Written by Stu Kushner

The Art of Thinking Sideways: Content Marketing for ‘Boring’ Businesses

By robinparallax

Posted by robinparallax

In this article,  I’ll examine the art of thinking sideways for one of the slightly more tricky marketing clients I’ve worked with. I hope that this will provide an insight for fellow content marketers and SEO’s in similar scenarios.


It’s amazing what you end up finding online working in the SEO game. Some of the most obscure business sectors have thriving communities and many online magazines and publications. It’s really quite staggering.

What any SEO or content marketer should know is that there really is a conversation happening online in every industry. However niche it might at first appear to be, positioning your client to become a part of that conversation is the challenge!

Boring Businesses

I’ve worked on a pretty mixed bag of clients over the past two years or so. From pharmaceutical services to interior design products, and from renewable energies to our digital agency’s own efforts.

But one client has really stood out in terms of being a  boring  business. However, this has actually become the most fun and exciting campaign I’ve worked on.

…read more    

Written by Stu Kushner

10 Tactics For Increasing Your Customer Lifetime Value and Loyalty

By Sean Work

Loyalty Image from Nielsen

We live in an age of growth hacking and rock star startups taking the world by storm. As a result, many of us focus on new customer/user acquisition, even though it can cost 7x more than customer retention.

While there’s nothing wrong with working hard to grow your customer base, it’s important to remember the value behind customer retention and brand loyalty. Internal research from social analytics platform SumAll shows:

“25% to 40% of the total revenues of the most stable businesses in the SumAll network come from returning customers. Even better, steady customers help businesses weather lean economic times; businesses with 40% repeat customers generated nearly 50% more revenue than similar businesses with only a 10% repeat customers.”

Brand loyalty is one of the most difficult assets for a business to attain. Or, at least it was. We used to have to rely on customers having a great experience with our product/service, or with our employees. Now, we can give them a great experience, but most businesses still haven’t figured out how to do it.

Before we get into specific tactics that you can use to increase brand loyalty with your customers, I recommend checking out the Global Loyalty Sentiment Report from Nielsen. It’s filled with insight into what customers from different international markets and different verticals care about most when it comes to the brands/products they buy. This data could/should influence how you use each (or any) of the suggestions below.

Feature Your Fans in Your Content

Embed social media posts from fans who have shared your content or said something great about your brand to their followers. Put them in the spotlight and let them know how much you appreciate them. Once they see the reciprocity, they’ll make your brand a priority and become one of your most valuable …read more    

Written by Stu Kushner

5 Easy Steps to Maximize Conversions From Your International Audience

By Sean Work

 online marketing, management ,SEO

Imagine you are traveling in a faraway country, outside of your comfort zone. You are enjoying the sights and sounds and smells, but you know you are a stranger in a strange land.

Then, you hear someone speaking your native language. Immediately, you turn to see who it is, and you smile, because you feel at home with this person who knows your language.

How Will Translation Help My Conversion Rate?

Our native language can affect our behavior and influence our purchasing habits. Indeed, language has been proven to affect our behavior considerably.

In research published in the Harvard Business Review, it was found that 72.1% of consumers spend most or all of their time on websites in their own language. This means that, by providing a site in only one language, you automatically are ruling out a huge potential client base.

The research also found that 72.4% of consumers would be more likely to buy a product using information in their own language. With so many products available, consumers increasingly are undertaking their own internet-based research before committing to a purchase. If your product information isn’t in their native language, chances are they won’t buy it.

In fact, 56.2% of the consumers in the study said the ability to obtain information in their own language is even more important than price. Thus, while price reduction is an obvious tactic in a competitive market, the use of language may have a bigger impact than you might think.

Another report, published by the European Commission, revealed that 90% of internet users in the EU always visited a website in their own language, when given a choice of languages. In today’s competitive world, no business can afford to ignore the possibility of adding 90% of a country’s internet users to their sales figures!

Start Small with One Language

You don’t …read more    

Written by Stu Kushner

How to NOT Repeat Your Last Massive Marketing Failure

By Sean Work

On the KISSmetrics blog we talk a lot about marketing wins. And we should––we’re all about sharing tips and tricks, hacks and tactics so that we can learn from one another and help one another be awesome at what we do.

But no matter how much we study up on the latest developments in digital marketing, how much we A/B test and how many of the classic marketing texts we read, at one point or another we’re going to try something that just doesn’t work. 

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online marketing,SEO
Written by Stu Kushner

From Brad Clements of B&B Music Lessons

 online marketing, SEO

Brad Clements

Brad recently wrote…

Progressive Office has been such a big part of B&B’s success to date. Your early guidance on SEO creation and web site management has proven very effective. Actually, that’s a big understatement. Over time Bhag has created so much relevant content on our site, per your guidance, that the internet has been the primary driver of our business for the last 5 years. Without your good tutelage on SEO strategy our business would have failed and we wouldn’t be having this conversation today. So now that we have a baseline, we are adding more internal marketing to the mix. Our greatest source of growth will come from our existing customer base. How are we doing that?

My referral plan is really starting to work now for B&B. I started following this guy, http://www.ducttapemarketing.com/, about 3 years ago. I have spent only $250 or so on his stuff and it has been awesome! I’ve read two of his books and taken his online course on referrals in a focused way and it is really starting to pay off now.  The key is to educate the customers right from the beginning so they know what is expected of them. If you don’t teach them to make referrals then only the most hyped customers will do your bidding for you. But now I know that you have to create a system that teaches them how to make referrals and show them that you expect them to make referrals. I had some fear about this originally, but now I’m over that and have created a deep referral system that includes lots of automation. It’s as if I’ve created an automatic marketing system that self perpetuates.
This year Stu we are up about 30%. The number of referred customers  has exploded from 7% of all customers to 17% of current active customers. I believe one of the keys to this success is educating customers on what you expect them to do. Then you make it super easy for them to do it by creating tools. In this case I have created emails, cards, a web form and reward payments to jump start referrals.

The biggest lesson for me regarding referrals has been to overcome the fear of directly asking customers for them. So now I am over that and I see that telling customers what to do is a perfectly acceptable tactic for business. If you don’t ask them or don’t tell them what to do directly you will not get the results you want. One advantage our business has over other businesses is that our customers have a recurring monthly experience, weekly really. This gives me lots of opportunities to communicate with them about what I want. We start this process right from the start with customer welcome kit that we’ve been using for years now. But now the messaging on that has been improved with a more specific goal in mind; to get people talking. It’s almost as if our business has morphed into a marketing firm. Everything I think about now and all of our processes I consider to be marketing activities. Ultimately, customer service is a marketing activity, if you’re doing it right.

Written by Stu Kushner

Deliver the Content Your Customers Want

video (1)Providing your customers with quality content is essential for online marketing success, but failing to provide the type that your connections are looking for can result in missed opportunities.  You need to create content that is related and relatable to your product or service in order to have the greatest impact with both your current customers and prospects.

Prior to pouring every bit of your online marketing efforts into a single medium you’ve got to take the time to figure out if that medium will be the most effective means of reaching your target customer.  Step outside of the business owner mindset and view your approach to

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online marketing
Written by Stu Kushner

Generate Interest in Upcoming Endeavors

 online Marketing, DCIf you make a major upgrade to an existing product or develop a completely new product that is certain to solve pressing issues for your target customers, chances are you’ll see a boost in sales.  If you wait until the product has launched before making your customers and prospects aware of the exciting news you could be missing out on a golden opportunity in your online marketing efforts though.

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online marketing, SEO, DC
Written by Stu Kushner

Focus on More Than Profits for Long Term Success

online marketing, SEO,DCGetting and framing that first dollar earned is a powerful moment in any business owner’s memories.  In order to ensure future successes you’ve got to focus on more than just how much money you are bringing in though.

A successful online marketing strategy is not something that you will likely see astonishing results from immediately.  Developing your business blog and social media profiles, researching keywords and implementing a sound SEO strategy are all things that will take time to develop.  If you do them properly though, you will establish yourself

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online marketing, content writing
Written by Stu Kushner

The Importance of Fulfilling Your Promises

online marketing, Content writingWhen creating any type of content for your business a good title is absolutely critical to success in your online marketing campaign.  If you can’t immediately grab a prospects attention with a catchy, clever and thoughtful title there is a very good chance that you’ll miss the opportunity to engage them further.  While you should take as much time as necessary preparing the perfect title for your posts and videos it is also of critical importance that you follow up that powerful title with the appropriate content.

If you promise a specific solution to a serious issue with the title of your content you’ve got to make sure that the content that you deliver fulfills that promise as fully and completely as possible.  Offering up a title for the sole purpose of attracting attention or soliciting clicks through to your website may provide a temporary spike in traffic,

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writing content, blog, marketing online
Written by Stu Kushner

Focus Blog Content on Quality Over Quantity

 writing content, blog, marketing onlineIt is an absolute truth that to build the biggest possible following from your online marketing efforts that you’ve got to deliver content on a regular basis.  What seems to confuse those new to the inbound marketing game though is the broad sense of the term “regular basis.”

While it would be fantastic if you could deliver high quality, useful and completely original updates every single day, most small business owners simply don’t have the time or

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