All posts by Mike Cerra

Marketing

Marketing Matters: Could the Chrysler 200 Be Marketed Better?

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Being a car enthusiast, I’m always researching vehicles that might be worth my money when it’s time to look for a new car. While there is already one manufacturer that I’m loyal to, I won’t let that limit my choices to better options if they should present themselves. The Chrysler 200 is a sedan that should get much more attention than it has, but because the US automaker takes the luxurious approach, they’re missing out on a major consumer group that would definitely consider the 200 if it was marketed to them correctly.

Knowing the 200’s history, it was a shock to find out that Chrysler has a V6 engine version of the sedan that is priced close to $30,000. This V6 engine supplies a whopping 295 horsepower, which is uncommon considering the class that the 200 is in among it’s competitors. The Volkswagen Jetta GLI has 210 horsepower, is in the same price range, and isn’t even remotely close to competing with the 200 when it comes to power.

It’s this angle that Chrysler hasn’t exploited. Yes we know the 200 has class and styling, yes it offers the newest technology to it’s buyer, but nothing is ever said about it’s power, not even subtly. The millennial generation are the buyers of the future, and what do the young guns want in a car? Speed and power, luxury, and relative affordability. Chrysler can offer that, but they’re taking the wrong approach when it comes to marketing the 200. As a millennial who wants that in a car, my future car buying decisions have been altered thanks to further research into what Chrysler has to offer.

The brand new look of the 200 is appealing; it has a European and futuristic look while also maintaining the tradition of Chrysler, which is to be an American auto manufacturer. A company that is trying to portray itself as being caught up with the times must not market as if they’re Lincoln or Cadillac and appeal to the younger generations. No one in their mid 20’s knows that a Chrysler has this power, instead they look to Dodge and their Charger for a powerful four door sedan.

If fuel economy is what the consumer wants, the lower trims offer mpg’s of 23 in the city and 36 on the highway while having a four cylinder engine that supplies 184 horsepower.

Chrysler must look at their marketing strategies for the 200 from all angles. A 295 horsepower car is not going to be passed up by an adult in their mid 20’s or 30’s. From the commercials I see class and the promoting of a luxury vehicle that offers comforts much cheaper than the luxurious car brands. By covering all angles, Chrysler will reach all age groups and consumer audiences that are in the market for a car such as the 200. Finding out about a 295 horsepower car around $30,000 was an eye opener, and it will have the same affect for others who learn of the secret power underneath the hood of a Chrysler 200.

Business, Marketing

Where Does SMM Fit In A Marketing Strategy?

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Throughout this summer, multiple marketers I follow have been having issues with organic reaches when it comes to their Facebook pages, and as a manager of some pages myself, I’ve also noticed a decline in organic reaches depending on the subject and audience base. The question being raised by many is whether we’re jumping the gun on social media marketing, and maybe we should place some more realistic expectations on this modern marketing and advertising platform. Let’s be honest with ourselves for a minute, where does SMM fit in a marketing strategy, and should it be in the driver’s seat, riding shotgun, or should be in the backseat with the occasional question “are we there yet”?

To put it bluntly, social media marketing is great for brand awareness as it can promote products, and the users behind the social media platforms can post important information, pictures, and any other content that is relevant to the audience in which they’re marketing to. However, is it converting into sales? For some businesses social media is indirectly making them rich, but for others, there is a need for face-to-face marketing, a website, and maybe even YouTube videos to capture potential customers’ attention. Depending on the industry, all social media is a reminder that you didn’t forget your kids at the last rest stop because you still hear their voices, but what they’re saying may not be relevant to those in front seats as they’ve already heard the same stories multiple times.

There are limits to what social media can do for businesses and there has to be other elements tied together to help social media marketing reach it’s full potential. When you follow your favorite store, product, or sports team, what do these accounts usually post? Pictures are always the first to come to mind, but more importantly, they’re posting links from websites, blogs, and online stores. All social media platforms really are is an extended arm that reaches customers where they chat with friends and occasionally search for something such as a product they want, but usually don’t buy in that very instant.

Websites and email marketing are still the best ways to convert sales, and social media is what keeps current customers up to date on products or news concerning the company that is operating the fan pages and social media accounts. Don’t get me wrong, SMM is still a great marketing and advertising tool, but it shouldn’t be the center of a market strategy for small or larger businesses, and be more of a brand awareness technique that gets potential customers interested in finding out more about the product and company.

At the end of the day, consumers are still buying the same way they did 10 years ago, whether that be shopping at brick and mortar stores or online. To say that customers shop on social media right now, we’d be lying to ourselves. Until people start buying exclusively on social media, SEO and other forms of internet and email marketing will continue being the conventional route to driving customers to businesses’ brick and mortar and online stores. For the time being, Facebook, Twitter, and other social media platforms will have to wait because the only way shopping has been revolutionized is through Amazon and eBay. Social media’s day may come, but it’s not right now.

Business, Marketing

Social Media Matters: SMM Gives Your Business the Brand Awareness It Needs

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Prior to social media’s existence, what was one of the problems small businesses had to face? Brand awareness. After getting into the yellow pages, local newspapers, and creating a website, that still wasn’t enough to grow the business into something bigger. As with any form of marketing, getting customers to walk through your storefront doors or having online shoppers buy products off your online store is the number one priority. But the question really is how? Social media allows you to promote your business and brand on a regional and even a global scale.

There are many small businesses these days that don’t put a lot of emphasis on their websites, and instead have the main focus on Facebook and Twitter. The reason for this is that updates can be posted with a click of a button, photos of products can be shared, and a connection between the business and the customer are much easier established. Even before they click on the business’s website link for more information, or walk into that store, the customers already get a feel for how they’re going to be treated and know exactly what to expect when they step in the door.

Sharing pictures of what you sell, and exposing your company’s logo on social media helps spread the word throughout the social media platforms you’re marketing and advertising on. By posting what products are in your store, informing your customers that your store is having a sale, or showing what services your business provides all helps spread brand awareness to current and future customers and clientele.

Years ago, television ads and even YouTube were the more viral route to travel to expose a company’s brand. But with Instagram, a short fifteen second video with the right hashtags can have the same affect, and you didn’t waste time and money on production. Using all of the major social media platforms is the best way to get the full effect of social media marketing. Facebook can be used as a micro blog, Twitter can be the site that connects your business with current and future customers, Instagram is where photo’s and videos can be shared, and Pinterest allows you to post pictures of what you sell and direct the viewers to your online store or website.

The best part of social media however, is the fact that you can connect all social media platforms together, creating a web that all leads to your website or online store. That’s where social media in itself becomes a search engine such as Google, Yahoo, and Bing, but it’s your search engine, the one you built and created.

Until Facebook and Twitter become e-commerce sites, which has been discussed, social media should be primarily used as a brand awareness tool and marketing outlet that drives traffic to your site. Social media marketing indirectly boosts sales, as you’re informing the customer about what your business does along each social media platform. Don’t hesitate now, get started and promote your brand on social media. You’ve got to reach out to the customer and meet them at the halfway point to guide them to your business and online store.

Business, Marketing

Social Media Matters: At Face Value Are You Wasting Money on SEO?

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Being a business owner and blogger, and knowing other business owners, SEO marketing is always looked at as the go-to form of advertising for companies. However, the new kid on the block, social media marketing, is slowly changing how preliminary advertising is done, and in it’s handful of years of existence, it’s making a huge splash on Google.

If you already have accounts on multiple social media platforms, conduct a Google search of your business. You may be surprised to find that your Facebook page and Twitter account list ahead of your business’s main website. By constantly posting content and driving traffic to your social media accounts, you’re website in essence is being pushed aside as most of your traffic will be lead to the website through Facebook or Twitter. With this discovery, you’ll probably begin to question whether you’re wasting your time and money on SEO.

As a believer and user of social media marketing, SEO is becoming obsolete because most of the traffic you’re generating is originating from your social media presence. Other forms of advertising, such as posting a few job offerings on Craigslist, further show that there are other ways of acquiring clients and customers without spending your hard earned money (if you hire an SEO professional) or countless nights if you decide to work on your marketing efforts on your own.

Don’t get me wrong, social media marketing can be expensive depending on how much advertising you want done, and how often you want your social media accounts updated, but there is no denying that the results are better than if you looked to old school marketing techniques. The reason for this is because by using social media, you’re exposing your business and brand to where your future customers and clients are. Facebook, Twitter, Pinterest, and Instagram are constantly used by consumers, and if they do decide to use Google for information it’s because they saw your products or services on a social media platform.

I encourage those who haven’t looked to social media for marketing to start right now. Post consistently and build up a solid following and customer base. Most small businesses post statuses early on, but then stop after a few months, and that is a huge mistake. Do you want committed followers? You have to show them they you’re also committed and willing to post intriguing content that grabs the viewers attention. Promote your business and brand on social media, and you’ll begin to reach more customers and clientele.

Business, Marketing

Social Media Marketing: Get Customers First, Then Think Big

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Hearing the success stories of businesses who marketed on social media, and the growing numbers of followers and customers these companies are acquiring, have given first time business owners unreal dream and expectations in the short term. Depending on the product and the demand, some businesses can experience outstanding sales in a matter of months, but realistically, it takes time, determination, and commitment to finally get a loyal and strong customer base.

The question every business owner should asks themselves when it comes to social media marketing is, “How did the businesses who looked to social media become successful and grow their companies?” The answer shouldn’t be any different than what business owners gave 20-30 years ago. Be aggressive and constantly search for where the customers are, and where the money is. Social media shouldn’t be looked at as a tool that gives you overnight success, but like all avenues of marketing, should be utilized consistently and built up through persistence.

For startups, it’s going to take time to build up a clientele that can further promote your brand. Promote your company on Facebook, Twitter, Instagram, and Pinterest; link to your business’s website and drive traffic to every aspect of your marketing strategy. Essentially what your goal should be is to drop as many bread crumbs as possible and lead customers to the main dish; your website, online store, or retail store if you have one. Just posting statuses, maybe tweeting a bit, and posting a picture every week isn’t going to cut it. You must reach out to where your customers are going to be.

A few months back, a man who designed t-shirts wanted to sell some shirts that pertained to Auburn football for the BCS Championship. While he already had his business on Facebook, Twitter, and Instagram, he took another step and joined group and fan pages on Facebook to promote his shirts, and not surprisingly, he was getting customers off these pages. Old school marketing doesn’t pay off with immediate dividends like that, and neither does social media marketing when it’s not used aggressively. If you want customers, you must go to them. Join other Facebook groups and pages where your customers are going to be and promote your brand to them.

Like all of you, I wish being an overnight success through social media marketing was true, but hard work, commitment, and determination will get you results. Remember, this isn’t the 90’s anymore. While cold calling and old school marketing is looked at from a customer’s point of view as bad, social media marketing can be seen as friendly and direct, yielding positive results you’re looking for.

Business, Marketing

Avoid the Saturation Point When Posting Content on Social Media

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When discussing social media marketing, questions are constantly being brought up by people who are new to incorporating social media into their marketing strategy for their business. One of the questions is, “How often should I post updates to my social media accounts?” Depending on who you talk to, you’ll get opposing answers. Some say at least two times a day on Facebook, over a handful on Twitter, and posting pictures daily on Instagram and Pinterest. Sometimes you won’t find the exact answer until you start engaging with your followers, or the business sector you’re in may require more or less posting. However, there is a saturation point to social media marketing, and the minute you give your followers too much, they’ll leave or ignore future posts.

Facebook is a prime example as posting too much could desensitize your audience and consequently, they’ll either unsubscribe to your updates or unfollow completely. Posting the same content every week is redundant, and continuously sharing your business or brand to the same people more than three or four times a day makes the viewer avoid what you’re selling more than attracting them to your website or online store.

You must create engaging content that’s fresh and new that your followers haven’t seen before. This also includes when you constantly post memes and nothing else, your followers will eventually get bored, or if you just share content that makes your customers read 800-1200 word articles. There must be a balance when it comes to marketing on social media; sharing a picture or meme at 8am in the morning, posting an article at noon, and sharing a video at 7pm at night is an example of that balance. Of course, it really depends on your customer base and followers, as they’ll help you notice what works and what doesn’t. Pictures always work as potential customers love visuals, while articles may not be the appropriate choice for your audience.

Twitter on the other hand can go either way. Posting too little starves your followers and they’ll eventually leave for someone who is always relevant and sharing tweets in a timely manner. But sharing too many tweets at once may have an affect on traffic that you’re directing to your site, as your followers may not read all of the tweets, unless your posting quality content that is a must read.

Ultimately it’s your customers and followers that will dictate how often you post on the social media platforms you operate. If you’re sharing quality content, great pictures, helpful tips, and intriguing videos that promote your business, you can post less and still get outstanding engagement that further develops your relationship with your customers. Remember, in all fan bases there is a saturation point. When they get more than enough, they’ll either be overwhelmed or will avoid future content. Give them enough to enjoy, but make them crave for more!

Business, Marketing

Social Media Marketing Shouldn’t Just Be About Sales

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Since social media marketing’s existence, there have been doubts cast upon this marketing strategy by old school marketers who specialize in web content and SEO. Even those who aren’t in the marketing and advertising industry are either skeptical or hesitant to look to a new way of attracting and growing a customer base. For the ones who’ve hopped on the social media bandwagon, they see marketing on multiple platforms as a money making opportunity which it is, but shouldn’t be the only reason to use this one of a kind marketing tool.

What is so unique about having social media into one’s marketing strategy is that it’s a way to promote a brand that wouldn’t have gotten exposure 20 years ago. As important as sales are, brand awareness should be a very close second when it comes to your priorities on Facebook, Twitter, and other platforms. Besides using Facebook ads, why are users coming to your fan page or Twitter account? Never look at it as they searched on the internet or your account was in the suggestion box and they just happened to find you among other companies who are in my business sector. Those viewers want to see and get to know your brand, whether they searched it on Google, heard about your business from a friend, or saw a tweet you posted that’s been shared and retweeted among your followers.

A company based in Dublin, Virginia by the name of BimmerWorld, happens to be a business that specializes in tuning and adding on after market parts to BMW’s. They are also a race team and member of the Continental Tire Sports Car Challenge who race primarily on circuit tracks, competing against teams that drive Camaros, Mustangs, Porsches, Aston Martins, and other street tuner sports cars.

Being a car enthusiast I watched a portion of one of the races they competed in, and later searched the association and league they’re a member of. Thinking they were only a racing team, it was a surprise to find out they were also a business in the automotive industry.

Their Facebook page combines both their business and racing aspects, and has a strong following of over 12,500 fans. Not only did I find out who they were, I also learned more about the racing league they’re in. By doing this, I’m now aware of their brand and of the races they are a part of, which means they also promoted the sport and association they compete in.

Think from a consumer’s point of view and ponder whether you’d do the same; watch something on TV and then search to find out more. Your main goal is to find that website or Facebook page and learn as much as you can about the product or business. That is how you should look at your potential customers and fans. They want to learn and know who you are before buying into what you sell. By promoting your brand on social media, your exposing what you do, who you are, and what you sell, and if you can successfully convince the potential fan and customer, you will make money off of social media.

Remember, when it comes to all forms of marketing, the main goal should be to promote your brand and show the customer that there is another alternative, and that your business sells a better product, or does a service better than your competitors.