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.

What You Should Know About Mobile Marketing

When shopping at the mall I take photos of a cute top or fabulous pair of jeans on my mobile and email it to my sister for her opinion.  I sometimes send her a BB (blackberry instant message) with a link to the store’s site. She in turn sends me links to items she would like me to purchase. While in the store I open the link…show the item to the sales person and then I am off.  No printing of lists (saving the trees!!) or trying to remember what she wants. Now my fellow marketers, do you see the goldmine that awaits you on the mobile phone?  Each link I send or receive from my sister includes ads on the landing pages. Hence I am enticed to shop for other items. This month my magazine subscriptions have been chatting about mobile marketing.  This post summarizes some tips from American Marketing Association’s (AMA) Magazine, Marketing News. I look forward to reading your comments about mobile marketing.

According to the Marketing News article Tao of Mobile Marketing (written by Elisabeth A. Sullivan), “Eastern markets like Japan and South Korea have led the way for mobile marketing. While the power is shifting noticeably westward—especially as the iPhone’s technological tentacles wrap around the globe—US marketers can learn from Eastern marketers’ mobile experience.”

• Think Strategically, Not Just Tactically—US marketers think of mobile marketing as a one-time marketing campaign vs a completely integrated marketing strategy.
• Look Beyond the iPhone App—In Japan, South Korea, Australia, Hong Kong and Singapore, marketers’ focus include additional interactive options such as Text Messages (SMS) and Quick Response Codes (QR Codes).
• Create an Effective Call to Action—Call to action should tempt people by giving them a sense of what they will get if they text your company or log on to your mobile website.
• Make Mobile Part of Your Multichannel Strategy—Asian markets have a call to action for mobile on all branding campaigns…”text for more information or visit mobile site”

Just the STATS

67% of the world’s population is using mobile phones, compared with only 26% who use the internet.
(Source: Marketing News, United Nations’ International Telecommunication Union February Report)

East Vs. West

(Source: Central Intelligence Agency’s World Factbook, www.cia.gov   * in 2009   **in 2008)

6 Ways To Stay In Touch With Your Clients

Staying in touch is an effective marketing tool because it keeps you at the top of the list with your clients and prospects.  Here are six simple low cost ways you can stay in touch with your clients or customers:

1. Create an eNewsletters
   Build on your relationship by sharing industry news, special offers, or invitations to events. Importantly, eNewsletters contain links to drive traffic back to your website. This means people will see more of your brand image, and can read about your products and services.
2. Sponsor Events In Your Community
   If the opportunity presents itself, sponsor your community church, school or sports team. Your contribution does not have to be monetary.  Give of yourself—give your time.
3. Use Postcards For Announcements
   Postcards are not used for coupons or sales only.  Send a birthday wish or boast about an industry award. There are an infinite number of things to share with your customers using the postcard.
4. Share Articles
   You can stay in touch with your clients by reading newspapers and magazines. Be aware of your clients’ interests to occasionally clip an article or a quote that might interest them. Don’t forget to forward pertinent Internet stories (no jokes or chain letters please).
5. Send A Hand Written Note
   Never underestimate the power of a simple thank-you note, remembering a date or a place that’s important to a client, or a note of congratulations.
6. Take Your Client To Lunch Just Because
   No sales pitch, no pressure—have lunch (or breakfast or coffee) just to shoot the breeze. Catch up on new interests, problems, additions to the family, etc. Then follow up with a note saying “it was fantastic to catch up with you today, here is an article on preparing your child for college…”

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.

“Guerilla Marketing” In The Bronx

Guerrilla Marketing is defined by Jay Conrad Levinson in his book Guerrilla Marketing.  The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term has since entered the popular vocabulary and marketing books.

Guerrilla marketing involves unusual approaches such as encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. Evidenced by my recent blog post on one of the things Blossom Flower is doing to increase profits.

Travis Bowens owner of a tax franchise, Instant Tax Service, located at 646D Neried Avenue (Bronx, NY) wowed the neighborhood with his grand opening stunt.  Travis worked with AARROWADS.COM to create a buzz in the town.  For 8 or 10 blocks from Travis’ office we could see men wearing bright red shirts and twirling signs with the name and logo of Instant Tax Service.

Take a look at the posted video featuring Erwin Pacheco (1-888-5-AARROW) and tell me what you’ve done in your neighborhood to earn the name “Guerrilla Marketer” or share what others are doing to maximize profits.

 

 

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

When Should You Use Door Hangers?

When beginning any marketing campaign, it is wise to stop and assess which marketing tools are right for your purpose, message, and target market. If door hangers are on your list of possible advertisements, the following list should help you decide if they should be a part of your campaign or not.

You should use door hangers when…

1. Reaching a Specific Target
   Door hangers are great when you to target geographic locations such as your local neighborhoods. Plus, they allow you to reach your target audience directly – in their homes – without the mailing costs associated with direct mail advertisements.
2. Advertising Locally
   One of the best ways to make a personal connection with local customers is through door hangers because you can personally deliver the advertisement. Further create that local vibe by including an image of your store location or a local landmark.
3. Promoting Your Website
   Sometimes it can be difficult letting customers know that you now have a website, or have revamped your website to be more user friendly. Door hangers are a great way to steer customers to your webpage by including a discount that customers can use when they visit you online.
4. Needing Accurate Results
   Door hangers are one of the easiest marketing tools to use for tracking results, especially when you include a perforated discount card that consumers can remove and bring into your store.
5. Wanting Face-to-Face Communication
   Of course, not everyone will be home at the time that you drop off your door hanger, but there’s always the possibility, much more so than with other marketing efforts. Just make sure that if your distributors are qualified to talk to prospects.
6. Advertising Prices
   Placing your prices on door hangers are becoming an expected part of door hanger design. The greatest benefit of including your prices is that all of your calls from interested consumers are pre-qualified.
7. Wanting an Advertisement that Will be Read
   Door hangers have the added benefit of almost always being read. Consumers have to take them off of their doorknobs, and almost no one can resist at least glancing at your offer while walking back inside the house.
8. Including a Double Discount
   Because you know your door hangers will get read, you can take advantage of this benefit and “one-up” your competition by including a double discount. Not only offer to clean your customers’ air duct systems but also include spraying an air freshener in the system for free. Plus…offers such as this really get the attention of consumers and make your services that much more desirable.

Contributor: Anna Cruz