Displaying items by tag: social media - Page 7
From time to time, re-evaluating which social media networks work best for your company and re-defining your strategy according to changes in features and functionality, can either leverage your business to new heights or create havoc with your sales cycle.
As a firm believer that "you cannot be everything to everyone", it makes perfect sense to spend time looking at the various analytics relating to social media, the demographics of each platform and how it applies to your target audience, brand authenticity and collaborations with clients and partners.
When it comes to b2b marketing, the decision on what social media networks to use and invest in becomes significantly easier.
In case you haven’t seen it, the Korean music star pops some hilarious dance moves while wearing his trademark sunglasses, tuxedo and loafers and has enjoyed global fame since his video’s release.
Before it became all the rage, I watched the video just a couple of months ago when my friend recommended it for its catchiness and cool moves. I watched it and was amused, but that was about it. It was out of my mind after a couple of hours.
There has been one consistent marketing platform that has been more central to a marketing strategy in the past couple of years, than any other marketing activity bar social media.
Content MarketingIf you have been hearing this buzz word for some time, and haven't done anything about it, then you are in a minority. Unlike the phases of social media platforms and apps popping up into our strategies then quickly falling to the way-side, content marketing underpins all online marketing strategies, whether we like it or not.
"We have a client that is 100 per cent focused on using content to drive leads in the next 12 months and this trend is catching on with many other small businesses," said Julie Schoneveld, CEO, Marketing Eye.
"It's not difficult to out-perform your larger competitors through mileage out of content marketing that is useful, targeted and information rich."
During the week, I had a conversation with another provider for one of our clients. They are basically graphic designers who have done the odd website development. From my conversations with them, I am almost certain that the website developer is either a freelancer or a graphic designer who has learned to use Wordpress. There are some things that are really obvious in the work they have just completed.
The website is terrible. It does have pretty pictures, but that it! No real strategy has gone into the websites development. The home page is as long as any scroll you have ever seen - literally, right down to the floor. It is full of blank space and menu buttons that should not be on the home page let alone part of the main section of the website.
They seem to be capable graphic designers althought their understanding of brand is reasonably limited - but that is not the end of the world. A marketer can always fix this problem.
But the website is a deal breaker. Worse than that, they now proclaim to be experts in online "communications" strategies to the point whereby they think that our mutual client should not be engaging in any meaningful social media communications. "No-one is going to buy their services because they are on social media".
Is this company sitting under a rock! I know they are in a regional area of Australia - but seriously, where have they been hiding?
Every marketing strategy needs to first look at who the target audience is and understand what makes them tick and how they can integrate areas of marketing to enhance direct communication in a meaningful way.
In today's environment, no marketing strategy can survive without being fully integrated and no matter what business you have, it needs to be online and visible to your target audience and influencers in some shape or form - otherwise, you won't survive.
When I look at an online strategy, the first thing I do is look at the customer.
Then I take a look at where our clients will find them and how they will find our clients.
From a tactical perspective, many clients want things like 100,000 people clicking onto their site every month or more Twitter followers, more fans on facebook and so on. The reality is that the numbers mean nothing and any marketer knows this.
You can BUY followers on any of these platforms and have 50k people following you on Twitter in a matter of weeks, but none of them are going to buy from you or go to your website and spend time viewing what you have to offer.
They are fake. Not real. Worthless. Cost money with no real return on investment other than some short term ego feeding.
Meaningful engagement with followers, fans and people coming to your website may mean fewer numbers on your marketing strategy, but more sales and bigger profits.
Specific goals for your social media plan need to be actionable, and achievable.
- Creating a buzz around your brand: product or service
- Walk people through what you have to offer, so should they need your product or service, they know where to find it
- Engage your social media followers in meaningful conversations that lead to inquiries, sales, referrals and word of mouth conversation
- Gain market share through providing a better customer experience and interaction via social media networks
- Generate leads
For those who are still not keen on social media in the business to business environment, consider the facts:
- Facebook has more than 955 million users with a majority between 18-25; 60 percent of which are female.
- Twitter has more than 555 million users with a majority between 26-34; 57 percent female. Communicate in real time and get the news faster than any other medium.
- LinkedIn is the number one social media tool for business to business marketing with more than 150 million users. Majority between 26-34, directly followed by 35-44.
Creating meaningful content is key. At Marketing Eye, we find a good mixture of blogs that relate to business, marketing and life, ensure that our followers and fans are engaged and want to communicate with us through our many social media mediums.
Remember: Each business is different. You do not need to be like the business next door to you. You should do what works for you and the people you are engaging with. Don't focus on the numbers. Keep track of how much interaction you are having with people on social media and where they are landing on your website or what type of interaction you are having with them.
Cyber bullying exists but often its the ones that cry that they have been bullied, that have infact in some shape or form contributed to the situation. There is a social media protocol and simple solution to most things. "Block" exists and if you ever want to not read something being said, it simply takes you a few seconds. Secondly, never feed the situation - and that goes online or offline.
In the case of Charlotte Dawson, it was her blatant put down of New Zealand, her place of birth, that started the ball rolling.
Retailers were slower to discover the benefits of using bloggers and affiliate sites to reach their target audience, but those who have taken seriously the trend that has absorbed the world in the past five years of social media engagement are seeing a lower cost marketing platform that is complemented by a more loyal and trusted customer base.
In no time, I responded. "Depends on whether I am married and have other plans" or something to this effect.
As many of you know, I write a blog most days which is receives thousands of visitors around the globe, many loyal enough to read my blog within minutes of it being posted.
Where is everyone?
It appears that I may have been a bit off the mark in a previous article. I claimed that Google Plus’ entry into online social media would spell the sudden demise of Facebook. At this point in time that appears to be false. It has become apparent that social media supremacy will come after a long struggle rather than the quick and clean coup reminiscent of the Facebook takeover of MySpace that I predicted.
Being an avid adopter of new technologies and in particular integrated marketing campaigns, I can assure you, I held on to his every word.