Comments on: Best Recession Marketing Investment? Relationships http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/ Grow your business with TopRank Online Marketing tips, articles, & expert information on social media, content marketing & search engine marketing. Tue, 14 Feb 2012 05:17:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Victoria Blount http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-530146 Victoria Blount Wed, 11 Mar 2009 08:10:33 +0000 http://www.toprankblog.com/?p=4412#comment-530146 Social networking and relationships are the key, and very crucial in business. Forging good relationships and maintaining them, by providing a service will in turn reflect upon your own success. Social networking and relationships are the key, and very crucial in business. Forging good relationships and maintaining them, by providing a service will in turn reflect upon your own success.

]]> By: Stefan http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529733 Stefan Mon, 23 Feb 2009 17:26:54 +0000 http://www.toprankblog.com/?p=4412#comment-529733 Well said Lee. Thanks for pulling this together so concisely. Especially redefining PR as people should understand it today. It seems that so many companies are "reacting" this way now rather than thinking and planning this approach strategically. I do believe that those who are even testing these new networks of relationships will thrive in a post recession world even in the internal workings of their company. Thanks again for the insight and helping grow redpepperland.com Well said Lee. Thanks for pulling this together so concisely. Especially redefining PR as people should understand it today. It seems that so many companies are “reacting” this way now rather than thinking and planning this approach strategically. I do believe that those who are even testing these new networks of relationships will thrive in a post recession world even in the internal workings of their company.

Thanks again for the insight and helping grow redpepperland.com

]]> By: Kara Fenton http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529732 Kara Fenton Mon, 23 Feb 2009 17:04:46 +0000 http://www.toprankblog.com/?p=4412#comment-529732 Social Media Networking is such an innovative revolution at such a time in our economy. The relationships that these companies are building through such means are what is going to help keep them from sinking during this downfall and it's something companies who aren't involved in should immediately begin looking in to as a safety device to stay afloat. Social Media Networking is such an innovative revolution at such a time in our economy. The relationships that these companies are building through such means are what is going to help keep them from sinking during this downfall and it’s something companies who aren’t involved in should immediately begin looking in to as a safety device to stay afloat.

]]> By: Lee Sellers http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529566 Lee Sellers Thu, 19 Feb 2009 00:24:26 +0000 http://www.toprankblog.com/?p=4412#comment-529566 The beauty of social networking is that can build relationships by executing on one of the foundations of creative business leaders. Sales are a transfer of enthusiasm. Think about it, loyalty is function of enthusiasm gained though interaction with businesses and customers of those businesses. Am I excited enough to tell other people? Will that excitement linger until my next purchase decision? You are spot on. Those who understood are positioned well. The beauty of social networking is that can build relationships by executing on one of the foundations of creative business leaders.

Sales are a transfer of enthusiasm.

Think about it, loyalty is function of enthusiasm gained though interaction with businesses and customers of those businesses. Am I excited enough to tell other people? Will that excitement linger until my next purchase decision?

You are spot on. Those who understood are positioned well.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529544 Lee Odden Wed, 18 Feb 2009 17:17:15 +0000 http://www.toprankblog.com/?p=4412#comment-529544 That's a very good question Andy. The answer should be straight forward to get: search twitter for conversations on those topics. If it yields no results, then maybe the ag market isn't quite ready for Twitter communications. That might also mean it's early days and you can get a first mover advantage. You might also find there are some early adopters to microblogging in the ag industry, which means it's time to listen and engage. That’s a very good question Andy. The answer should be straight forward to get: search twitter for conversations on those topics. If it yields no results, then maybe the ag market isn’t quite ready for Twitter communications. That might also mean it’s early days and you can get a first mover advantage. You might also find there are some early adopters to microblogging in the ag industry, which means it’s time to listen and engage.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529541 Lee Odden Wed, 18 Feb 2009 17:08:35 +0000 http://www.toprankblog.com/?p=4412#comment-529541 Hi Jamie, yes it is very important for the client to take responsibility for building those relationships. Otherwise, it won't last and it won't be real. Most of all, the relationships won't be as productive. Hi Jamie, yes it is very important for the client to take responsibility for building those relationships. Otherwise, it won’t last and it won’t be real. Most of all, the relationships won’t be as productive.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529538 Lee Odden Wed, 18 Feb 2009 16:50:34 +0000 http://www.toprankblog.com/?p=4412#comment-529538 I think "in the right way" is a consideration that speaks volumes. Too many efforts are oblivious to the norms of the social communities and members that PR/marketing is trying to reach. I think “in the right way” is a consideration that speaks volumes. Too many efforts are oblivious to the norms of the social communities and members that PR/marketing is trying to reach.

]]> By: Ted Weismann http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529506 Ted Weismann Wed, 18 Feb 2009 03:48:12 +0000 http://www.toprankblog.com/?p=4412#comment-529506 Great post, Lee. This argument can't be stated enough. When I talk with clients about social media, I cut straight to the chase about how members of their buying communities (B2B buying communities in particular) are empowered like never before to influence each other on what products to use. At the same time, I tell the clients, they are just as empowered to reach them (in the right way). Great post, Lee. This argument can’t be stated enough. When I talk with clients about social media, I cut straight to the chase about how members of their buying communities (B2B buying communities in particular) are empowered like never before to influence each other on what products to use. At the same time, I tell the clients, they are just as empowered to reach them (in the right way).

]]> By: Warren Ackerman http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529488 Warren Ackerman Tue, 17 Feb 2009 22:07:56 +0000 http://www.toprankblog.com/?p=4412#comment-529488 Great to see how a post can evolve to cover related topics, each of these points I've discussed recently with colleagues: - 'give to get' engagement philosophy - depth of over quantity of customer relationships - first-mover advantage for brands engaging in social media Another sound recession marketing strategy that social media facilitates are initiatives that can work both the retention and acquisition sides of the coin. Solutions that can better engage and retain current consumers while at the same time reaching new ones via WOM and social media are not just smart but more efficient. Great to see how a post can evolve to cover related topics, each of these points I’ve discussed recently with colleagues:

- ‘give to get’ engagement philosophy
- depth of over quantity of customer relationships
- first-mover advantage for brands engaging in social media

Another sound recession marketing strategy that social media facilitates are initiatives that can work both the retention and acquisition sides of the coin. Solutions that can better engage and retain current consumers while at the same time reaching new ones via WOM and social media are not just smart but more efficient.

]]> By: Andy http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529487 Andy Tue, 17 Feb 2009 21:24:28 +0000 http://www.toprankblog.com/?p=4412#comment-529487 It has become clear in my few months of exploration of social media that it is very effective. I kick myself every day that I didn't investigate it earlier. Perhaps 25 years at a very large (and now bankrupt) newspaper and television company dulled my perspective on alternative media more than I realized. What I don't know for my chosen new industry (agriculture) is how to assess how popular social media will be in the future. Will it eventually break through age and demographic barriers to get to rural users in the 50+ bracket which, unfortunately, seems to be the age of most farmers? In the same vein, will it ever be truly effective for people that aren't office or workstation based? Can we really get farmers, truck drivers, and air-conditioning service men to "tweet"? It has become clear in my few months of exploration of social media that it is very effective. I kick myself every day that I didn’t investigate it earlier. Perhaps 25 years at a very large (and now bankrupt) newspaper and television company dulled my perspective on alternative media more than I realized.

What I don’t know for my chosen new industry (agriculture) is how to assess how popular social media will be in the future. Will it eventually break through age and demographic barriers to get to rural users in the 50+ bracket which, unfortunately, seems to be the age of most farmers? In the same vein, will it ever be truly effective for people that aren’t office or workstation based? Can we really get farmers, truck drivers, and air-conditioning service men to “tweet”?

]]> By: brandon http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529485 brandon Tue, 17 Feb 2009 19:54:34 +0000 http://www.toprankblog.com/?p=4412#comment-529485 You can't beat relationships. They keep you afloat in the good times and bad. It's always great to know people because that connection could be your next job, project, partner etc. You can’t beat relationships. They keep you afloat in the good times and bad. It’s always great to know people because that connection could be your next job, project, partner etc.

]]> By: Jaimie http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529481 Jaimie Tue, 17 Feb 2009 13:33:55 +0000 http://www.toprankblog.com/?p=4412#comment-529481 The particular client is in the hospitality industry and we've created "personalities" for this social media campaign. Like snowmobiling, for example, we're using the owner of BLADE snowmobiles (manufactured right here in northern MN). He's got past relationships with the snowmobiling world and there are many out there yet to be created. I've also told the client (the hospitality industry) there comes a point where they, too, must take responsibility for building that relationship with their customers, etc, which (as we know) is just as important in developing a social platform. The particular client is in the hospitality industry and we’ve created “personalities” for this social media campaign. Like snowmobiling, for example, we’re using the owner of BLADE snowmobiles (manufactured right here in northern MN). He’s got past relationships with the snowmobiling world and there are many out there yet to be created. I’ve also told the client (the hospitality industry) there comes a point where they, too, must take responsibility for building that relationship with their customers, etc, which (as we know) is just as important in developing a social platform.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529471 Lee Odden Tue, 17 Feb 2009 04:51:20 +0000 http://www.toprankblog.com/?p=4412#comment-529471 Great point Kasey, I'm with you. I think the challenge for many companies is figuring out how to start. That sort of uncertainty gives agencies like TopRankMarketing.com a lot of new business. Companies can do many things on the social web on their own. Good agencies can speed up such efforts as well as ensure quality and a focus on objectives. Great point Kasey, I’m with you. I think the challenge for many companies is figuring out how to start. That sort of uncertainty gives agencies like TopRankMarketing.com a lot of new business. Companies can do many things on the social web on their own. Good agencies can speed up such efforts as well as ensure quality and a focus on objectives.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529470 Lee Odden Tue, 17 Feb 2009 04:49:00 +0000 http://www.toprankblog.com/?p=4412#comment-529470 I'm glad the post was helpful Jaimie. A lot of social media efforts are marketing driven, but there are certainly additional benefits when you consider audiences outside of buyers. There's also existing customers, employees, the media, job seekers and partners. I’m glad the post was helpful Jaimie. A lot of social media efforts are marketing driven, but there are certainly additional benefits when you consider audiences outside of buyers. There’s also existing customers, employees, the media, job seekers and partners.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529469 Lee Odden Tue, 17 Feb 2009 04:47:14 +0000 http://www.toprankblog.com/?p=4412#comment-529469 How deep really speaks to the relevancy issue in most cases. Many companies approach social media in a superficial way and through old models of information distribution as alluded in the post. Those that learn the technology, the preferences and interests of communities and then "give to get" with a call to take action will realize more open doors with consumers, influentials and media that spend time on the social web. How deep really speaks to the relevancy issue in most cases. Many companies approach social media in a superficial way and through old models of information distribution as alluded in the post.

Those that learn the technology, the preferences and interests of communities and then “give to get” with a call to take action will realize more open doors with consumers, influentials and media that spend time on the social web.

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529468 Lee Odden Tue, 17 Feb 2009 04:44:14 +0000 http://www.toprankblog.com/?p=4412#comment-529468 Rather than social media relationships specifically, I mean using social media to create and/or enhance real world relationships. Companies that sell something to a customer and then continue to provide value through social channels are building upon that first experience with a continued relationship. As for journalists, yes - companies and PR firms that don't figure out that the fish have moved in the pond are going to go home hungry. Social media channels don't make sense for every industry and every situation by any means. But for those that do make sense, it's a matter of getting social or goodbye because the competition is certainly figuring it out. It's never too late to be social :) Rather than social media relationships specifically, I mean using social media to create and/or enhance real world relationships.

Companies that sell something to a customer and then continue to provide value through social channels are building upon that first experience with a continued relationship.

As for journalists, yes – companies and PR firms that don’t figure out that the fish have moved in the pond are going to go home hungry. Social media channels don’t make sense for every industry and every situation by any means. But for those that do make sense, it’s a matter of getting social or goodbye because the competition is certainly figuring it out.

It’s never too late to be social :)

]]> By: Lee Odden http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529467 Lee Odden Tue, 17 Feb 2009 04:39:40 +0000 http://www.toprankblog.com/?p=4412#comment-529467 That's great advice Joel. Under promise and over deliver in good times and in bad. That’s great advice Joel. Under promise and over deliver in good times and in bad.

]]> By: Anette Gangnæs http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529461 Anette Gangnæs Tue, 17 Feb 2009 00:12:35 +0000 http://www.toprankblog.com/?p=4412#comment-529461 You make a valid point, relationship is what businesses should be based on, because without people there is no business. Customers are using the Internet more, even my mum ordered a holiday online, by her selves. You make a valid point, relationship is what businesses should be based on, because without people there is no business. Customers are using the Internet more, even my mum ordered a holiday online, by her selves.

]]> By: Kasey Skala http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529460 Kasey Skala Mon, 16 Feb 2009 22:48:11 +0000 http://www.toprankblog.com/?p=4412#comment-529460 Relationships are key. Not only with current customers and potential customers, but with employees as well. Social media can touch on all 3 and with a relatively low cost. I think it would be foolish for a company, no matter what industry they're in, to at least consider social media. Relationships are key. Not only with current customers and potential customers, but with employees as well. Social media can touch on all 3 and with a relatively low cost. I think it would be foolish for a company, no matter what industry they’re in, to at least consider social media.

]]> By: Joel @ seobackup http://www.toprankblog.com/2009/02/best-recession-marketing-investment-relationships/#comment-529459 Joel @ seobackup Mon, 16 Feb 2009 22:30:53 +0000 http://www.toprankblog.com/?p=4412#comment-529459 There are some great points here, this really is a time to cement relationships. I was chatting to a friend the other day (he manages a huge ppc budget with agency help) and he said what he really needs right now is his agency coming back to him saying - "guess what? - we've found a way we can reduce spend by x percent but still keep the leads coming in at the same level" . . . BUT in reality he gets "if you've got an extra $10k this week we've found a great term that we think will work well for you!". . . His reaction? Erm no Moral of the story? Your clients are probably struggling. Go the extra mile, help them out, help them cut costs, make more money ... And cement that relationship ;) J There are some great points here, this really is a time to cement relationships.

I was chatting to a friend the other day (he manages a huge ppc budget with agency help) and he said what he really needs right now is his agency coming back to him saying – “guess what? – we’ve found a way we can reduce spend by x percent but still keep the leads coming in at the same level” . . .

BUT in reality he gets “if you’ve got an extra $10k this week we’ve found a great term that we think will work well for you!”. . . His reaction? Erm no

Moral of the story? Your clients are probably struggling. Go the extra mile, help them out, help them cut costs, make more money … And cement that relationship ;)

J

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