Janine Duff – Copywriter, Journalist & Editor in Hamilton – Creative Communications
The 12 Days of Christmas, version cool.
Christmas is fast approaching, so let’s be honest. I’m sort of overdue for a spoof on the old traditional holiday songs. Rather than giving you a partridge in a pear tree or a bunch of drummers and pipers, I’ve decided to offer you something far more useful (and less noisy). Instead, check out these 12 valuable tips on how to increase your influence online:
1. Get people talking with something like a podcast, blog, online magazine, video series or e-newsletter. Online marketing is all about starting a conversation that people are excited to join.
2. Focus on the authenticity of your voice, both online and offline. This is critical to your brand identity and requires consistency across all marketing platforms.
3. Master a niche and stick to it. Focus on specific online platforms rather than trying to cover them all and spreading yourself too thin.
4. Set up a fan page on Facebook. Start using polls and discussion forums to get people more engaged.
5. Reveal more about yourself, not just your business. Your prospects and clients want to know there are real people behind those computers with quirks, personalities and flaws.
6. Follow, converse and keep in contact with other successful colleagues and peers. It’ll further your own education and help you become that much better at what you do.
7. Create content around your area of expertise. This could include a blog, e-report, podcast, white paper or informative video. Then distribute like mad.
8. Be generous when it comes to online networking. Introduce people you know and help them make beneficial connections. They’ll be more apt to remember your good deed and pay it forward.
9. Have a point of view and don’t be afraid to express it, but certainly acknowledge the opinions of others and draw attention to interesting conversations going on elsewhere in the online world.
10. Search for people who already have the unwavering attention of your audience. Then offer to co-create something with them like an e-report or offer to write a guest post on their blog.
11. Integrate your online media strategies with real world marketing tactics. They go hand in hand. It’s difficult to have one without the other.
12. Get active in other people’s communities. You’ll have more influence than if you stay confined to your own social circle.
The Art of Conversation
I bet you’re no stranger to the guy pictured above. He’s probably stalked you while you’ve been car shopping, called you at home to blab your ear off about some one-of-a-kind service you really have to get signed up for, or maybe even stood on your doorstep trying to sell you some miracle product that you’d never heard of. We all know him, but most of us wish we didn’t.
Most people agree that pushy sales tactics never sell. Providing real value does.
But how do you go about this? I’ll give you a big hint. It’s all about building rapport, asking questions, and listening to feedback from prospects. Let me break it down further…
Newsletters, blogs and social media tools are arguably the best marketing tools out there these days because they’re all about initiating a two-way conversation. They operate off the fundamental marketing principles of relationship-building by appealing to the needs, wants and desires of your target market. Inviting your audience to listen and participate in a conversation makes them feel included, gradually earns you their trust, and successfully builds your credibility over time.
If you’re pumped and ready to embrace the kind of softer marketing strategies that’ll actually want to make your clients get a bit cozier with you, here’s how to go about it:
1) Listen to your current or prospective client’s needs: It’s not about you. It’s about them. It’s not about the features of your company, organization, service or product. It’s about benefits and what your clients can expect to receive. Listen, empathize, and offer a practical solution. Get the picture?
2) Give them something for free: Don’t be selfish. Giving a little bit can have a big return on it. This is how newsletters, blogs and social media work. Free, timely information is distributed on a regular basis without any sales being forced. A small investment in your client’s interests and needs can result in increased sales, referrals, or perhaps even being hired for a lucrative project.
3) Planting seeds that will later come to fruition: By using soft sell strategies, you’re nurturing client relationships that will later blossom. After all, marketing experts claim individuals have to see an advertisement an average of seven times before they become convinced enough to buy. Someone who initially said “no” could develop a need for a product or service you provide months later and decide to call you after seeing a special promotional offer in one of your newsletters, on your blog or social media feeds.
The non-intrusive approach of these relationship-building marketing tools promise to continuously re-establish your relationship with existing clients and make new prospects more likely to come back for seconds. By providing educational information, legitimate industry news, solutions to problems and special offers, you’ll increase your sales and have an easier time introducing new products or services.
Newsletters, blogs and social media tools encourage two-way communication and interaction, providing a platform for sharing perspectives. Plus, information is easily forwarded and archived which encourages referrals. You’ll be reeling in clients without having to spend all your valuable time and money fishing for them. 
Easy peasy!
How to Become Twitter Road Kill
Assuming you’ve jumped on the social media bandwagon like most smart and evolving business cookies, you’ve come well-acquainted with the process of publishing a coherent thought in 140 characters or less. I’ll give you a moment to pat yourself on the back. As an English major, I know that’s no easy task.
While Twitter can be a magical networking tool and a stupendous way to build rapport and trust with potential clients, it can also be a total and utter waste of time (but you already knew that, right?). Whether you’d classify yourself as a Twitter Fanatic or Tweeting Noob, you’ve got to be sure that you’re using the micro-blogging tool to its full advantage. Here’s how to avoid getting yourself nailed to the Twitter blacklist:
- 1. Cut the shameless self-promotion and start engaging. No social networking platform should be used to plug your product or services on a constant basis. Don’t be the “me, me, me” guy. Approach tweeting as a way to promote relationship-building and connecting instead of immediate gratification. Sure, go ahead and blab about company news, exciting promotions or upcoming projects you’re working on. Just don’t get sleazy about it.
- 2. Don’t be all business. Your followers want to get to know you on a personal level. I’m not telling you to start dropping F-bombs, rant about your mother-in-law’s bad cooking or talk openly about your drunken escapades (no matter how hilarious). However, your followers will appreciate a little candid honesty, as long as you stay professional about it. Mix up your business tweets with personal book recommendations, info about volunteer or charity causes you support, and even little details about your life outside work. Your personality is a vital part of your branding – let it shine, baby!
- 3. Play teacher. Staying informed of what’s new and exciting in your field will help you educate your clients and prospects. Link them to helpful articles or re-tweet posts you think they might benefit from. If people find your tweets educational and useful, they’ll be more motivated to follow you and keep in touch.
- 4. Funnel followers to your other marketing/networking platforms. Shoot two birds with one stone! Okay, so maybe that pun was a little intended. But what better way to get people to visit your website, check out your blog or sign up for your newsletter? Occasionally posting a link to that wicked new website feature that’s now available or your genius blog post (better if you’re modest about it though) is a perfect way to get people to tap into your other networks and find multiple ways to connect with you. Plus, you’ll be building valuable credibility in your field.
- 5. Don’t be close-mouthed. Failing to respond to people who reach out to you by re-tweeting a post you made, asking a question or writing you a personalized message is a big no-no. Hello! That’s what you’re there for. If someone goes to the trouble of starting a conversation with you, pay attention. Show gratitude when it’s deserved and be responsive.
So there you have it, folks. Now get tweeting.
Why I Switched Breakfast Joints
I used to think my dad was crazy for his devoted love affair to breakfast. As I got older, I finally came to my senses. I really don’t know what took me so long. Let’s be honest…flapjacks and bacon taste awesome at any time of the day.
These past few years, my partner and I developed a tradition of hitting up a local breakfast joint at the end of the week. We never had any desire to go elsewhere. When I find a service or product I’m satisfied with, I’m not kidding when I say I’ll stick to it. The service was friendly and reliable, the food was delicious, and the price was right. Let’s just say I was a committed member of this particular breakfast club.
Then things began to change, slowly but surely. Now I don’t know about you, but when I go out to grab breakfast, I like to be offered coffee in a jiffy. What can I say? It really cuts down on my zombie-glazed stare in the early hours. Before my butt hit the seat, there had always been coffee in my mug. Now I had to wait ten minutes for it.
Not only that, but the portion sizes seemed to be shrinking. My food wasn’t up to par. I’d order an omelette off the menu and it would be missing some of the ingredients in the description. And hey, nobody wants burnt flapjacks. Worst of all, the service got surprisingly lazy.
Up until this point, I was a loyal customer. I had no wandering eye. Now, I noticed that my devotion to this particular breakfast stop was fading. I was open to other possibilities. One morning, my partner and I made the leap and decided to check out a local spot he had visited as a kid and had fond memories of.
I was pleasantly surprised when the service was cheery and quick. Coffee fill-ups were plentiful and the food was absolutely delicious. They took time with the little things – they plopped an orange slice on the side of your plate, a sprinkle of icing powder on your flapjacks, some parsley on your omelette. We went back. I became a regular, a status quite dreamy to possess when it means you can say “I’ll have the usual” and they know exactly what you’re talking about. I thought that only happened on TV. Special requests? Sure, they’d do that too. I was a convert.
My new breakfast joint of choice is actually more expensive than my previous one but I’ve become even more committed to them. Why? Because they care about my dining experience in a way that proves my service matters.
Here’s why I think we all, as business owners and entrepreneurs, should take notice. I think my personal experience proves that it’s really the small details that matter. It wasn’t one glaring bad experience that made me change my loyalties. It was a series of miniscule, off-setting problems that began to creep up and compound, pointing me in another direction.
Has this ever happened to you? I’d love to hear about it.
LinkedIn: “Let’s Connect!”
Whether you’ve got an account with LinkedIn or not, I’m sure you’ve heard of it. It’s now the largest professional network on the block and a great way to connect with other professionals, exchange information and build an online presence for your business. Until recently, I had no clue about how LinkedIn’s tools could be used effectively in my networking efforts. Below are some smart strategies for using LinkedIn to help your business grow:
1. Gain Access to Prospective Customers - LinkedIn allows you to browse profiles and groups so you can find other business people on the lookout for expertise in your industry. This is a great way to secure potential business. An even better way to get your name out there is to request that past clients use the referral feature for others that might be able to use your products of services. After all, word of mouth is one of the most effective networking strategies you can implement.
2. Connect with Colleagues - Getting in touch with other experts in your field can serve many purposes. Not only will you have a trusted network of advisors to turn to for guidance, but you can also help each other out by sending referrals to one another if the opportunity arises. LinkedIn also features an active jobs category so you can post available positions and requirements. By keeping in touch with other industry professionals and building your social network, you’re more likely to find the best candidates for growing your business.
3. Build an Awesome Business Platform - LinkedIn allows you to post status updates, polls, direct emails and advertising, and even share updates from other online networking tools you may use such as Twitter, Facebook or blogs. Regulary contributing content relevant to your industry is a great way to demonstrate your expertise to potential or current clients while keeping them engaged and informed.
To grab your own profile on LinkedIn, simply register. Then it’s time to set up your business profile and company profile, import your contacts, and start building your network!
Mad Men: Marketing Principles That Never Get Old
AMC’s award-winning television series Mad Men isn’t just my newest obsession–it’s also what I like to call fun research. If you think the 1960s drama about the Sterling Cooper ad agency is a far cry from the advertising world of today, think again.
Mad Men isn’t just about a bunch of greasy sales executives chain-smoking and hard-drinking their way to riches. It’s about the power of words transforming ordinary products into household names. It’s about considering fundamental marketing principles that engage an audience and make them interested in what you’re offering. Most importantly, it’s about making or breaking valuable relationships with clients.
I’ve collected a few of the most quotable lines of the show to prove just how little has changed in 50 years and for good reason.
HAPPINESS AND REASSURANCE
“Advertising is based on one thing–happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the other side of the road that screams reassurance that whatever you’re doing is okay.” – Don Draper
I’ve said it before and I’ll say it again–benefits are what people care about, not features.
The recent Old Spice commercials are a great example of how a product is transformed into an emotional investment:
Watch Old Spice commercial on YouTube
So how did the ad campaign fare? Adweek’s Eleftheria Parpis reports: “According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent.”
How can we account for the substantial success of Old Spice’s new marketing campaigns? Easily. Sure, the commercials are worth a good laugh, but they also tap into the fears of men and the presumed desires of women. Old Spice isn’t just selling man fresheners. These commercials are selling happiness through reassurance. They’re telling men that they don’t have to fear natural body odour. If they wear Old Spice, they’ll smell great. In fact, they’ll “smell like a man”, just the way their ladies want (with event tickets and diamonds at the ready, apparently).
Don’t believe me? Check out this description for one of their products: “The triumphant scent of Game Day runs a half-back split straight up a woman’s nose. We designed it this way because if you look at a lady’s head, her nose is closest to her brain where her decision to date you is made.” I don’t see one thing in there about ingredients!
NOSTALGIA
“Nostalgia–it’s delicate, but potent. Teddy told me that in Greek, nostalgia literally means the pain from an old wound. It’s a twinge in your heart far more powerful than memory alone. This device isn’t a spaceship, it’s a time machine. It goes backwards, and forwards… it takes us to a place where we ache to go again. It’s not called the wheel, it’s called the carousel. It let’s us travel the way a child travels–around and around, and back home again, to a place where we know are loved.” – Don Draper
Tim Hortons is a superstar when it comes to using nostalgia as a marketing strategy. Here’s an example of a recent commercial in celebration of hockey and NHL player Sidney Crosby:
Watch Tim Hortons commercial on YouTube
Tim Hortons isn’t selling a plain old cup of coffee. They’re selling memories. When you take a sip from that cup, you’ll be transportated back to “the good old days” with rich childhood memories that invoke warm and fuzzy feelings of days gone by. They’re selling a sense of togetherness that comes from both family and a culture’s shared passion for hockey. Talk about a potent coffee!
RELATIONSHIPS THAT MATTER
“You’re not good at relationships because you don’t value them.” – Roger Sterling
I’ve saved this little marketing principle for last but it’s definitely one of the most important. Building and sustaining meaningful relationships with your clients and treating them like gold is what will essentially make your business or break it. No matter how good your products or services are, they won’t keep that phone ringing if you don’t know how to maintain business relationships based on trust, respect and honesty.
A great example of this principle coming into play is with TD Canada’s newest ads:
Watch TD Canada commercial on YouTube
Do you value your client’s needs? Do you demonstrate your appreciation for their business with reliable and friendly service? TD proves that it does by staying open later to accommodate its busy and hard-working clients. And you know what? It works.
So there you have it. It may be 50 years past Mad Men‘s time, but the advertising world really hasn’t changed all that much. It just goes to show you that some marketing principles are truly that good and that effective. Are you using them in your marketing strategies?
Feel free to post feedback or other ideas below. I’d love to hear your thoughts!
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