We all know the story of Jack and the Beanstalk. In this classic fairy tale, poor little Jack’s mother gets majorly miffed when her son comes home with a hand full of “magic beans” instead of the money she hoped for after sending him out to sell their only cow. In her eyes, Jack was taken advantage of and manipulated into an unfair exchange and chances are, she wouldn’t be alone in these feelings. (I mean, let’s face it, those beans must’ve had one heck of salesman.) Like in the story, salesmen and marketers often get a misleading rap of being manipulative or tricking people into buying things they usually wouldn’t (or shouldn’t.)
You know what I used to hate growing up? Summer Reading. Picking up a book just for fun was and is great, but like most good things, once we were forced to do it, it lost all its charm. I have to admit though, despite the annoyance and intrusion on our summer relaxation, our teachers had good reason to assign what they did. We learned a lot (maybe with a little help from Sparknotes) and sometimes they were even genuinely fun to read. So, listen up, class...
What were you doing on March 14? While it feels like a short time ago, since then I’ve started a new job (as the Event Marketing Director here at IMPACT), visited six states, attended five high school band concerts, and started learning French. Did you know, according to the US Foreign Service Institute, it takes about 90 days to learn a new language? This and a lot of other things can happen in 90 days, but if you aren’t extremely specific about how that time is used, it can go by in a flash. Nowhere is this more apparent than in creating marketing plans.
The world is full of rules and expectations of what is “normal.” However, as I’ve grown and aged, I’ve learned that throwing some of those rules out the window or challenging those expectations can help you find the best things in life. These broken rules can range from small and simple to huge and complicated.
I’ll admit, when I first heard the term "conversational marketing and sales," I was a bit… well, confused. I remember asking myself, “Isn’t this just live chat? What do bots have to do with anything?” If that sounds like you, fear not. By the end of this blog article, you’ll be well on your way to becoming a conversational marketing and sales rockstar.
We’ve all been preaching it for years -- create quality content to attract and engage site visitors, but what happens when everyone is doing the same thing? (Which they are.) At this point, most businesses know they need to create quality content, causing the internet to become beyond saturated with articles, guides, site pages, etc. With all the content out there, fewer pieces are having an impact and fewer people are actually engaging with it. In fact, 50% of article content gets 8 shares or less. What’s worse is 3 out 4 of those articles will receive zero referring domain links -- zero.
So with the internet being the best it’s ever been, the ability to effectively communicate determines which businesses limp along and which become the thought leaders in an industry. After all, we live in a time where strategy, positioning, and messaging are almost more important than the very product or service you offer. Dollar Shave Club is the best example of this we’ve probably seen in recent. It was not the first company to sell razors, and they are not the best razors in the world -- but the company is worth billions of dollars and people love it. So, what gives?
Processes. We love to hate them, but even the best of us will have to admit, they are totally necessary. Truth be told, most of us figure that out the hard way, but we aren’t here to talk about why processes are important. We’re here to talk about identifying when it’s time to overhaul your existing processes. I’ve had the pleasure of “providing myself with an opportunity for growth,” (a.k.a: totally screwing up and falling flat on my face) when it comes to building sustainable website processes that benefit both my internal teammates and my clients.