I’m noticing a bit of a trend;
What I’m noticing is that with an increasing number of business owners and marketers buying into the power of social media, that there is also a bit of a trend away from traditional media.
And by traditional media, I’m including online ads, mobile ads, and other similar media options, not necessarily just newspaper, print or other such archaic media.
Are you noticing this as well?
Clearly, there are some really simple explanations for this occurrence. Budgets are budgets, so if you increase your spend toward your social media efforts, you’re going to have fewer dollars for traditional media. Also, you have limited capacity to think about and focus on your business – there are, after all, only 24 hours in a day – so if you’re focusing your attention on social media, you have less attention to give to media and advertising. I’m sure there are more, but I’ll stop there.
This said, planning and investing in social media and traditional media shouldn’t be mutually exclusive. In fact, there can be huge benefits to planning the two in tandem. Even if your focus has dramatically shifted toward your social media and content marketing efforts, I urge you to consider how traditional media and advertising can help you achieve your social media goals, which remember, should be linked to real business goals.
Promote your content
You can be producing the best, most relevant and meaningful content imaginable, but if nobody consumes it, it will have literally zero impact. Promoting your content with traditional media can drive incredible traffic to your content, and can probably be more targeted and efficient than you might think.
IMPORTANT CONSIDERATION: When developing creative to fill your media placements, be sure to showcase or clearly indicate the value that you are offering in the specific piece of content you are hoping to promote. Pair this with a compelling call to action and you’ll be well on your way to generating a huge influx of traffic to your content.
Establish your business’ positioning and grow your communities
Advertising through traditional media can be an amazing way to establish your business’ positioning. If your positioning is meaningful to your targeted consumers, this can increase the conversion of your media impressions to social media community growth.
Additionally, a result of the investment required to purchase media space, for many businesses a proportionate investment in advertising creative is also justifiable. The benefit of this is that with a few dollars at your disposal, you might find that you’ve got production options available that will help you further solidify your business’ positioning, thus increasing the aforementioned conversion even further.
IMPORTANT CONSIDERATION: Try to think of your business’ advertising in the same way you think about social media content. Make sure it adds value to your consumers by making them feel something, think something, or learn something. If you can accomplish this with your ads, you are again going to be able to increase your conversion of media impressions to social media community growth and exposure.
Increase the ROI of your social media efforts
Social media marketing is an investment. For many businesses, they are lured to social media with dreams of overnight international fame and wild success. The reality, as you know, is that it takes an incredible investment of time and resources to build and sustain meaningful activity on social media.
Driving traffic to your social media properties with traditional media can be a great way to put the growth of your audience into overdrive, which will give you more people to engage with, to share your content, to provide their input and feedback, and generally it will make it easier to accomplish your goals. Yes, you will be making an investment in traditional media, but your existing investment in social media will yield greater returns.
IMPORTANT CONSIDERATION: Ensure that your traditional media dollars are being spent wisely by creating a media plan that is laser focused on your target demographic. You can broaden the reach of your media, but if the audience you are advertising to falls outside of your target demo, overall efficiency will be low and returns on the influx of traffic to your social media properties will be hurt.
So, don’t discount the value of traditional media and advertising just because you’re having a bit of success with your social media marketing. As discussed, traditional media can contribute significantly to your social media efforts by promoting content to broader audiences, establishing your business’ positioning, and can increase the ROI of your social media marketing efforts.
Don’t think of social and traditional media as being mutually exclusive. They are, in fact, incredibly complimentary, and when used together properly, can yield results greater than what will be possible independently.
How do you use traditional media and advertising to enhance your social media marketing efforts?
It would be amazing to discuss this with you further in the comments, or on Twitter @RGBSocial
For any business that is knowledge-based, ideas are typically thought of as being the currency of their organization. Ideas are the basis of their product, the centre of their value proposition, and their competitive advantage. For these reasons – which are entirely valid – ideas are typically held close to the chest and are protected as carefully as a newborn child.
While being protective of ideas seems to make a huge amount of sense, there are a number of incredible opportunities you could be missing out on as a result.
The amazing thing about ideas is that there are always better ones. Always. By giving away your ideas, you are forcing yourself to be innovative, to think of new ideas, and to think of better ideas. Holding your ideas close will keep you from being innovative and propelling your business forward. While your business holds ideas close to its chest, others are pushing the envelope, developing thoughts that are truly unique, and creating huge value for their clients in ways they never thought possible. Sounds exciting, right?
Proves Your Value
Knowledge and idea-based businesses continually face the challenge of having to prove their value to prospective clients. Giving prospects your ideas for free will prove what your business is capable of, mitigate the risk involved with choosing to work with you, and establish your organization as a trusted source of value.
Acknowledging that the purpose of case studies is to demonstrate the proven effectiveness of your idea-based solutions, there is still an inherent risk that prospective clients must take to work with you – no matter how relevant and impressive your case studies. At the end of the day, they don’t know whether you’ll be able to replicate the value your business provided other clients. Additionally, there will always be an inherent skepticism about case studies because by their nature, they are designed to show-off your organization’s highlights, and ignore all of the failed ideas that were sold to other clients.
Increases the Chance of Making Your Business, and Your Clients, Famous
How many incredible, award-winning ideas do you need to pitch for one of them to see the light of day? Chances are that this happens so infrequently that you don’t have an answer to that question. Increase your chances of selling an incredible idea by pitching more of them. Don’t wait to be paid to pitch an idea. Don’t wait for a client to ask for an idea. Simply put, don’t wait. Just share your ideas, stand behind them, sell the hell out of them and demonstrate why they’re game-changers, and I’m sure you’ll have greater success actually bringing ideas to life.
What benefits have you experienced by giving away your ideas?
What do you see as being the pitfalls of giving away ideas?
As always, it would be great to hear from you in the comments, or on Twitter @RGBSocial
Image Credit: Veer
More and more, people are using multiple devices simultaneously or sequentially. In fact, a recent Google study showed that 90% of people use multiple screens sequentially, moving between devices to accomplish their goal. While the study didn’t provide an equally all-encompassing stat for simultaneous device use, they did state that 77% of people who watch TV do so with another device (49% with a smartphone, and 34% with a PC/laptop), so it’s safe to say that a huge percentage of people are using multiple devices simultaneously.
A challenge for marketers is how to tap into this behaviour in a way that will amplify your brand’s message, provide value to your targeted consumers, and provide a seamless experience from device to device.
Following are three tips for how to tap the power of consumers’ simultaneous or sequential multi-device use:
OPTIMIZE YOUR CONTENT FOR EACH PLATFORM
Your content needs to be optimized with each device’s strengths and weaknesses accounted for. Your 40 page downloadable .pdf probably provides a huge amount of valuable content to consumers using a PC, but on a mobile device, it’ll take forever to download, might require a separate app to open, and involves a time commitment to read that is probably longer than the average person’s session time on a mobile device. In this case, keep your points short and concise for people on mobile devices and forego the option to download your .pdf as it will provide a poor experience and might frustrate your consumers.
ENSURE CONTEXTUAL RELEVANCE
It is critical to have a firm understanding of how your targeted consumers use various devices. When you get to know how they use their smartphones, tablets, PCs, televisions, e-readers, and mp3 players, you’ll be better equipped to provide a seamless experience for your consumers on the devices they naturally use for various tasks. Further to this, try to avoid forcing your consumers to use a device in a way that isn’t contextually natural to them. They won’t change their usage behaviour just because you want them to, so don’t waste your time trying. To gain a better understanding of how people use various devices, I encourage you to read Brian Solis’ article, We are now a society of multi-taskers and multi-screeners. To quickly highlight a few key observations, people tend to use PCs to be productive and keep informed, smartphones to stay connected, and tablets for entertainment.
TAP SIMULTANEOUS DEVICE USE TO ENRICH EXPERIENCES
I’m willing to bet that you can’t think of the last time you watched television without your smartphone, tablet or laptop at least partially dividing your attention. Think of ways to create meaningful brand experiences on these devices that are relevant to the content your consumers are watching on television to provide truly immersive brand experiences. An example of a brand that hit an absolute home run providing an immersive multi-screen experience is Heineken’s Star Player football app that allowed fans to apply their intuition and knowledge of football to a competitive real-time smartphone game when watching Champion’s League matches on television.
Simpler, more cost effective ways to tap the power of a simultaneous multi-screen experience include augmenting your content calendar to generate relevant discussion during programming you know your consumers will be watching, or creating contests or promotions that require viewing relevant content (think digital scavenger hunts or trivia questions).
Consumers’ attention is becoming increasingly fragmented across devices, which means you need to figure out how to engage with them in ways that use this fragmentation to your benefit. Finding ways to streamline consumers’ experiences when transitioning from one device to the next, or enhancing experiences with simultaneous device use, is key for engaging consumers in a multi-screen, multi-device world.
What considerations do you take into account when creating content or brand experiences for your consumers?
Do you have any case studies you’d like to share of who has done this particularly well?
If you have any thoughts you’d like to share, please do so in the comments, or on Twitter @RGBSocial
Frequently when we look for social media, marketing and advertising inspiration, we look to the big spenders and huge brands in industry publications. There are, however, some small businesses that are doing a pretty amazing job with their marketing, product offerings, and social media marketing that can be just as inspiring.
Meet Burger’s Priest.
Burger’s Priest is a local Toronto burger joint that has two locations. They specialize in simple, traditional, fresh, incredibly tasty burgers. In addition to their fantastic burgers, they do a few things from marketing and social media standpoints that are also quite special.
Consistent Brand Story
From the naming convention for their burgers (the Priest, the Vatican City, Noah’s Arc, to list a few), to visual branding, to their hours of operation (closed Sundays for church), the Burger’s Priest brand story stays consistent across the board.
LESSON: To maximize impact, it is critical that each consumer touch-point contributes to building your brand’s story. Whether you are designing packaging, developing advertising collateral, choosing uniforms, or determining a voice to write with on social media, make sure that you are consistently representing your brand for maximum effect.
Create Value By Providing Exclusive Information
The in-store menu at Burger’s Priest is quite short – maybe 7-10 items max. They also have a ‘secret menu’ available online. While the ‘secret menu’ is not all that secret, it gives those who know about it a sense of exclusivity and that they possess insider information. On numerous occasions while waiting in line waiting to place an order I’ve heard whisperings of the ‘secret menu’ from experienced parishioners to the uninitiated. Also, social networks such as Yelp and Foursquare are overflowing with reviews, tips and commentary about people’s favourite ‘secret menu’ items.
LESSON: People like to have things that other’s don’t. It gives them a sense of being in the know, part of an inside crowd, and general exclusivity. It also gives people something to talk about and share with their friends. Selectively releasing information that your consumers will view as holding value can contribute to creating an environment in which information can be shared, conversations can be had, and a healthy community can thrive.
Focused Product Offerings
Burger’s Priest does one thing, and that one thing really well. You won’t find fancy toppings, exotic meats, or ciabatta buns. They make awesome, no fuss burgers. That’s it.
LESSON: Focus on what you’re good at. If you do, you’re concentrated efforts will allow you to get better at what you already do well, operate with greater efficiency, avoid diluting the aspects of your business that your consumers initially fell in love with, and streamline your marketing efforts because of your focused communications.
Have you ever been inspired by the marketing of a small business? If so, let me know about who inspired you and what they do in the comments, or on Twitter @RGBSocial