Where is Social Marketing Going?

Twitter…Facebook…LinkedIn and countless other social marketing networks have become part of our everyday lives, both personally and in business.  The question is where is it going?  How prevalent will these forms of communication be?

I spend lots of time honing my social marketing skills and have been observing countless experts and futurists so I can be informed, and in turn, separate the “wheat from the chaff” so to speak.  Facebook has become especially dominant.  At a recent event I attended, Sree Sreenivasan, the Dean of Student Affairs at Columbia Journalism School, asked all attendees what their “ROI” was on their social media efforts.  The answers were meager if anything.  Mr. Sreenivasan, who teaches a social media course at Columbia – a sign of how seriously this medium is being taken, stressed that our “ROI” “is that we’ll all be in business in 5 years.”

I agree.  Social marketing will only become more dominant.  Of course a personal recommendation from a friend has always been the most powerful marketing for any product or service.  So now, imagine shopping online, researching online and surfing leisurely online and bringing your entire social network with you.   Looking for a Realtor or Mortgage Broker?  What if you visit their site and see 3 of your friends have “liked” them…that’s pretty close to a personal recommendation! Maybe comments have been left on the site. Our online reputations will become increasingly visible and important.  Our own pictures and images will be accompanying all our online activity as well, adding a compelling aspect of legitimacy to a digital platform.

You have to be in the game.  Grow your network, provide valuable information, services and/or products that distinguish you from your competition and be part of an exploding medium.  It is a powerful, insipient way to reach and engage your clients and customers.  If you haven’t already I urge you to get comfortable with these platforms.  You don’t want to be left behind.

Gail Lewis started Gail’s Graphic Designs in 1993, specializing in individual and small business communication and marketing needs. Since then, the company has grown into a comprehensive network of industry professionals – illustrators, graphic designers, programmers, copy writers, public relations experts, and more – that can create a marketing message that resonates with your target market.

Marketing News Roundup

Here is a mashup of news on brand identity and marketing.

Brand Identity

• Virgin Atlantic Unveils New Livery and Brand Identity – PR Newswire (press release)
  
• Catch Hold of Audience Interests with Effective Logos – lonad News
  
• Disney is likely to promote Paul Lee to ABC Entertainment president – Los Angeles Times
  
• New Tampa Bay Lightning CEO Tod Leiweke to focus on ‘brand’ – Tampabay.com
  
• Journey of a brand, cowboy to urban knight – Bizcommunity.com
  

Marketing

• Meredith Reports Strong Fiscal 2010 Fourth Quarter & Full Year Results – MarketWatch (press release)
  
• Ambush marketing: HUL’s last-minute surprise foxes P&G – Economic Times
  
• DG FastChannel(R) to Present at Oppenheimer Annual Technology, Media … – MarketWatch (press release)
  
• FP Marketing: The unstoppable Old Spice guy – Financial Post
  
• What Earnings Reports Have Revealed About Ads – ABC News

Website Design: Template or Custom (Part I)?

I recently sent out a proposal for branding the company of a small business owner. For illustrative purposes we will call the client Joan.

Joan was on a very tight budget as all start-ups are.  I mentioned to Joan that instead of a custom website we could cut cost and time considerably if we customize a template for her. I told Joan a website is like building a house from the ground up or purchasing a ready-made new home. Here is what I shared with Joan to help her decide.

Template Web Design Pros

• Customizable
• Wide selection of premade and turnkey templates
• Quick turnaround time
• Very low cost

Template Web Design Cons

• Design not unique
• Customization may be limited
• Coding errors that prevent SEO (reducing chances that visitors can easily find you)
• Generic look of design (not branded)

With templates, the graphic design part of the work has already been done; you pay a licensing fee to use that template, as long as you comply with the terms of the license. Website templates are cheap, but like everything else you will get exactly what you pay for.

If you are a client looking to save money and time, we suggest going with a website template and finding a professional web designer that will customize a pre-made template design for you. Beware of web design scams from designers who sell premade templates as unique custom designs!

Next week I will share the pros and cons of custom website designs.

Client Perception is Everything: Avoid Bad Sales Collateral

Making a good impression is the top secret weapon of choice for salespeople. Sales collateral is a major part of a salesperson’s “good impression” toolkit.  Sales collateral include business card, brochure, promotion gift, sell sheet, and anything designed for a salesperson to increase his/her client base.

Have you ever looked at a business card, flyer, website or postcard and immediately said I would never do business with this company or you simply dismissed the company and said next? That is your client perception working.

Some companies use collateral that hurt sales. According to Alexander Hiam, author of Marketing For Dummies, in choosing your sales collateral, avoid the following:

Plastic: cheap plastic folders, clear plastic page protectors, or big, ugly plastic sample cases all say tacky and cheap to prospects. Use high-quality papers and favor cloth or leather cases and bindings, if at all possible.

Amateur designs and layouts: Sure, anyone can design sales and marketing materials in this era of high-quality laser printers, but most people shouldn’t. Amateurs often create poor-looking, confusing layouts. Their work just doesn’t have that special look that characterizes fine design —and the better prospects notice.

Errors: An amazing number of factual and spelling errors exist in sales collateral. Salespeople perpetually have to make corrections or explain errors in front of prospects, which is like saying, “Please use our business. Of course, we can’t even type a spec sheet accurately, but we can muddle through your order somehow.” Right.

Omissions: Most salespeople go on calls without all the collateral materials and information they need to do a great job. They don’t have a good brochure. Their business cards don’t have the current address or the company’s fax number and website. The price list is out of date. Their order form is a cheap pad bought at the local stationery store.

As you send your salespeople out in the field, arm them with good collateral. Help them to be sucessful so that your company can inturn be succesful as well.

Choosing The Right Color For Your Brand

This article was inspired by President Obama’s first State of the Union address.  I noticed he wore a red tie with white stripes and Vice President Biden wore a blue tie with red and white stripes. I laughed at myself as I knew the colors were chosen by someone who knew the meaning / symbolism of color. What did our leaders’ tie scream at me? Red, White and Blue—“America”!

Colors are non-verbal communication. They have symbolism and color meanings. Therefore, as you create your brand identity it is helpful to keep in mind how the eye and the mind perceive certain colors and the color meanings we associate with each color. Here is a list of common colors used in business identities and their meaning*:

RED
Warmth, Love, Anger, Danger, Boldness, Excitement, Speed, Strength, Determination, Desire, Courage 

ORANGE
Cheerfulness, Low Cost, Affordability, Enthusiasm, Stimulation, Creativity 

YELLOW
Attention-Grabbing, Comfort, Liveliness, Cowardliness, Hunger, Optimism, Overwhelm, Summer, Comfort, Liveliness, Intellect, Happiness, Energy

GREEN
Durability, Reliability, Environmental, Luxurious, Optimism, Well-Being, Nature, Calm, Relaxation, Spring, Safety, Honesty, Optimism, Harmony, Freshness

BLUE
Peace, Professionalism, Loyalty, Reliability, Honor, Melancholia, Boredom, Coldness, Winter, Depth, Stability, Professionalism, Honor, Trust

PURPLE
Power, Royalty, Nobility, Elegance, Sophistication, Artificial, Luxury, Mystery, Royalty, Elegance, Magic 

GRAY
Conservatism, Traditionalism, Intelligence, Serious, Dull, Uninteresting 

BROWN
Relaxing, Confident, Casual, Reassuring, Nature, Earthy, Solid, Reliable, Genuine, Autumn, Endurance

BLACK
Elegance, Sophistication, Formality, Power, Strength, Illegality, Depression, Morbidity, Night

WHITE
Cleanliness, Purity, Newness, Virginity, Peace, Innocence, Simplicity, Sterility, Snow

Before you launch your brand identity, consider your goals and what reaction you hope to receive from your target audience. Also keep in mind that culture dictates color meaning hence subtle variations in the international business world.

Look at your brand identity…Did you choose a color that represents you, your culture, and your beliefs?

* Color meaning taken from www.changingminds.org

The 4 Types Of Brand Designation Are…

Before you hang your “open for business” sign, get to know the terms below.

1. Brand Name
   A word, letter (number), group of words, or letters (numbers) that can be spoken. Examples are Charmin, Lipton Cup-a-Soup, and IBM.
2. Brand Mark
   A symbol, design, or distinctive coloring or lettering that cannot be spoken. Examples are Prudential’s Rock.
3. Trade Character
   A brand mark that is personified. Examples are Ronald McDonald and Pillsbury Doughboy.
4. Trademark
   A brand name, brand mark, or trade character or combination thereof that is given legal protection. When it is used, a registered trademark is followed by ®. Examples are Scotch®  Brand tape and MasterCard®.

6 Ways to Spruce-Up Your Brand

1. Press Releases
   Press releases as part of a marketing program can be a powerful lead generator for your business. So announce a product or service. Duct Tape Marketing offers a free online press release creator. Once it produces your nicely formatted press release, you can send it out by using an online press service such as PRWeb.
2. Corporate Website
   A good website designer already knows how to code their website’s HTML so that it will present the same no matter what browser your visitors are using (Internet Explorer, Mozilla, Mac or Windows). But search engines like Google don’t care what your website looks like; they care that they can easily sift through your code and images to find the actual searchable text in the content on your website. They also can’t index graphic images or Flash elements, so keep that in mind when designing your website. If you’re home page is just one big Flash graphic, you’re not helping your search results at all.
3. Research
   Know where you are today by conducting quantitative research with your target audience, Benchmark your most important audiences annually and your less important audiences every three years. Put it on your marketing schedule.
4. Marketing Plan
   A marketing plan will assist you in defining your business mission and values, competitors, financial and non-financial goals, as well as provide the opportunity to assess your strengths and weaknesses. A marketing calendar allows you to not only budget for campaigns, but execute and monitor their progress as well.
5. Email Marketing Template
   Excite and thrill your current and potential customers, by sending a professionally designed email message. Display your logo right in the inbox. With a template, your email appears more professional and can draw attention with nicely designed graphics that not only look great, but also promote your business.
6. Postcard
   Update current or former customers about what your business is up to. If you have a new product or service that you are promoting, no one will know about it unless you inform them of your updates. A branded postcard is an excellent way to show off your identity and bring in more business by making sure your clients know of your new ideas. Not only will a postcard enforce your branded identity, it can be an affordable sales and promotional tool.

Benefits of Business Cards

There are many steps involved in starting a business, but an important one that is often overlooked, is business cards. Although business cards are common, they add a personal touch and can make a statement on those looking for your business. They are a small part of your company that you can leave behind wherever you go. You never know just who may be seeking your services.

All Types of Businesses Can Benefit From Business Cards

Business cards are more important for a small business than for a larger corporation. Specific skilled trades such as, graphic designers, consultants, or housecleaning services, don’t always rely on a large body of customers, but depend more on a few local clients. These clients provide references to friends and other contacts to allow your business to grow.

The other business type that benefits the most from business cards is Internet-based businesses. It’s important to remember that when people leave your website, they generally forget that you exist, so your responsibility is to remind them. Having a business card can keep you, your business, products, and services in the minds of your future clients. You have a better chance of having them use your services or passing your information on to someone else, if they have a convenient way of contacting you.

Highlight Your Company’s Best Attributes

A clean slate is sometimes the best way to introduce yourself. With a business card, you can accentuate all of your best qualities, similar to a tiny resumé or personal advertisement. Business cards allow you to present yourself or business in a more formal and credible light. The traditions of business easily recognize business cards like an identity.

Business cards come in all different forms and can be very simple or full of creativity, but since business cards are so common, creativity is important. It’s better to set yourself apart from your competition and a creative business card is a great way to do so. Business cards are meant to leave an impression, so that later, your company will be thought of when products or services are needed. The more creative your business card is, the more likely it is that you will be remembered. 

Promoting Your Business With Ease

If you would want to promote your business and perhaps establish your name in the local area, drop off your business cards in stores and boutiques where your clientele is accessible. This is a small gesture that easily links you to a potential network. You can be up-to-date with the new trends and business activities.

Many stores also offer discounts and freebies to those people who give them their business cards. Other companies use collected business cards to survey the audience that they attract. Knowing this information, it is easier to appeal to specific target markets. You can use this tactic for your business as well.

Business cards should be handy at all times so you can share them with people who might be interested in your products or services. As an entrepreneur, you should never leave home without one!

 

Contributor: Joe Witte

5 Quick Ways to Improve Your Company’s Identity

Add a spark to your corporate identity and boost your online presence.  

1. Add a Blog to your website
   Have an open discussion online about your company and the products and services you provide. Blogging is a fun and affordable way to have direct involvement with your clients. It allows you to offer advice, news, or promotions about your company on a regular basis. A blog also exhibits you and your business as the expert in your field, boosting your credibility and confidence with potential and existing customers. Blogging can open the door for feedback and discussion between you and your clients. By providing an open forum, you can gauge your company’s performance and your customer’s wants or needs.  
2. Email Signature
   Let your clients know who you are and what company you represent. Sign all of your outgoing email messages with your name and company logo. A graphic signature will immediately be attached and included inside all of your outgoing emails. Ditch your boring text signature, and send a visual reminder about your brand with every outgoing message.  
3. Email Marketing Template
   Impress current and potential customers, by sending a professionally designed email message. By establishing your brand in the valuable real estate of your customer’s inbox, you can cheaply and effectively advertise your business and build brand awareness to already pre-qualified customers. Unlike a blog, your customers don’t need to search to find out about your company, the news comes right to them!  
4. Post Card
   Update current or former clients of what your business is up to. If you have a new product or service that you are promoting, no one will know about it unless you inform them of your updates. A branded post card is an excellent way to show off your identity and bring in more business by making sure your clients know of your new ideas. Not only will a postcard enforce your branded identity, it can be an affordable sales and promotional tool.  
5. Electronic Brochure
   An electronic brochure is a great way to grab a client’s attention. Sending your clients an electronic version of your print brochure reminds them of your business’ unique services or products. It’s a great informational tool, which can also contain hyperlinks right to your webpage. This way, customers will always know how to find you.  

 

Contributor: Joe Witte

Using Social Networking to Promote Your Business

Obviously, taking your business to “where things are moving” starts with some kind of company site.  The question is—How do you use this site?  Or, even more pressing, How do you leverage the vastness of the web to bring people back to your valuable little corner?

Whist there are a myriad of different strategies and this topic has been discussed on numerous blogs in much depth, let’s close in on leveraging Social Networking.  I don’t think the argument needs to be made for interaction within these communities, but just in case, Christopher Carfi, an expert at building trust with the customer explained:

“Deceptively simple, online social networks contain great power. They change the online space from one of static web pages and stale marketing messages to a live, vibrant  network of connected individuals who share their abilities, expertise and interests.”

Originally posted on The Social Customer Manifesto

Heads up: ‘Social Networking’ is the big broad general term.  However, there are distinct differences between social networks, social bookmarking, social news, social media, blogs, and micro-blogging sites. (I know, that’s a lot!  More on these later.)

GETTING STARTED:

Before you or your employees unleash your efforts and dive headfirst into the “social sphere” you need to set some boundaries and define a few things:

WHO YOU ARE:

• Know the image you are projecting (literally and metaphorically).
• Come up with a slogan or catch phrase and stick to it.
• If you don’t own a URL yet, make sure you get one before you start your campaign so you can have everyone spreading the exact same links

Realize that you are climbing the “branding hill”.  Consistency is key!

KNOW YOUR AUDIENCE:

OK, here is where you’ll need to understand the difference between all the ‘socials’ involved in Social Networking.  Here’s a brief glimpse at each:

• Social Networks: like MySpace or Facebook. Meet friends and show the world who you are.
• Social Bookmarking: like Magnolia or Del.icio.us (or related recommendation system Stumble Upon), share your bookmarks with your friends and find what they like.
• Social News: like Digg or Reddit. Submit any type of content to be voted upon by other users.
• Social Media: like YouTube or Flickr. Share your videos or pictures and comment on others.
• Blogs: like Mashable (on social networking) or Technorati (on technology). Keep people informed by writing a post or article. Include visuals. Best online source for writing blogs is Skellie.
• Micro Blogging: like Twitter or Tumblr. Let people know what you’re doing, what you’re interested in, or whatever – sort of like an “away message” on instant messenger.

How do you know which ones to target?  It all depends on you and your business.  If your product is music, like mine, then you probably won’t be spending much time on a business social network like LinkedIn Instead you might use one like ShareNow.com – the creators of Lifestyle Social Networking (my current employer) where you can participate in different communities based on common interests.

INTERACTION:

You are you – so maintain your you-ness!  People don’t want a generic response, pretty sure they never did.  They are done with corporate emails and packaged statements.

While it may be time consuming to actually communicate with people, Aaron Uhrmacher at Mashable tells us that “Social media platforms help facilitate conversations between individuals, not companies” – you are absolutely relished by your consumers.

Your goal is to establish a relationship here.  You represent a company or product, but because you are still you people will take the time to listen.  You need their trust or you will be written off to the spam pile.  Once you’re in that pile it’s over.

The type of relationship you are looking to forge will give you an idea of what medium you will use to communicate (which will, in turn, shed light on the appropriate people within your business who should do the communicating.)  Should you be putting up funny video responses to spread virally?  Creating a fascinating blog?  Running contests and promoting them with micro-blogging?  Maybe you build a widget that can be embedded across the net… or eventually all of the above!

Don’t forget—be open and honest about who you are and what you do!  Otherwise you will be found out.  It’s inevitable!

PURPOSE:

Keep the bigger picture in mind!  Your only investment here is time, but the fact remains that time is limited.  Find the balance between infiltrating the entire internet to splash your link everywhere and only getting to know a select crowd on one or two communities.  Maybe you split your task into a job for two or three people.

Using Social Networking to promote your business puts you directly in touch with your consumers.  Have fun with it!

 

Contributor: Brad C. writes the Official Blog for ShareNow.com – the LifeStyle Social Networking community and spends most of his waking hours either riding his motorcycle or performing around Los Angeles

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