At the goal line

Thoughts and opinions on sales, marketing, social media, digital content, technology and social business.

Which Social Media Platform is Best for Your Business?

Posted by Rick Lambert on Tue, Apr 10, 2018

If your business has limited capital and manpower, social media can provide a cost-effective means for getting your message out to promote your brand with the right audience. 

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Tags: social media goals, social media, social media engagement

How to Get the Most Out of Conventions Using Twitter

Posted by Rick Lambert on Fri, May 24, 2013

This guide is intended to help you maximize your time at an event or conference where there is a multitude of speakers and other engagements, by harnessing the power of social media and navigating these events with Twitter.

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Tags: social media, conventions, networking, event networking, twitter for business

Generate Leads with What's in it For Me Marketing

Posted by Rick Lambert on Thu, Apr 04, 2013

"What's in it for me?" or better known as The WIIFM Factor is the value proposition that you offer to your target audience to persuade them that your product or service is worth their time. All too often, even the most experienced marketers neglect to convey this value proposition to their prospective customers, which therefore results in slow or stagnant sales. To really create that spark of interest and set your brand apart from all of the other marketing messages that consumers are bombarded with daily, you need to address a true need that your customer is faced with.

Writers Digest suggests that in the world of social media, the concept of WIIFM is often forgotten with push marketing efforts that offer little value to the target audience. In order to implement a successful social media marketing strategy, brands need to use their online social media pages to first cultivate strong relationships with their followers before asking for any favors. Just like in a sales call, you will be more successful if you take the time to warm up and build trust with your client first before going into your sale pitch.

An example of a brand that really embraces The WIIFM Factor is Apple. If you look at all of their marketing efforts, everything is aimed at outlining the key benefits of the technology to the everyday user. While they could easily go off on a tangent about how incredible the speed of the processor is on the iPhone 5, they keep it simple and avoid using any technical jargon that could turn off their prospective customers.

On the other hand, brands that address product features versus benefits or neglect to highlight the significance of the product to the user and how it will be helpful in everyday life are at risk of losing the attention of their target audiences. We won't offer up any names, but we bet you can easily think of a few brands that would fall into this category.

To successfully implement The WIIFM Factor in your own marketing efforts via social media, here is what your social media pages should communicate to your online visitors:

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Tags: social media, optimize your website, whats in it for me marketing, Inbound marketing, how to generate leads

How to Market Your Blog's Content with Social Media

Posted by Rick Lambert on Fri, Jul 20, 2012

So you've got Shakespearean-quality blog posts, with the humor of Foxworthy and the surprise of Copperfield. Unfortunately none of that matters however if nobody ever sees it. 

To get people to read your blog it takes work, because let's face it—there are 164 million blogs, and 124 million people reading them. That's 1.3 people to read your blog. Challenge accepted? Fantastic.

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Tags: twitter, pinterest, social media, Social Media Marketing, Blogs, linkedin, google+

Why your business should do an annual website audit (Part 2)

Posted by Rick Lambert on Thu, Sep 01, 2011

In our recent Website Audit Part 1 post we discussed why your business website is so important today and the why you should do an annual website audit.

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Tags: lead generation, website audit, business website optimization, social media, Inbound marketing, ROI, website re-design, content

Why does my business need Social Media?

Posted by Rick Lambert on Thu, Aug 11, 2011

Many of our customers and prospects are still wrestling with social media for their businesses; this, despite all the media attention around it, despite their colleagues, employees, customers and prospects connecting with them via Linkedin, or receiving a friend request on Facebook or hearing about Twitter’s new found status of breaking news, and President Obama and the Pope now communicating to their audiences using their personal Twitter accounts. Some of our business customers and prospects do not understand the buzz around social media.

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Tags: business website optimization, social media, small and medium businesses, Inbound marketing, content

5 areas of your business that should be using social media for listening

Posted by Rick Lambert on Tue, Jun 21, 2011

Traditional marketing has generally been a one-way communication, whereby companies decided what products they wanted to make and sell, what the brand message would be, and how they would deliver their message to their target audience.

The Internet, social media, and online communities have dramatically transformed communication between buyer and seller. Consumers now have access to a variety of tools, channels, information, opinions, and peer groups. As a result, the traditional one-way communication has evolved into a two-way conversation, forever shifting how companies communicate with their target audiences and the influence that consumers now carry in the marketplace.

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Tags: social media, communication, listening

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