H2H-marketing-jargon

Why We Don’t Need “H2H” in Our Marketing Jargon Dictionary

Some real smart marketing folks have started to say, “It’s not B2B (business to business) or B2C (business to consumer) – it’s H2H!” I want to agree. Really. I’m all about conversation and making your brand more than a faceless entity by imbuing some real personality in to everything you do. But, here’s why I think “H2H” has to go.

PS – you might have read my recent post on OverGo’s website about what was missing at HubSpot’s Inbound 2014 and start to conclude that I’m just grumpy because my trip to Maine didn’t include quite enough lobster. Not so! Perhaps my brushes with greatness there just gave me the confidence to go out on a limb a bit more. How’s that for “human”?

“Human to Human” is Over Simplified

Sure, companies are made of humans and consumers are humans, but the behavior of a human acting as a business and a human acting as a consumer is different enough to warrant the basic persona differentiation of “B2B” or “B2C.” Buying patterns and motivations are different for each. …

Read More
One Tip for Massive Pinterest Leads via @scalablesocial

The One Tip You Need to Generate Massive Leads with Pinterest

Last month, 14% of our website visitors AND new contacts came from Pinterest. Pretty good, right?

Well, for one of our clients, 48 percent of his traffic 57% of new contacts came from Pinterest. Insane!

How do we do it, you ask? Well, it has a little to do with the industry. This particular client is a pharmacist and nutritional counselor, so it’s not too hard to find a topic that will really do well on Pinterest.

Every month, we create a new piece of downloadable content for his website. Often, our ideas are inspired by what we see on Pinterest. For instance, if we see that a pin on featuring smoothie recipes is really popular on Pinterest, we might create a collection of ten smoothie recipes.Because of the focus of our client, we’ll make them healthy smoothies. They have to taste great AND be good for you. Tricky, but not impossible (we know because we did this). Also, one of them is now what I eat for lunch. Every. Single. Day.

I digress. Now that we have our offer, our landing page, …

Read More
Why should I pin to group boards? Wouldn't it be better to pin to my own boards? via @scalablesocial

Pinterest FAQ: Why Join a Group Board?

Wouldn’t it be better to put images on your own Pinterest boards? After all, when you don’t own the Pinterest board, you have no control over who else pins, what they pin, and even whether that board will still exist tomorrow.

That’s right – entire group boards disappear when a frustrated owner deletes the entire thing. Not to mention the fact that when people follow that board, it doesn’t add to your own follower count.

So, why would you add pins to a shared board?

It’s about exposure. Let’s say you have 100 followers. When you pin something, your 100 followers might see it. If you pin to a board with 1,000 followers, even if those people are NOT following you, those 1,000 people might see your pin. Even I can do the math on that and figure out that 1,000 is better than 100!

Aside from that initial potential exposure, you have a better chance of people repinning your content because so many more are seeing it. I’ve seen this happen in a big way. Pin to my own board …

Read More
brand-advocate-fans-canva

How Canva Creates Brand Advocates and Raving Fans

Brand advocates. Everybody wants them. They give you referrals, they advertise for you for free. They stand up for you when you’re under fire. How does a company attain and retain brand advocates? Sometimes the best way to figure it out is to follow the example of a successful company.

We’ve been on Canva since the days when you needed an invitation. We’ve written about them extensively online and even in print. Yes, I said, “them,” without even meaning to because though Canva is a tool, there are very real people behind it, and it is obvious at every turn. And this, my friends, is how they build raving fans who becoming walking billboards for their amazing service.

Brand advocates share your content, they tell other people about you – and you don’t have to pay them a cent. Which is why all businesses need to do everything they can to create and delight your own. Here’s how Canva does it:

With a Valuable Tool

Canva lets us create amazing designs even though we are not designers – for free. …

Read More
If following others a good way to increase my own Pinterest followers? via @scalablesocial

Pinterest FAQ: Is Following Others a Good Way to Increase My Own Pinterest Followers?

We have this question from a Pinterest user: “So how does the following growth work? It seems that it’s not a “I follow you, you follow back” system like Twitter.”

The first thing to clear up is that Twitter does not operate on an “I follow you, you follow back” system unless you want to always follow everyone who follows you, which is not a great idea, but is a subject for another post.  You always have a choice regarding which accounts you follow.

That said, the real question seems to be, “How can I get more Followers on Pinterest?” Let’s address the “follow-back” query first.

Is Following Others a Good Way to Increase My Own Pinterest Followers?

Yes and no. When you follow someone, or you follow one of their boards, the pinner receives a notification by email (if they’ve opted in) and in their Pinterest notifications (see screen shot). Note that the red Follow button shows up only if you have followed …

Read More
Pinterest FAQ - Should I Pin to Multiple Boards?

Pinterest FAQ: Should I Pin an Image to More Than One Board?

Your pin is good. Really good. It is an amazing image with keyword-rich description and linked to an out-of this-world blog post. The whole world needs to see it.

But, which board should you pin it to? The one with the most followers? The group board? The one with the right subject matter? Is it considered spammy to pin it to many boards?

Pin it to Your Blog Board

If you have a blog (and you do, right?) you need to have a board that houses all your great content. Only your great content. This is a quick and easy way for people to see what content your business writes and what you’re all about. You may find it’s your most popular board!

Every blog post you publish to your own blog needs to go here. First. So you don’t forget. Do it now.

Pin it to Your Most Popular Board – Maybe

If your blog board isn’t your most popular, find out which is. I use ViralTag for scheduling, analytics and for getting information like that. …

Read More
Pinterest Messaging - is there a marketing use for this new feature? via @scalablesocial

Pinterest Messaging – Can it be Used for Marketing?

So, yesterday, I published a blog post on sending pins as a messaging tactic because it seemed an under-utilized feature. Hours later, Pinterest released Pinterest Messaging, and the whole (Pinterest-obsessed) world was abuzz.  Check out the video to see what it’s about:

Basically, now you can send a pin and start a conversation! Previously, you could send a message with a pin, but it just went to the recipient’s email, and there was really no way for them to respond. I know I missed pins, and the reason I know I missed them is that when I updated my Pinterest app for iPad, there was one waiting for me from four days ago!

Not only could I see it, I could (and did) send a reply. Awesome!

When you update your smartphone or tablet app, or log out and back in on desktop, you’ll see it – it’s a new option alongside notifications. Something else I love is that when you have an active conversation on …

Read More
Should businesses use the send a pin feature on Pinterest for marketing? via @scalablesocial

Pinterest “Send a Pin” – A Good Way to Stand Out?

Pinterest is growing up. With about 53 million active monthly users in the US and advertising opening up to all businesses any minute now, it’s starting to get the attention and respect it deserves. Guided search and an ever-improving user experience make its proponents some of the most loyal of any social network.

There’s one feature that’s been around for over a year but doesn’t get a whole lot of love – send a pin. To send a pin, just hover over one until the little paper airplane button appears. Click that then enter a message if you want and choose the person you wish to receive the pin. You must be following each other for this to work. That’s it!!

When you receive a pin, it appears in your notifications and you’ll get a notification on your mobile device.

Is There a Business or Marketing Use for Sending Pins?

Maybe! The idea hit me the other day when a friend and co-worker sent a pin to me from a business account she works. It was …

Read More
The five deadly sins of Pinterest for Business by @mcngmarketing for @scalablesocial

5 Deadly Mistakes that Businesses Make on Pinterest

In the ever changing world of small business, it’s challenging to keep up with all the different digital marketing channels that are out there. It seems that as soon as you start to master one, like inbound marketing or blogging, you then have to worry about Facebook. Now with the visual social media revolution taking place, Pinterest is becoming a powerhouse.

While it’s easy to look at all the glorious case studies of companies that are doing it right, like Petplan insurance who was able to increase requested quotes by 12.5% using Pinterest, it’s just as valuable to look at the mistakes that businesses are making so  you don’t fall into the same trap.

Why? Because your time to your business is valuable, and if I can prevent future headaches, then I know I’ve done my job.

As you read this article, you’re going to know five deadly mistakes that businesses make with Pinterest.

Deadly Mistake #1: Not Linking Your Uploaded Pins

Honestly, this …

Read More
Why would ANYONE pay me to Tweet for them? If my Dad asked, you might wonder, too!

Why Would Anyone Pay Someone to Use Twitter on Behalf of Their Business?

“Why would anyone pay you to tweet for them?” My wonderful dad, who was extremely intelligent and infinitely proud of me, just didn’t understand. He was a chemist, so Twitter was way outside the scope of what he needed to know, but I find that even those in sales don’t always see the value in Twitter.

For myself, I can tell you I’ve gotten work some of the best (and still ongoing) work from a simple Tweet. I’ve found guest bloggers and made great work/personal connections on Twitter. Just yesterday I was invited to speak at an upcoming conference on visual marketing because of an exchange on Twitter.  So, there is value in Twitter. But, back to dear old Dad’s question – “Why would anyone pay me to tweet for them?”

What Twitter Can Do for Your Business

When we at Scalable use Twitter on behalf of a client, we uncover the goals and needs of the client and figure out how to use Twitter to advance those. Goals could include:

Increasing brand or product awareness Putting a human face …

Read More