FIVE REASONS YOU SHOULD GET YOUR BUSINESS MOBILE

 Photo courtesy of Social Axcess

The use of Smartphones is growing more with each passing year for everything from browsing to banking. Chances are you as a professional have a Smartphone yourself! That having been said, Mobile Marketing is on the upsurge. If you're not on top of Mobile Marketing you're not doing yourself justice just as not having a Social Media presence is leaving you in the dust of your competitors. Still not convinced that Mobile Marketing is important? Consider these facts:

Social Media sites are viewed the most on Mobile phones. In fact, according to a study done by Cision, 28% of 18-34 year olds check Facebook on their Smartphones before they get out of bed.

Text messaging will increase to approximately 8 trillion SMS this year (2012) alone.

With the increase of Smartphone technology, videos can now be viewed almost anywhere at anytime. If you're one of the many businesses using video to promote your brand, this is something to be aware of. If you're not, video may be something you'll want to consider as part of your marketing streams.


Through Wi-fi and mobile phone tracking, more businesses are succeeding with Location-Based Marketing.  Meaning they're offering promos, content and more based on where their target market is at that precise moment.


Mobile banking is on the rise. More and more banks are offering clients the opportunity to do everything from purchasing things via mobile to money transfers and more. That said, offering the option of mobile payment can make things more convenient for clientele, upping your customer service to a higher elevation.

5 TIPS FOR BUILDING A SUCCESSFUL MARKETING PLAN

1. KNOW YOUR TARGET MARKET
If you don't know who you're marketing your brand to, you're missing your mark. Developing a clear, concise list of who your target demographic is what's going to help you make those tough decisions about what marketing avenues you're going to choose. List everything from their gender, income and location to their age range and interests. And make sure you choose the right paths to market to that demographic. If you don't, you won't achieve the best ROI.

2. KNOW YOU'RE BUDGET
This is crucial for start-up companies. If you don't have a set marketing budget for the year, you're throwing money to the wind. Knowing what you can and can't afford is what is going to help you determine what marketing avenues to take, which to avoid and which to set aside for later (when you have a more substantial budget). It will also be a great indicator of just how mainstream or how creative you're going to have to get with your marketing. If you have a substantial marketing budget, you'll have more mainstream options to choose from (ie) print advertising, online directories, etc. If you have a less-than-desirable budget, you'll have to actively look for no-cost opportunities, network your butt off, be extremely mindful of where you do put your dollars and be strategic in your plans. And you will need a budget. (Remember that business cards, web sites, etc are all forms of marketing!)

3. INCLUDE AT-COST AND NO-COST OPTIONS
Developing a marketing plan isn't just about listing the marketing tactics and mediums that will cost money. It's about listing marketing tactics and mediums that won't cost money as well. And there are no-cost options. It's merely a matter of being creative, strategic, open to opportunities big and small and a ton of research.  Focusing all your time and energy on only the mediums that have a price tag won't necessarily get you ROI. At the same time, you must spend some money to effectively market yourself, so don't expect to be able to solely grassroots market your brand in a highly competitive industry like our beloved wedding industry with absolutely no funds at all.


4. INCLUDE A SOCIAL MEDIA PLAN
Companies across the globe are now incorporating a Social Media Marketing Sector into their Marketing Departments and for good reason. In this day and age, social media and mobile marketing is as important in marketing your brand as the more traditional methods. It's not just about print, online, direct mail and email advertising anymore. It's about real-time marketing as well. Be sure to add this  category in your marketing plans.

5. REVIEW, REDO OR TWEAK
So you did a marketing plan exactly one year ago today. Bravo. Now it's time to review it and decide what worked for you and what didn't. If you've spent a lot of money on a particular medium that didn't bring you at least one to three inquiries then it's time to change course. Marketing is expensive and if you're not getting the ROI that you expected you need to change your strategy and focus your dollars on another medium or strategy. In some cases you may have to simply tweak your marketing plan (ie) make your ad bigger, combine your ad with an online presence, increase your social media marketing or purchase more of the good stuff that got you leads. In other cases you may have to redo your plan altogether. Reviewing your marketing plan and adjusting it every year is what is going to continue the success that you achieved in the past year or save you from making the same mistakes twice.

I've said it time and time again. If you don't have a marketing plan you're essentially throwing money away. Draft a clear, strong marketing plan and keep on top of it.  It's not a waste of your time and it will take time. After all, Rome wasn't built in a day and a good, strong marketing plan won't be either.

ARE YOU ON TWIBBON YET?

If you haven't already discovered this nifty little gem you're probably asking yourself...what the heck is Twibbon? Easily put, Twibbon is like a bumper plate sticker for your twitter avatar or profile pic that shows your support for a Twibbon cause. Whether it's an event, popular person, a protest, campaign or more, Twibbon helps get the word out without being invasive or having you beg for "likes" on your Facebook or Twitter pages or spamming people with the same message over and over.

This is a super easy program. Simply create a Twibbon on www.twibbon.com by adding the name, logo and description of what you want to advocate. You can have as many Twibbons as you'd like, but be aware that too many Twibbons will start to overlap one another on your profile pic or avatar.

It's free and it's a spam-free way to get your cause out there. So what are you waiting for?

MARKETING UNVEILED'S FIRST SEMINAR OF 2012

Are you not 'getting' how social media can help your Toronto wedding business? Are you confused as to where to start? Do you have no clue as to what a Social Media Campaign is? Have you been avoiding social media like the plague because you feel it's just "a fad"? Then join us at the Making Sense of Social Media Seminar on February 23rd and get tips on how to increase your presence on Social Media and more importantly, make sense of it all!

5 MARKETING PREDICTIONS FOR 2012

 With 2011 behind us, marketing continues to expand its horizons.With that said, here are a few of our predictions for marketing in 2012.


APs ARE KING ON THE ONLINE INTERFACE

With the explosion of smartphones and tablets in 2011 came the explosion of Applications. I'm not talking about Social Media aps like Facebook or Twitter. I'm talking about aps that not only make our lives simpler but derive from the corporate and retail sectors as well. More and more people are using Aps over regular internet for their consumer needs. What does that mean for wedding professionals? Consider Aps that will make your clients' lives much easier in the planning process. Whether it's for sharing or categorizing photos from their photographer to budget applications for Planners. iwedding was one of the first that we saw to grab onto the Aps phenomenon and run with it - offering everything from vendor directories to seating plans.

CONTENT MARKETING IS EVEN MORE IMPORTANT THAN EVER

I've mentioned over and over that when it comes to marketing, content is king. There's a favourite example that I like to use when discussing content marketing. "No one gives a damn that you had a ham sandwich. Share where you got that sandwich and their web site and you've provided relevant content". Well, in 2012 content marketing is going to be even more important to drive web traffic -- specifically blogs. With social media being a staple in consumer's lives, wedding professionals need to give their Facebook Fans or twitter followers a reason to go back over and over and realize that you are the professional for them.

EMAIL MARKETING RISES FROM THE DEAD

There was a rumor that Email Marketing was on it's last legs as far as marketing was concerned. With the latest Spam-filters being tighter than Obama's security team and the new expectation of including the opt-out option with marketing emails and newsletters, many thought that Email Marketing had reached it's end. Not so. In fact, consumer purchases will continue to purchase through email marketing by 10% over the next few years according to Forrester. What's changed to bring Email Marketing back from the dead? Smarter Marketing. Using mediums like Google Analytics to target our Email campaigns is what will make email marketing more profitable and more successful over 2012.

MOBILE MARKETING HITS AN ALL TIME COMPETITIVE EDGE

In 2011, I had predicted that Mobile Marketing was going to be one of the top marketing tactics to watch for.  Much like Aps are quickly becoming king in the court of marketing, mobile marketing is giving companies a competitive edge. With the ability to reach consumers locally and in real time, mobile marketing hasn't just gained in speed but has taken leaps and bounds as well. Here's an example: According to the New York Times companies were using mobile advertising to lure customers away from competitors while the customers were waiting in lines to make purchases on Black Friday. If that doesn't show the power of Mobile Marketing I don't know what will.




'BIG DATA' THE MOST IMPORTANT INGREDIENT FOR SUCCESSFUL CAMPAIGNS

The term "big data" has been thrown around over and over and it's exact meaning has never been quite clear with different companies using different definitions. Here's our take: "big data" refers to the collection of consumer and client data -- particularly listening to conversations and feedback regarding their brand, learning about where their brand is being discovered and how, who is searching for their brand, etc. In other words, using market research not just in general terms but brand-specific research and data collection to propel their marketing efforts is the secret ingredient to a successful marketing recipe.

STAGING REINING OVER REAL WEDDINGS

We predicted back in 2010 that Staging would see an increase in usage as marketing ploys in 2011. Boy were we ever on the mark. I remember the days when Real Weddings were the only way to get your talent noticed by potential clients and media alike. Today staging or 'style shoots' -- the art of styling, staging and photographing tabletop designs, theme decor, food and more in classic 'high-fashion' style -- have become one of the most utilized forms by wedding professionals to showcase their talent for design and detail in their portfolios, blogs and as a gateway to media attention. Real Weddings? They still exist in the realm of marketing, whether it's print, online or social media. But it's taken a back seat to style shoots in the eyes of many a wedding professional. After all, staging is controlled, it's directly derived from the imagination of the wedding professional, it's a way to network and experience vendors' talents.... staging has become so prominent in the media and in advertising that one has to wonder if Real Weddings will one day become an endangered marketing ploy. Equally so, we have to ask ourselves if style shoots are what Brides and Grooms want to see or is it the real, nitty-gritty of the professionals "real" client work that is important to them...this is what will determine the fates of these equally talent-based marketing forms.

LINE BETWEEN SOCIAL MEDIA AND TRADITIONAL MARKETING BLURS

Once upon a time there was Marketing and then there was Social Media Marketing. With Social Media here to stay, no longer are the two separate. Social Media has earned it's stripes over the years and proved it's power and that said, it has now earned a spot on the holy Marketing Plan. After all, Social Media is what has been driving sales for the majority of companies out there. With the ability to spread branding messages quickly and across numerous platforms, the number of people utilizing Social Media and the opportunity for consumers to receive real-time reviews from a company's customers, Social Media is no longer just another way to market your business but is one of the

5 TIPS FOR MAXIMIZING YOUR PR WITH SEO

Photo by Ryder Media

When it comes to publicity and PR online, ensuring that it's compatible with Search Engine usage is key. Here are a few tips on ensuring that your news will get out on the search engine bandwagon and get the attention you desire.

KEYWORDS, KEYWORDS, KEYWORDS!

By now you know that one of the prime aspects to Search Engine Optimization is keyword usage. That said always make sure that your press release contains relevant keywords to help it get noticed by the right audience. However don't go overboard on the keyword usage! You want your press release to be readable, not appear as a thesaurus! In the average 400-count press release, 4 - 5 keywords is best. Avoid using any more than that as too many keywords will merely confuse the Search Engines.

HEADLINES ARE AS IMPORTANT (IF NOT MORE) AS YOUR CONTENT

Make sure that your Headline for your press release is attention-grabbing yet at the same time, simple and to the point. Since Search Engines search from left to right, use one or two keywords within the first 50 - 100 words.

THINK LIKE A TWEET

In the age of Social Media which is the number one way of sharing information, try to showcase the top content in 140 characters or less. This enables those who wish to share your news to do so via ReTweet on Twitter and postings on Facebook without losing important details.

DON'T FORGET LINKS

Links are king in everything from blog posts to tweets. That said, be sure to use hyperlinks where possible or needed in your press release to further guide your audience to the main source of your content or news. For example, hyperlink a specific keyword to your web site.  But be careful of how you do this. Link a specific -- and relevant -- keyword to your homepage but save other linkage of keywords to more relevant pages from your web site. This saves your audience time and effort in getting to the right information.


INCLUDE OTHER FORMS OF MEDIA

Including images, videos, podcasts, etc in your release will not only aid in making your release that much more engaging or, in some cases, further explain specific points, but may also be indexed on search engines which could increase traffic.

HIDDEN MARKETING GEM: WHAT YOUR EMAIL SIGNATURE CAN DO FOR YOU

Unless you operate out of a cave, you have email. In fact, more than 50% of your business is likely conducted over email. So if you have email, you even more likely have an email signature. (If you don't, create one pronto!)

Now take a look at your email signature. What's in it? Hopefully you're seeing your name, title, phone number and web address that links to your web site. Yes? Good. Now what else do you see? ... Keep looking...Nothing? Then you've missed one of the simplest (not to mention FREE) marketing tools out there!

By simply adding a short sentence to your signature that references a special promotion you're holding, shares some exciting news about your product or service, links to a subscription to your newsletter or blog or heck, just reminding your email recipient about a special service you offer and linking to a specific page on your web site, you are marketing yourself.

And in the most subtle of ways. There's no spamming prospective clients. No money spent on flashy ads that just may not work. No double issue commitments. No sales calls. Just a simple one liner at the end of an email.

Simple. Effective. FREE.