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You are here: Home / Archives for SOcial Media

SOcial Media

Developing A Total On Line Presence

By marketsimplicity on June 20, 2013

Developing a “Total Online Presence” –Why your business needs this to survive
By Brad Tornberg, E3 Consulting Partners, LLC.

It seems like developing a Total online presence is like eating Elephant – where do you start? For a startup it makes sense to first develop a strategy that defines your differentiation – your unique advantage and you ideal client. Once you have this then you can begin the process of tactical marketing to get your message across.

The most important thing you can do is to try to get people to know you. Like you, trust you, try what you’re offering, buy what you’re selling and then repeat the process and refer you to others. This is the new paradigm in today’s sales cycle or what John Jantsch calls the Seven Steps to Small Business Marketing Success.

The issues I typically hear are how much time and how much money will this take and I don’t have a lot of either. So the advice is always the same –do something, do it now and do it often. Keep a calendar and stick to it! Remember that small victories are still victories.
Simple tools such as Mailchimp and Unbounce will allow any level user to create a landing pages and create an email campaign that can collect names that opt in from the call to action generated. This content can be reused in ads for Facebook and Linked in and other sites. Simply create the landing page, go to bitly.com to create a shortcut link to your email and now you can create an email and put the link in the email to create a call to action. Remember the call to action needs ot be compelling (something for free – a free book, whitepaper, site visit, consultation, etc.) This is how they get to try out your special service or product – the try portion of the cycle.

Blogs are easy and free. WordPress makes it very simple to sign up and create a blog. The blog is crucial because the search engines reward content and if it’s original and pertinent you will rise naturally in the search engines. The blog is something that can be opted into with your above campaign and gives people a place to land to learn more about you and your business products and services. Blogging is something that needs to happen on a calendar like other marketing activities. You don’t have to be a writer. Use Google alerts and other listening tools to monitor or listen for certain key words and each day you will receive a summary of those pertinent articles or posts. You can repost, retweet or even comment on subjects that are in your sweet spot which makes you relevant and the search engines reward relevance by providing visibility in the rankings so you will be found by those who are looking for you.

My next post will be other tactical ideas to use in helping develop a total on line presence. Feel free to send me your thoughts and Ideas!

The 4 M’s of Social Media

By marketsimplicity on March 1, 2012

Success in Social Media is having a well-defined tactical plan of attack but rarely can you succeed based on this alone. Strategy is the tip of the sword and without it your tactics will probably fail. With that being said there are four important areas you should focus on when implementing any social media tactical campaign.

First – What is your Message? What is the purpose of the message? What is the reader supposed to do once they see your message? Is it simple and easy to understand? Does it take a long time to figure out what to do once the reader decides they want to act on it? Does it further your current marketing or sales cycle? What part of the overall cycle does this message address and satisfy? It needs to be clear and concise and to the point. It needs to cause an emotional response that gets the reader to perform an action. What is the response you are looking for from the message?

Second – What are the mediums you intend to use to convey the message? Social Media Geography is growing larger every day with new places and spaces to claim your real estate. My advice is to be careful here. Choose wisely. Realistically you can’t dedicate too many resources when starting out. You can always expand to other sites and places once the Monetize (# 4) portion is in place and giving you the expected return. Stick with the basics and those that may be specific to the types of customers you serve. The idea is to use the same message and spread it out across multiple mediums for maximum exposure and hopefully inbound capture and conversion. People will buy when they are ready to buy and having them know, like and trust you is how they try, buy, repeat and refer you. This is the goal of marketing and the hourglass philosophy of John Jantsch and Duct Tape Marketing.

Third – The importance of measurement. Measure everything. Social media is another tactic and should be measured and analyzed constantly. Use tools and analytics available from your vendors and providers or services like web trends, Google analytics. Etc. (some are pay others are free). Split your message and test it and don’t forget that just because its social media you shouldn’t ignore traditional marketing methods that have been successful since marketing became a discipline.

Fourth – Monetize. What is your definition of how it monetizes? For some it may be the sale for others it may be a goal like contributions or a certain level of social awareness. At the end of the day how does the message eventually convert to a sale? If not does it increase transaction velocity (quicker sales close cycle) or improve your social following and reputation? The definition of the sale has also changed with social media. It can now be defined as any transaction that creates a ripple economic effect for the institution involved in the message.


The 4 M’s of Social Media

By writeminded on March 1, 2012

Success in Social Media is having a well-defined tactical plan of attack but rarely can you succeed based on this alone. Strategy is the tip of the sword and without it your tactics will probably fail. With that being said there are four important areas you should focus on when implementing any social media tactical campaign.

First – What is your Message? What is the purpose of the message? What is the reader supposed to do once they see your message? Is it simple and easy to understand? Does it take a long time to figure out what to do once the reader decides they want to act on it? Does it further your current marketing or sales cycle? What part of the overall cycle does this message address and satisfy? It needs to be clear and concise and to the point. It needs to cause an emotional response that gets the reader to perform an action. What is the response you are looking for from the message?

Second – What are the mediums you intend to use to convey the message? Social Media Geography is growing larger every day with new places and spaces to claim your real estate. My advice is to be careful here. Choose wisely. Realistically you can’t dedicate too many resources when starting out. You can always expand to other sites and places once the Monetize (# 4) portion is in place and giving you the expected return. Stick with the basics and those that may be specific to the types of customers you serve. The idea is to use the same message and spread it out across multiple mediums for maximum exposure and hopefully inbound capture and conversion. People will buy when they are ready to buy and having them know, like and trust you is how they try, buy, repeat and refer you. This is the goal of marketing and the hourglass philosophy of John Jantsch and Duct Tape Marketing.

Third – The importance of measurement. Measure everything. Social media is another tactic and should be measured and analyzed constantly. Use tools and analytics available from your vendors and providers or services like web trends, Google analytics. Etc. (some are pay others are free). Split your message and test it and don’t forget that just because its social media you shouldn’t ignore traditional marketing methods that have been successful since marketing became a discipline.

Fourth – Monetize. What is your definition of how it monetizes? For some it may be the sale for others it may be a goal like contributions or a certain level of social awareness. At the end of the day how does the message eventually convert to a sale? If not does it increase transaction velocity (quicker sales close cycle) or improve your social following and reputation? The definition of the sale has also changed with social media. It can now be defined as any transaction that creates a ripple economic effect for the institution involved in the message.

Reflections on Penn State, the Eagles and Social Media

By marketsimplicity on November 14, 2011

The revelations over the last week concerning Penn State is a sad story that in one single event brought down one of the best known brands in our country – the squeaky clean brand called “Penn State”. Yes it’s still a great academic institution and yes they will survive this disaster because there are so many successful graduates in our business community that will see that it does get fixed but it points out a few things that are worth mentioning in terms of brand and social media.

I used to have a boss who always said – one atta boy equals one oh crap (I’m cleaning it up here folks) and boy did that hold true. It may be a big oh crap but none the less it is this one incident that has brought down the house of Paterno and forever scar his reputation. All those years of building good will is gone. All of the trust in the program and Joe as a coach is gone. A man spends a life time building something great and in an instant it is gone – makes you think doesn’t it?

Your brand is about your reputation. It has to remain pristine at all times. With the speed of information today and social media if you don’t protect your brand you’re doomed. There are a lot of things going back and forth about this on the social pages but it will live forever and making it even harder for the stigma to go away.

Your brand better live up to its expectations also. One bad mark and your competitors have dirt on you and can use it against you. If you say your product or service is great and exceeds all expectations it better! Look at the Philadelphia Eagles – billed as a “dream team” they thought just walking out on the field would be enough to guarantee victory. Someone forgot to tell them this is why they play the game. You may have the greatest individual players but this like a business is a team sport.

This team was branded as the “dream team” by one of their own players. It has been anything but a dream season for the Eagles and what makes it worse is by positioning themselves (or advertising themselves) as better than they really were they created the famous expectation-delivery gap causing criticism from everyone. The bottom line is they didn’t deliver on what they promised. What impact has this brought upon their “brand”? I would bet that merchandise and jersey sales are down. Fans and the media are calling for the head coaches’ job. It’s a mess.

Why? Because the impression that was given was that they are much better than they have been performing. Fans are using social media to abandon the ship. If the Eagles were “listening” to the social sites they would see a diminishing interest in their brand. You’ve work hard to build your brand so make sure you protect it! Remember people are listening…


It’s all who you know – CRM and Social Marketing

By marketsimplicity on October 11, 2011

Perhaps you have noticed the trend towards Customer Relationship Management Solutions incorporating social media into their solution set. Microsoft recently announced that their next release of CRM will incorporate many of the popular social media sites being integrated into their solution. Act has already released and continues to enhance these same social accelerators. Salesforce has many new tools that allow you to monitor and collect information form social sites into their CRM solution.

The real question is why is this trend happening? Is it because of the current popularity of all of these sites or for a bigger and better reason? The answer is simple. The change is occurring in the core definition of social media and the how CRM uses social media to accelerate the velocity of the customer lifecycle and hence the transaction. Businesses are looking for that competitive edge that gets them in front of the client quicker with a better targeted solution at a time they are ready to buy. Listening allows you to identify the pain of the prospect and spot opportunities that are much more targeted and in line with their business goals.

Social Media is no longer just about telling a story or for marketing a business or idea. It’s about listening to what customers are saying about you and your business (and for that matter your service, product quality, the friendliness of your employees, etc.) It’s about spotting trends, collaborating with your customers and prospects to put out product and services that they need and want.

CRM and Social Media have a lot in common. They both help identify opportunities, listen for needs based on responses, feedback or even behaviors. They can identify trends, suggest ideas and add value to the customer or prospect and their overall experience. It gives you the ability to get a jump on your competitors before others do.

Social Listening is important to business success in today’s market. People want to know were experiences with your product or service good or bad? Are there others who preach your product or service? Do people who use your product or service have a platform or place where they can collaborate and from this you gain intelligence through these “conversations”?

The two terms are becoming one in the same and a new term is evolving – Social CRM. The Social media gives the business owner a tool they never really had available unless they called or spoke directly to their customer – the ability to filter through information and gain a clear insight into what customers or products are saying. Is the product to expensive? Are there too many problems? How is the customer service after the sale?

If you aren’t thinking about using any of the listening services (Google Alerts, Twitter, etc.) you are really missing out. It’s just the beginning of the universe for listening in CRM. It gives you the ability to get information before your competitors and after all, it’s who you know when it comes to getting new business.


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