What happens after the “likes”?-A guide to successful digital marketing

When pitching for business, one of the questions I usually get from clients is “how many likes can you get us on Facebook? In trying to explain that the effectiveness of a campaign/promotion can be measured in various ways, most clients tend to assume that if you cannot assure them of a reasonable number of likes, the campaign is not successful.

One of the elements of digital marketing which makes it difficult for business people to understand is the difficulty with measuring ROI or defining what the KPIs may be. I have seen campaigns where there were millions of impressions but less than 2% of leads. If the clients in this case defined the effectiveness by the number of impressions, then the campaign was successful. But if the real need was leads, then the campaign has failed woefully.

In many cases, digital marketers have been able to get a desired number of likes on Facebook or followers on Twitter for their clients/companies and this can be a great opportunity for brand marketing. However, in many cases, very few clients are ready to consider the question “what happens after they like us?-or follow us?” Continue reading

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How to use pinterest for yourself and your business

Are you wondering what all the fuss is about Pinterest? Although the internet has made many of us content producers, many of us are just better at getting stuff from some sites. I tend to save interesting images from the internet and sorting them can be a real pain. If you’re like me and you collect as such, you will loooove Pinterest. Their goal is to “connect everyone in the world through the ‘things’ they find interesting.”
Pinterest is a Virtual pin-board where you find what you like or find interesting on the web and “pin” it to a board. When you join, you create boards and name them what you like. I started with creating a board of fashionable finds I get on the internet. I also created a board for books on my Amazon wishlist and places I would love to visit. Pinterest is really great for individuals but like most social media sites, it can be great for businesses too. Wonder why? Check this out:
“Established in 2010, Pinterest has more than 7 million unique visitors since September 2011, driving more traffic to company websites than Youtube, Google + and LinkedIn combined!”
Pinterest allows you to organize images into boards for specific categories. When you “pin” something, your followers will see it. They can like, comment or re-pin it to their own boards. This can really go viral as we have seen with many other sites.
Are you getting married? You can “pin” images of wedding dresses you have spotted and liked, a home decorator can pin images of designs that can serve as inspiration. So much can be done with Pinterest and I am sure many more creative ways will come up in time. If you’re not careful you may end up “pinning” the whole day! The best part is that it doesn’t interfere with your browsing.
To start pinning, you request an invite on Pinterest.com, create your account and install the pin-it add-on to your browser as instructed. Create your boards and whenever you find an image on the web you like, you click the “pin-it” button on your browser and it takes you to the required board.
So what’s in it for businesses?

1.Establish your brand through your brand interests. Let your web activity tell a wholesome and worthwhile story.
2. Ensure you put out good images of your products, services etc and link back to your website.-if your products images look good, people are more likely to re-pin or go to your website.
3. Be careful not to appear self-absorbed so make sure you always post relevant, useful and beneficial content to your followers or prospective followers.
As much as you want to promote your products, create other boards that provide entertaining and engaging content. E.g. you may have a board for images that you find funny or have one significance or the other
4. If you sell food, you may pin up images of dynamic recipes for your followers.
5. Ensure your website looks standard enough for a good impression.
6. Create a storyboard for a movie, ad campaign or just any pitch
7. Reviewers, commentators, journalists, photographers can use to tell a story of an event
8. Can serve as a personal portfolio for artists, designers, etc
9. If you run a travel agency- you can pin pictures of interesting places to visit
10. Fashion bloggers-promote your blog by “pinning” spotted looks, must-haves, etc
11. Sports fans, enthusiasts can “pin” images of goals, hits, misses
Social activists can “pin” images depicting causes etc
12. Post images of bargains and deals
13. Pinterest has also added to the growing wealth of information available on the internet, allowing brands a great opportunity to know their fans through their interests and activity

Note-
It may not favour businesses that are not particularly visual but I foresee some form of innovation to deal with that. Also, don’t ignore the etiquette written to guide usage.

So start pinning and let me know your experiences. If you think of any new ways of using Pinterest, please share and spread!