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Are we to... Send them to their DOOM… again?

3/21/2013

4 Comments

 
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First we tell 'em, "You gotta have a website"… Then we say, "you gotta keep it fresh"… Then we tell 'em your website sucks… Then we tell them, gotta be ON social, you gotta have a Facebook (page?), Twitter, Pinterest, whats NEXT?… OMG where is your blog? You don't have a blog?. Then we scream, where is your stream? If you're not there... No one will care!

Isn't this just the YELLOW PAGE inbound marketing consultant wet dream sales pitch 5 or 6 generations onward… ?

You gotta have a listing, everyone has a listing…
No one sees your listing, you have to take a quarter…
Your quarter isn't getting noticed, talk to our designer.

Everyone has a quarter, do you want to be an everyone; lets talk about a half.
A half is for the timid, is that how you want to be seen?
Take a page, show 'em you mean business!
Your page isn't being noticed… let's add more color!

The cost of doing business? If you spend it they will come?

I'm not being contrarian here, and I am in total agreement that using these marketing tools, in a fashion that softens up that hardened lead, is essential; honestly… But truly, honestly the buzz and emphasis on content marketing is getting downright worrisome. Of course our clients need to establish a presence in these forums, the arenas, streams, feeds and pin boards… but to what end. Do we really want to see a sea of disappointed, disillusioned business people floating facedown awash in the flotsam and jetsam of long forgotten social media stra… schemes? ( ...sch...rategies that could have worked)

How will they find you?
What do you say?
You got to be on it!
Right now, EVERY day!

They manufacture egg cartons…

Maybe their website really is JUST a static brochure, a leave behind, send to. The place to go if you want to know a little bit more. Maybe they don't need a damned blog; or only just need one to let the CEO wax poetically about the qualities of his business from time to time, add a little persona. Or maybe it's just a forum to let the sales guys hone their pitch from time to time (?) Maybe their Face-twit-pin feeds are paced a few clicks slower than the guy next door, but each post-tweet-pin is that much more, meaningful? Perhaps they should listen to social; a little more' listening to what their customers are saying rather than droning on and drowning oiut the voices of the folks they're listening for?

When seeking to rise above the clutter, does adding to this clutter define a strategy of any real logic?
Who owns the relationship with your customer?
That's for you to answer, but, last I looked… it wasn't the marketing department.

Who's the most social person in your organization? Build your social strategy around… that guy. No?

4 Comments
William Goddard @W_goddard
3/21/2013 01:49:29 am

Thank you for saying so eloquently what we have been thinking for so long. I believe that having a purpose built marketing strategy that encompasses a well balanced approach to your market is the way to go, I see a lot of companies putting eggs in one basket. Our blog will drive business and webinars will gen leads...it makes me laugh and cry at the same time.

Reply
Gordon Gower link
3/21/2013 02:18:56 am

Thanks for the comment William... Some mornings I really can't see this push for content marketing as yet another make work project... for marketers. Is winding up our clients in this fashion of any service to them, ourselves, the medium itself and the long term success of social.

I'm left thinking of Joe Buck...

"Everybody's talking at me
I don't hear a word they're saying"

Reply
Lucy link
3/22/2013 04:25:20 am

It's important to always be upfront with clients to make sure you're promoting realistic expectations. I only do content marketing, so I always say that 1) I'm only dealing with short term goals 2) User acquisition comes slowly, content marketing is meant to retain users 3) You'll need a variety of strategies to accomplish macro goals like 10,000 users in one month
I see no point to overselling my business. All that happens is the client gets disappointed when their dreams don't come true after 3 weeks.

Reply
Gordon Gower link
3/22/2013 02:17:14 pm

Thanks Lucy, sound advise... I do see content as a reasonably viable contact retention strategy; but so many folks I speak to make the argument that the primary purpose is to increase search relevance...

Reply



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    Gordon Gower

    (as of October 24th 2013... this needs a bit of updating...)

    I am NOT a so-called blogger, nor do aspire to the fame and (massive) fortunes that seems to follow "the blogger's blogggers" these days... please see: about this, for more on that...

    All I ask is that IF you like the notions presented here, follow me on Twitter to be alerted to those odd times when I get around to committing to more of these... notions.

    ...so, I am NOT a blogger, I am simply a veteran* social media & digital business professional; With over 25 years experience in blah, blah... demonstrated blah success, implementing, blah, blah, blah... innovative ideas from, blah... start-up through to blah... projects for established Fortune 500 companies. 

    Comprehensive idea-generation ...blah, blah, blah problem solving skills with blah, blah, blah, blah... blah experience in a wide variety of markets.

    I do like to talk, even more, I like to think up, develop and implement, solutions. SO, lets talk :-)


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