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The Five Marketing Lessons That Took Me a Long Time to Learn |
The Five Marketing Lessons That Took Me a Long Time to Learn Posted: 19 Dec 2011 01:15 PM PST Posted by neilpatel This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author's views are entirely his or her own and may not reflect the views of SEOmoz, Inc. Because I grew up surrounded by entrepreneurs I learned early that working for yourself was a great way to make money and improve your lifestyle. However, even though I had this early drive to build businesses, I didn’t always know the right way to go about building or marketing them. In fact, through trial and error I eventually discovered what it takes to build and market a successful business, and the following five lessons are what I think to be the most important. Being the category leader is not the only way to be successfulEveryone seems to think that if you’re not number one then you won’t have a successful business. I know I fell into this trap early in my career. Whether I was working as a marketing consultant or SEO, I tried to be number one, but it didn’t take me long to discover that being the best and being the category leader is not the same thing. In some cases, you are number one when you dominate in revenue, number of users or market position. In other words, it’s pretty clear you are number one. For example, according to StatCounter, when it comes to browser, it’s pretty obvious who rules:
But if you are in a less-developed market, number one is often perception, which you can control with marketing. Listen, a company with a product that’s inferior to competition, yet gets a lot of media buzz, will seem like the category leader. The clothing company American Apparel is a great example. Constantly in the media, whether for good things or bad things, American Apparel seemed unstoppable. In the case of AA, you couldn’t go anywhere without seeing one of their ads or hearing about them in the news. What did they do to make that happen?
Of course some argue that the AA CEO is a sleaze ball who undermines all of his good. Others argue that his behavior is part of the brand’s DNA. Are they market leaders? Not when it comes to market capitalization. That title belongs to Burberry Group at $552.2 billion. But you wouldn’t know it if you watched the news. In 2008, the Guardian named American Apparel label of the year and in 2009 Time magazine named the CEO one of its finalist for most influential people in the world. My point is American Apparel went from a small clothing manufacturer in 2003 to a successful business in less than a decade because they were constantly in the press. You can usually compete with the big dogs if you figure out how to get a lot of press and buzz. Focus on the opportunity, not the market leaderAnother myth about market leaders has to do with market growth or saturation. For example, early this November comScore came out with data on US smart phone market. Here’s the data as a graph provided by Asymco:
What should jump out at you immediately is the all the blue on the top of the graph. That stands for all the opportunity out there for getting smart phones into the hands of people who don’t use smart phones. In other words, it doesn’t matter who the market leader is. The game is far from over for newcomers. Good marketing means you look at what your competitor is doing, especially if he is the market leader, but you also look around them…you look for the opportunity that others are ignoring and, if it is there, taking advantage of it without having to take on the big guys. Thinking like a customer is essentialIt’s important to remember, however, that just because you are getting so much attention doesn’t mean you will be successful. Marketing rule number one is to solve your customer’s problems. You’ve probably heard this many times before, but it bears repeating…you must make a product that meets an obvious need. Over time I’ve developed a method when it comes to business and product development. It’s called the SIMPLE method:
I wish I’d thought of this method before I even started in business, but maybe I can help you avoid the mistakes I made and get successful in less time than I did by sharing it with you. Free advertising can be your best promotional tool.If you don’t have a lot of cash and you are trying to market your company online, don’t worry, as companies have been able to succeed without spending much money on marketing. This fact becomes apparent when you see that social media advertising spend will only be $4.4 billion or 7% of online ad spend by 2016. The reason is that to set up a social profile doesn’t cost anything and ongoing costs are low. When I was trying to grow one of my first businesses, Advice Monkey, I paid over $5,000 to three different companies to market it. Unfortunately I got zero results, so I decided I was going to learn how to do it myself. Here is a list of six marketing ideas I used that didn’t require a huge budget:
Check out this article if you want fifteen other big marketing ideas for your small budget. Social media can absolutely drive salesI pretty much jumped head first into social media when sites like Blogger, Twitter and Facebook came on the scene. However, it took me quite a while to figure out how to use them correctly so I could drive traffic and sales to my website. Did you that for every hour we spend on online, we spend about fifteen minutes of that hour on social media sites? This is according to Neilson:
And did you know that about half of that time we are looking at products and services? The lesson is that if you want to build a sales relationship online, social media is your best bet. A good example of monetizing social media is Joie De Vivre, a California company that operates luxury hotels. Every Tuesday the company tweets exclusive deals to their nearly 13,000 followers who have only a few hours to act on deeply discounted deals. Joie De Vivre typically books over 1,000 room nights with these types of deals, rooms that might remain empty. Even large companies like Virgin use social media effectively. Richard Branson says that their approach to social media is with a healthy sense of fun and attractive offers. For example, the fourth highest sales day for Virgin America came when they tweeted, “$5 donated to KIPP Schools for every flight booked today.” ConclusionSome of these lessons may seem obvious, others not so. I know it took me a several years to figure them all out, but once I did, building successful business got easier and easier. This is not to say that if you follow these lessons above you will be guaranteed a successful business. You will improve your chances, however. What not-so-obvious marketing lessons have you learned during your years in business? About the author: Neil Patel is the co-founder of KISSmetrics, an analytics provider that helps companies make better business decisions. |
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Small Business Owners! 6 Quick Ways to Help Your Customers Help You Posted: 19 Dec 2011 06:15 AM PST Sometime last month, my friends and I did what most people do on a Friday night. Yes, we went out to blow off some steam and in the process, popped in to Pizza Hut to grab something to eat. The problem was, we probably dropped by at a bad time. The waitress seemed like she’d be anywhere in the world except serving at our table. Don’t get me wrong, my friends and I weren’t expecting 5-star treatment, but is a little courtesy or even a smile too much to ask for? Like most people who simply wouldn’t bother to complain about how rude the waitress was, we just grit our teeth and left as soon as we could. Fast forward to the next morning and one of my friends suggested that we go to a local restaurant named Joe’s, located in Oxford’s Summertown (isn’t that the best ever name for a town?) so we paid them a visit. From the moment we entered the restaurant, we were made to feel welcome. The food was absolutely divine, their attention to detail was impeccable and their service was amazing. In fact, their receipt had a handwritten ‘thank you’ along with a smiley face on it! It’s amazing how little effort can make a customer happy. Having enjoyed the food and the service, I felt I must run to the top of a hill and announce to everyone that these guys are amazing and that all my friends should check them out too; or at least the modern method of doing so, which is to tweet about them or to mention them on Facebook. Unfortunately I couldn’t tag them in my tweets or Facebook status as they didn’t have a presence on Twitter and Facebook. So here I was, a satisfied customer, looking to give this restaurant a big ‘thumbs up’ and a recommendation to my friends about how awesome they are, but with no natural channel to do so. So I thought I should compile a list of quick and easy ways small businesses can help customers become their advocates. (Please note that Joe’s, to their credit, have now set up a Facebook page). #1 Out of sight, out of mind At the very least, make sure you have some sort of social media presence so that, like me, your customers can recommend your business to their friends. This shouldn’t take you long, as setting up a Facebook page and a Twitter profile literally takes a few minutes. Make sure you include details such as the address, a phone number and a link to your website. If you are unsure or are not confident in doing this yourself, get someone who is tech savvy (like your niece or nephew) to do this for you. If you have the time, here are a couple of great posts on how you could set up a Facebook page and a Twitter page. #2 A picture is worth a thousand words Images can convey quite a lot about your business, and this is especially important if you are a restaurant or a retail outlet. This also helps to give your business or your brand some sort of personality. So when you include images of your premises on Facebook, make sure you either invest in a really good camera or you obtain the services of a professional photographer. Although this may sound silly, the images on the web do in fact influence what people think about your business, as it’s the only tangible way they could associate quality with. If you want to take this to the next level, you could propose to your guests that you can take good quality images and with their consent, upload it to your Facebook page and invite them to tag themselves and their friends on your fan page. This will ensure people will visit, engage and share your page with others. #3 Consistency is the name of the game Now that you have set up a Facebook page and/or a Twitter page with about 10-20 fans or followers, it is important to consolidate your existing fans and to grow this number. When it comes to Facebook and Twitter, it is extremely important to be part of your followers’ social network experience (which means being visible on their Twitter feeds and Facebook newsfeeds). Having said that, it is also important to not overdo this; there’s nothing more offensive on the social sphere than spam. On average, I’d say 1-2 posts a day is more than sufficient. The secret to maintaining great posts is to make sure your updates add value to your fans and followers. If you are a restaurant owner, sharing little cooking tips to your followers could be quite beneficial to them. For example, you could have a ‘recipe of the week’ post and share a tip to your followers. #4 Offer incentives Everyone likes to feel special and it’s the same on social media. Offering your fans and followers a special discount to try out a new item on the menu would help bolster loyalty toward your Facebook fan page. #5 Save time with tools I’m sure most small business owners wouldn’t really have the time to constantly be on social media platforms updating statuses and tweets. If you can’t hire someone to do this for you I suggest you use tools such as Hootsuite and Tweetdeck in order to schedule your tweets for the coming week and to monitor what people are saying about your brand or business on Twitter. Make a schedule at the beginning of the week as to what type of tweets and updates you want to share with your followers and also schedule at least half an hour a day to monitor and respond to any user engagements. #6 “If you can’t measure it, you can’t manage it” Conclusion I’d like to share with you what an ultra-local business owner mentioned to me recently. His father set up a grocery store on a very competitive and busy high street in Colombo. I remember as a child frequenting his store on a daily basis with my grandfather who bought his loaf of bread, newspaper and his bottle of milk from this store like a prayer. How this business owner distinguished himself against his many competitors was his ability to form relationships with his customers. He knew my grandfather and me by name. He always made us laugh and we always left his store with a smile. So although two generations have passed, and his tiny grocery store is today a chain of supermarkets, he hasn’t forgotten what made his business succeed in the first place. When his son took over, he made sure he continued this formula on a whole new platform; he says that social media is simply a tool to form and develop these very same relationships at scale. None of the original classical methods of marketing have changed. The only thing that has, is where these relationships and conversations take place. Sadly most businesses don’t seem to grasp this concept well. Herein lies an opportunity for small business owners to be a serious threat to large multinationals. For me personally, Joe's Bar and Grill has won a customer for life, without having to dish out heavy advertising spend. *Image credit: ActiveSteve on Flickr. © SEOptimise - Download our free business guide to blogging whitepaper and sign-up for the SEOptimise monthly newsletter. Small Business Owners! 6 Quick Ways to Help Your Customers Help You Related posts: |
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When journalism was local, the math of reporting was pretty simple: you found a trend, an event or an issue that was important and you wrote about it. After all, you were the voice to your readers. Being in sync with a hundred or a thousand print journalists around the world was important, otherwise your readers woul'd be left out of a story everyone else knew about. And being in sync let a reporter know she was working on the right stories.
It wasn't lazy. It was smart. Your job was to report to the people in your town first, and to report what would be important tomorrow, which was the same thing everyone in every other town was doing.
But it led to events like this one:
Of course, now there is pretty much no such thing as local when it comes to news. Anyone in the world can read about anything in the world. As a result, this habit of being in sync completely undermines what we need from professional journalists.
How many times have I read the story about Louis CK in the last week? Did I need a newspaper to write precisely the same story days after I read it for the first time? How much do we care about the race for 'first' when first is now measured in seconds or perhaps minutes?
We don't need paid professionals to do retweeting for us. They're slicing up the attention pie thinner and thinner, giving us retreaded rehashes of warmed over news, all hoping for a bit of attention because the issue is trending. We can leave that to the unpaid, I think.
The hard part of professional journalism going forward is writing about what hasn't been written about, directing attention where it hasn't been, and saying something new.
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