Wait! What? You're not using Twitter Spaces yet? My students and I hosted a Twitter Space recently, and it was such a ridiculously awesome educational experience. In hosting this Space - a discussion about what's new in social media - we built a community, we positioned ourselves as thought leaders and we learned a lot from those who partook in this public conversation online. Hosting your own Twitter Space is a great way to engage with your audience and develop long-lasting, mutually beneficial relationships with like-minded professionals. See for yourself. Host one today.
There are four Ps of marketing...product, price, place and promotion. All are equally important. When it comes to retail marketing, though, there are two additional Ps, presentation and personnel. How you execute with regard to all these Ps can make a difference between success and failure for your brand or business. Many retailers are struggling in this day and age. Are they focusing enough on the two additional Ps, areas where they could possibly establish a competitive advantage over the competition? Amid COVID and a marketplace in which the only constant is change, nothing is easy today for brick-and-mortar stores. That's one reason why we're seeing more and more empty store fronts on main street. That's one reason why more and more retail is going etail.
If you're using social media the way you use your other marketing channels, you're making a big mistake. Social media marketing is a two-way street where you should be engaging with your audience members, listening to them and even making them the center of attention, not your products and services. The more they see that you care about them as human beings, not customers and prospects, they'll be more likely to trust you and - when the opportunities arise - do business with you.
Do you know the song, We Will Rock You, by Queen? Of course, you know the song. It was written by Brian May for Queen's 1977 album, News of the World. It was featured in a great scene in the movie, Bohemian Rhapsody. It provided Queen with a ridiculously awesome opportunity to engage with their audience. I used that song in my marketing class recently as an example of the importance of engaging with your audience as a brand or a business. The more those on the receiving end of your messages are involved with what you have to offer, the more likely they will be to support you. Stomp, stomp, clap...
In marketing, how do we build trust with our audience? In a word, empathy. We walk in their shoes. We see things from their perspective. We feel what they feel. In fact, being empathetic is one of the keys to success in business, generally speaking, and in life itself. When we show empathy for others, we tend to be more understanding, kind and compassionate. People appreciate those who are empathetic towards them. It's a win-win all around. I am sure Pat Timmons, M.A. would agree with me. He wrote a book on this subject, after all, a ridiculously awesome book called Feel Something: How to Embrace Empathy and Build Trust with Your Audience. His book is both insightful and inspiring, a book I would very highly recommend. Patrick Timmons
In a recent blog post, Mark Schaefer wrote about Five Things I Would Do Differently If I Were Starting Over, one of those things being to place "more intent on the personal brand." That's saying a lot, coming from someone who has such an extraordinarily strong personal brand. Mark is renowned far and wide for his marketing expertise and knowledge, his teaching and public speaking, his books and blog. If someone as conspicuous in their presence online as Mark is thinks he could place more emphasis on his personal brand, what about you and me? That's saying all of us could benefit from even more personal branding. Thanks, Mark, as always, for the words of wisdom.
In this episode of the podcast, Bob Cargill's Marketing Show, I have a conversation with the multi-talented, super successful entrepreneur, Morissa Schwartz. We talk about the different businesses she runs and how she uses social media so effectively to stay in front of her constituents. At one point during our chat, I praised Morissa for being so positive and nice to others, and she said she was asked recently about how she keeps up her productivity, and her answer was, "By staying positive and keeping an upbeat attitude." She said, "The byproduct of being positive is being more streamlined and things going more smoothly." She added, "Being nice to people, being positive...they're so rewarding in so many ways." Thanks, Morissa! You're such a very positive role model for so many…
If I were a CEO or CMO, this is what I would do right now... Take every employee in my organization. Train every one of them to use social media. Ask them to use social media on behalf of our brand. Provide them with incentives and rewards for doing so. The results would be significant. Not only would they be learning new, invaluable skills, they would be helping to get the word out about my business to a much larger audience. They would be making an additional contribution to the success of my company. The results would be a win-win.
Over the course of the next few months, I'll be sharing quite a bit on social media about my forthcoming book, 20 Jobs, 20 Lessons, a memoir about my career in marketing so far. We're putting the finishing touches on it right now, aiming for a publication date of sometime in March, give or take a few weeks. In this video, I share a few extemporaneous thoughts about how it has come together and what you can expect if you read it. To be notified when it becomes available, just visit here, where you can leave your name and email address. Thanks!