Tag Archives: Marketing strategy

How To Use Twitter For Publicity Purposes

11 Apr

new_twitter_logoThe second most popular social network, behind Facebook, is the micro-blogging website Twitter, according to eBizMBA. For some companies it’s growing in popularity among young people faster than Facebook. As a matter of fact, many believe Facebook has now hit the ceiling in the United States while Twitter still has room to grow. This is why it’s the social network to look for publicity.

#Hashtags 

#Hashtags can be started by literally any #Twitter user, however the ones that gain the most popularity are most often businesses, celebrity and world event related. This is because those garner a large follower base and are able to keep lots of people disseminating the #hashtag. When enough people to do so, the #hashtag usually ends up in the trending topics section visible to all #Twitter users on their home page of the site. 

Sponsored Tweets 

Companies are now able to pay money to have sponsored tweets. These tweets go into the stream of news feeds of a lot of people regardless if they do or do not follow your account. This in turn may lead to more followers for your account, which is sure to put your message in front of more eyes than before. Your publicity just might increase with the paid option. 

Media Reporting 

Some of the best publicity on Twitter comes from the media reporting on the things tweeted throughout the site, especially when something unusual gets tweeted. You can believe the blogs and major media outlets will pick up on it. That’s earned media and that is a win. Hopefully it’s positive and that’s good news for the company.

Contact us for more tips on how to use Twitter for publicity purposes.  

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How To Properly Use Reputation Management

24 Mar

women said woman listeningThe online world cares about image. It is the sole focus of a lot of what the Internet is all about after all. Those who manage their image and reputation well are most likely to receive repeat business. Those who allow reputation management to get away from them may see a steady decline into irrelevance. 

Using Outsourced Reputation Management 

Many people want to do their own reputation management online when they first hear of the concept. They think there is no reason they should not be able to handle it. After all, it is just their own image they are trying to preserve. However, an article on the subject on Forbes.com, Michael Fertik, owner of Reputation.com stated:

“The best analogy that I can think of is anti-virus software for your computer. There are probably only 25 guys on the planet who can do good anti-virus protection on their own because it requires deep technical expertise. We have dozens of engineers who work on each of our products, which are designed expressly to fix or enhance your digital reputation and profile. That said, there are certain things that you should do on your own, like have a thoughtful, well-curated LinkedIn profile. And you should have a Twitter handle that is your name, not something like “ILovePizza,” unless your job is in pizza.” 

Well said.

Caution But Not Too Much 

Obviously, avoiding mistakes is a major part of reputation management. That being said, it is not a good idea to completely box yourself off from the entire Internet and never really try anything. You need to be marketing and at the same time avoiding major mistakes. It is a careful balance that has to be struck, but it is possible. 

Sell Yourself, Sell Your Product 

If you are able to sell yourself and your reputation to people online then you are probably in good shape to sell whatever product you need to as well. You just want to make sure that the image you are providing is a good one. No one wants to buy from someone they do not trust or have confidence in. 

Contact us today to get information on how you can get started with reputation management. 

The Landscape of SMS Marketing

13 Feb

Communication web icons,  flat buttonsShort-message service (SMS) refers to what is commonly known as text messaging. These messages can be sent cell phone to cell phone, or from Web-based services to cell phones. When it comes to marketing, SMS marketing is a growing trend that is still being explored and understood. Here are some of the highlights of the landscape.

A variety of industries are using SMS marketing in their strategies. This includes leisure (venue based), recruitment, retailers, software, marketing, financial services, beauty and hair salons, fast food, education, estate agencies, legal and dental and health offices, and travel agents. The industries at the top of this list use SMS marketing more frequently than those at the end, but you can see the wide variety of applications for SMS marketing.

The popularity of SMS marketing is built on the popularity of mobile devices, which grow in numbers every year. Recent statistics show that nearly 90 percent of the world’s population has a mobile device, which means around 6 billion people can be reached through SMS. Mobile marketing budgets are increasing to meet this area of opportunity. In the United States, mobile ad revenue is expected to exceed $20 billion annually by the year 2015. More than 60 percent of businesses are considering mobile marketing more than traditional methods.

SMS marketing helps reach mobile device users who do not use their device to connect to the internet — or about 76 percent of all mobile users. The number of SMS messages sent in 2013 approached 10 trillion, and more than 45 percent of mobile device users report being aware of mobile advertising. Application to Person (A2P) messaging is whenever businesses contact customers, and A2P messaging is predicted to surpass person-to-person messaging by 2016. 

For more about these statistics and the landscape of SMS marketing, click here for a graphic from socialmediadd.com. SMS offers a great window into the lives of customers, regardless of their online activity, and the future shows potential for increased growth in SMS marketing. For more information about how to use SMS marketing for your business, contact us today!

The Core Concepts of Effective Reputation Management

10 Jan

Night and the moon“Character is like a tree and reputation like its shadow.  The shadow is what we think of it; the tree is the real thing.” Abraham Lincoln.

Do you have the good reputation that you deserve? Bad publicity has always been a challenge, even to the good guys. In these days of social media that can instantly harm you there is a need for a sophisticated response strategy. Make sure people are aware of your character, and not looking at someone else’s shadow.

Reputation management can have many forms, and can require several different roles. In a large organization, the role would be filled by a full-time strategic communication advisor; but even then, the key employee may need consultation depending on the situation.

Perhaps the defining characteristic of effective reputation management is good judgment. Maintaining a good reputation involves planning your organizational structure so that you have a smooth flow of information as well as confronting specific issues as they appear in the business environment and in the media.

Any confusion caused by incorrect reporting must be addressed with authority in a timely manner.  Any roadblocks to communication within your organization must be located and eliminated.

Whether it is for a hospital board, an African nation, the U.S. Department of Defense, a corporate public relations department, or a small business operating a marketing strategy, a reputation management strategist coordinates clarifying your position. This important advisor will also assist in the formation and adjustment of policy.   

The higher your authority, and the broader the scope of your endeavors, the more important it is that you are in position to be able to manage the public perception of your efforts. An effective reputation management strategy is much more than “spin.” The creation and implementation of good policy needs dedicated attention and support in the unpredictable climate of popular opinion.

The Possible Roles involved in reputation advisement:

  • As an educator, the advisor communicates with employees and associates to make them better conduits for a policy that has been decided upon.  In order to avoid inconsistency of services or product, all people involved in implementing your service should be schooled in the philosophy of your business or social mission. This involves coordination with human resources and training of department heads as well as direct presentation to large groups.

  • As a publicist, the advisor has editing, writing and speaking skills to distribute information through appropriate networks, whether through existing corporate newsletters and email systems, or media outlets. The publicist is familiar with social media and monitors interaction on strategic sites. The publicist can produce content, as well as inform others on proper responses to online forums.  The publicist has a close relationship with any formal spokesperson or media relations department for a large organization, acting as a liaison between management, media, and policy formation.

  • As an analyst, the advisor suggests what information should be given to a particular group, be it employees, associates, or volunteers. The analyst assists in the timing and proper media for press releases. The analyst provides support and assembles research opportunities when adjustment of policy is necessary.

  • As a researcher, the advisor is aware of trends in the social fabric regarding your endeavors. The researcher is aware of meaningful published work, and, if necessary, attends relevant summits and discussions by experts in the field. The researcher evaluates new ideas and innovations, making recommendations to you for discussion and review of policy.

  • As a coordinator, the advisor makes certain that internal and external policy is consistent with your goals, and develops measuring techniques to monitor progress in accurately portraying your efforts to the public. The coordinator will be aware of budget compliance, and will be able to provide recommendations for necessary adjustments, whether in policy or implementation of existing policy.  

Give us a call, and clarify your position.

 Contact us

4 Important Email Marketing Strategies

6 Jan

e-mail vector iconEmail newsletters are an important part of any marketing campaign, particularly as people spend increasing amounts of time online. E-newsletters go directly to customers’ inbox, giving them an advantage over other forms of social media. Like other digital media, e-newsletters are inexpensive to produce and send to customers. And fortunately, there are some simple tips for writing an email-newsletter that customers will be likely to read!

1) Start with a captivating subject line. Many readers use an email subject line to determine whether they will open the email, and it is crucial that your e-newsletter stand out among the many other emails a customer receives. Including the word ‘you’ gives the email a personal touch. Make your subject line timely and short, to catch the reader’s eye. 

2) Use visual means to convey your message. Video sites, like YouTube, and applications, like Vine, are rapidly rising in popularity. Often, readers are more likely to watch a short video than they are to read lines of text. Capitalize on this tendency by creating video (or even photo) content for your readers, whether your intent is to engage the customer, sell products, or tell a story.

3) Entice customers with a special offer. Including a special offer in your e-newsletter is one of the best ways to retain customers and keep them interested in future promotions. You will strengthen brand loyalty when you help customers feel as if they are important to your business. (They are!)

4) Utilize other forms of social media. Include social media links (Facebook, Twitter, etc.) in your e-newsletter, as these digital marketing tools go hand in hand. A great way to involve customers and increase your market exposure is by rewarding customers when they share your e-newsletter (or other content) on social media. 

With these tips, you can improve your email newsletters to make the most of the opportunity you have to communicate with your customers. For the best ways to include email in your marketing strategy, contact us today!

Marketing Strategies: What Draws the Eye?

27 Jul

Content marketing is a powerful tool for increasing your company’s visibility and authority in a field.  If your company is investing in content marketing, you are likely producing a valuable body of work you hope will be accessible to clients.   Business team applauding after a conferenceHowever, if you want to draw an audience to your work, keep in mind the way information is organized is almost as important as the information itself.  Here are a few tips for keeping information user-friendly:

  1. People Love Lists.  Use lists if you want to engage site visitors from beginning to end. Lists are easy to conceptualize, and they encourage people to read an entire post from start to finish.

  2. Keep Your Content Fresh.  Humans crave newness and will invariably be drawn to novel information.  If the material you present isn’t engaging, people will navigate away from your site in the click of a mouse.  Satisfy your audiences’ need for originality by keeping information new.

  3. Make it Pithy.  Many people have short attention spans, especially online.  Don’t overwhelm your audience with lengthy posts.  Break up your information and keep it short so people will remember it better.

  4. Pictures Draw the Eye.  Don’t hesitate to incorporate pictures and color into your content.  Too many images can make a page overwhelming, but a few images will attract attention.  In addition, make sure that your company logo is attractive and prominently displayed.

  5. Ask Questions.  People are interested in themselves, which means they will be interested in hearing their own input.  Use this to your advantage by posing questions and giving people a chance to interact with your content.

Want to learn more about content marketing and other marketing strategies? Please contact us with any questions.  We would love to hear from you!

Marketing Strategies: Then & Now

9 Jun

Then & NowFor business owners, if you’re not keeping up with technology you’re getting left. The speed in which technology evolves and advances is stunning, and a comparison of marketing strategies then and now proves that point emphatically. MediaBistro offers the following points of illustration (visit their website for a cool graphic including even more ways things have changed):

Computers
Then: desktop with dial-up modem        Now: laptop/tablet/smart phone with Wi-Fi

News Information
Then: reporters                     Now: bloggers
Then: press conferences      Now: Twitter chats
Then: news clips                   Now: news links
Then: evening news             Now: Twitter
Then: TV                                Now: YouTube

Marketing
Then: focus groups              Now: Facebook friends
Then: live demos                  Now: video demos
Then: user feedback            Now: social media chatter
Then: product shots            Now: Pinterest                                          

This information highlights the growing influence of Twitter, in particular, though all areas of social media are growing rapidly. Savvy business owners know how to use Twitter, Facebook, YouTube and others to reach their customers and create “buzz” for their products and services.

Managing a social presence can be confusing and challenging at times, and TwoGirlsConsulting is ready to assist you. We can help you connect and communicate with clients, plan community outreach events, and offer public relations strategies specific to your business.

What Makes You Newsworthy? Making Sure You Benefit From Earned Media

21 Apr

NewsworthyTo promote your business and brand, paid media isn’t enough.  Although powerful and creative ads are still important for engaging and retaining customers, you can’t rely exclusively on them.  For a well-rounded marketing strategy, you need earned media as well: news reports, feature articles, blog posts, and a strong social media presence that places a focus on you and your company.

When people hear about your business via social media or by reading an article in a respected publication, the impression left on them is likely to be deeper, as they engage more with the content, discuss it, and pick up on what others are saying about it. McKinsey Quarterly has reported that word-of-mouth is a significant driving force behind consumer behavior, and the 2013 Edelman Trust Barometer has found that people are generally most likely to trust reports originating from fellow consumers, particularly on blogs and social media; academics, experts in a particular field, and traditional media spokespeople (e.g. a news anchor), are also perceived as relatively trusted sources.

To experience the greatest benefit from earned media, you need to make sure that people can easily write about your business and find fresh and compelling information to share about it.  In addition to promoting yourself through paid media, providing interesting news releases and engaging website and blog content, that people will be moved to tell others about, is an important strategy that will only help you to build brand awareness.

To encourage the development and propagation of rich, newsworthy content, consider the following questions:

  • Does your business have an inspiring or fascinating story about how it was founded?
  • Is your business producing any important innovations?
  • How has your business improved communities or changed the lives of individuals for the better?
  • What differentiates you from your competitors? What is your unique vision?
  • Have you or any of your employees recently achieved honors, awards, or other forms of recognition?
  • How have you and your employees’ demonstrated ingenuity, leadership, strong teamwork, and/or social commitment in the business world and beyond?
  • What developments do you foresee in your company and in your field more generally?

If your answers to these questions and other relevant ones are positive or remarkable in any way, the public needs to know.  Pique the interest of both existing and potential customers and attract attention from media professionals.

Contact us to develop a comprehensive marketing campaign that includes high-quality earned media.  With our personalized service, we’ll meet the specific needs of your business and commit ourselves to your growth and promotion.

 

Top 5 Mistakes Business Owners Make When Implementing Online Marketing Strategies

14 Apr

erase mistakes-300x199As a business owner, the main goal of your overall marketing strategy is to communicate to your customers how your business can help them solve their problems, with the outcome of getting and keeping profitable and valuable customers. In today’s digital age and with all current advances in technologies, business owners can reach out to thousands of people in new and engaging ways. However, this also means that the marketplace is saturated with competitors who will seize opportunities to gain advantage from your mistakes. This is why it’s critical for any business owner to work smarter and acquire the right knowledge, tools, and build a solid plan of attack.

An online marketing strategy is part of the overall marketing effort and flawless execution is essential, if you aspire to create impact and add value to your target audience. Unfortunately, many business owners rush into creating an online presence without taking the time to build a plan of action, which results in putting energy and effort into weak strategies. The most common mistakes business owners make when marketing on the Internet Are:

1. Creating A Website With No Careful Planning

 This might sound obvious for some, though you’d be surprised how many business owners end up wasting time and money building and developing a website where visitors have no idea what to do when they arrive or what type of business is represented. You only have one chance to impress your visitors within the first ten seconds of landing on your website before they experience a “stay” or “go” moment depending on the quality of your website’s look, feel, and ease of navigation.

 2. Failing to Research Competitors and Marketplace

Passion in life is important and can lead to happiness, however if you want to turn your passion into a business, you cannot jump into a venture without conducting impartial research in advance. A well-executed market research will show if enough people share a desire to buy your product or service, and it will also reveal the level of saturation in the marketplace which will allow you to determine if you can create a unique niche you can call your own. It’s critical to always check your competitors and find out how their business compares with yours to determine any opportunity for improvement you can capitalize on.

 3. Failing to Build E-Marketing Lists

Are you familiar with the phrase “If you build it, he (they) will come?” Well, when it comes to running a business, building it can be the easy part. Once your business is set and ready to go, you need to start building a relationship with your desired audience. One of the most important pieces of information your website can provide to you is the names and email addresses of visitors. The most effective way to develop an email database is to create a call to action instructing visitors to register. Once people register, they give you permission to send them promotional emails and other information. Keep in mind, it takes time to build and people are more apt to purchase from companies and people they know, like, and trust.

 4. Failing to Track Marketing Campaigns Results

Tracking is the only way to find out what is working and what needs some adjustment. For every marketing strategy a business develops, it’s important to track its Return on Investment (ROI) to avoid wasting precious time and money. For instance, two promotional email campaigns are developed and tracking results shows one worked better than the other. A company is now in a position to better understand how to communicate with their customer base. Keep on testing new ideas and eventually a winning formula will be developed allowing a business to pinpoint the areas where improvement is needed.

 5. Failing to Follow Up With Prospects and Customers

 Sadly, a lot of business owners fail at creating a follow-up system with prospects and consumers which is detrimental to help keep them loyal. Consistent communication builds trust and it can take up to 20 targeted reminders before an interested prospect turns into a customer. Once you have customers, do not ignore them or they will take their business elsewhere. You need to remind your prospects and customers how your benefits and features will help them solve their problems and needs.

What other mistakes can you think of when implementing online marketing strategies?

TwoGirlsConsulting can assist you with any marketing need or pain point you are experiencing. Contact us today.  

 

 

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