Category Archives: Marketing

Social Media Marketing Won’t Work If…

I’ve talked a lot lately about social media marketing and influence. Overall, comments have been positive, but fairly minimal. Not that I’m searching for big numbers of responses to the topics (okay, I am) so much as thinking that, as we move into a new age, this should be a pretty big topic for a lot of people to be both thinking about and talking about.

What occurred to me yesterday is that the topic is out there, but not really all that big to the group that I’m marketing to the most. That group are people between the ages of 35 to 65, people with established businesses who I thought might be ready to learn more about how to market to people. What I’m realizing is that there is a definite generational difference between the people I’m marketing to and the people who literally already get it. I’m marketing to a group that’s missing it, that can’t see why they’d even want to get started, let alone want to learn it.

I actually understand this. I’m the same way in other areas. On Wednesday a group called Lady Antebellum was in town, and I had, and still have, absolutely no idea who they are. Justin Bieber was also in town; him I’ve heard of, but I couldn’t tell you a single song. Without having kids, I haven’t tried to keep up with the pop music scene, and thus I hear songs that for the most part I don’t like and names that mean nothing to me. Out of the names listed for the next reincarnation of Dancing With the Stars I had to look up 6 of them to see who they were; these are stars?

I get it; we concentrate on what interests us at all times, and even if something might be in our best interest for our business, if we can’t fully embrace it then we feel we don’t need it. So I decided to list 5 things that indicates why social media marketing won’t work for you.

1. You don’t have time. I keep hearing this one over and over, and frankly, it’s both a valid concern and nonsense at the same time. It’s hard for people to squeeze more things into their schedule if it’s booked tight and you’re working all the time. The reality is that no one is booked all the time and no one is working all the time. We all waste time during our workday; if we didn’t, we’d go crazy. My belief is that even if all you decide to do is 15 minutes a week, just to establish a presence somewhere, you do yourself a world of good. If you could find an hour a week you could write a blog post, maybe post a link on a Facebook business page, do an update on your LinkedIn page, respond to one group post on Linkedin, and send out a link or message on Twitter regarding a business, a retweet, whatever. When you have more time, do more; just do something.

2. You don’t have the money. How much money does it cost to do social media marketing? Depending on what you do, nothing or just a little bit; way less than any other type of marketing you might do. Twitter; free. Facebook; free. LinkedIn; free. Email; could be free, and with an autoresponder less than $200 a year. YouTube; free. Blog; free, or if you pay someone to write it then that could get pricey depending on how much you want written.

3. You don’t understand it. Most of the time when people say this, it means they haven’t even looked at it. If you sign up for LinkedIn, it pretty much tells you what you need to do step by step. There might be some intricacies for real business benefits, but in general, you’re done. Same with Facebook; probably the day you sign up you’re going to have invitations already there from people who’ve been wondering where you’ve been. YouTube isn’t as easy, and though Twitter seems pretty easy, I could see where someone could get confused early on. But I run into almost no one (had to add the “almost”) who’s signed up for a Twitter account and says “I just don’t know what to do” without meaning “I don’t have time”.

4. You don’t even try. Michael Jordan says he’s never made a shot he didn’t take. Whereas many people have thrown up a website, they haven’t taken the time to determine whether it represents them well or not. “Close” doesn’t get it done when you’re hoping to get business from someone that’s thinking about paying you thousands of dollars and your website looks cheap. “Close” doesn’t get it done when you’ve written one blog post in a year. “Close” doesn’t get it done if you create a Facebook business page and done absolutely nothing with it. As with anything else, you have to at least take some kind of consistent action, even if it’s once every two weeks, otherwise it’s best not to even start.

5. You’re not social. And there’s that word again, “social”. Social says you interact with someone instead of “at” them. Social says you respond to comments or email here and there. Social doesn’t say you have to tell everything about yourself, or deal with people who upset you or irritate you in some fashion. It does mean you have to be ready to participate in whatever you start, and it can’t only be about you. And trust me, on Twitter, if all you’re doing is putting out links and retweeting people all the time, it’s viewed as you being all about you.

I can’t remember if I’ve written stuff like this before, but I’ve certainly brought it up in workshops, and I plan on always bringing it up whenever I have the opportunity to talk about it. No one has to do it all; but if you want it to have the chance to work, you still have to do it.

My Friend The Chocolate Cake








Using Social Media To Grow Your Influence

I have a nice little series going on here concerning the topic of influence. I started out asking how influential we were online, and followed that up with what is influence and how can we use it. It’s time to go in a slightly different direction, that being how to grow influence, and since I’m trying to turn myself into the social media marketing guy, I’m going to use that as my premise for how I could possibly grow my influence. By the way, part of using social media marketing is also to grow your local influence, so I’m going to be considering that as well. I’ve been assuming this is all a part of marketing and branding myself at the same time; I hope you’re thinking along the same lines.

Before I go any further, I have to give credit where credit is due. Though I’ve been thinking about the subject for awhile, it never really hit my mind to start writing about it until this young lady named Mandee Widrick kind of started making it her business to grow her influence. Oddly enough, she’s trying to become what I’m trying to become, but I don’t see it as a sense of competition, hence I’m not afraid to talk about her. Anyway, she wrote a blog post titled Fast Company’s Influence Project, where a site is doing a project trying to help people figure out just how influential they are. You sign up, get a link, then you send your link out, trying to get people to click on it so that you can find out just how influential you are. I thought about it for a brief minute, then my mind said it was a lot like the Alexa Toolbar used to be considered, only I’d have to work at it. And I figured if I was going to work on something I’d rather work on my own stuff. Still, her site is good reading; so says I.

Back to the subject at hand; just how am I going to use social media to grow my influence? This time I’m going to start with talking about Facebook. Last Friday my business page finally hit 100 members, and I’m proud of that fact. I want it to continue growing, but I really worked on promoting that bad boy on Twitter and on Facebook itself. I’ve talked about it here, but not on my other blog, and I’ve totally forgotten to mention it on LinkedIn, so that’s coming as well. I’m going to begin using the fact that I’m up to 100 members as a promotional tool to get even more folks to join. Of course, I need to keep updating it with my information, which is mainly my blog postings, but I also need to occasionally pop something in there that touches upon a topic I discuss for business, which I try to do.

Next, I’m going to use this blog. Remember last week I said this blog was linked to around 14,000 other sites? Well, when I was going through that list a bit I saw I was on sites I knew nothing about. So I’m going to check those sites out, and if there’s a possibility to do so, I’m going to post a comment on those posts, and I’m going to then link some of them here so folks can see that I’m elsewhere in the blogosphere. I just hope they’re not scraped sites. lol Overall, however, I believe the mix of both business and personal topics has worked well with this blog.

I’ve already started a Twitter strategy, and I’m going to keep it going. This blog has a lot of topics on things such as SEO, blogging, and writing, some of them a couple of years old, and people have missed them. So, I’m going back, looking at them, and the better ones I’m popping on Twitter every once in a while. I’m doing the same thing for my business blog. I figure I have nearly 15,000 links between the two blogs, so why not use them? I’ve also popped an occasional oldie but goodie from my business blog onto my Facebook page; I just remembered that. And I’m posting links to articles I’ve written on other sites as well to Twitter; trying to show I’m a well rounded guy.

Here’s the thing about Twitter, if I may. It’s my best chance for growing my influence with the local people, who really don’t know what I’m all about. I talk to more of them all the time, and if in some fashion I can get them talking about me more, and not just because of the potential Syracuse wiki project, it can only turn out good.

As for LinkedIn, well, the best I can do is keep doing what I’ve been doing, which is going in every 3 or 4 days and posting something, anything to keep it live, and now I can post the thing about my Facebook business page; whew! And I’ve been trying to be a bit more active in some of the LinkedIn groups, which can be difficult because often there’s really nothing I’m in the mood to comment on. But it has to get done, as I work on this influence campaign.

Oh, there’s one final piece. One thing I haven’t really done is create a business profile of sorts. I have a bio page on my main site, and an about page on my second business site, but I need something a bit more business professional and direct that I can either print up or send as a pdf to potential clients. I need to work on that, with an image, and get that going, hoping to circumvent calls for a CV for interim projects. I hate producing a CV; I’m an incorporated business person after all, with a business license. But in this case we do what we have to do. But I’m not going to give up my humanity either; no, that’s not my daughter. 🙂

Have I covered everything? Probably not, but it’s a process that I’m going to begin. And though it’s going to be ongoing, I’m going to see if I can figure out a way to track progress over the next two months. This could be a great case study and could turn into a seminar of some type; let’s see what happens.

The Superman Syndrome — The Magic of Myth in the Pursuit of Power: The Positive Mental Moxie of Myth for Personal Growth








What Is Influence?

On Saturday I wrote a post titled How Influential Are You Online, and I ended that post with this: “what is influence anyway, and how does one use it?” I said I would tackle that question this week; this is me tackling it.

influence
Sean MacEntee via Compfight

In general, influence is the power to make an effect of some kind. It can be positive or negative, which of course isn’t good, but that’s just how it goes.

If you think about Star Wars for a quick minute, Emperor Palpatine is a great example of influence. He’s a bad guy who does good things and gets people to believe in him and want him to become supreme chancellor. At the same time, he’s the most evil thing in the universe, the emperor who can get Darth Vader to do anything he wants him to do. In essence, he’s leading the same people he’s fighting against; how’s that for real power?

Reigning it back in, since none of us are going to be either of those things (thank goodness), we’re left to look at ourselves to first determine if we have any real influence over others, and if we do how are we using it. Parents, we’re keeping the discussion of children out of this one for now, so I don’t want to hear any “I’m a parent and I influence my children” stuff. Trust me, for the most part it’s not true anyway (yeah, I said it).

Let’s go back a bit to my previous post on the subject. I mentioned this thing about social media and the question that was asked about people locally. No one mentioned my name, yet I just did that workshop. What’s funny is that two days before, I went on Twitter and said I knew everyone already knew about it, but I just wanted to put it out there one more time. Two people actually wrote me to say they didn’t know I was doing it. I mean, I posted it every day at least once a day, mixed up the times, and wrote 4 blog posts about it, and still people didn’t know? And, to be truthful, not a single person I talk to locally on Twitter came, or said they were coming. Influential; I think not.

Last year when I did the webinar on social media and SEO, the product of which is sitting there at the top left, I actually had a little bit of influence, as a couple of people paid to sit in on that conversation. One I drove there because of this blog, the other because of email. Renée drove people because of her association with the Liverpool Chamber. Neither of us drove tons, but we got enough people there to make putting the event on worthwhile.

This leads us to the next part of my question, which is how do we use influence? For me, I’m looking to use my influence to get people to sign up for my workshop, at least locally. Online, I’m looking to drive people to buy or at least look at the few products I’ve created so far.

I’m also trying to use my influence to drive traffic to my blogs and some of my websites; after all, what I really want to do is to continue growing my influence as much as I can for my ultimate goal as a professional presenter, traveling the country talking to people about a host of things. I actually love doing that; standing in front of people is a rush that I know a lot of folks hate. For me, getting paid, and paid well, to talk to people would be just great.

So, I need to increase my influence so I can use it when I get there. And how am I going to do that? Well, I’m not quite sure, but I have a plan. I’ll talk about that next time.
 

SMM Strategy, Phase II

Last Monday I posted about my first social media marketing goal. I had said that I was going to have a sticky post for 10 days before the event. Well, give me a few days before that, as in 6 more days. It just didn’t make sense not to advertise this as soon as possible. So, starting tomorrow, there will be a sticky post through the first workshop date, then I’ll slightly modify it and leave it up through the second one. The first date is July 22nd, the second August 19th.

What’s been the next stage of marketing this event? First, I finally created my version of the advertising & registration page and put it on my other site. In the last post I was sending you to Renée’s calendar page, and I decided that I wanted to create a marketing and sales page that looked more like our flyer and finally put a biography of sorts online so people who didn’t know who I really was could learn something about me, and of course Renée as well. Oh yeah, the image you see here is on the flyer, as the title of the presentation is “Make A Splash With Social Media Marketing”. 🙂

Second, Renée has sent out the first notifications to her email list. I’m waiting until later tonight to send out my first blast, but this time I’m going to be a bit more circumspect in who I send the notices to. I’ve decided that it’s not worth it to me to send the notice out to people who I don’t know, even if I have their email addresses. My thought is that if I send it to people who don’t know me that well that they not only won’t necessarily be happy, but they won’t forward it to others who might find the topic interesting. I could be wrong on that front, but so be it. If I didn’t learn anything from the last workshop I tried to market, then I need to get out of the game.

Third, you know the Twitter “blast” is coming. Actually, it’s not going to be all that much of a blast, but this week will have 3 different posts, of a sort. Yesterday I put out the new link to register for the event. Today is this post, which also has the link to the post. Tomorrow is the sticky post; 3 notifications in a row with a slightly different message talking about the same thing.

Fourth, I’ve put it out on Facebook. I first put it into my FB business page as a link. Then I added an event mentioning the workshop, but only for July 22nd. I’ll create a new one for the August presentation; I actually think I could create it now for August, but I think it’s way too early to do. I already have one person saying she’s coming to the event, and 3 saying they won’t be able to make it. Hey, it’s on a Thursday, and it’s not right in the city, which means participants living in Syracuse will have to drive at least 40 minutes. Still, and not because I’m putting it on, but I think this event is so worth it, which is why I’m taking part in it.

Fifth, I’ll start mentioning it more often on LinkedIn. I don’t have a place to advertise it a lot, but it will get mentioned enough times to that the message will get out, such that no one should have the opportunity to say “I didn’t know you were doing that.” Nope, not buying it.

That’s where things are going at the present time. I don’t know if there will be another update on this bad boy or not, at least until it’s over. Then again, I probably need to have at least one more beforehand, the last push for success. So, I make no promises either way. By the way, if you see my wife today, wish her a happy birthday; just don’t tell her I told you.
 

  Copyright secured by Digiprove © 2010 Mitch Mitchell

Frank Kern’s Core Influence – The Beginning

My friend Kelvin swears by this guy named Frank Kern, who’s one of the top internet marketers in the world. I have to admit that I don’t know as much about him as I probably should. Anyway, Kelvin’s been trying to get me to look at this guy’s stuff for awhile now, and I’ve kind of poo-poo’d it off, not because I thought it was a sham or anything, but because time is not always my friend.

Anyway, I decided to finally follow him up on one of the links he provided where I could check out a short free video. It’s a link like this one, and let me get through this post before you think about clicking on it.

I clicked on the link and it took me to a 90 second video with Frank standing in front of water with waves splashing on the beach asking me to opt-in to this site so they can provide me with a link to a video. He also says I’ll have to do the double opt-in, as they’re going to send me an email so I can fully confirm.

That part is done, and now there’s a second page that comes up. Truthfully, as I write this, that’s where I am. There’s a short 2 1/2 minute video I’m supposed to watch first, then the main Core Influence video, which I guess is pretty long. Kelvin says it’s a great start and fully endorses it, so I figure I’ll go ahead and give it a shot. For full disclosure, by the time you read this I should have finished the video, as it’s the long holiday weekend here in the United States, and y’all know I write some of these ahead of time.

This means that at some future point I may have something more to say about it all. Now, about that link I gave you before. It turns out that there’s a Core Influence 2, and to get to see that you have to have at least 3 people click that link and decide they want to opt-in to see the original Core Influence video. Now, I’m not sure yet whether I’ll even want to see the second video, but you know, both videos are free, and it’s only the second video you have to do a little bit of work to see. So, if any of you are predisposed to click on that first link, all I’ll say is I’ve provided the conduit, and I’m good to go.

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