by Daria Steigman on January 8, 2010
As some of you may know, I joined MarketingProfs last fall. There are two great values about the company/online resource: (1) community and (2) professional development. As a pro member, I have access to a vast store of case studies, reports, how-to articles, and live (and playback on-demand) Webinars. Which brings me to the point of this post.
One of my goals for this year is to participate in more Webinars–and then to pass on what I learn to you, my readers. Yesterday’s Webinar featured a conversation with Seth Godin and Guy Kawasaki about doing business in 2010. Here are a few takeaways:
- Everything Is Not Free–Godin pointed out that lots of things (including personal connections) aren’t free. What is free: ideas, because the middlemen are dying out.
- Marketing–Kawasaki pointed out that the days of marketing to that one influential voice (think New York Times reviewer) are over. Instead, he stressed the importance of seeding your products as far and wide as possible to “build a critical mass of nobodies.” Godin added that companies must “initiate or die.”
- Portable Tribes–Godin noted that people are increasingly living their lives in public, and that true communities “will follow us in our digital world.” Kawasaki countered that he really wasn’t that interested or influenced by what his friends were buying or liked. (I tend to agree with Kawasaki, but one participant raised a good point, as a marketer, about the value of that awareness.)
- Customer Service–Godin called customer service “a form of marketing far more powerful than advertising.” He added that, if you can delight someone, they’ll tell others. Referring to Comcast and Best Buy’s Twitter strategies, Kawasaki suggested that “customer service is a weapon, and the social aspect of customer service is the leading edge of the weapon.”
- Passion–Godin pointed out that people are now both workers and owners (i.e., we can create and build), and he suggested that this would be the dividing line between what was and what will be. Kawasaki added that “the time to start innovating is before the recession ends.”
As a labor relations specialist before I was a business owner and communications strategist, I’m fascinated by this concept that we are both workers and owners. Chris Anderson used a similar analogy in remarks a few months ago, and I’m still trying to figure out how I can apply this concept better in my business.
Godin and Kawasaki offered some really good food for thought. Anything here inspire you?
Photo by billjacobus1 (Flickr).
Tagged as:
Best Buy,
Chris Anderson,
Comcast,
Customer Service,
marketing,
MarketingProfs,
Seth Godin,
Twitter
by Daria Steigman on October 1, 2009
Not surprisingly for a business conference, the state of small business was the topic of much discussion at GrowSmartBiz. The anchor: the Small Business Success Index, a survey of the competitiveness of small businesses (defined as privately-owned, with 100 or fewer employees, and/or contributing at least 50 percent of the owner’s household income).
The report is a useful snapshot of why some companies soar while others flounder. The survey measured success across six areas: access to capital, marketing & innovation, workforce, customer service, computer technology, and compliance.
Here are a few of my takeaways:
- Only 24 percent of small businesses are “highly competitive” (with 28 percent marginally so). Those that are most successful tend to have multiple owners, are more likely to be women-owned, and are more likely to be mature businesses.
- Small business owners are generally satisfied with their career choices (i.e., we’re a pretty happy group).
- Small business owners are typically optimistic about their long-term prospects (65 percent), although the short-term outlook appears more mixed (with 38 percent thinking the economy will improve in the next 12 months and 28 percent thinking it will decline).
- Plugged in businesses are more competitive, which makes sense when you realize that only 53 percent of small businesses have a Web site. More use e-mail, but this suggests they’re relying on Hotmail, Yahoo, and other provider accounts instead of securing a domain of their own.
- Companies who report a social media presence: 17 percent (up from 12 percent six months earlier).
The entire report is short (6 pages), but the insights seem to reinforce the fact that innovation and business savvy are key. What’s your takeaway?
Photo by mkreyness (Flickr).
Tagged as:
Customer Service,
GrowSmartBiz,
Innovation,
Small Business Success Index,
Social Media
by Daria Steigman on September 30, 2009
It’s not often that I spend a full day listening to other people talk–and sit through it all (or at least most of it). But the GrowSmartBiz conference yesterday held my attention.
There was a lot of terrific content, and I’ll post more fully over time. But I thought I’d pass along 3 tips from SmallBizTechnology’s Ramon Ray on how to turn prospects into customers | clients:
- Be flexible about what you are offering (and don’t nickel & dime people).
- Follow up. You should “date your leads and marry your customers,” said Ray.
- Be a true resource (including educating customers & providing value).
What would you add?
Tagged as:
Customer Service,
Customers,
GrowSmartBiz,
Ramon Ray,
SmallBizTechnology
by Daria Steigman on July 27, 2009
This post is for anyone who has spent time trying to troubleshoot a router or modem connection. It’s about the only situation where I covet those with tech support on speed dial.
Turns out I bought that without even knowing it, thanks to a great recommendation from someone at my local Best Buy store where I went looking for a replacement for an aging wireless router.
So a quick customer service shout out to NETGEAR. In a crowded field, this company stands out by providing free support to new customers. I hooked up my new wireless router, followed the software set-up steps, and then hit the predictable roadblock. One five minute call with a helpful tech guy, and I was back in business.
NETGEAR understood that I wanted a solution, not just a piece of hardware. And they provided it, earning an evangelist in the process.
How is your business earning loyalty?
Tagged as:
Best Buy,
Customer Service,
NETGEAR
by Daria Steigman on March 3, 2009
What can big companies learn from entrepreneurs? And what can entrepreneurs learn from big business?
“Small businesses have important, competitive advantages. When founders are leading the company, they do so with an authentic passion to deliver on a vision. They know their business and customers better than anyone else, and this knowledge can be hugely leveraged with the right operational practices.”
The author, Dick Harrington, isn’t an entrepreneur. Rather, he’s the former CEO of Thomson Reuters, a company that calls itself the “leading source of intelligent information for businesses and professionals.” In a fascinating interview with Anthony Tjan, Harrington also discusses misconceptions about both big and small businesses, the importance of customer-driven strategies, and the challenges of scale.
Tagged as:
Business,
Customer Service,
Dick Harrington,
Entrepreneurship,
Thomson Reuters
As some of you may know, I joined MarketingProfs last fall. There are two great values about the company/online resource: (1) community and (2) professional development. As a pro member, I have access to a vast store of case studies, reports, how-to articles, and live (and playback on-demand) Webinars. Which brings me to the point of this post.