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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.


Social Media or Social Mess?

This diagram was shown at a recent marketing launch showcasing a suite of new media measurement tools as reported in Business Media. It visually presents the current social media landscape as it relates to those who use social media in their communications—it’s confusing and becoming more complicated daily.

Unless you happen to possess a Ph.D. in online psychographics and analysis, the every day marketer is beginning to question the value of social media in general. And even General Motors recently expressed its thoughts on the subject by canceling the company’s $5-million-dollar social media advertising budget on Facebook.

I’ve heard some point out that GM’s total budget is a pittance in the context of Facebook’s total advertising revenues and, of course, that is correct. However, I think the more important point is GM found it confusing even with ALL of the company’s wise external social media counsel.

Which leads us to question the resources—both internal and external—that are being dedicated to social media activities. As you sort through your social media program, there are seven marketing tactics that will increase your reach and engagement with customers and prospective customers.

These are just the basics, but startlingly few B2B marketers truly use them:

Tactic 1: Use email marketing.

Opt-in emailings continue to outperform any other media type because such communication is direct and easy to understand.

Tactic 2: Use email newsletters.

Opt-in e-newsletters are excellent for keeping a large audience up-to-date with your most recent activities and announcements. Brevity is key, along with offering valuable tips. Lengthy articles should be saved for your website.

Tactic 3: Use a strongly matched branding and messaging system.

This system should be harmonized on your website and throughout ALL of your media communications.

Tactic 4: Offering sharing functionality extensively on your website.

This simple functionality allows your audience to easily post your thoughtfully written articles and other content on the many different types of social media they use. This gets your word out and spreads it to places you wouldn’t be able to post to easily. Examples might include LinkedIN, Facebook, Google+, digg, Technorati, Delicious, Twitter, Buzz, Email, RSS, Reddit, Stumblers, and SlideShare, to name several.

Tactic 5: Use keyword website optimization.

Using predetermined keywords throughout your website will drive traffic to your doorstep. Emphasize the one particular distinction your brand offers and push it throughout your website by using one set of keywords to make your point clear. A website filled with multiple and confusing value propositions will not earn the loyalty of your guests.

Tactic 6: Focus on Google.

This will probably set some off, but let Facebook be your secondary place of marketing, particularly if you are a B2B marketer. Here are some interesting facts to support my point:
  • Facebook reaches 51 percent of all internet users.
  • Google is used by 90 percent of all internet users.
  • Facebook had $1.06 billion in Q1 Revenues, down 6.5 percent year on year and down 32 percent sequentially.
  • Google had revenues of $2.9 billion, up 1 percent year over year and up 0.7 percent sequentially.
  • Facebook click-through rate is 0.051 percent, whereas Google’s is 0.4 percent. (Source: Business Insider.)

Tactic 7: Tie all of your media communications together.

It’s clear that Google has done a terrific job in helping its advertisers monetize their return on marketing investment (ROMI). So tying your entire media communications program—online and in print—to your website as your primary communications tool is the most proactive and effective way to market your business.

The social media complexities often serve to confuse rather than clarify what should be marketed first and emphasized. Following the simple tactics above will keep you out of the complexities of Social Media, which are plaguing so many marketers today.

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