Review of The Top 7 Online Marketing Trends Dominating 2014

Last week I read a Forbes article by Jayson DeMers titled The Top 7 Online Marketing Trends Dominating 2014.  It is really a look back on predictions made at the end of 2013 – looking towards this year.

Here is my review of the top 7 online marketing trends dominating 2014 and how the trends can make your marketing better (with results):

Prediction #1: Content Marketing Will Be Bigger Than Ever

I agree – most people are looking for information to help them make decisions.  By presenting high quality content you can position yourself as an expert and help climb over the know, like, and trust barrier to the sale.

I disagree however with the assertion that, “businesses are struggling with achieving business results through their content marketing strategy.”  While this fact maybe true and I would argue that it would also be true if you polled the average business about their social media, print, direct mail, or website marketing results because most businesses can’t or don’t track those activities.

If you use direct response marketing (like our Daredevil Marketing) you will be able to track the effectiveness of your efforts and course correct as necessary.  Email me ( if you would like the “rules of Daredevil Marketing” checklist – no marketing should be approved without these elements.

Prediction #2: Social Media Marketing Will Require More Diversity

I agree with his analysis that you need to be were your target market is and continuously evaluate the best use of your time and budget – there are ways to track your ROI (return on investment) even on social media (not doing this is like lighting a pile of money on fire).

Prediction #3 Image-Centric Content Will Rule

People like pictures – image focused platforms like Pinterest are great for show-casing finished projects and helping create inspiration (especially if your target audience is composed of women).  Just remember to make the photo link back to your website or landing page.

Prediction #4: Less Will be More

I don’t think this is a hard and fast rule – remember you need to test what your target audience responses to and not all people will respond to the same thing.  I recommend mixing it up – plain and photo-centric to reach more people within your target audience (sometimes ugly, plain text postcards sell more than ‘pretty’).  I do wholeheartedly agree with the statement, “brands need to think strategically about how to stand out amidst the clutter.”

Predication #5: Mobile-Friendly Content Will Be Necessary

Make sure your website and emails are responsive to the size of screen it is being viewed on.  Make sure your website is responsive and not just a mobile duplicate of your non-responsive site – Google will penalize you for having duplicate content.

Prediction #6: Ad Retargeting Will Grow in Effectiveness

I personally think these are creepy – House of Antique Hardware is always following me around the internet.  You can follow people from your website to Facebook.

If you are going to use these techniques just make sure you follow the Daredevil Marketing Rules for any advertising and monitor your results.

Prediction #7: SEO and Social Signals Will Become Even More Intertwined

Jayson DeMers admits that he was ‘wrong’ on this prediction.  There is definitely a indirect SEO benefit to having a strong social media presence especially when it comes to posting on Google+ and YouTube since Google places a high value on content from those sites – you can dominate the local search results using specific keywords and posting onto these sites.

Hope this helps you evaluate your online strategy.

Posted in Uncategorized

Social Media Engagement Tips

One resource I use (at least once a week) to create content for our social media channels (primarily Facebook, LinkedIn, and Pinterest) is PicMonkey.  It easily (because I am not technically inclined) allows you to create memes using stock or your own images and quotes.  We have some of our highest engagement from these posts.

Happy Earth Day 2014 Historic Restorations

The only other type of post with higher engagement is when we ‘allow’ our personality to shine through and share something fun – usually unplanned.  One example of this is on vacation seeing a brightly colored bungalow and asking if the color scheme works – I thought it did and the rest of the world didn’t agree with me.  🙂

Even when we are traveling we can t stop getting...   Historic Restorations

Hopefully this will give you some ideas for posting to your social media sites – remember the rule of thumb with social media 85% PBS and 15% QVC with your posts will help to keep people engaged and paying attention to your story.

Posted in Uncategorized

Using Themed Events to Promote Your Company

We are planning a Client Appreciation Evening for Historic Restorations in a few weeks – I am sure that the event will get ‘autopsied’ with ROI (return on investment) in an email afterward (if you aren’t receiving our weekly emails – you can sign up here.  There is a big marketing lesson to be learned from what we have done already – when you are creating an event make sure you create a theme around the planning.  Right now Barnes and Noble is doing this with their Get Pop-Cultured themed events to bring people into the store (another aha – ‘steal’ ideas from businesses outside of your industry – you will stand out from your me-too competition).

Circus Invitation

The theme for our event is a circus.  Our initial invitation was delivered in a popcorn bag with the explanation that well we are having a circus theme there will be no clowns because I suffer from a clown-phobia (which is true :-)).  The response we have gotten so far is tremendous…I am surprised and delighted.

Facebook Reaction to Circus Invite

Using themed events to promote your company is a way to standout, have fun, and help people remember you.

Posted in Uncategorized

Lead Generation Magnet Topic Ideas

Our proof arrived from the printer – we are getting so excited for the rest of the books to be printed!

Daredevil Marketing Cover

Daredevil Marketing Cover

One of the principles of direct response marketing is the idea of having an offer on all your marketing materials.  This is something I struggled with – I knew I did not want to discount our work, but what offers are there besides coupons or free consultations/estimates in the construction industry?

It turns out there are a lot of other offers you can create that do not discount your work and instead position you as the expert you are.

Here are a few lead generation magnet topic ideas (you can use these ideas in a report or video form):

Avoiding Common Mistakes:

  • 3 Mistakes Most People Make When…
  • Do You Make These 3 Mistakes When….
  • 3 Common _____________ Mistakes You Don’t Know You are Making

Avoiding Competitor Frustrations:

  • 3 Questions to Ask Your _________ Before Hiring Them
  • The 3 Biggest Problems with __________
  • 3 Important Things to Consider When _______________

Addressing Curiosity:

  • 3 Keys to Fixing Your ____________ Problem
  • 3 Proven Techniques to ______________
  • 3 New Tricks to ________________

Using these lead generation magnet topic ideas to create a report or a video that answers your target audience’s questions and positions you as an expert (and the only logical choice) setting you apart from the rest of your competition by educating your target audience and not competing on price.

I hope you find this helpful – this was one of my big struggles and after I figured this out our marketing began to perform better than ever.

Jonathan and I will be at the Preservation Trades Network speaking about Social Media in September – hope to see you there.

Posted in Uncategorized

Stop Being a Commodity

We are getting so excited for the release of our book, Daredevil Marketing: How Preservation Based Contractors and Architects Can: Get Better Projects, Clients, + Prices.  Everything was uploaded to the printer this morning!  I think we should have a party when they arrive – it has been a process.  We are so excited to share our story and marketing basics with you.

One of the biggest challenges people within the construction industry face (all industries actually, but construction is hard) is positioning yourself as an expert with something unique to bring to the project.  Without that you are a commodity and only the price matters.  When you get into that situation you know that the client is not comparing apples to apples, but they don’t know what they don’t know.

Your marketing is how you can position yourself as an expert and authority within your field and stop being a commodity.

Here are a few ways to do this:

  • Add testimonials to your marketing – people will believe what others say about you rather than what you say about yourself
  • Use case studies – how did you solve an ‘impossible’ problem – make sure you feature the problem, solution, and outcome
  • Communicate your value – what makes you different?  If you are different and bring value it is a lot harder to be seen as a commodity.  If someone ONLY focuses on price despite your best efforts to educate them – they probably aren’t your target audience anyway.

One way we have ‘broken’ the commodity status by standing for preservation in all things we do.  My favorite TED talk is by Simon Sinek, “People don’t buy what you do, they buy why you do it” was the quote I took from that and pasted on my computer monitor.

How can you communicate your value to the world through your marketing?

If you would like a third-party evaluation of your marketing fill-out this form and I will complete a 30 minute marketing evaluation with you.


Posted in Uncategorized