INFOGRAPHIC: Authority Building

By Chandler Austin on Fri,Dec 02, 2011 @ 10:00 AM

From Vertical Measures, here's an infographic about how to build authority for your website through link building, social media marketing and content marketing.

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Topics: Word of Mouth Marketing Thought Leadership Link Building Authority Inbound Marketing Marketing Strategy Social Media Marketing Content Marketing Infographic

INFOGRAPHIC: Viral Marketing Cheatsheet

By Jack Barry on Mon,Nov 14, 2011 @ 10:00 AM

A "viral" campaign is really nothing more than inspiring other people to spread your message. From KISSmetrics, here's an infographic guide to creating a successful viral campaign.

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Topics: Word of Mouth Marketing Marketing Strategy Infographic Viral

INFOGRAPHIC: The Science of Word of Mouth Marketing

By Chandler Austin on Wed,Oct 12, 2011 @ 10:00 AM

From Column Five Media, here's an infographic that explains what word-of-mouth marketing is, how it works, and how to be successful at it.

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Topics: Word of Mouth Marketing Marketing Strategy Infographic

VIDEO: Captain Inbound

By Chandler Austin on Thu,Sep 15, 2011 @ 10:00 AM

From the Hubspot, here's a humorous video that illustrates the advantages of inbound marketing.

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Topics: Word of Mouth Marketing Inbound Marketing Marketing Strategy

INFOGRAPHIC: Word of Mouth Marketing

By Chandler Austin on Wed,Sep 07, 2011 @ 10:00 AM

From Capseo, here's an infographic on why word of mouth marketing marketing is increasing in popularity.

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Topics: Word of Mouth Marketing Marketing Strategy Infographic
2 min read

Using Social Media to Launch and Promote a Product

By Chandler Austin on Tue,May 24, 2011 @ 10:00 AM

From, here's a look at how anyone can launch and promote a product, using only social media. These tips are adapted from Guy Kawaski's launch and promotion of his book, Enchantment  The Art of Changing Hearts, Minds and Actions.

Kawaski built a fan page specifically for his book. To build a fan base, the incentive to "Like" the page was a free copy of his first book.
Cost: Approximately $2,700

Website and Blog
To avoid the restrictive elements of Facebook, Kawaski built a site for the book as part of his own website. This allowed for more information and images than Facebook.
Cost: Approximately $4,000

Book Reviews by Other Bloggers and A-Listers
Kawaski offered free copies of his book to bloggers chosen from his 20,000+ database. He sent out 1300 copies, gave 150 interviews and got 200 book reviews, which he shared on his site.
Cost: $16,000 (borne by the publisher)

Email still works, especially if you have built a database of 160,000 over the years.
Cost: $7,500

Banner Ads
A six week campaign on Google AdWords, Facebook Ads and Twitter (Promoted Tweets) was used to attract buyers outside his immediate sphere of influence.
Cost: Allow $2,000-$3,000

Photo Contest
Kawaski offered five cameras and an Apple iPad, via a Facebook contest app. This resulted in 1150 entries, 35,000 visits, 70,000 entry views, and a lot of "Buzz".
Cost: Approximately $6,000

Kawaski pulled a quiz from his book and put it on Facebook (700 took the quiz) and his website (2900 took the quiz) to engage more customers.
Cost: Approximately $5,000

An overview of the book was turned into a single image which was embedded on the sites of bloggers and reviewers.
Cost: Approximately $2,000

A presentation that Kawaski used for key note presentations was published on Slideshare making it easy to share and embed.
Cost: Approximately $3,600

Slideshow on YouTube
Kawaski created a slideshow to thank all the people involved in the book project launch and promotion.
Cost: Approximately $1,000

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Topics: Word of Mouth Marketing Social Media Marketing Facebook Website Marketing Social Media Trends

INFOGRAPHIC: Brand Advocates

By Chandler Austin on Tue,May 17, 2011 @ 10:00 AM

Brand advocates are people who habitually share information on the products they use, are thought leaders in their social circles, and influence the opinions and purchase decisions of others. They can be effective salespeople for a brand, if you can connect with them. From BzzAgent, here's an infographic to help you better understand brand advocates.

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Topics: Word of Mouth Marketing Brand Advocate Marketing Strategy Social Media Marketing
1 min read

Getting Great Online Reviews

By Chandler Austin on Mon,May 02, 2011 @ 10:00 AM

Andy Sernovitz on Damn! I Wish I'd Thought of That, talks about how to get great reviews and make sure your prospective customers see them.

"Ask for testimonials and reviews"
Happy customers are glad to do this. Prompt them to do so with a simple, friendly request. Make sure your site has a way to submit feedback.

"Get permission to share them"
Don't use testimonials in marketing material without getting permission first. Permission can be informal, but should still be written. Include a checkbox with your feedback forms.

"Put it all on your website"
If you have great reviews, you want prospects to see them. Include them on your homepage, sales or product pages, footers and any spot that has visibility..

"Link to compliments already on the web"
Link to positive word of mouth on blogs, Twitter and forums. If it's publicly posted, you don't need prior permission.

"Check it out: Amazon’s funniest reviews"
Most reviews on Amazon are sincere, but occasionally, you can find mock reviews that are sources for some great comedy. Enjoy.

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Topics: Word of Mouth Marketing Marketing Strategy Social Media Marketing Customer Satisfaction
1 min read

How to Engage with Online Communities

By Chandler Austin on Mon,Apr 04, 2011 @ 03:40 PM

Online communities can provide pre-segmented markets for you to find and engage with potential customers. From Sarah Manley at MarketingProfs, steps for finding your own fans in online communities and converting them to customers.

"Find Your Fans"
Facebook and Twitter are both huge, fragmented communities with short-form content. By contrast, online communities are characterized by longer content, collaboration and deep conversations. The people there are far more engaged with the topic than mere fans. They're more passionate and more likely to become word-of-mouth advocates of things they like.

"Assess the Opportunity"
After you've found the audience you want, have a plan before you wade into the fray. What do you have to offer the community that is unique? Exclusive content? Contests? Make sure you have something that merits the audience's attention.

"Trust Your Shepherd"
A community manager can guide you to the most vocal and influential community members. A good community manager can help you "engage a community in a transparent, mutually beneficial way." Trust community managers to know when to allow the community to self-regulate and when to intervene.

"Foster the Fanatics"
You can host major branded events in online communities with both short-form and long-form content. Add value to the community via content, thoughtful ads and sponsored contests. If the fanatics find it valuable, they will spread the word about it

"Follow Best-Practices"
Some basic rules are always applicable in online communities:
  • Honesty - Members are hard to fool. Insincerity will be quickly spotted.
  • Sneek Peeks - Exclusivity or early access to content is exciting.
  • Simplicity - Encourages more participants.
  • Acknowledgement - Give your biggest fans a small measure of community fame.
  • Creativity - Use deep content and garner community participation.

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Topics: Word of Mouth Marketing Online Communities Content Marketing
1 min read

How to Keep Customers Happy

By Chandler Austin on Mon,Mar 21, 2011 @ 03:15 PM

Tiny things can make a big difference to your customers. Being treated well often trumps price as the defining piece of a customer's experience. Companies should "sweat the small stuff" whenever they can, so customers don't have to. From Adam Helweh at Social Media Explorer, here are some ways to honor your customers.
  1. Hire employees that are customer-focused, rather than money-focused.
  2. Make your customers feel smart with great content.
  3. Your website should be easy to navigate.
  4. Make it easy to submit feedback and suggestions.
  5. Sell a product that is what you advertised.
  6. Simplify transactions. Selection to delivery should be easy.
  7. Share customer success stories, even when not directly related to your company's product/service.
  8. Quick, sincere, effective responses to your mistakes.
  9. Start by listening.
  10. Take ownership of customer issues, even if you aren't responsible ultimately for the resolution.
  11. Leave your emotional baggage at home.
  12. Have events that allow you to meet customers in person.
  13. Recommend other businesses that might benefit your customers.
  14. Don't make customers languish on hold.
  15. Empower your customer service staff to solve all possible issues.
  16. Be cheerful and polite.
  17. Easy customer communications over multiple channels.
  18. Feature customers and/or customer stories in a blog post or other social media.
  19. Include customer input in new product development.
  20. Unsubscribing from your newsletters should be easy as subscribing.
  21. Accept customer ratings and reviews of your product.
  22. Have a large enough staff to handle customer issues in a timely manner.
  23. No hidden fees or agendas.
  24. Easy product returns/exchanges.
  25. Allow customers to get to know your employees.
View Original Article and Author's Apple Customer Experience

Topics: Word of Mouth Marketing small business marketing Customer Satisfaction


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