More Snow Keeping You Home… Why Not Add More Marketing?

Posted by dscaringi on February 17, 2015

As the Boston area continues to get pummeled with snow storm after snow storm this winter, people are finding themselves home a lot more than usual. This may seem like the perfect opportunity to hunker down and get things done.  But are you struggling to focus?  Somehow, Boston has been brought to a grinding stop while the rest of the nation continues along their path.  But be careful… your commitments, deadlines and every day work isn’t going away. It is quietly piling as high as the mountainous snowbanks we see around town.  Need some words of advice to keep you in the right direction so that you don’t find yourself standing behind a huge mess come spring? Here are some suggestions for this snowy winter:

  • It is far easier to market your services in small steps.  Think about it…when you are faced with 18 inches of snow, it is daunting to shovel out the driveway in one outing.  Much the same with marketing.  If you try to do all your marketing all at once, you will exhaust yourself before too long and risk giving up. Break up your large marketing tasks into smaller, more manageable activities and spread them out over regular intervals.
  • Use leverage.  When lifting anything (lots of snow definitely qualifies), it’s important to lift with your knees and support the vulnerable areas of your back. When marketing your services, it is effective to leverage lots of different tools that gain you visibility.
  • Layer Up.  During cold weather, it’s best to dress in layers.  That way, you can shed layers as you warm up and get comfortable. The same concept applies to marketing your services. Use content across multiple layers of platforms (email, Twitter, Linked In, Facebook, etc…) to reach your targets.
  • Use quality tools.  You would never try to shovel snow with a teaspoon.  You need an appropriate tool for the job. Plan marketing approaches that take advantage of appropriate, available resources.  This doesn’t mean you have to spend a lot of money, it just means you need the right tool for the right job.
  • Outsource efficiently.  If you can’t shovel, you can choose to hire someone to do the job for you. Perhaps you have the resources to hire someone with a snowplow or snowblower.  Marketing your services can sometimes feel like a lonely road, but it needn’t be. It does take personal dedication, time and experience to accomplish your goals. The option to outsource components of your marketing plan is very helpful, but outsource appropriately…no one can replace your personal effort to build relationships.

So now what? Take advantage of travel bans and blizzards to connect with people and further your relationships from the safe comfort of your home.  We can all relate to one an other in times such as these.  It doesn’t take a huge effort– but it does take a concerted one.  Don’t give in to the many lazy snow days.  Take 15 minutes to connect with someone today via email, phone or social media.  Besides, it beats shoveling!

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Content Marketing, the Key to Becoming a Thought Leader in 2015

Posted by dscaringi on January 5, 2015

Content marketing is a most effective tool for marketing businesses and firms of all types.  In 2015, marketing experts predict that content marketing will remain the go-to tool for not only standard marketing, but also for building a reputation for thought leadership.  Effective thought leadership strategies have always showcased niche knowledge through well written and cleanly presented content. However, to get the most out of your thought leadership content campaign, you need broad exposure to get the most leverage. This crucial visibility comes from an array of well positioned public-facing channels, including social media and blogs, websites, e-books, videos, in person engagements and more. If you want to put content marketing to work for you, make sure it does the following:

  • Provides helpful and easy-to-consume information to an audience who wants it.
  • Is educational in nature.  Content marketing is most effective outside of a hard-sell environment.
  • Fosters conversation that furthers the audience’s search for the right fit.
  • Shares timely material covering topics that your intended audience needs to do their job or further their goals.
  • Uses media that your audience is comfortable using such as written, video or audio.

When using content marketing, make sure you create helpful, easy to find and simple to use material.  To position yourself as a resource, use topics that you are intimately knowledgeable about and give useful information away.  When you prove to be a reliable and consistent source of information, your audience will come back to you over time.  The more often people come back to you and are satisfied with what they learn, the closer you are to becoming a thought leader.

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Happy New Year!

Posted by dscaringi on January 1, 2015

As we enter 2015, I feel hopeful and excited.  I enter this year knowing that anything can be accomplished with strong relationships, short and long term planning and persistence.

Thank you for reading my blog.  I hope it continues to be a resource for you well into the future!

Happy New Year!

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