How to Create Products Editors Love

by Gail Online, Marketing Consultant

I have always recommended to my clients to come up with at least one product that is trendy, unconventional or whimsical in nature because these are the types of products that blog and magazine editors love. This product acts like a lure for your shop because it gets the media attention that brings the traffic to your shop to see what else you sell.

Here are some products (courtesy of Anthropologie) that editors would love and why:

MAKE IT PRETTY AND USEFUL

Tassels on purses or backpacks are cute accessories, but why not give them a dual purpose and add a USB cable for charging on the go.

PUT A NEW TWIST ON SEASONAL ITEMS

These sandals are interesting simply because they don’t match, have lots of bling and are right on theme for any summer editorial.

design it INTELLIGENTLY

Why would editors like this pencil case? Because it doubles as a pencil holder simply by standing it on its side.

GIVE IT A FUNNY NAME

Funny product names are always editorial worthy, like this mask to get rid of under eye bags called, “Lost Baggage”, a curse of the weary traveler.

FIND A NEW USE FOR A POPULAR IDEA

If you sell on Etsy, you know the demand for monogrammed products. Well doesn’t it just make sense that the best way to get members of the family to hang up their stuff is to give them their own monogrammed hook?!

Make it clever

What can I say; this “Love U Berry Much” bracelet is silly but clever and editors love clever products.

 

 

NEED HELP WITH YOUR ONLINE BUSINESS? Not sure which ones of my marketing products or services is right for your business? Ask me a question about what kind of help you need below and I will advise!

© 2017 Gail Oliver. All rights reserved.

Content Ideas for a Blog for an Online Shop

ASK GAIL: ANSWERING YOUR SMALL BUSINESS QUESTIONS

ASKgail

Hi Gail,

I’ve been making a lot of changes to my business and feel that quality content on my new website is needed in order to be found in searches. Honestly, I’m a little confused by it. I understand quality content from a bloggers point of view but for an e-commerce site, I’m not sure what to put on there that is going to get me found in searches where people will be looking to buy my products. My main focus is to promote my Smoosh Boxes right now. 

Thanks!

Brittany 

x
Hi Brittany,
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Good question. Yes, bloggers whose blog is their actual business is much different from a blog for an online shop. Since you are targeting dog owners, and your new product is a monthly subscription box service, there is a variety of content you can post that your potential customers will be searching on. Then, as a result, they will hopefully stumble upon your online shop via your blog posts.
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Here are some ideas for content that I think your target market is searching for, based on using Google’s auto-complete feature. You start by typing in “dogs”, “French bulldogs”, “dog lovers” etc., and see what longer search phrases come up. This is a good way to determine potential blog titles and content.
  • 15 Christmas Gift Ideas for Dog Lovers
  • 5 Awesome Monthly Subscription Boxes for Pet Owners
  • 8 Boston Terrier Puppy Training Tips
  • 20 Male Dog Names & Their Meaning
  • 12 Non-Shedding Dog Breeds
  • 10 of the Cutest Puppy Videos on YouTube

You do not always have to write original content, you can curate content as long as you give credit. Now, because you are primarily an e-commerce site and not a blogger by trade, you just have to post once a week. You may want to make it on #WoofWednesday.

Best of luck!

Gail

Just 3 More Things to Do…

Thanks for your support!

© 2015 Gail Oliver, Attention Getting Marketing. All rights reserved.

Try This Old Marketing Trick to Sell More Products and Services

by Gail Oliver, Online Marketing Consultant

I was in the drugstore yesterday and I saw an annual back to school favorite called the Teen Value Pack, which consists of 10 different skin and body care products from various brands packaged together in a box for a value price of $9.99 (retail value $42). Even though my kids may only need half the products in the packs (my son isn’t old enough to shave just yet), I still bought them because I felt like I was really just paying for one product and getting the rest for free.

Screen shot 2015-08-06 at 2.00.45 PM

The lesson here is that consumers love getting value for their money, and love getting many items at one expenditure almost feeling as if some were free. So, have you thought about bundling together your products and/or services?

There are a few advantages to this old marketing trick:

  • The customer might be more likely to go for the bundle because of the overall cost savings, allowing you to sell more product to one customer at one time, and hence make more money overall.
  • It is a good way to introduce new products and create future demand
  • You can take advantage of various selling occasions or events to create bundles or value sets around, such as Back to School, Having a Baby, Going on a Trip, New House, etc.

It can also be a way to quickly expand your customer base. Back when I was working for a computer software company, we wanted our customers to start buying the CD version of our software because it was much cheaper to produce. But a lot of people didn’t have CD-ROM drives in their computers (we’re going way back here). So the company bundled the CD version of the software with a top-notch CD-ROM drive (they worked out a deal with the manufacturer to buy them at a really good price). They packed the software and CD-ROM drive together in a box and called it the Blockbuster Bundle for the same price as buying the software on its own and they sold like hot cakes. Why not, it was a chance to essentially get a free CD-ROM drive. The end result was not only did we successfully get our customers to upgrade to CD-ROM, but we got a ton of new customers in the process.

So come up with a bundle that makes sense, offer it at a value price where you still make a decent profit, make it a limited time offer, and see what it does for your business.

No Sales? Get a Marketing Critique of Your Business for Just $99 and I’ll Tell You Why

© 2015 Gail Oliver, Attention Getting Marketing. All rights reserved.

My Latest Surefire Tip for Getting Publicity for Your Business

by Gail Oliver, Online Marketing Consultant

Do you ever get frustrated trying to get publicity for your business with the media outlets specific to your industry? For example, fashion magazines are besieged with requests from vendors to use their products in editorial, so how good are your odds? But you do have other choices. Have you ever thought about stepping away from your industry’s mainstay magazines and blogs, and try a different approach?

How to get publicity

Let’s say I owned a restaurant, I would typically be trying to get a review or included in articles from local magazines, lifestyle and travel blogs, and as such would be competing with many others for the same editorial. However, consider a story pitch that would work with a different type of publication and have the same effect.

For example, I was recently planning a trip to Boston and I searched on Google for “Top restaurants in Boston”. One of the articles that came up was from the business blog, Business Insider, entitled “The 10 Best Restaurants For A Business Lunch In Boston“. Do you see where I am going here? Would you normally expect to see restaurant suggestions in a business publication? But this article makes sense for this particular type of publication.

Maybe you have a pet products business. You are likely always targeting the pet-related media. However, earlier this year the men’s fashion magazine GQ ran an article called, “The Ultimate Dog Accessories for a Gentleman’s Best Friend“. Would you have thought to pitch to them?

If you own a resort or tourist-related business, I imagine you are always trying to get featured with the travel media. However, Time Magazine ran an article last summer entitled, “7 Great American Vacation Spots That Won’t Bust Your Budget” as part of their money feature, and it listed and linked to several hotels, restaurants, bars and attractions.

What if you sell beauty products and you have had no luck with the beauty editors at the popular beauty blogs. But did you know that Shape Magazine, which typically focuses on fitness-related editorial for women, also has regular beauty editorial, even an annual beauty awards?

I hope this gets you thinking about how you can increase your chances of getting publicity for your business by targeting non-industry media with a story relevant to their editorial.

Before You Leave….

I hope you will:

Thanks so much for your support!

Gail

© 2015 Gail Oliver, Attention Getting Marketing. All rights reserved.

Tuesday’s Ask Gail: Does My Business Need to Be on Every Social Media Site?

ASK GAIL: ANSWERING YOUR SMALL BUSINESS QUESTIONS

ASKgail

 

Dear Gail,

I find social media overwhelming. How often do I need to be on, and do I need to be on every social media site?

Sincerely,

Frustrated Business Owner

This question (from a small business owner who asked to remain anonymous) is one I get asked a lot. If you are a one or two-person business, no, you don’t have to be on every social media site, just the ones that your target market frequents the most, and the ones that are generating the most sales for you.

Now, it is important to note that I say sales, not traffic. I have certain social media sites that bring me a lot of traffic, but not necessary new customers because the typical small business person who frequents this social media site (I won’t name the site) seems to just be looking for free advice and is not looking to really invest in their business. My customers are actually found more through the social media sites that don’t bring me the most traffic. I know this because I will see the customer first show up in my follower list for this social media site, then they approach me about my services.

Look at it logically. If a social media site is bringing you 5,000 visitors a month, for example, but you are still getting very few sales, then I would say that this social media site is not effective for you. Don’t be lured in just by high traffic numbers; you want customers not visitors.

There are also certain demographics that frequent certain sites. Be sure to read my post, Which Social Media Site To Use For Your Business.

As for how long to be on social media each day, I would definitely invest 1 to 2 hours if you can, and use some of the automated social media scheduling programs like HootSuite to make your life easier.

Remember, I do offer a Social Media Plan that will help you maximize your exposure and stay organized.

Gail

Every Tuesday I answer your questions, so send one to attentiongetting@gmail.com or fill in the form below:

 

4 Easy Tips to Help Your Business Succeed on Social Media

by Gail Oliver, Online Small Business Consultant

Social media is all about interaction. So, if you are a business on social media here are four easy ways to make sure you are maximizing your presence there and reaching more customers:

BUSINESS TIPS SOCIAL MEDIA

  1. Respond to Comments – On Facebook, Instagram and Twitter you can reply to comments on your posts, photos, tweets, etc., and you should, especially if someone has asked you a question. I know I can forget to do this too, so make a point of setting aside a half hour at the end of the day and go through your notifications and make sure that you respond to every comment as well as if people have even mentioned you on their social media site. If people have retweeted your tweets, say thank you and/or return the favor. You never want to look inactive or that you don’t care, so take the time to respond.
  2. Comment, Like & Share – How good are you are taking the time to comment, like and share on the social media posts that appear in your feed? When you comment, like or share someone’s Facebook post, your name is now seen by their followers. I have actually had people tell me they found me on Facebook based on a comment I made on another site’s Facebook page. Plus, a lot of the time when people see that you liked, shared and/or commented on their content, they will return the favor.
  3. Follow Back – Again, take that half an hour everyday and go through your list of new followers and make sure to follow back. Now, I am not saying you have to follow everyone who follows you because sometimes you will have people follow you that are spammers or maybe not appropriate content, so use your discretion, but if they look like a potential customer, a potential business alliance or someone in the media, follow back.
  4. Analyze What You Are Posting & When – Take some time at the end of the week to go through your social media posts and see which content was the most popular. What was liked the most, commented on the most, shared the most? Now try to analyze if it is the actual content and/or was it a particular day that was popular, or a particular time of day? Both Pinterest and Twitter have pretty good analytics at the ready for you. For Twitter, click on your avatar in the upper right hand corner (for Pinterest, it is the gear icon) and then go to “Analytics” on the menu. You want to stick with the content that is working for you, and then schedule it for the days and times that seem to offer the best chance of sharing.

If you are on social media today expect to see #Disneyland60 trending as it is their 60th anniversary and on Sunday it is #NationalIceCream Day (both are tips I gave in my July Marketing Calendar).

Have a great weekend … Gail 

Tuesday’s Ask Gail: How Do I Reach Out To Bloggers?

ASK GAIL: ANSWERING YOUR SMALL BUSINESS QUESTIONS

ASKgail

Hi Gail!!

I am a small business owner for custom apparel (screen print & embroidery) in Montgomery, IL. I’ve never reached out to a blogger to see what the process is to get a featured spot or even mentioned on their blog. Can you please let me know if this is common and how the process works?

Thanks!

Yvonne Tarnowski

BellaMonograms.com

Hi Yvonne,

Your question is a popular one. A few things you should know about bloggers. A lot of people contact me to be a guest blogger on my site, but I don’t take guest posts for two reasons. 1. This blog is my main way to advertise my consulting services, so I really need the voice of the blog to be my own. 2. My feed is picked up by other sites that only approved myself as a writer, so I can’t start feeding them other people’s posts. So make sure before you approach any blogger that they don’t have these similar issues.

The first thing you want to do, before you approach any blogger, is to follow their blog as well as follow them on all of their social media sites. Make it look like you’re a fan.

Then, when you pitch to them, pitch a story idea that would involve your business, don’t just pitch your business and expect them to find a way to incorporate it into a post. Keep your pitch short (I personally don’t have time to read more than one paragraph), save on the flattery (bloggers, and the media in general, know what you are looking for so cut to the chase) and then – and this is the most important piece of advice – tell them what you are going to do for them in return.

What do I mean by that? I get a lot of people asking me for mentions and when I ask for one back such as, “Will you then mention my blog on your Twitter page”, for example, they act like I have some nerve and then go on to say how the people who handle their social media pages are very picky about what they post, etc. As soon as I get a response like that I hit delete. This is business. Don’t ask another business to go out of their way and do a favor for you and you have no intention of returning the favor. It’s the old you scratch my back, I’ll scratch yours.

Therefore, you want to always say that you will promote any mention a blog gives you to your customers as well as on your social media pages and even ask (as someone wisely did to me the other day) “and if there is anything else I can do to promote your business, please let me know”. If you get the mention, follow through. Thank them in comments, thank them on social media, circulate the post on your social media pages, circulate other posts of theirs on your social media pages – trust me, you can’t say thank you enough. They will remember that.

I write effective pitches for clients all the time, whether it is pitching to the press, a pitch for a Kickstarter campaign or to get a wholesale deal – just ask me for a free, no obligation quote at attentiongetting@gmail.com. Need to ask a lot of questions about your business? Sign up for a 30-minute phone consultation

Best of luck! Gail

Every Tuesday I answer your questions, so send one to attentiongetting@gmail.com or fill in the form below: