editorial Marcus Green, Editor
The ‘American Dream’... Do you remember what it was like growing up in the 80’s? It was a special time: Madonna; Michael Jackson, the Pepsi challenge; Arnie versus Stallone; Bruce Springsteen; Ferris Bueller’s Day Off... I can go on and on. Americanisms stood for hope, prosperity and opportunity. But, has this now changed?
Not really... although it may not be ‘cool’ to be
an American they certainly lead the way in multi-media marketing. With their vast consumer base, they are the innovators in the field of strategic marketing, embracing the social media revolution. From start-ups to the large corporates, many businesses have introduced an element of viral marketing into their business strategy. There is no better place than the US to see advanced market segmentation, targeting and positioning techniques in action. Marketing metrics such as click rates, page per view counts and re-tweets are the new measures of marketing performance. Celebrities, A or Z list, all consid- er themselves to be brands within their own rights. The Kardashians have become a globally recognised name with a portfolio of success- ful business ventures benefitting from the brand.
Let’s get back to home territory, I can’t help but notice how far we are behind the US. Our use of social media is no less than the Americans, but UK SME’s have yet to understand how effective viral marketing can be.
You can reach hundreds and thousands of consumers by implement- ing a strategic viral marketing campaign. All you need is something creative and engaging with your brand included and you can achieve significant results at minimal cost, reaching large audiences. But if you are a social media novice where do you start?
Firstly, you need a social media checklist. Do you have a YouTube Channel, Twitter, Facebook and personal LinkedIn profile? Have you considered the new emerging platforms such as Periscope, Snap Chat and Sound Cloud? Secondly, do you have the resources, creative skills and knowledge to put together an effective social media campaign? If not, then the answer is simple... the youth! Speaking to a young per- son aged between 13 and 17 can be more of an education on social media than any training course or engaging the services of a so called ‘media consultant’. Ask them what they watch, why they like it and what their friends follow and you’ll get a crash course in social media marketing.
A YouTube upload on plumbing, mechanics or cooking could get a high viewer count or even something as simple as a ‘how to apply makeup tutorial’, could go viral, and with your company branding included, you could potentially get a huge following overnight. Tread carefully, but go for it!
Enjoy the issue! MG
BRYONY THOMAS
Bryony Thomas is the creator of a powerful end-to-end mar- keting methodology captured in her award-winning book, Watertight Marketing. Through her book, her speaking, her events and her hands-on support, Bryony Thomas gives small business owners the clarity and the structure to step off the roller coaster.
IAN BAXTER
Ian is an entrepreneur and the founder of Baxter Freight, one of the UK’s fastest growing logistics companies, offering solutions for international, European and domestic freight. In his third column for Start Your Business, Ian discusses how to motivate yourself to start a business.
contributors
DR LYNDA SHAW
Dr Lynda Shaw is a cog- nitive neuroscientist and business psychologist and works with senior leaders and their teams who want to better understand emotional responses of clients and colleagues and harness this power to drive business
growth, profits and dramatically improve long-term working relationships.
ROBERT CRAVEN
Robert Craven works with the ambitious directors of fast growing businesses who feel that they could be doing even better. He is the founder of the Directors’ Centre and is the author of best selling business books including,
Kick-Start Your Business and Customer is King, with forewords by Sir Richard Branson. Both books have been described as ‘truly inspirational’ by The Independent newspaper.
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