The Marketing Minute

Want to lock arms with Chris Brogan or Ann Handley?

Now, now...I didn't mean it like that.  I mean in the "hang out and talk marketing, social media and connections" sort of way. 

Chris and Ann (along with a host of others) are both playing a role in this Spring's hottest conferences...and I want to make sure you know all about them.

Why would you make the effort to catch one?  Connecting on-line is fantastic.  But, there's no substitute for face-to-face connections.  Here's are two chances for you to literally and figuratively lock arms with some of social media and marketing's smartest folks.

How do you suppose Chris and Ann grew to be marketing/social media rock stars?  I suspect they would both tell you -- it happened as they were so busy learning and reaching out to others that being "famous" pretty much took them by surprise.

Two character traits that I believe you'll find in most of the professionals who have leveraged social media, content creation and viral marketing to their own and their company's advantage are:

• They love to connect with people
• They are generous with what they know

So you need to take advantage of these opportunities to listen, learn and connect.  And I highly recommend you get to one of the two, depending on the timing and your geography.

SOBCon 2010: (click here for more info or to register)

Here's what they have to say:  "This 2.5 day "conference" is the think tank of the social web, where the best minds in the Internet space gather to present models, discuss insights, and determine best practices.

We review the changing landscape, identify valid strategies, discuss and develop tactics, report case studies, and share actionable business ideas.

If you want a dynamic, protected web presence, a vibrant customer community, and innovative advisors who invest in you for the long term, this single event will meet your needs faster, easier, and more deeply than any other.

The relationships made at SOBCon extend across social networks online and off and well beyond the exchange of business cards."

A very partial list of speakers includes:  Jason Falls, Steve Farber, Chris Brogan, Wendy Piersall, Amber Naslund, Steve Woodruff and a host of other amazing people you'd love to hang with for a couple days.  And yes...I will also be there as part of a panel.  (Naturally, founders Terry Starbucker and Liz Strauss will be very present as well!)

The discount:  If you use the code: SOBInsider you can save $250 off the registration.  But hurry -- this offer ends this week.

B2B Forum 2010: (click here for more info or to register)

Put on by the stellar people at Marketing Profs, this is your one-stop shop for the skills you need to drive sales now!   Here's what they have to say:

"You asked for it and we're delivering you a broad-based B2B marketing educational program with a special focus on integrating social media.

You'll learn from B2B marketing experts in a variety of amazingly productive formats from panel discussions to roundtables to one-on-one therapy.

Therapy Sessions are worth the price of admission alone! Where else can you get 20 minutes of one-to-one advice from a top-level expert for FREE? Sign-up for an appointment with the expert of your choice and get 20 minutes of his or her undivided attention! Bring specific questions, or ask for an overall critique of your marketing program.

Loyal attendees flock to these FREE consulting sessions year after year! "

A very partial list of speakers includes:  Beth Harte, David Weinberger, Mitch Joel, Dierdre Breakenridge, Laura Ramos, Donna Tocci and my all time favorite, CK Kerley.  I'd love to be there too (was invited but had to say no) but I already have a speaking commitment I couldn't break.

The discount:  Use the code:  blog to save $200. 

There you have it my friends.  You have absolutely no excuse for not being smarter and better connected, come May 10th.  Invest in yourself... you'll be amazed at what you can learn and do!

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• The Story Behind the Story....of SOBCon (successful-blog.com)
• Social-media rockstars' best practices: Part 1 - Attracting an audience (smartblogs.com)

I need you to ask me a question or two

I really want to know what you want to know.

In other words, I need your help. 

I'd like to know what sort of marketing topics and questions you want to see tackled on this blog.  What marketing questions do you have burning in your belly?

So I have created a very simple and very quick survey that I would like you to answer.  It won't take you more than 3 minutes, tops.  I promise.

The big query is this:  If we were hanging out, grabbing some coffee or lunch and you could ask me any two marketing questions you wanted -- what would you ask?

I'm going to use your questions here on the blog and in a special little project that I promise to share with anyone who participates.

Will you give me 3 minutes and 2 questions?  if so...the survey can be accessed by clicking here.

Photo courtesy of Shutterstock.com

Want to know what your customers think? Ask them.

If we're honest, we'd admit that we make assumptions about our customers every day.  First we wonder something.  "I wonder why Tuesdays are so slow," or "we sure seem to get a lot of calls at 4:30 trying to schedule service," or in my case...when someone unsubscribes from the blog, "I wonder why they're leaving."

After we wonder something, we make an assumption. Or a series of them.

It might be perfectly accurate but we all know about the ASS + U + ME joke.  And most important, we don't really know.   We think we know but we aren't sure.  That's a tough place to use as a springboard for new decisions.

But the truth of the matter is, we rarely ask.  Probably lots of reasons why, but for whatever reason, we don't.  

I've been writing this blog for almost 3 years.  And every month, a small handful of people unsubscribe.  It's never been very many and fortunately, more come than leave.  But none the less, it bugs me.  I wonder what I could/should do different.  I worry about the content mix.  I fret about frequency.  But I never asked.

A couple months ago, I drafted a very short few paragraphs that looks like this:

I’m sorry to see that you’ve decided to unsubscribe to Drew’s Marketing Minute.  I am constantly trying to hone the blog and make it as valuable as possible to my readers

Would you mind taking 15 seconds just to tell me why the blog wasn’t meeting your needs?

Was it..

• That you decided to subscribe via RSS feed reader instead
• The content wasn’t interesting to you
• You got too many posts a week
• Not enough content
• Something else?

I sincerely appreciate you giving the blog a try and wish you continued success.  Thanks for taking the time to help me improve Drew’s Marketing Minute.

Now, every time I get an unsubscribe notice (e-mail subscriptions only, no way to know with RSS) I send them that little note.  So figure I have sent 10 or so of them so far.  Here's some interesting (albeit unscientific) results:

• Almost everyone writes back
• About 50% were switching to RSS readers
• About 30% were trying to quiet their information overload and my blog didn't make their cut (they said it with more tact)
• A few subscribed for a short-term need like a class or a project at work
• A few thought I posted too often
• And one guy gave me an insight I would have never gotten elsewhere

The insight was...."I'm a skimmer and because your subject line is always just the name of your blog, I can't determine if I want to read it or not."

That got me to wondering if I could get my titles to appear in the subject line.  I went to Feedburner and just a couple months ago, they'd added that functionality and I hadn't heard about it.  Naturally, I've added it.

Thanks to the subscribers who have decided to leave (btw, I never try to talk them into staying, I just thank them for taking the time to respond.) my blog is better for those who are staying.

Imagine, over time, that I will get 50 or 100 people's feedback.  And with each one, learn a little something more about my readers.  All because I asked.  (I'm always open to feedback....you don't have to unsubscribe to shoot me an e-mail with suggestions, thoughts, likes or dislikes!)

What question should you be asking your customers that you haven't taken the time or made the effort to ask? 

Photo courtesy of Shutterstock.com

Want to get better?

I'm a firm believer in these three things.

• No matter how good we are, we can always get better
• Learning is not optional or age restricted
• One of the best ways to learn is by interacting/sharing with your peers

Which is why I am thrilled to tell you about three amazing learning opportunities that will help you get even better by interacting with smart, interesting and and giving professionals.

In April:

BlogWell:  How Big Companies Use Social Media, New York City on April 29th

BlogWell features 8 great case studies on big companies use social media, including Johnson & Johnson, GE, Nokia, Robert Wood Johnson Foundation, Tyson Foods, Microsoft, Coca-Cola, and Turner Broadcast System.  One afternoon -- only $250.  Use the discount code: THANKSDREW for 10% off.

Get more information/register here.

Note:  Or attend in San Francisco on June 23rd or Minneapolis on August 13th.

In May:

SOBCON '09:  Biz School for Bloggers, Chicago, May 1-3

Now on it's third year, SOBCON brings together bloggers who want to take their game to the next level.  This year, the focus is the ROI of relationship.  Organizers Liz Strauss and Terry Starbucker put on quite the show.  Lots of elbow rubbing with the likes of Chris Brogan and other blogging superstars.  3 days, only $795.

Get more information/register here.

In June:

MarketingProfs Business to Business Forum, Boston, June 8-9

The Business-to-Business Forum will focus on three key areas that b2b marketers are struggling with: 1. Integrating your marketing programs for better results, 2. Measuring and evaluating your marketing programs to prove ROI, and 3. Keeping your customers and prospects engaged.  Also enjoy keynote speaker Barry Schwartz, Author of "Practical Wisdom" and "The Paradox of Choice."

Until May 15th, only $1,145 but you can get a special $200 discount on top of that by clicking below.

Get more information/register here.

Time to listen up

We've all heard the quote from the Greek philosopher Epictetus, "we were born with two ears and one mouth, so we can listen twice as much as we speak."

I doubt Epictetus was a marketing consultant, but it is not a stretch to apply his wisdom to our efforts.  Marketers have a tendency to "talk" a lot.  After all, we have a lot to say.  We have features to point out.  Benefits to reference.  Special pricing to announce.  Nothing wrong with any of that.

But we also need to listen.

How do we listen to our marketplace?  Try some of these on for size:

• Client satisfaction survey
• Client needs assessments
• Attend industry trade shows
• Monitor blogs for mentions of your company and your competitors
• Read trade publications
• The old-fashioned suggestion box
• Google yourself/company

Along with those effective methods, there are also more direct and immediate ways to actively listen.  After you've completed a project or delivered your product, why not just pick up the phone and call? Ask for their impressions.  Find out if you surprised them in any way (good or bad) and what they expected the experience or product usage to be like. 

Imagine how you would feel if you received that kind of call.  Appreciated?  Special? Is that the kind of call you're likely to talk about?  You bet.

A word of caution.  Do not try to sell anything during this call.  This is about listening, remember? 

If you commit to listening more, you will glean insights that change the way you do business and you'll see a spike in sales as a result.  Guaranteed.

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Three worthy reads

I don't do this very often, but sometimes I come across blog posts or articles that I think are truly worthy of asking you to take five minutes and read.

You'll find this trio is a very eclectic mix from thought-provoking to down and dirty practical. 

While only the blogging post is "directly" related to marketing or branding -- I will gladly argue that all three articles cut to the core of our work and the life we get to have because of that work.

Enjoy!

We need an ethics czar by Bruce Weinstein (in BusinessWeek)

10 step intermediate guide to blogging your personal brand by Dan Schawbel  (actually good for any blogging)

Stress -- buster or builder? by Robyn McMaster

Who really owns your social media persona?

One of the uncomfortable truths that social media is hoisting upon us is that the clear separation between our personal and professional lives that most of our parents enjoyed during their careers is now nothing more than an illusion, if we even try to keep up the facade.

When I look at my Facebook updates, my Tweets and even my LinkedIn account (not to mention all the other social media hot spots) I see a blend of my old high school friends, my family, my marketing peers and MMG clients.

So when I tweet about my never-ending cough or my daughter's latest role in the school play...my clients see it.  And when I have my most recent blog post or a link to a marketing article appear on my Facebook newsfeed...my high school friend the chef sees it.  There's no way to keep the two apart. 

For me, because I own my agency, that reality is pretty comfortable.  I'm mindful of it, but it doesn't change all that much for me.  After all, people are going to associate me, Drew, with McLellan Marketing Group no matter what.

But here's what I am wondering.  If you are employed by someone else -- do they in essence own a part of your social media persona?  Aren't you (despite any disclaimer language) representing your employer just as much as you the person when you tweet, blog or update a status? 

• Does your boss want you posting weekend party pictures to your Flickr account? 
• Should you be playing "Pimp Fight" on Facebook when you know that some of your friends are also "friends" of your company?
• Do your blog posts (again, regardless of the disclaimer) reflect on your boss or company as much as on you?
• When you drop an F bomb in a Tweet, do you think your boss has the right to wince?

What do you think? 

Do you think employee manuals of the future will have "social media guidelines?"  Do you think your boss has a right to censor your social media activity?  Do you think you have an obligation to do so?

Interesting stuff, eh?

Update:  Check out this post from Phil Gerbyshak about employers watching what employees are saying.

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Win a customized logo for your business

Image via Wikipedia

The right logo is a critical element of a business' ability to communicate who they are and what they do.  Designing one of a kind logos is a big part of the branding work we do at MMG. 

I also know that not every business can afford us.  Many start ups or small businesses aren't ready to engage an agency.  But that doesn't mean they shouldn't have a good logo that gets them noticed.

In today's world, there are alternatives for those who aren't ready to get an agency's help. 

A while ago, I introduced you to HP's MarketSplash -- a web-based shop that will allow you to design your own logo from some templated objects or engage one of their designers to design a custom logo for you.

Another site is Logo Inn, out of the UK.  They've agreed, as sort of a "blog lab experiment," to donate one of their bronze packages (6 logo concepts designed by two designers and once the logo is selected, a stationery package design) to a Marketing Minute reader.

So how will we choose the lucky business?  Here are the rules:

• If you'd like to be considered, send me an e-mail (drew@mclellanmarketing.com) telling me about your organization and show me what you're using now for your logo
• Please put "logo design" in your subject line
• All entries must be received by next Friday, March 20th
• The winner has to be willing to have the entire process documented on the blog
• The winner will complete an elaborate creative brief about their business, customers etc. that I will publish on the blog
• All the design options will be revealed here on the blog
• The winner has to be willing to let me make some suggestions in terms of revisions etc. of the logo
• The winner has to be willing to actually use this new logo/look (it's not fair to do it just for the fun of it and rob someone else of the chance to win)

Whether you win or not -- this will be a learning lab that you can use to create the right logo for your organization!  We'll walk through the process together, step by step.  By the time we're done -- you'll be ready to oversee your own logo creation.

If you've already got a logo you love -- be sure to tell your peers who might benefit from this about the contest.  Let's give someone a makeover that will take their business to the next level.

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• HP launches MarketSplash to serve small businesses (drewsmarketingminute.com)
• Let's talk logos (davidairey.com)

Teaching Sells re-opens enrollment today

We know how smart content marketing is -- it's the shift in marketing that we've seen coming for a long time.  Ultimately, content marketing is about teaching.  Most of you have an expertise that you bring to your customers every day.  But you deliver it one at a time.

What could you do if you were able to share that knowledge with many at once?  Could you sell ebooks?  Could you conduct online classes? 

Is this a new revenue stream for you? 

Teaching Sells will teach you what you need to know create an online business selling your knowledge and expertise. 

I've been a member since they launched and we've been working on something very exciting that I'll be telling you more about in the weeks ahead.  But...if you're interested...you need to HURRY.  They are re-opening today at noon (CST) and only taking the first 500 members.  Get in now!

But don't just take my word for it...

"One of the most compelling and viable approaches to a real online business I've come across." — Darren Rowse, ProBlogger and co-founder of b5 Media

"If you want to really start making money online, Teaching Sells will tell you exactly what you need to know." — Chris Garrett, new media consultant and Performancing co-founder

"Every so often a product is launched that I wish I had created. Brian Clark has done that with a methodical program that elegantly guides you step by step through the process of creating and selling multimedia teaching programs. Teaching Sells is now my top recommendation for professionals who want to accelerate their business growth on the Web." — Denise Wakeman, The Blog Squad

"The strategies described made me stop and rethink what I knew about making money online." — Daniel Scocco, DailyBlogTips.com

"Teaching Sells is an excellent and legitimate training program for bloggers, consultants and entrepreneurs." — DoshDosh

"This is the best guide for starting a membership based site... period. There's nothing else that even compares." — Ryan Caldwell, College Startup / Performancing

"Internet Marketing for smart people." — Yaro Starak, Entrepreneur's Journey

Is my "best of" list the same as yours?

Robert Hruzek over at Middle Zone Musings does an interesting project every January.  He invited bloggers to submit a list of their favorite posts of the year, month by month.  So, in a 12 post snapshot, you get a sampler's platter of a particular blog.  It's a great way to discover some new blogs.

When I compiled my list, it occurred to me that your list (assuming you have a favorite) would probably be different.  Yours would probably (correct me if I'm wrong) be posts where you learned something new or got an idea. 

While I did choose some of those, mine tended to be a bit more personal and had some emotion tied to them.  Heck, one of them wasn't about marketing at all -- or at least not very much.

My top two posts of the entire year would have to be:

June: Tim Russert - a lesson in branding

I was stunned and deeply saddened by the death of Tim Russert. As I followed all the news and commentary on his life and death, I was struck by how important he/his brand had become to me over the years. A wonderful lesson in personal branding.

July: And now, a word from our sponsor

Probably the most important message I delivered in all of 2008.

With this one following a close third:

August: The most brilliant outdoor campaign ever

Read about an outdoor campaign that broke every rule…and captured more media attention and consumer response than any outdoor campaign I have ever known about. I love this creative. Plenty of social media messaging lessons in this post as well.

So what's the marketing takeaway from all of this?  As we create a blog, company newsletter, website, mixed media ad campaign or whatever -- we have got to remember that people have very strong preferences in terms of how they want to ingest information.  Some love having access online, others want to hear it, and many still like to take information in via text (printed or online).

It's our job to make sure we've covered our bases and offer many choices, so we don't lose someone along the way.

To check out all twelve of my favorites, check out Robert's post and while you're there, enjoy some of the other entries as well!

So, what do you think?  Would you have picked the same ones I did?  Do you have a favorite?  Is it a meaty, thought provoking post, something lighter with a video element or one that generated a great deal of conversation and learning in the comments section?