1) CREATE ONE PERFECT HYPOTHETICAL CUSTOMER. This is an incredibly useful exercise. It essentially forces you to make hard decisions – in other words to focus on what will work. Is your prospect male or female? 25 or 39 or 44? What problem does he or she have that you’re solving? How important is it […]
Tagged: brand community
Ah, the good ‘ol days. A mere fifteen years ago you could make a decent product, advertise it, and then sit back and watch the profits roll in. There was always competition, but business efforts centered around product benefits, and promoting them. In other words, it was about convincing consumers that what you were offering […]
Show me a brand that doesn’t have search ranking at the top of their list of marketing priorities, and I’ll show you a business that’s doing better advertising. Not only that, they’ll also have a friendlier, more creative brand personality – one that’s better suited for the long term. Unfortunately, most small and medium-sized companies […]
When you take the time to ask the right questions of your core target audience, you always learn something unexpected. Don’t forget, you’re not trying to find out more information about your own products, what you really want to know is what’s happening in their own lives right now, and where does your brand fit it in?
From now on, standard practices for social marketing aren’t going to generate the kind of results brands like to see for the investment they’ve made. It’s going to take a big idea that’s integrated into a broad spectrum of traditional and social platforms.
The simple truth is: it’s not a captive audience. When people stop sharing your content, it reaches fewer of your fans to begin with. Because part of Facebook’s formula is that it doesn’t send out your wall posts to all your fans. But it does reach more of them when you have a high sharing rate over time. So, you’re rewarded for being entertaining. And engaging. And funny. There’s a kind of justice there.
Take social marketing beyond the ‘social media’ silo in your company. Have just 2-3 people posting and responding right now? Change that to 50 or more. Take the time to provide training for employees about best practices for Facebook, Twitter, LinkedIn, YouTube, Pinterest and Google+. Chances are they’re on those sites during the day anyway, so you may as well take advantage of time spent there.
Just when we thought we could exhale, it’s time once again for another seismic shift in Facebook marketing. Timeline, the social network’s redesigned profile page, was rolled out to personal users late last year, and while there has been no official announcement, the buzz is that brands may have access to Timeline as early as […]
Haven’t heard about Open Graph yet? Rest assured, you will. That’s because it’s a true paradigm shift in the way brands can take advantage of Facebook. And just like all major leaps forward in social marketing, brands that are ahead of the curve have already put Open Graph to use. And yes, it’s still in […]
About half way through a meeting with a potential new client yesterday, the marketing director brought up what he believed to be one the biggest blunders of all time by an established consumer brand. You might not think of it immediately, because it dates back to April of 1985. This was certainly before the time […]