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3 Things you HAVE to know before choosing a Digital Marketing Firm.

BNBranding logoSurely you’ve seen some of the the online chatter about “digital marketing.” There are a million platforms, channels, systems, software programs and “strategies” that are guaranteed to make you a million bucks. And every month it’s something new.

You using Facebook Messenger yet?

If you’re a business owner you have better things to do than follow the scuttlebutt about the shifting landscape within different specialties that fall under the banner of marketing.

It’s just too much information.

So let me give you a quick piece of advice… If you’re choosing a digital marketing firm, or thinking of hiring a “digital marketing specialist” in-house, just read this post.

This is the absolute bare minimum that you need to know before choosing a digital marketing firm. You can’t manage their work effectively if you don’t know the basics:

Choose one main thing BNBranding1. Know the definition of a “Digital Marketing Firm.”

Here’s a definition, used by one of the big players in that business:

“Digital marketing is data driven and targeted brand promotion through technology.”

“Data Driven” and “Targeted” are popular buzzwords these days. But guess what… Marketing consultants, direct response agencies and market research firms have always been “data driven.”

Even Advertising Agencies… They use hard market research data to devise creative campaigns, and then they use sophisticated media targeting to deliver the message to the right people.

This is NOT a new concept in the marketing world.

The digital firms are just using new technology to do the work on a more granular level. And for the most part, it’s good, valuable work that should be part of every marketing plan.

Note the use of the word “promotion”.

By definition, promotions are transactional tactical tools that can boost short term sales, which is great. But they do not build brand loyalty. Don’t confuse promotional tactics with brand strategy.

And wait a minute. That same firm also claims: “We have the means to take over your marketing from top to bottom, evaluate your brand’s needs and develop a powerful strategy that maximizes profits.”

That’s where they begin to overpromise.

I don’t know of any digital firms that have account planners, market researchers or brand managers on staff who can help you with a brand strategy. Digital marketing guys are technology-minded specialists. They’re not trained — nor wired — to see the big picture.

For that, you need a marketing consultant or a strategic branding firm. Even an ad agency would be a better choice for strategy work than a digital marketing firm.

a new approach to website design BNBranding

 

 

1. Know where digital marketing firms fit into the overall marketing landscape.

These days, digital firms are constantly preaching their “digital is the future of marketing” sermon. And a lot of business owners are buying into the idea that a digital marketing firm is all they’ll ever need.

But the world’s greatest brands, and the fastest growing small businesses, recognize one old-fashioned business school fact: The best marketing is a MIX of things.

You need a MIX of marketing tactics.

A MIX of marketing talent and perspectives — both generalists and specialists.

A MIX of different media outlets to keep your brand visible and relevant. Not just social media posts or paid Instagram ads.

waste in advertising - BNBranding's Brand Insight BlogA healthy marketing mix means that some of your tactical marketing will be designed for a short-term bump in sales, while others will be designed for building long-term brand loyalty.

Some will be creative, design-oriented and “feel good” like what you get from design firms and ad agencies.

Some will be analytical and numbers-driven, like what you get from digital marketing firms.

And all those pieces should be aligned under one, coherent, overarching marketing strategy.

Strategy first. Tactics second. 

The old 4 P’s of Marketing still apply, and business owners need to pay attention to all four. Not just the one that’s covered by digital marketing firms.

There’s “Place” which has to do with distribution strategy.

There’s Pricing. 

There’s Product. (A great product makes all the other elements of marketing much easier.)

And finally, there’s “Promotions” which is a catch-all phrase that includes all advertising and  tactical marketing communications, including every specialized facet of Digital Marketing.

So you see, the tactical work that Digital Marketing firms do well — SEO, SEM, SMM, CPM and all those other confusing acronyms — is really just a small part of the overall tactical marketing picture.

Digital marketing firms like to compare themselves to “traditional advertising agencies” because the old, Mad Men model is an easy target.

But digital agencies are actually more similar to Direct Response agencies than they are to traditional ad agencies. Direct Response firms always have been driven by quantifiable data and measurable ROI.

I believe it won’t be long before the term “digital marketing” is dropped entirely from the industry jargon. Because everything’s digital these days. Even traditional old things like radio advertising and print are delivered digitally.

3.  Know the difference between marketing strategy and tactics.

Digital marketing firms will tell you how “strategic” their social media work is, and they’ll claim that everything they do is based on “strategic targeting.” That’s all good, but really, in the bigger scheme of things it’s just tactics. Do not expect marketing strategy from a digital marketing firm.

Mark Ritson, a world renown brand strategist and Professor of Brand Management puts it bluntly: “‘Digital Strategy’ is a contradiction in terms. What’s happening all the time now is tactics are getting perverted into ‘strategies’. What you really need is a marketing strategy.”

Strategy first, THEN tactics.

I know it’s confusing. And don’t feel bad if all your efforts have been tactical. Ritson says that 80% of all British companies don’t have a coherent marketing strategy. Everyone’s fixated on tactics these days.

Here’s a good post where you can read more about the differences between marketing strategy and tactics. 

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4. Know who’s really doing the work.

The business model for many Digital Marketing Firms is pretty simple: Outsourcing. They exploit and monetize multiple sources of cheap labor. They use crowdsourcing websites, they hire freelancers from Upwork or firms from Asia to do the work, and then they mark it up. Dramatically.

Some consulting firms also do that. It’s a good business model for them, but it’s not designed with the best interest of the client at heart.

There’s no synergy to those efforts because every little marketing tactic is being executed by a different person who knows nothing about your business. Plus, in most cases there’s no strategy to guide the efforts.

So before choosing a digital marketing firm, just know that they cannot help you with the big picture strategy work that’ll build your brand in the long run.

So you have two choices… Become your own, best brand manager and get really good at strategy, OR hire a brand strategy consultant to map things out before you ever jump on board with a digital marketing firm.

Without it, your digital tactics will not be as effective as everyone would like.

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4 the 4 Ps of Marketing BNBranding

The 4 Ps of Marketing – Plus one for Ecommerce

Every year, thousands of American E-commerce startups are launched with nothing more than a whim and a prayer and website. Most will fail. Some will muddle through, doing nothing particularly amazing, beyond staying afloat.

But a few will experience meteoric success and become iconic brands. (Think Zappos)

What’s the difference? Why do some e-commerce start-ups succeed while so many others come and go faster than a bad Chinese restaurant?

Often it’s for the same reason that traditional, brick and mortar businesses fail:

They ignore the 4 Ps of Marketing.

Many people in the on-line world seem to think you should abandon everything that was taught in Marketing 101 simply because they have a new distribution method. Apparently, the rules don’t apply to ecommerce entrepreneurs.

Nonsense. You don’t have to reinvent the wheel just because you’re only doing business online. You just have to take a little different route.

Take, for example, the traditional 4Ps of marketing: Product, Price, Place (distribution)  & Promotion. It’s an old-school notion that’s just as applicable today as it was in the heyday of Madison Avenue. However, there’s at least one new P you should also seriously consider.

But before we get to that, let’s look at the originals that make up the 4 Ps of Marketing. Consider it a handy refresher:

1. Product

There’s an old saying in advertising circles… “nothing kills a crummy product faster than great advertising.”

These days, it happens in hyper time.

Blogs, tweets, and consumer-generated reviews doom bad products faster than you can type “#bankrupt.” So the first P is more important than it’s ever been.

Thirty years ago, if you had pockets deep enough for a sustained mass media campaign and a good creative team, you could you could go to market with a mediocre, me-too product or service.

Not anymore. These days your product or product line-up has to be among the best in class. Because people expect more. They’re looking for something compelling — and genuinely different — that’s built in to your core product or service. In other words, the marketing needs to be baked right into the product.

Seth Godin Purple Cow BookSeth Godin talks about a Purple Cow or a “Free prize inside.”

Tom Peters talks about the pursuit of WOW!

Whatever. The fact is, Product still is, and always will be, the single most important P of the 4 Ps of Marketing. Doesn’t matter if your business is providing the latest, greatest mobile web technology, or an old-fashioned widget, Product comes first and all the other P’s fall in line from there.

2. Price.

I’m no expert on pricing, but I know this: Smart pricing strategies are more important than ever. Here are just a few of the reasons:

• The internet enables us to make more intelligent purchases than we did 15 years ago. We’re doing more research and minimizing “bad”purchases and buyer’s remorse. We’re still willing to pay a little more for premium brands, but we’re not going to get gouged. And we’re much more likely to price shop, since it doesn’t involve driving all over town.

• In the world of e-Business you can’t just apply the old “cost-plus” pricing model. It’s way more complicated than that. Even though internet-based businesses tend to have high margins you have to work really hard to develop sustainable revenue streams. In order to build a loyal following and, ultimately, generate revenues, many companies don’t charge anything.

• It’s harder than ever to compete on price. Unless you’re the size of Amazon or Walmart, forget about it! There’s always some other website waiting to undercut your price. You might be the low price leader in your little town, but now people are searching the world for a measly little discount.

So you have to go back to the first P.

You have to devise a product or service that has a perceived value that’s higher than your competitor’s, but a sale price that’s equal or lower.

Apple has adamantly stuck to their premium pricing strategy. It keeps them honest. It’s one of their brand fundamentals. They know they have to keep launching products that are superior in design and function. They understand price elasticity and the value of their brand.

3. Place.

The traditional third “P” refers to distribution channels and the placement of your product in stores. Basically, where and how you sell your product. This is still one of the most fundamental elements of any solid business plan.

Look at Costco… They said, we’re a wholesaler, but we’re going to open our warehouses to the public.

That’s a big idea. A purple cow based on the 3rd P.

Even though you may be selling your product strictly over the internet, Place is still critically important. In fact, you could argue that the internet, as a distribution channel, has actually added complexity to the decision…

Will you sell on Amazon? Use Amazon fulfillment? Start an affiliate program and let other web merchants sell your products? Will you warehouse some products, or drop-ship everything? Sell to specialty brick & mortar stores at wholesale? Thanks to the internet, there are all sorts of possibilities.

One thing’s for sure, when your website is your only storefront as well as your #1 marketing tool, you need to make sure it’s absolutely fantastic on every level. 

Messaging. Content. Ease of use. Overall design. Product presentation. Back-end functionality. It’s all important.

BNBranding how to choose the right message for your ads

 4. Promotion.

Historically, the fourth P revolved around mass media advertising. Sure, there were other elements such as sales promotions, telemarketing, PR and direct response, but advertising was the heart of it. And many businesspeople equated advertising with marketing.

These days, a lot of people seem to think social media is synonymous with marketing.

But social media is just another marketing tactic… Just another way to spread the word about your product or service. There are dozens of other tactics you should consider once you’ve devised a clear brand strategy.

Insight first, then execution. Strategy then tactics.

Once again, the internet complicates matters… Where there used to be just four or five you now have dozens… Content marketing, You Tube videos, paid search, Facebook posts, Twitter, Snapchat and a hundred other online options complicate the mix. The marketing landscape isn’t so much a landscape these days, as it is a landslide. Most business owners are overwhelmed by all the “marketing opportunities” out there.

And don’t forget packaging, which has always been lumped into this category. If you’re doing business exclusively online, your website is, essentially, the packaging.

But here’s the good news about the 4th P: The internet offers advertisers what they’ve always wanted: definitive, trackable ROI on every ad placement. Tracking those click-throughs to conversion allows you to hone in on the message that’s most persuasive and eliminate the promotional efforts that don’t pull.

So that’s a brief on the traditional 4P’s of marketing. Think you can afford to ignore any of them?

What about the new one I mentioned?

The biggest complaint against the original 4 P’s was this: They’re designed from the top down, around what the company wants, rather than what the consumer really needs. They’re too inwardly focused.

So here’s a new P for your consideration:

marketing perspective BNBranding 5. Perspective. The consumer’s perspective, to be precise.

Companies that thrive today are the ones that embrace the perspective of the consumer. Not the 1980’s idea of the consumer as one, massive heard of lemmings. We’re talking about individuals. Real people who are involved and engaged with your brand.

How do you do that?

It starts with market research in its most basic, fundamental form. It’s what Tom Peters calls “strategic listening,” and he contends it’s the most important job of any C-level exec or business owner.

Strategic listening requires that you set aside your existing perspective and listen without prejudice.

Some people simply can’t do it themselves… they’re too far inside the bottle to see clearly. So get some professional help. Talk to your front-line employees, customers, non-customers, competitor’s customers. Do it on the phone. In focus groups. In on-line chats. On Twitter or Facebook. Doesn’t matter. Just do it.

The point is, you’ll come away with a new perspective about the genuine wants and needs of your potential customers. And that insight is what weaves all the other Ps together.

It should be the starting point, not an afterthought.

You may have to change your product or revise your service. You might have to rethink your pricing structure, shift your promotional strategy or adopt an entirely new business model, but it’ll be worth it.

Because then you’ll have a business built on a foundation of solid marketing fundamentals… five P’s. Put them all together, and sustain the effort, and you’ll have one big, iconic B:  A Brand.

Want more on the 4 Ps of marketing and the fundamentals of branding: Try this post.

Need help getting that new perspective you need.  Call 541-815-0075. 

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Website Design & Development – How to make websites work on many levels.

BNBranding logoIt’s been very interesting to witness the progression of website design and development over the last 25 years. A lot of trends come and go, technology improves, entirely new platforms have been developed and the graphic style continues to evolve.

These days it’s much easier to do it yourself, and that DIY trend seems to be producing a lot of cookie-cutter, template-driven websites that are wearily one dimensional.

The fact is, your site needs to be multi-dimensional and continually evolving. Websites should never really be “done.”  In this age of mobile computing it needs to function as an on-line calling card, a customer service tool, a lead generation tool, an educational tool and, for many companies, a storefront.

So let’s look at a few of the most critical levels of website performance…

The good, old-fashioned, phonebook level.

In case you hadn’t noticed, the phone book has faded faster than you can say “Blackberry.” Now that we all have a computer in our hands at all times, Google IS the phonebook.

So on the most basic level, your website design needs to function as a phonebook listing. There’s nothing fancy about that. Phonebooks provided only the basics; who you are, what you do, when you’re open, where you’re located, and of course, the phone number.

The same can be said for your local listings on Google. Cover the basics, front and center, and make it very simple for people to access more information if they want it.

But that’s just the first 5 seconds of engagement. In many cases that same website design has to work much harder than that, for 50 seconds, or even five minutes.

Here’s an example:  Say you’re locked out of your car on a cold night and you’re searching for a locksmith. You’ll probably call the first company that pops up on Google that offers emergency service.

Comparison shopping doesn’t come into play.

website design on the brand insight blog

Six months later you need new locks on the doors of your office. There’s valuable stuff in there,  so you find yourself searching, once again, for a locksmith. But this time you have a completely different set of needs and expectations.

Same search terms. Same exact unique visitor. Different context. Different search criteria. Different emotion. Different behavior. So in that case, the locksmith’s website needs to work on another level. What served the purpose in an emergency doesn’t work for a more thoughtful purchase. It requires a little different website design.

The first impression level.

The most basic rule of marketing is to make a good impression. Quickly! If you don’t, your prospects will never make it to conversion. Doesn’t matter if it’s a business card, a Powerpoint presentation, any other tactical marketing tool… the first step to success is making a good impression.

So how do you do that on a website?

Famous Chicago MadMan, Leo Burnett, once said, “Make is simple. Make it memorable. Make it inviting to look at. Make it fun to read.” There you go. That old-school thinking still applies.

Unfortunately, that’s a tall order for web developers who are accustomed to writing code, not copy. And it’s impossible for business owners who are muddling through a do-it-yourself website… “Choose a color. Insert logo here. Put content there. Proceed to check out!”

The fact is, most small-business websites fail miserably on this basic, 30-second marketing level… They’re not memorable. They’re not fun to read. And there’s no differentiating features… they look just like a million other websites built on the exact same design template.

That’s why the bounce rate from home pages is so ridiculously high.  They don’t make a good first impression. In fact, most make no impression at all.

BNBranding how to choose the right message for your ads

The conceptual, branding level.

Pliny The Elder once said, “Human nature craves novelty.”

More recently, marketing guru Seth Godin said, “In a crowded marketplace, fitting in is failing. Not standing out is the same as being invisible.” The whole premise of his book, Purple Cow, is “if you’re not Distinct, you’ll be Extinct.”

Being distinct is what branding is all about.

Unfortunately, most business owners have no idea what “distinct” looks like in a website. And web programmers have a hard time disrupting the conventions of their tech-driven business, so you can’t rely on them for design innovation.

The conceptual level of your website revolves around your core brand concept — that one, engaging idea that goes beyond your product and price, and touches on a deeper meaning for your business.

bmw_uou

Brilliant, one-word ad that says it all for BMW.

For example, BMW’s core brand concept is stated very clearly: “The Ultimate Driving Machine.” It’s about engineering, handling and speed. It’s not a brand for soccer moms. The first glance at their website makes that clear.

When communicated consistently, a core brand concept will provide three things: Differentiation. Relevance. And credibility. Every great brand maintains those three things over time.

Often it’s not an overt statement, it’s a collection of symbolic cues and signals that come together to provide the ultimate take-away for the web user.

It’s the use of iconic, eye-catching images rather than stock photography.  It’s a headline that stops people in their tracks and questions your competitors. It’s navigation design that’s both intuitive to use, AND distinctly different. It’s clear, compelling messages each step of the way. And most importantly, it’s craftsmanship!

When your site is well crafted your conversion rates will dramatically increase. Guaranteed. So rather than just jumping into a quick, do-it-yourself site, stop and think about your brand. Do you even know what your brand stands for?  What your promise is? Can you communicate your idea in one sentence? Do you really know your market, your customers, your value proposition?

Those are the fundamentals. That’s the homework you need to do before you even start thinking about HTML programming. Because no amount of technological wizardry can compensate for the lack of a clear, single-minded brand idea.

The research or “how-to” level.

BNBranding - too many marketing opportunitiesThe deepest level of engagement in website design is content that educates. People are hungry for information and quick to examine the details of even the smallest purchases, so give them the meat they need to make an informed decision. Don’t make them go to your competitor’s website for honest insight on the purchase decision they face.

On business-to-business websites this often takes the form of webinars, videos, white papers, videos, articles, blogs and tutorials. On retail sites it’s third party reviews, product comparisons, user-generated content and the story behind the story of your products or organization.  This is where you site can get very deep and very relevant for serious prospects.

Don’t overlook this deeper level of informative web design. Don’t assume that everyone’s just going to buy right from the product page that they first land on. Many will snoop around and learn more before they click on the “buy” button.

The conversion level.

Of course, the ultimate goal of most websites sites these days is to sell stuff. Which means the definition of a “conversion” isn’t just gathering an email address, it’s sidestepping the middleman and moving product.

So the site isn’t just a marketing tool, it’s an integral part of your entire operation. Therefore, it needs to be integrated with your inventory management system, your POS system and your accounting software. It needs to be a living, breathing operational feature of your selling strategy.

Not only do you have to persuade, motivate and move people to action, you also have to provide a user-friendly shopping experience so people don’t jump over to Amazon and buy your product from some crummy, third-party reseller. So you need website design that’s both “On Brand” and easy to use.

If you want to improve the performance of your website, and transform your ordinary business into a powerful brand, give me a call. 541-815-0075. If you want more on Website design and development, try THIS post:

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1 positioning strategy BNBranding

The secret, missing ingredient of content marketing.

BNBranding logoIt’s the age of information, and much of the marketing buzz these days revolves around content marketing. Especially for business-to-business marketers, it’s all the rage.

We have YouTube videos, webinars, blog posts, slide sharing Powerpoint Presentations, Facebook updates, LinkedIn articles, tweets, podcasts, websites, ebooks, and white papers coming out our ears.

In many cases, all that content just adds up to too much information. Or at least, too much of the wrong kind of information.

The model that’s emerging seems to rely on dry, analytical information. Curated data, not original stories.

Data, data and more data. Most of it is totally devoid of emotion.

Occasionally, when someone gets really creative, they take the data and spruce it up with an “infographic.” So it looks a little cooler, but that doesn’t make the data any more interesting or relevant. It’s still just boring, factual stuff written for 20 bucks by someone in a faraway land who doesn’t know your business, your audience, your market or your brand.

What’s missing is a compelling narrative. A relevant story. An inkling of copy that will touch a nerve, make an emotional connection, and persuade people to do something.

As the old saying goes, facts tell, stories sell.

content marketing blog post from BNBranding in Bend Oregon

For better content marketing, be novel – tell a story!

Nothing teaches more effectively than a good story. Stories suck people in and involve the listener/reader/user on a gut level.

The use of character archetypes, metaphors, plot and drama can bring any subject to life. Even if you’re in a highly technical, scientific market niche, you can still use narratives effectively in your content marketing.

And that applies to all forms of content marketing, from cheesy little YouTube videos to elaborate webinars. You need to forget about information for a minute, and think about entertainment.  How you can involve the audience, so their eyes don’t just glaze over?

The trick is taking all that data, and pulling a story out of it that will resonate with the target audience.

There aren’t very many people who are good at that.

If you have a marketing staff of ten people, you might find one who can do it. If you’re a department of one, or a business owner/Chief Marketing Officer, forget about it. You don’t have time to research the articles and craft good stories.

So you better outsource it. Very carefully.

You need a good copywriter who can translate all your insider information, market research data, and “repurposed” sales material into something that actually engages people.

It doesn’t matter what type of content is is… could be a script for your next video production, or an investor pitch, or a trade show presentation. You need someone who can come up with a big idea and spin information into a memorable, relevant tale.

Nobody’s better at that than advertising people.

Many business people these days seem to think there’s no redeeming value in advertising. They think content is better, and that consumers will rail against anything that smacks of advertising. But people aren’t dumb… they know your “content” is just advertising in disguise.

branding blog from BNBranding in Bend Oregon about content marketingAdman George Lois said it well in his book, What’s The Big Idea: “I think people are absolutely brilliant about advertising. They have a microchip in their heads that places any ad in marketing context in lightning speed, enabling them to judge astutely what they see.”

So if they know it’s really advertising, you might as well make it great advertising.

Ad guys know how to tell stories that originate from one big idea. We can synthesize a whole bunch of client input into 30-seconds of entertainment. We can engage an audience quickly and effectively with repeatable sound bites and compelling, memorable images.

“Advertising can crystalize, in a few words, what the client’s business is all about,” Lois said. “If you create both visual and verbal imagery, one plus one equals three. Advertising is like poisonous gas… it should bring tears to your eyes and unhinge your nervous system.”

I bet your content marketing doesn’t do that.

Content marketing, like traditional advertising, needs both a strategic foundation and  exceptional creative execution. It should be one part science & technology, three parts art.

Advertising people are the only professionals who can bring those elements together. Journalists can report on what’s going on at your company, but they can’t deliver the missing ingredient in most content marketing efforts… art.

Advertising is an artistic mix of images and copy. It’s big, game-changing ideas based on savvy business insight. It’s craftsmanship in design, typography and copy. And it’s painstaking attention to detail.

If companies would apply those same standards to content marketing, we’d all be better off.

For more on George Lois, try this site.

For more lessons from the advertising greats, try this post. 

1 positioning strategy BNBranding

How to build brand credibility, one chapter at a time.

BNBranding logoMost brands are not like WalMart. They don’t spend a half a billion dollars a year flooding the airwaves with advertising in order to establish brand credibility. They don’t have enough money to sway public opinion in their favor, and all of them face stiff competition from bigger businesses.

So brand credibility is both an operational issue, as well as a marketing issue. You can’t just say the right thing, you also have to do the right thing.

I recently had to convince a retail client that he couldn’t change people’s minds regarding his biggest competitor; the big box store.

brand credibility BNBranding

“You can’t compete on price,” I said. “It’s just not a credible message.”

“Yes we can… They’re not really cheaper, not in this business,” he said.

“Doesn’t matter,” I replied. “Everyone believes they’re cheaper because the big box stores can buy in bulk. They have special deals with manufacturers.”

“No they don’t. No different than what we get.”

“I know they don’t and you know they don’t, but the public believes they do. And you can’t fight that perception.  It’s like City Hall.”

“Even if we advertised lower prices week-in and week-out for years, consumers won’t believe that you can match the big chains on price. If you want a credible brand, you have to hang your hat on something else.”

In that case, it was personalized service that became the centerpiece of their marketing. That’s not just a good story, it’s a credible brand message.

The little guys can always compete on service, because the public perception is that big chains suck at it.

But it’s not enough to just start running digital ads or TV spots that say you have great service. First you have to prove it, demonstrate it, and actually deliver it every day. That way, all the reviews and stuff that show up on social media will substantiate the claim.

It’s not just about good story telling. It’s also story proving. That’s how you build brand credibility.

Here’s the challenge: Consumers begin every brand relationship in a state of total DISbelief. They don’t have enough information about your business to like or dislike it, but they are not neutral about it, due to their inherent skepticism.

It’s the built-in BS meter they all have. They don’t believe anything you say.

So if they have no experience with your brand, and no point of reference, you have to do little things that will allow prospects to suspend their DISbelief.

It’s a far cry from getting them to believe your pitch or trust your brand, but it’s a start. You have to build brand credibility, step by step.

The best story tellers — novelists, screenwriters, movie makers, comedians, preachers — know how to get audiences to suspend disbelief and go along with plots that are a bit far-fetched.

By using vivid, believable details and dialog they draw us into their stories and “sell” ubrand insight blog post about brand credibilitys on characters that are bigger than life and settings that are out of this world. Think The Matrix, Star Wars and The Lord of the Rings.

J.R.R. Tolkien commented on the suspension of disbelief in an essay, “On Fairy Stories.”  Tolkien says that, “in order for the narrative to work, the reader must believe that what he reads is true within the secondary reality of the fictional world.”

In marketing, there’s a secondary reality in every market segment.

If you want people to suspend their disbelief long enough to “hear” your business pitch, you need to tell stories and use details that fit the context of that secondary reality.

Like the retail reality that says little guys can’t compete with the big box stores on price. You have to work within that secondary reality, not against it. That’s the importance of context.

In novels, vivid, realistic details that fit within that secondary reality (context) make the story more believable. More engaging.

The same holds true for marketing communications of all sorts. Dramatic details and believable situations help you sell your story and sway skeptics. Not dry, hard-selling facts, but character details that reveal the personality of your brand and demonstrate your understanding of the consumer and his or her problem.

Instead of shoving your product features down their throats, try for a more novel approach.

Start by listening. Suspend your own disbelief and really listen to what customer, prospects, and non-customers have to say about your brand and your business category.  Every little nugget of insight can be turned into a new detail that will help you build brand credibility, if you use them right.

Here’s one simple way to build brand credibility: Choose the right photos for your website.

Every image should help tell the story and support the secondary reality you’re working within. If you load up lousy stock images that look fake, no one’s going to believe the story that goes with the photos. Your brand cred will be shot.

Bend, Oregon marketing firm BNBrandingThat retail client of ours needed images that would support his story of superior customer service. So we didn’t use stock photos of smiling, happy customers. We created a whole new guarantee program that the big box store could never duplicate. Then we branded that idea with attention-getting graphics for the website, the ads, and the store. Good service wasn’t just talk. It was guaranteed.

Headlines are equally important.

You should keep your headlines consistent with the images and with the secondary reality of your target audience. (You can’t show one thing, and say something else.)

If you keep all those little executional details in sync with your operation, and maintain good practices over time, disbelief will turn to reluctant acceptance, acceptance to approval and approval to purchase. For a few lucky brands, it’ll even progress to a lifelong love.

As movie goers, game players and book readers, humans love to suspend disbelief. It’s an easy, welcome reprieve from the reality of everyday life. We jump on every opportunity we get… that’s why great commercials become part of the pop culture.

Mayhem guy for Allstate Insurance BNBranding blogThe Mayhem guy for AllState or the Old Spice campaign requires a bit of a leap. But we’re happy to do it, and go along with that reality, 30-seconds at a time.

We don’t want to be sold, we want to be entertained. If you do things right we’re willing to suspend our disbelief long enough for you to establish a dialog with us. And then a relationship. And that’s what brand credibility is all about.

So when you’re working on content for your website, or a story for your latest PR effort, make sure that it rings true with your operation.

For help with your own brand message, call me at BNBranding.

Read more on building an authentic brand 

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5

Sorting through the endless “marketing opportunities”

BNBranding logoThe marketing landscape isn’t really a landscape anymore. It’s more like a fast moving landslide, snapping trees and engulfing unsuspecting business owners up to their ears in muck.

Most clients I know can’t possibly wade through the complex maze of choices.

They are wearing so many different hats, they can’t begin to sort out all the “marketing opportunities,” much less make sound strategic decisions regarding each one.

Quite frankly, it’s silly to even try.

There’s affiliate marketing, agile marketing, advertising, analytics, ambush marketing, B to B, B to C, B to P, behavioral marketing, blackhat marketing, branding,  blog marketing and buzz marketing. And that’s just the first two  letters of the alphabet.

It’s nuts. This is one area where delegation and outsourcing are the only paths to sanity.

Even the biggest brands in the world, with massive marketing departments, can’t make sense of it all. Bob Liodice, President and CEO of the Association of National Advertisers summed it up at a recent conference in Orlando.

“Yes, there’s been substantial technological progress. But is that progress getting us anywhere? The answer is no,” Liodice said. “We should not accept this byzantine, non-transparent super complex, digital media supply chain. No one can understand it. ”

new approach to website designUnless you have a background in at least one major marketing discipline, or unless you have time to devote 30 hours a week learning this stuff, your business will be better off if you stay focused on what you know, and turn to a savvy marketing pro who can dodge the landslide altogether.

I’ve seen what happens when business owners try to forego that marketing help, and try to tackle too many tactics…

• Sloppy, ineffective websites go live, simply because the owner has more important things to do.

• Value propositions go undefined and miscommunicated, both to the sales staff and to end users. Ask 100 small business owners “what’s your value proposition” and at least half of them will be stumped.

• Trade ads get printed in consumer magazines because the “marketing person”/executive assistant doesn’t know the difference.

• E-commerce sales copy on umpteen online retail sites is unproofed, uninspiring and untrue, leading to lackluster E-commerce sales.

• High-dollar digital campaigns directed to teenage gamers pop up on Our Time – a dating site for people over 50. Re-targeting gone wrong!

• Marketing tactics and strategy get completely out of alignment.

• A company that provides private jet services spends hundreds of thousands of dollars on schlocky local TV ads. The phones ring, but no one buys. Big surprise. They’re shouting to the wrong audience entirely –  one that can’t possibly afford the product.

• Social media posts go viral – but they’re so off brand and out of left field, no one has any idea where they even came from.

Yep, the good, ol’ American do-it-yourself mentality dooms many marketing efforts, and even ensures the failure of thousands of businesses every year. For every new tactic, and every variety of marketing, there are a hundred different ways to screw things up.

waste in advertising - BNBranding's Brand Insight Blog

So what are you supposed to do? How can business owners find the right marketing tool for the job and quit wasting time on marketing opportunities that go nowhere?

First of all, you need to have a general grasp of the complex marketing landscape.

Reading this blog and other credible sources is a good start. You need to know just enough to manage the process. It’s no different than managing lawyers or accountants or programmers… you can’t be totally in the dark about what they’re doing

Second, find someone you trust implicitly to help you wade through all the marketing clutter.

There are thousands of capable consultants, agencies, firms and freelancers who would love to help you. They will pour heart and soul into your marketing efforts, if you just treat them fairly and pay them on time and accept their outside perspective as a positive.

It’s easy to say, “yeah, well you don’ t really understand my business.”  They may not know it as well as you do, but what we do know is marketing, That’s what you’re hiring us for. We can learn the ins and outs of your operation as we go, just as you can learn the basics of marketing and branding.

Third, set clear goals, expectations and metrics.

Demand some accountability. The last thing you need is someone running around spending all your marketing dollars with no clear direction.

Balance your marketing strategy and tactics with BNBrandingYou need to balance your strategy and tactics and possibly even pull all the pieces together with marketing automation tools.

So start with strategy, not tactics.

Social Media marketing is not a strategy.

Digital advertising  is not a strategy.

Marketing automation is not a strategy.

If you don’t know the difference between strategy and tactics, all the more reason to  outsource your marketing.

Don’t expect a specialist in one little marketing niche to understand the entire marketing landscape. It may take one person to set the strategy and another group to execute all the tactics. After all, there are a lot of them.

I have a client who has spent 10 years studying marketing, just so he could “talk intelligently” with people like me.

He has read hundreds of marketing books, attended conferences, and traveled the country to hear the big-name gurus speak. He’s learned a lot, and yet he freely admits he could never do what I do. Because learning it from a book and actually doing the work successfully, over and over again, are two different things entirely.

But now he knows enough to manage the process. And he has someone he trusts to help him choose his opportunities wisely, and maximize every one.

Here’s more on how to find the right person to manage the complex marketing landscape.

If you want help navigating it all, call BNBranding. And if you’re thinking about marketing automation tools, we should talk.

1

“Brand” Trumps Managerial Incompetence.

I need to stop being surprised by managerial incompetence.

managerial incompetence Brand Insight Blog by BNBrandingHonestly. I need to reframe my expectations and just be pleasantly surprised when I encounter an exception to the rule. Because everywhere I turn, knumbskulls, nuckleheads, nitwits and nincumpoops seem to rule the world.

These are just a couple examples that I’ve encountered in the last year:

The retail store owner who has no handle on her inventory levels, media expenses or her labor costs.

The non-profit executive who has a revolving door of talent, going only one direction. (Four different marketing directors in five years.)

The managing partner of a professional services firm who constantly, habitually, over-bills his clients.

The Director of Communications who doesn’t communicate with anyone internally.

The CEO who can’t pull the trigger on anything more meaningful than which consultant to hire.

Failures like those are rampant. One leading consulting firm reports “with solid empirical justification, that managerial incompetence across all levels is 50%.” (Of course, their study didn’t include the companies that went out of business due to managerial incompetence.)

So the bad news is, there’s a 50-50 chance that your boss or your manager is incompetent. The good news is, 50% of the companies you compete with are also chock full of managerial incompetence.

And here’s more good news:  It’s well documented that strong brands help companies weather all sorts of managerial miscues.

Strong brand affinity can help companies weather a price war. According to the International Journal of Business Research, a brand acts as a buffer when the company fails on the customer service front.  And beloved brands can weather PR storms that would make most companies melt.

Look what happened to Toyota.

In 2009 and 2010 Toyota recalled 8.8 million vehicles due to safety concerns with accelerator pedals.  Time magazine ran a feature story titled “Can Toyota ever bounce back.” One industry expert told CBS Anchor Harry Smith, “We’ll be seeing major problems with the Toyota brand for at least a decade, maybe two.”

Toyota’s CEO quipped that he was not Toyota’s top executive as much as the company’s chief apologizer for blunders, mishaps and overall sluggish business. It was a PR disaster, and another example of managerial messiness.

Business Insider reported “The company failed miserably in its initial crisis management, but that’s what makes Toyota’s case so intriguing. Despite its monumental mistakes early on, Toyota still bounced back. Why? It didn’t take long for the public to remember Toyota’s previously stellar reputation.”

Contrary to all the doomsday speculation, the Toyota brand made a quick recovery, recapturing its status as the #1 selling car brand in America. (In 2016 they had the #1 and #2 selling car in America.)

Not surprising really, given the consistency and long-term track record of the Toyota brand.

“The Toyota brand showcased its resiliency, with its positive reputation built up over decades of good performance. The company leveraged this, focusing its marketing once again on safety and its proven track record. It had to show that this disaster — including its own horrible mishandling of the situation — was an aberration.”

branding blog about toyotaToyota has been one of the world’s most beloved brands for over 30 years. People absolutely love their Land Cruisers, Corollas Camrys and Civics. AdWeek magazine puts Toyota at #67 of the world’s top 100 brands, the highest ranking of any automobile company. (Volkswagen is the only other car brand that makes the list, at #89. Forbes reports that Toyota is the 9th most valuable brand in the world.

So what does this all mean for the typical small to mid-sized company? Here are a few lessons:

1. It pays to consistently deliver on your brand promise. Toyota’s resurgence proves that branding is a process of consistency and endurance. Year in and year out they keep delivering on the idea of reliability and resale value. So when the company hit that bump in the road, it didn’t really slow them down. What’s your brand promise, and are you delivering on that promise every day?

2. Managers make monumental mistakes. CEOs come and go, often in a flaming blaze of glory. Products sometimes fall drastically short. But if you’ve built a strong brand your devoted fans will cut you some slack. The emotional connection they have will prevail over any short-term disappointment.

3.  A solid brand platform is critical to the success of your management team. They gotta know what you stand for, and they’re not necessarily going to get it unless you spell it out for them. You have to communicate your brand promise all the time, and promote it feverishly with your team. How else are they going to understand the culture, the core values, the expectations of consumers, and the business goals? Don’t assume anything.

4. Great managers are hard to find. No one has the childhood wish of becoming a great manager, so if you have some on your team, keep them there! Reward them handsomely. Treat them like Gods. Transform their relatively mundane, under-appreciated work into something truly valuable.

5. Create an atmosphere of forgiveness, where failure is rewarded rather than punished. They’re going to make mistakes — remember the 50% incompetence stat — so you might as well embrace it. Encourage action and let your managers know that doing something wrong is better than doing nothing at all.

6. Make every manager a die-hard brand champion. If they’re not, get rid of ’em.

For more about the power of a great brand, read this post

1 bank branding on the Brand Insight Blog from BNBranding

Is “Inspiring Bank” an Oxymoron? The Branding of Umpqua Bank

It’s interesting, where people find business inspiration. For some, it’s the pages of Forbes or podcasts with big-name entrepreneurs. For me it’s the bookstore or the latest issue of Communication Arts or working directly with business owners.

I don’t think anyone looks at bank branding as a source of inspiration.

bank branding on the brand insight blogBanks are not known for their inspiring interiors or groundbreaking marketing practices. The most exciting thing to ever happen at my bank was the emancipation of the counter pens…  They were released from their chains and replaced with crappy logo pens that are now free to take home with just a purchase of a $10,000 15-year Certificate of Deposit.

Nope. The banking industry is the last place I’d look for business inspiration or marketing insight. That is, until I met Ray Davis, the recently retired CEO of Umpqua Bank.

Turns out, he’s not inspired by the banking industry either.

According to Davis, the key question driving strategy discussions at Umpqua has been, “How can we get people to drive by three other banks to get to ours?”

That question has steered the bank’s team to look outside the financial sector for inspiration. For instance, Umpqua’s brand has been heavily influenced by the retail industry. “Build the branches around interactions, not transactions.”

Umpqua Bank has grown from $150 million to $24 billion in assets during Davis’ time as CEO. Today it has 350 stores in three states. But perhaps more importantly for the brand, Umpqua has been included in Fortune Magazine’s list of 100 best places to work  — eight years in a row.

Bankers and banking consultants from all over the world visit the Umpqua headquarters in Portland and the San Francisco branch to see what they’re doing and how they’re doing it. And what’s even more impressive is that executives in completely different industries are also looking to Umpqua for inspiration.

Turns out, we really can learn from a bank when it comes to branding.

So what’s behind it? What’s turned this small town brand into one of the fastest growing banks in the nation?

“Umpqua started to take off once we realized what business we’re really in,” Davis said. “I don’t believe we’re in the banking industry. We’re in the retail services business.”

When Davis applied for the job at Umpqua he warned the Board of Directors that he was going to throw out all the old conventions of the banking industry and start something completely different. Because he believed they couldn’t compete against the big guys in any conventional way.

“Banking products are a commodity,” Davis said. “You can’t differentiate yourself that way. The big guys are just going to copy any good new product we come up with. But they can’t copy the way we deliver the service. They can’t copy our experience.”

bank branding on the Brand Insight Blog from BNBrandingFor that, he borrowed ideas from two great retailers… Nordstrom and Starbucks.

Umpqua stores look more like the lobby of a stylish boutique hotel than they do a bank. You can settle into a comfortable leather chair and read all the leading business publications. Have a hot cup of their Umpqua blend coffee. Check your e-mail or surf the web. Listen to their own brand of music and maybe even make a deposit or open a new account. Who knows.

It’s a dramatic leap when you compare that experience to the cold, marble standards of the banking industry.

Clearly, Davis knows how to execute. He doesn’t talk about “execution” per se, but he obviously has the discipline to match the vision. He’s knows how to motivate and how to manage an organization through dramatic changes. And he’s built a corporate culture that aligns with the brand promise.

Here are some of the things Davis has successfully implemented and some reasons why bank branding is now on my inspiration radar…

• Random acts of kindness:  Local Umpqua teams just do good stuff, like buying coffee for everyone who walks into a neighboring Starbucks. They don’t have to ask permission.

• They get their customer service training from Ritz Carlton.

• Every Umpqua employee gets a full week of paid leave to devote to a local charity. That’s 40 hours x 1800 employees! Any other banker would do the math and say it’s too costly. Davis says it pays off 100 fold. That’s bank branding at it’s best.

• They have their own blend of coffee. Shouldn’t every great brand have its own blend of gourmet coffee?

• Proceeds from Davis’ book “Leading for Growth. How Umpqua Bank Got Cool And Created A Culture of Greatness”go to charity.

• They invented a way to measure customer satisfaction. As Fast Company Magazine put it: Umpqua Bank has a rigorous service culture where every branch and each employee gets measured on how well they deliver on what they call “return on quality.”

• They embrace design as a strategic advantage. At Umpqua branches, everything looks good, feels good, and even smells good!  It’s the polar opposite of a crusty old bank. It’s a pleasing environment, which makes an unpleasant chore much nicer.

• Davis GETS IT. He knows, intuitively, that his brand is connected to their corporate culture. “Banking executives always ask, ‘How do you get your people to do that?’ It’s the culture we’ve built over the last 10 years. It doesn’t just happen. You don’t wake up one day and say, gee, look at this great culture we’ve got here. Our culture is our single biggest asset, hands down.”

Umpqua-bank-interactive• He’s a great communicator. Davis doesn’t use banking stats to motivate and persuade. He uses stories, analogies and real world examples.

• He embraces the idea of a big hairy audacious goal. In fact, everyone answers the phone “Thank you for calling Umpqua Bank, the world’s greatest bank.”

So the next time I’m looking for inspiration, maybe I’ll skip my usual haunts and head down to the bank for a cup of coffee.

For more inspiration, try THIS post.

For inspiration regarding your own marketing efforts, call me at BNBranding.

 

hire the right marketing person

How to hire the right marketing person — the first time.

hire the right marketing personMost business owners don’t know how to hire the right marketing person. I’ve seen many good, stable companies churn through dozens of people before they find a match.

The revolving door gets costly.

The companies I work with rely on small, efficient teams of people for all their marketing needs, and without good leadership the marketing efforts can go completely astray.

So sometimes, the best marketing advice I can offer is how to hire the right marketing person.

It’s not easy, and the answer varies dramatically, depending on the skills and interests of the CEO or owner. But one thing’s for sure… If you have a fledgling start-up, you better think carefully about the type of person you hire to spearhead your marketing efforts.

The most common mistake is hiring a specialist to do it all… someone who’s deep into SEO, or social media, or web programming, or brand journalism, or graphic design. Whatever.

Those “doers” are all important team players in your marketing mix, but what you need is a thinker/doer to lead the way. Unless you’re a marketing generalist yourself, you’ll need an idea person who can wear many different hats.

According to the Harvard Business Review, “top marketing talent must be able to combine skills that don’t often go together, and might even seem contradictory…  Analytical + Creative. Innovation + Execution. Storytelling + sales skills.”  You won’t find that combination of skill sets in a specialist.

Brand Insight Blog by BNBrandingIn this age of marketing specialization, you need a generalist… someone who can take the podium and speak for you on minute, and then jump in and get work done the next.

Here are three good tips on how to hire the right marketing person:

1.  Broad experience means better perspective.

The marketing game is changing quickly these days, and there are a lot of moving parts. You need someone with enough perspective and experience to understand the entire playing field and keep all the balls in the air.

If you hire a specialist you’ll get a myopic view of marketing and branding. If she only has experience in social media, she’ll assess your entire branding effort and come up with many creative ways to use social channels.

It’s like the old saying… if all you have is a hammer, everything looks like a nail.

Recently I sat in on a presentation by a young man pitching his social media expertise to a non-profit organization. With no research, no understanding of the brand or the business model, and no experience to speak of, he was absolutely convinced that $1500 a month in Facebook posts, ads and boosts could ­­– and should – replace every other tactic the client was using.

That’s not the kind of thinking that will take your business to the next level.

3. Specialists don’t know strategy. 

Specialists often talk “strategy.” One will offer an email marketing strategy, another candidate will bring a social media strategy, a digital strategy, a direct response strategy, a Facebook strategy, an SEO strategy and even a SnapChat strategy.

hiring the right marketing person Brand Insight BlogIf you’re not careful you’ll be swimming in “strategies.”

Don’t be fooled.  There’s only one strategy. Everything else is just a to-do list.

British adman Simon Pont puts it quite well: “One strategy, one collective intent; many expressions and executions, all with moving parts and all aligned. It’s all about linking into that one given strategy and expressing it through many specialties.”

You can always hire outside help on a project-by-project basis to execute specific tactics and get through that tactical to-do list. What you can’t find so easily is someone who can think strategically and come up with ideas that actually do qualify as a true marketing strategy.

“A strategy is an idea… a conceptualization of how a goal could be achieved.”

Emphasis on IDEA! Successful marketing strategies are rooted in big ideas. Not punch lists.

For a big idea you need someone with creative skills, uncommon business sense and a good working knowledge of all the different marketing specialties.

In a perfect world you’d find an experienced, well-rounded marketing pro who brings advertising planning experience as well as creative skills to the table… a one man marketing machine who could to analyze market research data one day, extrapolate that one little nugget of consumer insight you need, and write a brilliant ad the next.

That’s a rare breed. If you find someone like that, pay him or her handsomely. Give them tons of freedom and let them in on every crucial management decision. I guarantee you, your company will be better off for it. If you can’t find that person, call me.

3. Effective managers know something about what they’re managing.

If you hire a manager who knows nothing about computer programming, he’s going to have a very hard time managing a team of computer programmers. Some fundamental knowledge of the material is necessary.

Same holds true in marketing. Most specialists simply don’t have the fundamental knowledge of the material they need to manage the whole effort efficiently.

For example… If you hire a social media specialist to drive your entire marketing effort, she’s going to struggle when it comes to managing traditional advertising, content marketing, direct response TV, or any other tactics.

Don’t expect that person to suddenly be capable of doing anything beyond her specialty. That’s just not realistic. Marketing is important, and you could lose a lot of money waiting for your marketing leader to “grow into the position.”

Instead, hire a generalist who’s already there. Then hire a specialist to do her specialty thing under the leadership of the savvy generalist. Don’t hire a specialist to manage other specialists. It doesn’t work.

Look, hiring right is very hard. I know that. (That’s why I’m a firm believer in hiring HR specialists to handle the initial screening and recruitment and help with the interviewing.)

Hopefully this piece will help you avoid a lot of costly trial and error when hiring a marketing person. And maybe a great, well-rounded marketing generalist will find the perfect position that will lead to fame and fortune.

For more on how to hire the right marketing person, try this post.

BNBranding's Brand Insight Blog

 

 

 

About the author…

John Furgurson is one of those valuable generalists. He cut his teeth in the direct response advertising and has done corporate film, advertising of all kinds, content marketing, PR, social media and just about every other specialty under the big branding umbrella. So if you’re still wondering how to hire the right marketing person, hire him to lead your marketing team, and then just add a couple specialists in supporting roles. 

content marketing for small business

Content Marketing – Finding and providing something genuinely worthwhile.

content marketing for small businessWhen The Cluetrain Manifesto was first published on the web back in 1999, Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.”

What do you mean, “again”?

Never has the average Joe been afforded  unrestricted access to an audience any bigger than the crowd in a neighborhood pub. This giant electronic soapbox delivers a world-wide audience. Anyone can pontificate at will, on any subject, and potentially reach billions of people across the globe.

How cool is that?

content marketing Brand Insight Blog by BNBrandingThe democratization of online publishing allows anyone, anywhere, the ability to post thoughts, opinions, photos and articles. It has inexorably changed politics,  journalism, medicine and business. It’s a game-changing tool for small-business marketing.

You could argue that it’s the greatest thing since the invention of the radio broadcast.

 

On the other hand, the Internet is also producing a cacophony of epic proportions.

Brand Insight Blog

 

 

 

Used to be, you had to have genuine expertise a in a given line of work in order to get “coverage.”  If you wanted to get published  you had to get past the editors in control, and they were brutally picky.

So the criteria was strict: You had to have something unique to say and a unique voice with which to say it. Therefore, publishing articles was not a particularly common element of most small-business marketing plans.

Content marketing is a different story.

There are no editors screening the content delivered on the internet. Any dimwit can start WordPress blog. Content farms are selling the same articles over and over and over again for $10 a pop. Regurgitation and plagiarism is now being touted as “content curation.” Corporations are hiring print and TV journalists to produce marketing content disguised as authentic news. Bloggers are now “digital influencers” peddling their soapboxes to corporate marketing managers.

Probably not what the ClueTrain authors had in mind.

I frequently get solicitations (ok junk mail) offering pre-written “content” for this blog. For me, it’s a business proposition that just doesn’t compute.

Most of the time the article offered is off-topic, as if my marketing-minded audience will suddenly be interested in  a piece about overnight skin rejuvenation. Often these unsolicited articles are obvious plugs for a product or a company. They’re never well written, thoroughly researched, or authored by anyone I follow/respect in the business.

Why on earth would I run an article like that?

How could that approach to content generation possibly be good for my brand? Or my audience?

Sure, I could probably generate a little bump in short-term traffic, but it’s not going to produce loyal readers. In fact, it’s more likely to drive readers away.

Great brands are built on consistency and quality, not just clicks.

I also get a lot of questions from aspiring bloggers, so here’s a piece of advice… Think about your brand first, and clicks second.

If you produce content of value — something you and your audience really care about— then the traffic will come eventually. There is no shortcut to success, and a genuine human voice will always play better than some anonymous article you picked up and reposted, along with a hundred others bloggers.

Also, always remember how much saturation there is. On most subjects it’s too much information from too many questionable sources. It’s in one ear, and out the other.

For instance, you could never wade through all the online chatter about social media marketing…

“Will it help my small business marketing effort? Can I build a brand around it? How do social media marketing? Can I generate leads on Twitter? Where’s it all going? What’s it all mean for small business marketing?”

I don’t know. It’s still evolving.

But I know this: Just because you have a blog and a few thousand friends on Facebook doesn’t make you a social media marketing guru.

There are a lot of young wannabes in that field who will gladly charge you for consulting, but few real gurus. It’s too new, too experimental. Guru status comes from wisdom, proven results and the perspective you can only get from years of experience.

So if you’re a brand manager, marketing director or business owner trying to figure out the social media thing, beware. Many of those purported experts or thought leaders are just good salespeople and tech-savvy online self-promoters riding the wave. When you’re scouring the internet for insight, pay close attention to the attributions and read the “about us” section to find out who’s really doing the talking.

Locke preached a sermon of hope for the digital pulpit. He predicted that the internet would forever shift the nature of business communications, and he envisioned a world where the consumer would have a voice and corporations would have to listen.

Pretty good crystal ball, he had.

Many big brands are embracing the online “conversation” and are getting better at communicating on a one-to-one level. They may not be the earliest adopters, but they’re catching on and beginning to respond to consumer wishes.

If nothing else, they’re now painfully aware when people start spreading negative word-of-mouth.

But corporations don’t control the bulk of the internet conversation.

It’s the small-business marketing experts. It’s the average Joe on his soapbox with a big ego and a pay-per-click budget. It’s the stay-at-home baker who wants to brag about her latest batch of cookies. It’s the teenage entrepreneur cashing in on Youtube.  Those little businesses are popping up faster than you can say, “what happened to Myspace?”

And that’s great.

Unfortunately there also are many modern snake oil salesman peddling their wares with content marketing. Despite the advances of social media, (or maybe because of the advances) there’s more phony crap out there than ever before.

The self-help industry. The diet programs. The plastic surgeons. The get-rich-quick guys. And my personal favorite, the golf swing gurus. Every Tin Cup wannabe has an instructional DVD or downloadable E-book available on the web. And they’re all “guaranteed to shave strokes off your game.”

Golf Digest wouldn’t publish any of them on a bet. The quality is no better than the corporate spiel that Locke railed against in Cluetrain Manifesto. “The voice is like a third-rate actor in a 4th rate play reciting lines that no one believes in a manner no one respects.”

Yep.

Sometimes I long for the good old days when websites weren’t free and there was some barrier to entry on the internet. But not really.

We’ll all put up with some noise in exchange for the freedom of speech that the internet provides. And small-business marketing is better for it.

Now I’m just hoping for a natural weeding out process.

For more on small-business marketing and content marketing, try THIS post.. 

For affordable small business marketing help, call me at BNBranding.

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