Why scaling back your marketing can be a good thing.

2010-09-21T12:15:00.000-07:00

No one, especially in the creative business, wants to hear the dreaded words, "we're scaling back". Images of empty workstations and unemployment lines quickly creep into the theater of one's mind. But the idea of 'scaling back' should be looked at as a positive when properly executed.

More often than not, brands and companies (agencies, too!) can get caught in a rut of throwing time, energy and money at tactics that really do not yield the needed results. This 'sticky shotgun' approach ends up bleeding budgets and reduces your overall marketing effectiveness. Because of this, 'scaling back' should be considered as a time to reflect and refocus where your brand is headed and which paths will help get you there faster.

Furthermore, a 'scaling back' initiative does not (and should not) immediately signify cost reduction or savings for the long-term. What it needs to signal is strategy refinements, improved funds allocation and creative rebirth. All of which should bring a fresh energy to everyone involved in the process.

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Thanks for taking the time to read this blog. I hope you found it interesting and helpful enough to consider sharing it with others you know. Also, feel free to continue this dialog by posting some of your own insights, experiences and social media gripes. Or use my email to contact me about developing a strategy for your brand or business.

Five common mistakes of social media marketing

2010-08-11T13:57:00.000-07:00

With social media growing and evolving at lightning speed, few can call themselves 'experts' in this field. But as an engaged brand marketing professional I have found there are common mistakes that marketers and businesses make when trying to use social media to increase awareness and drive sales.

1. Choosing quantity over quality.

Marketers need to remember that social media is 'social'. Just as you would not want a door-to-door salesman knocking each day (or even twice a day) at your home, the same goes for social media. Once a week sales messages are socially acceptable. For special events that are date/time sensitive (e.g. Grand Openings, Celebrity Appearances, etc.) it is okay to repeat your message, but you should do so with visual and textual variance. Don't simply repost the same info. Mix it up, make it fun and inviting. If not, you'll risk a quick decline in your stable of followers...and they rarely come back.

2. Too much smoke and mirrors.

In order to have a successful dialog with your social media audience you need to be 'social'. This means you need to be personable, responsive, and speak like a human. Do not create messages that appear to come from a cold, ambiguous company. You need to be upbeat, warm and personable. It is imperative that marketers assign this responsibility to a person who really knows your organization and understands your customers/audience. This job is as equally important as a Sr. Executive's top assistant. Newbies, need not apply. A seasoned marketing staffer is who you need. Not only will you be able build trust, but a seasoned marketing person can glean insights into consumer behavior that can lead to new opportunities for growth.

3. Failure to embed links.

Interactivity is paramount on every post a business or brand makes. Humans are curious people and they always want 'more'. So be sure to include a link to something interesting with every message. Be it a link to an image, special web coupon, newspaper article or twitter follower — links encourage dialog and help proliferate your message. Creative linking can also become a powerful consumer measurement tool. Also, be sure to use URL reduction tools (such as tinyurl.com) to help mask the actual link. It turns an obvious marketing link into a fortune cookie that people can't resist to click.

4. Giving it the black sheep treatment.

CMO's and stakeholders need to embrace the fact that social media is here to stay and will only become stronger and more important in the future. Each day of denial will hurt your business or brand by opening the door for the competition to tell your customers, "Hey, try us over here. We understand you better. We're more relevant and accessible. Did you know your friends already like us?!" Marketers need to start strategically integrating social media into their matrix and apply a realistic budget for appropriate stewardship.

5. Understanding the only constant is change.
Marketers need to stay nimble in their mindset about social media. What works today may not work 6 or even 3 months from now. With the growing popularity of smart handheld devices the demand will only be greater and its content more important in our daily lives. Right now social media has a high-maintenance personality but there is huge opportunity for those willing to thoughtfully engage this medium.

Thanks for taking the time to read this blog. I hope you found it interesting and helpful enough to consider sharing it with others you know. Also, feel free to continue this dialog by posting some of your own insights, experiences and social media gripes. Or use my email to contact me about developing a strategy for your brand or business.

SteveBeNimble

Why scaling back your marketing can be a good thing.

Five common mistakes of social media marketing