Using Facebook for cross-promotion
When you walk into a venue in your local community, say the neighborhood pizza shop, hair salon, bank, or cafe, often times you see a cork board with business cards and fliers on it for other local businesses. In some instances you may even see a little plastic stand with tri-folds or pamphlets, indicating a deeper connection between the two local businesses. This is a common form of cross-promotion that has existed probably for centuries which was recently referenced by Catalyst Marketers in Ryan Taft’s post “Cross-promote by partnering with local businesses.”
From this conventional marketing approach, the impact of such cross-promotion is recognized by the number of times one of your marketing pieces comes into your place of business as a result of being displayed in a nearby venue. If you are smart you marked or tailored each piece to be associated with each different venue so you can know right away from where it came. If you fail to do this then you may know that your cross-promotional efforts are having an effect, but from which sources and to what extent you may not know.
With the advent of Facebook, the idea of cross-promotion can (and in most cases probably should) be carried into this medium, but with added benefits. Considering the more intricate offerings of Internet technology, local businesses can not only expect to benefit from an increase in patrons coming into their place of business, but also from increased website traffic, more Facebook fans, and more email subscribers. Essentially, by using Facebook, you have more conversion goals and capabilities to consider in your cross-promotion efforts than just phone calls and walk-ins.
The one thing that comes to mind for me when helping local businesses to cross-promote with one another using a site like Facebook is “monetization”. Interestingly, this word does not appear in a dictionary, at least not at dictionary.com. It does however appear on wikipedia.com and is defined as, “the process of converting or establishing something into legal tender.” Monetizing is a common word in the blogosphere that typically equates to the practice of using your blog to generate revenue. I tend to use this term more loosely on the basis that there is a monetary value for every activity you perform and that in most cases you want to associate your efforts online to that monetary value.
For instance, a new email subscriber may be worth $25 to you and a new Facebook fan might be worth $1, so if you launch a marketing initiative that results in 25 new email subscribers and 10 new Facebook fans then you know that the monetary value of that initiative is equivalent to $635. If you spent less than that to launch the initiative then you essentially have made (or saved) money.
All this said, when doing cross-promotions, particularly online with a site like Facebook, the possibilities go farther than just leaving comments on the walls of a venue’s Facebook page. There truly is potential to connect with people one-on-one and in groups. Defining and massaging the monetary value of your activities is key to your success. You want to go beyond just publishing information and going through the motions. You want to make real connections and have real conversations. This is easier said than done, but the rewards are there for the taking.
Reality Check by the White House
If you have seen the recent marketing effort from WhiteHouse.gov – Reality Check, you may notice their effective use of several contemporary digital marketing methods.
For one, you have a page dedicated to a central theme or purpose which is to address the disparity of facts and fiction among people and the media. This is a good example of what I often call “single point focus”, which is a proven or known method for getting your point across in marketing.
To communicate this message, the page consists of numerous high-grade videos from experts in the field which in this case are people working in or close to the current administration. Video is one of the most effective ways to communicate a message especially when it’s done by real people and not actors.
Now the part that I personally really appreciate is what you see on the right side of the page – links to their Facebook page and Twitter lines in addition to a subscription form. Facebook and Twitter are taking the world by storm right now and for the White House to be on the ball like this, which is a reflection of the administration’s marketing vision and tenacity, gives a large number of visitors a sense of comfort and familiarity. Highly effective.
Not only do you see links to these things but also you see towards the top of it all a share gadget which enables visitors to share this page with friends via email, friends on Facebook, and on Twitter. Giving your audience this ability is known to be highly effective too.
As many have noted over the past year or so, the Obama camp has been highly effective at digitizing its message in a contemporary fashion and this is yet another example of this. Despite whether or not you are on board with the administration’s policies and agenda you must respect its ability to deliver it to this particular audience which by the looks of their Facebook page has accumulated about 306,539 fans.
Or maybe note? According to my math, 306,539 is 0.44% the number of people that voted for Obama in 2008. That is fewer than 1% of his voters. You have to wonder if this is a reflection of how few people are on Facebook or how a measure of interest Facebook users have in the message?
PickensPlan a winning brand in the 2008 Presidential Election
Hands down to T. Boone Pickens.
Earlier in the day Tuesday I received an email from PickensPlan with the subject, “What you do right now matters to the entire Army”. It was an invite to their e-Rally after the election tonight. The email prompted me to RSVP for the rally.
Three days ago I received a similar email from PickensPlan with the subject, “3 days until the e-Rally with T. Boone!”. It was the initial invite to their e-Rally after the election Tuesday. The email prompted me to RSVP for the rally.
Tonight after the McCain/Obama town hall debate, the first commercial run was T. Boone Pickes himself inviting viewers to come discuss.
The 2 emails were complete with information and a call to action, but not overwhelming. They were a god blend of text, imagery, and video. The emails rallied 40,000 RSVPs prior to the debate. Curious to know how many attended and were possibly added.
There are some key practices being applied here that we want to see from car dealers and believe can be accomplished.
Automobiles can be vital to peoples’ interests and identities. Dealerships that can reflect this in their sales process gain an edge on the competition. Some examples include…
# Build a cause and engage the audience
A cause for a dealer can be something local, ideally something popular, entertaining, and/or beneficiary to the community. For instance, we are working with an auto group and their sponsorship in auto racing.
# Plan and coordinate events that involve attendee input
Planning and coordinating events can range from e-rallies as Pickens did to webinars and on-site events from training, education, to entertainment.
# Develop an effective capture method strategy that uses multiple media types to engage, such as TV and email.
Using multiple media types such as television and email to engage your audience and ensure their participation can be an effective way to capture peoples’ attention and sometimes their imagination.
Of course much of this is easier said than done, but Pickens really has its act together with utilizing these tools constructively.
Promise in Automotive Blog Marketing
Just returned from a workshop we held today with the Automobile Dealers Association of Greater Philadelphia (Shouts out to Greta, thank you). The workshop concentrated on providing attendees with an applicable technique they could deploy at the dealership using their Blog, Email, SEO, Social Media Networking sites, and Video.
Interestingly, none of the near 30 attendees representing more than a dozen dealerships reported their dealership having a blog. While I am not surprised by this, I do think it hints at the blue ocean still remaining before us in the auto industry of incorporating blog strategies into a car dealer’s Internet Marketing Strategy.
The purpose of our workshop today was to show dealers a real-life way to utilize their blog in their Business Marketing and Advertising plans, the importance of permission-based email marketing, and how SEO must be considered a core part of any online marketing campaign. It was presumed that attendees had already crossed the Internet bridge and the SEO bridge, and we anticipated that many people present would be hoping to learn how to get a blog or start blogging. I confess not clarifying well enough in the beginning that our emphasis was on how to utilize your blog versus how to get one but I am confident people still were able to take something home that was useful.
The message we shared today is one that I have seen evolving in recent years and fortunately being embraced by most dealerships today. It’s the idea of selling a relationship and not a car which really is just Sales 101. But more important than the message is the “How?” and “Why?”. While the idea of selling a relationship and not a commodity sounds good and all, pulling it off is a challenge, especially for car dealers. And that is what we really covered today. Why use a blog and how it can be utilized?
So while the dealer industry is still in its infancy for incorporating Blog Marketing Strategies into their Business Marketing and Advertising plans, it was evident today seeing how much more welcome the idea of using blogs has become for dealers. A year ago I would have been chased out the room for saying the “B” word. Today it seemed we couldn’t talk about it enough.
Keeping it simple – Your Business Marketing and Advertising Message
We are in the process of rolling out 3 new websites. One to represent our product, one for training, and one for our online business community. It’s a lot to chew on for a start-up like ours with minimal capital and human resources, but it has become necessary.
While most people would balk at the idea of a 3-site presence, today’s market welcomes it. The Web is kind to those with a simple concise message, and a simple concise message we have not. Sure you could simply say that we help promote Car Dealer Websites, but people want to know how and that’s where it gets complicated.
Our “sophisticated message” is due in part to my own personality as I am prone to focus on the tactical or mechanical aspects of a Business Marketing and Advertising plan, but what we do is also new to the Automotive Industry so when we pitch our product to people they do become interested, but many struggle to get their heads fully wrapped around what we do which of course makes it more difficult to sell.
Our Business Marketing and Advertising message has 3 audiences and our ultimate goal is to be a bridge between consumers and industry. My hope is that by carving our message into 3 distinct and functional websites it will help to simplify things by giving people simpler and more tangible pieces of our message along with the ability to do something with each piece.
Does Your Website Leave Money on the Table?
Let’s say for a moment that one of your potential customers desperately wants to buy one of your cars. They’ve come into some money, or they’ve been saving up for years, and all they want to do is buy one of the cars that you sell. Is your website helping or hurting them?
When a web savvy customer is in the market for a new car, the normal first step in their process is to head over to the OEM website to check for statistics, pricing, and model details. Unfortunately, most manufacturer websites are sadly lacking in what these customers are looking for. They’ve got lots of sexy videos and flash introductions, but not much in the way of hand holding or explanation.
In many cases, when a customer doesn’t already know the model they’re looking for, the OEM site doesn’t help them. They’re often forced to search by model at the very least, sometimes even having to input the GT or LS or 123 at the end. Does every single one of your customers know that?
While this is bad news for the OEM, it can be very good news for your auto dealership’s sales.
What many car dealerships seem to forget when designing their website is that people don’t always actively plan to come in. They list their hours and their location and maybe their specials and assume that the information they’re providing is compelling enough to make the customer drop everything and stop on by. Not so.
Take the opportunity to differentiate yourself. Take a good look at your local competitors and your OEM’s site and see what’s missing. Find someone you know who knows nothing about cars — what do they think? What do they recommend? What would they like to see?
If you plan out your automotive internet marketing based on what your customers need — and not what you think they need — you can stop leaving money on the table and make the sale before the customer even leaves their desk.
Engaging Your Customers through Internet Marketing
As an automotive dealer, you know it’s more difficult (and more costly) to find new customers than it is to keep existing ones. It’s simply not easy to bring new people to your dealership with so much competition in the automotive industry. That’s why it’s so important to keep your existing customers engaged with you and your facility as much as you can.
But how do you do that?
Many automotive dealers send out birthday cards and maintenance reminders to keep their names in their customers’ heads. But they are overlooking one major possibility: Internet marketing.
I’m not talking about using Internet marketing on your part to reach car-buying customers, though. I mean you can put a large amount of advertising for your business on your customers’ shoulders. With social media websites, YouTube and other popular online gathering places, your customers can spread the word about your dealership for you.
Think of it like this: The Internet is the new “word of mouth.” And any business owner knows that word of mouth is the best way to advertise. Unfortunately, unsatisfied customers are more likely to spread their dissatisfaction than satisfied customers are to spread their satisfaction with their experiences. Most satisfied customers won’t even take the time to post their pleasant experiences without any incentives.
If I’ve piqued your curiosity, come back on Wednesday to see how you can encourage and engage your existing customers to help promote your business by doing more than simply telling their friends.
Seven Reasons to Use Affiliate Marketing on Your Website
If you have an online business, one of the quickest ways to start earning money is through affiliate marketing. Here are seven reasons you should use affiliate products on your website to earn money and promote your business.
1. It saves time. Instead of taking the time to create your own product, you can simply have links to your affiliate’s products and receive a commission from that. It only takes minutes to set up an affiliate account, and it gives you a variety of options for things to sell relevant to your website.
2. The commissions are very generous. Just by providing an affiliate link to a vendor from your website, you can earn a fairly generous commission with little or no work at all. Some commissions are even 75 percent of the total price of the item.
3. Participation is free. Becoming an affiliate member for vendors is almost always free. That means no time or monetary investment in the program before you start reaping the benefits. If you’re new to the online website business idea, this is a great way to start.
4. Vendors offer free training. Well, at least most vendors will. And if the vendors you’ve chosen don’t offer free training, you can find several more that do. Some even include videos and reports that are extremely helpful for new online business owners.
Those are four of the seven reasons to use affiliate marketing on your website. Come back on Friday for the other three tips.
Eight Components of Flexible Brand Marketing
One of the common denominators for successful online brand marketing strategies is flexibility. Although you should have goals and tactics in mind, it’s best to periodically reevaluate your needs and the methods you’re using to accomplish your goals. Even with this type of flexibility in mind, though, there are eight essential components to include in your strategy. They are:
1. Real Customers: Analyze your audience and tailor your message to reach those customers.
2. Uniqueness: Differentiate your company from others in the marketplace. Be unique in something, whether it’s your advertising, services or follow-up.
3. Targets: This is similar to #1, but it involves an even more specific definition of whomever you are trying to reach. Create a niche market with a specific potential customer base.
4. Goals: Set small goals and big goals for your marketing strategy. This is the best way to gauge the success of your efforts.
5. Communication: The stronger and more direct communication you have with your customers, the more likely they are to use your company. Have a strong message that they will notice more than those of your competitors.
6. Financial Projections: Have a system for showing the returns on individual product lines and investments so you can see which campaigns are more successful than others.
7. Position: Make your brand your customer’s first choice. Why would they want to go anywhere else?
8. Brand Identity: This is something you need regardless of the size of your business. Create an identity that pops into your customers’ minds whenever they need your products or services.
Brand Marketing Lessons from Guinness
Making an online brand marketing campaign a success isn’t easy. In fact, very few companies actually become successful enough to make their brands household names in a global or even domestic market. That’s why it can help to look to some of the success stories. This time, let’s take a brief look at the story behind the Guinness beer brand.
Guinness is a company that is nearly 250 years old and originated as a way to quench the thirsty throats of Irish pilgrims. When the company’s marketing staff wanted to capture what the brand was all about, this long history was definitely in the plans.
When the company built the Guinness Storehouse in late 2000, the designers implemented a variety of exhibits and displays that celebrate the company’s history. They also included an explanation about how they make the frothy black beverage. The facility also has an art gallery with conference rooms, training centers for employees, bars, restaurants and even a large open space for events. The seven-story storehouse demonstrates that the beverage maker is dedicated to the community.
According to Ralph Ardill, one of the integral minds that helped design the facility, “Guinness as a brand is all about community. It’s about bringing people together and sharing stories.”
Guinness succeeded by setting and meeting a community-drive goal to spread the message of its brand. It’s important to have a goal for your brand that you can strive to meet. Without a goal, it’s impossible to tell if you’ve achieved success in getting people to recognize your brand.
