Smart Small Business Marketing, by Sales Renewal
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Brands Need to Focus on Content or Risk Failure

Brands Need to Focus on Content or Risk Failure | Smart Small Business Marketing, by Sales Renewal | Scoop.it
It is important to focus on the right inputs if you want content to truly transform business performance.
Sales Renewal's insight:

Ever stopped and wondered why you were ______... Fill in the blank with any marketing tactic: blogging, emailing, interacting on social media, "doing" SEO, advertising, sending direct mail.

 

We continually review our clients' marketing programs, from quarterly plans to monthly reviews to day-to-day changes, to be sure we are addressing the clients' needs in the most effective manner.

 

Content marketing can be one of your biggest investments and yet one of the more fluid, changing programs to manage. This article brings it back to the basics: Understand your audiences; have a plan; create quality content; and focus on integration, not silos.

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Smart Small Business Marketing, by Sales Renewal
Sales Renewal’s small business marketing solutions grow your leads and sales through better, more cost-effective marketing and sales-enabling technology. They both begin by developing a comprehensive, integrated marketing plan specific to your business and then provide and manage all the diverse people, expertise and tools needed to implement your plan and grow your revenue. Visit us at http://www.salesrenewal.com/?sra=190608.
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The Science Behind Picking the Perfect LinkedIn Head Shot

The Science Behind Picking the Perfect LinkedIn Head Shot | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Trust us -- it matters.
Sales Renewal's insight:

First impressions. Networking. Establishing trust in business relationships. Just in case you weren't feeling insecure this morning, here are lots of things to worry about regarding your head shot. 

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Careers | Sales Renewal

Careers | Sales Renewal | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Check this page for current job postings from Sales Renewal.
Sales Renewal's insight:

Here we grow again! Sales Renewal is hiring a Marketing Assistant. 

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Cravings Matter: Consumer Search Behavior - Yext

Cravings Matter: Consumer Search Behavior - Yext | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Before today’s age of intelligent services, families used to ask, “Where should we go eat?” Today, that where is now a what because how consumers decide where to eat has changed. Consumers now search for whatever they’re craving (whether it’s Mexican food or pizza) over twice as often than the name of a restaurant itself — …
Sales Renewal's insight:

Are you hungry for some recommendations? Yext says you need a steady diet of advice on not just what to eat, but where. It's true that reviews are extremely important in influencing prospects' buying behavior (and not just regarding eating out),  but there are many other factors that drive customers to your business. Your marketing program, like your diet, should feature a variety of different items. 

 

Make sure you're feeding your funnel all it needs. Contact us to review your current marketing programs and to find out what you might change to fortify your 2018 sales.   

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Panera's pay-what-you-can-afford community café in Clayton closes

Panera's pay-what-you-can-afford community café in Clayton closes | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Customers on average paid about 85 percent of the suggested price, which Panera said was "a wonderful statement about humanity."
Sales Renewal's insight:

An intriguing pricing model proves successful, to a large extent, but not enough to stay open in the face of rising rent. Creative pricing strategies in retail and service industries provide much food for thought. 

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Boston Weather Advisories - Weather Warnings & Watches for Boston, MA

Boston Weather Advisories - Weather Warnings & Watches for Boston, MA | Smart Small Business Marketing, by Sales Renewal | Scoop.it

AccuWeather.com offers weather advisories for local cities including this for Boston, MA

Sales Renewal's insight:

Happy "It's a Good Day to Work from Home" Day! 

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ONWARD 17: Partner Summit Recap - Yext

ONWARD 17: Partner Summit Recap - Yext | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Registered ONWARD attendees had exclusive access to attend our first annual Partner Summit. Held at the New York Stock Exchange, this half-day event was open to Agencies and Yext Partners offering Yext to their clients, and featured speakers from Google, Snapchat, Search Engine Journal, Convince & Convert, and others who dove deep into th
Sales Renewal's insight:

“No one says ‘let me tell you about a mediocre experience I had.’”

That's what Jay Baer told Yext partners at Onward 17 in November.  

Jay is the author of "Hug Your Haters" and a proponent of of listening to your customers (whether they're happy or not). And while we agree with him, we think collecting information on the mediocre is OK - especially if it is an important part of your service, it can (and probably should) inform your marketing message. 

As an example: 

Maybe your customers don't complain about your delivery service because you get it right so often, that's exactly what they expect. 

Ho-hum? Hardly. "Deliveries You Don't Have to Worry About" is a message worth sharing with customers and prospects. 

We're not taking exception to Baer's statement, just augmenting it with the fact that that collecting run-of-the-mill information from your customers is as important as collecting the exceptional. How do you stay close to your customers? If you'd like to get more bang for your buck from your Yext account, or are looking for a more robust program of review management, contact us. We can help with that important piece of your overall marketing strategy. 

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Alaska Airlines: Early boarding today for ugly holiday sweaters

Alaska Airlines: Early boarding today for ugly holiday sweaters | Smart Small Business Marketing, by Sales Renewal | Scoop.it
The one-day only offer is timed to coincide with National Ugly Christmas Sweater Day. And, did you see KLM's airline-themed Christmas-style sweater?
Sales Renewal's insight:

As holiday promos go, this one is ... FUN. Happy Ugly Sweater Day! 

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What Do Google's New, Longer Snippets Mean for SEO? - Whiteboard Friday

What Do Google's New, Longer Snippets Mean for SEO?  - Whiteboard Friday | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Snippets and meta descriptions have new character limits, and it's a big change for Google (and us SEOs). Learn about what's new and what it means for SEO in this edition of Whiteboard Friday.
Sales Renewal's insight:

Longer character limits for both phone and desktop are good for searchers. Could there be a downside for marketers, though? The answer: Meta data must be written for your prospects, not for search engines ... and that's nothing new! 

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The Hidden Player Spurring a Wave of Cheap Consumer Devices: Amazon

The Hidden Player Spurring a Wave of Cheap Consumer Devices: Amazon | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Numerous electronics brands have sprung up offering inexpensive gadgets. Here’s how Amazon enables them, and how other brands may copy that success.
Sales Renewal's insight:

Amazon has been in the news a lot lately because of the threat it represents to retailers; this article makes the sobering point that while Amazon might not compete directly with manufacturers, it nonetheless is potentially a significant threat to manufacturers too.

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Five Trends Shaping The Future Of Customer Experience In 2018

Five Trends Shaping The Future Of Customer Experience In 2018 | Smart Small Business Marketing, by Sales Renewal | Scoop.it

"...top five customer experience predictions for 2018 include CEO involvement in the customer experience strategy, personalization, the use of data and decisioning, the customer experience cloud, and all types of augmented reality experiences for customers.

Sales Renewal's insight:

Customer Experience (CX) is a hot new marketing hashtag, but Customer Service is something smart marketers and website designers never lost sight of. Understanding your customers, respecting their time by providing the tools they need (based on the data you have) is not new.

While most of the "top 5" predictions in this article are related to big business, most small- and medium-sized companies can also take advantage of more automation and bigger data to provide better customer service. Or, if you prefer the 2017-2018 term, Customer Experience.

 

No matter what you call it, as long as it's good, count us in. To find out how to rev up your marketing and sales to provide the best #CX, contact us.  

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58% More Shoppers Called Businesses on Cyber Monday 2017 -- What Should Marketers Do?

58% More Shoppers Called Businesses on Cyber Monday 2017 -- What Should Marketers Do? | Smart Small Business Marketing, by Sales Renewal | Scoop.it
DT University at DialogTech uncovered inbound call volumes were 58% higher on Cyber Monday 2017 than average daily call volume. Learn more about the research.
Sales Renewal's insight:

Timely reminder from our partner Dialogtech: "What starts online...doesn’t always stay online!"  Regardless of your business, phone training for your frontline staff is fundamental to your success. This article offers a detailed insight based on recent data (from last week and this week!) and compares it to last year's consumer calling behavior. It's a highly recommended read - but if you're too busy too read it (hey, 'tis the season) here are the 3 things we think most important now: 

 

1- MAKE IT EASY FOR CUSTOMERS TO CALL! (If you don't have click-to-call enabled on your site, get in touch with us, we can help!)

 

2 - FOCUS ON PRICE, SAVINGS, THEN VALUE -  in that order. Holiday shoppers are more concerned about money than ever; but they called you, remember? So, they're ready to buy...well-trained employees can close the sale when they understand the shopper's needs, mindset AND the unique features and benefits of your products and services AND the advantages of doing business with you. 

 

3- TAKE ADVANTAGE OF ALL YOUR DATA - if you're watching your web and phone analytics, you can respond to trends and opportunities by making minor adjustments (even now, next week, and the week after) that will increase your Holiday sales THIS Holiday season. 

 

We wish you a very sales-filled 2017 season! 

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Consumers May Be More Trusting of Ads Than Marketers Think

Consumers May Be More Trusting of Ads Than Marketers Think | Smart Small Business Marketing, by Sales Renewal | Scoop.it

A study surveying 400 participants regarding 20 common tactics used in TV and Digital ads found that 13 of the tactics elicited favorable responses - which surprised even marketers and has top ad agencies focusing on the Authenticity factor.

Sales Renewal's insight:

For anyone concerned with the believability of marketing today, this is a must read article.

 

Sales Renewal whole-heartedly believes that we all need to focus on 'proving' not 'selling' brand values.

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Twitter officially enables 280-character limit for all accounts, including brands

Twitter officially enables 280-character limit for all accounts, including brands | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Since Twitter started testing the doubled character count in September, only 5 percent of tweets have exceeded 140 characters.
Sales Renewal's insight:

Double the characters, double the fun? What difference if any will longer tweets make in your marketing messages - and more importantly, in response rates? Will prospects respond better to those brands who keep their Tweets short and sweet? We're urging clients to first, stay true to their messaging, and second, to carefully consider how the longer character may affect channel activity. 

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The Longer It Lasts, the More a Shutdown Could Hurt the Economy

The Longer It Lasts, the More a Shutdown Could Hurt the Economy | Smart Small Business Marketing, by Sales Renewal | Scoop.it
The early days of the federal government shutdown won’t slow the American economy much, but that could change if the impasse drags out.
Sales Renewal's insight:

Whether they're real, weather-related storms or storms created by political turbulence, temporary but significant events like the US Government shutdown can affect your business. The more managers are able to focus on their core business role, the better able they are to adjust as necessary to weather the storm. Or better, to take advantage of changing conditions! Do you see opportunity in this kind of news? Share your thoughts in the comments. 

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Interruption as Sales Opportunity - Yay or Nay?

Interruption as Sales Opportunity - Yay or Nay? | Smart Small Business Marketing, by Sales Renewal | Scoop.it

You see a sales opportunity. Your customer sees an interruption. How to make the most of these touchpoints?

Sales Renewal's insight:

Product updates are a natural customer touchpoint.  A necessary notification is also, obviously, an opportunity to ask for a new order. Do you use those opportunities wisely? 

 

Three Things to Consider: 

 

  • To your customer, it's an interruption. Don't ask for a new sale unless your product update (or other reason for the interruption) offers real value, like useful new features or  protection of the customer's initial investment.  
  • Sure, it's an opportunity to ask for a new sale.  It's also an opportunity to ask for feedback. Pick one. 
  • Or maybe, consider a cross promotion - with the appropriate partner and closely-related offer. 

 

How do you make the most of your customer communications opportunities?  

 

And then, how do you follow-up? 

 

When handled correctly, necessary customer communications can create sales opportunities. To ensure that your content plan is designed to help you achieve your 2018 sales goals, contact us

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The CMO Survey | Deloitte US | CMO

The CMO Survey | Deloitte US | CMO | Smart Small Business Marketing, by Sales Renewal | Scoop.it
The CMO survey helps marketers benchmark their organizations and track trends over time.
Sales Renewal's insight:

Having the analytics is the first step, but unless you the time to consider the data alongside your growth strategy and compare how different tactics are performing, you have no insight. 

 

Part of the value of working with an integrated marketing partner is TAKING THAT TIME TO THINK and consider your marketing program with perspective. Many of our clients tell us that perspective is the most valuable part of our partnership. Looking for a marketing partner in 2018? Let's get started

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20+ Hilarious Twitter Roasts By Wendy’s That Will Make You Think Twice Before Posting

20+ Hilarious Twitter Roasts By Wendy’s That Will Make You Think Twice Before Posting | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Wendy's may not be your favorite fast-food chain, but by now, they're probably your favorite Twitter account. The burger joint has gone viral over the last year
Sales Renewal's insight:

Personality. Does your brand have it? Here's a sample of how Wendy's keeps it spicy, yet tasteful, on social media. 

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New Year, New Goals: 10 Resolutions MailChimp Can Help You Keep | MailChimp Email Marketing Blog

New Year, New Goals: 10 Resolutions MailChimp Can Help You Keep | MailChimp Email Marketing Blog | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Did you know that some 80% of New Year’s resolutions never see the light of February? That’s because they tend…
Sales Renewal's insight:

While these are all good goals, we thing the most important item is missing: GROW YOUR LIST. Collecting and adding email addresses to  your newsletter lists is hardly an exhilarating task, but the return on (time) investment is TREMENDOUS. And, it can be exponential. Our advice: make list management a top priority this month. You'll be glad you did, all year long (and long after). 

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Local SEO: 7 Google My Business questions asked and answered

Local SEO: 7 Google My Business questions asked and answered | Smart Small Business Marketing, by Sales Renewal | Scoop.it
At first glance, Google's offering for local businesses might appear fairly simple. But questions inevitably arise. Contributor Sherry Bonelli explains the nuances and offers answers.
Sales Renewal's insight:

Google has expanded its Google Posts and is strongly encouraging use of Google My Business. And by "strongly encouraging" we mean, pretty much making it mandatory. If you care about how your customers find you online, and if you care about customer service...

 

What about customer service? As this SearchEngineLand article notes: "If you’ve ever looked up a local business online and drove all the way across town to their location only to find that they’ve moved, you know how frustrating that can be from a consumer perspective. When that happens, do you think they blame Google? Nope. They blame the business. And that consumer has just lost trust in the business." 

 

The bottom line: Google offers a host of robust (and ubiquitous) tools for businesses. Take advantage of them - lest they be used against you. 

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Working hard this holiday month? You may be one of the few

Working hard this holiday month? You may be one of the few | Smart Small Business Marketing, by Sales Renewal | Scoop.it
By mid-December, workers say their productivity falls off, with some feeling overwhelmed or distracted by the holidays
Sales Renewal's insight:

How do you balance your customers' needs and employees' lives over the holidays? Would higher productivity and better work quality be a good trade for more time off for your workforce? 

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Google officially increases length of snippets in search results

Google officially increases length of snippets in search results | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Company says change is meant to provide more descriptive snippets.
Sales Renewal's insight:

Rumor confirmed! 

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Libraries Demonstrate How Data Can Supercharge Low-budget Marketing

Libraries Demonstrate How Data Can Supercharge Low-budget Marketing | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Libraries may still be analog institutions, but their creative staffs are finding ways to leverage both data and their traditional expertise—information sharing—to adapt their marketing for modern communities
Sales Renewal's insight:

We love marketing, data-driven decisions, and happy endings. This article has all three elements. Happy reading! 

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Where to go next with your Google My Business listing

Where to go next with your Google My Business listing | Smart Small Business Marketing, by Sales Renewal | Scoop.it
So, you've set up your Google My Business listing but still aren't seeing results. What's the next step? Columnist Brian Smith lays out some suggestions to further optimize your listing for better local search visibility.
Sales Renewal's insight:

In case you thought your Google My Business listing would take care of itself, think again. Listings are uber-important to customers who are READY to shop. Need help managing your listings? Get in touch

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Designing Content-First for a Better UX – GatherContent Blog

Designing Content-First for a Better UX – GatherContent Blog | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Why design content-first? Because content is UX. If the primary purpose of websites is to deliver valuable content to an audience, we should be designing content-first for the best possible UX. But we frequently miss the opportunity to validate and iterate our UX designs with content insights, instead waiting until the final stages to unite …
Sales Renewal's insight:

In our experience developing websites for B2B and B2C companies and non-profit organizations, what we find we really love about Gather Content is its ability to show the relationship between the design and the content from the very earliest stages of web design.

 

While we like to think we all get along pretty well, the fact is that designers, writers, and the internet-using public don’t always see eye-to-eye when it comes to designing (and navigating) websites and creating content for those sites. Gather Content helps everyone understand how visual concepts and editorial content will come together to create the user interface – ultimately shortening the development phase (good for our clients) and improving the user experience (UX) for our clients’ customers…which is good for sales (for companies) and engagement (for non-profits).

 

Not a Cookie-Cutter Solution

 

Unlike some agencies that standardize on one program or tool and insist it fit each of their clients’ needs, we use a lot of different tools, and evaluate others continuously, because we know one tool – or one system – definitely doesn’t serve every client’s marketing goals.

 

That said, we’ve used Gather Content long enough to say with certainty that the company’s product is a good fit for many of our clients, and Gather Content’s blog post on the subject of UX, content development and design is spot-on. 

 

Specifically, we've found that Gather Content helps everyone communicate better in the design process. As a result, we work more efficiently and the finished site is not only on-target, but delivered in a timely manner. 

 

If you're considering revamping or redesigning your site in 2018, contact us for recommendations. 

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10 of the Best Small Business Marketing Studies Published This Year | AllBusiness.com

10 of the Best Small Business Marketing Studies Published This Year | AllBusiness.com | Smart Small Business Marketing, by Sales Renewal | Scoop.it
Why should you care about small business surveys? They can show where you stand compared to your peers, and what strategies and tactics are working best for them.
Sales Renewal's insight:

It's November, so let the onslaught of year-in-review articles begin! Most of the reports on small- to medium-size businesses are positive - but the most important data is YOURS. We hope you can take some time (perhaps by NOT reading every analysis of 2017) and consider your business growth, strategic direction, and plans for the New Year. And we hope you can do that before Q1 2018.  

 

We are already planning with our customers for Q1 2018. If you'd like to see what kind of growth is possible when you partner with an integrated marketing firm that specializes in working with small to medium-sized businesses that are determined to grow, contact us.  

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