Dear Marketing, You’re a F***ing Hypocrite

Or at least marketers are, most of the time. Think about this carefully. The first time you send out a direct mail piece, or include someone on your list who wasn’t necessarily, kind of, sort of “really” opted-in, or took advantage of the many other tempting, ethic-less opportunity finding strategies that media platforms present to us, we become a hypocrite. At that point, we use the same strategies that endlessly piss us off every day as consumers. At that point, you’re screaming at the customer and complaining about the noise simultaneously.

avoid marketing mistakes

I have participated in these efforts, many do. Even when they don’t realize they do, they do. Why? Because the internet has allowed a new form of accessibility and communication that we never had before and having that creates a new marketing mentality. Recently, I sent an e-mail to a known writer in the my industry asking to consider writing a foreword for my book. It was a guy whom I’ve had some interaction with. A few tweets here and there, nothing that could be considered a strong relationship. Half way through writing my e-mail, I stopped and realized I was going to perform a cruel injustice, I was breaking the very philosophical views that I preach. I decided to rewrite my e-mail and ensure that this person KNEW I expected nothing, not even a response, and that I was simply requesting his consideration as attribute to the great respect I had for him as a writer.

Was it still wrong to send the e-mail? Likely. Do I regret sending it, I certainly would have a whole hell of a lot more if I wouldn’t have revised it to ensure the guy knew I expected nothing in return from him, and I was content on simply letting him know I was a big fan of his work. But, let’s be honest, long story short, I was a f*&$ing hypocrite.

The real genuine question that I needed to ask myself was, would I be offended if I received the same e-mail. It was a question that needed to be asked before the message was sent. It’s a question that needs to be asked every day before you ever make a decision on how to market your brand, product, service or self. Don’t be a hypocrite when it comes to marketing. Don’t slam the door on one person and expect them to open it for you. Here are 3 things to keep in mind before sending out your marketing:

Does your marketing add value without the next step?

We all understand that everyone feels what they have to offer the marketplace is great and will improve the lives of their prospects greatly once they sign on. But if that prospect were not to pick up the phone, fill out your form, or purchase your product, would they still find value in the marketing materials you send? If the answer is no, don’t send them. If you do, you’re a f*&$ing hypocrite.

When was the last time you bought from a similar form of advertising?

It’s a fair question? that gets too often forgotten. And frequently, the answer is never. When was the last time you received a pitch in the same form you’re sending one, and bought the product or service featured. If you can’t think of one, don’t hit the send button. If you can think of one, don’t hit the send button. Rather, go back to that message, see what engaged you and pursued you to buy, then ensure your marketing message brings the same value. If not, you’re a f*&$ing hypocrite.

Did it take a stamp to get there?

The moment you are placing a stamp on marketing material, your conversion rate is below .01%. It’s also the moment you go home and become extremely pissed off because you just received a coupon book that has taken up your mailbox and has made it difficult to find your actual, wanted mail. If you’re marketing is laying in a mailbox right now, you’re a f*&$ing hypocrite.


The key is never market to people the way you don’t want to be marketed to. At that point, you’re the person at the party that blasts people who only promote themselves, and then you talk only about why you’re great. It doesn’t do anything for the person. What have you done to ensure you’re not a marketing hypocrite?


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Lean Marketing for B2B Business

Lean marketing can help companies receive valuable feedback while utilizing minimal resources. It must play a key role in any industrial marketing plan to take your company to the next level.

lean marketing

Your manufacturing company can have the best-looking website in the world, but if your marketing for manufacturing plan does not include optimizing your site by using an efficient lean marketing strategy, you are defeating your purpose.

Big Value. Low Cost.

Lean marketing plays a key role in obtaining information without using extensive amounts of valuable company resources. Without it you will not gain marketing insight into what your visitors and potential customers are looking for, how far along your conversion process they are, and why they either like your offerings or not. This feedback plays a key role in your industrial marketing success or failure.

Customer feedback is the cornerstone of an efficient lean marketing strategy and the problem with not getting it will not allow your company to get the competitive advantage. It means you are not getting your products to your customers in the quickest amount of time. Your company is not eliminating or identifying areas that cause waste in your manufacturing and marketing processes, thereby losing sales and subsequent profits.

There are a number of reasons you may not be optimizing your online lean marketing strategy. Any one can play a crucial role in your online success or failure.

  • You may wrongly believe your company does not qualify as a lean startup.
  • You may lack the knowledge about lean startups and how they can benefit your marketing for manufacturing plan.
  • You do not analyze where your visitors come from, what they are viewing and/or how long they stay on your site.
  • You do not allow your visitors a chance to leave feedback, as in forums or comment sections.
  • You do not communicate quickly to customer feedback.
  • You do not have the needed tools in place to obtain feedback.

Solve the problem by:

  • Learning why you qualify as a lean startup.
  • Increasing your knowledge-base about lean startups to find how your marketing for manufacturing plan will benefit.
  • Start analyzing your website’s traffic.
  • Developing and utilizing feedback tools.

Implement a Lean Marketing Solution

  • Go both offline and online to learn about lean startups and how your manufacturing company qualifies. Read books, journals, white papers and  articles about the subject area.
  • Implement Google Analytics or another analytic data program.
  • Implement Facebook Connection to gather information quickly and freely.
  • Utilize SaaS platforms. Customer support platforms like LiveChat or LivePerson can save valuable time, money and resources.

What is your company doing to optimize your online lean marketing strategy?

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Improving Website Conversion Rates

Improving website conversion rates is the enhancing the process of converting your visitors from passive readers to action-taking people. Marketing for manufacturing depends on it.

improving website conversion

  1. Having a better website conversion rate does not mean you are definitely above your competition, it only means you are effectively meeting your industrial marketing objectives.
  2. The more successful your web conversion rate, the more popular your industrial marketing site will be to visitors and other sites, increasing your link exchange. The search engines love links and will bring more traffic to your site.

The problem with website conversion rate is the fact not everyone understands how to do it properly. The needed tools are not in place. The objectives are either unclear, or not being implemented properly.

Your website conversion rate may be lower than anticipated due to:

  • Visitors do not trust you or your site. They feel uncomfortable doing business with you.
  • Visitors have concerns about your products, services or other offerings.
  • Your site is not user-friendly. It causes more confusion and frustration than desired.

There are a number of things you can do to improve your website conversion rate. These include:

  1. Utilize a number of trust factors throughout your pages. Visitors must feel comfortable with you and your company.
  2. Develop a variety of useful tools that enhance your industrial marketing merchandising.
  3. Make your website as user-friendly as possible to enhance your visitor’s experience.
  4. Analyze each page and determine which is meeting your objectives and which is not.
  5. Know what your objectives are. What action do you want your visitors to take?  Do you want subscriptions? Product purchases? Appointments? Once you know your industrial marketing objectives, you can implement behavioral targeting.

Implementing a Solution for Higher Website Conversion

  • Industrial marketing means you must focus on your trust factors. Display third-party accreditation on your home page and throughout your site. Clearly list your terms and conditions. Develop a contact us page and reveal your physical address, phone number, fax number, and other pertinent information.
  • Marketing for manufacturing means staying current with your merchandising offers. Use price competitiveness, product relevancy, introduce irresistible product offers, utilize clear product descriptions, consider free delivery to increase conversion rate, maintain proper inventory and use images.
  • Develop a user-friendly site by avoiding mistakes such as poor grammar, spelling and punctuation. Make certain your links operate. Be sure your pages download quickly. Test each sales step in your conversion funnel.
  • Start using a “multivariate testing” tool, such as Google Website Optimizer, to simultaneously test numerous variables. You can determine which images and pages draw attention, which headings work and other relevant information.
  • Use behavioral targeting to improve your website conversion rate. Analyze your page data to determine where to place targeted and relevant ads at optimum times throughout the call-to-action process.

Are you improving your website conversion rate?

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Don’t Forget to Bring a Gift

Content is sharing. Sharing is expanding. Expanding is sexy. Sexy leads to content. That has pretty much been the theme for the past year in marketing. Content sharing has jumped to the forefront of the marketing mix and has taken over a large share of strategies around the web. For good reasons too. We are witnessing a marketing transition from what was once “in your face” or interruption based marketing, to a much more interactive and buyer focused way to expanding brands to their target audiences.

Content Sharing

Over the past year, I’ve been blessed to represent and study some of the world’s most influential industrial brands (although many do supply to the consumer based world). During a recent session with one of these clients, I was asked the question, “What truly is content sharing? It sounds like gifts”. It was a good question. It was an even better point. In today’s modern world of information, you can Google content sharing and get a wide variety of prospective and insights that vary across the board. The basic principle remains consistent, “create pieces of content that is truly valuable to your audience, and give it to them”, but is that really all there is to it? Define what your audience determines valuable and give it to them? No.

Content needs to be carefully tailored with a purpose. I notice that in today’s age, many companies and marketers become so consumed with the quantity of sharing, as opposed to the value of sharing. Now don’t get me wrong. I completely understand, and promote, the benefits of growing your website and expanding your brand by creating content regularly and sometimes that means turning content that would otherwise probably not be published. That still leaves an opportunity to optimize a new page of your website for search engines based on newly defined keywords, and that’s great. But you must keep a core strategy in place when creating valuable content.

Content needs to be treated like gifts. Put thought into it and focus that thought on individual audiences, just as you would a birthday present for a good friend, or a Christmas gift for a relative. To accomplish this, I recommend creating a list of what your audience is asking for. Answer these questions to get started:

  1. Who are you creating your content gift for?
  2. What do they need?
  3. What past discussions have you had with them about issues?
  4. What issues do they currently face?
  5. How can you solve these issues?
  6. What can you offer to solve these issues for free??

Once you’ve delved in a bit into your prospects needs, you can begin putting together your gift. I call content a gift because of the effect it has on people, personally. Do you ever notice that you feel terrible when you receive a gift from someone and don’t have one in return? (if not, read the following) Its a sense of appreciation for receiving something, and then feeling obligating to return the favor. Odds are you won’t forget that Christmas gift, next year. The same concept applies to marketing and sales. Once you give someone something they find valuable, a sense of repayment is subconsciously embedded.? Once you’ve earned the trust of a prospect, the rest takes care of itself. People feel a debt to others who help them in their lives, and business. When the time comes that you have a solution that fits their problem, they kill two birds with one stone. Solve the problem, repay a debt.

Closing Thoughts?

Creating a content gift list gives you ability to strategically plan how you can become part of your potentials customers life, without jumping in with a sales pitch. If there’s anything we’ve learned from traditional marketing it’s that people do not like to be sold. Period. Don’t interrupt your prospects day with sales messages, become part of your prospects day with resources.

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Is Beer Getting More Social? Heineken says “Yes”

I mean come on, what’s more symbolic of a social atmosphere than a few cold ones. In a twist of irony, however, the beer industry is one of the industries which have remained hesitant in joining social media marketing alongside other industries like insurance. That part, is changing.

industrial marketing in the beer industry

The change in marketing strategies for the big companies to join inbound and social media is not an exception for the beer industry. Heineken, the manufacturer of one of the world’s leading brands is now targeting young consumers. The Dutch beer producer recently launched a ground-breaking advertising initiative with Google for its global digital campaigns on YouTube and mobile phones. It is now looking at enhancing their Facebook strategy.

A shift in Corporate Culture

In what was described by the chairman of Heineken’s supervisory board, Cees van Lede as “a substantial shift” that is aimed at developing its brand awareness by use of social media, this has opened a new frontier for the beer industry in its consumer reach approach.

This pledge for Heineken to embark on aggressive social media marketing has been proved by its participation in the international B2C marketing debate that kicks off in London in June 2012. Heineken joins other leading brands like Uniliver, Expedia, Nokia, Honda, KLM, Tom Tom, and O2 in the two day European Summit that is expected to focus on how to embed social media in marketing strategies. Over 100 large brands from across Europe will congregate in London at the end of June for the conference.

Recognizing the Need before It’s Too Late

Too often do companies become so complacent in their day to day operations that they fail to recognize large shifts in customer behavior. Regardless of the size of the company, it becomes critical to see the need to change how you communicate to your potential customers, before they’re gone. Heineken has more than 125 breweries spread over 70 countries and it’s the world’s third-largest brewer after Anheuser-Busch InBev and SABMiller and this is in terms of revenue. In march 2012, Heineken signed a deal with Google. According to Heineken spokesman John Paul Schuirink, “The deal with Google will mainly focus on distributing our commercials on YouTube, in order to reach our target groups…,”

Heineken spends about 4% of its close to $3 billion annual budget on online marketing but this is expected to stretch further. One of the reasons why this shift in marketing strategy is being witnessed in the beer industry is because, beer sales are under pressure owing to demographics beer consumption changes and stagnating markets economies. There has been a shift in the age pyramid for the beer consumers from 16 to 40 meaning young and middle age persons are drinking beer more.

What this means is that younger people are the heavy drinkers of beer and this trend diminishes as people advance in age. This has been attributed by changes in lifestyle as older people are now shifting to other drinks such as wines. In order to keep up with the changing consumer trends, Cees Van Lede reckons that, Heineken needs to pay very careful attention to the consumers and the marketing strategies applied. “You really have to have an intimate knowledge of the social and drinking habits of the younger generation,” Van Lede elaborates.

Social Media is Growing FAST. Explore it to Find Where you Fit In

Social media is rapidly growing. We continue to see new platforms, new lingo, new demographics of people engaging. It’s important to understand that due to the broad range of social media, it’s important to explore multiple avenues. The age pyramid of the Heineken consumers is composed of the people within the age bracket 20 to 40 and these are the tech-savvy consumers who are in touch with the markets information and with publicity. According to a recent Infographic, 56% of consumers say that they are likely to recommend a brand after they become fans in Facebook. Young people are spending more of their time on the social media networks.

Facebook has more than 500 million legit fans and it’s dominated by the young population. Heineken has hinted that it will soon be entering into an agreement with Facebook as part of its exploration on social media marketing strategy. The social media is certainly a growing marketing opportunity for businesses providing direct engagement with consumers. Consumers are now interacting with their favorite brands and regularly discussing brand features and checking for latest product updates online.

According to SocialBakers, a social performance monitoring service provider, Heineken has been experiencing fast growth in its Facebook fans reaching close to 7 million in June 2012.

Heineken fans growth between mid May and early June 2012. Source:


But does a growth is social fans necessarily mean that a business will gain optimum returns in its investment?

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