Category : Marketing Tools

108: How Do You Advertise an Online-Only Auction?

Whether the bidding is done with a raised hand or a clicked mouse is just a matter of auction location. Nobody asks me, “How do you advertise an off-site auction?” They don’t ask that, because they advertise off-site auctions like the way they advertise on-site auctions. Online auctions are just off-site auctions held in a virtual venue.

107: Rethinking the Company Brochure

Business owners often understand the golden rule when it comes to customer service. It’s interesting to me, though, how often we overlook that guiding principle in marketing and don’t design advertising that we’d want to read, if the roles were reversed. Give advertising unto others that you’d want given unto you; and see what happens to your company brochure—and your bottom line.

106: 4 Things Every Business Proposal Should Say

Empathy is huge for trust. That means letting people know that we realize that this is their treasured collection, lifetime achievement, or financial security that’s at stake. Each situation will determine what is professionally appropriate to say; and this doesn’t have to be a verbose section of a proposal, but intentionally moving into this perspective for even one sentence can be enough to separate ourselves from the competition.

105: Working With a Changing Newspaper Landscape

All media is adapting to technological advancements and changing audience habits, but the newspaper industry seems to have the toughest road to relevance. An observant eye will help us as advertisers take advantage of the deals and restrictions that stem from this newspaper landscape to best serve our customers.

100: The Pinterest Effect

There’s a lesson there for every marketer. What makes content quickly absorbable is compelling imagery, imagery which Pinterest users tend to pull from predominantly-commercial websites. Words—even headlines—are secondary. As a culture, we don’t’ care about explanations and slogans, if we aren’t drawn to them through the picture(s) they accompany. As a marketer who helps other marketers, I can tell you that if the design of our marketing media centers around large, singular imagery—and those images are professionally staged and captured—our advertising will be far more effective than the current average of small business advertising media.

99: Who Should Manage Your Social Media Content?

The problem is that social media sites are relational environments—places to do online what we do offline, admittedly with both upgrades and drawbacks over in-person conversations. In most situations you wouldn’t pay another company to go have conversations with people for you at social gatherings. So, why would you pay a company to have your conversations with your prospects and peers online?

97: Putting a Price on Your Friends List

If I had a dollar for every time I saw or heard the words social media, my wife and I could go on an international vacation—and I don’t mean Canada. I’m sure the same holds true for you. Websites like Facebook and Twitter and YouTube are touted as marketing gold mines, the future of advertising, the magic answer for harvesting clients out of thin air.

10 Tips for Better Marketing Emails—Part 2: Dont’s

Email should be an important component in every marketing campaign you create. Because the medium is free or very inexpensive, the temptation is not to place as much effort into it as with more tangible and public media. Beware of that pitfall. Surpass your competition’s emails by doing the small things right.

87: Measuring Your Social Media Influence

Social media analytics won’t tell you where to advertise your auctions. They won’t tell you how many people are absorbing your message—only those who interact with it. These sites don’t supplant the most important question to analyze your media outlays: “How did my bidders hear about my auction?” But they can give you a more informed perspective of how you’re doing at building an interactive brand on the Internet.

86: 7 Valuable Social Media Shortcuts

There are two halves to social media: sharing and interacting. While you can’t schedule your likes, comments, and other responses in advance, you can simplify the manner in which you collect and distribute the content you want to share. By uploading more than status updates, you can show your audience that you are a source—or at least a distributor—of engaging knowledge. Then, when you share updates about your business, these posts will have more credence and smell less like spam. You do have time for online social networking, if you use your time wisely.

85: Where Should You Advertise?

The only metric that should inform your future advertising is the collective answer to one question: “How do my bidders hear about my auctions?”

Some media will be in the budget simply to show the breadth of your campaign—to assuage sellers. But the majority of your sellers’ advertising dollars need to be going to higher ROI media, and you need to be able to sell and defend your suggested advertising outlays.

82: Long Distance Marketing

On a regular basis, I talk to auctioneers who are proposing and contracting auctions across state lines—in some cases across multiple time zones. Whether these auctioneers are selling for distant estates with local heirs or for banks with holdings in multiple states, they are faced with the same dilemma: how do we find buyers in geographic areas outside of our expertise?

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