marketing

21 Reasons You’ll Fail at Marketing

by Carolyn Higgins on January 24, 2012

I don’t know what it is about Marketing, but everyone on earth seems to think they can do it. And yet I see so many people NOT doing it or wasting thousands of dollars and not getting results. I see business owners try the same things over and over, wasting more money, more time, and more energy. If I had 1/10^th of what business owners waste on stuff that doesn’t work, I’d be the most successful marketing consultant on the planet. And yet, so many business owners would rather go it alone and try and fail and try again and fail again rather than reach out and get professional help. I don’t get it.

I know there are those out there who will always try to do it themselves so, so in the spirit of not getting it, here are the top 21 reasons why most small business owners fail at marketing:

Guessing – Great marketing isn’t an accident. It takes research, educated decisions, testing, tracking and measuring. Guesswork will leave you customer-less and broke.
Doing what everyone else is doing- Every business is different and your marketing mix should be too. Following the crowd isn’t going to help you stand out from the competition!
Listening to sales people Marketing is a long term strategy, not a special advertisement, publication, or website; but every sales rep you come in contact with will try to convince you otherwise. Marketing is a process – a long term strategy, there is no magic pill and don’t let a slick sales person try to tell you otherwise.
Not asking questions –Question EVERYTHING about your business and ask everyone you come into contact with as many questions as possible to learn, grow, and constantly improve.
Doing nothing – It’s simple, if you don’t Market your business, you will fail.
Putting all your eggs in one basket – Marketing is like investing, the more diversified your strategy, the better off you will be. Don’t invest all your time and resources in one medium or on one marketing tool – mix it up.
Not tracking results – How the heck are you going to know what works and what doesn’t if you don’t track the results? If you’re not tracking you’re guessing, and we covered that in #1!
Assuming you have all the answers – Yes, I know: you know your business better than anyone. But do you know marketing? I mean do you REALLY know how and where to reach potential customers and convince them to buy from you?
Not talking to your customers – No one knows your value – or faults – better than the people who actually buy from you. Talk to your customers – often. It’ll provide valuable insight and ideas.
Ignoring your competition- If you don’t know how you’re different from your competition how are potential customers supposed to? Knowing your competition’s strengths and weaknesses will help you differentiate.
Not setting goals –Goals keep us on track; they give us direction. Without them you’re wandering aimlessly and most likely wasting a lot of time and money.
Not building an email list – I don’t understand how anyone can market a business in today’s world without an email list! Email is the easiest and most inexpensive way to stay in touch with customers and prospects. If you aren’t building a list you’re missing out on huge opportunities.
Not having an opt in form – Emailing current and past customers is a great start, but what about the people who visit your website, Facebook, Twitter, or LinkedIn pages and then go away never to be heard from again? Wouldn’t’ it be nice to engage the serious window shoppers in some way? An opt-in form is the way to do it!
Selling all the time. We’ve all met the slick schmoozy salesy types, right? And how long does it take you to high-tail it in the opposite direction? Don’t be one of those. An effective marketing strategy eliminates the need to sell all the time… really!
Assuming because you have a great product or service you don’t need a marketing strategy – Sure, some products and services might market themselves, but that’s rare. Real marketing success takes strategy, planning, and work.
Assuming that just because you have a good product or service you don’t need a referral system- Again, there are some products and services that people just love to talk about, but building a successful business solely on organic referrals and “buzz” is rare. Getting solid referrals, consistently takes planning and solid execution. .
Assuming anyone with a pulse is your client- Repeat after me: “NOT everyone is a potential client for me”. Now look in the mirror and repeat that every day! Find your niche – that segment of the population you are born to serve and you will uncover a gold mine!
Not building relationships – I can’t stress enough how important this is. Hiding behind your computer screen, desk, or counter isn’t going to get you the level of success you want. You have to get out there – mingle, be helpful, connect people, and build relationships with the right people!
Spending all your time networking in the wrong places –Not every networking group is right for you. Find the ones that will help you get where you want to go and avoid the ones that won’t.
Ignoring the internet – Facebook and Twitter may not be right for your business, but chances are your target market is going somewhere on line for information about your product or service. Your job is to find out where they’re going and be there!
Not hiring a professional- If you want to build an addition onto your home would you do it yourself or hire a professional? I mean, you know your home better than anyone, right? So why not do it yourself? Ridiculous, right? So then why would you try to “add on” – or grow – your business yourself? Hire a professional who has the right tools and knows the ins and outs of growing a business.

So what do you think? I’d love to hear your thoughts!
Want to share?? Please do! Leave your comments here.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Forget Resolutions: 7 Business Things You DON’T Have to Do in 2012

by Carolyn Higgins on January 3, 2012

Call me a rebel… or a Scrooge… or a Grinch if you must, but I am so happy all this holiday nonsense is finally over. And as I sit here trying to come up with a blog for the new year, the word “resolution” keeps popping into my head and I absolutely REFUSE to give you marketing or business resolutions for the new year. You’re under enough pressure, I’m not going to give you a long list of more things you already know you should do.

So… no resolution talk here, I promise. Instead, for the new year, let’s vow to not make a single resolution; no diets, exercise programs (ok, I’ll admit this one is self-serving – hoping to ward off the “New Year Resolutioners” who invade my gym for a few weeks this time every year), no vows to spend more time with the kids, or call our mother more often, no promising to read, write, or volunteer more or spend less… Forget all that!

Resolutions are all about telling ourselves we need to do things we didn’t do last year to better ourselves and then we end up feeling like losers once again when we don’t keep them. I say “No more pressure, we have enough!” So instead of giving you a bunch of Marketing Resolutions and telling you what you should do, I’m going give you a list of things you don’t have to do! There! How’s that for rebellion? Bet you’re thinking I’m not such a Scrooge after all are you?

So here is my list of 7 things you don’t have to do in 2012

You don’t have to do everything yourself anymore. That’s right. 2012 is the year you bite the bullet and hire help. Hire an accountant, a bookkeeper, a salesperson, an assistant, or whatever it is you need that will allow you more time to focus on the things you really want to focus on!
You don’t have to work with anybody and everybody with a checkbook. You have a successful business; you’ve made it this far because you provide a valuable product or service. You are too good to work with people who don’t value you and who try to nickel and dime you at every turn. So the next time you are tempted by someone you know is going to be a big ole pain in the butt, politely refer them to your competition, explaining that you feel they’d be a better fit.
You don’t have to be everything to everybody. Your business is special. You provide something unique to a select group of people that no one else can deliver in quite the same way. Your job is to find that niche. And when you find it you will become confident enough to say “no” when asked to do something outside of your scope, capabilities or comfort zone. You do what you do better than anyone else and you don’t need to pretend to be more than what you are. Stay true to your mission.
You don’t have to work every single night and weekend. I realized this sometime in the past couple of months, taking time off is key to my mental well being and sanity – and it makes me more productive. Really, you don’t have to work so many hours. All the work will get done (see #1 again), I promise!
You don’t have to follow the crowd. Just because all your friends are on Facebook, doesn’t mean it’s right for your business. Just because your competitors do things a certain way, doesn’t mean you have to. It’s your business – your baby, your dream. Do it however the hell you want! Dare to be bold. Dare to stand out. Dare to be unique!
You don’t have to make excuses for where you are in your life or your business. As human beings we all grew at different rates, the same is true of your business. Don’t compare yourself to others. If you know you are doing everything in your power and using every tool and resource available to you, there is no need to feel bad about where you are. We grow at different rates and as long as you are on track toward achieving your goals you are just fine.
You don’t have to take advice from anyone you don’t want to! Everybody has advice, have you noticed that? I was in the gym recently and a guy who I’ve never seen lift a single weight was telling me how I should be lifting weights. When advice is given consider the source: is it someone you respect? Is their business the type of business you’d like to emulate? If not, ignore them!

So, how does that feel? A whole list of things you DON’T have to do in 2012! What a relief, right? Running a business is hard work, don’t be too hard on yourself, have fun with it and have the best year ever!!!
Have something to add? I’d love to hear from you! Please click here to leave your comments.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Is Your Small Business Competing With SPAM?

by Carolyn Higgins on December 20, 2011

We’re all familiar with the “who-actually-falls-for-this-stuff” SPAM and we all know its complete bogus.

For example:

RE: I await to hear from you urgently

Please I am seeking for your help (sic)

From Google: Google winning notification

Or the ones that actually warn you they’re SPAM in the subject line, what is up with that? Is their honesty and up-frontedness supposed to catch me off guard and make me want to open it?

I think you get the point. Hilarious, right?!?

But what about the SPAM that isn’t so obvious? The emails from people we handed a business card to at a Chamber mixer (and did not give permission to be added to their list) or who friended us on Facebook or emailed us through the Contact page on our website? What about those SPAMMERS? They’re a little more insidious – but are you competing with them? I would hope not.

Here’s the thing. I get hundreds of SPAM emails a week some are of the hilarious type and some are from people who actually want my business and think that SPAMMING me is the way to get it. And what strikes me hilarious is that for each SPAM email I get, I probably know at least 5 businesses personally – or even virtually for that matter, that I would turn to if I were looking to hire that particular product or service. Why would I hire a complete stranger – and a SPAMMER at that?

So here’s my point: When I am working with small business owners to develop marketing systems for their businesses one of the key elements of that process is figuring how they are different so they can stand out in a crowd. One way you can be different is to NOT spam, another is to actually get out there – either off- or on- line and meet people. The more people who know you, the better your chances of being thought of when they are ready to buy what you have to offer. The whole goal here is to you’re your business known in your niche so that your target market never has to turn to a stranger!

Here are 4 things you can do so you don’t have to compete with SPAMMERS (or anyone else!):

Network – This is a great way to meet potential clients and expand our sphere of influence. Join a networking group or two – and whatever you do, make sure the networking group, association or organization is full of people who fit your target market profile – or at least can introduce you to them. If your target market is women between the ages of 25 and 35, Rotary is probably not the best networking group for you.
Engage in Social Media – I know thousands of people online. Some I’ve met face-to-face, some I haven’t yet, some I probably never will. But in today’s world, none of that matters. I have formed real professional relationships with people I may never meet face to face – and I’ve received and referred business to them! Social media is not about merely blasting ‘salesy’ stuff; it’s about educating, informing, and engaging an audience. This is a great way to stand out from the crowd and build some top of mind awareness for your brand.
Blog– Blogging is a great way to promote your brand and build a reputation and credibility. Writing relevant, informative posts/articles will help you stand out from your competition (and certainly SPAMMERS). And blogging isn’t just about writing a few words and posting it to your blog site; you must become diligent about repurposing your blog posts and submitting them to sites that our target market reads to expand your reach.
Be a giver - I was in sales and marketing for 17 years when I worked for other people and it wasn’t until I became a business owner that I realized the power of being a giver. I had always approached networking and relationship building with a “what’s in it for me” attitude. I now approach it with a “how can I help you attitude”. And the more people I meet the more I am able to refer and make introductions that can help other people. I enjoy this aspect of it much better than the old way! Being a giver instead of a taker, makes it that much more fun! When is the last time a SPAMMER gave you anything?

It boils down to this: our goal as business owners is to help our target market Know, Like, and Trust us so that when they are ready to buy, they buy from us (a John Jantsch, founder of Duct Tape Marketing saying). What are you doing each and every day to work toward that goal? If you don’t have an answer, your target market could be encouraging those SPAMMERS!

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Does Your Website Suck?

by Carolyn Higgins on December 19, 2011

Finally, small business owners everywhere realize they need an online presence if they are going to compete in today’s world. Small business owners who just a year ago adamantly argued that their customers aren’t using the web are now jumping on board and admitting – yes, indeed they are.

But slapping up a website just for the sake of having a website can defeat the purpose – and can even harm your image if it isn’t done right.

If you’re thinking about creating a website – or even if you already have one – follow these 6 rules to make it the effective and powerful marketing tool it should be:

The website is not about you. A prospect is not looking for information about you; they are searching for a solution to their unique problem or need. THAT should be the focus of your home page. Use words and phrases they would use to describe their pain and then outline the solution you have to solve it.
Have an offer. Get the most out of your website by using it as a lead generation tool. If someone spends time on your site, don’t just let them click away without engaging them further. Offer a newsletter, a free report, or even a free consultation. Do something to get them to act so you can find out who they are and market to them further.
Be unique. Beware of canned website services; you know - the ones that offer websites for CPAs or Chiropractors or Attorneys. They all the look the same, they all have the same content, and they make it really hard to differentiate you from your competition. Invest a little bit more in a site that allows you to stand apart from the crowd.
Your website is your online storefront. Your website is very often going to be the first impression people get of your small business. Make it visually appealing. Make it interesting, informative and engaging. Make it different – add some fun elements, or news stories or free tips that your target market would be interested in. Make sure it’s professional- and PLEASE check your grammar and spelling!
Use testimonials and case studies. Yes, your home page should be about the prospect and their problem – but once you’ve engaged them and gotten their attention, they will want proof that you can deliver as promised. Having a page of testimonials and case studies is a great way to demonstrate that you can deliver as promised.
Make it easy for a prospect to contact you. Have a contact page that is easy to find, with your email address, and/or phone number. Put your phone number on the home page (some experts recommend having it on every page of your website). Finding a way to contact you should not be a game of “Where’s Elmo?” If it takes more than a second or two – you risk losing them – and they could mean a lost sale.

So, that’s it, follow these 6 simple rules for building a small business website and you’ll never have to worry that your website sucks!

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Where to focus in 2012

by Cidnee Stephen on December 16, 2011

The common tone going into 2012 is cautious optimism. Economies remain very fragile and so lavish spending on your marketing would be a high risk activity. Instead, focus in 2012 on your high payoff activities and leverage the abundance of low cost, no cost marketing tools available to you. From a budget standpoint, try to secure a monthly amount that won’t increase debt (i.e. avoid ramping up credit lines or credit cards) and instead look at what you can realistically spend to acquire a new client. If this is less than what you have spent in the past, then you should really be reaching out to a strategist, like me, to help you figure out how to get a bigger bang for your buck.

Video – video marketing is becoming more and more mainstream. Use them for testimonials, to explain a concept on your site, for product tutorials, or even to share great content on your area of expertise. The good news is you don’t need to necessarily invest in high cost camera work or production. Instead you can use a good webcam or video on your phone and edit with low cost software yourself. You can house your videos for free on your own You Tube channel (also the second largest search engine after Google) and embed from there onto your site or blog.

Engagement - with the economy still being vicarious, solidifying relationships with your network, prospects and clients is key. It’s not enough to just have a Twitter account without posting, following and engaging others. Plan ways to get people to truly connect with you – ask questions, respond to comments, hold contests, and automate some of your communications to ensure you don’t drop the ball.

Leverage Mobile Technology – it’s interesting to look at your Google Analytics for your site and see how much traffic is coming these days from mobile devices. Converting your site to operate correctly on smartphones should be your next major web development. Consider creating useful apps and make sure you take advantage of QR codes to share information, not to mention for better tracking of your marketing initiatives.

Moving the Free Line – if giving something for free has become the norm in your industry, consider upping your game. Look at your products and services. Are there some low cost opportunities that you can now give away, something your competitor’s would actually charge for? Consider giving this away for free and offering an even better quality paid product or service. Crazy, I know, but effective!

Whatever you do, make sure, as usual, you focus on your sweet spot and you differentiate yourself from the competition. Strategy before tactics is like an ounce of prevention for a pound of cure!

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6 Marketing Secrets from Santa Claus

by Carolyn Higgins on December 12, 2011

Whether he meant to or not jolly old St. Nick created one of the most recognizable and beloved brands in the western world; one that children have adored and parents embraced for centuries. Santa Claus has endured wars, depressions, scrutiny (is he real or not??), imposters who tried to tarnish his image (ala The Grinch), and even opposition from certain religious groups.

So how the heck did he do it? How did Santa Claus build such a phenomenon, despite the obstacles and challenges the world threw at him? And what lessons can businesses owners learn from him for building our own brands?

I’ve identified some key things that Santa does to solidify his brand, create raving fans, build trust and grow his Christmas Empire! Here they are, along with the lessons we can learn from his success:

Marketing Lessons from Santa

1. Santa is painstakingly reliable. Most of us awoke every Christmas morning, year after year, to find a plate sprinkled with cookie crumbs, an empty milk glass, and a bounty of presents; all bearing witness to Santa’s late night visit. Despite snow storms and freezing temperatures, or dad losing his job, moving to a new house, or fighting with our brothers too much, Santa never let us down. Santa is the epitome of reliability.

Business Lesson: How reliable is your business? Are you letting customers down? Like expectant children on Christmas mornings, our customers have high expectations and it’s our job to deliver – or risk losing them. Make it a habit to ask customers if they’ve ever felt let down by your company, what areas you can improve upon, and what products or services they’d like you to offer. Being painstakingly reliable builds trust and people buy from companies they trust!

2. Santa surprises and delights us! Who doesn’t think of Santa and smile? Why is that? It’s because he always surprises and delights us! Whether it’s flashing a jovial smile and belting out a jolly “Ho Ho Ho”, delivering that Barbie doll we’d been obsessing over for months, or making a surprise appearance with a bag full of goodies at a holiday party, happiness and smiles follow Santa wherever he goes.

Business Lesson: Can you say the same about your brand? Does your business leave a lasting smile and happy thoughts? Do you surprise and delight? If not, study your competition and your industry, talk to people, and find out where others let customers down. Then do something that no one else in your industry does. Find that “something extra” to add to your product or service mix. Customers love the unexpected, so what can you do to leave a lasting impression?

3. Santa encourages us to write. Everyone knows Santa loves getting our letters – and even reads every single one of them! And what does he ask of us? Nothing but a list all the presents we want him to deliver on Christmas morning!

Business Lesson: Imagine if our customers felt comfortable enough to send us a list of their wants, needs, and desires. Don’t you think that would help us understand and serve them better? What can you do to encourage your customers to stay in touch with you? Since we don’t have our own North Pole address, I’d recommend things like suggestion boxes (on, or offline!), surveys, and, service follow up calls.

4. Santa rewards good behavior. ”Have you been naughty or nice?” Your answer could mean the difference between that diamond necklace you’ve been eyeing or a big ole lump of coal!

Business Lesson: Businesses can build their brands by rewarding “good” behavior too! Did a customer buy more than usual? Reward them with a discount or an extra freebie. Did a customer refer you or leave a raving Yelp review? Send a special present or gift certificate to say “thank you.” Rewarding good behavior not only shows the customer your appreciation, it encourages them to do it again!

5. Santa has elves and 8 reindeer- Santa wouldn’t be Santa without his team. Do you think he’d be able to read all of our letters, be painstakingly reliable, or jolly and delightful if he didn’t have a team to help him with all his Christmas responsibilities? Of course not, so then why do you expect to be able to take care of all of your business responsibilities by yourself?

Business Lesson: If you don’t have the time to provide the level of service you want, surprise and delight customers – or market and build your business then it’s time to get your own team of elves and reindeer! No one ever built an empire alone…not even Santa. Want to be insanely popular like Santa? Then it may be time to hire some help!

6. Santa is one-of-a-kind! Santa has an image like no one else: long gray beard, velvety red suit, and shiny black boots. Santa has a catch phrase, “Ho, Ho, Ho”. Santa knows his target market are children. Santa also knows these three things set him apart from the Easter Bunny, the Tooth Fairy, and moms and dad - and he used that to build the Santa brand to be the unmistakable symbol it is today!

Business Lesson: Take a look at your business, what can you do to make your business stand out from the crowd? Do you have a unique image? A symbolic uniform? A bright red sleigh pulled by 8 tiny reindeer (Ok, a fleet of bright red trucks will do!)? A quirky catch phrase? Find your uniqueness and do something big to stand apart from the competition!

Summary:

The bottom line is this: Santa “gets” marketing – he built one of the most recognizable brands that ever existed by doing these 6 things. Sure, we may never be as popular as Santa but by following his example, we can certainly create our own little world of magic! Happy holidays! Ho, Ho, Ho!!!

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Are You Networking Wrong?

by Carolyn Higgins on December 1, 2011

We all know that word of mouth is the best marketing tool there is. Why? Because when someone tells a friend, family member, neighbor, or colleague how good you are, you’ve already overcome the biggest hurdle to making a sale – trust.

Networking is a great tool for building a referral network and increasing word of mouth business because it allows people to see you, hear you and watch you over time and that builds trust.

There are a ton of networking opportunities out there for business owners. Including Chamber of Commerce events, Business Networking International (BNI), LeTip, Successful Thinkers, and dozens of others. Then there are the professional and social groups and associations, Rotary, Kiwanis, Soroptomist, etc. If your goal is to meet people who will help your business grow, then not all groups are created equal and like any marketing tool, it is important to have a strategy and to choose wisely.

Here are 4 things to consider before joining any networking group or association:

What is your goal – As a business owner I’ll admit my #1 goal is to meet people who can help me make my business a success. Whether they are are potential clients, people who have access to and can introduce me to potential clients, or successful business owners I can learn from. Every group I’m involved in – whether it’s networking, charity, Chambers, or a committee, I join with that goal in mind. Some of you might think this sounds selfish and self serving, but it isn’t. I was doing volunteer and charity work long before I became a business owner. The only difference is now instead of stuffing envelopes or volunteering at bake sales I’m on committees and boards of directors – places where I can meet the people who can help my business while I’m giving back to the community. All I’m saying is that as business owners we need to be mindful of where we invest our time.
Who attends the group – This is huge. I am asked to attend networking events all the time, but my target market are 7 figure businesses – and if a networking groups consists mostly of start-ups and home based businesses, that isn’t’ the best use of my time and resources. Who is your target market? When considering a group or event ask yourself, is it going to help you get exposure to that target market? If not, you should probably pass.
What is the cost of membership – I want to wipe out a common misconception and make one thing very clear here: NO NETWORKING GROUP IS FREE. Sure, maybe there are no membership dues but time is money and for most of us, our most precious commodity. So when considering the cost of membership I want you do this exercise:

a). Multiply your hourly rate or wage x (the number of hours at the meeting + the number of hours spent on follow up coffees, lunches, phone calls + travel time)

b). Add the cost of coffee, lunches, dinners, drinks, mileage, bridge tolls,

c). Add up any dues or fees paid

d). Now add the totals of a, b and c together – this is the total cost of membership.

e). Now I want you to divide the total cost of membership by your average sale amount to figure out how many clients you’d need to make this investment worthwhile. Think about the networking you’ve been doing, is it paying off? I bet you’re going to be surprised

4. Analyze the clients you’re getting: Ok, so speaking of your average sale amount – take a look at the clients you are getting from networking; calculate the average sale amount AND the profit margins, do they match up to average? Technically, both numbers should be higher than average if you’re networking in the right places, because they come to you pre-qualified and ready to buy because that trust hurdle has been overcome. If they aren’t you may be networking in the wrong places.

Remember no marketing tactic is going to give you the results you need if you don’t put some strategy behind it. Plan. Analyze. Think. Take a look at these 4 tips the next time you are thinking about going to another networking event or volunteering for another committee! Remember, time is money!

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SIFTING THROUGH THE MARKETING CHAOS

by Cidnee Stephen on November 29, 2011

I was having lunch with a peer the other day and we were talking about how incredibly different today’s marketing tactics are from even 5 years ago. Quite frankly all these new shiny objects seem to be overwhelming small businesses instead of helping them grow their client base. This isn’t because they are in ineffective, but because there are so many, and business owners are unclear as to what the heck they are supposed to be doing with them. Here’s what I hear a lot lately. Do any of these sound familiar to you?

Do I need a Google+ Business page now? I don’t even know what Google+ is.

I’m on Facebook and posting regularly but not seeing any results.

I hate my website! Should changing it be my main focus?

I am 10 pages away from the first page of Google – I need to fix this now!

Direct Mail is dead.

I will NEVER Twitter.

I’m on LinkedIn but I really don’t want to connect with ½ those people approaching me!

I’ve tried EVERYTHING and NOTHING works!

It’s sad. There have never been more affordable and effective marketing tools at the fingertips of small businesses, and yet here we are – overworked, overwhelmed and feeling completely FRUSTRATED!

You know I’m going to tell you to start with strategy. Strategy always pays off. You know I’m going to also tell you to get your branding and content strong and consistent so you are effective in converting leads. ONCE you have done this and are READY for TACTICS then…..

Take a deep breath, relax and regroup. There is a great analogy you may have heard. “How do you eat an elephant (or for you vegetarians, think an entire vegetable patch)?” The Answer – “One Bite At A Time.” It’s time to stop trying to eat the elephant for tonight’s dinner and determine what bite you want to take first.

In other words you want to avoid being the Jack of all Marketing tactics, the master of none. You don’t need to master them all to be successful. Pick 1 – 3 you want to master this year – that’s it!

So where do you start?

Start with one(s) that you enjoy

and

one(s) that provides you a big bang for your buck (and your time)

You might be thinking okay I know what I enjoy, but how the HECK do I know if it’s going to pay off?

Ask yourself this:

Do I feel I have control over the results (in other words, where I do it, how much I do, when I do it, etc.)?

Can I afford to do it consistently both in time & money – day or week in & day or week out?

Do I know other business owners similar to me who have had results doing this activity that I can glean advice from or pay to help me?

If you can answer yes to these 3 questions…you are on the right track to finding a high pay off activity. Start there, stick with it and let the other shiny objects sit in your toy box for now!

Feel free to use this article as long as you include the following:

by Cidnee Stephen of Strategies for Success www.strategiesforsuccess.ca

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Saying Thank You – The Cornerstone of Your Marketing Campaign

by Guest Author on November 21, 2011

Any good salesperson knows how to turn on the charm when they’re first approaching a potential new client. But it’s easy to butter someone up. What’s difficult is keeping them coming back for more, and beyond that, inspiring them to refer their friends and business partners to you.

We’re all hard-wired to say ‘thank you’ when someone gives us something or does something for us. After “hello,” it’s the first phrase we learn when we travel to a foreign language-speaking country. But do we really mean it every time we utter a “thank you,” ”‘gracias,” or”merci?”

Whether you’re courting a new client or working within a long-term contract, gratitude works wonders for keeping business channels flowing. And when clients, customers, and employees are happy, business is usually growing. Just remember these important points when expressing your appreciation.

Be Genuine. Saying “thank you”can be very simple, as long as it’s honest. When you send an invoice to a client, add a personal note with a message of thanks. After a meeting, shoot out an email to say you appreciate their time and enjoyed the conversation. When it’s appropriate, send a handwritten thank you note. Make that easy on yourself by keeping stamps and stationary handy, and it’ll only take a minute or two to send a personal message that won’t go unnoticed.
Give Kudos Online If your company has a Facebook page, it’s easy to say thank you by doing your business partners a simple favor. Let’s say you’re a wedding planner, and you just met with a florist who may be a possible long-term partner. It doesn’t take any time to put up a quick post saying, ‘Just met with Susie from the Main Street Florist. Their spring arrangements are amazing!’ You may not have confirmed the deal at the meeting, but after Susie sees you pay her a public compliment, she’s bound to like you all the more.Of course, once you do establish a working relationship, make sure to link to Main Street Florist on your website. A ‘Links’ page of friends and business partners publicly expresses your trust in them and says thank you for their role in your company.
Keep Them Happy Remember when all banks gave out lollipops? Mine still does, and although I rarely grab one, I appreciate the gesture. It puts me in a good mood when I approach the teller, and even though it’s a small thing, it makes the bank feel local, like a part of the community.The same kind of thing happened last week at a craft market. My wife was looking at one artisan’s beaded necklaces, when I noticed a plate of chocolates there on the table. I had been anxious to move on, but now I stepped closer to the table. With me willing to stand there a minute longer and give feedback, my wife ended up buying a necklace she might have walked away from.
Of course, there’s more to marketing than free candy, but every little thing helps. Any time you give away something (and chocolates and lollipops don’t cost much), it opens a door in people’s minds. They relax and stay a moment longer — the moment that might make all the difference between a potential customer and a sale.
Stay in Touch, But Don’t Pester. A monthly email or print newsletter is a great way to stay in touch with customers and clients, but it’s ground that should be walked softly upon. The last thing you want to do is annoy people and have them grow accustomed to deleting your emails.A first tip is to grow your email list from scratch, with people who have provided you their address – then you’re guaranteed to be hitting your key audience. Secondly, offer these faithful customers a coupon or discount. For the record, 10 percent off is hardly appealing in this era of half-off daily deals. Pick one item to steeply discount, or give 25 percent off any item in your store, menu, or services. You’ll soon have email recipients chomping at the bit for your next message to arrive.

It’s impossible to put a monetary figure on a thank you. When it comes to building lasting business relationships, showing gratitude is invaluable. However you do the math, saying thank you is always good for your bottom line.

Christopher Wallace, Vice President of Sales and Marketing for Amsterdam Printing, has more than 20 years experience in sales and marketing. At Amsterdam, a leading provider of personalized promotional items such as imprinted apparel and customized calendars, Christopher is focused on providing quality marketing materials to small, mid-size and large businesses.

image by flickr user Steve Snodgrass

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Three Inexpensive Ways to Create Buzz for Your Business

by Guest Author on November 3, 2011

Wherever you are in the world, you’d have to have been hiding pretty well to escape all the news of economic gloom and doom. Markets are taking a rollercoaster ride as people speculate what will happen in both Europe and America, while the growth in the Far East that was supposed to be helping has so far not materialized.

This could not have been timed much worse if you are running a small business, with the peak time for many companies, Christmas, fast approaching. Many are scratching their heads, wondering whether to invest in marketing and promotions or hold on to their cash and brace themselves for what might happen in the future.

So what promotional activities can you undertake in the lead up to the holiday season whilst keeping an eye on the dark clouds that are gathering on the horizon? The key is value for the money, so let’s take a look at where your efforts should lie.

PR
Newspaper and magazine advertising has been perceived as a dying art for some time, but newspaper and media exposure can still be an important way of getting your name known. There is one problem with this however — cost.

Using a simple bit of PR and getting it seen by the right people can be one way in which to appear in publications without paying the high costs demanded by their advertising departments. Use a bit of imagination and come up with something newsworthy that your company can be involved in. For example, do something for charity or to help the local community to get some local press coverage.

Another tactic is to distribute questionnaires and quizzes to your customers to find lots of interesting ideas on which to base your press release. UK company called Engraved Gift Ideas did this, found out that This one questionnaire led to a press release that captured valuable national press coverage in newspapers and on radio. Best of all, it cost next to nothing!

Online
The days of ignoring online marketing are well and truly gone, and many businesses could not survive without the money brought in by traffic to their website. Using Pay Per Click (PPC) advertising can be quite expensive, but it shouldn’t cost you the earth to do some basic optimization on your site so that you appear higher in Google’s organic rankings.

Don’t be intimidated by the technical side of thing. If you’re running your site by yourself, now might be the time to invest in a little training to help you make the most of your online presence. Then, with a few little tweaks, you could make a big difference to your online visibility. Take the time to research Search Engine Optimisation (SEO) and see how you can drive new traffic to your site.

Promotional Gifts
Building and maintaining relationships with clients is an important part of running a business and with the festive season coming up, now is a good time to look at sending promotional gifts.

The days of giving holiday gifts to everyone in your database are long gone, but using promotional gifts to maintain relationships with your best clients can be an effective way of keeping their custom.

The headlines might make for gloomy reading but a little investment in the right places now could help you ride out the rough times that are to come. With the holiday season on the horizon, the opportunity is there to insulate yourself against the worst of the downturn. While it may seem a little scary to invest money now, the quality of how you spend on promotion ,rather than the quantity, will help to put you in the best possible position should the worst case scenarios come true.

Author Bio:
Alan Grainger is an in-house B2B web marketer in the promotional gifts sector and manages SEO for The Promotional Gifts Company. He writes articles exploring the issues faced by the B2B web marketer, giving an “in the trenches” view from an in-house SEO department. Follow him @alanjgrainger.

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