Tag Archives: Digital Marketing Strategy

One Cannot Not Communicate- Is Silence Golden?

Maybe Mom Wasn’t Always Right

The first of Paul Watzlawick’s five axioms is simple- “One Cannot Not Communicate.” Wanterfall says,

Even when you think you are not sending any messages, that absence of messages is quite evident to any observer, and can itself constitute quite a significant message. Not only that, but we usually transmit quite a few non-verbal messages unconsciously, even when we think we are not sending any messages at all.

What do you, as a professional, communicate when you choose not to communicate?

Photo courtesy of Bonoz

Photo courtesy of Bonoz

Perhaps your mother used to say, “if you can’t say anything nice, don’t say anything at all.” When your new friend with long, braided hair entered your home, she bit her tongue.

Did her silence mean, “I wouldn’t let my son wear his hair that long, but since I have no association beyond his association with you, I’ll make you feel comfortable enough without offering approval?” Her tongue biting left wiggle room- both for your friend’s eventual haircut and her possible opinion change.

While the intent behind silence might be noble, its very form is deceiving – a mask for a mix of thoughts and emotions forming in the sender or else a sign of ignorance. Silence is golden because it buys the sender time and it offers the receiver little information- or so is the hope.

What are the Effects of Non-Responses in Digital Communications? 

One cannot not communicate with social media. Not following a customer or fan on Twitter or G+, for example, could be construed as a slight. You’re too busy, too important, to ignorant to use the tools to follow and interact. Not having your social media in order says a lot about the organization behind your organization. Your brand communicates that it does’t embrace or understand the mediums or struggles to find funds. The receiver never really knows why you’re silent- just that you are and the resulting message is up for interpretation.

Internet marketer, Jay Baer, suggests:

Further, 42% expect a response within 60 minutes. Is your company prepared to handle social media inquiries within the hour? A few are. Most are not, in my experience, which potentially creates a disillusionment gap between customers’ anticipated response time, and your actual ability to provide a response.

Having a workforce to handle your social media interactions could be just what you need to reduce the stress in your customer service department.

One cannot not communicate with blogs. You haven’t written a blog post in weeks. Maybe there isn’t a lot happening in your company or industry – yeah right. You’re too busy, too underfunded, too unorganized. You were in the hospital. Whatever the reason, a lack of action or words communicates a message. Is it the message you want your fans to receive?

Darren Rouse looks at blogging this way:

The more posts you publish over time, the more doorways you present readers with to enter your blog.

1 post a week means you’ve got 52 doorways at the end of the year – daily posts means 365 doorways at the end of the year. This means people are more likely to see your content in RSS readers, in search engines, on social media etc. Over time this adds up.

Contracting out some of your brand’s writing work to writers can keep opening doors verses closing them in silence.

One cannot not communicate with correspondences. Two candidates fly out to your company for second interviews. You extend an offer to one. The chosen candidate receives your full attention. The other doesn’t. The one who didn’t get the job sends an email to you. No reply. This happens once. Twice. Three times. Surely, not communicating is a soft let down, right?  According to Career Builder,

56 percent of employers admitted that they don’t respond to all candidates or acknowledge receipt of their applications; 33 percent said they don’t follow up with candidates they interviewed with to let them know they didn’t get the job.

What does a lack of response communicate? That from the top down, your company’s communication process isn’t clear or even rude when not in need of a person, service, or product. It communicates disorganization and incompetency in the HR department. Don’t think for a moment that the candidate won’t remember the lack of communication when they’re in a better position.  According to the HT Group:

If you’re guilty of this and other bad hiring habits, beware your actions could complicate your recruiting efforts and even damage your company’s overall reputation. Here’s how (according to the same study):

  • Job seekers who don’t hear back after applying for a job are less likely to continue buying products or services from that company.
  • Did a job seeker have a bad experience with you? Half will tell their friends about it.
  • An overwhelming 75 percent of job seekers use traditional networking such as word-of-mouth to gather more information about a company.
  • More than 60 percent will check out your company on social media to find out if what you’re telling them about your culture is true.
  • More than two-thirds of job seekers would accept a lower salary if the company had exceptionally positive reviews online.

One cannot not communicate. What are the unintended messages you send just by choosing inaction or silence with your digital marketing strategies or relationships? From creating blog posts and social media posts to staying up with emails and correspondences silence is not usually golden.  Rethink if you’re clearly, consistently, and honestly, as well as tactfully communicating.

 

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Filed under Audience, Blog Writing Tips, Capturing Audience, Content Job Boards, Customer Profile, Leadership, Marketing, Project Management, Reputation Management, Resumes, Social Media

Use a Mutual Fund Strategy to Counter Google

Diversify your search portfolio

Diversify your search portfolio

Investors learned the trick long ago. Place your hard-earned money in just one stock and it is win big or go home. Diversify your monies and invest in multiple stocks through mutual funds and minimize your risks. It’s a winning strategy eCommerce marketers should look to as well.

Why Build a One-Legged Stool? 

When it comes to search engine marketing, conversations drift towards how tactical efforts will affect the search engine result page ranking on Google. Of course, there are Bing, Ask, Dogpile, Duck Duck Go and a bunch of other search engine “also-rans,” but with two-thirds of all searches being conducted on Google according to comScore, they are the tail that wags the dog in search.

The attention given solely to and dominance of Google is not a good thing. Having all your marketing eggs in one large search basket places too much pass-fail risk in one channel. And, it’s one channel you can’t control. (Think of the next Google Panda or Penguin update.) This is similar to what investors learned to circumvent 80 years ago. Marketing diversification is the key to long-term growth and success.

Broaden Your Definition of Search 

Sure. Google is the #1 most visited web site according to Alexa rankings with its primary purpose being search. Facebook is #2 and is primarily a social network. But, at the very top of the Facebook site, there’s a search box! How does your product, brand, or service rank when searched on Facebook?

There’s a search box at or near the top of #6 Wikipedia, too. And #8 LinkedIn, #11 Twitter, and #12 Amazon. Of course, there’s Instagram, Pinterest, Tumblr, SlideShare, and dozens of other heavily visited web sites that all have search engines. Does a click on their search engine result pages lead to your site?

Internet Shoppers Leverage Amazon Reviews 

Why Amazon Matters Now More Than Ever

Why Amazon Matters Now More Than Ever

Forrester Research recently published a report called, Why Amazon Matters Now More than Ever. The study surfaced that, in 2012, 30% of online consumers were already using other approaches to search for and research products, like reading Amazon customer reviews, before making a purchase decision.  These shoppers were not necessarily making their purchase on Amazon. This behavior is on the increase. According to the study, only 13% of online users are researching a potential product purchase solely online through search engines like Google. Chalk one up for including Amazon in your search strategy. Be sure to add other review sites like Epinions.com, Buzzillions.com, ConsumerReports.org, ConsumerSearch.com, and CNET.com to your search marketing strategy list.

Smile for the Camera 

With more people than ever carrying smart phones with mega-pixel cameras embedded within them, consumers are being trained to digest image content quickly and easily. Three of the four top social media sites (Facebook, Twitter, and Instagram) have the same common characteristic – they place an emphasis on sharing images. The recent rapid rise to success of Pinterest and Buzzfeed only adds testaments to the viral power and search potential of image-based content.

Mean Stinks Photo Sharing

Mean Stinks Photo Sharing

Proctor & Gamble leveraged this trend recently with their “Mean Stinks” Secret deodorant campaign by creating a photo searching and sharing application to spread an anti-bullying message.  According to P&G, over 1.5 million girls spread awareness about girl-to-girl bullying through the generation of these images.

Successful brands that receive the most social image shares also have another common characteristic. They know how to pepper in some well-placed, creative images into their written content that drive consumers to search for them to share.

Spread the Wealth 

A solid search engine marketing strategy creates content that aims to improve the search engine results page rank for as many visit driving sites as possible, not just Google. Both what you do with content on your own web site, as well as these other web sites, can have a positive impact on many ways people can find your business or service when they search. Having a diversified content strategy in place also insures your site against being at the mercy of the next Google Dance, when your rankings on just that search engine slip a bit.

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Filed under Business Strategy, Content, Content Marketing, Marketing, Search Engine Marketing