Meatball Sundae
February 27, 2008
“Meatball Sunday” stirred up most of my beliefs about successful marketing. I enjoyed Seth Godin’s book and I wonder if I ever tried to fix Meatball Sundaes for my small business customers. Maybe we as marketers try to cover up Old Marketing with whipped cream and put a cherry on top?
New Marketing leverages scarce attention and creates interactions among communities with similar interests. In other words: if you want your product to be successful, you need to build a community around it. In addition, every product or service becomes a form of media through storytelling and interaction. Dreamers, be aware – the triumph of big ideas will continue. Forget the command-and control approach to the creation and spread of ideas.
The important part of New Marketing – permission marketing is not up to the person sending marketing messages. Permission does not exist to help the marketer. The moment the marketing message ceases to be anticipated, personal, and relevant – doors close in front of the marketer. Permission exists to help the consumer, and can’t be sold or bought. In a market where everyone is a critic, there is a constant need to create products and services that appeal to and satisfy critics.
“Meatball Sundae” focuses on 14 trends no marketer can afford to ignore. It explains what to do about the increasing power of stories and shortened attention spans.
———Gotta get me some of that New Marketing. Give me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords…I don’t care as long as it’s shiny and new.
Disposable Blog Post
February 22, 2008
We live in a society where our disposable income supports our addiction for disposable cameras and diapers. We bake using disposable dishes, drink out of disposable cups and put on disposable underwear and socks when travelling. We can see this world through disposable lenses if we choose to. We create disposable relationships leading to disposable careers and watch TV after work in our disposable slippers.
I just discovered that we can even have disposable email addresses which expire after 15 Minutes. Check out Guerilla Mail. You can read and reply to e-mails that are sent to the temporary e-mail address within the given time frame. Yahoo offers another option you may find helpful.
Well, I have used all my disposable time for today.
John Jantsch: Strategy Before Tactics
February 21, 2008
Free Google Marketing Tools for Small Business
February 20, 2008
Let’s face it. Google has become part of our daily routine. We can decide how much of it we will let into our lives, but why not take advantage of free tools that have been created by this innovative company? Small businesses can definitely utilize some of the web-based marketing tools that Google offers.
Blogger
It takes just 10 minutes to set up a blog on blogger.com. It is time well spent as a company blog can become a powerful marketing tool for any small business. It can also be used as a platform for cross-promoting your products and services with other companies. Google keeps adding new features as well – embedding a YouTube video to your blog is a breeze now.
Google Analytics
You don’t need to keep guessing how visitors arrive at your website, how much time they spend on it, and whether they ever come back. Add Google Analytics to your website code to keep an eye on your web traffic. Discover whether the majority of your web traffic comes from search engines or referring sites. Find out what search keywords are being used to get to your site.
Google Alerts
Would you like to keep an eye on your competitors or specific small business topics you would like to write about? Set up Google Alerts, indicate which topic, person or company you would like to be alerted about and how often. Alerts will come straight to your Inbox.
Google Groups
Can’t get enough of social networking? Google Groups enable users to start their own email discussion groups as well as message boards. Browse archives of Usenet groups and gain new knowledge or find a group that matches your interests.
Google Maps
To help your customers and prospects find you, create a profile for your small business on Google Maps. Your business listing requires verification, therefore it will take a couple of weeks for your listing to appear. You can embed a Google Map with your company location to your website or blog.
Google Calendar
Keep your marketing projects on track with Google Calendar or create a marketing calendar for your business. You can publish your Google Calendar on your website or share it with your associates, family and customers. Planning events? Keep track of RSVPs with the easy web-based interface.
Google Talk
Provide information about your products and services immediately by utilizing Google Talk, a Google approach to instant communications. Just cut and paste a block of code into your own webpage or blog to embed the Google Talk gadget. You can chat with all of your Google Talk and Gmail contacts in real time.
Google AdWords
Start your own online marketing campaign by signing up for Google AdWords. You will need $5.00 to get started, but the use of the Google keyword tool is free and it can give you valuable insights into the minds of customers who are looking for products or services that you offer. The keyword tool enables you to find the right keywords and estimate the cost of your campaigns displaying text ads that you create. Campaigns can be turned on and off any time you desire. Master Google AdWords before you get started by studying free online tutorials.
Google AdSense
Google AdSense will create/match ads to your site’s content, and your company will earn money whenever your visitors click on them. You must have a launched website with acceptable content and valid URL as well as a valid payee name and mailing address to apply. All ads are reviewed and approved by the Google team, ensuring that inappropriate ads don’t appear on your pages.
In general, a GMail (Google) account is required for all web-based products described above. Sign up by going to Google.com.
How To Write A Simple White Paper
February 19, 2008
First of all, you need to know how your white paper will be used. Examples may include, but are not limited to: lead generation, demonstrating thought leadership, closing sales, presenting business benefits.
Additional considerations:
-Who will be the ideal reader?
-Secondary readers?
-The goal of the paper?
-Call to action?
-Do I need to present a solution?
-Formatting?
Then research and analyze:
Analyst reports, business plans, other white papers, press releases, industry articles, datasheets, competitor websites, brochures, external press about the company, sites that aggregate articles Findarticles.com, presentations. Additional resources for adding substance to your paper: KeepMedia.com, KnowledgeStorm.com, MarketingProfs.com.
Develop an outline, organize your information, turn off your cell phone, write your paper. Proofread, revise.
Small Business Owners and Social Networking
February 14, 2008
Salesconx, a growing online business referral company, recently surveyed 700 small business owners across North America in an effort to understand how they value new client relationships, approach lead generation and how they utilize the Internet’s networking features.
Survey findings indicated that word-of mouth and client referrals are the main source of new client acquisition for small businesses. Most small businesses are slow at implementing new marketplace techniques. Why?
Small business owners are concerned about the expense and they mistrust unfamiliar marketing methods. While Facebook has 50 million users and LinkedIn has 14 million users, only 11% of survey respondents noted that they belong to either of these communities. 79% of the participants do not belong to social or professional network.
Referral and word of mouth account for nearly 50% of all new business for surveyed small business owners, however, only 9% are using online lead generation. I could not find any data about the age of the small business owners who were surveyed, but I know several small business owners who are 45 or older and need help understanding or learning Web 2.0. They state they don’t have time for social networking. They view social networks as popularity contests as well as question the importance of online networking . Many of them still don’t have websites.
I keep learning and teaching them in the process….
When Did You “Yahoo” Someone?
February 12, 2008
Well, Mr. Microsoft was rejected by Ms. Yahoo, how sad……It could have been a marriage of convenience for different reasons. Microsoft fell asleep behind the wheel while developing Windows software and finds itself now playing catch-up with companies successfully reaping the profits of web advertising. Yahoo has tried a little bit of everything to compete against Google. I think that Mr. Microsoft is too calculating and systematic for Ms.Yahoo who has major mood swings. Ms. Yahoo is very social, trying to flirt with everyone while Mr. Microsoft is more of a nerd who likes to stay at his computer.
The two of them could mesh their software resources and come up with new services, for example in the emerging market for video and mobile. It would be a challenge to mesh their corporate cultures. Can you imagine a nerd with a hoola hoop? What will future bring?
Finding Balance Between Life And Business
February 4, 2008
Twelve tips for overwhelmed home-based entrepreneurs.
Plan carefully and combine errands.
Use Google Maps if necessary to develop the most efficient route to your destinations. Try to avoid rush hour. A 30 minute bank/post-office run may turn into much longer ride if you don’t have a plan. Make sure you take advantage of online banking and shipping services. Check out Stamps.com and usps.com. Staples delivers office supplies for free if you place an order totaling $50.00 or more.
Make a to-do list for each day and stay focused.
Note pads and sticky notes work for some busy people. If you like writing things down and would consider turning your mouse pad into a to-do list, check your options at Knockknock. Tech savvy people utilize their smart phones/PDAs to stay on top of things. Microsoft Outlook and web-based applications such as Ta-da Lists are useful as well.
Boost your productivity by finding time to stretch, get some fresh air, and walk around.
Develop a routine that helps you unclutter your mind. A cup of coffee or tea after light exercise works for some people whereas others need yoga, punching bags or meditation.
Set a schedule for each day – plan time slots for responding to emails, returning phone calls, Internet research, marketing, breaks etc.
Post your schedule so you and your family members can see it and stick to it. Don’t double book yourself. Take a look at web-based applications such as Net Simplicity or Google Calendar. Microsoft Outlook keeps you on track and synchronized with your digital devices.
Limit non-revenue producing activities during business hours.
It sounds like such a good idea to relax and go out with a friend who called out of the blue instead of finishing a project. You are the master of your domain after all. Weigh your options. How many hours do you need to work at night to make up for the lost time? Work smart.
Focus on results.
Always remember the reason why you are in business and where you would like your business to be in a year. Who will take you there? Your customers! Get back to delivering results for them!
Turn off your phone and don’t check your email when you need to concentrate.
We often get distracted by emails and phone calls, decreasing our productivity. Unless you are waiting for a very important call, concentrate on the task at hand.
Schedule some family time every day, whether it’s a walk, dinner or good conversation.
Your family is more likely to support your entrepreneurial efforts if you demonstrate your continued support and interest to them.
Eat right, it will help you stay healthy and function well under pressure.
Stress may cause overeating. Don’t bring huge bags of chips or candy into your office at any time.
Try to avoid accepting projects that involve tasks you dislike and doing business with clients that are difficult to work with.
I remember accepting a project that I didn’t like, but needed for my cash flow. The project was not difficult, but I dragged my feet as I did not enjoy what I was doing. Customers who don’t appreciate what you do for them will make your life miserable.
Organize your life/office.
This is very simple – you save time and work faster if you are organized. Don’t set yourself up for a disaster – spending 10 minutes looking for a stapler or a pen and another 10 minutes trying to find your business credit card.
Improve your multi-tasking skills.
No, I am not talking about eating and talking to your clients at the same time. I am talking about muting your phone and filling up your printer with paper while on a conference call. You could also be working on a mailing list or organizing your office while placed on hold or listening to a conference call.
Dead CEO s and how they operated: Book Review
February 3, 2008
War heroes, long after they pass on, live on in the movies. The life and exploits of sports heroes are retold in books. Sixty years after his death, we still know Babe Ruth.
Stars of the business world may be less well-remembered, but their daring feats qualify them as heroes just the same. Dead CEOs still have a lot to teach. In New Ideas From Dead CEOs, author Todd G. Buchholtz dramatically brings their business stories back to us.
Take A.P. Giannini, founder of Bank of America. He cared so much for his customers that he reopened his bank four days after the San Francisco earthquake of 1906. It was a Sunday. Giannini went down to the wharf, put a plank across two wooden barrels and declared himself open for business.
Some of Buchholz’s heroes started their empires from scratch. Walt Disney first supported himself by taking baby pictures. His career got a boost when he received $500 for a film on dental hygiene.
Sam Walton wasn’t shy about scoping out the competition. At one point, he sneaked around competitor’s stores and looked under the display racks to check inventory. Walton was a proud skinflint. He was so tight with a dollar that he once shared a hotel room with eight staffers. Those were the early days. By the time he became a retailing legend, he only shared his room with one staff member.
Book reviewer Paul Carroll says the author recounts fascinating stories of early beginnings of mega businessmen, showing how his subjects transformed business.
In addition to the dramas of Wal-Mart and Disney, Buchholz tells the adventures of Tom Watson Sr. and Tom Watson Jr. of IBM, Mary Kay Ash and Estee Lauder, David Sarnoff of RCA, Ray Kroc of McDonald’s, and Akio Morita, founder of Sony.
New Ideas From Dead CEOs by Todd G. Buchholz, Collins, 300 pages, $26.95.
