Why Social Media Hasn’t Worked for Many Businesses

iwannapunchuI have been quietly observing a large number of business professionals jumping into social media (Twitter, Facebook, LinkedIn, Pinterest, Instagram, etc.) as if it were a conveyor belt they can simply throw their product pitches onto. That couldn’t be further from the truth.

See if the following example sounds familiar and then check out the ways to leverage social media correctly to actually build a passive lead generation and reputation building machine.  Continue reading “Why Social Media Hasn’t Worked for Many Businesses”

The Customer Is NOT Always Right

There’s an incredible mob mentality these days when something “wrong” is brought to light. Worse yet, people seem to crave this stuff. Just turn on your TV or radio and see/hear this stuff being pushed all day long. It used to be that we celebrated when things were “good.” No more. And it’s for this reason you can’t blame business owners for being fearful of the speed and depth of visibility that customer complaints can be made and viewed. We’re not perfect but if you’re practicing your “not perfectness” while trying to make a living, well then that just means there are double points for mocking and ridiculing your effort.

But wait … Perhaps not everyone is on board with this mob mentality.  Continue reading “The Customer Is NOT Always Right”

The Truth About Marketing

It’s one thing to do the right things.
It’s another to do them right.

As a marketer, this saying holds great value for me. It was the same for my father, a lawyer. I recall asking him about a do-it-yourself lawyer-in-a-box kit being advertised while he and I were watching TV. “Does that hurt your business?” I asked. He chuckled and said, “No, but I’ll end up dealing with a stressed out client later and have to charge more to fix the mess than I would have if they’d come to me in the first place.” That has stuck with me for decades.

Now as I set out to guide businesses to their optimum marketing positions, I too am seeing far too many do-it-yourself attempts that are messy and often do more damage than good. By the time I get the call, the first things to do are to undo things, to get back to center. Afterwards discovery can be done and then new initiatives designed and implemented.

So in the hope I can spare at least one person from making a mess, here are my truths about marketing (these are for today, who knows what’s going to work tomorrow):

Some painful truths about marketing:

Marketing is more than being noisy and saying nice things about your company and products. There was a time when that’s really all you had to do and whoever was noisiest (bought the most advertising) would win.

Marketing is more than “getting the word out” and “being visible.” Often misrepresented as “branding,” this is the epitome of checklist marketing. Doing something just for the sake of saying you’re doing something.

Marketing is more than building a web site, having a Facebook page or publishing monthly newsletters. None of these items, by themselves, is going to move the needle for your company. If you build it, they won’t necessarily come.

Some painless truths about marketing:

Marketing involves taking time to understand who wants your offerings and why. Knowing this means being able to bundle, price and explain your offerings with extreme accuracy for your best prospects.

Marketing involves knowing you’re not going to be able to tell people what to buy but they are looking for solutions to what pains them. Offering solutions (free and paid) is key to developing relationships with your best prospects today.

Marketing involves learning who your best prospects trust and listen to and then build a relationship with those people so they can know about and share your solutions with their audiences.

Marketing involves measuring everything. You need to then know how to read the data in order to make make changes to do more of what works and quit doing what doesn’t. For instance, low numbers may indicate an incorrect or misdirected strategy. You need to be able to tell the difference.

 

Did I miss any?

Public Relations, Your New Name is Outreach

During the past decade, successful marketing strategies have been rewritten and dramatically so. With audiences moving away from traditional media to ‘new’ media channels, the inexpensiveness of online content creation and the ability to attract qualified leads via search engine optimization it was possible to create ones own marketing ‘gravity’ to attract prospects without relying on the media or anyone else to push them. But, that too, is beginning to change. Continue reading “Public Relations, Your New Name is Outreach”