"Imagine if you knew each of your company's prospects or customers as well as you knew your friends in college-you knew what they cared about, what they wanted in life, and every interaction strengthened your connection. In other words, it was a real relationship." ~ Steve Haase, Co-founder of ThoughtLead
What if there was a way to make that kind of solid and lasting connection online?
Technology Update
Welcome to Integrated Marketing.
The term "integrated marketing" used to mean having print, radio, television, and outdoor advertising - and a website. Wow - if you had that, you were clicking on all eight cylinders!
Then along came social media and email marketing.
As someone who has wholeheartedly embraced online, email, and social media as a means of engaging with and staying connected to my prospects, clients, and business colleagues since 2002, I can tell you firsthand that updating and integrating your online and offline marketing efforts creates the kind of results that traditional marketing alone simply cannot produce.
People ask me all the time, "How did you become so knowledgeable about social media and online marketing?" This is a reasonable question, since my formal education predates the current technology - which you probably already guessed, based on that "eight cylinders" analogy earlier! And, believe me, I would have much preferred to have been able to simply call someone in and have them bring my company into the 21st century but, frankly, at the time, there was no one to call. So, the answer to the question is, "I had to become my own online marketing consultant!"
Over the past eight years, I've taught myself a lot - through books, online research, seminars, webinars, and brainstorming with fellow marketers and mentors - and I'd like to share with you the "best of the best" when it comes to online marketing.
I'm going to assume you already have a website because it is, after all, 2010. So - beyond that - here are the Top 5 tools in my own marketing tool belt, which I recommend you embrace wholeheartedly, as we enter the second decade of the New Millennium:
1. Facebook Business Page. I'm always astounded at how many people still think of Facebook as an online hangout for college students and their younger siblings. Facebook is evolving and growing at an astounding rate, having recently surpassed the 500 million user mark (over 100 million of them in the U.S.). The largest segment of Facebook users is the 35-54 age group, at approximately 30 percent. And the fastest growing demographic on Facebook? Those 55+ years of age, a cohort which grew by a whopping 922% during 2009!
Do you want to attract, engage, and ultimately do business with any of those people?
2. eNewsletter. I launched my first email newsletter in March 2003, and I've never stopped using this medium to maintain connections with my prospects, clients, and business colleagues. What are my Top 5 Reasons to continue? Reason #1: Because 65-75 percent of all new business that comes my way comes from here.
I don't believe I need the other four reasons.
3. Twitter Account. Tweeting sounds so... juvenile. And yet, there are some very good reasons to use it for business, such as: monitoring your brand to garner valuable feedback, keeping tabs on the competition, engaging your customers in conversation, or even choosing to use Twitter as a customer service channel.
Now who's kidding around?
4. YouTube Channel. YouTube is the second-largest search engine in the world (behind Google). But lots of people (myself included) have shied away from it, thinking they didn't know enough about video to join in. Here's the good news: you don't have to be Martin Scorsese to be successful. The most successful videos are authentic - letting you or your company's awesome-ness show is the best way to stand out! Here are some ideas for establishing your industry expertise and brand leadership: (a) Upload your best presentations and publish your most successful podcasts in a video format. (b) Shoot a quick interview with people who work in your company - or those who work with your company. (c) Create a "how to" video. (d) Post some honest testimonials from happy customers to add credibility to your brand.
Are you starting to see the possibilities?
5. LinkedIn Profile / LinkedIn Company Profile. Sometimes treated as the proverbial ugly red-headed stepchild among social media channels, LinkedIn has recently made some pretty useful changes, making it more worthwhile than ever to be there. Evolving from its formerly "static" state, there are now numerous ways it can "play nice" with Facebook, Twitter, your website and email marketing efforts. The new Company Profile feature (still in beta, but behaving well so far) is one of my new favorites, as it allows me to create individual pages for my various services and products, promote specials, and more.
At last... its name seems to fit its functionality!
6. Blogging. I know, I know... I said 5... but I always strive to deliver more than I promise! When Twitter's 140 characters just isn't enough and even Facebook seems a little confining - BLOG! It's where you can get a few things off your chest, flesh out an idea or concept, and allow your prospects and customers to get to know you on a different level - all great rapport builders! Less than an article but more than a post, blogging is my go-to option when I have more than just a couple of sentences or a link to share. And, of course, "teasing" your Facebook fans and Twitter followers with a link to your latest blog post - which, of course, links to your website, LinkedIn profile, and YouTube channel - well, that's what you're aiming for.
Of course, how they all work together (or not) is key. If you're doing all the "right" things and still not getting the measurable results you deserve, stop spinning your wheels and call in an expert. As someone who had no choice but to go it alone back in the bad old days, I can assure you the investment will be well worth it.
Top 5 Tools to Have in Your Marketing Tool Belt (Besides a Website)
© 2011 Linda Rooney | Social Media & All Things Marketing
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:
Linda Chell Rooney, MIRM, CAASH, CMP, CSP, can help you discover a fresh, new approach to sales and marketing that will help you succeed in any market - with compelling social media strategies, eNewsletters, email marketing campaigns, and online surveys and event promotions. Contact her at linda@lindarooney.com or (609) 731-7945. Be sure to visit Linda's website and blog at http://www.lindarooney.com, where you can also link to her Facebook, Twitter, and LinkedIn pages and sign up for her F*R*E*E monthly eNewsletter, Social Smarts.
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