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In the professional services world, dozens of businesses make the same lazy marketing mistake: They use commoditized statements to advertise their brand. “We have the best customer service.” “We offer the best value for the price” “We really care.” The marketing teams at these companies are so entrenched in the business that they forget to
During my social media training sessions, I like to spend a little bit of time talking about personal branding. “What does personal branding mean to you?” I ask my audience. …“Anyone?” …Crickets. That’s when they start to squirm. For many people, especially those working in legal, banking and other professional service industries, the idea of
I like to start many of my presentations by asking the audience for their reaction to this statement: Social media is more biological than mathematical. They immediately make the connection. “When you’re posting and interacting on social media, you are interacting with people,” they answer. You may have read a dozen “How To” articles about
Now that it’s possible to buy ‘likes’ by investing in paid reach on social media, some brands have almost completely abandoned their organic social media efforts. They’re focusing on optimizing their ads and targeting the right demographics, and they’re obsessed with the ROI of each like they receive. Anyone who has just run a major
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