Tag Archives: Social Media Marketing

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.

Business, Marketing

Social Media Matters: Don’t Forget About Facebook Group Pages

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When it comes to marketing on Facebook, creating fan pages to connect and acquire new followers and customers is a must. However, group pages shouldn’t be forgotten about. Fan pages are great for posting and sharing content for followers to read and interact with, but in some cases and industries, a group page on the side would be beneficial. The way Facebook pages are currently constructed, there is the potential for a disconnect between followers and the business, and also from one customer to the other.

As a hobby, and as an owner of a specific vehicle, I created a Facebook fan page for the car that I own. Without any advertising the growth rate of the page was tremendous, and the amount of viewers being reached was impressive, considering every single like and view was all organic. However, a problem arose a few months later when people who liked the page began posting comments and pictures of their cars on the Facebook page’s wall. No one other than myself, and anyone who looked at the comments section, would have seen the questions and pictures fellow car owners posted.

On a few occasions there would be questions that were posted that I couldn’t answer, as the model the owner had wasn’t sold in the United States. Knowing that the page had a global audience, there was most likely someone from Europe who could help answer the question and knew more about that specific model than anyone in the states.

A few months later, I stumbled upon a group page dedicated to the manufacturer that made the car I and my followers own. This group page had members who would post pictures and discuss news about the manufacturer, making it an open forum and a friendly place to socialize with other car owners. The comments and questions that were posted could be seen by all members, not only on the group page’s wall, but also on the members’ own news feeds. This allowed for more engagement, more answers to questions, and an endless supply of pictures that were constantly being posted.

How does this all tie into marketing strategy for a business, or become an invaluable asset to companies? If your business sells products, not only are you posting pictures of those products, but your customers might do the same, depending on what you sell. Unless you publicize your customer’s pictures on your fan page, not many, if any of the other fans of the page will see it. This has nothing to do with posting content, but more of connecting yourself to the customer, and having that customer connect with the other followers of that page.

Especially for businesses, there is also a review section where customers rate your business and hopefully write a nice comment to go with the rating. While it’s a great feature to have on the fan page, all the fans see is the 5 star system, while the comments themselves are in a tiny box which needs to be clicked on to show all comments and ratings.

With a group page, the customers can all be in one place where they can share experiences, talk about the product, and you the business owner, can further engage with your clients on a more personal and friendly level. The group page shouldn’t be a substitute for the fan page, as you’re not going to post marketing content there, but have that go hand-in-hand with the fan page as a mini forum option for the customers and followers. Also with a group page, you can link your fan page on the wall, and pin it to the top where everyone can see it for as long as you keep it as a top priority status.

As business owners, you must use every weapon in your arsenal to attract future customers and connect with current clientele. A group page should be utilized to create that engagement with your fans and customers. Even though you can’t promote it as you can a fan page, it’s primary goal is to bring all current fans into one place where they can discuss your products or services. There you can gauge what they want to see and find out what will work best for your business in the future. Group pages stopped being popular when Facebook gave owners the power to advertise, but there is still an opportunity to revive that aspect of the social media platform, and use it to your business’s advantage.

Business

Can Entrepreneurs Learn From LeBron James’ Career and Decisions?

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Sports are often looked at as a recreational activity more than the business it really is. Owners, coaches, and players are all part of a major business; in the US the NBA, NFL, NHL, and MLB are the major corporations and the coaches and players are the employees or contractors. While they’re never looked at this way, players are however entrepreneur-like; they take risks, make their own decisions based on self-interest, and what option better suits them in the long run. Current and future entrepreneurs can learn from the decisions players make, and LeBron James’ career is the best example.

The average fan’s perception of LeBron is that he’s a mercenary, jumping from one team to another to win a championship, instead of staying with one team and being successful with the organization that drafted him. However, his decision to leave Cleveland isn’t too different than an employee leaving his/her job to start a business, or an investor parting ways with a company that isn’t making money. LeBron has a goal, and that is to win a championship, whether that’s in Cleveland, Miami, or anywhere else that has a chance to do something great. We all have dreams and aspirations to run a business and grow it into something bigger to be successful, so why should a player’s situation be looked at differently?

The backlash LeBron got for leaving Cleveland is similar to how friends and even family look at our own decisions to start a business, be an entrepreneur, and not go the same route our predecessors traveled. In this case, Michael Jordan’s “loyalty” to the Chicago Bulls is the standard James is held to, but instead LeBron decided to be a man and make a decision that would change the NBA forever.

Just as successful business owners and entrepreneurs have set the standard for excellence, James has created a frenzy in the NBA, and every superstar wants the opportunity to create a super team and win championships. As entrepreneurs we dream of success, and players dream of winning the championship, that’s how fans should look at the decisions stars make.

In the final analysis, LeBron didn’t listen to critics for going to Miami, as we shouldn’t listen to the doubters in our own lives, but feed off that doubt and do something amazing. We are all meant to shine in our own way. For some, like Michael Jordan, staying with one team, or being an employee works. But for that one individual who is going nowhere and not reaching their goal, the decision has to be made, whether to play it safe and remain average, or start a business, become successful, and silence the criticism and doubt.

Business, Marketing

How Social Media Marketing Can Change the Perception of Marketers

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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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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.

Marketing

Social Media Matters: Engage With Your Customers, Even in a Casual Setting

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Facebook, Twitter, and many social media platforms allow businesses to connect with their customers and acquire future consumers by specifically targeting their audience through ads and updates on their pages and accounts. However, connecting with your followers or customers doesn’t have to be confined to formal engagement and can be used even when using your own personal Facebook or Twitter account. You may ask how, and it’s actually really simple; something you might already be doing without even thinking about it.

A few days ago I had casually commented on an update a popular car blog had posted on their Facebook fan page. An SUV, that in my opinion wasn’t practical for any consumer financially, was loved by many who commented on the same picture and link. A person responded to my comment giving great feedback, which wasn’t his intent, as he made the case that this SUV was capable of going off-road, and the vehicle was well worth the price.

A lot can be learned from this, and as a marketer, if I was to come up with a marketing strategy for that specific vehicle, the feedback that was given allows me to tailor any advertisement towards an audience that wants that SUV. Off-road capability, along with it’s AWD, and cargo space, should be the main focus when advertising that vehicle. Now that we’ve got inside the consumer’s mind and understand what he or she wants in a particular vehicle, it can now be applied to both the auto industry and other business sectors.

Very few businesses do this, but asking the buyer why he or she is buying the product they brought to the counter gives invaluable information to the marketer. There is no reason for them to fill out a form stating why they bought it, but a simple question that can then be applied to the next customer that walks through your door. If you own a toy store and a kid comes up to the cash register with an action figure or play set, seeing his or her excitement for it, and listening to what they’re saying, then allows you to market that toy to attract kids who want that toy, but didn’t know it was in your store.

This shouldn’t be confined to products either, as even a gym can get positive or negative insight into what the consumer or gym goer wants. I’ve been asked, “How did you find out about our gym?”, but I’m never asked “What do you like or dislike about our gym?”. The second question is almost, if not more important than the first, as the customer’s response may make you consider changing what your gym offers. If a majority of customers express that they want more free weights and less machines, action should be taken to make the people who workout there happy. Simply asking that question could save you time and money, and keep gym goers coming through your doors.

Consumers don’t want formal marketing, questionnaires to fill out, or annoying ads that hinder what they want to do. Engagement on social media, both on your fan page and during your own personal time, along with asking friendly and open questions, is going to make the potential customer more comfortable. You can learn a lot from what the consumers are saying, but you’ve got to be willing to listen. One status on Facebook pertaining to a product or interest is a great way to learn the buying behaviors of your customers. If you can understand the psychological reasoning behind their buying habits, you’ll be able to market and advertise much more efficiently and effectively.

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.