Marketing to a World with a Short Attention Span

Steve Rubel of Edelman Digital recently wrote an article for Fast Company reporting that people are spending a record amount of time on social networking sites: Twitter and Facebook, etc.

These sites are so attractive of course because they offer streams of brief information updates. Because these “pipelines” of brief status updates enable us to consume information quickly, many people are neglecting other news outlets. Traditional news websites present well-researched, quality information in well-thought-out formats, but, this sort of information takes longer to process than the quick snippets available on social networking sites.

People’s desire for ever-speedier information and communication is further evidenced by the demise of voice mail. Boston Globe correspondent Beth Teitell wrote an article about how people overwhelmingly prefer text messages to voice mail because they “can’t stand the endless prompts just to hear a longwinded – and often pointless – message.” With impatience for voice mail increasing, a market for services that transcribe your voice mails to text has erupted.

With the reach of online ads on mainstream news sites declining due to the decrease in website traffic, marketers are having to adjust their promotional strategies.

But, these streams of constantly updating information are posing quite a challenge to marketers. How can they break through these streams and reach their target audiences in real-time?

To make their messages stand out, some marketers are posting messages frequently, thereby increasing their visibility. However, these frequent status updates often come across as spamming (a big social media “no-no”). Other marketers are fairing better, by building a presence on all key social networks and integrating information across the different platforms. They’re using social media to build relationships with their current and prospective customers. They’re listening to them, engaging them in conversation, and making them feel as though they belong to their “brand tribe.” And, of course, they’re empowering them to be ambassadors of their brand.

It’s a point that we continue to hammer home, but it’s an important one. New communications outlets require new communication strategies.

Looking For Leads? Play Ball!

A successful inbound marketing campaign, one that provides a higher ROI for clients than traditional marketing communications plans, has a lot of similarities to a winning baseball club. In order to win consistently in baseball, you need to be able to take the lead by scoring more runs then your opponent. To maintain the lead, you need quality defensive play and pitching.

 

Inbound marketing, also known as “non-interruption” based marketing, blends similar fundamentals into one winning strategy. Toting a core “lineup” of developed products or service offerings, backed by defined messaging, effective inbound marketing strategists get on the “offensive” by engaging with prospects in a meaningful and targeted way. The professional inbound marketer, like a .300 hitter, knows his/her prospects better than his opponents do. He is familiar with the specific channels that his prospects are using to communicate online and offline, and then implements the tactics (search marketing, social media marketing and public relations) that establish the “connection” needed to deliver more qualified new business leads. These tactics and strategies are more effective than old marketing standards like cold calling and traditional advertising. More often than not, these techniques merely manifest as wild swings-and-misses.

 

And like any successful baseball team, an inbound marketing program needs to be managed with exceptional scrutiny. An effective offensive strategy develops the appropriate web platforms, including an optimized and web 2.0 friendly website, and measures traffic and lead capture on a daily basis. When spikes and other issues arise, adjustments are made, like managers culling through their dugout and bullpen to see what other tools they have at their disposal. Company blogs can be developed to proactively spread the company’s message, public relations tactics can be employed to seed the internet with on-message editorial content, and other social media channels are identified and utilized to interact with prospects on an opt-in basis. The ROI of all tactics are tracked through statistics such as conversions, back links and traffic. If something is not working, it returns to the bench.

 

Quality defensive play alongside excellent starting and relief pitching helps to maintain all runs scored by a potent offense. Likewise, any good inbound marketing campaign leverages the appropriate techniques to cultivate a new lead, and hold on to it through sale. Search engine optimization techniques can help a company “defend” against negative news and information on the web, while other social media monitoring tools enable the quick identification of current client issues that could damage a future relationship with a prospect. Even traditional public relations tactics, such as crisis communications, blend well with a defensive strategy that focuses on maintaining the lead without starting a new conversation. To nurture those leads, provide your prospects with the content they can’t live without to ensure they remain engaged; accessible white papers, frequently updated blogs, a steady stream of search optimized press announcements, and an open dialogue across all social media platforms. Like any good set-up man in baseball, an inbound marketing campaign holds the door open for the closer to seal the deal.

 

Here at 451 Marketing we play ball for our clients everyday in a way that generates leads by keeping our eye on the ball and making the appropriate contact. Let us know if you’re ready to know more about following our team to victory – www.451Marketing.com

Top five things every entrepreneur should do to start or keep business profitable

451 Marketing Founding Partner AJ Gerritson was recently featured in Sharmen Lane’s NY Entrepreneurism Examiner column discussing the “The top five things every entrepreneur should do to start or keep their business profitable”. I thought I’d share the list here:

1. Determine how your potential customers receive news and information relevant to their industry. In today’s digital age, prospects and customers are getting answers to their questions from a variety of sources, and when and how they want. To succeed, you need to know not only what your target market is reading and viewing, but how they are viewing it. Is it through text messages, or websites, blogs or social networks sites? Then you need to determine how cost-effective it is to advertise and publicize through these different mediums.

2. Focus not on how great your product or service may be, but on how effectively it solves a problem or business need for your customers. Awards and accolades are terrific third-party validations, but prospects want to know the specific benefits that will help them. Real-life case studies, even if they are not exclusively related to your products or services but signify a growing trend (i.e. emergence of social media as a communications tool), are much better indicators of a company’s value. If a prospect reads about how one of your clients grew their business by hiring you, and you can back it up with the references, they will have a real clear picture about what to expect from an engagement with your company.

3. Become an industry expert. Ideally, you should know all there is to know about your products or services, your customers, your competitors, and the trends that will shape the marketplace for years to come. Basically, be an expert. Sit on panels, engage reporters covering the relevant beats to interview you, or initiate and lead your own roundtable panels and discussions. In essence, don’t be afraid to grow your own personal brand and align with your company’s brand. Prospects find exciting and engaging industry leaders and experts to be more credible, and in turn, will be more likely to hire them or buy from them.

4. Make sure to continue to network everyday. You may be able to position yourself as an expert, and may even already have a steady stream of new business opportunities, but you should never limit the time you spend networking. New business and leads can come from anywhere; conferences, tradeshows, parties, trips to the hardware store, or even from one of those great online social networking sites like LinkedIn. If you are in New York, you have more opportunities than most. I have found that there are several networking events going on every day in Manhattan. You don’t have to let your entrepreneurial drive immerse every second of every day of your life, but you should never forget that anyone, and everyone, is a potential customer.

5. Align yourself with causes, stakeholders and individuals that make sense for your business. Starting and growing your business from scratch can seem like a daunting task, especially if you try going it completely alone. Whenever possible, seek opportunities to align your company with causes (environmental, humanitarian, community etc) that relate to your business and showcase your commitment to being a socially responsible company. Similarly, take advantage of opportunities to join industry organizations that increase your credibility, expand your networking options, and afford you the chance to learn from others in your field. Finally, engage experts and important stakeholders (government agencies for example), and discuss your products and services, explaining how you can build a mutually beneficial relationship with them. The opportunities to identify and interact with these stakeholders online are plentiful, demonstrating once again how a successful entrepreneur in this day-in-age knows how to entrepreneurially navigate the complex online waters.

Flash Video Reinvents The PDF

This past summer, the latest version of Adobe Acrobat was released with Flash video support. While this may not seem groundbreaking at first blush (older versions of Acrobat have allowed for embedded video with Quicktime, etc.), Acrobat 9 actually integrates the video directly into the document as opposed to relying on an external video player to be installed on the viewer’s computer. With Acrobat 9, videos can be played directly within a PDF document, in the same way you view videos on YouTube and other video sharing websites.

By integrating this new capability into its Acrobat software, Adobe has taken the static PDF format and reinvented a program capable of creating dynamic and eye catching electronic marketing collateral.

Imagine a real estate agency that would normally email static spec sheets on properties to prospective buyers. How much more interesting would it be for these potential buyers to receive a PDF with a video tour of the property, right there embedded within the PDF? This also opens up a whole new world of possibilities adobe_acrobat12for product support documents. Have you ever downloaded or received a user manual for something you purchased? Wouldn’t it be much more helpful if that manual was embedded with instructional videos of how to operate or put something together? As a new father, I know I would have a lot more hair if I had had instructional videos to go along with the user guides when attempting to put together the stroller, bouncy seat, pack ‘n play, crib, changing table, and Diaper Genie!

With the full Flash integration in this latest release, the previously limited ability to convert web pages into PDFs is significantly enhanced. Until now, it was impossible to capture complete web pages and place them in a PDF document, due to the inclusion of rich and interactive media in most websites. Now the entire page can be captured, which is beneficial in website review as PDF versions of web pages, can be printed, marked up, and shared.

It’s just another cool product released by Adobe that will help marketers get a leg up on their competition by taking advantage of this technology and thinking creatively!

Welcome to Heat!

Welcome to Heat, the official blog of The Leader in New CommunicationsTM451 Marketing! If you are unfamiliar with us, I will fill you in:

Back in 2004, a couple of interactive marketing veterans named AJ Gerritson & Nick Lowe recognized a paradigm shift in the world of marketing, advertising & public relations. Rather than sit back and wait to see how it would all take shape, like most firms have done, they decided to get a jump on the competition. With a phone line and a couple of PCs, the two enterprising lads founded 451 Marketing – an agency that could offer companies a way to better connect and engage their customers through a combined new media and traditional communications approach that utilized both advertising and public relations. Turns out they were on to something. The agency has grown substantially since then – with an award-wining design team, cutting-edge new media specialists and *ahem* one talented and well connected public relations team – 451 Marketing has emerged as The Leader in New Media CommunicationsTM. We have created a targeted and fully-integrated communications approach that harnesses new technology to ensure that a client’s message breaks through the noise and is heard clearly by their customers. If you don’t believe me, ask our satisfied clients.

Where did the “451” in 451 Marketing come from you ask? No it’s not the address of their first office (would you really want to hire an agency that was that obvious?). And no, it’s not because when added together the numbers equal a Perfect 10 (although Nick is a big Sudoku fan). See, the number comes from the temperature at which paper burns – 451 degrees Fahrenheit! Advertising on paper is so 2003! It’s a good thing these guys recognized this, because they subsequently found that the brands they’ve created and communicated over the past four years have been so hot that they’re too hot for paper!

The 451 Marketing Heat blog will be a place for the new media junkies over here at 451 to muse, discuss and sometimes rant about the things that get us going! Please check in often, read what we have to say and feel free to tell us what you think, because the beauty of new media is that it’s interactive!

Cheers,

Tom Lee, Partner & Director of Public Relations