Satisfy your craving for better marketing results.
1. Creative tire chocks: remove obstacles keeping you majorly stuck
In working with founders to turn their marketing into something sustainable and enjoyable, I address obstacles. Often, the
only thing holding us back from satisfying work is something seemingly small that is holding up important work. Jeremy Enns calls these “creative tire chocks” (the tiny wedge that keeps giant aeroplanes from rolling away). So perfect!
An external circumstance that needs to fall into place
An action or task to complete
A decision to be made
My question to you: if anything in Jeremy’s article resonates with you when it comes to sorting your marketing, feel free to connect with me.
2. Stock photos ofwomen of colourin tech
Another resource for greater representation of all people in your marketing: here’s a really cool gallery of stock photos of women of colour in tech.
The creators ask that you “use these photos to show a different representation of all women in tech. That you should use these images in pieces about entrepreneurs, software engineers, infosec professionals, IT analysts, marketers, and other people who make up the tech ecosystem.” You can use them as long as you attribute wocintechchat.com.
My question to you: do you have any marketing asset sites that leave the boring old stock world in the dust? Please
reply and let me know so I can put it in a future issue!
3. Easy ways to make more exciting social media videos
Do you like how other brands seem to make awesome videos with just their phones like I do? Well, we don’t have to hire a production company to get similar results!
Check out Nordic Scott on Instagram for quick phone video tips that look amazing. It seems the key is to film 4 to 5 different shots, using movement to achieve them. From “how to film cake” to “taking a car trip”, I'm sure you’ll find these tricks inspiring, no matter what you’re trying to communicate. I can’t wait to try some of these out!
My question to you: could you free up a few hours a month for Research and development to try new content creation methods? What would happen if you treated R&D time like you did a client meeting in terms of importance in your schedule?
4. Types of greenwashing and how to avoid them in your business
Greenwashing is when a brand creates a false/misleading impression of how environmentally conscious they are. Sometimes this happens, even with the best of intentions. So local sustainability marketers at R&G decoded nine types of greenwashing and what to do instead.
I think everyone could benefit from giving it a read, whether your work is related to sustainability or not. The article addresses topics such as:
Fluffy language
SDG bingo
Imaginary friends
I love how they frame each topic, and the post itself is a great example of keeping a complex topic easy to digest. Once we know better, we do better.
My question to you: have you recently reviewed your website for places to improve transparency and clarity?
Your inbox one week after buying that one thing online.
Reminder: marketing a service is not the same as marketing a consumer product
Sending daily emails.
Avoiding "controversial" topics on social media.
Focusing on features and specs.
Making engagement the most important KPI.
Downplaying your experience as the founder.
Getting prospects into the sales funnel ASAP.
Writing
FAQ posts for SEO.
These marketing tips might work well for brands selling off-the-shelf products, but not necessarily service-based offerings!
Products have the advantage of being tangible and easier to make a decision on. They don't worry about unsubscribes from daily emailing because they sell enough units to justify the churn, or know readers will stay for the chance of a sale. And product brands can play it "safe" with their content because often consumers aren't invested in the people behind the
brand.
But if the service you offer is:
Innovative
Sensitive in nature
Intangible
Highly bespoke
A
big investment
... you've got to "court" prospects towards trust and commitment. This means wooing them with your expertise, confirming you have the same values, and helping them picture a future with you.
Also, service-based brands don't have to dole out pushy shit. That's my kind of marketing! Is it yours too?
Then feel free to ditch the marketing advice that isn't serving you. When reading articles or watching webinars, double-check that the creator has the unique circumstances of purpose-driven services in mind.
Oct. 5th: Better Marketing Content With Audience Research If you feel like your marketing has been a bit of a grind or isn’t getting the engagement you’d hoped for, Audience Research is to the rescue! This free online webinar is open to all Nova Scotian tourism brands.
Oct. 5th: Digital Skills for Women+: SEO Consulting An overview of what SEO is, how it might be a fit for your transition into the ITC sector, and my experience as a marketing consultant and business owner For current cohort participants, do check out the programme and spread the word for the next session!
