Last month, both Forbes and USAToday ran stories on how social media isn’t working for small businesses. The Forbes piece was titled, “Why Small Businesses Are Losing On Social Media.” The USAToday piece was a bit stronger, “Study: Social Media a Bust for Small Businesses.”

Both were in response to a survey recently released from Manta revealing that most small businesses (over 60%) don’t see any return on investment (ROI) on their social-media activities. That bares repeating – most small businesses don’t see any return.

When I came up with the title for this I was not yet aware of any of this. As a business owner myself who’s done extensive research with years of direct personal experience with social media, I feel the need to share my perspective with fellow business owners trying to decide the best way to spend their marketing money.

The Problem With Social Media

The Manta study was not a surprise. Despite the social media hype, I know that many small business owners are having a hard time justifying the expense of a social media marketing effort – and for good reasons. For one, it’s hard to be certain what a social media marketing effort even means. Talk to four social media experts and there’s a good chance you’ll get four answers. Assuming you get an answer you like, it’s then hard to interpret the results.

Not a strong case for investing a ton of money, or time, in social media.

No one likes to be unclear about what they’re paying for and that’s especially true with small business owners. It’s hard to spend hundreds, or thousands, on something you can’t show or cleary explain to your spouse. While we know there’s no guarantee on ROI (Return on Invesment), we like to see what we’re paying for and have a good sense of its value.

You’d think things would be different from 100 years ago when John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If he were commenting today, referencing social media, it wouldn’t be, “Half the money I spend is wasted”, it’d be “60%.”

Social Media experts will argue that it’s not working for 60% of small business owners because they don’t truly understand it, they’re going about it wrong. They’re not working with the right people and they’re not giving it enough time. All of those things may be true, and all of those things can be said about all marketing.

While some liken social media, and social media experts, to the necessary evil of auto maintenance and auto mechanics, journalist B.J. Mendelson takes it a bit further. He calls social media BS. In his new book, “Social Media Is Bullshit,” Mendelson examines popular tales of social media “success” and reveals some unsettling truths behind the surface.

While I appreciate Mr. Mendelson’s perspective, it seems harsh. Anything that provides a platform to present our product, service or perspective to our target audience and potentially engage them, isn’t BS.

Confusing? Yes. Over-hyped? Probably.

However, Mr. Mendelson is right about one big BS aspect of social media: Facebook “Friends” and Twitter “Followers.” As we all now know, most Facebook Friends aren’t really friends and most Twitter Followers don’t follow. Adds Regina Hartt of Hartt’s Pool Plastering: “No amount of Facebook Likes is going to sway a prospective customer to spend 5 to 40k on a pool plastering job.”

So, that’s the problem I see with social media.

Even social media rock star, Gary Vaynerchuk, admits it’s a confusing landscape. I just returned from a Digital Summit where Vaynerchuk spoke and stated that “Marketing in 2013 has never been harder.” He then added, “But you have no choice. You have to do marketing.”

He’s right, we have to market. There just may be better ways to do it than with social media.

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1)   You Don’t Know What You Don’t Know.

While you might feel savvy after reading a couple marketing books or listening to a savvy marketing guru, it doesn’t compare to working with a qualified team or consultant with great experience and a great record. You simply don’t know what you don’t know, and if you do it yourself, what you don’t know will hurt you. Like having a tag-line that makes no sense, or sends a wrong message. Like pouring money into SEO or your website when the better focus is Content Marketing and improved organic search. Like not realizing you need video. Or having a self-produced video that’s so unprofessional it works against you. The list goes on.

2)   A Business Owner Can’t Be Objective.

Passionate business owners tend to be absorbed by their business—an advantage when it comes to DIY marketing, right? Not really. Effective marketing starts with an unbiased perspective. To be successful at marketing, business blemishes must be seen clearly. As a business owner you just don’t have that objectivity. If you read Ken Segall’s book Insanely Simple, about his working with Apple, you’ll read how Steve Jobs was proven wrong time and time again by his more objective and talented outside team who created some of the most iconic and successful marketing ever done.

3)   The Best Marketing Isn’t About A System or Formula.

As more small business owners attempt to save money by trying to do their own thing, more self-proclaimed marketing gurus are popping up on the Internet with their “Amazing Profit-Making Marketing” systems. They all sound amazing and they all claim amazing results. They even have amazing testimonials. But every business is different, and a cookie-cutter, systematic approach is not the most effective way to market a business or product. While an “Amazing Profit-Making Marketing System” sounds amazing, the ones making the most money from them are usually the ones getting you to spend money on them.

4)   Great Marketing Requires Talent.

Great marketing is part science, part art. Yet, the creative part often gets lost or diminished in this ever-advancing tech world. Focused, creative talent is the ingredient that helps communicate your message and persuade your prospects to buy. It’s not easy to find, but if you do it’ll make a huge difference.

5)   DIY  Doesn’t Really Save Money.

Because you’re not spending money on outside resources you might think you’re saving tons of money with a DIY approach. Just remember this…it’s not just what you spend, it’s what you spend and get back on what you spend.

Great marketing will get you back more, and sometimes significantly more, than what you spend. So, how do you get great marketing? You find and hire great marketing people, like Steve Jobs did, like Nike’s Phil Knight did, and like every successful business owner does. And, they didn’t just do it when they were big successful companies with huge marketing budgets. They did it from the very beginning of their companies, only months after they incorporated.

You also have to factor in what your time is worth. It’s not cheap. If you kept track of every minute you spent trying to do it yourself and applied a dollar value to that, you’d be surprised at the expense. Also realize that every expensive minute you spend fumbling with something you don’t do great is taking away valuable time and talent from something you do do great. That’s another expense.

To sum up I’ll end with a simple quote from someone who’s interviewed hundreds of small business owners and knows what it takes to be successful:

“Business success is all about finding the right outside service providers and using them wisely. You can’t do it all yourself.” — Anita Campbell, Founder of Small Business Trends

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The post 5 Reasons Why Do-it-Yourself Marketing Can Actually Hurt Your Business appeared first on Small Business Trends.

What’s contributed greatly to Apple’s success is great marketing. As most people know, Steve Jobs was a big believer in great, smart, creative marketing. It’s something he believed in from the very beginning of Apple.

Back in 1976 when Apple was just starting, Steve and his two partners had some big decisions to make. One, was about marketing. Unlike other startups and small businesses who see marketing as a questionable or unaffordable expense, Steve saw it as an important investment that was absolutely necessary to get the word out and grow the business – even with limited funds.

So, just months after incorporating, Jobs hired ad agency Regis McKenna. The agency designed Apple’s logo and handled all of Apple’s early advertising, marketing, and branding. Apple took off.

A few years later, after Regis was sold to Chiat/Day, Apple continued a close relationship with Chiat to produce some of the most brilliant advertising of all time. Steve Jobs will go down as one of the greatest marketers in history.  Yet he’d be the first to tell you that most of the credit belongs to the great advertising and marketing people he hired.

Because Steve was such a dynamic front man for Apple, it’s easy to think he deserves all the marketing and advertising credit. He was involved with all of it, and he had the final say, but he didn’t create it. Steve came up with the Apple name and that’s about it. The iconic “1984” and “Think Different” campaigns were created by the agency. The name “iMac” was created by the agency. All the advertising and marketing for the Mac, iMac, iPod, iPhone, including the brilliant “Mac vs PC” campaign was created by the agency.

And, what many people will find hard to believe is that some of the best marketing ideas for Apple were ones that Steve didn’t even like…at least initially.

Recently I had the opportunity to speak with adman Ken Segall who worked directly with Jobs for 12 years as his ad agency Creative Director. In Ken’s book, “Insanely Simple: The Obsession That Drives Apple’s Success,” he describes an episode with Steve in 1997 when Ken’s team was given the assignment to name the innovative, new, candy-colored Mac that Apple was about to introduce.

Steve informed them that the name that he had in mind was “MacMan” and they had two weeks to come up with something better. Confident that “MacMan” would not be hard to beat, Ken scheduled a meeting with Jobs the following week. At the meeting he presented a handful of names including “iMac.”

As Ken tells it, “Steve hated them all” and informed them that they now had one week to justify their jobs and come up with something better than “MacMan.” Not the reaction that Ken was expecting.

A week later, Ken and his team presented some new names, including “iMac” again, with stronger arguments as to why it was the best name. Listening to Ken’s strong conviction Steve paused thoughtfully and said something like, “Well, I still hate it. But, I hate it a little less this week.” The rest is history.

It’s a great story because while everyone knows the names iMac, iPod, iPhone, and iPad, few people know how close we came to MacMan, PodMan, PhoneMan, and PadMan. It’s also an important lesson in marketing and management. Because as smart as Steve Jobs was, he was also smart enough to know the areas where others knew more than him — like creative marketing.

It takes a certain amount of guts for any business owner to trust the ideas and direction of outside marketing experts, especially when there’s no guarantee those ideas will work. Steve obviously had the guts and trust in the people he hired. So did Ryan Blair — a small business owner who followed Apple’s example by creating a great product and investing early in the best people to get the word out. Ryan’s company, ViSalus, is now valued at over $600 million.

In a recent interview, Ryan was asked about his most valuable business lesson: “Hire the best possible people that money can buy.” Like Steve, Ryan had the guts and vision to choose that path even when he was a startup with little money – and even when he had to pay some people more than he paid himself.

While I’ve never worked with Steve Jobs, I and my partners, have had the pleasure of helping other savvy business owners like him. One was an ambitious young shoe designer who left his dad’s shoe business because his old school dad didn’t believe that spending money on marketing was a good investment.

That young man was Kenneth Cole. And what started as a few attention getting ads became the foundation for what is now one of the most successful fashion brands in the world. We’re happy to continue helping other savvy small business owners who, like Steve and Kenneth, understand the value of investing in smart, creative marketing.

So, I offer this piece to the business owners who still struggle with the idea of investing in high level, creative, marketing help. Apple makes the perfect case study. As a small business owner Steve Jobs understood that regardless of how great Apple’s products were, his business would fail if the marketing didn’t connect with, and emotionally resonate with, the regular people he was trying to reach.

Apple’s marketing success is the combination of great products, a relentless desire to tell the world about them, and Steve’s ability to find the right, talented people to help do that.

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I clearly recall one of my earliest job interviews sitting across the desk of the big boss of one of the best ad agencies in Chicago. “Why should I hire you?” he asked bluntly. “Because I’m determined to be the best” I quickly replied. I got the job.

My desire to be the best continued when I moved to New York three years later. Like an aspiring Olympian I knew that to be the best I had to compete with the best. New York was definitely more competitive than Chicago and on more than one occasion, I felt like giving up.

Yet, I stuck with it. After losing my job I began freelancing, got some good projects and eventually started my own agency. That led to some great work for some great clients which eventually led to winning several gold medals in the award shows. I’d finally won my gold.

The qualities that it takes to be best in the Olympics — dedication, talent, training, passion — are the same qualities that it takes to be the best at anything. And, to be successful in today’s competitive business environment, every business owner must seek out and get the help of those people – those who are truly the best at what they do.

Steve Jobs realized that 37 years ago while starting Apple. Anita Campbell, Founder of Small Business Trends, is someone who realizes it now.

When Anita and I spoke she told me that, while many business owners claim they can’t afford the best help or just can’t afford it “at the moment,” they won’t succeed if they don’t change that tune. As Steve Jobs did, Anita says those business need to view high-powered help as a wise, bigger-picture investment in their business.

Another person who understands that is Ryan Blair. Ryan is a former gang member who founded his first company at 21 and now owns a company, ViSalus, valued at over $600 million.

When asked about his most valuable business lesson, he answered:

“Hire the best possible people that money or equity can buy.”

Ryan goes on to say that he did this (as Jobs did) even when he was in start-up mode, and even when he had to pay some top talents more than he paid himself.

So, as you think about your own business situation and how you might make it more successful, maybe it’s time to ask yourself a simple question:

“Are you willing to pay for the best?”

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                          “Sorry, I just can’t afford it right now.”

No one likes hearing that.  In some cases it might be true. In most, however, it’s not.

What makes me say that? Just look around. Every day thousands of people will pay $5.00 for a coffee, $15,000 for an attorney, or $50,000 for a car. Because, whatever the cost, they’re convinced it’s worth it.

Why will a woman pay $300 for a handbag when she could find tons for a fraction of the price? Because, she’s convinced that the $300 bag is worth it. Even in the cases where the excuse is true, not being able to afford something hasn’t stopped 80% of Americans from buying it.

So, whenever a person says they can’t afford it, it usually means they just aren’t convinced of the value. Which means you have 3 options:

1.) Accept it.

2.) Try to convince them otherwise.

3.) Lower your price.

None are good options.  The best option is to get some professional help to figure out what can be done (now) to more effectively communicate the value and benefit of the product or service you offer.

Take the Macintosh computer, for example. There was a time when it didn’t exist. Steve Jobs and his advertising team had to figure out what they needed to say to convince people that the Mac was worth the money. The rest, as they say, is history.

The fact is, that having a great product is only part of the equation. You then have to make sure you’ve done what’s necessary to communicate those product benefits in a way that resonates with your target audience. It’s not an easy thing to do, which is why savvy people like Steve Jobs sought out the best people to help them. Even with all his marketing talents Steve was the first to admit that he was no marketing expert. It’s why he brought in marketing expert, Mike Markkula, while Apple was still making computers out of his garage.

It’s a good lesson for every small business owner who thinks they:

1.) Don’t need marketing help.

2.) Don’t see the value of paying for the right help.

So, before you react to prospects who say, “I just can’t afford it,” be sure you’re not saying the same thing.

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So, let’s begin:

 1.)  Poor LinkedIn Profile:  When checking out a person’s professional background and cred online, LinkedIn is often the first stop for me. It amazes me how little effort some people invest in it. To have good cred your profile has to present you in the best possible light. That means it needs to be filled out completely and accurately.

Many folks simply don’t know about all the bells and whistles (like videos, Slideshares, etc.) that they can use to spice up a profile. It also helps to have more than one or two testimonials. Need more? Then try giving more. And please, make sure your information is accurate, grammatically correct, and devoid of typos.

2.)  Bad Website:  When I say a “bad website” I mean a website that’s unprofessional. That means broken links, bad grammar, a lack of design, etc. One of the worst things you can do is point out the fact that you don’t have your act together with a lame, “Sorry, our new site is under construction. Come back soon.”

3.)  Inactive Blog:  Many folks start a blog with the best intentions only to lose steam after a year or two. So, when it’s the middle of summer and your last post talks about building a snowman, you’re gonna look bad. In fact, you’ll look bad even if the only obvious thing is that you haven’t posted in a few months.

Blogs are like plants, they need to be watered. If they aren’t, they’ll look bad and make you look bad.

4.)  No Facebook Business Page: Yea, I know they screwed up on their IPO, but that’s not a reason to ignore the power and influence of Facebook. The fact is that if you have a business, product, service, organization, etc. and you don’t have a dedicated page for it on Facebook – you just killed your credibility.  Not only should you have a page, but it should be as cool, engaging and informative as possible.

5.)  Unprofessional Behavior: Unprofessional behavior can take many forms online, from an embarrassing rant on a blog post, to an Anthony Weiner moment on Twitter. Be smart about what you do and say.

Remember, the Webis an exciting place. It’s also unforgiving. Be sure you learn the rules of engagement for every online platform you use and always keep your professional image in mind.

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To help with that G-cred, here are 9 things you can do:

1.)  A maxed-out LinkedIn profile:  Lots of folks have a LinkedIn profile, but few have a LinkedIn profile that’s fully completed for maximum impact. Is yours?

• Don’t just have a short job title, tell folks as much as possible in that title space. The more key words, the better.
• Have a bunch of recommendations? No? Then here’s a tip: If you want more recommendations, try giving some.
• Be sure you include all your website links and a Twitter feed.
• Is your profile Summary awesome? Is it filled with juicy keywords?
• Got videos or SlideShare presentations? Add them with the SlideShare app.
• If you want you can even display your reading list.
• Lastly, be sure your latest blog posts and Tweets are being displayed in your LinkedIn update feed.

A LinkedIn profile is usually one of the first things that comes up in an Internet search. Be sure you have a great one.

2.)  A blog:  It’s easier than ever to create a blog. Not only will it help with G-cred, it’ll help position you and your business as a leader in your field.

3.)  A great Facebook business page:  Your business won’t be taken seriously without one. It will also allow you to leverage the many social media benefits within the Facebook ecosystem.

4.)  A great website:  Nothing new about this.

5.)  Articles:  For the same reasons that a blog is good, published articles highlight your expertise. E-Zine Articles is one place to submit them.

6.)  Videos:  Studies continue show that video use is growing In fact, a recent Cisco study says, “video currently represents a quarter of the web’s traffic, but could be as high as 90% in only three years’ time.” Enough said.

7.)  Slideshare presentations:  Slideshare allows you to convert your PowerPoint presentations into an online post. And, it’s free. How cool is that?

8.)  Interviews & press:  Nothing helps your online cred better that third party endorsement. So, seek out every opportunity for it and, if you get some, be sure you have it posted.

9.)  A great email signature:   To be taken seriously all professionals should set up a professional email signature including relevant links to your site, LinkedIn profile, Twitter profile, etc. If you don’t have one, it’s an easy thing to set up.

While most of these can be done by yourself, some will definitely benefit from the perspective and active support of a marketing professional. So, don’t hesitate to ask for that help.

After all, there’s nothing more important than your professional credibility and if you don’t have Google credibility, you don’t have credibility.

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I was on the phone with this individual and when I mentioned the website issue, it was quickly shrugged off and they immediately launched into sales mode on the seminar. As this individual chattered away, I decided to conduct a search online for their name. Low and behold, three of the first four listings that come up were for an essential oils distributor. That was interesting. Also interesting to note was the fact that the only top 10 post that related to this individual was their LinkedIn profile.

It took me exactly 30 seconds to dismiss their credibility. And I felt sorry for anyone paying the $30 bucks to attend the seminar without doing a search first.

In 2005, I coined a term for this.  I call it “G-cred,” which amounts to Google credibility.  And you don’t need to be a marketing expert to pay attention to this. In 2009, Execunet reported that 86% of job recruiters relied on Internet searches to learn more about their job candidates. Today, that number is probably in the mid-90’s.

No one can afford bad “G-cred.”

When I talk to people about it and they say, in a resigned way, “My name is Mary Clark. There’s a gazillion people with that name.”  Does that mean that people won’t ever be doing a search on your name? It’s actually more of a reason to work on your G-cred. After all, do you really want the shoplifter Mary Clark, or the stripper Mary Clark, to precede you – the Mary Clark?

There are many ways to begin improving your G-cred. It’s called online content creation which simply means creating online content that, in some way, is associated with you in a positive way. It can be in the form of blog posts, online articles, presentations, memberships, press, videos, pictures, and social media channels like Facebook, LinkedIn, Twitter, MeetUp, and Pinterest.

The best, and easiest place to start is LinkedIn. If you haven’t done so already, set up your LinkedIn profile and make sure you’ve filled it out completely. There are many tutorials to explain how to do that. Then follow suit with others. If you enjoy writing, starting a blog is easier (and cheaper) than ever. That will help your G-cred in a big way. If you do, just make sure you write about the kind of things that you want to be identified with.

Start with these simple actions and before you know it you’ll have yourself some decent G-Cred – even if your name is Mary Clark.

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1.)  You Try to Do It Yourself

Yeah, I know, you’d get marketing help if you could trust it, or afford it. Yes, it’s true that many marketing firms are beyond the financial reach of many small businesses. However, if you truly believe in the benefits of smart marketing there are professional resources that your small business can afford. You just may have to invest the time to find and qualify them. And, the better you’re able to qualify them, the more you’ll be able to trust them.

One business owner who knew the value of investing in marketing expertise was Steve Jobs. Apple incorporated on January 3rd, 1977, and within the year was running ads created by an outside agency. Great, creative marketing has been a driving force behind Apple’s stellar success ever since. As the very wise Anita Campbell, Founder of Small Business Trends, says:

“Business success is all about finding the right outside service providers and using them wisely. You can’t do it all yourself.”

2.)  You Hire Marketing Help, But it’s the Wrong Marketing Help

Unfortunately, most small business owners don’t know what they don’t know, which makes it easy for them to be misled. It’s kind of a Catch 22. Because while they may be smart enough to know they’re not marketing experts, it’s very tough to be smart enough to know who is. Getting referrals helps, but it’s not enough. So, to know how to qualify marketing help here’s part one of a three-part series on it.

3.)  You Don’t Have a Realistic Definition of What Success Is

“Success” can mean a million different things to a million different people. Plus, every situation is different. For example, if you’re offering a coupon or running a sale it’s easier to define success than if you’re rebranding your business with an upgraded logo, tagline or website. Obviously, that doesn’t mean that an upgraded logo, tagline or website is any less important.

My point is that the idea of “success” is something to be discussed upfront. This is where an outside professional perspective will definitively help. Because not only will they know more about marketing than you, but they’ll also have a more objective perspective. And, that objectivity is key. Assuming you’re able to come to an agreement about what a successful effort might look like you’ll then be in a much better position to move forward with confidence and try to achieve it.

It’s unfortunate how often business owners and outside marketing resources move forward without doing this and then end up equally disgruntled.

It truly kills me to see frustrated and jaded business owners struggling because they’ve never figured out how to resolve their marketing issues. Hopefully, this will help.

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To recap the list from part one (of this three part series) titled “3 Ways to Qualify Marketing Help:”

• Google them.
• LinkedIn Profile.
• Website Bio.
• Find out how well they know Social Media.
• Results.
• The Work.

Now, for my final few:

7.) Awards and Press: This one can be a bit controversial because while awards can be a great litmus test for some, for others, not so much. The argument is that few award shows factor in “results” as a winning criteria. I can appreciate that argument. Also, if an agency is doing lots of boasting about their awards, it’s often a way of overcompensating for weaknesses in other areas. On the other hand, if someone has no awards, that’s not good either. So, seek a happy medium.

Press-worthy work is another good litmus test because great press can be a great, free, added benefit for you. So, find out if they’ve gotten any. If they have, are we talking the local Penny Saver, or The New York Times?

8.) Are they a respected industry thought leader? The more respected they are in their industry, the better the chance they’re truly good at what they do. How can you know? Do they get invited to speak? Do they get interviewed? Have the agency principals been published in the trades? Are they on Wikipedia?

9.) Do they make it easy to work together? This is one you might not have considered. The fact is that investing in marketing help is a scary proposition for most business owners, especially first-timers. A smart marketing resource will be aware of that and have an easy way to start the process and test the waters.

10.) Are they driven and truly passionate about their business? It’s one of the most important, yet most overlooked items on the list. If you’re passionate about your business you’ll want to work with someone equally passionate about theirs. Sometimes you can simply hear it in their voice or see it in their eyes. You can also tell by how they present themselves online. Does it feel inspired, or rudimentary?

11.) How well do they market themselves? This one almost seems dumb because you’d assume that any marketing firm looking to help you would be awesome at their own marketing. Not true and I’ve heard all the excuses: “Well, I guess I’m like the shoemaker with no shoes.”…. “Hey, I’m just way too busy with my clients.”… yada, yada, yada.

Don’t buy it. The last thing you want to do is to hire a marketing firm that sucks at marketing themselves.

To conclude I’ll repeat a last key point that I mentioned in my first post regarding referrals. Referrals are an obvious, logical way to find help and they often work out fine. I don’t list “getting referrals” as a qualifier because everyone already knows that. What they may not know — and what this series addresses — is that a referral is just a starting point.

I could probably add a couple more to this list, but if you follow these 11 guidelines you’ll be well on your way to finding the right, qualified, marketing help. This is the final installment of this three part series. Check out part two, “3 More Ways to Qualify Marketing Help.”

Good luck, and “Happy Qualifying.”

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