Monthly Archives: February 2015

February 2015

2015 Marketing Strategy – Combined Campaigns

Combined campaign example with a website and postcards.

What market segment or demographic does your largest customer group belong to? Is there a specific industry you have a strong track record with that would benefit from your expertise? Do you want to continue to serve this market and reach other prospects in this segment?

Once you identify your ideal customer the next step is to determine where you can find them.  Are they newspaper or magazine readers? Or are they on Instagram and have never seen a Yellow Page book? Chances are you have a mix of ages, interests or income in your target market groups. This is where creating combined marketing campaigns come in… read more…

Not sure where to begin? Connect with us today for a consultation and assistance creating combined marketing campaigns that connect with your target market.


On the Blog:

People Helping People: Social Media Strategies for Small Business

Making Connections In Social Media

You can find top 10 lists on social media strategies for small business all around the internet.  Some tips are complicated, some cost money, some require a lot of time. The social media strategies small businesses seldom consider is keeping it ‘social’. Start with securing your pages on applicable social media sites, posting regularly, and engaging authentically with others. Sharing, liking and commenting on business pages you follow will create camaraderie and your contacts will show their appreciation by reciprocating and engaging with your content. Read more…


Monthly Spotlight

Combined Campaigns

Top 10 lists that claim every company should do this, this and this and they will achieve marketing success are dreaming. I’ve always said there is no ‘one size fits all’ for marketing. That motto can be applied a couple of ways:

  1. Media Options –  from social media, internet, tv, billboard, etc. every company has a choice on which media platforms will reach their target market. If your audience isn’t on social media then you don’t have to be in social media.
  2. Cost and Frequency – budgets and how often you broadcast your information will also vary from company to company.

Creating Combined Marketing Campaigns – 2015 Best Marketing Strategies

Combined campaigns example with website landing page and direct mail postcardsWhat market segment or demographic does your largest customer group belong to? Is there a specific industry you have a strong track record with that would benefit from your expertise? Do you want to continue to serve this market and reach other prospects in this segment?

Once you identify your ideal customer the next step is to determine where you can find them.  Are they newspaper or magazine readers? Or are they on Instagram and have never seen a Yellow Page book? Chances are you have a mix of ages, interests or income in your target market groups. This is where creating combined marketing campaigns come in.

Taking the time in the beginning when creating combined marketing campaigns  will provide a multi-channel and cross-platform reach that can catch both the smart phone users and yellow page turners. Encouraging connections through multiple marketing channels builds the relationship between the brand and the consumer.

Creating Combined Marketing Campaigns:

In our effort to reach out to our specific target markets we decided to combine a direct mail campaign with social media and internet marketing to help us reach a larger segment of our specified groups. On our snail mail postcards we provided a custom URL for each market. Prior to mailing we created landing pages on our website associated with each target market. When the postcard recipient typed in the custom URL the landing page offered samples, testimonials and examples of services in their industry that would be helpful to them. Social media posts were created with hashtags and keyword phrases included on our website to help us come up when these prospects make a search inquiry for our services.

Internet advertising campaign created:

  1. To reach the prospects that we did not have mailing addresses for
  2. To get in front of those who received the postcard but did not respond yet

Each ad was similar in design to the postcard that was mailed. The ad linked directly to the custom URL designated for the specific target group. The ads took them to our website landing pages  with the information we wanted to share with them. The landing pages were also similar in design to the postcards and Facebook ad designs that were part of the campaign.

Example of a combined marketing campaign :

One of our target markets is the Michigan construction industry. Connection Group has assisted customers in the Michigan construction industry  with website creation and marketing management for nearly 20 years.  We provide marketing and website design services to builders, remodelers, construction trades and construction product manufacturers. We have the experience, we have the reviews, and we know we can help more  meet their business goals.

Combining Direct Mail and In-Bound Marketing

  • Design an oversized postcard targeting the construction industry
  • Create a unique URL to include on the postcard
  • Create  a construction industry landing page the URL will direct the visitor to
  • Add a call to action

Media Behaviors of this group

  • More likely to be on Facebook than Instagram
  • More apt to be searching Google than watching tv

Conclusion:

  • Prospect mailing list was created
  • Printed postcards – easily viewable by the recipient and inexpensive to produce
  • Unique URL and landing page will help us to track visitors and determine the effectiveness of the direct mail component.
  • Facebook and Google Adwords search would be the best use of our (very limited!) internet advertising dollars.

The above solutions were chosen to fit within our marketing and advertising budget to market to the construction industry. Other marketing segments we provide marketing services for are small to mid-size businesses and professional speakers. Fortunately these groups can be reached on the same media platforms as the construction industry. Pretty strategic marketing right there, right? This approach reduces our need for researching other platforms and keeps our media spend within budget.

If we choose to increase our marketing budget for let’s say the professional speaker market we know media behaviors of this group show they are internet savvy and social. With those traits in mind we could become an affiliate member of the National Speakers Association Michigan or National Speakers Association since we work with Professional Speakers across the country, We could purchase advertisements in their publications, be a vendor at one of their trade shows or sponsor an event. We would not purchase billboards, tv or radio advertising for this group – but we may want to look at YouTube for display or video advertisements .

Long standing businesses who are discovering that traditional advertising and marketing isn’t working anymore will find their sweet spot by creating combined marketing campaigns. Television may still work for some of your customers, combine it with a YouTube video or adwords campaign and see how many new customers result. As in the dawn of the advertising age, knowing your customers interests and needs will help you be where they are and form authentic relationships.

Not sure where to begin? Connect with us today for a consultation and assistance creating combined marketing campaigns that connect with your target market.

People Helping People: Social Media Strategies for Small Business

Social Media Startegies for Small Bsuiness February Blog graphic

Making Connections In Social Media

You can find top 10 lists on social media strategies for small business all around the internet.  Some tips are complicated, some cost money, some require a lot of time. The social media strategies small businesses seldom consider is keeping it ‘social’. Start with securing your pages on applicable social media sites, posting regularly, and engaging authentically with others. Sharing, liking and commenting on business pages you follow will create camaraderie and your contacts will show their appreciation by reciprocating and engaging with your content.

Following are the top social media players companies choose to engage on social media. There are so many more social media platforms like SnapChat, Tumblr, Quora, etc. If you find a specific social media platform has captured your target market – make sure you are there too!

1. Facebook

Facebook now offers business pages the opportunity to follow other company pages. Follow customers, vendors or local organizations you support and share their posts. You can also follow your competition and see what posts are working best for them.
Task: Make a list of pages to follow

Remember to engage with those favorite pages. Like, share or comment on the pages you follow. Your customer will appreciate that you engaging with them on Facebook. It may even inspire them to add a review on your Facebook business page.

Utilize the large area on the top of your business Facebook page with a creative Facebook cover photo graphic that inspires people or offers a discount specific to only your Facebook followers.

Are you now asking what’s the size of a Facebook cover photo? Take a look at standard sizes on our social media graphic sizes cheat sheet.

Task: What discounts or specials could you offer on your Facebook cover photo this month? What about next month?  Make a list for the year to keep ahead!

2. Twitter

Follow industry leaders who share great content and retweet them, when they feel your love and retweet your posts your Twitter handle will be seen by all of their followers. Express your appreciation to vendors, customers, and friends with #hashtags such as #followfriday suggestions for mutual love. Tag events in posts #newyears, #cybersale, locally used hashtags like #lovelansing or  industry hashtags like #graphicdesign.

Task: Make a list of Industry Leaders to follow for great retweets!
Include them in your next Follow Friday (#FF) tweet.

You can also search by hashtag to see what is being tweeted on a specific subject, such as your industry (#webdesign) or a sports team (#detroitredwings). The results will be posts by others who have used the same hashtag in their tweets. For instance if I use #graphicdesign in a tweet and you search #graphicdesign my post will come up as a result in your search along with others who have included the same hashtag.

Task: Make a list of local popular hashtags to use to make connections.
(#LoveLansing, #GrandRapids, etc.)

3. LinkedIn

The place to be for B2B. It’s true, Linkedin is full of job recruiters. Linkedin doesn’t offer the addictive attraction that Facebook does but chances are your business connections are here. Linkedin is where you find vendors, employees, customers and business tips without the cat videos. First upgrade to a professional profile and secure your Linkedin , pinterest boaardscompany page. Find a few company pages you would like to follow (trade organizations, vendors, customers, others with large followers) and request them to follow your company page. We’d love to have you follow ours too!

Task: Make a list of LInkedin company pages to follow

Recommendations:

Give recommendations for your Linkedin contacts. They will get an alert that you recommended them, the alert will be posted in the Linkedin newsfeed and others will see that you are actively recommending others. It’s a kind way to get in the front of people’s minds and remind them that you appreciate their talents and remind them that they may want to recommend you too! Make sure you are making authentic recommendations! Don’t recommend somebody for their marketing ability when you don’t know if they acutally do a good job with marketing.

Task: Make a list of people you could provide authentic recommendations for of your LinkedIn followers.

Get into groups and comment!
Groups are huge in Linkedin. Look for ones of interest in your industry and share insights to the members, receive advice, hear about trends, comment on posts, post specials or offers, get leads, etc. Each time you post or comment Linkedin will add it to the page feed of all your Linkedin connections. Sharing others posts, commenting on them, will boost their reach too. Being a member of a group also allows you to friend request anyone in the group and correspond with them without knowing their email or having worked with them before – it’s a great way to introduce yourself to a prospect.

Task: Make a list of groups you can search for and join today

4. Pinterest / Instagram

Although very different these two social media applications are similar in the fact that they are centered around images. ‘Nobody reads on the internet anymore’, ‘a picture says a 1000 words’… you’ve heard it all before. A younger female audience has embraced these two social media apps. The Pinterest audience is crossing over multiple generations and members are increasing quickly. Instagram is primarily tweens through 30-somethings. Both apps have high engagement and now allow for private/direct messaging to followers. As you post your clever product, funny or inspiring photos remember to add #hashtags and share the love:

Task: Log on to Pinterest or Instagram and follow other peoples pages or profiles that post or pin like minded items.

Task: Identify people and pages that use your product in clever ways. Recognize them, thank them, share their posts and add it to your list of products uses. 

Task: Create Pinterest pages that highlight your product or service:

Task: Host an Instagram Giveaway – think about what photos your customers could post and create a #hashtag (for a coffee shop post picture of your #favoritecoffeecup, or a tree service company #afterstormphotos…).

Google+ and YouTube:

Secure your Google+ page and increase contacts and your Google rating. While you are at it secure your company location on Google Maps. Embed YouTube videos from your company YouTube channel or videos of interest to your customers right on your Google+ page.

Find friends, customers, vendors and add reviews. These reviews come up when others search keyword terms in their industry or search by their company name. Results will show their company, location, photos, contact info and reviews. Talk about cheap advertising and an easy way to support your colleagues!

Task: Make a list of  videos and content you can can add to your Google+ page to increase exposure

Task: Create target lists (Google circles) – Google+ separates connections into circles your define. You can target information to specific circles.

Task: Determine segments you can set up to announce specific content to each audience.

TaskL Create a Goggle+ Hangout:
You can offer live streaming weekly or monthly webinars to educate your customers. What are the top products or services customers would like? How-to-videos or step-by-step installations, customer testimonials, inspirational videos, etc.

Task: Make a list of webinar subjects you can cover that are of interest to your customers

You didn’t imagine social media strategies for small business was such a big deal?  Just remember, success comes when you practice kindness —keep it social.  Build your online relationships one share at a tim