How to Move Beyond the Cluetrain Manifesto to Get Results from Social Media
When “The Cluetrain Manifesto” appeared in the spring of 1999, early adopters embraced it as the marketing guide for the new millennium. Web 2.0 started to change the way people interact online. Social networks began to appear and be embraced by people seeking connections with others without boundaries.
The first thesis in the manifesto, “markets are conversations” morphed into the mantra “it’s all about the conversation.” Advocates of the new social media marketing world cried for the elimination of direct marketing, calling it obsolete and archaic.
They got it half-right. Conversations are invaluable to building relationships between your company and customers. Social media provides unprecedented access to people with needs and wants that your organization can fulfill.
The new gurus missed one key point when they redefined marketing. Tools change, but [Read more →]
Dear Tuesday Morning, Why Don’t You Love Me Anymore?
You used to value our relationship. When I lived in Atlanta, you sent me flyers before every sale. I loved flipping through the pages to see the treasures you had found for me. Are you mad because I moved? If so, would you please explain why?
I tried to let you know by submitting a change of address at one of your stores. When I didn’t receive your flyers, I filled out a form in the Asheville store. Months went by, but no flyers. I asked one of your sales associates to check on it, but she didn’t have access to the information. She suggested that I add my address to the form again.
I did because I want your flyers. I didn’t like it because [Read more →]
Just 1 Thing: Using Navigation to Keep Visitors on Track for Conversion
If you had a retail store, would you send people away when they asked for more information about your products? Imagine how it would be: Someone enters the store and asks about the artisans that make your items. You tell her to go 30 miles northeast and she can meet the artist. She leaves, and then returns later that day with a question about the materials. You give her directions to the supplier.
Even though this doesn’t make much sense, it happens every day when online shopping. Including links that provide additional details is a best practice that increases the trust factor. But, when external links open in the same window, it sends your visitors away. If they are motivated to buy, they will return. If they can find you again. Are you willing to take that chance? [Read more →]
