Books have been a main source of information for a long time and although we can’t exactly say that today, they’re still very important. Lots of people still read books to educate themselves. Even though the internet is now overshining our good old books, it doesn't mean that there aren't great works of literature anymore. If you keep on walking around the marketing section in your favorite bookstore and you just can't decide which one you should read, here's your new TO READ list.
Maybe one of them is exactly what you're searching for.
Published in 1966
“The greatest mistake marketers make is trying to create demand.”
Breakthrough Advertising is an absolute classic and a must for copywriters, marketing experts and anyone who wants to run a successful business. One of the main messages is that you should always target people who are already interested in your product and not waste your time on convincing someone who does not want it at all. You are going to learn about the very basics of advertising, from discovering the drive behind mass desire to focusing on the customer, to learning multiple techniques that will help you understand the importance of doing it right.
This key quote says it all: “Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it. Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tried to run against it.”
Published in 2013
We’re all exposed to advertising daily. And when I say daily, I mean ALL THE TIME. If we wanted, we could find ads everywhere for everything on the internet. Not just the ones that pop up in search results, or those video ads that haunt you whenever you try to play a YouTube video. Even an Instagram user posting a picture with his “favorite Nike t-shirt” or a friend of yours telling you about the body lotion from a certain brand…all of them are ads.
Jonah Berger explains what’s behind the curtains of successful advertising, so that you can understand the tricks brands play on you by using ads. Why is it that some ideas just catch on and spread like an infection? This entertaining easy-read book can help you get to the core of advertising, become immune to it and especially, learn how to utilize advertising for your own purposes.
Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley
Published in 2014
It’s true. Almost Everybody writes today. Whether it’s a book, a blog post, an Instagram caption, an e-mail to actual or potential customers or any kind of website post, most of us simply have to write. And it’s important to know that our words aren’t meaningless and they actually matter a lot. What we write tells people online who we are and it should carry the story we aim to tell.
In marketing, content is necessary. That’s why Ann Handley delivers this content marketing guide full of tips, tools and inspiration. It could educate anyone who’s new to the whole idea of internet storytelling. It might not be useful for experienced writers, but if you want the basics with clear, brief explanations, this book could be the one.
Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits by Claire Díaz Ortiz
Published in 2019
This piece by Claire Díaz Ortiz is a social media success 101. Getting into social media and especially doing social media right can be pretty overwhelming. What should you do to make it work for your purposes without letting it consume too much of your time and energy? Claire, who’s a former Twitter employee, will tell you all about it.
If you’re just at the beginning, struggling with developing a solid strategy or having trouble organizing your posts, or even if you do know social media, but you lost your inspiration and need new ideas and some good advice, Claire can help.
InstaBrain: The New Rules for Marketing to Generation Z by Sarah Weise
Published in 2019
How do you sell to the generation of consumers? This book is about the generation that was nursed on the internet and social media. Is there something that most of those, considered to be Generation Z, have in common? What resonates with them? Why does Generation Z answer so well to influencers? Why shouldn’t you overlook the massive potential of Gen Z? Sarah Weise answers all these questions and many more.
In order to catch the attention of this generation, it’s necessary to develop a whole new marketing strategy. InstaBrain will walk you through the things that bond all these people, where they search for content, why they choose to follow or unfollow, and what pushes them to make the move and buy.
#GetSocialSmart: How to Hone Your Social Media Strategy by Katie Lance
Published in 2017
Using social media for business purposes has been a must for quite some time now. But doing it wrong can be a real time consumer. To avoid the mistakes that many beginners do (simply because no-one told them), Katie provides us with this social media guide that has already taught many curious readers how to use social media from scratch.
In #GetSocialSmart, you’ll receive tips for your own smart social media strategy through all of the biggest social media platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest or Snapchat. Besides the platform’s functional basics, the pros and cons of each site, #GetSocialSmart contains tips for different types of content. Get inspired with the tips from a Pro.
Published in 2017
Blue Ocean Shift is the second book in the “Blue Ocean journey”. It is an expansion and update to the ideas mentioned in the previous book. “The Blue Ocean Shift is a roadmap to move you, your team, and your organization to new heights of confidence, market creation and growth.”
Why “Blue Ocean”? In the Blue Ocean strategy, there are red oceans and blue oceans. The Red Ocean represents a zone of fierce competition and no differentiation of value. On the other hand, the Blue Ocean means extra demand. This can be achieved via the simultaneous pursuit of differentiation and low-cost. Moving from red oceans of bloody competition to blue oceans of uncontested market space is as easy as following a five-step Blue Ocean shift process.
Published in 2016
Would you like to know how to go against the flow, bring original ideas to life and master new values? It might be quite risky to get into the uncharted waters, but there is a way to achieve all of this without losing everything.
Originals will help you tell the difference between a good idea and a bad idea, learn how to navigate a period of uncertainty, make new allies, understand when it is the right time to act, and last but not least, fight your fears and doubts. You will discover the story of a woman at Apple who challenged Steve Jobs from three levels below and other brave people who rejected conformity and put their opinions and ideas out there.
What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint by Nicholas J. Webb
Published in 2016
What do customers crave in today’s hyper-connected and competitive business world? It's true that lots of the old ways of providing customer service, even the ones that used to be the most effective, are failing. The two main questions of this book are: What do your customers love? What do they hate?
It doesn't matter who your customers are. All that matters is what they want, expect and the fact you can or cannot provide it for them. What Customers Crave is about truly understanding your customer types and helping you create great experiences for all of them across all digital and non-digital channels.
Conversational Marketing: How to Grow Leads, Shorten Sales Cycles, and Improve Your Customers' Experience with Real-Time Conversations
Published in 2019
“How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too)”
Are you wondering why lead forms are not as effective as before? Maybe conversational marketing is the answer. People are getting used to it as technology advances. Almost everything a modern user does on the internet nowadays, is real-time. All our actions are instant and we can always see instant feedback. Traditional marketing methods should improve along with technology.
Dave Gerhardt and David Cancel, CEO and founder of Drift, a company which creates messaging software for businesses, talk about how to merge inbound and outbound tactics into a more productive dialog with customers and how to integrate conversational marketing techniques into your existing sales and marketing workflow.
These are 10 of our top suggestions. Of course, there are hundreds upon hundreds of other great books out there, but maybe our list will help you choose your next favorite. Let us know which books have helped you!
Do you want to squeeze more out of online marketing? That's always a good idea. Bear in mind these faults so your effort will not come in vain.
This is a short guidance on how to create your business page. As mentioned in the article about facebook formats, the business page is sort of a profile of your business. Once it is set up, you can post any promotion, funny story, new opening hours or whatever you find relevant there.
Creating the page itself is not difficult. You only need your Facebook profile. In the upper bar on your profile, find the button “Create” and select “Page”. Choose “business or brand” and then enter all the needed info.
You will be asked for the page name, your business address (it does not have to be shown to anyone), your profile picture, as well as the cover picture. As you can see in the picture below.
When you enter all the information, you can start building the content of the page and then start inviting people. In the upper bar you can go, for example, to your inbox to check your messages, in the Insights section you can see how posts and the page perform overall, and in the publishing tools, you can schedule your posts as we explained in the previous article about community management.
If there is a specific action you want the visitors of your page to make, you can add a button for “Shop now”, “Contact us”, “Download game/app”, and plenty of other options. It is handy and makes the page look professional.
It is very easy to add any piece of content to your business page, but sometimes it is confusing to switch between your profile and the page. Lots of entrepreneurs struggle with posting personal things on their business page and vice versa :). Don’t forget to switch between profile and page! On your mobile phone you can find your page on your hamburger menu. On the desktop, you can switch to it in the upper bar by clicking the little arrow.
Creating a page is not a big deal, right? To use the whole potential of Facebook for businesses, you should create a business manager account, as well as, an ad account to be able to run your paid ad campaigns. Regarding Facebook advertising, you can find complex info in our e-book!
Did you sell a house? Tell people. It's not only a success, but also confirmation for others that you're an expert and can sell their properties.
Live stream house tours
You probably organize home tours. With a mobile phone, you can simply make a live stream through Instagram, in which you walk through the house, describe its advantages in your own words and show it to potential or current clients. The live stream, unlike a regular tour, reaches a larger number of people. Don't get me wrong, it is certainly not a substitute for real house tours. But it can help you reach people, who don't come, instead.
Live stream from the neighborhood
You will probably agree that the neighborhood of the house is one of the most important things to consider when buying a house. There is nothing easier than walking around with a phone in hand to show customers where the house is and what is nearby. Livestream that is done well can give them a real sense of the area.
Make quizzes and polls
It is a very simple and engaging thing you can do. Making quizzes and polls in Stories, or even as part of regular posts is a great way to increase engagement with people.
Chat in Stories
Now you can add the Chat feature to your stories. It means that everyone can join a group and chat with you or other participants. You can use it as a weekly FAQ and for a limited time to answer your followers' questions. It's personal and engaging.
Share existing content
There is plenty of interesting content on Instagram. And this is an advantage for you, because you can easily share the posts you like and show your followers interesting content that they enjoy. Sharing others content and mentioning their accounts alo increases awareness of your account.
Give people tips and ideas for interior design. People like this type of content. Take advantage of existing Instagram content and just share it on your network.
Gone are the days of driving through different neighborhoods and searching for houses and apartments with the for-sale sign. With around 50% of new homeowners finding their new homes online and only 7% finding it through the traditional yard sign it is easy to see why online advertising is becoming very important and effective in the real estate industry. More and more buyers are using the internet to search and find their dream house and it is easy to see why. Today’s technology allows us to search for any corner of the country for properties from the comfort of our living rooms.
So, with everything happening online here are 5 effective ways to sell houses with online advertising.
Have you ever wondered about how it is possible that you actually like the products you see in your feed? That is because of the targeting. You should always know who you are talking to. Who is your buyer persona? If you know it, you can tell Facebook what your potential customers look like and Facebook will target them.
Facebook allows you to target custom audiences, lookalike audiences and saved audiences. The saved audiences are our topic in this article. Those are the audiences that you can define by choosing people’s interests or location, demographics, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager. To narrow or broaden your audience, you can combine those as much as you like!
Regarding demographics-based targeting, you’ll get plenty of topics to refine your audience based on many options. The basic 3 are: Age, Gender and Language. That’s easy.
Location targeting allows you to pick the whole country, a city, or a specific radius around a pin you drop on the map. Imagine you are a realtor and you have a perfect house to sell in California! As an example, you can target people currently traveling or planning their next trip right there… To read more about the location targeting, read this article.
What is interesting here is the interest-based targeting! Interests are one of the best (and easiest) targeting options. They allow you to target people interested in a specific subject related to your product. Does it sound like a good option to target people interested in your competitors or the market segment you are in? To target people based on interests, you can either browse the menu with hundreds of interests or simply type some of them in and see what Facebook can suggest and offer you.
Everytime you edit your audience, you can check your potential reach and estimated daily results based on your campaign objective.
How does Facebook know? The interests are based on its users’ likes, apps they use, Pages they’ve followed, and more. Adding more than one interest will target people with at least one of them so you’ll broaden your reach.
Behaviour-based targeting allows you to target Facebook users by their purchase history, events they were interested in, personal anniversaries, etc. This data is gathered by Facebook analyzing many factors and also using external data sets.
You can include or exclude people based on another kind of information or connections e.g. ads they click, pages they engage with, the mobile device they use or the speed of their network connection. Interesting, huh? You can read more in Facebook article about best practices for detailed targeting.
Pretty much everything is summed up in the picture above. To save your time, save your audiences, so you can always use them again, copy them to make small changes and have a brand new one.
To read more about this topic, you can download our e-book below!
A strong community becomes a place where customers interact not only with the brand, but also with each other. This is a great source of positive and authentic reviews and it is also an opportunity to build a relationship with your audience. The best brands have killer community management strategies and this article explains the top 5 tips to help you better manage your community across all channels.
People plan their meetings, their gym sessions, their tasks in general, why not just plan the content, then? Planning weeks or even months in advance gives you the ability to readjust your posts if needed. Set up your content calendar and approval flows. If you are doing the content alone, make sure there are no errors. Stay consistent and relevant. Planning your content ahead will help you to see the overall impression. Try it! It’s satisfying.
2. Represent your brand identity
Are you a real estate agent, owner of a flower shop or a barber? Representing your brand or business does not mean you should be boring. Be entertaining, so your audience feels good as part of your e-company. Give them valuable information, call them to action so they engage with you. Be consistent and you will become memorable. If it is not in your brand identity to behave cheeky, as for example, Netflix does, find another way to communicate in a friendly and engaging way. :)
3. Track important metrics
As mentioned above, the realtor, the barber and the flower shop owner have something in common — they should not be boring. But they can have different social media goals. The realtor might be looking for new leads, because they don’t want to be dependent on one channel like e. g. Zillow. The barber needs more customers and the florist needs to be in the minds of all the guys who live near the shop, so once their special lady has a birthday, they know where to buy the best flowers! It can be difficult to determine how your efforts have contributed to sales and leads directly. Instead, it’s better to determine how you define your own success, depending on your goals.
Think about these points below:
Traffic: Is your community on your website? Do you see growth over time? Where is the traffic coming from?
Engagement: How many people are coming to your page versus those actually engaging? Which topics are they engaging in most often? This may determine your future questions, content and discussion starters.
Members or customers: How many new members do you get every week and how many do you lose? Is this consistent? If there was a drop or growth, find what caused it!
4. Use the data you collected
Analyse your posts, interactions and the feedback you get from your audience. Then OPTIMISE! You are the one who knows the data and your customers best. The value of data cannot be understated — you’ll end up with happier, more loyal customers, as well as more easily converted leads. Use the advantage!
People trust other users experience more than the companies themselves. Did you know that reviewed a product’s chances to be sold are 80% higher than one without any review? Positively reviewed, obviously. Social media is all about interaction, sometimes the best content will come from your audience.
This is User-Generated Content, or UGC. It is amazing because it is authentic, and reflects what your customers think about your brand and… it’s free. It will show your customers’ experiences, and it drives the conversation forward in ways that you won’t be able to do by yourself. It is the gate to engage with people and get closer to them, making your brand feel more personal and approachable. UGC can be anything e.g. posts or tweets mentioning your brand or reviews.
Two examples of UGC campaigns:
Remember: Everybody wants the response. And everybody wants the answers quickly or even instantly. Do care about your response rate and response time. It might seem that people take it for granted, but it really makes the user experience unique and enjoyable.