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Twitter: Less is More

Mary Rosenbaum | September 29th, 2010

What is the relevance of having thousands of followers on Twitter? How many of these thousands read your tweets? How many of those would be driven to act on something you recommended?

Those who use Twitter and Facebook for marketing purposes believe that the more “eyeballs” that see their message the more likely they will sell their product or service.

Social media marketing cannot take the place of creating a product or service that is needed and wanted. Throwing mud at the wall and hoping it sticks is old school marketing. People today are bombarded by offerings, information, options for just about everything they need, want and use.

It’s not about the numbers. It’s about finding those followers who want what you have to sell or teach them. It’s quality, not quantity. Wouldn’t you rather have a 100 followers who read your messages and take an interest in what you say rather than a 1000 who either ignore or skim the content? I know I would.

I attended a talk on social media a few weeks ago and one of the attendees asked this question: “I send out a newsletter every two weeks with free give aways, free webinar offers, and free consultations. My email list is over 1000 people and I use Twitter and LinkedIn to deliver the same message. My response rate is single digits. What am I doing wrong?”

No one knows for sure but my guess would be that either he has the wrong target audience or is selling something nobody wants or needs. Additionally, his communications with his audience are all one way – out. The lack of connection, human contact, and relationship building – critical to growing a business – all contribute to this lack of response.

So how should you use social media?

– Make sure what you are offering is something people want or need.

– Use social media as tools, not as the only means of communicating your message.

– Relate, communicate, find out if you are hitting the right target.

– Modify your offerings as you learn from your active followers.

– Take your online contacts and turn them into real world relationships.

– Take your time.

What other advice do you have?

As an FYI, I read this great article in this week’s New Yorker by Malcolm Gladwell, a favorite author of mine called Small Change: Why the revolution will not be tweeted. It’s a great read.

Utilizing her experience of over 25 years Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru – it’s where I pass along articles I think might be interesting to you.


Personal Branding: Even Ballet Dancers Are Doing It

Mary Rosenbaum | September 22nd, 2010

If you are in a business that provides a product or service you know that the competition for business is stronger than ever. Your affect on the experience of your client or customer lasts a lot longer than the work you provide or the product you sell. That experience supersedes the brand name of the company, even having the power to strengthen or weaken the impact of that brand.

Clients and customers today want to “connect” on a more personal level than ever before. Perhaps the impersonal experience of purchasing something on the internet has created a demand for a more humanized experience whenever possible, even in places you would least expect it. Another reason is that there are more quality choices available today so one of the distinguishing factors is the overall experience a client has with you and your company.

There was an article in the NY Times the other day describing how the New York City Ballet Company was trying to humanize the experience of attending the ballet. Their management believes that audiences today want to “connect” on a more personal level with those who perform on stage. Consequently they have their dancers meet with audience members before performances to talk about their every day experiences, answer questions and in effect, connect one to one. Audience members get to know the dancers and are given the opportunity to relate to them as people, not just as performers on stage. Those who attended the talks felt the experience of watching them dance was greatly enhanced.

In a profession where mystique once reigned, dancers are coming down from the stage and letting their personalities show through.

What are you doing to “connect” with your clients?

Utilizing her experience of over 25 years, Mary Rosenbaum helps careerists and entrepreneurs position themselves so they can stand out from the competition. Get her free report Top Strategies for Getting Visible and Getting Ahead.

Follow me on Twitter @Careersguru


Personal Branding: Blending In is So High School

Mary Rosenbaum | September 14th, 2010

You are not in high school anymore.

There has been a lot of talk and much written about Personal Branding. Everything from it’s dead to it’s nirvana. Let’s forget about the term and focus instead on what it really means.

It doesn’t mean conforming to some ideal of who you should be. It doesn’t mean pretending you are something you are not. It’s not all about the packaging. It is about the substance and content.

It does mean getting in touch with what your values and passions are and trying to integrate them into your everyday life. It does mean taking a chance and standing out, taking a position and having opinions that may not necessarily jive with everyone. By definition, your personal brand makes you different than everyone else because it is as unique as your finger prints.

Do you remember your high school experiences? For many people HS was a time of feeling insecure, wanting to be liked, feeling inadequate, unable to compete. I saw a movie a few years back called Never Been Kissed with Drew Barrymore. She was a journalist who decided to go back to high school and write about the experience.

During her time there she met two groups of people, the nerds who excelled at school and the popular kids. The popular kids were in charge of determining who was “in” and who wasn’t based on superficial qualities – clothes, hair, accessories, etc. Although the nerds made fun of this group, deep down several of them wanted to belong and be part of their constellation. Try as some of them did, they could not sublimate who they were and take on the characteristics and qualities of the popular group.

They remained authentic to who they were. They could not blend in. And neither can you. Besides, wouldn’t you rather stand out?

Mary Rosenbaum is a Certified Personal Branding Strategist who works with professionals interested in gaining a better understanding and improved communication of their unique promise of value. Get her free report on Getting Visible and Getting Ahead.

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