How Will Social Media Impact My Profits?

The New Economy . . . a new marketing and communication paradigm is engulfing your customers and prospects.  Your ultimate success is dependent in good measure upon the effectiveness of your Strategic Social Media Plan embracing this new paradigm . . . the tone of your “voice” . . . the consistency of your brand message. . . and how well you create community by making fans out of customers – both your ultimate retail customer and your channel participants.

The cold hard fact is: A traditional website alone, no matter how impressive and informative, will not suffice in this new era. You must integrate Social Media and Social Networking into your marketing mix and public relations efforts. Toward that end, the last two blog posts focused on (1) definitions of Social Media and Social Networking and (2) the key ingredients for Social Media success. Now let’s answer question #3 – the “bottom line” Home Furnishings Executives have asked:

“But what does that really mean? What can Social Media do for me?”

Online Branding Depends Upon Social Media Success

9 Major Impacts On Bottom Line Profits – Effective Social Media Will:

1. Quickly build awareness of your desired online Brand image and web presence in the business-to-business (B2B) and business-to-consumer (B2C) marketplace, with measurable results, and without the exorbitant cost of traditional image advertising whose effectiveness cannot be accurately measured.

2. Prevent potential image and customer service disasters that can destroy a Brand – by monitoring the online “buzz,” consumer ratings and customer comments . . . so you can respond quickly, pro-actively, engage in damage control, elicit more positive ratings and comments from satisfied customers to outweigh the negative ones (you must ask!), and turn negatives into positives. Word is going to be spreading like wild fire across the internet, so join in the right way, take control of your destiny, and make the virology of the social web work for you, not against you!

3. Increase your website’s organic ranking in the search engines, so people find you when they search for your product categories. Social activity on, involving, citing or linking to your web pages is a critical factor in Google’s new search algorithm!

4. Provide additional, SEO optimized web content that points to your webpages, company and products, so you can claim more than one position on top search results pages – more than one lane on this multi-lane superhighway – to be seen as the “authority” and supplier of choice!

5. Gather market intelligence quickly, at low cost, with higher participation using “Crowd Sourcing” – asking questions on social sites, using online polls and engaging your community (effectively outsourcing the query to them) for faster, more honest answers than you’d ever get with expensive, very limited and unreliable focus groups and poorly-attended, traditional market research surveys. This feedback on your new product development ideas can help you avoid expensive mistakes such as creating products, product features or pricing that consumers won’t buy!

6. Accelerate your time to market with new product lines and innovations by posting on social sites content about it that people will want to share with their like-minded friends, by creating short videos that can go viral, and simply asking your community of fans, followers and subscribers to help spread your message!

7. Increase traffic to your website, showroom and through retail doors for more new and repeat sales, new product introductions, special promotions, events, list building for follow-up communications and relationship building, etc.

8. Gain far faster media attention (broadcast media, print media, bloggers and others online and offline) through your social postings and selective distribution of carefully crafted online press releases and news releases on a consistent basis – generally reaching more people and at far less than a traditional advertising and public relations firm would charge!

9. Network for joint ventures, new channels, highly qualified officers and staff, resources and every other purpose for which you use your regular business association meetings, only you tap into a much larger network, faster, with broader information and opportunities.

How can you place a price tag on all that? You really have everything to gain by becoming better informed about Social Media and how it plays into your overall corporate strategy. We’re here to help!

To your success,


Linda Carey and Margaret Hampton invite you to sharpen your
Strategic Vision and discover high-impact Social Media Strategies in
the Executive Internet Webinar For Home Furnishings Executives
See you there!


Why Do I Need The Internet Marketing Webinar For Home Furnishings Executives?

As a Home Furnishings Product Manufacturer or Channel Executive, you’re probably asking yourself, “WHY do I need an Internet Marketing Seminar?
Isn’t that just for a social media or communications staff member, the advertising agency or our Marketing Director . . . ‘below my pay grade,’ perhaps a nice-to-know item but hardly a priority in my overwhelmingly hectic schedule?”

NO! This may be a very critical element at your company’s “tipping point” in the new economy, and how can you LEAD successfully without it?

Consider The Facts:

  • YOU are the Leader with leadership challenges at a higher level of complexity than others in your organization, and that requires a higher level of understanding of essential dynamics.
  • YOU are charged with using your critical thinking and imagination to create new possibilities for your company and products – a strong, clear, effective Vision for your company and the consumer wants and needs your products satisfy!
  • Cultural Intelligence, marketplace awareness, technological integration and communication channel usage are YOUR ultimate responsibility – critical to the development and communication of a powerful, creative, penetrating Vision.
  • Effective Communications are a “must” for you to position your company in the marketplace, sell your products, and even to stay in business.  They require you to reach and engage multiple audiences in multiple waysinternally to directors and partners, officers and employees – externally to all in the Channel (wholesalers, distributors, marketers, interior designers, retailers) and the ultimate Consumer.

Clearly, you must have a Customer Focus. It’s not optional. You might have the best product in the marketplace, yet go out of business without the attraction and retention of a buying audience.  And that includes not just your direct Buyers, but all in the Channel, especially the Consumer!

Bottom Line:

The Consumer is WHY you are in business! Everyone else in the chain feeds off the Consumer, and the Consumer is the one for whom your products were created.

So even if you have never before really interacted with the “end of the food chain” – the individual product user – or some others in your Channel, your effective Corporate Branding and Communications which genuinely engage all of these audiences are paramount now at the CEO level!

. . . Especially effective use of multiple, new media and communications channels with Consumers to engage them, build “social” relationships with them,  make them want to seek out and demand your product from retailers, decorators or your eCommerce store. . . rave about it in Reviews and Comments on Blogs, MicroBlogs (like Twitter), Social Sites (like Facebook) and Online Directories where thousands or millions of viewers might navigate, creating a “buzz” about you that spreads virally throughout the marketplace and gives that third party credibility on which the majority of purchasers rely!

You know the old adage about gossip, and how word of a bad report travels six or more times faster and more widely than a good report. Well, it’s with lightening speed on the internet!  So your essential Branding and Reputation Management require you to have a working knowledge of what we will teach you in the Internet Marketing Seminar for Home Furnishings Executives!

You must influence, mold and manage these things from the top down for it all to work right, reaching your audiences WHERE they are, WHEN they want it, and HOW they want it!

So The Real Question Is:

How Can Businesses Use Social Media Successfully?“How can you create an effective Vision of serving your constituents – stakeholders and those who need your products – if you lack a more complete understanding of the major market trends and millennial paradigm shifts shaking your marketplace?

. . . Of the vast changes in how people access the information they want, in order to find the products that meet their needs?

. . . How they compare products and make purchase decisions?

. . . Changes in the very modes of communication where they seek help with their needs and concerns, seek recommendations from “friends” in their “social circles” on the internet, and broadly proclaim in Social Media their satisfaction – or dissatisfaction – with your products?

It’s Inescapable:

You MUST adopt and integrate the new media channels – internet marketing, search marketing, social media and mobile marketing – into your traditional corporate communications and branding systems, or you will:

  • Fail to have your Voice effectively heard in the noise of the marketplace;
  • Fail to convince Consumers they need your products, with resulting negative repercussions throughout your Channel;
  • Be highly vulnerable in online Reputation Management, where negatives about you will be posted (there’s always a “fluke”), possibly without your knowledge and remediation response, and without your having elicited a more overwhelming list of positives from your satisfied customers (… and you must ASK for that in the Social Space!), and
  • Lose ground to competitors who communicate and engage more effectively, even if their products are inferior.

So Control Your Corporate Destiny!

Sharpen your Strategic and Marketing Vision! Get the Cultural Intelligence and Media Understanding you must have for effective Communications, Branding, Sales, Profits . . . for your business’ Survival!

Sign up for the Internet Marketing Webinar for Home Furnishing Executives today, and let us give you tools and insights you truly need. That’s why we’re here! You have nothing to lose but a mere pittance and a very little time – and so very much to gain that could change the way you communicate and add yet untold bottom line results!

Here to help you to survive and thrive in the New Economy!


Margaret Hampton
Business Strategist with Integrated Offline-Online Marketing Focus
Search Engine Optimization, Search Marketing, Social Media, Mobile Marketing – Integrated with your POS, Print Media, Broadcast Media, eMail and Snail Mail Marketing and Corporate Communications for Powerful Connections and Success!

P.S. You Need The Integration of Multiple Marketing Media – That’s our specialty, drawing on our extensive, proven experience in Business Strategy at the CEO level, time in the trenches with the Consumer, and coverage of all the new marketing channels.  Home Furnishings Industry Veteran and Creative Marketing Strategist, Linda Carey, and I bring you a truly unique blend of insights and talents to pull it all together at the Executive Level! –  We know what’s being done out there, where to find and engage your customers and prospects online and offline on their mobile phones, how to integrate it all, plus the strategies, tools and tactics to make it happen for you.

We have creative Retailer joint ventures, point-of-sale Consumer campaigns that utilize and feed multiple marketing channels, strategies for engaging Buyers in your showrooms at trade shows, and so much more you won’t find anywhere else!

P.P.S.  You’re happy with your current marketing? Even if it’s effective for now, wouldn’t you like to see if there are any tweaks that could make it even more profitable and more “trackable and measurable?”  Or it might be working now because of a short “window of opportunity before your competitor catches on more completely and penetrates the Search Marketing realm to dominate Google and the Social Space, putting you then in a very tough and costly catch-up battle.

So why not have an outside critique and recommendations? As Bob Goldberg, CFO of Merrill-Lynch-Hubbard said about my trouble-shooting the entirety of a major project way back in the 1980’s, “It’s the best money we ever spent!”

It’s like a brick layer starting on the wall of your Online Fortress . . . laying one brick at a time. With everything we do, we add more bricks that STAY there in cyberspace serving you long after we’re gone – essentially forever! – unlike paid advertising, TV and radio, billboards and print media.  Think about it.  If you lay more and better bricks and start building up your fortress’ wall before your major competitors do, they will be hard pressed to knock you off the hill – Because for every brick they lay, you’re adding more to your own wall, growing it higher and higher!

P.P.P.S. We provide website critiques, online competitive analysis, keyword research, and develop or critique your Total Online Business Plan before recommending and/or implementing Search Marketing, Social Media and Mobile Marketing campaigns for you or with you as your Team Member.  Linda aptly says:
“No Prescription Without Diagnosis!”
– and I always started the Strategic Planning retreats for $Billion companies with:

“The best plan and tactics, if not strategically correct, make about as much sense as rearranging the deck chairs on the Titanic!”

P.P.P. S. What’s more – I have rarely seen a website for which I couldn’t improve the Search Engine Optimization – critical to getting you high rankings in the search results when someone looks for what you have to offer!  And I have rarely seen a Search Marketing campaign we couldn’t match or better with more effective or additional techniques, usually at lower cost for my client. Why not have yours reviewed?

Further, we’re not happy with just ONE Google “Page 1” listing for a page on your website – but multiple “Page Ones” – for more than one critical search term. . . pointing to more than one page on your site. . . and claiming ranking positions on any given Google Page One for multiple web content pages (blog posts, videos, press releases, internal website pages, web 2.0 properties, etc.). . . so multiple listings pointing to YOU and your products, creating the marketplace image of YOU as the Authority and your products as the ones of Choice!

FINALLY – I have rarely seen more creative and effective convergence of Corporate Strategy with custom tailored campaigns integrating Multiple Marketing Channels online and offline than we can provide. But even if you don’t choose at this time to let us help design your Plan or complement your own outstanding Team with a little or a lot of our consulting and marketing services –  You still NEED the Internet Marketing Webinar for Home Furnishing Executives as a foundation piece in order for You to be a highly effective Architect of your company’s Online Marketing Blueprint!  Sign up today!