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Mary Schmidt Marketing Troubleshooter

Mary

Idea Pool

All Business is Personal.

Mary Schmidt

Nov 11, 2014

Regular readers know one of my pet peeves is “It’s not personal. It’s business.” Usually said (with a sneer) right before the knives go in…

I was reminded of this recently in what should have been a mundane meeting about (what I thought was) basic operational process.  *Yawn* Oh. wait. Voices started to rise. People stopped listening. Sighing. Huffing. The general level of angst in the room rose about two levels. Everyone had valid points…but…

So, what happened? Two things. People were

In Brain Food, Pet Peeves

Everything You Do IS Marketing: Cross-Training

Mary Schmidt

Nov 05, 2014

Lovely, high-gloss (expensive) brochures. Happy smiling faces on your web site. A rockin’ Facebook page.  Professional (expensive) advertising. Great signs. Terrific product packaging.

That’s all “marketing?” Right? Well, yes…but…

All of that can be a complete waste if the customer’s actual experience is disappointing.  Here’s a real-world, no-tech F2F experience I had just this week.

I do my best to buy local whenever possible—for everything from auto service to make-up and clothing.

In Marketing Troubleshooting, Pet Peeves

What Everyone Knows About Good Ol’ Email (or not)

Mary Schmidt

Oct 16, 2014

fireFrom Email Etiquette, Business 2 Community

Is email really the right communication method? Just because it’s the easiest doesn’t always mean it’s the best. Any major problem or issue is best resolved either face to face, or on the phone. If the person sits next to you or down the hall, get out of your chair and go talk to them. If you need to have the discussion captured in writing, send a follow-up note.

And haven’t we all sent flamers? In fact, back in my corporate days, there was

In Marketing Troubleshooting, Pet Peeves, Social Media Reality Checks, Web Bytes

Advertise with Google! It’s Simple! It’s Cheap! It’s Easy! (Not)

Mary Schmidt

Oct 09, 2014

...Well, it can be cheap, but it ain’t easy…

Recently, I once again heard “You only pay for what you get!” and “You can cancel any time!” and “You can adjust the ads as you go!”  Which is all well and good, but Google ads, like any other form of advertising, is both an art and a science.

And depending on what you pay and the ad text, you may never actually show up, at least not on the first page of search. It’s like the old-style ads—you pay for placement. 

As for the art and science….Two

In Marketing Troubleshooting, Pet Peeves, Web Bytes

Want To Be a Better Marketer? Write.

Mary Schmidt

Oct 07, 2014

As Ann Handley (MarketingProfs poobah and author of “Everybody Writes”) says, if you become a better writer, you become a better marketer. After all, marketing is truly (and only, when all is said, done, shouted, tweeted and texted) about effective communications. (Sorry, texting and tweeting isn’t writing. That said, it’s far more difficult to write short than long, as Mark Twain so famously noted. Which explains why there are so many terrible, boring tweets and texts. Try writing Haiku

In Marketing Troubleshooting, Pet Peeves, Social Media Reality Checks

Five Things “Everyone Knows” About Online Marketing (or not)

Mary Schmidt

Oct 06, 2014

(I’ve been working on a couple of projects that necessitates me visiting web sites—from small Mom & Pops to mega-corporations. *Sigh* How long have “we” been doing web sites now? And, yet, I’m always pleasantly surprised when I visit one that works.)

1. Make it as easy as possible for the customer to find information. And by information, I don’t mean go buy corporate marketing speak by the pound. What interests the customer? Why are they (you fervently hope) coming to your site? Cross link.

In Start-Up Sanity Checks, Marketing Troubleshooting, Pet Peeves, Social Media Reality Checks, Web Bytes

“It’s Hard To Be Human!”

Mary Schmidt

Sep 04, 2014

...said a friend at lunch the other day, with a laugh.  And, sure that sounds funny, but…

One of my biggest pet peeves is “It’s nothing personal. It’s business.”  In reality, EVERYTHING we do in business is, in fact, personal…because we are all—yup—humans.  And humans make decisions based on emotion, then find the logic to support the decisions. That goes for everything from buying shoes to hiring an employee.

You are, in fact, always marketing to a “consumer.”  The business buyer is using

In Marketing Troubleshooting, Pet Peeves

Start-Up Sanity Check for B2B Tech Ventures

Got a great idea? Are people telling you it’s crazy? Good! You’ve got to be a little insane to take that start-up leap – rather it’s out of your garage, the lab or a day job. I'll help you decide where and when to leap (and what to do when you land).

Investment: $500.00 (Why do I call it an investment? Two reasons: 1. If you’re willing to pay, that tells me you’re serious. 2. When you pay for advice, you’re more likely to value and use it.)

Drop me a line and we’ll see if we’re a good fit. If I can't help you, I’ll tell you (and if possible, tell you who can.)

Got funding? I work with one to three start-ups a year, on retainer (minimum of three months, maximum one year).

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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

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