Isn't it time we started telling bigger stories than this?
When Julien Smith and I wrote The Impact Equation, we had a very specific goal in mind: help people get attention, understanding, and eventually a relationship of value. We built the book around the premise that well-defined goals were needed to craft ready-to-understand ideas, and that people could build a platform to spread those ideas to a network of people who cared enough to share those ideas with others. That's the simplest possible summary of the book.
What people maybe thought they were getting was a book about social media and social networks, about marketing and campaigns. Some people believe that's what Julien and I do. Social media are a set of tools. They're not all that interesting to talk about in and of themselves. The "gee whiz" has left the station. We want to talk about action– or if you'll pardon the self-reference, impact.
There are details and technologies you must master if you want to succeed. But that's the keyboard-level and tactical part of what you'll do. We wanted to give you something more encompassing.
The strategies around and behind The Impact Equation boil down to 5 Cs.
Any company can "do" marketing. But the companies that can consistently create marketing people love are the companies that really get noticed.
Problem is, lovability is kind of a hard thing to synthesize. I mean, how do you quantify exactly why the brands you love elicit those warm and fuzzy feelings inside of you?
Sometimes it's their copywriting, other times it's their design sensibility, sometimes it's just the way they talk to you on social media -- but it's not the easiest thing in the world to replicate for brands out there trying to create more lovable marketing. But, we're going to try to explain it (so maybe you can replicate it) anyway. This post will highlights some brands that we think consistently create lovable marketing, and explain exactly why their marketing is worthy of such adoration. And of course, this is not an exhaustive list ... please share the many other companies out there that do this in the comments.
Before We Begin, What's This "Lovable Marketing" You Speak Of?
Social Media plays an increasingly important role in many business marketing efforts. It's one of the pillars of a successful Inbound Marketing strategy, and with as little as 6 hours of dedicated effort a week, a small business can see improved sales results. While increased usage is great sign that business is adapting, there are some all-to-common errors that prevent business owners from taking full advantage of everything social media offers.
It's particularly important since recent research has shown the average time spent using social media is increasing. According to research from HubSpot, more than 85% of Internet users have Facebook accounts and 49% are on Twitter. In other words, your prospects are using social media.
Since social media has a 100% higher lead-to-close rate than outbound marketing, it's important to eliminate the stumbles.
Here are 5 simple tips that will help you reach your prospects more effectively using social media:
According to the latest industry data and statistics, small businesses in the United States are turning to and relying upon social media for marketing like never before.
Not surprisingly, Facebook and Twitter are the top destinations for companies of all sizes with commercial products and services to promote.
Based on the research from BIA/Kelsey's Local Commerce Monitor, small businesses spent an average of $1,190 in these media and marketing areas in the last year.
That's an increase from the average of $876 spent during the previous 12-month reporting period, eWeek confirms.
Small businesses are also turning more to mobile platforms and the advertising and promotion formats that ride on them. In the latest survey, 14.7 percent of respondents reported having a mobile Website, with another 22 percent saying they intend to add one within the next 12 months. That figure represents a healthy rise in the percentage of SMBs that reported having a mobile Website during the Q4 2011 survey (8.7 percent).
Forget everything you ever learned about conversion funnels and traditional online marketing when thinking about social (media) marketing. When it comes to social marketing you can't simply expect customers to flow seamlessly through a series of steps as if being pulled by gravity as funnel analysis implies. It's time to embrace the concept of getting your customers to walk or run up the down escalator of social marketing.
When it comes to traditional online marketing (banner ads, email marketing, pay per click ads), you are marketing to people's wants. You've done your demographic studies, you know what keywords they're looking for and you simply created ads that appeal to that audience at a particular point in their buying cycle. When your creative is effective and people click through to your website, you can allow the site to generate its own gravity to pull (guide) their interactions through a series of steps, to their ultimate goal. These steps comprise your conversion funnel.
With social marketing, you're reaching people at a completely different stage in the buying cycle. Frequently social marketing reaches people so early on that they might not even know what they want. They have no idea what the prize is at the end of the social engagement. It is through multiple social interactions that you will ultimately encourage them to walk up the down escalator to reach a prize they don't even know they wanted yet. A prize they perhaps didn't know existed when they took their first steps towards the escalator.
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