Posts Tagged ‘Marketing’
Thursday, November 19th, 2009
 It’s one of the biggest challenges companies face. They spend a large portion of time and resources to get it right and it’s ever-evolving: reaching your target market. But, there are some ways to make this process easier, less stressful and more educational along the way.
Research is the keystone of developing successful ways to reach your market. With accurate research in place, choosing the most effective way to reach your audience becomes an easier, less painful process. Often times when confronted with a vast amount of information, it’s easy to lose track and focus. Here’s a list of questions that will get the ball rolling in the right direction and help you reach your target demographic:
- Who is your target audience?
- Where are they located?
- Are you using the most efficient platform to reach them?
- How do you want them to feel about your brand?
- Who is your competition?
- Are they doing anything you’re not?
In answering these questions, you will have a solid foundation off which to build your next marketing move. Having a strategy and positioning in place will help your company garner their desired results from marketing.
Tags: demographic, Marketing, niche market, positioning, research, Strategy, target audience, target demographic, target market
Posted in Marketing | No Comments »
Thursday, November 12th, 2009
The monetary benefits of online marketing have recieved a lot of attention lately. Sure, online marketing can increase your ROI and expand your market share–but there are other benefits to taking your marketing to the online world. Marketing online vastly increases the scope and diversity of your audience, but decre ases their attention span. So here are a few quick tips to make generating buzz about your compay online a breeze.
1. Bee Consistent
Make sure that everything from your branding to your content is on point. Since audience members have many different opportunities to interact with your brand, you want to make sure that your brand message is clear, concise and consistent. You don’t want to confuse your audience by sending mixed signals!
2. Bee Everywhere
With so many new online outlets and networks, it can be hard to keep up! But it’s crucially important to use as many marketing channels as possible to your advantage. Determine what platforms are right for you, and be sure to keep updated and relevant information on all of them.
3. Bee Engaging and Interactive
Online marketing provides you with the opportunity to engage with your customers on their turf. Don’t be afraid of this unfamiliar territory. Dive right in–explore, interact and, most of all, have fun getting to know your consumers! They’ll appreciate your time and attention.
4. Bee Unique
With so many other brands out there, you want to make yours stand out! Your audience now has the power to determine their brand experience, so creating a fresh, unique and relatable perspective is key. Following these tips will help your brand bee a winner on the online market!
Tags: bee, buzz, Marketing, marketing platform, online marketing, public relations, small busness, social media, Strategy
Posted in Marketing | No Comments »
Monday, November 2nd, 2009
 As we constantly move towards a society where daily tasks such as paying the bills, ordering food and shopping for clothes are being performed online, new opportunities to approach, reach and target your clients are beginning to emerge. Online marketing has a number of benefits, especially for small business owners. It’s fast, efficient, environmental friendly, but most of all, it’s cost-effective!
Besides the obvious benefits of eliminating mailing and printing costs, here are some important factors to take into consideration.
The two-way communication process. The feedback from your consumer makes it easy to adjust and update your online campaign. If you notice that certain copy or images needs to be changed, this is an easy fix. Imagine doing a print campaign and realizing along the way that you’re not getting the results that you’re looking for. The cost and time it would take to make the necessary edits would probably mean a financial setback for your business.
To receive feedback from the consumers while doing an offline marketing campaign requires the consumer to mail or call. People don’t have the time to do this and valuable information gets lost. Online marketing allows clients to have an ongoing communication with the actual company, and most importantly the company can very fast adapt according to their audience.
Another way to track the results of your campaign is to set up SEO keywords. The campaign can get customized and constantly updated based on your consumer’s reaction and feedback.
There are numerous communication channels to be utilized in online marketing. The primary channel is the web, but also e-newsletter, social media platforms audio and video. Speaking of email marketing, there’s nothing easier for a potential client to forward and/or share the email that is being sent out. Today, an increasing number of companies are integrating social media with e-marketing. TopRank’s online marketing blog featured an interesting post about the so-called “Share to Social” (S2S) link t hat can be imbedded in an email marketing campaign. When sending out an email simply include this link, which tells the receiver to instead of just sending or forwarding the email, he or she should also make sure to share it with more people by utilizing social media platforms. Links to the platforms are imbedded in the email, which makes it easy for the receiver to spread the word about your products and/or services!
Tags: blog, cost-effective, email marketing, Marketing, online marketing, print marketing, Search Engine Optimization, SEO, social media, TopRank
Posted in Marketing | No Comments »
Tuesday, October 27th, 2009
 You’ve built an amazing network of contacts, potential clients and business partners. Great! But, think of your network like a plant–it only grows when it is fed and nurtured. Don’t go sprinkling MiracleGro on your contacts just yet. Networks are fed by information and engagement. So how can you engage your network?
Of course, you can use social media for quick updates and day-to-day engagement. But, don’t forget the power of a newsletter. You can send a mass online newsletter to your entire contact book or you can opt to send a print letter to your inner-circle. Either way works as long as you understand how to effectively position and utilize your newsletter. Here are a few quick tips and benefits to keeping your network in the know. A newsletter can be used for:
News and Information
Keep your network up to date about your accomplishments. A newsletter gives your comp any a chance to shine and showcase its success. Also, keeping your network in the loop about your current projects may peak their interest and they may even lend a hand (or a contact!)
Education
By including relevant links and resources in your newsletter, you make it more interesting and, thus, engaging. Your network will want to read your newsletter if you include interesting facts or links to articles written by yourself or well-known sources in your field. This also reminds your network that your company is a credible resource, with your finger close to the pulse of the industry.
Outreach
Sending out a cheerful and informative newsletter to a wide audience can help you expand your network. If your newsletter is effective and well-written, members of your network may pass it along to their friends and colleagues, allowing you to cast a wider net, increase brand awareness and explore new markets.
Reinforcement
Don’t let your network forget about you! Popping a monthly newsletter in their mailbox (electronic or not) reminds your network that you’re an innovator and expert that is constantly looking out for their interests.
Think newsletters are a thing of the past? Has social media replaced newsletters? Perhaps. But, there is something special about getting a personalized piece of mail that no tweet could replace.
Tags: company newsletter, e-marketing, eMarketing, Marketing, news letter, newsletter, online marketing, online newsletter, print newsletter, small business, social media
Posted in Marketing | No Comments »
Thursday, September 24th, 2009
 Direct mailing marketing campaigns are quickly becoming a thing of the past. With the evolution of the digital world, people are spending hours upon hours each day in their email accounts and emailing has emerged as a primary form of communication. Although other media to reach your consumer have arrived on the scene, email is still a great way to stay connected to your clients and the benefits of email marketing are numerous. Email marketing allows you to send your network or current and potential customers information about your business, news updates or promotional offers. Not sure where to start with email marketing? Here are a few tips to get the ball rolling.
1. Choose a platform.
There are several platforms that you can use to distribute your email marketing. Find one that fits your needs and budget. Having trouble picking a platform? Check out some of the Perks recommendations.
2. Determine a strategy.
Ask yourself what you want your email marketing efforts to be used for. What is the end goal? Do you want to send your customers and network news? Promotional offers? Think about who will be reading your emails and the action you want them to take. Do you want them to visit your website? Call your office for a quote? Once you figure out what action you would like to be the result of your campaign, you can lay the foundation for successful email marketing.
3. Brand your email
Whenever you give a consumer information about your business, make sure it’s branded! Carefully craft content that is consistent with your brand identity and delivers the information in an action-oriented and empowering way. Design your email to make it visually appealing and make sure that it matches the rest of your branded materials.
Once your email platform, strategy and branding are in place, you are ready to reach out to your network in a tactical and decisive manner. Check out a few other email marketing tips and tricks to maxamize your email marketing efforts!
Tags: e-marketing, email marketing, eMarketing, Marketing, online marketing, small business, Strategy
Posted in Marketing | 1 Comment »
Monday, July 20th, 2009
 One of the biggest marketing myths is that marketing for nonprofits is a whole different ballgame than marketing for businesses. In fact, marketing for nonprofits and for companies are really more similar than most people would think. The major difference is that in for-profit marketing you are selling a product or service, whereas in nonprofit marketing you’re selling something a bit more intangible–a cause.
Most nonprofits are affiliated with a cause or a charity, from raising awareness about eduction to the environment, every nonprofit is a champion for something. And it is that something what we as marketing experts are selling. So how do you go about selling an idea? How do we sell consumers something that they can’t see?
The answer is the same way we would sell a tangible object. Here are a few for-profit marketing strategies that we have translated to fit the needs of the nonprofit sector.
1. Emphasize Value Proposition
Every business must have a value proposition, or a statement of what makes your business better, brighter and faster than that of your competition; basically answering the question, “why choose us?” Nonprofits are not exempt from creating a solid value proposition. Look at your mission statement and ask yourself, “out of the hundreds of other nonprofits that service the same cause, what makes this one different?” Once you answer that, you have a solid foundation from which to build your marketing plan.
2. Plan Events
In the nonprofit sector in particular, hosting fundraising events is a great way to earn revenue and get the word out about your cause or foundation. Make sure the event is at a high-profile location (usually upscale lounges and clubs will allow you to host an event during the evening, before they get busy). Invite everyone in your network and include raffles, (donated) prizes and drink specials at your event to show your guests a good time. Using the event as a hook, you will have be the perfect chance to tell your already-captive audience about your past success and future goals.
3. Take pictures!
A picture is worth a thousand words. So tell your organization’s story through visual media including photos, videos and slideshows. Showcase the good work your nonprofit is doing through the newest technology.
4. Get on the social media train
Utilizing social media to spread the word about your cause is a great way to increase cause awareness and interact with your community. Get in touch with potential donors or even other nonprofits who help the same cause but in different locations. Share insight and advice with other nonprofits, chances are they are dealing with the same challenges as you are. (If they aren’t, then they already have or eventually will!) Just like in the for-profit sector, establishing relationships with key players in your field is crucial and there’s no better way to do this than social media.
Need more ideas or resources?Check out the following sites to wrap your head around marketing for nonprofits.
Eight Basic Steps to Marketing your Nonprofit Organization
Marketing & Communications Resources for Nonprofits
The Foundation Center
Nonprofit Marketing Guide
Tags: event marketing, Marketing, NGO, nonprofit, social media, value proposition
Posted in Marketing | No Comments »
Monday, June 15th, 2009
Every business needs a marketing plan. Plain and simple. But, what makes a good marketing plan? What do you need to know to get your product or services in the right hands?
Here are a few quick tips to get you started on creating a marketing plan or to help you give your marketing plan a makeover.
1. Be simple.
No need to confuse everyone with an overly complex marketing plan. Regardless of how large or small your business may be, your marketing plan should stick to the basics. Use a format that is easy to maintain and doesn’t cause any headaches. If your Marketing Plan is simple and to the point it will make everyone’s lives easier.
2. Be specific.
To keep your marketing on point, your marketing plan needs to be as specific as possible. Include information such as:
- Launch Dates
- Preparation
- Responsible Staff
- Type and Frequency of Marketing
Since your Marketing Plan is essentially your “Marketing To Do List,” make sure that everything on there is prioritized and organized like you would for your personal “To Do List”
3. Understand your audience.
Having a solid grasp on your target demographic and competition is essential when creating an effective marketing plan. Ask yourself:
- Who will be using my product?
- What other products are they using?
- Where does my target consumer go to receive information?
- When does my target consumer use my product?
- How can I reach my target consumer?
Asking yourself these questions will help you understand how to effectively market your product and what channels of media are best for your needs.
 4. Understand your value proposition.
Don’t take a single marketing step without ensuring that all involved completely understand your value proposition. Your value proposition is the WHY. Why does your target consumer want your product or service? Why can’t they live without it? Why should they choose your product or service over that of your competitors?
Need help figuring out what your value proposition is? Stay tuned!
Tags: Marketing, marketing plan, media, small business, Strategy
Posted in Management, Marketing | 1 Comment »
Wednesday, May 20th, 2009
Facebook has millions of subscribers. It has reached international ubiquity, and is has a huge potential market for whomever puts in enough effort to stand out. But how exactly do you reach people on Facebook? What are the ground rules to follow to keep your fans?
There are several ways to reach out to clients on Facebook. The most unpractical one became the easiest way to do it. It went from “half-baked group with fewer capabilities” to “almost full-blown profile page-like” point of presence.
The answer is: create a fan page !
This is the easiest way to reach people online. The problem is, you cannot go outside and ask people to be your friend, as if you had a profile. You have to wait for them to get to you. But first, how should you create your pages?
If you have a really recognized brand, and a few “blockbuster” products, feel free to create different pages for each of these products. For example, one fan might love M&M’s, but not Snickers bars. Having only one “Mars” page would not make sense in that case. Plus, if you have big products that don’t have pages, you run the risk of individuals creating fan pages named after your product, in which case you will not be able to control it.
There is only one way to get this spot back: kindly ask (no Cease & Desist here) them if they could transfer you the ownership of the page, so you can keep everyone updated with awesome news and updates about your product. In most cases, people will happily transfer ownership (after all, they’re fans too). It is not failsafe: this is why, as soon as one of your product might become huge, you should create a fan page. If your product is or becomes well known, people will join.
Now there is the problem of how to create page without a personal account. One could create a profile named after the company. This is a spreading technique strictly forbidden by Facebook, and you risk getting your account terminated. There is one proper way of creating this is going through these steps:
Go to http://www.facebook.com/pages/create.php. Choose the right section, your name, and press Create. You will be taken to a sign up for Facebook page. If you already have a personal account DO NOT USE IT! Use your company e-mail or create a specific one for that purpose. The next step is to validate your registration following the link in your mailbox. Voilà, you have your own Facebook Fan Page! Now you can start to edit it.
So, how and how often should you update your page? The answer is: try to spread the updates as much as possible. There are several studies on it and some of them think that posting at 4:01PM is the best time for the highest exposure (this is not a joke). If you have several updates to do (uploading videos, adding pictures), it is okay to have 2 of them in a row, 3 maximum. Anything over 5 and all your updates except one will disappear and add a “SHOW x MORE POSTS” link on the user’s homepage, resulting in two things:
- People will “unfan” you because you’re flooding their homepage;
- You will lose a lot of exposure since all your posts vanished under that banner.
To sum up, here’s a quick list of things to do and things to avoid:
- DO have fan pages for all your products, if they are influential enough.
- DO add enough content to your page so people want to subscribe to it.
- DO NOT update 10 times in a row; people will unfan you as fast as they added you.
- DO NOT create a profile for the company to get a fan page: this will get you banned from Facebook.
- DO add a link to the page on your website; Facebook will even offer buttons to insert directly to your homepage.
Hopefully this post gave you better insight on the matter of getting people to know you through Facebook!
Tags: Facebook, fan page, interactive marketing, Marketing, social media
Posted in Marketing | 1 Comment »
Friday, April 10th, 2009
 As discussed in a previous blog, women are willing (and in some cases a little too willing) to break out the wallet for beauty during troubled times. Still having trouble keeping your beauty business afloat? Here are a few quick tips about how to keep women looking gorgeous during a recession.
1. Give your marketing a makeover.
Think about the Dove “Real Beauty” campaign. This is a classic example of how marketing can make a huge impact on your business. By taking a simple bar of soap and packaging it in a big idea about how we view beauty, Dove was able to leverage powerful marketing to make a huge splash in the beauty industry.
So, how can you apply this to your beauty business? Give your brand a boost. By repackaging your services, you can find new ways to add value to existing services. And, endless technological possibilities provide us with endless cost-effective alternatives to spread the word about your services.
2. Differentiate your beauty business from your competitors.
Show your clients that your business is the one to choose. Making your business stand out from the crowd is essential when times are tight. Research of your competition and create ways to outshine them. Keep an idea of your target customer in mind and think about what they need but aren’t getting from your competitors.
3. Create an environment of relaxation.
With all the stress caused by the recession, what your clients really want is to relax. Make your spa the place women go to get away from it all. Try serving beverages or snacks to your guests. Play relaxing music. Use aromatherapy or candles. Find ways to relax your clients by appealing to their five senses. This will show that you are attentive to their needs.
What draws people in more than anything? Free stuff! By giving your guests trial sizes of their favorite products, you will entice them to return for more. Make personalized recommendations to get clients hooked on your products and services. If you’re tight on products try giving clients a trial service, like a free five-minute massage.
Create a weekly special, bonus or coupon. Giving your clients a discount will draw in new customers and providing a “tenth visit free” card will keep them coming back.
5. Network, network, network!
Attending networking events is the fastest way to meet new clients and also provides you with an opportunity to talk about your services in-person. Everyone loves looking pretty, so the services you provide could easily be worked into a casual conversation.
Reach out to clients you haven’t heard from in a while. With today’s internet-obsessed culture, very few people are actually picking up the phone to call clients. Giving your past customers a quick call allows you the opportunity to update them on new promotions or services, and it personalizes the customer service interaction.
 The beauty industry is a great place to be during a recession, since people turn to beauty as a form of therapy when times get rough. In fact, careers in the beauty field were listed on HRWorld’s list of Top 25 Careers to Pursue during a Recession.
So, go the extra mile to remind your clients that just because times are tough doesn’t mean they have to look it.
Tags: beauty, fitness, health, luxury, Marketing, recession
Posted in Small Business News | No Comments »
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It’s one of the biggest challenges companies face. They spend a large portion of time and resources to get it right and it’s ever-evolving: reaching your target market. But, there are some ways to make this process easier, less stressful and more educational along the way.
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