Marketing Predictions for 2016 from Industry Experts

As 2015 comes to a close, industry experts predict the trends that we're going to see in social media - from content creation to SEO rankings.  Here are some of our favorites we've read so far.








B2B Beat: The B2B Marketing Trends That Will Define 2016, LinkedIn Marketing Solutions Blog

This blog post features the opinions of 10 marketing leaders and advertising agency executives.  The suggestions range with some of the experts predicting that they will see an increase in targeted customer marketing.  Others talk about content and how that content will take shape (video) and how it will be produced (through managers and executives who will oversee social media decisions).

10 Marketing Tactics to Plan for in 2016, Inc. 

The key influencers who were quoted in this article were asked to answer what marketing tactic they were going to implement in 2016.  My personal favorite is how one company plans to make their brand voice stronger. 

Experts Predict 9 Ways Internet Marketing Will Change in 2016, Inc. 

For the second article from Inc., this focuses on the opinions of experts in the internet marketing field.  Some of the experts are predicting a heavier shift in transparent communication which includes videos and live-streaming apps.  Customers want to know they are benefiting from showing their vulnerability to companies by those companies returning the favor. 

5 Online Marketing Trends to Watch for in 2016, Inc. 

Another Inc. article where online marketing is the topic.  The most important thing to take away from this article is the fact that website design and efficiency is important and will play into SEO rankings.  A website being mobile friendly is important in 2015 and will continue into 2016. 

7 Marketing Trends You Need to Know for 2016, Inc.

What I like most about this article is its positioning for businesses to think about the trends mentioned as part of their marketing investment.  The trends still continue to anticipate high quality content but that will come from better writing skills and more personalization.

6 Game-Changing Social Media Trends for 2016 – The Influencer’s View, Business to Community

This is another article that talks about the predictions of social media marketing trends for 2016.  It also highlights the importance of personalization of content for customers as we now have more ways to target our audience. 

HubSpot’s Brian Halligan on The New Sales Playbook of 2016, Impact Branding & Design
 

The blog post itself is brief but you have the option to sign up for Impact's mailing list.  If you do, you're awarded with the option to download their 46 page, "16 on 2016 - Inbound Marketing Predictions from 16 Industry Experts." It's an easy-to-read PDF of experts who share their thoughts on all things marketing come the new year. 

As each article differs, one thing can be for certain in the new year: content is still king when it comes to Google preference and SEO results.  Video marketing boomed in 2015 and will continue to solidify itself as a content piece especially with live-streaming options like Periscope.  

It is also important to continually identify your customer's pain points when it comes to creating content.  Long-form content is predicted to be favorable and more so when it addresses a specific problem.  

We hope these articles help you figure out your marketing tactics and goals for the new year.  Have any suggestions of your own?  Let us know! 

Quora Marketing

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The reason why a company is in business is because they feel they are the expert in that particular field.  They feel they are the solution to their customer's problem. 

For social media content, it is important to capitalize on this.  You should be pushing content that shows you are a knowledgeable company and your customer can trust what you're talking about. 

This is especially important in the B2B (business to business) marketing world.  These businesses can't capitalize on a tangible product - they aren't going to generate instant gratification that way.  They must build up their customer's trust by showing they know what it is you are looking to solve and that they are the ones who can make that happen.  

One not-so-common (or rather, instantly thought of) way of spreading your knowledge is through Quora. The question and forum website allows users to post a question to a particular thread, and can get answers from the average Joe, to CEO's.  Their mission is to, "share and grow the world's knowledge." You can be apart of that.

You will increase your visibility even if it's just by a few people but you're still generating a presence and that's what is important.  It's also a cost-effective way to market yourself online (because it's free!)  As a small business, you want to cut costs and maximize your efficiency.  

The more questions you answer, the more you will become synonymous with that topic area.  On the right hand side, Quora will also list the most viewed profiles.  Taking just 10-20 minutes a week to do this can help you and your business on your quest to generate awareness.  

Do you have other ways your business identifies itself as an expert?  Let us know!

Smile! You're on Instagram

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It is no secret now that most people are digesting their content online through video and pictures.  Have you been on Facebook lately?  I'm sure you have a whole folder dedicated to the newest (and delicious) cooking tutorial that Buzzfeed posted.  

But Instagram is the photo-sharing social media app that is a force to be reckoned with.  Instagram's active user base has grown by 64 percent.

It is the app both individuals and businesses are using to capture audiences.  It is easy to use and has a sleek, modern design.  It is the app that you should be getting onto now.  

Instagram is a great way to market your business because it gives you a chance to take your customers behind the scenes of the day to day operations.  Behind the business is a person and that helps you connect with your customer on a more personal level (see benefits verses features marketing).  

So now that you are ready and willing to get onto Instagram, what should you do next?

Identify what your company stands for and post a visual representation of it.  

We wanted to show that we welcome new visitors, that we believe in collaboration. We also wanted to show the uniqueness of our members.  

Once you have some pictures posted, you want to identify the keywords you want your company to be associated with on Instagram.  Once you have them picked out, utilize Instagram's search feature:

It will return to you the keyword and how many posts are associated with it, and other forms of how your key word is being adapted.  

Now you're posting pictures and hash tagging like a pro!  But you want to create awareness of your brand by interacting and following other users.  When you click on the respected hash tag, it will show you all posts that have the hash tag in their description.  This helps you find accounts to follow.  

But what do you post now?  

Instagram is a great way to showcase unique parts of your business and describe it in-depth.  One thing you must remember is that this is another platform for your business to connect with your customer.  What is your objective on Instagram?  Is it to build brand awareness? Make sure you know why you are posting on this social media outlet.  

Once you do that, some fun ideas of photos could include taking a photo of a client meeting or showing that it's someone's birthday in the office.  You want to make your photos vibrant and eye-catching - give people a reason to connect! 

Here are some additional articles that can help you on your quest to Instagram greatness:

• http://www.socialmediatoday.com/social-networks/peteschauer/2015-05-31/5-easiest-ways-grow-your-instagram-following

• http://pegfitzpatrick.com/instagram-productivity-tips-how-to-create-a-workflow-that-works/?utm_source=socialmediaexaminer.com&utm_medium=socialmediaexaminer.com&utm_campaign=socialmediaexaminer.com 

Let us know your Instagram tips and follow us on Instagram! @Incutate

Back at Work After a Long Holiday Weekend

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Getting back on the grind after a long holiday weekend.  

Let's face it.  It's not easy to get back to work after spending time away from the office.  Projects you've put off now become your priority and you're a little slower at getting into the swing of your routine.  

With social media, you don't feel out of touch with your customer or what's going on - everything is documented in real time.

Every company is different and how they execute their social media is different.  The main thing to do is start the engaging conversation early.  Ask your customers/followers how their holidays were.  While you wait for their responses, plan out your week.  Identify what goals you wish to achieve and have a plan on how to make that happen.

Rome wasn't built in a day so don't feel you need to rush to get everything done.  Prioritize your projects and tasks.  They will get done but not if you are rushing to do so.  

Did you mean to make a post over the weekend and forgot to do so?  You can use the "backdate" option on Facebook.  You have your posted scheduled for when it should have been posted. 

Long weekends are great.  Getting back to the work world might not feel so great at first, but with the right planning, you'll be back into your routine in no time.  

Help us spread the word by sharing this on Facebook!

Features Verses Benefits Marketing

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Marketing:  Features Verses Benefits 

Features are great.  They are what differentiates itself from the competition.  But selling your product or service solely on features may not be enough for your customer.

Take Incutate for example.  We have really great features (which we call amenities) like wifi, storage, kitchenette, areas to lounge around in - our list can grow further. 

Okay, but why?

There needs to be value.  What is your customer going to gain from your product or service when they choose you?  Time and money are valuable things and for your customer, they want to know that they money they invest into your business is going to not only produce the results your company says, but help them solve the problem that caused them to seek you out in the first place. 

Benefits are going to satisfy the customer.  While it is important to explain what your product or service does, it is even more important to explain what the product/service will do.  You have to answer when the customer asks, "What is your product going to do for me?"

We answer that question with community, collaboration, and business resources for your success.  Sometimes, the best selling points are not that are tangible.

There is something called "pain points" that your customer is looking to alleviate with your product/service.  It is the "why" in their decision to buy.  You need to be a solution to your customer. Doing this and you will find there is more clarity and understanding in your campaign to target your customer.

Like' us on Facebook at Facebook.com/Incutate 

Follow us on Twitter with the handle @Incutate

Google My Business: What It Is + October Results

A brief introduction if you aren't familiar with what Google My Business is:

Google My Business is an important tool when it comes to social media analytics.  Release June of 2014, this feature helps bring customers and businesses together under one roof using Google Search, Maps, and Google+.

What it looks like:

Say if you google search "Incutate," here's what's going to come up:

Your Google+ business account is so important when it comes to customers finding your business online.  You want to make sure that you are listed under your company's niche or field.  We orgionally were under "Office Rental Agency" and had to change when we weren't coming up under "Coworking Space" - lesson is choose wisely!

"Website" takes you to the website and "directions" makes it easier to route your commute/location.

Here's what it looks like when you google search "Coworking spaces south jersey":

 There we are!!

The ease of convenience for a customer to be able to interact with your company through finding your website, social media outlets, and being able to contact you is so important. 

How to get started with a Google+ page:

> https://accounts.google.com/signup
> Follow the prompts to creating your new account
> Note that you must verify your business before you will have a registered Google+ account.  Google will send you a pin you must use to register your business.  After that, you're official!

When making your Google+ account, realize this is now another social media outlet for your business.  Make sure the information you use is consistent across all platforms.

October Results:

Once your Google+ account is up and running, Google is kind enough to send you monthly statements - the interaction a customer had with your platform.  Here's what it looks like:

Google My Business is on your side to help your business grow organically.  Utilize these free tools to help kick-start your social media and Google search presence!

More information about Google My Business: www.google.com/business
                                                                           Google and Your Business
                                                                           Blog post on Search Engine Machine

Do you want our autograph? Incutate is featured in SJ Biz Mag's Close of Biz for their Novemeber issue!

Incutate was featured as the "Close of Biz" in this month's SJ Biz Magazine!  We're the only coworking space in Gloucester County (and proud of it) and we hope to reach more people in the future.

Thanks to Michelle Boyles for writing the article and coming by to visit our space!

You can read the article below or you can click here to follow the link to the digital version.

 

#coworking #southejersey #gloucestercounty #officespace #business #resources

 

Marketing SERIES? Three-Part Social Media Workshop!

 

#MarketingMondays

A three-part social media workshop?? What?! How awesome!  Instead of just reading about the do's and don'ts of social media, learn and work on how to leverage it for your business!  

Facilitated by Claudia Krusch of Social Coerce (the company Claudia founded), you will leave this workshop series like a seasoned pro.  

Seating is limited but we have a few spots open!  Don't miss out on this unique opportunity!  And remember - such a small investment in learning social media from a pro is going to pay off in the end. 

For more information and a link for registration, you can visit our Facebook at Facebook.com/Incutate

Taking It a Step Back: The Business Model Generation

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Taking It a Step Back:  The Business Model Generation

The Business Model Generation the best selling book written by Alexander Osterwalder and Yves Pigneur.  It simplifies the business model and breaks it down into 9 segments:

• Customer Segments
• Value Proposition
• Channels
• Customer Relationships
• Revenue Streams
• Key Resources
• Key Activities 
• Key Partnerships
• Cost Structure

*Taken from the PDF preview of the BMG (http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf)
 **Definitely take the time to read through the PDF.  There's a lot of great information in there.

What I like about this model is the fact that it breaks down the important parts of a successful business model.  Not only that, but there is the blank business model canvas below that helps you get started.

It is important for your company to have a solid business plan in place.  If not, you might find you or your company taking on more opportunities and ultimately stray from your original value prop.

It is also important from the marketing perspective because your marketing efforts should align with the rest of your business efforts.  You need to be able to identify your target audience, what channels you are using to get your product/service to market - all the things listed in the business model canvas.

Once those are identified, you now have legitimate goals to base your marketing campaigns off of.  There becomes a method behind your madness. You need to be able to understand the where and the why of your marketing efforts. 

If you have been in business for a while, the business model canvas/generation is also a great tool to help you to revisit your original business plan.

Have you used the business model generation or business model canvas before?  What are your opinions?  Let us know!

What is Google Analytics?

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Google Analytics...What is it?

A good social media presence is nothing without the ability to see how impactful it is. Being able to measure your traffic (the amount of people who go to your website) is important and you are doing yourself a disservice to be online and not measuring anything! 

Google Analytics is a free service from Google that allows you to learn the in's and the out's of your websites, social media outlets, SEO - there's a lot of features (https://www.google.com/analytics/standard/features/). 

Personally my favorite feature would have to be 'Audience Reporting' feature.  I love being able to use this data to understand who my target market is and understand a little more about them - like where they're from, how old they are, and this can be an attempt to start to piece together more of their needs.

To get started with Google Analytics is easy.  Once you sign up for Google Analytics using a gmail account, go to your ADMIN tab to find your tracking code. 

You'll see a code for this information that you can put into your website's coding (it is in the HTML language).  We personally use Wix (wix.com) to create our website.  They have an option already allotted for Google Analytics code.  Make sure you reach out to whoever built your website to get this in there!

It will take at least 24 hours for Google Analytics to start picking up information for your website.  The best feeling is when you see your page views increase on the daily!  But it is also informative to see what pages are getting traffic and which ones aren't.

From using your Google Analytics data consistently, you will start to see trends in your traffic and your users, how people interact with your site and how they respond to your call of action.*

*Call of action is what you want to accomplish.  It can be something like driving people to your website or encouraging them to contact you - what you want your viewer to do when they interact with your social media/website.

This week covers the basics and how to get yourself started.  Next week, we will look into the nitty-gritty of your dashboard.  You'll be a pro in no time!

If you have any questions about social media or Google Analytics, ask us!  If you found this information useful and think it can benefit someone else?  Share it!

What is a SWOT Analysis?

 SWOT Analysis 

What is it?

SWOT looks at two perspectives - internal and external.

Internal deals with a company's strengths and weaknesses.  These are the things your company is doing well in and things that might be holding you back.  They can range from your product/service offering all the way to HR and your talent pool.

External deals with opportunities and threats your company is going to encounter.  Opportunities could be a change in the economy that allows your company to take advantage or it could be offering a wider arrange of products.  Threats are anything that is going to affect your company which can include competition or not having the resources to utilize an opportunity. 

SWOT analysis are meant for a company to get real with themselves and their organization to lay out what's going on.  It provides a wide enough overview to get in tune with your company and forecast changes that need to be made. 

Below is a blank copy for you to give it a try!

 

#MarketingMondays

4 Social Media Sites You Should be Using For Your Internet Marketing

73% of the U.S. population has a social media profile.  That’s a lot of people.  Social media marketing gives you another medium to measure and track your leads.  It gives you a way to talk to your customer (and your potential customer!)

The most important thing a business needs to remember about social media marketing is that it is customer based, meaning you and your information are one of many a user will see in a day. 

The content you generate should be informative and something of value to whomever reads it.  Users already know you're in business with a product to sell.  It's important to take the focus off of you and onto them.  How can you make your company of value to a potential customer? 

*Look out for more on content creation further down the line*

 Here are the 4 social media sites that you can start your internet marketing strategy with (in our opinion):

1. Facebook – Facebook is the most popular social media site and with good reason.  Facebook is equipped with its own analytics software which gives you real time insight to how well your followers engage with your content. Facebook also lets you pick your target market when you create an ad.

The way it works:  If someone likes what they see from you, they can share it on their feed to their friends.  This is great exposure that only took one person! 

2. Twitter – Twitter is a great way to share quick updates with your followers.  Twitter ads operate in the same manner as Facebook which allow you to pick your target audience.  Twitter has a 140 character limit, so it is important to post shareable quality.   Users have the option to retweet, which is resharing your tweet to their followers.

The way it works:  Your followers will favor or “retweet” what you tweet and this then appears on their time line to their followers.  It has the same sharing idea as Facebook which means you’re reaching more people without doing the work!

3. Instagram – Instagram is the photo sharing app we all love.  Pictures paint a thousand words, and Instagram lets that happen.  Businesses primarily use Instagram as a way to connect and engage with customers.  It allows a company to get “personal” with their followers.  

The way it works: Your followers will see your pictures in their feed.  Hash tagging (a way to organize content on the internet) is the primary method of how users connect with new accounts.

4. Pinterest – Pinterest announced they have a network of 100 million people!   Many people use Pinterest for ideas and inspiration so having your company on there as an option is huge. 

The way it works:  Pinterest is infamous for its “Pin it” feature which allows companies to add the button to their website or content.  When a user goes onto your site and likes it enough, they can “pin it” to their Pinterest board which is viewed by everyone.  

Happy sharing!

Introducing Marketing Mondays + Basic Marketing Q's

A lot of the companies that come through our doors at Incutate are startups and small businesses who need professional resources and marketing is one of them. 

Marketing can be a pretty overwhelming thing, so we wanted to create a consistent marketing resource for those who are looking to start their marketing plans, or need to get familiar with some newer concepts. 

This week, we're going to get our feet wet with some simple marketing questions.  Remember, add yours if you have them!

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What Is Marketing?

• Marketing helps create awareness for a product, service, idea – you name it

How Is It Done?

• A lot of different ways!  Print media, advertisements, video, social media, networking, word-of-mouth…

What is the Best Way to market?

• There isn’t a one size fits all kind of marketing plan.  Each product and service has something unique to offer and it’s important to create the marketing plan that fits it

How much such I expect to invest?

• Budgets tell all! Social media is a popular cost effective way to get the word out there.  You don’t have to pay to have a Facebook or a Twitter and say if you did decide to run an ad campaign on Facebook, you can spend as little as $40 for two weeks. *

*More on that another week

How do I get started?

• Write a marketing plan!*

* Watch out for a downloadable template to help you get started!

Should I be on Social Media?

• YES

How to I create Content for Social Media?  Does it actually Work?

• You have a short amount of time to capture the attention of someone online.  Content helps keeps your followers engaged and helps you get free exposure when they share something they really like from you! 
• How to create content varies.  It can come in different mediums (blog posts, videos, pictures) but really should relate to your niche.  Take a look at these companies really doing their thing.