Social media and email marketing compliment each other.
Back in October after reading a Wall Street Journal story about the demise of email, I asked the following: Is the growing popularity of social networking sites like Facebook and Twitter slowly killing off email as an effective marketing tool? “Death of email” articles like the one from the Journal assume that two methods of communication cannot coexist, each having a unique role to...
Read MoreTreating job applicants like potential customers.
An out-of-work marketing executive in Minnesota recently made an emotional — and somewhat threatening — plea for HR departments to show more humanity towards job-hunters. In “How About a Humane Human Resources?” author Pat Dawson reminds us that job applicants are frequently our customers and prospects as well job hunters. You know the 15 million of us out there...
Read MoreMore than a paycheck: offering employees a vision.
A paycheck might keep a person on the job physically, but it will not keep a person on the job emotionally. Successful companies offer their employees a vision worth following. Employees need to know how their work fits in the broader scheme of business operations, how their work contributes to the organization. They need to understand and believe in the goal to which they contribute. They need...
Read MoreSocial media experts sing if I had a hammer.
You LOVE hammers! You SELL hammers! You know in your gut that hammers are cool, hip, and can change the world if given something to bang. Everywhere you go you sell hammers. You want to sell me a hammer. You believe fervently, passionately that my situation would be vastly improved if I had a hammer. So you knuckle down, polish your pitch, and try over and over again to sell me a hammer. The...
Read MoreBreaking news: insulting your target market is not good strategy.
In our enthusiasm to convert prospects to our brand of marketing religion, there is a temptation to cross the dividing line between simply uncovering customer needs, an essential part of the marketing process, to implying that the prospect is being wrong-headed or just plain stupid by not seeing how badly they need what we are selling. If we’re not careful about the way we uncover needs and...
Read MoreEmail and social networking: can’t we all just get along?
We all know about Twitter and its phenomenal growth during the past year. Last night I read a post about Facebook’s share of social networking traffic jumping from 20% to 59%, leading the vast migration to social networking sites, or what I like to call the “Famous for 15 Minutes. . .Or Less” web sites. Then, today, comes this article from the Wall Street Journal about the...
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