Online Marketing Musts: The Cohesive Presence

If you are promoting a business, service, or even just a singular product online, then there are many things you have to think of. You have to be considerate of the demographics you are targeting, what your plan is for the future, and an exact idea in mind of the returns you want for the time invested.

In the midst of all of this potential confusion, it’s incredibly easy to forget a few central points. This threat is all the more potent if the business of managing your online presence and marketing is spread throughout a workforce.

The old saying about too many cooks spoiling the broth takes on a new modern day meaning when this happens. If you have separate sectors of the business all managing their own small corner of the online tools you use, then there is a huge risk of it not all making sense as a whole.

Online Marketing

When you promote online, you’re not just promoting something individually. You should be promoting your business as unified, as all being sides of the same coin. It can be tempting to leave each part of a business to manage itself and use its own online tactics, but this can ruin the overall impression.

As an example: let’s say you run a small hairdressing salon. You have an admin side and then the skill side, with the actual hairdressers. You treat these as separate from one another; rarely will they bleed over in the general course of a day, so they have separate strategies behind them. The admin side wants to appear competent, be able to offer appointments, solve problems – so this is how you promote them online. But the hairdressing side should be emphasising skill, innovation, and creativity.

If the admin side presents itself in its marketing as very corporate, then that’s going to detract from the carefully curated creative impression the hairdressing side needs to nurture.

What’s better? Bringing them together under one central strategy. After all, they all come together under the banner of a single company, so their approach to marketing should be able to blend together as well.

To do this, you have to employ a few different techniques.

Everyone needs to talk to one another. This is imperative; if a business can’t communicate effectively, then the overall picture is going to blur. Put some time into ensuring that you can manage a cloud phone system so that everyone can communicate no matter where they are. Also make use of social media and tools that help a business stay connected, and thus ensuring the online marketing strategy remains in sync.

You also need to think of your business core principles. While there may be different aspects to emphasise, an overriding set of principles is important. This can just be three words you think your company should be aiming for; these can then be kept in mind no matter which area of the business you’re focusing on promoting.

By employing these techniques, everything you do online will blend together and solidify your company brand for the better.

How To Improve Your SaaS Marketing?

When you’re starting out in SaaS product marketing, it may seem like a relatively simple task. You get the new functionality through your QA, you put together a string of accessible tutorials, and launch an email campaign. However, marketing your SaaS company can quickly grow in complexity, and will make innovation and expansion much harder than it has to be.

SaaS product marketing

Here’s a few tips for improving every facet of your SaaS marketing…

Coordinate Internally on New Features

When you’re trying to drive an SaaS company forward, it’s always important to keep things in perspective. For example, one little tweak to your live chat isn’t going to warrant the same resources as a totally new app. You can get around this issue by dedicating a page to important, but not exactly newsworthy updates. No matter how significant a new feature is, however, it’s absolutely essential to keep all business departments coordinated and informed. This will help everyone come together, and effectively communicate the right kind of information. The channels you use to keep everyone up to date are completely up to you, as long as you assure the right higher-ups stay informed on every little development.

Target Different Customer Segments

If your new product features are designed to improve user experience of existing customers, then you should put a decent amount of resources towards determining the segments of your existing user base that it’s most valuable to reach out to. This is going to have a major impact on the future course of your content marketing. An article like this: Embedded Analytics: Built-In Data Analytics Offer a Wealth of Potential Benefits, for example, is going to have much more of an effect on the CEO of an established tech company, rather than, say the head of an organic grocery start-up. By setting clear parameters dividing different segments of your user base, you’ll be able to spend more time and money on those customers who will benefit most from the new features, all the while making sure your marketing materials are distributed to as many people as possible. Even if the new features are primarily about targeting new sections of the market, and acquiring new users, it’s equally important to take this step, and develop your existing customer profile.

Define Important Communication Channels 

When you’re announcing new product features, it’s usually best to take a multi-channel approach. The aim here is to assure your message reaches as many of your customers as possible, and to limit those that slip through your fingers. While email outreach is going to be your main channel, you can use others to reach out to the people you would have missed out on otherwise. Interstitials in the form of in-app pop-ups are a great tool, as they assure that the majority of your active users will get the message, and will be more motivated to check out the new feature for themselves. It’s a good idea to include links to further information, and keep the actual body of the message short and sweet.

VPNs Are For Everyone!

Virtual Private Networks, often referred to as just VPNs, are groups of computers or discrete networks that are linked together over a public network- namely the world-wide web. While they’re most commonly used by businesses to fortify their cyber security, many people aren’t aware that VPNs have a wide range of applications, and can be used by pretty much everyone for a better online experience.

Virtual Private Networks

Here’s how… 

The Student/ Employee 

Students and white-collar employees have a lot of responsibilities, and in today’s increasingly connected world, regularly have to use a VPN provided by their university or business to access resources on their network when they’re out of the office or traveling. If they’re handling anything sensitive, and having to work somewhere where there’s a concern about security, they can just fire up their VPN, and then use the Wi-Fi in an airport or café without ever having to worry about security. This will stop anyone from snooping on the connection, and possibly stealing sensitive files.

The Downloader

Whether it’s legal or illegal, no download junkie wants to be caught up in a company’s witch hunt just because they have a known torrenting app on their device. When using Bittorrent or a similar service, VPNs are the only fool-proof way to make sure you stay safe. Any other measures you’re given will only lead to a false sense of security. Your use of video streaming services can also be at risk without a dependable VPN, as explained on Securethoughts. It’s better to take this precaution than get caught up in a torrent service having its lid blown off.

The Privacy Advocate 

With the recent global cyber-attack, more and more people are getting concerned with just how private their online activities are. If you’re one of these people, then a good VPN could be the answer to all your troubles. Whether you’re in a strictly monitored environment or a wide open one, VPN services can be used to keep all your communications encrypted, and away from prying eyes whether you’re at home or overseas. If you’re in the habit of hooking up to a range of different networks, and you don’t like the idea of others reading what you say online, a VPN could be just what you need.

The Globetrotter

Travelers are another big group that may be attracted to the features of a good VPN. These people want to receive programs live, without having to deal with the shoddy local networks that may be the only ones available. They’ll want to see their favorite TV as and when they air, rather than waiting for re-runs and translations. They may want to access location-restricted online radio that’s based in New York, while they’re sitting in a hotel room in Hong Kong. Whatever the reason, VPNs can help travelers get around barriers that they’d usually just have to accept.

If you thought that VPNs were only for big businesses, hopefully this post has turned that around, and shown you the awesome possibilities that come with these networks!

Inspiring Your Clients & Earning A Positive Brand Image

Businesses these days employ a range of tactics to best present themselves to prospective customers. Not only are smart marketing tactics taken into account based off of exposure and demographic statistics, but the purchasing habits of the general public are often used to target advertisements to extract as much revenue as possible from them. This is part of operating a business, you find ways to best glean revenue from those you’re selling to and hopefully inspire a return purchase. But is this all a business can do to inspire a positive brand image?

what is a brand

Sometimes the answer can be a little more nuanced than you might think. For example, with the increasing trend toward digital-based communications, which are often able for distribution freely, it’s not wrong to consider utilizing client outreach to help your brand image, without the actual need to sell anything.

The world is a big place, and there are millions of companies all vying for the attention of the consumers you’re trying to gain for yourself. How do you stand out? How do you look different to the horde and actually provide something worthwhile?

There are many ways, but one of the most reliable ways is through inspirational, informative content based in the field you’re selling your product or service in. For example, taking the fitness industry. Companies that sell supplements will often step back, take the time to create an email newsletter that provides informative, useful information about taking supplements, dietary requirements, and what training programs might go in hand with them. This doesn’t necessarily mean they’re selling said diet plan, supplement or training program, but they are, on the surface, making an effort to educate those on their mailing list.

This can only be looked at positively from those reading the email. It makes them feel valued, even if the email has obviously been mass distributed. It makes them feel like their custom is worthy enough of being catered for through actual, real means. You see the point? Positive client outreach, in a way that serves them rather than serves your revenue needs, can have a lasting impact in encouraging brand loyalty.

Who knows, maybe some time down the line, the client remembers said diet plan and would like to implement it to reduce his bodyfat, while retaining his muscle. Perhaps he’d like to use a fat burner for that. Due to the effort you went to to communicate through the email newsletter, he’s already identified the diet plan he’s thinking of embarking on with your brand. He’s statistically more likely to search for the supplement on your website thanks to this associative effect you’ve implanted.

This doesn’t mean you need to have a ‘harvesting’ mentality like that to make use of this. Sometimes an outreach of goodwill in this regard is its own reward, as having a positive, healthy brand image can return dividends you wouldn’t expect, like a positive social media review, or word of mouth traveling about your business (a marketer’s dream.)

Ultimately though, it can help a client stay engaged and active with your communications, and in the modern world, that’s one of the more valuable resources you can hold.