Archive for July, 2013
In their efforts to keep profit margins high companies are cutting back budgets. But how can a marketing team survive on less? The key is to recognize the strategies that really constitute an investment, compared with those that are just throwing money at advertising in the hope that something works. People want to be engaged, feel like they are part of a conversation, and experience creativity.
Let’s look at a few areas in which you can adjust your team’s practices to eek a little extra dough out from your slice of the company’s financial pie.
Let me start out by saying that I am a believer in content. Volume alone however, cannot make up for precision content that is based on research. Companies could save a ton of cash on content by directing their blows, instead of vomiting massive amounts of content onto the internet simply for the sheer volume. Content is vital – plan it well to avoid wasting resources.
Let’s make the jump now to social media. This is another area where many have a “more is better” attitude. While many marketing teams pour money into gaining followers and likes with contests, content and other social media tactics, the fact is that so much goes into gaining more views that not enough focus remains on providing quality content to viewers who are already engaged – focusing efforts on existing clients is a great way to save marketing money.
If you don’t catch my eye in the topic line, I will delete your email – I don’t think I’m the only person who does this! “Check out our great sale” isn’t enough. Amazon has it right. They see you shopping for blu-ray players, but you don’t buy one. A few days later you get an email with sale prices on blu-ray players. Email marketing works – but if you don’t do it right you’re just wasting resources.
Across the board, wasted marketing dollars are all spent in a similar way – quantity over quality. See where your strategy is working and focus your efforts. Don’t just throw everything against consumers to see what sticks.
|No comments||This entry was posted by EIC Social Media Team on July 29, 2013 at 7:40 pm, and is filed under Content. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
It’s obvious that there has to be a different dynamic when trying to sell to the average American consumer compared to when landing a multi-million dollar business contract with a major corporation. If you want to sell paper plates and cups to a family for a graduation party, just get them to surf your website and proceed to checkout. But if you want a major company to stock your disposable kitchen products in their break rooms across the world, you know you’re going to have to make a pitch to multiple individuals who will all play an important part in the decision-making process.
So what do you do to your website to tailor it to businesses if your products or services are geared towards the business industry? It may seem counter-intuitive, but first and foremost you should really ensure your website is consumer-friendly. After all, none of your corporate clients are going to be making major purchases at your online store anyway – this is mostly for research purposes.
We make the mistake of trying to sell to businesses online by puffing out our chests and boasting about our company, our product, and our vision. The question we forget to answer is: What does the buyer want? We think about that with individual customers, so why not businesses too? They don’t care about your mission statement – they want to know what products you have and how they will fill their needs.
Getting web traffic from businesses that are potential clients is obviously important -but conversion is even more important still. It doesn’t matter how many corporate purchasers look at your page if no-one ever contacts you to do business. You want your site to be user-friendly such that a busy businessman can easily find what they are looking for. Factors such as the way your product search works and the number of ways information can be sorted are the kinds of things that will be most appealing to potential future business clients.
Last but not least – just like an individual consumer, businesses will want to know what others who have used your product think of it. Don’t underestimate the power of genuine reviews from companies that have purchased from you in the past. A simple email reminder a few weeks after a sale can encourage a client to tell others what they think. All the grandstanding in the world won’t inspire as much confidence as one customer who declares “This was exactly what our business needed!” or “We definitely got our money’s worth!”
|No comments||This entry was posted by EIC Social Media Team on July 22, 2013 at 1:02 pm, and is filed under Sales. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
In our modern age of user reviews, positive reviews can make all the difference for brand image. Consumers want to double check everything before they make a purchase, and that includes reviews on Amazon, Google, Yahoo, and other websites. Social media now allows users to express their opinions on products and companies to friends, family, and other shoppers in general in a very fast and efficient format.
The term “social commerce” is emerging to express the way in which major corporations are forced to interact with individual customers online in front of the entire internet community – product reviews are just one way to keep users satisfied. Reading product reviews can help you to discover existing complaints about your products before they get out of control.
Effective interaction on social sites is now a major way for brands to promote themselves. It calls for learning a new way of dealing with the public. Some brands have given way to feelings of indestructibility, and have tried to force sites to delete negative product reviews. Unfortunately, this tactic backfires when the cover up is revealed. Companies can lose credibility with the public more for hiding negative reviews than for getting some negative reviews in the first place. The key then is in responding properly to negative reviews.
Since customers rely on accurate reviews, dealing with legitimate reviews then becomes the primary issue for brands. Ensuring that positive reviews are genuine and not paid for is important. It may even mean providing sample products for review and accepting whatever kind of review comes about as a result. Honesty and transparency are highly valued by consumers – they want to know that everything they see is real. They are used to being lied to, and want the genuine article. This makes verified reviews (i.e. those from customers who have actually purchased and used the product) a necessity in maintaining credibility.
|No comments||This entry was posted by EIC Social Media Team on July 8, 2013 at 4:05 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Privacy is important to internet users – that’s the main thing we’ve all learned from this incident. In December of 2012, Instagram instituted its new Terms of Service, marking the first big adjustment to terms since Facebook acquired Instagram. What caused millions of users to suddenly abandon ship?
A clause in the new terms was worded to sound like Instagram had the rights to use private photos for profit without the authorization of the uploader. While the service later claimed the paragraph was just worded poorly, it completely removed the clause after losing so many members.
The people have spoken. You can’t have their photos for marketing purposes. Public relations won out over advertising. After all, what’s the point of improving advertising if you have to lose most of your audience to do it?
When in doubt, ask the audience – by simply asking users what they think of a proposed change, an unexpected uproar and lots of bad press can be avoided. Facebook claims to have tried this method and received only a limited response, but that’s a lot more preferable to the response they got from changing Instagram’s terms with little warning.
Obviously social media companies need to make money – they are ultimately businesses. Facebook paid a ton for Instagram, but they needed to find a way to make the social network more profitable without alienating users. This is the tightrope that social media companies must now walk.
|No comments||This entry was posted by EIC Social Media Team on July 1, 2013 at 4:00 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|