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Tips When Asking For Testimonials Marketing

Testimonials In Your Business

Tips When Asking For Testimonials

Testimonials are very good to use in your business to show credibility, proof of delivery and increase trust for your service or product. I want to give you some tips on what to think about when asking your customers for testimonials.

Why and for whom

  • The aim is to have your potential prospects to recognize themselves in the testimonial.
  • Testimonials should mirror images of objections and workaround perceived objections that your prospects might have before making a purchase decision.
  • Good testimonials don’t just capture the end result, they capture the struggles and objections at the beginning too. Describe customer experience.
  • Who is your “target customer”- remember – that’s who your testimonials should be aiming for.

Structure  the testimonials

Here is a suggestion on how you can structure the testimonials. Use it as a guide so that your customer know what to talk about when you are asking for a testimonial. There are three steps: Before, Then and Now.

Before

Describes what life was like before they started working with your product or service.
Was it chaotic? Stressful? Frustrating? Be specific – detailed but concise. Use facts (sales figures) and emotional content (frustration, stress).

Then

Spell out what the process of working with you was like. If you’ve got a specific system for solving your typical customers’ problems or solution, have them mention it, by name if possible. What did you help them do that they couldn’t do on their own?

Now 

The ultimate benefits, both tangible and intangible by using your product or service. What improved? Does your customers’ accomplish more now in less time or with less effort? Be detailed but concise, and don’t forget to have them mentioning intangible benefits like peace of mind.

Guiding questions

Here are some questions that can help your customer when they create a testimonial for you:

  • What was the obstacle that would have prevented you from buying this product? (or What was your main concern about buying this product or service?)
  • What specific feature did you like most about this product or service?
  • What are three other benefits of this product?
  • Would you recommend this product? If so, why?
  • Is there anything you’d like to add?

Tips for using testimonialsMake it easy for your customer

You want to make it easy for your customers to make testimonials. Give them questions that they can deliver value in. Here are other questions you can use:

  • What was the moment you “knew” you had made the right choice with choosing/using this product or service? What was it that proved to you that you were getting real value out of the product or service?
  • What was the problem you needed to solve?
  • How did the product or service solve your problem?
  • How would you summarize the experience as a whole?
  • Would you recommend the product or solutions to others? If so, to who?

Another template that you can use is a template that your customer just need to fill in the blanks in:

I approached [businessname] because …

[businessname] helped me by …

The result was …

One thing I liked was their …

I found the experience …

I would recommend [businessname] to people who need  …

When recording the video

  • Make sure the video duration isn’t less than 40 seconds and not longer than 120 seconds.
    60-80 seconds is a perfect duration.
  • Don’t forget to have your customer state:
  • Their name, title, company, and location
  • Talk about how positive experience they had with your product or service.
  • Or work with questions earlier identified.

What kind of testimonial?

There are different kinds of testimonials that you can ask your customer to make. Make sure that you know how to use them and where. The different kinds are:

  • Video
  • Interview testimonials
  • Mashup testimonials
  • Influencers testimonial
  • Written
  • Social media (recommendations LinkedIn)
  • Quotes
  • Case studies/success stories
  • Interview
  • Shall you include a picture?

Testimonial sign off

Signing off the testimonial with your customer is the most important step in the whole process, always sign off with your customer. They have the right to ask you remove it at any time.

Think of this:

  • Have the testimonial approved by the individual in writing.
  • Describe how you will use the testimonial and where.

Good luck with your testimonials.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Marketing

Social Media Is Never Private

Parenting and Social Media

Today I choose to write about Social Media, a topic that I think is, or should be, of big interest for many parents.

I have two children in school age, and as many other kids, they are very interested in everything about Social Media and all its offering. Instant access, always available, instant information, instant contact etc. The middle-age generation of parents has not lived with Social Media for that long that we live with it as a part of our everyday life. Many don’t even bother to know learn what it is all about. Some learn a lot from their kids, who are very quick to learn all about the different apps and what you can do with them. Others really get into it and get stuck themselves.

It is easy, as a parent, to have your child in front of the computer, Ipad, tablet or smartphone, we know exactly where they are and we know that they are safe because they are not out in town.

BUT, do we know what they do? Who they “hang” with? How they speak to each other and How they use their language or most of all what they write and record? They have friends all over the world, their network is no longer just the close vicinity of their town, they have the whole world as their playground now.

You care about your kid, but do you care about what they do on Social Media?

Do you ask your kid, how was your day at school?; how was your training?; did you have fun at your friends’ place? It is pretty obvious that we, as parents, want to know what they are up to, right? Because we care.

But, do you ever stop to ask them how their time in front of the computer was, who they have been seeing or meeting there, or if it has been a fair play when playing games or fun? Do you ask them to tell you what they put on SnapChat, Instagram, Musically or any other instant app before they post an image, statement or video? Do we ask them to show us what they have posted? Are you checking what they have put out without them knowing? Are you their friend on their different social media channels?

I don’t mean spying on them. But checking that all is ok? Are you ever asking them to show you what they are doing on the computer right now? Asking them to teach you something or play a game with them?

There are many questions to be asked that need to be answered.

Netiquette | You are in the spotlight

Children don’t always know that what they put up in Social media is permanent and NOT PRIVATE. It is our responsibility to teach them. It is our responsibility as parents to learn about Social media ourselves. WE need to educate ourselves and ask all these questions. What you put up on the internet, or any social media app is never private and will always be available. We need to teach our children “netiquette”.

The other week I was at a parent meeting in one of my children’s school.  I was amazed by how few of us parents showed up. Such an important subject and hardly anyone showed up. The reason why the school had this meeting, was due to the fact that children in the school weren’t very nice to each other on Social media, calling each other names and bullying each other. Which is illegal.

Don’t get me wrong, Social media is great – when you know how to use it

The tips I got from this meeting was all the questions that I have written about in this post. The speaker at this meeting also said that it could help a lot to spend time with them when being in front of the computer or the device, asking to join them or have them teach you something.

children learn and imitate what you do, not what you say.

Another thing is that, as a parent, you need to stop spending so much time in front of your own device, children learn and imitate what you do, not what you say. Many parents stay stuck to their devices themselves since they always are available and also enjoy games that easily can become addictive.

I believe there are many benefits in using social media. For example, learning the English language, getting friends around the world, easy access to knowledge, access to education, and so much more. We need to be careful so that we don’t let the internet raise our kids and influence them to a great netiquette that everyone will benefit from. Courage and to avoid bullying is very important when it comes to social media since it is so much easier to hide when not showing your face.

One more question, do you ask your child for permission before posting his/her picture on Social Media? Wouldn’t you be upset if he/she did that without asking you?

Sharing is caring. I hope that someone else can benefit from this post as well. I believe that we all can make our world, a better place, little by little.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Marketing

My All Time Favourite Ad

The best ad ever

Today I just want to share an ad that, in my eyes, is the best ad ever.

Yesterday I wrote about video marketing, how you have to communicate a feeling that you want your viewers to get when viewing your video, have a concise message and at the same time be authentic and unique so that people will remember your ad. I believe that this ad is more than that. It is channeling a message to their viewers that everyone can do little to achieve great change to the better. Not only for others but also showing that helping each other returns in good karma to you as well. I love that message!

As I child I wanted to make a difference

As a child, I was frustrated that I couldn’t make a difference for those people around me that needed help. I had no money or resources at that time not realizing my full potential. Maybe it is just because the messaging in this ad really shows me that everyone can make a difference both as a child and as an adult that I find it so amazing.

Another way the ad have an impact on me is that I want to do good in the world, do better, do my two cents to contribute to a better world. I can do that. You can do that. So why not do it together? I think every day of how I can help another person, with a random act of kindness. It can be a smile, saying hello to someone or just care a little extra about someone that need a little more attention. There are so many ways that we can do to help each other, don’t you think? You don’t have to be giving money to people to help out. Being there when someone needs you, listening to someone that needs to be heard or just care about a persons’ situation. It is free and anyone can do it. Today, I can make an impact, and that I will tell you more about another time.

There are so many ways that we can do to help each other, don’t you think? You don’t have to be giving money to people to help out. Being there when someone needs you, listening to someone that needs to be heard or just care about a persons’ situation are easy free ways that anyone can do. Some people pay for the person behind them in a drive-through. Today, I found my way of making an impact, and that I will tell you more about in another post.

One thing I do daily is that I choose to have a great attitude when I go to work. It is my choice. And I choose to do it. It is my thoughts that sometimes can manipulate my attitude, but if you take a good look at yourself and realize that it is your thoughts, You can change them – it is your choice.

Below you can watch the ad that I am talking about. Let me know what you think, does it speak to you in any way?

What are you doing today to change tomorrow?

I wish you all the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Video marketing in your business

Video Marketing Used in Your Business

The Power of Video marketing

Video marketing is increasing year by year and by 2017, video content will represent 74% of all internet traffic according to www.kpcb.com/internet-trends. Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019. These are quite big figures and it clearly shows that this is a growing area that we need to pay attention to.

Many small businesses argue that video marketing is having a substantial impact on their business. There are many stats that shows that they are right. Also, take a good look the different social media platforms, they almost all have an option for their consumers to use video on their platforms. Snapchat, Instagram, Twitter and Facebook, they all offer video. Another big deal is that YouTube is still the second-largest search engine in the world after Google.

So, the question is, are you using video marketing?

By using video in different ways to promote, demo or teach it is easy to learn that it is faster, easier to understand, and more effective in getting the job done. Plus, hosting the video on YouTube has a positive effect on SEO of your site. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.

Engaging your viewers are key

Videos are naturally engaging and, in an age of information overload, it’s vital for small businesses to offer content that is easy to digest; if not, consumers will simply move on. Videos do this very well! If a picture paints 1,000 words, then one minute of video is worth 1.8 million, according to Forrester’s researchers.

You want to engage your viewers that much that they will share the video with others, hence, spreading your video so that you are reaching a wider audience. Another major benefit of using video is that viewers will spend longer time on your website and more time interacting with your brand. Which lead to brand awareness.

What content shall I have in my videos?

There are few pointers to think about when creating content for your videos. It is much easier to cut through the clutter of information with video than with text. There are many things that you can do with videos, for example:

  • Offer help
  • Create tutorials
  • Use as testimonials
  • Show “how-to”
  • Information/News
  • Demo a product or service
  • Have video as your blog i.e. Vlog
  • Share experiences
  • Ads
  • Introduction to your website
  • Presentations
  • Webinars
  • In your emails when communicating to your “list”

When creating videos, you should think about being non-promotional and keep your videos under five minutes, (even if I would argue under three most of the times). Have a concise message, stay to the point and always end your video with a call to action. You want to keep your viewers engaged and let them know what the next natural step should be. “Take them by the hand” so to speak.

Looking through a lens

Videos engage people like nothing else and have them stay on your site longer which is what you aim for in online marketing. Another benefit is that it is congruent with SEO so really consider to integrate video into your marketing strategy. Studies have shown that video increases your conversion rate and user interaction.

Since I always argue that “Marketing Starts With You” I will also mention that it doesn’t matter if your videos are raw and uncut, it can actually engage your viewers even more. Usually, you are more authentic in these situations and can lead your viewers to want to connect with you even more. My advice is to be you, be authentic, creative and unique. Nobody else will do it better being you. By saying this, I don’t mean that you shouldn’t be prepared. Think about what you want to say, what feeling you want your viewers to get, how you can create curiosity and what energy do you want to communicate? Think about video as giving your viewers a chance to engage with a brand experience, your brand.

Being in front of a camera is not always easy

I realize that it isn’t easy to be in front of the camera, recording a video if you have never done it before. Don’t give up. My tip here is to start a Facebook group with similar people that also want to practice recording videos. By creating a group that does this, you will have the opportunity to give feedback, get feedback and at the same time learn about other ways of messaging and locations to record videos. Practice your video technique for 90-days, after that, you will have that much confidence in knowing what you have learned and what you had to improve, reduce or increase. Read my blog about Facebook groups in your business if you would like to start such a Facebook group. If I was to start a Facebook group for practicing creating videos, would you be interested in joining it? Comment below if you are.

I hope that you found this blog post interesting and useful. Let me know in the comment box below.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Marketing

Your Website is Your Real Estate

Why shall I have my business online?

As a marketer, I often get this question. I have clients asking me how to use their website.

– “I know I need to have a website and I have one – but what for, it doesn’t do anything. I hear all the time that I should have a website or I won’t exist.”

Are you fighting with the same or similar statement?

Let me elaborate on this for a moment.

As a business owner, you need to take one step back and take a look at the changes that has happened in our society over the past decades.

We consume information like nothing else.

We are exposed to information multiple times during a day and we are forced to access much more information in our everyday life. We research everything online before making a purchasing decision, we take for granted that the internet has all the information we need.

Our world as we know has expanded, all of a sudden we aren’t just exposed to information in our closest surrounding, we can access information from the whole world.

It didn’t use to be like this.

When I was young, we didn’t have access to the internet. We looked in Wikipedia’s for help when doing research, we asked our close friends or family and information was so much more difficult to find. We relied on recommendations from friends, colleagues, and family, books, education and the news on TV or in newspapers. We had a different view on how to access information. Newspapers are slowly dying, fighting for survival and news travels so much faster online than in a printed version. The news is old before you even print the newspaper.

Different way of looking at education

If you didn’t continue with further education after high school, you were expected to get a poor job and not make a lot of money in life. Education was considered a must for success. That has all changed. Today we have YouTubers making money online, a lot of money, without having any education. All they need is a computer and an Internet connection, that’s it. That’s all. No further education. No Masters.

Today, you can learn everything there is to know on YouTube. Just the other day I read about a 12-year old girl who was self-taught how to dance just by looking at clips on YouTube. Do you think that it is more important than ever to have a website? Well, I do! But I believe even more that you need to be able to market your potential customers and not everyone, that can become very expensive, fast.

Now what? We are now forced to adapt to our information society!

Use multiple channelsConsider your website as your own piece of real estate. Would you not take care of it then?

Research shows that it is the first point of contacts to most of our prospects, since they do all their research online, 60% in fact. Consider your website as a brochure of your offering or solution to your prospects and customers. What would you have visible on your website then? What would you want to know if you put yourself in your customer’s shoes?

We can no longer ignore or accept that we don’t know digital marketing. It is up to us to find the education we need to keep up with these changes that are happening in our society.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

 

Create Content that is Useful to Your Reader Marketing

Create Content that is Useful to Your Reader

Your Audience Read Useful Content

What should you think of when you create content for your audience?

I share great tips for researching and finding out more about your audience so that you know what content your audience is looking for and interacting with.

Your content shouldThe purpose of creating content for your audience is to increase their purchasing decision in the digital sales process. What I mean is, to have your audience traveling to your website to purchase an offering or service and at the same time, you establish a relationship with your audience.

To create content is crucial to your success online. Most of us, I would argue that 98 % search for a product or service online before they continue to a make a decision to purchase. Therefore, relevant content is very important.

You need to locate where you find your target audience

The questions you want answered to be able to create interesting content for your audience are the following:

  • Who do you want to target?
  • What problems can I provide a solution for?
  • What does your audience need help with?
  • Are people searching for your solution?

Start by researching your competitors!

Research your competitorsVisit your successful competitor’s websites, look at:

  • what are they writing about?
  • what special features are they promoting?
  • what kind of language are they using?

Use your competitor’s URL to find out more about their website visitors.
You use their URL and put it in on websites such as www.alexa.com and www.similarweb.com.

These two websites help you to find out a lot of information about your competitors. You simply add the URL and look at the information displayed when you have hit Enter.

What am I looking for when I create content?

Look for similarities to your own product or service and other competitors within your field:

  • Identify what you do or offer that your competitors don’t
  • What colors are they using?
  • Find their unique selling proposition
  • Look for frequently asked questions
  • Look for blog posts. What do they write about? Who writes the posts?
  • Look at how they tie their visitor into their digital selling process.
    • Do they offer anything for free?
    • What images do they display?
    • Do the capture emails (leads) via newsletters?
    • Can you sign up to their newsletter?
  • What do they write about in their newsletter?

Locate your target audienceThese tips are of great value for you when you are creating content. Another tip is to look at your major competitor’s website page for FAQ’s (Frequently Asked Questions). Here their visitors ask questions that they want to be answered and are most common to their area. This is great information that you can create good value around. You know that the audience already is interested in this topic and have a better possibility to give them what they want.

When creating content, you should look at where your audience is on the social media platforms and create content that is relevant to that platform. And, do you know that 63 % is more likely to buy after they have seen a video of a product. Video engages like nothing else!

Content that you create should aim towards

  1. Engaging your audience
  2. Grab your audience Attention
  3. Influence your audience
  4. Have your audience to take Action

In another blog post, I wrote about what to write about on social media platforms to get your audience attention, you can read it here if you are interested.

When you create content for your audience, remember that you can use it in multiple places such as

  • Your company blog
  • Facebook
  • LinkedIn
  • Pinterest
  • Tumblr
  • SlideShare and
  • much more.

So don’t forget to use your content in multiple places to reach your audience. There are many ways to reach an audience and it’s very important to give value and offer help. That will increase your visibility and increase your network (which in the end is your net worth).

If you only remember one thing from this post, remember this:

Content builds your marketing muscle, creates a long-term sustainable business and allows you to attract a potential customer so that they feel like they know, like and trust you!

Share your thoughts and let me know if this post was useful for you when researching how to create content for your audience.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Marketing is about giving value Marketing

Marketing is About Giving Value

Marketing = giving value

It is time to start to think of marketing as giving value.
Yes, that sound a bit odd doesn’t it? You probably have heard the term “content marketing” and that content is king? I would argue that it is as well, but only when done right. Delivering content that is relevant to the customer is crucial and a way to nurture the long-term and trustworthy relationship.

The sales process has changed

Today, we seek information about a product or service on the internet before making a purchase decision. We do much more research on the web before visiting a store and trusting a salesman’s expertise about a subject. We trust our own research more and have access to compare information about a product or service from home. We trust our own judgment and can even pinpoint where and when we want to purchase a product or service. This put a lot of pressure on you as a marketer.

We need to think of what kind of information our audience need and what we are presenting to help our customers/potential customer to make their purchase decision (pushing them through the sales process). We need to give our audience the “key” to their purchase decision that helps them increase their knowledge about what they are looking for in terms of product or service – the key to information.

The value needs to be clearly stated to the customer, we need to show best practices and how the audience can use the product or service to their advantage. In best scenarios, if we can present more options and deliver more value about a product or service than the customer expected, we can exceed the customers’ expectations and add value to help them make a purchasing decision.

We need to have information presented wherever our customers are looking for it. We need to know what kind of information they are looking for more than what we think they need.

Deliver content that is of value to your audience

So what I am trying to say is, make sure that you deliver content that is of value to your audience at the right place at the right time in the sales process. Whether it is on your website or through emails, newsletters or direct marketing. Be sure to teach your audience where to find the information that they are looking for. When the audience know where to find information, they will come back for more information, build a base with knowledge about your products or service and reference to the information provided and eventually spread the knowledge among their friends. You will have returning customers.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Will you survive the digital economy? Marketing

Will you survive the digital economy?

Are you ready to survive the digital economy?

Just the other day I was reading the news saying that between the years 2010 and 2020

many positions have become obsolete due to fast-changing technology or high competition.” (Source: Business Insider)

Most of the 30 identified positions in the article are projected to decrease due to the fast-changing technology and mostly require a bachelor degree or a diploma – years of education. By 2020 only eleven of the 30 new jobs created will require a bachelor’s degree.

Also, four of the the top five fastest growing jobs require less than a high school degree.”

The next generation might get a job that doesn’t exist yet!

Technology is fast changing our society and the way we look at positions in a workplace. 2020 is only four years away! Interestingly, though, among positions that are increasing are Market research analysts and marketing specialists projected to increase by 41,2% by 2020 and the number of jobs added in this field is estimated to be 116.6k. Are your prepared? Will you adapt to the changing workplace? Are you one of those people that listen to projections and wonder if they are right or are you a person taking action to be in the forefront when change is evident? I know that I am doing what I can, since I have children, I know I have to adapt to be the best parent that I can be to help support my children’s upbringing. It is my duty as a parent and a fellow man.

Your Business. Your Success.

In my line of work as a marketer, I find it important to help individuals and businesses to succeed online, to keep up with the constantly changing environment in terms of digital marketing – Marketing Online. This is one of the areas where you and your business can get a competitive advantage and still remain in the game as time goes by.

Traditional marketing has changed, just like any other profession, and is forced to adapt to the technical environment. Our businesses now operate around the whole world, not only in our close vicinity. The traditional marketing is not only old-fashioned in some ways, it is also expensive and not so effective. Focus has changed. Our customers do over 60% of their research online before making a purchasing decision. Do you think that it is important to have a good sales process online?

Do you see the importance of being effectively presented online? Or do you need to learn more? If you are interested in advancing your digital marketing skills. You can learn more how to increase your skills through this FREE 7-days video training series about digital marketing and the digital economy.

Click here to learn more.

Remember, it is Your Business. Your Success.

All the best,

Carina Asp | Marketing Coach
#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!

Use multiple channels to market Marketing

Use Multiple Channels To Expose Your Message

Use multiple channels Marketing, Branding & Lead Generation

In today’s digital economy you need to use multiple channels to succeed with marketing. The marketing techniques have changed quickly only the past decade to something completely different than what was previously taught by any marketing guru in a classroom. The information that we share and consume today is so much more extensive from what it used to be. We are forced to adapt to the change in information and technology. Adapt to the digital lifestyle.

Are you using multiple channels?

When to get a message across to a specific audience, you need to know, breath, feel, be the audience that you are targeting –  you need to know everything about them to be able to reach them in your marketing. Today you have that option, today you can use marketing techniques that allow you to expose your marketing message to your exact audience multiple times, through many different media channels – building relationships.

Expose your message 7 times

Experts of today will argue that you will have to have your message exposed at least 7 times to your target audience before they are ready to make a purchasing decision. This is useful information for a company. We need to know and be sure of where to expose our message so that we can reach the people we want. If we don’t it can be very expensive. We don’t want to throw our money down the drain and market to everyone.

“If you market to everyone, you will reach no one.”

“I can’t keep up with the digital changes – I am a technophobe”

A lot of small business owners tell me that, – “I don’t know how to do marketing of today”, this used to be a good excuse, but today if you don’t follow the change, you will soon be out of business. Remember when the Internet became a reality, people said: “it is only a trend and it will pass”. That trend became our reality and it is hard to imagine life without it. Don’t you think?

In order to become successful, you need to keep up with the technology of today and the coming changes that are happening around the world. It is here, and it is here to stay. To become successful, we need to speak our customer’s language, know where they are, how they resonate, what their pain is and how our solution can help them. We need to be prepared for what is coming. The next generation already has a reality that includes multiple devices and a steady flow of information to sort throughout their everyday life. Have you got a plan for how to target them? Where do you think that they are looking for their information?

There are solutions –go look for them!

Is digital marketing more expensive than traditional marketing?

I would argue that you can get more specific and target your audience to such a degree that you know your results to such extent that it allows you to create even better marketing, and at the same time be sure that you will reach your audience at least seven times in multiple channels.So, No, I would not say that it is more expensive.

It gives me freedom at the same time as I save both time and money and don’t have to do cold calling. My opinion is that traditional marketing can’t give you this. You only think that you reach your audience and hope for a result. For example, if you advertise in a magazine you aren’t sure who is reading it and if your ad is a success or not. How many that are exposed to the ad etc. Also, magazines are a dying trend. How long do you think that they will last?

Learn more today about Digital Marketing and the why it is beneficial to use in a business. Get your marketing knowledge up-to-date.

All the best,

Carina Asp | Marketing Coach

#blogg100 | @uaremarketing |@knowhowtomarket | Marketing Starts With You!