Your Marketing and Design Reading for The Weekend
- Step 1. Break Down Silos: stop thinking of the website as separate from the blog or social media. They are channels to tell your story and need to be in sync.
- Step 2. Enable more internal contributors: if you make it easy and rewarding to get involved, other team members will pitch in. Find those people who are already tweeting all day long.
- Step 3. Enable more external contributors: There are incentives for outside authors such as incoming links, greater visibility, etc., so go ahead and ask customers, industry leaders and others.
- Step 4. Everything is content: Reshape your definition of content and you'll find you are surrounded by it. Customer inquiries, photos and employee events are all content.
Sounds to me like the most important thing to do is to adjust your perspective and become more open to both accepting help and using different content.
Social media are tools and are not very interesting on their own because they are just a way to reach people and it is the content that matters. He and Julien Smith wrote The Impact Equation to help people get attention, understanding and, eventually, a relationship of value. Their strategies drill down to the five Cs.
- Communication: You have to stand out, embrace simplicity and resonate with your audience or you will not be successful.
- Content: Build value around ideas that are easy to share so you get more and more attention.
- Community: To get attention consistently, you must have a relationship-oriented approach or people will not share—a community is essential.
- Commerce: While specific money-making tactics are not addressed in the book, the point of applying this advice is to increase profits.
- Customer Service: Service begins before a prospect becomes a customer and every touch point must be seen as an opportunity to display excellence. If we treat people properly, we earn more chances to serve them.
To apply the premise to marketing, sales and service for your business, ask yourself questions such as these. Is it easy for people to contact you? Do you make it easy for them to buy from you? Do you speak customers' language? Do you communicate on the platforms where they spend time?