Two blogs posts in three days?
Someone is on a path of digital destruction. Or the cable is out.
Don’t get used to it being that often, but I am planning on writing more. I am also planning on sharing more — the good, the bad and the ugly.
This post is going to have a different feel to it. This is a glimpse of what the future posts are going to look like. Social Sinergy is going through some changes — puberty, if you will.
My writings are going to have…
What My Daughter Can Teach You About Marketing
Ava has been learning how to walk for the last few months.
She’s much better now than she was 2 months ago, when she was just getting started. She’s learning from her mistakes.
One night, a few months ago, she fell over and hit her lip on the corner of the coffee table.
45 minutes later the crying stopped.
I was pretty shaken up.
She stopped crying after 5 minutes. It took “Big Baby” Dad a bit longer. I admit, I am not good when it comes to things like that. I am getting better though. Typically, the crying stops around the 20 minute mark 😀
She falls and gets up. She falls and gets up. She falls and gets back up.
Every. Single. Time.
Are you seeing a pattern here?
She never gives up. She KEEPS TRYING!
She’s 18 months old.
She learns something each time she falls. She started taking one step and then she would topple over. A few days later she was taking 2-3 steps at a time before falling. A few weeks later she was taking 10-12 steps at a time before falling.
She kept trying until she got better.
This morning, after her bath, she walked from her room to our bedroom, about 25 feet away. She had a stick of deodorant in one hand and Vick’s vapor rub in the other. She was on a mission — A mission from God — queue the Blue Brothers theme music.
She never fell down this morning. At times, she was kind of running. By the looks of it, she’s going to have her Mom’s sense of balance (not good) and her Dad’s speed (really not good).
A very proud Dad moment for me this morning.
It wasn’t easy dropping her off at daycare today. Although, it never is. I am the Dad that sticks around for 15-20 minutes before leaving. Often times, giving her 2-3 or sometimes a baker’s dozen goodbye hugs/kisses.
Most parents drop their son/daughter off and they leave within a minute or two. I am not like most parents.
I have a lot to learn.
What Does This Have to Do With Marketing?
You can relate it to life, too. Life lessons from an 18-month old, the exact blog topic I was thinking of writing when I woke up this morning at 5:30 am. <– Sarcasm font, but I can’t find the button on my keyboard.
Some agents I speak with expect instant results. They’ll launch a Facebook campaign and if it doesn’t produce results in the first couple of hours — Facebook doesn’t work. They want to throw in the towel. Time to try something else.
With that philosophy, not much is going to ever work.
That’s not how marketing works.
I use this site to show you what is working for my clients. This is for you to put into place and try it in your market.
It might work.
It might not.
At least you have a baseline of what is working in some markets and you’re not going in blind. That’ll save you a lot of time, money and frustration.
Trust me, I used to pay $27 per lead, which isn’t bad in the B2B space, but it didn’t fit in my budget. I can be stubborn…at times.
I now pay around $3/lead, but that was after a lot of
booze testing, tweaking and sleepless nights. See, stubbornness pays off 🙂
You might have to make some changes, test it out. Make some more and test it out. Try this and that, but not that.
That’s called marketing.
I take some of the blame for not setting expectations. I’ve also seen other marketers who promise the World and sell hopes & dreams. I blame them, too. George W-Ya would call them “evildoers“.
Some are selling “guaranteed” listings.
Shake My Damn Head.
At times, this industry makes me want to dig my eyeballs out with a plastic spoon.
The 80/20 Rule for Marketing
I would venture to say that 80% of my marketing doesn’t work. Some of it is funny to look back at now. At the time, it wasn’t funny. I probably cried.
But now, it’s funny, so I’ll share a failed campaign with you.
Last summer, I launched a Happy Birthday campaign (you can target people who are about to have a birthday on Facebook). I targeted employees of the National Association of Realtors and some major U.S. newspapers.
My plan was to get some free press, from this great, ingenious idea that no one on Earth had ever thought of.
Maybe a front page story on the New York Times with my picture on it.
Or an invite from the NAR to speak at their annual conference for my ingenuity and Facebook skills.
Or a key to a city.
Or a call from Mark Zuckerburg.
A boy from Michigan can dream, can’t he?
Below is the ad I ran last summer…
It didn’t work.
I had fun with it though. I didn’t spend too much money
cashed out my 401k on it.
Did You Know?
If you’re a baseball player and you hit the ball 3 times out of 10, you’ll most likely get a spot in Cooperstown (Hall of Fame)?
That means YOU’RE OUT 7 TIMES OUT OF 10!!!
You hit the ball 30% of the time and you’re a Hall of Famer!
No one is perfect.
Your marketing will fail.
Your Facebook campaigns will fail.
Not even the top marketing companies in the World are perfect. They fail all the time. Marketing is all about taking risk, making mistakes and adjusting. Finding what works and spending more money on that activity. Eliminating what is not working and/or making adjustments to failed campaigns.
I focus on the 20% of my marketing that actually works. That is where I spend my time, energy and money on. You should do the same.
Some of my blog posts are well received, shared and generate leads.
Some do not.
That doesn’t mean I take my ball and go home and pout that blogging doesn’t work!
This goes for any marketing/advertising that you do — post cards, cold calling (why?), door knocking, television commercials, billboards (seriously? No one is looking at the road, let alone a billboard), Facebook, Google, etc.
Not all your marketing is going to produce results and that’s ok. It’s up to you to find the marketing that does work.
Why, as adults, do we give up so soon?
Take a page from Ava’s book, get yourself up and try again. And again, until you get it right.
You WILL get it right, if you keep trying.
If all my marketing worked, I would have retired years ago and would be sitting on a beach in Bali right now.
But it didn’t, so I wrote you this blog post instead — which, depending on who you ask, is basically the same as laying on a beach in Bali, right?