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4 ways to rise above the noise and get your message heard

(MARKETING) Getting your message heard in this noisy world isn’t impossible, it just takes some purposeful habits on your part.

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When you sit down at your computer or pull your phone out of your pocket, you’re essentially going into battle – a battle for your focus and attention. Will you be able to complete the task you set out to accomplish, or will you get sidetracked by one of dozens of distractions?

Here’s the truth: Your customers aren’t all that different than you. They’re exposed to the same internet noise and onslaught of distractions that you are. If you want your marketing messages to be heard, you must rise above the noise and engage your audience in a clear manner that’s worthy of their focus and attention.

Here are four tips for rising above the noise:

It doesn’t take a lot of foresight or experience to know that the internet is a noisy place. Every single second, 8,015 tweets are sent out, 842 Instagram photos are uploaded, 1,369 Tumblr posts are published, 66,615 Google searches are initiated, 73,580 YouTube videos are viewed, and 2.69 million emails are sent.

There are currently more than 3.8 billion internet users – a 42 percent increase in the last three years – and these figures are ballooning even more. Your customers live in a loud, chaotic internet world where everyone and everything is vying for their attention.

“Snapchat, Instagram, Facebook, Vine, Twitter, sports, news, and the list goes on and on,” says Alex Kahan, President of Nomad Communications. “Notifications and alerts bombard us by the second. So what’s a marketer to do? How do brands stay relevant in the face of this digital onslaught?”

The solution isn’t to publish more content or create more noise. This will only make you blend in. If you want to thrive, you must rise above. Here are a few suggestions:

1. Go where people are paying attention

The first step is to go where people are paying attention. People are busy and they don’t have time to visit dozens of different outlets to consume content every day. They’d much rather congregate at a village square where they can get everything in one place.

“In digital terms, that village square is social media,” marketer Justin Gray writes. “That’s why most brands aggregate their content on Facebook and other platforms these days: People turn there for business news because their friends, colleagues, and favorite leaders are there in one place. If you think you’re site is where your buyers eyes are, you’re mistaken.”

2. Get to know your audience.

Do you know your audience, or are you too busy focusing on your own needs and goals to notice what they want, need, and feel?

Before you can ever expect your audience to engage you, you must engage them. Work on getting to know your audience and focus on building a tribe. Eventually, the hope is that this tribe will become your customer base.

3. Be authentic

“Trust is the top factor when it comes to getting heard,” Gray believes. “If your mind is only on revenue, stop—that’s 25 steps down the road. Your first priority should be making sure your content persuades buyers to view you in a different light than every other business on the web.”

How do you breed trust? Through authenticity and transparency, of course. With all the promotional marketing and bogus advertising going around the internet, a brand that’s authentic and genuine will stand out. It takes more work, but it’s worth it in the end.

4. Develop visual content

In an internet landscape where millions of words are published on an hourly basis, you need visual content to stand a chance of rising above the noise. Even then, you aren’t guaranteed any visibility and exposure. Your visual content must be compelling.

Compelling visual content is unique, vibrant, eye-popping, and digestible. You only have a few seconds to make an impact, so you need to get straight to the point. This means prioritizing uniqueness, yet being consistent to what your brand stands for. Over time, your audience should be able to identify a style as being associated with your brand without seeing a logo.

It’s not easy to stand out in a noisy marketplace.

Even brands like Amazon, Apple, Coca-Cola, Disney, and McDonald’s face stiff challenges in this area. In order to be successful, you don’t have to reach the masses. You do, however, have to reach your audience and convince them that your messaging is more valuable, relevant, and worthwhile than everything else that’s competing for their finite attention. It sounds simple, but nothing could be more difficult.

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Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. When he's not consulting, glued to a headset, he's working on one of his many business projects. Follow him on Twitter and LinkedIn.

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Business Marketing

Ten podcasts that every business owner should hear

(MARKETING) If you’re a business and want to learn something, give one of (or all of) these ten podcasts a listen.

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So many choices, so little time

As podcasts grow more and more popular, it has become increasingly difficult to sort through the sea of excellent options out there.

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From interviews with business leaders to industry specific advice from experts, podcasts are an incredible free and convenient way to get a small dose of inspiration and knowledge.

Business podcasts for your listening enojoyment

This short list offers just a taste of the myriad of business podcasts available. Whether you’re an aspiring entrepreneur looking for some tips on breaking into a new industry or a seasoned vet hoping to get some new inspiration, we hope you’ll find something here worth listening to.

How I Built This, hosted by Guy Raz.

Podcast fans will recognize Guy Raz’s name (and voice) from TED Radio Hour. While that show can be a great source of inspiration for businesses, one of the most consistently inspiring shows is his new project that shares stories and insight from some of the biggest business leaders in the world. In just four months, Guy has talked to everyone from Richard Branson and Mark Cuban to L.A. Reid and Suroosh Alvi. While there are plenty of excellent interview-driven shows with entrepreneurs, if you want to hear about the world’s best known companies, this is your best bet.

The Art of Charm, hosted by Jordan and AJ Harbinger.

The Art of Charm is a business podcast by definition, but the advice it provides will definitely help you in other parts of your day-to-day life as well. With over three million listens a month, the incredibly populat show provides advice, strategies and insight into how to network effectively and advance your career and personal life.

StartUp, hosted by Alex Blumberg and Lisa Chow.

If you’re an entrepreneur, there is no excuse not to be listening to StartUp, the award-winning business podcast from Gimlet Media. The show’s talented hosts come from incredible radio shows like Planet Money and This American Life and bring a top-notch level of storytelling to the show, which provides behind the scenes looks at what it is actually like to start a company. Now on the fourth season, StartUp is one of those business podcasts that even people not interested in business will get a kick out of.

The Whole Whale Podcast, hosted by George Weiner.

One of the best things about podcasts is the wide variety of niche shows available that go in-depth into fascinating topics. One of those shows is the Whole Whale Podcast, which shares stories about data and technology in the non-profit sector. You’ll get detailed analysis, expert knowledge and can hear from a long list of social impact leaders from Greenpeace, Change.org, Kiva, Teach For America and more.

Social Pros Podcast, hosted by Jay Baer and Adam Brown.

Navigating the surplus of social media guides online can be a nightmare, so look no further thna Social Pros. Recent episodes talk about reaching college students on social media, the rise of messaging apps, and making better video content for Facebook. Plus, there are great case-studies with companies doing social right, like Kellogg’s, Coca Cola and Lenscrafters.

Entrepreneur on Fire, hosted by John Lee Dumas.

One of the original entrepreneurship shows, Entrepreneur on Fire has logged over 1,500 episodes with successful business leaders sharing tips, lessons and advice learned from their worst entrepreneurial moments. Sometimes humorous, sometimes heartbreaking, always inspiring, this show is sure to have at least one interview with someone you can learn from.

The $100 MBA, hosted by Omar Zenhom.

Think of The $100 MBA as a full-fledged business program in snack-sized portions. The daily ten minute business lessons are based on real world applications and cover everything from marketing to techology and more. Cue this show up on your commute to or from work and watch your knowledge grow.

This Week in Startups, hosted by Jason Calacanis.

This is your audio version of TechCrunch, Gizmodo or dare we say The American Genius. Each week, a guest entrepreneur joins the show to talk about what is happening in tech right now. You’ll get news about companies with buzz, updates on big tech news and even some insider gossip.

The Side Hustle Show, hosted by Nick Loper.

This is the show if you want answers for the big question so many entrepreneurs face. How do I turn my part-time hustle into a real job? Featuring topics such as passive income ideas, niche sites, and self-publishing, host Nick Loper is upfront and honest about the tough world of side hustles. The show features actionable tips and an engaging energy, and may just be that final push you need to grow your gig.

Back To Work, hosted by Merlin Mann and Dan Benjamin.
Focused on the basics that you don’t think about, Back To Work looks deep into our working lives by analyzing things like workflow, email habits and personal motivation. Somewhere between self-help and business advice, Back To Work takes on a new topic relating to productivity each week.

#LearnSomething

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Business Marketing

Use your love of the past as a niche marketing tool for your business today

(MARKETING) A market that is making waves is found in the form of entertainment nostalgia.

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Likeminded interests

Is it just me or does it seem like there is something for everything nowadays? Let me clarify, as that is a rather broad question…

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With the way communicating through technology has advanced, it’s become much easier to connect with those who have shared interests. This has become especially evident with interests in the entertainment community.

Entertainment nostalgia

It now seems like there is an event for every bit of nostalgia you can imagine. Autograph shows, meet and greets, and memorabilia collections of all kinds are held in convention halls all around the world. (To give you an idea of how deep this thing goes, there was a “Grease 2” reunion convention sometime within the last five years. Being that I’m the only person I’ve ever met who likes that movie, it’s amazing that it found an audience.)

This idea of marketing by use of nostalgia is something that is becoming smartly tapped and there are a variety of directions it can go in.

For example, the new Domino’s ads feature dead-on tributes to “Ferris Bueller’s Day Off.”

What’s your niche?

If you’re a fan of anything, it’s likely that you can find an event to suit your needs.

And, if you want to take it a step further, you can think outside the box and use nostalgia as a marketing tool.

I recently began dabbling in social media gigs that have brought me to a few different fan conventions. One was a throwback 80s and 90s convention that featured everyone from Alan Thicke to the members of N*SYNC. Another is a recurring convention that brings together fans of sci-fi, horror, and everything under that umbrella.

I was amazed by the number of people that came out to these events and the amount of money that was spent on the day’s activities (autographs, photo ops, etc.). I was energized by the fact that you can take something you have a great appreciation for and bring together others who share that feeling. Watching people meet some of their favorite celebrities is something that is priceless.

Hop onboard the nostalgia train

If you’re a fan of something, you don’t have to look too far to find what you’d enjoy — going back to the aforementioned “Ferris Bueller” example, there is a first-ever John Hughes fan event taking place in Chicago next month that will bring fans to their favorite Brat Pack members.

In the same thought, if you have an idea, now is the time to find others who share that interest and execute your vision.

#Nostalgia

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Business Marketing

Get a personalized daily checklist for your digital marketing strategy

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

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Check!

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

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Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

How does ClearPath work?

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website. If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

A great start

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

ClearPath is currently in beta. Check out their website to learn more.

#ClearPath

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