This weekend was all about gardening.  Pulling out the overgrown weeds and preparing the soil for planting.  I have been eagerly awaiting this time of year, so I can try my hand at planting some fruit trees.  We only have room in our yard for two trees, so I planned on planting two orange trees, assuring our house is stocked with plenty of oranges.

But when I got to the local nursery to pick out the trees, they said I’d have much better luck if I planted just one orange tree along with a lemon tree.  The pollen from one tree is delivered to the flower of the other type of tree, yielding much better results and yes, more fruit.  It’s called cross-pollination!

As I planted my fruit trees, I began to consider the concept of cross-pollination and how that idea can be applied to a company’s on-line marketing outreach as well. Particularly in maximizing brand exposure and increasing reach across each segment of the marketing mix.

Consumers engage in a number of online activities, and they have different preferences and tastes. It’s wise to provide several options for customers to be in communication with your company, but use each of these touch points as an opportunity to cross-pollinate and reinforce another aspect of your outreach. Get as much mileage as you can from every contact with a customer.

Marketing Profs provides a helpful list of  popular strategies that companies can use to maximize their digital-marketing mix.  As you read through the following list, consider how you might begin to incorporate a few of these:

- Use e-newsletters to announce new LinkedIn, Facebook, or Twitter feeds, directing readers to social-networking websites for   signup.

- Use Twitter to link followers to your latest blog post to fuel interest and re-tweets.

- Include an option to join the company’s social networks in the e-newsletter registration section.

- Use the sidebar on your e-newsletter to list all company social-networking profiles, and use those profiles to gather e-newsletter signups.

- Invite customers to participate in YouTube viral-marketing video contests that show real consumers using and enjoying your products or solutions.

- Read and respond to comments within social networks, developing newsletter or blog articles around topics readers discuss the most.

- Launch a regular Q&A section in your company’s e-newsletter that specifically addresses reader questions across all social-networking platforms.

- Include a link to your Help forum or YouTube video tutorial within purchase-confirmation emails.

- Include a social-bookmark console on product pages in case readers want to share your website or products with others.

- Join relevant LinkedIn and Facebook groups, assigning knowledgeable representatives within your company to answer questions, thus positioning your company as a valuable industry resource.

Think of all the different places you interact with customers and prospects and take every opportunity to cross-pollinate your marketing efforts.  Each of these actions builds your contact database, deepens the relationship with your prospects and brings them one step closer to the buying decision.  Your tree will be full of fruit, ripe for the picking!

Has Facebook really taken over the internet?  From the sound of things, one would think they’d taken over the world!

The buzz surrounding the new announcements from Facebook CEO, Mark Zuckerberg at the third f8 developer conference has been non-stop.

But what does it all mean?  As a marketer and an avid Facebook user, I’m a bit on the fence with this one.

There are three key changes that will have a significant impact on marketers and users:

Social Plugins - will allow users to share content from any website with their social network just by clicking on a “like”/“recommend” button.  This offers huge word of mouth potential for companies that have this like button installed on their website. And it makes it very easy for users to share their likes and interests.  However, all of these websites will now have access to our Facebook profiles and data.

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During a recent visit to a local park, I thought it would be fun to feed the ducks in the lake nearby. With a loaf of bread in hand, we walked to the edge of the water only to find one lonely little duck.  I tossed in a piece of bread, the duck quickly ate it and quacked. Suddenly, three more ducks appeared.  Just a couple bread pieces and quacks later, we were surrounded by a huge gathering of ducks, geese and pigeons devouring bread and happily quacking away.

Watching these ducks gather,  I was reminded of the power of word of mouth and how it can spread so quickly.

Word of mouth is one of the most influential and trusted sources of information consumers rely on when making a decision.  And the increasing use of the Internet and social media networks take it to a whole new level,  it’s word of mouth on steroids!

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