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Branding Blogs – The New Internet Stickiness

April 5, 2011 by Lisa Chang Leave a Comment

Do you remember those days when we talked about using email newsletter sign ups to add stickiness to a website?  Well, they still exist but, we also talk about using branding blogs to build stickiness online as well.

A good portion of that online branding experience comes through social media, blogging and a variety of other experiences.  Yet, a good portion of the talk out there about Facebook successes or Twitter successes seem to surround coupons.  And, it seems to attract people.  It’s not always the best strategy and it can hurt a brand when used incorrectly.

This is one strategy that can backfire.  There are multitudes of case studies where too much discounting or couponing used incorrectly, erodes a premium brand.  Especially for high end brand names, if you wouldn’t coupon or discount in the real world to attract customers, don’t do it online.  Premium brands no longer get people to buy at premium prices when the brands keep offering discounts.  Everyone waits for the coupons and discounts to buy at the best price.  The brand and price point becomes eroded.

Don’t get me wrong.  I’m all for promotions but make sure it is strategically aligned with your brand.  If you’re a discount brand, then you’re likely to use this strategy much more.  If you’re not, use gifts or coupons as rewards of ideal customer behaviour such as referrals, recommendations, appreciation, testimonials or purchase frequency.

After all, if you develop an experience, people will come to expect it.  And, the people who appreciate that experience most will become drawn to it.  Thus, the new online stickiness.  We need to be aware of how we use it.

Once people receive coupons regularly and become incented to buy, they will come to expect it.  Many people join Facebook pages just to receive coupons and not because they are attracted to the brand for other reasons.  Branding is key to attracting the right customers and prospects.  If the brand is about other qualities of the product or service, then create an experience around those other qualities.  Brand strategically.  Be aware that the effects of coupons in the online world is just as powerful and possibly even more effective since word can travel more quickly and further.

So, if not couponing, what are some of the other experiences we can develop?

If it’s a consultative brand, demonstrate the consultative and informative nature of the brand.  If the brand is about quality, tell a story about quality.  Even today, I still remember brands that take a licking and keep on ticking.  That’s a story of quality and durability so let customers share their product experiences and leverage those brand stories – spread them.  Reward loyal customers willing to share stories so that the news travels!

Whatever the brand, make people aware through stories or blogs, videos and experiences such as gifts or coupons.  Keep it strategic.  That’s the honey that keeps the target audience drawn and stuck on your brand. 

When we put it altogether, that’s the new online stickiness!

Filed Under: Interactive Marketing Tagged With: branding via blogs, facebook pages, product experiences, quality stories

Blogging Online is Effective Lead Generation

March 9, 2011 by Lisa Chang Leave a Comment

Businesses have been involved with online marketing for a while now and one of the most effective ways for online marketing to take place is via blogging.

The quality of leads from blogging is of high quality when the content is substantial and what readers want to read.  In addition, when working with an online marketing firm, they help not only create effective content but they also promote it in all the correct ways gaining more visibility and brand awareness.

So, businesses that use online marketing via blogging find that their cost of lead acquisition is lower than traditional forms of marketing and branding.  In fact, it is only a fraction of the overall cost. 

Blogging is the first step to creating awareness on a website.  When combined with Search Engine Marketing, Social Media and Email Marketing, the results can be far reaching and impressive.  These days, online marketing is outstripping the performance of many traditional media forms. 

One of the things I find is that we continually grow the reach of the communications program on a monthly basis, reaching a larger and larger audience on a monthly basis.  Of course, this involves blogging but also other aspects of growing the online audience.

 

Filed Under: Interactive Marketing

All Roads Lead to Email Marketing

November 18, 2010 by Lisa Chang Leave a Comment

…that is, all online marketing leads to email!

While Facebook’s campaign that “email is dead” is a fabulous marketing tactic, email is still at the heart of all that we do. 

Just as we still need phone numbers for voicemail, texting and voice conversations, we still need email for our business or professional lives, email newsletters, transactional emails, mobile email or access to other collaborative services.

Even social media sites notify us of new content, messages and more via our own email boxes.  In the Online Marketing Funnel model, email newsletters / marketing are a great way to visually see peoples’ interest and engagement.  While other measurements through social media platforms or website traffic metrics offer insights, email marketing is typically subscribed by customers and the most engaged fans of our products or services.  These people subscribe to email newsletter because the importance of our messages range in the significant to very significant range.

Email subscriber likes or dislikes tell us a lot about our potential ideal customers out there and whether they will have a similar reaction to what we do and what we have to offer.  They provide a great temperature gauge for all our marketing communications and PR.

Email newsletters / marketing work in tandem with the sales process, the social conversation and it helps sales people start at a more productive point in the overall conversation when engaging people live or over the phone.  Email is an essential component of the overall program including the actual sales process as well as post-sales operations of the business. 

Email has become as essential to business as having a phone.  Since Mark Zuckerberg’s Facebook marketing campaign that Email is Dead, people are trying to evaluate both the truths and untruths of this statement.  It’s boosting people’s overall understanding of email’s value to overall marketing and communications programs.

I’m looking forward to seeing Facebook’s Social Email service and seeing how this road will lead to email.

Filed Under: Interactive Marketing

Build Quality Social Networking Relationships

June 14, 2010 by Lisa Chang Leave a Comment

We are all hearing that social media is the way to build our brand.  So, simply what do we want to make sure we do in order to achieve a more in-depth brand identity?

While there may not be a good way to have a deep relationship with everyone following your brand, we can all follow three simple rules to assure we’re participating in building a brand and relating to our social network.

First and foremost, make sure you’re providing value on a regular basis.  The key to valuable content is to inform, educate or entertain. We all have something valuable to offer.  Often, this education process can also reduce the time to sale when someone is ready to buy.  The more valuable, the more your relationship will have value to other people.

Secondly, remember to have a conversation with people.  If you’re doing all the talking and you aren’t commenting or contributing in some way to the community, it becomes apparent.  Answer questions, propose questions, promote your referral partners, recommend people, comment on their status and a number of other interactive communications activities in order to build your relationships. 

With a lot of friends or followers or connections, you may not be able to do this often but you’ll want to do a little bit with as many followers as you can possibly manage.

Lastly, ask your followers for feedback.  What do they think of certain topics?  Start a conversation around your own brand.  You are the host of your own party so get involved with starting the kind of conversations which lead to fruitful listening.

Some conversations are difficult to start or sustain especially if it requires specialized knowledge.  Marketing and sales is a long term activity which doesn’t stop.  As you show that you are genuine and truly passionate about your brand as much as the people who follow your brand, you’ll get a lot further.

Keep working on it.  Some topics are more difficult to discuss than other topics so don’t be discouraged.  Keep up the conversation with people.   Consistency is important.  When people become accustomed to listening, they want to keep hearing and sometimes rely on our messages.

Aim to keep brand followers happy.  And, if you’ve fallen off the horse, remember to apologize.  It’s just like our real relationships.  How we do anything is how we do everything!

Filed Under: Interactive Marketing

Cold Calling and Traditional Networking are Great Ways to Build Your Social Network

May 19, 2010 by Lisa Chang Leave a Comment

Some of the best ways to combine your offline & online marketing activities is to make sure your activities in each are high.  Check out how Yahoo! has married internet networking with traditional networking to create real value.

http://watch.bnn.ca/midday-markets/may-2010/midday-markets-may-17-2010/#clip302890

While you might say that this is not something you could do, the principles are the same.   Don’t get left behind in the social media world, but don’t forget that you need to create more connections in the real world as well.

Filed Under: Interactive Marketing

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