No “More” Marketing
We (consumers) are in an era that Jay Baer calls an “invitation avalanche.”
Think about it. Every where you turn you’re being invited to follow, friend, find, like, or share not only company’s information, but friends and family too. Even when your mom puts a message on Facebook, it dilutes all the other messages that are being shared. Messages that marketers are trying desperately to get you to engage with.
Marketers today not only have to compete with other businesses, but with everyone else that is sharing information. Not just on Facebook, but all social and email platforms. At lets face it, consumers go to great lengths to not encounter “marketing.”
How Do You Get Marketing Messages Seen?
Certainly not with “more.” Can’t we all agree that we don’t need to read more tweets, more Facebook updates, or more emails. What we (marketers) need is relevance. Or another way to say it is, helpfulness.
Case in point: Geek Squad. They have posted hundreds of “how to” videos on their Youtube Channel. These videos teach the exact things they charge customers for.
“Aren’t they giving away their business” you ask.
Robert Stephens, founder of Geek Squad, was speaking at a conference a while back when a member of the audience asked “Robert, you guys are in the fixing business, yet you’ve got all these videos that show people how to fix stuff without you. How does that make business sense?”
Robert responded with humor but dead on. He said “our best customers are the people that think they can fix it themselves.”
I couldn’t agree more. I’ve certainly paid for services like Geek Squad because I thought I could handle the project myself, but then quickly realized I was out of my depth of knowlege.
“Friend of Mine” Marketing
Your content should be so compelling that your audience allows your brand in their inner circle. Jay calls this “Friend of Mine” marketing. Meaning the content you’re producing is so relevant, that once your target audience needs help, they are not going to “Google a company”, they’re going to call you. After all, they’ve watched your instructional videos, read your blogs, and downloaded your whitepapers—all of which were helpful to them.
Remember though, it’s not a quick close. Being useful in social media and content marketing is all about the long game.
Inspiring the next generation of web developers
Mediacurrent would like to extend an outstanding offer to local University students looking to major in technology, graphic design, or a web-based industry.
On October 27th, 2012, the 4th Annual Drupalcamp Atlanta is taking place at the Cobb Galleria Centre. We would like to sponsor up to 10 college students interested in attending. This event draws over 400+ Open Source developers, designers, and key IT decision makers from around the Southeast.
Drupal is an open-source, community-driven, web-based content management system powering sites such as: Whitehouse.gov, Grammy.com, and Twitter.com. Students can learn about the most essential features and concepts of Drupal through hands-on activities. By the end of the day they will be familiar with Drupal terminology and be able to identify how many Drupal sites are constructed.
Everything learned at this event will help better position them to potential employers—possibly even help land a paid internship. Currently in the Atlanta area there are close to 100 Drupal jobs being advertised!
Any students interested should email adam[dot]waid[at]mediacurrent[dot]com for more information.
Building Your “Social Playlists” (Part 1)
I recently gave a presentation at the National Sales and Recruiting meeting at MATRIX. For years I’ve worked with this group on how to find potential clients on social media. Not just how to find them, but how to effectively engage with them. It’s not rocket science, but I would say it’s an “art form.” Strategically, yet relationally, building a trusted partnership with prospects using social media.
This year, my presentation centered around the theme of “getting organized.”
Let me tease out an analogy for you.
Most everyone reading this post has an iTunes (or some sort of MP3) library. We spend numerous hours and countless dollars downloading our favorite songs. Studies show that the average iTunes library is roughly 7,000 songs.
We don’t listen to each of those songs every day, rather we have specific times of the day where only a certain type of song will do. So, we build playlists.
We have our “gym mix,” our “driving with the windows down mix,” even our “My day deserves a glass of wine mix.”
We organize them so we can quickly find the type of song we’re looking for, the moment we need it.
Whether you’re in sales, leading a marketing department, or are a job seeker, you can apply these same principles to your social connections that you would to your iTunes library. Organizing them around your specific “target markets” so you can quickly find those connections when you need them.
Building Your Social Playlists.
How big is your social library? If you’re an avid social media participator, I’d bet between LinkedIn and Twitter your connections are well into the thousands.
How do you know if you’re connecting with the right audience, or if you’re just building a network full of (cough) “internet marketers”? You might have an impressive list of social connections but if they’re not in your target market, then you are simply wasting your time.
But Adam, how do I know if the connections I’m building are poised for not just good relationships, but are on their way to qualified leads for my business?
Ah, good question, and I’m going to pull a Ryan Seacrest, and say, “we’ll find out, after the break.”
In my next post, I’m going to show you, step-by-step, how you can organize your LinkedIn and Twitter connections. Putting them into “social playlists” that will enable you to, not only quickly find them, but also give you an indication if your connections truly will help bring in a ROI for your business. Or if you just have a large network full of “noise makers.”
“Don’t touch that dial.”
Well, I did it.
On Thursday I laced up my shoes, ate some peanut butter and banana toast, then headed down with some friends to Turner Field and ran the Thanksgiving Half Marathon.
Overall my experience was good. My time was right around 1:52, which I was pleased with.
Below are my observations, complaints, and praises of the entire day.
- Praise – The volunteers were amazing. A big Thank You to those who gave up their Thanksgiving morning to help the day go smoothly.
- Praise – Race Shirts – love them.
- Observation – The entire race felt like I was running up hill. I have nothing to compare it to since it was my first half, but I felt like I ran at an incline the entire time.
- Praise – For me, I desperately needed the “power jelly beans” on mile 8. My body was hitting a wall and that touch of sugar and sour taste helped take my mind off of the hills.
- Complaint- Marta – Since they didn’t accommodate the runners as well, it caused traffic to pile up on 75/85 like it was a holiday rush hour.
- Complaint – The after-race food. Though I knew I was about to stuff my face with turkey and dressing, I was hoping the after-race food would be more appealing. I guess I was expecting a party =)
Even with the complaints, I really enjoyed the day, run, and even the time sitting in traffic with my friends.
Also, I’ve very proud of @marvelissa who trained with her daughter and ran her first race ever.