If you are finding it harder and harder to reach your target market online, add this episode to your must-listen to list. My guest is Brent Leary, co-founder and partner at CRM Essentials. Brent is a hidden gem. Quite honestly, we don’t hear enough of his brilliance. Listen to Brent talk about the enormous amount of information that is produced each day and the challenges businesses face with creating better content that resonates and captures the attention of their target market.
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Welcome to my new feature that will showcase one of my favorite niche businesses and how they are rocking online marketing.
Today’s niche business: Cookie Do, the maker of gourmet edible, bakeable, customizable cookie dough.
A quick side note – “Cookie Do” is spelled with a macron on top of the “O”, but my publishing platform doesn’t give me the option of adding it.
I need to give the founder of Cookie Do several high-fives for starting this business. What a smart idea. The only problem is that I’m supposed to be following this post-menopausal “eat everything green” diet, and I got extreme cravings while browsing their website! That’s another story, but sugar, caramel swirl, dark chocolate chips and sea salt edible cookie dough? Who can resist that?
Here are five ways Cookie Do is rocking online marketing:
Outstanding visuals everywhere! The only word I can think of that describes this visual is “yum”, and that’s exactly what Cookie Do is aiming for. Cookie Do is nailing visual content with polished, professional and delectable shots of their products. Visual content is increasingly becoming an integral part of an online marketing strategy. Our brain processes images 60,000 times faster than text, and there’s decent proof that visual content gets more likes, comments and shares. Cookie Do nails visual content marketing.
An engaging “About” page on their website. The “About” page is typically the first place website visitors go after they’ve landed on your homepage. Why not make this page exciting and engaging? I loved Cooke Do’s “About” page! The copy includes an engaging business story describing how the owner turned a passion into a business. The chronological pics are adorable. I read the entire page, forgot all about my cravings (just for a second) and then went browsing for more cookie dough. I’m sure that was the evil plan.
Evidence of social proof. Nothing influences consumer behavior more than social proof. Nothing. And as competition for consumer attention gets stiffer, being “good” is, unfortunately, not good enough. To be good enough, you have to prove that others say you’re good as well, and you can do that by showing social proof. Think of social proof as something that builds the foundation for massively scalable word-of-mouth. Not a bad thing to have. So when Glamour, Business Insider and Refinery 29 all say you’re good, you’re good!
A tasty, “Makes Me Wanna to Buy” e-store. Cookie Do has their products nicely displayed in their e-store and the e-cart is super simple and easy to use. I even checked out the purchasing process on my iPhone. It’s smooth and easy. That’s super important because guess what I might be buying on my phone at 11:30 tonight while tucked in my bed? Edible cookie dough! And I won’t be alone. The number of people using mobile devices to make purchases is on the rise. And it is predicted that mobile devices will account for 30 percent of global retail e-commerce spending by 2018, up from 15 percent in 2013. I’m not sure if that 30 percent will be purchasing products at 11:30 PM in bed, under the covers, but having an e-commerce solution optimized for mobile devices is critical. Once, again, Cookie Do nails it.
Working a social media “sweet spot”. The winner for them: Instagram, where, as of today, they have an amazing 25.8k followers. That crushes their Twitter presence (only 256 followers there). Here’s the thing: there’s no need to conquer every social media channel. Cookie Do has found a “sweet spot” at Instagram, and they seem to be laser-focused on engagement and content development there. That’s smart online marketing.
There you go! Five ways Cookie Do is rocking online marketing. Great tips for getting online marketing right! I expect really big things from Cookie Do, perhaps a location near Washington, DC? (hint) Until then, I will definitely be visiting them during my next trip to the Big Apple!
737 2nd Avenue, between 39th and 40th Street
Hours: Monday – Friday 9am – 6pm (you can also order their products online)
See who else is getting online marketing right. Download our free 15-page report 7 Niche Businesses That are Rocking Online Marketing right here.
This is such a great episode and you’ll definitely want to listen. Aviva Golfarb is the owner of The Six O’clock Scramble, a wonderful business that helps busy families put dinner on the table (instead of scrambling around at five or six o’clock trying to figure it out). Aviva has been featured on the Today Show and the Katie Couric show. She has also been featured in The New York Times, The Washington Post, as well as Redbook and Real Simple magazines. Having great success with building a huge audience around her business by leveraging Facebook, Twitter and Pinterest, Aviva is truly a social media maven. Listen to Aviva discuss how she’s used social media to grow her business and remain top of mind among prospects and customers.