To produce good content, brands will need to get out of the mindset of old-school publishing. No, you generally can't ask for the sale in that piece of content. No, it's not an opportunity to list all of the benefits of your product or service. It is however an exercise in reflection and creativity, and an opportunity to build trust.
There is no shortage of "gurus" or "experts" in an exploding social media field, but do they really have the experience, skills and understanding to support your business and boost your social capital? If you are looking to hire someone as your internal community manager, or to outsource your social media, please consider the following.
Summer in Canada is short. For four months of the year, the majority of Canadians are heading to patios, beaches and national parks -- anywhere they can soak in the sunshine and try to forget about the frigid winter that just passed. To truly win over consumers we need to provide timely value and relevance with every touch point.
I became fascinated by what it takes for someone to become known for their expertise, and over the past two decades, I've honed the skills of positioning people and organizations as experts. To advance professionally, we all must demonstrate and share our expertise, putting ourselves and our talents into the spotlight.
Regularly visit sites similar to your own and engage with their readers who ask questions or share posts. These active readers are exactly the kinds of people you want on your site too and you already share an interest. You should also engage people who share your posts on their social media platforms by asking questions or liking their content too.
In 2013, one of the most common refrains I heard while selling print ads to small business owners was "We are concentrating on our online advertising". There is no doubt there is, and should be, an upward trend towards owning your online footprint. However, the idea of marketing exclusively online for a brick and mortar business is unwise to say the least. Conversely, an online business should not close their minds to traditional advertising.
Online shopping activity rises as shoppers search out great deals or look for ways to alleviate some of the holiday stress that comes with location-based shopping. So, how do you ramp up your online marketing strategy and increase sales this holiday season? I suggest focusing your efforts on the following areas.
I have a challenge for all creatives out there. Start with "no." Begin all of your presentations about campaigns and concepts assuming that every single person in the room is going to object. Don't get defensive or offended. "Nos" are healthy. Assume no one believes you. Back up all of your assumptions with data, examples and hard facts.