Archive for the ‘duct tape marketing’ Category

"You need this?"


[tweetmeme source=”MarkBrimm”]

Perhaps one of the biggest irritants to any entrepreneur is the legal and technical red tape which larger companies can fly through, but which small business can easily trip over. It can slow your pace just seeing it up ahead. It can bring you to stop entirely and rethink everything you’d planned. It can even back you down if you succumb to the fear of what is entailed.

I learned recently how red tape can slow us down just enough to show us what we need to work on. It made me think how I sped through certain parts of a great plan and didn’t pay enough attention to crucial strategy areas. I got to the point of disillusionment, and then the next morning…I was sitting at my desk feeling grateful for the opportunity to save my idea. And I owed it all to the barriers that I had come up against by rethinking what I was trying to accomplish and how it would play out.

Red tape is scary for an entrepreneur who doesn’t have loads of capital on hand to throw at it. But red tape can actually cause us to rethink what we’re doing to the point of re-examining all the holes in our plans. It can actually show us how we’ve rushed over certain parts in our giddy excitement and neglected crucial legal, strategic and even ethical issues (which directly influence our brand down the line–and us, ourselves). In short, red tape is in reality like that person at the 8-K marker of the 10K race holding the water, asking you with a gesture “You need this?” Maybe you do need it for the last 2 K ahead before the finish line. An experienced runner might be tempted to think “It will only weaken my resolve, upset my body’s stride” but that stride may be in a very different condition 1 K down the line without a refresher in critical fluids to muscles that are nearly cashed.

We all need to refresh our outlook on what we’re doing from time to time. Red tape is, in the end, just a last ditch opportunity to do just that, before we go in too deep to back out. Red tape is…good?

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...Twingle, cowboy! [tweetmeme=”MarkBrimm”]
What’s twingling? It’s mingling on Twitter. Lots of people are tweeting on Twitter these days. And lots are NOT, even though they have an account. The reason? Stage fright, lack of a feeling for the medium, who knows.

It’s bad enough if you’re not an internet person, but many are downright intimidated by a social media platform like Twitter, where everything is instant–and who can blame them? Here’s a few tips that should get even the most bashful Twitterer up and throwing down tweets in no time…

Tweeting is supposed to be a way to network professionally one second and personally the next without batting an eye. Casual exchanges are what Twitter are all about. If you’re natural and off the cuff, people trust that you’re not reading from a script, which would make you a “bot” (a robot, or a program, usually selling insurance, porn…if you’ve ever been in a chat room or gotten spam emails, surely you get what I’m saying here). Tweet as if your grandmother or boss might read it, but with enough of the real you that you could make people laugh and get a feeling for the real you just from reading your updates.

Next, you’ll want to avoid repeating yourself. This is crucial if you have something to promote. It’s okay to promote your junk several times a week, but a daily grind of that, as Chris Brogan has said elsewhere, makes you “that guy” and you don’t want to be “that guy”, right? To avoid overkill, restrict yourself to a few tweets a week that blatantly promote your stuff, unless you can tie it into a blog post that has value other than just to sell something. And try to avoid copying and pasting a previous tweet…you need to be original in each tweet. Forget about the possible SEO implications in spamming people repeatedly with the same exact message and accompanying product link, think of your followers. You’re building trust, remember? Trust on Twitter means likable and (hopefully) a source on your topic that’s worth hearing.

This next bit is for businesses. Listen to me carefully: …give stuff away.

That’s right. Twitter is the place to give it away…now! Before someone else beats you to it. It can be anything from blog posts to PDF reports and ebooks to discounts on what you sell, freebies, contests, branded t-shirts and coffee mugs–whatever you think makes sense to walk someone down the purchasing aisle. But keep it real. Even if you’re doing business on Twitter, it should be fun and natural, like an in-person interaction.Since you’re now on your business soapbox, use hashtags or goodness sake! ( example: #CelticsTickets ) Hashtags are a way of notifying Twitter applications that someone is talking about that thing you want to promote, and directs them there. This can work for topics and whatever. It needn’t be business-related, and probably shouldn’t be as a rule, just to avoid being “that guy“.

The thing about social media is that its social, first and foremost. Mingle, add the people you connect well with (don’t bother to ask them first), network, joke, but you may want to keep it PG-13 if you’re smart. You never know who’s watching.

Once you get your legs, you may want to use monitoring tools like HootSuite to help you monitor not only who’s talking to you, but who’s saying what about you or your brand. Respond immediately and directly and try to keep your customers or prospects (or friends) engaged and happy with your company/you. The flip side of this is to prevent PR flubs that could really cost a big company lots of headaches! Friend-wise, the stakes might also be high if people are using twitter to connect family or friends and you’re in the clan.

People who more or less follow these guidelines will naturally get more followers, even without all the software or careful monitoring of their following tactics (which are all perfectly well and good and reasonable). Once you have the hang of it, check out my article on how to go in depth by master some wise tweeting habits.

Still here? Get out there and twingle, cowboy! [tweetmeme=”MarkBrimm”]

Moms Make Excellent Linchpins

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I’ve been noticing more and more all around me lately on how Mompreneurs got game. I’ve found myself writing about, to and for them. Everywhere you look, they’re doing it up right. They latch onto social media best practices fast, are eager to learn, and most often (in my experience) lack the automatic ego us guys, I’m afraid, have a very hard time overcoming. Just posted a nice little ditty on something I call “Twitter SEO” (how Twitter impacts SEO efforts, not on how to make spam on Twitter, and not addressing all of the more social aspects SMO concerns per se, though many of them, in fact. See the BizyMoms.com SEO for Twitter post if you’re interested).

Mompreneurs network well on Twitter, so it just seems right to talk about them today. I will be looking for ways to empower this broad section of small businesses every chance I get, because I think the innovative businesses of tomorrow come from duct tape marketing ideas created by small business. I hope you will join me in this. [tweetmeme source=”MarkBrimm”]

[tweetmeme source=”MarkBrimm”] If you already know everything there is to know about social media, then please move along.

…Still here? Great! Me, too!

While I don’t claim to be a foremost authority on social media (or much of anything else, I’ve decided in later life), I’ve learned a  thing or two while learning that fact: pay attention, watch, read, learn. This small list is not a “new books” list by any means, it’s a “you should have already probably read these” list for people newer to social media or who, like me, may not feel comfortable in casting aside the classic standards of the social media resource genre just because their time is valuable. Some of these authors do not entirely agree, which sis actually valuable in that you get some not-quite in-sinc takes on some social networking issues.

If you’re anything like me, you consider a good read on worthwhile subject matter from a durable voice a worthwhile use of your time. And for the record, these links on the titles below are referral links. If you click them and buy the books, I’ll get a tiny little commission to legitimate investing more time in this blog while I pursue less profitable posts, and which I think is pretty fair, and not only gets a great author a new sale and reader, but provides the visitor with a valuable new proven resource to study and refer to (hard copy, no less, which can be great for impromptu inspired notes as we all love to make). That said, hope you find this little list useful. And now (in case you’re still reading this blur at the top of the screen) the drumroll please…

1. Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith

The low down :

Twitter and Facebook are shaped as much by a noteworthy book as they are by its readers, admirers and practitioners of any insights they hold. And this one has lots of insight, as well as kudos from the social media community. Brogan and New Labs Marketing continue to be a driving force in demonstrating community and the principle of “trust” for social media marketing and networking. There is a good reason this book is first. Where it may not be a how-to in some respects, it is an absolute eye-opener about what the authors and a few others have long ago realized about the importance and nature of trust and transparency in social networking and social media marketing. For this reason, I would seriously recommend starting here, only because it’s the most insightful reading of key issues in social media and social networking at large.

2. Tribes: We Need You to Lead Us by Seth Godin

Here’s why :

Seth Godin is a prolific writer of books on what could be called “social media theory” and while I don’t own (and haven’t read) most of his other books, this one inspired the world to get on social networks and use them for things they really care about. If you want to understand the “twibes” phenomenon, or the possibilities of social media, you should start here.

3. Socialnomics: How social media transforms the way we live and do business by Erik Qualman

Why I picked this:

As some have pointed out, the book is short of documentation, and long on examples (remember “Dancing Matt” on YouTube?), but it is intended to show corporate decision-makers why social media is important to their brands today, and that it does brilliantly. While not a handbook on “how-to” for what it sets out to do, it certainly succeeds. It is a starter course, along with the previous two books on our list here, on why your company should consider going social with a brand.

4. Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media) By Brian Halligan, Dharmesh Shah, and David Meerman Scott

My reasons:

Low-budget marketing forces one to become smarter than the big guys. This is the unlikely advantage of having little or no venture capital in the hands of a survivor. Inbound Marketing shows how to apply the older branding principles of Al Ries and company to new levels in the age of social networking where PR can be a matter of viral phenomenon hits and misses.

5. Crush It!: Why NOW Is the Time to Cash In on Your Passion By Gary Vaynerchuk

A powerful book:

Gary Vaynerchuk is a marketing coach on steroids, with energy and drive that most us will never quite have. That’s his drive, to find a better way, to see deep into what the problem is quickly and put a solution into the fray. As Gary cogently explains, advertising dollars are what’s ultimately at stake for a blogger with a keen eye or a topic expert with a visionary outlook. And best of all, Gary practically tells you how to do it by giving you sample strategies that can inspire you to find your own model. Not to be missed.

6. Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide

By John Jantsch

A book full of tested insights:

John Jantsch has been doing and thinking about guerrilla marketing for a long time now. He’s all about low-budget marketing tactics that actually are proven and work. So this book is somewhat of a toolbox of such tried and true strategies for those who may have missed the dialogue in recent years. Consider Jantsch the knowledgeable uncle in marketing you could have seriously learned a thing or two from when you first started out. If you’re like many of us, you find that he has a few tricks up his sleeve that are always well-worth the purchase price. Also, it’s a great way to see how guerrilla marketing has evolved before and since this book, and a great way to see the value in defiant marketing voices who speak their mind (agreeing with them is not really the point, right?). After all, this is how social media was basically born, out of the grit of tenacious guerrilla marketers fighting expensive tanks with grenades and banana peels–and actually winning market share. [tweetmeme source=”MarkBrimm”]