4 Marketing Mishaps Your Brand Can Avoid Today

Mistakes. Accidents. Mistakes. Disasters. They happen to the best and the most prepared of us. In marketing, they happen, sometimes quite historically  and sometimes at great expense. 

An effective marketing campaign sparks conversation about your brand and what it offers, so one could argue that Coca-Cola made a genius marketing decision as opposed to a mishap when it shocked audiences with New Coke in 1985. 30 years later we are still enamored with Coca-Cola Classic and thankful for its return. Does that have anything to do with how the company took the old version off the shelves during the 80s Cola War, a move that prompted notable negative response and resulted in a substantial increase in sales? Coca-Cola hasn’t admitted to such a ploy, but many pundits, fans and conspiracy theorists think otherwise.

If you have the next great New vs. Classic Coke strategy up your marketing sleeve, that’s great. But if you don’t, here are 4 marketing mishaps you want to avoid as you plan that strategy:

1.  Lack of research and testing

How do you get to Carnegie Hall? Practice, practice, practice. How do you create a campaign that will speak to your prospects and clients and get them to respond? Testing, testing, testing. Don’t guess as to what your audiences wants from your brand; research their needs and test different offers, prices and packages. Begin your research by asking them; they’ll tell you.

2. Using too many social networks

 Of course your brand is represented on social media. (It is, right?) But there’s being on social media and then there’s being on the right social media. Who is your audience? What platforms do your audience members use?

Research shows that Facebook reigns supreme as the most popular social media and the level of user engagement has increased. That’s great information to have, but what exactly does that mean for your brand? What types of content do the 71% of online adults who use Facebook best respond to and engage with? More importantly, what types of content are your audience members seeking to engage with?

3.  Failing to retain customers

Research shows that 71% of customers have ended their relationship with a company due to poor service and that it companies focus more of their attention on customer acquisition rather than customer retention despite that acquisition costs 7x more. Don’t forget that your current customers have needs; failing to retain them as customer can impact the power of your brand and your bottom line.

4. Failing to use (or optimize) hashtags

There’s a triangular approach I like to keep in mind when it comes to hashtags:

  

Hashtagify.me can help you identify hashtags related to your industry, and RiteTag.com can help you determine if your hashtag is overused. Hashtags are now integrated in multiple social media platforms and have made a comfy home for themselves across pop culture. Using them effectively makes it easier to find you and your content as well as provides your brand with a convenient way to be a part of a variety of conversations. 

Isn't that exactly what your brand wants? 

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

Lead Generation Tips for Today's Marketing Landscape

According to findings in the B2B Content Marketing 2015: Benchmarks, Budgets, and Trends survey, lead generation is second only to brand awareness as a major goal for content marketers in 2015. But what strategies should you use? What small tasks can you accomplish each day to earn more qualified leads?

Let’s take a look at 6 ideas that can help you begin your sales cycle. 

1.      Embrace social media.

This concept isn’t rocket science, but it does mean more than just creating a Facebook page. Embracing social media to generate leads means selecting channels that your target audience uses, creating and curating content daily that works for those channels and that is compelling and relevant to your audience, developing a reputation as a thought leader in your industry and talking with your followers, not just to them. While you won’t see an immediate train of quality leads pulling into your brand’s station, you will begin to connect with those interested in your services and begin to foster relationships.

2.      Send direct mail.

Yes, you read that correctly. Direct mail may have its detractors, but don’t count it out when it comes to your lead generation strategies. HubSpot notes that 18-34 year olds prefer direct mail and that it’s an effective lead generation investment when targeting hyper-local communities. Many marketers focus solely on email to generate leads, so direct mail has more of an opportunity to stand out. Work with professionals who understand how to create the right content and who can target the right audience for your brand.

3.      Hold contests on social media.

There are several ways to hold contests on each social media channel, but for the purpose of lead generation, focus on email-gated contests. Followers will need to enter their email addresses before they can successfully enter your contest, and you can also ask for a follow or a retweet in addition to their contact information. If your contests include the submission of videos or photos, you can collect user-generated content (UGC) as well.

4.      Test and use hashtags.

In 2015, using hashtags should be a no-brainer. What some marketers tend to overlook is the need to test hashtags. Having your brand be a part of the conversation on trending topics and participating in Twitter chats are good ways to be seen as a thought leader, but as you become seen as more of an expert, you also want to create your own content and your own hashtags. Ensuring those hashtags will stick means ensuring your message will amplify its reach. 

5.      Create original content for LinkedIn.

LinkedIn is giving its members access to its long-form blog publishing privileges as a way to create a stronger community of professional insights. These blogs can be great resources for lead generation and can be posted to your company’s LinkedIn page as you further establish yourself as an expert in the industry. Create content that is helpful and interesting to your target prospects. Include a specific call-to-action to subscribe to your company blog or YouTube page and to follow your company’s social media accounts. You can also include a CTA to sign up for a webinar or download a white paper, but be careful not to leave your prospects with the feeling that they are being sold to. 

6.      Revise your strategies as needed.

Your marketing strategies are living, breathing entities; as the behavior and needs of your prospects change, so should your marketing. Measure the results of each activity regularly and revise accordingly. There is nothing about your target audience that is set in stone, so how you interact with them and earn them as leads must evolve as needed.

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