positive disruption by: Tom Martin | New Orleans based Social Media | B2B Digital Prospecting | Digital Strategy Agency

15 Reason You Should Buy The Invisible Sale TODAY

The week is finally here -- the official launch of my new book, The Invisible Sale and I want you to buy it TODAY! 

It's a small ask on my part -- but if you've enjoyed the information I share here or learned a thing or two that you've applied to your company or career -- then I'd ask you to help me out by buying the book. I'm going to keep providing a ton of free, helpful content here and in our Insight & Information and Painless Prospecting newsletters, but this one time I'd really appreciate if you'd trade a few dollars to get some of my best content ever.

Or if you live in Chicago, Milwaukee, Boston, New York City, Washington, DC, Atlanta, Nashville, Dallas, Austin or New Orleans -- attend one of the private happy hour parties to celebrate the book's launch. You'll get a copy of the book and I'll be there, so I can sign your book and we can talk shop -- over cocktails of course. Best of all, 50% of all ticket sales are donated to one of 10 worthy charities and we're even providing free food and in most of the cities your first drink is on me!

Click Here to grab a ticket to any of the #ivs4charity book tour events.

What You'll Learn In The Book

I wrote the book as a tool not a trophy. My goal was to make sure you learned at least one new idea, tip, trick or marketing hack in each chapter. Judging by the early reviews, folks are getting that and a whole lot more. But just to help you see if this book is right for you... here are 15 things you'll learn.

1. You'll get statistics to support the argument that buyers today are conducting research online versus calling your company for materials.
2. You'll find case studies from companies that are using digital tools today to grow sales and increase market share.
3. You'll get a strategic framework that you can replicate to leverage your content marketing efforts for improved sales conversions.
4. You'll learn how to create helping content that your prospect invites into their world.
5. You'll learn the principles of Social Selling so you can use LinkedIn, Twitter and Facebook to prospect and nurture leads without looking spammy.
6. You'll learn how to create Propinquity and why it should be the #1 goal of every sales and marketing program.
7. You'l learn how to create a strategically focused digital footprint designed to help you or your brand come into contact with prospective buyers.
8. You'll learn how to find and leverage the power of Social Agents to hear about sales opportunities you'd otherwise miss.
9. You'll learn how to create high quality video content on your own -- including tips from professional video producers and insight into the tools and applications you need.
10. You'll learn how to create better photographic assets, including advice on camera selection, mobile photography apps and tips for shooting better photographs.
11. You'll learn how to create more textual content -- blog posts, white papers, and ebooks... including content frameworks, apps and hacks to simplify the creation of text based content.
12. You'll find out why everyone is all excited about podcasting and how you can quickly and easily add podcasting to your marketing toolbox -- including practical advice and "how to" tips from professional podcasters.
13. You'll learn how to create recorded product demos and webinars, including suggested applications and approaches that work best.
14. You'll learn about how to use Cornerstones & Cobblestone as a content creation framework to simplify the content creation process helping you to produce and distribute more content without more people.
15. You'll learn how to convert inbound leads with Aikido Selling techniques specifically designed to close self-educating buyers.

How The Invisible Sale Is Different From Other Business Books

There are plenty of books on the market that tell you what you need to do and why you need to do it. But you need a book that doesn't just tell you what and why, you need a book that tells you how. You need a book that gives you a step-by-step blueprint to build and activate a digital prospecting program. And that book is The Invisible Sale -- a field guide to building a digitally powered marketing and sales system that will let you prospect while you sleep.

Recent Reviews of The Invisible Sale

Still not convinced - don't take my word for it. Here are what current readers are saying:

I loved the book as with each chapter you walk away thinking differently and sparking some ideas on how you can master the invisible sale. - Suzanne

Excellent book. I own a marketing company and some of trends and events that Tom talks about, I have experienced, but I thought they were anomalies. I'm realizing now that Tom has officially labeled this new type of marketing as the invisible sale. The radar is a great resource. I couldn't put the book down. - Erik

Related articles

The Invisible Sale

Forget the Funnel, Use the Sales Radar to Find the Invisible Sale

Use Content To Convert The Invisible Sale

Facebook As Point-of-Sale Marketing Tool

Companies continue to create ways to monetize Facebook fans. Today I found this one and thought it worthy of sharing with you.

On one hand, there is a huge hurdle -- your fans have to register with the company to set up payment and shipping details. So I'm thinking this is really only valuable for companies or brands that have multiple products and where their fans make multiple purchases from them over time.

Think music, shoes, clothes, or books.

The Benefit of Facebook as Point-of-Sale Marketing

Talk about your impulse purchase. Show your fans a big, beautiful hero shot of your product and they only have to comment "SOLD" in your Facebook comments to buy.

Now that's interesting.

You can check out the company over at Soldsie.

Give it a peek and then let me know what you think in the comments.

And if you're new here -- you might want to visit and subscribe to my new Digital Strategy Blog. Where I'm sharing helpful and insightful information on Content Marketing | Email Marketing | Mobile Marketing | B2B Digital Sales Prospecting Strategy & Tactics and of course, Digital Strategy. Come check it out.

 

 

Pinterest & Podcasts - Research

Have you switched your RSS or eMail sign-up to my new blog yet?

If not, you missed my latest posts:

• How To Use Pinterest For Ethnographic Research (one of the most popular posts at the new blog)
• Should My Company Be on Instagram or Pinterest  - based on user demos, you might be surprised
• The Art of B to B Sales Seduction -- if you're in the B2B Marketing or Sales world, you'll dig this one
• How To Use Social Media For Consumer Research - great stuff on using Google Hangouts
• Will 2013 Be The Year of The Podcast? - You be the judge, we give you the stats here

As you can see, I'm trying to pump out a lot of great stuff for you over at the new site, so why not check it out?

Converse Digital - Digital Strategy and B2B Sales Prospecting Strategy Blog

Once you get there, you'll see the Blog Sign Up and the Newsletter Sign-Up boxes... I think you'll like both.

Which Screen is Mobile? 1st, 2nd or 3rd?

So which is it?

If you agree with author Chuck Martin, it's the Third Screen -- also the title of his book.

If you favor my friend Tom Webster's view it's the First Screen and another well thought of thinker, Chris Brogan would agree. To him it's a mobile first kind of world. 

And with this year's Olympics, NBC considered the mobile (tablet actually) as their second screen strategy.

Now these are all very, very smart people and yet, they can't seem to agree on which screen mobile is -- first, second or third. So, which is it?

Ha, it was a trick question. The answer is, it doesn't matter. What matters is that it's imperative that your company understand the role that mobile should play in your marketing efforts. 

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The Only Screen That Matters

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Our job as marketers is to penetrate and persuade. So all of this talk about which screen comes first in a consumer's life is a bit off base.

As marketers, we don't need to worry about which screen is first, second or third in a consumer's life. We just need to worry about which screen is in front of them when they consume our content, advertising and communications. Because at that moment in time -- when they're consuming our message -- the only screen that matters is the one they're using. To succeed we have to be able to maximize the impact of the message on that screen.

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Screen Planning for Marketers

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If only it was as easy as "I'll create content for this screen or that screen" our jobs as modern day marketers would be so much simpler. But the hard truth is that today a consumer is likely consuming the same content on different devices.

Technology today allows us to start watching a movie on our TV (think Netflix for instance), then pick it back up on our phone for the train ride to work and maybe finish it up over lunch via our tablet -- all without ever missing a beat.

Printed content is worse. Laptop, iPad or mobile phone -- which device are you using to access my content? Is that the only device you've ever used? Will it be the only device you ever use?

Of course not. You'll access my content, your content and pretty much everyone's content on the most convenient screen available to you.

So we marketers have to develop multiple forms of content and marry that format to the screen the consumer is in front of at that very moment. We'll need technology that instantly determines a screen shift and contextually anticipates if and how the content or message should be reformatted based on the new screen/context situation.

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The Role of Context in Content

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You may be thinking to yourself, that's easy Tom. Technology can already do this. We can already determine which screen (mobile, tablet, computer, TV) a consumer is in front of when consuming our content.

And you'd be right. But what you're probably not considering is context.

If I'm reviewing your content on a mobile phone, why am I choosing that platform? Is it a form factor decsion? Is it indicative of physical context? Am I on the move or stationary? Am I in a deep information state of mind or a glance and go mode?

Consider that mindset/context versus the tablet screen. If I choose a tablet am I in lean forward or lean back mode? Am I going to consume more or less content than I would via my phone or a laptop or a TV. Am I in linear (entertain me) mode or non-linear (actively looking for specific content) mode? 

The screen choice may or may not (only time and audience tracking will tell) answer these questions. Likely we'll need real-time behavioral inputs from the device itself to aid us in formatting or reformatting the content instantly to deliver the optimum message/content consumption experience that will not only penatrate but persuade the consumer.

Today's technology means that context matters now more than ever. That 500 channel world we grew up reading about has been surpassed by a 5,000,000 channel world accessable anytime, anywhere.

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It's not about which screen is going to win.

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Every new screen threatens to replace the previous one. TV was going to kill off radio (a metephorical screen). Computers and the Internet were going to replace TV. Mobile is going to kill computer, etc., etc.

It's not about which screen is going to win because none of them are going to win. Consumers will do as they have always done. They will pick the channel/screen that is the most convenient tool to consume the content they wish to consume in the manner in which they wish to consume it.

Our job is going to be figuring out how to determine not only screen but context. We'll need to develop deeper consumer profiles that go beyond demographic and pscychograpic targeting to real-time behavioral mapping and content presentation customization if we want to win the screen wars of the future.

Are you ready?

Did you like that? Want some more? Click HERE to receive my blog posts by email - from my NEW blog.

Nordstrom Is Closed for Business

Have you ever heard of a retailer closing their store for 10 days to prepare for a sale?

Of course you haven't.... no retailer could afford to shut their doors for almost two whole weeks to prepare for a sale -- unless of course it's a Going Out of Business Sale.

But last night around 10p central time, that is exactly what Nordstom did.

Or did they?

When I went to the Nordstrom site this morning, I got this:

As you can see, the visual is strikingly similar to last night's, indicating that the screen my wife saw was not a fluke but a planned event.

BUT - notice the site ISN'T closed for business until the 20th as last night's screen shot suggested.

The site is simply pre-marketing an upcoming sale but the rest of the site works just fine.

But remember, my wife, and I'd argue anyone that saw last night's landing page thinks the site is down until July 20th.

So why should you care?

 

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The New Retail Marketing Landscape

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Actually, it's not just retail marketing, it's all marketing in my opinion. But we're quickly entering a new, third phase of the history of marketing.

In the beginning marketing was about interruption and it was advertising driven.

Then social media, Tivo and ad blocker software ushered in our current state of invitation marketing.

But with the advent of smartphones and now tablet computers, I believe we'll quickly move into an age of Propinquity Marketing marked by our ability and need to deliver contextually relevant messaging throughout each point in the purchase process.

Further, because today's untethered consumer is able to fulfill their need for instant shopping gratification, it's imperative that we're always available to them. That means not only 24/7/365 access via electronic stores but also, that those online retail locations are available in usable formats across all device sizes and formats.

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The Glance And Go Consumer

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My friend Tim Hayden likes to talk about the Glance and Go Consumer. How with mobile technology -- mostly the smartphone -- consumer information and gratification cycles are becoming increasingly ADD.

Thus, clarity of communication will become increasingly important. Function will overtake form as a driving design motivator and clarity of communication will begin to replace concept.

Marketing, at least at certain propinquity points, will morph from making the sale to helping the consumer make a buying decision. Marketing's role in the sales process will transition from push to pull and become more helpful and dare I say elegant.

It will be necessary if marketers wish to remain relevant because today's Glance and Go Consumer isn't going to stick around to figure out if your online retail store is really going to be closed for the next 10 days.

They're just going to pop over to your competitor, likely via a Google Search, and buy the same item from the competition -- which is exactly what my wife did.

So what do you think? Or more importantly, what do you think Nordstrom was thinking?

Let me know in the comments.

And if you'd like to learn more about Propinquity Marketing I'd be happy to chat. My company, Converse Digital can help you develop your Propinquity Marketing Strategy.

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How To Win An Ad Agency RFP Pitch

I wasn't always a Digital Strategy Advisor... no, before all the glam and faux internet fame (kidding) I was an Adman...in fact for most of my advertising career I was deeply involved with or responsible for business development.

I spent most of my days and unfortunately many of my nights in "pitch mode." And no, it's not like it is on AMC's The Pitch (it's worse).

And like many in the ad world -- I wrongly thought that if I and my pitch-mates could just be the Don... as in Don Draper -- the silver tongued devil that could cause clients to swoon our agency would win far more than we'd lose.

And I now know... I was wrong....very wrong.

NOTE THIS UPDATE TO POST: This post is actually an extension of my thoughts that I began over at Advertising Age -- you can see those thoughts (The 7 Deadly Sins Ad Agencies Make When Pitching New Business) over there. And yes, they edited my title... as you can see, I like mine better ;-)

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What Do Clients Look For In Ad Agencies?

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How did I come to this epiphany? Through the value of first hand experience. One of my clients asked me to set aside my digital advisory role and play pitch advisor for not one but two ad agency rfps.

They needed to hire a new creative agency and a new web agency. I was asked to advise on both RFPs and sit in on the final pitches and subsequent selection discussions.

Wow! Was that an eye opener.

What do clients look for? What were the things that helped one agency rise above the rest?

1. They want you to talk about them.
2. They want you to care deeply about them, their brand, their goals. It needs to feel personal.
3. They want you to get along. They have enough intracompany turmoil to deal with -- they don't want to add your internal squabbles to their plate.
4. They want you to be an explorer not just an expert.
5. They want you to craft a custom solution vs presenting a canned product.

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What Can Agencies Do To Stand Out in an RFP?

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Ok, so everything from here on in is totally my opinion and many of the points below could be considered idiosyncrasies of mine vs truth... you decide and if any client types are reading this... PLEASE CHIME IN!

First, don't tell me how much fun you had working on this RFP. Or for that matter how much fun you are to work with... it doesn't make you stand out -- everyone tells the client how much fun they had or what a fun idea this is... etc. It's not unique and it's not relevant.

Second, drop the "we like to have conversations vs presentations" line. Again, you're not the only one saying it. Also, no one means (or meant) it. Agencies would say that and then proceed to spend the next 40 minutes presenting from a Power Point. If you're using a Power Point then folks, by DEFINITION you're giving a presentation.

If you really want to have a conversation with a client, turn the damn computer projector off, sit down at the table and have a real conversation without bullet points, notes, slides, etc. Now THAT would be unique.

Third, please just give direct answers to direct questions. I once asked a client why they hired me... the lead partner (it was a law firm) said -- "you were the only person that gave direct answers to direct questions even when the answer wasn't necessarily in your best interest." 

And yes, I'm speaking to you account guy types... for the most part the creative types can sometimes be too direct ;-) but seriously... there is an overabundance of BS in the world and a serious lack of honesty -- be unique, be honest. Sure, it may cost you occasionally -- but based on what I experienced -- you'll win far more than you lose.

Fourth, make a case, don't give an opinion. When you leave the room and the client starts dissecting your presentation it won't matter what you thought, only what you proved. Remember, while this is a pitch to you, it's the client's life. It's not your money on the line... it's theirs and they'll make the decision accordingly.

Fifth an final thought... make them lean forward. Out of the nine presentations I watched only two or three were truly memorable and excited me about the possibilities. Only two or three were given by passionate, energetic people that made me WANT to listen. Guess what... two of the three agencies won and the third one was a close second. Coincidence? Me thinks not.

Oh and one more thing... if you're going last (which I know all agency folks want to be the last to pitch) you better bring it folks. And by bring it -- I mean bring your best, most engaging folks to pitch because by the end, the client is awfully tired and just wants to go get a cocktail. So if you're not going to make them want to lean forward, well you've likely lost before you started.

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So to you agency pitchmen and women -- I wish you the best of luck and I hope this post helps you win more than you lose.

3 Reasons Tablets Are The Future of Marketing

Is the tablet a better form factor for consuming all kinds of information on a single device?

Is it going to become the dominant long-form information consumption entry point?

I think it is.... and here's why.

I think within the next five years you're going to see tablets fuel an information convergence that will give marketers the opportunity to fully deploy Propinquity Marketing strategy and tactics.

I'm not talking about Minority Report shiny object cool stuff like digital out of home that changes messages based on your proximity -- I'm talking real Guerilla Insights -- the ability to create audience profiles that overlay click, demographic and lifestyle data with content consumption and psychological archetypes to give content marketers the key to the kingdom -- not just knowing WHAT kind of content a consumer is interested in receiving but HOW they are most likely going to want/process that information. And you'll be able to tie all of that back to a single tablet/person.

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Tablet Growth

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Source: Morgan Stanley Research

 

According to a recent Morgan Stanley Research Report, Tablets adoption is projected to grow at a rate significantly higher than mobile smart phones or cell phones did in their first five years.

These predictions coupled with the growing availability of free or low-cost wi-fi at restaurants, airports, shopping malls and other public places, set the stage for the untethered consumer to access, create and share all forms of conent anyplace and anytime.

 

 

 

 

 

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Tablets Are Built For Content Consumption

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Source: AlphaWise & Morgan Stanley Resarch

Man was not meant to type. It's an unnatural position and it's uncomfortable. According to that same Morgan Stanley Report, over 75% of consumer computer usage involves the consumption and/or sharing of content.

But let's face it -- computers kind of suck as content consumption platforms. It's just not comfortable to stare at a laptop or desktop screen and balancing a hot (and getting hotter as you use it) laptop on your lap while sitting in a chair or on the couch is well, less than desirable.

Oh and let's not forget batteries... because computers burn through their batteries far faster than a tablet, even a mobile laptop is still more tethered than a tablet.

 

Tablets are also the first electronic device that combines all of the form factors required for an optimum content consumption experience.

Tablest offer the consumer:

• Mobility – smaller and lighter form factors enable consumers to access computing resources and the Internet anywhere.  Preference for smaller, lighter devices make it more practical than PCs, and enhanced browsing capabilities of mobile tablets set them above smartphones in this category
• Connectivity – as noted above, consumers can access the increasing available public wi-fi, use mi-fi hotspots or the device's built in cellular data connectivity to enjoy "always on" internet access 
• OS innovation – tablets and smartphone interfaces are quickly finding their way into today's computers. Just look at the new MacBook's -- first it was trackpads and now you're seeing multi-gesture interface. Interacting with content on a tablet is intuitive and dare I say.... fun?
• Power-efficient processors – power is life. And the ability to use tablets for long durations in between charges creates a truly untethered consumer.
• Ideal form factor - large enought to hold with one hand but small and light enough to carry in a purse or briefcase, tablets bring together the screen real estate of a laptop with the mobility of a smartphone. 

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Tablets Are Familiar

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Familiarity fuels adoption. Humans don't like change and resist it. So the more something new feels like something old, like something we're used to, the better chance adoption has to take root. Tablets are the first form factor to really provide this opportunity.

Tablets allow content to be consumed in a familiar look, feel and manner. When I real my WSJ on my tablet, it looks a whole lot like the WSJ I used to get delivered to my doorstep. When I read a book on the tablet, I turn the pages the same way I turn the pages of a normal book. Magazines look and feel like magazines on an iPad -- only now they also contain video and audio to round out the information offering.

This familiarity combined with the ability of one device to provide you with ALL the forms of content in a form factor that doesn't require any "trade-off" on the part of the consumer sets the stage for a true content convergence. While yes, I can watch video on my smartphone or read a magazine or newspaper, I have to give up ease of consumption (screen size limitations) to receive the mobility benefit -- not true on tablets.

Thus, as all (or a great deal) of your information consumption, social media activity and even content creation/sharing activity centralizes on one, trackable device, we marketers will for the first time be able to create a detailed, layered snapshot of who the device owner is, what they like/dislike, and how they prefer to learn about things or interface with people/information (archetypes) and use that unique profile to target advertising, content and messaging.

Think about it....

 

photo By Johan Larsson

The Future of Social Media is Place & Product Not Platform

For a mobile friendly version click here:

If you're spending all of your time focusing on how to take advantage of Facebook's new Timeline feature, or the latest change in Twitter's Sponsored Tweets or how to leverage Pintrest for brands, might I suggest you STOP?

Why you might ask?

Because, in my opinion, the future of social media for brands and brand management doesn't so much live in the platform as it does in the product and place.

Of late, I'm seeing more and more mobile apps that combine place, product and review and comment. These apps are taking the conversation off the platform and placing it squarely on the product or place/event via the use of bar codes and geoinformation.

For instance, this is Open Label. The app bills itself as "the super fast way for people and organizations to keep each other informed about products. "

The app creators meant this to be a tool for consumers to create the largest database of crowdsourced, up to the minute product information in the world. 

Now think about that... if they're successful, their app, not Facebook or Twitter or Google Plus will become the "platform" for consumers to be motivated or demotivated to purchase.

And it's universal because it's based on bar codes -- those beloved black and white bar codes that we're all familiar with and that every product carries.

So if a brand's goal is to foster preference, love and purchase, apps like these and mobile smartphones in general - are going to make the effort far less about Facebook and more about true transparency in product quality, customer service and even things like geopolitical leanings.

Apps like this take the idea of the "Like" to an entirely different level.

 

 

 

 

 

But products will not be alone. Apps like Foursquare and Yelp, have already ushered in the idea of commenting on places and events and attaching those comments to a virtual bulletin board to be seen and used by those that will or may consider following behind us. 

Apps like Wallit want to house all of the conversations sourrounding physical spaces. According to the site 

Wallit is "the only way for you to “write on walls” at popular places and “start conversations” with the people who are "really" there.

This new breed of app is approaching the field of location based commenting slightly differently. First, only Wallit can create a Wall. That ensures that only official versions of a location wall exist.

Second, and really importantly I think, Wallit doesn't require the user to have an account or publicly identify themselves. So there is no personal information sharing going on here, which should encourage consumers to use/post.

It could also however, lead to haters just posting negative stuff because there are no consequences for the act... which brings about an entirely different host of challenges for brands.

Now unlike Open Label, Wallit does not seek to be an influencer app. There is no rating system or review encouragement like there is in Open Label. However, as the company seeks to monetize, one can only assume the enticement, curation and data mining of consumer comments will play a role.

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Why Is This The Future Of Social Media For Brands?

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I think this is the future because both apps, and the many others like them both available today and most certainly tomorrow, seek to provide utility. Utility is the reason a consumer generates directions to or calls a local business from a Yelp mobile app every second. And recent research suggests that consumers are using Foursquare as a memory device as much as a gaming platform.

Facebook, Twitter, etc., are the shiny objects of the day. And consumers are having fun with them at ever increasing rates. But like all new technologies, the bloom will come off the rose and what's left will be utility. And with application developers increasingly seeing the intersection of mobile smart phones and consumer purchase decisions -- we're going to see an increasing need for brands to understand how to listen to, engage in and influence these mobile oriented product and place based conversations.

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Feel like you need help navigating these new, uncharted digital conversation waters? Contact me for help.

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And if you liked this post, please feel free to share it with your crew or add to it by joining the conversation in the comments.

 

Will Brand Journalism Replace Public Relations?

There is a perfect storm brewing in the publishing world. A storm that is fundamentally altering how and where consumers interact with information and news.

Taken alone, each of the four key trends is interesting... but when viewed through a combined, interdependant lens, you quickly see that tomorrow's successful public relations agency needs to quickly adapt or die.

Follow @TomMartin

Brand Journalism, Content Marketing or whatever name you wish to give it is not a trend, or a fad. It's a new reality brought on by a Me Too media world combined with technological change occuring at an unprecedented pace.

In this 40 minutes presentation to the IABC Southern Regional Conference, I took the audience through each of the four trends and then brought them all together in the end to understand why, in my opinion, tomorrow's successful public relations strategy will absolutely include brand based journalism.

If you've got 2,400 seconds or so, I'd love for you to give it a listen and then let me know what you think about brand journalism, the future of public relations and the news industry.

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Related articles

• How To Create a Co-branded Content Marketing Strategy
• How to create an integrated marketing development process

How to create an integrated marketing development process

Have you recently been involved in any discussions around figuring out how to integrate social media marketing, digital marketing, and mobile marketing with your traditional advertising and public relations campaigns?

Is your company struggling with what needs to change in your integrated marketing planning process in order to develop truly integrated marketing campaigns?

Me too. 

Last month, I had a chance to suggest a few answers to these questions in a workshop -- Creating Integrated Marketing Programs. Below is the deck, along with a sync'd audio track.

I'd love for you to give it a listen/view and then let me know what you think. I'm pretty sure I probably missed a few things... maybe you could fill in the blanks and together we can both become a bit better at creating integrated marketing campaigns.

View more webinars from Converse Digital

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