14 Reasons Social Media Marketing Beats Traditional Marketing

Traditional Marketing vs Social Media MarketingHe who refuses to learn deserves extinction. Rabbi Hillel

The conversation with those not engaged in Social Media is often limited to their perceptions… I’ve tried to condense the most common misperceptions through these comparisons.

  1. Traditional Marketing tells us how we should feel about product.
    Social Media Marketing tells others how we really do feel about product.
  2. Traditional Marketing interrupts our leisure time by forcing product messages upon us.
    Social Media Marketing leads us to company pages we can invite into our streams to browse at our leisure.
  3. Traditional Marketing deals with the familiar to spread the word generically.
    Social Media Marketing looks for the unfamiliar to spread the word virally.
  4. Traditional Marketing spreads a message to the masses in hopes of attracting a few loyal followers.
    Social Media Marketing spreads a message to a few loyal followers to attract the masses. 
  5. Traditional Marketing tells consumers what they may want.
    Social Media Marketing gives access to what we do want.
  6. Traditional Marketing messages have no direct accountability.
    Social Media Marketing publicizes accountability through viral messaging.
  7. Traditional Marketing uses long-term strategies developed through a fixed schedule of exposure.
    Social Media Marketing follows direct emotion, passion, and curiosities of the moment.
  8. Traditional Marketing messaging is for short-term profit.
    Social Media Marketing messaging is for long-term connection.
  9. Traditional Marketing asks questions and uses research to determine reaction.
    Social Media Marketing answers questions and uses instinct to create reaction.
  10. Traditional Marketing creates artificial messaging based on external research.
    Social Media Marketing spreads authentic messaging from internal reaction.
  11. Traditional Marketing helps products become successful regardless of quality.
    Social Media Marketing helps quality products get discovered and expose poor products.
  12. Traditional Marketing messaging can be stagnant or ineffective by the time they surface.
    Social Media Marketing messaging is ever evolving and always present.
  13. Traditional Marketing follows a predetermined path on a predetermined schedule.
    Social Media Marketing explores a multitude of highways on an ongoing basis.
  14. Traditional Marketing controls response to product via marketing professionals and accountants.
    Social Media Marketing controls product response via actual consumer word of mouth.

Agree? Disagree?

SMBs: An Unhappy Staff Will Kill Your Marketing Efforts

UN HAPPYAs Dr. Phil would say, “How’s that working for ya?”

You spent a fortune on marketing, but you have a disgruntled staff. Yes, the hiring pool is high, but do you really want to sabotage your marketing efforts and business stability with an unhappy staff?

  • A simple thank you goes a long way.
  • An occasional perk (like a reward of free product or a healthy employee discount) never hurt in lieu of better wages you can’t pay.
  • Incentive programs boost morale, and therefore, productivity.
  • Birthday and holiday recognitions may seem trivial, but they provide a loyalty ROI.

If you are not recognizing and appreciating your employees, you are placing the health of your business at risk. Unhappy employees are less productive, more prone to error, and may begin to pilfer.

A pat on the back, a thank you for extra effort, an occasional free lunch, recognition at a staff meeting and on your social media for a job well done…these simple efforts can mean the difference for your continued success as a business.

Why is this so important for Marketing?

Your awesome marketing may bring those new customers in the door, but what if your employees don’t shower those new customers with love and loyalty for the biz?

You’re budget is tight, but your wallet will be tighter if you lose your best assets – faithful and loyal employees.

Being an Entrepreneur Means Showing What You are Made Of

Jill Abramson, Former Executive Editor of New York Times giving Commencement Speech at Wake Forest University

Jill Abramson, former Executive Editor of the New York Times, gave the 2014 commencement speech at Wake Forest University. Quite appropriately, Wake Forest requested she speak on resilience. Her controversial firing from the NYT just the week previous made the topic most meaningful.

As a Small Business consultant, I am often energized and inspired by my clients’ resilience. Some of them are franchisees facing years of decline of the franchisor. Many of them are hoping the franchisor will stop rearranging the deck chairs and let the ship sink because It is hard for them to continue to pay royalties for so little support in return from a struggling company. And in light of their contractual bonds, they have amazing resilience facing each day in limbo, wondering when and if the other shoe will drop.

But if there is one thing I have observed in serving only small business owners; it is their incredible resilience in tough times. As an entrepreneur, whether franchisee or independent owner, you are already taking enormous financial and personal risks to run your own business. But, the reward is immeasurable.

I, too, am an entrepreneur, and face the same sense of the mystery of the next day, month, and even year, in regard to my future. But I am grateful everyday for the resilience I have gained through being my own boss.

So, for me, and I am sure many others, listening to Jill Abramson’s commencement speech today was an inspiration. Her smile and confidence spoke volumes in terms of the positive reaches of upset and challenge. She spoke of her father’s words of wisdom in times of failures: “Show what you are made of.”

Well said.

Shopping Small is Shopping Wise for Busy Entrepreneurs

Shopping Small is Shopping Wise for Busy Entrepreneurs

Are you guilty of lost time picking through discount racks to NOT find what you need?

It is a far more enjoyable shopping experience to “Shop Small.” Since Entrepreneurs are always short on time, small business shops and services can be a huge time saver once you establish a relationship with the staff. And since you entrepreneurs are always watching every dime,  shopping small keeps you out of hot water when you need your needs met. For example, your small business will educate you on extending the life of your purchases, and proper use. In addition, with your sales history, they can make suggestions for wiser future purchases to supplement what you already own.

You will get additional value if you ASK your small business:

  • Do you keep my purchases on file?
  • Will I be notified of sales or specials?
  • Will you let me know if something I expressed an interest in goes on sale or is running out?
  • Can I work with the same salesperson each time if I find a good match for me?
  • Do you have a loyalty program?
  • Is there a maintenance alert program (for home and office machines, appliances, landscapers, etc) perhaps via email or texting?

ASK, ASK, ASK! You’d be surprised what they might offer for your customer service experience if you only ask.

I know our clients are very happy when we notice items of concern or mistakes FOR them before a consumer does. And by the same token, we are very happy to have small businesses who help US with their specific goods or services so we can keep our minds focused on our clients.

Generally, small business owners LOVE what they do. Give them a chance to treat you special and you’ll save a lot of time and money – and stress!

:) Take 5 minutes to post a good review on social media or review sites (like Yelp or Google Places for Business) for the small businesses who make your daily life easier! They work hard to keep you coming back.

“The critical ingredient is getting off your butt and doing something.”

The critical ingredient is getting off your butt and doing something. It’s as simple as that. A lot of people have ideas, but there are few who decide to do something about them now. Not tomorrow. Not next week. But today. The true entrepreneur is a doer, not a dreamer. – Nolan Bushnell

I got my LLC today!

What’s the big deal? The big deal is calling your business official. It’s all well and good to say you are a consultant, but being able to have an official status means it’s real. And that creates new energy!

I got laid off in August 2010. Best thing that ever happened to me. I was crossing oceans for people who wouldn’t jump puddles for me… and it took a layoff to recognize it. So now I’m crossing my own oceans. I knew I had skills that i enjoyed using and there was no reason to not create my business to do it. And it feels great!

I’m thrilled! There’s nowhere to go but UP! What a great month to make that change – November, a month of gratitude.

Thank you to all my family, friends, colleagues, clients, followers, fans….. everyone who always gave me a high-five with every step forward. Man, it’s true, you can’t do it without that kind of support.

 

Is KMart Abusing Employees with No Time for Thanksgiving?

This is just a quick poll to get your opinion on the insanity around Black Friday.


In case you aren’t aware, KMart recently announced they were opening at 6 am on Thanksgiving and remaining open for 41 hours through Black Friday. I tweeted them about it and later learned this is their standard reply for any negative social media comments around this decision.

@KMart replied:

“Our decision to extend hours is based in part on fdbk from our Members, who sought more flex holiday in-store shopping times.”

This is a case where the customer is not always right. Businesses must consider the impact on employees.

Huffington Post has a screenshot of a Facebook thread with this discussion.

As a Retail Career Dog, I remember that Thanksgiving and Christmas Days were the only 2 days a year I could promise my family I’d be there. Not the case for today’s employees… Soon they’ll be open on Christmas Day. Oh, wait, I think they did start that in 2012… :(

(Note: Sorry to pick on just you, KMart. Yes, I know many retailers are open on Thanksgiving. But that doesn’t make it right in a day and age when family ties are so fragile and family traditions that help hold them together are disintegrating.)

Are Marketing Pundits Defining Social Media Without Consideration for Small Business?

Empty ConversationIn my experience with new clients, I sometimes wonder how it is they are so far behind in understanding social media concepts. But then, I sometimes can’t fault them.

  • Uncertain platform choices
  • The demise of some platforms.
  • Social media best practice content purposed primarily toward larger businesses and corporations.

Add to that the unspoken secret among experienced social media users – there truly is a long learning curve before the ROI kicks in with any social media.

Now for the bright side.

You’re a small business owner. You are successful because of the relationships you have with your customers. Sure, product has a say in your success, but it’s how you deliver on product that ultimately leads to your success, right?

So. completely forget everything you know about traditional marketing when you sit at your technology board of choice. Put on your on-the-floor sales hat and remember how you approach customers walking in the door. You’re not like the chain stores that bark hellos at you the moment a customer enters. YOU approach your customers in a relationship building manner.

You greet them, engage in a little chat, draw them into conversation around their needs, educate them on how to best get those needs met, offer suggestions on what you can provide toward those goals, fulfill with product or service, deliver, and follow-up on satisfaction. You do this while maintaining consciousness regarding their needs, not yours. Why? Because you know satisfaction is key to repeat/referral business.

Ok, now simply use exactly that strategy in your online content implementation.

Yes, it really is that simple. If you still have a hard time wrapping your head around that, work it in reverse. Think clearly about what you would NOT do on the sales floor. Then don’t do it on social media!!!

Best example? While you may have displays with a call to action firmly in place, you still do not verbally approach customers with a call to action. Then why do so many social media users do that in their updates? Because they are thinking of social media in the context of traditional marketing which is primarily focused on enticement and calls to action. Stop it!