Marketing is Supporting

Marketing is Supporting

Marketing
Marketing today is as much about supporting people as it is about changing their minds. In a blog post recently (which you can read here), Mark Schaefer “politely” disagrees with something from Seth Godin's latest book, This Is Marketing: You Can't Be Seen Until You Learn To See. I previewed some of Seth’s book online, but I haven’t read it in its entirety. According to Mark, though, Seth writes, “Marketers make change.” Yet Mark feels differently. He feels that marketers should be “coming alongside” customers, not changing them. I think they’re both right. I think that by supporting our customers, clients and constituents, we have a better chance of wining them over and earning their business. Frankly, I have always agreed with anything either of these iconic, grandmasters of marketing…
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Age Doesn’t Matter on Social Media

Age Doesn’t Matter on Social Media

Branding, Marketing, Social Media
Age doesn’t matter on social media. In a recent issue of AARP The Magazine, there’s a series of profiles on “older Americans” who are crushing it on social media. People like Lili Hayes, Scott Wadsworth, Herbie Russ, Irvin Randle, Judith Boyd, Angie Schmitt and others. These people are looked up to like rock stars and celebrities on YouTube, Instagram, Twitter and Facebook. They’re influencers and authorities, thought leaders and entertainers, gurus and trendsetters. And yes, they’re all over 50 – like me. Age doesn’t matter on social media. Age shouldn’t matter anywhere. Nobody should be looked at differently because they are older than you. No one should be judged, stereotyped, underestimated or treated unfairly because of their age, young or old. There are no boundaries to talent and ability. There…
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My Renamed, Redesigned and Reimagined Blog

My Renamed, Redesigned and Reimagined Blog

Blogging, Marketing, Social Media
I wrote the first post on my blog more than 15 years ago...on February 17, 2004. And...it’s still here. Yup, that very same blog. I started my blog - yup, this blog, in a somewhat different incarnation - about marketing thanks to David Hazeltine, who was my boss at the time. He placed his trust and confidence in me, and for that I will be grateful forever. I was writing my blog long before most businesses and brands had one. I was speaking about blogs and social media to audiences who knew very little about these newfangled means of communicating online. I think everyone in business today should have a blog, certainly anyone in a leadership position. A blog is an extension of who you are as a professional. It’s…
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Your Brand Is Not What You Say You Are

Your Brand Is Not What You Say You Are

Branding, Marketing
If you think you define your own brand, think again. Your customers, clients and connections define your brand. They say what your brand is, not you. Do you practice what you preach? Do your actions match your words? Do you not just talk the talk, but walk the walk, too? The best brands among us live, breathe, work and play what they say they are day in and day out, time and time again. They don’t rest on their laurels. They don’t ever stop evolving. They listen to their audience’s feedback and don’t just meet but exceed their expectations. Whatever they have to offer – products, services, advice, support, you name it – is always more than appreciated by those on the receiving end.
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Don’t Be a One-Trick Pony on Social Media

Don’t Be a One-Trick Pony on Social Media

Branding, Marketing, Social Media
Don’t be a one-trick pony on social media. Unless it’s the only place your audience can be found, don’t spend an inordinate amount of time on just one channel at the expense of others. LinkedIn, Twitter, Facebook, Instagram, YouTube, etc.…you want to be working the crowd in a multitude of places. You want to be diversifying your efforts. Once you've tested and learned where you get the biggest bang for your buck, you want to focus there, of course. But you don’t want to overlook the importance of having a presence elsewhere at the same time. You never know where you’re going to get the most traction down the road. You may think you’re getting good results where you are now, but you have no idea how many opportunities you…
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When Social Media Catches Fire

When Social Media Catches Fire

Branding, Fyre Festival, Marketing, Social Media
No other media comes close to social media’s potential to build buzz almost instantaneously and amplify content to the point where it goes viral. I recently watched the Netflix documentary, “Fyre: The Greatest Party That Never Happened,” and found it to be as exasperating as it was entertaining. So many people were hurt in so many ways, especially financially and emotionally. Not only did a group of popular celebrity influencers promote Fyre Festival on social media, but music fans who shelled out big bucks to attend this epic flop used social media, too, to get the word out about their miserable experience there. Yup, social media can giveth and social media can taketh away. For better or worse, social media can catch fire. Use it with care. Use it for…
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Selfies on Social Media

Selfies on Social Media

Branding, Marketing, Selfies, Social Media
Look all around you. Selfies are being taken everywhere. People are taking selfies at ballgames and concerts, at the beach and the dinner table, while parachuting and ziplining, in voting booths and business meetings. Selfies are ridiculously popular in the era we’re in, a time when technology and culture have collided to make sharing pictures online both easy and customary. Businesses and brands would be smart to capitalize on this trend, if they are not already. Selfies are a great way to engage not just your employees and colleagues, but your customers and prospects. Look all around you. Everybody likes selfies.
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Rock Your Audience

Rock Your Audience

Branding, Business, Marketing, Social Media
I recently saw a ridiculously awesome movie, Bohemian Rhapsody. You know the story. It's about the legendary rock band, Queen, and their late, great lead singer, Freddie Mercury. There's a scene in this movie in which the band is developing the idea for their song, "We Will Rock You." You know the song. They wanted to engage their audience. They wanted their fans to be part of that song. Watching that scene and listening to that song gave me a thought. As it was for Queen in playing that song, it is for all brand and businesses. You want to engage your audience. You want to involve them in whatever it is you do in some way, shape or form. You want to rock your audience.
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