Grow Your Business Through Engagement - 3 Tips

Never in the history of business has there been so many ways to engage consumers and grow Customer Engagement Puzzleyour business. At the same time you can use many tools to satisfy and retain your current customers. It may very well be "The Golden Age of Business".

But, it all takes work.

How about some first steps?

Know Your Current Customer Base - You would be surprised at the number of business people who don't know why people choose to do business with them. The best way to find out is to ask them. Ask what it is about your business that has driven these customers to you and make a list;

Rinse and Repeat - Once you've got a list of why customers have come to your business the goal is to keep them coming back. Look at your list. If they are impressed by what you've done...do more of it; 

Where is Your Customer? - This is a critical step in the process. Where does your customer hang out? What are they reading? What interests do they have? Once you know where they prefer to get their information, be it traditional or new media, start to spend more time in that space. This does two things: 1) Re-enforces their loyalty because they see more of you and; 2) If they are here so too are others that you want to reach, engage and turn into customers.

Three simple steps to get yourself aligned with your current customer so you can build your business through retention and recruitment.  

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So What Do you DO?

It's a question I get...all the time. Somebody asks, "So, what do you do?" and my reply is Woman Beach
that 
I have an advertising and marketing agency. The questioner then nods politely as if he/she understands. But, I've been in this long enough to know that unless your business is advertising and marketing the vast majority of people have absolutely no idea what we do in this space.  Heck, even my Mother often said, "My children? One is a doctor the other...I have no idea what he does something about advertising...I think."

And that...from my Mother.

So what do we do around here?  Two words:

Awareness & Desire

We create awareness of our client's products and services and we do that with many different techniques. It could be with traditional media such as television commercials, radio commercials, print advertising, billboards...you know the stuff you see every day. Or it could be creating awareness using new media or digital media like email, texting, Facebook, Twitter, blogging. You get the idea.  And, because not every product or service matches the media we need to discover who our target is and where they are hanging out.

Creating desire is all together different. Creating desire includes a call to action, visual images that put the consumer in a touch with our clients product/service.  Allowing them to see or imagine themselves using or at least trying the product or service we are delivering. We emote, we share, we drive a message that creates desire to learn more.

For example this morning I spent four hours looking at images of food as we prepare to create a website for a client. No, really...four hours looking and writing words that match the images that will create awareness and desire.

That's what it is we, and hundreds of advertising agencies do...every day. We like to think of it as a craft. The craft of creation.  

Maybe that's why, even my Mother, had no idea what I do...

Thanks for reading!

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Facebook for Business - 5 Tips

So now that you know "Reach Does Not Mean Action" how can you get more action from your Number FiveBusiness Facebook Page?  Glad you asked. Here are five tips we use that might help:

Post Often - If your Business Facebook Page only has one or two posts a week it's not engagement. We recommend at least a daily post and/or if something is going on that is a major event you can post around that event leading up to it and during;

Bring Value - People love to be on the "inside" of any business. Post interesting "inside information" about your business, your people, your mission. Then offer your services and insight so others see value in following and engaging with your Business Facebook Page;

Video & Photos - People like visuals so use them in your post. "A picture is worth a thousand words" and it is true. You can even make your own InfoGraphic with tools like this from Canva;

Build the Conversation - Your Business Facebook Page shouldn't be a "one-way street". Respond to people, engage people with a survey, ask questions and answer questions. Build the conversation and your action will increase;

Pay Attention to Metrics - Your Business Facebook Page has lots of interesting metrics available for you to use. Note when most of your followers are online and clicking through to your posts and then make a note to post during those times as well. And, just because your business might be open from 8am - 5pm doesn't mean that you should forget your followers after business hours. That's when they may be checking things out;

There you go...Five Tips for Facebook that, if you use them, will boost the conversation and your activity.  If you've got some more...hit us up!  Love to hear from you! 

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Use It or Lose It

Back in November the Greater Des Moines Partnership (whom I admire and am an active Look Local First 2015member) rolled out a marketing plan designed to remind holiday shoppers that buying local has an enormous impact on the local economy. Look Local First had all the stuff: Images, a website and even a hashtag #LookLocalFirst to be used to promote the program via social media.

The other day I did a Twitter Search for #LookLocalFirst just to see if anybody had been using the hashtag. You know, spreading the whole idea that "Shop Local" is good for the local economy.  Here is a screen shot of what I found.

Look Local First Twitter Mentions 21 DecLook, I get it.  People get busy, they forget and sometimes it's tough to market a movement...even if that movement helps serve the commercial interests of the area.  So, how about some social media tips for the use of a hashtag promotion?

  • Encouragement - If you've got a built in set of social media followers continue to encourage them to use the hashtag and make sure they understand the relationship they have to share the message;
  • Use It - In this case the last time I could see that the sponsoring organization used #LookLocalFirst was the end of November. A long range campaign needs engagement all the time;
  • Cross Promotion - Use other media to explain the message. A couple of short videos, done by (in this case) small business people gives a human reason to use the hashtag;
  • Key Players - Get some key players in your social media world to use the hashtag. People follow people;
  • Blog About It - One and done doesn't get it. Sure you can have a big rollout but if you move on too quickly it loses steam. Offer a few success stories;
  • Start Early - If it's a campaign meant to cover the fourth quarter or two months of the fourth quarter start the campaign awareness at least a month earlier.

Big companies and organizations often have way too much going on and tend to forget about the campaign they started. That helps nobody. Stay with it and your ROI will improve.

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Want A Brand Warrior? Give a Great Experience!

A "Brand Warrior" is a person who isn't afraid to tell others how fantastic, rewarding and VonMaurwonderful your product/service/store is.  They will use opportunities to "name drop" your brand, they will share photos of your brand, they will use social media to promote your brand and...you don't pay them a dime.

How does that happen?

It's not price. It is not convenience. It's not the paid advertising. It's all about the experience.

I've been a "Brand Warrior" for Von Maur for years. Why? It's all about the experience.

Here's a quick example:

Three weeks ago I purchased a bottle of cologne. The choice was made by a sample I'd been given by the Von Maur staff a few months earlier. It was OK...but for some reason the scent "left" just an hour after application.

Von Maur InteriorSo, I took it back. I was a little concerned that they might say, "Hey, you've used this for three weeks and NOW you want to bring it back?"

Nope...no problem, no pressure just a genuine concern that I got what I wanted. So, I picked out a different scent. However, my Bride didn't like it...so... within a day back to Von Maur.

Once again...no issue.  No "customer service hell" just lots of help and, yet, another great experience.

You want to create a "Brand Warrior" for your business?  Excite. Over Deliver. Empathize.  All while charging a price that is worth the..experience.

Thanks for reading!

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So What Does This Tell Us?

This morning I made two telephone calls to well known businesses in the Des Moines Metro. I Too Busy was not selling anything I was, actually, seeking to buy.

The first call was answered by a human (within three rings) who not only sounded pleased that the phone rang but also gave me her name.  I asked for the CEO, whom I know well, and Stephanie said, "I'm sorry but she is not in. Would you like me to send you to her voice mail or may I take a personal message?"

What?  A PERSONAL MESSAGE from a person...like written down maybe even on PAPER and HANDED to my friend?  Think I'll get a call back? (I will...)

The other call was to a business, that I also know well. The connection took over thirty-five seconds to complete.  I know because I called back just to time it. When the call was answered I was told that "everybody was busy" and that I should leave a message.  No directory, no option...just "General Voice Mail Hell".

My only other option was to fill out the very generic online form (which I've done before) and have my message go to "General E-Mail Hell". I know that because the last time I did this I received no call back.

So...what does these two brands say to you?

No, I ain't calling back number two.

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Let's Start A Media Company!

Thought I'd share something I head recently about advertising, marketing and the media. If Media Signyou've ever wondered if you could compete with "media giants" now is the time to act. And you have the power. Ready?

So you are in business and I come to you and say, "Hey, let's you and I start a media company!" No doubt you would wonder what I was drinking and might come back with, "A media company? Are you crazy?  That would cost a fortune!"

Maybe...and maybe not. If you've got seven minutes have a listen. I think you'll get it!

 

Thanks for reading and listening!

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Social Media Marketing in Northern Iowa

I'm honored to have been asked to be part of this amazing group of  NIACC Oct 2015 Two Use
professional marketers who will do a full day event about Social Media Marketing for Business.  I'll post a link to the registration page toward the end of this post.

Here's the deal: As a business person you've been told "Social media is free and everybody should use it." That, my friends is a lie. Social Media Marketing is not free it takes time and talent. That being the case why not attend a session where some of the best professionals in marketing will share their tips, suggestions and demonstrate what works...and what needs work. Here's more:

 

If you are in business you want to add more to the bottom line...while engaging consumers with your story.  Spend some time with us on 24 October at NIACC during the Midwest Social Media Summit! Here is that registration link.

Seek...answers.

Thanks for reading, watching coming by!

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Turning a Blind Eye...

Have you ever been so enamored with one or two forms of media Woman Blind Eyeadvertising that you turn a "blind eye" to everything else? Hey, you're not alone. That's why, years ago, we made the decision to listen to all the pitches we got from advertising folks. You never know when you might hit on the "silver bullet".

So, let's talk about an ancient advertising vehicle that you may dismiss because, heck, that "social media stuff" is new, flashy and..."free"! (Well, not really but you know what I mean.)

So, let's talk radio.

What? "Boring old radio?", "Nobody actually listens to radio anymore." "I only listen to satellite radio!" I've heard them all and never mind that, according to the Pew Research Center on Journalism and Media"Traditional AM/FM radio, meanwhile, continues to reach the overwhelming majority of the American public – 91% of Americans ages 12 and older had listened in the week before they were surveyed in 2014."

Yeah, never mind.

Chuck Meford MPL Talking Two 3 march 2015The issue isn't that "nobody listens" to AM/FM radio the issue is that you don't know how to advertise on radio and you won't listen to people who know the business. So, rather than seek the answers, rather than ask the question, rather than do the work...you turn a blind eye toward radio.

So, let me make this really easy for you. And if it seems like I'm shilling...well fine...but it's because I believe this might help your business.

On the 3rd of November, here in Des Moines, a fellow by the name of Chuck Mefford is presenting a FREE seminar on branding and radio. Chuck isn't some "fly-by-night" huckster he's got years and years of success in Chuck Mefford Book helping big and small corporations focus on their brand and their brand message with a focus on increasing sales. (Because that's the real measurement.)

Here is a link to the Des Moines Radio Group Registration Page and NOPE they are not paying me, they did not ask me, they don't even know I wrote this (until now). If you need more proof here is a link to Brands Formation the Chuck Mefford company. (Don't let the BIG NAMES scare you..radio is still affordable!)

Your cost to attend?  A little time.  And, if you tell me, "Michael, I've been to these free radio seminars before and they don't work!" I'll tell you that the reason they don't work is that you didn't work the system.

Does that mean "print is dead"? Nope but that comes later.

Thanks for reading! 

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Timing Is Everything...Almost

For those of you who follow our work you know that our advertising agency is the fuel that powers the only hour-long business news broadcast in the region, Insight on Business the News Hour.  To that end we do a IOB Newsletter Sept 2015
weekly email newsletter using My Emma.  That newsletter takes a peek our business interviews of the prior week and then lists our our studio guests for the upcoming week.  

The open rate for the newsletter runs about 30% and the click-through rate (people clicking on various linked podcasts, urls, etc.) runs about 8%.  As the industry goes we're pretty much ahead of the curve.

When we send it out on time.

The newsletter goes out each Monday morning just prior to 9AM. This past week we had some "issues" and did not get it out until the afternoon. The result was dramatic

  • The Open Rate dropped to 25%
  • The Click-Through Rate dropped to 4.6%

Some other interesting aspects of newsletter metrics:

  • Engagement - Those individuals whom we interview that have a strong social media presence receive the most clicks;
  • Sharing - Social Media Natives will also share the content more quickly;
  • Gender - Women tend to open more of the podcasts than men;
  • Images Matter - When we post an image of a sponsor vs. their logo the image receives many more clicks. 

We've been at this for over two years and the numbers are pretty consistent.  We thought we'd share with you just in case you are considering some newsletter marketing.

Thanks for reading!

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