In this video I share the top 5 content marketing must-haves for small business and entrepreneurs. In-bound marketing, content marketing and lead generation are all about one thing: getting more customers and clients. I guarantee that if you use all 5 of these marketing consistently, your business or creative practice will grow and you will become known as a go-to leader in your industry.
This “How To” is targeted to my audience of entrepreneurs and creative professionals but is also useful and actionable for anyone interested in brand strategy, business planning, design, marketing and communications.
This video is targeted to my channel’s audience of entrepreneurs, designers, creative professionals and anyone interested in brand strategy, business planning, design, trend, marketing and communications.
Philip VanDusen is the founder of Verhaal Brand Design, a strategic design and branding consultancy in the New York City metro area. He is an accomplished creative executive and expert in strategic branding, graphic design and creative management. Philip gives design, branding, marketing and business advice to creative professionals and entrepreneurs on building successful creative practices and brands.
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RECOMMENDED BOOKS TO HELP YOU BUILD YOUR BRAND AND CREATIVE PRACTICE:
Book on Design Thinking: “Change By Design”, Tim Brown http://amzn.to/2mTFDrz
On Creative Inspiration: “Imagine”, Jonah Lehrer http://amzn.to/2mJpQe9
On the Freelance Economy: “Free Agent Nation” by Daniel Pink http://amzn.to/2mWlbpR
My fav Design Career book: “Orbiting the Giant Hairball” by Gordon MacKenzie http://amzn.to/2noTnIL
On inspiration: “Rules of the Red Rubber Ball: Find and Sustain Your Life’s Work” by Kevin Carroll http://amzn.to/2moisCu
The 22 Immutable Laws of Branding, Al Ries + Laura Ries http://amzn.to/2noZGwd
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Canon EOS 80D DLSR Camera: http://amzn.to/2nn4y4q
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LimoStudio Softbox Lights (x2): http://amzn.to/2n2u7KK
Logitech HD Pro Webcam C920: http://amzn.to/2nmX4hZ
Rode smartLav+ Lavalier Microphone: http://amzn.to/2n2xL7B
OWC ThunderBay 4 0GB 4-Bay HD Enclosure: http://amzn.to/2npj7Va
Toshiba 3.5-Inch 2TB 7200 RPM HD (x4): http://amzn.to/2mnWZtm
dobe Creative Suite (2017 CC)
Apple Logic Pro X
Native Instruments Komplete Audio 6: USB Audio Interface
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Small business consultant. As a local business owner, you probably have to do everything yourself. Running your business day to day, stock control, staffing, wages orders, customer service etc. Unfortunately most small business owners are not natural marketers. That’s where a small business consultant comes in.
A consultant is a problem solver in your small business. They can also put on training sessions or evaluate a piece of your business and make suggestions for ways to improve. Listen to discover guidelines that will help you determine how a small business consultant might help solve the problems you face in your business.
Be sure you are clear on what the problem is so your consultant can make determine the best way to solve the issue and help your small business grow. Better still request our free 30 minute consultation so we can see where your business needs our services and advice.
Local Terrain mentors, coaches and consults with small business owners just like you every day to help you solve problems and build value in your business.
Know your niche and know your market. Get to know your ideal customer type, what they are looking for, and where they can be found.
Don’t try and be all things to all people. Focus on your discipline, understand what you truly do and what you can offer your customers. Many people start a business based on all of their skill sets; however to their customers they appear a “jack of all trades and a master of none” and when someone is looking to hire a consultant they are looking to hire a master.
Tip #2: You are the CEO of your small business and your customers are looking to you to provide the goods and services that they are looking for, and you need to build trust with them from their very first contact.
Tip #3: Get a set of good general business skills.
People have the skills they need when they are delivering their product or service but often lack the basic general knowledge of how to market and promote their business. Attend some business courses so that you can learn how to run and operate a business. You already know your subject really well but do you know how to run cost effective advertising?
Tip #4: Understand what your customer wants to buy.
Now this is one of the most critical objectives any business faces. If you offer more than a handful of products on your website, or local brick and mortar business, you must find out very quickly, exactly what your visitor is looking for. With a website this becomes almost impossible with a static page based website. However here at www.LocalTerrain.com we can solve that problem in a very innovative way.
The skill sets which you are offering may not be what your customers are looking to buy. It may take some market research to really truly understand what your client wants. The services you present should have more to do with what your customers want and not how you define your skills sets.
Tip #5: Don’t try and do everything yourself. Stick to those skills that you built your business on. Seek expert advice to fill in the blanks. The results will often surprise you, and your business will grow much quicker than if you just struggled on alone. Contact us today for a free no obligation consultation Email email@example.com
Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.
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To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!
The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”
And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases.
But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
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