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If the image that pops into your mind when you hear the word “Pinterest” is a girl looking for wedding ideas or a middle-age woman hoping to snag scrapbooking tips, you are missing a great marketing tool — one that can work for your business through cross platform promotion.

According to a Pew Research Center Study, 15 percent of people who use the Internet also visit Pinterest.  When you consider that nearly 2.5 billion people use the Internet you begin to see the massive potential for reaching your customers through Pinterest.

While the traditional methods of advertising still have a place in your marketing plan, updating your methods of getting the word out is essential if you want to give your company brand traction and propel it forward.  In order to properly utilize Pinterest you need only take the first few steps.

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Get the Word Out

Pinterest has what they call a “goodies” page for new users. One of the things offered there is a “Follow” or “Pin It” button for you to post on your company website. Link that button to your material on Pinterest in order to let potential customers know they can find you there. You can also add the icon to your old-school promotional materials like brochures, flyers, and newspaper ads.

Take Advantage of Pinterest for Business

Pinterest knows that businesses want to be part of the growing social community and have made it easy to do so by allowing you to create a business account. There’s no fumbling in the dark to figure the site out as Pinterest walks you through the entire process, giving you tips along the way to help you connect.

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One way to link professional platforms is to use the email address associated with your company’s Twitter account when setting up a Pinterest account.  If you don’t already have a Twitter account, it’s a good idea to set it up the same time you roll out your Pinterest presence as another way to enforce cross platform promotion.

Get Faithful Customers Involved

Ask your friends and customers to help by pinning pictures of themselves holding a product associated with your business and tag you.  Once you’ve been tagged you can re-pin those photos on a VIP board.  It’s a great way to achieve cross platform promotion while also showing appreciation to your current customers.

Follow the Rules

Pinterest has an etiquette of its own. Among the things they ask of users is that you avoid self-promotion, credit sources for anything you pin, and be polite.  What Pinterest helps you do is to create an image for your business. Make it a practice to repin and “like” other content on Pinterest that you believe will benefit your community. Share pictures and videos from other boards related to your industry. What you will likely find is that as you pin things of interest, other people will begin to re-pin them, giving your company credit in the process.

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Get to Know Potential Customers

Millions of people use Pinterest as a way to organize the things they like: their favorite artists, restaurants, travel destinations, and more. Pinterest can be used as a tool for seeing inside the lives of your potential customers. Take a look at the pinners who follow your business or businesses like yours. As you learn more about the people you are marketing to you will be better able to gear your marketing efforts towards them.

In the ever-changing landscape of social media, Pinterest has become a player worth getting to know.

Google Adwords originally was developed to share “sponsored links,” but many businesses are missing out on the valuable addition of using video with AdWords. Using video ads allows you to engage and entertain possible customers on websites that partner with Google. It’s a “pay per click” system, meaning you only pay when someone clicks your ad as a result of a related search within their search engine.

While there is a lot to learn about Google Adwords, here’s some information about how this service could benefit your company in 2014.

It’s easy to get started!

It’s simple. All you have to do is create an account, upload your video ad, choose the target audience that’s right for you and you’re already targeting new customers!


When you consider that YouTube is the #1 video website and the second largest search engine in the world, it’s safe to say the audience is there. They’re already watching these videos, and currently other people’s ads! Why not yours? Find the exact customers you want by targeting them specifically by keywords, demographics or topics.


You can customize your ad to fit your personal needs. AdWords works with TrueView which provides multiple formats for you to pick from.

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One of the most attractive features -which we mentioned earlier- is the pay per click system. This means your never throwing money at advertising and crossing your fingers that people will see it. You ONLY pay when your targeted audience chooses to watch your ad. Another great aspect is those who aren’t interested can save you money by skipping your ad instead of sitting through it.

Advantage of video

Video has proven to be one the best ways to capture an audience by delivering a more engaging experience. AdWords gives you the option to be authentic and personable with your customer base. After all, who knows your business better than you? Describing or demonstrating your product or service is much more effective than detailing it in a paragraph.

Track your progress

You can easily track your success by using the provided analytics to see views, clicks, costs and more. With this powerful information, you can make decisions on which video ads are the most successful and which ones you may want to pull.  Contact us here at Spiracle Media if you have any more questions about Google AdWords with Video and if you need help producing a video.

During the initial phase of a new job or onset of a significant task, treating it like a rookie is a natural and essential part of the process. It’s a time where you’re exposed to new people and ways of doing what you may or may not have been exposed to in the past. Your ambition and willingness to learn is a strong indicator of how well you will succeed.

More than ever, the ability to adapt is crucial when it comes to succeeding with technology. At Spiracle Media, we’re always looking to stay ahead of the game when it comes to online tools, video and strategy that lead to phenomenal results when reaching the target audience. That’s where continual evaluation comes into play. The ways of yesterday may be extinct tomorrow or at the least lose their shine. It’s an obvious concept, but one that takes focused effort to combat.


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First, don’t get stuck in your ways. There are always new pieces to add to the puzzle that will assist in reaching the goal. It’s critical to evaluate and  re-evaluate on a consistent basis. Make it part of the routine. Understand why things happen and realize that your ways are not always the best ways despite getting the desired result.  The bar of evaluation should be unreachable.

Second, social media and video are introducing new tools every day. Some are relevant, while most probably won’t make a difference in what you’re trying to accomplish. However, having a basic idea that those things are out there is a must. What’s in demand? Who is using them? Is there a correlation between these tools and our efforts? After that, you can weigh whether it makes enough sense to slightly change direction.

This all ties back to the attitude of a rookie, but not just any rookie. A rookie that takes pride in further education and consuming information that doesn’t completely consume, but adds to your productive knowledge base. One of the biggest pieces of advice that I can throw out there is don’t be afraid to experiment and try new things. Easier said than done especially when things are working fine. I get complacent just like the next person and stubborn to new ideas once and while. But overall, I am up for a learning experience. It should be an exciting process as the things you are testing today will be in play before you know it.

Treating it like a rookie will keep your ideas and your actions fresh. You will naturally want to learn and that’s a powerful thing. Don’t get complacent in who you are and what you are doing. Remain productive at all times.  A good summation of that concept is found in this quote by John P. Kotter, “A higher rate of urgency does not imply ever-present panic, anxiety, or fear. It means a state of complacency is virtually absent.” Complacency might not lead to ultimate failure, but it will certainly be a failure in utilizing your talents and abilities to maximum capacity. Treat everything like a rookie!


I’m sure you’ve seen it. It seems like everyone’s seen it.

The marketing masterpiece put forth by Westjet airline right before Christmas.


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Their new ad shows a virtual Santa wishing families a merry christmas as well as taking gift requests from kids and parents. While it’s apparent most adults interact with the system for the smiles brought to their little ones faces, they still reveal some significant presents they would enjoy.





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You learn later that Westjet employees are listening to all the requests and making their best efforts to grant the wishes of the their customers. The truly magical part happens when the travelers are standing around the conveyer belt expecting to pick up their luggage and are shocked when the very presents they wished for just a few hours previous are circling the belt, perfectly wrapped, addressed specifically to them.

So why did this work so well? Why did everyone want to share this on their news feeds which in turn propelled the video to over 30 million views?

They did 3 things right.

Tugged on heartstrings

Videos containing people’s reactions toward unexpected gestures will always be popular. It’s proven time after time when a love story with a twist happy ending enters the theaters or when a well thought out proposal video is posted on youtube. People want to watch them because these videos emotionally grab them and draw them into the story. More importantly though, they want to SHARE it with others who they know will enjoy it as much as they did.

 Be as creative as possible

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When you take an unexpected gesture and add in an innovative creative touch, you’re well on your way to making people smile. Thinking outside the box is a crucial element Westjet considered when creating something special for their customers. Chances are that most people who watched their video had never seen an airline make christmas wishes come true the same way Westjet did. This may be the hardest part of the whole process. Coming up with something new, creative, and heart-warming is no easy task.

 Don’t set your expectations too high

It’s pretty safe to say Westjet didn’t expect this video to reach 34 million views. I’m sure they considered the potential for this video to go viral when creating this experience, however they stuck to a smaller scale. They chose a small select group of their customers to surprise in order to provide them with a larger and more generous experience. They also strategically sent the video out to their customers announcing they would donate flights to the Ronald McDonald House once the video hit 200,000 views. 200,000- that’s was the goal. It’s a hefty number for most videos on Youtube, but it’s not a viral number by any means.

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An expert like John-Kurt Pliniussen, associate professor of marketing and innovation say this campaign wont wont increase the airlines sales much, but the brand will benefit overall. Pliniussen says, “Typically we shop, when we travel, on price – as opposed to brand,” said Pliniussen. “What they’re trying to do is say, ‘Look, if you travel, also consider the brand. Go to the WestJet site.’”

While there’s no formula for a viral video, learning from those who’ve accomplished it will make you more likely to succeed in your next endeavors. Whether your intent is to make a name for your brand and become more successful or just to get a laugh out of people, strategic thinking is important when trying to leave your mark and doing it right.

It’s the beginning of a new year and it’s time to take it up a notch. This is the year you’re going to make a name for yourself, grow your company and change the world. How are you going to use your small advertising budget to take your company viral?

Companies large and small are seeing increasing ROI from social marketing. There are no guarantees of having your content go viral, but there are some areas you can focus on to increase the chances that the world will choose your content to be the next viral break out.

Content that moves

  • Connect to emotions – Viral content needs to make people smile, warm their hearts, and make them feel like you care about them and the world around you. Likeable Social launched with a wedding.
  • Strong visuals – In a world of light and sound, short attention spans, and sound bites, visual is more likely to go viral than big blocks of words. Short videos and provocative pictures will make users more likely to pause long enough to share.

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Where content moves

Tumblr, Pinterest and Facebook are the strongest platforms for visual marketing. Twitter is great for linking to larger content pieces, or breaking news. Use Email campaigns for upcoming events.

Put together a press release and send it to the news outlets in your area. In the 24/7 news cycle of the information age, news agencies are as hungry for content as the rest of the web. Getting a great piece of content picked up by your local network affiliates can propel you to viral prominence.

How content moves

For going viral, speed is key. Look at trending keywords on Google, Yahoo and Twitter. Use relevant keywords in your title, description and naturally throughout any written content. Use hash tags and tags to get your content into the flow of Twitter and connected on blogs and other websites in related searches.

Be sure your tags are relevant to your content. Be sure they are relevant to your users. Keep your timing in mind. Going viral is often about releasing your content at the moment your subject matter is trending with your audience.


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Who you are

Be sure you know what you want your audience to take away from your marketing campaign. Viral content makes your company brand and image stand out, and you want to be remembered well.

  • Make it useful – Social media increasingly feels like everyone is trying to sell something. Companies use it for advertising. Politicians use it for vote swaying. Writers use if for promotion. Stand out from the crowd by demonstrating how your company is useful.
  • Be authentic – Tell the story of who you are. Put faces to the name of your company. Let the world see the human beings behind the name, their joys, their sorrows, their struggles and their triumphs.
  • Be an inspiration – What’s great about who you are? Share it so that others will be inspired.

If at first you don’t succeed

Viral content is, for the most part, a happy accident. You can make your content smart, funny, inspirational, and helpful. You can pay attention to detail, and send it to everyone you can think of. In the end, you can’t make it go viral. If your first attempt doesn’t catch the cyber wave, don’t give up. Keep trying. The web needs more quality content, and even without a viral success, your efforts will build a solid following and grow your brand.

Let us know what you think in the comment section below!

Author’s Bio: Craig Robinson is a professional writer for Qwaya, a technology company specializing in Facebook marketing. If you have more social media marketing questions, feel free to ask Craig on Twitter

A lot of marketers hear talk about constructing Facebook communities, and their minds instantly gravitate toward groups. First and foremost, it’s important to understand that groups and communities are different things. With a Facebook community, you’re looking at a wide and varied range of users, from fans and customers to everyday visitors and even critics.

Creating a community atmosphere will not only help you extend your Facebook footprint, but it will also help you keep a line of communication open with these many different individuals. The importance of a community cannot be oversold here. You’re not the head of it; you’re not in charge of it. It’s simply an organic community built using your brand’s openness and willingness, wherein channels remain open and healthy relationships are fostered.

Constructing such a community is a long and ongoing process for any brand. But, of course, one must get started somewhere if one hopes to be a participant in such a community.


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Community-Building Tips for Facebook Marketers

1: Be Open to a Community

The first thing you have to do is actually be open to the idea of participating in a community. Not every business finds this appealing. Some just want to sit behind their computer screens, playing the big boss, and dictating terms to their fans and customers through material they release. Others, however, want to participate in the social experience and want their brands to grow and spread. Being open to the idea of a community is the first step in making this a reality.

2: Be an Open Brand Presence

Approaching Facebook from a technical standpoint, you undoubtedly have some Facebook software, a few analytics hubs, and a good idea about how to approach your advertising and your posting habits. But as a brand, you need more than technical know-how to achieve a real community. You need to be open as a brand to the idea of letting people get a look at the person/people behind the screen.

Posting photos of events, providing some personal information, speaking with people informally, mixing in personal and humorous material with your business-specific stuff – this all helps to foster the community atmosphere. It works to build a real social network and not simply a one-way advertising service.


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 A community in this context is completely voluntary and completely organic. It’s not like you ask people to join a community; it’s more or less a feeling of comfort and trust with open lines of communication. For this, you should be willing to reach out to people. Let your fans know that you’re open to communication by speaking directly to them. You can create specific material that thanks your fans. You can consistently ask people if they have any problems or need any issues addressed. You can ask for suggestions about how to improve your page and your overall brand. Being the one to reach out to people puts the ball in their court.

4: Be Engaging 

Any Facebook marketing strategy worth its salt is going to require a lot of engagement. You shouldn’t only engage with people in order to increase your fans and profits. You should do so to build your community. Running a sweepstakes might be a great way to attract a lot of new fans and leads, but posting questions, puzzles, tests, and other interactive items is a great way to keep people hanging around your page for fun.

When people are enticed enough to spend time on your page, they start to spread the word around. Being the proverbial hangout, if only for a few minutes a day, creates much more of a communal atmosphere.

5: Be Creative Yet Focused 

It takes a little bit of craftiness to build a community while still marketing the way you want. After all, you’re not in this for sport. You want the community to serve multiple purposes. You want to build brand trust and overall loyalty, but you also want fans to stay fans and to become customers. So this is where your creativity comes into play. You need to stay focused on your business goals while being innovative enough to launch noninvasive promotions and ads to lure people in.

In other words, you want to advertise to people and get them into your sales funnel without making it seem overt. Mixing in a contest and building leads from members of the community will help you separate your business, so to speak. Off-site, you will communicate via email and/or mobile messaging with leads. On-site, you can keep things social and not so much in the business realm.

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6: Be Cordial 

Politeness is truly a virtue on Facebook. You’re going to encounter people who are brash and rude. You’ll run into people who just want to spam other members via the comments section of a post. And you’ll inevitably find that some people want to trash you and your brand.

Never engage with these people at all, unless you’re being polite. “Please” and “thank you” are words that you need to keep on the ready. And when things start to get too out of control, remove people for the good of the community. Yes, it’s a little dictatorial, but you have to operate a polite atmosphere.

7: Be Patient

It’s impossible for a great community to be built overnight. It’s going to take some time. The best thing you can do is stick with your engagement tactics, your quality posts, your ad campaign, and be a cordial, inviting, personal brand. It may sound trite to say that the rest will take care of itself, but as long as you’re walking that line and doing things correctly, the community really will grow itself.

Having a large, strong community of solid fans participating with your brand in an open manner will help you greatly increase your reputation, your recognition, and your reach. Not only will you pick up more fans and customers, but you’ll also be able to save money on advertising and other costly methods. Building a thorough community will greatly help your brand thrive.


To put it simply, it means that the rise of mobile Internet is among us. Business Insider reports on how fast the growth in YouTube’s mobile traffic has been over the last few years. It’s at 40% by the end of 2013, and “[t]hat’s up from 25% in 2012 and only 6% in 2011.” That means there’s no stopping the trend of people reaching for their smartphones and tablets to view content instead of their laptops.

The mobile Internet phenomenon has invaded nearly every popular online space. More people than ever are using their smartphones and tablets to engage on Twitter, Facebook and even Pinterest. Since so many people share popular videos from YouTube on their social media sites, it just makes sense that people are also viewing those videos from the same devices.

Your business may already incorporate mobile marketing as part of its overall marketing strategy. You may include QR codes in print media and offer exclusive content to users who scan the code with their smartphones. Or maybe you have bought ad space on third-party apps like smartphone games and more.

If mobile marketing works for you, you should consider incorporating YouTube into your marketing strategy. Here’s what you should do:


Create a branded YouTube channel

Use YouTube’s new One Channel layout to get the most out of YouTube for your brand. With this type of branded channel, you can create an icon and incorporate other art features that make your channel another way to showcase your brand. Then, upload a trailer that non-subscribers can view when they first visit your channel. Your YouTube channel is your business’ way to display and house all your unique video content.

And YouTube channels aren’t just for entertainment companies. Even tech companies like Verizon FiOS have created a YouTube channel with an engaging layout and interesting content. For instance, their #fiosfootballgirl series on their YouTube channel highlights an adorable and funny love of sports by a cute little girl.


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Optimize videos for mobile users

Remember that the videos you post on YouTube will be viewed largely by users on their mobile devices – their smartphones and tablets. Therefore, you should make sure you create videos that will be pleasing to watch on these types of devices. Make sure you include a link back to your company’s mobile-optimized site at the end of each video with a call to action.

Your video production team should think about how screens are typically smaller on these devices, so there’s no need for super-high-definition videos on such a small screen. Also, since mobile devices are extremely portable, viewers may be watching your videos away from fast home Wi-Fi. Keep the load times short so viewers are more likely to stay and watch the whole show.


Use mobile YouTube ads

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Just like the mobile ads you may have within third-party apps, think about using YouTube mobile ads, as well. Bid on the keywords you need to make sure your YouTube ad is finding the customers you want and need.

Use YouTube’s “TrueView” mobile video ads. These ads may seem like they aren’t as beneficial since customers can choose to skip them to get to the video content they searched for. However, Business Insider reports that “YouTube’s mobile ads are 3 times more effective if people are allowed to skip them.”



Michelle Smith is a freelance writer with a focus on social media and marketing. She can be found typing away on her laptop in sunny Boca Raton, Florida. Michelle welcomes your feedback via email.

With a limited budget, it’s vital that every penny spent on marketing is spent wisely. Here are some tips to guide you in the right direction for the new year!

Website architecture —Yes, a well contracted website is consequential to your brand’s image. It can either draw people in or scare them away. In order to make sure you get this right, consider hiring a professional to help you design and create your prefect site.

Collaborate- Put together a group of  non-competitive businesses in your area and agree to cross-promote. You can use coupons, fliers, bundled promotions or social media platforms. By working with each other, you can reach a whole new pool of customers because you’ll have access to a new list of contacts.

Know your market.
Your marketing strategy will never be successful if you do not have a clearly defined audience. Save money by waiting until your target audience is decided on before you spend valuable marketing dollars. If you know your product or service, you should be able to figure out your market pretty simply. Ask yourself a series of questions like, who will be most interested in your product? What is their age group?  What is their likely financial situation? As soon as you figure out who they are, it’ll be easy to know how and where to find them. Take your time during this phase of your marketing strategy. It’s crucial to give it a lot of thought if you want your marketing dollars to go far.

 Customer Loyalty– A top priority for a small business should be attempting to gain new customers. However, it’s very important to treat your existing customers with as much enthusiasm and respect as you did when you first met. Creating a sense of loyalty will make you stand out from your competitors simply from word of mouth. Invest some money into these customers by doing something thoughtful for them. A simple gesture such as a discounted rate after a period of time, a holiday card, or a happy hour on occasion will help them keep you at top of mind.

Sponsor a local event or charity. Becoming active in your community is one of the easiest ways to self promote. Not only will you gain notice, but it really does make you feel good to support your community. Plus, everyone benefits — you, your staff, your customers, the people you sponsor and, of course, the community at large.