Tag Archives: Social Media

You Might Be a Marketing Consultant If the 1st Thing a Prospect Says is “I Really Have No Idea What You Do”

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Apparently a lot of people don’t understand consulting services. When many prospects shop for a marketing consultant (like me), they often expect some sort of price and package menu like the image below.

Superhero price packaging

Hmmmm, after looking at the fees for the services in this image… I may have to rethink my fees ;)

So why hire a consultant?

Seriously, the reason you hire a consultant is because they should “consult” with you on what you need and customize their services specific to those needs. And they should have specialized experience and know-how of what you require to succeed. And you don’t have to hire a consultant as an employee – no overhead, no insurance, no commitment to keep them, easy to hire and fire, and many more benefits of a non-employee status. You have total control.

However, you as a business owner typically don’t know what you don’t know outside of your areas of expertise, so package pricing is really of little to no use to you.

Every small business is different in their marketing needs, and every small business is at a different stage and level of marketing. There are thousands of self-help websites, books, tools, and more out there – and many of them free. But, it’s not just knowledge of using the tools you need, but the strategies and applications that would fit your particular business that are far more important for implementation.

Most small business owners do NOT have the time to learn marketing, nor how to properly apply best practices.

And if you start talking to a consultant who doesn’t ask you a lot of questions about you and your business, end that call!

Do you really want to hire someone for a generic marketing package that may or may not bring results to your business? That is why I don’t offer package prices. I do, however, work on a sliding scale based on the size of the job, length of time, customized preparation involved, and so on.

Food for thought:

The overall impact of a consultant is that clients have access to deeper levels of expertise than would be feasible for them to retain in-house, and may purchase only as much service from the outside consultant as desired.

You have total control. That’s the beauty of a consultant. You don’t have to employ another person to get a specific job done. You can retain a consultant for as long as you like as an as-needed go-to resource for your business.

It’s really quite a high ROI.

And why do I work exclusively with SMBs and NPOs? The passion of a SMB owner or NPO leader is contagious and energizing!

 

The Win-Win of Social Media Through Unexpected Uses. Pt. 2: Hidden Genius of QR Codes!

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Duncan Hines Cake Mix QR Code

Still think QR Codes are useless?

When QR codes (QR = quick response) were introduced, success was implied. And then… nothing… because there weren’t enough people with phones with scanning ability.

BUT, with SmartPhone purchases on an exponential rise, and FREE QR code apps available on every device, it is inevitable the use of QR Codes by merchants, businesses, non-profits, etc., will also begin to surge.

Here’s the unexpected perk of a QR code I picked up the other day. Now, guys, don’t stop reading because I mention shopping! Because if you own a business, you will pick up on the importance of this example…

I was in Publix, and looking for a cake mix. As you see in the image above, when I turned over a box I was thinking about purchasing, I noticed the QR code. I thought, “Genius!” If I had hesitated over that selection, here was a quick way to check a recipe choice and determine – WHILE I AM STILL IN THE GROCERY STORE – if there are any ingredients I didn’t have at home an could buy on the spot! Otherwise, I may have gone home, looked up their website, found a cool recipe with that item, but found I was missing an ingredient or two.

This QR Code saved me an unnecessary trip and the ability to determine whether this product could serve another use for my needs. Without this option, I may have only considered it for it’s basic use and perhaps not purchased it, rather than consider this purchase for other dessert possibilities.

DUNCAN HINES GETS IT!

Here most of us consider QR codes just website driven. Ok, big deal, we can get to the website faster on our phones… But, no, now it has practical applications, too.

AND, for small businesses and non-profits, this should be golden. Cheap, easy and FREE!

How about printed QR codes for:

  • “liking” your business page on Facebook since most of your staff rarely remembers to tell customers about your page (and even you!)
  • following you on Twitter (another forgotten child)
  • for your newsletter subscriptions (need I say it again?)
  • videos and Your YouTube or Vimeo channel!
  • LOYALTY programs – Hello!?
  • a calendar event
  • your website  (which of course has all your CURRENT store information and specials, and all your social media links, right?!)
  • Your LinkedIn Profile -(if you have completed your profile and made a company page)
  • A contest – “scan to like our Facebook page and be entered in our contest to win a —”
  • products with specific FAQs (have you missed potential sales on certain high$$ items because you were too busy with other customers to answer questions?)
  • PayPal payments
  • Plain text or links of any kind

The list goes on and on… If you think of it, you can create a QR code for it. Photos, recipes, how-tos, suggested uses…

Where should you display these QR Codes? EVERYWHERE.

  • your store window
  • at events – you can’t talk to everyone at once
  • at your POS locations – while they have your attention
  • on products – to learn more if you are busy with other customers
  • on the back of your business card – there’s never enough room for all you want to say
  • brochures, flyers, ads – again, never enough room
  • as updates on your social media pages
  • on your car – tell me who doesn’t have their phone handy in their car at a stoplight?
  • on consumables – Peanuts in this cookie? Gluten Free? – get the picture?
  • on menus (no to-go menus lost in the car or stuffed in a junk drawer – handy on their phone to help them decide to come back)

Even doctor’s offices are applying this technology. Patient goes to a referred doctor and has a QR code for all their info for them to scan. Cool, huh? It’s already happening.

Remember, it’s an image

It’s virtually just a photo and anywhere you can place a photo, you can place a QR code! And the same FREE apps that give you the ability to scan a QR Code also give you the ability to create one!

Bottom line? It costs virtually nothing for you to be ahead of the crowd and attract the growing demographic of SmartPhone users (which obviously has disposable income if they are buying a SmartPhone – they aren’t cheap!).

Technology Marketing No Brainer, right?

Are we having fun yet?!

1.29.2013 P.S. It’s 2 days since I posted this and look what I ran across in today’s media:“McDonalds tries QR Codes”

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The Win-Win of Social Media Through Unexpected Uses. Pt.1: The Perks of Pinterest

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I started noticing that Social Media has become a source of everyday personal convenience as well as social! It has completely become a part of my everyday life because of unexpected (to me at least!) uses and applications.

Some unexpected uses I have discovered and maybe you have, too…

Pinterest as a source or reference tool:

Example #1

A blog feed I subscribe to had a post on a slow cooker chicken that rocks!

I love slow cooker recipes because I don’t have to be in the kitchen to cook them ;) and any meat cooked in them is usually incredibly tender! I’m too busy for elaborate recipes and I get tired of basic recipes. So when I stumble on a recipe that I must try, I don’t bother to print it out. I PIN IT! This is great for busy people like me. So, I have a board for food ideas.

Anytime I want to retrieve a recipe, Pinterest has a great visual for me (who remembers recipe names?) and I can just click on my Pinterest app on my iPad or SmartPhone when I am in the kitchen and there’s my recipe (I just have to keep my tech tools out of the way of drips!)

No paper, no ink and always ready to view!

Example #2

I love to buy, but I hate to shop - mostly because the time that it takes is a luxury I can’t afford. I’ve got more speaking gigs, so I need some new professional outfits.

But, like I said, I hate to shop and I also don’t have time to keep up with what’s current. Yes, I buy the humongous Vogue book size editions to try to keep up to date, but…

So when I need to buy an outfit, I cruise the Pinterest “Women’s Fashion” category to see what is current. There are some of the best pins ever that show every piece you might want to create that complete outfit. This is like Garanimals for me and a huge time saver. (see left image)

I am usually inspired to post a quick comment to the pinner and that blogger now also has more exposure since I liked, commented and re-pinned the picture that she posted with her blog that has now been pinned.

When someone clicks on it anywhere on Pinterest, they are now directed back to the original pinner’s source. A win-win for both of us.

Moral to the story? Always provide a picture with your blog content!

Residuals?

Whoever follows my boards may repin one of my pins – giving both me and the source more exposure. They may start to follow my board and maybe my other boards as well.

Anyone who clicked on the photo may start to follow the blogger.

When I get a notice that someone repinned or liked my pin, I will most likely take a look and possible follow them on or at least one of their boards on their Pinterest because since they liked what I pinned, they most likely have other items I would probably be interested in.

My pin will also show up on the main Pinterest board and catch the eye of a browser. Potential new followers from outside of my network for both me and the blogger.

And notice that if you click on the image at left, guess where you’ll wind up…?

Yup, at that Pinterest board. The beauty of it is that you don’t have to sign in or have an account to view it either….

And the holiday ideas? Ah, don’t get me started!

Don’t forget you can also share to other Social networks. And here is a tip: Click “embed” and copy the code, paste into a Facebook post and it will provide the link and a lead in to it. No picture though… still trying to find a way to make that work.

What have you discovered you can do with Pinterest?

Don’t Talk to Me in Percentages, Communicate in Excel-ese, and Other Such Mathy Stuff. I Hate That.

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Math Phobic's Nightmare - Far Side

I’m never getting into heaven…

I think I have the math version of dyslexia.

I have clients who want me to talk in percentages, communicate in Excelese, and other such mathy stuff. I hate that.

Let me say this slooooowlllyyyyy…

I  a m  n o t  a n  i d i o t .  I  j u s t  d o n ‘ t  d o  o r  t h i n k  m a t h !

That is why God made accountants and mathematicians. Do accountants or mathematicians want to do marketing? No. I do. But I don’t want to do math. So let them do it. I don’t want to see math, speak math, think in math. I am a creative and operations person.  I am a whole picture person. I happen to have a very high IQ. But when it comes to math word problems, as soon as you get into the 2nd sentence, you’ve lost me. I am into Psychology – mostly organizational and all that applies to why people buy – and Political Science – why people manipulate ;)

Actually, you don’t really WANT me to do math.

I am also very visual. Unless you give me a paper and pencil immediately and give it to me a step at a time, forget it. I am useless and my mind is off to wondering why you wear your hair that way. And don’t tell me to “go north” when you give me directions – especially on a cloudy day and at noon or nighttime.

Of course, I have to USE math sometimes, but on the whole, I don’t need to or want to.

I also use analytics – great way to reveal success or failure of an intangible field like marketing to mathy people. Don’t know how much I believe them. Their credibility always falters when I start reading them because I always start thinking about how they can be skewed one way or another.

People (who like math) always tell me how wonderful it is. That the whole universe is all about math. I recognize that. I watch Nova – Einstein and Brian Greene and all that. I get the whole spiral thing, the golden mean, etc… BUT.

I once went to an adult-ed GRE prep class because I was terrified of the math portion of the test. You know how some people freak that there are essay questions? I LOVED essay questions. To me, they were the easy A!

But when it comes to the math portion, there are always problems that I swear I never saw in class. So, I went to this class at Emory night school. I don’t think I went to more than 2 classes. The teacher only knew how to speak Math-ese. Here we were, a whole room of obviously non-math people desperate for someone to show them the light, and all we got was the same horror experiences we remembered from high school.

He started saying things like, “and of course, you would use the associative property here.” I raised my hand immediately. I said, “What do you mean, ‘of course’? that is why we are here, because there is no ‘of course’ in math to those of us who don’t think in math.”

He looked at me like I needed medication. I realized the university was at fault for hiring a math oriented person to teach a bunch of liberal arts majors who simply don’t think the same. I wanted my money back.

So, for those of you who are mathy people who would hire consultants like us who are not… don’t judge us… because aliens don’t wear hats.

;S

 

David Shouldn’t Try to Be Goliath in Social Media – the Pants Just Don’t Fit!

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Three wise monkeys

Three wise monkeys (Photo credit: Moyan_Brenn)

It’s common practice for small businesses and non-profits who are new to social media marketing to look at what the big guys are doing.

Let’s take a minute to re-think Social Media Practices – Big Business vs Small Business

The essence of Social Media Marketing:

When we want to buy something important, don’t we often go online and see what others are saying about it? Amazon.com, Yelp.com, etc… or just a simple Google search?

Don’t personal reviews from consumers of that product influence our decisions? Don’t we also pay attention to testimonials when we see them anywhere online?

Of course we do.

In Social Media venues, do we pay as much attention to a commercial, or anything that sounds like a commercial, or even smells like it might be a commercial? No, because it is usually either annoying or a turn off to be sold to in a social environment! Right?

YET – when small businesses and non-profits try to post material on their pages and sites, they often come off, well… like a commercial.

Why not, you say? The big companies do it, you say? Macys, Best Buy, Old Navy, Home Depot… they promote product and are successful. Shouldn’t I follow their example with my small business or non-profit?

NO! NO! A Thousand times NO!

Think about it. Big Retailers and businesses are actually at a disadvantage on Social Media. They can’t begin to interact with fans and followers on the same level as a small business can – much less on a personal level. Since they have hundreds of thousands or even millions of followers from all over the nation, they have to use social media as an extension of their traditional marketing.

Why would you follow the example of a business that can’t even use the medium for that which it was created?

As a small business or non-profit, you have the advantage of local influence. You have the advantage of being a part of the local community. You even know a good many of your fans and followers by name or sight or even have relationships with them.

For example:

Say you were in line at the movie theater and you recognize a consumer in the line in front of you.

  • You might say a cheerful hello and remind them of how they may know you.
  • You might thank them for shopping with you.
  • You might talk about the weather or latest big news or the Big High School game
  • You might ask them what they’ve heard about the other movies showing at the theater….

But would you pull out a picture of your latest product and begin to sell them on it?

Sure, at the end of the chat, you MIGHT remind them to come by your business and check out a new product or service or hand them a business card or such, but you aren’t going to stand there and pitch them the whole time you are in line. At least I hope not!

So why would you do any differently on Social Media?

They recognize you as someone in their community. If you come across as strictly business, you will lose your credibility as “the neighborhood” merchant that they have come to know and trust on a face to face level.

Instead, you’ll just be regarded as just another retailer or business person...  Why would you want to do that?

Did you get that AHA moment there?