Category: Marketing & Advertising

Good marketing is built on good relationships, which often means marketing that goes beyond the usual print ads, direct mail initiatives, or business directory listings.  Good relationships are built with consistent, credible marketing activities that also include some level of personal involvement.  Whether it’s the message of your marketing or scheduling face-to-face meetings with leads and potential clients, “the personal touch” can be instrumental in building a good marketing relationship with your customers.

One of the most effective “personal touch” methods, of course, is networking.  But are you doing everything you can to make sure your networking efforts are working for you?  Here are some easy networking strategies you can use today to help improve referrals, create new introductions, and generate more business!

1. Make sure your business associates, customers, and colleagues all have a really good understanding of what you do.  If these people clearly understand what you have to offer, it will be easy for them to recommend your products and services to others.  Take advantage of this “mini sales force” and equip them to work effectively for you!

2. Get some “face time” with new prospects.  When you receive a new lead from someone you know, ask if he or she would like to have lunch and invite the new lead to join you.  This way, you get an in-person introduction to your new lead, and can also show your appreciation to the person who passed along the lead to you.

3. Be intentional about referrals.  Let others know that your goal is to grow your business, and that “word of mouth” referrals are a key part of achieving that goal.  Be sure to be a good referral partner for others too, and ask how you can best refer business to them as well.

4. Consider joining a networking group. There are many business networking groups for you to choose from, so be sure to select one where the primary objective is to refer business to each other.

5. Attend networking events. This seems like a no-brainer, but it bears repeating.  Make the time to attend business functions, Chamber of Commerce events, and community events as part of your regular marketing efforts.  It will help you gain visibility for your company as well as build credibility in the community. Plus, you never know who you might meet that could be a great referral partner or your next big client!

According to a recent Marchex report, small businesses are not establishing a web presence as quickly as customers online are looking for their products and services.  It’s not that small businesses aren’t spending marketing dollars, they are just not spending very many of them online.  The report stated that small businesses will spend more than $100 billion on promoting locally, but only 5% of that money will be spent on web and online marketing.

In fact, the second-most common web activity today is customers searching for products and services online, second only to using email. Since it appears that your customers are already looking for you on the web, make sure that your marketing mix includes online strategies to help your customers find you, instead of your competitors.

Online marketing is more than just banner ads or pay-per-click campaigns. It involves investing in strategies that strengthen your web site and overall internet presence.  Here are some marketing strategies that you can use to improve your company’s online results:

• “Friendly” Web Pages – Make sure you site can be read by the search engine spiders and included in the search engine databases
• Optimization – Use quality sources to research and select appropriate keywords for your business, and optimize your site for keyword use, densities, meta data, internal linking structures, etc.
• Inbound Links – Build an inbound linking program to create “votes” for your web site in the eyes of the search engines (especially Google)
• Relevant Content – Be sure that your web site content is informative, interesting, and useful to your visitors
• E-Newsletters and E-Campaigns – Use the power of the web to promote your business and reach your customers and prospects through various email techniques
• Internet Trends - pay attention to new technologies like web video and blogs, since visitors expect this type of functionality from business web sites today

Using the internet in your marketing mix is not only highly effective and measurable, but it is also very affordable compared with old-style media like TV, radio, newspapers, and magazine ads.   By using email marketing tactics, keeping your web site information up to date, and adding new web features and technology, you can reach potential customers quickly and establish additional credibility for your company.  So when you’re planning for next year’s marketing budget, be sure to consider using online marketing strategies as part of your overall marketing mix.

Although web sites like You Tube can be filled with silly, homemade video clips that are designed to entertain visitors, web video can also be a very effective communication method for business web sites as well.  Of course, you won’t want to post a clip of a water skiing squirrel on your corporate homepage, but using this new form of advertising provides even small businesses with a targeted, memorable, and cost-effective marketing tool.

The challenge of using web video on a business web site is that you must figure out how to turn your message into content that is useful, engaging, and entertaining.  Unlike television commercials that are “pushed” onto viewers, web videos are watched because users choose to do so, making visitors more receptive to your message.  As long as your web video provides users with more than a dull sales presentation, people will not only watch it, they will remember it and pass it along to their friends and colleagues.

So why should you care about web video?  Because web video is quickly becoming a standard feature that people will expect to see on business web sites, much like they have come to expect online shopping, blogs, or other interactive capabilities.  It’s no longer good enough to publish a web site that is merely an online “brochure.”  Today’s users expect a certain level of sophistication in order to take your business seriously, and that increasingly includes using web video on business web sites.

Web video can also be a great asset to your business when it comes to the search engines.  Google and other search engines have recently incorporated Universal Search technology that indexes not only your web pages, but also your images, blogs, web videos, and other multi-media on your site.  So by using web video, it’s possible to expand your presence in the search engines, giving customers yet another way to discover your business on the web and bring in new leads and increase sales.

To create a successful web video for your web site, you have to turn your message into content that is clear, interesting, and yes, even a little entertaining.  Tell your story in a compelling way, and your business will rise above the competition and visitors will definitely notice.  Web video is quickly becoming the next “big thing” in web marketing and has the power to deliver a strong marketing message that attracts new interest in your business, new prospects and leads, and ultimately new customers.

It goes without saying but I’ll say it anyway – small businesses don’t have the luxury of spending money on ineffective advertising. Everything that you do to promote your business must be well-thought-out and considered carefully to make sure the marketing budget is being spent wisely. So before you write your next ad campaign, here are some tips for creating ads that are attention-grabbing, effective, and deliver the right message.

1.  Consider Your Audience. Who are you trying to reach with your ad? Often, you cannot reach every single type of customer with the same ad, so you need to segment your market a bit first. Decide which group of people you want to target, then write directly for those people.
2. Find Something Unique. Make sure that you include something in your message that is unique – whether it is a product benefit, a special offer, or the subject matter of the ad, include something unique to help people remember the ad.
3. Be Clear and Concise. Decide on one single point to your ad, and don’t try to include every product, service, or benefit that your company offers. Stick to the point, and deliver your message in the simplest terms possible.
4. Motivate Your Readers. Use a strong call to action in your ad, and include a sense of urgency if possible. Highlight the benefits of taking action now, and make sure it’s easy for customers to follow through and contact you.
5. Use a Great Headline. Nothing grabs a reader’s attention like a great headline, so don’t be boring and predictable. Instead, write a short, interesting headline that asks a question, provides “tips” or “secrets”, or cleverly conveys the essence of your ad. It takes a little practice, but a good headline is one of the most important things you can do to write a successful ad!

Bottled water is big business….to the tune of $15 billion last year alone. So what makes this simple item – water – so appealing to us that we are willing to spend so much on it? Well of course it is convenient, sometimes flavored, and sometimes it even comes with vitamins and other nutrients in it. But what really makes it so appealing is the marketing behind it.

Great marketing can show even the most ordinary products or services in a new, more interesting light. With great marketing, you can enlighten and educate consumers so that they clearly see a need for your product. It can also plant your product branding firmly in the minds of potential customers so that they think of you first the next time they need something you sell. Great marketing can help you differentiate your products or services from the competition, making your company the first choice among consumers in your market.

Marketing your business is a commitment, but it is one of the most important steps you can take to ensure the health and success of your company. Create a marketing plan you can realistically implement, then stick to it. Take an integrated approach to your marketing – try several different initiatives and keep track of how well each one works. Over time, you will be able to identify the strategies that work well for your particular business, so you can keep using the winners and drop the ones that don’t get good results.

Great marketing can help you effectively promote your business and show potential customers that your business can help them solve a problem, fill a need, or make their lives, jobs, environment – or whatever – better. Here’s hoping your marketing efforts will help you sell an “old thing” in a “new way” and bring in a few billion for you, too!

Many small businesses shy away from sending out press releases because they are just not comfortable with writing them.  They think “what should I say?” or “will anyone be interested in this?” instead of remembering that press releases are always welcome if they are well-written and timely. Here are five tips for making sure your press release is appreciated!

1.  Make sure your press release is newsworthy. 
Readers and reporters love to hear about new product releases, important additions to your staff, client wins, or local events in which you are participating.  They do not, however, want to hear about an upcoming sale, a change in your suppliers, or a thinly-veiled advertisement for your business. Make sure your press release covers something that is actually news about your company.

2.  Include quotes from people.
Quotes from human beings will help a fact-based press release become more readable, more interesting, and more personal. Be sure to add quotes from company officers or managers, as well as quotes from customers or others that may be referenced in your press release.

3.  Send your press release to web outlets as well as wire services.
Most of us know that press releases are typically sent out over the “wire services,” but did you know that there are also many web outlets that accept press releases?  Web press release outlets have the added benefit of contributing inbound links to your web site, and your press release will also be added to the news archives where it will have a longer shelf-life.

4.  Send your press release to local news outlets.
In addition to wire services and web outlets, consider sending your press release to local outlets as well. Local newspapers, Chambers of Commerce, and other community-based organizations love to publish news from local businesses as a public service to the community.

5.  Make it relevant.
Try to tie-in your press release with something that’s happening in your local community, in your industry, or directly to customers in some way.  By providing concrete details about your news, you make it relevant to the people who will be reading it.  Press releases that are interesting and relevant have a much better chance of getting picked up by media outlets and publishers.

When it comes to marketing your business, it’s always “campaign season.” Whether you’re creating awareness, implementing a promotion strategy, or building your brand, carrying out regular marketing campaigns is crucial to the success and health of your business.

Stick With the Winners

When planning your next marketing campaign, think about the strategies that have worked for your business in the past, and try to repeat them. Don’t be afraid to drop the activities that no longer work for you; instead, stick with the ones that bring in the best results. Also, try to include some new online marketing techniques in your marketing mix, like email marketing or web advertising. Online marketing is typically inexpensive to try, easy to track, and is very effective for most types of businesses. Remember to always test and measure all of your campaigns so that you can identify the winners and drop the losers.

Diversify Your Efforts

Using a variety of methods to promote your business is always a good idea, since experts tell us that consumers mentally integrate information better when they get it from many sources. Getting your message out by using several different techniques will help your customers “learn” your message and remember your company the next time they need your products or services.

Look for Lasting Results

Marketing your business is an ongoing process, so look for activities that have staying power. For instance, press releases stick around in news archives and on media web sites, providing inbound links to your web site long after the news was released.  You can also look for marketing strategies that lend themselves to repetition, like sending out monthly newsletters (or e-newsletters, which are less expensive to send), or renewing annual business memberships like Chambers of Commerce or professional associations. This type of consistency will help protect your business from sporadic marketing attempts that are often too short-lived to have much impact.

Consistency is Key

The most important part of marketing your business is to be consistent – make sure you are implementing marketing campaigns on a regular basis, not just every now and then. Try to reach your customers using a steady stream of marketing methods (e.g., your web site, email campaigns, direct advertising, e-newsletters, print, etc.), so that your customers and potential customers remember your message and your company the next time they shop.

When it comes to marketing your small business, it sometimes feels like you need a marketing wizard to determine what will really work the best for you. But with a little planning and creativity, you can identify the marketing ideas that are worth trying, and which ones are a waste of time and money for your business.
To help you find a marketing mix that will work for your business, here are four ideas you can use to create your own “marketing magic.”

Start With Some Research
First, you need to gather some information about your customers. You really should know everything possible about the types of people who buy your products and services. Write down the characteristics of your customers; such as how old they are, their income and education levels, marital status, where they work, the problems they face, where they live, their technology usage, where they shop…you get the idea.

Then think about your competition. Why do customers buy their products and services? What is unique about what they offer? Where are they located? Do you compete with other businesses only, or is there a do-it-yourself component that influences your customers? (For instance, if you cater gourmet Thanksgiving dinners, you may be competing with people who prefer to cook this meal themselves at home.) And don’t forget that “doing nothing” is also your competitor – people often do nothing when they don’t feel compelled to make a decision or when they feel overwhelmed.

When you understand who your customers are and the alternatives offered by your competitors, you can begin to focus your marketing strategy on the customers who matter the most to your bottom line.

Meet Their Needs
If you did a good job of researching your customers (above), then you probably already know what their problems are. Think about the ways in which your products and services fit with your customers’ needs, and how you do this better than your competitors.

Who are the customers that need your products and services the most? Can your typical customer afford to buy from you? How will things be better for your customers if they purchase your products? Really take some time to think about the benefits that you provide to customers. Remember, benefits are very different from product features. You may be thrilled with the latest bells and whistles in your product, but your customer really cares about how your product will improve his or her situation.

Make a List of Current Marketing Strategies
Make a list of all of the marketing activities you’ve tried this year. Did you publish your business listing in the Yellow Pages? Offer any coupons? What types of advertising did you try? Also consider things like:

1. Web Sites & Blogs – are yours up to date? Do they have fresh content? Correct info?
2. Newsletters – do you currently send out an e-newsletter to your customers? Do you send out a printed newsletter? How often?
3. Search Engines – how are your search engine rankings? Has your site gone up or down over the past year? Do you know how to check this?
4. Printed Collateral – is your corporate brochure up to date? Did you send out flyers, postcards, or other direct mail pieces over the last 12 months?
5. Press Releases – when is the last time you sent out a press release?

Once you have your marketing activities listed, cross off the ones that did not drive any business your way. One common mistake that small companies often make is that they keep doing what they’ve always done, even if it’s not working for them anymore!

Create a New and Improved Marketing Plan
Take the marketing activities that did work for you and repeat them. Then, use the information you discovered about your customers to really target your marketing to reach customers where they live, work, shop, etc. Examine your competitors, and take note of the areas in which your company is superior or different. Focus on the benefits, not the features, that your product offers to customers. Think of creative ways to get your message out, and don’t be afraid to try new marketing activities!

Once you have determined the best marketing ideas for your business, implement them on a regular basis, and make sure that you track the results of each activity. That way, it will be easy to identify the activities that aren’t working (so you can drop them), and focus your time, budget, and attention on the ones that are getting the best results.

If you’re a small business, you may think that branding is just a luxury that only the “big guys” have. But even the smallest of businesses must have consistent branding in order to be successful, and it’s not really a luxury but more of a necessity if you want your business to thrive and grow.

Branding your business does not have to be expensive, either, although it’s a good idea to invest in having some of the basic elements designed by a professional, such as your logo and your web site. Beyond that, the most important branding that you can do is to be consistent with every piece of communication you touch. For instance:

• Put your logo on everything – business cards, letterhead, your web site, invoices, advertisements, email signatures, and every piece of marketing collateral that you produce.
• Stick with a consistent color palette – if your corporate colors are shades of blue and gray, don’t send out something that’s lime green and orange just because it’s trendy.
• The same goes for fonts – make sure your company name and information always appears in the same font. Save the fancy fonts for headlines or other parts of the marketing piece.
• The quality of your marketing materials (business cards, web design, etc.) is a direct reflection of the professionalism of your business, so don’t attempt to “do-it-yourself” unless you’re sure the result will be credible.

Another key element to successfully branding your business is reinforcing your message through all of your business communications. A slogan or “tag line” can help with that. (For example, if you need to buy insurance, where will you be “in good hands”?) Make sure that the tone of your writing conveys the underlying message you want to send, and is consistent with the overall impression of your business that you want the public to have. If you are “the company that cares,” say so in all of your communications across all channels.

Establishing your brand is a necessary part of building your business, no matter how big or how small it is. Branding will not only help people remember your business, but also make it easier for them to understand the nature of what you do and why they should pay attention. Branding is your corporate identity, so make sure your brand sends the right message to the right people in everything you say and do for your business.

Many small businesses are busy with day-to-day activities with no time left over to create a marketing plan to follow. Well, summer is a great time to put together a plan that will help build your company’s image and provide guidelines for marketing your business for the second half of 2006.

Step 1: Determine Your Value Proposition
What makes you better and more valuable to your customers than the competition? What is your major selling advantage? How do you solve the problems facing your customers? Write down the answers to these questions, then write a summary of them. Try to narrow in on your value proposition until it is a concise statement of 1 or 2 sentences.

Step 2: Create a Brand Identity for Your Business
All of your marketing and promotional materials should have a consistent look and feel, and also have a consistent message. Logos are important; if you don’t have one, consider having a professional create one for you. Also think about coming up with a tag line or slogan.

Step 3: Develop Your Web Site
It is an expectation today that even small businesses have a company web site. Visitors must be able to quickly find information about your company, where it is located, and how to contact you for more information. It’s okay to start small and add features and content as your business grows, but make sure you have a professional, useful web site available as soon as you can.

Step 4: Create a Marketing Kit
We are all familiar with the standard “leave-behind” brochure, but for small businesses it can be an expensive investment that becomes outdated very quickly. A more useful approach may be to create a marketing “kit” as an alternative. Try using a regular manila file folder with a color label on it that has your company name, logo, and slogan. Then add an introduction letter, a data sheet of products and services, a press release, a short biography or history, a current company newsletter, and any other collateral that makes sense for your business. This way, your information is “file-cabinet-ready” instead of ready for the “circular file,” making it more likely to be read and saved.

Step 5: Promote and Advertise
Map out a plan to do something each week (or month) to help promote your business. Send out press releases, sponsor community events, and place ads in local newspapers or industry magazines. It takes approximately six impressions before a customer will begin to remember your company and what it does. Be creative – think of ways to be visible and active in your community, and don’t forget to look for opportunities on the web, too.