The hard truths

October 22, 2011

How do you get clients to tell you the tough truth?

One of the things I loved about playing chauffeur to my daughter when she was younger were the conversations we’d have in the car.  There’s something to be said about the implied “safety” of not looking the other person in the eyes when dealing with a difficult topic.

I think many couples will attest to how sometimes lying in bed in the dark can inspire one of them to raise an issue that for some reason felt more uncomfortable on the couch or over dinner.

The truth is… the truth is hard.  Even if you candy coat it, sometimes what you have to say is going to upset the other person.  And so you have to decide if you’re going to speak it anyway.

That’s not just true in our personal relationships.  It’s true in business as well. Our customers probably have some hard truths to tell us.  But unless they really love us — they’re not likely to muster up the courage to tell us to our face.

While that sounds great on the surface — after all who really wants to hear the bad stuff? But here’s the rub.

just like in our personal relationships — the longer something festers, the bigger a deal it becomes.  And sooner or later, it can poison a relationship.

So how do you create the “riding in the car” feel with a client?

Hire a confidante: Clients want you to know and they want to tell you.  But they don’t want to hurt your feelings and they don’t want to have an awkward conversation.  But, they will, especially if you ask them to, talk about you to someone else.

We do this sort of thing for clients all the time and never in my 25+ year career has it failed to result in some significant changes and insights.

Conduct an anonymous survey: If you allow them to vent without attaching their name to the document, they  may be more candid.  I think our clients want us to be successful and they want us to be the best

Brave it: Make a point of taking your best clients out to lunch/drinks/dinner a few times a year.  Point blank ask them — how could we be better?  You can ask it in a variety of ways — “if you could wave a magic wand and change something about us, what would you change?”

It’s our job to make it possible for our clients to tell us the hard truths.  It sure beats them telling us goodbye.

 

Photo courtesy of BigStock Photos

 

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But where do you find all the content?

October 17, 2011

 

Challenges related to a content marketing strategy

In August of this year, HiveFire surveyed marketing professionals to better understand the state of the B2B marketing landscape including what was really creating the biggest challenges, how they were choosing to market and what they saw on the horizon.  (get a copy of the survey results here)

One major theme surfaced from the results: content marketing (the creation and publication of original content, such as blog posts, photos, videos, website resource pages, case studies or white papers to enhance a brand’s visibility) is changing the way B2B marketers work. More and more marketing effort is being channeled towards content creation and curation.  But it’s not without its challenges.

Some of the more interesting findings of the survey are wrapped in the challenges of actually creating the content.  Few argue about the tactic’s value — it’s the how to get it done on a consistent basis that seems to be causing the most trouble.

Driving leads is the number one objective of B2B marketers but they are challenged with having the resources to accomplish this goal.
  78% of respondents cited driving sales/leads as the most important marketing objective for their organization.

But they have to do it without a lot of help: working with a limited budget (28%) and limited staff (23%) were the top two marketing challenges cited by respondents.

I think most businesses have more content than they know.  They just aren’t looking in the right places.  If you’re trying to implement a content marketing strategy — you can probably re-purpose content found in:

• Annual reports
• Sales proposals
• Marketing materials
• Sales presentations
• Orientation manuals (lots of good stuff about the company here)
• Sales fliers
• Instructional documents
• Emaiils to/from customers
• The FAQ section of your website
• Diagrams/charts of your product/service (think infographic!)
• Customer service manuals/instructions

And that’s just scratching the surface.  Remember — the content shouldn’t be all about you.  In fact, if it is — your audience will run kicking and screaming.  Broaden your scope by asking “what does my audience care about?” as opposed to “what can I tell them about us?”

By asking the right question — I suspect you just made finding content to share a whole lot easier.

Related articles

• Blog Posts Most Valuable B2B Marketing Content [Data] (hubspot.com)
• Content Marketing Needs More Than Content (customerthink.com)
• B2B Content Marketing: The Grande Guide from Eloqua (marketingtechblog.com)

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How to use Facebook ads

October 12, 2011

 

Facebook advertising best practices

For many businesses, advertising on the social network Facebook has proven to be a very successful model.  Facebook’s model is to be pretty rigid in terms of what you can and can’t do on your ad.  They’re all the same size and shape.  The format for all ads is exactly the same.  There are specific character counts for both the headline and the body copy.

So you have to work pretty hard to capture someone’s attention, considering all the sameness. The ads are inexpensive but that doesn’t mean it’s easy to do them well.  If you’re going to invest the money, be sure you consider these suggestions.

Start with the end in mind: Like any marketing, you should set your goals up front.  How will you define and measure success?  Know what niche you’re targeting and what you want them to do.

Decide – click or view: You can pay for Facebook ads in one of two ways.  You can either pay for impressions or for clicks.  If you’re just looking for awareness, impressions may make more sense.  If you want to drive people to another website or a specific product’s landing page, then clicks will work better.  (Do the math to double check your choice)

Already be there: Ideally, you would couple your Facebook advertising with a robust Facebook fan page.  You should also change the standard URL that Facebook assigns your page to a custom URL.  You can do this for free once you have 25 likes for the page.

Visuals: Facebook allows you one photo per ad.  The maximum size your photo can be is 110 pixels wide by 80 pixels tall.  You’re much better off to pre-size your photo yourself, rather than have Facebook do it for you.

You want to have a picture that pops off the screen and that’s tough at 110 pixels.  Be sure you choose a photo that is dramatic and isn’t too busy.  You’ll get bonus views if your image is unusual, very local (if that’s your target)  or even something shocking or impossible.

Hit the target: One of the biggest benefits offered by Facebook ads is the ability to hyper target your ads.  You can target by geography (down to a specific city), by gender, age, education, and even marital status.  Beyond that, you can also target your ads by keywords.  You can be so specific that, for example, the only people who see your ads are married women who live in Colorado Springs, are between 25 and 33 and love both black and white photography, horses and iPads.

What this means is there is very little waste.  You can pinpoint exactly who matters. You can also narrow the field too much. Be sure to think through those decisions carefully.

Less is more: You only have 135 characters for your body copy so choose every word with great care.  Don’t waste any words on giving them contact information (they’re going to click on the ad if they want to reach you) or details that aren’t critical to getting them to take that next step and click.  Like in all advertising – asking a question can be a very compelling way to get someone’s attention.

Testing 1-2-3: One of the best things about Facebook ads are all the analytics they provide at no charge.  You can track and test your ads over and over again until you’ve reached the pinnacle of effectiveness.  Run multiple ads in a campaign and see how they perform against one another.  Watch for ads that start to slow down.  Change something simple like the headline or image to see if the ad’s activity picks back up.

Facebook ads can be a potent tool in your marketing arsenal so make the most of them by following these suggestions.

If you’ve used FB ads — what was your best secret?

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What can the average Joe learn from Steve Jobs?

October 10, 2011

I can’t remember a world mourning the loss of a business leader like we’ve witnessed this past week after the announcement of Steve Job’s death.  The fact that FEEL the loss, that we GRIEVE this man’s passing and that we WORRY that no one can take his place tells you something.

What other business leader do you have genuine feelings for?  What other CEO’s speech did you search for on YouTube?  For me, the answer is no one.

As I read, watched and listened to the many eulogies and memorials written for Steve, I kept thinking — but how does who and what Steve Jobs was all about relate to you and me?

Odds are, we aren’t going to work for a company like Apple.  We aren’t going to bring products to market that literally re-define the category.  We aren’t going to have hundreds of thousands of people downloading our “state of the company” addresses.

So what’s the take away?  Other than loving our Apple products and marveling at how they’ve changed our behaviors and habits — how can we emulate the legacy of Steve Jobs when we’re just average Joes?

I believe that Steve Jobs was genuine and that he would have been the same Steve Jobs had he run a hardware store or worked in obscurity for his lifetime.  Here’s what I think he would have been like, no matter what, and what you and I can strive for:

He believed with his whole heart in what he was doing: There were plenty of naysayers and we all seem to forget that Steve and Apple had a falling out.  But he believed in it to his core.  He believed in it enough to go back and try again.

How about you?  Do you believe in your product/service to that degree?  If the company fired you…. would you fight to get back there to finish what you started?

He understood the power of simplicity: Whether it was a speech or a product, Jobs boiled things down to the essential and then made it easy for us to grasp.  He didn’t blather on — he told us a story that led to one core message that we could remember and re-tell.

Take a look at your website, your brochures, your sales proposals and your presentations.  Are you trying to shove five pounds worth of information and bullet points into a one pound bag?  At a glance… could I tell you the most important takeaway?

He knew you couldn’t fake it long term: The man was who he was, warts and all.  He didn’t try to be anything different.  He knew he couldn’t sustain it.  He didn’t wear ties because a meeting was important.  He didn’t hide his giddiness over a new product because it would be unprofessional.  He wore his heart on his sleeve because he understood that for many people — he was the brand.  And brands are all about consistency and trust.

If I visit your office, your website or your home — do I see the same person?  Do I recognize the same values and beliefs?  Even if you don’t own the joint — surely you want to work for a company that shares your values, don’t you?  Do you not allow your business contacts to be Facebook friends because they might see something you don’t want them to?

He understood marketing: Watch this very old and so so quality video as a very young Steve Jobs talks about marketing and brands.  He got it.  I think much of his success can be tied to his understanding that every company, big or small, needs to stand for something.

If you asked your clients what your company was all about — would they list what you sell or would they talk about what you believe?  (Email subscribers — click here to watch the video)

[youtube]http://www.youtube.com/watch?v=vmG9jzCHtSQ&feature=channel_video_title[/youtube]

No matter what you do — you can bring a little of Steve’s heart and business acumen to your work.

Godspeed Steve Jobs — thanks for reminding all of us how it should be done.

HT to our friends at brand dna for reminding me that this video was worth sharing.

Related articles

• Steve Jobs: 11 Acts Of Vision (informationweek.com)
• What I Learned From Steve Jobs (myventurepad.com)

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Do you take yourself seriously?

October 7, 2011

At McLellan Marketing Group, we live by our core beliefs.  One of them is:

We take our work seriously.  Ourselves… not so much.

Let’s be honest here.  None of us save lives every day.  (Okay, if you actually do… you have my permission to skip this post) Sometimes, I think we need to just get over how important our work is and lighten up.  In front of our clients.  Let them see we have a sense of humor about ourselves.

Why?  Because they’ll actually enjoy working with you more.

Check out these planes from Kulula Airlines.  No doubt their work is serious.  They propel humans 30,000 feet into the sky and have to get them back down safely.  But that doesn’t mean they have to be uptight about everything.  Southwest Airlines has nothing on them!

What do you suppose the flying experience is like?  I’d sure want to try it!

That’s delivering the brand and some word of mouth worthiness at the same time!

Check out these photos… and enjoy your Friday.  Be sure you read the labels.  Some of them are hysterical. (Email subscribers — if you can’t see the pictures, click here to view them.)

Kulula Airlines #1

Kulula Airlines #2

Kulula Airlines #3

Kulula Airlines #4

 

My thanks to blog reader Amy Roppe for sharing these with me!

 

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What are you doing to generate word of mouth

October 6, 2011

 

Amazon’s Vine program

We all know how awesome word of mouth is.  We know it beats any mode of advertising and that over 90% of consumers say it’s the most compelling factor in their decision to buy.

We all want it.  We want our customers to go skipping down the street, singing odes to us.  We want them to pull out their rolodex and drunk dial their peers to shout our praises.  We want them to tattoo our logo on their rear end. (Hey, it works for Harley)

So we patiently sit and wait for them to do just that.  And we wait.  And we wait.

Perhaps it’s time we actually do something to make it happen.

Amazon created a program they call Vine.  They have formed a small cadre of customers and inved them to be Vine members.  A Vine member gets two free books or any other item (they provide a list…you choose from that list) that Amazon sells every month. In exchange, you agree to review those items.  Good, bad or ugly — once you publish your two reviews for the month, you’ll eligible to get more free stuff the next month.

I’m a Vine member.  Of the 12 or more reviews I have written, almost all of them have been positive.  A couple effusive and a couple were so-so.  So at least 80% of the reviews they’ve gotten from me have been praising the products.  They generated word of mouth because they set out to get it.

If mega-store Amazon has to actively create word of mouth opportunities, what do you suppose the odds are that you’ll suddenly get a bunch of spontaneous praise?

Exactly.  Which is why we need to purposefully and actively generate it.

How could you do that in your business or how are you doing it today?

 

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Mix your media for best results

October 3, 2011

This is not a new notion but when you’re buying/using media — use more than one vehicle and when possible, blend how the information is ingested.  In other words, I see/hear your TV spot (or YouTube video), so add in a print element or something online that I can read.  Access more of the audiences’ senses for more impact.

Having a media mix is very old school but it’s as relevant today as it was back in Ogilvy‘s day.  Add that age old wisdom to today’s new truth — 75% of Americans (and I find it hard to believe we’re the only ones) watch TV and surf the web at the same time.

All the more reason to have a media blend in play.

A new study by Nielsen reinforces this idea and reminds us that this impacts recall as well.  (link to Business Insider story) They found that advertising on multiple platforms substantially increases consumers’ ability to remember an ad campaign compared to when the ad is viewed on TV alone.

Nielsen findings support the idea of having a media blend or mix.

In a media lab study conducted by Nielsen, participants viewed related content across a TV, computer, smartphone and tablet. A 15-second video ad promoting a premium sports sedan was shown to different groups with some people seeing no ads, and others seeing the ad on different combinations of screens.

In the group that was exposed to TV ads alone, 50 percent of people correctly attributed the ad to the correct auto brand. For groups that saw the ad across all screens – TV, computer, smartphone and tablet – the ability to remember the brand jumped dramatically to nearly three-in-four (74%).

What does this mean for you and me?  It means we need to be smart about how we utilize media.  Follow these guidelines to take advantage of these insights:

Mix your media: Be sure you are cross promoting your message by having a URL in your print and broadcast ads.   Share your radio and TV spots on your website.  Use QR codes to drive your mobile audience to unique content designed for the mobile experience.

Use the strengths of each media/human sense to really drive your core messages.

Don’t think it’s all about the money: Keep in mind your Facebook fan page, your website/blog, Twitter, etc. as you build your media plan.  Work on placing trade pub stories (online or in print) and getting others to share your content.

In today’s world — keep in mind that isn’t just about paid media.  This is media you buy (advertising), own (your own sites) and earn (public relations) combined.

Deliver the same core messages on all media: Don’t get cute and have different messages for different media.  The execution may change — but your core message should be consistent across the board.

Remember, you are building impressions so stay 110% consistent.

Interesting isn’t it?  The more newness there is, the more the time tested foundational truths about advertising ring true.

How has all of this new media changed your philosophy?

 

 

 

 

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Mercedes uses visual storytelling

October 2, 2011

Mercedes Benz released this print ad series earlier this year and as it often goes, it is just starting to get some viral buzz.

It’s a great example of story telling and connecting with your customers.  It’s a visual version of the Mac versus PC TV spots that we all loved.

Interestingly, the copy on all three ads is the same.  I’m curious — what do you think of the series and what do you think they were trying to accomplish with the campaign?

I’m trying to decide…. are these ads more about Mercedes drivers or the brand?  What say you?

Mercedes Benz Left and Right Brain ad #1

Mercedes Benz Left and Right Brain ad #2

Mercedes Benz Left and Right Brain ad #3

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Are you a speed and sputter marketer?

September 30, 2011

Are you guilty of speed and sputter marketing?

I do a lot of driving.  Between work, providing my mom (3.5 hours away) with computer support and fetching my daughter every so often at college (2 hours away) — I’m on the road quite a bit.

I found myself wondering if I’d make better time if I used my cruise control on those longer drives so I decided to experiment with it.  (I know, I’m a wild man!)

I set the cruise 5 miles over the speed limit, which if you’ve driven with me, you’ll know is a little slower than I tend to drive.  So I thought it would take me longer to get to my destination.

Long story short — I definitely shortened my drive time when I used the cruise as opposed to me manually controlling the speed of my vehicle.

It makes sense — it’s easy to get distracted by other cars, something along the side of the road, the book on CD I’m listening to, a phone conversation etc.  And if nothing else, no doubt my speed is varying throughout the journey.

But with the cruise on — I’m absolutely consistent and incredibly steady.  It turns out – that’s the winning combination in terms of making good time.

Since this isn’t a car blog, you’re probably wondering why I’m sharing.  Well — it occurred to me that the same is true of marketing.

Most companies are speed and sputter marketers.  They get a great idea, have a lot of energy around it and blast it off.  But then they get busy and things get stalled.  That monthly enewsletter becomes a sort of quarterly piece.  The print ad series never actually runs.  And the customer survey is drafted or even deployed but no one got around to crunching the numbers.

Their marketing success is very hit or miss and is greatly influenced by lots of outside factors.  There’s no consistency.  And as we’ve talked about before — consistency breeds trust which is what leads to a sale.  (I know, like and trust you)

But if your marketing is on cruise control — that is to say there’s a process that keeps chugging along no matter how busy you are — your consistency will speak volumes.  You will be able to take advantage of the DRIP method of marketing that allows you to just keep a nice, steady stream of connectivity and relevant communication out there — tethering you and your audience to each other.

I can hear you now — how can we do that?  If it was easy, we’d never speed and then sputter.  I’ve got some ideas around that so stay tuned next week.

But for today — think about how your marketing/company is perceived when you stop and start all the time.  Is that who you want to be?

 

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The smaller you are, the better Facebook is

September 26, 2011

 

Facebook lets you actually talk to people!

A comment made on my blog post about Facebook’s dominance which basically said… “Facebook is only for people who care about social media and media types” had me shaking my head.

He’s not alone in his opinion. Check out this recent study that looked at why many small firms don’t utilize it.

I am not suggesting that every single business on the planet needs to have a presence on Facebook, but especially for many small businesses — it can be a game changer.  In fact, I think it’s much more potent for the little guys than it can be for the Cokes, Mini Coopers and Disneys of the world.

Why?

The human element.  If I tweet Disney or post something on Coke‘s wall — I may or may not get a response but it’s certainly not going to be a very personal one.  But if I write something on the Des Moines Playhouse’s page…a real person is going to give me a real response.  And we might even get into a conversation. (see the screen capture to the right)

Isn’t that what we’re all hungry for — more conversations with customers or potential customers?

Here are some of the perks of Facebook for small businesses:

• Built for local and hyper local.  It allows you to spend your time talking to people who can actually become customers or already are your customers.
• Supports and encourages word of mouth with the share and like buttons.  Odds are most of your page’s fans have a high percentage of friends who are also local.
• It’s a great way to gather testimonials, get customer feedback/input and answer customer questions.
• With their hyper targeted ads, you can very cost effectively deliver your message to exactly and only the people who might care.
• Your audience shows up every day.  Facebook is part of their social experience.  What better place to connect with them?
• You can use Facebook’s different message vehicles — your business page, ads, events, groups etc. to share different types of news, events, tips etc.
• You can share your work in other media (TV spots, radio commercials, blog posts, enewsletters) to bring in your multimedia campaign elements.

Again…not going to say it’s for everyone.  But I am hardpressed to think of a small business that wouldn’t benefit from a well strategied Facebook presence.

I’m curious — what small/local businesses do you think use Facebook well?  I’d love to find some examples.

 

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