Mar 08, 2014

What Everyone Needs to Know About Social Marketing It is simple. It is not confusing. And I know you have the skill. Why am I so certain? Because our cultivating has always been part of your human DNA. Think of how our ancestors cultivated land, it is just the same. There is nothing new. There is NOTHING new to learn about creating and growing relationships. Full stop. Yes, just as farmer now use machinery rather than scythes or combines as well as use social media tools.... as well as face to face or paper. But when I look at the definition of cultivate on my MacBook Pro it says prepare and use (land) for crops or gardening. break up (soil) in preparation for sowing or planting. raise or grow (plants), esp. on a large scale for commercial purposes. There are 3 main stages to cultivating relationships....PREPARATION. SOWING. GROWING. (Tweet this) So how do you translate this to your brand PREPARATION What is your passion? What do you sell? ...Not the product but the reason you made the product. Why do people need you to help them? Why don't competitors fulfill that need? What do you want to achieve? What are your goals? Think about the WHAT and WHY SOWING How can you express what you offer - in a simple way that connects both emotional heart and rational mind. How can you identify who needs what you offer? How are they communicating? When and where is that customer need expressing itself? Remember, the purchases cycle starts in the social age BEFORE the act of purchase. How can I reach those customers? How can I best express that I know, I understand and how I can add value? Think HOW and Why GROWING How can I add value? What is the social element of our business? What creates shareability? How can I educate, inform or entertain our connections? How can we recognise customer loyalty? What can we do extra that makes people want to sing our praises? Think NOT what the customer can do for you but what YOU can do FOR the customer (Tweet this) As a help, a little poem from our little mate Bob to remind you.....
Warning: 5 Business Myths Which Wreck Your Success 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...

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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