Artificial Intelligence and Small Business
Are you curious about how artificial intelligent (AI) is going to impact small business? At GoLeads we’ve been seeing AI touch our marketing efforts everywhere from inside of Google’s advertising, and analytics products to testing natural language processing in our list tool of the future. Alternately interesting and terrifying, we’ve been trying to learn more.
Today, we want to share 3 articles about AI worth reading.

Former Apple CEO John Sculley Says AI is the Future of Marketing

John Sculley sees three different types of AI in business. The assisted intelligence like smart GPS Waze, the autonomous intelligence that makes the news in self-driving vehicles. And what he calls augmented intelligence, where AI does things humans can’t do, like analyzing massive amounts of data.  Always interesting insights from a great consumer marketer.

Small Businesses Are The Real MVPs Of Analytics And BI Growth

In this article from Forbes online, the author uses a lot of fancy charts to show you what other small businesses are doing with analytics and BI. The part that stuck out to us is that most BI initiatives are going to be drawn from sales and marketing teams. Hidden in that BI monicker is that a lot of business intelligence insights rely on AI to derive helpful insights. As John Sculley would say, assisted intelligence. (or is it augmented?)

How AI Can Improve How We Work

Ideacast is a podcast from Harvard Business Review and in this episode, we meet Paul Daugherty and James Wilson. They are senior technology leaders at Accenture with youthful sounding voices and a few interesting things to say about AI. They see AI jobs falling into two buckets: builder and those who are helped by machines. No surprise there, but the details and subcategories are interesting. GoLeads big takeaway? Start demystifying the technology today by putting some in place.
That’s advice we can all act on.

Marketing your small business is no easy task. This is especially true in light of the fact that small businesses usually have small marketing budgets.

Small Business with Small Marketing

Small Business and Common Mistake in Marketing

Mistakes are an inevitable part of marketing (and anything, really). After all, we’re all human. However, some mistakes are much harder to bounce back from than others. So what marketing mistakes are the costliest to a small business trying to get the word out about their products or services? Read on to learn about the biggest pitfalls of small business marketing.

1. Failing to make an adequate investment.

Almost half of small businesses report spending only 3 percent of revenue on marketing. The Small Business Administration and other marketing experts advise businesses with revenue less than $5 million to allocate approximately 8 percent. While it is tough to part with money when you are on a tight budget, if you aren’t marketing your business, it will be difficult for you to stay in business for long

2. Using a DIY approach.

More than half of small business owners say they outsource tasks such as graphic design and web development while only about 15 percent outsource marketing. While it’s important that you have a great looking website, keep in mind that no one will see it if your marketing isn’t equally as compelling. Marketing—just like graphic design or web development—requires special skills that not everyone possesses. If you aren’t a marketing specialist, it’s probably best to hire a marketing firm to do the job for you.

3. Doing the same things over and over or taking a one-and-done approach.

There are so many ways to market your business these days and yet it’s tempting to play it safe and stick to one tactic, such as email marketing. Instead, figure out a few marketing tactics that seem to generate some buzz and alternate between those tactics. It is equally important to avoid being taken in by every new marketing fad. There’s no harm in experimenting with a new tactic periodically but always changing tactics is never a good idea.

4. Mixing social media accounts.

As a small business owner, it may seem like using your personal Facebook, Twitter or Instagram account for business makes things easier. This may be true but it can be a whole lot more dangerous, as well. After all, you don’t need your customers to know your politics or see your son hit his first home run. And if a prospect’s child is on the opposing team, you may have just lost a sale! That’s an exaggeration but you get the point.

Marketing your small business is a big job and mistakes will be made. However, the mistakes listed above will do more damage than most.

Nothing is more gratifying than having a large number of people visit your website. On the other hand, nothing is more frustrating than having so few of those visitors convert. If this is happening to you, don’t wait to do all that you can to reverse this troubling trend.

Without compelling landing pages, customers and prospects are going to be less likely to convert. But before you can create a compelling landing page, you need to know what makes a landing page stand out.

Improving your SEO by clarifying your goal

If you want to convert more visitors to your website, it’s important to get inside the head of those visitors. In other words, become familiar with the psychological principles that help to increase website conversion.

Blog posts are a great way to increase conversions. But to get results, you have to make sure you are crafting the type of blog posts that convert.

Not sure where to start? Contact GoLeads SEO expert teams!

Nothing is more frustrating for a business owner than to attract countless visitors to their website yet fail to convert those visitors. Thankfully, there are ways to improve your conversion rate.

Of course, the only way to solve a problem is to acknowledge that problem. In the case of low conversion rates, you need to pinpoint what causes a visitor to decide not to press the buy button. Chances are it comes down to one of three reasons.

Reason #1: Trust

It is hard to hear that people don’t trust your brand. However, it should help to know that it is difficult for people to trust a brand until they really get to know that brand. In other words, it takes time to build trust. In order to speed up the process, you need to let prospects get to know you. Testimonials are a great way to do this because they allow people to hear stories from real people on how they benefitted from a product or service you provide.

Reason #2: Value

You know you offer real value but if visitors to your website don’t convert, it’s likely they aren’t getting the message. So, what’s the problem? Chances are you aren’t communicating your true value. Sometimes it can be difficult to take an objective view of your own copy. In such cases, it pays to outsource your writing or editing duties. Remember your copy needs to let readers know why your product or service will make their life easier or more profitable.

Reason #3: Experience

Trust and value are reasons people make purchases from a website. The sad fact it, however, that many times they do trust you and do believe you offer value but your website is just too complicated. If your website is difficult to navigate, few people are going to spend the time to figure it out-no matter how much they want to. In today’s digital world, there is always another place to turn. Ease of checkout, therefore, is one of the key components when it comes to converting customers. Not only do you need to give people the products and services they want, you need to make getting those things a simple process.

If you are seeing a significant number of visitors to your website but few conversions, it’s time to figure out why. After all, you invest a lot in your website so it is important to see a healthy return on that investment!

In the marketing world, it’s all about data. Data is gathered, it’s analyzed, it’s bought and it’s sold. Unfortunately, as important as data is to businesses, few of us are taking advantage of the most important—and accessible—data of all: our internal data.
At GoLeads, we know that a company’s internal customer database is the most valuable list out there. Despite this fact, in many cases, internal lists are some of the most incomplete lists of all. Think about it. How many of your internal files are missing basic facts such as a number of employees or industry type? Now consider how valuable this information would be for securing new business if it was coupled with your internal invoicing, for example.

 

Of course, not all lists are not created equal. There are cold lists, response lists, and everything in between. What you consider to be the most valuable list can (and will) depend on what you are trying to accomplish. Want to saturate consumers or businesses in a particular geographic area? A list with all demographic filters removed is the way to go. Looking to reach only your best prospects? A list with precise demographic, geographic and psychographic filters will help you do just that.

Here is a list of the most common types of lists:

  1. Cold Lists: Prospects who have not expressed an interest in your product nor have they reached out to you.
  2. Warm Lists: Prospects who have purchased similar products and have expressed an interest in a related product.
  3. Response Lists: Businesses or consumers who have responded to an offer from your company.
  4. Customer Lists: Business or consumers who have purchased something from you in the past.
  5. Hot Lists: Prospects that have expressed a strong interest in your product or services.

 

GoLeads is the list expert. We provide B2B and B2C companies general lists, laser-targeted lists and any other type of list they require. Finally, what sets us apart from other list companies, however, is that fact that we do more than provide lists to our clients, we work with them to drive up the value of their internal database.

When it comes to content marketing, maintaining the status quo means you are falling behind. Let’s face it, it can be tiresome pushing out content—especially when you have been doing it for a while. But if you want your business to succeed, you can never take your foot off the content marketing pedal.

The Harvard Business Review’s article, 4 Ways to Improve Your Content Marketing, offers solid insight into the state of content marketing today. It also talks about some of the pitfalls of content marketing and how to avoid them.

Here are some highlights that would enhance your content marketing:

  1. Today’s buyers aren’t moving through the traditional sales funnel as they did in the past. Content must reflect this new journey.
  2. Mobile is important but doesn’t go overboard.
  3. Focusing on specific days and times to send content is a waste of time.
  4. Different prospects prefer different types of content.

If your content marketing could use an overhaul, GoLeads is here to help. We’ll work with you to make sure you are producing the best content out there and ensure that this content gets to the customers and prospects you are trying to reach.

Content marketing is the name of the game these days. One of its many benefits is its versatility. So the question you need to ask yourself is whether you are taking advantage of all that content marketing can do for your business.

7 Ways to Hit Home Runs With Content Marketing for Demand Generation

Content Marketing

Content marketing is becoming more and more popular but that doesn’t mean it is getting any easier. In fact, just the opposite is true. Marketers need to get more savvy at creating content that captures and keeps the attention of their target audience.

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It’s been said (probably millions of times) that if you aren’t moving forward, you are falling behind. This expression is so popular because it is so true. And it goes for almost everything in life and in business-including content marketing.

Even if you are satisfied with your content marketing efforts you need to continue to improve on those efforts or your content’s ability to make an impact will diminish. Of course, this is easier said than done and it can be difficult to know how to continue to up your content game. No worries, we’ve got some ideas to help you do just that!

  1. Engage with those who read your content. Posting content is just the first step in content marketing. The real payoff comes when you are able to engage with the people reading it. If someone leaves a comment, begin a conversation that encourages a back and forth with the person who initially commented on the piece and keep in mind the many others that will be reading the exchange.
  2. Don’t rely on news-based content. Sure, you need to keep up with trends in your industry but don’t neglect to post content that stays relevant for long periods of time, as well. It is this type of content that often pays off the most.
  3. Be a master of reinvention. Just as there is no need to reinvent the wheel, there is no need to reinvent your content. It is a good idea to update and refresh it, though. Some examples would be to write follow-ups or post the same piece of content to different channels.
  4. Always have an objective. Every piece of your content needs to have an objective. Looking to generate leads? Want to be seen as a thought leader? The true definition of great content is that it helps a business reach a particular goal.
  5. Find the answers your audience is looking for. If you get asked a question that there seems to be no answer for, find it. In other words, do your own research. So much of content these days comes from citing research or studies. Make yours stand out by doing some original research of your own.

Content marketing offers endless opportunities to market your business. Unfortunately, it is easy to get into a rut and keep doing things the same way over and over. One of the beauties of content marketing is its versatility. Make an impact by capitalizing on this fact.

Email lists are an outstanding way to grow your business and can lead to sales conversions. Sending emails to prospects also can help to build relationships. But emails can fall flat, as well, leading to a great deal of frustration, not to mention wasted time and resources.

At GoLeads we help you with email and sale leads strategy

If your emails aren’t getting the response you had hoped, you are probably wondering why. An article in Business Insider, 5 Reasons Your Email Didn’t Get a Response-and How to Make Sure It Does, might help to give you some insight. It lists some of the reasons people don’t respond to emails, including these common ones:

  1. They are too vague
  2. They are really long (or too short)
  3. They are generic

If you are looking to send emails that get opened and convert, GoLeads can help. Give us a call at 402-334-1824.

Sending an email to a prospect for the first time can go a long way toward cementing your relationship. Unfortunately, that can mean they think a lot of your business-or not much at all. Worse yet, you may never know what rubbed a prospect the wrong way or caused that prospect to hit the delete button.

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