Direct Marketing and Social Media

You can read countless newsletters, blogs, RSS and Twitter feeds about what is successful in Social Media. But the raw truth is this: Nothing substitutes for experience.

What are the response rates for your industry for Twitter feeds? You might not even be able to find out because your competitors consider this proprietary knowledge and not apt to give it up in trade publication interviews. What works for retail might not work for B2B. Or, what works in one B2B category has no bearing on another whatsoever.

For example, if your category skews younger, Twitter may work well. Older demographics may work less well because that medium is used more by younger folks. So, the only way you’ll know for sure is to do it yourself.

Of course, you want to follow closely what your peers are doing on FB, Twitter and mobile apps. In fact, if you find they’re thriving with large followings, you’re probably already behind in your learning curve if you’re not doing likewise. Use that as a clarion call for your company to get moving in these new channels now. LC

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Just Say No

Sometimes it pays to go shopping before you really need to go shopping. If you shop with no intention to buy just then, you can survey the marketplace from a thoughtful distance.

Of course, if you find a fantastic deal that you think may not be available later, you can always change your mind. But if you window-shop in real space or browse online prior to the time of your purchase, you can get a better feel for terms and conditions of the intended sale.

From what I’ve observed, people who are about to buy something hardly look at the terms and conditions because they’re preoccupied with the actual cost of the service or item they’re about to buy.

This “discovery period” that I recommend is also helpful in revealing “subtle value,” which can have an impact on your final decision. It can help you make a better purchase and avoid buyer’s remorse. LC

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