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Blog posts tagged with 'Strategy'

Turning Lemons Into Lemonade | Facebook Marketing - Part 2

Yesterday I gave an overview of how Facebook is changing their marketing platform and how it will effect small to medium busninesses. Yes, I know some of you are probably ready to choke me for cutting yesterdays article short and not revealing the "how to," so without further a-do, here are you "how to's" when it comes to turning your Facebook marketing lemons into lemonade!

So how should you position your sales team in order to turn Facebook lemons into lemonade?

  1. Diversify your content plan. Help your accounts go big with fresh content. Facebook changes of this magnitude were bound to happen sooner or later. Things that are free and good at some point either stop being free or no longer are good. Facebook chose the former.
  1. Commit to the content. You will do well publishing varied, two-way communication. Think of your content plan as you would your relationships. Be real, be sincere, and be helpful.

  2. Remember, you’re the expert. Illustrate your agency customers’ professionalism. Chances are, your account is best doing what he or she does. Make that shine through their content
  1. Unleash the power of community. Leverage content to evangelize your connection to the local community. Remind your audience of the value of giving back. First, lead by example.
  1. Use promotions, offers, and sales. Announce and remind your audiences of the value of being your customer. One-day sales and Internet-only specials are examples of powerful “give back” tools. Everyone loves a deal.

Is there life after the news feed?

Without question. The silver lining has shown us what happens when we rely too heavily on any one channel or audience. Facebook is running its business. Your customers are running a business, too. It’s our job to help our customers communicate and market their business, so they can do what they do best. 

We can’t control what Facebook does next. Now is the time to take control of your customers’ content and audiences with the five steps above. Content marketing will position your account as the expert, show they’re connected to the community, and help their promotions get above the noise.

For a full and more in-depth description of each point, click HERE!

Zachary T.Brown
Marketing Director
StormsEdge Technology

Turning Lemons Into Lemonade | Facebook Marketing - Part 1

Hundreds of millions seemingly become more dependent on Facebook each day. The smallest changes from the social media giant send ripples across the social universe. If Facebook changed the way we communicate, and now Facebook is changing again, how much damage did it create?

According to Facebook, delivering relevant content in a way that won’t be missed by Facebook users is the goal. This was explained in a blog post by Facebook. The objective is to remove content that is “gamed” in the news feed to gain more distribution than it normally would. Facebook engineers went to work to scrub three major areas aimed at reducing news feed spam.

I saw the early accusations against Facebook. The company claimed that just 6% of a business’ page feed would appear on followers’ news feeds. “How dare they?” and “Facebook should be free!” angrily rang out.

This behavior, coupled with Facebook’s rising ad revenue, would have social media critics crossing their arms and telling us, “I told you so!”

Facebook is clearly on the lookout to suppress certain types of content. Like-baiting, frequently circulated content, and spam links now face intense scrutiny. That’s the Facebook company line.

However, others are not so sure. A source professionally familiar with Facebook’s marketing strategy, claimed the social network is “in the process of slashing “organic page reach” down to 1% or 2%.

Marketers have been on a honeymoon with Facebook. Now it’s time to pay the wedding bill. 

Businesses have benefited from the free promotional power of organic reach. They will want to rethink their social strategy.

Imagine a small- or mid-sized business audience of, say, 1,200 likes. Last year’s doughnut sale was a hit. It drove traffic into the store and got folks talking socially about the “buy a dozen for a penny” sale, thanks in part to their message reaching over 1,000 news feeds.

A strong promotional message reaching that audience will produce sales results. Now, after organic reach is slashed, that same doughnut sale reaches a couple dozen, at best — no pun intended. That’s no way to run a doughnut shop. 

So how do you exactly go about turning these lemons into lemonade? Find out tomorrow morning in "Turning Lemons Into Lemonade | Marketing - Part 2!"

Are You A Leading Strategist?

Strategy has become more about formulation than implementation, and more about getting the analysis right at the outset than living with a strategy over time. With that being said, I believe, as a consequence, it has less to do with leadership now than ever before.

Strategy Leading

Leading strategy requires confronting four questions: What does my organization bring to the world? Does that difference matter? Is something about it scarce and difficult to imitate? Are we doing today what we need to do in order to matter tomorrow? Being a strategist means living these questions every single day.

For a leader, becoming a strategist starts with getting clear on why, whether, and to whom your company matters. While that may sound obvious, it's something that has been proven to regularly frustrate the veteran leaders. When asked the question of clarity within the individual’s company their prolonged pause gave them away."

To illustrate the importance of clear purpose, The Swedish home goods retailer IKEA, was founded in 1943 by Ingvar Kamprad-when he was 17 years old. From its early days, the book explains, IKEA set out to create "a better everyday life for the many." The retailer did this by addressing an unmet market need, offering customers an extensive range of practical, well-designed furnishings at low prices. This driving purpose steered IKEA to succeed not just on low prices but also with a singular customer experience that no other retailer has yet managed to duplicate. IKEA made very clear choices about who they will be and to whom they will matter, and why.

Strategists also must lead the charge in creating organizations who can deliver on their intentions. That means building business models with mutually reinforcing parts. Rich in organizational detail, and anchored on purpose. These are crucial links between lofty ideas and actions.

Zachary T. Brown
Marketing Director
StormsEdge Technology

Make Them Sticky

Change is tough. That's why most people resist it – no matter the cost. So, how do you get people to change their way of thinking and switch from a competitor's product to yours?

1. Start small, and communicate clearly

When you're encouraging a customer to switch brands—whether it's his laundry detergent or SUV—you're asking for the same thing: change. And according to human nature, the best change is closest to no change at all.

2. Change one thing at a time

The next step is to focus on changing one behavior at a time—to make it seem as if you are "shrinking the change." For a change to be implemented successfully, a business must change the situation, while being cautious of how quickly the change is taking place. Remember that old saying, the slow and steady win the race?

3. Connect with consumers

Instead of focusing on industry competition, start by focusing your attention on the customers experience and needs. Putting your consumers' needs, desires and feelings first works. If you tug at your customers' emotions, their minds will soon follow. Connect to them on a level that resonates with them whether through pictures, testimonies, or even personal slogans.

Creating change isn't easy. But with letting some basic principles guide your efforts, creating campaigns that stick with your customers is inevitable—and simpler than ever. For a more in-depth read, click HERE!

Zachary T. Brown
Marketing Director
StormsEdge Technology

SEO: The Essential Tool

Today, many companies are making a renewed commitment to investing into developing solid, SEO optimization that is search-engine friendly and will improve their rankings over time.

Here’s a list of seven specific reasons why your business should definitely consider investing in your organic SEO:

  1. It still works – First and foremost, the techniques employed to improve SEO still work. Even though data and tactics regarding organic traffic from Google changes fairly recently, the techniques themselves still remain sound
  2. It is not going to stop working any time soon – Based on the way search engines appear to be developing, it is not likely that SEO will cease to be effective any time in the near future. To some extent, even audio and video searches ultimately depend on keywords to drive traffic to its content
  3. It is cost-effective – Compared to the costs associated with other forms of online marketing such as PPC advertising, social media marketing, or purchasing leads for an email marketing program, SEO provides fairly good results, usually at a decent price. While PPC may drive more revenue and social media may be more important for your image, your organic SEO in many ways remains a foundation of your online presence.
  4. Search engines grabbing more shared information – Somewhere between 80-90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase. It won’t be long before virtually everyone is searching for products and services online. Do you want them to be able to locate your business, or not? Without SEO in place, people will have a very hard time finding you and will instead find your competitors.
  5. Not having a healthy content profile is damaging – With each and every update to its search algorithm, Google and other engines change the way they look at websites. Things which didn’t exist a few years ago, such as social media indicators, are now given fairly high importance in terms of their impact on your rankings. Not building a healthy content profile spread out months and years is potentially damaging to your business, as it is one of the factors Google evaluates when looking at your site.
  6. Your competitors are doing it – Remember, SEO is a never-ending process. If you’re not moving forward and improving your position in web searches, you’re losing ground to a competitor who is. That’s a simple fact of how the process works.  Don’t let your competitors out maneuver you by ignoring this valuable tool for your business.

 

Zachary T. Brown
Marketing Director
StormsEdge Technology

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