Ashton Deroy: Ashton Deroy is a graduate of St. Lawrence College’s Interactive Marketing program. He has worked the sales lines for companies such as Rogers Communications, Shaw Cable & Hewlett & Packard.
Professional goals: Growing a 1000 person network from content creation, Earning an annual income of $60,000 yearly & Creating and selling my first business by the age of 35.
Written by Ashton Deroy: In the new era of attempting to find marketability for websites, apps and software applications. Developers often try to make application, website or their service have nothing to do with the people involved.
1. What are the 4 I’s of service? Intangibility, Inconsistency, Inseparability and Inventory.
People have everything to do with your business! Stop taking them out of the process. In purchasing. Emotions, perceptions and beliefs never stop mattering.
Three things users hate when they arrive to a website:
- They can’t find a public profile for the person they just talked to – This shows this person has no authority within the company and therefore does not matter. People are more aware of the Power distant index and working for Rogers Communications customers realized if they didn’t want to do a simple transaction process, add services or troubleshoot tech. I had no authority.
- You can’t find information on the company authority – A customer can’t find the boss because the boss doesn’t want to talk to them! This still works for bigger companies but in smaller companies the boss needs to be available at the user’s beckon call.
- Comprehensive information on background, mission and history – Why does this venture exist? What is the purpose? What is the owner’s history prior to starting this venture? Chances are that is all the information needed for traffic to make their mind up towards making a purchasing decision.
Download the PDF I did based on the Marketing Connect Textbook at Seneca College.
20 Reasons Publishing strategies are better for boosting brands.
- Behavioral target segmentation – You want to sell fishing gear? You create a fishing blog, magazine or forum.
- Readers become customers – First they read your work, then they trust your authority lastly they go to you with a problem. That is how I was able to get Dignity Repairs as a client in 2015.
- Editorials create a press interest – Every-time you post a blog there is chance someone picks it up, finds it interesting and then next thing you know, a brand has impressions on blogs, news outlets and radio stations. Refer to my ex clients’ BBC interview on the third gender in beyond the binary.
- Viral effect – The internet now has a way of spreading brand impressions on the web even out of a community manager’s control. In other words going viral! 🙂
- Indexing -Customers are looking for someone like you! With Canada 411 if you are a restaurant, web developer or driving taxi. You need to be indexed so you can convert customers right from your listing.
- Informational strategies – With Publishing all the information needed to make a purchase decision is put up in to a convenient area on the web.
- Growing contacts – Every-time someone likes an ad on Facebook the company receives their contact information which is good for potentially prospecting leads.
- Integrated Marketing Communications – A Publicist creates a consistency for every element in the promotional mix to make sure everything is done in an effort to maximize campaign efforts and meet the goals with the key performance indicators.
- Primary research acquired – Through 13 blogs I’ve been able to figure out, how to generate web traffic? How to sell using web content? What makes your audience bounce off a website? What makes them stay?
- Tags research – A good Publicists looks at tags, measures their engagement and looks at who is saying what.
- Knowing where to be and when to announce it – In Kingston, Kingston Pride competed with a variety of gay events businesses. Rather than being exactly everywhere the competitors were, we decided to take to the strategy of being louder. More social media ads, an external web promotion and print/radio publications our competitors could not use.
- Telling the story – Why do you pay writers Ashton? Well that is because writers know how to tell you about a business launch, product/service expansion or event and make it interesting! The worst content creator you can acquire is someone who only has a Business or Advertising background. They usually know nothing about creating high traffic content.
- Establishing authority – Not just through text and alerting people to your certifications. There are certain ways to set up a website that show authority and other ways which make you look like you are blogging out of a basement.
- Managing conversations – It is not enough to post content in tags, you actually have to engage with people in the tags. A publisher does that.
- Establishing relationships with influential members of the community
- Accessing a Publishers’ personal contacts. Some are linked to famous YouTube channels, News papers and marketing channels that you wouldn’t have access to other wise.
- Content scheduling – The reason why Publishers want a brand to post constantly is to avoid becoming invisible. It takes 24 hours for a brand to go mute in today’s online market.
- Analyzing Marketing dashboards – Looking at Key Performance indicators for a marketing campaign and determining why factors were high or weren’t.
- Creating the brand – The best hot brands are created with a publishing strategy in mind
- High Traffic channel management – We manage the contacts of Facebook, Instagram, Google, Websites and Press.