July 7, 2015, 10:40 am

I get asked about social media strategy all the time. Social media marketing is just one tool in the Marketing toolbox. PR, advertising, website, online, offline, branding, PPC and so much more are all a part of marketing. Obviously, no one can do it all in small business.

Many want a short cut to success. As if there was a magic bullet. There isn’t.

Social media is a tool, a set of platforms for publishing. But what are you publishing?

The 4 questions you have to ask are:

1. What do you want to be known for? What is your super power?
2. Who do you want to engage with?
3. What do you want them to do?
4. How will you get their attention? How will you get them to engage?

4.5 Where do those people hang out online?

There isn’t a twitter strategy. There is a marketing strategy whereby twitter is one piece of the puzzle.

And sales is about being helpful and friendly. To make a friend you have to be a friend.

And finally, on social, be social, be interesting, engage with others.

Just some tips for your week.

7 of The Best Content Marketing Tools to Use in 2015

A great definition of a brand: “your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do…. the sum total of what we think and believe and feel about what this company makes” is the brand.





David Byrne is a Whiner

Filed under: Marketing Tips,Peter Radizeski — Sunday, October 13, 2013 @ 8:27 am

David Byrne of Talking Heads is whining on The Guardian about online services sucking all of the creative content out of the world. Artists just aren’t making money from Spotify or Pandora. Well, their music labels ARE making money from these services, so the fight might be with the music labels – or the contracts you signed.

This fight is similar to the one going on over Amazon and publishing. There are authors who think Kindle and Amazon are destroying the book world. Others find it liberating. As both an author (without a publisher) and a reader, paying $10 for most kindle books is ridiculous. Why? The paper copy is like $14-$18. Printing is $0.02 per page, shipping for distribution, typesetting, etc. make up a majority of that $14-18. So how is an e-book $10?

I would like to point out two things:

One, people with degrees expected to get more out of college than $70K in loan debt. They expected like their parents to get a good paying job to live off of. That is not happening in today’s world. Free internships, low paying positions, hyper-competition for that position, part-time versus full-time — these are all factors that have changed the college degree system.

Two, maybe in today’s cratering world economy, artists won’t make millions any more. Or they will have to be better marketers and cultivate a Tribe.

Byrne points out that if everything ends up on a $8-per-month Netflix platform, how can we produce good movies and TV? Well, maybe actors won’t make $20 million per movie or $1 million per episode any more. In sports, not every player makes $3 mill per year. In the NFL, there are players making $96,000 per year on the practice squad. So not everyone hits the salary lotto.

That being said, Kindle, Spotify, Netflix and Pandora are not the only marketplace or to put it another way: they are not the only source of income. We live in a world – not just for the ART of music, acting and authors – but even the art of programming, project management and marketing – that has far more freelancers today than every before. We are slowly drifting to a world of freelancers, where everyone will have to market themselves and have multiple streams of income.

If you think about it, a PR maven is like a musician. She will sign up with a label – in this case called a PR firm – and get paid a salary and benefits. If the PR maven doesn’t like the offer from the PR firm, where all of her creative work is owned by her employer, she can freelance.

I see the figures on what songwriters make from Pandora and Spotify, pull your catalogs. Leave it up to the other marketplaces like Bandcamp to make you money. Maybe you have to be more like Pearl Jam and DMB and OAR — tour, build a tribe, the tribe will support you.





Identify Targets

Filed under: Marketing Tips,Offline Marketing,Online Marketing,Peter Radizeski,seth — Friday, October 4, 2013 @ 1:59 pm
“If you’re working in marketing, the temptation is to seek out and evangelize those that ‘don’t get it,’ to find and sell to the skeptics,” writes Seth Godin. “In fact, real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you. Ideas spread from person to person, not so much from you to them. So find your biggest fans and give them a story to tell.”
I learned this lesson long ago. You can’t convince everyone that resale DSL isn’t the long term play. You can’t convince people that the money will go to Layer 1 or Layer 7. You can just talk to the people who get it. (Maybe they can convince others.)
Same with your business. You can’t convince everyone that cheap DSL or cable modem is the wrong avenue, but then you only have to convince one to two thousand of that (not millions).
Identify and Target the best and most profitable prospects.




Two Sides of the Funnel

Filed under: Internet Marketing,Marketing Tips — Thursday, June 20, 2013 @ 8:55 am

flipped-funnel

from the Digital CMO Summit 2013 and Joe Jaffe:  The traditional funnel versus the flipped funnel. Inbound versus Outbound. Promise versus Social Currency.





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