I read a post today over at HubSpot’s blog, which I occasionally contribute to. The blog is intended to cater to the SMB set which are the primary customers for HubSpot’s inbound marketing platform. Today’s post, about Marketing Lessons from MTV’s Jersey Shore is interesting reading but it needs to be read with a degree of caution if you are an SMB that is trying to market to other businesses.
The author makes three points that the show can provide for marketing your business.
- Add Some Personality to Your Marketing Mix
- Be A Little Controversial
- Capitalize on Buzz Worthy Conversations
On many levels, all of these suggestions have merit. That is if you are a social media professional or in the entertainment world or in some business where controversy is a positive. Most SMB’s, however, are not so you need to exercise extreme caution when seeing these advice posts anywhere in the realm of social media ‘experts’ including here at Frank Thinking About Internet Marketing.
Why? Well, if you are a local plumber (a classic SMB) and your interest is to get new business, what is your opportunity to add personality to your marketing mix? Well, if you want to be a front-facing owner or have some form of a personality there is great opportunity. However, once you commit to this line of thinking it is hard to back out of it down the line. This needs to be done with a great deal of forethought and planning because there is a level of commitment that many SMB’s may not be prepared for. So what sounds good may end up being something different.
Plumbers, by nature, like to avoid controversy because that usually means someone is ticked off at their service etc. In other words, being controversial in many real business scenarios (not promoting a brain dead reality show) is very bad advice. In fact, you want to just be conversational rather than controversial. Drumming up business by saying something negative or by creating a controversy for the sake of exposure has much more inherent risk than upside. Honestly, if you decide to be the ‘personality’ of your company, you now need to be on the straight and narrow because controversy can sometimes instantly kill an image that has been earned by blood, sweat and tears over the long haul. Is that worth the risk?
As for capitalizing on “buzz-worthy” conversations? Let’s face it……most businesses are not very “sexy” and the amount of buzz worthy conversations will be limited at best.
So my suggestion? Read all the social media advice you want but make sure you are reading it through the filter of your business and situation. While you may WANT the same principles of marketing that apply to a “hip” TV show to apply to you, they more often than not won’t.
So be careful about which advice you take because much of it in the social media realm simply won’t apply to you and that’s not a bad thing.
{ 8 comments… read them below or add one }
Frank,
Good advice, that I agree with. My past professional life spanned 17 years in television for several large studios, including the one that owns MTV. “Controversy” in the television landscape might get a few more viewers to notice it, and maybe view the show. However, as you say, most businesses, like the one that owns MTV, backpedal as quickly as possible when there is controversy that arises in their business. The shows come and go, and can afford to be controversial.
You’re exactly right about nurturing a business image, then destroying it by being too controversial or flippant. Controversy has no place in the business world, especially small local businesses. However, it never hurts to inject a bit of humor or “human-ness” into your dealings…I think people identify with, and appreciate, your honesty in this case. By the way- awesome website! I appreciate the tips
Frank,
Thank you for taking the time to read my blog post and being a fan of HubSpot. You raise some interesting counter-points, and I was hoping to expand on my thoughts. It’s also fitting that I just had to hire a plumber over the weekend to help me with a DIY-project gone wrong.
In terms of controversy, there are very few business that can routinely get away with the antics of MTV. But controversy doesn’t need to come in the form of punching women or ethnic slurs. One example would be a plumber taking a stance against Home Depot’s “You can do it, we can help” mantra. Creating controversy is really about creating debate. If your plumber has earned enough authority from their work, they can make a statement that is debatable.
With regards to companies having personality, I completely stand by this statement. There are very few brands that can stand on their recognition alone, and I can’t think of any in the SMB world that have this type of equity. People buy from people, and the more human you can make your organization, the better your customers will feel about it. Especially if you’re a bad-day company like a plumber. By being approachable and being human, a company can help customers and prospects move past the negative emotions of their situation.
-Matt
@sully
@Matt
Thanks for stopping by.
I hear you loud and clear. Personality drives the local business in many instances and that personality creates referrals which are the lifeblood of many SMB’s. That’s why I tend to shy away from the term controversy because that reputation (personality) could be put at risk for what might be a short term spike in traffic or attention.
So let’s agree that controversy may be too heavy and not doing anything too light (to use a current ad campaign’s idea). I think that being opinionated can be used without taking it to full blown “controversy”.
I really appreciate you coming by and making your thoughts known. I guess my opinions on the HubSpot blog served to create a little “controversy” that we can benefit from with getting introduced!
Keep coming back and voicing our opinions! BTW, I hope that plumbing issue is resolved.
Frank Reed´s last blog ..Hey SMB’s! Be Careful of Some Social Media ‘Advice’
Great advice, Frank. As I peruse the social media sites and look at some of the comments and statements people make, I think…what are they thinking? Our business is a smaller, family operation and we foster that. However, our politics, religion, and what sort of day I had aren’t items that I want to share casually. Comment on pertinent posts, but for goodness sake, remember that many of your clients will have the opposite views you have on many things and you may lose more than you gain. If you want to share comments with friends and family, instant message them or keep your information private on your Facebook page or blog.
This is an excellent conversation. I tell my clients to focus their communications, whether in print or online, on delivering value. Think reader-centric and find out what they need to make their life easier, achieve their goals, save them money, time, and frustration. They will appreciate that more that gossip and controversy. If as an expert (which is what a business owner should be) you find that you have a well thought out position on an issue that is at odds with the established norm, by all means voice it, but make sure that it is a stance you think is worth it. Remember the phrase “Do you really want to die on that hill?” when you take a controversial position, because you might. Focus on value.
The surveys show that the happiest people in the world are those who have a good circle of friends. Fame, fortune, family, religion, a new cellphone, and great vacations are all in the mix, but great friendships rise to the top. IMPO, I feel that the sea change that is fostered by social media marketing is that customers can be viewed as legitimate friends; and good friends see through to your primary beliefs that, in the long run, cannot be hidden. Therefore, I am beginning to believe that we are evolving toward a business mode where like-mindedness will become a more integral part of demographic parameters. Those stats may be handled differently depending on type and size of business. It may sound dangerous to consider political or religious leanings of prospective customers, but I think that sort of profiling will develop. The good news is (he said hopefully) that the concept can lead to a more peaceful world as all players learn more and more about how we are all more the same than we are different. After all, we are basically apes. AMEN
Great conversation. Thanks to everyone for contributing. Now if only I could get another post up soon ………
Frank Reed´s last blog ..Hey SMB’s! Be Careful of Some Social Media ‘Advice’
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