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July 1, 2009

But how do I make money with Social Networking?

Filed under: Uncategorized — Tags: , , — Sandy @ 12:30 pm

 

During a marketing meeting with other business owners, we were discussing social networking. One of the members said we should invite someone to the group who could tell us how to make money with social networking.  I admit that I was mildly surprised by the comment. While making money is obviously the goal, Social Networking is not like the “outbound” marketing tactics of old.  It is not about taking out a newspaper, radio or TV ad, and not about hawking your wares to anyone who will listen. Just as in face-to-face networking groups, it is all about relationships.  It is far more subtle than direct sales, but many of us believe, ultimately far more likely to succeed.

Social networking is about making contacts, helping people, getting help and, maybe along the way, making some money.  Just letting people know what you do and how you do it might spark interest.  Answering questions about things you know about – even if they aren’t directly related to what you do – is also a good way to get known.  Being active on a network, commenting, encouraging, helping and just being a part of the conversation are all ways to let people know that you are someone who they might want to do business with. Or they may know someone else who needs what you have to offer. If they believe you are a “good guy” and know your stuff, referrals will come.

Building a network is more about quality contacts than quantity.  We all know those who wear the number of connections or “friends” they have like notches on their belts.  For example, I got a Twitter account to see how it all worked. Before I even figured out how to use it, I was being “followed” by several people I had never heard of.  When I looked at their profiles I noticed that their main function seemed to be to have a lot of people “follow” them.  They followed me because they wanted to add me to the list of people following them. Is this the way to build your network? Probably not. 

Is there money to be made with Social Networking?  Absolutely.  However, it is a different paradigm than direct marketing.  It is not about gathering an “audience” to hear your sales pitch. It is about gaining the trust of those in your network.  It is about giving as much as you get, about helping others succeed, while in the process succeeding yourself.  

 

 

June 28, 2009

Social Networking Link…

Filed under: Marketing — Tags: , , — Sandy @ 5:27 pm

Here is an article I found on the Inside CRM website on social media sites:  ”50 Social Sites That Every Business Needs a Presence on”  (Terrible grammar, but good article :)  http://www.insidecrm.com/features/50-social-sites-012808/

Social Network Marketing - Where to Start?

Filed under: Marketing — Tags: , , , , — Sandy @ 4:47 pm

 

I have been reading a lot about social network marketing (or maybe it’s social media marketing?)  However, it seems the more I look into it, the more I realize how much I don’t know.  I don’t even know what I don’t know.  And I fear that as soon as I get up to speed on one model another will rise up and take its place, leaving me in the wrong pew, if not the wrong church!  (From what I now hear, MySpace is losing ground to FaceBook. And I begin to wonder if both will lose out to Twitter.  And once I learn how to Tweet, will there be yet something new to learn?  I have to admit there probably will.)

However, while social networking grows and morphs and grows again, most business people would be foolish not to at least test the waters and get involved on some level.  The 180 million registered users on FaceBook and the 1.2 million unique visitors to Twitter are just too powerful to ignore.  And as a matter of fact, FaceBook and Twitter are just the beginning. Check out Wikipedia’s List of Social Networking Websites.

While I suggest beginning with the larger, popular sites, it is a good idea to investigate the more obscure “special interest” sites. Check out Yahoo and Google Groups. Doing a quick Internet Search for social networking sites in your industry or about your interest may also turn up some surprisingly good sites. 

Once you have checked out a few sites, it is time to join.  Joining most sites is free, easy and painless, and most offer tours to help you set up an account and navigate your way to becoming an active member of the group.

Once you are in, you may not want to start or join a conversation immediately.  In fact, it is probably very smart to just lurk for a while until you are comfortable with the process and see how others are acting on the site.  (You may decide to abandon one group in favor of another, and it will be easier to bow out if you haven’t gotten really involved.) Once you are comfortable, you can feel free to jump in – ask a question, answer one, thank someone for some good information or just put your “two cents” in.

The way to be a popular friend, follower or leader is to understand the rules of social networking. It is NOT a place for outright marketing.  Think of it as an open-ended conversation with everyone in the world (or almost).  As you get more comfortable, offer a solution to a problem, provide feedback, show appreciation for a good idea, or even ask for help. (And remember to add a link to your Website or blog as part of your signature.)

Using these sites as a business tool means that you will not only be following or “friending” family and close friends.  You should also follow:

§         Your network, both social and business – People you know; your cheerleaders.

§         Your competition – find out what they are doing and saying.

§         Your suppliers – learn what’s new, if they have specials, what problems they are having.

§         Your customers – start a two-way conversation. Find out what they think about you and your product or service. Help them to use your product more effectively (and the list goes on). Help with problems.  Listen and answer complaints. Engage with them!

§         Other people in your industry – not just your competition, but people in other roles. Learn from them; commiserate with them. What problems do you have in common? How they are solving them?

§         People who share your interests and views and people who don’t.

One caveat:  Don’t try to amass as many “friends” or “followers” as you can.  In most cases, quality is more important than quantity. Especially in business, you will come across as a more credible businessperson if you limit your contacts to people who have some relevance to who you are and what you do.

By following the rules, you may be surprised at how your business grows – you may also be surprised at how you grow as a person.  The biggest problem you may have is deciding when to turn the computer or your mobile phone off and take a walk or talk to someone face to face. 

 

May 3, 2009

Marketing without Money…

Filed under: Blogging, Marketing — Sandy @ 1:28 pm

Most of us know that those who market aggressively in a tough economy are the likeliest to survive the downturn and emerge even stronger on the other side.  But even more important than aggressive marketing seems to be smart marketing.  I have been talking to a lot of business people about what they are doing to make sure they are among the survivors, and I thought I would share a few thoughts about non-traditional marketing tactics that just might make the difference without breaking the bank:

1.  Partnerships.  There are several ways to partner with others that will help you both.  You can add a partner with a product or service that you can “bundle” to make your offerings worth more together than they would separately.   Or how about adding a reward to your customers. (For example, offer a free pizza with  your service and have the pizza place put your flyer on their pizza delivery boxes.)  Or use the partnership to help you leverage yourself into a totally new marketing niche.

2.  Offer some of your products and/or services as “bundles.” This is especially smart if you want to introduce a new product (bundle it with a tried and true product) or have a product that has been slow to sell (bundle it with a “hot” item).  Even if you charge full price for each of the “bundled” items, the perception is often that the buyer is getting something extra. However a discount never hurts :)

3.  Work the Social Network Marketing scene.  But be careful how you do it.  Overt and annoying marketing here can often do more harm than good.  However, getting the word out through Facebook, Linked In, Twitter and even some of the smaller sites can really boost the profile of your business.

4.  Become an expert.  Write articles for print or on-line. Answer questions on other sites. Start a blog.  When people see how much you know, it is just a matter of time before they seek you out as the person they want to do business with.

These are just a few thoughts.  I’ll be writing more as I have the time (and energy!)

February 9, 2009

Marketing Plan 101

Filed under: Blogging, Marketing — Sandy @ 3:03 pm

In today’s economy, marketing is more important than ever. But you have to be smart about how you are spending your marketing dollars.  A marketing plan is key — here are a few questions to get you started. Answer them in writing and you will have the “bones” of a good marketing plan:

  • Who is your target market?

     You are the solution to a specific problem for a specific segment of the population. What solution do you offer? Who has the problem that fits your solution? Who can afford your solution? Example: If you are a banker, your market is not “anyone who needs money.”  You have to qualify that a bit.  Who actually needs money enough to borrow it? Who has the credit rating needed? Who has the collateral? Why would they come to you and not someone else?

  • How will you reach your target market?

    How do people expect to be contacted by people offering similar things? What has worked for others? What has worked for you?  Websites are a business necessity, but how will you get people to your website? Do you also need brochures, email blasts, personal letters, networking groups, signage?  It is said it takes about 7 “touches” before a potential customer will do business with you.  How will you make those “touches”?

     

  • Once you get their attention, what do you want to tell them?

    Content is king – in websites and in any marketing piece. Even your business card can have a tagline that gives people a clue as to what you do. Your materials should match what you want people to perceive about you. But remember: it’s not about you, it’s about your customers. They want a solution.  If you offer the perfect solution at a fair price, you will have gained a loyal  customer.

     

  • What do you want them to do?

Even after you have made contact and offered a good solution to the problem, if you don’t tell them what you want them to do, they may do nothing. Make sure all of your marketing pieces have a “call to action.” Do you want them to call you?  Fill out your form? Redeem a coupon?  Tell them. 

February 3, 2009

Moving from print marketing to online marketing

Filed under: Blogging, Marketing — Sandy @ 1:31 pm

This is an answer I posted on the social networking site, Ask Liz Ryan.  The original question was from a business owner who wanted to stop marketing in print and concentrate only on on-line marketing.  Thought it might be a good addition to my blog :)

As a marketing person, who concentrates on websites, I still have to admit that one way to enhance your on-line presence is by aggressively marketing using any media that gets the word out - print or electronic. Obviously, a good website is key, but you will probably not be able to get rid of print pieces altogether. It is amazing to me how many people have websites but don’t put their URL’s on their letters, invoices, business cards, flyers, announcements, PR bulletins and networking materials. If you ever meet someone face-to-face, mention your website and give them a card with its URL. Also, don’t forget the vast territory of Social Network Marketing. Linkedin is often mentioned here, but, depending on your product or service, Facebook, YouTube, Skype, and many others offer a place to get noticed. It is not always easy, but try to figure out where your target market hangs out and be there. (Again, don’t forget your URL! Most of these networks offer a way to put in the link to your site.) If you have a website without a blog - start one - and write on it often. Make sure it is linked to your website and that your website links back. This not only gets you higher on the search engines, but also establishes you as an “expert” in your field. (You might also answer questions on Ask Liz Ryan :)
Again, its not about print OR electronic marketing - it is about the best marketing mix for your company.

Good Luck

January 13, 2009

You Want me to do WHAT?

Filed under: Marketing — Sandy @ 2:52 pm

In the world of marketing, this is not a rhetorical question.  If you are spending money to market your products and/or services, and are not telling your audience exactly what you want them to do, they will probably do nothing.

 

This is true in the world of print.  A call to action is absolutely necessary in any marketing piece you send out

—  Limited time offer!  Call today!  Go to our website!  Act now!  —  

If you want them to do something, ask them to do it, or even order them to do it (in a nice way).  Give them a deadline. Give them a reason.

 

While the above is also true for websites, there is something else going on that you MUST be aware of.  In the world of web design, it is a simple fact that everyone wants to “click here.”  If you have an underlined word or something that looks like a button, or even a small photo, chances are your visitors are going to click it – and expect something to happen. If nothing does, your visitor is at least a little disappointed, and you have lost at least a little credibility. In the world of websites, if it looks like a link, it better be a link – to something!  Preferably something that leads to the answer to the question:  “You want me to do WHAT?”

 

If you are on Facebook, Youtube or even blogging, the rules are different.  The etiquette here is to entertain, inform, and maybe even to teach, but never to overtly market. These venues offer you a chance to let people know what a smart person you are, how talented you are, how much you know, and how willing you are to share. However, there is a perfectly acceptable way to call your visitors action. Add a small blurb about yourself and ask visitors to “click here” to get to your website, which, of course, will have the answer to the question, “You want me to do WHAT?”

 

In today’s changing world of marketing, it helps to know the rules – but remember they change very quickly.  

Good Marketing.

November 17, 2008

Marketing in the 1960’s and Now

Filed under: Marketing — Tags: , , , , , , — Sandy @ 11:33 am

I admit it, I’m hooked on the AMC series, “Mad Men.” The program follows a fictional ad agency in the early 1960’s. As a child of the 60’s, what I find most fun is the accuracy of the set design, the clothes, and some of the attitudes portrayed. I am especially interested in one story line.  In the series, one of the lesser characters pitches the idea of having a television media department. In the advertising world of the day, TV was barely a blip on the radar, and the company president almost laughs the whole thing off. But  he allows the guy to run with the idea.  He gives him a small office, doesn’t pay him much, and then seems to forget him while the radio and print guys get all the attention.

I will be interested to see how this story line develops. Because in hindsight, we know that if this agency does not begin to recognize the power of television, the agency and many of its clients will probably be out of business.    It think this story line is relevant today because, the Internet is the “television” of the 21st century. Many marketers do not understand how to harness its power and if they don’t, they may also end up out of business.     Today, marketers can reach people in so many different ways – from ads on television, websites, blogs and emails – all the way to home-made flyers placed on car windshields in a parking lot.  In tough economic times, the flyers on car windshields may seem to be a good option … but think about it.  Is it really the BEST way to reach your customers – and make them want to buy from you?  Scaling back on marketing may seem to be a way to save money.  However, especially for smaller businesses, downsizing marketing decreases exposure, credibility, and lessens the chance of a customer even considering your products.  Reallocating marketing dollars to very targeted programs may be the answer.   One of the most cost-effective marketing tactics is a Website.  If you don’t have one, get one. If you have one, make sure it is well-designed, well-written and optimized for search engine placement.  But the World Wide Web casts such a wide net.  (Someone in Siberia recently looked at my website!)  If you are marketing products to a world market, that is a good thing.  If you are a local carpenter, not so much. But rest assured, folks in your target market are looking for you on the Internet.   

The trick is to understand how to reach your target market. While good SEO techniques are a good start, business people looking to reach a more local audience must think about marketing their websites.  It may seem counter intuitive, but marketing your website with printed materials may be the best way to promote it.  Brochures, postcards, press releases, envelope inserts, signage – and yes, even the flyers you put on car windshields should invite people to visit your website. 

  

I have a client who epitomizes this idea.  She is an independent insurance agent in Wheaton. After working with her on her Website, I believed that what set her apart from other agents was her interest in legislative issues. She often travels to Springfield and is on mailing lists for newsletters and other correspondence on new legislation affecting small business owners.  I suggested a blog to her, where she could write about these issues, but she did not feel she had the time or inclination to bother with a blog. So we decided that she would send me articles of interest to her clients. I put these on her website. She then sends a short email to her mailing list, letting them know that a new article has been added to her site.  This does a couple of things – she is perceived as someone who is knowledgeable about her subject, she keeps in touch with clients and prospective clients, she drives traffic to her Website, which gets her higher on the search engines.  And since search engines love new content, her search engine rank is further enhanced. 

Recently, she had the opportunity to place an ad in a publication targeted to small business owners in her area.  The problem was that all she could afford was a tiny 1½ x 2½  inch ad.  (for $400.00!)  She knew she wanted to reach this audience, but wasn’t sure how to do it in such a small space.  I was almost embarrassed to charge her for the ad. Because my idea was to use small type to say, “Got insurance problems?”  Then, using the largest typeface possible in bold letters, I simply printed her Web address:  “Small Business Insurance Solutions.com”           

July 30, 2008

Are your marketing pieces doing what you want them to do?

Filed under: Marketing — Sandy @ 4:10 pm

Are your marketing pieces doing what you want them to do? 

Whether you decide to create a one-page flyer, a postcard, a brochure or a multi-page Website, you need a plan in order to make your marketing piece as effective as possible.  Here are some ideas to consider…

 §         Develop a concept   

In other words, what is the purpose of this marketing piece. For example, here are some reasons to produce a marketing piece:

            To sell a product or service

To educate your audience

To establish credibility

To provide visibility for yourself and your product

To announce an event or a sale

 §         Sell the benefits  

No matter how great your product is, if the customer doesn’t think he needs it, he will pass. Example:  An insurance agent isn’t selling life insurance, he is selling security for the family members who may be left behind.

 §         Use bullets, images and headlines to… 

o       Capture attention.

o       Make the piece more interesting.

o       Make it easier for the reader to grasp your concept 

o       A bonus… headlines boost search engine optimization for websites. 

§         Include a call to action. Create a sense of urgency… If you don’t tell the reader what to do, chances are they will do nothing.   If you don’t create a sense of urgency, they will think about it until they forget it… §         Make sure the copy is well-written. 

If your message is not clearly understood and easy to read, you have wasted your time – and your money.  

 §         Create an eye-catching and professional looking design.   

We are all bombarded with information all day. Setting yourself apart in some way might just be the thing that gets your message heard and understood.

 

A Story…

When my uncle came back from World War II with all of the other young men, he needed a job.  He had only a high school education and had been away from the business world for four years.  

Luckily, his sister was a secretary and could professionally type the letter that he composed.  However, what set him apart and got him interviews was that he had her tape a penny to each letter.  The last sentence of his letter said, “It won’t cost you one red cent to talk to me.”  

He landed a job at Ace Hardware and ended up the Vice President of Marketing!

 

July 18, 2008

Why use a Professional Writer and Graphic Designer?

Filed under: Marketing — Tags: , , , , — Sandy @ 8:32 am

 

Why use a Professional Writer and Graphic Designer?

 

After all, you are the one who knows the most about your product or service.  You are also familiar with marketing copy and images. You have been bombarded from birth with marketing messages. You know when a marketing message works … and when it doesn’t. 

But do you know why?

 

You may know that colors play a large role in marketing ads. You may know that children prefer bright primary colors – reds, yellows, greens and blues.  But did you know that educated adults prefer more muted secondary colors?  So, if you are selling children’s books to their grandparents, the books should be colorful, but the advertising brochures should use a sophisticated color scheme.

You may know that logos should be eye catching and provide visual branding. But have you thought about the fact that logos might be used in a variety of ways in large and small formats, sometimes in color, but sometimes in black and white?   …that they must be eye catching without being too complicated?  …that they must be memorable, and, probably most important, they must visually describe and be appropriate to the company they represent?

You may know everything there is to know about your product and/or service.  But did you know that telling people too much is as bad as not telling them enough? Leaving things unsaid may pique your audience’s interest, but leave too many things unsaid and they may feel frustrated and go elsewhere for information.  

You may have heard that “white space” is a good thing in all printed materials. But have you figured out how to most effectively use the white space.  One sentence on an otherwise empty page can either look dumb or classy?  Do you know why? 

Copy that is too technical may confuse people and cause them to look for materials that better explains a product or service. But be careful…if you are too simplistic, people will feel you are talking down to them. 

You may have been warned to stay away from “jargon” or language specific to your industry – but you are immersed in your industry – can you always tell which words, phrases or acronyms are jargon?    

Website copy may seem fairly straightforward – pack the pages with keywords and wait for the search engines to find you. But did you know that Google and other search engines have refined their algorithms, and now look for copy that makes sense, reads well AND has good keywords and key phrases.  Using high-priced SEO and pay-per-click services might increase the traffic to your site, but if you don’t have cogent, helpful and valuable content, how many of the “hits” will be converted into customers? 

One final question.  What is your time worth?  You probably have the software on your computer to build a brochure, develop a website, design a logo and write marketing copy.  You probably even have the talent to use some or all of these programs.  But how much time will it take you to design a brochure, flyer, logo or website?  How much time will it take to write and polish your copy?  How much time will it take to make sure the formatting of your print and electronic pieces is correct? 

And how effective will your efforts be in converting those who see your marketing pieces into customers?    

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