It’s a given, if you are in business…you want people to support your business so that you prosper!

However, often times business owners overlook the importance of ‘reciprocity’ when it comes to them supporting others who seek their business as well.

Have you ever got a case of instant annoyance when you see a salesperson coming in your door trying to pitch you his company’s services?

We have all been here before. Or how about that vendor who just keeps calling you wanting to upsell you on his latest products?

Don’t they understand you are BUSY…trying to run a business here you know!

Oh, but this can be a very costly perception on your part. Why? Well that same consultant, salesperson, brand rep, etc. most likely lives in your community or knows others who are in your community and they are very likely to share their experience of rejection from you to many others! It happens all the time.

After all…they are also customers & they tell many starting with family and friends about their experience with your business…good & bad:)

The next time a salesperson or vendor or such call upon you, treat them with the same respect and consideration as you want your customers to treat your business.  It can be a huge competitive advantage for your business.

“Do unto others as you would want them to do unto you” certainly applies to the business world as well.

Mind boggling! The entire business landscape is going through a metamorphous of sorts…nothing is business as usual anymore! Really, nothing is!

I see business sector after sector old standby models falling apart everywhere. New approaches are being developed; existing business systems are being redefined and challenged while others are completely collapsing.

It’s as though someone took a giant stick and hit the business piñata and bam!!! We have an explosion of winners, losers, new kids on the block staking claim, giants falling, bewildered and confused executives and shareholders, fraud, fear, excitement, status quo and just as Elvis Presley said “A Whole Lotta Shaking Going On!”

The way I see it is we are in the midst of what I call ‘The Great Business Digital Divide.’ On one side of this gap we have two groups; the various companies, businesses, entrepreneurs, etc. who are not even aware of what is going on and/or they don’t realize we are in a brand new business era that looks and feels nothing like the past 100 years or so. Then there is those who know and sense things have changed but have no clue as to what they should be doing, what kind of people they need on their team and were to go to get the help they may need to successfully go through this transition.

On the other side of this gap are two more groups as well. One of these are those who have understood they needed to make some radical changes in the way they run their business because it is certain what they have relied on for years is no longer working. They have begun to institute some things that to an untrained eye give them the appearance they are plugged in and are 21st century business mavericks. Very much what Seth Godin described in his book Meatball Sundae.

The second group is those who have not only embraced the digital business revolution going on but they have had a hand in its birth and development. I’m not talking about techies here. I am referring to digital savvy, fresh thinking creative’s who have been on this journey for quite sometime…some longer than others. These are the ones who understand things like mission statements and status quo are DEAD and for those who hang on to this mentality, they are most likely on their last leg. This goes for the giants in business to the local auto repair shop. This is the group who are excelling and getting positioned for market share that will move them into dominance in their niche.

So what’s a business to do if they are not in the latter group?

I for one believe their doing should only happen after they have done the work of defining their unique and tactical strategy. Let me make myself perfectly clear here, this is not a one time activity I’m talking about, no; it must be an ongoing part of your marketing and business development!

One of the most frustrating things I see going on with many I come across in business today is they are in such a hurry to get out there they don’t invest the time, effort and money to develop killer strategy to ensure their success. The truth is, without well defined strategies in today’s new marketplace you are either going to fall into the category of a ‘me-too’er, a ‘clueless’ or a ‘that’s how it’s always been done in this business’ type. All of which will not cut it anymore.

Why? Mainly because the consumer is in charge not you…and today’s world is driven by technology. These have never really been factors of consideration most existing business models were designed around. Add to that, there is such competitor saturation in the marketplace many businesses are finding it very hard to stand out and get attention.

Clearly…if you want to be successful in this new marketplace one essential asset you must posses is you highly value and prioritize strategic thinking and planning when it comes to your business.

The dictionary defines strat⋅e⋅gy  as;
a plan, method, or series of maneuvers or stratagems for obtaining a specific goal or result: a strategy for getting ahead in the world.

Creating your strategy involves creative thinking, LOTS of research and feedback, planning, execution, experience, etc. to name a few. Marketing research is one of the fastest growing sectors in business today. Recently Inside Research recognized comScore as a leading market research industry publication and as the fastest-growing major global market research firm over the past five years. Why is that? Because understanding your target market and planning your strategic approach of action are more valuable and important than ever! Business is changing and evolving very, very fast and you do not have the luxury to lean on much trial and error or not being in the know. Knowledge is a key factor in creating strategy but so is creativity.

Maybe now is a good time to take a fresh look at who you have on your team? Any creative’s around? Any strategic thinking detailed people in your corner? Are you plugged in to research and feedback for your target market?

The New Business Era Currency…Got Strategy? If you don’t, I suggest you get busy to find those who can help you get it!

Their touch point, frame of reference, what gets their interest…is the ‘human experience’. Period.

Today’s American consumers (whose ever changing life stages must be taken into consideration) start their relationship with your business by examining and experiencing your intent and motivation. Consumers interact with brands like they do with other humans.  Since they highly value authenticity and transparency in relationships, all the more this is true regarding brand communication.

This is why your story…your purpose, your heart should be at the core of your branding. Your brand needs to be able to ‘touch’ the human heart in order to even get consideration in the first place. That is why sales pitches, hype, fast talking and slick in-your-face intrusive advertising does NOT work any longer.

Show me your interesting story (your human touch point) and you can call it a branding or anything else you like.

Character shows up in those little things most take for granted like keeping your word especially when it’s inconvenient, taking personal responsibility even if it cost you, returning phone calls, looking out for others well being before your own.

Basically, the way I see it is business success in this new economy will depend largely on your intentions, your motives. That is the way it used to be and that is how it should be in my books.

Everyone gets it you are in business to make a profit but what are your intentions and motives towards your customer, your employees, your vendors, your competitors, your community, your country?

That is the question and observation on the minds of today’s new consumer. Gone are the days of “Sell, Sell, Sell!!” Consumers have so much choice when it comes to deciding who they will spend their money with. You can’t rest on ‘old model’ business thinking and processes any longer if you want to ensure they choose you to spend their hard earned money with.

The intent and motive of your heart (your business, corporation, whatever started in the heart of someone) is going to be a deciding factor on what side of the “Great Business Divide’ occurring now.

What I am talking about here as to having a ‘Good Heart’ should be the basics for anyone in business. If it’s not…the new consumer emerging today will demand it and if you don’t genuinely deliver, you will have a hard time with business success in the 21st century.

He indicated a busy businessman would pay $20 month to have their Facebook, Twitter, Plaxo or Bebo account updated, messages replied and so on and this would be way cheaper than hiring a new employee in-house or contracting independent U.S workers.

Sounds reasonable right? Well I guess it is if you want a surefire way to go out of business quickly in this new day and age. Look…haven’t we had enough experience with what a bad idea this greed driven approach is yet?

The notion you can use ‘canned’ conversations, get rich quick schemes, famous quotes, and other non relevant chatter to build real relationships with customers in the ‘socialsphere’ is just plain gimmick and lazy approach thinking to try and capture consumers. People are way too smart for this!

Today’s consumer not only can read right through this type of hype and pitch…they will absolutely loathe you for it.

Am I saying having a 3^rd party service your social media marketing is a bad thing? Absolutely not! In fact, it can be a brilliant action on your part and certainly position your business probably faster and more effectively than you can on your own.

What I am saying here is don’t think you can be lazy or half stepping this stuff.  The work necessary to provide targeted and relevant content that is sincere and meaningful on behalf of your business rather than a bunch of noise, will and should rest on your shoulders. That means you have to be willing as well as sincerely committed to doing the work it takes to successfully engage with your customers and potential clients in the online social scene. It should be placed as a priority right up there with the other things you are doing to grow your business.

In my experience working with clients it saddens me to see many are not willing nor do they see the importance of truly committing to adding Social Marketing into their everyday marketing mix and strategies. And don’t think that I’m finding this with just small business. The folks over at Social Times posted an article on this very thing… 50% of Companies Entering Social Media Have Plan. Their take on a couple of recent reports on this topic revealed even large corporations are not investing their time, money and efforts to create meaningful strategies and plans in order to ensure their company is emotionally connecting with their target markets. Many think you can rest on your brand, just ‘show up’ or put on a charade to appear you are in the trenches with 21st century marketing and they are in with the customer.

Not true! Today’s new business era will no longer support or tolerate status quo mindsets and approaches. Just like having an offline relationship takes lots of personal investment, so it is with online. No free rides for marketers. No free rides for business. People do not care about your brand like you think they do. This is the age of the great awaking for anyone in business. Integrity, intent, motives and transparency are the tell-tell signs of what a business really wants from and with a customer.

What about you? Does your business have a plan, well defined strategies for incorporating Social Media into your marketing and business processes? If not, would you if you knew how to get started? Let me hear from you what you feel you need in order to transport your business into the 21^st century way of doing business.

Oh, also bookmark Jay’s website while your at it. He has a great forward thinking mind!

Also, while you are at it…check out the Facebook Era website where Clara Shih has wrote a new book explaining the psychological shift going on in minds and hearts of consumers!

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This is a great example of how creating and leading with relevant stories built around the lifestyles of your target market can be a hit like the campaign Toyota did with this targeting young, hip families.

They created an entire  “Swagger Wagon” destination to promote the Toyota Sienna. Notice they led with the lifestyle story not pushing boring specs on vehicle MPG’s, safety features, etc. No! They led with what today’s hip, young family does on a daily basis and how the Sienna is apart of the things that go on in their lifestyle.

Was it successful? You bet it is. They have had over a million views on their YouTube page alone and thousands of positive comments. It’s being shared around the globe in social networks and blogs (like myself) and other digital media sources.

NOW THAT IS 21^ST CENTURY MARKETING AND SELLING!

Website: http://toyotaswaggerwagon.com

YouTube Page: http://www.youtube.com/sienna

You may not be Toyota but you too can sell by leading with stories rather than the product or service you sell.

Now you tell me how anyone in business who is fairly intelligent can ignore this or not see the significance of what is going on here? Honestly, it does not take a PhD to see this in not just a trend! No this is the END of business as usual forever. This is a new age, a new business era, and huge shift in our culture.

This is so significant that anyone in business whether it be the local cleaners to the hair stylist…would be foolish not to embrace what is going on and partner up with professionals who can help them bring their business practices into the 21^st century way of doing business.

If you need referrals to fine folks who do this contact me. I will be glad to refer you.

Facebook Company Timeline

2010

• February

Facebook reaches over 400 million active users

2009

• December

Facebook reaches over 350 million active users

• September

Facebook reaches over 300 million active users

• August

Facebook acquires FriendFeed

• July

Facebook reaches over 250 million active users

• June

Facebook launches Facebook Usernames

• May

Digital Sky Technologies makes a $200 million investment for preferred stock at a $10 billion valuation

• April

Facebook reaches over 200 million active users

• February

Facebook reaches over 175 million active users
Facebook joins OpenID board
“Like” feature added

• January

Facebook reaches over 150 million active users
CNN Live/Facebook integration

2008

• December

Facebook Connect becomes generally available

• August

Facebook reaches over 100 million active users

• April

Facebook launches Facebook Chat
Facebook releases Translation application to 21 additional languages

• March

Facebook updates privacy controls to include Friend List privacy
Facebook launches in German

• February

Facebook launches in Spanish and French

• January

Facebook co-sponsors Presidential Debates with ABC News

2007

• November

Facebook launches Facebook Ads

• October

Facebook reaches over 50 million active users
Facebook launches Facebook Platform for Mobile
Facebook and Microsoft expand advertising deal to cover international markets; Microsoft takes a $240 million equity stake in Facebook

• July

Facebook acquires startup Parakey

• May

Facebook launches Marketplace application for classified listings
Facebook hosts F8 event to launch Facebook Platform
Facebook Platform launches with 65 developer partners and over 85 applications

• April

Facebook reaches 20 million active users
Facebook updates site design and adds network portals

• March

Facebook reaches over 2 million active Canadian users and 1 million active UK users

• February

Virtual gift shop launches as a feature

2006

• December

Facebook reaches more than 12 million active users

• November

Share feature added on Facebook, simultaneously launched on over 20 partner sites

• September

News Feed and Mini-Feed are introduced with additional privacy controls
Facebook expands registration so anyone can join

• August

Facebook development platform launches
Notes application is introduced
Facebook and Microsoft form strategic relationship for banner ad syndication

• May

Facebook expands to add work networks

• April

Facebook raises $27.5 million from Greylock Partners, Meritech Capital Partners and others
Facebook Mobile feature launches

2005

• December

Facebook reaches more than 5.5 million active users

• October

Photos is added as an application
Facebook begins to add international school networks

• September

Facebook expands to add high school networks

• August

The company officially changes its name to Facebook from thefacebook.com

• May

Facebook raises $12.7 million in venture capital from Accel Partners;
Facebook grows to support more than 800 college networks

2004

• December

Facebook reaches nearly 1 million active users

• September

Groups application is added; the Wall is added as a Profile feature

• June

Facebook moves its base of operations to Palo Alto, Calif.

• March

Facebook expands from Harvard to Stanford, Columbia and Yale

• February

Mark Zuckerberg and co-founders Dustin Moskovitz, Chris Hughes and Eduardo Saverin launch Facebook from their Harvard dorm room

Source http://www.facebook.com/press/info.php?timeline

With so many things available through technology to market and reach your customer directly today…why don’t more business owners take on more of their own marketing efforts?

You would have to have been on another planet this past decade not to know we have entered into a new business era. This is so a direct-to-consumer market now. People want customization and personalization and a one-to-one experience.  The middle man and gatekeepers are dying off by the droves in every industry segment!

One thing I’ve discovered and relate to as a consumer over the past few years is people want more than a transaction! They want a meaningful connection.

That’s one reason the middle guy can’t deliver anymore. People want real. Who better can deliver ‘real’ connections than you…owner of the business?

The way I see it, you have a really huge edge over those who just hand off all their marketing to some agency or organization that probably cares more about you paying your invoice to them than if your customers really have a lasting emotional connection with you and your business. That edge you have is YOU know your products and services best and you know your customers and can interact with them on a personal level regularly. What gets me though is I see lots of business owners not take advantage of this huge opportunity either because of fear of the new digital frontier (although they don’t readily admit it) or because of what I call ‘Status Quo Mindset”.  You know…it’s the “that’s the way we’ve always done it” or “I don’t care about all that Internet stuff it’s not hurtin my business”. RIGHT!

Well, I’m convinced business has changed forever…not all are going to be successful in this new business era because there will be many who will not change. We hate change for some reason when that is what life is full of. But that is another story

Point is, if you are recognizing you gotta do something different to not only compete but transform your business…technology and Social Media has made it sooooooo possible for businesses to be more hands on with their marketing if used properly. Blogging, Social Networks, Twitter (your 24/7 broadcasting network), Share bookmarks, and more all provide you with direct customer interaction and get this… Most of the tools are Free!

Yep, it’s true. Many marketers don’t want you to realize this but Do-It-Yourself Marketing can work well to move your business in front of others because you are the one in the center of building relationships with your customer. And, you can do an excellent job to market your business YOURSELF.

Am I saying you just get online and jump in and see where you end up? No. Am I saying you should not seek out professionals in marketing to help your business? No again. Why that is what I do for a living!!J

What I am saying is YOU should learn about the DIY options available to help your business and enlighten yourself on the importance of the new landscape in marketing and relating to your customers in this digital economy.

I’m also saying you should seek out marketing professionals who want to empower YOU by teaching you how to do this yourself rather than them selling you a bunch of hype and programs to hold you hostage so you feel you have to have them to help you do this successfully.

Look friend, all I’m trying to relay is this is a brand new business era we are in. Don’t let technology or anything else keep you away from taking the reins of your business and guiding it into 21^st century marketplace. You have a lot to lose if you don’t DIY.

Ahh the mature woman! Something all of us girls grow up to be…well hopefully. As I have embarked on this leg of my personal journey I have noticed more than ever the lack of significance placed on my role, generation and participation in the marketplace.

Is it marketers have counted me out? Do they think I am over the ‘hill’ and no longer am a substanable source of revenue for their bottomline?

It could just be our fascination and even obsession with “being young” but whatever it is…marketers that ignore this market segment are pretty stupid in my books.

November 2009 a white paper titled “The Rise of the Real Mom” was published by Advertising Age written by Marissa Miley and Ann Mack. It’s a refreshing look at just who today’s mom really is and what she really wants. A clear indicator of how out of touch companies are with women in general not to mention mature women!

In one of my favorite blogs covering marketing to women (Wonder Branding published by Michele Miller) she bares witness of how mature women are being undeserved in the marketplace and of all areas…in fashion!

In her article Forgotten Online: Older Women it was stated…

“When asked why the fashion industry continues to focus on ages 18-34, David Grant of ShopFlick (and formerly of Fox TV) responded:

It felt right because it’s what I’ve been doing all my career.”

Mr. Grant is 53.

Not to take the fashion crowd too much to task for virtually ignoring women 35 and older (especially ages 55-64, the fastest growing segment), but too often it seems that the industry can’t see the forest for the trees. The Internet, combined with societal shifts and a changing economy, will be a major force in the “great shake-out” of companies that do what they’ve always done, vs. businesses flexible enough to invent (and re-invent) themselves in ways that cater to the majority market [...]

I love what she said about the ‘great shake-out” of companies! Too bad many of these companies are not listening and not willing to transform. I for one have seen this coming for awhile now and believe we will see some major trouble in the retail sector very soon.

Mature women have been major contributors to the prosperity of business in our country. Yet, I have been seeing a sort of ‘hater’ attitude towards the mature generations going on out there on blogs and media sources and certainly by the fact companies are not focusing much of their marketing on the mature client thee days.

This really disturbs me because despite our generation’s downfalls…we have made and continue to make significant contributions to our world. We certainly made significant contributions in the pockets of the marketplace! Why now are marketers and companies undeserving us? Especially women.

I recently read a post titled ‘Welcome to the frustration decade’ on one of my favorite blogs by one of my favorite forward thinking leaders in 21st century business, Seth Godin. In this particular post he lists two of the most important trends he sees for this next decade one of which is is titled ‘Frustration’.

He states…baby boomers are getting old. Dreams are fading, and so is health. Boomers love to whine and we love to imagine that we’ll live forever and accomplish everything. This is the decade that reality kicks in. And, to top it off, savings are thin and resource availability isn’t what it used to be. A lot of people ate their emergency rations during the last decade. Look for this frustration to be acted out in public, and often[...]

While I agree and even marvel at many of Seth’s observations, I have to say this comment somewhat rubbed me wrong because it joins ranks with those persuasions that have sort of thrown us baby boomers out with the bath water.

The point I am trying to make here is that women have radically changed!  She is smarter than ever, more financially stable than ever, more savvy than ever, more connected than ever and certainly a market segment to be respected and served. Businesses that don’t welcome and embrace the mature woman consumer do not deserve our business. She is not your grandma of old. Surely there are plenty of new businesses out there looking for a profitable niche to serve? Well…come and get it!