I’m late. I fact I’m quite late. And I’m late for a reason.
One of the cool things about my weekly email blast on Monday mornings is that I get people who ask me to help them with various things like websites, social media and other ways of getting their voicing out to the world. If you don’t get the Monday Morning Marketing emails you can and they’re free.
I was working with someone recently on their social media campaigns and they were very stressed. They were absolutely killing it on Facebook with an engaged audience and strong return on their time investment. So what’s their issue? They weren’t on Instagram or Twitter or any other social network for that matter. And they had the Fear Of Missing Out, or FOMO.
(Insert dramatic musical effect here)
I’ve talked about social media being a conversation and that’s exactly what it is. While there are tons of people who waste tons of time studying social media, it’s basically a conversation about mutual interests. The reason so many Facebook Pages just disappear in your feed is that people don’t interact with the Page and Facebook assumes they’re basically not interested in what the Page saying.
If you’re having a conversation with your Page’s followers and they’re responding, you’ll find that social media is highly effective. I have a number of Pages that I follow on social media whose content is of big interest to me so their comments and content keeps showing-up prominently in my feed. After all, the job the social media providers like Facebook and Instagram have is to keep you interested so you see their ads so they make more money. Simple. So the more you’re engaging with things on social media, the more likely it is that they’re going to show it to you.
I build a lot of websites for people but I also hear a lot of people who tell me that they can do their own site, thank you very much. Tools like Wix, Weebly, SquareSpace and even WordPress absolutely offer a very simple way to create a very beautiful website that does have a lot of good features and looks terrific. So what’s the problem?
I have personally partnered with SquareSpace to do the vast majority of the websites I do because you can create a great website very quickly that looks great and tells your story effectively and beautifully. In fact I once had a discussion with a restaurant owner about his needing a website and he was so insistent that it was a long difficult process that, by the time lunch was over, I showed him his new site. Lunch was on him.
Like cans of gasoline in the hands of that “one uncle,” using automation to help spread your word can have unforeseen consequences. I don’t think automated marketing systems are necessarily a good thing, especially in some implementations. While there are great tools for helping to automate your marketing, great marketing still starts from a passion about your product or service. Period.
Now, do I use automated marketing tools? You betcha! You might be one of thousands of people who get my Monday Marketing newsletter delivered conveniently to your inbox through a mailing program. If not, you can remedy that here.
Video marketing: you’ve got the idea, you’ve got the content but how do you create great videos? It’s actually pretty easy. Depending.
I try to be very platform agnostic when it comes to making recommendations but this week that’s not going to be the case at all as everything I’m about to recommend comes from one company: Apple. I realize I just lost a lot of you here but the fact is, Apple makes fantastic video editing tools.
This guy was a master of giving out business cards. At a recent chamber of commerce mixer that I attended he approached me twice with an offer for a free business card. Maybe he read my article about working a Chamber of Commerce mixer?
Either way he might have been sent by his company with a goal of giving out as many business cards as he could and he was certainly effective at his job. Perhaps he had a special deal with a print shop. But I noticed that, after the room had cleared following a fantastic presentation, most of the cards he had given out were still sitting on the table where people had been seated and now were just being thrown away by those who were tidying up the room.
There’s an old saying “you always do what you always did, you always get what you always got.” In marketing this can be true or disastrously not. While your marketing may have stayed what was a successful course, the world might be looking elsewhere. Consider how poorly an ad in a telephone book might perform nowadays for most business types.
So with this young year just showing promise of exciting opportunities ahead, it’s time to revisit your marketing. Is where your message is showing up truly the best place for that message? Are you spending in all the right places or is some of that spend just going down the drain?
There’s nothing cheesy about social media. As a component of business communication it is becoming ever more important. Mastering your “voice” in the social realm can differentiate one business from another even more today than ever before.
Case in point. People love to go to social media the second there is even the least little thing wrong with their experience somewhere. If the pattern on a team member’s shirt is just a bit off, the customer is out there using all capital letter to exclaim how they’ve been permanently and irreversibly harmed and how nobody should every patronize that business again.
I try to “shop small” whenever I can - preferring smaller, locally-owned businesses to the large chain stores. But large chain stores seem to have the advantage of longer hours, and sometimes seem to have the additional advantage of actually sticking to those hours.
In recent social media chatter there were a number of local businesses that were being berated for being closed during the hours they purported to be open - at least according to the signs in their windows. Being a small town, the owners of those businesses chimed in after complaints were lodged with reasons they had been closed which ranged from being tired to having a medical emergency.