Opening the Non-Marketing Playbook for Social Mobile Buzz

PLAYBOOK

I literally talk to hundreds of business owners a month and it is no surprise that each is looking for way to increase market share and grow the reputation of their business or organization.  I must admit I’ve seen some innovative strategies and of course some that leave a lot to be desired.  However, I’d like to share the strategy of Social Mobile Buzz Marketing & Communication with you.  Seriously, I’m about to open up my play book and share the goods behind our brand.  Why would I do this?

A)  Because it works and it’s good and B); We need more businesses leaders doing good things.

The marketing strategy for my company is simple.  Never market. Instead, care, contribute and make it easy for others to see you doing it.  Let me explain. All too often businesses think that if they just put their products in people’s faces enough the more likely they are to buy them. OK…so there is some  truth to this (it’s all old school though and based on a TV marketing model) and there is huge value in brand awareness.  However, I’m not only talking about brand awareness here.  I’m talking about creating meaningful experiences and relationships that establish you as a leader and generate new business because of who you are and how you walk in the world as opposed to how good your “take away close” or product  actually is.

So what does this looking like? 

Step 1: Find an issue or cause that you love and is in alignment with your business. Keyword: “alignment.”  For me, I’m super passionate about international affairs and supporting businesses that are seeking markets abroad and desire to be involved international…And it just so happens that this is a part of my firm’s service offering.

Step 2: Allow your staff and/or yourself (if you’re solo) to not just get on a board (which isn’t a bad idea) but to truly lead a worthwhile initiative on a local, state, national and/or international level. It has been my experience that that supporting initiatives on at least three levels simultaneously is the most effective.

Since, I’m passionate about international relations, I have recently directed the resources to my firm towards informing my city about the role on international affairs and its impact on local business by hosting a community event and inviting a speaker from the U.S. Global Leadership Coalition to speak to local business owners, NGO’s and veterans.

Step 3: Get busy doing the work. This is the most important part because this is where new and meaningful relationships are built.  By engaging and enrolling people in the vision of the opportunity you are creating, you will establish deeper relationships with stakeholders you might not engage regularly (past customers, venders, channel partner, competitors, Facebook fans, Twitter followers, YouTube subscribers, the media, etc).

My project with the USGLC has introduced me to an entirely new world of people and organizations that share my interest in international business and international affairs. The relationships I have been able to forge as a result have been deep, meaningful and mutually beneficial.

A Word of Caution

I want to caution those of you that are simply looking for your next “sales and marketing tactic.”

Let me be clear. That is not what this is about.  If that is your mindset, stop reading this now and go back to making cold calls.  I promise you, if your intentions are anything less than honorable this level of engagement with the world will backfire on you.

Everyone can spot an opportunistic phony and people generally don’t take to kind to them (in my southern accent).  Obviously, if questions about your business come up, address them but don’t fish for them.  In fact, it’s even ok to even schedule a time to engage further with someone interested in your business.  However, your goal it to keep the main thing the main thing and that is caring for others through your initiative and making a genuine contribution to all connected to you.

If you focus on contribution you will find that you feel happier, have an overflow of energy, are more connected to the world, and new opportunities will overtake you.

Learn more about how to attract amazing opportunities by not chasing them in my latest book “My Now Entrepreneur”

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Social Media and Mobile Marketing for Florist

ASFA Shoe Flower

Today I had the opportunity to speak at the 2012 Arizona State Florist Association conference in Phoenix about how retail and wholesale florist could use social media to grow their businesses both locally and internationally. There were a number of current and future American Institute of Floral Designers (AFID)in attendance, to include Tim Farrell of Farrell’s Florist in Drexel Hill, PA and Telaflora.

I must admit that I had never explored the floraculture industry until I began to prepare for today’s event. However, after all of my research and having several good conversation with a number of designers I must say that I am pretty impressed with the creativity and business savvy required to be successful.

The slides from the presentation are below. While they don’t capture the full level of engagement I had with the audience through music, good humor and text polling. They do provide a good amount of advice and insightfor florist that are looking to grow and expand their shops.

Additional Information:
Top Exporters of Flowers
Holland
USA
Italy
France
Germany

Top Importers
USA (Largest Supplier – Colombia)
Holland (Largest Supplier – Israel)
France
Switzerland
Great Britain
Belgium/Luxemburg
Sweden

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Social Media and Mobile Marketing in Lima, Peru

Delfines Hotel, Lima

The South American economy is growing and the interest and demand in social media and mobile marketing is growing with it. Here are a few thought from my trip to Lima this week

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Social Media Used to Search for Isabel Celis

Isabel Celis

Isabel Celis

Isabel Celis was found missing a week ago when her parents went into her bedroom only to notice their daughter was gone and the screen was missing from the window of their Tucson, Arizona home.

In an effort find Isabel, many citizens and businesses owners posted flyers and told neighbors. Most of these flyers contained information about a $50,000 reward for finding Isa and used QR codes that drove mobile users to a website with information about the young girl.

Tucsonans also used a number of social media sites like Facebook, Twitter and Pinterest to let others around the world know that Isa was missing. Within hours of the news story, post with pictures of young Isabel went up across the social graph.

In addition to a number of YouTube videos created, as police wound down their search efforts, one group of musicians “The Flight Team” released a music video entitled “Bring Isa Home.” So far the video has been seen more than 22,000 times. View the video below and share it with others.

Isa we miss you and we wait for your return. #BringIsaHome #Tucson

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Internet Marketing Trends for Small Business Leaders

I recently spoke to a group of small business leaders in Tucson about internet marketing trends.

What other trends do you feel are important in the ever changing world of internet marketing?

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Create an Avatar of your Favorite Customers

Avatar_Image

Often times when meeting with new clients I ask them to describe their target market or perfect client. The answers I get range from “everybody” to small businesses owners on the “North-side” of town. As a business newbie we’ve all said something like this. However, if you ever want to make it to become an “oldie” I’d recommend never repeating it. If you want to be laser focused in your efforts to attract the right clients for your business I’d recommend creating up to 3 Avatars or personalities of your target market and directing your marketing specifically to these individuals.

I’ve known this concept for awhile but recently decided to take it on after hearing a talk by Paul Lemberg  at the Social Profit Formula conference in Phoenix, Arizona nearly a week ago.

In less than one week I have effortlessly attracted 3 perfect prospective clients without even looking for them. Why? Because my intentions were crystal clear about what I was looking for. Additionally, I am now able to share my Avatar with others so they can make the best referrals. Lastly, and best of all I get to save time and energy by not wading through the hordes of individuals who simply aren’t a good fit.

Surprisingly, my perfect Avatar was not at all who I thought it would be. This was very eye-opening and caused me to rethink my marketing efforts. Which as I mentioned has worked like a charm.

Below is what I did to create my Avatar. Follow these steps to create your own.

1. Review the records of the customers you’ve worked with.

2. Make a list of 6-10 that you absolutely enjoyed working with. The clients I’ve enjoyed working with the most were very positive, eager to learn, took action, and best of all they didn’t haggle over pricing because they could afford my services.

3. Create a personal and professional profile for each of these individuals based on the following:

Professional

  • Industry
  • Company size
  • Gross Sales
  • How they interact with company
  • How their employees and peers view them
  • Problems they need solved

Personal

  • Age
  • Sex
  • weight
  • Race
  • Hobbies
  • Political preferences (even if you don’t agree)
  • Cars they drive
  • Marital status
  • What inspires them
  • What keeps them up at night

4. Find or create a picture of your Avatar.

5. Give him/her a name and personality.

6. Repeat steps 1-5 two more times.

7. Design marketing materials to focus on your 3 Avatars.

8. Share  your Avatar with all who ask you to identify your best customer.

Here is an example of one of my perfect Avatars (If this looks like you or someone you know visit SocialMobileBuzz.com to learn more about how I can help you grow your company with social media and mobile marketing.)

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GaggleAmp helps Organizations Promote Themselves through Stakeholders

GaggleAmp-

Everyone has been talking about Google + and Facebook’s new timeline so much these days until most have missed one of the latest innovations in increasing social  Brand Awareness; GaggleAMP.

Google AMP is a tool designed for brand managers and marketers looking to increase exposure by way of organizational employees, vendors, political, supporters, donors or customer networks. The organization builds a network and the people associated with the network amplify the messages pushed thorough it by posting and retweeting company info to their friends and connections on the various social networks. The idea behind GaggleAMP is to make it easier for an organizations  stakeholders to participate in the promotion of that organization in guided fashion.

The stakeholders who agree to promote the company simply sign up to be apart of a “Gaggle” on GaggleAMP and start posting messages. They can even receive emails telling them when they have a message to share.

I exepect to hear more about GaggleAMP in the coming months.  This technology has the ability to help small and midsize companies gain a competitive advantage when it comes to increasing brand awareness because it helps them more strategically tap into the relationships they already have.

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Marketing Beyond the Trance of Scarcity

Trance of Scarcity Book

I recently started reading the book “Trance of Scarcity” by Victoria Castle as a part of a reading circle at the Center for Spiritual Living in Tucson. Since choosing to become a full-time entrepreneur in 2006 I have seen many ups and downs in business.  I know what it means to work really hard and stay focused and play even when I don’t see results or feel well.  I did this for several years and while I did see some business growth I always knew, that it was limited when compared to what I believed I was capable of.

Over the last year or so I have change may game plan a bit.  I have been making an effort to just relax, be happy, love my family, take vacations and enjoy life regardless of what the business was doing or not doing.

Please don’t hear this as “I decided to neglect my business” I still did all of the basic things I needed to do to run and promote my business. However, this time I did them from a place of joy and not obligation or fear.  When I would get out of this flow I would get back in by focusing on all the things I was grateful for.

The results have been amazing. I hired and contracted several employees this year and my marketing company Social Mobile Buzz is growing like a weed. While I do my best to practice my own marketing rules, I must admit that my largest business deals have come in spite of them.  I have shared how I have been creating these results with a few of my clients.  However, as of today, I will be making this message an even greater part of my consulting process.

Victoria’s book is a  great tool to support this mindset. I am very grateful that she took the time to write a book that provides such clear instructions on how to remain in the flow of abundance.

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Setting Goals and Measuring Success with Social Media

metrics


I often meet with clients that want to set up a Facebook or Twitter account. When I ask them how they plan to use it they usually have no clue or jokingly say, “I just want to get more business or sale more products.” While this may be a statement spoken in truth. It warrants further discussion.

While there is an economic value to social media, without clearly defined goals it is difficult to measure one’s success. Here are few goals businesses often have for their social media plan.

• Brand awareness
• Lead generation
• Community building
• Customer service
• Employee Recruiting

When it comes to measuring the accomplishment of these goals you may want to consider measuring milestones that indicate success. There are a number of variables that can be measure. For example. If you wanted to measure brand awareness here are just a few metrics you may want to monitor.

• Number Facebook Page or Ad impressions and “Likes”
• Number of Facebook post shared
• Number of Facebook comments
• Number of mentions regarding your brand across the web
• Number of Daily Website & Blog visits
• Number of Blog comments
• Retweets with link to blog article
• Number of Google, Yahoo, Bing, Yelp, reviews

The great thing about social media marketing is unlike many other form of marketing, it can be tracked an measured in real-time. Facebook Insights, Google Analytics, and Google Alerts are great tools to start with. Best of all they are free. As you advance in your social media marketing you may want to consider using paid tools to measure your performance.

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What is a Brand?

It-is-important-to-know-what-the-brand-is-for.


The concept of a brand is very large and in many ways esoteric. However, I like to keep things simple. A brand is simply a promise or guarantee of uniqueness made to a customer. The best brands are those that communicate their uniqueness so well that when you think of a type of product or industry their name comes to mind.

Here are a few examples, when you need to blow your nose, you ask for a Kleenex. When you need a copier machine you ask for a Xerox. When you need to do an online search you “Google it.” These brands have been so well positioned in our minds until it is almost heresy to consider another product in the category they dominate.

Coca Cola is and anther great example. Have you ever wondered why it is called “the real thing?” Two words, brilliant branding. This phrase begs the question If Coca Cola is “the real thing,” what is everything else? The logical answer to this question is everything else that is not Coca Cola is a knock off, a fraud, a fake. Why? Because Coca Cola said so…over, and over again and so do all the people you know.
The last statement brings me to another point. While companies do their best to create and influence their brand, the people have the last say.

In the 70’s before Toyota became an industry leader in quality and sales, If you were to ask an American what they thought of Toyota or Japanese cars, most would say that they were an unreliable piece of junk. No matter how much they spent on advertising “Piece of Junk” was indeed their brand. Why? Because based on their experiences, this is what the people concluded and held in their conscious and subconscious mind.

As a business owner, speaker, consultant or coach you must consciously create your own brand. What unique promise will you make to your customer? What can they get from you that they can get nowhere else? This is your brand.

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