Archive for April, 2011
Creating Your Marketing Routine
April 17th, 2011 | 
Author: Think about the last time you made a big change in the way you run your business or the perhaps even in your personal life. It’s hard to adjust your day to day habits. Sometimes we are even at a loss where to start. The same tends to happen with our marketing. Perhaps you have worked with a strategist like us to help you build the right marketing system for your business, but don’t know how to actually implement all these changes going forward. There seems to be so much ongoing content, “tweets” and updates to the website. It can all be overwhelming unless you can make certain elements part of your day to day routine. Here is a roadmap to your marketing routine:
* Make the time. Let’s face it if you had a hot prospect that was looking at spending a considerable amount of money with you, you wouldn’t ignore them to go get toner for your printer. Yet when it comes to marketing – by far our biggest prospect for earning a considerable amount of money for the company, it always remains low on the priority list. So start treating it like a hot prospect.
Action: Book a recurring appointment with your marketing in your work calendar every day for at least 30 minutes and then once or twice a week for 1.5 hours each.
* Create your tasks. I love my Tasks feature in Outlook. It allows me add a task, make it recurring and prioritize it. I can even share it or allocate it with others. You can’t just expect, after all, to sit down to do your marketing and then wonder what the heck it is you’re going to actually do.
Action: Using a task program (or a spreadsheet) start by listing what you want to accomplish this quarter. Then back this up into monthly tasks, weekly tasks and possibly even daily tasks.
* Do your tasks. Now this might seem obvious, but if you have ever created a to-do list before, you probably have found that a few of those “to-do’s” just don’t get done. There is one reason for this. Simply, you don’t want to do it right now.
No matter how you try it’s just not your forte, you don’t want to learn it, you can’t find the time or it just is against your personality. It would be like choosing swimming as part of your new fitness regime, when you can’t even swim and have no time or desire to learn. In the case of marketing then you have 3 options. If a task element is still on your list a month or two after it’s due:
Delay it – Move it to the next quarter if the reason it hasn’t been done is you have ran out time or it’s not as big of a priority as you thought.
Delegate it – If you don’t have the forte or don’t have the desire to learn it, delegate it to someone else with experience in this area to get it done for you. After all, a successful person is one who has learned to spend money to save time instead of spending time to save money!
Delete it – if this just doesn’t fit with who you are and you can’t delay it or delegate it. Delete it as part of your marketing system. Don’t be surprised when you go to actually delete it if you have a change of heart and find you can’t really let it go! This is good news because it means you have now chosen to either do it, delay it, or delegate it!
So what might a marketing routine look like? Here’s one created by one of my peers, Kelly Weppler Hernandez of WH and Associates.
Daily
* Facebook and Twitter daily update first thing in the morning, and maybe a posting later in the day
Weekly
* LinkedIn update at least once a week.
* Hand-written Notes – every Thursday. Send at least 2 handwritten notes to colleagues, past clients, strategic partners etc.
* Blogging – anything that’s related to your industry. Blogging might be written, video or audio.
* Update content on your website
Monthly
* Newsletter – email corporate newsletter at least once per month. Pick a target date like the 15th.
* Run a monthly promotional campaign
Quarterly
* Speaking Event – set a goal to do a speaking event once per quarter.
Annually
* Client Appreciation Event – pick a month that works within your calendar and work with a few strategic partners to host a client appreciation event.
Remember the best way to eat an elephant is one bite at a time. Create your own marketing routine and make appointments and tasks in your calendar to get it done!
Posted in 
Effective Marketing Technique
Stop sending me your crap! Did that get your attention? If you know anything about me, this is pretty BOLD opening line, but I have had it! Let me explain.
How many of you get LOADS and LOADS of emails from people who market online with things that say. GET RICH NOW! Or this guy made a million dollars in 3 months! She built her company to 6 figures in 90 days. Or my favorite, Let me show you what’s behind the curtain….UGGGH. Not at all attractive! When I read that crap, I feel like I’m at a used car lot trying to be convinced to buy the most banged up car in the showroom. This type of marketing is not very appealing to me and as much as I want to believe that I can have a six-figure business is 90 days, it most likely is NOT going to happen. I’m sure that many of you have tried this type of marketing at least once, and it probably didn’t feel good to you either. I know I have.
The buzz right now is social media marketing is all about communication and collaboration. So with that message, some of us think that means that we just post about puppies and kitties and fairies and moonbeams and never ever speak about our business and how we might help others. Why? Well, because we are afraid to put it out their for fear of rejection, and/or negative comments. Maybe someone will think you are being pushy, sales-y or just obnoxious. I say, WHO CARES! If you truly want a successful business, you need to stop hiding and start marketing what you are brilliant, passionate and an expert at. And in YOUR way, which if done correctly will never feel pushy, sales-y or obnoxious.
And please stop trying to copy the BIG marketing guru’s because it won’t work for you. I know! I tried back when I started my business. It was not pretty, believe me!
But that doesn’t mean that you just give up either. I’m asking you to stop quitting and start doing. Start consistently marketing your business starting today! Marketing is part of your business. Marketing is about letting people know who you are, what you do and how you might be able to help them get the result they are looking for. Great marketing should lead to sales.
I was at a conference recently, and the overlying statement blew me away. I heard over and over again that money is not what being in business is about. Well, yes it is. Unless you have all the cash you need, then you must make money to survive. Sorry if I offend some of you, but that is the hard truth.
The thing that you have to realize is your marketing must match your persona. You must be in communication with your target market in a way that they can relate and respond to, and you must know who that target market is.
So, as I step off my soap box for now, I want you to know that my true passion is helping you market your company authentically, using your own persona, and stepping out to finally show others why you are the expert in your field. It’s not rocket science, but there is a strategy that needs to be followed to successfully to market to your audience on-line.
The Benefits of Leaflet Distribution As A Marketing Strategy
For centuries, leaflet distribution has been used as a primary means of getting a message across. Even today, in an age of increasing digital dominance, the presence of promotional flyers and the arrival of leaflets through the letterbox are still a very familiar sight.
The distribution of leaflets is generally carried out in two ways: door-to-door and on the street. The former is of course a far more specifically targeted method, whilst the street marketing variation seeks to engage with a broader and higher volume of the public.
However, street marketing can prove to be just as effective and targeted as door-to-door distribution. For example if a company wants to promote a new product or a deal to students, the business may engage in street marketing in and around university campuses.
When it comes to distributing leaflets direct to people’s doors, there are three further sub-methods which can be utilised.
The first is the ‘solus’ method in which the leaflet is delivered on its own. This is the most cost effective method and is also believed to have the greatest impact on the recipient. The second strategy is to deliver the leaflet along with a few others; this is known as shared marketing, and while it is cheaper, it is not as effective in terms of ROI.
Thirdly, news share allows for the leaflet to be delivered with a local newspaper – which is usually free – along with other promotional flyers. This is the least effective marketing technique, but is also the cheapest.
Leaflet distribution is not only used to promote products on a commercial front, but can also be used to disseminate a particular message or idea. For example, distributing leaflets with political literature printed upon them. This is a relatively quick and cheap way to proliferate your idea, albeit with a limited geographical reach.
In terms of political promotion, leaflet distribution can be particularly effective in the organisation of a protest or demonstration.
For companies looking to adertise a temporary promotion, they may not have the time or money to develop a complex television or radio advert. For them, the speed and ease with which leaflets can be developed and distributed represents a convenient alternative.
However, when it comes to speed, ease, and proliferation, flyers are losing out to the sheer ubiquity of social media in today’s online environment. Despite the rise of social media in the UK marketing domain, leaflet distribution in Scotland, England and Wales continues to play its part for a wide variety of marketeers.
Whether it is a council notification, a political manifesto, or a company promotion, there will be a place for leaflet distribution for some time to come.
How To Create A Brand Identity Online
Effective branding is all about telling customers who you are, what you do and how you do it. Despite a sluggish economy and uncertainty throughout the world, more people are spending time and money online than ever before. That’s why it’s vitally important for small businesses and entrepreneurs alike to use the Internet to make an impact. Branding has been a business staple for many years. But the term has implications far beyond corporate logos, slick packaging and commercial jingles.
Here are some tips to help you create a focused identity online.
Define your brand up front. When visitors arrive at your web site, let them know immediately what you do and why they should care. Far too many web sites shroud their identity in flashy graphics and ambiguous slogans without telling people what the company or person actually does. View your site through the eyes of a new visitor. Does it spell out exactly what your brand stands for? If not, redesign it so your purpose and identity are unmistakable.
Lead with what you do, not who you are. It may defy logic, but making your company name the most visible element on your home page may not be the most effective way to reinforce your brand. A web-based or e-mail marketing message should state a benefit right off the bat. Which of these paints a clearer identity: The business name “Dog Owner Central” displayed in large letters or the more specific description “Training tips for busy dog owners”?
Use a real person as a figure head. The online world can be a cold, mechanical place. Your branding efforts are more effective when you add a recognizable, consistent human element. Think of the way Dave Thomas used to promote Wendy’s. If your company has a CEO or spokesperson who is closely identified with the company offline, make sure that connection carries to the cyberworld. If you run a business by yourself, by all means, put your name, photo and personal message on your web site. Nothing creates mystery and distrust more than a site that is void of a human contact and asks visitors to send e-mail to the “webmaster.”
Create a Know-Like-Trust Factor. By Branding yourself online, you are creating a Know-Like-Trust Factor, especially in the online world. People will see your name and/or picture and begin to feel like they Know you. If you have solid products or services that benefit your readers, they will Like you. And finally, if you are genuinely trying to help your readers and visitors, not just trying to always sell them something, they will begin to Trust you!
Stand Out From The Crowd. In today’s economy, it is important that you show how you are different and better than your competition! Whether you are an Affiliate Marketer or own a brick and mortar business, having your OWN website is crucial! Your website or blog should be the center of your business. You need to drive traffic to your own unique site.
Promote Your Brand. It is vital that you promote your brand in every place possible. You can find many places and ways to promote your brand for FREE! I will give you a few suggestions:
Email Signature
Online Forums
Social Sites
Skype (Mine is at kevin.lindgren)
Text Ad Exchanges
By branding yourself with a rock-solid online identity, you are setting yourself up for success. Remember that businesses and services may come and go, but YOU are here to stay.
Small Business Marketing
Viral Marketing is one technique in small business marketing that gets the word out about your business or website. It involves getting other people to willingly spread the message about your product or service. It is people telling people about what you do, or what you have done, and results in spreading such message like a virus – thus the word “viral” marketing.
You might think that viral marketing is for big companies with big budgets and that it cannot work for small businesses with small budgets. The truth is: big companies do have the budget to pay for highly polished ads and small businesses that have small budget can very well use viral marketing for their campaign because it has little or no cost.
There are 4 major reasons to use this interesting technique. As with other campaigns, you simply have to know how to effectively use this to build your business and attract potential customers.
1.) It is a fast and effective way to talk about your business.
Once the word starts to spread, there is no limit as to how many people can hear or read about your business. Because the message often comes to people from someone who they already know, it has more credibility than when the message comes up uninvited in an email from someone they do not know.
As soon as the message starts to spread, it picks up size and speed as it goes – like a snowball rolling down a hill. You might think that your efforts were not effective, but when people notice how good your business is, they can spread the word for you. When it works, it can work really well.
2.) It can be inexpensive.
Viral technique is actually more applicable for small business marketing because it does not require payment to people who spread the word. People do it out of mere satisfaction and recommendation. The only major cost you will incur is paying for all the additional orders or sales. More than likely, the biggest expense will be the upfront set up or production costs.
3.) It can help shield you from negative comments
Unfortunately, a negative message can go viral too as you cannot please everybody. However, it can be stopped and can be controlled. What you need to do is to really be open and responsive to the customers’ need. Meaning, if there is a negative message, you can always counter it. Have enough buffers in place so that the negative messages do not overpower the positive ones. Once you start a positive impression with customers, the negative comments or feedback can be overpowered. When you learn how to give good customer service, those negative comments will not be given much attention as the positive ones.
4.) It can find hidden customers.
Despite the time and money you spend trying to define your customers – figuring out who they are, and more importantly, where they are, there will always be people who you can miss. Once your message goes viral, there is no telling where it will end up, or who will respond to what you are offering. Because of the widespread words about your business, people that you have not even considered to be your customers can become your potential customers.
As words about what you offer continues to spread through this small business marketing technique, you do not have to worry about finding customers. People will just be the one to search and find you.
11 Things to Consider When Updating Your Marketing Collateral
Are you thinking about creating new marketing collateral?
There are many good reasons for producing new marketing materials.
Chances are if your materials are more than 12 months old, even 6 months old, that your materials need a refresh. Have you added products or services? Changed your phone number? Invested time and effort in social media?
If you have re-branded your company and web site since you last designed your brochures and product sheets, you do your brand a disservice by handing out your old collateral. Don’t dilute your brand by circulating old logos, colors, fonts and tag lines.
Ask your sales team for their opinion of the current marketing materials. Are their members of your sales team who have attempted to create their own brochures because they felt that the existing ones lacked credibility, effectiveness or currency?
It’s time to toss those old marketing pieces. If you follow these easy steps, your new materials will be more effective selling tools.
Whatever the rationale for undertaking the creation of a new marketing piece, I recommend that you start by asking (and answering) these questions. Then ask them of your sales director and product managers.
1. What makes your company different from its competitors?
2. Who are your main competitors, and what are their main messages?
3. What does their collateral look like?
4. What are the 3 most important ideas that you want to convey in each piece of your collateral? (This will force you to focus; I recommend starting with a content outline)
5. What do you want the reader to do after reading?
6. What do you like about your current marketing materials? (This could be your message, design, tone, format, graphics, copy, length, paper stock, etc.)
7. What do you dislike about them? (Same items apply)
8. How long will you use these materials before they will be updated again? (If you’re not actually going to print, this isn’t as important in terms of cost, and you can make changes later without incurring a ton of cost.)
9. Who is your target audience? Do you need different versions for each audience?
10. How will these pieces be used? (Web download, mail, sales tools, at trade shows…)
11. How much will prospects already know about your company when reading? Do you have to develop the need or show why your product is better than the others?
There are many considerations to be thought through before you begin. Now is the time to get it right, so you avoid timely and costly revisions later.
Branded and Non-Branded Keywords
When marketing for school, keyword research is an absolute necessity. In fact, it is an essential start point of the SEO process. It is imperative for schools to make sure they have selected the best possible list of keywords to help them rank well in search engine results and ensure a steady stream of organic website traffic. This list has to involve two types of keywords: branded and non-branded.
Branded keywords usually involve the name of your school. An example would be “McGill University”, which is the name and branded keyword for the university in Montreal. Branded traffic can often be correlated with traditional forms of advertising and your brand equity. They may help garner larger conversion rates, especially if your institution is a well-known school, but they are not particularly competitive. In fact, we find that for most of our clients, organic traffic is related to their brand, creating an opportunity to optimize their websites for non-branded keywords involving programs and faculties.
The landscape gets more challenging, however, when you start competing with other schools for non-branded traffic. Non-branded keywords are those that do not include any reference to the school name and are more specific to a particular program, course or career training, among other things. Therefore, something like “Accounting Programs Toronto” or “Dental Assistant Training,” which do not include the name of a specific school, would be an example of a non-branded key phrase. These are more general keywords that can describe entire programs, faculties and departments, and which are very commonly used by prospective students when searching online.
Studies have shown that users tend to favor a fairly even split between non-branded and branded keywords to locate the information they want, starting generally (“Bachelor of Commerce”) and then getting more specific (“McGill University”). Searches also often have a geographic component to it, which means that cities, states and countries are also often used as non-branded keywords (e.g. “Dental Assistant Schools Toronto”). Using Google Analytics, we would be able to identify which non-branded keywords can best serve your recruitment needs, and optimize your website and education marketing to meet these goals.
Making sure your school website ranks well for both non-branded and branded keywords ensures that you are covering your bases. This will generate traffic and leads from prospective students who know your school, and those who don’t. The combination is an essential element of search engine optimization and marketing for schools.
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