Maximizing Your Use 4 Top Social Media Platforms

If you don’t use social media personally, it can seem difficult to understand why it’s such an important aspect of digital marketing. You might be tempted to think, “Well, Facebook is the biggest of the social media platforms, so maybe I should just post everything on there in the hopes of reaching the most people.” What you need to realize, however, is that social media is not just a publication service. It’s a community. unnamed (7)

While there is overlap, different platforms are known for attracting different people and different types of conversation. You’re not going to have much luck unless you understand the crowd each one attracts. Here’s a quick breakdown of the top four social sites — Facebook, Twitter, LinkedIn, and Google+ — to help you get a feel for each platform and how to connect with customers on them.

Facebook
Facebook is easily the largest platform with an estimated 1.3 billion users. The site is known for being the perfect place for users to develop their individuality. You can use images, text, videos, and just about anything else you can think of. Generally keep your posts under 250 characters to keep your customers’ attention, and don’t be afraid to ask questions of your page visitors. This is the platform for making your brand seem full of personality and connecting with customers.

Twitter
Think of Twitter as a large, global conversation. There are an estimated 645 million users around the world, and the site has made the news multiple times for helping to start large social movements. It can also help your business.

Generally, you want to start your posts (tweets) early in the day and post frequently (just like a conversation). What’s challenging about Twitter is that your posts should be only 115-120 characters long (which makes it easier for others to ‘retweet’ you). Twitter is also known for the popularity of the #hashtag. Hashtags help to make your posts searchable, while connecting you with your audience. You should alternate between text-based tweets and occasional photos.

LinkedIn
This site is the more professional of the social pages. There are about 300 million users, and most of them are there for professional networking and business information. This trend is reflected in the best posting practices. Posts made before 8amand after 6pm tend to fare better than those made during the day (when most users are at work). They should also typically concern business topics. Your business page and posts should all reflect the more professional aspect of this site.

Google+
Google+ also has about 300 million users, but Google+ offers the added benefit of being connected to Google, which helps make it fantastic for local search SEO. Google likes businesses to use Google+ and has combined it with the old Google business pages. Take some time to build up your profile and cultivate reviews. This can help boost your local search results and make your business seem very appealing when it shows up on a search results page.

Content posted to this site should also be diversified between images, videos, fun content, and educational content. In terms of seriousness, Google+ tends to fall somewhere between Facebook and LinkedIn, making it a good place to connect with professional and casual users.

Social media has a considerable amount of potential in what it can offer your company. It’s a great place to connect with people and show them everything your business has to offer. Knowing the crowds who tend to gather on each platform will help you considerably as you set out to use each to its fullest potential.

How Does Email fit into your Marketing Strategy?

Given that most people despise spam email, it can be difficult to see how email can fit into a successful marketing strategy. Isn’t blasting potential customers with email part of the old, outdated marketing system that’s now viewed as ineffective?

Yes, and no.

Yes — when you send potential customers unsolicited emails, especially using email lists you purchase from a provider.

No — when your email messages are used purposefully as a means of initiating conversation with your leads and helping them along the sales process.

The truth is that more than 3/4 of your customers prefer to receive marketing communications by email compared to other methods. It’s also true that 95 percent of online customers use email, with the vast majority of them checking their email at least once a day. When used properly, email can be a fantastic way to stay in touch with your customers reliably and consistently. Here’s what you should keep in mind to make sure you’re getting the most from your emails.

Make sure everyone wants to be on the email list.

The first step to using email effectively is to ensure that everyone actually wants to be on your email list. This means no list purchasing and no generating email lists from random people. Your email lists should be comprised of people who have voluntarily given you their email address. You can use your landing pages, sign ups, and past customers to generate much more effective email lists. Such lists will have a much higher open rate than a randomly generated list. Your messages will be less likely to be marked as spam, and you’ll generate a higher conversion rate.

Use email to cultivate leads.

Email is a fantastic tool for taking people who have shown at least a passing interest in your brand and moving them further along the conversion process. Start by creating an e-newsletter comprised of helpful, relevant information designed to help people no matter where they are in the buyer’s journey. This will remind customers of the value you have to offer. As an added bonus, when you produce content that people like to share, you can generate even more leads. When people receive information about a company from a person they trust, they’re more likely to trust the company themselves.

Use email to stay in touch.

Email is also a great medium for staying in touch with people. Got any past customers you haven’t heard from in a while? Reach out to them with an email asking how you can help them reach their goals. How about people who have visited your pricing page but didn’t make a purchase? Email them to find out if they have any more questions about your products or services.

Email can even be helpful for taking an interested, sales-ready lead to the final step. After making your sales calls, follow up with emails. By opening multiple lines of communication, you’re making it as easy as possible for your customers to contact you.

Spam email has long passed its effectiveness as a marketing tool, much to the relief of everyone. But that doesn’t mean email itself is obsolete. Using email effectively in conjunction with the rest of your marketing efforts can be an excellent way to cultivate more leads and bring your company the growth you seek.unnamed (6)

Keeping the Ship Afloat . . . In Business

We’ve all heard the expression “keeping the ship afloat.” Anyone who has ever spent time on an actual ship knows that keeping a boat afloat and getting it to the intended destination is no easy task. Ships of all sizes require a considerable amount of work from everyone on board, and we in business can learn a great deal from these professionals when it comes to keeping our own companies running and moving in the right direction.

The importance of clear leadershipunnamed (5)

Ships are not democracies. A captain always leads the ship’s crew and directs activities on board. Captains have considerable experience sailing ships and know what needs to be done to make the trip a success. Their ability to see the larger picture lets them direct their subordinates. They don’t waffle in making decisions and have confidence in their abilities.

Like any good leader, however, a captain also willingly listen. Captains will take advice from their advisers in certain situations, and then balance the advice against their own experience. A good captain is able to take all of these sources of information and synthesize them to come up with the best possible solution.

As a business leader, you must be willing to do the same. Strong leaders unabashedly listen to those around them while also using their own experience and wisdom to make decisions for the benefit of the company. They don’t shy away from making firm decisions, nor are they so concerned for their own power that they neglect to listen to what others have to offer.

Dedicated workers

Ships have always required dedicated crews to keep them afloat. The ships of old required crews of men who would paddle the ship or control the sails to keep the boat moving. Crews today might man the sails or the engine rooms. No matter where the crew is working, however, they have to be prepared to give the boat 100 percent.

The employees you select for your business must also be fully dedicated to your company. You should be able to trust that their skills and experience will help them move the organization forward. Running an efficient business means not having to look over everyone’s shoulders, but instead establishing goals and having your employees work to meet you there.

Choosing a direction and sticking with it

When sailing a ship, the boat has a concrete destination. The captain and crew might have to adjust their route slightly if a storm comes up or another obstacle crosses their path, but they always know where they’re going and how they plan to get there.

Your business must have the same foresight. Successful organizations don’t set vague goals for success. Instead, they lay out concrete, measurable goals they want to achieve. When the goals of the organization are clearly laid out in front of everyone, it’s much easier for each person to know exactly what they’re supposed to do and how that fits in the broader picture.

Keeping a ship — or business — afloat requires strong leadership, a dedicated staff, and concrete goals. When you manage to keep these three ingredients in mind for your company, you’ll be well on your way to success.

Are You Using Keywords Correctly

When it comes to search engine optimization, few topics are as popular as the use of keywords. To hear some people describe it, keywords are the secret to success; if you just use specific keywords in your text enough, people will flock to your website. But think about the last time you read something that was clearly “keyword stuffed.” It probably sounded awkward, unnatural, and a bit forced, didn’t it? You probably didn’t take the information or the website too seriously. Fortunately, it is possible to use keywords effectively to entice visitors, give them confidence they’ve found a good source of information, and still sound completely natural.unnamed (30)

Selecting the keywords

When choosing keywords, think about the words customers are commonly searching for online. Monitor the number of searches that are done for different keywords, and then choose a few you’d like to target. These should be keywords directly related to your business, so you can use them naturally throughout your website and blog.

When selecting keywords, make the subtle distinction between keywords you and other professionals in your industry are likely to use and those your customers are likely to use. Your keywords won’t do you any good if your site ends up just attracting competitors. They’re not looking to buy from you! You want to use language and keywords that reflect your customers’ priorities and their language. This will ensure you bring the right people to your site. This is also helpful for selecting vocabulary words to use on all your marketing materials, including your outbound direct mail and newspaper advertisements.

Using the keywords appropriately

Make sure you use the keywords a few times in content. This will let your visitor know they’ve found a page with the information they were looking for. If done naturally, using the keywords in the opening paragraph can be a good practice for this reason.

Don’t use your keywords excessively, though. Generally, aim to keep the keywords in mind when you write, and use them whenever the opportunity naturally arises rather than assigning yourself the task of fitting them in as often as possible. Using this system will help you improve the flow of your writing and make it sound much more compelling and natural, rather than a trap designed to bring visitors to your website.

The reason blogging and keeping your website up-to-date are so fantastic for marketing is that both of these practices allow you to naturally incorporate keywords into your content. Keywords should be thought of as subjects that you want to write about. They’re terms your potential customers are searching for because they’re interested in learning more. Be the source of information for them, so they will turn to you as a source of authority.

Keywords can be very helpful in developing websites to attract and retain visitors. Capitalizing on their value, however, requires understanding what customers and search engines are and aren’t looking for. Keeping these guidelines in mind should help you use your keywords to your advantage. If you’re ready to take your marketing campaign to the next level, let us know. We’d be happy to help get you started!

Do you know who you are talking to?

When you sit down to develop marketing materials, you know you’re trying to reach potential customers. If you’re unclear who that might be, however, you could find yourself wasting time, energy, and money. Taking the time to develop your official ‘buyer persona’ can make the task of figuring out how to reach these potential customers significantly easier.

What is a buyer persona?Customer demographic

A buyer persona is basically your ideal customer. It’s a profile you develop based on the type of customer you’re trying to attract. This profile includes information about gender, lifestyle, income level, where your ideal customers work, and what jobs they perform. It also contains critical information about what types of problems they face at work and how your company can solve them. A buyer persona might look something like this:

Marketing Mike is working to lead his marketing team for his small business. He’s in his late 20s or early 30s and makes about $80,000 a year. Mike is struggling to make his superiors realize the importance of marketing because they’re threatening budget cuts to his department.

For a company that focuses on helping clients maximize their marketing efforts while minimizing costs, this buyer persona could provide the critical insight they need to reach Mike and help solve his problem.

How do you develop your buyer personas?

Buyer personas provide the basis for all your marketing efforts, so it’s critical to develop them on solid evidence and not just who you ‘think’ would be interested in your product or service. Begin by speaking with your existing customers. Get a feel for who they are and what has brought them to you. Complement this information with some research about the industry, the market, and who is typically using services like those you provide.

As you begin to compile these different sources of information, you should start to see some patterns develop. Use these patterns to begin grouping customers into a few different buyer personas. It’s critical that you always seek to learn the ‘why’ behind the ‘what’ as you do your research. It’s not enough to know that Marketing Mike wants to find a more affordable way to market. Understanding the motivation behind his drive is what will help you effectively reach him.

How to use your buyer personas

Once you’ve established your buyer personas, they’ll run your marketing campaign. You’ll develop content that speaks to the questions and problems your personas are facing. You’ll create promotions and attention-grabbers oriented toward these specific people.

Buyer personas give you the additional edge of a targeted approach. No company can be everything for everyone. By developing buyer personas, you’ll know exactly who you’re trying to reach. You’ll have a clear goal and a much better chance of reaching the people who are most likely to buy from you.

A successful marketing campaign means reaching your potential customers and making your company’s value to them clear. That task becomes much easier when you know exactly who you’re talking to. Develop your buyer personas to refine your marketing strategy, and you’ll find your chances for a successful campaign improve drastically. If you’re ready to start refining your marketing strategy, contact PostNet Downtown Denver Today!

Do You Know Why Your Customers Like You?

Most business leaders understand the importance of market research, particularly during the startup unnamed (28)phase. Those interested in starting a business should research their potential customer base and determine how successful their product or idea will likely be within that particular market long before building their first prototype or contacting their first client.

Yes, we all know how vital market research is for startups, but it’s equally important for well-established businesses — even highly successful ones. Unfortunately, it’s easy to let research fall by the wayside once your company has begun seeing success. Don’t. The need for market research doesn’t go away once sales start coming in. Instead, it offers valuable insight you can use throughout your marketing campaigns to successfully grow your business.

What marketing campaigns can tell you

Marketing campaigns offer unique insights into what your customers are actually thinking. All too often, we as business owners think we understand our customers, only to realize our own assumptions have colored our perceptions. Perhaps you thought your customers valued low prices, only to discover when you shrunk your customer service staff in an effort to lower prices even more that what they had really valued was your outstanding customer service. Market research and surveys of current and potential customers will let you know exactly what your customers appreciate about your products and services and what needs to be improved.

Understanding the virtual customer is a bit more difficult, because people will stumble upon your website for a wide variety of reasons. Knowing customer wants can lead to higher conversion rates, a better social media experience, and a better reputation that spreads significantly faster than ever before. Customers who have good experiences on your website are more likely to spread the word about their experience on social media, which can be very valuable for growing customers. To get an accurate picture, monitor a variety of sources, including social media and web traffic.

Where can this help?

In marketing

When you know exactly what it is your customers already like about your products, you’ll have a better idea about what to emphasize to new customers. The traits that already appeal to existing customers are likely going to be the ones that appeal to new customers, too. This will help you build more targeted campaigns and reach your audience more efficiently.

In making business changes

When you’re looking for ways to improve, say, your customers service procedures, market research can tell you which steps in the process matter the most to customers. Customers will have opinions about each step, whether in the buying process, the return process, or the customer service process. It’s often too difficult to completely revise everything, but knowing which parts matter the most to customers can help you optimize your revision process and make customers happier faster and with fewer resources spent.

Knowing when and how to expand

If you follow the first two steps well, chances are there will come a time when you want to expand. Maybe you’ll be looking to add more products or expand into new markets or both. Regardless of your goals, market research and having an intimate knowledge of your customers will give you the insight you need to complete this important business step wisely.

Is It Possible to Succeed in an Over-Saturated Industry?

The Internet makes it easy to see just how many businesses are vying to compete in an increasingly competitive atmosphere. At times, it seems there’s a business or product for just about any want or need. So how do some people manage to successfully establish new companies and find their way to positions of leadership in this hyper-competitive marketplace? How is it possible to break in when it seems as though your industry is already saturated?

Determine what unique qualities you have to offer

Think back to why you got involved in your industry. Chances are there was something about this particular business that piqued your interest — some aspect about it that made you know you could succeed. Perhaps you saw some unique ability or talent in yourself that you knew others couldn’t match. Uncovering that ability and finding ways to market it are the first steps to building your niche.

As consumers, we’re increasingly aware of all the options available to us to buy products from just about any vendor anywhere. While this can make it daunting as a business owner to think about just how much competition we have online, it also makes it easier to find a specific niche to fill.

Your niche might consist of just a few thousand people around the world. Before the Internet, it would have been impossible to reach those people and have a productive business. With the Internet, however, you can now market to your specific niche and build a successful company.

Develop personal relationships online and in personunnamed (27)

Personal relationships are more critical now than ever before. Customers expect to be able to speak with you, ask any questions they have, and receive specific answers quickly. While many companies have begun to realize this important truth, many are still lagging behind. Taking the time to develop this kind of relationship with customers can help you stand out against the competition. It can also help nurture customer loyalty, which will provide added stability as your company grows.

As you’re building relationships, make sure you’re also nurturing contacts within your community. Sponsor local groups, charities, and events. This is a great way to connect with people on a personal level and encourage them to try your company. Such connections help to build brand awareness and recognition in the community. That way, when people are ready to make a purchase, they’ll be more likely to turn to you because of your constant presence and overall standing in the community.

Use every tool at your disposal

You have a number of tools at your disposal for getting the word out about your company. When you’re competing in a tight industry, you need to take advantage of them all. As you’re designing your logo and marketing materials, use color psychology to create the best possible impression on potential customers.

You can also use the modern tools of website design to your advantage. Track your visitors and find out where they’re coming from and why they are or aren’t making purchases. The better you understand your customers’ actions, the more you can do to improve your marketing and services to reach them.

It’s not easy to find your way to success when it seems as though there’s already a business to address any problem out there. Take advantage of the above techniques, and it just might be possible to be successful in an already saturated industry. Contact us today if you’re interested in learning more about how our marketing techniques can help you get ahead.