It’s sort of like the old party game, “Telephone.” You whisper something to the person next you, who in turn whispers it to their neighbor, who whispers it to theirs, and so on. By the time it gets to the end of the line, the message sounds nothing like what you originally whispered.
It’s no game
Direct-selling. Network marketing. MLM. However you say it, these companies can suffer from the same problem when it comes to their branding.
Network marketing companies invest heavily in their brand and messaging. They spend many thousands of dollars creating marketing materials such as video, audio, presentations and print pieces for their representatives to use. Ideally, the company’s efforts will remain intact all the way to the customer.
It’s important to realize, however, that distributors are actually expending their efforts building THEIR businesses. And not everybody is a network marketing expert. The company may not have much control over what happens to THEIR brand and messaging after it leaves the front door.
Consider the following scenarios:
Video
A marketing team just spent tens of thousands of dollars on a new product video. Now what do they do with it? They could post it somewhere on the website and hope distributors either stream or download it. But who’s to say what happens with the video from there? Maybe a consultant will place it in a PowerPoint presentation. If so, how sure can a company be that the presentation fully honors its branding and messaging?
Presentations
How about that 12-slide PowerPoint business opportunity presentation the marketing department just finished? You can post it on the company back office site where representatives can download it. Remember, the consultant is promoting his or her own business. So it’s highly likely that they might dig in and edit the PowerPoint to personalize and customize it for them. How much brand/messaging control might the company lose in that process?
eCards/Invitations
Consultants could also be subscribing to third-party eCard or online invitation providers to get their message out. While there are many quality online solutions, they are somewhat generic and don’t provide any kind of consistent corporate branding.
So what to do?
The $64,000 question:
How can a company provide quality materials that THEIR consultants can use to promote themselves and still maintain the integrity of THE CORPORATE BRAND and messaging?
This was the driving force behind the development of the ROQlogic Media Center. We realized that there was a real desire in the industry for a solution that not only made it extremely easy to distribute content—from video and audio, to print materials and online presentations—but also to provide corporate control over what a specific brand looks like all the way from the consultant to the prospect or customer.
Simply put, there’s nothing else like the Media Center in the industry. It provides a centralized, controlled environment for a company’s multimedia content where distributors can:
Send an online, multi-slide presentation—complete with audio and video
Post a video or presentation to their social media sites
Download a video or email it to a prospect or customer
Download a presentation for offline viewing on their computer
Downloaded a high-resolution, print-ready PDF file
Creating Brand Partners
The beauty of the Media Center is that it not only automatically personalizes everything for the consultant, it gives the corporation complete flexibility as to what can and can’t be changed, and therefore what is and isn’t communicated. That puts the company back in the driver’s seat and in control of their brand! Furthermore, it empowers consultants to become BRAND PARTNERS with the company.
I urge you to visit the rest of our website and find out more about what the ROQlogic Media Center can do for you. And I invite you to comment below. I look forward to your thoughts and ideas.
Just read a terrific post by Marcus Sheridan, an online marketing blogger and proprietor of The Sales Lion, an online marketing consulting company.
We’re so deeply concerned about how many Facebook “Likes” and Twitter “Followers” we may or may not have accumulated through our social marketing efforts. But Marcus makes a powerful point that we might just be missing the real issue: What does that really mean in terms of actual readership? And more importantly, how does it translate to bottom-line sales?
“…all the content and blog posts in the world don’t mean squat unless they are leading to more trust, leads, and ultimately paying customers.”
He further states that first impressions in social media don’t mean much. He compares the “Likes” and “Follows” with one of his clients to actual readership and sales performance. The difference between the Facebook/Twitter/Google+ activity and actual tracked sales was remarkable. There were only 22 total social media “hits” related to his 8 posted articles. One would think that his online marketing effort was a bust.
Bankable results
But check out the actual “rubber-meets-the-road” results:
210,762 page views
2,471 inbound links
$2 million in sales directly attributed to those 8 articles
That’s just insane!
Makes you step back and reassess just how you go about your online marketing, doesn’t it?
What? Can’t possibly be! But that concept is exactly what inspired Steve Jobs and Apple at their lowest ebb. In the mid 80s, Jobs lost a power struggle with the board of directors and left the company. He returned to skipper the firm in the mid-90s, but was strapped with a company that was only a tepid niche player in the market. Apple had but a tiny share of the competitive pie and was saddled with a hodgepodge product line.
So what to do? Well, Steve Jobs being Steve Jobs, he took the unbeaten path. In his genius, he realized it was futile to win by “out-claiming” the competition… touting faster processor speeds, more memory, etc. That would bring incremental gains at best. If Apple was to survive, he needed to outflank the competition.
Who are you? What are you about?
Anyone who sells needs to watch the video below. Jobs explains how he was going to accomplish Apple’s success. He believed that one of the best marketing efforts “the universe has ever seen” was Nike. He points out that in the most basic terms, Nike sells shoes. But they never really “sell” shoes. You don’t typically hear them comparing features or technologies with the competition. Their entire marketing push focuses on great athletes and accomplishments. Jobs says of Nike, “That’s who they are… that’s what they’re about.” Brilliant.
And so that inspiration was an epiphany for Jobs and triggered Apple’s mercurial rise and rightful place in history.
The moral of this story?
You do yourself more good by exhibiting a genuine passion for what you and your organization represent instead of trying to become a pitchman (or pitchwoman) for products. That’s true whether you sell nutritionals, real estate or cosmetics. Your products will get their moment in the sun once your prospects and customers believe in you and your company.
Social media as a marketing tool can be über powerful when used the right way. There are billions of users on the Big Three – Facebook, YouTube and Twitter. In fact, Facebook claims 800 million all by themselves! But as with any tool, you have to know how to use it properly. It wouldn’t be cool to give a 4-year-old a nail gun. Not only would the project never get done, it would have disastrous consequences.
Here are ten things to avoid when launching your social media strategy:
#1 Confuse your audience
Consistency is king when it comes to establishing and maintaining a brand. Toe the line. Avoid tangential messaging. Make sure you’re sticking to the core of what you and your products/services are all about. If you constantly switch your value proposition from message to message, you confuse everyone. Including yourself. So when you post to Facebook or tweet on Twitter, make sure your message always honors and supports what makes you unique.
#2 Sell! sell! sell!
I know it’s irresistible, but don’t use social media to pitch your products or services. You run the risk of turning your audience off in a major way. The social universe is totally unique from traditional advertising and marketing. People are looking for help, not a sales pitch. And if you can be helpful in that process, you come off looking pretty darn good. Give them useful information that covertly supports your brand. Trigger conversations around your expertise and knowledge.
#3 Share frivolous information
Nobody cares what you had for dinner last night, what you think about the latest movie or your busy travel itinerary. Remember, stay on track! Promote what you and your brand is all about. That way you will enjoy a following of folks who share like interests and will come back for more.
#4 Don’t listen
We’ve all been at a party and met someone who only talked about themselves. You tune out in seconds. Don’t be that person online. Listen to others. Strike up conversations. Engage. Ask questions. Comment. Respond. You get the point.
#5 Ignore your audience
This relates to #4. If you think you’re in this all by yourself, you surely will be! You need followers that share your interests. So dig in, find out what’s out there and respond to it. If you don’t, your audience will be ignoring you – big time.
#6 Avoid negative comments
Not all comments will be endearing. But the last thing you want to do is avoid or delete them. Address issues straight up. Social media is all about transparency and authenticity. If their concerns are legit, absorb them and perhaps even change something to make things better. Don’t hide. Your audience will forgive you if you take their comments seriously, apologize and act upon them.
#7 Keep your passion in check
If you exhibit excitement and passion about your brand, your audience will too. It sort of rubs off through osmosis. Think of it this way: If the CEO of a company shows no passion for the company, neither will his employees. No forward motion.
#8 Expect instant results
Unless you’re offering a free Ferrari to everybody who “Likes” your Facebook page, social media is a slow, steady build. You need to know that going in. Stay the course. Steady as she goes. And you will slowly start to realize a robust following.
#9 Ignore your competition
To be a player, you must keep an ear to the ground. See what others are doing and learn from it. That doesn’t mean you slam your competition. Just know what they’re up to so you can make critical course corrections.
#10 Pretend to be who you aren’t
Speak to subjects you know and actually have something useful (and genuine) to offer. I’ve been in many situations where someone is spouting off the top of their head. It’s very easy to spot and I quickly label them as phony.
So there you have it. These are rules to live by in the social media universe. Avoid them at all costs and you’ll be rewarded with mucho success.
Personalized service can make or break a sale. Think about it, when you get that special attention at a retail store, you’re more likely to buy. We all react positively when we’re given special treatment. And that means higher sales and happier customers. Here are a few thoughts from leaders in the industry:
Personal attention for party plan consultants
Jennifer Fong, a noted corporate social media consultant, speaker and consultant for the direct selling industry, offers a few great tips for improving your party orders and re-orders:
Call each guest by name at the party. Use whatever memory technique you need to so that you remember everyone’s name.
Call each guest once they’ve received their order to make sure they are satisfied, and to find out if they have any questions.
Write thank you cards.
Offer little “extras” when people shop with you. One of my favorite consultants always sends me a little something extra when I place an order with her…a product sample, something new to try. She has taken the time to understand the scents I like, my skin type, etc, and she keeps track of it. Now when I call her with my order, I tell her to just add one more product to the order to surprise me. Because I know she knows what I love, and she takes care of me.
Sabrina Coffin is an online success coach who works exclusively from home helping others succeed. She is a student in network marketing and follows the internet experts who have successfully built an empire from home. While she believes in using the power of the Internet to reach out, she also stresses personal interaction as a crucial component in building her network “community.” Here are a few suggestions:
Get your people plugged in.
Get to know them personally. Find out who they are, what makes them tick and their reason for wanting to work from home.
Ask them what their big dreams are for their future.
Ask for a photo of them with their family and hand it on your fridge with the rest of your family photos.
Have them attend your weekly training calls and publicly recognize their achievements.
Be an inspiration and encouragement at all times.
Communicate every couple of days to stay connected.
