In recent years, there has been a global shift all marketers had to face head on. No longer can marketers push out advertising messages and expect a traditional order path. Impulse buying has given way to informed and researched buying via search engines, comparison shopping sites and more. The most important shift, however, has occurred through social media.
“What can I expect from social media?” “What kind of return on investment will I get?” “I tried social media and got no customers!”
In the LinkedIn group that I manage, Direct Marketing Questions & Answers, we've been discussing the zig versus zag nature of direct marketing and social media.
In part 1 of this series, I discussed the many ways to add value to your blog and cement your brand to your readers — essentially your customers and prospects. In part 2, I get a bit personal, offering some tips I’ve used to build my personal direct marketing blog and others.
When used correctly, blogs can be an excellent tool for engaging prospects and customers — especially in today's environment, when the companies we deal with are more machine than human. We call in and get interactive voice response rather than a live person. We read FAQs instead of speaking to customer service reps. It’s an isolated feeling. So when I create a blog, I do the following three things:
If you're not already familiar with it, Twitter is an interesting microblogging application that allows you to send small messages — called "tweets" — to people's cell phones and Twitter homepages. These messages are limited to 140 characters, the maximum length of an SMS text message.
In addition to being an exceptional tool for personal business networking, LinkedIn is also a great place to market your business. Here are five tips to help your business network grow through LinkedIn:
In today's social media age, it’s not enough to just build a brand and assume it'll flourish. More than ever, companies need customers to be emotionally cemented to their brands via superior products and exceptional customer service.
From the earliest days, relevance has been the goal for most direct and online marketers. Today, however, relevance is not nearly enough. Now, marketers need to focus on one-to-one relevant communications.