Marketing

Your Customers Need Value, Or They'll Leave

You’ve heard of startups failing because they grew too fast, ran out of money, or failed to capture public interest. There are hundreds of articles out there that discuss these three common issues. The fact is that each of them can be traced back to poor sales strategies.

Startups often reach out for help with repairing their sales strategy. The best way to go about fixing the problem is to look closely at the way you’re talking to your clients. If you don’t talk to them in a way that grabs their attention, you’ll never get them to buy anything.

A Healthy Client Base is the Heartbeat of your Sales Process

Your client base is the quintessence of your company. As a business owner, you no doubt know that building a healthy client base is the key to your success. Without a steady stream of new, paying customers it’s virtually impossible to grow your business. Fulfilling your company vision relies almost solely on attracting clientele and keeping them interested in paying for your product.

A simple, step-wise approach is the best way to ensure that you attract new clients.

Making Your B2B Blog More than Just A Blur Of Information

Let's talk about pimping your blog.

Blogging has become a real social phenomenon over the past few years and for good reason. Besides being a great customer service tool, its ability to rank highly in search engines, attract swarms of traffic, create advertising revenue, promote services and generate sales has led to the growing importance of the blog as a business tool worldwide.

Simply put: there just isn't any way around it.

As books inform us of the past, blogs inform of the here and now.

So what makes a blog great?

Like most things in life, there isn’t really a one-size-fits-all approach.

One man’s trash is another man’s treasure, so yes, in some aspects it comes down to your target audience, as well as topic relevance. But wouldn’t it be great if one had a general recipe for success?

There might not be a one-size-fits-all approach, but below are a few of the most fundamental things one needs to keep in mind when hammering out that next blog.

Creative Lead Generation Approaches for the 21st Century Salesperson

Say what you like about sales, no matter how you look at it, the entire lead generation process is a tough gig. It's even more of a challenge when you're forced to rely on traditional approaches. When your days are filled with sending cold emails and painstakingly scraping together lists, it's hard not to feel despondent and demoralized.

The fact of the matter is that when you're going through the cold calling and cold email process, most of these people don't really want to talk to you. Sales can be somewhat of a lonely road if you're sticking to the old school script.

It's important to switch up your tactics and take a more modern approach. If you don't, you'll fall behind. It's time to reach your lead generation goals while adding value for your prospects. It's time to network and build relationships instead of focusing on the hard sell.

Don't Be Bland With Your Lead Nurturing Strategy

Much like a good dining experience has an enticing appetizer, embracing entree, and attention-grabbing dessert, a company's lead attraction and nurturing processes should be cleverly organized into a three-part, customer-clinching powerhouse.

It's your responsibility to ensure that you're serving up the kind of content that keeps the buyer interested and engaged at every step. You've got to put in a little extra effort to make your audience feel wanted and valuable.

It might come as somewhat of a shock to know that at least half of your qualified leads are nowhere near ready to make a purchase when they first convert. Another little secret: they're not going to budge if you stick to outdated selling strategies. Frequent sales calls are out of the question. Your aim isn't to become a pest but rather a trusted source of valuable content.

This is your chance to serve up some piping hot ToFu, MoFu & BoFu content. If you're not sure what that is, stick around and you'll find out.

The Death of the Infographic has been Greatly Exaggerated

They say a picture is worth a thousand words, and nowhere is that more true than in the world of marketing.

Many businesses create websites, hoping to attract more clients, but that is usually easier said than done. The internet is often referred to as the great equalizer, because no matter how good your product and service, on the web, you are competing with every other content creator for your audience’s attention. Over 211 million pieces of content being created every day and standing out from the digital noise is becoming ever more difficult.

Of these 211 million pieces of content created daily, more than two million of those are blogs posts, and according to some sources, the average time spent reading one of these articles is a mere 37 seconds. How much of a wordy blog post can people really absorb in 37 seconds?  

Getting It Down In Black And White - Why White Papers Are Still Necessary in 2019

Think white papers have faded into the grey? Think Again!

Called the “cornerstone report” in business industries, often highlighting benchmark moments in our industrial and financial evolution over the years, white papers have been around for the better part of the twentieth century and despite a few misconceptions they are in fact still in demand.

Why? Simple! There is just no better way to present well researched, in-depth information.

Hello, GoPinLeads Amphi

Hello, GoPinLeads Amphi

We have released a handy web-app which is available on any modern device including mobiles, tablets, and desktop PCs. With the new version of our tool, no installations are required. Users can instantly generate leads with almost zero effort from their side.

Growth Marketing is exciting and never stops changing

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Kiley Doll, Goodman Lantern

Growth marketing is exciting and never stops changing. Despite all the change, there are some basic ways to boost your Growth Marketing efforts. Growing your businesses means you’ll have more challenges and changes as you evolve. The real secret is to make solid habits from the beginning and build on them. If you take care to get your priorities in line, you’ll build a business with a strong, productive foundation.


Growth marketing is all about using great tools in a clever way. It also depends on the skill of the human using them. You and your team are the connecting pieces in the machine. Here’s what you need to know to break out of regular marketing and start your journey to being a great growth hacker.


1. Cross-channel excellence

Traditional marketers tend to stick to the channels they’re used to. From a growth perspective, this limits your potential. Growth marketers are always playing with new ideas and incorporating more platforms. Different channels deliver results at different times. 

Break out of your comfort zone and start trying out the channels you use less often. Find out how they can link together to boost your productivity. Remember that it’s not only about casting a large net to get your product out there. It’s also about arming yourself with the data you need to succeed.

2. Dynamic work ethic

You’ve got to stay mentally limber! Switching between tasks and the ability to see the big picture it essential. Your channels and tools need to work together as one organism that feeds your growth. You’ve got to have an experimental mindset, and be comfortable with change. 

You’ll have to experiment as much as possible to find out where your brand works best. You can try to form a guess from observing your competitors and base your initial strategy on this. The important part is being aware of the results you’re getting, and to keep trying new things all the time. Innovate, and you’ll be okay!

3. Big picture thinking

You need to realize that every channel has its drawbacks and process. The smart response to this is to develop a solid sales funnel. If you do it right you can limit drawbacks as much as possible. It’s a fantastic way to figure out which clients are at certain points in the sales process. The top of the funnel contains the people who are aware of the issue they’re having. They don’t know about your solution yet. They don’t know your brand, and they need your help to grow their business. The bottom contains the customers you’ve qualified and are ready to buy.

You have to pay attention to both of these and each step between the two to be an effective growth marketer. Usually, marketers begin by trying to convert those at the top of the funnel. It’s far more productive to target those further down the process. Doing it this way gets you more paying customers faster, and builds your repeat customer base. When you get this right, you can begin looking further up the funnel. Use your experience to pull those people deeper into the sales process. 

Have you heard people speaking badly about growth hacking?

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Raj Anand, Goodman Lantern

Have you heard people speaking badly about growth hacking? It happens more than some people realise. It’s a great approach to building a loyal following for your brand. Unfortunately, it can go horribly wrong if you forget the one most important part of the puzzle!

The actual reason your brand exists in the first place?

The core of your entire existence as a business?

It’s often overlooked because people get their priorities all wrong over time.

The most important thing in your business: Your clients!

 - More Than Actions
Sure, growth hackers measure everything. We know that the more you try, the more you learn. The way you interpret the numbers matters. Each data point is relevant. The problem is, that you’re actually learning from people. Data points can’t interact with you. Numbers won’t buy your product or care about your message. Don’t lose the individuals in a spreadsheet. They’ll notice and lose interest in you.

 - How To Ruin It
Being impersonal is a real turn-off. If the messages you send out to people aren’t in some way personal and relevant, you’ll lose your audience. They will stop caring if you obviously don’t care about them. Never spam anyone, and never bore your audience. 

 - Test The Water
Jumping right into the deep end isn’t the best approach. You don’t know what could be under there! Make sure you try every idea and approach on a small scale. If it fails in the worst way, you won’t lose your entire customer base with one poor decision. You should really be able to test ideas on a small scale without losing any clients. It’s all about how you do it.

 - When Hacks Attack
Great ideas can go wrong fast when you alienate your audience. If you have an annoying sign-up process, they won’t sign up. If you make canceling a free trial overly complicated, they’ll never try anything of yours again. You want people to like you, right? Never mislead your clients!

 - Don’t Be Dull
You always want to be remembered by your clients. You need them to think of you at the right time. Constant live notifications, posting too frequently, and irrelevant topics will hurt you. A fly trapped in your office while you are working is also memorable, but for the wrong reasons! If you overdo your communication, people begin to switch off.

 - A Time & A Place
You have to know when to hack, and when to chill. You can figure out how to judge this by doing small-scale tests. You’ll notice that copying someone else’s tactics will only work if it translates into your business. Play with some ideas and engage your audience. They’ll love you for it.

 - Care Or Lose
It’s easy to use a ton of hacks to get a list of subscribers, followers, or fans. If you want to keep them and get even more? Keep your heart engaged, and show them you care. Your care directly translates to your client numbers and sales. Keep them close, and always deliver value!

A whole lot of business fail and crash because of the same mistakes

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Kiley Doll, Goodman Lantern

A whole lot of business fail and crash because of the same mistakes. These are so common, it’s hard to believe that errors like this still happen. Growth hacking, when done right, grows the number of repeat clients. 

When people buy from you more than five times, it shows that you’re attracting and keeping clients. Every business has to examine if they are committing these three deadly sins:

- Nobody Cares

You are the only one who loves your idea. You alone see it’s full value and potential. If you can’t communicate that vision and create demand for your product, you will fail. Nobody else cares yet. 

Startups have failed because they spent time and money on a product that nobody wants or needs. It’s impossible to sell something nobody wants. The wisest way to approach your product development is to test everything. If you find an aspect doesn’t work or isn’t wanted, fix the issue. In short, start by actually being valuable to your clients.

- Try New Things

Growth Hacking is all about attaining stability in your business through growth tactics. Some businesses think they have to put their entire budget into growth hacking. Many of these go out of business. You have to budget for your growth in a strategic way. Put capital aside to cover the cost of changes and supportive strategies. 

It’s better to prepare your business for success from many angles. Stay true to the Growth Hacker ethos of cross-platform excellence. You can have more than one solution if they work well together. You’ll discover which avenues fail, and have others to fall back on that work better. Test everything.

- Go Big or Go Home

Every businessperson wants to reach the levels of the big corporations of the world. It’s normal to crave the top prize, but must be done right. If you expect viral status right out of the box, you will be disappointed. 

You have to set steady, reliable goals for your growth. Realistic, attainable steps allow you to track your growth and maintain forward momentum. Reach smaller milestones more regularly. Continually experimenting with the best approach will keep your business alive.

Do you really understand growth hacking?

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Kiley Doll, Goodman Lantern

Do you really understand growth hacking? Could you explain it to a total newbie? Some people avoid growth hacking because they’ve been misinformed.

There’s a whole lot of nonsense going about that distorts what Growth Hacking is. Here are five of the most common ones:

 - Growth Hacking = Marketing
Growth Hacking and Marketing both focus on growing businesses. Marketers use marketing tactics and strategy to promote products and brands. Growth Hackers involve themselves in every facet of their business. They focus on the relationships between products and clients. Growth Hackers are on a mission to improve and perfect every part of the business. They want clients to love every part of their experience with their brand.

 - Growth Hacking Is All About Coding
It isn’t. It definitely helps to have an understanding of coding, but Growth Hacking does much deeper. Repeated experimentation, changing tactics, and constant refinement is what it’s all about. If it doesn’t work, do something else. 

 - Bigger Businesses Can’t Growth Hack
Every business has to constantly grow and evolve. When companies stagnate, they disappear as their competitors leap at the opportunity to disrupt their status. Obviously then, every company will benefit from Growth Hacking. It’s all about making clients and their friends love your business. 

 - Growth Hacking Always Works
There are a lot of people out there promising seemingly magical results by using Growth Hacking techniques. Growth Hacking is not magic, and requires a lot of work and strategizing. Growth Hackers work hard to figure out what works, and even harder to keep trying new approaches. 

 - One Growth Hacker Is Enough
Some companies hire a handful of Growth Hacking experts and expect amazing results. That’s not how it works. A company culture of constant experimentation and change, steered by experienced leaders is key. You need to create a company culture of growth hacking and refinement.

Video Fruit's Awesome Sales Funnel

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Kiley Doll, Goodman Lantern

Video Fruit have nailed their sales funnel. It's a simple, effective way to drive sales that has delivered awesome results. Their email list had 13,528 subscribers when the course went live, and used no ads or affiliates in the launch. The course took 90 days to create.

 

Video Fruit used 4 Steps to make their project a success:

Phase 1: Find a Topic

Video Fruit used four steps to figure out what their course should be about:

1: Think about what has gotten the best engagement. Which of your blog posts, videos, or podcasts have gotten the best responses?

2: Which content upgrades have gotten the most attention? If your subscribers gravitate towards certain topics, focus on those.

3: What themes have grabbed the most attention? Check out your most popular posts and figure out why they work so well. Find the common thread.

4: When you know what people want the most, you can begin to craft an awesome product hypothesis.

Phase 2: Collect Payment First

Now you know what people are eager for, write a description of the course based on your hypothesis. The next phase is to see if they bite! You need to be productive with your time. Make sure people will pay you for the course before you build it.

It's easier than you think:

Step 1: Select a small group of your email subscribers based on the most interest in your topic.

Step 2: Offer them a sneak peak into your course outline and ask them for their opinion.

Step 3: When they get back to you with interest in the course, send them the pre-registration link right away.

Step 4: When 10% of this test group pre-register for the course, begin building the course. If fewer responses come back, adjust the hypothesis based on your subscriber's feedback.

Remember that you can use every response to perfect your product hypothesis. This way, each of your hypotheses will be more polished and attractive to your customers. Your hypothesis will be the base for your sales letter, so this process is very important.

Phase 3: Create the Course

When you've reached your target 10% pre-registrations, you can start building your course:

Step 1: Choosing between the two types of courses:

-  Reference Courses - Students can move through the course, using only the info they need. This is the most popular model.

- Specific Path Courses - The opposite of reference courses. You follow the course from beginning to end with no free navigation. These courses promise to deliver a specific result and show you the steps to succeeding. This type of course helps students stay focused, use their new insights, and be successful.

Step 2: Choosing a Name

Choosing a name can be tricky! Here are some steps Video Fruit use to choose names for their courses:

- What type of course have you chosen? Specific Path courses need to have a very specific name.

- What courses have you bought or almost bought? What were the names of the courses?

- There are four questions you have to ask yourself about each name:

- Do you like the name?

- Is it brief and to the point?

- Can you adapt the name to fit your course?

- Will people immediately know what it's about?

Step 3: Naming Your Course

Now you can name your course, using all the insights gained through this process.

Step 4: Create a Storyboard.

Now is the time to develop your content. You must decide on which strategies to teach. You'll also need the course structure, and how many modules you'll include. You want to give each student a minor moment of success to help them get motivated for the course. Ask yourself:

- What will the course achieve?

- Which milestones will each student go though?

- What is the best way for your students to reach these milestones?

Step 5: Create the Content.

It's now time to start creating the content for the course.

- Your Milestones become your Modules. Renaming milestones is the quickest way to name your modules.

- Your Action Items become your Lessons. This is the best way to ensure you're covering everything you set out to. Be sure to keep your lessons to a manageable size.

Step 6: Set Up Systems

Once you have completed the first four steps, it's time to set the course up. You want it to look great and work well.

Step 7: PAS Boosts Sales.

Don't jump in and start talking about your product. Instead, you want to make sure that your clients understand three key points:

- Problem: You have to explain the problem you wish to solve.

- Agitate: Expand on the problem and show how deep the issue goes.

- Solve: Offer a solution to the problem you've identified.

Step 8: Keep Hyping

You want to keep your subscribers interested. Staying top-of-mind is essential. A great way to do this throughout the registration period is to keep offering more. You can offer discounts, added freebies, or useful links and tools. Include a deadline to motivate your subscribers to grab them while they're available.

 

Automating Sales Prospecting Emails

Raj Anand

Raj Anand, Goodman Lantern

Does writing sales emails take a lot of time out of your day? Each prospecting email can take around ten minutes to write. Wouldn’t it be better to make the process a lot faster?

Analyze Your Mails

Carefully reading through your sales prospecting emails is the best place to start. Find the personalized aspects of your email, and try to automate them!

- Avoid being too personalized - it’s a waste of time.

- Find the personalized sections and analyse them.

- Search for data that could replace the section entirely.

Using the Data

It’s important to ask the right questions to make sure you’re making the best decisions:

- Question 1: Can the personalised section be replaced?

- Question 2: If not, can company or personal data be used instead?

- Question 3: Ifdata not, can a range of data points be combined?

- Question 4: Is it possible to find the data quickly?

Once you have worked through the process it’s time to edit your emails and add in the personalized aspects of your mail. You’ll save time, send more emails, and get more responses as a result!

Google Analytics Tips - How to Stop Screwing Up

Kiley Doll

Kiley Doll, Goodman Lantern

Google Analytics is far more complex than it first appears. You will likely discover lots of limitations of the system. The good news is that you can avoid the biggest mistakes by following these beginner tips.

 

1. Business Questions

Google Analytics is best used to answer complex and important business questions. The best analysts aren't experts at using the tool. They are the ones capable of using it to answer business questions and find valuable answers.

2. Go for Goals

Google Analytics isn't helpful without setting goals. The tool offers the option to create these for yourself. By doing this, you'll be able to track your numbers better. Once logged into the tool, click Admin, choose your view, and click Goals. Select +New Goal or import one.

3. Strategic Event Tracking

Google Analytics Events improve understanding of traffic and goal analysis. You'll be able to understand what visitors to your site are doing. You need to know what the important interactions are, and how they relate to your business goals. What do you want people to do on your website? What can you improve?

4. Redefine Bounce Rates

It is not always accurate to assume that high bounce rates are negative and low bounce rates are ideal. Bounce Rates are single interactions with your site. Not someone landing on your page and leaving. You can set up interaction, and non-interaction events - each has it's own benefits.

5. Using Funnels

Goals and funnels go hand in hand. You can organised funnels to follow the steps your users take. You can discover the spots where people "fall off" the path. Using these insights helps you to fix the faults in your conversion funnel.

6. Horizontal Funnels

These form part of Google Analytics Enhanced E commerce set, and allow you to learn even more. With access to these funnels, you can customize your outputs. Classic funnels have limited abilities. Horizontal type funnels offer far greater insights. You can even filter then to deliver the desired results. The Enhanced E commerce offering has useful features that will improve your analytics.

7. Boost Testing Tools with Google Analytics

A/B Testing is vital, yet testing tools don't always give the full story. Your tools may not be untrustworthy, but may not offer every possible insight. Integrating tests with Google Analytics lets you see what users are doing in more detail.

8. Custom Segmentation

You need a deeper look into your Google Analytics. Averages are unreliable and never show the full picture. You need to dig deeper to find the answers to the more complex business questions. Creating custom segments is helpful for gaining a deeper understanding of your data.

9. RegEx Rocks

RegEx is shorthand for Regular Expression. It's a way of expressing search strings and patterns with symbols and characters. It helps you create filters, create unified goals for different pages, and hone your funnel steps.

10. Custom Reports

Using custom reports is a great way to boost your use of Google Analytics. They allow you to build reports & dashboards into the interface. Custom reports are easy to make, and boost the usability of the tool.

11. Automatic Reports

Automating tasks that repeat often is the most productive way to run your analytics. You'll need to use a different tool, such as Google Sheets or Data Studio. Combining Google Analytics API with Sheets offers better mathematical capabilities. Data Studio offers ease of use.

12. Improve Your Site Speed

You'll convert more an optimized site. Make sure it works across all platforms including phones, tablets, and browsers. Users will leave your site if they don't have a smooth experience.

Running Browser & OS reports shows your conversions, bounces, and more for every browser. Page Timing reports show you the speed of your site, allowing you to find slow areas.

13. Use Views

Companies often set up their Google Analytics views in different ways. Use these three views right off the bat:

Raw Data View: This should remain untouched as a benchmark for your other views.

Sandbox View: Test out settings before converting them into  permanent Master View.

Master View: The completed and finalized versions of your Sandbox View.

14. Accurate Implementation

Companies need reliable data that can be completely trusted. To ensure you can trust the results you're getting, it's best to do an audit of the tool. Being critical and asking key questions will result in accurate readings.

15. Sub- and Cross-Domain Tracking

You need to stay on top of your cross-domain and subdomain tracking. It will help you get the an accurate idea of how customers use your site. Tracking in this way is an important step in ensuring your analytics are accurate. If the customer journey becomes segmented, your insights suffer.

16. Audit your Campaign Tracking.

Campaign tracking is vital for marketers. You need to know where your results are coming from.

Google Analytics uses five different UTM tags to do this. Medium, Source, Campaign, Content, and Term. The Medium & Source tags are default. The Campaign tag tracks marketing campaigns. The Content tag distinguishes between the various campaign versions. The Term tag shows the paid search keywords that resulted in clicks.

17. Custom Dimensions.

Dimensions describe your data, and there are many built into the tool. Using Google Analytics at a higher level requires custom dimensions. This is vital for measurement strategies. Custom dimensions help to combine data from Google Analytics with external data. It's necessary to use phone call data, firmographic data, and other specific info.

18. Calculated Metrics

This is a great way to improve your experience of using Google Analytics. It allows customization of analysis and measurement functions. Calculated metrics can be set up if the data is valid and accessible.

19. Filters are Your Friends

Focused data wins over broad data every time. The more you analyse the numbers, the fewer distractions you will encounter. Filters are useful for removing the noise that can get in the way of the data you need to analyse.

20. Use Custom Alerts

Alerts can be set up to track almost any variable. The most common uses are detecting dips in traffic, revenue, and conversions. It's useful to detect broken pages, and even more complex variables.

21: Avoid Sampling Limits

Google Analytics uses a random selection of your data instead of the full set. The accuracy of these samples appear in the right-hand corner of the report screen. Taking your risk profile into account, sampling may not be an issue for you. If it's causing challenges, there are some workarounds you can use:

Online Metrics suggests these 8 solutions:

- Adjust Your Data Range

- Use Standard Reports

- Create New Views with Filters

- Reduce the Amount of Traffic per Property

- Sample Your Data by Modifying Tracking Code

- Use Google Analytics API

- Use Google Analytics Premium or Adobe Analytics

- Use BigQuery

22. Analyze Data in R

Learning a language like R is super helpful. You'll move past data sampling and learn to produce awesome visualizations. You can also create automated reports, run complex models, and interactive Shiny Applications.

23. Content Ideas with Site Search

If you have a search function on your website, you can use it to find out what your readers want to read about. Using this info, you can create content that meets the demands of your site users.

24. Integrating Pre- and Post-Purchase Data

Combining your pre-purchase and post-purchase data is vital. You'll gain a full understanding of your client's interactions. Run your CRM data through the tool and export all the data to an external database. Then, you can get the whole picture of what your clients are doing.

25: Attribution Models

Attribution helps to answer the question of how well a company's resources are being used. Models reduce the complexity of this task. Time-to-purchase and touch-points to conversion help you figure out if you need attribution. The tool offers attribution models to assist in the process. Each also offers different insights.

 

PR that actually works: FOUNDER-LED PR

As business people, we find ourselves navigating a somewhat unfamiliar landscape of disruption. The rise of digital media and social networks has us all clamouring for new (and better) ways to turn ideas into successes. In this new age, PR is crucial not only to your start-up but to your professional image as well.

In my information scouting ventures I found a great video published by Stanford Online, in which Sharon Pope, Head of Programs and Marketing at YC Continuity, gives a great walkthrough on how to think about PR and work with the press. (You’ll find the video on Youtube)

We all know how important PR is. We also know that PR and product innovation go hand in hand. While it’s entirely possible to drum up media hype and score some interviews in prominent magazines and on popular websites, this content isn’t going to guarantee your eventual success if your product isn’t “amazing” enough to warrant that kind of hype. Having faith in your product is the first step in a powerful PR program.

Start-up founders are quick to search for outside services, and PR is no different. Founder-led PR, however, is a better way for start-ups to create a PR program that packs the right amount of punch. While it’s true that PR firms know their way around what’s relevant in the news, as a founder, you have something the media wants: the real inside scoop. Reporters want to hear from founders; this is the end-spokesperson for them. Establish a direct line with reporters and you’ll find them coming to you further down the line when they need a subject matter expert in your domain. It’s a mutually beneficial relationship. They can be your voice in the media and you can be their fountain of niche information when they need it.

Hiring an outside PR firm can deprive you of the process of defining your own business and simplifying your message. This is the foundation of your brand identity, and tackling the process internally will be invaluable in every aspect of running your business. Building up an internal PR team that knows your message is a more effective and affordable way to connect with the media. You could pay tens of thousands of dollars in monthly retainers to outside PR firms before getting a single story out there; which isn’t necessarily the best use of start-up funds.

 

Here are 5 simple steps you can focus on to make your founder-led PR program a success:
 

1. Develop Your Company Identity

- What do you do?

- Who is your ideal customer?

- What primary problem are you solving for your customer?

- What is your KPI? How is it growing?

- Do you know who your competitors are?

- What makes your product better than that of your competitor(s)?

- What are your plans for the next year?

- What made you uniquely qualified to start your company?
 

2. Define Your Business Goals and Discover Your Audience

-  Do you want to finance growth?

- Do you want to recruit the best talent?

- Do you want to land strategic partnerships to foster growth?

- Do you want to drive product trials?

- Do you want to secure a research grant?

- Is your audience investors, potential customers, or potential partners?

- How does your priority audience get their news?
 

3. Discover Where You Want Your News to Be Read

- Which top 5 reporters write articles that gel well with your image?

- What stories do your top 5 reporters write?

- What angle pushed these reporters to write?

- What angle are you looking for?

- Can you find a connection to them? Is there a way for you to get an introduction through someone?
 

4. Know What to Say and Where to Say It

- Do you want to share news about your product launches, fundraising, metrics, big hiring announcements, or stunts?

- Do you want to share insights on non-company related news such as politics, new market innovations, contextualizing other company announcements, or general entertainment?

- Do you have a way to contact reporters to pitch your ideas?

- Do you have a blog for reporters to click through for reference (don’t add email attachments)

- Do you want to give a particular reporter an exclusive scoop for their eyes only?

- Are you taking an embargo approach and contacting several reporters with a pre-brief?
 

5. Be a Valuable Source of Information

- Are you keeping an eye on Google Alerts and RSS Feeds for news?

- Are you watching HARO (Help a Reporter Out) for potential news stories?

- Are you searching Twitter for #journorequests and #PRrequests?

- Are you participating by sharing your opinion on articles that interest you?

- Are you giving your real thoughts instead of shameless self-promotion?

- Are you participating in Q&A sessions on Quora and Reddit?

- Are you creating your own content on platforms like Medium or your own blog?

 

Developing your own PR strategy is an important part of establishing your brand. When you break them down, these 5 steps are completely achievable. It’s all about taking the right steps and being thorough in your approach.

10 tools to make you look bigger and a global brand

Being a small company has its upsides, you're agile and fast, and you don't have endless red tape and bureaucracy. Although, being big has one advantage: increased credibility in the eyes of many consumers. So how can a small company appear bigger than it is, here are 10 great tools which will make you appear much bigger. Part of fake it till you make it: 

  1. Answeramerica.com : Phone answering service based in the US but you can forward calls from all across the world. Only costs $1/call and no monthly fee
  2. Skype.com Number: Get local numbers for most countries. Forward the number to AnswerAmerica.com if you can't answer them. 
  3. Freeconferencecall.com: Free conference call facility with dial in numbers for most destinations. Why pay $15/month on conference call facility if you can get it for free? 
  4. Webpagetest.org: Big companies have faster websites. Website Speed tester allows you to check how quickly your site loads up. 
  5. Cloudflare.com: We expect big companies to have their website online at all times. Now you can do this by using Cloudflare, which keeps (a cached copy of) your website online even it's down. 
  6. Google Pagespeed : Allows you to find ways to optimise your website and loading speed
  7. Canva.com: Design is the first thing your customers see when they visit your website. Canva makes the process of designing web and print effortless.               
  8. Squarespace.com: Developing quality websites, which look fantastic, mobile ready and completely hosted. 
  9. GoPinLeads: To get more sales you need to connect with people in your industry. Effortlessly creates local leads of physical businesses. Full disclosure: We developed this tool. 
  10. Commissioncrowd.com: A global commission only sales force           

15 free online tools for marketing and sales professionals

Our 15 top recommendations for anyone within sales and marketing to improve their productivity and improve customer acquisition. 

 

1. aytm.com   Conduct Primary Surveys with a panel of 25m people
 2. profound.com  Purchase research by chapters from 200 research publishers
 3. companycheck.co.uk   Check who is the director and address of a UK company
 4. spyfu.com     Find competitor's SEO / PPC strategy
 5. semrush.com   Keyword analysis of competitors website using Google Adwords
 6. www.domaintools.com  See who owns the website
 7. BuiltWith.com     What technical tools the website is built using
 8. rapportive.com    Verify emails right into your gmail
 9. voilanorbert.com    Find anyone’s email addresses
 10. freeconferencecall.com   Free global conference call facility
 11. answeramerica.com   Inexpensive phone answering service
 12. ninjaoutreach.com    Find influencers in your industry
 13. onalytica.com     Find influencers for the article you have written
 14. numbeo.com     Compare eco-social conditions between 2 cities
 15. copyscape.com    Review where is the content copied from