Monthly Archives: January 2012

Facebook: A Marketer’s Advantage

Some might think that Facebook is purely a social media platform for social interactions between friends, but they’d be wrong. Actually—they would be missing out a critical aspect of Facebook: Marketing.

A Company’s Personal Integration

Facebook is the perfect spot for marketers to put to use their skills and bring their companies or brands into the spot light. This platform rates high in my books as a marketer, due to its ability to reach a large audience of people at one time, as well as become an intimate part of Facebook user’s persona. For example, if I were to like a certain company’s page, I would be self-proclaiming myself as an endorser of the company, what it stands for and what it sells. Additionally, I would be promoting it to my friends—as my ’liking’ of the company will show up on my friends news feeds, acting as a means of recommendation to them.

How to Start

The great thing about Facebook is that it doesn’t matter if you’re a large company or a sole proprietor; Facebook creates an even playing field for your marketing efforts.

All you need to do is set up a Facebook Page for your company, and customizing it to your liking. Lauren Indvik’s ‘How-to-Guide’ explains the ins and outs of creating a Facebook page, noting the importance of turning your already existing customers (or friends… if you don’t have customers yet) into page ‘likes’. This is an immediate start to spreading your reputation and reach, as their friends will be able to view their positive position on your company.

Making it Count

As noted by Todd Wasserman, Facebook the content in a company’s Facebook updates and page is crucial. With the advancements of Facebook’s new feed options, users can minimize the updates from company’s whose pages they’ve liked if they feel that the company updates are irrelevant or, for lack of a better word, annoying.

To avoid becoming ‘unliked’ or minimized, make sure all updates to your company’s page and status are relevant. As well, remember that Facebook acts as a more personal and informal way of communicating with consumers. In liking your page, users have allowed you into their personal lives—don’t take advantage of this by spamming them with requests or disingenuous updates.

A very interesting article by Leyl Master Black on some of the most critical mistakes companies make when using Facebook is a must read before you attempt to marketer through the Facebook platform.  Check it out here:

All in all, use Facebook to your advantage as a means for marketing, but make sure whatever you deliver is of value to your intended audience.

Bibliography

Black, L. M. (2012, April 2). Top 5 Facebook Marketing Mistakes Small Businesses Make. Retrieved January 28, 2012, from Mashable: http://mashable.com/2011/04/02/5-facebook-marketing-mistakes-small-businesses-make/

Indvik, L. (2011, May 25). HOW TO: Start Marketing on Facebook. Retrieved January 28, 2012, from Mashable: http://mashable.com/2011/05/25/facebook-marketing-guide/

Wasserman, T. (2011 , September 22). What Facebooks Changes Mean for Marketers. Retrieved January 28, 2012, from Mashable: http://mashable.com/2011/09/22/facebooks-changes-marketers/

 Images

O’Deli, J. (2011, March 10). Facebook’s New Anti-Bullying Tools Create a “Culture of Respect”. Retrieved January 28, 2012, from Mashable: http://mashable.com/2011/03/10/facebook-anti-bullying/

Sullivan, D. (2011, May 4). Has Facebook Become The Master Key To Unlocking The Web? Retrieved January 28, 2012, from Search Engine Land: http://searchengineland.com/has-facebook-become-the-master-key-to-unlocking-the-web-75139

The Balance Beam of Marketing.

There always seems to be new ways emerging to market to consumers and as a result, keeping on top of new trends in marketing is vital to a business’ success. By no means do I encourage anyone attempting to try marketing tactics like the baby billboard to the right, but I do encourage everyone to develop a greater understanding of how to properly allocate ones marketing resources.

With online marketing being all the range these days, you might think you’re doing what is best for your company by allocating a minimalistic portion of your marketing budget towards traditional marketing tactics. But are you really?

The answer is simple… No!

Sure, you have to stay ahead of the game and make sure you are up to date with current online market trends and analytics, but traditional marketing tactics are extremely important as well. Why, might you ask? Let me tell you.

The Importance of Traditional Marketing

First off, traditional marketing strategies have been around for a long while already, and as a result, many companies have discovered and implemented efficient and effective ways for using this means of advertising. In essence, traditional marketing procedures are tried and true.  Additionally, Traditional Marketing, such as print, television and radio advertisements reach certain people that online marketing tactics can’t. Not everyone is online, and although it seems to be that many people are making the shift to online activities, a large portion of the population still relies on traditional means for making their purchasing decisions.

However, please do not assume that I’m encouraging all you marketers out there to drop your online marketing budget for the old fashion ways. In fact, you probably will get more bang for your buck using online marketing tactics, as they are typically less costly than advertising by television, radio, or direct mail. There are also great advantages to online marketing, such as the ability to reach a greater amount of people in smaller amount of time.

The main thing I want to relay is that successful marketing, and in turn greater profits, relies on your ability to find balance within your marketing plan. What is right for your company might not be ideal for the next, but evaluating your target market’s needs and behaviours will be beneficial in finding the perfect balance.

How about some tips to get you started?

Find the Perfect Balance

Determine the needs and behaviour of your target market. If your target audience is less technologically savvy, or happens to fall within a specific speciality niche, you may want to consider allocating more (but not all!) funds to traditional rather than online marketing.

Determine which online activities eliminate the need for their traditional marketing counterparts. For example, Michael Millers notes in his book “The Ultimate Web Marketing Guide” that you need not have both traditional direct mail campaigns and electronic mail campaigns. Choose one or the other based on what displays abetter response from your target market.

Lastly, use traditional marketing to support your online tactics. For example, create print media that includes the URL’s to your company’s website, blog, or social media accounts.

Good luck in finding the ying-yang balance within your marketing plan!

Bibliography

Miller, M. (2011). The Ultimate Web Marketing Guide. Indianapolis, Indiana: Que Publishing.

Papworth, L. (2009, March 7). Baby Branding Image. Retrieved January 21, 2012, from Laurel Papworth: Social Marketing vs Traditional Marketing Mix: http://laurelpapworth.com/social-marketing-vs-traditional-marketing-mix/

Perry, A. (2011, September 29). Money Scale Image: Where Does The Money Go? Retrieved January 21, 2012, from The Power of Moms: http://powerofmoms.com/wp-content/uploads/2011/09/money-balance-by-smokedsalmon-at-freedigital-290×262.jpg

Riggs, L. (2011, October 24). Is Traditional Media Still Important? Retrieved January 21, 2012, from Chief Marketer: http://chiefmarketer.com/direct/print/is-traditional-media-still-important-broker-roundtable-1024-lar3/

Top One SEO. (2010, October 15). Is Traditional Marketing Still As Important As Ever? Retrieved January 21, 2012, from Top One SEO: http://www.toponeseo.com/is-traditional-marketing-still-as-important-as-ever/

Poll time! Tell me your preference.

Hooray for How-to Guides!

I’m the type of person that loves to “do it myself” when it comes to anything I can get my hands on; whether it be a little project, or massive one.

If you’re in a similar boat, then you should check out www.ehow.com (eHow). It’s a neat website I found that provides users with a great deal of information on do-it-yourself (DIY) projects, for free! In addition to providing a multitude of “how-to” guides for hobbies and projects, it also has sections for more serious issues, such as money and banking, and fitness and nutrition.

Honestly, this site is jam packed with loads of useful tips, which is why it has become one of my favourite and frequently visited go-to sites for everyday solutions. Not only is this site helpful for the DIYer’s, but it also comes in handy for marketers as it provides readers with tips and tricks on how to apply marketing theories and strategies in everyday situations.

eHow for Marketers

For all my fellow marketers, check out the following links for marketing related how-to guides and tips:

How to Create a Marketing Plan: http://bit.ly/5IxEwT

How to Market Yourself:  http://bit.ly/AsbExg

How to Conduct Market Research: http://bit.ly/xwCgFX

A Little Background Information…

eHow started up in 1999 and almost went extinct after declaring bankruptcy due to being hit hard with the after effects of the dot-com bust. However, after a few changes in ownership, the eHow site got back on its feet and has been standing strong ever since.

Advantages of eHow

The best thing about eHow has to be its user-friendly format, as every article is written to aid in self-learning through its step by step instruction. On top of this, there are many “how-to” guides in video format, to provide a comprehensive means for learning for the visual user (like myself). Additionally, many of the articles are offered in various languages to accommodate for the DIYers that aren’t strong in the English language, or prefer to read and learn in another language.

Since 2006, Direct Media Inc. has owned this site and has kept it up to date with relevant content, while also revamping it to be in line with new technological trends. One of the ways in which it has done this is by offering a mobile app that allows readers to utilize the website’s content without being next to a computer! Various members use this site as a means for marketing their ideas to the general public, through the free to view features of the site. As an added bonus, readers can promote their favourite articles by sharing them via Facebook, or recommending them using Google’s new +1 button (all of which are easy to do, as eHow has quick links to these options on the side bar of its website).

So before you go off and try to learn a new task on your own, take a looksee at the content available to aid in your venture by visiting www.ehow.com.

Bibliography

Anonymous. (2011, February 8). How to Conduct Market Research. Retrieved 2012, from eHow: How to Videos, Articles & More: http://www.ehow.com/how_14781_conduct-market-research.html

Anonymous. (2012). Retrieved 2012, from eHow: How to Videos, Articles & More: http://www.ehow.com/how_138647_create-marketing-.html

Demand Media Inc. (2012). eHow: How to Videos, Articles & More. Retrieved January 15, 2012, from eHow: http://www.ehow.com/

Herrick, J. (2011). History of eHow. Retrieved January 15, 2012, from wikiHow: http://www.wikihow.com/wikiHow:History-of-eHow

Morgan, A. (2012). How to Market Yourself. Retrieved 2012, from eHow: How to Videos, Articles & More: http://www.ehow.com/how_2309114_market-yourself.html

Help! I’m in a nutshell…

You want to know a little bit about me, eh? Well, I am a 3rd year student in the BBA Marketing Management degree program at Kwantlen Polytechnic University. Prior to entering the degree program, I studied general business, completing my diploma in 2010.

So why did I decide to study marketing, and in turn, take the required 3311: Marketing in a Digital World course? To simultaneously meet both my left and right brain needs the needs. The left brain aspect of my personality is fulfilled by the structural necessities of the business side of marketing. Specifically, this part of me is thrilled to conduct metrical analyses and find better strategic ways of functioning.

However, I also crave having a creative outlet—and I feel marketing is the best field to satisfy this urge as well. This field truly appreciates those who wish to think out of the box; innovation is key. Therefore, when determining what field of study would be a good fit for personal development, I thought to myself “Why not pick a field that nurtures both of these aspects?”

However, there is more to me than schooling! I love to spend my free time experimenting with new hobbies; I’m currently learning how to sew on my grandma’s ancient machine (I’m making a pair of old-fashioned bloomers at the moment). I hope to develop my sewing skills and potentially design and construct some elegant rockabilly clothing.

Recently, I have developed a great passion for nutrition and physical fitness in an attempt to be the greatest version of myself. It’s true what they say, that being healthy is the greatest accomplishment. In fact, that reminds me of a quote from Mahatma Gandhi stating that “It is health that is real wealth and not pieces of gold and silver. “ So true, so very true.

Even so, I do love the occasional unhealthy splurge, with my favourite dish being a basic compilation of nachos (with all the fixings) paired with a refreshing Dr. Pepper. Dr. Pepper is the ultimate soft drink, in my opinion. YUM.

And lastly, I am an adamant cat lover with an abundance of useless knowledge on (almost) everything feline related. How can anyone not love such furry, elegant creatures? To leave you all with a fun cat fact: Did you know that cats are unique to all animals in the sense that they walk on their claws and not the pads of their feet? It’s true! (and annoying on hardwood floor… clink, clink, clink)

So there you have, Lisa Robinson in a nutshell.

Image Source:
iPandah. (2010, July 7). Nutshell Image. Retrieved January 14, 2012, from Pizza Pandah Blogspot: http://bit.ly/zka84V