November 21st, 2007
No Man’s Blog has a great post about the top Facebook applications.
All the Facebook applications have been divided into three main categories-
Identity formation - 43%
Phatic Communication - 37%
Other - 20%
Identity Formation Applications are applications that relate to one’s self: personality quizzes, movies I like, horoscope applications, favorite quotes, etc. This is good proof that people use social networks mainly to reinforce and extend their identity. Social networking isn’t about friends first. It is first and foremost about defining and solidifying who we are. Then, it is about building our network. The keyword is OUR.
Here is a visual that may help define how Social Networking really works:
What does this mean for us when trying to market through social networks?
1) Focus on the People- People still don’t care about what you have to offer. They care about what they can GAIN from that offering. How can you HELP THEM? That is the constant question to be asking yourself when marketing online. And you know why? Because, that is the same question your target market keeps asking themselves. What’s in it for me?
2) Appeal to their Sense of Identity- Instead of placing an ad in a small box on the page, get people involved! Create a quiz they can take. This is why Cosmo and Marie Claire magazines continue to use quizzes in their magazine. Not only that-they advertise the mini-quiz on their front cover. They realize that people don’t buy the magazine because they want to flip through ads. They buy it because it enforces their sense of identity. The magazine is an extension of their identity. How can you frame your business as an extension of your target market’s identity? The biggest brands out there know how to do this. People will vehemently argue which brand tastes better-Coca Cola or Pepsi. It defines them in a way. After The Launch clients often come to us because we know how to create the connection between people’s identities and a certain brand using marketing.
3) Focus on Creating a Community- The first step in social networking is establishing an identity. The final step is being part of a community. If you use social media sites to spam network, it will backfire. People don’t like being associated with anything they didn’t CHOOSE to be associated with. Instead, use social media sites to share information, listen, comment, and build relationships. If you focus on creating a community, you will not only establish your brand, but you will also create a network that WANTS to hear your message. This is the best outcome any marketer can ever dream of.
Posted in Marketing Tools for Your Service Business, Social Media Marketing | 2 Comments »
November 18th, 2007
There are plenty of social media platforms that you can participate in today, and they all have their pros and cons. The best way to choose a platform to participate in is to look at the people that hang out there. In my opinion, Facebook is one of the best platforms for networking-both personally and professionally. I also use Linked In and Twitter. Linked In is nice for having a more or less static professional profile online. Twitter is good for “blasting” bits and pieces of news to friends and clients. The one social networking group I am not part of is MySpace. Privacy controls are more lax at MySpace than I prefer. Of all the social networks, Facebook is the real gem when it comes to all-round marketing and networking.
I have been using Facebook for the past two years, and it is an excellent marketing tool. Here are 10 ways you can use Facebook to promote your business for FREE!
1. Create an Excellent Profile- This is THE first step in utilizing Facebook efficiently. If you think of Facebook in terms of a marketing campaign, your profile page can be considered your “brand.” Here is my profile. A strong profile should include: a professional picture (please resist the urge to put up pictures of yourself in this year’s Halloween costume-unless of course that is part of your brand), your contact information, your website address, and your personal interests. You don’t have to list out all your personal interests-you can stick to listing just you professional interests if you prefer.
2. Add Friends- This is what makes Facebook really special-the relationships it allows you to build and sustain. The more friends you have, the more affective your marketing and networking efforts will be. The most simple way to add friends is to use Facebook’s own tools to search for current friends already using the platform. Once you have added all current friends, you can start adding acquaintances. One unique feature of Facebook is that is allows you to look at friends of friends. You can build up a huge network this way in no time.
3. Join Groups- You can join online groups within Facebook that are related to what you do. There are groups for consultants, coaches, and trainers…almost all professional service providers have some type of an online group. I am part of many marketing groups and have made quite a few contacts that way. So, find a few groups that suit your tastes and get to mingling!
4. Create your Own Group- Can’t find a group that really fits your style-create your own! You can add members, publish articles, carry on discussions, and probably meet quite a few prospects.
5. List your Events- Hosting a Teleseminar or speaking somewhere? Create an events page and invite all those you want. You can even see how many RSVP and get feedback from attendees. Marketing doesn’t get easier (or cheaper!) than this.
6. Syndicate your Blog- You can syndicate your blog on your profile page. This basically means that every time you make a post, it will automatically show up on your profile page. More Exposure = More Readers = More Potential Leads.
7. Reach OUT! – Are you a fan or admirer of someone’s work? Reach out to them on Facebook! Many colleagues of mine check their Facebook messages more regularly than their email. They are also more likely to respond to Facebook messages. Don’t feel comfortable sending out a message to someone you don’t know? No worries! Leave them a “I enjoy your work!” blurb on their wall. (All profiles come with “virtual walls” where friends and acquaintances can leave comments.)
8. Send Virtual Gifts- Want to show your appreciation for someone? Send them a virtual gift. You can choose from a bunch of balloons to a potted plant that actually sits on the recipient’s profile and grows over time (my favorite).
9. Use the Marketplace- Facebook has an online marketplace that allows you to list your services and products for free. This is a great way to gain exposure. You can also list certain things you are looking for. I often find some great books through the Marketplace.
10. Create a Community- Perhaps Facebook’s greatest benefit is that it allows you to create a community. It provides you a group of people who are constantly connected to you, and are open to hearing your message. Write on people’s walls, respond to their comments, and introduce them to each other. So…start building your brand and leveraging social media networks for marketing!
Action Steps:
1. Join Facebook (If you aren’t already using it!)
2. Feel Free to Add Me as a Friend
3. Join the free Marketing Mastermind Group on Facebook
Posted in Marketing Tools for Your Service Business, Marketing Your Business, Social Media Marketing | 38 Comments »
November 16th, 2007
Dear Shama,
I am a management consultant with years of experience in the corporate world. I kicked butt at my job, but left two years ago to start my own firm. The clients who used to work with me at the company continued to work with me after I left. Now those projects are coming to an end, and I have none in the pipeline. Here is the kicker-I HATE selling. I hate telling people "please let me work for you." I am considering going back to my old job just because I hate to sell. I do LOVE working for myself though and don’t want to go back. Please help!
-Stuck in Phoenix
Dear Stuck in Phoenix,
First, let me congratulate you on asking for help before quitting. Now, let’s get you unstuck! I think the reason you (and most service professionals) hate to sell is because of the image you have of what it means to be a salesperson. So let’s start there. Here is what selling is NOT. Selling is NOT unethical. Selling is NOT for slicksters. Selling is NOT getting someone to buy something they don’t need. Selling is NOT begging for work. Okay, now that we know what selling is NOT. Let’s focus on what selling truly means. Ethical selling (as all selling should be) is offering someone a fix to their problem. Selling IS solution based. Selling IS more about listening than talking. Selling IS knowing your own value.
Flu season is upon us, so let me use this example to demonstrate. You have the flu. You are feeling just horrid-achy head, stuffy nose, high fever-the works. Now, you need a doctor but don’t know where the heck to find one! They have apparently decided that they hate to sell so they have closed their offices and are sitting at home-hoping you find them. What’s wrong with this scenario? You need their services and they are not selling! Now let’s assume you are really sick and need surgery. You would like to find the best surgeon but you don’t know how. None of them will step up and tell you why you should choose them to operate on you. Scary, yes?
Now, imagine a company that desperately needs help cutting costs. You can help them! But-you decide to "not sell." When you choose to not sell, you are depriving someone of something they may need-YOUR SERVICES! So stop thinking of selling as gouging people for money. Look at selling as openly and confidently sharing what you provide (a valuable service) to those who desperately need your help and are more than happy to pay for it. Best of luck and work smart!
-Shama
Posted in Dear Shama Letters, Marketing Tools for Your Service Business, Marketing Your Business | 2 Comments »
“Shama really helped pump me up about my website and all the possibilities. She not only offered loads of great advice on how to help grow and monetize my Online Guitar Community in the long run, she also offered a lot of practical short-term advice that was easy to implement right away. Definitely recommend her!”
“When I first met Shama I called her a fireball of enthusiasm and energy! She has so much passion for what she does and always gives her heart and soul to every project. She is gifted in her abilities to tune into what you need and get the job done fast. There is great excitement when she gets on a creative roll and the ideas start pouring out. Shama is master of action and results when it comes to business, she knows just what area is out of balance and where to target the attention. She is focused, driven, and dedicated. If you are looking for sure-fire ways to boost the success of your business, Shama can take you there. She’s got what it takes to bring a company to the top of its game.”