A lot of negative stuff has been attributed to Twitter this week. Stephen Fry threatened to quit the platform after being called boring, Danyl on X Factor got likened to Hitler and, on a personal note, someone sent me a direct message asking me to Retweet something and saw their arse when I didn’t. And that’s just the stuff that came to my attention.

I like Twitter and I’ve got a lot from it (and continue to do so) but I do believe it’s success and the ease of which anyone can join and say anything will ultimate lead to it’s downfall. There’s no self-sensorship.

Although often pitted against Facebook as competition, I can’t see a long-term future for Twitter. If anything Twitter highlights everything that is wrong with user generated content.

Twitter content is in the general domain. Anyone can say anything and everyone can see it. At least Facebook works in a closed environment which offers a sense of self-policing.

Twitter users come in all shapes and sizes and some have a lot less to lose than others and ultimately, those people and their loose tongues will turn the tide of support for Twitter as a valid social platform.

I won’t stop using Twitter, and I won’t stop suggesting to certain clients that they get in the mix, but, I can see the way I use it change a lot. Less is more. Quality not quantity because yes, I do spout a lot of crap too.

Right, post to Blog then Tweet

The Beginning Of The End For Twitter? is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

I’ve often sat and watched one of the Sarah Beeny style shows on TV where she tries to guide a person through a property development project. Ultimately, it’s about turning a profit, but, more often than not, one of the participants will get emotionally involved in a detail such as fixtures and fittings. They forget why they are doing it in the first place and end up making less money than they could have.

It’s an interesting comparison to working with clients developing websites and how they sometimes get far too involved with the fixtures and fittings half way through a project. Often, in these instances, I end up getting just as frustrated as Sarah Beeny obviously does but I don’t have a camera to talk to on the side.

On a profit and loss sheet a website is theoretically a liability for most businesses – it’s a marketing cost – and I guess most finance departments and marketing budgeters would agree. But, wouldn’t it make much more sense to approach it as an asset and focus on the end goal?

Two main benefits as far as I can see:

1. Much more chance of a good return on the investment.
2. It may stop people buying inferior products and services by solely focussing on the initial cost.

Treating your website like an asset is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

I’m at an Alternative Ownership industry conference in Phuket (Thailand) at the moment hammering home to everyone I speak to who has a web problem that they must have a web strategy in place (or at the very least an idea of a strategy) for their digital marketing to be successful.

From this macro-level statement, people have a tendency to go straight to a specific detail with the starting point usually being the design. They’ve already got a website, they tell me. They have a web guy that does the design and updates (usually an IT guy).

I’m generalising of course, but it’s a common conversation.

And the same with email marketing….

The same with Twitter.

And, that’s why many organisations don’t think the web works.

My point is this. If you are having a problem. It’s for a reason. What you are doing obviously isn’t working. Find a web consultant who talks about value, lead generation and return on investment before he even mentions design… or words… or tech.

It may seem like an unnecessary cost but these guys should be able to generate you a tangible business value.

It’s all about the strategy is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

I am currently at AOCAP in Phuket, Thailand; a conference relating to alternative property ownership in Pacific Asia. We’re talking mixed resorts… Full Ownership, Hotels, Fractional Ownership and Timeshare.

It’s funny. I, like many European people (apparently), have negative connotations with Timeshare and to be honest, it’s a product that’s still not for me. Fractional Ownership, though… seems to be a good proposition that I can get my head around, especially after an interesting presentation today from Piers at Fractional Life about the rise of the Transumer.

The problem though, is one of image. In markets that go through exponential growth – and I include web development, SEO and online marketing in that – it takes a lot of effort (and money) to actually get across the concept in the first place in the marketing process:

1. Of the product, in the first instance.
2. Differentiators between your product and a similar (but different) product.

It would seem that the same issues that apply in the web industry exist in the fractional ownership industry too and I’d hazard a guess that we’re not alone.

Another big issue that has become apparent in my discussions with people is the need for new and effective ways to generate sales leads and an understanding of how to do it online…. which is why I am here talking.

Listening to the speeches so far, I feel like I am the curve ball here. The curve ball that needs to be thrown though.

Different industry, same marketing problems is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

Offering value-added services in the B2B service sector is pretty much a given these days. Many companies talk about their USP (unique selling proposition) but to be honest, how unique are they really?

The thing is, technology has changed the rules on value add. It’s easier to offer value add these days. Last years value-added service offering may well be a generic offering this year. I’ve seen a rapid change in the web industry ever since we bought a web agency in 2003.

• In the early days, our sales pitch was all about how we built compliant and accessible websites. These days, that’s a given.
• Then, it was about SEO. Again, today, the ground rules are pretty much laid out.
• Then, value added was all about creating articles and white papers… we’re now deluged with information.
• Next usability. Most agency are banging that drum these days too.
• More and more, the sales message I use, is becoming common place – results driven measurable marketing.

Two thoughts:

1. Just because people sell it, doesn’t mean they can deliver. This confuses customers who hear the same story but in a very different way, some paying over the odds for an inferior service. Perhaps case studies and testimonials need to get better?
2. We all need to continually strive to improve our value added sales proposition based on the things that people want or need right now.

Business is about being quick to adapt to change. How quick are you?

Improving your B2B value add proposition is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

I’ve been involved with playing on the web since my first 9,600 modem connection back in 1995. Over the subsequent 14 years I have seen a massive shift in the way websites are created and what a client perceives as important when they spend their marketing budget.

In the early days, it was a case of anything would do and it was the realm of the programmer. Then along came design, followed closely by marketing. Now? It’s a complete messy free-for-all.

If I am honest, I still think plenty of companies are misguided about where focus their money, but that’s a different conversation.

The recent global economic situation has accelerated this change and it continues to impact a lot of web design companies, large and small, and doesn’t exclude the freelancers community in web design and web coding. Basically, it’s getting too damn easy to do at the entry level so everyone is an ‘expert’.

I have iWeb on my Mac – I could use this to create a website. There are free services online that allow you to build a web presence. I could design a website in MS Word, save it as an image and get a cheap service (found online) to create the XHTML and CSS for me for next to nothing.

Web design and coding has become productised

Add to this the fact that the recession has left many people out-of-work and setting up their own little web design businesses and the ever-growing market of micro-businesses offering web design and the hobbyists and there is only one result -  a decreasing product value.

If you are a web freelancer in the UK, you may currently be chuckling that you can offer your services for (say) £30 per hour against an agency charging £80. But, you’ll soon realise three things very quickly.

1. You no doubt will spend a lot of your time trying to compete for the work in the first place – you can’t charge for that time. How much is your hourly charge worth then?
2. The guy like you in India, Russia, Croatia, etc. can do the same as you, but for a lot less money. In reality, they are probably a lot more hungry for the work.
3. The more cost-conscious your client-base become, the more the charges decrease.

Result: Supply and Demand combined dictate a low cost product.

What actually is the product?

Part of the problem is that the client can’t differentiate it. My agency is currently competing against a print copy shop for a website project and their price point is about half the cost of ours.

Can I explain to the client about SEO, effective web design and usability so that they will pay the extra or will they just concentrate on the outlay? Time will tell in this instance.

And, what happens when the same client turns around and tells you that they can buy the design off the shelf too? It’s already happening with cheap logo sites and web design templates. SEO as well. And don’t even get me started on the noise within the DIY social media circus.

Client Chasm

What I see happening at a generalized level is a great divide. (This is a short-term view as I think that’s all that I can get away with at the rate of change.)

Larger clients (with budget) will always see the value in paying for experts who offer value. They will understand that a website is a sustainable marketing asset.

The medium-sized companies (by medium I mean £50k – £5m revenue) will move into the SME process of buying off-the-shelf solutions, cutting corners because the perceived value doesn’t compute other than as a liability on a profit and loss sheet. ie. “It costs how much?”

(A friend of mine has recently been applying for marketing positions. Some are asking for Quark and Illustrator expertise. Surely that’s design?)

As more of these medium-sized businesses look for cheaper and cheaper costs, there is going to be a great divide in the middle in terms of clients for web design agencies. The small stuff, or the big stuff. Freelancers and micro-businesses will either be competing with the very big boys, or lost in the mass of cheap suppliers and free stuff.

Don’t believe me? Ask yourself these quick questions…

• Have you ever lost a job to a client’s relative or friend?
• Have you ever been asked for a website for A LOT less than you would do it for?
• Have you seen prices falling for your services?
• Finally… take a look at MrSite or Squarespace or RapidWeaver and wonder at how they are actually ‘good enough’ solutions for a smaller business on a budget.

The changing landscape of the web design industry is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

We held an event at The Escape this week with Daryll Scott of Noggin, based on some of the NLP principles and how they can be leveraged for a more successful business interaction. The workshop brought to my attention a pattern I have got myself into with sales pitches, in that I keep banging a drum that is too generic based on what I think is important a good website.

What do I mean by this? Even though I think things like content and ROI on spend are important, for others, it’s simply a case of ‘how it looks’. A phrase that remains with me from the session is “What’s important to you about…”

As simple as it sounds, isn’t it easy how these things can get overlooked? I know it has been for me on this subject. What if, after developing rapport, I could establish what exactly is important about their project and stick to those points?

A good example during the day was comment someone mentioned about a recent purchase of a kitchen and how she is miffed she could not remember the cost of all the bits that made up the kitchen. After a bit of scrutiny, it turned out it wasn’t really that important-a-factor for her in the scheme of things.

Don’t get me wrong, I can (and do) convert business. But how much more potent could I be if I could develop even more flexibility in my approach?

That said, I do have a caveat. I will still continue to refuse a web project if I think (and who am I to judge?) that the things the prospect wants to focus on is not money not-well-spent in terms of the project as a whole and their marketing spend: For me, marketing spend is about measurable return.

I could take the low road and accept every project whatever the request, after all, it’s not my money, but I personally believe that you won’t build a quality reputation this way.

Anyway, back to my point. I have just been looking at a website for a project that we lost out on a pitch to and it turned out to be a good looking website with all the right bits in the right place. But, the key aspect of the website – good clear content and basic SEO – has been overlooked in my opinion.

Is it still a nice website? Yes. Is the client happy? No doubt. Did I potentially lose the pitch due to my lack of flexibility in my sales approach…. I am guessing yes.

Nobody’s perfect But, the key is to continually learn.

Pitching The Wrong Thing… As If It Matters is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

The great thing that Derren Brown manages to do is create intrigue. This is obviously the job of an illusionist but it’s a tough job these days, the world has changed.

When I was a kid, I remember David Copperfield and Paul Daniels and I remember hearing about the Magic Circle. In my mind this was a secret society where tricks were kept between a select group of people. But now we have the Internet. I can learn many of these old tricks easily if I want to. The funny thing is, whenever I have learned a card trick in the past, it always seems too simple – the shine disappears leaving me with an “is that it?” moment. I prefer the intrigue.

And, it’s hard to create intrigue these days. But, anyone one who can will no doubt create a bit of buzz – especially in the gossipy world of social media. Derren Brown’s latest series is doing just that. People around me are talking about it, conspiracy theories are abound, and people proclaim to ’see’ how he does it. Twitter is abuzz with Derren Brown links and comments.

Creating Distraction

Derren Brown is great at creating distraction that gives us all enough rope to hang ourselves in guessing how he does it. He says stuff… but not too much. He creates a platform for people to talk about him, and talk about him they do.

It’s a refreshing change really – that bit of intrigue. That we are somewhat left in the dark.

A marketing lesson perhaps? In a world where we are encouraged to be completely transparent, is there actually a place for a little more intrigue?

Derren Brown and Marketing Intrigue is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

Someone I know said something in the social space recently (not me for once) that got picked up and commented on – damaging a commercial relationship. Completely justified reaction – tails-between-legs time.

This has brought up three key issues for me to do with brands (and individuals) in the social space.

1. If you are going to say something – good or bad – you need to expect comeback. The stuff you write is findable and shareable.
2. If you ask for feedback, expect it – good or bad.
3. Actually, you will get people talking about you whether you ask or not.

Twitter is full of people chatting, many of whom are using it for business. Do not kid yourself that they do not, at a deep level, have an agenda.

I have an agenda - Profile raising for me within my industry and within my geographic area.

Don’t get me wrong, I have friendly conversations with people on Twitter, I give, receive and share information and links with people that I am engaged with. But we are not friends, we don’t go down the pub together or have dinner parties.

I’m sure that some people will pick up on my rants and use them for their advantage if the mood takes them. That’s the chance I have to take and needs to be managed by my on-line Twitter persona.

Multiple Personas

People like to say that you have to be “real”, whatever that means.  I’m a firm believer that we are all managed schizophrenics. The Craig that does Twitter, is not the Craig that sings songs with his 1 year old daughter, or the Craig that gets drunk and silly with friends he has known since childhood.

That is why is it so, so important to understand the medium of social media, and understand the consequences of what you say… and what people say about you.

Talking, asking, feedback and personas is a post from: Craig Killick, a marketing consultant in Hampshire, UK.

It’s funny how we can tell ourselves that people want (or need) what we are selling.

I have been promoting a scheme recently and telling everyone who will listen what a great deal it is. I personally would buy one of these ‘things’ as an individual.

But, there is also a company version of the product in question and the client suggested that I buy one recently. Suddenly, I could not justify the business case.

I sell marketing as part of my job. Everyone needs it right? Nope. Turns out, some small companies get along fine without a marketing strategy.

Ask yourself. If you had to pay to have what your company offers, at the prices you charge – would you?

If not… there could just be an reason to modify your sales pitch.

Kidding ourselves that people need what we have is a post from: Craig Killick, a marketing consultant in Hampshire, UK.