20 Smart Tips for NZ Small Businesses

20 smart tips for small business

As you’re no doubt well aware after all the recent hype, in the US last Friday was known as Black Friday (supposedly because it’s the day on which retailers finally get into the black for the year). It’s also the day that retailers launch major sales and the crowd goes wild (with apologies to Prime TV).

Less well known is that the day was immediately followed up by another invented special event, Small Business Saturday. Wikipedia explains:

First observed in Roslindale Village, Massachusetts on November 27, 2010, it is a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores respectively. By contrast, Small Business Saturday encourages holiday shoppers to patronize brick and mortar businesses that are small and local.

Oh yeah, and Small Business Saturday is a registered trademark of American Express corporation.

Small Business Saturday hasn’t really made any impact down our way, but in the US there’s a steadily-growing movement (by small businesses) to exploit the event as much as they can. To that end, the usual commentators have published various tips to help small businesses take advantage of the event.

We’re not advocating that you adopt Small Business Saturday here — but some of the tips make good business sense on any day, in any market.

So, without further preamble, here are twenty hot tips for bricks-and-mortar small businesses.

Firstly from Entrepreneur Magazine:

  1. Get web ready
    Don’t forget the easy stuff. Make sure your address and contact info is correct on your website and all your social media profiles. You’d be surprised how many small businesses forget to update all their accounts as their business evolves — and busy shoppers might not know you’ve opened a new location or have new hours.

And while you’re at it, review your site as if you were a customer, ensuring that all promotions are prominently displayed and that your payment process is working properly.

  1. Prioritize customer service.
    Re-train your staff to make a good impression. Your ability to connect with customers and create more personalized experiences can help you stand out amongst competitors. According to a 2016 study, although people continue to shop online — nothing beats an in-store experience, so make sure yours is one to remember. Run through scenarios that might occur at your store during a busy weekend and give your staff the tools they need and the words to say to solve problems and help customers who might not have visited your store in a while.
  2. Don’t compete with the Big Boxes
    You might be tempted to slash prices ‘Black Friday-style’ — but don’t. Doorbusters might work for major retailers like Walmart and Target, but that doesn’t mean your small business should do the same. Marcus Lemonis, the host of CNBC’s The Profit, advises small business to stay away from Black Friday-style deep discounts. Instead, remember your market is coming to you for a different reason — to support local businesses.
  3. Join forces
    Work together with neighboring shops to give shoppers more reasons to visit. In South Dakota, Downtown Sioux Falls offers a number of deals, freebies and experiences throughout the town — such as free cups of espresso and a special art market — encouraging shoppers to make a day of the sales event and explore the downtown.

By joining forces with other merchants, you’ll likely get free promotion throughout the city, simply for registering as a participating business. Find out what your local community has planned and be part of it. Those relationships can help you throughout the year.

  1. Invite a local celeb or official
    Last year, President Barack Obama dropped into a local bookstore on Small Business Saturday and even shopped at a local popsicle shop in our nation’s capitol. While not all shops can get the president into their store, consider inviting other local officials who might make your shop into an impromptu photo opportunity. And don’t forget other local notables, such as local authors, creatives and even pageant winners who might be flattered and excited to drop by if you make them feel welcome and special.
  2. Support local charities
    Customers love knowing where their money’s going — especially if it is for a good cause. Bubbly Paws, a dog grooming and retail spot in Minnesota, had big success on Small Business Saturday last year thanks in part to promotions and partnerships with other local shops, but also because it dedicated a portion of its sales to a local dog charity. The company saw a major uptick in sales and found that customers were motivated to shop and happy to know their money would help dogs in need as well as their community.
  3. Utilize social media — and hashtags
    Tell your store’s story on social media. Document your preparation for the big day and get your customers rooting for you. Take photos of your displays to whet appetites and on Saturday share images of your fastest selling products and the ways excited customers are enjoying your store. And don’t forget to add specific event hashtags to accompany your posts.
  4. Update your advertising
    Go Digital Marketing recommends small businesses update their PPC (pay per click) keywords to make sure their company name hits the top of customers’ searches. Change the keywords to reflect your most up-to-date offers and promotions, as well as your location.
  5. Reward check-ins.
    To get customers to spread the word about your small business to their friends, ask them to check-in through social media. Offer discounts or promotions for those who show they’ve checked in on a platform like FourSquare, Yelp or Facebook. A 2015 Nielsen study found that 83 percent of people surveyed found they trust the recommendations of their friends.

From Vertical Response:

  1. Create a memorable experience
    Your personal touch is what makes your business special, so highlight it! If you have a bookstore, hold a reading. If you are in the food/beverage industry, host a tasting. Make your Small Business Saturday experience memorable so customers will think of you the next time they’re making a purchasing decision. Lastly, don’t discount the importance of writing “thank you” notes to everyone who made your Small Business Saturday special. Set up an email campaign to your customers on Sunday to say “thank you” and “we appreciate your support/business,” or even drop handwritten “thank you’s” into shopping bags with each purchase. Your customers will remember it, and it gives your business a personal touch that differentiates you from larger competitors.

From Forbes:

11.Make a photo collage.
Doug DeVitre (author of Screen to Screen Selling) suggests you make a photo collage of the influential people in the community who’ve visited your business. You can post the pictures online and share information about what the prominent customer purchased or enjoyed most about their visit.

  1. Alert the media.
    Be sure to take photos of the event and send an after-event press release to news outlets who cover small business or local retail. For an online store, use photos of your employees packing and shipping the goods. Make sure the coverage you pitch will compel readers to come back to see you during the continuing season. Remember that the best win of all is a new set of customers who will bring you business during every time of the year.

From ReachLocal:

  1. Capture & Nurture Small Business Saturday Leads
    To ensure that your efforts around Small Business Saturday continue to pay off throughout the year, make sure to capture the email address of everyone who visits your business so that you can nurture your leads and continue to share offers, specials, news, and insights with them. Make sure you’re capturing leads from your website through call tracking and web forms. Have visitors to your business sign up to receive emails from you and then hold a giveaway to all subscribers. Make sure to document the email addresses and then input them into your system, or use a tablet to have people directly submit their email into a form so you can upload them later.

From SmallBizTrends:

  1. Get a little artsy.
    Retail store owners, hire a local artist to paint your store display windows with nostalgic holiday scenes that evoke emotion for the holidays.  You’ll be helping your business and supporting another!

From Business2Community:

  1. Share Stories on Social Media About Helping Your Customers
    While various social media channels offer platforms to advertise your business, it’s important to also have an approach that doesn’t involve just trying to drive revenue. Make your business’s brand more personable by creating posts that feature actual customers you’re helping with your service or products. Reach out to customers you’ve developed close relationships with and ask if they can provide testimonies to include in your posts. You may already have videos, blog posts, or testimonials of satisfied customers, which you can use now. [If you’re not comfortable with Social Media, check out the courses on this website]

Showcasing stories about your customers helps position your business’s involvement in supporting the local community, which is what Small Business Saturday is all about.

  1. Make it Known If You’re a Family-Owned & Operated Business
    Since one of the biggest draws of Small Business Saturday is supporting local communities, describing your business as being family-owned and operated is a great way to distinguish yourself from larger corporations, chains, and franchises. Consumers need to know the businesses they’re choosing to support are actually small and locally owned. This isn’t to say that larger companies can’t be run by families, but this movement is focused on you.

Tap into the sentiment customers have for supporting family-owned businesses by creating new text ads for your search engine marketing campaigns, display banner advertising, and updating the header on your website. You don’t need to come up with anything flashy or snappy, just make sure you mention it as a bullet point. “Family-Owned and Operated,” will work just fine. It’s also important to make sure you have an “About Us” page that gives at least a brief history about your business, especially if it’s been passed down through multiple generations.

From Pagemodo:

17.Schedule your posts and tweets in advance
You’re going to be one busy business owner on Small Business Saturday and the days leading up to it. Make sure you don’t miss your chance to engage your fans and followers because you’re too busy to post updates. Schedule all your tweets, statuses, and photos in advance and know that it’s taken care of when things get hectic.

From DB Squared:

  1. Serve Up Unique Holiday Items
    One of the advantages independent businesses have over big box retail and chain stores is the ability to stock one of a kind, unique items year round. This is an advantage you should strive to capitalize on during the holidays, especially.

In order to get the attention and word of mouth marketing of not only new customers but your regular customers, you need to change things up during the holiday shopping season in order to boost sales of gift cards or gift certificates, holiday decorating wares of holiday gift inventory.

This would be a great time to partner with local independent artists, craftsmen, screen printers and other professionals in your community to come up with holiday gift giving ideas that have a local twist or feature the designs or work of local independent artisans, hobby enthusiasts and craftsmen.

  1. Serve Up Reasons to Bounce Back
    Use online marketing and the point of sale to capture customer contact information so that you can extend a bounce back offer in the New Year (or even another offer during the holiday season).  And be sure that you punctuate each point of sale experience by extending a reward redeemable at their next visit or in the New Year.

And one last thought, again from Entrepreneur Magazine:

  1. Think beyond Saturday.
    Although it’s important to utilize Small Business Saturday to boost sales and drive traffic — but your thinking should go beyond this day of shopping. Stores in Alexandria Virginia plan to offer random acts of holiday cheer, a series of deals that are available throughout the holiday season, past Nov. 26.

After the holiday season has ended, take stock of what worked and what didn’t. Chances are, many of these strategies can be repurposed beyond the holiday season, allowing you to strengthen the relationships you created with customers and partners all year long.

NOW AVAILABLE: NZ Marketing Insights for 2017

Our NZ MARKETING INSIGHTS FOR 2017 presentation and slide deck is now available!

Let’s have a little peek inside, at some of the marketing trends that will impact on Kiwi marketers in 2017.

Marketing Insights for 2017

The Big Picture

This first section of the presentation takes a look at what we can expect in 2017 from an economic and political perspective, post-Brexit and post-Trump.

Who We Are

Then we review our demographic and behavioural profile, based on a recent consumer lifestyle study, update statistics about our ethnicity and age and take a closer look at what it means to be a Kiwi.

How We Browse

When and how we go online plays an important role in determining whether or not we are open to marketing messages. In this section we identify the best times to talk to prospects.

How We Shop

Our choice of supermarket says a lot about how often we go grocery shopping and how much we spend. We discuss Kiwi shopping behaviours and then take a closer look at foods we actively avoid eating. We also discuss the latest shopping developments, identify hot new retail arrivals and review the latest fashion colours and styles we can expect to see in store in 2017.

Marketing Trends

Next, we take a look at what’s new and different in television, including the latest statistics about where we spend our viewing time, and then take a sneak peak at some of the more notable upcoming television programs of 2017.

We then turn our attention to newspapers and take a closer look at the Fairfax/NZME merger — and in particular at the issues raised by the Commerce Commission.

The latest Out of Home developments come next, closely followed by what’s new in magazines.

Marketing Insights for 2017

Then we consider Cinema, evaluating movie attendance patterns that may change our thinking about how best to use the medium. We look at the top movies of the year and provide an extensive rundown of expected blockbusters in 2017.

Next on the list: radio and its ongoing move to Digital.

Then we turn our attention to Experiences, review their importance (especially for millennials) and run through upcoming major events for the year.

Then it’s time to turn our focus to digital.

We review some of the staggering statistics as a majority of New Zealand opts for unlimited data and consider the implications for NZ marketers now that Mobile dominates Internet usage.

We delve into the latest developments in Social Media, covering Facebook, Pinterest, LinkedIn, Twitter, Instagram, Snapchat and Google Plus.

Marketing Insights for 2017

We update the latest online video numbers and then dig deep into Messaging Apps.

A roundup of key marketing technology trends follows, including Personalisation, the Internet of Things, Augmented Reality, AI, Programmatic, Virtual Reality, Drones, Context Brokering, Blockchain and Wearables.

Marketing Insights for 2017

And we close with a brief look at Future Technology trends that will impact in later years.

Purchase your copy today

As we mentioned, our 320-plus-slides MARKETING INSIGHTS FOR 2017 presentation is NOW AVAILABLE.

This presentation looks ahead at what marketers should expect and plan for in 2017, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2017 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2017.

The NZ MARKETING INSIGHTS FOR 2017” report and slide deck is NOW AVAILABLE, HOT OFF THE VIRTUAL PRESS. GRAB YOUR COPY TODAY!

RRP for NZ MARKETING INSIGHTS FOR 2017” is $497+GST.

Click here to pay by credit card through PayPal:
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If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@netmarketingcourses.co.nz with your requirements.

PS If you prefer, we can present our MARKETING INSIGHTS FOR 2017 to your team or your clients for just $777+GST (plus travel expenses if you are out of Auckland). Only limited places are available before Christmas, so BOOK NOW by clicking here: https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=SM8XEJ6UP3RHA

SPECIAL REPORT: The Most Effective Facebook Strategies for 2017

As you may be aware, over the nearly seven years that we have been training Kiwis in social media marketing, we have built up extensive databases of social media activities for NZ and global brands.

In particular, we now have lists of 24,465 New Zealand Facebook pages and 97,034 international Facebook pages.

We have commissioned software that enables us to capture the details of Facebook pages across any category or keyword and through which we can track page performances in terms of Likes, Talks and Engagement whenever we wish (typically weekly and monthly).

As a result, we can identify brands and organisations that are succeeding on Facebook and even drill down to the specific posts that have enjoyed the most likes, shares and comments.

We’re compiling this data into a special report entitled “The Most Effective Facebook Strategies for 2017” which is a must-have resource for any marketer planning to use Facebook in 2017.

most-effective-facebook-strategies-of-2017

Inside, you’ll find:

  • The 20 most effective Facebook marketing strategies to ensure that your prospects and customers engage with you on Facebook
  • Evaluation of 100 top performing NZ and international Facebook posts, the strategies and tactics used, why the posts succeeded and the implications for marketers
  • The seven most important new Facebook developments that you need to know about to succeed on Facebook in 2017
  • A comprehensive evaluation of the NZ Facebook marketplace, including demographic and behavioural data
  • An analysis of the top performing categories of New Zealand Facebook pages by likes and by engagement
  • And plenty more as we drill deep into the data

When the full report comes out in mid December, it will be priced at $397+GST — a great price for such valuable insights — but as usual we want to make a special Advanced Booking Offer for the Early Birds.

Pre-order “The Most Effective Facebook Strategies for 2017” by this coming SUNDAY, NOVEMBER 27, and pay just $197+GST.

On Monday, the price will increase by $100 so if you want this report, NOW is the time to sign up.

Click here to pre-order “The Most Effective Facebook Strategies for 2017” for just $197+GST: https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=AK8J32FD27BE6

New Guidelines for the Internet of Things

Internet of Things

As you may have heard, the Internet of Things (IoT) became the Internet of Things That Go Beep In The Night last month, when a massive US Internet attack was aided by comprised IoT devices.

Now the digital giants have stepped in. Android Authority reports:

The Broadband Internet Technical Advisory Group – an alliance formed by Google, Microsoft, Intel, Verizon and others in the tech industry – has laid out guidelines for improving security on Internet of Things devices.

The group, also known as BITAG, was formed in 2010 to produce best practices for broadband security and published its recommendations for IoT manufacturers yesterday.

In the document, BITAG warned that “the nature of consumer IoT is unique because it can involve non-technical or uninterested consumers; challenging device discovery and inventory on consumer home networks,” adding that IoT devices can be hijacked to create “Distributed Denial of Service (DDoS) attacks, perform surveillance and monitoring, gain unauthorized access or control, induce device or system failures, and disturb or harass authorized users or device owners.”

To avoid such exploits, BITAG makes a number of recommendations for manufacturers, including:

  • Shipping products with up-to-date software
  • Including a mechanism for automated and secure software updates
  • Providing “Strong authentication”, such as password protection, by default
  • Conducting security tests on a number of configurations
  • Following security and cryptography best practices
  • Ensuring devices remain functional even if the cloud back-end fails

BITAG also suggested that, when possible, IoT devices should not be reachable via inbound connections by default. As an advisory group, however, BITAG can’t legally enforce any of its recommendations on IoT device manufacturers.

IMPLICATIONS FOR MARKETERS

So why should you care? How does the IoT matter to marketers? Try these for size:

(a) The relationship between consumer and marketer deepens as the data grows. Here’s how Marketo explains it:  more connectivity leads to more data, leads to smarter data, leads to more relevant campaigns, leads to more customer engagement. (Forbes)

(b) With IoT, the degree of target marketing has grown in specificity. Effective marketing will not only cater solutions to demographic and psychographic targets, it will also predict solutions for the individual users of products. In other words, if your car is connected to the Internet and the brakes are wearing out, wouldn’t it make sense for your car to direct you to a local brake shop? (Forbes)

(c) 51% of the world’s top global marketers expect that IoT will revolutionize the marketing landscape by 2020.

Here (per i-Scoop) are some of the ways marketers will use IoT (mainly in a data-driven marketing view):

Analyzing customer buying habits across the platforms customers use.

More and previously unobtainable data regarding how consumers interact with devices and products (the “connected devices” themselves).

Getting a better insight into the buying journey and in which stage of it the customer is.

Real-time interactions, POS notifications and of course targeted (and even fully contextual) ads.

The customer service field whereby issues can be quickly resolved.

(d) Easy Exchange of Sales Data. One of the most valuable commodities to any business is its sales data. By having access to information regarding how, where, and why your products are being purchased and used, you’ll be able to better tailor your marketing efforts towards your specific clients. Smart devices that can gather this data and supply it back to you in real time, without the need for IT professionals to direct or monitor the interaction, will allow businesses to to create informed marketing strategies and improve ROI on future sales. (Salesforce)

(e) Automatic altering of marketing campaigns to suit changing needs. Gaining access to powerful customer insights will give marketers the ability to swiftly change marketing approaches to suit the changing needs of customers. Essentially marketers will be more proactive in their approach to marketing instead of reacting to results after the fact. Predictive analytic tools will be able to make stronger predictions and automatically adjust campaigns based on consumer trends and changing market demands. (business2community.com)

7 Key Digital Marketing Questions You Should Ask Yourself

fb-questions

As we prepare to get stuck into 2017, here are seven key questions you should ask about your digital marketing.

Firstly, from Co-Factor:

1 ARE YOUR PERSONALISATION EFFORTS REALLY GOOD ENOUGH?

30% of US marketers have a personalisation strategy in place, but are struggling to align intelligence, content and channels with the customer whilst 23% are “a long way” from being able to deliver those experiences in real time (Customer Experience Board/CMO Council)

2 HOW EFFECTIVE ARE YOUR MOBILE ADVERTISING INITIATIVES?

84 percent of all mobile advertisers believe the experience they provide to consumers is positive, while less than half (47 percent) of consumers actually report feeling their mobile advertising experience is a positive one. (Unlockd)

3 SHOULD YOU BE SPENDING MORE ON DIGITAL VIDEO?

41 percent of agency and marketing professionals hesitate to increase spending on digital video advertising due to the perception that the ROI is lower than any other form of media. Additionally, another 40 percent report that the ability to deliver quality content is an obstacle. (The IAB)

From AdWeek:

4 ARE YOU REALLY, REALLY MOBILE-READY?

Netsertive, a digital intelligence company, released a study this week that found that only 3 percent of marketers think local retailers are prepared to target their mobile customers.

5 SHOULD YOU ADVERTISE ON INSTAGRAM OR ON SNAPCHAT?

Adweek commissioned a survey from Survata that asked 511 Instagram and Snapchat users ages 13 to 34 how they feel about the apps and their impressions of the ads. Two of the more fascinating findings: just 26 percent of respondents remembered seeing specific Snapchat ads, while 37 percent remembered seeing specific Instagram ads.

6 SHOULD YOU USE LOCATION-BASED TOOLS SUCH AS BEACONS?

Only 22 percent of merchants are using in-store, location-based technology, per a study from PointSource. Yet (per Co-Factor) retailers see a 7 times lift in in-store visits when they use mobile location-based ads. (YP Marketing Solutions)

eConsultancy adds:

7 ARE YOU CREATING THE MOST EFFECTIVE TYPES OF VIDEO ADS?

New UK research from Groundbreak Productions has uncovered the kind of video adverts that are most likely to make consumers spend money. From a survey of 1,000 UK consumers, 42% said that they like video ads that are informative and ‘to the point’. Consequently, 22% would be more likely to buy a product after watching one.

In terms of the biggest spenders, the report suggests that ads have more an effect of millennials, with one in five being more likely to purchase a product or service after watching a video ad. This is compared to 12% of 45-54 year olds, 13% of 55-64 year olds and 6% of those aged 65 and over.

Interestingly, just 8% of consumers say they are receptive to celebrity-endorsed ads, with only 3% being more likely to purchase after watching one.

 

So what other questions should NZ marketers ask in 2017?

When you’re planning 2017 marketing, you need to take a look at what to expect next year, so that you can make appropriate arrangements.

We’ve looked ahead at what marketers should expect and plan for in 2017, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — and we’re turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2017 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2017.

Marketing Insights 2017

This comprehensive slide deck, with accompanying notes, consists of at least 200 slides covering:

  • The latest NZ research and statistics, and what they mean for New Zealand marketers
  • Local and international television trends and comments
  • The changes impacting NZ newspapers and their implications for marketers
  • Is Small Data the new Big?
  • Magazine news and trends
  • What you need to know about Radio for 2017
  • The very latest on Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google Plus and other key social properties
  • The new popularity of Slack, Yammer and Facebook At Work and what they mean for businesses
  • Programmatic advertising explained and explored
  • Online video – how can you take advantage of this seemingly unstoppable trend?
  • Wearables: fad or threat?
  • Messaging Apps reviewed and implemented
  • Context brokering and smarter business decisions
  • Loyalty program evolution and opportunity
  • Smart Data Discovery and analytics enhancements
  • Google Assistant, Siri, Cortana and the new breed of AI mobile support
  • Is your content really mobile-savvy?
  • How can you use AI?
  • Drones and their promotional potential
  • The latest on the Internet of Things
  • Blockchain and its marketing uses
  • Emerging technologies such as Smart Dust and 4D printing – and why you should be getting ready for them now

There’s plenty more, covering old and new media, insights and analytics, strategies and tactics – but we think you get the idea.

The NZ MARKETING INSIGHTS FOR 2017” report and slide deck is NOW AVAILABLE, HOT OFF THE VIRTUAL PRESS. GRAB YOUR COPY TODAY!

RRP for NZ MARKETING INSIGHTS FOR 2017” is $497+GST.

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=B6N4C5BPZ7ACQ

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@netmarketingcourses.co.nz with your requirements.

The Trump Shock & The Dangers of Only Listening to Others Like You

The Trump Shock

The Trump Shock & The Dangers of Only Listening to Others Like You

2016 really has been a year for Black Swan events — results that were as transformative as they were unexpected.

First it was Brexit, then President Trump.

The media, researchers, commentators and academics all expected a different result. Yes, their data suggested, it would be close — but smart money was on the traditional outcomes.

The people voted otherwise — to the shock and horror of the usual suspects.

So what happened — and, from our perspective, what are the implications for marketers?

TALKING AMONGST THEMSELVES

It’s become more and more apparent in recent times that online social chatter — especially via forums such as Twitter — has been dominated by highly vocal contributors who often behave like (not to be too delicate about it) bullies, criticising and marginalising those whose opinions are not the same as theirs.

Unsurprisingly, those with contrary views have therefore been removing themselves from what was supposed to be a debate but instead has become a monologue.

As a consequence, many crowd platforms have become single-voice platforms … and nowhere is that more evident than in the political arena, where silence has become the preferred option for those whose views run contrary to prevailing viewpoints.

That does not mean, of course, that the silent crowd has changed its opinion — simply that it saves its efforts for the ballot box, where such opinions can, and in fact have, changed nations.

In the UK, it’s been dubbed the “Shy Tory” factor:

Shy Tory Factor is a name given by British opinion polling companies to a phenomenon first observed by psephologists in the 1990s, where the share of the vote won by the Conservative Party (known as the ‘Tories’) in elections was substantially higher than the proportion of people in opinion polls who said they would vote for the party. This was most notable in the general elections of 1992 and then 2015, when the Conservative Party exceeded opinion polls and comfortably won re-election. (Wikipedia)

THE LESSONS FOR MARKETERS

Colin Shaw, writing on LinkedIn in 2015 in the aftermath of the unforeseen UK election landslide, suggested three lessons for marketers. We’ve added two more, which we’ll get to in due course:

Why did people say they were going to vote one way and then change their mind? My take is people often say one thing and do another.

Since many marketers are also responsible for polling for their brand, maybe we can glean some wisdom from the polling failure by taking a closer look at Why People Say One Thing and Do Another.

Reason #1: It is a complex process to understand what people (and Customers) want.

The pollsters weren’t trying to get it wrong. They were earnest in their efforts to get a sample on which they could predict where the election was headed. So they, like all of us, were scratching their heads when the dust settled, and the Conservatives won a clear majority. Even if they were reaching a broad sample of the British population, the answers they got back might not have been accurate. Why? Because sometimes the voter didn’t know what they wanted yet. What they wanted for the election was “hidden” in their subconscious, down in the emotions.

What Can Marketers Learn From This?

Many times there is a hidden part of how a Customer feels that drives their behavior. You might complete research where Customers tell you they want something, implement that something, and see no change in Customer behavior. It’s important to look for the causes of the behavior to see what Customers really want. We find most often in our work that these causes are hidden down in the emotional subconscious.

Reason #2: People have two ways of thinking about things and whichever one is in control at the moment will direct their behavior.

We know there is a big difference between what people say and what people do.Sometimes people don’t know what they want until they are forced to make a decision, as in the voting booth. However, the way people make decisions many times, is with their heart not their head.  In Professor Daniel Kahneman’s book, “Thinking Fast and Slow,” we learn about the System One (emotional, instinctive, fast) and System Two (methodical, logic-based, slow) thinking. On the poll inquiry, they could have used System One thinking, answering quickly without using their more rational thinking from System Two. However, System Two might have showed up for the actual vote. Or vice versa. It is, in many ways, mysterious.

What Can Marketers Learn From This?

Essentially, the difference between what people say they will do and what they actually do is the core message of our Emotional Signature. People are not rational, so basing your actions on research addressing the rational side of your experience is not going to get you to where you need to go. Every brand has an experience that generates emotions that drive your Customer’s behavior—and they are not rationally based. Exploring the emotions connected to your brand is going to give you a much better basis for predicting how Customers react.

Reason #3: Marketers need to consider how the data is being collected.  

In an article on the Huffington Post on the polling debacle, a correspondent argued old methodologies for polling might have contributed to the error. Polling results come from sampling the population, usually via their home phone. As many of you can imagine, it is increasingly difficult to reach people on a home number. Why do pollsters still use the home phone in 2015 you might ask? Because there is a consensus amongst pollsters that mobile phones “are unreliable.” But frankly, if you aren’t reaching me on my mobile you can rely on not reaching me. I have a feeling that’s true for more than one of you reading this.

What Can Marketers Learn From This?

It’s important to change your methods of communication if you want to get a “sample” of the population. Don’t let the way things have always been done be the driver for your methods.

Politics and polling go together. They are essential to those who run and those who vote. However, in the election in the UK [last year], the pollsters failed to provide an accurate representation of voters’ intentions, leaving many wondering if the methodology needs a closer look. My take is it probably should, but also that human irrationality and emotions played a part in the inaccuracy as well.

And a fourth reason, which Mr Shaw didn’t mention at the time:

Reason #4: those with opinions that are not considered “politically correct” simply won’t share them publicly

As we’re starting to see from post-mortems on Brexit and on the Trump presidency, when consumers hold contrary views, they’ve learned to keep those to themselves. Even so, when the time comes, those opinions will still drive their actions.

What Can Marketers Learn From This?

Whether you’re launching a new product or promoting an existing one, you should take care to canvas the opinions of a representative cross-section of your target audience. Too many products have failed because they were based on the needs and desires of the creators of the marketing (and their peers) rather than the wishes of the true consumers.

Then there’s a fifth and perhaps most important consideration of all, contributed to Forbes by John Carpenter the day after the Trump result:

Reason #5: Strong Emotions Can Really Make A Big Difference

While polling data correctly predicted [that Hillary Clinton would win the popular vote], it failed to make the more nuanced call that anger among working class white voters ran deep, and would drive them to the polls in larger numbers than the luke-warm Clinton supporters in the Democratic base.

Many pollsters are whining that they got the big picture right. What they got wrong was the much-harder-to-measure sense of how likely people were to vote. They knew that Clinton, like Trump, was disliked by many voters. What they failed to predict was that Clinton’s “negatives” would weaken turnout among people who had voted for Barrack Obama – votes she needed and didn’t get, especially in key states.

Trump is no luddite. He understands the power of the social media echo chamber, maximizing the strength of his 14.2 million Twitter followers to spread his unfiltered message. His opponents, meanwhile, angrily denounced him in post after post, most of which were read almost exclusively by like-minded opponents.

Arguably, similar passions for change drove pro-Brexit voters in the UK.

What Can Marketers Learn From This?

Are your supporters passionate — or merely accepting? Would they go out of their way to choose your product over a competing brand? Are they true fans, or might they easily be wooed away by a better price or a more enticing argument?

If you don’t know the answer to that question — or, worse, if the answer is negative — then your brand is vulnerable.

So what else should NZ marketers watch for in 2017?

Well, when it comes to Black Swan events like those above, our crystal ball is probably no better than yours.

But what we have done is look ahead at what marketers should expect and plan for in 2017, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — and we’re turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2017 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2017.

Marketing Insights 2017

This comprehensive slide deck, with accompanying notes, consists of at least 200 slides covering:

  • The latest NZ research and statistics, and what they mean for New Zealand marketers
  • Local and international television trends and comments
  • The changes impacting NZ newspapers and their implications for marketers
  • Is Small Data the new Big?
  • Magazine news and trends
  • What you need to know about Radio for 2017
  • The very latest on Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google Plus and other key social properties
  • The new popularity of Slack, Yammer and Facebook At Work and what they mean for businesses
  • Programmatic advertising explained and explored
  • Online video – how can you take advantage of this seemingly unstoppable trend?
  • Wearables: fad or threat?
  • Messaging Apps reviewed and implemented
  • Context brokering and smarter business decisions
  • Loyalty program evolution and opportunity
  • Smart Data Discovery and analytics enhancements
  • Google Assistant, Siri, Cortana and the new breed of AI mobile support
  • Is your content really mobile-savvy?
  • How can you use AI?
  • Drones and their promotional potential
  • The latest on the Internet of Things
  • Blockchain and its marketing uses
  • Emerging technologies such as Smart Dust and 4D printing – and why you should be getting ready for them now

There’s plenty more, covering old and new media, insights and analytics, strategies and tactics – but we think you get the idea.

The NZ MARKETING INSIGHTS FOR 2017” report and slide deck is NOW AVAILABLE, HOT OFF THE VIRTUAL PRESS. GRAB YOUR COPY TODAY!

RRP for NZ MARKETING INSIGHTS FOR 2017” is $497+GST.

 

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=B6N4C5BPZ7ACQ

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@netmarketingcourses.co.nz with your requirements.

Do You Know What Your Competitors Are Doing On Facebook?

Do you know what your competitors are doing on Facebook?

Kiwis spend more time on Facebook* than anywhere else on the Internet. So are you keeping watch on your competitors and what they’re doing on the social giant, or are you in the dark?

*An average of 8 hours & 7 minutes a month, according to Nielsen Online Ratings (June 2016).

Considering the significance of Facebook as a destination for New Zealand audiences, it’s amazing how little attention NZ marketers pay to monitoring what’s going on in the medium.

You really should be tracking:

  • what exactly your competitors are doing on Facebook
  • how often they post updates
  • which of their posts (if any) have really resonated with their followers
  • how effective their posts are in terms of generating engagement and interaction
  • how your own Facebook page stacks up in comparison

FACEBOOK COMPETITIVE ANALYSIS – BENCHMARK REPORT

To help Kiwi marketers develop a much better understanding of the ways in which their competitors are using Facebook, we’ve developed a Facebook Competitive Analysis Report which provides a comprehensive analysis of your category.

This competitive evaluation of the Facebook performance of the competitors in your category will be based on a specific list of your competitors, and will also identify the leading performers in your category in other English-speaking markets, drawing on our database of more than 150,000 Facebook pages from New Zealand, USA, UK, Canada and Australia.

For example, in the Real Estate category, from our sample of 2320 NZ real estate pages we have established that the average NZ real estate page has 372 likes, but with just 4.49 people talking about a typical page (1.21% engagement).

In comparison, across 2270 Australian real estate pages, the average is 1202 likes, with 7 people talking (0.58% engagement).

We then report on the Top 20 Facebook pages in your category in NZ, the USA, UK, Canada and Australia, in terms of (a) Total Likes; (b) Numbers of People Talking About The Pages; and (c) Most Engaged Pages.

Here, for instance, are some of the raw results from our Real Estate Analysis:

Facebook Real Estate pages

Note the Engagement stats for three of the best-performing Real Estate pages (highlighted in yellow).

INSIGHTS

Once we’ve crunched all the numbers, we drill down even further. We review the most effective posts by the most engaged organisations in your product category and identify:

  • the strategies they’ve used
  • how successful they’ve been in encouraging engagement
  • ideas that you can steal and adopt for your own activity

For example (sticking with our real estate category), we’ve uncovered:

  • killer wording that almost forces prospects to like and engage with your page
  • a strategy that turns a dollar donation into a compelling engagement tool
  • a tactic that you simply must not use — because you’re attracting totally unqualified leads
  • a truly delightful content strategy that really pays off and proves the power of words
  • a low-cost but dramatically effective way to use Facebook video

For example, here’s a reward-based approach used by one of the real estate agents we singled out above as having a high engagement score:

matt-coren

RECOMMENDATIONS

As well as the Insights gleaned by examining the top performers in your category, we’ll also report on the 16 most effective viral strategies we recommend for Facebook marketing, and suggest ways that YOUR BRAND can take advantage of each relevant strategy.

We will also recommend the type of content on which you should focus most of your attention – content that best represents a combination of your expertise and relevant visitor interests.

For example, STORY-TELLING is an extremely powerful viral strategy, and one that Australian real estate agency Earnshaws uses to bring to life what might otherwise be pedestrian property listings.

PRICING

As you can imagine, this whole Competitive Analysis process requires a lot of individual effort and attention, and draws on our extensive knowledge of, and experience with, social media marketing.

Up until now, we have conducted such analyses as part of a comprehensive marketing audit for which we charge several thousand dollars.

For the Facebook Competitive Analysis Report as a standalone service, we could easily charge $1500 or more, and that would be a fair return on the effort involved.

Still, since this (as a standalone service) is a new project for us, we’re looking for some social proof in the form of very satisfied customers. So we’ve decided to offer our Facebook Competitive Analysis Report at a very enticing $999+GST.

SPECIAL INTRODUCTORY OFFER

We’re going to slice even more off that pricetag, but only for the first five clients.

If that’s you, you can sign up for our Facebook Competitive Analysis Report, for just NZ$699+GST.

Yes, that’s a further $300 savings. And yes, this is a classic direct marketing strategy — deep discount, limited availability — and it’s a “classic” because it works and keeps on working. In this instance, the strategy means an awesome deal for you.

To sign up for our Facebook Competitive Analysis Report programme, just click here: http://bit.ly/fbcompet

You’ll be taken to our PayPal payment page, where you’ll be asked to provide your name and email details and to pay for the programme.

If you’re one of the first five to sign up, the PayPal payment page will show a rate of NZ$699+GST. If you’re too late, the rate will automatically switch to NZ$999+GST — not as good a deal as the early birds got, but still great value for money.

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking (normally fairly quickly, but please do allow up to 12 hours for us to get back to you). Then we’ll be in touch to provide you with some questions regarding your Competitors, your category and your Target Audience.

FOLLOW-UP PROGRAMME

We won’t just complete the Facebook Competitive Analysis Report and then leave you to your own devices. We do have several follow-up programmes that we will discuss with you as part of our recommendations, including ongoing monthly category monitor & social media content provision.

FINAL CALL TO ACTION

Want to take advantage of our Facebook Competitive Analysis Report to make your social media activity more effective?

Sign up today — be one of the first five to take action and grab this valuable competitive intelligence at an awesome bargain price, just $699+GST!

5 NZ Marketing Trends for 2017

5-nz-marketing-trends-2017

It’s that time of year, when commentators dust off the crystal balls and start to consider what we should expect for the year ahead. We’ve already been working on our forecasts for some time, as we work on our NZ MARKETING INSIGHTS FOR 2017 presentation and slide deck that’s due for release later this month.

We’ll talk more about that presentation shortly, but first let’s have a little peek inside, at some of the marketing trends that will impact on Kiwi marketers in 2017.

millennials prefer experiences

1 Experiences are more important than possessions, at least to millennials

If you’re targeting Millennials (those born between 1980 and 1996, now aged 20-36), take note. According to a recent US research study conducted on behalf of EventBrite, millennials highly value experiences and are increasingly spending time and money on them: from concerts and social events to athletic pursuits, to cultural experiences and events of all kinds. For this group, happiness isn’t as focused on possessions or career status. Living a meaningful, happy life is about creating, sharing and capturing memories earned through experiences that span the spectrum of life’s opportunities.

Auckland-Arts-Festival-fireworks

That’s one of the reasons why high-experience events such as the Auckland Arts Festival resonate so well with audiences.

IMPLICATIONS FOR MARKETERS

A recent Bloomberg Businessweek survey revealed that “delivering a great customer experience” has become the new imperative: 80% of the companies polled rated customer experience as a top strategic objective.

Research suggests that companies that provide exceptional customer experiences have a strong competitive advantage. Customers are prepared to pay higher prices, make additional purchases, be more loyal and recommend the business to others.

mobile-internet-usage

2 Three-quarters of Internet usage in 2017 will be via mobile

Three out of every four minutes (75%) of Internet use will be accessed via a mobile device in 2017 — up from 68% this year, according to a mobile advertising forecast released in late October by Publicis’ Zenith unit.

That’s a global forecast — here in NZ we tend to lag a year or two behind when it comes to mobile trends — but it’s still a staggering percentage.

IMPLICATIONS FOR MARKETERS

Take out your phone and dial into your website. Does it still look good on the small screen. More importantly, can your prospects and customers access everything they want from you through that device, which may represent the only view they ever have of your website?

If the answer is not a quick and easy “Yes”, you need to revisit your mobile presence, fast. (May we recommend our comprehensive Mobile Marketing course, if you’re unsure where to go and what to do?)

Internet of Things

3 The Internet of Things will become bigger than ever

We’ve all heard plenty of hype — and a few horror stories — about the Internet of Things (IoT). But, according to Accenture, 87% of mainstream consumers still don’t understand what the IoT market is.

So how real is the IoT so far — and what can expect from the IoT in 2017?

According to the Motley Fool, there are already 15 billion IoT-connected devices, with projections of anywhere from 50 to 200 billion devices by 2020.

Real enough for you?

IMPLICATIONS FOR MARKETERS

So how does the IoT matter to marketers? Try these for size:

(a) The relationship between consumer and marketer deepens as the data grows. Here’s how Marketo explains it:  more connectivity leads to more data, leads to smarter data, leads to more relevant campaigns, leads to more customer engagement. (Forbes)

(b) With IoT, the degree of target marketing has grown in specificity. Effective marketing will not only cater solutions to demographic and psychographic targets, it will also predict solutions for the individual users of products. In other words, if your car is connected to the Internet and the brakes are wearing out, wouldn’t it make sense for your car to direct you to a local brake shop? (Forbes)

(c) 51% of the world’s top global marketers expect that IoT will revolutionize the marketing landscape by 2020. Here (per i-Scoop) are some of the ways marketers will use IoT (mainly in a data-driven marketing view):

  • Analyzing customer buying habits across the platforms customers use.
  • More and previously unobtainable data regarding how consumers interact with devices and products (the “connected devices” themselves).
  • Getting a better insight into the buying journey and in which stage of it the customer is.
  • Real-time interactions, POS notifications and of course targeted (and even fully contextual) ads.
  • The customer service field whereby issues can be quickly resolved.

(d) Easy Exchange of Sales Data. One of the most valuable commodities to any business is its sales data. By having access to information regarding how, where, and why your products are being purchased and used, you’ll be able to better tailor your marketing efforts towards your specific clients. Smart devices that can gather this data and supply it back to you in real time, without the need for IT professionals to direct or monitor the interaction, will allow businesses to to create informed marketing strategies and improve ROI on future sales. (Salesforce)

(e) Automatic altering of marketing campaigns to suit changing needs. Gaining access to powerful customer insights will give marketers the ability to swiftly change marketing approaches to suit the changing needs of customers. Essentially marketers will be more proactive in their approach to marketing instead of reacting to results after the fact. Predictive analytic tools will be able to make stronger predictions and automatically adjust campaigns based on consumer trends and changing market demands. (business2community.com)

autonomous vehicles

4 Christchurch will host New Zealand’s first trial of a fully autonomous electric vehicle in 2017

HMI Technologies and Christchurch International Airport have agreed on the New Zealand based and funded trial, which is focussed on finding answers to key questions about how these vehicles could operate in this country.

The trials will largely be conducted on the Christchurch Airport campus, starting on private roads with no public present, with the long-term aim of moving to public roads once the safety case has been made and all regulatory approvals are in place.

IMPLICATIONS FOR MARKETERS

So why do self-driving cars matter to marketers (especially if you’re not a car-maker)?

Here’s what McKinsey thinks (as reported by Mark Schaefer):

Automated Vehicles could free as much as 50 minutes a day for users, who will be able to spend traveling time working, relaxing, or accessing entertainment. The time saved by commuters every day might add up globally to a mind-blowing one billion hours—equivalent to twice the time it took to build the Great Pyramid of Giza.

It could also create a large pool of value, potentially generating global digital-media revenues of €5 billion per year for every additional minute people spend on the mobile Internet while in a car.

What will these mobile entertainment centers mean for advertisers?

In some ways, a car-based content distribution system may be a “do-over” for the ad industry. Today people hate ads so much they want to block them. Hopefully the industry has learned its lesson and won’t turn cars into places that interrupt and annoy us.

  • We would probably enjoy free content as a trade for a sponsorship statement. For example, the Spotify or iTunes of the future will have access to all of the personal information being collected from our travels and align a sponsor precisely with our interests and our destination. “Today’s free music is brought to you by Taco Bell. You’ll be passing 27 of our stores today. Why not try a delicious Chalupa del Grande?”
  • When you buy a car from a dealership, you may be able to choose to pay for an entertainment package or get one for free that comes with a sponsor.
  • Advertising opportunities on traditional radio stations will be crushed with the end of “drive time.” When we are riding around in the ultimate personal entertainment device, it’s unlikely we’ll choose to listen to ad-filled local programming. Is commercial radio nearing its end?

 

Twitterbots

5 Twitter offers automated Direct Messaging tools to brands

With more and more chatbots and other AI tools available through the various messaging apps (learn about that here), it’s no great surprise that Twitter has introduced the technology as well, with automated Direct Messaging responses now available to brands.

Here’s a promo video that demonstrates the idea:

IMPLICATIONS FOR MARKETERS

So what are the benefits of this sort of technology for marketers?

Here are a few, largely self-evident, benefits, as flagged by Skyword (follow the link for full details):

(a) Automated customer service helps both sales and marketing.
(b) Chatbots can track user data.
(c) They’ll improve your efficiency and availability.
(d) Your chatbots will only get smarter with time.

 

Other Marketing Insights for 2017

As we mentioned, these trends come from our MARKETING INSIGHTS FOR 2017 presentation.

This presentation looks ahead at what marketers should expect and plan for in 2017, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2017 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2017.

Marketing Insights 2017

This comprehensive slide deck, with accompanying notes, consists of at least 200 slides covering:

  • The latest NZ research and statistics, and what they mean for New Zealand marketers
  • Local and international television trends and comments
  • The changes impacting NZ newspapers and their implications for marketers
  • Is Small Data the new Big?
  • Magazine news and trends
  • What you need to know about Radio for 2017
  • The very latest on Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google Plus and other key social properties
  • The new popularity of Slack, Yammer and Facebook At Work and what they mean for businesses
  • Programmatic advertising explained and explored
  • Online video – how can you take advantage of this seemingly unstoppable trend?
  • Wearables: fad or threat?
  • Messaging Apps reviewed and implemented
  • Context brokering and smarter business decisions
  • Loyalty program evolution and opportunity
  • Smart Data Discovery and analytics enhancements
  • Google Assistant, Siri, Cortana and the new breed of AI mobile support
  • Is your content really mobile-savvy?
  • How can you use AI?
  • Drones and their promotional potential
  • The latest on the Internet of Things
  • Blockchain and its marketing uses
  • Emerging technologies such as Smart Dust and 4D printing – and why you should be getting ready for them now

There’s plenty more, covering old and new media, insights and analytics, strategies and tactics – but we think you get the idea.

The NZ MARKETING INSIGHTS FOR 2017” report and slide deck is NOW AVAILABLE, HOT OFF THE VIRTUAL PRESS. GRAB YOUR COPY TODAY!

RRP for NZ MARKETING INSIGHTS FOR 2017” is $497+GST.

Click here to pay by credit card through PayPal:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=B6N4C5BPZ7ACQ

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@netmarketingcourses.co.nz with your requirements.

New Course: Social Media Marketing Success Essentials

Social Media Marketing Essentials

What you absolutely must know about Social Media for 2017

Social Media is constantly evolving, so if you want to keep up with what’s happening in the medium, you need to continually do your homework to stay informed.

We’ve done the hard yards for you, and put together a new course that looks at the very latest developments across the ever-expanding world of social media.

Are YOU ready to succeed with Social Media Marketing in 2017?

To succeed with Social Media, and to do so consistently, requires an effective, repeatable system that you can use time after time, post after post, to get noticed and liked and shared.

That’s why we’ve put together our latest course, SOCIAL MEDIA MARKETING ESSENTIALS, a step by step guide to the main social media networks, their newest features and what you need to do to succeed in social.

 

Why this course? Why now?

We’ve been training Kiwi marketers in Social Media Marketing since 2010 (based on the knowledge we’ve gained over forty-something years in marketing and more than twenty years of digital marketing).

We’ve developed this new course because we see a desperate need for continuing digital education as social media continues to evolve. In fact, respondents to a subscriber survey we ran recently told us that their biggest challenge is simply keeping up with the constant changes in digital marketing.

Here’s what this new course covers:

 

Lesson One: Facebook

In Lesson One, we provide a simple, straightforward guide to what’s new, what’s different and what’s important on Facebook. The social giant’s teams are constantly hard at work developing and evolving their offerings. Here’s where you’ll find out what’s fresh, what’s tired and what’s expired.

In this lesson, we talk about:

  • the massive impact of Facebook video and how organisations are optimising video creative for the social experience
  • native advertising and its growing importance in social in a mobile, ad-blocking world
  • Facebook newsfeed content streams, instant articles and branded content and their implications for marketers
  • how consumers have stopped talking to each other so much on Facebook, and how the social giant is responding
  • the new Facebook Marketplace and its implications for marketers
  • new Call To Action buttons for Facebook pages and how marketers can use them effectively
  • what works (and what doesn’t) in today’s social networks
  • the push to minimise clickbait (“you won’t believe what these social networks are doing to spoil your fun!”)

At the end of this lesson (and each lesson in this course), we provide easy-to-implement Action Steps and a downloadable checklist of the key takeouts for each lesson.

Lesson Two: Messaging — WhatsApp, Facebook Messenger, Snapchat, WeChat

As the mobile phone becomes the dominant communications mechanism, more and more consumers are connecting with each other through one or more specialist messaging applications. Now the top four messaging apps attract more eyeballs than the top four social networking apps. So what are the implications of consumers’ move to what’s become known as “Dark Social”?

In Lesson Two, you’ll learn about:

  • The leading messaging contenders
  • how many people are using each app
  • customer service and messaging: natural partners
  • how marketers are already using messaging services to advertise themselves to their audiences
  • what chatbots are and how AI just might reinvent messaging and customer service

Each section includes clear, ready-to-implement Action Steps and a Checklist to guide you.

Lesson Three: Live Video with Facebook Live, Periscope, Meerkat, Blab, YouTube

Live video has come from nowhere to represent a major development in social media. In Lesson Three we examine the key providers of live video services and show you how you can determine whether live video will meet your promotional needs.

We also cover:

  • Facebook’s new Live Video API (so that more and more devices can send live feeds to Facebook)
  • The surprising benefits of using live video within Facebook groups
  • what you should and shouldn’t do with live video
  • how marketers have already been using live video (examples and inspirations)
  • What YouTube is doing in response
  • What you need to know about 360 TV and augmented reality

Don’t forget our recommended Action Steps and a step-by-step Checklist to help you master Live Video.

Lesson Four: Pictures: Instagram, Pinterest, etc.

Despite the newfound popularity of social video, images continue to be a vital part of the Social Web. In Lesson Four, find out what you need to know about the leading players, including:

  • How leading brands are winning with the image-based networks
  • how you can make the most of rich pins on Pinterest
  • how to use Instagram to its full potential
  • smart content strategies across the image-based networks

All this and Action Steps and a comprehensive Checklist too.

Lesson Five: Social Media Advertising

As the social networks limit organic reach — the numbers of your followers who might see your social media posts — organisations have turned to advertising to communicate their messages. In this lesson we examine how to make the most of your advertising options across various social media networks — and how to really take advantage of the enhanced targeting opportunities that social media provides.

We also explore:

  • how to take best advantage of Carousel Ads, Lead Ads and other Facebook and Instagram options
  • Facebook’s Canvas, full-screen mobile ad experience
  • using Calls to Action more effectively
  • how leading advertisers are using social media
  • using your existing customer and prospect lists to develop custom audiences

Plus Action Steps and your Lesson Five Checklist

Lesson Six: Twitter

Twitter has come under fire recently, with several potential buyers of the struggling social network operator seemingly turning up their noses and declining to bid. Even so, Twitter can still be a powerful marketing medium if you use it correctly.

In Lesson Six, we bring you up to speed with Twitter, including:

·       what Twitter no longer includes in its 140-character message limit

·       7 tips for maximizing Twitter as a marketing and engagement tool

·       the best brands on Twitter (and why they’re so successful)

·       Twitter’s new people tagging and multiple photo sharing options

·       Twitter tools that will boost your productivity

·       Twitter and video: what you need to know

All enhanced with Action Steps plus an easy-to-follow Checklist

Lesson Seven: LinkedIn

We share the latest developments and strategies for LinkedIn, including:

·       the marketing implications of Microsoft’s US$26.2 Billion purchase of LinkedIn

·       the importance of LinkedIn social selling

·       the three simple secrets of effective LinkedIn prospecting

·       what you need to know to close more sales through LinkedIn

·       five ways in which you (if you’re not careful) can ruin your LinkedIn profile

·       getting the most out of LinkedIn’s sponsored content options

·       why your organisation should have LinkedIn guidelines for employees

Plus Action Steps for each section, and your very own Checklist

Lesson Eight: Community Management and Influencer Marketing

Great! You have an enthusiastic following on your chosen social network. But how do you engage effectively with these followers? And how do you reach out to influencers — those who have significant communities of their own?

In Lesson Eight we explore strategies, techniques and best practice, including:

  • taking full advantage of Facebook and LinkedIn Groups
  • Influencer marketing strategies that work
  • the vital importance of customer service through social media
  • tips and wisdom from leading community managers
  • foibles and failures to avoid

Again, with Action Steps and a Checklist

Lesson Nine: Tools, Tips & Measurement

Finally, we take a look at the latest tools that will help you manage your social media needs effectively.

In Lesson Nine, you’ll learn:

  • what you can and should measure as you use social media to market your products and services
  • the top tools recommended by leading social media experts
  • smart strategies for best engagement with your followers
  • new social media trends to watch for

Will these topics rate their Action Steps and Checklist? You bet.

————————

WHO WILL BENEFIT FROM THIS COURSE?
Every Kiwi marketer, or anyone who is responsible for marketing for their organisation, will benefit – Social Media is now embedded in the fabric of the NZ Internet environment, and if you haven’t mastered Social Media your 2017 marketing options will be severely limited.

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WHAT YOU WILL GAIN AS A RESULT OF THIS COURSE
After you’ve completed this course, you’ll receive a Certificate of Achievement. More importantly, however, you will have learned:

  • what works in each of the social media networks (and what doesn’t)
  • how leading brands and organisations are achieving success in each medium
  • step-by-step guides to new features that can greatly enhance the effectiveness of your efforts
  • how to engage effectively with your constituencies and their communities and influencers
  • tips and techniques that others are using to achieve better results
  • measurement tools to ensure you stay on top of your social media performance

————————

WHAT CUSTOMERS ARE SAYING ABOUT OUR COURSES

Here’s a sampling of the feedback we’ve received from those who’ve taken our courses:

  • Thanks for an informative and interesting [Facebook Accelerator] course. Your presentation held a good balance of theoretical and practical information and was clear and simple enough for a non IT Facebook novice like me to follow. There are many ideas that I have gained that I will attempt to incorporate in the overall marketing plan my team is currently developing for our brand. Facebook can offer so much more than I thought as a medium for communicating with our current and prospective customers. Julie D
  • I found this course fantastic, i started off knowing very little about facebook (just how to run my own personal page) to now having a thorough understanding of ALL the things you can (and there is a lot). The course format was great and allowed knowledge to be built up over time. Course length was great and this will definetly be something i come back to constantly as we develop our facebook pages more within my company. Aleisha H
  • I have really enjoyed the course and the way it was structured. It was informative and interesting – liked the way you incorporated slide-shows, video, statistics and different forms of media to provide information. Lisa C

 

————————

TIMING

This course begins on Monday 19 December, 2016.

————————

INVESTMENT

This nine-part online training course is available for $597 +GST. However we offer an EARLY BIRD DISCOUNT of $100 +GST — pay just $497+GST for bookings received by the end of  Monday 12 December, 2016.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here.

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Social Media Marketing Success Essentials online training course.

If you have any questions, or would like more information, please email us at info@socialmedia.org.nz

REALITY CHECK: 3 QUICK REASONS WHY YOU NEED THIS COURSE

1. Your customers are spending more time on social media than anywhere else online. If you want to reach them, you need to be where they are.

2. Most Kiwi marketers are failing in social media – more than half of the 24,673 Kiwi Facebook pages we follow have less than 400 likes and less than 10% have more than 100 people talking about them. Start getting Social Media right and you’ll immediately start to stand out.

3. Things change fast in Social Media – all the major networks keep developing new features, dropping old ones and competing with each other to grab customer share. If you’re not learning the latest tricks and techniques, you’re falling behind.

 

PS You really do need to stay up to date with Social Media, it’s now a significant part of every Kiwi marketer’s arsenal. SIGN UP FOR OUR SOCIAL MEDIA MARKETING ESSENTIALS COURSE TODAYgrab this EARLY BIRD SPECIAL saving you $100! Here’s the signup link via PayPal: https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=B9HZ9P972FJNL

Do You Market To Businesses?

If you market products or services to businesses, your most effective marketing and sales tool just might be a Thought Leadership program.

are-you-a-thought-leader

What exactly is a Thought Leadership program and why do you need one?

As you’re no doubt aware from your own experience, most business buyers (87%, according to a recent survey) conduct their own research long before they contact sellers.

They search online, they talk to colleagues and ask for opinions from their peers and from other influencers – and they do all this homework long before they ever talk to companies selling the products they’re considering.

In order to be noticed by sellers and added to their consideration set, you need to become a “Thought Leader” — someone who has established themselves and their organisation in the mind of their marketplaces as the market leader and driver. Thought Leaders help to shape the values, metrics and perceptions of their marketplaces.

To be a thought leader, you need to voice your opinion, share your knowledge and provide value to the communities you care about. But, in order to do so, you need to first define your message, determine who you are targeting and then create valuable and relevant content of interest to the point at which they are in their pre-purchase cycle.

WHAT THE BUSINESS CUSTOMER WANTS TO KNOW

Prospects typically go through three different stages in the pre-purchase cycle:

STAGE ONE: IDENTIFYING NEEDS
Prospects who are new to the product or service category typically spend time defining the scope of their organisation’s needs and determining exactly what categories of products might be appropriate to meet those needs.

STAGE TWO: RESEARCHING SOLUTIONS
Second stage searchers start to move from Need Identification to an understanding of the range of products available. In the process, they compare solutions, start to determine which products they should be considering and establish preliminary specifications for their purchase.

STAGE THREE: RESEARCHING SUPPLIERS
In the third pre-purchase stage, prospects identify potential suppliers who offer suitable products and then review the credentials of those suppliers.

BECOMING A THOUGHT LEADER
To establish yourself as a credible Thought Leader, you need to:

  • understand your prospects and their specific needs
  • understand how your products or services can meet those needs
  • create a plan to develop assets and materials that can be offered to prospects, to establish your credentials and your credibility

OUR THOUGHT LEADERSHIP PROGRAM
We have been developing thought leadership programs for a number of years, for ourselves and for a small group of clients. We recognise that there are a great many other organisations out there that could also benefit from an effective thought leadership program.

Accordingly, for a limited time and for a limited number of organisations, we are offering to develop a Thought Leadership Program analysis and implementation plan on your behalf.

Our analysis, in conjunction with focussed interviews (by email/phone) with you and/or key members of your team, will establish:

  • who your most likely prospects are, and which role/s they play in their organisations
  • their specific product/service needs
  • what they need to know (at each stage of their product investigations) to best meet those needs
  • how your own products/services can best be positioned as meeting those needs
  • what types of communications would best serve to provide prospects with the information they require to aid with their decision-making
  • upcoming external events of interest and relevance to your target market
  • competitive activity in the local and regional marketplace
  • primary industry & category keywords
  • keywords & topics used by competitors
  • influencers whose opinion matters to your target market
  • needs & wants most expressed by clients
  • based on information gathered using preceding processes, determine the primary content themes that should be the focal point for the next six to twelve months

We will then provide you with a comprehensive recommended Thought Leadership Program which will map out the steps required to establish your organisation as a thought leader and preferred, credible supplier in your industry.

And yes, we can also provide the necessary resources to actually implement the recommended Thought Leadership Program, which we can discuss once we provide the recommendation to you; or of course you can implement the program yourself or through your existing marketing partners, if you prefer.

Given the amount of time and effort that we put into each Thought Leadership Program development project, we should charge at least $5000+GST for each program — that would be a small price to pay for such a service, to help ensure that your organisation’s position in the marketplace is the best that it can be. And, in fact, clients have happily paid us similar fees to determine their thought leadership needs.

As an introductory offer as we make this service publicly known, we’ve decided to offer our Thought Leadership Program development service for just $1747+GST — but this offer will be available only to the first three clients . Orders will be processed on a first-come, first-served basis, so please don’t miss out.

To reserve your Thought Leadership Program development, please pay by credit card through PayPal by clicking here: http://bit.ly/thoughtleadershipprogram

If you are not one of the first three to apply, this link will redirect to a Waiting List page.

ABOUT US
This Thought Leadership Program is offered by Netmarketing Services Limited, a digital marketing and training consultancy headed by long-time marketer Michael Carney.

Michael has been in the marketing game since 1971, online since 1987 —  and can be variously described as a digital marketer, trainer, content marketer, adman, media director, strategist, insights analyst, copywriter, consultant, playwright and dad.

He is probably best known for his many years as Media Director of a number of leading NZ advertising agencies, including MDA Mackay King (now Saatchi & Saatchi) and HKM Rialto (since merged with Colenso BBDO). More recently he worked in strategic roles with MediaCom New Zealand and Grey Worldwide and was Strategic Planning Director for the Media Counsel.

In 2010, Michael set up Netmarketing Services Limited, an organisation which provides a range of marketing services to a small group of clients, including strategic planning, marketing audits, content marketing, SEO, website enhancement and other digital marketing offerings and thought leadership services.

The company provides online training services for Kiwi marketers, including courses covering Social Media Marketing, Mobile Marketing and eCommerce.

Michael is the author of “Trade Me Success Secrets: How To Buy and Sell Effectively on NZ’s Favourite Auction Site”, now in its second edition.

He was chairman of the NZ Marketing Association’s Network of Digital Marketers from 2009 until March 2013.