No doubt, marketing surrounds us; some resonates while others drift off around us without entering our consciousness.  Billions of $$$s are spent trying to get our attention.  Why spend your company's money trying to find the next great marketing message and technique when other highly paid teams have done the job for you?  You should be taking notice of the messages that others are creating that are achieving results with you.  Even better, find those messages that are targeted at your customers.  Find companies with "booku" marketing budgets that are trying to influence your clients.  They have the resources to know what really works.  See what you can use from their messaging and delivery that you can use in your own marketing campaigns.

Remember the famous quote from Sir Isaac Newton, "If I have seen a little further it is by standing on the shoulders of Giants."

I love metaphors, probably because they are my life as a Principal of Nurture Marketing our growing Marketing Services Company. I've had the benefit of working with the two OOOBER-metaphor people in the world, Jim Cecil and Anne Miller. Metaphors are used to associate your product/services, the uses, features and benefits in pictures and words positively.

Recently I compiled a list of 9 ways to effectively utilize metaphors in marketing. Thank you Anne and Jim, you are the Apollo of Metaphors!

Metaphors make communications "sticky". They are Visual, Associative, Memorable, Emotional, and Unique leading to the instant "Aha" in your prospects and customers.

Metaphors are frequently used by successful companies in their advertising and marketing. Pay special attention to advertising such as billboards where the advertiser needs to convey their message within 2-5 seconds. Also, look through a magazine and jot down what you think the advertiser is trying to communicate (it's not always about sex). Think of a product or service you currently offer. What are some ideas on how the advertiser's metaphor can help you communicate how your company's product or service can help cure your customer's or prospect's pain?

Metaphors should say with one image, phrase, attachment, or enclosure what it would take you several paragraphs to say in words.

Direct mail metaphors include enclosures that help you get your points across or position your company in the minds of your clients and prospects. For example, a crystal ball evokes seeing into the future for the good of your client, a compass can help a client choose your company as the right direction, and a magnifying glass can add clarity to a situation.

Use a good metaphor to drive home a point, clarify confusion, or differentiate between points. I had a boss who used analogies to help people understand complex issues in a simple, understandable, and relevant manner.

Use search engine images to give you ideas on appropriate and useful metaphors.

Utilize images in your e-Mail communications and link those images to a landing page that expands on the messages contained within the image.

The Nurture Institute's top 5 metaphors direct mail metaphors of all time are:

1. Compendium Cards containing famous quotes
2. Compass
3. Tools
4. Race Cars
5. Crystal Ball

Subscribe to Anne Miller's free monthly newsletter The Metaphor Minute at www.annemiller.com .

For years I never really understood the tone of most marketing letters that come across my desk. What I found is that most of what we produce in our industry lacks humanity.  We tend to try and hit the impersonal centers of reader's brains and almost always ignore the emotional and truly human parts.  I think people like to buy from people who they know and trust but most of what I see as marketing collateral does nothing to create personal relationships. I've recently asked our writers to submit more personal letters and articles for our e-Mail Assistant delivery system that was specifically designed for 1:1 communication (www.emailassistant.com).  The next time you sit down to write for your company I strongly recommend that you remember you are communicating with people.  Stay away from "Marketing Speak", when crafting your message; try to connect with the person you are writing on a human to human level. Like Humans Do.

I think I first started thinking regularly about “viral marketing” when I learned about its impact in a “Staying Ahead of the Pack” presentation given by Mac McIntosh in 2006.  My life in marketing has taken me in different directions, though I have always had to appear to be in the “know” when it came to the most modern online marketing ideas.  So I finally started to pay more attention and decided to Blog this month on what I learned.  I figured that since everyone and their mother, including Costco Connection magazine ( I READ everything) is writing about it , so will I.

I think upfront it is fair to say that this topic is OVERWHELMING, that is why it has taken me a long time to get my arms around it.  So, I think one “take away” from this post is – do what you can and what you are comfortable doing-it’s impossible to read and do everything..

So for some, it is simple SEO (Search Engine Optimization) – DIY flavor or invest in a pro.  The costs to optimize your website professionally have dropped substantially over the last 4 years and prove “worth it”.

Learn to BLOG.  Blogs do generate traffic to your website and in turn, leads.  Find sites that will publish your Blogs and spend time once per month writing.  So, if writing is not your thing, you can hire a writer (by the hour) and help them develop an annual editorial calendar that includes topics relevant to your offer. Then ask them to do what they do best…write it!  You will be surprised to find writers that will also be knowledgeable of places to publish Blogs on the Web too.

So what about Social Networking sites? Facebook for business? Well I think the best use of this tactic is including it as part of your campaign.  By just starting a group or having a FB page you won't get much business. Especially if you are in the BtoB space.  However, I have seen excellent examples of using FB as part of a Campaign – driving interest to your FB page.  Once there you can have a survey, questions, etc...  In essence, it can replace a campaign-specific “landing page” and help build your database of suspects/prospects.  But before committing to including Social Networking in your next campaign, make sure you are going to use it actively…setting up a page and then leaving it is a waste of resources.  Make sure you refresh content and drive visitors to your page by including it as part of a larger campaign.

The same applies to the most active of the B2B social networks - LinkedIn. Particpating in groups and answering questions are what drives the connections. Make recommendations (unsolicited) for people you've worked with and ask for referrals from customers and partners.

Lastly, if you are not doing video…get with the program.  Demos and product/service information should all be done in simple video.  No more than 90 seconds for something informational/promotional and no more than 3-4 minutes for a demo.  Once you have the video it can be optimized and searchable – and of course you can upload it to various sites, like YouTube.

So those are some tips that support “viral marketing”, they may be simplistic ones, but they are manageable onesJ  You’re always guaranteed to get the practical advice from my Blog postsJ

Resources:

Go to these resources. They are chock full of statistics and reasons for WHY you should be doing viral marketing. 

A site…http://www.emarketer.com/ another site…http://womma.org/main

A book… When Search, Meet Usability another book…I’m on LinkedIn – Now What???.

A report on effectiveness of video…(http://blog.nielsen.com/nielsenwire/media_entertainment/media-is-on-demand-but-content-is-still-king/ )

-------------------------------------------------------------------------------------------------------------------------------------------------

The Nurture Institute has a Writer’s Guild and team of designers trained in the Nurture Methodology that can create dynamic video and Blog posts (I wrote this one myself).  Additionally, we recommend SEO vendors, as well as provide advice on using Social Networking sites to optimize your Marketing Campaigns.  Feel free to contact me via email me at jgarcia@nurtureinstitute.com or phone732-636-1001, x27.

Sound like a title for a good book? It is, but more about that later.

If you have heard me speak you know my formula for leveraging your nurturing efforts: Identify, Individualize, Interact and Influence. The simple algorithm for nurturing customer relationships.

Step one may be the easiest; Identify your top 20 most important customers/prospects. Easy enough so far? 

Of the four steps to successful nurturing I believe the second, Individualize, is the lynchpin to making drip-irrigation nurturing a meaningful and enduring experience.

Individualizing is self explanatory. It means observing and paying attention to the ones that really count. It defines the mind set and discipline used to build a comprehensive dossier on every A level customer and prospect. Well beyond a mere demographic locator, use CRM as a perpetual data gathering device of relevant issues involving each A in your garden. Use alerts to flag each individual and ensure that you are always current with your contact. Learn to pay intense attention. Learn to listen and develop the habit of capturing updates in your dossier.

Now about that book I mentioned. The real genius to cultivating permission based relationships is the skill of listening and authentic communication (Intteract and Influence)

Mark Goulstein, MD has just released a book (Just LISTEN) so important to all of us that seek to be of influence with others that I wanted to alert you to this nurturing power tool for your tip shelf. It is about gaining access to and ultimately becoming an authentic influence on others, along with specific ways of getting through to absolutely anyone. His vitae includes an MD, Psychologist, trainer to FBI and CIA in non violent hostage negotiations and non violent and non medical interrogation techniques.

Developing the sensitivity to really, Just LISTEN, will make you a better nurturer.

Good Nurturing

Jim

I’m in the process of moving Jim Cecil’s Favorite Reads over from Jim’s site to their new home on the Nurture Institute site and it got me started looking through my own bookshelves.

Interestingly – we shared only one book in common: Crossing the Chasm by Geoffrey Moore, which is actually great because now I have some new reads to add to my own list.

Jim’s picks will be posted soon, but in the meantime, here’s my short list of marketing and business books (and a few fun reads.)

Classics – Permanent Space on my Bookshelf

·         Tipping Point and Blink by Malcolm Gladwell. 

·         THE book for everyone in services marketing – Selling the Invisible by Harry Beckwith.

·         Metaphorically Speaking – Anne Miller.

·         The New Rules of Marketing & PR:  How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly – David M. Scott

·         Nurturing Customer Relationships – Jim Cecil & Eric Rabinowitz (Of Course J).

Currently Reading

·         I’m on LinkedIn – Now What. A GREAT read for understanding and maximizing LinkedIn.

·         StrengthsFinder 2.0: A New and Upgraded Edition of the Online Test from Gallup's Now, Discover Your Strengths, Tom Rath

·         Bart Simpson’s Guide to Life (It is summer after all!)

On The Horizon

I’m eyeing a few books now on Amazon for future reads. If you’ve read any or have any suggestions for others – let me know:

·         Social Media Marketing: An Hour a Day – Dave Evans

·         The Social Media Bible: Tactics, Tools, and Strategies for Business Success  - Lon Safko

Shameless Plug: If you don’t have a Kindle yet – it’s time to consider the purchase. I’ve had mine for 6 months and it’s become as indispensable as my lap top. In fairness – MOST of the books on it are fiction, but it has some features that make it a great tool for business reads including the option to review chapters of the book before you buy and tools for bookmarking, highlighting and annotating text. If you’re interested in buying a Kindle and have some questions – feel free to e-mail me – barbarap@nurtureinstitute.com  (And for disclosure – I do not own Amazon stock and Amazon is not a client.)

But I also use the summer to give some thought to my marketing initiatives between now and next summer. After all, marketing is strategic, long term thinking!  One tactic I plan on using next year that I’ve used in the past is coordinating some of my marketing steps with the holiday calendar. 

It’s actually a lazy, but clever marketing program.  Just review the calendar, look for holidays, and create an integrated marketing touch. 

For example, one of my all time favorites is Thanksgiving!  It’s an American/Canadian (I know it’s a different day, thanks Cousin Shirley) holiday and the message is so perfect. “I just want to use this day of Thanksgiving, to thank you for being a great client”.  I like the chances of getting your message remembered compared to the December holiday cards. Consider a charitable gift along with your Thanksgiving message; check out http://www.charitygiftcertificates.org/ for a cool way to give without the hassles. 

BTW, if you are thinking end-of-year, why not think the beginning of the next year, I like the metaphors better (renewal, start, horizon, promising, fresh start) and how many cards have you received on January 7^th?  But my all time favorite is Valentine’s Day.  Consider this message, “I’m not sure how often I tell you how much I appreciate your business, but it’s certainly not enough as I consider how much you mean to me.  Thank you for your confidence and trust, Happy Valentine’s Day”. 

Other holidays to consider include, Halloween, Mother’s Day, Arbor Day, and Independence Day.  So as you are sitting in traffic going to the beach or barbequing in the back yard, give serious thought to how you can use a holiday to deliver your message!  Happy Marketing!

BTW

My daughter Jodi, Jim Cecil, and Michelle Burns got together and wrote the perfect e-book to e-Mail to clients on Valentine’s Day, 101 Business Love Letters https://www.nurtureinstitute.com/comersus7f/store/comersus_viewItem.asp?idProduct=27 .  What a great way to show a client how much you appreciate them! Not to mention helping my daughter pay for graduate school.  Ask about our volume discounts.