When David Meerman Scott turned 50, he was bigger, he said.
He proved this by showing a roomful of people at the second general session at the FPA Annual Converence—BE Boston a picture of big 50-year-old him, and new fit 54-year-old him.
He changed his mindset, he said. That’s exactly what you have to do with marketing in real time utilizing social media.
1) Provide Great Content. Generate helpful blog posts and Tweet links. You may be concerned about regulations, but Meerman Scott gave the example of the CIA tweeting, so you shouldn’t have any excuse not to, too.
“Yes you have regulations, yes you have to be ethical, but that doesn’t mean you can’t communicate,” Meerman Scott said. One of the methods to communicate is something Meerman Scott calls “newsjacking,” which is the art of injecting your ideas into breaking news.
2) Connect With Your Markets Via Social Media. Align the way you sell with the way people buy. A good example of this is Donald Trump. Meerman Scott emphasized he wasn’t endorsing Trump politically, but said the man is “crushing it” in terms of social media connection.
For example, when Trump’s phone number was published by Gawker, instead of changing his number Trump changed his voicemail message to be a campaign tool, driving callers to his Twitter page and his campaign website.
Trump is leading in the polls, and it’s probably no coincidence that Trump has Tweeted 27,000 times.
Meerman Scott also emphasized following the “Sharing More than Selling Rule,” which is 85 percent of your activity on social media should be sharing and connecting, 10 percent should be original content and 5 percent or less should be promotional stuff.
3) Real Time Is Key. You should be operating in real time. Planners know about real time when it comes to markets and the news, but when it comes to marketing, they tend to look to past information to make plans for the future.
“If you’re spending all of your time in the past and the future, you’re not spending any time in right now,” Meerman Scott said. And that’s a problem because potential clients are looking for right now.
He used the CIA as an example here, too. The agency answers questions and interacts with its followers in real time, often making comical statements like, “No, we don’t know where Tupac is,” referring to the famous 90s rapper whose death involves numerous conspiracy theories that he is alive and well.
“If the CIA can do it, what’s you’re excuse,” for not doing it, Meerman Scott posed.
4) Bring Humanity to the Organization. Don’t ask your potential clients to first fill out a form before you give them access to your content. Make your content free and encourage followers to share it. Take a lesson from the Grateful Dead, who shared their music for free and were tremendously successful.
Also, don’t describe your firm in technical, hard-to-digest terms. Eliminate stock photos and hire a real photographer to take pictures of you and your firm.
5) Manage Your Fear. The best way to manage your fear is to change your mindset. Think of it in terms of fitness, Meerman Scott said, and be diligent and consistent.
“If you want to get fit and run around a stage like I do,” Meerman Scott said. “You can’t dabble, you have to truly become fit.”
Same thing with marketing and sales, he said.
For more on Meerman Scott, check out this recent Journal of Financial Planning article.
Journal of Financial Planning