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Education
importantly, worthy of sharing. that doesn't mean the person is going to buy your product or service. Social
Social media marketing is great media is one part of a marketing toolbox. You need the rest of the pieces.
for ice bucket challenges. Not so
great for EMV. 4. Be Dan Price. The Gravity Payments Chief Executive Officer took a
million dollar pay cut and essentially gave the savings to his employees –
The bottom line: If you wouldn't on network television and many other media channels. The message was
talk about it at your dinner table, social, and the result is that Dan Price now has a lot of followers, connections
don't talk about it on social me- and friends. Many of them are business owners or are themselves connected
dia. If your own spouse doesn't to business owners.
care, what makes you think mil-
lions of strangers might? When Dan Price posted about EMV on social media, he wrote, "Help us
spread the word to avoid some of the predatory practices we've seen."
2. Focus on what matters to pros- With that one simple line, Dan did three important things: made the EMV
pects, not on your company. message meaningful, encouraged sharing and reinforced his brand as an
What happens when people talk all-around great company that truly cares about small business owners.
about their payment processors?
In print advertising, you post a The bottom line: Marketing today is about building a personality for your
message and hope a percentage company. Not just for today, but for years from now. People do business
of viewers will respond. On so- with people, not companies. If you keep changing your name, logos, colors
cial media, you engage in conver- and priorities, you are not being interesting; you are being schizophrenic.
sation – which means that if you
are lucky enough to engage some Decide who you are and will be, and then make sure everything you say
prospects and customers, you'd and do reflects that brand.
best be prepared to hear and re- And you thought it would be easy?
spond to all the things they really
want to say about you. And what
do most businesses want to say Nancy Drexler is the President of Acquired Marketing, a boutique marketing firm for businesses in
about their credit card proces- the payments industry. To learn more about what Acquired Marketing can do for you, visit www.
sors? When was the last time you acquiredmarketing.com, call 917-743-5258 or email ndrexler@acquiredmarketing.com.
gave a shout out to your electric
company?
The bottom line: Remember that
you are speaking to individuals.
Think back to the beginning of
this article. If you want to build
brand visibility and thought
leadership among restaurateurs,
be where they are (restaurant
sites, menu sites, etc.) and tailor
your messages to their interests
and needs (it's about reducing
overhead not complying with
new EMV regulations).
3. Adapt to how buying decisions
are made. Like it or not, we are
selling a commodity. You don't
buy cable television on a Face-
book page. You check for reviews,
but there are other steps you take
to make the purchase. What oth-
er steps must a viewer take to
purchase your solutions? How
easy do you make it for them to
do that? How many times in the
process will they be tempted to
change their minds?
The bottom line: Just because
someone likes you, connects with
you, follows you or notices you
53
importantly, worthy of sharing. that doesn't mean the person is going to buy your product or service. Social
Social media marketing is great media is one part of a marketing toolbox. You need the rest of the pieces.
for ice bucket challenges. Not so
great for EMV. 4. Be Dan Price. The Gravity Payments Chief Executive Officer took a
million dollar pay cut and essentially gave the savings to his employees –
The bottom line: If you wouldn't on network television and many other media channels. The message was
talk about it at your dinner table, social, and the result is that Dan Price now has a lot of followers, connections
don't talk about it on social me- and friends. Many of them are business owners or are themselves connected
dia. If your own spouse doesn't to business owners.
care, what makes you think mil-
lions of strangers might? When Dan Price posted about EMV on social media, he wrote, "Help us
spread the word to avoid some of the predatory practices we've seen."
2. Focus on what matters to pros- With that one simple line, Dan did three important things: made the EMV
pects, not on your company. message meaningful, encouraged sharing and reinforced his brand as an
What happens when people talk all-around great company that truly cares about small business owners.
about their payment processors?
In print advertising, you post a The bottom line: Marketing today is about building a personality for your
message and hope a percentage company. Not just for today, but for years from now. People do business
of viewers will respond. On so- with people, not companies. If you keep changing your name, logos, colors
cial media, you engage in conver- and priorities, you are not being interesting; you are being schizophrenic.
sation – which means that if you
are lucky enough to engage some Decide who you are and will be, and then make sure everything you say
prospects and customers, you'd and do reflects that brand.
best be prepared to hear and re- And you thought it would be easy?
spond to all the things they really
want to say about you. And what
do most businesses want to say Nancy Drexler is the President of Acquired Marketing, a boutique marketing firm for businesses in
about their credit card proces- the payments industry. To learn more about what Acquired Marketing can do for you, visit www.
sors? When was the last time you acquiredmarketing.com, call 917-743-5258 or email ndrexler@acquiredmarketing.com.
gave a shout out to your electric
company?
The bottom line: Remember that
you are speaking to individuals.
Think back to the beginning of
this article. If you want to build
brand visibility and thought
leadership among restaurateurs,
be where they are (restaurant
sites, menu sites, etc.) and tailor
your messages to their interests
and needs (it's about reducing
overhead not complying with
new EMV regulations).
3. Adapt to how buying decisions
are made. Like it or not, we are
selling a commodity. You don't
buy cable television on a Face-
book page. You check for reviews,
but there are other steps you take
to make the purchase. What oth-
er steps must a viewer take to
purchase your solutions? How
easy do you make it for them to
do that? How many times in the
process will they be tempted to
change their minds?
The bottom line: Just because
someone likes you, connects with
you, follows you or notices you
53
