Everything listed under: social media

  • 4 Reasons to Increase Your Digital Marketing Budget in 2018

    As we continue to navigate through the digital age, it’s no surprise that companies are dedicating more of the marketing budget to engage customers through the internet and social media. According to the Gartner 2016-2017 CMO Spend Survey, marketing leaders across the U.S. and U.K. spent more on their websites, digital commerce and digital advertising than on any other category of the marketing mix – and that number continues to rise.

    Marketers have numerous options to consider when creating marketing plans and budgets for 2018. By looking at the benefits of today’s technologies and trends, it’s not difficult to understand why many companies’ digital marketing sits parallel – or even surpasses – traditional marketing. While we understand digital marketing isn’t one size fits all, here are some compelling reasons to expand your digital marketing focus:

    • It’s Cost Effective
      Digital marketing strategies typically don’t require a huge budget, making them a cost-effective way to attract and engage consumers. In addition, an online presence of your brand can enhance your credibility and help generate more revenue.
    • Expanded Reach
      With over 60 percent of American adults using smartphones and tablets to search for local product and service information, having an engaging online presence helps this growing audience interact with and get to know your product even more.
    • More Ways to Share Content
      Digital marketing strategies create new opportunities to spread content in an effective way – blogs and social media posts are just a few of the ways to share your story while attracting and engaging new and returning customers.
    • Opportunity for Creativity
      Every year, new technologies and innovations create opportunity to stay relevant, interesting and competitive. By taking time to learn about the latest innovations, you can gain new perspectives and brainstorm creative ways to use them for your brand.

    According to the Huffington Post, some of the top digital trends to watch for in 2018 include mobile video, “explainer” videos, brand blogs, geofencing (notifying users on their mobile devices when they are active in a certain area) and chat bots. Not sure how to incorporate these trends into your 2018 plans? Contact us today for a free, no-obligation quote for a marketing campaign that’s right for you.

  • Feeding the Beast: 5 Smart Tips for Content Development

    In this age of social media, content development is crucial. You need a healthy supply of fresh content to assuage your follower’s appetites -- otherwise brand awareness will falter and engagement will wither away. On Facebook alone, a brand should post between five- to ten-times per week. That’s a lot of content to be developed.

    According to a report from the CMO Council on B2B Content Marketing, one quarter of marketing budgets are allocated to content development and implementation. What’s more, this content isn’t just a frivolous pursuit. It’s influencing vendor preference and ultimately selection with 87 percent of buyers saying that online content has a major or moderate impact.

    But, before you start on a content development frenzy, remember the basics. Good content begins with sound strategy, an understanding of your audience and their tastes, and best practice insights.

    So, say you have all that in place. How do you feed the beast? Here are five tips for successful content development:

    1. Find Your Voice – Although there is no precise formula for finding your authentic social media voice, it is a worthy exercise to examine the character, tone, language and purpose of your social media messages. A distinct and consistent voice will make your brand stand out.

    2. Mix Up – Everyone from ranchers to prom queens are blogging nowadays. And while blogs can certainly be a valuable social media marketing tool, the written word of a blog is not the only way to share your voice. As the old adage goes, a picture is worth a thousand words. In fact, visual content is more impactful than ever before. So try adding infographics, visual posts and videos to your social media mix.

    3. Creation or Curation? – Coming up with new, unique content can be a creative challenge, even for the most prolific communicator. Content curation, on the other hand, allows you to share other people’s work in your space. This can be as simple as sharing a link to someone else’s article. However, more effective content curation adds your voice to the topic, lending your insight and providing analysis or takeaways.

    4. Tailor Content for Each Channel – In terms of social media posts, it’s not one-size-fits-all. Even if the topic is the same, the content length and wording for a headline should be different on Facebook than what you post on Twitter, for example. Also, consider your audience. Since you are communicating with a professional audience on LinkedIn your tone should reflect that.

    5. Try New Things - And just when you think you have it all figured out -- the game changes. What was best practice yesterday could be ineffective tomorrow. Don’t be afraid to try new channels, test different post styles, and be open to new ideas.

    What other tips do you have for feeding the beast? We invite you to share your thoughts on our Facebook page.


  • What Reality TV Taught Me About Business

    I recently was afforded an incredible opportunity to experience my own "15 minutes of fame" when I appeared in a supporting role with my 13-year-old son on a network reality cooking show for kids. Not only did we both take home some nifty new cooking skills, but we also learned some valuable life lessons along the way. Mine, in particular, were of the business nature.


    Please allow me to share with you five key takeaways from my eye-opening adventure as a reality TV guest:

  • Perception Is Different Than Reality - When you watch reality TV, your perception of what is happening is often very different than the actual reality. What the audience sees is just part of the show - just short snippets from the vast hours that go into filming and production. The same can be said for your business. Your personal perception of your company or the business climate is often just a small part of the big picture. Your customers, competitors and the public may have a very different view. Focus groups and market research are great ways to fill in those gaps and get a more realistic, big-picture view of your business and the market at large.
  • Social Media Is a Powerful Force - As a marketer, I knew the importance social media, but the sheer power of it all really hit home for me when the reality show aired. While we watched the show, people were tweeting in real time about things my son said. He had an instant fan base that was already fiercely loyal - rooting him on and wanting to see him succeed. And there was a larger community of viewers who were eager to dialogue about the show. It truly amazed me. My takeaway: If your brand doesn't have a social media community out there talking about and engaging with your brand, it should. The potential is powerful.
  • Production Takes Time and Energy - One 60-minute episode took countless hours to produce and edit, not to mention a team of highly skilled professionals. The same is true for marketing. You can't expect to throw together a quick mailer or an ad and turn around your company's sales or image overnight. It takes time, know-how and a well-orchestrated "production" for your marketing programs to flourish. You also need to know what to "edit" from your business plans: when something isn't working, leave it on the cutting room floor.
  • Cast Is King - A reality show is only as good as its cast of characters. Their talent, personalities and remarks can make or break a show, and as you can imagine, there is a true art to casting. The same can be said for your business. Your employees are the public voice and face of your brand. Take time to cast the right ones, and continually invest in training and employee development to help your business maintain "high ratings" all year round.
  • Be Careful What You Say - Conduct your business like you are always being filmed or recorded. In this age of YouTube and camera phones, the reality is that it may very well be. Stay positive and don't say anything that may come back to bite. You also may want to consider public speaking and/or media training to those staff/executives in the public eye, and be sure to brief them before a big company event.
  • At Malouin Marketing, we believe in keeping it real. We provide support, guidance and expert marketing know-how to make your business goals a reality. Contact us for a FREE consultation.
  • Four More Tips to Leverage LinkedIn Company Pages

    This is the second article in a two-part series on how to get the most out of LinkedIn's Company Page feature.

    Previously, I wrote about how to best develop a LinkedIn Company Page that optimally promotes your products and services, while providing compelling content that engages and captivates your visitors. (If you missed this first article, click here.)

    Now that you've developed a sensational Company Page - visually and content-wise - it's time to grow your following! Here are four simple steps to begin building your network:

    1. Start with your own employees.

    Encourage employees to create their own LinkedIn profiles if they haven't already done so. Once they include your company name in their profile, they automatically become followers.

    You may want to create a set of LinkedIn guidelines for employees, so that they represent your organization in the most favorable light. For example, you may want to ask employees to:

    • Use the correct company name so it automatically links to your official Company Page.
    • Include a three-to-five-sentence description of their work experience in theSummary section, including key accomplishments and responsibilities in their current position.
    • Add a one-to-two-sentence job description in the Experience section under Current Job Title, followed by a company description that you have developed for this purpose and also have included in your set of guidelines.
    • Use a professional-looking headshot, appropriate to your type of business.
    • Post appropriately.Posts and comments should be professional. Employees should avoid using foul language, slang or making negative comments.

    Finally, ask employees to include a link to your Company Page in their company email signatures, and to spread the word to their personal and professional networks.

    2.  Promote the page externally.
    All of your marketing communications should provide a link to your Company Page, including your emails, newsletters and blogs. Invite customers, partners, and other key audiences to become followers. Of course, you'll also want a "Follow" button prominently featured on your company website.

    3. Join groups.

    Joining relevant LinkedIn groups is an effective way to highlight your Company Page and attract more followers. Launch your own discussions or contribute to popular discussions other members have created.

    4.  Ask followers to spread the word

    Don't be shy about asking followers to like, share and comment on your updates. This helps spread your message to their entire network.


    LinkedIn is proving to be a great way to build brand loyalty and generate awareness among constituents. By making it an important, integral element of your overall marketing plan, you should reap the benefits of a strong, dedicated following.

    If you need help developing a LinkedIn presence or a comprehensive social media plan, we're here to support you! Simply contact us via email or phone at 310-379-6419 for a free, no-obligation consultation.

    And, please follow Malouin Marketing on its brand new LinkedIn Company Page!



  • Five Tips to Leverage LinkedIn Company Pages

    If you've been hearing a lot of buzz lately about LinkedIn's Company Pages, it's no wonder.  With more than 200 million members and 50 million unique visitors each week, LinkedIn has become a highly valuable tool for both B2B and B2C companies looking to promote their business and recruit qualified candidates.  Virtually any company of any size can easily create a Company Page - at no cost whatsoever.

    According to LinkedIn, you only need 100-200 followers for your Company Page to reach the tipping point to start making an impact and driving engagement.  Further, LinkedIn has been developing ways to improve the Company Page's functionality to make it even more user-friendly and effective. So if your organization hasn't yet taken the plunge, now's the time.


    With the help of Malouin Marketing, WASH Multifamily Laundry Systems recently updated their LinkedIn Company Page. Now with 435 followers, WASH is engaging with customers and stakeholders through continual communication on LinkedIn

    We offer the following five tips to help you create a Company Page that will motivate visitors to click that "Follow" button and connect with your brand.

    1. Start with the Summary

    The About section, located at the bottom of your Home page, is a great way to provide a compelling, brief description about what you do and what differentiates you from your competitors.  You'll also want to use this section to plug in important search engine keywords so people can easily locate you when searching for your type of business or unique offerings.

    2.  Impress with an Image

    LinkedIn recently added this great feature that allows you to post a prominent banner photo or image on the top of each page - similar to Facebook's Cover Photo.   The more creative you get here the better - your goal is to capture visitors' attention to encourage them to take a closer look at your posted content.

    You may also want to incorporate a few words about your business in your image, since your company description won't appear until you scroll down to the very bottom of the Home page.

    3. Strut Your Stuff on the Products & Services Page

    This is where you can really highlight your company's offerings - products, services or otherwise.  When crafting this page, make sure that the first product or service you list is the most important, since it will also be featured on the sidebar of your Home page.

    Keep in mind, there's no reason to limit this section to solely products and services. Get creative by including special offers, contests, events, or any other content that will pique the interest of your target audience. If you have instructive or informative videos, you'll want to post those here as well.  As I've mentioned in past newsletters, most people are visual learners, so your followers will appreciate viewing content that provides value to them. And here's another huge bonus of the Products & Services page: The right sidebar now features a list of LinkedIn members who have provided a testimonial/recommendation for a specific product or service. Any visitor to this page can see who in their network has endorsed you.

    On that note...

    4.  Ask for product and service recommendations

    Don't expect people to write reviews on their own - the only way to get a shout out from a follower is by asking.  According to LinkedIn, "Recommendations provide an authentic endorsement, making it easy for prospective customers to feel confident about doing business with you."   To get the most mileage from these valuable testimonials, you may want to include them on your company website, in print and online ads, and in other promotions, as appropriate.

    5.  Engage, engage, engage

    Once you've built a solid Company Page, you'll want to keep 'em coming back for more.  Do this by providing your followers with fresh, meaningful and targeted content. As you build your follower community, be sure to enhance their engagement by posting daily status updates.  Share company news, industry articles, or thought leadership pieces. Attention-grabbing content, such as images or infographics, also go a long way in building relationships. You can also ask followers to weigh in on important topics.  All posts will appear on your Company Page and in the news feed on the homepage of each of your followers.

    Hint: To fine-tune your messages and increase engagement, be sure to monitor follower and page stats analytics.  This will give you a deeper understanding of your follower base, community growth, and engagement levels.

    If you need help in building a social media presence or any other marketing support in this rapidly changing marketing environment, Malouin Marketing is available to provide guidance and expert know how.  I'd love to discuss your unique needs and provide you with a free, no-obligation quote.  Reach me by email or call 310-379-6419 for a free consultation.

    And, please follow Malouin Marketing on its new LinkedIn Company Page!


  • 10 Smart Marketing Tips for 2012 and Beyond

    Is your 2012 marketing starting off with a bang... or with a whimper? Have you taken an honest look at your marketing strategy lately? As technologies change and methods of communication evolve, marketing campaigns need to be diversified for optimal results.

    Here are some smart marketing tips to help get your 2012 off to a productive beginning - and carry momentum throughout the year.

    1) Social Media

    A recent comScore report found that social networking accounted for nearly 1 in every 5 minutes spent online globally in October 2011, ranking as the most engaging online activity worldwide. In 2012, social media is going to play a big role in B2B marketing. Have a sound strategy in place before you set up your brand's social networks. (If your company has yet to establish a social media policy, make that your priority this year.)

    2) Mobile Marketing

    If you're spending more time on your smartphone than on your desktop, you're not alone. By 2015, more people will access the Internet via a mobile device than through traditional desktop Internet access. Visit your corporate website on your smartphone. If you find yourself feeling frustrated with the navigation, now is a good time to optimize your website for mobile viewing.

    As mobile marketing continues to grow, consider utilizing QR (Quick Response) codes in your marketing to immediately link to videos and dynamic web content.

    3) Video Content

    As the web moves mobile and becomes more interactive, an increasing number of companies are incorporating video content into their marketing mix. According to comScore Video Metrix, 184 million U.S. Internet users watched online video content in October 2011 for an average of 21.1 hours per viewer. Video ads accounted for 14.9 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.

    With Google's ability to index videos, video content is another way for your brand to be found in Google's search results. (YouTube, which is owned by Google, topped 1 trillion views in 2011!) Adding video to your website can be an effective way to engage customers with your brand. Consumers exposed to a YouTube homepage ad are 437% more likely to engage in a key brand activity on the same day than those unexposed.

    4) Direct Mail

    According to Epsilon Targeting's 2011 Channel Preference Study, 60% of U.S. consumers report an emotional boost from receiving direct mail, noting they "enjoy checking the mail box for postal mail." In many categories, including financial services information, direct mail continues to serve as the channel of choice and most trusted for receipt of marketing information. Personalize your next direct mail campaign by hand addressing a plain white envelope and attaching a real stamp.

    5) Engage the Senses

    We all learn with a combination of senses, such as seeing, hearing, and touching something for the first time. But for most people, one sense plays a more dominant role in remembering the information presented. Consider these differences when creating your marketing materials and programs. Visual learners will respond more to colors and creative designs, while auditory learners prefer to hear things and respond well to in-person presentation or watching videos. Interactive marketing, such as social media, would appeal to kinesthetic or tactile learners who like to touch, feel, and experience doing things firsthand. To connect with customers on an emotional level, engage a sense other than sight in your next marketing piece. Try using textured paper or multiple flaps that invite the prospect to interact with the piece.

    6) Planning

    In this highly competitive environment, it's more important than ever to create a solid marketing plan so you have a roadmap navigating you through the murky waters of uncertainty. But don't hesitate to change course as the need arises. Step back and closely examine what's working and what's not. You don't have to constantly reinvent the wheel, but take time to reassess and revise as needed.

    7) Lead Generation

    New leads are harder to come by and, often, slow and steady does win the race. Use email marketing to nurture new leads that may not be ready to buy immediately after being contacted. It can take time to build trust with a new customer. Taking the time to nurture new leads will benefit you in the long run.

    8) Relationship Marketing

    Relationship marketing is a way of cultivating bonds with your repeat customers who are your best source for referrals. In a digital world saturated with information, it's more important than ever to keep the customers you have loyal to your business. Touch base with an e-mail, or pass along an interesting article. These simple steps can remind your customers that you're thinking about them, even when you're not engaged in a project.

    9) Branding

    Branding means more than having a company logo, but that the logo is the starting point. Does your company logo successfully tell the story of your company or product? If not, it may be time for a redesign. 

    10) Outsourcing

    Does your marketing department have limited human resources but unlimited goals? While your company's marketing staff may be well-versed in a few areas of marketing, expertise in other areas takes time and training. A smart solution is to contract with an outside marketing firm like Malouin Marketing. Outsourcing gives you access to experienced marketing professionals without incurring the costs of a full-time employee.

    If you need assistance with any of these areas, contact Malouin Marketing for a free consultation!


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    Malouin Marketing
    2110 Artesia Blvd., #356
    Redondo Beach, CA 90278
    (310) 880-7890

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