Digital Engagement Tips to Attract Customers and Fans

To quote Matthew Kobach (@mkobach), "Twitter is a key that unlocks thousands of doors, some of which you never even knew existed." As a member of the Twitterverse for 13 years, I always enjoy meeting new people and learning from them. I recently re-connected with Susan Friesen from British Columbia, Canada, and invited her to appear a second time here on my Blog in a Q&A discussion about digital marketing and engagement. Highlights of our conversation follow a brief introduction.

Susan Friesen is the founder of eVision Media. In her capacity in that role, she recognizes that many business owners waste too much valuable time, money, and energy either hiring the wrong people to do their website and online marketing or trying to do it all themselves...and getting nowhere as a result. When working with clients, she has a proven, personalized, multi-pronged strategy that covers all of the critical aspects that must be done correctly to avoid these costly lessons. Susan can be found online at https://www.eVisionMedia.ca; on Instagram at https://www.instagram.com/susan.evisionmedia; on Facebook at https://www.facebook.com/eVisionMedia; and on Twitter @eVisionMedia.

QUESTION: What is your favorite marketing buzzword, and why?

SUSAN FRIESEN: Right now it's brand positioning. Positioning a business brand in the marketplace is increasingly becoming an absolute necessity. The competition is fierce and the best way to be "The" choice is to work hard at creating a positive and memorable brand.

QUESTION: What marketing buzzword do you find most annoying, and why?

SUSAN FRIESEN: I'd have to say guerilla marketing. It's just so 2000. The old model of push marketing is long dead, but a lot of "Gurus" still preach it. Yes, there could be some immediate results, but it's not a sustainable business model and leaves an overall negative impression, especially when done badly.

QUESTION: One way to continue engagement with customers and fans is email marketing. How do you do this successfully, and what are some e-newsletter tips?

SUSAN FRIESEN: For the past several years, we have consistently sent out a value-based newsletter every Thursday. Without exception! And it's paid off in spades. Our newsletters include a new blog article written specifically for our target audience (Entrepreneurs and Small Business Owners) that they find relevant and informative on their business-building journey. As a result, we have a very low unsubscribe rate.

But not only that, we stay top of mind with our existing clients who often are reminded of an update or promotion they need to do and reach out to have us take care of it. We also get new clients who may have been on our list for years and are ready to have us help them. My biggest tips are to be consistent with weekly send outs and make content about your reader and provide value. Don't make it a sales pitch!

TWEET THIS: Make content about your reader and provide value. ~@eVisionMedia #MarketingTip #DebbieLaskeysBlog

QUESTION: What are some websites you admire, and why?

SUSAN FRIESEN: Ours of course! (https://evisionmedia.ca/) Aside from that, I enjoy www.MindValley.com and the mission they are on to make the world a better place, one human at a time.

In my line of work, I come across hundreds of sites, and sadly, way too many are not designed or built in a way that positions them favourably with their ideal target audience.

QUESTION: What are some brands whose social pages (Facebook, Twitter, Instagram, etc.) you admire, and why — in other words, why are they effective with customers and/or fans?

SUSAN FRIESEN: I tend to follow more small businesses rather than big corporations. Melody Beattie has a very inspirational and motivational social presence. Dr. Berg offers a plethora of informative videos on health. Mari Smith, a Facebook expert, is always charming, informative, and entertaining. Same with Social Media Examiner - very informative and very clear on their brand positioning.

Here are the links mentioned above:
* https://www.instagram.com/authormelodybeattie/
* https://www.facebook.com/writermelodybeattie/
* https://www.facebook.com/drericberg
* https://www.facebook.com/marismith
* https://www.socialmediaexaminer.com/


My thanks to Susan for sharing her marketing insights and for appearing here on my Blog.

Image Credit: Georgie Cobbs via Unsplash.

Check out Susan's previous appearance here on my blog from November 2021:
"The Importance of Brand Identity"
https://www.debbielaskeysblog.com/2021/11/the-importance-of-brand-identity.html

The #GivingTuesday Brand in 2015

 

Since 2012, the Tuesday following Thanksgiving has been known as #GivingTuesday, a day dedicated to online philanthropy. What began as a partnership between the United Nations Foundation and the 92Y in New York City, a cultural center that connects people to the worlds of education, arts, health, and wellness, has grown into a global movement that has engaged over 30,000 nonprofit organizations in more than 65 countries.

According to the #GivingTuesday website: "Just think of a way for your family, your community, your company or your organization to come together to give something more – it can be time, knowledge, love, or donations of food, clothes, or money. Then tell everyone you can about how you are giving...Be a part of a global celebration of a new tradition of generosity."

As Kathy Calvin, President and CEO of the United Nations Foundation, explained, "Long associated with millionaires, philanthropy now belongs to everyone. Through technology and digital communications, people of all ages and all backgrounds can get involved in an issue, whether it’s making an online donation to a group on the other side of the planet or starting a petition to mobilize a community of advocates to push for change. The belief that anyone can make a difference is at the core of the United Nations Foundation’s work. Ted Turner created the UN Foundation because he believes that everyone – not just governments – can play a role in supporting the work of the United Nations, the organization with the global reach to drive big change. This community is about more than charity; it’s about change. People understand that resources are important, but they also want to be deeply engaged, learning about the issues and donating their time, ideas, and voices to help the UN save and change lives."

In the words of philanthropist Ted Turner, “You do not have to be a world leader – or even a billionaire – to make an impact. If we are going to turn things around, we all need to do our part to make it happen. Change starts with you.”

Some in the nonprofit sector might think that year-long outreach consisting of direct mail letters or cards, newsletters, emails, and annual reports have a bigger impact than a single day with a focus on philanthropy. But let's not forget the impact of publicity – and everyone will be talking about their favorite nonprofits on December 1st. The other important reminder is that social media will be on fire with the hashtag #GivingTuesday – and millennials, big social networkers, are future philanthropists. The "know your audience" mantra of marketing 101 demands that all nonprofits participate in #GivingTuesday with some type of campaign to target their existing and future donors.

So, tomorrow, December 1st, share your favorite cause on Twitter, Facebook, or Instagram with the hashtag #GivingTuesday and #MakeADifference – and make a donation to one or more charities.

Learn more at http://www.givingtuesday.org.

Image Credit: GivingTuesday.org.