Category Archives for "Marketing"

Aug 27

Top 5 Elements That Must Be in Place for Business Owners & Marketing Directors

General Info , Marketing

Top 5 Elements That Must Be in Place for Business Owners & Marketing Directors

Here at AmpliPhi, we have the good fortune of working with fantastic marketing directors every single day. If I were to paraphrase a very common concern we hear, it sounds a lot like this: “Spence, just a few years ago, people in my position were expected to do a handful of things – event publicity, press releases, promotional items, and traditional media advertising (print, billboards, TV/radio). Now, it seems there’s a new marketing channel available every single week. Whether it’s digital marketing, social media marketing, or influencers or ambassadors, my team and I have a hard time allocating time and resources.”

Although your company’s business objectives will vary, we’ve prepared these 5 elements to help give you a brief synopsis of the strategies we’re developing with our clients. Hope you find them helpful as well!

1.) Adopt a modern marketing strategy.

Distill your customer/prospect interactions into digital form as often as possible. Whether it’s video, audio, written, or a combination of all three, modern digital marketing allows us to create a repository of content that will benefit your target customers WITHOUT you having to be present. This opportunity for leveraging your knowledge is the most significant shift in marketing that there has ever been.

2.) Create checklists to “know what success looks like.”

Why? All of us can work 24/7 since there’s no longer a definition of a proper work day. Without checklists, you and I have a very, very hard time of knowing when we’re on-the-clock and when we’re not. Create a realistic daily checklist, and once you’re done, you can allow yourself to leave work feeling great.

3.) Create a “not doing” list.

In addition to the must-do checklist in #2, create a list of things you could be doing but chose not to do right now. Why? 2 reasons –

  • a.) It forces you to reconcile the best use of your time right now. By knowing what you’re not doing, you’re telling yourself that the things you ARE doing are the most important and high-value items.
  • b.) A “not doing” list helps assuage that gnawing feeling of “what am I forgetting?” Until you empty your head – so to speak – on a list, you’ll miss things.

Here are Steps to Effectively Implement a “Not Doing” List

4.) Use the checklists from #2 to create a series of systems for others to follow.

Think to yourself, “If I was a brand-new person working in my business, what would I need to do step-by-step to complete this task/project?” Why is this important? All of us are subject to the Curse of Knowledge; we know our businesses so well that we think to ourselves, “Doesn’t everyone know this?” Nope, they don’t. These step-by-step systems will prevent employee/contractor issues in the future since they’ll know what’s expected of them.

5.) Create a company organizational chart, but create the chart based on roles, and not on people.

Spell out each respective function in your business and – even if it’s currently just you – put the name of each person responsible for that function. For example, if one of your company’s roles is Accounts Payable, designate that role as a position on your organizational chart and write the person’s name. Why is this important? Most of us don’t realize how many hats they’re wearing until it’s spelled out visually. When it’s time to grow, we can confidently hand the least-important roles to employees/contractors using the systems from #4 and checklists from #2.

Which of these systems do you have in place for your business? Which one do you NOT have right now that you could see making the most immediate impact?

Apr 24

5 Ways to Overcome Your Fear of Approaching People at Networking Events

Business Development , LinkedIn , Marketing

5 Ways to Overcome Your Fear of Approaching People at Networking Events

Networking GroupYou have been invited to a networking event. You are excited and hopeful to learn new things and meet different, interesting people. It’s going to be awesome! Then you think of a crowd of unfamiliar faces, and the nervousness hits you. That’s followed by the expectation to be confident and sociable along with the incessant pressure to be witty and scintillating in front of people you don’t know. This was supposed to be awesome, you tell yourself, but you’re wondering if it’s more work than it’s worth.

If you are familiar with this feeling, fear not, because you are not alone. Here are 5 simple tips that may help you overcome your fear of approaching people.

  1. Be prepared – Dress comfortably and do your homework. Looking good will certainly boost your self-confidence. We all feel better about ourselves when we are well-dressed and comfortable. People usually have a positive impression toward those who carry themselves with boldness and are relaxed in their own skin.

    Also, do your homework. Try to find others who are attending the event and make a list of who you’d like to talk to. Do your research on them and figure out what they’ve been up to. These types of findings will be great conversation starters and give you a reason to approach them.

  2. Don’t overthink it – This can be really difficult, as overthinking is one of our natural reactions when facing a stressful situation. How exactly can we avoid thinking too much? Take deep breaths and approach the person you want to talk to immediately. It may seem hard, but it will prevent you from twisting the situation in your head. Waiting longer will only trigger you to overanalyze what could have been a simple “hi” followed by a nice introduction. If you are not sure what to, just throw away your script and be natural. You may even be vocal about being nervous, as people appreciate honesty. Remember: the more you think, the harder it becomes.
  3. Be yourself – Yes, this is a cliché, but the only way to get through your anxiety is to embrace who you are. You are not auditioning for a movie role or applying for a job, you are simply trying to connect with someone. Stop memorizing lines in your head, because more often than not you will not be able to use them. You don’t have to sound super smart, you just have to show the person that you are interesting enough to converse with. As you get more comfortable during the conversation, this is when you carefully add more flair to your dialog.
  4. Give genuine compliments – Once you’ve approached the person you’re going to talk to, be genuine in your conversation and the comments you’re going to give. The reason you want to connect with a particular person is because you are interested in developing a relationship with him or him. Be sincere in your compliments and comments. People like the feeling of being appreciated for the work they have done, especially when you praise them on something they exerted effort on.
  5. Remember, you’ll be just fine – Don’t be too hard on yourself. Whatever happens, believe me, you will survive. Real world practice is the best experience, and as you attend more of these events, you will come out stronger and more confident in yourself.

HandshakeApproaching people, be it a stranger or someone familiar to you, is not everyone’s strong suit. It really takes an enormous amount of courage to start a conversation with someone we don’t know, mainly because we are afraid of rejection and embarrassment. Nevertheless, choosing not to approach people will lessen your chance to grow your circle and learn new things. It is only difficult when you haven’t tried it yet.

Most importantly, remind yourself that you are not the only one. Others are surely as nervous as you are. Sometimes, you are too overwhelmed to realize that not everyone in the room knows each other. Face your fears and you will be surprised at how enjoyable it can be to connect with people.

 

Sources read:

https://lifehacker.com/overcome-social-anxiety-with-the-3-second-rule-1619636095
https://www.atlasandboots.com/travel-skills-talking-to-strangers/
http://invisible-advantage.com/how-to-approach-more-people-at-a-business-networking-event/

Mar 14

What is Social Listening and Why is it Important?

Business Development , Facebook , Instagram , LinkedIn , Marketing , Social Media , Twitter

What is Social Listening and Why is it Important?

Nowadays, social media is not just another platform for sharing pictures, life events and what you had for lunch. It is also used to voice your opinion about many different things. The digital revolution has changed traditional marketing and consumers have learned to take their inquiries, comments and criticisms online. Therefore, any business or brand for that matter, must learn how to integrate social listening in their marketing strategy.

Social Listening image

Imagine the amount of insights you can acquire from a certain market that is made up entirely of consumers who are talking about your brand. Social listening is the process of tracking and identifying what is being said about a specific brand or industry. It is important to monitor consumers’ tone when they speak about your brand via keywords, as they can help you leverage your insights and discover new ways to create content focused on your audience. Although social listening and social monitoring often go hand in hand, there is a certain difference between these two. Social listening does not merely focus on close monitoring through personal response on comments and queries. The main goal is to thoroughly analyze consumers’ sentiments and be able to extract pivotal insights from these conversations in order to create a strategy that is based on what people are saying. Think about it this way: social monitoring is like a cure – as a certain problem arises, it will help you be aware of and act on it on the spot. However, social listening is more like prevention – rather than just dealing with the problem after it arose, listening will help you prevent the problem from happening in the first place.

Why is Social Listening Important?

Brand Reputation

When you actively listen to what social media says about your brand, you know for sure that positive and negative feedback is inevitable. The thing is, social listening will help you identify and successfully recognize harmful threads before they create a lasting impact your brand. A good reputation is what allows a company to continue flourishing, and thus contribute to the entire brand health. 

Product Development

Social listening also gives more room for improvement. From the word itself, listening will help you get valuable feedback that could be the basis for your product development plan. Draw out an effective solution by focusing on the points that people find unsatisfying and highlight whatever works well for your brand.

Key InfluencerInstagram image

In this generation where even ordinary people can have an extended reach or impact on social media, it is also practical to know who has the power to influence consumers in a relevant marketplace. Influencers from different fields or industries love to discuss products online, particularly those they personally patronize. This may help you come up with a strategy if you know how to take advantage of their social / online connection.

Brand Engagement

What is the most logical thing to do after learning what consumers have to say about your product? Engage. Actively communicate with them and manage the growing brand loyalty so you can look forward to a potentially lifelong commitment between your brand and its users. In the age of digital marketing, it has become easier to reach out to your consumers to properly address their concerns through mobile and social media. Brand engagement is the key in making consumers feel that their voice is being heard and that their opinions actually matter.

Social listening, in a nutshell, will allow your brand to be at the forefront; it is just a matter of addressing and properly acting on your consumers’ wants and needs.

Mar 01

Boosted Posts vs. Facebook Sponsored Content

Business Development , Facebook , Marketing , Social Media

Boosted Posts vs. Facebook Sponsored Content

One of the most frequently asked questions I hear when working with clients on the Facebook platform is, “Should I boost it?” More specifically, should they boost a Facebook post they just created. My reaction varies every time I hear it because I know the client’s intentions are good, but sometimes it’s hard to explain my reasoning for not boosting. So let’s put it down in writing.

In the marketing world today, Facebook ads are just about the best way to spend a dollar. As long as that dollar is spent wisely!

There are 2 main ways to create a Facebook Ad. Boosted Posts and Sponsored Content through Ads Manager..

BOOSTED POSTS are what people are most familiar with because every post you create on your business page will have the option to, “Boost Post”.

Boosted posts are easier and much less intimidating for people not incredibly familiar with Facebook ads, such as the small business owner or employee. You can select a post that’s already on your page, choose a target audience, enter a total budget, and how long you would like it to run and voila. Let the reactions and engagement begin!

Boosting a post is great for brand awareness and can provide valuable social proof. Also, if your post contains a link, you can encourage people to visit your website. But again, that post MUST contain a link.

An example of what type of posts I’d boost are announcement posts. Whether it be a big company announcement like winning an award, an expansion, a new hire or announcing a big upcoming event, these types of posts are great for the fans you already have and people close to them, which is what boosting is good for.

FACEBOOK SPONSORED CONTENT created through Ads Manager is what I use 99% of the time.

You have much more creative control over what the sponsored content looks like in every way possible. The 20% text rule still exists (only 20% of your image can contain text) but you can include a headline (the larger copy right below the image), a news feed link description (the smaller copy right below the headline) and an optional display link which shows up in the lower left hand corner. There is also a large selection of Call To Action buttons including “Watch More” for videos, “Shop Now” for e-commerce and “Donate Now” for non-profits.

Another benefit of using Ads Manager to create your Facebook sponsored content is the sheer amount of available objectives. You can optimize your campaign for exactly what you’re looking for. Awareness, consideration, and conversion are the 3 main sections, and each section has multiple campaign objectives to select from. Obviously each piece of sponsored content can only have one objective, but there are many options, including Brand Awareness, Reach, Traffic, App Installs, Video Views, Lead Generation, Post Engagement, Page Likes, Event Responses, Messages, Conversions, Catalog Sales and Store Visits.

Another major advantage worth mentioning is the ability to target exactly who you’re looking for. There is some available audience targeting when Boosting a post but not nearly to the extent that you can when using Ads Manager. Not only can you target a custom audience that you’ve created but you can also overlap that audience with another detail. For example, let’s say I created an audience of visitors to my website over the past 60 days and then I wanted to narrow that audience down to those visitors to the site who live in Wisconsin, can do! And that’s just where it begins!

Some additional highlights inside Ads Manager are you can choose what you want to pay for (clicks, impressions, etc) and where you want your sponsored content to be seen (mobile, iOS devices only, desktop, right column, Facebook Marketplace, Instagram Feed or Stories, Messenger, etc.)

Plus, you can also Split Test your sponsored content making it much easier to figure out where your money is best spent. (I’ll expand on this in my next blog)

Whichever direction you decide to go, Boosting Posts or using Ads Manager, it’s a win-win. Facebook gives you the platform for the best audience targeting at a relatively inexpensive price…at least for now. So promote away!

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