Archive for May, 2012

Who loves you?

By on May 30, 2012 in Marketing, Social media tips with Comments Off

I never get tired of telling people the story about visiting a potential client and asking him who his audience was. His answer was “Everyone!”

I probably don’t need to tell you that his answer wasn’t right. Not ever. I can’t think of one instance where any business appeals to “Everyone.” There is always some segment of the market for your product or service that is more likely to buy than another. Some specific demographic really, really loves you.

Every piece of marketing communication – advertising, news releases, social media posts, blogs –  has a specific and very definable audience, and until you identify that audience, it is very difficult to connect with it efficiently. To professionals, that’s a no-brainer. But to the thousands of small businessmen, like my friend mentioned above, it’s a first step that never even occurs to them. They just want to communicate about their products and services to anyone and everyone who might buy, and often waste thousands of marketing dollars and a lot of precious time thinking that they are doing just that. And no one can afford to waste money or time.

You don’t need a marketing analyst to figure this out, despite what consultants like me tell you. Stop and think, “Who was my last customer? How was that customer like/unlike others?” Go through your list of customers and find the similarities – they will be there if you look. Gender, age, married/single/other, geographic location, income, kids/no kids, pets, homeowner, business owner, kind of business… you get the idea. Then write down a profile of these characteristics, and you have found your best audience. It sometimes even helps to find a photo in a magazine or online of a person to represent your customer. Every time you begin a communication, look at that picture and ask what that person will respond to.

It’s so much easier to narrow your marketing focus and your marketing dollars and time if you know exactly to whom your product will have the most appeal and direct those scarce dollars and precious minutes toward him or her.

Beyond Social

By on May 23, 2012 in Facebook, Google+, LinkedIn, Marketing, Public Relations, Social media tips, Viewpoints with Comments Off

Have you harnessed the power of video?

We’re all watching, liking, loving, and sharing videos. In fact, 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute. The stats are beyond social and becoming the new norm for successful organizational marketing.

Video is a powerful medium that brings new life to your messages and credibility to your organization. It serves your target audience with information in the fastest way possible. It is the ideal method for learning and is accessible in the office, at home, and in the palm of our hands. Simply put, video works with our culture.

As much as I dig those cute kittens on YouTube, I’m sold on video based on the many stats that clearly indicate its overall positive organizational impact. We’ve put video into action, and witnessed its ability to achieve amazing goals. Video increases website traffic, increases sales, improves presentations, keeps messages consistent and makes training more efficient. Video keeps your target attention longer and outperforms any other marketing tool available.

So, if you’re thinking social, strategy and success…be sure to factor in video. Its multi-purpose value goes beyond social platform support, providing proven performance metrics that will benefit your entire organization.

VIDEO ADVOCATE TIP: Create Your Own Online TV Series

By on May 22, 2012 in Marketing, Public Relations, Social media tips with Comments Off

Who Knows Your Business Better than YOU!? Why not share what you know online with others?
Your customers (or potential future customers) want to get to know you (get a sense of who you are and what you are all about), and with a video you allow them to do just that! Before they have even met you in person, they will already start learning about why you do what you do, and get a sense of your personality.

By creating a video and uploading it online using the multitude of social media tools available, you are introducing yourself to the world – sharing your passion, your values, and most importantly your expertise, allowing viewers to get to know you, and LIKE YOU!

Why not create your own daily, weekly, or monthly series?

Here is an example of Sue Jacobs – owner of Personal Style Image Consulting.

Sue is truly a Fashionista! We helped her create a series called: “Sue in the City,” where she is able to share her excitement and knowledge of fashion, clothing, accessories, healthy lifestyles, and more with everyone.

I always say: BE THE TV: Be the Voice! Be the Vision for your company or for what you do, and Be Remembered!Sue does just that in her series.

VIDEO ADVOCATE TIP: Create CONTENT that Your Customers are Asking for… Answer FAQs using Video!

By on May 14, 2012 in Blogging, Marketing, Social media tips with Comments Off

Your Customers have Questions… You have Answers!
THE MOST IMPORTANT videos you will ever make are those that answer your customers questions… I have made hundreds of HOW TO… Videos – these were of low quality with minimal editing, and what I discovered is that it is all about your CONTENT!!! GREAT CONTENT is the KEY!

In the above video – I am teaching common words/phrases using sign language.

Even though I am not even an expert when it comes to signing, (*Side Note: At one point we used sign language a lot with my sister who has special needs) there are a lot of people that certainly want to learn “how to” sign.

Check out the view count – over 668,000+ views and growing on You Tube. That’s on one video alone – there are 14 more in the series… 
The “How To” videos that I created range anywhere from “How to Paint Stripes on a Wall”, “How to Pack for your Upcoming Cruise,” “How to Play Mancala,” and so so many more! Things that I felt I was knowledgeable in or passionate about.
BUT WHEN YOU APPLY THIS TO YOUR BUSINESS – 2 IMPORTANT THINGS HAPPEN!
1: You become an EXPERT / AUTHORITY figure in your field/career - Giving you INSTANT CREDIBILITY –
2: You GET SEEN and GET NOTICED!

When thinking of making FAQ videos – ask yourself these simple Questions:
What are the TOP 10 Questions people ASK ME about my business?
What are the TOP 10 Questions people SHOULD BE ASKING ME about my business?
You will then come up with a list of 10 or 20 FAQs to get you started.
Once these have been uploaded to your Website, Facebook, You Tube, etc. – I bet you notice you aren’t asked these questions as often as you were before.


WHY?
Your customers are smart and savvy! They are researching you and your business online, before they even come into contact with you…
So now – you have your videos posted and you’re educating your customers, even when you aren’t there in person!

BE THE TV! Be the Voice! Be the Vision!
Happy Filming!

Best Social Media Bets

By on May 9, 2012 in Marketing, Social media tips, Viewpoints with Comments Off

Don't bet on the wrong horse.

It’s so interesting how quickly communication tools transition from new fun platforms to essential marketing tools. One minute we’re blogging about our kids, dogs, and bosses…the next minute if we don’t have a professional blog involvement and updated entries, we’re sucking social media wind. But just how do we pick the right platforms and plans? How do we keep up with the possibilities and invest our time wisely?

Start by picking the right horse. By that I mean, you’ve got to take the time to learn about social media opportunities and how others within your industry have been successful using specific platforms and strategies. What is right for one organization many not be appropriate for another. Social media usage strategies must take into account your industry, culture, market, and resources. Rely on facts, stats, and industry case studies, not group pressure (WHAT, you’re not on Twitter???) to make organizational decisions. If you’re going to bet the farm, you’d better make sure the odds are with you.

When you’ve got your winners, remember that the track is important, but it is what’s on the track that matters. Your “organizational social media success” will be only as good as the content that you’re choosing to share. You know what I mean…you’ve read pathetic posts and tragic tweets; you’ve viewed some horrible homemade vids. If you put your donkey on the track, you’ll be associated with the animal you’ve created (What did you just call me?).

Are you ready to lay your money down? Just to be clear, social media is not free. It takes time and resources to effectively support a solid social media strategy and to create quality content. Will efforts equal a return today and tomorrow?

When it comes to successful social media strategy integration (a mouthful), your best bet is to bone up. The @Midwest Conference is a great opportunity. Don’t just listen. Ask speakers for facts, stats and examples that you can use to create a winning strategy. Talk to others at the conference and learn what they’re doing and what specific results have been achieved. Sprinters might win social media spotlights, but those with endurance will win the race.

5 Reasons to Like the New Facebook Timeline

By on May 9, 2012 in Facebook, Marketing, Recent News, Social media tips, Viewpoints with Comments Off

When Facebook announced that they were transitioning to a new Timeline format, like most users, I reluctantly clicked on the link to preview the change.  I was thrilled with what I saw, and instantly fell in “Like” with the new timeline. I immediately converted both my personal profile and business pages to the new look. What is so special about the new Timeline? Engagement! Here are my top 5 reasons to LIKE the new Timeline

 

Reason # 1 to LIKE the new Timeline:  Photos 

If you’re in the business of selling a B2B or B2C product, then you will truly benefit from the new photo features in Timeline.  Photos throughout the new Timeline are bigger and better.  For example, Profile photos are now 66% larger than before (180 x 180 pixels, compressed to 125 x 125 px).

Facebook Timeline

Custom Tabs also have a much higher profile now, as they are sized at 111 x 74 pixels

Photos that are uploaded to an album are now a whopping 403 pixels wide.  That means you can actually see the photo without having to click to enlarge it.  Highlighted posts (see Reason # 4 below) are 843 x 403 pixels.

These image changes can quickly and easily bring your posts to life.

 

Reason # 2 to LIKE the new Timeline: The revolutionary Cover Photo option.

This is prime real estate to graphically represent your brand, product, or service. The cover image is a big and beautiful 851 x 315 pixels. If you want to get really creative, try incorporating your profile photo into the cover photo. Just remember...Facebook does have a few rules about how this space can be used. According to Facebook’s Help Centre:

Cover images must be at least 399 pixels wide and may not contain:

  • Price or purchase information, such as "40% off" or "Download it at our website"
  • Contact information, such as web address, email, mailing address, or other information intended for your Page's About section
  • References to user interface elements, such as Like or Share, or any other Facebook site features
  • Calls to action, such as "Get it now" or "Tell your friends"

 

Reason # 3 to LIKE the new Timeline...the "Pin to top" feature

If your business offers a weekly special, then you will find this to be a very useful feature. If you don’t offer a weekly special...the Pin to Top feature may just be the reason to start! Facebook now allows you to Pin a post to the top of your profile for up to 7 days. This keeps important messages from being buried in your feed, and eliminates the need to re-post critical information. How to Pin:  As you hover over the top Right corner of a post, the Edit or Remove menu will appear. Select the Pin to Top option. You can unpin a post at any time. After 7 days, the post will automatically be unpinned.

Make use of this feature by posting news releases, specials, new products, important details, contests...limitless potential!

 

Reason # 4 to LIKE the new Timeline:  Highlighting a post

The new Timeline makes use of chronology, with posts alternating from the left to right of the spectrum. The Highlight feature allows you to break up that visual pattern, and create a post that reaches across the entire timeline.

Again, this feature allows you to make use of photos and images that will catch your customer’s attention.

 

 

Reason # 5 to LIKE the new Timeline:  Milestones

Facebook now allows business users to add Milestones or events to aid in your storytelling efforts. Yes, you guessed it...you can include a photo in each Milestone (843 x 403 pixels). Of course, creating your company history with Milestones, will be most effective if your company actually has a history. For a young start-up company, this is a great opportunity to get creative.

If you’re looking to engage your customers through social media, then the new Facebook Timeline is an excellent way to get the conversation going.

Are you on Pinterest?

By on May 2, 2012 in Marketing, Pinterest, Public Relations, Recent News, Social media tips, Twitter with Comments Off

You know just how much Pinterest can help drive traffic to your business, right?

Yesterday, I tried to explain Pinterest to an entrepreneur I know and the entire time his eyes were glazed over. He registered nothing. I’d had a similar experience: when someone first explained Pinterest to me, I had RES (Rolling Eye Syndrome) and I believe that I fell asleep standing up.

If you’re on Pinterest, you get it. Pinning pictures to boards of your own creation is all the rage. It’s addictive. But you have to see it to get it. By pulling together stunning pictures from the Internet and grouping them into your own online bulletin boards, you can show off your brilliance, taste and personal style all in a few clicks. It’s a social media site, so you’re not going it alone. Anyone can follow you, or your boards, or both. If they see something of yours that they like, they can re-pin it to their boards, which extends the reach of your original pin to all of their followers.  And so on. Endlessly.

What does this have to do with your business?

Pinterest can send a lot of traffic to your company’s website. This past February, Pinterest drove more referral traffic to businesses than Twitter did. So how did I take advantage of this site long ago for my business?

I didn’t. Until last week.

After lingering on the site for a bit, I started to understand that pinning pretty pictures was fun. I created several boards for myself (like “Rockstar” and “Clever Heather”) to collect neat photos that inspired me to do things like get a punk rock haircut. Or to rearrange my office.

But it wasn’t until I spoke to social media guru Mana Ionescu over at Lightspan Digital that I really got it. She recommended that I create a whole pile of boards for my business,The Founding Moms. Since we’re a collective of mom entrepreneurs who meet up monthly in 30+ cities around the world, she knew that it would be a good idea to create boards for mom entrepreneurs everywhere. We could compile the best articles out there for women in business. Perhaps we could create a board full of sweets and treats that mom entrepreneurs like to eat. The most shared since its creation? The Founding Moms’ Workspace Ideas. It’s been shared like crazy and has 150+ followers already.

If you add the URL of your business to the description of the board your company creates, each time someone re-pins a picture you’ve pinned, that URL is going places. Really going places. And each new person who finds the pic and loves it may very well click on your business URL and see what your business is all about.  And not only that!  You can add members of your biz — be it customers, clients, partners or members — and have them pin to those boards, too. I added a wonderful member to our board called Founding Moms Need Treats, Too, and she really turned it into a masterpiece. If you Google “Founding Moms Pinterest” it shows up as the 4th URL listed.

Still not convinced?  I dare you to click here and find something that you love. Pin it. Do that three times and you very well may be eating all of your meals at your computer for the next 48 hours.

Make your plan, work your plan.

By on May 2, 2012 in Marketing, Social media tips, Viewpoints with Comments Off

One of my very successful uncles (yes, I have a couple of rich uncles) lives by this motto. He repeats it frequently when doing mundane tasks like washing the car, or setting up big business deals. And he made a lot of money, by the way.

What does that have to do with social media? Isn’t it supposed to be, well, social? And that doesn’t require a lot of planning, does it? Kind of like an online cocktail party.

With an ever-growing number of channels for your social presence online, it certainly does take planning! No one has the time to take care of business and still keep up a reasonable flow of content to an unlimited number of sites. Using one of the aggregators helps, but you still have to take into account the “personality” of each site in which you participate.

There’s a huge need to jump into every new site. No one wants to be left out of the latest and greatest conversation. So you read everything out in all the blogs and advice sites about how to make the most of the flavor of the day, and jump in head first.

That’s where the plan comes in.  And part of the plan is to decide which sites you want to concentrate on; and which sites you need to give up. Yes, I said give up. See above comments about a reasonable flow of content to an unlimited number of sites. How to decide what sites to give up?

As a part of any good marketing plan, you will identify goals, strategies, messages, tactics, and audiences. Here’s your decision point. Every social media site has a distinct audience and focus. Identify what audience you want, what audience is visiting each social site, and you have you answer. Easy-peasey.

But you always start with the plan!