Internet: Over Promise and Under Deliver

It’s easy to get caught up in exciting new world of online marketing. You can now find endless articles, blogs, webinars and companies offering services related to search engine optimization, content marketing, social media and e-mail campaigns. It’s all so fast, sexy, and yes, cheap.

What’s not so easy to find? Hard facts and case studies that demonstrate if any of this creates profit on a sustainable basis. Yes, the occasional viral video hits the jackpot, and once and a while a local business scores big on Twitter. But day in and day out? Don’t bank on it.

Online marketing, is just that: marketing. Unless you’re amazon.com, that’s not the same as sales.

Especially for the B2B world, selling is a personal contact sport. Only to the extent that online tools enhance relationships and awareness, are they a step in the direction of a sale. Same for direct mail, brochures and printed collateral which are increasingly rare and similarly effective these days.

You’re gettng word of mouth, referrals and testimonials? Great. Increased credibility and visibility though internet channels? Super Duper! Top of mind presence though e-mail and direct marketing? Very cool.

Still, and especially in tough times, your business must address the question of selling. Not blog posts. Not impersonal e-mails. Not customer service. Selling. It’s a separate in-the-moment skill that has to be carefully woven into the texture of your company.

Taking a lot of time to develop, update and enhance your selling skills, product knowledge, and customer knowledge (and that of your team) isn’t fast, sexy or cheap. Which is precisely why so few companies get it right.

Are Business Cards Now Obsolete?

Opinions fully cover the spectrum: business cards are everything from indispensable to obsolete. This Inc. magazine article highlights a range of beliefs.

One quote stands in my mind:

“Coming home with 30 or 40 cards is not nearly as effective as having half a dozen [that were from] really good quality conversations where having the business card and the ability to reconnect was important to you,” Ross Parker says. “I think people miss that.”

Do you think business cards are obsolete in the internet era? Let’s hear your take!

Dale Carnegie Invented Social Media

Don’t think Social Media is important to your business? Think again:

Social Media is NOT a billboard.

Social media makes for a very poor internet billboard. This article indicates 3 best case scenarios on making it a positive force in your business efforts.

Are you a “Linchpin?”

What do you bring to your work? Your heart and mind? Or just your body?

In his new book Linchpin, revolutionary business thinker Seth Godin helps us find the art in our work, regardless of job description. Here’s a 60 second interview about what we can bring to each day of our working lives:

Linchpin Meetup

From Seth: This is first ever unofficial Seth Godin Linchpin worldwide Meetup. It’s a completely non commercial chance to find and connect with other members of Seth’s tribe, an opportuity to talk, challenge, and inspire your fellow travelers.

The first ever Rancho Cucamonga Linchpin meetup will be held on June 14, in the Copies&Ink meeting room. As of this post, we’re up to 7 attendees, but wherever you live, there’s a meetup near you. If you’d like to participate here’s some information.