1) Cheat Sheet or Checklist
Let’s think about your industry.
Are there any Do’s or Don’ts that people should know about?
Can you put these into a Word Doc, then turn into a PDF?
If so, excellent!
You’ve now made your first checklist.
2) Template
Is there something you wish you knew when starting out?
Have you built something you know that works?
Regardless of how big or small it is.
If it helps you, it’ll help someone else.
Build it, brand it, ship it out.
You’ll be happy you did.
3) Ebook
This can be a collection of any of the following:
An example could be “The Ultimate Playbook to Paid Ads for 2023”
4) Swipe File
A swipe file is a collection of sales/ ad letters used for specific purposes.
Some examples of this could be:
Once you build it, you can put them into separate images (cards)
People can then swipe through them.
One reason this works well is that swiping is a native mobile gesture
Try it out and see if you like it.
5) Case Study
Think of a client or customer you’ve helped:
This is the basis of your case study.
It’s always best to ask your customer/ client for their permission first.
If they say yes, bingo.
Time to start writing.
Convert it to a PDF.
Present it back to them (just to be safe).
Then ship it out.
You can even go one step further and ask your customer to share it.
6) Toolkit
Do you have more than one resource for a specific use case?
Can you drop them into a folder?
If so, great work!
You’ve essentially built yourself a toolkit.
Toolkits are harder to pass on given the amount of value being offered.
A simple example of resources to include could be:
Even if your customer only wants 1 specific file, you won’t miss out on them subscribing.
Win, Win, Win
7) Webinar
Conference calls can be distracting for large groups.
Webinars can be a great alternative to scale your outreach.
Your audience can watch, listen, and ask questions in the chat.
Webinars are best served when you have something valuable to add over a longer format.
They go best with slides.
Even better when you have more than one person presenting.
Examples of this could be:
You can even repurpose content you’ve already built and turn it into a webinar.
Most tools will also let you enter in custom registration questions.
This is a great way to generate more qualified leads for your business.
8) Product Trial
This is a great option for SaaS and Technology-based business.
Almost all the largest technology providers offer this in some way.
They do it because it works.
9) Discount Code
This can be a great option to close potential customers that just missed out.
They could have landed on your site, performed an action, and then left for something else.
Offering a discount code (in a follow up email) can be a great way to win them back.
This is commonly used in ecommerce businesses.
Some also use discount codes as pop-ups in exchange for an email.
We wouldn’t recommend this to start.
In saying this, we have seen it working with some brands.
10) Free Sample
This makes for an easy conversation. Salesperson:
“Hi Allan, would you like to try our free sample”. Me: “Sure thing”
It’s that simple.
Like a free trial, it’s a great way to bring people in.
It’s typically used in food brands as well as health and wellness brands.
The trick is not having to rely on this forever.
Plan for this so you can wean off once you are generating enough sales and momentum.
11) Newsletter Sign Up
You’ll most likely see this at the bottom of all websites.
It’s a great and lazy way to build a warm database for emailing.
Having a newsletter doesn’t mean you are emailing every week.
It can just as easily be used to notify customers when you release new products or services.
12) Free 1 on 1 Consultation
Do you find you close deals best in a meeting?
Having a free consultation can be the easiest way to get meetings.
More meetings = More proposals.
More proposals = More deals.
More deals = More revenue.
More revenue = Happy business :)
You can even limit the consults to 15 mins each, to preserve your time.
This works similarly to the “Free Trial/ Free Sample” offer.
This gives users a glimpse of how you can help them.
You can then follow up with your paid product or service
13) Quiz
This can be a great tool to improve website engagement.
More engagement usually = longer dwell time (the amount of time users spend on your website).
Longer dwell time = Higher search rankings
Higher search rankings = More traffic
More traffic = More leads
14) Planner/ Calendar
This could be in the form of a template
Or
Specific dates related to your industry
Some examples of this could be:
Think of your industry.
What are the most important days?
Write out a list of bullet points.
Enter it into a word document.
You can even use a tool like Canva.
Convert it into a PDF
Ship it out
PS: you can even create a vCal file (downloaded Google, IOS, or Outlook calendar file)
You can also include special dates like your birthday, company anniversary, company specific events.
15) Calculator
This is a great tool to give your users data specifically to their use case.
The results will always be 100% relevant (the user self-entered the details)
Some examples of this could be
The list goes on, but you get the idea
16) Gated Premium Content
Think of this like “content for your biggest fans”.
What can you give them that no-one else can.
Some Examples of this could be:
Many communities and coaching based business’ use this strategy
“Here is some free valuable content" And “Here is a link to join my private community where I share my biggest secrets on xyz"
It can help you create detailed audiences you can allocate your resources accordingly.
17) Report
Reports take time.
These are done generally at an industry level.
The amount of time invested will scope out over 95% of businesses.
This however means less competition when it comes to topical authority in your niche.
Building a report can also be a great way to also build backlinks.
Backlinks are when another website links to your website / website page.
This is effectively a vote of confidence that indicates to google your website has value.
In return, google will rank you higher.
18) Infographics
Most people out there are visual learners.
Infographics are a great way to combine audio and visuals together.
This results in a deeper and more meaningful learning experience.
Infographics are also very sharable.
Infographics can be great to simplify complex topics.
Financial Services and manufacturing are great examples of industries that benefit from this
Could yours do the same?
19) Email Course
This can be a great way to take your content to the next level.
You’re now teaching the crowd who wants to learn.
Lesson 1, Lesson 2, Lesson 3.
Some business owners do this for a living and make their money from affiliate partnerships.
Bonus points if you have a business that solves makes it easier for your students.
20) Video Course
It’s the same as an email course except in video format
Here’s an easy way to build this:
You now have your own video course which you can offer to new (and/or existing) users.
21) PDF Document
This can be anything that will:
You can be as simple or creative as you like.
Remember, the goal is to draw in your dream audience
Final Thoughts
I hope you enjoyed this list.
Which ones would you like to try ?
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Account Manager
At Shines Digital I... help manage accounts and communications between our specialists and our clients. I can also be found helping out with creative reviews and content plans.
I'm an expert in... all things creative and social!
Previously I... worked as a graphic designer and content coordinator for a non-for-profit.
Life's even brighter when I... get to aimlessly wandering around to find the best hidden brunch spots.
A fun fact about me is... I’m a professional dog-sitter in my spare time!
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Founder
At Shines Digital I... make sure the team is happy, balanced, and thriving. If I do that, then our wonderful people can deliver great results for our deserving clients.
I'm an expert in... being dad to my three kids. At least, that’s what I like to think! (So if anyone has any tips I'm all ears.) I also advise businesses on growth and trade sales.
Previously I... founded, built and sold Switched On Media (now Essence). And before that, I was a marketer at eBay and Procter and Gamble.
Life's even brighter when I... spend time with my kids. I also love surfing as it's the only time I am not working and… well, not with the kids!!
A fun fact about me is... I used to live in a tent in the jungle in Maui where I was a kitesurfing instructor. I have also been a bus driver in Japan until I crashed the bus (and it was only the second week in the job, sigh).
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CEO
At Shines Digital I... ensure the team has what they need to give our clients a fantastic experience and improve their results. It's also important to me that the team feel like their work is aligned to their personal values and that they're having fun.
I'm an expert in... keeping things simple and focusing on what's most important.
Previously I... have worked as a journalist, marketed hundreds of startups and led acquisition at Michelle Bridges 12WBT.
Life’s even brighter when I… am hugging my kids, taking ocean swims, enjoying drinks with friends and having lunches with my family.
A fun fact about me is... I have a terrible poker face, but am strangely good at poker!
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Account Manager
At Shines Digital I... make sure our clients are happy, and keep the communication flowing smoothly to ensure great results.
I'm an expert in... relationship building, community support and user experience.
Previously I... was with Gumtree.com for eight years. Since then I've also worked on various startup platforms, before diving head first into digital marketing.
Life’s even brighter when I… am coaching kids’ sports. (I have two young sporty boys). I also play ice hockey when I can, travel when allowed, and harvest honey when my bees let me.
A fun fact about me is... I once spent six months inline skating around the world as part of an MTV reality tv show.
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Senior Growth Strategist
At Shines Digital I... create strategies that help our clients grow.
I'm an expert in... developing successful campaigns across different digital channels. I love data analysis and also visualising data so that it is understandable for everyone. I’m also a certified Google Ads specialist.
Previously I... worked as a B2B sales manager. I also have a masters degree in sociology and have worked as a data analyst, so I'm really comfortable with numbers. I love to say that my previous work experience has prepared me to be a good digital marketing strategist.
Life’s even brighter when I… am travelling, enjoying good food, and going to the opera. It’s perfect when I can combine all three!
A fun fact about me is... on average I visit 50+ concerts, plays and operas per year and read 50+ books (or 15,000 pages)!
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Digital Marketing Specialist
At Shines Digital I... am a digital marketing specialist.
I'm an expert in... Google Ads, Analytics and Display.
Previously I... worked in both service and retail and I also ran my own business.
Life's even brighter when I... am outside gardening. I also love reading and watching all things fantasy and sci-fi books, and sewing when I get a chance.
A fun fact about me is... I was in an art group for 12 years but I can't draw!
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Senior Digital Marketing Specialist
${___('about_team_member')}
Senior Digital Marketing Specialist
At Shines Digital I... am a digital marketing specialist.
I'm an expert in... Google Ads search, video, display and measurement and also Google Analytics.
Previously I... received an economics degree specialising in marketing. I've also been a marketing specialist at a beauty clinic, and helped Estonian musicians to market their new releases.
Life's even brighter when I... get to enjoy singing and songwriting.
A fun fact about me is... I worked as an extra in the movie TENET.
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Digital Marketing Specialist
At Shines Digital I... am a digital marketing specialist.
I'm an expert in... political science and communications (I have a bachelor's degree). I also have several certifications from Google.
Previously I... worked in a variety of customer service roles, and also as a sales agent for a cruise company in the Baltic Sea.
Life's even brighter when I... go to the gym. I love all sorts of sports, from yoga to boxing and running. I also enjoy drawing, reading, and spending quality time with my friends and family.
A fun fact about me is... I'm able to fall asleep where and whenever... (if I want)!
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Senior Growth Strategist
At Shines Digital I... lead the accounts team and help clients create full-funnel, omni-channel marketing campaigns.
I'm an expert in... campaign ideation, email marketing, brand strategy and copywriting.
Previously I... worked in the marketing team for World Nomads, a travel company operating in 140+ countries globally. During my time there I oversaw campaigns, content production, email marketing automation, and strategy.
Life's even brighter when I... play poker, and sports like golf or soccer. Oh, and I don't mind a good book either!
A fun fact about me is... I'm fairly fluent in Japanese, having studied from age four until finishing my degree.
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Director of Technology and Operations
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Partner
At Shines Digital I... love building dashboards, setting up campaigns and digging deep into the results to figure out what works and what doesn't.
I'm an expert in... search, display and social advertising, SEO, CRO, data analytics, email automation, and marketing training. I also know my way around ad platforms like Google, Facebook ads, and TikTok (to name a few), as well as Google Analytics and Data Studio, and ActiveCampaign.
Previously I... studied economics, management and economic development in the US and UK. I'm a Google Certified Trainer.
Life’s even brighter when I… am playing one of my seven guitars or reading a Stephen King book!
A fun fact about me is... I love mushroom picking and I brew my own mushroom tincture.
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New Business Director
At Shines Digital I... help with new relationships (business owners and marketing teams) looking to execute effective marketing campaigns and build deeper connections with their customers
I'm an expert in... B2B sales and account management. I'm passionate about adding value, solving problems, learning new skills, building meaningful connections and doing something that benefits the next generation.
Previously I... ran my own marketplace start-up (in sustainable retail), prior to that I worked in sales/ distribution type roles across a few industries (Financial Services, Funds Management, Commodities and Capital Markets). I completed a Grad Cert in Management at AGSM (UNSW) as well as over 60+ Short Courses on LinkedIn. I'm also a member of YCombinator’s Start-up School.
Life's even brighter when I… am eating good food and spending time with my wife and daughter.
A fun fact about me is... I love to cook, I have 2 fluffy cats and Oporto is my favourite fast food.
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Account Director
At Shines Digital I... become an extension of the clients marketing team and help them kick goals.
I'm an expert in... brand management and strategy, UI/UX, public relations, copywriting, social, email and customer experience.
Previously I... spent 5 years at nib Travel working across multiple marketing channels - public relations, SEO, social, content, influencer and email to name a few.
Life's even brighter when I… am watching a good documentary or reading a good book.
A fun fact about me is... I was born upside down (breech birth). It remains a running punchline amongst family and friends to this day *sigh*
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Digital Measurement, Data and SEO
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Marketing Executive
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TikTok and Content Specialist
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Social Media Specialist