Archive for ‘Marketing Tips’

October 14th, 2013

Facebook 101: What’s the Difference Between a Profile and a Page?

Facebook Fundamentals

It’s no secret that Facebook is the most-used social network in the US. However, because its capabilities for businesses are so different from the personal experience, many people still don’t understand some of the basics behind Facebook marketing. In this 4-part series, we will ask and then answer some questions about Facebook, from the more basic to the highly tactical.

Today, we’re going to look at some of the most fundamental aspects of Facebook. As you venture into Facebook marketing, you’ll want to be able to differentiate between profiles and pages, good content and bad content, etc., but asking these questions of the experts can be intimidating.

But they shouldn’t be! Everyone who is starting out on social media needs the basic knowledge to launch a successful Facebook marketing campaign. That said, here are 3 basic questions that you may have but are afraid to ask:

1. What’s the difference between a profile and a Page?

Put simply, a profile is for people and a Page is for companies. With a profile, users must request to be your friend (and then you have to accept them) before they receive content from you in their news feeds. Profiles come with features like Chat and gaming capabilities that are not available to Pages.

To create a profile, you have to sign up for Facebook from the home page with a personal email address, entering your personal information, not the information of your company.

A Page, however, requires a user to hit a button labeled “Like,” and content will start to be visible on his or her news feed. Pages are different as well in the sense that they must be created from an existing account, and different individual people (who have their own profiles) are assigned as admins.

Facebook Profile vs. Page

For example, if you search “Samantha Gale” on Facebook, you will find a personal profile with personal updates. But if you search 60 Second Marketer, you will see a picture of our CEO Jamie Turner and links to our blog posts and other relevant content. You can see what I mean in the image below:

Comparison.001

 

I have access to both of these timelines. But the difference is that I signed up for my personal Facebook using my own email address and information, and I can create Pages through that account.

If your goal is to market your brand, then you should create a Page. It should originate from the person who will have primary access to it. To create a Page, log in to your profile and click on “Like Pages” in the column on the left. At the top of that page, there should be a green button labeled “+ Create Page.” Facebook will prompt you through the rest.

Ideally, there should be more than one person attached to the page as an admin for the purpose of simple checks and balances. Once you have created your Page, you can edit admin settings from your dashboard by clicking “Edit page” at the top and then “Manage Admin Roles.” You should select someone who you trust and who is associated with your brand. Make them a manager to add a level of accountability.

2. What should I put on my Page?

After you’ve created your Page and have selected another admin, you should add content to your Page. You may have filled in some of this information while you were creating your Page.

Your contact information is imperative in social media. This includes a telephone number, email address, and most importantly web page that your fans can go to if they want to shop your site, learn more about your brand, or contact you outside of Facebook. Make sure all of this information is where it’s supposed to be — there are different places designated specifically for each method of contact.

Another thing you want to make sure you get right is your “About” section. This is not the place to go into a full company history or to detail your products and services. This is the place for a quick tagline, and maybe some contact info. The more detailed information (but only as detailed as necessary) belongs in the section labeled “Company Overview.”

Your profile picture should be your logo or another image easily identifiable with your brand. Your cover photo, on the other hand, can be a bit more creative. You can use text in creating your cover photo, but be sure not to use too much, or Facebook may see it as spam. Typically, the cover photo will change frequently as new promotions or events come and go. The profile photo, on the other hand, stays relatively consistent.

Facebook 101

The last things you should do before creating content are to make sure your Page is published and invite your friends to “Like” the Page. If it isn’t published, no one will ever find it, even if they search for it specifically. Likewise, if you don’t invite your friends, there will be no one there to see your content.

3. What should I post on Facebook?

The answer to this question is so loaded that people have entire blogs dedicated to exploring new ideas around it. But it can be answered simply: post content relevant to your brand and to your audience.

Now, what does that actually mean? Well, your brand has something to offer, and your audience is the pool of people who might potentially be interested in it. There are all kinds of ideas regarding promotions, contests, content marketing, etc., but here is a quick and dirty tip sheet for developing Facebook content:

  • Make posts visually interesting. People like pictures, so pair everything with a photo or graphic original to your brand that shares or links to relevant information in the caption.
  • Don’t be afraid to share other people’s content. Just because your company didn’t create it doesn’t mean it can’t be relevant. Just remember to position it to contribute to your brand rather than compete with it.
  • Be original. If you didn’t create the content, source it appropriately. Nothing destroys your credibility like someone accusing you publicly of plagiarism.
  • Watch your tone. Your posts should have a specific personality to them — a personality that you have hand selected to be associated with your brand.
  • Post regularly. No, it isn’t too much to post multiple times a day. Just make sure that each post is different from the last, and you will be rewarded with more exposure.

So by now you should be able to create a Page, set it up effectively, and begin developing content. Once you’ve been posting content regularly for a fair amount of time, you will be able to extract value from the analytics built into Facebook. Be sure to come back for part 2, where we’ll discuss how your content is discovered and how to boost its exposure!

About the Author: Samantha Gale is a writer and account manager at 60 Second Communications, a full-service marketing agency working with well-known brands around the globe.

 

Click here

Print Friendly

Archive for ‘Marketing Tips’

January 1st, 2013

11 Best Blog Posts from Dave Kerpen, Jay Baer, Erik Qualman and Others

4.1.1

I don’t know about you, but for me, the challenge with the internet isn’t that there isn’t good content — it’s that there’s so much good content.

People like Dave Kerpen, Jay Baer, Erik Qualman, Michael Stelzner and others are constantly sharing helpful tips and techniques that can help you grow your business. Because there’s so much good content out there, I spend part of my day just sorting through what I want (and need) to read.

With that in mind, I’ve selected 11 best marketing blog posts to help you kick things off for the new year. Each post has an insight or a tip that can help you make 2013 your best year ever, so take a spin through them. And feel free to leave a comment below with your favorite blog post so you can add to this list of the best marketing blog posts.

Here goes:

  1. Top 10 Unlikeable Companies of 2012 by Dave Kerpen. Dave and I are good friends and meet just about every week with Erik Qualman, Andrea Vahl, Chuck Martin and others on our Five Star Speakers initiative. This is one of my favorite posts this year, especially since GoDaddy is on the list.
  2. 26 Truths About Me and Convince and Convert by Jay Baer. This 5,000 word post was so good I printed it out and read it in bed while watching the New Year’s Eve celebrations. This is an amazingly transparent post with tons of great information about Jay and his team at Convince & Convert.
  3. Socialnomics Video 2013 from Erik Qualman. Erik is another good friend and a key player on the Five Star Speakers team. He’s best known as the author of Socialnomics and Digital Leader, which are both excellent books. If you haven’t seen his updated version of the Socialnomics video, check it out — Erik has an amazing ability to take simple statistics and turn them into interesting insights.
  4. How to Build a Platform and Get Noticed in a Noisy World by Michael Stelzner. This is actually a video interview conducted with Michael Hyatt. Michael Stelzner is the founder of Social Media Examiner (always worth reading) and Michael Hyatt is one of my absolutely favorite bloggers and authors. Get to known them both by checking out this post.
  5. Google Plus Emerging as a Back Door to Top Search Results by David Meerman Scott. I got to know David as he mentored me through the launch of Go Mobile and came away impressed with his desire to help others. Most of David’s posts are insights and perspectives on where digital communications is and where it’s headed, but this post is more of a “How To,” which is what makes it especially useful for members of the 60 Second Marketer community.
  6. The 10-Step Content Marketing Checklist by Sonia Simone and Brian Clark. Damn, I wish I was half as smart and eloquent as Sonia and Brian. And I’m not just saying that. Copyblogger continues to impress with great content that’s extremely well-crafted and articulated. The post mentioned here is just one of many great examples on their site. Check it out.
  7. SEO: 10 Secrets You Can Use to Get Google to Rank Your Website Higher by Lon Safko. There’s an interesting story behind this post. Lon, who is part of the Five Star Speakers team, sent us all an email with tips on SEO. I suggested that his email was so all-encompassing that it should be turned into a blog post. Now, a version of it is on Lon’s website (as well as ours!).
  8. 10 Ways to Grow Your Facebook Following by Andrea Vahl. When I have a question about Facebook, who do I turn to? Either Andrea Vahl or Phyllis Khare, both of whom know more about Facebook than anyone else I know. Check out Andrea’s post to kick start your Facebook initiative.
  9. Walking Before Running into Augmented Reality by Chuck Martin. Chuck is one of the smartest guys I know. This post from him offers some excellent insights into the world of augmented reality. Put on your thinking cap and check out this post. When it comes to mobile, Chuck is the guy.
  10. The Social Customer by Adam Metz. This isn’t a blog post as much as it’s a book by my friend Adam Metz. If you want to learn how your business can use social CRM to acquire, monetize and retain fans, friends and followers, check out this book. It’s packed with useful tips and techniques.
  11. Re-Branding, Re-Designing and Re-Inventing: 3 Signs it’s Time by Phyllis Khare. I’ll make one prediction for 2013 that I know will come true — some company in Southern California is going to hire Phyllis Khare to run their marketing and social media and will grow by leaps and bounds as a result. Phyllis is one of the authors on Facebook All-in-One Marketing for Dummies and knows this stuff inside out. This is a great post by Phyllis with some good tips on re-inventing yourself.

I hope you find these posts helpful. I know I have. And let me know about any other posts you think are worth reading in the comments section below.

Jamie Turner is the Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.He is also a popular marketing speaker at events, trade shows and corporations around the globe.

Comment.001

Print Friendly

Archive for ‘Marketing Tips’

January 23rd, 2012

What is Mobile Marketing?

If you’re like a lot of people, you might be asking, “What is mobile marketing?” It sounds like a basic question, but in doing some keyword research for the 60 Second Marketer, I found that “What is mobile marketing?” is the third most common mobile search phrase after “mobile marketing” and “mobile media.”

So, given that, I thought I’d shed some light on what mobile marketing is and how it’s used.

The definition of mobile marketing is pretty straightforward — it’s the set of techniques and practices that enable organizations to connect and engage with their audience in an interactive manner through any mobile device.

The tools and techniques that are used in mobile marketing included the following:

  • Mobile websites
  • Mobile apps
  • Mobile paid search
  • Mobile display (banner) ads
  • Location-based advertising
  • Location-based services (e.g., Foursquare, SCVNGR, WHERE, etc.)
  • Near Field Communication and BlueTooth (i.e., wireless communication between two devices)
  • SMS and MMS (i.e., text messaging)
  • 2D codes (i.e., QR codes, EZ codes, Microsoft TAG, etc.)
  • Mobile email

In Go Mobile (affiliate link), the book I’ve written with Jeanne Hopkins from HubSpot, we provide a roadmap on how to set-up, launch and manage a mobile marketing campaign.

What follows is an excerpt from the introduction in the book. It’s currently the #1 mobile marketing book in America, so if you like what you see, feel free to take a closer look by clicking here.

Here’s the excerpt:

“Are you curious about how to use mobile marketing to grow your business? Would you like to know how to use QR codes, mobile apps, location-based marketing and other mobile tools to increase your sales and revenue? And are you wondering how companies like Coca-Cola, Delta and Starbucks use mobile marketing to connect with their customers?

If so, we have some good news. That’s exactly what we’ve set out to do in Go Mobile. We’ve demystified mobile marketing and re-packaged it as a simple, easy-to-understand tool that you can use to grow your sales and revenue. The questions you have about how to set-up, launch and run a mobile marketing campaign have been answered in this book.

There are four primary mobile operating systems in the U.S. Percentages indicate total U.S. market share.

It’s worth noting that mobile marketing isn’t just an evolutionary new technology, it’s a revolutionary new technology. In fact, it’s a once in a generation shift in the way consumers connect with brands. And it’s going to have more impact than radio, TV and the personal computer – combined.

How can we say that? How can something as small as a smartphone be as powerful as radio, TV and the personal computer combined?

The reason is because mobile provides all three of those things (and more) in a small device that can be put in your pocket. There’s no need to be tied down by a big box that needs to be plugged in all the time. Instead, you (and your customer) can access it whenever they want and wherever they are.

In fact, research by Morgan Stanley indicated that 91% of all mobile phone users have their phones within arm’s reach 24/7. Additional research by Nielsen shows that the growth of the iPhone was 10 times faster than the growth of America Online.

It gets even more incredible. According to the 60 Second Marketer, there are 6.8 billion people on the planet, 4.0 billion of whom own a mobile phone. Do you know how many own a toothbrush? 3.5 billion. That’s right, more people own a mobile phone than own a toothbrush.

What’s more, Gartner predicts that by 2013 the primary way people will access the internet is via their mobile browsers. In other words, more than half the time someone accesses the internet, they’ll be doing it from a mobile phone. That has huge implications for how your business needs to connect with prospects and customers.

Given all that, it’s not surprising that you’re curious about mobile marketing and that you’re reading this book. After all, people like you have realized that mobile is going to be huge. No, wait. Strike that. Mobile is huge. And it’s going to get even huger. (Is huger a word? Why, yes. Just Google it from your mobile device if you don’t believe us.)

Is Mobile Marketing Right for You?

The starting point for anyone interested in diving into mobile marketing isn’t to run out and develop an app or set up a mobile website. Instead, the starting point is to begin by asking yourself, “is mobile marketing right for my business?”   

With that in mind, we’ve come up with a handy little checklist designed to help you figure out if mobile is right for you.

Mobile marketing is right for your business if…

  • You need new customers
  • You want existing customers come back more frequently
  • You want to improve your profit margins
  • You need to appeal to a broader audience
  • You want to differentiate your brand
  • You’d like to improve your marketing ROI
  • You want customers to spend more money each time they buy from you
  • You’re looking for new distribution channels
  • You want to grow your market share
  • You want to be in front of your customers 24/7

See where we’re going with this? The odds are pretty good that one or more of the items listed above is important to you. Who doesn’t want more customers? Who doesn’t want to improve their marketing ROI? And who doesn’t want to differentiate their brand?

5 More Reasons Mobile Marketing Might be Right for Your Business

If the list of reasons above wasn’t enough to get you started in mobile marketing, here are five more that will almost certainly help you along your way.

  1. It’s easier than you think. Setting-up, launching and running a mobile marketing campaign is easier than you may think. If you’re interested in getting a helping hand, reach out to an SMS service provider, your digital advertising agency or a mobile ad network like AdMob, iAd or Millenial Media. A quick phone call to any one of those entities will help you understand just how easy it is to get started in mobile marketing. (Of course, reading this book will help, too.)
  2. There’s a huge untapped mobile audience. The mobile audience is huge, which leaves a large gap between the amount of marketers targeting mobile users, and the actual amount of people using mobile devices, like smartphones. This means that now is the ideal time to test out a mobile marketing campaign for your business to see how effectively it can build your brand and sell your products.
  3. Mobile converts prospects to customers. The conversion rate for many mobile marketing campaigns is dramatically higher than the conversion rate for traditional campaigns. eMarketer reports that 1 in 10 people currently redeem mobile coupons, which is 10 times higher than the redemption rate of some traditional coupons channels.1
  4. It costs less than traditional methods. The cost of running a mobile marketing campaign is currently less than the cost of running many traditional marketing campaigns. Because of that, the ROI of most mobile campaigns is higher than other marketing channels. What’s wrong with a healthy ROI? Nothing.
  5. People respond to mobile. Just like it’s easy to start a campaign on your end, it’s also easy for customers to opt-in or respond to an ad through a click of a button on their smartphone. Easy sells; and more people are willing to reply to a text message or a mobile banner ad than are willing to clip a coupon out of a newspaper.

The bottom line is that there are amazing opportunities for any business interested in taking a dive into mobile marketing. Better still, mobile marketing is not that hard. If you have a basic understanding of marketing, it’ll be a piece of cake. And even if you don’t have a basic understanding of marketing, it’s incredibly easy to learn.”

If you’d like some quick tips on how to get started in mobile marketing, check out the video below from the 60 Second Marketer YouTube Channel. It includes some additional tips on how to get started in mobile marketing quickly and easily.

Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.He is also a popular marketing speaker at events, trade shows and corporations around the globe.

Print Friendly

Archive for ‘Marketing Tips’

November 15th, 2011

How Complex is a Marketer’s Job Today? This Chart Has the Answer.

In 1965, you could reach 85% of the TV viewing audience by running just 3 TV spots. Today, in order to reach 85% of the viewing audience, you’d have to run over 125 commercials. This statistic alone is proof that a modern-day marketer’s job is much more complex than it used to be.

The chart below, shared with me by the kind folks at ExactTarget, drives home the same point. In the early 1990s, marketers had a handful of tools that they had to manage. Today, the number of tools a marketer needs to manage has grown by more than 500%.

Given the complexity of running a marketing campaign these days, I wouldn’t be surprised if the three martini lunch started making a comeback.

Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.

Print Friendly

Archive for ‘Marketing Tips’

August 16th, 2011

How to Ask Your CEO for a Bigger Marketing Budget

If you are like most managers, when it comes down to it, you are downright scared of being direct and to the point and telling your CEO in no uncertain terms, “I want more money for marketing!”

Think about it.  There’s a conspiracy that encourages people to bury their most important wants and desires. Many management consultants advise using probing and consultative questions to draw people out.  They say to avoid being direct and straight-forward.  People hem and haw and they are even afraid to ask you what they want to ask you the most. They feel vulnerable about being honest and up-front. It petrifies even the best of us!

Yet when it comes to being successful in business, being frank, open and clearly asking people to give you what you want is what wins the day.  

John Baker, a veteran Fortune 25 management and leadership consultant and author of the new book The Asking Formula – Ask For What You Want And Get It, says the world would be a better place if marketers were totally up front and said “I’m selling windows today; are you buying?”

Is asking for a bigger marketing budget at the top of your to do list? If so, here are some tips on how you can ask your CEO for a bigger budget.

Baker spent several years studying the fears and trepidation people demonstrate in situations across the whole spectrum of human interactions. He concluded that people do not know the best way to get what they want. He then documented the simplest tactics and strategies that he observed in the people who were getting exactly what they were after.  His discovery was absolutely earthshattering in simplicity.

Very simply, the most successful people ask for what they want. Then they give the three very best reasons that explain why it makes perfect sense to say yes.

Here’s an example.

A company intrapreneur has worked for months with the target top executive, created a devastatingly beautiful project plan, addressed scheduling and pricing issues, developed an integration plan, customization plans, a communications strategy, etc.   After all of the time, effort and energy he knows that he has overcome the financial, technological and even the human issues with flying colors.  What he doesn’t know is if the executive will commit the marketing money needed to set it all in motion.

Even the most experienced, young and old are often stumped over asking someone for a clean and final decision. They stumble and bumble their way through touchy feely talk about their hobbies, the weather, their pets, family or weekend plans, anything but what they are really after.

Oh sure, all sorts of experts tell you that it’s important to build a relationship, or you have to draw out the prospect, or listen for buying clues, and any number of other items, but the crucial, bottom line issue is that they never get around to asking the big question.

Yet the quickest and best way to ask for the answer you need is to go right up to his client and say:

“Will you please approve the marketing budget now? I‘ve answered all your questions. You’ve seen the correlations between multiple repeat tests and predicted results.  You’ve expressed support for the all the ideas and everyone is standing by.  You’ve seen how everything works, how well integrated it will be, that it’s going to make a real difference. How about it?”

“It is crucial,” Bakers says, “to identify the exact most important request, and brainstorm before you decide on the best reasons. Each reason needs to be carefully selected from a larger number of options and be backed by three important facts.”

It’s about that easy, and the power of this strategy is more than a little amazing. Baker has shown that this method can be successfully used to penetrate difficult accounts, close difficult sales calls, shorten a sales cycle, protect price margins, reduce meeting time, speed up Powerpoint presentations, structure personnel reviews, sales letters, company communications with suppliers, corporate memos and even email messages.

What’s more it is proven to be quite helpful in corporate and business personal interactions with personnel, especially with supervisors and staff.

And it really helps if you put your money here your mouth is:

“Let’s implement the plan as follows. You approve the budget today. I’ll meet with your top three Directors by the end of the week. We’ll finalize the deployment, assign responsibility for the action items, identify the start date and set the implementation schedule, and document the action planning on the company-wide calendar. Then we’ll kick things off and monitor the progress and the results each day. And it will happen in less than a week!”

“Conversations are clearer and there is less misunderstanding and I earn lots of points for being thoughtful”, he says.

Baker’s formula has three key rules:

  1. Only offer information that is meaningful.  The rest is trivial.
  2. Get to the point and ask for what it is you want.
  3. Be quick about it.

Building a relationship is great, but taking responsibility and delivering the results is what builds trust. The biggest problem with never getting a direct answer, is that it gets in the way of the real progress. It’s pointless. It wastes time and effort. It allows for procrastination. It enables people to avoid rejection. After all, if you are busy probing the needs of the prospect you don’t have to risk actually doing the work.

Can you image a vendor at a ballpark consultatively selling you a hot dog:  “On a 1 – 10 scale rate your level of discomfort with your hunger?”  “Tell me your main objective with the hot dog?” “When you had a hot dog before, how satisfied were you with the mustard and ketchup ratio?”

Isn’t he more effective when he just yells:

“Hot dogs, hot dogs, come and get your hot dogs!”

Just give me the damn hot dog!

 

John Baker has held top leadership positions in sales, client service and operations in Fortune 25 companies for more than 25 years.  John is a graduate of the University of Minnesota with BA and MBA degrees. He is a member of the National Speakers Association, a noted speaker on topics of leadership, leader development, and building winning organizations. John lives in Minnesota with his family. His new book The Asking Formula – Ask For What You Want And Get It is scheduled for late fall 2011 release. For more information visit www.theaskingformula.com

Print Friendly