Mohini Puranik

Social Media Strategist, Poet, Blogger

Category: Social Media 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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Social Media Dreams and Goals 2016

Before the beginning of the new year 2016, you must have reviewed previous year’s business marketing goals and accomplishments. Also, you must have already planned the social media marketing goals for this year. 

To be able to write more helpful social media strategic guides and to provide the services that can sync with your goals so that we can work together to achieve them with a new zeal, I would like to know your expectations from our website and services this year.

Text Image: Social Media Dreams and Goals 2016

Please give valuable 30 seconds take a quick mini survey.

Thanks for giving your valuable time to share your social media goals. 

4 Customer Service Mistakes That Damage Your Brand

The frustration due to poor customer service is a common experience for all of us. We daily use a lot of applications, products, and services. While choosing products and services, apart from the quality and brand reputation, customer service plays a crucial role in final customer judgment about the brand.

Poor customer service can damage brand image.

Failing to address customer issues is the most common problem by customer care services.

Image: 4 Customer Service Mistakes That Damage Your Brand

Relationship between Brand Image and Customer Service:

Brand image isn’t only the brand’s logo, name, and celebrity endorsement. They may attract customers to reach your brand, but further customer engagement with the brand and creating loyal customer relationships is dependent on 
  • The quality of the service or product
  • User experience
  • The customer service
Recently, I had to report an issue to a service-based website. I had ended using their services long time back, still my inbox was getting flooded with annoying e-mail alerts associated with the closed account.
I thought to confirm the deactivation of my account. I didn’t have any complaint and the issue was very basic. I tried to file an error report where I had to attempt it several times due to failed captcha. Simple options to prevent spam are avaialble, still annoying captcha isn’t gone yet. I could see a blank error message by which I ‘guessed’ that perhaps my concern wasn’t being sent by the contact form. So, I called the customer care number. It was in the auto response mode, but didn’t have options to convey any issue further or to directly talk with the customer care officer.
I checked the website again and tried online chat option. Finally, this option worked, received the email address where I could directly send my issue. I had to waste almost a lot of time, still I didn’t get the solution.
This issue wasn’t limited to the functioning of the website. It was the ideal example of poor customer service in different aspects. You might have faced loads of similar experiences almost every day.

1. Active and simple communication channel(s) for customers:

Customers have queries, suggestions, and complaints, sometimes they need help regarding usage of the service or tool. The first thing customers need is the easy channel to communicate with the brand. 
Using online tools, devices, phone, internet, banks, we face technical issues frequently. When it becomes difficult to contact the customer cell further possibility of developing good customer relations gets broken at the beginning. The customer may end using the service and never return again. 

2. Failure in addressing customer issues:

Another experience of poor customer service is that many employees fail to understand different customer issues correctly. As they don’t understand, obviously they can’t address the issue well. They don’t know other employees who can better understand and find solution. This experience is much seen digital products. Employees don’t know technical details of the their own product by their organization. The Result will be losing customers again.

3. Disrespectful behavior with customers:

If your employees vent their workload stress and frustration, on customers and employee behavior results in disrespectful customer service, the message customer gets is that employees aren’t happy with their work or the treatment they receive from the organization. Also, they can’t express their concerns, so finally it turns into disrespectful behavior with the customers.  If employees aren’t happy with their own organization – the organization they are working with – then how would customers get satisfied?
Secondly, no user would want to repeat the bad experience by contacting the organization again.  
Customers are the life for any organization; hence, it’s not reasonable to expect customers to be considerate about the disrespectful and frustrating experience they had. Users have thousands of options; it will take them only some milliseconds to switch to your competitor. 

4. Lack of measures to resolve customer issues:

When first three mistakes take place regularly, the clear message customers receive that the organization isn’t interested in knowing the customer experiences and aren’t willing to take corrective measures for better service or product improvement.


Consequences of Poor Customer Service on Brand Image:

  • Users may not remember effective marketing campaigns and celebrity endorsements, but they will never forget the experience they received and their experience will create a new – positive or negative – but firm image of the brand (at least for themselves).
  • The obvious consequence can be the customer will stop using the product or service.
  • It’s more possible that they will vent the negative experience about the brand which will harm the brand reputation. Social media, these days, has become a place where people share their product usage experiences.
  • Third possibility will be they will choose your competitor.
  • The worst possible outcome for you might be, they will spread the word about your competitor. In other words, your rude behavior or poor customer service may become an indirect reason for better brand image of your competitor.

Effective communication with customers for positive brand image: 

Customer retention is the biggest challenge nowadays. However, if you give great customer service, loyal customer relationships will be built. Technology may change, but the emotional attachment does not change. 
Be unambiguous, detailed and authentic while communicating with your customers. Be extremely careful about the message you give to your customers, even your tone matters.
Giant brands generally don’t bother, losing customers. However, no organization can afford a negative brand image.
Before the organizational pressures on employees reach to your customers, remember, your customers also work somewhere, they also have pressures, and stresses. They don’t to be kind and understanding towards customer care officers. 


If you make them regret for contacting you, why should they use your products?
Failing to deliver promised services and quality may harm the brand image but effective and friendly communication can control the damage. 

More Strategic Guides:

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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 .

Social Media Marketing Beginner’s Guide

Presenting Social Media Marketing guide for beginners. This guide is absolutely FREE.

Image: Social Media Marketing guide for beginners

Tutorial 1:  Marketing may it be social media marketing/ digital or traditional marketing, it has some basic principles very common. Once we understand those principle it becomes absolutely easy to adapt with the pace of technology. The tutorial explains goals of marketing which help us design strategies further.

Article: What Is Marketing?

Tutorial 2: Once we understand the basic goals of marketing, next step comes to choose the right platform. How should be your marketing campaign? Traditional or Social Media Marketing? Why is Social media marketing gaining vital role in the promotion of small businesses?

Article: Traditional Marketing vs. Viral Social Media Marketing

Tutorial 3: Customers share their product or service experience with their friends. Social media sites available for free give easy platform for users to connect with their friends and like-minded people. The online social connections  involve a lot of sharing of photos, comments, thoughts, and experiences. Traditional word of mouth has been made viral by the social networking sites. Learn more about how brands can use this opportunity for the viral marketing. 

Article: Word of Mouth Made Viral by Social Media

Tutorial 4: Now, you have decided to join social media for marketing purpose. Let’s take a quick look at social media giants and how various features offered by them are effective for business marketing. 

Article: Top 5 Social Networking Sites for Effective Marketing 

Tutorial 5: Social media marketing begins with socialization, building reputation and communities. It requires patience to reach out to more and more people and tell your story. However, once you the build a reputation, marketing part becomes much easier. Learn more about success mantra of socialization and social marketing.

Article: Socialization plus Marketing is Success

Bonus Tutorial 6:  As social media marketing has emerged as the most successful strategic part of promotions and connections with the consumers through various channels, a lot of misconceptions have also emerged and turned into a professional service based business. Before beginning of the marketing campaign it’s essential for every brand to know about the social media myths.

Article: 4 Social Media Marketing Myths You Must Know

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Word of Mouth made Viral by Social Media

In the last article we saw the Traditional Marketing Vs Social Media Marketing  to influence people. The next thing as a buyer or customer is what really influences you? Do you buy a product whichever  that just looks attractive, or the product about which you have heard from a friend or some expert whom you can trust?

This is the power of social media you can build the trust and relationships with your customers online. You can reach every home without going door to door.  Doesn’t this sound very simple? And you know, the modern days’ word of mouth is RETWEETs, LIKEs, SHAREs, FAVORITEs.  Every Social Networking Site has  different parameters, but the concept of socialization is the same. People grow their network on Social Networking Sites and when they like something they tell this to their friends, means the people who are connected with them on a Social Networking Site. The biggest benefit of this in real world, it is not possible for people to tell all their friends, what they like or what they have bought just now. In real life when people meet in Social Events it is not possible that people will discuss about their favorite brand. But in the virtual world of Social Media every activity by a person is shared with the people in the network of that person automatically. And thus the word of mouth is spread very easily. Also people can recommend what they like to their friends easily on Social Networking Site as it does not take much time and need no money.  
Can you imagine having 5000 friends in real life,  and to whom you are telling about your Likes And Dislikes ? And can you expect them to listen? It will become a big public meeting , that is completely impractical. But on Social Networking people can have friends across the globe and not necessarily they are all friends in real life. Your Online Reputation decides the success of your Marketing Campaign online.  And the network you grow through the fan page on different Social Networking Site are not only the people or subscribers who are going to hear you. But your fans’ friends, their friends of friends are going to know about your brand, your latest product. Your fans’ friends, friends of friends are going to reach Your Page.  Of course to build the network is not the one day process. To bring real traffic and fans takes some time, lots of ‘ACTIVITY’to build online trust. Your communication and interaction with your fans, friends  build your reputation online and spread the Word Of Mouth.

From the beginning I have emphasized on the Strategies in Marketing  in Social Media.  Not every company who has their fan page on Facebook or those who has followers on Twitter are using all the features that SNS (Social Networking Sites) offer. On the other hand some people, forgetting the rules of the communities, do spamming to spread their product which creates the bad reputation online. Remember, your bad image also spreads virally on Social Networking. So you should be very careful and always remember the concept of ‘Socializing’ in online marketing. As you are getting all the benefits of Social Media at least cost, you also should not hesitate to give knowledge, ebooks, gifts to your fans free of cost. It will build your REAL fan base. 
So, the most important points to remember in Social Media Marketing are :

  • Socialization as a real person, not like Robot
  • Interaction and Activity on Social Media
  • Finally Online Reputation

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