I just finished what I think is one of the best books written on Branding I’ve ever read. It’s called Brand Delusions. It teaches you what branding is by telling a story of company in trouble and how they saved their brand. It’s an entertaining way to learn about branding and the counter-arguments you’re going to get when you try to adapt a new culture in your company.
Your Brand is a widely held set of beliefs and expectations about what you deliver and how you deliver it, validated by customers’ experiences.
The three reason why you won’t change and inevitably never get out of the hole you’re in.
1. You can’t admit to being wrong.
Usually not being able to change for the better comes down to one thing and one thing only, ego. Yup, you’re your own worst enemy when it comes to major business decisions. To change your organization into an innovative, growing, even thriving company you must take a long hard look at yourself and ask what’s holding you back.
When’s the last time you admitted to being wrong in front of your employees?
How well do you take feedback?
How well would your co-workers say you take feedback? Are you usually right about everything around the office? Are you too busy?(cliche answer) Is it you don’t want to let go of control?
1. Bid at the high end of the suggested bid range.
2. Continuously review and adjust your daily budget.
Make sure your daily budget supports your click goals.
ie) $10 per day at $2 per click = 5 clicks. $10 a day at $4 per click = 2 clicks.
Note: Wednesday is the highest traffic day on LinkedIn so adjust your budget and optimization accordingly.
3. Be leery of granular targeting.
Although it may seem counterintuitive, adding more criteria to a campaign severely limits your audience. Shoot for an audience size of 200,000 to 400,000.
a) Determine criteria
b) Create several campaigns with only one or two criteria
c) Carefully watch estimated audience numbers to see if they fall in the 200,000 to 400,000 range.
4. Pay attention to creative best practices.
a) Calls to action
b) Mention value-adds like white papers and free trials
c) Use legible images (50×50 is very small). If using words, make sure they can be read easily
Shoot for CTR (click-through rates) of above .025%. LinkedIn rewards ads of this nature while a poor track record is difficult to bounce back from. If you develop a poor track record, start a brand new campaign. In order to hedge against the poor track record, create three or more ads, put two live, then swap the third one in for the poorest performing one at the end of the first week.
Clients often ask the question of whether or not certain product features should be shared with the general public for fear of people copying them or defending against their tactics.
My usual response includes a quote from Eric Ries, author of The Lean Startup:
“A head start is rarely large enough to matter, and time spent in stealth mode-away from customers-is unlikely to provide a head start. The only way to win is to learn faster than anyone else.”
Sure, Pavel Datsyuk’s getting paid quite healthily to put these clips together for Reebok but just being willing to put this type of thing together shows a confidence in his ability to develop new shootout moves to add to his arsenal. Trying to keep these hidden and trying them only when no one’s watching would keep him focused on this one set. Instead, he’s letting everyone see and basically forcing himself to, as Eric Ries would suggest, learn faster than everyone else.
You can be sure he’ll have more to show this year and next. So should you and your business.
As an add-on to my last post entitled “Time to Reconsider What You’re Sharing on Facebook” , here are the four reasons people share Facebook content:
1. ToMake Their Life Easier
Here are two great examples of people posting with the intent of making some aspect of their life easier. Taron needs music for a soundtrack and Laura needs a goalie to play for her team. Each post also has an element of helping others *foreshadowing*…
2. To Build Relationships
If a nice pic of three great friends doesn’t strengthen their relationship, I don’t know what does. Seriously, though.
3. To Help Others
A nice music suggestion makes me happy. Thanks Danny.
4. To Craft Their Identity
We’re constantly posting pictures of things we like (maybe more so on Pinterest and Instagram these days), talking about issues that concern us, and stating our opinions on the absurd amount of people complaining about the weather these days. Originally, Facebook was all about crafting your identity when it was focused around actually listing your favourite bands and movies. Now, the ability to craft your identity lies in individual posts and the pages you like.
Now these are examples of people posting content that achieves these goals. For a business, create and post content that makes people’s lives easier, helps people forge relationships with you and others, is extremely helpful, and helps people craft their identity while identifying with you. And, of course, as illustrated below, make sure these posts fall in line with what people love about you. Discover this and get posting 2-5 times a week!
One day Alice came to a fork in the road and Saw a Cheshire cat in a tree.
“Which road do I take?” she asked.
His response was a question:
“Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat, “it doesn’t matter.”
– Lewis Carroll, Alice in Wonderland
If you don’t know where you’re going it’s going to be difficult to get anywhere. In life you must set goals, have a direction or a general purpose. The more you know about where you’re going, the easier decision making is when you come to the fork in the road.
If you add someone without permission what are the odds that person stays subscribed and actually reads what you send? Don’t kid yourself Charlie Brown, 95% of people could care less about your company. Who do you think you are, Cirque Du Soleil? The more you try to pepper people with your boring company “news or current events”, the more you alienate potential customers. No you don’t need to “just get your message across”, this is a major assumption most organizations make. Why do public entities think we want to hear what they have to say?
If you must communicate with customers make sure you ask the most important question you know they’re going to ask, “what’s in it for me?”. Are you going to solve a problem that they have or are you going to entertain them? If you’re not doing either of those two you’re wasting their time.
I was in a meeting this year and a lady, not knowing what we do, asked this most important question I had ever been asked around a boardroom table.
What do you actually do?
Simple right? Unless you’re a part of a brand new marketing strategy company who specializes in Social Media, marketing strategy and web design. What do we actually do?Make organizations smarter.
What we actually do is quite simple. We find out why you make sales, we find out why sometimes you don’t make sales and together we try and do more of the stuff that makes more sales. We find the best parts of your business and put them online for the world to find.
We base our strategy on the methodology, research, create, engage, measure.
Research: we find everything we can about your organization and your competitors.
Create: we develop your story and begin telling it somewhere (yes somewhere, we’re not sure until we talk to you, it could be Facebook, Twitter, a website, who the heck knows where!)
Engage: we establish a communication strategy including a method of acquiring feedback from your customers.
Measure: finally we develop a way to measure sales increases based on online lead generation. Yes we measure social media, no it’s not impossible we’ve done it lots before. Besides measuring lead generation and conversion rate we also use a lovely customer service measurement tool called Net Promoter Score. And remember, if someone tells you that you can’t measure social media, give them a Ken from Street Fighter uppercut.
We don’t claim to do anything we can’t, and we don’t try to be bigger than we are. We help smart companies who want to grow, with their marketing and strategy. We help you make more informed decisions based on data. We help you measure what matters to your business.
If you think we might be able to help you or if you just have some questions on marketing we’d love to chat. Leave a comment below or check out our contact us page (it’s pretty sweet…)