tylie eaves, Author at Vertū Marketing

The Double-Edged Sword of Social Media

October 7, 2014 by tylie eaves

It’s a familiar story: A customer has dinner at a restaurant and has a less-than-pleasant experience. Before the meal is even finished, a complaint is posted on his or her Facebook page, perhaps even accompanied by a photo. Now that many businesses have Facebook pages, these complaints are not reserved to an individual customer’s account, but can be posted for the general public to see.

Social media is a double-edged sword that business owners must learn to manage. While Facebook pages and Twitter accounts can garner positive attention, it can also be catalyst for negative publicity, if even one customer or client is unhappy.

One excellent example of the power of social media comes from one customer’s experience with a well-known airline. The woman perceived her treatment from flight attendants to be unnecessary and in violation of her personal rights. Instead of a phone call or visiting a customer service desk, she voiced her complaint on Twitter by using the company’s handle. Within a few hours, this one complaint had sparked a national debate about the rights of nursing mothers, reaching national media outlets. The airline had to then deal with the fallout of an exorbitant amount of negative attention–all from one tweet from one unsatisfied customer.

Not every customer will be satisfied nor will every complaint be handled in a way that will reverse the feelings of a displeased client or customer. However, there are ways that businesses can manage their social media accounts in a way that convey the following:

Excellent customer service
Concern for customer problems
Fast response to social media comments
Relevance in a digital world

The importance of good social media management cannot be understated. From maintaining a strong relationship with customers, to understanding how to use media platforms to boost business growth, it may be time to reach out for help. Customers appreciate prompt assistance from a company that is engaged with their customer base on a personal level.

Fortunately, businesses do not have to delve into the world of social media alone. Even the smallest business can benefit from professional experience when developing their social media presence. We can offer both large and small business owners assistance as they navigate the many aspects of digital and online marketing, including using Facebook, Instagram and Twitter advantageously.

Allow us to help you with the following:

Use Facebook, Twitter and Instagram to generate more website traffic
Properly handle customer service issues through social media
Develop Facebook ads for business growth
Build a strong and professional Twitter presence

In order to be successful, businesses must learn to harness the power of social media and use it positively to further the goals of the company. Failure to do so could result in a business that is unconnected with the needs of their client base or perceived as “out of touch” and disconnected. Social media is often the “hook” through which successful companies find new clients and maintain continuing relationships with previous customers. The relationship between business success and social media management has grown rapidly in recent years, and there is ample evidence pointing to continual growth. Do not get left behind in this race.

Want To Get Ahead? Consider Video Marketing

September 24, 2014 by tylie eaves

Many aspects of business have already made the jump from paper and print to online and digital. Companies that resist this change and are slow to match trends may suffer from lower profits and slower growth than competitors. More than ever, people turn to their computers, phones or tablets to get everything from their daily news report to contact with far-away family members. How can a business make progress and see growth in an ever-shifting and changing world?

One of the fastest growing trends in the marketing world is using video. Video marketing can allow a business to share their message or product in a brief but visual contact with a potential client. Consumers have short attention spans and a business has a very short amount of time to attract a new customer. It is more important than ever to ensure that brief time is as fruitful as possible.

One of the most memorable aspects of the Superbowl every year are the commercials. People may not remember the score the next day, but they will remember the commercials that were funny or endearing. The term “viral video” speaks to the power behind this type of marketing. A video, even a short one, has the potential to touch an individual on a personal level, creating a long-term relationship with a certain product or business.

If a business is not already producing videos as part of a long-term marketing plan, it is already behind. Cisco estimates that 69 percent of all consumer internet traffic will be video by 2017. Even small businesses can benefit from video content marketing. Videos should be short, but rich in content. One video can be worth the equivalent of thousands of words in print. It is now no longer exorbitantly expensive to produce videos, making this an obtainable goal for businesses of all sizes.

When investing in a marketing plan, including video, a company must ensure that they get a return on any financial investment made. A professional team can help build video content that is engaging, creative and specifically geared toward your target audience. Get an evaluation from an experienced marketer and learn how you can use your resources in the most effective way, even with a limited budget designated for marketing and advertising. The future of marketing is in video content–what are you doing to be certain that your business is not left behind?

The Foundation Of Good Branding

September 10, 2014 by tylie eaves

Identifying a “brand” is an important step for any company. Building a brand sets the foundation of a company’s relationship with the customer base and the springboard for a profitable and growing business. “Brand” is a term that is widely used in the business world, particularly as it pertains to marketing. However, determining an actual definition of this term can be difficult. According to Merriam Webster, the word brand can mean any of the following:

A category of products that are all made by a particular company and all have a particular name
A particular kind or type of something
A mark that is burned into the skin of an animal (such as a cow) to show who owns the animal

A brand, as used in the business world, is the product provided from a specific source. Essentially, your brand could be defined as the product or service that comes to mind when customers think of your company. For example, when customers hear the words “Coca-Cola,” perhaps they think of soda, Christmas (remember the polar bear commercials?) or glass bottle memories from childhood. Companies with a strong brand, such as Coca-Cola, build strong financial and emotional bonds with consumers. In turn, this creates brand loyalty, continued revenue from a loyal customer base and business growth.

It is important for businesses of all sizes to understand good branding and its role in the long-term success of a business. In fact, establishing a solid brand can eventually allow a company to charge more for products and services–which loyal customers will pay–in return for the reputed value and quality of the product. Do you have a clear understanding of your brand? If not, consider the following:

What services or products are offered to clients?
What is the purpose of your business?
Do you have an established customer base?
What are your goals?

As business owner or manager, it is your responsibility to establish and promote your brand. If your brand is suffering from a “brand identity crisis,” or you have never considered the importance of your business’ brand, it may be time to seek professional assistance. Some of the ways that we can help your business lay the foundation of good branding can include the following areas:

Cohesive visual branding: Choosing a logo and color scheme that will carry over throughout the entire marketing campaign
Online marketing: Ensuring that your brand is clear in all written advertisement and communication with customers, including Facebook pages, Twitter accounts and any other social media
Website management: Creating a “voice” for your business that is expressed in all copy and written material on your website

From choosing a tagline to building a customer-friendly website, it can be a complex process to understand branding and develop a branding strategy for your company. A marketing and branding plan should set your business apart, communicate the type of desired relationship with your client (causal and family like or formal and efficient?) and point to the goals of your company. Let us help you develop your brand strategy and build an encompassing marketing plan that not only will add intrinsic value to your company, but develop stronger and longer-lasting relationships with your customer base.

Sharpened focus leads to improved ads

September 2, 2014 by tylie eaves

It is estimated that consumers are exposed to hundreds of advertisements every day. From television commercials to Facebook ads, individuals are faced with an onslaught of constant visual “noise.” For this reason, businesses of all kinds have fierce competition when it comes to connecting with a target audience. Advertisements and marketing campaigns have to identify this audience and find a way to connect with potential clients.

Too often advertisements fall short of their intended goals, and businesses are left scrambling to find a new “hook” to draw in more web traffic and clients. When your advertising and marketing goals miss the mark, it is time to step back and evaluate the entire plan. Potential clients may slip away because they do not connect with the product that is promoted, but how can your business remedy this issue?

One of the first steps is to completely, honestly and openly evaluate your marketing plan. Is your business growing? Have you seen any return from your promotions? If not, it is possible that your ads are not focused enough to capture the attention of your specific clientele. Sharpen the focus of your marketing campaign by considering any of the following:

Are you advertising in the right places?
Do the ads communicate clearly and efficiently?
Can potential clients easily identify services and products available?
Is the marketing campaign simple, yet professional?
What makes your ads stand out among others?

It is no secret that Americans are among the most distracted people in the world. With the sheer volume of “white noise” directed at consumers throughout the day, businesses have just a few seconds to catch the attention of new clients with advertisements. It is more important than ever to have a carefully and specifically tailored marketing plan, as your business seeks to keep previous clients and attract new ones.

When a business sharpens the focus of their marketing plan, it will likely lead to an increase in business volume and a return on any investment. By seeking the assistance of an experienced marketing professional, you can understand how a business can refocus and move forward in a highly competitive and fast-paced economy.

Tips To Become A Great Entrepreneur

August 21, 2014 by tylie eaves

I recently read a great article by Forbes that consisted of nothing more than a list of quotes and tips for entrepreneurs BY great entrepreneurs.

It’s smart to learn from other people – when we do, we can avoid many of the mistakes we’d make if we were going it alone and ignoring the wisdom of others.

Today, I’m passing the wisdom on to you – by simply posting notable quotables from some of the world’s top entrepreneurs… courtesy of Forbes.

Read, learn, and apply:

“You don’t have to be first to market, you just have to deliver and execute better.”

– Jeffrey Sprecher, Founder, Chairman and CEO, Intercontinental Exchange, Distinguished Alumnus Award, Pepperdine School of Business Management

“Connecting and collaborating are your most powerful keys to success as an entrepreneur.”

“Ask powerful questions. When someone says ‘no,’ ask why.”

“Rejection is a gift and failure is the best educator. So when someone knocks you down, get back up.”

“Don’t let anyone’s opinion of you destroy you. You have to believe in what you do.”

– Kathy Ireland, Founder, CEO & Chief Designer of kathy ireland worldwide, 2011 Phenomenal Woman Of The Year

“You have to love what you’re doing. The best entrepreneurs have something to prove and it’s not about the money. And when you realize you’re not good at something, you need to try something else.”

“Learn how to write and talk. You are always trying to persuade someone.”

– David M. Rubenstein, Co-Founder of The Carlyle Group, 2012 Large-Cap Firm of the Year in North America by Private Equity International

“Get a finance person by your side because you absolutely need to know your numbers.”

– Michelle Marciniak, Co-Founder of SHEEX, 2012 EY Winning Women

“Don’t delegate at the beginning. The best way to get a handle on the business is to learn every aspect. If things go well, you’ll be able to hire people to take over the tasks where you don’t add value.”

– Seth Goldman, Co-Founder & President of Honest Tea, 2010 Top 5 Companies Of The Year, The Washington Post

“Don’t focus only on your business. Keep your ears to the ground and be ready for constant reinvention. No sitting back on your fat laurels.”

– Jennifer Blumin, Founder of Skylight NYC, 2013 EY Winning Women

“You have to make your moment and get them to call your name. And to win, you have to go all in. Not half in. Not part way in. All in.”

– Pat Riley, President, Miami Heat, 2012 Chuck Daly Lifetime Achievement Award

“Trust yourself. And remember making big leaps requires paradoxical thinking. When you have big goals, you often feel like you’re swimming upstream when everyone is pushing you back down in the other direction. But that’s what you want — a different result compared with what most everyone else wants or is willing to do what it takes to get.”

– Ali Brown, Founder and CEO of Elevate, 2010 EY Winning Women

“Failure is your best friend on the way to success.”

– Dr. Kjell Nordstrom, Business Author & Associate Professor Stockholm School Of Economics, Thinkers 50 List Award

“Telling your story right is hugely important because at the end of the day, you’re selling a story — not a number.”

– Michael Small, President & CEO of gogo, 2013 CEO Of The Year Illinois Tech Association

“If you’re afraid of losing money, you will not make it to success.”

“You must exist as a business with a better angle.”

“Money is just a tool to make things happen.”

– Hamdi Ulukaya, Founder of Chobani, 2013 World Entrepreneur Of The Year

Facebook Probed Us! What the Experiment Means for Marketing

July 28, 2014 by tylie eaves

Profiling consumers has become easier than ever in the last 15 years due to technology and our emotional interaction with the internet. Most of us – myself included – offer up our emotions to the entire digital world on a daily basis. We share our angst and content. We share what is funny to us and what makes us gag. We also share our life events and what is going on in our communities.

With all our feelings and opinions out in the ether, it was only a matter of time before tech giant Facebook began to play with the data. By manipulating the tone of the information available to users, Facebook was able to show that emotions are contagious through networks. Negative emotions from one status update can actually change the mood of the person viewing it. Additionally, users “liked” more posts if positive information was available to the user. On the other hand, when negative posts were added, users were less inclined to “like” posts in general.

Without clues from body language or voice inflection, Facebook users are able to empathize with others based solely on words. Imagine what happens when someone looks at a happy video or happy photo. If words alone can cause a measurable difference in mood, what power does an image have? More importantly, how can you use this information to improve your marketing campaign?

Power of Positive

This controversial study proves that people respond more effusively to positive stimuli than to negative stimuli. To draw in potential clients, does marketing need to stay on the positive side? I think that the answer to that question relies solely on one thing…what is the definition of positive? Can marketing be edgy and dark but still be perceived as positive? Is a positive ad for a bank the same as a positive ad for a non-profit organization?

As marketing increasingly relies on observational data, it will become important to identify what consumers respond to best. To be effective, businesses will need to more clearly define what a positive experience really means for the majority of people in their largest consumer demographic. However, due to human nature, defining a positive experience will be a monumental task for businesses and marketing professionals.

Science, Math, and Marketing

The field of neuroscience, combined with advanced analytical tools, will help to shed light on consumer buying habits and motives. Determining why a sale is made (or not made) for the majority of your consumers based on statistical analysis will help your marketing campaign to have more solvency and increase revenue. This means that the days of relying on a gut feeling are over, ladies and gentlemen; it’s curtains for instinct and opening night for big-data.

If your company does not already use an analytics tool for digital marketing, it is time to hop on the bandwagon, and find one right now! Facebook’s experiment proves what most marketing professionals already know; marketing is about the emotional response. Though some people are emotionally intelligent enough to inherently understand the motivations behind consumer purchasing, most people are not. To really understand the consumer, data is needed and a lot of it.

Don’t Be Upset, Use It!

Marketing is rapidly evolving to keep up with big-data and global consumers, and new sources of information about consumers pop up everyday. Don’t let the negative response surrounding Facebook’s experiment get in the way of your marketing success. It is clear that consumers respond better to positive information than negative, and it is now your job to make sure that is reflected in your marketing campaign.

Furthermore, as technology advances, Facebook will not be the only tech giant conducting social experiments. Social media platforms already analyze what is trending for their users, and it would only take a few algorithm changes to gather even more data about users. Taking advantage of the knowledge these platforms collect is essential for a great marketing campaign.

Big-data is no joke and using it to drive business can be challenging. Marketing firms like Virtue Marketing can ease the stress related to using data in marketing. Let us transform your business through the power of modern marketing techniques. If you aren’t a marketing professional, trying to create a campaign based on advanced analytics is not a great use of your time. VM can help you to maximize your time and resources by handling all of your marketing needs while you focus on other tasks.

Send us an email with your questions, and we will get back to you as soon as possible!

Market Locally, Profit Globally

July 10, 2014 by tylie eaves

In an increasingly global economy, growing revenue will depend on successfully establishing a brand presence across many regions and cultures. Though it may be easier to use the same marketing campaign globally, it makes more sense financially to have a flexible marketing strategy. Even though having a variety of marketing strategies is initially a larger investment, many potential consumers will be able to see your company’s products in the context of their own lives.

When marketing campaigns are tailored to certain cultures, consumers are more engaged with a brand than when a global approach is used. Having many diverse marketing campaigns can be a hassle, but here are a few tips to help maximize revenue in the global market:

Focus On The Consumer

This is one I have made a mantra — People want to be served, NOT sold. Stop thinking about what you’re selling and think about WHO you’re selling it to!

Marketing is usually focused on the product being sold. Whether it focuses on excellence in quality, affordability or innovation, successful marketing is all about the product. The future of marketing, however, will need to be about the consumer and how the product is a part of the consumer’s community. Accomplishing this goal will depend heavily on each diverse target market due to the fact that the world is such a diverse place.

For example (a very simple one), a company may have had a lot of success with a marketing campaign in India based on a cricket game. This campaign might also work in the U.K., but it would not work in the U.S. This is because Americans do not typically follow cricket. A similar marketing campaign based on the sport of baseball would have generated a lot more consumer interest in the U.S. Knowing the consumers and their values is essential to increasing profit through sales.

The average consumer wants to feel like the products he or she uses represent his or her values and lifestyle. Failure to properly recognize this need results in lost opportunities and lost revenue.

Trust In Specialized Teams

Far too many people choose to go it alone, and end up baffled when they don’t see results.

In order to focus more on the communities in which consumers live, it is useful to have marketing produced by individuals who are well versed in that community. If marketing is done in-house, it would be most effective to have small teams focused on many communities rather than one large marketing department. This way, the focus of the marketing material does not alienate the target consumer due to cultural misunderstandings.

If marketing is outsourced to a marketing firm, a competent staff will be able to identify the core values of the brand and create content appropriate for the target market. Marketing firms inherently understand that a campaign with a good return on investment must reach as many potential consumers as possible. These firms usually offer expertise for many industries and locations so their employees are already extremely adept at creating content for a variety of markets. Due to their expertise in a range of markets, it may be more cost-effective to use a marketing firm rather than having in-house teams.

Whether created in-house or by a firm, content still has to properly represent the overall brand. Marketing for China should represent the brand, but in a way that jives with Chinese culture. Effective marketing should make the product seem like it is already a part of the consumer’s life. Additionally, the brand values should fit in with the consumer’s values. These goals can only be accomplished by thoroughly understanding and effectively communicating information about a product in the “local dialect”.

Be Flexible

With loads of information rapidly becoming available to consumers globally, a marketing campaign needs to be pliable. Customers want to be engaged with and informed about the brands they spend their money on. Since consumers think locally but buy globally, successful marketing will need to be able to evolve to stay relevant within specific communities.

To stay relevant across multiple continents and cultures while also staying on brand is a huge challenge. Gaining revenue from targeted marketing will require a diverse group of individuals led by a Chief Marketing Officer or an excellent marketing firm like Virtue Marketing. Great brands stay ahead of their competition by finding revenue where others do not.

An infinite amount of potential revenue exists in the growing global economy, and a great marketing department goes after every penny. By connecting with many different communities worldwide, businesses can access previously untapped sources of revenue ahead of their competition.

Marketing for the Future: Tactics for 2014 and Beyond

July 1, 2014 by tylie eaves

The world of advertising and marketing looks much different than the popularized versions seen on TV. Many consumers do not believe in traditional marketing and up to 50 percent will rely on customer reviews and advice from friends instead. Many others will use the power of the internet to research a product and all of its competitors before making their purchase. With so many options and a generally dismissive consumer base, how does a marketing campaign gain traction?

For marketing content to be successful in 2014, it must do a few important things very well. Your content should be well researched and honest. It should be optimized for mobile technology. Content should also seek to communicate with consumers and make them a part of your company’s fan base. Selective multi-channel marketing content should be used, but with a specific client base in mind.

Moving Towards Mobile

Though the majority of internet users still surf the internet with a laptop or personal computer, about 40 percent use smartphones, tablets and other mobile tech instead. As mobile internet access improves, so will the number of people participating in ecommerce and digital consumption. To succeed, your marketing must adapt to be useful on mobile platforms.

Using marketing tools that are relevant and optimized for mobile tech will be essential to the continued growth of your company. Since approximately 25 percent of businesses do not believe that digital marketing is worth the investment, there is plenty of room for your mobile-friendly marketing to succeed.

Can You Prove It?

A common reason for a marketing campaign failure is a lack of evidence for product excellence. In other words, your marketing does not provide any information about why your product is the best and how it gotten to be that way.

Research shows that pretty much every consumer wants more information about the products they use than ever before. They want to know that their goods are safe to use, were ethically made and that other consumers were happy with the product. If your marketing at least acknowledges your customers’ need for information, then it has the potential to be highly effective…especially if competitors fail to do the same.

The Warm & Fuzzies

People will probably always be ruled by their emotions. That is why this section focuses on the importance of marketing that encourages an emotional attachment to your brand. For example, Subaru has a marketing campaign that focuses on the phrase “They Lived.” Videos of smashed up Subarus are played followed by an incredulous bystander saying “They Lived.”

This approach is successful because it highlights the quality and safety of the vehicle while telling a compelling story with a happy ending. Marketing plans that inspire emotion like this can be incredibly effective. Analysis of consumer feedback shows that customers seek out content that makes them feel like they a part of something special. Consumers want to relate to the products, so it is essential to create content that satisfies that need.

Multi-Channel Marketing

This term sounds complicated, but all it really means is that there are many ways to market these days and an effective marketing campaign will use several of them simultaneously! Consumers get their information from all kinds of places, so it is important to have a well-rounded market presence. However, too much information in too many places can become tedious for potential clients, so it is also important not to flood every available channel.

So, when your amazing and brand new product is announced, an effective marketing strategy could involve a digital press release, a short 30 to 40 second ad optimized for mobile platforms, product introduction via your website and an active blog focused on relevant industry or company information. Having a variety of ways to interact with your brand is key to growing your revenue, so don’t be afraid to try new ways of marketing.

Guess What? We Can Do It!

If you are looking to improve your marketing strategy, send us an email and we will do our best to help you accomplish your business goals.