Up and Running Blog

Scott Campbell

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Jump In, the Water’s Fine

by Guest Author on February 2, 2010

Technology and its Effect on our Lives and Business

I remember reading a book when I was young which made an attempt to predict the future and how we would be living today. Most of the changes had to do with technology–specifically along the lines of a popular TV show from the 1960s, The Jetsons. I remember the large picture telephones in one of the illustrations that were predicted to be in everyone’s home. And of course there were the gadgets and vehicles that were going to make our lives more convenient and enjoyable. While some of the things were a little “off” (don’t know if we’ll ever live in sky apartments; is it really necessary?), for the most part the representations have become a reality. And I must tell you, most of the developments that I see are pretty wonderful.
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I think for most of us, technology is still a bit of a shady character that few want to fully embrace. Books, movies, and TV shows have mostly depicted technology and the future as a cold, soulless world. Some movies even depict the future as a world where technology “takes over” and enslaves the population in some manner. These dystopias do nothing to communicate all the good that technology provides. Technological advances in communication today allow us to connect with virtually anyone in the world instantaneously. For many of us, there is a negative knee-jerk reaction which comes with that. After all, who really wants to hear from that third-grade classmate? My belief is that the good far outweighs the bad.

In spite of our ambivalence, technology and improved communication trudges on. The Pew Research Center says that 74% of American adults now surf the Internet (do I really need to remind you of the ever-increasing Internet usage statistics?). People of all age groups, income ranges and education levels are shedding the fear of “Big Brother” and plugging in. And the prediction for the future–more of the same.

I had the opportunity to speak to a local engineering association. In the audience was an engineer who openly scoffed at the idea of using online sites to communicate and market his services. He knew of the massive number of people who had accepted the Internet as a way to get information quickly and to communicate; yet because of his skepticism, or fear, he has effectively rejected technology (If you can’t see the irony of an engineer rejecting technology, then I haven’t explained it right). But I don’t think he’s alone in his rejection. I think we all continue to hold technology at arm’s length.

Perhaps the best thing to do is to position technology in our lives as a partner rather than a rival–something that makes us more productive, while at the same time allows us to maintain a level of privacy. My guess is that social media sites will continue trying to give you a tremendous level of communication when you want it while shielding you from unwanted contact… in a sense keeping the good and shedding the bad. We’ll see. But in spite of the positioning, technology and improved communication march on, making inroads into every area of our lives. While I’d prefer that you welcome it and make it a partner in your life rather than have it forced upon you (see engineer…what are his options?), technology and improved communication will continue to become a bigger part of our lives.

I’m still amazed by the number of businesses that are “unplugged” today. Granted, I can understand the need for privacy on a personal level, but gaining clients has to do with visibility and promotion. Over time, it’s my estimation that businesses will simply have to plug in to compete. Having a website will be a starting point, along with a business license. Letting others know what you do in mass (social media, etc), will be a routine marketing activity. And the companies that will be the most successful are the ones who harness technology the most effectively.

How is your business, technology-wise? Are you online? Do you have a website? Maintain a blog? Use online advertising? Are you plugged in to the social media world? Have you integrated your offline marketing with online marketing? With all the numbers of people jumping online looking for products and services, is it time to set your business up so that they can find you easily? With the enhanced privacy features of a lot of online tools, is it time to jump on in? I think so…the water’s great!

ducttapemarketingbadgeScott Campbell is the President of Impact Marketing, a results-oriented marketing coaching/consulting firm. They focus on helping small business grow using repeatable marketing processes…using mainly online tactics such as website development, search engine optimization, and social media. Their website is located at www.impactyourcompany.com

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Creating Certainty in Uncertain Times

by Guest Author on January 6, 2010

Wow, this last year has been something else, huh? The fallout from Wall Street’s financial collapse, the mortgage crisis, the global economic downturn, high unemployment…I think I can safely say that this year has been “special”. And I doubt that few people have been untouched by these negative events.

The effect has been pretty severe for a lot of people…ranging from a sizable loss in net worth to desperate cash positions. While there are market niches and companies that have performed fine through all of this, most businesses and people have taken a serious hit.

I live and work within a subculture of abundance and optimism (marketing, business development, etc)…where we look past events such as these. And I believe that’s always the best way to operate. But at the same time, I think it’s helpful to recognize the difficult period we’ve faced in order to understand where we are in our businesses and where we want to take them.

Many Americans learned this year that some things are out of their control. We learned that in spite of our commitment, goals can be missed. We learned that in spite of our personal work experience and past performance, that we can still lose our jobs. And we learned that things that may have worked in the past might not work anymore. All of these events have served to create a general atmosphere of anxiety and uncertainty. My message in response is to recognize and forgive oneself of things beyond your control such as natural economic cycles and political dynamics.

Fortunately, most economists are saying that the worst is behind us. They say that 2010 and the next few years will show modest growth. I believe that. I also believe that what will vault us all back to abundance is a focus on the basics. I encourage you to let the politicians focus on the larger issues and direct yourself on the things to which you truly have control over…your own actions.

Outside of putting your business in a prudent financial position, here are some of the things I suggest for getting your business back on track (and taking a step  beyond)-

Activity- first and foremost is activity. I’ve seen my share of organizations that have seemingly gone into hibernation mode. They laid off workers, froze spending, and have been essentially putting things on hold until the economy “comes back”.

While it’s certainly smart to evaluate and prudently keep expenses in check, a wait and see posture will not help…particularly with all the changes going on beyond general economic conditions. So waiting just isn’t a good answer. Action breeds momentum, interest and engagement.

The nice thing here is that while things have slowed down, there continues to be new developments in marketing, particularly online tactics. And there’s no lack of things to do positioning yourself within this medium. It just takes a commitment to do so.

Start again with a plan- one of the biggest mistakes that businesses continue to make is acting without a plan. Sure, I just advised you to act…but you need to have a plan that leads that activity. And base the plan on the needs of your market…rather than your own.

We continue living in a changing world. This means that you need a new plan of attack from time to time. When’s the last time you’ve updated your business or marketing plan?

Be adaptable- you’ve heard this before…that the only thing that is ‘consistent’ today is ‘change’. It’s true. I think though that all this change is taking its effect on a lot of us. We’ve been inundated with so much change (particularly with technology) that we’ve gone into some sort of “future shock” state.

I think there’s a smart way to adapt to change…and it’s not on a daily basis. The key is to follow your plan and add change that serves it. I can assure you that you’ll observe change in the next 12 months. How are you going to respond?

Learn to love technology- I recently spoke to an engineering association recently where one of the audience members openly scoffed at the idea of using Google and LinkedIn…this from an engineer!!

Based upon the direction the world is going, I just don’t see another alternative than to love (or at least accept) technology. If that’s too much for you, then surround yourself with people who know it.

Find a process/system that works- it can be a complex world right now…made more complex by financial pressures. In order to make it less complex (more simple), I recommend that you find systems or processes you can follow to lead you where you want the business to go.

This is one of the chief reasons I’ve associated myself with Duct Tape Marketing. They offer direction and a process to follow to get where you want your business to go. Whether you use this system or another, I encourage you to find processes that work. Taking this a step further, find people that have similar interests (such as strategic partners) who can help you in your journey.

Following these actions will take you where to go in spite of what’s going on around you. Position yourself for a thriving year in 2010 and beyond!

ducttapemarketingbadgeScott Campbell is the President of Impact Marketing,  a results-oriented marketing coaching/consulting firm. They focus on helping small business grow using repeatable marketing processes…using mainly online tactics such as website development, search engine optimization, and social media. Their website is located at www.impactyourcompany.com

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A New Day is Dawning

by Guest Author on January 23, 2009

Palo Alto Software is proud to welcome Scott Campbell, one of the Duct Tape Marketing Coaches that will be posting over the next several months.
The recent words of the President had not only meaning for the typical citizen, but should have had a lot of meaning for the typical small business owner.  The truth is that we as business owners have let a lot of important things fall by the wayside over the years.  Not to say that a lot of hard work hasn’t been put in…it has.  But marketing is one function of a business that has typically been cast aside.

At the small business level, because few companies have departments dedicated to promotion, the function of marketing is truly a discipline.  While it’s generally considered critically important to the growth and health of a business, it’s an area that has been left low on the list of priorities in lieu of more pressing obligations.  During the good times, business tends to trickle in regardless of any proactive promotional processes in place.  But in the more challenging periods, the lack of any organized effort becomes a glaring problem.

But times have truly changed and it’s become clearer that important areas of the business like marketing cannot be left on the back burner anymore. They need time and attention.  A good example is the development of a basic marketing plan.  Studies show that few (less than 5% of small businesses) ever even create an organized marketing plan.  The overall effect is a sea of rudderless businesses bumping into each other.  The benefits of a marketing plan are many, yet business owners generally consider it a chore that can be set aside for a rainy day.  The mindset will have to change.

Discipline and responsibility on the owner’s part are just as important when developing ongoing marketing processes such as search engine optimization plans or direct mail campaigns.  These areas are just as critical now to a healthy business as are operations…and the great thing is that the costs of the marketing activities, particularly at the small business level, don’t have to be exorbitant.  The key to success is frequency.  But the bottom line, as we’ve all heard many times in the past, is that you don’t make widgets anymore…you market widgets.  Effort and focus needs to be placed on all the areas of the business…operations, accounting and marketing.

It’s through this balanced approach that you’ll see business health and growth return to our economy.

dtmcbadge_paddedScott Campbell is the President of Atlanta marketing firm Impact Marketing, a marketing coaching/consulting firm that focuses on the Building Sector.  Scott has helped numerous businesses break out of the traditional processes that don’t work very well anymore into approaches that are more effective and applicable today.  He is a sought-after speaker, writer and blogger on the core subject of direct marketing.

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