business strategy

Who’s the Hero? NOT You!

Well hello fellow Social Mediaites.  I just made that up – feel free to make it your own.

Today is NOT about you.  Neither was yesterday, but yesterday you didn’t know it yet – so starting today – it is no longer about you.  What the HELL is this woman talking about??

I’m talking about how you market to your clients.  I’ve stated it many times before – your relationship with your clients is….. ???  That’s RIGHT!  It’s a relationship.  Think back to one of your worst dates ever.  You know – where the guy/gal on the other end of the table was all like, “me me this, and me me that, oh and also there was this one time where I, I , I and me me me …….” And oh. my. GOD will the endless droning ever stop??

Well it did stop and I hope you never called him/her back because they need a wake up call.  Maybe a wake up call a little like this one.  Your business as a marketing professional should not start and end with you.  Should you be mentioned?  Absolutely.  Not to do so would be equally asinine.  While your current pitch to get Social Media work might sound a little like this:

“I’m a marketing professional that has worked with the likes of ___(fill in the blank)____.  I took over his marketing efforts in June of 2010 and have single handedly grown his business 10-fold.”

When it should sound more like this:

“As a marketing professional, I was given the opportunity to work with ___(fill in the blank)____.  In 12 months time, his business grew 10-fold. If you’re interested, I can walk you through the steps he followed to make that happen.”

It’s amazing what results come from someone who really knows what they’re talking about – with a side of humility. Give your client their due – it’ll come back in your favor every time.

I Have to Choose between Email and Social Media? … No.

I’ve heard some marketing gurus say that email is soon going to be the dead language of the marketing world.  I say something different.  Language doesn’t die if you know how to keep it alive, so keep email alive, we shall.

Marketing via email and marketing via social media typically reaches two very different audiences.  However, there is absolutely some overlap.  In fact, there’s quite a bit of overlap.

As with any post, any blog, any newsletter, you absolutely MUST keep your audience in mind.  Just because it’s interesting to you doesn’t mean it will be to the people who’ve requested to follow your business… so here’s the plan:

Your first goal is to get your email newsletter list compiled.  Your subject matter needs to be something that is so compelling… So inspiring… So shocking (in good taste of course)… that your audience can’t help but forward it.  Here’s the thing though – you also need to provide a way for your audience that uses both social media AND email to share the story – EASILY.  Humans – we’re such a lazy group! Give us an “easy” button and we’re set.  Make us save a picture to our hard drive, find said picture, upload it to Facebook – then post it… and we’re spent for the day.  So we’d rather just not.  Provide us a button.  Approve.  There it is!  And like magic – more followers.  And you look all the more genius for it.

Looks like you’ve got some writing… or research… or editing to do.  I’ll leave you to it then.

Content Marketing Isn’t Part of your Marketing Strategy??

What’s this “content marketing” catch phrase you keep hearing about?  It’s one of your most powerful marketing tools.  That’s what it is.  If it’s not part of your marketing strategy, it’s time to reevaluate!

Content marketing is essentially selling your brand without (directly) selling your product.  How in the world could that possibly prove to be useful?  Theory is – make your customers smarter and they reward you with their business.  When you take a minute to think it through, it makes all the sense in the world.

Example:  Let’s say you’re a single parent with two young children.  As a single parent, chances are – pizza is one of your go-to dinners. Pizza Joint knows this.  They also know you’re likely looking for things to keep the kiddos occupied over the weekend, but you don’t want to fill their mind with drivel on the television.  Once a day or once every other day, Pizza Joint lets you know about events that are happening in your community that also benefit your family.  Their name is far more likely to be at the top of your list next time it’s pizza time.  Make sense?

A direct sell every so often isn’t a punishable offense, but it’s also not usually the best way to promote via digital media.  Make sure your content is relevant as well as current.

You have an audience to reach.  What’s keeping you?

You want me to WHAT?!

“I can’t give you a surefire formula for success, but I can give you a formula for failure: try to please everybody all the time.” – Herbert Bayard Swope, American editor and journalist; first recipient of the Pulitzer Prize

And this, ladies and gentlemen is the truth.  There will be clients that want the world from you.  Once they get the world – they’ll want the sun… and the moon.  And the truth is that you’ll want to provide it for them to your own detriment and to the detriment of your other clients.  There will always be someone that you just can’t please no matter the hours you spend with/for them, no matter the effort put forth, no matter the amount of sleep lost.  Now there will be two possible outcomes.  Outcome #1 – You continue trying to please said client, suffer inordinate amounts of stress, possibly lose other (quality) clients due to time spent on this one – OR – Outcome #2 – You fire your client.  Yes.  YOU are the one in control of your stress level and you are the one responsible for keeping it at a safe and tolerable level.

 
Do the right thing by everyone, always.  Yourself included.  To conclude, a little ditty:  “You got to know when to hold ‘em, know when to fold ‘em, Know when to walk away, know when to run.” – Kenny Rogers