Tag Archives: Twitter

B2C Lessons that Can Improve B2B Brand Experiences

15 May

I recently read The Experience Effect by Jim Joseph.  It’s about creating just that, an ‘experience effect’ that will drive consumers to a brand.  As I read Jim’s book, it seemed to me that many of his lessons on B2C branding translate to the B2B world. A strong brand offers many benefits to business.  It can make it more difficult to be displaced by a competitor, get you invited to the discussions by the customer, justify price premiums, even attract top talent.

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Lessons to Learn from a True Go-Giver – Kris Kringle

3 Jan

One of the first true Go-Givers was Kris Kringle.  In the classic movie Miracle on 34th Street,  Kris employed as the Christmas Santa Claus at Macy’s New York department store, is committed to making everyone’s wish come true – even if that means sending them to another store.  If Macy’s didn’t have what shoppers wanted, he sent them down the street to Macy’s competitor Gimbels.

Make Giving Your Passion and Success Will Follow

Kris’ behavior was seen as radical and disloyal by the CEO, Mr. Macy who wanted Kris fired.  Customers were surprised by the level of service that directed shoppers to another store, but greatly appreciated his help.  That appreciation translated into record sales for Macy’s.  Realizing these results, Mr. Macy had a change of heart and directed all his employees share Kris’ sincere desire to help and do whatever it took to make the customer happy.  Even if that meant sending them to Gimbels.

It’s a simple lesson Mr. Macy learned from Kris and one of the five laws that the book The Go-Giver drives home in a well spun story. The most successful in business develop relationships with customers and colleagues by giving more than they get in value, help, knowledge and expertise. Kris positioned Macy’s as the expert in retail.  Macy’s became the store shoppers went to find the best places to buy their gifts. The simple idea of giving increased customer loyalty and growth in store sales beyond what any advertising campaign had attained.

The new year is an opportunity to refocus efforts on what matters most to your business – your customers.  Make helping your customer and others in your life your passion and priority and your business will grow.

Additional Resources:
The Go-Giver by Bob Burg and John David Mann
How a Startup’s Vision Wins Customers, by Colleen Debaise, Smart Entrepreneur

Monitor Social Media Activity – Track the Effectiveness of Your Twitter Conversations

5 Dec

Last week’s blog talked about the importance of listening and monitoring Social Media activities.  This week, we look at one of the many Social Media monitoring tools that are available today.

At the Women 2.0 Founder Friday event in San Francisco last week, Jenn Deering Davis co-founder of Appozite spoke about their product TweetReach, a tool that measures Twitter performance.  It’s been available for a couple of years in both a free and Pro version. TweetReach is different from other social media monitoring tools such as Google Alerts or TweetBeep in that it provides detailed reporting and analytics, not only alerts when a keyword or search term has been used on Twitter.

TweetReach Snapshot Report for #SantaClaus

The tool generates reports that shows the number of accounts reached and the amount of exposure your Twitter campaign generated. Providing you the ability to calculate the cost per reach and ROI for a specific campaign. The Pro version reports include detailed analytics on trend data and time period segmentation.

What’s also nice about TweetReach is you can see comments posted (either free or Pro versions).  A great way to find and tap into your advocates and influencers and uncover issues and prepare responses.  And you can monitor the Twitter conversations to find out what is being said about your competition and industry at the same level of detail.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper 

 

Harness the Power of LinkedIn for B2B Lead Generation

31 Oct

by Susan Lowe

If you want to get more from your social media marketing, look at including LinkedIn in your mix. LinkedIn is the social media site for business professionals.  Members total over 120M (million) that includes 12M small business professionals, 5.5M high tech managers, 2M C-level executives, and 1.3M small business owners.  You can be very granular when choosing your audience on LinkedIn. The site allows social media marketers to target key decision makers by specific industry, company size, geography, job function and other demographics.

Advertise on LinkedIn

LinkedIn Advertising is a great way to generate leads and grow your audience. LinkedIn offers several options when choosing the type of ad to run.  You can run a text only banner that runs across the top of the LinkedIn page of your chosen targets.  The other option is a text and image ad that again runs on the pages of your chosen LinkedIn targets.  Both have limits to the amount of characters you can include but, LinkedIn provides best practices to help you get the most from your ad. Provide your company URL to direct viewers to your website.  You may direct them to a special promotion on your website and a form to gather contact information.

Run a Promotion on LinkedIn to Grow Your Audience

In addition to advertising offered by LinkedIn, certified applications are available to help promote your brand and grow your audience through the LinkedIn network. One of these applications is Wildfire.  Wildfire allows companies to integrate branded interactive campaigns like sweepstakes, contests and give-aways with LinkedIn and it integrates with social media site Facebook and Twitter.

Ready to Go 

The nice thing about Wildfire is it provides several ‘out-of-the-box’ tools that can get your promotion up and running on LinkedIn in about four weeks.  And the app has several priced options to suit a small or large budget.  The app includes an ad for your company profile page (if you don’t have a LinkedIn company page – make sure to get one), a Microsite, a form to gather entrants contact information and a landing page for sharing.  You provide the content. Make sure to purchase the option that provides entrants data for your future engagements.

Combine a LinkedIn Ad with a Promotion for Greater Results

Run your promotion in combination with a LinkedIn advertisement to drive traffic to the Microsite. Place the ad in specific areas of the LinkedIn site to target your audience.  You can also use your website and current contact lists (newsletters and other marketing activities) to invite participation in your LinkedIn promotion. Entrants are able to share your promotion with their contacts and groups on their LinkedIn network or via email.  This is why social networks like LinkedIn help you grow qualified leads quickly.

Keys to Successfully Generating Leads Using LinkedIn

1- Strategy – Consider how your LinkedIn activities support your overall social media strategy.

2- Set up a LinkedIn Company Profile – if you don’t already have one.

3- Define your audience.  Remember LinkedIn allows you to very specifically define the target audience.

4-  Set your objectives and goals.  Decide what results you want to achieve from your LinkedIn activity. Include the kind of information you want to obtain from the entrants.

5- Plan and Tactics- Determine the right activities to generate the results you want with your target.  Is it a LinkedIn ad, a coupon, a giveaway or a combination?  Provide something of value in return for participation in the promotion. Remember in social media – it is  better to give then to receive. Don’t forget to include a definitive start and end date as a call to act.

6- Measure- Once your ad or promotion has ended determine how well it did in accomplishing the objectives and goals.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

 

Is Social Media the Right Choice for Your Business?

3 Oct

By Susan Lowe

There is no denying that social media is the biggest thing to happen to marketing since the Internet.  Businesses are trying to figure out how to effectively be a part of this game changing phenomenon.  A friend and I were talking the other day about one of her clients who believed their company needed a presence on Facebook. When the client asked for her help, she recommended they focus their marketing activities in other areas.

Why? Facebook has over 800 million active users and plays an important role in many of the largest corporations’ marketing efforts.  For my friend’s client, a B2B supplier in a specialized industry, Facebook isn’t the best fit to reach their target customers and to meet their business objectives.  So, how do you know if  social media is the right choice for your business?

Start with a marketing plan.  A good marketing plan includes your business goals and objectives and which marketing activities can help you achieve them.

Here are a few basic elements that should be included in your marketing plan;

  1. Your business goals and objectives.
  2. Your target customers.
  3. The marketing activities that support those goals and objectives with your target customers.
  4. Your budget.

Determine if social media can further your business goals and objectives.  Is social media an effective use of your budget and resources compared to other marketing tools?  Answering these questions when developing your marketing plan will help you decide if social media is the right choice for your business.

Additional Resources
Finding Your Way Through the Social Media Maze, White Paper

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