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October 2015

Er, what should I say about my business on social media?

What-Should-I-SayHere at Focal Point, we frequently talk to business owners and managers tasked with using social media as a part of their overall marketing plan. Often these folks can pull up their latest Twitter feed, link to YouTube, post on their Facebook page, and download their LinkedIN updates, but just aren’t very sure what to say when it comes to business use.

Staring into that void and pulling back is a fair feeling to have. After all, you want to get it right.

We hear you and we have some good ideas about how to plunge in – and get the tone and the content pitch perfect. This is why we work with our clients to develop strategies and use social media to establish them as subject matter experts in there industry, i.e., what you are great at doing or producing. Then, use that expertise to boost your credibility and value.

The trick is, not to simply tell folks you are an expert. Show them. Prove it by sharing interesting tips and developing relevant content in a journalistic style proving your are the expert in your field.

Anything that makes it easy for people to associate you and your business with excellence and expertise in your field is welcome. And the more interestingly you do this, the better.

What not to do? Boring stuff. Tweeting “Ron made #1 salesperson of the year” is yawn-able. Better is showing him getting that news while on on bike tour in Amsterdam in his dorky helmet and bike shorts…or maybe not, but you get what I mean! It’s more interesting and doesn’t come across as tooting your own horn. Businessman-on-BikeHumor cuts through the fences folks build to keep out advertising. And it helps makes companies like yours approachable, less stodgy, even cool.

One other thing about social media in business. The numbers rarely show direct correlations. And progress doesn’t happen right away. It takes time to build an image, enhance a reputation and create value. Keep the postings coming, invite others in your company to help, and stay open to new ideas.

So – jump off that precipice with your smartphone in hand, your fingers ready to tap, and your video on!

 

Need help understanding how to use social media?  Please contact us today to talk.

Chances are, you’re thinking about social media all wrong

Hitting-your-sweet-spot
Just about everyone is on the social media bandwagon. But chances are good that most folks using social media are misusing it and overlooking its real purpose.

At FocalPoint, we know that social media is about connecting with the people in your sweet spot. In other words, your customers, potential customers, those who are interested in what you do, or people with similar interests. Social media is about building relationships, establishing rapport and networking.

We also know that what social media is not about, is sales. In fact, using social media to sell is a real turnoff to those tuning in to your posts. Social media used correctly, is a gradual, organic development toward building trust in what you have to say. If your blogs and tweets are about sales and laden with calls to action, your followers will soon lose interest.

That said, effective social media will gradually generate more interest in your products and may build business as a result. But there is no direct link. It’s a gradual thing.

Social MediaRemaining active on social media sites is another big plus which is often overlooked. Multiple quality postings will not only increase awareness of your brand (name recognition as well us increasing understanding of who you are and what you do), it will also boost your company’s rank on search engines. But only if you produce regular quality posts. The more you post, the faster your brand will inch up Google’s search engine ladder. (We know because we track this information for our clients.)

Effective social media use will also show that you and your company are viable, contemporary entities that know what’s going on, know your business, and know how to communicate the knowledge to its best advantage.

Got a question about something with social media we didn’t answer? Ask us! Heck, we might even write a post about your question.

 

6 Approaches to Effective Marketing to Millennials

If you’re still marketing your message the same way you always have, chances are good you’re missing out on motivating top potential customers, the Millennials. This is true even if you are taking advantage of new social media forms of communication. You need to make sure you are using them in a way that aligns with how Millennials think and behave.

Millennials The young adult generation born between 1980 and 2000, Millennials are rapidly increasing their spendable income. Along with Gen-Xers, they are the future – and they need to be communicated with in a way that resonates well with them.

A marketing message that speaks to the older generation is going to come off tired and boring to Millennials. That said, some marketing truths are still solid.  These truths include telling a compelling story and offering an appealing, honest and humorous take on your product or service.  Allow me to offer up 6 quick things to think about before planning your next online marketing campaign…

6 Things To  Consider Before Spending Your Next Marketing Dollar

  1. Boredom is the kiss of death. Millennials thrive on edgy.
  2. They are multi-taskers, used to balancing many activities. They look for flexibility in hours, products and usage.
  3. Millennials crave individuality and identity. They want to be heard and understood. When you provide a micro-narratives (small unique stories that rely on human experience) rather than meta-narratives (generalizations), you picque their interest.
  4. They research, absorb and analyze new information far more quickly than Boomers.
  5. They love humor in unexpected places (including at your expense).
  6. They want to give back and will seek out organizations that do the same.

That’s asking a lot of your marketing. But the good news is that in today’s market, you can put smaller, more individualized marketing programs together in a variety of different places to target the Millennial market. That’s where we come into the picture.

Focal Point Understands Millennial Marketing

customer service_Focal_PointAt Focal Point, we know Millennials will research the organizations that interest them. We can help you build a solid online presence in a variety of mediums. We’ll make sure you are found in the right places with the right message.

Once you’re found, you will need to be memorable. So, we’ll help create a brand identity that will look good on small screens like cell phones and large screens like High def TV in interesting colors that say something subtle or brash about what you are all about. (Tall order, we know.)

We also consider using humor because it works so well with the Millennial crowd. That is, provided it is self-effacing, or sly, or edgy or pokes fun at something they can relate to.

Lastly, we’ll show you how to talk about your flexibility in a way that is approachable. And share what you’re doing in the community, too. Millennials are not as selfish as advertised. They get that giving back thing. Big time.

Start Marketing To The Millenials Now

If you are getting the idea that Millennials are pretty cool consumers, we couldn’t be more pleased. Now, let’s get this passionate, creative and edgy conversation started!