Weekend Reading – January 18, 2013

Posted on in Marketing

How Penn and Teller Turn the Audience Into Social Megaphones – This article identifies an important consideration for businesses when refining their social media strategy. While many business owners are on an endless pursuit of gaining a larger following, they may be overlooking a powerful component of social media’s influence. As the author suggests, instead of focusing only on growing your audience, you need to turn your followers into “social megaphones” for your brand. You may think it is easier said then done, especially since your business is likely not as exciting as Penn and Teller’s magic shows.

However, if you put social media into the perspective suggested by the author, you’ll quickly realize it’s about them, not you. Your followers are an important part of the social media formula. Collectively, your followers have a much broader reach in terms of social connections. On top of that, their connections trust them much more than they will any brand. Finally, you have the opportunity to reach a steady flow of new prospects as your followers promote your brand for you.

The article concludes with a challenge to spend the week thinking about “touch points,” where you can reach out to your customers/followers and encourage them to create content on behalf of your brand. This will create “social ripples” and turn your followers into social megaphones for your brand.
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Bridging the Gap Between Digital, Mobile and In-Store Experiences – How effectively is your business bridging the gap between digital, mobile and in-store experiences for your customers? In most cases, even businesses who are on top of current trends in digital and mobile are struggling to create a cohesive experience between their website, mobile presence and in-store presence. It takes a great deal of planning to bridge the gap. This article looks at how ecommerce developed and changed the way the world does business and suggests ways of bridging the gap so that customers can experience your brand whether at their computer, on their phone or in your store.

While standards for websites are constantly improving, they are not changing nearly as rapidly as mobile technology. It can be difficult for businesses to maintain a professional, well-branded experience that extends to all devices as technology advances. Working with your website designer is one way that you can ensure your web experience is cohesive from the laptop to the tablet to the smartphone. Make sure these experiences reflect your brand and are consistent to your in-store branding and you’ll be well on your way to bridging the gap between technology and your brick-and-mortar storefront.
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