How to Surf the Changing Tides of Social Media

It is a confusing time for social media. It seems like every day, new and conflicting reports come out about the future of different platforms. Is Facebook a sinking ship? Or is it simply being used by a new demographic? Is Instagram the new thing? Or should you be using Snapchat? In addition to all of the ever-changing buzz, Facebook has recently switched up their algorithms. If you’ve been watching your business’s page, you’ve probably noticed a big decline in the number of people your posts are reaching. So how do you navigate the tricky waters of social media marketing? These three rules will help you stay afloat: 1. No matter where you’re posting, make sure what you’re posting is worthwhile. The changed Facebook algorithm punishes posts that simply recirculate content or ask for likes. On all platforms, think about what would be valuable to your customer and consistent with your brand. Try to create interesting and original content whenever possible. 2. Pay attention to numbers and followers. The number of “likes” or followers you have isn’t the end all be all, but you should know who you’re reaching and how often. Analyze the success (or failure) of each post and tweak accordingly. This will also help you be more responsive to user engagement. 3. Diversify. Rather than abandoning Facebook for Instagram or devoting all of your time to Vine, try to build community on multiple platforms in a way that makes sense for your brand. This requires you to really get to know each platform, its capabilities, and who it reaches. If you don’t put all of your eggs in the Facebook basket, your marketing won’t die if the platform suddenly goes the way of MySpace

5 Ways to Make Your Business Greener

Happy Earth Day!It’s the perfect occasion to take a step back and see how you can make your business more environmentally-friendly. It might not seem like going green should be a big priority for a small business, but there are actually several benefits. Demonstrating a commitment to your community and environment shows that you care about more than making a profit, and it will make you competitive with other companies that are going green. If that doesn’t have you sold, reducing wasteful practices will also save you a ton of money. Here are some ways that you can start greening up your company: Reduce energy consumption. We all know that unplugging things when they aren’t in use is a good way to conserve energy, but this can be a big hassle when you have countless electronics and appliances plugged in at one time. Invest in some smart power strips that sense when energy isn’t being used and shut it off until it’s needed again. You’ll be amazed at how much energy (and money) you save. Go green with your printing. It’s great to go paperless when you can, but don’t feel like you have to go print-free to be green. Talk to your local printer to see what environmentally-friendly methods they offer. There are countless kinds of recycled papers, efficient inks, and energy-conserving printing processes available. Bring lunch. It might not seem like a big deal to drive 10 minutes to your favorite fast food place every day, but when you add it up over a period of time (and factor in how many of your coworkers are doing it too) it can seem like a big waste of time and energy. Start bringing your lunch or create a lunch program for your employees so they don’t have to worry about leaving the office at noon. Give employees water bottles. Bottled water is an incredibly harmful environmental product. Americans throw out nearly 40 million plastic bottles each year, and it requires millions of gallons of oil to produce all of the bottles that are bought in the first place. Consider giving your employees personalized water bottles. They’ll be grateful for the thoughtful gift, and you’ll rest easy knowing that you’re reducing unnecessary plastic bottle usage. Reward employees for using alternative methods of transportation. Encourage your coworkers to ditch their cars by rewarding those who carpool, take public transportation, walk or ride their bikes to work every day. The reward can be as simple as a shout out during a staff meeting or as elaborate as being entered into a drawing for a fabulous vacation package. No matter what you do, recognizing people who are going green will boost company morale and reduce your carbon footprint.

How to Use Micro-Nostalgia in Your Marketing

“Nostalgia...it’s delicate, but potent.” If you’re a Mad Men fan, you’re likely familiar with this quote from Don Draper’s poignant speech about the power of nostalgia in marketing. Brands using a nostalgic approach have found great success (Volkswagen’s famous “The Force” commercial is just one example), and the tactic is an excellent way to establish brand loyalty with Millennials. A quick scan of BuzzFeed’s articles demonstrates this age demographic’s love of reminiscing with articles like “12 Toys All 90’s Kids Loved” and “The Best Snacks From Your Childhood.” But infusing your marketing with nostalgia doesn’t necessarily mean that you should be looking back several decades. With social media has come the rise of micro-nostalgia. The faster pace of the social media world has expedited the development of fondness for past events. Facebook and Twitter have both recently tried to capitalize on this, with Facebook’s “look back” videos and Twitter’s recent stunt that allowed users to find the first tweets from any Twitter handle. So why is micro-nostalgia so successful? Its real strength lies in personalization. In a selfie-filled culture, being able to review recent personal achievements, important moments and even clever musings is valuable. Online personas are carefully cultivated, so seeing the highlights from an already polished version of your life is rewarding in a self-involved way. Though this idea fits well with social media’s purpose, it can easily be translated to businesses in two steps: 1. Keep track of your customers. What item or service did they purchase the last time they interacted with your business? Were they seeking out your business because of a special event? Track as many details as possible (without being creepy) so that you have good information to draw from. 2. Take the time to personalize your marketing. Did someone rent party supplies from you a year ago on their birthday? Wish them an early happy birthday and offer your services again. Did you create invitations for someone’s wedding? Send them a card with a high-quality photo of their invitations the week after they’re married. The occasions can be big or small, but if you can find a way to connect your business to micro-nostalgia, you’ll create effective marketing.

Tips for an Awesome Handshake

This is it. The big moment. The crucial first impression. The introduction that could close the deal. You extend your arm and suddenly feel very self-conscious about your handshake. Was it too hard? Too weak? Did you do that weird thing where you awkwardly grip fingers instead? Have you always done a three-pump shake? A confident and excellent handshake is something that every business person should have. The simple customary act instantly conveys a lot about your sincerity and competence. These tips will help you ace the handshake every time: Make eye contact and smile. If you’re looking around, you’ll seem distracted and aloof. If you’re staring at your hands, you’ll come off as insecure. Eye contact and a warm smile is exactly what you need. Get the positioning right. The lower joint of your thumb (the tissue between your thumb and forefinger) should be nestled into the lower joint of their thumb. Then make sure the rest of your hand is wrapped around theirs. An easy way to remember this is “bump and squeeze.” Bump the joints, squeeze the hand. Be the first to engage and disengage. You never know the style of your handshake partner until you’re actually shaking hands. Will they be aggressive or timid? Brief or lingering? You can eliminate the guessing by being the first to initiate and the first to release. Don’t go crazy with the shaking. One pump is plenty, and never exceed more than two. Everyone has had those handshakes that make you feel like your arm is experiencing an earthquake. They aren’t fun. Try not to get competitive. If you feel like you need to assert dominance or compensate for your status by crushing the other person’s hand, stop it. It doesn’t make you seem powerful. It makes you seem impolite. But whatever you do, don’t be a “dead fish.” This is the lowest of lows when it comes to handshakes. If you’ve dealt with a cringe-inducing limp handshake, you’ll understand why. If you need to, ask a friend or coworker to shake your hand and rate your level of firmness.

4 Key Questions to Ask Yourself When Developing a Logo

For logistically minded folks, a logo might not really seem all that important. You’ve got a great business plan and excellent customer service, so why worry about a silly little graphic, right? Wrong. Think of your logo as the first thing that greets a potential customer. It’s supposed to encompass your brand and plays a huge role in whether or not people feel an instant connection to your business. If your logo looks almost exactly the same as your competition’s, you’ve lost your first shot at standing out. Think about it. When most people (of the non-sommelier variety) are shopping for wine, what’s the deciding factor? The label. Your logo functions in the exact same way. It gives customers something to judge your company on before they really know what you’re capable of. If you have no idea where to start when it comes to designing a logo, ask yourself these key questions: Do you have a professional designer who can help you? Head to your local printer to find a designer who can develop a fantastic logo for you. They’ll work with you to develop something that represents your brand well, and their vast knowledge will ensure that the logo is ideal for different kinds of media. What do you want to customers to associate your business with? Are there certain values or feelings that are at the core of your company? Make them the central theme of your logo. What makes you different from the competition? This can be in terms of service or, more simply, design. If you offer something unique, try to figure out a way to incorporate it into the logo. And if everyone in your market is using the same items/colors/typefaces in their logos, make sure you do something totally different. Just because it’s used often doesn’t mean that it’s effective. What do you want customers to remember about your business? Logos are more likely to stick in people’s minds than a longform educational pamphlet on your services. If all they can remember about your brand is your logo, what does that visual need to convey?

A Guide to Last-Minute March Madness Marketing

The craziness of March Madness is already underway, and the buzz surrounding the event is in full force. March Madness is a marketer’s dream as it presents great opportunities for reaching a broad audience, and it’s not too late to hop on the marketing bandwagon. This is everything you need to know to make the most of the tournament’s marketing potential: Why does March Madness attract so much attention? Partially because the NCAA has a penchant for alliteration (March Madness, Sweet 16, Final Four) and partially because the event consistently draws a large and diverse crowd. Whether you live for these three weeks in March or have never watched the entirety of a basketball game in your life, chances are you’ll still get involved with March Madness in some way. The ritualistic filling-out of brackets allows people to interact with the event outside of watching the games and generates buzz in homes, offices, bars and on social media. As USA TODAY writer Bruce Horovitz explained it, “March Madness is a marketing mix that advertisers crave but can rarely find. It has wide appeal to a very young and desirable audience. It’s live sports -- one of the few things that’s TiVo proof. And March Madness is a social media gabfest.” How are big brands using March Madness in their marketing? Several brands are debuting new ads with celebrity spokespeople. Burger King’s TV spot features five-time NBA All-Star Chris Webber, Pizza Hut’s WingStreet ad stars ESPN anchor Scott Van Pelt, and Audi’s new ad features comedian Ricky Gervais. Other brands are focusing on experiential marketing. Bud Light is setting up a temporary Bud Light Hotel in downtown Dallas, complete with Bud Light-branded signage, pillow cases, and key cards. The hotel will also host live concerts and celebrity players. Another major trend this year is ambush marketing. Brands are piggybacking on the event without dealing with the outrageous expense of having in-game advertising. Companies using this approach include Pizza Hut (giving away the chance to win free pizzas), Hooter’s (offering free fried pickles) and Spam (creating viral videos of a goofy character named “Sir Can A Lot”). How can you get in on the marketing action? • Send out email blasts with a special offer. • Create a display ad to run on social media platforms. • Incorporate March Madness into your daily conversation with social media followers. • Hold bracket contests. • Tie-in a local team to make the marketing specific to your community. • Host viewing parties for your customers at your store/office or another nearby venue.

Marketing Lessons From One of Ireland’s Most Iconic Brands

When people think about Ireland, the Guinness Storehouse is often the first thing that comes to mind. But that hasn’t always been the case. In fact, the Guinness Storehouse didn’t even exist 15 years ago. So how did Guinness develop the number one tourist attraction in Ireland and reinvigorate its brand? By carefully examining its marketing and crafting a well thought-out branded space. Grainne Wafer, one of the senior global marketers on the Guinness brand, explained, "The Storehouse is a fantastic way for people to experience and engage with the Guinness brand. But what we are really trying to do...is make it as rewarding, enjoyable, engaging and as participative as possible. That’s true with everything we try to do on the Guinness brand in terms of marketing.” So whether you’re a large organization with an interesting history or a small startup, these lessons from Guinness can apply to your marketing: Focus on interaction. The Guinness Storehouse is carefully designed to encourage interaction with the brand, but also between visitors. There are digital games, bars and even a class on pouring the perfect pint to get people talking. Wafer said, “It’s a place for interaction among tourists who are traveling around Ireland, for the people who live there and for the new Guinness employees who are undergoing training.” In addition, visitors can use the giant interactive wall (one of the largest in the world) to leave messages that connect to their social media. Tell a story. Visitors’ exploration of the Guinness Storehouse begins with a guide telling them the origins of the brand. Preserved in the floor of the entryway is the 9,000 year lease that Arthur Guinness signed in 1759. As visitors continue on their self-guided tours, they learn about and interact with more historical facts, the actual brewing process and the evolution of Guinness’s marketing. At every point, the Guinness Storehouse invites visitors to be a part of the brand’s fascinating story. Know your audience. Before the Guinness Storehouse was built, the company recognized that it needed to start thinking about how to bring in the next generation of Guinness drinkers. They understood that people typically start engaging with the brand in their mid-twenties, so the design of the Guinness Storehouse is meant to attract “guys and girls who are at their first job stage, who are progressing a bit more.” The advanced technology and the juxtaposition of the building’s old exterior and strikingly modern interior serve to accomplish this goal.