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Beyond Social Media: 6 Digital Trends to Keep Your Eye On

August 6th, 2012 :: Monika Jansen

While social media is often cited as the most important element to add to your marketing strategy, it is only one piece of the marketing pie, a marketing pie whose main ingredients are engagement and personal interaction. Here are 6 other digital trends I have observed that all small business owners need to keep their eyes on – plus tips on how to take advantage of them.

1. Videos, Games and Apps

Blog posts, ebooks and how-to guides are incredibly important to your content strategy, but branded videos, games and apps do far more to pull in your audience.

Tip: Start with a 60-second, personable “explainer” video on your home page, and work your way up to a game or app as your budget allows.

2. Mobile Sharing

Location-based services are becoming more focused on actions, such as a “like” or sharing a link, than on check-ins.

Tip: Tweak your offers to include links to your social media accounts and website, where users can receive exclusive offers – and be pulled into your community.

3. Content Everywhere

With the use of tablets, smartphones and e-readers proliferating, so too is the consumption of video, podcasts, social media, games, ebooks, etc.

Tip: Diversify your content creation to include short videos and podcasts you create on your computer using the built-in camera – and stay active on social media (you knew I was going to mention that eventually!).

4. Mobile Optimization

Tablets and smartphones are increasingly the preferred way to access the Internet and consume all types of content.

Tip: Develop a mobile site and offer the most popular content – optimized for mobile – on that site.

5. Advertising 2.0

I’m not talking about advertising online, but rather advertising masquerading as fun and engaging online and offline activities, such as viral videos, events and sponsorships.

Tip: Sponsorships aren’t just for Fortune 500 companies. Find a local event to get involved with, and build your customer base by interacting with people in person at the event.

6. Mobile Sales

Mobile devices aren’t just being used for email and Internet access – they are also being used for online purchases.

Tip: Use geolocation to offer real-time deals, and make sure your ecommerce site is optimized for mobile.

What other trends have you tried out as part of your online or offline marketing strategy? Share your experience below!

Image courtesy of claireburdett.com

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Tags: apps, content creation, digital trends, eBooks, games, geo-location, Marketing, mobile sales, mobile website, podcasts, smartphones, social media, sponsorships, tablets, video, Videos, viral videos
Posted in Marketing | No Comments »

Social Media Small Business Success Stories: Part 2

February 16th, 2012 :: Monika Jansen

This entry is part 1 of 2 in the series Social Media Success Stories

In the first part of Social Media Small Business Success Stories, I highlighted four companies that have shaken things up online to create results-driven social media marketing campaigns. This article introduces you to four more success stories, to give you ideas on how to make their strategies your own.

Success Story 5: You can probably imagine that a company called Social Media Explorer nails it on the social media marketing front. This company is a B2B agency that teaches – you guessed it – social media marketing techniques and provides information products. Here are the secrets to their success:

Social Media Explorer uses Intent, a Twitter plugin, directly on their homepage to show users whether they are already following the company on Twitter. Are you making it easy enough for website visitors to follow you on Twitter or Like you on Facebook?
The company features numerous guest authors on its blog, and it promotes them by prominently highlighting authors’ social profiles to encourage reader interaction. Do you give social love to guest authors to help them expand their influence and feel appreciated?

Success Story 6: Take a moment to visit JarvieDigital to enjoy gorgeous photos and learn a couple of social media tips. Scott Jarvie is a professional photographer and namesake of the photographic method, The Jarvie Window. Here are his social media strategies:

Of course, Jarvie has exceptional photos on his site, but it’s his use of these photos that makes him a social media success. He uses different strategies to promote his services on Facebook and Google+ through photo sharing. Have you thought about the unique challenges different social networks present for your social media strategy, or are you trying to apply the same strategy to completely different communities?
Jarvie shares resources on his website and social sites to demonstrate his expertise and to grow his fan base. Are you freely sharing resources to establish yourself as a thought leader and to encourage more follows and Likes?

Success Story 7: Point your browser to SEOMoz, a search engine optimization and social monitoring service provider. This company uses its technical expertise to help it stand out socially. Here is what they do:

SEOMoz uses gaming mechanics to generate participation from their site members and writers. When these users post, comment, or Like content, they earn points to distinguish their expertise. How can you make engagement more fun and addictive on your own site?
The company knows to use social proof to build trust and credibility. Their home page features the logos of companies that use SEOMoz so everyone can see they’re in good company. Do your clients showcase your success? Consider using well-known clients to establish trust with visitors by using social proof.

Success Story 8: EasyLunchboxes is another example of a solopreneur using social media to compete on a higher level. This blog by Kelly Lester helps parents find healthy solutions for packing lunches for kids to take to school. Take a cue from Lester by trying these tips:

When users visit the Facebook page of EasyLunchboxes, they are greeted with a custom welcome tab explaining what the page is all about and why users should become fans. Don’t forget this valuable piece of Facebook real estate by seizing the opportunity to encourage visitors to take the next step and Like your page.
Even though she is a busy mom and an actress, Lester has taken the time to deliver unique content through Facebook, Twitter, YouTube and her blog. Her marketing plan includes strategies for each of these platforms, as well as integration across all her social media channels. Have you thought about your social media marketing plan in pieces and as a whole? Even though different strategies should be used for each platform, they should all integrate into a cohesive communications plan.

The companies highlighted in the previous two articles range in size from small to large and span across various industries. Use their stories to inspire you to create your own story of social media marketing success.

Do you have your own success story to share with our readers? Please leave a comment below.

Image courtesy of creative design agency Arrae

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Tags: blog, custom Facebook tabs, EasyLunchboxes, Facebook, games, Google, guest authors, Intent, JarvieDigital, Kelly Lester, Marketing, photos, Scott Jarvie, SEOMox, social media, Social Media Explorer, social proof, Thought Leadership, Twitter, YouTube
Posted in Marketing, Social Media | 3 Comments »

Social Media Small Business Success Stories: Part 1

February 14th, 2012 :: Monika Jansen

This entry is part 2 of 2 in the series Social Media Success Stories

I’m a firm believer in benchmarking to learn new skills and to tweak my knowledge base. Studying what other successful marketers have done well, and avoiding others’ mistakes, is an efficient way to gain a competitive edge. Here are eight social media small business success stories, broken into two articles, to inspire and to teach:

Success Story 1: Take a quick visit to The Prospecting Expert’s social media sites, and you will find our first example of social media success. The Prospecting Expert, founded by Steve Kloyda, is a B2B consulting firm to help sales professionals refine their prospecting skills. Here are the tactics in Kloyda’s bag of social media marketing tricks:

Kloyda has made impressive use of video and podcasts to expand his social reach and convey information in an clear and interesting way. Does your content translate to these media?
His social media channels share consistent branding, though use of Kloyda’s photo and logo across all platforms. Clean up your own image by checking your platforms for consistency.
Kloyda’s content is mobile through the offering of an iPhone app directly on his site. While custom apps may be expensive, they offer considerable value for on-the-go customers.

Success Story 2: Click on over to Coconut Bliss, an organic dessert company whose products became well known through social media marketing. Here is what Coconut Bliss does to make everyone scream for their ice cream:

The company shares fun experiences of customers eating their ice cream to show the brand’s friendly personality and delicious products. Does anyone on your staff know how to take great photos? Invest in a camera, and share photos across all your social media platforms.
Coconut Bliss gets fans engaged by running promotions and contests exclusively on social media. Consider launching your own contest to grow and excite your fan base.

Success Story 3: JamaicansMusic is an online music channel and quite the social media success story. Using their social media savvy, the company grew their fans to 1.5 million in only four months! Here’s what they do best:

JamaicansMusic keeps fans coming back for more by offering contests, free music and games to encourage Facebook fans to revisit their page and share it with friends. What can you do to encourage repeat visits to your own page?
Visitors to JamaicansMusic’s website know instantly that the company is social because there are three opportunities – right on the home page – to connect socially. Are you sending enough social signals and providing plenty of opportunities to connect?

Success Story 4: You don’t have to be a large company, or even one with multiple employees, to be a social media success. Ana White, a self-described “homemaker” who is really a carpenter, runs a website that empowers women to take on carpentry projects. White has over 51,000 Facebook fans who enjoy her DIY furniture projects. Here are her smart and simple tactics:

White publishes free how-to guides for building furniture, and she asks fans to post pictures of their finished pieces. Fans enjoy sharing with each other, and White understands that this sharing provides great user-generated content. How can you get your own community involved in the content creation process?
White has created a community and tended to it without overshadowing it. She comments on roughly half of her fans’ posts, and she doesn’t post all that often. However, her fans constantly post and answer questions for each other because the community has been set up for real communication. What can you do to take your own Facebook communications from one-way to a place of real community?

Next up: More inspiring stories in Part 2!

Image courtesy of creative design agency Arrae

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Tags: Ana White, Branding, Coconut Bliss, contests, games, how-to guides, JamaicansMusic, Marketing, mobile app, photos, podcasts, promotions, small business, social media, Steve Kloyda, The Prospecting Expert, video
Posted in Marketing, Social Media | No Comments »