Kikabink News

Last Thursday I closed my Facebook account. No, it wasn’t out of protest against the new Facebook design… or because I don’t like my Facebook “friends”… or because I have anything against Facebook.

It was simply because… I just don’t use Facebook!

And rather than continue enduring that nagging thought, “I’ve gotta do something on Facebook to promote my business”… I realized I had fallen into the same trap so many Internet marketers fall into: thinking we need to do EVERYTHING to promote our businesses.

Having worked with both small Internet businesses and large corporate Internet marketing departments, I am yet to meet an individual OR an entire team that is able to pursue every single avenue for promoting their business, product or service. Everyone has limited time and resources. And with the Internet evolving all the time, it’s hard enough to stay on top of one aspect of Internet marketing, let alone several.

I’m not saying anything you probably haven’t heard before, but let this article serve as a gentle reminder: it’s better to do a few things really well, than do a lot of things half-baked. And just because you hear some guru preaching about how you MUST get involved in social networking… or blogging… or article marketing… or podcasting (see above!) or anything else… it doesn’t mean you have to at all.

Jay Abraham - a true marketing genius and guru in my opinion - wrote a book called “Getting The Most Out Of All You’ve Got” and that’s really what we should focus on as entrepreneurs. We should do what we can to get the best possible results based on what we have in terms of time, money, skills and other resources. This principle should guide us in deciding what we do in our businesses, and if that means stopping or cutting back on certain things - or closing a Facebook account we never use - so be it.

Of course, let me say that closing my Facebook account doesn’t mean I don’t see value in social networking. Or that you should do the same. It’s just not where I can get the most out of what I’ve got right now. You may find that it DOES work for you, while other things don’t.

P.S. One social network I AM loving at the moment is Imeem. Not sure about a business angle yet (if ever), but I just LOVE creating playlists and listening to music while I work. Check out my Imeem profile here: http://www.imeem.com/annaj/ I also use Twitter. You can follow my “occasionally regular” ramblings at http://www.twitter.com/annajohnson

Loyalty programs are big business in the offline world. If it’s not frequent flyer programs… it’s credit card points programs… or loyalty cards to be stamped, punched, swiped or signed. All designed to bring customers back into the store to buy more, and in so doing “buy” their loyalty.

I’m guessing that at least some of these are cost-effective. After all, why else would companies pour so much money into them. Then again, having worked in and with corporate marketing departments, cost-effectiveness is not always the number one priority.

So is a loyalty card - or the equivalent - something to consider for your online business? For example, you could introduce a points system where customers earn points each time they buy from you and get a discount or reward from you when they’ve accumulated a certain number of points.

I’m sure there are many more variations you can try too. But before you jump in, consider the argument against using a loyatly program.

In fact, consider the move made by Muffin Break, the biggest muffin franchise in Australia, to cease its loyalty card program of many years.

I don’t know why Muffin Break dumped its loyalty card… but I do know this: I’ve been a loyal Muffin Break customer for several years. (I have a penchant for their blueberry muffins!) Throughout that time, I’ve never bought muffins from Muffin Break because of their loyalty card. And there’s no question that I will continue buying their muffins without their loyalty card. To me, the card was simply a nice-to-have - an opportunity to get a free muffin every now and then.

You see, I am a true loyal customer. The kind of customer you really want - who buys from you week in, week out, because you offer a quality product that I love, not because of added incentives… or “bribes”. I won’t disappear because you no longer offer a loyalty card. I’ll only disappear if you fail to deliver a quality product or service at a reasonable price.

Maybe Muffin Break has realized that it’s best customers are just like me. And that if it continues delivering a quality product, it will continue to attract our business, and it’s revenues and profits will continue to grow… without the need for a loyalty card.

I’m not against loyalty cards per se. I think they have a place. Especially for start-up retailers. But a business that delivers a quality product and great customer service will get loyal customers anyway. It won’t need a loyalty card. And the corollary is this: no great business can afford to rely on a loyalty card for its customers. True, long-term loyalty is earned… it cannot be bought.

Again, I don’t know why Muffin Break dumped its loyalty card. I hope it was for the right reason: that if it focuses on delivering top quality muffins, it will please its customers without having to “bribe” them with a loyalty card.

So when it comes to your business, by all means consider how a loyalty program could work… but also consider the power of delivering quality products and services, and superb customer service, that generate true customer loyalty.

Think about any product or service category. There will generally be a number of distinguishable offerings - with varying characteristics, strengths and weaknesses - and then a raft of “me too” products or services.

Those “me too” products or services won’t be designed to offer anything unique or better than the market leading products. The only reason they exist is because their makers are driven by the quick buck. In other words, such products are designed to steal sales from the leading products.

Now, I actually don’t have a problem with the existence of me too products. Not in the sense that I believe in free enterprise and that, if someone hasn’t got the vision, ambition or originality to come up with something different and better, then let them create a “me too”.

But I do ask: what’s the point?

Okay, I get it: the point is to make money. But has anyone really built a substantial business by producing “me too” products? And, on a personal level, can you really look back in pride at what you’ve created… if it really hasn’t added any value to the world?

And when I see marketing departments busting their behinds and spending millions on advertising campaigns to sell “me too” products… only to struggle against the market leaders… wouldn’t that money be better invested in developing something that truly gives people something of value? Something that enables the company to lead the market?

In a free market economy there’s a place for “me too” products. But nothing beats creating something different and unique that truly enhances people’s lives.