Author : David Lomas

M3 Publishing > Articles by: David Lomas
20Sep
suffer pain when building your business and learn from itGrowing Your Business – Why you should enjoy the pain

Growing Your Business – Why you should enjoy the pain

Growing business should always be a painful process.If it was too easy, then everyone would be doing it and that wouldn’t work out very well at all.

I think to be successful, we expect to suffer in some way, but some of use actually enjoy this pain, especially when it’s not our own…

The simple question ‘why?’ will no doubt produce a varied selection of answers.

As business owners, we can’t be expert at everything, and if the truth be known, we probably don’t all want to be.

A technician who needs to promote his business may wish he had better sales ability, but really, deep down, he’s probably happier working with his equipment and his calculations, than standing in front of an audience presenting his products or motivating his sales team.

Bill Gates, who founded Microsoft is one example of someone with technical and organisational talents. He understood about technology but needed someone to help him grow. He will have quickly identified this as an area in which he would struggle and took on the right people to handle the challenge.

He effectively recognised where his pain would be and dealt with it, before it affected his growth plans. He not only recognised the need to act fast but dealt with the issue in advance. That is the sign of a great thinker.

learn about pain in your customers business in order to help themMost businesses that I talk with, suffer pain when it comes to acquiring customers or generating sales.

In essence, their pain comes when trying to market their business as their skill sets are stronger in the more fundamental areas of their business.

I come across many owners that can’t make a decision about marketing – This is understandable, because they don’t always have expertise in that area, and with so many options available nowadays, they can’t be expected to understand enough about every aspect of social media, marketing and communication.

A sensible business will turn to an expert to help them in certain areas where they are not as competent.

When it comes to moving your business forward through marketing, you need to be quick and decisive, or others will pass you by and you may end up playing ‘catch up’ with your competitors!

Marketing Success is in finding your customers’ pain.

A simple tip when compiling your marketing strategy, is to focus on the pain that your customers are feeling – and then focusing your efforts on questioning them about how it affects their business.

If you can then offer them a workable and measureable solution, you will get the maximum attention from your prospect.

In today’s ‘pull marketing’ world, this is a strategy that fits beautifully with the way that consumers behave.

Bill Gates again is the perfect example of the businessman who recognised the ‘pain’ that other businesses were suffering with data management and flexibility of access and he offered a solution for their problem.

…and I think it worked out OK for Bill.

So, if you want to be more effective in growing your business, let us show you how to use your customer’s pain to get you more business.

David Lomas

For Pain Relief, please contact M3 Media Publishing contact david@m3publishing.co.uk

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11Jul
spread your stories using social media as part of a content marketing campaignContent-sharing – How can you benefit from it?

Content-sharing – How can you benefit from it?

Sending or sharing good quality content with your audience makes perfect sense to me. We all need to give out a valuable message first, in order to subsequently attract and then engage with our target audience.

This is true in other ways of communication, when, for example, we may be giving a speech. If we start by talking about something that is relevant and ‘of real value’ to our audience, then maybe, we let them know we could have some answers to their challenges. Your audience are then immediately engaged with what you are saying and will hopefully pay attention to you.

The information does not need to be about our own products or services and in fact it only works if you talk about something OTHER than yourself. This is exactly the same with your social media activity.

Google likes valuable, well-written content 

It is important that what we push out to our contacts via social media has value to THEM and is not just a sales message about our products and services. I am sure most of you will agree that we see too much of that already.

In this digital and social media world, sharing valuable information with others is the critical first stage of engagement. If this content is relevant to your audience, it will help you to initially connect with them and at some stage they will hopefully want to hear more from you.

One clever way of starting this engagement process is to have a ready supply of good quality content, ready-prepared. You can then use this content as part of your strategy to attract your target audience.

How to raise your social influence by ‘sharing content’.

M3 Content Marketing Programme enables you to boost your social media profile by providing you with well-written and engaging articles that you can share and tweet through your social media forums and groups. The articles they share with you are all professionally written by their team of journalists and will each be relevant to a particular sector.

These articles are published across a portfolio of professionally-managed blogs and higher Page-ranked websites, and can then be shared by you through your social media forums – thus boosting your activity and raising your profile and influence.

M3 Media Publishing can show you ways of including articles about you in this content in order to not only raise your profile, position you as an expert but actually generate leads and connections for your business.

The main sectors in which M3 presently provide content are:

Property & Construction
HR & Recruitment
Business Expertise
Marketing & Communications
Retirement Sector
Exporting

If you want to join our content distribution programme email us at:-   info@ m3publishing.co.uk detailing the sectors in which you prefer to receive content.

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17Feb
Connections event at Pareto proves successful

Connections event at Pareto proves successful

M3 Media Publishing run networking for directors at Pareto Law Tuesday 14th January welcomed over 40 guests to the latest M3 Connections Event, held in partnership with Pareto at their Head Office in Wilmslow.

These regular events are designed to bring together business leaders from across the North West to promote the exchange of business contacts and referrals.

Guest speaker was Andrew Thorp, who is the co-founder of Manchester-based Mojo Your Business. Andrew held an interactive workshop, delivering insights on ‘Creating a Connected Business’.

Showing how we can all use story-telling as a tool for building rapport and for engaging employees, Andrew explored the power and impact of combining the macro, or bigger picture, with the micro, or more specific details of each story.

The highly engaging presentation saw attendees then work in individual groups to come up with their own suggestions for stories, before a number of them shared theirs with the room as a whole.

Introduced and concluded by David Lomas of M3 Media Publishing, the presentation also welcomed questions from delegates, promoting interaction and continuing discussion throughout.

The evening concluded with drinks and informal networking amongst attendees, hosted in Pareto’s lounge reception.

Pareto Marketing Director Paul Drew commented. “These events are a unique and valuable tool for local businesses to build a base of contacts in their region, with representatives attending from a range of industry backgrounds and organisations”.

David Lomas added “We were extremely pleased with the whole event and the reaction from so many of the attendees, who commented on how many valuable connections they made on the night. We look forward to our next event here at Pareto on March 11th”

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12Dec
Have you set out your Customer Corridor?

Have you set out your Customer Corridor?

Customer Corridor from David Lomas at M3 MediaImagine a prospective customer walking down your ‘customer corridor’ to reach your office for your first meeting.

Your office is carefully positioned right at the far end of this potentially valuable customer corridor.

This is to ensure that you have some influence over them when they arrive. (Not dis-similar to how the supermarkets work – getting you to follow a carefully-planned route around their stores).

On the way along this customer corridor, your prospects are enticed to follow your route where they will pass by a selection of subtle images and messages about YOU.

These written an visual messages can be highlighting the advice you have been giving to other customers, in turn letting these prospects know about the things that YOU understand about THEIR business issues and THEIR sector.

Maybe picturing the ways other businesses, just like his, have benefited from your help and guidance in the past.

By the time he gets to your office, how do you think he now may be feeling about meeting you?

This is pure ‘Influencing’ not selling, and it works very effectively. Even more so if these messages can come from a 3rd party – which is a subtle form of endorsement – Creating a very powerful content strategy for your business.

I refer to my concept of ‘attracting customers via internet and social media’ as laying a trail of ‘Digital Breadcrumbs’.

How can It improve my sales conversion?

Well, ask yourself these questions…

How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?

He should now know much more about you; and he thinks that he (or she) did this all by himself – he does not feel coerced.

How much better are your chances of now getting that sale?

Quite a bit I would think.

The more we know about someone’s business and behaviour, the more confident we are – and more likely to make a sales decision.

Nowadays, 67% of the information customers gain about you, is found by them, BEFORE they even make contact with you!

Why not take a look at how you can make content work for your business?

Call me David Lomas on 08450 519374

You may wish to read more on this subject of attracting customers on my blog www.letstalksocialmedia.co.uk

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12Dec
M3 event partnership proves good for Pareto

M3 event partnership proves good for Pareto

m3eventcharlotte&karenThe 12th of November recently saw Pareto Law partner media publishing experts M3 Publishing to deliver their bespoke ‘Connections’ event, held at the Pareto head office in Wilmslow.

A presentation from Senior Sales Training Consultant Steve Lowndes, from Pareto, focused upon the importance of sales training and development in business.

Steve outlined the Pareto offering as the Uk’s foremost and leading Graduate sales recruitment and training operation.

Two other presenters contributed to what was a vibrant evening, with some fascinating discussions taking place afterwards over the refreshments.

This joint venture drew business leaders from 23 different organisations across the Greater Manchester area for an evening of presentations, discussion and networking with great success.

Would you like an invite to one of our Connections events for directors and business owners?

If you are a business owner or director and you would like to meet like-minded entrepreneurs at one of our other invitation-only events in either Manchester, Preston or Liverpool, held in conjunction with Baker Tilly, please contact david@m3publishing.co.uk

To see a more extensive report and photographs from the Pareto Connections event on their own website, please CLICK HERE

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13Oct
What do you know about ‘Hummingbird’ and how it affects you?

What do you know about ‘Hummingbird’ and how it affects you?

algorithm from Google reads your contentGoogle recently implemented their latest and most powerful search algorithm, ‘Hummingbird’.

What a great name, and a great way of catching our attention.

Named ‘Hummingbird’ because it deals with both ‘speed’ and ‘precision’, it was introduced around the beginning of September and its’ intention is that it will improve the relevance of Google’s search results – particularly for longer, multi-word queries.

Nowadays, consumers, whether they are in business or domestic consumers, behave differently. We all as consumers, have so much more confidence in Google as a search engine that we trust to get accurate results.

This is what Google want – To find, as accurately as possible, the exact information for which you are searching.

This leads people to enter much more complex search queries into the Google website.

So rather than searching for car servicing, the customer now may request something far more specific to their particular needs, like ‘Mercedes recommended oil brand CL500’ – effectively asking for exactly what they want to know about.

This means that your business has to work to attract a much more targeted customer, by using what we call ‘long-tail keywords’.

It is all getting a bit complicated but the end result, in my opinion, is that hummingbird will help you cut through wasted enquiries and find the customers that you can really want to help.

Read my full article here at LetsTalkSocialMedia.co.uk

David Lomas

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11Oct
Social Media Success Story – Jonathan Cornes from JC Associates – Building Surveyors

Social Media Success Story – Jonathan Cornes from JC Associates – Building Surveyors

socialmediaapprovedby Jonathan Cornes, Surveyor

I posted on twitter a couple of days ago, asking if anybody knew a land surveyor to do an urgent job in the Stoke on Trent area.

Within 5 minutes I had three responses; one of which referred me to a land surveying company called Blueplan in Derby.

I called them straight away, they knew I had enquired about them and acknowledged me as an existing customer.

I thought that was brilliant, and I aim to be just as efficient!

I sent them the details for the job. They sent me a quote within 15 minutes and I issued the instruction 15 minutes later!!!

Social Media working at its’ best.

Jonathan Cornes has been a contributor to Property Aspects Magazine. Find him at www.jcassociates.co.uk

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9Oct
Twitter – Are you abiding by the rules?

Twitter – Are you abiding by the rules?

twitter_bird_with_signSince the rise of Twitter, new rules have had to be ‘drawn up’ on etiquette and proper usage, especially when it comes to business.

It’s not just about what you post, but also how you present your business through this powerful social medium.

Behaviour has always been the most powerful element of communication, yet few people understand this in sufficient detail.

It is not just about who you interact with, but about HOW you interact with them.

You need to ensure that not only is your twitter account visible, but that your own personality and behaviour is carefully managed.

This is vital nowadays as so many people can now see the way you interact with others via social media and well-used internet business forums like Linkedin.

It is so important how you are perceived by your chosen audience.

Twitter is a valuable place to communicate with others and if you are clever, to search for a find your target audience.

But there is a certain code of behaviour on twitter that it would be prudent to follow.

Especially if you want to win friends and influence people. The title of a book I read some 30 years ago, I seem to remember.

Your tweets or conversations should feel more personal, than the comments that you might post on your Linkedin profile.

This is much more effective and acceptable than pushing out a post that seems more like a marketing message.

I always used to say ‘Treat twitter as if you are at a cocktail party’ – By that I mean: introduce yourself, start a conversation with an engaging question and get to know a little about the people you meet.

If you stick to this principle, you won’t go far wrong.

Want to Become a Twitter Expert – Here are some tips to help you

  • Follow your customers,  your suppliers and your competitors’ followers
  • Find prominent people in your sector and connect them to your network
  • Decide carefully who to follow and don’t automatically follow everyone who follows you
  • Use keywords to search with search.twitter.com and find valuable and active connections.
  • Once you identify the right people, look at whom they are following and who is following them as your potential pool of people you can tap into.
  • Update your profile picture and twitter background to show your brand
  • Explain to people how you help them
  • Twitter is so much more than a sales marketing tool – it’s also good for recruitment – follow and engage with your next potential key salesman.

Success with Twitter is all about making sure your conversations are ‘engaging’, focused on others and not focused on you.

This open approach will help to engage with your followers and will eventually help them feel more integrated with you and your business.

David Lomas
08450 519374

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8Oct
Social Media Success Story – Mike Potts, Echo Acoustics

Social Media Success Story – Mike Potts, Echo Acoustics

socialmediaapprovedby Mike Potts, Echo Acoustics

“When I started out freelancing, I promoted my impending move on LinkedIn, before I made ‘the leap’.

Through that communication, I managed to secure some work before I’d even left my previous company!

In the following year or so LinkedIn has proved to be a goldmine of contacts and leads. My business turnover doubled in year two with a 50% turnover increase in year three and it is continuing to grow.

Linkedin is great, but it has to be used intelligently and followed up with personal contact.

People are more likely to employ or recommend you if they’ve actually met you and ideally, got to like you as well.

I mainly get my stories and content pushed out through now Property Aspects Magazine using Linkedin and Twitter.

Through this, I’ve attracted calls from complete strangers who have found me from as far afield as the Middle East, based on the content created, the way I’ve written my biography and the keywords I have used in there”.

Mike Potts is a client of M3 Media Publishing and you can find him at www.echo-acoustics.co.uk

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8Oct
How do you attract customers to your business?

How do you attract customers to your business?

audiencemenContent marketing can be an effective way to attract customers to your business as long as you follow the rules.

The quality of your content is important, as initially, it needs to help you ‘engage’ with your audience.

This needs to be done with a powerful headline before anything else.

The shorter the headline the better and try and get a word into it that catches the attention of your specific target audience.

“We are going to attract new customers”.

This has surely got to be the campaign slogan for any business, because if you do not attract customers you are potentially going backwards as a business and allowing your competitors an opportunity to step in and maybe overtake you.

Creating content to attract customers

Many business people tell me they have been offered poor quality content, by so-called SEO experts in the past and have then been told: “It is only for the search engines, it isn’t important”.

Well, take it from me, it damn well is!!

Never use crappy content, that is stuffed with keywords and from a factual point of view, is of little or no value at all.

Bad content will actually downgrade the page rank of your website!

Also, NEVER use duplicate content – it can have a serious effect on your wealth. As two major banks in the UK have recently experienced with what can only be a lack of good advice from their digital team.

Good stories about your business can become part of your ‘word of mouth’ marketing, because nowadays, as we all have access to social media, they can be ‘shared’ to many others, by whoever reads them.

But this is only likely to happen if your readers perceive what they read to be valuable.

Sharing content is so important nowadays.

Content marketing is not just filling articles with keywords and putting them on your website.

The key is producing ‘engaging’ content which is necessary when attracting customers. The second thing is to work at getting it ‘shared’ by others.

That is what the search engines really want to see, as it is one of the important ways that they actually measure the popularity and value of your website.

So, ensure that you provide relevant, useful and focused information for your readers or prospective customers, and they are more likely to read it, pass it around their social connections and then hopefully, come back for more!

If you want to learn how to tie in your social media activity to an effective content marketing strategy, please talk to me!

David Lomas

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