Dear ,
Are you getting the most visibility for your marketing?
Why do I ask?
Because I spent this weekend at the Marriott Marquis attending a knitting
conference, Vogue Knitting Live, in Times Square.
As the epicenter of NYC tourism, Time Square is famous for its well-lit, attention-getting billboards.
In fact, if your building sits on Times Square, city zoning requires you to have eye-catching OOH (aka: out-of-home) media. This includes the Marriott Marquis.
As one of the hotel chain’s showcase establishments, the Marriott Marquis placed a camera ready red carpet photo station with a branded backdrop across from the eighth floor check-in.
Actionable Marketing Tactic:
For those of you who don’t know me, I’m a sucker for fun photo opps.
Here’s my Marriott Marquis selfie with help from the concierge.
But this setup reveals that, as a marketer, you can get too close
to a project
Why?
While the Marriott Marquis and “I Love NY” logos are integrated into the backdrop, they miss a social media opportunity to tag the hotel and add a hashtag.
This is understandable because, despite its deep social media and content marketing experience, Marriott remains focused on branding. Further, if you see photos of your friends and colleagues at the Marriott Marquis, you can easily find it.
BUT:
If you don’t have Marriott’s budget and brand recognition, use every opportunity to add brand visibility even if your audience doesn’t add the information to their social media postings!
Why?
To help their family, friends and followers who may want more information about your business!
Vogue Knitting Live attendees show up to learn and shop. Since they come with their knitting buddies and family, their purchase influencers are at their side when they buy. And these trusted sources will give it to them straight.
Unlike other designers, knitting rockstar Stephen West stands out in a crowd. West wears carefully selected outfits consisting of eye-popping, must-look colors. Just as Jay Baer wears loud plaid suits.
As the pied piper of the knitting
world, Stephen knows how to attract and support his following. So it’s no surprise that West’s designs sell like hotcakes.
Because West knows his audience, his patterns are forgiving in terms of fit and knitting experience. This provides a bigger potential buyer pool.
But more importantly, West empowers knitters to own their creations made from his patterns. Look at the projects on his Ravelry pattern pages, you’ll see happy knitters stepping out of their comfort zone and feeling good about what
they made and how they look.
Take a page from this knitting influencer:
When West attends a knitting conference, he is at home with meeting and engaging with his community. In addition to teaching classes and giving lectures, West had a table where he sold one of his books. But more importantly, he
stood with his community and took photos.
Why does this matter to you as a marketer?
According to Chris Penn, influencer marketing is positioned to explode in 2019.
Influencers help you break through in a challenging media landscape to attract attention on owned, social media and search.
BUT-- you don’t need influencers with massive followings and name recognition.
Instead tap into the power of micro and nano-influencers. They have small audiences but strong relationships.
Use these lessons to support your content and social media distribution.
Regardless of your business, B2B or B2C, your objective for 2019 is to continue to keep and grow your addressable audience.
To that end keep nurturing and building your audience where they spend time.
Where appropriate, tap into the power of micro and nano-influencers because they have strong sway over your customers.
Until next week,
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
 Is your social media lacking a strategy?
Don’t worry.
While you’re not alone, we’ve got you covered to boost your social media results with this easy, no brainer one page strategy.
BTW—Want to take your social media to the next level? Attend Social Media Marketing World to get the inside track. (Note: discount code
included in link.)
 To help you get your content on track for 2019, use this 5 step approach to content creation to develop the content your business needs.
Influencer marketing is based on word of mouth.
While I’m a fan of tapping into the power of word of mouth marketing, leave it to Jay to codify how to use it.
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Heidi Cohen Around the Internet
• Want to know how to get your content distribution to catch fire? Check out CoSchedule’s podcast featuring Heidi Cohen.
Photos: Heidi
Cohen at Vogue Knitting – ©2019 Heidi Cohen
Terrific! You made it this far. Now here's the fine print:
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Social Media Marketing World 2019