Leverage Your Marketing Skills: Social Marketing Works

Leverage Your Marketing Skills and Become a Professional Marketer

Facebook is approaching the threshold of looking like an overcrowded
marketplace instead of an online backyard cookout with friends and

Friends and Family

Friends and Family

Gossiping in a group or posting on your wall about your recent
vacation or how and where you traveled can inundate your sidebar or
news feed with ads for related travel bargains.

Make an innocent remark, “I won $1,000 playing poker in Las Vegas,
but lost it all back gambling on 21″  and watch the sidebar start

Even the most innocent task can bring a revelation!

I recently searched (using FireFox and Google) for a tool to unclog
a frozen drain. Ended up searching in Lowe’s, Home Depot and Ace
Hardware. Never gave it a thought…but I have cookies that target
my local stores so if something is available it will show in stock or
when available.

I finally found the tool in stock at Ace Hardware and called to
verify and requested that it be put on hold for me. Closed my tab,
opened another and clicked on my Facebook sign in reminder so nicely
displayed by Fox Fire.

First Like and Comment I made….nothing to do with plumbing…but
the sidebar flipped and here comes an Ad from Home Depot with a
picture of the exact tool I had searched for with the CTA, “click and
pick up in my named local store.”


Does this ad just display to me, or because my Facebook
account profile is almost unrestricted, is everything I see visible
to others that I’ve liked and commented on their post when it is in
my news feed?

What if I had a need for adult diapers and searched for them at
Wal-mart, Walgreen’s or even Costco. Would I have gotten the benefit
of an ad about adult diapers?

I know all this operates on cookies in one way or another as a fellow
marketer in another Facebook  group explained , but it still left a tingling
in my mind to find out if the “cookie thing” could be leveraged for

Define who you are and optimize your marketing efforts.

Since most of us belong to several groups that promote online
marketing it is important to note:

When you visit and comment, you are defining yourself, giving away tidbits of persona and opinion in a way that brands you.

It  has become  important to put your actions and reactions into your marketing plan because who you are perceived to be is who you are to your online friends and colleagues.

Learn Some Marketing Skills to Make Your Work Easier

With this in mind, learning a few marketing skills is a “Good Thing”
as marketing Guru Martha Stewart is fond of saying. She is a
marketing Guru because she has branded herself so well that I don’t
need to explain who Martha Stewart is. You know who she is and what she does.

It is becoming more important to include marketing skills in almost
everything you do including liking and commenting on Facebook and


Learn to listen as a marketer.

There are some elements of listening that go beyond being friends.

Marketing requires active analysis of what you are hearing. You are searching for ways to connect with people, to make the most of opportunities and leverage your connections and relationships.

When joining a group, become aware of group characteristics, analyze membership focus and determine what these members are seeking that motivated them to become a part of this group.

While many groups are  set up by marketers of a particular product as a “Bonus” it also has the effect of gathering people with similar goals but with different levels of competence at implementing strategies to accomplish their marketing ambitions.

Use your group membership to watch and learn from the members who know what they are doing.  Make friends and contacts, not in a self serving way, but share what you learn and be helpful to others.  Giving always reaps a return.

Decide What You Want to Leverage by Using Facts & Figures

Leveraging connections and relationships in a group doesn’t work if
done blind without useable data.

You need an overall picture of who is what, what they are really doing and even being able to focus on insights about their targeted goals for connection to a customer base.

Google analytics might be helpful, try using Facebook’s new insights
tool to add the sites you’d like to watch onto one of your Fan pages
so that you get a comparison with what you are doing.

Cut through the guessing and check out the good and the bad.

It will give you a clue if you go look at the sites and determine what is making someones site improve and on the reverse..what caused a site to sink in the rating stats.

In Facebook the rankings seems to be calculated on the number of shares, comments and likes but with unknown values.  One reason being that a like can turn into a share from someone who saw the like from a friend, but not where you posted!

Use as much data as you can assemble and interpret it to make a
decision about who to connect with in order to learn what techniques they are using to optimize their marketing leverage.

This may seem self interested, but it is all part of you striving to  develop professional marketing skills.

An easy picture of all this can be illustrated by email list building programs that keep insisting that developing a relationship with your subscribers and treating them well is likely more important than building a list to begin with.  The bottom line is you can build a list, but if they unsubscribe…what have you accomplished?

How Do You Connect and Engage Varied Types of People

As a Marketer you come into contact with many types of people.

Good marketers realize the fact that people have different personality types it is necessary to learn how to approach and engage them based on their own particular likes and dislikes.

Since marketing can be defined as communicating, then tactful skills
must be developed for doing this important job.

There is an old social saying that I often heard from my Grandmother, “don’t say what you are thinking, but think about what you are saying.

Adding this particular social skill to your professional marketing
tool kit can make a difference. That old adage: Don’t discuss
Religion and Politics in polite society, has stuck around for a reason.

Most of the online people you are in contact with, you never meet
personally and don’t know how involved or passionate they are about either of these subjects, so it is a case of take care!

A timely recommendation is available is from Miss Manners:

Leverage your Marketing Assets

Every marketer I have met is on a budget. Traffic, branding,

engaging other marketers, other contacts and potential customers is dependent on your advertising budget.

Since many new start up marketers have a zero budget it is time to become creative.
Using Twitter, bloggers you like and follow, Facebook groups, friends and followers on Twitter and Facebook are assets that can be leveraged without a large cash outflow but at the expense of your valuable time.

Develop your own contact system for getting in touch with people who are on your targeting list.
How you reach them is important as many prefer Twitter or Facebook or even commenters on their blog and are more engaged
when contacted on their preferred medium.
Think about who you connect with in either of these mediums to create an efficient system and prioritize your resources for more results with less effort.

Keep Yourself Up to Date

Don’t hide your head in the sand. Keep up to date with what is going
on in the real world and connect it to your Marketing world. Watch the news, check out what is trending in Google, Facebook, YouTube, Twitter and even Pinterest.

Regardless of your intended market, if you just focus solely on that
one area it is easy to become disconnected.

Using popular and current events and information in your communications makes you an interesting and welcome contact.
Just look around Facebook for instance and notice whose posts have large numbers of comments and engagement.
Figure out how or what content or types of pictures the person is using to connect.

Concentrate on identifying what attracts peoples interest or pulls on their “heart strings” so that they keep returning, even if what is posted has been said in a slightly different way may times before.

Just an observation, posting about conquering an addiction, a chronic health issue, or even overcoming a big problem with your hosting company or a technical issue seems to draw in contacts who have or had a similar problem.  People love to talk about themselves so give them the opportunity.

Evaluate Your Marketing Efforts on a Schedule

It is easy to bury yourself in the details of what you are trying to
do, but teaching yourself to look at the overall picture of how you
are leveraging your marketing can be of immense benefit.

Planned haste in doing this doesn’t necessarily make waste, but optimizes your efforts and you become much more effective in your marketing. Schedule a time at least once a month to look at what you are using and doing and what kind of results you are getting.

How Can I Learn How To Do all this Leveraged Marketing?

Below is an excerpt from interesting article I picked up and read at Growth Hackers that focuses on using content marketing in
a different way. It includes some very valuable suggestions for several social marketing mediums and their use for Marketing:

“How to design successful social products with 3 habit-forming feedback loops by Andrew Chen On Twitter I’m @andrewchen.

Connecting content posters and consumers to drive relevance.

The way that content consumers participate in the feedback loop is
that they give feedback to content creators. But before they do that,
they need to have a method of picking what content is relevant to them on their home screens:

Picking people (Facebook, Twitter)
Picking topics (Quora, Stackexchange)
Leaderboards (Reddit, Hacker News)
Editorial curation (Medium)
Algorithmic curation (Flipboard, Prismatic)
Location (Foursquare, Highlight)
Anonymously matched (Secret)
… and more to be invented!

All of the above work, with different tradeoffs. Allowing people to
customize their content consumption based on people and topics is the
most scalable, but the hardest to get started. “

Access to the rest of the article: http://andrewchen.co/2014/03/17/how-to-design-successful-social-products-with-3-habit-forming-feedback-loops/

Another Way to educate yourself about Marketing:

Find a group that is interested in digital Marketing and join. Do a
search on Facebook and Google for digital marketing groups. Look them over and decide which one is offering what you need to learn.

People love to share their knowledge and techniques.

My recommendation: Growth Hackers this site is loaded with over-the-top Posts written by extremely knowledgeable people who are sharing.
Growth Hackers is free to join, plus you have the opportunity to make a contribution by posting there.

In Conclusion:

Leverage Marketing is a skill that every marketer needs to develop.
Marketing works online in the internet and is still just as effective offline.

Word of mouth, classified ads, magazines, television, bill boards and
radio…the list is endless of ways to market. Each type of marketing
has its own set of skills that are required to become  effective at using it.
Decide on your marketing category and develop your skills.  The payoff will be worth working for.



9 Responses to “Leverage Your Marketing Skills: Social Marketing Works”

  • Mayura on March 31, 2014

    Hi Arta,

    Very interesting article, and I really love some points you have made on analyzing the facts and observing people for marketing purposes. I’m not a marketer but bloggers can’t really ignore Marketing. Can they?

    We always have been tracked by third parties 😉 I’m glad you noticed and shared your experience, ’cause I guess still some folks don’t know what’s really happening and how come they know what they have been looking for. For them, it’s a magic!

    However, now Internet is exploding with privacy tools to keep tracking companies away from snooping. At least, many of ’em.

    You’re right! We can learn a great deal from experiences and apply into our own strategies. As you implied, let our voice and actions define us 😉 I know our personality contribute our efforts but didn’t think that much how it can be effective as a marketing strategy though. Nice to observe and learn from different perspectives.

    Actually I need to reconsider evaluating my efforts and I really appreciate your suggestions on Leverage Marketing, Arta!

    You have a fabulous week dear!


    • Cararta on April 1, 2014

      Hi Mayura,
      I started researching for this article because I was a little confused with the difference
      between: Marketing, Selling, Leveraging your marketing…

      Almost led to overload, but what I found, I shared. When you mix it all up,

      it becomes a Big Pot of Soup….marketing, selling, pre-selling, branding, using different
      types of media…Overwhelming.

      Have really decided that making a plan is essential to being able to put any of
      this info to use!
      Here is another article on the same subject..sort of!

  • Adrienne on April 1, 2014

    Hey Cararta,

    First off, I use an extension so that I never see ads or anything I don’t want to see on Facebook. Sorry, I want to be on there for pleasure and to make connections and nothing else. The rest of that stuff doesn’t interest me at all and I’ll never click on an ad that’s on Facebook.

    You are right about learning from those who are doing it right. Actually right now I’m involved in Marie Forleo’s B-School so I’m learning from one of the pros. We are halfway through and I’m eager to get to the second half but learning from someone who is where you want to be is what we all should be doing.

    I do love to see how some people are presenting their content, the different networks they’re on, their headlines, what they’re doing to get the shares, likes, etc. It’s all a process.

    Great share Cararta and hope you’re also moving in this direction.


    • Cararta on April 1, 2014

      Hi Adrienne,

      You are so right…this blogging is a continual learning process!
      One of the things I have learned about myself is that I enjoy creating
      useful posts and reviews. Especially the reviews, but having gotten
      burned by doing reviews and just taking the Vendors work for what is
      going on, have made a change…review what you are using!

      Having moved from a Google Blogger Blog about my passion for informing about
      type 2 Diabetes and the awful things it does to unknowing people walking around
      undiagnosed and untreated to what I call Internet Marketing…from all the
      wonderful things you receive in your email, a snap..set up a blog and make
      money by the sack full while working from home!
      We all know by now it isn’t true, but my research is providing me with some
      needed inspiration to get back to doing what I like…writing.

      You do so many things right! that it is hard to keep up with where you are
      Any advice and suggestions will be greatly appreciated. Plus been missing Barry Wells on
      Facebook. Just hope the reason is that he is busy with his and Steve’s new baby!
      By the way, really enjoyed your Video Blog post about using graphics. Refreshing!

  • donna merrill on April 23, 2014

    Epoch Post Carata!

    Marketing takes a learning curve. My husband and I had started two years ago with a few mentors. Yes, we paid to play and even hired a coach for our product.

    After that was done, the marketing leveraging had to be learned correctly. You can’t just throw things out there like confetti lol.

    It takes learning, applying, and most of all keeping on the marketing edge. I love Digital Marketers. Each week I’m on their webinars learning more and more. It’s never ending but I love it.


    • Cararta on April 26, 2014

      Hi Donna,

      Love the Digital Marketers too! Some of them are more generous in their presentations, offering some real value
      for the time spent watching…instead of just being teased in and showered with a visual sales letter.

      Just like anything else, there are those that market with skilled forethought and are usually at the top of
      the marketing tree because of it!

      Marketing just like blogging is a skill and I’ve found that there is definitely a learning curve. As you stated above,
      you paid to learn, but then comes the important part: applying and keeping up to date.

      Definitely a well thought out plan is in order.


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  • Sergio Felix on June 10, 2014

    Fantastic article Cararta!

    All I can say is to be YOU at all times, it doesn’t get any simpler than that.

    Some people won’t do anything at all if they are not measuring something but you can still get away using common sense:

    i.e. if I share a facebook update that gets 200 comments and 50 likes when I normally get about 20 comments and 10 likes, then my audience really loved that update; it’s not rocket science!

    The other thing I actually recommend a lot, is to speak your audience’s language.

    For instance, I say “man” a lot in my sentences because that’s how I actually speak. I also use the “brother” word because I also speak like that but only use it with closer friends; that’s exactly how I conduct myself inside Facebook.

    I don’t call an elderly person “my brother” because I don’t want to disrespect them so I either call them by their name or just say “man”. Nobody feels bad about it because me being a Mexican, have the stereotype that we call everybody “man” which is a funny thing but it is what it is.

    People think there are formulas to becoming a more attractive person or more magnetic, what I actually believe is that the more genuine you are, people won’t even lower their barriers… they will literally KNOCK THEM OFF COMPLETELY because you’re so transparent they can see right through you.

    Having a barrier between you and a marketer provides a “safety net”, why would anyone want to have a safety net when talking to a friend?

    That’s why it is so important to build relationships first and then let the business side of things flow naturally.

    When I released ABP, I didn’t ask John Thornhill or Omar Martin to promote for me, heck I didn’t even say anything at all in their groups, nor I sent any private messages, I just told a couple of friends and then word of mouth made its way.

    John said this: “He’s one of those Facebook friends who brightens up your day.”

    Omar said this: “Sergio Felix is a super cool cat. I’ve known him for quite a long time on Facebook and he’s a great friend of mine.”

    This is what relationship building should be like, you can’t buy that kind of feedback, you earn it with time and your friendship.

    Sergio Felix.

    • Cararta on June 11, 2014

      Hi Sergio,

      You boiled that two days long to read epoch down into just three basic things:

      Forget the measuring and just observe your results from whatever you do: an update on Facebook,
      a tweet on Twitter or how many comments, shares and view you get on a video. No huge program needed,
      just look and observe what happened when you did what you did.

      Make real friends in the social media and interact with them…not for twisting their arm to buy something,
      but just so they are interested in what you are doing and maybe even comment and share the good news.

      Let your verbal communications (I think like that) reflect you and your manners. Talk so that whoever is reading what you are saying relates to it.
      I remember writing in a an article about Copy Writing and saying that you don’t offer information to a Teenager about the latest Teen Fad and present it in the same vernacular that you’d use for Grandma riding around the golf course in Florida.
      Simplicity all around.

      Well, one thing done right..I have a few Facebook friends who are real friends.

      Count you as one I had before Facebook even entered the picture…just comments on our blogs and emails from time to time provided the ways and means.
      All this proves that building relationships is the most important part of the Marketing puzzle, just like in Real Life.

      And real relationships at that!

      Thanks, I can always depend on you to dive right in and separate the Wheat from the Chaff.

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