Marketing

Social Media Matters: Web Content vs Social Media Marketing

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In 2014 companies have multiple outlets and strategies to choose from when it comes to marketing, advertising, or just getting exposure from a blog they manage. One debate that has become a tug of war over the past year or so is what form of marketing is better. Should businesses continue using SEO and Google Adwords or change their strategy by looking to social media and other forms of digital and mobile marketing? Even for the average blogger who is looking to make a few dollars as passive income, what is the more effective game plan that will get them noticed and the results they want?

Web content continues to be the main focal point for businesses, as SEO is still relevant and effective enough to bring in money and customers. However, in the digital age and the evolution of social media, companies have to straddle a fine line between posting content that is engaging, but not so long that readers lose interest and stop reading halfway through the article. The title can be enticing enough to click on the link, and companies might be posting really informative content, but article length does pose a potential issue if their clientele need visualization more than text.

As a blogger and former sports editor, writing content worked because fans wanted to read about their team. The sports industry does well when it comes to web content because sports fans can’t get enough of the rumors and news surrounding their favorite team and organization. But how about the companies that are in industries and business sectors that don’t have avid fans and customers that want content about a service or product like an endless supply of chocolate cake? Where do these companies turn to gain interest into what they’re selling? Social Media.

A simple fan page on Facebook and a Twitter account is enough to attract potential customers for two reasons. First, businesses can specifically target an audience that already has interest in the product or service. The keywords that are used when creating a promotional ad for a Facebook fan page targets users who like similar products or have certain interests that pertain to the same industry and activity. This allows companies to focus more time on potential customers who might buy into the service or product(s), and invest less money into their marketing strategies.

Second, the content that can be posted on a Facebook fan page or Twitter account is actually more informative and direct due to the creativity businesses have to employ. With Twitter allowing users to post tweets with 140 characters or fewer, what is being said has to be precise, making it very clear to the reader what the company is trying to sell. Facebook is similar as well. One paragraph with a link or picture and video of the product is more effective than a 1000 word article posted on a website. If a service or product doesn’t need to be explained thoroughly, social media is the better route to take because of it’s directness and it’s ability to help the customers and followers visualize.

It really comes down to the clientele. If they want to visualize and watch, social media is going to reap the benefits more than just web content alone. Also, social media allows more interaction with both the customer and company as it’s more personal and engaging. Questions can be asked and information can be given out and received without the customer or follower reading a long article that possibly jeopardizes the chance of that viewer buying into what the company is selling.

As a customer myself, and a social media marketing consultant, I truly believe web content needs to reinforce the social media aspect of a marketing strategy more than dominating it. More people use Facebook and Twitter than Google and other search engines. It’s time to make the switch and plunge into the digital and mobile age.

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.

Marketing

Marketing Matters: What Local Restaurants Aren’t Doing Is Killing Their Business

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Restaurant
Foter / CC BY-SA

 

When we think of marketing it’s usually commercials, online ads, and email newsletters, but only the industries that thrive off exposure fully utilizes what we consider “marketing”. Local and even  bigger conglomerate restaurants rarely use any form of advertising, and some ads can still be found in the yellow pages. Everyone knows that eating is a must, and for restaurants the busiest times are around noon and hours from 5 to midnight, depending on whether it has a bar and how long it stays open. But what about the hours that customers don’t walk through the doors? How can these restaurants make money that rival their competitors during the down time?

Remember those local diners or restaurants that everyone loved? For travelers passing through the town or city, they had no idea what they were missing, or if they walked in, what to expect. Usually these diners would have specials at certain times during the day, or would have an item on the menu during the week or on a particular night that was a must have. These specials, similar to what Golden Corral does, attracts customers because it’s a once a week meal that’s not on the menu any other time during the week.

But in the 21st century and with the internet, those travelers and even residents of that particular town should know the specials and prices the diner or restaurants provides before walking through the door. However, this is still not the case.

Last summer a few friends and I would go to Chili’s. The food was great, but better yet, the movie theater was right across the street, which is why we chose that restaurant. For some of us who had the same dish every time we went, there was no need to read the menu, but for one friend, he always had to try something new. In the few months we went there, the menu would change slightly, with new dishes and offers making choices more difficult. We didn’t check the menu on the website before going because as typical 20 year olds, we didn’t feel the need to research what we were going to have.

This leads to the problem with most restaurants. As customers who went to Chili’s on a weekly basis, we expected the same food every time we went there, only to be surprised when a new dish was featured. Had Chili’s given us cards to fill out asking for our email addresses, they could send us, along with all the other customers they gave the cards to, weekly or monthly email promotional ads featuring their new dishes and entrees. By doing this they would have an email list and another way to market their food. It’s cost efficient and doesn’t require much effort.

For all the small restaurants, an email list is crucial. You don’t have the same marketing and advertising opportunities such as Chili’s, but on a smaller scale you can keep in contact with your customers and inform them on what’s new to the menu.

This,  along with a Twitter and Facebook account, would cover all the bases when reaching out to your customers, and even the frequent travelers who pass through your city or town on their way to and from work. Right now, no not many customers, except for the most loyal, will know what is on your menu, or what is being added to it. An email newsletter is a perfect way to get the word out, and the customer’s decision on what entree he or she wants will already be decided before walking through the door.

Restaurants don’t market on a small and simple scale, but you can be one of the few. Give your customer a card to fill out, ask for their email address, and then inform them on what your restaurant is up to, the specials, and the new entrees. You do this, and I guarantee, your profits will likely increase, especially during the off hours in-between lunch and dinner.

 

Blogging

How College Students Can Get Ahead In Their Careers

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Francis M. Drexel School Interior
John Trevor Custis / Foter / Public domain

 

I’ve been asked many times by college students, both my age and younger, how they can stand out from their classmates when it comes to finding a job and starting a career. A few months ago, Bentley University released a study suggesting that many college students aren’t prepared for the corporate world. Because of this there has been mounting frustration by recruiters, as they are seeking young professionals who are ready to contribute to a company.  So how can the next generation of workers get their feet in the door to kickstart their careers and be ahead of their peers?

1. Create a blog

It can’t be reiterated enough; starting a blog is the first step in getting exposure, readership, and notoriety. Too often college students assume that no one wants to read, or cares about what they have to say, whether it’s their career field or hobby. Recruiters are frequently searching for young, bright talent who have knowledge in a particular industry or career, but most students don’t meet them halfway through a blog or website. A blog is the internet version of a resume, and all the articles you write and share add up to being a treasure chest that shows your value.

2. Start a YouTube Channel

When it comes to students of any age, many never look to YouTube as a form of getting themselves out their and sharing the knowledge they have with the world. There have been a few successful YouTubers who have become young entrepreneurs and creators, one of which is Bethany Mota, who has her own clothing line with Abercrombie & Fitch and has been mentioned by websites all across the business sector. This girl started making videos about her passion which was clothing and fashion, and over time gained thousands of subscribers which got the attention of multi-million dollar companies.

Another YouTuber, one who I had followed in my teenage years, is the musician Dave Days. This former high schooler who created parody songs and covers of hit songs in his basement, with a small group of friends, became a sensation. This later gave him the opportunity to move to Los Angeles where he recorded videos with other YouTubers. He’s also made a video with Miley Cyrus, who at that time wasn’t at the center of controversy. Now Dave Days has albums that can be bought on iTunes, has gone on tour with other YouTubers, and has a following of 268,000 people on Twitter and 1.6 million subscribers on YouTube.

While both Bethany Mota and Dave Days took different paths and have reached different levels of success, they both have one trait that got them where they are today. They never stopped making videos, and continue to post on a weekly and monthly basis.

For college students, talk about your passion, whether it’s a hobby or the major you’re taking. Your passion and love will be noticeable, as those YouTubers who stopped after 10 videos, lost interest or never really had a fire for the topic to begin with. Inform, persuade, and most importantly, answer questions viewers might have, as this shows your expertise, experience, and knowledge of the career field or hobby you have.

Also have fun while making these videos; no one wants to watch five to ten minutes of someone talking while being completely stone-faced with no emotion. Those two YouTubers above attracted subscribers and viewers because of their personalities and their friendliness. Your passion and knowledge will show, and with perseverance you’ll get noticed.

3. Get Linked on LinkedIn

LinkedIn is known as the Facebook for adults, but it can also be a great outlet for college students to connect and network with people who can possibly help them later on in their careers. What is not advised is to connect with strangers, although many young students and even adults do this. Start with your friends and family, and move up from there. You can join groups that share content that is definitely worth reading and discussing with professionals who are in the career field you’re working towards joining after graduation. Very few college students take advantage of the tools that are at their disposal, and by connecting with experienced professionals, you’re much more likely to get that job and learn from others who are in your profession.

Tying these three outlets together, creating accounts on all social media platforms is a must, as this will add to the effectiveness of your blog, YouTube channel, and LinkedIn profile. Remember, you’re  college students and most of your aren’t getting paid yet or have families of your own. Be bold, take the first step now and get yourself out there. You have the opportunity to show the entire world what you know and that you’re worth hiring more than the kid sitting next to you at a lecture. There is nothing to lose, and taking this initiative now will pay off in the future as long as you persevere, are consistent, and always work hard.

 

 

 

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