Value add

We spend a lot of time thinking of ways to ‘value add’ – to provide that defining extra bit on top of normal service so as to stand out and really make a difference. It is now second nature for most people to be looking for ways to add value. It is the new normal.

But what about your marketing?

Is your marketing of the interruption based ‘me me me me’ type?
Brochures that talk all about you.
Website focused on you and what you do and how good you are at it.
Your message.

Where is your potential customer in all of this?

It can be a rude shock to explain to people that no-one cares about your message. They care only about the problem they have, and they are interested in whether or not you can solve it, but are they going to work that out based on your current marketing material? I’m still surprised by the number of companies who insist on using such empty phrases as ‘we utilise the latest technology to…’, ‘cutting edge’, ‘a leader in…’. ‘committed to providing you with (insert generic superlative here) service’….empty phrases.

Value added marketing is creating material that is genuine use to those you would like as customers, not an arrogant noisy interruption. It may be a blog, or a series of podcasts, or instructional videos, or a forum, or a program to connect users of your product/service, or a feedback mechanism to allow customers to help you enhance what you do, or even allowing them to improve it themselves. It may be as simple as entertaining people.

I think it’s about being human, and treating your customers like humans instead of a demographic to be broadcast at.

(Image by Tommy and the photography factory)

What is Social Media?

The Conversation Prism from Brian Solis

From Wikipedia:
“Social media are primarily Internet-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences”.

That is perhaps not so helpful, I think one of the best definitions comes from Antony Maynard of iCrossing who wrote in this e-book;

“What is social media?
Social media is best understood as a group of new kinds of online media, which share most or all of the following characteristics:

participation
social media encourages contributions and feedback from everyone who is interested. it blurs the line between media and audience.

openness
most social media services are open to feedback and participation. they encourage voting, comments and the sharing of information. there are rarely any barriers to accessing and making use of content – password-protected content is frowned on.

conversation
whereas traditional media is about “broadcast” (content transmitted or distributed to an audience) social media is better seen as a two-way conversation.

community
social media allows communities to form quickly and communicate effectively. Communities share common interests, such as a love of photography, a political issue or a favourite tv show.

connectedness
most kinds of social media thrive on their connectedness, making use of links to other sites, resources and people.”

Ok, well what does that mean for your business?
Social Media tools provide an opportunity to engage in conversation with your customers, to add value to them, and ultimately to your bottom line.

Social Media is not a quick fix but it will provide a depth of engagement that will more than justify the effort involved.

Social Media is about rethinking how you may have approached your marketing in the past – it’s seeing your marketing in a different way, as a chance to really show what makes you and your company unique.

It’s not broadcast, it’s dialogue.