All members - The Marketing Compass

Write some marketing copy every day

November 8, 2011July 16, 2012 By Nigel TempleNo Comments

Here's a tip: don't start your day by checking your emails. Write some marketing copy every day instead. Within The Marketing Compass, some of our members love to write, whilst others find it a challenge. Both groups are busy! It is all too easy to let the writing slip. Remember that 'content is king' for your website. Regular blogs will attract Google, whilst Facebook, LinkedIn and Twitter, amongst others, require a regular supply of words. When it comes to writing, 'little and often' beats 'big and infrequent'. In January 2011, I started writing The Marketing Compass Manual. This has been a busy year, however, I have managed to write over 48,000 words using this principle. Feedback, anyone? By the way, 'copy' = 'marketing words', as in 'advertising copy' or 'web copy (i.e. website words). I trained as a copywriter from 1983 - 1986 and I spent three years writing advertisements, brochures, leaflets, press releases, case studies and technical articles. I used to sit...

How to build a brand identity

October 29, 2011July 16, 2012 By Nigel TempleNo Comments

The smallest business should still 'think brand'. Let's discuss how to build a brand identity... A brand = a promise. What is your promise to your marketplace? If your business is 'just you' then you are the brand. Your brand is based on your values. What are your values? Have you thought about them recently? Do your colleagues / associates / customers / suppliers know what they are? Do you have a written list of your values? Do you display them within your website? A member of The Marketing Compass told me recently that a new client selected his company on the basis of their values (as seen on their website). Successful brands display certain qualities. For example: * They are clear what they stand for * They have a marketing strategy, plan and direction * Their messages are congruent * They use visual brand identity consistently * They continually invest in promotional campaigns * They use a wide promotional mix * They are creative in their approach * They stand out...

PeerIndex – a quick introduction

October 15, 2011July 16, 2012 By Nigel TempleNo Comments

PeerIndex uses algorithms to map the social web. Authority on the web is built when you participate in meaningful exchanges of information, via platforms such as Twitter, Facebook and LinkedIn. The type of information you share reveals a great deal about you, your knowledge and your connections - which PeerIndex seeks to measure. PeerIndex factors in your speed of response on the social web, the quantity of your interactions and how you share information. Your recommendations can be used to measure your knowledge (or authority) within a given subject area. Relationships are complex things and PeerIndex claims to have a way of measuring these, online. Your authority rises when you are Retweeted, Facebook Shared, +1'ed or commented on by someone who is an authority on that subject. As always - you are welcome to ask questions about PeerIndex. Visit: www.PeerIndex.com See also: www.klout.com Read a brief introduction to Klout here. Join us COMPASS membership is FREE! * Create a profile & promote yourself * Hyperlink back to your...

What is anchor text within a website?

October 7, 2011July 16, 2012 By Nigel TempleNo Comments

What is anchor text within a website? = a hyperlink which contains keywords. For example, within the following hyperlink.... <a href="https://www.marketingcompass.co.uk">The Marketing Compass</a> ....."The Marketing Compass" = the anchor text. A more helpful version (for us!) would be: <a href="https://www.marketingcompass.co.uk">The Marketing Compass - small business marketing advice and answers to marketing questions.</a> Search engines examine anchor text, in order to figure out what the destination web page is about. They are doing their best to be helpful to the searcher. Think of it this way: Google would like to know as much as possible about the subject of the page to which the link points. So inserting keywords into anchor text helps Google to do its job. Tip: if someone wants to link to your website, send them a pre-prepared hyperlink (along the lines of the one above - but with your URL / keywords within it). Here is another tip - within your website, all of your links to other websites should open up in a new browser...

The social media party

September 16, 2011July 16, 2012 By Nigel TempleNo Comments

Social media is like a huge, sprawling party which is happening within a mansion. Conversations are going on around the pool, in the lounge, in the kitchen, in the hall and throughout the rest of the building. Guests are forever arriving and leaving. Flashbulbs pop as celebrities make an appearance. Gossip and tittle tattle buzz throughout the place. Some of the guests are people watchers. They don't talk much, if at all. Others are actively networking. They make new contacts, discreetly exchange business cards and move on to the next conversation. A small group causes successive sensations with startling revelations which attract a throng of guests. So, what type of guest are you, within the social media party? Are you a Wallflower - happy to watch and listen? Are you a Networker - out to make as many contacts as possible? Or are you a News Maker? Whether you use Twitter, LinkedIn, Ecademy, Facebook or any other social media platform, you should be...

Google Plus quick overview

July 29, 2011July 16, 2012 By Nigel TempleNo Comments

Currently in trial mode (July 2011), Google Plus (or Google+) looks and feels somewhat like Facebook. http://www.plus.google.com If you would like an invitation to join - just ask - via the Social Media Group. You can create a Profile and add people into 'Circles', i.e. Friends, Family, Acquaintances etc. You can then share information with some, or all of your Circles. You can drag and drop your contacts into the Circles (quite satisfying!) For the technically minded, this is achieved by using HTML5. If you are an avid Google user, have you noticed the navigation bar at the top of Google pages which allows you to jump straight to Google Mail, Calendar, Documents, Photos, Reader, Web (search), etc? You will find this within Google Plus. Within the Google Plus nav bar, you are able to view your profile and notifications - as well as instantly share content. By the way, some 10 million people are involved within the trial! Join us COMPASS membership is FREE! * Create...

SEO strategy in 7 steps

July 16, 2011July 16, 2012 By Nigel Temple2 Comments

Here is a 7 step SEO strategy: 1. Become your customer & think about what they are searching for. 2. Create an alphabetical list of search terms. 3. Search for 'Keyword tool' within Google and use this resource to refine your list. https://adwords.google.com/select/KeywordToolExternal 4. Use your keywords / phrases within your website, i.e. articles, tips and ideas, dos & don'ts lists, case studies, blog entries. 5. Use your keywords / phrases outside of your website (social media, comments within other people's blogs, article marketing etc). 6. Measure your results using Google Analytics. 7. Use the metrics to create a feedback loop into your keywords list. Ask an SEO strategy question via our SEO Group: https://www.marketingcompass.co.uk/groups/seo Join us COMPASS membership is FREE! * Create a profile & promote yourself * Hyperlink back to your website * Connect with other members * Post updates about your marketing * Join knowledge groups & find answers * Download our FREE ebook – 101 Customer Attraction Techniques * Earn money via our affiliate scheme [DKB url="https://www.marketingcompass.co.uk/register" text="Create my free account" title="Create my...

What is success?

June 21, 2011July 16, 2012 By Nigel TempleNo Comments

In a complex society such as ours, what is success and what does it mean to you? For some, the answer is more money and more possessions. However, for most of us, true success is founded on happiness and well being. Relationships A key aspect of success is the number and depth of relationships you have. For independent professionals and business owners, this is where networking can make a significant contribution to happiness. Getting to know other entrepreneurs who face the same challenges as you do - and building professional relationships with them - can be deeply gratifying, on an emotional level. Motivation Why did you decide to launch your own business? Is it something that you always dreamed of doing? Would you ever go back to corporate life (if this is where you started)? What, exactly, does motivate you? To what extent is the answer 'money', as opposed to the satisfaction of walking your own path, making your own decisions and proving to yourself...

The MarketingMessenger – our new printed magazine

June 4, 2011June 6, 2011 By Nigel TempleNo Comments

Over the past few weeks, I have been busy writing the inaugural edition of the MarketingMessenger - our new printed magazine. We will be mailing this out to Navigator members during June 2011. We hope that you find it helpful. By the way, there is no additional charge for receiving the magazine. If you are interested in becoming a Navigator member of The Marketing Compass, you can learn more here. The articles revolve around 7 key topics: 1. PSYCHOLOGY * Are you communicating with both sides of your customer's brain? * The seven step creative thinking process 2. STRATEGY & PLANNING * Your marketing strategy * Should you be a specialist or a generalist? * Do you have clear objectives? * Building your brand * Positioning * How to work out your USP * Naming your enterprise * Are you selling at the right price? * CRM software 3. CUSTOMERS * A customer focused business 4. COMMUNICATION * Professional writing tips and techniques 5. PROMOTION * A colourful...

Member Spotlight – Dylis Guyan

May 26, 2011March 12, 2012 By Ben TempleNo Comments

Dylis is a Sales and Sales Management Consultant, Sales Coach and Professional Speaker. Cut her in two and she has sales and sales management running through her like a stick of rock. It is what she has done for the past 25 years. She has increased sales performance by 400% for many of her clients She works with Companies, Sales People and the Professional Self-Employed, helping them to increase sales revenue by: * Overcoming the effect the downturn in the economy is having on your thinking and actions. * Discovering how to overcome your biggest business obstacles. * Improving your conversion rates from contact to sale * Increasing average sale values * Discover how to mine for the gold in your existing customer base * Get referrals and reduce time spent cold calling * Identify what your customers really want. It is no longer just features and benefits. * Differentiate yourself from the competition by having a strong value proposition * Shorten your sales cycle by using a sales process...