5 Easy Marketing Tips for Personal Trainers and Fitness Instructors

A fitness business, especially if you are a personal trainer or fitness instructor, can be difficult to market. I'm a Certified Zumba Instructor so I know it can be tough to spread the word about your classes. 

These five easy online marketing tips will help you get started with your personal training and fitness business. It doesn't matter if you are a newbie instructor or have years of fitness experience under your belt, you need to jump on board and use online tools and social media to your advantage.

1. Create a Facebook page - First, sign up for Facebook (if you don't have an account) and create a Facebook page. Make sure you don't create a Group. You want to create a professional business page on Facebook. Invite your friends to sign up or pass along to your students and clients who are on Facebook. Make sure you connect to everyone you know but remember don't spam everyone either. 

2. Interact on fitness-related Facebook pages - Search for other personal training and fitness sites. For example, if you are a yoga instructor connect with other local yoga networks or instructors in your area. If you work for a gym or fitness center, like their page and ask permission from the owners/managers if you can promote your classes on their page (if they don't market your classes already). 

3. Join LinkedIn and start networking - Are you a personal fitness trainer who works exclusively with stressed-out business professionals? Think outside the box. Join LinkedIn and look for groups that are in need of personal training/fitness instructors. It also helps to join industry fitness and health groups on LinkedIn. This is a great way to share and swap marketing ideas. Just remember to be courteous and professional when interacting on LinkedIn groups.  

4. Post on Twitter  - Twitter is another great social media platform to cross promote your classes and personal training services. Use hashtags, especially if you want to catch the attention of local people who'd be interested in what you have to offer. 

5. Search online for guest blogging and interview opportunities - One of the best ways to promote yourself online is to share your fitness expertise. Use social media to network or conduct a Google search to find health and fitness-related guest blogger opportunities. Sign up for Help a Reporter Out.  Reporters and freelance writers are always looking for fitness experts for their stories. If you have a specific fitness niche, this will make you even more marketable. 

Word-of-mouth marketing will only get you so far so start spreading the word about your fitness business online. Best of luck! If you need more helpful hints and tips, please search my past blog posts that go into more detail about social media marketing and online reputation tips. 

Justin Bieber Is Not Newsworthy: Why Twitter Isn't Relevant Anymore

Justin Bieber has been in a lot of hot water lately, but is the Biebs really considered newsworthy? With everything else happening in this world, our crazy weather, etc., my vote is NO! This New York Times article agrees that Twitter isn't about the most important and relevant news anymore. Justin Bieber is definitely NOT considered relevant (big shocker):

"But by far, the most common refrain was something like this: “Why is this news??”

The simplest answer is that it wasn’t — at least not the most important news happening on that particular day. But Twitter isn’t really about the most important thing anymore — it stopped being about relevancy a long time ago. Twitter seems to have reached a turning point, a phase in which its contributors have stopped trying to make the service as useful as possible for the crowd, and are instead trying to distinguish themselves from one another. It’s less about drifting down the stream, absorbing what you can while you float, and more about trying to make the flashiest raft to float on, gathering fans and accolades as you go."

According to the article, Twitter really isn't about how many followers you have anymore:

"What does matter, however, is how many people notice you, either through retweets, favorites or the holy grail, a retweet by someone extremely well known, like a celebrity. That validation that your contribution is important, interesting or worthy is enough social proof to encourage repetition."

This article makes me wonder what's in store for Twitter's future, and social media in general. Will the "tweeting" novelty eventually wear off for the average social media user? Obviously, tweeting is still going strong. Celebrities are always getting in trouble for posting nasty tweets and "questionable" selfies on their Twitter. Is it all just a big publicity stunt these days, especially for celebs and those in the limelight?

Is Twitter really a popularity contest that feed people's inflated egos, and gives them personal validation through "likes"? My vote is a resounding yes. This applies to Facebook as well. Social media is a valuable marketing tool, in my opinion, but some people view and use social media as their own shallow beauty/popularity contest. And that gets old fast.

Do you use Twitter as a social media marketing platform? Do you think that Twitter has gone down the tubes? 

What Stops You From Telling Your Story?

Last week I wrote a pitch for a guest blogging spot for a health/wellness-specific blog. My friend forwarded it to me because of my background and journey with yoga. My friends and family know that I'm Miss Yogini and that yoga is a part of who I am. The criteria of the pitch was to send a brief synopsis about your personal health and wellness story. I sat and thought about it for awhile. I've had a long journey with yoga; yoga has played an integral part in my life and goes beyond just "exercise" for me. I couldn't imagine NOT practicing yoga and meditation. 

As I wrote my pitch, I thought about the twists and turns my life has taken over the years, and how yoga has been the glue that has held me together. I don't think I would even be an entrepreneur if it hadn't been for the positive influence of yoga, and how it's helped me mind, body and soul. No matter how stressful or crazy my day or week has been, I simply return "to the mat" and know all is right in the world...or at least, in my world.

People don't like talking about themselves. I have worked with clients who were "phobic marketers" because they did not want to come across as braggarts. The ego is a funny thing and can be a double-edged sword. But without your ego, you couldn't get up in the morning, put on your clothes and walk outside that door (or sit at your desk, if you work from home!). However, the ego has a mind of its own, and can also turn someone into a narcissistic show-off (as I have seen in social networking groups).

How can you tell your story without coming across like a fake or a boring windbag? Where & how do you start?

We all walk different personal and professional paths. Our experiences make us stand out and set us apart from each other. However, don't let your ego or your insecurities get in the way of telling people your story. 

If are shy and not sure how to overcome your story-telling barriers, try these tips below. Even if it's merely passing along sage business advice that your grandpa once told you when you were younger, that's a step in the right direction...AND it's definitely part of YOUR personal story. 

Create content that resonates honestly with who you are, and what your brand, products and services represent.

Whether you are the manager of a high-end retail clothing store or write ebooks about dog breeding, find your authentic voice and stick with it. The best way to tell your story is through blogging. You don't have to be a Pulitzer Prize winner to write a blog that captures readers' attention. And don't copycat other people's blogging style. Find a style that fits well with your business climate, industry and  your personal voice. Before you start blogging, research other blogs in your industry/niche to get a "feel" for what's out there. Check out my blog editorial tips. 

Do people know HOW to find you? Where can they read your story? 

• Is your bio hidden on page 5 of your website? Do you even have a bio? 
• Are your press releases and articles included on your website? 
• Make sure you have a section on your website or blog (About or Media/Press Section) that organizes your content in one place. It makes it easier for people to quickly find you and to learn about your story. 

When was the last time you searched online for your name or company brand?

Enter your name or company name into Google. What comes up in the search engines? If you don't have ANY information listed about you or your brand, that's not a good sign.

Sign up for a Google Profile and always include a warm, engaging photo on your social media networks. You don't want someone else telling your story for you...tell your own story! Make it easy for people to find you via your picture and online profiles. You want to stand out in a good and positive way -- especially if you have a common name. 

How do you share your story with others online (or offline?) I'd love to know! 

 

 

 

 

 

 

 

Is 2012 the Year of Content Marketing?

Social Media Explorer named content marketing as one of the top five 2012 social media trends, but hasn't content marketing been around for years?

"Content curation  was so last year. In 2012 we’re going broader; we’ll be talking about a marketing discipline called “Content Marketing.” It’s actually not all that new; in fact, some social media pundits have been talking about it for years . But 2012 is the year content marketing hits the social media trends list and the mainstream, because content marketing is now a concept that executives can finally sink their teeth into."

This is a promising trend for small business owners who want to market and sell their services and products, but don't have large budgets. Content marketing doesn't have to be costly. However, one of the biggest mistakes that companies make is they don't have a clear message and they randomly blast inconsistent messages to their social networks.

Do you notice social networks filled with followers and fans that don't even fit with the company's brand? Shot-gun content marketing won't work for 2012. Forget social media updates about what you had for breakfast. 2012 calls for finely-honed, strategic content marketing messages.

Before you even create your content, keep these tips in mind: 

1. Who is/are my target market(s)? WHO will resonate with my content? Research your markets and get inside your social media fans' and followers' heads: What do they like? dislike? their age, gender, education, hobbies, geographical location, etc. 

2. What key messages do you want to send to target audiences? Brainstorm and develop 1-3 key cohesive messages that set your brand apart.

• What do you want to tell your target audience about your brand?

• What do you sell & why should they buy your product or use your service?

• What sets you apart from other competitive brands on the market? 

 

3. Devise strategic content marketing strategies for social media and internet marketing: 

• Long-form (blog posts, press releases and articles)

• Short form (tweets, LinkedIn and Facebook updates, etc.)

• Conversation sharing (commenting on blog posts and videos, and link sharing)

Remember that content marketing is all about building trust with your target markets. You want to engage them in real, authentic ways. Don't use social media as a platform to sell your products 24,7. In 2012, take this marketing and sales tip to heart: it's all about 95% valuable content and 5% sales pitch when it comes to your content marketing

 

Missed Out On Cyber Monday Sales? Implement Facebook Marketing for the Holidays

Happy Cyber Monday! It's that time of year again. I did minimal Black Friday shopping, and spent my Friday giving my business locally.

As a Californian, I found this article interesting. This story shows how local Long Beach, Calif. businesses missed the boat by not utilizing social media to compete with national retailers. Ouch! 

"According to a National Retail Federation and Shop.org eHoliday survey, while consumers obtain information about retailers’ sales and promotions from various channels, nearly three in 10 (29.2%) will check a company’s Facebook page for more information, and about two-thirds (65.1%) will read customer reviews on the company’s website."

These statistics above tell the social media story. If you are a local business who didn't take advantage of social media marketing on Cyber Monday, it's not too late to implement "buzz marketing" strategies to boost your holiday sales.

Check out these easy Facebook tips to ramp up your social media presence for the holiday season:

• If you don't have a Facebook Business Page, then it's time to create one. Not every business is suitable for Facebook. But if you sell directly to consumers. then you definitely need a Facebook presence.
• Grow your fans organically and strengthen relationships. 'Tis the season so don't slack off on your Facebook fans. If you ask "fans" to like your brand/company, give them something valuable in return - discounts, coupons, etc. Your Facebook Page needs to be a two-way communication street. 
• Do NOT use your Facebook Page to SELL products. Don't come across as a spammer. It goes back to building and developing genuine rapport with your fans.
•  Install Facebook  "Like" buttons on your home page and product sales pages. This is an easy way to draw people back to your Fan Page, and interact with your customers and fans who like your products and services. 
• WHO are your target markets? No two customers on your Facebook Page are the same. What do they like? Dislike? What are their purchasing habits? Do they only buy products online based on price or convenience? Review and interact with their comments on your Facebook Page to dig for more information. Get inside the head of your targeted consumers, and figure out social media campaign strategies that will actually appeal to them. 

What social media strategies have you implemented to boost your holiday sales? I'd love to know! 

Why Excitement May Hinder Your Book Marketing

Whether you are a small business or a self-published author marketing your book, take a page from Naomi Dunford with IttyBiz. Inauthentic email marketing is a big pet peeve, and Naomi hits the internet marketing nail on the head in her latest newsletter.

Naomi has a great sense of humor and love this excerpt from today's newsletter.

 

"...And when she says "I'm so excited" because she can't think of anything OTHER people would be excited about, but feels obligated to say something anyway? We can tell. And honestly? We're all a little bit embarrassed for her.

 

Your homework for today!

 

Never tell anyone how excited you are about anything that has to do with yourself ever again. It's self-indulgent, self-centred, and makes you look like a moron. 

 

Stop talking about how excited you are and go do something exciting."

 

It goes back to what my high school English pounded into my head: SHOW not tell. 

 

PS -- thanks Naomi for the helpful tips...and for the belly laughs! 

 

 

 

 

 

 

 

Why Book Videos Are Making A Splash Online - Interview With The Glossary's Jeremy Dunning

This week I interviewed The Glossary's Jeremy Dunning, New Media Coordinator.

The Glossary is a Los Angeles-based company that designs and creates promotional book "video excerpts". Sending BIG THANKS to Jeremy for taking time out of his busy schedule to answer my questions. He shares and explains why book videos are the hottest promotion for authors right now.

The Glossary has graciously offered a 10% discount off their services to my blog readers so just contact Jeremy and mention you read his interview on my blog, and he can help you! Contact information: Jeremy Dunning, jeremy@theglossary.com

 

1. Please explain why video marketing is important to authors and why they should invest in video - especially for self-published authors who don't have an online presence and are starting from scratch?

Video is the most shared form of media on the internet and to understand its success, you need only look at how YouTube has become such a successful brand in just a few short years.  People like to watch videos, and more importantly, they like to share them.

Not only is video an effective way to entice prospective readers, it’s also the most social-media-friendly form of marketing available.  By using video, instead of just a text synopsis or blurb, you’re greatly increasing your chances that your book’s video will be shared with the people they know. In order to encourage readers to spread the word about your book, they need a form of media worth sharing.

Even starting from scratch, a great video can serve as the foundation of a successful web presence.  It’s the hook, the thing that’s going to get people to look for you elsewhere and hopefully buy your book. 

 

2. What are some of the innovative ways authors can use book videos as part of their internet marketing campaigns?

Your typical online distribution campaign is generally based around sharing the video on sites like YouTube, Twitter, Facebook, and hopefully catching the attention of lit-savvy blogs. But with each of these distribution channels, you’re competing not only with other book videos, but movie trailers, home videos, and funny cats.  

In addition to sharing on traditional platforms, creating a unique home for your video is a great way to set yourself apart. By giving each video it’s own website and URL, it becomes a destination that is easily shared with friends, family, and prospective readers without having to share its space with other content competing for the viewer’s attention. From these “splash pages” readers can view and share your video as well as find links to where your book is sold online.

But whatever you do, our advice would be to get creative!  Think outside the box of where your video can live on the web and how this can help turn viewers into buyers.

 

3. A lot of companies throw around the word "book trailers" but I noticed you don't use this terminology affiliated with the services your company offers.

We believe that one of the biggest problems with video book marketing is that it rarely celebrates what it’s actually selling--the written word. The Glossary was created largely due to our belief that the publishing industry suffers from a pretty serious identity crisis when it comes to marketing. Trailers are a fundamentally cinematic device. But books aren’t movies, so why are we marketing them as such?

Even when an author or publisher can spend the money on one of these expensive Hollywood-style trailers, they too often ring false. Why? Because they’re not selling you the experience of reading a book, they’re selling you the experience of seeing a movie version of that book.

We wanted to use video to promote books for what they are--books! To that end, we prefer to focus on the author’s own words to create what we call a “video excerpt” which is brought to life using interesting visuals and sound design.

This way, the author gets all the marketing benefits of using video, while still staying true to what they do best--the written word.

4. What advice would you give to authors who are just starting out with their internet marketing?

The internet is a wonderful tool for empowering the individual.  With a little technical know-how and a lot of hard work, you can successfully publish your book without the help of a traditional publisher, marketing company, or agent.  But just because you can, doesn’t mean you should.  

If you don’t have a strong knowledge base in a particular area--be it social media or creating a video--seek out some help.  You can have the next great American novel, but without proper marketing, nobody is ever going to hear about it.  Handle the parts of the process you know and are passionate about and leave the parts you don’t know, or dislike doing, to a professional.

 

5. Do you think we'll see a bigger trend with bestselling authors and book videos in 2012 or is the trend already happening? Are the traditional publishers using book videos more as part of their promotions? Your thoughts?

You can definitely see it trending more and more towards video.  Already, its hard to find a major Young Adult release that doesn’t have a video behind it. But the real question is, will the quality of the video content be able to stand up to the quality of the writing? So far, this hasn’t been the case, but we’re definitely optimistic for the future.

5 Email Marketing Traps Book Authors Should Avoid

I know it's tough to market your book these days. With all the marketing tools out there for authors, it can get overwhelming. 

This morning I received a query through my LinkedIn for an ebook. Since I market authors, I assumed it was an author inquiring about marketing assistance. After I opened the email, I noticed the author had included a "free copy" of his ebook and asked me to read his book and pass along to my friends and colleagues. I did not know this person and I didn't know anything about his work or his book (despite the fact that he has 600 plus connections on LinkedIn, that doesn't mean anything to me).

Spam is a HUGE pet peeve so it's important to understand what NOT do when you use email to market your book. This also applies to any product or service and not just books. 

1. Do NOT solicit or sell your book to someone you don't know or has not subscribed to your email list. That's just common courtesy and you want to grow your email list and not lose subscribers. 

2. Offer your email subscribers valuable content, articles, and free reports/downloads. How can you help people and offer assistance? Email marketing is not about pitching your book 24,7. It's about making real connections with people. Think of your sales funnel. Only about five to ten percent of website visitors will actually buy the first time they visit your website. You need to provide them with valuable information so they'll stay interested in you, as the author, and your book. 

3. Do NOT give away your entire book away via email. Many people think this is an effective sales tactic and will generate more interest and will make the book go viral faster. If your book sales aren't a priority and you want to use the book to market your business (specifically non-fiction authors), then you can go that route but that's an entirely different marketing campaign altogether. However, if you are a fiction writer and book sales are your number one goal, provide only a sample chapter of your book. You want to generate interest with your sample chapter - just enough to entice the reader to want to buy your book. Why would someone want to purchase your book when they just read it for free? 

4. Include videos in your email marketing campaigns. Viral video is hot for book authors. If you want to try a visual marketing tactic, create a book trailer video (stay tuned - I will be posting an interview soon about the importance of book videos). You can also take on the persona of your character in your video and talk about the book through the eyes of your character. You don't need to spend a lot of money either. Use your webcam or digital camera. The video only needs to be a few minutes long, and it also puts your face in front of your audience.

5. Be consistent with your newsletters.  If you start an e-newsletter, make sure you send them out on a regular basis so you stay in touch with your subscribers. If you only send out emails every few months, then people won't take you as seriously and they will probably lose interest in your book. With the hundreds of thousands of book choices people have out there, it's very easy to lose people's attention. Your newsletter doesn't have to be long but be consistent - if you send out emails monthly then keep up with that schedule! Automate your newsletters through your CRM software, and implement an editorial calendar to help you stay on track. 

If you are a newbie book marketer, take these tips into account before you blast out emails to your email subscribers. You don't want to see people opting-out left and right -- not a good sign! 

 

 

Good Customer Service Goes Beyond Your Company's Social Media

When I experience bad customer service from companies, I try to learn from the experience and ask myself: how can I better serve MY clients? It is also a good reminder for me that I wouldn't be in business if it weren't for my loyal clients. 

I find it disappointing that large corporations such as Toyota and Alaska Air have forgotten the basics of their customer service. Despite the fact that I shared my unpleasant experiences with their company on their social media, the buck stopped there. Alaska Air sent me a canned email response but it was a sad attempt to make up for the bad customer service I received. You would think they would bend over backwards to keep me as a customer since these companies have to be extra competitive these days. Few people are buying new cars in this economy, and people can choose Alaska's competition. 

It's one thing to respond to customer complaints on social media, but companies need to take it one step further to ensure that their customers walk away satisfied and happy. My suggestion to these corporations such as Toyota and Alaska: take your customer service offline and return to the basics.

Have I heard from Toyota since I received their canned "we are sending your complaint to our upper management" response on their social media? No. Have I received a letter directly from Toyota apologizing for the fact the dealer almost ruined my car because they installed the wrong recall part in my car? No. Have I received an apology letter from the local dealer where this happened or was I offered a complimentary oil change from the dealer to make up for what happened? No. If I had received an apology letter or even an offer of a free oil change, I would have a lot more respect for Toyota's commitment to their customers. 

Think about this stat and how an unhappy customer could negatively affect your business AND your bottom line:  

According to the White House Office of Consumer Affairs in Washington, DC, a dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people.

In this tenuous economy, companies cannot afford to lose customers due to negative experiences. As much as I tout the benefits of social media and online reputation management, remember to connect with your customers BEYOND social media. Treat your customers like real human beings and not just a number floating around the cyber ethers! And pick up the phone once in awhile to connect directly with your customers and clients. It's nice to hear a real, live voice -- make sure your customers know that you care! 

 

Aloha! I'm Maui Bound This Week!

I am taking off for sun and fun and will be in Maui on a much-needed holiday this week. 

In the meantime, check out my interview series with bestselling author Mark Yoshimoto Nemcoff - he is the first author to publish a book about Osama Bin Laden and his books have topped Amazon's Bestsellers' Lists!

Aloha - I'll see you in a week!

Google+: Will This Shiny New Social Media Wear Off?

Everyone has an opinion about Google+ so I thought I'd take a stab at it. I've used Google+ for over two weeks and am still learning about its bells and whistles. It feels more manageable than Facebook, and I like the Circles concept. Google has hit almost 5 million users, so obviously people are using it.

Ironically, Mark Zuckerberg is the #1 followed person on Google+. I guess he's making Google+ work in his social media favor. But that's not really saying much. It's also available as a Google+ iPhone app...get it while it's hot. Blackberry and Android users can also download the app as well.

What happens when the new social media shine wears off? Will we still, as social media users, swear by Google+ and forget about Facebook and other social networking sites? 

According to this PCMag article by Chloe Albanesius, Facebook and  LinkedIn still take the lead:

Facebook, meanwhile, recently confirmed that it now has 750 million users, but CEO Mark Zuckerberg said the company didn't publicize the milestone because user numbers are not as important as they once were. LinkedIn is also now the second most-popular social-networking service as MySpace continues to decline, TechCrunch reported. 

What do you think of Google+? Will its shiny appeal fade and should Zuckerberg be worried? 

How Bad Publicity on LinkedIn Can Be Your Business Downfall

As entrepreneurs, how can you grow business yet still stay under the radar? I answer this question on Mike Michalowicz's blog, The Toilet Paper Entrepreneur.  I weigh in on why negativity can hurt your reputation on LinkedIn. A big thanks to Mike for including me as a guest contributor. 

As I have mentioned in previous posts, online reputation management is one of my favorite topics. I've had my share of negative comments and attacks on LinkedIn. I just shake my head when I read these insulting, catty diatribes. How can these people possibly have clients? Why hasn't their competition snatched away business? Based on their comments alone, I wouldn't want to do business with them - not with that kind of negative, disrespectful attitude. It's sad that people resort to such immature behavior in the professional world. LinkedIn is about sharing and helping each other - not cutting down fellow business professionals every chance you get. If you wouldn't say it to your mother, then don't post it on your social media! 

How do stay under the radar while still growing your business? Check out Mike's blog - he offers great business tips including helpful social media information. 

The Business Innovation Debate: Can It Be Too Much of a Good Thing?

Businesses are told that innovation is a must these days -- but can it be too much of a good thing? I was a guest contributor on Hearpreneur and weighed in on the topic of businesses and innovation: Is there such a thing as too much innovation for businesses? 

Yes, I think innovation is too much of a good thing, especially when it comes to technology (specifically social media). I help my clients with their social media marketing and there is one common thread I see when we work together: they feel overwhelmed with social media and are like deer steering into headlights. They are on technological overload and the supposed social media experts out there feed on business professionals' fears. They send out the message: if you want to liked and be an overnight sensation, then you aren't anybody if you don't use social media. This is dangerous as NOT every company, market or culture needs to use social media.  Technology (and social media) won't be going away anytime soon, but the attitudes and mindset towards tech/social media needs to change.

Social media is just a tool and there is NO way people can keep up with all the latest and greatest innovative internet technology that hits us on a daily basis. You do not have to be everything to everyone and although, I am a big supporter of social media tools/apps, social media is not the end-all, be-all answer to bail out a failing company/brand.

Businesses need to stop thinking in terms of instant gratification and realize that the next big innovation that Zuckerberg or Jobs puts out there on the market, while it may helpful, may just be your downfall. Companies need to return to the basics – the human touch – and take their online relationships and networks offline.

Check out the other answers on Hearpreneur. 

Do you think innovation is taken too far when it comes to business? 

Do You Take Facebook's Like Button Too Far?

Everyone wants to be liked -- it's human nature. However, has the Facebook like button gone too far? I've been guilty of going crazy with the like button. Between my sister's litter of cute kittens and pictures of my equally adorable nieces and nephew, I tend to click away.

However, do we really LIKE what we are liking? Sometimes Facebook reminds me of my high school days. It makes me wonder if we are becoming conformists as a result of Facebook's like button -- and if people harbor a secret desire to be popular. The goal behind social media is for people to follow and like us. But HOW genuine are the people who click on your like buttons? Or do they just like you so you will like them back? Has Facebook turned into one big social networking popularity contest?

Don't get me wrong. I am pleased when my friends and fans like my Wall updates. I'm happy that they are pay attention and actually read my updates. I sometimes wonder if Facebook will take the leap and create a "dislike" button. Although, that might wreak havoc, ruin marriages and hurt feelings (and there is enough drama on Facebook already). Not to mention, Zuckerberg doesn't need more lawsuits on his hands.

Do you think people have gone overboard with the like button? 

Why You Need to Invest in Good Marketing Talent

After three days of battling a flu bug, I'm back in action. I'm slogging through emails and did battle with a Facebook hack job this moring. Aw, all in a day's work! On a positive note, I read a great article this morning 7 Business Mistakes You Ought to Avoid by Neil Patel. The flashing neon 'sign' that stood out for me was #3 Good talent costs a pretty penny.  He hit the nail on the head -- he goes out of his way to keep good people on his team. These pros may cost him more money, but they are well worth his investment. He brings up another worthwhile point: when you have smart people working for you, you don't have to worry about training or micromanaging them. I absolutely agree!

I wish more business owners and solopreneures would step up to the plate when it comes to hiring professional marketers. Marketing is such a catch-all term and not everyone is a marketer, but if you want to survive in today's market it's important to invest in a dynamic marketing team who knows what they are doing. Marketing goes beyond that quirky advertising exec and it even goes beyond social media tools. Even if you outsource and hire marketing contractors, marketing is a wise investment. If implemented correctly, you will see big returns on your marketing investment.

As a marketing professional, it's frustrating when prospects return my proposals with that dreaded statement: " Too expensive." I'm sure I'm not the only contractor out there who's been rejected because of their price.  My rates are competitive and fair. If people don't want to invest in their marketing, that's their perogative and I usually chalk it up that the prospect isn't a good fit for me and doesn't understand or clearly sees the value of my marketing services (even though I spell it out for them a, b and c). It's also frustrating when business professionals don't take the time to learn about how marketing can help them -- you can only hold a person's hand so much. However, I have my share of clients who really 'get' marketing; it's fun to watch when the light bulbs turn on and they see their tangible results.

If you don't have time to market your company, take Mr. Patel's advice and hire good people to work for you. Maybe the marketing techniques and tools you are using at this very moment aren't setting your business on fire (if they were, you wouldn't need to hire a marketer). That's exactly why you NEED a marketing professional:  he/she  can steer you away from what's NOT working and guide you in the right direction.

I work with a fantastic marketing company, Adapt Marketing & Design, who specializes in hospitality marketing. The owner, Ryan, is a 'big ideas' guy and he's smart --he knows his marketing but he also knows why he needs good people on his team. He has a complementary blend of artistic vision (his graphic designer) and a wordsmith (me, the copywriter) to balance out his team.

Leave your marketing to the professionals so you can concentrate on your customers and your business. 

Taco Bell Nose Dives With Freebie Taco Offer on Facebook

Poor Taco Bell. Despite the fact that Taco Bell is a household name around the country, their freebie taco offer on Facebook flopped.

Where did Taco Bell go wrong? Out of 6 million Facebook fans, only 3% actually took Facebook up on their offer. Not good, Taco Bell. 

Why would people take Taco Bell up on their offer when they already offer 99 cent tacos? You only have to turn on the TV; their ads are all over the place. So what's the problem? Exclusivity. Big deal - a free taco. But what if it was a brand-spankin' new taco that Taco Bell just launched? Aw, that might be the ticket, Taco Bell. Exclusivity captures people's attention - who wants to eat what everyone else eats? 

With these hot summer temps, no one wants to get in their car and drive over to Taco Bell to claim their taco (AND waste paper by printing out the free voucher). They didn't make it easy for their customers/fans. No thanks - I wouldn't waste my time either -- not to mention it costs more in gas to drive over to Taco Bell than the taco is actually worth.

Taco Bell didn't make it easy for customers to claim their freebie AND they didn't offer an exclusive freebie. I hope Taco Bell hires new marketing people, or revises their Facebook marketing strategies...and SOON! 

 

 

What Companies Benefit The Most From Social Media Marketing?

I came across an interesting poll on SmartBlog on Social Media. According to their informal poll (they asked feedback from marketers across the country), they wanted to know who benefited the most from social media engagement. 

Their informal poll indicates that business-to-consumers companies (32.08%) benefit the most. Ironically, celebrities came in second at 31.13%. I was surprised to see that business-to-business companies were at the low end of the spectrum (2.83%). 

Good news for B2C companies but where does that leave B2B companies? I dug around and found this source from BizReport. According to their research, B2B companies fully embrace social media -- 86% of B2B firms report using social media. However, B2B companies still fall short when it comes to consistency: "However, B2B firms aren't as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms." According to AMR International, 50% of B2B marketers analyze their metrics for ROI purposes and find online marketing to be more effective.

The 2011 Social Media Marketing Industry Report reports that "more B2B companies have been using social media longer (52.6% reported 1 year or more) than their B2C counterparts (46.2% indicated 1 year or longer)."

Whether you are a B2C or B2B company, social media can be a strong asset in your marketing arsenal. However, without a strategic social media marketing plan and consistency, your efforts might be wasted. Don't nose dive into social media without a plan first, and remember that not ALL industries are a good match for social media. 

 

 

 

media longer (52.6% reported 1 year or 

more) than their B2C counterparts (46.2%

Social Media Scandals & Weiner's Infamous Tweet

Social media can be your best friend, but it can also be your worst enemy. I wrote a blog post about how one word can ruin your credibility. In Rep. Weiner's case, it only takes one indiscreet photo.

I won't spend too much time on Rep. Weiner's guilty admission to the scantily-clad tweet he sent. I'll leave that to CNN. It's unfortunate that social media --once again -- has been used for unethical purposes. Charlie Sheen took advantage of Twitter for his own promotional purposes -- where there is celebrity smoke, there is Twitter fire. 

With politicians, scandal will follow at some point (i.e. President Clinton and Monica Lewinski, etc.) - that's a given. However, does social media platforms such as Twitter make it easier for politicians and celebrities to air their 'dirty laundry'? (no pun intended). 

I readily admit that I'm a news junkie and stay on top of late breaking news. After Rep. Weiner's awkward press conference yesterday, it makes me wonder where we are headed with social media. With just one Tweet, you could ruin your future or you could be famous (or both). On a positive note, PR agencies will never go out of business. 

 

 

 

 

 

 

 

 

How to Lose Your Online Credibility With Just One Word

I subscribe to my share of social media and marketing newsletters and follow other social media consultants. This morning I started to read a social media-related blog, but I stopped reading after just one word. What made me stop? It was the word ''funnest'. I know that some bloggers and writers use slang as a tongue-in-cheek approach, but I'm fairly certain this writer thought 'funnest' was proper English. At that point, I stopped reading the article and clicked off the site. She lost me at just one word. 

Because of the improper word choice she used (technically, funnest is not a grammatically correct word in the English language), I was immediately turned off because it didn't make her sound credible. Maybe the word 'funnest' doesn't bother other people, and I'm just one of many in her audience but she still lost me as a reader - with just that word alone.

Even though she may be the most credible social media resource in the world, I wouldn't know because I stopped reading. It's important as bloggers and social media users to be conscious of the language you use. Funnest might be acceptable on a parenting or children's blog, but it doesn't fit on a professional social media blog.

And inappropriate word choices go beyond just funnest. I dug around and researched marketing 'turn off' words. Advertising has its share of 'no-no' words that they don't recommend using. According to BusinessWeek, avoid these five cliche words in ads:

1. Quality

2. Value

3. Service

4. Caring  

5. Integrity

If you want to stay away from spam words, check out this list of 200 spam words to avoid. 

Be careful when choosing your words, and remember that your readers and social media followers actually READ what you write. It only takes one word to hurt your online credibility. 

 

3 Free Twitter Media Resources - How to Easily Find Journalists

You don't have to spend thousands on media lists anymore. You can easily track down journalists, editors, bloggers, etc. on Twitter. Remember to build a relationship with the media and don't use Twitter as an excuse to spam them or beg them to write a story about you or your company. Make a comment about their article/story and create a rapport with them over time (the same rules to offline media relations still basically apply). Be professional and read past articles to understand their writing style and focus. Also, look at who follows the media and follow influential industry leaders - another good way to target your Twitter followers. 

Here my top 3 recommended Twitter media resources:

1. MediaOnTwitter - This is a handy media database resource that breaks down journalists/writers by first name, Twitter ID and URL, media outlet, title and country. MediaOnTwitter makes it easy to follow media and stories that fit with your industry/company. 

2. Muck Rack - Subscribe to their daily email digest to get the latest list of journalists who contribute on Twitter. Muck Rack breaks down their 'beats' ranging from arts and entertainment to politics. This is a great way to search for late-breaking news in your industry and to connect with journalists who might be interested in your newsworthy story. However, as I mentioned above, don't spam the media. Reply to their tweets and stories in a real, genuine way.

3. JournalistTweets - Check out what journalists are saying on JournalistTweets. This Twitter media resource connects journalists with PR professionals. However, it's a handy way to research journalists by country and follow the latest scoop with industry news.  You can set up email alerts and track what journalists say about you and your company on Twitter.