Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Ten content marketing trends for 2013

The trends that Froelich foresees altering the marketing landscape go far beyond the digital platform and affect the usage of digital data to better inform business decisions and processes throughout the organisation - such as the use of 'Big Data' gathered digitally to provide a more personal and better targeted approach to both new and existing customers, ultimately driving a sense of 'personal understanding' and therefore satisfaction, engagement, and even loyalty to the brand. The ten major trends identified are as follows:

1. Data: go big or go home
   Big Data provides vast amounts of information available to organisations. This includes everything including visitor behaviour, posts on social media sites, digital pictures, videos, purchase transaction records and location-based information. To cope with this data, new approaches and tools for in-database analytics, text mining and sentiment analysis will provide marketers with a better understanding of data points, quality and gathering. With integration across data sources, they will be able to actively use customer preferences, transaction history and preferred interaction channels to guide their marketing efforts.
2. A personal touch
   Providing a personal touch will become a prerequisite for companies who want to keep online visitors from content hopping. Personalisation plays off the increased capabilities of using big data but needs to take into account online customers' privacy requirements. Real-time factors, such as click behaviour, search behaviour, device detection, location and more will supplement customer information to inform marketers what any specific customer wants to do (task or objective) and where and how they want to do it (device and location). In addition to product recommendations, this can include images or related content based on their profile and behaviour.
3. Mobility
   Current trends show that content consumption via mobile continues to grow with a marked decrease in consumption of other channels. With smartphones now comprising 50% of mobile phones purchased, the expectations for this channel are even higher. Moving forward, targeted mobile ads, apps, and mobile-specific websites will become a standard way of doing business, much like web and email marketing. Integrated marketing plans will automatically include the mobile channel and mobile tactics.
4. Content-rich differentiation
   Content Marketing remains an essential part of the lead generation process and provides a "value add" that extends beyond product promotion. Through integrated content plans and technology that span all channels, marketers can repurpose and target content. Strategic use of a broad variety of tactics (apps, webinars, site content, bylined articles, email, events, social media, and so on) will be coordinated to follow the customer journey and hunger for value.
5. Modular content & responsive design
   With more and more channels available, the ability to mix and match modular content will increase in importance. Modular content for web, email, mobile and a variety of devices will need to be combined with responsive design to ensure content presentation is optimized for any device. This modular "reate once publish everywhere" approach ensures content is used to its fullest extent. But "everywhere" needs to take into account what a customer actually wants to do. Content modules will be based on purpose, message, relationship (between content) and priorities.
6. Extra sensory connection
   Through experiential marketing, customers engage and interact with brands, products, and services in ever more sensory ways. As marketers increasingly understand what customers do where, they can apply innovative experiential approaches to the appropriate channel. Interactive and immersive digital experiences will be increasingly possible through tablets and touch-screen environments. Swipe, interaction, highly visual interfaces and task-based design will lead visitors through a story-telling process, where they make the choices that lead the next information they'll see.
7. So-Lo-Mo The merger of Social, Local, and Mobile (SoLoMo) trends reflects how customers really interact. With mobile advancements, marketing strategy will increasingly address these three variables together, so that content meets target audiences' expectations. Social media and location data can then provide in-the moment mobile engagement and promotion.
8. Marketers go to their customers
   Marketers no longer rely on a website's "Share" button or their own website content and will increasingly post content through Facebook, LinkedIn, YouTube and others. They will also employ a broader variety of content -articles, infographics, e-books, blog posts, videos and social media updates - to deliver a company voice that people want to listen to - on the sites that customers want to interact with.
9. Online / real world interaction
   As most customers are now always online, more integrated strategies will emerge for retail, event, face-to-face interaction, social media, applications, campaigns and action points. There will be more relevant, interactive opportunities for mobile customers through mobile brand interaction (e.g. Foursquare and Facebook). This mobile engagement will keep them connected through things like in-store promotions, travel information, location-sensitive apps, event interaction and social media.
10. Your organisation gets social
    2013 will see social media strategy mature with more and more cross-functional teams (brand managers, marketing, customer service, sales, product development, collaboration, work process, HR) involved and fewer silos across organisations. It is now clear that social media has lost its status as "new media" and is now firmly entrenched in how businesses communicate.

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)