You Chose That Name? Avoid These 5 Naming Mistakes

Naming your company, product or service, either new or old, is a great opportunity. If you get it right it could put it on the “map”, increase awareness, and spark buzz from the marketplace. However, if you get it wrong it may make you invisible, mis-represented or non-existent. Naming is a mix between an art and a substance but these 5 tips should help.

  1. Don’t be (or want to be) like everyone else

Avoid this curse of human nature. While you may see something successful in the marketplace, such as a well-known brand/product, I would encourage you to be inventive and avoid the need to duplicate. Strong names and brands have been built, which is how you should approach your naming process. This is an opportunity to establish and build a strong name/brand while differentiating you from your competition.

  1. Remember what’s important to your target audience

Before you start naming, make sure you’ve reviewed and refined your brand positioning so you know exactly what your target audience is looking for and wanting (even if they might not know it yet). As discussed in tip 1, you should also position yourself as distinctive. Avoid how you want to be positioned or perceived rather position yourself as what your target market is expected.

  1. Be simple

Basically, don’t say everything. A good name (or brand) is an entry point. You create interest by intriguing your audience not by telling them everything. You can capture their attention and then provide information after, through packaging, advertising, website, social media etc.

  1. Avoid trends

Create a name or brand that will last longer than the recent trend, such as dropped letters, juxtaposed concepts, slang or “trendy” acronyms. Select a name that you’ll be able to present with pride for longer than a few years (or trend).

  1. Check your grammar

Don’t lose perspective and be mindful of spelling, grammatical and pronunciation issues. Also, consider how your name is interpreted in the media as well as in other countries, languages, etc. Be sure to take your time and review your choices.

A brand, product or service name is extremely important to creating awareness and engaging your target audience. This is an opportunity – don’t waste it.

7 Tips to Create (or Optimize) a Great LinkedIn Business Page

Simply put, LinkedIn is a professional social media platform that has been steadily growing in popularity and use, especially for search, business networking, hiring, referrals, leads and even financing. If you haven’t made a business LinkedIn business page, you’re missing out. If you have already have a business LinkedIn page for your business you should review it and optimize it.

Luckily you can probably use these recommendations on your other social media pages (Facebook, Twitter, Google+, etc.) as well. Here are 7 tips to help you create (or optimize) a great LinkedIn business page.

  1. Branding

Make sure your branding is aligned with your company and overall marketing strategy. If someone is discovering you first through your LinkedIn page, they should be able to know and understand what your company is about. Make sure your images are sized correctly, not distorted and speak to your target audience. Also, include links to your company website.

  1. Showcase your products & services

On the Products & Services page, testimonials and recommendations are highlighted prominently. This will have a direct impact on the number of Linked members who’ll end up visiting your website. Encourage customers to recommend your products and services here as well.

  1. Make your page engaging

Optimize your LinkedIn company page content so it speaks not only about what you company does, but also what your customers will be searching for. Include keywords or buzzwords and make sure that the content provides value to readers.

If your business operation spans multiple locations, you may want to list all of them. LinkedIn allows visitors’ location as a search criterion to narrow down results. You can add up to five different locations to your page. Also, consider including a short video (30 seconds) summarizing your company and it’s offerings. A well-made and appropriately branded video can encourage many to “follow” or engage with your company.

  1. Use advertisements to drive traffic (and page views)

The advertising options provided by LinkedIn are definitely worth checking out. InMail, Display Advertising and Sponsored Posts will help you build a large follower base effectively and affordably. The advertisement can be targeted by job title, location, and many other options.

  1. Use and measure analytics (a.k.a. Insights)

LinkedIn Insights will help you track the success of your page and improve it This includes impressions per post, user engagement, follower demographics, audience insights, etc. It also connects to promoting your page (#4) and will help you optimize your targeted posts and determine return-on-investment (ROI).

  1. Add LinkedIn buttons to your site and collateral

Social plugins are a great way to quickly share your content on various social media platforms. In addition to getting your content shared, you could also drive visitors from your website toward your LinkedIn business page. You can select recommend, follow, endorse, or share buttons on your site to drive traffic to your business page. Think about where you will place them on your website and choose the best one to achieve your objective. You should also place your LinkedIn logo (vector image) on your digital assets (website) as well as your marketing collateral (brochures, PowerPoints, business cards, etc.). That being said you should do this for all of your social networks.

  1. Update regularly and be social

Your objective is (or should be) to engage you audience and give your brand as much positive awareness as you can. Keep your page and audience updated regularly. Post information, comments, and tips on a regular basis. When you share information, keep in mind the professional demographic. You can even consider creating a LinkedIn group for your company (internal and/or external).

5 Metrics You Should Be Tracking To Help Increase Sales

Are you tracking and accessing metrics to improve you business? Here are 4 important metrics you should track to improve your business.

1. Total sales by time period

You should be tracking your sales by a time period that is relevant to your business (monthly, weekly, quarterly, annually). By tracking sales by time period, you know exactly how well you’re performing. You know if your sales are up or down versus the prior period, be it the prior day, week, month, quarter or year.

2. Sales by product or service

This metric tells you exactly what is performing (a.k.a. selling) and what’s not. This will help you to focus your business and marketing strategy. Declines in the sales of certain products might mean new product versions are required where as increases in sales means you need to support that product or service and make sure the capacity is there.

3. Revenue per sale

The easiest way to increase sales and profits for most companies is to increase the average revenue per sale. Tracking this metric will help you devise strategies to increase your revenue per sale and track the success.

4. Sales by lead source and activity

This metric will help you focus your marketing and advertising spend. The key here is to spend more on the advertising or “lead sources” that produce the most sales, and to stop wasting money on sources of leads that don’t. By tracking the lead sources for your sales, you can optimize your lead generation.

I also recommend trying to track sales by activity as well. This can include sales per click or impression (for digital marketing), sales per lead or phone call and networking or events. Most sales people say that sales is a numbers game. If you go to more events, speak to more prospects, and issue more proposals you’ll close more sales. It’s true. You need to track the results and effectiveness of each of these efforts to see what is working so you can do more of it. You also identify what’s not working, and can fix it right away.

5. Revenue per sale

The easiest way to increase sales and profits for most companies is to increase the average revenue per sale. Tracking this metric will help you devise strategies to increase your revenue per sale and track the success.

The goal of tracking metrics is to provide you with the information and ability to alter business and marketing strategies to increase your revenue.

Are You Mobile Marketing? Here Are 4 Tips To Help.

If you missed the memo, marketing has gone mobile. ComScore reports that more than 1.8 billion people worldwide use mobile devices and this includes your customers. Customers (and potential clients) are using smartphones and tablets to find information about your company (and your competitors). 48% of Internet searches begin on mobile devices. Basically if you haven’t thought about your mobile marketing strategy, you’re already missing out. You need to be in the mobile marketplace if you want to be seen as a relevant leader in your respective industry.

Entrepreneur has a few statistics you should probably consider:

  • 99% use mobile devices to search for valuable content and information
  • 63% of all Internet access is from mobile devices
  • 62% of users access email from mobile devices
  • 15% make purchases from mobile devices

Here are my 4 tips to help you improve your mobile marketing.

1. Have a Mobile Friendly and Responsive Website

This is a must-have. You need a website that is mobile friendly/responsive and loads fast for mobile viewing. Include relevant informations and ensure your mobile website is easily accessible and navigable with clear links and user-friendly icons.

2. Mobile Relevant Articles and Content

Your website needs to have a mix of dynamic (topical content in the form of blogs) and static (About Us, Services, Products, etc.) content. Potential clients search for more than just what your company does. There needs to be a value exchange when developing useful, mobile-friendly content.

3. Be Social

When visitors find great content on their mobile devices they want to share it quickly and easily with others on their social media accounts (Facebook, Twitter, LinkedIn, Google+, etc.). Be sure to include social media icons on all of your web-based marketing.

4. App- Centric

Consumers spend more than half their mobile time using mobile applications. I am not saying that all companies need a mobile app, but you need to consider how your website, content and marketing is presented within other mobile apps – for example Facebook, Twitter and LinkedIn. You should also have a presence on the popular social media networks, with branded pages on Facebook, Twitter, LinkedIn, Google+, YouTube, etc.  Ensure that the profiles on these sites are complete, up-to-date and provide relevant information.