social media
By Lorenzo Hickey
Go mobile or Go home... Your guide to being seen, available and everywhere using digital delivery solutions We live in an amazing time. With all the technology we have at our disposal, communication barriers have been eliminated. I am convinced that to change your business world, you must adapt to the changing world as a daily practice. The evolution and constant change in the marketing landscape is a fulltime job. Staying ahead of the options is quickly becoming impossible so we hope to give you some core ideas for each reader no matter what your business situation is. So, what do you do? React as quickly as possible, which will help you from being eliminated by the competition. The competition is not always the business or person you think of normally. The new competition is the massive influx of print and digital media on the myriad platforms available to us. The core question is always how and where do you spend your time and hard-earned money when it comes to marketing options. How do you stand out? Let us look at the traditional ways for marketing your craft brands: > Print media & advertising > Mailing & flyers > TV advertising > Social media platforms > Word of mouth > Websites Each of these has a conversion rate that, at one point in time, was acceptable, but today are not as effective in reaching every customer where he or she lives and plays. So, where is the silver lining and how can we help? “Go mobile or go home.” Think about it. The No. 1 disruptor for
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CRAFT BRAND AND MARKETING
the unforeseeable future is the mobile phone. There are more smartphones today than computers in the market. Mobile phones and apps are the fastest growing technology ever. Did you know the average person spends more than three hours a day on the phone? In fact, 90% of that time is spent on an app. With the pandemic wreaking havoc, that number is climbing above the four-hour mark. If customer engagement and conversion is what you are focusing on, then what I say next will be an eye opener. These number can be adjusted based on a stronger following by some individuals or companies, but in general, the thing to pay attention to is the GAP between email versus mobile.
Impactful Influencer
The first step in being seen is to be visible, which includes becoming
an Impactful Influencer. We each have our own unique stories and special qualities that make us who we are. Each of us can make a difference in some way with those who need to hear the stories and the wisdom we gained because of the life lessons that brought us to where we are today. Becoming an Industry Influencer takes time and learning about the tools available to us to help navigate getting our message seen and heard. Our motto is “Be Seen ~ Be Available ~ Be Everywhere. Fortunately, there are certain things you can do to speed up your learning curve. For example, the following are five proven strategies to expand your circle of influence in your market. Try any of these and you will speed your way to being viewed as a respected, knowledgeable and influential industry leader.
EMAIL MARKETING *PUSH MARKETING (Mobile)
Opt-in: 1 to 3 % on a good day *Opt-in: 60 to 80% Open Rates: 15-20% and what I see is more like 10% *Open: 80% + (are seen) Click Rate: 2.5% *Click: 15 – 40%
MARCH/APRIL 2020
CBAM-MAG.COM
