Just look at these recent numbers!

It doesn’t take a professor to see the immediate future is ripe for beginning to think about how you are going to connect with today’s incredibly connected mobile consumer.

Just looking at this snapshot of numbers you can see why you need to start adding mobile marketing to your strategy.

- 82% of all adults have a cell phone
- 58% of all adults send or receive text messages (7-in-10 of cell phone users)
- 27% of all adults have sent or read a text message while driving (1/3 of cell phone users)
- 14% of all adults bumped into something / someone while calling/texting (1-in-6 of cell phone users)

- Pew Research

Even though many businesses are jumping on the Twitter and Facebook bandwagon…they are finding they are on the outside of the bulk of conversations and not having the so-called instant success many of the Social Media gurus are promising. That is partly due to the fact businesses still think Social Media is just another form of advertising!! So how do they typically approach this? Well for the most part, they are still using the ‘old advertising model’ of shouting at people to get attention and conducting one way conversations about themselves, their brand, their great deal, and blah, blah, blah.

That is completely opposite of the way real live humans (consumers) converse and this certainly applies when it comes to social media. Conversations between people are two way. That is if you are really interested in connecting with people instead of just selling ‘at them’.

Marketers, businesses, and brands that are still pushing themselves on folks are being completely ignored and grouped with all the other annoying cyber noise class. Talking at your potential customer is OUT! It takes two way engagement to even get in the conversation game in the social media realm let alone influence someone to buy from you. Far too many believe they can just show up and Facebook friends will be eating out of your hands or Twitter broadcasts will ensure the masses come running. This is so far from the truth it’s sad.

Anyone selling you on the idea you can use cutesy or clever ads, quotes of the day, last minute deals or any other midway type of shenanigans to incite the masses to word of mouth you along like the greatest new ice cream flavor ever is just flat out lying to you.

People are talking! There is no doubt about that and this is what you want them to do about you. In my opinion, the social media platform is one of the greatest things that could ever have happened to businesses today if you understand what it really is, how to use it, and respect the people using it.

A perfect example of the incredible opportunities made available via social media is just this week Mashable.com reported on Facebook’s 500 million member milestone! That’s just amazing. One online application has managed to attack a cyber hangout of 500 million members and growing!!

Facebook 500 million

When it comes to Twitter, it’s also a powerhouse as well! Courtesy of Huffingtonpost stats as of the end of April this year check these few facts out…

• Twitter now has 105,779,710 registered users.
• New users are signing up at the rate of 300,000 per day.
• 180 million unique visitors come to the site every month.
• Of Twitter’s active users, 37 percent use their phone to tweet.
• More than 40% of all tweets start with @, which means they are directed at someone.
• 85% of Tweets are original and not re-tweets of other messages.

If you are in business, you MUST be in the social media space if you want to be taken serious and compete in this new business era. However…there is a right way to do it that can put you on the path to long term success. I’m telling you up front though, it’s not a quick BAM here I am kinda marketing thing. Expect it to take lots of smart work! And be clear here, Social Marketing Is Not For the Lazy, the Greedy, or the Arrogant. It not only takes smart and hard work to be successful in this sphere, but it also takes the RIGHT strategy, planning and execution. See more on this “Useless Social Media Plans” from my colleague Jay Deragon over at Relationship Economy.

Want Social Media Marketing to work for you?

Well you better get in tune with the right information flows that give it to you straight and truthful. Really take the time to identify who you want to have as customers and start talking to them. The best place a business can start the transformation they must embark upon in order for any of this to make sense or even work for them is to consider your motives and intentions for being in the social sphere in the first place. Yes, I get it…you are in business to sell, to make a profit. That is understood and expected by even your customer. But what worked in the past does not work now. This is really an age of connectedness like never before and people don’t want to be connected to fakes, wanna-be’s, get rich quick quakes, ‘get more eyeballs’ types, or the socially irresponsible and so on. They want and demand to be connected to the real deal. And when they read your mail (in the conversations you have socially) and see you are the real deal…they will gladly share you with their sphere of influence and on, and on. Powerful, but it can be unsettling if one of your business values is not integrity. Integrity is at the core of meaningful conversations and relationships online and off. Always had been…always will be.

Wow! What a sad situation our country is facing as we prepare to celebrate and enjoy the freedoms that have been purchased and ransomed for us today on the backs of many a fine American. I thought to myself, “Is this our story for 2010 and on?”

The article went on to say “even though we’ve gained about 600,000 private sector jobs back, we’ve got nearly 8 million jobs to go,” said Lakshman Achuthan, managing director of Economic Cycle Research Institute.

The article went on to point out; it would take the creation of 10.6 million jobs immediately for the same percentage of the population to be working as was the case three years ago. Many of the workers who have lost jobs were in industries that are not likely to recover their former strength. They are predicting that as many as half of the people who lost their jobs will have to find something else to do.

This is very disturbing news. Millions of folks who have lost their jobs are not going to be able to find jobs in their line of work so they better figure something else out, right?

Ok, well I ask myself… what can be done about this? Are we just going to throw up our hands and except this? How are we going to turn this mess around? Are we going to wait for the government or big business to “bail us out”…again? Whatever good that did!

I THINK NOT!!

While I don’t pretend to have all the answers I do know a thing or two about entrepreneurship, small business and this New Business Era we have been sucked into!

I know they are right when the Foreman says these” jobs are going boy and they ain’t coming back”.  Those dinosaur industries and companies are falling like flies and more are to come. Much more judging by the way they are not willing to enter in to this new digital age and 21^st century marketing!

I know the golden egg for economic recovery and stability in this country is in the rise and well being of entrepreneurs and small business.

I know there are incredible opportunities for ANYONE to be in business for themselves doing what they love doing like never before! The internet and social media has knocked the feet out from under the gatekeepers. You can go in there and get yours now!

I know if we (the average everyday American) would support and commit ourselves to conduct the majority of our business transactions with entrepreneurs and small businesses across this country we would not only start money flowing into our communities again but we would see lots of jobs being created.

I know the internet and social media can and will facilitate the needed handshake where we tell one another about small businesses in our circle and community that are providing great products, services and customer appreciation and we recommend them to our friends and family to support them.

I know entrepreneurs and small business can beat out the big boys hands down, every time, on quality, price, creativity and service to make us want to transact with you…so Do It.

I know we all (both those of us in business and those of us the customer) care deeply about this and want to do our part.

I know we can and will support buying Local!

I know we are still the GREATEST country in the world and we have not lost who we are because we are innovators, creative, hard workers, good hearted, resilient, and we love to help each other out when we are in a jam. And folks, we are in a JAM!

I know when we make supporting our entrepreneurs and small businesses a priority like we have for causes like ‘Green living’, ‘Recycling’, Relief for Haiti, Tsunamis and countless other good things we do without a second thought…we can get behind entrepreneurs and small businesses who are committed to earning our business and support them so we can get back on the path to financial stability in this country.

I know this Fourth of July, 2010 we can also commemorate the adoption of…

BUY AND SUPPORT AMERICAN ENTREPRENEURS AND SMALL BUSINESSES.

I know anyone can make it in this great country and they don’t have to be left at the mercy of companies who care more about their bottom-line and shareholder than they ever will for you!

I know you can say loudly to those companies that sent our jobs abroad to increase their profitability, who managed poorly, who didn’t give a heck about the customer, our communities or our country, who over built, over indulged, and just passed their wows on to the employees…
Take this job and shove it! I ain’t working here no more”!!!! I’m starting my own business!

I know I am going to do my part and practice what I preach. Will you join me?

HAPPY FOURTH of JULY EVERYBODY!

Independence Day

During the American Revolution, the legal separation of the American colonies from Great Britain occurred on July 2, 1776, when the Second Continental Congress voted to approve a resolution of independence that had been proposed in June by Richard Henry Lee of Virginia.^[4][5] After voting for independence, Congress turned its attention to the Declaration of Independence, a statement explaining this decision, which had been prepared by a Committee of Five, with Thomas Jefferson as its principal author. Congress debated and revised the Declaration, finally approving it on July 4. A day earlier, John Adams had written to his wife Abigail:

Adams’ prediction was off by two days. From the outset, Americans celebrated independence on July 4, the date shown on the much-publicized Declaration of Independence, rather than on July 2, the date the resolution of independence was approved in a closed session of Congress.

Wikipedia

This has stemmed mainly from the fact social media opportunities are powerful marketing options today.

My concern with this is someone in business may think these self proclaimed digital marketing experts preaching this point of view really know what they are talking about. Some do for sure…but I find that loads of them don’t.

To suggest a business does not need to have their own business website real estate clearly indicates to me this person has not been on the marketing scene very long and they certainly do not understand marketing in its entirety nor do they understand today consumers and what motivates them to emotionally connect with a business, online and off.

In my 20 years in marketing and sales and the past 13 years in digital media development…I have worked with businesses from all types of industry sectors both large and small and I know firsthand the real value of what I call business digital assets.

I also know firsthand that many business clients are a bit confused on this fast moving vehicle called digital marketing so they rely heavily on their “web people” or “digital marketers”.

Hey… I am both of these and I am proud of that. What I am not proud of though is I am sad to say I have seen too many clients taken advantage of because they don’t really know enough about this arena and what really is best for their business. It is for that reason I decide to address this topic and offer my perspective and experience on this so that I may bring to light what I believe are  advantageous reasons why if you are in business today…you must have a business website!

Reason # 1
Your business needs a ‘Homebase’ (your website) online. No other type of web presence you invest your time and money into can provide you the ability to “own” your customer base like your own website. Here is where you can really develop the trust needed to begin to build a huge email list or digital rolodex and other connections which you own. When using 3^rd party websites and platforms, you do not “own” your customer…they do! When I say “own” your customer, I mean that in the most respectable way of course, but you get the picture of what I am saying I’m sure. It’s simple…he who owns the customer wins!

Reason # 2
Your website or websites can be strategized and designed to fit your target audience to the tee. You have the creative freedom to really connect on a deeper level with your customer or potential customer on a deeper level than any other digital platform available can offer because the content, format, message, landing pages, emotional value, etc. can be specifically tailored to that audience therefore providing fertile ground to create a powerful emotional connection with your audience which in turn gives your business the credibility and relevance needed to build lasting relationships which are so vital in this new business era. Personalization and customization are very powerful tools today.

Reason # 3
A professional business website can give you instant credibility and leverage. By the way, when I say professional I don’t mean some template cookie cutter website. I mean a website that has been strategically and creatively designed to benefit both the customer and your business. But…that’s another topic for another time. Research has shown most people who are doing organic searches for a product or service or people who have heard of you in some manner…go to the internet search engines (Google) to look up your website! They don’t go to look for the social networking site your business is a member of, or email campaigns you have done, or online ads you invest in, etc. No…they usually go directly to your website first if it is listed. Yes, those other digital presence destinations you have may be important to them but it is not the initial point of credibility they identify with you at.

Reason # 4
A business website is a very valuable business asset. Just as your domains, digital media, graphic designs and images are. Yet after 13 years in this business, I still am surprised at how many clients not only don’t know if they own these assets which in most cases they paid lots of money for…they don’t even realize the value of these digital assets to their business overall.

Digital assets are like your cyber fingerprints so to speak because they most likely will follow the life of your business and are key identifiers for your digital front door to the world, your digital access,  protocols, and even branding.  Of course this will be ever evolving if your business is really invested in staying fresh on the digital side of business but none the less, these are very valuable assets. So much so, I know digital assets have even been key factors in the determining the net worth of a business.

So the next time you hear some so-called digital expert state your business does not need a website…I highly suggest you not be swayed by this ridiculous opinion but rather see the incredible value your business website can and should be as it adds to your bottom-line and overall marketing approach. For more on this topic see my article Why You Better Stop Treating Your Website Like a Redhead Step Child!

Show some love to your website!

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.

At this time, job losses from mass layoffs added up to 3.6 million, up 66 percent over the preceding 18 months.

Since many people who have not been able to find a job, we are seeing an unprecedented number of people choosing to go into business for themselves. Historically small business’ job creation will be key in our economic recovery.

The US Small Business Office of Advocacy states there are two kinds of small businesses: those without employees (or non-employer businesses), and those with paid employees (or employer businesses). In 2008 it was estimated there were 23.1 million non-employer and 6.1 million employer businesses in the US.

Small and Medium size business can very well bring a positive impact to our economy if we will all do our part and support them! When is the last time you hugged your local small business?

Let’s spend our money on their products and services so they can continue to help our country prosper again friends!

Here in part two, I will address The Arrogance Mentality Mindset. This mentality is not as easy to put your finger on at first glance. Rather, it has the ability to rear its ugly head in many disguised forms.

For instance, I had the unpleasant encounter with this mentality during a business cold call activity I was engaged in recently. I had emailed the business owner (whose business I frequent) because I felt for sure I could help him increase his website marketing results. I introduced myself and let him know I would like to take him for coffee and get to know him a bit better and talk to him about some possible ways I could help them increase their business revenue. After a few days I got no response which is not an uncommon thing since anything could have happened to the email from SPAM filters to him actually deleting it.

I strategically took note of their least busy time during the day and paid him a visit. When he came out, he had this unfriendly look on his face but I proceeded to introduce myself and refer to my email, etc., but before I could finish my sentence he abruptly told me he was not interested and had no time to talk to me then turn and walked away from me! Needless to say, he not only was rude to me, he also talked very loud so others around could hear us and he embarrassed me.

Now, if you have ever done a cold call of any sorts you know they are not very fun in the first place and they are not for the faint at heart. With that said though, I find there is no reason to be ugly to people trying to connect with you.

Do you think I am going to spend my money there again? You think I am not going to tell my circle of friends about my experience? You bet I will. I certainly see his business in a whole different light after that incident.

As I said previously this is only one example of how arrogance can show itself to your customers, vendors, potential strategic partners, service providers, etc. It does not matter how arrogance is displayed…it’s a deadly mindset for a business to practice in today’s marketplace.

Why?

Well for starters, your brand does not belong to you. You have to get this if you want to participate in the new business era we are in.

Your brand (that is not just a logo, it’s everything that identifies your business, you product, your service) is now subject like never before to the conversations. Conversations that are going on everyday about your business…by someone.

Those conversations are being conducted by the people that interact with you and your business at many levels. From the board room, to the guy ordering at your drive-thru. And with the FREE and easy tools social media has given us all…those conversations can reach further and faster than ever thought and it can pick up passengers along the way that can and will be persuaded by the conversations concerning your brand even though they may have not had any firsthand experience with your brand. Crazy huh?

This is so powerful it must not be ignored. So powerful that you’re misbehaving, your lack of integrity, your “I don’t care about you” attitude and behavior can have deadly consequences for your business.

The dictionary describes arrogance as…

ar⋅ro⋅gance
-noun
offensive display of superiority or self-importance; overbearing pride.

With all the competition in the marketplace both online and offline, the social empowered new consumer, and the demand for integrity and transparency in business today…surely it’s clear why The Arrogance Mentality is such a bad business practice and mindset to have.

You never know who it is you’re dealing with these days you know. It could be a nationally syndicated blogger in your shop, or she may be the president of the company you have wanted to sell your widget too, or the son of your son’s boss.

Comon people, if you’re in business its an unspoken rule you never treat people rudely or unfriendly. What happened to professionalism and courtesy? Heck we should not be treating people badly anyway…period. But for businesses to engage in this practice…it’s flat out unacceptable.

One last thing…If you have employees doing this…fire them! If the leadership practices this…fire them! If it’s you…get a complacency check or fire yourself. If you don’t, your customers will do it for you eventually.

Stay tuned for Business Suicide Mentality #3: The Opposition Mentality.

]]> http://www.strategicbusinessdesigner.com/2009/06/business-suicide-mindsets-to-avoid-in-2009-part-2/feed/ 9 http://www.strategicbusinessdesigner.com/2009/04/marketing-is-not-conversation/ http://www.strategicbusinessdesigner.com/2009/04/marketing-is-not-conversation/#comments Tue, 28 Apr 2009 16:38:17 +0000 Hazel http://www.strategicbusinessdesigner.com/?p=194 Lately I have been hearing all over the web ‘marketing is conversation‘ and you better be on board with social media or you are not marketing.

I say that’s hog wash (I get it! Like pigs wash!).

I am not going to be arrogant enough to say I have the total explanation of what marketing means or what it is because I believe it encompasses really everything you do in your business.

But I will say I know it is about a whole lot more than conversation. No doubt, conversation is one of the “tools’ or methods we can use…

Lately I have been hearing all over the web ‘marketing is conversation‘ and you better be on board with social media or you are not marketing.

I say that’s hog wash (I get it! Like pigs wash!).

I am not going to be arrogant enough to say I have the total explanation of what marketing means or what it is because I believe it encompasses really everything you do in your business.

But I will say I know it is about a whole lot more than conversation. No doubt, conversation is one of the “tools’ or methods we can use when marketing.

Marketing TODAY starts with the state of purpose or motive of the business leader(s), entrepreneur, or corporation. What I mean by that is to attract and keep customers today means having the right motives towards your customer and those involved with your business.  The soul of the business is the parent of the marketing strategies and activities. Whatever is under the covers of the soul of the business is where the true marketing emerges.

My point is, true marketing is not about you its about your beliefs, intentions and heart towards your customers and those who intersect with your business. Conversation is mostly noise if there is no passion and respect for those you service.

It’s really simple. “As a man thinks, so he is”…”as a business soul is, so is its marketing”.

]]>

The truth is we (people, your customer) are the web and we always have been! But technology has empowered us to connect with one another like never before…and this is just the beginning.

Here is a informative map on the convergence of technology and social connections i think you will find interesting.

Also, there was an eight-part 2008 survey of technology experts and social analysts intriguing predictions about the state of things in 2020. Experts were asked what devices we will use to access the Internet and how we will connect, if social tolerance will be improved thanks to new ways of connection, if our work and home lives will be better, and how much influence virtual reality and augmented reality will have.

Again, if you are in business you need to be looking ahead because things are changing very, very fast!

You can download this free report,  The Future of the Internet III for an even more informative discovery of where all this is going. Would love your feedback!