Being Aware of Awareness Days

I love a good awareness day. Not just because they are a fun way to flesh out a social media calendar – there’s one for nearly everything – but because I always pick up something I didn’t know every time I draft new awareness day content.

But I know they are not universally beloved. Some people dismiss them as a quick crutch if you’ve got nothing else to say. And I cannot deny that there is some truth in that. You can tell when they’ve been thrown in just because someone has run out of time, ideas, or interest.

But it doesn’t have to be like that. If you use them reasonably, awareness days are great for highlighting your brand and encouraging engagement. Just be sure that you:
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Who Is Your Target Audience? Hint: It’s Not “Everyone.”

“Everyone” is never the answer to the question, “Who are your target audiences?”

It never ceases to amaze me when someone actually answers “Everyone” because it suggests to me that they’ve not thought things through.

Nothing has a target audience of everyone. I mean, if I am wrong, please let me know. But nothing comes to mind.

You don’t have to drill down too deep to start narrowing things down. Even if you do the barest minimum, you get at least three groups to focus your content a bit more. Continue reading “Who Is Your Target Audience? Hint: It’s Not “Everyone.””

Searching Out Stock Photos

Does the cost of stock photography sometimes leave you reeling? Join the club! I’ve been shopping for and using stock photos for over 25 years and the price tag can leave me speechless on occasion.

While cost is very often what sends people hunting for free or cheaper sources of stock photography, there’s another reason that becomes bigger as time goes on — lack of choice. Have you noticed the same pics showing up on multiple paid sites? Me too. There’s a particular coffee cup, for example, following me from 123RF to Dreamstime, Bigstock to Canstock, Shutterstock to Deposit and back again.

So I go hunting for something that doesn’t look like the same picture everyone else is using on their content about the same topics. And even if I don’t see them everywhere, shots on the major sites can be perfectly fine but … predictable. Technically good, of course, but safe, cookie cutter … boring.

Not surprising then that we attempt to escape high cost, repetitiveness and blandness by Googling phrases like “free stock photos” or “hi-res free photos.”

Only then we find out how bad some of the “free stock photo” offerings are. Well, maybe not so shocking if you subscribe to the “you get what you pay for ” school of thought. But even taking that into account, some of them are breathtakingly bad. Luckily there are increasingly good places to find high quality, absolutely free stock photos.

All the sites below offer free high-resolution photos under a Creative Commons Zero (CC0) license which means:

  • you can copy, adapt or distribute the images for either commercial or personal use without requiring creator consent.
  • you can’t claim ownership or resell them as is.

No purchase, permission, or attribution* required. Continue reading “Searching Out Stock Photos”

Content Marketing Ideas for Small Biz

In Part 1 of my Small Biz Tips – Digital: A Big Boost for Small Biz – I discussed the way that small businesses and independent shops could use content marketing & social media to meet the challenges of today’s consumer-centric marketplace. My intention was to put content marketing in a context non-marketers could understand and to explain social media’s role in the content marketing landscape. I hope I succeeded.

It was, by necessity and design, very broad so by this time you’re probably wondering how can you make content marketing work for your business specifically?

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Digital: A Big Boost for Small Biz

With technology giving people unprecedented information and choice regarding products or services, customers are now firmly in a position of power in their relationship with retailers, service providers and brands.

This means you have to work harder than ever to meet – and wherever possible exceed – customer expectations. Digital marketing can help you meet this challenge. It boosts customer acquisition and loyalty; raises word of mouth and expands the relationship between shopper and seller.

When we say “digital marketing” – what are we talking about?

I’m so glad you asked. Welcome to Small Biz Tips (Part 1 of 2) where I intend to fully ignore buzzwords and jargon (much of it means very little anyway) and break this down into broad categories and terms everyone can understand. Continue reading “Digital: A Big Boost for Small Biz”