Wednesday, June 29, 2016

What is affiliate marketing?

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What is affiliate marketing?

What is affiliate marketing? In its simplest form, affiliate marketing is to sell the product of others. As a marketer, you can join an affiliate program and promote products (physical or electronic) or services through your website. Affiliate marketing is a technique effective and productive marketing. It is a cooperative effort (commercial partnership) between a merchant and one or more affiliates. The merchant rewards the affiliate when it brings a visitor on the website or when it is selling the product or merchant service.

Affiliate marketing is a system which usually consists of four distinct elements: the publisher (affiliate), the advertiser (merchant), the consumer and the network.

The advertiser - Also known as merchant or retailer, is an individual or a company that sells a product or service. The advertiser is associated with it (or them) editor (s) to promote the advertiser's products and services.

The editor - Also known as the marketer or affiliate is a person who promotes products and services. The publisher is partnering with the advertiser to promote the latter's goods and services. The publisher uses ads, links and creates marketing campaigns to find buyers for the advertiser's products and services. For every product sold, the advertiser gives a commission to the publisher.

The consumer - You all know. It's you and me. Antidote (affiliate link) defines the word consumer in the following way:  a person who uses goods or services to meet their needs.

The network - Also known as program name or platform, acts as an intermediary between the advertiser and the publisher. The network makes life easier for the editor to find and participate in a marketing affiliate program. The network also provides access to a greater number of advertisers and publishers. Some networks have membership fees while others will take some of the profits from the advertiser when a sale is concluded.

An affiliate network. How it works?
Amazon Associates is one of the most widely used Internet marketing affiliate networks. Amazon has thousands of publishers (Amazon appoints partners) who promote the products found on all the websites of Amazon Inc. In fact, they say that many Amazon Inc's success is due to its excellent program Affiliate. Why is the Amazon program so popular? Because it is very accessible and easy to use.

To help you understand how affiliate marketing, I offer the following example:
Currently, I am an editor (affiliate) of the advertiser (merchant) and When I want to promote a product on blog, I simply logs on and I search the product that I want to promote. When I found the product, Amazon generates a unique link that I use on my blog. For example, in this present post, I mentioned the software Antidote . If you hover over the link with your mouse, you will see the unique link. If you click the link, you will be transported to the website Amazon, on the product page in question. If you decide to buy the book, Amazon would reward me by giving me a commission (around 4-5% of the property selling price).

In this example, the advertiser is Amazon, but Amazon is also the network owner (AmazonAssociates), which simplifies the system. Note that there are hundreds of different affiliate networks and platforms. In my next post, I will present to you some.

Does the publisher is always rewarded with the commission when selling a product? Everything depends on the network. Some affiliate programs pay the publisher for a number of advertising displays, others pay when consumers click an ad and others pay for sale (flat fee or percentage). When it is you who have a product to sell, you become the owner (seller) and by purchasing your product in an affiliate network, you reward marketers when they manage to sell your product.

Is affiliate marketing on the internet only?
Affiliate marketing is a buzzword on the Internet. Affiliate marketing began in the 90s An affiliate marketing pioneers on the internet was that Inc launched its affiliate network in 1996. It is said that was not the first to create this type of internet network, but he built the network that spread quickly through its simplicity and solid structure. Subsequently, several companies have followed the model of Amazon to create their own affiliate marketing network.

Today, wherever you go on the internet, everyone seems to want their share of the affiliate marketing market. Several bloggers marketers will explain that if you buy their ebook now , it will be possible for you to get rich quick. There is certainly money to do on the internet as a marketer, but as in all areas, you have to work.

Where does this idea of ​​affiliate marketing?
Before that the internet is accessible to the general public, who were the affiliate marketers? They existed? Before the Web, marketers affiliated merchants were called and they were members of the multi-level marketing network (MLM - Multi Level Marketing). At the time everyone was interested in the idea of a vacuum cleaner and revolutionary cleaning products in the home, the marketing networks were very active. These networks were trained vendors who were paid a commission for products they were selling. A seller could be rewarded for recruiting new vendors and established that these sales of the product or service. Generally, it was the company that produced the good or service that employed vendors.

Affiliate marketing is mainly the same. The publisher (seller) receives a commission when making a sale. In an affiliate program, the publisher (the marketer) is the seller and the seller is the company that produces the good.

At the time, the sellers were the people who would knock at your grandmother to sell the plastic dishes. Today, these marketers are those who invite their friends to presentations of beauty products, accessories and decorations dishes Tupperware. Same principle, different time. Today, the techniques to successfully sell a product online are different. Marketers on the internet are usually members of affiliate programs online businesses. Some of these marketers are bloggers, designers, copywriters or marketing affiliates simple.

The topic of affiliate marketing is a hot topic on the internet for some years. Do some research and you will find hundreds of ebooks that promise to earn thousands of dollars within weeks with the right techniques. Personally, I believe that affiliate marketing is much more difficult and time consuming as you think. To sell products online, it is not only to interrupt people and ask them to buy. There must be a good strategy and answer the Who? What? Or? How? before starting. You think you can sell a product that you do not know to people you do not know? It's possible, but to be passed that way, believe me, it's difficult.

Do what you love, love what you do
In his book Rule Number One, Phil Town explains the strategies to become a great investor. Strategies he proposes, I think the most important is:

Find a wonderful business That you love.
Why is it important to invest money in a company that you like? For a business that you love, it's a company you know and that you understand. And if you know the company, there is a good chance that you are aware of the industry and that you got a good idea of ​​the company's competitive strength.

Anyway, why would you invest in a company you do not know? Because we talk about in well in the newspaper and on the internet? A little serious! Journalists, like you, have their own opinion. An opinion is an opinion.

Everyone talks to his parish. If you saw what journalists marketers say about Apple when Research in Motion (RIM) drags the leg. Apple Has the best this. That the best journalists of Wall Street, who are also investors, trying to influence votes.

Why compare affiliate marketing and investment?
Affiliate marketing and investment in the stock market works the same way. As an investor in the stock market, you must: find a company you like, and buy shares. As affiliate marketer, you need: find a product you like and sell it.

In affiliate marketing, it's easier and better to promote a product or service that you know and love. I'm not saying it's impossible to make money in that advertises any product you have never tried, but say it is not easy.

The advantages of affiliate programs
Easy management. When a system is automated (eg an affiliate network), the manpower cost is greatly reduced. At the time, traditional companies must hire and manage employees (sellers) which required a lot of resources: time and money.

No financial risk. What is interesting for the advertiser and the publisher is that affiliate marketing makes almost no financial risk unlike an advertising campaign that can cost up to several million dollars (euros) for a big business.

Multiple source of income. Extra income opportunity for a user who has little computer knowledge. If you have free time, you could make the online promotion of products and services and increase your income by receiving a commission for your sales.

Accessibility. Today, you might have 50 marketers working for you to sell your new ebook, even if your business has only one employee: you. Several major affiliate networks are already established on the internet and you could subscribe now.

Economic solution. Register your product in an affiliate program is a very economical solution to help you promote and sell your product. If you have an attractive product, marketers work for you.

The future of affiliate marketing
Personally, I think the idea of ​​an affiliate program is great. There is an affiliate program for almost all products or services that can be sold on the market.

Today, most goods sold with the affiliation platforms are electronic products (software, eBooks, etc) and the books, but I think in the future we will see more and more advertisements for physical products (eg a bicycle, a computer, tools, etc.). I would say that readers of a blog on the run have an advantage to be exposed to pubs shoes and sports clothing, rather than an announcement of the ebook, "How to make money on the Internet" .

I predict that the platforms will become much more portable and a programmer can simply plug the plugin affiliate to its own website to start are personal marketing system.

Imagine a fully portable system that you could connect to your website unique jewelry and handcrafted. Once a marketer affiliate has found a buyer for your handmade jewelry, the system would record the transaction, the marketer would pay via PayPal, you would pay yourself, send you an email to let you send the product to the buyer's address. More needs to pay for an affiliate service platform.

Your first employee (affiliate marketer) could be a girl who blogs on the topic of fashion and propose these readers a link to your website jewelry.

What do you think of affiliate marketing? Do you think there will be more online advertising in the coming years? Do you believe that advertising will be more relevant and intelligent? Have a great week! See you soon :)

Friday, April 8, 2016

Real strategy business development that works

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Real strategy business development that works

Here is a new series of articles with tips on prospecting.

1. Do not disparage your competitors
It is a common mistake beginners business, denigrate competitors, and say that their product is so good, it does not work well, you had unhappy customers of other brands. Be subtle, presenting at your appointment you during your phone conversation, your strengths (what you have more), and stressing the points you know your competitor is less well but without mentioning it explicitly.

Example "I also wanted to show you this feature, because it is really important. This is not the case in all products in the market, I wanted to show it to you because it brings a real plus for users"

This is important in the short term for the sale, because if you directly disparage a competitor you will put the client on the defensive (especially if among buyers you have a person who highly recommended your competitor). But also in the medium term, because with market concentration, you do not know if in 1 or 2 years you will not be colleagues and you will not have to sell their products on redemption! If ever your prospect asks you what is the difference from your competitors, you must prepare your Unique Selling Propositio n (USP) and say how you are unique.

Otherwise to avoid this, you can for example say "We are not in the same market, they are on the XXX market, and we're on the market for YYY. Our products are designed to XXX, and them it is more ZZZ "

2. Do not say "It is the same as X, but it is cheaper"
We must be positive and differentiate, for example by indicating what you do best, you have exclusive. And if possible without putting forward only a price but the service and intangible as reputation, a number of customers.

For this advantage to be truly effective, there are several tips:

-Search through studies and surveys the purchasing key factors (motivation) and develop arguments (eg, ease of use)

-Appoint their features to make them unique (eg The Intuiciel of Heaven software)

3. Do not come to a customer without a plan of attack
Before going to a customer you have to adapt your presentation to its context (see our article "  how to make a good demo ") with customizing your arguments, customization examples. Also find out about the company, its current context, strategy which will allow you to give examples from their activity (not examples out of context, which compel prospects to return them to their contexts activity).

Prepare a first proposal with a Plan B that you can get out if things do not go as planned. For example plan to sell Product X with the service, with an option to offer the product A with Y service if the price raised eyebrows the prospect, or offer different deployment phases.

Plan as a plan C, with a new argument totally different from the first two. For example, present financing offers (BNP Leasecom, Mille), offer leasing systems or product exposure, clocking in stages instead of a global project if the product price is a drag purchase.

4. Anticipate objections in advance.
Before the appointment, put yourself in the shoes of the customer, and imagine the objections that might get you. And prepare against your arguments (but do not go out immediately, take the time to question and verify what exactly is the problem).

For this, simply list your arguments, and you even put up against the arguments. For this to be very productive, make a brainstorming several at a trade meeting with a role play between a commercial that makes the buyer.

5. Do not mention a price, and right after saying "But that's negotiable"
Again you completely demean your product and your credibility, and do not lower your panties even before anyone could react. When you enter a price, you must first justify the profits via (what it brings to the customer), then evidence (number of customers, labels, studies on savings).

Then let the customer respond, and if necessary ask him directly "What do you think? ". And if you say "You are loved", provide reasons and indicate that there are alternatives (start with a lower product and evolve, financing offers).

You can validate what exactly is the price, and why not after return and offer a price effort. This technique is often used by kitchen designers: they offer a crazy prices, and after seeing you blow, they indicate that they can call their manager to try to get a discount. And miraculously, you are entitled to 20% reduction because you are friendly and the need to help young people and if it is still not convincing, after 20 minutes you still have 10% extra because the boss "in person" comes to you and offers you a discount because this is the end of the month.

The mechanisms used in this example are "evidence" for a discount (we do not remits without a concession on the side of the buyer, and it also helps to make it accountable). Having to ask for an "authorization" to an "authority" also enables more "exceptional" rebate, and so suggest that the commercial gesture is all the more exceptional, and that there will no other.

6. Provide a small gift at the 1 st appointment
As stated Robert Cialdini, it is important to make "accountable" your prospect by offering a small gift, even to a minimum. This is for example a USB key, a keychain, a sample, offer a coffee. The key is to make the person "liable" to make you a "flower" to turn, this can be an info on competitors on the case back present your case if a presentation was not convincing.

7. Learn to shut up
The greatest weapon a good buyer is silence. You must learn to resist the urge to talk, and instead let the other speak. It's like a poker game, it does not fau a glimpse of your assets. One of the most deadly mistakes is to talk once we made a quotation: you have to wait, and do not add back "But it is of course negotiable " / "You are too expensive "/" You have convinced me by air".

We must "turn 7 times his tongue in his mouth," c ar one hand it collects information about prospects (signs, requests, questions, hidden), but then let the talk about problems to be sure to have good arguments (and customers love about him rather than hear about your products, this empathy is essential in the early days). Finally, it must be silent to entice the prospect to act or be. If you make a move, you will discover. Now the advantage is to the defense, the one who moves first is often the loser!

8. People like to buy, but they do not like to sell their products.
You can not force customers to buy your products if they buy is that they have either a problem or a need knowing that a problem is often more effective to motivate a purchase. We must not forget that the act of purchase is emotional, and it is the justification is rational. So your goal should be to press these buttons to encourage them to buy your product over another (or to solve a most urgent problem) by highlighting the benefits of your products, the problems that will be solved in encrypting the savings.

But beware, just like in real life, it does not have to have fun to lie, exaggerate instead position itself as a provider of solution, support that will help them solve their problem. It should also reduce the "risk" related to the choice of your product and to trust you. This means your customers reassure references, your recommendations by external studies results through the expertise of your staff, the quality of your product, the results of studies, newspaper clippings.

9. Use the psychological method
There are five psychological levers on which it is possible to play in encouraging a person to act:

- Safety: these are all arguments and functions related to the physical or psychological safety. For example in a car is an integrated alarm, ABS, a recognized brand and a significant number of buyers reassuring in security. This can be psychological (eg, money back guarantee, a well-known brand, quality labels).

- Pride: these are all functions and arguments to develop the ego of the buyer or to show how it will not be "like the others". This is for example you are the first to have the latest iPhone is our high-end version luxury finish.

- The New: This is all that is related to novelty is the latest version of a product (the iPhone 5, which has just come out), there is the new assistant SIRI.

- The Comfort: It is the simplicity of use (eg a free trial), exact adjustment needed, a convenience (eg, you can return the product if you like), the least effort (eg : one book you home and we take you old).

- Money: It's all the price reductions (eg introductory offer), the value for money (eg savings simulator), the savings that this will bring, product durability.

- Sympathy: quite the emotional side as the image of the brand of the product (eg made ​​in France by a local SME), the sympathy of the seller, the brand (eg we still prefer the big challenger leader).

You must identify in the speech, attitude, requests your prospect the major levers of his psychological profile to know what are the most important arguments. 

10. Finally, ask what is the next step
Once all arguments have been raised, that all doubts are removed, that all objections have been lifted, the customer has indicated he has no issue you have to ask to go to the next step. The most natural approach then is to directly propose the next step, locking the action to perform by offering two dates for the next appointment, product installation (For example, "Are you available next Tuesday or Wednesday?"). Beware though, as some novice sellers at this time "fear of success", and they add additional steps instead of close the sale and they do not dare to come to the conclusion of the sale.

Saturday, March 26, 2016

Launching a new product: more than 50 questions to ask!

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Launching a new product: more than 50 questions to ask!

Often I have requests from customers who want to launch a new product and establish a marketing plan to market their software, their startups. But before defining its an action plan, it is important to know the type of prospects to whom you are addressing. Your "typical customer" will result outline the marketing plan.

Questions to ask about his prospects before launching!
Above all, think about the customer, not the product. It is the most common mistake! But we do not sell a product, it makes you want to customers reason to buy (see the article on the 4C).

Here is a series of important questions to clarify your project:

-What is the problem you solve? How do you know the needs of your target? How this problem is solved now badly? What are the benefits you bring? *Your product is it a "vitamin" (ie a little more to feel better) or dopliprane to relieve a headache (ie you would be willing to make kilometer to get one! ).

-How this problem is Urgent & Important and if not how to encourage impulse buying via an emotion, or for pushing you to leave contact information to sell a paid product later?

-What does your typical customer? Who in your overall target will get the most benefits of using your product?

-How big is your market (how many already equipped by you and the competitors, not equipped, potential consumers)?

What would motivate them most to buy? What are the elements on which they place the most importance?

-What they like / not like with existing products?

-How will you put emotion into your products and services? Would you tell a story?What influences them in their purchasing act?

-Why the current market products are not suitable? What you bring radically new?

-Who are the current competitors (direct and indirect), and what are their proposals?

-What is your primary target? Who is most willing to pay for your products and services?

-What you be so unique that a prospect will say  immediately yes to your offer?

-Is a 7 year old child or your parents can understand your offering?

-Is my target can afford my product? Do I get to make this priority purchase?

-How can I join? How are they to buy their other products of the same type?

-Did I ask an expert, a prospect to tell me about this?

-Is your target is regional, national or international? Is it that you can easily expand your physical or virtual trading area?

-What is your margin for a sale (to know which marketing efforts you can implement)?

-What are the main obstacles to buying your product?

-What prevents your prospects to sleep, what are they afraid, what frustrates now?

-How will you earn your money? What will be the marketing methods and the principal duties?

-What are the "whaouuu" functions you'll come out and that will make a difference?

-What is your market size? How many products you hope to sell at first, and then in the first year?How many months have you cash advance?

-Have you ever faced your idea to an expert, a prospect...?

Note: to stimulate your creativity, and then give him some order, I recommend using a mind map (mind mapping) to give a visual dimension to your thoughts. You have a list and use Mind Mapping principles  on it.

The 2 main types of prospects!
To simplify, depending on your market, your product, there are 2 types of prospects to target:

  • A defined target small target and clearly identifiable

For example you sell a BI application, and your customer are CIOs of large companies in the industry a good starting point is to identify how much you have of businesses concerned, what percentage of prospects are not yet equipped with tools (or you think fit), and you get the size of your market. If this number is very small, and you are in B2B, you can identify the decision maker on Linkedin and Viadeo, and then contact them.

In this context your challenge is to identify by name the target, and contact them qualitatively (because you have a small number of targets and can give you the means to do precise work on this target). It is essential to set up a technical survey and making contacts that is "scalable", ie that to reach 10 times more leads, it will not cost you 10 times more expensive.

For example if you are selling solutions to large French eCommerce sites, you can very well call them one by one on the phone, chained appointments physical. But it will take considerable time. In this context alternative strategies can be paid, as being on an eCommerce salon, be present in the Internet Manager Club / Adetem / 

  • A generic and large target, not easily identifiable and contactable (eg ski lovers, fans of gothic music)

In this context, companies may choose to implement content marketing strategies such as Sparklane which is the production of content for target and by partnering with marketing experts recognized in France. They are also strategies of "notoriety" more or less segmented into areas of interest.

For example more startups are using Facebook Ads, Youtube to launch their funding on Kickstarter. Of course, this distinction remains a caricature, but it can already make a first selection of the actions. It was therefore one side a well-defined target you can try to contact people and bring them value (often B2B) on the other there is a large and heterogeneous target that is not clearly defined and on which you will use audience and mass advertising intersections (often B2C).

Explore a defined and identifiable target
The first type of prospects is the basis of clearly defined prospects in number and kind.
Most often these are companies in the B2B, ie when one is aimed at professionals. For example when you sell hardware or software to hospitals, you know how many hospitals in France and therefore the size of your target. The goal is to identify the target, for the attention of this target and go touch it. There are several ways to contact the target:

  • Contact information for key contacts to call them by phone, for this you can rent a contacts file from the file lessors. If you also internally a contacts file, you can use a telemarketing company to qualify files of a few hundred contacts. The goal is to detect contacts interested in your offer. Example: To obtain the coordinates of all the plumbers to Paris.

  • Attend events where you can be contacted in a maximum 1 once. By participating in a living room, a union meeting, you have the opportunity to contact a maximum of prospects. Example: CAPEB attend expo to meet with the union craftsmen building.

  • Do targeted advertising on this particular population. For example advertising on Facebook Ads as profiles (eg commercial director).

  • Using Social Media to identify prospects B2B. You can use LinkedIn and Viadeo to identify by name makers in companies. For example, if you work with hospitals, you can find LinkedIn and Viadeo administrative officials and you call them on the phone, or send them an email in order to achieve a sale or an appointment.

Prospecting an unidentified target
In this second category often found B2C, as it is for a significant number of individuals that are not easily able to identify by name and individually. Indeed there is no easy access file containing those income> € 100,000, people who have diabetes problems. This is a target that can be very important in quantity (in thousands hundreds of thousands of contacts), very heterogeneous, which does not have a public census. For example, if you are talking to all SMEs, football fans, there's no name file.

You can not have a clearly defined and individualized list of people, so you need to use marketing tools based on the interests, needs to reach this population. To help you in this process, you can study for your customers to find out what their buying journey, who their influencers, in which distributors they shop. You can also use the Mass Media that can reach as many people who are in the target.

Mass Media These are:
The television
The radio
Newspaper & magazine

This visibility can be achieved by paying (eg sponsoring a TV show, doing TV spot), or through press relations. Then, there intersections audience that visits your target. A crossroads of hearing, it is simply a place where those prospects are, and where you can touch them.

The best known web
1. Google, where people go to search for information when they have a problem
2. Facebook with over billion.
3. Youtube video with the audience.

It will either make a generic advertising, or advertising use targeting tools.

For example with Facebook Ads you can target Curling fans in France, targeting the scene, location and those who are fans of the World Federation of Curling:

Google Adwords is a keyword targeting to the search engine, or via the display network (Adsense) on blogs, forums, news sites.

These audience intersections can be segmented:

Blogs trades
Facebook Groups

You can also use more generic promotion tools:

Rental bases of emails
Advertisements on blogs

In this context, your goal will not sell directly but, to attract a maximum of prospects via a White Paper, a buying guide, then convert them into to offer an irresistible offer (eg coupon on a great brand, innovative product)

An alternative is to be present in shopping places frequented by potential prospects.
It can be physical retailers like supermarkets (Auchan, Carrefour) or specialized distribution (eg Metro, Nature and Discovery, FNAC). The aim will be to draw attention and create emotion with a POS or highlighting products.

However careful to calculate the return on investment: eg how many visitors of the mall will see your product, and how many will buy and what is the cost of SEO and visibility. For example there a few years ago, a software company made reference application Surcouf (then one of the first major software specialist stores), or even the locomotive selling software not marketed a product of ten a week which was very far from profitable referral fees and the commercial that made the animation of sales. And it was even more expensive when referencing offer at Metro (stock products being linear).

It remains only to offer an irresistible offer!
In fact you have two options:

The first is that the person wants to buy the product, and in this case it is relatively easy because you just have to convince her with an offer "irresistible".

So you have to offer, with a problem to solve or an immediate benefit, a purchase emergency and a call for strong action. To this we must reduce barriers to purchase, put the emergency, simplifying the order, highlight the benefits:

The second is when the person is not buying process. In this case, you can convince several ways. 

-The emotional lever prize: a coupon or an irresistible bundle or a quality / price ratio that reduces totally afraid to buy an unknown product.

-The loss leader / Special offer / designed to test the offer.

-The free version, the sample

Your goal is not necessarily to sell this product to appeal but also complementary products with more added value by offering a coupon or a bundle for a second order.

Another option is to go through prescribers in contact with your target this. Knowing that there are different levels of influence in the prescription of a product. The goal is to be recognized and to propose in line with the profession of prescribers first level (eg accountants who advocate the management software for their clients).

As a complement or alternative to the prescription, you can set up an affiliate program, sponsorship, or recommendation of loyalty with your customers. Another possibility is to have an exceptional product. In fact an exceptional product allows you to enjoy a good word of mouth, and become a "must". It is much more difficult, but it is also a possible strategy (but not sufficient) to market a product.

There are few products that fit this description. That's what people like DropBox, StarBucks they try to cram in the product and in customer satisfaction, giving him the means to talk about him. But we must get to a level where the product is so unique that the customer influencers will promote it around. For this, we must of course identify the fans and give them the means to communicate. It is this aspect that is seen in the " Cow Purple " by Seth Godin (see this article ), with a product "remarkable"

8 questions to ask your first customers
Once you have your first customers, check your assumptions are in line with who your customers are. For this you can make a qualitative study on your first customers. This will certainly not objective (if you have 10 customers this can be strongly biased), however it can enlighten you on the purchase motivations and actions.

  • Where did you hear about us (eg Google, Linkedin)?
  • Who are your competitors?
  • Besides our product, you had selected another product?
  • What made you decide as to book with us? ! What were the keys to your decision?
  • How did you manage to buy this product, is that you can explain in outline your buying process?What are the obstacles that could make you give up to buy the product from us?
  • What he was fine before buying, when you purchase and after purchase? And what should we improve?
  • Would you be willing to recommend our product to a colleague or friend (with our 1 through 10)?

Before investing in marketing actions, integrating a distribution network, it is necessary to think about the different ways to reach their customers and prospects. Indeed to achieve a target, it is possible to use different strategies to you to find the most suitable for your products, your resources and your ambitions. Thanks!

Thursday, March 24, 2016

The Art of Being Famous - Creating Viral Content

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The Art of Being Famous - Creating Viral Content

What makes a viral content be? What is the secret that makes a text, picture or video be shared in such a way that the amount of views suddenly explodes? Although this is the question that everyone wants to know how to respond, although we pay attention, we see that there are people who are able to create "contagious" content frequently. What is your secret? Do they know something you do not know? The answer is yes! If you have finished making a website or blog and want to attract more people to visit your work, keep reading:

What makes an online content is viral?
Although there is still a factor of luck and / or likely involved in the virality of online content, we know that there are certain characteristics that increase the chance of your content is shared. Let's see:

1. Positive content is more viral than negative content. Amazing, is not it? This may seem strange, especially when we read the news in the newspapers, but the truth is that an optimistic and cheerful content is more likely to be shared.

2. Content that evokes a stimulating emotion (positive or negative) is more viral than emotionless content.  What is a stimulating emotion? Think of astonishment, anger, anxiety, or any other sense related to the fear of loss.

\3. Useful and practical content is more shared.  That makes sense, right? People like to share useful content to help his fans and friends.

Creating viral content
Now that you have in mind the important points, the question is, how YOU can create viral content? Applying these insights directly into the content of your website, blog or social networks? The positive content is always shared. Remember, there are a lot of unhappy people in the world; and although there are different reasons to be unhappy, content that is uplifting and inspiring helps people get out of their routine, even if only for a few seconds. However, if you have to generate traffic to a professional or commercial site, it is better to focus on useful content or that activates the stimulating emotions.

How to prepare useful content
When you write an article and complete the editing process, you have not finished his work. There is one last step you should take, and the funny thing is that almost no one does it.

What is this step?
You should review your content, find out the next actions you want people to take, and end your article telling people what to do next! It sounds simple, but is very powerful. Psychologists have long known that people are bad to apply abstract concepts in their own lives, we may even understand a subjective concept, but difficult to implement it in our lives and business. And that's why this simple action is so important. To guide their readers in the next steps they should take, you will be showing them exactly how to use the useful content that you just shared with them. And the result? They use this information, gets results and remember you because of it.

Using the stimulating emotions
If your content can enable a stimulating emotion in the reader, you are ready - the likelihood of people to share and talk about their content will increase dramatically.

What is a stimulating emotion?
To begin with, a stimulating emotion can be positive or negative (both work). As a rule, the emotions that you should seek to highlight in your content are:

Surprise (very important)

But that's where things get a little more complicated. While it is simple to activate these emotions, it is not easy to properly use them in a marketing context. An example of successful use of this technique is when we write an article with useful information, however controversial. This type of content is very polarizing, which causes people to divide into two opposing poles, usually differentiated by the admiration (or joy) and anger (or fear). This causes people to discuss, share and talk about their content - and the winner is you!

The finalizing
When it comes time to create content to bring more traffic to your site, make sure to show people how to implement the advice you are giving. Better yet, take the time to show them an example and pass them what the next steps to be taken. And finally, do not write content just to be shared. Look activate an emotion, always, but be sure that your content must also be helpful. What do you think? How would you use these strategies in your business? Oh and do not forget to share this article on Facebook, Twitter and wherever else you need, okay? :-)

Wednesday, March 23, 2016

5 Tips to improve innovation, productivity and effectiveness

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5 Tips to improve innovation, productivity and effectiveness
Marketing Tips. To be at the forefront of the latest and most effective digital techniques, marketing teams and creative a company can do without mobile tools and applications which contribute to increased productivity while enabling real-time collaboration between employees and teams. The evolution of mobile devices, tablets and smartphones, is one of the key factors that change the way of working of the marketing industry. The teams are dispersed and marketing and advertising agencies are virtually connected with a very high degree of collaboration and an exchange in real time and seamless document under revision and modification.

Not only marketing teams must constantly adjust the images and messages for websites, publications online or in print, and social media, but they must also adapt to screens increasingly small while providing a content directly related to customer expectations. All this requires special attention resulting in practice by many "return" and the proliferation of versions in the process of drafting and creation of final documents. Because of the many tools, including laptops or desktop, Mac, Android or IOS devices by marketing professionals consistently and secure user experience can become a critical factor.

In their work, most marketers are faced with several problems:

Delays too long when displaying folder contents.
Inability to rename or move files due to permissions.
Results of research taking too much time, and often inaccurate boot.
slow overall performance impacting productivity.
Inability to access the files from mobile devices.
Problems with key applications such as Microsoft Office and Adobe Creative Suite.

So here are five tips to make the best use of Macs and mobile devices to streamline innovation, productivity and efficiency of marketing and creative teams:

1. Evaluate the Windows / Mac environment
It is important to take stock of the number of users on different environments: Mac, Windows PCs and servers. Also check the consumption of resources, such as for example storage capacity - per department.

2. Investigate user's satisfaction level
Having returns internal users is important to be able to tailor solutions, we must then conduct a survey of these to identify the effectiveness and productivity tools available in the various departments.

3. Establish a policy of BYOD in enterprise
Allowing employees to use their personal devices for business purposes, even when they are working remotely, offers benefits that improve their productivity and overall job satisfaction. But to enjoy these benefits safely, it is important to implement a BYOD policy (bring your own device).

4. Choosing the right tool
Marketing and creative teams handle very large files on which they need to be working, so they need their solution allowing easy sharing in real time. However, safety must not suffer, solutions like Dropbox or FTP can be dangerous.

5. Seek the advice of an expert
Call a dealer in IT solutions and services can also be a good compromise for companies with strong need and wishing to maximize team productivity.

Friday, March 18, 2016

Easily Improve your SEO with an audit of content

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Easily Improve your SEO with an audit of content!

Most companies do not know, but they have real hidden treasures that they could use to improve the ranking of their websites.

Indeed the 3 pillars of a good SEO are:

- The content (text, video, images) related to the keyword activity

- The technical structure of the site and the page (optimization of titles, images, keywords)

- External links that point to your website from other websites on your topic or trusted sites or social media (Twitter, Linkedin).

This is a basic vision, but it is still very true:

Technically, if you opt for a WordPress site with the necessary plugins (Yoast WordPress SEO), or with a Google Friendly CMS (Joomla), you are certain that the technical part will be on track.

It remains to create content and get links. For the content, you have 4 major types:
Content "pure SEO" whose objective will be to position yourself on important phrases, ie write for Google, and also for users.The value-added content for your readers, to attract links (eg fund records), ie write for his readers and to Google.From "easy writing" to quickly produce content ( eg images, videos, interviews).Content related to your products and your company  (specials, tips products). Obviously it is better to do SEO content that is both value-added, but it takes a lot of effort.

This is why it is essential to audit existing content in order to identify the elements that we can take to improve the SEO of the website. These contents will be taken on a gross basis, or reworked before publication (simplification, customer-oriented re-writing.).

Generally this audit is to launch a website, in a SEO optimization of action, but we can do it anytime!

Part 1 - Identify high value SEO content

The high value SEO content is original content that are not already on Google. To verify this, just copy and paste a sentence, and type into Google the phrase in quotes. If Google does not find anything, it is that this content is original, if you have sites that already have this content that are displayed:

Google searches audit content
This content you can find by doing an audit of the content on the website business your company (or your client).

Here are some sources that are found most often: 

1 - The old sheets, company brochures.
You can scan them and pass them in an online OCR to retrieve the text (eg presentation profits). For this you can use an online OCR as or just Google Drive, with the file transfer in Google Docs: You will say: well, we recovered the content, but the content of my product, this will not interest nor Google, nor my readers. This is why you will "anonymize" the contents.

For example you're selling accounting software, for example Accounting Toto, and you want to optimize your site for a keyword "counted software." In this case copy you paste your text, and you change the name of your brand with that of the generic term, while ensuring that the sentence remains correct (grammar, meaning).

Replace glad audit
Note: You can make going for a walk marketing archeology in the sales offices, the DG, usually in closets you have the "archives" of the company.

2 - Commercial documents
Examples are business proposals, price offers, arguments, documents about news, technical drawing, with a description of its offer products or profits. Again you can hide your brand, the brand of the customer and reuse your content You can find these documents in the CRM on a backup server, the hard drive of a shopping.

Warning: if the document emanates from the customer or if confidential information, you can of course it off.

3 - Placement memories, the business records, made by your trainees.
Often in the course of reporting, you have a whole section on the company's products, the company history, so this is the long content and well shaped.

Warning: these internship memories are the property of intern. So you either make her request to get the data, or you need to change the text substantially (edit phrases, words ). Also make sure that these documents are not already sharing sites documents.

4 - Videos on the company, interviews with leaders, videos salons, PowerPoint.
Interest is often transcribe the text, because the videos are often very old and outdated. In this context you can request a transcript by an editor to retrieve the parts you are interested in videos. Powerpoint presentations at fairs, at conferences are also excellent sources of information; you can take the text on the slides, and "waffle" by writing connection and transition sentences.

Note: you can also have been quoted in the press, in magazines. Again the content belongs to the journalist, so you can not copy and paste paste it. However, one trick is either to scan the page in question, and to transform it into image or PDF document that you can put on your website.

5 - Education, recent surveys.
One of the most rich content that we can re-use it are recent surveys of prospects or customers (eg buying habits, expectations). For the investigation to be exploitable, it usually takes 400 responses, but at a hundred a "trend" market is nevertheless seem to get. This study will you realize the text, but also to make infographics and even write press releases.

6- The texts of ancient acquired brands
In many companies, there have been acquisitions, mergers, between different brands, and content (product sheets, websites) disappeared while the content may still be relevant. It's time to open the boxes and replace the fallen brands with new products. In the same vein, you can also do a scavenger hunt by recovering corporate archives: old logos, old packaging. This can be a highly relevant content on social networks!

7 - paper or PDF documentation on the product, training materials.
If these documents are not too technical (not yet online), they may allow reuse some content for the website. Likewise course materials (PowerPoint, PDF) can also be used for content creation (if not to be in competition with your own services!)

8 - Your internal checklists
In many companies, there are internal documents such as checklists (Excel files, internal software) to realize a product, to develop a solution. But these can be great content for your prospects. For example, a checklist before a facility can serve as a "shopping guide" for a customer before ordering.

9 - Types emails, long answers by email, internal FAQs, knowledge bases, the company intranet, interventions on social media (groups )
In many companies, there are types emails that are sent to customers (eg, a response type for the first steps in the product, a procedure to install a product). Similarly sometimes it comes to trade, the marketing department, to make very long answers on the products, the functioning of supply, competitive advantages. This content can also be the basis for the creation of content. Indeed it is always better to have 1 time a reference blog post that will be used by all, everyone re-write both the content of his side.

10 - The last newsletters that are not available online
In many companies, the old newsletters were not hosted on the Internet, but simply emailed. So you need to make a newsletter old census work to see what you can take.

Part 2 - Low value content to SEO

When you said you'll also find content in low-value SEO. This can be text that has already been published on the internet, or so the content very short (less than 150 words) or text only on the mark. Nevertheless, these texts can be reused, provided they are not already on another website.

1 - Early versions of the site
When working with old brands that have undergone several websites, can be found on some pages of a site content that disappeared. This can be interesting to resume content, especially customer testimonials, and give them a facelift: updated terms, products, product names change. Ideally, you should even rewrite some of the content, if Google does not properly reference this content.

2 - PDF, PPT already published on content sites like Slideshare, Calameo
Often found platelets products, data sheets on such sites. The text has "OCRisé" Google has already taken into account, and therefore it has lost much of its value In this case, if the text is still relevant, you can ship the file on your website, to highlight the product. Please note, you must not copy and paste on your site, but embark content via integration features:

In conclusion
Your turn now, make the hard drive tower, CRM and you can discover pearls to exploit better reference your website! However remember that this content is limited in quantity and it will never be as successful as the "real content" value added. We must therefore set up along with tools to generate new content with high added value (bottom, original articles folders, views), in particular by mobilizing internal teams for product content on a blog, on social media. Also remember to use your content in different formats, a blog post can become a Powerpoint, a checklist, a video. However, be careful to check that your content is not "fashion past," such as talking instead of PDA Smartphones or publish customer testimonials then they left noisily your business.