimmick put out by people with a vested interest in video production or video equipment. Let’s set the record straight and give you the goods on why having video is so important for your website. Hopefully, knowing the solid reasons behind the idea of video may finally get you to make it a priority, thereby boosting your sales, credibility, visibility, or all three!

Here are 5 key reasons that you need to use video online. Not only on your website, but in your social media feeds as well.

 

    1. According to a white paper by technology giant, Cisco, video will account for 69% of all consumer internet traffic” by 2017. As reported by The Guardian online, you’ll be easily left out if you don’t include video as part of your digital marketing program. We are in an age where the public wants to be entertained while they’re being educated, and technology is so prevalent that the appropriate delivery devices are at our fingertips practically 24/7. Purveyor of all information monied, Forbes online says that video is the way of the new economy, especially for “for small businesses and brands to communicate online.” If you think about yourself, the people you know, and your own clients, wouldn’t most people prefer to watch a short, engaging video than read a text article? It makes sense to give people what they want.

 

    1. Opportunities for widespread global reach are also within your grasp, since video is becoming more global and your video has a more likely chance of spreading than say another email or newsletter post. Remember, the key is to inform, entertain and engage your viewer though. Don’t try to sell to them if you seek viral success. For more tips on how to improve the likelihood of your video going viral, business.com offers some valuable information. If you want to go even deeper down the rabbit hole, Larry Jordan gets very specific on how to optimize your youtube videos. If you enjoy watching videos and want to hear from a trend manager at youtube, Kevin Allocca shares in his TED talk some of the keys to virality below. Even though it is a TEDyouth talk, it’s interesting while being entertaining. What a concept!

 

    1. It can be easy and cheap to create your own videos, especially with new services such as Periscope or Fyuse, more established ones like Vine or simply post a video to Facebook that you take using your smartphone. But be careful. Depending on your target market, quality and substance must lead the way. You don’t want to post a shaky video you took in a dim room if you are trying to sell high-end sports cars. You still need to appeal to your clients appropriately, so don’t use video somewhere if it doesn’t fit your demographic. If your clients aren’t using Twitter, don’t post video there, even if it is easy and free!

 

    1. A leading marketing blog shares that sending out an email that includes video, means that your clients are two to three times more likely to open your email instead of hitting the delete button, or worse, unsubscribing. The blog goes on to say that a study showed that “enjoyment of a video increases purchase intent by 97%!” That is NOT a number to sneeze at. What are you waiting for?

 

    1. It is much easier to connect emotionally with your client, or potential client, through video than with a simple text page or a few well-placed photos. It’s also more likely that you will convey the right message, since text alone can sometimes be misunderstood. Groove shares how much easier video content is to understand correctly and often in less time than it takes to write/or read about the same content. Plus, you’re throwing out a wider net to capture more learning styles than simply reading alone. While it can be challenging to reach a “tactile” or “kinesthetic” learner, you can engage those who like to read, listen or watch information using video, especially if you include a short transcript below it.

With youtube reaching over 1 billion unique visitors each month, it’s time you started taking advantage of this free service – get there before your competitors do.

5 Reasons Niche is Crucial

customer survey

You may have heard that knowing your market “niche” is important. In fact, it is a very critical component of your marketing plan. If you don’t know specifically who you are trying to reach and how exactly you can help them, you simply end up wasting a lot of time and money. So especially if you have limited resources, pay attention, and refine your target market! Before we give you our reasons, let Bernadette Doyle explain what a Niche is and how you can find yours:

Now, here are some reasons why Purple Lioness believes marketing to a niche is so critical for you:

 

  1. It will be easier to get their permission for future sales or to respond to your call to action. If you speak directly to your market, knowing what is inside their heads, then they are much more likely to trust you and believe in what you have to say. When you speak their language, addressing them in ways that hit their hearts, then you are more likely to create rapport with them, allowing the space for them to give you permission for gaining more and more of their valuable information. Valuable, because the more you know about them, the better you can speak directly to them.
  2. You can simplify your website plan if you know exactly who they are and exactly what they want. If you know why they are coming to your website and what they expect to find there, it is much easier to prepare your website to suit them perfectly. If, for example, you know that they are coming with some information already and are really just seeking pricing or shipping information, then you know to make that prominent on your home page, or at least don’t make them dig and search for it – or else they will leave.
  3. You can simplify your copywriting if you create a persona. As Jay Baer says, Remember: you are not your audience.” Instead of being unsure about what to say, if you can get inside the head of your market, the specific ideal client, then you will know exactly what they want to hear. Imagine trying to write effective and convincing copy if your market is just all women or even adult women between twenty and eighty. If you don’t know their level of education, if they have children living at home, or what some of their problems are that keep them up at night, you will be hard pressed to speak to them in a language they can absolutely relate to. This exercise then becomes hit and miss, at best. Once you know what is on the mind of your particular narrow segment of the market, such as where they gather online, there will be no more wasting time on copy that doesn’t speak to your audience and hit their exact pain points. Plus, once you locate where they hang out online, you can more specifically target your messages to them.
  4. Be consistent with all aspects of your online presence – including social media. Make sure everything you do or say on your website (and online elsewhere) will work for that persona. Don’t just focus on your website presence, remember your target client (name her or keep a “photo” of her on your office wall) and speak directly to her when you do anything online related to your business. Think, “Will she respond well to this? Don’t worry, others who are not in this niche will still come to you if you offer a service that they want. Or you can add a wider variety of services, once you are solidly known in this niche.
  5. And finally, you should keep doing it because, as the experts at marketingprofs.com say, keeping on top of what is going on with your target market will help you know “what current clients like, what former clients hated, and what potential clients are looking for; you can then hone your messaging to appeal to those various groups.” We couldn’t have said it better ourselves!