Archive for October, 2015
Facebook Tries to Woo SMBs with New Customer Engagement Tools
Posted by Rick Pranitis in GENERAL DISCUSSION on October 29, 2015
Recently, I did something I haven’t done in years: I picked up my phone and called a store to ask a question. A friend told me about a farm that sells lavender but she wasn’t sure whether customers could pick their own flowers. Since the information wasn’t on the farm’s website or Facebook page, I called the farm.
I reached the farm’s store and an employee told me she would have to call me back with an answer. Two hours later, she called back and told me that the harvesting season was done, but to check the farm’s Facebook page for updates about the lavender crop next summer. Clearly, this conversation wouldn’t have been necessary if the farm owners updated their Facebook page or website more frequently.
However, Facebook is trying to make it easier for small businesses to share information with customers, particularly on mobile devices. On Tuesday, Facebook unveiled new features for its pages for small businesses.
The new features include the ability to highlight information about your business by sections such as a “Shop” or “Services” section. A spa, for example, can list the different types of massages and facials that they offer under services and a retailer can display products in the shop section. Each section will also have a corresponding tab for videos and photos to get more details.
The new features are designed to “house the information people are looking for, help you communicate with your customers and support your unique goals,” Facebook writes in a blog post. However, adding tabs and sections to a mobile site seems like a step back in functionality by making it easy for a fat finger to tap on the wrong tab.
But for the most part, these features complement Facebook’s e-commerce features like the “Buy” button it launched earlier this summer. It wouldn’t be difficult to imagine users being able to make a purchase directly from the shop section. And a few weeks ago the company rolled out updated messaging features including the ability to send a private message to a business directly from a News Feed ad.
Of course, none of these features are useful if a business doesn’t take advantage of them. Hopefully by next summer, I’ll know when the farm’s lavender crop is ready to be harvested.
This article was originally posted to the 1 to 1 Media Blog by Judith Aquino on September 10, 2015.
Breaking The Rules of B2B Social Media
Posted by Rick Pranitis in MARKETING on October 20, 2015
When someone tells you to follow the rules, are you more likely to take their advice or do you believe that rules were made to be broken? There are so many rules governing B2B social media and almost all of them can or should be broken at one time or another.
But the thing about social media marketing and rules is that nobody can agree on what the rules are. Even if you pull back from the strict approach of rules and call them guidelines, nobody can agree on that either.
In the real world, rules are created in response to some complaint or action by someone or many someone’s. I recently checked into a beach hotel and there was a list of rules on the nightstand. Along with a reminder that guests not clean fish in their room (really?), was one that said they were not responsible for inclement weather. Wait, does that mean that someone complained to the hotel about the weather? I booked my beach vacation and you were supposed to guarantee my family five out of seven sunny days.
In social media every blogger, speaker, consultant and street corner huckster has their own set of rules. And they all contradict each other. Pick a common question and try to find a single answer. Try this one. How many times should I tweet? Once a day? Ten times a day? Multiple times for each tweet? And is that my content or someone else’s? You can pretty much find any answer you want. Want to justify your plan to your boss? You can probably find a blog post out there that supports what you want to do. It may not be from the most reputable source, but someone has likely recommended it.
The makes it easy to follow the rules. But it makes it even easier to break the rules.
What’s a B2B marketer to do?
Since so many B2B companies have very different audiences and marketing requirements, here are some suggestions for creating your own rules for social media. And by following these steps you will have a much better understanding of why you are doing what you are doing. You won’t need some blog post telling you what to do. Well, except this one.
- Establish goals and objectives for your social media efforts. This will help you measure success.
- Decide if you are using social media for lead generation or customer retention. This will drive your content and calls to action.
- Determine if you need a local or global presence. This will set the times of day you share content.
- Talk to your customers to learn what social media sites provide value to them. This will identify what sites to focus on.
- Review what your competitors are doing on social media. This is give you a sense of social media awareness in the industry.
- Realistically examine your resources. This will keep you from over-extended you or your team.
- Test and measure everything you do. This will ensure you keep doing the things that work for your audience and drop the ones that don’t.
- Give it time. This shows you understand that social media does not change your marketing overnight.
This article was originally posted to the Social Media B2B Blog by Jeffery L. Cohen on July 31, 2015.
Three Things Managers Should Be Doing Every Day
Posted by Rick Pranitis in SALES LEADERSHIP on October 14, 2015
“When are we supposed to do all that?” That’s the question we constantly get from new managers, only weeks or months into their new positions, when we describe the three key activities they should be focusing on to be successful as leaders: building trust, building a team, and building a broader network. To their dismay, most of them have found they rarely end a day in their new positions having done what they planned to do. They spend most of their time solving unexpected problems and making sure their groups do their work on time, on budget, and up to standard. They feel desperately out of control because what’s urgent–the daily work–always seems to highjack what’s important–their ongoing work as managers and leaders.
So they push back because they think we’ve just made their to-do list even longer. And these key elements (we call them the “Three Imperatives of Leading and Managing”) are not quick and easy wins – they are substantial and fundamental to one’s ability to function effectively as a leader. Here’s why:
Building trust. Successful leadership is, at root, about influencing others, and trust is the foundation of all ability to influence others. You cannot influence anyone who does not trust you. Thus the manager must work to cultivate the trust of everyone they work with. They do this by demonstrating the two basic components of trust: competence and character. Competence doesn’t mean being the resident expert in everything the group does; it does mean understanding the work well enough to make solid decisions about it, and having the courage to ask questions where they may be less knowledgeable. Character means basing decisions and actions on values that go beyond self-interest, and truly caring about the work, about the customers (internal or external) for whom they do the work, and about the people doing the work. If people believe in your competence and character, they will trust you to do the right thing.
“When are we supposed to do all that?” That’s the question we constantly get from new managers, only weeks or months into their new positions, when we describe the three key activities they should be focusing on to be successful as leaders: building trust, building a team, and building a broader network. To their dismay, most of them have found they rarely end a day in their new positions having done what they planned to do. They spend most of their time solving unexpected problems and making sure their groups do their work on time, on budget, and up to standard. They feel desperately out of control because what’s urgent–the daily work–always seems to highjack what’s important–their ongoing work as managers and leaders.
So they push back because they think we’ve just made their to-do list even longer. And these key elements (we call them the “Three Imperatives of Leading and Managing”) are not quick and easy wins – they are substantial and fundamental to one’s ability to function effectively as a leader. Here’s why:
Building a real team and managing through it. An effective team is bound together by a common, compelling purpose, based on shared values. In a genuine team, the bonds among members are so strong that they truly believe they will all succeed or fail together and that no individual can win if the team loses. Besides purpose and values, strong teams also have rules of engagement, explicit and implicit understandings of how members work together – for example, what kinds of conflict are allowed and what kinds are not. Smart leaders make sure all the elements that create a real team are in place – purpose, values, rules – and then manage through the team. So instead of saying, “Do it because I’m the boss,” they say, “Do it for the team,” which is a much more powerful approach. In a real team, members value their membership and strive mightily not to let their comrades down. The smart leader builds and uses these powerful ties to shape behavior.
Building a network. Every team depends on the support and collaboration of outside people and groups. Effective group leaders proactively build and maintain a network of these outsiders, which includes not just those needed for today’s work but also those the group will need to achieve future goals. This is without doubt the imperative that most troubles new managers. They think “networking” is manipulative organizational politicking that requires them to pretend they like people just because they want something from them. They strive to be above that sort of thing. Alas, in the process, they unnecessarily limit their own and their group’s ability to influence others for good ends. Building a network can be politicking but it need not be if they do it honestly, openly, and with the genuine intent of creating relationships that benefit both sides.
It is here, after covering these imperatives, that we hear the question, “When are we supposed to build trust, build a team, and create a network? How do we do that on top of everything else we have to do? ”
Our answer is that the “Three Imperatives” and all that each embodies are not discrete tasks to put on a to-do. Instead, strong, effective leaders manage and lead through the daily work. They do this in the way they define, assign, structure, talk about, review, and generally guide that work. They are masters at using the daily work and its inevitable crises to perform their work as managers and leaders.
How do they do this?
They build trust by taking the opportunity to demonstrate their ability as they do their daily work, by asking knowledgeable questions and offering insightful suggestions. They use daily decisions and choices to illustrate their own values, expressing their concern for those who work for them or those for whom the group does its work. They reveal themselves, but not in an egotistical way, showing what they know, what they believe, and what they value – and in doing this, they show themselves to be trustworthy.
They build a team by using problems and crises in the daily work to remind members of the team’s purpose and what it values most. They explain their decisions in these terms. They immediately call out team members who violate a rule of engagement – treating each other disrespectfully, for example – or who place their interests above those of the team. And since the rules apply to all members, including the leader, they ask team members to hold the leader accountable if she ever forgets one of those rules.
They build a network by taking opportunities afforded by routine activities – a regular meeting of department heads, for example, or even a chance meeting in the elevator – to build and maintain relationships with colleagues outside their group. They consciously approach problems that involve another group leader in a way that both solves the problem and fosters a long-term relationship. They proactively share information with outsiders who would benefit from it. They encourage their group members to take the same approach when they deal with outsiders.
These are obviously only a few of the ways good managers use their daily work to fulfill the deeper imperatives of leadership, but you get the idea. In fact, if there’s anything that might be called a “secret” for not getting overwhelmed by the challenges of becoming an effective manager, this is surely it. We’ve seen new managers light up when they finally grasp this principle – that the daily work isn’t an impediment to doing what good leaders do. Instead, it’s the way, the vehicle, to do most of what good managers do.
Once they learn this lesson, they look at their daily work differently. For every new task, for every unexpected problem, they take a moment to step back and ask, How can I use this to foster trust? To build and strengthen us as a team? To expand our network and make it stronger?
Today’s Buyers Are Not Mono-Channel
Posted by Rick Pranitis in MARKETING on October 5, 2015
I was recently in the market for a new car and while I was fairly certain I knew the car I wanted, I was intent on doing my research. Like most people in today’s digital age, I went to Google and typed in “best all wheel drive vehicles” and scanned through the results. Several more searches on key terms led me to a manufacturer’s website as well as some good consumer blogs. As a result, I had narrowed my search to three cars specifically and it was a pretty quick and efficient way to research.
A few days later, I went to Edmunds.com to further my research, as I wanted an independent review. In addition to my online research, I talked to a few friends (some in person, others online) who had the makes and models of the cars that were on my short list to ask about their experiences. During this process, I also received a direct mail piece from one of the manufacturers that aided in my decision making process.
The later stage of research (speaking to friends and scanning the web) was done over the course of several weeks. In addition, I emailed various dealers in town with questions and specifications of what I was looking for and simultaneously researched my best financing options.
All in all, I used multiple channels during my purchase process (web, social medial, word-of-mouth/peer referral and email) and it took about two months. I used four channels just to end up buying a car, but this is the digital age and as the buyer,I have access to all of these channels easily via my phone. Why not use it to my advantage as the thought of walking onto a car lot and dealing with a car salesman was not an option.
I am no different than other consumers in this scenario. We conduct our own research, we ask questions directly, we collect information, and we read independent reviews. This applies to buying a car or picking a place to eat…we use multiple channels to consume information that may or may not lead to a purchase. If this is how we operate in our personal lives, why is it that B2B vendors lose this concept when marketing to their buyers?
According to recent articles and blogs the best approach to a B2B demand generation program is mono-channel. Advice like how to have “The Best Email Campaign”, “Tips to Accelerate Your Social Media Strategy,” “How to Implement a Webinar Program” and the list goes on focus on mono-channel solutions. However, today’s buying process is more multi-channel than ever with buyers consuming content across an array of mediums and sharing across the buying committee. If this is true, then the idea of a one-channel program or a strategy designed for one specific content channel is a waste of time, effort and money.
There are a few key changes that B2B organizations can make to address this issue and better align with their buyers and their purchase process:
1. Break down the Departmental Silos: Many of the B2B marketing departments I encounter are designed by channel or function. Email teams, web teams, social teams, content teams, event teams, etc. Each has their own focus and measurement and in reality, they each only ever own a fractional part of the buyers journey. They work in silos and have no vision into the full approach their buyers take to buying. This needs to change. Companies need to begin looking at holistic demand generation that encompasses the full buyers journey and design their organizations accordingly. Without this holistic approach, content will not properly align to the buyer and organizations run the risk of poor communication in general, not to mention wasting valuable resources on ineffective content, leaving buyers less than impressed.
2. Theme First, Channel Second: I speak to many marketers who begin planning their approach to demand generation with the content asset in mind – white paper, eBook, webinar, video, etc. However, this should come secondary. The first thought needs to be the topic or theme of the content piece. What needs to be said to the buyer at this stage in their purchase process? Once that is determined, then the channels and asset type can be determined and most likely the theme will be used across multiple channels.
3. Gain an Understanding of Your Buyers Content Consumption Patterns: The best way to understand the channels your buyers use during their purchase process is to ask them. Simply asking your customers and buyers how do you like to consume content, where do you consume content and what type of content serves you best during the purchase process will help drive the content strategy. Without this buyer-centric understanding, everything else is a guess.
The multi-channel approach we take in our consumer lives is not all that different than how we participate in buying in our B2B lives. Organizations need to adapt to this approach and understand it is a multi-channel (and not always digital) world.
This article was originally posted to the Annuitas Blog by Carlos Hidalgo on September 1, 2015.