Structuring Your Strategy: What are you REALLY selling?

Posted on by
Reply

So what are you selling?

No, not the easy, obvious, answer.

What are you really selling?

Do you know? Have you ever given it some serious, in-depth, thought?

The kid in the picture is selling lemonade, right?

Well…. sure. But that’s not all he’s selling. The lemonade is the vehicle for something more, something deeper.

When you stop by a lemonade stand on a hot summer day, is it really the lemonade you’re after? Probably not, right?

You’re likely making the purchase to feel good.

You’re helping out the neighborhood kid who has entrepreneurial dreams. It’s a win-win.

So what is he really selling you?

He’s selling you good feelings, nostalgia, a smile, maybe a chuckle about how seriously he’s taking this transaction.  The lemonade is a vehicle for all that.

So let’s think a bit deeper about your own products and services.

Every transaction solves a problem of sorts – fixes a pain. If everyone were perfectly happy and in need of… nothing… capitalism, and the entrepreneurs that drive it, would quickly be caput (that’s a technical term).

The first step in your marketing strategy – be it social media or more traditional methods – should be to deeply analyze the problem your product or service resolves. What’s the pain and how does your widget make that pain go away?

Once you have that initial answer, go deeper still. Ask yourself what has that solution made possible for your client?

If it helped them make more money, does that mean they can now save more for their children’s education? Perhaps now they can purchase a badly needed new vehicle. Or go on a long-awaited vacation. Or move into a nicer home.

Can you see the power behind this?

When you root around to the deepest levels of the benefits you bring, you have a much more significant marketing message. You intimately know your target audience and how your product or service can uniquely help them. You will bring a more impactful message. The more personally you speak to them, the greater their trust of you and what you are selling.

You “get” them. You understand exactly what difficulties they have and you bring something to make it  better. To fix it.

So now let’s do an exercise.

The Power of the Five Whys

Have you heard of this technique? It was first put into use at Toyota to find the root cause of engineering problems. Since then it has been used by experts in many other industries – including marketing.

Your product or service solves a problem. What problem and why? Use the method of asking “why” five times to get to the root of why your target audience will buy from you. What makes you unique? What is the problem you really solve for them? What benefit do you really bring?

Design Your Marketing Message Around
The Deepest Impact Point

I’m not suggesting you necessarily come right out and address that deepest issue – or maybe you do, depending on how bold your marketing strategy is – but, at the very least, you must keep it in mind. It speaks volumes about how you will touch your audience in the most meaningful way.

Specifically speaking in terms of social media strategy: It’s all about the conversation. Conversations get personal. They are usually question-and-answer sessions between two or more people. Be sure to let your audience know you’ve thought about the question of why they will choose to buy from you. Your insightful marketing message will convey that you know it’s a choice, and you understand their pain, and that you bring the best solution.

Be creative and don’t be afraid to think outside the box. The unique value you bring is what will close the sale for you.

Do your homework. Ask the five whys. Become the saving grace for your target market.

Go forth and dig deep!

Share

3.74 People (or less!) Separate Us

Posted on by
Reply

Photo Credit: Hartwig HKD via Compfight

Our world is shrinking.

But you knew that, right? All this “social media stuff” is making it easier and easier to connect with others on a truly global scale. Amazing really. Remember when it used to be six degrees of separation?

The latest data suggests that we can connect to anyone in the world through less than four links. The number is 3.74, to be exact.

Let’s talk about Facebook specifically. People using Facebook, on average, have about 100 “friends.” In a study conducted by Facebook in May 2011, they concluded the average “distance” between any two people on their network was 3.74 degrees.

What is the significance of these numbers, in practical terms? Is it really possible to get to the Queen of England through less than four connections of your connections?

The real question becomes this: How familiar are you, honestly, with all your social media connections?

Do you have a process of deciding whether or not to “approve” a friend, or connection, request? Or do you just say yes to anyone and everyone? And do you have an opinion on which method is better?

I do have an opinion – and it is one I adopted many years ago when first joining LinkedIn. I prefer to have actually met the people I connect with, and to have had at minimum a meaningful conversation with them. That is not to say there are not exceptions to my own rule, there most certainly are. The question I ask myself in its most basic form is: “Would I feel comfortable recommending this person to another of my connections?” If the answer is yes, I accept the request. It’s really just that simple.

Group interactions on LinkedIn are blurring this line. Many times we connect with people in our industry through Groups and thereby expand our sphere of influence. Using Groups in this manner is extremely beneficial for our business networking as it pertains to finding new leads and prospects.

Facebook Groups are exactly the same. If you belong to one, you can relate (pardon the pun). Have you “met” people all across the country and world simply through a mutual interest? I know I have.

Coming full circle then, how does one use this shrinking world to one’s own advantage?

It requires a new mindset for us non-native technology users. By non-native I mean those of us who were born in a time when you actually did have to go out and meet people in person, face to face, and exchange handshakes and business cards (no phone “bumping” to magically transfer contact information).

These new times beg for new thinking about leveraging our social media connections. Here’s 3 quick tips to help you along:

  1. Scan through the connections/friends/follows of your network on Linked In, Facebook and Twitter. You may see someone there who would be a great connection for you. If so, ask the mutual acquaintance to make an introduction.
  2. As mentioned above, use groups on LinkedIn and Facebook to make new connections. By sharing a common interest in either a specific industry or expertise, you already have a starting point to deepen a casual interaction.
  3. Use LinkedIn and Twitter to do research on organizations and people you would like to get connected to. Follow the company. Research what 2nd Degree connections there may be within your existing network.

Social media has made it possible for us to find more networking opportunities, more quickly, than ever before. You can now research, stay informed, and get introduced to people that may previously have seemed completely out of reach.

Remain discerning in how you build your networks, as you would in “real life,” and you will soon have a powerful worldwide pool from which to source new leads and clients.

The world is most definitely shrinking. But then you already knew that.

Share

Facebook Timeline: Are You Doing It Right?

Posted on by
Reply

March 30, 2012. Do you remember where you were and what you were doing?

It’s been about a month now since Facebook made the transition to the new timeline for profiles and business pages.

How are you holding up?

Since the transition was mandatory, we all came along for the ride. Some of us went happily, others were kicking and screaming – as so often is the case when we resist change.

Personally, I’ve drunk the timeline koolaid and would like to share with you how you, too, can make the most of this latest major Facebook update.

Let’s talk about business pages only in this article. There are nine major aspects to a timeline conversion. I will tell you what they are and what your action step should be.

Resistance is Futile

Cover Image

What is it: The most visible change is the cover image. A nice big piece of screen real estate. However, you may not include advertisements, contact information (web address, email, phone, etc.), “Like” requests or calls to action of any kind.

Action Step: You must get creative and put thought into branding. Think of it as a visual introduction to your company. Upon meeting someone, you wouldn’t immediately throw your contact information into that person’s hand (at least I hope you wouldn’t). You say your name, a little about what you do and put the focus back on the other person. Remember, Facebook is about interaction, not you simply talking TO your audience.

Brand Description & Info

What is it: This hasn’t changed much in practical terms. It’s in a prettier package now, and easier to read, but the basic info you entered at one time is still there.

Action Step: Write a nice looking paragraph (or two or three) and say something significant about who you are and what services/products you provide. Make it count, write it well.

Feature Apps

What is it: We no longer have the luxury of many tab links on the wall (which is now called the timeline). We are limited to four which are visible and one of those MUST be photos. The good news is a dropdown menu is displayed at the top of inside tabs which shows ALL the available tabs.

Action Step: Choose the three most relevant pieces of content for initial display and links. Then choose custom images for these tabs/apps that are easily recognizable and describe the content well.

Adapt the Welcome Tab

What is it: The default landing tab is now obsolete and the Welcome tab is simply another tab. See above for discussion on Featured Tabs and see next two points for discussion on new tab width and the removal of Fangating.

Action Step: You must decide if your old Welcome tab is worthy of one of the Featured tabs.

Remove Fangating

What is it: With fangating, a visitor to your page clicked Like to see Fan-only material. It was a method used to increase page fanbase by incenting with exclusive content. This is no longer possible with the new Facebook timeline layout.

Action Step: If you have Fangating tabs, remove them and substitute other content.

Adapt Tab Content to New Width

What is it: The new timeline layout allows for 810 pixels of content width (vs 520 pixels with the old page layout). This is very exciting because it allows you to actually “push” web content through the Facebook interface. It blurs the boundary between Facebook and your actual website.

Action Step: Adapt the width of your custom tabs to take advantage of the new width.

Develop Brand History

What is it: The “backbone” of the timeline layout is, well, literally… the timeline itself! In the upper right hand portion of the page you will see a vertical display of years. The longer your company history, and the more content you add to reflect that history, the more robust your timeline – and it will reflect in this display of decades, years and months.

Action Step: Use the timeline to build the history of your company and brand. Add content that describes milestones so your customers and prospects can see your corporate story.

Pinning & Highlighting

What is it: It is now possible to highlight wall content and “pin” certain posts to the top of the wall. This means important announcements will not get lost as they scroll down the page when new content is added. Highlighted content will expand to double column width.

Action Step: Use pinning and highlighting as a means of drawing visitor attention to specific information and posts. Leave a pin up for at least 1-2 weeks to get full benefit.

Clean Up the Wall

What is it: Now that all your design work is done, it’s time to do some housecleaning. This is a very user-specific step and only you and your designer will know what it means to your company.

Action Step: Review the wall contents, decide what stays, what goes, what gets pinned and what gets highlighted. Add some, remove some, make it yours. Tell your story. That’s what Facebook timeline is meant to accomplish.

If you need further assistance….

Why Didn't You Call Me?

Please feel free to visit me on Slideshare to get more details and specific screenshots of what this all means and where it lives.

If this makes your head spin and you just want someone to “take care of it” for you, I would be honored for you to contact me directly. I will make it happen. Just click the Contact link above and I’ll be in touch shortly!

Share

Three POWERful Tips for LinkedIn

Posted on by
Reply

There were 147 million users – and growing – on LinkedIn as of January 2012.

LinkedIn had a growth rate of 45% in this past year.

Undoubtedly, professionals all over North America and the world are using it to promote themselves and their brand within their network – and beyond.

The three tips below will help make you a POWER user and build the respect you deserve.

1. Keep it professional.

LinkedIn is for professional networking. Period.

It is a 24/7, 365 day per year, networking  event – an opportunity to connect with like-minded experts all over the world. It is imperative to put forward your best professional image at all times.

While Facebook is designed for socializing on a rather personal and informal level, LinkedIn is all about the business.

Ask yourself this question when posting a status update on LinkedIn:  “Is this something I would consider appropriate subject matter at a networking event or when speaking to a colleague with whom my relationship is strictly professional?” If the answer is, “No.” then the update is likely better suited to a more personal media, like Facebook – or even Twitter.

How do you want to be perceived?

Keep this in the forefront of your mind when interacting on LinkedIn and you won’t go wrong. Just as you put on your best duds for a networking meeting, you should put your best manners and etiquette forward when using LinkedIn.

2. Ask before writing a recommendation.

Writing a recommendation for a colleague, client or coworker is a great way to show your support and help build credibility for them – as well as yourself.

Recommendations can be powerful marketing tools – when written with a specific goal in mind.

I would invite you to contact the person for whom you plan to write the recommendation before writing it. The ideas you have for how best to help them may actually not speak to the specific keywords and points they would like to promote.

If you ask before you write, you reap the following benefits:

  • Save re-writing time for yourself – the receiver always has the opportunity to approve before publishing, and they may ask you to make edits if you write before asking them for guidance
  • Save an uncomfortable moment for the recipient – they won’t need to ask for that above-mentioned edit… or two or three
  • You will likely be shown the same courtesy in return – should they be kind enough to write a recommendation for you, they will check with you first before sitting down to the keyboard on your behalf

Everyone gets what they want – it’s a WIN-WIN situation. What can be better than that?

3. Customize the Connection request message.

How many of us have received Connection requests from people whose names we do not recognize? Most of us, correct?

When you take a moment to customize your request to Connect with someone on LinkedIn, you show respect and you make it an easy decision for them to approve that request.

When writing the note, keep it short and to the point. LinkedIn limits the number of characters you are allowed and, after all, time is money, so it’s best to be brief. State how you met them, cite something interesting from your interaction with them, and then be gracious in your request. “If you are so inclined, I would like to add you to my network.” Make it known to them you understand connecting is a choice, not an obligation.

And it’s as simple as 1… 2… 3…!

LinkedIn is a tool for building your professional network, staying in touch on a business level and, let’s be honest, touting your own expertise and accomplishments. By following the three simple guidelines above, you will be perceived as professional, thoughtful and courteous.

We do business with people we know, like and trust. Use your network on LinkedIn to build credibility, reputation and POWERful connections.

Happy networking!

Share

The Power of Persistence

Posted on by
Reply

Social media marketing is about persistence.

You may hear about videos and brands going “viral” overnight but the fact is, that’s a very small percentage.

You must have a plan, execute the plan and persist with the plan.

So let’s talk about that word “persistence” today.

How many of us have set goals only to meet obstacles? Many times, correct?

The ROI isn’t what we expected, the target audience isn’t jumping on our bandwagon at the mention of our name.

You get revved up about an idea, your start on the journey to make it so, and then things don’t go smoothly – or perhaps just not as smoothly as you had expected.

The thing with life, in general, is that there are bound to be disappointments. We all know it. The reason you have “the plan” though – that marketing strategy we all preach on – is to be prepared for the bumps in the road which you know are coming.

So you hit the bump. Then what happens? Do you throw your hands up and stop the campaign? Do you revise the plan and push forward?

Do you persist? And do you persist with aim and purpose or do you wander along blindly, stabbing in the dark, never really re-gaining the focus on the prize?

What we choose to do next, after the obstacle presents itself, will make the difference between success and a string of failures.

And those failures are truly something to be avoided. They will, in turn, lead to damaged self-confidence and perhaps even a damaged image for the brand.

Another life fact we all know is this: It’s easy to quit. In fact, for most of us, our natural inclination is to do the easy thing. So, we curse the universe for our blighted fate and… quit. We give up.

As a society, we have become accustomed to taking the fast and easy way out. We want immediate results. Waiting is not an option. It’s now-now-NOW! Right?

“Good things come to those who wait.” Remember that oldie but goodie? Do you live by it?

If the answer is no, take a few minutes to contemplate why. Is fear stopping you? Fear of failure? Fear of success, perhaps?

What is it that allows you to take your eye off that prize, that goal, you set for yourself?

And what would happen if you pushed past that fear and doubt and…. persisted?

Think about becoming a person who refuses to be knocked from their path. Someone who will persist even when that path gets rough and rocky.

The people who do so are bound to experience victory. Not only in the short term, but in life as a whole. Their brand will flourish, they will get the sale and the profits will be had.

When we push through the tough parts, some interesting things happen both in us and around us.

The very act of “pushing through” our own barriers of fear and doubt brings a rush of exhilaration and self-confidence. We suddenly realize the fear was unfounded, that are limits are higher than we dreamed. We can ride this boost in self-confidence, then, to greater heights. In other words, it propels us on a wave of optimism. Our trust in ourselves and our abilities goes up and we view our future as much brighter.

Another curious thing that happens is others begin to see us differently and to take us more seriously – both personally and as a brand. When those around us see the bravery we exhibit by facing our fears and persisting, they gain more respect for us as people and as experts in our field.

We respect those who do things we ourselves are fearful of doing.

Is this a POWERful concept? Do you have what it takes to push through your fears, to be persistent… unto victory?

I believe you do. I believe we all do.

When we are persistent, we build self-confidence and respect. We prove to ourselves that we can do the things many others cannot. The value in that lies in how we approach the next goal. The key is to remember the past success(es) and build on them. Those experiences of exhuberance in the moment we broke through the barrier lead us to higher places.

What will you do today to push through a barrier? How will this change your marketing strategy? Will you persist?

Unto victory?

 

Share

Did You Friend Your Boss?

Posted on by
Reply

In the last seven years, Facebook and other social media sites have significantly changed how we connect with each other outside of the workplace.

As has always been the case, boundaries remain a big concern when managers and their direct reports choose to take the relationship to the backyard barbecue or Saturday paintball.

In a recent whitepaper by Russell Herder titled “Making the Connection – How Facebook is Changing the Supervisory Relationship,” the strategic marketing firm reports some interesting statistics.

If you are under 35, you are more likely to have concerns about blurring boundaries with your supervisor and will “friend” him/her on Facebook. Older than 35? You are less likely to consider such fraternization appropriate behavior.

If you’re male and have “friended” your boss, you will likely interact on social topics while females keep things professional.

Who initiates these relationships? The answer may surprise you.

It is almost evenly split between the supervisor and the employee making the initial friend request.

What is the motivation for this?

From the employee perspective, the old concept of “having the boss over for dinner” is still very much prevalent. Employees are likely to foster social relationships – both online and off – to improve their opportunity for career advancement. However, an Adecco 2010 survey indicated that 61% of employees consider their boss to be “a friend” and 23% of those see their boss socially.

What doe the supervisor get from the online connection? Many feel it is a way to deepen the connection, foster team building and promote an overall sense of “feel good.” Others may be digging deeper into social media profiles as an unofficial way of judging character and lifestyle. All the more reason to remain “appropriate” in posts that your employer may see on your Facebook profile. (And this is a topic for another article, stay tuned.)

The sheer popularity explosion of Facebook (which now has 800 million active users, 400 million of those who log in daily) – combined with the amount of time one also spends in the workplace – make connections on social media platforms an obvious extension of these relationships. And the more you use Facebook, the more likely you are to connect with your supervisor.

Interestingly, Russell Herder’s surveys indicate that employees predominantly feel their social media interactions with their boss have no impact whatever on their job performance.

So what does all this mean in practical terms?

My own personal experience shows that, among the companies that do have a social media policy, it is often reactive in nature and usually disconnected from the overall “rules” set forth on other types of personal relationships (romantic, for instance).

It would seem that a written policy may indeed be beneficial but questions arise about the legality of restricting post content and with whom you can fraternize in your personal life. It also seems better policy to keep social media guidelines congruent with offline ones. After all, it really is all about relationships and appropriateness.

Corporate focus typically falls into two main areas of concern. First, risk management – in terms of what employees are posting about the company. And secondly, productivity – in terms of how much time is spent during the work day by employees using social media for personal interactions.

Clearly there are valid concerns on both sides of the table. So what should you keep in mind when a friend request comes in from your boss, or when considering if you should be the one to initiate that online connection? Keep the following in mind and you can’t go wrong.

1. To friend or not to friend. This remains a personal decision but should be based on a few key considerations. What is the climate of your industry? If it’s conservative, “friending” may not be appropriate nor desired. What is the personality of the supervisor? If it’s friendly and relaxed, this may be a great relationship-building opportunity. What is the precedent? Are others doing it? Should you join in? Corporate culture will often be a good indicator on whether or not “friending” is a good plan.

2. When it comes to etiquette in any business relationship, in person or online, it is best practice to remain ethical and professional. Your reputation depends on it. To err on the side of privacy and conservatism is always your best option. Decide how you want to be perceived and what are your goals, and act accordingly – especially in a social media relationship.

3. Facebook may not be the appropriate connection point. Perhaps LinkedIn would better suit your status, industry and corporate culture. When connecting on LinkedIn, however, remember that account settings determine who sees when you update your profile. Why is this important? Employers view updated profiles as a precursor to job searches – which in turn indicate that you plan to leave the company. Take care on this.

So I leave it to you: Will you “friend” your boss? Drop me a line on your experiences, I’d love to hear your story!

Share

POWERful Method: How To Consistently Achieve Your Goals

Posted on by
Reply

I’m sure you’ve seen me plastering this phrase all over my social media: PAV Power (#pavpower). And by now, (please! I hope!), you’ve gotten a bit curious about it.

Oh goodie, I’m so glad you asked!

Aside from helping you to remember my name, I’d like it to represent a very tried and true methodology. One that has served me well my whole life.

Here’s how it goes.

You’ve already got the PAV part:
Persistent Action = Victory

Now let’s dive a little deeper and take a look at this POWERful concept.

P: Passion
O: Optimism
W: Work
E: Experience
R: Rewards

When you focus actionable tasks around these five words – and then combine them with persistence…. You create a victorious outcome.

Let’s dig a little deeper still.

Passion is the base – the foundation, if you will – of true success. When you have a great passion for something, it becomes effortless to focus completely on it. That focus is what drives action. What is it in your life that you are passionate about? Isn’t everything you do in relation to that topic effortless? Fun? Exciting? That, my friend, is the beauty of passion. It will drive you.

Optimism is a concept that is all-too-often overlooked. Have you noticed how easy it is to dwell on the negative? Do you hear a lot of negative talk from the people around you? You must breakthrough to positivity. An attitude of optimism, hope, gratitude will change the way you feel, which will change the way you approach everything in your life. Think positive – thoughts become your reality. Try it and prove me right.

Work is a four letter word to many people. However, as important as thinking positive is – and it is! – things will not happen until you make them happen. You’ve got to do the work to reap the rewards. See where this is going? When you have passion and a positive outlook, the work will be fun and results will happen.

Experience is what makes your life your own unique journey. No two people have walked the same path and everyone has their own tale to tell. Life experiences are what give you depth and teach you lessons so that you move forward to even better things. Regardless of how it may feel at the time – happy, sad, scary, exhilarating, amazing – each experience is a step on the way to your own victory. Embrace them, learn from them, they are what make you, well… you!

Rewards are the prize in the Cracker Jacks box. When you’ve done the work, with passion and optimism, experienced every situation with complete awareness, you will reap the rewards. Some are small, some are huge, but they’re yours. You’ve been persistent in your actions and you are victorious in the outcome.

So now you see how it all fits together. This methodology can be applied to any goal, in any area of your life or business.

Now go forth and be persistent… and become POWERful.

Share

Persistence and Why You Absolutely Must Have It

Posted on by
Reply

If I can give one word of advice to anyone embarking on their social media marketing journey, it’s PERSISTENCE.

You need it. Gotta have it. Can’t do without it. It’s a must. It’s non-negotiable. Not having it is a deal-breaker.

You get the idea.

You see, any social media marketing campaign must be designed as a long-term commitment. You’re building relationships, and that takes time.

Anyone who tells you they can guarantee you overnight success on a platform like Facebook or Twitter is <ahem!> being disingenuous with you and you should invite them to lose your number.

It’s true some relationships go hot and heavy – the old adage of love at first sight. However, the one thing that is always true is they eventually need nurturing and time spent developing depth.

People buy – and do business with – those they know, like and trust. You know this. You’ve likely been around the block a few times by now. Am I right?

So you also know that any marketing strategy, whether it was in 1972 or is in 2012, needs longevity because it takes about seven touches before a potential client really begins to notice – or remember – your existence.

Message. Audience. Frequency.

Nothing is new, it’s the same tried-and-true methodology repackaged into some new technology.

You have to do the work and answer the big questions of what you’re saying and to whom you are saying it. And then decide how often will you reinforce the message. And in what manner that will be engaging to your target audience.

Did I say reinforce? Yes, it’s a similar concept to “persistence.”

Just as in “old-style” strategies, you cannot expect great results without putting some thought and effort into keeping things interesting. If you send the same tired old postcard every 3 weeks to the same list, their eyes will glass over and you will become invisible to them. Exactly the opposite thing which you are trying – and spending money – to achieve.

How does the old paradigm look in today’s digital world of social media? I’m glad you asked!

You will best be served by utilizing as many different paths as are applicable for your business. If you have several active social  media accounts, plan a method to touch your audience there at a set frequency, and in different ways.

The “different ways” is key here. While we want to be persistent, we do not want to be repetitive. A thrice weekly message of “buy from me”, “want to buy from me”, “hey, look what cool things you can buy from me” is the fastest way to get yourself dropped by fans – and friends – alike.

Be persistent both in frequency and creativity. Post an article relative to your business. Share a photo of a happy customer. Tweet a coupon or sale. Announce a new low price or featured item. Add a new product to your website.

Keep it interesting for your audience and they will begin to look forward to what you have to say and share. In this way, you will invite comments, retweets and shares – and your audience will grow.

Persistence plus repeatable-but-interesting action does equal victory.

Share

Is a Website Still Important?

Posted on by
Reply

Last week we looked at which social media apps work for which audience and for which marketing purpose.

Today let’s address the question about what role your existing website plays in all this social media hubbub.

Back in 2009 when I first began speaking to audiences about the (then) up-and-coming social media wave, I impressed upon them the need to “shatter” their online presence.

What does that mean?

Today’s world of online and digital marketing has made it necessary to be in several (virtual) places at once.

Why? Because not every potential buyer will prefer the same method of contact. Some want to find you on social media, some just want to check out your website and others want to keep in touch via email.

There are websites, blogs, Twitter accounts, LinkedIn profiles and Facebook pages to manage. And that’s not to mention conventional email or e-newsletters that some companies use to distribute information about their products and services.

While it may not be imperative to use every single application or digital tool available (there are almost too many to count), it does remain important to spread your message through more than one communication channel.

So what, specifically, is the role your website should play in your 2012 marketing plan?

While a website is not the end-all be-all proposition it was 10 years ago, it remains a crucial element in your digital marketing toolbox.

Your website in 2012 should be clean, uncomplicated and brutally utilitarian. Gone are the days of background music and dancing bears on your home page.

Your website is the catch-all place for the information that is crucial to your clients – both existing and prospective. Contact info, overview of your offerings, downloadable content (where applicable) and, most importantly, links to the all the other places you “live” in the digital realm (blog, Facebook, LinkedIn, Twitter, sign-up for e-newsletter, YouTube channel, etc.).

You get the idea. Keep it simple but be thorough.

Sounds like an oxymoron but bear this in mind: What do you like your experience to be when visiting a company’s website?

1. Simple, easy and clear navigation.
No hidden menus, and five-level-deep clicking around to find your desired content. People want to find it quickly and easily. Err on the side of many links that are easily found and clicked, rather than menus nested so deeply your visitor feels like they are on an expedition – they may not be explorers and will end up ditching you for your competition!

2. A home page with a great preview of the site’s content.
Remember: No dancing bears unless you are a traveling circus performer! The main page should get to the point, reveal the site’s offerings and be done with it. A sort of one stop shop for the site.

3. A hub for all the other places on the web where you can be found.
I touched on this above. People want to know where else they can find you. While you don’t need to use every single social media application, be sure the ones you do use are easily seen and linked to from your website. Be careful though about overwhelming your audience. Most times, simple links are the most effective. Don’t forget an e-newsletter sign-up form to harvest those email addresses!

4. A direct way to contact you!
This sounds so obvious but there a few simple things to keep in mind. Your phone number, email and address (if applicable) should be prominent and easily seen on all pages. Keep in mind that many of your site’s visits may be coming through a mobile device such as a smartphone or pad. Unless you have a specially developed mobile site, your contact information should be obvious, and I do mean obvious. Contact forms are great if you are harvesting specific information. However, many people just want to contact you. Period. No messing about. Be sure to give them an easy no-fuss way to do so!

So now you have some ideas of how websites differ from yesteryear in today’s “shattered” marketing strategies. Take a cold hard look at yours and make some changes, if necessary. Your audience wants to find you, but they are impatient, have expectations and are extremely protective of their time. Use the above strategies to make their experience efficient and their view of your company stellar!

Share

If The App Fits, Use It – If Not, Lose It!

Posted on by
Reply

Are you stressing over where to find the time to use all these newfangled social media applications you hear so much about lately? Do you think it’s going to take way too much time?

Breathe easy. Not every application is right for every company or industry. Just as there are many different approaches to “traditional” marketing, so is the case for social media marketing.

Remember the old adage about trying to fit a square peg into a round hole? Not every social media may properly fit into your marketing plan.

To help you make some decisions about which application(s) you should focus on, consider the following:

Facebook
This is likely the most recognized media for social networking today. However, when considering whether or not this is “the right” place for your attention, ask yourself if your business is primarily business-to-business or business-to-consumer. Why? Honestly speaking, you will have more success with marketing a business on Facebook which is, in itself, social in nature. And that means one that is geared towards consumers. Some examples: massotherapy, personal services (hair styling, catering, nail salons, pet care), restaurants, retail stores, products aimed at consumers (personal care, food, household items). While it is certainly viable to market a business-to-business enterprise using Facebook, you may find it difficult to “get the conversation started” and it will require some creative thinking on your part.

Twitter
This media definitely has a distinct audience and some distinct purposes. Remember that it is intended as a “micro blog” system for messages of 140 characters or less. You will be most effective using it as such – and not as a repeat venue for posts from other media (like your blog of Facebook account). If you are a retail establishment, it can be very powerful as a means to announce specials and coupon codes. If you are promoting, or covering, a live event, encouraging tweets from participants can take your visibility to the next level. Twitter has a much younger following than most of the other social media. Keep this in mind also when deciding if this is the right choice for your marketing efforts.

YouTube
If a picture is worth a thousand words…. imagine what impact video has? In fact, YouTube has recently surpassed Google as the top search engine in use. People today are using it to research products before they purchase, as a how-to source for everything from make-up application to how to split a coconut. If you have a product that benefits from demonstration, would like to showcase an aspect or service of your company, or have a technique to teach people, it could find a wonderful home on your own YouTube channel. And do create a channel of your own. It is a place to organize all your uploaded videos, makes a neat address for you to share with customers and adds professionalism to your marketing efforts.

Blogging
Blogging is technically the oldest form of social media, having been around since the 1990s. It is, in essence, your own publishing company and can accommodate not only articles, but video and images. When should you blog as a marketing tool? When you have a substantial amount of information to share with both your potential and existing customers. Be careful to keep the content varied and interesting. Post regularly and allow people to subscribe to your content via an RSS Feed. This is the way you build consistency and a loyal readership. If you are not comfortable with writing but feel you really should be sharing information in this way with customers, there are professional blog writers for hire.

The next time you feel overwhelmed with social media and all the choices, give the above some consideration. You may choose to begin your venture into this new technology in only one or two arenas. As with any marketing plan, it requires consistency and tenaciousness to get your brand recognized. Keep with it, test your results from the different formats you are using, and add/delete media as you go along.

As a small/medium business, you do not have to be everywhere, at all times. It is more important to truly focus on the media you do use, rather than scatter around too many. People need to see you consistently and with longevity before they will consider doing business with you.

Share