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Why most companies will lose the search engine war

September 2, 2010

Everyone talks about being on that elusive first page of Google.

It's the pinnacle of success and companies spend thousands of dollars to try and outspend their competitors.

But in the end, it won't be your competitors who trump you.  It will be your consumers.

Today, if you Google one of the 20 largest brands, over 25% of the search results will be links to consumer generated content.

Why does that matter to you? Let's look at these truths:

1. Social media is in its infancy and the volume of content is just going to grow.
2. Websites that welcome consumer feedback and ratings are beginning to go mainstream, which means every Tom, Dick and Harry will be sharing their opinions about every product, service and store pretty soon.
3. Study after study shows that consumers are ranking the reviews, opinions and recommendations of the average Joe blogger or reviewer above those of "official sites."

Note:  The visual above is one of the slides from my "Small Business, I'd Like to Introduce You to Social Media" presentation.

Marketing tip #87: Don’t start in the middle

August 30, 2010

This past Thursday, I was a panelist for a MENG (Marketing Executives Networking Group) webinar with my cohorts on MENG's Social Media Council of Advisors — Mack Collier, Paul Dunay, Beth Harte, Amber Naslund and Joe Pulizzi.

During the Q&A portion of the webinar, someone asked:  "We have a small staff and a very finite budget.  Which would serve us better — Facebook or Twitter?"

I'm guessing that's one of the most common questions on the minds of marketers today.  I know I need to jump into the social media waters…so which end of the pool should I choose?

Unfortunately, it is the wrong question.  Actually, that's not quite accurate.  Sooner or later, it will be the right question.  But it's being asked in the wrong order.  It's not about the tools.  It's about the marketing strategy — just like it was long before any of us knew how to tweet.

Here's the right questions in the right order:

• What do I need to accomplish with my marketing efforts/dollars?  (Goals)
• How will I meet those goals? (Overarching strategies)
• What do I need to do to successfully execute those strategies? (Tactics)  This is where the "would Facebook or Twitter be better for us" question belongs.

Let me give you an example.  In the current marketing plan for my agency, McLellan Marketing Group, one of the goals is to generate more inbound leads/inquiries.  In other words…have the prospects come to us.

Under that goal, one of the strategies is for me to speak at 10-15 national conferences a year.

Some of the tactics to achieve those strategies are:

~ Engage speakers bureaus to represent me (off line)

~ Have a speaker's video that people can view (online)

~ Use Twitter and Facebook updates to let people know I am speaking somewhere…to encourage attendance at the conferences and to remind people that I am available for speaking opportunities (online)

~ Mostly accept speaking engagements where there are potential clients in the audience, not my marketing peers/colleagues (off line)

Etc. etc.  But can you see how much simpler it is to answer the question…when you know the answers to the questions that come before?

Don't start in the middle.  As Stephen Covey has taught us…start with the end in mind.  Know what you need to get done…then decide how to do it.

Media training tip #3: Make it quick and memorable

August 29, 2010

I've decided to cross pollinate my media interview tips by putting the third installment over at IowaBiz today. (click here to check it out).

If you aren't familiar with the earlier tips, you can find them here:

Media Training tip #1:  Have a single message

Media Training tip #2:  Superficial but true

Then, head over to IowaBiz to check out Media Training tip #3:  Make it quick and memorable.

After you've had a chance to check out the latest installment, come back over and tell me what I've missed or what else you'd like to know about how to successfully handle interviews.

Marketing tip #30: Let your business name do its job

August 28, 2010

I have a friend who is launching her own business.  As she's wrestled with names for the company, she started out very pragmatic — her last name and a descriptive word that would tell prospects what she sells.

But she's not crazy about her last name and wanted something more creative.  So every new round of names became more fanciful and more creative in terms of spelling etc.  She was down to a final four — none of which included the original group.  Her prospects are very B-to-B minded, mostly men and very white collar.

Here's a portion of the e-mail I sent back to her when she asked my opinion.

Here’s the thing.  The company’s name isn’t about you or for you.  It is a business tool.  And it may well be one of the most important business tools you’ll ever create.  So…when it comes to naming this new baby — it’s a tough message for me to deliver, but you need to get over yourself.

How’s that for tough love?

What do you think?  Good advice?  Bad?

How to choose your next agency

August 27, 2010

Having been in the agency business for 25 years or so, I can honestly say I've seen just about every method of agency selection known to man.  And most of them turn what could be an enjoyable experience for all concerned into a nightmare.

So I was delighted to see AdAge's recent article by Avi Dan on how to select an agency.  It's packed with practical, been there, done that advice.

My favorite tip?

Don't hire an agency. Hire a culture. The core values of an agency will foretell the kind of relationship you are likely to have. Favor agencies that are collaborative, innovative and proactive. Avoid agencies that tolerate fiefdoms. And their office often will reflect their culture. It will tell you a lot about them. The mark of a good agency is often in the cheerfulness and energy in its corridors. So hang around a bit.

Amen! Amen!  Amen!

The Cliff Note's version (but go read the article!) of the rest of the tips includes:

1) Don't hire an agency — hire a culture
2) Talent rules
3) Set expectations
4) Decide who are the deciders
5) Avoid a cast of thousands
6) Don't use the RFP to collect data
7) Don't restrict your search
8) Don't choose by brand name alone
9) Don't choose on price alone
10) Have the right perspective

Bottom line — it doesn't have to suck.  In fact, it can be pretty cool, if you do it well.

Hat tip to the Des Moines Egotist for pointing out the article.

Photo courtesy of Shutterstock.com

Media training tip #2: Superficial but true!

August 25, 2010

 So…you're going to be interviewed on your local TV noon news segment.  Or you have reporters calling because your company is in the middle of a controversial issue.  Or it might be that a blogger wants to do a digital interview using web cams.

No matter how friendly, how laid back or how intense a media interview might be — there are some basic rules you should remember to take full advantage of the opportunity (or to mitigate the damage if that's the scenario.) 

I'm going to share a series of tips that will help you make the most of your 15 minutes of fame!  Today, let's talk superficial — how do you look?

Only if you're doing a phone interview or going to appear on radio should this be a non-issue.  If that's your opportunity, go in footie PJ's if you want.

But assuming someone is going to see you, (still photograph, web cam or full on television crew) you're going to want to make sure that your appearance matches your message.

First:  Know yourself.  If you uncomfortable in a tie or fitted suit — don't wear it.  Even if that's how you should be dressed.  You want to come off as though you are confident and comfortable.  If you're not, that discomfort will translate to the audience and taint your message.

Know your body shape too.  Choose the clothes and the pose that put you in the best light.  For example, if you're short and self conscious about it — you might want to be photographed or interviewed sitting down.

Second:  No small patterns or horizontal stripes.  Both wreak havoc with TV cameras.  And unless you're a size 2, horizontal stripes don't help anyone's appearance.

Be mindful of cute patterns too.  No golf tee ties or busy scarves of apples and school buses.  That doesn't mean you need to be boring.  Unless that's your brand, of course!

Third:  No distractions.  Big jewelry, event or cause buttons, name tags, ascots — anything that draws the audience's attention from your face and your message — lose it.

They'll also make lighting a nightmare and you're likely to have reflections shooting off your body.  Never a good choice.

Finally:  Color matters.  Navy and black mean you're serious stuff.  Red is bold and powerful.  Greens tend to feel cool and mellow.  Yellow is a tricky color.  If you're fair skinned it can wash you out.  If you have a darker pigmentation — a pale yellow can look great on camera.  A bright blue feels edgy, teal feels cool but hip.

If you feel like a neutral is most appropriate, add a dash of color for accent and energy.

There you have it…when you feel good about how you're looking — you'll come off much more relaxed and confident.  

Marketing question #91: What’s changed?

August 22, 2010

 As I was replenishing my dopp bag (here's why it's called that) so that I can maintain my "pack in 10 minutes or less" standing, I noticed something different on my deodorant.  

Check out the sticker on the cap.  "Sized for airplane travel." Good to know.  Now, if I'm just taking a carry on bag, I don't have to get one of those travel sized deodorants.  

But the truth is…the only thing that's changed is Arm & Hammer added the sticker.

They didn't change one thing about their product or packaging. It's the same deodorant they've been selling long before 9-11 and all the new TSA security measures.

They were just smart enough to ask "what's changed?  What in our customers' lives, in our society, in the world has changed?"

And now they're capitalizing on it.

Most of us sell/make a mature product or service.  Whether you're an accounting firm, sell fresh fish or consult on IT security — odds are you've been doing it awhile.  And to you, it's business as usual.

But stop and ask the smart marketing question.  What's changed?  Are your customers worried about something new?  Are they bound by some new rule?  Do they suddenly have new options?  Has your industry been labeled as "green" or "luxury" or something else?

In most cases, business owners/leaders are so busy keeping their noses to the grindstone that they don't look up to explore the changing landscape.  Don't get stuck in that trap.  

Look around.  Notice what has changed.  (And I promise you….something has!)  and then ask the important follow up question — how can you take advantage of that change?  

Where should your CEO invest his/her time?

August 18, 2010

 As a business owner, I am always wrestling with how to best use my time.  

• Should it be spent with clients, adding my 25+ years of experience to their marketing arsenal?  
• Or should I invest my time in my employees, helping them hone their skills?  
• Maybe I should be out and about, kissing babies and getting my agency new clients?

There's probably no single right answer.  But it's a worthy question.  

That's why I enjoyed listening to Barry Moltz's interview with Craig Newmark (founder of Craig's List) and how he believes he should be investing his time.

It's a good and quick listen.  Click here to get to the podcast.  You can listen to it from the website or download it to listen later.  

Note:  The first half of the show is Barry's interview with Barbara Rozgonyi, a LinkedIn guru.   Also a good listen. 

Marketing truth #3: There is no silver bullet

August 11, 2010

 I hate to break it to you, but there's no magic marketing tactic.  

• There's nothing you can do once or twice and voila, you have customers.  
• You can't change gears every time you turn around and hope to build up awareness, let alone the desire to try your product.
• You can't chase every shiny new object, thinking it's going to make you an overnight sensation.

Folks — marketing is not about a silver bullet.  It's not that sexy or that complicated.  Marketing, whether you want to hear this or not….is churning it out, day in and day out.  It's about being disciplined enough to create a plan and then work the plan.  Long after you're bored with it.

That's why most companies don't do it well.  When you boil it down — it's kind of boring.  Sure, it's fun to brainstorm a new ad campaign.  But that same campaign isn't all that interesting 24 months later.

Let me tell you a little story to illustrate my point.  We have a client who has a product in a very competitive niche within the over the counter pharma category.  Lots of Goliaths in their hen house.  Our client is the David in this story.  They'll never outspend their competitors.

Several years ago, they decided that having a presence in key trade shows where their referral sources (docs, pharmacists, nurses, etc) flocked was going to be their #1 effort.  They've not wavered from this strategy.  

They've tweaked their booth, their "come to the booth" enticements and their follow up, as they've learned.  But they've stayed the course.  In the beginning, they didn't attract much attention.  But now, their key referral sources seek them out at the shows.  They come to ask about the product or tell a success story. Then our client stays in touch with these contacts all year long.  The relationship that is born at the trade show is nurtured and then renewed at the next show.

The benefit of this boring "do the same thing over and over" method of marketing?  They're enjoying double digit growth.  Double digit.  In 2010.  When most OTC pharma products are struggling to hold onto the marketshare they've had.

Oh wait…did I mention that they're the most expensive product in the category?

• If they only did shows every once in awhile, would they be enjoying this success?  No.
• If they had rushed to social media and abandoned the old fashioned trade show tactics, would they be enjoying this success?  No.
• If they'd tried trade shows for a year and then given up, would they be enjoying this success?  No.
• If they "winged" their marketing efforts, never doing any budgeting or planning, would they be enjoying this success?  No.

Stop looking for the silver bullet and roll up your sleeves.  Marketing is hard, sweaty, dull, often boring work.  The silver lining?  Most of your competitors won't bother.

Could your business be like an Apple Store?

August 3, 2010

Walk into any mall in the world and I'm willing to bet that the most crowded store will always be the Apple Store. 

I snapped this photo a couple weeks ago.  It was around 6 in the evening.  But it doesn't matter.  The Apple Store looks like this morning, noon and night.

I've visited Apple Stores all over the US and it's always the same story.  Jam packed, people playing with iPads, iPods, iPhones…oh yeah, and their rockin' computers.

Who wouldn't want their customers to flock into their place of business and just want to hang out, trying new products, showing their friends and buying a ton of stuff.  (over 3 million iPads sold in the first 80 days).

So…what can we learn from Apple and how can we apply it to our business?

Let them touch the stuff:  The Apple Store is basically a huge demo room.  You can check out any item, you aren't rushed away when you're updating your Facebook status or creating a new tune on Garage Band.  They want you to get the feel of their wares.

Nothing sells like sampling.  If I can try it and like it… I can pretty quickly convince myself I need it. 

Don't hide behind the counter:  Look at the picture.  Do you see all the blue shirts?  Those are Apple employess…ready to show you how something works, answer your questions or just brag on the product. 

If you're sitting behind your desk, waiting for customers to come to you — get off your lazy rear and go to where the people are. 

Think about my convenience, not yours:  You don't stand in line to buy something in the Apple Store.  The blue shirt who was answering your questions can also ring up your order.  They have little scanner/credit card readers on their belt.  Voila…they can print or e-mail you the receipt.  Need a bag?  No worries, there are bag dispensers underneath the tables throughout the store.

What are you doing because it's how everyone else in the industry does it that way?  What if you looked at it from your customer's perspective.  How could you re-design it with them in mind?

Don't hire someone because they're breathing:  At the Apple Store, the employees LOVE what they sell.  They're aren't clerks or sales people.  They are zealots.  And that's infectious and effective. 

Hire zealots…and set them loose on your customers.

We all have the opportunity to create an Apple-like experience.  The question is — will you?

Other than Apple, where have you seen these techniques be employed?