- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Online Marketing Is Like Throwing a Party
Posted on May 26th 2013
I was at a fantastic party recently, and being unable to switch off from work meant I found myself comparing it to marketing a business (sad, I know).
Here are my observations on the similarities between throwing a party and promoting a business online.
Do your guests have anything in common?
Have you ever been to a party where the people you spoke to seemed a little boring? Maybe they talked about themselves all night or had nothing new to say. If you’re planning on promoting your business, imagine yourself at a party first.
- Do you want your company to come across as self-obsessed?
- Do you want your website to be the boring old Uncle in the corner with nothing new to say?
When you think of party food, things like pizza, sandwiches and sausage rolls come to mind. Wouldn’t it be nice to go to a party where someone had gone that extra mile with the food?
Your marketing needs to stand out from the crowd. Imagine you had a website about mortgages and the text sounded exactly the same as all the other mortgage websites out there. Do you think people would appreciate that lack of effort? Do you think people really like frozen sausage rolls?
Take the time to really think about how your business is different from your competition before you market your business.
How long do people stay?
If you throw a party and everyone has left within a short time of arriving there’s something wrong.
The same principle applies to your website. The text on your website plays a huge role in how long people hang around. A poor headline that just says “Welcome to our website” will hardly capture their attention and make them want to read on.
Experiment with different headlines and use Google Analytics to monitor how each of them affects the length of time people stay on your website.
Do you make it easy for people to find the venue?
When you’re inviting people to a party at a venue, it’s nice to tell them where it is. Maybe print a little map inside your invites.
When it comes to online marketing it makes sense to point people in the direction of your website. Here’s what you can do to achieve this:
- Use keywords relevant to your website in your meta titles, descriptions, headings and sub headings (Google any of these you’re not sure about) rather than just “welcome”
- Create an online map by getting lots of relevant incoming links to your website that will make it easier for people to find
What’s in it for you?
Throwing a party just so you can get lots of presents tends not to go down well. You may well get a few nice gifts but then not hear from people for a long time afterwards.
Using your marketing purely for the hard sell will have the same effect. A few people may buy initially but it’s not going to win you lots of repeat customers.
Think about what’s in it for your potential customers. Why should they buy your product or service?
So there you have it. Maybe the next time I go to a party I can enjoy myself without thinking about marketing!