Viewing entries tagged
marketing

Comment

Why You Should Be Integrating More Storytelling Into Your Strategy

Bold & Pop : Why You Should Be Integrating More Storytelling Into Your Strategy

We've all grown up listening to stories and as we grow older, we start to tell stories to connect and interact with others in our everyday lives. But we don't always do it when it comes to our brands! Here's the thing though, it's one of the best tools you can use when it comes to building a connection with and growing a community for your brand.

Just think about some of your favorite brands or business owners... Why are you drawn to them? Most likely because they're telling stories you can relate to. And this makes storytelling one of the most powerful connectors in life and it's no different when it comes to brands. 

There's a story behind the name of your company, what brought you to start your brand, the project you're working on, etc. which means there's always a story to share. These are the stories that build your brand and create strong genuine connections. They show the person (or in our case, people) behind the brand. People get to know your personality. They get an idea of what it's like to work with you. It brings that human element that brands so desperately need nowadays. 

For as long as Bold & Pop's been around, we've had notebooks, graphics, mugs, you name it with the term "get shit done" on them. And while that's fun, it has a little more meaning to us. You see, before starting Bold & Pop, we worked together and we used to call ourselves Team Get Shit Done (Team GSD for short). So one day, we decided to share that little tidbit on Instagram and made so many new and stronger connections with our followers! 

As you can see, you don't always have to share a big deep story. You can make connections with something short and sweet too. But there are definitely a few things to keep in mind when it comes to successful storytelling for your brand. 

Grab their attention right up front

Since storytelling typically requires a longer than usual post (especially on social media), you want to make sure you grab your audience's attention in the first sentence or two. There's nothing worse than starting to read a post only to want to take a snooze. Hook them immediately so they want to continue reading (and keep coming back for more). This may be getting right to the point or saying something a little controversial. It's totally up to you and your brand how you grab their attention but make sure you do it or they'll move right along. 

(Pro tip from our Facebook group: Add a #longpost warning at the beginning so people know there's a story to be told!)

Be authentic

The point of storytelling is to connect with your audience in a new and genuine way. If you're not being authentic, there is absolutely NO way you can make this genuine connection. 

For example, if you're talking about being motivated on Monday but really you're grumbling, procrastinating and wishing for Friday, your audience will notice this and be immediately turned off. 

Your audience isn't stupid. They can tell if what you're saying is authentic and aligned with your true brand. Don't worry about what others are doing. Do you and you'll see many, many more valuable connections with your audience! 

Have a strategy with a bigger point

Don't tell a story just to tell a story. There should always, always, always be a point to the story. And this point should align with your brand. 

Before sharing ask yourself, why am I telling this story? What do I want people to get out of it? A laugh? Some motivation? A heartfelt connection? All of it matters but make sure it is very clear. You don't want anyone in your audience saying, "what was that about?"

Use data to back-up any claims

If you can use scientific evidence, studies, or any relevant data in your stories, do it! This will help provide a solid foundation to build your story off of. These are facts to help prove any claims you're making are actually legit. Don't believe us? Here's some proof. (See what we did there?!) 

So who's ready to take on some storytelling? One thing we like to do is mix in our stories with other posts so there's a health mix of content. So while planning out your content see if there's a way to add a story here and there. Then let us know how it goes in the comments! 

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

Comment

Comment

#RealTalk: There is No Silver Bullet to Business Success and What to Focus on Instead

Bold & Pop : #RealTalk: There is No Silver Bullet to Business Success and What to Focus on Instead

I'm dropping some #realtalk on the blog today... So let's just dive into it. Despite what you may have heard, there is no silver bullet when it comes to business success. It's not your branding or your website... It's not your PR strategy... and it's not your social media strategy. Which are ALL important in their own right, but truth bomb.... not one of those things is going to make or break you. This, coming from a firm that business owners hire to help them do ALL of those things! 

So what gives? There are so many businesses marketing to us these days (ding, there's that marketing strategy) that their course or services or book are going to be the one thing you need to make your business successful. And while we will all definitely have things that are game-changers in our businesses, I think this approach is setting a lot of people up for disappointment. Because unless you just get lucky (which some do), there's usually a lot more work to making your business successful than just reading one book, or taking one course, or designing the perfect logo. It's about putting your best foot forward on ALL of the things and creating synergy between all of those components. 

Below I'm digging in deeper on my theory and what you should consider while creating your strategies.

If you build it they will come... Well, maybe not

Your branding and website are incredibly important to your business. The way you present your business or blog on social media and on your website is often the first impression people will have on your business and there is NO doubt that that is super important. Here's that but part though. Having a beautiful logo and website is great, but if you're not marketing it or getting the word out about your business... chances are, orders and clients aren't just going to flood in.

Just because you build it, does not mean they will come. Slapping up a few Facebook ads doesn't cut it these days either. When you're a small business or start-up and working with a small business budget, often you need to get scrappy when it comes to your marketing strategies. You're not Nike, so even though you just invested a lot of money into your website, no one knows about you yet and SEO will only get you so far when you're starting out.

Just like the phrase, "don't put all of your eggs in one basket," the same goes for your business strategy as well. Having a plan for your business is great, but equally as important is having a comprehensive marketing and sales strategy to actually get your business off the ground. This means nailing your branding and web design, plus having a marketing strategy, PLUS having a sales or conversion plan. You can't just build things these days, you have to hit the ground to tell people about your business or blog and then have a plan to try and convert those engagements into sales, views or whatever goal you're going after.

You're getting the views and interest... now what?

Whether you're working hard on your own getting your business name out there or you hired a professional to help, you need to think big picture with your marketing plans. Just like how your website and logo design aren't going to magically print you money once they're launched, neither is one element of your marketing plan.

When we work with small businesses, we're usually focusing our social media, PR, and influencer marketing strategies on a few key things -- awareness being a top one. To get people to book with your company or buy your products, they need to not only know about you but also trust your brand. Now hereeee is where your stellar web and logo design come into play. The goals of your marketing and PR strategies is to introduce people to your business and peak their interest. To get them to go back to your website... to call or email you... to buy your products. Having a user-friendly website and branding that really speaks to your target market will indeed help you heaps once you have people landing on your website, but there's still a lot more that goes into that process.

This is where a lot of people get tied up or lost on the concept that PR and social media does not always correlate directly to sales. Say what?! But, that's why I'm hiring someone to do these things for me.. to get featured in the media and grow my communities to then grow my business. I hear you, and the end goal of sales and booking up your services is certainly in our minds as we're working on your strategies, but as mentioned that your website is only one piece of the puzzle, so is your marketing strategy.

First things first, we need to increase awareness of your business and begin to grow that trust. If you think of the brands you purchase on a regular basis it's because you've learned their names, you've come to learn about the quality that they provide and what to expect. When you're a new business that no one knows about yet, they don't know you and might not be as eager to just give you a shot. Building your reputation and growing your audience is a marathon, not a sprint. This is why it's important to have a plan (yep another one) for how you will convert the audience you grow from your marketing efforts. As you get momentum on your marketing strategy the views will start coming in, and then it is up to you to prove to people that your business is worth spending their hard-earned dollars on. 

Finding Your Synergy

And here is where everything comes together. What really brings you success in your business is finding your synergy. Coming up with a plan for how all of the moving pieces in your business pull together. I can grow your social media accounts by thousands and get eyeballs on your website, but if you don't have a user-friendly website or you don't have an opt-in setup, my work is likely going to waste. You need to have a plan and process to first grow your community and then convert those new followers, into customers and clients.

Sometimes it feels like a what came first, the egg or the chicken situation, but when you launch anything, you really need to think about the big picture for your goals. Because it's probably going to take a strategy or two... or ten to actually get you from point A to point B. That's why, while we can all learn a TON from other business owners, there is never going to be an easy roadmap to tell you exactly what turns to make. You have to test strategies, see how your audience responds and adjust accordingly. Every success story is different and that's really why there is no silver bullet. 

What you can do, is take the strategies you've learned and map out your big picture goals and make plans for each of your strategies and how they will work together. What are your goals for each step of your marketing and business plan and how do they work together? A lot of times I think people just do things because they think they're "supposed to", but if it isn't serving a purpose in your bigger picture then.. well there is no point.  Better yet, do you have the capacity to maximize the efforts of each?

Too often, I see clients who launch PR campaigns and are excited to be featured in the press and then they don't highlight their mentions on their website. Or clients who launch influencer marketing campaigns but then don't re-post the user-generated content anywhere. Or clients who launch social media campaigns to increase their awareness but then they don't update their website or get back to inquiries in a timely manner. I get it more than anyone, running a small business is a lot of work, but make sure you can keep up with the goals and start to find that synergy between all of your efforts. Otherwise, you'll put a whole lot of effort in without seeing the fruit of your labor.

I know it seems like a lot, and it can be, but I'd rather dish up some truth than buy into this magical illusion that is being sold to people. Is it hard work and does it take a lot of planning and adjusting? You bet, but keep at it and you'll get it!

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

Comment

4 Comments

6 Homepage Must-Haves to Grab your Website Visitors’ Attention

Bold & Pop : 6 Homepage Must-Haves to Grab your Website Visitors’ Attention

Last week we decided to offer free mini website audits to five random members of our Facebook group and we were kind of blown away by the interest in these! After doing our first batch of audits, we noticed a trend in some of the feedback we were providing and it got me thinking… what are the top few pieces of information websites must have on their homepage to grab their visitors’ attention to keep them on their website? Well that’s exactly what I’ll be talking about today so let’s jump right in!

Overview

Your homepage is the first impression you make for people visiting your website (assuming they aren’t landing on your blog or another page from other marketing efforts) so you want want make sure they get to know your brand immediately. That means your who, what, and where should be front and center. This should include:

  • A short description and/or bio of your brand that provides an overview of the purpose/mission of your brand

  • Featured products/services or latest blog posts to show your visitors what you have to offer

  • Location (if applicable) which will help local customers/clients find you

This seems fairly simple and straightforward but many times brands don’t have this information or it’s just not as clear as they think.

When you’re so close to a project, sometimes it’s hard to tell if you’re being clear or not… it happens to the best of us! You might want to consider asking family, friends or any biz besties you have (anyone that will actually be honest with you!) to look at your homepage and let you know if it’s clear who you are, what you offer, and where they can find you. This can help you refine your overview section if needed.

Call-to-Action (CTA)

This is one of the easiest things to forget to add but can have the most impact on directing your site visitors to the information they are looking for. Your CTA will depend entirely on the information on your homepage as well as where you want to direct your visitors but a few examples include:

  • Learn more and have it linked to your About page, Services page, etc.

  • Shop now and have it linked to your shop page or specific products

  • Read more and have it linked to your blog

  • Check out our work and have it linked to a portfolio page

One of the best ways to do this is by having the CTA as a button in a brand color that will stand out. It will draw your visitor’s eye to the button so they know (either consciously or unconsciously) to click there as the next step.

Pro tip: Add CTAs to all your pages where it makes sense to help guide your visitors to different parts of your website so they can easily access the information they are searching for.

Opt-In

Most people aren’t necessarily going to purchase from you the first time they visit your website. Not impossible but for the most part this is true so you want to make sure you capture their information with an opt-in. This way you can stay in contact with visitors that are already interested in your products/services/blog. You can either lead them through a sales funnel or simply provide advice and remind them of the value you may be able to provide them in your email newsletters.

However, don’t just throw up an email signup and hope for the best. Have some sort of free offer they receive for signing up… something that will be of value to them! Maybe a percentage off their first purchase or a free workbook to help grow their business. It will all depend on your particular business and your target audience but just make sure you offer something enticing and valuable.

Pro tip: Test your opt-in with different offerings. You may be surprised by which offering resonates the most with your audience. You may also want to do seasonal or holiday specific offerings too. Think about what could benefit your audience most and see what works best!

Social Media & Contact Info

Similar to why you want to have an opt-in, you want to make sure you have social media icons and your contact information all linked and visible on your homepage (preferably in the footer or header so it’s on every page!). Again, they may not purchase from you right away but love when you have to offer so you want to make it as easy as possible for them to contact you if they have questions or stay connected with you on social media!

This will help cultivate a better relationship and trust ultimately leading to an increase in sales.

Testimonials/Reviews

Now if you’re a newer business and don’t happen to have any testimonials or reviews, that’s ok but just keep this in mind for later down the road! You also don’t need all of your testimonials on the homepage. Choose 3-5 that you can highlight in a creative way (a rotating slideshow is a favorite) so they don’t take up a ton of real estate on your homepage but your visitors can read them to get a better feel for your business and what you’re offering. You can also add a CTA for visitors to read more on your actual testimonials page if you have one of those too.

This is just another way to start building trust with your website visitors so they feel comfortable working with you or purchasing from you.

Photo of You or Your Team

This one is mainly for service providers but it can also apply to product-based businesses as well. Along with having images of your work or products, having a photo of you and/or your team puts a face(s) behind the brand. This is becoming increasingly more important as the demand for H2H (human-to-human) type businesses grow. (The movement of people wanting to get to know the people behind the brand and work with actual humans rather than automated services, etc.) Just like with the tips above, this instills trust in website visitors and helps them feel like they know you better.

Also, if you’re a service provider meeting with clients, this can also help make customers more comfortable since it will let them know who they will be meeting with.

And there you have it! But one very, very important thing to remember is that every single website and business is different and what works for one might not work for another. So you want to figure out what works for your particular website and go from there. Take away some of these or add more to your website… you know your business and customers best!

Want us to look over your website and give you some personalized feedback? Join the #BoldBossTribe for a chance to be chosen to receive a mini 15-min audit only available to our members.

P.S. Exciting news! We launched the free #GoingBold Facebook Group and would love for you to join us! Come on over!

4 Comments