Marketing Company in Phoenix, Arizona, Marketing Planning, Publicity, Social Media Marketing
Small business marketing, social media, publicity, and marketing planning in Phoenix, Arizona

I don’t know about you but I’m fed up mean people in media.  You know who I’m taking about; media personalities like Rush Limbaugh and Dr. Phil, who make their living by criticizing and insulting anybody and everybody.

This weekend I went to a marketing conference put on by Glazer Kennedy Insiders’ Circle, where one of the keynote speakers was one of them.  This speaker is known for his “in your face” attitude.

LOS ANGELES, CA - FEBRUARY 27: Dr. Phil McGraw attends the Dr Phil & Kris Allen 'Little Kids Rock Across America' event at the Central Los Angeles High School for Visual & Performing Arts on February 27, 2010 in Los Angeles, California. (Image credit: Getty Images via @daylife)

I sat in the back of the room and watched the audience as this speaker spouted off his garbage like a manure sprinkler on a dairy farm, “People are idiots and I can prove it,” he said, and the audience laughed and clapped in agreement.  His language was peppered with profanity, “your life is your own damn fault,” or “yeah, I’m an asshole.”  Every other sentence was another put down, “you’re fat, you’re lazy, etc.”

I’m sure that my opinion is in the minority.  I sat in the back of the audience and watched them react to him.  They shook their heads in agreement when called people “idiots” and made fun of the “fat” person that he was telling a story about.  I was amazed at the groupthink in the room.  I sat watching in amazement as this speaker continued his rant making fun of other “motivational” speakers (I’m sure he even meant the speakers on the stage previous to him.).

By the way, I have seen this speaker speak before and I have read his books, so I knew what to expect. I actually was not going to attend his session, but I thought I would give him a second chance thinking that since he was at a professional business conference he would tone it down.  Boy was I wrong!  As a business owner, I would never speak to my employees or prospects the way that this man spoke to us.   As a former Human Resources professional, I know that the Fortune 500 company that I worked for would have never tolerated this type of behavior or personality in the workplace; it would have resulted in a harassment lawsuit for sure.  Yet we tolerate it in our media.  What’s up with that?

I think it’s time for us to stand up against this type of behavior (and let me be the first) from people who use their media platform and power of free speech to spew out their mean-spirited opinions like vomit on a sidewalk.  They are bullies.  Sure this country needs change, but there are better ways to elicit it.

Like Taylor Swift sings, “Why you gotta be so mean?”

Just my opinion.

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I’ve been mulling this around for a few days since posting the last Foursquare article and thought that there was more that could be added that you would find valuable.

I think Foursquare is a hugely untapped and powerful little tool for small business marketing. Especially if you own a business that requires customers to physically visit your location to make a purchase.  Unfortunately most businesses don’t understand just exactly how they can use Foursquare and are missing out on a fantastic and inexpensive marketing powerhouse!

So here are five very practical tips on how to use Foursquare to market your business.

1.            Use Foursquare like a customer loyalty card: The cool thing about Foursquare is it shows the user how many times they have been at each location, so you could offer customers a freebie after so many check ins.  Make sure you set clear rules about how to redeem the offer including: check ins more than once per day do not count towards redemption of the free offer; or free offer value at $5.00, may not be accumulated or transferred, may not be redeemed for cash, etc.

The women’s clothing store Ann Taylor recently launched a Foursquare promotion like this in New York City giving shoppers 15% off at the store after their 5^th check in and giving the person with the most check ins at one location (called the Mayor) 25% off their purchase at that visit.

Another company, Tasti D-Lite, offers frequent shoppers a branded Foursquare badge, as well as additional loyalty points on their physical loyalty card, plus freebies and other perks.

2.            Organize a real-time treasure hunt: Now this could get really fun.  Leave a clue of the day on the “Tips” section of your Foursquare page with the answer to each clue being a different special of the day.  The customers who come in and guess the special, get the special, plus they are eligible to win a bigger prize at the end of the contest.

Another company, Jimmy Choo, a high-end designer footwear brand, runs this contest by having a pair of Jimmy Choo sneakers check in at various hot spots around town.  The person who is able to guess the next hot spot and arrive there before the Jimmy Choo shoes arrive will win a pair of very expensive shoes.

3.            Use Foursquare to entice new customers to come into your store by offering a 1^st Timers check in discount or freebie.  “Show us your check-in and your dessert is on us!”  Again, make sure you communicate clearly in your offer what the rules are; i.e., free dessert is only for first check in, and must be redeemed with purchase of a meal; etc.”

4.            Leverage word of mouth marketing: One of the benefits of Foursquare is that friends can “follow” each other and thus can see each other’s check in’s on Foursquare.  Note:  The check in’s are also posted on Twitter, Facebook and Yelp, if they’ve enabled the function.   This is huge for your business because every check in at your location is a tacit recommendation from the person checking in there.    Leverage this exposure by inviting people to check in via Foursquare.  Providing special offers for those who check in via Foursquare will invite people to check in more often.

Also, make sure you pay attention to what people are saying on Foursquare about your business, because whether you use it or not, people are using it, and chance are, they are talking about your business.  Personally reply back to people who leave tips or make positive comments and thank them.  Likewise, it’s just as important to respond to negative comments as well and to remedy the issue as soon as possible.    Don’t be negative; just say something like, “I’m sorry that you had a bad experience.  Let’s get it touch and discuss how we can make it up to you.”

5.            Tie in text message marketing with Foursquare. Invite people to take photos of them having fun or otherwise enjoying your location and text the photos to a special text message phone number.  Once they do this they will have opted into your text message marketing program and you will be able to send them additional specials and discounts via text.

What other ways can you use Foursquare to market your high traffic location based business?    I would love to hear your comments.  Next post, how to market your non-location based business on Foursquare.

Lately I’ve noticed a problem that I thought was worth bringing up.  That is; what happens to your social media when the person who’s doing it goes away?

This was brought to mind because it’s this time of year when organizations elect new leaders and volunteers change positions and move on.  For many organizations that means that the person who was doing your social media has gone.  Have you made provisions to replace them?  Often times the answer is no.  That means that any momentum you created through Twitter, Blogging, Facebook, etc. is soon lost.  And often times, the new person taking over has to start from scratch all over again because the last person doing the social media had all the passwords.  This also can be a problem in itself.

So what do you do?  Here are three tips:

1.  Before you ask volunteers or employees to step in and handle social media for you, create a social media policy for your organization. Outline the parameters of use, i.e., the goals of use, platforms used and what is considered appropriate for public sharing.  Also outline the consequences of a breach of social media policy.  Sounds like a small thing, but the fact is that your organization could be found libel for the comments or actions of one of your volunteers or employees who are using social media on your behalf.  It happens all of the time. Remember whatever you put out on the Internet stays there forever.  This is one of those cases where it’s not better to ask for forgiveness than permission.  Make sure what employees are posting on social media is appropriate at all times.  Here’s a link to Intel’s Social Media Guidelines as a sample.  http://www.intel.com/sites/sitewide/en_us/social-media.htm

2.  If you’re going to have a presence on social media, I recommend that the organization have official control over the accounts. Meaning, take the time to make sure your profiles are designed in accordance to your organizations branding standards.  Create a professional background that matches your website and clearly communicates that you are the “official” page of the organization.  Here’s an example:  http://www.twitter.com/southwestair

3.  Keep a master list of passwords and change them regularly. This is recommended to help cut down on unwelcome hackers into your account.  Also, it will allow you to keep up on your accounts in case of personnel changes.

Social media is not going away, so as businesses and organizations adopt this technology into their cultures, it’s important to take a few extra steps to insure that the experience will be a successful one for you and your organization right from the start.

The holiday season can be a time of information and activity overload for many people.  This year, I propose going again the flow in your holiday marketing.  Here are 7 holiday marketing ideas that will help you stand out from the crowd.

1.         Holiday Photo Sessions: Partner with an awesome photographer and host free holiday photo sessions for your clients and top prospects and their families and/or pets.  Make sure you have a great background setting for your photos.  Some of my favorites include old brick buildings, barns, open fields and old cars, or even your business location.  Provide some holiday and not so holiday props such as sports equipment, hats, etc.  Schedule sittings every 30 minutes, and make sure you’re there to talk with people and meet their families.  You could work with the photographer to provide a free print to your clients, and then they could purchase other photos from the photographer as they wish.

2.         Start a Red Envelope Tradition. This a holiday greeting that will be kept all year. The red envelope is a popular Chinese New Year tradition.  As a symbol of good luck children are given red packets with an even amount of money tucked inside.   Why not send a crisp new $2 bill in a red envelope to your top clients and prospects?  Make sure you add the story about the red envelope symbolizing good luck and prosperity as you wish them a prosperous New Year.

3.         Have a Pig Party! In Austria, the suckling pig is the symbol for good luck in the New Year.  It’s served on a table decorated with tiny edible pigs. During dinner Austrians will exchange Good Luck charms such as clovers, ladybugs, mushrooms and little pigs, which according to tradition, all bring good luck throughout the year.   Why not have a pig themed New Year’s Party for your clients?  Of course, make sure you serve other foods for those who don’t eat pork!

4.         Send an elephant in the mail! In 1874 Harper’s Weekly published a cartoon of an elephant trampling on inflation and chaos.  And it was then that the elephant became the symbol of the Republican Party. Elephant figurines and charms have long been popular tokens of Good Luck and prosperity.

5.         Never Mind!! This is a guerilla marketing strategy not for the faint of heart.  Come up with some totally off the wall event or publicity stunt.  For example, talk about hosting a Naked Fashion Show.  Announce your intentions to have the event, creating a ton of controversy around it.  Then, of course, don’t have it.  The buzz around the event will get people talking.

6.         Put up your Dukes! Recently two Phoenix, Arizona, restaurants engaged in a public showdown when Restaurant Noca challenged Joe’s Real BBQ as far as who had the best Brisket.  The Brisket Throw down was all in good fun, however, the media and the public took it seriously, garnering massive publicity for both restaurants.

7.         Give Away Good Cheer: Companies like Starbucks and Burger King have adopted this method by giving away coffee during the holidays.  Starbucks had a buy one holiday drink, get one free, while Burger King offered free coffee on Fridays in November. The key is that the offers get people in the store.  What could you give away that would bring people flocking to you?  You don’t need to have a physical location for this to work.

Hey, I don’t have the corner on creative marketing strategies.  Would love to hear some of yours!

Walmart uses a pricing strategy to bring in customers.

The “Big Guys,” big box retailers like Target and Walmart have marketing down to a science and rarely do they stray from these tried and methods.  It’s worth it to take a look at these successful retailers to see what strategies they use that might work for your business too.

1.         The Secret of Reach: Big box retailers understand that the secret of success is in the numbers, large numbers that is.  So they focus on reaching out to the masses through media such as television, radio, newspaper and direct mail with a focus on their target market.  The idea is the more people in your pipeline, the more people you can convert to qualified buyers.    Now if you own a small home-based business, I’m not suggesting you advertise in the Sunday paper to gain more customers.  However, the law of large numbers remains true.  To be more profitable, reach out to a large quantity of targeted prospects.

2.         The Secret of Consistency: Big box retailers also understand the concept of out of sight, out of mind.  That’s why they employ a consistent advertising strategy.  Grocery stores mail out sale ads every Wednesday and put them in the Wednesday newspaper.  Consumer goods stores like Target put out ads in the Sunday paper.   Furthermore, they use strategies like social media, email marketing, and television advertising all in an effort to keep their brand in front of their target customer on a regular basis.

3.         The Secret of the Loss Leader: A loss leader is a marketing strategy in which a business offers a product or service at a price that is not profitable.  Stores like Walmart, Target, and Best Buy understand that in order to entice the consumer into your store to buy there’s no better way than to offer a great deal on a product they may want or need to use every day.  The idea is that the customer will buy other, more profitable, products once they get into the store.   Of course, be careful when using this strategy.  Make sure the manufacturer allows you to price your product as a loss leader.  Also make sure that you have enough of the item in store.

4.         The Secret of Psychological Pricing: Studies have shown the consumers have emotional reactions to the way that prices are displayed, and make decisions accordingly.  Because of the way we read numbers, $19.99 appears significantly less than $20, and therefore appears to be a better value.   This could work well for a business that is focusing on being a value leader.  Walmart takes this one step further by using prices ending in numbers like 8, 4, and 3, perhaps as another way to cement their low price image.

Another pricing strategy, when offering a discount or a sale price, always make sure you show the original price as well, this shows context so that the customer can determine if they are indeed getting a great deal  Another way this is used it so show value.  Perhaps your item is not on sale but the manufacturers recommended price is $49.99 while you’re selling it for $39.99, showing this difference can clearly communicate value to the customer thus encouraging them to buy.

5.         The Secret of New: There is something exciting about discovering new things which is why you see stores like Target rotating inventory, moving things around, and selling Halloween candy in August.  Newness is noticeable, newness is fun and newness sells.  If you want buyers to keep coming back time after time, bring in new stuff on a regular basis and give them another reason to visit.

As a business owner, you can have the best product, best pricing and best service in the world, but unless you market your business (that is tell your potential buyers all about it) you won’t make a lot of money.  By employing the marketing strategies of big box retailers like Target and Walmart you’ll soon be on your way to sales success.

Do you have other marketing secrets from big box retailers that you use?  I’d love to hear!  Leave your marketing strategies here!

Photo Credit: Bashed via Flickr.com

I’m getting tired of Twitter.  There are some days when I don’t log on at all.

There are some people who are on Twitter constantly, all day long it seems.  And they are having conversations back and forth with other people in the Twitter community.  It’s fun to see what people are talking about, it’s like I’m a fly on a wall.  But I ask myself, “How do these people find the time to be on Twitter all day?”

I rarely have time to tweet anymore.  Instead my time is spent running my business, interacting with clients, or providing services.  Sure I could tweet on my cell phone, but as much of a multi-tasker as I already am; it’s difficult to carry on live conversations on Twitter while at the same time providing value to my clients.

I am beginning to think that those people who are on Twitter all day have nothing better to do!

And forget about tweeting, what about listening; paying attention, having a two way conversation?  I’m tired of having to wade through gobblety gook to find some real value.

Here are some current postings on my Twitter wall.  Look at them.  What’s with the first one?  What kind of communication is that?  #original #inspiration…bla bla bla.  Doesn’t look like a conversation to me.. I don’t know what it is.

“eleesha RT @noradnil: #Self-Expression ~ Eleesha.com sharing #original#inspiration & #affirmations to uplift & #inspire U →http://bit.ly/8WYdG0“

humphryslocombe humphryslocombe

I’m drunk, and right now I’m so- in love with you…

Evidently I am not alone in my tiredness of Twitter.  I recently read with much interest an article that validated my Twitter turnover.

According to a recent Pew Research Study, in spite of its worldwide popularity, Twitter has yet to become mainstream.  In fact, only 8% of adult Americans use Twitter.  And the kicker to the study was that only half of the people who use Twitter actually use it to listen. Thank you Pew Research!

Think about it.  What is the first thing you do when you log into your computer every day?  For me, it’s Facebook!

Facebook is the second most visited website in the world after Google, according to Alexa.com top website rankings.  And the average amount of time that each person spends on Facebook is about 32 minutes per visit.

The user experience on Facebook is quite different from Twitter.  When I log into Facebook in the morning, the first thing I do is read through my wall to catch up on what my friends and family are doing/saying.  If I want to, I can read for hours.  (Twitter limits your reading to about 200 posts.)  Also, because I have put my Facebook friends into groups like Family, Friends, Clients, etc., it’s easy to click on any group name and catch up on my community.   While Twitter has the same grouping functionality called lists, the difference is the people who are in the lists.  Most of my family does not use Twitter.

Furthermore, because Facebook is a closed environment (meaning friends have to be approved before they can follow us on Facebook), the communications from Facebook followers are more personal, which makes for a more valuable experience.  I prefer to spend my time on Facebook.

So what does that mean for marketers?    You tell me.  Do you think Twitter is losing its luster?  Has the novelty worn off for you too?  I’m interested to hear your opinion.

The Oatmeal, Fun for the Deranged

I’ve loved to read ever since I can remember and have been known to devour 500 page books in one sitting.  These days, I don’t have the luxury of sitting down to read a whole book, but instead indulge my passion for reading through blogs.

Here are some of my favorite blogs that I keep up with.  I bet you’ll enjoy some of them as well.

Picky  Palate.com Although I’m on a perpetual diet, and cookies are not part of it, I enjoy eating vicariously through this great food blog with beautiful photos and absolutely sinful looking recipes.

Shankman.com, Peter doesn’t mince words on his blog and I enjoy his fresh point of view.  He writes about his view on life and things he’s found that work for him.  I usually come away with a tip, or an idea that works for me as well.

MediaPost Marketing Daily: Daily updates about what’s going on in the world of big brands.  Keep up on trends.
WebInkNow David Meerman Scott is a thought leader in the world of PR and Marketing.  I like to keep up with him to see where things are going.

MentalFloss.com They say that “all work and no play makes Jack a dull boy.”  (Who comes up with those sayings anyway.)  This blog is a ton of fun and a great diversion.

The Oatmeal Blog And on that note, for a completely irreverent view on life, you’ve got to read the Oatmeal.

Now, I’ve shown you mine, won’t you show me yours?  (Favorite blogs, that is.)

Image via Wikipedia

Yesterday President Obama unveiled a new initiative to encourage entrepreneurship in the United States. Dubbed “Startup America,” the goals of this new program are to encourage “high growth” entrepreneurship to increase the number of new jobs added to the economy.

The program brings together people from both the private and public sectors. According to the White House, leaders from the most innovative corporations, universities, and foundations will partner with government to help increase the number of new business start ups.

The program mainly focuses on expanding new businesses related to healthcare/medicine, clean energy, advanced manufacturing, information technology.

As entrepreneur myself, I applaud the President’s effort. But not being involved in any of those industries, I’m a little disappointed. Why not support all entrepreneurs across all industries? Where’s the initiative for women or minority entrepreneurs? According to the Washington Post, it’s businesses owned by women and minorities that are going to fuel job growth in the coming years.

Recent Census Bureau figures show that the number of women and minorities owned businesses is growing. As of 2007, women owned almost one third of all businesses in America, and minorities owned one in five.

Here’s some key statistics from the Center for Women’s Business Research.

• 10.1 million firms are owned by women (50% or more), employing more than 13 million people, and generating $1.9 trillion in sales as of 2008.
• Three quarters of all women-owned businesses are majority owned by women (51% or more), for a total of 7.2 million firms, employing 7.3 million people, and generating $1.1 trillion in sales.
• Women-owned firms (50% or more) account for 40% of all privately held firms.

Clearly women entrepreneurs and minorities have a significant impact on our economy.

In order to be a true Startup “America” program, I recommend that the President Obama include all businesses types in this initiative. And here is what I suggest be included as far as benefits.

1. Provide small business grants and loans for businesses owners who have shown consistency, promise and drive, or who have already made a significant impact in their community.
   Develop mentorship and education programs to assist small business owners in the crucial startup phase.
2. Scholarship: Reward small business owners for investment in their communities by providing scholarships for extended learning.
3. Legislation: Pass legislation that is favorable to small businesses owners, opening doors up for business ownership.
4. Provide tax credits for starting a small business and for small business ownership regardless of whether they hire employees.

These are just a few of my thoughts about what the White House could do to have a “Startup America” program that truly embodies the spirit of entrepreneurship in America.

Small business is the backbone of our country, and its small business that is bringing us out of the depths of recession. Let’s support all startups in America Mr. President, it just makes sense.

Related articles

• Facebook, Google, and IBM Partner With Whitehouse to Encourage Entrepreneurship (mashable.com)
• Call and answer – Cabinet looks to focus on jobs (politico.com)
• Obama boosts entrepreneurs (politico.com)
• White House launches new program for startup firms (sfgate.com)

The question I get asked a lot is “How do you manage social media?”

Zemanta Screen Shot

Well it’s no secret; I use a variety of tools, many of them free.

Here are my favorites:

• Social Oomph.com:  Manage multiple Twitter and Facebook accounts, post from one place.  Schedule updates to you blog as well.
• Postling.com: I am playing with this tool, as I just discovered it.  The user interface is more visually appealing and easier to use than Social Oomph.  You can also manage multiple accounts with this and preschedule posts to Twitter, Facebook and your blog.
• Twitalyzer.com:  Hands down the best Twitter analytics program that I have seen.
• Hyper Alerts: Free service instantly emails you when you get a mention on Facebook.  Love this.
• Zemanta:  I am totally in love with this program!  Write your blog post and then Zemanta suggests links, photos, keywords and more.  There’s a plug in available for WordPress.com.  Free.

I know there are many other tools out there.  What are your favorites?  I’m looking for new discoveries, something that’s not mainstream like Hootsuite or Tweetdeck.

Related articles

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• 3 Blogging Tools You Haven’t Tried Yet, But Should (oneforty.com)

Via: Online IT Degree

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Ernest Hemingway in Milan, 1918. Photo via Wickipedia

I love writing.  No, let me put it another way, I love words.  I’m thinking about this because in my morning Twitter check up I just happened to land upon the blog of Jennifer Liebowitz, formerly Burgess.  Reading through her posts I am moved by her transparency and impacted by the power of her words.  She is a skilled writer, and the way that she uses words to bring a lonely white page to life amazes me.

Writing is the one skill that I am grateful for.  Yet, I’m the first to admit that I’m not a great writer, but just an okay one.  There are people who take the written word to a whole new level, and while I aspire to be able to do that, it’s still far from me.  To me, writing is a struggle.  But in this day and age, writing is a necessity.  Content is king, after all.  And in spite of all of our advances in technology, the ancient form of communication via writing is more important than ever.

I’ve been thinking a lot about writing lately because I’ve been reading; well- well listening via Audible.com, to the book What the Dog Saw by Malcolm Gladwell (affiliate link).  It’s an anthology of articles that Gladwell had previously written for The New Yorker magazine.

Gladwell has a gift for writing that echoes the great writers of the past, Hemingway, Bradbury, Fitzgerald, Faulkner, although Gladwell focuses on nonfiction.

Using a blank page as a canvas and the written word as his paint, Gladwell paints pictures of people, events, and ideas that captivate his reader.  When reading Gladwell’s work I can feel my brain cells literally dance from excitement for he has a way to awaken them in ways that other writers haven’t.  I don’t fall in love with Gladwell, but I fall in love with his words, as an art collector falls in love with an original Monet.    I anticipate each word with sheer delight, marveling at how he intertwines the words to create a masterpiece of writing, a literal work of art.

Of all the things I learned in high school and college, I’m thankful for learning how to write, every day.

What do you think about writing?  Do you love it?  Hate it?  Who are your favorite writers, bloggers, and authors?  I’m always looking for the best of the best.  Share them here.

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What is the biggest marketing challenge that you have in your business? According to a survey by Marketing Sherpa, 78% of businesses say that their biggest marketing challenge is generating high quality leads.

In my work as a contract Marketing Director for small business owners I see this challenge on a daily basis.  Interestingly enough many small businesses make the same mistake in addressing this problem.

That is they assume that there is just one marketing strategy that is a surefire way to generate high quality leads.  Usually that “way” is the newest marketing fad, as in the case of Facebook marketing.  The mistake is in assuming that there is a one size fits all answer to a universal marketing problem.

The truth is that for most businesses, there is no “one way” to market your business, but many ways.  Now feel free to disagree with me here, but let’s face it.   Your surefire marketing strategy today can be gone tomorrow due to circumstances beyond your control.  When then happens then what?

That’s why I teach that just like we need to have multiple streams of income, we also need to have multiple streams of marketing, using many marketing tools at one time to generate the results we desire.

So how do we know which tools to use?  It depends on your business- the product or service you sell and your maximum capacity to sell it without straining your current resources.

For example, if you own a restaurant, what is the maximum number of meals you can sell per day with all available resources?  The business capacity for a restaurant will be different than the business capacity for a real estate agent, or a consultant, or an internet business.    The simple question is:  How many sales per day/week do I want?

Now that I know how many sales per day I want, I need to figure out how many prospects I need to get those sales.  For example, if I know that as a capacity to service 5 new clients per week.  And I know that for each signed client I have to give 5 proposals (conversion ratio), and to get 5 proposals, I need to reach 200 prospects.

So I would need to reach 1000 prospects per week.    5 sales x 200 prospects per week= 1000 total prospects per week.

Your total number of prospects needed per week (reach) factored with the demographics and psychographics of your buyers as well as the frequency of touches needed will help determine what marketing tools will work best for you.    In part two we will discuss reach and frequency in small business marketing and continue this series on How to Become a Marketing Superstar.

What are your thoughts on the sales funnel?  How many prospects do you need to reach per week?  How do you reach them?

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Have you ever spent a lot of money on a traditional (print, television, radio) advertisement for your business and have it not work?  I have, many times.   And

"Drink Coca-Cola 5¢", an 1890s advertising poster: Image via Wikipedia

then in frustration I would claim that “Advertising doesn’t work.”  But if it doesn’t work, why do companies like Geico, Coca Cola and Macy’s spend millions of dollars on advertising every year?

The truth is that they wouldn’t spend money on something that doesn’t work.  And for companies like these, it makes sense given the massive numbers of people they need to buy their products every day in order for them to be profitable.

The reason that they use these mediums is simple; because television, radio and print is a very effective way to reach massive quantities of prospective buyers on a consistent basis.

Reach and Frequency

The marketing concept we are talking about here is called “Reach and Frequency.”

Reach is the total number of prospects who hear your marketing messages.  Frequency is how often they are marketed to.

Seth Godin uses a colorful and appropriate analogy about reach and frequency in his book Permission Marketing.

Think of it this way:  Marketing is like planting a garden.  Which is better?  Planting many seeds and watering them only once, or planting fewer seeds, but watering them consistently over time?

Just like your seeds will die if you only water them once, so will your marketing messages die in the minds of your prospects if they only hear/see them once.

Frequency Builds Trust

When consulting with one of my clients recently I asked about how our marketing and advertising was working.  The question was, “Why are more people calling?  Is it because of our radio ad?  Newspaper insert?  Website? “  I was surprised by his answer.  He said “It’s not just one thing; it’s everything.”

When customers call they say that they saw our insert in the paper, but they had also driven by a few times and seen our place, heard us on the radio, and they had seen us on TV too.  They finally decided  that they needed to come in and see us.

My client says that it’s all about “Reinforcement.” All of the marketing strategies we use on a regular consistent basis work together to bring more customers in the door.  The more they see us, the more they trust us.

Your reach and frequency needs will determine which advertising media will work best for you.    Just don’t do what I did and run only one advertisement and then give up.  Plant an assortment of seeds, water them regularly and then harvest bushels of success.

Always be marketing.

Related articles

• How to Become a Marketing Superstar (23kazoos.com)
• Why Permission Marketing Is the Future of Online Advertising (mashable.com)

Kevin Cronin of REO Speedwagon and Wendy Kenney, Marketing Speaker

I’ve been a professional speaker for many years and it’s been a tremendous boon to my business.  In any given year, speaking generates at least 30% of my new clients.   But you don’t need to be a professional marketing speaker to leverage speaking in your business.

Speaking is one of the most powerful marketing tools anyone can use and it’s easy.

1.  It can establish you as an expert.

2.  Sets you apart from the competition.

3.  Takes away the fear of buying from you.

4.  Makes your phone ring.

5.  Increases your value..

And on and on and on.

So where do you speak?  How do you get speaking gigs?    Here’s the quick and easy process.

1.  Tell everybody you’re available to speak.

2.  Volunteer to be a guest speaker for any groups that you currently belong to.

3.  Ask your best friends/clients to attend a workshop that you put on.  Ask for their feedback and advice.  If you’re good, they will let you know.  Tell them you need introductions to the groups that they attend.

4.  Speak anywhere and everywhere to start.  It doesn’t matter how large or small the group is.  You need the practice, and you need to add groups to your speaking resume.

5.  Speak often.  Momentum creates momentum.  I find that the more I speak, the more I speak.

6.  Join an organization to hone your skills, Toastmasters is a good one, but many networking organizations have member speakers also.  This is a good place to practice in a safe environment.

Speaking has been one of the most powerful strategies that I have used to grow my business, and I know it will work for you too.

What are your experiences with speaking?  How do you get speaking gigs?  I would love to hear from you!

Related articles

• How to Become a Marketing Superstar!
• 5 Marketing Secrets from the Big Guys
• 5 Tips for Gaining Speaker Experience (blogworld.com)

Approximately 30% of American mobile phone users have a smart phone and adoption rates are increasing.  According to comScore, a digital market intelligence company, it’s estimated that by the end of 2011, that number will have increased to 50%.    This represents a huge opportunity to small business owners who have retail locations.

Mobile phone users are enjoying the convenience and speed of being able to find whatever they want, whenever they want it, right in the palm of their hands.

With that in mind, mobile phone technology is poised to become the next big thing in retail marketing.  Mobile marketing experts say that redemption rates of mobile coupons are 10 times higher than redemption rates of printed coupons.  However, these statistics will vary based on type of business, and the reach of that particular coupon application in your business area.

There are several ways that you can take advantage of mobile phone marketing and coupons are a good way to start.  Here are nine of the best mobile coupon applications that are available to market your business.

1.         GeoQpons: One of my favorite apps to save money at both local and national businesses.  I check it every time I go out.  One time I saved 20% on my bill at TGI Fridays. Offers will be displayed to all subscribers within a 10 mile radius.  Costs $29 per store location per month.  Free for consumers.

2.         Foursquare: This popular mobile check in app also allows businesses to post deals.  One of the most popular smart phone applications, it appears that this app is also one of the most popular mobile coupon apps.  I found many deals in my area.  Free to use for both consumer and business.

3.         Mobiqpons: This application says that it’s hyper local and displays your ad to any subscriber within a 40 mile radius.  Costs .07 per click after the first 100 (free trial).  Free for consumers. I plugged this app on my Droid and found several coupons from national companies like Staples and Home Depot, but not any from locally owned businesses.

4.         The Coupons App:  My least favorite app as a consumer.  Coupons are not organized by category and not easy to find.  You have to scroll through pages and pages of coupons to find something interesting.  There are some local businesses on here.   Amazon says this is the best selling shopping app on the Android app store.    Your ad shows to subscribers within a 20 mile radius.  Costs $149.95 every 90 days.  Free version for consumers has limited functionality.  $19.95 for consumers to unlock the app for full functionality.

5.         Yowza/Where: Yowza is the coupon application for IPhone and Where is the Android version.  I like this one because it also shows local gas prices, news, and weather.  It’s well organized and easy to navigate.  I did not find many coupons in my area.

6.         Google Mobile Coupons: Google launched mobile coupons in 2009, but from the looks of it, this application has yet to pick up steam.  When I view Google Places on my smart phone, it’s easy to find businesses in my area, but if they are using the coupons function it is hard to tell.  Unlike Foursquare, there is no yellow sign that says “Deal here” on the business listing.  Also, there is no button or link on Google Places that would indicate there are any deals our coupons.  If you can find it and figure out how to use it, it’s free.

7.         Facebook Deals:  Facebook deals launched several months ago, but whether it’s been a hit is too soon to tell.  There are far fewer businesses and deals on Facebook than on Foursquare in my local area.  And from what I see, it has been difficult for some users to figure out how to use Facebook deals.  If you are a business owner it’s free to use.  See my previous post on Facebook deals.  As a side note, Facebook is going to be launching its own Groupon type deals feature.  http://www.facebook.com/deals/business/

8.         Yelp Special Offers: Yelp is one of the most widely used reviews websites in the nation, and with the additions of the special offers tab the website just got better.   The application is free for smart phone users to download and there is an easy to find “Special Offers” tab.    Contact Yelp, to confirm the cost of running an offer in your area.

9.         Valpak Mobile Coupons:    Valpak a leader in the direct mail marketing industry has launched a mobile coupon application.  Coupons are hyper local and used mostly by independent local businesses more than chains.  Good application if you’re a local pizza place who is already using the direct mail option.  Price varies.

Related Posts:

• 5 Practical Tips for Using Foursquare to Market Your Business
• 5 Ways to Market Your Business Using Mobile Phone Technology
• Why Geolocation Services May be Good for Your Business

Image via CrunchBase

Google is always changing things and as small business owners who count on Google for new customers, we need to keep up on what’s going on because it impacts our business.  Here are some of the recent changes, and some tips on what you can do to take advantage of those changes to better market your business.

Google’s “Panda” Update:

Panda is the name of Google’s latest algorithm change in February of 2011.  Google’s goal:  to weed out (and penalize) content farms; that is those sites that are “gaming” the system by posting massive amounts of low quality and duplicate content.     The update was meant to improve the user search experience so that they would only find high quality results in their queries.
So how does this impact your business website?  If you have a high quality website, it should improve your search rankings.  However, if you’re finding your website is not ranking as high as it used to, here are a few questions to ask.

• Is the content on my website original or aggregated from other sources?
• Is my site branded as an authority in my subject?  Does it answer reader’s questions clearly and authoritatively?
• Is my site easy to navigate?
• Is it obvious what my site is all about?  Does the site provide valuable information?

Google’s Matt Cutts was asked if companies need to rethink their search engine optimization strategies so as to link higher in Google as a result of these changes, to which Matt replied, “No.  Simply build a site that people love.”

Google Business Photos:

If you are a business owner with a retail location in the areas of Orange County, California; the Bay Area, California; Phoenix, Arizona; San Antonio, Texas, or St. Petersburg, Florida, you can apply to be one of the first businesses to be photographed in the “Business Photos” project.  Google wants to enhance the user search experience on Google Maps (Places) and much like you can zoom in on a business on Google Maps to get an exterior street view and many times building view of the business you are searching for, soon, you’ll be able to get an interior view as well.

Google Business Photos, interior view will be a similar experience to the virtual tour experience you can get on many hotel or real estate websites.  The program is just in its beginning stages and is free to business owners who have a retail location that is popular on search.  (Think restaurant, retail, boutique, etc.)  All you need to do is apply to the program and then Google will contact you if you are selected.

Google Plus One (+1)

In addition to the changes mentioned above, Google is also rolling out their version of the Facebook “Like” button, called +1. Simply stated, when searching on Google, and you find a website that you like, you can click on “+1” to recommend the site.  Frankly, this is a Google update that I don’t “like.”  Hey Google, is there a way that I can give it a “-1”?
Google is working very diligently to incorporate social queues into their search algorithm.  This means that a site that gets more +1’s will rank higher in search results than one that does not. In my opinion this system is rife for gaming.  Theoretically, all you have to do is to pay a bunch of high school kids, to click +1 on your site all day long to increase your site’s popularity.
Before you can”+1” things you need to make sure you have a Google profile set up.

Related articles

• Google Continues Focus on Local Search With “Business Photos” (hubspot.com)
• Google to beef up Places, Street View with interior business photos (arstechnica.com)

Has this ever happened to you?  You decided to go to a new restaurant to eat dinner, but when you arrived at the establishment there were no cars (or very few cars) in the parking lot and so you changed your mind about going there.  I know I have done this many times figuring that if there weren’t very many customers at the restaurant; it must not be a very good place to eat.      I didn’t want to take a chance and have a bad experience.

The same is true with our potential customers.  Dr. Robert Cialdini is his book, Influence: Science and Practice, calls this phenomenon the “Power of Social Proof” which basically says that people will follow the actions of other people because if others are doing it, it must be good, right, or true.

Social proof is one of the most powerful marketing strategies a small business owner can tap into.  And one great example of social proof is testimonials from previous or current customers.

Here are some statistics:

• 92% of consumers are more confident in online reviews that information from a salesclerk.
• 70% of consumers check online reviews or ratings before making a buying decision
• 69 percent of consumers trust online reviews as much as recommendations from their friends or family
• 29% more consumers prefer a businesses that has over 50 reviews over a business that has 6-10 reviews
• 20% more people will buy from a business that has testimonials on their website.

Source:  http://www.searchenginepeople.com/blog/12-statistics-on-consumer-reviews.html#ixzz1LErpDCH0

So how can a business owner tap into the power of social proof and use testimonials to close more sales?  Here are ten tips.

1.         Ask for testimonials consistently.

One of the hardest things for many business owners to do is to ask for anything, let alone ask for testimonials.  But if you don’t ask, most likely you won’t receive.  Some business owners will even reward customers for giving testimonials by giving them an added bonus in return, such as a free dessert, or an added discount.  Make it a habit to ask every customer to give you a testimonial and you will soon find you have a slew of them to choose from.  You can never have too many testimonials.

2.         Make it easy for customers to give you testimonials.

Even though you’ve asked, you’ve also got to make it easy for customers to give you testimonials.    Post a form on your website, put links to review sites in your email newsletter, on your invoice or receipts.  Ask for reviews on your business cards, stationary, or on social media.  Make it even easier by suggesting what they should say by giving them a template to fill out.  For example, your template could say:

“In the past, my experience with other companies has been _____________.  But then I found __________ and all that changed.  I’ve been doing business with this company for over ____ years because _________.  What I love about working with them is  ___________________.  I’ve had the following results: ______________________________________.   I would highly recommend them because_______________.“

3.         Use real names as much as possible.

A testimonial is more credible when it shows the full name of the person giving the testimonial as well as their company, city or other affiliation.  If you are not able to get a full name, get at least a first name and a last initial as in “Frank R.”  If you can’t give the name of the company they are with, give their position and industry.  For example, “Frank R. Marketing Director, Major US. Pharmaceutical Company.

4.         Tell customers what kind of testimonials you want.

The more specific a review is, the more credible it is.  For example, Marie Osmond said, “I lost 50 pounds on Nutrisystem.”  When you read it, you know in your mind what an extra 50 pounds looks like.  Her testimonial would be far less powerful if it said “I lost weight on Nutrisystem.”  When asking for testimonials, give your customers clear instructions to make them as specific as possible.

5.         Timing is everything.

The best time to ask for a testimonial is immediately after you have done business with them while the experience is still fresh in their minds.  It’s also the time that they are most likely to give a testimonial.

6.         Don’t forget to get their permission to use their testimonial.

This can be as simple as pointing them to an online review site such as Google, or Yelp.com, where people know that their reviews are for public use.  But if you are gathering reviews in any other way, make sure you ask for and receive their permission to use them.

7.         Testimonials don’t have to be in writing.

In fact 67% of the adult population says they are visual learners and prefer images over words.   A testimonial can be as simple as a customer holding your product in a photo and looking very happy, or as complex as a two minute video created on your mobile phone.  Be creative.

8.         Once you receive them, put them front and center.

Testimonials are so powerful, they can and should be used anywhere and everywhere: on your website, social media, business cards, stationary, invoices, receipts, shopping bags, front door, advertising, and more.  And make sure that they are front and center.  For example, you only have about 9 seconds to capture a potential customer’s attention when they visit your website.  Don’t hide your testimonials on a page that they have to click to find.  Put some testimonials right on the home page so it’s one of the first things a potential customer sees when they get to your site.

9.         Monitor and follow up. Because testimonials have such major impact on your business, it’s important to monitor the Internet 24-7 to make sure you keep up on any kind of review  about your business.  I use a tool called Postling.com to monitor some review sites.  You can also use Google Alerts.   It’s important that you respond to any and even all reviews you receive.  Say thank you for the positive reviews.  Always follow up.

10.       What to do about negative reviews.

Negative reviews are not necessarily bad for your business.  It’s how you respond that will make all of the difference.  Last summer a restaurant owner in Phoenix received a negative review on Yelp.com.  The owner responded in a very negative manner, attacking the reviewer, claiming they were hired by the competitor to review their restaurant etc.  But the attacks didn’t stop there, they continued on and on for several posts back and forth between the reviewer and the business owner on Yelp.com.  It wasn’t long before traditional media picked up the story and then suddenly the online tirade was in front of all of Phoenix.  I don’t know what happened since then, but I know it certainly wasn’t good for that restaurant owner’s business.

When you get a negative review, the first thing to do is to take a deep breath and do nothing.  Resist the urge to respond right away to defend your business.  One of the important things I learned long ago about unhappy customers is that they don’t necessarily want to be right, they just want to be heard and understood.  Give yourself 24 hours to respond.  Try to contact the person privately to resolve the situation.  If you are not able to, then respond with something like “Thank you for your feedback.  We value the comments of our customers and we certainly want to resolve the situation for you.  Please contact me at my business so we can work it out.”

Even if you are not able to resolve the situation, don’t let it bother you.  At one time or another, we all will have an unsatisfied customer.  Customers take that into consideration.  If you have one negative review and several positive reviews, it’s going to have minimum impact on your business if any, and if you respond appropriately, it may even have a positive effect.  So don’t let negative reviews upset you.  Turn them into an opportunity.

Question:  How have you used testimonials in your business?  What are your tips?  Leave your comment here by May 20th and I will pick a random person to receive a copy of my best selling book How To Build Buzz for your Biz.

“Wendy, I know I have said it 100 times but thank you so much for everything you’re doing for our company. You’re truly are a blessing!” -Lauri Leadley, President, Valley Sleep Center

Wendy Kenney is the best selling author of How to Build Buzz for Your Biz, Tap into the Power of Social Media, Publicity and Relationship Marketing to Grow Your Business, available on Amazon.com.  She has been featured in the New York Times, Wall Street Journal, USA Today, and Newsday. Grab your free ebook; How to Build Buzz for Your Biz; 23 Creative and Inexpensive Marketing Strategies That Will Get Your Noticed, at http://23Kazoos.com/free. (No sign up required.)

Related articles

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We had an exciting week at 23 Kazoos!  Two of our clients won awards from the Phoenix Chamber of Commerce.  Valley Sleep Center won Business Owner of the Year, and Virginia Auto Service won for “Response to Adversity.” (By the way, there were 70 businesses in the competition.)

Award programs are a big deal because they generate a lot of publicity for the companies who win them.  This leads to greater visibility and credibility in the marketplace which leads to more profits.  It’s a win, win, win!

Before you apply for awards programs, however; there is some work you need to do.  First thing is to make sure you that you meet the requirements of winning these programs.  The application process in many of these programs can be fairly rigorous.  These are not popularity contests based on how many votes your company can get on Facebook, but whether how does your company excel in the categories the program is measuring.  Like the Phoenix Chamber Impact Award Program, many of the awards programs look at criteria like company culture, community involvement, growth of the company, profitability, core values, marketplace sentiment, and more.

By understanding the awards programs ahead of time, you can begin to position your company to win these awards.  For example, what does your company do for the community?  Do you have any formal programs to give back?  If not, then you’ll need to start some.  What is your company culture like?  Do you know?  If not, you may want to survey your employees.  Many of the awards programs require an employee survey as part of the application process.

Part of what we do at 23 Kazoos is to help companies position themselves so they can win these programs.  Then when the time is right, we manage the application process for you because many business owners are just too busy to take the time to fill out a comprehensive awards application.

If you are in the Phoenix area, there are a couple of awards programs accepting nominations right now that I highly recommend you apply for including the Spirit of Enterprise Award sponsored by Arizona State University, and the Most Admired Company program sponsored by the AZ Business Magazine and BestCompaniesAZ.  However there are many more as well.

Apply for, and win business awards, and you’ll reap the benefits.

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“In a speech recently, someone asked me what the difference was between LinkedIn, Facebook, and Twitter.  I said, “Facebook is a Bar; LinkedIn is a Business Club, and Twitter is a Megaphone attached to a Water Cooler.  The one most likely to be hacked and spammed is Facebook.”  Beth Terry, The Cactus Wrangler, Professional Speaker”

With close to 700 million active users, Facebook is the number two most visited website in the world after Google.  The popularity of Facebook by the general population also makes it one of the most popular websites for hackers.  A recent news story said that over 5 million households have been affected by some sort of Facebook attack in the last year, with the biggest issues being identity theft and virus infections.

You can’t go a day without seeing evidence of another attack on Facebook.  In fact, as I write this post, two of my Facebook friends were tagged in a post labeled “Wera Pola’s Album.”  The tag shows two photos of some scantily clad women with a link that says “Want some naughty fun?  Join now (website link).”   I know my two friends on Facebook well enough to know that they did not put up this content, so obviously they were hacked.  This very easily could be a virus.

It appears to me that security issues of that scope would cause users to get fed up and abandon using Facebook because the risk is greater than the benefit.  Indeed, while Facebook is still growing, users are abandoning Facebook at record speed.  In May of 2011 alone, according to Inside Facebook, the United States lost 6 million users, and Canada lost over 1.5 million.  While the statistics do not state why users have abandoned Facebook we can only surmise that it has something to do with concern about online security in addition to other factors.

For the rest of us who think the risk is worth the reward of using Facebook, how can we protect ourselves from identity theft, virus infections and other security issues?  Here are some tips:

1.            Regularly update your privacy settings. Facebook’s default privacy setting for all users is “Everyone.” If you don’t want the whole world to see every post, photo, and link you like, share, or post, change your settings to “Friends only.”  Privacy settings can be changed under the “Account Tab” which is located on the top right of your Facebook screen.  It’s important to update your privacy settings regularly because Facebook adds new features often and when they do, you’ll want to make sure have updated privacy settings.

2.            If you don’t want a stranger (or your boss) to read it, don’t post it, period.  Like the old saying, “an ounce of prevention is worth a pound of cure,” it’s a lot easier to be safe on Facebook if you don’t post it.  Refrain from putting up your email, address, phone numbers, and other personal information.  Even if your security settings are set to “Friends Only” there are no guarantees that your information is safe.  Better not to post it than to worry about it.

3.            Don’t click on links from within Facebook. A link can be disguised to look like it’s coming from a reputable source even when it’s not.  If there’s something that you’re interested in from that source, go directly to the source.  This one is worth repeating: don’t click on links from within Facebook.

4.            Use a secure password and change it regularly. Now I know that it’s difficult to remember a hundred different passwords and that’s why you use the same one for everything you do online, but that’s a very bad idea.  You only have to get your identity stolen once time to know how much of heartache it is and how difficult it is to get things cleaned up.  Use secure passwords and change them regularly.

5.            Just say no to Facebook applications and games.  In October of 2010, the Wall Street Journal found that popular Facebook game Farmville, owned by Zynga, as well as other games, was transmitting Facebook users’ private information to Internet advertising and tracking companies, even though the users had set their privacy settings to the strictest setting of “friends only.”  While Zynga and Facebook took immediate action to remedy this situation, the fact that it happened still remains.  Do you really want to trust your private information to Facebook and the third party companies who create these applications?

6.            Change your browser settings on Facebook to the more secure “HTTPS” setting. HTTPS or Hyper Text Transfer Protocol works on Secure Sockets Layer (SSL), a protocol primarily developed with secure, safe Internet transactions in mind. The protocol encrypts your login cookies and other data so that other programs are not able to access it.  However, just like the default privacy settings in Facebook are set to “everyone,” the default browser setting is the less secure version of http.  To change your security setting, go to the “Applications” tab on your Facebook page and click on “Account Security” Note: if you use this secure setting you won’t be able to access applications or games.

7.            Use Facebook on a secure Internet connection. Free wifi isn’t all it’s cracked up to be.  According to Peter Shankman, Founder of Help a Reporter Out, free wifi is “not safe at all.”   Shankman says, that with a “..run of the mill password crack program..someone can start grabbing every single packet you’re transmitting. And yes. People do. All the time.”  In fact, Shankman demonstrated how easy it is for someone to grab your info with a simple program anyone can download for free.  And while no connection is 100% safe, it’s better to use a secure connection such as a password encrypted LAN, Wireless connection or hotspot.

Security issues are- and will – continue to be a major threat to the users on Facebook as long as it continues to be one of the most popular websites in the world.  Is your security worth the risk or are you ready to abandon Facebook as well?  I’d love to hear your comments.

Related articles

• 7 Tips for Marketing Your Business on Facebook
• Helpful Tools to Manage Your Social Media

A day at sea. Photo Credit Julien Barrier via Flickr

If you own a small business and don’t know what a Google Place Page is, you may be missing out on enticing new customers to venture through your front door.  Launched as an offshoot of Google Maps, Places Pages provide in-depth information about all kinds of places from within a Google Map and as part of a Google search.  A Google Places Page literally puts your business on the map and offers potential customers a quick peek inside.

Google Places has recently introduced significant changes to the look, feel, and function of Places pages in an effort to simplify the user experience and make Places Pages more valuable to businesses and users alike.  In addition to making the layout of each Places page cleaner and less cluttered, features like uploading photos and writing reviews are now easier to find and easier to use.  The new layout also changes how customer reviews are shown, removing review snippets from other sources and focusing review and rating counts on Google reviews only.

But the question on everyone’s mind is what does this mean for me and my business?  If I don’t have a Places page, do I need to get one?  How can I use my Places page to boost my visibility in local search results?  Here are six ways you can optimize your Google Places page and make sure the business that pops up on potential customer’s maps is yours.

1.  Claim Your Page

Make sure you are capitalizing on this free advertising resource by creating a Google Places Page for your business if you don’t already have one.  You will need a Google ID and can create one if needed as part of the process.  Creating your Places page is fairly simple, but it does require a validation process that can take a few weeks.  The benefits are worth the wait because this validation process lets every potential customer know the information on your businesses Places Page is legitimate.

2.  Check Your Information

When you go to claim your page, Google will check to make sure there isn’t a Places page already created for your address.  If one exists, you want to claim that page, go through the validation process, and make sure you have control of the Places page that is representing your business.  Be sure to check all the information on the existing page to ensure it is accurate, current, and representative of how you want your business to be presented.

This is an important step for newly created Places Pages too.  Once your Places Page is validated and available, check to make sure everything from your phone number to your map pointer position is correct.  This is one way new customers will find you, don’t make them go searching for the right phone number or they might end up finding someone else while they are looking.

3.  Use Pictures to Tell Your Story

One of the best ways to help potential customers get to know you is to use the photo slots available on your Places Page to shine a spotlight on the best things about your business.  With 10 photo slots available, there are several ways you can use pictures to tell your story.  If your business is all about customer service, using images of your smiling staff or your satisfied customers gives those who visit your Places Page an immediate sense for who you are and what it’s like to be your customer.  If your business is known for the most fabulous cupcakes in town, beautiful images of your delectable creations might be enough to entice a new customer to come in and see if they taste as good as they look.

4.  Use Videos to Bring Your Business to Life

If a picture is worth a thousand words, what can a video do for your business?  Where pictures can tell your story, videos can bring it to life.  By adding videos to your Places Page, you offer potential customers a view inside, a way to get to know you, your business, your employees, or your products without leaving their chair.  Use the five video slots available on your Places Page to bring viewers into your world and show them why they want you to be their dentist, florist, landscaper, grocer, photographer or mechanic.

5.  Keep Keywords in Mind

One of the most powerful things about every Google product is the ability to search and find what you are looking for quickly and easily.  Keep this in mind when you are completing your Google Places Page registration and when you are loading your photos and videos.  Use keyword specific words in your business description.  Choose or create keyword specific categories to describe your business.  When uploading photos and videos, make sure the titles are keyword specific.  In a world served-up by Google, keywords are king and using them appropriately will have your Google Places page popping up on the maps and in the search results of the people who are looking to buy what you are selling.

6. Get Reviewed and Rated

With the recent changes to Google Places, it is more important than ever to get your loyal, satisfied customers to turn their praise into prose and write a review for your business.  Solicit reviews from satisfied customers by asking them in your shop, on your website, and on your Facebook page.  Reviews are a key part of your Places page presence and tell customers that you aren’t the only one who thinks your company is great.

Related articles

• Google Places removes third-party review snippets (digitaltrends.com)
• Google Places Page Update Means You Need Google Native Reviews (seo.com)
• Google ‘Places’ Drops Outside Customer Reviews (huffingtonpost.com)

I found a cool tool yesterday. Turn yourself into an infographic. Compare your twitter profile to any celebrity’s. Here’s mine. @WendyKenney vs @theellenshow

It turns out that Ellen and I have a few things in common. We’re both happy!!

Here’s the link so you can get your own! Enjoy this cool tool! http://visual.ly/

Looking for a creative contest idea to to get more “Likes” on your Facebook page?  Want a way to keep your

Sunset in the trees. Photo credit: Trieu p Nguyen Flickr.com

current fans engaged or to generate some buzz for your business?  Running a contest on Facebook can get you all these things and more.  Facebook contests are an instant draw because they create a sense of anticipation and excitement that draws people in and convinces them to sign-up for something they might normally skip.  There is just something special about the possibility of winning.  Companies in every industry have used contests to build their brand, generate excitement, and get their message to their target markets, and so can you.  Here are five tips to help you design, create, and run a successful and creative Facebook contest.

1.      Follow the Rules

Follow the Facebook Promotion Guidelines whenever you are running a contest, sweepstakes, competition, or offering.  Facebook prohibits users from running contests that use any Facebook functionality.  This means your contest has to be run via an application like Wildfire or Shortstack.  Requesting that entries are posted to your wall, announcing winners in your stream, and asking users to upload pictures into Facebook directly are all prohibited.  Violating the guidelines can get your page removed.  Here are a few contest app providers that can help you create a contest that adheres to the Facebook Promotion Guidelines.

• ShortStack – Offers free trial and free services for businesses up to a certain size.
• Wildfire – Provides easy to create contests with reasonable rates.
• North Social – Offers easy to use apps beyond just contests at several pricing levels.
• Votigo – Targets large scale campaigns

(Facebook Promotion Guidelines – http://www.facebook.com/promotions_guidelines.php)

2.      Focus on the WOW Factor

In the constantly scrolling world of Facebook, grabbing people’s attention is hard to do, but keeping it takes something special.  You don’t always need a huge prize budget to find your WOW factor, just a little creative customer centric thinking.  Don’t offer a prize everyone wants; offer something that will attract your ideal customer.  Bulbstorm partnered with Titus Cycles for a creative campaign designed to double the company’s fan base, generate 12 tattoo designs featuring the company’s logo, and increase fan engagement.  The contest asked fans to submit their original tattoo designs for consideration and the winning design, chosen by user voting, won its creator a top of the line mountain bike in addition to the tattoo.

3.      Marketing Matters

Treat your Facebook contest like any other marketing campaign and target the type of contest, the prizes offered, and your promotional efforts to your ideal customer base.  Formic Media created a sweepstakes campaign for ThinkProducts that used targeted Facebook ads to promote giveaways and drive perfect prospects to the sweepstakes entry.  These ads helped increase the page’s “Likes” by 44% in a single month and outperformed other mediums in generating awareness and acquiring new fans.

4.      Get People Talking and Keep them Coming Back

One way to build your brand and generate buzz is to feature an interactive contest that inspires user participation, encourages users to invite other users to participate, and provides a reason for users to keep coming back to see what’s happening.  ShortStack, one of the contest app providers, helped one of their users, a clothing company, increase their fan base from 3,500 to 25,000 in a single campaign.  By offering to giveaway a pair of jeans to fans who were nominated by 20 other fans of the company, the campaign got users to get their friends and family to “Like” the company’s page so they could nominate them and help them win a pair of jeans.  This is a perfect example of how participation and multiple interactions through contest activities can drive fan engagement.

5.      Promote Everywhere Your Fans Are

Don’t limit your creative Facebook contest ideas to your wall.  Tweet contest information throughout the life of the contest campaign.  Post it on your website and in your store.  Set-up a laptop in your shop and let people “Like” your page and enter your contest while they are waiting in line.  If you publish a newsletter or ezine, make it front page news and drive higher engagement rates across all your customer interactions.  Mia’s Pizza & Eats in Georgia has run several successful Facebook contests that promoted participation on Facebook and in their restaurant.    One contest asked customers to submit pictures of them eating at Mia’s and then polled the fans to pick the best customer picture.  This brought Facebook to the restaurant, but more importantly, it brought their restaurant to life on Facebook.

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I recently had the opportunity to review the book How to Make Money with Social Media -An Insider’s Guide on Using New and Emerging Media to Grow Your Business, by Jamie Turner and Reshma Shah, PH.D.    (Note:  the book was sent to me by the author.)

I was impressed with the information shared in the book and offer a few highlights here.

The book goes in-depth into some marketing fundamentals that I’ve found are foundational to any marketing strategy but are often times missed by business owners who just want the quick fix.  That is before you start running marketing campaigns, you need to understand who your customers are, and what their lifetime value is.  That will help you determine how much time you will need to spend on social media marketing.  Hint:  the greater the lifetime value of a customer, the greater the amount of time you should spend on social media.

To get a feel for the book, I asked Jamie to put together a video for us.  His video, Facebook Tips for Business Owners is posted below.

Enjoy!

Me and Daron Sutton, Announcer for the Arizona Diamondbacks

If you’re a business owner looking for some creative contest or marketing ideas, you’ve come to the right place.  Here’s a secret:  If the media is talking about it, so are your customers.  Play into what they are interested in with some creative marketing promotions.  Here are some marketing ideas that you can use for September that will make your business become a customer magnet.

• Labor Day- Big promotion opportunity here.  Have a Labor Day Sale; contact a local news outlet with your Labor Day story idea.
• Back to School-Anything back to school is hot during this time of year.  Ideas include:  Back to school clothing, technology, jitters, social media, school lunches, lunch boxes, commercial food in schools, school routines, bullying, cyberbullling and more.   Pitch a story to the media, have a contest, or even put on a sale around this theme.
• Football Season- Americans love their football and with the NFL strike over, the interest in football is at a high.  Play to their interest by having football themed events.  Proclaim your place of business as the “Official (or unofficial) headquarters for purchasing, eating, etc., of your favorite NFL Team.   Put together favorite team – inspired promotions.  Restaurants can have viewing parties, favorite team-named menu items or even contests.  (I.E., if the Cardinals win, you’ll save 20% on everything red in the store, Monday only.)  The opportunities to build buzz here are endless.  Don’t miss out.  (Note:  Please pay attention to trademarks and copyrights before using any logos, photos, or other representations of the NFL.)
• 9/11/11 - By no means am I making light of the events of September 11^th, 2001.  However, the media and virtually everyone else in America is going to be talking about it.  This is an opportunity to celebrate America, remember the people who died on September 11^th, and those who died in the rescue efforts.  Perhaps you can put together a promotion to give back?  Be sincere and sensitive in what you do on this day and you’ll set yourself apart from the crowd.
• Baseball Season Ends, Playoff Season Begins- September 28^th is the official first day of the MLB playoffs.  If you’re in an area with a team in the playoffs, don’t let this opportunity slip by.

What other creative marketing ideas do you have for September?  What have you done?  I would love to hear from you.  Comment here and you will be entered in a drawing for a free copy of my book, “How to Build Buzz for Your Biz.”  Contest ends August 22^nd, 2011.  

Related articles

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If you’re thinking of ways you can promote your business in September, here are just a few unusual

Bicycle Instagram: Photo credit: Ross Mayfield via Flickr.com

holidays to get you started.  Use them to come up with your own creative marketing ideas, contests, or story ideas to send your local media.  Really, the opportunities to market your business are unlimited.  By tapping into these unique holidays you’ll also keep things new and fresh for your customers and prospects- which is always a good thing.

September Marketing Ideas/Publicity Calendar

• Google’s Birthday Month
• Be Kind to Editors and Writers Month
• National Chicken Month
• National Coupon Month
• National Mushroom, Honey and Organic Harvest, Rice and Prime Beef Month
• Shameless Promotion Month
• Leukemia and Lymphoma Awareness Month
• National Waffle Week 1-7
• Line Dance Week 12-17
• National Singles Week, 18-24
• Dog Week 22-26
• VJ Day 2
• Oatmeal Day 4
• Labor Day 5
• International Chocolate Day 13
• Oktoberfest 17
• Google’s Birthday 27

Related articles

• 5 Tips for Facebook Contests
• Creative Marketing Ideas for September 2011
• When is Labor Day 2011? Now Google Tells You

Dragonfly in Texas, Photo Credit: Cynical Pink on Flickr.com

I’ve written about creative contest ideas for marketing several times because they can be a low cost, no cost way to market your business.  However, not all contests are created equal.  Before you run any kind of marketing contest it’s important to understand the laws.

Here’s is an excellent blog post on contest law by Sara Hawkins on the Social Media Examiner.  While her post is mostly about social media contests, the information applies to all other marketing contests as well.  Be aware of the laws in your state before you have your own contests.

Related articles

• 5 Tips for Running Fan-tastic Facebook Contests (23kazoos.com)
• Creative Marketing Ideas for September (23kazoos.com)
• Creative Marketing Ideas for September 2011 (23kazoos.com)
• HOW TO: Successfully Run a Social Media Contest (mashable.com)
• 4 Reasons Why Contests Should Be Part of Your Marketing Strategy (mashable.com)
• Smart contests part 1: How to design a successful Facebook contest (smartblogs.com)

Drive more traffic to your website and get more leads with this comprehensive infographic from Unbounce.com. Understand the different types of online marketing, lead generation and inbound marketing strategies for your website. This guide also gives information about social media marketing, email marketing, organic marketing, pay per click marketing and SEO (Search Engine Optimization.) Valuable tool.

Unbounce – The DIY Landing Page Platform

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Pandora Radio does word of mouth marketing right.

Word of mouth marketing is a mystery.

One of the most common marketing challenges small businesses face is getting the right message to the right people in a way that gets them to buy. The oldest and often most effective type of marketing is also one of the hardest for business owners to generate themselves; good word of mouth marketing.  But how do you build it, foster it, encourage it, and use it to boost your bottom line?

There is no magic mix of message and method that will guarantee that your customers spread the word about their positive experiences.  It can be helpful however, to look to the companies who have shown impressive growth while relying primarily on word of mouth to build their business.  Pandora Media is one of those companies.

In a recent episode of AMATV  from the American Marketing Association, Pandora Media was highlighted for its success at building a 100M+ user base almost entirely through word of mouth marketing.  In order to become the largest streaming internet radio provider in the U.S., the Pandora Media company looked to their music loving customers as the primary source of advertising and new user acquisition.  The combination of product, service, and operations Pandora uses to attract new customers and to retain existing customers offers some insight into what it takes to build a word of mouth brand.

1.       Give Them What They Want

Building off their patented Music Genome Project, Pandora allows users to create their own radio station with little more than a mouse click or two and then stream this personalized collection of songs through a browser, most smart phones, several stand-alone devices, and even the stereo of their car.  In essence, Pandora is giving people what they want, when and where they want it!  And to top it off, it’s free!  It’s almost like winning the lottery, when you didn’t have to buy a ticket!  And because it’s so exciting, and such a great deal, people want to spread the word to their friends so they can get it too.

2.       Use Personalized Email Marketing Sparingly

Good word of mouth marketing isn’t just about the initial purchase of the product, it’s about keeping the customer happy after the product is sold.  This is especially true because people are more likely to complain about something they don’t like than to rave about something they do like.  One way Pandora works to keep its customer base happy is to focus all their communication with users on information that is relevant to that specific user and offers value.  By using email sparingly for marketing and product pushes and ensuring every touch point offers value to their customers, Pandora protects their relationships and maintains their customer’s goodwill.

3.       Keep it Simple

Another reason for Pandora’s success in building their customer base is the simplicity of both their product and their customer experience.  The ability to offer an extremely personalized service that is simple to use is one of their key selling points.  Another is the ease with which someone can explain what Pandora is to another person.  Customers are more likely to invite their friends and families to use a product if they don’t have to wonder or worry if that person will be able to find it, figure it out, and use it.  By maintaining a product that is easy to use and easy to explain, Pandora set the stage for instant customer word of mouth.

4.       Focus on What Customers Want Most

Pandora’s customers are all about the music.  From the initial creation of the Music Genome Project to their marketing plan to their customer service and communication strategies, everything is about the music.  This focus helps keeps their message clear and concise and keeps their music-loving customers content and coming back for more.  By staying focused on what it was about them that drew their customer base to them in the first place, Pandora ensures that customers will keep spreading the word and converting new customers to their brand.

So the question is; what can you do to inspire word of mouth marketing in your community?

Related articles

• 7 Keys To Word-Of-Mouth Marketing On Facebook (allfacebook.com)
• Pay Attention to Your Competition and Stand out From the Crowd (23kazoos.com)
• 7 Essential Aspects of Word of Mouth Marketing (socialtimes.com)
• Guerillas Use Word of Mouth Marketing (entrepreneur.com)

Interesting infographic about how people use their smartphones. Via Google Think.

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You don’t have to spend a lot of money on marketing to get extraordinary results.  Just read the stories

Unusual low cost marketing built Celebriducks overnight.

from these nine business owners.  Use their ideas to brainstorm your own unusual low cost marketing ideas that reap extraordinary results.
1.         Gone Flyer Crazy!

A friend and I started a free textbook price comparison website during college. This website allows students to search for their class textbooks and find out which online bookstore has the best price on new, used and rental textbooks. Early on, we were limited with how much we could spend on advertising, so we made up 2000 simple flyers. Our target market was college students of course, so we proceeded to plaster the flyers around college campuses in our city anywhere we could. This included bulletin boards, dorms, classrooms, bathroom stall doors, etc. It was working well so we then expanded our efforts and started plastering cars all around campus with flyers under their wipers. We hit each street for blocks surrounding the colleges as well as any parking lots in those areas.

Finally, the thing that really got us a ton of exposure was we took flyers and taped one on the front of every newspaper in every newspaper stand we could find. This worked especially well on campuses as the student newspapers were free which resulted in a huge readership rate. After a few days of posting thousands of flyers on the top of each newspaper in the stand, we did get a complaint from the newspaper and stopped with that particular method. It didn’t matter though, by that time we had increased exposure to our website tremendously and we continued to gain momentum the rest of the year.

Nathan Letourneau, www.CampusBooks4Less.com

2.        Leverage Yourself by Speaking

I learned early on that getting in front of one client at a time would not build the business fast enough. It was imperative that I get in front of a lot of people quickly, but had little money to spend on marketing. I needed to “think outside the box” and find low cost ways to get the public to know who I am and what I can do for them.

I looked in the yellow pages of area telephone books and went to libraries in the area. I then contacted local clubs and professional organizations that were listed and offered to be a speaker for their meetings. I provided a list of topics I was qualified to speak on as well as a copy of my bio.

I also got very good at media relations, making sure that all local newspapers knew when I would be speaking and whenever possible printed it in. After about six months I found myself speaking on average, once a month to groups from 10 to 100. This enabled me to get in front of a lot of potential clients quickly and build my business at minimal cost to me.

I built my business from scratch to approx. $200 million in assets under management and about 1,200 clients.

Nancy D. Butler, CFPR, CDFA, CLTC
Butler Communications,  www.aboveallelse.org/blog

3.        Interns Make Dollars and Sense!

We hired several interns to handle different aspects of our business. Specifically we hired a PR and social media intern to handle those areas of our marketing. They helped us with everything from writing press releases to contacting the media .  Our social media interns have helped us gain Twitter followers, interacted with Twitter followers, gain more “Likes” on Facebook, interacted with our Facebook followers and even started discussions on LinkedIn where we were able to be “authorities” in the internship field.

The results were spectacular. We’ve landed numerous interviews with the media and bloggers- our biggest interview was with Fortune.com. We’ve gained over 3700 Twitter followers and regularly see Facebook as our top “referring” site in our Google Analytics. We’ve begun to be an ”authority” on LinkedIn discussions on all things interns. And we’ve also found partners, affiliates and customers through all of these channels.

Justin and Dreame Lee, Intern Profits

http://internprofits.com/justin-and-dreama-lee-bios/

4.        Little Red Lunch Bags

My best marketing approach came about when I in the mortgage business and trying to figure out how I could possibly afford to take everyone I wanted to speak with to lunch. The answer was that I couldn’t — but I could still buy a lot of people lunch and make my point with a little creativity.

I bought small bright red gift bags from Wal-Mart (.49 each) that happened to match the red of my company logo. I filled them with bottled water, granola bar, string cheese, candy, crackers, and a small apple, stapled my business card to them, and included a note: “If you’re busy enough to work through lunch, you need this. If you want a mortgage lender who works as hard as you do, you need me.” I delivered them to new companies and they worked like a charm. I was even invited by a few HR departments to do a presentation on home-buying in the community. I brought a couple of trusted Realtors in and cemented my relationships with them too. Each lunch cost me under $3.

Gina Pogol,  http://www.hsh.com/press-room/editorial

5.        Press Releases Built The Company

Bottom line we live and die with our press releases and PR has totally built this company. We sent some out in the launch of our line and it ended up producing almost everything you see on our website from CNN to the New York Times. Just a few magazines, newspapers, and national TV stations picking up your story can change your company overnight as it did ours.

Craig Wolfe, CELEBRIDUCKS

6.        Facebook Story Ads

We used our Facebook page to grow our newsletter list. Our newsletter list is our number one sales funnel so it’s important that we are constantly growing it. We’ve grow it completely organically, with no buying  of lists whatsoever.

How we did it:  We set up what Facebook calls “page like story” ads. These aren’t normal Facebook ads – they actually have no headline and no copy. They just show a user when their friend likes our page, The Dash. You can set a daily allowance so you don’t have to spend oodles and oodles to use this method. We set a low daily limit. We also have our welcome page on Facebook set so that people first sign up for our newsletter and are then taken back to Facebook to “like” us.

Our goals were to further build our brand awareness and “like” count on Facebook but ultimately get those people on our newsletter list.

As a result we went from a few thousand “likers” on Facebook to over 10,000 in a few months. We also added thousands of new names to our email newsletter list (our main funnel for sales).

Laura Roeder,  http://lauraroeder.com

7.         Facebook Friends and Fundraising

I started my business just over a year ago as a senior in college (I am 23). Since that time, my company has now become the largest aggregator of student course and textbook information in the country, and we are beginning to grow rapidly across the nation. The press has also been very interested in our work, and we have been featured in the NY Times as well as local CBS and Fox News channels.

We’ve spent minimal dollars marketing the website, and a high portion of our traffic actually comes from Facebook, but not from Facebook ads. We offer fundraisers for student clubs and organizations whereby we pay them small amounts to post status updates or invite their friends to a Facebook event.
Since our website is very unique when it comes to purchasing textbooks, we have found that these methods help word travel virally within a school. For example, at the Claremont Colleges in Southern California, we had about 25% of the student body visit the site in 4 days because it spread virally through Facebook. At UPenn alone, we’ve had almost 500 unique hits as a
result of 2 days using this method.

Jonathan Simkin,  SwoopThat.com

8.        Scrappy App Marketing

I have a startup called Swayable and an iphone app too.  I have a pretty tight budget so have had to be VERY creative with marketing ideas. I wanted to share what I call “scrappy app marketing” Since I have an iPhone application, I figured the best way to get downloads and users to my app was to cross promote in other applications. Well that can be pretty expensive and click through and download rates from my testing were so low that I just wasn’t worth the costs.

So I decided to use appmakr.com and create my own applications that target my audiences. I have a large teen following so I created celebrity news applications ala Justin Bieber, Selena Gomez, Lady Gaga. And in that application I run inexpensive contest to win swag for that celebrity by using and engaging with Swayable.com I also have the ads within them only cross promote my own products.

Every time I do a push notification to any one of these applications Appmakr does charge a fee, but that’s my only cost and I get much targeted direct access to my potential customers in an application that they love, because I’m presenting them content about a topic they are passionate about.

My goals with this were to simply get more users and more downloads of the Swayable application. In the first 3 months of doing this my traffic tripled each month and continues to grow at increasing rates. I can tell it’s in large part to these efforts based on tracking.

I am now thinking of other audiences I can reach and working on creating apps for this as well.

Lindsey Harper, Founder & CEO Swayable.com

9.        Leveraging LinkedIn

We leveraged a LinkedIn Group conversation that lent itself to our expertise.

How you did it: Someone in the group asked everyone to list their website. We were able to look at each person’s website from our mobile phones to find out it if it was mobile or not. If it wasn’t, we had a reason to connect with them – an “easy in”.

What your goals were in doing this marketing and what were the results.: At first we thought it was a kind of a one-off idea that may and may not work. But for us, we were happy to get be able to create one mobile website – that was good enough profit for us! We ended up signing one person up for a mobile website but received inquiries from approximately 14 people who were
interested in going mobile, 30 or so who were interested but didn’t have the budget and the remainder simply didn’t respond. All-in-all, it was a success for us – just for branding alone. I think we emailed around 600 people.

Because I think people forget about LinkedIn, this story reminds people to pay attention to conversations going on there that your company can chime in on.

Sierra McMillan Sierra@Hi5MobileMarketing.com

Related articles

• Facebook Ads: 5 Tips for Success (mashable.com)
• Facebook’s Sponsored Stories Ads Appear in the New App Ticker (insidefacebook.com)

Special Guest Post by Tanya Gagnon, Owner of Miss Details Design

Seasonal Branding is another creative marketing idea that business owners can use to build buzz. Image credit: Miss Details Design

As fall approaches, we are noticing seasonal changes in brands. Starbucks launched a campaign to offer their Pumpkin Spice Latte to one city before all others. In addition to special product offerings, Starbucks changes the cups they use on November 1st. Starbucks also creates a buzz around their seasonal changes, and encourages consumers to be excited about product offerings. The ad campaign,  and excitement that Starbucks generates in the fall creates brand momentum and leads to higher sales in the fall and winter months.

Launching a seasonal campaign can add value by giving a brand a fresh look and feel, while expanding a brand’s personality. For example, our Miss Details Design mark is dressed in different outfits according to seasons. A seasonal campaign can also increase sales in slower months, as Kleenex did with their fruit-shaped boxes for summer shown here.

But, if a company takes seasonal branding too far it can harm the brand. Changing too much, too quickly can confuse the consumer and dilute brand image. When a brand adds seasonal elements to its website, it may be frustrating to the consumer by making the site more difficult to navigate or understand. Brands should avoid effects like a downpour of snow that covers the site’s content, or altering a logo so that it is completely unrecognizable for seasonal purposes. It is important to remember that people want change, but not too much at one time.

Miss Details Design is the leading sensory design firm for service-related businesses with an emphasis in the hospitality industry. We position our clients to connect with their audience and develop brand recognition, understanding, and excitement by defining and drawing attention to the distinct essence that makes each business unique.  For more information go to http://www.missdetails.com/.

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I just got my first tablet and I love it.  It is rapidly overtaking my smart phone as the piece of technologyI can’t live

Are tablets the next big marketing "thing?"

without.  And I am not alone.   A recent study conducted by the Online Publisher’s Association looked at tablets and their impact on advertising.  Business owners everywhere need to take note of their findings.

Although only 12% of U.S. internet users age 8-64 currently have tablets, over the next year that number will almost double meaning more than 54 million people will be interacting with your business through a tablet.  Tablet users predominantly access content and almost 80% of them are willing to pay for apps.  This information opens many doors for businesses looking for new ways to engage their customers.

I predict that the rapid adoption of tablets and the numerous marketing opportunities they provide make the tablet the marketing “thing” of the future.  If my prediction is true, then business owners need to adopt this technology now and integrate it into their marketing efforts.

Here’s why I think the tablet is the next big marketing thing.

Tablets are light and portable.  One of the key selling points of smart phones is portability; you can literally take the internet with you wherever you go.  Much like my smart phone, my tablet is portable and easy to carry around.  I can slip it into a backpack, large purse, or briefcase.  I can even carry it by hand; although, I recommend buying a leather cover to keep it protected.  With wi-fi functionality and a hotspot on your tablet, you can have Internet capability virtually anywhere you go.

Tablets are easy to read.   Although I have a smart phone, I find it difficult to use it for much more than email.  The screen is just too small to see anything on the Internet clearly.  It’s like standing real close to an elephant; all you can see is one wrinkle at a time.  On my tablet I can easily view the whole webpage (or elephant) at once. It’s much more like an electronic book or magazine with full size pages.  I see this medium replacing traditional textbooks in schools and universities all over the world, allowing students the benefit of books without making them lug heavy books around campus.

Tablets can access apps.  Although originally geared toward smart phones, applications built specifically for mobile platforms, apps for short, also work on tablets.  Apps offer tablet users all the extra benefits of a smart phone with a more usable screen size.  Need directions? You can use your tablet in your car to get where you need to go.  Looking for a great location for dinner?  Search for a good place to eat while visiting a different city from the comfort of the hotel lobby.   Need to send flowers to a friend?  Shop for a beautiful bouquet while you relax at the beach.

Tablets are preferred for shopping.  A recent study from Forrester shows that online shoppers who have both a tablet and a smart phone prefer to shop using the tablet because of screen size, content, and portability.   The study also found that tablet use increases the time people spend online and that 21% of the mobile traffic coming into retail sites is already being generated by tablets.

The bottom line for business is that in the near future everyone will be using tablets.  Savvy shoppers will be surfing for deals not from their small screened smart phones, but from their tablets.  When people ask if there is an app for that, they will be looking for an app that works with their tablet more often than for their phone.  Business owners need to look for ways to use tablet technology as a medium for marketing so they will be ahead of the game, and the competition.

What do you think?  If you have a tablet, what do you like about it?

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When you hear the words “House Party”, you might think of a house full of screaming toga-clad college students or the

House Parties are the latest in social media marketing

Tupperware parties your mom threw in the 60’s and 70’s.  These images could make even the most seasoned business owner a little squeamish about using this technique as part of their forward thinking word of mouth marketing strategy.  But before you toss the Tupperware out with the togas, you need to understand that this type of house party melds the best parts of social networking with the tried and true concept of product placement.  This is not your mother’s Tupperware party.  It’s social media marketing at its core.

House parties are one of the new ideas coming out of social media marketing.  The concept is simple.  Find a host. Provide free products for the party.  Let your products sell themselves. Houseparty.com is one of the pioneers in this type of marketing event.  They match businesses with hosts, help hosts with invites and planning, and facilitate the process of getting products in the hands of partygoers.  Looking for a house party?  Check their website at www.houseparty.com.

Unlike the sales-pitch party-based marketing strategies used by many in-home product sellers, a house party is low on pitch, big on products.  Instead of demonstrating how your products could enhance some experience, a house party aims to give the partygoers the actual experience.  Since the host invites people who are perfect for your product, you are marketing directly to your target market.

Incorporating a house party into your overall marketing strategy does require planning.  To help you make the most of the experience, here are five tips to throwing a successful house party.

1.      Find the Right Host.

One of the most important factors in a successful house party is finding the right host.  You want someone who already loves your product and can bring together a group of people that are part of your target market.

2.      Plan Ahead.

Maximize the success of your party by planning 3-6 months in advance.  You want to make sure all the pieces are in place and that you can get your party on the right people’s calendar.   Since generating buzz can make the party “the” event that people are trying to get an invite to attend, you also need to allow enough time to build up that buzz.

3.      Pick Your Goals.

House parties are no different than other types of marketing campaigns in that you need to establish your goals for the campaign upfront.  These goals will help guide decisions as you go through the planning process.  Make sure you also know how you will measure your success.

4.      Prep Your Product.

As the primary goal of a house party it to promote a product, you need to decide how you will feature your product at the party for maximum effect.  If you offer natural facial products, you might pick a “girl’s night in” theme for the party and provide each guest with a beauty bag full of your products along with some pretty pajamas.

5.      Sell the Party, Sell the Product.

Use all the resources at your disposal including social media, in store displays, newsletters, and even print ads to sell the party.  If you have the right host, generate enough buzz, and plan your party properly, the product will sell itself.  Just make sure you have provided party guests with information on how to purchase more of your product.

By taking a page from social media and creating a social setting where people can interact with your products and each other, you can generate positive peer to peer advertising worth much more than the cost of the products.

Related articles

• The Tupperware Party Moves to Social Media | New York Times (tupperwarebrandspr.wordpress.com)
• Show Me the Money Host a party at your house and make some fast cash the fun way (theinsider.retailmenot.com)
• House parties push products (sfgate.com)

Me and Chef Eddie Matney

Getting free publicity is an easy way to build credibility and establish yourself as an expert in your industry, and getting free publicity is easier than you might think.  You just have to know where to look.  Copied below is an editorial calendar from a Health Supplement that’s printed in the Arizona Republic.  Many newspapers and magazines post their editorial calendar online for anyone to access.  Here are two ways you can use and editorial calendar to generate free publicity for your business.

1.  Respond directly to the publication via email. This particular editorial calendar makes it easy. Here’s a tip:  Instead of just responding by saying “Hey, I can answer these questions,’ respond to them with your answers to their questions.  For example, in November of 2011 the question is, “What are the risk factors for this endemic disease?

2.  Use editorial calendars as story idea generators.  For example, once you have put together the answers to the question about diabetes factors below, send it to other publications or media that this particular story would be a good fit for.

Of course, there is more to getting free publicity than just sending a simple email and that’s why many businesses hire PR professionals to do this.  However, with a little homework and research, you can generate a little free publicity for yourself.  Just give it a try.

NOV 2011:

1.      Senior health and elder care. What issues are specific to seniors’ health and care? With longer lives come many benefits but also more issues, from health to financial. As age progresses, seniors often require a wide variety of levels of care, from living alone to assisted living, from complete care centers to specialized health-related facilities. We will discuss issues such as these, including if/when it’s time for mom/dad or grandma/grandpa to move into some type of care center.

2.      Diabetes. What are the risk factors for this endemic disease? We will discuss the diagnosis, treatment and prevention of diabetes as well as the difference between Type 1 and Type 2 diabetes.

3.      Organ transplants. What are the laws, rules and regulations related to organ transplants? How can someone become an organ donor? What might disqualify someone from being a donor? We will also discuss how the list of potential recipients is created and who governs it, i.e., who decides who gets on the list and how/why someone might move up (or down/off) the list.

4.      Pharmacists. How can your pharmacist become a trusted member of your health-care team? Pharmacists are a great source of health-care information and we will discuss how they can help you, what they can tell you and what they can’t tell you. We’ll also discuss when a call to your pharmacist is appropriate instead of to your doctor and vice versa.

5.      Osteoporosis. What is osteoporosis and can it be avoided? Is it genetic? We will discuss this plus how a bone density test works and what it shows, as well as who should be tested and when.

6.      Parenting. We will interview parenting experts and discuss teens and setting limits. OR We will describe and discuss what are and when should a parent be concerned about “growing pains”.

DEC 2011:

1.      Health-related resolutions. What are the most frequent ‘Top 10’ New Year’s resolutions pertaining to health? We’ll discuss issues such as getting a mammogram, seeing the dentist at least twice, getting a skin cancer screening test, scheduling a colonoscopy, going for a vision check-up, etc. We’ll look at it from the angle of what individuals think they should do as well as what doctors recommend and why.

2.      Orthopedics, the musculoskeletal system and the spine. How can we keep our bones and joints healthy? Along with preventive measures, we’ll discuss the latest in joint-replacement technology and surgical procedures.

3.      Flexible Spending Accounts. What is a Flexible Spending Account? We’ll discuss how FSAs work, how they can save you money and why you should take care of your FSA monies before they run out.

4.      Bed bugs. What exactly is a bed bug? We will discuss how to spot, and most importantly, how to prevent and/or get rid of these yucky little critters.

5.      Women’s health-care. TBD.

 6.      Parenting. We will discuss how to recognize the signs of drug usage in teens and where to go for help. OR We will discuss what makes a young boy’s voice change and when it usually happens.

Related articles

• Free Publicity Tip:  Read this Before You Contact the Media
• Travel Media 2011 Editorial Calendars Available Now

Infographics have been the "one marketing thing" that have generated tons of buzz for Lab 42. Image via Lab 42.

Recently I asked small business owners to share the “one marketing thing” that has made the most difference for their business.  I received some fantastic responses that range from practical to creative.  Here are 31 of the best marketing “things” that have generated the most customers and leads for these businesses.   There’s bound to be a few marketing ideas in here that you could use.    PS.  Please leave a comment, would love to hear about your best marketing thing!

1. Establish Yourself as the Expert

The one marketing thing that has generated the most customers for my business has been establishing myself as an expert. In addition to teaching continuing education classes via accredited universities, I also write articles and conduct seminars/workshops within the industries I have interest and experience in. As an expert, I sit on panels at industry-related conferences and events and conduct radio interviews related to my areas of expertise. Those who do not use me directly, will refer me based on what they hear, read or experience.

Isha Edwards, Brand Marketing Consultant & Business Instructor
EPiC Measures, LLC

2. Video Email Marketing

I have experimented with many marketing tactics (mostly online) to drive customers to <http://rightlook.com/> Rightlook.com and one of the most effective techniques I have found is combining regular email marketing with
the use of video content. Though video content in general has been great for us, I have found that a simple linked video thumbnail in an email is irresistible to recipients and grants us an easy and effective way to funnel customers directly from our emails to an associated landing page where the video resides (along with a strong call to action). Since doing this we have
seen significant increases in lead generation and new customers.

Matt Fellows, Content Strategist & Copywriter
Rightlook Creative 

3. Create a Contest

I think the most effective low cost marketing method is to conduct a giveaway online. Studies have proven that simple online contests make consumers 96% more aware of a brand (Razorfish study). I’ve conducted giveaways of all sorts of products from t shirts to electronics and have realized that I get the most “bang for my buck” through these sweepstakes.

Ismail
MyFreebeez

4. Connect with Facebook

I took over the Saco Drive In Theater (Saco, ME) this past Summer and revamped the marketing strategy to increase patrons and decrease the average age of our patrons. We relied very heavily on Facebook. We used Facebook as a tool to tailor our offering to please the masses. It was understood that not every week we could please every customer but our mission was to please every customer at least once. We ran promotions and special through Facebook consistently. We would poll our fan base when we couldn’t make up our minds on which movies to play and that clearly increased customer satisfaction. They had a felt ownership over the entire operation. Facebook was our preliminary feedback generator. We also implemented text message marketing that worked WONDERS. Customers could opt in by texting our keyword to 33938 and then every Friday they would receive the movie titles with a discount in the concession stand. TXTwave.com was who we used for this service.  AWESOME!

Ry A.K. Russell, President
Brophy, Russell, Wells LLC

5. Customer Referral Program

The one hidden gem that we’ve used to generate customers is our customer referral program. It empowers customers to take matters into their own hands and promote it on their social media (Facebook & Twitter etc.) for which they get a credit towards future orders. Thousands of people have tweeted about it. It has brought in thousands of dollars of revenue for us!

Suzy Kendrick, Public Relations Manager
Canvas Pop

6. Have Fun With Your Brand

The one thing we did with our marketing that’s been most successful has been to have fun with our brand! As a start up, we relied on creativity and fun to create marketing campaigns to get our name out and drive business during our busiest season (February-April).

Jolene Loetscher, Chief Doo Officer
Doogooders

7. Let Them Try it For Free

The one marketing thing that has generated the most customers for our business is letting them try it for free. In our eyes, it builds credibility and trust because why buy if you’re not sure? Instead of doing the talking ourselves, we give them a promotional offer with a little guidance and let the results talk for themselves. Giving customers free press releases or discounts off our premium packages as an incentive to try us results in sales after their free release and even subscriptions to our release packages. We give free press release coupons on our social media platforms such as Twitter, Facebook and LinkedIn and once-in-awhile on our email lists as well. It’s good for a new customer as well as for customer retention-giving a customer who has been loyal to us a free press release keeps them using our service as well.

Stacey Acevero, Social Media Community Manager
Vocus/PRWeb

8. Create an Infographic

I wanted to reach out to share the one ‘thing’ that has been best for Lab42. We started creating our own infographics based on data that we obtain running our own market research studies.  We have been able to get these infographics published on major news outlets (Mashable, CNN, Huffington Post), which has led to many new sales and even more new leads.

Jonathan Pirc, President
Lab42

9. Invest in Your Current Customers

It does no good to invest time or money in gaining new customers unless you’ve got your current customers dialed in and satisfied. And referred customers are the best kind to have, since they are coming to you with a certain level of trust already instilled. Give your current customers an incentive to send you referrals: offer them a referral bonus. People love being rewarded.

Sara N. Schoonover, Vice President
TicketKick

10. Ezine Tips and Trends

I have been an interior designer for almost 20 years. I began writing an E-zine with decorating tips, trends, and other lifestyle information in 2008 and that has generated more customers for my business than any advertising I have ever done. I love to write, produce all original content and do a lot of networking and community service to build my distribution list. Currently
it goes out to over 1000 readers, and they in turn forward it to their friends. It is the best thing I have ever done to develop relationships with potential customers.

Barbara Green

Sensibly Shic

http://twitter.com/#!/thedesigndiva

11. Participate in Online Forums

I am a meeting and event planner. There is a forum of about 3000 planners. We share advice, info, sources, etc. I don’t “market” per se at all as there is no official marketing allowed on the forum. What I do is answer questions, give advice, offer info, sources, etc. I really participate and put myself out there.  Then when people are looking for someone who needs meeting planning services I am a go-to for them.   This has allowed me to secure national level business as well as grow my business overall!

Dianne Davis, Meetings and Marketing Consultant

12. Build Relationships Online and Offline

Whenever this question is asked I realize that the hope is that there’s a quick formula that can be deployed, leads flow in and sales made. While I think that may be true if you’re selling a product widget, but in my experience when you’re product is a service it doesn’t work that way. I could tell you that the “thing” is twitter. I’ve actually received a good amount of work through that channel. I could tell you it’s speaking at and attending conferences as you could connect the dots back to many of those too. But that’s not the real answer, not for me. The number one thing is relationship. I love what I do and the people that I work with, and the fruit of that is more work but more importantly better work and working environments.

Michael Buckingham

Holy Cow Creative @holycowcreative

13. Throw a Party

For 19 years, on the second Tuesday of June, we have thrown a party for 600 of my peers. The vendors that participate all donate their services and it has brought huge name recognition and referrals for me. Different theme, different place and lots of fun for 19 years.  The entire event only cost me around $1000.

Dave Forman
Pour Masters Bartending Service

14.  Targeted Publicity

The one marketing thing that helped jumpstart sign-ups for ShareAndTell Pro, a social promotions and loyalty platform, is targeted public relations. Getting exposure on AllFacebook, WebmasterRadio, and WebProNews helped bring in people that understood why it’s important to reward your loyal customers, and were eager to get their promotion campaigns live with our platform.

Sandra Proulx Rand, Marketing Manager

Share and Tell Pro

15. Set it up so Customers Can Invite Others

We own a competition weight loss website that members use to create their own weight loss challenges similar to what they do on the Biggest Loser television show.  We set up our customers with an invitation engine so they can invite their friends via email to participate in their challenge.  They really enjoy and get a kick out of inviting their friends to join with them and be members and to use our site.

Pete Maughan
WeightLossWars.com

16. Post Flyers Door-to-Door

I remember when we started the company we had no money, no clients, no hope. We decided to pay a guy to run some flyers for us, after about 6 weeks we had to stop him because we could not handle the call volume. It has always been like that every year. Whenever business slows down I always tell the staff to run flyers and magic will happen. There has been nothing that has beaten those flyers to date. We have tried everything else from newspaper to TV, but pound for pound flyers are the key.

You also have to have a very professional flyer too. It can’t be a call me today here’s the number type flyer. We use all different colors with bright pastels that are so loud you have to open it up for you pitch it and the flyer is very professional. I just collect all of the good looking flyers from my door step and I made ours look better. In closing the best marking is a person who just doesn’t stop marketing. They have to eat and sleep the marketing. A good business is a good marketing business.

Duane Draughon
PaverStone Design Group

17.  Turn Your Customers Into Your Sales Force

As a stylist and salon owner of Mosaic Hair Studio in Orlando, Fl. our corner stone marketing plan has always been to turn our clients in to our sales force. Every client that refers us receives a thank you card and a $10 Starbucks gift card. This one simple idea in conjunction to doing beautiful hair and excellent customer service has allowed us to thrive, even had a price increase during the recession. It always amazes us on how influential some people are and once you get those clients as fans they can have a strong impact on your business.

Mike Van den Abbeel, Owner

Mosaic Hair Studio

18. Become a Business Referral Source

I owned a CPA firm for 14 years and have recently launched my practice as a Business Coach. In both genres the same marketing “thing” is working. I
became known in my circle as being the one who knew everyone. I keep a card file of trusted professionals. When anyone needs a service or a contact, I probably have someone who can fill the need and would pass their business card along. It is not unusual for clients and friends to call me for a referral to someone who could fill a need totally unrelated to accounting, because they were so accustomed to me saying. I know someone who…

Karen P. Johnson, CPA, MBA

Certified Business Coach
FocalPoint Business Coaching of Louisiana

19. Answer Questions on Social Media

The one marketing thing that has generated the most customers for my business in 2011 is participating in social media and answering others questions. This lets them know I am an expert in my field and know what I am talking about which has resulted in people purchasing my books and consulting and attending my webinars and live presentations.
Michelle Dunn, author of The Guide to Getting Paid, weed out bad paying customers, collect on past due balances, and avoid bad debt
www.MichelleDunn.com

20. Write a Book

I wrote a book, and it’s generated more “SERIOUS” leads and closes than anything I’ve ever done. I try to get all my clients to write books to establish their expertise. Most don’t, though they could. I followed my own advice. Without question, the single best thing I ever did for myself and my business.
Tom Perić, president
Galileo Communications Inc.

21. Get Quoted in the Media

I am the owner of a fashion, beauty, and finance PR and marketing agency in New York City. The most important marketing/PR action I’ve taken as a small business owner is getting quoted and writing bylined articles in business magazines, industry journals, and trade publications these include Entrepreneur, SmallBusinessCEO.com, and WWD. I generated this publicity by sending pitch letters to the appropriate editors and journalists.

Kristin Marquet
President
Marquet Communications DBA Marquet Media LLC

22.  Build Your List

From almost day one , I’ve focused on growing my prospect/customer list and regularly communicating (at least once a week) with educational information. I primarily use e-mail to deliver information to my list, but I also use snail mail to send a monthly marketing tips sheet. My lists have allowed me to cut marketing’s most costly expense, which is getting in front of new
prospects.

Not only have my lists help me get customers, they also led to my first marketing book getting published (I’m currently working on book #2), speaking opportunities and exposure in several offline/online periodicals.

Tom Trush
Direct-Response Copywriter
Write Way Solutions

23.  Business Leaders Lunch

We get 45-70 business owners each and every Tuesday of the year to come together. I share a topic on how to build a business, and ask them to give me questions, input, etc. We don’t charge for the talk, they just pay for their own lunch. We make nothing off the lunch and bill it as a free service to the Denver business community. It has been the single best marketing thing we ever did. It is a low entry barrier for tasting what we do, our loyal clients can bring their friends, and we get at least 75% of our business as a result of what spins off of this lunch.

Our business – We are business advisors who work with small and local business owners only – to help them grow their business (I built six businesses myself over the last 25 years). Five years after starting this business, we now have outlets in Virginia, Ireland, Kenya, South Africa, and China.

The key – the most significant marketing tactics are going to be the most relational. The close you can get to being face2face with people, the more likely they are to get comfortable with you and buy from you.

Chuck Blakeman
The Crankset Group

24. Tap into Your Personal and Professional Networks

When our company was just starting up, our networks were the big thing that made us excel. Our personal and professional networks (extended through who knows who) helped us in two ways:

• People could help us with referrals, and building new connections
• Recruiting the best talent in development and designThe marketing principle of networking and connection building has been the most valuable asset to our success.Jennifer Butson
  Marketing Director
  Selectstartstudios.com | @JenButson

25. Become an Intentional Networker

For me, the “One Marketing Thing” is to be an “Intentional Networker”. This entails several things:

• Knowing who you are and what you do best and are most passionate about
• Knowing what you want
• Having an authentic image, brand, and reputation that aligns with who you are and what you want
• Remembering that success is not so much a factor of the size of your database or customer base, but of the quality of your database or customer base
• Knowing what opportunities to say “yes” to — and what to say a firm, but gracious “no” to
• Knowing where and how to build quality, long-term connections and relationships with colleagues, prospects and customers
• Knowing how to stand out from (and above) the crowd in a positive and memorable way
• Being generous, appreciative, honest, and forthright in all your dealingsPatti DeNucci
  DeNucci & Co. LLC
  Business Networking & Referral Expert, Speaker, Consultant
  Author of The Intentional Networker: Attracting Powerful Relationships, Referrals & Results in Business
  www.intentionalnetworker.com

26. Ask for Referrals

It seems so simple, but ask for referrals. Every client I have, I really shake down for referrals – multiple times. Getting them to say they’ll tell someone to get in touch with you isn’t enough, either. I ask my clients to do an email introduction to me, as well as give me their referral’s phone number so that I can call to follow up. Far and away, this has been the best source of new clients for my business.

Michael Kaiser-Nyman
CEO & Founder, Impact Dialing

27.  Give Them More of What They Want

We expanded our Member News (small newsletter format, published three times a year) into a full, 64-page magazine format (still published three times a year). This increased membership for us dramatically, up 20% from the previous year. The articles and images give our members (customers) more of what they want from the Museum.

Kristin Kautz, Director of Marketing and PR
Georgia O¹Keeffe Museum

28. Create Your Own Reality Show

We were planning to attend the Magic Trade show in Las Vegas. When we received our booth placement it was in horrible all the way in the back of the hall. We were not near anything or anyone! My sister and I completely freaked out because we did not have set appointments. Therefore, we decided to call around in Las Vegas and we hired a production company to film us for 4 hours each day and say that we were part of a “REALITY” TV show that was going to be on a huge national network.

This worked like a charm. We had tradeshow models giving out postcards that said “come to the Footzyrolls booth and receive a free pair of Flip Flops and a chance to be on a reality TV show.” The line to get into our booth was insane. People were waiting to meet the owners of Footzyrolls and be part of the reality TV show. We even got a few real celebrities to stop by our booth that were at the show because they wanted to be part of the filming too!

Sarah Caplan, Co-Founder

Footzyrolls

29. People Love Us and We Love Them Back

We’ve created the “EggHead Breakfast Club” which is an internal, custom card visa swipe style loyalty and rewards program. We recognize our guests’ birthdays, anniversaries, spending habits with rebates and award certificates, invite them to exclusive VIP parties, and send them handwritten cards and letters in the mail among other treats and surprises.

As of today, in a program just over three years old, we’ve got 19,702 members to opt in. That’s pretty bad ass for a little mom and pop restaurant company, now with three locations.

The Omelette Lady

Misty Young

The Squeeze Inn Restaurant

30. Word of Mouth

The “one marketing thing” that has generated the most customers for our business has been through word of mouth/references. While this may not be what marketers want to hear, my advice is that you focus on over-delivering high quality work, acting as a business partner & mentor for your client, and delivering exceptional customer service. If you deliver what the customer wants, are seen as a “friend & Partner,” and give your client the best service ever, they will gladly recommend you to someone else. And typically great references give your prospects confidence in doing work with you.

Becky Boyd
Vice President, MediaFirst PR

31. Free Teleseminars

Free Teleseminars have been a great way to build my list and to reach people I normally would not have been able to reach just by using Facebook & Twitter alone. It is an easy way to promote any upcoming events and new products and services. Furthermore, once those people have signed up for the tele-seminar, I have instant communication access to them!

Kelly Green
Insider Branding Secrets
@brandcoachkelly

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• 9 Unusual Low Cost Marketing Ideas that Reaped Extraordinary Results
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• Event Marketing From A to Z [Infographic] (hubspot.com)

Social Media has become a powerful force in marketing for businesses of all sizes. Image from Nielson.com. Click to read full report.

Social media has become a powerful force in marketing for businesses of all sizes.  The sheer volume of users to sites like Facebook makes a fan page a “must have” for any business.  The rapid adoption of smart phones allows people to connect, interact, and update from anywhere, putting this power into the hands of the very people you want as potential customers.  Blogs and social network posts have the power to sway public opinion and those who participate in social networks are more likely to offer up their opinion to the masses.  Social media marketing is definitely here to stay.

In the recently released Social Media Report produced by Nielsen, statistics show that social networks and blogs currently reach more than 80% of active internet users.  Consuming this content takes up the majority of the time these users spend online.  When you look at that statistic and pair it with the finding that 70% of those active social media users also shop online, the value of optimizing your social network and social media presence becomes clear.

Anyone involved in marketing knows that good word of mouth advertising is the best type of advertising and often the hardest to get.  However, social networks like Facebook and Twitter are rewriting the rules when it comes to word of mouth.  The Nielsen study showed that 60% of the people who are active users of social networks make recommendations to their friends on products and services.  These people are also more likely to be socially active offline which means they are offering their opinions there as well.  This information highlights the need for a strong social network presence that engages customers.

Social media consumers, like blog readers, are also more likely to spend a significant amount of money buying music, clothes, shoes, and accessories.  Understanding this factor can be key to designing and implementing a social media strategy that is most appropriate and best suited for your business.  These users are also 45% more likely to go on a date, 19% more likely to attend a professional sporting event, and 18% more likely to go to a gym or health club.  A majority of social networking users also follow a brand which indicates social media can be leveraged to build and retain brand loyalty.

The real movement over recent years however is in the use of mobile technology to access social networks, blogs, and other social media.  More than 40% of those considered active social media users are accessing social media content through their mobile devices.  The largest growing population of users in this area is in the 55+ age group which has doubled its active users in the past year.  Apps for managing social networks are now the third most popular apps sold running very slightly behind games and weather apps.

People age 25-34 are the most active users of social media, but all age groups show growth in user adoption.  Americans as a whole now spend more time on Facebook than any other U.S. website.  Blog readers tend to have higher incomes and often more education than others in their age- group.  As the accessibility of this type of social media on wireless devices and smartphones becomes easier to accomplish, grow in using these tools for marketing will only continue to rise in importance.

The message of the Nielsen report is clear; businesses need to buy-in to the value of using social networks and blogs as business building tools.  By leveraging the viral nature of some of these tools and devoting adequate time to providing valuable, relevant content, business can bring in more customers and connect with those customers they already have and want to keep.

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This little monster is one of the many that visitors can find on the RES.NET portal. Thanks to Pauline for this image and the great Halloween Marketing Idea!

According to the National Retail Foundation, Halloween 2011 is poised to be one of the biggest Halloweens for business in nine years with approximately 70% of consumers indicating they plan on celebrating it this year.   In fact, I recently heard that Halloween is quickly becoming one of the most popular holidays in America, second only to Christmas.   Don’t miss out on this huge opportunity to market your business this Halloween.  Here are 9 Halloween marketing ideas from other small business owners across the US.  Use one of these to jump-start your ideas for your own Halloween marketing.

1. Host a Costume Exchange-  National Costume Swap Day was started in 2010 by Corey Colwell-Lipson the Founder of Green Halloween.  And while the official “Costume Swap Day” is over, you can still host your own or plan on hosting one for next year.  Invite people to bring last year’s costume and trade for a new one.
2. Have a Green Halloween Event- And while we’re on the subject, why not have a Green Halloween Event?  Instead of giving away the usual candy, why not offer healthy treats and invite people to trick or treat at your business?    
3. Have a Halloween Themed Contest-  Halloween themed contests are very popular and there are no end to the possibilities both online and offline.  Pauline Perenack, Marketing Manager for RES.NET, a company that provides services and software for the real estate industry says, “For Halloween this year, we have hidden monsters throughout  our membership portal, offering a prize drawing for each monster found. The purpose of the contest is to drive brand recognition, as well as membership purchases/renewals.”  Another company, Fat Wallet.com, put together a video about the ghosts in their building and are having a contest for people to win the “Ghost Hunting Equipment” that was used to make the video.
4. Sell Halloween Themed Products- Omaha, Nebraska, hardware store, Westlake Ace Hardware, takes the Halloween theme to extreme this year by selling products to help consumers “zombie-proof” their homes even going so far as to create a “Zombie Preparedness Center” on their website.  This unusual Halloween marketing idea has created so much buzz that even national media are talking about them.
5. Have a “Punkin Chunkin” Event- Alisa Bennett, President  of People at Play, in East Bradenton, Florida;  an experiential adventure program that allows participants to run heavy construction equipment such as excavators, skid steer loaders and bulldozers in a fun “construction site” environment,  says that the “Punkin Chunkin’ Package” includes time operating a CATERPILLAR 312 Steel Track Excavator through a fun challenge course, followed by the opportunity to smash a dozen (12) large, orange, ripe pumpkins using the Excavator bucket.  You don’t have to own a heavy equipment playground to have your own “Punkin Chunkin” event.
6. Charity Photo Costume Event- Benjamin Weatherston’s company, Photo Studio Group in Ann Arbor, Michigan is giving people a free photo of their child in their Halloween costume in exchange for a food donation.
7. Make Your Place a Trick-or-Treat Stop- Pizza Marketing Expert Scott Anthony says that pizzerias (or any business) can invite the public to visit your business on Halloween to receive a special “treat” and get a picture taken with your mascot (a costumed employee).  You can then e-mail them a copy of their photo.  Of course, you will need to get their email address to send them the photo and in doing so, you will be building your database so that you can email them throughout the year.
8. Hold a Pumpkin Festival-  You can purchase pumpkins in bulk from a local farmer and have your own pumpkin festival.  And if you don’t have a retail location, why not have a virtual pumpkin festival on your website, your blog or on Twitter or Facebook?
9. Give Away Halloween-Related Freebies- Want to get more traffic to your website?  Then give away Halloween themed freebies such as pumpkin carving templates, Halloween costume ideas, or Halloween party planning tips.  Disney Family.com has even gone so far as to have 31 days of Halloween providing free pumpkin carving stencils, craft ideas, recipes, and more. Make your freebie appropriate to your business.  (That’s why I’m writing Halloween-related marketing tips.)  Invite visitors to sign up for your email newsletter to receive more valuable freebies.

These are just a few of the best Halloween marketing ideas that I found.  What are yours?   Share them here along with your business link, we love to hear from you!!

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Generate your own QR code like this one. Scan this code to access a free e-book: How to Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed.

There is a lot of talk in the media these days about how QR codes are the latest and greatest marketing thing for small business.   When you consider that the number of QR code scans increased by 4549% in one year, according to a study by Mobio Identity Systems, it is easy to see what the talk is all about.  But for small business owners who are fighting Facebook fatigue, this might feel like just one more thing to add to their already crowded world of running a business.  So the question is; should we adopt QR codes in our marketing, or should we not?  The answer is; it depends. QR codes (or Quick Response codes) are similar to the UPC codes on the back of product packaging.  Just like when the grocer scans your groceries in your shopping cart, so can businesses owners use a scannable QR code in their marketing.  Consumers with smartphones (such as iPhone, Android, or Blackberry) can download a  free bar code scanner application so that they can scan the code.  Once a consumer scans the code, it will give them additional information about the product such as price, for example. A QR code would work in an instance where a consumer would want more information about a product but where there was not space on the package to print that additional information.  Businesses can get their own QR codes for free at Free QR Code Generator (Kaywa.com).As with any marketing strategy, the first step is to decide if using a QR code marketing campaign makes sense for your business.  Although most scans are generated from QR codes on product packaging, there are many ways these codes can be used to bring in more business.  Understanding how QR codes can benefit your business is the key to deciding if they are a good fit. In order to help you decide, here are 6 interesting ways businesses are using QR codes to enhance customer engagement, distribute information, and invite new prospects into their business.

1.       QR Codes on Business Cards and Products

The most popular way to use QR codes is to put them on your business card.  The QR code then takes the person scanning it to your website where they can find out more about your products and services.  However, businesses also use QR codes to link customers to specific product information without having to print it and distribute it with the product.  For example, a plant nursery might use a QR code sticker attached to plant’s packaging to link customers to planting and care instructions specific to their climate.

2.       Expand Selling Opportunities

Most businesses are not open 24/7, but even those who aren’t may have an online store where customers can shop at their convenience.  Posting a QR Code and the words “Shop Online Now” next to the opening hours in your shop window gives customers the opportunity to buy from you when they are looking for you, regardless of whether or not you are open.  For crafters and other companies who vend at local events, a QR code on your product label can help you build repeat customers who may not remember where they made their initial purchase or know where to find you to make additional purchases.

3.       Link to Customer Centric Content

Imagine you are shopping for a new lawnmower and as you browse the selection at your local home improvement store you are able to access independent customer reviews for each product with a quick scan on your phone.  Companies can use QR codes within their displays to link to customer review sites, how to videos, replacement part information, or discounts.

4.       Give Prospects The Information They Want When They Want It

One powerful use of QR codes is to enable prospective customers to access the information they want when they want it.  Real estate agents can use QR codes on their “For Sale” signs to offer prospects a virtual tour of the house as well as other selling information.  The QR code software has the ability to record the contact information of the person who clicked on it, therefore giving the real estate agent a new prospect to follow up with.

5.         Host a Contest or Give a Special Discount

Because QR codes are new and interesting, businesses can use them to drive people to their business.  One idea is to host a QR code scavenger hunt where customers have the opportunity to win something by clicking on QR codes to find the clue to the next code.  QR codes on posters or on direct mail items can give customers access to exclusive discounts or enable them to enter a contest at just a click of their phone.  Businesses can put QR codes on event posters, advertisements and invitations to deliver people event information and special offers for discounted admission. There are hundreds of ways that businesses can use QR codes to bring in business and build their brand.  The key is to find the right opportunity that makes sense for your business.  Whether you use it to build online sales or to broadcast the word about a new product, strategic use of QR codes can supplement your other marketing activities and have the potential to provide significant returns with a very small investment.

6.       Use QR Codes to Simplify Registration and Follow-up

Infusionsoft used QR codes to simplify the registration process at their annual event free business marketing event called Infusioncon.  Instead of having attendees wait in line at the registration table while an attendant searches for their name and badge, Infusionsoft emailed each registrant a printable ticket with a QR code on it.  Attendees were instructed to bring the ticket with them for admittance into the event.  Once at the event the QR code was scanned at the registration table and the attendee quickly admitted.  The QR code was linked to the attendee email information so that Infusionsoft could email the attendee specific event related offers during and after the event. As you can see from the examples above, using QR codes can be a low cost marketing strategy that can generate significant results.  However, before you begin to use them, decide if it will make sense for your business.  Ask the questions:  Do my customers use smart phones?  Do they understand QR code technology?  Are they always asking for more information on a product or service? If you are using a QR code in your marketing, we would love to hear about your experience.  Let us know in the comments and please leave a link to your business.

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The Nest Egg Builds Buzz for Their Business by Creating a Holiday Gift Guide

The holidays are upon us and if you haven’t started thinking about your holiday marketing plans it’s not too late.  Here are 9 holiday marketing ideas from some businesses across the US.

1.  Thanksgiving Cards Make a Difference

Send out a Thanksgiving card to clients/potential clients. You can go the catalog route… or send a series of personal notes. One previous client had his kid draw something and he made copies…depends on your style. But I guarantee your card will stand out since Thanksgiving is traditionally not a card-oriented holiday.

Rita Kueber

beaumontschool.org.

2.  Rubber Stamp It

When I was a caterer, I used a rubber stamp on every piece of mail, every check, every bill that went out of our office; it said (in big red letters….) ‘who’s catering your Christmas party?”

Celia Milton

www.celiamilton.com

3.  The Early Bird Gets The Worm

In a nutshell; we believe that the early bird gets the worm. At Medelita, we begin planning our holiday sale in June and begin promoting it in early to Mid-October. We are currently building up interest on Facebook, for our upcoming sale, and a recent post asking who planned to shop the sale got a lot of positive feedback. As we grow closer to launch, we’ll expand to include emails, ads, etc…

Our holiday sale starts on Thanksgiving Day, offering our customers the ability to pre order at a 20% discount for the upcoming holidays. This ensures they don’t miss out on popular sizes or styles of our lab coats and scrubs that frequently sell out.

80% of our orders also get customized with embroidery, adding a personal and professional touch that our customers love.  Knowing this, we offer free expedited shipping and embroidery up until December 20th.

Angela Sherlock
Medelita.com

4.  Black Friday Specials

We are a small company located in Middletown CT. What we did last year that worked really well was a “Black Friday” special. We ended up selling all of our equipment at cost which really brought in tons of traffic and more sales after the special was completed. We advertised the sale over all social media outlets including Facebook, Twitter, LinkedIn, and Blogger to generate buzz. We also sent out a specials press announcement and released information on the sale a couple months prior in our monthly newsletters. We are planning on doing something very similar this year to once again bring in a great amount of traffic to the site and increase sales for the future.

Shane Hardy
All Star Software Systems

5.   Themed Holiday Events

Here are a few holiday marketing ideas from Le Potager Décor in Fullerton, California.

Fall Open House: With this event, we posted a page of a few of our

recently acquired items that we bought on our summer road trips. People came specifically to buy a certain item they saw on this page. This was our best event (money-wise) yet.

Annual Paris Flea Market: People love this event! They call the store all year long, asking when it will be taking place. It’s an outdoor event where vendors come to set up their wares, and the store is open as well. That day we offer 15% off in the store.

A Day of Pampering: We will be having an esthetician give 15 minute mini facials. A local business will be setting up to give mini foot massages. A vendor will be having a trunk show with her soap line.

French Apple Harvest: A day where will be offering sweet and savory dishes made with apples and using items from our pantry. Also being served: Calvados brandy and French apple cider.

John Reed and Jennifer Owens
Le Potager

6.  Best Darn Contest

I started a Best Darn Tamale contest and a list of locations across the USA originally as a cheap, let say clever way to draw people to my website during the holidays. I have a line of fine glass Christmas ornaments with a Latino flair. Since tamales are very popular during the Christmas season and if you love Mexican cuisine they will also probably love my ornament designs. Ads for my ornaments are of course sprinkled down the sides of this popular web page.

In fact the tamales are so popular we started doing tamale workshops last year and it has grown into a whole subcategory for my business.

Darlene Tenes
CasaQ

7.  Holiday Gift Guides

We are a retail home furnishings, accessories and gift boutique in Fairfax, Virginia. One of the best holiday marketing practices for our business has been to develop an online gift guide slideshow. We send the slideshow link via press release (attached) to local media outlets and have had good success with getting our ideas picked up in publications. We also send it to our customers via our email newsletter. It allows us to present our customers with images, details and pricing of our top picks for holiday gift giving at very little cost. Our clicks through rates are extremely high as customers love being able to browse from home. It entices them to then come into our store to purchase and see what else we have to choose from.

Ann O’Shields
The Nest Egg

8.  Holiday Cards With a Twist

Christmas cards are almost mandatory nowadays. However, most people get inundated with an avalanche of cookie-cutter Christmas cards that might be “pretty,” but few people take a second glance at them. Christmas cards are a fantastic way to bring you attention, but only if you do it right. Add a personal flair, make it humorous, and stop taking yourself so seriously.

Last year, some lawyers and their staff sent a Christmas card from their criminal alter egos. The resulting card was unique, stood out from the sea of cards most people got that year, and allowed them to show a side of themselves that no one would otherwise know. Not only was it great for personalizing and marketing their firm, but the photo shoot itself was great office bonding.

Tripp Watson
The Watson Firm

9.  Holiday Blog Gift Guides

My business has received the best return on investment from blog holiday gift guides. I simply submit a product or a small fee and my award winning learning kit series gets promoted to my target market, parents! Small businesses should target blogs that reach the same market, research the blogs stats to be sure the audience is wide reaching and form an alliance. It may not be for long but blog gift guides are still a fraction of the cost of an advertisement in a print magazine!

Christy Cook
Teach My
www.teachmy.com

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Small Business Saturday is November 26th, 2011

With Thanksgiving tomorrow, families will be gathering with loved ones to remember what’s truly important in life. But the day after, for many, is all about shopping as the holiday retail season propels into high gear.

Countless news reports have detailed the frenzy and hubbub on Black Friday, when shoppers lace up their sneakers to face the crowds. A new movement has even developed, encouraging Americans to shop at small, independent businesses.

What Is Small Business Saturday?

Dubbed Small Business Saturday, countless individuals have pledged to shop locally and support their local economy on Saturday, November 26.

With a renewed focus on small businesses, the day presents an ideal opportunity for small business owners to connect with new customers or clients with free resources provided by the Small Business Saturday organizers. But lest you think the day is reserved for retail establishments, never fear: there are plenty of ways the home-based or service establishment to get involved in Small Business Saturday.

Five Easy Ways to Participate in Small Business Saturday

1. Promote Your Involvement Via Email

Do you have an established subscriber list of dedicated customers or clients? Send them an email about Small Business Saturday, outlining why you’re participating and the specials being offered to your local community. Encourage your subscribers to share with their friends and neighbors by including share buttons in the email from a free service such as AddThis.

2. Offer a Discount or Coupon Code

What special incentives can you offer local customers on Small Business Saturday? Brainstorm with an employee or trusted colleague to develop creative packages, discounts or coupons motivating your customers to make a purchase.

3. Add a Hashtag To Expand Your Reach

Hashtags, a community-developed method of categorizing content on Twitter, are an easy way to broaden the exposure for tweets. Connect with consumers – as well as other small business owners – by adding “#SmallBizSat” to your tweets about the day.

4. Create a Series of Autoresponse Emails for New Customers

New customers are typically most interested in receiving additional information right after they make a purchase from you, so invite them to your subscriber list at the time of purchase. Consider offering an incentive for individuals to sign up, such as a coupon or discount off of a future purchase. Make sure you have prepared a confirmed opt-in message in advance outlining the types of emails they can expect – along with a friendly welcome message thanking the customer for their business and series of autoresponse messages. Need ideas for your autoresponder series? Check out these tips from Chris Guillebeau.

 5. Turn The Tables!

In addition to targeting local customers, don’t neglect the opportunity to show your own appreciation for small business owners. Consider creating a special offer exclusively for the hard-working entrepreneurs in your community.

Are you planning to participate in Small Business Saturday? What additional tips would you add for the small business owner?

Liz Cies is public relations specialist at AWeber, a leading email marketing service provider that helps businesses and entrepreneurs increase sales and profits through its suite of web-based software. For more information, visit http://www.aweber.com, subscribe to the AWeber blog, or follow on Twitter and Facebook.

Can you see the snowcat? Img credit: clickclique via @flickr.com

The final days of 2011 are fast approaching and planning for the New Year can get lost amidst the hustle and bustle of the holiday season.  But the best way to get 2012 off to a great start is to put some thought into where you want 2012 to take you and how you plan to get there.  Yes, it’s time to create your 2012 marketing plan.

For small business owners, marketing can be your success differentiator.  As you get ready to leap into the New Year, taking the time to develop a marketing plan will help keep you on track, ensure you are spending your marketing dollars effectively, and give you the focus you need to succeed.

I asked other small businesses for their thoughts and ideas on how to build an effective marketing plan for 2012 and received many insightful responses.  Many small businesses are taking a hard look at what worked and what did not work in 2011 so that they can focus their marketing dollars in the most profitable places.  Others are looking for creative and innovative ways to expand their reach without expanding their marketing budget.  To help you build the best marketing plan for your business, I pulled together the most consistent themes, sprinkled them with a bit of my own experience, and let the small businesses speak for themselves.

1.      Start at the End

In order to ensure you pick the best tactics and strategies to meet your marketing goals for 2012, you need to be clear about your goals.  What do you need marketing to do for you in 2012?  Are you looking to expand your market presence, bring in more customers, generate more leads, or break into a new market?

Beth Walsh from Clearpoint Agency, Inc. explained how they develop their marketing plan for the coming year.

We have several methods that we use to plan our marketing tactics, including a news release schedule and blog schedule, both of which are set-up as Excel spreadsheets. However, first, we are having a planning meeting with our staff of five where we will do a workshop on our key messages for the upcoming year. We plan our key messages based on what is true about our company culture and the services we deliver for clients and then we look for ways to differentiate from the competitors. We review competitors, look at their websites, marketing activities and press-pickup, and then we review our own in comparison.

Beth Walsh, PR and Marketing Communications, Clearpoint Agency, Inc., http://www.clearpointagency.com

2.     Learn From The Past

Look at your marketing plans for 2011 and compare them to actual results.  Where were your marketing dollars most effective?  Where were you unsuccessful in achieving the results you expected?  What lessons can you learn from last year that will help increase the effectiveness of your marketing spend next year?

Catherine B. Ahles from Premier Aircraft Sales explained how experience dictates their marketing strategy.

Today, most aircraft purchasers do the bulk of their “hunting” online, rather than at their local airports. In 2012, we will be doing even more online advertising as well as creating more landing pages and other web-based tools. Incentives have become more important too. We will be offering things like free fuel for a year with purchase of a new aircraft. Also, we are still figuring out how to use Facebook to aid our customers in keeping up with new developments of interest. Our print advertising will go to bare minimum, and we will cease doing open houses and any trade show except the very largest.

Catherine B. Ahles, APR, Fellow PRSA, Senior Vice President, Marketing and Business Development, Premier Aircraft Sales, www.flypas.com

3.     Stop Doing What Isn’t Working

Understanding what worked and what didn’t is the first step, but in order to use that information effectively, you must also stop doing those things that aren’t working.  For some small businesses, this can be difficult, especially when what isn’t working is one of those “marketing things” that every business is supposed to do.

Chris Tobias from School Skills shared this with me.

In 2012, we will no longer pay for advertising that does not directly drive sales. We will only pay for results. This means affiliate programs and partnering with publications to pay them based on the sales an ad produces rather than just paying for ad space. It means no more pay per click or pay for space.  After spending a year and a half attempting to optimize click through conversion rates, design high quality marketing communications and locate appropriate advertising vehicles we have discovered that we are not advertising experts. We have also discovered that the risk for advertising success lies entirely with us. If we buy media space in a publication that does not produce results we lose both time and money.

Chris Tobias, the Director of Educational Excitement, www.schoolskills.net

4.     Be Specific

It is always easier to hit the bull’s-eye on a target if you can see what the bull’s-eye looks like.  Imagine you are shooting an arrow at a target that only has the giant red circle around the outside.  It would be pretty hard to hit the center of the bull’s-eye without any other point of reference.  Now think of that target as your 2012 marketing plan.  If your marketing goal is to expand your social media presence, you only have a giant red circle to aim at.  By planning out specific activities and actions as part of your marketing plan, you are effectively adding the other circles to the target that enable you to zero in on the bull’s-eye.

Leanne Hoagland-Smith from Increase Sales Coach talked me through the specific actions she included in her marketing plan for 2012.

Since 2005, I have been engaged in education based marketing with a primary component of article marketing. I plan to continue those efforts through at least 1 new article per week.  Currently, I secure two new clients from inbound marketing activities each month and want that to double that in 2012. Continually updating the website is also critical as trends change keywords. Each morning I invest 1.5 hrs into marketing, the goal is to increase marketing activities by 20% as I have a new solution that will be offered in the summer of 2012.  Blog posting must remain at an average of 5 per week. As I have expanded into Facebook through business pages, daily postings must be maintained on these pages as well.

Leanne Hoagland-Smith, Author and Coach, www.increase-sales-coach.com

Related articles

• Marketers Plan to Invest More in Social Media and Email
• Developing an Annual Marketing Plan for the New Year (Small business marketing tools).

Small business owners resolve to waste less time on social media in 2012 and more. Img credit: zamboni.andrea via Flickr.com

It is common practice to set New Year’s resolutions in our personal lives, but how often do we do it for our business?  As you look forward to running your small business in 2012, think about what resolutions you can make specific to your marketing plan that will give you the most buzz for your buck.

Here are 28 New Year’s Resolutions from small businesses to get you thinking about your 2012 Marketing Plan.

1. Build Relationships With Customers

To create more opportunities for our end buyers to interact with the company. As a manufacturer it’s always difficult to have a dialog with customers because our primary “sale” is to the dealer and we don’t get many chances to communicate with customers directly.

Stephen Roberts, Marketing Manager, Timberwolf Manufacturing 

2. Engage and Monitor

To be consistent and emotionally engaging in all marketing efforts. To continue to monitor and measure all results. (I know that in 3 years my unique visitor traffic has increased by 250% to just under 8,000 unique visitors per month.)  To convert more visitors specific to eproducts thus increasing monthly income.  To achieve Alexa.com ranking of under 100,000.  To have the blog recognized as one of the top business, leadership and sales blogs.

Leanne Hoagland-Smith, www.increase-sales-coach.com

3. Waste Less Time on Social Media

I resolve to waste less time on social media channels!

Tea Silvestre, www.theWordChef.com

4. Be More Visual

Don’t forget: All marketing is VISUAL.

David Langton, Principal, Langton Cherubino Group, Ltd. (http://www.langtoncherubino.com)

5. Consistency!

It is easy when we get busy to stop marketing ourselves, but we know that we need to do it consistently if we want to grow. So we have resolved to be more consistent in 2012 on doing our own marketing and PR.

Beth Walsh, Clearpoint Agency, Inc., (www.clearpointagency.com)

6. Update The Plan, Then Walk the Plan

Ann Siegle, Tria Marketing & Design, (http://www.triadesignfirm.com)

7. Discover Previously-Unidentified Markets

To find new ways to help customers obtain loans – financing is still a major issue.  To further expand our worldwide presence.

Catherine B. Ahles, APR, Fellow PRSA, Senior Vice President, Marketing and Business Development, Premier Aircraft Sales (www.flypas.com)

8. No More Advertising

Our 2012 marketing resolution is we will no longer buy advertising. We will buy results. After spending a year and a half attempting to optimize click through conversion rates, design high quality marketing communications and locate appropriate advertising vehicles we have discovered that we are not advertising experts. We have also discovered
that the risk for advertising success lies entirely with us. If we buy media space in a publication that does not produce results we lose both time and money. The publication, however, gets to keep our money.

For 2012 we are completely converting our marketing efforts to shared risk. We will no longer pay for click through or brand exposure ads. We will only pay a percentage of sales actually produced by the ad. Our advertising budget had previously floated at about 9% of revenue. For 2012 we will be increasing this about 30% of revenue. Instead of paying $600 for a quarter page ad we will pay 25% of all sales produced by the ad. If the ad produces $10,000 in sales the advertiser will receive $2500. If the ad produces $100 in sales the advertiser will receive $25. This will be tracked through coupon codes for print. All web advertising will be converted to affiliate programs which pay by the sale. We can increase our media budget since all advertising will be paid for by additional sales.

This does not mean that we will stop brand awareness advertising. Our brand awareness strategy for 2012 however will be entirely based on shareable content and partnerships with publications that have a similar audience. We will be producing more free downloads and more shareable content on the assumption that if it is valuable – it will be shared and republished. This is a big risk since traditional paid advertising guarantees space in a publication. Shareable content, however, may or may not get reused in other publications.

Chris Tobias, Director of Educational Excitement, School Skills

9. Positioning

Our 2012 our resolution is to position ourselves as the Thought Leader in our industry and also to all lose 5% of our current body weight, eat right and exercise more.

John Fairclough, the r e s i c o m group (http://www.resicomonline.com)

10. Happy Shoppers

Our 2012 Marketing Resolution is to keep our shoppers happy. Our success is driven by word-of-mouth marketing from wonderful customers. When they like their experience with us – as in our jewelry quality, diverse selections, low prices and customer service – they come back and they tell their friends about us. And the cycle continues when those friends have a wonderful experience too! That’s why we always try to listen to the needs and wants of our shoppers and make their Joolwe.com <http://www.joolwe.com/>shopping experience amazing.

Monique Bird, Marketing and PR Specialist, Joolwe.com

11. Regular Communication.

Contact our email list on a regular basis (no more being flaky!) and not worry every single time that I might lose subscribers. It’s better to have tried and lost, than to never have tried at all!

Chris Wise, Online Marketing Director,  Guideline Central

12. Systematic Marketing

For our own firm and for our clients, we are resolving to commit to a programmatic approach to marketing (strategy) instead of simply a project approach (tactics, often with no real plan behind them : “one offs”).

Charles J. Morris, Jr., Principal, Morris Creative Group, LLC

13. Community Centric, Mobile Friendly Website

For 2012, The Voice of Your Customer plans to revise our company website to be less content driven and more mobile friendly with a great focus on customer engagement and community involvement. Previously, our website as focused on flash and SEO heavy content that is no longer of interest to our visitors.

The Voice of Your Customer also plans to increase our visibility in the media by distributing more company press releases and applying for more industry, small business and community awards. In years past, we won several awards that generated quite a bit of exposure in the local, regional and niche media that resulted in more visits to our website and social media pages.

Additionally, The Voice of Your Customer plans to increase the activity on our LinkedIn and Facebook company pages, better utilize the engagement tools and more effectively use the visitor analytics. When the pages were launched, the focus was on increasing likes and daily posts. In the near future, we would like to use these pages for survey research, recruiting and content management.

Crystal L Kendrick, President, The Voice of Your Customer 

14. Mobile Marketing

In 2012, our company, Leon Mege Inc. (custom made engagement rings and fine jewelry) will be doing a lot more mobile marketing. We will also be focusing more on Google+ and are allocating a smaller budget to print ads and Facebook ads. A lot more branding is also in store for the New Year for our company (we are currently in the early stages of developing a branding strategy).

Olga Topchaya, Director of Marketing,  Leon Megé Inc.

15. Increase Twitter Following

Our marketing resolution is to increase our twitter following, in order to control cost and to weed out the multiple offerings of Marketing Services that I am swamped with on a daily basis. If I can control advertising cost, I can hopefully make better use of time and money to hire help.

Lance Dzintars , Zaria & Bella’s LLC, www.zariaandbellas.com

16. More Online Engagement

Going to do more: Webinars, email campaigns with partners who send on our behalf, retargeting, startup daily deal sites, guest blogging.

Going to do less: sitting around twiddling our thumbs

Going to start: LinkedIn advertising to drive webinar signups

Joshua Krafchin, Clever Zebo (www.cleverzebo.com)

17. Have a Conversation

We’re going to be more conversational and ‘broadcast’ less. We’re going to bring true value to our customers as opposed to just marketing our products. We’re going to listen to our customers and ask them, instead of making guesses as to what they want from us.

Kendall Moyles, Green Surf Shop

18. Give More Value

My resolution is to contribute more ideas and expertise to social networks that are related to what I do within my company.

Christi Pemberton, Global Crest Productions

19. Invest in Advertising

In 2012 I am going to jump off the bridge and go for big advertising in a major wedding magazine THE KNOT…it is needed at this time and so for 2012 I am placing an ad in this national player in the wedding industry.

Kelly Marie Albert , The Perfect Card Box

20. Intentional Marketing

A.    Greater emphasis on social media. We want to expand our presence on Facebook by adding custom tabs/pages to help grow our fan base. In terms of audience interaction, we are committing ourselves to posting at least twice per day on both Facebook and Twitter. The significance of LinkedIn is also something we plan to utilize in the new year.

B.    Videos, videos, videos. In 2012 we are launching a YouTube channel to post things like customer testimonials and information videos about our products or services. The goal is to educate our existing and potential customers through the informational videos while building and reinforcing a sense of trust with videos such as client testimonials.

C.    Targeted mailings. When we first started our original business we worked out a deal with a local printer to create some post cards for us. We mailed them out to local businesses and the response was better than expected. It may be a new year but the world is still generally the same, so we’re going to get back to some basics with this one.

D.    Launch an email newsletter. It is important for us to stay in front of our customers and on their minds. We are committing to sending out an electronic newsletter each month to those customers who opt-in to receive it. The newsletter will give them a first look at upcoming specials and promotions, as well as offer subscriber-only opportunities.

E.    Advertise in local newspapers. This relates a bit to point three above. We ran a few ads early on and experienced some moderate returns, so we will return to this as an option for us in 2012. Online readership is growing and rates are more than reasonable at this time.

Daniel J. Spence, President, Big Bird Media, LLC

21. Develop Partnerships

I plan to develop some strategic partnerships with other business owners so that we can combine our efforts to host a Mini-Telesummit.

I will be attending the Diva Toolbox Conference in Boston, MA for the second year and also be connecting regularly with my local chapter members of NAWBO.

I enjoy blogging and will be sharing my ideas on my LinkedIn Profile and the new Facebook page I am creating for my Coaching Business: “Moving Forward Through Divorce.”

Nancy A. Kay, Divorce Management Coach,

22. Focused Marketing

Narrow our marketing focus by eliminating distracting products and services that don’t pay their way that we carried in the past to be a “full service” company for our clients. They are a distraction from our meat and potatoes offerings. Instead, we’re creating a group of complimentary partner companies to take over those duties using other area business people we’ve known and trusted over the years to take over those services. We’re referring to them as “trusted local partners”. We’ll refer business to them and in return they’re going to refer back to us based upon our defined competency. Members in this group must have a complimentary business product or service that enhances the group. This is different than a networking group like those formed by Chambers of Commerce that group non-competing businesses together without any regard to how well they complement each other as businesses.

We also plan to drop the less sophisticated parts of our previous offerings as they’ve become commoditized by the market. Offerings such as retail software, Internet Content filtering, computer repair services (we call it break/fix) and retail sales of computers and printers. We’re trying to move up the IT food-chain and focus on more sophisticated products and services that aren’t generally offered at the “shallow end” of the IT services pool. This is our effort to differentiate ourselves from the retail big-box “Geek Squad” type guys.

Jeff Hoffman, President, ACT Network Solutions

23. Pick a Few Good Marketing Strategies

Narrow down social media to 2 – 3 tools that REALLY work in terms of responses. Narrow down my marketing hours. Make more effort to make human to human contact rather than just social media. Hire people to do some work for me. (PR, day to day tasks). I know it’s an investment but it will free me up to think of the big picture.

Sandra Mendoza-Daly, DebutanteClothing.com and VintageFindIt.com (http://www.debutanteclothing.com/ and http://www.vintagefindit.com)

24. Increase Local Exposure

We will continue to get involved in our community through various B2B channels, such as the local Chamber of Commerce, regional newspapers and their online versions, and traditional “small town” handshake efforts. The goal is to have every local business owner know who we are, and more importantly, understand what we do.

Leverage the Local / Mobile / Social aspects of technology. Being in a small town environment limits the effect of many social media efforts, however the growth in location based services such as Foursquare, Oink, Gowalla, and Facebook check-ins have allowed small businesses to focus on the people who are already around them. As smart phones continue to grow on older customers, these services and features will become more and more important on the local level. We plan on offering specials and contests that involve being physically close to our location.

Increase community involvement. We plan on sponsoring a local softball team, running a clothing drive, and taking part in our local Autumn festival in 2012. We plan on doing at least one major community campaign per quarter of 2012.

We are in the process of developing tools for local business owners to leverage technology that they simply don’t yet understand. We have found that the average local business owner still does not know how to properly use even their old outdated Web sites to their advantage. Add in Social Media, iPhone apps, and local search listings (Google Maps, Bing, Yahoo Local, Yelp, etc.) and it just spins their head. We are working to bring these tools to the average person through a series of free seminars, online tutorials, and even a local business app builder which will allow for our community businesses to take a giant leap ahead of even their larger corporate competitors.

I am really proud that the same efforts that we use to market our company are going to help our local community and our local business owners. Although it sometimes feels that technology drives us apart, we feel that it can be used to bring back the Mom & Pop way of doing business of yesterday.

Jon Berry, Berry Smart

25. Create More Local Partnerships

Our resolution is to find more local/regional partners in order to foster visible job growth right in our own backyard. Restoring hope locally is job one in this economy!

John Leschke, Green 3 Apparel

26. Get Involved

We are going to work with more websites that cater to our target market. This includes offering free valuable information to other relevant sites on how businesses can start implementing strategies of their own to start seeing results. Developing more relationships with experts in the industry. Giving away more free information to prospective clients. Also participating in more guest blog related public relations.

We plan to do less direct mail advertising and instead use email and other virtual mediums to maximize profit. We also plan to continue not participating in cold calls.

A major thing we plan to start doing in 2012 is to be involved with more charitable events and more offline activities that are in the public eye. We feel that in conjunction with our online promotions, this could create a synergy that is unmatched.

Mike Calloway, Trinity Marketing

27. Be More Personal

I hope to be more personal than ever in my marketing.  As a freelancer and now a small business owner with predominantly remote work, online content marketing is a stellar way to establish my expertise, inform potential clients about my methods, and get my name out. But blog posts, newsletters, tweets, and Facebook posts only go so far as information vehicles. I’m finding more than ever it’s the thoughtful notes, unexpected responses, and general accessibility that powerfully push my business relationships and my career forward. It’s easy to write these things off since they don’t have the same reach of our other efforts!

Stephanie Peterson, Fairground Media

28. Referral Marketing

We plan on giving a strong push to referral marketing through social media in 2012. We’ve played with it in the past, but it’s time to really see if we can make it work to help grow our business!

Sara Sutton Fell, CEO & Founder, FlexJobs.com

Related articles

• Building Your 2012 Marketing Plan (23 Kazoos.com)
• Top Retail Trends for 2012 (StartupNation.com)
• 8 Bold Resolutions For Marketers (fastcompany.com)

As small business owners everywhere are getting ready to hit the ground running in the New Year, one of the biggest challenges the face is finding ways to do more with less.  With economic predictions pointing to more of the same in 2012, it will be more important than ever to make sure every dollar spent makes the greatest possible business impact.

To that end, we asked small business owners for their thoughts on what worked and what didn’t in their 2011 marketing plans and how they planned to apply that knowledge to their efforts in 2012.

1.       Increase Success Coach ( www.increase-sales-coach.com)- Leanne Hoagland- Smith

Based on 2011 results, 2012 marketing focus:

“Blog posting must remain at an average of 5 per week. I will need to increase outside article submissions by 100% to 2 per week instead of the current one per week. As I have expanded into Facebook through business pages, daily postings must be maintained on these pages as well. I will post older articles from onto these Facebook sites along with Twitter and LinkedIn. Also I will do more prospecting through LinkedIn. Finally, building strategic alliances and referrals has probably been the most successful strategy this year for me. “

2012 will see less:

“Cold calling is one that I will probably eliminate. Attending multiple business to business networking will be reduced and only those that have resulted in solid business connections will be maintained such as membership in only one Chamber versus several. Direct mail will be reduced and directed to very specific campaigns.”

New strategies for 2012:

“My College Success Boot Camp will be 100% marketed through social media. In the past I have integrated direct mail into my marketing efforts. Also free monthly teleconferences will be part of 2012. These will be a lead in for a paid teleconference/workshop or seminar.“

2.       Timberwolf Manufacturing  (http://www.timberwolfcorp.com) – Stephen Roberts, Marketing Manager

Based on 2011 results, 2012 marketing focus:

“More video, more social networking based on volume of traffic to existing marketing material on our site, YouTube channel and FaceBook”

2012 will see less:
“Print advertising, Hoovers Database subscription for dealer acquisition, direct mail/card decks, and list buying.”

New strategies for 2012:

“Encouraging end-users of our products to engage with us more on FaceBook to create more third party endorsement and just have some fun.”

3.       Flourish VA  (www.flourishva.com) – Caroline Pigott, Principal, Business Services Consultant

Based on 2011 results, 2012 marketing focus:

“I will be placing more emphasis on attending networking events. I feel that, although the results from Internet marketing and social media networking are indispensible, it’s still absolutely essential to have some face time with prospects so they can get a feel for my personality. If I can’t meet face to face, I plan on doing more consults via Skype for that same reason. We’re all online now and giving face time can really set you apart from the competition.“

2012 will see less:

“I will do less of Facebook. Now that Google+ has launched its business pages, I think it’s essential to put more focus on this as a business. Google, after all, is the “king pin” of search and so it’s wise to have a Google+ business page.”

New strategies for 2012:

“Google+ – using Google+ as a marketing tool for my business. I’m also going to implement a video marketing campaign. I’ll place how-to videos on my blog and YouTube.”

4.       Langton Cherubino Group (www.langtoncherubino.com) – David Langton, Partner

Based on 2011 results, 2012 marketing focus:

“Our book, VISUAL MARKETING: 99 proven ways for small businesses to market with images and design (Wiley) was published in the 4th quarter 2011. We’ve only just begun to see how this will inform our marketing strategy. We intend to do more speaking events, radio, blogs and podcasts about Visual Marketing. We will continue to do a lot of article writing, answering HARO queries and building up momentum for the book and our business.”

2012 will see less:

“We will do less of the “one-offs.”  We want to focus on integrated marketing
strategies and make sure that anything we do online is available in print and
may be adapted for our in person presentations.”

New strategies for 2012:

“We just launched a dedicated website for the book: www.VisualMarketingBook.com and it has its own Facebook and Twitter account.  We will be doing much more in these platforms in 2012.”

5.       Clearpoint Agency, Inc.  (www.clearpointagency.com) – Beth Walsh,PR and Marketing Communications

Based on 2011 results, 2012 marketing focus:

“We plan to revise our website and optimize it for search engines, increase our blogging and social media, do more press releases, and also attend more networking functions.”

2012 will see less:

“Not sure other than eliminating the paid online directory listings (see below). We may or may not do pay-per-click advertising, but we haven’t decided yet. We did a small amount of it last year. We have stopped paying for online directory listings and instead, are doing more SEO. We think it is a better/more effective way to spend the same money.”

New strategies for 2012:

“Paying for SEO support; we also plan to increase our charitable involvement (which we did on a small level in 2011).”

6.       Tria Marketing & Design (http://www.triadesignfirm.com) – Ann Siegle

Based on 2011 results, 2012 marketing focus:

“Inbound marketing – SEO, social, e-mail marketing and content generation.”

2012 will see less:

“Print. We may actually do less SEM as well.”

New strategies for 2012:

“We are going to dive further into a niche and let go of some markets that are underperforming. It’s scary to ditch an industry but we feel it’s critical to grow. We’re also going to focus efforts on moving clients to retainer based agreements, and away from project based work.”

7.       Premier Aircraft Sales (www.flypas.com) – Catherine B. Ahles, APR, Fellow PRSA, Senior Vice President, Marketing and Business Development

Based on 2011 results, 2012 marketing focus:

“Today, most aircraft purchasers do the bulk of their “hunting” online, rather than at their local airports. Believe it or not, many offshore customers put a deposit on an airplane based upon the description and photos contained in online ads. Our company has an impeccable reputation for accurate descriptions of aircraft, and offering only excellent inventory for sale, so there’s little risk in buying these high-end products online.  In 2012, we will be doing even more online advertising as well as creating more landing pages and other web-based tools. Incentives have become more important too. We will be offering things like free fuel for a year with purchase of a new aircraft.  Also, we are still figuring out how to use Facebook to aid our customers in keeping up with new developments of interest. We have not gotten into the Twitter business, and I doubt we will next year.”

2012 will see less:

“Our print advertising will go to bare minimum, and we will cease doing open houses and any trade show except the very largest. We used to host Aircraft Expos, a regional aircraft open house put on in partnership with dealers representing other brands of aircraft. These used to be a major source of leads but with the economic decline attendance by serious buyers has fallen off so dramatically we will not do them in 2012.”

New strategies for 2012:

“Since we are in the review and planning stage now, that’s to be determined. I have determined we are going to use new suppliers for online ads, and shift advertising dollars into ads in online aviation newsletters.”

8.       School Skills  (www.schoolskills.net) – Chris Tobias, Director of Educational Excitement

Based on 2011 results, 2012 marketing focus:

“In 2012 we will no longer pay for advertising. We will only pay for results. This means affiliate programs and partnering with publications to pay them based on the sales an ad produces rather than just paying for ad space.”

2012 will see less:

“No more pay per click or pay for space.  We will no longer pay for advertising that does not directly drive sales.  After spending a year and a half attempting to optimize click through conversion rates, design high quality marketing communications and locate appropriate advertising vehicles we have discovered that we are not advertising experts. We have also discovered that the risk for advertising success lies entirely with us. If we buy media space in a publication that does not produce results we lose both time and money. The publication, however, gets to keep our money.”

New strategies for 2012:

“We are new to affiliate tracking systems and will have to modify our website and reporting to include this.”

9.       the r e s i c o m group (www.resicomonline.com) – John Fairclough

Based on 2011 results, 2012 marketing focus:

“To engage in those events and opportunities where we can share our expertise—such as speaking engagements, webinars, Lunch and Learns. We want to offer educational events where potential clients are free to use information and the expertise we provide. “

2012 will see less:

“Traditional print advertising that focuses on us while ignoring the needs and pain points of our market. We are on a quest to never use a general information brochure. We are looking to have customized pieces to every prospect.  We refuse to use or create any hard sell content where the spotlight is solely on us—instead we focus on the client and their challenges and opportunities for growth. As a general rule, the word “we” should not be in our marketing materials. We want to get away from talking about our company, rather just share our thoughts on challenges our prospects face.”

New strategies for 2012:

“Hosting webinars as well as ‘Lunch and Learns’.”

10.   Joolwe (www.joolwe.com) – Monique Bird, Marketing and PR Specialist

Based on 2011 results, 2012 marketing focus:

“We really want to be shoppers to be more active with us online. Our plan is to engage users directly through our blog, website, and social media. We want to be much more than just a jewelry retailer, and we want our site to be a place where jewelry fanatics can learn about new trends, communicate with other shoppers and even design their own jewelry!”

2012 will see less:

“We’re not going to do anymore magazine advertisements in the foreseeable
future.  Around Valentine’s Day (2011) we tried advertising in a magazine. It was very expensive and we didn’t see any increase in revenue. We definitely learned from that experience, and now we understand that online advertising is more effective for us. Most magazine readers aren’t going to stop reading their magazine to visit a site on the computer. However, if a viewer is on the computer, she’s much more likely to click a link to our site.*

New strategies for 2012:

“We’re reaching out to “web celebrities” on YouTube, fashion blogs and other websites. We’ve found a number of web personalities who have become online stars. Joolwe.com will work to get as many of them to make video reviews of our products, offer our giveaways and/or allow us to guest blog.  We also want to reach out to our local community through nearby pageants and local nonprofit women’s, children’s and fashion groups. We get orders from all around the world – but we don’t want to forget about our neighbors.   Joolwe.com  will also engage other small retailers targeting the same female demographic. We feel that by cross promoting products through our respective email newsletters, we can increase sales for both parties.”

Related articles

• Building Your 2012 Marketing Plan (23kazoos.com)
• 28 Small Business Marketing Resolutions for the New Year (startupnation.com)
• 30 Top Ebooks to Help You Master Inbound Marketing in 2012 (hubspot.com)

By now, every small business owner knows that smart use of social media can bring business in the door. In many situations these channels can even offer more business bang for your marketing buck.  It’s likely that your 2012 marketing plan has specific social media marketing activities planned alongside the traditional marketing activities and bigger campaigns.

While planning your use of social media is one of the foundations to using is wisely to boost your business, it can also hinder your ability to really make use of this dynamic platform.  To address this, add a sprinkle of spontaneity to your plan and make the most of social media marketing by using some of these quick and easy ways to use social media to market your business.

1.       Engage with Events

Invite engagement by using current events that impact your industry or impact your customer base.   Start by linking to a news story or video about the current event.  Ask your customers for their opinions, reactions, or experiences.  Write a blog post about the event that shows why it is relevant to your business or to explain your company’s stand on the issue at hand.  Post links to your blog on all your social media outlets and encourage customers, fans, and followers to comment, respond, and interact.

2.       Value Video

Looking for a quick way to spark some interest?  Don’t underestimate the value of video in generating buzz and inviting engagement.  Use videos to promote new products, provide visual product demonstrations, or to offer an inside look at your business operations.  Video is a great way to help your customers and potential customers connect to your company and see the people behind the product.  Have a customer that just loves what you offer?  Ask them to be the star of your next promotional video and let them tell the world why doing business with you is so great.  And here’s a secret:  ”there’s money in funny.”  Just check out You Tube’s Top Ad Spots of 2011.  Incorporate humor into your campaigns and see how far it rolls.

3.       Revisit and Reintroduce

Keep your new and existing customers thinking about the full suite of your products and services by running mini-campaigns that reintroduce your tried and true offerings.  Many businesses only focus on what’s new, but by spreading the spotlight around, you ensure your fans and followers don’t miss out on one of your best sellers.  Revisit these oldies but goodies by posting product information videos, “Did you know” blog posts, and sale details.

4.       Appreciate Customers

One of the quickest ways to engage customers is to feature them.  Have a great customer that you love doing business with?  Make them the customer of the month and feature them in your posts, tweets, and blogs.  Host a virtual customer appreciation event that offers a special discount to fans and followers.

5.       Feature a Freebie

Stir up your social media by offering something free like a white paper, mini visit, cup of coffee, or product sample.  Limit the number that can be claimed to build excitement and a sense of urgency.  Make the most of these opportunities by featuring something that will really attract the kind of customers you want.

6.       Create a Contest

Everyone loves to win.  Use that fact to your business’ benefit and host a quick contest for the best picture of a customer with your product or the most comments on a customer post.  The best contests get your fans to spread the word and invite their fans, friends, and followers to help them win.

Without a crystal ball, it’s impossible to know which quick campaigns will go viral and which will fail to generate the buzz you were banking on.  The key is to remember that these quick hits are the spontaneity and spice you are sprinkling across your marketing strategy and plan.  They are quick and don’t require a big investment of time or resources.  This means that if they fizzle fast, it doesn’t really matter.  Just make a note and move on to the next idea.  This will keep your interaction fresh and inviting and help keep your business moving at the speed of social media.

Related articles

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Use email marketing to build buzz for your biz: photo credit ViaMoi via Flickr.com

Every small business owner understands the value of building relationships with customers.  But many of us get lost when it comes to building relationships with potential customers.  

As a business owner, I’ve learned that success in marketing is all about timing.  The optimal time for a business to sell a product or service to a customer is right when they need it! Wouldn’t it be great, however, if we knew when that perfect time was for everyone?  Unfortunately we don’t. So here’s the rub, how can you get in front of a potential customer just at the exact time when they are ready to buy?  That’s where email marketing can come in.

In a special report made available by AWeber, one of the world’s leading email marketing platforms,  MarketingSherpa offers valuable insight into how small businesses are using email marketing effectively and how they can improve.  Their findings are based on a survey the company conducted across 2700 email marketers and show some distinct trends in the use of email marketing across small businesses.

So, what are small businesses looking to accomplish with their email marketing campaigns?  The number one objective, ranked at the top by 80% of the respondents, was list growth and subscriber retention.  Simply stated businesses want to build better relationships with more prospects.

This isn’t surprising because business is simply about the law of large numbers; the more prospects you have in your pipeline, the more sales you have.   However, the findings show that our collective attitude about list building seems to be undergoing a rather significant shift leaving small business owners wondering which is more desirable – quantity or quality.

The quick answer is that a shorter list of high quality subscribers beats a giant list of random opt-ins any day of the week.  So, what can you do to make the most of your email marketing activities?  Follow the 5 B’s of email marketing below and build the right kind of buzz for your business.

1. Be Customized

Businesses go to a lot of work to attract subscribers and get potential customers to opt-in to their offerings.  Don’t waste that effort by treating every one of those prospects as if they are the same.  Erase the concept of one-size-fits-all from your email marketing mindset.  In order to replicate that real-time relationship, your subscribers need to feel like you are talking directly to them and only to them.  Amazon and Pandora are two companies that do that well in email marketing, segmenting subscribers by interests and emailing them relevant offers and information.  What’s the practical application?  Don’t just have one email newsletter, have several, customized to meet your prospects’ (and customers’) needs.

2. Be Choosy

Just like the customers you are hoping to attract don’t want to feel like they are just anyone, you don’t want them to see your company as just any company.  Choose the right content and spark a conversation.  Conversations lead to conversion.  Choose wisely.  Practical Application: strive to add value, give people want they want, don’t spam.  (How do you know what they value?  Just ask!)

3. Be Strategic

The most successful email marketers set goals and develop strategic plans for achieving those goals.  Understanding how your email marketing strategy fits into your marketing strategy will also help you stay on track.  Practical Application: Know what you want to accomplish.

4. Be Tactical

Once you know what you want to accomplish, (i.e., establish my company as the leader in my industry) email marketing success is also all about the tactics.  Knowing which tactics inspire prospects to opt-in and remain engaged is one of the foundations of using email marketing successfully.  Practical Application:  Know which tactics your audience responds to and which ones turn them off.

5. Be Clear

There is a lot to be said for clarity, especially in communications.  When you are asking a subscriber to opt-in to your offer, make sure they know what they are getting, how often they will receive it, when they will receive it, and why they want it.  Practical Application:  Don’t assume anything.  Make sure your email communications answer your subscribers’ questions.

If you’re looking to increase your pipeline in 2012, email marketing is still one of the best tools in your marketing tool box.  Use it well and you will reap the benefits. For more information about successful email marketing, check out AWeber. (Disclosure:  AWeber is one of the email platforms I used in my business.)

If you use email marketing in your business, please leave a comment below and let us know what tips you have for small business owners.

Want to get more inexpensive and practical small business marketing ideas, grab a free ebook called “Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed” at http://23kazoos.com.

Wendy Kenney is the bestselling author of How to Build Buzz for Your Business available on Amazon.com, and has been featured in the Wall Street Journal, USA Today, and Newsday.

Related articles

• Building Your 2012 Marketing Plan
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Mobile media is hot! Amazon sold approximately 5 million Kindle Fires over the holiday 2011 season. Photo credit: Brian Sawyer, Flickr.com.

If you have ever considered the possibility of creating an e-book to market your business, now may be the best time to start.  CNet reported that according to preliminary estimates, almost 8 million new Apple and Android devices were activated over Christmas weekend 2011.  When you add the estimated 5 million Kindle Fire’s sold during the holiday season, it is easy to see that access to online media like e-books is becoming the norm for everyday Americans.  The benefits your business can get from publishing a quality e-book far outweigh the effort needed to create it.  Don’t miss out on the huge opportunity this demand for portable media is creating.

Here are four reasons why you need to include e-books as part of your 2012 business marketing strategy.

1. Establish Yourself as an Expert

According to Ivan Misner, New York Times bestselling author and founder of Business Networking International (BNI), visibility plus credibility equals profitability.  Writing a book is one of the most credible ways to identify yourself as an authority on the subjects that matter most in your industry and to your customers.

2. Publicity

The media is always looking for subject matter experts to provide insight, background, opinion, and recommendations on what is happening in the world.  However, most media want to see some sort of credentials before they will accept you as a source.  Credentials come in many forms: initials such as M.D.., PhD, CPA; experience such as “eyewitness,” and titles such as doctor, lawyer or author.  Being a published author immediately gives you credentials that the media can trust.

3. Competitive Advantage

In industries where there are hundreds or even thousands of others who do what you do, an e-book can set you apart from the crowd.  If you use your e-book as a promotional tool, you can show prospects the value you offer before you ask them to spend any money.  This is also an effective way to build and expand your prospect list.  Everyone loves getting something for free and prospective customers are more likely to give up their contact information if they are getting something of value in return.  If you choose to sell your e-book, you are increasing your visibility, credibility, and perceived authority while also opening an alternate revenue stream.

4. Broaden Your Reach

Putting information in e-book form opens the door to attracting other readers and broadens your reach as a business owner.  People who aren’t consistent blog consumers and those who are not interested in attending a webinar may be interested in what you have to say and the knowledge you have to share, but not the form of media you are using to communicate.  E-books provide another way to get your message out to the masses and will attract a different set of potential customers.

Writing an e-book to share or sell with your target audience can greatly enhance your business and your brand by establishing your expertise, increasing your visibility, and boosting your credibility.  Whether you are looking to build your list, attract publicity, or invite a new segment of prospects into your business, authoring an e-book will open the doors to make it happen.

Have you written an e-book already?  Post the link to it here and let us know how it has impacted your business!   

Related articles

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These days if you get called for an interview from the media, there's a good chance you might get interviewed on Skype. Image by Getty Images via @daylife

Guest Post by Jodie Heisner, President, Bottomline Media Coaching

When you think of doing a media interview the image that pops into your head is likely one where you are sitting with a reporter. The reporter is taking notes or using a digital recorder, she may have a microphone and/or a video camera, but like everything else, this is changing.

Social media and the ever developing tools and apps available via computers, tablets and smart phones are opening new doors every day to the world of communications.

Travel a lot? You no longer have to worry about being unavailable for an interview thanks to Skype. While the video and audio quality is not exactly 100% the media is now regularly using Skype to reach experts, out of state victims and witnesses. Skype is giving local TV news stations interview opportunities they would not have had the budget to carry out in the past.

Here are a few tips for doing interviews via Skype: Make sure your face is well lit (no shadows or dark spots), look directly into the camera on your computer, look at the background make sure there is nothing distracting/inappropriate/untidy, and even if you are sitting in your kitchen, dress for a TV interview.

No meeting necessary. Magazines and newspapers looking to fill, not only print pages, but also webpages, now often send their questions via email. This makes it very simple for both parties, but you do need to look out for some downfalls. You can’t hear the reporter’s tone, so it could be difficult to interpret the question. Be sure to call the reporter should you have any concerns. Keep in mind when answering interview questions via email; don’t write an essay for each answer, be sure they are complete, but concise.

To the other extreme, beware that print media may now want an in-person interview, because their reporters are now also armed with cameras. This allows them to put the interview on the web. Everyone needs visuals now, not just TV.

Tweet chat interviews. Twitter is an amazing communication and marketing tool. If you read my blog or have been keeping up with the newsletter, you know what a big fan I am.

Now more and more tweet chats (chats created by groups using a specific hash tag and typically happening at the same time each week) are inviting special guests to share their knowledge and be interviewed by the host. The benefits include the fact that these groups are typically specific (Moms, Foodies, Tech junkies etc..) so you are reaching a specific, but global audience. The drawbacks include that, well, you will need to make sure you are quite comfortable withtwitter. Also, it moves fast and plenty of people will be commenting, so staying on track can be hard and of course you need to keep your answers to 140 characters.

These are just a few ways technology is changing journalism/communications. I could write on this subject for a week and not get through them all. In this New Year remember with this new technology comes new opportunities for you and your clients.

Related articles

• These 6 Tips Will Help You Prepare For A Skype Interview (businessinsider.com)
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4 Reasons Google Plus Is Good for Business Marketing, Image credit Jeff Gunn via Flickr

Many of the small business owners I work with are suffering from social media fatigue.  For some of them, the past few years have been a whirlwind of new technology that swept them up and forced them to repeatedly adopt new ways of interacting with and engaging their customers.

After working feverishly to integrate each new platform into their business and marketing plan, business owners have already started to question the value of utilizing all these different platforms like Facebook, Twitter, LinkedIn, FourSquare, and YouTube.  The recent introduction of Google+ for business into this mix has many small businesses wondering if there is a good business reason to add yet another platform to their already full social media plates.

Before you toss in the towel and decide not to jump on this particular bandwagon, consider the reasons outlined below that highlight why a Google+ page for your business may be the best social media investment you make in 2012.

1.       It Helps You Hit Your Target

Since the internet became something available for everyday people to use, businesses and advertisers have looked for ways to target content, communications, and relevant messages to specific audiences.  The dream of being able to customize customer communications like offering a coupon for diapers to a new mom while highlighting snow blower sales only to homeowners in New England has had limited success.

The introduction of social media and the use of targeted ad spaces like those available on Facebook and LinkedIn offered a new way to target paid advertising, but until Google+ came along, the ability to easily target content to specific audiences has been out of reach for most small businesses.    Being able to assign followers to Circles and use those Circles to provide tailored messages to specific users are the most powerful differences Google+ offers to business owners.

2.       It Gives New Meaning to +1

For many people, +1 is something you would find on a formal invitation indicating that you are free to invite another person to the event.  The Google +1 button is like being able to invite everyone you know to visit your world by allowing you to tag content you like, share content with specific Google+  Circles, and offer recommendations that show up in Google search results.

Although the +1 button has been compared to both the Facebook “Like” and “Share” functions, it is more like a combination of the two that is linked to everything Google you already use.   Add the ability to share +1’s with only specific groups through the use of Google+ Circles and you can begin to see why Google+ for business will be a must have in 2012.

3.       It is Simple to Use

One of the things that differentiated Google when it was the new search engine on the block was the simplicity of its interface.  The winning combination of functionality and white space is the trademark of all things Google and Google+ is no exception.   By creating a screen that is uncluttered and limited in how much information it presents, Google+ simplifies the social media experience.  .

4.       It is Completely Integrated with Google

If you only need one reason to invest in Google+ for your business in 2012, this is the one.  Unlike the other social media platforms, Google+ comes completely integrated with all things Google.  This means that the tools you may already be using in your business like Google Analytics, Google Places, Google Maps, etc. are already “in-house”.  And don’t forget Google Search, which has surpassed the 1 billion unique users per month mark, and the power of Google+ for business speaks for itself.  From using circles to let followers self-select which content they want to receive to leveraging Google+ Hangouts as sales funnels, Google+ can bring value to your business right out of the gate and they are just getting started.

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Launching a new product is just one way to get free publicity. Photo credit: Whispering Rock Photo

I got this in my email the other day about generating PR and I thought it was so good I asked if I could share it with you.  This post was written by Mickey Kennedy, President of eReleases.com.  (Disclosure: I use eReleases.com when I want to submit a paid press release and their service is the one I go back to again and again because we get great results.)   Wendy 

By: Mickey Kennedy

You already know that a press release can increase your company’s visibility and generate a buzz that can increase sales. What you may not know is what you should cover in your press releases. Well, I have some good news for you. I’ve come up with the ultimate collection of ideas for press release topics below.

1. New product or service
2. New website or significant upgrade to existing website
3. Involvement with charity work
4. Making a charitable contribution
5. Free shipping offer or change to shipping rates
6. Releasing findings of new study or research
7. Helpful tips related to your business
8. News of the weird (e.g.Coffee shop offers excusive $200 gourmet drink)
9. Commentary on or tie-ins to current events
10. Interesting trends
11. Starting a new sister company
12. Receiving an award
13. Being singled out for an accomplishment
14. Offering free information: e-book, newsletter or white paper
15. Celebrating an important company anniversary (e.g.50 years in business)
16. Opening a new office or relocating your office
17. Changing the company name
18. Changing a product name
19. Signing a large, well-recognized client (make sure you have their permission to publish this)
20. Announcing a media appearance
21. Inspirational stories of overcoming major challenges
22. Hosting a seminar or teleseminar
23. Sponsoring an event or team
24. Partnering with another business or organization
25. Hiring a new executive or changing ownership of the company
26. Announcing personnel change: retirement, resignation or death
27. Changing the way your products are made
28. Changing the prices of your products or services (particularly if you’re reducing prices)
29. Developing a new technology or unique procedure for your industry
30. Rebranding your business
31. Reorganizing your company
32. Hosting a major contest, sweepstakes or promotion
33. Making an outrageous claim (be careful not too sound to gimmicky or salesy)
34. Revealing industry scams
35. Announcing holiday-related sales and events
36. Making predictions for your industry
37. Provide expert opinion on important subject within your industry (think sound bites when creating quotes in your announcement)
38. Publishing findings of a recent report, survey or poll
39. Filing of a lawsuit
40. Responding to being name in a lawsuit
41. New uses for your products
42. Receiving endorsements from a major celebrity or public figure (make sure you have their permission to publish this)
43. Offering internship program with local schools
44. Establishing a scholarship
45. Hosting a tour of your facilities
46. New certifications and credentials achieved by your staff
47. Providing pro bono work
48. Responding to accusations against your company or industry
49. Setting a major goal
50. Launching a referral rewards / affiliate program
51. Speaking at a conference or event
52. Providing free consultations or a free sample
53. Taking major steps to go “green”
54. Debunking common myths
55. Taking your company public
56. Discontinuing a product or service
57. Filing or Being Awarded a Patent
58. Merger or acquisition
59. Celebrating an important milestone (e.g.one millionth customer)
60. Exhibiting at a trade show
61. Stock offering
62. Financial or earnings update
63. Securing business funding or credit (e.g. VC or angel investment)
64. Tips sheet or feature story (e.g.Top 10 Valentine Gifts, Effective Tips to Land a Job in 30 Days, Turn That Brown Lawn into a SuburbanOasis)

Mickie Kennedy

Founder & President
eReleases Press Release Services
http://www.ereleases.com/5102510.html
Toll Free: 800-710-5535
Telephone: 410-931-2966

Follow me on Twitter:
http://twitter.com/ereleases

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The business world is a sea of competition and not all of it is friendly. I asked business owners how they make their businesses stand out in a crowd. Here are some of their answers!

	1. Send Your Message In A Unique Package It’s trickier to get the attention of the decision maker with your message. Two ideas we’ve used that have worked: *We have emailed a letter to a nearby Pizza restaurant, they printed it out & delivered the pizza (vegan & cheese free since we publish a newspaper on natural preventive health) with our letter taped on top of the box. This idea was a big hit and helped establish the relationship and sale *Send your info by mail in nice 4 color/gloss file folders (label goes horizontal) Thanks to Thomas Katovsky of Healthy Referral Newspaper
	2. Position Yourself As The Expert In Your Field I try to not be a jack of all trades. We have a tendency to say, “Oh sure, I can do that”. You quickly find yourself in an over promise, under deliver situation. If you don’t spread yourself too thin, it gives you a chance to perfect the areas that you are really good at. That way you can be THE person in town who is the expert to work with. Be sure to have a list of people you trust to suggest in the fields that you don’t cover. You want to be the person your client consults for referrals! Thanks to Darlynn Nangano of Little Blog Dress Media
	3. Helping Nurses Become Heroes I recently launched a nurse speaking, training, and consulting business. At first, my sales message looked like the others (telling potential clients I could help improve their nurses’ clinical and professional…etc). Ugh. I looked like a cookie cutter. So, I got to the core of what I was trying to do and simplified my message. I want nurses to believe they are heroes; that making a difference is a choice. What makes me different is I tap into their emotions and help them believe in themselves. Thanks to Renee Thompson of RTConnections
	4. Be Yourself, Have Personality For many freelancers, we ARE our business. There’s just one person, just us. So, just like in personal relationships, just be yourself. Your business is unique because you are unique. Allow your personality to shine through. You don’t have to be the biggest or the fanciest or the most well-known company to be successful. Just look at me. There are a bazillion web designers in Phoenix. What sets me apart? I treat clients like friends and let them get to know me. Thanks to Perri Collins of Perri Collins Consulting
	5. Glass Vs Nano Technolgy I have been in the glass industry for over twenty years and started up my company over ten years ago. In Phoenix we have a lot of problems with glass breaking. Rocks and heat adds to our glass breakage claims. Desert Breeze Glass has an exclusive license with Diamon Fusion glass guard. This coating is applied to the exterior portion of the windshield making it water and rock resistant. We have several insurance agents who have said their glass claims have reduced from the repeat glass offenders since applying DFI to their windshields. Windshields are still not recyclable we are doing our part to help reduce glass breakage with nano technology. There are over eleven million windshields thrown in our landfills a year with Phoenix been one of the larger contributors. Thanks to Cathryn Curcio of Desert Breeze Glass
	6. Tell People HOW You Are Different I changed my tagline last year to: We are not the biggest mover, but our clients tell us we are the BEST! Then all of my followup with prospects and customers outlines how/why our clients say we are the best. This puts psychological triggers in their head so once we provide services for them (and my guys in the field are aware of this campaign), then when we ask for a testimonial they already have it in their head, that we are the best, and are more inclined to put that in their testimonial. Thanks to Jim Howey of TechMove
	7. Specialize: Be The Expert–Then Deliver There are a ton of freelance writers, but not many have expertise in my niches (aging, senior care, evidence-based health advice, and high-end SEO friendly content for websites). My clients come to me for expertise they haven’t seen elsewhere. They could pay cheap prices for lesser work, but they know that with me, they’ll get exceptional content that beats the competition’s. So I help their businesses stand out too! I also strive to be outstanding to work with. Thanks to Leigh Ann Otte of LA Wordsmith
	8. Be Old School! I know that what makes my business stand out shouldn’t be so simple, or old school, but it is. I live by this motto: Do What You Say You Will Do! I know it’s not the golden rule, but pretty close to it. I am constantly amazed that my clients thank me for doing such a simple thing as returning a phone call. But, when your friendly competitors take days, or do it not at all, it makes you stand out from a huge pack. All you have is your word, respect it and others will respect you! Thanks to Karen Berg of United Brokers Group
	9. Ice The Cake So many businesses advertise their “quality” or “speed” as if the competition doesn’t have this. Come up with something the competition doesn’t have, something extra – icing on the cake. I don’t market this enough – maybe I should – but when we write a book for a client, we will happily prepare a synopsis and query letter at no extra cost. We only bring this forward when a lead asks about what comes after the writing. It helps close the sale rather than generate new leads. Thanks to David Leonhardt of THGM writers

Let’s face it, starting a business is easy for most of us, but staying in business can be difficult given that there is so much competition!

Build a Better Burger and They Will Come: Burger photo via the TheBurgerDive.com

Our customers have way too many choices on where to spend their hard-earned cash.  So the question I posed to small business owners was “How do you make your business stand out from the crowd so that people will choose to spend their dollars with you?”  Here are 30 of the best responses that I received from businesses located all over the world!  I hope there’s a few that resonate with you.

1. Give ‘Em What They Want

For us, at The Burger Dive, it was all about offering something that we didn’t think our city really had, and that we believed would be wanted. Our city is overflowing with fast food burger chains, and a couple of higher end burger chains, but it really lacked that one little mom and pop burger joint that everyone loves. We have maintained our standards from day one, using only fresh and quality ingredients. We make everything ourselves, and it has paid off. People tell us daily “this is the best I’ve ever had,” and they say they can really tell the difference between us and our larger chain competitors. It really comes down to freshness, and also our creativity with our burgers and our specials.

Thanks to Brad Halsten, The Burger Dive

2. Become a Winner

We have won multiple awards and we are proud of them. The awards have become not only a pat on the back, but a great marketing tool that really gets our name out there. The award definitely holds its value as the years go on.

Thanks to Matt Pringle, DCP Productions

3.  Become Really Good at Something Really Difficult

We are a team of professional organizers who specialize in the severely cluttered and hoarders. We actually receive referrals from other organizers because this is a very difficult segment of our industry and is too much for many organizers.

We allow the client to be in command of their costs by charging hourly rather than making them buy a package up front and we make sure they are very comfortable with their organizer since this is SUCH an intimate business. We offer a quicker turn-around time if they are up against a deadline (often imposed by the county) while still allowing them to keep their dignity and self-esteem.

Thanks to Maria Spetalnik, ConquerTheClutter
4. Cater to Your Customer

Madcapz are specifically made for women by a woman. Most ball caps are made for men so they are too big and don’t fit women well. Our caps are low profile, meaning there is less room in the crown and this is better suited to women’s heads.

Also, Madcapz are available in over 20 fabulous prints; most baseball caps are in boring, drab colors and splattered with corporate and sports logos.

And finally, a growing trend with our buyers: they love that our baseball caps are Made in the USA! Most ball caps today are made in Bangladesh and China, ours are made here and buyers love that!

Thanks to Thanks to Carrie Bell, Madcapz

5.  Tap into What Works and Make it Your Own

We are a military/patriotic fashion apparel brand. We just got started about 2 years ago but within 18 months had the most popular website among our competitors and the second largest following of fans on Facebook. How did I do it? A lot of long nights… But seriously, we separated ourselves. When I started the business I really just wanted something cool to wear that looked modern but had a military or patriotic twist to it, being a veteran of the United States Army and a Drill Sergeant at the time.

We took modern cool looks and quality from what’s currently hot in the market, put a patriotic or military twist on our designs and then guaranteed our apparel for life like another apparel retailer does. We really didn’t innovate anything, but took what works from other successful companies and put them together to come up with us, Grunt Style. It’s worked fantastically and we continue to explode with growth.

Thanks to Drill Sergeant Daniel Alarik, Grunt Style LLC

6. Specialize: Be The Expert–Then Deliver

There are a ton of freelance writers, but not many have expertise in my niches (aging, senior care, evidence-based health advice, and high-end SEO friendly content for websites). My clients come to me for expertise they haven’t seen elsewhere. They could pay cheap prices for lesser work, but they know that with me, they’ll get exceptional content that beats the competition’s. So I help their businesses stand out too! I also strive to be outstanding to work with.

Thanks to Leigh Ann Otte of LA Wordsmith

7. Ice The Cake

So many businesses advertise their “quality” or “speed” as if the competition doesn’t have this. Come up with something the competition doesn’t have, something extra – icing on the cake. I don’t market this enough – maybe I should – but when we write a book for a client, we will happily prepare a synopsis and query letter at no extra cost. We only bring this forward when a lead asks about what comes after the writing. It helps close the sale rather than generate new leads.

Thanks to David Leonhardt of THGM writers

8. Be Authentic, Be Bold, Be Different!

Here is something different in this day and age, NEVER TAKE ANY ONE for granted, listen to your clients. provide value in your products and service, and go above and beyond to make people feel like they are your only customer. Return to simple values such as face to face marketing, handshakes, and then use modern day technology to stay in front of them and provide resources, education establishing yourself as the authority in your field.

Thanks to Marc Abelman, Las Vegas Interior Design

 9. Be Honorable and Forthright and You are Golden

 Honest straightforward communication and portrayal of your product. No gimmicks schmooze.

Thanks to Lys Fulda, Sphinx Group

10. Cater to A Specific Niche

We make accommodations for, and cater, to special needs kids.

Thanks to David Perkins, Bubble Swim School

11. Specialize

I am a freelance copywriter competing with dozens, if not hundreds, of other freelance copywriters for assignments. However, with a degree in Chemistry and an insatiable appetite for understanding anything related to science and technology, I have a unique selling proposition. There are plenty of good writers “out there” who are terrified of anything having to do with technology. There are also plenty of highly skilled technical people who can’t tell you in English exactly what it is that they do. I have the rare ability to interview a scientist or an engineer, or read a very technical paper, and translate the “Techno-Babble” or “technical gobbledygook” into compelling English that even people with no technical training can read and understand. My corporate logo is a red apple, and my tag line is, “Technical copy with a delicious difference. Like an apple, it will be “red.” This is how I differentiate my business from my competition.

Thanks to Robert P. Baker, Copy To Go, Inc.

12. Create a Better Experience

Ringadoc puts patients in touch with doctors from any phone, anywhere, anytime. Our meticulous attention to technology separates us from our competitors. We devote just as much time to perfecting our software as we do to finding the best team of doctors, because we believe great technology goes a long way in creating a better healthcareexperience. Most recently, we developed the first appthat enables patients and doctors to video conference right on their Apple and Android devices.

Thanks to Stephanie A. Higa, Ringadoc Communications

13. Position Yourself As The Expert In Your Field

I try to not be a jack of all trades. We have a tendency to say, “Oh sure, I can do that.” By doing so you quickly find yourself in an over promise, under deliver situation. If you don’t spread yourself too thin, it gives you a chance to perfect the areas that you are really good at. That way you can be THE person in town who is the expert to work with. Be sure to have a list of people you trust to suggest in the fields that you don’t cover. You want to be the person your client consults for referrals!

Thanks to Darlynn Nangano of Little Blog Dress Media

14. Do it Differently Than Your Competitors

Listia.com is an online marketplace where you can buy and sell things without money. You post auction-style listings to earn credits, and can then use those credits to buy things from other users. It’s a great way to trade things you don’t use for things you actually want.

Our main competitive edge is being a truly free service, as opposed to eBay who charges listing fees to sell your things. In addition, we offer a charity donation feature so users can essentially turn the things they don’t want into charitable donations (www.listia.com/charities). We’ve captured a lot of users from the eBay market as well as the Free listings on Craigslist, and hope to continue expanding our services so everyone can barter instead of buy.

Thanks to Mabel Yoshimoto, Listia.com

15. Tell People HOW You Are Different

 I changed my tagline last year to: We are not the biggest mover, but our clients tell us we are the BEST!

Then all of my follow-up with prospects and customers outlines how/why our clients say we are the best. This puts psychological triggers in their head so once we provide services for them (and my guys in the field are aware of this campaign), then when we ask for a testimonial they already have it in their head, that we are the best, and are more inclined to put that in their testimonial.

Thanks to Jim Howey of TechMove

16. Speak Their Language

We are the first marketing communication firm in the world to achieve LEED Platinum. LEED stands for Leadership in Energy and Environmental Design and was established in 1993 by the U.S. Green Building Council to encourage sustainable building practices in the U.S. My traditional marketing communications firm has clients in the building materials industry and we wanted to increase that business. Getting accredited, teaching LEED and finally getting the office Certified at the highest level tells our potential clients that we know what their customers are wanting in sustainable building products and that we can speak the customer’s language.

Thanks to Chuck Lohre, Lohre & Associates Marketing Communications

17. Niche-ify!

There are many companies that offer marketing services to small businesses. What makes Market Mommy different? We cater to the mom business owner who is trying to get her business off the ground in an affordable manner. All of our services are extremely low cost, yet professional. We help moms brainstorm and develop a marketing plan that is both effective and realistic. Our rates are low and we suggest other marketing efforts that are affordable as well.

Thanks to Dawn E. Berryman, Founder, Market Mommy®

18. Be Yourself, Have Personality

For many freelancers, we ARE our business. There’s just one person, just us. So, just like in personal relationships, just be yourself. Your business is unique because you are unique. Allow your personality to shine through. You don’t have to be the biggest or the fanciest or the most well-known company to be successful. Just look at me. There are bazillion web designers in Phoenix. What sets me apart? I treat clients like friends and let them get to know me.

Thanks to Perri Collins of Perri Collins Consulting

19. Partner with Your Customers

My company stands out because we make our members/customers revenue sharing partners in our business. Our referral program pays our members a percentage of the earnings of the customers they refer to us. They earn money without even shopping and establish residual income for themselves.

Thanks to Frank DeBlasi, Hoopla Doopla, Inc.

20. Helping Nurses Become Heroes

I recently launched a nurse speaking, training, and consulting business. At first, my sales message looked like the others (telling potential clients I could help improve their nurses’ clinical and professional…etc). Ugh. I looked like a cookie cutter. So, I got to the core of what I was trying to do and simplified my message. I want nurses to believe they are heroes; that making a difference is a choice. What makes me different is I tap into their emotions and help them believe in themselves.

Thanks to Renee Thompson of RTConnections

21. Be Old School!

I know that what makes my business stand out shouldn’t be so simple, or old school, but it is. I live by this motto: “Do What You Say You Will Do!” I know it’s not the golden rule, but pretty close to it. I am constantly amazed that my clients thank me for doing such a simple thing as returning a phone call. But, when your friendly competitors take days, or do it not at all, it makes you stand out from a huge pack. All you have is your word, respect it and others will respect you!

Thanks to Karen Berg of United Brokers Group

22. Personal Recommendations and Testimonials and Celebrity Endorsements

I work as a professional magician in the UK and it’s important to stand out in some way as there are hundreds of magicians fighting for the same (relatively small) amount of business and little to differentiate them.  One thing I have done is to make sure I get personal recommendations and testimonials from people who have hired me. It’s always useful to have plenty of these on your website, they really help. People can be a bit wary, as they know these things can easily be faked, so actual screenshots of any written “thank yous” are very powerful.

Also, I love celebrity endorsements. They are tricky to come by, but worth their weight in gold. I was working in a restaurant and an old guy came in with his family. I went over to do some magic for them and (OMG!) it was Jimmy Page from Led Zeppelin! I made sure to get a photo with him and put it onto my website; I’ve had several bookings as a result from people who say “If you’re good enough for Jimmy Page then you’re good enough for me!” Always be ready to grab a picture with any celebrity you come across, even if you only speak to them for a few seconds grab that shot, it will be invaluable.

Thanks to Mike Stoner (magician) Magician For Hire UK

23. Provide a Money-Back Guarantee

We offer a 100% money-back guarantee for our services. This means that if one or more objectives are not met within the agreed upon deadlines, we will give the client back every penny of their fee. At first glance, there appears to be a lot of risk involved with doing this. However, we’re confident in our experience and the level of services we provide to our clients.

Thanks to Tim Parkin, Parkin Web Development, LLC

24. Provide a Free Trial

GovernmentAuctions.org is a subscription-based service that gives the customer the best and cheapest possible way to view and participate in government auctions via our site. We have changed the game by offering people an initial three-day free trial membership which has never been done before by anybody in the industry.

Thanks to Ian Aronovich, GovernmentAuctions.org

25. Offer Something that Your Competitors Don’t

In Phoenix we have a lot of problems with car windshields breaking due to rocks fromnever endingroad construction and excessive heat.  The problem was that you could get your windshield fixed one day and then need it again the next.  Our glass company, Desert Breeze Glass become the exclusive licensee of Diamon Fusion glass guard which is a coating that is applied to the exterior portion of the windshield making it water and rock resistant. We have several insurance agents who have said their glass claims have reduced from the repeat glass offenders since applying DFI to their windshields.  This makes agents refer customers to us again and again.

Thanks to Cathryn Curcio of Desert Breeze Glass

26. Don’t Follow the Dots, Create Your Own Path

At SaveOnBrew.com we have both a blessing and a curse by having avery unique product.  It is easy to share with people and we often hear “why didn’t I think of that.” The downfall is we have no marketing model to follow.  We had to become just as unique in our marketing techniques as our product.

Thanks to Jennifer Davidson Director of Operations SaveOnBrew, LLC.

27. “World change How We Roll.”

Sevenly is a social good startup that stands out from the competition in several key ways. Lots of people sell cool t-shirts, but we sell tees with a cause. Each purchase gives $7 to the charity of the week. We also standout by getting our customers involved in promoting the cause. For example this week, when we hit $4,900, we’ll have raised enough to pay for a clean water well for a village in Peru.

Thanks to Justin Palmer, Sevenly

28. It’s All in The Name

I think our memorable name differentiates us from competitors: Fatpacking

Obviously people don’t base their decision to join our weight loss backpacking trips by name alone, but it does get them to at least consider us.

Thanks to Steve, FatPacking.com

29. Stand Out on Every Level

Boxiecat.com is the first provider of mail-order subscription-based home cat litter delivery. The number one way we stand out is by being more convenient. In truth, we also strive to provide a better product in a more green way and to have great customer interactions. We really try to stand out on every level, as a startup, we know that’s our best chance for success.

Thanks to Josh Wiesenfeld, Boxiecat.com

30. Send Your Message in a Unique Package

It’s trickier to get the attention of the decision maker with your message. Two ideas we’ve used that have worked: (1) We have emailed a letter to a nearby pizza restaurant, they printed it out & delivered the pizza (vegan & cheese free since we publish a newspaper on natural preventive health) with our letter taped on top of the box. This idea was a big hit and helped establish the relationship and sale. (2) Send your info by mail in nice 4 color/gloss file folders (label goes horizontal).

Thanks to Thomas Katovsky of Healthy Referral Newspaper

Related articles

• 31 of the Best “One Marketing Things” that Have Brought Customers to My Business (23kazoos.com)
• 6 Easy Ways to Market Your Business with Social Media (23kazoos.com)
• 5 Ways to Use Email Marketing to Build Buzz for Your Business (23kazoos.com)

As we get older, we don't have time to make mistakes. Learn from the mistakes of others. Photo credit Whisper Rock Photography, (C) 2011

I’ve been a business owner for over 20 years and I’ve made many mistakes.  When I was younger I felt that I had all of the time in the world, but as I get older, I feel that I don’t have the luxury of wasting precious time anymore by making costly mistakes.

There have been many times that I have said “If I had only known then what I know now.” I know that mistakes are part of the process, but experience and wisdom has made me a fast learner.  Now I pay attention to those who have gone ahead of me so I can learn from their mistakes and hopefully not make them on my own.

With that in mind I asked business owners who have been in business five years or more the following question, “What would you have done differently and why?”  Their answers were insightful and I think you will really appreciate what they have to say.  Here are 30 lessons you can learn from business owners just like you that will help you take the shortcut to business success and avoid making the same mistakes in your business.

We would love to hear your answers too, please leave a comment and let us know, “What would you have done differently in your business if you would have known then what you know now.”

Enjoy!

1. Hire Slowly, Fire Quickly

Oh man, I wish I would have remembered this one every day when I woke up. There is little of greater importance than having the right people on your team(s) and when you find out an apple has gone bad or you have found a worm in a seemingly perfect apple, get rid of it ASAP! The old adage is often true, ‘some dogs can’t hunt’.

Thanks to Ben Sayers, VoIP Supply, LLC.,VoIP phone systems, in business 8 years

2. Be More Open to Change

Technology and trends are constantly evolving: one day you are set in your Facebook ways and the next day Pinterest is the new phenomenon. Social media has changed the way we do business and how startups utilize it is integral to your success. However, if someone told me this during social media’s infancy, I would have called them crazy. I let all my years in business bias my first impression of social media and thought it was simply a fad. I couldn’t have been more wrong! Social media has changed the way we do business and has set the bar for the way we measure success. If companies are not willing to adapt, they will never become an industry leader or experience great successes.

Thanks to Jim Joyal,, SHIFT Communications, PR and social media agency, in business 9 years

3. Be the Boss Not the Buddy

Don’t be friends with employees. When you try to be too nice it makes it easy for others to take advantage of you, and that’s been true of about 80 percent of everyone I hired in the past. There was a time when I would give a job to almost anyone who asked, regardless if they were qualified or not, because back then I had the capital and I did not want to be the person who turned them down. Most of the money I lost when I started out was due to being overly tolerant of inefficient employees. It’s fine to be friendly with your staff, but you have to set boundaries and be willing to be a firm boss — whether you have three or 300 people working for you.

Thanks to Cathy Ward, BridesVillage.com, wedding accessories e-commerce retailer, 11 years in business

 4. Lock in Your Location

Had I known then what I know now, I would have done everything possible to purchase my own business property. Last year, the rent for my original office, located in the Prospect Heights section of Brooklyn doubled, necessitating my having to move during my income tax preparation season.  If I had to rent a property, the lease would have included a “lease to own” clause and have a termination date during my slow season.

Thanks to Eustace L. Greaves Jr., Greaves Financial Services, Insurance and Income Tax Preparation Services, 17 years in business

5.  Start with Sustainably in Mind

In hind sight I would have focused much more deeply on a sustainable way to generate deal flow and new leads. No matter how large you think your network is (mine is large) it is not large enough and although power networking/word of mouthis the best source of leads of all the advisor/coach /consultant/soloprenuers I know almost none are reaching their personal income goals. What I am doing differently is focusing on the internet. I have just launched an e-commerce site and hope to launch a content site in the next 90 days. Historically my advisory services were delivered on site at companies located regional. I will continue with my advisory work with about 1/3 of my time, but focus on national and to a lesser extent international clientele via phone or Skype.

Thanks to Ajax Greene, On Belay Business Advisors Inc., business advising, 7 years in business

6. Know the Value of Vision

I would have placed an earlier emphasis to define the vision, mission and values of our company. It is important for the value of our employees to be aligned with my vision for our Company.

Thanks to Jason Maxwell, MassPay Payroll Services, payroll services company, in business for 8 years

7. Eliminate Distractions

Having owned several companies, I would have eliminated my distractions sooner than I did, e.g.real estate investments (rentals), buying and selling a laundromat, renovating homes, etc. While all the ventures were profitable they took away from focusing on building a brand that ultimately would have had more value than the combined profits of each transaction not related to directly building that brand.

Thanks to Joseph Carvelli, Retail Ingenuity, retail inventory and sales forecasting, in business for 12 years

8. Set Aside Significant Savings

I assumed if I built a good product, they would come! I had no idea how costly being in business would be, the amount of money I needed to succeed, or the toll the financial strain would take.

I am blessed that I had the tenacity and the strength to succeed despite overwhelming odds. If I could go back to the beginning, I would make sure I had significant savings set aside, or capital from another source. I cannot overstate the importance of being properly funded!

Thanks to Regina McRae, Grandma’s Secrets, dessert delivery, in business for 18 years

9. Put More Emphasis on Processes

If I had known then what I did now I would have put a lot more time into creating processes.  I find that with the majority of businesses these fundamentals often get overlooked and sometimes ignored completely. To me this is utter madness! A company can succeed or fail just by their processes. We find that we avoid 99% of mistakes because we process them out. This not only avoids unnecessary errors and client issues, but actually makes the company as a whole more efficient.

Thanks to Ben Norman, Koozai Ltd., UK based digital marketing agency , in business for 6 years

10. Delegate, Delegate, Delegate

I would have delegated more and not tried to do everything myself. Although it does take time to build relationships with your staff, I waited too long to delegate certain responsibilities that could have been done by someone else. Giving responsibilities does much to validate a staff member’s gifts and also demonstrates a deeper level of trust in the employer / employee relationship. Letting go of certain tasks has been difficult for me but I have come to realize that the more responsibilities I entrust to others in their areas of expertise, the lighter I feel, the more confident a staff member becomes and greater things are achieved by their efforts than could have been done otherwise.

Thanks to Stephanie Ciccarelli, Voices.com, online voiceover talent marketplace, in business for 8 years

11. Let Go and Let it Grow

For many years I had to know everything and do everything. I have discovered that other people and organizations can do things better and at a lower cost than doing it myself.  Letting go has enabled my business to grow and prosper and made my life much easier.

Thanks to Bob Shirilla, Keepsakes Etc.  and Simply Bags in business for 30 years

12. Avoid Delaying Difficult Decisions

My biggest lesson over the years was learning that sometimes decisions had to be made for the good of the company, which sometimes meant disciplining or dismissing employees. In particular, when the economy started going into recession, I had to fire one of my closest friends in order to keep the company going. I should have done it sooner. As a result of my delay, it took a while to regain the company’s financial stability. Making difficult decisions is part of owning a business. Owners have to be willing to do it.

Thanks to Susan Southerland, Just Marry, Just Right DM and The Susan Southerland Secret, event planning, destination management, and small business consulting, in business for 20 years

13. Start with a Solid Team

I would have started with a solid business plan, hired an account, and started with a solid team around me.  There are not many businesses that are successful with one person wearing so many hats. Do what you do best and allow others to contribute what they do best to help your business grow.

Thanks to Amore Leighton Black, Apples & Oranges Public Relations, public relations and marketing, in business 7 years

14. Charge What I am Worth

I would have charged more! I was so excited to be working for myself doing something I loved. I’ve never been a person who chased profits -that’s not why I do what I do. But I didn’t do my homework and when I started, I charged pretty close to what I was making hourly at the jobs I’d left behind. That was all fine dandy except when working for myself, that wasn’t enough to cover things like taxes, health insurance, and so on. And also, I was definitelyundervaluing my services. I was booked ALL the time, yet I could never seem to get ahead. Even though my clients all loved me and thanked me for my work, I doubted my value, and that was definitelyreflected in my pricing.

Thanks to Alaia Williams, One Organized Business, professional organizing and small business systems consulting, in business 5 years

15. Focus on Building Relationships

We spent a fortune of money on advertising when we started out (with unimpressive results). We then changed our focus on relationship building with existing clients and organic search maximizationvs.paid ads.  Now we see incredible returns in the form of referrals, and new business at a cost that is a fraction of what we used to spend. We needed to learn the hard way but if I knew then…

Thanks to Ben Schusterman, ElJet Aviation Services – private jet charter service, in business for 5 years

16. Start with More Money, Less Friends

I would start with about three-times as much cash as I thought I needed. I’d also be cautious around hiring friends/family.

Thanks to Heidi Ganahl, Camp Bow Wow, doggy day & overnight care, in business for 12 years

17. Use a Better Business Model

If we knew then what we know now, we would have started with the business model that we changed to about two years ago. Before the recession hit, we charged $39.95 for an annual membership with no free trial, and no automatic rebilling at the end of their membership term. During the recession, the rate in which we generated new members waned and we reached a growth plateau. To combat our stagnation we decided to change our revenue model to a free trial and a monthly rebilling combination. We implemented a three-day free trial and then a recurring $18.95 monthly fee after the three days expired. We are doing very well as a company now, but in retrospect, we should have thought about rebilling from the get go.

Thanks to Ian Aronovich, GovernmentAuctions.org, providing information about government auctions of seized and surplus merchandise

18. Hire Employees Sooner

One thing I would do differently if I were starting my training business today would be to make my first hire sooner. Operating on shoestring (and a broken one at that), I originally had to do everything myself. The thrift that made it possible for me to survive and then thrive in the beginning quickly became a hindrance when I delayed hiring people who could do any number of specific tasks easier, cheaper and far better than I could.

Thanks to Barry Maher, Barry Maher & Associates, motivational speaker, leadership trainer

19. Dream Bigger

I would have dreamed bigger from the start. In the beginning, my focus was on serving clients in my own Puget Sound backyard, even though successful people who were familiar with my publicity expertise and storytelling gifts were telling me to think nationally or globally. If I had it to do over again, I would have put more emphasis on national and global reach of my message right from the start.  Lead with juicier, higher value, and leveraged offerings first. When I was just starting out, I put a lot of emphasis on creating the absolute best $10 product about do-it-yourself publicity that I could create. Yes, the Media-Savvy-to-Go Publicity Tips Booklets have sold by the thousands since debuting in August of 2006. However, it is so much easier to make a bigger impact for more people and my own balance sheet by leading with a juicer, higher value offering. Today, the Broadcast Your Brilliance Webinar Series and Bye-Bye Boring Bio PLUS! Programs deliver great value for many around the nation and the world at price points that make it a whole lot easier to make a good living. Whether you create an entry level product or something much more, you still have to create all the systems to support those offerings. By leading with a deeper offering, the rewards are greater for all.

Thanks to Nancy Juetten, Authentic Visibility, PR tools and training, in business 11 years

20. Approach Additional Services More Cautiously

I’ve been in business as a web designer for 18 years. The main thing I would have done differently knowing then what I’ve learned along the way is I would approach any add-on services very cautiously. I used to briefly check out add-on services such as hosting, domain name management, and others, and then I would jump in whole-heartedly. Most of the time, it worked out fine for me. However, the occasional missteps cost me dearly.  As I learned more about running a business, I also learned through hard knocks that it is much better to approach additional services methodically and cautiously. I don’t put a lot of funding and energy into them until I’m sure it is the right thing to offer. I’ve learned it is easier to resist the urge to jump at opportunities than it is to extract myself from the occasional quagmire!

Thanks to Jim Smith, Blarneystone, LLC web design, in business for 18 years

21. Give More Away Sooner and Speak More

Network a lot more in person (the Internet was in its commercial infancy) and hunt for in-person speaking engagements, even if they are not paid.  Good writing alone is not enough to convince clients to hire you. They want to hear you speak on your topic of expertise, and when you help business owners with their problems or concerns, they are more likely to hire you and/or to recommend you to others who hire you. I once helped a business owner write something for his church at no charge, and with another small assignment that paid very little. That led to a long-term writing assignment that exceeded $40,000 in fees. Sow seeds of good will and interest through your networking, speaking, and help. Continue to do this even after your business is successful because it leads to more success.

Thanks to Candace Talmadge, Talmadge Writing Services, writing services, in business for 29 years

22. Been More Focused on This Business

I wouldn’t have started it out of my apt.  I would have “cleared the decks better” by parsing other interests that I was juggling at the same time. I would have learned more about guarding a business (legal, insurance, LLC/Scorp/Inc).  I would not have spent so much money on a business plan.

Thanks to Todd Greene, HeadBlade men’s grooming, in business 12 years

23. Don’t Do It All Yourself

I would have gotten an assistant, accountant and web coder much earlier. I did it all myself for 8 years in my business and have only been hiring assistance for the last two years. I knew it would free up my time to hire people – and what I didn’t know was how much it would free up my mind and let me do better, more powerful work along the way. I’ve been able to create more products and do more thought leadership since getting those little tasks off my plate… and if I’d done it earlier, I can only imagine how amazing things would be.

Thanks to Erin Ferree, BrandStyle Design, branding for small businesses, in business for 10 years 

24. Look Before Leaping

What I know now is the huge cost of marketing and promotion required to build demand. We started out expecting to sell retailers and distributors and attend trade shows and travel to customers and sell and spent two years on that path. Then we took a hard right and for past two years we have evolved into an Internet retailer running DRTV (Direct Response TV) infomercials with 85% of our business now direct to the consumer. Social media was never in the business plan either now it’s vital.

What would I do differently knowing what I know now? (1) Keep my old job as long as possible and not leapt off the cliff (but it was a nice feeling) (2) Anticipate 5 years to break-even, and set aside “don’t touch” money.

Do I regret jumping off the cliff? No way. As I tell my wife- don’t look down, keep looking up!

Thanks to Brad Barrett, GrillGrate, LLC, grill surface for better food, in business 5 years

25. Pick More Profitable Partnerships

I would have used deeper discernment in picking partners/vendors/joint ventures, even markets. I picked some doozey’s AND after the fact, saw all the red flags.

Thanks to Shawne Duperon, ShawneTV, media coach and production company, in business 11 years

26. Focus on Face to Face Interactions and New Technology

We learned a lot of lessons in starting our company. For example, we would never produce four-color mailers that are sent to mass prospective clients. We’ve learned that face-to-face interaction and building the business relationship is key. (This was pre-Internet). We also learned that a lot of mailing lists are not updated. This endeavor was expensive and resulted in a poor ROI. When the Internet came around, we certainly would have jumped on this new technology much earlier — developing a website much sooner. It’s an amazing tool to get your message out to the world to sell products and services with visuals. We try to make it much easier for clients to find us rather than we search for a ‘needle in a haystack’ to find prospective clients.

Thanks to Greg Jenkins, Bravo Productions, event planning and production company, in business 25 years

27. Plan For Growth, Be More Discerning in Following Advice

As the owner of a driving school in New York City, my first big regret is that I did not get all other licenses (Motorcycle, Bus, Truck license) earlier in life. I just pass my truck road test TuesdayJanuary 17 2012.  Now I have to wait two more years before I can expand to teach Truck Lessons thanks to NYS requirement. Secondly, I was too naive and trusted many so called experts that convince me how to run my business only to find out they were wrong.  I wasted a lot of money trying ideas that did not work. 3.  In the real estate boom time I should have purchase commercial real estate to accommodate my growing business.  Now it’s impossible to get a loan.  I would have preferred to spend a bit more money to secure a property.

Thanks to Rajendra Hariprashad, Ena’s Driving School, in business for 8 years

28. Leverage People, Build a System

If I knew then what I know now I would have invested in two areas. One, I would have developed other people and brought them into the business sooner. No one is good at everything. Even Michael Jordon had a coach and team mates. One of my friends started a business five years ago and has 700 people working for him today. The more you can leverage other people and create a ladder for them to achieve what they want to then the more successful you will be. Find people you can trust and learn to work effectively with them. My business is much stronger today because I have a strong team.

Secondly, every business needs a system to build a pipeline that is consistent and measurable. I have depended too much in my business on my farming method which is delivering exceptional value to people I meet and eventually they and their friends become clients. I wish I would have understood how to build visibility for my business in my target market like I do today. I am beginning to develop a hybrid model that is both farming and hunting which I believe in the long run will deliver greater growth to my business. My approach that involves taking a prospect from visibility, credibility, and trust is proving to be highly effective. When people work with me they become more than clients they become friends because I am invested in their success. Everyday owning a business is a learning experience. I am very happy it is what I have chosen to pursue in my life.

Thanks to John Paul Engle, Knowledge Capital Consulting in business 10 years

29. Focus on Building Relationships with Customers

 When I first started out, like most new veterinarians, my prime concern was my patients and their care. What I failed to fully appreciate was that each patient had an owner (aka client) attached to it! Often I would not address the needs and concerns of the client as well as I was trying to practice medicine and over time, I likely lost clients who, if I had better built my relationship with them, would still be a client today.

Thanks to Dr. James Day, Glendale Animal Hospital, veterinary practice in business for 27 years

30. Establish Boundaries With Employees

I would certainly separate “church and state” and I would have been more of a leader than a friend. As an owner and an active President & CEO of a small business- I’m in constant contact with my employees. When hiring new employees, certain requirements and credentials are necessary including: experience, expertise, and industry knowledge. Additionally, I look for multiple interpersonal skills and qualifications. That said, I’ve managed to find and retain wonderful employees who work well and who work well with one another. Formulating good friendships with my employees is nice but maintaining and stepping up as more of a leader at times, has been challenging. Establishing boundaries early on with employees is key and I wish I had known the importance of this, when we started.

Thanks to Georgette Pascale, Pascale Communications, LLC. ahealthcare specific PR firm, in business 7 years

Related articles

• 31 of the Best “One Marketing Things” that Have Brought Customers to My Business (23kazoos.com)
• Small Business Marketing: New Marketing Strategies for 2012 (23kazoos.com)
• 5 Ways to Use Email Marketing to Build Buzz for Your Business (23kazoos.com)

Thought you would enjoy a couple of free free desktop wallpaper designs.

Just click on the image for full size and then save as wallpaper.  Happy February!!

Related articles

• January 2012 Wallpaper -Free Download (23kazoos.com)
• Desktop Wallpaper Calendar: February 2012 (smashingmagazine.com)

Arizona farmer shows wheatgrass at Gilbert Farmers Market

Last weekend I went to the Gilbert Farmers Market to buy some fresh fruits and vegetables from local farmers.  As I walked around visiting the different vendors, I couldn’t help but put on my marketing hat.  After all that’s what I do!  My biggest observation was that while all of the businesses were there to sell their products to as many people as possible, they were missing out on huge opportunities for continued sales.

Small businesses, especially mom and pop shops, have a special place in my heart, and my first thought was “somebody’s got to teach them how to market their small business!  Maybe I should!!”  My mind swirled with all the great ways small businesses can spread the word about what they do, bring in new customers, and secure repeat business.

I thought it through and pulled out some of my best ideas on what mom and pop shops could do better from a marketing perspective to broaden their reach and increase their sales.  All these ideas center on a single central marketing concept, email marketing.

This type of small business marketing is one of the most important tools small businesses have at their disposal. Why?  Because email marketing, unlike social media, is direct.  Once you have someone’s email, you have an opportunity to get in front of them on a regular basis and you have the ability to personalize and target the marketing messages you give them.

In order to use email marketing effectively, you need ways to gather email addresses of current and prospective customers.  Here are some of the best ways small businesses can gather email addresses.

1.      Give Something Away

Everyone loves to win free things and one of the best techniques for getting people to give you their email address is to have a free drawing for one of your products.

2.      Offer an Educational Opportunity

Do you have a special skill or is there something customers and prospects would love to learn that you can teach?  Hosting a free online webinar or in person seminar where people have to register, including their email, to attend, is another way to gather email addresses.  As an added bonus, this can boost your image as an expert in your field.

3.      Create a Preferred Customer List

Let customers sign-up on a piece of paper in your shop, stand, or stall to be preferred customers to get advance notice of sales and special discounts and promotions.

4.      Share Something Special

If you are known for your ability to grow amazing tomatoes, write an ebook about how to grow tomatoes and offer it for free to anyone who signs up.  You can even do this offline at a farm stand without electricity by having people sign-up and sending the ebook via email.

5.       Appreciate Your Customers

Remember, everyone likes to win and when you position it as a monthly customer appreciation drawing, you give customers the chance to win while letting them know you appreciate their business and gathering their email addresses.  It is a win for everyone.

The key to effective email marketing is getting the email addresses of your customer base.  With a good email list, you can send personal emails, a regular newsletter, and announcements about sales and promotions.   Marketing experts say you generally need to connect with someone seven times to make a sale, email marketing can make it easier to reach out and connect.

Related articles

• 5 Ways to Use Email Marketing to Build Buzz for Your Business (23kazoos.com)
• How to Tackle Your 5 Toughest Email Marketing Challenges (hubspot.com)
• 3 Simple Steps to Getting More Email Opt-Ins (autorepairmarketinginstitute.com)

Note:  Years ago I worked in law enforcement in the state of Oregon.  This letter is from a former colleague of mine who has seen first hand the Impact of the Internet on people’s success.  While this post is not about marketing, it is important to all of us.  -Wendy

By Bill Carroll, Retired Special Agent in Charge, Oregon Department of Justice Criminal Division, started the Internet Crimes Against Children (ICAC) Task Force in Oregon and former ICAC ask Force Commander.  For more information go to: Carroll Consulting LLC.

As a retired police officer after 35 years, I am still conducting backgrounds.  The evolution of resources has produced a remarkable product for this purpose.  What is it?  The INTERNET!  As a consumer, where do you go to find out more about a service, product or business, where do you go? The Internet.  When you want to find the best price, where do you go?  The Internet.

I spent many years working murder cases, backgrounds, thefts, robberies, gambling and drugs.  Countless hours were spent trying to locate prior witnesses and victims of the defendant’s past crimes.  Sifting through documents, report and newspapers took hours.

Now the whole world is at our fingertips.  Whether it is a marketing tool, you posting your information or your friends posting your information, everything appears in view of the world.

One area that should be of particular concern is the impact that the internet may have on your future and your career.  The internet is being used more and more to screen potential employees and to monitor employee’s activities outside the work place.

Almost all employers have been doing some sort of formal or informal background checking on potential employees. This means that prior to an applicant being called for an interview, chances are that someone has performed a “Google” search on the applicant on behalf of the employer, looking for Facebook, MySpace, Twitter and LinkedIn pages, as well as blogs and other accounts.  No law officially prohibits employers from searching social networking sites while conducting their own background checks of job applicants.

I’m not trying to pick on any social media; it is clearly a popular form of communication.  I see people who post ‘like’ links or “thumbs up” or “re-tweets” that are clearly racist, sexist, advocate drug use, etc…  Then there are the photos and videos that people post — or find themselves in — on Facebook and YouTube and other sharing sites like Flickr, Picasa, Yfrog and Photobucket.   A lot of times it is photos and videos that seem to get most people in trouble.  Think about it.  Have you been to a party or tailgater where people are taking photos and you have had a little too much to drink????

Sexually explicit photos and videos can be posted without your knowledge.  A case is point is a person that went to a bachelorette party.  A male stripper was the entertainment.  Photos of the person, in close proximity to the stripper, were later posted on the internet.  Those photos came to the attention of management and a legal nightmare ensued for this individual to keep their job.

Some people think that they have protected themselves by making things private, but that is not the case.  At any time, things you have posted, potentially in private, can be re-posted and open to the entire world.

Employers, scholarship committees, youth groups and schools have long used criminal background checks, motor vehicles and local records to determine suitability for funds or employment.  Now, some companies are requiring job candidates to also pass a social media background check.  How will you do?

Don’t worry if you haven’t heard of Pinterest yet, you will.  The newest social media site has become one of the fastest growing places for social networking.  In the last 6 months it has leapt into the top ten most visited even though it is still an invite-only site.  With a visually stunning scrollable display, Pinterest provides a creative and interesting opportunity for small businesses to connect with customers and build relationships based on mutual interest.  For any business with visual products or services, Pinterest may be the place to be in the social networking scene in 2012.

What is Pinterest?

Pinterest is like a virtual version of the corkboard in your office or kitchen.  Users have their own pinboard where they can post images and snippets of things that they find interesting, inspiring, or memorable by pinning them to their pinboard.  Users follow and comment on each other’s pinboards and can repin items they love to their own boards.  It’s social, fun, and visually stimulating in a way that other social media sites aren’t, which may be why so many people find it addicting.

How Businesses Can Use Pinterest for Marketing

On the surface, it may seem like a site that isn’t really suited for small businesses looking to market their products and services.  Users create their own pinboards which would seem to imply the only pinboard you can impact is your own.  How can you spread your message if you can only talk to yourself?  But the fact that Pinterest doesn’t immediately lend itself to people selling products is exactly why it offers such a great opportunity for small businesses.

The fact is, marketing via Pinterest is all about building relationships built on mutual interest.  Businesses that fill their pinboards with product advertisements and self promotions won’t get much traction (and may get their invitation to participate revoked, see rules below).  People love Pinterest because it lets you share the corkboard in your kitchen with the world.  You can share the picture from the magazine of your dream home office, the scribbled name of the book your best friend is raving about, and your business’s mantra or motto.

Think about it this way, if the bulletin board in your office is covered with your company’s marketing materials and advertisements, it isn’t likely to provide any inspiration to you, let alone anyone else.  This is the key to using Pinterest to interact with and inspire and be inspired by customers, prospects, and others.   If you are inspired to request an invite, here are my thoughts about using Pinterest to market your small business.

1. Make sure it’s right for you. 

Seventy percent of Pinterest users are females under the ages of 45.  If this is not your demographic, then Pinterest isn’t likely going to be a good fit for you.  There are, however, some specific types of businesses that I think may benefit from exposure via Pinterest.

• Clothing retailers that sell clothes for women, children, and babies
• Cosmetologists, makeup artists, fashion designers
• Personal shoppers
• Grocery stores, food stores, anything food-related
• Restaurants and Caterers
• Chefs
• Personal Trainers
• Fitness gurus
• Florists
• Photographers
• Chefs
• Toy Companies
• Stationary Stores
• Interior Decorators
• Home Improvement Stores
• Unique Gift Shops
• Handmade Items
• Graphic Designers
• Other businesses with a visual product or service

2. Follow the rules.

If you decide that Pinterest is a good fit for your business, make sure you follow the rules.

• Avoid self-promotion.
• Share things you love, not just the things you sell.
• Take this opportunity to share a different side of yourself or your business with current and potential customers.
• Use Pinterest to build relationships and rapport that can lead to sales in other arenas.

3. Share things that are visually appealing, new, and fun!

• Keep your target demographic of women under age 45 in mind all the time.
• Think outside the box when looking for great content to pin.
• Since the whole point of Pinterest is for members to discover new things, look for ways to share new and interesting things that will attract and inspire your ideal clients.
• Make “Share Something New” your Pinterest motto.

 4. Credit your sources. 

• A crucial part of the Pinterest environment is giving credit where credit is due.
• Crediting sources and linking back to the content creator helps preserve copyright while allowing people to share the things they love.
• Take the time to locate the original source in order to ensure credit is given appropriately.

5. Host a Pinterest contest.

Challenge followers to create the best board featuring ways to use your products or offer a prize for the most repins of a specific subject matter or for a topic relating to your business.  Be creative and make sure your contest appeals to the people you want to participate.

The most important thing to remember when looking to Pinterest as a way to market your business and build your brand is to use the visual atmosphere of the pinboards to your advantage.  Inspire customers and prospects to interact with you and with each other in new and interesting ways and you may bring in new customers without a single sales pitch.

Related articles:

• Why Pinterest is 2012′s hottest website (cnn.com)
• How to Use Pinterest to Market Your Business
• 5 Ways Brands Can Use Pinterest to Boost Consumer Engagement
• Top Brands on Pinterest (Mashable.com)
• My Interest in Pinterest (Forbes.com)
• Pinterest for Men (Improv Media.com)

Superstar Girl Scout Cookie Marketer Ava Manley with her cookies.

It’s Girl Scout cookie time and you don’t have to go out of your way to find a group of girls in green uniforms with a table full of colorful cookie boxes and sweet smiling faces asking if you want to buy a box or two or  three.  From the outside, these girls may look like most other non-profit groups that set up outside the local Walmart to sell their wares and raise some funds.  But when it comes to marketing and sales; these girls rock. Small business owners can learn a lot from those little girls in green.

I recently had the opportunity to interview Tiffany Manley (blogger, homeschooling mom, and one of my awesome 23 Kazoos marketing team members) about how Girl Scouts go about selling so many boxes of cookies.  Tiffany’s daughter Ava, who is 9 years old, sold 500 boxes of Girl Scout cookies last year which is pretty phenomenal.  This year, Ava has set her sights even higher and is working hard to achieve her goal of selling 750 boxes.  Ava, along with four other girls is part of Troop 763 from Chelsea, Alabama, have already pre-sold 1000 boxes of cookies for this season.    With pre-sales that high, it’s no doubt Ava and the other scouts will meet or exceed the sales goals they have set for themselves.

So what is the secret to their success?  I asked Tiffany for some insight to share with small business owners.   Tiffany explained that “They don’t want to fail; they work really hard to reach their goal.”  She added that she lets Ava run the cookie sale the way she wants to because “it’s her own little business.”    With the support of their parents and their eyes on the prize, the Troop comes up with their own ideas about how to market the cookies and increase their sales.  When I heard what Ava and her troop were doing to sell their cookies I thought, “These girls are brilliant!”   I immediately wanted to share their marketing practices with you.

Here’s how they do it.

1. They set a goal. (The number of boxes they want to sell.)
2. They have rewards. (Prizes for each level of sales)
3. They formulate a marketing plan to reach their goal.

To come up with their plan, Ava and her mom visited retail and grocery stores in their local community.  Ava noted what she liked and didn’t like about what the stores were doing and used the best of their ideas to create the Troop’s marketing plan.

Here’s their Girl Scout Cookie Marketing plan.

1.      Talk to everyone you know. 

When the order forms come out, the girls hit the streets to visit friends and neighbors and ask them to order a couple boxes of cookies.  Business owners can do this too by getting out of the office and talking to people wherever they go about their business.

2.      Go to where the most customers are.

The girls visit area businesses and ask the business owner and employees to buy cookies.  One of their marketing tips: Business owners buy more cookies.  I think it is an act of solidarity as small business sales teams have to stick together.  Business owners can benefit from this strategy by doing the same thing, going to networking events, attending chamber of commerce events, and putting themselves in the path of prospective customers at every opportunity.

3.      Build a customer list.

The girls keep their order forms from previous years so that when the new order forms arrive, they hit the phones and call all previous customers to ask them how many boxes they want to order.  Customers from previous years will refuse to buy cookies from other Girl Scouts because they have an existing relationship with the Girl Scout who calls them personally every year. This strategy helps secure repeat business but also frees up the Troop members’ time which allows them to market to new customers.  Most business owners know how important it is to build their customer and prospect lists; this example from the Girl Scouts just reinforces the importance of list building and highlights how much difference a personal touch can make.

4.      Boost sales by bundling.

The girls tie three boxes of cookies together, wrap them in a bow, and sell them as a unit.  Even without a reduction in price, this increases the total number of boxes they sell.  Business owners can use similar tactics to bundle products and services in complimentary packages and increase their sales.

5.      Tie marketing promotions to holidays.

To attract more business and differentiate themselves from other Scout Troops, the girls are offering a special Valentine’s Day bundle that includes a couple boxes of cookies wrapped in Valentine’s Day ribbon complete with a Valentine’s Day card.  There are opportunities for business owners to capitalize on this strategy all year long by tying promotions to the various holidays and using the promotions to generate business buzz and attract new customers.

6.      Support a charity.

The girls are also taking donations of money that is used to buy cookies to send to the troops overseas.  This is a win for everyone.  It creates good will for the Girl Scout Troop, offers people a creative way to support the troops, gives soldiers a little taste of home, and helps the Troop sell more cookies.  This is a perfect example of how business owners can do good deeds for their community in a way that also boosts their bottom-line.

7.      Be prepared for objections. 

One of the most common objections the girls hear is “I’m on a diet.”  Their standard reply is, “Well that’s okay, we are also collecting donations so we can send boxes of cookies to the troops overseas.”  This strategy has a 90% success rate at converting an objection to a sale, according to Tiffany.  The girls have learned that if they stick with it, and keep asking, most people will buy at least one box.  There are two great takeaways here for small business owners.  First, be ready to answer objections.  Second, perseverance pays off.

8.      Dare to be different. 

Like other Troops around the country, the girls set up booths in front of local businesses with lots of foot traffic to sell cookies.  The Troop took this sales tactic to the next level by creating “Girl Scout Cookie Billboards” out of strapping and empty boxes that they walk around in to funnel customers to the table.   This is the kind of “out of the box” thinking that can be sales gold for small businesses.

9.      Have a contest. 

The girls set up a drawing for a free box of cookies at their booth which helps pull people over to the table where the girls can talk to them and make the sale.  As part of the drawing, they collect email addresses and get permission to email people when their order is in or when cookies come out next year.  This is a great example of how business owners can use a low-cost contest to generate interest for their business and build their customer list for future promotions.

10.   Follow up after the sale. 

The girls don’t stop after the cookie orders have been delivered to customers.  They send handwritten notes to each customer thanking them for buying cookies and letting them know that they have extra boxes for sale in case they want to buy any more.  They sell lots of extra cookies this way.  And the handwritten thank you notes go a long way in cementing the relationships the girls have built with their customers.  This is another great example of how powerful personalized service can boost sales.  Small business owners can mimic this type of tactic to build customer relationships and attract future sales.

Girl Scout cookies may seem easy to sell because they support great programs, are sold by cute little girls in green uniforms, and they sell a product that most people love.  However, Ava and the girls from Troop 763 in Chelsea, Alabama, are proof that it’s having a marketing plan along, and paying attention to details,  can make the difference between an average cookie selling season and a Troop of cookie selling superstars.

Related articles

• Scouting for Girl Scout Cookies Just Got Easier (thedailymeal.com)
• Girl Scout Cookie Sales Go Mobile (KTAR.com)
• Girl Scout Cookies Sales: Confessions of a Failed Thin Mint-preneur (Huffington Post)

My Smart Phone has become my lifeline because of all of the awesome apps. Here are some of my favorites! Image via CrunchBase

If you are like me, your smartphone has become your window to the world, both for your personal life and for your business.  I have had both and Android phone and an iPhone and I have to say I liked them both!  In fact I have to admit I liked my Android phone a little more because of the built in GPS navigation.  In any case, once you have a smart phone, you won’t go back to the plain old regular phone every again because all of the apps available are so helpful, convenient, and fun!!

I use my smart phone all of the time and I’m always looking for new apps.  Here are 23 of my favorite apps of all time.  Will you take the time to share some of yours?

Square– This app lets customers square-up with you in a fast and easy fashion by processing any major credit card via swipe from your smartphone.  The company charges a flat fee for every transaction, deposits money directly to your bank account the next day, provides a free card reader, and works on your iPhone, iPad, or Android phone.

Evernote – This got-to-have app lets you record notes, snap pictures, clip webpages, collaborate with clients or co-workers, and keep it all organized, synchronized, and accessible from any device.  A must-have for business people on the go.  Available for all major platforms.

Mapquest– The MapQuest App is your free GPS, providing turn by turn directions on both the iPhone and Android platform.  There is now an option for businesses to get listed for free.

Where  This app from the makers of PayPal lets you and your customers find local businesses, get information about deals at local businesses, get recommendations on local businesses, and share your recommendations and favorites with your friends.

Hindenburg Field Recorder) This app puts the power of professional audio recording in your hands and lets you capture a client interview, podcast, or other voice recording with one touch of your finger.  Only available on iPhone and iPad.

Dragon Dictation – This app provides easy-to-use speech recognition technology that instantly types as you speak.  Great for business owners on the go who need to record a blog post while on the train or capture notes from a customer meeting while driving back to the office.  Available for iPhone, iPad, and iTouch.

Group Text! – Now you can create distribution lists and send text messages to select groups of people at the same time without having to enter each individual contact.  Available for the iPhone.

iTunes GarageBand) – This app, available on your iPhone or iPad, lets you create your own podcasts and makes it easy to add music and other elements to the recording.

Instagram  – This iPhone app allows you to take photos, edit them on your phone, and share them with your customers, clients, or social network no matter where you are.

Meeting Map  – This handy app lets you record the names and locations of people attending a meeting to help you remember who was there and where they were sitting.  Perfect for business owners who attend networking events or client meetings.  Available on the iPhone and iPad.

Minibooks by Freshbooks  – Put the power of Freshbooks in the palm of your hand with the Minibooks app for the iPhone and iPad.  You can track your time and invoice clients while you are out and about and on the road.

Scan Biz Cards – This app is great for business owners who network or interact with lots of new people.  Unlike other business card scanning apps, ScanBizCards offers additional functions like sending automatic intro emails and setting calendar reminders for following up.  Available on iPhone and Android platforms.

Things  – This app makes it easy to keep track of your to-do list while you are getting things done.  Available for the iPhone.

BasecampHQ, – Although this app isn’t a mobile app, it is accessible via the browser on your phone and makes the powerful project management tools of BaseCamp available wherever and whenever you need them.

Summit  – The simplified mobile access point for BaseCamp that makes it easy to manage all your to do lists, milestones, and projects from your iPhone.

Capsule  – Capsule is a CRM application that you can use to track customers, manage customer communications, and stay on top of everything that needs to be done.  Works on all three smartphone platforms.

Line2  – Turn your iPad into a mobile communication station with this app and never miss an important phone call again.  Great for mobile business owners.

Track My Mileage Easiest way to keep track of your business mileage. Love this app!

SoundHound Don’t know the artist or the name of a song that’s playing?  SoundHound does!

ShopSavvy Barcode Scanner  Scan barcodes or QR codes in an instant.
Kindle- The world of knowledge is at your fingertips.  Download and read books from Amazon.com.

Pulse News- Get caught up with what’s new with this app that makes fun and engaging.  –One of my favorites.

Google Currents- Similar to Pulse, but you can add content from your Google Reader.  Also one of my favorites.

Scramble With Friends – My new favorite game.  Want to challenge me?  I’m 23Kazoos. (PS. I also like Words with Friends!)

Related articles

• HOW TO: Block Google (And Everybody) From Tracking Which Sites You Visit On Your iPhone (AAPL, GOOG) (businessinsider.com)
• 50 Best iPhone Apps 2012 (Time.com)
• Top 100 Free Smartphone Apps of 2011 (PCWorld.com)
• 50 Best Free iPhone Apps for 2012 (PC World.com)
• Apple Launches App Store Hall of Fame
• The Top 10 Everything of 2011 (Time.com)

The Papa John's Keyhole Ad is just one example of Guerrilla Marketing

If you have ever seen a group of people suddenly start dancing in the mall, noticed a barrage of bumper stickers covering surfaces downtown, or been attracted to an unusual display in a shop window or on a street corner, you have experienced guerilla marketing.  This strategy, which is touted as a low-cost, high-impact alternative to standard campaigns, uses unconventional methods and unusual or creative approaches to create buzz for a product or service.   The goal of a guerrilla marketing campaign is to attract enough attention to go viral, thereby spreading the word like wildfire without any additional marketing expenditure.   Because guerrilla marketing is intended to reach a lot of people without spending a lot of money, it can look like a great fit for small business marketing strategies.

But there is a downside to going guerilla. Guerrilla marketing can easily backfire, leading to negative press for your company, fines, and the loss of both new business and existing clients.  Shifting your focus to attention getting stunts takes away from time spent building the customer relationships that make small business sustainable.   When you start using guerrilla tactics, you compromise the cohesion of your marketing strategy.   The end result for some small businesses is that going guerilla turns your sound marketing strategy into what I call “spaghetti marketing” where you are just throwing your marketing dollars (or spaghetti) at the wall just to see if they will stick.  Here are four reasons guerilla marketing can make spaghetti out of your marketing strategy.

1.       What Happens After the Blast

Guerrilla marketing tactics focus on getting the word out in a creative, in-your-face way.  But you also need a plan to reconcile that with your day to day marketing campaigns.  If you cannot successfully tie the two together in a meaningful way and continue the messaging of the guerilla campaign in a more traditional marketing format, you risk losing any momentum gained by going gorilla.

2.       Measuring Success

Spaghetti marketing strategies are hard to measure.  The variety of tactics can make it difficult to determine which ones are working and which ones are not.  If your sales go up, was it because of the traditional ad in the Sunday paper or the sticker bombing of two downtown streets over the weekend.  Some might think, sales are up, why do I need to know which tactic worked, but knowing what lead to the increase is critical to understanding where to focus future marketing money.

3.       Diluting the Message

One reason guerilla tactics can turn your marketing strategy into spaghetti is that it can dilute, mishandle, or otherwise mess with your message.  You might sacrifice sophistication to create a guerrilla campaign that is guaranteed to appeal to the younger generation in the hopes that they will take it viral.  But if they aren’t your demographic, it won’t matter how much of their attention you gain, especially if the message reaches your ideal customer base for which the sophistication your company offers was a serious selling point.

4.       Cost Effectiveness

Although a guerilla campaign can be inexpensive, spaghetti marketing is not.  As soon as you start marketing in multiple mediums with multiple messages, you run the risk of skyrocketing costs whose impact on customer acquisition is difficult to measure.

While guerilla marketing campaigns can be integrated into a comprehensive and cohesive marketing strategy, small business owners need to understand this and do the work required so that they ensure the success of the overall plan.  Otherwise, even the best guerilla campaign will only end up as more spaghetti stuck to the wall.

Related articles

• Does Guerrilla Marketing Still Work?
• What is Guerrilla Marketing?
• Top 10 Guerrilla Marketing Myths
• 200 Guerrilla Marketing Weapons
• 19 Best Ads I Have Ever Seen

If you ever heard me speak about the 7 Marketing Strategies That are Proven To Work, you know that I believe that the foundation of all of your marketing is your blog.  The question I get asked all the time is “Where do you come up with ideas to write about on your blog?” I came across this excellent infographic from Copyblogger.com that answers that question for you.   Happy Blogging!

Like this infographic? Get more content marketing tips from Copyblogger.

Leap Year is the perfect time to build buzz for your business.

Leap Year only comes once every four years and it’s a perfect opportunity to build buzz for your business.  Here are a few Leap Year marketing ideas for you to use, or use these ideas to help you think of your own.

1. A Sale So Special, It Only Happens Once Every Four Years!
2. Buy One Get One for 29 Cents!
3. Leap into Savings
4. 29 Reasons to Buy Now!
5. 29 Ways
6. 29 Bonus Offers
7. Extra Day, Extra Savings!
8. Leap Year Contest
9. Leap Year Drawings and Gift Certificates
10. Leap Year Birthday Party
11. Leap Year Bonus
12. Leap Year Prices
13. Leap Year Values
14. Leap Year Offer
15. Leap Year Crazy Deals
16. It Only Happens Once Every Four Years… One More Day to Shop!
17. Leap And Save!
18. Leap At The Chance To Save!
19. Leap Day Special!
20. Leap Into Big Savings!
21. Leap Year Day Only!
22. Leap Year Sale!
23. Leap Year Sales Event!
24. Leap Year Special Enclosed!
25. Leap Year Special Offer!
26. Leap Year Special!
27. Once Every Four Years!
28. Prices Won’t Be This Low Again For Another Four Years!
29. Take 29% Off
30. Take An Extra $29 Off!
31. Use Code “LeapYear” To Save!

Related articles

• Leap Year Marketing Tactics, PT 1
• Leap Year Marketig Tactics, PT 2
• The Leap Year Project

March in Arizona means Spring Training Baseball.  The weather is beautiful.  Come see us and enjoy!  Just click on the image to get to the full size version, and then “save as wallpaper.”

Related articles

• Desktop Wallpaper Calendar: January 2012 (smashingmagazine.com)
• Take Your Desktop to the Sky with These Cloud Wallpapers [Wallpaper Wednesday] (lifehacker.com)
• January 2012 Wallpaper -Free Download (23kazoos.com)

Coca Cola takes advantage of the new Facebook Pages for Business by showcasing images that reflect their brand.

Business owners take heed, Facebook is changing the game again, and this change involves you!  On March 1st, 2012, Facebook launched Timeline for business pages.  It’s important to know that all business pages will be converted to Timeline by default on March 30^th, 2012, if they haven’t been converted by the pages owners before then.

I’m excited about the new Timeline for businesses.  This visual format offers the opportunity to create a cohesive, content-rich story about your company that is easier for fans to view and engage with.  In fact, Mashable reported that the release of Timeline for individual pages resulted in a 37% increase in the amount of time people spent looking at another person’s profile page.  This can only be a good thing for your business.

So here’s what you need to do to get ready.

1. Choose a Timeline Cover Image.

A Timeline cover image is your chance to tell the world what your business is all about and I don’t mean what you are selling.    For example, Coca Cola’s Facebook Timeline Cover image shows happy, people having fun and enjoying Coke!  The image tells me that the brand is all about friends, good times, good memories and fun!

The Timeline cover image is 851 X 351 pixels and there are some very specific rules about what you can put on it, or more specifically, what you cannot put on it.

Your cover page cannot be an advertisement.  It cannot have a call to action such as “like” or “call now” or a special offer such as “buy one, get one free.”  It cannot have your phone number, URL or email or physical address . This information is supposed to be documented on your “About”  tab which is on the left hand side of your business page, just under your cover image.

So what should you put up as your cover photo? Any kind of image or collection of images that tells the story of your brand.   Here some more examples of some excellent Facebook cover images from Mari Smith, Starbucks,  Cool Fords , and even Facebook. Here’s  a tip:  Need a graphic designer to make a custom Timeline cover image for you?  Hire one on Fiverr.com or Elance.com.

2. Familiarize Yourself with How Posting Works.

The new Timeline gives page owners a couple of different options on how information is displayed on the page.  It can be “pinned” to the top of the page for 7 days (pin your info by clicking the pencil icon on the top right of your post; a yellow flag will appear at the top.).   Hint:  Use this feature to post a call to action.

Posts can also be highlighted  by clicking the star icon on the top right of the post which will make the post or image stretch across the full width of the page.  (Great for images).

3. Add Important  Dates to Your Timeline.

With timeline you’ll now be able to record and showcase important dates in the history of your business.  Think; grand opening, anniversaries, special events, any date that is important in your business should be documented on your timeline.  Don’t forget to add photos.

4. Clean up Your Timeline.

This is the time to take irrelevant posts off  your business page.  You can either hide them or delete them.  No more explanation is required.

5. Determine Which Applications You Want Fans to See First.

Gone are the navigation links (or tabs) on the left hand side of the page which was labeled “photos, events, wall, etc.”  Those are now positioned on the top right hand of your business page right underneath your cover photo.  Make sure that the first four are the ones that you want your fans to see first.   You can edit which tabs can be seen by clicking on the icon that has a number and an arrow next to it which is just to the right of the rightmost tab.

Change can be a good thing, and I think the new Timeline for business pages is going to be good.

Do you have your Facebook business page optimized for Timeline already?  Do you have a fabulous cover image?  Share it here!

Related articles

• The Complete Guide to Setting Up the New Facebook Page Design (hubspot.com)
• Facebook Brand Timelines-6 Big Changes Every Marketer Needs to Understand (mashable.com)
• Introducing New Facebook Pages: Updated Tools for Your Business, Brand, or Organization (Facebook.com)
• How to Use Facebook Pages- Overview Guide from Facebook.com
• 20 Creative Facebook Cover Photos

Tattoos might work for marketing Idaho potatoes, but they may not work for your business.

I spend a lot of time talking with small business owners about how they can get new customers and grow their business.  I love hearing about new and innovative ways that companies and business owners have used to market their brand, build some buzz, and get their company in front of the right prospects.  While I hear a lot of great ideas, I also hear some things that make me, as a marketing consultant, cringe.

Sometimes it is as important for business owners to understand what not to do as it is to know what they need to do.  It is also important to remember that not every tactic or strategy is right for every business.  What can turn out to be the worst marketing advice for one business may be marketing gold to another.  Having said that, there are some pieces of marking advice that qualify as the world’s worst for any business.

1. Focus on the Products 

Countless business owners have been advised to do things like “Build a better mousetrap,” or “Just make it and people will buy it.”  Michael Greaney, of Universal Values Media discovered that focusing on the product isn’t always the best advice. After spending all of their money on developing their product, they didn’t have any money left for getting the word out about it.

The fact is; even companies with the best products in the world, (such as Apple) use marketing and advertising to get the word out about their product.

2. Directory and Phone Book Listings

One of the biggest challenges all small businesses face is figuring out which channels are the right match for their business.  Spending valuable marketing money on ineffective channels is bad news for any business.  Ryan Schmudlach of Wisconsin Canoe Company said that he was advised to invest a significant portion of his startup funds in phone book listings because “That’s where people will find you.”  But Ryan went with his knowledge of where his customers hung out and invested in adwords instead.  He’s glad he did because his business has doubled in sales every year since.

Martha De la chaussee from Advocate Tax Group LLC has a different story.  She paid for expensive online directory  listings, participated in social media platforms, and invested in several different kinds of advertising mediums.  None of these channels provided her with the leads, prospects, clients, or cashflow expected.  Honing in on where her niche customers were and finding ways to reach them directly provided far better results with less effort and expense.

This is a great example of how things that work for one business can be ineffective for others and emphasizes the need to laser focus on your niche.

3. Give it Away for Free

Another thing I hear about all the time from small business owners is that “everyone” in their field said that if they did this one thing, they would have all the clients they could need.  Unfortunately, that is rarely true for any business and putting all your eggs in one basket can leave you with a lot of eggs but no cash flow.   Zenobia Garrison, of Success Transitions, took this advice when she was starting out in her coaching business.  She focused on building private clients by offering free sessions which was touted as the fastest way to positive cash flow and a full client list.  But without a specific focus on the right niche, she discovered that spent a lot of time helping people for free without gaining a single client.   Once she focused her marketing efforts on the right prospects and adopted marketing strategies that fit that niche she started to see results.

This is a great example of why it is important to understand who your target market is because even though offering free sessions is a good tactic, it doesn’t work for all prospects.

4. Social Media Marketing

Another area where bad advice can really take a bite out of a marketing tactic’s benefit is when it leads to using a great platform for the wrong thing or in the wrong way.  Ian Aronovich, the CEO of GovernmentAuctions.org made this mistake.  Based on the advice from others, the company initially used its social media presence for promotion purposes only.  Posting to their Facebook page meant plugging the business and linking to the website.  They found it difficult to build a following or expand their fan base because they weren’t doing anything to engage or encourage interaction with their fans.  Once they changed gears and started using contests, giveaways, and casual interactions with fans to give people a reason to “Like” them, they were able to build a valuable social media community.

This is a great example of how the right thing used the wrong way can be just as ineffective as doing the wrong thing or nothing at all.

5. Guerilla Marketing

While guerilla marketing can be effective in attracting attention to your business, it may not be the attention you desire.  Merrick Pickens from Oak Mortgage Group in Dallas, Texas was advised to “Pay some dude to tattoo your logo on his chest and go workout at the gym where he can recruit for you as a walking billboard. It might be expensive but if you pay him a commission he can get it removed later.”

6. Websites

Michael Esser, copywriter and author for hire was told “build it they will come.” What he discovered was that just because you have a website doesn’t mean people will find it.  It takes time to build content and gain top search engine rankings.  And while having a website is one tactic in your marketing strategy, it’s not the only thing you should do.

Lesson learned. Diversify your marketing.

Can you relate to these stories of the worst marketing advice received?  I know I can.  The lesson for me are don’t take advice from people who don’t know your business, your customers or your market.  Also, I suggest that before you invest heavily in any marketing strategy, test it out first to see if it works. 

 Have your own “worst marketing advice” story?  Share it here!  

Related articles

• Why Guerrilla Marketing is Spaghetti Marketing (23kazoos.com)
• What’s the World’s Worst Marketing Advice You’ve Received? (marketingprofs.com)
• Top 5 Facebook Marketing Mistakes Small Business Owners Make (Mashable.com)

Is the daily deal site on its last leg?

With the launch of Groupon in 2008 and its rapid rise to a projected $30B valuation, it seemed like daily deal sites were destined to be the next big thing that would change the way we did business forever.  Despite the industry’s ability to attract millions in venture capital and the creation of more than 500 daily deal sites across the country, it now looks like the daily deal was more of a fad than a game changer.

The Wall Street Journal reports that almost a third of the daily deal sites have now been sold or shuttered.  Many companies with the customer base and the clout to go up against the big players have decided to pass on any expansion into the daily deal market.  Groupon’s plan to go public last year included an estimated valuation that was 10 times what current estimates are and there are some who are questioning if the concept of daily deal sites is even sustainable.

Similar to the stories of hot companies like Google and Facebook, Groupon, came up with something new and different that caught on fast. For a while it looked like Groupon was slated to take its position on the leaderboard.   But so far it that hasn’t happened.  What went wrong and why should we care?

It comes down to three main things, increased competition, an unsustainable business model, and the end of the honeymoon between deal sites and seasoned customers.

The Market is Saturated with Daily Deal Sites.

Even with the sale and shuttering of a third of the daily deal sites, there are still more than 300 operating that essentially do the same thing.  Startup costs are relatively low and there aren’t significant barriers to entry which means virtually anyone could start up a daily deal site and take a bite, even if it is only a small one, from the ever-shrinking pie of market share.

The Business Model isn’t Built to Last.

With skyrocketing customer acquisition costs and the realization that there is no brand loyalty built between customers and their deal sites (It is all about the deal, not who is offering it), the current business model can’t be sustained.  Groupon’sSECfiling indicated that it is currently spending about 90% of its revenue on marketing.  While that is to be expected in the beginning, the constant churn of new competitors paired with the loss of customer interest and huge customer acquisition costs don’t indicate that this figure will decrease over time.

The Honeymoon is Over.

At first, the idea of the daily deal was more than enough to generate interest and push companies like Groupon into the stratosphere.  However, not everyone came out a winner.  Some businesses who ran daily deals reported major losses.  Consumers who purchased daily deals experienced major dissatisfaction as businesses were not always able, or willing, to deliver as promised.   Businesses were advised to upsell to minimize losses while consumers became jaded, realizing that if something is too good to be true it must have a catch and lost interest.

What comes next in the daily deal site niche remains to be seen, but here’s what we can learn from it.  When it comes to the latest marketing “thing,” don’t believe all of the hype.   Because when it comes to marketing a small business, it’s not the “one thing,” it’s everything.

Related articles

• How to Make Daily Deals Pay Off For Your Business (entrepreneur.com)
• Daily Deal Sites Push Premium Memberships (money.usnews.com)
• Daily Coupon Deals May Not Work For Buyer, Sellers (USA Today)
• Top 5 Secrets to Hyper Local Marketing (American Express Open)

Siri uses Yelp to suggest local businesses. Is your business listed on Yelp?

Business owners are always looking for that one marketing strategy that will explode their business.  But the truth is it’s not one marketing strategy, it’s many marketing strategies.  Some marketing strategies are more powerful than others regardless of what business you are in.  Here are nine of my favorites.

1.  Blog

If you’ve heard me say it once, you’ll hear me say it a hundred times.  Blogging is the foundation of all of your marketing activity.  Blogging is a great way to offer potential clients and customers a broader view of who you are and what you do.  It’s “the” place where you can begin to establish yourself as an expert in your industry.  So if you implement only one “new” marketing activity this year, I recommend you start a blog.

2.  Testimonials

Have you ever driven to a restaurant and seeing that there were no cars in the parking lot decided to go somewhere else to eat?  This illustrates the concept of social proof.  People want to know that they are making the right decision and they do that by seeing if others have made the same decision too.  Give people the proof they need to make their decision to do business with you through the use of testimonials.  The best way to get testimonials is to ask your raving fans to give them to you!  Use them on your blog, on your brochure, online or anywhere!  (Make sure you get permission to use them first!)

3.  Yelp

Love it or hate it, if you have a brick and mortar business that requires customers to go to your location to do business with you, Yelp is a must.  That’s because the popular iPhoneapplicationSiri, uses Yelp reviews to recommend businesses close to you.  Businesses with more positive testimonials have more appeal to users, so while you’re at it, make sure you have plenty of good reviews on Yelp.

4.  Stake Your Claim

Claim each and every listing for your business across all the different online business listing sites like Google Places, Yellow Pages.com, Manta, etc.  Many of these sites are populating their contents from info across the web anyway and you may be already listed.  Take the time to make sure your listing is correct and optimized meaning that you have taken advantage of every place possible in the listing to fill it up with information about your business.

5.  Give Thanks

One of the most important things that you can do as a business owner is to say thank you.  There are many opportunities to do this; when you get a positive review online, after a sale, or just because.  Set yourself apart from the crowd by taking a minute to make your customers feel important, appreciated, and special, and you’ll inspire loyalty and create a relationship that will drive future sales and referrals.

6.  Be Visible

“Visibility + Credibility= Profitability.” This quote from Ivan Misner, the Founder of Business Networking International (BNI) should be hanging on the wall of every business.  It’s not only about who you know, it’s about who knows you.  To sell more you’ve got to be known by everybody.  This is the concept behind advertising of course, because it’s simply foolish to think that if you “build it they will come.”  So work to establish visibility for your business by becoming well and favorably known everywhere.

7.  Get Social

Speaking of visibility, one of the best ways to gain visibility is to be social.  Join networking groups, professional development groups, and professional associations and get out there and get your face, your business and your brand known.    You can do this on social media including Facebook and Twitter too, but there’s nothing like meeting people face to face.  Go out and get connected.

8.  Be a Winner

Ever go to a movie just because it was starting an “Academy Award” winning actor?  The idea was that if the actor had won awards, therefore becoming known as one of the best, certainly the movie they were in would be a “best” movie too.  The same concept can be transferred to your business.  Apply for and win awards and establish yourself as “the best” in your industry or community.  There are hundreds of awards you can apply for including the “Best of” awards run by your local newspaper.

9.  Be the Best

In fact, if you’re going to win awards, you might as well make sure that whatever it is that you sell that yours is the best that anybody’s ever had.  Only then will you be able to guarantee that they will keep coming back for more.

Of course, there are many more big marketing ideas out there that will make a big difference in your business.  I would love to hear yours!!

Related articles

• Small Business Marketing: New Marketing Strategies for 2012 (23kazoos.com)
• What We Can Learn About Marketing from Girl Scout Cookie Selling Superstars (23kazoos.com)
• Stay Positive: Leverage Your Yelp Strategy (openforum.com)
• Why You MUST Write an E-book to Market Your Business (23kazoos.com)
• An Urgent Letter To Small Businesses Who Don’t Understand The Importance Of Yelp (businessinsider.com)
• Shout It From the Rooftops: Avoid Yelp (fool.com)

Build Buzz for Business by being a sports fan. Photo credit: paulhadsall, flickr.com

One of the biggest struggles many of the small business owners that I work with have today is figuring out how to take their marketing to the next level with a limited or non-existent budget and without taking up a bunch of their time.  For small companies without their own marketing department, much of the activity involved in marketing the business falls on the shoulders of the owner.  Often this person is also the primary doer in the business too, the one who actually performs the service or produces the products that they are trying to market.  This means that they need creative and inexpensive ways to market their business that give them a lot of bang for their buck.  Here are5 B’s that will help create buzz for just about any small business.

1.  Be a Sports Fan

Become the unofficial “your business here” of your hometown or local sports team.  Have a sports themed promotion, or create a sports themed product or packaging.  Give people bonus offers for wearing their favorite team’s colors, or logos..

2.  Be Charitable

Charities are always looking for donations and you can get some great publicity by picking one or two charities that will be your donation partner for the year.  Throughout the year, you can tie promotions into this donation partnership which increases the likelihood of media coverage and positive press.

3.  Be Award-Winning

If you have been hesitant to enter any local or national business award competitions because you feel like you are boasting about your business, you may be missing a great opportunity for marketing and PR.  Businesses that win awards get media coverage.  Awards also boost your image as an expert in your industry and a high quality business people can trust.

4.  Be a Teacher

Create opportunities for potential customers to improve themselves, improve their lives, or learn something new by hosting educational events targeted at your ideal customer.  If you are an accountant, hold a seminar on how to get everything together to do your taxes.  If you are a nutritionist, offer healthy cooking classes in conjunction with a local restaurant that serves healthy options.

5.  Be a Promotional Partner           

Partner with other business as a promotional partner where the agreement is you both promote each other to the other’s customers.  It works best if your products and services are complimentary to the other business’s, for example, if you own an auto detailing business, partner with an auto repair business and you can help each other tap into a whole new network of potential customers.

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Free April 2012 Desktop Wallpaper, just open in new window, right click and save.  Enjoy!

Mother's Day Marketing Idea: The Arizona Diamondbacks are giving away free earrings to the first 5,000 moms who attend the game at Chase Field on Mother's Day 2012.

Mother’s Day is Sunday, May 13th, 2012, and is a great opportunity for business owners to bring in new business with a targeted marketing effort.  For some businesses Mother’s Day can be a real “cash cow!” Here are five creative ideas for super successful Mother’s Day marketing campaigns from real small businesses just like yours.

1. Promote Mother’s Day Gift Ideas

One way to tailor your marketing to Mother’s Day is to create something special that is just for Mother’s Day or package your product in a way that makes it a great gift idea for Mom.  Amanda Koraska from Flat Creek Estate Winery & Vineyard told me about a great idea they had last year that helped them double their sales for Mother’s Day.  They often do custom wine labels for weddings and translated that idea in a way that allowed them to offer a once in a lifetime Mother’s Day gift.  As part of their annual Mother’s Day brunch, they hosted a family photo shoot at the vineyard and used the pictures to create custom wine labels that could be placed on a guest’s favorite bottle of wine.

Another great way to help people shop for Mom while also building buzz for your business is to create a Mother’s Day Shopping Guide like the Daily Venus Diva did last year.  Stephanie Penn-Danforth says that by dedicating a shopping guide to Mother’s Day gift ideas and promoting it with a press release; they were able to bring more customers to their online retail store.

Debra Cohen from the Homeowner Referral Network created a special package specifically for husbands to give their wives for Mother’s Day.  For any package purchased as a Mother’s Day gift, she offered an additional 3 hours of consultation for free increasing the value of the purchase.

2. Hold a Mother’s Day Contest

Sarah Plasky from Aquavation suggested that you hold a Mother’s Day Contest.  You could ask them to submit their favorite “Mom Memories” to be entered in a drawing and then feature their entries as a post on your blog.  Entrants will share their “featured post” on your website with everyone they know which drives people to your website and increases visibility.

Other Mother’s Day contest ideas include holding a Mother-Daughter look-alike contest, Mom of the Year, Win Something for Your Mom, Why My Mom Rocks, and Mother’s Day Makeovers.

3. Offer a Mother’s Day Freebie with Purchase

This is a popular Mother’s Day marketing idea.  Whatever you offer, make sure that it’s something that moms want (or people want to give to their moms).  You can offer a free dessert, free flower, free drink, free appetizer, free sample, free cash (think Kohls or Old Navy) and more.  The Arizona Diamondbacks has a Mother’s Day promotion every year.  This year they are giving away a free pair of Arizona Diamondbacks themed earrings to the first 5,000 moms in attendance.

4. Offer Mother’s Day Themed Items for Sale

Create a special “Mother’s Day” offering.  Flancer’s Restaurant in Gilbert, Arizona, has created a special Mother’s Day Brunch this year.  Having a Mother’s Day Special offer of any time can create excitement and sales for your business.

5. Create Content Featuring Moms

If you want to do something more subtle than hang big signs or banners touting your Mother’s Day sale, you can create content about mothers, for mothers, or celebrating mothers.  If you are a photographer, you could create a photo display featuring local mothers or offer free Mother/Daughter pictures on your Facebook page and then feature each picture in the days leading up to Mother’s Day.   Rachael Cook of The Yogipreneur generated several hundred leads for her business last year by creating a series of video Skype interviews with her favorite mama-preneurs – women who have built + run small businesses while raising young children.  The videos were featured on her blog and on her YouTube channel and were a big hit.

There are many more marketing ideas that you could do on Mother’s Day to build buzz for your business.  What are some of your ideas?

Related articles

• What We Can Learn About Marketing from Girl Scout Cookie Selling Superstars (23kazoos.com)
• World’s Worst Marketing Advice (23kazoos.com)
• Build a Better Burger and They Will Come-30 Ways to Make Your Business Stand Out (23kazoos.com)
• Mother’s Day Gift Guide April 13 to May 13 on MomReviews! (momreviews.net)

Every business owner needs to make the most of their marketing dollars and sometimes thinking outside the box can help you do much more with less.  Here are 10 great ways to market your business without busting your bank account provided by business owners across the country.   I love writing posts like this.  The advice that I get from other business owners is priceless.  I hope you get as much out of these tips as I do!  Enjoy!

Pig of the Month Club uses budget-friendly marketing ideas such as creating free shareable content and sending it out to bloggers so they can share with their audiences.

1.  Have a Giveaway

Tip #1- Do giveaways on Facebook, your blog, and/or other blogs that have a lot of traffic. Give away something small from your business about once a month and ask that to enter the contest, you must “like” your Facebook page. There are several free giveaway apps on Facebook that will even send the message to their followers and also run the contest by picking the winner for you. I’ve watched my fan page grown from about 200 likes to almost 3,000 likes in around 6 months just from giveaways, and I get many customers and a lot of feedback also from these giveaways.

Thanks to:  Megan Andrus from My Accessory Business

One budget friendly way to market your business is to sponsor a giveaway on a blog or Facebook. I have sponsored giveaways and regularly give things away on my Confessions of a Coupon 

Queen Facebook page. (I call it “Win It Wednesday.”) Here’s how it works. A small business will give me a gift certificate or some product to give away to my fans, usually in the $25 value range. I plug the company at least three times before the giveaway. I use Rafflecopter to administer the giveaway. It allows me to require my fans to like the sponsor’s Facebook page, subscribe to their Twitter feed, etc. I have sponsored giveaways for other blogs and Facebook pages which, in one instance, netted me over 500 new fans. People love free stuff! And $25 is pretty cheap advertising.

Thanks to: Christine Luken of Strong Tower, LLC

2.  Feature Your Customers

We are a company that designs and supplies custom embroidered patches for clients such as Boy Scouts, motorcycle clubs, fire departments, and more.  I sent out an email to all of our previous customers telling them that we want to hear their story and we want to feature them on our blog. I asked them to reply with a little background about their organization and how they use their patches. I even told them if they’d like, they could send some images of their patches in use. The response was overwhelming. It turns out our customers love us! I got so many responses of stories as well as high praise.

This fosters great customer relationships. If we took the time to write about someone and promote him or her on our website, whom do you think that person is going to return to when they need the same type of services again? There’s little question. Not only that, but we get free promotion too. Everyone loves to see his or her name in print, so they share and tweet the article and tell their friends about it. If any of their friends need this service, whom do you think they are now going to use? Also, when potential customers see it, it will convince them to use us, because they will see what a great relationship we have with our customers.

Thanks to: Marisa Brayman of Stadri Emblems

3.  Use Local Media Outlets to Spread the Word

If you need local traffic, contact your local media contact like newspapers or local TV stations to get your business written up by the business editor or featured on the TV and the story is usually assigned by the assignment desk.  This also works for state business publications or regional newspapers.

You can also submit info to talk radio stations.   Most local radio stations will trade radio commercials for gift certificates.  Some will do full trades, others half trade and half cash.  If you are a retailer, the trade can be product or certificates and the cash can come from your co-op advertising dollars that your vendors offer or just your cash.   Don’t have time to search for your co-op dollars?  Call your local radio station and ask for a sales rep.  They will do the search for you as they are members of RAB (Radio Advertising Bureau) for free but want you business.  You will need to give them all your vendor names in order to do the search.  Most co-op dollars that do radio also do TV print, etc.

Thanks to: Tina Janke Midtown Marketing Group Inc. 

4.  Partner with Other Local Businesses

I, like everyone else am trying all kinds of things to get the word out about my new product.  The latest thing I did was join a Gym. In particular the Gold’s Gym in Gastonia, NC. They have a program that helps promote small businesses by advertising for us if we offer a discount to their members. In addition I get a discount for myself and all my employees. Truly a round of winning.

Thanks to: Marni Peters of Idea Incubator Inc.

5.  Spend $5

I’d recommend Fiverr.com as a great way to market your business on a budget. Fiverr is a global marketplace where people can buy and sell goods for as little as $5 and currently lists more than 500,000 gigs. Businesses can use anything from SEO enhancement services to promotional video making – all for the price of a latte!

Thanks to: Allison Brady or Atomic PR

6.  Use YouTube

One of my favorite budget-friendly marketing ideas is employed by Expert Laser Services, an IT consultant and printer repair service that created a “Destroy Your Printer” YouTube contest. People submitted videos of themselves destroying their nonfunctional printers in creative ways: throwing printers out the window, hunting them down and shooting them in the woods, etc. The contest itself didn¹t attract the large number of entries that they expected…but ultimately created a buzz online that lead to more than 4,000 views and thousands of dollars in new sales.

Thanks to: David Langton of Langton Cherubino Group, Ltd.

7.  Give Customers Something that Creates Conversations

Randomly sending some of our best fundraisers a Go Get Funding T-shirt. That surprise and low-cost gift helps to build a great relationship. And as a bonus, they’ll have a story to tell anyone that asks a question about the shirt.

Thanks to:  Sandip Singh from Go Get Funding

8.  Use Creative Handouts

When speaking with local organizations to even national ones, I create a personalized bookmark and give them to everyone. The bookmark is double sided with one side holding the key point of the speech and the other size a place to write some sort of goals.

These have been very successful and only cost me the ink to print and the cardstock. In using a Microsoft word document, I secure 4 bookmarks per 8-1/2×11 sheet of cardstock.

Thanks to: Leanne Hoagland-Smith of Advanced Systems

9.  Get Noticed

If you’re a woman, seeking female customers, and you’re at a meeting, trade show, sale or elsewhere, get noticed by carrying a truly unique accessory like a red purse smothered in crystals, a standout scarf made from recycled sweaters, or very bold jewelry. This works amazingly well in attracting attention. It’s up to you to move the conversation from your accessory to your product or service.

Thanks to:  Lynn Colwell from Celebrate Green

10. Create Great Shareable Content

An easy and very cost effective marketing method we use at my company, Pig of the Month BBQ is to create 3-5 downloadable pdf files around free information (in our case, recipe guides, wine and beer pairings, and grilling tutorials) that are simple and created in Google docs and then shared from our website. We then contact the top 100 or so bloggers in a related field and ask them to share it with their readers as well. The bloggers get nicely done and interesting content to share and as people are reading though they see our logo, website, and a link or 2 thrown in so they can follow it back to learn more or see more recipes on our site.

This could be applied to several different business models as well and is dirt cheap. For example, a dentist might create an easy one page downloadable printout showing how long and the best way to brush kids’ teeth every day. It could be hung in bathrooms and then seen by prospective customers daily to create awareness.

Thanks to: Lea Richards of Pig of the Month

Related articles

• 4 Ways to Outdo Your Competitors (mashable.com)
• 5 “B’s” to Create Buzz for Your Business (23kazoos.com)
• 29 Shortcuts to Business Success; Learn from the Mistakes of Others (23kazoos.com)
• World’s Worst Marketing Advice (23kazoos.com)
• 5 Creative Mother’s Day Marketing Ideas for 2012 (23kazoos.com)

Can you believe four months has flown by so quickly?!  Here’s hoping that your May is one of the best yet.  Enjoy!