Cogitations, Ruminations & Recommendations . . .
From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
I was reading an interesting political article that speaks to marketing as well-on the subject of the difference between chaos & disruption. My thoughts: chaos leads to no solution or endpoint while disruption does. In marketing, disruption may be valuable, but if there is no endpoint or goal, you’re creating chaos, which is rarely valuable …
Two terrific books to read on marketing strategy: “Marketing Warfare” by Al Reis & Jack Trout, and “Guerrilla Marketing” by Jay Levinson (no relation) are two classic books providing some valuable insight & perspective on strategic planning, whether you have a large or small company. Let me know how you liked them.
In social media, it’s important to remember that content is for the reader & not for you. Therefore, post things that would attract people’s attention & ultimately get them to follow you because you’re consistently interesting online. A goal should be to attract eyeballs & motivate sharing of your interesting content.
If you’ve been following me, you know that consistency is a key to success in advertising. For your social media campaign, don’t post sporadically, post consistently on the same days and times each day or week, so followers can get the rhythm and look out for your messages.
Did you know YouTube is the second most popular search engine, next to google? Do you have a YouTube page for your business? It’s a great place for how-to’s where you or your product is the star providing the solution. Create short videos answering potential customers’ burning questions.
I see a lot of social media posts posted with hashtags, which is good. But many of the hashtags seem to be mostly descriptive with not a lot of popularity. To grow followers, get seen where they are-use hashtags that register well in popularity and also, relevant to your business.
Reading habits have changed…most people quickly scan content. Bullet points are a valuable device because they: – attract attention – seem easier to read – make your points better – keep readers engaged.
Creating new content all the time can be challenging, but if you’ve been in business for a while, you may have a treasure trove of good content in old forms of media. Printed newsletters for example. Repackage that content into videos, blog posts, Power Point and more.
Sometimes diversification is beneficial to your marketing mix, but not if it sacrifices consistency & impact. Better to focus more dollars and enhance frequency in one medium than to have limited frequency in many. Remember people usually need to see a message repeated 5-10 times before it resonates.
Brand confusion can be good or bad depending on your strategy. Sometimes good if your brand image is reminiscent of a giant competitor and people ascribe similar capabilities & stature to you. Bad, if people mistakenly call a competitor thinking that they’re calling you. Watch your colors, type, style & message.