Creating a Marketing Workflow

A strong content marketing strategy uses customization to engage your ideal customers and help you meet marketing goals. As a marketing team grows, things can slowly become a little "off".  The voice of your content may not be right, things may get rushed to meet deadlines, or a marketing idea may not align with your business goals. That is why we create different processes for generating better content more consistently. We call these processes workflows.

Workflow management can build efficiencies into your business, so you spend more time doing meaningful work rather than getting lost in minute details (or becoming a micromanager).

A workflow is simply a routine or recurring process used to get the best results in the most efficient amount of time.  It can be illustrated as a series of steps in a diagram or a checklist showing what needs to be completed and the sequence.

 

QUICK STORY: Designing an Efficient...

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Guest Blogging Marketing Value & Guidelines

Blogging in itself offers a wide array of benefits to your brand. Not only does it increase SEO, but it can also reflect your expertise to potential customers or clients.  Businesses of all sizes and across many different industries have found blogging to be a strong tactic in their content marketing strategy. 

 

What is guest blogging?

Guest blogging is the practice of writing an article or blog post for another company's blog. This is a way to build relationships, increase your authority, get broader brand exposure, and (of course) build backlinks for SEO.  Inbound links, also called backlinks, are a primary SEO ranking factor for search engines. Guest blogging offers an opportunity for you to write valuable content and link back to your own website.

 

Quick Lesson About SEO (Search Engine Optimization) 

Technical SEO Considerations:

  • The website must load quickly on all devices 

  • ...

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An Introduction to Content Strategy

Honesty. It's a word that so many of us claim to live by and be a reflection of our lives. And yet, business owners sometimes forget about the importance of honesty when promoting their brands. Marketing is often tied to the idea of stretching the truth, padding the truth or "making it sparkle" to sell something.  Business owners aren't trying to be dishonest people by marketing their brands. Rather, we have been taught by the Man Men era of advertising that we must "trick" people into buying things from us. 

Business Owners and Marketers: You have the power to end this ridiculous way of thinking starting here and now.  No one wants to be tricked into buying anything, because they end up feeling deceived and angry later. 

Our goal as business owners is to offer a valuable product or service to the people who want and need it. That's it. Authentic marketers understand this idea and we run with it by offering value using content marketing and content...

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Managing Your Marketing Campaigns

content marketing Sep 07, 2018

For many small and medium sized companies, the hardest part of marketing campaigns is simply managing all of the different pieces of the marketing mix. The first step toward organizing the potential chaos is to plan and schedule specific marketing campaigns.

 

Definition: A marketing campaign is a sustained effort to promote your product or service through a defined series of activities. 

 

What Makes for Good Marketing Campaigns?

A good marketing campaign follows a theme, and it includes a series of touch points through each channel. While I wish that a single marketing campaign was enough effort for someone to take action, but that’s not realistic. The average consumer can take anywhere from 3 to 21 touch points before actually making a purchase. Since there is so much noise in the marketplace, repetition of a message in different channels is important.

 

The American Express campaign of Small Business Saturday utilized several...

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Analyze and Adjust Your Social Media Campaigns

When you are promoting your business, social media campaigns are important to your brand awareness. Get guidance about how to write and schedule your Social Media Campaigns.  Once you feel confident about your plan, the final step in the process is to review and analyze what’s happened. Time to analyze and adjust.  The steps towards a successful social media campaign:

1. Research Your Social Content
Whether you are new to social media marketing or have existing channels, set aside time to research competitors content as well as your own. You need to take a step back to move forward.

2. Writing and Planning Your Social Content
Social media is not about throwing content out into the world and hoping that someone will read it. You are creating content that expresses your story, your business, and the value you bring to others in a focused way – under the umbrella of a campaign.

3. Process and Scheduling Your Social Content
This is the step when you decide...

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Writing and Scheduling Your Social Media Campaigns

content marketing Jul 03, 2017

Originally published in July 2016. Updated July 2019

Writing and Planning

We aren’t just throwing content out into the social sphere with the hope that someone will read it and be suddenly inspired to buy something, right? I hope that isn’t your perspective, because it’s a great way to fail.  You are creating content that expresses your story, your business, and the value you bring to others.

 

What is a Social Media Marketing Campaign?

When you have a specific goal for your marketing with a content theme, you are developing a marketing campaign. Consider all of the different ideas you have for your social media content: how-to posts, fun facts, inspirational quotes, FAQs, top 5 lists, etc. What is the purpose of these posts? Are there areas of commonality among those pieces? Those are your overarching themes or campaigns. When you take that concept and focus it on just social platforms it becomes social media campaigns.

 

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What is your Digital Marketing footprint like?

What’s in your marketing message? Does your target audience understand the value you can bring to them? Are you using a consistent message about your business throughout your digital marketing footprint - from website to social media presence and beyond?

All of your content—for marketing, sales, customer service, and anything else publicly available—is a reflection of your brand message. It should be clearly understood and provide value to your audience.  If you feel unsure about this, you are not alone. Branding and content strategy are not usually part of “how to start a business” education.

 

Your Social Media Footprint

Since social media began as “social” endeavor, as the name references, most of us have used it to connect with friends, family, and new people. However, using it for business is a different story. When you log in to Facebook, Twitter, Instagram, LinkedIn (or whatever platform) to promote your business, your...

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Email List Building Strategies: Part 3

This is the third part of the 3-part series about email list building strategies. Check out the first post about designing a powerful sign-up or opt-in form and the second post about 5 ways to get content clarity. The point of this series is to share some best practices. Rather than offering specific tools, I’ll let you decide how you’d like to implement these email strategies. If you know what you need from a software tool, then you don’t need me to tell you which one to choose.

 

Before jumping into the core focus of this post, I’d like to share a quick tip with you…

TIP: Try this promotion for a unique one-to-one targeted outreach

  • Web search for competitors who rank well.
  • Thoroughly read & learn from the sign-up experiences of the first 10 pages (do it incognito mode)
  • Look closely at the people who made comments on those competitor’s pages/posts
  • Create a list of all those people and reply to their comments or scrape their email...
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Email List Building Strategies: Part 2

When you’re trying to grow your email list to launch a new product, grow your brand reach, or increase sales, that’s when marketers throw their many “quick fix” list building ideas at you. Something you should know about Beckmann Collaborative and how we offer consulting work is that we support any magical “overnight success” expectations. It happens sometimes, but the reality is that it takes a lot of work and testing to get there.

This is the second part of a 3-part series about email list building strategies. You can read the first post about designing a powerful sign-up or opt-in form here. In this series, I’m providing the best practices rather than the specific tools because if you know what you need from a software tool, then you don’t need me to tell you which one to choose.

 

5 Ways to Get Content Clarity and Build Your Email Lists

This post looks at the types of content tools and tactics you can use to...

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Email List Building Strategies: Part 1

You’re trying to grow your email list because you are launching a new product or trying to grow your brand reach or increase sales. Email list building is the process of getting people to subscribe to your email list. This is a core element of success for many online businesses.

While searching for different strategies, you’ll come across a ton of ideas. If you’re anything like me, you may find these articles and blog posts overwhelming and sometimes biased toward affiliate partners. For these reasons, I’m breaking up the content into 3 parts and providing the best practices rather than the specific tools. If you know what you need from a software tool, then you don’t need me to tell you which one to choose.

 

Before list building begins, think about who you are targeting

  1. Do you have an Ideal Customer Profile?
  2. Who are your customers and where are they online?
  3. What causes them to trust and connect with a company?
  4. Step into his or her shoes and have...
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