Not having a website in 2010 is akin to not having a telephone number.
Why would you make it hard for customers to find you?
Why would you cede your online presence to TripAdvisor, UrbanSpoon, Yelp or Merchant Circle? That’s what I find when I Google you and you don’t have a website.
Yelp is your website? Awesome.
That is bad business, and it is unworthy of you.
There is a fascinating discussion going on right now regarding roles, authenticity and marketing on the social Web.
It’s being shouted and whispered, and no matter what anyone says (including big mouth me) no one has the “correct” answer yet, if indeed there is a “correct” answer to be had.
Warning – in this post I’m going to use the term “blogger” to mean, “A person who creates original, unique content on the social Web.” I am well aware that not every digitally-savvy person has an active, vibrant blog (maybe they only rock Twitter or Facebook or YouTube or some other platform) but the term “blogger” seems to have become accepted terminology for someone who knows how to communicate on the Web and builds/sustains some sort of community there.
At what point does an independent blogger who interacts with brands lose some element of his or her “authenticity?”
To be blunt, at what point is a blogger simply another node helping a company do marketing and outreach?
Again, I do not yet fully know the answer to this question for myself, much less for the rest of the planet (so put down those pitchforks, brothers and sisters.) What I do know after finishing up this year’s South by Southwest Interactive (SXSWi) tech conference is that businesses and brands want what bloggers already have, and they want it badly.
They want blogger authenticity; what pioneering political woman Shirley Chisholm called being “Unbought and Unbossed.”
Why?
Because business-as-usual advertising and marketing is seen as inauthentic (or at least, all about rah-rah good news and therefore not the whole truth) so people are turning to the “digital back fence” – word of mouth from their friends online, because it is seen as unbought, unbossed and authentic. In other words: the truth.
There’s a PR/marketing term for getting talked about in a positive sense without having to pay for it: earned media. It means that your product or service is so good that it earns your business free publicity. People will talk about it of their own volition, which is seen as more authentic than paying them to say good things, i.e. paid media or advertising.
What is the best way to, well, earn this “earned media?” One of the current answers seems to be to connect with digital influencers and bloggers at events like SXSWi.
From Jay Baer’s excellent post 13 observations from South by Southwest (SXSW) we have this snippet:
“There was also a lot of talk (especially among the big brands) on operationalizing social media, and creating true best practices for how to thrive in a real-time world where every customer is a reporter.”
Um, “operationalize?”
Yes, that basically means to take social media seriously and use it to drive sales and increase business, while measuring your Return on Investment (ROI) from those efforts.
Congrats, blogger, you are now part of a marketing plan; a node to drive sales and increase business for a brand.
I’m not saying whether this state of affairs is good or bad, only that it is what it is, and we’d better continue to acknowledge and talk about it.
There has been a power shift.
Brands have money, but bloggers hold most of the marbles. Yes, you, blogger – the one trying to figure out how to pay your electricity bill – you hold most of the marbles in the new balance of power.
Brands want access to what you’ve worked so hard to build at 3 a.m. in your T-shirt and sweatpants: authentic influence and community.
The question is, how many marbles do you trade with brands in order to pay the bills? Is there a way to make money legitimately without you or your community feeling that they’ve bought your voice?
You’d better be thinking about these issues. When you’re comfortable with the answers, go for it, but please do take the time to think, and I mean till your head hurts.
Or, don’t think about it. Fine. Take any and all goods/offers and run all the way to the bank, but don’t be surprised if you wake up one day with a pile of freebies and toys and a reputation (that you can’t shed) as a shill.
Respect what you’ve built online and always, always guard it fiercely.
Ask the brand and ask yourself the uncomfortable questions before unwittingly finding yourself in the Fire Swamp battling Rodents of Unusual Size.
Brands and businesses, please know that I understand your position, too.
You have products and services that you’re proud of and you want your business to grow, because it’s a good business, right?
I’m in the same position; as a trainer and consultant myself, I have no problem telling our Tourism Currents clients that outreach to bloggers can be an integral part of their destination marketing – we call it “finding your online champions.” I myself have been the target of such outreach efforts by tourism organizations, and they resulted in a few blogger press trips where I did a lot of thinking about my own comfort level as a “node.” :)
Here’s my takeaway for brands….if a blogger is excessively accommodating, you’ve just been had.
Guard your brand’s reputation fiercely, too, because you’ve worked hard and you don’t need to toss it all away on “buzz” and “viral” crapola from a greedy digital snakeoil salesperson. They can take their marbles and go home, in that situation.
I do not know all the answers, but I know enough to ask questions. Thanks for listening, and I’d love to hear your thoughts in the comments.
I’m often asked by tourism professionals what I would recommend as a good first step in learning how to communicate with social media.
More and more these days, I immediately mention a Facebook Page.
By that I mean a Facebook “Fan” or “Business” Page for your tourism-related organization, not a personal page (although you must have a personal account/page in order to start a Fan/Business Page.)
Why do it?
Now, I know this sets your hair on fire and you’re ready to go sign up for a Page right now, but the next step is to make sure that this fits into your organization’s communications and destination marketing strategy.
This isn’t play (although it IS fun!) – this is professional communicating. It needs to be integrated into your overall marketing plan along with the press releases or brochures or billboard buys, but remember, the social Web is different.
It is two-way, social communications with human beings; if you just pour stuff out into a broadcast pipe like you may be used to doing, your Page will fail. Your fans want to interact with you, not read your regurgitated press releases, so get some responsive personality in there.
Think of your Facebook business page as a “digital storefront” extension of your “home base” website. Try not to clutter it up too much, show up regularly to say hello and interact, and make sure that your fans and customers can find the page. Put prominent links to it on your home page, in your email signatures, mention the Page occasionally on Twitter and blog about it.
Need some kick-off ideas for your posts? Here are 30 content ideas for your organization’s Facebook Fan Page.
Now, go knock ‘em dead (and leave a comment below if you have any questions or further suggestions – thanks!)
I attended an excellent Network in Austin “Netstorming” session this week (my first one since joining the paid membership community) and I listened carefully to our table facilitator, Amy Hardin of acSELLerate, to learn more about sales.
Do I know diddly about sales? Nope, not much, which is precisely why I chose to sit at that table.
There is a language to learn – “funnel,” “conversion,” “revenue recognition,” “added value propositions,” “price sensitive,” etc. Bonus….now I am better armed for playing Marketing Bingo.
There is a standard sales process – prospecting for clients, “qualifying” them as good targets, demonstrating the value of your product and proposing it to them, closing the deal and setting up for repeat business.
When you are speaking to a large group of your target market, and you do a good job of presenting yourself and your expertise, your audience is a bunch of “ripe bananas” in terms of being open to a discussion with you about your product or service, but you have to move fast to catch them at that ripeness point (within 24-48 hours, even faster if you can do it) to get wallets to open.
A lot of this seemed very rote, mechanistic and manipulative, and it left me feeling somewhat uncomfortable.
So, as I usually do with such a visceral reaction, I’ve sat around for a couple of days mentally poking at those feelings of discomfort.
Here’s what I think, and this of course assumes (duh) that you have an outstanding product, service or feature that you back to the hilt and believe in:
You Do Need A Sales Process
One of Amy’s “money quotes” from our discussion was that you….
“….must have a sales process, a plan. Just saying ‘I’ll do some networking and depend on word-of-mouth’ is NOT a sales process.”
Break down each of the steps.
Lay out very specifically how you want to go from finding clients to closing a sale with them. As Amy says, “Get incredibly granular.”
How will you prospect for clients? Networking might be fine as a part of the Prospecting phase, but where are you networking, how are you networking and what do you do with the business cards or interaction that may result?
How do you follow up with prospects? How will you know when you find likely customers; i.e., how will you qualify them as appropriate candidates to buy your product or service? What are your customers’ pain points and how can your product or service solve their problems?
Newsflash – your ideas or service or product are great, but if you want to make money with that passion, you have to sell it to someone. You know, for money.
You Don’t Have To Bruise Your Bananas To Sell To Them
Closing a sale means that you have convinced someone that what you can do for them will solve their problems. That’s a nice feeling. It’s better than mechanistic banana-harvesting in my mind, but the fact is that it is easier to sell when you catch people at the right moment.
Me, for example.
I stood in CVS Pharmacy the other day looking at a Olay moisturizer that is, ahem, targeted to my 40+ age group. I have other products in their line and I like them. The price was reasonable, but even better was a shelf coupon on the moisturizer that halved the price.
I was a ripe banana right then, honey. I bought that “hope in a jar” and was happy to do so. In sales parlance, it “met my value proposition” even though I’m very “price sensitive.”
If you’re like me, you’d prefer to see people as humans rather than ripe bananas, so inject humanity into your sales process.
Certainly you should have a plan – a mechanism – that helps you stay on track and know where you’re going, but never lose sight of your customers as people. They are not simply fruit in your sales funnel, no matter how desperate you may be to sell stuff and make money and pay the light bill.
The best ripe banana customer is one who doesn’t mind being picked, because you’ve done a thorough and honest job of convincing them that you’re worth cracking open that wallet.
Does that help take some of the possible “ick” out of sales for you?
