Marketing to Your Social Media Audience is A Two-Way Conversation

This week, our social media content focused on a critical topic: marketing to different audiences. Being able to understand the concerns of different audiences and connect with them in meaningful ways is an art that should show through in each of your marketing efforts. But sometimes that’s easier said than done.

We often forget that marketing should open the door to a two-way conversation, not simply a way to for your brand to be heard.

The following list can help you with your social media audience, but many of these tips can be applied to other audiences as well. Think of them as tips to create those two-way conversations.

Establish a level of trust.

Why should prospects trust you? What resources and services can you offer? What interest have you shown in your audiences’ various values and concerns? Your marketing should easily answer these topics so that your audiences will be compelled to open up to you.

Show your social media audience that you’re trustworthy by sharing client testimonials, posting links about trends that affect their communities and providing resources that speak to those trends.

Earn your connections. 

How do you show your audiences the way your business works? How do you put a face to your brand? How do you connect your brand to their lives? What kinds of conversations are you having with your audiences? Beginning such conversations may take longer with marketing efforts such as direct mail or other traditional media, but that’s not the case with social media.  Like Skip Prichard, CEO of OCLC, reminds us that “traditional media shape brand preference," but “digital leads to loyalty.”

Show your social media audience you care about connecting with them by posting behind the scenes videos of your office, sharing interviews with your brand’s leaders as well as team members and engaging with them via entertaining content. 

Bring back story time.

We loved story time as children, right? Of course we did. And we love it as adult consumers as well. Think of the poignant Anheuser Busch commercial honoring New York City that featured the well-branded and well-loved Clydesdale horses. The music, the landmarks, the clopping of hooves and finally the bow of the majestic horses to the New York City skyline come together to tell a story of sorrow, love and homage in just over a minute. The power of storytelling in marketing is irrefutable.

Show your social media audience your effective use of storytelling by creating interesting Vine videos, connecting your marketing to popular and timely topics and shaping your marketing around the human side of your brand. 

Respond to all feedback.

Responding to positive feedback is easy. You can thank your audiences for their thoughts and assure them that what they think matters to your brand. Responding to negative feedback is of course a bit more difficult. You may be tempted to ignore such feedback or to delete it altogether. Instead of following those inclinations, be respectful to your commenters and reassure them that a solution is in the works. (And then make sure it is.) This goes back to our second tip, as it allows you to be open and honest and show your audiences that your business is one that cares about earning their loyalty.

Show your social media audience you care about their feedback by being active on your chosen accounts and providing consistent responses.

Be likable.

Sure, you want to talk to your audiences about their needs and how you can serve them, which inevitably means discussions of business. But there’s no need to be stoic or unpleasant during those talks or for that matter any talks leading into to the brass tacks. Think of how you like for brands to talk with you and what makes you loyal to them. Likability is right up there with price and value for many consumers; you may offer a great deal to your audiences, but if they don't see you as likable, their business can quickly find its way down the street to your competitors.

Show your social media audience how likable you are by listening to them and focusing on more than just the brass tacks. Need inspiration? Check out Senator Cory Booker’s Twitter account. 

      By: Susan Gail Taylor, Copywriter and Marketing Coordinator at RME360

RME360 Celebrates Our 20th Anniversary

2015 is an exciting milestone for us as we celebrate 20 years of success. 



We will celebrate the past and look forward to 20 more years of bringing our clients face to face with new prospects. 

Stay tuned to our blog and our social media for anniversary promotions and exciting announcements in 2015!

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5 Tips to Make 2015 Your Best Work Year Yet

Here we are in 2015.

      A new year, a fresh perspective and renewed hope for all things improved, right? You’ve no doubt seen a lot of “new year, new me” posts across social media with lists of resolutions to go with them. It might be tempting to compare those resolutions to last month’s sugar plums dancing in our heads, but there’s no need for things you want to improve to be mere visions in your head, specifically in the workplace.

     Here are 5 ideas to help you kick-off your 2015 in the workplace with more than just a fresh perspective and renewed hope:

 1.     Connect across generations. Workplaces in 2015 are diverse in many aspects, including age. Different generations bring different lessons and perspectives to the workplace table, all of which are valuable and deserve to be heard. While it may be easy to stick close to the lessons and perspectives of your generation, reach out to your colleagues of other generations to bridge any gaps. You’ll need each other as your office moves forward this year.

2.     Learn how to say no. Warning: this may not be easy. We want to accommodate others. We want to offer our help. We want to be polite. We want to please our managers. But learning to say no can help you focus on your own goals and be more productive. You might offer the solicitor a reference to someone else who can help along with your honest explanation as to why you won’t be able to offer your assistance; someone else in your office may be looking for the exact opportunity to help that you need to turn down.

3.     Know when and how to relax and recharge. Again, this may not be easy. In the world of multi-tasking, meetings, conference calls and working lunches, taking a break may seem impossible. Make it possible. Get up from your desk, walk around, make use of your office’s exercise equipment (or napping pods if you’re that lucky), chat with an office friend about anything other than the office, go outside and feed the squirrels or enjoy a visualization activity. These activities are not taking away from your work; they are improving your mental capacity and helping you be more productive.

4.     Have stand-up meetings. You’ve undoubtedly heard of stand-up desks. Super cool idea, right? Well, take that idea and run with it to establish stand-up meetings in your office. This may not work for every type of meeting that your office needs, but it will certainly cut down on time away from major projects as well as your personal goals at work. The idea has the stamp of approval from former Gates Foundation executive Sylvia Mathews Burwell; she’s quoted as saying, “If we all have to sit down, it’s taking too long.”

5.     Be passionate. Do you have a vision for your work? For your goals? For your team? Your passion for that vision should be present in everything you do. Sure, we all have rough days, but when we care about what we do and the manner in which we do it, we transform our visions into realities. If you’re an employee, transform your vision by going beyond what’s expected with every project you accept. If you’re a manager, transform your vision by collaborating with your employees and by showing them how their contributions fit into your larger focus. 

      By: Susan Gail Taylor, Marketing Coordinator and Copywriter at RME360

And To All, A Good Night...

Hello, Pushing The Envelope readers!

Our blog will be on a holiday hiatus until January 7, 2015. We wish you a fabulous holiday season and we'll see you in January with all new weekly content!

All the best,

Bob and Susan
RME360

6 Tips to Mingle (and Jingle) Your Way Through Your Office Holiday Party

It’s here! 

The last weekend before the holidays. And the last opportunity for your office to throw a party or maybe for your boss to invite your department out for drinks. 

Excited? Apprehensive? Feeling like bailing? Whatever you may be feeling about holiday celebrations in your office, here are 6 tips to help you make it through the activities before you head off to your loved ones’ holiday festivities:

 1.  Don’t go on an empty stomach.

Your employer may spring for hors d'oeuvres or even shell out for a lavish meal, but it’s still a good idea to have a bite (or two) before you arrive. Wine can sneak up on the best of us, and managing being intoxicated with managing showing your boss your social side can backfire before you realize having that third glass of cabernet sauvignon was a faux pas.

Besides, you’re there to mingle, and mingling with food isn’t always a pretty sight.
 

2.   Reach out to coworkers you don’t know well or don’t know at all.

You may go through your typical day at work and have direct contact with 3-5 people. You may email that guy in Accounting on a weekly basis, but not know that he teaches accounting classes online after work. You may see that one woman who always wear that one blazer every Tuesday, but have no clue what her name is or which department she works in. Why not use your office holiday gathering to reach out to people outside the small circle of those you know? Rapport among coworkers makes for a happier, more productive workplace.

Who knows? That woman in that blazer may be on the other side of that desk when you’re interviewing for a promotion.

3. Recognize diversity.

It’s important that no one feels excluded or overlooked. While it may seem like a good idea to plan a party or activity that specifically represents every affiliation, it’s a better idea to go for neutrality.The holiday season and the end of a productive year for a business are reasons for everyone to celebrate; make it comfortable for everyone to do so.

Focus on what you share with coworkers with religious and cultural affiliations that are different than yours. What is something you all share? Maybe it's a laugh about ugly holiday sweaters. 

 4. Be sensitive to diverse dietary needs.

While many in your office may want to hold a holiday gathering at a fancy steakhouse, think about the lack of options such a place may offer to vegetarians or vegans. “They can just have a salad” isn’t exactly the most welcoming mindset; we all enjoy having several options to choose from when we dine out. Work with restaurants, event halls or catering companies to design a menu that makes everyone in the office feel included and appreciated in your office celebrations.

You could possibly find a new dish you like and make a new friend.

5. Avoid business talk. Enjoy the gathering. 

You may be interested in hearing client feedback on the project you submitted earlier in the week or confirming the date of your holiday bonus, but don’t corner your boss or anyone from HR about them. Attending an office holiday gathering with the agenda of getting such information can be perceived as rude or tacky. Instead, take the time to talk to your boss and coworkers about their interests outside of the office and enjoy seeing them in an entirely new light.

That light might include a disco ball over a dance floor.

6. When it’s time for you to leave, be sure to say goodbye.
 You’ve managed your wine intake, you’ve met new people, you’ve helped to make it comfortable for everyone to enjoy the party and have options to eat and you’ve possibly seen your boss dance under a disco ball. Unless you’re hitting the after party with your coworkers, it’s time to say goodbye. Shake hands, give hugs and thank your boss and those who helped organize the gathering. It’s the polite thing to do and will surely be warmly received.

Happy holidays from all of us here at RME360! 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Jingle All The Way to Successful Holiday Marketing

Black Friday and Cyber Monday have come and gone, but the holiday shopping season hasn’t shown any sign of slowing down. What does that mean for your business? Hold on to that marketing steering wheel; it’s time to drive those sales home! The end of the year is mere weeks away, so let your holiday marketing wrap up your brand's 2014 with a red shiny bow. 

Need help tying that bow? Check out these tips:

1.     Hark! The user-generated content sings

According to a recent MIT study, the human brain can process and identify images seen for as little as 13 milliseconds. According to our collective common knowledge about people, we love to post photos of ourselves. So why not combine the two for your holiday marketing a la Starbucks style? Take a look at the coffee conglomerate’s cover photos album on Facebook and you’ll find several photos taken by fans a*k*a brand advocates. These photos add a layer of authenticity to Starbucks’ marketing, a layer that prompts fans to feel more connected to the brand. Fans whose photos are used feel valued and appreciate the interaction. Fans who see those photos feel more motivated to follow a brand that pays attention to and interacts with them.

Here’s an example of one of their user-generated cover photos:

And here’s how popular it was:

2.     It came upon the holiday video

Not a Christmas goes by without me thinking of my beloved late brother. And inevitably during the holiday season, I run across the Folgers commercial online when big brother Peter comes home to visit for the holidays and his sweet baby sister bounds down the stairs to see him. The soft sell in this video stands in the shadow of the overarching tone of family and holiday cheer. That cheer is of course celebrated over Folgers coffee; after all, Folgers isn’t selling feelings and big brothers. But what makes that commercial memorable? (I’m 36 years old and still remember it from my childhood.) The sense of family and the opportunity Folgers took to showcase a special sibling bond to create a holiday moment fit for Hallmark.

3.     Deck the local halls

What holiday traditions, events and trends are popular in your market? What makes prospects and clients in your market different than other markets? Recognize how holidays impact your market and who your prospects and clients are; by doing so, you can create messaging personalized just for them so that you increase the likelihood of appeal.

4.     Carol of the call to action

So you’ve created effective holiday messaging via videos, direct mail, social media and/or other preferred marketing outlets, but what have you asked your prospects and clients to do after reading the message? Don’t leave them hanging like ornaments on a Christmas tree; provide them with clear instruction on how to interact with you. Of course you would like for them to call your office, visit your website or stop by to see you, but what other actions can they take that will immediately benefit them? Encourage them to download a piece of targeted content such as a white paper or an ebook. Or direct them to a personalized landing page with more information about their particular need. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

How to Use Postcards to Generate Leads and Website Traffic

When compared to traditional letter invitations, postcards aren’t the best choice to promote seminars. However, what they can provide is a cost-effective way to generate website traffic and additional leads if done effectively.

Here are a few tips to consider before you start your next direct mail campaign with postcards:  

·        Use the right list: The first and most important step is to find and work with an experienced and credible list broker. Make sure the addresses are up-to-date (no more than 60 days since the last update) and have been run through the National Change of Address (NCOA) system. You will have the choice of renting the list for one-time use or multiple use. If you know your market well (and the zip codes of your market) and you’re going to mail postcards consistently for 6 months or more, you should buy the list for multiple use.

·        Personalize: Be sure to work with a printing company that can personalize the first name of person on the mailing list on every card. This is above and beyond just the address block.

·        Get right to the point:  Postcards get delivered in a format that's ready to read. Take advantage of this by making the biggest benefit you offer the first thing the reader sees. This will make them want to read the rest of your postcard. (Example: “John, are you retired or retiring soon? You have options!”)

·        Sell the right thing: Marketing postcards are most effective when they are used to generate website traffic or interest. (Example: “Call me today for a free retirement planning consultation and receive a copy of my free report.”)

·        Make it easy to respond: Be sure your company phone number and website address are both easy to read and find on the postcard. And, because most people get their mail after they get home from work, you should consider getting an after-hours answering service. People prefer talking to another person – not a machine – so if you’re going to invest in postcard marketing, invest in a live 24-hour phone answering service to capture your leads.

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360