Is Your Message Getting Through?
No matter how experienced or educated we are we are constantly reminded that our world changes, often with blinding speed and leaving us wondering how our business disappeared, our community deteriorated or our organization fell apart.
In the past things worked so slowly that standing still and doing nothing was actually a reasonable "plan of action". In fact, it might have been the best choice. But, that's not true today.
Whether you believe it or not, you face extinction by standing still and doing nothing. The news business is a clear example. Coast-to-coast, newspapers are ceasing print production and scrambling for new business models. Seemingly overnight Facebook, Twitter and other social media, have become the news medium of choice for millions, instantly delivering what's happening right now to people of all ages via iPads and smartphones.
Do the People Who Matter Hear You Now?
Like newspaper publishers, you can no longer stand still and hope people read your papers. And, like the publishers are learning, you, too, have to deliver your message through the media that people you need to reach are using — no matter their age, ethnicity or gender.
If you are in business today, or a community leader, you know you must transition away from what you have been doing to something better, stronger, more competitive, more tuned to today's world. You have no choice. You must transform and market yourself, your company, your organization, your community in new ways. Otherwise the world will pass you by.
It's really simple, isn't it? By making sure your message gets through you'll have a chance for it to be heard, understood and cause the results you intended. Doesn't that make more sense than rolling the dice and hoping you'll connect?
We will help you make that transition. Contact me, Ron Baker, today. 248-238-2789 rbaker@mktcom.net
Just the Facts - Getting Down to Business
Helping our clients communicate and sell their services and products is our business. So, let's get down to it. How can you use the current social media to your advantage? Well, have you heard of Quick Response Codes?
While QR codes have been the rage in Japan and Europe, the technology is just emerging in the U.S. with some retailers and manufacturers linking customers to their brands' Facebook pages. Basically, one downloads a free app for an Apple or Android smartphone and then uses the phone camera to scan QR codes which can be found on price tags, product literature, direct mailers, in-store point-of-purchase displays, magazine ads, vending machines and even billboards.
Google recently announced that it is shifting away from QR codes in favor of another technlogy, Near-Field Communication (NFC). Instead of pointing their phones at QR codes and waiting, users will be able to wave their phones over NFC chips embedded in signs and devices. Some project that NFC will become a widely used system for making payments by smartphone. Many smartphones already contain embedded NFC chips which can send encrypted data a short distance, "near field", to a reader located, for example, next to a retail cash register. Consumers who have their credit card information stored in their NFC smartphones can pay for purchases by waving their smartphones near or tapping them on the reader, rather than bothering with the actual credit card.
Still, QR code use is further down the implementation path at this time.
How a QR code helps you sell
The best apps can help one find an item in the local store. Some offer prices on those goods. QR codes often link back to mobile websites, (sites designed to be read on a smartphone) where customers can find additional information, coupons, videos, etc. Expanding a bit, the QR code connection can also be made to:
- Help patients obtain information and track their requests
- Present a customer satisfaction survey
- Aid vacationers in choosing a hotel or price a rental car
- Product, service or community promotion
- Provide product or services information 24/7 in a storefront window or other display, e.g. airport
Like any communications or marketing tool, how successful it is depends on maintaining several links. Among them: accurate inventory and pricing data and linking to a "mobile" website designed for smartphone users so that app-sized versions of sales literature can be accessed for current "sale" details. See: Stalking the Retail Aisles With a More Focused Purpose, New York Times, Bob Tedeschi, 24 Aug 2011 (PDF) and A Diamond Maker Joins Hearst to Show Power of Print and Dazzle, New York Times, Tanzina Vega, 8 Sept 2011 (PDF) .
Trends
A recent infographic posted on www.onlinemarketing-trends.com, courtesy of CreditDonkey, underscored the fact that small businesses are now beginning to utilize social media to build brand awareness. The data shows that 35 percent of small business owners have a Facebook page, 18 percent have a LinkedIn profile and 10 percent have a Twitter account. Only 10 percent of companies have a blog.
The amount that small business owners update their profile greatly varies as well. According to the infographic, 69 percent of small business owners regularly update their profile, 57 percent actively build networks within social media sites and 54 percent keep tabs on customer feedback by using their social networks. Overall, the largest reason for using social media is as a marketing tool to identify and attract new customers. <http://www.onlinemarketing-trends.com/2011/08/how-architects-use-twitter-infographic.html>
Key findings from another infographic posted on www.onlinemarketing-trends.com, courtesy of Pauley Creative, showed how professionals, in this case UK Architects, are using social media — Twitter.
- 65% of Architects surveyed had been using Twitter for over a year. Only two out of the 117 respondents had been on Twitter for less than a month.
- Most Architects use Twitter to keep up with the latest industry news and network with industry peers. Only a handful of responses stated they used Twitter to promote their blog and for business development.
- When asked 'Who do you follow?' most selected Other Architects, Practices and Publications. Other unprompted answers included Journalists and Consultants. Product Manufacturers, Clients and Directories coming in as least followed.
- 95% of Architects do find Twitter useful, primarily for the reason that it's quick and easy to share information and keep up with the latest news.
- 99% of Architects surveyed stated that they would provide a recommendation if asked.
<http://www.onlinemarketing-trends.com/2011/08/how-architects-use-twitter-infographic.html>