I’m trimming back my blog reading, and I thought I’d share my reasons, along with some benefits I discovered. I’ve been working on this for a while, and I’ve trimmed it down to a small fraction of what my reading list once was.
As I scroll through my blog subscriptions to hand pick the ones I find most valuable, there is a nagging thought I just can’t seem to shake. It forced me to question how much of the information in blogs is simply re-worded hyperbole and borrowed thoughts picked up at another blog, versus truly unique and useful insight.
This is not a blanket insult of bloggers at all, but rather an observation, and a compliment to the ones who are doing exceptional work. We are each influenced, to some degree, by the blogs we read. That can be a very good thing, but it can also have some downsides if we are not selective. I wrote about the influences around us in a recent article titled “Social Media Self-Analysis: How Are You Being Influenced?” I think it is worth some serious consideration of how this influence can affect the topics and tone of a blog.
I used to read a lot more blogs from within my industry, but in the online marketing field, it seems that many blogs will fall into one of the four categories as follows:
A.) Preaching to the Choir
B.) Blind Leading the Blind
C.) Beating a Dead Horse
D.) Boundless Awesomeness
I have been honored to know a good share of boundlessly awesome thinkers, but “A”, “B”, and “C” groups certainly account for a majority of blogs. “A”, “B”, and “C” also seem to be the ones copying and rewording the same topics as their peers.
I still read a lot, but a lot less than I once did, and I am being more selective than ever before. It has improved the quality of my work, too. I find myself addressing more topics that others are not. It has made me more creative, and even more than ever before, the inspiration comes from my own real-world useful experiences rather than something I just read about. Here is a recent example, and it was inspired by a conversation with a friend. See “Everybody” is Not Your Target Market!.
This is the same reason I did not read any of the other books about Twitter before I wrote one myself back in 2009. I wanted my book to be uniquely mine, and not hold any reflection of somebody else’s work. The same goes for blogging, books, or other creative works.
Same Blog, Different Author
Blogs can be a great source of ideas and inspiration, but if not chosen carefully, and when relied on in place of our own unique talents, the reverse is true.
Let’s face it, there is a whole lot of the same message regurgitated a squillion different ways. Some bloggers will have a more unique and interesting slant on the same topic, but overall, I find a lot of it to be the same old thing. It made me realize that of the many blogs I read, there is a much smaller number of truly unique thinkers. Those are the blogs I will continue to read.
There you have it, the story of why I don’t read as many blogs as I used to. I have found that I am still just as in touch with my industry without reading all of that repetitive static. It lifted a burden, and it allowed me to focus on the work I am actually paid to do … and it is not reading blogs.
I enjoy thought provoking blogs that can shift my perspective or inspire new ideas. When I find one with value, I immediately subscribe and keep coming back for more. That keeps me on track with good thinking and it helps me to avoid the proliferation of repackaged hyperbole.
Can you relate to this? Do you ever trim back your reading in order to focus on quality? Do you notice those four categories I mentioned? Do you ever wonder if your blog will make it on your readers’ shortened list?
Please share your thoughts, and don’t worry, we can still be friends if you unsubscribe.
I spoke with a friend recently who said that his target market is “everybody”. He didn’t just say it, but he actually meant it, and even defended it. What’s astonishing to me is that he actually fancies himself an Internet marketing professional.
Now, I’m not calling my friend an idiot. There are a lot of great rocket scientists, school teachers, surgeons, firemen, and others who do not understand marketing. We cannot all know everything, and the fine details of marketing are certainly not something everybody wants or needs to understand.
My friend is in the business of building websites, but this applies to any company, of any size, in any industry.
His belief was that since “anybody” may need a website, that he didn’t want to miss any of them by segmenting his market. In his mind, I guess he just didn’t want to leave anybody out. So, he is running Google ads directed at a massive audience.
I am a marketing professional, so you can probably imagine my head exploding at this point, right? I tried to suggest targeting specific segments which had historically been good customers to him. I tried to suggest taking a careful eye toward A/B testing to discover the audience with the highest response rate. I was shot down with every point I tried to make. I guess he was feeling generous with his ad budget, but he turned me down when I suggested he just drop it in the mail to me as a gift. I mean, he is wasting money either way … why not?
Maybe you never heard this before, or maybe you just shook your head in disbelief when you heard it, but I have an extremely valuable message for you. If you believe, like my friend, that your marketing should be directed to everybody, I hope you will accept this small piece of valuable advice.
Market Segmentation is Essential to Success in Marketing
There is a basic principle of marketing that is a cornerstone of success, and that is “Everybody” is Not a Target. Not now, not ever, and not for any company of any size, in any industry! Whether it is Pepsi Cola, McDonald’s, or any other product or service, market segmentation is a foundation-level component to success of any marketing campaign. Even if you are selling water or air, there is always a good, better, and best market segment for your offering.
Perhaps I should clarify that when I say “success in marketing”, I mean return on investment (ROI). Optimal return on investment is where we measure success in marketing. There is a reason people invest in marketing, and it is to earn a higher return. If you have a positive return on investment, but it could have been a higher return, you have still wasted money. You have forgone the best alternative, which is called “opportunity cost“, and that cost is very steep!
If you are trying to market to anybody or everybody, you are missing the portion of that “everybody” who will become your most valuable assets. You will waste huge amounts of marketing resources by trying to reach an unsegmented market. Those marketing resources are precious! They include two of the most important components of business: time and money. So why would anybody waste these?
Let’s just assume for a moment that there is actually something which includes a market potential of anybody or everybody. Doesn’t it make more sense to reach the ones who are more likely to become a customer? Doesn’t it make sense to reach the ones who have a better reason to buy, or who are more appropriate for your offering? What about targeting the market of people who are actively in the market for what you offer?
There are enough reasons to segment your market to fill textbooks, but here is just one to consider: If you target the right market segment, it is far more likely to find customers who will become brand loyal and tell all of their friends.
In the case of this individual, shouldn’t he target something, rather than everything? What about new companies, companies that just changed names, merged, or are under new management? What about the people who need a website more than grandma does? If you sell $599 “economy websites”, would it make sense to spend money to reach people who need a $250,000 website … or the other way around?
I tried to use common sense to explain the importance of targeting a segment. I explained that McDonald’s knows to focus on specific targets, and if there was ever a company who could sell something to everybody, they are in the running. They target kids. They target busy people on their lunch break. They target single moms who worked all day and just can’t tolerate another dirty dish. Is it possible that they grew so large with a worldwide recognition just by marketing to everybody? No, it may look like that on the surface, but it is absolutely not the case!
If you are marketing to an audience of “everybody”, your message will suffer. It will not resonate with the person seeking to buy. It will become boring. It will also cost many times more money and effort to achieve the same result.
Are you targeting the right people, or do you still want to sell office furniture to retired people? They may buy, but the results will not be as favorable.
If you have read my blog before, you have likely noticed that my message often addresses the huge importance of targeting a market rather than shooting into the wild. I am going to add a few related links below just to make the point clear. Each of them has a message of the importance of targeting and its huge impact on return on investment.
Please share your thoughts on this topic. It may help somebody else, or it may help you!
I believe there is an unrealistic fear that challenges many people in my line of work, and I am bold enough to address it even if others are not. I also seek your input, so please don’t be shy.
There are certain elements within the fields of SEO and social media marketing which cause many misunderstandings and hardships for reputable people with good means, and good intent. People have chosen many names for the people representing those bad elements, but one stands out more prominently than others. For now, I’ll call it “the D word”, and it is something that wise people must be cautious of being tagged with.
It seems that the bad elements in social media and SEO have caused some quality people to become unreasonably afraid to properly promote their goods or services. It affects many other industries, and it seems to have created an overall hypersensitivity which causes many people to only hint about how they actually keep their business running, rather than be upfront about it. This is often an unreasonable fear, but definitely worth some consideration. I’ll explain this with a story.
Not so long ago, I tried my best to be less self-conscious about what others might say, and become more promotional of my own services. Yes, more promotional, rather than less. It felt kind of awkward, because that is the opposite of what I often suggest to others. This is because over-promoting your own value is often looked down upon, regardless how worthwhile it is. Being less promotional and more promotable by focusing on others often leads them to do the promoting for you. The trick is in having a good balance. After all, even if you are astonishingly good at something, if you rely solely on others to do your promoting, you will often be let down.
Finding a Promotional Balance in Social Media
What I am describing can really go either way, and finding just the right balance between self-promotion and being promoted by others is a tricky matter. You see, there is this awkward little piece of our psychology that makes us far less likely to promote something that benefits somebody else more than it benefits us. This often holds true, even if we actually think something is worth promoting. It is a bit cynical, but it is a common reaction of people, and it is hard to change that.
An ideal marketing balance lies somewhere between remaining highly “promotable” by others while still effectively promoting things which actually sustain our business needs. To meet this challenge, it is often considered best to keep our efforts more useful to others than to ourselves, and I believe that’s an excellent goal. It makes us more creative and helps us to be more fun and entertaining. It can also have a really big downside.
In my case of seeking that balance, it is not about a lack of confidence. I know that what I do for others benefits them more than it benefits me. I work hard to be useful to others, and I have a solid record of helping companies to become very successful by implementing effective marketing strategies. I am extremely good at getting websites ranked in the top of search engine results, and I know how to make something very marketable … except my own services.
So why is it that I find it so challenging to create a balance? In simple terms, I don’t want to be one of “those people” who are unfairly chastised for trading money for the things in my brain. You know, because people often think things like experience and knowledge should be free. For more on that mentality, I seriously suggest reading “Strategic Marketing Failure: Are You Giving it Up Too Easy?”
Why the Social Media Promotional Balance Occurred to Me
My moment of introspection came differently to me. It was not because anybody called me “the D word”. It came after several friends told me that my own self-marketing didn’t have enough “bite”. Really, they told me I needed to be more upfront by saying “Hey, look at me! I accept money from companies to make them more successful in their marketing … and I have a hell of a track record of success!” They said I needed to be more clear that the things I write about are the things I get paid to do, and that i don’t cost companies money … I make them money.
That should be simple, and I can support that with facts.
My argument was that I didn’t want to be one of those “douchebags” (the “d word”) so many people were talking about. I didn’t want to be berated for that horribly ugly term, “self-promotion”.
I am very critical of the way some people promote themselves in my line of work, because I can see through the hype. I despise the dishonesty and sleaziness of many people’s marketing approach in my industry, and I refuse to do it. I have always been extremely opposed to taking the “if you can’t beat ’em, join ’em” approach, even to the point of under-hyping myself to less than half the level of my own credibility and experience. If I boasted with truth half as much as others in my field boast with lies, I could knock a bunch of them right off the totem pole … but risk being a “douchebag” by doing it.
I even felt really awkward the first time I placed ads on my blog, because “douchebags” do that. I was even more concerned when I added that awesome popup reminder to subscribe to my blog … but now I’m really glad I did it. I described the considerably tiny amount of friction I got from it in my earlier article titled “Social Media Goals and Complications of Winning“, but it has been an overall success.
The Cynics Are Not Buying your Lunch!
I have said it before, but it is worth reiterating … The cynics are not buying your lunch!
It is easy to forget that many people are cynical and insulting without good reasons. I realize some people will not immediately recognize that I actually teach people good and sensible no-hype ideas about their marketing. Most people who look a little closer change their mind once they get to know me, and my work. Unfortunately, that initial concern of a “douchebag” moniker held me back, and still does to some degree. The good news is that I’m getting over the concern and finding it easier to say “Hey, look at me! I accept money from companies to make them more successful in their marketing … and I have a hell of a track record of success!” I am also finding it a lot easier to say “I would like to talk with you about improving your marketing.”
I’ll tell you why it got easier … because it is all true, and it is how I earn a living. Just because some few outspoken people do not like it does not change the fact that I am still providing more value for free than many people do for pay.
I was reminded of all this today as I went through a list of new people following me on Twitter. I found myself making fast judgments about them. It all got me to wondering how I might look, on the surface, and before people get to know me. It made me wonder how many people suffer on one side or the other of this balancing act. It appeared to me that more of them were afflicted on the opposite side of the self-promotion equation.
I think it is an important thing to be aware of in either instance, and I hope I have encouraged you to step back and try to imagine how others see you. Maybe you are a little too “douchebag”, and maybe you are not quite enough “douchebag”. If you are like me and not making it clear enough about the action you want people to take, you may need some more “bite”, too. It is worth some consideration.
This sort of insecurity has begun to fade for me, and it is because I took another look at just how successful I have helped others to become in their businesses. Yes, in the end, I came to understand that I really am damn good at what I do. If you hate me for it, maybe you just hate me for being a “douchebag”. As long as it is totally unfounded, I’m OK with that.
I’d like to know what you think. Have you encountered this, too?
Have you ever noticed that there are a lot of people trying hard to have a big social media audience? I’m sure you’ve seen things like television shows promoting their Twitter and Facebook. You’ve probably seen companies running contests and offering free goods if you will just follow them. You’ve undoubtedly seen the links all over the Internet screaming “Follow Me”. On the more absurd side, you’ve likely had complete strangers with nothing in common, and no real interest in you, follow you or send you a friend request, just to add to their perceived worth.
Seeking an audience is not all bad, but it is one of the more misunderstood components to social media marketing. It has been widely promoted that if you can gather a big audience, it will provide some unrealistic value to your business.
Once the audience is assembled, many people talk about “engagement”, but then don’t even know what that really means. They will say how important it is to “engage” your audience, so a lot of companies take that as just trying to make friends and be chatty with everybody they can.
Friends are fine, but that is not marketing. That is networking, and social networking can do amazing things for your marketing, and building social media equity is important. However, by using tactics without a strategy, social networking alone will lead most companies to huge disappointments.
Who Are Those People in Your Network?
It baffles me how many people and companies are so desperate to have “Followers” and “Friends” that they will completely give up on understanding who they are, why they came, and what they want. A lot of them are so desperate that they engage in the absurdity of implied reciprocity. You may know it as the “I’ll follow you if you’ll follow me” tactic, and I hope you don’t waste your time with that.
Without knowing who they are, why they came, and what they want, and by just having a bunch of random communications with random people, the value is greatly diminished. After all, just try to “engage” me about knitting needles … it will not help you sell more knitting needles … not even one. Even if I like you, I’m also pretty unlikely to tell all of my friends about how awesome your knitting needles are. It’s just not my thing.
Let’s be clear on this! If you are just trying to reach people, it will not provide the same benefit as reaching the right people. This is the biggest single missing link I find with most social media campaigns, and it is because of an utter lack of strategy. Struggling along this way will cost a lot more time, effort, money, and the worst of all … the huge cost of missed opportunities. So, why don’t people get this?
Without knowing about the audience, it is futile to create the right message they care about and will respond to favorably. It causes many brands to become very boring, and even annoying. A brand without a meaningful brand voice that resonates among their audience is really missing the point.
I realize that things like “knowing the audience” seems mythical to a lot of people. It must seem almost impossible to know who they are as a group, and then to figure out what they want, or what moves them. This is something that you will hear people talk about in theory, but putting it into practice is a much more refined skill.
On a side note to emphasize knowing who they are, and what they want, just look at the recent insults Chris Brogan received when he mass-unfollowed tens of thousands of people on Twitter. You can bet the ones who were upset didn’t care what he had to say as much as they just wanted him to follow them … as if that was really going to grant them three wishes.
Aside from the job of defining the right market for your offering, successful social media marketing requires being creative enough to determine what they want, and also deliver it. Marketing creativity is not a native asset for most people. Optimal creativity comes when a person is utterly immersed in the creative world as their career. Like any career, people who do something day in and day out get better at it. You can have a degree in dentistry, but if you work full-time as an accountant, you are probably not the best dentist.
Warning! The following includes a high concentration of truth, which some people may find unsettling or offensive. Please be warned that this is not suitable for all audiences!
Successful Social Media Marketing Requires More
I am not out to discourage or offend anybody who is trying earnestly to learn effective social media marketing. Quite the opposite, I make many sincere efforts to help them. At the same time, I am convinced that there is a huge lack of critical thinking when it comes to online marketing. When I say critical thinking, I mean being willing to question what you’re told, enough to discern the truth from the lies.
There are enough people promoting that “you can be an expert, too” and “easy money” mentality that even things which have no basis in reality or common sense are accepted as truth. When people desperately want to believe something, they make it more believable in their own minds. The one thing I find many people struggle to believe is the truth. That is because the truth is far more complex than what you find in an ebook, a blog article, or a conference.
I am going to share a bit of harsh truth. Some people will respect the honesty, and some will hate it. That never stopped me before, because I write to my audience … the people who care about my industry, people who care about the things I do to help my industry, and people with a propensity to become my clients. That is the voice of my brand, and that is my audience. All of the others certainly matter, but they are not a part of my strategy, and do not affect my business results.
So here we go … this is a small snippet (edited to include relevant links) from a recent 11 page, $200,000, four month marketing proposal that I submitted. No, it was definitely not presented as a $599 pathway to success. We told the truth, and it is up to them to accept it or not. Tear it apart if you like, but the truth is what the truth is, and you cannot change that.
Most people get social media completely wrong. After all, they are often listening to others who are only slightly less confused than they are. They come to think that it means just socializing with a bunch of friends, and that with enough friends, their business will become a smash hit. It doesn’t work like that!
Social media is not identified as easily as Facebook for sharing college party photos, Twitter for telling people what you are having for lunch, LinkedIn for finding a job, and YouTube for showing off funny videos. It is also not so basic as having a large audience, which is a common fallacy.
A lot of people will try to point to facts and figures about social media, but something very few of them will tell you about are the downsides. They overlook how very quickly The Pareto Principle comes into play when you send in a novice to do your bidding. The Pareto Principle is the rule that tells us 80 percent of success comes from 20 percent of the people, and 80 percent of the people will fail miserably, while the other 20 will take 80 percent of the rewards.
When applied to online marketing, there is a very long tail. The percentage of success is much smaller than 20, while the percentage of failure is much larger than 80. In fact, only a very minuscule percentage of social media marketing efforts will become truly successful, but we can explain why.
Most companies fail to realize the critical importance of audience modeling and knowing who they actually need to reach. Most will not make proper use of the invaluable discovery tools to help them reach their ideal audience. Most will not understand the psychographic research enough to know what their audience will respond to favorably. Most will lack the creativity to inspire action. Most do not have the time or patience to invest in knowledge, nor the confidence to invest the money needed to gain that knowledge.
The responsibilities of social media marketing professionals are a lot more than making friends and socializing. It is far more detailed than a person can learn in a month or two, and it is usually not intuitive. Many of the people who do this job the best have been doing it for many years, and put thousands of hours into learning. They are also the ones who are happy to help others learn what really works, and stop believing the myths. That is because when the industry is less confused, eventually each of our clients become less confused.
I know it is a very challenging and sensitive topic for a lot of people. I try to help others to improve their knowledge. I’ve got to say that it also really brings back my earlier question that has been asked around the world many times. That question is “Why Do You Want to Become an SEO and Social Media Expert?”
For those who are just certain they want to be in the business of social media marketing, be sure to subscribe and keep reading. There are very few secrets of effective online marketing. Volumes of good information are available right here on the Internet, and there is a good amount right here in my blog archive. If you take the time to study reliable information, work smart, and exercise due diligence, your marketing will improve regularly.
On the other hand, for those who are certain they need help, call me anytime.
Of course, I can only help a limited few at a time, so whomever you choose to help with your marketing efforts, be sure they understand the importance of what I have expressed here.
