Email is the unsung hero of social media. It has proven itself as a marketing tool to nurture leads, widen sales channels and deepen relationships. However, most people tend to refer to it as an email ‘blast’. By simply calling this valuable tool a ‘blast’ we are not acknowledging its indispensable capacity to interact with your audience. In fact, by calling emails “blasts” indicates you believe that the old marketing methodology still works.

We live in an age where your prospects and customers can turn off your message with the simple click of a button. DVR’s, Spam Blockers, Image Blockers, Caller ID, and Do Not Call registries are just a few. And the list will continue to grow. The consumer has grown callused and apathetic to most marketing messages so your approach to marketing needs to beg a different discipline.

It starts with the language you are using. Let’s start calling emails “sends” or “messages.” Just by referring to them differently we can start to view email in it’s proper light.

For instance here are three extremely beneficial features that you can utilize just with email:

Personalization: The ability to customize the content so it appears like a personal message, not just a generic ‘blast’ to anyone and everyone.

Dynamic content: A relatively new feature for most emailers, it is based on using a single message template with several customizable fields. Dynamic content allows you to construct multiple versions of highly targeted, specialized messages that speak to each subscriber individually. (More about this in future blogs)

Segmentation: One of marketing’s fundamentals, using email we can segment your lists into behaviors, interests as well as demo and geographic targets more easily than ever before.

So let’s start interacting, not transacting.

CGT Marketing, Social Media Email, interactions

Every day you and I are being told about some incredible example of how social media helped a company. It is certainly a hot button topic amongst the media. Like any topical story there is some misinformation being disseminated. To help you decipher fact from fiction here are some social media myths and truths we have experienced.

Myth 1: If you build it they will come. It doesn’t happen like that. Most businesses are not selling something so exciting that people will flock to their page, blog or forum just because they are expressing themselves.

Truth: Build social media pages, such as a Facebook Fan page, with a theme that your prospects can relate to and connect with. This means having a true understanding of the emotional benefits your customers get from using your service. For example, let’s take an insurance company. Not the most exciting service and in truth, quite dry and enigmatic. Instead of creating a fan page with just the name of the company, why not create a page on “being safe.” You can link to thousands of sites and publish a tremendous amount of content that will be of interest to your clients/prospects and “fans.”

Myth 2: Everybody is using it. With so much press it seems that every single person is using social media. That is so off the mark it’s not even funny. There are a significant number of people who don’t bother spending the time. For instance, LinkedIn has over 40 million people as members, yet they only receive 15 million unique visitors a month. In addition, your business is unique and is defined by the customers/prospects you attract. Their behavior is what determines what media you should use.

Truth: At the very least, most companies should be listening to the conversations online to see if their target markets are actually using social media. What we have found, across many industries, is that for the most part it’s a mixed bag. This means most companies still need to use traditional marketing methods and “carefully” enter the social media environment.

Myth 3: We can handle social media in-house. To forward looking organizations that have the in-house talent, time and resources, this might be true. However, for the majority of organizations the amount of time and resources needed to invest are just not available.

Truth: The social media landscape is evolving. It’s a constantly changing environment with new technologies and features being added and developed at a breathtaking pace. What is most important is that you gain a true understanding of the time and resources that are needed to use social media to your benefit before engaging. There are several people that can help (including us).

Myth 4: Social media is free. Most of the tools are free (Facebook, Twitter, LinkedIn, Flickr, YouTube, Ning, FriendFeed) but there is a cost for integrating them into your marketing mix.

Truth: Your organization needs to create a line item budget for social media. Average campaigns can cost $25,000 – $100,000 or more depending on the strategy and tools you use.

Myth 5: You can’t measure the results. With all the different tools and information, there is a fear that the overwhelming amount of data won’t provide measurable metrics that are in sync with your goals.

Truth: With the right strategy and a simplified approach to defining performance goals, social media is easily quantifiable. However, the amount of information can be deadly and we highly recommend speaking to a knowledgeable source to help you make it simple.

What myths have you encountered?

CGT CGT Newsletter, Marketing, Social Media, social media myths Add new tag, myths and truths, Social Media

Not sure what to do or what to use?

If you feel this way, here some helpful tips we’ve learned and developed over the past couple of years.

• Accept the fact you will never catch up. Social media and all the applications available are exploding at a rate that’s faster that we can ingest. It’s okay. If you have a solid strategy in place then assessing new applications and media becomes easier.
• Deploy a new strategy. Marketing is in transition. Technology, population shifts, Internet are all driving new methods of communication. We have developed a formula that encompasses this new paradigm. It requires a cultural and perception shift from pushing communication to creating interactions. The go-to-market strategy for firms like yours needs to be based on interactions, not transactions.
• Start small. Social media can, and is, very time consuming. It requires a lot more attention than you may be used to. Consider starting a blog. It can become an anchor point for social media strategy.
• Test. Test, test and test some more. We all want the code, the silver bullet, the light switch that turns on so we get website traffic, conversions, leads and sales. However, this does not happen often. Marketing is the great big experiment and needs to be approached that way. Each marketing campaign, social media effort needs to be watched tweaked and improved. If you find something is working well, that becomes your benchmark to beat.
• Don’t shy away from failure. Sure it would be great if everything you did worked like a charm. However, marketing essentially puts your message into an environment you have no control over. So give yourself a break, accept the failure but most important learn from it. Some of our greatest work was the result of some marketing mistakes.

Do you feel overwhelmed?

CGT Marketing, social media myths marketing strategy

Here are the results of our findings:

1. To find product/industry information:

• 59% still read print trade magazines
• 64% go to trade magazine’s websites to find product/industry information.
• 98% will search the internet to find product/industry information.
• 63% read direct mail
• 22% refer to social media (blogs, networking sites)

2. As compared to a year ago, do you read print magazines more or less?

• 44% said less
• 10% said more
• 46% said same

3.  As compared to a year ago, do you refer to magazines’ websites more or less?

• 27% said less
• 28% said more
• 45% said same

4. As compared to a year ago, how often do you use the internet to find product information?

• 3% said less
• 78% said more
• 19% said same

5.  Considering a product for purchase, which companies are you most likely to contact?

• 87% said those who advertised their product
• 13% said those who do not advertise

Interestingly buyers are still relying on some of the traditional methods of business communication and those newer methods are making an impact. There is a generational divide in the adoption of the new media. For instance, targeting a primarily young (under 35), technically savvy audience will most likely see a larger gap between print and internet-based tactics. Targeting an older audience (over 45) will see more print dependency and less social media.

The takeaway from this research shows there is a change in where your advertising efforts should be directed. The key understands your market to determine how to structure the most effective mix of strategies.

Share your opinions…

CGT CGT Newsletter, Marketing, Social Media B2B, survey

I’ve put together a exciting new workshop/seminar that can help your business. With all the talk about social media, I felt it was time to offer some clarity and direction. I hope you can join me on April 13th for: How to use Digital and Social Media to get business now!

With the increasing pace of business and the popularity of online social networking sites, it becomes difficult to decide what to do and how to get involved.

This fast paced 2 hour seminar/workshop will teach you effective strategies to create opportunities and business from the ever-expanding universe of digital and social media. CGT Marketing’s Mitch Tobol will provide a clear roadmap for you to begin the process of using this important media. Even if you are an experienced user, you will learn insights that will improve the performance of your existing programs.

Join us and learn:

• Where and how to start
• What are the best tactics for your organization
• How to measure the effectiveness of social media
• What to do right now to start getting results

We will cover some of the successful strategies for a variety of tactics including:

• Email
• Twitter
• Facebook
• LinkedIn
• Online advertising
• Blogs

The Place:
The Huntington Hilton
598 Broad Hollow Road
Melville, NY, USA, 11747-5002

1-631-845-1000

The Date: Tuesday, April 13, 2010
Time: 8 :00 - 10:00 AM
Cost: $69 per person advanced registration ($85 at door)
Speaker: Mitch Tobol

The workshop will be followed by an open networking/card exchange for all of the participants.

REGISTER NOW!!

Mitch Tobol is a well-known marketing expert, thought leader, strategist and Partner in CGT Marketing, LLC focused on helping companies grow by using profitable strategies and tactics. Mitch was involved internationally with the New York State Department of Economic Development GEMS (Global Export Marketing Services) Program assisting local companies establish international distribution and representation. He has taught a wide range of courses at local colleges including C.W. Post and Long Island University and presently teaches at Hofstra University.

He is a sought after speaker and trainer on many topics including: The New Marketing Paradigm, Branding, LinkedIn, Twitter, Facebook and Email and Social Media strategies. He has appeared on Cable TV and interviewed on radio. Continental breakfast will be served and workbook included.

Don’t miss this valuable seminar/workshop.
Space is limited so sign up today!

admin Marketing ad agencies long island, advertising agencies long island, Marketing Agency NY, Mitch Tobol, Social Media

The Perfect Fit—
Where client and agency align for success.

CGT Marketing is a resourceful, full-service business-to-business advertising and marketing agency specializing in developing and implementing customized, results-oriented programs for mid-size and larger companies. Our colleagues and clients recognize us as one of the outstanding ad agencies in Long Island. From strategic planning to the roll-out of multi-faceted, multi-media communication, branding, and marketing campaigns, CGT is the Long Island advertising agency that knows B2B and all the best practices. We get your message to the right audience by creating advertising campaigns, promotions, e-commerce solutions that fit your needs and surpass your expectations.

Working from our creative offices on Long Island and serving the tri-state New York, New Jersey and Connecticut area, CGT has a full complement of expertise in marketing and advertising, implementing a full arsenal of techniques from direct mail to viral marketing.  We know many of the unique challenges of mid-size companies and individual needs of different industries from industrial manufacturing to dental materials and equipment.  And when we don’t know something, we’re a quick study.  CGT is the quintessential all-purpose “ad agency long island,” from captivating print materials to energetic websites, web-marketing, internet marketing, and e-commerce. 

Our expertise gets measurable results in all facets of media.

Clients describe our print work as “compelling,” as we grow their businesses through targeted direct mail and sales promotions, intelligent and stylish magazine campaigns, timely press releases and public relations, brochures, logo design, and package design, as well as collateral sales materials, including point-of-purchase and trade-show materials, including interactive presentations.  Every website design and e-zine we create reflects the personality and philosophy of the company it represents. Whether we use a sophisticated flash opening or a quietly elegant introduction, our creative team integrates pictures and text, music and color, message and information to develop interactive websites that target and connect to the consumers you need to attract.  We also have experience in creating global, multilingual advertising and marketing materials.

Our experience with midsize and large companies includes a broad range of industries from aerospace to global transportation, from precision manufacturing to retail sales, from nano-technology to medical equipment, from high fashion to corporate law. We know how to promote the simplest spring or the most complex technology; how to reach the student market or the global marketplace; how to craft a message for a prestigious law firm or a start up business; how to breathe life into an ad campaign for a line of dental supplies or fighter jet electronics.

For more than 20 years, midsize businesses have been finding CGT Marketing as the perfect fit to their B-to-B advertising and marketing needs.

admin Marketing Ad Agency New York, Ad Agency NY, Advertisement Agency New York, Advertising Agency New York, Advertising Agency NY, Advertising Firm New York, Advertising Marketing Agency Long Island New York, Advertising Marketing Agency NY, Corporate Branding New York, Marketing Agency New York, Marketing Agency NY, Marketing Firm New York, Marketing Firm NY, Online Marketing New York, Online Marketing NY

Is Twitter right for you?

All the talk, hype, and buzz around Twitter is pretty damn exciting. But what’s the real story? Over the past three months, the number of unique visitors to Twitter’s website appears to have leveled off. Does this mean it’s a passing fad? (In my opinion, this is a result of an increase in websites that are using Twitter’s technology which means users don’t need to visit Twitter.)

There have been a number of documented Twitter success stories but the question I get asked the most is,
“Will it work for my business?”

Here are six questions to use as a litmus test:

1. Are your customers/prospects using Twitter?
2. Have you listened to what they are talking about?
3. Do you have a go-to-market social media strategy?
4. Are you using other social media tactics?
5. Do you know what Twitter is?

If you answered yes to all of the above (question 5 not withstanding) then Twitter may be a great addition to your marketing toolbox. However, if you answered no - you need to do some work to determine whether or not Twitter can be useful.

The decision to use social media must be based on your prospects’/customers’ behaviors, -not yours or even the latest marketing fad. Technology is moving so fast it’s easy to be overwhelmed. That’s why building a solid marketing program based on intelligent strategies creates easier and better decisions.

(BTW, you can follow us on Twitter…:)  CGT twitter

New Tools  |   Marketing “U”

Intelligent Marketing is CGT Marketing´s online executive publication designed to provide news, events, tips and information to help you market your business.

About CGT Marketing:  A marketing group that focuses on corporations interested in using marketing to generate profits. We take an in-depth approach that finds the barriers to positive ROI and create programs and plans to take advantage of your core competencies. For more information, visit our site.

admin CGT Newsletter, Social Media Ad Agency Long Island New York, Advertisement Agency Long Island New York, Marketing Agency Long Island New York, Search Engine Optimization Long Island New York, Social Media, Twitter

January 19, 2010

90 minute workshop

8:00am - 9:30am

Designed for companies that sell to other business.

Workshop will cover strategy, tips and methods for creating business.

$49 includes materials and continental breakfast.

Click here to email for more information: info@cgtmarketing.com

Seminar given by Mitch Tobol of CGT Marketing
http://cgtmarketing.com/marketing-u.htm

admin CGT Newsletter, Social Media Ad Agencies, Ad Agency, Advertising Agencies, Advertising Agency, Advertising Firm, Advertising Firms, Direct Marketing, Marketing Advertising Agency, Marketing Agencies, Marketing Agency, Marketing Consultants, Marketing Firm, Media Advertising, Media Agency, SEO New York, Using Social & Digital Media to Generate Business

There has been more and more talk lately about employee use of Social Networking sites during the workday.  There are two sides to this coin – using social media tools (Twitter, LinkedIn and Facebook) for real business related activity and using them strictly for personal interest.

The ‘Pro’s’
Social Networking sites can actually be effective marketing ‘tools’.  LinkedIn is an excellent networking tool, especially for salespeople.  And believe it or not, Twitter can be very useful in both obtaining and distributing business related information.  Even Facebook has become a place to find information about a company.  Employees should be looking to these sites for information that can help them do their jobs better.  They should also be using them to spread positive information about their company and products.  And why not?  There are millions of people logging on to Twitter, LinkedIn and Facebook every month.  What great exposure.  But how and whenthey do it, and what they say is key.

The ‘Con’s’
Every company with employees who have access to the internet (which is just about every company in the world) is vulnerable to negative communication. Just look at what happened to United Airlines.  An unhappy employee wrote a disparaging (but nonetheless entertaining) song about the company and posted it on You Tube.  It quickly became an internet hit.  And before United Airlines found out about it millions of people tuned in to see this ‘cute’ tune with a ‘not-so-cute’ message.  The implementation of a company-wide Social Media Policy may have prevented this incident from happening.

Social Media Policy
A common complaint heard in many offices today goes something like “That guy is on Facebook all the time” or “She spends more time on Twitter than she does on her work”.  Every company needs to implement a Social Media Policy for internet use. This is extremely important.  A good policy will cover when, and for how long, employees are permitted to use these sites, as well as what they can and can not say.  A good rule of thumb is to allow 30 minutes in the morning and 30 minutes in the afternoon.

Monitor
Companies also need to monitor the internet for any and all mentions about their organization.  This should be done on a regular basis.  There are companies who can do this for you (like us) on a daily, weekly or monthly basis.

It’s a fact that Social Media is a popular business and personal tool that’s here to stay.  Knowing how to properly deal with it in the workplace is what will make your company a more efficient and effective marketer in today’s world.

CGT Marketing, Social Media Ad Agencies, Ad Agency, Advertising Agencies, Advertising Agency, Advertising Firm, Advertising Firms, Direct Marketing, Marketing Advertising Agency, Marketing Agencies, Marketing Agency, Marketing Consultants, Marketing Firm, Media Advertising, Media Agency, SEO New York

Join us for an informative 90 minute workshop titled, “7 Steps to Success with LinkedIn”

November 17, 2009
8:00AM-9:30AM

The Huntington Hilton
598 Broad Hollow Road
Melville, New York 11747
631-845-1000

By now, just about everyone has logged on or heard of LinkedIn. This business/social networking site has hundreds of thousands of users every day. Next to Facebook and Twitter, LinkedIn is the most popular online networking site in the world. Companies are using this business tool for finding new resources, sales people are finding new opportunities and old acquaintances are reconnecting.

So exactly how do you make LinkedIn work for you?

For novices to advanced. Workshop will cover strategy, tips and methods for success:

• How sales people can use it to find leads
• How managers can use it to hire employees
• How anyone can use it to reconnect
• Advanced tips for people who have already been using LinkedIn
• Philosophies about who to link with
• Proper LinkedIn etiquette
• Ways LinkedIn can help you that you probably never thought about!

The workshop will be followed be an open networking/card exchange for all the participants.

Advanced Registration: $49
At Door: $65 (check only)
Note: Registration closes November 15, 2009 at 11:59pm

Continental breakfast will be served.

Contact: info@cgtmarketing.com
http://cgtmarketing.com/events.htm

Don’t miss this valuable seminar/workshop.

Space is limited so register today!

admin CGT Newsletter, Marketing Ad Agency New York, Advertisement Agency Long Island, Advertising Agency NY, Marketing Firm Long Island, New York Advertising Agency