Dan Galante

Sales, Marketing & Social Media Today

I write about the three topics that I am most passionate about; Sales, Marketing and Social Media. These topics are covered from my experiences in outside sales and marketing. My objective is to use my expertise to help business and the individual produce better results in these areas. Feel free to send me your questions. The blog is published on Wordpress and tumblr along with the LinkedIn publishing platform.

7 Takeaways from My #Bizheroes Discussion

I recently lead a discussion on building and maintaining a LinkedIn audience on Paper.li’s #Bizheroes Chat.

Here are 7 Takeaways in case you missed the chat:

Q1. How do we start building an audience in LinkedIn? What are the first steps?

The first thing you can do to start building a LinkedIn audience is to have a complete LinkedIn profile. People need to trust you before they will listen. Connect with people and build up your network. As people are more likely to read an article from someone with connections as opposed to someone with zero.

Q2. What kind of content delights LinkedIn users? How is it different from a regular blog?

Content that delights LinkedIn users are How to articles, articles on News and Industry Trends.  It is important to have a great headline that will catch the reader’s attention along with content that supports it.

LinkedIn is different from a blog in terms of SEO because users can only use three tags where as a blog user can use an unlimited amounts of tags. Also, the user owns their blog in terms of branding and content where LinkedIn owns the content on their platform. However, LinkedIn has over 400 million users and is the largest business publishing platform.

Q3. Are there any rules we should follow when trying to attract an audience on LI?

When trying to attract an audience, it is important to write with your audience in mind.

Ask the following questions:

What is your objective for writing and publishing content?

Who is your target audience?

What types of content do they find valuable?

Also, curate content from people in your industry, influencers & non influencers. This will help to build a relationship where they will share your content if they think it is valuable.

LinkedIn provides suggestions when you share a post. It is a good idea to check the channels for your industry as LinkedIn has many specialized channels for content.

Q4. How do we make sure we’re attracting the right audience?

See who is sharing/engaging with your content. Is your target audience sharing it? Examine content that gets shared in your industry.

Q5. How can you use LinkedIn to market yourself or your business?

Users can create business pages, groups and most importantly keep creating and sharing content/relevant insights. Remember the audience determines what is relevant.

Q6 Is there a way to share your own work without being too self-promotional?

Use SlideShare for content repurposing as it is great to embed in posts, use videos along with text, pictures etc… This will allow you to put a different spin on your work; changing things up with your audience.

In my posts, I share links to relevant articles I wrote on the topic.

At the bottom of each post, I create an about the author section. This gives the reader a choice if they want to learn more and does not compromise the quality of my work.

Q7 How can we try and build relationships and then take them off of LinkedIn?

Users can use LinkedIn groups and messages to share relevant insights, conferences and networking events with connections.

How have you built and maintained an audience on LinkedIn?

Share and comment below.

Related Articles

How to Build an Audience on LinkedIn Pulse

How to Optimize your LinkedIn Profile for Storytelling

How to Build a Brand on LinkedIn

How to Integrate SlideShare into a Content Marketing Strategy

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 4 days ago

4 Ways to use Inbound Marketing with Current Customers

Inbound Marketing is a valuable strategy businesses can use to obtain new customers. Inbound Marketing is defined as Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.  

In a prior article, I outline the 4 Steps which are Attract, Concert, Close and Delight.

image

image via hubspot.com/inbound-marketing

Why Inbound Marketing should not take a back seat to Current Customers

Recently, I read an article that advocated that Inbound Marketing should take a backseat to your current customers. While it is less expensive to keep, nurture and up-sell/cross-sell current customers, businesses need to always be on the hunt for new customers. Despite the fact that it costs 5 times the amount to acquire a new customer verses keeping an existing one, it is an expense that businesses need to take on.

This is because businesses will always lose a portion of their customer base for a variety of reasons as seen in this graph.

image

image via http://www.superoffice.de/blog-de/kundenpflege/

According to Marketing at Work, the average business loses about 10 to 25 percent of its customer base per year.

What happens if businesses start Ignoring customer acquisition?

  • If a business loses 25 percent of its customer base it will have no customers after 4 years
  • At a 10 percent loss rate it will have no customers after 10 years

Through great service, word of mouth, & customer referrals; businesses may be able to extend their life. This then becomes an issue of how fast they can replace the lost customers. Relying on these methods alone puts undo pressure on customers and they may get turned off by being constantly asked to refer people. This may result in more customer turnover.

The Solution

As we have seen, focusing only on customer acquisition and customer retention is a losing game.

Done right, Inbound Marketing should be combined with Content Marketing because current customers still need to be nurtured after the sale. Businesses can only expect referrals and repeat business if customers:

  • Feel valued & receive great service

Businesses can apply the principles of Inbound Marketing for customer retention in the following ways:

1. Create Blog content Specifically for customers

  • Supply customers with exclusive access to blog content with useful tips and tricks for customers to get the most out their purchase.
  • Offer customers discounts
  • Make reordering easy
  • Make customers feel like insiders.

2. Get customers to opt into user specific content via email

  • Ask customers for this commitment right when they sign up and commit
  • Make sure to create valuable content as customer attention is a gift
  • Remember that the customer defines value

3. Create Communities such as exclusive user groups

  • Groups can be created on Social Networks such as Facebook, LinkedIn and specialized forums on a company site.
  • Use these groups to share content and invitations to customer only events.

4. Create free industry trends sites that don’t sell anything

  • This is a great way businesses can position themselves as a resource
  • These sites can be shared with both current customers and prospects.
  • Adobe does a great job with their CMO.com site which provides content and insights to CMO’s and marketing professions.

How have you used Inbound Marketing for customer retention? Share and comment.

Related articles

4 Principles of Inbound Methodology

What Actors can Teach us About Customer Marketing

Ways to Create & Execute an Organic Digital Marketing Strategy for Lead Gen

How to Integrate a Blog into an Inbound Marketing Strategy

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publish a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

image
Posted 1 week ago

Customer Marketing: What we can Learn from Actors

image

Image via Garrison Everest

When Actors land a role to play, they need to memorize their lines but for their delivery to be believable, they need to become the character. Actors become the character they play by doing research. This research is conducted by: reading books/watching videos about the life of the character, conducting interviews with the real life person if they are alive and/or meeting with people who knew them.  

From this research, actors can identify the strengths, weaknesses, challenges and pain points in this persons life; all of which can help them successfully become this person.

How this Research is applied to Customer Marketing

Successful Marketers have to conduct similar research to identify their target customer. For Marketing to be successful, businesses must understand their target market; analyzing their ideal customer similar to what Actor need to do.  

To analyze this ideal customer, businesses need to do research to understand the life of their ideal customer. The result of this research is known as a Buyer Persona. According to research conducted by MarkteingSherpa: Marketers generated 171 % more revenue as result of using buyer personas.

image

According to research by the Buyer Persona Institute in 2016:

1.27% of businesses have no buyer persona

2. 44% of businesses have a buyer persona

3. interest in having buyer personas is growing as 29%  of businesses surveyed said will have them in the next year.

image

Creating a Buyer Persona

A buyer persona is a guide to understanding the needs, challenges and pain points of customers.

Questions to ask

What are these customer’s habits?

What concerns, needs and challenges do they have?

What actions are customers taking to address their needs and challenges?

Why do customers need to take these actions?

This question may be applied to multiple action steps described in Hooked by Nir Eyal as the 5 Whys.

What makes them want to buy?

Where do they look for information?

What type of content and medium do they use access the information?

What days and times are they most likely to look for information and consume content?

It is important to note that businesses with multiple products and more than one target market will need to create buyer personas for each ideal customer.

image

image via content marketing institute /Bigstock

Where to obtain information on the Ideal Customer

1. Interview current customers and prospects.

2. Send out targeted surveys via email, direct mail and on Social Networks. Offer incentives such as gift cards and discounts to encourage people to provide the information needed.

3. Read biography and history books about your ideal customer.

4. Study the news.

5. Study existing research conducted by Market Research firms.

Building buyer personas will result in:

1. Creating and implementing  better and more targeted product messaging and communication

2. Getting the product in front of customers who truly will benefit from its use

This is how to create a Buyer Persona.

How are you using your buyer personas? Comment below.

Article sources & images

Garrison Everest

Content Marketing Institute

MarketingSherpa.com/intecnic.com

Related article

4 Principles of Inbound Methodology

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

image
Posted 3 weeks ago

Getting Started with Inbound

Recently, I became certified by Hubspot in Inbound Methodology.

I want to define Inbound Marketing. Inbound Marketing is Marketing based on getting found by customers. It’s customer-centric. With Inbound Marketing, businesses create customer-centric content based on customers needs. Content could take the form of blogs, videos & SEO.

Inbound Marketing is very different from Outbound or Traditional Marketing. In Outbound or Traditional Marketing, businesses would: buy advertising such as TV or Display ads to interrupt prospects, cold call or cold email  to get their message out.

Image via http://1.bp.blogspot.com/-siM3aFJ_t-0/Vf73Fdpc1DI/AAAAAAAAMPA/CrQYtlbWefA/s640/outbound-vs-inbound-marketing-hubspot-academy-inbound-certification-sales-mike-schiemer.png

For Inbound Marketing to be successful, businesses must understand their target market; analyzing their ideal customer.  To analyze this ideal customer, businesses need to do research to understand the life of their consumer. What are these customers habits, concerns, needs and challenges? In other words create a buyer persona.

The four principles of Inbound Marketing are: 1. Attract, 2.Convert, 3.Close &   4. Delight.


image via http://www.hubspot.com/inbound-marketing

1. Attract

The first things that any business wants to do is to attract customers. One way to attract customers is to have a website. In order to make sure that customers find this website, it must be optimized in relation to how customers find a business. To do this, a site must have relevant keywords, along with meta tags or page descriptions to index in search engines. Google &  Hubspot have Keyword tools.

Creating Content

To attract visitors to a site, it is essential to create content to meet customer needs. Blogs are a great way to do this. Blogs posts could take the form of How to’s, case studies, industry trends, FAQ’s, videos etc…

Blogs are a great way to serve customers who are searching for information on a product or service. Each time blogs are published, they creates a new page to be indexed by search engines, which helps with SEO rankings. Customers who are interested in a site’s content will help to drive traffic to that site and may even link to it.

Social Media

Sharing blog content to social media channels can help to drive traffic to a website. Popular sites are LinkedIn, Twitter, Facebook etc… I have received a lot of traffic to my own websites by sharing my content on my social media channels.

According to Hubspot, 80% of marketers & 60 % of sales professionals have found qualified leads on social media.

2. Convert

Once a prospect lands on a site, the goal is to convert them into a lead. To be able to to convert them into a lead, it is important to have a call to action such as: click here to get this ebook free. Once the prospect clicks on the the call to action button, they will be directed  to a landing page where they will get more information on the ebook. At this point prospects will be asked to enter their name and email address. Once this occurs, they will be directed to a thank you page.  

A Call to Action is a button that promotes an offer and links to a landing page.

A Call to Action needs to be clear and action oriented. In other words, it needs to tell visitors what to do.  Instead of stating click here, say download this ebook.

On my blog, I have a call to action asking visitors to subscribe. It gives them clear directions to on what they need to do to subscribe

Get articles on Sales, Marketing & Social Media delivered to your inbox for free.

Join 9,178 other followers and enter your email address.

Landing Pages

A Landing page is where the visitor ends up after clicking a call to action button. Landing pages serve as a digital sales rep and are designed to collect visitor information; converting them into a lead.

Landing pages should have the following:

1. Clear, concise action-oriented headlines

2. Explain the offer Clearly

3. Form length that matches the value of the offer

4. No menu or navigation links

When & if someone wants to change the layout of a landing page, it is important to change one element at a time to see what is working & what is not.

Thank you Pages

A thank you page is where visitors converted to leads land after they fill out their information on a landing page. This is the page that ends the conversion process. A thank you page is great place to provide visitors with more information about relevant products and services and thanking them. It does two jobs in one which brings the lead closer to being a customer.

Thank you pages should tell visitors what they should expect next such as: Thank you for signing up we’ll call you in 2-3 business days.

3. Close

Email is a very important part of marketing communications. According to research conducted by Radicati & VERO, Email is popular for the following reasons:

1. Email is a channel that is owned by its users where social networks are not.

2. 91% of consumers check their email daily

3. 77% of customers prefer email for marketing communications

4. Email has a ROI of 4,300%

Sending your email to the right person

To send your email to the right person you must do the following:

1. Determine your audience

2. Segment your contact database

3. Send the right email at the right time

4. Nurture your lead into a customer

It is important to know the buyer journey which includes the stages of: Awareness, Consideration & Decision. This important because it helps marketers  send the right message to customers in respect to their stage in the buyer journey.


image via http://image.slidesharecdn.com/ett2ttg9rcwm9bbzpepj-signature-9664dd7a09e50a71f5b3c20f7ade88de0461c5a928277ca809455799a11b0396-poli-140929200617-phpapp01/95/how-to-map-content-to-the-buyers-journey-the-marketers-funnel-inbound-2014-18-638.jpg?cb=1413970753

Content that would fit into the awareness stage would be videos, blogs, slideshares & free tools.

Buyers in the consideration stage would benefit from: Webinars, Case Studies,  FAQ Sheets, Product whitepapers & Third Party reviews.

For the decision stage, offer: free trials, ROI reports, product demos, consultations, estimates & quotes.

What Great Emails Contain

Great emails contain the following, a personal reason for sending the email, image as CTA, encouragement to download & share with friends & colleagues, actionable language and personalized CTA signature.  

Sales + Marketing or Smarketing

Smarketing is the process of aligning sales & marketing teams around common goals with in a business or organization, focused on improving revenue. Both teams must be aligned to the same goals for Smarketing to be effective. This makes both the sales and marketing more effective.


image via http://www.myfrugalbusiness.com/2014/07/hubspot-academy-inbound-certification.html


Prospects are visitors to a site or someone who has signed up for an email news letter

A Lead is defined as anyone who submitted contact information in exchange for an offering.

Two lead Types in Smarketing

Marketing Qualified Leads vs Sales Qualified Leads

Marketing Qualified Leads or MQLs indicate that prospects are engaged with a product or service and want to learn more about it. They are ready for the sales team to follow up.

Sales Qualified Leads or SQLs

Sales Qualified leads are described as leads that both marketing & sales feel are worthy of follow up.

Opportunity is a customer that a Sales rep has communicated with & logged in CRM as a legitimate customer.

Inbound Sales

Inbound Sales is the transformation of the sales process. Traditional Selling was Seller centric. It was based on cold calling, controlling information and a sales pitch.

Inbound Sales attracts potential customers because sales reps share compelling content, freely share information with customers and use the buyers situation to help them make the right purchasing decision.  In today’s connected world. buyers have access to information at their finger tips. According to Hubspot,  60% of a buyer’s purchasing decision has been made before speaking to a sales rep.

image via http://image.slidesharecdn.com/takingyoursalesprocessinbound2014-140513092137-phpapp01/95/taking-your-sales-process-inbound-9-638.jpg?cb=1399973061

4. Delight

Businesses spend most of their money on attracting new customers when in many cases it is cheaper to keep existing customers.

There are three pillars of delight which include: innovation, communication & education.

1. Innovation-is to change the status quo and provide customers with the right solutions.

2. Communication- it is better to be personal with prospects & customers offering customers help.

3. Education-it is better to empower people than to ignore them. Businesses need to educate their customers about what is the best way to solve their needs.

The three pillars of delight are what makes up a great sales rep or business. Everyone needs to help customers because they form impressions of your business with each interaction.

This is the inbound marketing methodology by Hubspot in a nutshell. To learn more go to the Hubspot Academy site and earn your certification.

How do you use Inbound marketing in your business? Comment below & feel free to share.

Article  & Image Sources

Hubspot.com,

http://certification.hubspot.com/inbound-certification

Mike Schiemer

http://www.myfrugalbusiness.com/2014/07/hubspot-academy-inbound-certification.html

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 4 weeks ago

2016 NY Auto Show Media Preview

image

Image via http://www.logo-designer.co/new-york-auto-show-unveils-new-logo-design-brand-strategy/

There are countless exhibits at the New York Auto Show that were integrated with cutting edge technology, Hybrids and Virtual Reality or VR for short. After two days of coverage on the media preview days, I am going to share my favorite product unveils and displays. 

#Press Preview from 2016 @NYAutoShow https://t.co/x1jJJ1mFXm #nyias #nyautoshow #media #vr
Tip @LinkedInpulse pic.twitter.com/CUaZIyMPvW

Nissan’s GTR unveil and press announcement

Hyudai’s IconiQ unveils and press announcement

Mazda’s MX-5RF press conference

Acura’s MDX unveil

Chevrolet Camero ZL1 Press Announcement

Dodge Viper ACR

Lexus

Lexus VR

A great exhibit at the @NYAutoShow is the @Lexus #VR Driving Simulator #Lexis #NYIAS pic.twitter.com/PPiYEyGGOi

Honda Hatchback Prototype

The Ford Display

To see more pictures, press announcements & videos, go to my Facebook/Twitter pages @DanGalante. If you are in the New York area, I suggest that you check it out! The New York International Auto Show is open to the public from Friday, March 25th to Sunday, April 3rd, 2016. Tickets cost $16 for Adults, $7 for Children & $14 for groups. For more information go to http://www.autoshowny.com

What cars & trucks do you want to see at the show? 

Comment below.

Posted 5 weeks ago

Industries being Disrupted by Tech

image


image via http://visual.ly/mckinsey-global-institute-12-disruptive-technologies

Tech is disrupting industry in many ways. Below are four examples.

1. Ecommerce & Retail

Dominos uses Twitter, Smartphones Smart watches & other Digital Technology to drive Sales.

Dominos uses Twitter & other technology platforms such as Smart Watches Text messaging, Smart TV, Car & Voice to help drive sales.

How Amazon is Disrupting the In Home Product Restocking Market

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has…

2. Marketing & Advertising

How Marketing is Being Disrupted by Tech

The goal of marketing is to help drive products sales. However, we can not blindly follow the model of marketing & advertising of the 1960’s. Today, consumers have more access to more information than ever before. As a result, Marketers and brands do not control the conversation like they once did. Hitting consumers with ads through television and print and even online does not have the power that they once did. Consumers are being bombarded with messages like never before. As a result…

3. Media & Television

Will Alternative Content Creation Disrupt big TV & Cable Networks?

Netflix signed a deal with actor Adam Sandler to create, produce and distribute several movies exclusively to their customers. These movies will not go to the big screen.

Has Netflix set a trend for alternative content providers such as YouTube and Hulu? Will content production versus content delivery be the answer for alternative providers to combat the monopoly of the large television networks/cable?

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio?

4. Education & Education Technology

How Tech is Disrupting Education

The field of education is changing at a rapid rate. We can see these changes at all levels, especially at the K-12 space. Instructional shifts, Common Core standards and instructional technology are disrupting the way education is provided to students. SMART boards are used in a majority of classrooms which allows Teachers to make lessons interactive for students. The Teacher centered model is being replaced with the Student centered model. Students of today need constant stimulation, especially with technology. Traditional teaching methods and hardcover books do not stimulate the learners of today.

The Teacher of today is….

Clearly disruption & innovation is endless. Which industry do you think will be disrupted next? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

image via http://visual.ly/mckinsey-global-institute-12-disruptive-technologies

Tech is disrupting industry in many ways. Below are four examples.

1. Ecommerce & Retail

Dominos uses Twitter, Smartphones Smart watches & other Digital Technology to drive Sales.

Dominos uses Twitter & other technology platforms such as Smart Watches Text messaging, Smart TV, Car & Voice to help drive sales.

How Amazon is Disrupting the In Home Product Restocking Market

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has…

2. Marketing & Advertising

How Marketing is Being Disrupted by Tech

The goal of marketing is to help drive products sales. However, we can not blindly follow the model of marketing & advertising of the 1960’s. Today, consumers have more access to more information than ever before. As a result, Marketers and brands do not control the conversation like they once did. Hitting consumers with ads through television and print and even online does not have the power that they once did. Consumers are being bombarded with messages like never before. As a result…

3. Media & Television

Will Alternative Content Creation Disrupt big TV & Cable Networks?

Netflix signed a deal with actor Adam Sandler to create, produce and distribute several movies exclusively to their customers. These movies will not go to the big screen.

Has Netflix set a trend for alternative content providers such as YouTube and Hulu? Will content production versus content delivery be the answer for alternative providers to combat the monopoly of the large television networks/cable?

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio?

4. Education & Education Technology

How Tech is Disrupting Education

The field of education is changing at a rapid rate. We can see these changes at all levels, especially at the K-12 space. Instructional shifts, Common Core standards and instructional technology are disrupting the way education is provided to students. SMART boards are used in a majority of classrooms which allows Teachers to make lessons interactive for students. The Teacher centered model is being replaced with the Student centered model. Students of today need constant stimulation, especially with technology. Traditional teaching methods and hardcover books do not stimulate the learners of today.

The Teacher of today is….

Clearly disruption & innovation is endless. Which industry do you think will be disrupted next? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on Wordpress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

image
Posted 5 weeks ago

How Amazon is Disrupting the In Home Product Market

image

Image via http://www3.pcmag.com/media/images/462223-amazon-dash-button-tide-810.jpg?thumb=y&width=740&height=426

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has partnered with Brita to come up with connected water filter. Brita decided to partner with Amazon in an effort to combat an increase in Bottle water sales which threatens to take away market share from the company.

What this means for brick and mortar retail

As Amazon continues to offer more and more services where customers don’t need to leave their homes, many retailers will have to deal with declining sales and market share from their physical stores. Retailers will be forced to canalize  their own business through E commerce or go out of business.

The only way brick and mortar retail can keep their existing stores is by repurposing and branding them. In other words, retailers will need to make in store shopping an experience.

Examples of  Brands that have made in store shopping an experience are:

Barnes & Noble including Starbucks in it’s stores allowing customers to sit and read books while enjoying Coffee. The Starbucks allow for an additional stream of revenue for the company.

Macy’s has included Starbucks in its flagship store in New York City.

Integrating Technology into Retail & Supermarket Spaces

Many stores have integrated digital technologies with mobile devices making it easier for customers to pay with phones.

Tesla has opened a retail store in Toronto where users can use the touch screens to design their own car.

Amazon also has a grocery delivery service but  technology can also be integrated into grocery stores as well. From mobile technology taking payments to digital signage, Tesco a multinational grocery chain is doing just that.

The bottom line is that Amazon is here to stay & retail stores need to be combined with e commerce to make in store shopping better for customers.

How has Amazon changed the way you buy & shop for products?

Comment and share below.

Article Sources:

Amazon is ready to Start Restocking your Home for you by Lauren Goode & The Verge

Amazon Dash will now reorder ink by Lauren Goode & The Verge

Amazon Team up with Brita team up for Wi-Fi water pitchers by Lauren Goode & The Verge

Building  a Better Shopping Experience by Nurum

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

image
Posted 8 weeks ago

Wordpress & Tumblr 101: Writing a Great Blog Article

WordPress & Tumblr are great publishing platforms where users can create customized & branded content which includes domain names. For tips on setting up a blog click here.

Today I am going to focus on how to write & publish a killer blog article on these platforms.



image via singlehop.com

When writing a blog article, your goals are to:

1. Educate & inform readers about your products & expertise

2. Engage your readers & build an audience

Let’s examine the features of a WordPress & Tumblr blog.

The Structure of the Blog Article

Title

The platform provides a place for a title.

Tool Bar

Underneath the title, there is a tool bar similar to one you would see in Microsoft word that allows writers to use headings, Bold, Italics, underline, center, bullet pints and numerical lists. Users can also use the tool bar to insert links, images, and videos. (tumblr users need to click the button on the side of the blog platform for the tool bar to appear.)

Body

Next, is the body of the platform where users can write the body of their content and lastly there is the SEO tags.

Pictures/Images

Users can also upload an image at through out their article, Bloggers should  credit their image source whenever possible.

Writing on WordPress & tumblr

Now that we have described the inner workings of the the WordPress & tumblr blog, let’s describe how to write compelling posts.

Now you might be asking what topics should write about?

Popular topics are as follows:

1. Your insights on trends in your industry.

2. Case Studies

3. Topics in the News

4. How to articles that teach readers how to do something.

5. How you learned from failures and adversities.

6. Questions & Answers

The Body of your Post

Once you have chosen your topic you are ready to start writing. You must create a thesis which is the claims that you are making. This should be followed up with three to four paragraphs that prove your thesis, claim and assertion. Paragraphs should be 4 to 6 sentences when possible.

Within these paragraphs, you should use headings and  sub headings along with bullet points so your text is easy to read. The text should be visually appealing  to the reader.

In terms, of how long your post should be it is up to you. There is no set length, rather your post should be long enough to prove out your thesis, assertion and claim.

Title

Your title should reflect what the topic that you are writing about while being engaging to readers. Most people just skim the headlines as they are bombarded with content, in other words you have just seconds to catch their attention.

Popular titles include:

1. How to’s,

2. lists ex 7 ways to _______

3 A question.

4. Why ________

SEO tags Keywords

Make sure to pick keywords that reflect your topic and match the title and content

Images

Make sure when you upload images that reflect what your post is about.

Video’s/embeds

To enhance your text, you can embed videos and presentations from Slideshare & YouTube. This can be a strategy to re-purpose existing content.

Calls to action

Make sure that your posts have a call to action at the end. In other words, what action do you want your reader to take as a result of reading your post.

Sharing

You can share your post in the following ways:

1. On LinkedIn through a status update, your LinkedIn groups & messages.

2. Through the Social Sharing buttons that include LinkedIn, Facebook, Google+ & Twitter.

3. Through links

4. Ask questions of the reader that encourage them to comment and start a discussion.

This is how to write a blog post on WordPress & tumblr that engages readers & builds an audience.

What strategies do you use to write a blog post?

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 8 weeks ago

How to use SlideShare for Digital & Content Marketing

SlideShare is a great platform for creating original and repuropsed Content. Acquired by LinkedIn, SlideShare is fully integrated with the LinkedIn platform. Slideshare is social network of it’s own. Users can follow other users content; similar to LinkedIn.

Signing up for a SlideShare account is easy and be done quickly with a LinkedIn account.

Setting up your SlideShare profile

Once signed up, users can create a user profile that includes the following:

1. Description,

2. Location,

3. Headline

4. Photo ,

5. Industry

6. Web link,

7. Links to LinkedIn, Twitter, Facebook and Google plus accounts

Here is a link to my SlideShare profile so you can see an example.

Types of Compatible Uploads

Users can upload various types of content that include Powerpoint presentations, Word Documents, PDFs, Google Drive, Dropbox along with video content. SlideShare offers custom templates to create content on the platform as well. Many people use SlideShare to create and share Presentations.

Possible Slideshare Content

From repurposed blog posts, ebooks, videos, resumes & testimonials, the types of content that can be created and or uploaded to SlideShare are endless.

Title, Category & SEO

Once users upload their content, they must do the following:

1. Create a title

2. Include a brief description of the work

3. Chose a category to classify the content from a drop down menu

4. include relevant keywords and SEO tags that can be indexed in search engines. The more descriptive the better chance of being found. SlideShare shows users a sliding scale to show how likely they are to found. A users goal is for the scale to be the color green because green is equal to 100 percent.

Social Sharing

SlideShare allows users to share content on LinkedIn, Google  Twitter & Facebook. Users can also share presentations via email. To share a presentation, click on the share arrow on the bottom left of the presentation. Once a clicked, a widow will pop up where users have the option to:

1. Click the share buttons,

2. enter an email

3. Copy code to embed to a website or Wordpress blog

4. Copy a link to the presentation

Embeds

Users can embed their content on websites, blogs & LinkedIn’s publishing platform. Users have to click the embed button and chose the appropriate code because embeds to Wordpress have a separate code.

Embeds are a great way to create enhance blog content. Here are examples of how I used embeds on my  various web properties.

I have embeded SlideShare’s Getting started guide presentation as an example.

Getting Started With SlideShare

from

LinkedIn SlideShare

Embeding Presentations on a LinkedIn Profile LinkedIn allows SlideShare users to embed their presentations on their profiles. To do this, just click on the add to profile button. Analytics/KPI’s SlideShare now offers users free analytics on content that is uploaded to the site. This is a great way to track where traffic is coming from and how users engage with content. Users can track social and email sharing along with downloads. Analytics can be found at the bottom of the presentation. These analytics are a great way to set and track KPI’s for your content marketing program. Slideshare’s Premium Features SlideShare allows users to collect leads from their content this is a paid feature. Here is more information on how this feature works.

Introduction to SlideShare for Businesses

from

LinkedIn SlideShare

Putting it All Together Integrating SlideShare into your content marketing strategy is a must. I have had pieces of content receive the highest numbers of views on SlideShare. Users have the chance to gain followers on this channel and get their content featured; similar to LinkedIn. The ways to repurposing content on Slideshare are endless and it can help users connect with a completely new audience. Many of my followers on SlideShare do not follow me on LinkedIn or other social networks. The best part about SlideShare is that it’s free! How have you used SlideShare to create, share and repurpose Content? Feel free to comment below. About the Author Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference. Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment. He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today. Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 9 weeks ago

5 Ways Digital & Content Marketers can use Analytics for Free

There are plenty of ways for marketers to measure the reach of their content and track customer behavior with marketing analytics. Many of these resources can prove to be quite expensive but in some cases make sense to purchase. However, there are plenty of free sources for marketing analytics.

1. Google Analytics.

Google Analytics offers users free access to analytics for their website and tumblr blog. Users can track where the traffic is coming from and identify potential customers. Customer behavior on websites can also be tracked. Here is how to install it on a website.

2. LinkedIn

LinkedIn offers free analytics on it’s publishing platform that allow users to see the geographic area and industry of their readers. Along with eyeball count, comment count, users can see who shared and liked their content.

LinkedIn members can also see statistics on status updates that are popular in their network.

3. SlideShare

SlideShare now offers users free analytics  on content that is uploaded to the site. This is a great way to track where traffic is coming from and how users engage with content. Users can track social and email sharing  along with downloads.

4. Twitter

Twitter users can track the impacts of their tweets. Twitter provides users access to track social sharing which include retweets and likes. Users can also track tweet impressions and clicks tweets that include URLs.

5. WordPress

WordPress users can see how many people have viewed their content, shared their content and what country viewers are from. Traffic sources such as referrers and search terms are included as well.

These are 5 ways that marketers can access analytics for free.

How have you used free analytics to measure your content and track customer behavior on your site? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Posted 11 weeks ago