Category Archives: Business

Business, Marketing

How Social Media Marketing Can Change the Perception of Marketers

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salesman
hahatango / Foter / Creative Commons Attribution 2.0 Generic (CC BY 2.0)

The advertising and marketing industry is always looked down upon by consumers, and rightly so. At least once in their lifetime they were fooled into buying a product that either didn’t live up to expectations or was a complete waste of money that some cold-calling marketer, or even salesperson, pressured them into buying. With movies depicting advertising agents and marketers in a bad light, the perception consumers have of the industry isn’t a good one, but with social media that can all change. Needless to say, there will still be dishonest marketers trying to make money off customers, but for the honest ones, here is your time to shine.

Social media marketing, whether on Facebook, Twitter, or any other platform, gives the marketer the opportunity to be not only professional, but social and real. Just as the company he or she works for, the marketer has a reputation that can easily be tarnished, and have to face the repercussions of treating a customer poorly for years to come. Because of social media and the internet, our faces and information about us is accessible and customers can post reviews about companies or individuals and also confront these businesses and individuals through direct messaging. This should be the first realization for not only marketers, but anyone who is trying to build a reputation, attract clients, or prove to followers that you’re an experienced, credible professional in your field.

In my time as a sports journalist and editor, my primary goal was to give accurate information about the team I was writing about. So it was inexcusable to post an article with a title that was misleading, with the knowledge that the site could be looked at as a blog that gives out false information, and pulls the bait and switch. This can be applied to social media marketing. When displaying the product or service on your Facebook page, first think as a customer and what you would want to see from a business you shop at. Next, don’t give out false or misleading information; be up front and honest with factual information. Lastly, don’t just tell your customers why they should buy the product or service, but show them. Link to other sites that backup the information you’re telling people. By giving the customer independent information, it further validates your credibility.

Always have your customers’ best interest in mind. Treat them well, and they will return. That’s why social media can change the perception consumers have towards marketers and advertisers in general. Show them that you’re as much of a customer as they are. Be real and honest, and you’ll have customers for life who will return and spend their money for your product or service. We all see the fake side of social media when used for personal use, but for businesses, this is your opportunity to show how real and serious of a company you are. A customer’s trust is crucial to have a surviving and thriving business, and with social media marketing, you can prove to everyone why they should buy your products, or walk into your store.

Business, Marketing

Social Media Matters: How Pinterest Can Be Used In Marketing and Business

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Pinterest_logo
Raul P / Foter / Creative Commons Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

When we think of Pinterest, the first thought that probably comes to mind is that it’s a social media platform that’s primarily used by women. This idea is very narrow-minded and negates the average consumer and business owner from seeing the effect Pinterest has in terms of marketing and business. Yes it’s a platform dominated by pictures, but those pictures have links, and those links can direct the user right to your company’s website or online store. In simpler terms, Pinterest is basically an SEO/Social media outlet that guides consumers to a specific site without reading a list of article titles and instead, pictures that grab the attention of the consumer.

Say for example your business specializes in beach chairs, hammocks, and other products that are primarily bought before or during the summer. If you have an online store or sell your products on Amazon, people who are in need of these summer essentials will search for that product and when they find a chair or hammock they like, they’ll buy it. With Pinterest, you’re subtly and casually reaching out to the customer with pictures of your product, making it a comfortable experience for the potential buyer.

To be an effective seller on Pinterest that captures the viewer’s attention, you must rip a page out of old-school marketing that we all learned at a young age, even if we didn’t take actual business courses. Take a high quality picture of someone relaxing in your beach chair or hammock; the ideal location would be the beach or backyard that puts the consumer in the shoes of the person who is reclining in your products. Before buying anything, consumers picture themselves using the product they’re interested in. In this case, they’re probably imagining getting a nice tan, feeling the warmth of summer, or that relaxation they so desperately want. You want to meet them in the middle, and the picture creates the experience for the consumer.

Hammock

Pinterest can also be applied to contractors’ marketing strategies. By showing people what your business can do for someone’s home, that is the best form of marketing. It’s easy to say on a website that, “We remodel homes and create a comfortable living environment for your family”, but by displaying your work on Pinterest, where customers can see your skills shine, you’ll make a bigger impression on people than if you wrote a 600 word blog post describing what their room or house will look like after you’re team is done.

It’s all about creativity and giving the viewer the opportunity to imagine using your product or experiencing the change your services provided them. Pinterest is a way to connect with customers through the use of pictures instead of text. If you can get viewers to re-pin, click, and buy your products, you’ve mastered Pinterest. Social media is a powerful marketing tool that has endless amounts of potential. Some platforms work better for some companies depending on the industry, but if Pinterest can be of any use to your business, you must utilize it.

Business, Marketing

Social Media Matters: Twitter Incorporating an Analytics Page?

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A few days ago, I received an email from Twitter for one of my accounts, giving me information on the amount of views I got on a particular link I posted. It told me what was the most popular tweet I shared during the week, and also how many followers I accumulated. As most of you know or have probably seen, Twitter has made changes to profile pages, making all tweets more vivid and enabling you to put a popular tweet at the top of your Twitter timeline. With these subtle add ons and changes, could we be seeing the future and growing potential Twitter may have for businesses both big and small?

The first thought that came to mind with the analytics email was that this would be an important tool to gauge how effective marketing and advertising on Twitter really is. This also gives the user valuable information as they’ll get a better idea as to what content draws the most views and creates buzz. Right now that is what’s lacking from Twitter, and while your website’s analytics page gives you certain information, it doesn’t exceed the boundaries of the site itself.

If this becomes an added feature to Twitter, this further enhances the effectiveness of social media marketing, and gives the business owner another tool to see what works for the company and what doesn’t. Search engine optimization is slowly being replaced by social media optimization, which unlike Google, Yahoo, and Bing, targets a specific audience and gives the customer or viewer exactly what they want. This also works for the marketer or business owner, as social media is beginning to drive more traffic to sites making keywords obsolete as opposed to hashtags, which are being used across most social media apps.

Also by giving the statistics on what the most popular tweet of the week was, it then lets the account manager know what gets attention and how other users respond to it. Instead of sitting around thinking of what to Tweet next or thinking of a clever statement, companies could use the same blueprint based off the analytics to tailor to a specific audience, something that they don’t have right now, forcing them to use their own judgment. If business owners know what makes their followers tick, they’ll continue posting content that creates interaction and further development of the customer base on social media.

Facebook, Twitter, and all other social media outlets are the future of marketing and advertising, and receiving an email from Twitter that gives me information on my tweets and links, proves that how businesses reach potential customers is changing. It will be interesting to see if Twitter does in fact implement an analytics page on the site itself, or continue sending emails to their users. Either way, this could be vital to a business, especially those who market and advertise on social media.

However, the only question that has to be raised is whether this will be used for businesses only. Analytics to companies and marketers are extremely important, but to a high schooler or college student who has no interest in either career paths wouldn’t find an analytics page useful.

Business, Marketing

Social Media Matters: Startups Need To Obtain A Following Before Thriving

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It sounds quite simple, but so easily forgotten. Startups must acquire a following before posting web content and utilizing SEO. How can this be accomplished? Looking to social media is the best way to grow a following even before your company is ready for business.

As important as SEO is to a business, you need a loyal following to grow the customer base. Continuously posting web content will get you higher on the search engines, but if you’re new to blogging or a startup business, researching SEO shouldn’t be the top priority. You need readers, buyers, and clients, and social media speeds up the process, as you can target the customers you know will be buying your products or calling for the services you offer.

Some business owners and independent bloggers who don’t know SEO, will suffer the consequences as they’ll post content, but no one will be reading. Facebook and Twitter can offer a remedy, and by spending as little as $5 a day, they’ll be sending ads to users who will be interested in the blog, business, or just the Facebook page itself. Once you have a decent following, then start sharing the content, and because they were specifically targeted, they most likely have friends who are interested in the same topic or product. This is a form of buzz marketing, and it works. If SEO isn’t you’re strong suit, look to social media.

Social media is the future; it’s an inexpensive way to market and advertise your business and or blog. What makes Facebook pages and Twitter accounts for a business so great is that you’ve got the skills to maintain your social media outlets because you’ve already spent countless hours on these sites by using your own personal accounts. Some business owners are intimidated by this form of marketing, but it’s one the most rewarding and effective ways to make your company profitable.

As I’ve said in previous articles I have written, social media marketing allows you to talk with customers on a personal level, making the customer/owner relationship worth much more than in previous decades. You can interact with them and gauge what’s working, and what isn’t when it comes to both your communication and even business. As the saying goes, “The customer is always right”. Whether you believe it or not, those are the people who are making your wallet grow as long as you give them what they’re asking for.

Business, Marketing

Social Media Matters: Are Websites Still Necessary For Businesses?

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In a marketing sense, Facebook and Twitter have revolutionized how businesses advertise their products and reach out to their customers. Is it possible that the days of the website directing traffic to the company are over?

When going to a business’s website, whether it’s a store down the street, marketing firm, or contracting company, what do they all have in common? Usually an about page, what they do, who’s the owner, and how the long the company has been in business. There will be a contact information section where customers can see where the store is, what number to call, or who to e-mail. But social media, especially Facebook, can do all these things and more.

One of the biggest issues facing business owners is drawing in viewers and potential customers. SEO, or “search engine optimization”, has been taught to be the most effective way to reach a countless number of people, but business owners and even bloggers, either don’t have the time to learn it, or just don’t want to do it period. This is where the power of Facebook comes in.

“Like” pages can be a simpler solution and much easier to maintain than a website or blog. You can get your point across in a few sentences, post pictures of your product, and connect with your customers on a more personal level that websites can’t offer. Your contact information will be at the top of the page with your company’s phone number, and address if you have a brick and mortar store.

Best of all, you can advertise your Facebook page with ads that specifically target people who will be interested in what you’re selling. For $5 to $20 a day you can get the word about your business out to customers, with a certain amount of “likes” daily varying on how much money you spend on the Facebook ads. So far there have been a few companies who have only marketed and advertised on Facebook through ads on their page, and are reaping the benefits for it.

It’s still taught that social media should reinforce the main website, but after seeing firsthand that companies can thrive on social media alone, the website may not be as necessary as previously thought. If you already have a website, that’s great, but take the next step and get on social media. The future of marketing and advertising is here, and you want to be at the front of the line before your competitors finally see the potential social media has on their businesses.

Business, Marketing

Marketing Matters: Create a Business and Brand That Is One of a Kind

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Barber Shop
Diamondduste / Foter / Creative Commons Attribution-NonCommercial-NoDerivs 2.0 Generic (CC BY-NC-ND 2.0)

 

I’m sure there have been times when you’ve moved to a new neighborhood, city, or state, and immediately looked for services and businesses that you would be a customer at for years to come. Even if you’ve resided in the same place your entire life, there will be times that going to new businesses to shop is necessary. What is it that draws your attention to one company from the next? Is it the service? The owner and employees? The atmosphere and unique environment that hasn’t been seen from other businesses in it’s sector? Whether these same questions were asked by my barber before he took over the business or not, he created a brand that is unique and one of a kind.

Barbershops in general are old fashioned, with the occasional modern barber that went the contemporary route when starting his business. In the same category as a dentist, doctor, or any other service that requires going back to the same person(s), barbers are held in the same respect. If the barber did a poor job cutting your hair, you’re most likely going to look elsewhere.

Previous to my current barber owning the business, the barbershop was the typical small shop, in-between other stores along a city street that got decent business but was never crowded. Now, this formerly quiet shop is the place to go to get a haircut. It’s always full of customers, and even the long discussions like you’ve seen in movies, or when you were a kid.

How did this guy accomplish this? The first thing he changed was the name. Instead of the title being (Insert name) Barber Shop,  he used the word Classic, already making it apparent that this barbershop was like no other. Classic would be an understatement, as not only does he wear the white coat with a tie, but the interior of the store is old-fashioned, from the colors to the wooden floor. What he created was a brand. His unique brand.

Having an adjective such as Classic in the title of the business already signals a difference from all other barbershops in the area. While most are different, it’s usually not until you go inside and get a haircut that you notice how that particular barber differs from another. The title alone sets a trigger that this place is special and retro.

This doesn’t just apply to barbershops either, as it’s prevalent in restaurants, some of whom have a theme to go along with the food and clothing. Johnny Rockets, an old-fashioned burger joint that brings you back to the 1950’s and 1960’s, plays music from that era, the employees dress in the style of those who would found at a town diner in the 50’s, and the interior is full of billboards and ad posters of businesses such as Coca-Cola and Chevrolet.

It’s rare to see this restaurant empty, especially during noon when the line is sometimes out the door. Businesses such as Johnny Rockets and my barber succeed because they’re unique, create nostalgia, and have a retro appeal that also draws in younger generations. The name of the company alone tells potential customers what to expect, which is why business professionals always say to choose the name of your business wisely.

You, the business owner, sets the tone of your marketing. You’re the main marketer, and small details such as the name of your business and the environment of your store is in essence a part of marketing. My barber also utilized social media to further enhance his marketing strategy and draw in more clients in the process.

Your brand is important, and it goes hand-in-hand with the image of your company, being unique and one of a kind. Market and advertise in a way that your competitors aren’t. Offer the customers something they’ve never seen before, or bring them back to a time that creates nostalgia and brings them into your store. These two businesses are thriving off the old-fashioned and retro look. Find what works best for you and your company and apply it to your marketing strategy.

Business, Marketing

Marketing Matters: The Sales Pitch – The Deal Maker or Breaker

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In marketing and advertising the crucial element that either makes or breaks a deal is the sales pitch. This can take the form of a presentation in a board room, a face-to-face conversation, email newsletter, online advertising, or a commercial on television. The presenter must lay out the benefits of the product and or service that the company or the individual is providing, along with the cost and comparison to the competitors. Most products don’t sell themselves unless they’re an absolute must have for every household, but even then, the sales pitch is what introduced the customer to that product which in turn creates sales.

Needing a new shade after years of being weathered and worn down, a local shade repairer and installer had to be called. He explained the differences between the shades that were available, their benefits, the costs, and which one would serve a better purpose. The shade that was chosen blocks sunlight to reduce glare, keeps the warmth in during the winter due to it’s depth and the material it’s made from, and keeps the cool air in during the summer. By reiterating the benefits of the shade it made his sales pitch stronger, and the price that came along with it closed the deal.

As an experienced professional in his field he knew exactly what worked and sold it to his customer. That is successful marketing, and while the decision to go with the heavier shade was already agreed upon before he arrived, his sales pitch would be effective for someone who wasn’t sure what they wanted and needed the differences and benefits laid out on a table for them to see.

For this business owner, face-to-face conversations and presentations is the only form of sales pitching he does. There’s no Facebook or Twitter account, and no website. However, because shade repair and replacement is still in demand, he’s fortunate that his lack of social media presence isn’t hurting his sales, but they could definitely increase dramatically and help grow his business.

All business owners must pitch their products or services where potential customers can see them. I use this business owner as an example because of his strong sales pitch in a verbal conversation, but he hasn’t taken that next step and marketed to a broader audience that could increase clientele and income.

As I’ve said before, contractors or anyone who has a  product or service that can be presented in pictures, should get on Instagram and start posting right away. For example, what my living room looked like with the old, worn out shade and now with the new, more durable shade that keeps the sun glare out. Facebook and Twitter can also have a positive affect. Even for a small company that provides a service that gets forgotten about, many people would switch to a shade that keeps the warmth in during the winter, and cool air in during the summer for one reason; to save energy.

The same goes for all the other small businesses out there. Just because you offer a service or product that only reaches a limited amount of people at one time, don’t confine your business to this number and get on social media if you aren’t already. In this day and age, clientele can grow at a much faster rate than in previous decades, and that can be credited to websites, blogs, and social media. If you’re a small business owner who only makes sales pitches in face-to-face conversations, I suggest to set some time aside and broaden your business’ horizons. There are probably many potential customers out there, and they’re waiting for you to approach them.