HMM...The Huby Marketing Minute Blog
Bite-Sized Marketing Tips & Tidbits for Busy Professionals
HMM...The Huby Marketing Minute, Bite-Sized Marketing Tips & Tidbits for Busy Professionals
Things have GOT to get better, don't they?
I recently read an article by Stefan Stern giving us 4 reasons to cheer up. Amongst the doom and gloom of today's business world, he points out some very basic, common-sense approaches to turning our frowns upside down.
Stern's first point is that, when you're at the bottom, there's nowhere to go but up. Although we may not technically be at the bottom of things economy-wise, it's time to nip the self-fulfilling attitude of belt-tightening and 'recession-mindedness' in the bud. Things really are starting to rally around now, and it's time for our attitudes to do the same.
A couple of other interesting points that Stern makes is something that people often forget when panic strikes the economy: opportunity and innovation. There really are opportunities out there - if there weren't, then everyone would be out of business. Find them. Create them. Keep an eye on your competition, and when their cuts run deep or they start bowing out of the limelight, jump in there and take some market share.
Any time's a good time to improve on something or do it better, and a recession is no exception. Cut back on advertising, okay, but don't cut back on innovation - in the end, what your product or service does better than your competition is what will make the difference. And, of course, how well you communicate this key benefit to your target market.
Above all, Stern notes that keeping a positive attitude goes a long way in business. We all hear the phrase, "the power of positive thinking", but have you actually tried it? I can tell you first-hand that it really does work. Besides - if you feel optimistic about things, it's contagious, and before long others start evoking a more positive outlook. And so on, and so on, and so on....
Maybe a little more optimism is just what we need.
Stern's first point is that, when you're at the bottom, there's nowhere to go but up. Although we may not technically be at the bottom of things economy-wise, it's time to nip the self-fulfilling attitude of belt-tightening and 'recession-mindedness' in the bud. Things really are starting to rally around now, and it's time for our attitudes to do the same.
A couple of other interesting points that Stern makes is something that people often forget when panic strikes the economy: opportunity and innovation. There really are opportunities out there - if there weren't, then everyone would be out of business. Find them. Create them. Keep an eye on your competition, and when their cuts run deep or they start bowing out of the limelight, jump in there and take some market share.
Any time's a good time to improve on something or do it better, and a recession is no exception. Cut back on advertising, okay, but don't cut back on innovation - in the end, what your product or service does better than your competition is what will make the difference. And, of course, how well you communicate this key benefit to your target market.
Above all, Stern notes that keeping a positive attitude goes a long way in business. We all hear the phrase, "the power of positive thinking", but have you actually tried it? I can tell you first-hand that it really does work. Besides - if you feel optimistic about things, it's contagious, and before long others start evoking a more positive outlook. And so on, and so on, and so on....
Maybe a little more optimism is just what we need.
Cutting costs? Try a freelancer
Well, here it is – the long-awaited first day of spring. And, my first blog entry in a few weeks. Okay, I’ll confess, it’s been about a month, for those of you keeping track.
I’ve not exactly been the poster-child for practicing what I preach in that regard lately. Truth is, motivation has been lacking, big time. Until now.
What sparked this little burst of inspiration was a post by Ed Gandia in The Wealthy Freelancer yesterday, talking about the “freelance revolution”. Now, I don’t know that I’d class it as a revolution, but there’s absolutely no doubt in my mind that the market is crawling with freelancers for this or that. What I didn't realize, however, is just how much we really can help businesses during a recession.
If you’re a corporate person used to getting things done in-house, it can quickly become overwhelming when faced with extreme headcount and cost-reduction mandates, which usually means you now need to do it all. I know - I’ve weathered two economic downturns in the corporate world.
But something that’s often overlooked by both big biz and smaller operations is how freelancers can help with cost-cutting measures and economic improvement. Here are a few examples:
We’re all trying to do more with less these days. A freelance professional can help you keep costs down and meet objectives. Which, of course, will help your business thrive this year, and years to come.
Have you found other ways that freelancers have helped you reduce costs? Feel free to share them here.
I’ve not exactly been the poster-child for practicing what I preach in that regard lately. Truth is, motivation has been lacking, big time. Until now.
What sparked this little burst of inspiration was a post by Ed Gandia in The Wealthy Freelancer yesterday, talking about the “freelance revolution”. Now, I don’t know that I’d class it as a revolution, but there’s absolutely no doubt in my mind that the market is crawling with freelancers for this or that. What I didn't realize, however, is just how much we really can help businesses during a recession.
If you’re a corporate person used to getting things done in-house, it can quickly become overwhelming when faced with extreme headcount and cost-reduction mandates, which usually means you now need to do it all. I know - I’ve weathered two economic downturns in the corporate world.
But something that’s often overlooked by both big biz and smaller operations is how freelancers can help with cost-cutting measures and economic improvement. Here are a few examples:
- Save on costly commercial space. By using freelance professionals, you keep the need for increased office space to a controllable level.
- Reduce your overall payroll, overhead, and astronomical health insurance costs. What you’ll save in wages, operational costs and employee benefits will far outweigh the impact to your marketing budget. Think of it this way: why pay someone a full-time wage when you can get the same work done on demand by a freelancer? I’m not saying we work for cheap, we just don’t cost you an annual salary, and can get the job done when you need it.
- Improve the economy. By contracting freelance professionals, you’re helping inject much-needed dollars into our frail economy. And, here’s something to think about: self-employed folks can be an engine of job creation, employing others to help them grow and expand their businesses.
- Help the environment. An indirect benefit of choosing to use more freelance professionals is the favorable impact to the environment. You’re helping to reduce traffic and congestion, thereby making the carbon footprint of your metropolitan area a little smaller. And, many of us practice some kind of energy conservation in our homes and offices, helping to reduce the environmental impact even more.
We’re all trying to do more with less these days. A freelance professional can help you keep costs down and meet objectives. Which, of course, will help your business thrive this year, and years to come.
Have you found other ways that freelancers have helped you reduce costs? Feel free to share them here.
Social Media finds its perfect fit
The results are in from yet another Marketing Sherpa study on social media's best uses. The numbers say it all: social media ain't a flash-in-the-pan online fad that will disappear in a few months. A whopping 90% of businesses surveyed believe that social media is most effective at building brand reputation and driving awareness. Running a close second is improved search engine rankings and increased website traffic.
Lead generation comes out as a secondary objective, since direct marketing still maintains a stronghold in this area, despite the cutback woes of businesses.
For companies looking to implement social media to improve internal communications or increase online sales, keep looking. Social media is not the platform for results in either of these areas. If you'd like to dabble in SM to train employees and get used to the tools, go for it.
Because of it's casual, conversational tone, social media ranks high with PR in the relationship-building arena, and is therefore more likely to accomplish branding goals.
Still wondering if SM is a good fit for your company? Give it a try - you might be nicely surprised.
Lead generation comes out as a secondary objective, since direct marketing still maintains a stronghold in this area, despite the cutback woes of businesses.
For companies looking to implement social media to improve internal communications or increase online sales, keep looking. Social media is not the platform for results in either of these areas. If you'd like to dabble in SM to train employees and get used to the tools, go for it.
Because of it's casual, conversational tone, social media ranks high with PR in the relationship-building arena, and is therefore more likely to accomplish branding goals.
Still wondering if SM is a good fit for your company? Give it a try - you might be nicely surprised.
Social Media: Measure relationships, not hits
The latest Marketing Sherpa chart (below) shows us that the most successful social media tactics are the least measurable. SM isn't about measuring hits or any other kind of metric. Because of its very nature, SM is difficult to measure. For instance, if you attend a conference, trade show or seminar, how do you measure the success of the event - by counting how many hands you shook, contracts signed or orders taken, or do you measure the event in its entirety, with everything rolled into one general, qualitative statement like, "Wow - that was a great event", or ...<< MORE >>
Social Media's Biggest Business Hurdle
We've all read and heard about how social media is making headway into business, and most likely you're already using some form of it (if you're reading this blog, you definitely are). Of course, we've also heard much about management's resistance to integrating social media into their marketing strategy, citing lack of tracking means, and chalking it up to the "old school" just not getting it. According to a recent survey by Marketing Sherpa, that's only part of the story.
Only 32% of organizations surveyed reported management resistance, and 33% reported lack of budget funding. Now, I'm not sure what tactics ...<< MORE >>
Only 32% of organizations surveyed reported management resistance, and 33% reported lack of budget funding. Now, I'm not sure what tactics ...<< MORE >>
So, you want to start a social media campaign
I've been reading a ton of information lately on social media. Particularly best practices for businesses, and how to make SM really work as part of a marketing strategy.
A fellow Tweeter forwarded a couple of excellent links to me. The first article was originally intended as a little tongue-in-cheek to address the superabundance of social media "experts" that have suddenly appeared. The second is a more serious look at what companies truly interested in implementing a SM strategy should look for in a consultant.
One of the points that both these articles have in common ...<< MORE >>
A fellow Tweeter forwarded a couple of excellent links to me. The first article was originally intended as a little tongue-in-cheek to address the superabundance of social media "experts" that have suddenly appeared. The second is a more serious look at what companies truly interested in implementing a SM strategy should look for in a consultant.
One of the points that both these articles have in common ...<< MORE >>
Auto-run audio and video: Attractive or Annoying? The results
Last week I conducted a Twitter Poll, started a LinkedIn discussion, and posted a blog entry regarding the latest online tactic, using auto-run audio and video on web pages.
Granted, I did not have a huge number of responders, but of those that did respond, the overwhelming majority were against the auto-run annoyances, with most stating they quickly closed the page, never to return. One respondent said that she's become so annoyed with these intrusive tactics, she works with her sound turned off. Another said he felt like the virtual spokesperson was chasing him around the screen, since the ...<< MORE >>
Granted, I did not have a huge number of responders, but of those that did respond, the overwhelming majority were against the auto-run annoyances, with most stating they quickly closed the page, never to return. One respondent said that she's become so annoyed with these intrusive tactics, she works with her sound turned off. Another said he felt like the virtual spokesperson was chasing him around the screen, since the ...<< MORE >>
Auto-run audio and video on web pages: Attraction device or all-around annoyance?
We've all done it: visited a website that suddenly blares music or starts shouting a message from a virtual salesperson, resulting in us scrambling for the volume button or trying desperately to find the pause/stop on the offending noisemaker.
Whether you work in a cube farm, corner suite, or in a home office, these tactics can be classed one of two ways: effective or annoying.
In the desperate play for Google's prized #1 position companies are varying their online tactics, seemingly with little regard to whether or not it's actually doing anything. Study after study has shown that placing audio ...<< MORE >>
Whether you work in a cube farm, corner suite, or in a home office, these tactics can be classed one of two ways: effective or annoying.
In the desperate play for Google's prized #1 position companies are varying their online tactics, seemingly with little regard to whether or not it's actually doing anything. Study after study has shown that placing audio ...<< MORE >>
Marketers increase online spending to battle tough times
According to a recent Marketing Sherpa study of BtoB and BtoC marketers, marketing budgets are shifting to online tactics. This really doesn't come as a surprise, since Forrester identified the trend in late '07, and given the current economic conditions, it only makes sense to switch to lower cost alternatives.
What is a little surprising (to me, at least), is the increased interest and budget allocation to direct mail. DM is widely accepted as the first and foremost way to get in front of your target customers. It's never gone away, although it did lose out a bit in popularity ...<< MORE >>
What is a little surprising (to me, at least), is the increased interest and budget allocation to direct mail. DM is widely accepted as the first and foremost way to get in front of your target customers. It's never gone away, although it did lose out a bit in popularity ...<< MORE >>
Cheers to a New Year
Well, I've gotta be frank - I can honestly say I won't be sorry to ring out 2008.
What a year. From wacky, record-setting weather to record-high gas prices, to the fall of Wall Street, we've just about seen it all this year. At least, it seems that way to me.
I'm looking forward to a fresh start in 2009, with some major personal and business goals to attain. And, I refuse to participate in the doom and gloom psychology perpetuated by the global media about the economy. Hey, I know things aren't great, but do we really need to be ...<< MORE >>
What a year. From wacky, record-setting weather to record-high gas prices, to the fall of Wall Street, we've just about seen it all this year. At least, it seems that way to me.
I'm looking forward to a fresh start in 2009, with some major personal and business goals to attain. And, I refuse to participate in the doom and gloom psychology perpetuated by the global media about the economy. Hey, I know things aren't great, but do we really need to be ...<< MORE >>