Marketing Strategy

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Mobile First and Live Streaming Video Help You Succeed in Social Media

by Joanne Dolezal on 12th October 2018

The rise and rise of the smartphone and ‘mobile first’ strategies has meant that your customers expect to find you on their mobile phone. Sure, they’ll use a desktop or laptop sometimes, but they are just as likely to research, select and buy ‘on the move’ (on their mobile devlce).  The functionality on a smartphone, coupled with 4G broadband has enabled us to watch films, catch up on our favourite TV shows, follow vloggers and learn from ‘how to’ videos. The jump to live streaming video, where your audience can become part of the show, via comments or questions, is truly amazing.

Live Streaming Video

The world wide web has spawned dozens of social media platforms. We’ve gone from long, text-heavy social media to short and sweet posts, with photos and video.

Clients regularly ask me about the latest platforms and features. As you will no doubt know, video is increasingly popular, but in the last two years, live video streaming has becoming more accessible. Live Hangouts on Air (now YouTube Live), Facebook Live and Periscope are popular tools, and allow you to have guest contributors. Unlike GoToWebinar and Zoom, (as well as the many webinar tools) they are also FREE, so if you want to give them a go, there’s no big upfront investment required.

They’re also useful because you can usually access a recording of the discussion later on, although it’s not always easy to extract it for use elsewhere. Once you do, though, you have a recording that you can share again and again or repurpose for other platforms.

You do need to have a moderator, or co-host, as trolls can pop in and be really unpleasant on some platforms. If you are hosting alone, you will find it really distracting.

Top Tip: vary your media to appeal to different ‘learning’ styles. Not everyone’s a reader / listener / viewer

 

Mobile First = Right Time and Place

Your customer is increasingly mobile… and so are you. This means that your content can be accessed and consumed literally any time, anywhere.

You no longer have any control over the device your customers and audience use, so adopt a mobile first approach.  Your website, blog, social media and email need to look good on mobile. Full stop.

Google now penalises you if your website is not mobile friendly by not presenting you in mobile search results. But mobile friendly is more than just templates, images and fonts. It’s also the chance to create content in real time, on the go, capturing the moment.

Guess what… all the social media platforms have a bias towards ‘live’ social media activity versus scheduled.  So, make sure you have the apps for your social media accounts on your phone and get posting.

The Right Place

Success will depend on picking the right social media platform to connect you with your target customers.

I recommend picking just one, then adding more once you’re comfortable with each one and you know why you’re using it.

The most important thing, beyond finding your customers on social media, is making sure you show up only where (and when) you are welcome. Otherwise, expect to be ignored.

Top Tip: research and test to find the social media platform where customers are most happy to hear from you. Otherwise, you may just become ‘background noise’.

The Right Time

Scheduling your content requires a bit of advance planning, but it’s a more efficient way of working and allows you to create better content and posts.  Remember mobile first – if it works and looks right on mobile, it’ll work anywhere.

When you invest time in thinking and planning, you create something meaningful and of better quality. Quality trumps quantity every day of the week.

Repetition of messages, links to content (content seeding) and sharable content will help you reach your customer at the right time in their customer journey.

  Top Tip: ‘mobile first’ and mobile friendly – brief copy, clear images and subtitles for silent ‘viewers’.

The Right Message

Make sure you’re really making an effort to post content that’s interesting to your target customer, rather than just updates about your brand, products and services.

Have you developed your buyer personas yet? It will help you focus on them.

It’s fine to have a mixture of content formats and topics. It’s also fine to have some messages that are about you, your brand and products, but always flip it on its head: what’s in it for your readers?

Can you turn it into a benefit in some way?

Top Tip: your customer is at the epicentre of their own universe.

Remember, it’s all about them

Build It, or Buy It

There’s probably no point in buying followers, because they won’t convert to customers. It’s better to attract followers gradually, based on genuine affinity, as they may well want to become your customers one day. Using a scheduling tool can save you time and send out content on your behalf to keep engaging with these people.

Top Tip: bought contact data & social media followers are the hardest to convert.

Are your Goals for Social Media ‘SMART’ Enough?

There are so many different ways of communicating with people now, and like with learning styles, we all have our preferences. But, think about what your target customers really like, and give them what they want.

Top Tip: be selective, focus on quality and be realistic about how much social media can add to your marketing.

And the most important tip, last

Consistency is vital. Plan, schedule and post good quality content on a regular basis. Curate and share others’ good quality content too. Remember the 80:20 rule.

It may take a while to build you social media audience but ask yourself:

Question: How long do you intend to be in business anyway?

When you look at it this way, you can see why building a following doesn’t need to happen overnight.

We hope you enjoy the The Three Rs of Social Media Success.

Why not check out the other blogs in the series:

  1. The Three ‘Rs’ of Social Media Success
  2. Know the Right Place for Social Media Success
  3. How do You Know the Right Time for Your Customers on Social Media
  4. Get the Right Message: Get their Attention
  5. Build Your Social Media Following versus Buying Reach and Followers
  6. Are your Goals ‘SMART’ Enough for Social Media Success?
  7. Mobile First and Live Streaming Video Help You Succeed in Social Media

If you like video, check out our recording of this fascinating topic and give your social media a rethink.

Our new online programme Content Marketing Conquered is designed with you in mind. Based on our successful workshop series and latest strategies, we guide you to the top in 6 easy steps.

Ready to take the next step? Download your free Content marketing eBook today.

 

Photo by Rahul Chakraborty on Unsplash

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Joanne DolezalMobile First and Live Streaming Video Help You Succeed in Social Media

Content Marketing – Conquered

by Joanne Dolezal on 27th March 2016

Content Marketing ~ Conquered is a highly interactive full-day workshop designed to kick-start your Content Marketing journey.  Whether you’re an absolute beginner or have made a few false starts, learn how to get the ‘Content’ habit.

Content Marketing is fast becoming an essential skill for any business and with recent changes in Google, the question is no longer ‘if’ but ‘when’ are you going to start.

You will learn:

  1. why Content Marketing is now essential for your business
  2. how to create great content that works
  3. what Content Marketing can do for your website traffic, clicks and sales

Included in this 6 hour session:

  • the different types of content for B2B and B2C marketing
  • how each type of content works to promote you and your business
  • buyer personas v. customer segmentation
  • how to find your perfect ‘blogger’ type and get comfortable with creating content
  • essential copywriting skills – Expert Q&A (see below)
  • how to define your online value proposition or USP
  • how to use podcasts, webinars and video to promote your brand
  • Content Marketing for SEO – Expert Q&A (see below)
  • when to ‘buy in’ and when to ‘DIY’ content
  • ‘Paid, Owned and Earned’ Media – where to invest time and money
  • best content for different Social Media and Mobile Marketing
  • how to generate great content ideas every day

By the end of the workshop, you will have gained a clear understanding of how Content Marketing works and how to apply to your business immediately.

For more information or to find out if this workshop is ‘for you’ and your team, please call Joanne Dolezal on 07767 810 126 or email joanne@dolezalconsulting.com

This workshop can be delivered at your premises or a venue of your choosing.

This workshop will be delivered by Dolezal Consulting with support from Arttia Creative and Haydn Grey.

Joanne Dolezal is an experienced marketer who has presented on Content Marketing at NECC, ISMM, Cumbria, and North East Expo events and regularly applies it to clients’ marketing – to great effect. Joanne holds an MA Marketing and teaches Digital Marketing at NESMA.

Belinda White, Arttia Creative will be on hand to answer questions on SEO and Content for the web; Katherine Wildman, Haydn Grey will guide you through the fundamentals of copywriting for online content.

 

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Joanne DolezalContent Marketing – Conquered

What Digital Marketing Means for Business Owners

by Joanne Dolezal on 3rd October 2014

Digital Marketing (also known as Internet, Web or Online Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing through print media, live promotions, TV and radio advertising.

The rapid growth of Digital Marketing is due to ever-increasing access to and speed of the Internet.  Digital Marketing channels are increasingly effective at generating revenue and raising awareness.

Compared to traditional marketing methods such as direct marketing, trade shows and advertising, Digital Marketing often requires a much smaller investment (important for small and medium-size businesses and start-ups).  It also allows for accurate targeting and excellent reporting, making it far easier for even the lay person to judge whether digital marketing activities are having the desired effect or not.

The differences between tradition ‘campaign’ style marketing and digital marketing are:

Circular versus Linear

Digital marketing encourages you to research, target, test, modify and repeat and tends to be a continuous circular process of learning and modification until you get it right.  Traditional marketing campaigns take a lot of planning, but once they’ve ‘left the building’ there’s nothing you can do to change them.

Targeted versus Broadcast

Over time it is possible to gather and analyse enough data on your target customers that you save considerable time and effort communicating with them.  Either via email or mobile marketing, you can send direct messages to your target and past customers to build trust and loyalty.  Imagine how much time, money and uncertainty this saves you as you can track opens, clicks and conversions online.

Flexibility versus Committed

Because you have more control over the who, what, when, where of digital marketing you can control and modify the start and end of any activities within reason, rather than finding you are fixed into a longterm commitment that is either not working for you – based on digital metrics – or not generating the ROI (Return on Investment) you require. Response times are much faster too and campaigns can be set up and delivered in hours, rather than weeks or months.

‘Low’ or ‘no cost’ versus Expensive!

Print and broadcast media, whilst still effective at brand building, are beyond the means of all but a few businesses.  The proliferation of TV networks and channels, online publications and even digital broadcasting have meant that it is ever harder to reach the whole population but who wants to anyway?  You want the ‘right customers’ for your business as they’re more likely to buy from you.  ‘Laser vision’ trumps ‘spray and pray’.

The benefits of incorporating Digital Marketing in your Marketing Mix

It allows for accurate targeting and excellent reporting, making it far easier for even the lay person to judge whether digital marketing activities are having the desired effect or not.

What does Digital Marketing include?

Digital Marketing covers everything to do with your website, including Search Engine Optimisation – getting found online – and measuring where visitors to your website are coming from, what they’re at and which pages are most popular, among other things.

Driving visitors to your website, especially an e-commerce website, is essential if you want to achieve a healthy level of sales.  Tactics include Search Engine Marketing – anticipating and targeting the language customers use to find products and services like yours – and Pay Per Click advertising – display adverts online.

Social Media is also a Digital Marketing tactic and works well to raise awareness of your brand and create weak links: it takes time, thought and regular effort to build trust with potential customers.

Email Marketing and Mobile Marketing allow you to send targeted communications to a (potential) customers inbox or mobile phone.  Both require the recipient’s permission and are just as effective for Customer Retention as for Customer Acquisition.

Mobile Marketing in particular has evolved from SMS (text message) based communications to encompass Mobile ‘friendly’ Marketing, with developments in smartphone and tablet technology.  If your website is hard to navigate or looks too small on a smartphone screen – and 40% of Google searches are made on a mobile device –  you may be losing a lot of custom unnecessarily.

So what could digital marketing mean for your business?

Get in touch to find out more

Joanne Dolezal teaches Digital Marketing for North East Sales and Marketing Academy (NESMA) for the Chartered Institute of Marketing (CIM) and the Digital Marketing Institute (DMI).

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Joanne DolezalWhat Digital Marketing Means for Business Owners

Northern Secrets Ltd.

by Joanne Dolezal on 5th April 2014

Northern Secrets Ltd. was founded by Alex Jacobs in 2007 to serve incoming groups to North East England.  Alex was the youngest person to ever qualify as a Blue Badge Guide and along with a Tourism Marketing degree and hands on experience in the hotel industry, is well-placed to understand and serve this market.

Alex is half-German, half-Geordie and Northern Secrets ALSO has a major client based in Germany and Northern Europe.

The agency has grown from strength-to-strength over the past few years and needed an enhanced web presence and communications tools to support the next stage of expansion.  It was essential that all software and communications tools could be managed in-house and ideally, from anywhere, as Alex travels regularly on business.

Our brief was to help Northern Secrets rationalise and streamline customer communications and CRM, source a web developer/designer, support the website development, ensure integration and ‘user-friendliness’ of all software platforms and web-based tools with any offline marketing.

The project included Database Cleansing and Segmentation, selection of communications and CRM software, CRM and e-communications set-up and ‘launch’, new website with CMS (WordPress) and refreshed brand, and a comprehensive Marketing Strategy and Plan.

The brand refresh, new bi-lingual website design and build were provided by Arttia Creative.

Northern Secrets Ltd., Clavering House, Clavering Place, Newcastle upon Tyne, NE1 3NG

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Joanne DolezalNorthern Secrets Ltd.