Zeus of Marketing


Archive for June, 2011

Marketing Basics : Want New Business Model Growth? Think as a Customer

I hope that today’s blog is read by publishers and authors everywhere.  While today’s post is not your regular social media insights type, it does bring you insights as to how new business models can help you identify product development ideas and strategies to grow your business. Particularly, when you take on the perspective of the end user – after all – we are not only marketers – we are customers and consumers as well.

Like many of you – I just acquired a shiny new iPad2 – it has not only improved on-the-go productivity but has increased my book readership by over 500%, whereas I used to read about a book a month, now I am reading 5+. Why, you may ask – my favorite time to read is at bedtime (yes I am of those people that now wake up with the iPad next to them). Before the well lighted screen of the iPad, I wrestled with anything that would provide a reading light, including the “itty bitty light” – they never worked well.  And falling asleep with the bedside lamp would only guarantee a restless sleep as I would always fall asleep with the lights on.

At first the whole idea of ebooks bothered me, I couldn’t imagine not being able to fold the page corner – but being a 21st century guy, I did buy a Kindle. While it was good to read in the subway or the beach – I still needed a night light source for my favorite reading time. When I learned that I could download Kindle books to my iPhone and now my iPad, my reading life changed forever. There is nothing like finishing a book in a series (Think The Girl With the Dragon Tattoo, the Lincoln Lawyer novels by Michael Connelly) at 2:00 AM and being able to instantly download the next one to find what happens next.  Or in cases that you are stuck waiting at the DMV or the doctor’s office, being able to whip out your iPhone and keep reading is “priceless.”

So what is the insight for “product development” in this case:

As an author or publisher:

1. Make sure that there are sequels to the book.

2. Time the sequels as close in time as possible   – you want to leverage the “2:00 AM” download (even consider digital previews over hardcover)

3. Ignore the e-readers versus tablet controversy – as long as you have an open platform like Kindle that can be used across all OS´s – the argument is moot. This is one area where Apple has not gained a proprietary hold.

4. If you have not started publishing digital books – prepare for a quick death  – I recently had to purchase a business book as a pre-read for an upcoming executive seminar and the fact that it was not available for download made me think twice about long term survival of McGraw-Hill.

This is only one example of what I find to be a great digital business model  – I would love to hear from you about your examples and insights in this or many of the other new digital opportunities in this brave new world.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

 

 

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2 comments June 30th, 2011

Write for People – Not Search Engines

Final Exit Before Content Takes Over

I have been struggling over the past two weeks to identify a hot topic to write about. After coming across various blogs and articles with quotes like:

– SEO has no future.
– Constant changes in search algorithm renders real time SEM impractical if not impossible.
– Content farms are taking over search results – commoditizing SEO.
And my favorite – which became today’s blog title:
-Write for people – not search engines.

I came to the conclusion that this should be today’s topic as SEO/SEM should be archived under sciences that have lost steam  – the Alchemy of the 21st Century. My apologies to those that make their living as “key word” picking experts and a shout out to companies still adding this skill to their job descriptions. I also want to provide you with a great resource for staying up to date via State of Search particularly blogs written by Sam Crocker (@samuelcrocker).

As it it always the case, each time a fad fades, a new one emerges. The good news is that in this case the new one is not a mysterious algorithm, new math, “only a whiz kid can do it” kind of fad, but one that can be summarized in the old adage; “CONTENT IS KING.”

In the interest of a “big punch” in the fewest possible words – what is the ONE tip I have for you this week (forget a top 10 list, or even a top 5 or top 3), to truly rank high in results,  just remember:

From now on : WRITE FOR PEOPLE – NOT SEARCH ENGINES

What are the benefits:

1. Focuses on your customer interests not additional steps
2. Helps you concentrate on what you know best – your product or service
3. Frees up time to spend in identifying your customers/prospects interest and sources of information (that’s where you should be targeting your content and links to your content)

I always love when common sense prevails!!!

I would love to hear what is your point of view regarding SEO, PLEASE MAKE SURE TO COMMENT BELOW.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

 

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4 comments June 16th, 2011

Advice for B2B : Social Media Has Been Part of Your DNA Forever : Just Embrace it With the Same Objectives and Passion

LinkedIn successful IPO (I never had any doubts) seems to have accelerated the discussion of Social Media for B2B in the “blogosphere.”  I hate to burst anyone’s bubble, but “Social Media” successful execution is based on the marketing and selling principles that B2B has executed since the first caveman bartered tyrannosaurus meat for a stone wheel.  The only difference is that the stone tools have been digitized and are now more efficient, cost-effective and in real time.

Those of you that follow my blog are familiar with my on-going message of “no need to re-invent the wheel,” just make it better. This can not be any truer than today’s topic.  A successful B2B business has reached its position through sticking to simple principles focused on delivering clear, relevant messages consistently over time to carefully selected prospects.

1. Target. Aim your marketing campaigns toward the people who most want to hear from you: Prospects with the same needs and demographics as your best customers.
-Focus on blogs, forums and LinkedIn to Identify where your prospects convene – and Listen (more inexpensive than ear-dropping in far away industry conferences)

2. Relevant. In a noisy marketplace, people tune out messages that aren’t directly relevant to their interests. Know the needs of the business decision-makers you’re targeting and tailor your messages accordingly.
-Identifying the right cyber-water cooler meetings’ locations will get rid of a lot of the noise

3. Consistent. Marketing across all channels – from paid advertising to sales letters, from websites to face-to-face presentations – should support your brand positioning and consistently repeat the same key statements about who you are, what you do, and how you do it better than anyone else.
-Social Media allows you to expand on your positioning and rather than just communicating sales bites you can develop full thought leadership articles on what makes you unique. Remember “Content is King”

4. Credible and Clear. Business prospects need to trust and believe you to recommend you or buy from you. Back up your marketing claims with case studies, testimonials, and statistics to establish credibility and position your company as a trusted provider.
– ibid (for the less literary; see above)

5. Frequent. Prospects need to hear from you regularly and often to keep you top of mind. Be visible to be memorable.
– The ease of publishing and immediate feedback will allow you to afford more frequent and relevant communication as opposed to slaving to your printers or selected trade magazine(s) editorial calendar.

When it comes to Social Media, it is B2C who should learn from B2B. Not vice-versa.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

 

 

 

 

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1 comment June 2nd, 2011


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