Everything listed under: social media strategy

  • 10 Emerging Trends to Jump Start Your 2015 Marketing

    So many opinions, so little time. A quick perusal of LinkedIn and you’ll be dizzied by the barrage of advice articles by self-proclaimed experts on what you should or should not be doing to market your business in 2015. Don’t worry. We’ve got you covered. At Malouin Marketing, we’ve cut through the clutter and compiled 10 fast tips to jump start your marketing this year.

    1. Data-Driven Marketing
    Real-time data is being used to drive marketing decisions and add a level immediacy and flexibility to marketing campaigns. Gartner predicts by 2017, the CMO will spend more on IT than the CIO.

    2. Micro-Targeting
    Market segmentation is nothing new, but businesses armed with analytics are now finally recognizing that micro-targeting results in more success than old-school mass marketing techniques. This, coupled with improved data mining, is enabling a level of micro-targeting and niche offerings that haven’t been seen before.

    3. Events/Promotions
    For the fourth year in a row, B2B marketers rated in-person events as the most effective tactic they use, according to the Content Marketing Institute. In fact, 70 percent of those polled favor in-person events over videos, case studies and eBooks.

    4. Social Business
    B2B marketers are using all social media platforms to distribute content more frequently than in years past. They now use an average of six platforms, versus five a couple of years ago. The social media platforms that have experienced the biggest surges in use, year over year, are SlideShare (40 percent vs. 23 percent), Google+ (55 percent vs. 39 percent) and Instagram (22 percent vs. 7 percent).

    5. Marketers as Educators
    Because your potential and current customers all “learn” differently, it’s important to provide content types. Take your story and turn it into an infographic, a slideshow, a webinar or video. This will ensure that, no matter what their learning style is, they will be able to engage with and appreciate your content.

    6. LOL Marketing
    Consumers are engaging with brands that are funny and demonstrate a sense of humor in their marketing. Take for example, the Under Armour campaign. A recent partnership with Funny or Die resulted in this video featuring Tom Brady.

    7. Paperless Communication
    InfoTrends U.S. study forecasts 8.6 billion consumer bills and statements will be paperless in 2017. With society embracing more paperless communication, businesses also need to adapt to more electronic means such as “live” brochures, PDFs, e-Tickets and apps that eliminate the need for paper. What are your future expectations for paperless communications?

    8. Target Content
    Unite sales and marketing with targeted content. If marketers are content creators, salespeople are the content curators. They can share blogs, articles, videos and other content types that are relevant with their prospects. While marketers measure the content results by tracking the number of leads generated from a post, salespeople measure how efficiently the content advances buyers through the funnel.

    9. Paid Social Media
    Social media sites are continually tweaking their algorithms to limit who sees your content. Facebook, for example, recently announced that in 2015 they are limiting the reach of posts that they deem overly promotional. What that means is that as marketers, we can no longer rely on just organic reach. If you want to make sure your content gets seen, it’s time to consider paid placement.

    10. Outsourcing
    Small and large businesses alike are depending on outsourced marketing talent to implement their marketing plans. There’s a trend towards smaller in-house marketing departments with larger networks of outside specialists that they can pay by the project without having to add FTEs.

    If you need assistance jump starting your marketing, we invite you to contact Malouin Marketing for a free consultation.

  • 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.

  • 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!

  • B2B Social Media: Six Tips for Savvy Marketers

    If you're thinking that you don't have the time or the resources to invest in social media, your business is missing out on the fastest growing channel for communication! It's time for B2B companies to shift the conversation from "Does my company need social media?" to "How can we leverage social media for our business success?"

    In fact, 62% of companies say that social media has become more important as a source of leads in the past six months.

    In a recent survey of social media users:

    • 55% thought that social networking sites were the best way to deliver feedback to a company.
    • 54% wanted companies to have a page or feed on a social networking site.
    • More than half thought that a company needed a Facebook page to stay relevant. 

    Whether you are new to social media or are an experienced pro, here are six simple B2B tips to turn your marketing efforts from sappy to savvy:

    1. Develop a Roadmap
    Think of B2B social media as one of the instruments in your marketing/communications toolkit. Just as you need a plan before launching a direct mail or email campaign, you need to develop a strategy before delving into social media marketing. Figure out ways to integrate social media into your other forms of marketing. Tie your Facebook page into event marketing. Use your LinkedIn company page as part of a referral marketing campaign. Don't isolate your social media channels from your other marketing efforts.

    2. Revisit Your Corporate Social Media Policy
    A corporate social media policy protects the company and the employee by establishing formal guidelines for online communications. With the constant influx of new social networks, your company should review your social media policy, at least, every six months. And, if your company does not yet have a policy, now is the time to create one.

    3. Be Consistent
    You've developed the messaging, but have you decided on your company's online persona? Having a consistent social media voice is as important as developing the right messaging. Establish a tone for your social media presence and stick with it. A casual tone may work for some establishments, but don't switch back and forth between overtly casual and rigidly professional.

    4. Narrow Your Focus
    Unless you have the resources to manage various social media channels with the same amount of effort, now is the time to focus your energy on the few that really work for you. Once you find your audience, focus your efforts there first. Facebook may work for some companies, while LinkedIn may be more appropriate for others. Don't feel obligated to sign up for every social media channel.

    5. Learn How to Listen
    Don't be that guy or gal at the party who is constantly talking about him/herself all the time. If you wouldn't want to hang out with that kind of person in real life, then you're not going to do it online either. Instead, be that person who listens attentively and offers sound advice when appropriate. Use your social media networks to listen to your customers. What kind of conversations are they having about your company, competitors, or the industry? And, how will you use this information to your advantage?

    6. Consider Outsourcing
    If you want to enhance your company's social media efforts but lack the people power to do everything in-house, consider outsourcing some of the responsibilities. While you do want to maintain ultimate control of your company's networks, you may need experienced guidance in drafting your social media policy or evaluating your current social media practices. Using an outside consultant can help you fine-tune your social media strategy by bringing a fresh perspective to your efforts.

    If you want to take a strategic approach to social media marketing,contact Malouin Marketing for a complimentary, no-obligation consultation. Visit our Social Media Services page to see how we can help your business!


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

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