Trends Archives - Page 10 of 19 - McLellan Marketing Group

When a blog is not a blog

January 5, 2009

In the comments section of my recent post 5 musts of business blogging, Justin Brady asked a very interesting question. He asked:

What if someone's reason for adding a blog is to simply keep their site updated
and increase their Google ratings?
What if they don't care for loyal readers, or comments?
Is this still a good reason, and if not, what are the risks?

The answer…there are many great reasons to add a blog to your website, even if you don't really intend it to be a blog per se. It's a strategy we employ all the time for our clients. Let me show you a couple examples from the MMG client roster.

Mary Stier Connects (visit the site)

Mary Stier is the former President and Publisher of the Des Moines Register and was one of Gannett's youngest publishers. She retired from the Register in 2007 and has now launched her own business, The Brilliance Group. The vision for her new company is a lofty one — her profound passion is to bring the wisdom, strength and grace of women's leadership into the world.

Mary's offerings include individual coaching, consulting, workshops for companies/organization, public speaking,and teaching some classes at the college level.

With Mary's site, we wanted to accomplish several goals including giving prospects a sample of how Mary thinks and inspires women. We also wanted to organically impact the search engines. So twice a week (Tuesdays and Thursdays) Mary publishes a new blog post.

Her site's home page holds her three most recent posts and then her blog in its entirety is deeper in her site. We wanted a very clean look for her site, so the only "bloggy" thing you'll see on her home page is subscribe links.

You can comment on her posts but other than that…it's kind of a non-blog blog. We'll probably add a blogroll to her full blog, but other than that…we're keeping it very simple.

Shirley Poertner (visit the site)

Shirley is one of a select group of Master Trainers for Crucial Conversations® and Crucial Confrontations™ and Influencer. All three training programs are based on New York Times bestselling books. She works with corporations, associations and individuals — training them on the principles of these books.

Her website is the primary sales tool for her courses and she drives traffic there in a variety of ways. Shirley is also on the blogging team at IowaBiz.

To get Google's attention and to keep her site's visitors engaged, we decided to re-publish one of her IowaBiz posts every month. Hardly enough to call it a blog, but it serves our purposes.

Visitors to her site can subscribe to her home page's feed and can read the old posts by clicking on the archives but it's not really set up as a blog.

So that's the long answer to Justin's question. There are many types of blogs, many reasons to blog and many ways to measure a blog's success. In both Mary and Shirley's case — their blogs become a significant aspect of their brand and sales process.

How about you…know of some others?

Social media faux pas or social media smart — you decide

December 18, 2008

There's the brewing of a lively discussion going on at one of the other blogs I write for, IowaBiz. It's a situation worthy of your thoughts so I thought I would bring the conversation over here.

Here are the facts:

Hubbell Realty is a very established and respected builder/developer in Iowa. They have just opened a new condo complex in one of the more affluent suburbs. The condo's design, size and amenities make it a perfect fit for young professionals.

And so a perfect fit for social media.

Hubbell's advertising agency has invented what they are calling a spokesperson. (She is actually one of the agency's ad reps who lives in Philadelphia). This spokesperson has a Facebook account (she went to school at Depaw University, spends time at Johnny's Hall of Fame (a local hang out), celebrated her birthday in November and loves watching The Office.) She has a blog (so far, she only writes about how much she loves her new home) and she's done some videos. (Feed readers and e-mail subscribers, click on the post's headline to view.)

Here's the question:

As you see on the video, no one is told that Hailey is a fictitious character, played by a woman in Philly. On her Facebook page, there is a note that says "Hailey Brownstone is part of a Hubbell Homes promotional campaign." But other than that notation — I can't find any disclaimer or explanation that tells us that Hailey isn't real.

She's received date requests and has 130 Facebook friends.

The company and some of the supporters of the campaign at IowaBiz argue that since her name is Hailey Brownstone we should all get the joke. The place is called GreenWay Crossing. And they have brownstones and villas.

I did a WhitePages.com search and there are plenty of Brownstones out there. I'm thinking most of them are real people.

So what do you think? Smart social media campaign? Social media faux pas?

UPDATE: The comments are so plentiful — we had to go to two pages. After Cat's comment…click on the NEXT to keep reading!

The best way to grow your business

November 23, 2008

So you want more customers? Happier customers? Customers who rave about you to others?

How about bigger sales per transaction? More repeat business? Fewer complaints? Less down time?

The answer to all of those desires…happy employees.

Workplace attitude, employee engagement, taking good care of your people, creating a positive and fun work atmosphere…call it what you want. But it’s not HR mumbo jumbo, it’s not new age hoopla and it’s not the employees angling for more perks.

It’s smart business and any manager or business owner who doesn’t truly understand and believe that – should listen up.

If you don’t instinctively understand the connection between employees who like their work, co-workers and managers and how that ties to happy and prosperous customers…check out these numbers.

A recent study by Harvard Business School found that every 1% increase in staff loyalty resulted in a half percent increase in customer loyalty.
Gallop’s 2006 research to better understand the linkage between employee satisfaction and return on investment (ROI) found that companies with higher levels of employee engagement enjoyed higher ROI.
A recent survey conducted by Maritz found that 43% of customers who stopped doing business with a company made their decision based on poor customer service. Engaged employees are the key to excellent customer service. Engaged employees are employees that feel as though they are truly valued at work; that their efforts directly contribute towards the mission and success of the company.
48% of executives cited that better communication was the best remedy for low employee spirits, according to a new Accountemps report that surveyed 150 executives from the nation’s top 1,000 companies.

The bottom line is this – your employees make or break your bottom line.

It’s your job as a manager or owner to inspire them to help you create a workplace where everyone feels valued, appreciated, noticed and safe. Add in some fun and you have a place that no employee will want to leave.

So how do you do that?

Get it. I mean really get it. Take some time to reflect on all of this and allow yourself to see the value in happy employees. Put aside your pre-conceived notions or age-old biases and understand the new work place.

Invest in it. Both in terms of time and money. Spend some time getting to know your employees and what matters to them. Create a small fund and let them plan quarterly events (within company walls or an outing during the workday)

Learn more about it. Read books (see the list at the bottom of the post), read blogs, subscribe to newsletters. Or here’s a crazy idea – ask your employees. Be honest with them. Tell them this is something you’d like to get better at and you need their help.

Involve the employees. Help them help you. Get their ideas. Let them recognize each other. (check out how we do that at MMG) Have them work with you to create a whole new strategy for attracting and retaining good employees. Find out what matters to them and let them take the lead – but with your 110% support.

Still not convinced? Unless you can run the whole place by yourself – you actually need the employees more than they need you. Wouldn’t you rather invest in the ones you already have, rather than going through the pain of finding and training new ones?

Here are some resources worth your time.

BOOKS:

Radical Leap
FISH: A Remarkable to Boost Morale and Improve Results
Fired Up or Burnt Out: How to re-ignite your team’s passion, creativity and productivity

BLOGS/WEBSITES:

Become a better leader
Training and Development Blog
All Things Workplace

Okay, brilliant readers — time for you to add to the discussion. What are the most effective ways you’ve experienced (from other side of the table) to engage, excite and motivate employees to deliver your brand promise and make the customers hungry for more?

Build A … might mean Build A Sale

November 9, 2008

One of the biggest trends we’ve seen over the past decade is the desire to customize everything. Build your own jeans, build a bear, and now, build your own Muppet. (mine is rather dashing, eh?) And yes, you can order your Muppet after you build him/her.

The buyers of today are used to being able to modify a standard offering and make it their own.

While I think it’s easier to create this "Build A" feature into production of a tangible thing…I also believe that those of us in the services industry need to be mindful of this trend as well.

What could you allow your clients to customize?

Build a payment schedule?
Build a custom training/learning experience?
Build a marketing plan?

It seems to me that the trend is here to stay. As the buyer gets younger, the demand for customization will be greater. What could you offer today (or soon) to jump on this trend?

Remove the irritant – Amazon attacks Wrap Rage

November 4, 2008

We hear a lot of buzz about innovation. Everyone is trying to create the next iPod.

But sometimes, the most powerful way to reward current customers and gain new one is not by inventing something new…but instead, by removing an irritant.

Amazon announced on their home page yesterday (I think) that they’re waging war on Wrap Rage. This is the frustration people experience when they try to open something they’ve bought that has been sealed as though it contained the key to Fort Knox.

In a letter from Jeff Bezos, the company announces it’s multi-year initiative to create Frustration Free Packaging from Amazon. (Read the announcement here. Click on it once to enlarge enough to actually read.)

They go on to announce that they’ve partnered with Fisher-Price to unveil this initiative with the first results of their efforts.

Bloody brilliant.

In addition to waging war on Wrap Rage (who knew it had a name?), they’ve also created a place where customers can upload videos or photos of their own wrap frustrations.

Two big takeaways for all of us:

Sometimes the most innovative thing you can do is eliminate something that’s a barrier or problem.
When you create an easier, better, faster way — shout it to the world.

What is the biggest frustration your customers experience? If you don’t know — ask them. If you do know, why not remove it?

Print on demand magazines?

October 21, 2008

I don’t know about you….but even as much time as I spend online, I love reading magazines. I like the way they feel, that I can rip out an article or dog ear a page. I’d think that my age was showing except for the magazine rack at Barnes and Noble. Every time I look, it gets bigger.

MagCloud, a new self-publishing magazine service from HP Labs, is bringing the ability to be a magazine creator to all of us. Now, anyone who can create a PDF can publish a magazine.

How does it work? Users can upload a PDF of their magazine for free, creating their own profit margins by calculating the difference between their cover price and MagCloud’s charge of 20 cents per page, plus shipping.

The concept builds on the success of companies that offer a simple, online method for consumers to self-publish books (like Blurb or Lulu) and on the understanding that members of Generation C are eager to share their creative output, and expect to be paid for their efforts.

No matter what the author’s "status" in terms of credentials or experience, MagCloud provides them with a no-risk business and communication opportunity, and the ability to tap into infinite niche audiences that will find their content relevant and worth paying for.

While the site is in beta, publisher accounts are by invitation only. Shipping is currently restricted to the US, but they’re working hard to open up its service to Europe and then the rest of the world.

What do you think? Could you/would you be a magazine publisher?

Don’t worry traditional media — you’re not done yet

September 16, 2008

I get it. It’s sexy and new. Social media/digital marketing is to 2008 what banner ads were to the 90s. (Remember how they were going to change the world and everyone was going to make a killing?)

At MMG, we’ve done many a digital campaign for our clients. And the results exceeded everyone’s expectations. So I’m not suggesting that there’s anything wrong with digital marketing or using social media as a marketing tool. We know, from doing it, that it’s very effective.

But just like in the good old days of advertising, when everyone talked media mix, we need to remember….you don’t want to put all your eggs in one basket. Yesterday’s media mix might have been radio and print. Today’s media mix needs to be a blend of traditional and digital marketing efforts.

You will almost always get better results when you have a hearty mix of the two.

Jason Baer, of Convince and Convert, wrote a smart post on this topic, with a couple mini case studies to prove his point.

Bottom line — it’s not an either or choice. It’s now a "what’s the best of both?" choice. So, as you think about your next campaign and begin to formulate your media plan, remember – add plenty of ingredients and blend well.

If you’re buying media for clients or your own business — how has your media buying changed and how do you perceive the need (or lack thereof) for a media mix?

Fine…content is king. Now what?

September 14, 2008

We’ve heard it for the past few years (longer, if we were really listening). Content is king. Less hype, more value. Talk directly to your customers about what matters to them. The explosion of social media tools (blogs, twitter, Facebook etc.) is proof that we can actually be the media.

That doesn’t mean you have to launch a magazine or put a broadcast antenna on your office building.

It means that consumers are open to listening, if you’re open to creating relevant content and offering it to them. You can do that on-line. You can do that in a traditional printed piece. And you can do it in person.

That’s a critical point — this is not just an internet-driven marketing solution. Which means this book is relevant to just about everyone.

So how do you do it?

Well, there’s the rub. Fortunately, in this case, there’s a solution. Newt Barrett and Joe Pulizzi have written the book Get Content. Get Customers. Think of it as your toolbox to Content Marketing. It is right on the mark, easy to understand and implement.

The book has excellent case studies from all kinds of companies in all kinds of industries. You’ll see what’s possible. But what you’re really going to love is the play by play instructions and insights that will help you get from nodding your head to actually implementing the ideas.

If you’ve read this blog for awhile, you know I really love books that actually tell you how to do it. This book is all about that. You’ll read this book with a pencil in hand so you can write in the margins. My copy is a sorry looking dog-eared and highlighted book. A high compliment to any business book, in my opinion.

If you’re a business owner or leader — you will do something different as a result of this book. It’s just that relevant.

Be sustainable, be green and what does it all mean?

August 4, 2008

It’s all around us.

Some call it a revolution, others a movement. But clearly, green is in. And where there’s in, there is marketing opportunity. There are now green agencies, green marketing blogs, and even new jargon.

Let’s face it, green has gone mainstream. Some of it is genuine while others is really more marketing ploy than true activism or product benefit.

They even have a name for it already….greenwashing. CK provides this definition in a recent post. "Greenwashing is "the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service."

As with all "hot" trends, these will shake out. The companies that can sustain it and walk their talk will reap the benefits of the position. Those who seized the opportunity with much behind the fanfare will be exposed.

I love this story out of the New York Times. A group of direct mail companies are trying to create some "green standards" like "list hygiene" which basically means taking dead people off their lists. Come on.

In the meantime, as we all wrap our heads around the green movement, it’s helpful to have a tutorial or two. And that’s why Mario Vellandi has shifted his blog (Melodies in Marketing) and his efforts to covering topics in sustainability, product development, design and green marketing.

Mario put together an impressive and exhaustive video series while attending the Sustainable Brands 08 conference. You can find descriptions of each speaker, some summary and analysis of their presentation and of course, view the videos. (Note: Some of the videos have been temporarily removed. But Mario’s blog and efforts are still worth the visit.)

We all have a lot of learning to do. Mario’s video series is an excellent start!

Business Cards 2.0 (They’re Leo Approved!)

July 31, 2008

Haven’t you wondered what the archaeologists from 3008 will think when they unearth piles and piles of business cards? I suspect they’ll think we killed a lot of trees.

Leonardo DiCaprio spends a lot of his time trying to inspire people to save the earth through his eco site. He would heartily approve of this latest business card option.

Meet the mobile business card.

These cards can be e-mailed, sent via text message or posted on a website or blog. Thanks to www.211me.com you can create and use them for free.

Here’s how it works:

Go to www.211me.com
Create your free business card
Grab the code to post on a website or blog
Or…Get the code to embed it into your e-mail signature
Or…Send a text to: 555211 (their short code) and in the body of the message, enter any mobile number and they’ll receive a copy of your card*

It was not only easy to create, but it was easy to personalize. I wasn’t loving any of their backgrounds, so I uploaded a photo of my own and within a couple minutes, had created the above card.

The FAQs on the site say that you can also create fliers and use images, text and hyperlinked content to create a paperless way to promote concerts, bar specials, events, invite buddies to a party, or whatever else your mind can come up with.

What do you think? How (or would) you use this technology?

*For some reason, Verizon is the only phone company that isn’t playing nice. I could still send my card…I just got a false error message. When I sent myself my card, Verizon wouldn’t let me click on the link. Apparently, if I had a Treo or Blackberry, it would have.

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