Mohini Puranik

Social Media Strategist, Poet, Blogger

Category: Online Marketing

23 Super Simple Tips for Social Media Personal Branding

Social media can create unlimited opportunities for you. Don’t rely only on traditional promotional tactics. Meet your fans and interact with them directly from social media accounts. Here are 23 super simple tips for your personal branding on social media. 

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4 Reasons Why Marketing Campaigns Fail Despite Effective Strategic Planning

Last month, I went on a day trip for a short break to enjoy alone time. I traveled by public transport bus. We had to wait almost an hour for the journey to begin. In the meantime, some sellers entered the bus, promoting and selling, their products. Although, I was there in the bus to leave behind everyday stresses, brain can’t really stop thinking about work. I learned some crucial marketing lessons and the reasons of marketing campaigns’ failure from the small duration bus marketing campaign.
Various sellers marketed their products by brief yet trained presentations. Afterward, they showed their products to every traveler. The items were artificial jewelry, books for primary school students, and pain balm.
This idea to reach travelers in public transport buses sounds nice at a first glance. However, people didn’t seem to show much interest in knowing the products; forget about buying them.
Text Image: Four Reasons Why Marketing Campaigns Fail Despite Effective Strategic Planning

Why did people ignore all the marketing tactics?

Despite creating a perfect campaign plan, sometimes some missteps get ignored in the implementation, which may result in complete failure of the campaign.

1. The marketing campaign was targeted to the wrong group of people.

Men and women of all ages, from various educational backgrounds and professions sounds like an ideal comprehensive market for any product. However, a rule in simple words is, everything isn’t needed by everybody. Jewelry could be appealing to women, but due to safety reasons, nobody was interested in using it. Primary school students’ books could be useful for a particular age group of people. Therefore, only a few percentages of people in each bus would count the potential group. Considering daily marketing in most of the buses, overall people just interested in buying would be almost one per cent or lesser. In addition, parents generally prefer to buy all the required books for their kids from school books and stationary shops. State transport bus wasn’t the right place to sell books for primary school students.
Let’s compare the above scenario with social media marketing. Various social media channels are available for free and promoted marketing campaigns. You can start your own business pages and gain followers and engagement. Nevertheless, not every social networking site can be effective for every product or service. (Same rule again.) Depending on interaction styles, hashtag usage, image and links’ influence, and most importantly, the active users’ age group, impact of various social sites changes. Careful research to meet the goals is needed before launching the promotional drive.

2. Marketing the products without branding.

The products mentioned weren’t well-known brands. People had never seen or heard about them from someone they know. For small businesses, it can be quite difficult to get a celebrity brand ambassador or show celebrity endorsements via ads. People love to buy the products from the brands, they have heard somewhere from someone they trust. By presenting the books to educational bookstalls or pain balm to chemists, actual sales could be increased.  This correction would help the promoters reaching right targeted audience with endorsement from trusted shops.
In online marketing referral links and social media sharing can be functional to spread a word about the product instead of pouring a lot of money on adverts only. In addition, in the era of social media marketing, we trust likes, shares and retweets from our network.Focusing on real social media sharing and communication surely helps in branding.  

3. Ineffective advert or presentation:

The presentation seemed ineffective because it was not lively. The sellers didnt have eye-contact with the people in the bus while speaking. It was clearly noticeable that the promoters were repeating some memorized words. The effect of liveliness just not limited to offline life but while marketing  online by blogs or social media it’s greatly positive to connect with your readers and followers by natural communication. A simple smile and smiley icon can win hearts.
The mistake many of us get tempted to follow in online world is sending automated replies and direct messages. Automated posts don’t help as people are used to ignoring them. 

4. Touch the emotions and Match the needs.

Remember the incidents getting emotional after watching emotional ads? The products  couldn’t relate with the audience and their emotions and couldn’t match with their needs. I emphasize, in marketing, emotions first and then needs, this is how people feel about the advert. During designing a product or planning a service to offer, prime importance is of course to provide a solution to people’s problems.

Winning Tactic despite Campaign Failure.

Despite all the rejections, the marketers didn’t feel sad or rejected and moved on to the next bus for the search of new customers with hope. Rejections shouldn’t be taken personally. Reasons of rejection could be any of the above-explained ones. None of the reasons is about the person who was selling. It was perhaps a strategic mistake in training the workforce, as we all are told to follow rules strictly.
Never take any rejection personally, instead, be optimistic and identify and eliminate the mistakes.

Final Thoughts:

Marketing campaigns are worth the investment at the places/channels where your buyers are present, where they need your product or service, where they value the quality that your product provides and are willing to pay for it.
The success of marketing campaigns is dependent on accurate planning and implementation of the strategies.
From my personal experiences, I have followed the rules and also loved to break or tweak them to move ahead. Remember, no rule is final.  
Recommended Articles on Branding and Strategic Planning:
You can join me on Twitter @mohinipuranik .

6 Marketing Strategies we can Learn from Vegetable Vendors

Vegetable vendors and street hawkers are the best marketers. They sell very low priced products, but they have to put all the creativity in their salesmanship for success. Every marketer whether he sells products or services, whether they are for big brands or start-ups, they need to be ingenious. There are some strategies we all can learn from Indian vegetable vendors.

1.  Offer and Price should be Precise.

Vegetable vendors sell the vegetables for 5 or 10 bucks. Thus, the price they set is easy to remember and eye catching. Customers can easily decide what they are getting for the price and so they can take a quick decision whether to buy or not. When we keep the price like  USD 499, it looks apparently as 400s but customers may think for some time and round it to 500, then believe the price as more expensive than they actually thought, it gives an impression of dishonesty or trick.

2. Offer shouldn’t be too complicated for the customer to assess.

Vegetable sellers keep already created bundles or a bunch of the quantity of vegetable they are going to sell for the set price. This saves the time of both the customer and the vendor during even rush hour. There is not any need of scales. This easy method double or triple the sales.
This strategy is very functional for online service providers. We can break our services for different price ranges and create packages of services for big projects. Prospects don’t need much time take the decision of buying right service they need and the price they can afford.

3. Keep the communication channel absolutely simple and easy.

A crowded big marketplace generally turns noisy with quarrels over bargaining, change, and cheating in measuring quantities. Such quarrels result in decreased sales due to wastage of time leaving negative impression on customers. No bargaining means more sales in lesser time. What vendors have to think is to give satisfactory quantity of the product in the given price.
If you have services and price set up conversion rate is going to increase.

4. Simple offers sale more.

People can easily buy in the multiples of five, usually 10, 20, so they find it handy to buy more bundles of vegetables.
 Just keep it simple, easy to understand for different levels of customers with different ranges of needs and budgets.

5. Don’t raise the price frequently.

Vegetable prices keep changing almost weekly, they keep the rate same by changing quantity. Psychologically speaking customers are ok with a bit lesser quantity while buying on the same rate. If rates are increased then customers think more before buying.

6. Define ‘Your’ Style to define your brand!  

Vegetable vendors shout with their own style, that’s the simplest and best branding I have ever seen. They also create their own communication style with customers. In addition, they organize their vegetables attractively; some charge more for high quality vegetables and do not compromise with the price. They can do so confidently because they know their target customers are going to buy from them only.
This ‘Keep it Simple’ attitude attracts more buyers with less chaos.

The next most important step after lead generation, communication style 
which does branding for you. The experience your communication gives to the customers brings them back to you.
Marketing is an art not just to sell but for creating more and more ‘Happy Sales’.

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