Growing & Learning Archives - Page 5 of 23

Want to know what your customers think? Ask them.

August 10, 2009

If we're honest, we'd admit that we make assumptions about our customers every day. First we wonder something. "I wonder why Tuesdays are so slow," or "we sure seem to get a lot of calls at 4:30 trying to schedule service," or in my case…when someone unsubscribes from the blog, "I wonder why they're leaving."

After we wonder something, we make an assumption. Or a series of them.

It might be perfectly accurate but we all know about the ASS + U + ME joke. And most important, we don't really know. We think we know but we aren't sure. That's a tough place to use as a springboard for new decisions.

But the truth of the matter is, we rarely ask. Probably lots of reasons why, but for whatever reason, we don't.

I've been writing this blog for almost 3 years. And every month, a small handful of people unsubscribe. It's never been very many and fortunately, more come than leave. But none the less, it bugs me. I wonder what I could/should do different. I worry about the content mix. I fret about frequency. But I never asked.

A couple months ago, I drafted a very short few paragraphs that looks like this:

I’m sorry to see that you’ve decided to unsubscribe to Drew’s Marketing Minute. I am constantly trying to hone the blog and make it as valuable as possible to my readers

Would you mind taking 15 seconds just to tell me why the blog wasn’t meeting your needs?

Was it..

That you decided to subscribe via RSS feed reader instead

The content wasn’t interesting to you

You got too many posts a week

Not enough content

Something else?

I sincerely appreciate you giving the blog a try and wish you continued success. Thanks for taking the time to help me improve Drew’s Marketing Minute.

Now, every time I get an unsubscribe notice (e-mail subscriptions only, no way to know with RSS) I send them that little note. So figure I have sent 10 or so of them so far. Here's some interesting (albeit unscientific) results:

Almost everyone writes back
About 50% were switching to RSS readers
About 30% were trying to quiet their information overload and my blog didn't make their cut (they said it with more tact)
A few subscribed for a short-term need like a class or a project at work
A few thought I posted too often
And one guy gave me an insight I would have never gotten elsewhere

The insight was…."I'm a skimmer and because your subject line is always just the name of your blog, I can't determine if I want to read it or not."

That got me to wondering if I could get my titles to appear in the subject line. I went to Feedburner and just a couple months ago, they'd added that functionality and I hadn't heard about it. Naturally, I've added it.

Thanks to the subscribers who have decided to leave (btw, I never try to talk them into staying, I just thank them for taking the time to respond.) my blog is better for those who are staying.

Imagine, over time, that I will get 50 or 100 people's feedback. And with each one, learn a little something more about my readers. All because I asked. (I'm always open to feedback….you don't have to unsubscribe to shoot me an e-mail with suggestions, thoughts, likes or dislikes!)

What question should you be asking your customers that you haven't taken the time or made the effort to ask?

Photo courtesy of Shutterstock.com

Want to get better?

April 23, 2009

I'm a firm believer in these three things.

No matter how good we are, we can always get better
Learning is not optional or age restricted
One of the best ways to learn is by interacting/sharing with your peers

Which is why I am thrilled to tell you about three amazing learning opportunities that will help you get even better by interacting with smart, interesting and and giving professionals.

In April:

BlogWell: How Big Companies Use Social Media, New York City on April 29th

BlogWell features 8 great case studies on big companies use social media, including Johnson & Johnson, GE, Nokia, Robert Wood Johnson Foundation, Tyson Foods, Microsoft, Coca-Cola, and Turner Broadcast System. One afternoon — only $250. Use the discount code: THANKSDREW for 10% off.

Get more information/register here.

Note: Or attend in San Francisco on June 23rd or Minneapolis on August 13th.

In May:

SOBCON '09: Biz School for Bloggers, Chicago, May 1-3

Now on it's third year, SOBCON brings together bloggers who want to take their game to the next level. This year, the focus is the ROI of relationship. Organizers Liz Strauss and Terry Starbucker put on quite the show. Lots of elbow rubbing with the likes of Chris Brogan and other blogging superstars. 3 days, only $795.

Get more information/register here.

In June:

MarketingProfs Business to Business Forum, Boston, June 8-9

The Business-to-Business Forum will focus on three key areas that b2b marketers are struggling with: 1. Integrating your marketing programs for better results, 2. Measuring and evaluating your marketing programs to prove ROI, and 3. Keeping your customers and prospects engaged. Also enjoy keynote speaker Barry Schwartz, Author of "Practical Wisdom" and "The Paradox of Choice."

Until May 15th, only $1,145 but you can get a special $200 discount on top of that by clicking below.

Get more information/register here.

Time to listen up

March 28, 2009

We've all heard the quote from the Greek philosopher Epictetus, "we were born with two ears and one mouth, so we can listen twice as much as we speak."

I doubt Epictetus was a marketing consultant, but it is not a stretch to apply his wisdom to our efforts. Marketers have a tendency to "talk" a lot. After all, we have a lot to say. We have features to point out. Benefits to reference. Special pricing to announce. Nothing wrong with any of that.

But we also need to listen.

How do we listen to our marketplace? Try some of these on for size:

Client satisfaction survey
Client needs assessments
Attend industry trade shows
Monitor blogs for mentions of your company and your competitors
Read trade publications
The old-fashioned suggestion box
Google yourself/company

Along with those effective methods, there are also more direct and immediate ways to actively listen. After you've completed a project or delivered your product, why not just pick up the phone and call? Ask for their impressions. Find out if you surprised them in any way (good or bad) and what they expected the experience or product usage to be like.

Imagine how you would feel if you received that kind of call. Appreciated? Special? Is that the kind of call you're likely to talk about? You bet.

A word of caution. Do not try to sell anything during this call. This is about listening, remember?

If you commit to listening more, you will glean insights that change the way you do business and you'll see a spike in sales as a result. Guaranteed.

Three worthy reads

March 21, 2009

I don't do this very often, but sometimes I come across blog posts or articles that I think are truly worthy of asking you to take five minutes and read.

You'll find this trio is a very eclectic mix from thought-provoking to down and dirty practical.

While only the blogging post is "directly" related to marketing or branding — I will gladly argue that all three articles cut to the core of our work and the life we get to have because of that work.

Enjoy!

We need an ethics czar by Bruce Weinstein (in BusinessWeek)

10 step intermediate guide to blogging your personal brand by Dan Schawbel (actually good for any blogging)

Stress — buster or builder? by Robyn McMaster

Who really owns your social media persona?

March 17, 2009

One of the uncomfortable truths that social media is hoisting upon us is that the clear separation between our personal and professional lives that most of our parents enjoyed during their careers is now nothing more than an illusion, if we even try to keep up the facade.

When I look at my Facebook updates, my Tweets and even my LinkedIn account (not to mention all the other social media hot spots) I see a blend of my old high school friends, my family, my marketing peers and MMG clients.

So when I tweet about my never-ending cough or my daughter's latest role in the school play…my clients see it. And when I have my most recent blog post or a link to a marketing article appear on my Facebook newsfeed…my high school friend the chef sees it. There's no way to keep the two apart.

For me, because I own my agency, that reality is pretty comfortable. I'm mindful of it, but it doesn't change all that much for me. After all, people are going to associate me, Drew, with McLellan Marketing Group no matter what.

But here's what I am wondering. If you are employed by someone else — do they in essence own a part of your social media persona? Aren't you (despite any disclaimer language) representing your employer just as much as you the person when you tweet, blog or update a status?

Does your boss want you posting weekend party pictures to your Flickr account?
Should you be playing "Pimp Fight" on Facebook when you know that some of your friends are also "friends" of your company?
Do your blog posts (again, regardless of the disclaimer) reflect on your boss or company as much as on you?
When you drop an F bomb in a Tweet, do you think your boss has the right to wince?

What do you think?

Do you think employee manuals of the future will have "social media guidelines?" Do you think your boss has a right to censor your social media activity? Do you think you have an obligation to do so?

Interesting stuff, eh?

Update: Check out this post from Phil Gerbyshak about employers watching what employees are saying.

Win a customized logo for your business

March 12, 2009

Image via Wikipedia

The right logo is a critical element of a business' ability to communicate who they are and what they do. Designing one of a kind logos is a big part of the branding work we do at MMG.

I also know that not every business can afford us. Many start ups or small businesses aren't ready to engage an agency. But that doesn't mean they shouldn't have a good logo that gets them noticed.

In today's world, there are alternatives for those who aren't ready to get an agency's help.

A while ago, I introduced you to HP's MarketSplash — a web-based shop that will allow you to design your own logo from some templated objects or engage one of their designers to design a custom logo for you.

Another site is Logo Inn, out of the UK. They've agreed, as sort of a "blog lab experiment," to donate one of their bronze packages (6 logo concepts designed by two designers and once the logo is selected, a stationery package design) to a Marketing Minute reader.

So how will we choose the lucky business? Here are the rules:

If you'd like to be considered, send me an e-mail (drew@mclellanmarketing.com) telling me about your organization and show me what you're using now for your logo
Please put "logo design" in your subject line
All entries must be received by next Friday, March 20th
The winner has to be willing to have the entire process documented on the blog
The winner will complete an elaborate creative brief about their business, customers etc. that I will publish on the blog
All the design options will be revealed here on the blog
The winner has to be willing to let me make some suggestions in terms of revisions etc. of the logo
The winner has to be willing to actually use this new logo/look (it's not fair to do it just for the fun of it and rob someone else of the chance to win)

Whether you win or not — this will be a learning lab that you can use to create the right logo for your organization! We'll walk through the process together, step by step. By the time we're done — you'll be ready to oversee your own logo creation.

If you've already got a logo you love — be sure to tell your peers who might benefit from this about the contest. Let's give someone a makeover that will take their business to the next level.

Teaching Sells re-opens enrollment today

February 5, 2009

We know how smart content marketing is — it's the shift in marketing that we've seen coming for a long time. Ultimately, content marketing is about teaching. Most of you have an expertise that you bring to your customers every day. But you deliver it one at a time.

What could you do if you were able to share that knowledge with many at once? Could you sell ebooks? Could you conduct online classes?

Is this a new revenue stream for you?

Teaching Sells will teach you what you need to know create an online business selling your knowledge and expertise.

I've been a member since they launched and we've been working on something very exciting that I'll be telling you more about in the weeks ahead. But…if you're interested…you need to HURRY. They are re-opening today at noon (CST) and only taking the first 500 members. Get in now!

But don't just take my word for it…

"One of the most compelling and viable approaches to a real online business I've come across." — Darren Rowse, ProBlogger and co-founder of b5 Media

"If you want to really start making money online, Teaching Sells will tell you exactly what you need to know." — Chris Garrett, new media consultant and Performancing co-founder

"Every so often a product is launched that I wish I had created. Brian Clark has done that with a methodical program that elegantly guides you step by step through the process of creating and selling multimedia teaching programs. Teaching Sells is now my top recommendation for professionals who want to accelerate their business growth on the Web." — Denise Wakeman, The Blog Squad

"The strategies described made me stop and rethink what I knew about making money online." — Daniel Scocco, DailyBlogTips.com

"Teaching Sells is an excellent and legitimate training program for bloggers, consultants and entrepreneurs." — DoshDosh

"This is the best guide for starting a membership based site… period. There's nothing else that even compares." — Ryan Caldwell, College Startup / Performancing

"Internet Marketing for smart people." — Yaro Starak, Entrepreneur's Journey

Is my “best of” list the same as yours?

January 24, 2009

Robert Hruzek over at Middle Zone Musings does an interesting project every January. He invited bloggers to submit a list of their favorite posts of the year, month by month. So, in a 12 post snapshot, you get a sampler's platter of a particular blog. It's a great way to discover some new blogs.

When I compiled my list, it occurred to me that your list (assuming you have a favorite) would probably be different. Yours would probably (correct me if I'm wrong) be posts where you learned something new or got an idea.

While I did choose some of those, mine tended to be a bit more personal and had some emotion tied to them. Heck, one of them wasn't about marketing at all — or at least not very much.

My top two posts of the entire year would have to be:

June: Tim Russert – a lesson in branding

I was stunned and deeply saddened by the death of Tim Russert. As I followed all the news and commentary on his life and death, I was struck by how important he/his brand had become to me over the years. A wonderful lesson in personal branding.

July: And now, a word from our sponsor

Probably the most important message I delivered in all of 2008.

With this one following a close third:

August: The most brilliant outdoor campaign ever

Read about an outdoor campaign that broke every rule…and captured more media attention and consumer response than any outdoor campaign I have ever known about. I love this creative. Plenty of social media messaging lessons in this post as well.

So what's the marketing takeaway from all of this? As we create a blog, company newsletter, website, mixed media ad campaign or whatever — we have got to remember that people have very strong preferences in terms of how they want to ingest information. Some love having access online, others want to hear it, and many still like to take information in via text (printed or online).

It's our job to make sure we've covered our bases and offer many choices, so we don't lose someone along the way.

To check out all twelve of my favorites, check out Robert's post and while you're there, enjoy some of the other entries as well!

So, what do you think? Would you have picked the same ones I did? Do you have a favorite? Is it a meaty, thought provoking post, something lighter with a video element or one that generated a great deal of conversation and learning in the comments section?

Word of mouth marketing is about spreading the love

January 22, 2009

And when your customers love you….that relationship is like steel. It's recession proof, low ball price proof and it's one you will both keep and enjoy for years to come.

With that lifelong belief in my head, I traveled to Chicago to attend GasPedal's Word of Mouth Crash Course. Andy Sernovitz is a bit like a WOM preacher. Dressed in black, he stood before the workshop crowd and told us the good word. I am paraphrasing a bit, but…

“I love word of mouth because it’s about making our customers happy. It’s not something that can be bought or faked. It rewards companies who want to do it right and who care about their employees and their customers. Word of mouth must be earned and if you do it the wrong way, you’ll be exposed as a poser. If you do it right, you will be rewarded with customers who become your fan base, rather than a target audience.”

Amen Brother!

This is the same gospel that I’ve been preaching for years, both here at the blog and to the MMG clients. You can’t be a good word of mouth marketer if you don’t understand your brand. It has to come from your organization’s heart and sweet spot.

I thought I’d make Thursdays Word of Mouth Marketing Day here at the blog for a bit so we can explore some of what I re-learned at GasPedal’s event.

I want to encourage you to do this today. Yes, today.

Ask someone. Ask them to give you feedback. Ask them to introduce yourself to someone new. Ask them to take a free sample of your product and share it with someone else. Ask them to bring a guest for free next time they visit your establishment. Ask them to share your free white paper. Ask them to tell you what they love and hate about your service.

Use surveymonkey.com, a photocopied form, a call to a former client, a bill insert, a coupon, a free something. But somehow, someway….ask the people who already love you to help you get better. You will be amazed at the results.

In terms of the day itself, I’ve been doing this stuff for 25+ years, but I walked away with an entire page of “should try” ideas, “must do” actions and lots of good reminders and reinforcement. I took more general notes in the workbook, but I kept an action item list separate — and it filled a page. Even for this old dog – it was time very well spent.

My only complaint and I suppose in some ways it’s a backhanded compliment is that it was too much. The Gas Pedal team tried to pack so much into the day, it was a bit of overload. One of the things I was most looking forward to (each person actually creating an action plan for a specific project) didn’t get done, because there was so much content and discussion. We started at 7:30 am and by 5 pm, I was absolutely brain dead. Actually, I was brain dead by 3:30, but hung in there until the end.

But, that feels a little like complaining because you got an extra dessert.

I can’t think of a company or marketing pro I know who wouldn’t benefit from the day. I would have liked more B-to-B examples and it might make sense to do an all B-to-B class, just so everyone is talking about the same kinds of scale and challenges, but even with that said – this is a workshop you should put on your calendar for 2009. They’ve got a special discount code (CCalumni) that will get you $250 off.

Fresh, sustainable ideas, new tactics that will turn your customers and prospects into fans, and $250 discount. What more could you ask for?

Disclaimer: Andy invited me to audit the workshop for free. I paid to fly there and stay in Chicago but he graciously waved the registration fee. Hopefully you all know me well enough to know, if it sucked, I would tell you anyway.

Hey non-profits, is Facebook your next fundraiser?

January 21, 2009

If you've been on Facebook for any length of time, you know that causes run rampant there. You can join non-profit pages, you can play games that benefit non-profits, you can declare your allegiance to a cause. You name it, you can probably do it.

Most non-profits, if they're there at all, are stumbling around, trying to figure out how to best use the space. But some have really got it figured out.

Over 6 million Facebook users send each other virtual plants/flowers for their (lil) green patch. And they're told that every time they do, they're saving bits of the Rain Forest. But what does that really mean?

How about over $109,000?

That's how much The Nature Conservancy has earned from people passing pansies. (Say that 5 times fast!). And they didn't even develop the actual application.

Toby Bloomberg has an eye-opening interview with the Digital Membership Manager of The Nature Conservancy that should be must reading for non-profits looking for a fresh fund-raising idea.

If you're a non-profit or involved with helping one — how are you using Facebook to date? How COULD you be using it?

« Previous 1 … 3 4 5 6 7 … 23 Next »