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Marketing Made Simple TV: What Are We All About?

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The show’s icon @ MarketingMadeSimple.tv

Since May 17, 2012, viewers have tuned into Marketing Made Simple TV on Thursdays at noon EDT/NY to view guests being interviewed by host, Jeff Ogden. The interviews have been of professionals primarily in the business of social media marketing.

There exists a great deal of information about the show itself. But until now, it has only been in writing on the Marketing Made Simple TV weblog. In other words, there was no video addressing the question, ‘Marketing Made Simple TV: What Are We All About’?

So Jeff decided is was time to answer that question on video. To add a bit of spice to the mix, which we always like to do any way, it was decided that we would do a Q&A format show rather than a solo appearance by Jeff.

Therefore today, as a special treat and surprise, we have a slight shift or twist on the way we do the show. We’ve  given it an extra pinch of zest. Jeff Ogden, the host of the show, has changed seats and become the guest himself.

Producer of the show, Alison Gilbert (that’s me), a veteran interviewer as well as a media maven, jumped at the chance to be the guest host and interview Jeff in the guest’s seat. Alison is the marketing ‘maven in the hat’ who introduces and closes the show each week.

Without further adieu, here is the video of our Q&A session on what Marketing Made Simple TV is all about. On Saturday,  a more in-depth post will appear describing the experience of being the guest host and producer of a show using the latest technology, ‘Television on the Internet’.

Marketing Made Simple with Alison Gilbert from Jeffrey Ogden on Vimeo.

Social Media is HARD

The dictionary defines “perception” as “understanding”.  And the prevailing perception is that social media management and marketing is easy.  That people will find your Facebook page, your Twitter account, or your Google Plus page and they will just automatically connect with it.  That they will “like” you without any action on your part.

THIS JUST ISN’T TRUE

My favorite analogy is the opening of a new store.  When you open a retail location, people will not just automatically know you are there.  You need to tell them.  You need your friends to help spread the word.  You need to give people a reason to visit your store, whether it be a “grand opening special” or a product that they can’t live without, they need a reason to visit.

I was working with someone who wants to make social marketing their livelihood.  They have a Facebook page, and were complaining about how their audience wasn’t growing.  They haven’t run any ads.  They don’t even share that much on their page.  But, most importantly, they never asked any of their friends to help by “liking” their page.

They forgot the most basic idea behind social marketing — that it is no different than “word of mouth marketing”.  The platform doesn’t matter.  If your friends won’t or can’t sing your praises, why should anyone else.  And what reason will anyone else have to like your page if all you do is change your cover image?  If the only thing you’ve shared is…nothing.  And you’ve done it with no regularity.

In order to grow our audience, we need to give them a reason to join in our conversations.  We need to provide them with a reason to visit, and a reason to share our thoughts, ideas, and services.

The perception is that social marketing is easy.  It isn’t.  It takes time to cultivate relationships.  It takes effort to curate good content.  It takes momentum to build your audience.  And, it takes thought to become a thought leader.

Want to build your Facebook, Twitter, or Google Plus audience?  Follow these simple steps:

1.  Share good content.

2.  Be human

3.  Share often

4.  Help others

5.  Follow the Golden Rule

6.  Ask for help.

Basically, if you want to build  your following.  Be a good person, and the rest will fall into place.

Author:

Craig E. Yaris is the owner of EsquireTech Solutions, which helps small business get found on the social web, whether through Facebook, Twitter, or LinkedIn, he can both teach you the effective use of any social network or act as your social media manager, enabling you to reach your clients where they are and when they want to hear from you.  He can teach your organization the social media best practices that can help you use the tools of today to cost-effectively increase your bottom line.  EsquireTech Solutions brings the social web to your business.  Visit EsquireTech Solutions or call 516-495-9107.

Resources:

Definition courtesy of dictionary.com

Image courtesy of Get Social With Amy

What Digital & Social Media Marketers Can Learn from Business Consultants [Opinion]

In the last five years I have heard some wild claims about who makes the best marketer – those claims have ranged from PR professionals, who ‘should be the only people to do it’, to Social Media, to ‘it takes a Sales Professional to provide the best internet marketing.’

I’d like you to think of Digital Assets in the form of a building:

  • The windows are Social Media – transparency of course
  • The walls are the advertising efforts – the place to display and show
  • The doors are the PR – as media attention helps get people to walk through the door
  • The shelves, displays and racks are the event planners – presentation and onsite execution
  • The Roof is the website – it covers everything else

However, the missing element is the foundation or the business itself. The digital and social media industry has gotten a lot of bad heat on not being effective and I would argue that has happened because the keystone has been missing, the Business Consultant.

I warn almost everyone that I interact with to look for the red flags when meeting a PR, Web, SEO, Social Media, Event Professional, etc. The best way to know if that have any clue what they are talking about will come with the first interaction. Do they start talking to you about their business and products, or do they ask you about yours?

The world is filled with overnight talent and businesses that offer these services and I say talent because most are very good at their niche, unfortunately it seems to end there. Think of it like a great marksman sent off to war to be a sniper without any military training. The ability to hit a target does not translate to being an effect solider, especially in terms of the bigger picture.

The transformed business consultants that are working as project managers and on the rare occasion can provide Web Development, SEO, Social Media and more are carrying with them the greatest lesson the marketing industry can learn, success goes beyond the view, comment and call!

Traditional marketing and advertising was all about visibility and the connection point, the advertising was a success when the consumer connected with your name, product or service.( i.e. someone visited the website, opened the email, opened the text message or called your phone, that is marketing success in the traditional context). The ability to convert that experience into a sale was the business owners problem. This is the reason businesses fail continuously and why corporate leadership is completely in the dark with the digital environment.

How Can We do Better or Demand Better?

Take the Business Consultant approach, inquire about the business model, the products or services, why the target market is the target market. Take the campaign backwards, go from the conversion or sale to the campaigns and tools to reach consumers. Build the model on the business and remember the best in any industry become the best from exploring. Sometimes it’s easier to create new then fix broken.

Why “NO” is so important to the Profession of Digital & Social Media Marketing [Opinion]

The overnight rush of Web developers lead to overnight SEO providers and then the flood of Social Media Marketers. Which in turn lead to every PR, advertising and marketing agency claiming to offer services they knew nothing about to save their revenue streams. The industry changed so fast that quantity quickly overtook quality.

“NO” is crucial to not just the digital and social industry but the recovery of our economy! I was sitting in a session at BlogWorld, it was about monetization, each of the three presenters had the same story the “advertisers found us” and “I spent nothing on advertising”.

I had to go to the mic, this is such a common carless comment that I had an ethical obligation to set straight.

The question: “You said that advertisers found you and that you spent nothing on advertising, but I want you to think of what the cost was… you might not have purchased advertising but clearly you spent time and money to build your…”

All three faces quickly had a look that you couldn’t quite place, perhaps it was horror? Then Lou Mongello of Walt Disney World Radio jumped to answer, “Oh it was so expensive, it cost me time, I had to sell my house and I spent money on all sorts of things”.

Lou Mongello then went on to explain that part of his success came from having his families support and the understanding of sacrifice to accomplish the long term goal.

Don’t Go In Unprepared

Here is the crucial point of this article, because so many enter into digital and social media services unprepared with misrepresentation of their own business model, they are ill equipped to help their clients with the same problem. In the need to create profits they become like AOL, they leap into every adventure without any thought of their clients business model or worse their own long term business model.

Learning to say “NO” allows you to take on clients that will be successful with your talent or service, it garnishes long term revenue for your business and a reputation for growth. It’s not easy being picky in the beginning, or when times are tough, but it is successful! Even more importantly, it keeps others from wasting their life savings on an idea or business that they are underfunded, underequipped or worse ignorant about from losing their time and money. It also prevents the overwhelming false, false from becoming the digital and social media industry. The Social Media Marketer did not intentionally fail you, the web developer did not build a crappy website or fail to generate valuable SEO, the business was flawed and directed to fail from the beginning and the digital and social industry should not take the blame for that.

Pick your clients carefully, for the benefit of them, yourself and our industry.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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How Agencies Can Prepare Clients For Success

A marketing agency is typically hired on to help companies achieve their marketing goals and objectives.  What happens when a company has not set any goals and objectives?  How does an agency handle this type of situation?  We have all heard from clients the famous line “We really don’t have a marketing budget”.  How can an agency prepare their clients for success? The first step is discussing the allocation of funds for marketing and setting achievable marketing goals.  Without this step, the client will be setting themselves up for future failure.   The key is to be prepared with the budget, goals, and proper direction.  Clients must have a vision of their brand and where they see the company going in three to five years.

Here are some tips to help agencies make sure their clients are prepared for success:

First things first…make sure they know their brand and value proposition!!!

  • Developing New Logos and Rebranding a company can be a very challenging task without the right information up front. What vision does the client have in their mind as far as the look and feel of their logo? Logo colors and style need to be communicated to the agency so they can deliver what the client wants on the first try.  Communication is the key here.
  • New Collateral– When developing a new brochure or sell sheet for a client, it’s important that the client has all the materials that you will need up front in order to design the piece. Make sure you have the high res version of their logo, high res stock or professional photos, and insight into their writing style.  I can’t tell you how many times we started on a project with little direction from the client and we had to change things over and over due to the client not being prepared up front.  Be specific and ask the right questions. Don’t be shy!
  • New Website – Developing a new website for a client is another challenge and can be a daunting task if you don’t understand the client’s vision.  What is it about the existing website that they don’t like?  Do they want to add features like blogs, chatting, streaming video, etc. to the website?  Ask these questions up front and also find out the budget for the new website.  You would be surprised how many agencies work in the dark with little communication with the client.

Be specific… Do make sure you put in writing the due dates and all the items you need in advance in order to start on the project.  Marketing is not an easy task and can be subject to many people’s opinions.  Always determine up front who will be approving your work and send all marketing materials to one main contact.  You don’t want too many people involved with making changes to marketing materials as it can turn into a circus. The goal is to keep communication strong and build stronger agency client relationships. Keep your clients prepared and you will see a more successful relationship form between agency and client!

Author: 

Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558

Sources:

Imagewww.natebianco.com

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