Posts Tagged ‘Social Media’


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Lately I’ve been talking about a lot about social media marketing and it’s applications for selling offline.  Today, I read a great article on that very subject.  It seems there are people in marketing that believe social media should be used to build followers, interact, and engage, but never to sell.  The article’s author, Johnathon Fields makes the case that selling is still the end-game – and I agree.

Anybody using print, direct mail, promotional products, media advertising and other tactics knows that when used correctly, these tools can help build brand awareness, generate leads, and increase speed to close.

As Fields points out, the goal of using these traditional direct response tactics is to build a funnel.  At the top of the funnel are people who might be interested in what you have to offer.  As you continue to interact with them, they become more interested, and some eventually decide to buy.

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Grocery Stores Using Social Media

Pace Communications is a Greensboro, NC company that creates custom content programs including magazines and web sites for some of the world’s leading brands.  The firm has just released a new infographic which tracks the number of Facebook, Twitter, and YouTube followers by all major grocery chains.  Interesting stuff.

But why are grocery chains investing marketing resources in social media?

John Cass, Head of Digital Marketing at Pace Communications, suggests that “for national companies like Target, Whole Foods, Trader Joe’s and Walmart, there’s an understanding of the value of creating content on the Web and social networks for both their search engine rankings and customer engagement across the Web.”

Simply put, the more hits you have on your site, the more quickly you move to page one on search sites like Google and Bing.  Big, innovative retailers are giving away content (health information, recipes, etc.) that bring people to their site.

Beyond driving traffic, social media is also helping savvy retailers create customer evangelists.  If one of their followers likes their recipe for lasagna and shares it with friends, those friends may also become followers of the store.  Build your following, mix in some promotion, and you get more sales.  Sounds like a recipe for success, right?

This same strategy can help your business.  If you’d like to learn more about social media, or want help implementing a strategy for your brand, CONTACT US TODAY. We’ll help you build a plan to drive awareness, generate leads, and close more deals.

I read a great article recently at Wired.com discussing the challenges of marketing in social media.  It was a follow up to one they published the previous month bemoaning “the way some marketers offer cash or other rewards in return for lying to one’s friends, while other dodgy companies sell bundles of 10,000 Twitter followers to help a particular brand look well loved, among other funny business.”

Wired’s follow up takes a different slant.  Instead of focusing on the lies and deception some brands use to build a social media presence, this latest piece looks at how companies are mining data to generate real social media buzz.

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Read Lee Ogden's Post at Online Marketing Blog

Does social media strategy need to come before tactics?  Great question posed in a recent post by Lee Oden on the Online Marketing Blog.  To simplify the debate, let’s assume that the definition of “strategy” is planning, and the definition of “tactics” is doing or executing.  Lee asked this question of several social media luminaries and as you might have guessed, most said strategy was extremely important and should come before tactics.

The lone dissenter was Guy Kawasaki, one of the original Apple employees responsible for launching the Mac in 1984.  He’s currently managing a venture capital company, a successful blogger, and author of nine books on business start-ups.  His advice – focus on tactics:

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