Mad 4 Blog

On the Internet, launching a successful viral video or popular website certainly has its own merit. But gaining brand recognition and traffic may only be part of a complete business model. Once a presence is established, the fastest way to generate revenue is through advertising. Selling valuable advertising space (much like real estate) allows businesses to capitalize on their traffic by receiving payments per thousand visits or per click. Whether the end goal of online efforts is a high conversion rate or new customer acquisition, it never hurts to make some extra proceeds, even if advertising only pays for domain hosting, website management and overall marketing campaign costs.

After originating in 2006, and becoming a household name by 2008, Twitter is only just looking to cash in on its increasingly valuable social interface real estate. Previously known for its lack of ads, Twitter aims to start small by sending out targeted sponsored messages—dubbed Promoted Tweets. This announcement came in April 2010, when the company was rumored to be pairing up with major players such as Sony and Starbucks.

One reason that many booming websites hesitate to launch full-fledged advertising campaigns is that ubiquitous advertisements can be perceived to cheapen overall look and experience. No forum wants visitors to feel used for their contribution to an outstanding CPM. But reluctance to plan for advertising from the ground floor of a burgeoning online operation may be a detriment. For Twitter, users may express distaste and disdain once they see advertising appear where there previously was none. Whereas on Facebook, advertisements have been seamlessly—albeit sparingly—integrated for years so that they don’t interrupt the layout or feel of the site, and visitors are accustomed to their presence. When questioned on their timing, Twitter expressed that it has only been analyzing and determining the best way to introduce effective advertising for both buyers and users.

Currently, Twitter is often accessed through third-party services and interfaces (rather than through Twitter.com); in fact, it was created for its SMS remote-access appeal. That’s why posting standard banner ads on the website alone is not necessarily going to do as much for the company as it might for more stationary social media platforms, such as Facebook. Instead, the plan for Promoted Tweets is to send out sponsored messages that relate to key words that users enter into a search field. That way, ads are more likely to reach their intended audiences. To keep these expensive ads from getting lost in the noise of incoming tweets, they will always be queued to the top of lists (instead of ranked by their timestamp). Over time, Twitter may begin to show Promoted Tweets at the top of all feeds, whether users searched for any terms or not.

One way that Twitter assures quality control for both the user and advertiser is by taking down any Promoted Tweets that don’t have ‘resonance.’ For the advertiser, this means that if their ads aren’t doing well—as gauged by a nine-point system that includes visibility and interactivity—it will be taken down and they won’t have to pay for it. On the user end, they won’t have to encounter ads that aren’t relevant to them. Ostensibly, this process will only become smarter and more accurate—and more profitable—as time and trials progress. Though slow to start, there’s no going back on advertising on Twitter.

You may be surprised to hear the above statement, especially coming from us, but it is the simple truth. In good times and bad times, a large percentage of the marketing efforts you put out into the world won’t be as effective as you had planned. What makes marketing successful is the strength of your brand and the emotional connection of your unique message.

An important thing to keep in mind is that failure should not be seen as terminal. In the world of marketing, we tend to look at failures as part of a greater growth process. It’s important to understand what aspects of your marketing endeavors failed or succeeded and then analyze your results to discover why. Many marketing efforts are actually staggered, so that continual analysis/improvement is built directly into the process. Being able to adapt as you go is always a bonus, which is why we never recommend blowing your annual budget on any one tactic. Rather, you should seek cost-effective and well-rounded strategies that will allow you to explore multiple angles and make the greatest possible impact on your determined audience.

Good marketers know that success or failure can be measured in many different ways. For example, even if your conversions aren’t hitting the marks that you expected when you began your marketing campaign doesn’t mean that you haven’t connected with your audience. Every time you engage with prospective clients, you’re building up a bigger presence and allowing them to familiarize with your business and services. Naturally, we always want these impressions to convert to sales. However, the ultimate success of some marketing techniques may not be measurable in nickels and dimes; but by introducing your brand and opening a line of communication, you’re still accomplishing invaluable marketing connections.

As always, consistent and comprehensive marketing campaigns that approach niche audiences from multiple angles over time are the most surefire way to guarantee marketing results. At Mad 4 Marketing, we offer strategic insight that will allow you to enhance brand awareness and connect deeply with your audience through targeted messaging. To address every agenda–from rebranding your company to engaging in social media or even building a complete 360° campaign–we’ve got the talent and experience to help you achieve impactful, successful marketing.

The target audience is what drives the marketing campaign into prosperity or destruction.  They can either shell out the cash for a drug prescription, or throw it out an open window because of faulty marketing.  The main question the consumer asks is “So, what do I get out of this?” Well that’s elementary my dear marketer.

Examples or stories, like patient testimonials, scream credibility to the consumer. Using the experience of an actual customer in your message shows that other people have experienced your company’s services and have positive feedback, therefore enhancing the organization’s credibility.  Focus on the benefits of what the organization provides and not their features.  In other words reveal what the customer will receive not what you offer.

Healthcare providers who have a longstanding career in healthcare communicate longevity in their heritage.  This tells potential patients that they can rely on them for the long haul.  Healthcare has a plethora of long words, with infinite syllables, and meanings.  Be concise and clear to harbor a large audience.  Create messages around the lifestyle of your audience.  If your hospital is a multi hospital system, explain it in a way that includes your audience like ‘here in metropolitan Chicago.” This encompasses them in the big picture.  Your hospital’s mission and values are important.  Highlight what employees are doing to implement hospital-wide goals.  So what’s in it for the audience? Whatever they desire.

Are you building an online social media platform from the ground up? You’ll want to gather an audience who is willing to follow your words, sign up for notifications, and participate in your vision. But in order to do that, the very first thing you have to do is earn your audience’s trust. Don’t settle for short-term goals, like a one-time sign-up. It isn’t enough to entice readers with nifty tricks your platform can do that the other guys can’t (although that helps). You’ll also want to get them excited about future endeavors, and keep them coming back for more. You want them to visit your platform every single day, and then tell all of their friends to sign up, too. Essentially, you want to earn their trust and then keep it. Here are five ways to gain an online audience’s trust through social media marketing:

1. Stay Engaged. Update your own platforms regularly (at least once a day). Then, use other networking sites such as Twitter and Facebook to keep subscribers informed between updates. Give them reasons to reply back (such as a prize incentive for participation), or provide interactive media such as widgets and polls. Build personal rapport by answering every reply you receive. Weekly newsletters, personalized emails and geo-targeted updates will also help your network feel connected as individuals.

2. Write Directly. You aren’t creating this platform for you; you exist for your audience. Keep in mind that you’re providing a service to them, and that rewarding their loyalty is a first priority. Write short, engaging articles that will keep their eyes on your page. Provide content that is of interest to them. And be completely frank and honest—speak directly to your audience, in a friendly and familiar (not fake) tone. Remember to make sure you are communicating with them, not speaking at them.

3. Get Personal. Let your readers and subscribers know who they’re talking to. Put up a picture of you (or something that represents you—not just a static logo). Set up a profile or ‘about me’ page that’s much more personal than A/S/L. And always be transparent about your social media agenda. “We’re trying to reach 1,000 fans on Facebook!” is much more relatable than “Sign up for us on Facebook!” Give everyone access to you, with multiple revenues to communicate (a comments section, phone number, email address, and physical mail address).

4. Limit Yourself. As with any marketing campaign, you’ll only find success with social media marketing if you target your audience. Although it’s easy to get giddy at the thought of how many people can be reached via online marketing, if you create a campaign that’s generic enough to appeal to everyone, you’ll probably never make a connection with anyone. Your images, words, and product features should have one specific recipient in mind. You’re far more likely to retain a loyal audience base if subscribers feel you’re addressing their particular needs.

5. Be the Best. The only way to be the best at what you do is to become very familiar with what else is already out there. You don’t have to sign up for all of your competitors’ products, but sign up for some of them. You don’t have to read all the books on your subject matter—but learn which book has gained the most attention in your industry (the one your competitors and audience might be reading), and study that one. That’s how you can find little untouched crevices of opportunity, dig yourself a niche, and really stand apart. No matter how competitive your industry, you can always be the best at something—even if it means picking one area to dominate (such as above-and-beyond customer service). Subscribers will feel confident that you’ll always satisfy them in your specialty area. Of course, if you can be the best at everything—well, that’s even better.