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    The Communication Hackers Blog

    Digital marketing strategy

December 31, 2017

5 Digital Marketing New Year’s Resolutions every Business Should Make

It’s New Year’s resolution time. This year, why not skip the boring resolutions that you’ll forget about before January is up. Let’s focus on your business instead and make some resolutions that you’re likely to keep (and will make you money to boot). Here are 5 digital marketing New Year’s resolutions every business should be making.

Make 2018 your year to build a competition-dominating digital marketing strategy!

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November 9, 2017

What Airbnb and Uber mean to your business

Have you been paying attention to the Airbnb revolution?

A recent article on what has been termed the the Airbnb revolution caught my eye.

Essentially Airbnb has totally disrupted the hotel and hospitality industry. With its killer platform it has revolutionized the way people travel. Some hotels have tried to ignore Airbnb (or have complained to regulatory authorities about them) and they are suffering. Others have adapted and have become more competitive in the digital space.

Of course Airbnb is just one of many examples. We can talk about Uber, Avvo, Betterment, etc, etc.

Have you thought about what this all means for your business?

Well, unless you have some rare business that cannot work better on a completely digital platform, here are the key takeaways.

  1. You’d better be building a digital brand. You’d better be spending an inordinate amount of time learning the digital landscape and figuring out how your business will stand out there. Those businesses and professionals that don’t have a digital brand won’t be in business in 2020. Digital brands aren’t built on credentials either. So leave your MBA, PhD, or JD, etc at the door when you’re building your online reputation. People are realizing that these letters don’t necessarily translate into value. Instead, they’re focusing on what kind of content you produce, your reviews from other customers or clients, and what your social media presence looks like.
  2. Make use of the platform. Avvo.com has completely revolutionized the legal industry. It has given consumers unprecedented access to crowd-sourced reviews about lawyers, has massively incentivized lawyers to give out lots of free advice and to change their fee structures (read: flat fees) and, most importantly, it has given lawyers a platform to reach LOTS more clients. Problem is, many lawyers resent Avvo because of how it has disrupted the legal industry and refuse to advertise there or even to claim their profile (which exists regardless). These are the lawyers who are probably complaining to the state bar associations about Avvo. These are also the ones who are bleeding red when it comes to revenue. You can’t stop the digital train and as the saying goes, “if you can’t beat ‘em, join ‘em.” Be open to using platforms that are made available to you.
  3. Build platforms, not products. Are you the more enterprising type? Wanna build something digital? Well learn from Uber and build a platform, not just a product. With Uber, the individual drivers are offering a product (and some are even doing pretty well doing so). However, the clear winners are the owners of Uber since they created the very platform where all this business takes place. Platforms beat products every time.
  4. Keep looking for opportunities to be the first on scene for new digital and social platforms so you can build attention there. Attention is the #1 most important commodity in the digital world (thanks for teaching me that Garyvee). The first people to build huge followings on Twitter were huge winners in their fields. Same goes for Youtube and Vine (even if the latter was short lived). Now it’s Instagram’s heyday and soon to be Snapchat. Understand that platforms come and go and that the risk-takers who take the time to build enterprises early on the successful ones win. Bigtime. Be willing to capitalize on the next one to come along and let go of ones that no longer work. That means ditching your Myspace account (finally).

Want some free training? Before we wrap up: are you ready to add Instagram to your digital marketing plan? If so you’ve gotta check out our FREE “Instagram for Small Business” training. Access this on-demand webinar here!

Bottom line. The internet is changing EVERYTHING and it isn’t slowing down. Be smart and strategic and the world literally is your oyster. Just don’t be the one who thinks “this tech thing” is a fad. Otherwise you’ll be working for your competitor who realizes it isn’t.

Now to you. What do you think about the Airbnb revolution? Has this article made your day? Made you mad? What are you doing for your business’ digital marketing? Let me know in the comments or come sound off on our Facebook page!

October 8, 2017

4 Ways a Customer Persona Saves you Time and Money

A good customer persona saves you time and money. Here’s how.

Want to save time and money with your digital marketing? One of the best ways is to take the time to build a detailed customer persona.

A customer persona (also known as a “customer avatar” – popularized by such blockbuster movies as “Avatar”) is a detailed profile of your ideal customer. We’re not just talking about their demographics either. A useful customer persona goes as far as to include how your customers think – something known as “psychographics.”

How does having a good customer persona save you time and money? Here are four ways:

1. A customer persona reduces your competition.

Want to actually reduce the number of other businesses you compete against? A detailed customer persona will do that.

Imagine you’re in the fitness business. If you didn’t have a customer persona, you’d have to spend precious time and money on marketing to compete against everyone in the fitness business. That’s over 34 thousand fitness centers (in the US) not to mention the thousands of online competitors.

If, instead, you had a detailed, and precise customer persona, you’d cut down that field significantly. For example, if your customer persona is a middle-aged professional who works sitting down in an office most of the day, eats too much fast-food, strives for longevity so he can enjoy life with his kids and wife, and makes $95,000 a year, you could create a business around this persona’s specific needs and significantly reduce your competition.

Use a customer persona to reduce your competition.

2. A customer persona helps you attract attention.

Relevance is the best way to get attention. A detailed customer persona helps you be relevant.

Want an example of how this works?

Imagine you are a person who’s into luxury SUVs. That’s what you’ve driven for years, you feel like your job and station in life demands this kind of a vehicle, and you think this is the best kind of vehicle for your family.

You’re scrolling through Facebook and two sponsored ads pop up in your stream. The first one is just for “used cars” at a local, nondescript dealership. The second one is for luxury used cars from a dealership that focuses on Cadillacs, Audis, and BMWs. Which one will get your attention? In fact, will you even notice the first ad at all?

The same goes for your marketing. The more you know about your ideal customer, the more you can target them with relevant content and ads that will actually get their attention.

The quicker you can get your customers’ attention, the more money and time you will save.

3. A customer persona helps you earn trust.

Trust is huge for anyone with a business. Not only is it the most important component of first impressions, but it is also a determining factor in building customer loyalty.

Here’s the problem. If you’re selling something, you’re already at a disadvantage. One recent marketing study found that people trust salespeople even less than lawyers!! That’s not good. Anything that can help you build trust will help you strengthen your brand and ultimately build customer loyalty.

Getting to know your customers really, really well is one of THE best ways to build trust.

We all like and trust people who take the time to get to know us and want the best for us (like our mothers, for example). You want to be that person to your customers.

Consider what this article in Inc.com had to say about building customer trust. Four of the nine suggestions (numbers 2,3,5, and 7) all either revolve around getting to know your customers well, or are only possible if you do know them well.

Get to know your customers really well (get to know what they want, dream about and fear better than they do) and they will trust you more.

4. A customer persona helps you avoid wasted conversations.

Consider this scenario. You’ve just given a keynote at your local chamber of commerce to promote your brand and you feel pretty good about it. A few people come up to talk to you which you think is a good sign. One particular person asks you lots of questions and you end up talking for 20 minutes. When she gets ready to leave, she tells you that she is the Executive Director of a local nonprofit and is really interested in your consulting services.

Only one problem. You don’t provide services to nonprofits.

If only you’d been more specific in your message.

If only you’d had a specific and definitive customer persona.

Just like that brand-building keynote, if you develop a good customer persona you’ll attract less attention from people who have no interest in buying from you and attract more from those who do.

A customer persona will help you avoid wasted conversations – online and offline. That will save you time and money.

Ready to build your own customer persona?

What do you think? Do you use a customer persona in your marketing? Would you like to market directly to people who are interested in your business and avoid wasting time with those who aren’t?

Every digital marketing plan needs a great customer persona.

Watch for our upcoming blog posts where we will talk about exactly what a customer persona should include, and how you get that info.

In the meantime, check us out on our Instagram page where we share daily digital marketing hacks, tips, and wisdom!



March 29, 2017

How to make more money and work less

Let my mistake be your learning opportunity

If you want your service business to thrive instead of just survive, avoid the pricing mistake I made a few years ago.

When I first started practicing law as a side-hustle, pricing my services was my biggest hurdle. Maybe you can identify with this.

I made the same mistake that many new business owners make.

I based my pricing off my own perceptions of my services. Read More