Who else? <3working from home

It’s hard to believe that it’s been a full year since we launched WPCourses.com! In that short time, we’ve been incredibly inspired by the group of ambitious learners we have been able to work with. In fact, we’ve been so moved by the enthusiasm of the community we’ve built so far that we want to ensure this experience is available to as many people as possible.

So we’re happy to announce the launch of our very first free course, Intro to Blogging. In this course you’ll learn about: 

  • What blogging is and why so many people are doing it.
  • How to set up, navigate, and manage your blog or website. 
  • How to create blog content like a pro and create a site people love to visit.
  • How to identify your audience, set goals, and build your own blogging strategy.
Illustration of site editor and paint brush.

By signing up you’ll get access to our course platform where you can work through each lesson at your own pace and take your time to really put that information to use as you build, design, or revamp your site.

We also used our time building out the free course as an opportunity to improve our existing content. We went back through all of our resources, added new lessons and tips, and expanded our curriculum to make sure participants are fully equipped with the most up-to-date set of tools, strategies, and best practices. Our rapid courses offer a more hands-on learning experience where you’ll benefit from: 

  • Helpful tips and tricks that are shared and discussed every week. 
  • Prompts and ideas to help you get unstuck when you need it. 
  • A community of peers who grow and learn with you. 
  • Weekly office hours when you can chat with experts and ask questions in real time.
  • Quarterly meetups led by true industry experts to ensure you’re using the best tools and strategies to grow.

As a way to celebrate the launch of our free course, we’re also offering 25% off our paid courses— just use the coupon code below at checkout. You’ll get access to the course and the community for a full year so feel free to jump in when you’re ready.

time2learn

Important Info !

Many of you know that I’m based in Portland, and I will always have a soft spot for this city. That being said, I think Portland has some of the biggest varieties of niche businesses, brands, and entrepreneurs. The city, known for being “weird,” draws in many small business owners and entrepreneurs with dreams for… Read more »

The post Top 37 Entrepreneurs In Portland, Oregon appeared first on One-Click Lindsey.

Important Post

Motivational Marketing: Can it Solve a B2B Marketer's Biggest Problems?

Motivational marketing is not a new concept, but it is controversial. This strategy marries classic behavioral science, psychology, and the basic needs and desires of humanity into a marketing approach that goes beyond the product or service it’s selling.

Motivational marketing goes beyond the basic features and functionalities of a product or service, addressing the intrinsic desires and self-identity of the consumer. It takes the powerful human desire for self-determination and uses it as a tool to tie a product in with the inspirations and aspirations of the consumer. Most importantly, it provides a clear image of how the product ties in with the customer’s own vision of their future and view of themselves.

In this article, we will further define what motivational marketing is, provide some examples, and discuss the benefits and criticisms of this marketing theory.

Customer demographics and buyer persona

There is a reason why tech companies have been at the forefront of marketing in the past decade. Catering to an increasingly young audience, tech companies such as Apple, Facebook, and Beats by Dr. Dre have been known to use attention-grabbing and sometimes outright bizarre marketing strategies to gain attention.

Target-Markets

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Consider the fact that according to recent surveys the average web developer working in the United States today has less than five years of working experience because they began their careers in a completely unrelated field. It’s clear that the tech industry is dominated by young professionals with different motivations and ideas than their parents. Understanding your customer demographic and what motivates them – and, as a marketer, being careful not to inject any of your own personal perceptions and ideas into that vision – is key to motivational marketing.

All marketing professionals understand the importance of being aware of your core customer demographics. In motivational marketing, however, it’s important to boil this demographic down to several key buyer personas: a certain type of person rather than a diverse group of people. This enables marketers to have a deeper understanding of the typical buyer for their product or service. It allows them to truly delve deeper into the motivation behind the purchase of their product.

Let’s say you are a company that sells gear for outdoor recreational activities. Your customer demographic on social media can be described as middle to upper-middle-class individuals from suburban locations aged 25-55 years old. To gain a deeper understanding of this customer segment, you try delving deeper into certain buyer personas. One such buyer persona is a 42-year old married professional male with children who value physical fitness. Let’s call him Harry the Hiker.

Let’s take a look at how you could use motivational marketing to inspire Harry the Hiker to choose your outdoor gear over all the different options available.

The buyer’s journey

In order to use motivational marketing to inspire Harry to choose your brand over all the others, you must have a deeper understanding of the buyer’s journey. According to marketing experts, there are three stages to a buyer’s journey that every brand needs to understand: the awareness stage, the consideration stage, and the decision stage.

The awareness stage revolves around a problem or needs the buyer has. It is the marketer’s job to help raise awareness of this problem or need in a way that draws attention to their product as a potential solution. Let’s turn our focus back to Harry the Hiker. As a married professional with children, he probably has a lot of responsibilities and experiences some long hours at the office. He’s a person who enjoys seeing the fruit of his labors and does not shy away from challenges.

Awareness-Stage

Image Source

Harry is energetic and driven, but long days at the office have him feeling a little more drained than usual. Harry feels like he is missing something in life: an outlet for his naturally energetic, upbeat personality that is not tied to work or family responsibilities. Maybe he wants to feel the thrill of accomplishment for his own sake, which is what used to motivate him in his younger years. Making Harry aware of this need is key in motivational marketing.

The next step in this buyer journey is to make Harry consider what his options are for solving this problem. In our scenario, encouraging Harry to embrace the beauty, rigor, and solace of hiking could be presented as an answer. By contrasting the wild outdoors to the restricting, stuffy confines of an office setting, Harry can be motivated to learn more about hiking options near him.

Finally, in the consideration stage, Harry is fully committed to starting hiking as a recreational activity. He is researching the gear he needs to buy and is watching videos from social media influencers active in the outdoor recreation scene. By making Harry feel like he is in control, while also inspiring him to make a decision in favor of your brand, motivational marketing utilizes a balanced approach between the product and the consumer.

Your outdoor gear company can use imagery and carefully crafted copy on your website and social media to draw attention to your online store and compel your buyer persona to embrace your product as a solution to their needs. Consider the popular outdoor clothing outfitter North Face, whose slogan is ‘Never Stop Exploring’. This simple slogan is inspirational, motivational, and catchy. It encourages even older and less physically active people to engage in outdoor activities.

It also subconsciously causes the reader to contrast the outdoor aficionado’s life with someone who has “stopped exploring,” perhaps a person who is immobile, uninterested, or uninspired by adventure. Sometimes bringing a customer’s attention to a persona that they don’t want to identify with is as powerful as doing it the other way around.

Drawbacks of motivational marketing

There are some drawbacks to motivational marketing, however. Motivational marketing must be subtle and, most of all, it must show an intense understanding of your customer demographic and their wants and needs. If you want to be effective, it can’t come off as exploitative, fear-inducing, or guilt-tripping.

McDonald made this mistake in a UK advertisement targeting one of their prime customer demographics: mothers and their children. In the advertisement, a young boy is seen asking his mother about what his father was like, who presumably died before the boy could remember. After rattling off qualities the boy could not relate to, the mother then says his father’s favorite sandwich was the Filet-O-Fish, just like the boy’s. This advertisement was widely decried as exploitative and triggered extremely negative connotations among viewers who had lost a father when they were young.

On the other side, motivational marketing can be entirely too effective, perhaps in a way that compromises a brand’s integrity. We have all seen how the cosmetics and diet companies of the 90’s encouraged young women to compare themselves unfavorably to mostly air-brushed, idealistic visions of feminine beauty. The unfortunate message there was that, although you are a lot uglier and heavier than this beautiful model, if you buy our product, you can be attractive, too!

Although this message may have translated into high sales for a little while, it also helped fuel an epidemic of depression and eating disorders. Plus, it caused these same women to have negative perceptions of these brands when they were older and wiser – and had more money to spend. Compare that to, say, the athletic wear brands today that show a more diverse group of strong, active women and you will see the problem with the former campaigns.

From these examples, it is clear that motivational marketing can be dangerous for brands and consumers. It’s not only important to use the right tools, but to use them in a way that prioritizes emotional intelligence and ethics.

Benefits of motivational marketing

Motivational marketing is the key ingredient that creates brand loyalty for many of the world’s most popular brands. It can increase a brand’s level of customer intimacy and help them create bonds with their communities that go beyond marketing. It can also give a brand purpose beyond the product they sell and a meaningful place in customer’s hearts.

Take, for example, Dawn hand soap. During the tragic BP oil spill, the company donated over twelve thousand bottles of their hand soap. They were used to help clean wildlife that had been submerged in the sticky and dangerous oil. They documented the rescue efforts in their commercials in a way that was sensitive to the tragedy yet hopeful that humans could fix it. It subtly highlighted how tough their hand soap was on grease, yet how gentle it was that it could even be used on baby birds.

Customers wanted an effective hand wash, but they also wanted to feel like they were supporting a company that was making a difference. The commercial helped raise awareness of both an international and a personal problem, presenting a solution while also inspiring feelings of charitability and brand loyalty among customers.

Conclusion

Motivational marketing is a highly effective marketing tool that utilizes classic behavioral science and psychology to urge consumers to buy your product. When employed as a subtle and emotionally-intelligent tactic, motivational marketing can help bring brands closer to their customers and facilitate a deeper understanding of their wants and needs.

The post Motivational Marketing: Can it Solve a B2B Marketer’s Biggest Problems? appeared first on Jeffbullas's Blog.

<3making money at home ?

It’s hard to believe that it’s been a full year since we launched WPCourses.com! In that short time, we’ve been incredibly inspired by the group of ambitious learners we have been able to work with. In fact, we’ve been so moved by the enthusiasm of the community we’ve built so far that we want to ensure this experience is available to as many people as possible.

So we’re happy to announce the launch of our very first free course, Intro to Blogging. In this course you’ll learn about: 

  • What blogging is and why so many people are doing it.
  • How to set up, navigate, and manage your blog or website. 
  • How to create blog content like a pro and create a site people love to visit.
  • How to identify your audience, set goals, and build your own blogging strategy.
Illustration of site editor and paint brush.

By signing up you’ll get access to our course platform where you can work through each lesson at your own pace and take your time to really put that information to use as you build, design, or revamp your site.

We also used our time building out the free course as an opportunity to improve our existing content. We went back through all of our resources, added new lessons and tips, and expanded our curriculum to make sure participants are fully equipped with the most up-to-date set of tools, strategies, and best practices. Our rapid courses offer a more hands-on learning experience where you’ll benefit from: 

  • Helpful tips and tricks that are shared and discussed every week. 
  • Prompts and ideas to help you get unstuck when you need it. 
  • A community of peers who grow and learn with you. 
  • Weekly office hours when you can chat with experts and ask questions in real time.
  • Quarterly meetups led by true industry experts to ensure you’re using the best tools and strategies to grow.

As a way to celebrate the launch of our free course, we’re also offering 25% off our paid courses— just use the coupon code below at checkout. You’ll get access to the course and the community for a full year so feel free to jump in when you’re ready.

time2learn

Important Info !

It’s hard to believe that it’s been a full year since we launched WPCourses.com! In that short time, we’ve been incredibly inspired by the group of ambitious learners we have been able to work with. In fact, we’ve been so moved by the enthusiasm of the community we’ve built so far that we want to ensure this experience is available to as many people as possible.

So we’re happy to announce the launch of our very first free course, Intro to Blogging. In this course you’ll learn about: 

  • What blogging is and why so many people are doing it.
  • How to set up, navigate, and manage your blog or website. 
  • How to create blog content like a pro and create a site people love to visit.
  • How to identify your audience, set goals, and build your own blogging strategy.
Illustration of site editor and paint brush.

By signing up you’ll get access to our course platform where you can work through each lesson at your own pace and take your time to really put that information to use as you build, design, or revamp your site.

We also used our time building out the free course as an opportunity to improve our existing content. We went back through all of our resources, added new lessons and tips, and expanded our curriculum to make sure participants are fully equipped with the most up-to-date set of tools, strategies, and best practices. Our rapid courses offer a more hands-on learning experience where you’ll benefit from: 

  • Helpful tips and tricks that are shared and discussed every week. 
  • Prompts and ideas to help you get unstuck when you need it. 
  • A community of peers who grow and learn with you. 
  • Weekly office hours when you can chat with experts and ask questions in real time.
  • Quarterly meetups led by true industry experts to ensure you’re using the best tools and strategies to grow.

As a way to celebrate the launch of our free course, we’re also offering 25% off our paid courses— just use the coupon code below at checkout. You’ll get access to the course and the community for a full year so feel free to jump in when you’re ready.

time2learn

Valuable Post

9 Proven Ways to Make Business Emails More Enticing

Every business owner knows the indispensable value of email marketing. From promotional emails, newsletters to advertisements, the scope is endless for well-crafted emails. It’s safe to say that this trend is here to stay.

In 2019, Campaign Monitor reported an exciting finding: On average, an individual receives over 121 emails each day. And marketing/promotional emails comprise the lion’s share of them.

In the face of such stiff competition, marketing emails need to be informative, intriguing, and entertaining, all rolled into one. To find out the various ways to make your business emails more alluring, continue reading this post.

A Guide to Crafting the Best Business Emails

Everything about emails and email marketing is an art. And, just like any other art, there are various nuances to it. From nailing the subject line to focusing on the audience, a lot goes into a successful business email. See for yourself!

1. Create an Irresistible Subject Line

47 - percent

Image Source: https://6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com/

The subject line of your email is your opening salvo, and you need to get it right. Statistics show that by sending out emails with personalized subject lines, the consumers are 22.2% more likely to open them.

Even the length of your subject line has a vital role to play. For instance, research has shown that 6-10 words long email subject lines have the highest open rates, at 21%.

Here’s a list of the other things you can do to develop a winning email subject line:

  • Use action words to create a sense of urgency
  • Convey a powerful message
  • Prompt consumers into taking action by promoting the value

2. Make the Customer Feel Important

Often, business emails go overboard with their marketing. Look at it this way. If you only talk about your products and business in the emails, there is no room for your customer.

That’s why it is essential to place your customers at the very center of the emails.

For instance, don’t talk about how you developed the fabric for the new range of jeans that your business is launching. Instead, tell your customers how comfortable the jeans are going to be.

3. Create and Provide Value

It’s effortless. If you want consumers to open and read the email, you need to entice them with the promise of value. This is precisely what the shoe retailers TOMS did.

When customers subscribe to the TOMS mailing list, they get sent 2-5 successive emails. These emails are a part of their automated welcome email series, which include the following:

  • A vivid narration of their brand story
  • A discount coupon or code
  • Links to different sections of their website
  • A mention about the social cause that’s dear to them

In short, TOMS welcome emails are jam-packed with value and are customer-centric. And that’s what makes them wildly successful.

Even Shane Barker, a digital marketing consultant, believes that companies should not underestimate the power of welcome emails and be used to nurture strong customer relationships.

4. Check Your Email Domains

Check-You-Email-Domains

Image Source: https://lh4.googleusercontent.com/

This is important if you want your marketing emails to avoid the dreaded spam folders. Evaluate your business email domain reputation. You can use many online tools in this regard, like SenderScore.org, TrustedSource, Postmaster Tools, etc.

Alternatively, you can create an account solely meant for your business’ email marketing campaigns.

Get this: If your reputation score falls between 91-100, there’s a 92% chance that your marketing emails will land safely in the customer’s inbox.

5. Nail the Right Frequency

Nail-The-Right-Frequency

Image Source: https://cdn.snov.io/

It’s time for the million-dollar question: How often should businesses send marketing emails? Well, it entirely depends on the nature of your products and services and the preferences of your target demographics.

Monitor the consumer response to your emails for a while. Identify a frequency that works. Maybe it’s twice a month. Perhaps it’s once a week. Finally, stick to the schedule.

By doing so, you’ll generate anticipation amongst your customers, and your emails will be well-received.

6. Include Button CTAs

Here’s a fun fact: People are obsessed with pushing buttons. Also, they are a great choice if you want to encourage customers to buy from you. Thus, it would be a good idea to include button CTAs in your emails.

To make your CTAs more actionable, keep the following in mind:

  • Use action words to create a sense of urgency
  • Choose contrasting colors
  • Keep it short
  • Provide value

And, et voila, you’ll have more people opening your company’s marketing emails. 

7. Visual Appeal Matters a Lot

A lot has been said about the attention span of customers. For emails, the span is pegged at 11-15 seconds. Your email needs to do something incredible in this tiny time frame to bait the customers into reading further.

This is where your email’s visual appeal will matter a lot. It would be great to go all out. Listed below are a couple of things you can do:

  • Use interesting fonts that are easy to read
  • Throw in images, videos, animations – anything to break the text trail
  • Think long and hard about the mobile and PC layouts
  • Select a great color combination

8. Segmentation is the Key

Segmentation-Is-The-Key

Image Source: https://www.smartinsights.com/

Are the products of your business targeted at different demographics? Then, segmented email marketing is an absolute necessity.

Not only is this a tremendous data-driven marketing strategy, but it is also helpful in sending meaningful emails across your vast customer base. Eventually, as the open email rates improve, so will the conversion rates.

Segment your customers, understand their needs and send them emails accordingly.

9. Mix up Your Content

No, uniformity is not a good policy when it comes to email content. Don’t use your emails to send your customers newsletters all the time. Think differently. Given the versatility that email as a medium brings to the table, there’s a lot you can send:

  • Infographics
  • Offer-specific emails
  • Emails that tell a story

Put on your thinking hats. Rest assured, it will be a rewarding endeavor.

Wrapping Up

With sufficient planning, you can easily make your emails more enticing to customers. In addition to the nine ways mentioned above, focusing on email deliverability is also a good idea.

Even if your customers only open a few promotional emails a day, make sure that yours is one of them!

Guest Author: Shirley Stark currently working at InfoCleance as a Marketing Team Lead. She Has hands-on experience in B2B marketing and loves to write blogs, tips, reading b2b articles, Creating Business strategies, and traveling

The post 9 Proven Ways to Make Business Emails More Enticing appeared first on Jeffbullas's Blog.