(Sigh) I've just attended another client meeting with two middle aged men. One was an older Brit living and working as COO of a prosperous business in Atlanta - who sat silently and listened. While the other, an outspoken middle aged manager type vehemently defended his disdain for facebook, social networking, blogs, and all things 'new media'.
"My clients aren't on facebook!" he said. They're out working and making money. ...Too busy to sit online. (sigh). I thought, should I get the shovel to dig his head out of the sand - or just wait for the tide to come in and wash it out for him? It's a refrain I hear quite often from those who aren't "in tune".
"Marketing with new media will revolutionize the way you do business", I answered. If you aren't doing it, know that your competition is. And will eventually win your potential clients because of it.
Then the inevitable ROI discussions began. I always anticipate it. I responded, what is the return on investment for keeping your front lawn landscaped? Or having such clean floors? Or having a pretty, bright, accommodating receptionist? Can you measure your return on those things? ...but you need them right? [Thinking. Absorbing. Blank Stare]
In today's marketplace, you have to grab customers' attention quickly with succinct website content, creative e-zines, e-books, regular interaction on your blog and even keep potential and current customers engaged with a film or podcast from time to time.
New Media equips you with the ability to earn and keep your customer's interest, their business and referrals by simply "sharing information" - but despite the benefits, not everyone is on board.
According to a recent survey by Jupiter Research, only 36 percent of all businesses with fewer than 100 employees had a web presence. 36 percent! If you are one of these business owners, log on to LisaCampbell MEDIA and The wwwippleEFFECT often. The sites will help you to organize and optimize your online storefront. And if you are just starting out - good for you! Bookmark this blog and the LisaCampbell MEDIA website - to start out strong.
Utilizing the power of new media is not about just having a flashy website. Mine isn't in fact. It's very homespun but with LOTS of information. Reminds me of my personal living room. Kind of shabby chic, but with books and information all over the place. And that's just what it's meant to be. It's a reflection of me, my personality and the tools that I can serve to those who care to listen. Come sit in my kitchen and read on. :)
True value lies in what you say. When used effectively, Marketing Technology will help you to build a community of loyal customers or users that you can connect with at any time. You can't afford to be left behind.
Marketing with personal technology and new media gives you the biggest bang for your buck, both in time and money. It allows you to talk to potentially millions of people with the ease of talking to one; and it gives you control over how, when, and where you talk to them.
All of the new media channels that I talk about in seminars and trainings - websites, e-zines, blogs and podcasts- encourage a fresh approach to doing business that is actually hinged on an old-fashioned mind-set. We're actually going back to the roots of our customer relationships - being heart centered. And reaching out to people, one at a time. But in a whole 'new' way.
Remember the sitcom Cheers? The theme song included the popular line "where everybody knows your name". It's sort of back to that now with new media. When your customers reach out online - on your website, twitter, facebook page, etc., it's an opportunity to 'know their name' and speak to them directly, but on a much larger scale.
Building an online community using the new tools of communication and understanding - is the single most important thing you can do to grow your business. ...Community, meaning a group of people who are your most loyal customers or potential customers - people who 'want to hear' what you have to offer, and have opted-in to do it. Willingly.
Although I am a true evangelist of the advantages of New Media, there are some things it CAN'T DO.
New Media cannot replace face-to-face communication. Technology is a supplement, not a replacement for human contact. New media serves to enhance that conversation.
New media cannot reach your ENTIRE customer base. I agree, in some ways, with the corporate manager that I mentioned at the top of this blog. Not everyone has joined the digital world, and you need to continue with some traditional marketing and media. It's why I created blinkTHINK - the marketing methodology that fuses 'new media' with traditional media (radio/tv/print), technology, psychology and culture. All of your print marketing materials, such as business cards, postcards, newsletters, brochures, direct mail pieces, etc. should all have your website information, email address and blog address.
In the latter years of my career as a News Anchor - an incredible new paradigm began. Reporters couldn't just go out anymore and cover a story and then feed live on radio or tv. They'd have to 'write' a web article too. Old media had to adjust to keep current with new media - or it knew that it would meet an even faster demise.
The internet, literally changed everything, and very quickly, for traditional media and its users. And nobody yet knows where this new troposphere will go. Isn't THAT exciting?
Also, I often tell my clients that New Media cannot provide 'instant gratification.' Like any other aspect of your business, creating a new media or social media platform is a process. It's not a silver bullet. Don't buy from the snakeoil salesmen who tell you that "New Media" is the answer to all of your company's ills. It's NOT. But consistent efforts by a skilled practitioner will make a significant difference in your bottom line.
Trust me.
LisaCampbell
http://www.lisacampbellmedia.com
Find me on twitter at:
LCampbellMedia or hitechnologyLC
