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Missing Out on Social Media Sales? Get A Second Chance with Touch Marketing

Courtesy of Pixabay
By Hector Cisneros

With organic social media marketing venues like "Facebook and Twitter showing weaker results than in the past, we thought it would be a good idea to talk about some marketing venues that are producing tangible marketing returns on your current investments. In particular, touch marketing has always been a good way to garner additional sales from customers and would-be prospects. In this episode of Working the Web to Win, we will take a hard look at a few tried and true touch marketing methods that always generate recurring sales. So read on and tune into this weeks Blog Talk Radio episode listed below as we delve into "How to Get a Second Bite out of the Apple with Touch Marketing.



So, why Touch Marketing? Why does it work? It works because there is less between you, your message and the customer or prospect! Touch marketing comes in many forms that we have talked about in past blogs. A search on the keyword "email" on this blog will bring up several articles which address email marketing from several different angles. In fact, a couple of our articles go into details of the hows and whys of email marketing. These include; "Opt-In Email Marketing is a Low-Cost Secret Weapon - Here are our Top 7 Tips", "Email Marketing in the 21st Century" and "21 Century Email - What's New, What Works, What's Scary
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Each one of these articles takes a hard look at email marketing from a different perspective to help the reader obtain a better overview of what is necessary for achieving success. In our article called "How to Stop Sir Spamalot", we addressed the important issue of spam, how to avoid creating it and how to stop from overloading your inbox. In our article called - "Going Postal With Touch Marketing", we discussed several ways to successfully engage in various forms of touch marketing including social touch marketing. And in "A Movie in Every Mailbox" we discussed how to use videos as part of direct email and other forms of message marketing.

Touch Marketing Prerequisites - Any successful touch marketing campaign needs to make sure that prerequisite elements (aka best practices) are adhered to. For one, you have to have a targeted audience, customer or prospect list that is screened and tested. This list has to be built, rented or purchased and has to include a significant number of subscribers (1000 is a good starting number). It's also important that the subscribers have opted into your list. Two, you must have a legitimate product or service that fills a need. Three you always need to include a clear call to action and four you need a compelling offer that triggers the customer or prospect to take the next step, immediately. Now let's look at what kinds of touch marketing is available today.
Courtesy of Pixabay

Touch marketing today consists of many disciplines.  These still include old school newsletters, postcards, lumpy mail, catalogs and a whole hoard of digital methodologies. Don't sell old school snail mail methodologies short. They are relatively more expensive than their digital counterparts, but they still work well for a multitude of companies that have the wherewithal to create, print and distribute such touch pieces. 

Take for example companies like Cabelas and Kennesaw Cutleries.
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Although both of these companies have a strong web presence, they also engage in an ongoing mail order catalog business. The main problem for small companies is the cost. Although newsletters can be handled in smaller quantities, printing and distributing mail-order catalogs is in a much higher category of expense and logistics. Still, if you want to engage in touch marketing, I recommend using postcards in quantities of 25 to 1000 pieces. The smaller quantity allows you to engage in quick delivery and complete follow-up (you can call all 25 recipients in seven days or less). The larger snail mail quantity is more of a shotgun approach where you hope you will get "callbacks" in the 1 to 3% range. Again this number can be improved with significant followup and a very compelling offer.


21st Century Digital Touch Marketing consists of; e-newsletters, direct email marketing, text messaging, video emails, video newsletters, vlogs, social media posting, direct messaging on social media and blogging.  Now let's look at each of these methods individually. 

Email newsletters and Direct Email Marketing have been around since the early 1990s (aka AOL days). Today, email marketing in all its forms is a tried, true and cost-effective method to reach out and stay in touch with customers and prospects. It can incorporate images, pictures, charts, videos, pdf attachments and more. The hardest part of email touch marketing is building, renting or buying your list. This list must be a double opt-in subscriber list where the database contains contact information from people who have given permission to receive your emails. If you don't have permission to contact them you are spamming them (read How to Stop Sir Spamalot for more information about the consequences of spamming)
Courtesy of Pixabay

If you want to enhance your emails and e-newsletters, you can incorporate links to, and/or embed videos and podcasts. This creates a true multimedia experience for subscribers and can enhance your chances of closing a sale. Along these same lines, is the addition of PDF attachments or brochures and even mini catalogs.

Text Messaging has also been around since the early 1990s and is an effective method to connect and market to a loyal list of opt-in subscribers. Like email marketing, this method requires the building, renting or buying of your subscriber list and must include all touch marketing prerequisites to achieve success.
Courtesy of Working the Web to Win

Internet Radio and Podcasting -  Podcasting has been around since the 1980s. Internet Radio has been in existence since 1993.  Both allow you to directly interact with a live audience. Both of these media require marketing to build an audience, but once that is in place, it can pay for itself by allowing you to sell advertising space on the shows. This medium is also great fodder for your social nets and it can be the vehicle that allows you to grow your social following. Our internet radio show was started in 2012 and we have aired 370 plus live shows to date. Our best show had 80k downloads in one month.

Internet video, Vlogging, and WebTV - A mainstay today is using
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videos on social networks like YouTube, Facebook, Instagram, Twitter, Vimeo and others. Some would say that video is a touch market unto itself. However, most internet video channels like YouTube and Vimeo have all the hallmarks of mainstream social networks and as such are used with and shared on these mainstream social networks. The Working the Web to Win WebTV show grew out of our simulcasting our internet radio show which was streamed live to YouTube back in 2012. We have since simulcasted about 350 live WebTV shows since that time. Like internet radio and podcasting, these shows are great fodder for the social networks.


Social media posting - Posting curated and authoritative content to the
Courtesy of Pixabay
top social networks is a mainstay method of touch marketing today. The problem most companies are having today is getting seen in the news feed or timeline. Success today requires that you have a loyal audience that has tagged you as a friend, family member, or high-value connection, otherwise your post won't get seen. The good news is that organic social media is still free and you can inexpensively boost posts targeting your prospects and clients so that your posts and ads will be seen. 


Blogging for Business - Blogging is an audience building and branding
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method of touch marketing. Like all touch marketing systems, you have to have to either build, buy or rent an audience. The advantages of a blog is, that it is a full multimedia product. I often hear the cliche, "content is king" and with blogging, this can be true. However, successful blogging requires that you produce content that is of high quality, is authoritative in nature, is relevant to your audience, along with being timely and useful as well. Otherwise, it's just useless noise.  On top of this, you also have to reach a large audience for it to be effective. Yes, it can be used to build trust and credibility, even if your audience is small. However, this touch medium really shines when it is presented to a larger audience. Also, don't forget that this media requires the same prerequisites as all the other touch marketing methods listed in this article.


If what I have told you so far isn't enough to convince you that touch marketing is right for your company, then here are 12 more reasons why you should use touch marketing as part of your overall strategy.
  1. It's inexpensive to engage in
  2. It's almost instantaneous 
  3. It's easy to measure your results
  4. It can be constructed and sent out quickly 
    Courtesy of Pixabay
  5. It can be highly targeted 
  6. You can use a variety of enhancing media 
  7. It's a great supplement to Blogging 
  8. It's a great supplement to WebTV and Internet Radio 
  9. It's another way to get people to share your message
  10. It's a great way to recycle other content you have created
  11. You can directly sell in email, e-newsletters and direct messages
  12. It can have a very high return on investment
In summary, touch marketing is made of both digital and analog methods that can provide systematic contact messages designed to allow you to connect, communicate and sell products and services to existing customers and prospects. All touch marketing methods require the inclusion of the four prerequisite items listed at the beginning of this article. Also, it is important to provide high-quality, authoritative, relevant, timely and useful messages, products or services as well. Failure to include these prerequisites will most often lead to diminishing returns or outright failure. At Working the Web to Win, our team has been helping companies succeed at touch marketing for more than ten years. I always like to say that "It always makes sense to do things right, because, in truth, there is no cheap way of doing things wrong."

That's my opinion; I look forward to reading yours.

This article provides a dozen reasons why touch marketing should be part of every business marketing strategy. The article further provides details on many different analog and digital touch marketing methods that can be used, and it includes a formula for success that any company can use and succeed with. Lastly, this article also provides links to many other articles including a link to the BlogTalkRadio show that goes with this article.



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If you feel your business hasn’t found the profits it expected on the Internet, we can help with guaranteed services that produce positive results, or you don’t pay. We also make sure that your websites are secure. If you would like to see your websites rank higher, you can contact us at by dialing 904-410-2091. We are very good at cost-effectively creating tangible online results for our clients. We also provide 27 different digital products to help businesses get their message out. If you’re ready to take your web results to the next level, simply fill out the form in the sidebar of this blog, and we will provide you with a free marketing analysis which will show you how to get better results. Our claim to fame is that we are one of a few companies that actually provide real guarantees at a fair price.

If you found this article useful, please share it with friends, family, and co-workers. I recommend checking out the links on the blog, along with checking out other related articles on our Show Notes Page.  Also, don’t forget to listen to the BlogTalkRadio show on this subject. If you have a related useful comment or opinion about this article, leave it in the comment section of this blog. Also, don’t forget to plus us, on Google+ and share us on Facebook, Twitter, and LinkedIn as well.

Get a FREE eBook - Internet Marketing Tips for the 21st Century & also get our FREE newsletter here. Your privacy is important to us. Your data will never be sold or shared. youcan unsubscribe, see privacy policy at the end of this blog.

Hector Cisneros is COO and Director of Social Media Marketing at Working the Web to Win, an award-winning Internet marketing company based in Jacksonville, Florida.  He is also the co-host of the weekly Internet radio show, "Working the Web to Win" on BlogTalkRadio.com, which airs every Tuesday at 4 p.m. Eastern. Hector is a syndicated writer and published author of “60 Seconds to Success” and the co-author along with his business partner Carl Weiss of their hit book also called “Working the Web to Win.”

Is Word of Mouth (AKA Referral Marketing) Worth the Effort?

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By Hector Cisneros

I have been directly engaged in word of mouth marketing (AKA Referral Marketing or Social Networking) for more than 35 years. I often hear business owners say that they tried networking at Chamber of Commerce events and even hard contact networks (exclusive membership organizations), and they felt that the return on investment was poor or nonexistent! Well, this statement can be true and false at the same time. It has been my experience that, for the most part, you can only get back a return based on the time and effort you put into any endeavor.  In this episode of Working The Web to Win, we will take a hard look at organized word of mouth marketing, to see if high returns are real, luck or just fancifully marketing on the parts of the referral organization's marketing department. So get ready to learn my firsthand  experiences as to whether referral marketing works and if so, what makes it work and how can the reader minimize the investment in time, money and energy to get the maximum return for their marketing dollars. 




If you're reading this article, (or any article for that matter), you should always keep an air of skepticism as to what is true and what is made up. After all, we are living in the age of "Fake News". So, let me start by giving you a little background on why you should believe what I have to say. First of all, I have been actively engaged in referral marketing since 1981 when I joined the local Chamber of Commerce. I have been an active member of more than half a dozen other referral marketing organizations, including; BNI, he world's largest and most effective Word of Mouth organization. I was a trained professional (i.e. paid) BNI Director  from 2004 to 2010 and I have written two books on Word of Mouth Marketing. One is still available on Amazon.com, it's called 60-Seconds To Success. I have also written many articles that were published on e-zines, magazines, and on my own blog called; The NetWorkers Apprentice Work Shop and on the WorkingTheWebtoWin blog. A simple search on this blog will reveal more than a dozen articles that discuss Word Of Mouth Marketing. Here are a few I highly recommend.

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To finalize my credentials as a person worth listening to, I'll provide these last facts. I was the Marketing Manager for three franchised Computerland Stores in the '80s, where I directly managed all marketing aspects of those stores. I founded and ran a successful company called Computer Know How, Inc. which lasted 30 years, and during the last 10 years, I have been the COO of W Squared Media Group, AKA Working The Web To Win, where I manage the company's marketing (especially social media marketing) and where I continue to engage in Word of Mouth marketing as a 27 year member of River City BNI.

It's Not FREE - Now I want to get the biggest myth about Word of Mouth Marketing out of the way. Let's me make this clear; Word of Mouth Marketing is not free! It doesn't matter what name you use - whether its Word of Mouth, Networking or Referral Marketing, this type of marketing is just not free. It costs time, energy, effort and money, period! No matter how you slice it, this is not a free form of advertising!

Courtesy of WorkingTheWebToWin.com

Let Me Explain why - Where does word of mouth take place? It takes place everywhere right? But how do you get your message everywhere? You have to meet prospects and clients somewhere and you have to take time to create your message and you have to build a reputation of providing honest and reputable work or service, right? Does any of this just happen on its own? NO! You have to at a minimum expend effort to attend networking events, create your message, deliver your message, engage with prospects, build trust, follow up on meetings and deliver a great product or service. Nothing just happens! Now that I have gotten that out of the way, let's look at the way most businesses engage in Word of Mouth Marketing.


W
ord of Mouth -The Good, the Bad and the Ugly? When I attend networking events, I see three kinds of referral marketers. Those who take word of mouth seriously, (i.e. the Good - pro networkers or those seriously engaged)., those who cherry-pick and are partially engaged (the Bad because their efforts not only hurt their chances, it hurts the network as well). And the Ugly - those who are lost and don't know what to do. 

Courtesy of WorkingTheWebToWin.com

Serious Word of Mouth Marketers understand that it is NOT, Net Sit and Eat or Drink - It's NetWork! They come prepared with a well thought out 60-second presentation. They engage in pre and post event networking and make sure that they set up several one to one meetings with prospects and referral partners that they have developed trust with. 

The cherry picker type networkers follow their own rules (often violating the event's and sponsoring organization's rules), thinking they know what's best for them. In contrast, the pro networkers maximize their efforts by sticking to the venue's rules and by making sure they engage in the fundamentals of word of mouth marketing. This means meeting with others in a giving way, building trust and educating referral partners and prospects alike while being fully engaged in the referral marketing mindset. Cherry pickers, on the other hand, do whatever they deem is right. Most often they begin by engaging in sales pitch techniques and skip the parts that have to do with building trust of giving back (which also builds trust). 
Courtesy of Flickr

The third category, the uninitiated or those who seem lost, often make ugly mistakes. These wannabe referral marketers act as if they are lost, or don't want to be there.  They often cause themselves more image problems than any gain they could have obtained. Their halfhearted effort makes them seem either uneducated with regard to what is necessary for successful Word of Mouth Marketing, or they are not willing (or able) to put in the time, money and effort necessary to achieve success. 

In most cases, if referral marketing is not working for you, you are either not working it the right way, need to learn the venues agenda, are not fully engaged in the process, or are not utilizing the techniques of the sponsoring organization. Now let's look at the real cost of referral marketing. There are two main types of cost: Time spent, and Hard money Cost.

Time Cost - First there is time cost, which includes things like; Time planning your campaign, Time creating your elevator speeches, time creating your long presentations, time engaging in networking, time building relationships with referral partners, time spent tracking and evaluating your results and travel time. There is also a learning curve where you spend time learning how to take care of customers, learning how to motivate customers to spread your good name, and time spent mastering networking skills. As a member of BNI and other organizations, I spend a minimum of about three to six hours a week engaged in face to face word of mouth marketing. That leaves me a minimum of 34 hours (of a 40 hour work week) to devote to other aspects of my businesses. Of course, you can always spend more time on growing your business and even more time on word of mouth marketing.

Hard Cost -  Hard costs include things like travel expenses (gasoline, auto maintenance, cost of the vehicle), event fees, venue food & beverage fees, organization membership fees, and any additional advertising cost you may incur. As a member of BNI, my cost includes; vehicle maintenance, the venue fee, and my membership fee. This can range between $1,000 and $1,200 a year. 
Courtesy of Pixabay

Analysis of the Return on Investment - For a new business startup or even a seasoned business, these fees may seem high. In fact, the above-mentioned numbers are in line with any organization I have been a member of, including the Chamber of Commerce and others. The mistake most small businesses make is that they only look at the cost of participating in referral marketing and leave out the possible return on investment. The second most common mistake is the equating their return on investment by looking at the amount of a single sales versus the life of customer patronage. Let's look at a hypothetical Mary Kay Representative's sales to see if the numbers work out? Let's say our hypothetical Mary Kay rep sells a customer products that net $30. Then, let's assume that she can get one new customer a month during her one-year membership. Twelve times $30 yields $360 total. Not anywhere near the cost of membership, right? But what about the lifetime value of those 12 customers? If each customer renewed their order each month during that year's membership, our hypothetical rep would receive $2,340. In fact, if she does a good job of taking care of her customers she could very well make a lot more than that. This is close to a two-fold return on investment if you use my hard cost numbers from my BNI membership as a model. 


As a marketing person, I am telling you that this is a good minimum ROI for any kind of marketing. In fact, our hypothetical Mary Kay Rep could easily make a lot more than my example shows. It's also possible that she could make a lot less as well. It all boils down to how effective your word of mouth marketing is, and that boils down to what effort you put into achieving your success. 
Courtesy of www.flickr.com

The Good News is that you have a great amount of control over the results you produce in word of mouth marketing. The bad news is that halfhearted efforts will only produce poor results. Since this type of marketing has a real cost in time, money and effort, it makes no sense not to be fully engaged in whichever organization or venue you choose to participate. Not buying into the organization's process and not engaging fully in all the networking opportunities, means throwing away your money, time and effort! No matter how you slice it," Word of Mouth Marketing" is not Free, If you plan on engaging in referral marketing, the least you must do is learn their system and be fully engaged in that organization's process. Anything less will produce diminishing returns. If you put in the right effort and do a good job by providing top-notch service and engage in all the opportunities available to you,  you will most likely receive a three to six-fold return on your investment your rookie year.

As a seasoned networking professional and word of mouth advocate, I look to get at least a 20 fold return on investment. Last year my company received a 41 fold ROI. If you take the time to embrace a referral networking organizations process, like BNI,  you will gain a significant return on your marketing investment.  On the other hand, if you like to cherry pick rules, techniques and corporate cultures, your return on investment will be unpredictable and hit or miss at best. If you're going to network, do it right. Be prepared to embrace the organization's corporate culture and be fully engaged in its methods. If you do this, you will be very successful, probably far beyond what you thought possible. As a marketing professional, I advise that every business engage in referral marketing. I have for over 35 years and it has been profitable for me.


That's my opinion; I look forward to reading yours.



This article discusses Word of Mouth (AKA Referral Marketing or Network Marketing) and whether it is cost effective for most businesses. It explains what the real cost is for engaging in word of mouth, what the real returns on investment should be and what's involved in maximizing your return on word of mouth (aka referral marketing).
This blog also provides many links to related articles, and it includes a link to the accompanying BlogTalkRadio show for this episode.

Get your FREE copy below.

If you feel your business hasn’t found the profits it expected on the Internet, we can help with guaranteed services that produce positive results, or you don’t pay. We also make sure that your websites are secure. If you would like to see your websites rank higher, you can contact us at by dialing 904-410-2091. We are excellent at creating cost-effective, tangible, online results for our clients. We also provide 27 different digital products to help businesses get their message out. If you’re ready to take your web results to the next level, simply fill out the form in the sidebar of this blog, and we will provide you with a free marketing analysis which will show you how to get better results. Our claim to fame is that we are one of a few companies that actually provide real guarantees at a fair price.


If you found this article useful, please share it with friends, family, and co-workers. I recommend checking out the links on the blog, along with checking out other related articles on our Show Notes Page.  Also, don’t forget to listen to the BlogTalkRadio show on this subject. If you have a relevant, useful comment or opinion about this article, leave it in the comment section of this blog. Also, don’t forget to share us on Facebook, Twitter, and LinkedIn as well.


Get a FREE eBook - Internet Marketing Tips for the 21st Century & also get our FREE newsletter here. Your privacy is important to us. Your data will never be sold or shared. You can unsubscribe, see privacy policy at the end of this blog.


Hector Cisneros is COO and Director of Social Media Marketing at Working the Web to Win, an award-winning Internet marketing company based in Jacksonville, Florida.  He is also a co-host of the weekly Internet radio show, "Working the Web to Win" on BlogTalkRadio.com, which airs every Tuesday at 4 p.m. Eastern. Hector is a syndicated writer and published author of “60 Seconds to Success” and the co-author along with his business partner Carl Weiss of their hit book also called “Working the Web to Win.”


10 Reasons Why a Web TV or Radio Show Can Enhance Your Businesses Credibility

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By Hector Cisneros

Recently I was asked, why have we kept doing our internet radio and Web TV show for so long. The answer is simple, it's a great way to showcase your expertise and at the same time, produce quality marketing elements that can be used for a long time. The fact that we continue to do our internet show speaks volumes about how we feel regarding its effectiveness at producing credibility. It also provides many high ranking factors, including increases in traffic, social engagement, authoritative back-links and a host of other beneficial marketing effects. There are, however, some prerequisites and principles that must be adopted for any type of show to be a success. In this episode of Working the Web to Win, we will discuss these principles and prerequisites so that our readers can understand what is needed to develop their own show, even if it means outsourcing any elements or skills required for success. Creating a quality show is based on knowing and taking care of the audience, and that is where we are going to start.

The evolution of Social Media into an Advertising Platform - What you Need to Know

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By Hector Cisneros

Before the 2016 presidential election, the rules for using social media as a marketing platform were producing great results for many businesses. The marketing shenanigans that took place during the election exposed some of the questionable policies and algorithms many of the social media and search platforms were using. This has forced them to take draconian measures where now they filter posts to the point that most businesses are finding that what used to work well doesn't work at all anymore. In this episode of Working the Web to Win, we will explore some of the most important changes that have occurred in top social networks and provide a plan to help you move forward successfully. Today, businesses will need to rethink their social media game-plans because social media has evolved into social advertising. 

Dogs and Cats Rejoice - Here's the Latest Cool Products for our Four-Legged Friends

By Hector Cisneros

In America, we love our four-legged friends almost as much as our children. Some people say that their pets are their children. I personally love dogs (and to some extent cats). Today, a dog or a cat living in the 21st century has opportunities not available to them a mere decade ago. For example, pet healthcare has advanced significantly. There are even a variety of customized prosthetic devices available for pets today. To make it even more interesting, we have robotic devices that will play with our pets while we are at work. There are pet TV shows, pet trackers, high tech pet clothing and even pet booties to protect their paws in winter. In this episode of Working the Web to Win, we will explore the wonderful world of 21st century pet products, how they are marketed to consumers and what the latest dog or cat fancier is considering for their favorite four-legged friends. So get ready to curl up with your favorite canine or feline as we jump into the world of 21st century pet products.