The Marketing Message Blog

A Mix of E-commerce and Networking: It's Social Shopping!

Check out the Inc. Magazine article in Feb. 2007, by Ryan McCarthy called The Power of Suggestion.  It deals with the concept of Social Shopping.  This concept is not new, (AOL tried it in the mid '90s) but it has begun to take shape because Web 2.0 technology makes it easy. 

Social shopping is a way for consumers to recommend their favorite products and services to others with no inherent bias.  The sites are geared toward consumers not marketers so it's not a straight shot for online retailing.  But if done correctly, small online businesses can really benefit from this.

So here's what not to do: Don't get a 'stooge' to say they love your product and hope this will generate a ton of traffic.  If the 'influential user' is not a real fan of the product, and well-respected, you are wasting your time.  But if a real fan picks your product, as McCarthy says, "...a single recommendation from a well-connected and influential user can generate considerably more visibility than many marketers could achieve on Google or Yahoo—and even better, it's free."

So here's what you can do: Check out these sites, for example, Kaboodle and ThisNext and think about how you might reach your influentials to champion your product.  If you are in business for any length of time, you have some people who are brand evangelists.  Think about how you can mobilize them.

Small Business Owners: The Key to Success is Timing

There's an interesting guest column by Ray Kurzweil in Inc. Magazine's Feb. 2007 issue called How to Predict the Future.  Kurzweil could stop working now and he would arguably be considered the heir apparent to Edison.  His most notable invention to date is the development of the Kurzweil Reading Machine to assist the blind. 

He belives that a good sense of timing is the key to success and he's certainly proved that.  But he doesn't possess psychic abilities. The method he uses is a good one for small business owners who live or die by their business projections.  He believes that "an inclination to project the current rate of change into the future is hard-wired in us."   So what can you do to make meaningful predictions?

I think two midset changes are critical: 1) Internet tools change so fast that you need to understand that a 3 yr. prediction will miss new technology developments.  Did you forsee your business blog driving traffic 2 years ago?; 2) The problems that you worry about today may be solved more quickly than you expect.  The best way to guide your small online business is to make short plans that get re-evaluated often.

If You Are in Business You Need a Squidoo Lens Now!

I wrote this post almost a year ago and I wanted to reprise it again today.  Using Squidoo is more valuable than ever if you want to help people find you.

May, 2006:

I started this blog to engage in conversation about creating the right marketing message for your product or service.  If I told you there is a service that allows you to provide expert information on any topic, product or service you choose; it drives traffic to your website; donates money to charity and is FREE, would you use it?  Well if you haven't created a Squidoo Lens then the answer is 'No.'  Are you an expert on any topic, launching a new product or service?  Then you need a lens.

I have worked in marketing for over 25 years.  Eight years were spent as a marketing director for AOL.  I don't understand why every business hasn't built at least one lens.  Martha Stewart has one on cookies!  It won't cost you any more than it cost Martha's team to put up a lens--zero.  It's just one more way to get noticed.  I'm sure you want to get noticed.

If it's the time you're worried about, it's easy.  You have all the information in your head now.  The lens builder is a snap.  Do it.

Also, there are lots of fun lenses to explore.  Don’t forget to check them out while you’re there.

Tap Into the Power of Social Media

For all those interested in "Tapping into the Power of Social Media" I will be interviewed by Roger C. Parker and Jay Conrad Levinson on this Wednesday's (Feb 14, 2007) Guerrilla Marketing Association live Expert Interview. It's free! For more information, check it out here 

Podcast: Social Media Marketing for Small Business Using MindManager

Here is a link to the recording of my MindJet webinar for those of you interested in learning more about how to use Social Media Marketing to grow your Small Business  It's about 50 minutes long and covers the steps I recommend to plan and implement your next online promotion.  It simplifies how to use Web 2.0 tools to your advantage TODAY.

I use MindMaps for planning everything.  That includes newsletters, product launches and brainstorming.  It's an amazing way to 'see' what you think!  MindJet's Mindmanager makes it really easy.