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Facebook Can Kill Your Marketing Investment

shark-attackjpgWe cannot recommend “Social media” as a primary internet marketing tool.

Why? Because the social media company controls your site (page/pages) and can make arbitrary changes without recourse by you!

Relatively recent events (within past 18 months) at Facebook provide a good example of why you cannot depend on a “social media” company for your internet marketing.

According to Jennifer Slegg on Search Engine Watch [Dec 2013], “Facebook now admits that businesses will need to pay in order to get their companies posts and information in user newsfeeds.

Companies using Facebook pages have found it increasingly difficult to reach their audience through unpaid, organic promotion. Even those with thousands of fans see only a tiny fraction of their posts actually being viewed in newsfeeds. Many have suspected for some time that Facebook is pushing businesses to use Sponsored Posts, just to get them seen by people who already Like the brand.

She is correct: According to AdAge [Dec 2013], Facebook said, “We expect organic distribution of an individual page’s posts to gradually decline over time…” And a Facebook spokesperson said, “the best way to get your stuff seen if you’re a business is to pay for it.

We don’t object to the concept of paying for advertising, even when it was previously provided for free. But many of the FB customers had already paid to obtain those viewers – “friends”. This change made it necessary to pay again (and again and again) to get those same previously paid for viewers back to see updated/new content!

According to a June 2015 International News Media Association (INMA) blog post By Nikolay Malyarov; “Facebook is no one’s “friend.” It will never stop manipulating newsfeeds, users, publishers, and advertisers to serve one understandable, fundamental need – to bolster its bottom line.

In other words, Facebook controls who and how many see your content. It’s their site; their server; and (rightly or wrongly) it’s their right. BUT, if companies like Facebook can destroy your business marketing strategy by changing their terms, then you should rely on things you can control. Which means that you should have an opt-in email list – YOUR list, controlled by YOU.

So, go ahead, use social media, but be smart about it, and make it a way to build your own opt-in marketing list.

Customer Needs

Customer needs should drive your business model.
 

Henry J. Kaiser, the great industrialist was the first to say “Find a need and fill it.”
 

IMPORTANT NOTE: Finding and filling needs is a business model, not a marketing model.
 

The marketing equivalent might be find a problem and solve it. Or, better yet, DEFINE a problem and tell the world that you have the solution.

 

In other words:
<> identify what you think is a meaningful problem
<> determine the nature and extent of the problem you have identified
<> develop what you think is an appropriate solution
<> define the potential market for your solution
<> describe your solution in terms of benefits for your potential customer
 

Now, that‘s true “mousetrap marketing”! The mousetrap is “better” because it traps “real” mice, not hypothetical ones.
 

 

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Work S.M.A.R.T.

You must determine your goals to achieve your vision. Your goals must be S.M.A.R.T. (Specific, Measurable, Achievable, Relevant and Timebound)

    • In order to attain your goals there will be one or more objectives (quantifiable, with deadlines) that must be met.
    • To meet each objective, there are action steps that need to be accomplished by you or others within a specified time-frame.

 

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Value Proposition

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You must have, or develop if you don’t already have, a “Business Value Proposition”. Without an effective Business Value Proposition, you will not stand-out from the herd of similar offerings.

Your value proposition is a short and to-the-point statement setting your business apart from all competitors. A value proposition has to be what you DO and ARE. It can’t be just what you SAY or WANT.

Cute saying of the day:

A complex system that works is invariably found to have evolved from a simple system that works.

 

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Who Are We & What Do We Do?

00_avidre-blak_320We consult, but we are not “consultants“. We teach , but we are not “teachers” (well… actually, we are teachers – but don’t let that get in your way). We create internet marketing tools, but we are not “toolmakers“. We also develop websites, but we are not “developers“, per se.

We have sold technical products and software services, we have helped manage high value technical development projects, we have taught, we have managed intellectual property, and we have developed websites – this simple site is an example.

We are accomplished business professionals, and are delighted to share our many years of business experience to help you determine, articulate and implement improvements for your business. We are able to recommend (and provide, if wanted) tools and techniques, including WordPress, to help with the business improvement needs that you or we identify.

That’s who we are. But, that’s not what we do – In a nutshell, what we do is increase your potential to better meet your business goals such as, more income, better returns on investment (money/time); via smarter use of online tools. By, “online tools“, we mean using your website, and email for marketing.

NOTE: As of this writing (mid-2015) we do not recommend using “social media” for customer outreach. Why not? Read our post, “Facebook Can Kill Your Marketing Investment”

avidre, inc. was incorporated in 2000, but actually started doing business management consulting in the software industry in 1998.

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