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marketing consulting nial mcgaughey popular mechanics social social marketing social media social media marketing social media rockstars posted in social media february 29 2016 what you re paying for with big marketing by jessica dally quite some time ago i had what i thought would be the great privilege to work with a huge marketing firm i was very excited about the project as i was going to get the opportunity to see how one of the world s leading global public relations firms handles marketing social media and the like i was thrilled to have such a great opportunity to look inside such a huge marketing juggernaut and to learn from them whatever there was to be learned but more importantly i was extremely excited about a specific project they were suggesting for the tiny nonprofit i was working with at the time as a consultant learning from the gurus you see just prior to this consulting gig i worked with techsoup global and helped to run their digital storytelling challenge we had a very small team of folks to run this international competition while we had in my opinion knocked it out of the park like any other huge project done by a small group of people with a ton of other projects going on at the same time there was certainly room for improvement this huge international marketing firm was suggesting something fairly similar to the digital storytelling event we had just completed at techsoup it would be easier to run as it only involved photography rather than both a video and photography component as we had done at techsoup unlike the techsoup challenge it was only going to be open to folks in the us rather than all over the globe cutting out a ton of complexity and of course with the huge global presence of a marketing firm with over 70 offices worldwide who contests all the time marketing for some of the biggest companies in the world watching them run something like this should be amazingly educational right learning how as i sat in on the meeting a ton of the logistics about the contest didn t seem to come up so i asked about them there didn t seem to be much thought or knowledge about how these basics would work these things hadn t even been considered i should add that i wasn t talking to the high level idea people no these were the people who would make this project happen for us finally i asked the big question the one we had struggled with at tech soup and the one that provides for a ton of really tricky concern as if you do it wrong you can get into a ton of hot water rules you see each state has a ton of different rules about what is allowed when it comes to contests use the word raffle in some states and you ll be in serious trouble cause now you re gambling aka no one can pay to enter your contest and your contest has to be a contest of skill not chance and this is where my mind was blown it wasn t that they didn t know off hand about how rules for each state would be handled no that wasn t the shocker they didn t even know they didn t know that there was even a concern about rules regarding contests they didn t even know that there were rules that existed for contests they didn t know this would be an issue or something to even consider i m not sure if i did a decent job of hiding my shock at this or not i doubt it these people are paid big bucks in this case more than 350 for a blog post with a few words and some pictures as an example and they didn t even know that contests have rules i can t recall how much they were charging for the contest portion of the marketing contract it was a lot that may not seem like a huge problem but if they don t know that there are rules around this sort of thing what other hot water might they get our tiny nonprofit into what other thing might i need to watch for is it possible that we could get into serious legal issues because they don t even know what they don t know and with the huge cost of what we were paying for shouldn t we be able to expect they would have our back legally shouldn t that kind of thing be a given from a major global marketing firm the answer is no you shouldn t expect that from a major marketing firm apparently you shouldn t expect that from the majority of marketers you work with the take away so find someone who knows better find someone who thinks is there something we need to look into here legally before we do this thing just because you pay through the nose doesn t mean you re getting what you pay for leave a comment tags facebook facebook advertising hiring a social media manager large marketing firms marketing marketing consulting marketing firms non profits nonprofits social social marketing social media social media marketing social media rockstars posted in social media february 23 2016 who is doing your social by jessica dally who is doing your social are you sure you know usually when people hire a marketing firm they believe they re getting a professional marketer to do their marketing but is that really the case just recently i came across this post on facebook and it absolutely blew my mind and then i realized i really shouldn t be too surprised you see it s not that i don t know who is offering up a lot of the social media consulting i do but do you notice nothing about actually selling product almost anyone can capture leads but can they actually sell isn t that what you re paying them to do do yourself a favor take a look at job postings for social media jobs look specifically for job postings for agencies looking to hire people and since most of you are too busy to do that i ll tell you what you ll often find who is doing social first you ll find people hiring for agency jobs often looking for people with little to no true marketing experience required other than experience why use social media and often these jobs pay minimum wage if they pay at all sometimes they re hiring interns and interns only and yet the job makes it pretty clear they aren t offering much in the way of training as they want this new hire to be competent at most of the job tasks without any supervision here s the thing folks using social media and selling on social media is not the same thing just because someone has a lot of friends on social doesn t mean they know anything at all about how to actually get people to your event or sell your product indeed having worked with many newbie social media managers it s often true these folks know little to nothing about how to actually sell via social though they usually assume they do being a popular kid doesn t actually sell product certainly not unless you re a celebrity and sometimes not even then the most important thing for you to consider is that a number of these marketing companies are hiring people you wouldn t hire if you were hiring your own marketing person to do marketing in house certainly not for the price you re paying them for their services and yet many people hire marketing companies assuming they are getting experienced marketing professionals for that matter many people are hiring the consultants like those being trained above assuming they are hiring marketing professionals they don t assume they re hiring someone who has a few months if that of marketing training under their belt most of which focused on how to sell their business to you and not how to sell your business and its products or services a short training program isn t going to make you competent at selling via social what it might make you able to do is convince people that you re a social media rockstar so how do you hire someone to sell your business the same way you hire for any position results if you re hiring for a salesperson you want someone who has a proven track record of selling so hire a social media person who has a proven track record of selling don t focus on click through rates look for someone who has built pages grown followings someone who can get people in the door if you have a brick and mortar shop and someone who has sold product if they can t prove that they can do this for you through their past efforts find someone who can leave a comment tags advertising hiring a social media manager marketing marketing consulting marketing firms social social media social media marketing social media rockstars posted in social media february 2 2016 social media results by jessica dally most marketers will promise results to you but the results they promise are things like ctr or likes on facebook i m going to suggest to you that these aren t results they are fluff at least they are once you ve established a firm community on social media you see once you have an audience you shouldn t simply be looking for likes what you need is sales or for a nonprofit donations and for things like events you need people in the door but for whatever reason most marketers won t tell you they can make those things happen now i will give a caveat if the event stinks or the product stinks no one can sell that but if your product is good if your event is good a good marketer better be able to get people in the door or get a product to sell and yes it should be obvious that social made it happen don t believe me this instagram post had at least two people come in on a single weekday to see the bike and a number more asking about pricing two people doesn t sound like much but on a rainy weekday in january that s actually pretty huge we re not sure yet how many came in over the weekend to see the bike and these are just the folks who told us how they knew about the bike i have plenty more stories of proof of sales and event turn out to tell later but for now this is about getting people in the door during a time when no one comes in it can be done don t pay for someone who isn t willing to make that happen a good marketer should be able to show you actual results not just people clicking leave a comment posted in uncategorized january 20 2016 marketing the impossible by jessica dally every once in a while as a marketer you re asked to promote something you just don t think you can sell it may not be the product or the event itself often the problem is the timing or something else outside of your control just such a case happened last winter you see winter in the motorcycle industry is not particularly friendly few people are thinking about riding when the weather is cold and wet but when a major brand says they re coming to your shop on a specific day you don t get a choice in the matter and so it happened that i had to promote an event that would happen at what might well be the very worst time ever tuesday in march at a motorcycle shop that s hard to get to on weeknights or really any time after about 3pm what to do there are a couple of choices when you have something like this to promote you can go all in trying absolutely everything to see if anything will stick or you can decide to save your money for something with a larger pull i decided not to spend too much money on this event knowing that i had a limited audience to pull from on a weekday what i did know is that if i targeted my audience correctly i might just stand a chance of getting people in the door maybe so that s what i did while the brand had done some advertisement it really focused on general advertisement all over the us that basically said we re coming to a dealership near you check out this page to see where nothing that specifically told them to come see us nothing that highlighted our shop in any meaningful way that was going to be up to us competition and it was going to be a huge sell our local competitors had much better slots one of the big shops to the north had the saturday slot big city saturday and here we were at a shop that s hard to get to on a tuesday ugh so what did i do well first i sent out our email blast with an open rate of over 50 our customers would certainly want to know if there s something going on at the store we would make sure to tell them after all we were joking that we d have 6 people in the shop 5 more than the usual 1 we see at this time of the year and we might not have that if we didn t send our email blast and then i did what i knew would be the most focused and least expensive marketing i could do i advertised on facebook for 15 i could very accurately target people i thought would have an extremely high likelihood of showing up at the shop but would it work the day came and almost immediately we were all blown away people were showing up at the shop all day and it wasn t just our regular customers when all was said and done we had about 100 people in the shop a miracle for a tuesday in march and of those 100 people about 75 80 were customers who were new to us that is amazing for 15 we had a much higher turnout than we ever expected and more importantly we had more new customers in the door than we have ever seen before at any previous event needless to say that was easily the best 15 i have ever spent on advertising many may think that 100 people isn t a ton of people through the door and for some businesses that would certainly be true for a motorcycle shop in march on a tuesday none the less it s absolutely huge spend spend spend when people tell you that you need to spend big money on facebook what they re telling you is that they don t know how to run facebook ads well a lot can be done with 15 1 comment tags advertising audience conversation facebook facebook advertising marketing nonprofits social marketing social media posted in social media january 4 2016 selling it on facebook by jessica dally while many dealers advertise their used bikes on facebook the way you go about advertising makes all of the difference between spamming your audience and giving people something they want so much they are excited not only to see it but to share it with their friends one of the used bike ads i created was shared and tagged over 15 times that s 15 times people actually advertised the bike for me think about that if you re thinking that s not a very large number for a used bike in a small market it s huge this isn t all that unusual many bike ads have people sharing them or tagging friends they think might be excited about the bike but the important part short of a handful of bikes all of the used bikes i ve put on facebook have sold within a week or two of posting them on facebook these are bikes that had sat on the floor for quite some time prior to being put into a facebook ad of course how you write these ads makes all the difference and therein lies the key do it wrong and people will hate you do it wrong and you re just another gold chain wearing used appliance sales person but do it right and not only will people be excited to see your ad they will help you spread the word facebook advertising has changed there is no easy button but when you create ads that people like it isn t just cheap to advertise people will help you make the money you spend go even further learn more at www 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