Valentine’s Day is one of the most important holidays of the year for many flower retailers. Unfortunately online merchants like 1-800-Flowers were stuck dealing with thousands of angry customers after many deliveries didn’t arrive on time this year due to bad weather.
Of course, there’s nothing that could have been done to control the weather, but let’s take a look to see what the companies did in terms of social media engagement with customers and how they might be able to improve in the future.
Social media is the one marketing medium that allows customers and businesses to interact in an organic fashion. However, it astonishes me just how many companies don’t take advantage of this. Rather than engaging with their customers on social media, they use it to tell the customer what the business wants to say. There is very little listening going on.
I would suggest that every business should use social media as a two-way radio as opposed to the megaphone that it currently is for so many companies. When you listen as well as speak, you get the opportunity to find out what your customers want, what they need, and what they think of your business. (more…)
It’s no secret that images are a powerful tool in human communication. Numerous psychological studies have found that our brains not only process images more quickly than text, but images also register with us on an emotional level. Throughout the history of humanity written text has only been around for a few thousand years, while visual stimulants and images have been around for tens of thousands of years. Even cavemen used images, shown in the paintings they left behind.
The more social media followers, the better — right? As is often the case, it’s not quite that simple.
A big boost in your Twitter followers might give you a warm glow inside, but it’s not going to pay the bills. Likewise, a popular post on Facebook might collect hundreds or thousands of “likes,” but it doesn’t always follow that your bottom line will receive a boost.
To ensure that your social media presence is effectively advancing your company and brand, you’ll have to hit the right notes with your customer base and navigate a minefield of dodgy shortcuts. And it’s important to understand exactly what you’re getting (and what you’re not getting) from your company’s investment in social media. (more…)
Don’t worry. This isn’t one of those “feel good” stories about how social media is all about interacting with your local community. That part’s true, but you should know that already, right?
Today, let’s go over a quick explanation of how social media algorithms, especially Facebook’s, work and why you’re actually hurting your local page’s chances of being seen by having too many people outside of your local area liking your page. It isn’t just a matter of them not being interested in your content the way that locals will. It is an algorithm play that can actually prevent locals from seeing your posts.
Social media marketers know the key to reaching a broad audience is through an understanding of what it is their targeted audience wants to see. To remain relevant, note-worthy and timely, you’ll have to do a bit of research to find out what those wants are. Doing so will help you better comment on the topics and become part of a greater conversation.
One of the greatest ways to do this, is to take advantage of trending topics on multiple social media platforms, which, luckily, make it easy for you to determine the data you need. By better understanding your audience, you’ll be able to create content that interacts with them and brings your message to the forefront. Here’s a list of the best places on the internet to gather data to help you become the trendiest spokesperson for your company: (more…)
It seems like a lot of bloggers and mainstream media publications are talking about JC Penney’s #TweetingWithMittens stunt on Twitter. Most are saying that it was a misstep. As they complain about it, they fall into the trap perfectly. It’s being talked about by journalists, Twitter users, and even other companies trying to get their own clever Tweets into the mix. The jokes on all of them. This campaign worked beautifully. When you consider that they didn’t spend millions of dollars to advertise during the Super Bowl and are being talked about as if they had, the ROI is very apparent.
The biggest complaint I’ve seen is that it’s not like the Oreo brilliance last Super Bowl. That is irrelevant. Lightning didn’t strike twice and it didn’t have to. People are talking about it. Even while a huge chunk of people were embarrassed for their apparent “drunk Tweeting” escapades, they still talked about it. The only real mistake that JC Penney’s made is that they let the secret out of the bag a bit too soon. Oh well. Nobody’s perfect.
Today has never been a more important time to solidify your business’ online presence, especially with the progression of Facebook algorithms constantly changing. Social media plays an ever-growing role in not only engaging in customer interaction, but also in building your overall online reputation.
Business owners are having a harder time these days adapting to Facebook’s newest algorithms, stating in their announcements that if companies want reach, they should pay for it. And while many companies are starting to utilize Facebook ads more, there are still numerous methods to gain user visibility that are either completely free or very-low cost. Here are some ways which you can use Facebook to gain more social proof and essentially grow your company: (more…)
By now, you probably already realize the vast marketing potential that exists within the Twitter landscape. With 231.7 million active users and 100 million people logging in every single day, there’s a huge attentive audience on Twitter that’s ripe for the marketing picking. And with a new report showing that promoted Tweets boost offline sales by 29 percent, it’s clear that if you take the right approach with your Twitter marketing, you can get some seriously impressive results.
Of course, the first step to getting your Twitter marketing campaign off the ground is to build an audience of targeted followers. The internet is flooded with articles that will tell you how to do increase your Twitter following, but you’ll notice that almost all of these articles focus on online tactics, such as using a Twitter management tool such as Hootsuite, promoting your Twitter profile in your email signature, getting followers from your blog, and so on. But what many people overlook is that you can go offline to build your Twitter following too.
Here are some of the most effective offline tactics you can use to get more Twitter followers.
Add your Twitter info to your business card—You still have business cards, right? Despite everything going digital, business cards are still an important marketing tool, and you need to have professionally designed business cards that make a good first impression for your business. However, in this new age, it’s not enough to have the typical old business card with your name, job title and phone number. Your print business cards need to reflect the times we live in, and that means promoting your online social media presence on them. Put your Twitter info on your business card with a call to action to follow your profile.
Put your Twitter link on all your print marketing materials—Your Twitter information should be on all of your marketing materials. That means it needs to be in your brochures, advertisements, flyers…everything. You can either put the entire Twitter url on there (e.g. www.Twitter.com/yourusername) or just your username (@yourusername).
Give in store customers a special offer for following and interacting with you—One of the most often overlooked ways to promote your social media presence offline is in your storefront. Your customers should see information about your Twitter presence throughout your store. For instance, you could have a sign at your checkout stand encouraging customers to follow your brand on Twitter and offering them a special offer for doing so, like 10 percent off their purchase. Or if you run a restaurant or café, you could have little signs at each table promoting your Twitter page.
Integrate Twitter into your direct-mail marketing—Think direct-mail marketing is dead? You’re wrong. When done properly, direct-mail marketing can generate a return on investment that exceeds nearly every other type of marketing. Now, integrating direct-mail marketing with your social media marketing can help increase your results. When sending out any direct mail, make sure to include your Twitter info and push any current social media promotions you might be running. With effective cross-promotion across channels, you can get better outcomes and a better return on your investment.
Use QR Codes to direct people to your Twitter profile—QR Code marketing has become very popular over the past couple of years. Typically, companies use QR Codes to drive their audience to their website or a specific landing page with an offer, but you can also use QR Codes to promote your social media profiles. For example, you could have a marketing piece with a QR Code that says something like “Scan this QR Code to Follow Us on Twitter!”
Promote your profile at networking events—If you attend networking events to build your business, these provide you with a great avenue for building your Twitter following. People go to networking events to connect with others, so meeting people and exchanging Twitter information is a natural fit. Ask for follows at the end of your conversations. This lets you keep the relationship going more easily.
With these six tactics, you’ll be building your Twitter following even when you’re not online. The key, of course, is consistency. It takes time to build a quality Twitter following. And remember, it’s not all about numbers. It’s about quality. Make sure you’re focusing your efforts on attracting targeted followers who will actually be interested in building a relationship with your company.
In today’s world, there is a huge focus on social media and Internet marketing. While the Internet has definitely made it possible for businesses to connect in new ways with clients and customers worldwide, the Internet has not totally replaced traditional print marketing, nor should it.
Social media marketing should not be a stand-alone tool, but instead you should have multiple different marketing channels that are available to you and that you work to seamlessly integrate. Print marketing and social media marketing, for example, can go hand-in-hand in order to reach the most customers and potential customers.
How Print Marketing and Social Media Marketing Can Complement Each Other
Print marketing and social media marketing can integrate in many important ways as long as you have a clear marketing approach that you take across all of your different marketing channels.
Some of the different ways that print marketing can complement your social media marketing include the following:
Allow participation in contests in social media that can result in real-world prizes that someone can enjoy. For example, you could run a contest so that everyone who follows you on Twitter or who re-tweets something you post is entered to win a great promotional item from your company. Promotional products are great advertising because when people use a product with your brand on it, this spreads the word about your brand and company to others. A social media contest to win a promotional product gives you lots of bang for your marketing buck because you generate buzz when people enter (and talk about entering) the contest AND you get the benefit of giving someone a promotional product that can be used. You can purchase such prizes from a company like Quality logo Products out of Aurora.
Include hashtags and an easy newsletter signup on all print media that you distribute. Whenever you send out a direct mail marketing piece, provide a print brochure or otherwise give someone print materials about your company, you should be sure to include hashtags that can invite people to visit your social media channels and talk about the product. You can also include all of your information on websites as well as social media channels and user names (like your Twitter handle) so that people who see your print material can quickly and easily find you online. Those who receive your print material can then visit you on social media as well. Be sure to make your social media names representative of your company and simple and easy to remember in order to encourage more people to visit your sites.
Build a database of potential customers through both print and social media. When someone obtains print material from you, ask for that person’s email address to be added to your online mailing list using a service like Mail Chimp. When you get someone’s email address, you can then contact them over the Internet and invite them to follow you on Facebook, Twitter or other social media sites. Likewise, if you are running a contest for those who follow you on social media, consider asking for a physical address (to be kept private, of course, not publicly shared on Facebook or otherwise on social media). When you get the physical address of a customer or potential customer, this makes it possible for you to send print material.
Use QR Codes. QR codes can integrate online and local ads by making it easy for people to access your digital information. A QR code included on print material can allow people to connect with you digitally in a very simple and easy way. For more information on generating and using QR codes, click here.
Include social media mentions on print material. If you send out marketing material or newsletters in print, you can include things that people have said on social media about your company. These statements act as a reference, and those receiving the print material may become curious and sign onto social media to learn more about what people are saying about your company.
These are just a few of the key ways that you can integrate print marketing and social media marketing. There are many different approaches to take and the right choice is going to depend upon your specific business model. However, you should not assume that since social media marketing seems to be the wave of the future that it is the only kind of marketing you should do.
A comprehensive marketing plan should include social media marketing, email marketing, a great company website, and print materials. You will have multiple ways to connect to clients and customers, won’t have to worry as much about losing trust because of a change in email address or because of a move, and you can offer content and information that people appreciate in multiple formats. This just makes good business sense.