Lime Relations

http://www.limerelations.com/

Background: Lime Relations is an online marketing service targeting small to medium clinics in the healthcare industry. 

Project: Create a mission statement that communicates Lime Relations' values, identity and goals.

While working at Victoria's Secret, I took the initiative to create and maintain a Facebook page exclusively for our store location. Our customers are highly active on social media sites--the Southlake Town Square is mostly high-end retailers and caters largely to an affluent, fashion-forward clientele. Within 3 months, the page had nearly 500 Likes and directly impacted customer satisfaction and the Southlake shopping experience. Highlights and objectives:

• Featured associates' product picks and advice, which motivated employees to increase product knowledge and take ownership of their respective categories
• Addressed differences between in-store and online prices, promotions and merchandise, which had frequently led to frustration and dissatisfaction from customers: Used Wall posts to inform local customers of upcoming sales and current promotions at the store level
• Created Events for extended promotions and major sales (Semi-Annual Sale, gift with purchase, Secret Rewards cards) to clearly communicate effective dates
• Posted reminders of upcoming deadlines to redeem coupons
• Different stores in the region carry different speciality lines. For example, the Southlake store carries the PINK MLB and NFL lines, but does not sell the PINK collegiate line or swimwear. Posted announcements regarding availability of specialty and limited-edition merchandise.
• Built strategic relationships by interacting with other retailers in the Southlake Town Square through social media. For example, during the hoilday formal season I mentioned a boutique specializing in high-end gowns and dresses, then connected it with Victoria's Secret's specialty undergarments and fashion fixes (wireless/halter/strapless bras and inserts/fashion tape/adhesive cups).

Q: Pinterest is the fastest growing social media site in history. However, many business-to-business organizations still do not incorporate Pinterest as part of their social media marketing plan. Does your business use Pinterest? If so, how? If not, why not?

A: Until Pinterest overcomes its reputation as a visual haven for creative women, it's of little use to any company with a predominantly male target market. I have doubts about its ability to inspire female consumers to buy, buy, buy. There's a strong orientation towards DIY / thrift / practical tips on things that people never would have pursued when they had a strong, steady income. Think about luxury goods -- you've got thousands of images of Chanel, yachts and expensive house wares juxtaposed against even MORE posts telling you how to knock them off. I'm just not convinced it's where the money's at -- unless you're a blogger / etsy seller / craft supplier.

Q: What kind of product photos work best for craft and hobby supplies? 

A: Provide multiple pictures of each product, including at least one shot against a solid white background. If you'd like, add a thin decorative border in a color that coordinates with the rest of your site. Nothing too fancy -- you don't want to draw focus from the product. For products with intricate details or patterns, provide the option to zoom in or include close ups. I think this will be especially important for your site in particular because fashion and textiles have a strong tactile element. Shoppers can't touch the products, so this is the next best thing. These must be high-resolution pics.

A styled/lifestyle image (like what you might find in a magazine) -- an artistic shot showing the product as part of a vignette-type setup. Buttons in a bowl, for example. Of all the images, this will be the one that creates the strongest emotional link. Show the product alongside other things that appeal to the target user. It's also useful because it gives the shopper a good idea about the size of the product relative to familiar objects.

One or two images showing how other customers used the item and the finished product (lace on a handmade blouse, buttons used in a crafting project, etc). You would need permission, of course, but most people love the opportunity to show off their handiwork. You could announce a call for submissions on the website, social media page, emails, invoices, etc. The popularity of Pinterest really highlights that people are hungry for inspiration and interested in what others are doing. In my opinion, seeing other customers' images of the item makes you seem more credible and trustworthy. It tells me that I don't have to be Martha Stewart to get beautiful results. You mentioned that you will be reshooting all images, which can take a while. In the meantime, you could start soliciting customer submissions and uploading them as they are received.

Q: What role might new film distribution and exhibition play in the increasing role of non-linear narrative?

A: Great question:

1. Intensified 'long tail' effect -- a sales shift from a relatively small number of hits (mainstream, blockbusters) to dozens or even hundreds of smaller niches and genres (the tail). With regards to your question, this shift opens the door for filmmakers whose vision doesn't include movies for the masses. As recently as a decade or so ago, it was efficient to just produce films that would appeal to the largest amount of people. And what did those people want? Linear narrative. Nothing cerebral, nothing vague. Now its possible to create and distribute movies successfully without courting the fickle masses. Nonlinear narrative will no longer be associated with weird, arty types. 
2. Better opportunities to engage viewers by allowing them to influence plot development and story lines. Remember the "Choose Your Own Adventure" book series? Something along the same lines. Depending on viewers input, the finished product could be either linear or nonlinear. This is something that can't translate to the big screen. A multi-million dollar Hollywood affair lacks the same flexibility. There's no dialogue between moviegoers and the movie makers -- too expensive and too much at stake. 
3. Less risk for niche filmmakers. The cost of distributing a film via a VOD service (Netflix, Amazon, Hulu, iTunes, etc) is far less prohibitive than the traditional distribution model. 
4. The opportunity to make and distribute films affordably opens up the playing field for people who are unable and/or unwilling to dedicate their entire lives to movie making -- people who are interested in the art as a hobby or side project.

Q: What are some of the best unique promotional items for giveaways and trade shows?

A: I really like the idea of handing out USB drives, pocket-size hand sanitizers (the clip-on spray form), sticky notes (matchbook size) and reusable bags. Perhaps a few unconventional options -- for some of these it might be necessary to put a sticker or label on the package rather than having it made to order at a higher price.

1. Small key ring with a light on it
2. An emery board or nail buffer (obviously wouldn't appeal to everyone, but they were always the first to go)
3. A single promotional credit from Amazon or iTunes - good for one song
4. Car air freshener -- the kind that hangs from the rearview mirror
5. Tiny photo frames
6. Colgate Wisps 
7. Small metal tins of breath mints
8. Pocket packs of Kleenex
9. Pocket mirror
10. Antibacterial wipes
11. Small microfiber cleaning cloths (perfect for tablet PC screens, mobile devices, etc)
12. Foil pack gum (4 or 5 pieces to a card)
13. Plain Chapstick
14. Packet of small trash bags for use in the car
15. Saving the best for last...FOOD! A lot of promo product companies offer small 1/2 ounce individually wrapped packets of things like trail mix, a few pieces of hard candy, single squares of chocolate, etc. They're surprisingly affordable.

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Q: What are the benefits of transcribing webinars?

A: A few of the most notable advantages include:

1. Better suited to mobile devices with smaller screens. It's easier to enlarge text than to squint at a tiny video with so-so definition.PDFs and text files are smaller than video files and can be sent and accessed without eating up too much bandwidth (for mobile users who have limited data plans)
2. No need to wear headphones or disturb others by listening to audio
3. Keywords in transcribed text can improve ranking on search engine results pages more effectively than image or video files
4. There is no need to download special plug ins or software to open transcribed text files (unless you are offering it as a PDF)
5. Unrelated to SEO, readers can quickly search for a keyword within the transcribed text -- there is no need to fast-forward and rewind and pause to find something.
6. Allows the audience to absorb data at their own pace and scan visually. Some prefer to pick out only the main ideas and become frustrated if they are forced to listen to redundant or irrelevant information.
7. Transcriptions can be printed out and distributed to anyone who requires a copy for review
8. Best practices support providing transcriptions for those who are hearing impaired
9. Eliminates confusion caused by poor recording audio and video quality

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Q: I have a contact who is the CEO of a large company. He is wanting to know how he can motivate his staff to be more responsible for their results. Anyone have any ideas how to help him? He's wanting to remain anonymous for now.

A: I mean absolutely no disrespect when I say that it's hard to envision a leader who is dedicated to improving motivation and accountability but prefers to remain anonymous in his search for answers. Whose performance is he interested in? Everyone else's? He holds what should be the most highly visible role in the organization--for better or worse. If employees aren't performing to standards, is it possible that they lack a role model?

I've led and I've followed (not a CEO yet, but I'll get there) and I've found that few things--incentives, ideas, changes--are as effective as the leadership of someone who shows passion and accountability that goes above and beyond. If he already works by these principles 100 percent, the questions become: Is he doing so visibly? Does he communicate this to employees? Is he leading by example?

Either way, I've come up with a few ideas--but they'll only work if he's willing to assume or increase personal responsibility.

1. Create self-guided and workshop-style learning opportunities in areas where improvement is most needed. Investing in employees' professional development demonstrates a willingness to meet in the middle in an effort to achieve the desired results. Continuing education, team-building exercises, cross-training, etc. Employees often find It difficult to stay motivated and work toward the company's "Greater Good" if they feel that they are not given the necessary tools and resources. I don't know what kind of budget he's working with, but it's certainly possible to support employees without investing a huge amount of money.
2. How does the organization handle internal communications and culture? Is there a newsletter or message board? Does the CEO contribute--in his own words--to these messages? If not, it's a good time to start. You mention that this is a large company; I think many would agree that sometimes the higher-ups remain mostly faceless and unseen--even in a mid-sized business. A newsletter is ideal for this purpose. Each issue should feature a brief message from the CEO front and center. This could include his insight, favorite quotes, personal vision for the company and anything else that establishes a connection and presents him as actively interested in the health and well-being of employees and the organization as a whole.
3. If all else fails, hold focus groups, discussions, surveys with employees. Who better to tell him what's lacking and what's working? Employee empowerment and allowing them to participate in key decisions (rewards, performance plans, etc.) is a proven means of increasing job satisfaction and motivation. Invest in them and performance improvements are likely to follow.

Q: How is SEO for Bing different from SEO for Google?

A: Bing generally takes longer to index websites once they have been submitted. The best way to increase your chances of having the site indexed more quickly on Bing is to update with 100% original / fresh content at least once daily, but no more than every 2 days. There are 3 main differences between the two:

1. Google doesn't give preference of any kind to Flash content. Bing will weigh it favorably in ranking a site.
2. Both Google and Bing will consider PageRank and top-level domains. However, Bing places more emphasis on top-level domains. So if you're optimizing for Bing, the best way to stand out is to cultivate back links from sites with more authority, if possible. Think .edu and .gov. Google emphasizes PageRank over top-level domains
3. 3. As far as back links go, Google crawlers favor quantity. Bing favors quality. For Bing, 'quality' links are either social media or sites with widely accepted authority on the specific subject matter.

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Q: What is the best way for channel managers to support Partner Marketing Enablement?

A: A few approaches stand out:

1. In 2010, Symantec launched two separate initiatives focused on small to medium sized businesses: Campaign Creator and Partner Support Center. CC offers partners resources to create co-branded marketing campaigns and tools for creating e-mail blasts. PSC extends access to Symantec's marketing tools, programs, events and enabling tools ("Symantec Unveils Marketing Programs for Channel Partners," 2010).
2. ConEdison Solutions created a knowledge information system that provided detailed data useful for identifying possible areas for passing along savings to partners' clients and access to data on energy trends ("ConEd Solutions Debuts Info Portal for Partners", 2010).
3. Acer created its Acer Channel Excellence program for partners above a set level of revenue; benefits include promotional registration support, product training and exclusive pricing ("Acer Rewards Committed Partners with New Program", 2009).
4. Jabra launched its WIN partner program in 2012, which grants 24/7 access to marketing materials and sales tools via its PartnerNet website. The thing I found most interesting about this particular initiative was that Jabra actually created three distinct levels (Registered, Silver and Gold) for partners based on their value to the company. It was the only program I saw that also provided exclusive website icons and certifications for partners, which were intended to communicate credibility and authority to partners' clients ("Jabra Launches New, Accessible Partner Program", 2012). It's my understanding that all of these programs are still in place, so they seem to be meeting expectations.

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Q: Are you truly a cross-platform brand if you do not have a smart TV or Internet TV app?

A: Cross-platform branding isn't just limited to video and television; the label also applies to publishers who offer both print and digital editions. So yes, it's possible. I agree with Al that we're not yet to a point where a brand must cater to smart TVs to be considered a successful cross-platform brand, and I also agree that we will get there eventually. Internet TV apps are more accessible right now and they're hot hot hot, but you're still looking at something like 65 percent of viewers who only watch TV programs on television sets. I'm curious to see how generational differences will affect the growth and adoption of smart TV vs. internet TV vs. traditional TV viewing, especially with the whole Baby Boomers vs. digital generation playing out. As for the brand itself, I see no reason why it must be global or even national to build a successful cross-platform strategy. True, it can be expensive to independently develop apps that work on all devices (or at least the most popular ones). It's an inelegant solution, but there's also the option to create rich media content and pitch it through apps that handle YouTube and Amazon and so on.

Q: Is it possible for a business marketing or design company to have a "target market"?

A: If the design company has the resources to work with clients on a national or global scale, a narrow focus is appropriate. The marketing industry is so fragmented that it's possible for the firm's specialty to be quite lucrative--even without the ability to snag lion's share of the market. Of course, this isn't an option for every company. Instead, I recommend marketing to businesses that are locally owned and operated, have only a few locations and do not receive any type of marketing support from a parent company--but only within a limited geographical area. A few thoughts on the second route (I'm assuming this is more relevant to your question than the first): 1. Play up the home field advantage. When creating your marketing materials and crafting your sales strategy, emphasize that your decision to focus on a smaller area has allowed you to develop a clear picture of the culture, values and demographics of the region. Independent businesses and owners often leverage their locale as part of their own strategies--use it to your advantage. 2. There will be clients who need more than neighborly gestures before signing on, and they may not respond well to marketing that positions the design firm as "up for anything". These are the businesses that don't want just "anything"--they want tailored solutions (which you are obviously capable of providing, but I mention this just because it relates to targeting) 3. A compromise might be a suitable temporary solution until you're ready to commit to "up for anything" or "up for most things". Look at the types of businesses in your target radius and identify the design/marketing services that are most likely to be attractive to each one (online, print, special events, catalogs) or you might identify companies with closely related cores (for example, physicians/chiropractors/cosmetic surgery clinics/med spas or salons/boutiques/consignment stores/tailors) and select a few core areas. If you. I definitely agree with Carl that it's in everyone's best interests to only work with clients who "match up" with your firm. The last thing you want to do--especially if you're operating locally--is sign on for something that simply can't be done. 

Q: Mobile app or mobile website?

A: A company with limited resources actually has three standalone options here: Develop a mobile app, optimize the existing website for viewing on mobile devices, or create a separate mobile website. When money isn't an issue, I hold the (unpopular) opinion that a mobile app is the best bet for a travel-related service provider. Since that's clearly not the case here, I recommend optimizing the existing site for mobile. Why?

1. Optimizing is the most affordable option. We're talking thousands of dollars cheaper than the other two routes.
2. Minimal maintenance required and could feasibly be handled by one or two hands-on people within the company--even if they don't have extensive website experience. (Creating an app? Not so much.)
3. No need to create multiple versions for different platforms (a challenge with apps)
4. The process of optimizing a site for mobile takes much less time than building a separate mobile site or developing an app Think of this approach as mobile marketing with training wheels. Tinker with design and content and take advantage of the ease of updating as the company learns more about the preferences of its target market. Finally, remember that as the business grows, so must the investment in its mobile marketing strategy. When the company is able to do so, its best course of action will depend on whether or not the majority of mobile browsers at that time are more capable of supporting rich HTML than they are now. If so, great. Fortify your mobile/optimized site with the best and brightest features for travelers and skip the app. If not, it's time to think more seriously about developing an app to add to your arsenal. When I look at the travel industry, I can come up with dozens of opportunities to add value to the relationship between companies and consumers. Right now apps are the most promising way to bring that functionality to the table, but it's not financially feasible for every business. Ultimately, it's the functionality--not the format--that should be the end goal.

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Q: Would you or your company refer a young executive to a life/career coach?

A: Other answerers' negative responses are insulting and sorely outdated--not to mention counterproductive--in a market where millions of professionals have the creativity, innovative thinking and passion to take businesses to the next level. Investing in their development is NOT a waste of time, it's an investment in the company. Wasting time and money is what happens when employees aren't granted access to resources that could improve their quality of life and work. And God help you if your competitors are willing to pick up the slack. All employees are expected to perform to the best of their abilities and in the most resourceful, productive way possible. It's disrespectful to offer them any less in return, and treating their development as a non-issue can cost the company dearly. Why on earth wouldn't a company want to do its part in creating talented, empowered, satisfied workers? Many of the most promising young professionals (impressive academic records, prestigious/marketable degrees, international internship experience) have cited the lack of access to mentoring, coaching and training as adversely impacting job satisfaction and overall sense of well-being. As a result, it's increasingly difficult to attract and retain them. Referring them to a personal/professional coach shows interest in building a long-term, mutually beneficial relationship. And it's not just young professionals who are facing this obstacle. These services would also appeal to older workers who are going back to school, switching careers and returning to the workforce to stave off financial hardship. These are major life events and impact every aspect of an individual's life and that of his or her family. Bringing up the subject of a life coach does approach sensitive territory, especially following a less-than-stellar performance review. Also, it might be difficult to identify whether poor performance is a result of an underlying domestic/personal problem or simply a bad attitude. Instead of pointedly referring an employee to a coach, it might be more tactful to communicate the availability of these services to all workers--in orientation materials for new hires, on bulletin boards, in newsletters etc

Q: What would your offsite SEO strategy look like if blog and news related backlinks were de-valued?

A: Since my preferred approach relies heavily on content strategy and cultivating relationships with bloggers, I'd definitely need to make some changes to stay in the game. I've had great success with 'content cameos' and enjoy the interaction with others, so I wouldn't abandon my current strategy entirely. That would be my first step--freeing up resources by cutting back on blogosphere engagement. My next step would be to refocus those resources to leverage expertise on social media sites, especially now that Bing has started incorporating more content from Quota into SERPs. I might amp up video marketing and start devoting more time to cultivating a stronger social media presence. There would also be an opportunity to become more active on social review sites and local directories, Yelp, etc. Like I said, backlinks and the blogosphere are the most significant proportion of my overall strategy, so cutting down in that area would free up a great deal of time...it could actually be quite productive.

Q: What would be your first tip to a business starting to use Twitter as a customer service channel?

A: Meet with the person(s) who will be responsible for maintains and monitoring the account. Establish clear boundaries for what is and what is not considered an acceptable response to both positive and negative feedback. The person responsible should have the proven ability to communicate in a professional tone. I share others' concerns that Twitter might not be the most appropriate forum for this function. A single incidence of poor customer service on a public forum can go viral in a heartbeat. There are more productive ways to use Twitter to engage your customers. You can still respond to your followers if they mention you, but I wouldn't recommend making Twitter the preferred point of contact for more detailed or elevated customer issues.

Q: How important is a great company logo?

A: It's not critical but it's certainly useful. Q: Which comes first: The logo or the love? A: The love. Some products and brands resonate more deeply with customers. In these cases, the logo identifies the brand but it also identifies members with a shared appreciation for the unique values and beliefs embodied in the brand. The thing that comes to my mind is the study in which researchers discovered that Apple devotees' brains light up in response to the sight of the beloved logo--the same response produced when people of faith view a symbol of their religion (cross, Star of David, etc). It's safe to assume that the features, benefits and reputation--not the design-friendly logo--are behind the brand lust. The logo is just the icing on the cake. When the brand/user relationship is more functional than emotional, an appealing, memorable logo serves to make the brand identifiable for reasons related to reputation, confidence and performance in the face of uncertainty. As for the design aspect of the logo, it doesn't have to be earth-shattering but it should be distinctive. Sure, it's only one aspect of the brand identity, but it's important to take advantage of it in an effort to set the company apart from its ever-increasing number of competitors

Q: Social media: Leave it to the 23-year-olds or let the veterans take the wheel?

A: I find it laughable that a company would compromise its own marketing strategy by resorting to ageism and disregarding those qualities that directly affect performance. It's insulting to take the position that veterans are incapable of learning to use social media, just as it's unfair to believe that a younger professional cannot appreciate and communicate the brand's values, culture and essence. Generalizations like this make it difficult for a company to realize the best possible results of its social media strategy. What qualities should the social media manager/coordinator possess? Here's a hint: Nothing to do with age. - Attention to detail, spelling and grammar - Willingness to learn new social media platforms - Understanding ROI and knowledge of social media analytics - Professionalism and communication skills (responding to positive and negative feedback in a public forum, engaging customers, offering timely responses) - Ability to create content that is interesting, fresh and relevant to the target market Everyone--vets and recent grads--benefits from at least a basic understanding of social media and how it affects the brand, and should be provided with a policy on social media usage and information on how their decisions can influence the company as a whole.

Q: Has the time come for LinkedIn, Facebook and other social media sites to stop expecting more users?

A: Absolutely not. Your question implies that social media and SMS usage will be viewed as mutually exclusive. Even if people are presently expressing greater interest in the quick and simple appeal of SMS, most recognize that it has its limitations and lacks the features and benefits that have made social media sites so popular. People will always want to share thoughts, events, images and videos, and social media makes it easy to do so. Someone who values multiple connections and more detailed interactions isn't likely to choose the option that limits them to 160 characters of text. That's part of the beauty of social media sites--you can share as much or as little as you'd like. Your observation that many people prefer to use text messaging over online messengers and group chats is accurate; I suspect this is because using these features is difficult on the small screen of most mobile devices. If this was the sole criterion for choosing one over the other, perhaps SMS would have a better chance of phasing out social media sites. Actually, the social media sites you've listed (as well as Twitter) have SMS capabilities and are available as mobile apps, so it's kind of a moot point. Social networking sites should continue to develop and improve the features that make them so appealing to existing users. They might also benefit from targeting prospective users/users with a preference for SMS and a) clearly communicating the site's text messaging functions, b) emphasizing the availability of the mobile app and c) considering more user-friendly, clean interfaces to appeal to users in a wider range of technical aptitude.

Q: What is the best way to promote your Fiverr gig?

A: Where Fiverr is concerned, I'm a big believer in the "see what your rivals are doing" approach. Without access to all your information, I can't go much into detail. If you have marketing experience, however, you should have no problem finding the specific promotional tactics that will work best for you if you use this approach: 1. Who are your competitors on the site? (Perform a search for SEO, site traffic, search engines, website visitors, search results, etc. and sort of rating) 2. Study the highest-ranked competitors. You'll likely find that most of them include video in listings and some of the most highly ranked ones offer express service. Make a list of their usernames. 3. Perform a Google search on competitors using the terms "[competitor's Fiverr username] + "Fiverr". (Don't perform a site-specific search, i.e. username site:www fiverr dot com) 4. This will bring up a list of everywhere your competitors are promoting across the web: discussion boards, blogs, social media pages, etc. Ordinarily I don't recommend competitor-stalking to define your own promotional strategy, but Fiverr is a unique model. I'm looking at these Fiverr SEO specialists with 10K - 20K completed gigs; you figure $5 a pop (minus fees) and that's pretty impressive. They're doing something right. Remember: Videos and Express services will help you to stand out. I've also noticed that a lot of these highly successful Fiverr users aren't actually including the acronym "SEO" in their gig titles. Fiverr hasn't gained a huge amount of traction in the professional services market; a lot of your business-oriented buyers might not have a clue what SEO is or even what it stands for. Shoot for more descriptive, non-technical terms when crafting your title. You could use "SEO" in the title, but not "search engine optimization". Think of keywords/phrases that a small business owner, blogger or independent professional might use instead of "SEO": - "improve search rankings" - "attract more visitors to your site", etc. 

Q: Any tips on using Twitter to target influencers of your product?

A: Start by using a combination of Net PromoterScore and your analytics tool of choice (Tweetstats, Mention Map, Topsy, etc) to identify influencers. You can then refine these results to locate influential users by geographic location and tailor your messages accordingly. Trends, lifestyles and climates (since we're talking about apparel) vary greatly from one to the next, and the last thing you want to do is approach key influencers with messages that aren't spot-on. Most influencers are well aware of their power over others and take pride in doing so. They're not going to pass your information to followers if it doesn't strike them as relevant and fresh. An exception might be the influencer who's seen as the go-to person for global fashion trends rather than one who focuses on regional trends or a single fashion aesthetic. Targeting the global fashion influencer gives you more room to experiment with different approaches (tone, multicultural, eclectic). I also highly recommend Klout. You can use it to identify and target users who are influencers in more specific areas. Since we're talking about fashion, examples of these specific areas could include runway and couture, summer fashions, labels, etc. You can't woo every single fashion guru out there but you'll need to make an effort to engage those who are best-suited to your brand and market. Find out if they regularly update a blog or website, then tweet links to entries that are relevant to your audience. Re-tweet messages from your chosen influencers. Do they use or mention your brand? Acknowledge and re-tweet. Do they post images of themselves wearing your label? Even better. Tweet away. Those are the things that worked well for me when I was working on a specialty lingerie line. Once I located the key influencers on Twitter, I contacted a few privately and through their blogs and arranged to send a sample. Within a few weeks, a few had appeared on Twitter with overwhelmingly positive response.

Q: Is LinkedIn a useful channel for B2C marketing?

A: While the LinkedIn community does include businesses, it also includes professionals who are consumers in their own right. The answer to your question depends on the types of products and services you plan to offer. Some rabid social media advocates swear that casual consumers are ready and willing to engage with brands on LinkedIn and that it can be used to market anything: Peanut butter. Ferret food. Marbles. I'm of the opinion that the LinkedIn environment doesn't lend itself to the charisma and casual tone that make people want to buy, buy, buy. Why not? Yes, there are many professionals on this site who are fans of one or all of these things, but how many of them view members of their networks as experts in these matters? I have immense respect for the community's expertise in areas like IT, human resources, and strategy, but if I want the latest and greatest in peanut butter, I'll visit Jif or Peter Pan's Facebook page because each one offers product-oriented information and the opportunity to see what thousands of other PB enthusiasts think. Unless, that is, you're marketing products or services that benefit either myself or my business. Let's say I've decided that I want nothing more in this world than to be a Marketing Director for the market leader in the peanut butter industry. The roles are reversed. I'll head to LinkedIn to track down other employees in the industry and look for professional products and services that can get me to that point. I certainly won't consult Facebook, where I'd have to slog through page after page of 'LOL' and 'WTF' and an ungodly number of half-naked college kids. So which is it that you're selling, Abbas? Peanut butter or professionalism? I've included links to a few articles that offer both sides of the debate. Hope this was helpful.

Q: I have a theory: in marketing and communications, BtoC companies innovate and pioneer, while BtoB organizations tend to lag & follow. Do you know of any studies or articles that support or refute this? 

A: You have to consider how the communication needs and preferences of the masses differ from those of the business-as-consumer. I believe many B2B companies are capable of innovating to meet the needs of their market, but that the B2B customer is relatively low-maintenance and is bound by more restrictions than is the B2C customer. The relationship between B2B companies and their customers often has a restrictive structure; many prefer to conduct business under the protection of a contractual obligation---often for many years at a time. Violating the contract in pursuit of greener pastures is not an option. Even if the B2B develops a groundbreaking means of engaging the business customer, the sole opportunity to make the sale may come only once a year, once every 5 years, and so on. In other words, you can build it but they're not going to come. At least not immediately. On the other hand, B2C customers can typically purchase whatever, whenever, and however they desire with the exception of financed big-ticket items like a car or home. Everything else is fair game: A consumer might buy Coke, Charmin and Gap jeans one week and Pepsi, Angel Soft and Abercrombie the next. The B2C company has a greater incentive to invest in innovative marketing and communications because each week is a new opportunity to trounce competitors and build market share. Of course, it also requires a considerable amount of effort to retain those customers from one week to the next. Next, consider the values of the typical B2B customer. There's little (if any) room for personal preferences and emotion in the purchasing decision. More often than not, business consumers' decisions are based on more practical qualities--cost, support and distribution needs. The opposite is true for the B2C company. Consumers' emotions, conspicuous consumption and social interactions play a larger role in purchasing decisions. There's an emphasis on the latest, greatest, hottest and most remarkable features, which requires marketing and communications tactics that can support these values. Obviously there are exceptions to the examples I've given and some may not agree. I've included links to a few peer-reviewed articles on the subject. Enjoy, and thanks for the great question!

Q: My book - Change or Die - The Business Process Improvement was recently released on Amazon. I wanted to some ideas how to generate sales and some magazines or journals that would do a book review. What do you think?

A: I see that Productivity Press is your publisher. Do they give you the option to publish in alternative formats, specifically an e-book? If so, would you consider offering both a hardcover and a lower-priced e-book version for sale on Amazon? When I look at Change or Die, it strikes me as something that could be of great use to small/independent/poorly performing companies that lack the financial resources to hire a consultant. A lower price point would be a huge draw for the budget-conscious B2B market, especially for those who are willing to dig in and get their hands dirty for the sake of improvement.

My recommendations and observations are offered on the assumption that engaging these buyers doesn't conflict with your strategy. If offering a digital version of COD is not an option, don't give up on e-books just yet. A well-written e-book can be used as an effective marketing tool as well. You could write a short (< 100 page) e-book and advertise it as a companion guide to your new book. When I look at your website, I see that you offer downloadable documents. Could some of that content be formatted as a free eBook and listed on Amazon? Even if you choose not to market it as a companion guide, you could still include content that is interesting and relevant to the target audience for COD or even Eink.

Why am I pushing for e-books?

1. Increases overall awareness of COD and Eink

2. Demonstrates authority and expertise 3. Positions COD and Eink as viable solutions for common obstacles and weaknesses

What challenges are you likely to face with this approach?

1. Including enough relevant and informative content to add value for readers without cannibalizing sales of COD

2. Communicating specific ways in which COD/Eink offers unique, superior solutions without appearing too subjective; the focus should be on solutions, not on sales copy.

Additional considerations

1. Think about your target audience: Aside from the need for BPI, what other issues or topics are interesting and relevant to their business? In the book, do you emphasize a specific industry or company size? If so, you could submit excerpts and requests for reviews to industry influencers' blogs and discussion forums.

2. Getting your book reviewed in a major print magazine is more difficult than ever, especially now that so many authors are self-published. I believe your best bet will be to make full use of social media. Would someone in your network be willing to upload a video review or interview and submit it to YouTube or Facebook business pages? You could also focus on business magazines that have a strong online presence. I'm partial to Success, Inc and My Business.

3. On your 'About the Author' Amazon profile, your biography mentions the Eink site very briefly near the end; readers must click "Read More" before it is visible. Maxine, he Eink website is informative, attractive and easy to navigate; it's a testament to your talents and professionalism and I believe that anyone who visits the site will recognize this and feel more confident in your ability to deliver high-quality content in the pages of COD. Best of luck to you, Maxine. Change or Die seems like a solid product capable of inspiring significant changes and improvements in readers' companies. I have also attached links related to eBook trends, Amazon reviews and a great business magazine site.