What’s the Point of Advertising on Facebook and LinkedIn if You are Just Posting Random Pictures?

What's the point of ads on social media blog post.jpgWe saw an upset in this year’s College Football Playoff National Championship game. Alabama was seen as the obvious victor. But, in the end, Clemson won the game. Do you think that win was a random event? Hardly…every move we witnessed was deliberate and intentional. There was nothing random about it.

So why is most branding/marketing so random? Why isn’t it more deliberate and intentional?

Having a targeted strategy for your business branding and marketing is essential if you want to see a return on your investment. Yet, social media has given us a way to market without much thought and planning. Building a strategy for the various social media platforms is critical. Different people use different platforms. If you are selling toys, place your ad primarily where kids go, not their parents. If you are offering professional services to other professionals, go where they congregate online, such as LinkedIn groups.

Your company’s strategy affects all aspects of your business. If the company has no strategy, it will be difficult to see a return on investment of your advertising dollars and time.

Not All Social Media Outlets are the Same

No two social media outlets are the same photo.jpgNot all social media outlets are the same…

I’ve recently notice something that I have been guilty of…posting the same things on Instagram and Facebook. I realized my mistake when I looked Gary Vaynerchuk’s Instagram and Facebook pages. He doesn’t duplicate, but rather uses the two different platforms in very different ways.

Go look and tell me what differences you are seeing.

No two platforms are the same.


What’s Your Strategy?

What's Your Strategy Gladiator Image.jpgBusiness is no different than two gladiators fighting.

Business is not polite.

Like any sport or competition, there is a winner and a loser.

What separates the winners from the losers, is strategy and an edge.

Do you have an edge?

Do you have business strategy?

Community = Business

tagIn today’s world, marketing and growing your business is very different than in the past. Today, we have the opportunity to add value to millions of people for pennies on the dollar.

Instead of marketing effectively, we tell all about ourselves. We project what our company sells, how we are the best…me, me, me, me! In today’s marketplace, consumers can find “you” all over the place. Consider instead, of marketing how you can add value.

Share ideas on how to better do what it is you do. If you’re a home store, give your audience tips on decorating, kid proofing their homes or DIY projects. After you have given value three or four times, share what you do and how you add VALUE.

By adding value, you will add to your community. Build the relationships within your community and you will grow your business.

Let’s stop being self-centered and FOCUS on the customer.


Be A Guerrilla Markerter in 2016

shutterstock_250715179As we come to the end of 2015, companies are planning marketing efforts for 2016. A number of things have changed since your last annual planning period moving from 2014 into 2015. As you go into 2016, ask yourself, “How has the marketing landscape changed in the last 12 months?”, “How has my business changed?”, and “What gives me the most return on my investment?”

I believe the marketing landscape has greatly changed in the last 36 months. Reason being is social media has become such a dominant part of our world society. For the amount of money it takes to build a marketing campaign in print media, TV advertising or a seminar series, you can take a fraction of that money and focus on social media marketing and get a bigger ROI on your investment.  This doesn’t mean you ditch all the others… at least not for now. But you should lessen your efforts on the old school marketing and refocus your efforts on the biggest bang for your buck – digital marketing via social media.

Three areas to consider when building your 2016 marketing plan:

#1 – Are you focused enough with your marketing or are you all over the map?  In the past, I have been guilty of changing direction every month, every week and some would say every second. With a good shutterstock_315033812strong team and a dedicated man or woman, you can focus your marketing and keep on track toward your all ultimate objective. 2016 can be your best year ever. Having a person to keep you accountable will change your marketing life! We did it in our firm in the last three months. Jennifer took over being the point person in our marketing efforts. She is now full-time marketing and business awareness developer in our firm. Being able to focus means you know who your audience is and that is who you “talk to” via your marketing. Knowing your audience gives you a leg up on your competition. Knowing what they like, what they don’t like, what they need and what they value will give you the information you need to grow your client base and add business to your book. Your daily goal has to be to get to know your audience and then build a marketing strategy that lands in front of their eyeballs.

#2 – Create a budget and stick to it.  Building a budget based on the average three-year-past production level will give you a good guideline to allocate your dollars in marketing. It is important that you stay on budget. It is also important to know where those dollars will go each month.   Building a marketing calendar will allow you to price and budget the correct amount of dollars to each campaign efforts. Not doing this will eventually kill your marketing efforts. So do the research, price your campaigns, allocate dollars needed to achieve your goals. Remember the payoff will not be immediate but will be more than worth it when you are planning for 2017 next year this time.

#3 – Be able to ZIG when your competition ZAGs. Understanding who your competition is and who they are marketing themselves to can give priceless insight. Understanding who their market is compared to yours, can give you a leg up. It is really important that you spend the time understanding how your competition is growing their business. Once you know this and you know your audience, you can apply the correct marketing strategies to win business.

So to recap as you work on your 2016 marketing plan, you need to #1, Have a focus. #2, Stay on budget. and #3, Know your competition.

Trent A. Grinkmeyer, AIF®, CRPC® / Financial Consultant

Social Media in 2016

predictions CopyWhen making your marketing and business plan for 2016, if your question regarding social media and marketing your business is, “Should I start marketing on social media?”, the you are about 10 steps behind your competitors.  If your question instead is, “What do I need to do to keep up and get more business and even better not lose any business?”, then good for you.

I can help you no matter which of those questions applies to you and your business model.   Get ready to for 2016 to be a big year!  trent@grinkmeyerleonard.com

Click on my infographic to read the details on online and social media marketing predictions.


Creating a Calendar and Workflow For Your Social Media Marketing Campaign, Part 2

Creating a Calendar and Workflow For Your Social Media Marketing Campaign, Part 2

Deciding how often you tell the world!!!
As I detailed in yesterday’s post, consistency is the key to marketing. You can see that dedicated consistency with companies like Nike, Coca-Cola, Levi Strauss, Toyota. They are marketed on every venue but they stay focused on their target market. To succeed at social media marketing, you will need to do the shutterstock_234077779same. Depending on who you are marketing to, your audience will be heavily on some social media outlets but not on others. Knowing who your audience is and where they spend their time on the internet is pivotal in your marketing success. For more info on this, be sure to read: “Who Is Your Audience? Targeting Your Prospect with Sniper-like Precision”. Email Jennifer at jennifer@grinkmeyerleonard.com for a copy of our white paper on targeting the right audience.

Once you have decided who your target audience is, you need to find where “they live on the internet” or what social media sites they frequent the most. To find that out, you will need to research. Any time you spend on this research will definitely payoff in results. #Google is your best place to start researching. Are you wondering what to look for on Google?… Look at my wife’s company as an example. Ginger creates #ChristianArt. She sells all over the world but her art has a specific audience – Christian females ages 25 to 55-years-old. Where do they “live”? Social media demographic research shows that most Christian women in the target age group use Pinterest and Facebook. That same audience is starting now to populate Instagram. Bingo. That is the information needed. Ginger knows that she has three media platforms to focus her marketing toward. Next to figure out is how often to post.

  • Facebook: 3-10 times per week
  • Twitter: at least 5 times a day
  • LinkedIn: 2-5 times per week
  • Google+: 3-10 times per week
  • Pinterest: 5-10 times per day
  • Instagram: 2-3 times per day

If you read the above list and wondered to yourself how you could possibly keep up with all of that content and posting, know that this is where staying simple and focused comes into play. Start with your audience and where most of them “live”. For Ginger, Facebook is actually where most of her potential clients spend their social media time. Pinterest is next and then Instagram. Ginger focuses 80% of her attention on Facebook until she can develop enough content to support Pinterest’s 5 to 10 times per day posting effectiveness schedule. Remember, this a long road. Stay consistent and focus. The results will not be immediate but if you do your homework, get organized and start posting smart, you will see results.

Checkout tomorrow’s post, “From Idea to Post. Building a Process For Your Calendar”.

Rock on!!

Creating a Calendar and Workflow For Your Social Media Marketing Campaign, Part 1

Creating a Calendar and Workflow For Your Social Media Marketing Campaign, Part 1

shutterstock_193510067You are most likely reading this on one of many social media outlets on the internet. Social media marketing has become the most effective way to target your prospective audience. As an added benefit, it’s the most cost-effective, second only to referral marketing. If you are operating a business and not using social media to market, you are missing a huge opportunity.

To take advantage of this great marketing method, you need a strategic plan to get the maximum results. The two keys to a successful social media campaign are  #content and #consistency. In this three-part series, we will address both of those topics.

Calendar   If you’re like me, you live by your calendar. It tell us where to be and what’s most important and when it needs to be done. The calendar can aid you to build a strong #socialmedia campaign.

Workflow, Motion of the Ocean

To build an effective calendar, you need to create a process for:

    1. Who develops #content: My business partner Valerie (northsideofaverage.grinkmeyerleonard.com ) and I have developed a system that works for our company. Like us, you may have multiple people creating content. Having a calendar is essential to our content flow. Each one of us has a different focus so our development of content happens at different times. The calendar keeps us on track for consistency and timing. It also makes each of accountable for what we are supposed to create and when.
    2. Who edits content: If you read this post before Jennifer got her hands on it, you would be upside down trying to figure out what I was trying to say. Any great writer, blogger or business person has an editor. Jennifer has that role in our company. She reads, edits and organizes each post. Without her reading and tweaking our posts, we wouldn’t portray ourselves the way we want to be seen to the world.
    3. Who is Captain of the #Calendar: Jennifer is our “Calendar Captain”. Jennifer edits, organizes and posts our content. She keeps us on track for consistency and continuity. A Calendar Captain will keep your flow of content consistent. There are apps available for organizing and scheduling your posts, as well. Since we all have a main calendar through Outlook and to avoid confusion of using two calendars, we use one calendar for everything. Consider if you would benefit from adding another calendar or just operating from the one you use already.
    4. Who decides what content goes to which social media outlet and when: This is an editor / creator decision. Not all content belongs on all platforms. For example, if you are creating content for a young audience like my daughter does (www.heyrosa.com), LinkedIn is not going to be the best audience. Instead, Instagram, Facebook or Snapchat would be more appropriate targets. For more info on this topic, be sure to read: “Who Is Your Audience? Targeting Your Prospect with Sniper-like Precision”. Email Jennifer at jennifer@grinkmeyerleonard.com for a copy of our white paper on targeting the right audience.
    5. Finding or creating awesome images. A picture is worth a thousand words: Include an image with each post. Make it something relevant to your topic. Make sure it’s clear and well-done. Be careful about copyrighted images.   Using a stock photo website can be very beneficial.   Websites like Shutterstock.com have thousands of high-quality images you can use for a small fee. When posting photos of yourself or your company, quality does matter.   Having your grandmother shoot your business photos, unless she is a pro, isn’t a good idea. Remember images and photos on the internet represent you to the world.
    6. Posting: Schedule and post to the world. I recommend developing a month’s worth of content before posting the first time. By doing this, you get ahead of the game. Creating content for a month also keeps you consistent. When writing for the month, try to keep the same theme. Randomness sets you back and makes you look like scattered and unfocused.

Above are the first steps to creating a calendar and getting your workflow organized. Check back tomorrow for the second post of this three-part series.

Rock on!!!

The Class Clown…You Always Remember Them

The Class Clown…you always remember them

TAG5Who was it?
We all had one in school…I married one.
We most likely remember them first before anyone else.
Getting attention is what the class clown did so well.
As a business owner,
as a sales person,
we are trying to get the attention of our prospective client. When we market on social media, we are trying to get attention. Views are one thing.

TV commercials are views…but what do we do when a commercial comes on? We fast-forward through it or look at our phone, IPad or laptop.

When marketing on social media,
Focus on getting ATTENTION!!!!
Forget the view count!!
Focus on the viewer remembering your company.