August 20th, 2014 — Advertising, Branding
You’ve already seen the power of search marketing.
It’s not a coincidence that the dresses you’ve been looking at or the bike you’ve been drooling over constantly appear in on screen adverts and all over Facebook. For a while now Google et al have been watching what you’ve been looking at, reading your profiles and matching subtle advertising with the stuff you love.
Whether you think that’s great or a bit creepy, it looks as though it’s a trend that’s set to continue.
A recent article about Tumblr in The Drum caught my eye.
Apparently, Tumblr is signing a deal with Ditto Labs. If you’ve not heard of them, they’re a firm that analyses photos on social media to look for brand related data. Anything from someone holding a bottle of soft drink to a picture of you wearing a branded jumper.
Well the deal will give advertisers the opportunity to see what their fans are saying about them and to get an insight into how they are perceived.
Is this going to be yet another way companies get to bombard us with random adverts for their stuff, or just an innocent exercise in understanding their customers in an attempt to improve their brand?
According to Tumblr, this partnership doesn’t mean you will be targeted based on what you’re wearing or holding in your Tublr photos…at the moment.
My own opinion is divided on this particular issue.
On the one hand, it’s useful to only get ads that are relevant to me, but it gets annoying when the item I’ve just bought keeps popping up.
What do you think of all this?
Is it a good thing that anonymous companies have such power over us?
OK, at the moment it’s the subtle placement of (potentially) relevant ads, but where does it stop?
Leave a comment below and let me know your thoughts.
August 13th, 2014 — marketing
A short departure from the usual posts about marketing, copywriting and social media today, but still relevant.
You can’t help but have noticed the rise of the selfie. From the world famous Oscar effort to that really annoying dance hit #SELFIE, they are everywhere. They were even banned at the Tour de France because of the dangerous situations spectators where getting into trying to get their heroes in the background.
You may think there’s nothing to one – a lot of it is being in the right place at the right time. But you’d be wrong.
According to an interesting post I came across the other day by Dan Zarrella there’s a lot more to a successful selfie than first thought.
What follows is an infographic he put together from a study of 160,000 Instagram images tagged #Selfie.
Take a look and grab some tips to make your selfie liked.
Author – Sally Ormond, Briar Copywriting Ltd
August 6th, 2014 — Call to Action, social media, social media marketing
Any marketer worth his or her salt knows the power of the call to action, but some feel it too much to include them in their social media marketing.
Surely the addition of a ‘share’, ‘like’ or ‘comment’ gives the subtle nudge needed by your readers to…well…share, like or comment.
Whilst ambling through the web recently, I came across this infographic from Dan Zarrella that looks at power of social media calls to action.
Find it useful?
Please share, like or comment below and help spread the word.
July 30th, 2014 — Just for fun
…especially the last line
If there’s one thing I love about Facebook it’s the images and pictures people share.
A recent one that caught my eye is this:
Not only is it interesting in the fact that you can test yourself as to whether you can read text backwards or not (which, incidentally, I can), but it’s also a howling blooper.
Have you spotted it?
Penultimate line – the ‘t’ is missing from ‘talent’.
What’s your favourite Facebook share? Paste it in the comments section below so we can all enjoy it.
July 23rd, 2014 — Branding, Customer service, small business web marketing, social media, social media marketing
The Power of the Human Brand
Have you noticed the “them and us” of business?
Whether it is networking, general chit-chat or trade fairs, the “big boys” make all the noise whilst looking down their noses at the small businesses.
Just because they’re bigger than you doesn’t mean they’re better. To be honest, they’re way worse than you.
How do I know that?
Because you have the benefit of a human brand.
What is a human brand?
Large corporations have oodles of cash to chuck at their market place. They can afford the biggest marketing campaigns, sign up celebrities and bankroll peak time TV advertising.
You can’t do that, but you can do something else.
Being a small business, you have the ability to reach out and touch your audience. Not in a creepy way, but in a way that leads to trusting relationships. Your customers can get to know you – the face behind the brand. That’s something that doesn’t happen with large corporations.
That’s why it’s important to make the most of your human brand.
If you have staff, it’s also important to make sure they’re involved with the business and share your passion. Investing in them will turn them into brand advocates, so when customers interact with them, they’ll receive the kind of personal service they want.
Making the most of your human brand is essential, but there are also a few other ways you can out do the big boys.
The chances are, because you started up your business, you love what you do (otherwise you wouldn’t be doing it). That passion is infectious and will shine through in every interaction you have with your customers.
Large businesses don’t have that; they just have executives that are simply there for their fat pay check. Their main concern is that sales targets are hit and shareholders are kept happy. They have no emotional investment in the business.
If you’ve ever worked for a large company you’ll know how slowly they move.
There are so many levels of management and rigid procedures; any change in policy can take months or even years to happen.
For the small business change is easy. You have no red tape to dodge and no board of directors to appease. Decisions can be made quickly and changes implemented instantly helping you react to you market’s needs.
There are only a few large companies out there that give exceptional service, the obvious ones being John Lewis and Apple (from my experience).
The people that work for large companies, especially at the lower end of the pay scale, are just there to do a job. They are unlikely to go out of their way to help you because it’s no skin off their nose if you go elsewhere. But when it’s your own business, every customer is like family. If they’re unhappy, you’re unhappy so you’ll do everything in your power to make sure they fall in love with your company and come back.
After all, even if you’re a little more expensive, they’ll happily pay a premium for excellent personal service.
Getting your human brand out there
To make an impact, your online presence has to be every bit as chatty and warm as the service your customers receive.
That means one thing – getting social.
Although you must have a stonking website that’s full of useful copy that tells the reader the benefits of dealing with you, it’s also important you have an active presence on social media.
Facebook, Twitter, Pinterest, LinkedIn etc., must be used regularly and actively. Don’t just use them as a soap box from which you can promote your business; talk to your customers, build relationships with them and give them useful information.
This openness is what will set you apart from other businesses. Be yourself; if your avatar is your logo, make sure you sign off your update with your name to let your customers know whom they’re talking to.
When you’re competing with big companies you’ll never be able to beat them on cost. That’s why it’s important you concentrate on the level of service you provide because that’s an area they’ll never be able to beat at.
Treat your customers and staff like family and you’ll build loyal, trusting relationships that last.
Author: Sally Ormond, Briar Copywriting