Direct marketing is traditionally through regular mail, phone, and even fax. E-mail is also a direct marketing channel. More and more, direct marketers are integrating the on-line direct marketing channels.
Last Thursday, I was invited to address the Direct Marketing Association of Long Island (DMALI) on the direct marketing opportunities available through Web 2.0, blogs, podcasts, on-line communities, etc.
It was a 1-hour seminar with me and Abe Mezrich of Didit.com.
The full seminar will be on Google Video soon. The first 10 minutes is below. I cite the latest Nielsen ratings for on-line communities and blog platforms.
Of course, the 60-minute audio-book WEB MARKETING 2.0 goes into more step-by-step detail!
It’s growing at an exponential rate: But I’ve found there is still a humongous part of the professional world — especially accountants and financial advisors — who aren’t into blogging & podcasting because they feel it doesn’t apply to them.
First of all, they don’t quite understand the technology - and that scares them. And then, these professionals rarely take part in such media (blogs, podcasts, on-line videos, communities). And when they do (like many those reading this), it’s a foreign experience. Hint: You’re supposed to leave a meaningful comment, and link back to your website.
Moreover, the vast majority of CPA’s, bookkeepers, tax professionals, investment advisors, insurance brokers, and financial planners don’t know if blogging & podcasting will bring more qualified prospects and referrals. They don’t know - and they’re afraid it won’t work….
Here’s how accountants & financial advisors can use “Web 2.0 social media” to market themselves better, even with all the compliance & ethics regulations.
On Friday, I was invited by a large financial services firm to address this question, in context of personal brand marketing. The full 42 minute session will be on Google Video shortly… a juicy 10-minute excerpt is now on YouTube:
I just finished working out, and eating while watching TV. Sometimes, life is simply great. The TV turned on to a local station replaying Wheel of Fortune… celebrity edition, no less. I think, “hey, why not?”
I already talk about the Wheel of Fortune game show to make another point (more on that later). And now, they’ve done it again:
The first category was “People” — not “people.” The category was branded with the People magazine logo and the phrase referenced what would be found inside People magazine. I wonder if People magazine paid for this “branded category.” No doubt it’s clever promo for the magazine. And it’s interesting to viewers and players of the show.
My point is not to herald Wheel of Fortune (tho I do)… rather, this instance reminds me of how innovative we can be once we view our clients as partners. Together everybody achieves more. Cooperate & grow.
How have you partnered with clients to market your practice(s) or to add greater value to your clients?
Tradeshows are an excellent opportunity to be in a room full of the people you want to meet. Ripped from the pages of my new book - more on that later - here are some do’s and don’ts:
1) If you’re gonna walk a show, DON’T sell to the vendors. At least grab their card and call ‘em later… reference that you stopped by their booth. Keep their booth clear so they can generate business: …a golden rule.
2) Set up during the time allotted: Many shows require you to set up the day before. Do so.. and network with the other vendors. Many small businesses set up their own booths. And it’s a great time to develop relationships in a laid-back atmosphere. But DON’T distract ‘em while they’re working. Or at least help out.
3) Sell knowledge products at your table: Record an audiobook, produce a booklet for sale, or create a DVD… turn your presence into a point-of-sale, and make money while marketing.
4) Collect every business card and/or e-mail contact info: Obviously follow-up with those who show interest. And the rest go on your e-newsletter database (hint: have one).
5) As a fellow vendor, meet’n'greet the other vendors. Often, they make great prospects… or at least referral buddies.
We’ll be at the NYC XPO on November 28th at Jacob Javits. Hope to network with you there.
Your personal brand icon is similar to a corporate logo… it is a summation of your purpose and values… in this case your personal brand character. It is mostly visual - style, gestures, accessories (though it can be a sound, i.e., words, tone, pitch, rhythm).
My crazy jackets brand me… what brands you… what are your “white wires”? Nowadays “professionalism” and “personality” is no longer an oxymoron!
A major component of personal branding is sharing your expertise through articles and columns. Last month, Financial Advisor publications debuted my “21st Century Marketing” column. And this week, Personal Branding magazine debuted my “Entrepreneurship Branding” column. (The publisher’s blog is linked on my blogroll on the side.)
Below is a quick video of Dan Schawbel, publisher of Personal Branding magazine, talking about it. BTW: Dan donates proceeds of the subscriptions to charity! I particularly like the video’s Spanish subtitles. While I can’t read them, I do like the broad appeal. (On a related note, I also write a business column for Dominican Times magazine, which is bi-lingual.)
what brands you… 
