Is it true? Is ALL business really social?
What’s so social about calling an 800 number at midnight to order the latest version of fake jewelry while watching an infomercial? Where is the social component there?
Let’s start by asking how that infomercial got on the air in the first place? Was the deal brokered on a golf course or some swanky uptown bistro? Most “deals” are not brokered in office. They happen in social environments.
You could ask the same question about how the new fake jewelry even came to production. Was the process void of social influence?
Finally, what about our late night buyer? Why are they buying the fake jewelry to start with? How do they plan to show it off? What outfit will they wear it with? Who will be impressed by how un-fake it looks?
ALL business is social. Believe me now?
The question doesn’t seem to be dying: Is social media really a beneficial mechanism for marketing?
Some laugh at the question as if it’s not even worth asking. Some have serious doubts about whether this social media thing is really going to stick. (yes, they still doubt)
If there is one thing we do know about social media it’s this:
Social media is not some new way of doing business. It’s a new machine that can help us do business the old fashioned way. The way that works.
The old fashioned way: Social!!!
ALL business is social. Somewhere at the top of the chain, there’s a person who makes a decision.
The single most important criteria to determine who that person will do business with – is a sense of trust for the other party. Trust, perceived or real, is a social component.
Whether you choose to leverage social media or not, to be successful you must do business the old fashioned way… socially.
There are two pieces to the game of marketing your business that business owners don’t often connect.
1. What you tell the world about your business
2. What your customers tell you (about your business)
Don’t stop reading…
Many people would stop reading because they see those two bullet points and think, “I’ve heard it before. Don’t make that mistake!
What most people believe about marketing is that it’s all about what you tell the world about your business. Your logo, your tag-line, your value proposition, your image, your domain name, your website, your blah, blah, blah.
What you tell the world about your business is critical to your success. It must be done with boldness and a great deal of thought and energy. You need to spend money on it. You need to work hard to craft every word that represents you and your brand. You need to research your target to make sure you hit it with your message. All of this is critical and no business will be successful without it.
So what’s the issue?
The issue is that most well meaning business owners don’t think that piece #2 is part of the marketing puzzle. We have trained ourselves to believe that one is marketing and the other is customer service.
THEY ARE BOTH MARKETING!
Like millions of others, I watched the Super Bowl last night. Also, like millions I like to watch the commercials.
What I witnessed in the advertising was a solid degree of boldness. I especially enjoyed the well written and stunning imagery of the Chrysler ad featuring Eminem. The commercial was bold and creative with a powerful message of the hard working people of Detroit and how they know how to build luxury.
But then I hated it…
I hated it because it contradicted my knowledge and experience of Chrysler vehicles and Chrysler as a company. Set aside that without two government bailouts over 3 decades, it’s unlikely that Chrysler would exist at all – my problem with Chrysler is it’s cars.
My experience with Chrysler vehicles (with few exceptions) is that they build in a great deal of comfort, which allows for the “luxury” label, but they consistently under perform in reliability compared to nearly all of their competitors.
The bottom line on Chrysler is that a car you can’t depend on cannot be considered luxury, not matter how many cup holders it has or how cushy the leather. There’s simply nothing luxurious about constantly taking your car to the shop.
My love/hate relationship with Chrysler’s well made Super Bowl ad comes from my appreciation for good ad marketing and my subsequent disbelief that the car will be as good as they say it is in the ad. Like most Chrysler vehicles, the build up is likely to be much more exciting than the cars.
I sincerely hope that I’m wrong… but history is not on Chrysler’s side.
Truly great marketing is when your customers feel the same about your product or service as your marketing message claims.
Producing a dependable and well delivered product is just as vital to your companies marketing as producing a bold and compelling message to the world.
1) Bring something to hand out – other than a business card
Bring a flier. Not a full size flier but at least a half sheet flier. They are easy to create, easy to print (even in color) and easy to cut down to size. If you don’t want to print in color then print it on an odd colored paper that stands out.
Everyone… absolutely everyone will be handing out business cards. You should have your business cards too but having a flier has three huge advantages for networking group marketing.
–> One – it makes you different
–> Two – it gives you a reason to connect with everyone in the room without feeling like you have to drum up small talk for 30 people
–> Three – it allows you to promote a specific aspect of your business each week.
2) Make a strong call to action with benefits
Your flier should have a strong call to action. For example: Go to www.MyLoanSite.com to get your copy of a FREE report called “How to Get the Lowest Interest Rate.. Guaranteed!”
Any advertising vehicle that does not have a call to action is missing the mark when it comes to actually generating leads for your business. People almost never do what you DON’T ask them to do. They will often do what you tell them to do. It’s just human nature.
3) Give a time line for response
Don’t leave your offer and call to action open ended. Each flier should have a deadline to get what you are offering them in your call to action. The deadline can be time sensitive or availability sensitive. For example: Only 50 copies will be printed so don’t wait. Go and get this report before it’s gone. Another good one is: Offer available until Midnight on October 31st, 2010.
By adding these three simple tips to your network group marketing strategy, you should double your leads generated by your networking group or groups over a 6 month period. You may even see immediate results.
*NOTE: If you leave a genuine comment on a post, I’ll supply a quality backlink to your site.
So how do you compete in an industry where consumers believe that everyone offers the same service and the only difference is price?
What if you can’t claim that you are the lowest price? Should you just quit?
This video talks about “The Out Strategy” designed to help you outsell your competition when you’re selling the same basic thing.
I’ve created an entire video on this strategy as well.
Watch the video and let me know your thoughts:
Please leave your comments:
As a marketing consultant in Minnesota, I talk to sales professionals and business owners nearly every day and although they have heard over and over that blogging is very important to their ability to generate new business from the internet, they just can’t get on board.
This post is all about why you must have a blog to promote yourself or your business online. Blogging is becoming less of an option and more of a necessity for both online and offline businesses.
So, I have 5 reasons why you should be blogging and 1 very big reason to ignore the other five.
Here are the 5 reasons to blog:
1) Blogs are the best way to demonstrate that you are a real leader in your industry. Because blogs are all about giving quality information to your visitors, they will come to see you as a true authority in your field – if you are delivering good and helpful content of course.
2) Blogs give visitors reasons to connect with you over and over again. Traditional websites are mainly static. Once a visitor has been there, there’s usually little reason to return. Blog’s are updated regularly so visitors are more apt to return – for more good content.
3) Blogs allow for interaction. Visitors can make comments and ask questions on your blog and you can reply back. That makes them feel good about you and your company. Helping prospects to feel good about you and what you do is like marketing gold. It makes closing the sale a near after-thought.
4) Search engines love blogs. Because they always have fresh content, many blogs are taking over long held search positions of traditional websites. This means you have a much better chance of showing up on a high position for targeted keywords.This makes quality traffic to your site much easier task- not easy, but easier!
5) Blogs are super simple to set up, customize, add video, audio, photos and articles and you don’t need any real technical knowledge. Psssst… don’t tell your web designer I told you. You can use a bogging service such as Blogger.com, WordPress.com or TypePad.com or you can install WordPress on your own server and host your blog yourself – which I recommend.
Now let me give you 1 giant reason
1) A blog takes some commitment. It’s not a set it and forget tool. You need to post at least once per week or more for it to be effective.Most would suggest 2-4 times per week and sometimes more depending on the type of blog you choose to manage.The biggest stumbling block to using a blog is coming up with quality content to regularly post.
In my next post I will give some great tips on how to get content ideas to come to you rather than having to brainstorm them on your own. This will be a great post if you are currently blogging or plan to in the future.
Although these tricks make content creation much easier, it’s still requires some energy. Basically, if you can’t make the commitment to posting regularly… don’t do it. An inactive blog is worse than not having one at all.
Look for the next post to make content creation much easier.
I would love your comments or questions on this post
I don’t know many folks who fully embrace the “Social Media is a fad” idea any longer but there are still those who choose to ignore it because they don’t understand it, don’t have time for it or simply just don’t get it.
This video should help to open the eyes of those who are still procrastinating. I have a few comments following the video if you’re interested:
I post this today from Socialnomics.com as a warning to those procrastinators out there. It’s not that Social Media is a great way to market yourself or your business. It’s not that there’s a lot of people using social media every day. The issue for those who choose to stay afraid of it or not have time for it is that social media is already becoming the dominant platform for all online commerce. What’s even more important is that it’s becoming a dominant platform for ALL commerce period.
There is no choice any longer for businesses to engage through social media. Businesses that don’t will risk the loss of current customers to those who are willing to engage and will be out hustled for any new business in the future. It’s easy to out hustle when you attend a giant party will your target marketing every single day of the week.
It seems like using video for SEO and traffic is all the rage today. Search the terms “video” and “SEO” and be prepared for special reports, whitepapers, blog posts and tech chatter falling like a heavy rain from thedigital sky.
Here are three ways to use video that do not necessarily involve SEO but can add massive benefit to your business by selling on your behalf, increasing your fan base and nabbing sales that you thought you had lost.
Method #1. Product Demos – ThinkShamWow
Despite the ridicule of famed (and defamed) pitchman VinceShlomi, ShamWow has sold about $1 Billion (with a “B”) in towels to date; all on the back of a single commercial produced in a trade show demonstration style.
If you ask most folks they will tell you that Vince made ShamWow work but my contention is that the demonstration is far more powerful than Vince’s pitch. Imagine converting the ShamWow video into an audio only presentation. Listen to it in your mind and tell me if it has near the power of the actual commercial.
The real power behind the ShamWow (1 Billion with a “B”) success story is the demonstration of the product itself, captured on video for millions of people to see – over and over again.
Product (or even service) demos are extremely powerful marketing and sales tools and video is a perfect distribution platform to get them to a focused market quickly.
It’s likely that your business could benefit in big ways from this method of using online video.
Method #2. Post Sale Customer Service (sales)
One missing link in the marketing of many products is the ability for companies to follow up and make sure that the customer is enjoying their product. This too, is marketing. Here’s an example of how online video can (and should) be used to create raving fans:
Introducing:The Zizzbee (Fictional Product)
The Zizzbee Frisbee -A new Frisbee disc with special adjustable vents that make it fly up to 200 yards in one correct toss. With the slight change in one of the adjustable vent louvers it can fly in boomerang fashion or even fly straight up in the air in a swooping fashion with proper technique.
You can learn special tricks, play special sporting games or even join a Zizzbee activity club in your area. Let’s examine the stages that a Zizzbee buyer may go through after purchase.
This is a reasonable stage scenario for a fictitious product.The Zizzbee Corporation could include an instructional DVD with the product which would increase the cost of production and packaging and likely raise the price of the Zizzbee unit or reduce the overall margin per unit or…
The Zizzbee Corporation could include a flyer inside the package with an online registration that would give their new Zizzbee buyer exclusive access to a video library or a series of videos delivered by email that would address their new Zizzbee lover’s needs at each of the stages that I’ve outlined above.
Now get this…Zizzbee Corporation creatively uses the videos to also promote other Zizzbee products that they KNOW their Zizzbee buyer will be interested in. Zizzbee Flyer Wrist Guards, Zizzbee T-shirts and hats or even one month of free access to the Zizzbee Super Stars Club where they can learn Zizzbee techniques that only the best Zizzbee players in the world know and teach. Of course the customer will be billed $9.97 per month for every month they choose to remain in the Zizzbee Super Stars Club.
*End of Fictional ProductDesciption*
Whether you’re selling legal services, insurance, auto repair or Frisbee discs, your business has a post sales customer usage cycle; every business does. If you can anticipate the stages of that cycle, you can use video to help your customers enjoy your product and enjoy buying more stuff from you in the process.
Method #3. Overcome objections in segments
In today’s world of limited face to face sales, the salesperson does not always have the opportunity to handle all objections to the purchase of a product or service.
Using web video and email together can create sales for customers who initially would not take the time to listen. Short videos that overcome objections can be sent to the prospect over a designated period to lower the defenses for a follow up phone call from the sales department.
The best part of this practice is that you create the videos one time and they work behind the scenes while you’re closing the easier sale. Using video in this manner also forces a follow up system that is automated through email or other means, requiring very little ongoing effort or cost to the company. Hey… if you land 1 out of 20, you still got a sale that you would never have gotten without it.
Use one, or all of these web based video methods, and you’ll be glad you did. I would love to hear your thoughts on this post.
Whether you’ve just jumped in to marketing on the internet or you’re a seasoned veteran, the rapid pace of change in the world of social media is daunting to the say the least.
I for one have to set aside time to make sure I’m up to speed on a weekly basis with the latest trends and opportunities that emerge online.
Hubspot.com is a great resource for all things social media and they’ve put together a strong list of current social media (and all things online) terms that is definitely bookmarkable.
Keep this little dictionary of love at the tips of your keyboard and you’ll never be stumped by social media lingo again… enjoy!
Link To 101 Social Media Terms http://blog.hubspot.com/blog/tabid/6307/bid/6126/The-Ultimate-Glossary-101-Social-Media-Marketing-Terms-Explained.aspx?source=Blog_Email_[The+Ultimate+Glossar]
Dick Costello is the CEO of Feedburner. I recently landed on a post of his that I found intriguing. I especially love his reference to scoring 100 on the dehumanizer and something called the Algernon effect, which I must now research.
His article is powerful because he’s coming from a high level corporate CEO angle but speaks the same language that I often blurt out on this blog.
Check out the article and let me know what you think…