Tag Archives: Twitter

Business, Economy, Marketing

How Much Different Is SMM From Old School Marketing?

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As with any innovation, we are often struck with amazement as to how we went so long doing daily tasks the conventional way, when there was a better solution that offered just as much, if not more valuable in less time. Social media marketing is one of those innovations that business owners look at as the game changer, the revolutionizing method of marketing on a small or grand scale. But is SMM all that much different than old school marketing, which has dominated the advertising agency for the better part of 50 years?

When Steve Jobs created the iPod, everyone thought it would revolutionize how we listen to music, and it has. However, the groundwork was already put in place with the invention of the Walkman. Jobs innovated and improved an existing concept, and by combining that with modern technology, we’re able to access our music libraries on our phones, iPad’s and laptops. Almost every song ever written is now available, and can be bought with just a click of a button, instead of buying individual cd’s or records and frantically searching for the album. Marketing and advertising have seen the same innovation, but instead of one man changing how we communicate and reach out to customers, a group of innovators have created the world of marketing as we see it today.

Advertising in the 20th century was mainly television commercials and radio and newspaper ads. It was pretty straightforward as companies could reach consumers on a massive scale by using a variety of methods to get their messages across. Today the focus is on social media, and instead of giant corporations dominating the advertising scene, small and medium sized businesses can have just as much success as their larger counterparts.

While television, radio, and newspapers are still used today, the innovation Steve Jobs had on the music industry, is the equivalent to what Mark Zuckerberg, Kevin Systrom, and the founders of Youtube and Twitter have done to business and marketing.

One could argue that Youtube, to some degree, has taken a bite out of television advertising. The same ads we see on television are now being seen on Youtube before videos. Combine that with Facebook through sharing links, and you not only have a platform that shares videos that are in essence ads, but a micro blog that allows business owners and marketers to share important news, information, and links to persuade consumers to buy into their products. Facebook can be seen as a mini newspaper because of the ability to post short tidbits of information, while also having the capability to purchase ads to specifically target consumers who would get the most value out of what the company is selling.

Instagram and Pinterest can be used as online catalogs, zoning in on one specific product at a time. Instead of mailing out printed catalogs to a number of recipients, pictures being posted to these two platforms can capture the attention and interest of specific viewers, and with Pinterest, a link can be provided which leads the consumer right to the online store.

Podcasts can be used similar to radio. The major difference here is that companies can choose which podcasts to advertise in, leading to a higher rate of conversion. If there’s a car discussion podcast, a local or regional auto parts store or supplier could advertise, which would have more of an impact on the listeners than if that same company decided to place an ad on the radio, despite the larger listening audience. Of course, podcasting is already niche oriented to begin with, and that plays a factor into how companies use that platform to reach consumers.

Twitter is the virtual billboard. The people who are scrolling down their Twitter feed are similar to the drivers who are passing by signs on a highway. Each tweet is a quick blurb with 180 characters and a picture to go along with the message. The most important factor for companies is how to get those users to click and go to their profiles, and that comes with eye catching photos and short phrases

Social media marketing isn’t exactly a new concept, but it does however offer platforms for companies to specifically target the right consumer. Instead of 30 second television commercials, radio ads, and newspaper articles, businesses of all sizes not only can capture a consumers attention with a strong social media marketing plan, but retain them and add to the community of consumers that Facebook, Twitter, Instagram/Pinterest, and Youtube can provide. Old school marketing captures attention on a grand scale and creates short-term recognition. While SMM, if done right, captures and holds onto the consumer, if those future customers see long term value.

Business, Economy, Marketing

Car Dealerships: Don’t Be Afraid To Use Social Media

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The name of the game is to sell cars, and what better way to do that than having an effective social media marketing strategy? Every other industry has hopped on board, and now it’s time for the auto industry to do the same. But what is really stopping dealerships across the country from branding and marketing their businesses to appeal to customers within their region? Unlike with TV ads, Facebook ads can target specific potential car buyers that live within walking and short driving distance of the dealerships that are advertising. So what’s the hold up?

First off, I’m just going to be straightforward. The social media accounts most dealerships operate are downright boring. You’re a business, not a virtual newspaper selling coupons every 3-6 months. Stop hard selling as if this is the 1950’s. One reason there is very little engagement with most dealerships’ social media pages is due to lack of trust. But more importantly, the content these accounts post aren’t worth reading or responding to. Instead of posting already used content by other dealerships that are selling the same brand, post unique content that shows off your showroom, best cars in your inventory, and interesting news or services that you provide.

Create a blog and share your content on your social media accounts. Tell possible car buyers why they should buy from you, why they should have their car serviced at your dealership, and explain the parts you use in the maintenance department to build trust and persuade car owners to come to you. Only posting when you have a sale or service special falls on deaf ears because you haven’t created good enough content that keeps people coming to your Facebook or Twitter page. They will inevitably glance or skip right over your post because 90% of your content is hard selling.

Post photos on Instagram. Herb Chambers BMW of Sudbury consistently posts pictures of BMW’s that are in their showroom. What 20, 30, or 40 year old doesn’t like a BMW M3, i8, or 435i Gran Coupe? You’re missing out by not posting on Instagram. The companies who are utilizing all social media platforms are increasing sales, but it’s their patience and determination that’s keeping them relevant because they’re posting good content that people want to see.

By being on social media, you’re in essence becoming an influencer. In studies, 27% of consumers are influenced by the cars they see on Facebook, Twitter, and Instagram. Because the pictures contain the car on the road, in the city, or in the woods, consumers can visualize themselves driving that car, or taking that same photo on their vacation. You’re giving social media users eye candy that they just might indulge in.

This doesn’t just apply to car dealerships, but businesses in every industry. You have to capture the reader’s attention by posting articles that are worth reading, post photos worth liking and sharing, and posting quality content that will show up on people’s timelines. By not using social media, you’re feeding the perception consumers have of your business or industry as a whole. You can change that by showing who you are, what products you sell (in this case cars), and why consumers should walk into your doors and not the competition down the street.

Business, Economy, Marketing

Car Dealerships: You Should Be Selling An Experience, Not Just The Car

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Even in the year of 2015, car buyers have a very negative perception of car dealerships. Go on Twitter, search the term “car dealerships” and you get many disgruntled consumers who aren’t happy about going to a dealership or spending any amount of time at one, even when they’re buying a new car. There are some tweeters who are complaining about the lack of free coffee or refreshments. At a few dealerships I’ve stopped at, I had the option of getting a bagel, coffee, and bottled water. Dealerships out there are missing out on a great opportunity to change the perceptions of car shoppers, and social media is the best way to create a positive vibe.

Mercedes Benz of Burlington, Massachusetts is about to reshape how consumers buy cars. While there are probably dozens of others in this state or across the country catering to and treating consumers like they really matter, many still haven’t caught on or marketed their upscale customer service specials. Mercedes Benz of Burlington feeds their customers with gourmet food and coffee, offers manicures, and car washes while they wait. Not only are the cars luxury and arguably best in class, but by treating their customers special, the word of mouth and the amount of referrals from happy car buyers will pay dividends in the short and long term.

If your dealership offers comforts that many potential car buyers don’t expect, you have to make that aware to them. You’re no longer just selling a car, you’re selling an experience. Jordan’s Furniture in Wakefield and Patriot Place in Foxboro were the beginning of a new trend, and they were far ahead of the curve. Bob Kraft doesn’t just own the Patriots, he owns an empire that is attracting fans, even during the offseason. Jordan’s Furniture draws customers despite the fact that some have no intention of buying furniture on that particular day. Mercedes Benz of Burlington, because of their special services and the treatment of their customers, will attract customers who probably were loyal BMW and Audi owners. This is the direction in which the industry is heading in.

You might ask, “How do we make potential car buyers aware of our high quality customer service?” The answer is simple. Use social media to your advantage. That’s where all your customers are, and by being friendly and acting human, you will change the perception car buyers have of car dealerships. That’s the biggest problem in the auto industry, lack of trust. You have to build that trust by posting quality and valuable content that makes customers engage on your social media pages. Show the friendly and comfortable environment your dealership offers. Post photos of your inventory and showroom. Give people visual appetizers so they’re comfortable when they walk into your doors.

Mercedes Benz of Burlington has got the right idea, and they’re executing to perfection when it comes to social media. They’re using all the major platforms and posting native content showing their best cars. You have to do the same or the dealership down the street who’s got a strong social media presence will steal your business. It’s 2015, it’s time to start marketing like it.

Business, Economy, Marketing

Social Media: You’re Personal Branding Every Minute Of Everyday

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What if I told you that at this very minute your personal brand and future career is being shaped? That every tweet, every status, every Instagram photo, and Snapchat picture you post today has an effect on how others perceive you tomorrow. I’m not just talking about your peers, but also employers, bosses, CEO’s, innovators, and big-time influencers. Your tweets are reaching someone, no matter how informative or silly they are, someone is reading them, and they’re not one of your followers. This is what at times is very hard for the mind to rap around, but social media can be your greatest asset, or the tool that gets you fired from your job, and possibly destroys your career.

Most of you have probably heard or read of someone getting fired for what they’ve said online. Last month, a teenage girl was fired from a job she hadn’t even started working at yet because she tweeted her disgust about working at the pizza shop. What you say can have dire consequences, which is why social media in most cases should be used with discretion and a sense of professionalism in mind. We’re living in a time in which everything we say on the Internet is documented and held under a microscope, and it’s time we start using social media the way it was intended.

Because trolls and childish commenters don’t deserve the light of day on a professional matter such as personal branding, I’m going to focus on how it’s essential to post mature and valuable content that will be worth reading and responding to. If you’re someone who takes professionalism and your career seriously, you’re going to prosper on social media because very few millennials are taking advantage of such a powerful tool that could change their lives around.

Companies and businesses are constantly searching on Twitter for content to respond to, retweet, and acquire clients and customers. Are you one of those tweeters who continues to write good and valuable content? Well keep it up because you will get noticed eventually. Take advantage of the voice social media has given to you and show the world (literally) what you know. Your tweets are reaching people across the country and in your own back yard.

When it comes to Facebook, are you engaging with your favorite fan page when they post content? Are you offering any valuable advice in the comment section, or giving a worthy response with your opinion that could change other’s perceptions? If not, start now. You can become an influencer just by consistently engaging on these pages, and who knows, maybe the social media department of these magazines or companies will take notice. Great content is never overshadowed because people will read it. Sometimes the responses aren’t aligned with your opinions, but you’re creating buzz and traffic for that fan page, and that’s important. Engagement and traffic is just as good as money for these social media pages, and if you’re bringing that in the right way, you have no idea where that might lead you.

There was once a time in which you had to apply for a job, seek out openings, and hope you offered more than the other applicants. Today, it’s the opposite. Companies and businesses seek you out. They want talent and young professionals who are ready for the work force. Admirable characteristics have become a lost art these days, but for those who still carry themselves like the people and professionals who came before them, they will find jobs and attract businesses and influencers to them and in essence, they also become influencers themselves.

It’s 2015. Millennials need to understand that every tweet, status, or blog post is their personal brand. We’re not Generation X or the Baby Boomers, our personal brand isn’t created the minute we step into the work force, it’s being built right now.

Twitter is an extremely powerful platform that could make anything we say go viral or reach people of importance. That’s why I recommend making accounts private if you have no regard for your own image and brand. The things I see people my age sharing on Twitter is outrageous and downright embarrassing. On the flip side, I see many people who are gifted with great talent and ability, but never use Twitter to their advantage or completely misuse it.

Social media, if used right, can propel your career to levels that people our age 20 years ago could only dream of experiencing. Our career’s fate could be sealed by one tweet or status, and that’s why Twitter should be used with discretion and professionalism.

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Blogging, Business, Economy, Marketing

Effective Social Media Marketing Starts With the Person Behind the Account

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Effective social media marketing all comes down to the level of intensity, passion, and love for the product, business, or service your company is offering. If you don’t believe in the product, are unsure whether it will sell, or have very little interest in what you’re selling, I can guarantee you will not see the results you are hoping for. A business owner, Youtube vlogger, blogger, or social media manager’s passion for what they’re selling, talking, or writing about is present in their work. If they love what they’re doing, it will be shown through the quality of their work.

The person behind the social media accounts, whether they’re the marketer or the business owner, take on the business’, blog’s, or website’s brand. That brand is constantly being shared through the statuses, pictures, and tweets, and the passion that the social media manger has for whatever is being sold or shared will ignite others to respond and take a closer look at what your company does or what your website talks about. Social media has become the face of the company’s brand. While you, along with what you post, is the heart and soul. If you write or share content that comes directly from the passion you have for the subject, you will get noticed.

This coincides with the amount of times you should post on your social media pages. People always ask, “How many times per day should I post content on my accounts?” My answer is, if you truly love and believe in what you’re selling, the number of times you post no longer becomes an issue because you’ll always find interesting content to share with your followers.

On Twitter, why are some entrepreneurs better at maintaining their large group of followers while others become the occasional tweeter who just shares content but nothing more valuable? Some would say lack of time, but if you truly love your business you most likely want to talk about it to anyone who wants to engage in a conversation. Who knows, you could learn something from your followers by listening to them and engaging in two way conversations.

Social media marketing really does come down to the passion you have for your business, service, or product. Being apprehensive and shy towards reaching out to potential clients and customers becomes less of a problem when your truly believe in what you’re offering to make their lives and businesses better. Just as when we were in school, we never put in the effort to do better in the subjects we hated or had no interest in. But those classes that made us think, be creative, and formulate new ideas were what got us through school.

Whether it’s a hobby or the line of work you do, social media is the tool that helps us reach out to like-minded individuals, clients, and customers who will walk into your store’s doors or buy your products online. It’s imperative that we use social media to our advantage and see a ROI that you’ll never get from traditional forms of marketing.

Economy, Marketing

It May Be A Great Product, But What Do The Sales Figures Say?

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Walkman
muadib.ar / Foter / CC BY-SA

Whether you’re selling candy, clothes, automobiles, tech gadgets, or any other products you can think of, everything you do behind the scenes and in your marketing strategy mean nothing unless the sales figures reflect the day-to-day operations and processes. The product may be great, it may look cool, and you may think it sells, but if there are no buyers and sales figures are down, changes have to be made to create a desire and want for the product you’re trying to sell. When it comes to products, there is so much to selling and marketing than what you, or your friends think, and what may seem popular in one clique, could be completely irrelevant to a broader customer base and bigger target markets.

At the International Consumer Electronics Show in Las Vegas, Sony unveiled their new Walkman (I know, we’ve suddenly taken a trip to the past). It will be on sale for a mere $1200 this Spring. While Generation X can have their flashbacks down memory lane, the issue comes down to what we should expect in terms of sales figures. Taking on Apple where they’ve dominated since the beginning of the millennium is a very bold strategy. Most MP3 players have failed against the iPod, why should the Walkman expect to steal market share away from Apple?

At $1200, are consumers really going to buy that over the traditional iPod? As a consumer and student of business, these questions have to be raised. We’ll find out soon enough, but let’s move our attention to automobiles that are selling, and in particular Cadillac.

Over the past 6 months all you’ve heard from Cadillac is how they’re going to take on BMW, Audi, and Mercedes Benz. ‘The reign of the German Big Three is coming to a close because they’re not making cars like Cadillac’, is essentially what the leaders of the American luxury brand has bragged. Well, the annual sales figures have been released, and it’s time to see who has ended up with egg on their face.

According to goodcarbadcar.net here are the statistics.

Audi: Sales up 15.2% in 2014 from the previous year.
BMW: Sales up 9.8% in 2014 from the previous year.
Mercedes Benz: Sales up 6.5% in 2014 from the previous year

And then there’s Cadillac.

Sales figures down 6.5% in 2015 from the previous year.

Cadillac is improving from what they’ve produced over the past few years, the problem however is the very strong perception that Cadillacs are still owned by older folks, and even worse they’re still a branch of GM. Once again, the product can look great and may be a better option, but the sales figures don’t show that.

Another example is coming from a different side of the business spectrum, the branding, marketing, and advertising branch of business. Entrepreneur Magazine shared an article discussing 10 of the worst new logos for big companies in 2014. While a few are clearly bad, others were an improvement and further developed the brand and direction the company is moving in. Whether these logos were bad or not, what do the sales figures have to say?

Personal opinion is what blinds us all from seeing the truth, and in this instance I’m talking about business, and this can be from the owner or the consumer. Sales figures show no bias, they have no favorites, they reflect the changes that really matter, positive or negative. Sony’s Walkman could be a huge bust or a success, but at $1200 let’s see how long that price lasts when consumers can buy an iPod for much less. Cadillac is being aggressive, attacking the German auto brands and trying to compete against the most popular car companies in the world. In 2014 they failed to live up to the hype. Lastly, personal opinion that fails to see what the sales figures really say, loses all credibility.

In business there are two things you must be aware of, listen to, and learn from. Sales figures and the consumer. These two aspects tell the truth. The customer is always right, and sales figures are never wrong.

Marketing

Marketing Your Business Or Product Through Storytelling

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BuzzFeed
Scott Beale / iWoman / CC BY-NC-ND

In this day and age, the last thing you probably want to see from companies is an annoying ad that jumps on your screen that slows you down from watching a video or reading an important article. We’re now living in a time where businesses don’t have to waste money marketing with written ads, TV commercials, outdoor marketing, or even email marketing, which has seen a decline in effectiveness since social media’s emergence. With that being said, these same businesses can make a two minute video that captures your attention and emotions towards a particular product and make those two minutes worth your time. However, businesses don’t capitalize on storytelling, despite the fact that they have all the tools at their disposal.

Toyota paired up with Buzzfeed to create a funny two minute video comparing your first car, which was probably a lemon, and your real first car that’s new, clean, and cool to look at. By comparing how we treat both cars, any driver can relate. My first car had no power windows, no power locks, and a horrible sound system. I didn’t care if was clean on the outside, all that mattered was that it drove. But when the new car came around, you can believe that there were strict rules about eating and drinking in the car. This video was promotion for a Toyota Corolla, and by creating that emotional connection, viewers could easily relate. Plain and simple this was a car ad masked by using Buzzfeed to help promote the car by telling a story.

The question that I’ve asked myself is why aren’t other car companies or even businesses doing this? It’s one thing to create a cute 30 second TV commercial, but it’s quite another to get a reaction to a longer, well thought out video that gets immediate results. I’m not interested in a Corolla, but for 20 somethings who are in need of a car, they may consider buying the Toyota because of Buzzfeed’s marketing and storytelling that got the viewer thinking and made them reminisce about the old days.

As a business owner of a web design company, BostonWebWorx, I know the difficulties of trying to create a website by yourself. It’s not easy, and most web design books don’t help because they assume that you have some understanding of the basics, which we all know we weren’t taught in school. By once being that teenager trying to create his first blog and spending more time on the appearance than the content, I know that feeling and frustration. With my business and team I’ve assembled, web design has become very simple, and best of all, because we use WordPress designs, there’s less hassle and no headaches for you. Google analytics and SEO are already taken care of, and if you want to change the content a few months later you can easily do so when you log into your account.

Because I can relate to the customers, I know where they’re coming from, I understand their frustration, and I can offer them a website they’ll be excited about. Just as the Toyota Corolla ad through Buzzfeed, they knew who they were targeting, understood their frustration, and offered a solution by showing off their Corolla to the audience they know are in need of a car. That’s how you market through storytelling. Most ads that you see on TV don’t create any connection which is why they don’t see a strong ROI. You need to tell a story, and with social media and Youtube you can accomplish that.