ODE TO ANDY ROONEY: My Social Media ‘Pet Peeves’, Part One

TO BEGIN

Andy Rooney © holytaco

A picture of Andy Rooney © HolyTaco.com

Sometimes it seems like the bottom falls out and everything hits the fan at once. There are so many social media platforms and so many activities that it is almost impossible to believe that one could actually focus in on a specific issue or two that have become ‘pet peeves’. Well, the spirit of Andy Rooney must be around because this two part blog post is just what this is all about, this author’s bottom line, or social media ‘pet peeves’.

OUR FOCUS

So we are in agreement that it is possible to find a needle in a haystack. It is therefore also agreed that one can focus in on one or two situations exclusive to only one social media venues that needs to be brought to the fore. So what is the venue and where is this focus to be? That’s next.

WHAT AND WHERE
To get right down to it, the ‘what’ is facebook and ‘where’ has to be taken one at a time. Part One of this blog post will deal with facebook ‘pet peeve’ #1.

FACEBOOK PET PEEVE #1

An image of The Facebook Timelines for Business Page Cover Primer

An image of The Facebook Timelines for Business Page Cover Primer blog post on dbmei.com

The major recent consumer of my time and energy has been an exhaustive, extensive research project about facebook’s timelines for business page covers.

This detailed statistical analysis provides an ironclad conclusion. It proves that most small business owners and even some large companies, who should and could afford to know better, are clueless when it comes to facebook’s guidelines. In addition, some know the guidelines but just don’t care.

BE CARE-FULL
Well, that ‘devil may care’ attitude has come home to roost and has resulted in two major facebook business accounts being pulled from circulation. That’s right. Poof. Good-bye. Gone. One had 10,000 fans; the other had 20,000. Pleading ignorance or carelessness holds no weight with facebook. Facebook has made it crystal clear that it, not any of us, is in charge.  After all, we have ‘signed on the dotted line’ in agreement to their terms.

WARNING REPEATED

The Facebook Timelines for Business Page Cover Challenge

The Facebook Timelines for Business Page Cover Challenge, a blog post for dbmei.com by Alison Gilbert

I have written two previous posts about the facebook timelines for business page covers and created an actual facebook page called, Page Cover Mastery. In addition, as part of the research project, I have personally messaged business owners who have ‘violated the guidelines’.

My goal has been to inform and assist them. Their responses have been mixed. Some are in disbelief about their being a problem. After all, they get lots of ‘LIKES’ just the way their page is, even without an image in the photo area. Others are grateful for the information, understanding the gravity of the situation.

TOLD YOU SO

MarketingGum Blog Post

The MarketingGum Blog Post, ‘What you CANNOT do on Facebook’ © Orchid Web Design

The owner of one rather large company responded to my warning saying that he did not care. He stood firm in his conviction that he had paid plenty for facebook ads and he intended to put his URL wherever he wanted to. His company may be next. Who knows; who cares. ‘Told you so’.

END OF PET PEEVE #1

Now that I have your undivided attention, I know you can hardly wait to hear what ‘pet peeve’ #2 is. But you will have to wait until next week.

AUTHOR:

 

Alison Gilbert is a Digital Age Journalist. She is a regular contributing author to DBMEi, writes The Marketing Byte Blog and is The New York Graphic Design Examiner. Alison is the owner of MARKETING BYTES Solutions 4 Local Biz  located on Long Island, New York.
This boutique style – very personal service – hybrid company specializes in helping local/small biz generate sales leads by combining the best of traditional advertising with the latest online marketing technology. Contact Alison Gilbert at info@marketingbytes.biz or call 516-665-9034 EDT/NY/US. MARKETING BYTES serves local/small businesses virtually everywhere.

SOURCES 

Jon Ferarra, CEO and Founder of Nimble.com on Marketing Made Simple TV

Jon Ferarra, CEO and Founder of the social CRM firm Nimble.com sits down with Jeff Ogden of Find New Customers on Marketing Made Simple TV. Here you will learn:

  • Why the world really does need a new CRM offering.
  • The problem with CRM
  • How social media changed the world of selling and how sales and CRM need to adapt.

Marketing Made Simple TV publishes each week on Thursday at noon ET at a wide variety of sites.  We invite you to subscribe to the show to catch future episodes too.

Favor Facts over Frills in B2B Copywriting

Platitudes and empty promises go over like lead balloons in the B2B world, where people expect results. While emotion can often play a key role in turning prospects into leads – after all, the customer has to like you – B2B customers are visiting your site with an objective. Too much fluff can end up burying the sale. Effective copywriting delivers a message that lets customers know exactly how to meet their goals and compels them to take action.

Image c/o masstransmit.com

Here are tips for persuasive B2B copywriting without the frills.

Know Your Audience

The tone, style, language and vocabulary you use depend heavily on the people who are using your site. You may have a typical clientele, but you must still narrow your audience down to the actual person who is making the online search, ending up at your website and taking action. This person could be a business owner, a product manager, a VP of marketing, a buyer, a salesperson or an assistant. Identify your users and write content that speaks to them. Using the word “you” helps you further communicate directly to your readers.

Headlines, Bullets and Menus

These areas of text may have the smallest amount of content, but they play an important role and require powerful language. Strong headlines are brief and to the point – don’t waste space with language that leaves readers wondering what the page is about. Use bullets to outline the benefits of your products or services, making it easier for users to find what they’re looking for without having to comb through heavy text. The content on your site’s menu bars must navigate users to where they should be on the site; if they get lost, they’re likely to give up and move on.

Ask Questions

Asking your users questions helps them identify their needs and even discover challenges they weren’t aware of. Just be sure to provide solutions. For example, a marketing agency that provides digital display advertising services might ask “What Makes an Ad Effective?” in its headline. This gets readers wondering if their current advertising campaign is as effective as it could be, and compels them to read on for the answer.

Call to Actions

One of the main goals of a B2B website is to convert leads into sales. A successful call to action creates a sense of urgency and value that triggers an immediate response from the user. Vague call to actions, such as “Buy now” or “Click here” lack the detail required for an appropriate response – buy what now? Click here for what? Write call to actions that have a clear, concise message: “Sign up now for a 30-day free trial!” or “Contact us today to make an appointment!”

Case Studies and Testimonials

Rather than make promises and guarantees that aren’t for certain, tell your readers about true success stories. Testimonials help to build your company’s credibility. With case studies, you can highlight specific challenges and how you worked to meet them – proving to your readers that you have the resources and expertise to walk the walk.

Do you have any other tips for B2B copywriting that really works?

Author:

Jacqui MacKenzie is a writer for Straight North, one of the leading Web development companies in Chicago that specializes in Internet marketing, social media and SEO. She writes for a wide range of clients, including audiologist website providers and companies that help book a tee time online. Check out the Straight North blog! @ straightnorth

Sources:

Christina CK Kerley on Marketing Made Simple TV

In this in-person, high definition show, Christina CK Kerley, a real dynamo and mobile marketing expert of CKB2B.com shares insights on trends and ideas on the show Marketing Made Simple TV – hosted by Jeff Ogden of Find New Customers.

In this show, you’ll learn:

Just how big mobile has become.
Why it is a key to embrace it.
What is really important in mobile marketing.

Marketing Made Simple TV publishes every Thursday at noon ET and is syndicated at a wide range of sites. The show is sponsored by Avitage and Watchitoo. Interested in becoming a sponsor of the show? Contact the show host, Jeff Ogden, at jeff dot ogden at findnewcustomers.com.

It’s Time To Upgrade Your Marketing – How to Keep Your Brand Fresh

Why do some companies seem to be stuck in the 70’s and can’t seem to move forward with a new look and feel? I can’t tell you how many clients come to me who have not updated their marketing collateral in 10 years.  Some CEO’s are stuck in the old way of doing things and seem to not want to change. The word “change” scares many business owners and keeps them from updating the company’s brand. Is your company’s logo and marketing materials out of date and tired looking?

Even If It’s Not Broken, You May Still Want to Fix It

The old saying if it’s not broken don’t fix it holds true to many CEO’s who have been running businesses for 30-40 years. These types of business owners do not want to utilize social media and online marketing.  They want to stick with traditional advertising and telemarketing initiatives to drive new business.  However, they are missing out on new ways to promote their business and receive additional leads.  It can be frustrating for employees that are up-to-date on the current marketing trends to convince the CEO to change their ways. The key is to show the CEO valid reasons to change their ways.

Here are some tips to help convince “old school” CEO”s to upgrade their marketing:

English: Creating lifelong customer value with...

English: Creating lifelong customer value (Photo credit: Wikipedia)

Old Collateral – A great way to convince a CEO to change their collateral is to show them a brochure of a competitor.  The new brochures have more white space and are concise.  Developing a new brochure is a great way to rebrand your business and upgrade your marketing.  Costs range depending on the type of brochure you would like to produce.  A simple tri-fold brochure can cost under $1000 to design and printing costs are low.  The style today is more photos and less text..keeping it light and airy.

New Website – A website is the face of your business and should be consistent with your marketing material.  Many companies have not upgraded their website and are using an outdated website.  New websites can be upgraded with flash and new photos that make it look up-to-date.  The cost to redesign a website can be kept low if you provide the photos and content to a website developer.

Trade Show Booth – An old booth design can destroy your brand at a trade show.  It’s important to keep up with your competitors and design a new booth.  Show the CEO’s a competitors booth and explain that it’s important to keep your marketing materials consistent.  The cost can be high for this depending on printing costs…but you will use the new trade show booth at all shows.  It won’t go to waste and is a very important investment.

Social Media Marketing – Show the CEO your competitors page on Facebook and Linked-In and explain that it’s good to have a page as well.  There is no cost to develop a FaceBook page for your business…so there is nothing to lose and everything to gain.  Why not?

The most important item to a CEO is the ROI and if you can show this over time..then you hit a home run.  Set goals up front for the CEO and show him results and you will be a “star”.   Dealing with “Old School” CEO’s can be extremely frustrating..but learning how to work around them and show the benefits of upgrading can be rewarding.  Take it one step at at time and don’t hit them with too much change at once.  The turtle always wins the race!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

Follow

Get every new post delivered to your Inbox.

Join 36 other followers

%d bloggers like this: