The MarCom Strategist: A Free B2B Marketing E-Newsletter

May, 2010
Published by Dianna Huff
Volume 10, Number 5

Welcome!

For months now I've been mulling over how social media and the Internet have changed marketing as we know it. I find myself asking, "Does everything I do with regard to marketing have to directly result in leads? Do I have to calculate the ROI down to the last click for every video, blog post or Tweet?"

In an attempt to answer this question, I discuss Grasshopper's "Pancake Tuesday" video. It has absolutely nothing to do with leads, sales and ROI -- and yet it has everything to do with marketing. Enjoy!

Regards,

Dianna Huff

How Grasshopper Taught Me to Make Better Pancakes

Back in December, Grasshopper, the company the provides virtual phone systems to small businesses, posted a video on their blog that showed their team making and eating pancakes at one of their breakfast meetings.

I have thought about this video for months because on the surface, it has absolutely nothing to do with marketing or ROI or pushing virtual phone systems down people's throats.

Why would a company "waste" time posting a video like this when it's obvious it won't lead to sales?

The video also stayed in my head for another reason altogether: I learned how to make better pancakes.

It's a Sunday morning tradition at my house that I make my hungry teenage son pancakes, waffles or french toast (with real maple syrup that costs more per gallon than gasoline, thank you very much).

Whenever my son asked for chocolate chip pancakes, I groaned. I hated making them because I always burned them. It was while watching the Grasshopper video that I realized why: I was cooking them on the stove in a skillet one at a time -- which took forever -- so the skillet got too hot.

I asked for a griddle for my birthday and presto, I can now make multiple pancakes per batch. The griddle stays at an even heat and the pancakes don't burn.

My son is in heaven and has proclaimed that the griddle has changed his life.

I realized, after thinking about it for months, that by posting this video and others like it, Grasshopper has "opened the kimono" and has let customers, fans, influencers, and potential customers see into their company.

The video shows their sense of humor, how they work together, and their team camaraderie.

Wouldn't you love to do business with a company that's filled with people who are passionate about their jobs and helping you and your business succeed? I know I do!

Too often, however, companies get caught up in maintaining a certain "image." Management doesn't want to look "unprofessional," so they don't let those outside the company see how the company works on the inside (even though none of us has any control over this anymore).

Smaller companies don't want to post bios that show what the owners do in their off-time for fear they'll look too "mom and popish" while larger companies post pictures of people in their suits and ties. It's all rather stifling.

I say Kudos to Grasshopper for posting their pancake video. I like how they present themselves and what they stand for -- and if I were in the market for a virtual phone system, they would be the only company I would call. Why? Because I feel like I already know them.

What do you think? Should companies post more videos like this or are they not necessary? Do you think this video enhances or detracts from Grasshopper's professional image? Post your thoughts below.

How to Use Facebook for Business -- A free e-book from HubSpot

With Facebook gaining more traction, more companies are asking how to use the platform for business purposes.

However, judging by the questions I get when I give presentations, people are really confused about how to keep their personal and professional lives separate. (I know that has been one of my concerns.)

HubSpot has demystified this whole process with a fabulous e-book, "How to Use Facebook for Business." After reading this e-book, I now understand the difference between personal profile pages, Fan pages and Groups, how to set privacy settings, and how to promote a Fan page.

To download your copy, just visit the HubSpot site. (No registration required.)

Need Some Marketing Help But Don't Know Where to Start?

Based on the calls I receive on a regular basis, small business owners and marketers are on overwhelm.

• They don't know how to incorporate social media, or even if they should
• They want to use traditional marketing tactics like email or direct mail but don't know what works anymore
• And, oh yeah, they have fewer staff and resources and everything needs to be done now. Help!

If this describes you, then you may want to consider my new Marketing Opportunity Audit. Here's how it works:

Let's say you're thinking about doing a lead generation email campaign.

After talking with you about your campaign objectives and learning more about your company, I'll go through all of your marketing assets to determine how you can more effectively drive leads using what you already have.

I then deliver a full report that includes:

• Recommended changes to existing marketing assets (i.e. revamping an existing e-newsletter or blog)
• Ideas for developing new methods of attracting prospects (this is what my clients love best)
• A campaign strategy that's based on your goals, budget, existing resources, and timeline

You get a complete roadmap on how to proceed -- which helps ensure campaign success. Once the Audit is complete, you can either have me implement your campaign or do it yourself.

Either way, it's a win-win-win for you as you get my expert analysis of your marketing and how you can make it better.

To learn more, give me a call at 603-382-8093 or send email to info@dhcommunications.com.

“I engaged with Dianna to create a series of direct and email campaign(s) to our existing and previous clients, and targeted prospects. Dianna was extremely knowledgeable and provided guidance as to topic, content and strategy (including a social media effort). The campaigns were well written, relevant, and created the desired results. The project was well run, timely and communication was extremely effective. I look forward to working with Dianna on the next project.”

Werner Mansfeld
President
NetLine Corporation

Contact DH Communications

Telephone: 603-382-8093
Email: info@dhcommunications.com

Keep up with the latest B2B marketing news at Dianna Huff's B2B MarCom Writer Blog.