The past few years have been rough for Facebook from a PR standpoint. From Russians using its platform to interfere in the 2016 election, to the selling of user data, to the infamous one-day outage, and more, the mega-corporation has become an easy target for public distrust. All of these events have led to to the latest bit of news surrounding Facebook: Congress clamoring for a breakup.
Often, we find that when we speak with a potential client, they’ll frequently say something along the lines of “I don’t need marketing. I need sales!” If we had a nickel for every time we heard that one.
But the truth is that there’s a reason why every successful Fortune 500 company has a distinct department for both (and sub-departments within those departments). So, today we’d like to talk about why it’s important to marry marketing and sales together.
This past week, two of our clients received negative reviews on their Google listings. The first is an on-again/off-again client whose website we designed, whereas with the second, we’re actively helping them generate a positive digital reputation.
Although this was a little bit of a surprise, on the other hand, I somewhat expected this. The reason for that has nothing to do with the clients themselves. They’re both very good at what they do (which makes our job easier).
In fact, it actually comes down to the simple realization that statistically you just can’t please everyone. With the first client, I know that he had worked his tail off to help this customer have a positive experience, despite the fact that his customer was hard to reach. Meanwhile, the second client is dealing with something far more severe: Pure defamation.
Why go into such explicit detail over a couple bad reviews?
Because reviews are ultimately the lifeblood for small and medium-sized businesses. A couple bad reviews on any of the major platforms, such as Facebook, Google, or Yelp, could lead to countless missed opportunities in the marketplace.
Regardless of whether you’re dealing with a frustrating client, defamation, or simple miscommunication, there is a definitive “right way” and a “wrong way” to response management.
Similar to sales, marketing is one of those professions that gets a bad rap. There are those striving to help clients grow their brands with nothing but the best intentions. And there are those who lie, cheat, and steal to get ahead.
That’s essentially true of any profession, hearkening back to the old saying, “One bad apple can spoil the bunch.” However, the spotlight has been shown on the marketing industry a little more as of late. With the recent release of Fyre: The Greatest Party That Never Happened, the power of marketing (particularly social media marketing) was shown in full force.
While countless people interact using social media on a daily basis to communicate with friends, family, and customers, many businesses use it to develop their brands. This in itself is a completely harmless concept. But with the Fyre Festival, brand development was twisted into a dark machination of fear, corporate greed, and felony-level fraud.
Believe it or not, starting a small business is always a huge step forward. Despite the plethora of competition, in time, you’ll find that you have much more freedom, cash flow, and ownership than you ever would working for a much larger organization.
For me, one of the early lessons I learned is that I can’t do it all. For instance, you might be effective at running the day-to-day of your business, but maybe marketing is a foreign concept.
However, it doesn’t have to be daunting. As a matter of fact, there are four easy ways to launch your digital marketing strategy.
At the end of November, LinkedIn introduced a new privacy setting pertaining to user email addresses. Whereas businesses could previously download and export data on all of their connections (including their email address), LinkedIn now gives users a choice as to whether their email is downloadable.
This dealt a huge blow to email marketers everywhere as the default option for each user is set to “No” as in “No; I don’t want people to be able to download my email address.” This is a huge issue for those who don’t have massive email lists. One of our clients even maxed out their LinkedIn connections at 30,000 for the sole purpose of having a baseline marketing list of 30,000 emails.
Ultimately, the free ride is over. So, what can you do to garner email addresses now?
During this time every year, countless consumers begin the process of crossing off their Christmas shopping. For many, including several friends and family members, Black Friday becomes the unofficial kick-off ceremony for said shopping spree.
Last week’s Black Friday shopping extravaganza led to consumers achieving a record-breaking $6.22 billion in online sales. As a matter of fact, just in the lead-up to Black Friday, Thanksgiving Day has become “the fastest growing shopping day” of the year, seeing an impressive 28% year-over-year growth.
When I was in college, one of the first marketing concepts I learned was about the power of a brand. “A brand is a promise,” my professor would say. “It’s a promise to your customers to uphold certain values that represent how you want to do business and be seen by the rest of the world.”
These values can range from creating the expectation of excellent customer service to following a code of ethics with each transaction. The important thing is that those values are consistent throughout a business’ life.
With Halloween just a mere eight days away, the holiday season is soon to follow. During this time, many retail businesses will be extremely busy as countless holiday shoppers stop buy to purchase gifts for their loved ones.
Some see this as the time to scale back on marketing because business is going so well that there’s no need to get the word out anymore. We’re here to tell you differently.