Mar.ket.ing

mar.ket.ing. the business activity of presenting products or services in such a way as to make them desirable. (Encarta Dictionary)

The word “marketing” is an enormous concept. It’s comprehensive, all encompassing, extensive and expansive. How do we wrap our minds around the possibilities of marketing?   Grasping the options is almost mind numbing, especially with the pressure of making business happen on a daily basis.

To make the field a little narrower, there are companies “doing” marketing in a way that is innovative and fresh and may just inspire the rest of us.

Peter Shankman, a Morton’s Steak House fan, was flying into Newark, thinking about his favorite steak, and decided to tweet . . .

Guess who was listening. Morton’s Steak House. Waiting for Peter in the baggage area was a man in a tuxedo, a 24 oz. Porterhouse steak, and an order of Colossal Shrimp, a side of potatoes, bread, napkins, and silverware.

Is Peter a fan for life? More than likely. Even greater, Peter is now a marketer for Morton’s, a believer and evangelist for life. His story has spread galaxies further than his recommendation to eat at Morton’s Steak could ever reach through Yelp. You better believe this advertising will be building the Morton’s brand for many years.

Or take Instagram, the free photo-sharing app that has taken social media by storm in the last two years, now seven million users strong and growing, of whom 63% actively share 1.3 million pictures every day.

Bmibaby, a British low-cost airline recently launched their own Instagram feed and a promotion and competition, offering free flights to anyone who could best portray the beauty and culture of the 39 destinations where they fly. Just for their Italian destination alone, they received over 1,600 entries. Since there were so many who responded they decided to create a travel guide using all the pictures that were submitted.

Could the people at Morton’s or bmibaby have foreseen something like this happening? Maybe. But probably the greatest thing they did was pay attention to the activity that was created and then these companies jumped on the opportunities presented.

In business, we have to jump on board the opportunities to market our company that are right smack in front of our face every day. Whether that’s through the response from our social media like Facebook posts, Twitter feed, or Pinterest pins or through our website blog, pay attention to what works and what isn’t with your customer or client and then jump on it!

If you have questions about how marketing can work better for your company or you just need to get the ball rolling, holler at us. At Kroma Marketing, we’ll help you take the next step around the corner where opportunities await!  www.kromamarketing.com

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The “Social Loyalty Loop”

Things have changed . . . yes, and they have changed dramatically for marketing your business! Today’s consumer is connecting with brands in totally different ways than with traditional marketing strategies used in the past. In fact, many of those strategies are now considered obsolete.

In an article, entitled “Branding in the Digital Age; You’re Spending Money in All the Wrong Places,” in the December 2010 Harvard Business Review, David Edelman refers to research by David Court and others resulting in a theory known as “Consumer Decision Journey.” The theory states that consumers used to select a product by narrowing down their choices in a process known as the “marketing funnel.” Because of social media and the “in touch” environment the consumer is placed in, the process is much more repetitive as in a loop, a social loop, of bringing the brand around and around to the consumer through the social media. These “touches” along the “Consumer Decision Journey” have become an opportunity for the brand to influence the consumer “before, during, and very importantly, after” the purchase.

The theory has now evolved into the “Social Loyalty Loop” with “vast touch points” where the brands are now building campaigns to spread the word not only to buy into the brand but to “cultivate brand loyalists.” In “How to Create a Social Loyalty Loop,” Roger Katz identifies four ways brands can “fuel” such a loop. Here’s how it works:

  1. Brand Consideration (engaging)—Hyundai recently gave its fans an opportunity to build their dream car in the hopes that even if they don’t buy that dream car they will share it with their friends who consider the friend that shared it with them to have credibility—so “If so and so might buy a Hyundai, maybe I should, too;” a very powerful recommendation!
  2. Brand Advocacy (sharing)—New Belgium Brewing launched a new beer through solely through social channels i.e. fans on facebook invited their friends to join them in trying out the beer together—as a bonus, fans who participated were entered into a drawing for a party to share the beer with their neighborhood. All in all, New Belgium used relationships to build a friendly engagement with the brand through sharing.
  3. Brand Enjoyment (fun)—“Give fans something they can do that’s enjoyable, related to your brand, and, ideally, shareable.” Universal Picture’s promoted The Lorax by encouraging fans to add the large yellow mustache to a photo and then share it, hopefully prompting all kinds of “hullabaloo”, putting the brand into conversation, ultimately leading to participating in the brand.
  4. Brand Building (relevant/shareable)—Outside Magazine  tested their fans’ “Fitness IQ” by posting daily “fitness-provoking” questions, like a Myers-Briggs for fitness, that they could then share with their friends, who would then participate to find out how “relevant” the questions are to them, tying them into the brand.

We hope these insights will lead your business to powerful marketing solutions.

-Your friends at Kroma Marketing

Tweets, Posts, Blogs … and Our Election!

I know we are taught to never mix politics and business, but the impact of social media on this election is worth taking a look at.

“More tweets were sent during the first two days Republicans gathered in Tampa this week than in the entire 2008 election campaign,” according to chron.com. Yes, social media is abuzz these days in southern Florida. If it’s good enough for the GOP, and the Dems next week in Atlanta, it’s definitely a medium good enough for the rest of us.

Katie Harbath, Facebook’s chief liaison with political campaigns, says “Romney’s digital team deserves credit for its high level of engagement with its core audience. You’ve got to have good content that’s compelling,” she said. “The Romney campaign does a great job with this.”

Google spokeswoman, Samantha Smith, says the goal for Republican and Democratic conventions is for online connection between candidates and voters. “Even when they’re watching the conventions [on TV], voters are usually doing so with their mobile device in their hand or their laptop within reach,” she said.

However, connection is one thing but what really matters is engagement. “It really doesn’t matter how many people you have following you,” said Zac Moffatt, digital director of the Romney campaign. “It’s how many people you engage.” A candidate can boast about their “likes” or followers but are they “buying in” to the candidate?

According to chron.com, “Moffatt dismisses such numbers as ‘vanity metrics’ and says his campaign has been more effective at using social media to shape the campaign debate. As evidence, he points to the ongoing effort to embarrass President Obama after his ‘you didn’t build this’ comment about American business. The story generated little buzz in the mainstream media, Moffatt said, but Romney supporters ‘kept a narrative going that wouldn’t have happened without social media.’”

So how does this translate to doing business? When companies engage social media for their day to day business the hub bub usually surrounds the numbers. Social media specialists are now saying the numbers really don’t matter unless the people are paying attention to your product or service. It’s the quantity versus quality issue.

Kipp Bodnar, an inbound marketing strategist at HubSpot and the author, along with Jeffrey Cohen, of The B2B Social Media Book, says the companies need to ask some very key questions:
“Am I creating content at a consistent frequency that works for my business and is the content that I’m publishing…interesting to my audience? Are people actually finding it? Are people actually reading it?” Kipp says we should be focusing on “educating, entertaining, and informing my target audience, and in doing so I’m going to be able to convert a portion of those people into customers.”
The official GOP hashtag is #GOP2012; the Democratic hashtag is #DNC2012.

So what do you think about this all? How much will social media play a role in this election compared to those in the past?

Kroma Marketing – Thanks for your time and interest in our article!

Is Twitter and Facebook The 21st Century Marketing Source?

At three years old, Twitter has become one of the fastest growing media outlets on the market. In fact, traditional media, like newspapers and magazines, have somewhat given up on getting the news first. Celebrities, politicians, athletes are all getting in on the “news here first folks” freight train. In an infographic published August 14, 2012, it’s plain to see how social media impacted the Olympics for the first time in history.

If an event as old as the Olympics can be impacted by social media in such an astonishing way, so can your business. Twitter, Facebook and the internet are the “go to” for news first, but these outlets are also the “go to” for marketing your business. It’s the way people are getting the “news” on who is doing business online and how they are doing it and it’s faster and more far reaching than any other medium.

According to a study cited in the Huffington Post in an April 2012 article, “While email is used by more consumers to receive messages from companies, Twitter and Facebook are more effective at inciting a purchase, the study found — with Twitter emerging as the big winner. Thirty-two percent of respondents said that they were more likely to buy something from a company after ‘following’ the company on Twitter and 24 percent of respondents said they were more likely to make a purchase after ‘liking’ a brand on Facebook. In comparison, only 21 percent of respondents reported that a subscription to a company’s e-mail list makes them more inclined to buy from that company.”

If you haven’t gotten on that “news here first folks” freight train, it’s time to jump on board before you get left behind.

So what are your thoughts?

Kroma Marketing -Contact us here at Kroma so we can help you do your business more profitably, faster, and more effectively

Tantalizingly Tweetable Titles

Have you ever spent hours writing a seriously awesome blog post, shared it on all of your social networks, only to have a couple people actually click on it? I mean, how frustrating! Well, as it turns out, it might be the title of your post that is perhaps, not so great. We are experimenting with the idea of “Tweetable Titles.” It is basically exactly what it says, to have tweetable titles. The idea is to make blog titles something that readers would want to click on, and want to share with their followers, too.  While keywords are important, they are not always going to be catchy, and retweetable. Here are a few things to think about, when writing a “tweetable title.”

Ask yourself if you would click the link. Would the title of your blog compel you to click? Or even retweet? Sometimes, you have to write your blog titles more creatively rather than strategically to get the amount of traction you would like.

Will the title fit in a tweet? Remember that tweets can only be 140 characters. Subtract the characters of the actual bit.ly link, and the characters in your own twitter handle (in a retweet your twitter name will be present), and you are left with about 100 characters in which your blog post should fit. That can fill up very quickly!

Does it relate? Often times, when you tell people to get creative, they get so off-the-wall that the title doesn’t even relate to the post. A blog post about how to properly clean hardwoods should not have the title of “Get Rich Quick!!” Sure, you might get people to click the link, but then you have angry readers when they find out what it is really about.

What have you found that has worked when naming a blog post? Comment below.

Click to tweet this!

For more content marketing tips, check us out!

Top 4 Most Annoying Social Media Habits

I used to think my co-worker “little brother” was the most annoying thing in my life, until I started paying attention to all of the annoying things people and companies do from my personal social media accounts. So here are the top 4 things that you can do…that can and will be super annoying to all involved.

1. Asking for Twitter RT’s. Please stop begging people for retweets, just stop. It will only make others tune you out, and you won’t gain any credibility doing it this way.

2. Linking Facebook & Twitter Accounts. First of all, if you are linking both accounts, chances are you are posting way too often. You should not post to Facebook more than twice per day, as to not fill up your friends/fans newsfeeds. Secondly, in twitter you use hashtags, in Facebook you do not. It is a giant pet peeve of mine when I see hashtags on Facebook. Lastly, Facebook posts to Twitter are typically longer than the 140 character limit, resulting in a link to the original post. Annoying! Just create separate posts that are made for each specific network.

3. Auto DM’s. Auto Dm’s are extremely impersonal, and pretty annoying. I didn’t follow you because I wanted to be sold something through a generic DM, I followed you because I wanted to hear information relevant to me. So don’t talk at me, talk to me.

4. #TeamFollowBack. Sure, this hashtag in your bio and tweets may get you followers quickly, but how valuable are they really? They will be short-lived, and probably have no real value to you, or them. And really, I don’t think that highly of the people that use that hashtag.

What are your biggest social media pet peeves?

For more about social media, contact Kroma Marketing.

Your Social Swag

Social media is not about creating a new personal or brand identity, social media is about being yourself…be real and transparent. Sure, when job hunting or representing a brand, you sometimes need to be cautious of photos or comments being posted, but this should not change how you represent your brand on social media. Here are a couple guidelines for your social swag…

Adopt a Brand Voice.

A brand with little consistency on social media can provide little to no value to their fans and/or customers. Finding your true brand voice and sticking to it is a social media best practice. Also make sure your voice actually has a human aspect to it, no one wants to engage with a robot or machine. So be friendly, and adopt a voice that aligns with your core values.

Be Transparent.

When you make a mistake, own it. Trying to hide it or cover it up is one of the worst things you can do. With as much word of mouth that brands get on social media, being honest and trustworthy will earn you brownie points. Stay classy, and you’ll earn uber respect from your fans.

Be You.

No one likes a faker, in any aspect of life. So one of the most important things you can do before going social is to identify who you are and what you’re about. Relationships are created both in real life and via social media, so be sure to show your true colors!

What are some other social media best practices?

For more social media tips, visit Kroma Marketing.

How to Use Social Media to Build your Chiropractic Practice

When trying to build a practice, many chiropractors are torn by the thought of building a large revenue practice or building relationships with existing and new patients. The main thing that drives most chiropractors is the monthly student loan check that flies out with the rest of the bills. To help build a practice, you can create a buzz with social media that will reign in new patients, keep patients informed and educated about your practice via blogs, videos, and other discussion boards, and maintain an open conversation with current patients when they have questions or when they refer a friend.

With the old word of mouth campaigns, the only people listening were the ones being talked to. Now that one person has 200+ people (on average) that are connected with them via Facebook and Twitter, word of mouth has the potential to reach thousands of people. Creating share-worthy material is going to be the key to any successful social media campaign. One way to engage fans is to post information on your services, and answer popular questions from patients. Chances are someone else out there has the same question, and posting it for everyone to see will position you as the expert. It will also add credibility to you as a doctor, and show how you connect with and care for your patients. Referrals are also a huge aspect of building a practice. With the right incentives, you would be amazed how many people will refer their friends, friends of friends, and family members. Same goes for social media. Offering some sort of incentive for referrals via social media can drive traffic towards your page, and ultimately new potential clients.

How are you using Social Media to build your practice? What has worked? What hasn’t? Share your thoughts below.

For more on how you can use social media for your private practice, contact Kroma Marketing.

How to get the Most out of your Social Networks

Facebook

Oh how I love Facebook. You can do almost anything on Facebook, and that’s that beauty of it. Facebook has also been a mastermind  at rolling out new features that you don’t even realize you need yet. Take the timeline for instance, many were opposed and soon all will wonder how we got along without it. So take advantage of all Facebook has to offer and try to implement different features in to your social strategy.

Twitter

I get that you probably tweet everyday, and find relevant things to retweet, but do you even know what Twitter really has to offer beyond your own feed? There are literally dozens of scheduled Twitter chats that take place every week. There is something for everyone, so get involved and engage in conversation!

Pinterest

Pinterest may seems like a never ending pin board of amazing recipes, nail art, and DIY anything, but it is also a great content hub and way to effortlessly gain traffic to your blog or website. You can post videos, photos, articles, and much more. Don’t under-utilize this platform, and get pinning!

What other social networks do you belong to? Tell us how you take advantage of your social networks!

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For more on Kroma Marketing, visit us here.

How to Leverage your Customer Service through any Communication Channel

One of the most essential things for businesses to understand is the importance of good customer service. Have you ever had a truly terrible experience with a company, and vowed to never use their services again? It was probably due to poor customer service. Problems happen, they just do, and it’s how a company chooses to handle those problems that sets one apart from another.

Use the same communication channel.

It is always a good idea, to try and solve the problem through the same communication channel that the frustrated customer has contacted you through. In the day in age of texting, tweeting, and instant messaging; the idea of waiting to speak with a customer service representative while listening to bad classic rock music is nauseating. So, if someone comes to you via Facebook with a complaint or a problem that needs fixing, address it by commenting back or by personal message. Whatever you do, keep it consistent, your customers will thank you for it!

Reply in a timely manner.

Nothing is more frustrating than presenting your problem to the right people, then not getting a response quick enough. Or even a compliment going unnoticed. Even simply acknowledging you are finding a solution, can bring peace of mind to the customer. It lets them know you value them and are working on fixing the problem, even if you haven’t solved the issue yet. The best thing you can do is have open lines of communication with your customers, and show that you really do care about them!

Be friendly.

Dealing with a rude customer service representative, is right up there with getting a tooth pulled…painful and unpleasant. As a frustrated consumer, it would only make me more frustrated to speak with someone that is not completely empathetic with my situation. Be personable and helpful, your customers will appreciate it that much more. Especially when speaking through social media. It is nice to see the human aspect behind the message or tweet. The extra mile is what will keep your customers around for the long haul!
What customer service issues have you had to deal with, that you wish they had handled differently?

To contact Kroma Marketing, go here.