We’ve already discussed how brands with stories tend to be more engaging for customers (Apple, Nike, etc.), but it may be helpful to discuss how to communicate your brand’s story. Especially since you have to think in terms of your customers’ wants and needs (always) and you don’t want to sound too promotional or preachy. Telling your brand story isn’t that much different than figuring out a marketing plan, but it does require a very human voice. Stories are engaging for people because they put a human face to a company (which can often seem like a large, faceless, uncaring glass building). [Read more...]
Jun
23
2011
Cross Posting Updates to Different Social Networks Ok Sometimes
The social media tactics and strategies you use for your company will probably (and should) vary from what others are doing. While social media is constantly evolving, there are also different needs from different customers (which is always the case). One topic that is often brought up is whether its ok to cross-post updates from one social network to another (like from Twitter to Facebook and vice versa). I asked this question on both Facebook and on my blog and got some interesting results….. [Read more...]
Jun
20
2011
Understanding the Different Ways People Consume Content
Think about how you consume content on Twitter (if you use it) versus Facebook versus LinkedIn or blogs. On Twitter you probably only pay attention to what’s going on now. Very few people bother to scroll back through all the tweets of people that they’re following. However, you probably do scroll back on Facebook to see what your friends are up to. As a marketer, its important to understand these differences in order to more effectively engage with your audience. [Read more...]
Jun
14
2011
Providing Content Your Customers Want
No one likes that pushy salesperson that keeps giving you more and more reasons why you should buy their product. Why? Because the information usually isn’t something you asked for, and often, it’s not really pertinent to your particular buying decision. Pushy salespeople don’t bother to ask you what questions you have or what you’d like to know, they just go through their “routine”. The same thing happens online, where companies push more and more marketing and promotional information at people hoping that it’ll drive someone to buy something. But what if all the effort you’re spending on creating that information is for naught? What if, instead, you provided content your customers actually want? [Read more...]
May
25
2011
11 Ways to Improve Your Business Website
Yesterday we explored 7 reasons why business websites are still important. Once you’ve decided that your business website is a vital part of your online strategy, how do you improve it to make it work better for your business? Let’s take a look at ways you can improve your business website. Please feel free to add your own tips in the comments. [Read more...]
May
17
2011
Using Game Mechanics to Increase Engagement & Participation
One of my favorite discussions at UnGeeked Elite in Chicago was by Tom Tentoglou about Gamification, or adding game mechanics into business in order to increase engagement and participation. Gamification isn’t about building games (necessarily), it’s about using aspects of games that people find enticing. It’s not really news that people are motivated by achieving things (just look at high-powered stock brokers). But these motivations can be added to just about anything to increase participation or encourage people to do things you’d like them to do. [Read more...]
Apr
12
2011
2 Examples of Great B2B Engagement on Facebook
As I said yesterday, social media is NOT one size fits all, especially sites like Facebook, which can be very difficult to get engagement from people more interested in chatting with friends or playing games. Having conversations and engaging with customers is one of the most difficult aspects of social media for many companies (who are used to just promoting and advertising). Engagement for B2B companies can be even more tricky, with layers of customers and little direct connection to end-customers. Here are examples of 2 B2B companies that are doing a great job of engaging with their audience (disclosure: both are clients, but are responsible for their own Facebook engagement). [Read more...]
Mar
23
2011
Jumpstarting Your Crowdsourcing with a Bounty
![[136/365] Prudence](http://farm6.static.flickr.com/5284/5354781759_b64bc6d051_m.jpg)
Every business hopes to use the power of the crowd to spread the word about their fabulous products and services. Many are disappointed when they put this awesome offer out there and no one picks it up. Or they create and post a hilarious video that no one shares. What gives? Maybe you need some sort of enticement (or a bounty) to get things kicked off… [Read more...]
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