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How about offering a break instead of a permanent unsubscribe.

How about offering a break instead of a permanent unsubscribe.

 

By law and to be ethically sound every promotional email should contain an easy one-click unsubscribe button.

 

However, you don’t want to give up on your subscribers so easily.

 

The usual ‘sad to see you go’ might be polite, but only confirms their action.

 

Instead, prevent your customers from unsubscribing by first offering them a real alternative: To pause their subscription.

 

This might not mean much to your subscribers, but for you it’s a second chance: It gives you the time to work on your newsletter and improve it. So when their subscription is back on, they hopefully like what they see and stay subscribed.

 

This will lower churn and improve your customer retention, showing how creating Value Added Content can have real impact on business success.

 

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LinkedIn is a great platform to market your business.

LinkedIn is a great platform to market your business.

 

LinkedIn offers a very attractive target group, with a high income and twice the average buying power.

In addition, LinkedIn users are open for business: “A full 50 percent of B2B buyers use LinkedIn when making purchasing decisions. With 76 percent preferring to use recommendations from their professional networks, the site is essentially ‘built for social selling’.” – Hootsuite

So make sure your company gets found on LinkedIn.

On top of it go the extra mile to proactively get your business out there:

 

Publish VAC = Value Added Content

Share your content expertise by creating relevant posts. Be careful about actually publishing on LinkedIn Pulse, always keep your content on your own platform and link to it.

 

Cross-Pollinate: Connect with other social media

LinkedIn is well integrated with other social media. Simply ensure all the boxes are ticked to cross-publish your content to / from other social networks.

 

Engage with Groups

You can only join 50 groups, so choose wisely. Participate actively in LinkedIn Groups by posting relevant content and commenting. Create a company branded group for exposure of your business.

 

Use your professional headline as a status update

LinkedIn calls the text under your name on your profile your professional headline. It is by default displayed with your LinkedIn Profile Card. In addition, every time you update your headline, your entire network gets notified. So utilise this space to announce company updates or offer special deals, give-aways and links to more info.

 

Cold Message

Use LinkedIn’s advanced search to find prospects. Keep in mind it’s about making meaningful connections so set a strict filter to get good results. Remember the search terms, so you can find these potential customers again in future. Draft the invitation message carefully: Be clear what the mutual benefit is of connecting.

 

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So, what you’re up to these days. I hear Content Marketing is hot.

Ah that’s so passé. I’ve discovered a whole new industry I’m specialising on.

Oh wow, what’s that?

Extreme Niche Marketing.

???

Yes, it’s where you cater for a fan base of 1.

!!!

 

You heard it here first!  😉

 

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Quality over Quantity

It’s an ongoing dilemma – quantity vs quality – that applies to posting content. Just that it might turn from well-meant spread to ill-perceived spam.

The trend goes to favouring quality content over quantity:

Collecting a followship is good to build momentum, but to have real impact, only quality content works.

Instead of overpushing the content onto your followers in the hope they’ll get to see it this time around, the goal could be to provide such great content that people wouldn’t want to miss out on it and check back regularly.

A better practice to ensure many people get to see the content is to trigger what social media was designed for: sharing.

Likes are overrated, the true social media currency is engagement.

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VAC = Value Added Content

VAC = Value Added Content

 

Content Marketing is not making content for your Marketing, but structuring your Marketing around your valuable content. I like to refer to valuable content as VAC: Value Added Content.

Just like Value Added Services add value to the standard service offering,
Value Added Content adds value to the standard content offering.

 

A VAC = Value Added Content ideally fulfils the following 10 criteria:

1) Accessible: Available via the communication channels of the consumer’s choice, customer-focused, user-centric.

2) Relevant: Attractive to the audience.

3) Meaningful: Actually carrying a piece of information. What is the message? What is the CTA = Call To Action?

4) Easy to understand: KISS = Keep It Short and Simple: Can you explain it in one sentence? Can you explain it to your mom / your kids?

5) High quality: Factual, proofread, optimised. What is your Content Expertise?

6) Transparent: Clearly leading back to the originator, honest.

7) Different: A unique voice, authentic, on brand.

8) On Topic: No diversions, manipulations or alternate motives.

9) Frequent: Regular, planned updates.

10) Interactive: Inviting to a conversation.

 

Incorporating valuable content in your Marketing strategy most likely means a business review of some sort, starting from defining the voice through branding or learning about your audience to restructuring the way you organise your content.

In the age of information overload don’t underestimate the impact Content Marketing has on your business success. To keep a focus on value is always a good business practice.

 

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Michael Ventura

I do everything content.

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