Scott ColenuttClarity Expert
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15+ years experience in digital marketing - agency side, SMEs, global companies and personal passion projects. Encompassing digital strategy, SEO, social media, paid media and newer mediums like live streaming, podcasting, home assistants etc. More importantly, I'll get the bug for helping you solve specific problems and my goal is always to try and make your life easier.



Recent Answers


Yeah, this is a really interesting question.I would be thinking about:

1. An open letter from the CEO of your hotel chain that's hosted on your website. Something that shows empathy with customers who are considering booking your hotel but are majorly put off by the terrorist events. A letter that details out everything the hotel has done in the community, to help the victims and to increase security since it happened.

There's no escaping the fact that when customers are researching this hotel via Google, they are going to come stories detailing the terrorist event. Perhaps the only way you can combat that is by detailing your side of the story and showing an openness to tackle the issue head on.

This could also work well from a PR perspective because you could use the content to contact journalists and publications who covered the original story. PLUS from a reputation management perspective, you might be able to replace some of those news stories with an updated story on how you're handling the situation.

2. Revisit your deals, offers, and partnerships.

If the hotel is struggling with sales, no matter how dire the situation, travelers are always going to be attracted to good offers and deals. Maybe you need to test ramping up your offers and promoting them via affiliates?

Opening up an affiliate network is perhaps one way of creating an immediate boost in sales.

3. Find and reward your current advocates and returning customers.

Have you got customers that have been coming back for years and years?

How about customers that have CONTINUED to return, despite the events?

You need to thank these people. Reward them. Speak to them and hear their stories about why they returned to you. This will help you to create your strongest messages.

In addition to this, putting a strategy together to highlight great customer feedback, reviews etc. from this point forward is something I'd recommend.

Good luck and thanks for posting this question.


This all makes sense.

The only additional things you will want to consider, if you haven't already, are:

- An SLA - to agree on the level of communication provided throughout the project to the customer

This is because emails, calls, meeting can vary dramatically for each customer and/or project

- Tool costs

Factoring in the costs of any additional tools you might need for this project, in case you don't have them already

- # of amends - I'm sure you get this already but just having something written upfront which factors in the cost based on X number of amends or iterations

- Hosting costs

- Security costs

- Imagery and Iconography

I see this missed from website build projects a lot. It can be a big cost and worth factoring in if it hasn't been done already

- Integrations

So not just the page functionality but also any backend integrations the customer requires.

- Ongoing maintenance

Just making sure you have something in place with the customer that gives them idea about future maintenance costs and what they should be expecting to pay out for

In short, everything you've said looks along the right lines, but what I see missed most often are the above costs. This can impact your profitability on a project but also can be frustrating costs for the customer if they're not made aware of them early on.

Good luck with the project!


I'm not so sure on the revenue part as I've never done that myself.

But the easiest ways to get started with promotion are:

1. ASO
2. PR. (you can do some of this yourself. Naturally, helps if your app solves a new or interesting problem).
3. SEO (easier if it's a niche app).
4. Paid social ads. I'd start with Twitter and Facebook (though you might want to add inInstagram or Pinterest depending on your app).
5. Recruit plenty of paid product testers now. Get their support/feedback to help build the app. Make them part of the process and then they will probably help spread word of your app on launch day.

Good luck with your app!


I have NO idea BUT...

Here's a couple of things I would do if I were in your position and trying to find out.

1. Look at the questions on Quora related to this topic.
2. Look at the questions and topics being discussed in LinkedIn groups.
3. Survey the people you intend to give your talk to before creating the talk.
4. Search for the topic using Twitter search and Facebook search.
5. Go to Amazon, search the words "Crytocurrency" etc. and see what books have recently been released about the topic.
6. Find a really popular website for finance professionals and ask to run a survey to their audience through their mailing list, website etc. re Bitcoin.

Use this survey info to inform your talk.

If I were to pick just one, I'd go with the last one.

Good luck with your talk.


Do it now!

I don't know your life situation but there's no reason why you can't just continue to try and validate the idea by generating a few early leads and seeing what people are willing to pay before launching into your first project?


Oh my. You are sitting on a gold mine.

3 easy ways to make money.

1. Sign up for Amazon affiliates. Find a highly relevant product (or products) related to your post. Pop them on the page and make some affiliate money.

2. Do a very similar thing as above but try Clickbank products instead of Amazon.

3. Do some manual deal making.

- Find some brands in this space and offer to feature their products in this post at a cost per month or as part of an affiliate deal.

If you're not quite ready to launch your supplements brand, why not add a "pre-register for my new supplement range" form on the page? You can start building up your email list using this post alone, so that when you're ready to eventually launch your supplements - you have a waiting audience.

Congrats on producing such a good post!


2 quick and simple ideas come to mind.

1. Open up iTunes, open the podcast section, open up your relevant categories and subcategories. e.g. business/business and marketing.

Contact the podcasts that are in the "New and Noteworthy" sections or in the lower half of the top 200 podcasts sections.

2. Open Twitter or Tweetdeck and use Twitter search for people using phrases like "marketing podcast" or "marketing podcast guests" etc. Try a few different types of query and see if you can use Twitter to narrow down some of the marketing podcasters that are looking for guests.

Good luck with your new book!

Scott


When there's low search volume for your particular niche, it does make sense to see if you can attract traffic from peripheral niches and interests (which it sounds like you've been doing).

Sounds to me like your goal, from an SEO perspective, should be focused on long-tail traffic acquisition, though.

The way to focus on the right type of questions is to think solution focused.

e.g. what solution is your problem looking to solve.

Maybe you can look to answer questions like "how can I stop yo-yo dieting" etc. Any questions that your potential customers are likely to be asking.

Some good ways to find ideas for the types of questions people are asking:

1. Take a look at your Google Search Console queries, see what you're getting the most impressions for, double down on that type of content.

2. Reverse engineer popular websites related to your topic or closely related to your topic. You can do this using tools like semrush.com, searchmetrics.com, Spyfu.

3. Look at the types of questions being asked in forums related to your topic. Take those forum questions and start answering them in detailed blog posts.

4. Look at questions being asked on Quora.

Again, take the question and turn it into a blog post. Answer it in detail on your own site.

5. Collect feedback from your website visitors on the types of content they'd like to see you write next. You can survey them using tools like Google Surveys or HotJar.

6. In some industries, it might be that the offline content (e.g. industry magazines, medical journals) take off before the topics become popular online. If this is the case in your space, take everything you're seeing offline or in close circles and start writing about it more publicly.

Feel free to send me a message if you want me to take a look at the content you've been writing to start with.

Thanks,

Scott


Hey, got to this slightly late.

Though the recommendations from the guys below are completely fine there are two tools in particular that I think will really help you when it comes to breaking down the keywords used by users to find competitor sites.

1. https://www.semrush.com
2. http://www.searchmetrics.com

There are hundreds of keyword research tools out there, but these two are particularly useful in finding out where competitors are getting their traffic which can be helpful in kickstarting your own keyword research.

Feel free to get in touch if you have any other questions.

Scott


Here are some things I would try.

1. LinkedIn Advertising.

Why?

Because it seems like your app is designed for a very specific type of person and on LinkedIn you can target users with ads by job description (amongst other things).

In short, if you've got a pretty good idea of the job titles, skills, industries your target audience is in, LinkedIn might be a good option.

You could send users to a company page (where you register interest in a product).

Build your network (by building up your audience on LinkedIn).

Or send users to a dedicated landing page where they can download the app/register their interest.

2. LinkedIn Group Discussions

- Find and sign up for groups on LinkedIn relevant to the app you're considering
- Propose the solution you're considering testing
- Ask people if this sounds like something they would be interested in
- Ask for beta testers to sign up (by emailing you or to a mailing list)

3. Facebook Ads.

This approach would be similar to the LinkedIn Advertising. Set up a simple landing page (using something like Unbounce or Leadpages) or whatever you have access to, create some niche audiences using Facebook ads and see what happens.

4. Podcast shout out.

Look on iTunes for a podcast related to your audience/industry.

Set up your landing page.

Pay the podcast a small fee for advertising/referencing your service and give listeners an exclusive discount.

5. Twitter ads.

Same as Facebook/LinkedIn but with Twitter.

You might want to use the "lead gen" option to collect email addresses and then go from there.

If there are common keywords that people in this industry are likely to put in their bios or reference in their timelines, you can use a tool like Followerwonk to build a niche targeted list of 100 users to target with advertising on Twitter.

6. Reddit could work.

You'd follow a similar process to that noted above but instead of finding users on Facebook, Twitter, LinkedIn, you'd have to spend some time finding relevant SubReddits to post in.

7. Google Ads.

If there are specific, niche keywords people use in this industry you could set up a landing page and then send traffic via AdWords.

The key would be making sure your keyword research is super tight. You might just want to use exact match keywords for a campaign of this nature.

8. If you have them already, message your LinkedIn connections.

Ask them if they would be interested in the product you are offering and if not, would they have any recommendations for people who might be interested.

You can connect with the people they recommend on LinkedIn, or just ask for a bit of word of mouth support.

9. Meetup.com

If it helps to keep things small scale, maybe you could go local.

Use meetup.com to find groups that are relevant to your audience.

Attend their event. Demo your product/service and see if anyone will buy or is interested in testing. This is a really useful way to get direct feedback.

10. Target followers/users of any competitor products.

You can do this in most of the advertising platforms noted above in one way or another.

You can also do this on Twitter.

-Find a competitor account.
-Put their Twitter account name in the tool Followerwonk
- Download their follower details
- Go follow and engage with some of their followers
- See if you can build up a small audience who you already know are paying for something similar to what you've created

11. Another Twitter option.

- Download Tweetdeck
- Set up a column that filters by keywords related to your product,service,app or industry.

If anyone shows any indication they might be looking to buy a product like yours or maybe you can just help them in some way, start Tweeting them.

Costs you nothing but your time on this one.

Hope these ideas help! Good luck with your app!


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