There are many business myths that annoy me. Myths are often created by consultants who want to make business complicated, beware those kind of myths.
Here are some of the myths that I have come across whilst leading social marketing and social leadership
workshops during the last month
- "That is not us. We are service based, not product based." This is a false description. We are all product based. We are all service based. A customer judges you on both and in the service world your product is your knowledge and application.
- A customer purchases a product. They judge YOU both on the quality of the product and the customer service.
- A customer purchases a service. They judge YOU both on the quality of the knowledge and the way it is applied to their business.
- "We are B2B so social marketing does not apply to us". False. Firstly, ALL businesses are B-2-WE. All businesses are based on a value exchange between people. Secondly, social marketing is potentially even more important for B2B. People don't just surf the internet and chose a supplier based on Google. They use the web to source the people they want to contact, they use the web to assess who seems to understand what need they have, they use the web to assess your credentials. They are looking for reasons to invite you into tender for their business.
- "We love the concept of social marketing but we just don't have time" Every business person has the same amount of time in a day. How your time is invested is your choice. The question is why you wouldn't choose to invest a part of that time in social marketing? What are you doing that is so important that you are ignoring the web, a place where your customers inhabit every day?
- "Our industry is different" Gosh, I smile at this phrase and virtually every business believes this to be true. The truth is that all business is the same. You need to produce something that is different and valuable. You then need to connect with the people who need that value. Yes, of course there are complexities within your specific market but there difficulties in implementation are in all market areas. How about seeing the difference as an opportunity? If there are complexities then find a way around them, it can become a differentiation point for your customers.
- "I love the concepts but Head Office or my Boss won't allow me" As a Chartered Accountant and a Corporate Director for over 20 years, I have NEVER turned down a request which makes business sense. I have turned down projects that were not well thought through though! So, take the brand vision, explain why and how social marketing works, give the data and give targets to measure success. Bosses want to hit their targets; show how you can help them to achieve their goals. Head Office want to protect their brand and hit their targets; show how you can take the global brand values and express them locally to drive sales.
Business myths are often excuses. Business myths are not fact. Business myths are testing your resolve. Business myths are there to be broken.
Why not download Bob's Guide to Social Business and start dispelling those business myths today!