Send Message
Add to network
Sponsor this member
Make an introduction
Give referral
Send compliment
Bookmark
Share 
Here's another - never assume that word of mouth (WOM) doesn't move mountains.
For that reason alone, consider who knows who, who provides the health insurance in the family, who is a big contributor to someone's fundraiser that also is their connection to other contracts.
Yup, let's not be derogatory of our neighbors with the big house and fine trimmed lawns, corporations.
And let's be careful who is calling themselves a copywriter, and who is one.
Along that same vein, let's consider the new rules in the new economy in the new social media marketing.
Q: What numbers above defy what we now know works for marketing?
A: One through six. All of them assume that you should be broadcasting your message. Even when the point is valid, it is negating by this form of communications. Let's look deeper.
1: Assumes a One Off contact. How about building a relationship through social media? Let them see you again and again. Get to know them, something about them and talk. Just like we used to do when our downtowns were filled with store fronts of people who all lived in communities. The "pro"sumer knew where they were at. They did not need to be aware of the name, image, or logo at all. They were at Joe's outdoor store, Millie's computer's...
2: If you use all possible formats to appeal to the most people possible you will: A: Make yourself crazy. Why not just be yourself, be who you are? You are what you do. Enjoy that. Be that. Do that. Don't spread yourself too thin trying to be all things to all people, even in your marketing. Take time and think about the people who use your service. And gasp talk to them to find your best core <shudder> format. B: "format." That's corporate speak (two, not one word). That's corporate think. No wonder #2 has so many issues around it.
3: Don't offer a free anything. That's almost creepy. Just help people and talk about the common interests. If you have an earth moving business, take the pebble out of the shoe of a child. If you have a webhosting business, explain to someone trying to set up a blog what the difference is between cloud and network hosting. Build friendships and relationships build themselves. Use searches and monitoring in social media to find these people everywhere. LinkedIn is a start. Answer questions there. Then, search twitter for questions people are asking. Use your blog, use the tools that are out there for this exact purpose.
4: My attention left the room before I finished reading this one. Broadcast in the first degree. What makes you think people must "do" anything when they see your marketing? Oh yeah. Because you're thinking the corporate use of marketing, not the social capital (Tara Hunt, the "Whuffie Factor" ) use of relating to people.
5: SEM (search engine marketing) at it's worst. Yeah, drive everyone to your "we only want your money" page, and you'll drive everyone away. Really what is the issue here: Helping people find what they are looking for, or trying to force the horse to drink? You think that the WOM that comes from such an experience will create a good will image for you?
6: Why wasn't number six alive and well in numbers 1-5?
It's about the conversation. Remember that when creating your marketing plan strategies and tactics -What you want to happen, why you want to do things, and how you will do them in your "marketing." Look at the different ways others are successfully doing it - not just claims of success, but community consensus - and model. Ask them how. They will love to talk to you, because they are successful. And model after that.
