Advertising online remains the heir apparent to the future of marketing, and what once was cloudy, is starting to clear. Companies such as Google have vastly increased their metric capabilities, providing companies shelling out advertising some much-needed information. However, when you’re advertising as part of your recruitment strategies, there are other important considerations.

The most important thing to remember is that an online hiring campaign isn’t strictly a game of numbers. You’ve furthering your employer brand. You’re increasing engagement. You’re disseminating information about your place of business. To evaluate effectiveness, you need to look at traditional online metrics including page views, landing page visits (if you’ve set up your system that way), and fan/follower counts. Actual conversions or hires remains a solid method to determine whether your campaign is working or not.

New, Web 2.0-savvy ways of tracking your hiring efforts include counting the frequency of re-tweets and searching out mentions of your campaign in other “new media” sources such as blogs and on personal posts. Using traditional and emerging metrics, evaluating your campaign makes a shift from quantitative to qualitative, but is still a very real and obtainable goal.

Signing off for now,

Buyer Advertising
www.buyerads.com

Big companies don’t necessarily translate into big social media followings. Sometimes, it seems like the best-laid plan result in a few followers on Twitter–and that’s if you’re lucky! As you tweet your little business heart out, here are four effective tactics to employ to rein in friends, followers, re-tweeters, and everything in between.

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Make it diverse. By changing up the tone and subject matter of your posts, you’re proving that there’s an actual human behind your machines. That’s a good thing.

Keep it to 170 characters. No, really. Short-linking makes it very easy to gush about your latest product or service, but people read Twitter because they like brevity. Give the people what they want.

Re-tweeting isn’t cheating. While your Twitter account shouldn’t be a directory of other people’s offerings, don’t be afraid to re-tweet the latest buzz from another source.

Be interesting. Seems easy, but the art of pushing out interesting content for users to consume is, well, an art. Some companies never get it right. The ones that do enjoy more online sales and better candidate pools.

Until next time,

Buyer Advertising
www.buyerads.com

You’re probably a little tired of the hype by now: social media is the art of making your audience love you. But what about the other way around–do you love your user base? As Valentines Day rolls around this 2012, it’s important to remember that marketing romance is a two way street. So, to return to our original point: how’s your Facbook these days?

The key for the any-size business looking to build an online following is to target the appropriate demographic. Most interestingly, per the Facebook developers, the typical person who “likes” organizations has over twice the number of friends than the average Facebook user. These are the folks who utilize Facebook as a hobby, and not simply as a networking tool. They willingly spend their free time on Facebook, which means that to earn their interest, you need to pay out in terms of entertainment value. Provide links and talk about your business, but do so in a way that’s interesting, engaging, and for goodness sakes, write about things people want to actually read! There’s no captive audience when it comes to social media.

Another key demographic you’ll want to court is the to 25-39 age range. Why? The average Facebook “liker” is aged 34. That means no matter what your typical customer base is comprised of, spend some time preparing content that’s of value people who fit in this range. Above all else, be proactive about your social media strategy, and entertain while illustrating your services.

Until next time,
www.buyeradvertising.com

You’re a small business. You work hard, but you don’t have thousands to invest in a multiamedia, cross-channel campaign to buff up your social media standing. You need practical advice you can easily translate into more “likes” on Facebook, more followers on Twitter. Here are a few tips for your to get the lead out–without breaking the bank.

1. Share useful articles, videos, and links to resources that can directly benefit your customer.

2. Don’t be afraid to ask for help or for fresh ideas—it keeps your fan base interested and interactive.

3. Post at least once a week. Activity keeps you relevant in the mighty eyes of Google.

4. List ways to connect with other parts of your business. For example, a link where your fans can sign up for your newsletter.

5. Post recent work or ongoing collaborations. Even if you’re a resource for your fans, they still don’t mind hearing (occasionally) about what’s going on in that office of yours.

6. Actively network. Find similar companies and message them. Identify client bases, and do what you can to tap into them.

7. Offer discounts. Better yet, offer discounts only available to your Facebook fans.

‘Til next time,

Buyer Advertising
www.buyerads.com

Congratulations. You’ve set out to build a social media audience, and you’ve met your goal. Whether you’ve gone the route of Twitter or Facebook–or both–you’ve enticed the crowds and proved yourself a social media success. So now what?

The power of many is the opportunity that your audience provides. Consider this: tapping into a large group of people at once, through the power of the Internet, to help with a question or challenge you’re facing. Companies like Mountain Dew have, in the past, used their social media network to let fans vote on the new look of their brand. Meanwhile, businesses like Kickstarter tap their audiences to raise funds for good causes. Companies have also been known to call on their fans directly for creative talent or to find leads.

At the same time, you want to be smart when it comes to tapping your audiences. Don’t give away more information than you’d like about your current strategy, and don’t reveal clients that would prefer to stay anonymous. And remember—this goes for double if you’re a publically-traded company—never admit you’re in dire need of help. Keep it positive, remain excited for new opportunities that your own personal crowd can bring you, and await (and hopefully receive!) some powerful results.

Until next time,
Buyer Advertising

New Year Brings New ways to Save

Mobile technology has evolved rapidly in the last few years, and 2012 is promising new innovations for smart phone and associated technology. Swiping your phone is already a very accessible way to pay at many major restaurants. Mobile technology is also pushing in a new direction: coupons. Designed for touch-enabled smartphones like the Droid and iPhone, mobile coupons work work at the app level by displaying a coupon with a specific code that can be either scanned or entered into an online ordering system. And if the coupon out of date or expired? Too bad—it won’t display anymore.

Mobile coupons seem like a cute idea, but they make a lot of sense, too. It brings chronic coupon clippers up to date with new technology, and leads the bargain-savvy into logging on daily for the latest deals—meaning you’ve got an audience just itching to learn about your products. Mobile coupons are green, too. No paper needed.

Of course, there’s a ways to go before you can shelf your zip-lock bag full of Shaw’s coupons. You won’t find many storefronts (especially in mom and pop operations) that are happy to accept a coupon in the form of a picture on your phone. But the technology is both catchy and catching on: two ingredients needed for future growth. Keep an ear to the rails (and your hand on your smartphone).

Signing off for now,

Buyer Advertising
www.buyerads.com