Archive for category digital marketing and advertising

How to Work with Scribe Syndicate

copywriting, digital content        contact for scribe syndicate

 

See this PowerPoint on How to Work with Scribe Syndicate

Whatever your business writing project is, Scribe Syndicate can help: Website landing pages, blog articles, text for social media posts, downloadable brochures, white papers, eBooks, and more. We can write it or edit existing information so you look professional.

 

 

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Combining Social Selling Strategies with Great Content and Marketing

 

Social Selling Ideas

I’d like to share a portion of an article below by Tenfold that offers some good reasons for “social selling” including the need for great content. This is something Scribe Syndicate can really get behind. We have partnered with web design companies and marketing firms because:

  • many businesses need to upgrade their websites or build new ones,
  • then generate some useful or educational material for their audience through regularly scheduled blog article and social media posts,
  • before finally maximizing their presence online with their marketing firm.

As a result, we now have social media posting packages that can also include monthly blog articles, priced to suit small to medium size companies. You can start with a small package including daily postings on three social platforms and tack on one blog article per month. Graduate to daily, weekly, or monthly postings on three social platforms and at least four blog articles per month. You can choose to let us select images that suit your topics from popular free image sites or use your own stock image accounts or photography.

We know you want to grow, so we can work with your web design company and marketing firm or guide you to a recommended partner who has the same goal – getting you to the top of your industry with quality, organic content that works best with your SEO marketing and audience, while boosting your reputation as the best resource for your service or product. Read the following excerpt from the Tenfold article below.

According to Tenfold, you need to “… be where your market is. Right now, they are online.”

What Is Social Selling?

Social selling expert Koka Sexton describes social selling as: “Leveraging your professional brand to fill your pipeline with the right people, insights, and relationships…. But at a very base level, it’s how a salesperson uses social media to listen and engage with decision makers that are on these networks, asking questions and looking for help.”

It’s different from social media marketing which builds brand awareness on social media. With social selling, your goal is to engage and build relationships online through focused useful content and active participation in social media conversations.

Why Social Selling?

 

Forrester study has found that most companies see a long- and short- term value in social selling. Almost half of these have a social selling program in place; while 28 percent are in the process of developing their own programs. 36 percent actually believe that the future of sales is in social selling.

How Do You Get Started?

It is one thing to be online and a part of the social networks. It is another to do social selling right. Social selling needs to be viewed as an investment, and not a waste of time.

 

  • How do you reach out to the decision makers and buyers on different social media platforms?
  • How do you become the “voice” of the industry and get these buyers to seek you out and listen to what you have to say?

It starts with your content. Offer relevant content with valuable solutions to common pain points. Get involved in business groups and community discussions. Be helpful and available for discussion.

See the entire Tenfold article on How Enterprises are Adopting Social Selling including an exclusive interview with Neal Schaffer, one of Forbes Magazine’s Top 50 Social Media Power Influencers.

Sources:

Goldman, M., Tenfold, 2018. How Enterprises are Adopting Social Selling, https://www.tenfold.com/sales/how-enterprises-are-adopting-social-selling 

 

 

 

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5 Guidelines for Using Social Media Effectively

5 guidelines for using social media effectively

I’d like to share this article from Tenfold Marketing with my followers who are still struggling with why they need to create and maintain an online business presence.

Using social media in a business setting isn’t a new concept, yet many companies simply don’t see any value in it. To some, these websites might not seem like anything more than a place to share selfies, and pointless daily updates, but that couldn’t be further from the truth.

Every minute, there are meaningful conversations happening on social media, and to willingly exclude yourself from this expansive atmosphere is a disservice to your company. TwitterFacebook, and other social sites are important to use, not only because there are tangible user benefits to them, but because your presence there also signals that you’re active in the social marketplace. If you, or your company is ready to join the digital world, make sure these 5 guidelines for using social media are understood before jumping in headfirst.

1.  Use it

Getting started with a brand new social media account is probably the hardest part of the entire process. Nobody wants to send their tweets to four followers, as few, if any, will see your message, and you’re not likely going to get any engagement. Not only will the content be sent into a void, but some will find speaking to an empty auditorium embarrassing.

Well, get past that.

Every social media account in history has started off with zero followers, no subscribers, and no likes. Building a following will likely be tedious and time consuming, but starting the process now is undoubtedly worthwhile. It’s like the ancient Chinese proverb, “The best time to plant a tree was 20 years ago. The second-best time is now.” Except, in our case, it’s a little less profound.

The best time to start a social media account was five years ago. The second-best time is now.

During the process of growing your user base, there’s one vitally important point to keep in mind: Don’t buy followers. It might help your vanity by being able to point to a follower count of 10,000, but if none of them interact with you, or care about your product, then what’s the point? It’s a waste of money, and we’re constantly seeing crackdowns on fake and bought accounts. It won’t help you grow your user base, and a likely scenario is that all your bought followers will eventually be purged, causing you to start all over again, not to mention the embarrassment and loss of credibility at being found out.

2. Use relevant media

According to Kissmetrics, content with images gets 94% more views than those without. While that’s true, we need to clarify exactly what that means. It’s not enough to just attach a photo to a tweet and sit back and watch it flourish. The image needs to be relevant to what your message is about.

If you see a Tweet with the text “Here’s how you can take advantage of social media” with a photo of a bushel of apples, chances are, you’re not going to click on that link.

However, finding a photo that perfectly matches your message is easier said than done. With PixabayKaboompics, and other high-quality image sites, it’s likely that you can find something that’s at the very least tangentially related to your topic. Of course, there are paid alternatives which will open up a treasure trove of images, but if you’re stuck under a tight budget, or none at all, you’re left without an easy solution. Fortunately, there are other alternatives.

If you find yourself having trouble nailing down that perfect image, why not try creating it? While that might sound like a tall task, with Canva, a site that provides you with easy and intuitive tools to design your own images, it’s simple. They have numerous pre-designed layout options, and thousands of photos, grids, frames, shapes, illustrations, icons, and charts for you to incorporate into your design. Long story short. Don’t settle for a photo that’s somewhat related to your topic. Create one that connects to your message.

canva example pic

3. An active social media account = increased customer loyalty

Having a social media account accomplishes a myriad of things, but out of all the benefits, there are two that stand out. The first is that it lets people know that your business is an active member of their social world. Without a way to connect with consumers and potential partners online, people may dismiss your company altogether.

When it comes to dealing with a business, I look for their channels on social media. If they don’t have a social presence, I don’t consider them serious in business. – Maria Johnsen

The second reason is that having an active account creates loyalty between your company and your (potential) customers. According to a study done by Texas Tech University, “companies who effectively use Twitter and engage in conversations with their followers were most likely to gain brand loyalty from those individuals.

Simply engaging with your customers will have a dramatic payoff. Just five-to-ten years ago, it was fairly difficult for companies to speak with individual customers. While you could always call the support line, wait times could range anywhere from non-existent to over an hour, and those waits, which haven’t gotten better, are hardly a way to grow customer loyalty and satisfaction. But now, with 140 characters and the click of a button, a consumer can reach a company in seconds, and have their specific issue addressed.

4. Using social media correctly, humanizes your company

Let’s do a quick experiment. Check out Microsoft’s official Twitter account and compare it to Starbucks’. Both offer products and services that have become integral pieces of everyday life, yet their timelines have vastly different looks. For the most part, Microsoft’s is full of their own tweets, and retweets of articles that either mention a revolutionary product they’ve created, or those that mention their CEO, Satya Nadella.

On the other hand, Starbucks’ Twitter feed is filled with retweets of satisfied customers, as well as their own content. They interact and engage with their user base, which allows their customers to connect with Starbucks in a way that you can’t with Microsoft.

Currently, Microsoft’s pinned tweet is about someone named Patrick De Armas, who uses the “Microsoft Surface Pro 3 to create and manage his work.” On the surface (pun not intended…ok maybe it was), this is exactly the type of content they should be pushing on social media. It showcases their product in a unique environment and reinforces the idea that the Surface is a multi-faceted tool.

That message on its own is perfect, powerful, and exactly what Microsoft should be trying to accomplish. The only problem is that this specific example is a part of their features program, which is focused on in-depth stories. Unfortunately, these pieces require extensive planning. It’s not something that can happen organically and spontaneously. That’s not to imply that these posts are bad, in fact they’re fantastic, but what Microsoft should also be focusing in on is taking advantage of posts like this.

microsoft image for tenfold

Twelve words and one photo has shown that Microsoft is invested in the average consumer, and that they’re willing to go above and beyond to make sure the affected user is taken care of. While this specific customer might not be as important to Microsoft as the previously mentioned De Armas, the consumer type is arguably just as important, if not more so. A post like this shows that Microsoft cares about someone who might spend just $250 per year with them; and they should be broadcasting that fact to their 7.74 million followers.

Users want to feel like “there are actual people behind the accounts they are interacting with.” Unfortunately, not every company understands this, and simply refuse to interact with the customers who populate their mentions.

5. You can convert on social media

The idea that you can turn Tweeting, Facebook posting, and LinkedIn sharing into tangible sales might seem like a fairytale, but it’s not far-fetched at all. Social selling is a way for you to engage and connect with customers on an individual level, in ways that weren’t available ten years ago. If this concept is new to you, we’ve put together a five-step process on how to “jumpstart your team’s social selling.”

  • Optimize your social media profiles
  • Research your targets
  • Listen
  • Make connections. Initiate conversations.
  • Be a source of excellent content

Social selling isn’t going anywhere soon, and it would be in your best interests to start learning how to use it to your advantage, now. Just like building a following on social media can’t happen overnight, neither will the results from social selling efforts. It will take time and effort, but once you’ve broken through, the results will be worth it.

With the various social media sites that we’ve been given over the years, it’s important to understand how to best utilize them. While we’re often quick to dismiss these social channels, it’s paramount that each one is vetted to see if there are tangible benefits from using them. Even an app like Snapchat has a place in the business world. From a marketing standpoint, it’s a fantastic tool for promoting live events, giving people a sneak peek into your company’s daily workflow, or providing an early look at new material. The point is, be open to new technologies, and ways to connect with consumers. They could very well be the breakthrough your company needs.

Thanks for sharing your insight, Tenfold authors!

Source:

Sincavage, D., Tenfold Marketing Blog, 2018. https://www.tenfold.com/social-selling/5-guidelines-for-using-social-media-effectively

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Mainstream Marketing Technology for the Legal Cannabis Industry

legal cannabis marketingFrom start-up companies to big investors, there are things you need to know about this “budding” industry. It’s hard to get the metrics for funding and it’s difficult to grow and expand a business without available reports and statistics to help brand and market your product. Maybe this article will help.

A Short History of Legalized Cannabis in the United States

In 2012, legal medicinal cannabis was finally realized and it should be one step closer to mainstream in 2018 as adults in California, Massachusetts, and Maine marketplaces pick up the pace for normalization of recreational use in America.

More medical marijuana is sold in California than anywhere else in the United States and the addition of legal recreational use is expected to grow the state’s already exploding market to $7 billion a year, according to the Associated Press. They are followed by continually increasing consumer markets in both Colorado and Washington, according to a report from Boulder-based BDS Analytics.

Recreational customers in both Washington state and Colorado increased cannabis product spending a combined 66% since 2015 to reach over $1.5 billion in 2016, and early projections showed yet another huge increase for 2017.

Aside from revenue, legal cannabis will also bring millions of dollars in investments and thousands of new jobs to these states. More than 10,000 people have already been employed in Washington’s legal cannabis economy. [1]

Marketing and Advertising Technology Is Critical to Business

Unlike traditional businesses, legal cannabis faces a unique dilemma. In the last few years, entrepreneurs, executives, and investors had almost no solid information to base business decisions on and had to rely mostly on instinct. “They didn’t have the types of financial information, benchmark data and in-depth market insight necessary to assess the competition, target investments and tackle new opportunities.” [2] But now it’s possible to hire the right marketing and advertising expert to find and filter this data and design, brand, and provide content that is compliant.

This gets around the following issues:

  • The federal government currently doesn’t track the industry and detailed demographic information on jobs, the number of companies or taxes paid is not readily available.
  • Each state approaches the cannabis industry differently. Some provide in-depth data; tax revenue generated, the names of licensed companies, and monthly or annual retail sales, but most states don’t.
  • Entrepreneurs and investors usually find information on their markets by searching for filings and financial statements of publicly-traded companies. The cannabis industry reports that are publicly available are generally unaudited and only represent a small portion of the marketplace.
  • Medical dispensaries are required to operate as non-profit, but their tax returns are not formally recognized by the IRS and are not publicly available.

The Marijuana Business Daily Factbook 2017 conducted a survey showing “investors who have already pumped money into the cannabis industry are planning on putting capital into nearly as many marijuana businesses in 2017 as they have in all previous years combined,” and “investors plan to invest half a million dollars on average in marijuana businesses this year alone.”

A huge number of new businesses entering the cannabis space has raised the level of competition and start-up costs are rising making it even more important to know how to approach the industry, a specific niche or market segment.

Enter Tetrah Marketing

Despite challenges, the industry still requires many of the same goods and services as mainstream companies. A huge number of secondary companies – businesses like Tetra Marketing – have sprung up offering traditional services in line with federal and government regulations and guidelines. Some cater to the cannabis industry exclusively; some serve multiple markets. Tetrah has a separate company for its traditional customers that has served many businesses in both the private and public sectors, including government and military contracts, since 2010. They have access to in-depth information that some of their competitors don’t which gives their clients an edge in their marketplaces.

If you are one of the forward-thinking owners of a cannabis start-up or are an existing company looking to differentiate yourself as you expand locally or across state borders, you will need to navigate an industry that has complex rules to marketing and advertising as well as marketplace data that is hard to find. Investors want to back initiatives using solid financial numbers and information along with an analysis of existing competitors. An analysis of the competition is just one of Tetrah Marketing’s vast array of services for a non-traditional industry; a one-stop shop for all things marketing in the world of marijuana.

  • legal cannabis marketingWeb Design
  • Branding
  • SEO
  • Content Marketing
  • Print Collateral
  • Compliance
  • Workforce Management
  • Insurance

If you are serious about your cannabis business or just want to say hello and ask some questions, fill out a service questionnaire, call Don Klos at 704-491-9504, or email at him at hello@tetrahmarketing.com.

[1] Black, L., 2017. Next Year Will Be Huge for Legal Weed, http://www.thestranger.com/weed/2017/10/11/25458111/next-year-will-be-huge-for-legal-weed?utm_content=buffer9d111&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer

[2] Marijuana Business Factbook 2017: Executive Summary © Copyright 2017, Marijuana Business Daily, a division of Anne Holland Ventures Inc. Marijuana Business Daily, https://mjbizdaily.com/wp-content/uploads/2017/05/Factbook2017ExecutiveSummary.pdf

View this article on LinkedIn too.

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