Tag Archives: top of mind awareness

The 4 Fundamentals of Modern Marketing

Modern marketing offers several opportunities that weren’t available even a decade ago. In this modern world of virtual office environments and cloud computing, you can sell just about anything online; this opens you and your company up to a worldwide audience, no matter where you’re starting from. The Internet is the great equalizer. Webpages are the new storefronts. Money is less necessary to make those storefronts appealing to potential customers than creativity is, but four fundamentals remain.

Modern marketing

Modern marketing

Modern Marketing Understands Top-of-Mind Awareness

Just as it is for businesses inside a traditional shopping mall, your target market is a fluid and ever-changing stream of old and new customers. You need to stay in front of them. Why? So that, when they’re ready to buy what you’re selling, they’ll recall your company ahead of all the others. In the world of advertising, sales, and marketing, this is known as creating top-of-mind awareness.

Some of the traditional ways that businesses create top-of-mind awareness are to place regular ads on television, radio, and billboards, or in print media outlets such as magazines and newspapers. Repetition is the key to success in any advertising campaign, and this can get pretty expensive in these traditional arenas. We’re talking hundreds, maybe even thousands, of dollars per month to run enough ads to achieve top-of-mind awareness with the general public, depending on how large a trading area you’re trying to reach. Luckily, there is a virtually free online alternative known as blogging that utilizes the power of keywords to draw people in from anywhere in the world that has Internet access; there is also the benefit of free social media websites to super-charge those blogging campaigns.

Modern Marketing is Cost-Effective and Unobtrusive

In addition to cost-effectiveness, possibly the greatest benefit to blogging and social media marketing is that these are unobtrusive forms of advertising. Traditional advertising methods (e.g., print media, television, radio, and billboards) try their best to “interrupt” customers into noticing them. Blogging appeals to the audience that is already in the market for your products and services. No need to try to interrupt anyone to gain his or her interest; if he or she is typing those keywords into a search engine to try to find you, it’s because he or she is already interested in what you have to offer. All you have to do is to be there in the top organic search engine results. And voilà! You’ve got your prospective customer’s attention and hopefully some new business to go with it.

Modern Marketing Uses an Attractive, Accessible Storefront

All your blogging and social media marketing efforts will be profitless unless you’re using those vehicles to consistently redirect people to the webpage where they can buy your product or service. We live in an “instant soup” society filled with customers that want quick and easy solutions to their problems. So, make it quick and easy for them to find the place to buy from you once they’ve read that compelling blog post or viewed that interesting tweet on Twitter. And make the page so attractive, they’ll want your book, product, or service even more.

Modern Marketing Includes Convenient, User-friendly Purchase Options

Some people are more comfortable with online shopping than others are. One customer may want to pay for a purchase using PayPal. Another will prefer to pay via the credit card of their choice. And there are still those individuals who would really appreciate an old-fashioned “pay by cheque or money order” option. As such, the more purchase options you can provide, the more convenient and user-friendly your online storefront will appear. It’s the equivalent of casting a much wider net to catch a greater variety of fish.

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Why Do We Use Social Media Marketing? What’s the Point?

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

As you know, I’m a strong proponent of social media marketing and am always telling my authors to use it in conjunction with blogging so they can sell more books. You may be asking yourself why. You may be one of the many people who ask, “How do you monetize it? How do you make money using social media marketing?” If you’re one of these people, then you need to read this blog entry because it will clarify a few things for you.

There are experts out there who will teach you specifically how to earn money using Twitter or YouTube or whatever other social media platform. But I personally use these websites in a different context. I use them as advertising tools. I use them to drive more traffic to other e-commerce sites where I sell my books and various other services (e.g. personalized and customized sales coaching for authors). I discuss these advertising strategies in much more detail in Successful Selling Tips for Introverted Authors if you wish to learn more.

I want to give you a couple of examples to help explain. Take a look at PPG’s Twitter page here. And take a look at my personal author Twitter page here. Every single day, one or two different tweets are sent out to our respective Twitter followers from these pages. Sometimes, events are being promoted. Other times, positive book reviews are being shared. We post our blog entries and links to the opt-in pages for our email campaigns here. And, occasionally, a link to where our books can be purchased online are being tweeted, too. It’s a mixture of everything, and it’s done on a daily basis.


Consistency is key. Regular advertising is all about creating top of mind awareness—staying in front of your prospective readers/customers so that, when they’re in the market to purchase what you’re selling, they’ll recall you (your book, your services) above all the rest.

We live in a wonderful world where we don’t have to pay thousands of dollars to achieve this anymore. Where we used to have to buy expensive newspaper, radio, or television ads to reach our target markets, we now have the Internet which allows us to reach an unlimited audience free of charge. All it takes is the time you have to build your subscribers, followers, likes, et cetera, on the various social media platforms.

Why do companies with prominent brands such as Coca Cola and Disney and Nike advertise regularly? Because it works! It allows them to stay top of mind for you—their prospective (possibly repeat) customer. And that’s what social media marketing can do for you and your book over time.

Go ahead and follow us on the two above-mentioned Twitter pages so you can watch how we do it. It may provide you with some inspiration for your own Twitter page.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2017 Polished Publishing Group (PPG). All rights reserved.