Tag Archives: social media

Do Your Content Marketing Efforts Compare with the Best?

8 May

Apple and Orange

Find out what the best B2B small business marketers are doing to succeed in content marketing, the major challenges facing them in their content marketing efforts and the tactics and platforms used to deliver content.

The Content Marketing Institute just released an original research report on small business content marketing, “B2B Small Business Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America”.  It’s full of relevant data for the SMB marketing organization, providing an opportunity to compare your content marketing efforts vs. your peers as well as the enterprise business.

The report looks at several trends including the percentage of marketing budget spent today on content and the planned growth in spending over the next year.

You can sign up for your free copy of the research report at Content Marketing Institute.

Social Media – Just Like Any Other Business?

22 May

Has Social Media become so complex that we feel like we’re losing our minds trying to make sense of it? For the majority of us, Social Media is complicated, even for those of us that use Social Media on a regular basis. It’s a young industry and new companies, tools, and applications are continuously launching. Trying to make all that visually understandable to us, Buddy Media and Luma Partners published a graphic categorizing Social Media firms, platforms, tools, and blogs. This graphic seems to have hit a few nerves about the complexity of Social Media today.Businessman with many choices

(Due to confidential and proprietary content, the graphic is not included in this blog. The graphic can be viewed at one of the two links below. )

In Eloqua‘s blog on the recent graphic, Joe Chernov compared the complexities of Social Media to that of the auto industry and its vast ecosystem.   Even if Social Media is as complicated as other businesses making that comparison doesn’t mean that Social Media isn’t complicated. And for most of us, who are not experienced digital marketers, Social Media IS complicated.  Yes, there is an almost endless amount of free Social Media white papers, ebooks, webinars and blogs to help get educated.  It still takes a lot of time to understand every platform and tool, their differences and then to decide which ones are the right ones to support the marketing plan.

Do we need to learn all the tools inside and out to be successful at Social Media? I don’t think so. Deciding which tools to use in Social Media is like other marketing decisions we make.  We start with goals and objectives, focus on the products that will help to achieve them and ignore the rest.  Buddy Media’s graphic depicts 28 categories and almost every Social Media platform and tool available. That doesn’t mean every one of those tools or even a fraction is needed to support our marketing needs.

And if Social Media is like other businesses, a time will come in the not too distant future when there will be a consolidation of companies and integration of products and features.

What do you think?

Resources:

Social Media isn’t “Ludicrously Complicated” Business Is, by Joe Chernov, It’s All About Revenue, Eloqua blog

This INSANE Graphic Shows How Ludicrously Complicated Social Media Marketing Is Now, by Charlie Minato, Business Insider blog

Repurpose Existing Content to Create PowerPoints, Videos and Reach More Customers

24 Apr

Wouldn’t it be great to have your own Content Marketing staff, a team of writers that could meet your every content need?  For the majority of us, there is no Content Marketing staff.  Content development most likely falls under someone in marketing that already has a full plate of responsibilities or maybe it’s outsourced. One way to effectively extend marketing resources and the value of content is to repurpose it in different mediums.

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Are You Watching Social Media from the Sideline?

20 Mar

American football field at the 50-yard line.Many companies have Social Media strategies and plans in place.  Many still don’t. And it isn’t only small businesses. Even some large companies don’t have Social Media in their marketing play books. Social Media is the great unknown and risky unchartered waters for many businesses. They avoid any efforts to develop a program, instead watching Social Media from the sideline.  If this describes how Social Media is viewed at your company, maybe it’s time to learn to crawl before you run.

Consider trying one Social Media platform first.  Don’t wait to develop a comprehensive Social Media strategy and campaign. Having said that, it is important to have goals in mind and what you’d like to accomplish.  An initial goal may be as simple as creating a Twitter account and following leaders or competitors in your industry everyday for the next three months. Remember that your actions should be consistent with your brand and target audience messaging, no matter how high of a level you decide to initially participate in Social Media.

The Best Platform for a B2B to Start Social Media Activities

If you are a B2B, LinkedIn is a great choice to test the Social Media waters. This is the professional business networking platform.

Start by completing a LinkedIn Company Profile page.  You can add information, accessible to all LinkedIn’s 150 million members, about your organization including your logo, products and services, current promotions and job openings .  With a company page, once you have followers you can start a conversation and engage with them. LinkedIn members follow what matters to them professionally and to their business.

Next, build your company’s LinkedIn presence by identifying members within your company to join industry groups related to your business like customers’, partners’ and competitors’ groups.  Being a part of these groups is really where your business can benefit.  If this is a first time participating in a group, take some time to listen and get a pulse on the conversations of the group.  Establish your authority and expertise in these groups by becoming an active participant sharing useful information and starting discussions with the group. Another benefit of participating in groups is the opportunity to hear what customers are thinking about your product, your competitors and what is trending in the industry.

Increase your LinkedIn presence further by creating your own industry group. I like the HP and Intel group, Small Biz Nation that features good discussions on relevant topics for small businesses like the discussion on Techniques to Stay Connected to Your Customers. Another group I like is the American Express Business Knowledge Share with discussion topics ranging from Social Media and online marketing tips to How Participating in LinkedIn Groups Can Help Your Business.

The costs of not participating in Social Media are too great.  You don’t have to watch Social Media from the sideline.  Pick a platform and get started.

How to Create Your Brand Page on Facebook’s New Timeline

5 Mar

On March 30th, Facebook’s New Timeline will go live for all Brand pages, whether or not your company has updated its page.  Take this opportunity to create an engaging page for your brand over the weeks ahead. There are several changes you need to be aware of for your brand page. Below is a handy guide from hearsay social on what you need to know to create a brand page and links to blogs that cover the changes.  Make sure you review the blog by TechCrunch’s Josh Constine.  It’s thorough. For additional information and help go to the Facebook Help Center.

Here are a few key changes worth highlighting:

1.  Cover Photo – The cover photo takes up a large amount of space spanning the entire page.  Here you should choose a photo that supports your brand.  It is important to know that Facebook Covers may not display calls to action or references to Facebook Like or sales promotions, pricing or website URLs.

2.  Left Side Navigation – The navigation for page apps has moved to the right and below the cover photo with thumbnail photos above the text link.  Four of these apps are above the fold and one is default for Photos.  So, three of these four you can choice your apps. Pick your most important three. Unfortunately, this limits visibility for custom apps; contests, promotions, coupons, games, etc. since the default landing page for all users will be the Timeline page.  Users will need to click through to find additional apps.

3.  Messages – Messages can now be sent privately by users vs. posting on the public wall for all to see.  This can be a benefit if you don’t want certain comments visible.  You’ll need to determine a process internally to actively and timely respond to the Messages.  For some businesses, this may create a burden.  Try testing it for a few weeks to monitor the number of messages sent and your organization’s ability to manage it.

4.  Timeline Bar – To the right of the cover photo is a new timeline bar that allows users to view a brand’s history over the years.  It’s a great opportunity to highlight your favorite posts by you and your fans.

5.  Pinning – This feature will allow you to pin an important feature story, promotion or event and post it at the top of the timeline for seven days.

6.  Star a Story – You can also star a post to grab attention and highlight a story on your timeline.  When you star a story, it will expand the full width of the page.

Cover of Facebook ebook by hearsay social

The New Facebook Pages Brand Timeline by hearsay social.

Resources:

Introducing New Facebook Pages, Facebook website
Learn About Facebook Pages, Facebook video
How to Use Facebook Timeline for Brand Pages: New Feature Details, Josh Constine, Technology Writer, TechCrunch
Timeline for Brands:  How to Prepare for Your Company’s New Facebook Page, Jim Belosic, CEO Short Stack on Mashable
Facebook Timeline for Brands, the Complete Guide,  Christine Erikson on Mashable

Sharing the Who, What and Why With Customers

28 Feb

Several months ago a start-up had asked for a review and recommendations for improving  their current website and Facebook page.  What stood out most for me was that their website lacked information about the organization, the Who, What and Why were all missing.  Who is a part of their organization? What is their organization about?  and Why does it matter that customers do business with them?

For a new business with a unique product, sharing this basic yet key company information with potential customers is even more critical to build trust and a relationship with customers.

While this may seem pretty obvious to most of us, sometimes smaller organizations and start-ups feel the need and want to be different starting with the website.  For this organization, they have a unique, creative and non-traditional approach to funding charities.  Their website design and content reflects those attributes.  But, the important point is not to get so caught up in being creative or non-traditional that you forget about why you have a website in the first place, to provide information and to connect with your customer.

On this organization’s website, there is no tab or section that tells the story of how or why the organization got started, who the founders are or what is the mission.  A Join button is located on the home page that immediately opens to a window requesting customer contact information to join. There is no landing page to tell the customer why do business with them or in this case ‘join’ their cause. And because this organization has a new model in charity giving, it is important for potential customers to clearly understand how the giving of donations works, what is expected of them and what if any are the costs should be explained on the site before the call to action to join.

Understanding where customers are in the sales process and providing the right content for each stage in the sales cycle is also critical.  If you don’t provide the appropriate information, customers that are not yet ready to buy will leave.  Don’t ask for the sale too soon.  You’ve got to build trust first.

Start with the website. For the majority, it is still the first place they go to learn about a company.  Be creative in design and marketing on your website but, also include the information that customers need and want to know, who you are, what you are about and why they should do business with you.

How to Avoid Social Media ‘Soup du-jour’ Syndrome

27 Dec

A small business owner and I met the other day to discuss social media and how it can help her business.  She said she was overwhelmed by all the different platforms and sites and wasn’t sure which one was the best way to go.  Her perception is that social media tools are ‘soup du-jour’ and she felt as soon as she made a choice of which social media tool to use another would take its place resulting in wasted time and money and missed business opportunity.

The variety of Social Media options can be overwhelming and make each platform seem like the ‘soup du-jour’.  Look at Social Media as you do any other marketing tool in your mix and chose the platform based on how it will help achieve your goals and you will have success.  Social Media is no different from any other marketing tool you use to reach customers.  Both marketing tools and social media platforms should be chosen based on which will most effectively reach your target audience to meet your goals with the resources you have available.  How you message and how you communicate with your audience are the differences.

Commitment is Key to Avoiding Social Media Soup du-jour Syndrome

You can commit and believe in your Social Media choices if you do some work up front. That work includes taking time to set your goals and plan.  No marketing tool, social media or other will succeed in helping you reach your goals if you don’t do the work up front.  If you don’t, the result is you will have wasted precious time and money with little success.

Top Social Media Platforms

The top Social Media platforms can help a business meet its goals depending on the target audience and each requires different capabilities, time and resources and include; social networking, multimedia, blogs and microblogs.  Some of the most popular are Facebook, (social networking site), LinkedIn (social networking site for professionals), MySpace (social networking for the creative, artists/musicians), YouTube (video sharing site), Flickr (photo and video sharing site), Mashable (Social Media news blog) and Twitter (microblog).

Follow These Basic Steps When Choosing a Social Media Platform for Your Business

  1. Develop your Marketing Plan
  2. What are your Social Media goals – these should support your Marketing goals
  3. Develop your Social Media Plan
  4. Look at and focus on the top Social Media platforms and sites as a start
  5. Chose the most effective of these to reach your audience and based on your capabilities and resources. Who are your customers?  Do they even have a twitter account to follow your business?  If not, twitter is probably not your best choice.  Are you able to post blogs consistently?  Do you have the resource to develop content and video to post on YouTube?
Additional Resources
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