The Two-Way Marketing Street

Zircon’s Marketing ToolBox

From the early days of transactional marketing to today’s highly engaging relationship marketing, marketers have learned to adapt to the changing customer culture. Today’s marketers are entrenched in a two-way marketing street – one that is give and take, listen and respond, lead and reciprocate, and go forward and take a step back.

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Customers are directing traffic to and from your website, stopping to converse from the sidelines of third party sites or they are sitting in the driver’s seat, steering your discussion via the social media stratosphere.

How can companies benefit from the two-way street of marketing? Here are five superhighway ideas for your brand:

  • Rev It Up. Ignite your customer engine by understanding first what’s on your audience’s mind. What do they want? What are they thinking? Customer centricity is #1, replacing a sometimes contrasting sales mentality. Get the customer insights directly from the source. Conduct customer surveys, create…

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The Shapes of Social Media

Zircon’s Marketing ToolBox

Social media is shaping business communication. A brand’s influence expands and contracts to the shapes of social media and a flow of new content provides companies with new ways to engage and share their brand with fans. Marketers can be, however, challenged to write content. By using the shapes of social media as your content template, you can more readily create new posts and articles.

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You’re at square one with a seemingly lack of content ideas. Know this: The ideas are there. Do you have a new product, service, or program to talk about? Perhaps you are challenged by an issue or would like to brainstorm? Go ahead and ask questions, write answers, query your readers, write how-to’s, provide tips, and lend ideas. Use your keyboard to talk to your readers. Let your imagination take you from Square One to a new dimension. Social media content providers also can…

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How to Host A Successful Twitter Chat

Zircon’s Marketing ToolBox

Hosting a Twitter Chat is an excellent way to build avid followers, elevate your social media engagement, and position you and your company as an expert in your field. Once you have set up your Twitter profile, established a following, and are actively tweeting, retweeting, and replying with relevant content within the Twittersphere, take your Twitter account to the next level by hosting a Twitter Chat.

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Ten Steps to Twitter Chat Success

  • Participate. Before you host your own chat, participate in others. Take a backseat approach, familiarize yourself with the structure and see how others are doing it in your industry. To find relevant chats, comb through your news feed or search via relevant keyword hashtags and keep a log of what chats are occurring and when. Jump in. Examine how the Twitter chat works by paying special attention to how chat participants respond to each other and how the…

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It’s Showtime!

Zircon’s Marketing ToolBox

Picnic with dogSummer is here!  Backyard barbecues, picnics by the lake, and outdoor concerts fill those warm, sunny days. But even with these simple outings, before the festivities begin, logistics must be in order; from purchasing supplies, to producing a guest list, to selecting the venue. Similarly, boardrooms across America are armed with logistical planning for their major year end event – the holiday shopping season.

Prep time sets the stage for success days, weeks, months and sometimes even years down the line. To successfully promote a holiday campaign or launch a new product into the marketplace, extensive details cannot be left to chance – everything needs to be intricately placed together like pieces of a Jenga puzzle that must fit just right and with the right touch. A well-thought out action plan practically leaps off the manufacturing floor into shipping and into the retailer’s footprint. Put a marketing deliverable into the…

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What is a Blog (Part II)

Zircon’s Marketing ToolBox

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In Part I, we explored what a blog is versus other forms of writing.  Optimize your blog today by reading our “How to Blog” tips!

Keep it light.  Readers turn to blogs that are conversational in tone and have a humorous, airy, and entertaining tone. Successful blogs have a “voice” that resonates with readers.

Be thought provoking. It is important to hold the attention of the reader and provide tangible and useful information. Blogs should read well and offer information or a key takeway that the individual can use in his everyday work/job site environment.

Tone down the technical.  Although a blog, similar to other Zircon content, must be 100% accurate, the content should appeal to a broad audience and shouldn’t be an instruction manual, white paper, or technical paper. The objective of the blog is to engage the reader, not necessarily provide a complete how to…

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What is a Blog?

Want to write a successful blog? Here are the first steps.

Zircon’s Marketing ToolBox

Is the written word still viable?  In the social media age, how important are articles? Twitter’s 140 character platform, YouTube’s visual channel, and the creative and instantaneous nature of Instagram make marketers contemplate if traditional marketing materials still compel customers to act, buy or engage with a brand.

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Businesses still need written content – and lots of it – to continue to embrace the company’s brand followers and attract new customers.

At Zircon Corporation, you may know them as the maker of the original electronic stud finder, the company has an extensive library of content that it continuously produces for its domestic, as well as international, audience. Content includes videos, news releases, white papers, emails, ads, web copy, packaging, merchandising, instructions, and more. Each online and offline piece has a vital goal – to educate and promote the company’s vision and products. A favorite among communications specialists is the…

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Product Innovation: The Customer is Always Right!

Zircon’s Marketing ToolBox

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Each year, companies beef up their product lines with new innovations. What drives ingenuity? How do businesses engineer the next big hit, time and again?  Is it simply the passionate pursuit of one creative pioneer or do several experts brainstorm the next wave of technological wonder?  Does the company pour through mountains of research to determine what products will invigorate, revive, or launch the next new brand?  Or do they just use their core competencies to reengineer a prior product line into a sleek, updated version?  The next product launch could be the brainchild of a singular individual or many think tank professionals.

Oftentimes, the most successful companies evaluate their strengths and weaknesses, current product line, and wants and needs of their customers to provide the greatest genesis for new product inventions. Feedback from jobsite professionals, distributors, the retail network, and experts in the field provide vital insight. Each online…

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