Mohini Puranik

Social Media Strategist, Poet, Blogger

Category: Twitter Marketing (Page 1 of 2)

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 .

List: 10 Popular Twitter Hashtags for Psychotherapists

Rapid growth in Smartphone users and the growth in apps have brought the whole world in the users’ palms. Psychotherapists adapting with the technology revolution nowadays provide online therapy sessions via Skype or apps or pre recorded audio-videos. Effective use of hashtags can boost your online presence. Here is a list of popular twitter hashtags that psychotherapists can use to promote their online counselling.


1. #OnlineCounselling

2. #OnlineTherapy

3. #Anxiety

4. #Depression

5. #Psychotherapy

6. #Bipolar

7. #Stigma

8. #MentalIllness

9. #MentalHealth

10.#Mindfulness

These hashtags can give you an idea about popular trends in the mental health niche. There are many tools that can give you advanced analytics of hashtags like their daily use, popularity, and retweets. Plan for long-term usage of niche hashtags to build audience for your business and lead generation. Experimentation with hashtags with the changing trends can be more effective and can address larger audience. 

Top 10 Social Media Marketing Hashtags for Twitter Marketers

Let’s see, a list of top 10 social media marketing hashtags used on twitter.

Hashtags are crucial part of social media marketing strategic planning. We can’t even imagine a tweet without hashtags.  Hashtags are the free tool that allows us to reach the target audience with just the simple use of # with right keyword.

Twitter is the prominent social media channel which uses hashtags widely.  I find hashtags are more effective when used in tweets as compared to their use in other social networking sites.


For social media marketing enthusiasts, marketers, and growth hackers, here is a list of  top 10 hashtags used by tweeters.


Image View: Top 10 Social Media Marketing Hashtags for Twitter Marketers


These hashtags are listed in the order of popularity ranking from 1 to 10. 

1.#SocialMedia

2.#SocialMediaMarketing

3.#smm or #SMM

4.#SMTips

5.#ViralMarketing

6.#SocialBranding

7.#SocialNetworking

8.#TwitterMarketing

9.#FacebookMarketing

10.#ContentMarketing

Tip for Capitalization in Hashtags: 


Technically speaking, capitalization doesn’t matter. However, we use #tags combining two or three words, it becomes difficult for the reader  to understand them, chances are that they might ignore your tweets.  The use of proper capitalization in hashtags when necessary makes the tweet look easy-to-read and hence to retweet. 

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4 Strategies to Build Twitter Presence for Successful Hashtag Campaigns

Marketing and promotions on social media have taken equally vital place in the budget and strategies as mainstream media advertising. Traditional print, television and radio marketing are now incorporated with social media marketing. For twitter marketing tactics, hashtag campaigns play a significant role. 

Business giants and small start-ups are ready to pour a large amount of their budget on social media campaigns by hashtags. 

Let’s discuss some winning strategies for hashtag campaigns.

1. Create an Active Presence on Twitter Months before Campaigns.


    • Before running a hashtag campaign plan your theme for it. Work on Long-term strategies.
    • Plan your campaigns at least 4-5 months before the event.
    • Maintain active presence on twitter.
    • Start-ups may feel it alluring to create a theme based hashtag campaign on Twitter to get a big fan following with the beginning of their twitter presence. However, it is difficult to get instant virality. Even if campaign may get an initial success by promoted campaigns or contests, how longer will it last? Chances are less! 
    • If people forget your handle/brand once the campaign is over, campaign can not be counted as a complete success. That doesn’t mean that there shouldn’t be any campaign at the opening of twitter handle. However, over- evaluation of expectations of fame should be avoided. 

    2. Consider these 10 questions to set the purpose, style, and tone of your twitter handle.

    • What do you offer, a product or service?
    • What do you want to tweet?
    • Do you want to help your target audience?
    • Do you give tips on a particular topic?
    • Do you give links to your website/blog?
    • What is your tone?
    • Do you reply to queries?
    • Are you an open networker?
    • Why should people follow you?
    • What will be the call to actions?



    Let people know first what your handle is for.

    3. Give time and efforts to grow real followers!


    When real followers grow, your presence naturally reaches to their followers. When your followers and real people retweet or favorite your tweets, they get authentic engagement and more and more tweeters know about your handle and your brand. 
    This is a bit slow process and it needs patience. 

    Creating and posting quality content is the key here.

    4. Track real growth vs. fake following

    • Return on investment is measured in different metrics like reach, retweets, engagement, and clicks to links shared.

    • Retweets by real people go viral, fake retweets are easily recognized and spam is obviously ignored.

    • You have to reach to real people for real marketing. Showing huge fan following on social media by buying followers is the easiest way to create brand popularity. Nevertheless, if you create an account and get 10000 people immediately to follow you, people can effortlessly guess the fake followers’ growth.There are many tools available online which lets anybody check fake following of any handle. For active tweeters it is very easy to find the difference between real and fake following.
    • Measure engagement metrics regularly, weekly tracking is good.
    • Fake following and fake engagement with your tweet content harms reputation.
    • Your posts shouldn’t be robotic, or too much automated.

    The Bottom line is that whether the engagement with tweets is real or fake will be the decisive factor that makes any campaign a success or a failure or just an illusion of success.  




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    How To Create and Embed Twitter Custom Timeline on Your Website

    Twitter allows the users to create custom timeline and create a widget for that timeline which can be embedded onto website. Enabling this feature twitter has opened more opportunity for the users to use Twitter more effectively and more comprehensively with more interactions for branding and marketing purposes.


    What is Twitter Custom Timeline:


    When we search any keyword or hashtag on Twitter, the search results we get are in the form of a timeline. When we want to follow a particular search result and want to share it with our website users, we can embed these search results with the help of a widget. Twitter provides us widget configurator by which we can create a widget for custom timeline and can embed it on our website. 

    Steps to Create and Embed Custom Timeline Widget:


    1. Search the term, keyword or Hash tag on Twitter, the results of which you want to embed.     You can use the advanced search too.


    2. Click on the gear icon next to the search results.
    3. Click on Embed Search and you will be redirected to Widget Configurator. 

     


    4. Here you can choose, different options like to enable safe search mode, to show only top          tweets or to show all the tweets and auto expansion of photos. Auto expand photos option      will increase the loading time and it’s not the important and beneficial option, so it’s better      to keep it unchecked. You can also choose the height of the widget.

    5. Then choose the right theme and link colors which will be clearly visible on the theme of          your website.

    6.  Click on the create widget button and you will get the code of the widget.
         Copy and paste the code on your website.

    Different widgets you can create are the timeline for Favorites, the timeline for a particular username tweets and a widget for the lists stream.





    Benefits of Embedding Custom Timeline:


    People can interact, retweet directly from the website. This feature is not just useful to gain more followers for the brand but also effective for more lead generation and more customers.

    Strategies to use Custom Timeline for Branding and Marketing:

    • You can use the widget for a particular hash tag created for your brand.
    • Twitter search can be embedded to promote an event. People can discuss, interact, and ask queries related to the event. Followers of the event and the company will increase.
    • Embedding timeline for a particular handle is also great way to increase the engagement. Hootsuite has embedded their Twitter help handle on their help section of the site, people can ask for help through this widget and can get the instant help too.
    • A company can create a list of the employees’ twitter handles and the list timeline can be embedded on company website for the live updates.
    • Marketers often arrange twitter chat. The timeline with hashtag for the twitter chat can be embedded.


    Decide the strategy which will be perfect for your brand depending  on your marketing goal and targeted audience.

    Do share your experiences about gain of followers, lead generation before and after embedding the custom timeline. 


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    10 Killer Twitter Marketing Strategies


    Twitter marketing has become an essential tool of promotion for brands, individuals, small or big businesses. Without twitter promotion Social Media Presence will become almost negligible. Even if you or your brand is having a great success and a huge fan following on the Facebook still, I will say, Social Media Presence, brand management, communication with the prospects, viral reach becomes faint without twitter marketing. 



    The Success Secret of Twitter : 

     

    Millions of tweets – The short messages either with links or without links, with or without photos videos are posted, shared, reshared on Twitter just in 1 second. Once you know how to use this secret for your Twitter marketing, you will reach maximum targeted audience with minimum cost, time and of course with minimum words.

    Hash Tags :  When you use Hashtags within the tweets, your tweet reaches in the search result of that particular Hashtags and to the millions of tweeples who are tweeting in the same Hashtag, even if they are not your followers. 

    Just Imagine can you reach millions of prospects and customers withing few seconds and within few words? The competition is very high very high due to this fastest Twitter Secret but this competitive atmosphere increases the quality too.

    Twitter Marketing Strategies :



    1. Spend some time on Twitter for market research in your niche on Twitter.  Find top tweeps, prospects, competitors.
    2. Make a plan for at least month or a week about the hashtags, no. of tweets daily. Be creative while writing tweets.
    3. Create lists and add twitter users from your niche to them .  By this, you can have market watch and what your customers or prospects are talking about your products.
    4. Arrange twitter chat and participate in twitter chats arranged by others in your niche.
    5. Use SEO keyword phrase in your tweets.
    6. Tweet on prime time. Choose the time and frequency of posting on twitter, when more no. of the twitter users in your niche are actively participating on twitter.  Depending on the geographical locations, local time of your targeted audience, the time for posting, discussions should be chosen.
    7. Keep reviewing the strategies, based on analytic reports. The time you spent for twitter marketing and increase in the no. of followers, retweets, favorites should be reviewed  frequently as per your twitter marketing plan and twitter marketing goals.  This is most important strategy because staying organized is necessary for Social Media Marketing.
    8. Favorite the feedback from your customers or followers. When people will check your profile, your favorites will appear like Testimonials on twitter.
    9. Help people by providing information they are searching for to build reputation and relations.
    10. Finally, love tweeting, enjoy the discussions, people like natural thoughts in the form of tweets more than just automated Tweets.

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