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Facebook… Make It or Break It

By Amanda Bala

You have finally made the leap.  You went ahead and opened that Facebook account.  But now… do you know how to use it effectively?  In our last article, we talked about why FB is important to businesses.  Now let’s talk a bit about the Dos and Don’ts of Facebook etiquette.  What do you need to do to be a business success on Facebook? 

The first rule you should stick to when using FB for your business, is just that.  Keep it about your business.  Use separate pages for your personal account and your business.  Your clients and potential clients do not need to know what you did this past Friday night, or see the photos of your family birthday parties.  That being said, you do want to bring your personality into your business page.  You want your site to be visually satisfying and inviting to those who visit.  You need to be open and friendly on your site to encourage your fans to recommend it or participate on it.  How do you do this? 

First of all, you need to get fans to your site.  You can achieve this several different ways.  You can send a request out through your personal page asking your friends to become fans of your business.  You can also ask your family and friends to send requests out through their personal pages as well.  This is an inexpensive and easy way to get your fan base started.  It does not take a lot of time and is a good beginning.  Another avenue you can try is to advertise on FB by purchasing ad space.  These ads can be targeted by geography, demographic, age, interests, etc.  You name your price and it is a pay per click model.  The key here is to be sure that the money and time invested will bring you the return you are looking for. 

Now once you have fans, what should you post?  You want to be engaging with your FB posts.  You want to add things that encourage thought and discussion.  You can post news about your business or things happening in your field of expertise.  You can post reminders of upcoming events.  Photos and videos are great to add to your wall.  However, be sure that the posts are specific to your business and appropriate to those that will see them.  Again, it is all about balancing the personal with the professional.  Some other fun ways to generate traffic to your FB page is to share interesting and thought provoking questions.  You can even put a few controversial ideas out there.  When going this route, be careful that you do not take on any topics that could be considered too offensive.  However, if there is something controversial happening in your field, put it out there.  People love to discuss current events!

Now, the other side of the coin… what should you stay away from?  Again, you do not want to be overly personal. You also want to stay away from the hard sell.  Nothing turns a new FB fan off faster than getting several notifications in a row trying to be sold something.  Another good rule is to refrain from making derogatory comments about your competition.  It is great to keep up on what your competition is doing, but no one wants to hear you bashing another company online.  Lastly, keep it professional.  Profanity, offensive language and suggestive innuendo are all big No-No’s for your FB page. 

In the end, you want to come across as professional but friendly on your FB business page.  The goal is to get more fans, to get more referrals, to get more people looking at and talking about your business.  You want to give them a reason to come to you as opposed to your competition.  You have taken the time to put together a Facebook page for your business.  Be sure that your online actions are actually helping, not hindering your efforts.

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Facebook… Are You There Yet?

By Amanda Bala

With the ever increasing popularity of social media sites that exist today, it can be difficult to choose which sites you want to partake in.  One of the largest and most commonly used sites is Facebook.  You would pretty much have to be living on another planet to not have heard about this social media giant. Facebook is one of the fastest growing social media sites in existence.  It has over 500 million active users and of these users 50% log on at least once a day.  The average user has 130 friends.  People spend over 700 billion minutes on Facebook a month!  This is not just in the United States alone.  Actually, 70% of Facebook activity is from other countries and there are over 70 different translations available.  What does all this mean for you?

When discussing Facebook, most people would agree that it is a site to connect with friends, both old and new, plus reach out to relatives and colleagues.  However, Facebook offers a lot more than just socialization.  Facebook is changing the way consumers purchase their products.  Think about it, 5 years ago people looked at circulars, went into stores, saw ads on TV or heard them on the radio and often searched the internet to find products.  Now, television and radio commercials are becoming a thing of the past.  Nearly 50% of DVR users fast forward through the commercials of recorded programs.  Also, with the increase in satellite radio, commercials are being lost from that media as well.  When is the last time you actually read through a circular?

Where is the marketing shift going?  Into social media sites!  An expectant mother wants to find the best stroller for her child.  She can search through ads in the paper, even check online for consumer reports.  However, when it comes right down to it, who will she trust?  The people she knows.  With a simple post on Facebook, she can ask hundreds of her friends and family what strollers they liked and why.  She can find out pros and cons of different models that might not be apparent in ads.  She can get opinions from the people she knows and whose knowledge she values. 

Companies and businesses have to be in tune with this marketing shift.  It is not a fleeting fad.  It took radio 38 years to reach 50 millions users, with television it was 13 years, the internet was 4 years.  Facebook added 100 million users in less than 9 months.  If Facebook was its own country, it would rank as the 4th largest after China, India and the US.  Think of all the potential sales that exist in that market.  The untapped resources that are available with the simple click on a button.  Now is the time… Are you there yet?

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Free Your Mind… And the Rest Will Follow!

By Amanda Bala

So you have been in a slump lately with your writing, your business, maybe your life?  Often we find that they day to day drudgery of our schedules can get us down.  A simple pick me up that takes little time and can really help to inspire and recharge your batteries is free writing!  Maybe you need some inspiration, maybe you have a great idea, but you need to fine tune it.  Free writing is a great way to quickly get your thoughts and ideas down on paper and give yourself a jump start.

Experts agree that a free writing session might be the best way to get your thoughts on the page and get moving in a new, creative direction.  According to Mark Levy at the Compelling blog, “Free writing helps people to create a strategic direction for their company, brainstorm ideas for a personal branding campaign, plan a product launch, think through employee engagement problems, rehearse ways of handling a negotiation, write books and blog posts.”

The key is to find a quite place, set up tools and let you mind go.  Free writing can be done in whatever manner you find easiest.  Some people enjoy pounding away on the keyboard whatever topics cross their mind.  Others enjoy the age old tradition of the written word.  A paper and a pencil can take you places you never dreamed!  The objective, however you do it, it to write down whatever comes to mind.  There is no right or wrong.  By doing this, you are able to filter out the usual constraints that keep us from coming up with come really great, risky, fun ideas.  Usually we are so worried about how our writing sounds, looks and feels that we take too much time actually writing the sentences and all those quirky, daring, original and usually effective ideas are lost. 

The best free writing sessions are those that are not forced, but are limited.  You can go for a few minutes or for longer periods of time, but the key is, when the ideas stop flowing, stop writing.  You can always come back and do more at a later time.  If you get stuck and have nothing to say, write about that.  Even if the thoughts you are writing seem off the wall, keep going.  Some of the best and most interesting topics might come to you in the midst of all that chaos. 

By taking time out of your busy, every day schedule to do a bit of free writing, you can give yourself a new outlook on so many different aspects of your life and business.  Thoughts and ideas you may not have ordinarily had will come to you.  This could be the key to taking you in a new and exciting direction both in your career and your life!  Even if that is not the case, it is a fun way to relieve a bit of stress from your every day existence!

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Tweeting Your Way to the Top

By Amanda Bala

Twitter.  We all have heard of it and many people are out there tweeting on a daily basis.  Are you?  Have you been thinking about getting on Twitter, but do not know where to begin.  Are you already signed up, but do not know what to do?  Here are a few helpful hints to get tweeting!

Many people think that Twitter is just a silly, gossip site that will not help them at all in their business.  This could not be further from the truth.  Twitter can help you to get your name out there in the simplest way; by talking to people.  Twitter has the ability to engage in instant conversation with people all over the country.  It helps build relationships with people and gets them interested in who you are and what you do.

The first step to making your tweeting work is to be personable.  On Twitter, people are not interested in hearing a sales pitch.  They want conversation.  They want friendship.  Don’t talk business.  Be true and tweet interesting information.  Be engaging and show them that you are invested in what they have to say.  This helps you to build relationships with your target audience.

The next thing you want to do when Tweeting is to give people something to talk about.  Make your tweets fun or funny.  Pose thought provoking questions or even be controversial.  These are the types of things that make people interested in what it is you have to say.  These are the kinds of tweets that will get people talking to you and also about you.

When using Twitter, you need to update a lot.  This may seem tedious, but it does not need to be.  You can use quotes as your tweets.  You can link to blogs or interesting articles.  Or when lost for an original tweet, you can always retweet something that someone else has put on Twitter.  The idea is, the more tweets you add, the more people will see you and start to listen to what you are saying.

Finally, use the tools Twitter offers to you.  Link your website to your Twitter page.  You have the option of adding buttons, badges and widgets to sections of your other sites.  This gives your visitors the opportunity to tweet your content.  You can link your articles, blogs, etc. to a button that allows anyone to send out an update linking back to your page.  You can also use the @reply feature that Twitter offers.  This is a great way to see who is discussing you and your brand.  The Twitter search function is another good tool to find out who is talking about you.  Be sure to take advantage of what is being offered on the site.

By using the wonderful world of Twitter, you are creating a personal, one on one relationship with people who can be potential clients.  You can use this to gain interest in who you are, thus generating traffic to your website and converting that traffic to leads and sales.  This is your chance to share your expertise and show people how good you are at what you do!

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Landing Where You Need To Be

By Amanda Bala

Has this ever happened to you?  You are looking to learn more information about a specific product, so you go onto Google and begin a search.  You enter the product you want to find and the list of websites comes up.  From there you choose what looks to be your best option.  However, when you click on the site, you are taken to the homepage and not the page with the product information you were searching for. From there it is up to you to search through the website to find what you are looking for.  This can be extremely frustrating for the consumer and in some instances even cost the company a potential sale.  The solution to this problem is what is commonly called a landing page.

A landing page in the simplest terms is the page that a visitor “lands on.”  It is making sure that the visitor is taken to the exact page they are searching for when clicking a link.  A landing page very rarely is the homepage. 

There are two types of landing pages: reference and transactional.

A reference landing page presents information that is relevant to the person visiting the site. These pages can display text, images, relevant links or other specific informational elements.

A transactional landing page seeks to persuade a visitor to complete a transaction.  This can be making a purchase, filling out a form or interacting with advertisements that appear on the landing page.  A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. 

Let’s look at a situation where a landing page would be useful.  For example, take Delicious Marketing.  If you found a link directing you to a specific Delicious Marketing article and clicked it, you would expect to be taken directly to that article, correct?  If we had the correct landing page set up, then that is what would happen.  Now, what would happen if you clicked on the link and instead of directing you to the article, it took you to our home page?  Most likely, you would be annoyed and probably leave the site and mumble a few choice words cursing Delicious Marketing for wasting your time.  Even if you did stay on and try to find the article, you would probably still not be pleased with our company for making you take extra steps.

Landing pages are a simple way to make it easier on a visitor.  And if a landing page is not used correctly, it is a great way to upset and annoy visitors, and potentially lose a sale. With all the different sites consumers have to choose from, don’t you want to make sure you give them exactly what they are searching for?

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To Brand or Not to Brand

By Amanda Bala

The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Wikipedia defines a brand as the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan.  What does this mean for your business?  How does branding affect you?

When we hear the name Coca Cola, what image comes to mind?  For most, it is the vivid red label of the bottle.  Though the label has changed slightly through the years, the color has remained constant.  So much that there is actually a font color called “Coke Red”.  This is their brand.  It is a feeling, an emotion, an image that elicits a response.  Whether it is positive or negative, it has a strong mental picture and feeling that goes with the company. 

Your brand is who you are and what you do personified.  It is the look and feel of your business.  Many people think a company’s logo is their brand.  This is quite untrue.  The logo is a part of your brand.  However, it is just one piece of the equation.  You take your logo and build your brand around it. 

Your brand needs to be distinctive.  It must set you apart from your competition.  Just like the logo is the cornerstone for a brand, your brand is the cornerstone to all of your marketing communications.  It strengthens your position and sets the stage for your entire marketing framework.

There are many important things that your brand should convey.  It must clearly deliver your message to potential customers.  It must connect with them emotionally and confirm your credibility in your area of expertise.  It needs to motivate your potential clients to buy what it is you are selling.  Lastly, it must promote loyalty from those clients to return to you in the future.

Finally, a brand is consistent.  Colors and themes are carried throughout.  As mentioned above with Coca Cola, through time they have varied the label slightly.  However, the overall appearance and color have remained the same.   A brand can be upgraded and enhanced after it has served its time and it can be varied as long as the logo, colors, fonts, etc. remain consistent.

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Social Networking: Does It Really Work?

By Amanda Bala

“No, I will not join Facebook, Twitter or any of those other social sites”.  Is this you?  Have you said these exact words?  Do you think that the new wave of social media websites are only for kids and people with too much time on their hands?  If so, then you are missing a great opportunity to use these tools to help grow your business.

People have so many excuses as to why they are not using social networking.  “I don’t have the time”, “I don’t understand the sites”, “This is just a fad” or “I am too set in my ways to change now”.  No offense, but this is flawed thinking.  None of these excuses matter.  It is time to realize the massive potential that exists for any business that is willing to put the time and effort into using new technology.

The Internet has and will continue to change the way business and business relationships work.  If you do not understand the new technologies or are just resistant to this change, your business is likely to suffer.  You may not be taking advantage of these new avenues to reach potential clients, but your competition is, which puts you behind them.  With the click of a button and a few minutes of time, they are not only reaching out and building relationships with new and existing clients, but also getting involved with them, which is a very effective way to expand business.

C. C. Chapman in the blog “Managing the Gray” sums this up perfectly in saying “Brands need to wake up to the fact that “new media” isn’t going away. In fact, I’d argue that it isn’t new anymore, but is here and at the forefront so you either wake up and pay attention or you lose business to the company that is paying attention.”

The depth of the client relationship you can create via social networking is something that could never be achieved with traditional media.  It does not mean that traditional media such as television, radio and print are obsolete; it means that you need to use all of these facets together in an integrated campaign.  In doing this, you can connect with your target audience and build relationships that will engage your clients and make them come back to you as well as to refer you to others.

You have a choice; sink or swim.  With the revolution that is the Internet, marketing is evolving on a daily basis.  You can try to fight it, but you will lose.  In fact this is just the beginning.  Social networking is not a fad, it is here to stay and it is just going to keep evolving and getting more and more necessary.  Don’t miss the boat… amazing opportunities are waiting for you.

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The Marketing Equation (Part 2)

By Amanda Bala

So now that you know what the marketing equation is, this is to help you understand what each part of the equation includes:

#1 – Reach the Right Audience:  You need to know what demographic you are trying to reach.  Who buys your product or needs your service?  What sex, age group, income level, education level, occupation and location are you trying to reach?  What are their buying habits?  If you are a company that targets everyone (like Coca-Cola) then you really need to do your homework and think about creating different campaigns to target these different audiences because there is rarely a one-size fits all campaign. 

#2 – At the Right Time:  This is the most self-explanatory of the bunch.  So we’ll leave this one up to you.  As you may have heard, timing is everything!

#3 – With the Right Message:  You need to excite your audience with your message.  Make them want your services and product.  Appeal to their emotions.  With that said, we are not just talking about text… this includes your brand (look & feel).  If you are talking about how great your business is, but your brand doesn’t represent that, then people may not believe you.  Or you may have to work harder to get the sale.  Your communications to your target audience are critical.  From emails to Facebook posts to advertisements, it all makes a difference.  Keep it simple, memorable, beneficial to your audience and unique from your competition.  In this day and age, it takes effort.

#4 – Using the right media: Television, Internet, Billboards, Bathroom stalls… there are hundreds of ways to communicate your message. These are all great tools to use for marketing.  However, you need to know which fits your campaign best.  For example, if you are running a television commercial that is seen all over the state, but you are a local car dealership, salon, or local business, then you are wasting your resources.  Chances are that someone from Rochester Hills is not going to drive to Milford for a car when they have their own local dealership in Rochester Hills.  Or if you are a business-to-business company, then you may not want to advertise in the newspaper or on TV.

The bottom line is that each component of the marketing equation is necessary, but not solely sufficient in creating a successful marketing platform.  The key to bringing it all together and building your business is to make sure the four areas are working in harmony.   If you miss even one part, you will most likely feel disappointed and blame your marketing efforts for not delivering.

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The Marketing Equation (Part 1)

 

By Amanda Bala

Every business wants to be successful.  Whether it is by bringing in new clients, selling a product or simply by getting their name out, in the end, it is all about how well you can sell yourself.  How does this work?  Marketing!  It sounds easy enough, right?  Well, not all the time. 

Every day businesses implement marketing strategies.  Some of these are extremely successful and other fail miserably.  Why?  The answer is the marketing equation.  This equation is made up of four simple components: 1) Reach the right audience 2) At the right time 3) With the right message 4) Using the right media. 

Sounds easy right?  Yet, business owners of all kinds struggle to get this right and spend a lot of money in the meantime.  The real key to this is that you have to use the whole equation.  There are no shortcuts or cutting corners.  If any component is missing… you will be wasting money.  So let’s try it out:

You have the right audience + the right time + the right message… but you’re using the wrong media = wasted money, time and effort.

Let’s try again:  You have the right message + the right media + the right time… but you’re targeting the wrong audience = wasted money, time and effort.

And we could keep going… but I promise you that the results will be the same.  If all 4 items are not in place, you most likely will not be happy with your results. Furthermore… if 2, 3 or all 4 of these items are out of whack, then you may never market your business again convinced that it just doesn’t work.

Believe me… Marketing does work.  You just need to master the marketing equation!

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Branching Out Your Marketing Campaign

                                                                                                                           By Amanda Bala

Ask ten people what the definition of marketing is and you will get ten different answers.  Each individual has their own idea of exactly what marketing entails.  However, it is important in any business to have at least a basic understanding of the fundamental steps of marketing.  So here they are.

There are four main aspects that make up an effective marketing campaign; research, strategy, tactics and tracking results.  Each is necessary, though not individually sufficient, for a successful marketing campaign.  Many people perceive marketing to be completely creative.  In reality, it is based upon researched information, planned strategies and tactics, as well as quantitative statistics and facts.  Building a marketing campaign from the ground up using these components will ensure an easier, organized process and desirable results.

Here’s an analogy.  Consider the four components of a marketing campaign as the growth of a tree:

The Roots = Research.  Thorough research equals strong roots.  Without hearty, deep roots a tree cannot grow and flourish.  The same can be said about marketing.  When putting together a marketing campaign, without strong research digging into your target audience, competition and the marketplace, chances are your campaign will go nowhere.

The Trunk = Marketing Strategy: A strong trunk supports a tree. This is the who, what, when, where, why, how and how much.  Researched strategies are put in place based upon each individual business.  A strategy that works well for one type of business may not work for another.  It is important to determine the right strategy conducive to your specific business.

The Branches = Marketing Tactics: Branches spawn from the trunk, and reach out and spread.  Each different marketing tactic that your business uses to promote itself is like a separate branch.  Your website is one branch, social networking is another, PR, advertising, tradeshows and so on… are all individual branches. Then with time, nurturing and consistency, the branches grow, fill out and demand attention.

The final aspect of marketing is tracking the results of the campaign.  This parallels watching a tree grow.  How do you know if your tree is growing if you don’t pay attention to it?  Sometimes you may need to trim branches, water it more, or take special care of it… this is all done by paying attention and tracking its progress. 

You cannot set a tree on the ground and expect that it will grow.  You must take careful steps to ensure that it will flourish.  The same is true of your marketing campaign.  By taking the time to research, establish strategies & tactics, and track your progress, your marketing platform is sure to grow and prosper. 

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