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For starting a strong 2019, we are offering several opportunities for your business to learn, have fun, and grow.  We teach businesses how to do their own marketing using free and low cost tools because it is the right thing to do and we love teaching!

We offer an overview of our Marketing Mastery Program which will share all of the aspects of our new program that is launching in January. This is a six month program and we meet as a small group, once each month.  We focus on YOUR marketing strategy. You will learn how to:

set yourself apart from  your competitors,

create messages that with resonate with your ideal clients,

learn what tools are free, low cost and highly effective,

SET UP your tools in our workshops,

develop a content calendar that is impactful and will produce sales,

measure your successes so we can adjust if needed.

You will finish the CoHort with your robust marketing strategy, ready to tackle 2019. Did I mention that we have fun and laugh!? Contact Christine for an application.   Here is a link to the overview discussion. The fee is only $29 and you may be able to use this overview and as a full coaching session for setting and creating your own marketing for 2019, it is that robust. 

We have a Creating a Strong Digital Foundation for Sales Workshop on 12/18 for businesses that want to learn how to use all of the free or low cost tools that are effective.  We teach you how to cut down time spent on your marketing efforts, how to use social media for sales, how to build your relationships and ask for referrals. We have fun, work in small groups and focus on YOUR business.  

We are hosting a Marketing Training Bootcamp for Veteran Owned Businesses and Organizations who serve Veterans.  This workshop will be on 1/22/2109 from 1 to 4:30 pm. Registration is required and seating is limited. It is the same as our Creating a Strong Digital Foundation Sales workshop above and will include Veteran focused tips as well.  Contact Christine with any questions. c

Why would people pay for site visitors if their sales funnel is not solid? This is what I find with the majority of my clients and it frustrates me thinking about the millions of businesses that do not have this set up.  This mentality falls in line with the number of people that believe having their website “Go Live” and thinking the phone is going to ring off the hook within the first few hours. Sorry if this sounds harsh but this topic really ruffles my feathers!

There are a number of steps a prospective client takes while on their path to you.  It all starts with the marketing visibility and communications.  These typically lead people to your website which we will call “visitors”.  This is the top of your sales funnel.

Make sure your prospective clients know what to expect as they walk through this funnel.  For example, if your content is leading them to your website from an email, simply tell people that this link will take them to your website where they can learn more about this particular product or service.

When people visit your site, how many steps does it take for them to purchase something from you?  Hopefully that answer is 1...ONE STEP to contact you and/or purchase your products or services.

Here are some ideas that can help streamline that process.

  • Create a brightly colors button that says ORDER NOW.  Put this on top and if you use a left side menu bar, make sure it is there too.
  • If you use a shopping cart, do not allow the person to leave your site. Make sure it opens in a new tab. This is the same for anything a visitor can access on your site.
  • Often, people will have questions. Make sure it is easy for people to contact you with questions.
  • Make sure the messages, branding, content is all well branded and your marketing content matches your sales verbiage when talking about pricing next steps.  This will build trust and create a stronger relationship.

There is a 209% increase in sales when marketing and sales teams are working together with a smooth transition from potential client to ongoing clients!

Definition of content marketing, measurement of success, and personas are in this article. 

Building your content strategy is the key to any marketing foundation. It takes thought, gut instincts, knowledge of your organization, and how you want to be perceived by the public.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. The Content Marketing Institute

Marketing is impossible without great content regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing.

First, set your measurements for success. These are called Key Performance Indicators (KPI’s). What do you want the audience to “do” when they read your content. Once you are implementing your content, you must be able to measure if it’s effective and helping you to reach your goals.

A few examples are listed below:

  • Contact me or Submit a form for more information
  • Register for classes
  • Refer people to my program
  • Customer Retention or Repeat Business

Second, understand your potential customers by creating your own company’s persona. I am huge fan of Hubspot so read this article for more information on creating your persona. When we were doing this for our organization, we identified the persona below for the marketing training aspect of our organization:

  • People (mostly women) starting their own business,
  • Often this would be their “side gig” and working a full time day job,
  • Juggling many aspects of their lives like the household, kids' school functions and sports,
  • Not having enough time to devote to the growth of their company,
  • Not familiar with content strategies, social media for business, & sales funnels.

Understanding these aspect of their lives will help to build the best messages for engaging them to react to our content.

Some companies spend millions of dollars on their content strategy, we like to break it down to you in our Creating Killer Content Workshop so when you leave, you have a great outline, some of your content created, and a knowledge of how to move forward. We are not saying this is easy but it is critical for success!

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hand reaching for images that are floatingYour Website is Your Hub: Your Base and Your Foundation. Make sure it is strong!

There are so many digital programs which help you on-line but there is nothing like having a strong home-base which we call your Hub - AKA website! If you do not have a strong foundation, your house will crumble. This is where all magic happens. You create it here and share it out throughout your communications vehicle. Once again, I’m talking about Integrated Marketing!

So, how do you create a strong website you ask. It’s simple, the basics are listed below.

Your website must be:

  • Easy to update. There are numerous platforms for creating your website such as Wix, Squarespace, and even Go Daddy has stepped up it’s templates. However, remember that all people should have access to your website which includes people with disabilities. Make sure your template is “accessible” and it could drive thousands upon thousands of extra people to your business.
  • Easy to navigate. Put yourself into the shoes of your visitor. Make sure YOU are easy to contact when / if there are questions. Your phone number or email should be easy to find in the top right corner and also at the bottom of each page.
  • A marketer's nightmare is the new fancy template that has one url and basically allows people to scroll down the page for all of your information and events. This design is beautiful but horrible when you are trying to send content out about a specific area of your company! In my opinion (as a professional marketer) avoid this template.
  • Your visitor needs to know how you help them within seconds of visiting your site or you will lose them.
  • Limited content and engaging images which “cement in” the fact that you can help them. This also enhances your brand and will help lengthen their visit. The average length of stay on your website will be 1 minute or less. Make the most of this time!
  • Your sales funnel needs to be apparent and easy to find. Chances are high that your visitor is there in order to use your services because you or something drove them to that page. Make sure they can easily give you their money!
  • Be sure to attach Google Analytics to your website. No marketing or communications should be done without being able to measure the effectiveness. Read these reports at least once a month and if your marketing is not increasing in numbers...change direction!
  • Last but not least….be sure your website template is mobile friendly before you build it!

Photo credit to Kodework

A strong integrated technology base for communications is the key to any successful marketing strategy.  It is basically telling your story and sharing your knowledge on various platforms so it shares your information in a way that 1) reaches many people and 2) sets yourself as an industry leader.  We teach people how to roll out their knowledge with a rhythm and cadence that not only provides valuable information but also encourages the reader to share it with their network.

The goodness all starts with your Hub which is your website!  When your Hub is strong, easy to navigate, valuable, easy to update on your end, and fully optimized, it allows you to tell your story.

Blogging is not dead!! It is the key to sharing your knowledge.  Posting blogs and sharing them throughout social media and electronic newsletters is a low cost and very effective way of sharing your story, products, and services.

Learning to use these free and low cost tools can save your time, energy, and budget.  We take pride in our workshops and enjoy helping businesses to grow! #socialmedia #business #communication #blogging #integration #marketingstrategy

Seating is limited so reserve your spot today.

July 11: Build Your Effective Newsletter Template and Articles
AOT, 6151 28th St., Ste 15, GR , 3 to 5 pm

July 17: Effective Website & Organic Search Engine Optimization
Coffee Corridor: 637 Stocking Ave NW GR, 2:30 - 4:30 pm

July 18: Blog Your Best - Share Your Knowledge - Become the Expert!
Coffee Corridor: 637 Stocking Ave NW GR, 2:30 - 4:30 pm

July 20: Killer Content for Gaining Sales
Coffee Corridor: 637 Stocking Ave NW GR, 2:30 - 4:30 pm

Seating is limited to 10 per class.

RSVP Required.

Cost is $49 / Class / Per Person. Pricing based on having 5 or more people in class.

For full effectiveness of your plan, participation in each class is recommended.

Homework may be required.

Please Bring Your Laptop - We Will Be Working Hard To Get This Done!

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This is a one hour training presentation overview which helps the attendees to better understand their marketing options and helps them to create a solid marketing strategy.

These tactics are robust, proven, and cost effective marketing which is led by Christine Morse. Christine believes in the power of story telling and will share the best practices and tools which set her clients as the leaders within their industry.

During this program, you will learn:

- which of the free marketing tools are most effective and how to point people towards your sales funnel,

- how to create an engaging content calendar which cuts down on your time spent on marketing each day,

- how to utilize organic SEO marketing instead of paying per click.

Seating is limited to 10 participants so you have time to ask questions and we can collaborate. Create ideas that will work well with your organization. Your own creative think-tank!

$40 for Training and $150 / Results Workshop

Trainings are 1 hour in length and cover an overview of all needed marketing tools for a strong Integrated Marketing program for your organization. This will provide enough knowledge to get started so you are confident in the time you are spending on your marketing.

Workshops are 3 hours in length and helps the attendees to create their actual strategies, content calendars, and we act as the company's think-tank, coming up with ideas for them to market their organization! We want you to walk away with the actual documents that can help you to move forward with your marketing. Bring Your Laptops....we will be working hard, it will be fun and in the end, you will walk out with your full content calendar.

Ask us about the upcoming workshops and presentations. Christine@avidmarketingalliance.com or by calling 616.581.5876.

Registration:
https://www.eventbrite.com/e/utilizing-free-marketing-tools-for-boosting-sales-tickets-42201707443

christine morse profile picturePlease share this presentation event information with someone in your network that may be managing their own marketing or starting a new business.  They will receive tips on how to create a solid foundation for your Integrated Marketing. 

Please join us for an overview on robust, proven, and cost effective marketing which is led by Christine Morse.  Christine believes in the power of story telling and will share the best practices and tools which set her clients as the leaders within their industry.

During this program, you will learn:

ABOUT CHRISTINE:

Christine has over 20 years of experience in marketing, team leadership, client relations and sales with companies such as Herman Miller, Amway International, Spectrum Health, Avid Marketing, and Disability Advocates of Kent County and has recently RE-kindled her marketing agency which includes a training program for Veterans.

Christine excels at providing strategic counsel in marketing, training her clients' team on how to execute the marketing plan and/or walking alongside  them as their marketing department.

She also donates her time and energy towards many local non-profit organizations which contribute to the sustainability of this community. Some of these organizations AWE (Alliance for Women Entrepreneur), Guiding Light Mission, Women and Girls Lead (WGVU), USGBC (US Green Building Counsel), WMSBF (W MI Sustainable Business Forum), Veteran Job Services, and several others.

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Recently, a few friends have asked for help in creating their presentations and then in creating another one for myself recently, I realized, there is a real science to creating these so I thought I would share with you on this topic.

Most presentations are 30 to 40 minutes in length so it keeps the entire commitment within 60 minutes and provides time for Q&A.

You were asked to do the presentation because of your knowledge on a particular subject so congratulations!  I am almost positive that you have thousands and thousands of hours involved with this particular topic and more than likely, this topic has about 50 side conversations that flow into it as well, right?  When you get to be our age (51 years old), we have a great deal of knowledge piled up in our brains and sometimes it all feels like it is all related so we could go on and on and on and on.... However, our audience is there for one reason....to learn about the specific topic that was promised.  So here, we go.  Stay focused....I am going to try and keep it brief even though each bullet could be paragraphs long!

  • Take the title of the presentation, along with the description and put it onto your first slide.  This will help to keep YOURSELF on point as well as provide a nice overview for your audience in the beginning.  It's best to set expectations in the beginning of what they will learn so it may need editing but plan on leaving it there.  Let's say your description states that you are going to teach your audience about 4 main points of information.
  • Create 4 or 5 blank slides and put a title onto each slide which breaks out your 4 main points of information - one on each slide. This is going to keep your information narrowed down to the most important information.  I put 2 or 3 bullets onto each of these slides and then type all of my thoughts below into the notes section.  The next day, I will go back and edit those notes. Narrowing down the words to pinpointed information and always making sure it is relevant and on point with the main objective of the slide.
  • Do the same for each slide.  Always making sure that you are only talking about what was promised.
  • Do not use acronyms or jargon for your industry unless it is obvious.
  • Make sure this information is broken down into bite-sized pieces and in a logical hierarchy of relevance so the audience will be able to digest the information while you talk. Our goal is for them to be able to implement this information into their own work or thoughts after they leave.
  • Each slide should include an interesting image with few words so it creates impact and stirs emotion. Keeping a few words on the slide will ensure the  audience is listening to you instead of reading your slide.
  • Your design should be on point with your brand. I have been using the same PowerPoint branded slides for the past 9 years because that is my brand. It is what people are expecting to see.  Font needs to be easy to read, great color contrast, not cluttered, vibrant colors and  images with impact are always best.
  • Since I want the audience listening to me instead of writing notes AND I want their contact information, I will let them know the notes can be emailed to them tomorrow if they give me  their business card afterward.  Works like a charm and helps me to build a relationship with each person who is interested enough in the presentation to ask for the notes!  Of course, always, first thing in the morning after the presentation, be sure to send the PowerPoint (in pdf form) with the notes to the contact.  Do not miss this very important step...ok, this leads us into a "Turning Your Presentation into a Sale" blog!
  • On your last slide, type "Thank You" and/or "Q&A" with your contact information and your logo.  While answering questions, leave this slide up for people who want to write down your contact information.

Easy right?

I just love this work and am excited to be able to share this information with you!

Christine Morse

Feel free to connect with me on LinkedIn!

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Well, if you are a marketing geek, like me, Integrated Marketing IS exciting!!  It provides a rhythm and cadence which will attract more attention to your products and/or services.  Also, the best part of it is that you are creating the information ONE TIME and using the same content and images through all of your marketing tools.  This saves a great deal of time and provides a consistent flow of approved and useful information.....what could be better?

So what is Integrated Marketing you ask....... It is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.  Thanks to DMA for the definition. 

Make sense?  If you are searching for a way to cut back on the amount of time that you spend on your marketing programs, reach out to us, it's what we do on a regular basis for clients and we love it!

Christine Morse

Here is my LinkedIn profile if you're interested.

Website and Printed Materials Working Together - The perfect combo!

This is your organization's hub - main storage of public facing information. This needs to be updated, precise, full of relevant information for your audience and pointing visitors towards your sales funnel.  We can create an engaging, beautiful, accessible website which will be fully optimized for various search engines. We believe in first trying organic optimization which combines Universal Design elements with strong content focused on obtaining sales and interaction for your programs and services.

Your printed marketing materials should be a mirror of your website which is vibrant, has impact and is minimalistic in nature. Laser focused content that helps to catch attention (preferably without jingles), describes your product or service, directs people on how to contact you for more information.

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