I Can’t Afford to Market My Business

Posted on August 21, 2012 by admin

Yellow pages ads? Not so often anymore. Direct mail? Less and less. Online searches? Absolutely.

There’s no doubt the rules have changed in the past five years concerning how prospective customers find you and decide to take action. Today your most valuable business marketing strategy includes a deliberate and purposeful use of blogs, social media and a website with fresh and appealing content.

Even though they’ve opened up new dimensions for customer outreach, the new online tools still reflect what hasn’t changed:  customers want a relationship with you, and they respond when they feel a connection with your brand. Still, many organizations are camped on the thought “I can’t afford to market my business” – a concept grounded in popular myths about content marketing:

1) Myth:  It takes too much time and manpower to market my business. Reality:  The time you spend helping customers get acquainted with your business and building relationships with them allows you to actually make more money. Many online content creation tools are not high-cost and can be scheduled out ahead of time.  Investing in marketing your business is like buying  new computers or other materials: it’s a necessary tool to get the job done.

2) Myth:  I have three decades of good reputation on the table, so I don’t need to invest in marketing my business. Reality:  Word of mouth is one of the most powerful tools your brand has to edge out competitors – and word of mouth is also one of the strongest outcomes you can generate across social media tools like Facebook and Pinterest. People not only post about brands and products, but they talk about their posts and make recommendations to their peers based on what they see online. Social media is fuel for this kind of peer-to-peer power, and can create this kind of buzz about your company within all new demographics, as well as reawaken existing customers to the reasons you’re great.

3) Myth: I don’t see how promoting my business online results in a payoff. Reality:  A recent article demonstrates the reality of online marketing and content creation, stating that around 80 percent of individuals who are less than 65 years old actively use online sources. Among those users, almost 100 percent said they go online to find information about services or products they will acquire from local organizations.

4) Myth: I’m online with a company site, and that means I’m done with building my online presence. Reality:  Could you sell a house without ever having buyers come inside? The reality of content marketing is that it allows the distinct keywords and phrases to drive traffic to your storefront or website. Without a strategy that includes keywords, blogs, planned social media activity, it’s like trying to sell a house without ever inviting buyers in the door. It’s one thing to have a site that sits on the web, but it’s another thing to actively encourage people to use it.

Engaging in some brainstorming, developing a clear strategy and a mapping out a plan for measuring the results can paint a clear picture of why investing in marketing is not only beneficial, it’s simpler than you may think — and it pays off.

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Here Comes the Sun: Sunshine Electronic Display Lights Up the U.S.

Posted on August 20, 2012 by admin

Right now, there’s a team of people gathered around funky leather chairs and bright green pop art pictures talking about a thousand clever ways to light up the world. They’re discussing a myriad of options to count cool things with LED light displays on signs and billboards. Soon they’ll shift to a brainstorming session about ways to use digital countdowns to measure things like major sporting events, E.R. wait times or political elections – opportunities to extend outward from their glowing success with national electronic gas station and lottery signs.

These people love to light things up, and they’re very good at it.

From their expansive second-floor windows overlooking a gradually reawakening downtown cityscape in historic St. Joseph, Mo., the team at Sunshine Electronic Display serves as the perfect metaphor for how a local business is changing the view across the U.S. with ultra-bright LED signs.

Actually, Sunshine’s story has always been about a brighter view. Sunshine Electronic Display Corporation began as a family-owned window washing company in the 1970s. Today the company represents one of the nation’s most prolific creators of the super-bright LED components for major gas station and lottery signs.

In a workshop just behind Sunshine’s modern, airy and “totally L.A.” company headquarters in downtown St. Joseph, Mo., a team of 70 skilled metal fabricators, welders and electricians works to fill electronic sign orders from across the country, akin to Santa’s workshop all plugged in. In total, Sunshine employs nearly 100 local people with local talent.

Waiting to ship from the workshop is an electronic gas station sign for Arkansas, bearing the industry-praised Sunshine level of quality craftsmanship. The company serves thousands of gas stations through long-time relationships with Love’s, TA, and PILOT/Flying J, among other industry leaders. In the corner there’s an impressive LED display for a state lottery. Sunshine provides the alluring and ultra-bright electronic lottery signs for 34 out of 42 states.

You’ll also find Sunshine Electronic Display lighting up an entire conference hall corner with their stunningly bright traveling display, a favorite at major national conferences among the National Association of Convenience Stores and the National Association of Truck Stops. They’re an immediately recognizable name at major lottery industry events, and have gained the trust and the business of nearly every state lottery.

Locally, Sunshine Electronic Display has brightened up the view for historic downtown St. Joseph, choosing to place their state-of-the-art facility next to a long-time community hub, the YMCA. President and CEO Kendall Randolph says he grew up spending time downtown with his father, an attorney, and has a nostalgic connection there – but he’s also proud of being part of a downtown redevelopment movement. Sunshine invites at-risk students in for a look at how creative and challenging skilled labor positions can be, and supports numerous local non-profit organizations.

“We’re proud to maintain great service and a great network of customers, while providing as much labor and materials as we can from St. Joseph, Mo.,” says Randolph. “Our team has a lot of creative, fresh energy, and that translates into our product.”

No doubt, the view from Sunshine Electronic Display Corporation is so bright you gotta wear shades (to revert back to a 90s phrase). Susan J. Campbell Copywriting Solutions proudly says “shine on” to this innovative local company.

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3 Content Marketing Trends to Consider

Posted on August 17, 2012 by admin

Does content marketing really work? It does if you remember its core purpose – to engage your existing customers and identify new leads through the provision of useful advice and information that is of high quality and lacking the pushy sales pitch. The small business has a lot to gain from content marketing, whether it’s a blog on the website, a speech at a local service club or even a podcast.

But what are the most effective content marketing strategies in terms of today’s trends? While your audience may not change, their tastes and the information they want to receive on a consistent basis will. If you want to keep them engaged and coming back for more, you have to stay current, provide something they want and make it beneficial for them. If all you want to do is talk about your company, this isn’t the optimal medium.

There are currently three trends, featured in an Intuit Small Business blog, that are gaining the most attention in content marketing due to their reach and strength:

Mobile content – it’s no secret that consumers are increasingly mobile, demanding access to quality content and entertainment wherever they go. If the information you create through your content marketing strategy isn’t accessible or digestible through mobile channels, you’re missing out on a key audience.

Video – as consumers we are fascinated with video. If it’s quick, informative and relevant, we’ll access it and even share it within our network. In fact, a Content Marketing Benchmark report found that 56 percent of marketers are distributing video on a YouTube channel. It doesn’t require expensive equipment or a lot of experience – just patience and time.

Webinars – your audience doesn’t always have time to attend forums or training off-site, but they can spare an hour at lunch or even during the workday to improve their knowledge with a webinar. Again, they are not difficult to complete, but you have to make it relevant for your audience and drop the sales pitch.

Finally, don’t forget about the value in finding and sharing information with others via your social media network. It the content is of relevance, high quality and related to the industry, share it within your community. It not only provides value to your audience, it also demonstrates that you’re paying attention to what’s happening in your space and recognizing that your voice is not the only expert with something to say.
 

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Mobile Content Marketing – Google Reports It’s Hot

Posted on August 16, 2012 by admin

Want to make more impact with your advertising dollar and maximize your mobile content marketing strategy? As the old saying goes, timing is everything. And according to Google, that timing should coincide with events occurring in popular culture.

The company references the recent Olympic Games as proof. With the kickoff of events, there were huge surges in online traffic accessed via mobile devices throughout the U.S. and Europe.

In the U.S., for example, Olympics related searches were ten times higher than normal during the first week of the Games alone. And, almost half of all searches for Olympic related activity originated from mobile devices like tablet computers and smartphones. What this means for advertisers is that there is a great opportunity to reach large audiences if mobile content marketing is tailored to current events.

Sharp increases in mobile activity have also been noted during major televised events such as the Super Bowl and the Grammys. Google hypothesizes that this is because people are increasingly using more than one technology medium at the same time – for example surfing the Net on their smartphones whist watching their favorite shows on TV.

By 2015, experts estimate that mobile searches will outnumber those initiated via desktop. Leveraging mobile content marketing is not unlike the strategies used to reach those searching from their home computers. However, queries should be designed for ease of use while on-the-go. To maximize SEO efforts, mobile content marketing should focus more on times and places. Designing sites specifically geared for tablets and smartphones is also important for SEO.

Companies who find ways to tie their content to trending topics will be the most successful when it comes to implementing a plan for mobile content marketing. Integrating content with social media efforts will also help drive traffic as well.

The experienced content writers at Susan J. Campbell Copywriting Services want to help your business make the most of its mobile marketing strategies. Contact us today and we’ll show you how to keep your brand relevant while maximizing return on investment.

Posted in Content Marketing, Mobile Content Marketing, Social Media Marketing | Tagged , , , , , , , , , , , , , , | 7 Comments

Developing a Powerful Social Media Strategy

Posted on August 15, 2012 by admin

Any project is only as good as the plan set forth to accomplish what is intended. The proper use of social media to grow and enhance your business’ marketing strategy is no different.

Social media is a great avenue that is now available to reach your consumers and extremely cost effective, but according to an online article a plan must be put in place so you know how to gauge your success.

First and foremost, before you develop any social media strategy, you need to know who you want to reach and what you want to accomplish when you have their attention. Setting some goals as to the number of clients you would like to obtain through social media would be a first step and clearly outline what action you hope to provoke with those clients.

Once you have that piece developed, you need to build in the maintenance piece. Your car tends to run better and last longer if you keep up with the proper maintenance, so will your social media strategy as long as you can sustain what you’re doing. Will you post to your Facebook or Twitter account daily, weekly or monthly? Who will do that?

Setting some assignments for you and your employees will help make sure that you’re staying on top of all you want to accomplish.

Once you have done a few of these things, measure your success and figure out where there is room for improvement. Have you seen growth in business through your efforts? What is working and what’s not?

Don’t forget to be honest with yourself and before you can sufficiently evaluate yourself, you need to make sure you have covered every aspect of your social media strategy. If you’ve left off a piece or have paid more attention to another area, then don’t be surprised if your end result is not what you expected.

Make sure you are covering each goal in your strategy, including the follow through and a few metrics and you’ll be able to gauge whether your efforts paid off or you need to reevaluate and change your focus.

And if you find that this is all too much to handle, you can always consult with a professional. Our social media specialists at Susan J. Campbell Copywriting Solutions can set up a strategy for you and implement it as well, if that’s what you need. Contact us today to put your plan in motion.

Posted in Social Media, Social Media Marketing | Tagged , , , , , , , , , , | 3 Comments

The Truth Behind Social Media as Part of Your Marketing Strategy

Posted on August 14, 2012 by admin

What’s social media really good for, anyway, when it comes to growing your brand and making more money?

Think of it this way:  Social media creates true brand advocates for your company, and they have serious power in carrying forward your good name and resulting in higher sales or leads. This is not the same as building hundreds of followers or sending out random posts daily without follow-up. Building brand advocates is the truth behind social media as part of your marketing strategy. And, here’s another critical note:  it’s just part of your marketing strategy. Social media can’t stand alone as your marketing efforts, and it can’t be omitted, either.

The truth is that social media is one avenue for having valuable, consistent conversation and dialogue with your leads or potential buyers (or donors). The keywords you utilize in blogs, posts, online polls, contests, Pinboards and LinkedIn conversations fit within the traditional marketing basics, such as releasing company news pieces, keeping your website fresh and new and utilizing a carefully planned mailer when the time is right.

Here’s another truth to ponder:  While you can establish a social media strategy yourself and carry it out, social media professionals have experience and training in how to put your social media strategy into your overall marketing efforts for maximum value. They know how it all fits together, and they know how to track, analyze, tweak and track again when it comes to gaining valuable leads and customer loyalty. This allows you to present real results to higher powers and to get your peers. It also helps you hone in on trends and overall tactics beneficial to your complete marketing strategy that zero in on your unique audience.

Social media isn’t the end-all be-all of marketing success for your company, just like any one tool you employ can’t represent all your branding efforts. It also requires a consistent effort and a planned strategy, thus avoiding random acts of post. It can seem expensive at first, while you’re growing your base of advocates. However, it’s also one of the most dynamic, creative, rewarding and effective ways to generate a loyal audience and keep them around for a long time.

Here’s a final truth to chew on:  As quoted by Zig Ziglar, “You don’t have to be great to start, but you do have to start to be great.” Start implementing a clear, planned strategy for social media as a tool in your overall marketing strategy today.

Posted in Marketing Strategy, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , , , | 8 Comments

Monday Morning Coffee with Frank

Posted on August 13, 2012 by admin

Our Monday Morning Coffee is a little different today because  we are feeling a little nostalgic this morning. Maybe it’s the clouds, maybe it’s the fact that school is starting in a few days, or maybe we just needed a good tune to listen to while we drank our own cup of morning joe. Whatever the reason, we want to share this fun song with you so you can enjoy it too. Make sure and watch for next week’s Monday Morning Coffee – you never know what we might have in store for you!

http://www.youtube.com/watch?v=vVGXcjM9SOQ

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10 Tips for Social Media Etiquette

Posted on August 10, 2012 by admin

Social Media can be an important part of your marketing mix, but sometimes when we get behind a computer we forget that there is still a code of etiquette to abide by. There are certainly unspoken rules that need to be considered so that we don’t end up inserting our virtual foot into our mouths. Proper etiquette will also help you maintain respect from fans, potential followers, and others in your industry. Here are 10 tips to help you mind your online manners:

  1. Don’t Be Wordy. Because you don’t have much time to capture your audience’s attention, it’s important to get to the point. If you don’t, people will start to tune out.
  2. Use Pictures for Interest. While content is king, having a site that is visually appealing can help peak interest and create a good first impression. Attention-grabbing photos are also more likely to be shared.
  3. Provide Continuous Updates. Fresh content is important to keep viewers continually coming back for more. Updates should occur throughout the day to promote visibility and ensure your brand stays cemented in the minds of followers.
  4. Stop Selling. Selling has to take a back seat on social media. It’s more about forming relationships and establishing yourself as source of credible, meaningful information. After forging relationships, customers will more likely trust and seek your brand.
  5. Respect Others Content. Claiming someone else’s content as your own is never a good idea – including personal blogs or user commentary. It reduces your credibility and can result in a battle if the original owner recognizes it.
  6. Plug Others Besides Yourself. Don’t feel the need to solely promote yourself. By uplifting others, you gain respect from fans. Mix it up a bit, and you’re likely to leave a lasting impression.
  7. Be Cordial to Competitors. There’s no need to shun the competition. They should feel free to follow you and vice versa. Tearing them down only serves to make you look bad.
  8. Be Quick to Respond to Feedback. When customers or visitors pop in and post comments to your site or take time out to send you a message, it’s important to acknowledge and respond promptly. It reiterates that their input is both valued and important.
  9. Address Negative Commentary. Don’t avoid negative feedback. Approaching it head-on in a courteous manner will do more to solidify your brand than ignoring it.
  10. Seize the Opportunity. When used properly, social media is a great way to connect with others and expand your circle of influence. Put your best foot forward and remember that every moment is chance to further your brand.

The social media experts at Susan J. Campbell Copywriting can help you make a lasting impression with your customers. Contact us today; we’d love to show you how.

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Is Facebook Really Dying?

Posted on August 9, 2012 by admin

If you think of the social media giant, Facebook, and compare it to the business world and Wall Street, you may think the company is tanking, taking with it the many investors who jumped on board early, only to lose what they had sunk into the online media superpower. However, if you consider the effectiveness of all it has to offer, Facebook is still very much alive.

It reaches more than one billion users, that’s according to an article on Social Media Today. So to say Facebook is dying, monetarily speaking, perhaps, but overall that would be hard pressed to say with accuracy.

The reach and availability Facebook has positioned for itself is a piece of connectability like never before. It brings together millions and now billions of people who use it to link up with family and friends from afar, use it to share their latest life news and of course there’s the business aspect. Businesses can reach customers like never before and stay in constant communication with their clients.

Business can also market to its customers through Facebook in very unique ways. By getting their customers to simply “like” their pages, their reach can be expanded through utilizing their customers to do the work for them. To enhance their exposure through utilizing their own customers can be priceless in the realm of getting their brand out there.

Facebook also has an uncanny way of getting its users to almost an addictive state. For many it’s the first place they check in the morning and the last thing they see when they go to bed. For businesses to have access to a venue like this is extremely opportunistic for them to build their customer base and loyalty.

To say Facebook is dying, maybe when it comes to the monetary value, but certainly not when it comes to the linkages and ability to connect people around the globe.

Posted in Social Media Marketing | Tagged , , , , , , , , , | 1 Comment

How to Get Users to Share Your Content

Posted on August 8, 2012 by admin

In talking with different companies as to how to re-purpose their content, we are often asked if it’s OK to repurpose the content of others. While we do want to protect the copyright of those who have generated original work, referencing their article or blog in another is a perfectly acceptable – and preferred – method in online writing. Proper attribution, linking and blending original ideas are all important in the process. After all, the idea is to “reference” the work, not copy it.

This thought tends to lead to another conversation – how to get users to share your content. This is an interesting question that deserves attention. To answer the question, I did a little research of my own and came across an article in SocialMediaToday entitled, “10 Reasons I Don’t Retweet You & Your Content”. While I may not agree with all 10 points shared in the article, I do think there are some good tips here. Let’s take a look at a few and how they may apply in your marketing world.

Get Users to Share Your Content by Making it Good
The point is very clear – if your content stinks, why would anyone share it? Of course, this seems pretty cut and dry, yet I have seen more than a few bad articles get shared time and again on Facebook and Twitter. The perpetrators could easily be working within a single network with one goal in mind – to get people to read and act on their content. If it isn’t quality content, however, the intended audience is likely to click on by.

Get Users to Share Your Content by Being Engaged in the Conversation

This point is something I myself have been guilty of – not because I don’t think it’s important, but just because it takes time. But, if you’re not engaged in the conversation, how can you expect people to share your information? If you want users to share your content, this step has to be part of an ongoing conversation. If they don’t view you as a expert in the field (something they could glean from the conversation), they won’t want to share your content.

Get Users to Share Your Content by Being Original


While I’m not a huge fan of Lady Gaga, she did get one thing right in her marketing strategy – originality. There is no one quite like her on the music scene and she continues to push the envelope in new and exciting ways. As a result, people sit up and pay attention. And, while I tend to prefer other music styles, even I know she was the one in the meat dress a few years ago. Take a few tips from the Gaga and be original. Gather the insight you have from your experience in your industry and learn how to share it in new ways.

Get Your Users to Share Your Content by Offering Something in Return

At times, people will share your content just because it fits with something they have to say for the day. But, you don’t want to wait around for these moments to arise as they are few and far between. Instead, offer a trade – your blog for mine, one guest blog for another, etc. Make it a habit of sharing other’s content and they will eventually share yours as well. Just remember, it’s just like networking – don’t expect something for nothing.

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