Many seasoned marketers are all too eager to leave the social media marketing to younger professionals. The ever-evolving social media space can feel daunting to traditional marketers accustomed to broadcast and print marketing. But while the technology is different, the basic building blocks of marketing still hold true.
When creating a marketing campaign delivered through any media, you must…
- Identify your target market. In traditional marketing, we get to know the target market through quantitative or qualitative market research. With social media marketing, we can get to know the target by “listening” on the social media platform. What are customers saying about the product? About what they want? About how they use the product? Same questions, new media.
- Create relevant messaging. In traditional marketing, the development of the message can be a very long, intensive process. With social media marketing, the creative development cycle is usually much faster.
Data safety is serious business, and several surveys published this year have shown that the biggest risk to data safety is your employees.
The notion that your employees hold your business’s security in their hands is a scary one. Fortunately, the surveys have also suggested that it is usually out of ignorance, rather than maliciousness, that employees compromise data.
This means that employees just need some training and motivation to implement proper data security measures. Below are several steps business leaders can take to encourage their employees to make data safety a critical part of their roles within the company.
Run a security audit to see where the weak links are
This first, essential step helps you clearly identify the weak areas in your data security. Of course, most of the weak areas will have something to do with your employees. A study by Osterman Research found that 58% of respondents said malware was unknowingly downloaded by workers browsing the Internet, and 56% blamed the malware and phishing found on workers’ personal e-mail accounts for data security breaches. (read more…)
It’s no secret that making the most of social media is integral to the marketing, branding and customer services goals of any business. For small businesses, this can be especially true. In many cases, though, worthwhile social media management is easier said than done. Sometimes, taking a look at the way larger brands utilize their social media accounts can often be insightful. Take a look at the following examples.
Oreo – Brand identity/tone
Oreo’s social media accounts have very particular and cleverly constructed personalities. By posting a combination of puns, one-liners, random facts, pictures, vines, etc., as well as information related to their product, Oreo has developed a laid back, witty, and affable online personality for their brand. Having a casual and bubbly tone of voice makes the brand more approachable and relatable to customers.
Delta Air Lines – Customer services
Delta Air Lines is well known for the use of its “face-saving” Twitter account. (read more…)
Every day, businesses launch and established companies make the decision to re-brand in order to stay culturally relevant. So how do you ensure your brand has a strong voice and compelling content that best reflects your key messaging?
How do you convince consumers to actually care about your product or service in this highly competitive climate? The first step is to decide what your brand story is, be consistent in telling it and consider three vital elements:
1. Provide an excellent consumer experience
If your brand fails to meet expectations, consumers will become confused and abandon your brand for another that does, so it is important to continually deliver messages across multiple platforms that support your brand promise.
Take Warby Parker, for example. The company hit its first-year sales targets in three weeks and has continued to grow. In a recent interview, co-CEO David Gilboa said that the company is growing at a rate of 150% per year. (read more…)