Insights from The New Guy

In one form or another, I've been marketing most of my adult life. It doesn't make me any bit of an expert, but it does mean I've done stupid things, learned a lot along the way, and am learning more every day. It wasn't until recently that the idea of making a career out of social media marketing came to mind. Now, my small business, Melton Beanne, consumes most of my thoughts throughout the day. But I feel the experience I have, coupled with what I have been taught as the days go by, lends itself to a few good motivational suggestions.With that in mind, here goes nothing. 

1. It's never too late to get started. Every "rock star" in the business was new, once. The industry isn't going anywhere anytime soon. You're not too late, you're just in time to make your mark. More and more entrepreneurs are starting in their 40's & 50's. So don't ever look at this growing industry and think you're too late to be a part of it!

2. Surround yourself with support. If you're starting your own business, or trying to break into the world of content marketing, there's no room for negativity. Distance yourself from people who don't believe in your dream. I'm not saying that people can't disagree with you, but a common vision is constructed, not destructed, from the inside out. My #1 fan (and creative critic) is my wife!

3. Don't let you're ego get the best of you. This is one of the hardest things for me to accept. I know I'm cocky, and often times that helps. BUT, sometimes my lack of humility gets in the way. The fact is, I don't always have the answers. You won't either. Learn from others, mistakes and all. And as you grow, continue to follow the path of confident success.

4. Work smart AND hard. I know that the old addage is simply to work smart. Throw that out the window. In this ever growing, and awfully competitive market, you need to do both. If you're not working hard, your clients will find someone who will. And you HAVE to work smart so that you can grow!

5. Family and friends make tough clients. I'm not saying you ignore these people, but the ones that are closest to you may not be the best customer base. It's hard to imagine that those you love would be the ones that make it hardest to do your job, but it's true. Ask anyone who works with family. It happens, it can be great, but it can also be an absolute disaster. After all, friends and family know where you live, and your personal number.

6. Know your strengths. Marketing, specifically social media marketing, requires the work of multiple disciplines to come together, for a common purpose. We all have strengths, we all have weaknesses. I think, often times the talents we possess at a mediocre level are the ones that battle us the most. Concentrate on your strengths while trying to grow your other talents.  Don't tell someone you're a graphic artist if your experience is limited. Sooner or later, people will see through those facades. Your strengths are what sell YOU. Anything else is a bonus!

7. Forgot your weaknesses. Okay, don't forget them, but try not to dwell on them. This goes hand in hand with #6.  It's almost always better (and easier) to align yourself with partners who have strength in areas you don't. In the long run, you need to be part of a team! And remember, some talents are learned, others we are born with. No one will ever expect you to be everything to everyone.

8. Be yourself. There are tons of wannabes, but only one you. My wife talks about Gary Vaynerchuck as if he's my idol. The truth is, he's not. I admire his work ethic and energy, but I have no desire to be the next Gary. I want to be the only me, using my skills and my knowledge to advance the social exposure of my clients. If you pattern yourself after someone else you're bound to run into self-identity problems. After all, no one but you can be you. Sell yourself!

9. Work WITH your customers. It's not your job to know everything about each customer. No one expects you to understand the specifics of their day to day. But, it's important that you know what they do, their competition, and their goals. Any other specifics only need to be known if they're working into your social plan. Your work WITH clients, no FOR clients. It's the only way to have a successful social campaign.

10. NEVER dismiss any network as useless. I can't tell you how often I neglect my LinkedIn profile. I wrote it off years ago. Then, I learned how to use the network to my advantage. Only recently have I come to appreciate the niche that it serves, and what it can do for me and Melton Beanne. Not every social platform is going to work for every industry, or every client. But that doesn't mean you shouldn't know the ins and outs of the popular social networks. Imagine if a client asked me about LinkedIn, wanting to use it, and I simply said "I don't like it!". It just doesn't look good!

11. Don't give up your day job. You can't expect to flick a switch and be profitable on day/week/ month #1! It takes time to build yourself up to a point where clients trust you, with their names, and with their money. You'll need to hold onto any job that's paying the bills. Remember, there's no such thing as a dead end job if it's allowing you to work towards your dreams.

And lastly, have fun. If this isn't fun to you, you're not in the right industry!

 

Digital's Killing the Video Star

It's happening; every day we log onto social platforms, the waves of money are flowing the way of digital advertising. I'm not talking about the large, bright ever changing billboards, but rather the infinite number of ads that consumers are hit with while scrolling social feeds.

According to TechCrunch.com, total advertising is on the rise. In 2015, the commercial market spent about $187,000,000,000 (that's a B for BILLION) o attempts to grab and secure a consumer base. That's a lot of money. If we follow the spending trends, there are some growing changes that are affecting the industry. Digital (primarily social media) spending is nipping at the heals of big TV.

in 2015, 30% of the spending was thrown at the old flat screen. But consumer preferences are going to quickly change that dynamic. We aren't watching as many commercials. Thanks to technology, we're not even watching shows in "real time." We DVR this and that, and now our favorite shows work around our schedule, not the reverse. Gone are the days of us rushing home to catch the newest Dallas episode. We watch on our own time. And what has come with that is the slow death of the television advertising market.

Let me step back a moment. Death may be the wrong word. Let me call this an inevitable long term hospice situation. There will always be a market for these ad attempts, but over the coming years, that market is going to shrink severely. Why?  When corporations utilize television for advertising, the theory is simple, yet basic. Throw it out there, and let's hope that something sticks. Now, there's a ton of market research that goes into channel placement, timing, etc. But, overall, there's nothing that guarantees that a 30 second spot will be seen by the right audience. Also, more consumers are utilizing the DVR technology (as discussed) that allows us to "Fast forward" through commercials in order to reach the content we desire. What we will continue to see grow is product placement. We aren't watching ads, that is unless those products are built into the media we are watching. Watch a newer episode of DC's Arrow. Product placements are all over that show, and this is the single bright light in television's advertising future.

Only the Super Bowl still brings in the viewership that once was the staple of TV marketing. The reality is, our desire for the latest and greatest convenience in life has killed off much of the advertising we are so accustom too.

Enter in social media. It's a consumer wonderland, and its influence on the average user is so much greater than the television.Why? There's no easy answer here, but the main reasons lie with our own need to be social, even when we're not.

Social media has presented a playground for almost every living being. 15 years ago, millions felt alone, confused by thoughts and feelings they thought were unique. And social has changed that, drastically. We have forums that bring us together, even if they're making us less social with the outside world.

And as the world opens up, we have the ability to share the differences, or similarities, that make us unique. It didn't take long for marketing reps to grasp this concept and run with it.

Cookies make the world just a bit smaller. The free internet records endless trends, tagged by individual logins and memberships, and stores it for us. Anyone with a few dollars to spend can research and capture a demographic, while pushing aside those who may have no interest in what's being offered.

Take a look at Facebook. The average user is inundated with marketing with every scroll, and every click. But those offerings are very specific, based on the users' past internet activities. Did you Google sunglasses? Ray-Ban very well may show in your Facebook feed! Marketing content is narrowed down by interests, physical location, and even household income. Television can't even compete with this amount of selection.

In 2016, it appears that digital marketing money will surpass that of the old boob tube. Since the first tv ad hit the airwaves, television has been king. And now it's being forced to step aside and give up its crown. Social media is now the home of creative content. Looking towards the future, that won't change any time soon. In fact, the gap between digital and television will just continue to grow.

The prediction of what's to come in 2016 isn't news to those who have been investing in the digital marketing world. Professionals know the sheer numbers present digital as necessity. The social platforms make the world a smaller place. Without leaving the couch, consumers can visit a handful of companies that fit their needs, discuss experiences with virtual friends, and develop purchase habits based on someone else's experiences. Imagine explaining this to someone in 1975.

Why blog about something that is seemingly common knowledge. Realistically, there are still too many on the outside looking in. And if you're not working the marketplace, clients don't know you exist. I estimate that 99.9% of the companies in existance can benefit from social exposure. Who sits firmly in that .1%? I'm not sure and it's not important.

So what's keeping people out of the digital market? Ignorance? Price?

Yes. "Yes" is the answer! Ignorance is still out there. "It's just a fad" is no longer a valid excuse, but it's still used. Fear, ignorance, and some general misunderstanding keep people away from the social marketplace!

"It's just too expensive" is another favorite. Every company has competition. The industry in which any company exists has social media spenders (investors). Those who don't invest in the digital marketplace will soon find the expense of losing clientele to those who do. You have to spend money to make money, and being unwilling to invest is an awfully expensive proposition.

The social/digital marketplace is a world marketplace in which creative content rules. Periodicals, trade shows, and mailers are no longer the mainstays, but rather (often) a waste of money. Spend money, time, and effort wisely. Invest in the "fad" because it's not going anywhere soon.

The 4 C's of Social Content

Brand management is a whole new game, and content is king. Good content brings validity and relevancy to almost any brand. But when posting and sharing, it's important to make the most of it. To start, it's important to know the basics; 4 C's of social.

1. Be CREATIVE. Whether you're using clever wording or custom artwork, creative content is what legends are made of. Your offerings should be analyzed thoroughly before being let out into the world. With the right time and effort, a creative effort will grow brand awareness and reach new markets. And visual content is king. Use those graphics wisely, but as often as possible. Whether you employ an in house artist or you source your graphics from another company or freelance professional, there's no replacement for good visual marketing. Captivate the audience and you're well on your way to success. Creative content (as well as #3) is the driving force behind your brand's organic reach. Make it worth sharing!

2. Be CONSISTENT.  Content posting needs to be consistent. Note that I'm not advocating a set schedule but rather a consistent offering on a consistent basis. Think of it as a bit of organized chaos. Set goals for how, when, and why content is posted and shared. Be aware of what works for you and your brand. How many graphics should be included? Do what needs to be done, and change as needed.. But you have to be consistent. The more quality you offer the consumer in the digital world, and the more often you share this quality content, the more likely New consumers will find you and come your way. Also, consistent content is crucial in keeping current clientele happy. Remind your customers why they are with you, and why they cared to follow the company's social campaign(s). In a world of growing global competition, your need to stay relevant is immeasurable. 

3. Remember your CALL TO ACTION. This is a pet peeve of mine. Any campaign can be full of creativity and consistency, but fall flat when there's no call. Why put all that time, effort, and money into a campaign and neglect to point your ideal consumer in the right direction? A proper call to action can be expressed in various ways, and this is where creativity plays a huge key. Your call to action is the second most important part of your content. Once you have them entranced by your creativity, where do they go? What do they do? How do these people give YOU money? After all, that is the name of the game. Don't just open the door and forget to invite them in!

4. Prepare your CALENDAR. Content is not only a day to day operation, it's an every minute of every day goal. But, the minutes consumed by content must be planned in advance whenever possible. Any good social campaign, no matter the call to action, needs to be one that is planned over a period of time. Today's post were composed, compared, critiqued, and confirmed days before. No matter what tool is used to set the calendar, careful planning is an essential key to a complete campaign. And once your calendar is set, be ready to break it as needed. Unless your brand industry is unaffected by daily occurrences (do those exist?), you have to be ready to react to the current trends, when applicable.

Everyone has an opinion as to what makes a successful social campaign. Sticking to the basics gives you an excellent start. Whether you're just kicking into gear, or cruising along with success, the 4 "C's" are essential to any social campaign. 

I hope you enjoyed the excessive alliteration. Share!!!