Archive for the ‘Social Marketing’ Category

I was reminded  of Sally Field’s Oscar acceptance speech while I was looking into some Facebook marketing ideas the other day. The question on everyone’s mind when trying to apply Facebook to their Internet Marketing is “Will they like me?”. It’s really the wrong question to ask. What businesses should be asking is “Do they really like me?”.

Reveal Pages and Tabs with one-step or two-step actions are all the rage when integrating your FB business into your total business marketing. Like us and win something, or get special access to somewhere, or more often than not get an opportunity to get tons of meaningless social communications. When the goal is simply to get people to Like you on Facebook, the result is often as fulfilling as getting someone to like you at a party or bar; might feel good for the moment but the likelihood of a long-lasting relationship is slim.

Listen up folks: there is no magic bullet for marketing. If you are in it, you’ve got to be in it for the long haul. You didn’t build your brick and mortar business overnight, and you didn’t make your most trusted friendships in a day either. There is no reason to think that a quickie Like on Facebook will have any more resonance than an old-fashioned quickie. We all like to be liked, but we need to be loved to gain from our relationships.

Selling is about sales, but business marketing is about building relationships. Don’t ever confuse the two. As any good salesperson will tell you (and if they’re really good, they’ll tell you over and over again), you have to gain your customer’s trust after you get them to like you. You might get the one-off sale on “like” alone, but you won’t get the repeat customers that businesses strive for.

So if you’re planning something social that has the schedule of a fruit fly’s lifespan in order to gain new business through Facebook, be ready to have a lot of one-night stands. It might be satisfying enough to get you through each day, but don’t expect romance.

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Facebook wants to you to keep it crisp and tight. At least that’s the latest rumors to be found at http://www.allfacebook.com/90-characters-2012-02, where it states that the folks at FB wants to keep ads to a 90-character limit. Shorter ads, more ads per page. More ads per page, more revenue streams.

Makes sense but opens up a can of worms for those still struggling to make do with the paltry 135 characters currently available. <- that by the way was 130 characters.

Creativity is the word of the day. Messaging with less elocution. The trend for language throughout the world of the web continues the downward spiral; from 175 characters ads in sponsored advertising (like Google AdWords), to 140 for Tweets, and now this current predicted truncation on Facebook.

Not that this is all too new – those familiar with high-cost real estate or sex partner advertising in newspapers are long familiar with the creative process of abbreviated messaging. Care for a 2/1/1 DA ez comm 825sf bsf only? But with those shortened code messages comes the requirement of a user community familiar with the acronyms and abbrs. Desperately hunting for apartments force-teaches many to become experts in the linguistics of the newspaper ads, just as years of playing around with text messaging has both created and force-taught millions how to lol at the mztks of novice texters 🙂

The question is, how fast will a new language take to form that will fit comfortably into the confines of Facebook advertising, and how valuable will it be to users to teach themselves how to navigate the language? Only time will tell.

Ltz hop it dznt kll lang al2gthr!

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Let’s be honest with ourselves as businesspeople: are those Facebookers really your “friends” and to they really “like” your company? Are they following you on Twitter because you are the smartest and best of breed in your industry?

Hopefully the answer to those questions is a resounding YES! But like I suggested at the start – let’s be honest. You probably gave something away on Facebook that was liked, and the opportunity to get more stuff for free is why so many might be following you.

You tell your kids that they are great when they sometimes are simply mediocre at sports. Was your wife really beautiful that night at the party, or was that a little white lie to make her feel good? Were you really happy that your customer called, or was that closing “So glad we spoke” simply a way to put an upbeat ending to an otherwise painful conversation?

We run our businesses as well as we can, and if we are good we put extra effort into making sure our products or services are better than most. When we excel it is usually because we have kept our eyes on the ball and made sure our customers are not dissatisfied. As I have heard it said so perfectly before, we strive to suck less than our competitors.

That’s not a low bar I am setting. Rather it is simply a matter of truth in advertising. We are selected and kept by our customers because they find in us a value that goes beyond what we sell or do. You can’t really believe that you are the only one who could do what you do, nor should you be delusional in thinking that you are the very best in the entire world at doing it. You succeed because you convince your customers that you are the only one FOR THEM to do what you do, and you are the best FOR THEM at doing it.

The social lies you tell are not dishonest; they are comforting. In the world of Internet Marketing, we optimize for our clients on the basis of what searchers want to hear (okay, see really, unless we are talking video, but let’s not digress). If they want the “best garage door repair service” possible, then that is what you are when you optimize for the web. When someone is looking for “great French food”, it is the only food your restaurant serves on the Internet.

Those Facebook likes you want are going to come from something you offer that a user likes. Don’t be depressed because they really don’t like you or your business; it’s all going to be fine because you’re going to tell that “liker” that you think they are the best friend ever!

A social lie, but it’s okay.

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