This episode talks about gender differences, but also goes into generational differences among women and what that means as far as using social media with different audiences. Why do you need different strategies when talking to Gen X and Boomers? Is social media marketing wasted on Boomer women? Give it a listen…

(The podcast is about 30 minutes long. If you want the condensed version of this great content, head over to the Diva Marketing Blog and scroll down)

I’ve resisted the whole social networking scene (MySpace, Facebook, etc.) mainly because I never had a clear explanation of how to use it properly for business networking. I mean, sure, it’s great for finding friends, building relationships with people who are interested in the same things you are, sharing ideas…oh, wait, that’s what pull-marketing is all about.

So, it’s time. I started with LinkedIn because it’s well-known as a business platform. It’s fairly static, though, not a lot of action going on.

Then I read this post by Shama over at After the Launch. Check it out, it’s a very clear "how-to" on using Facebook to promote your business. As soon as I hit "publish" on this post, I’m heading over to join the conversation. Anyone want to join me?

He also said he hired a few different copywriters to just "do it for him." He figured they knew the secret and would just automatically use it in the materials they produced for him. Again, he paid thousands of dollars. His results? Zero! Zip. Nada.  Not a single call.

Now, you may be thinking "Geez, he must be in a real loser business." But that’s the thing, he’s not. He’s already succeeding very nicely (over six figures), but he knows he could be doing better if he just had The Secret.

Last week was not the first time I’ve heard this. In fact, I hear it all the time. People think if they aren’t doing as well as they’d like, there must be some elaborate cover-up going on. Somewhere there’s a sure-fire system for success–whether it’s in business, or politics, or weight-loss, or smoking-cessation, or whatever–and all they have to do is pay someone enough money to share it with them.

If you’ve been thinking this about your business and marketing, today’s your lucky day. ‘Cuz I’m gonna spill the beans right now. I might get in deep trouble for this, but I don’t care. I’m tired of people feeling helpless when it comes to marketing.

Here it is…you ready? Got a pencil?

To succeed in marketing your business you must have 3 things:

*The right message

*To the right people

*At the right time

That’s it.

That’s the big secret all the gurus are peddling for 10 Grand a pop.

Impressive, huh?

So, all sarcasm aside…if you target your message to exactly the right people at the right time, you will succeed beyond your wildest dreams. You can do it yourself, you really can.

But if you don’t know exactly the right people or exactly the right message or when to send it (or you just don’t have time to do it yourself) by all means hire an expert. Let someone who knows what they’re doing craft your marketing for you…

Just do yourself a favor, don’t hire anyone who doesn’t prove to you they understand and will use this 3-step formula!  They may describe it in a different way, but they must understand the basics.

You have the power now. You know the secret. Which means when you go out to hire a consultant or an agency, you know what to look for.

  Feels good, doesn’t it?

I think the term BtoB can be misleading. On the one hand, you have a business selling products to other businesses (thus the term.) However, you’re still selling to people.

It doesn’t matter if you’re selling software or soft-serve ice cream machines, the one you’re trying to reach is a real live person with the same feelings, emotions and needs as any customer in BtoC.

The new marketing landscape is all about conversations and relationships. Talking with people not at them. Not only is a relationship-building communications strategy more effective than an impersonal brochure or static website — it’s a lot more fun.

In the past BtoB marketers had to hit the phones daily to keep those prospects moving in the right direction, but Web 2.0 technology and New Media have made it so much easier. Bring your customers and prospects on board as part of the team and see what happens to your bottom line.

Here are a few ways to get started:

1) Start a conversation with the intent to help solve the prospect’s problem, not to sell your product. A simple "how can we help you" section or instant chat box on your website sounds a lot more friendly than an impersonal "contact" page.

Let your prospects know they’ll be talking to a real live person by giving an actual direct phone line or email address. If I have to go through a recorded phone tree or send my question to info@yourb2b.com I think I’ll just go someplace else.

2) Keep the conversation going with frequent communications. These can be in the form of blog posts, email autoresponders, a newsletter, or even a phone call. We know it takes up to seven touches before a prospect will remember us or buy from us. But did you know up to 90% of sales can be attributed to well-written, persuasive autoresponders?

3) Make sure the conversation is flowing in both directions. Listen to your prospect, ask him questions and take your time to consider the most helpful answer. Two way communication is at the heart of Web 2.0. When your customer is encouraged to offer insight and comments, he feels invested in your product or company. Think that will make him more likely to buy from you eventually? You bet.

4) Acknowledge when a customer or prospect  has come up with a great idea. Give them the credit and say "Thanks!" Again, you’re reinforcing loyalty and encouraging that customer to spread the word about your great product. You can do this publicly in a newsletter or blog post, and again privately with a nicely worded personal email.

Good manners. Talking to real people. Making friends…

Granddad would be proud.

I don’t know about you but I’d have to say “Never.” At the most, I pick one up, look it over, and if it’s interesting enough, I’ll stick it in my pocket and tell myself I’ll go back and look at it later.

So, how’s that static “brochure-ware” website doing for you? Getting any good conversations going? Making continuous sales from repeat customers?

You can call it whatever you want—engagement marketing, relationship marketing, social marketing, or Pull marketing. It all boils down to one thing, conversations. Gone are the days when you could put up a standard website with “News” “About Us” and “Contact” tabs and expect to bring in customers.

It’s a brave new world out there. Web 2.0 is all about fresh, engaging, interactive content. You spend loads of money and time driving traffic to your site. You cannot afford to let those people get away.

Here’s the freaky part…once they find your site, you have between 4 and 8 seconds to capture their attention and get them to talk to you. Wow. That’s a lot of pressure. But it can be done, if you are willing to forget about the old ways of thinking and try something new.

I’m not talking about a big, shiny, expensive advertising campaign. I’m not even talking about a total overhaul of your website.

I am talking about finding ways to get people’s attention and start a conversation.

There are lots of great new things that get people’s attention—audio blasts, video clips, podcasts, surveys. In other words, New Media. (stop hyperventilating, it’s not that scary!) All these things can be added to your website simply and inexpensively. Including even one piece of moving, talking, interactive media at the top of your website can make a huge difference to your bottom line.

You’ve captured their attention and now they want to read more about your company and what you offer. Maybe they’ll leave a comment, maybe they’ll give you a call, maybe they’ll sign up for your newsletter. All these things are signs that your prospect wants to talk. And that’s the start of a great business relationship.

As in pulling clients and customers to you, rather than desperately chasing after them. Attracting people who are already looking for what you are offering.

Here’s the thing…if you’re chasing your market, or pushing them into buying decisions, by definition you must be standing behind them.

Behind. At the back. They with their backs to you and your products. They with their eyes looking ahead to the future.

Now, wouldn’t it make more sense to be in front of the pack? What would happen if you positioned yourself ahead of your market, pulling and attracting them to you? They’re already looking in your direction, so it’s easier to catch their attention. They’re already seeking for something fresh and new—something just up ahead.

Using Pull-ometry, you as a marketer or salesperson can leverage techniques that will make you the obvious choice for those seeking customers. They will come up over the hill and see you standing there with just the right product or service. Thank goodness! They can stop searching. You’re right there, calling to them quietly and calmly. No excessive hype, obnoxious commercials, or interrupt marketing necessary.

That’s not even the best part. When you’re ahead of the pack attracting those first few front runners to you. Where do you think the people following them will go? The laws of human nature say they will be curious and head over to see what all the fuss is about. They will be pulled to you by the crowd already standing nearby. And how many others will follow? There’s no way to be sure. But you can be sure of this—you’ll make more sales by getting ahead of the pack and Pulling them to you than you ever will by chasing after them.

In the words of the great Wayne Gretsky:

“Most players skate to where the puck is. I skate to where the puck is going to be.”