Signs You Might Be On The Wrong Social Media Marketing Track

A small departure before I get to my subject for today...

Marketing is not as glamorous as many believe it to be. Many of my business schoolmates leaned into marketing because they thought it would not involve much of the math that tortured them all through school. Surprise! Marketing, at least beyond the smallest scale operations, involves lots of math. How else are you going to determine if what you are doing is working. You gather data, crunch it like a mouthful of peanuts. It tells you something. Then you need to crunch some more to try and determine if the answers you just got are actually usable. Do they apply universally to your target market, or are they somehow related to something else, some other smaller set. We like to think that mathematics delivers certainty, oh yes, that one plus one equals two feeling. Too often, there is a nagging element of uncertainty and doubt in the numbers. But, even on its worst day, stark quantitative presentation and analysis grounds our decision making on something other than pure intuition.

Marketing is tough and demanding because it is intangible, and requires dedication and discipline to make it work.

Now, to what I really intended to write about today. 

If you have read other articles in this series, you probably have come across a description of my target audience. In case you missed it, I have poached it from a previous article and deliver it here.

Technical sales firms and professionals conduct their business with a high level of personal contact. The products sold by these professionals generally require consultation between buyer and seller to establish the suitability of the product for its intended purpose. Technical sales is strictly a B2B endeavor, with customers relying on recommendations and expertise that the sales rep brings to the relationship. I write for them, to build their comprehension of modern social media marketing activities and how their business can benefit from thoughtful application of these techniques.

I write for small to modest sized distributors, tech sales rep firms, and manufacturers, mostly in the industrial process measurement and control space. Many have owners that work at the business everyday and perform many functions throughout the operation, including marketing. For them, and possibly you, being aware of unproductive behaviors and activity on the marketing front can be helpful. Here are five items that keep coming to my mind.

• Commenting on other blogs or social media, especially those of your competitors, with a reference or link to your website.
  
  Face it. You are trying to climb on somebody else's marketing train. Do not do this. Patiently and diligently build your own following through your own social media channels. Making productive or informative contributions is acceptable, but leave any references to your website or company out.
• Not generating original content on your social media channels.
  
  Believe it or not, your customer base and anyone interested in doing business with you wants to know what you think is important enough to write about and share. This is an important component of your brand, your company image. It is good to share relevant useful content that you find, but be sure to mix in your own presentations of thought, opinion, even entertainment.
• You are not at least considering producing some video content for your social media channels.
  
  Let me summarize. Video is the king of content.
  
  Though many do not realize this, everyday something happens at your place of business that is content-worthy. Remember, what may seem commonplace to you might actually be a valuable revelation to someone outside your place of business. Businesses are specialized. They do unique things. Learn to recognize the unique tasks performed at your business. Learn to make short and simple informative videos showing what you do. There is likely more interest out there than you imagine. I also wrote an article about DIY video that may be helpful in getting started.
• Not connecting the dots between social media, inside sales, and field sales.
  
  One function of social media is to serve as a vehicle for establishing and maintaining connections between your customer facing people and your customers. There are many paths to follow in this realm, but the important element is creating some synergy among the sales staff and the social media marketing. The sales staff boosts the social media exposure and the social media exposure attracts more prospective customers. If you are not doing this, there is opportunity awaiting.
• Not actively soliciting useful ideas from employees at every level of your company.
  
  Figuring out the next move to make. Building more efficient ways to accomplish necessary tasks. These are the things that build the value of your business and assure its longevity. Accept that you do not know everything and that the viewpoints, ideas, and opinions of the other people immersed in your business along with you have value. Getting your employees to take an active contributory role can be a challenge, but the results could be staggering.

If you get the feeling that I am writing about you, instead of to you, this may be your call to action to make some changes.

Follow, comment, contact me with your questions. I can be contacted directly at CMS4i by putting @TomO in the message section. At CMS4i, we help small companies build their brand and web presence, so contact us anytime.

Are You A Marketer?

The spark of a new idea

I write for a somewhat limited, or should I say targeted, segment of the business world. Technical sales firms and professionals conduct their business with a high level of personal contact. The products sold by these professionals generally require consultation between buyer and seller to establish the suitability of the product for its intended purpose. Technical sales is strictly a B2B endeavor, with customers relying on recommendations and expertise that the sales rep brings to the relationship. I write for them, to build their comprehension of modern social media marketing activities and how their business can benefit from thoughtful application of these techniques.

Are you a salesperson, or are you a marketer?

How would you answer this question? Your job title probably implies that you are a salesperson. When hired, the job description likely focused on bringing in business, getting purchase orders. Your performance is quantified in terms directly related to revenue generation. You may feel that marketing is an admin or office function, while you are the one in the field making the personal contact necessary to secure an order. So, are you a salesperson, or are you a marketer?

The answer to the question is .... Yes.

You, as a technical sales rep, are responsible for securing business for your company. You are also an integral part of two brands; one of the firm that employs you and the other of the company represented by your firm. Everything you do creates an impression on someone that relates back to those two brands. That is what makes you a marketer, too.

Keeping your marketing function in mind, capitalizing on it, will help you boost your personal and company presence in the minds of your customers. The goal of your marketing efforts is to have your customer base associate and think of you whenever they think of the types of products you sell. To the extent that you build and nurture that association throughout your customer base, you will succeed. Ever hear the adage "It's not what you know, it's who you know"? Remember this....

It's not what you know or who you know, it's who knows you.

Certainly, if your products are poor quality or do not meet customer needs, you are not going to do well. The reality, though, is that most products are of adequate quality and do fulfill the needs of their targeted customer. As a product specialist, you should be adept at matching your product offering to your customer's application, also at differentiating your products and their attributes from those of your competitors. That is tech sales 101, and there is one significant limitation to that activity. It relies upon the timely connection of the sales rep and the customer, and it is difficult to impossible for the sales rep to know when the time is right and to get an opportunity to make the connection with the customer.

What makes the difference between getting the order and not getting the order?

 And the answer is....being known, at least being discoverable. This is where your marketing efforts, especially those on social media, serve to directly boost your revenue generation. Conduct social media activities that make you visible and showcase your professional skill, knowledge, and interest in your industry. Serious customers want to deal with serious sales reps. Be persistent in your promotional activities because the impact of a single activity can fade quickly. Make social media marketing a part of your personal business plan, or your firm's plan, to increase sales performance. Here are some points to start you thinking about your own plan.

• If you do not have a social media presence, make one. Start with Twitter (What You Should Be Doing With Your Twitter Account Everyday, Making Twitter Part of Your Success - You Gotta Do It ), then expand to LinkedIn (LinkedIn - The Value You May Not Realize), Facebook, and others you select on your own.
• Produce or find content (articles, books, pictures, videos, and more) that are interesting and useful to your customer base. Whether your customers may have already seen the article is not important.  That they associate your name with interesting and useful content is.
• Be consistent in your posting. You want your customers to see what you are doing, so you need to post well and post often.
• Follow other social media sites and personalities that are relevant to your industry. It is a good way to see examples of valuable content, but be sure to seek out some unique sources of your own.
• Find and follow customers with whom you have a justifiable business relationship. Be aware that on some sites, like Twitter, it's generally acceptable to follow anyone and you do not need their permission to do so. Other sites may require the permission of the other party to create a connection and you may be looked upon unfavorably for your exuberant efforts to connect with people who do not recognize you.
• Mention some aspect of your social media presence to your customers when you speak with them. If you want to send them a useful article that was mentioned in a conversation, send a link to your Twitter or other post that contains the article. Your goal is to build connections with potential customers that will expose them to your posts, building your stature as an industry professional.

We are always in search of ways to turn the slope of our sales revenue line upward. Being the tech rep that is contacted to help solve a problem or participate in planning an upcoming expansion is what we all crave. Incorporating an effective social media strategy into your personal business plan has a high probability of getting you known and keeping you top of mind, producing increasing returns for you over an extended time. You are a salesperson. You are a marketer.

Follow, comment, contact me with your questions. I can be contacted directly at CMS4i by putting @TomO in the message section. At CMS4i, we help small companies build their brand and web presence, so contact us anytime.

Workplace Reality Check - "It's not about being right. It's about being successful."

Nobody gets things done alone. Make allies, not adversaries.

I originally wrote this article for one of CMS4i's customers and posted on their blog. It was written for a target audience of engineers, but it occurred to me that we can all benefit from a review of how we fit into the larger picture, and how our behavior might make things better for ourselves and everyone around us in our work environment. I share it here, with hope that it will give you a degree of perspective.

As engineers involved in process measurement and control, we are accustomed to everybody else looking to us for answers and solutions. We are the people that make things work. Occasionally the pressure and stress can get a little intense and strip away some of our civility in our dealings with those around us. You may have bitter experience with this as either victim or perpetrator. It never ends well. With a private and candid self-assessment about how we view and interact with other stakeholders in our projects, we may be able to scale down some of our stress and better focus on the reality of the task at hand. Consider the points below. Comment and add a few points of your own.

You are an expert, but so are they.

Accept that, just as you have specialized knowledge that others do not, they have specialized knowledge or insight you may lack. Encourage the sharing of knowledge with those you interface with on a project. Try to be proactive and ask gently probing questions to ascertain the comprehension level of others involved in the project in various roles. Their increased understanding of key project technical concepts will promote more effective communication throughout the duration of the project. It can also help to avoid missteps in your own progress. Good people appreciate the time you take to provide basic explanation of concepts they may not fully understand, but need to know. Make valuable allies of the other project stakeholders by freely contributing your expertise. It is an investment that costs you little, but may pay immense dividends at some future time.

Everybody else's job usually looks easier than it really is.

All jobs have their own special challenges and responsibilities that generate stress. Accept the notion that you probably do not fully comprehend the burdens on those around you. Your portion of the project is certainly critical, but no more so than that of anybody else. Everybody needs to perform or nobody succeeds. Try not to view your project tasks as compartmentalized, but rather as part of the combined joint effort of all stakeholders. Help out others whenever you can. Again, make allies.

Everybody is somebody's customer.

Whomever you deliver your work product to is your customer. The people delivering their work to you should view you as their customer. Make your customers happy by adjusting aspects of your procedures to better satisfy their needs. In a more technical sense, your modified process output becomes an improved input to their process. Small changes in your delivery may produce comparatively large returns in customer satisfaction. Allies.

Do not embarrass or demean others...especially in public settings.

Embarrassment breeds anger, a desire for revenge, and other bad and unproductive things. Avoid words and deeds that will make a coworker or stakeholder look bad in front of others. If there is a problem, if there is a mistake, try to deal with it discreetly whenever possible. Giving a someone a chance to repair a mistake before it becomes public builds value in your relationship. Certainly, there can be instances where more is at stake than someone's pride. Use good judgement to recognize when you can privately give someone an opportunity to amend a situation without causing harm.

Reach a common understanding of project scope and technical details.

Your organization's management or your company's client, whatever the case may be, will likely have project expectations which will be clearly understood in their mind, but perhaps not fully described to all those tasked with specific performance. It is also possible, even probable, these same stakeholders will have misconceptions or a lack of technical knowledge about certain facets of the project. Omissions from the project specs and gaps in the common understanding of technical aspects related to the work requirements can easily turn a fairly straight forward task into a wildfire of organizational mayhem. The way in which these situations are handled must be diplomatic. Injured egos can do more damage to project harmony and progress than the facts ever will. The delivery method for the facts will likely be more crucial than the facts themselves.

It's not about being right. It's about being successful.

At our company we recognize customers are more than merely people that buy things from us. They are people to whom we contribute our time and talent to help achieve their success,... which inevitably will lead to ours. Never hesitate to let us know how we are doing, or how we can help.

Follow, comment, contact me with your questions. I can be contacted directly at CMS4i by putting @TomO in the message section. At CMS4i, we are here to help you make things work, so contact us anytime.

Making the Social Media Investment Work - The Data Obsession

How applicable is your data to real decision making?

As small business operators, we continuously look for answers, confirmation that we are doing the right thing. In today’s climate, metrics are ubiquitous. There is a push to assign a number to every aspect of the business, compare some measure of performance to a benchmark or goal. When it comes to digital marketing and social media activities, it can be difficult to draw a straight line between impressions, clicks, or page views and revenue generating results. This is particularly true if your website does not have a commerce component where customers can buy your products. It is even more true when your scale is small, where a relatively limited number of outcomes can have a large impact on the data picture. Data is best for decision making when there is a virtual mountain of it. In any other case, treat it as informative, but not indicative enough to direct the helm of the company.

What is important, is that you see something happening in your social media and other digital marketing that can be considered positive progress in areas that lead to opportunity and revenue. 

Clicks and page views are not orders, and assigning some cooked up dollar value to them in order to judge performance may not be the best way to make marketing decisions. Most page views are potential customers checking you out, looking to see if your company appears to be one worth doing some business with.

You are in the sales and promotion business. You have a certain amount of intuition that relates to your field; otherwise you would probably be in another. Be careful about letting data overrule your intuition. Data is not inherently better than intuition; it’s just a different methodology for decision making. Data is useful when working to bring others into agreement with your view of things, to “bring them on board”.  When there is data, everyone can look at it and agree. You don’t need to have faith when there is data.

In recent decades, we have been increasingly indoctrinated to worship data. In many cases that adoration is well deserved. However, if you are not a statistician, or one with a firm understanding of statistics and how to determine the validity of a data sample, caution should be your watchword.

At its simplest, validity relates to whether data, and the research used to obtain it, is really measuring results related to some target aspect of your marketing program.

Is it really measuring what you think it is measuring, or are you just gathering numbers. If you are using your intuition to assess the validity of a data set, instead of statistical methods, be very cautious about making big moves based upon that information.

Don't overthink your website analytics reports

Another question related to your quantitative measurements is how reliable the collected information may be.

Reliability relates to how well the method of data acquisition leads to consistent results. 

For example, if you are looking at the monthly stats on your website analytics report, how do you determine if the deductions or decisions you might make based on that data would apply to every month, or a larger group of customers with a more normal distribution (sorry for the statistics lexicon). Essentially, are you seeing things that relate to just the group of customers contained in the data, or can what you see be applied to your entire customer base? There is a substantial amount of math involved in answering that question, not intuition.

Large marketers, with substantial brand recognition and market penetration, have to struggle with statistical validity and reliability continuously. Their challenge is to squeeze some incremental increase out of a market where they already enjoy a significant presence and share.

Here is the good news.

You, my small business friend, can ignore the statistical details and focus on things that will generate revenue. By that, I am suggesting that most of you are probably in the early to middle stages of implementing a digital marketing or social media marketing plan. For now, and probably quite some time into your future, bigger gains will be reaped from focusing on implementation and procedure, than data gathering and analysis. Put some reasonable assets and activities into action and get some results.

In order for your data to truly be useful, it must expand to a volume that will produce verifiable and reliable results. There are plenty of orders to be closed between now and then, so let’s focus on that.

If you are still with me here, I hope you are more astute and comfortable with the statistical aspect of your digital marketing and social media efforts. Those analytics that show how many visitors came to your website, pages they viewed, and how long they lingered are interesting and useful as gauges of activity. The desired long term trend of activity indicators is upward, with flat being acceptable, and negative giving cause for concern. No matter the case, don't stress about it

My next post will bring some insight concerning what you should expect to gain from your social media presence and Internet footprint. As always, comment or contact me with your questions. I can be contacted directly at CMS4i by putting @TomO in the message section. At CMS4i, we are here to help you make things work, so contact us anytime.

What is the Purpose of Your Business?

Keep your business on the right path

Take a step back from your daily routine and reflect on the purpose of your business. I know, you're thinking this is a stupid question. I assert that if you do not meditate on this simple concept periodically, your business is at increasing risk of drifting away from its charted path.

So that new readers are aware of the perspective from which I write, the majority of our customers here at the CMS4i shop are involved in manufacturing or distributing industrial process control instruments and equipment. The selling of these products is generally application specific, and requires technical knowledge and problem solving skills that most people would not normally have. This puts our customers squarely in the sphere of technical sales professionals, and that is the target audience of this article.

So, technical sellers, in case your thinking may have gotten off track, I shall remind you of something that is very important to your success...

The purpose of business is to collect checks.

Simple. Of course, in order to do that, there are other activities at which you need to excel.

• Post delivery follow up and assurance of customer satisfaction.
• Delivery and performance of your product or service.
• Securing the order or contract.
• Submitting a proposal or quote.
• Eliciting information about customer expectations.
• Getting approved or considered as a vendor.
• Showing your value, delivering your value proposition.
• Get known.

All of the above are tasks or skills at which you must be competent in order to survive as a purveyor of technical products. I listed them in the reverse order of which they are usually executed in order to make a point. These activities can be considered to be dependently sequential in their flow from the bottom to the top of the list. If you are not successful at completing a task, it is unlikely that you will proceed up the chain and ultimately get an order from the customer. It is all connected in a fashion that puts more value on the earlier stages.

Surely, you can point to some instances in your career where you succeeded, in spite of your mistakes. You have likely been able to shortcut the process a few times. There are also memories of orders that just seemed to fall from the sky into your hands. It’s time for a reality check here. We are not successful because of these aberrations. Success is based upon the commonplace, every day, somewhat repetitive, normal course of business that lives under the fat part of a bell curve.

Distribution of Transactions: Degree of Sales Engineer Involvement

Your personal success is based upon how often you can enter the list of successive tasks shown above, at the bottom, and proceed to the point of obtaining an order.

At this point, you may be musing about what all this has to do with digital marketing, social media, and the Internet.

How are social media and digital marketing activities going to help you get better outcomes from each of those process steps in my list of necessary tasks?

Most of the heavy lifting is up to you, my tech seller comrades. The digital marketing and social media efforts your company has put into place are specifically targeted at the initial, but most essential, step in the sales process….getting known. Getting the company known, the lines known, the products known, and building a brand or image that…

• Is universally positive.
• Stays “top of mind” with potential customers.

…That’s what this is all about. There may some additional benefits as you progress up the task ladder toward an order, but those are not as profound.

Once you make a personal connection with a purchasing decision maker for a project, it’s all up to you. You know what to do, how to do it, and your success is based upon your professional skills and the desirability of the products you sell. The marketing efforts we conduct on the Internet for your company are targeted to get you the opportunity to apply your skills directly at revenue generating activities.

Let's summarize:

• The goal of your business is to generate revenue.
• Revenue is generated through the successful performance of a generally sequential set of tasks.
• Getting known, or being known, is the initial step in every transaction.
• The purpose of digital marketing and social media activities is to establish a presence, get you known, achieve a level of recognition in your customer base.
• The greatest volume and most efficient opportunities for revenue generation exist in the mundane sphere of everyday business activity.

Other articles in this blog, which you are encouraged to follow, will cover specific things you can do to boost the effectiveness of digital marketing and social media activities conducted by you and your company. The endgame is to deliver more opportunities for you to ply your craft and collect checks.

Subscribe to the blog for more content on digital marketing and social media marketing. Comment, or contact me with your questions. I can be contacted directly at CMS4i by putting @TomO in the message section. At CMS4i, we are here to help you make things work, so contact us anytime.