Insights from The New Guy

In one form or another, I've been marketing most of my adult life. It doesn't make me any bit of an expert, but it does mean I've done stupid things, learned a lot along the way, and am learning more every day. It wasn't until recently that the idea of making a career out of social media marketing came to mind. Now, my small business, Melton Beanne, consumes most of my thoughts throughout the day. But I feel the experience I have, coupled with what I have been taught as the days go by, lends itself to a few good motivational suggestions.With that in mind, here goes nothing. 

1. It's never too late to get started. Every "rock star" in the business was new, once. The industry isn't going anywhere anytime soon. You're not too late, you're just in time to make your mark. More and more entrepreneurs are starting in their 40's & 50's. So don't ever look at this growing industry and think you're too late to be a part of it!

2. Surround yourself with support. If you're starting your own business, or trying to break into the world of content marketing, there's no room for negativity. Distance yourself from people who don't believe in your dream. I'm not saying that people can't disagree with you, but a common vision is constructed, not destructed, from the inside out. My #1 fan (and creative critic) is my wife!

3. Don't let you're ego get the best of you. This is one of the hardest things for me to accept. I know I'm cocky, and often times that helps. BUT, sometimes my lack of humility gets in the way. The fact is, I don't always have the answers. You won't either. Learn from others, mistakes and all. And as you grow, continue to follow the path of confident success.

4. Work smart AND hard. I know that the old addage is simply to work smart. Throw that out the window. In this ever growing, and awfully competitive market, you need to do both. If you're not working hard, your clients will find someone who will. And you HAVE to work smart so that you can grow!

5. Family and friends make tough clients. I'm not saying you ignore these people, but the ones that are closest to you may not be the best customer base. It's hard to imagine that those you love would be the ones that make it hardest to do your job, but it's true. Ask anyone who works with family. It happens, it can be great, but it can also be an absolute disaster. After all, friends and family know where you live, and your personal number.

6. Know your strengths. Marketing, specifically social media marketing, requires the work of multiple disciplines to come together, for a common purpose. We all have strengths, we all have weaknesses. I think, often times the talents we possess at a mediocre level are the ones that battle us the most. Concentrate on your strengths while trying to grow your other talents.  Don't tell someone you're a graphic artist if your experience is limited. Sooner or later, people will see through those facades. Your strengths are what sell YOU. Anything else is a bonus!

7. Forgot your weaknesses. Okay, don't forget them, but try not to dwell on them. This goes hand in hand with #6.  It's almost always better (and easier) to align yourself with partners who have strength in areas you don't. In the long run, you need to be part of a team! And remember, some talents are learned, others we are born with. No one will ever expect you to be everything to everyone.

8. Be yourself. There are tons of wannabes, but only one you. My wife talks about Gary Vaynerchuck as if he's my idol. The truth is, he's not. I admire his work ethic and energy, but I have no desire to be the next Gary. I want to be the only me, using my skills and my knowledge to advance the social exposure of my clients. If you pattern yourself after someone else you're bound to run into self-identity problems. After all, no one but you can be you. Sell yourself!

9. Work WITH your customers. It's not your job to know everything about each customer. No one expects you to understand the specifics of their day to day. But, it's important that you know what they do, their competition, and their goals. Any other specifics only need to be known if they're working into your social plan. Your work WITH clients, no FOR clients. It's the only way to have a successful social campaign.

10. NEVER dismiss any network as useless. I can't tell you how often I neglect my LinkedIn profile. I wrote it off years ago. Then, I learned how to use the network to my advantage. Only recently have I come to appreciate the niche that it serves, and what it can do for me and Melton Beanne. Not every social platform is going to work for every industry, or every client. But that doesn't mean you shouldn't know the ins and outs of the popular social networks. Imagine if a client asked me about LinkedIn, wanting to use it, and I simply said "I don't like it!". It just doesn't look good!

11. Don't give up your day job. You can't expect to flick a switch and be profitable on day/week/ month #1! It takes time to build yourself up to a point where clients trust you, with their names, and with their money. You'll need to hold onto any job that's paying the bills. Remember, there's no such thing as a dead end job if it's allowing you to work towards your dreams.

And lastly, have fun. If this isn't fun to you, you're not in the right industry!

 

Digital's Killing the Video Star

It's happening; every day we log onto social platforms, the waves of money are flowing the way of digital advertising. I'm not talking about the large, bright ever changing billboards, but rather the infinite number of ads that consumers are hit with while scrolling social feeds.

According to TechCrunch.com, total advertising is on the rise. In 2015, the commercial market spent about $187,000,000,000 (that's a B for BILLION) o attempts to grab and secure a consumer base. That's a lot of money. If we follow the spending trends, there are some growing changes that are affecting the industry. Digital (primarily social media) spending is nipping at the heals of big TV.

in 2015, 30% of the spending was thrown at the old flat screen. But consumer preferences are going to quickly change that dynamic. We aren't watching as many commercials. Thanks to technology, we're not even watching shows in "real time." We DVR this and that, and now our favorite shows work around our schedule, not the reverse. Gone are the days of us rushing home to catch the newest Dallas episode. We watch on our own time. And what has come with that is the slow death of the television advertising market.

Let me step back a moment. Death may be the wrong word. Let me call this an inevitable long term hospice situation. There will always be a market for these ad attempts, but over the coming years, that market is going to shrink severely. Why?  When corporations utilize television for advertising, the theory is simple, yet basic. Throw it out there, and let's hope that something sticks. Now, there's a ton of market research that goes into channel placement, timing, etc. But, overall, there's nothing that guarantees that a 30 second spot will be seen by the right audience. Also, more consumers are utilizing the DVR technology (as discussed) that allows us to "Fast forward" through commercials in order to reach the content we desire. What we will continue to see grow is product placement. We aren't watching ads, that is unless those products are built into the media we are watching. Watch a newer episode of DC's Arrow. Product placements are all over that show, and this is the single bright light in television's advertising future.

Only the Super Bowl still brings in the viewership that once was the staple of TV marketing. The reality is, our desire for the latest and greatest convenience in life has killed off much of the advertising we are so accustom too.

Enter in social media. It's a consumer wonderland, and its influence on the average user is so much greater than the television.Why? There's no easy answer here, but the main reasons lie with our own need to be social, even when we're not.

Social media has presented a playground for almost every living being. 15 years ago, millions felt alone, confused by thoughts and feelings they thought were unique. And social has changed that, drastically. We have forums that bring us together, even if they're making us less social with the outside world.

And as the world opens up, we have the ability to share the differences, or similarities, that make us unique. It didn't take long for marketing reps to grasp this concept and run with it.

Cookies make the world just a bit smaller. The free internet records endless trends, tagged by individual logins and memberships, and stores it for us. Anyone with a few dollars to spend can research and capture a demographic, while pushing aside those who may have no interest in what's being offered.

Take a look at Facebook. The average user is inundated with marketing with every scroll, and every click. But those offerings are very specific, based on the users' past internet activities. Did you Google sunglasses? Ray-Ban very well may show in your Facebook feed! Marketing content is narrowed down by interests, physical location, and even household income. Television can't even compete with this amount of selection.

In 2016, it appears that digital marketing money will surpass that of the old boob tube. Since the first tv ad hit the airwaves, television has been king. And now it's being forced to step aside and give up its crown. Social media is now the home of creative content. Looking towards the future, that won't change any time soon. In fact, the gap between digital and television will just continue to grow.

The prediction of what's to come in 2016 isn't news to those who have been investing in the digital marketing world. Professionals know the sheer numbers present digital as necessity. The social platforms make the world a smaller place. Without leaving the couch, consumers can visit a handful of companies that fit their needs, discuss experiences with virtual friends, and develop purchase habits based on someone else's experiences. Imagine explaining this to someone in 1975.

Why blog about something that is seemingly common knowledge. Realistically, there are still too many on the outside looking in. And if you're not working the marketplace, clients don't know you exist. I estimate that 99.9% of the companies in existance can benefit from social exposure. Who sits firmly in that .1%? I'm not sure and it's not important.

So what's keeping people out of the digital market? Ignorance? Price?

Yes. "Yes" is the answer! Ignorance is still out there. "It's just a fad" is no longer a valid excuse, but it's still used. Fear, ignorance, and some general misunderstanding keep people away from the social marketplace!

"It's just too expensive" is another favorite. Every company has competition. The industry in which any company exists has social media spenders (investors). Those who don't invest in the digital marketplace will soon find the expense of losing clientele to those who do. You have to spend money to make money, and being unwilling to invest is an awfully expensive proposition.

The social/digital marketplace is a world marketplace in which creative content rules. Periodicals, trade shows, and mailers are no longer the mainstays, but rather (often) a waste of money. Spend money, time, and effort wisely. Invest in the "fad" because it's not going anywhere soon.

The 4 C's of Social Content

Brand management is a whole new game, and content is king. Good content brings validity and relevancy to almost any brand. But when posting and sharing, it's important to make the most of it. To start, it's important to know the basics; 4 C's of social.

1. Be CREATIVE. Whether you're using clever wording or custom artwork, creative content is what legends are made of. Your offerings should be analyzed thoroughly before being let out into the world. With the right time and effort, a creative effort will grow brand awareness and reach new markets. And visual content is king. Use those graphics wisely, but as often as possible. Whether you employ an in house artist or you source your graphics from another company or freelance professional, there's no replacement for good visual marketing. Captivate the audience and you're well on your way to success. Creative content (as well as #3) is the driving force behind your brand's organic reach. Make it worth sharing!

2. Be CONSISTENT.  Content posting needs to be consistent. Note that I'm not advocating a set schedule but rather a consistent offering on a consistent basis. Think of it as a bit of organized chaos. Set goals for how, when, and why content is posted and shared. Be aware of what works for you and your brand. How many graphics should be included? Do what needs to be done, and change as needed.. But you have to be consistent. The more quality you offer the consumer in the digital world, and the more often you share this quality content, the more likely New consumers will find you and come your way. Also, consistent content is crucial in keeping current clientele happy. Remind your customers why they are with you, and why they cared to follow the company's social campaign(s). In a world of growing global competition, your need to stay relevant is immeasurable. 

3. Remember your CALL TO ACTION. This is a pet peeve of mine. Any campaign can be full of creativity and consistency, but fall flat when there's no call. Why put all that time, effort, and money into a campaign and neglect to point your ideal consumer in the right direction? A proper call to action can be expressed in various ways, and this is where creativity plays a huge key. Your call to action is the second most important part of your content. Once you have them entranced by your creativity, where do they go? What do they do? How do these people give YOU money? After all, that is the name of the game. Don't just open the door and forget to invite them in!

4. Prepare your CALENDAR. Content is not only a day to day operation, it's an every minute of every day goal. But, the minutes consumed by content must be planned in advance whenever possible. Any good social campaign, no matter the call to action, needs to be one that is planned over a period of time. Today's post were composed, compared, critiqued, and confirmed days before. No matter what tool is used to set the calendar, careful planning is an essential key to a complete campaign. And once your calendar is set, be ready to break it as needed. Unless your brand industry is unaffected by daily occurrences (do those exist?), you have to be ready to react to the current trends, when applicable.

Everyone has an opinion as to what makes a successful social campaign. Sticking to the basics gives you an excellent start. Whether you're just kicking into gear, or cruising along with success, the 4 "C's" are essential to any social campaign. 

I hope you enjoyed the excessive alliteration. Share!!!

5 things that Social can do for small business in 2016

I grew up just north of Philly. In my opinion, the northeast is the mecca of marketing growth. Two years ago, I relocated to Tulsa, OK for a job (that no longer exists). The one thing I've come to notice is that the social media mentality of small business is maybe 2 years (if not more) behind. The acceptance and implementation have begun, but there's a lot more ground to cover.

The following strategies work across the board, but are specifically inspired by the Midwest attitude. "Laid back" isn't the right approach to growth.


I keep reading the negative version of this article. I can't tell you how many times I've seen "The Top (insert # here) things your business is doing wrong", or some variation of such. Not everyone responds to the doom and gloom of the negative. I'm here to point out to you the positive things that could happen in 2016, IF you adopt and implement new strategies on Social.

1. Expand your customer base - If you're not utilizing Facebook (and even Twitter) for paid reach services, you're missing out on a whole world of clients. You're also missing the boat on consumer spending trends. We live to shop online, avoid the hectic lines, and have joy delivered to the front door. Social marketing tools allow YOU to bring that joy. Ten years ago, the analysis of your marketing money was based on guess work and assumption. You paid for what you HOPED would attract your ideal client. Today, we can specialize your ad reach so that your ideal clientele is the only target. To an extent, at least 75% of your growth can come from this form of social reach. Nothing like this comes free, but its return is felt across the board. You must be willing to pay if you want to play. Your reach is simply determined by your effort and investment of time and money. Let me break it down.

   ORGANIC REACH - Before social media, this was simply word of mouth. It's free, it's good, but most companies can't rely on it to pay the bills. Today, organic reach involves interaction with your "fan" base, and saying a little prayer that the interactions are shared, quoted, and reach a new avenue of clients. Organic efforts are a must, but are time consuming and won't provide the gratification you seek.
   PAID REACH - SOCIAL BASED digital advertising can allow you to break down your proposed viewing base (i.e., those who see your advertisement) by so many variables. Imagine if a bulletin board on the highway was only seen by your ideal buyer, or you only paid based on the interactions of the ideal passers-by. Could that happen? NO. It can't. It won't. BUT in the digitalworld, we can program your ad set to focus itself precisely on a goal, and do just that.

If you invest only a few dollars into paid reach a week, your customer base SHOULD grow. It's an investment in your future. Make sure the message is on point, and a call to action is imperative. Let me repeat that; ALL CALL TO ACTION IS IMPERATIVE!

2. Bring (back) in repeat business - Once you have have your ideal customer, why let that go? Most businesses thrive off of the repeat customer. You should too. Utilize social reach tointeract with your loyal fan base.
Let's look at statistics. More than 75% of those utilizing the internet, in the U.S., are also using Facebook. 25% of our population also use Twitter. Any handout, informative e-mail, or advertisement MUST include a reference to your social media presence. And you must work to drive a cyclical presence between your formal web page and your social efforts.
You NEED to gain those "likes". Why? Likes don't bring in money, but the views that will be ensured from those single clicks can.
And in a world of instant affirmation, your followers ensure that visitors to your platforms are greeted by an existing presence. In other words, your "likes" serve as a portion of today's version of "word of mouth". A thumbs up from strangers means something. Capture the attention of the repeat customers.

3. Allows you to scout the competition - I'm not just talking about the business down the street. Social media allows you to see what similar businesses are doing, no matter if you feel they're serving your area or not. Utilizing simple searches via any good engine, or your social searches, will bring you into the world of similar business. You get a clear view into what others are doing. That can help an business to make smart decisions about the future.
Is your competition not utilizing Social Media? Then they're not competition right now. Seriously, if you're utilizing the reach of the social networks and your competition isn't, you have an easy win (to start).
Give it all you have in 2016 and you can blow them away with just a few clicks. But, knowing what the other guys are doing allows you to set yourself apart! Don't be part of the pack. Break off and be your own leader.

4. Stay current with trends - Okay, this is possibly the most overused term in all of social media; trending. The fact is, things that are here today and gone in a week aren't really trends. Someone's cute video may be all but forgotten when the next big things comes along. BUT, there are trends that can be followed. And you can create your own (to an extent). Utilizing tags and analysis of them allows you to see what's important to today's social consumer. Sure, not everything will apply to you and what you do, but it's important to stay on top of those trends so that you capture the market when they do apply to you. Yes, trends are that simple. They create demand.

5. Remain relevant - Hopefully if you're reading this, you at least understand the importance of a social media presence. I'll break things down quickly. Statistics don't lie. 271 MILLION people are on the internet in the U.S. Just over 200 million of those people have at least one Facebook profile. About 62 million users have a Twitter account. Let's just say, for a moment, that only 50% of those people are active on those two networks. That means one out of every 4 people you meet are ACTIVE on Facebook. One out of 9 is Tweeting. Do you think somewhere in those numbers lies a customer base? And that's just two major networks. People are watching YouTube videos, dialing into Periscope feeds, and scrolling pictures on Instagram. Somewhere in the vast sea of social offerings, ANY business can find its niche. Utilizing those networks to your advantage makes you, and keeps you, relevant.

      Do you remember a time when a webpage was necessity? I'm not saying that's it's still not, but follow me here. in 2005, we searched the internet for a webpage, and on occasion followed the link on the page to a Facebook account.  We're in a world of the reverse, now. Many of your customers search for your Facebook page and MIGHT follow to the webpage (if you're selling online, let's hope they do). It's a new world, and it's not changing any time soon. Social rules the marketing world. It allows consumers to see up to date thoughts, reviews, offerings, etc. AND, it's easy on the marketer. Updating a webpage, constantly, takes work and money. Posting to Facebook should take effort, but come on...it's still easier than updating lines of code.

    So, using social media to remain relevant is important. Heck, I'd label it at a tie for #1 (with ADVERTISING). You cannot build a social media presence and sit on it. You must update. Views come based on content, and constant content updates. Use this great power to remain relevant in your marketplace. You cannot afford to let it go and pray people see it. Keep a constant presence and you'll do so much for your growth.

Now, those are 5 things that can change your outlook in 2016. Ignoring the social world is like closing your doors to 75% of those people trying to get in. Would you do that? Hopefully, the answer is no.

Do some research on the social networks that work for your specific business. Not every platform will work for every business, although, I think Facebook works for all.
For example, retail can benefit greatly from a number of options, not limited to Facebook. Check out Snapchat, Instagram, Twitter, LinkedIN, etc. Don't limit yourself when more exposure means more clientele.

With just a little work, 2016 can be a new venture for you and your small business. Develop your social media presence NOW.

meltonbeanne@gmail.com
                                 

Taking on Goliath

  

    It's safe to say that most know the name Goliath. He represents the large, insurmountable force standing in way of a goal. In a Biblical case, Goliath was a warrior of great size. Those who fought against him quickly learned the power of "big."

      Too many small businesses see themselves at the losing end of this battle against Goliath. It's better to have run and lived than to have fought and died. Self preservation aside, this is possibly the biggest business mistake the little guy can make.

       Nothing in the world is infinite (okay, nothing in the business world is infinite). And unless you're lucky enough to cater to a clientele full of disposable income, we're all dipping from the same pot. While education and demand can create clients, business is won and lost in the trenches of the repeat faithful client.

       Who doesn't love coffee? Let's chat about that dark glorious liquid of choice. Tea lovers...while I don't understand you, you should just substitute words here and there. You'll get the idea.

In downtown Bethlehem, Pa stands a small coffee shop; you're traditional "mom and pop" business. THE WISE BEAN. They're coffee is good. Their prices are fair. The location is okay. The interior space lacks size and layout.I love it, all of it.

       The Wise Bean is not creating coffee drinkers. I've never seen them throwing samples at a passerby hoping to get him hooked. No, this small business is after the same customer base as Goliath. Today, Goliath will be played by the part of Starbucks. Fitting? Hmmm

         The customer base is a finite pot. As new drinkers are born others fade off. But, that finite pool of drinkers is the target. If you don't (or can't) take a share of the pot, you don't make it! Why.would any company like Wise Bean not try to take on Goliath?

           Follow me here. The local bean shop isn't killing Starbucks any time soon. But, no one says they can't kick it in the knees and steal some lunch money. If you're not willing to go toe to toe with the big guys, you're not going to grow. And with so much going on in the world today, the opposite of growth is DEATH.

            Realistically, there are two key components to a profitable company; a good product and great wording (aka effective marketing). If you have the product you need to show that you can stand with the big guys on quality and value because you can't stand with them on marketing side, at least not when it comes to the money sunk into killing off the competition. Right now, and for the foreseable future, digital marketing is the prime choice to start this battle. Utilizing organizing and paid reach is the easiest way to toss that stone.

            There will be others to share that pot with. (note: if those "others" aren't working to market their product like you SHOULD be, they will not be around too long anyway) The key is to extract, and keep, the amount of clientele necessary to reach your goal. And to do that, you must be willing to battle Goliath.

              Now, let's look at the bigger picture. There are holes in the analogy. Clearly, coffee shops, including Starbucks and Dunkin' Donuts, use various items to attract non-coffee drinkers. And the big guys don't have much concern when it comes to the mom and pop shops. This is the first win for the little guy. Typically, when larger companies "attack" home grown businesses in order to gain market share, it can have a negative effect. People want to spread money across multiple markets. We want to love the place up the street, and want to utilize the big box stores when necessary. So follow what the big guys do without losing yourself. Their goal is to capture as much of the market share as possible, and continually adapt offerings to increase the customer base.

           BUT WAIT; the little guy can do that same. Maybe finances will limit the extent of this, but if you're not trying to diversify your offerings, screw Goliath; you're taking on yourself first. Be willing to fight in the trenches to grab your appropriate share.

           Now, let's look back and see what all of this babbling adds up to. It's simple math, the one who has the most customers (greatest clientele) with reasonable margins is winning. You can win, even if you're only beating the old model of yourself.  It could be that Goliath isn't the mega-store down the street, but a road block in your mind. This happens more often than it should. You need to be willing to change and adapt in order to grow.

          It's nearly 2016. What do you want from business in the coming year? If growth isn't in your future, then you might as well shut your doors now. Your competition is out there seeking new ventures and greater horizons. Don't let yourself be stuck behind them. Take on Goliath. Throw that stone. And most importantly, once the stone is tossed, don't expect miracles. One stone won't make Goliath take a dive, nor do you need to have your competition go down. Competition can be good for YOUR business model.

           The world is a changing place. If you don't change with it, you'll never be able to throw the stone. You'll never have a stone to throw. And analogies aside, without adaptation to tomorrow's trends, you'll be stuck here, today, reading something like this blog and wondering where you went wrong. Embrace technology. Accept the fact that SOCIAL marketing is the now, and it's not going anywhere soon. If you're still paying to be listed in the yellow pages, stop. Take that money and throw it out a window. OR, invest it in your tomorrow. Buy a rock to toss and a sling to carry the load.

            The keys to business, and taking on the giants, is simple; have a good offering and the right wording. YOU make the difference in you. Provide what people want, and utilize the tools to show you have just that.

Hand in hand, but not the same

About a month ago I gave my (then) boss an investment pitch. He's always looking for new venues to diversify.

What did I want? Well, what I still want today: a quality digital marketing company in Tulsa. Let me step back a bit, there ARE quality companies here. There's also room for more and different.

You see, the boss owns a group of successful, medically minded companies. I wanted to start my focus and efforts with  that community, specifically physicians,  offices , etc.

A few days later I got an email supporting me, in spirit, but not in pocketbook! But what concerned me the most was his explaination as to why. He's a quick money type of guy, and he wrote "SEO can take 6 months or more to get up and going."

When did I ever mention SEO? At first I thought that it was my fault. My pitch sucked. Clearly I hadn't gotten my point across.

In the last few weeks I've come to the realization that this may be a common misconception. If you're not savvy and have little interest, it's of no concern to you which is which; that is unless you're trying to drive leads, increase sales, or exist in today's growing marketplace.

It's not just the fault of undereducated buyers. Marketng companies can often  blur the lines by offering all inclusive packages, or presenting joint pitches.

And I have a problem with this. It's not just  that search engine work bores me (it does, on occasion). SEO is a tool as old as the Internet. While methods have changed, the goal hasn't. You want to be tops on Google, Bing, Yahoo etc. Your name in lights, for a price. But this is such a small part of what digital marketing is these days. There's so much more to offer.

SEO is great, when needed. But if you're looking to search engine marketing to make or break the business, you might be broke.

Social media is the current world marketplace.  I don't care how many dot Com sales sights pop up, a large percentage of the 12-45 year old population  (those who hold the theoretical influence) are finding what they want on social media, and at a growing rate. If it's 1 network or 6, people are watching their feeds for the words of the wise, the trends, the "it" topics. And you don't get that with simple SEO. I'm sure in the future we'll get a better integration platform to bring the two together  (Google + Maybe?). But for now, let them be two versions of online marketing tools. They can hold hands snd skip down the road together. They can work as a team, but clients need to be aware that each is different. SEO is tried and true but only part of the pie. Social media marketing is the now, the tomorrow, and the foreseeable future. It's the meat of that matter  (I'm hungry and blogging!).

Now if only I could give this explaination to the investor I'm standing next to every week. Maybe I'll just make him read.

A little side note. I had no plans on publishing today. This wasn't even one of my draft topics in queue. But, today, I helped a friend get his wife's business "out there". He's a smart guy but when it came to marketing online he bumbled and stumbled. Everyone needs help sometimes, not everyone asks.

Keep Your Eye On the Prize

You know the term, "Get the big picture"? Too many of us know that saying and don't follow through. Get the picture,  show the picture, get the business.

Recent studies show that at least 65% of people are visual learners. That doesn't mean that of that group, some don't have the ability to learn using multiple methods, but in itself, it's a very important number. When we're marketing, the end goal is to simply reach those in the target audience interact with the largest group possible.

So if roughly 7 out of 10 people you're trying to reach respond well to visual stimulation, why is some of the digital world still so wordy? Here's a hint: they're not aiming at the 30% alone. It just could be that they don't know any better.

There's a reason that we make attractive packaging; we want people to open it, accept it, want it, & crave it. You want potential customers to have the same feelings.

A 100 word essay does not drive demand. In fact, it may drive away potential clients. You can simply be "too wordy". For better or worse, we're living in an age where the written word is dying, but it's giving way to the imagination.

Follow me, if you will, on a trip down your feeds. What makes you stop? Are you more likely to pause tp read a well worded paragraph, or click on the brightly colored pic that catches your eye? Visual content is king, and the queen is the shortly worded explaination. Gone is the need for wordy explainations. We want pictures and we want to use our own imagination to interpret its place. The visual content doesn't even need to fully represent what's up for grabs. The key is to slow a percentage of  the traffic long enough, and grab part of the ever growing pie.

Look at the content you're putting out there. What does it look like? If it's full of black and xz letters, your content isn't working for you. Bring your business into the visual world. Leave the novels on the shelf and paint a pretty picture of what you offer. People will see you, and seek out information as needed.

Keep your eye on the prize. In order to remain relevant, in order to grow, and in orderro reach out to a high percentage of the population, you must offer up a visual representation of you.

If you're marketing group isn't giving you custom visual content, time to seek out someone who will. You need not have a Picasso, just something eye catching that sets you apart. Complicated or simple, graphics it doesn't matter. The concentration needs to be on the intent. If your content fulfills the intent, it's working for you.