Facebook, Schmasebook

by billalpert on November 15, 2013

It’s exhausting: that growing online business marketing to-do list. Yet another 40 page report arrived today; it explained the dozens of tactics and procedures needed to optimize my web presence using Facebook, Twitter and YouTube.

Well, it ain’t gonna’ happen, baby. Way too much work. Besides, I have a lot of trouble believing that much of the fluff posted under the banner of “social media marketing” ever hits anyone’s eyes, let alone influences their behavior.

In fact, I don’t see any of today’s top internet marketers wasting a lot of time tweaking a Facebook fan page. That’s because it’s an awfully long line between twittering and actually putting something into your bank account. Hence the huge tempation to use social media as a cheap billboard. We all know how well that works.

So it’s refreshing to see marketer Jack Born write:

“… advanced marketers don‘t begin with the invention (i.e. the final transaction). We begin with traffic and ask ourselves: “What would these people want to buy?”

Another way to say it: Remove the hoops, interpolations and projections in our marketing and it’s instantly more effective. Find the simplest ways to understand and forge an emotional connection with our customers. Avoid the layers of complexity needed to manage your marketing on someone else’s constantly morphing platform.

I’ll take one solid hour of this kind of nuts and bolts, strategic thinking over a hundred hours running silly promotions on a fan page.

{ Comments on this entry are closed }

“Who is my targeted customer?”

Across my 35 years in the world of business, I’ve seen many companies come and go. Sadly, I have to make this observation: We spend far too much time on marketing and tactical activities when the real work, the real purpose for our calling is creating something wonderful, something we really care about and something that is important to the people who are our “customer avatar.”

This is not to say that the topic of marketing is unimportant, but that much of the complexity around that topic will simply evaporate if we’ve done great work before we get to the tactics of e-mail, social media, blogging, etc. And that the process of defining our avatar should be embedded in our work from the very beginning. This instead of using it as a means of targeting customers.

So if you’re having to ask: “how do we define our customer” it’s probably already too late. You made that decision long ago, whether you were aware of it or not.

{ Comments on this entry are closed }

How To Hack Your Phone Service and Why You Should

by billalpert on June 11, 2013

The larger a company becomes, the more it can suffer from flawed thinking. Like thinking “we’re the only game in town.” In the post industrial era pomposity is the downfall of many a large consumer oriented company.

Ask my “old friends” over at the local cable TV company, who practically reveled in providing an outlier level of poor service. They’ve turned angering customers into art form. They seemed to love maddening me with broken promises, and annoying me with constant a constant string of billing increases, some of them huge. But now they’re begging to get my business back.

And there’s the old standby, the local phone company, who left me high and dry on many occasions. When technical problems left me without incoming service, customers simply heard my phone ring endlessly. “Sorry, we can’t get anyone there until tomorrow at 4:00 p.m.,” I was told. By the way, my two lines of service, were being billed at something like $70 a month.

Well, I hatched a plan for both: transform myself from one of their highest margin customers, to the lowest tier possible profit tier. And I did it, literally killing two birds with one stone. Now, I’m inviting you to join the party!

A Quick How-To: Sticking it to the Man

With a standard broadband internet connection in place, you can have high quality local and long distance calling for $5 or $10 a month tops.

What You Need to make this work: a rock solid broadband internet connection. I’ve been successful using my cable provider’s connection, and also the local FIOS service in Rancho Cucamonga.

Start by purchasing this Obi 202 device on Amazon. If you use the provided link, we’ll donate our small Amazon sellers’ commission to a worthy local charity.

Next, port your existing phone service (or create a new line of service) using this link. Purchase the Anveo “value” or “unlimited” phone number. If you use referral code: 7108526 our small referral fee will be donated to charity.

Finally, you simply plug your standard remote phone system into the Obi 202 and configure your phones to connect to your Anveo account. Test your phones and you’re good to go.

Finally, the part you’ll enjoy the most: call your current telephone provider and tell them you are canceling effective immediately!

Is this good quality phone service? Call me at 909–948–3550 and you can be the judge!

{ Comments on this entry are closed }

Fielding Practice or Front Office?

June 6, 2012

For you and me, an inner battle grows stronger every day. As as the internet revolution explodes, do you ignore it, or explore it? Do you spend your time developing core skills, or spend it trying to stay relevant? How will I keep from being smothered, when only the top one tenth of one percent […]

Read the full article →

Why the Economy Sucks, Except at Apple

May 31, 2012

I looked forward to some reading and a peaceful cup of coffee on the patio of my favorite coffee house. Instead I was treated to an almost one hour of blathering on about the merits of various local prospects for a chatty duo’s credit card processing service. It’s a conversation that plays out countlessly, every […]

Read the full article →