Posts Tagged ‘Social Marketing’

Sometimes We All Need A Reminder About Simply Addressing the Buyer’s Problem

January 7th, 2014

Look, buyer adoption and problem solving as core approach versus product education and market evangelism is not easy. Sometimes we even need to be reminded of why this is so critical and so powerful. I got a call last week from a friend who is working with a technology company looking at doing a new product launch. They wanted to leverage social marketing to boot-strap their launch. We spend so much time on the complexity of our client’s disruptive technologies that I forget that sometimes it is about simply being a better way to build a market.

We, Social Gastronomy, are better at building markets today because we have built upon our experience doing it the traditional way for a lot of years. I was researching marketing over the web for an advertising firm in 1994. The internet class gave out disks with Netscape release .9 beta. Not sure which is scarier – how long ago in regards to Netscape or the fact we used to call it advertising. We funded the start of Social Gastronomy with a couple of engagements with myself as acting part-time CMO for several start-ups and Joanne doing the social marketing execution. I have been bootstrapping early stage technology companies marketing almost my whole career. I started with fax marketing in 1993. When digital marketing was just fax; pre-internet, pre-email. The communications technologies may evolve, the buyers have gotten much smarter, the information may have gotten more overwhelming, but at the end of the day; we are in the people business. We are here to help understand, connect with, and assist our buyers in solving a problem. Whatever problem THEY think they have. Sometimes, you just have to step outside of your box and remember it is about their problems and their context. So here is a part of my response to how we can help bootstrap a market launch…..

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The Problem We Solve Defines Us

December 6th, 2012

Sometimes, what you sell isn’t what they want or need to buy.

We knew we had an adoption problem over the spring and summer. We were on our 2nd iteration of business model which was about six months old. We were getting good results from the social marketing services, but were as frustrated as some of our customers as to expectations of outcomes. It was just taking too long to get the traction and we had lost some customers to their expectations of immediacy that we weren’t capable of delivering. We were too dependent upon them to “help us help them” to understand the problem they solved for their clients. Never a good business model to be dependent upon clients for their own strategy. Never a good business model to blame the client for the lack of success either.

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Where Are You in the Social Marketing ROI Spectrum?

August 17th, 2011

Social Media is Dead, Long Live Target Marketing

August 10th, 2011

I have spent the last couple of years evangelizing social media and its various flavors; social business, social marketing, enterprise community, social CRM, etc. I can officially say that the “newness” is over, kaput, finished, and has officially kicked the bucket. If you haven’t “done” social media by now, don’t bother. In some markets, we are seeing so much content being generated, you might as well go back to pumping out press releases and spamming email lists as you will have better odds of getting someone to respond. Having a twitter, facebook, linkedin company, etc account does not buy you anything. Worse, if you spend a ton of money with your agency on these free accounts, you are throwing away good money.

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Direct Marketing and SPAM: If you are not an approved IP address, you can’t message to this server

June 8th, 2011

Email email email Its amazing how many BtoB marketing communications, direct marketing,and demand generation firms claim that they do social marketing as well as the 50 other things that they drop on their list of “specialities”; “We do SEO, website building, marketing automation, demand generation, telemarketing, lead qualification, marketing analytics, web content development, and SOCIAL MEDIA MARKETING.”

Ok, after reading 50 of these websites, I am not even sure what social media marketing is…. I gather that they think it is Linkedin, Twitter, and throw in Facebook for good measure. Oh, throw in videos, blogging, podcasts, and webinars to be safe… Oh, also throw in our standard suite of services and something about ROI. Then let’s connect to everyone like crazy on twitter and make sure that we blog on a regular basis, show up to a bunch of marketing events, and put out a couple of press releases.

In truth, most of them don’t really know how to create inbound lead generation from social marketing. It isn’t easy, actually in many ways much harder than traditional marketing. It is a lot easier to load up a database, create a newsletter, and watch the “opens” rate and the hits to the websites. Oh, and add the ubiquitous, connect to us on (pick your platform) widget at the bottom next to the “do not contact” link.
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