Author: Hollie Clere

#DevelopStrategy – Relationship Life Cycle

This month we covered the differences in both relationship marketing and lead generation. While both of these have a place in your marketing strategy, in this article I want to focus more on relationship marketing and what I like to call the Relationship Life Cycle.
As a refresher, relationship marketing is essentially fancy terminology for the practice of developing a long-term connection with your customers, clients, vendors and power partners. Instead of focusing on gathering a lead or closing a sale, the aim is to provide a bond with the people you work with. The long-term benefits of relationship marketing tend to be more referrals, client enthusiasm and the development of brand advocates.
The course of the relationship life cycle is closely tied to the ole marketing adage of Know, Like, Trust.  If the new way to market a company is backed by the idea that people do business with other people (instead of companies) then the know, like, trust concept is absolutely essential. Here is how the relationship life cycle would apply to your marketing strategy using social media:
Know
The first step in any relationship is getting to know the other person. You simply can’t make a connection with someone you’ve never met and know nothing about. Think of it like dating – once you start to know a potential suitor then your curiosity will lead you to finding out as much about them as possible.
Whether it be an introduction at a networking event, a discovery call, or a visit to your website – getting to the Know step involves getting to know each other. When it comes to social media, this appears in the form and following your various social media channels. People can also get to know you by hearing about you from others, meeting you at events, reading your online content, or viewing any media you’ve been featured in. Once someone starts to know you, and gets a sample of what you are about, then they are more likely to sign-up for your newsletters, like you on Facebook or follow you on YouTube.
Like
Well, now that you’ve gotten a chance to spend some time with the individual – you have to decide whether or not you like them. In our dating scenario, are they worth going out on a date or two with to see what develops? Do you like them enough to begin to participate in their life?
Those who are paying attention to what you are doing will either begin to like you or they won’t. However, once you hit the Like stage you will find that they begin to initiate some true social media engagement with you. They like your posts, comment in your group, or participate in your polls.  This phase of the relationship life cycle involves interaction so be sure to participate in return!
Trust
Now you’ve gone on many dates and have been seeing each other for a while. At this point, they are becoming a partner and you have developed trust in them. You like them so much, that you want your friends and family to like them too! At this point, you are sharing their content.
This is the end game for the relationship life cycle…you want all the people you do business with to know, like and trust you. The goal should be that they trust you so much that they freely, and happily, share your content and business with the other people in their circles.
When you compare the relationship life cycle to how we operate with our personal relationships, the success behind relationship marketing becomes much more apparent. Our clients become more than an invoice. If you want loyal clients that will regularly provide free marketing for you, this level of connection is the way to go. Just another tool to add to your marketing strategy toolbox because everyone here at The Social Media Advisorwants you to #BeAwesome at what you do!
~ Social Media is changing the way people do business.  Don’t get left behind ~ 
Be sure to Follow us and Let’s Engage!
Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

#DevelopStrategy – Relationship Marketing vs. Lead Generation



Marketing strategies are not created equal. While everyone has a perspective on which is the most effective, two common ones that get lumped together are “relationship marketing” and “lead generation.” These two marketing strategies are not the same thing.

Relationship marketing involves the use of “direct response” campaigns that emphasize customer retention and satisfaction. This type of marketing strategy creates a bond with the customer through narrow market targeting, tailors offers to their customers, and usually demands a response that can be tracked by the marketing team. This typically requires an email address so that the company can contact the individual directly for exclusive offers, maintenance follow-ups, and unconverted leads. Relationship marketing is about the long-term value of a loyal customer and the connection that can be built beyond typical ads and generic sales promotions.

Pros:

  • Allows companies to tailor taste profits based on the customer’s preferences, activities, etc.
  • Focuses on customer satisfaction
  • Increased customer retention by enriching the purchasing experience
  • Brand loyalty becomes more commonplace
  • Referrals come from loyal customers


Cons:

  • Cost of acquisition is steep at the beginning in both time and money
  • Slow-moving marketing platform that requires patience as referrals build
  • Networking, not everyone’s forte, is a central piece in developing business relationships


Lead generation, however, focuses on the sales lead side through newsletter sign-ups, marketing referrals, events, etc. This is a key part of the purchase funnel method and is associated with pipeline marketing. It’s less personal than relationship marketing, but very effective in gaining new potential customers. Lead generation usually requires an opt-in of some type. Examples include landing pages, online surveys, and brand specific opportunities. Like relationship marketing, lead generation requires an email address to convert leads into customers.

Pros:

  • Build a list quickly
  • Ensures that your clients and customers want to be there (opt-in)
  • If combined with a sales funnel, this method can run itself via newsletter drip campaigns after the initial set up


Cons:

  • A relationship isn’t really built until they “opt-in” to something you offer
  • High turnover rate
  • If done poorly or in a sleazy manner, this can destroy your reputation (Don’t offer something you’re not willing to follow up on!)

Both relationship marketing and lead generation have their strengths and weaknesses, but the best marketing strategy involves a combination of the two. Ensure that you track the results for each style so that you can adjust your strategies as needed to ensure a long-term quality experience for both you and your customers.

The team here at The Social Media Advisor prides itself on developing their business through relationship marketing but also comprehends the value of lead generation and prospecting. A healthy balance of both can be extremely valuable for any small business. Want to find out more? Contact me to book a discovery call to find out how we can help you #BeAwesome with your marketing strategy. 



~ Social Media is changing the way people do business.  Don’t get left behind ~ 


Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them.


#Develop Strategy – Why Strategy in Your Marketing is Important

When you are running a small business it can be difficult to maintain all the different facets of running a successful company. Owners need to manage the work, the clients, the numbers, the team, and the marketing. It can be both daunting and overwhelming. Many entrepreneurs and business owners simply overlook marketing due to a lack of time, energy or experience. However, business growth is dependent on your marketing strategy. 
Business Plan
First, you need to have a plan. The more detailed your plan the easier it will be to set measurable and achievable goals. Your plan should incorporate what you intend to do during the year – the amount of work, the level of profit, staffing, expenses, purpose and messaging. Leave no rock uncovered when you sit down and develop your plan. This will include your marketing strategy for the year. 
Branding & Storytelling
What a lot of business owners don’t understand about their brand is that it exists whether you develop it or not. How the public views you, and your company, makes up the elements of your branding. Owners that ignore this fact will find that the public has 100% control over how their work is perceived. Smart companies understand the power of creating a business message – a method of storytelling for work – that projects the image that business owners want their staff, clients, competition and the general public to associate with their work. Understanding your own brand and company story is the first step in developing a marketing strategy.
Target Audience
We no longer live in an age where we market our services to everyone. Traditional advertising is slowly becoming a marketing tool of the past. Why? Because it is ineffective to sell to a wide group of people without narrowing down the demographics. Want an effective marketing strategy? You need to hone down exactly the type of people that make your ideal client. The time and effort involved in sales and marketing should be utilized only in areas where your target audience works, plays and relaxes. If you don’t have a picture of your ideal client, then you need one right away.
Types of Marketing
Now that you know your message and where your clients hang out, you need to determine the types of marketing that will be most effective for what you do. This will be different for every business. The variety of marketing options feels endless. This list alone will have your head swimming. 
In 2016, online marketing is the place to be. This means social media marketing and content marketing are huge right now. Building a mailing list (or funnel) is another area that many marketing experts say is essential for your business. Developing content and booking stages is a type of marketing as well, called influencer marketing, and can be quite effective for establishing expertise and presence. Relationship marketing is a great way to build a village of partners that are invested in you and what you do. 
This article showcases a study that proves the younger generation does utilize social media when it’s time to make purchasing decisions. Another reason that demonstrates how knowing your audience is vital. 
Marketing Plan
Having an editorial schedule with goals and focus for your content, messaging and social media is practically essential.  If you are not certain which direction to take, do some initial experimentation. For instance, you can concentrate on one type of content or platform each month, while maintaining your other marketing channels.  If you switch it up and continue focusing on different platforms over a 3-6 month period, you can see which platforms are doing the best for you and get a better understanding of each option. 

If you know one choice will work well for your business, focus your energies on developing that area first and then slowly begin incorporating other channels. Often it’s better to do one thing well than to do a variety of marketing tactics on a sub-par level.
Networking
Networking is another way to grow your circle of connections.  You can do this both on- and offline.  Recommendations back and forth are extremely beneficial.  You can also reach out to your network if you have questions about how to get the most out of your marketing, social media platforms, content and emails.  You might have a connection who is masterful in a certain aspect of marketing you are you’re interested in.  You and your connection might work in the same industry, but have different niches.  If you both have blogs, you can refer to each other in your content. This is a great way to develop both referral and power partners for your business, not just new clients!
The best advice is to have fun!  Think of your marketing strategy as an adventure.  You will learn so much about how you want your business to look, feel and present itself to the world. 

Having trouble creating your company’s story? Don’t have a clue how to put together an editorial calendar? Just don’t have time to deal with all the little tasks involved with staying on top of your marketing strategy? Give the team at The Social Media Advisor a call – we specialize in small business marketing strategy development!

~ Social Media is changing the way people do business.  Don’t get left behind ~ 


Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

#TeamBuilding – Finding the Right Web Designer

Web design is an intricate part of your growing business. Your site must adapt to the needs of your clients whether that be through shopping cart integration, a portfolio of past work, smooth mobile transitions, or a variety of other requirements.
Having a dependable and reliable designer on your team is key to a successful customer experience. You may find that you require someone else to take care of this aspect of your growing business, but how do you determine what type will fit your needs?

Much like the SEO professionals mentioned in the previous article, there are three types of web designers: Independent Contractors, Design Firms, and Salary Employees. 

Unless your site sees close to one million hits a month, it’s not cost effective to keep a web designer on the payroll. 

Whether you go with an independent contractor or design firm, there are a few things you need to consider before choosing the web design guru that’s right for you.

  • Know what you want before you begin your search. Would you tell a roofing contractor to do whatever design he wants? What about a building contractor on your new home? Do you give her license to do as she pleases and trust that she’ll see right into your mind for the perfect home? The answer to those questions are probably no, and yet many inexperienced individuals will approach a web designer with a ‘do what you want, I trust you’ type of attitude. Take some time to research the type of site you want, have examples, be prepared. Your web designer needs a place to start. Remember: a designer isn’t responsible for your vision…they’re responsible for implementing it. 
  • Know their expertise. Look at their portfolio (if they don’t have one, you should move on to another designer). How are the sites? Check on both your desktop and all mobile devices to ensure clear and concise viewing. Do they understand SEO? This is very important. A movie intro or flash-based splash page may seem really awesome, but it’s not tracked by search engines. Remember, this is for your business. Are there customer reviews? Not just on their site. Check Yelp, Angie’s List, LinkedIn, their Facebook page (or other social media), or your favorite review site to see how they actually operate.
  • Most important of all, know exactly what work you will require of your web designer. When you design a contract (or sign theirs), ensure the following items, at a minimum, are spelled out: a) The exact work you will require of the designer and what they’ll require of you, b) cost per hour of work to include off hour pay (weekend panic, holidays, etc.) and payment options such as half up front/half upon delivery, and most important of all c) a break off clause in case your visions clash.


Keeping these three things in mind will go a long way toward finding a successful web designer for your growing team. I know some great web designers if you are looking for referrals or just advice on the best direction to head in. As always, I want you to be successful and #BeAwesome at what you do!


~ Social Media is changing the way people do business.  Don’t get left behind ~ 


Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them.


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