This blog was originally supposed to be about social marketing, but as you will notice the title doesn’t say anything about social anything. Why? I believe marketing is now inherently social and slowly, business on the whole is moving in that direction as well. As this happens, the entire landscape of business will continue to shift. How businesses interact with employees, partners, and customers is changing, and not for just B2C businesses; all of those B2B companies out there will have to keep up also! I love the graphic below, mainly because it seems like such a natural progression when looking at where we are now. (More on this diagram at:Social At Scale Blog) *I love the people at www.sprinklr.com.
Businesses are being forced to become more and more transparent in order to stay in the good graces of consumers. This is true social responsibility at its best, and it's about time business was held to a higher standard. Okay, let’s move on. I have learned a few things about marketing and business that I feel are truly important and I would like to share them with you. Please enjoy my 7 seriously simple points below, oh, and please leave a comment and share… don’t forget to tag me @CandieMitchell!
You know that part in the Aladdin movie where the genie (Robin Williams) says, "Beeee Yourself!" to Aladdin, trying to remind him that he was good enough for Jasmine? Well, that is number one on this list for a very good reason. When I connect with someone online, I want to know about them- not who they want to portray. Of course we all want to share the best of ourselves, but keep it real! If you are pissed at Delta (@Delta,) tell us all about it. If you think the Wounded Warrior Project (@wwpinc) is a great charity, tell us that too! Over time as I get to know you, I will also be interested in what your business is doing, all about your employees, and your culture. There is a circle that social has created. It has changed the face of marketing forever. I don’t want your brand to connect with me on Facebook to sell me their stuff; what I really want is to know what your employees like to wear on casual Friday and what they do to unwind as a team- that is interesting and helps me get to know who your brand really is. I can then understand why your business does what it does- that is where the relationship blossoms. I want to know who your brand is first… so Beee Yourself!
You write blogs and create useful content right? Well if not, you should (that's a whole other blog.) But moving one step forward, you should share that good stuff over and over. If you write content that is really useful and helpful, although some of it might get dated, there is some that will be good for months and months to come. Share it over and over. Remember, you may follow 500 or 1,000 tweeps on Twitter, but so does most everyone else. And what are the chances that they will see your blog pop up ONCE? Not too great I'm sure. Share your content again and again… just don’t spam us, that's a big no, no!
Just treat people right. Remember that person on the other end has opinions and feelings also. Be kind and treat people with respect; especially if they are a customer or potential customer. Social media is word of mouth on steroids. Help it work for you, not against you. I think it goes without saying that this rings true in face-to-face daily business as well as online… yeah, I shouldn’t have to even write that one here.
Giving honest feedback or an honest assessment, when asked, goes a long way. People using social media remember honesty, or the lack of it. And in everyday business, this is exactly the same; your customer wants to know you have their best interests at heart. Be honest even if it means you won't make as much money, this never goes unnoticed. As Einstein said, "Not Everything that counts can be counted, and not everything that can be counted counts."
Being memorable is easy when you are helping someone. Offering a valuable introduction or sharing useful information shows them you truly care and are not just "in it for what you can get." Put yourself out there once in a while; the rewards may not be tangible, but it sure feels good!
Don’t assume people know what you need. Don’t assume they will share your content or connect you to people who can bring business your way. Ask them to talk about your content and ask them to have a conversation with you, and ask them to connect you! It's so easy and you will be surprised at how many people will reply and actually lend a hand! Marketing never has been a "if you build it, they will come" system, and even today, with the numerous platforms we use to connect, it still is not. But it is easier now (since almost everyone is online) to direct people to the content, websites, and social platforms that you are using- heck QR codes merge the physical and online worlds- which makes those face-to-face interactions payoff online also.
Never, ever give up. When you feel like the whole world is talking and interacting without you, keep going, keep sharing, and keep giving. Relationships take work and online relationships take even more work. You are building trust and rapport with people who cannot see you or talk to you in person. You have to be there for them, every single day, or they will forget you. I have back up on this one. Alex Morrow, our Director of Solution Sales would agree that she knows first-hand that building relationships is hard work. You have to be there all the time, day in and day out, staying in contact and available to talk whenever someone needs you. Ruthless persistence pays off in this new era of social business- I promise. If you don’t believe me read my last blog: A Not So Typical List Of Reasons to Use Social in Business
Director of Marketing
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