Welcome to the Talon Mailing & Marketing February 2017 Newsletter.
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Free Marketing Tools
By Jim Higgins, Entrepreneur.com
There’s only one thing better than finding a cool new marketing tool, and
that’s finding a free, cool new marketing tool.
Here’s a list of four marketing tools that add real value
-- but don’t cost a thing!
1. Portent’s Content Idea Generator
Ever get stuck trying to come up with ideas for your next article, blog
post or free guide? If so, this is a great tool for you. With Portent’s
Content Idea Generator, you simply enter a subject of your choice and the
tool provides you with a series of unique angles on that content in the
form of a headline.
For example, “Small Business Marketing” becomes “The 18 Best Small
Business Marketing YouTube Videos.” While all the suggestions won’t be on
the mark, it’s certain to help with your creative process!
2. Hemingway App
Hemingway helps you simplify. It makes your sales copy more impactful and
understandable for your online and offline prospects. It does this by
analyzing your content and returning color-coded alerts signaling overly
long or complex sentences, unnecessary adverbs and passive voice.
Why is this important? Great marketers know that simple and clean messages
cut through the noise. Simplicity gives you the absolute best chance to
resonate with your prospects.
3. Pablo by Buffer
Do your social media efforts slow to a halt when it comes to producing
compelling images to accompany your content? Worry no more. Buffer makes
creating social media images super-fast and super-easy!
With access to over 600,000 free images, basic photo effects, the ability
to add text and tools to easily size for a variety of social networks, it
provides a practical, “light” alternative to more complex software tools
The link: https://pablo.buffer.com/
4. Open Site Explorer
Links are a big deal when it comes to search engine optimization. Open
Site Explorer allows you to enter the URL for any website and it
immediately returns all the inbound links (other web pages that link to
you). For each inbound link, it also reports the page and rank authority.
This is important because Google and other search engines will reward your
site if other “high authority” sites are linking to it.
You may also want to use Open Site Explorer to run an analysis on your
competitors. What high quality websites are linking to them? Is there
opportunity for you to gain a link with these same sites, either through a
submission process or a personal request?
Three Sales and Marketing Strategy Ideas For 2017
By Candis Roussel, Business2community.com
As we enter a new year, the only thing we can be certain of is uncertainty
So as you plan your sales and marketing strategy for 2017
the keys to success are to build on the fundamentals and stay adaptable.
Here are three powerful strategies that will give you an
advantage in any economy.
Strategy 1: Get to Know Your Buyer… Again
In his landmark 1960 Harvard Business Review article,
“Marketing Myopia,” Theodore Levitt wrote, “Selling focuses on the
needs of the seller, marketing on the needs of the buyer.” His point was
that businesses weren’t taking into account the buyer’s perspective —
their needs and motivations. Fifty-six years later — thanks to Levitt,
Peter Drucker, and other marketing pioneers — we’re a little wiser. We
know that our clients drive the marketplace. But most companies still
don’t walk the talk. They get complacent. They think that because they
work with clients every day they understand what pressures their clients
face. That couldn’t be further from the truth.
Like politics, the marketplace undergoes constant change. Your buyers’
needs and priorities can shift dramatically without your knowledge. Even
if you were to talk to your clients every month about their challenges,
there’s a good chance they won’t tell you everything. Why? It could be any
number of reasons. For instance, they may be embarrassed to reveal their
financial or operational weakness. They may not think that your services
are applicable to their emerging problems. Or they may already be talking
to other firms to address those issues. Unless you have a program in place
to detect clients’ changing priorities you won’t see them coming.
It's vital to conduct regular research on your target audience. But as we
enter an unpredictable and perhaps historic period of change,
understanding the market’s effects on your customers is more important
than ever. Research offers a new window into your audience — and supplies
a set of data you can use to make more confident decisions about your
sales and marketing strategy, your service offerings and the types of
clients you will target in the future.
Strategy 2: Promote Your Differences
Most professional services firms suffer from a bad case of “homogenitis.”
They not only look and sound the same as their competitors, they often are
the same — offering the same set of services to the same broad audiences.
It’s easy to see how this happens. Many firms are founded when
professionals leave their old companies to start their own ventures.
Because they are practitioners and not business innovators, these new
entrepreneurs do what comes naturally: they model their businesses on the
ones they worked at in the past. This impulse creates a multitude of
lookalike companies that look to their more established brethren for sales
and marketing inspiration.
Now consider the poor buyer. How does he or she choose from an army of
clones? The answer is differentiation. The best way to differentiate your
firm is to have (or create) a real difference. Usually this takes the form
of a specialty. Specialization requires sacrificing one part of your
market to create exceptional traction with another.
But the important thing is to find something to talk about. Find an
attribute you can “own” in the marketplace. It doesn’t have to be unique,
but it can’t be something your competitors are talking about.
Once you identify your primary differentiator, don’t shy away from it. It
needs to become the thing that clients associate in their minds with your
firm. That’s how strong differentiation and brands are built.
Strategy 3: Make Your Expertise More
I've written extensively on the value of making your firm and your experts
more visible. It’s one of the most productive ways to invest your
marketing dollars. And in an uncertain economy it fosters critical trust
among your buyers and influencers. Visible Expertise builds heavily on
content marketing. It works because it converts an asset you already
have—subject matter knowledge—into marketing gold.
How does it work? In a nutshell, when a firm’s experts freely share
valuable knowledge with the market—by publishing and speaking to the
firm’s target audience—they allow future buyers to sample their expertise.
This experience builds trust over time. And when the moment comes when a
reader is ready to buy services or make a referral, your firm will rise to
the top of the list.
For many firms, this approach is a significant departure from how they’ve
done marketing before. For others, it moves the focus to a set of
activities they do already and amplifies it.
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Win Brooklyn Nets Tickets!
Enjoy a great day of Basketball!
We are giving away two tickets to see the Brooklyn Nets.
All you have to do to win is be the first telephone caller (please don’t
hit reply or send an email). Voice mail messages count so it's fine to
leave a message. Call Michael Borkan at (631) 667-5500 x 11. These
tickets are great seats!
Wednesday February 8, 2017.
Nets vs. Washington 7:30 PM.
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Four Free Marketing Tools
Three Sales and Marketing Strategy Ideas For 2017
Download Talon's Free Postage Software With The Latest Rates
Mike Borkan's Apps & Links - Apps & Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Apps & Links:
Some interesting things to check out...
Webslides.tv - WebSlides makes websites (and HTML) presentations easy.
- Task management for organizations made easy.
Pikka - Pikka is a
easy to use color picker for developers and designers and a great way to
organize your colors.
Grammarly.com - Grammarly makes sure everything you type is easy to
read, effective, and mistake-free.
Tinystats.co - Succinct website and app visitor reports sent directly
to you via email or text message.
Laughable.com - Discover Podcasts of comedians you love.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
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