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Top Marketing Tools to Win Business Without Being Sleazy
We know our subject line says “talk dirty,” but we draw the line at sleazy.
Per a Copyblogger podcast we featured a few days ago, we touched on some people’s apprehension to marketing, for fear of being “unethical.” If you do it right, that just won’t be the case. Take Mark, for example. He puts the “mark” in “marketing,” and he’s the nicest one in the office.
Anyway, seems like more and more strategies out there are making a point to avoid the sleaze factor. It’s an old advertising stigma marketers want to squash. So let’s get to it then. Today’s Listen is chock full of awesome tools and ways to win more business, but without being gross about it.
- (00:35) How an email service provider helps send good content and increase business in a non-sleazy way.
- (01:02) Why you should reach out to customers and other companies the old-fashioned way—individually.
- (01:05) WebinarJam allows you to promote a product or service through “educating” clients. See why the hosts consider WebinarJam *the best service.*
- (02:50) Why Intercom or Drift are the best services for offering live chat on a site. You can read more about Drift in today’s Read, too!
- (04:26) Tubebuddy allows you to schedule posts on Facebook and is a great YouTube analytics tool. (Also has a great name.)
- (05:45) Don’t forget the value of personalized messages and quirky content.
- (06:35) MixMax is an email follow-up tool that can schedule email sequences! See why Neil Patel swears by it.
- (07:24) “The fortune is in the follow-up.”
- (07:47) Supermetrics makes it easy to set up good-looking reports that make sense.
Ah…don’t you love those short ‘n’ sweet podcasts on a Friday?
Get Leads Without Gates
…no, not Bill Gates.
But peep this stat of the day: 81% of tech buyers who come across gated content don’t fill out the form. Yikes.
The ol’ gated vs. ungated content debate is still raging. Strong arguments have been made from both sides. But, we’re settling that debate today. Once and for all.
Okay, not really. It’s a complex topic and basically comes down to you—your business, your audience, and your goals. But, our pals over at Drift make a really strong case for ungating all of your content in today’s Read.
One caveat: if you’re ungating all of your content, you can’t just let all that traffic go unattended to. You’ll need some way to engage with the right visitors. In Drift’s case, they use a website bot managed by AI. That’s easier than it sounds, we promise.
Here’s how they capture and qualify leads without using forms:
The Three Visit Rule. You need to accept that not everyone who reads your content is going to be a customer. If someone visits your blog twice, there’s a better chance they might be interested in what you sell. But, three times? Now we’re talking. Drift’s chat feature only appears for visitors who have stopped by their blog three times.
That chat function is just a bot for the first step. The bot asks a series of questions that prompt someone to sign up for a demo. If the person agrees, the bot has the ability to schedule the demo right there in the chat feature.
Another important point about going ungated: your content needs to be good enough that someone will remember your name and want to come back to your blog. If you’re still having that intern write content for free, it’s likely not good enough.
Get the full scoop from Drift →
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Dirty Talk
Maybe you don’t know much about Lima, but one thing you need to know is that air pollution is a huge problem there. In fact, Lima is the 2nd most polluted city in Latin America. Pollution, no doubt, is seriously choking the city.
One Peruvian company is trying to change that with its newest brand-awareness ad campaign directed at drivers in the city.
The campaign stars a blank white billboard in a busy intersection in Lima. As more and more drivers pass the billboard, the pollution from their cars starts changing the billboard. Special letter paint begins to absorb the pollutants and CO2 particle, spelling out a message.
Meanwhile, a voiceover talks to the viewers, as if the voice is Lima itself. A powerful example of taking something ugly and using it to tell a story…
“As people grow accustomed to having everything right at their fingertips—right here and right now—their expectations of brands grow ever higher.”
Keith Weed
