I read an article yesterday about "online sociability fatigue." People, including 20 - 30 somethings who drove the social sites to a frenetic place, are fatigued with keeping up with it all. They are tired of the hearing about the mundane details of others' lives. From a personal perspective, I agree somewhat. Most times the details are a bit mundane, but it is my choice to comment on your new pedicure or not. And, I do like the ability to keep up with friends all at once, in one place...thank goodness gone are the days of the multiple one line emails flying in and out of my in box.
A recent survey found that 45 percent of Americans in all age groups are enthusiastic about online socialization, while 48 percent are indifferent because they are overwhelmed by it. The remaining 7 percent - those with a median age of 29 - are conflicted about staying in constant online contact. They are called the "ambivalent networkers." They won't turn off completely because they don't want to be left out of the loop or become irrelevant, but they want a break from it all.
So, let's talk relevancy. If you are using social media for your marketing (which you absolutely should and if you aren't sure why or how, call me) - make sure it is relevant.
Look at it this way....your Twitter followers and Facebook friends are like email opt-ins. They make a choice to follow you because they believe you will provide them with something of value. So, give them information of value. Send them something relevant to them, and your business. These followers and friends are your qualified and loyal consumers. If they were on your email or direct mail list, what would you send them? It is the same premise with social marketing.
Do you have a new product upgrade? Send a tweet with a link back to your website. Do you have a special promotion on Thursdays? Post it on your Facebook page. You don't have to be all gooey and philosophical - just send them something of value, of interest. Yes, it is that easy. And, it is free. No send fee. No postage. Free.
Thursday, April 9, 2009
Thursday, April 2, 2009
Stay the Course
The publisher of Yankee magazine shared a great analogy with me today and it went something like this.....these times are like an icy patch in the road. You can't slam on the brakes or you'll spin out of control. You need to stay calm, navigate through it and just keep driving.
This is also a great analogy for your marketing investment. You can't slam the brakes on your advertising and marketing when times are tough. If you do, you'll lose momentum and spin in circles. You need to keep investing - even if it is slower and smaller - but don't stop. Keep marketing your business. Keep moving forward. You will pass your competitors and you will reach your destination successfully.
This is also a great analogy for your marketing investment. You can't slam the brakes on your advertising and marketing when times are tough. If you do, you'll lose momentum and spin in circles. You need to keep investing - even if it is slower and smaller - but don't stop. Keep marketing your business. Keep moving forward. You will pass your competitors and you will reach your destination successfully.
Wednesday, April 1, 2009
Preserve Your Integrity - Take the High Road
Consumer buying patterns are the same in whatever industry you are in. Consumers buy from businesses they trust...from people they like. Yes, your product needs to have value. And yes, your service needs to be of such a high quality that your consumer can rationalize the expense. But, at the end of the day, they will buy from you because they trust you, they like you, and they know you have listened to their needs. Buying, ultimately, is an emotional decision.
Unfortunately, though, these hard times sometimes cause businesses to be overly aggressive in their selling. They try to sell at the expense of others - their competitors - rather than on their own merits. Don't do it. It doesn’t work. Take the high road. Consumers buy your services, they aren't "sold." Being too aggressive just turns people off.
I just received an email from a new business consultant whom I greatly respect, and he reminds us that selling is "very much like dating, where being interesting, thoughtful and entertaining will get one a lot further than being pushy."
Engage your consumer. Build trust. Show them you care. And, in the end, may you live happily ever after.
Unfortunately, though, these hard times sometimes cause businesses to be overly aggressive in their selling. They try to sell at the expense of others - their competitors - rather than on their own merits. Don't do it. It doesn’t work. Take the high road. Consumers buy your services, they aren't "sold." Being too aggressive just turns people off.
I just received an email from a new business consultant whom I greatly respect, and he reminds us that selling is "very much like dating, where being interesting, thoughtful and entertaining will get one a lot further than being pushy."
Engage your consumer. Build trust. Show them you care. And, in the end, may you live happily ever after.
Thursday, February 26, 2009
Social Media continued.....Twitter
As of this writing, there are 523 members of the Starting Point Facebook. The unintended side effect has been many new people joining Facebook in our community, and, the last few days I have had many discussions about how to market a business on Facebook.
It isn't just Facebook, it is also Twitter and the hundreds of other opportunities out there. There is so much marketing power in social media...it just takes a little time, and some creativity so that you offer value to your fans or followers. The possibilities are limited only by your imagination.
The hair salon I go to has recently started using Facebook to promote specials. They have been posting on their "wall" since January and have included everything from Men's Night to Valentine's Day specials to a free eye brow shaping .
Twitter can be even more effective in my opinion, because it breaks through the clutter that is Facebook (but what makes Facebook so great.) A quick last minute deal sent out via a tweet offers tremendous value to your customers. And gaining and keeping followers is all about offering them value.
There was a great article in Sunday's Wall Street Journal about businesses using Twitter to promote specials and improve customer service. Major airlines, such as JetBlue and retailers like Amazon are using tweets to alert their customers to last minute deals and special offers. Banks such as Bank of America are using Twitter to tick up their customer service levels. They search tweets for mentions of the bank and then respond directly to those customers. Brilliant.
In NH, PSNH is using Twitter for customer service - such as alerting customers of power outages.... "Outages scattered state-wide, but many in the Epping/Raymond area. Crews are responding and working to restore power."Good morning! Today on The Exchange, the life and career of Ted Kennedy. Call in, or post a comment: http://www.nhpr.org/node/22092"
But for marketing your business....Wow! Tweet away. Offer something of value. The more value, the more followers, the more followers, the more customers. And, did I mention that it is free?
It isn't just Facebook, it is also Twitter and the hundreds of other opportunities out there. There is so much marketing power in social media...it just takes a little time, and some creativity so that you offer value to your fans or followers. The possibilities are limited only by your imagination.
The hair salon I go to has recently started using Facebook to promote specials. They have been posting on their "wall" since January and have included everything from Men's Night to Valentine's Day specials to a free eye brow shaping .
Twitter can be even more effective in my opinion, because it breaks through the clutter that is Facebook (but what makes Facebook so great.) A quick last minute deal sent out via a tweet offers tremendous value to your customers. And gaining and keeping followers is all about offering them value.
There was a great article in Sunday's Wall Street Journal about businesses using Twitter to promote specials and improve customer service. Major airlines, such as JetBlue and retailers like Amazon are using tweets to alert their customers to last minute deals and special offers. Banks such as Bank of America are using Twitter to tick up their customer service levels. They search tweets for mentions of the bank and then respond directly to those customers. Brilliant.
In NH, PSNH is using Twitter for customer service - such as alerting customers of power outages.... "Outages scattered state-wide, but many in the Epping/Raymond area. Crews are responding and working to restore power."Good morning! Today on The Exchange, the life and career of Ted Kennedy. Call in, or post a comment: http://www.nhpr.org/node/22092"
But for marketing your business....Wow! Tweet away. Offer something of value. The more value, the more followers, the more followers, the more customers. And, did I mention that it is free?
Thursday, February 19, 2009
The power of social media...Facebook
We love social media - in all forms, shapes, kinds. We love blogs, twitter, ning, facebook. You name it, we'll try it. Today, we experienced the power of social media in a way we haven't before, and it is so exciting and heartwarming.
The story isn't so much that the local selectmen chose not to support a nominal amount of funding to Starting Point, a much needed, and unfortunately, much used service for victims of domestic violence. And the story it isn't entirely that one of the selectmen actually had the audacity to say that "some women use domestic violence as a gimmick in divorce proceedings" - yes, he actually used the word "gimmick" and "domestic violence" in the same sentence. He also told a reporter that he understood why men get angry at women. As one guy in our office said "are you kidding me?" No, unfortunately not.
The story is about the power and impact that social media can have for a cause like this. Within minutes of the article being circulated, a member of our team had set up a Facebook page to support Starting Point. She sent invitations out to her friends. I sent it to my friends, and so on. Within a few short hours, we have 44 members. Both men and women. Just like that. People joining to show their support of Starting Point and important organizations like them. And, they joined together to express their outrage about someone who claims to be in "public service" but has completely lost touch with what that means.
Update: On Friday, February 20, just a little over 24 hours since launching the Facebook group, there are nearly 150 members and the story has been picked up on the Associated Press, the Boston Herald and hundreds of other related networks.
To check out the discussion, go to: http://www.facebook.com/group.php?gid=68657000338
Social media meets cause marketing. Love it. Now, what can you do? In this time of hope and optimism and with the tools readily at hand, what can you do to reach out, to engage action, to change the world?
The story isn't so much that the local selectmen chose not to support a nominal amount of funding to Starting Point, a much needed, and unfortunately, much used service for victims of domestic violence. And the story it isn't entirely that one of the selectmen actually had the audacity to say that "some women use domestic violence as a gimmick in divorce proceedings" - yes, he actually used the word "gimmick" and "domestic violence" in the same sentence. He also told a reporter that he understood why men get angry at women. As one guy in our office said "are you kidding me?" No, unfortunately not.
The story is about the power and impact that social media can have for a cause like this. Within minutes of the article being circulated, a member of our team had set up a Facebook page to support Starting Point. She sent invitations out to her friends. I sent it to my friends, and so on. Within a few short hours, we have 44 members. Both men and women. Just like that. People joining to show their support of Starting Point and important organizations like them. And, they joined together to express their outrage about someone who claims to be in "public service" but has completely lost touch with what that means.
Update: On Friday, February 20, just a little over 24 hours since launching the Facebook group, there are nearly 150 members and the story has been picked up on the Associated Press, the Boston Herald and hundreds of other related networks.
To check out the discussion, go to: http://www.facebook.com/group.php?gid=68657000338
Social media meets cause marketing. Love it. Now, what can you do? In this time of hope and optimism and with the tools readily at hand, what can you do to reach out, to engage action, to change the world?
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