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Gevril and Haurex Italia dinner during Baselworld in March 2011 with Larry Brauner standing in the background.
Baselworld 2013 is taking place April 25 to May 2 in Basel, Switzerland.
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Feb
23
Social Media Targeting for People and Businesses
Filed Under Best of 2009, Networking and Marketing Strategy, Targeting | 14 Comments
Marketing is often as important to people as it is to businesses.
People seeking jobs, marriage partners or buyers for their personal property all need to target and reach out to their respective markets.
Social Media is Very Accessible
Old media such as TV, radio, print, mail — and even online advertising — tend to be very costly and are used most effectively by big corporations and by savvy direct marketers.
However, the new media such as blogging, video, online social networking and social bookmarking cost little or nothing to use and are as accessible to people and small businesses as they are to big corporations and direct marketers.
Ineffective Use of Social Media
The low out-of-pocket cost of the new media entices people and businesses to waste time and energy by using social media marketing more haphazardly and less rigorously than they would use more expensive old media marketing channels.
Many marketers further compound the problem by bringing to social media old media advertising and prospecting paradigms rather than a new media attracting, socializing and educating paradigms.
Marketers need to learn how to focus their social media efforts by applying rigorous standards and analytics to new media marketing campaigns.
Reaching the Right Audience
One way to focus your social media effort is through targeting. Simply put, targeting means reaching the right people, the people who can benefit from you, your product or your service.
Market segmentation is a form of targeting research that studies the characteristics and desires of different population segments. I assume for now that you know — at least approximately — whom you wish to target, and that you want to be able to tackle the how part of the problem.
Competitive Intelligence
Professional marketers, especially direct marketers, study what their competition is — and is not — doing in great detail. They may also try to understand why the competition is doing what it does, and if a campaign is used over and over, they’ll will assume that the campaign is profitable.
Watch your competitors and you’ll learn how they position themselves, what they write about, what keywords they optimize, where they bookmark their content, what tags they use, and much more.
Competitive intelligence applies equally to old and new media marketing.
Top Targeting Strategies
Here are my favorite targeting strategies:
- Develop good content that is context sensitive, communicates who you are, what you do and how you might be different — all without reading like a sales letter.
- Do keyword research, so that while you write for people, you can also help the search engines, as much of your traffic will come from search engines, especially form Google.
- Fish where the fish are. Choose social networking sites that you believe attract the people you are looking to attract. If you find your competitors there, that can be a good thing. It indicates that your target audience is also there. Hopefully your content positions you in a way that you’ll stand out from the competition or address a need that they do not.
- Cast a wide net. Don’t prejudge too much. Err on the side of targeting too inclusively rather than too exclusively. Participate on a variety of sites and expose as many people as possible to both you and your message. If you know me, you know that I pursue this strategy on Twitter, LinkedIn and Ning social networks.
- Let people decide for themselves how relevant your content is and whether or not you might be able to help them. That’s an key element of both attraction and social marketing.
- Don’t spread yourself too thin. Read The 80/20 Rule and Social Media. Cast a wide net but not too wide.
- Get personal. Even if you’re a business, people will want to relate to you as a person. In social media you are an integral part of your brand.
- Experiment and be ready to adapt and make changes as you go. Marketers know that they’re not likely to get it right the first time, so consider everything you do to be a work in progress.
- Establish an ongoing social media presence. Be persistent. Timing is extremely important. Even if somebody is the right person, the time might be wrong for him or her. You will make a sale if you’re there when the time is right.
- Use old media to supplement and complement your new media. Just because you use social media, you need not abandon any old media marketing that’s working for you.
- Seek help if you don’t have all the expertise or writing skills you need to succeed. That help might include advice, project management or outsourcing.
This list is not intended to be complete. However, it should give you plenty of food for thought.
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Feb
15
The 80/20 Rule and Social Media
Filed Under Best of 2009, Blogging, Networking and Marketing Strategy, Ning Sites, Outside the Box, Social Media and Social Networking Sites, Twitter | 29 Comments
I revisit the 80/20 Rule (about which I wrote last September) because of something that I alluded to in my interview with Stacey Chadwell.
Web 2.0 is a virtual candy store, and our eyes, so to speak, are bigger than our stomachs.
Every day new social media sites crop up. We’d love to try them all, yet we can only hope to master and stay on top of a very small fraction of the myriad sites that are already available to us.
The 80/20 Rule to Our Rescue
The 80/20 Rule applied to social media sites would state that 80% of all results can be achieved with 20% of all sites.
However, the 80 to 20 ratio is no more than a concept or a rule of thumb. The actual ratio is quite often greater than 80 to 20. With respect to social media sites the ratio could be as high as 99 to 1.
The 80/20 Rule applied to social media sites might be called a 99/1 Rule. We can accomplish almost everything we might want to accomplish with only 1% of all the social sites in operation — and almost everything is really enough!
I regularly use only a modest number of social media sites:
- Online Social Networking (my blog)
- Ning family of social networking sites (especially Small Business Network)
- Entrecard
- Business Exchange
- StumbleUpon
- Digg
- Delicious
You’d hardly call me an expert on social media sites, but the few sites I do use, complement each other in my social media marketing model, and I use them effectively.
Could I use more sites?
Of course I could. However, the point is that I don’t need to use more sites, at least not right now.
Other Aspects of the 80/20 Rule
The 80/20 Rule also applies to you as a person, to the people who follow you and to how you approach learning.
Rather than re-hash what I’ve written in the past, I refer you to my previous article, The 80/20 Rule, which elaborates on these issues in some detail.
In Conclusion
My advice to you is to:
- determine what you’d like to accomplish
- devise a plan that uses a modest number of resources
- learn to use those resources reasonably well
- and apply yourself with great determination and enthusiasm
People will look to you as a leader and a source of inspiration.
I’m @larrybrauner on Twitter. I look forward to your tweets.
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Feb
8
My Top 12 Reasons for Using Twitter
Filed Under Blogging, Communication, List Building, Networking and Marketing Strategy, Social Media and Social Networking Sites, Twitter, Twitter Tools | 33 Comments
Nearly a year ago I presented the Top Reasons Why I Blog. I’m a big fan of blogging, and I enjoy writing for you.
Now it’s time to list my top reasons for using Twitter. If you use Twitter, please feel free to comment and share your experiences. If not, this list may encourage you to begin.
These are the top 12 reasons why I use Twitter:
- Simplicity - Twitter is easier for people to understand than many other social media sites. There are only a few Twitter concepts to learn: how to create a profile, follow, update, reply, search, retweet, send direct messages and use hashtags. See Brand Yourself and Market on Twitter.
- Networking - With hundreds of thousand of people using Twitter, you’re bound to find, as I have, people with common interests to connect with. Advice I gave in Get More Personal applies here to networking on Twitter. Speak on the phone or meet in person, but don’t hide behind your computer.
- Traffic - Twitter is a blogger’s dream. Last week hundreds of people from Twitter visited my blog. A high percentage of Twitter visitors subscribe to my my RSS feed or blogcast.
- List Building - Twitter is a great tool to cultivate a following and build an audience in your niche. I presently have thousands of followers on Twitter. What will I do with these followers?
- Branding - I use Twitter to brand and market myself to my followers. Through Twitter many people are getting to know me who would otherwise not have had this opportunity. Even people who choose not to follow me can still learn about me. Keep this in mind: It’s not what you know or whom you know, but who knows, likes, trusts and respects you.
- Communicating - I can send direct messages or use hashtags to communicate with my friends.
- Twitter Tools - There are numerous Twitter Tools such as TweetAdder to make Twitter powerful and easy to use. Read Tons of Twitter Tools, Tips and Resources.
- Research - Twitter is an excellent tool for research and keeping up with world developments. You don’t necessarily need to follow people or for them to follow you to read their tweets and click on their links.
- Discovery - We can learn new things on Twitter, even when we’re not looking per se.
- Mobility - Wherever you are or wherever I am, we’re only a tweet away. As more and more people use cell phones and text messaging, the compact 140 character format makes Twitter easy to access.
- Brevity - To be honest, there are times when I simply don’t feel like writing a complete article. Fortunately, even at those times I can usually cope with a modest 140-character tweet.
- Fun - Twitter is a blast! It’s a giant party, and the black tie is definitely optional.
You’ll find more reasons for using Twitter in the comments below. I encourage you to add your own.
I’m @larrybrauner on Twitter. I look forward to reading your tweets.
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Feb
1
Tons of Twitter Tools, Tips and Resources
Filed Under Networking and Marketing Strategy, Social Media and Social Networking Sites, Twitter, Twitter Tools | 28 Comments
In past posts we’ve discussed what Twitter is and looked at some ways you can use Twitter.
In the current post I provide a Twitter resource meta list to help you explore a wide range of business and social topics in substantial depth.
I expect to add to this meta list periodically, so do watch for my tweets @larrybrauner or check back here from time to time.
Mainstreaming of Twitter
This, our appetizer, addresses two important questions:
- Is Twitter a serious social media venue for mainstream users?
- Is Twitter useful for businesses, or is it just for fun?
I hope the following presentations will persuade you that Twitter is a viable business and social tool.
- Why Twitter Will Go Mainstream In 2009 - Dennis Goedegebuure from The Next Corner writes on TwiTip and makes some predictions about Twitter in 2009.
- Has Twitter (Finally) Tipped? - Geoffrey Ellis writing on his wife’s Sarah Lacy blog explains why he’s “convinced that Twitter has finally tipped and is about to explode”.
- How Social Media Won Obama the US Election - No matter what your political views, this excellent article by Australian Matt Granfield writing on MarketingMag.com.au underscores President Barack Obama’s stunning use of social media — including Twitter — to rally support for his successful 2008 bid for the top US office.
- Using Twitter to Build Your Business - In a short video clip @WarrenWhitlock asks @GaryVee why businesses should be using Twitter.
- Top Reasons for Using Twitter - Writing on Online Social Networking I list the likely reasons one would choose to use Twitter.
Twitter Ideas and Tips
This, the main course, looks at how to use Twitter effectively.
- TRAINING Twitter Power System - A very comprehensive set of videos, e-books, resources and tools. New users learn how to set up an account and all the basics they need to get going. Experienced users learn how to craft powerful tweets, how to create viral tweets — and everything in-between. Read my Twitter Power System Review.
- TRAINING Twitter Tutorials and More - Ongoing training and: “The fastest, easiest way to learn about all the latest Twitter applications and tools with quick, simple Flash videos”.
- Top 10 Things New People to Twitter Should Know
- Marc Warnke writing on MarcWarnke.com provides some very useful Twitter guidelines. - 7 Tips for Expressing Yourself in 140 Characters or Less - Ivo Jackson writing on Be a Better Writer shares some of her Twitter writing secrets.
- Twitter Follow Back Basics - Samer Forzley writing on SamerForzley.com reveals his method to avoid spammers on Twitter.
- How to Lose Twitter Followers • How to Lose Twitter Followers: Part II - These articles appearing on Socialplasm.com help readers to avoid common “Twitter noob” pitfalls and to hold onto hard their earned Twitter followers.
- Twitter: How to Get Started Guide for Business People - C.G. Lynch writing for CIO has some excellent advice for business people.
- 50 Ideas on Using Twitter for Business - Chris Brogan writing on ChrisBrogan.com offers many valuable pointers to Twitter business users.
- 10 Tips to Be Effective at Marketing on Twitter - Salwa M from BlogRiffic writing on TwiTip shares tips to marketers who want to use Twitter.
- 7 Ways to Get Your Twitter Followers to Click Your Links - Eric Brantner writing on SEO Hosting teaches how to use links successfully on Twitter.
- List Building Using Twitter - Discusses the importance of list buiding and building a following on Twitter.
- List Building Paradigm Shift - There’s more to list building than using web forms to add leads to autoresponders. Writing on Online Social Networking I explain the concept of List Building 2.0.
- Online Social Networking Using Twitter - How to build a targeted list and network with people on Twitter.
- How to Integrate Social Media into Product Marketing - Hutch Carpenter writing on I’m Not Actually a Geek examines social media “from a professional perspective”. Twitter is one of the tools Hutch uses.
- Marketing a Niche Website on Twitter - Jonathan Thomas from WebinarCentral.net writes on TwiTip about niche marketing on Twitter.
Twitter Tools and Resources
Our meal wouldn’t be complete without delicious side dishes prepared to perfection by expert chefs.
- NEW! TweetAdder - Tweet Adder is a Twitter tool that enables you to manage and automate one or many Twitter accounts. Read Twitter Targeting Tweak.
- Let’s Follow Each Other - Social Networking Site for Twitter and Facebook Users -Make friends, blog your ideas and build your social network. Created by me, @larrybrauner.
- Most Popular Twitter Clients Revealed - Pete Cashmore CEO at Mashable lists the top clients (methods) people use to access Twitter.
- TWITTER TOOLBOX: 60+ Twitter Tool • Twittermania: 140+ More Twitter Tools • 8 Awesome Firefox Plugins for Twitter - Knew we could rely on Mashable to stock up our toolboxes.
- Even More Twitter Applications - Thanks you @airbongco for your very helpful Squidoo lens providing more Twitter applications plus some surprise bonuses.
- Twittering - Another great Squidoo lens, this one by @jpetals that simply has to be seen to be appreciated.
- What Do Your Twitter Followers Think? Conduct a Twtpoll and Find Out - Erick Schonfeld writing on TechCrunch shows how to poll users on Twitter.
- Twitter Me This: 25 Twitter Resources You Don’t Know, But Should Be Using - Another excellent resource list courtesy of The Freelance Squad.
- 5 Good Ways To Discover Twitter Applications - Robin Wauters writing on TechCrunch tell you how to find even more Twitter applications. If you think you might be spending too much time on Twitter, try exploring all the available Twitter apps and then let me if you perspective changes.
- 11 Best URL Shortening Services - Vote Your Favorite - Plenty of room here for personal preference. Brought to you by Lee Odden writing on Online Marketing Blog.
- Send A List Of Links As A Single URL With 1Link.In - This is a service you can use on Twitter, in your e-mail and in your web pages explained by Karl L. Gechlik writing on MakeUseOf.com.
My Interview on Blog Talk Radio
I was interviewed on the Blog Talk Radio Profiles of Success by @staceychadwell. To listen, click here.
I’m @larrybrauner on Twitter looking forward to your tweets.
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