An Online Presence is No Longer Enough for Marketing

March 11, 2016

I happened upon a blog post the other day about targeting and integrating all your social media marketing efforts. As I read through it, I realized that this is one of the next big hurdles for online marketing. An online preID-100263554sence is now standard, but it’s necessary to do more. Over the years, I’ve worked with countless organizations of all sizes, for which I’ve developed and expanded social media as well as performed some SEO and SEM. Many more recent clients appear to have all the “right” online elements in place but it isn’t helping their bottom line. I have found, through my standard analyses, which look at all outreach efforts, including social media, press, events and public relations, that a few common elements are almost always missing.

“An online presence is now standard, but it’s necessary to do more.”

First, and most important, companies need to keep their customers in mind when creating any marketing materials. This harks back to the most basic of marketing concepts – your core competencies. You need to determine what makes your company or product better than the competition. Why should customers/clients choose you? What makes you stand out? And, what exactly interests your potential customers? What keeps them coming back? Do you have the very best product? Are you the cheapest or quickest? Maybe you have the best customer service.

Core Competencies

A high percentage of social media outreach does not address these questions. It’s not enough anymore to simply have a presence. You have to determine what will attract and keep your clients coming back. What’s in it for them? Why should they read your posts and ultimately become a client?

Target Market

And who are your customers? This is equally important, and a lot of people miss the mark. For example, if your market is executives, you need to talk big picture and return on investment. If your market is the people on the front lines, you can include tips and specific information. Each of these two audiences will not be all that interested in the other information. If your information is not targeted to your main audience, you’ll be overlooked.

Second, you need to cross-promote. Ensure your web site, blog and social media are all connected and all addressing the same message. You can tailor your messages a bit more specifically for the different apps but it should all reinforce your brand and core competences to the correct audience.social-media-marketing-concept-hand-pressing-icons-blue-world-map-background-48170178

Third, online analytics are essential. I worked with a company that had a large social media presence but used mostly Facebook because that’s the app with which they were most comfortable. However, they had no idea where most of their clients found them. I performed an online analysis and determined that 75 percent of their clients found them on LinkedIn. After much grumbling, the company president agreed to increase their LinkedIn activity, and he was surprised to see the business grow. My favorite online app is Twitter, but that doesn’t mean I can ignore all the other channels.

CALL TO ACTION

Lastly, you should include a call to action: email us for a quote, call us for an estimate, sign up for our tips. You get the idea. My call to action: if you’d like some specific suggestions about how to increase your bottom line via your online and other marketing efforts, call or email me. My web site is www.techsavvympa.com. I’ll give you a few tips for free.

Next post: Marketing encompasses more than digital outreach; don’t neglect other outreach vehicles.

 

*First image courtesy of jscreationzs at FreeDigitalPhotos.net

Advertisements

Are You Still Behind if You Don’t Tweet?

September 4, 2012

If you feel like your company is behind everyone else in utilizing technology, you’re not alone, and chances are you’re not as behind as you think.

Twenty years ago, it seemed as if every company but mine had a web site. So I created one. From the kudos I received, I realized we were right in the flow, we weren’t behind at all, that was just my perception. When I publicized the new web site, I unintentionally perpetuated the notion that EVERYONE (except you) had a web site.

Now the onus has shifted to Twitter. So many people tell me they don’t like Twitter, don’t understand it, and even think it’s stupid, but they know they need to get their company on there, because EVERYONE tweets except them.  You are not the exception, although in another year or two, you likely will be if Twitter sticks around. (Some people will disagree with that last statement and insist that you ARE way behind, and they’re entitled to their opinion; I just don’t agree with that yet.)

So figure it out. Dig into Twitter and start using it. Take a class. Do research. Ask other people how it works. I began using it simply because I didn’t understand it and wanted to know what it was all about and why it was becoming so popular. To my amazement, I became a big fan.

I offer the same advice for all the other innovations out there, way too numerous to name here. I started to list some but then realized it would be impossible to list everything and I’d likely leave some out – like the one that just launched yesterday that I haven’t heard about yet. Don’t forget about the industry-specific applications and groups either.

As you integrate Twitter, FaceBook, a blog, other applications and social media into your company’s communications, remember that integrate is the key word. Your communications vehicles, modes, programs, plans – whatever you call them – should all work together. Your publications, press releases, web site, blog, speeches, Twitter and FaceBook accounts, keywords, conventions, events, outreach, etc. should be publicizing a consistent message or messages. They should reflect your company’s philosophies and goals, and enhance your reputation. They should be integrated throughout the company programs, so every employee and every endeavor is aligned.

This is a really exciting time for those of us in the marketing/communications field. After all, effective communication is all about building relationships, and there are more ways to do that than ever before.


Public Speaking Part II: More Simple Tips for Success

October 22, 2011

I recently attended a public presentation that was sponsored by a Member of Congress. A facilitator welcomed everyone to the event and then introduced the young woman whom the Congressman had sent in his stead.

She walked to the podium and said something like: “Uh, hi everyone, um, I’m uh Jane Smith, and uh the Congressman, that is Congressman Jones, well, uh, he couldn’t be here tonight, but this is important, but he couldn’t be here, so, um…..(long pause)… anyway, he wants to welcome everyone, so welcome, and uh, this is, well, he thinks it’s important because, well, uh…..

You get the idea. I was literally cringing as I sat in the audience. Yet she had boldly strode up to that podium with all the confidence imaginable. Her mistake? I would guess it was lack of preparation. That is the number one mistake most people make.

Maybe you’ve done this yourself. You think, “oh, it’s only 5 or 10 minutes, I’ll just wing it.” Or, “I know this so well, I don’t need to prepare.”

It was clear to me that Jane Smith hadn’t even thought through what she was going to say. Imagine how different her remarks might have been if she had even thought “I’ll say that I represent the Congressman, I need to talk about why he thinks this is important, and then I need to welcome everyone.”

This illustrates a basic principle of public speaking. At the very least, you should organize your thoughts before you speak. Even if you don’t practice exactly what you’re going to say, you know that you need to talk about A, then B, then C – in that order.

If Jane had organized her thoughts, her speech might have sounded something like this: “Hi, I’m Jane Smith, and I represent Congressman Jones, who couldn’t be here tonight. This is an important issue to him because blah blah blah. On his behalf, I’d like to welcome you and thank you for attending tonight.

Not an um in sight.

For a longer presentation or speech, more extensive preparation is necessary. In my earlier blog post on public speaking, I addressed some of these points; I’ve expanded on them here.

      1. Organize your thoughts, as noted above. Think about what points you want to make, and the order in which to make them. Make an outline or talking points.
      2. Research your topic. For example, if you’re talking about your company, make sure you know all the latest initiatives and their status and goals. Gather more information than you think you’ll need.
      3. Write your speech. Revise and edit. Revise and edit again.
      4. Practice. This is by far the most important part of speech preparation, so I’ll say it again. Practice. Read your speech aloud to yourself or your staff. Tape record yourself talking or ask someone to videotape you. Rehearse the speech until you know all the main points by heart. Memorize the entire speech if that will make you more comfortable. Rehearse some more. And then some more after that.

One of the best speeches I ever gave was only 10 minutes long. I was welcoming everyone to a holiday luncheon and shopping bazaar. Of the 200 people in attendance, I probably knew 150. I was very comfortable with this group, and had run many events for them in the past. But for some reason, I decided to practice my short welcome speech. I went over it and over it. I tape recorded myself and watched myself speak in the mirror. I revised it and shortened it. And I practiced some more. When I stood up to speak, I knew the points I wanted to make, the order in which to make them, and I had memorized about 80 percent of the speech. More than 20 people complimented me on that speech. And it was “just” a short welcome speech.

The more public speaking you do, the more comfortable you will be, and the more you will improve. Although some personality types, such as certain extroverts, may be more comfortable in front of an audience than others, if you practice enough and give a lot of speeches, you will become better.

What’s the best compliment a speaker can receive? He/she is a natural! I suggest that most, if not all, of those people we consider to be natural public speakers have had years of practice. I’d like to think that people in the audience of that holiday bazaar I referred to earlier listened to my welcome speech and said, “she’s a natural.”

A few more tips:

      1. Wear comfortable clothes. Don that favorite suit or power tie or really classy shoes. When you feel that you look good, you will be more confident.
      2. If possible, scope out the area in which you’ll be speaking beforehand. Plan ahead if you’ll have a podium or be sitting at a table.
      3. Only use visual aids if they will ADD value to the presentation. How many presentations have you attended where the presenter literally reads the Power Point slides to the audience. Yawn. You don’t want your props to be a distraction. A compelling speaker doesn’t need visual aids.
      4. Pay attention to your body language. It’s best if you appear relaxed. See my earlier post on body language.
      5. Smile. Remember, you’re the star, even if it’s only for 5 or 10 minutes.
      6. Show your passion for the subject. A LinkedIn comment pointed this out on my last blog. My apologies to the woman who commented; I can’t find the post in LinkedIn. But, she’s right. Hopefully, you’re speaking about something in which you have a stake. Let your enthusiasm and passion come through.

What Does Your Body Language Say?

July 25, 2011

If you stand or sit with your arms crossed, you’re closed off to what’s being said, right? If someone looks down or off to the side while they’re talking to you, they’re lying, right? Not necessarily, according to Janine Driver, an expert on body language.

I saw Driver speak a few months ago. She’s worked for the federal government, authored books on this subject, and teaches classes and speaks. I’ve also seen her on the Today show a couple times.

According to Driver, many of the old body language myths just aren’t true. She says you have to start with a baseline, and go from there. This works better with people you’ve know for awhile. For example, I’m often accused of being closed off when I cross my arms.  But my friends will tell you that I’m just comfortable standing leaned against a doorway with my arms crossed and my ankles crossed. That means I’m relaxed. An open stance with my legs apart and my arms down by my sides means I’m ready to argue.

If someone never looks you in the eye when they speak, but all of a sudden maintains direct eye contact, this could indicate they’re lying, due to the change. Get it?

The bottom line is to be aware of the body language habits of those with whom you interact. A change in their body language should alert you that something’s not right. Have you ever had that feeling that something is just off? And you don’t know why, because the person is saying all the right things? You just have a bad feeling. Their body language could be sending you signals of which you’re not even aware.

As for your own body language, Driver offered some tips for successful meetings and interactions:

*People like others who they perceive to be like themselves. So, mirror the other person’s behavior a bit. It will make you more likeable.

*Keep your feet flat on the ground during a meeting. Do not cross your legs or ankles. This isn’t because of the old “closed off” idea. Rather, it’s because you will have to uncross or recross them at some point, which will make you look nervous.

*When listening, tilt your head left to look more intelligent; tilt your head right to look more attractive.

*Standing with hands in your pockets can portray confidence, but only if you keep your thumbs out.

*If you’re sitting at a table, and you steeple your fingers, this can exude power and confidence. However, you have to be careful with this, because fingers in a “gun steeple” can indicate aggressive behavior.


*When talking one on one, do not sit directly across from the person. You’ll both be more comfortable if one of you is off to the side, because you won’t feel like you’re staring directly at each other when you talk.

Lastly, Driver says your intent affects your body language. For example, when you’re nervous, you can make others around you nervous by your body language. On the other hand, if you’re grateful, you’ll likely find the other person more open to what you have to say, because your body language will illustrate this.

Fascinating stuff. For me, I have to be aware of crossing my arms and legs, because I know it gives the wrong impression. What body language do you use that people are misinterpreting? If you really want to know, ask your friends and family. You may be surprised what they say.

What about politicians and elected officials? What about others in the news? Are they being honest? Check out Driver’s blog at www.JanineDriver.com. She does some analyses of people in the news – and gives her insights as to whether they’re lying or being deceptive.

I’d love to hear your body language tips, too. Just post them as comments on the blog. (note: if you post in a linkedin group, your comments will not show up or be retained on the actual blog site)


%d bloggers like this: