Posts tagged as:

Marketing

Four Things My Four-Year-Old Has Taught Me About Social Marketing

by · October 16, 2014

My youngest daughter turns four years old today. Not only has the time flow by quicker than I could have imagined, I have learned more that I ever thought possible from her. So in honor of my little Jasmine’s birthday, here are four social marketing lessons she has taught me (to the tune of Frozen; apologies in advance).

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Love & Measurement: A Startup Case Study

by · October 14, 2014

Measurement scares the snot out of a lot of marketers. I’ve written about it here and here, in case you forgot. Sometimes is scares me, too. The thing about tracking things is you never know what you’re going to see. It’s like stepping on a scale. When you know it is going to be bad, you won’t look at it. When you know you’re doing awesome, you can’t wait to peek.

But, sometimes, you’re not sure how you’re doing. On those days, it just feels better to guess. Because guessing means you can’t see the holes in your product or campaign’s funnel. And that means you don’t have to actually DO anything about it. But then you think better of it and put on your brave pants and look, for the stuff you can cheer about as well as the areas that offer you an opportunity to improve and grow. You know, like I did recently. Like many of you reading this, I have a passion project. And after months of development and bootstrapped marketing, it was time to really look at the data. And I admit I was pretty scared to look.

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Magic and Marketing; Are You Amazing Your Audience?

by · September 17, 2014

Think of a card, any card…

I am a huge fan of magic. And after dabbling a bit on my own, I have realized that there are three types of audiences for magic: the Uninformed, the Unimpressed, and the Amazed. I wouldn’t call many brands – nor their marketing efforts – magical, but there are interesting similarities when it comes to the growth and evolution of our audiences. And I believe there is something to learn here.

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Is Fun Content Over-rated?

by · September 11, 2014

So your friend would be Bender if he were in the Breakfast Club according to BuzzFeed. How about that? And people are clicking all over that stuff and sharing liberally. Someone somewhere is getting your feed’s attention and it wasn’t you. You know why? Apparently that stuff is fun. Not for me, per se, but for the gaggle of people I know on Facebook it must be the most fun thing in the world. And guess what, people like fun. At first, I thought this was all about the fun, but then I realized, it is exactly the type of fun people like. They like fun that is all about them.

So, if you can make your content fun and totally focused on the id and ego of the reader…#win. But what if your brand isn’t inherently fun? There are a ton of products and services in the world that are not at all fun, no matter what. What if you’re a bank or a cable company or other utility? No offense banks and cable companies, but it is the rare individual who views your products and services as “fun”. Yes, cable companies provide entertainment, and banks can help you buy something fun like a motorcycle, but they are merely the conduits to fun. They aren’t the backbone of fun.

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How to Advance the Customer Relationship

by · September 3, 2014

Last week, I wrote a post about raising the bar on customer relationships and how owning an email address is not a relationship. That an email address is a data point and nowhere near “relationship” status. I’ve encouraged brands of all shapes and sizes to work harder to forge a meaningful relationship with their customers; one that the customer values and the brand nurtures. I’ve come to realize that there are so many things a brand can do to nurture a relationship with a customer. The ones that come top of mind are all related to transparency. Of all the scary things I tell people when it comes to getting the best possible results from social media marketing (things like “don’t talk about your brand all the time” and to measure your results), the one that makes them visibly shiver is related to transparency.

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Raising the bar: Customer relationships

by · August 29, 2014

The past few months I have been a little focused, some may say obsessed, with lowering the bar. From my post on creating less content to my ideas on having a point in your social media marketing. I’ve been talking about being more deliberate, I’ve encouraged people to lower the bar in terms of being useful instead of human and being a trusted resource instead of a thought leader. Well, today, I want us to raise the bar on one thing: customer relationships.

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Wait, Weight? Do Tell Me

by · August 28, 2014

A few months ago, I checked back into my Vermont hotel room and accepted my fate: snowed in; no way out. I took some time that night to sit out on the hotel balcony, watching the snow continue to fall, staring out at the monochromatic landscape, and listening to the utter quietness. That night, I was introduced to a phenomenon not often present where I live. Loud cracks, sharp breaks, distant crashing sounds. It took me a few minutes to discern the noise, then I saw it happen.

A perfectly healthy-looking branch, weighted down by the snow, just fell free from its tree and crashed to the ground. Weight; I have seen this happen before, in myself and those around me, in my workplace and out in public, out in the open and kept behind office doors. Weight, whether tangible or intangible, can be burdensome, can slow you down, and, given enough time and inattention, can literally render you unable to maintain.

How often do you check your own weight or the weight of those around you? 

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Consider the trusted resource

by · August 21, 2014

A few weeks back Nichole Kelly wrote a series about ego and social and it took me a few weeks to really marinate in her words, the thing that I keep coming back to is this: We are overshooting social media. If the idea was to connect people with people with more immediacy than ever realized before, the opportunity for brands was to transition from monolog to dialog. It is simple. Have a conversation with your customer. Answer their questions. Take care of them when they need you. Occasionally introduce them to new products and services, but mostly, offer them an opportunity to dialog. It is something I like to see from my favorite brands. I like to get ideas for my home and get inspiration for dinner from my favorite brands.

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