Guest post from Maria Ross, founder and chief strategist of Red Slice a branding and marketing consultancy based in the US. She is the author of Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget available on Amazon.co.uk
Forgive me, dear readers, for I have sinned.
Here I am, preaching about building a strong brand so you can choose the right marketing tactics in which to invest. I talk about measuring progress and success so you always know your ROI. But, as is often the case with doctors and consultants, we are our own worst patients/clients.
Let me share with you my faux pas so that you can learn what not to do.
I recently invested in an innovative social media advertising tactic. For a small, reasonable fee, the company creates a 24-hour advertising campaign, a custom sponsor video, multiple Twitter and Facebook posts to their loyal followers and a Search Engine Optimized post on the website. You can also purchase optional items such as an email sponsorship and publishing rights to your video. You become sole sponsor of the entire 24-hour period and in return, you also offer some sort of contest incentive to a few winners.
Visitors to this company’s site must post a comment on the promotion page to officially enter the contest. The company also encourages them to visit your website as well. I’m always eager to learn how innovative marketing tactics work, so I gave it a shot and bought a day to promote my book, Branding Basics for Small Business. I offered three free books as the giveaway.
The process was fairly easy but the customer service and sophistication were lacking. They seemed overwhelmed and it took them a while to respond to emails - so sometimes price can be an indication of the level of hand-holding you will get.
Results? Here’s the lessons I learned that I’d like to share with you about where I fell down and how you can avoid them: