I wrote ‘Tickle: Digital marketing for tech companies’ primarily about B2B companies because they have unique challenges in managing their reputations online and reaching business customers. Dr Ross Brennan was kind enough to write a foreword to the book which has now been included in the latest edition. I’ve also reproduced it here as a guest blog post. Enter Dr Ross Brennan…
One of my friends in New Zealand is a full on growth hacker. He’s done everything from affiliate marketing and pay-per-click to SEO and Adwords. I asked him for a few secret tricks to help promote my new book Tickle: Digital marketing for tech companies.
Growth hacking is the art of taking a practical, technical and analytical ‘hacker’ mindset towards marketing. I was expecting black-hat tricks and dodgy secrets, but his advice was surprisingly common sense. I’ve decided to share his advice here on the blog because so much of it is applicable to general business profile raising. According to this growth hacker, the best way to sell books is to build a professional reputation using good honest thought leadership and contributing value to the community.
We are in the middle of the biggest change in business communications since the printing press. The move to mobile email, video calling and social media has made business communications faster and potentially, more personal. When my first boss started his career they used to correspond by post which took a week to arrive. It was a big deal when the firm installed a Telex Machine (like a morse code typewriter) because the message was delivered on the same day that it was written. It’s now easier than ever before to give an important customer a small tickle to let them know that you’re thinking of them.
My new book on social media for tech companies is out now. It’s all about how to use social media to target bigger and bigger clients. Too many social media books just cover mass consumer advertising and teach companies how to spam everyone. This book is for successful professionals inside tech companies and other businesses that need to build real relationships with a decision-maker before closing the sale.
Social media is often the least respected part of the marketing mix. With an internet full of cat pictures and funny home videos it’s easy to see why social media isn’t taken seriously by business leaders. This is a dangerous mistake because digital communication is disrupting almost every industry. Part of the problem is that most books on social media aren’t rigorous enough to have serious business credibility in unsexy technology and B2B industries.
So, where is the best thinking on social media today? It turns out that it’s hidden in plain sight in the business literature on word-of-mouth, competitive strategy and innovation. I’m a bit of a business book geek and I’ve read literature about business and strategy since I was a teenager. I started on Tom Peters and soon discovered Peter Drucker and Michael Porter. Seth Godin was a revelation for me. These days I devour everything from Mitch Joel and Hugh Macleod.
Minimum Viable Knowledge is the amount of information that you need to know about a subject to operate effectively in that domain. Tim Ferriss is the master of how to achieve the minimum effective knowledge on any topic quickly, easily and elegantly.
Learning how to learn is one of the main things that makes a good business person into a great thinker. All the things that can hold back a natural strategist, become a strength once you can articulate and accelerate the way that you absorb and process information. Being a polymath is often considered a weakness until you become a credible specialist in being a generalist. Tim has created a robust system for something that a good Renaissance Man has always known: how to quickly learn just enough about something to be dangerous.
Too many social media professionals don’t understand how to market to a cynical business audience. They get lulled into a false sense of security because many B2B (business-to-business) sales look just like B2C (business-to-consumer) sales. After all, we’re all people. But really hardcore B2B marketing (to large, unsexy, enterprise clients) is a whole different ball game. Really serious businesses have long and complex sales-cycles involving multiple decision-makers and even a formal “business case” for your product.
A good B2B Social Media Book would have lots practical examples from unsexy industries and be grounded in rigorous business strategy. I’ve been working on the book to bring together the best of the marketing industry’s knowledge on enterprise scale B2B social media.
A lot of the techniques and tricks are simply a digital update of old-school sales tools from companies like IBM, Oracle, Cisco, Siemens and General Electric. B2B social media should be years ahead of B2C, because of the long-standing appreciation of the importance of personal relationships. But it’s not. Continue reading B2B Digital Marketing Book
I have wanted to write a business book ever since I first picked up Tom Peters’ obscure business classic ‘Liberation Management’ as a teenager. I’ve always loved the overlap between business and creativity. Maybe it’s the seductive idea that business (and life) might just be a little bit better if we could get our institutions to act just a little bit more like people.
I’ve been working in branding and social media for long enough now to have accumulated some good war stories. I’ve tried out most of the best social media marketing advice and seen what worked (and what didn’t). I’ve known for a while that I had something to say, but I haven’t been quite sure until now that I ‘had a book in me’.
I specialise in social media for brands and business, but Gary Vaynerchuk is the master of social media for individual entrepreneurs. He started as a baseball card collector and grew a multi million dollar wine business.
Gary’s presentation in 2008 at Web Expo 2.0 was a turning point in the discussion of social media in business. There are lots of other people who can give you advice about ‘how’ to use social media, but no one but Gary can tell you so forcefully ‘why’ to use social media.