Twitter for Business - It's Frustrating

This summer marks the 10th year our agency has been doing Insight on Business the News Hour a daily business newscast which first Ben McDougal MPL Feb 8 2011 appeared on the web, moved to terrestrial radio and now is a combination of both radio and podcast. (Photo from 2011 with a younger Ben McDougal from our studios at Webcast One.)

During that time I've interviewed thousands of business people about the who, what, where and why of their business. Each long-form interview is then placed on our Radio Blog and shared across several social media channels multiple times over the course of several weeks or months...depending on the story.  We also send out the interview link along with a one-page "How To" so our guest can then share their story on their own social media channels.

In other words, we have a long and proficient history when it comes to social media, especially Twitter.

I tell you that because, over the years, I have searched for and found hundreds of Twitter Profiles connected to the businesses we've featured. We do that so we can link our story to their feed and help them get more traction.  

Man ConfusedHowever, more often than not, those business Twitter feeds have been abandoned or, worse, so sparsely cared for that I see one or two Tweets a month...if that. And, what is even more incredible is that even if our guest has a fairly active Twitter stream they may fail to retweet their own story and the content we have freely created for them.

Often I'll reconnect with a business we've profiled and ask the question, "I see that while we've shared your story a dozen times on Twitter over the past two weeks and tagged you. Yet, your Twitter stream has never carried your content. Can you tell me why?"

Crickets.

They don't know. Or worse yet I get, "Gosh, I'll have to ask our social media specialist about that..."

In other words they simply don't understand the power of Twitter. They may have relegated it to an outside source or have an internal person who simply doesn't understand how the platform works. Finally, I believe, they think..."Hey, it's free. How valuable can that be?"

It's frustrating.

Business has, in front of them, their own media company that, if they work it, can pay huge dividends in the form of referrals and sales and building a positive brand.

It's time to re-tool your thinking. Let's start with this piece, "Giving Up On Twitter" from 2015. 

More to come....

 

 

 

 

 

 

 


Five in 24 - Five Things to Re-Brand & Sell More Stuff

For several years I've offered up a seminar on "Five in 24 - Five Things Any Business Can Do in Twenty-four Hours to Re-Brand and 5in24_LogoSell More Stuff".  It's been the most requested piece I do. Has it changed? You bet! Each time I go out, as I just did with the New York Press Association Annual Meeting, I refine it to match the needs of the audience I'm speaking to.

And, that is one of the Five Tips that is included in "Five in 24"

Know Your Consumer

It doesn't matter if you are selling a product or a service the basic metric of success is knowing your customer base. That's why, before I head out to do a presentation I adjust the guts of the seminar to match the needs of the people I'm speaking to.  For example the publishers and editors of the New York Press Association are struggling with new ways to connect to their readers outside of the printed product. 

To be sure the community based newspapers that are represented by the NYPA are doing pretty well. They are not daily papers but hyper-local papers that laser focus on their town, city, community. That they've got. But, what other things might they use to connect with their target audience?

Podcasting

Mobile Studio in Mobile 2019One of the new additions to "Five in 24" is Podcasting. I've been in that space for over ten years, long before it was considered cool and when it seemed like you were "talking to yourself". But today it's a thriving media option for busy people who may not have time to sit down and read. Want to check us out? Here is the Radio Blog for Insight on Business the News Hour

And so, I tailored my presentation to reflect that reality. Was it well received? Yes...and while the reviews are not in I'm confident that I was able to peel back the onion a bit and introduce them to the power of podcasting.  

The bottom line is you must know who your target customer is, where they hang out, how they buy what they buy. Once you've got that down all you need to do is create a story to move from "customer" to a lasting relationship.

Thanks for reading! 


No Homepage Traffic?

Not long ago we were asked to look at the website of a new client. The business is in the professional services sector. They were concerned Man Confused about their homepage traffic...which had declined over the past couple of years...and wanted a total new site and redesign. Yeah, they were...worried.

Now, they don't do e-commerce but they do a bunch with their business blog. (Clearly they had been listening over the years that business blogging is a great way to secure solid content and project a strong voice let alone be helpful in search engine optimization.) We knew...and they didn't...that visits to homepages continue to shrink and that happens because of a good reason...

So, we dug in to take a look and in the end made the professional recommendation that what they needed to do was stop worrying about their website and continue creating original content that drives people to their business.

Here is how it works: A consumer does not go looking for the XYZ Legal Services Company...unless they get a recommendation. It is more likely that a consumer is searching for something. Perhaps they are looking for "Business Succession Issues". They plug that into their search engine and get lots of places to go so they can learn more. And, because this client has written, several times, about that issue their legal blog came up on the first page of the search. And, because they used the right keywords and tags in their blog, the consumer was able to tell the company was in their metro area.

Today it's all about content and changing content at that. So, if your homepage is static don't expect much. However if your homepage content always changes...and if you are creating content on a regular basis it all adds up. 

Content, content, content. And today you've got more places to share that content than ever before.

Create valuable information that people can use and the rest will follow. 

Thanks for reading!


The Wrong Messenger?

In my presentation "Five in 24" there is a section about the three reasons people are not buying what you are selling. Yes, there are only three.

One of those reasons is that you are using the wrong messenger to communicate with your customer. It may be that your core customer is Megaphone Vintage not in that communication channel or it might be that the channel is antiquated yet still around soaking money from the unsuspecting advertiser.

We see both of those issues all the time. A trendy new restaurant with a focus on young professionals advertising in a regional newspaper or a high-end jewelry store advertising on a cable channel where the viewers simply are not in their demographic.

So, how do you fix it. Better yet, how do you stop the outflow of marketing dollars that's not returning on your investment?

Well, you could ask a professional...somebody that is a trusted source of information. But, you can also do it yourself. Here are some ideas to get you pointed in the right direction:

  • Know Your Customer - Seems pretty simple but not every human out there is your target customer, unless you are selling a commodity. Then you've got other issues. So learn as much as you can about your current customer. What they like, don't like. What they are buying or not buying. This takes some time and some interaction but it can be done;
  • Understand Trends - The newest, hottest social media channel may not fit your current or future core customer. I've seen people spend loads of time and money chasing a trend only to, finally, learn it didn't work;
  • Watch & Read - What are other successful businesses doing that are in your space? What do your association magazines and communications say about how to best reach core customers?  Spend some time thinking, really thinking and learning more about how to market successfully;
  • Trust but Verify - Every media sales person who comes through your door has "the answer". But, remember, what works for one may not work for you. I once had a broadcast outlet tell me their audience was made up of thousands of people but when we went digging learned it was more like several hundred in our client's prime demographic.

Let me offer one other piece of advice, and this came from a conversation just this week. If you are a small business seeking to do business with another small business wouldn't it make sense to market in something that is directed toward small business owners?

Let's say you have an accounting firm or a office cleaning firm or a business law firm and your prime customer group is made up of other small businesses. What the heck are you doing in an advertising channel that is marketing to the masses? Doesn't make an ounce of sense.

It doesn't but, man, that sales person had a good story.

Thanks for reading...

 

 


Feeding the Beast

We tell all our clients how important it is to stay current with your social media efforts. Current and Consistent. That lesson came home last Man Angryweek as we closed the office and went on vacation. We do that from time to time...everybody needs a break. Sure, we did our daily business news broadcast Insight on Business the News Hour from Anna Maria Island and yes we did do some Tweets and kept up (sort of) with our broadcast Facebook Page and we (sort of) fueled my LinkedIn Page and, yes, we posted "some" to Instagram.  

However...when we looked at the numbers upon our return we saw we were lagging. Not as much interaction, re-tweets, Facebook comments and loving gazes toward LinkedIn or Instagram. 

It was a great lesson in Feeding the Beast.

Once you are in that space, no matter what platform you use, you've got to be consistent. And that, my friends, is where so many businesses (product or service) fall off. It takes time. And, if you are on vacation or away to a conference and YOU are responsible for the social media activity of you or your brand...you've got to stay on your game. You've got to find the time.

If not, individuals that have come to expect a particular amount of social interaction go away or disconnect. Remember, our attention span is less than a goldfish. Staying current and being consistent is just another demand of The Beast.

And, The Beasties. (Meet my grand-daughter Jovie...pretty good huh?)

 

Thanks for coming by and your comments are always welcome!

Michael

 


You MUST Automate!

Long ago I stopped going to Walmart for maybe ten years. It wasn't a political thing. It wasn't about low pay, no benefits and a crummy, dirty store. Nope, it was all about the service. It was the worst. Employees that could care less, a return policy that drove me nuts...and away. I was absent a Walmart until last year when my local re-opened after spending about $2 million. So, I tried it. And, I've been back a numbeMcDonalds Kiosk April 2018r of times. It's been a positive experience.

Enter McDonald's and this crazy tale of automation.

I stopped in to pick up an egg and cheese biscuit. I don't eat bacon and sausage is out so...egg and cheese it is. I walk in, with little time to spare as I headed to my next meeting. The person who was to be working the counter was working at something else so I waited, patiently, until she spied me.

"I'm sorry I was doing something else. How may I help you?"

I'd like an egg and cheese biscuit please.

"Let's go over to the kiosk and place your order."

Uhm...no let's just order here.

As she comes out from behind the counter and marches toward the kiosk she said, "Oh, don't worry I'll help you."

I'm not worried. I'd just like an egg and cheese biscuit.

"Well, come over here and let's use the kiosk. I'll show you how. Is this to go or for here?"

It's to go.

"So, how has your morning been?"

It's been fine until I walked in here. I just want to order an egg and cheese biscuit and I'll be out of your way.

"Here is our kiosk.(She said it in almost a reverent tone.) Now, would you like me to help you?"

No. I think I can do this.

So it went. I ordered my egg and cheese biscuit under the watchful eye of the young lady "helping me". I'd call her by name but she was working under cover...no name badge.

Egg and Cheese Biscuit. No, I don't want to customize the order. Yes, I would like a drink. What kind? A Diet Coke. What size? A small. All the time pushing the buttons. Finally I had ordered by Egg and Cheese Biscuit with a small diet coke.

McDonalds Bisciut April 2018We went back to the counter, she gave me my ticket and within 90 seconds I was handed a bag by a smiling young lady who said, "Egg and Cheese Biscuit to go, sir."

Thank you.

I gathered my drink, headed out to the car. Got down the highway, opened the bag and...

Yes, there was a biscuit. Yes, there was egg. Yes, there was bacon... BACON? Did I ORDER WRONG from the blasted kiosk?

Uhm...nope as you can see by the receipt. 

I wonder if, when I take this back...and I will...If I'll be forced to visit with the kiosk or (heaven forbid!) a human?

What should have happened? Yep, she should have just taken the order. Weary.


LeadN15 - Leadership Lessons in Fifteen Minutes

Given our short attention span...now estimated to be roughly 6 seconds...LeadN15 ("Lead in Fifteen") where presenters are given fifteen LeadN15 LOGO minutes to bring their "A Game" to an audience might be...a little too long. But, given the line up that Tom Henrickson has put together this event may just hold the attendees attention.

On stage this week to present include:

  • Dr. Tony Paustian on "The Word that Changed My View of Everything
  • Sonya Heitshusen and Matt Zepeda: "It's the Process"
  • Kimberly Baeth: "Tips on Growing a Successful Business"
  • Liz Nead: "Active Leadership - The Climb of My Life";
  • Sarah Noll Wilson: "Deception of Distrust";
  • Desmund Adams: "Socially Responsible Senior Leadership";
  • Michael Libbie: (How did HE get in?) "You Don't Know What You Don't Know";
  • Adam Carroll: "Building a Community".

The event takes place on Thursday the 19th of April starting at 8:00 am at the Windsor Heights Community Center, 6900 School Street in Windsor Heights, Iowa.

There are still tickets available and here is the place to go to register

Considering the quality of the speakers (well, with the exception of one glaring problem) this promises to be an exceptional event. Looking forward to seeing you at LeadN15!

 

 

 

 


Hobby Lobby - A Missed Opportunity - The Horses Mouth

There is a new, sort of, social media trend out there. It's where teens are flocking to Hobby Lobby stores across the country for the Hobby Lobby Challenge. What's going on?  Young people descend on the local craft centric store and then use everything from fake flowers to ferns Hobby Lobby Imageto other items as props to create Twitter, Instagram and Snapchat images. They then challenge friends and family to take up the challenge and do the same.  Cool?

Nope, Hobby Lobby staff and workers don't like it. In fact many store employees have used social media to rail against the trend.

They complain that they have to clean up and fix the shelves that some might disturb.

But..what it... What if Hobby Lobby embraced the trend, no matter how short lived. Think of the free publicity!  Hobby Lobby could:

  • Welcome teens to their store and encourage them to use their products as prop for social media posts;
  • The company could then actually re-tweet or share those images to connect with a youthful demographic;
  • Hobby Lobby could, in just a few weeks, ditch the "old school" label and become (sort of) cool...even for a short time.

What a missed opportunity. Any idea what some companies might pay to have their name shared across thousands, if not millions, of images sent to a demographic that may not mean anything today...but how about tomorrow.

It's a gift.

But then there is that horses mouth... 


What Your Customers Want...

Companies large and small spend lots of time and money trying to attract new customers. Heck, we help them and know what they are Woman Shopping Cartspending on everything from packaging to web-design to social media. Even for a small business it can get expensive.

But, are you doing the right thing?  Are your current customers satisfied with what you are doing/selling/providing?  Or are you scrambling to always find "new customers" because your current crop is leaving?

Tough questions and let me offer some suggestions:

  • Be Customer Friendly - This starts with communication. In a recent study from Pegasystems 69% of consumers believe “being available when I need help, in the way I need it” is critical to retaining your customer base. But how do you know if you are not being focused, along several channels, to what help your customer needs? That's why we urge our clients to use organic social media so you can BE THERE when the call comes. That is also why we abhor the use of automated phone answering systems and always suggest that a real human answer your phone. Don't make the customer wait, guess or go elsewhere;
  • Connect With Your Customer - In a recent Forbes article we read this:  "71% of consumers believe that companies should do a better job of creating more attractive loyalty and rewards programs. Unfortunately, companies have yet to receive the memo: Less than a quarter—24%—are focused on creating loyalty/rewards programs. Instead, 69% of companies are conducting outbound messaging to improve customer engagement." This isn't about "piling up points" this is about connecting in real and specific ways. Having the ability to deliver personalized service, being truly helpful, understanding and working for...them;
  • Respond Quickly - There is a reason why Facebook bumps your engagement and tells others how quickly you respond. You see, it matters to consumers. Yet we've seen businesses from restaurants to professionals who only use social media to push their message rather than engage the consumer and ignore the questions or calls for help. Responding quickly requires you to monitor your social media.

I get it...all of this takes time but retaining a customer by delivering what he or she wants when they want it matters.

Thanks for reading!   


The Power of Repeating Stuff

Who doesn't like repeat customers? Who doesn't like being told...a couple of times...that you've got a great logo or uniform or...heck a great haircut? Just as much as we enjoy repeat customers and repeated complements so too should we learn that when we repeat Repeat Customer something over and over it has real power.

In marketing and advertising it is what is called "Top of Mind Awareness". Making sure your product or service is at the top of mind when it comes to somebody buying what you are selling. In other words, "One and DONE" doesn't cut it. It takes an effort to make sure you repeat your message over and over.

Here are a couple of examples and, while they are for national brands, we think you'll get the message:

"Winston Tastes Good Like a Cigarette Should" - Winston has been out of television and radio for decades...yet we remember the tag line;

"The Champagne of Bottled Beer" - Miller used this slogan for years, abandoned it and this year brought it back...for good reason;

"A Diamond is Forever" - DeBeers debuted this way back in 1948 and they are still using it because...it works;

"Breakfast of Champions" - Who doesn't know this 1930's Wheaties slogan;

"It's the Real Thing" - CocaCola hit it out of the park with this from 1970;

"Say it With Flowers" - This will surprise you, the slogan dates back to 1917!

You get the idea... True, each one of these slogans had real dollars behind them to push the idea and the brand. Maybe your business doesn't have that sort of advertising budget but you don't need all that cash to accomplish much the same thing.

Think of your value proposition and what you bring to your customers and then put that in words. Not a bunch of words but short and sweet. We know of a law firm that has the tag line, "We get things done!" because the number one complaint among legal clients is that far too often law firms don't get things done and clients have to wait...and wait. The firm went so far as to register the slogan and they use it...everywhere.

Find your value proposition and then repeat it...often and everywhere. The goal is to have your customers hear or see those words and identify you and your unique value.

It very well could bring you…repeat customers.