Tag Archive | "Successful"

Why the Best Writers Aren’t Always the Most Successful

Have you ever noticed that the really marvelous writers — the ones who think carefully about every word, who can…

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Successful CEOs Understand The Customer Journey

Ryan Deiss is the co-founder and CEO of DigitalMarketer, a highly successful online community and learning platform for digital marketers. Ryan recently talked about the challenges of going from founder and Chief Marketer to CEO and offered some great advice for those of you who are in the process of building a company. Below are some highlights from a recent podcast:

You Were the Rainmaker

Any successful founder who now finds themselves as a CEO, or if you’re a CEO who came up through the ranks, it’s because more times than not, you were the person who could make the cash register ring. You were the Rainmaker. You could by just own force of will dig in there and make the sales happen, which is why as your team grows it’s very hard to turn that off.

As a founder, even if you don’t enjoy marketing, you’ve got no choice in the early days of your business. Your first job is to create the product, and then as soon as it exists, even if it’s kind of crappy, it’s like okay we’ve got to sell this thing.

If you’ve experienced any success whatsoever as a founder, as an entrepreneur, a small business owner, congratulations! It’s because you’re a marketer and it’s because you’re pretty good at it. Turning that off and handing that over to someone else is one of the more difficult things I’ve had to do in my career.

Making the Shift to CEO

When you make the shift into CEO or any type of leadership role, it means you have to take on more of a strategic process and more of a strategic approach. It means that the work is going to be done through the efforts of others, so you’re not gonna get that thrill. But if you don’t do it you’re going to be stuck. If you don’t do it your company is not going to grow because it’s only going to be as strong as you are and it’s only going to be able to do as much as you have time in a day.

As your company grows and you have to take on more responsibilities you have less and less time. That’s why so many companies grow and do really well and then they seem to peter out and flounder. It’s because they never make that transition from the tactical to the strategic and that’s what CEOs need to learn to do.

How to Move from the Tactical to the Strategic

You start by hiring people to do the work that you hate to do and you suck at, that’s where it always begins. So in the early stages, building a team is really really easy. However, when you start needing to scale and hire for the roles that you’re good at and enjoy, that’s when it becomes difficult. For me, I really enjoyed marketing and I like to think I’m pretty good at. In the beginning, I tried to find someone who was this all-in-one marketer, who could do everything that I could do and then some.

What I found is that person just didn’t exist, and it’s not because I’m so amazing, it’s because I had a lot of experience doing this type of marketing that we were doing and also that I had so much tribal knowledge. If you take somebody even with more experience, because they didn’t have the direct experience and all the tribal knowledge associated with the specific company, they are never going to be as good as I was right from the beginning.

Hire, Train, Retain People… and Don’t Run Out of Money

If you think about the role of a CEO at its core, it is to hire, train and retain great people, and don’t run out of money. As your team begins to grow, you may really love diving in and doing all the tactical aspects of marketing. But if you’ve got a marketing team there’s going to be issues that are going to suck up a lot of your time.

You’re going to spend time talking with accountants and finance people, whether you like it or not. You’re going to be dealing with legal and all the other operational aspects of a business that maybe you don’t want to deal with. But in many cases, you’re the only person who can deal with it, and so a lot of the day-to-day, blocking and tackling, that goes into business and into marketing, in particular, you simply don’t have the time to do.

CEO’s Should Understand the Customer Journey

It is just taking more of that 30,000-foot view. So along with the roles of the CEO, hire, train, retain the best talent, and don’t run out of money, I would add to that, understand and seek to optimize the customer journey.

I think as a CEO that’s one of your critical documents if you want to still be involved from a marketing perspective, it’s that customer journey. You need to understand that because if you don’t know how strangers become customers, then you don’t know how the growth engine works in your business. How can you responsibly influence that growth?

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How to Define Buyer Persona for More Successful Marketing

Do you really know who your customers are? You might believe your product is popular among millennials when in reality your main consumers are 50-year-old housewives. Not knowing who buys your products will lead to disappointed consumers and an ineffective marketing strategy.

Unfortunately, a lot of companies do not understand what their customers want and need. In one survey, Brandshare discovered that more than half of 11,000 of respondents who took part in one brand engagement activity felt companies don’t do enough to find out about their needs.

This disconnect with consumers can have dire consequences. Another study showed that a lot of consumers have “broken up” with their favorite brand because of irrelevant or poor marketing messages. One way to avoid such a disaster is to have a buyer persona.

What is Buyer Persona?

Buyer personas are generalized, fictional representations of a brand’s ideal customers. Also known as marketing personas, they help companies understand the customer they’re trying to attract and relate to them as real people.

A buyer persona helps all aspects of your business. It is essential in developing a solid marketing strategy and coming up with relevant content. It also helps in product design and development, the follow-up of sales leads, client acquisition and retention, and improvement of customer service.

But do not think of a buyer persona as a simple profile or you’ll end up with too many personas and not enough information to devise a marketing strategy.

Why is Knowing Buyer Persona Important?

Buyer personas are important because they can help brands understand their customers and prospective clients. Once you have nailed your brand’s buyer persona, you will have crucial insights into what your customers think about your business and how they feel about conducting it with you.

These details will assist you in aligning your content, product development, messaging, and services to that of your customer’s needs and expectations. For instance, you know your target market are millennials, but what are the specific interests and requirements of your ideal customer? Are they looking for a product that will last them for years or do they expect to buy a similar item again in a few months?

However, you’ll have to develop a detailed buyer persona to really understand your customers and their needs,

How to Identify Different Types of Buyers

The strongest and most reliable buyer personas are created using a combination of market research, insight, and information gathered from your actual client base.

Here are some ways to extract this information and define your buyer’s persona.

1. Start by Asking the Right Questions

Developing an accurate buyer persona starts by asking the right questions. Coming up with relevant questions will guide you in your quest. For instance, you want to ask current and prospective clients about the features they care about, their everyday concerns and responsibilities, or the position they hold in their organization.

Use surveys, in-person or phone interviews, or web surveys to get answers. The information you generate can then be utilized to evaluate the characteristics and traits of particular markets and buyers that you have successfully closed deals with. By identifying common elements, you can start plotting out possible buyer personas.

2. Utilize Site Analytics

Make good use of analytic tools like Google Analytics to generate data. Your site’s analytics will show you the search words visitors used to discover your site, where they came from, and how long they were on your web page. This data can be used to create good buyer personas as it shows the keywords that led prospects to your site and the platforms and devices they used. You can then harness this information to plot your marketing plan more strategically.

3. Expand Your Research

Developing your buyer persona would sometimes require you to go beyond what information sales and marketing experts can supply. You might have to expand your research and look into other areas. For instance, you can check the LinkedIn profile of a previous customer or the company website of a recent associate. A social network profile will give you information about a person’s career background and skill set while a company page can tell you about the business’ size, values, and motivators.

4. Focus on Creating an Ideal Primary Persona

When it comes to buyer persona development, the best practice is to limit it to four main personas at most. Think of these primary personas as the clients responsible for starting or approving a purchase. They are your point of contact during the entire sales process.

5. Develop a Persona Template

Once data has been collated, analytics checked, and insights gained, it’s time to develop a buyer persona template. Make sure that your template has a persona name, job title, demographics, goals and values, proposed pitch and marketing message. Try to bring your persona to life as it will help humanize your marketing and sales efforts.

Buyer personas are a critical tool that companies should take advantage of. They can give brands insights into how to improve user experience, develop compelling copy, or come up with good pricing models.

[Featured image via Pixabay]

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How Successful Marketing Writers Plan Their Content

I never realized just how important it was to connect content with business goals until I had a particular conversation with a client. The client, excited to get started on blog content together, had a running list of topics for me to cover. But then something strange happened. When I asked for background information on
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Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] One of the hottest business models in the tech startup world is anything with a recurring subscription business model, especially if it’s software based. Another hot online business model for talented individuals who want to make money from their knowledge, is […]

The post Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company appeared first on Yaro.Blog.

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Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] One of the hottest business models in the tech startup world is anything with a recurring subscription business model, especially if it’s software based. Another hot online business model for talented individuals who want to make money from their knowledge, is […]

The post Greg Smith: Founder Of Canadian Tech Startup Thinkific Explains How They Used MVPs To Build A Hugely Successful Subscription Software Company appeared first on Yaro.Blog.

Entrepreneurs-Journey.com by Yaro Starak

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Customer-First Marketing: What every entrepreneur and SMB marketer can learn from successful Etsy sellers

Etsy is a laboratory of capitalism that any marketers — especially small businesses, entrepreneurs, and startups — can learn from. Here are just a few tips from successful shop owners that can help other marketers who are trying to succeed in an already saturated marketplace.
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Fired From Bakery Job, Alonzo Lerone Resets His Life as a Successful YouTube Creator

This is a story of inspiration for all of you wannabe YouTube creators who are afraid to follow your dreams. Alonzo Lerone was working in a bakery, posting some videos on YouTube, but not really believing that he could make a living from YouTube ad revenue. Then Alonzo was fired and his life took a turn for the better.

Check out Alonzo on YouTube: https://www.youtube.com/Alonzo

How it Began for Alonzo

“Being from a small city, I didn’t think I could make a living off of YouTube,” says Alonzo. “No one heard of Goldsboro. I was working on YouTube during my stint at the bakery. I didn’t have a nine to five, I had a nine to nine job. YouTube was an outlet for me, it was to escape my problems.”

“I was getting vibes so I knew it was coming, I just didn’t know when,” commented Alonzo. “When I got fired from it, I shook their hand and said thank you for the opportunity. When one door closes, another window opens and I left it at that.”

Hard Work and Consistency

“I made an oath to myself in late 2013 where I said, when 2014 comes along I’m going to my classes and I’m going to upload at least one video a week,” said Alonzo. “When people were at the beach during the summers I was working in the books and doing YouTube. By the end of 2014 I realized, oh my gosh I’ve been doing it! If I ever win an award I would totally give my boss a shout out saying thank you for firing me, it gave me more time to do what I love to do.”

“I am able to make a living,” said Alonzo. “I bought a house, paid my car off, paid my school loans off. It’s about saving and being consistent. I don’t want to get to that moment where YouTube feels like work. I’m not uploading three videos in one week. I don’t take a six month break. I’m really consistent.

Advice for YouTube Success!

“My advice is don’t get discouraged because of low views,” says Alonzo. “Don’t delete your videos. When I first started out I was in competition. When I stopped concentrating on the numbers and started focusing on my own content that’s when the numbers came in. I just hit a million subscribers. I feel like I’m on top of the world right now with my channel!”

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I Examined All My Successful Clients And Found One Behavior They All Share

Back in 2012 I wrote an email to a special group of people. The message was sent to all my past coaching members, everyone who had joined at least one of the three flagship courses I taught during 2007 to 2011. My question was simple: I wanted to know who…

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The Keys to Launching a Successful Online Course

The Keys to Launching a Successful Online Course

Hey there — welcome back to the Copyblogger Weekly!

We’ve had a lot to say this week about online courses. On Monday, Pamela Wilson talked about some of the surprising ways you can profit from launching your course. On Tuesday, Henneke gave us some specifics on how to write a high-value lesson plan to make your course easier to sell.

And yesterday, I shared my story about my own road to teaching online — a road that definitely included some bumps and curves. (Spoiler alert: it has a happy ending!)

If you’ve been thinking about launching a course but weren’t sure how to get started, Brian Clark is offering a free webinar next week to walk you through some crucial steps.

Wednesday, December 7, 2016 beginning at 3:00 p.m. Eastern Time.

Brian’s going to cover:

  • Designing the learning experience for your course
  • How to craft your learner profile
  • Identifying the benefits of knowledge (these unlock so many doors)
  • A three-step process for crafting learning objectives

We use these ideas literally every week at Copyblogger and Rainmaker Digital. The webinar will cover very hands-on, practical material that you can start working with right away — to develop an online course that’s an amazing experience for your learners, and an amazing business to support your goals.

To register for the free webinar, simply click here and enter your email address.

Then you’ll receive the special link to register for the webinar. You have to register to attend, and space is limited … so don’t wait.

Hope to see you Wednesday at the webinar, and I’ll catch you next week!

— Sonia Simone

Chief Content Officer, Rainmaker Digital

P.S.

Here’s that URL, one more time:

http://digitalcommerce.com/free-webinar-online-courses/


Catch up on this week’s content


surprising! what you’ll learn when you build a course4 Surprising Ways You’ll Profit from Building an Online Course

by Pamela Wilson


a step-by-step guide to organizing and delivering your courseHow to Write a High-Value Lesson Plan that Makes Your Course Easy to Sell

by Henneke


a business model and a breakthroughMy Favorite Business Model for a Breakthrough Digital Business

by Sonia Simone


The Season One Recap of StudioPress FMThe Season One Recap of StudioPress FM

by Brian Gardner & Lauren Mancke


Should You Still Start a Podcast? (Ask Yourself These 3 Questions)Should You Still Start a Podcast? (Ask Yourself These 3 Questions)

by Jerod Morris & Jon Nastor


Orbit Media’s Latest Survey of 1000 BloggersOrbit Media’s Latest Survey of 1000 Bloggers

by Sonia Simone


How #1 Hit Podcast ‘Welcome to Night Vale’ Co-Creator Jeffrey Cranor Writes: Part TwoHow #1 Hit Podcast ‘Welcome to Night Vale’ Co-Creator Jeffrey Cranor Writes: Part Two

by Kelton Reid


Tim Ferriss on Finding and Focusing On What Truly MattersTim Ferriss on Finding and Focusing On What Truly Matters

by Brian Clark

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