How To Utilize Twitter For The Holidays

Happy Halloween! As October winds to an end, it is time to face the fact that Christmas is only 55 days away. Have you planned your social media holiday marketing strategy? I tuned in to Twitter’s live #SmallGoesBig seminar on Tuesday for some insightful tips on how to spice up your small business’s digital presence this holiday season. Here are some key takeaways that social media professionals suggest you use to create a Twitter presence that will drive sales and promote awareness of your small to medium sized business (SMBs).

Research shows that consumers do use Twitter as a resource while holiday shopping.

Twitter represents a valuable opportunity to reach holiday shoppers. The social media platform performed market research on its users, and found that 24 percent of respondents plan to use twitter for holiday shopping. This does not account for individuals that browse the platform and are inspired by the content they stumble upon. Fifty-two percent of respondents also stated that in the past, they have seen something on Twitter that prompted them to make a holiday purchase.

Want specific stats toward small businesses? Research shows that six out of 10 shoppers follow a small business retailer or e-commerce site on Twitter. Consumers of SMBs are active on Twitter, it’s our job to catch their eye.

Give them what they want to hear.

Content is key. Holiday shoppers who use Twitter as a resource have stated they would like to see the following posts on SMB social media accounts:

• 44 percent want deals and special only
• 44 percent want sneak peeks/ first looks
• 36 percent want ideas for holiday gifts
• 35 percent want links to your online store

Twitter is about talking with, not at, your customers. Don’t be afraid to interact with your followers! Create in-the-moment conversations, engaging in topics regarding the holidays and your business’s services. Ask open ended questions to your followers like “What’s on your shopping list for #BlackFriday?” or “What’s your favorite #Christmas tradition?” Hashtags allow individuals searching for the topic to see your tweet, giving your brand wider exposure.

Use direct offers to engage customers

This tactic is aimed towards catching the eye of the 76 percent of Twitter users who have not planned on using Twitter as a holiday shopping resource. Twitter experts have coined two terms for direct offers shared on the social media platform - “Twixclusive” and “Flock to unlock.”

• Twixclusive offers are an exclusive offer on Twitter that your followers cannot find anywhere else. Post a link or an online code with the offer on a tweet. For example, “Get 20% off web hosting in the next 24 hours. Click the link to redeem.” The more frequently you offer Twixclusives, the more likely followers are going to check back on your page in the future.

• Flock to unlock incentivizes followers to spread your message by retweeting your tweet in order to unlock exclusive content. “Once this hits 30 re-tweets (RTs) we’ll give a code to save on a Yoga 11 making it $399! Make sure you’re following us!” When the follower retweets the content, it will show up on the home page of everyone who follows them, reaching a wider range of people. This method also encourages followers to check back on your page to see how many retweets the tweet received and what the code is to redeem the prize.

All Good Things Must Come to an End. (Period.)

OK, I know we just started 4th quarter, but in the marketing world, it is time to start thinking 2015. For many of you 2014 was a good…no, GREAT year. For others, not so much…but yes, my friends ALL GOOD THINGS MUST COME TO AN END.

Who knows what lies in wait for us as 2015 actually rolls in? Well (this is me, getting on my soap box), as an organized, strategic business owner…you know what lies in wait for you because you have PLANNED IT! Now is the time to start thinking about your 2015 marketing objectives and strategies (kudos to you if you have started already!).

And, how can you do that? How can you start planning for next year, when there is still 1/4 left of the current one? SIMPLE! Take an afternoon and complete these few easy steps.

1. Reflect back on what you did in 2014 that worked in your marketing.
2. What didn’t work?
3. What was your overall ROI in regards to marketing?
4. PLAN – in 2015, do more of what worked…and less of what didn’t in 2014.

Genius, I know!

As much as I hate “looking in the rear view mirror” when planning for the next year, it is imparative that we know where we have come from. That way, we know where we are going, and at least for the next 12 months, we can (try to) look forward through the windshield. Your business is now at the crossroads from where you were, to what you want to become.

With a proper marketing plan in place which outlines where you want to GO in your business, steps in how to GET there and ways to MEASURE the success of your plan, you will (no doubt) be ready to tackle 2015 like a pro.

Need help reflecting, planning and executing your marketing in 2015? Contact me anytime for a free marketing brainstorming session!

Renee SchneiderTrio Marketingp. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com

Marketing Success in 3…2…1…

Marketing Success in 3…2…1…

You’ve done your homework. You’ve defined your target market, developed a Unique Selling Proposition,  established a competitive advantage and refined your branding! Now you’re ready for the fun stuff—the marketing mix (i.e. direct mail, email, brochure, web site refresh, public relations) and all of the various tactics you’ve determined make the most sense for your company.

Now, the hard part comes! Translating your ideas into an effective and efficient (aka – affordable) marketing plan. We have had several Client Marketing Audits (we call them CMAs)  lately where we have reviewed the marketing mix for our clients and provided feedback on what they’re doing well and where they can improve. In almost every case, we found our clients needed to work on the following:

• Consistency: It is extremely important to your business success that all of your marketing looks, feels, and sounds the same. If your target markets hear the same message over and over again, the same way each time, they are much more able to spread the word in the way you want it to be spread (instead of making up their own stories)! We recommend that you audit all marketing communication pieces, as well as other customer touch points (i.e. invoices, fax sheets, email signatures, etc.) for consistency of your brand use (logo, fonts, design elements) and message. Where it is not consistent…fix it immediately.
• Frequency: The proper amount of “Marketing Frequency” depends on what you are selling, your target market, your business goals, your special offer, etc. Once you’ve prioritized your primary and secondary target markets, we’d recommend you “touch” your primary market twice a month and your secondary market once a month. Without this level of frequency, your momentum is lost between marketing touches and the impact severely diminished. Unfortunately, as humans, our memory is somewhat short (nearly that of a goldfish!), so constant reminders that you exist and have something to offer is necessary to establishing great top-of-mind awareneses.
• Variety: Consistency is good and frequency is even better, but if your marketing mix lacks variety, your efforts will suffer the consequences. Having your marketing rely on one or two tactics (i.e. direct mail, email, and web site) lacks the power of “touching” your audience from the many angles they take to review their options. A recent study showed that humans research on 10 DIFFERENT forms of media before buying your product/service. Are you advertising in 10 different ways? Or, only 3 (‘cause, that’s the average!)?  A combination of activities (i.e. a monthly newsletter, an email promotion, public relations, and social media) working together in concert allows you to “touch” your customer often! And, don’t forget this variety should include both value-add content and promotional content and not be too heavily weighted on either.

As you can see, designing the marketing mix to support your marketing strategy is much more complicated than just picking the communication vehicles you’ll use to “get the word out.” You must also be sure that your implementation plan includes all three of the above elements. Audit your own marketing mix for these elements, making adjustments as needed, and you’ll be on your way to a more effective and efficient marketing effort! Need help? You know who to call!

Renee SchneiderTrio Marketingp. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com

How to Keep a Client Relationship Strong!

How to Keep a Client Relationship Strong!

There is a fine line between being committed and being clingy. We want our clients to know that we care and have their best interests in mind, but we don’t want to scare them away by being a nag or too controlling. Here are a few ways you can show your clients you care about them without making them run for the hills.

1. FeedbackPositive feedback is just as important as constructive feedback. Make sure to let clients know what they are doing well so they can continue to practice it. Along with that tell them the areas you think they could improve on and offer some solutions or suggestions. Knowing the good and improving the bad leads to greatness.
2. Little ThingsClients appreciate the extra things that make their lives a little easier and won’t cost you anything. Hand deliver their flyers or brochures. Take the time to visit their events. These things are great ways to show you care without suffocating them.
3. CommunicationKeep your clients informed and up-to-date on how things are being executed and what seems to be working. Always get approval on anything you do. This will let them know you care what they think and also save you from getting into trouble. Don’t be too pushy about what you think needs to be done, business is a give and take relationship.
4. Its Not All About WorkHave a real conversation every once in awhile. You have a life and vocabulary outside of  business so use them to your advantage. You don’t have to hammer clients with business talk every time you see them. This will help you to create a relationship and get to know the clients preferences, tendencies, and style a little better.

Customer and client relationships are just as important as the actual business we do. Keep working at your relationships. If you would like a free consultation on how you can keep your business relationships strong, give TRIO a call.

Contact information can be found at trioagency.com.

Renee SchneiderTrio Marketingp. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com

How Should I Work With a Marketing Consultant?

Sometimes, as business owners, you are excited to put a marketing plan together and you have the best of intentions to make it happen! But, then it either gets put on a dusty shelf, never to be seen again, OR you realize you don’t have the marketing knowledge to do what comes next! It may be time to hire a marketing consultant to help grow your business. Read more to uncover things to consider when partnering with an outside marketing consultant.

1.  Do they ask a million questions and do a lot of research?

As a business owner you know your company better than anyone, and marketers need to know what you know (or as much as possible).What marketing tactics have you tried in the past? Did they work? What is your end goal? Do you have a marketing budget? Who is your target market? What makes them tick? Ensure that your new marketing partner has access to various industry resources so they can create a unique marketing plan designed to achieve your company’s goals.

2.    Do you fit well together?

Do your values align? Will your personalities mesh? It is important to make sure there is a good working relationship between business owners and their marketers.You will be working quite closely (or you should be!) with your marketing consultant. They should be your first call when anything marketing, internal or external, comes up, and both of you need to feel comfortable with each other.

3.    Do they respect your budget?

Hiring an outside marketing consultant can make people a bit leery. When you partner with someone, be sure that they respect your budget, and will communicate with you whenever they plan to spend YOUR money! It is important that your marketer understands that, even though business may be good, your cash-flow may have stopped for one reason or another! And, it is best to give approval on each individual expenditure, even after you give the“go- ahead”on the plan.

4.    Do they understand deadlines?

Making deadlines is a key part of marketing.As a marketer for various companies, every project is placed in order of importance based on the deadline! This helps prioritize projects so we don’t drop the ball.If you have projects you want your marketing partner to work on, in addition to the marketing plan, be sure to communicate a realistic deadline, so they can add it to their list of“to-dos.”They may have more than one client, so be realistic when you make your request.

5.    Can they help you measure the results?

What good does marketing do, if you can’t measure the results? The only expensive marketing is that which does not work! Be sure to allow your marketing partner access to the pertinent information required to measuring results. Don’t be shy! If your sales are up for 3 months in a row, PLEASE share that good news with your marketing partner! They want to know so they can beef up what you are doing to improve the results even more! Some companies think that a marketing consultant will work harder, if they believe the plan is not working….WRONG! Marketing companies want to hear about success and reflect changes in the plan to keep doing what is working.

6.    Do they have the expertise, or know where to find it?

Marketing consultants do everything from graphic design to public relations. Some companies may specialize in one service or another, so, if they don’t offer all services under one roof, it is important that are able to recommend and work with others in their field who can fulfill all areas of marketing (within your budget and expectations!) Plus, they need to handle all as­pects of the projects seamlessly so you don’t have 10 different companies to work with. You have enough to handle! Your marketing partners should want to be the “middleman” and/or contact person for any other companies you need to work with to accomplish your marketing goals.

Renee SchneiderTrio Marketingp. 515.259.0577
c. 316.644.7029
e. renee@trioagency.com