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What Makes A Social Media Campaign Work

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Online Shoppers

What Makes A Social Media Campaign Work

The emails are pouring in and the phones are ringing. It’s been such an honor to have some large house hold names contact us to assist with their social media marketing and advertising. It also shows me that big brands are starting to really REALLY pay attention to what is going on through social media.

People are making their buying decisions by what they see on social media and what their friends say, period.  Research is being done there first. Opinions are being sought there first. If you, as a brand of any size, are not there, you are losing. Period.

I love digital media in ANY form! Video, audio, PPC ads, blog posts, social media and more! I’ve also done so many ad campaigns in my 18 years online my head starts to spin when I even attempt to add them all up.

So how can you use social media for your brand? The #1 question that comes in every single day is this:  What actually makes a social media campaign work?

Now assuming “Work” means it generates money, because that is what most brands want to do with their marketing efforts, our focus would be the end result. But I want to take you to a step where very few marketers ever go to, that if you do go there with me, that not only increases profits but it also causes a brand to be contagious, sticky and in plain English, the one everyone wants to connect with!

The first key is relationship.

We’ve talked about that so often many of you have finished my sentence as I said it. Ironically, very few people are doing it.

If thoughts pertaining to relationship run through your marketing mind like, “How often do I post? What do I have to say? When will I see the money?” I can already tell you’ll have problems. This is very similar to the young man who is going on his first date asking, “When can I hold her hand? Is a kiss ok on the first date? What should I say to make a girl feel good about me?”  When we’re solely focused on the END result and rush into relationships like this, don’t be surprised if ‘brand divorce’ is what happens! People don’t want to feel used or like they are a cheap commodity in your marketing campaign. It’s nothing new….. but it’s something all brands must understand!

Repeat after me- you cannot systematize relationship.

You can schedule some posts ahead of time, I do it everyday. You can make sure you have reminders set on your phone if you run your companies social media marketing so that you remember to check in often, I also do this. But for goodness sakes, can we open our heart first before we open another marketing manual? Caring, really caring, is what makes things ‘work’ through social media. Which leads me to my next point. If your brand has simply ‘thrown someone on your social media campaigns’ who isn’t doing much in house to test it out, don’t even bother! Take your profiles down now!

I’ve been testing some brands out lately. Going to their Facebook pages and Twitter profiles and sending simple messages like, “Hey XYZ Company, how are you guys doing today?” The replies I get are very revealing.

Here’s a list of replies from some major brands I tested on social media:

1. “Good, how are you?” – Wow that sounds about as common stance as “I’m doing fine, you?”  Social media demands more. How about a nice, “We are doing great and hope you are too FIRSTNAME!” Personal. That would be nice.

2. “Great how can I help you?” – No beating around the bush. It’s the friendly way of saying, “Do you need something because I’m busy.” No further comment needed.

3. NOTHING – Yes, there are multiple brands that I posted this to and NO ONE said anything. Nothing. Wow, if I was a high paying customer of this brand you can bet this made me feel so special I’m gonna just run to your store right now and spend a ton of money, more than I typically do! NOT!

4. “Doing awesome Sandi and we LOVE your pink hair!” – This one of course won my heart. It’s personal, it’s kind and they even noticed something about me. I also had some say, “Wow what a pleasure to speak to you. You’re an expert!” Not schmoozing, just kind and complimentary. Another one was ,”Doing great and it’s a pleasure to hear from you today, Sandi!”   Awesome! Made me feel wonderful and it made me want to spend money at their store!

For several years large and even small companies poo-poo’d the whole notion of using social media to build their brand. “It is confusing, takes too much time and what on earth do you say?” is what so many said. “What is the ROI?” is another biggy. The Almighty ROI- Return On Investment.  I dunno. What is the ROI on having a happy cashier VS one who is acting like she has had PMS for 9 years or a guy who acts like he’s so busy ‘what on earth do you need from me’ at your front door? Do we really need to think that through?

What else makes a social media campaign work? Consistency. Don’t be sporadic. Stop posting 9 times in a week because you’re having a promotion and then disappear. When big brands (and even small businesses) do this it shows you honestly don’t care at all. Oh, remember, when you post through social media, everything you write is being cataloged. As a paying customer I can go read your entire feed and see how often you post and what you write. I can see your habit of only writing about promotions. GOTCHA!

A social media campaign that ‘works’ is speaking in my language, not yours. If you keep talking to me like you do in the advertising agency board room I won’t hear you.

The words that run through my head all day long are drowning you out. As a paying customer, I talk to my friends all day long on social media and I rarely talk to people who don’t talk like me. I don’t even feel comfortable talking to people who don’t think like me. (This is the voice of the average consumer and not the thoughts of this writer)  What did you say? I can’t hear you unless you talk the way I do! You want to see how I talk and what is important to me? Well for goodness sakes I’m talking all day long on Facebook, Twitter and Amazon! Don’t you marketing genius’ have any time to watch me? Or are you so busy researching your demographic cycles of ROI that you forgot I even exist?

My friends, Sandi talking again, I’m being sarcastic but please admit, it’s real. It’s happening.

What makes a social media campaign work?

The same thing that makes any store shine in person. Let’s go back to 1950 when we polished our store floors, we made sure the place smelled fresh, we put on clean clothes, had a great haircut, did everything we could to have a smile, a winning attitude and we were genuinely interested in people. That’s it. Over and over again. Real deal.

This generation isn’t buying into the old school advertising agency nonsense anymore. They talk to their friends all day long and they pursue things to LIKE more than 4.6 BILLION times PER DAY on Facebook!

Learn to like them and they’ll like you back. 

With love,

Sandi Krakowski


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Two BIG Mistakes People Make With Social Media Marketing

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Two BIG Mistakes People Make With Social Media Marketing

Two BIG Mistakes People Make With Social Media Marketing

When I first came online and built my online kitchenware store in the 90's, the big buzz word was SEO: Search Engine Optimization. People were always looking for the biggest 'trick' or strategy they could come up with to get their website on the first page of Google. Some of these tactics were keyword stacking, writing keywords in a white colored font that the search engine spiders would see but that were nearly invisible on the website, and more.

In today's economy online, some 20 years later, social media marketing is the dominator and everyone wants to know how to make more money with this powerful tool. If you do one search on Google regarding this topic, you'll see more warnings than marketing tactics however, with things like: Don't do advertising, don't waste your time, look before you leap and the most common on, "BE CAREFUL."

It's plain to see that many people are very confused about social media marketing. What is it, how do we use it and how can it benefit my business is still a 'mystery' to alot of companies. The first thing we want to remember is a good ole direct response marketing secret- GO where the people are. There are more people active every single day on social media than any other platform online. The second thing to remember is- USE good copywriting. Speak in your ideal clients language and they're more likely to 'talk back' to you and engage with your brand on social media.

I've done a lot of training courses on how to build a big social media following that is highly targeted. This will protect you from spending money you don't have trying to figure it out. I've also done classes on how to write great content, create good digital media campaigns and more. You can find these classes here.  This is where I share how I grew a page on Facebook with over 1 MILLION followers in under 2.5 years that generates millions of dollars per year.

But there are two BIG mistakes I want to talk about today that are very important to consider, as you prepare your marketing plans for the summer. 

Two Big Mistakes People Make With Social Media Marketing:

Mistake #1: Avoid social media because you can't 'figure' it out. I often wonder why people get so confused with this platform. Is it because most of the communication is done in bite sized pieces? Or is it because most of what we can do on social media can be done for free? As I interview local small businesses in my area of Kansas City I constantly hear things like, "I can't seem to figure out how to use it". When I explain to them that the very same highly-effective marketing they are currently using in their store is what they should be doing on social media, some people will have an ah-ha moment and others will look at me like a deer in headlights.

Here's the simplest way to explain this: If serving people in your local store by being available and answering questions has helped your small business to be very successful, than use your Facebook page as the key place where you make yourself available and answer questions. If showing examples of how to use your product or services has given you a slight edge in your local business, than use your Facebook page to show these same examples. If keeping up with trends and topics and educating your customers has made you successful locally, than use your social media connections to help your customers just as you always have. Whatever it is that you're currently doing to be successful in your business, do THAT THING on your social media platforms and you will have success!  But do NOT avoid social media simply because you think it is this 'giant' you have to figure out. Be unique, be real, be the funnest place to connect with on social media, attracting new clients every single day, than mention your product or service 10-15% of the time and you will see your sales increase. 

Mistake #2: Use only social media for your marketing.

Just because social media is where more people are active every single day online, it doesn't mean you should be avoiding email marketing, creating great digital media, writing articles, doing videos, etc. Social media should be viewed as a powerful CONNECTOR. It connects your ideal clients to your other means of marketing. Use social media as a great lead gen tool. Drive traffic to your blog or your website from your social media pages. Do highly targeted ads on Facebook and drive people to an offer on your blog, that requires an opt in. Then continue marketing on social media AND through email. But whatever you do, don't do everything on social media.

You can have greater results on social media than through many other forms of direct response marketing. I've been in this business for more than 20 years, and have done nearly every form of marketing there is. Social media is highly effective. You'll get greater results for every dollar spent on social media than you will with traditional marketing, but don't throw out your traditional marketing in the process. 

One of the greatest things about social media is this: There are no hard and fast rules. We can create our own space, our own culture and serve our customers however we want. So get creative! Brain storm with your team. But be careful to avoid these two big mistakes as you're rolling out your next marketing campaign.

With love,

Sandi Krakowski








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Why Posting More Often On Social Media & Not Talking About Your Products WORKS!

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Culture Builds Brand On Social Media

Why Posting More Often On Social Media & Not Talking About Your Products WORKS!

For the last four years I've been saying you should post more often and sell less. In very simple terms, we teach that building culture is how you big a highly engaged platform on social media, then, sell 10-15% of the time. Be where the customer is, when they are there, and pitch your product less to sell more!"

For the naysayers who STILL think it doesn't work- look at the over 6 BILLION IMPRESSIONS our brand has had in the image above and then take a deep breath. It works.

And…. it's catching on!  The very same people who thought I was crazy to post 12 times per day on Facebook and Twitter are now TEACHING you should post more often on Facebook and Twitter to increase your engagement organically. Why the big shift?  Because it works (that really is the bottom line!), with any brand, any product, any service. 

What I teach is simply a very UNIQUE SOLUTION to a common problem. People lack engagement on their pages, so….. we create more digital media that people want to engage with and BOOM! Your numbers will go up. When your numbers go up, relationship increases and when relationship increases? Sales will follow.

But what is the real LINCHPIN to this equation? The thing that holds it all together? 

People want to know you care. They want to know they are important. People log in on their favorite platform at their favorite time every single day. If you are there to SERVE them, it is a sign of good business. If you are not there to serve them and ONLY log on 1-2 times per day, (or worse yet only 1-2 times per week!) that means that what works for YOU is of the utmost importance and what YOU want is what drives you. This says to the customer in no uncertain amount of terms, "You are not important to us."

He went from $38k per year to $120,000 In Sales In 60 Days!

Sandi I have been following you for quite sometime, I started with the Free classes and then I started purchasing classes. I did the social media masters class this past fall when it was introduced. I wanted to share with you that my page likes went over 100K today!!. I had 4K last April. I have an online business that did a total of 38K last year. As a part time business I was thrilled with that. After taking your classed I got a bit more aggressive on my Facebook advertising and made a few changes on my product and I am pleased to share in the first two months of 2015 my part time website has produced $120,000 in sales!! I just wanted to share that I applied your techniques and a lot of trial and error and wow!!. It's all still a work in progress but we're going in the right direction. It's funny I am a beachbody coach and I started following your classes to help with that biz, and as I kept learning I said hey I can apply this to my day job! It's great. Thank You So Much!! "

God Bless, Ben Alford https://www.facebook.com/girlsroundhere

Being available to serve on multiple channels wins the social media ROI chase hands down.

There is no other direct response marketing platform that works as effectively.  No TV campaign, post card mailing, mail drop, email campaign, blog post, NOTHING that works as effectively as simply serving people daily, every hour, through social media. It also COSTS a company a lot less!

Build culture and you'll increase sales! Really care and you'll increase sales! AND….. remember this rule as well: YOU DO NOT have to be on social media all day long to talk to people. Schedule your posts with your favorite scheduling tool for the day, and then go back 1-2 times for 10 minutes and talk back. Simply talking back to people is revolutionary because very few people are doing it!

Stop pushing your products. Hold to the 10-15% rule and when you do offer something for sale, people will be grateful, not upset. They'll buy what you have because you've been taking the time to interact with them every single day. They'll share what you offer because you took the time to create content they can't wait to see.

The times are changing. CULTURE is the ultimate ROI tool for this generation. 

WIth love,

Sandi Krakowski

Culture builds social media








(photo above is me at a recent event talking to 200 authors who are learning how to build culture!)

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