Video: Grow Faster! Craft Messages to Engage Your Ideal Customers

Marketing experts Cesar Keller and Mason Duchatscheck share valuable strategies and tools for how to craft content to engage your ideal customer. In this video, you receive support for:

  • Determining what, why and how to create brand personas
  • Discerning pain points suffered by your prospects
  • Understanding keyword research, and why to add keywords to your marketing content
  • Leveraging seven persuasion techniques
  • Writing content keeping your customer view and pain points in mind

Cesar Keller is the owner of Simple Flame and an expert in marketing and website development. For further support, you can reach him at Cesar@SimpleFlame.com or 314.266.0674. Mason Duchatscheck is president of Build a Tribe and you can reach him at mason@buildatribe.com or 314.960.7852

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Video: Brand Personas – What and Why

Creating Brand Personas can help build a stronger culture and brand for your business. Learn what larger corporations have been doing for quite some time now.

What is a brand persona? A fictional profile of customer types written down in plain English. Why create Brand Personas? They help you understand your customers better. Instead of nameless, faceless, demographic data that makes it harder for you to have empathy, create personas that allow you to understand that pain points of your customers. After all, Branding = Relationship. And you can’t build relationships if all you are basing your marketing on is statistics.

To truly understand your prospects and customers, you need to have a relationship and understand motivations and hardships. Creating Brand Personas can help you create a customer-centric culture and improve your marketing initiatives.

Video: Business Websites

A brochure website is very static. There’s so much more business owners can do with their website to gain a greater return on investment.

Web development expert Cesar Keller answers the question, “what is the difference between a brochure website and a business website?” His answer is that a brochure website is a very static website, simply a dump of content. There’s so much more that business owners can do to gain a return on investment. Today’s websites include the brochure data but are capable of extending value way beyond that aspect alone. Cesar Keller reminds viewers that among other things, your website can:

  • Assist you in building a pipeline of prospects
  • Be a living, breathing mechanism that brings you business
  • Incorporate tools that automate the building of your business
  • Provide processes that automatically function to save you time and gain you connections
  • Help you to convert prospects by moving them through the process steps that ultimately lead to sales

To learn more about and see the results possible through the skills and proven track record of Cesar Keller and SimpleFlame, call Cesar at 314-266-3485 or email him at cesar@simpleflame.com

Writing for the Web

Content… it's the meat of your website.  A beautiful design can only get you so far.  It’s important to not only consider your message, but also refine the way you write your message for users to absorb on-screen.

 

Imagine how you feel when you visit a web site and immediately feel overwhelmed by small text and an abundance of content?  The messaging could be perfect, but the delivery of the message needs to be refined for the web medium.  Often times, companies approach content for their website like well-written documents, like reports, marketing literature, brochures, etc.  Web writing requires a unique approach, and in fact should seem very personable.  Besides some basic marketing writing tips, I will cover a few critical considerations that make a huge difference in how your website visitors digest your website information.

Write for Your Audience

As a rule of good marketing, make sure you have identified your target audience, and write to their needs, pain points or goals. It would be great to consider the following questions:

  • Who is your audience?
  • What content are they looking for?
  • What do they know about the topic/issue?
  • What are their reasons for reading this text/page?

In addition to identifying the information for your audience, also consider the relationship you want to create with your visitors, and ensure your tone matches.

Write for the Medium

This is where most people have the hardest time.  Writing for the Web is very different from writing for print. Visitors will not print your web pages and read them.  Users come to your site, and make a snap decision if this is “the right place”.  If they cannot figure out who you are, what you do and whether you are relevant to what they are looking for, they will leave.

People do not read a website, in the traditional sense.  79% of users scan the page instead of reading word-for-word. This could mainly be because reading from computer screens is 25% slower than from paper. It’s important to note that in our information age, attention is the scarce resource.  To ensure your content is digested, a good rule of thumb is to keep web content 50% of the word count of its paper equivalent.

In addition to text, since users like to scan, remember to vary your “content.”  Information can be presented a number of different ways on a website that is not as ideal in print. Take advantage of your medium.

Include Search-related Keywords

Besides direct traffic from clients and referred visitors, people find you, your services, solutions and/or products through search.  In fact, more than half of web users rely on search engines to navigate pages or find relevant information online. So it’s important to use keyword-rich, relevant query terms on pertinent pages that can be used to search for the topic of the page.  The reason this is so important is because search engine results only provide relevant queries, which is based on the relevancy of certain keywords used within the context of the page.  You hear people reference being at the top of Google. This is very true; people typically do not go past page 1 or 2 of a search query.

The best way to generate a list of your ideal keywords is to research common synonyms and generic terms used by customers or competing companies, and include those within the content of the page.

These tips help improve your visitor’s time on site and with conversions, even if that means a successful contact form submission. If you can talk the right talk to your identified audience, write specific to the web medium, understand how people use the web to digest information, and ultimately craft your message to be tracked appropriately by Google using relevant, keyword-rich content to your visitors, your web writing has worked for you.

For deeper strategies, techniques and takeaways on writing specifically for the web, read “Essential Strategies for Web Writing”, available to Academy members.

Using Digital Tools to Manage Your Business

Business owners are always trying to find ways to run their business more effectively and save time.

It only makes sense because time is money. Economic conditions and competition in today’s market demand productive management. Digital tools are emerging at a rapid pace. This allows several options for us, as business owners, to evaluate these tools for different areas of our business. Tools can dramatically improve business flow and provide a productive boost.

Common Challenges

We also face common challenges where these tools are more necessary to conduct business with source agnostic solutions.  Within our society (personally and professionally), we have become independent of our workstations. We check email anywhere, meetings back-to-back, commuting, and conducting business on the go. As this is as much a benefit to our flexible business culture, without certain online tools that are device or source agnostic, we would live in a productivity nightmare. It’s critical to access your important information no matter where you are or in the event of a computer failure, which we know always happens at the worst time.

Investment costs are also a concern for many. Luckily, digital tools are typically more cost effective for the small to medium sized business owner, both in terms of an initial investment price, and not having the overhead costs to upgrade and maintain traditional software.

Digital tools really are the key to some proficiencies. There are numerous types of productivity tools like the following:

  1. CRM (Content Relationship Management)
  2. Accounting
  3. Contract Management
  4. Event Management
  5. Support Ticketing
  6. Project Management
  7. Document Collaboration
  8. Brainstorming
  9. Note Taking / Research Clipping

All are unique and solve specific needs to help increase efficiency to sell more, do more, assist more, and make more.

I’d like to share one digital tool that has revolutionized our business. At SimpleFlame, we do business across 6 different continents. Between time differences, international costs and the not-so-dependent email tracking, we were faced with challenges like:

  1. Versioning issues
  2. Delays in responses
  3. Tracking issues
  4. Delayed “official documents” via snail mail
  5. Various repositories for digital and hard copy contracts.

Adobe Echosign to the Rescue

After researching different ways to manage documents and contracts, Adobe Echosign was the solution that solved our business pains for contract management.

All businesses require signatures across different kinds of documents such as: contracts, work orders, estimates, proposals, and more. The type of document doesn’t matter, but how these documents are generated and how they are signed make up a process unique for any business.

Adobe EchoSign helps reduce the time it takes to go through this process in a very simple manner.  It’s an online subscription service available through cost effective plans meant for businesses of all sizes.

Learn more about this digital signing service at echosign.com.  E4e Partner Expert, Cesar Keller, shares strategic reasons for using EchoSign at SimpleFlame, a successful Saint Louis based web agency with international clientele.  Learn practical aspects on how SimpleFlame manages contracts and work orders by reading the article within the e4e Academy.

Productivity Through Digital Contracts

Have you ever considered using an online e-signature service to manage contracts?

Every business requires documents to be signed.  If your company is still waiting for physical signatures and faxes, then you might be able to introduce a new workflow to save you time.  Imagine all the following scenarios in your business:

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