7 Awesome Twitter Ads That Are Killing It

Here are a few recent ads I found that speak louder than any red lettering could, and why I think they rock

The secret to a successful ad creative online is to bring something interesting, memorable, entertaining and/or useful to the platform audience without making people feel like they are being ‘sold’ to.  Marketing has evolved. We (consumers) are no longer moved to respond to big red SALE letters (unless it’s already at a brand website we go to, and it says 70-90% off).

Remember these kinds of ads? Bleh.

Bad-banner-example
Yeah. We are tuned out to this.

Here are a few recent ads I found that speak louder than any red lettering could, and why I think they rock:

This ad creative from Starbucks is quick, interesting, fresh, entertaining and informative. It’s also very memorable. After a few loops, I will never forget the image of that drink jumping out of the phone.

This one is just flat out entertaining. As a Photoshop gal, I immediately went to the thought of, “How’d they do this?” It’s entertaining, first and foremost. It grabbed my attention. Secondly, I discover their cool app which allows me to earn free drinks. Double stars for Starbucks for entertainment and information.

I am not a fan of McDonald’s food, or their company much. But they nailed it with this ad creative. It combines the current event of Coachella with the star power of Kylie Jenner, wrapped in a Selfie/Instagram style photo. The breakfast sandwich is part of the mood and landscape, and it honestly makes fans of Kylie or Coachella want to either jump into the photo or grab a McDs Egg McMuffin. In fact, if you scroll through McD’s Twitter feed, you will see that this ad creative by and FAR outperformed ALL of their other posts. Well played guys.

This one is great because it’s simple and cute. Target took a moment to join in on the fun of a national hashtag as well as throw in brand awareness with their bullseye pup. The result is a friendly brand reminder with a puppy. It’s not intrusive, it’s just cute.

I love so many things about this photo ad. It’s posted from Caitlyn Jenner’s Twitter account with one of her new MAC lipstick colors. The awesomeness of this photo as an ad creative is: it’s multi-faceted. It combines an image that is quick to process, her name on the cup (could be a Starbucks collab ad, too) with the lip print. This photo says SO much in a simple way that is again, not intrusive.

This is one (of many ads) that killed it so much that the Bagel Store in New York now has a waiting list for their rainbow bagels. It’s bright, colorful, tells the story and includes the bagel store signage in the background. The first thing they give you is the colorful photo, though.

This one is probably one of my favorites (and I’m not even a fan of Chevy). I am a fan of Price Ea, so when I saw him collaborating with Chevy, I had to click on it.  The content and his words are so inspiring that I literally was almost moved to misty.  Who cares if it’s pushing Chevy.  It was brilliant.

Got an interesting ad creative to share?  Send it my way, or leave a link in the comments section below.

Why Social Influencers Need to STOP Thinking Small

If you think that social influencers aren’t the next Beyonce’s and Biebers (oh wait.) Then you’re dead wrong. Companies like Target, PacSun and Abercrombie need to start paying attention. FAST.

You’re a big influencer in the social space. You’ve put in your time, built your fan following, built your personal brand, now what?

Beyonce + Ivy Park with TopShop, Kate Moss with H&M, the list goes on when it comes to celebrity brands. But don’t you think top influencer branded products are next?

I certainly do.

We are already beginning to see it with makeup companies and beauty bloggers.

Influencers, up to this point, have largely relied on teaming with established companies to collaborate on, for example, clothing or beauty lines…That’s changing.

– Women’s Wear Daily

If you are a successful Vlogger or Instagrammer, where are you in your branding stage? Have you even thought about it?  I look at a lot of top influencers and I see where they are winning and I see a lot of others who could definitely be doing more.  I wonder if they are limiting themselves purposely, or if they are just kind of lost about the next steps to take.

Perhaps they don’t want to do more, and that’s OK, too.  Personally, if I had millions of followers and subscribers to my YouTube channel, I would be hustling the shit out of that. (I mean that in a good way, of course)

One YouTube girl in particular (I won’t mention her name) has a huge influence and what is she selling?  Stuff that looks like she created it on Zazzle.  If that’s what she wants for her brand, that’s totally OK.  I am not going to say what she’s doing is all wrong if it’s working for her and if that is what she is aiming for.  However, I will say that what she’s doing and what Chiara Ferragni are doing are what separates the right now influencers from the ‘it girl’ brand builders and future company CEOs with staying power.

Cheap tees from Zazzle are not going to cut it for long term branding strategy.  Do what Beyonce would do.  Think you can’t?  Think again.

Think bigger.

If you think that social influencers aren’t the next Beyonce’s and Biebers (oh wait.) Then you’re dead wrong.  Companies like Target, PacSun and Abercrombie need to start paying attention.  FAST.  Don’t you think that PacSun should have been keen on a  Justin Beiber capsule collection?  Uh, yeah.

Know who Cameron Dallas is?  If you’re a clothing company or any big brand, you should.  If you don’t, I’m going to say, you need to wake the fuck up.

California native Cameron Dallas has gained over 15 million combined followers on social media in less than a year.  He’s the 7th most followed Viner and, since starting to post on YouTube a few months back, has already added over 3 million subscribers to his channel.

As a social influencer, what you do now is going to set the stage for whatever career you wish to create, or residual income you plan to make in your future. Riding the hot social media train right now is awesome.  You are creating content, building your brand-but you have to think of where you’ll be 2 or 4 years from now. How will you stay relevant in your current space, and what are the next steps for you or your brand?  Are you working toward what you have already planned and are you reverse engineering that vision?

For some, they got into YouTubing because it was fun, and the next thing they realize is their channel has blown up and they don’t know what the hell to do with it next.  So they stay on that current flow and focus, never really thinking about what’s coming ahead in the pipeline.

Remember this guy?

leave-britney-alone-chris-crocker
Chris Crocker, 2007-08

His name is Chris Crocker and once upon a time he had millions of YT Followers, even before his ‘Leave Britney Alone’ video that went viral. In fact, his video was one of the most watched YouTube videos of all time. He literally became a founder of ‘viral videos’.

Where is he now?

He is still active on social media, and has a good fanbase on Instagram but has since deleted his YouTube account and the infamous Brit video because of well, “toxic troll haters”. And you can’t blame him, his brand was himself and his past was part of that brand. Now in 2016,  we see him reinventing himself to leave the old persona behind.

ChrisCrocker
Chris Crocker, now

 

The beginnings of his brand and YouTube career were in the early stages of  YouTube in general, so many of us had no idea how the current Tube world would evolve.

And that is the lesson I am talking about right here and now.  We don’t know what 2 or 4 years from now will look like, but if you have a solid plan and an audience right now, you can be harnessing that in the most positive way.

In the case of Chris, he just did what everyone else was doing, vlogging. He shared a very personal part of his life with the world because that’s just who he is.  He realizes now he made a few poor choices with his fame then (i.e. the Maverick Men porn videos). But if he had known all of this would blow up, perhaps he may have made more strategic plans. If I could have talked to him back then, I would have suggested a super funky or soft androgynous underwear line, named Crocker.  Why the hell not? 

And this is where all of you who may be (or probably aren’t) reading can make a difference.

Stop thinking so small.

Stop thinking within these invisible parameters, they don’t exist.

If you have half a million or even 200K followers, be ready. Be thinking ahead, reverse engineer your brand and your strategy. Don’t assume this is all going to be here 4 years from now. If you have an idea, I urge you to go for it while you have the attention of your audience. If you LOVE writing, vlogging and creating videos then keep doing that. Chances are, you will excel and evolve with the social media trends. But if you see something bigger ahead for yourself, such as the case was with Jessica Alba or Chiara Ferragni, plan your strategy now.  Your current career is your skill honing, your brand building, your research.  Your future career is going to be supported by whatever work you are putting in now.

Jessica Alba started The Honest Company in 2011, and it has been wildly successful, to the tune of $1.7Billion. She leveraged her celebrity status to launch the brand and company, but she stepped back and allowed the quality of the products and the message to speak for itself. You see, it isn’t quite enough for a celeb to just build a brand and reap insta-rewards.  You have to create something pretty worthwhile with a worthwhile agency, or it might blow up in your face.

Just ask Kate Hudson how Fabletics (owned by JustFab) is doing amidst the thousands of complaints from disgruntled customers.

When you strip back all the marketing hype, the core of every good celebrity endorsed, celebrity branded product or collaboration should be the product. Quality product and quality marketing is key to long term success.  

Your audience is tuned in, it’s time to start thinking of taking your brand to the next level. If it is your desire to take this as far as you can, you need to know when to strike and start creating a foundation for long-term growth by creating quality products that will become an extension of your brand and eventually a COMPANY.

All of this-this crazy cool internet madness that allows any one of us to write a post or create a channel with videos and succeed like we never have before, this is a gift.  You and I are in the midst of an evolution that is incredible and intriguing.

Understand where you are and harness your fanbase.  There has never been a better time than NOW to reach out and grab the limitless opportunities. 

Why ‘Intuitive Entrepreneurship’ is Crucial

Sometimes it means moving rapidly on an idea that sparks almost out of nowhere.

Lately the phrase “intuitive entrepreneurship” has been popping into my head.  Perhaps these are buzzwords which are being used more often. Or perhaps, the need to employ this way of thinking is more crucial than it has been before. Letting go of old paradigms is really hard, but I guess it’s much harder when you find yourself left behind because you were afraid of change and taking a risk.

“Entrepreneurs are different. They have the ability to deal with uncertainty, to take risks and tolerate ambiguity. They usually have a personality that is mercurial, and they have highs that are really high and lows that are really low. There’s good evidence that they have strong self-confidence but also tend to be overoptimistic. They rely extensively on their own intuition.”  -James V. Koch
Old Dominion University

As natural-born entrepreneurs, we are kind of wired to take risks and be rebellious.  We learn really early in life what interests us and what doesn’t.  This is probably why I sucked so much in school.  I never understood the point.  I was incredibly bored. I saw myself, my life and my future in a space that had nothing to do with anything going on in those classrooms.  Life was more interesting, more intelligent and grander than the education I was getting there. I couldn’t wait to get out of school to actually create my life the way I saw it. 

I think this is one trait of an entrepreneur that really stands out. If you are a natural born entrepreneur, you probably know you are a bit of a stubborn individual. You live in a bubble of your own ideas, often times feeling like you speak a different language than others.  You are totally driven and would rather stay up all night planning and doing research than sleeping.  And for anyone who tries to sway you from your vision, your hustle and gut instincts -well, that’s all but impossible.

I have been exercising my intuition and trend forecasting skills for a long time now. So the methods and skills I use are pretty natural to me.  My career as a fashion designer has meant that using intuition, and awareness with research is vital to creating collections or pieces that are relevant. I was told in my career that, “If it didn’t scare me, I wasn’t thinking big enough”. A design manager at a company I worked for wanted us to “make him a little uncomfortable” with our designs.  So taking risks has been a huge part of my life in my career and in my own entrepreneurship.  And I embrace it wholeheartedly.

What exactly does it mean to be an intuitive entrepreneur? Sometimes it means taking a little time to think over and research an idea, and sometimes it means moving rapidly on an idea that sparks almost out of nowhere.  With so much information being served to us on a daily basis, sometimes all we have is our intuition to go on. Taking your time on an idea just for the sake of pragmatism isn’t the wisest choice, even if it sounds wise to everyone else.  If you feel deep in your gut that an idea is a hot one, I encourage you to go for it.  This, in my opinion, is the purest form of intuitive business strategy, and the nature of an entrepreneur.

The ability to be creative, think on the fly and make key business decisions with little time amidst the tsunami of external information is vital. Intuition is the natural intelligence that allows us to see ahead of the curve, to generate innovative ideas, to communicate powerfully and to do so without having to study spreadsheets or gather piles of data.  -Simone Wright

On more than a few occasions, I was designing 3-6 years ahead of the game.  And because of that, I either hit it out of the park or swung too quickly and struck out.  In 2008, a collection I worked on wasn’t market relevant, yet. Prospect Denim, a denim collection I helped create and launch in 2008, become relevant – 5 years later.  In fact, every denim company launching in 2013 offered that ‘homespun, made in USA the old fashioned way’ branding message that I created for Prospect in 2008. My partner at the time had the foresight to predict the laser technologies in denim finishing long before any other mainstream denim companies were doing it.  In 2007-08 I foresaw the return to the small batch, USA-made apparel roots happening before it did. Collectively, we saw the direct-to-consumer selling approach. Unfortunately for Prospect Denim in 2008, the rest of the denim world needed more time to “catch up”.  We made our dent in the fashion industry with our innovative thinking and award winning website but it wasn’t enough to translate that into multi-million dollar conversions.  Had we launched two years later, we would have completely crushed our competition.

Being too far ahead isn’t aways a bad thing, but timing is important.

I struck at the right time in 2009 with my first real apparel company, Berry Jane.  At the time, the ‘leggings as pants’ movement was still really new.  It was Berry Jane and Black Milk who were paving the way.  It was hugely successful in it’s first 6 months, and by month 7, we were already on our way to multi-million dollar revenues by year 2. My only kiss of death with that brand was allowing three of the four devils of branding and the wrong partnerships to enter into the picture.

They were:

COMMITTEES (water down inspiration)
BUREAUCRACY (rules override initiative and the ability to think)
RED TAPE (not being nimble and adding layers just because we think moving slowly is somehow smarter than moving swiftly)

As a creative entrepreneur, you simply can NOT let other people into your sandbox or business before the vision (or business) is fully realized.  I can’t stress that enough. Your brand and vision cannot afford to be compromised before it is fully realized. As an intuitive entrepreneur, you can seen how this will play out. Chances are, you have visualized the success of your project like no one else can. You can’t let other people change that. Most importantly, if you are going to change anything, it needs to be because you saw the areas that needed improvements or changes and you did it.  Use your intuition.

Be brutally honest with yourself. This is lesson #1 in intuitive entrepreneurship.

Be OPEN to seeing, hearing and feeling when something isn’t right and quickly adjusting or tweaking areas where you feel it needs to change.  If you discover that your idea simply sucks, or there is just not enough white space for your brand or business, it’s OK to adjust the sails or just fucking scrap it.  Spending time beating a dead horse or living in the past keeps you in that present state: beating a dead horse that will never rise and living in the past that will not propel you forward.  If you see something changing, or if the old ways of doing things aren’t working anymore, you owe it to yourself and your company to figure out why. Spend some time observing and taking it all in.  Pay attention to what is going on around your space.

Ask yourself: What does this project feel like?  Am I doing everything I can with it? What are the successful people doing?  Where is all of this headed?  As a consumer, what do I want? What does all of this feel like?

When you tune in more, you will get better at it.  Take time to be alone with your thoughts and meditate. Analyze your questions and answers.

In my past experiences, I learned to strike when it felt right and to avoid big decisions if I felt hesitant.  I also learned to avoid too many naysayers or partners who tried to change or complicate my flow of things. I learned how to walk away quickly from a person who felt “off”, or a project that just didn’t have the legs I thought it would have. Nor did I partner up with a person because I was desperate for funding or creative collaboration.  I was not attached to the projects or brands simply because I had invested so much into them.  That’s not a good enough reason to continue investing your time, your life, energy and money.  If it’s a project that needs changing in order to be successful, do the necessary changes that it needs, otherwise, be OK growing it slowly or toss it.  There has to be a return.  If it isn’t paying you back financially or emotionally, it’s not worth it. This is another area where your intuition will not lead you astray.  If it feels sucky, let it go and move on.

You have to be willing to hear and see what’s going on around you and predict what’s coming next. Where do you want to be in that game?  In 2008, Tony Robbins hosted a seminar on entrepreneurship. He talked about the economy in the USA, starting a business, and how it was going to challenge all of us.  He also spoke about the power of giving back and truly connecting with our clients and customers in a very personal way (through social media). If you have 30 minutes to spare, I highly recommend this video.

Anticipating is the ultimate advantage in business and in life.  Be ahead of the game, don’t wait to react.  Play the game. KNOW the road ahead.

 

5 Reasons Why Your Customers Aren’t Responding

Hint: It’s probably not what you think

 

You have built your website and it’s awesome.  Your product photos are great, your prices are great, your services are great. You’re on Twitter, Instagram, LinkedIn and Facebook. The Followers are trickling in. Heck, maybe you are getting decent traffic with minimal effort.

But nobody is really responding (i.e. buying, commenting, signing up, etc.).

What the hell is going on?

In a previous post,  we learned the importance of Social Media Marketing and how it is your most important advertising and marketing platform.

I was all over the Shopify forums yesterday, and ‘Why isn’t anyone buying?’ was the single most question asked by all of the shop owners. They post the link to their site and ask for constructive feedback from others. Many responders have good advice, but a lot of it was very much surface stuff.  

At the core of all successful marketing, I feel there has to be some kind of emotional connection established between brand and customer.

1. Are you providing anything worth sharing?

Overall, the products weren’t bad on the Shopify stores, and the websites looked fine. The one thing I did notice, however, was that most of these stores lacked sharable content (or a connection). Some of the products were cute, but it wasn’t enough for me to press the ‘share’ button. One woman had an awesome sauce product.  I mean, literally, she produces homemade sauces.  But there was no blog, no recipes, no customer feedback assuring me that her sauces were in fact, awesome.  There was also no Bio with a photo, no ‘About the Company’ and no story. The product photos were very pretty, but there wasn’t a compelling enough story for me to share that with my Pinterest audience, or to feel a connection to her (because I didn’t know who she was).  

Prepared foods can be a hard sell, unless we’re talking about cookies.  Cookies definitely sell online. Just ask this lady.

If you aren’t creating buzz, perhaps you can ask yourself if you can do something more to create that customer connection.

“Research by Ipsos suggests people shopping with online sellers also want a personal connection. The best engagement means connecting with the real person behind the storefront”. – Karl Wellman

2. Approach marketing from the Consumer point of view

When you find yourself at a new website you’ve never been to before, think about HOW you got there in the first place:

  1. Was it a referral from a trusted source: a Friend, relative, online influencer, website or celebrity
  2. Did you search for a specific item through Google search
  3. Was it a killer marketing ad you just had to click on (visuals matter)
  4. A catchy headline that hooked you in on Twitter, LinkedIn or Reddit
  5. A tantalizing photo on Pinterest of a decadent chocolate cake recipe
  6. Or, a photo of a chic outfit that’s amazing or cheap, and you either save it for later (Pinterest), or buy it right now if you go to their website. 

    Case Studies:

Screen Shot 2016-03-04 at 12.50.04 PM
This recipe was Pinned over 6,300 times
Screen Shot 2016-03-04 at 1.03.25 PM
This cardigan received over 245,000 pins. 

 

Do you understand the value of shareable content now?

 

People want to be a part of sharing helpful, interesting, funny, compelling or beautiful information. If you are not providing at least two of those things with your content or product, you probably won’t get the social media traction you’re seeking.

The first thing you should do as a business (or a blogger) is create rich content.  Show or tell the story of your product and how it benefits the world, speak to the world about what you know.  Your story can focus on beautiful photography,  humor, awesome recipes, information, or videos. Whatever your platform is, the point is to create tools that make it easy for an audience to be engaged, and then inspired enough to share whatever it is you do.

Good examples:  Song of Style, The Oatmeal, Kickstarter, The Chive, Refinery 29


3. Are You Thinking Like Your Customer?


In relation to HOW you arrived at a new website, think about your perception once you got there.  As creators, it’s hard to look at our own website through the eyes of a stranger in a new place.  Which is who your customer is when she lands on your .com.
If you aren’t sure, compare your site side-by-side to a website you shop at, or find a new one you’ve never been to before and ask yourself how you feel about it upon entering and what your initial thoughts are and WHY.  Write down your thoughts and comments.

Do a side-by-side comparison with a similar competitor’s website and ask yourself:

  • What are they doing
  • What do they have
    and/or
  • What do they offer (that adds value) – that I am not currently doing?  

Be honest with yourself, because your honesty will only help you get to where you’re wanting to go.

It could be something as much as a higher marketing budget or more effort on your part, a team to assist you; maybe you need more social media interaction, or something as simple as better photos, a more cohesive look, or even using a cleaner look or font on your website.

Are you trying to align your brand in a ShopJeen space or an Anthropologie space?  If it’s the latter, consider a thorough walk through of Anthropologie and see how you can take their visual queues and replicate it to what you’re doing.

In the case of CupShe, as mentioned above, it receives tons of Pin shares for it’s products. CupShe.com appears to be a Shopify site.  It’s overall look is clean and simple.  It’s prices are dirt cheap and it’s product selections are pretty cute.  The company is most likely a foreign-based website, which is easy to figure out considering the pricing, products (I have seen these same products from a lot of vendors overseas), and grammatical errors. But my overall first impression is a good one. I don’t know who this  company is but the website looks professional. I can see there are tons of good reviews so it must be OK. My brain ticks “trust” and so I browse a little.

With just that little bit of assurance, I am more inclined to buy from an unknown place. It also doesn’t hurt that the prices are cheap, so I am not risking too much. Trust is also a key factor for new businesses building a customer base. In order to build trust, you have to either gather testimonials or make sales.  It’s like that weird scenario of how credit builds credit, but when you don’t have credit, you can’t get credit, etc.

You might have to consider giving some things away at first to build credit, so to speak. This is where influencer/blogger outreach can come in handy.

4. Do you know who your (target) customer is?

Do you know who you your audience is?  If so, are you speaking their language?
Are you creating products that they want, in prices they understand and marketing on platforms with the visuals they see while speaking the language they understand?  It’s a lot to think about but if you give it enough thought, you can connect the dots and make sense of it.  For example, I worked for a company in 2011 who was still producing products for their 1990 customer, but hoping to target the Millennials.  Their products and marketing strategies were not only speaking another language, but they weren’t even in the same hang outs with who they wanted to reach. Their audience was the 1998 girls who grew up to be the 2011 moms. So as a result, their message was very unclear, and the collection was a convoluted mess.  If you don’t know who your audience is, how can you speak to them in their language?

Here are three great examples of brands who know who their customer is and know how to reach and engage them:

1. Wildfox.com  Wildfox is that SOCAL, vintage inspired laid back brand for 20-somethings.  Most of their marketing efforts are on Instagram.  Why? Because that’s where their audience is. Their Instagram fan feed on their website is awesome

2. Justin Bieber  Yep, the YouTube music sensation.  He got into the hearts and homes everywhere with his YouTube Music Channel (The original channel has since been changed and moved to VEVO).  It’s where all the kids hang out, and it’s #1 audience interest is Music, followed by Gaming and Sports. Justin was able to reach his audience on a very personal level here.

3. Apple Apple is the prime example of a company who knew how to connect with their customer on a very personal level.  It doesn’t get much more personal than creating the iPod or your iPhone, does it?  They didn’t just create products, though, they created a culture that everyone wanted to be a part of.

“Apple has a branding strategy that focuses on the emotions. The starting point is how an Apple product experience makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology”.
MarketingMinds.com.au

5. Are you keeping up, visually?

A last question to ask yourself is are you using strong visuals? Strong visuals get you noticed, but you probably already know that. You know what makes you click on, ‘Like’ or share something. It’s not something we always consider, but it’s a crucial element in getting attention on social media.  Like everything, visuals on social media moves in trends.  Keeping up with those changing trends will keep your content fresh and relevant.  

More helpful info: What are the Top 3 Trends in Social Media Images right now

What is the cost of social media marketing?

Make sure you budget for marketing, because a funny thing happens when you don’t do it: Nothing.

 

How much does social media marketing cost?  That seems to be a burning question everyone is asking.  Ok, now don’t freak out…

But the short of the long of it is:

A minimum of $2,500-$5,000 on average per month, depending on where your target audience is and what you want to achieve.

Sometimes, you have to pay extra for PR or blog content writing. A lot of those $2,500K-$5K prices may or may not be all-inclusive deals.  And it’s not unusual to find many agencies who charge $10,000 per month for social media marketing & management.  

According to some data findings, the cost to create and establish just a new Twitter account with targeted Followers and a little bit of content is anywhere from $2K-$7,500.
So I guess the average $2,500-$5,000 isn’t so bad when you consider the fact that some agencies charge $5,000 – just to manage your Facebook account. Nothing else.
Just Facebook.

$5,000 per month for a Social Media Marketer seems “high” because we spend so much time online, doing just that: interacting socially and participating in social media.  Our perception of social media is “fun time”,  it hasn’t registered to us that this is THE advertising platform. 

Wherever the audience is, advertising follows. Once it was Newspapers, Magazines, Radio, TV.  Now, it’s online through our news and blogger channels and our Social Media feeds.

If we can look at it from a media platform we are used to, such as Magazines, we can truly see the value and the difference: We have magazine readers, and we have magazine creators.

We don’t see all of the behind-the-scenes magic that happens to make that content available and in our face. That is what advertising is, and what Social Media Marketing is all about.

Ok, I get it.   But.. Why so much?

Let’s break it down:

  • Graphics and Social Media Ad Creatives  The cost of social media graphics and ad creatives – this includes a professional graphic designer with marketing knowledge to create visual ads that deliver results.  There is a psychology behind an ad creative that works. This isn’t the job for just any Joe Schmo Photoshop Pro when it comes to creating a fine-tuned ad creative. The average salary of a Graphic Designer is anywhere from $45-$60K per year, with some earning as much as $75K.
  • Market research  This is a very important aspect of advertising.  You have to zero in on your target audience. It makes no sense to shoot your product out into the universe if it’s not aimed at the right audience.  Market research answers: Who is your audience, what do they want, what are the buying, what do they respond to, where do they hang out and who are your competitors?
  • Ad rates The costs of promoting you or your business. Ad rates are generally included in a market budget, and an average and conservative cost can be anywhere from $250-$500 month for Twitter and Facebook Ads alone.
  • PR Writing and crafting the perfect pitches, reaching out to Bloggers, Editors, Magazines, Influencers and even celebrities.  This aspect is HARD WORK. A lot of PR agents I know charge $5K per month, just for PR.  Nothing else.
  • Creating Marketing Campaigns, Calendars + Strategies. Sometimes creating a marketing campaign can take days (or even weeks) to not only research and plan, but to write it out. (One simple 3 month marketing campaign I created a few weeks ago took me over 16 hours to research, create and write.) This takes a lot of time, but executed well, it pays off.
  • Writing Press Releases
  • Writing Blog Posts – Rich content blog posts are worth their weight in gold to the tune of saving you about $250,000 in Google Adwords costs. A well-written blog post with organic traffic can harness as much, if not more traffic, as an expensive Google Adwords campaign. One single blog post I wrote in 2011 has generated 256,000 hits for my blog so far.  If I would have paid the average $1 CPC (Cost-per-Click) with Google Adwords, it would have cost me $256,000! 😮
    Blog writers know their stuff when it comes to SEO, and they craft their posts to maximize search results.  According to ClicktoTweet and HubSpot, “Articles with a word count between 2,250 and 2,500 earn the most organic traffic”.  A good blog writer will charge around .45 cents per word on average, so a 1,000 word post is $450. For example, this post you’re reading right now is 1,326 words (or about $600).
  • Social Media Manager A full time (daily) social media manager to monitor your accounts, create engaging posts, interact, respond to positive (and negative) feedback across all channels.  I’m talking about a dedicated person who not only knows the ins and outs of social media, but one who works on all your social media accounts all day (Instagram, Reddit, LinkedIn, Pinterest, Twitter, Facebook), and knows how to track and analyze the data.  This is a full time job and if you were to pay him or her a salary, it would probably cost you a minimum of $45K/yr. ($3,750/mo)


What the hell? Now, I’m kinda bummed.

If you already have an established Twitter or Facebook account, it could be a little more cost effective, because you won’t have to start from scratch and what you’ll need is a social media manager to maintain and manage your accounts: (i.e. keep them flowing, interact, grow your followers, establish relationships, and build brand awareness).  So, If you were to hire someone full time to manage your account, not create contests, promotions or ads, it would most likely cost a minimum of $40K per year, which is a salary of $3,300/mo.
(If you want someone part time, you can probably find a SMM who is good at what he/she does and is just starting out.)

 

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$750,000

This is how much Snapchat costs per ‘Brand Story’ ad, which is a branded post that appears within the app’s ‘Stories’ feed.
(update: 12/2015 The minimum budget for advertising on Snapchat recently dropped from $700,000+ to $100,000)

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Scared yet?  Don’t be.  Advertising has always been costly but it’s vital to business growth.
And sometimes, businesses just aren’t ready yet.

People scratch their heads in confusion when things aren’t selling, or when customers aren’t responding.  I’ve been there before.  I’d think, “I’m doing everything right!” when the truth is, I was just not giving enough to my marketing budget or plan.

We all want to see fantastic results, but what we don’t see is the costs associated with the results we want.  And it can be overwhelming at first, but once the momentum starts, it all starts working pretty harmoniously.  Better budget for advertising = more sales = more advertising budget = even more sales, etc.

“It’s nearly impossible to do PR and Social Media Marketing on your own, unless you have tons of time, are super-savvy (creatively), and have a team to help out.
Make sure you budget anywhere from 15-20% of your annual income for marketing, because a funny thing happens when you don’t do it: Nothing.   Meanwhile, you see competitors with the same products as you doing it and going global.  If you want to succeed, there is no other choice. It needs to be a financial priority in your business plan and must be factored in as a cost to doing business”.

In the quickly moving digital world we now live in, we simply can’t wait for our audience and business to come to us. Social media is where all of the attention is these days. We stream Netfix online, Hulu, YouTube and Amazon.  We are plugged in to Twitter, Facebook, Instagram, LinkedIn and YouTube.

This is where the audience of the world is today, and if you aren’t finding a way to reach them through these channels, you’re kind of on another planet.  If you take your business seriously, find a way to either amp up your social media marketing time per day or hire a professional to help you grow your business.  You honestly can’t afford not to.