Establish a Social Media Strategy That Entices and Engages

Although initial thoughts of developing and implementing a successful social media strategy, may create strong feelings of fear and apprehension in some business owners, it is still regarded by most as another entrepreneurial obstacle; that must be quickly addressed and overcome. Like many other challenges facing today's entrepreneurs, the successful adoption of social media, requires immediate focus and long-term commitment; to enjoy meaningful and rewarding results.

A successful social media marketing strategy must become a close companion of a business' existing marketing methods and practices. Traditional advertising and marketing techniques, must make a smooth transition to the Web, and communicate the branded message just as effectively; to a business'/brand's growing Internet audience. Businesses and brands can accomplish this desired result, by implementing a personalized approach, that focuses on socializing; not selling. With that being said, businesses can achieve a balance of personable and promotion, that will build relationships with the consumer audience; and continuously encourage brand recognition and customer loyalty.

The fundamental principle of this social media marketing approach, is to establish, maintain and build upon genuine relationships with consumers, who closely relate to a business' principles and objectives. Businesses must recognize the importance of consistently engaging the audience, and also communicating with them, in a manner that is clearly understood; and well received. An effective approach uses well-written articles and blog posts, that are current and closely related to a business' product, service or brand, to entice consumers to interact in social communities; by commenting on and/or sharing the content. This type of engagement is used to initiate a light conversation, and thus is considered much more intimate and memorable, because of the mutual interest in the topic; and the non-intrusive nature of the interaction.

Be forewarned. The responsibility of consistently generating remarkable content takes enormous commitment, and has motivated some business owners to hire a freelance writer, to contribute a steady supply of subject matter; to be shared with friends, fans and followers. In doing so, businesses have more time to get to know their audience, and establish a credible persona, that appreciates the values and opinions; of the business'/brand's loyal supporters. A rewarding and beneficial result, is dependent upon businesses maintaining their focus on personable interactions, that are properly supported by meaningful and remarkable content; that entices and engages the audience.

10 Book Promotion Strategies You May Not Have Considered

As with the introduction of any new product or service, a book's promotional strategy should inform, persuade, and influence, a consumer's decision making. In most instances, persuading consumers to make a purchase, thus increasing the book's sales volume; is the primary objective of a book's promotional strategy. Nevertheless, regardless of your motive, you will have to go out and identify with your audience; and inspire them to talk about your book.

Although a digital public relations firm may employ various marketing methods to achieve your promotional objectives, strategies fundamentally consist of two elements: personal and non-personal selling.

• Personal selling is a promotional presentation, that is made on a one-on-one basis with a potential buyer. Although traditionally this approach would have been done in person, social media has allowed for targeted penetration of the consumer marketplace; through established communities like Twitter, Facebook and Google+.
• Non personal selling consists of advertising, sales promotion, and other such public relations strategies. Although traditionally these approaches would have included print, radio and television, digital alternatives like Google Adwords and search engine marketing strategies, offer targeted and measurable results; at a much more affordable price.

With that being said, the Internet provides authors with a method of communicating with their new and existing audience, that will establish more meaningful relationships, build personal brand and inspire more consumers; to purchase the new book. Here are 10 digital marketing methods, that you may not have seriously considered, but have consistently proven to deliver; dependable results.

1. Submit Your Book to Google eBooks. Given that Google is boasting the largest ebook library available, making your books available there seems to make sense. Of course it’s hard to tell how many sales will actually be generated as a result, but this is true for all of the book and eBook publishing platforms. Sign up for a free Google Partner account.
2. Make Your Website Remarkable. Add video, provide a sample chapter from your new book, offer an entertaining newsletter, and share plenty of interesting content. Not only will remarkable content entice readers, it will also improve your website's ranking; with Google and the other major search engines.
3. Commit to Blogging. Making a conscience effort to author a new post two to three times per week. This will increase website traffic, create brand awareness and attract new readers. As well, it is important to continue to promote your blog.
4. Improve Search Engine Rankings. Implement search engine optimization (SEO) strategies to boost website traffic. To begin with, this will include incorporating your keywords into each page, update your content frequently, and add incoming links from other websites.
5. Create a Press Release. Your press release needs to promote the best points of your book. It must clearly explain why it is a great deal and what it is intended to do.
6. Write Articles and Guest Blog Posts. Aggressively distribute your content to news groups and post links on related blogs. Take the time to focus on industry-specific print publications, trade association newsletters, small newspapers and magazines.
7. Take Advantage of Internet Media. Internet radio programs always need guests and online publications are constantly hunting for new topics.
8. Leverage Social Media. Find your audience on Twitter, Facebook, and/or LinkedIn and engage daily by sharing links to your blog posts, commenting on other people’s posts, and participating in forums where your target audience can be found.
9. Create a Google AdWords Account, and/or a similar account with other recognized PPC providers. Then, carefully author a keyword ad that promotes your book. You can expect that these ads will cost, between 10 cents and $1 per click through. Nevertheless, this is a very effective method of promoting your book online.
10. Include Added Value. special reports, audio recordings, online seminars, workbooks, and other information products that you can use; to help market your book.

A reputable digital PR firm will aim to develop a unique promotional mix, that will effectively and efficiently communicate the author's message, to a focused group of targeted customers. Ideally, the ingredients in the promotional mix, will include a delicate balance of personal selling and non personal selling approaches; that are used to inform, persuade, and influence the consumer audience. All things considered, it is important to understand that it requires the consistent effort of a lot of little things, to contribute to the over-all success; of a book's promotional campaign.

Hire Freelance Writers to Add Character to Your Content

With the recent algorithm updates from Google, both Panda and Penguin, it should have become clear to Internet marketers, that Google will not accept anything less than remarkable content; complimented and delicately promoted by white-hat SEO. Although the recipe for SERP success is as guarded as the Colonel's herbs and spices, some of the algorithm's ingredients, are easy to recognize.

The most obvious element in the elusive search equation, is unique and relevant webpage content. Although industry experts preach that "content is king," I say that a ruling king is only as strong, as his supporters and his kingdom. In this case, well written content is less effective, when showcased on a poorly optimized website; or broadcast to an inattentive consumer audience. As well, a link from a poorly maintained website, can be seen as equally damaging.

When we stop to consider the obvious, website owners should recognize that there is an urgency, to consistently maintain remarkable website content; showcasing current/relevant text, images and video. In most cases, website owners can easily become overwhelmed by their obligations, and quickly get discouraged; by search engine and audience demands. This can often be avoided, if website administrators want to hire freelance writers or a professional copywriter, to help carry the content burden.

The Internet is full of freelancers, who are very willing to commit their ongoing efforts, to maintaining and improving your Internet kingdom. In fact, most freelance writers, copywriters and authors offer their professionalism and years of writing experience, which can make a meaningful contribution to a website's character; and genuinely appeal to the audience.

It Seems Some Experts are Motivated by Money, Not the Truth

In this day and age, it is very common for consumers to use search engines and other Internet resources, to seek-out information about products, opportunities and people. Although it contains a wealth of information, be forewarned that some of it may not be as credible, as we would like to believe.

Unfortunately, because the Web is largely unregulated, individuals have the ability to publish whatever content they desire, and often without question. This becomes the most concerning, when self-professed "experts" offer opinions and make comments, about companies, products or people, they have no experience with; or knowledge about.

Therefore, before accepting a post or comment as truth, I recommend that consumers be as thorough with the people who are offering-up expert opinions, as they are about the topic they are researching. With that being said, here are a few questions to ask yourself, before determining how much weight, should be placed on an "expert's" comment or answer:

1. Does the so-called expert have a profile pic?
2. Is the so-called expert using their real name?
3. What do the major search engines say about this person?
4. What credentials does the so-called expert possess?
5. Is the expert being compensated, for offering their opinion?

Regrettably, many of the so-called experts on forums and question/answer websites are asserting themselves as authorities on a wide range of subjects, that they have no mentionable education or experience in. And because most of the Q&A website do nothing to establish the credibilty of "expert" members, this practice is completely unregulated and extremely dangerous. What makes the situation worse, is that many of these experts are motivated to answer the question, by the promise of a monotary reward. In fact, it would seem that many of these "experts" want the money, more than the truth!

Some Smokers Believe Branded Cigarettes Are Less Harmful

 In a recent survey, more than twenty-five percent of young smokers aged 16 to 25, said they believe cigarettes in branded packaging are less harmful than those packaged in a plain design; based on the packaging and design alone.

Because many young people are not fully aware of the risks of smoking, the aggressive branding strategies employed by Tabacco companies, such as glitzy and eye-catching packaging; can be more persuasive. In fact, one in six young smokers surveyed said they would consider the pack design when deciding which cigarettes to buy. Furthermore, 12 percent surveyed said they would choose a brand, because it was considered "cool."

Although tobacco advertising is banned in several regions, tobacco companies can still make effective use their packaging to promote their brand and mislead consumers. In perhaps the strongest and most disturbing example of this misconception, 25 percent of regular smokers aged 16 to 25 believed a branded pack of cigarettes, was less harmful than another.

In light of the mounting evidence of this aggressive brand building strategy, governments from around the world are considering adopting Australia's progressive lead, and banning all eye-catching designs and branding from cigarette packaging; to deter young people from being lured into smoking. In a desperate move to preserve their precious branding opportunity, the Tobacco Manufacturers' Association argues that the introduction of "plain packs, would likely lead to yet further increases in the illicit trade in tobacco products, by making them much easier for a counterfeiter to copy; than existing branded packs."

Supermarket Copycat Branding May Have Duped Holiday Shoppers

Are Supermarkets using copycat branding techniques, to make their own products resemble popular, branded goods? Officials are concerned that shoppers may have been duped into buying products they didn't want this Holiday Season, because of confusing product branding. Many experts have voiced concern, that the copycat practice is intentional, and meant to persuade consumers.

"There are a range of ways that we could change the trademark legislation to not just trademark the name, but [also] trademark the look," said one Food and Grocery Council executive.

An associate professor from the University of Western Australia, says that supermarkets are "pushing the limits" of what is considered legally acceptable, under trademark law. Although there are a variety of laws, that are designed to prevent companies from copying the brand building efforts of other businesses' products, trademark laws are not doing enough to protect manufacturers; or consumers.

Establish and Build Trust With Branded Content

After reporting a drop in spending in 2010, a recent study suggests that corporate spending on generating and distributing custom branded content, has reached its highest level ever; on average. In fact, according to a recent study, U.S. firms have spent an average of $1.91 million this year; on branded content. Of that, the report attributes approximately $450,000, or nearly 25% of spending, to digital PR services and other forms of electronic branded content.

Businesses' primary motivation for creating and broadcasting branded content, among almost half of companies (49%), was to educate new and existing customers. The motivations for brand building that followed education, included customer retention and upselling of products or services; which werevery closely tied for second place.

Furthermore, the study also determined that generating meaningful branded campaign content, also contributed to establishing and building a trustworthy online reputation; and consistency in a businesses' brand. When a business' sales team’s message works in cooperation with branded content, and the message is effectively broadcast in social media and across the Internet, businesses can quickly become a reliable, trusted source of information.