Today’s Buyer

Ah the good old days.  You put an ad in the paper and it reached about 90% of the people who can read.   An ad on television would garner at least 33% of the market.  AND competition, was smaller.  Sears was pretty much the only big box store.

ADVERTISING word cloud, business conceptIt’s not like that anymore.  Today’s buyer is bombarded with messages everywhere – Billboards, Television, YouTube, Satellite Radio, Radio, Websites, Social Media.  Everywhere.   According to the Media Dynamics Study, the average adult is exposed to 5,000+ brands and their advertisements throughout the day. How many of these are ads? 362. And how many of these ads actually make an impression? 12.

TWELVE.   Just  twelve.

There is so much information that attention to any one piece of it, is scarce.

Learn what today’s buyer is like and where you can get a word in edgewise.

Today’s Buyer is Informed

With so much information readily available, today’s buyer has probably already formed an opinion on your brand or products before they have ever interacted with you.  That’s a scary thought, but most likely true.  A consumer today can research product, price and reviews on the internet, and by using their phones, they can do it anywhere, anytime.  So that by the time a customer comes to you, they have already decided to make a purchase.  Or conversely, when they arrive at your competitors, they’ve already decided to buy THEIR product.

The consumer’s online perception and experience with you and your products  is crucial, and you must find a way to be relevant to their wants and needs.

Today’s Buyer has High Expectations

Consumers expect a seamless experience.  They want you to have great records of their purchases,  know their preferences and a have a flawless experience online or in person.  And they want the info they need available to them no matter where they are, on a desktop at work, on their phone late at night, or in person talking to your sales person.

And they want to find you where they are online.  They expect a website, a Facebook page, and online reviews.

rewardThey expect something for their loyalty.  Special offers, products only available to members, and almost everyone looks for free shipping online.  If they have a card that you scan to track their products in person, they also look for something for that privilege of you knowing their habits.   They want coupons, deals from other stores, or cash rewards.

Consumers will choose a higher price for consistency of quality.  They will choose a higher price for convenience.

Today’s Buyer is Savvy

They’re tech savvy, using all sorts of devices all day, from iPads to phones, to desktops, laptops and even gaming devices.

They are brand savvy and they have learned how to block ads, skip them or even ignore them.

Today’s buyer is mostly female, and she wants you to inform her, or entertain her.  Give her relevant information to her life, her lifestyle, and how your brand fits into it.  Do not bore her or even worse, aggravate her because today’s buyer is fickle.  You need to be interesting to keep her engaged with your products.

Digital Marketing Reaches Today’s Buyer

Imagine your wife, daughter, yourself.

You check Facebook before you check your email.  Then back to Facebook to see what your favorite news outlet has to say.  You go from their Facebook page to their website while drinking your coffee.

Then you go to work and check your work email before beginning and projects.  Better pop into LinkedIn to see if there is a new prospect you can sell to or hire.   Lunch comes around and you may be on Yelp on the computer or on your phone looking for a place to grab a bite.

Before you leave work, you check Facebook again, check business email and then personal email and then head home.  You make dinner, check all your social media while watching your shows.  You see an ad on Facebook, or a promotional email, or a television ad that makes you research a product, looking for reviews, more information, pricing and color.  You put the item in the shopping cart but decide to wait until tomorrow to buy it.

Group of people watching televisionYou message through social media to your best friend while the show is on, commenting on the plot and then say good night.  As you tuck yourself into bed, one last look at the phone to watch a YouTube video that relaxes you or makes you laugh.  Then, you decide, what the hell.  I’m going to buy that product.  You return to the site, click purchase and wait for your package to arrive.

How many times in that scenario are you on the internet?  How many places on the internet did you have the ability to learn about a product or brand?  Social media, promotional emails, website ads.

We spend more time on the internet than doing anything else, except maybe breathing.  There are so many opportunities to reach the consumer from a business page on social media, to ads on media websites, ads on review sites like Yelp, to videos on YouTube.  Each one of those places could have touched your buyer.  And could have brought them to your website, to your shopping cart to your sale.

And if you need help on how to do it.   I’d be happy to show you.

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10 Trends to Watch in 2016

It always happens this time of year.   Everyone writes up what was good about the year that has passed, or what was horrible and what we should learn from the year that passed.   Or, articles come out about what to expect in the coming up.  Lucky for you, I read all those articles and come up with ten that are pertinent to my followers and clients.

10 Trends to Watch in 2016

#1  Data Data Data everywhere but no translation in sight.

I actually read this in three marketing articles and one from a military general!  With all of our technology, we’re able to garner so much information on our world.  The data can be overwhelming and can lead to false strategies without a human filter.   While technology  can make suggestions on the best course of action, it takes human experience and insight to choose the best route to go.    You can apply this theory to inventory control, popular sale items, or your marketing.  Don’t just go by the numbers, but determine where they are leading by using your own knowledge.

Back-to-basics trends#2 Back to the Basics Trend

We have so many different avenues to brand our companies, places to advertise, content to share, but you will see marketers getting back to the basics.

To go back to the basics, all you need to do is answer these questions:

  1.  Who is our Audience?
  2. What are we saying to them?
  3. Where are we delivering our message to them?
  4. How is it received?  Is it relevant to them?

One of the things I tell my clients is that online marketing, content marketing, social media marketing is all marketing and advertising.  The same concepts apply, you just need to apply them in new ways.

#3 Attention and Privacy as Currency

More and more we are bombarded with messages now than ever before.  Television, Cable, Email, Netflix, Radio, Satellite Radio, YouTube, Snapchat, Facebook, G+, LinkedIn, Newspaper (for those that still read one), Online banners and ads, Pinterest, Texting, Billboards, and more.  You get the idea.   Our youngest generation understands this as has used their attention and their privacy as currency.  Before they sign up for your service or app, they make the decision right away if they want to let you track their preferences, and if they are willing to accept the advertising that goes along with signing up.  That concept will catch on more and more, and marketers will need to work on their relationships with the consumer to continue to collect data and send out marketing messages.

#4 Just Do It – Content Marketing Trend

Marketers have spent a lot of time analyzing, talking about, worrying about creating content, and content management and marketing.  In 2016 expect to see less talk and more action.  It’s time to start practicing our craft, rather than inspecting it like lint in our belly button.   Likewise, businesses have agreed that it’s important and will also be pushing their marketers to create content.

#5 SEO is No Longer Reliant Solely on Algorithms

Social Media and new relevant content will beef up your search engine ranking more than keywords , metadata, links and other SEO tactics.  Are you seeing a trend here?   Consumers want a relationship to share their preferences and accept your branding.  Content marketing and social marketing is one way to create and retain that relationship, and search engines want fewer words, and more relevant content on your site.  They want to see active social media on your branding, to bump you up that ladder.  This is a trend that has been happening for a while now, in 2016, expect it to be the norm.

Dollarphotoclub_67155826-300x193#6 Business to Business Trend – B2B Goes Mobile

More and more consumers shop on their mobile devices – iPads, Tablets, Smartphones.  As more businesses accept these devices in the BYOD  (Bring Your Own Device) work trend, expect to see more business transactions to happen on mobile.  If you are selling products  to businesses, you’ll need to revisit your selling tactics   Is your shopping cart on your website easy to use on mobile?  Do you need a mobile app? Businesses offering these to their business clients will have a leg up on their competition.

#7 The Hotel California Effect

Social media is closing their doors.  Not as in going out of business but as in, no longer leading out.  Take Facebook for example.  Facebook rolled out Instant Articles to top online news publishers, which allows them to publish an article on the Facebook platform.  Letting their consumers stay within Facebook’s “walls” to read information they want to read.  Facebook video is doing the same.  A new box pops up to play your video, or the video will play in your newsfeed.  You no longer end up on YouTube or a website.  Other social media will follow suit.  So, you can check out any time you like, but you can never leave.

#8 Some “Social” isn’t, well, Social

A couple of articles I read, talked about Snapchat being more like TV than a social network.   I would agree and throw in YouTube as well.  The two apps work more like appointment television than a social network.  You want these two to be social, because you know you can share the content, however, most watch the content and leave.  No one is saying that Snapchat isn’t worthy of marketing, but like television, you best bet is to have a memorable commercial.

#9 The Native Mobile Trend

More and more social media is consumed on mobile phones or mobile devices than on traditional lap tops or desk tops.  Do people still have desktops?  I digress.  So what native means, is having your marketing inside the mobile feed of these networks.  Again lets look at Facebook.   When you sponsor a post you can choose to have it show up in the feed, and it will, for desktops and laptops.   When you make an ad for Facebook it shows up on the right side bar.   None of these show up in your mobile app on your phone.   Facebook has a third option to choose mobile feed, and this is where you want to be to reach those connecting by phone.

#10 Greta Weiner Digital Trend

myAvatarThat’s right, I’m trending while watching these trends for you.  More importantly, I applying the knowledge I’ve learned from these trends.   Being one of the first to offer social media management, content creating and management and online marketing to my customers, I continue to stay a step ahead for my clients.   And should you follow my blog, and / or use my services, you’ll be trending too!

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10 Social Media Posting Ideas

Sometimes when you have been running your profiles and pages so long, you get burnt out on posting new ideas.  You may be so burnt out that you don’t remember to do the basics.  For anyone new to Social Media, here are some ways to post on your profiles and pages.  For those maybe not so new, here’s some you may not know or have forgotten.

10 Social Media Posting Ideas

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  1.  Ask.    Ask your fans and followers some questions.   This hopefully encourage some feedback and engagement.   Ask them what their favorite item is that you sell.  Ask how long they have been shopping with you.   Ask them to do a review!  Now there’s an idea that not only will help with your Social Media post, but search engines like to see reviews as well.
  2. Tips.   Like this list here.  If you need some posting ideas, post tips on your industry.  If expand on the tip, you can make each tip on your list a separate post.  Then combine the list together for your blog.   See what I did there?
  3. Local Pictures.  A great way to remind your followers and fans that you are local is to post pictures.  I usually suggest posting a customer that came in or maybe a celebrity (local or otherwise)  that shops with you.   You can also post pictures of your location, or great pictures of your city and/ or state.   Which leads me to the fourth tip.
  4. Local pages’ posts.   Share a post from a local tourist place, share a news article that ranks your city high on a list to visit.  Show your pride for a local sports team.   While you may feel that you are spending your time and effort “advertising” for someone else, you actually will be creating goodwill for your business and possibly gaining new followers.cartoon about social media
  5. Cartoons!  Posting cartoons about your industry can be fun.  Beware, though, that you have the right to share the cartoon, and that it is not controversial.
  6. Other Content.  This should be a no-brainer but are you posting other content to your social media?  Do your blog posts go on every profile and page that you have?  When you get some good press, are you putting that news up?  Did a blogger cover you or one of your products? Share!   As a client said to me this week, Sharing is Caring!
  7. Events.  Got some events coming up?  Make sure you are posting them.   Especially on Facebook, where you have a separate place to make events and invite your followers.  Make sure that you take some pictures at the event and then post them the next day, or even better, post during your event if possible.  That’s three different ways to post from just one event.  Before, on a separate event page, and during or after.
  8. Holidays.   Again this should go without saying but be sure to wish your followers a happy holiday.   Get creative and find some goofy holidays to celebrate as well.  Did you know there was a National Sandwich Day?   There’s a national holiday for just about everything.
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  9. Community events and concerns.  Is there an issue in your community that everyone is talking about?  Do you have a favorite charity?   For example, share an amber alert, show concern for a tragedy that has happened, champion your favorite pet rescue or food bank.   Let your followers and fans see the things they care about are the same things you care about.
  10. DIY and Hacks.  Is there a hack you know in your industry that others could benefit from?  If you are a restaurant, are you willing to share a recipe?  Got  a Do It Yourself tutorial?  Posting something that makes you useful to your fans and followers will be a popular post and likely to be shared.

If you are interested in seeing some of these postings in action, you can visit the following pages:

NMHC
GretaWeinerDigital

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