Walt Denny Inc. Blog

Getting (More) Social: Exploring the New Google+

Business marketers have new opportunities to connect and collaborate online with customers, prospects and others via Google+, one of the fastest-growing social media websites.

Since its beta launch in mid-2011, the new network - from the people who developed the world's most visited website - reportedly has attracted more than 62 million users, and an estimated 625,000 new ones join each day. Some researchers predict that the site will hit 400 million users by the end of 2012. (Facebook currently has over 800 million users.)

Google+ is one of the fastest-growing social media websites, with features that can potentially create value for business marketers.

Tapping into B2C Social Media for B2B Companies

Are you doing all you can to reach the person at the end of your supply chain - the consumer? That's a person who can be influenced - and be influential - on social media. Nielsen research found that 53 percent of active adult social networkers follow a brand, while just 32 percent followed a celebrity.

Furthermore, Mashable found that 77 percent of consumers interact with brands on Facebook by reading posts and updates; 17 percent said they share news and experiences about the brand with others. According to Hubspot, 42 percent of businesses have acquired a customer via a company blog.

Winning with a True Green Marketing Message

Green marketing is nearly ubiquitous as an integral tool for many marketing teams. The best way to promote sustainable products, processes and initiatives is to pursue sustainability's triple bottom line - people, planet and profit.

There is also a wrong way to market green. Even in the early 1990's 'greenwashing' was a recognized term being used to decry false green merits that companies were promoting. Simply put, greenwashing is a misleading, can't-be-backed claim - and at its unfortunate worst, a plain lie.

With green marketing's maturation and sustainable construction's unlimited growth potential, deliver authentic messages targeting the head and heart for compelling attraction to your green brand.

Be Social, Be Memorable in the Robust Home Products Web Community

In the high energy, high volume digital realm of residential construction and home improvement, social media is a tactic that can set product and service providers apart.

Think of all that the Web holds about "homes": loads of floor plan sites, tons of DIY videos, an ever-growing number of design idea sites, many millions of inspiring photos and numerous niche portals for kitchen & bath, basements, outdoor living and curb appeal.

 
Cast a tremendously wider net for prospects by tying together your social media efforts and creating interaction to energize brand awareness.

Debunking the Myth that any Publicity is Good Publicity

With major missteps from large corporations like Groupon and The Gap, some marketers think the quickest and easiest way to garner media attention is through staging a crisis. Often referred to as mea culpa marketing, where an organization will stage a stunt - anything from insensitive commercials or a seemingly thoughtless rebranding - this risky tactic can cause more long-term damage than short-term benefits.

Mea culpa marketing has a simple equation. Pull a stunt to get attention, then immediately follow up with an apology. Of course, once the first news cycle is over, the company works to win back public favor. This is hardly a smart strategy to improve your reputation or even a short-term initiative.

It takes a strategic marketing and public relations plan to cement your company's credibility, thought leadership and capture mind share to reach your goals.

Be Seen with the New Facebook Layout

Recently Facebook rolled out a newly redesigned Fan Page, opening up new opportunities for optimizing the visual aspects of your brand. While it is important to share great content, having strong visual branding will keep visitors on your page and get your message across in an instant.

The redesign includes a new layout with more space devoted to your brand, housing Facebook ad content only in the right column and new navigation options on the left. This means your Facebook page can be more cohesive and visually give more attention to your company. In addition to the profile photo, a horizontal photo strip runs along the top of the page displaying your most recent photos or photos you'd like to feature. This layout now looks more similar to personal Facebook profiles. Take advantage of the photo space to really brand your fan page. Choose a powerful profile brand photo, as it is the first thing the visitor will see. Keep it large enough to make an impact, but keep in mind that the navigation box is now located under your profile photo, so try to keep it above the fold.

Sherwin Williams' fan page is a great example of a simple way to use the photo strip for visual branding and strong messaging.  To see a new Facebook Photo Strip done well visit http://on.fb.me/k2zpeG.