Marketing “WOW” Moments.

Every company alive wishes they had a Super Bowl budget when it comes to marketing. Realistically, most of us business owners barely have a local magazine advertising budget. The truth is, simple and low-cost marketing efforts can have big results- you just have to know how to navigate your demographic and social media properly.

One thing I tell all my peers is to market as if you were having an honest conversation with someone. Don’t throw out “buy me” or “sham wow” content all over the internet. It doesn’t work. Most of us know of the Sham Wow, but how many of us bought the product? Exactly! Write like you are speaking to your customer without using the voice of a used car sales person. This trick will help you engage your demographic, not SPAM them.

You also want to seek out consistency. Don’t post to FB or Twitter only when you have something to sell. Provide funny MEMEs or viral videos to show your customers that your company is human, not just a promotion machine on social media. Engage with people, too. If someone asks a question on FB, respond right away. Offer tips and ask to follow up via email or phone. Adding a personal touch to your customer service, even online, is important.

I truly hope you utilize these techniques when starting to market your company and products. You don’t have to have a multi-million dollar budget to make a big impact. In fact, all you really have to do is put some time and effort into your writing and social media communication labors.

Until tomorrow,

Twyla N. Garrett

Homeland Security Headquarters Over Budget

The construction of a massive new headquarters for the Department of Homeland Security, billed as critical for national security and the revitalization of Southeast Washington, is running more than $1.5 billion over budget, is 11 years behind schedule and may never be completed, according to planning documents and federal officials.

Now what? This is the question the mind of many reporters today. It has been announced that “The entire complex was to be finished as early as this year, at a cost of less than $3 billion, according to the initial plan. Instead, with the exception of a Coast Guard building that opened last year, the grounds remain entirely undeveloped, with the occasional deer grazing amid the vacant Gothic Revival-style structures. The budget has ballooned to $4.5 billion, with completion pushed back to 2026. Even now, as Obama administration officials make the best of their limited funding, they have started design work for a second building that congressional aides and others familiar with the project say may never open.” – At least this is the report the Washington Post put in the paper today.

There isn’t much we can do about the spending at this point. It is like building a house one cannot afford and then being stuck with a half built house that can’t be sold in the middle of everything. We do need the space for the department and then again- we don’t. Heck, we have been functioning without it all this time, right? This brings up the question of “was it ever needed in the first place?” And then the onslaught of even more anger of budgets and projects, etc.

I wanted to talk, briefly, about this issue today because it is important. While no one has an immediate answer, we should address the elephant in the room.

Twyla N. Garrett

Social Media Tricks

Social media plays a crucial role in our day-to-day lives. Think about the recent tragedy in Boston. When police capture the suspect a press release wasn't the first thing to go out. A Tweet was! Your business' brand depends on a great social media campaign and daily updates. Below are some simply ways to improve how you use social media.

#1. Respond and listen. I recently read this great article by social media God Dave Kerpen. A couple of years ago, when Kerpen went to Vegas, the check-in line at the Aria hotel where he was staying "took forever," he said. So Kerpen did what he does best--took to Twitter, and quickly posted: Waiting on line for 45 minutes at the Aria. Not worth it. #fail

Did he hear anything from the Aria? No. But he did hear from the Rio, a hotel down the street. Within two minutes, the Rio Tweeted back to Kerpen: Sorry you're having a bad experience, Dave. Hope the rest of your time in Vegas goes well. Kerpen didn't switch hotels on that trip, but where do you think he stayed the next time he went to Vegas? The Rio. And he "liked" the Rio on Facebook. And sometime later, a friend going to Vegas saw that Kerpen had "liked" the Rio, so asked if Kerpen would recommend the hotel. His response? "I don't think it's the fanciest, but I know that they listen," Kerpen recalls telling that Facebook friend.Kerpen pointed out that all the Rio did was pay attention to Twitter, and respond with empathy. (source: Allison Fass of Inc.com.)

If you're online and you're paying attention, your clients can come from anywhere, especially where other companies are messing up. So become engaged and get involved. Don't just promote yourself online.

#2. Give Everything Away. Ok, not everything. But, if you are trying to establish your brand then giveaways are a great way to engage potential customers and grow your following. People share giveaways online. It only takes a few "Likes" or Retweets to get the social media ball moving.

#3. Don't engage in wars. There are going to be upset clients from time to time. And, they will take to social media to express their anger or disappointment. Don't talk about their issue in a public forum. Instead, invite him or her to provide you with their contact details. Immediately address the person on the phone, find out how to rectify the problem and follow up with a letter.

Social media, as I have said before, is an art. Learn how to navigate your way through it and you will add to your success!

Until next time,
Twyla