Wednesday, March 24, 2010
Facebook Explained
Confused about what Facebook is and is not? Wondering if Facebook is a good place for your business? Here is a link to an excellent explanation of how Facebook can work for business: http://www.box.net/shared/v114cwzk00
Monday, February 22, 2010
Does Branding Still Have a Place at the Marketing Table?
Many years ago, burnishing the image of a company or product was one of the most important functions of marketing. Everybody wanted their customers and prospects to think favorably of their business. And rightfully so! Being seen as a solid company or even a market leader went hand-in-hand with improved sales and stronger profits over the long term
But then came the age of promotion. Every ad, every message had to create an instant return on investment. Even if it meant diminishing or demeaning the image of the company or product being promoted. Slowly but surely, "branding" lost favor.
Need an example? Automobile manufacturers and dealers have conditioned the American public to purchase a car only when there is a "special event" in progress. They convinced us that, if we waited for a "sale" (real or fabricated) we would save big bucks. It worked so well that the occasional sales events had to be extended and expanded so that practically every day is a "special" day at your local dealer.
By relying so heavily on promotion and pricing, the automobile industry turned its products into commodities, and lost the ability to differentiate vehicles based on quality and service. The almighty "monthly lease payment" rules.
(Toyota certainly wishes they had paid more attention to branding today. It will take more than another round of "Toyotathons" to repair the damage done to the corporate image.)
There is hope. The prolonged recession has shown that promotional marketing has its limits. With discretionary money tight, consumers have been less inclined to jump at the first offer they see. Instead, we have returned to the practice of deliberation and consideration before parting with our dollars.
When buyers stop to think, the image of a company enters the equation. Instead of being dazzled by a "once in a lifetime offer," the buyer needs to be convinced that he or she is making an intelligent purchasing decision. And an important part of that decision is having confidence in the business from which we are buying.
A return to branding fits in well with the expansion of media that has come about in recent years. Instead of trying to tell a company's story in 30 seconds, the internet allows plenty of time and space to delve more deeply into the who, what, when and where of a product or service. Picky consumers can satisfy themselves that they are making a good decision before plunking down their hard-earned cash or clicking the "buy now" button on their web browser.
What about your business? Have you been paying attention to your company's image among customers and prospects? Or have you come to rely on price cutting and special deals that have reduced your value in their eyes?
Long live branding.
But then came the age of promotion. Every ad, every message had to create an instant return on investment. Even if it meant diminishing or demeaning the image of the company or product being promoted. Slowly but surely, "branding" lost favor.
Need an example? Automobile manufacturers and dealers have conditioned the American public to purchase a car only when there is a "special event" in progress. They convinced us that, if we waited for a "sale" (real or fabricated) we would save big bucks. It worked so well that the occasional sales events had to be extended and expanded so that practically every day is a "special" day at your local dealer.
By relying so heavily on promotion and pricing, the automobile industry turned its products into commodities, and lost the ability to differentiate vehicles based on quality and service. The almighty "monthly lease payment" rules.
(Toyota certainly wishes they had paid more attention to branding today. It will take more than another round of "Toyotathons" to repair the damage done to the corporate image.)
There is hope. The prolonged recession has shown that promotional marketing has its limits. With discretionary money tight, consumers have been less inclined to jump at the first offer they see. Instead, we have returned to the practice of deliberation and consideration before parting with our dollars.
When buyers stop to think, the image of a company enters the equation. Instead of being dazzled by a "once in a lifetime offer," the buyer needs to be convinced that he or she is making an intelligent purchasing decision. And an important part of that decision is having confidence in the business from which we are buying.
A return to branding fits in well with the expansion of media that has come about in recent years. Instead of trying to tell a company's story in 30 seconds, the internet allows plenty of time and space to delve more deeply into the who, what, when and where of a product or service. Picky consumers can satisfy themselves that they are making a good decision before plunking down their hard-earned cash or clicking the "buy now" button on their web browser.
What about your business? Have you been paying attention to your company's image among customers and prospects? Or have you come to rely on price cutting and special deals that have reduced your value in their eyes?
Long live branding.
Wednesday, January 27, 2010
Tweet? Blog? E-Mail? It's Still the Message That Motivates!
We are blessed with (beset by?) an amazing array of communications media in today’s modern world. You can deliver a message in traditional ways (newspaper, magazine, radio, television, billboard, direct mail), or through an assortment of web-based channels (web sites, e-mail, blogs, Twitter, Facebook, LinkedIn, etc.).
But beware! It is easy to get caught up in how to make contact and lose sight of what you are saying. No matter how you deliver it, the content of your message is what makes things happen.
I recently met with a prospect about starting a social media program for his company. He was skeptical, saying that he had young people on staff who could easily set up Twitter and Facebook accounts without having to pay an outside agency. Perfectly true, as most social media is free and open to all.
“But what,” I asked, “will you say?” As adept as his young staffers are with web-based media, they do not have the experience or insight into what the message should be. Nor do they have the discipline to consistently develop and deliver compelling information to fans and followers who sign up.
If you are going to use social media for marketing purposes — and I think most businesses should — you must make sure your tweets, e-mails, posts and blog entries are:
1. Consistent with your brand image,
2. Contain information of value and interest,
3. Include a call to action,
4. Are compelling enough to elicit a measurable response.
Otherwise, you’ll be just another noisemaker on the web. Remember, just because the media is free does not mean you can afford to take it lightly. Rushing into a social media program without a plan and purpose-driven message is a waste of everybody’s time, and could actually backfire with web-savvy customers.
Go back to basics and remember my “Four I’s” of advertising. Every message should have impact in the form of a strong headline, subject line or tag. It should burnish your company’s image by being well-written and (when appropriate) having an attractive layout. The message must contain information that is interesting and not self-serving. And the message should be written so as to generate inquiries, which can be easily measured.
Keep these rules in mind every time you log on to tweet or post a blog entry. They will help you make the most of the amazing power of social media.
But beware! It is easy to get caught up in how to make contact and lose sight of what you are saying. No matter how you deliver it, the content of your message is what makes things happen.
I recently met with a prospect about starting a social media program for his company. He was skeptical, saying that he had young people on staff who could easily set up Twitter and Facebook accounts without having to pay an outside agency. Perfectly true, as most social media is free and open to all.
“But what,” I asked, “will you say?” As adept as his young staffers are with web-based media, they do not have the experience or insight into what the message should be. Nor do they have the discipline to consistently develop and deliver compelling information to fans and followers who sign up.
If you are going to use social media for marketing purposes — and I think most businesses should — you must make sure your tweets, e-mails, posts and blog entries are:
1. Consistent with your brand image,
2. Contain information of value and interest,
3. Include a call to action,
4. Are compelling enough to elicit a measurable response.
Otherwise, you’ll be just another noisemaker on the web. Remember, just because the media is free does not mean you can afford to take it lightly. Rushing into a social media program without a plan and purpose-driven message is a waste of everybody’s time, and could actually backfire with web-savvy customers.
Go back to basics and remember my “Four I’s” of advertising. Every message should have impact in the form of a strong headline, subject line or tag. It should burnish your company’s image by being well-written and (when appropriate) having an attractive layout. The message must contain information that is interesting and not self-serving. And the message should be written so as to generate inquiries, which can be easily measured.
Keep these rules in mind every time you log on to tweet or post a blog entry. They will help you make the most of the amazing power of social media.
Wednesday, January 20, 2010
Have You Earned the Right to Speak to Customers and Prospects?
You may have heard that we recently held a special election to elect a new U.S. Senator here in my home state of Massachusetts. Because the race between Republican Scott Brown and Democrat Martha Coakley was so tight, both sides unleashed a torrent of advertising over the final few weeks leading up to election day.
Among the most annoying of the ads (and there were plenty to be annoyed with) were the seemingly endless series of “robo-dial” automated phone calls. Over the final five days of the campaign I received at least 100 phone calls from the candidates, famous supporters, not-so-famous supporters and political action groups.
As someone who had already taken the time to become an informed voter, I did not want to waste my time with these calls. I hung up quickly on 99 of the calls.
But I patiently listened to one.
That call came from my state representative. His message was not surprising, offering his support for one of the candidates. But, why, you might wonder, did I take the time to listen to this single call out of the hundred I received?
Because it came from a source that I knew and trusted. Because my local representative had been in communication with me on a regular basis over the past several years, keeping me informed of issues that were important to my town, my business and my family.
By his accumulated efforts, he had earned the right to be heard.
Have you earned that right with customers and prospects? Have you put forth the effort to start a relationship? To establish your authority and expertise? To allow the customer or prospect to become familiar and comfortable with you?
It is foolish to believe that a single communication, no matter how powerful a blast it may be, will be sufficient to motivate people to action. It takes time and consistent effort to reach a point of understanding and acceptance. And the effort must continue to maintain that tenuous relationship.
If such an effort is required in an important arena like politics, you can imagine the necessity of regular communications in the world of commerce. What have you done today to earn the right to be heard?
Among the most annoying of the ads (and there were plenty to be annoyed with) were the seemingly endless series of “robo-dial” automated phone calls. Over the final five days of the campaign I received at least 100 phone calls from the candidates, famous supporters, not-so-famous supporters and political action groups.
As someone who had already taken the time to become an informed voter, I did not want to waste my time with these calls. I hung up quickly on 99 of the calls.
But I patiently listened to one.
That call came from my state representative. His message was not surprising, offering his support for one of the candidates. But, why, you might wonder, did I take the time to listen to this single call out of the hundred I received?
Because it came from a source that I knew and trusted. Because my local representative had been in communication with me on a regular basis over the past several years, keeping me informed of issues that were important to my town, my business and my family.
By his accumulated efforts, he had earned the right to be heard.
Have you earned that right with customers and prospects? Have you put forth the effort to start a relationship? To establish your authority and expertise? To allow the customer or prospect to become familiar and comfortable with you?
It is foolish to believe that a single communication, no matter how powerful a blast it may be, will be sufficient to motivate people to action. It takes time and consistent effort to reach a point of understanding and acceptance. And the effort must continue to maintain that tenuous relationship.
If such an effort is required in an important arena like politics, you can imagine the necessity of regular communications in the world of commerce. What have you done today to earn the right to be heard?
Tuesday, December 29, 2009
Make ONE New Year's Resolution: A Blog
I have never been big on making New Year's resolutions, either personally or for a business. But I am going to make an exception for 2010 and urge you to get going on a blog. Here's why:
1. It's easy. While it is best to host a blog on your company's web site (see below) you can always get started with a free blog hosting service like Blogger.com or Wordpress.com. It takes very little time to set up a basic blog. You can customize the look and format later, if you want.
2. It helps SEO. "SEO" is search engine optimization, and it is the best way to grow traffic to your web site organically, without spending money advertising the site. Updating your blog (if it is hosted on your web site) on a regular basis tells the search engines that something is new and worth viewing, thus incrementally increasing search engine visibility and placement.
3. It's a great marketing tool. Sharing knowledge with your customers and prospects has always been a terrific way to brand a business and build trust. In the past we have used newsletters, white papers and published articles to accomplish this. But a blog is faster, more immediate, less expensive and is rapidly becoming an accepted - if not preferred - way of receiving communications.
If you have not already done so, make 2010 the year you enter the blogosphere. While a blog is not the path to instant riches and success, it is an increasingly important tool in communicating in the business world.
1. It's easy. While it is best to host a blog on your company's web site (see below) you can always get started with a free blog hosting service like Blogger.com or Wordpress.com. It takes very little time to set up a basic blog. You can customize the look and format later, if you want.
2. It helps SEO. "SEO" is search engine optimization, and it is the best way to grow traffic to your web site organically, without spending money advertising the site. Updating your blog (if it is hosted on your web site) on a regular basis tells the search engines that something is new and worth viewing, thus incrementally increasing search engine visibility and placement.
3. It's a great marketing tool. Sharing knowledge with your customers and prospects has always been a terrific way to brand a business and build trust. In the past we have used newsletters, white papers and published articles to accomplish this. But a blog is faster, more immediate, less expensive and is rapidly becoming an accepted - if not preferred - way of receiving communications.
If you have not already done so, make 2010 the year you enter the blogosphere. While a blog is not the path to instant riches and success, it is an increasingly important tool in communicating in the business world.
Friday, December 11, 2009
Getting Started with "Social Media"
You've heard the terms "social media, "new media" or "inbound marketing." But the flurry of options has you confused. Twitter. Facebook. LinkedIn. Blogs. Ning. Where to begin? Here is some fast advice, in order of importance:
1. Web site. Make sure you have one, and make sure it is up to date. That means attractive, engaging and interactive. No more "electronic brochure."
2. Blog. Remember the rule, "If you want people to be interested, be interesting." A blog let's you share your knowledge with customers and prospects so that they begin to see you as the expert and thought leader in your field of expertise. It does not hurt that a blog can also help raise the visibility of your web presence.
3. LinkedIn. This business-oriented network is becoming increasingly popular and is a great way to make B2B contacts. But you have to work at it a little bit. Keep your profile up to day, join appropriate LinkedIn groups, and make sure your blog posts are sent to your LinkedIn profile to keep things interesting (there's that word again!).
4. Twitter. Don't "tweet" like a teenager seeking attention and approval. Use Twitter as a notification device when you have something worthwhile to convey. Like a new blog post, new product, update to your web site, etc. Include a link back for more information.
5. Facebook. The new business-oriented Facebook can become a gathering place for customers ("fans") and a way for prospects to check out your company. Set up a page for your business, or even several pages for different divisions or departments. Urge your customers to become fans and contribute their thoughts and comments. You may even want to set up an employee Facebook page for distribution of company information and feedback from employees.
6. Ning. Although not as well known, Ning may eventually grow into a more powerful community-building tool than Facebook. You can take the lead on a topic or idea by creating a Ning community and becoming a "connector" for those who have a shared interest.
7. Google AdWords. For certain products and services, a Google AdWords campaign can drive leads and prospects to your web site. Don't treat them like regular visitors! Set up a distinct and separate landing page in order to capture interest and information right away. And be ready to respond quickly. An internet lead has a short shelf life.
This is a very quick overview of ways to use some of the new media tools available. The key is to be consistent in deliver good, usable content so that you will be found, considered and contacted.
1. Web site. Make sure you have one, and make sure it is up to date. That means attractive, engaging and interactive. No more "electronic brochure."
2. Blog. Remember the rule, "If you want people to be interested, be interesting." A blog let's you share your knowledge with customers and prospects so that they begin to see you as the expert and thought leader in your field of expertise. It does not hurt that a blog can also help raise the visibility of your web presence.
3. LinkedIn. This business-oriented network is becoming increasingly popular and is a great way to make B2B contacts. But you have to work at it a little bit. Keep your profile up to day, join appropriate LinkedIn groups, and make sure your blog posts are sent to your LinkedIn profile to keep things interesting (there's that word again!).
4. Twitter. Don't "tweet" like a teenager seeking attention and approval. Use Twitter as a notification device when you have something worthwhile to convey. Like a new blog post, new product, update to your web site, etc. Include a link back for more information.
5. Facebook. The new business-oriented Facebook can become a gathering place for customers ("fans") and a way for prospects to check out your company. Set up a page for your business, or even several pages for different divisions or departments. Urge your customers to become fans and contribute their thoughts and comments. You may even want to set up an employee Facebook page for distribution of company information and feedback from employees.
6. Ning. Although not as well known, Ning may eventually grow into a more powerful community-building tool than Facebook. You can take the lead on a topic or idea by creating a Ning community and becoming a "connector" for those who have a shared interest.
7. Google AdWords. For certain products and services, a Google AdWords campaign can drive leads and prospects to your web site. Don't treat them like regular visitors! Set up a distinct and separate landing page in order to capture interest and information right away. And be ready to respond quickly. An internet lead has a short shelf life.
This is a very quick overview of ways to use some of the new media tools available. The key is to be consistent in deliver good, usable content so that you will be found, considered and contacted.
Monday, November 30, 2009
Dear Tiger Woods, Here is Some Free PR Advice
Dear Tiger Woods:
First, I am glad that you were not seriously injured in your early morning car crash. At least not PHYSICALLY injured. I am afraid that the damage done to your reputation may be much more serious. And whoever is providing you with advice on how to handle this crisis should be sued for malpractice.
Here is what you need to do: 'fess up.
If there was a domestic problem that caused you to race out of your driveway (slowly, of course) in the wee hours of the morning, say so. No details are necessary, just a brief, "Elin and I had a disagreement and I went for a ride to cool off." Such an admission will help to humanize you in the eyes of the public and generate a lot of sympathy from your core audience, us guys.
If there was not a problem on the home front, step up to the microphone and say so. Go directly to the public yourself and tell them that nothing happened, end of story.
All this hiding behind your lawyers makes you look bad. Guilty. Wimpy, even.
Your golf game has always been bold and honest. Now is not the time to take a different direction with a very public part of your personal life.
And fire the PR guy.
First, I am glad that you were not seriously injured in your early morning car crash. At least not PHYSICALLY injured. I am afraid that the damage done to your reputation may be much more serious. And whoever is providing you with advice on how to handle this crisis should be sued for malpractice.
Here is what you need to do: 'fess up.
If there was a domestic problem that caused you to race out of your driveway (slowly, of course) in the wee hours of the morning, say so. No details are necessary, just a brief, "Elin and I had a disagreement and I went for a ride to cool off." Such an admission will help to humanize you in the eyes of the public and generate a lot of sympathy from your core audience, us guys.
If there was not a problem on the home front, step up to the microphone and say so. Go directly to the public yourself and tell them that nothing happened, end of story.
All this hiding behind your lawyers makes you look bad. Guilty. Wimpy, even.
Your golf game has always been bold and honest. Now is not the time to take a different direction with a very public part of your personal life.
And fire the PR guy.
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