AMA Tampa Bay

What Connectivity Means for AMA Tampa Bay

Ballywho — Fri, 20 Apr 2012 14:57:16 +0000

by Sean Halter

Each year the new AMA President tries to select a "theme" for their year. The theme is supposed to act as a bit of a road map and encompass the strategic goal for which the chapter can strive throughout that year (which runs July-June for some odd reason).

This year, I chose the word "connectivity" for many reasons; most importantly it's the principle on which I have based my company, and I believe when followed, it ensures success. To me, "connectivity" is at its essence that time-tested belief that people want to do business with companies they know, like and trust – what's changed is how you connect to them! I set out the over-reaching goal of trying to find new building blocks with which to "connect" AMA to the marketing community at large, as well as ensure we are providing multiple "connections" to individual marketers. Coming off the successful relaunch of amatampabay.org, we set up several key objectives to create stronger "connectivity", including:

1) A true member database integrated into the AMA Tampa Bay website – launched in January of this year

2) More speakers from the major brands within our backyard – accomplished with several amazing local brands appearing for the first time, including HSN, Seminole Hard Rock, Gold and Diamond Source and more

3) At least one large scale event to help increase awareness and membership -incredible success with almost 300 in attendance for this sold out event with Chick-Fil-A CEO, Dan Cathy

As we round out the 2011/2012 year, we have exciting "Connectivity" still on the horizon, including:

1) The development of our Marketing Leaders Advisory Council – made up of key Marketing Executives in the community, to provide guidance and a deeper pool of marketing connections

2) The formation of the AMA Tampa Bay Scholarship Foundation – to build and connect the next generation of marketers to our community

3) The creation of our own local American Marketers of the Year Awards – which will highlight the work of so many companies and marketers doing great work right here in Tampa Bay

For all of you who attended an event, joined us as a member and/or visited one of our many different types of touch points – on behalf of the entire board of AMA, without whom all of the above could not have been accomplished, we thank you and hope you will continue to connect and grow with our brand in the year to come!

Best Fresh New Ideas for Email Marketing

Ballywho — Tue, 17 Apr 2012 16:27:31 +0000

Using the same marketing strategies year after year will result in customers who are deaf to your message and immune to your approach. It pays to regularly review and update the way you interact with and incite interest in potential consumers. Consider these fresh, new ideas for email marketing and start brainstorming some ideas of your own.

Rethink Your Design
You no longer need to avoid using images or video to prevent slow loading times. Unless you are only serving a small local community with limited access to high-speed internet, most people now use cable or DSL connections that can handle a visually-friendly and eye-catching email design.

Get Interactive
Today's consumers have become sensitive to blatant advertorial language; instead they respond to interactive relationships that promote community, rather than just sales. Email marketing can come across as one-sided and self-serving if you aren't careful. Include surveys or an encouragement to join the discussion through social media.

Pinpoint the Right Customers
After getting a couple communications that aren't relevant to their situation or interest, a customer might start hitting the dreaded "delete" button without even opening your email. Prevent this by directing your offers to specific customers as best you can. When someone signs up for your newsletters, ask for more than just an email address. Ask questions about gender, location, age, professional industry, family situation, and hobbies. If you run an online store, track orders and send emails to customers about other products that complement their recent purchases.

Put Yourself in the Customer's Pocket
Your emails are probably already popping up on smart phones. Take another step in that direction by promoting a mobile application that can detect location, alert customers to localized deals and events, or take payments or orders through the device before the customer even reaches the store. Start including the app in your email's call to action.

What is your most creative email marketing idea? Share it with our network and find more inspiration from other industry professionals. Learn more about the benefits of joining AMA today.

Top Social Media Marketing Dos and Don’ts

Ballywho — Wed, 11 Apr 2012 19:56:48 +0000

Have you started social media accounts for your business yet? Setting up an online presence on Twitter, Facebook, LinkedIn, or a blog can create meaningful connections and communication with your customers that promotes loyalty and valuable feedback – but opening an account is only your first step. Make sure you are receiving all the benefits you can from social media marketing.

Don't Ignore Your Followers
Social media runs on user interaction. It is these personal communications that will solidify a loyal relationship with your customers. Stay on top of your Twitter mentions, interact with the conversations on your Facebook wall, and reply to commenters on your blog. If you have a large following, you don't need to respond to every message, but stay involved enough that your readers can see that you are personable and available.

Do Post Frequently
Twitter and Facebook were made for short, daily posts. Try to post at least once a day, and aim for quick statements or links that provide value or promote discussion. Blogs should be updated at least once a week with valuable information that is easily scanned and optimized for search engine crawlers.

Don't Over Promote Your Brand
Most of your audience members are already fans of your products or service. Trying to advertise in every post will come off as distant and self-serving, and this tactic often results in a dwindling list of followers. Go ahead and link back to your website a couple times a week, but the majority of your posts should be interactive and conversational – with no hidden agenda.

Do Watch What You Say
It is extremely hard to erase anything once it has been released to the internet. Hold back when it comes to needless controversial opinions, emotional responses, or embarrassing stories and pictures. You won't be able to take them back.

Looking for more social media advice from successful marketing professionals? Our network can supply you with the connections and resources you need. Learn more about joining us today.

Types of Resumes

Ballywho — Thu, 05 Apr 2012 05:57:16 +0000

Have you ever experienced frustration with the traditional outline for resumes? Maybe you've noticed that your particular skill set and work history isn't put in its best light when you start filling out tired and familiar resume templates. The way you organize and pull together your resume doesn't have to follow set-in-stone guidelines. In fact, a more creative presentation could grab more attention and make your resume more memorable. Consider the following tactics and determine which method would work best for you.

The Chronological Resume
This is the most common format for resume writing. You start with your most recent employment and work down, following up with your education and skills set. This organization works well for those with a very straight-forward professional life. If you went straight from school into an entry-level job and steadily built yourself up within the same industry, this method will probably work best for you because your most impressive experiences and accomplishments will be displayed first and foremost. If you've skipped around within different industries, taking a variety of relevant and irrelevant jobs, look for a different way. Try breaking the chronological order, listing your relevant experiences first, followed by your positions out of the industry to fill in the time gaps.

The Skills Resume
A list of skills and accomplishments often conclude a resume, but for some job searchers this list is the most attractive feature on their resume. If you don't have years of experience or an impressive formal education, start off your resume with a list of what would make you a valuable employee. List any special training or knowledge you have that will set you apart from more experienced applicants. Follow up with your education and your work history.

The Combination Resume
Some lucky job searchers have an impressive work history and a stellar list of skills to match. Should they stick with what works, or try something new in hopes of creating an attention grabber? Why not both? You can easily combine your work experience and your skills into one starting section. List your past employers, and within the job description list what skills you learned or used on that job.

After you've perfected your resume, where do you plan to send it? We can help you find job openings that match your qualifications and experience. Learn more by visiting our website and browsing our current positions.

Tips to Give Your Blog Some “Oomph”

Ballywho — Tue, 03 Apr 2012 15:57:19 +0000

What sets your blog apart from the rest? Most online niches are oversaturated with the same information presented the same way day after day. To find more than mild success in the blog-o-sphere, you'll need to step up your efforts and provide some extra "oomph" that not only holds the reader's attention, but inspires them to share and bookmark your work.

Tap Into the Reader's Desires
What is the underlying, pressing problem or desire of your readers? Go beyond information that is just "useful" or "relevant," and really get inside the mind of your audience. What headline would they be incapable of ignoring? Do your research, and write to that. Find blog posts already on the same topic, and then push beyond their suggestions and tips. Offer readers something new; or at least something presented in a new way. Not every post needs to be life-changing, but sprinkle in enough that your subscribers are constantly hoping for an update.

Aim to Inspire
Readers love to share and discuss the posts that tug at their emotions and give them fresh motivation to achieve their goals and accomplish new tasks. Everyone needs to be reminded about something. What does your audience need the extra push to do? These posts are great opportunities to share first or secondhand stories of self-growth and overcoming difficult challenges. You may have a message similar to a hundred other blogs, but these personal touches will make each reading experience unique.

Exceed Expectations
Browse other blogs in your niche to discover what you can normally expect from a blog in your industry. Now how can you go above and beyond that? Maybe this means doing extra research to make your blog more trustworthy and authoritative. Maybe it means making a larger effort to really communicate with and connect to your regular readers. Other ideas might include offering a free e-book for newsletter subscribers, creating a weekly chat hash tag on Twitter, or even planning and hosting a conference for like-minded readers to meet and interact.

Our extensive network provides internet marketers with new resources and space to trade and brainstorm ideas. Let us help you improve your blog. Learn more about joining us today.

DIY SEO: Where Do I Begin?

Ballywho — Tue, 27 Mar 2012 18:57:48 +0000

How much traffic is your website getting? If the visitors you're pulling in are embarrassingly miniscule, or if your numbers have grown stagnant, search engine optimization (SEO) may be the push your website needs to really start working for you.

What Is SEO?
Many SEO practices become easier to understand, even common sense, if you understand exactly what SEO is and how it works. When you optimize your website for search, you are actively giving search engines clues about what you are posting about. The better a search engine can understand your page, the more effective it will be at matching you with the right audience.

Some SEO tactics will also help search engines determine the quality of your site. For example, if a search engine crawls a page that gives little content outside of advertisements, it will typically assume that the page's primary purpose is to make money rather than provide value for searchers.

The Best Beginner SEO Practices
When you're just starting out, try these easy SEO techniques to get your feet wet and grab an initial increase in traffic.

Carefully choose your keywords and phrases. Each page on your website should have at least one relevant keyword or phrase that a reader might search for. The best keywords to choose have few existing results in search engines (under 20,000), but a high amount of monthly searches (over 2,000). You can research keywords with Google's keyword tool. Slip in your chosen words or phrases a couple times in a post, but don't overdo it.
Evaluate your titles. The most important place to put your keywords and phrases is in the titles of your posts. This is where search engines tend to look first for the best matches for search queries.
Update regularly. Websites that haven't been updated in months could be seen as abandoned or outdated. Search engines typically prefer a regularly maintained site that presents the latest information.
Don't try any tricks that could be considered dishonest. Don't try to lure in readers with false keywords that don't match what you're actually offering them. If readers are leaving your website too quickly, search engines will notice and lower your rank.

Using SEO techniques on your website or blog is not a one-time task. Moving your site up the results pages and maintaining a good ranking will require many tweaks and trial and error to get it just right. Let us help you. Membership will provide you with new resources and a network of marketing professionals who are willing to share advice and tips. Learn more about joining us today.

Marketing to Gen Y: Best Techniques

Ballywho — Tue, 20 Mar 2012 18:58:11 +0000

If you're hoping to appeal to today's teens and twenty-somethings, you're going to need to develop some new tricks. Although this generation has money to spare – and they enjoy spending it – creating a marketing plan that captures their interest can be tricky business. These consumers turn their noses up at any advertisement strategy that smells of insincerity, but once you've impressed them and gained their trust, they will reward you with loyalty that doesn't waver.

Think Simple
Generation Y is immune to large, splashy displays of advertising bucks. Don't try too hard to get noticed. Instead of adding clutter or hyped-up rhetoric to your campaigns, go for a simple and straightforward message and visual. Sometimes less is more, and when it comes to generation Y, advertisements with ample empty space and few (but powerful) words will always grab their attention.

Relocate Your Advertisements
Finding the right place to market toward generation Y can be tricky. Studies have shown that this generation rarely subscribes to newspapers, doesn't pick up many magazines at the grocery store, and spends less and less time in front of their television sets. When they do watch TV shows, keep up with the news, or read feature articles, they are more likely to do so online. Marketing strategies for this generation are often more successful when ads and commercials are placed on Hulu, YouTube, or popular websites.

Generation Y can also be reached through the events they attend. Sponsoring charity events, marathons, or local venues for sports and music performances is a great way to target a younger audience.

Get Social
This generation is all about social relationships and connection – especially through their favorite online networks. Maintaining an active online presence on Facebook and Twitter can help you gather together your customers and cultivate the lasting product loyalty that generation Y is known for.

Looking for new ways to reach your generation Y customers? One of the best ways to bring in fresh ideas is to seek outside inspiration. Our extensive professional network may be able to help you. Learn more about joining AMA Tampa Bay today.

Promote & Stay Afloat: Best Ways to Save Money on Advertising

Ballywho — Tue, 13 Mar 2012 18:58:39 +0000

An effective marketing plan is necessary for any business to stay afloat, but many traditional approaches are too expensive for small businesses. To successfully market your business you will need to find advertising strategies with maximum results for minimum payment. Sound too good to be true? With a little creative problem solving, persistence, and openness to new ideas, you can find the advertising spots and methods that will best benefit your company – without breaking your budget.

Look Past the Big Numbers
Many marketers yearn to see their company's name splashed across the magazines, television channels, and websites with the highest number of viewers or readers. These advertisement spots are shockingly expensive, and it's time to turn your attention and efforts elsewhere. Not only are high-number media outlets too pricey for most modest marketing budgets, they typically serve a very diverse audience. You may reach a large audience, but your conversion rate will be too low for the high cost.

Target a Specific Audience
Instead of worrying about the quantity of your audience, start focusing on the quality. Aim for smaller niche publications that specifically target the same consumers that you hope to reach. Even if their distribution numbers are a little lower, you will be advertising to potential customers who are far more likely to be interested in your products or services, and you will be spending far less money to do so.

Before purchasing advertising space, make sure you know your ideal customers well. Where do they live? What kind of jobs do they have? Hobbies, needs, desires? This information will lead you to the perfect advertising spots. Don't waste your carefully budgeted allowance in places that your customers won't frequent.

Find more ways to save by consulting our extensive network of marketers. Join AMA Tampa Bay today and connect with nearly 400 local professionals and 30,000 across the United States and Canada. Marketing students are also welcome to join.

How to “Captivate” a Captive Audience

Ballywho — Tue, 06 Mar 2012 19:59:02 +0000

The best marketers reach out to their audience by locating the places they go and activities they pursue. What kind of ad space could you purchase that your ideal customer wouldn't be able to miss? When you see an advertisement at the airport, gas station, or grocery check-out line, you have become a captive audience member. You cannot help but notice the advertisement, and the marketer now has your attention until you have exited the plane, filled up your car, or purchased your groceries. Create these captive moments for your key demographic, and use these tips to make sure their attention turns into profit. Don't squander some of your best marketing opportunities on ineffective or lackluster advertisements.

Your Secret Weapon
The most important part of your advertisement is the tagline. You want to use a tactic that intrigues potential customers, encouraging them to think about your advertisement long after they have walked away. Brainstorm headlines that are surprising, humorous, thought-provoking, or maybe even controversial. Make sure that whatever wording you choose, it accurately reflects the purpose of your company or product.

Graphic Design
The visual appearance of your ad will also serve a role in how quickly it will grab your customer's attention, and how much it will appeal to them. Bright colors may be eye-catching, but be careful not to overload the ad with busy clutter that takes away from your message.

Create Something Fresh
Too many slogans have been repeated so many times that they stop creating meaning in the customer's mind. Avoid overused phrases and promises. Creativity and crisp clarity is the key to captivating your audience. Use strong, bold language that won't fail to deliver your message loud and clear.

Create Something Memorable
With every captive audience, you have an opportunity to make a memory that relentlessly works to create a loyal customer. Aim for brevity and clever word play. The human brain responds best to patterns, so the use of rhyme, repetition, or alliteration will make your advertisement linger long after its initial contact with its audience.

Learn more marketing secrets from the members of our extensive professional network. Join us today to share ideas and access all of our valuable resources.

5 Ways You Can Improve Your Online Reputation

Ballywho — Tue, 28 Feb 2012 11:32:26 +0000

Building an online brand and earning a solid reputation takes a lot of time and energy, but it only takes one disgruntled customer with a large enough audience of their own to leave your name tarnished. Observing, maintaining, and improving your online reputation is a crucial priority for any brand. If your name needs some lifting up, try these five suggestions to bolster your reputation on the internet.

#1 – Don't Hide from Criticism
No one can please everyone, and every business will encounter a customer from time to time who just isn't happy. Sometimes these customers will even take to their Twitter, Facebook, or blog accounts to let the world know what they have to say. This may be your worst marketing nightmare, but you can't hide under the covers and pretend it isn't happening. Speak up, correct misconceptions, offer apologies when necessary, and do whatever it takes to correct the situation. Let the unsatisfied customers – and anyone else following along – know that you are listening and that you care.

#2 – Encourage Satisfied Clients to Speak Up
You probably have more happy customers than you know. People are more likely to talk about a business they are unhappy with than the ones that meet their expectations. Create opportunities on your social media accounts for the people you've pleased to share what you're doing right.

#3 – Build Relationships with Your Loyal Customers
One of the largest benefits to social media is the ability to personalize your brand. Talk with your customers in a friendly manner. Let them know you appreciate their business. Interactions will encourage a priceless loyalty among your online followers.

#4 – Engage in Relevant Discussions
Spread word about your brand and promote a good reputation by joining online discussions that are relevant to your industry. Sharing valuable tips and insights with those in your field will create a personable and trustworthy reputation.

#5 – Find the People Talking about You
The most effective method for improving your online reputation is to know when it needs work and why. Pay close attention to your mentions on Twitter and scour the web for your company's name by using the Google alert feature. Thorough reputation tracking will help you find and solve reputation problems before they grow too large to manage.

If you are looking to improve your online reputation, our resources and extensive marketing network at AMA Tampa Bay can give you the help you need. Learn about the benefits of joining us today.