If you are building a social media audience for the sake of “reach” then you may be doing just that. You have probably seen formulas like this: #followers X #messages = reach which are typically followed by a discussion the importance of “maximizing your reach”, with...
[ This post originally appeared in my newsletter. I don't usually repost, but I've had a lot of interest in this topic recently, so I thought I would share it here as well] We marketing types are good at giving advice about using social media tools to “have...
When it comes to marketing professional services we hear a lot advice about “building relationships” and “building community”. We also hear this advice in the context of blending our online and offline communities to improve our business development efforts. This is...
Do you have a Google Profile page? If you are a provider of professional services, chances are, people will Google you by name when they are referred to you, hear you speak, or see an article about you in the paper. If you don't have a Google profile page yet, you...
Do you struggle when it comes to creating content? I’m sure you’ve heard people say that marketing professional services today is very much like being a publisher – that it’s all about creating and sharing meaningful content. Creating that content often proves to be a...
[Note – if this is you first time here (welcome!), please don’t think I’m anti-social media – browse around and you’ll see I’ve been a long time proponent of social media.] Continuing on the theme of listening to the conversations going around me, today I want to talk...
Regular readers will notice I have been posting at a lower frequency lately. Contrary to the title of this post, it’s not that I’ve been too busy to post. I’ve been posting less frequently because I have been to trying to follow my own advice about talking less...
What would you think if I told you I didn’t have time to talk to my customers? Or if I told you that listening to my customers isn’t a high priority for me? You’d look at me like I was crazy, wouldn’t you? But I hear that quite a bit from small business owners who...
Software developers struggle to keep "feature creep" under control. Feature creep often stems from trying to anticipate the needs of some abstract "user" as in "the user would find this button useful". Feature creep brings all sorts of problems to a project, not the...