By Jim Hingst
Selling was so much
easier when I first hit the streets nearly forty-five years ago. At my first
sales job, I didn’t even need to do any prospecting. Telemarketers unearthed
all of the leads. In most cases, they even made the appointment for me. My task was to make the presentation and
close the sale.
easier when I first hit the streets nearly forty-five years ago. At my first
sales job, I didn’t even need to do any prospecting. Telemarketers unearthed
all of the leads. In most cases, they even made the appointment for me. My task was to make the presentation and
close the sale.
At later sales jobs,
I did my own phone prospecting. Direct mail also helped me developed leads. I
even learned a few surefire tricks for talking my way past a receptionist. I
got pretty good at using these different sales tools and techniques.
I did my own phone prospecting. Direct mail also helped me developed leads. I
even learned a few surefire tricks for talking my way past a receptionist. I
got pretty good at using these different sales tools and techniques.
Since then, times
have changed. I blame it on technology. With voicemail, few people answer calls
anymore – me included. Most direct mail goes in the garbage. I can’t even charm
the receptionist to find out who to talk to because many businesses don’t have
receptionists or secretaries. And at some companies, the doors are locked.
have changed. I blame it on technology. With voicemail, few people answer calls
anymore – me included. Most direct mail goes in the garbage. I can’t even charm
the receptionist to find out who to talk to because many businesses don’t have
receptionists or secretaries. And at some companies, the doors are locked.
A shoe shine and a
smile doesn’t cut it anymore in B2B selling anymore. The internet changed the
way prospects buy. In most cases, buyers research products online and have made
their buying decision long before speaking to a sales person. That means that
if you want to succeed at selling in the 21st century, you need to include
social media as part of your marketing strategy. While social media may not be
most important part of your marketing strategy, it can play a significant role
in complementing your other efforts and delivering your message.
smile doesn’t cut it anymore in B2B selling anymore. The internet changed the
way prospects buy. In most cases, buyers research products online and have made
their buying decision long before speaking to a sales person. That means that
if you want to succeed at selling in the 21st century, you need to include
social media as part of your marketing strategy. While social media may not be
most important part of your marketing strategy, it can play a significant role
in complementing your other efforts and delivering your message.
So what should that
message be? The challenge for most companies is that their products and services
are viewed as commodities. Buyers believe that what one sign company can
provide is not that much different from what another can provide. Your
challenge is to change that prejudice. The only way that you can alter that
mindset and differentiate your products and services is to provide added value
in the way of useful information. I would contrast this with old school, chest-pounding
marketing extolling the features, benefits and advantages of products.
message be? The challenge for most companies is that their products and services
are viewed as commodities. Buyers believe that what one sign company can
provide is not that much different from what another can provide. Your
challenge is to change that prejudice. The only way that you can alter that
mindset and differentiate your products and services is to provide added value
in the way of useful information. I would contrast this with old school, chest-pounding
marketing extolling the features, benefits and advantages of products.
Your goal is to
establish yourself as the authority or expert in your field by providing this
valuable information online. Building an
online presence is akin to building your personal brand. It not only sets you
apart from other sales people, but it increases your value to your employer.
The goal of this story is to provide you with a social media blueprint to build
your company’s brand, get more followers and engagement and ultimately grow
your sales.
establish yourself as the authority or expert in your field by providing this
valuable information online. Building an
online presence is akin to building your personal brand. It not only sets you
apart from other sales people, but it increases your value to your employer.
The goal of this story is to provide you with a social media blueprint to build
your company’s brand, get more followers and engagement and ultimately grow
your sales.
What Social Media Can and Cannot Do
For You
More than 95% of consumers
and business people go online to search for information about products and
services. A high percentage of these searches ultimately result in purchases.
That’s good news if you have an active online presence – not so much if you
visibility is limited.
and business people go online to search for information about products and
services. A high percentage of these searches ultimately result in purchases.
That’s good news if you have an active online presence – not so much if you
visibility is limited.
Social media
platforms, such as LinkedIn, Facebook, Twitter, Instagram and Pinterest, can
play an important role in your marketing plan. In fact, it can contribute to
your sales and profit goals. Make no mistake about it, though, social media
will not build a personal relationship for you. And it will not make the sale
for you in a business in which you are making a custom product, such as a sign,
environmental graphics or a vehicle wrap.
platforms, such as LinkedIn, Facebook, Twitter, Instagram and Pinterest, can
play an important role in your marketing plan. In fact, it can contribute to
your sales and profit goals. Make no mistake about it, though, social media
will not build a personal relationship for you. And it will not make the sale
for you in a business in which you are making a custom product, such as a sign,
environmental graphics or a vehicle wrap.
On the other hand,
here is what social media can do for you:
here is what social media can do for you:
● Attract attention
to your company.
to your company.
● Drive traffic to
your website and your blog.
your website and your blog.
● Strengthen your
company’s branding.
company’s branding.
● Stimulate interest
in your products and services.
in your products and services.
● Reinforce your
messaging across a range of channels.
messaging across a range of channels.
● Position you and
your company an authority in your field.
your company an authority in your field.
The primary purpose
of any of these marketing tools, whether it is social media, email marketing,
website or any of the other traditional forms of advertising and marketing, is
to get you face-to-face, belly-to-belly with the prospect. Only then can you
begin to understand his or her needs and problems, and start to develop a true
relationship between one human being and another.
of any of these marketing tools, whether it is social media, email marketing,
website or any of the other traditional forms of advertising and marketing, is
to get you face-to-face, belly-to-belly with the prospect. Only then can you
begin to understand his or her needs and problems, and start to develop a true
relationship between one human being and another.
The very nature of a
job shop business such as a sign shop or digital printer requires an intimate
understanding of the customer’s business objectives so you can craft a unique graphics
solution that solves his or her problems. Your ability to provide value to your
customers will determine the degree to which your business is successful.
job shop business such as a sign shop or digital printer requires an intimate
understanding of the customer’s business objectives so you can craft a unique graphics
solution that solves his or her problems. Your ability to provide value to your
customers will determine the degree to which your business is successful.
What Are Your Social Media Goals?
I am all for charging
head first into a project. That approach prevents procrastination. Your
enthusiasm, however, should be tempered with some soul searching. You need to
answer the big “why” of social media before you do anything else.
head first into a project. That approach prevents procrastination. Your
enthusiasm, however, should be tempered with some soul searching. You need to
answer the big “why” of social media before you do anything else.
I get it. Social
media is the cool thing to do. But it is also an activity that can easily
divert your time and energy from other, more productive business activities. On the other hand, used properly social media
channels allow you to reach your target markets for minimal cost. What’s
important is that your goals for each of these platforms are specific,
measurable and relevant.
media is the cool thing to do. But it is also an activity that can easily
divert your time and energy from other, more productive business activities. On the other hand, used properly social media
channels allow you to reach your target markets for minimal cost. What’s
important is that your goals for each of these platforms are specific,
measurable and relevant.
Your presence on
different social media channels should be just one piece in your sales and
marketing plan. Social media is not a be all and end all to generating sales
and profit. What you must determine is how your social media activities align
with your other sales and marketing objectives. With each activity that you
initiate, you should ask yourself how it will help you achieve your marketing
goals.
different social media channels should be just one piece in your sales and
marketing plan. Social media is not a be all and end all to generating sales
and profit. What you must determine is how your social media activities align
with your other sales and marketing objectives. With each activity that you
initiate, you should ask yourself how it will help you achieve your marketing
goals.
As part of your
overall marketing strategy, social media can play a powerful role in your
marketing plan is by strengthening your branding and driving traffic to your
website or blog. Greater online visibility will contribute to higher retention
of existing customers, and will generate new opportunities that get you face to
face with prospects resulting in profitable sales.
overall marketing strategy, social media can play a powerful role in your
marketing plan is by strengthening your branding and driving traffic to your
website or blog. Greater online visibility will contribute to higher retention
of existing customers, and will generate new opportunities that get you face to
face with prospects resulting in profitable sales.
“Social media is an
important component of our marketing plan in promoting our new Lumina brand,”
say George Marsh, VP of Marketing for FDC Graphic Films, Inc. in South Bend,
Indiana. “By using different platforms such as Facebook and Twitter, we can
efficiently and cost-effectively broadcast our message when we introduce new
products or rebadge current products under the new brand.”
important component of our marketing plan in promoting our new Lumina brand,”
say George Marsh, VP of Marketing for FDC Graphic Films, Inc. in South Bend,
Indiana. “By using different platforms such as Facebook and Twitter, we can
efficiently and cost-effectively broadcast our message when we introduce new
products or rebadge current products under the new brand.”
“While we sell
strictly to distributors,” Marsh says, “our social media efforts are primarily
directed at the sign shops and printers that they serve. Our goal is to create
a grass roots demand for our products which we can pull through our distribution
partners.” Marsh explains that the FDC social media strategy is one part of the
company’s overall marketing plan, which complements their increased
participation at tradeshows along with more traditional advertising and sales
promotion. It also dovetails with their
support of their distributors, which includes product training, participation
at open houses and end user calls.
strictly to distributors,” Marsh says, “our social media efforts are primarily
directed at the sign shops and printers that they serve. Our goal is to create
a grass roots demand for our products which we can pull through our distribution
partners.” Marsh explains that the FDC social media strategy is one part of the
company’s overall marketing plan, which complements their increased
participation at tradeshows along with more traditional advertising and sales
promotion. It also dovetails with their
support of their distributors, which includes product training, participation
at open houses and end user calls.
Once you have decided
upon your marketing objectives and messaging, make sure that your employees are
aware of the company’s sales and marketing strategy and the role that social
media plays in it. The larger your organization becomes, the more important it
is that everyone understands the company’s objectives and works together to
achieve a common goal.
upon your marketing objectives and messaging, make sure that your employees are
aware of the company’s sales and marketing strategy and the role that social
media plays in it. The larger your organization becomes, the more important it
is that everyone understands the company’s objectives and works together to
achieve a common goal.
The secret to developing
a successful social media marketing strategy is to adhere to a three step
procedure:
a successful social media marketing strategy is to adhere to a three step
procedure:
Step one: Take the time to carefully develop a plan.
This plan should include a schedule for posting and assign activity
responsibilities.
This plan should include a schedule for posting and assign activity
responsibilities.
Step two: Faithfully execute that plan. As you are
putting your plan in action, you should track your activity on each social
media channel as well as record the responses that you generate.
putting your plan in action, you should track your activity on each social
media channel as well as record the responses that you generate.
Step three: Regularly evaluate your results and adjust
the plan accordingly. In your evaluation, you need to compile the social media
analytics; establish what went right; determine what went wrong and why; and finally,
conclude how you should revise your plan so you can improve your results. In
analyzing the effectiveness of your social media efforts, you may also want to
solicit any input from your outside sales people and other employees that
interact with your customers. This third step is the most important part of the
process, because evaluation is where learning and improvement occurs.
the plan accordingly. In your evaluation, you need to compile the social media
analytics; establish what went right; determine what went wrong and why; and finally,
conclude how you should revise your plan so you can improve your results. In
analyzing the effectiveness of your social media efforts, you may also want to
solicit any input from your outside sales people and other employees that
interact with your customers. This third step is the most important part of the
process, because evaluation is where learning and improvement occurs.
Don’t Send Mixed Signals:
Maintaining
a Consistent Image
Each social media
platform uses a different layout. As best you can, you should strive to project
a consistent company image across all of your social media platforms. Use the same user name so it is easy for
customers and prospects to find you online. You should also use the same
profile photo, header photo, bio and corporate imagery. What’s more, you should
deliver a consistent message in both tone and content.
platform uses a different layout. As best you can, you should strive to project
a consistent company image across all of your social media platforms. Use the same user name so it is easy for
customers and prospects to find you online. You should also use the same
profile photo, header photo, bio and corporate imagery. What’s more, you should
deliver a consistent message in both tone and content.
Brand consistency is
important because you want to project a unique identity that will attract
attention and leave your site visitor with a favorable and memorable visual
impression. To achieve a stunning visual identity across all of your social
media platforms, you should use similar colors, fonts, layouts and imagery.
These graphical elements should also be visually consistent with your website,
blog, email communication and traditional print media.
important because you want to project a unique identity that will attract
attention and leave your site visitor with a favorable and memorable visual
impression. To achieve a stunning visual identity across all of your social
media platforms, you should use similar colors, fonts, layouts and imagery.
These graphical elements should also be visually consistent with your website,
blog, email communication and traditional print media.
Which Social Media Platforms Should
You Use?
Deciding which social
media channel is best for your business will depend on which channels your
customers use. The best way to discover that is to ask them. You should also
monitor the social media channels that your competitors are using. Of course,
no one has time to be on every social media channel. For that reason, you
should limit yourself to those that you can do well.
media channel is best for your business will depend on which channels your
customers use. The best way to discover that is to ask them. You should also
monitor the social media channels that your competitors are using. Of course,
no one has time to be on every social media channel. For that reason, you
should limit yourself to those that you can do well.
For a small shop, you
may consider enlisting the support of your employees. Chances are that most of
them will have something to contribute and will relish the opportunity to
express themselves. By recognizing their input you help build their self-esteem
and confidence. What’s more, their engagement in your social media venture may
transform into a team building activity.
may consider enlisting the support of your employees. Chances are that most of
them will have something to contribute and will relish the opportunity to
express themselves. By recognizing their input you help build their self-esteem
and confidence. What’s more, their engagement in your social media venture may
transform into a team building activity.
Social Media Rules for Businesses
Engaging your
employees in the social media process does not mean that you should abdicate
control of the messaging. If you assign your company’s messaging to an
employee, you still should provide direction regarding business objectives, as
well as what is and is not appropriate. Here are some rules to help you
maintain control of your messaging:
employees in the social media process does not mean that you should abdicate
control of the messaging. If you assign your company’s messaging to an
employee, you still should provide direction regarding business objectives, as
well as what is and is not appropriate. Here are some rules to help you
maintain control of your messaging:
● Never cross the
line between personal use of social media and professional use for your
business. We all have opinions regarding politics, religion and our society. If
you don’t keep your opinions to yourself, you will likely alienate a segment of
your audience.
line between personal use of social media and professional use for your
business. We all have opinions regarding politics, religion and our society. If
you don’t keep your opinions to yourself, you will likely alienate a segment of
your audience.
● Never lie in a post
or post claims that are misleading or inaccurate. When you get caught in a lie,
and you will get caught, you only damage your reputation and your company’s
brand.
or post claims that are misleading or inaccurate. When you get caught in a lie,
and you will get caught, you only damage your reputation and your company’s
brand.
● Never spam your
followers with messages, which are strictly sales promotional. Your audience is
looking for content that provides value in the form of useful information.
Merely posting advertising is at best annoying.
followers with messages, which are strictly sales promotional. Your audience is
looking for content that provides value in the form of useful information.
Merely posting advertising is at best annoying.
● Never ignore the
comments or messages of your followers. In business, whole purpose of social
media is to develop a dialog that builds relationships and leads to sales. When
you ignore a response, you let an opportunity slip between the cracks.
comments or messages of your followers. In business, whole purpose of social
media is to develop a dialog that builds relationships and leads to sales. When
you ignore a response, you let an opportunity slip between the cracks.
● Never post derogatory
messages about a competitor or someone in the industry. Whenever you start an
online fight, your reputation might end up bloodied. What’s more, you often
with look like a bully, or the other party may post something damaging about
you.
messages about a competitor or someone in the industry. Whenever you start an
online fight, your reputation might end up bloodied. What’s more, you often
with look like a bully, or the other party may post something damaging about
you.
● Never use vulgar,
inappropriate or potentially insensitive language in a post. “How you craft
your wording requires thought and extreme care,” says Earl Mich Company VP Greg
McKay. “Many people today are very sensitive and may misconstrue your
messaging.”
inappropriate or potentially insensitive language in a post. “How you craft
your wording requires thought and extreme care,” says Earl Mich Company VP Greg
McKay. “Many people today are very sensitive and may misconstrue your
messaging.”
● Never post a photo
which does not belong to you. What can I say other than “Thou shalt not steal.”
which does not belong to you. What can I say other than “Thou shalt not steal.”
Social Media Rules for Employees
● Never complain on
your personal social media platforms about your company or anyone in your
company. It should be obvious that this is not a good career move.
your personal social media platforms about your company or anyone in your
company. It should be obvious that this is not a good career move.
● Never post material
of a sexual nature or racial slurs. This is just socially inappropriate
behavior.
of a sexual nature or racial slurs. This is just socially inappropriate
behavior.
● Never post an
embarrassing photo or a doctored photo of a fellow employee, no matter how
funny you may think it might be.
embarrassing photo or a doctored photo of a fellow employee, no matter how
funny you may think it might be.
● Never post a
threatening message online.
threatening message online.
The Role of Your Website and Blog
In your sales and
marketing strategy, your website or blog should serve as the nucleus for the
social media platforms. The objective is that the different channels will
attract potential customers to your website or blog, providing you with the
opportunities to present your services that result in prospects calling you and
ultimately buying your products.
marketing strategy, your website or blog should serve as the nucleus for the
social media platforms. The objective is that the different channels will
attract potential customers to your website or blog, providing you with the
opportunities to present your services that result in prospects calling you and
ultimately buying your products.
If you don’t have a
blog, you should start one. Posting articles will go a long way in helping you
in establishing your reputation as an industry authority. This is important
because prospects only want to buy from sources that they trust.
blog, you should start one. Posting articles will go a long way in helping you
in establishing your reputation as an industry authority. This is important
because prospects only want to buy from sources that they trust.
The goal of your blog
should be is attract traffic by providing the visitor with value in the form of
content that they can use. This should be relevant information that answers
questions or solves problems for your target market. That way, when the potential
buyer is actually looking for commercial graphics, they will call you as a
potential supplier and problem solver.
should be is attract traffic by providing the visitor with value in the form of
content that they can use. This should be relevant information that answers
questions or solves problems for your target market. That way, when the potential
buyer is actually looking for commercial graphics, they will call you as a
potential supplier and problem solver.
How you present your
content is also important. Your stories not only should be relevant and
interesting, but the words that you select to use matter. Here’s why. The
search engines continually scan your content for the keywords that readers use
in searches. In writing your posts, you should use keywords repeatedly in your
content that rank high with the search engines. (The way to discover which
keyword combinations work best is use a keyword research tool, such as Google
Adwords.)
content is also important. Your stories not only should be relevant and
interesting, but the words that you select to use matter. Here’s why. The
search engines continually scan your content for the keywords that readers use
in searches. In writing your posts, you should use keywords repeatedly in your
content that rank high with the search engines. (The way to discover which
keyword combinations work best is use a keyword research tool, such as Google
Adwords.)
As important as the
written word is in constructing your blog post, your visuals are just as
important, especially since sign makers and digital printers are in the visual
communication business. Good photography of your projects as well as graphs and
videos support the written content and make blogs much more interesting and
unique.
written word is in constructing your blog post, your visuals are just as
important, especially since sign makers and digital printers are in the visual
communication business. Good photography of your projects as well as graphs and
videos support the written content and make blogs much more interesting and
unique.
9 Tips for Writing More Effective Blog
Posts
In writing a blog
post, here are 9 tips which can make your stories more interesting and will
help build site traffic:
post, here are 9 tips which can make your stories more interesting and will
help build site traffic:
1. Limit your blog
posts to a single unique and interesting topic. For example, “5 Surprising Facts About Vehicle Wraps”.
Your posts don’t need to be long. In
fact, it is better that you limit their length to 500 to 1000 words. Better
yet, give the readers just enough information, leaving them wanting to know
more so that they will contact you. This is similar to the cliff hanger
technique that television writers use at the end of a program so the viewer
tunes in for the next episode.
posts to a single unique and interesting topic. For example, “5 Surprising Facts About Vehicle Wraps”.
Your posts don’t need to be long. In
fact, it is better that you limit their length to 500 to 1000 words. Better
yet, give the readers just enough information, leaving them wanting to know
more so that they will contact you. This is similar to the cliff hanger
technique that television writers use at the end of a program so the viewer
tunes in for the next episode.
2. Four out of five
people never read past most headlines. That’s why it is so important that you
make your headlines enticing, so they arouse the reader’s curiosity and he
wants to read on. The headline ideally should be no longer than 6 words and limited
to fewer than 60 characters. Example: “7
Fundamental Rules When Buying Signage”.
people never read past most headlines. That’s why it is so important that you
make your headlines enticing, so they arouse the reader’s curiosity and he
wants to read on. The headline ideally should be no longer than 6 words and limited
to fewer than 60 characters. Example: “7
Fundamental Rules When Buying Signage”.
3. Before you post a story, check it for any
grammatical or spelling errors. Then have your spouse or a friend proofread it.
A well-written article will help project a professional image.
grammatical or spelling errors. Then have your spouse or a friend proofread it.
A well-written article will help project a professional image.
4. I am sure that you
have heard of the KISS (Keep It Simple, Stupid) rule. This rule
applies to writing. Avoid industry jargon. Tell your story as if you were
explaining the topic to your mother.
Keep your sentences short and sweet. And keep the tone of your writing
conversational.
have heard of the KISS (Keep It Simple, Stupid) rule. This rule
applies to writing. Avoid industry jargon. Tell your story as if you were
explaining the topic to your mother.
Keep your sentences short and sweet. And keep the tone of your writing
conversational.
5. If you make a
claim in your blog post or on your website or even in a brochure, back that
claim with evidence. You can produce evidence in a number of different forms.
It can be in the form of statistics from a study. Or you can use a testimonial
from a satisfied customer as well as before and after photography of the
project.
claim in your blog post or on your website or even in a brochure, back that
claim with evidence. You can produce evidence in a number of different forms.
It can be in the form of statistics from a study. Or you can use a testimonial
from a satisfied customer as well as before and after photography of the
project.
6. An effective
format for writing a blog post is to present a problem that your target market
might be facing or can relate to and then solve it. In a way, that’s really how
you should present your business. The customer really doesn’t care about you or
your machinery or the cool things that you can make with these machines;
instead, they care about solutions to their problems.
format for writing a blog post is to present a problem that your target market
might be facing or can relate to and then solve it. In a way, that’s really how
you should present your business. The customer really doesn’t care about you or
your machinery or the cool things that you can make with these machines;
instead, they care about solutions to their problems.
7. Never forget that
the goal of your blog is to generate sales leads. At the end of the blog, make
sure that you include a call for action. What does that mean? If you are
writing a story about “Floor Graphics
that Accelerate Sales Traffic”, tell the reader that if they want to know
more about effective graphics programs, to call you today.
the goal of your blog is to generate sales leads. At the end of the blog, make
sure that you include a call for action. What does that mean? If you are
writing a story about “Floor Graphics
that Accelerate Sales Traffic”, tell the reader that if they want to know
more about effective graphics programs, to call you today.
8. Continually
developing interesting and informative content is demanding. When you don’t
have time to create something entirely new, there is nothing wrong with
recycling a past blog post rewritten from a different angle.
developing interesting and informative content is demanding. When you don’t
have time to create something entirely new, there is nothing wrong with
recycling a past blog post rewritten from a different angle.
9. Once you create
content for your blog, try adapting it to another platform such as YouTube.
Repurposing the content on a number of platforms ensures that your message gets
through to your target audience.
content for your blog, try adapting it to another platform such as YouTube.
Repurposing the content on a number of platforms ensures that your message gets
through to your target audience.
Guaranteed Ways to Promote Your Blog
and Website
Social media is a
great way to promote your blog and website. After you start posting stories,
your next task is to drive traffic to your blog. Here are 4 effective ways to
promote your blog:
great way to promote your blog and website. After you start posting stories,
your next task is to drive traffic to your blog. Here are 4 effective ways to
promote your blog:
● Promote your blog
posts as well as your website in an e-mail marketing newsletter. E-mail
marketing is also regarded by many as the most effective ways today to generate
sales leads. Services such as Constant Contact are very cost effective in
delivering your message.
posts as well as your website in an e-mail marketing newsletter. E-mail
marketing is also regarded by many as the most effective ways today to generate
sales leads. Services such as Constant Contact are very cost effective in
delivering your message.
● Use Twitter to link
to your blog articles.
to your blog articles.
● Link your LinkedIn
account to your blog as well as to your website and post articles with teaser
copy that links to your blog.
account to your blog as well as to your website and post articles with teaser
copy that links to your blog.
● Post links to your
blog articles on your Facebook page and on Pinterest.
blog articles on your Facebook page and on Pinterest.
If you just think
that LinkedIn is just for people to post their resume or to find a new job, you
are wrong. In fact, whether you are new employee or a seasoned top company
executive, about 20% of the people on LinkedIn use it to network with others in
their industry. About 15% of middle and upper level managers are also use the
channel to promote the business.
that LinkedIn is just for people to post their resume or to find a new job, you
are wrong. In fact, whether you are new employee or a seasoned top company
executive, about 20% of the people on LinkedIn use it to network with others in
their industry. About 15% of middle and upper level managers are also use the
channel to promote the business.
Today many business
people argue that LinkedIn is the most important social media channel for B2B
marketing because most visitors are looking for content, making and maintaining
business connections as well as doing research on competitors and prospects. Because two-thirds of those on this channel
are college graduates with half of those earning more than $100,000 per year, the
quality of the leads that LinkedIn generates is much higher than those from
other channels. What’s more, if you are
a prospective supplier, companies are most likely looking at your profile,
checking on your credentials.
people argue that LinkedIn is the most important social media channel for B2B
marketing because most visitors are looking for content, making and maintaining
business connections as well as doing research on competitors and prospects. Because two-thirds of those on this channel
are college graduates with half of those earning more than $100,000 per year, the
quality of the leads that LinkedIn generates is much higher than those from
other channels. What’s more, if you are
a prospective supplier, companies are most likely looking at your profile,
checking on your credentials.
Because and your
company are on display on LinkedIn, you should use your business profile to
describe what you do and, more importantly, what makes your company different
from others in your field. Above all, focus on benefits and the value that you
deliver to your clients.
company are on display on LinkedIn, you should use your business profile to
describe what you do and, more importantly, what makes your company different
from others in your field. Above all, focus on benefits and the value that you
deliver to your clients.
In presenting your
qualifications, you might describe how your shop is uniquely qualified to solve
the problems for those in your target market. While your shop may produce a
wide range of graphics, zero in on what may be your specialty – your product
differential. For example, your company might be described as specialists in window
and wall graphics design, which transforms the corporate identity of retailers
and builds greater store traffic and sales.
qualifications, you might describe how your shop is uniquely qualified to solve
the problems for those in your target market. While your shop may produce a
wide range of graphics, zero in on what may be your specialty – your product
differential. For example, your company might be described as specialists in window
and wall graphics design, which transforms the corporate identity of retailers
and builds greater store traffic and sales.
In your profile, the
keywords matter. To ensure that you rank higher in search results, the headline
of your profile should be keyword rich. In other words, use keywords that your
prospects will likely use in searching for your services, such as vinyl
graphics, banners, car wraps, corporate identity, store signs, wall graphics
and window graphics.
keywords matter. To ensure that you rank higher in search results, the headline
of your profile should be keyword rich. In other words, use keywords that your
prospects will likely use in searching for your services, such as vinyl
graphics, banners, car wraps, corporate identity, store signs, wall graphics
and window graphics.
LinkedIn also
provides you a venue to share articles, which can link readers to your blog or
website. These articles are share with your connections in their news feeds. Posting
useful articles allows you to provide viewers with value so you can create
awareness. It also provides you with an opportunity to position your company as
an authority in the graphics market. By sharing relevant information to your
target market, you will grow an audience, which you can potentially connect
with.
provides you a venue to share articles, which can link readers to your blog or
website. These articles are share with your connections in their news feeds. Posting
useful articles allows you to provide viewers with value so you can create
awareness. It also provides you with an opportunity to position your company as
an authority in the graphics market. By sharing relevant information to your
target market, you will grow an audience, which you can potentially connect
with.
In building your
network within a market, you may want to proactively reach out to prospects
within a specific geography by tailoring a message explaining who you are and
what you do, and asking them if they would open to connecting with you. By growing the number of your 1st level
network connections, you will increase the probability that you or your
company’s profile will show up in a keyword search. This opens the door to
engaging with a prospect.
network within a market, you may want to proactively reach out to prospects
within a specific geography by tailoring a message explaining who you are and
what you do, and asking them if they would open to connecting with you. By growing the number of your 1st level
network connections, you will increase the probability that you or your
company’s profile will show up in a keyword search. This opens the door to
engaging with a prospect.
Does Facebook really
work for B2B marketing? What works in an urban market, may not be a good
strategy in a smaller community. But,
with more than 1.5 billion users Facebook is impossible to ignore. More than 70% of adult internet users are
using it and over two-thirds of these users log on to it at least once a day.
It’s not just to connect with friends and family, either. In fact, nearly
three-quarters of the adults claim to use it for business.
work for B2B marketing? What works in an urban market, may not be a good
strategy in a smaller community. But,
with more than 1.5 billion users Facebook is impossible to ignore. More than 70% of adult internet users are
using it and over two-thirds of these users log on to it at least once a day.
It’s not just to connect with friends and family, either. In fact, nearly
three-quarters of the adults claim to use it for business.
What’s can make
Facebook significant in a social media strategy is that 80% of the Facebook
posts link to other articles. That’s a good reason for you to post any
photograph of noteworthy projects or links to articles. By doing that, you can drive your Facebook
traffic to your website or blog, which can ultimately pay dividends as sales
leads.
Facebook significant in a social media strategy is that 80% of the Facebook
posts link to other articles. That’s a good reason for you to post any
photograph of noteworthy projects or links to articles. By doing that, you can drive your Facebook
traffic to your website or blog, which can ultimately pay dividends as sales
leads.
In developing a
Facebook page, most companies use their logo for their profile picture. For
your cover picture use a photograph which projects a positive company image and
can be easily associated with your business.
Facebook page, most companies use their logo for their profile picture. For
your cover picture use a photograph which projects a positive company image and
can be easily associated with your business.
When writing your
company profile, direct your message at your target market, highlighting the
benefits that you provide. Explain the relevant information about your
business, describing your range of products and services, and what
differentiates your business from your competitors. Make sure that your profile
provides the important contact information, including address, phone numbers,
email address and website.
company profile, direct your message at your target market, highlighting the
benefits that you provide. Explain the relevant information about your
business, describing your range of products and services, and what
differentiates your business from your competitors. Make sure that your profile
provides the important contact information, including address, phone numbers,
email address and website.
In publishing
Facebook posts, you can link to stories on your company blog and post pictures
of your work. While posting frequently is important, don’t inundate your
followers with too many postings. Many companies doing Facebook marketing
report that the best times for posting is in the afternoon during business
hours. When you receive a comment to a posting, regardless of whether it is
positive or negative, take the time to respond.
Facebook posts, you can link to stories on your company blog and post pictures
of your work. While posting frequently is important, don’t inundate your
followers with too many postings. Many companies doing Facebook marketing
report that the best times for posting is in the afternoon during business
hours. When you receive a comment to a posting, regardless of whether it is
positive or negative, take the time to respond.
Growing an audience
on Twitter requires consistent effort in terms of providing content on a regular
schedule and attracting followers that would be interested in your content. The
key is to tweet useful information so you don’t become an annoyance.
on Twitter requires consistent effort in terms of providing content on a regular
schedule and attracting followers that would be interested in your content. The
key is to tweet useful information so you don’t become an annoyance.
The strategy is to
first follow those in your target market. You might find people to follow by
searching the followers of industry associations, magazines and the followers
of your competitors or those following you.
first follow those in your target market. You might find people to follow by
searching the followers of industry associations, magazines and the followers
of your competitors or those following you.
Make sure that you
are using the right bait in your headline to lure your audience to reading the
article. Creating that alluring headline takes time and thought. But if you
don’t put the effort into writing your headline, you will not hook the reader.
are using the right bait in your headline to lure your audience to reading the
article. Creating that alluring headline takes time and thought. But if you
don’t put the effort into writing your headline, you will not hook the reader.
Here are a few
suggestions to increase engagement on Twitter:
suggestions to increase engagement on Twitter:
● In optimizing your
profile on Twitter, make sure to include your company logo, brand name,
location, a link to your website, and keywords in your description.
profile on Twitter, make sure to include your company logo, brand name,
location, a link to your website, and keywords in your description.
● Tweet on a
consistent schedule. Optimal hours are usually in the early afternoon. Generally, people are most active on Twitter between 8:00 in the morning and 8:00 in the evening. Don’t tweet too much. The rule of thumb is to tweet at least once a day, but not more than four times.
consistent schedule. Optimal hours are usually in the early afternoon. Generally, people are most active on Twitter between 8:00 in the morning and 8:00 in the evening. Don’t tweet too much. The rule of thumb is to tweet at least once a day, but not more than four times.
● Include keyword
hashtags to increase the odds that your tweets appear in searches. Hashtags are a type of metadata tag, which helps users more easily find topics using those hashtags. For example,
if you are tweeting about vehicle graphics, you might include the following
hashtags: #carwraps #vinylwrap and #truckwrap. While hashtags became popular with Twitter, they are now also used on other social media platforms, such as Instagram, Pinterest, Facebook and Google+.
hashtags to increase the odds that your tweets appear in searches. Hashtags are a type of metadata tag, which helps users more easily find topics using those hashtags. For example,
if you are tweeting about vehicle graphics, you might include the following
hashtags: #carwraps #vinylwrap and #truckwrap. While hashtags became popular with Twitter, they are now also used on other social media platforms, such as Instagram, Pinterest, Facebook and Google+.
● Include links in your tweets to your website
and your blog posts. To shorten long URLs, use Bitly (https://bitly.com/) or some other URL
shortener.
and your blog posts. To shorten long URLs, use Bitly (https://bitly.com/) or some other URL
shortener.
● Scripture says “ask
and ye shall receive”. That advice works on Twitter. Just ask “Please retweet”
or “Please RT”. You can also initiate engagement by liking, following or commenting on the content of others.
and ye shall receive”. That advice works on Twitter. Just ask “Please retweet”
or “Please RT”. You can also initiate engagement by liking, following or commenting on the content of others.
● Even though Twitter
has increased the length of tweets to 280 characters, keep your tweets short
and sweet, preferably 100 characters or fewer.
Before You Post a Tweet: How many times have you sent a Tweet only to regret it
later? Whether you have sent something inappropriate or realized that what you
sent doesn’t make sense, you can take a few precautions to avoid any problems
or embarrassment.
has increased the length of tweets to 280 characters, keep your tweets short
and sweet, preferably 100 characters or fewer.
Before You Post a Tweet: How many times have you sent a Tweet only to regret it
later? Whether you have sent something inappropriate or realized that what you
sent doesn’t make sense, you can take a few precautions to avoid any problems
or embarrassment.
Compose
your Twitter message using Word or some other word processing program. After
writing your message, spellcheck your copy. Then read the message over a couple
of times – preferably out loud. Better yet, have someone else read it. It never
hurts to get a second set of eyes to review your copy.
your Twitter message using Word or some other word processing program. After
writing your message, spellcheck your copy. Then read the message over a couple
of times – preferably out loud. Better yet, have someone else read it. It never
hurts to get a second set of eyes to review your copy.
Before
tweeting, double-check any of your factual claims. If you are providing a link
to your website or blog, make sure the link is not broken. After you post a
Tweet, immediately check it online to see that it looks the way you expect it
to look. If the published Tweet doesn’t look right, delete it. Make any
necessary corrections, then repost it.
tweeting, double-check any of your factual claims. If you are providing a link
to your website or blog, make sure the link is not broken. After you post a
Tweet, immediately check it online to see that it looks the way you expect it
to look. If the published Tweet doesn’t look right, delete it. Make any
necessary corrections, then repost it.
Use of Pictures on Twitter
We
all have heard that a picture is worth a thousand words. On Twitter, a picture
is worth much more. Use of a picture increases engagement. In other words, an
effective photograph will increase the number of clicks, likes and retweets
that a tweet receives. More importantly, it can increase your following. Here are some examples of pictures that have been included
with in tweets.
all have heard that a picture is worth a thousand words. On Twitter, a picture
is worth much more. Use of a picture increases engagement. In other words, an
effective photograph will increase the number of clicks, likes and retweets
that a tweet receives. More importantly, it can increase your following. Here are some examples of pictures that have been included
with in tweets.
The Hondurans, who painted a swastika on the US flag and are burning it, are in the #migrant #caravan demanding that we open our welcoming arms to them as they invade our country. #BuildTheWall #VoteRedToSaveAmerica
 |
|
Don’t be fooled by the so-called moderate #Democrats. When it’s time to vote, they vote lockstep with their leadership: #MaxineWaters, #NancyPelosi & @chuckschumer. It’s a vote for #Resisters, #OpenBorders, #MobViolence. Do you really want a return to the Obama era? #VoteRed
|
YouTube
One third of on-line
time is spent watching videos. What’s more, more than 70% of viewers, who watch
a company’s videos, visit their website. That’s what makes YouTube important as
a business marketing tool.
time is spent watching videos. What’s more, more than 70% of viewers, who watch
a company’s videos, visit their website. That’s what makes YouTube important as
a business marketing tool.
Like other social
media platforms YouTube helps broadcast your message to a much broader universe
of prospects. Instead of aiming at specific vertical markets, you expand the
reach of your marketing message to tangential markets. This allows you to touch
potential customers and market segments that may have never occurred to you.
media platforms YouTube helps broadcast your message to a much broader universe
of prospects. Instead of aiming at specific vertical markets, you expand the
reach of your marketing message to tangential markets. This allows you to touch
potential customers and market segments that may have never occurred to you.
As with any other
medium, you need to have a clear goal in mind. Determine what type of response
you are attempting to elicit from your audience. Are you trying to drive
traffic to your website? Build your email list? Or generate phone call
inquires?
medium, you need to have a clear goal in mind. Determine what type of response
you are attempting to elicit from your audience. Are you trying to drive
traffic to your website? Build your email list? Or generate phone call
inquires?
To be effective each
video should be easy to understand and no longer than two to three minutes.
More importantly, YouTube videos should provide unique and relevant content.
video should be easy to understand and no longer than two to three minutes.
More importantly, YouTube videos should provide unique and relevant content.
As with blogging, the
key to building an audience is consistently producing informative content and
publishing it on a regular schedule. In fact, the frequency of your YouTube
broadcasts is much more important than producing slick videos. Before a
prospect responds to your call to action, that person must be regularly exposed
to your message multiple times. By delivering your message on a regular basis
you are conditioning the viewer to notice and remember you and your company. By
increasing the number of touches that you engage with the prospect, you improve
your response rate.
key to building an audience is consistently producing informative content and
publishing it on a regular schedule. In fact, the frequency of your YouTube
broadcasts is much more important than producing slick videos. Before a
prospect responds to your call to action, that person must be regularly exposed
to your message multiple times. By delivering your message on a regular basis
you are conditioning the viewer to notice and remember you and your company. By
increasing the number of touches that you engage with the prospect, you improve
your response rate.
You may have heard
the saying that if you want to get a lot, you have to give a lot. The same
holds true in growing an audience. Viewers will be attracted to your channel if
you deliver value in the form of news you can use. As important as providing
practical information, you must be unique in the sense that you deliver a
message that they will not get anywhere else. As a time-saving suggestion,
consider repurposing the content from your blog posts as video spots.
the saying that if you want to get a lot, you have to give a lot. The same
holds true in growing an audience. Viewers will be attracted to your channel if
you deliver value in the form of news you can use. As important as providing
practical information, you must be unique in the sense that you deliver a
message that they will not get anywhere else. As a time-saving suggestion,
consider repurposing the content from your blog posts as video spots.
As part of your
strategy to increase viewership, consider developing a series of interconnected
videos on a similar topic. For example, you could develop a series of case
studies featuring customers who used their graphics programs to reinvigorate
their company image, grow store traffic, increase sales leads, improve employee
attitudes or improve driver safety. At the ending of each video, your call to
action should recommend that the viewer see the next video in your series as
well as to visit your website.
strategy to increase viewership, consider developing a series of interconnected
videos on a similar topic. For example, you could develop a series of case
studies featuring customers who used their graphics programs to reinvigorate
their company image, grow store traffic, increase sales leads, improve employee
attitudes or improve driver safety. At the ending of each video, your call to
action should recommend that the viewer see the next video in your series as
well as to visit your website.
You can certainly
produce your own videos. However, if you can afford it, you might consider
hiring a videographer. To save time and filming cost, you should plan your
video sessions thoroughly. Key to this process is to create a storyboard and
script, rather than just winging it, which can waste a tremendous amount of
time.
produce your own videos. However, if you can afford it, you might consider
hiring a videographer. To save time and filming cost, you should plan your
video sessions thoroughly. Key to this process is to create a storyboard and
script, rather than just winging it, which can waste a tremendous amount of
time.
Once you have created
your video, you need to promote it on your other social media platforms, as
well as embedding the video in your blog and on your website. You should also
promote your videos with links in emails and in newsletters. You can also
promote your YouTube channel in your printed promotional material.
your video, you need to promote it on your other social media platforms, as
well as embedding the video in your blog and on your website. You should also
promote your videos with links in emails and in newsletters. You can also
promote your YouTube channel in your printed promotional material.
Pinterest is not just
for your wife or teenage daughter, although at least 60+% of its users are
female. If you are not familiar with this social media channel, Pinterest is a
virtual bulletin board for ideas. It is a great place to find inspiration and
you will find a variety of boards devoted to topics such as vehicle wraps, wall
graphics, environmental graphics or pinstriping.
for your wife or teenage daughter, although at least 60+% of its users are
female. If you are not familiar with this social media channel, Pinterest is a
virtual bulletin board for ideas. It is a great place to find inspiration and
you will find a variety of boards devoted to topics such as vehicle wraps, wall
graphics, environmental graphics or pinstriping.
Pinterest is an image
based platform, which, to my way of thinking, is ideal for the sign, screen
print and digital printing industries. While the majority of the Pinterest
users are female, 60% of my visitors are male. Many marketing professionals
argue that, while Pinterest does not
have the volume of daily users that Facebook has, it is just as effective in
driving traffic to websites and blogs.
based platform, which, to my way of thinking, is ideal for the sign, screen
print and digital printing industries. While the majority of the Pinterest
users are female, 60% of my visitors are male. Many marketing professionals
argue that, while Pinterest does not
have the volume of daily users that Facebook has, it is just as effective in
driving traffic to websites and blogs.
 |
| Longer vertical layouts are more effective than horizontal formats. |
“Most business people
underestimate the value that Pinterest can provide to their company,” says Earl
Mich’s Greg McKay. “For the graphics market it’s a better fit than Facebook,
because it allows the user to search for specific topics of interest and it
provides those results in an image based format. Compared to Instagram, the
pins that you save, easily link to specific webpages or blog articles.”
underestimate the value that Pinterest can provide to their company,” says Earl
Mich’s Greg McKay. “For the graphics market it’s a better fit than Facebook,
because it allows the user to search for specific topics of interest and it
provides those results in an image based format. Compared to Instagram, the
pins that you save, easily link to specific webpages or blog articles.”
Because it is one of
the fastest growing social media channels, Pinterest can funnel traffic to
either your website or your blog. In fact, Pinterest can be more effective in
generating traffic than LinkedIn and Facebook, if you follow a few basic steps:
● Create at least 8
boards that would interest your target markets. Examples: Vehicle Wraps; Wall
Graphics ; Retail Storefront Design; Store Signage; Tradeshow Booth Design;
Window Graphics;
boards that would interest your target markets. Examples: Vehicle Wraps; Wall
Graphics ; Retail Storefront Design; Store Signage; Tradeshow Booth Design;
Window Graphics;
● Search Pinterest to
find people or boards related to your boards. Follow their followers.
find people or boards related to your boards. Follow their followers.
● When people follow
you, be sure to follow those people back.
you, be sure to follow those people back.
● Some formats for
Pinterest pins are much more effective than others. Longer vertical layouts are
more effective than horizontal formats. Use enticing images. While I use many
of my own photographs, I also buy images.
Pinterest pins are much more effective than others. Longer vertical layouts are
more effective than horizontal formats. Use enticing images. While I use many
of my own photographs, I also buy images.
● We all know that a
picture is worth a thousand words. However, just posting a picture can be
confusing. Incorporating text with the images attracts more attention than
images alone. When adding copy to a photograph, make sure that the copy is
large and readable. You can also use different images from a blog post to
create a few different pins to that story. You should time these pins with at
least several weeks between them.
picture is worth a thousand words. However, just posting a picture can be
confusing. Incorporating text with the images attracts more attention than
images alone. When adding copy to a photograph, make sure that the copy is
large and readable. You can also use different images from a blog post to
create a few different pins to that story. You should time these pins with at
least several weeks between them.
● Merely pinning a
blog article to Pinterest is not enough. When you create a board, make sure
that it includes a “keyword rich” description. For each blog post that you pin
to that board, also include a description with appropriate keywords. By using
the right keywords, you increase the odds that the search engines will find
you.
blog article to Pinterest is not enough. When you create a board, make sure
that it includes a “keyword rich” description. For each blog post that you pin
to that board, also include a description with appropriate keywords. By using
the right keywords, you increase the odds that the search engines will find
you.
Worldwide more than
500 million Instagram accounts are active every day and 80% of these are
businesses. Because of its growing popularity, companies are using Instagram to
generate sales leads and drive traffic to their websites and blogs.
500 million Instagram accounts are active every day and 80% of these are
businesses. Because of its growing popularity, companies are using Instagram to
generate sales leads and drive traffic to their websites and blogs.
If you don’t have
time to devote to writing a blog, Instagram may be a better channel for you to
regularly engage with prospects and customers. It only takes a few minutes to
post a photo with a caption. By posting once or twice a day, you can maintain a
connection with viewers that you may not achieve when only posting a few times
a month on your blog.
time to devote to writing a blog, Instagram may be a better channel for you to
regularly engage with prospects and customers. It only takes a few minutes to
post a photo with a caption. By posting once or twice a day, you can maintain a
connection with viewers that you may not achieve when only posting a few times
a month on your blog.
Instagram was
developed to allow you to post photos from your mobile devices. You can also
post pictures and videos directly from your computer using a desktop
application, such as Gramblr (http://gramblr.com/uploader/#home).
developed to allow you to post photos from your mobile devices. You can also
post pictures and videos directly from your computer using a desktop
application, such as Gramblr (http://gramblr.com/uploader/#home).
To grow awareness of
your company on Instagram, you should consider taking these following actions:
your company on Instagram, you should consider taking these following actions:
● Create a schedule
to post regularly, such as two times per day – once in mid-morning and a second
time in the middle of the afternoon. Anything more than that may become
annoying to your followers.
to post regularly, such as two times per day – once in mid-morning and a second
time in the middle of the afternoon. Anything more than that may become
annoying to your followers.
● Only post photos,
which would interest customers and prospects in your target market. To maintain
interest in your account, post different types of photos, such as pictures of
vehicle wraps interspersed with photos of wall graphics, banners or signage.
which would interest customers and prospects in your target market. To maintain
interest in your account, post different types of photos, such as pictures of
vehicle wraps interspersed with photos of wall graphics, banners or signage.
● Using photos with
people engaged in action is generally more interesting than static photos and
results in significantly more likes and comments.
people engaged in action is generally more interesting than static photos and
results in significantly more likes and comments.
● Increase your
account activity by conducting a contest and posting pictures from your
customers. For example, you could create a contest for the best vehicle
graphics or store graphics design. The contest photos, which your customers
submit, provide content for your postings and make your job easier.
account activity by conducting a contest and posting pictures from your
customers. For example, you could create a contest for the best vehicle
graphics or store graphics design. The contest photos, which your customers
submit, provide content for your postings and make your job easier.
● While Instagram
focuses on visual content, the captions also play an important role in pitching
a storyline. Your captions should always include a call to action along with
your phone number. In addition to providing a description for the photo, you
should also add popular and relevant hashtags. Just in case you are not
familiar with how hashtags are used, they are similar to keywords that help
viewers find a specific topic that they are interested in. As an example of how
you might use one, if you are posting a picture of a vehicle wrap, you could include
#vehiclewraps #vehiclegraphics #vinylgraphics in the caption. Instagram allows
you to use as many as 30 hashtags. The best practice is to use as many as are
relevant. This increases the odds that you will appear in searches, which can greatly
improve your response rate.
focuses on visual content, the captions also play an important role in pitching
a storyline. Your captions should always include a call to action along with
your phone number. In addition to providing a description for the photo, you
should also add popular and relevant hashtags. Just in case you are not
familiar with how hashtags are used, they are similar to keywords that help
viewers find a specific topic that they are interested in. As an example of how
you might use one, if you are posting a picture of a vehicle wrap, you could include
#vehiclewraps #vehiclegraphics #vinylgraphics in the caption. Instagram allows
you to use as many as 30 hashtags. The best practice is to use as many as are
relevant. This increases the odds that you will appear in searches, which can greatly
improve your response rate.
● To increase
interest in your photos, incorporate copy over the picture. Make sure to use
eye-popping colors and good contrast to attract attention and ensure that the
text doesn’t get lost.
interest in your photos, incorporate copy over the picture. Make sure to use
eye-popping colors and good contrast to attract attention and ensure that the
text doesn’t get lost.
● While your Instagram
profile should concisely explain who you are, and what you do, it is more
important that you provide the viewer with a benefit statement. Just as if you
are writing a headline for an ad, that benefit must describe that differential
that sets you apart from your competitors. It is that one unique benefit or
selling proposition that answers the viewer’s question of why he should do
business with you.
profile should concisely explain who you are, and what you do, it is more
important that you provide the viewer with a benefit statement. Just as if you
are writing a headline for an ad, that benefit must describe that differential
that sets you apart from your competitors. It is that one unique benefit or
selling proposition that answers the viewer’s question of why he should do
business with you.
● Occasionally post a
photo of one of your employees at work. This could be a picture of someone
building a sign or installing graphics. Not only does this provide your
prospects with a snapshot of your shop, but it also signals to your employee
that you value them.
photo of one of your employees at work. This could be a picture of someone
building a sign or installing graphics. Not only does this provide your
prospects with a snapshot of your shop, but it also signals to your employee
that you value them.
How to Evaluate Your Results
At the very least
social media requires a big investment in time. It is not unusual for business
owners to question the value of their expenditures. To arrive at an answer, you
need to refer to your original objectives. These objectives must be
quantifiable, such as the number of downloads or sign ups to an email list or,
better yet, actual sales leads.
social media requires a big investment in time. It is not unusual for business
owners to question the value of their expenditures. To arrive at an answer, you
need to refer to your original objectives. These objectives must be
quantifiable, such as the number of downloads or sign ups to an email list or,
better yet, actual sales leads.
If the objective of
your program was to increase awareness, you could measure the number of
impressions that you generate in the form of clicks, likes or page views. By
measuring these results you can easily calculate the cost per impression.
your program was to increase awareness, you could measure the number of
impressions that you generate in the form of clicks, likes or page views. By
measuring these results you can easily calculate the cost per impression.
Metrics, such as
numbers of likes or clicks or followers, may not mean much to you, if they
don’t produce actual inquiries that you can turn into cash. The only way to
calculate a true return on your social media investment is to link your results
in the form of sales leads to actual sales revenue or to an estimate of
customer lifetime revenue.
numbers of likes or clicks or followers, may not mean much to you, if they
don’t produce actual inquiries that you can turn into cash. The only way to
calculate a true return on your social media investment is to link your results
in the form of sales leads to actual sales revenue or to an estimate of
customer lifetime revenue.
To do this is one of
those possible but usually involved and occasionally difficult tasks. If you
can estimate that sales volume and have tracked your expenditures, the formula
is really simple:
those possible but usually involved and occasionally difficult tasks. If you
can estimate that sales volume and have tracked your expenditures, the formula
is really simple:
Return
on Investment (%) = Sales Produced
(Revenue) – Social Media Cost
on Investment (%) = Sales Produced
(Revenue) – Social Media Cost
Social Media Cost
Example: 200% = $30,000 –
$10,000
$10,000
$10,000
If you use ROI as a
measure of success, any positive ratio is good. It means that you covered your
investment paid off. Negative results are not so good, because you have not
covered your expenses.
measure of success, any positive ratio is good. It means that you covered your
investment paid off. Negative results are not so good, because you have not
covered your expenses.
Developing a plan
that will work for your business involves trial and error. What I mean is that
you must continually evaluate your responses to your social media
activities. Based on this feedback, you
can determine what works for your business and use this information to modify
your social media and marketing plan.
that will work for your business involves trial and error. What I mean is that
you must continually evaluate your responses to your social media
activities. Based on this feedback, you
can determine what works for your business and use this information to modify
your social media and marketing plan.
Conclusion
In developing a
social media strategy for your business, the first rule is to establish a clear
objective for your efforts. To my way of thinking, that prime objective for
sign business or printer is generating sales leads which ultimately lead to
sales.
social media strategy for your business, the first rule is to establish a clear
objective for your efforts. To my way of thinking, that prime objective for
sign business or printer is generating sales leads which ultimately lead to
sales.
As a business, you
want your prospects to take action to pick up the phone and dial your number.
Leads result in sales and ultimately affect your bottom line. All other goals, such as improving your
company image or establishing yourself as a bona fide industry authority, are
secondary and should support the primary goal of lead generation.
want your prospects to take action to pick up the phone and dial your number.
Leads result in sales and ultimately affect your bottom line. All other goals, such as improving your
company image or establishing yourself as a bona fide industry authority, are
secondary and should support the primary goal of lead generation.
Based on your
company’s goal, you need select the social media channels that will be most
effective in reaching prospects in your target market.
company’s goal, you need select the social media channels that will be most
effective in reaching prospects in your target market.
Getting results on
social media takes time and consistent effort. No one, especially a small
business, has the time to be on every social media platform. So pick those 4 or
5 channels that will be most effective at delivering your message. Among all of
those channels make sure that your company’s branding is consistent. That
includes consistency in your messaging and imagery.
social media takes time and consistent effort. No one, especially a small
business, has the time to be on every social media platform. So pick those 4 or
5 channels that will be most effective at delivering your message. Among all of
those channels make sure that your company’s branding is consistent. That
includes consistency in your messaging and imagery.
The only way to know
what will work for your business is to monitor your results on the different
media channels. If an approach that you are trying is not generating the
traffic that you want, you need to modify that approach. While this may seem as
if I am advocating trial and error strategy to social media marketing, I am
not. Tactics that work in social media are well-known. You just need to put
them to work for you.
what will work for your business is to monitor your results on the different
media channels. If an approach that you are trying is not generating the
traffic that you want, you need to modify that approach. While this may seem as
if I am advocating trial and error strategy to social media marketing, I am
not. Tactics that work in social media are well-known. You just need to put
them to work for you.
One final thought. As
wonderful as the internet and social media are, never miss a chance to be face
to face. When you are face to face, the prospect can’t easily press a button
and delete you. Having a great social
media presence is not the same as a human relationship. Never miss a chance to
have an actual conversation with a prospect. Never miss a chance to learn about
who the prospect is as a human being.
wonderful as the internet and social media are, never miss a chance to be face
to face. When you are face to face, the prospect can’t easily press a button
and delete you. Having a great social
media presence is not the same as a human relationship. Never miss a chance to
have an actual conversation with a prospect. Never miss a chance to learn about
who the prospect is as a human being.
Never forget that you
are dealing with a person that has personal interests and a family as well as
someone who deals with problems and frustrations. When you have an opportunity
to really connect with another human being and build a real relationship with a
prospect, make the commitment to engage with that person. You just may find
that you have a friend and customer for life.
are dealing with a person that has personal interests and a family as well as
someone who deals with problems and frustrations. When you have an opportunity
to really connect with another human being and build a real relationship with a
prospect, make the commitment to engage with that person. You just may find
that you have a friend and customer for life.
In the golden age of
television, advertisers knew that selling needed to be done in the minds of the
consumers before they stepped into a store and make a decision. Today, the
selling that occurs before decision making often occurs on the internet and not
on TV.
television, advertisers knew that selling needed to be done in the minds of the
consumers before they stepped into a store and make a decision. Today, the
selling that occurs before decision making often occurs on the internet and not
on TV.
While the most
effective media has changed, the most effective messages are basically the
same. These messages appeal to our basic needs and dreams as well as quell our
deepest anxieties and fears.
effective media has changed, the most effective messages are basically the
same. These messages appeal to our basic needs and dreams as well as quell our
deepest anxieties and fears.
The rules for
developing an effective message have not changed much either. Here are some of
the most important rules:
developing an effective message have not changed much either. Here are some of
the most important rules:
● Understand who your
target market is and what their needs are. Knowing that, tailor your content
and tone to that audience.
target market is and what their needs are. Knowing that, tailor your content
and tone to that audience.
● Focus each message
on a single topic or theme. Keep the message simple and easy to understand. And
maintain the uniformity of the imagery.
on a single topic or theme. Keep the message simple and easy to understand. And
maintain the uniformity of the imagery.
● In whichever social
media platform that you decide to use, post regularly so you can maintain your
online presence.
media platform that you decide to use, post regularly so you can maintain your
online presence.
● To sustain interest
provide your target audience with a variety of content.
provide your target audience with a variety of content.
● Build a reputation
as an expert in your niche by providing information which you have learned in
the school of hard knocks. Relate to people your experience of what to do as
well as what not to do.
as an expert in your niche by providing information which you have learned in
the school of hard knocks. Relate to people your experience of what to do as
well as what not to do.
● While you should be
the star of your own show, no one likes excessive and chest pounding as a
shameless self-promoter of your products and your business. The majority of
your content should consist of information that your target market can use.
Do You Have Questions or Comments?
the star of your own show, no one likes excessive and chest pounding as a
shameless self-promoter of your products and your business. The majority of
your content should consist of information that your target market can use.
Do You Have Questions or Comments?
RECOMMENDED READING
Social Media Marketing Workbook: 2018 Edition – How to Use Social Media for Business
Social Media Marketing: Step by Step Instructions For Advertising Your Business on Facebook, Youtube, Instagram, Twitter, Pinterest, Linkedin and Various Other Platforms
About Jim Hingst: Sign business authority on vehicle wraps, vinyl graphics, screen printing, marketing, sales, gold leaf, woodcarving and painting.
After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.
Hingst began his career 42 years ago in the graphic arts field creating and producing advertising and promotional materials for a large test equipment manufacturer. Working for offset printers, large format screen printers, vinyl film manufacturers, and application tape companies, his experience included estimating, production planning, purchasing and production art, as well as sales and marketing. In his capacity as a salesman, Hingst was recognized with numerous sales achievement awards.
Drawing on his experience in production and as graphics installation subcontractor, Hingst provided the industry with practical advice, publishing more than 150 articles for publications, such as Signs Canada, SignCraft, Signs of the Times, Screen Printing, Sign and Digital Graphics and Sign Builder Illustrated. He also posted more than 500 stories on his blog (hingstssignpost.blogspot.com). In 2007 Hingst’s book, Vinyl Sign Techniques, was published. Vinyl Sign Techniques is available at sign supply distributors and at Amazon.
©
2018 Jim Hingst, All Rights Reserved.
2018 Jim Hingst, All Rights Reserved.
