2

It’s pretty common to receive some of the most intriguing comments on our content via email from our growing group of email subscribers (you can click here to join the group, by the way). Jim from Massachusetts weighed in following John Q. Harrington’s post on digital marketing with a request for John to back up one of his claims in the post. As a result, John addressed Jim’s request with his Top 20 list of digital marketing tools. Here’s John:

 

20 Great Digital Marketing Tools Once You Have a Strategy by John Harrington

Digital-Marketing-TabsIn a post about what digital marketers could learn from the Wizard of Oz , I got on my soapbox and urged marketers not to be dazzled by the dizzying array of digital marketing tools available and lose sight of the fact they are just tools – not a replacement for a big idea or a strategy.

In my post, I said there were 100+ digital marketing tools with more being added every day.  A sharp-eyed-reader from Massachusetts, named Jim, was more than a little dubious about my ‘100+ digital marketing tools’ claim.  In fact, he said he’d be happy if I could come up with a list of 20 with a brief explanation of why they’re good.

Well Jim… you got me!

I have to admit; I didn’t count the number of digital marketing tools before I made that statement.  There sure seems like there are an awful lot of them, but maybe I was a little fast and loose with my numbers.

So I went to my #1 Digital Marketing Tool “GOOGLE” and did a search.  I got 161 million results, so I’m relatively confident the truth lies somewhere north of 100 digital marketing tools.

Jim, I don’t claim to be a digital marketing guru, but I do use many of those tools frequently. Here are 20 of my favorites along with my own biased reasons for liking them.

#1 Google Search

Because they rule the universe and we’ll all be working for them eventually.  Points off for making me learn what an algorithm is and how to spell it.

#2 Facebook

Because they are the number one source of cute cat photos in the world and a pretty good way to reach half the planet. Bonus points for having a geeky founder who’s like a smart ass version of Bill Gates.

#3 LinkedIn

Great for targeting B2B groups and individuals.  Plus they have the highest income level of any major social media group so maybe they won’t miss it if I trick them out of some of their money.

#4 YouTube

They took all the great cat photos from Facebook and made them move!  Plus, they are owned by Lord Google so they put your search results on crack.

#5 Twitter

This is the fastest, most efficient way for me to learn what all my friends had for lunch.  Plus its trending topics and search results let me know instantly if an angry mob is buying torches and heading for my front door.

#6 Vimeo

The younger, prettier, sexier version of YouTube without all the evil backing and power of Lord Google.  Selling epic beauty? Use Vimeo.  Selling hand sanitizer? Use YouTube.

#7 Bing

Probably the coolest thing Microsoft has ever done.  Truly a better search engine than Google, but hey, I’m not going to mess with Lord Google, are you?

#8 Pinterest

A visual explosion of gorgeous arts, crafts, and meals that none of us are talented enough to duplicate, but we can still dream.

#9 Vine

A true tribute to the shortening of attention spans. 6 seconds of pure entertainment because those hideous, old 30 second commercials are sooooooooo tedious.

#10 Google Plus

Probably the social networking site I like the least.  Circles of friends are a little too Kum Bah Yah for me. But, hey, you know how I feel about messing with Lord Google.

#11 Tumblr

A blogging platform that lets you share all different types of content.  Kind of like if YouTube, Pintrest and WordPress had a baby.  Points off for spelling their name without an “e.”

#12 Flickr

A great collection of photography some of which you can actually use LEGALLY!  What a concept!  Points off for dropping the “e” out of their name.  Hey, I warned you with Tumblr.

#13 Google Ads

I haven’t mentioned Lord Google in awhile and this is something near and dear to his heart.  It’s where he makes his gazillions of dollars each year.  Pay a flat rate or pay per click.  Lord Google doesn’t care as long as you pay to access his millions of minions.

#14 Tweetdeck

For all its search power and zillions of followers, Twitter is still pretty clunky to use.  Tweetdeck makes it much more user friendly to manage and semi-automate multiple Twitter accounts.  BUT Twitter bought Tweetdeck so who knows how long before they screw it up.

#15 Hootsuite

A different flavor of Tweetdeck.  Not sure it’s any better or any worse.  BUT it has the advantage of NOT being owned by Twitter so I may have to make a switch if Twitter keeps “helping” Tweetdeck.

#16 Bit.ly

A great little company that shortens those ridiculously long URLs into something useable and Tweetable. Also pretty good at analytics for all you number crunchers out there.

#17 Ow.ly

Pretty much the same thing as Bit.ly, but I think it’s a little easier to use.  Plus, if you’re posting on Hootsuite, you gotta go with Ow.ly, right?

#18 Foursquare

A fun geo-location social media tool that lets you post where you are, what you’re doing and leave tips about the place you visited.  Also let’s you know if any of your hottie friends are in the vicinity so you can be a more efficient stalker.

#19 Slideshare

For all of you who just can’t get enough PowerPoint presentations at work, this is for you.  Pretty easy to use and Lord Google seems to like it… this week.

#20 Email

Maybe you’ve heard of it!  I know it’s old school but this crap really works.  Especially nice if you team up with Mail Chimp, Constant Contact, or ExactTarget.

What about the rest of the great digital marketing tools?

Jim, I know I haven’t hit 100+ tools yet, but go to Google Search and feel free to explore the 160,000,980 other tools I haven’t covered. All the best,  Q

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

 

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Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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When your company is launching a content marketing  strategy to engage your current audience and attract new readers, it’s overwhelming to think that the blog posts you create will have short shelf lives. In other words, if your company can barely create enough quality content to publish multiple posts weekly, you certainly don’t want to lose the sharing and search value of content in just a few days because what your organization has published is almost immediately outdated.

Evergreen-vs-Not5 Keys to Creating Evergreen Content

If avoiding content that’s quickly outdated is your challenge, consider these five lessons to generate evergreen (i.e., longer shelf life) content. These content marketing strategy lessons will extend your content shelf life – whether your company is just launching a content marketing strategy or are well into implementation:

1. Be less newsy and more bookish

News generates reader attention, but don’t over-anchor your content in news stories. News-oriented content requires continually addressing new news all the time, especially since news has a short shelf-life in other social channels. Also create content that’s more like a book, whose content has value years after it is published. Use current news to INSPIRE your content, but write about the bigger themes that will be relevant later.

2. Stick with what sticks for longer

If your company is covering the latest technology, your content will be outdated shortly after you publish it. Even if you are writing a lot of content about a fast changing industry, balance it with content on business principles, fundamental concepts, smart productivity tips, and practical to-dos that remain truer, longer.

3. Reference specific dates – or leave them out entirely

Don’t reference “last week” or something coming up “next quarter.” Instead, use specific dates such as “early November 2013” or “third quarter 2016.” Better yet, ask if a date reference really matters to content clarity? If you can avoid including a date in the content, leave the date out.

4. Link to what will change

Make ample use of links to provide more background on time sensitive content. With content related to news and current events, links can provide more direct ties to date-specific content and activities. By using links instead of rehashing newsy content directly in your posts, your content will be more timeless on the surface even though it’s linked to older material.

5. Create a broader view

If your company’s content marketing strategy involves generalizing big truths, timeless trends, and broad developments, the content you create will be better positioned to create content of value for a longer period of time. Leave the detail to others and communicate about what has momentum and staying power relative to your topic.

How do these content marketing strategy lessons work?

Yes, these lessons do work. We’ve used these principles, the discipline of publishing regularly, and time to build a back catalog of content that generates more than 90 percent of our B2B website’s visits on any given day.

That means we have a tremendous amount of evergreen content still working hard to generate interest, value, and site visits with no incremental work each day. That’s when an evergreen content approach really pays off for your organization. If your organization would like the same type of results, let us know. We’d be happy to get you going on a strategy to do the same! – Mike Brown

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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2

John Q. Harrington is back today with a warning for digital marketers to not walk past the big idea in pursuit of big promises from applications devoid of creative thinking and big idea potential. Here’s Q!

Creative Thinking: What Digital Marketers Could Learn from the Wizard of Oz by @JohnQCreative

John-Q-HarringtonToday’s marketers have awoken and found themselves transplanted into a strange and marvelous world – a Digital Land of Oz.

Here the miraculous has become common and the common seems to have vanished.

Social media creates meaningful relationships with masses of individuals. Social analytics track the source of a trend or a problem to a single person. Big Data gives sales pitches to customers before they even realize they want something.

The wonders of the great and powerful Digital Oz keep growing and growing, but there is one voice of warning rising amid all the pyrotechnics:

“PAY NO ATTENTION TO THE MAN BEHIND THE CURTAIN!”

Contrary to what many of the Wizards of Digital Oz say, they are NOT all knowing and all powerful. Digital Oz clearly has created some marketing marvels, but there is one thing it cannot create – a big idea.  And big ideas seem to have all but disappeared behind the glare of the flash and dazzle of the latest digital marketing tools.

Yes, I said it.  Digital is a tool, NOT an idea.

Too many marketers are so enamored with the amazing feats of Digital they think the need for a big idea or a great position has been eliminated.  If anything, the need is greater than ever!

A decade ago, marketers only had a dozen or so arrows in their quiver. Newspapers, magazines, TV, radio, basic web sites, email, direct mail and a handful of other tactics were all they really had to work with then.  With digital, today there are well over a hundred marketing tool options and more coming online daily.

Each of these tools has a different set of strengths, weaknesses, and people guiding them.  Firing all these weapons and hoping for the best does get results.

But think how much more powerful they would be if they all had a common focus and big idea driving them!

A big idea or a great position is a virtual brain that can help guide ALL your marketing tools and multiply their effectiveness.

So please, do not become so seduced by the amazing tools of Digital Oz that you think they ARE the same thing as a big idea. Remember this?

“I’d unravel every riddle, for any individual
In trouble or in pain.
With the thoughts I’d be thinking,
I could be another Lincoln
If I only had a brain.” -  The Scarecrow

See, even the least intelligent resident of Oz knew he was nothing without a brain. – Q

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Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative thinking and ideas! For an organizational innovation success boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

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Customer experience strategy and innovation expert Woody Bendle is sharing his perspective on the links between corporate strategic planning and brand strategy today, including a great strategic brand planning tool to help identify branding opportunities and gaps your organization faces. Without delay, here’s Woody!

 

Brand Strategy – A Strategic Brand Planning Tool by Woody Bendle

Mike has published recent pieces on strategy and strategic planning that inspired me to reflect on the process and effectiveness of strategy, especially brand strategy. It fascinates me that strategy and strategic planning are often considered separate and different from brand strategy.  Since many executives don’t understand what a brand is, they don’t realize an organization’s brand should govern and be the basis for corporate strategy and planning.

Strategy and Brands

Strategy should effectively set an organization apart from competitors.  A good strategy (well executed) can make an entity appreciably unique and compellingly relevant to a meaningful proportion of consumers. This is precisely what a good brand does!  So why is brand strategy so often overlooked in corporate strategy or planning?

I believe there are three reasons:

  1. Lack of understanding
  2. Misperceptions – Corporate strategy and planning are considered to be for “left-brained numbers people’ and brand strategy (if an organization even does it) is for “right-brained marketing
  3. Complexity – Brands are complex, somewhat abstract, and don’t fit neatly into financial spreadsheets

While the concept of a brand can be difficult to get your head around, that complexity shouldn’t suggest branding be ignored. Let’s break down the concept to its component parts, tackling the basic definition first.

So what is a Brand?

Most of us can name dozens of brands, including our “favorite” brands.  We can describe brands and frequently make decisions because of them.  So, while brands play roles in our lives, defining a brand is where many get hung up.

Through studying how consumers and organizations develop, manage, think about and relate to brands, I’ve developed the following definition:

A Brand is something that provides and is both identity and meaning.  It is a continual interpretation that exists as a result of that which is conveyed by an entity through its communications, products and/or services, and that which is understood by those who interact with that entity’s communications, products and/or services.  

That seems pretty abstract and complex, I’ll admit.  Let’s simplify it to an organization’s brand being:

  • Who it is
  • What it stands for or represents
  • Why it exists
  • How it behaves, communicates, and/or operates
  • How it is, and how it wants to be seen and/or thought of

For those interacting with (i.e., purchasing, using, consuming) a brand, it is:

  • A commitment or promise by or from the brand itself
  • An aid for decision making
  • An intrinsic and extrinsic reflection of who they are
  • A statement about what they value and believe in
  • A tacit or explicit signal about how they see themselves and how they want to be seen by others

The next layer of complexity in branding is because brands are not completely within an organization’s control.  While companies or individuals create brands, they exist in a dynamic perceptual ecosystem, i.e. an intricate network of interactions between and among an array of constituents (as shown here).

Dyanmic-Brand-Ecosystem

Brands directly interact with and influence perceptions for a number of different constituents (the blue arrows).  These constituents influence and affect the brand through reciprocal relationships of varying strength.  Over time, the full power and impact of a brand results from a vast multitude of direct and indirect interactions within the ecosystem.

This creates two implications:

  1. Once a brand is launched, the originator no longer fully owns it.  It is shared by all who directly and / or indirectly interact with it.
  2. While the brand’s originator does not fully own the brand, it retains absolute responsibility today and in the future for how the brand is viewed.

So because brands are complex and are shaped by others outside your organization, managing it overall demands a well-articulated brand strategy!

A Strategic Brand Planning Tool

So with the definition addressed, let’s pull apart a brand and systematically examine all the different brand interactions.  This tool I developed helps me effectively do that:

Brand-Plng-Template

Step one is identifying the brand constituents populating the rows by answering:

  • Who are all the parties interacting with your brand?
  • Who has a say in your brand’s future?

After creating your own list of brand constituents systematically work through each column.

  • Column A – Think about how you would like each constituent group to describe your Brand.  What should your brand stand for with each of them?  How should it be known?  Note – this is an internal exercise since you have to answer and own how and what you want others to think about your brand.
  • Column B – How does each of these different groups actually think about, or describe your brand?  What are they saying about it to others?  Are you regarded positively by some and negatively by others? Surveys and social media listening are great sources for this.
  • Column C – This column pinpoints areas with differences between how you want your brand to be thought of and how it is currently regarded.  Some differences will be subtle and others could be rather large. Additionally, this column’s answer can be quantitative and/or qualitative.  
  • Column D – After identifying areas with meaningful perception differences, outline things your organization can or will do to close these perception or image gaps.

As you work through brand tool, some cells will be easier than others to complete. Only you can determine whether it is worth the effort to collect the information needed. After using this tool many times, I’m confident you will identify several things important to your brand’s future that warrant further discussion and attention.

Good (Company) to Great (Brand)

Body-TattooCompanies and organizations are a dime-a-dozen; many have very similar overarching goals and objectives.  If an organization has been around for any length of time, it is probably doing a number of things well.  But is it truly great?  Is it considered a Great Brand?

Great Brands are different; they are one-in-a-million!  Great Brands connect by providing a deeper sense of identity and meaning.  Great Brands wind up tattooed on peoples bodies (I’m betting the first brand that came to you right now was Harley Davidson)!

Great Brands don’t happen by accident! Great Brands are the result of great, well-executed brand strategies!

As you tune your strategic plans for next year, secure a seat at the strategic planning table for your brand management effort.  It just might earn your brand a prominent place on someone’s body! Woody Bendle

 

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4

For those executives still developing next year’s strategies aimed at creating strategic impact in 2014, we’ve opened up the Brainzooming strategic thinking R&D lab to share fifteen newly developed, innovative strategic planning questions.

15 Innovative Strategic Planning Questions to Prepare for 2014

2014-QuestionsThis group of innovative strategic planning questions is heavy on identifying new market, product, and competitive opportunities to challenge your organization in dramatically expanding the benefits you deliver to your customers.

Fostering  Innovative, Disruptive Ideas

Identifying Innovative Strategic Opportunities

Creating Competitive Advantage

  • What markets can we rapidly move into where we have an underdog’s advantages?
  • How can we do something so big and challenging in a new market that current players will have to follow us, thereby bolstering our market development efforts?
  • How can we go around any parties standing between our clients and our brand in order to simplify buying for our consumers?
  • How can we realize scale economies in new ways through serving and supplying remote, low-density markets from a high-density location?

Prioritizing Market Strategy Opportunities

  • What will it take to dramatically improve the clarity of our marketing message by reducing the number of DIFFERENT messages we blast into the universe?
  • In what ways can we make it easier and more rewarding for our broad audience to share their opinions and take buying action on them?
  • Within our content marketing, what has to change to address five additional facets of both the human and business dimensions of our audience?
  • How do we craft a social media approach that still works hard for us if Facebook, Twitter, LinkedIn, or some other high-profile social network went away next year?

Addressing Professional Development

  • What are my personal and professional development dreams, and what roadblocks do I need to eliminate (or simply ignore) to bring them to reality next year?

 

Need more help with creating strategic impact – now and next year?

If you need an additional push for your organization in creating strategic impact in 2014, The Brainzooming Group is here to assist you, tapping into our experience designing and implementing hundreds of strategy sessions to deliver real results.  Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts. – Mike Brown

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

                                              (Affiliate Links)

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Among the most popular Brainzooming blog posts are those with creative thinking questions for creating cool product names for a new product idea. The questions also typically work for any naming task you have.

To expand the range of creativity tools we offer at Brainzooming, here is a creative naming mini-poster. You can click, copy, and print this mini-poster so whenever you’re on the hook for creating cool product names, you have a creative, quick tool at your fingertips.

Creative Naming Mini-Poster for Creating Cool Product Names

Cool-Product-Names-Brainzooming

 Creative Thinking Tips for Using the Cool Product Names Mini-Poster

  • On the first pass, go for quantity over quality – the more ideas for possible product names naming the better.
  • There’s value in looking at definitions, synonyms, and antonyms as potential answers or contra-answers to the creative thinking question you are using.
  • Spend time with each creative thinking question, pushing it for as many ideas as you can before moving to the next creative thinking question.
  • Don’t rush to judgment. If you can afford the time, take a day or two before you start trying to prioritize and narrow your list of potentially cool product names.
  • There may be great value in continuing to vary and transform your initial ideas to generate even more potential cool product names.

The final tip is to reach out to Brainzooming to take advantage of all the other tools and creative thinking exercises we use with our clients for product name assignments and other strategic and creative challenges. Because while we share a lot of creative thinking tools here on the Brainzooming blog, there are ALWAYS other tools and tricks up our sleeves! – Mike Brown

 

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 For More Information |  Phone: 816-509-5320  |  Email: info@brainzooming.com

 

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I’m presenting an updated version of my shoestring sponsorship marketing workshop today at the Nebraska Healthcare Marketers Conference. The sponsorship marketing presentation provides an overview on a variety of models any organization can use to evaluate current sponsorships and get the most from them.

3 Reasons Organizations Become Sponsors

Sponsorship-DecisionsOrganizations get into sponsorships for three broad reasons:

  1. The sponsorship fits with a broader sponsorship strategy
  2. The sponsorship appears to make sense because of an opportunistic advantages (i.e., it’s cheap because the sponsorship is unsold and the event is imminent)
  3. Ego or fandom drives a sponsorship decision irrespective of business sense or sponsorship strategy

Knowing these three reasons helps both executives who decide on sponsorships and sponsorship marketers responsible for the marketing to gain the greatest benefit from one.

For executives, ideally considering this list prompts selecting more sponsorships in category one and fewer sponsorships in category three.

For sponsorship marketers, evaluating sponsorship decisions within these categories suggests the most effective sponsorship strategy.

Strategic Sponsorships

When a sponsorship decision is based on analysis and a business case, the initial sponsorship strategy becomes straight forward: take aggressive advantage of the sponsorship assets and platform to begin implementing and marketing the sponsorship.

Opportunistic Sponsorships

If a sponsorship is opportunistic, the first step is understanding the trade-offs making the sponsorship attractive as an opportunistic deal. If the sponsorship is cheap because time is running out, do you have more money to market the sponsorship even if there is little time to do it? Or is your organization getting a small piece of an incredible sponsorship opportunity, but you’re far down the list of sponsors lining up for sponsorship assets? Knowing the advantages and disadvantages suggests the best strategic path to maximizing the sponsorship’s benefits.

Ego-Driven Sponsorships

Finally, if a sponsorship is ego or fan-driven, step number one in developing the sponsorship strategy is creating strategic connections. What are the brand characteristics, activities, messages, and sponsorship assets you can access? Knowing that, you can begin creating strategic connections back to your brand. These connections can turn an ego-driven sponsorship strategy decision into an implementation plan that actually makes strategic sense. This may not always be possible, but knowing why you’re in a particular sponsorship is vital to getting benefit from it.

A Sponsorship Strategy Evaluation

If your organization is doing sponsorships, what reasons are you in them? Do these three categories work in creating greater strategic impact from the sponsorships you pursue? –  Mike Brown

 

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Learn all about how Mike Brown’s social media strategy development workshops can boost your organization’s success!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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