Toral: Online marketing challenges

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Wednesday, January 22, 2014

THE challenge of working online is that if you overdo things, such as in blog or email marketing or social media promotion or even search engine optimization (SEO), it is likely you will get into trouble and even lose effectiveness.

This is especially true if you use e-mail templates in reaching out to bloggers and social media influencers. At first, they might work for a few.

However, there are those who won’t appreciate its content especially if it is not suited for the influencer’s stature or standing.


CONTROL YOURSELF. If templates have to be used, care has to be made on how it is written. It should not feel as if it is imposing itself. Of course, those who don’t like this may just ignore it while others will reply and express their disagreement.

Others may call your attention publicly.

As always, review e-mail communications as much as you can and get input from others before sending these. You have to curate and be cautious on what you send as they can be posted online.

COMMUNICATE WELL. Develop a routine that will allow you to engage one-on-one. Always end an outreach communication with an intention to discuss the matter further. That can be done through a phone conversation.

That way, if a blogger or influencer is confused with what you sent, there is a possibility that they will ask for a return call to clarify or express their concern and how they want it done.

Traditional rules and practices in the face-to-face world are either amplified or eliminated online. However, there is basic courtesy that needs to be observed so that the recipient of a communication won’t feel that they are not just being spammed and treated as one of the many receiving an e-mail template.

Reach out, connect, use your phone or send a private message. Nothing beats one-on-one personal communication via social media.

CHALLENGE YOURSELF. Each blogger and social media engagement is an opportunity to push yourself to do better and more. No two campaigns will be alike as each one will present its own challenge.

Improve and focus on what will drive conversion - reach target goals. If blogger outreach results to positive feedback and successful implementation – note it and improve further.

For negative feedback, apologize profusely and ask how you can make up for it.

Don’t keep it to yourself. Make sure to document it and discuss with peers. Otherwise, people replacing you might repeat the same mistakes using the templates you have left behind.

STAND OUT. Your target influencer audience, if you are able to sustain their attention through your unique ways, should experience a change of behavior (whether in purchasing or in perception). When differentiation is realized, you can become a top of mind choice and be recommended.


Published in the Sun.Star Cebu newspaper on January 22, 2014.


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