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“Top 10 Social Media Marketing Watch List” for 2012

06 Jan

Marketing person that I am, watching trends and predicting them has always been fascinating. This year, I established a “Top 10 Watch List,” comprised of social media marketing tools, platforms and trends that have been and are developing, as I see them. The following list and predictions are based on my background experience and observations…

Social Media Revolution

1) Through widespread use of social media, the world continues the process of developing as a global culture. Through connections made, information communicated and shared, the world gives the impression of being a “smaller place.” Developing over the period of years, this phenomena has best been illustrated in times of natural disasters, uprisings. and events that have drawn attention worldwide. Even in the case of attempted governmental mandates to silence citizens, text messages, photographs or a quick video clip capturing the moment slips out to let the rest of the world know what’s going on behind a suppressive screen of attempted isolation and control. Additionally, through the various channels of social media, brands have an ever-increasing reach to those who desire to have their products or services, and want to know more about them.

2) Google+ growth and development through further integration and enhancement of featured Google products will create a richer experience for those on the platform. While it appears — or is often rumored — that social media platforms attempt to attract the same or similar markets at the demise of another, most often don’t cause platform implosion. Just as theme parks in a close proximity vie for visitors with limited time in the area, more likely the platforms are going to share some participants, but their inherent uniqueness through features, functions and sets of useful tools differentiate them. In this way, their usage and ultimate market share differ. If a platform’s user base is too small to support it without an infusion of funding, it would not survive. In the case of the ongoing duel between giants Facebook and Google — this would not seem to be a problem.

3) Mobile marketing and advertising are going to be big time ‘marketing darlings’ beginning this year. Web sales increased 15.3% during the traditional holiday sales period of November

Mobile Marketing Trends

1-December 26, 2011, as consumers spent $35.27 billion through online retailers, according to a report by ComScore. With rising smartphone and tablet use, and billions in sales reported by online retailers, small businesses should be ramping up for e-commerce activity starting now, if not already. Brick and mortar operations have a perfect opportunity to integrate their social media, online presence, in-store campaigns and conversations. Online marketers should review and enhance their websites to provide optimal visitor experience, presentation and ease of purchase.

4) Customer crowdsourcing decisions and deals will become more the norm. The need for listening and considering the market was well-illustrated in the last few weeks, with GoDaddy’s initial company stand on SOPA, and Verizon’s rescinded decision to charge customers a $2 transaction fee for paying their bills online. These situations cost both the companies on a number of levels. The technology exists to engage in dialogue, polls, and discussions before creating a firestorm of ill will and lost business. Applied properly, this technique can further strengthen brand trust, earning the priceless esteemed recognition of being customer-centric.

5) Content marketing thrives and is an essential element for driving traffic with information-rich articles, ideas and problem-solving solutions, delivered in a consistent experience to the visitor or customer, wherever they are — desktop, laptop, or mobile. The content not only draws traffic, but communicates the intended message, encourages sharing of it, invites conversation, and entices conversion. Not all content offered must be written by the website owner or sharing individual. Private Label Rights copy (PLR) and free articles for content have been available for years. Adding to the mix, social media allows freely sharing and curating as additional avenues for marketing, as well as limitless unique content blending possibilities.

Content Marketing + Blogging

6) Blogging is regaining popularity, recognized as an effective means to drive web traffic through creating content, while establishing thought leadership and generating leads. As part of a marketing plan, a growing number of business owners will realize that for the effort involved, the cost of blogging can be relatively low (depending upon set-up), packed with powerful potential. Attracting prospects to their self-hosted website with great content not only feeds market needs, but establishes identity as their brand becomes more familiar — known, and maybe even liked — expanding market reach and business.

7) Interactive marketing, engaging people to apply game mechanisms to non-game activity is a growing marketing channel. The NIKE+ Campaign is a prime example, as participants enter their running information and compete with others worldwide. This creates community, engages, and establishes top-of-the-mind awareness in the marketplace. Slightly reminiscent of the key ingredients for successful offline special promotions and events, this type of marketing has even greater potential effect. Reaching connected consumers in a personal way, with their express permission to do so, interactive marketing serves a need, builds community and encourages personal achievement. This touches the consumer at a deeply emotional level, through their ongoing involvement, and perception of receiving value. Designed and executed properly, I believe interactive marketing is one of the most effective ways to build consumer affinity.

8 ) Through social media sharing, pictures are indeed worth a million words, and are known attention-getters. When Mark Zuckerberg explained Facebook would be making enhancements

PowerSpeak: Pictures + Video

on the platform for photo sharing, realizing users like that feature, he wasn’t kidding! In this digital world filled with text and code, the popularity of ‘infograghics’ continues to soar, as it seems we try to condense even the biggest ideas into a simplified pictureview. SlideShare, Flickr, Instagram, mobile photos everywhere-all the time, fill Facebook’s new Timeline, shared in many forms, and via links rapidly streaming by us daily on multiple channels. Visuals create image, and are an essential element to building brands. Identity is established through carefully-selected images. Brand awareness and familiarity are fostered through sharing consistent images, in a campaign to build consumer preference.

9) Non-text content speaks loudly, with an artful blend of image and audio serving up a powerful message. Video marketing is essential to online success, and will continue to be a marketing strategy component. Online video offers real ‘star power’ for branding efforts, and can be applied in a variety of ways. Incorporating video on a website increases visibility and web traffic, improves SEO ranking, builds credibility with greater potential for conversions. In December, 2010, Forbes released a white paper entitled “Video in the C-Suite” that reported more than 75% of C-Suite Executives surveyed said they watched work-related online video on business-related websites at least weekly. 65% of C-suite Executives report visiting a vendor’s website after watching their online video. I think you’d agree that’s persuasive evidence for online video. Compelling video provides value to the viewer, and is not another Old School commercial. Effective video messages allow the opportunity to learn something valuable in exchange for the time spent to view it. Video is a powerful media to communicate strategic messages for intentional visibility, build and expand brand and business.

10) Offline activity is important, and remains so, as like-minded folks gather to meet off the grid, for networking and live training programs. It is an opportunity to connect IRL, away

Network-Communicate-Share!

away from the keyboard, or with the laptop, tablet or mobile device, but not separated by time, space or distance for a while. This is often a time for learning, sharing, community-building, and personal affirmation. This in-person time allows for a more personal bonding process that can lead to deeper, more lasting relationships, new business, and potential joint ventures.

Do you have a social media marketing or digital marketing strategy? My advice: Creating an online marketing strategy and integrating it with all marketing and communication efforts helps to strategically direct all efforts, to build your brand and have the potential to sell more products and services.

I hope you found these insights and predictions thought-provoking. If you found some things on the list you’d like to incorporate in your 2012 marketing, the next step is to take action!

To further help you in your 2012 Plan, I’ve created a FREE 12-page Special Report: “Savvy Biz Owner’s DIY Marketer’s 2012 Checklist.” Valued at $27, this new guide contains a 16-point checklist, with 53 tune-up tips to enhance your marketing efforts! It is available for a limited time. Sign up below and receive your FREE copy and Biz Tips, now!

There you have it — my “Top 10 Social Media Marketing Watch List” for 2012. Have I missed any trends you see? Please share in the comments section below… thanks!

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Posted in A Marketing Moment, Biz Tip, Branding Tip, Build Your Brand, Content Marketing, Effective Communication Campaign with all Media, Enterprising Entrepreneurs, Intentional Visibility, Marketing & Sales, New Media, Online Visibility, Platform Building, Search Marketing, Social Media Marketing, Trend Prediction, Video Branding, Work Smart, business blogging

2012 Communications Style Predicton: Blogs are Back!

27 Dec

2012 Communications Style Prediction: Blogs are regaining popularity!

No wonder, content marketing powerhouses they can be: serving as an online business hub, effective communications medium, and a means to incorporate various social media platforms/outposts across the web.

I’ve been blogging since 2004, and have found blogs to be a powerful communication platform, and an effective connecting point. Over the years, I’ve observed folks’ interest wane, in part due to the effort, but also with social media involvement.

Blogging, and incorporating related elements, integrates not only your various media, but also your message — powerful! A blog provides a means to tie all that together, as a hub-and-spoke approach.

For any business person, independent professional or nonprofit, blogging is essential to communicate your message and build your brand, identity or create awareness.

Great news: you don’t need to be a techno-wiz to do this, you don’t need to hire a someone to do set up your site, or to maintain it. Setting up a blog is easy. Functionality is greatly increased and enhanced with all of the plugins and features readily available. You can totally control your own site from establishing your domain, installing your preferred blogging platform, and getting your message out there! It has never been easier! Costs vary, ranging from free to monthly charges depending upon selected platform and web hosting.

My advice: Do you have a blog somewhere you’d like to get started back up with again? Dust it off, update it and get blogging! Do you have an idea in mind that you’d like to share, build on, create community for? Blogging is a great way to accomplish these goals!

To maximize your efforts, and for more on this, here is “Online Visibility Strategies with Denise Wakeman,” my Biz Buzz interview with Denise:
http://www.blogtalkradio.com/bizbuzz/2011/03/10/online-visibility-strategies-with-denise-wakeman

More about this trend: http://blog.sysomos.com/2011/12/23/2012-the-year-of-the-blog/

Stay ahead of the Trends and on-Track! Get Biz Tips and Updates in your email (click this linked text here)

About the author: Becky Cortino provides Content-driven Marketing Strategies and Professional Business Services via Express-It Media Fusion as an Integrated Marketing Communications Adviser specializing in Branding, Communications Design and Media, especially for Business Owners and Independent Professionals ready to make an impact, and maximize the return on their marketing efforts.

Background Experience Includes: Work in the International and Domestic Markets, Major Market advertising agencies experience, including BBDO. Professional, Commercial Experience in All Media. Founder of Marketing Communications Services (1982), a marketing-PR consultancy, offering clients an extensive background in all areas of marketing and sales, with a diverse client base, services ranged from local, statewide, national and international in scope, and nominated for the Greater Tampa Chamber of Commerce Small Business of the Year Award. Becky has received numerous other awards and recognitions, including Small Business Administration Small Business Institute Award (for consulting).

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Posted in A Marketing Moment, Branding Tip, Build Your Brand, Content Marketing, Effective Communication, Intentional Visibility, Online Visibility, Platform Building, Power Tip, Savvy Biz Owner Tip, Trend Prediction, Work Smart, business blogging

3 Ways Compelling Content is Like an Infomercial

11 Nov

Click here: Compelling Content Can Be Used to Your Best Biz Advantage

Compelling content is presented with the intention of eliciting a specific action. If the content is indeed compelling, that action or a choice from suggested actions, is taken.

Those actions may be: “Read more…” ‘Click here’ “For More information…” ‘Click here for details and to purchase’ “Buy Now” — and literally hundreds, if not thousands of possible combinations and recommended statements that call for action. “Success” is measured by the actions taken — or not.

Copy may be written and presented in a number of ways: in long-copy style, or as short as a display ad, pay-per-click linked text, to name just a few. Compelling content comes in many forms and formats. It doesn’t have to be presented only in written form, but audio (as in radio), as well as video (television, YouTube, etc.). Media choices abound today. Keeping in mind the item or idea to be presented, should dictate media selection. Some products require a demonstration, so video is a must. While video is a powerful medium, a crisp photograph or representation of the item may be sufficient to give the reader a clear understanding about the featured product.

In this piece, I am referring to “compelling content” versus ‘copy,’ because I really do mean the whole presentation or production as a persuasive medium. Through careful integration of all of the right elements of copy (and word choice), visual representation (photo or video), and audio or text presentation (idea, concept, selling point explained), the content may compel folks to take action — hopefully as intended, and not switching channels (literally or virtually). Much can be said about both compelling copy and content, and lots has been written about how-to apply it. Here, I am offering a simple dissection, as an overview…

Compelling content consists of 3 parts:

Introduction of an idea, concept or recognized need. Usually, the presentation is based off a recognized problem that requires a solution to address it. By attracting attention, this draws interested audience members into the presentation, with some desire to explore how this challenge they have can be solved. At this point, they are willing to invest a moment to begin checking that out.
Explanation, demonstration and how-to use or apply the idea, product, or system, to address the established need. Once the audience believes the spokesperson, presenter, or writer is on the same page as they are — or somewhat, realistically — they are more receptive to the message. This does not necessarily mean they are totally sold, but open to learning more.
Making an enticing offer, that allows those folks who are ready to take action and solve their challenge now, obtain the solution to help them. This offer may be attractive because of a special offer, a bundled offer with related or extra products, special bonuses, other items, services or perks that add value to the purchase.

These are 3 essential components of compelling content that present, explain and promote ideas, products, and services. While these components are necessary, the presentation must be also provide an enticement for anyone to spend the time to read, view or hear the information, enduring it to then eventual pitch. This enticement is not just the Old School Promise of a great BONUS for those who listen to the end, or click through. People are savvy, increasingly guarding their time and actions online, so your content needs to draw them in by providing great information, if at all possible be entertaining, and for sure to be well presented. It will need to grab them from the start — or they’ll click, change channels, and be gone forever.

Not to oversimplify, BUT: The perfect blend of the 3 essential components, combined with an enticing presentation, written in a concisely straighforward fashion, will be compelling as long as the featured offer and item are seen as possible solutions, of recognizable quality, offered with a good price-value relationship, and the whole deal seems credible.

That is why I think a classic example of “compelling content” is infomercials! Think about it…

BTW — Actor John O’Hurley Hosts “25 Most Memorable Infomercials Ever,” a one-hour special airing Sunday, November 13 at 9:00 PM ET on TV Guide Network, includes the gamut of infomercial memorables from the Magic Bullet® to The Clapper®, TV Guide Network stays up after hours to review the most successful infomercials that have contributed to the billion dollar industry.

I often write about Media and Communications! If you enjoyed this, sign-up to receive more Biz Tips in your email by clicking this linked text (here)

More about Compelling Content: Content Marketing can be Used to Your Best Biz Advantage – Biz Tips With Becky Cortino

Listen to internet radio with BizTipsWithBeckyCortino on Blog Talk Radio

YouTube LINK: http://www.youtube.com/watch?v=hGhHwyCYQqE

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Posted in A Marketing Moment, Content Marketing, Effective Communication Campaign with all Media, Marketing & Sales, Power Tip, Promotion, Savvy Biz Owner Tip, Small Business, Traditional Media, Video Branding, Work Smart, video, writing

Talk is Cheap. Results Speak.

08 Nov

Talk is Cheap. Results Speak.

Chris Brogan recently wrote a great blog post entitled “After the Kumbaya,” regarding the need for companies’ to realign all social media efforts with their established business pursuits, after all is said and done. It really struck a chord with me. In addition to referencing some of the most common social media implementation questions he’s answered from various CEOs following his numerous presentations, Chris simply explains the tool of social media as similar to a telephone, and that training is necessary for effectively reaching company prospects where they’re spending time.

The “telephone” is a great analogy, and I think most business folks embarking on a social media plan, or wanting to fine-tune social media efforts can easily relate to this example, and apply the concept. The point is social media is a set of tools for communicating — and there are more tools to include in that process. Beyond the implementation of a social media plan, driven by the plan-based purpose specific to the company, the use of the tools is not the same use as for everyone else, frequently observed as applied incorrectly.

Chris points out, a lot of marketers admit to not being very technically-oriented, which he says, “is an important skill gap.” Indeed. How can one advise a client in using social media or any marketing efforts, if the tools to accomplish the desired communication are not fully understood? I don’t even mean just to explain to a client what Twitter is, and how “it works.” I mean having a real in-depth and behind-the-scenes understanding of these tools and all the major platforms to realistically be considered. Not even being a well-known persona associated with social media promises the true proficiency I am recommending. The “use” of social media tools goes far beyond the platform and what it can do, the people it can reach. An in-depth understanding of all aspects of these tools and their characteristic nuances is essential for effectively communicating with them, critical for advising clients.

Not all tools are for everyone, nor will a turnkey “system” successfully meet all needs. As a marketing professional, the client is always owed your insight for the appropriate selection of tools, as well an unquestionably-excellent communications plan, to help them meet their unique goals. Otherwise, why would they hire you? If in reality you know only a little more than they do, it’s an absolute waste of their money and time. The results likely will not be much beyond establishing a bunch of social media accounts, only later to be abandoned because ‘social media doesn’t work,’ “takes too much time” and “we get no ROI.” You might make a great, inspiring presentation and land that account, but the unsuspecting client might not realize the true depth and breadth of your knowledge about the tools needed to help them. How will you serve them?

In order to more effectively help clients, Chris wisely points out that social media experts should also strive to build a better understanding of the business world, and what is happening in the marketplace. Beyond the ‘book learning’ and financial newspaper-reading he recommends, I think nothing beats first-hand actual real-life experience, backed up with examples and results. Sure, the marketplace is dynamic and always changing, but those who have real hands-on business time-tested experience in the real world have a strong background to draw from, benefiting the client.

Only by being able to professionally serve clients, through delivering services and products that really help them to meet their needs, and reach their goals, can you provide value, and achieve a place in the marketplace.

Chris pointed out it was time to go to work “After the Kumbaya.” I couldn’t agree with him more, and think it’s “been time” to get back to work for quite a while now. My hope is that all potential clients and customers will review the bottomline experience any marketer they consider hiring actually has, including: tech ability, a multi-dimensional understanding of marketing, and how things work in business, based on actual real-life experience with a track record to show. Then, the clients will have access to the tools and insight they really need, to achieve results.

As the saying goes “talk is cheap.” So true. Until a client starts paying for that all ‘talk,’ and gets “no ROI.” Results speak.

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Posted in A Marketing Moment, Branding Tip, Business Building, Effective Communication Campaign with all Media, Marketing & Sales, Savvy Biz Owner Tip, Small Business, Social Media, Social Media Marketing, Traditional Media, Work Smart, Workplace Integrity, communication

Super Bowl Commercials: Social Media Extends the Reach

07 Feb

Super Bowl XLV has come, been enjoyed, now lives on in memory — and as no doubt a water cooler topic today. A huge draw for many, and an ongoing conversation-starter, centers around the now-infamous Super Bowl commercials. At a 30-second cost of $3,000,000, folks remain fascinated to see what the sponsors roll out as their finest offering, and most lasting message.

Although the ratings won’t be released until later today, it is expected that this year’s Super Bowl is the most-watched in history, surpassing the highest viewership in 1982, according to SportsGrid.com

Social Media played a large part in pre-promoting Super Bowl spots, as well as carrying further buzz after airing. Incorporating Social Media has extended the reach for advertising dollars invested by the sponsors, by building anticipation, creating awareness, establishing a following, and continuing communicating the message long afterward. That’s a lot of buzz!

An example of using Social Media to extend audience reach and to keep the message top-of-the-mind, is You Tube Ad Blitz 2011…

You Tube's Annual Gallery of Super Bowl Commercials

You Tube’s annual Super Bowl Gallery gallery of Super Bowl® commercials offers viewers an opportunity to view, share and vote on their favorite Super Bowl Commercials. Voting is open until February 14. You Tube promises “the winning ad will receive ultimate video glory with YouTube homepage recognition on Feb 19.”

This certainly does keep the buzz going, and incorporates Social Media (You Tube, Twitter, Facebook, etc.) as mediums to extend the reach of commercials, after airing.

In the truest Social Media form, You Tube – AdBlitz’s channel is fun, offers:

Helpful information – playoff coverage, about Super Bowl site, recipes, etc.
Visitor participation – viewing, voting, commenting, predictions
Some advertising – a soft-sell approach — onsite

Of course the Super Bowl ads are the center of attention on the page, but presented as a form of entertainment. In my view, this is an absolutely perfect application for You Tube.

It will be interesting to see how Social Media becomes incorporated as a more integral part of sponsorship packages on a wide scale basis, even beyond the Super Bowl, as the merits of reach and longevity beyond the paid-for 30-seconds of airing, are recognized.

Which is your favorite Super Bowl commercial? Please leave your comments here — and be sure to go vote: You Tube – AdBlitz’s channel

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Posted in A Marketing Moment, Advertising, Campaign, Durable Branding, Express-It media Fusion, Facebook, Marketing & Sales, New Media, Promotion, Social Media, Social Media Marketing, Special Event, Special Events, Work Smart, video

3 Reasons Why “Creating an Experience” is Good for Business — Everyday

29 Nov

Create an Everyday Experience for your Customers and Clients!

The Black Friday Forecast for shoppers was good. It was very good. According to reports, it appeared many major retailers had great plans to literally roll out the Red Carpet for customers, with an emphasis on “creating an experience.”

Of course, this ambiance and gracious environ is provided to enhance shopping, morphed into an adventure, with the hope of increasing sales. On the flipside, turning the day and customer time in the store into an ‘event,’ perhaps somewhat lessens parting with their money a little less painful, while drawing in more customers.

In the process, “an experience” creates a positive atmosphere, engenders a sense of experimentation or trying premium products (with samples or a tasting) — and gives the customer permission to relax in that space and time. These elements are essential in building a relationship with them, providing valuable feedback.

Event and Promotions Planner that I am (for retail, as well), this made me wonder why “creating an experience” for customers isn’t an everyday happening, integral with the branding of a store or entity? There are hundreds of ways to do this.

Three reasons why “creating an experience” is good for business — everyday:

Creating a pleasant, memorable “experience” that represents the establishment. It becomes a hallmark of that organization, furthering the branding of the store, chain, group, company, or business.
A successful promotion is one in which the cost is self-liquidating. In other words, the expense of putting on the show, event, day — the loss-leader idea is really a winner. It draws in the business, generates sales, and the cost is covered, plus profit.
That is why if properly executed, special events and presentations can be effective promotional vehicles, generating attention, attracting business and creating more sales. If the “experience” is embraced as a regular feature or hallmark, it becomes synonymous with the entity’s branding. The branding is successful when folks think of what the “experience” represents, and the business name comes to mind, or is the established place to go for whatever it’s claim to fame may be — and authentically is.

Great business inspiration and a real-life contemporary study is Zappo’s.

Tony Hsieh’s book Delivering Happiness is a great read.

Delivering Happiness Site: http://www.deliveringhappinessbook.com/

Listen to the audio version of this blog post: