Connect with us

Business Marketing

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.

Published

on

mobile apps, android tablets

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.

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.

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.

Published

on

headphones listen podcasts

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.

bar
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

Continue Reading

Business Marketing

Society has changed – no one wants help in a store anymore

(CUSTOMER SERVICE) Times are changing in the retail environment: a once customer-service driven experience is evolving into a minimalistic customer service approach.

Published

on

retail store help

Once upon a time, good retail management meant good customer service skills – asking customers if they needed assistance, helping them decide what looked best on them, and politely stalking customers to insure a sale was completed.

As technology evolves and become more prevalent and pervasive in our lives, these skills are no longer needed or wanted. A new study suggest that shoppers want to be left alone while browsing in stores, rather than be stalked, questioned, and coaxed into buying items they may not explicitly want due to persistent pressure from sales associates.

An HRC survey found that a whopping 95% of shoppers would prefer to be left completely alone while navigating the retail environment, rather than shopping under a constant barrage of questions: “Can I help you find anything?” “How are you today?” “What brought you in?” and the seemingly endless stream of inquiries, not to mention the sales pressure from those employees working on commission, can simply be too much for consumers looking to relax, browse in peace, or simply get in and out of a store quickly.

While the greater majority of shoppers may prefer to be left alone, this should not come as too much of a surprise, considering how much technology has supplemented the shopping experience. With enhanced apps and self-checkout lines it’s not hard to understand why most shoppers prefer to browse solo.

Smartphones have given us the ability to check prices, order goods, and check stock all without interacting with another human.

For many shoppers, this is an efficient way to save both time and money while shopping. For other shoppers, like myself, smartphones offer another way to shop without triggering my anxiety. Asking for help, or a price is nearly impossible – I’d rather go without an item than have to ask someone for help.

Sounds ridiculous? Believe me, it feels ridiculous too, but nevertheless, having alternative ways to shop without interacting, is a blessing for many people, for a variety of reasons.

What does this mean for stores? It’s time to take another look at your apps and/or mobile presence (and in-store wifi availability). Since customers are shying away from human interaction, is your app allowing people to scan for prices? Can your customers check stock and order things online to be picked up in store? Can customers use your app to enhance their shopping experience in-store? If not, you may lose customers to stores that offer these enhanced apps.

Times are changing.

Continue Reading

Business Marketing

How small retailers can adapt to new holiday shopping trends

(BUSINESS NEWS) Is your brand keeping up with shifting seasonal shopping trends? The changes are accelerating and small retailers must play catch up.

Published

on

small retailers shopping trends

Sometimes it really is Christmas in July. Shopping seasons for holidays are shifting, creeping into earlier slots each year. Specialty retailers have to keep up or risk losing business to larger competition.

When I worked at a locally owned children’s toy store, big box retailers often dictated our holiday seasons.

If Michael’s put out Halloween crafts at the end of August, we were pressured to follow suit or lose business. HEB groceries started lining the shelves with Valentine’s offerings almost immediately after Christmas.

It became a running joke to see how quickly other stores would skip to ahead to the next holiday.

One year at the toy store, we actually wrapped Christmas presents as early as July. While it was tempting to make the easy joke, we had a bigger question: is it really time to start ordering for the holidays already?

Smaller businesses, locally owned shops, and specialty stores typically don’t have the same purchasing power as say, Walmart. So if retail tycoons start stocking up on holiday items early in the season, other stores are left with limited inventory to order.

With less product choices, stores that don’t get ahead of the curve fall behind in sales and customer happiness.

Additionally, advertising inventory is limited. Since consumer holiday spending shifted to the six-day retail holiday starting on Thanksgiving, pressure is on marketers to capture customer interest.

Although larger retailers engaging in heavy marketing may lift the market as whole, success is not as equal. Only those who have the inventory to back up interest will see growth.

Online retail holidays account for a significant chunk of e-commerce spending. In 2017, online desktop spending between Thanksgiving and Cyber Tuesday accounted for 17.7 percent of all e-commerce holiday spending according to comScore.

Back in 2016, the same shopping period clocked 16.8 percent of online spending. We’re seeing a steady increase in early spending, but less days to spend.

This year there are 33 days between Thanksgiving and Christmas, but in 2019 that drops to only 27 days. There’s less time for marketers to capture attention before budgets get blown during Thanksgiving holiday sales.

Online retailers may lose out on sales if they aren’t able to leverage Thanksgiving retail shoppers.

Executing strong marketing strategies early in the season (rather than just joking about what the big boys are doing) is now crucial for brand success, especially smaller storefronts.

Continue Reading
Advertisement

Our Great Parnters

The
American Genius
news neatly in your inbox

Subscribe to our mailing list and get interesting stuff and updates to your email inbox.

Emerging Stories