TechJournal South Header

Posts Tagged ‘Twitter marketing’

In digital marketing, you have to be there when the customer is there

Monday, April 30th, 2012
Kyle Lacy

Kyle Lacy - Principal, Marketing Research and Education, ExactTarge

By Allan Maurer

Today’s world of digital marketing is not a nine-to-five job. “It doesn’t matter when you’re working, it matters when the customer is buying and using your product,” says Kyle Lacy, principal for marketing reserch and education at ExactTarget, which sells interactive marketing solutions.

“If you’re a retailer and you are not following and using social media on a Saturday, one of the biggest retail days of the week, do you have an issue? In my mind you do. If I’m having a bad experience and tweeting about it in your store but I don’t get an answer until Monday, you missed an opportunity.”

Lacy is the author of two critically acclaimed books, Twitter Marketing for Dummies (2nd ed) and Branding Yourself (2nd ed). Prior to ExactTarget, Kyle co-founded a marketing technology company, helping over 350 clients build and deliver digital marketing experiences. He is one of dozens of top speakers at the upcoming Digital Summit in Atlanta May 9-10.

At the event he’ll focus on stories about clients who used email, social, and mobile channels to attract new customers, build community, and increase sales performance.

The rise of media where people can send a live message to millions in a split second has destroyed the traditional idea of marketing communications, Lacy says.

Branding Yourself

In his book, “Branding Yourself,” Lacy explains how business owners and employees can tell a story that applies specifically to the business or owner “So people remember you for what you’re good at.”

Lacy says, “We all have stories that are unique to us and no one else can tell that story.” To tell it, he adds, “You need to understand what you do best.”

He recommends starting by writing a one-sentence pitch. “What do you do best and and want people to remember? If someone asks us what ExactTarget does, they not going to remember we’re an interactive marketing hub, so we tell a story about how a specific client uses us to generate more business.”

To be effective, you have to make your story personal and memorable. “It’s like those old sales videos where they tell you if you see a bass plaque on the customers wall, be sure to talk about fishing. It’s the same idea.

We discussed the way marketers are using Twitter, which some reports say is not a particularly good channel for sales.

“How you use Twitter depends upon your company and your strategy,” Lee says. “It can be used for lead generation and our research shows it does drive traffic. The question is whether social drives traffic to lead generation opportunities such as webinars and such. “It’s a quick communication channel we’re seeing more and more companies use for customer service or education. It’s valuable if your customer is using it.”

Twitter should only be a small piece of your marketing efforts

Wednesday, April 25th, 2012


Twitter bird

Just call me Larry.

Comparz has recently published an infographic revealing the telling data that Twitter may not be the best vehicle for driving sales for your business. More specifically, the informational graphic argues that Twitter does not lead to high volume sales and should therefore only be a small piece of a business’ marketing efforts.

With thousands of web-based software user reviews, Comparz is an authority on the various social media outlets and their overall effectiveness. While the claim of Twitter’s shortcomings in business promotion may surprise some, the infographic manages to bolster its argument with some stark numbers pertaining to Twitter ability to drive leads and sales.

According to a study from SEOMoz, the average click through rate per tweet is only 1.17% and, according to a Hubspot study, the average lead conversion rate (those that have clicked through to a business’ website from Twitter and generated a lead) is a miniscule 0.69% – just a few of the surprising numbers revealed in the newly published infographic. Combining those stats together, as shown in the Comparz infographic, exhibits the stark impact Twitter has as a lead generation engine.

In the end, when it comes to promoting a business online and using the online marketing funnel to further a business, Comparz argues that social media has its place in the marketing funnel, but should only be a small piece of a business’ overall marketing efforts.

“With a trend called the consumerization of IT, our jobs are changing, whether you work in a large corporation or own a small business. To remain competitive, you need to gain mastery or at least hire those who have mastery of the right web-based tools to maximize the productivity of each function within your business,” says Rachel Blankstein, the CEO of Comparz.

To view the infographic see:

12 marketing resolutions for 2012

Wednesday, January 4th, 2012
Dave Mastovich

Dave M. Mastovich

As we kick off 2012, MaSSolutions offers these 12 New Year’s Marketing Resolutions to help you and your company:

  • Embrace Social Media as part of your Marketing & PR strategy. Focus time on creating content relevant to your target audiences and on learning about your marketplace. Less Angry Birds and fun Facebook stuff, more content development and information gathering.
  • p,Use LinkedIn as a resource for Pre Call Prep prospecting, networking and competitive analysis. The online professional network is a must for entrepreneurs, marketers and senior leaders.
  • Build a keyword rich LinkedIn profile that tells your story and also enhances Search Engine Optimization.
  • Instead of just signing up and following celebrities on Twitter, organize your followers by category and scan for valuable content. Retweet what you think is valuable and use other information to enhance your marketing and selling efforts.
  • Develop a content strategy for Twitter. Decide what key messages you want to convey and develop a schedule to do so. Continually create an inventory of tweets to increase awareness and follower base.
  • Use Facebook for more than pushing information out. Keep abreast of what interests key target audiences and create two way conversations by asking their opinion. Make customer success stories shareable. Address negative comments quickly and honestly.
  • Contrary to what some may think, email isn’t dead and can be an important part of your marketing and selling strategy. Segment your target audiences and create email messages that show what’s in it for them.
  • Commit to staying current with Social Media tools. It doesn’t have to be a huge time investment–an hour or two a week that’s convenient to you can make a big impact.
  • The tenets of successful messaging apply to Social Media. Tell your story with clear and succinct messages that resonate with your target audiences and stay consistent with your overall brand.
  • Make customers and employees an extended part of your Marketing Team. As Social Media becomes more a part of our lives, we use our online network to share opinions quickly and easily. Manage these relationships and leverage Social Media so customers and employees spread the good, rather than bad, word about products and services.
  • Incorporate Mobile into your integrated marketing strategy. Online purchasing is moving to mobile. Google estimated 44% of last-minute holiday shopping came from smartphones or tablets. Mobile provides a great opportunity to market to unique, segmented audiences at or near their time of purchase.
  • This year, make sure you live up to your New Year’ Marketing Resolutions.

David M. Mastovich, MBA is President of MASSolutions, an integrated marketing firm focused on improving the bottom line for clients through creative selling, messaging and PR solutions. He’s also author of “Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling.” For more information, go to

Social media marketing hints from ChannelAdvisor

Monday, November 14th, 2011

ChannelAdvisorJust what are retailers using Facebook and Twitter for marketing doing succesfully?

We asked Link Walls, director of product management at ChannelAdvisor, a global e-commerce software provider that helps retailers sell more across online channels. Walls is hosting the social media marketing session at the Internet Summit Conference, taking place Tuesday and Wednesday, November 15-16,  at the Raleigh, NC Convention Center.

Walls filled us in on some the trends ChannelAdvisor is seeing:

“Right now,” he says, “increasing brand recognition on Facebook and Twitter seems to be very valuable to retailers.”

He adds, “Since February, we’ve published the Facebook Commerce Index that tracks the fan counts of the top 500 online retailers that have Facebook pages. Through this we’ve been able to analyze how retailers are acquiring more fans and shoppers with a variety of promotions and campaigns. Retailers are really putting a lot of time and effort into engaging fans on Facebook, as Liking a brand gives them the ability to send you updates. ”

He also noted, “We’re closely watching Facebook and think that Facebook Commerce has great potential to become a new channel for online retailers.”

How Levi’s is belting its jeans on Facebook

We asked Walls what Facebook marketers are doing to sign up fans and keep them engaged.

“Within the Facebook Commerce Index (FBCI), we’ve been watching how retailers are campaigning to increase their fans, and each month it is interesting to evaluate the various ways that retailers are gaining attention—some focus on giveaways, others on community involvement and humanitarian efforts,” he said.

“One example that’s pretty interesting from the FBCI is Levi’s, which has secured a place in the Top 25 for months now.  However, where most top social-savvy brands see a 1-5% increase each month, Levi’s clocked 9% growth in October.

“Whereas most Facebook pages are quickly becoming one-visit stops for users looking to score discounts or free products, Levi’s is setting itself apart by structuring its Facebook page around a global, long-term campaign to support, which has been the main focus of the page since it was created.

Narrowing page focus

“Narrowing its page focus has allowed Levi’s to build on its campaign with quality content, from lengthy documentaries of “Pioneers for Water” to celebrity endorsement videos and real-time pledges. By creating a movement to sustain customer engagement, Levi’s is more likely to increase brand awareness, and ultimately ROI, in the long-run.”

ChannelAdvisor helps more than 3,000 retailers, including renowned brands like Dell, Jockey and ULTA, sell more online with best-in-class software and services for eBay, Amazon,, Google, shopping engines and more. It was recently recognized on Triangle Business Journal’s list of Best Places to Work for 2011 and is a finalist for the North Carolina Technology Association Best Product/Service Technology Company Award.

To learn more about ChannelAdvisor’s global expansion, expert software offerings and career opportunities, visit booth #18 during the Internet Summit or visit

ChannelAdvisor Director of Product Management Link Walls will host the Social Media Marketing session on November 16th at 4:20 p.m. EST.

Social media marketing: timing maximizes engagement (infographic)

Tuesday, November 8th, 2011
Adam Covati

Adam Covati - Founder & CTO, Argyle Social

By Allan Maurer

Whenever strategy is important – in war, games, and marketing, timing may not be everything, but it is critically important. And, it is crucial to maximizing your social media marketing efforts, says Adam Covati, founder and CTO of Argyle Social.

Argyle, Covati notes, “Does a lot of original research.” He is one of dozens of digital media and marketing thought-leaders participating in the upcoming Internet Summit Nov. 15-16 at the Raleigh, NC Convention Center. He’ll talk about measuring, managing, and monetizing social media.

Get everyone on the same page

His first piece of advice is to “Get everyone in marketing on the same page. Use the same platform. Aggregate your efforts in one place and use consistent web analytics or third party tools. Once you’re organized, you can really measure things and then you can figure out how to do more of what’s working.”

Argyle Social recently conducted research on how to time social media posts strategically to maximize engagement. It collected the results in an infographic Covati will discuss in more detail at the Internet Summit. Among the findings: marketers usually post to Twitter, Facebook or other social media outlets when they’re at work rather than when their audience is listening.

One strategy Covati suggests is to repost items. “We found that if you get it out there multiple times via multiple channels, you get about the same click-through rate each time. You reach different crowds on a Monday, on weekends, on evenings. So we might take one article and post it multiple times over a month.”

The infographic itself provides a good deal of insight into social media timing:

social timing infographic