Aug 29, 2011

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5 Essential Business Questions for Modern Marketers This week I was interviewing Patrick Schwerdtfeger, author of “Marketing Shortcuts for the Self-Employed” and a regular speaker about modern entrepreneurship and the social media revolution at conferences and conventions around the world. Great guy...and the podcast will be coming up next week. Prior to the interview as a prelude rally I asked Patrick what his five questions for businesses would be to get their message out effectively because as he states "today, marketing is less about selling and more about educating" What do you do that’s remarkable? Begin by identifying the things people are amazed by, the things you get asked questions about, the things that capture their attention. What’s the “human story” behind that value? Take what you do that’s remarkable and explain how it changes people’s lives. Describe the emotional impact of your product or service. How can you tell that human story in a visual way? There are different types of content: text, audio, photos and video. Which is most viral? You guessed it: photos and video! How can you get your customers to tell that human story? Content can come from two places: you or your customers. Which is most viral? Right again: content from your customers! How can you incentivize your customers to tell more stories? Incentives, incentives and more incentives. If you give people a reason to be creative, you’ll be amazed at what you get back. There are dozens of examples of companies that have held contests to inspire their customers to create dynamic content promoting their business. Take the Australian Tourism Board and their 2009 “Best Job in the World” campaign. By offering a lavish compensation package and requiring a 1-minute video to apply, they ended up with almost 35,000 videos that other people created! Thanks to Patrick Schwerdtfeger for these 5 tips and watch out for me probing this more in The Engaging Brand interview next week. In the meantime check out “Marketing Shortcuts for the Self-Employed”.

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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