A few months ago, I was referred to a new customer by a colleague of another customer. Since most of my new business is referral based, I spent extra time getting to know the business of the new customer and understanding how we could help. As is quite common in the Digital Marketing industry, the project as described originally by the client turned into something a lot more extensive. What started as SEO consulting for an eCommerce site, blossomed into social media marketing, being the webmaster, blogger and web marketing analyst. Needless to say it has been a blast learning a new industry, business and making a new relationship with my client. I am also grateful for the opportunity to share a small success story about it.
What’s the biggest indicator of digital marketing success?
Dollar signs of course! And we saw a significant increase in the number of sales in Q4 2013 compared with all previous sales on the website. We started optimizing the website in August and adding the other responsibilities in September. As you can see from the chart below, the numbers speak for themselves.
“You cannot improve one thing by 1000% but you can improve 1000 little things by 1%” – Jan Carlzon Former President & CEO of the Scandinavian Airlines Group (SAS)
What are your favorite success stories from 2013? Please share in the comments below.
One of the things I love most about working in the Internet industry is that we never stop learning. There is always something new to try and offer our clients and I personally love learning just as much as I enjoy teaching. We’ve recently been hard at working learning as much as possible from top Social Media Experts at the Social Success Marketing Summit. The following Pinterest Contest Guide was inspired by a recent webinar by Melanie Duncan.
How to Run a Successful Pinterest Contest
Running a Pinterest contest is a great way to gain new followers, increase traffic to your website, obtain new leads, and increase sales for your business. Within this guide, we will discuss useful tips and guidelines for running a successful contest on the Pinterest platform.
Pinterest Contest Do’s and Don’ts
1. Read Pinterest’s anti-spam guidelines and contest guidelines.
2. Remember that Pinterest is all about inspiration.
3. Reward inspired pinning.
4. Make it easy to participate and make your guidelines clear.
5. If you are going to reference Pinterest in your contest, review their branding guidelines.
1. Ask Pinterest to sponsor or promote your contest. This is greatly frowned upon!
2. Make people pin or repin your contest rules.
3. Run a sweepstakes in which each action (pin, repin, new board, follow, like) counts as an entry.
4. Require comments or any other potentially spam-related behavior.
5. Require a minimum number of pins.
6. Ask for votes with pins, repins, boards, or likes.
Strategy & How to Build a Contest
One of the most important aspects of running a Pinterest contest is having a strategy. Before starting your contest, determine your guidelines, the goal of your contest, and what you will award to winners.
1. Contest Type
The first step in building a successful Pinterest contest is determining your ultimate goal.
a. To gain more followers: Require entrants to follow you on Pinterest.
b. To gain traffic to your website: Ask entrants to create a new board with your company’s name in the title and have them pin their favorite images from your website (and other images about your company) to the new board. You can also run a campaign similar to this with the goal of increasing brand awareness.
c. To increase sales: Offer a select number of items for a possible giveaway and ask entrants to pin their favorites. Another option is to have entrants pin images of them using your product.
Once you establish your contest goal, create a clear outline of contest guidelines for participants. Keep it simple so your contest is easy to enter. You’ll receive more entries this way!
2. Contest Marketing
a. Don’t limit your contest promotion to Pinterest. Instead, utilize your other social networks, your website, and your mailing list as channels on which to promote your Pinterest contest.
b. Create an eye-catching contest page on your website and use this as “home base” for your contest. This gives participants a gateway to your website as well as a location to refer back to after the contest is over. This is also a great place to host key images you would like to see pinned as part of your contest.
c. Create an eye-catching “pinnable” image to help launch your contest and spread the word. This should be colorful, include your brand, and include a call to action such as “pin to win”. This should also include a buzzword such as “promotion” or “giveaway” and mention of what the prize will be.
3. Selecting Winners
There are three main ways to select a winner for your contest:
a. Collect votes. (For example, a “like” counts as one vote and a “repin” counts as two votes.)
b. Judge based on criteria such as the number of repins an entry received or pin creativity.
c. Run a sweepstakes and select the winner at random. (try a service like www.random.org to help you with this one)
Whichever method you choose, be sure to be up front with entrants in your contest guidelines!
4. Contest Follow-up
a. If you collected email addresses for all participants, notify them of the winner via email and offer everyone a discount or other small prize for their participation.
b. If signing up on your mailing list was not an entrance requirement for your contest, notify contest winners via pin comment and also update the contest page on your website to reflect this information.
Additional Pinterest Contest Tips
• Choose a great prize! Tangible items tend to work best.
• Whatever your method of notification, offer a small, limited-time discount to all contest participants. This will continue to drive interest and sales.
• Run your contest for approximately 10 days to prevent your promotion from being too short to be noticed or too long to keep people interested.
• After your contest ends, change the text on your website contest page to let participants know that it has ended and that you will inform them when the next contest begins. Have a form available for them to sign up on your mailing list.
• Pinterest offers “Pin It” buttons for you to use at: http://business.pinterest.com/widget-builder/#do_pin_it_button
Do you have any successful contest campaigns you want to share or questions about Pinterest? Please post in the comments below.
Knowing and understanding your Twitter Statistics is a good way to motivate yourself to continue posting quality content on the Twitter network. Posting on Twitter is as much about knowledge sharing and listening, as it is about having conversations and networking in up to 140 characters at a time.
Until a couple of weeks ago, we used to be able to track our Twitter Grade using a free tool which was offered by Hubspot called Twitter Grader. Sadly, this tool has been retired and replaced with Marketing Grader. Marketing Grader has some benefits, but I know there will be a lot of people missing Twitter Grader. That’s the problem with free tools though, the developer may decide to discontinue offering them at any time.
So where do we go to measure the success of our Twitter presence?
1. Twitter Counter will show you how long you’ve been on Twitter and allow you to compare your twitter handle with one other handle at a time. It will also show you your worldwide reach and provide simple charts showing your growth. If you want to track your Twitter follower growth you can do that with a free version of the account as well. The pro version offers a lot more detail including historical data, number of mentions and retweets, and PDF reports. The pro offering looks like a great option for agencies.
2. RetweetRank will allow you to measure yourself up with a retweet rank number and percentile. If you log in with your twitter account, you’ll see how many retweets you’ve received and tweets you’ve posted over the past week. If you want to specify a date range to get more of those statistics, you’ll need to upgrade to the pro version, which starts at $5/month for a personal account. There is a 14 day free trial though, and I believe the best way to learn is to through playing, so I encourage you to try it before you buy it and get to know your Twitter retweet ranking statistics quickly.
3. Tweetstats has lots of pretty charts for you to drool over and all it requests is a donation. This one is well worth exploring, just know that it may take a bit of patience before it shows you all of your (or your competitor’s) Twitter statistics and charts.
There is also a new analytics feature that Twitter itself has recently rolled out. See http://analytics.twitter.com It started out being only available to Twitter advertisers, i.e. people or businesses who advertise on Twitter. Stay tuned to see if Twitter rolls out analytics for individual accounts holders who are not yet advertising.
What are your favorite tools for measuring Twitter statistics? Do you miss Twitter Grader? And what do you think about Marketing Grader? Please share your thoughts in the comment area below.
Promise to keep them and you’re one step closer to making it with social media marketing. Promises is the seventh P in the new P’s in Marketing. The previous several posts on this topic are explained here.
“Package it up to look pretty.”
“Pack in a great punch line.”
“Where’s the hook, please?”
“Position the message.”
These old marketing tactics are soon to be replaced by authentic referrals, real value, pride and passion. Brand influencers are worth more than gold and social media is relentless about brands that don’t live up to their word.
Think about all of the review sites. Yelp! Amazon.com reviews, TripAdvisor etc. People are all too willing to share their experiences of products and services for the greater good of the community.
Promises are often made too lightly causing law suits for false advertising and negative comments about your brand or offering. Afterall, happy customers might tell a few friends, but angry customers 3,000.
Since we’re in a world of word of mouth, promises made are even more important to keep, because if you don’t keep your promises, the community will out you and your shady marketing in less time than it takes to even say your company name.
So what are your thoughts? Do you have other words and/or concepts starting with P to add to the list? Do you follow the 4 P’s in Marketing? Do you think it’s time to shift to the 7 P’s instead? Please add your comments (and promises) below.
To be social means to have and form partnerships of all kinds. Whether it’s a partnership in the form of becoming a fan or follower, a friendship with a high school classmate, a business partnership or simply a meetup group for learning and expanding your contacts, partnerships are prevalent in marketing today. They always have been, but if you look at the most successful businesses today, it’s those that have been most strategic and smart with their partnerships.
Google’s Larry Page and Sergei Brin were the original dream team who started Google. They then hired Eric Schmidt to create a partnership that resulted in the beginning of profits for the company. Google purchased many a young startup company including Blogger, Picasa, and YouTube and those partnerships even if they were acquisitions has served to increase profitability exponentially over time. Google also partners with its customers by helping them make money for themselves through their core product, Google AdWords. They provide many tips, tools and tutorials for advertisers and reward customers who are performing well with better pricing and higher rankings.
Facebook has partnered with several third party application developers, (such as Votigo and Involver) service providers (like Spotify and Instagram) and game developers (like Zynga) in order to keep their user base. We partner with twitter users every time we reciprocate a follow, retweet or enter into public conversations. No solitary person can exist in a vacuum and certainly no marketing can happen without anyone around. In the conversation economy, word of mouth is a world of mouth. People and partnerships are crucial for business and even more crucial in social media marketing.
What are your favorite examples of winning partnerships in business today or from the past? Please add your thoughts in the comments area below.
Brian Solis said, “Participation is marketing.” This has never been truer than with social media marketing. We cannot market unless we participate and being there and showing up is actually just one part of the success model.
Rosabeth Moss Kanter said in a TedX talk called the Six Keys to Leading Positive Change, that the keys all include “ups.” They are:
1. Show Up
2. Speak Up (Use the power of voice to shape and influence others’ thinking)
3. Look Up
4. Team Up (Partners matter)
5. Never Give Up (Everything looks like failure in the middle)
6. Lift Others Up (Find your inner Nelson Mandela)
All of the above keys embody participation. If you’re just dipping your toe in the ocean of social networks and social media marketing, jump in, because in my humble opinion, learning through experience is the only way to learn.
Although very similar to Place, in origin of the word, proximity is important in social media marketing because of our evolution to being consumers of smart phones, and mobile devices. With Social Mobile Local (SoMoLo) comes many check-in applications where people can share their exact location and thereby vote for products and venues based on their visit to a particular store, restaurant or other venue.
Proximity indicates where you are located in the world, whether near or far and allows for marketers to effectively create value for you based on your physical and geographic location.
Proximity has opened up a whole new way of marketing for local businesses including those brave enough to try group buying coupon/deal services like Groupon, LivingSocial, Bloomspot, and Yipit (to name only a few). Proximity is about place, but it’s not about the marketer wanting to have the product on the shelf at eye-level. It’s about reaching out to people who are already nearby or who have friends nearby, providing value in the form of convenience and connection. It’s about reaching people where they are, ie. adding value instead of paying for placement.
How are you using proximity and SoLoMo in your business?
“Hire for passion, train for skills,” is a quote I heard on a recent Social Media Examiner podcast. The people that are the most passionate about what they do are the ones we remember most; they are also the most prolific and usually the most profitable.
What would happen if you hired a social media manager who was your number one fan? Passion is admirable, charming and inspiring. It’s positive, decisive and purposeful. It’s about pleasure and growth through pain. That love and obsession with something is what pulls us through the hard times and leads to pure happiness and ultimate satisfaction.
You won’t find a more driven and determined person than that person who is most passionate about your (or their own) brand, business or project and success.
So, look for passion first, then train them or collaborate with them to reach your goals. And if you’re thinking along the lines of volunteers or brand influencers, seek the most passionate there as well. It’s not only sex that pays!
Whether the purpose is connecting with friends and family or sharing recommendations, social networks provide the means and people are embracing the privileges that come with having a voice and being heard.
When you are posting status updates, each one should have a purpose. That’s why we don’t post what we had for lunch, unless it has meaning in the big picture of our business. For example, if you were a food critic, nutritionist or personal trainer, you might post what you had for lunch as part of your offering to your customers, but most other posts about what you ate are just gratuitous.
Marketing with purpose means value is (price, i.e. value for money) provided. It’s also the solution to a problem (or the product, which solves the problem). Purpose is personal, unique, relevant, practical, objective, sensitive and engaging.
Why does your business exist? What is the purpose of your product? What purpose does your offering have to your customer? What is the purpose of this communication? By understanding these answers completely, you’ll know exactly how to provide value to your customer.
Often your purpose will be similar to your strategic vision or core business idea. It dictate all actions and tactics that the company takes. Take Red Bull for example, their tagline (aka strategic vision/core business idea) is “…Gives You Wings.” The purpose is then to make people feel like they have wings when they consume the product, but also throughout all marketing and branding.