Smart Tech is Top Online Marketing Trend for 2014

Sorry for the absence. I'm back in time to kick off the New Year with the hottest online marketing trends for 2014.

The 2014 marketing prediction articles are circulating right and left this week. This article by Entrepreneur listed  the top 10 hottest trends for the upcoming year. Smart objects take the number two spot on their list. It seems like smart technology took 2013 by storm with companies launching their latest and greatest mobile device, tablet, etc. We saw the launch of the iPhone 5 this year and Apple has announced they will launch their iPhone 6 in the fall.

Technology seems to be leaning towards sci-fi trends such as watches that double as a computer/smart phone. One of the latest trends is Google Glass. Last year, Google launched these funky wearable glasses (which look like space age sunglasses) that double as a basic computer. Google is expected to launch a better and more improved (and less expensive) version this year, but it's not expected to be released until May.

Other hot tech trends that will help online marketers target the mobile/smart crowd:

• iPhones & iPads will have bigger displays
• Smartwatches 
• Smartphones to be improved with better high-resolution & curved displays

Keep "smart objects" in mind when developing your online marketing strategy this year. Make sure that your online marketing campaigns and content read well and look good on mobile/smart devices. Build websites that are mobile and user-friendly, and understand how your smart tech audiences think and act. They are busy and on-the-go, and they want information that's quickly accessible. Also, make sure to get on board with a smart device - yes, it's time to get rid of that outdated flip phone and join the 21st century.

Wishing you much success & prosperity in 2014! 
-Therese

What's the Buzz on Self-Publishing? My Interview with Writer & Author Leigh Hershkovich

The "Buzz" on Book Publicity & Marketing for Self-Published Authors & Writers 

• What does take to write and self-publish a book? 
• How do you market your book once you self-publish your book?
• Self-publishing vs. traditional publishing? What's the latest scoop?
• How does social media tie into the book publicity and marketing picture? 

I answer all these questions and MORE in my interview with talented writer and author, Leigh Hershkovich, who just released her first novel, Shattered Illusions.  Read my interview on Leigh's blog! 

A huge thanks to Leigh for interviewing me. It was a fun interview with great questions. For mystery/crime readers, check out Leigh's newly released novel--she's an awesome writer! 

Why Offline Business Networking Events Can Waste Valuable Time & Hurt Your Bottom Line

I am not anti-networking but I am not a fan of attending offline networking events that waste my precious, valuable time. I have wasted a lot of time and energy attending business networking events that didn't help my business. I also think it really depends on your market, regional location, and the types of business owners/entrepreneurs you connect with at these events. As a former fundraiser, I was forced to attend many networking events that I found to be a huge waste of time so I learned a few networking lessons over the years, and how to screen these networking events/groups more carefully.

Have you found yourself collecting a lot of cards at these events but you either don't follow up with these leads OR these leads end up being flaky and unreliable? I seem to bat zero when I attend these events--and it's not from lack of trying. I followed up with leads, and even wrote up proposals for potential clients. But the lack of professionalism turned me off so I chose not to return to these groups. I just wasn't feeling it.

I've made the decision NOT to attend offline business networking events anymore. If you have run across similar challenges with networking groups, I recommend that you consider either scaling back your business networking groups and/or doing away with them altogether.

So what about the human personal touch? You can still get that personal touch when you connect with potential clients and leads from your Facebook page and/or LinkedIn. It also allows you to screen people better before you make that face-to-face contact. Another bonus: you don't waste time and money traveling to a networking event--only to discover it was a big dud and you just wasted precious time networking with people that don't have any interest in your products or services.

Bottom line: What is your return on investment if you attend a business networking event? Just to socialize and have fun? I'm not anti-fun, but there is a time and place for having fun. If you attend these events for the heck of it, without any solid goals in mind, I suggest you re-think your lead generation strategies.

Before you attend an offline networking event, ask yourself the following five questions.

1. Do I have the time/energy/money to take ________hours out of my day/evening to attend this event? 

2. Do your homework first. Are the right people going to be at this event? My target markets? Potential leads/clients? Other business owners who complement my industry and aren't my competitors?

3. Do I have to pay a fee to attend? Do I have the budget to invest in a fee-based networking group? What do I receive (perks, benefits, etc.) in return for my dues/fees?

4. Am I obligated to produce referrals/leads to others in the group? Some networking groups (leads-based groups) have a mandatory rule that you must contribute so many leads per week/month to the group. 

5. Are there other avenues/marketing channels (i.e. social media, etc.) that I could pursue that will give me a better return on my investment? 

I've been down that road with networking groups and I found them to be a huge waste of my time. I am not against networking, but I am not a fan of wasted time and energy. If you find yourself wasting a lot of time at these events and you don't get viable leads as a result, you might want to ditch the offline networking for now and stick with online marketing channels.

Don't Reinvent the Marketing Wheel: How to Repurpose One Topic into Multiple Content Pieces

You don't have to start from scratch when it comes to your content marketing. I read an interesting content strategy today by Joe Pulizzi on Content Marketing Institute - take one idea/topic and repurpose it into 20 new pieces of content. Obviously, this won't work for every topic (or industry), but it's a great idea and makes perfect sense. This helps strengthen your brand across multiple digital and offline channels, and reinforces your online reputation and industry expertise.

Choose a topic that relates specifically to your industry and resonates with your target markets, customers, and clients. Don't be afraid to dive deep into the minds of your audiences--give them what they want! Not every content channel I listed below will be appropriate for your industry or niche, so be mindful of what works and doesn't work when it comes to your target markets. Remember to focus on just ONE idea or topic. 

As I read Joe Pulizzi's article, I thought, hmm, where and how could I take one topic and produce content in 20 new and interesting ways? These are the 20 content pieces I came up with--off the top of my head. 

1. Write content for your website 

2. Write and publish a blog post - if you don't have a blog, it's easy to create a WordPress blog.

3. Create a video and upload to YouTube and other video sharing sites

4. Upload a Powerpoint presentation on SlideShare and other free multimedia presentation sites

5. Create and publish an ebook focused on this topic (i.e. CreateSpace) - take your most popular blog posts or articles and turn them into an ebook

6. Write articles - contribute to article marketing sites such as Ezinearticles 

7. Write a white paper/report  or case study - offer as a free download on your website or blog

8. Share information in your e-newsletter. Write a short article centered around the topic or take key highlights from your blog post (cross-promote and include a link back to your blog)

9. Guest blogging & industry sites - reach out to bloggers and writers in your industry for guest blogging/writing opportunities

10. Be a guest on a podcast or online radio station - search out podcasts related to your topic or industry and pitch your topic idea. You can reach a wider audience by sharing your expertise and knowledge via online radio stations and podcasts.

11. Share content on social media. Take key points from other articles and highlight them in your social media posts.

12. Create an online course or webinar focused solely on your topic.

13. Connect with other industry experts and participate in online teleconferences that compliment your topic.

14. If appropriate, speak at local industry/business networking events and clearly focus on the topic. Hand out supplemental materials (repurpose a blog post or article tied to this topic)

15. Answer questions on LinkedIn or Facebook that relate to this topic--share your expertise and knowledge.

16. Join or start a group on LinkedIn or Facebook that centers around your topic/idea. Be active in these groups and share your content--just remember not to spam social media groups with advertisements or blatant promotions.

17. Use topic-related hashtags when tweeting i.e. #howtoattractcustomers, #socialmediamarketingtips, #socialmedia, #Internetmarketing etc.

18. Write online editorials, reviews, and helpful comments on other industry blogs, websites, and ezines that tie back to your topic.

19. Create visual infographics related to the topic - share on Pinterest and Instagram. 

20. Create and share a useful tool, template, or content freebie. Make sure it is "user-friendly" and easily accessible to your target audiences. For example, I have a free social media editorial calendar template that I share with my colleagues and clients. This is a handy tool and those I have shared with appreciate the fact that the work has been done for them. It helps them stay organized and focused on the big social media marketing picture.

Whew! That should give you plenty of ideas on how to get started with repurposing content in new and exciting ways. If you have other content marketing/repurposing tips that I missed, please feel free to share!

SEO Content Tips: Why Overused Business Catch Phrases Could Hurt Your Brand

Every industry/niche has its own jargon and buzz words. Before you sit down to write your next article, email, or blog post, look at the words you use. Are you using industry jargon and words that will go right over your audience's head? You want to speak to, and not AT, your audience. Obviously, there are times you can't avoid jargon (especially if you work in a very jargon-oriented industry like finance, etc.), however, the way you write to a colleague and/or employee is very different than how you should address your target markets/audience.

Ditch Overused Words 
You want your articles and blog posts to be easily found in the search engines, so write for your audience (and not for the search engines). Yes, keywords are important but write for actual human beings and don't inundate your audience with rambling, verbose jargon that leaves them confused.

Ditch the corporate speak. Avoid using the following words and "catch phrases" when writing business-related correspondence or content. These words/statements get overused in business content and the meaning becomes lost. Not to mention, you start sounding like every other brand/company out there.

• unique
• out of pocket
• push the envelope
• leverage
• incentivize
• level the playing field
• impactful
• hit the ground running
• liaise
• on the same page
• guesstimate
• go rogue
• synergize/synergy
• think outside the box
• win-win
• value-added
• turnkey
• under the radar
• throw under the bus
• throw it against the wall and see if it sticks

People don't want to read overused catch phrases that don't make any sense to them. Research and write about topics that interest your audiences and don't speak down to them! 

The Lady Thigh Shaper Debacle: Why Unsolicited Direct Mailings Are a Major Fail in the Digital Age

Sorry for the hiatus. I was knee-deep in true crime blogging about the Jodi Arias trial but now I'm back on track with my Zenful blog. So where were we?

A few months ago I was sent a piece of unsolicited mail. That's right, folks. An actual postcard that was delivered to me by the U.S. Postal Service. I didn't even know direct mailings still existed? I was not having the best day so when I read the postcard about "lady thigh shapers"-- evil looking stocking contraptions that reminded me of those horrid circulation stockings (which are not fun to wear--been there, done that!) -- I wasn't a happy camper.

I fired off an email to their customer service rep and basically told them they wasted postage by sending me an unsolicited piece of mail (can you say recycle bin?) and asked them to take me off their mailing list and to never contact me again. First, it is insulting to me as a woman. Did they find pictures of women online and say hmmm, look at the thighs on her, she really needs our vice-constricting thigh shapers, that will not only suck the cellulite in, but will also cut off her circulation? Thanks, but NO thanks!

I'm not going to name the company because I don't want to give them any publicity. C'mon, in the age of the internet and email campaigns, sending unsolicited direct mail is a HUGE waste of money -- not to mention it's a MAJOR fail.

That piece of mail really annoyed me and it only takes one customer, like me, to spread the word--and not in a good way! I told other friends about what happened and posted the information on my social media about my bad experience with this company. As a result, at least 200 plus people read about this company's spammy direct mailing. A lot of my female friends commented on what a lame product it was anyway--why would women even WANT to wear those awful stockings? Sorry, but the lace trim doesn't disguise the fact that they look like shapewear for women FAR older than me.

So word to the wise to all lady shapewear companies, don't send out direct mailings and insult women who never "opted in" and shared their contact information with you. I'm sure they bought my information from a list but the tired tricks of circa-90s direct mailings just don't work--and they definitely DO NOT work on me.

Major fail. You won't ever catch me wearing lady thigh shapers. Ever.

Troll Patrol: How to Spot a Troll & Other Cyber Riff-Raff

Sorry for the absence but I'm back and writing about my favorite topic: online reputation management. I've been quite active in a Facebook group that involves the trial of Jodi Arias. It's amazing how many trolls came out of the cyber woodwork with this trial. If you aren't familiar with the case, it's a huge profile murder trial that has been happening since January.

I've monitored social media groups before, but this case has really brought out the worst in people - to the point that people's pictures and identities are being stolen (even more scary, their children's pictures are being stolen). It's really easy to get caught up in the web that these trolls spin, but you really need to stay on your toes with these trolls.

An online troll is defined as: "someone who posts inflammatory, extraneous, or off-topic messages in an online community such as forums, chat room, blog, etc. with the primary intent of provoking readers into an emotional response." 

How To Spot an Internet Troll 

1. They use an alias (especially when they create social media accounts i.e. Facebook) and don't use their real name.

2. They only have a few contacts or friends on their profile or contact list.

3. They don't have any comments or interaction from other people posted on their page/account.

4. They don't have any photographs identifying who they are (or they post a fake photograph or image). Another warning sign: if they post pictures from high school and don't post current photos that could be a warning sign that they aren't who they say they are!

5. If they do have friends on their list, the names sound shady and fake (these could be under the same person - fake or multiple accounts).

6. IF they sound too good to be true, they probably aren't real. Also, if they want you to send money or donate to their cause, website, blog, etc. run in the opposite direction!

7. If they constantly send you spam messages, then yup, it's a TROLL!

8. Trolls use "throw away" email addresses. They use Gmail or Hotmail accounts so they can't be easily traced or they create bogus email addresses that don't even exist. This also applies with fake URLs of websites or blogs that don't exist.

9. Trolls are lazy - they don't want to take the time to fill out profiles or the "About" section. If these sections are left blank, then you probably have a troll on your hands.

and last but NOT least...#10 Trolls will always leave a trail and will eventually be caught. They will slip up with their email addresses, contact information, or use words or phrases that sound "fishy." Sometimes trolls use proxy servers (to hide their IP addresses) but as I mentioned above, trolls are lazy and they will slip up at some point...and that's when you can nab them.

If all else fails and you want to get rid of a troll, the best way to handle a troll is to delete them, block them, and report them to the administrator of the group, or report them to Facebook or Twitter.

For more information about how to avoid and protect yourself from online spammers and scammers, check out my blog series I wrote last year with fellow co-author, Karen Elliott.

Remember to stay safe and play it smart online - please, please protect your identity as it's very easy for these trolls to tap into your personal information. Hackers are sophisticated these days and you can never be too careful.