While tried-and-true B2B marketing techniques such as search engine optimization (SEO) and email still bring plenty of prospects to the door, social media entices them to enter a dialogue, pick up some information of value and step into the sales funnel. Social provides an environment where salespeople can develop a relationship with potential purchasers. Moreover, according to a January 2013 survey of both business-to-consumer (B2C) and B2B marketers at small- and medium-sized businesses (SMBs) worldwide by Social Media Examiner, it provides a host of other benefits as well.
Marketers can now access Shutterstock’s inventory of millions of high-quality images directly through Facebook’s ad creation tool. The social network says the new feature will be particularly helpful for small businesses, which may not have previously had the resources to procure quality images for their ads.
This is also good news for Facebook users: Those sidebar ads are probably going to start looking a lot more attractive.
Advertisers will also now be able to upload multiple images with the ad creation tool in order to test which one works best.
“As the digital world becomes increasingly visual, businesses need images to stand out and reach new audiences,” said David Fraga, Shutterstock’s vice president of corporate development. “Not every business has a team of designers to help communicate their message, and so the Shutterstock integration allows Facebook advertisers of all sizes to search and choose from millions of high-quality images at the point of ad creation.”
Here’s what marketers will be looking at in Facebook’s page manager app on iOS:
Need a Cake bakery owner Rachel Brown decided to put up a 75% discount on a dozen cupcakes on the site, which dropped the price down to $10 from $40.
Apparently, people really love getting cupcakes cheap, because she was rushed by throngs of customers in a cupcake frenzy. 8,500 people signed up, and her crew of eight had to make 102,000 cupcakes to meet the orders.
Brown lost $3 per batch because she had to hire 25 extra workers to help, and she ended up losing $20,000 because of it, which a ton for a small biz. It wiped out her profits for the year, reports the Daily Mail.
“Without doubt, it was my worst ever business decision,” she told the BBC. “We had thousands of orders pouring in that really we hadn’t expected to have. A much larger company would have difficulty coping.”
This is just the latest in Groupon small business horror stories. A story popped up in September about a Portland cafe losing $8,000 because of a Groupon, which prompted a personal letter from founder and CEO Andrew Mason.
It brings up the always-present question about the daily deals site: does Groupon suck for small businesses?
Well, it looks like most small businesses think so. An overwhelming majority of 70% hate Groupon, if the latest survey from iContact is to be believed.
As for Brown and her bakery, the experience may have cost her 20 grand, but what about all the exposure she’s getting for her store? Great, right? It doesn’t hurt, but it probably wasn’t worth the cost.
Small businesses like this bakery thrive on relationships with their local customers, not crowds of outsiders coming in to snatch up a free lunch.
Getting new customers is great, but in this case, the bakery rewarded the wrong customers. Those 8,500 people that rushed for the Groupon probably won’t be coming back to pay for the same cupcakes at quadruple the price.
Only those the store has nurtured relationships with for a long time (in Brown’s case, 25 years), should be the ones rewarded. They’re the ones that keep coming back for more.
- Check Out This Awesome ‘Catvertising’ Video That Went Viral
- Penn State Instructor Slams His School For Completely Screwing Up Its PR Crisis
- INSTANT MBA: "Learn Fast, Fail Fast, Tweak Fast"
Groupon Now is a mobile app that shows users all the deals surrounding them on a map.
Because it allows Groupon to offer more deals than one per day, Groupon Now is the future of Groupon’s business.
As Groupon’s margins compress, Groupon Now is supposed to save the company by bringing in a huge volume of sales.
Also, because the deals are offered in “real-time” Groupon Now is an important part of Groupon’s plan to become a “yield management platform for small businesses” – as one source recently described the vision to us.
Unfortunately, according to Yipit, Groupon Now isn’t growing very fast.
- CHART OF THE DAY: Groupon’s Massive Losses Aren’t So Massive Anymore
- Groupon IPO Road Show Scheduled For Next Week
- CHART OF THE DAY: The Scariest Chart For Apple Investors
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
Collaborators – Digital Profs
- Marketing Costs Normalized to CPM Basis for Comparison
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Coke vs Pepsi vs Dr Pepper
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- HP Mini 311 Nvidia ION Netbook Hackintosh'ed
- Global Windows Phone Market Share By Manufacturer
- Here's Why Alibaba Is Becoming A Huge Threat To Amazon And eBay
- Search Ads versus Display Ads
- The Power of Social Media Illustrated Has Over 50,000 Views in 4 Days on Slideshare
- Brand Advertisers: Escaping an Ecosystem of Digital Advertising Fraud
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
- August 2014 (44)
- July 2014 (92)
- June 2014 (118)
- May 2014 (173)
- April 2014 (130)
- March 2014 (247)
- February 2014 (167)
- January 2014 (222)
- December 2013 (167)
- November 2013 (111)
- October 2013 (116)
- September 2013 (214)
- August 2013 (210)
- July 2013 (200)
- June 2013 (87)
- May 2013 (87)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (94)
- August 2012 (93)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (23)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (13)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)