internet marketing strategies

Absolutely Not! – Do NOT Put All Your Eggs in One Basket!!!

Courtesy of WebGuru Infosystems

With recent reports showing Facebook’s dominance as the place to be online, many businesses seem to be contemplating replacing their company websites with Facebook Fan Pages or at least directing more focus and business traffic  to Facebook and away from their website.  While Facebook is a leading relationship marketing tool it is by no means the only tool that should be used to develop and grow business relationships. In the article “Social Media: Are Facebook Pages Replacing Websites?” Pauliina Jamsa ask if it’s time to pull the plug on the company website.  Marketing professionals around the globe, , like myself,  responded with a resounding NO!!! By no means should a company compromise its online brand appearance  by limiting its primary presence to one social media channel.

Here are three basic reasons why you should not replace your website with a Facebook Page (and there are many more than these!):

  1. You OWN your website – you do not own your Facebook page.
  2. You CONTROL the who, what, where, when, why and how of your website – in Facebook-land you must play by their rules.
  3. Your Facebook page will only live as long as Facebook lives.

Today, changes in media platforms occur at the speed of light, in the effort to keep up with the latest trends in online traffice its easy to get caught up in the hype and neglect the need to maintain a stable online base.  The business website is just that – a home base – a central location from which marketing messages can push out or be directed to.  For example a Facebook marketing campaign can garner new leads through ‘Likes’ and mass broadcast a promotional brand message and then re-direct visitors to the business web-site to execute some sort of actionable item like subscribe to a blog; join a mailing list;  or request more information.  You can even set-up a game, like a treasure-hunt where customers start at your Facebook page but then must navigate through your website to find clues and ultimately collect some sort of prize.

The bottom line here is that a successful internet marketing program is one that integrates a symphony of media channels like Facebook – Twitter – Blogs – Business Website – Email- Search Marketing – and offline media to attract, engage and retain your customer’s attention.  Today’s business marketer must not forsake one for the other but rather leverage the power of them all blended together.

To learn more about social media marketing and how to put integrated marketing strategies to work for you, email us at


We have all heard the adage that failing to plan is a plan to fail yet many of us engage or chose not engage in social media marketing without any plan at all.   Business brands at all phases of development (new, growing, established brand awareness) deliberately choose not to develop an internet or social media marketing plan. A 2010 social media report revealed that nearly 60% of responding companies using social media platforms do so without a strategic plan in place [DBE 2010 Corporate Social Media Report].

Whether your business uses social media for public relations communications; sales related activities;  human resources operations (i.e. recruitment, training, retention) or customer service, a strategic plan is critical for the proper representation of your business brand.   Without a cohesive plan in place, businesses can not:

  • control the brand message shared on social media channels
  • achieve a stated objective for engagement on social media channels
  • truly measure the outcome (good, bad or indifferent) of brand engagement on social media channels

A basic 4 Step Plan for Your Social Media Engagementplan for social media engagement should include:

  • Listening: spend time observing current conversations about your brand or business industry
  • Goals: define specific objective to be achieved through social media engagement (i.e. build brand awareness; generate leads; respond to customer needs and inquiries)
  • Tracking and Measuring: take note of the results from your activity on social media channels and adjust your strategy to achieve best possible results

A passive reactionary position on social media channels is not a planned engagement and will at worse damage your brand or at best make your brand seem invisible in the online space which will ultimately diminish brand awareness and value.

6 Degrees Marketing Solutions is a strategic internet marketing firm, offering your business planning, development and implementation of your internet marketing efforts.

Twitter (and other social media tools like it)  is a  unique communication and marketing tool specifically designed to mass distribute your message.    By using Twitter techniques like @mentions and #’s you can address a message to a specific Twitter while sharing the content of that message with whomever else is listening.  Hashtags (#’s) allow us to tag tweets by subject matter so other Twitters interested in that topic can find that information as well.

Becoming skilled at using social media tools is mission critical, especially if your business offers a seasonal product or service.  At this time, social media is the only real-time engagement tool that allows you the opportunity to catch a potential customer’s attention at the very moment he/she is talking about, thinking about and looking for the product or service you offer.

To learn more on how you can better leverage the power of Twitter and other Social Media tools to share your business message and engage your customer base, subscribe to this blog and  contact us today to request your FREE Digital Marketing Assessment.

It’s hard to believe that a 21st century woman would make such a statement. I know, I’m shaking my head at myself, but it’s true – looks really do matter.  First impressions are lasting and one of our most impressionable senses is our eyes (even for those with compromised or lost sight, other senses intensify and create a “visual” mental image (if you will) to help the brain process, assimilate and understand signals that are received.  Because of the strength and lasting nature of these first-encounter visual images, it is critically  important that every business appearance positively represent our brand image and reinforces our business message.

If you think your business would benefit from a First Impression Assessment contact us today.

To the unaware great opportunities seem to come out of the blue; while those who are attune see those same big breaks a mile away and seize them.  I heard it said once that chance favors the prepared mind. At the time I heard it, I thought it was a catchy saying, kind-of a mental note to pay attention.  Today the full weight of this saying came back to mind as I watched someone near me miss an incredible opportunity.

The thing that made this loss so difficult to witness was the fact that I had previously advised the individual to do something that would have prepared them to take full advantage.   Now, I’m a firm believer in the truth that what’s meant to be will  be and that the chance will come again, but the fact that someone missed something they didn’t  have to bothers me.

Everyday we should strive to recognize the signs and follow worthy direction that will prepare us for what is coming tomorrow.  If we notice times are changing and we are no longer expert in a particular subject-matter than we need to pick up a book; take a class; or consult with an expert to be prepared and best positioned for the opportunity sure to come.  If we don’t, we will no doubt find ourselves shaking our hands and singing, “the wish-I-woulda-coulda-shoulda” song having missed an opportunity yet another opportunity.

Today’s post is a bit personal in nature and is inspired by real events. As I reflect on things that have happened in life I’ve come to understand that the only difference between broken pieces and art is perspective. To an artist, shattered pieces of glass scattered in the street are inspiration for a new masterpiece. In the artistically gifted’s eye, that same shattered glass lying useless in the street is seen as a beautiful array of colors reflected against a black backdrop.   Life experiences (whether professional, personal or social) also have two perspectives from which they can be  viewed.  The same history to some appear to be insignificant and broken fragments of being –  while another will see those same pieces as precious gems from which a great masterpieces will be created!

So I’ve learned that every seemingly broken piece in my life has the potential to be the making of something special.  All I need to do is place those pieces in the hand of someone with a little more skill and vision than I have.

When it comes to engaging in social media marketing there may be little to no out-of-pocket cost, however, indirect cost – like employee time – can be quite significant.  At the same time, the potential payout (or loss to those who chose not to engage) of engaging in a strategic social media marketing campaign is significant.   Consider this… one of your customer service employees ask to set-up a twitter account so that he/she can service customers online and engage in conversations about your company’s products and services.  You say yes of course because every opportunity to interact with current and potential customers is a chance to make $$$, right? Initially, there are just a few conversations about your products and services, but soon, your social media engagement is a major part of  your customer service and sales efforts.  Now, your employee is spending 25-50% of her/his workday engaging current and potential customers through social media.  Assuming this trend continues throughout the year and that employee”’ salary is $50k,  your indirect cost is now somewhere between $12k – $25k.  Not to mention any ancillary cost, like custom graphics so your social media profile pages are consistent with your corporate brand imaging.  Oh, and don’t forget the part-timer you now have to hire because your employee is only able to manage half the workload he was originally hired to do because he’s now serving as your Social Media Campaign Strategist.  Once you tally all this up, the true cost of your social media marketing is between $15k – $30k (If you’re a small business where the business owner is the one engaging in social media marketing, just use your executive salary in the calculation.   As an aside, you could probably hire a consultant for a fraction of that cost.)

Now you’re re-considering whether or not social media marketing is really worth the potential investment, right?  Well, before you go there, let me remind you of the opportunity cost for not engaging in social media marketing.  Let’s say you know that your close ratio is 15% (1 of every 15 people contacted by your sales efforts spends money with your company) and your full scale social media marketing campaign engages approximately 200 new people each month.  If we apply your 15% close ratio (reducing the number of folks to 150 to account for those who are current customers – thought you may actually end of increasing their spend because you’ve deepened your relationship with them through your social media engagement) your company stands to gain about 22 new customers each month! (It’s probable that your close ratio will actually increase because you will now be dealing with folks who already have a trusted relationship with your company) may And just to complete the calculation let’s say that your average value of each new customer is somewhere around $250 you’ve earned (or lost if you don’t engage in social media marketing) $5,625 per month or $67,500 per year.  Not a bad return on a measly $15,000 investment huh?

So when you think of the true cost of engaging in social media consider the indirect cost.  At the same time, take a look at your potential loss if you don’t participate, because the fact of the matter is that folks are probably already talking about your products and services online and you’re not involved in those conversations you are missing a huge opportunity and probably loosing competitive ground in your marketplace.

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