If you think you don’t need a social media specialist
, think again! Since 2010, job listings for social media experts have shot through the roof; in just over 3 years, social media opportunities on LinkedIn have grown over 1300 percent. Why?
Well, for starters, an effective social media strategy requires careful planning and management of postings and promotions, regular analytics and reports, and the production of quality content that will interest your target audience. Do you, as a business owner, have the time to juggle all of that plus
your other responsibilities?
It would be challenging to say the least, unless you’re super human. Are you superhuman? We didn’t think so! Social media specialists spend their days (and some nights) working hard to make sure that your online marketing clients see a return on their investment. A social media specialist’s greatest challenge is to make quantifiable progress for clients by increasing website traffic, page hits, and referrals from other sites in a way that boosts the potential for consumerism. It’s all about timing and content – knowing what content to post for your target audience and when
to post that content. But that’s also part of the fun! Our specialist loves watching ‘likes’ and Google search rankings soar as a result of his efforts.
According to Ruby Porter’s own online marketing coordinator David
, social media connects businesses to their consumer demographic, but going about it the right way requires skill and tact. “If you say the wrong thing or have a typo,” David explains, “you can lose recognition very quickly.” This is where a copywriter comes in handy; the input of a skilled writer can help to minimize content misfires and mistakes.
At Ruby Porter Marketing + Design, our social media wizard works closely with our word nerd to present a cohesive and consistent online marketing campaign for each and every one of our wonderful clients. To learn more about the benefits of hiring a copywriter, check out next week’s blog post!
If you’re interested in our online marketing strategy and would like help from David and the rest of our team, contact us
Along the same thread of our most recent blog post about trading loyalty cards for genuinely positive and memorable interactions
that will inspire consumers to revisit your brand, we thought we’d have a little fun this week and share a few examples of what we
consider to be superior customer service: #5:
In October, a Netflix subscriber named Norm was treated to an exciting role-play experience
with a Star Trek infatuated service rep. Is this real life?? #4:
A Gaylord Opryland Hotel customer desperately tried to hunt down the exact model of the hotel’s alarm clock since she loved it so much, but it wasn’t available to the public. Then, a kind gesture
from the hotel’s staff made her a lifelong loyal return customer! #3:
This last Christmas, Luka Apps saved all of his gift money to buy a Lego Ninjago figurine, which he then lost at Sainsbury’s. Luka wrote a letter
to Lego, and the company was happy to replace his Ninjago! #2:
Author Peter Shankman, while boarding a flight, jokingly Tweets, “Hey @Morton’s – can you meet me at Newark airport with a porterhouse when I land in two hours? K, thanks. :)” Morton’s delivers
We saved the best for last; this example of exceptional customer service is downright hysterical. Zappos’ customer support rep dubs himself ‘Captain Anomaly’ and proceeds to write the best apology letter
we’ve ever seen.
Did you take notes? We hope so!
A social media specialist
is essentially an internet wizard who:
- Drives traffic to websites in order to improve the client’s online presence
- Inspires engagement and interaction by sharing content that is relevant to the target audience
- Promotes content by advertising, promoting, sharing, link-building, and posting content (original or otherwise).
- Identifies and grows target demographic using social analytics.
- Cultivates a relationship with the target audience.
In order for a business to be successful these days, its marketing leaders must recognize that adaptability
is key. More specifically, adapting to – and taking advantage of – the growing influence of social media will help your business to remain a front-runner of modern day media.
We’d also like to note that developing and implementing an effective social media strategy isn’t as easy as it sounds. Because social media is so widely accessible and using various platforms is relatively straightforward, some think that it means playing on Facebook and Twitter all day.
Okay, it does… but it also means a lot of hard work, too!
Check back in with us next week to get the inside scoop on the complex daily routine of our very own social media wizard, David.
Last week, we explored the idea that loyalty programs are losing their influence
. The Cliff Notes version of our opinion is this: a loyalty program’s job is to drive a consumer to feel such
dedication to a brand that they go out of their way to come back for more. Our question is that if the goal of brand loyalty is to create a unique experience that excites consumers, why are contemporary marketers all dancing the same loyalty program jig?
We think that it’s time for brands to remedy this problem by changing their tune. Instead of using price incentives and loyalty cards to drive and measure consumerism, why not focus energies on creating a genuine experience
that leaves clients, customers, and shoppers feeling good? After all, Maya Angelou said it best: people will forget what you say, and they will forget what you do, but they will never forget how you made them feel
“Man, that robotic recital about XYZ rewards card really made my day!” … Said no one, ever. But a genuine compliment from a friendly cashier, or a salesperson who offers to carry out groceries? What about a brand that strives to provide a seamlessly positive consumer experience?
Now we’re talking.
Where do we find loyalty? We find it in the Raider’s fan, the Twi-hard, the Gleek, and the terrifying mob of shrieking 12-year-old Beliebers
. We don’t find it – at least not in its truest form -- in the checkout line at Albertson’s or Best Buy. But why not?
To be frank, it’s because loyalty programs have lost their luster
in the retail world. The whole point of a loyalty program is to encourage and reward consumers who show a firm and constant dedication to a brand, but when loyalty cards become just as commonplace as shopping receipts, businesses and corporations are left with little more than their competition has. To drive home this point, let’s consider a metaphor:
Think of your dog. If you don’t have one, that’s fine. Think of your child (same idea, since dogs and children are basically equitable in terms of classical conditioning
… although we think children are arguably more adorable). Now, let’s say you go to a class with your dog (child?) and every time he does what he’s supposed to, you give him a bite of something tasty. He quickly learns that if he loyally
obeys your command, he will be rewarded with a special and delicious treat! Unfortunately, when you arrive at class the following day, you find that the game has changed. Now, when your dog does what he’s supposed to, everyone in the room offers him a treat.
Suddenly, it doesn’t matter where he goes for his reward: all that matters is that he does what he’s supposed to do.
Similarly, we have a myriad of loyalty programs for the modern consumer that together perpetuate the message that “as long as you shop, it doesn’t really
matter where – because wherever you shop, someone, somewhere will reward you!” The takeaway here is that loyalty programs are no longer unique, and therefore their efficacy is diminishing – rapidly. So, how do brands create a loyalty program that leaves consumers wanting more? Stay tuned for next week’s blog post to find out!
Media buyers are individuals who are skilled in the procurement of advertisement space at the best possible price. A media buyer purchases time for your company’s ads on television channels and radio stations, billboard and publication space for your company’s print advertisements, and online space for your company’s digital ads. Having a media buyer on board is extremely beneficial for businesses that aspire to utilize premium ad space at the lowest possible cost.
Another important aspect of a media buyer’s responsibility is to reach as many consumers as possible while spending the least amount of money. A media buyer must also monitor their target audiences and the industry’s buying strategies closely in order keep up with changes. This enables them to stay ahead of the game and continue to capitalize on low investment/high return advertising opportunities. In addition to fulfilling these responsibilities, media buyers also interact closely with clients, media planners, and media sales companies. Essentially, the media buyer’s ultimate goal is to get the best bang for your buck in terms of advertising space as well as the impact it will have on the intended audience.
Creating a Facebook page for your business isn’t as hard as it may seem! Simply follow these steps from your personal account:
- Log in to Facebook.
- Under the “Pages” tab, select “Create A Page.”
- Now, you should be able to choose what type of page you would like to create: local business or place; company, organization, or institution; brand or product; artist, band, or public figure; entertainment; cause or community.
- Once you select your category, you can begin to fill in information about your business or product.
- Click the “Get Started” button to create your page.
Once your page has been created, it’s important to remember that the more information you share, the more “likes” you are likely to gain! Here are some tips for effectively managing your Facebook page:
- Write a brief “About” section. It should be long enough to get your point across, but short enough that readers don’t have to click to read more.
- Make relevant and interesting status posts and updates several times per week such as:
~ Links to interesting articles or videos
~ Links to your website
~ Promotions, discounts, etc.
~ Company news
- Include your website URL in the “about” section so that visitors can quickly and easily investigate what your business is all about.
- Post a logo picture and a cover photo.
At Ruby Porter, we specialize in social media and online marketing. If you need help managing your social media presence, contact us!
“If you think good design is expensive, you should look at the cost of bad design.” – Dr. Ralf Speth, CEO, Jaguar Sometimes, small business owners avoid hiring a graphic designer in the hopes of saving time and money – but are you really better off without a graphic designer? We don’t think so, and we’ll tell you why!
A graphic designer….
1. Helps your brand stand out from the crowd.
These days, it’s more about graphics and less about text. Since that’s the case, it’s important that the graphic designs made for and by your business effectively
communicate who you are and what you offer. A graphic designer is skilled at making designs and logos
that maximize the attention you get from potential clientele.
2. Brings your ideas to life.
Some of us are great at generating ideas, but not so great at communicating them accurately and efficiently. Besides, even if we were
good at it, there isn’t enough time in the day for us business owners to “wear all the hats." In addition to saving time, a graphic designer transforms our thoughts into visually appealing representations of our ideas.
3. Increases the professionalism of your business.
Pretend that two companies with the same services want you as a client. One company’s website is polished and professional looking, while the other’s is a mess of advertisements, clipart, and misaligned text. Which company would you choose to work with? A graphic designer will help you to present a polished, professional, and aesthetically appealing business image
– one of the keys to your success!
4. Saves (and earns) you money.
Creating your own graphic and then taking it to a printer only to be told that your graphic needs to be revised and reprinted can be devastating, both to your wallet and your sanity! Graphic designers are trained to use cutting edge design software and they know exactly how to prepare a graphic for the printer. Hiring a skilled graphic designer from the start is guaranteed to boost both your savings and
To the left is our Graphic Designer, Ariel. She’s armed with weapons of mass creation!
Few things are worse than a prehistoric marketing plan
. How can a business effectively reach consumers if the only marketing tool they use in this digital era is snail mail? The answer is simple: they don't. Adaptation is essential for any company that wishes to keep up with its consumers. The goal is to reach the target audience using as many platforms as possible. With technology on the rise, a digital marketing strategy is key
. Here are a few examples of how to adapt to changes in the economy for your current and potential customers: 1. Keep an eye on your customers.
What do they like? What do they want more of? Is your target audience changing? 2. Pay attention to the economy.
Are you overpriced? Underpriced? Is your product in high demand or low demand? 3. Watch for new competitors.
Are there any successful new start-ups that might give you a run for your money? Or -- from another perspective -- that you might be able to learn a thing or two from? 4. Monitor changes in technology.
Which social media platforms are popular and which are losing steam? What new technological advancements have been made that you may be able to capitalize on?
By adapting quickly to the changing times (incorporating social and digital media into advertising campaigns), you are building the foundation for a timeless business.
One of the most essential components to the success of any business -- large or small -- is a thoughtfully devised marketing strategy. Inspiring consumer enthusiasm isn't just about having a great product; it's about knowing who
can get excited about your product and how
to get them excited about it. First things first: what is marketing strategy and why is it so important?
Marketing strategy is described by the Times 100
as "a long-term plan to achieve certain objectives." (1) Without an effective plan in place, businesses run the risk of failing to meet consumer demands. Developing a proper strategy requires that businesses clearly articulate their objectives and help to facilitate a better understanding of how to reach consumers. Marketing strategy inspires both small and large businesses to do the following: 1. Identify the target audience.
Understanding the demographics of your customer base and evaluating what consumers want will position your company to effectively reach your target audience. 2. Establish a brand and culture that excites that audience.
Your brand, culture, and marketing techniques should capture consumer interest and foster brand loyalty. 3. Determine, prepare for, and satisfy consumer demands.
Part of an effective marketing strategy includes the anticipation and satisfaction of consumer demands. What does your target audience want? Why do they want it? When do they want it? How do they want it?
These are all important aspects of your business that a marketing strategy should address, enabling you to keep up with the demands of your customers in an ever-changing world.