This new cool blog has two people talking about marketing. This blog is an example of shameless promotion, however in this competitive marketplace, shameless works. In the weeks and months that follow you can expect to see and hear a lot more.
Check out the conversation they have just started up. Here’s a sample…
Yesterday, as I waiting in line at my neighbourhood Blenz, I struck up a conversation with a young lady who was using her phone key pad at an intimidating speed. ”Texting” I asked? “No” she replied “searching.”
She is 22 and completely reflective of that under 30 demographic in her utilization of the technology. What she was searching for is only relevant if she was searching for you. In every case of social media employment, it’s content they are searching for.
If you’re like most people, you’re way too smart for advertising. You flip right past newspaper ads, never click on ads online and leave the room during TV commercials.
Lindstrom is a practitioner of neuromarketing research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity, pupil dilation, sweat responses and flickers in facial muscles, all of which are markers of emotion.
To figure out what most appeals to our ear, Lindstrom wired up his volunteers, then played them recordings of dozens of familiar sounds, from McDonald’s ubiquitous “I’m Lovin’ It” jingle to birds chirping and cigarettes being lit. The sound that blew the doors off all the rest was a baby giggling. The other high-ranking sounds were less primal but still powerful. The hum of a vibrating cell phone was Lindstrom’s second-place finisher. Others that followed were an ATM dispensing cash, a steak sizzling on a grill and a soda being popped and poured.
“Cultural messages that get into your nervous system are very common and make you behave certain ways,” says neuroscientist Read Montague of Baylor College of Medicine. Advertisers who fail to understand that pay a price. If history is any indication, marketers will keep getting more manipulative, and the storm of commercial noise will become more focused. Even then, there may be hope: Lindstrom’s testing shows that people respond to a sound better when it’s subtler. If nothing else, smart marketers may at least keep the volume low.
If you have a blog or plan to start one you should keep one thing in mind. A blog is a product, regardless if it’s information based.
There are a lot of blogs out there, so yours better be good. If you want people to read it, then you should start promoting it and when they come to read it they better be blown away or entertained… or whatever you have written will quickly be forgotten and your blog will join the millions of other blogs that no one reads regularly. Here is some great advice from Lauren Hatch who has a great blog that people read.
Consistency Readers want lots of posts, and “neglected content may inadvertently translate to neglecting your readers too.” Eloquence Read a lot, write well and proofread. Weinberg’s favorite bloggers “always have something insightful to say,” and “their content exudes intelligence and occasional wit.” Uniqueness Channeling Darren Rowse, Weinberg argues that being unique “requires not doing what everyone else does.” I.e. don’t repeat the news with nothing new to offer. Specific Focus on a niche and master it. Personal Let readers get to know the person behind the screen. Write “personal stories as it relates to your mission in blogging,” Weinberg says. Analytical “People love data, and they love knowing how data can be aggregated to make conclusions. They love charts and graphics, and they love the findings that can be made from this data in aggregate,” Weinberg says. So give it to them. Detail Details take a regurgitated news story and make them your own. The more detail, the better. Thought-Provoking Leave your readers thinking about your post long after they click away. Passion If you are passionate about your blog, readers will notice. Instructional Teach your readers how to do something interesting and useful, and it will be impossible for them not to share. Networked Be active in your quest to attract readers. “In order for people to find you,” Weinberg says, “you need to be able to market your blog to them. How does one do this? Comment on other bloggers’ posts consistently. Send tweets out to the bloggers with your own commentary.”
Michael Stelzner at the WhitePaperSource has produced a pretty in depth report on the social media marketing whitepapersourceindustry. The industry now has enough years on it that this research is becoming more valuable to help make sense of this fast growing and often unwieldy area of the marketing mix.
The report is based on interviews of over 900 social media users of varying degrees. The findings are interesting in some areas and not so surprising in others. Some highlights include:
The Top 10 social media questions that marketers want answered
Experience levels are low with 72% of the marketers questioned having just started or only being involved in social media for a few months
As a surprise to me, owners of 2- to 100-employee businesses were the most experienced (29.3% reporting doing social media marketing for years)
Another startling finding was people aged 60 to 69 were significantly more likely to be just getting started with social media marketing than other age groups. In all honesty, I can’t imagine my parents on Facebook or Twitter!
After only a few months and with as few as 6 hours a week, more than half of marketers have generated qualified leads with social media marketing
The top 4 social media tools were Twitter (81%), blogs (79%), LinkedIn (78%) and Facebook (77%) topping the list of the Top 10. Owners preferred LinkedIn.
The least understood outlet are social bookmarking sites
As it is with all research it is important to see how it measures up to your particular situation. These are interesting bits of data and can be convincing to the many new users that are currently just feeling their way around. It’s probably fair to say that almost everyone is feeling their way around social media though because the rules are being written and rewritten even as you read this.