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Why “build it and they will come” is just a line from a movie

September 28, 2014 | Filed under Digital Marketing Tips

If You Build it They Will Come... Just Kidding...

Many businesses think that building a reliable product is enough to bring them customers they deserve. They want their brand to be organically discovered and grow their audience through word of mouth. Unfortunately, this misconception is what hurts most e-commerce businesses out there.

Digital advertising and marketing get a bad rep. However, they are necessary to grow your business.

So how can you get started?

Below are tactics I have used in the past that have proved effective. Now keep in mind, you will need to invest at least three solid months with any of these tactics to notice results and an increase in your customer base.

1) Be consistent and share daily:
Share content daily. Yes, you heard it right! The more content your propagate, the more your chances of it getting discovered. Download these free editorial templates from coschedule to help get you organized.  Share your latest products using engaging photography, and/or video. Focus your attention on three to four social media networks. If you are in fashion, Instagram, Facebook and Youtube are your platforms of choice.
Be playful with what you share. Make sure that it will be worthy for your customers. Perhaps a monthly look-book, followed by weekly styling tips. Whatever you decide, stay consistent.

2) Promote your content:
You will want to promote your content either via Facebook promoted Ads, Twitter Cards or Outbrain.
Outbrain promotes your content on premium publishing sites. Either of these platforms, allow you to set daily limits so you won’t break your piggy bank. Start with a small $100 investment on each platform for one week. Review results and continue accordingly.

3) Create Google Ad Words:
Google Ad Words enables you to rank high for specific keywords. Pick keywords that best describe your product and invest accordingly. Google Ad Words will help you pick keywords that best fit your needs. Also, try to find discounts codes for first-time users, so you can test different keywords at no cost.

4) Create Weekly Youtube Content:
Youtube is an extremely powerful platform.

Additionally, YouTube visitors are 64% more likely to buy a product online after watching video. If you decide to create a YouTube channel, you will need to create weekly content and advertise. You can advertise by listing your channel on youtube’s fan finder and youtube ads.
Sproutsocial does a great job providing additional tips on how to make your YouTube channel discoverable, in this post.  Video is one of the most shareable types of content online, which is why it has become an integral part of brands’ marketing and advertising strategies.

Conclusion: When driving audiences to your site, make sure to have an opt-in offer so they can subscribe to your list. Finding new customers is costly and time consuming. It’s, therefore, vital to obtain website visitors’ email addresses to continue the conversation with these potential customers.

Want more tactics in how to grow your audience? Watch my video on how to grow your audience from scratch. 


Why is The Hunger Games Not So Hot Abroad?

April 6, 2012 | Filed under Digital Marketing Tips, Social Networking Tips

With the amount of publicity The Hunger Games has been getting in the US and its record breaking box office numbers, I was naturally curious to see if it was getting the same reaction across the world.  Even though I haven’t seen the movie, Rolling Stone and other respected publications have been giving it extremely good reviews. The Hunger Games also had a huge marketing push localizing its content across different regions including

1) Region specific Facebook pages and a Facebook game

2) Region specific Twitter accounts

3) Region specific Tumblr pages

On the other hand, the new blockbuster Wrath of the Titans doesn’t have a Twitter account, and only utilized region specific Facebook pages and a Facebook game, which actually ended up being a pretty smart move considering the Facebook adoption has been much more successful abroad than the Twitter campaigns.  Beyond the box office totals that show how much more weight Wrath of the Titans has overseas, the Google Search Volume Index numbers were also much stronger last week vs The Hunger Games in regions like Singapore, Philippines, Malaysia, India, Greece, Thailand, and Romania.

So why did The Hunger Games flop abroad when they clearly had a stronger and more viral marketing campaign than Wrath of Titans?

Could it have been the cast? I’ve read numerous blogs that were dissatisfied with the lack of ethnic casting and the fact there were no Asians or Latinos in significant roles.  Maybe it was the storyline? Many blogs were critical that the plot of The Hunger Games was a little too similar to the 2000 Japanese cult favorite film Battle Royale, where a former high school teacher at the behest of the Japanese government kidnaps his former ninth grade class and forces them to kill each other on a remote island until only one is left standing.  Oddly enough the Wrath of the Titans storyline is nowhere as sophisticated and has received overwhelmingly horrible reviews.  Let’s face it – the world loves American films for their action packed special effects, and maybe not so much for our derivative storylines.

There’s also the fact that very often a film as distinctive as The Hunger Games doesn’t always correspond well on a cultural level in other countries.  There are tons of films that are blockbusters in the region they’re conceived in but when they come to the states it’s hard for them to match that success, and frequently they’ll even do poorly outside of their own country.

So much of what makes The Hunger Games a hit in America might actually be the same thing that’s inhibiting its success across the pond.  A lot of the plot deals with a futuristic, post-apocalyptic version of North America in the context of a reality show satire that might be hard for foreign markets to fully immerse themselves in without a prior understanding of current American entertainment and political culture.

It’s also based on a series of novels that been criticized for their simplistic writing style that are teen-centric in their focus and reference points.  It might be possible too that the foreign mainstream markets have a different palette that this film underwhelms.  Certain regions might not have the best grasp of the English language, so some intricacies of the storyline that are lost in translation could potentially make for a less enjoyable film.  It’s hard enough predicting a successful film in one country, and being able to create something with equal popularity around the globe becomes another feat entirely.


Global Box Office numbers

Hunger Games Promotional Pages!/TheHungerGames!/HungerGamesUK

Wrath of the Titans Promotional Pages

Facebook Stores: Your Very Own Social Media Pop-Up Shop

October 18, 2011 | Filed under Digital Marketing Tips, Social Networking Tips, Tips To Expanding Your Business Globally

For a lot of small companies figuring out different ways to get their product out there can become a challenge.  I always recommend that start-up brands and even more established companies should have their own Facebook Store.

Why Facebook retail? Because the statistics are so strong in your favor.  Facebook users spend an average of a half hour DAILY on Facebook. That’s more than any other website, and even more then some other social media platforms combined.  It only makes sense to have your product accessible from where your potential customers spend most of their time.

You could even consider a Facebook store as your very own pop-up shop. It’ll becomes just another outlet to get people aware of your brand and eventually to buy your product.  Another thing to keep in mind is that people are more likely to click on a Facebook link than on an outside link, and a Facebook store gives them the ease of being able to shop right from where they spend most of their time online.

Here are some great apps you can use for you template Facebook Store:


SAM / Social Application Marketing;

Body as billboard

February 20, 2009 | Filed under Digital Marketing Tips

This summer, I developed a project in which 6 models were ready to get branded from head to toe, see here. So it was much to my surprise, when I read this articleabout a group of New Zealanders who shaved their heads to write on their head a New Zealand airline slogan. Maybe I should go to New Zealand re-pitch my concept. Ha!18adco-pic550