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Authority Marketing ; your tool to accelerating your business

Are you one of those people who feel intimidated every time big terms like digital marketing, online marketing or even internet marketing pop up? It is possible that you may have tried different ways and tactics to gain online ground only to hit a wall face first and have even contemplated giving up on the whole thing altogether. Word is, you’re just one of the many people who are clueless about internet marketing.

So, how can you change this?

First things first, it’s crucial to keep in mind that the basic principles of marketing apply in internet marketing as they have existed before in traditional marketing. Building trust with your audience is your lucky ticket to winning the wide market lottery. This is arrived at by demonstrating, without a doubt I might add, that you are an expert at what you do. Having that technical know-how about how things work and the ability to convey that to your audience is what we call authority marketing.

At Lepoa, we like to define internet marketing as authority marketing. After having studied countless websites and blogs of individuals and companies that are already flag bearers in search and social media, one thing has remained a constant. This is how they have positioned themselves as experts in their respective fields.

How can I demonstrate that I’m an expert in my own field, you ask?

Simple! Identify what your industry peers are doing. The niche they missed is the target you’ll hit. It gives you the best angle that you can now use to create expert level content through blogs, articles, podcasts and video blogs. Publish it on your website and social media platforms. Aim at putting out as much content as possible that supersedes what your competitors put up.

Ensure that the content resonates with your target audience. Make it insightful. It should give them a new perspective and help them do something they couldn’t do before. Remember that above all, your audience expects to accumulate value from associating with you.

The core of digital marketing is demonstrating authority. Once you get that right, other aspects like search engine optimization (SEO) and content distribution tactics are easy to implement. Stay tuned to catch these other aspects that I will be talking about in later articles.

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Sticking in The Minds of Your Clients; The Simple Truths!

Let’s face it, signing up a new client is not the usual door-pushing exercise we naturally slide into. Once that is achieved, we dance, make merry, and maybe cut cake – because we acknowledge it is definitely an uphill task. However, there’s the need to stick in the minds of your clients at all times.

How do you stick in the mind of your clients?

Losing a customer happens real fast, it’s heartbreaking and one of the lowest moments a business can experience. Trust me, it can crunch a heart. To avoid this, it’s highly important that it’s you they have in mind when need arises. Chances are if the customer is satisfied with your rates and services, they become undyingly loyal to you.

Keeping customers is easier in contractual instances or in services that recur over time, like say water delivery to offices and homes. This is because they are constantly engaging with you. The invoices and delivery notes you submit is a reminder of your existence and what you do. At a given time, the customer will be somewhere where your service or product is required and they will be like; “here is someone you could call,” and just like that you land yourself a new customer.

If anything, you and I can agree on the benefits of word of mouth advertising. A sale is almost guaranteed. Having a long term engagement with your customer is a sure way of being on their mind. But what about the businesses that engage only once and that’s it?

Completion of the sale shouldn’t be your wind up. For this kind of businesses, the best way is to keep your customers informed. This includes information about new trends, new updates, or even how to get the best results from using the product. Most businesses with such a model do not care about the customers they have already sold to. They might not buy from you ever again but they have the power to refer you to their network and their network is what you’re after. The key here is communication.

With the rapid growth of social media platforms, consumers have become tech savvy. They expect to be engaged and receive the complete customer experience at every level. This has been made easy by the many communication channels you have at your disposal. Emails, for example, work best in situations where information is long. For shorter and brief descriptions, SMS is more efficient.

To avoid spamming the customers’ inboxes, don’t bombard them with information every other day. Also ensure you’re not trying to sell to them again since you already have. Instead, make a genuine follow up on how they are finding your product. If you’re dealing with a wide range of customers, you may consider using a customer relations management system. This helps keep track of your oldest customers and also prospective ones. You can then be able to deal with them differently with ease.

Sometimes consider rewarding loyalty. The oldest customers want to feel appreciated. This can be in form of discounts or even small free gifts; whatever suites your situation. It may seem unnecessary at first but if you’re dealing with products that will still be in the market in the long run, the benefits might surprise you.


Why You Should Build Your Online Community Now

Are you running a business now? Do you have plans in the near future to start that business, farm, organization, charity, write a book or launch a music video? Whatever it is, you need to build a community around it now. Why? Because online marketing will become very expensive.  Actually it has already started to be costly. The same way TV advertising is out of reach to many, online advertising is headed that route.

You need to start building a community around that niche you want to fill well before you open doors. This community will be your evangelists who will spread the word thereby reducing initial marketing costs tremendously.

Facebook is the best place to build your community. It has amazing targeting options allowing you to reach that person you need to instantly. The only flaw with Facebook is you will only reach a few of your fans organically (without pay). To address this, you only have to ask your fans to follow you on organic oriented platforms such as Instagram where you will reach all your followers.

A strong community will shield you from the frequent changes by these platforms that will make it harder and expensive to market.



As of August 2015, WordPress powered nearly one in four sites on the Web – and of all sites that use a content management system (CMS), WordPress is the choice of more than 80%. It is so popular that CNN, Harvard Business Review, US and UK government agencies among many others use it to power their websites.

WordPress used to be known primarily as a blogging platform, and it remains the best solution to use for blog, however it has come a long way and has become a very comprehensive Content Management System used to power many different types of websites, including business sites, job boards, sites featuring classified ads, etc.

Search engines such as Google love WordPress. Keeping an active blog tells search engines that your site is alive and well, thereby increasing your website’s rank and your chances of being found via organic searches. If you’re looking to get a head start with Search Engine Optimization, WordPress is the way to go for your website or blog.

The beauty of it is its ease of use. If you know how to edit a Microsoft Word document, then you’ll be able to easily update the content on your WordPress site. Updating pages and/or blog posts on WordPress is literally as easy as editing a Word document – you don’t need a web designer to update your content. That is the magic of WordPress!



“Just when I think I have learned the way to live, life changes”. This quote from Hugh Prather relates to what we are seeing today. The past week events only show the need for a shift in the way companies, governments and even individuals operate. Just days after reports of malpractice appeared on social media, CHASE BANK was put under receivership tarnishing the lives of many Kenyans in the process.

The same week saw the Prime Minister of Iceland stepping down after protests over the Panama Papers revelations. The many scandals witnessed every single day in all corners of the world confirm that we are living in different times. The world is becoming more TRANSPARENT than ever before. I believe this is just the beginning and more is to come. Thanks to the internet, SECRETS and UNDER THE CARPET DEALS are being brought to light. Just like Noah’s time when floods cleaned up the old society and prepared people to a new society, in our time; the INTERNET is cleaning the old system and forcing people to adapt to the new system of doing things.

In this new system, in this new society, virtues such us honesty, integrity, authenticity and transparency are not just mere words; they are the difference between survival and extinction. It’s upon individuals, the corporate world and governments to willingly change how they do things otherwise they will be forced to change.



TRUST is one of the essential ingredients to build a great relationship. In business, trust is a major factor in the buying decision making process. If you think of it, we buy things trusting that they will satisfy our immediate needs. We also seek services of people or businesses that have interests as much as our own.

The business of now and of the future is grounded on TRUST. The success of your business will be determined on how you scale TRUST. Luckily enough we can achieve this with speed and for much less. The internet with its social platforms provides us with great leverage to scale TRUST. Building trust online calls us to find a way of revealing our humanity so that we can connect with someone and have that personal touch.

Instead of misusing the social platforms with too much sales, why don’t businesses use social to build on trust by focusing more on the core principles and customer loyalty. Consistently promoting your service or product shows where your interests are. Likewise focusing on the customer needs shows where your interests are.

Let’s scale on trust for long term profits.



You have probably heard of Search Engine Optimization (SEO) the big term commonly used by tech guys and online marketers. A website just like a newly opened shop needs to be promoted so that people are aware of its existence and location. To promote your website you need hooks that attract people to it. The process of creating hooks is what we call search engine optimization.

Although SEO involves a lot of technical processes, one simple way to optimize your website is to write a blog at least once a week. Google and other search engines look for fresh and new content all the time. A blog that provides VALUE to your audience is a sure way of introducing freshness to your website.

When you write the blog, make sure you add tags to it. Tags are one to four words describing what your blog is all about. For instance my tags for this blog will be “Blogging”, “Website Optimization”, “Optimizing My Website” etc.  The tags are your hooks and you can add as many as possible.

Finally you need to make the blog as short as possible. If it’s long, it should take the reader a maximum of five minutes to go through it.

Go start on your blog now! And remember to add me on your mailing list.


Email Marketing: How you can increase your email open rate

Of all the emails you send out only 25% are opened and read. The rest are either ignored, blacklisted or they end up in the spam folder. So how can you make sure more recipients are opening your emails?

The first thing you need to avoid is risky words such as “buy”, “promotion”, “offers” etc. The one thing I have learned throughout my career is people do not want to be sold stuff. Sending an email with these words to people who don’t know you or your business will only result them in blacklisting or ignoring your email. You need first to create rapport before you sell anything on email.

Secondly, you need to give as much context of your email as possible on the subject area. The subject area is the point of contact between you and the email recipient. Make the subject rich so that the recipient can see the VALUE in opening your email.

Thirdly the “FROM” name should be your personal name and not your company’s. People will respond more to people than they would to entities. If you factor the above in your next email campaign, you will be assured of 40 – 50% open rate and that is well above average.



Facebook the leading social media platform with over 1 billion active monthly users has introduced reactions on its website and mobile application. Reactions are more buttons on the like button which allow you to express love, laughter, surprise, sadness or anger.

Not every moment you want to share is happy. Sometimes you want to share something sad or frustrating. With the new buttons, you will be able to express your emotion based on the post you are reacting to.

The Facebook community has been asking for a dislike button for years. Instead, the social media giant played smart and introduced a set of other buttons that people will use to express empathy and make it comfortable to share a wider range of emotions.

If people were allowed to tell friends they don’t like their posts, then Facebook would have lost many users and this would have been disastrous. This goes without saying that Facebook minds it user experience and would like to retain as many people as possible.


To use the new reactions buttons, press and hold the Like button and you will see them pop. Make sure your Facebook application is up to date to enjoy these new buttons.



Currency as we know it is that which makes us able to transact. If you want to buy a new phone, all you need is the amount of money equivalent to the cost of that phone. Many years ago people used to transact by trading stuff. Whatever you had was your currency and whatever the other party had was his currency. Today we are still using money to transact but money is no longer the main currency.

A lot has changed over the last two decades. The customer/client has gained an upper hand. He now has more choices. His decisions are not solely based on cost or pricing. He cares about what others think of your product/service or your business. The scales have tilted to his advantage. It is now hard to get new clients; it is even harder to retain your core clients. For your business to continue growing, you need to woo your audience in a different way. You need to use the new form of currency. And the new currency is VALUE.

When you provide value freely, you are giving your audience something even before they think of buying anything from you. Through this you create a special bond with them because you did not ask them to buy, you gave first. When you do this, your audience will stay with you for the longest time and they will influence others to come to you and each day will be profitable to you.


A relationship based on money does not last for long. A relationship based on value outlives the people running it.