Posts tagged marketing
Outcomes and Momentum

Social Enterprise Marketing Campaigns Part 3

So far, we’ve covered goals, as well as results and measurement. Now we’ll move on to the desired outcomes of your marketing campaign.

Outcomes differ from results in their scale. If you were thinking about a marketing campaign like a bike trip to grandma’s house, the goal would be the destination. The results and measurement is the total distance travelled. The outcomes would be every 100 meters, or each block you bike.

Outcomes are small.

If we thought of results as a full scientific peer reviewed study, then outcomes are individual pieces of data, or an anecdote. You can’t get results without outcomes, but you can’t call a single outcome a trend.

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Defining Results and How to Measure Them

Social Enterprise Marketing Campaigns Part 2

Now that we’ve determined what our goals are and how our branding directs our goals, how will we know when we’ve achieved our goals? If you don’t have an immediate way of answering it, then you need to define what measurements you are going to use, and what results will indicate a completed goal.

So, how do you determine what counts as positive results? This will depend on what kind of goals you set for yourself. If you selected an unlimited goal, then you’ll want to set up measurements that test your efficiency, or your recurring impact. If you have a bounded goal, then you will want to set up measurements that allow you to measure progress towards the desired endpoint the goal describes.

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Building a Brand, and Goal Setting

Social Enterprise Marketing Campaigns Part 1

As you start out with your marketing, you need to have a good grasp of what your brand is. You probably have an idea of what your brand is, whether it is written down or not. Having an explicitly written brand is essential. By having written brand values and characteristics all of your marketing and communications efforts will be connected.

If you don’t know what your brand is, think about your brand as a person. One individual. What is their personality? How do they present themselves? Who would they spend time with? Do they speak like a California surfer dude, or like a kindergarten teacher? What does this person value?

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Ride your bike

Or: Values, Alignment, and Customer Questions

Marketing is about aligning your product or service with the values of your customers, then helping them overcome the objections they might have about purchasing the product or service.

I’ve been thinking about this concept for a while now. As of right now, I’m convinced it’s one of the most important intersections between marketing and sales. I’m going to break it down in a couple different ways. First off, aligning the product or service with values. Second, aligning those values with the right customers. Third, overcoming the objections between first contact with your brand, and the point of purchase.

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Overcoming Objections

Or: Values, Alignment, and Customer Questions

Marketing is about aligning your product or service with the values of your customers, then helping them overcome the objections they might have about purchasing the product or service.

I’ve been thinking about this concept for a while now. As of right now, I’m convinced it’s one of the most important intersections between marketing and sales. I’m going to break it down in a couple different ways. First off, aligning the product or service with values. Second, aligning those values with the right customers. Third, overcoming the objections between first contact with your brand, and the point of purchase.

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Marketing 101: Products

Or: Sell it Again, Sell to Someone New, Sell Something New, or All of the Above.

To grow a business, it needs to raise revenue. There are two ways to raise revenues. You have to either sell more things or sell to someone new. I know there are other ways to raise revenues, such as raising prices, but we’ll be focusing on products for this post. You can read more about pricing here.

As a social enterprise, you will have to sell something. Whether you choose to sell physical products, digital products, services or advertising space, you are selling something to someone. You will also either be developing a new product or service, or you will be trying to sell an existing product to more people, or to the same people multiple times.

Let’s consider starting a coffee shop: Hypothetical SocEnt Café.

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Marketing 101: The 4 Ps of Marketing

Over the next couple blog posts, I will be going over the basics of marketing, and how it can be applied by social enterprises and social entrepreneurs. For this series I will be focusing on what you need to get from thinking about starting a social enterprise, to getting your first customers.

When you’re starting out as a new business, many of the decisions you make will affect how you can do marketing in the future. Your choices as you’re starting up will form the associations that people will have with your brand based on what you make, how it’s priced, where they can buy it and how you will let people know about your product or service. (from here on, I’ll be using ‘product’ to refer to both products and services)

These components make up what is traditionally called the 4Ps of marketing.

Product

Price

Place

Promotion

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Optimizing Webpages for People

In my previous article I explained how you can start improving the SEO of your pages. Now, all of that SEO is worthless if you don’t also improve how your pages function for the end user. You want to have a page that is both accessible and useful. This can be done in a variety of ways, but I will be walking you through how to use links to improve your site accessibility, how to format your content to present it in a more understandable way, and how to use lists to your advantage.

 

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SEO Basics

SEO, or Search Engine Optimization is an important tool in the modern digital marketing toolkit. It is a method for writing webpages and content that attempt to gain better visibility on the most used online tools: search engines.

Anyone with a computer who wants to know anything uses search engines. If you want people to see your online site, you probably want to optimize for a better position with those search engines.

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The Most Important Part of Communication

Trust is the most important part of any communication. Without trust, there is no way to communicate. Because of that, you need to find ways to build trust with your audience.

Why is it important for your audience to trust you? Have ever had a friend that always asks for a couple bucks every few weeks and rarely pays you back? After a while, no matter how much they promise they will pay you back, you won’t really believe them. If you can’t trust the people that you’re talking to, then nothing of significance can come from the conversation.

There are many ways to build trust with audiences. The most important part of building trust is consistency. As people see your brand acting in a consistent way, they will begin to trust that you will stay the same. From that initial trust, you can begin trying to expand that trust to include your work.

Usually when people first encounter your organization, you will have people who are excited to see what you do, and those who are naturally skeptical. You will need to be able to interact effectively with both kinds of people.

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How to Write Like You’re Talking to Real People

Have you ever written a piece for your company’s blog and felt that it came out wooden and stiff? How about writing Facebook broadcasts that ended up being a bad sales pitch? Tweets like you’re talking to cardboard? Instagram pics that… You’ve probably already got something in mind.

We’ve all seen examples of poor performance that comes from producing content for “the website” or for “the internet.” Often you can see that it wasn’t written for anyone. You can do better.

Audience personas are tools to help you speak to your audience.

Audience personas are useful because they help you imagine who you are talking with. They can also help guide you to understand what you should talk about.

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