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Introduction
This week in the Entrepreneurs Newsletter
As business owners and entrepreneurs we're always working on some aspect of our business.
This week you'll find articles that are a bit more marketing-heavy. As we are heading into the Holiday season. I want to help anyone who doesn't already have a strategy in place to capitalize on it. This is the time of year where you can make up for lost revenue in most industries.
Marketing is the whisper that makes its way across the room. Catches the attention of those looking for solutions and reasons to take the next step in their customer journey. It can be a conversations starter that leads to great things.
As always... Operate with strategy and purpose to get the results that you need for your business.
For those that like to skim for relevant articles of interest. Here is a list of what you can expect to see.
- Microsoft Advertising launches Marketing with Purpose Business attributes
- Google Publishes New, Practical Guide on Key Ad Creative Best Practices and Tips
- Living the 5 values of agile marketing
- Pinterest Tests Idea Pin Sharing Direct to Facebook and Instagram Stories
- 20 Tips to Write Catchy Email Subject Lines [+ Examples]
- How to Get Your Facebook Page or Account Verified
- The greatest hidden cost to marketing success: Ineffective communication
- Google Ads: Phrase and broad match keywords that are identical to a query are now preferred
- Breadcrumb Navigation & How It Impacts Your SEO
If you have questions or struggles that you'd like to see covered. Simply reply to the email and submit. I'll do my best to address them.
Advertising Tips
Microsoft Advertising launches Marketing with Purpose Business attributes
New attributes from Microsoft Advertising allow businesses to indicate their dedication to “responsibility, how your brand values align with the values of your customers, and how your brand is being inclusive,”
Marketing with Purpose Business Attributes allows brands to communicate quickly and easily how your brand is ‘for someone like me.’ They allow you to be authentic, which is the key attribute to building trust with customers.
Why I care: By adding in these attributes Microsoft is extending the ability to establish brand trust. A form of brand messaging that resonates with their target audience. Promoting what matters to the audience and builds brand loyalty.
It is its own personal message to what matters most to audiences. Letting them know that the brand listens and takes them seriously. When looking for ways to differentiate your brand from a competitor. Add this to the list.
Google Publishes New, Practical Guide on Key Ad Creative Best Practices and Tips
The guide includes a heap of practical, actionable tips for your Google ads, which also apply to other digital channels.
If you’re looking to optimize your Google marketing approach, then this will help – this week, Google has published a new, 30-page guide to its various ad tools and options, which provides a range of valuable insights and pointers to assist in your strategy.
Why I care: Whether you're a beginner or expert. The rollout of new tools and features has been ongoing. Staying up to date with the changes is going to help with planning and running successful campaigns.
Brand Building Strategies
Living the 5 values of agile marketing
In an ever-changing marketing landscape, we need to continuously look towards the future of our industry. This September, agile marketers from around the world came together to help shape the next wave of agile in the marketing space with a revised Agile Marketing Manifesto.
Why I care: I'm sharing this article because it speaks to Brand development strategies and growth. Implementing values that can solidify a brand and help create and highlight differentiators. Providing a competitive advantage and helping to close more sales.
Helpful Tips
Pinterest Tests Idea Pin Sharing Direct to Facebook and Instagram Stories
Pinterest is looking to help users maximize the promotional value of their Idea Pins, with a new option that will enable direct sharing to Instagram and Facebook Stories, complete with a Pinterest watermark.
why I care: The ability to share pins to a larger audience can not only help with building an audience on Instagram & Facebook. It can also help attract more people to the Pinterest account. A boost to building a brand.
20 Tips to Write Catchy Email Subject Lines [+ Examples]
Are you struggling to get people to open your emails? Check out our tips and best practices for writing email subject lines with some catchy examples.
Why I care: Email marketing is such a great form of nurturing brand loyalty. The value of a subscribers list is undeniable. Making email subject lines that can create more opens and clicks is worth the extra effort.
How to Get Your Facebook Page or Account Verified
Facebook verification gives your presence credibility and generates trust. Learn how to get your Facebook Page or profile verified.
Why I care: When looking to build up your brand authority and credibility. It's helpful to be verified as a legitimate business on the main social media platforms. It helps to validate your brand and pricing when speaking with potential customers.
Marketing Strategies
The greatest hidden cost to marketing success: Ineffective communication
Marketing leaders know that success today increasingly comes down to agility. Now more than ever, brands must quickly and compellingly engage audiences across a growing number of channels to drive results.
But one critical—and overlooked—factor hampers the ability to deliver on these goals: ineffective communication. For example, even well before the pandemic, poorly written communication was costing businesses a staggering $400 billion annually in lost productivity.
Why I care: Traditional brand messaging is changing because the target audience has changed. Without making the proper adjustments brands stand to lose existing customers. In addition, to not resonating with the new prospects that they hope to qualify and convert.
Marketing is about communicating. Successful marketing is about communicating the right messaging at the right time to the right audience. Omnichannel marketing, brand development, and strategies are all on the table. Things brands have to rethink for the short-term and long-term.
Search Engine Optimization/SEO
Google Ads: Phrase and broad match keywords that are identical to a query are now preferred
A phrase match or broad match keyword that is identical to a query is now always preferred as long as it is eligible to match, Google announced on Thursday.
In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords. And, Google has also revealed that BERT’s language understanding capabilities are now being used to understand the intent of queries and match them to keywords.
Why I care: This changes the approach to keyword research and search results. Adjustments to understanding the intent of search inquiries and keywords they're being matched to are significant.
This can work in the favor of SMBs that are trying to rank for keywords but having a hard time breaking through. Those lesser keywords that were easier to rank for may also be included in the search results. Evening the playing field and making the options more robust for the people performing the search. The competitive landscape may be changing.
Breadcrumb Navigation & How It Impacts Your SEO
Typically, breadcrumb navigation is a text path displayed near the top of the page near the site menu or primary navigation. Depending on the type of breadcrumb, it can show users how the page they are on is categorized on the site or the path the user took to find it.
Breadcrumb navigation is what’s referred to as a “secondary navigation” on a site. Used effectively, breadcrumbs are valuable to both your site visitors and search engines.
Why I care: If you're not looking into ways to provide a better user experience you're running the risk of losing visitors. Prospects that don't even get a chance to see if you're the right solution for their needs.
I'm sharing this article more for the DIYers who are building their websites. In addition to the entrepreneurs that are cost-cutting and aren't sure what is actually being cut when they're making decisions on who to partner with.
There are websites being created with layouts that have no flow or business sense. The poor user experience is killing any real chance of telling a brand story that leads to conversions. The goal was to create a website instead of an online representation of their business and their best salesperson that works 24/7 365. What they're getting is an employee who comes in hungover and spends the rest of the coasting instead of putting your business in a position to compete.
Consultation
Do you have any question or need help?
You're not in it alone. If you have follow-up questions or feel like you need help. Shoot your shot. You can book a free consultation by heading over to my calendar. Check the availability for a call and lock in a time that works for you.