SESSION 4: Getting the Relationship Right

Marketing & Message; Getting, Keeping & Growing Customers

Messaging & Marketing

Building a StoryBrand
Building a StoryBrand teaches readers the seven universal story points all humans respond to, the real reason customers make purchases, how to simplify a brand message so people understand it, and how to create the most effective messaging for websites, brochures, and social media.

How Trust Works in the Business World
In this interview, Oxford lecturer and bestselling author Rachel Botsman shares a fascinating look at how trust works in the business world, how it’s changing, and what we need to do to keep up.

I Don’t Hate Marketing
After repeatedly and publicly voicing his dislike of traditional marketing, a friend sets Brad Feld straight.

7 Components of a Brilliant Marketing Message
Effective marketing can be as simple as one sentence. Geoffrey James writes a helpful reminder on what makes a great catchline great.

Word of Mouth

Why You Need a Word-of-Mouth Marketing Strategy ASAP
In this interview, Jay Baer joins Donald Miller to talk about “talk triggers” — moments you can create for your customers that they’ll tell their friends about. He’s full of specific, practical examples that will inspire you. You may very well transform your whole business with the big idea you get from this episode.

Vista Print
VistaPrint is an inexpensive site for purchasing custom business cards. Build from a template or upload a custom design.

MOO
With refined designs and a wide range of products, MOO equip your business with beautiful business cards, mini cards, and much more.

Word of Mouth Marketing Strategies
This insightful post describes why WOM marketing is so effective and how to utilize it in a digital age.

Online Strategies

Facebook Pages
If you have a Facebook account, you can create a business page where you can post essential information in just a few clicks. Moreover, this page will immediately come up in a Google search.

Google Sites
This free web service from Google makes it easy to build a website, either from scratch or using a template.

Doodlekit
Although it limits you to five pages and a blog, Doodlekit is an easy web-based site that allows you to get a free website up fairly quickly through customizable templates.

SquareSpace
For a more professional looking template site that can upgrade to a full package of business tools, you can use SquareSpace.

Wix
Wix provides every tool you need to create a stunning site for free.

Email List Strategies

MailChimp
MailChimp helps you design email newsletters, share them on social networks, integrate with services you already use, and track your results.

Emma
Email marketing made simple.

Marketing Through Messaging Apps
Shama Hyder shares her insight on marketing through personal messaging apps in order to ensure your customer stays in your nurture cycle.

Social Media Strategies

Social Media Marketing: The Ultimate Guide
HubSpot packs an informational punch in this helpful blog post on the ins and outs of social media marketing.

Hootsuite
Hootsuite allows you to schedule messages and send them across multiple social media platforms easily.

Facebook
Create a profile and start connecting.

Twitter
You’d be amazed at how much can be communicated in 140 characters.

Instagram
This platform provides a great way to take, edit, and share photos to create a following.

Pinterest
If you’re selling a product, take pictures and start pinning!

LinkedIn
Use LinkedIn to build your professional network and expand your customer base.

Adwords

Google Adwords
By purchasing Google Adwords, when someone searches for the keywords you selected, your ad will appear next to the search results, helping you reach an audience already interested in what you offer. Google offers a variety of pricing options to fit your needs.

How to Use Google Adwords
An accessible guide to getting the most out of a critical advertising tool.

Search Engine Optimization (SEO)

Google Search Engine Optimization Starter Guide
All of Google’s advice in a nifty pdf.

SEOBook Tools
This site contains free SEO tools.

The Four Pillars of an Effective SEO Strategy
Marcus Miller breaks down SEO strategies into the four fundamental facets of SEO.

Traditional Advertising Strategies

How to Write a Press Release that Gets Noticed
This article from Entrepreneur tells you how to get started with a press release.

9 Traditional Marketing Techniques that Still Matter
This article tells you which techniques could be right for your business.

Inbound Press Release Templates
This kit includes templates and a guide for formatting press releases for all kinds of purposes.