Marketing

A year ago I made the decision that I wanted — no, I needed — new carpet in my home. Believe me, it was time. So that very day I started the process. I found a few hours in my insanely busy schedule and got to work shopping for carpet. I started online, but that was just too hard. There was no way to see and feel the carpet or really ask questions. So I headed to the carpet stores; two I had chosen through my online shopping. Now, let me reiterate: I was ready, more than ready, to buy carpet. In my mind the deal was done, the sale was closed, and the price was really not, or at least not the major issue.

I visited both stores. Both had a great selection, knowledgeable sales people, and a variety of carpet styles, colors etc., from which to choose. So much so that I left a little overwhelmed. Both shops and their sales people were very helpful. They encouraged me to take a few samples home, test them out, see what I like, and then give them a call back.

Well, can you guess what happened next? See, like you, I am busy as heck.  Once I got home and put the carpet samples in the rooms, my busy life again took over. For the next six months, those carpet samples lay on the floor in the three rooms in which I wanted carpet. Every week or so, I would make a plan to head back to the store, give a call or something, but I never did; my life just got in the way. Again, I was ready to buy. The nice people from both carpet stores would call me and follow up, and ask if I was ready to buy. I would assure them that as soon as I had time I would head on over. Even with all that encouragement and support, I just never made it back to buy carpet, and they never closed the sale. (more…)

Videos are a great way to get your newsletter readers to remember your message and put a face to your organization. Making a video for your small business or nonprofit is easy– most smartphones record video in High Definition, so you likely already have exactly what you need to get started already. This is great news for all small businesses and organizations, especially those who use email marketing to connect with their target audience online.

Here are 5 easy tips to help you a video in your next email:

Make it short and sweet

The shorter your video is the more effective it will be. Most people stop watching videos within the first minute. Unless you’re giving away a video podcast or a webinar, don’t make your video more than 90 seconds. If you have an idea that you know will take more than 1-2 minutes, consider turning it into a video series. Instead of using a 10-minute video in one email, create five 2-minute videos, and promote them over the course of a month. (more…)

It might seem surprising but, beautiful images can help increase sales for your business. Posts with photos on Facebook received 120 percent more engagement than link or text-only posts, and Instagram and Pinterest have become increasingly popular social media platforms for consumer engagement. If you’re not yet using images as part of your marketing efforts, now is a great time to channel your inner photographic genius, and use your final weeks of summer to try it out.

Following are a few tips that you can put into practice now, to help increase sales and build customer relationships for the busy season:

Show some love. 57 percent of all mobile phone users own a smart phone, which means that you probably have a camera with you at all times. Show your customers how much you care by thanking them on your social channels. Use images you’ve taken at your business during the final days of summer and early fall and have some fun with it. (more…)

“Politics is a direct-response business,” declares the digital director of President Obama’s re-election campaign. “People do things if you ask them to do it, and … don’t … if you don’t ask.”

Exactly! In fact, this is true not only in politics, but also in social media. If you want your readers to click “like” or “retweet” or “reblog” or “pin” or “plus,” you gotta ask for it. Not for nothing do two of the web’s most popular sites — BuzzFeed and Mashable — serve up big buttons at the top of each article, beseeching you to “share me now!” What’s more, these icons now include the number of shares in real time, boxing you in with peer pressure: “Don’t share me–I dare you!” This is marketing at its finest: so subliminal, you think you’re making a considered choice.

Too often, however, those in the communications field blanch at making an explicit ask. We think of ourselves as marketers, not salesman. We trust in the purity of our craft, rather than tricks of the trade. Yet there’s a reason “marketing” and “business development” often find themselves in the same job title. It’s because a marketing budget isn’t self-sustaining, but ultimately depends on the success of sales–those who make the ask for a living. As any salesman will tell you, products don’t “sell themselves.” People need nudges. (more…)

A recent study found that 71 percent of people on social media use hashtags, with 43 percent of hashtags users reporting that they think they’re useful and 34 percent using them to follow categories and brands of personal interest like your business.

For those that are not already using hashtags, here is a quick overview of how and when the can and should be used.

What is a hashtag?

A hashtag consists of words or phrases (with no spaces), preceded by a # sign (i.e. #SBW13 or #StanleyCup) that is used to tie various social media posts together and relate them to a topic. Topics are sometimes connected to an event, TV show, sporting event, or any happening or trend of your choosing. Originally, hashtags were created on Twitter, but today they can be used on Pinterest, Facebook, Google+, Instagram, LinkedIn, Tumblr, and Vine. (more…)