Content is King, President and Pope
August 6, 2008
I just finished re-reading an excellent book The New Rules of Marketing & PR.
Some stuffy PR guys would probably like to challenge the contents of this book as it does not promote the old truths of PR and marketing. David Meerman Scott has focused on explaining the world of opportunities that have opened up for aspiring journalists, marketers and small business owners via web-based tools and services. Free or low cost applications such as blogs, podcasts and social networking tools such as MySpace, Facebook and LinkedIn are changing the old rules. Niche buyers can be reached with targeted messages that cost a fraction of big-budget advertising campaign. In addition, these marketing efforts often allow instant feedback and measurable results, so the “train can be stopped much sooner when it’s headed to the wrong direction”.
One-way interruption does not work as well as it used to. Instead, marketers have to create a dialogue with potential buyers and deliver useful content at the moment their prospects, buyers or constituents need it.
Readers learn that online marketing is not about pretty websites either. Per Meerman Scott, content is not only KING, but President and Pope as well. The key to interesting and entertaining content is the collaboration between the different departments of the organization. Websites cannot be stale either – content needs to be fresh and the reactions of the visitors should be measured and analyzed, so the content can be improved. I agree with all these points as I prefer information rich blogs and websites to flashy and design driven sites.
Here are some steps David Meerman Scott suggests for creating thoughtful content. These steps apply to websites and all social media tools in my opinion.
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Do not focus on writing primarily about your company and products. Content should be designed to solve buyer problems or answer questions.
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Define your organizational goals before you design your website.
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Based on your goals, decide whether you want to provide the content for free without any registration, or you want to include some kind of registration mechanism (much lower response rates).
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Think like a publisher. Consider buyer personas.
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Write for your audience. Use examples and stories, make it interesting.
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Choose a great title that grabs attention.
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Promote the effort like crazy. Offer the content with easy-to-find links.
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Alert appropriate bloggers, reporters and analysts that the content is available and send them a download link.
What is the main reason I like The New Rules of PR and Marketing?
It gives easy to read instructions on how to become a thought leader while remaining authentic and transparent. No need to pay a top dollar to reach your audience if you have expertise, find your voice, target a specific group of people and keep improving your skills.
Educate, entertain and motivate!
Google Docs - Create documents, spreadsheets and presentations online
July 23, 2008
I am very impressed with the increased capabilities of GoogleDocs application. Not only can you upload, store and edit your existing files, you can also use well designed templates, collaborate as well as edit and present with others in real time.
Templates include business plan, resume, letterhead, business cards, presentations and more.
Are you stuck in an airport for hours and would like to use your time wisely by working on your schedules, albums, or wedding plans? Google Docs enables you to do that as well if you have a gmail or Google account, accessible via web from any place with an Internet connection.
GoogleDocs Help Center provides answers to your burning questions. You will find how-to videos and easy to read instructions.
How To Read A Business Book
June 30, 2008
I tend to read through several reviews before I purchase or read a book. Very often I rely on my friends’ opinions before I spend my valuable time.
Here’s the summary of Seth Godin’s suggestions on reading a business book:
1. Decide to change three things about what you do at work. The goal of the reading should be to persuade you to change, it should help you choose what to change.
2. Go ahead and make your reading productive. Take notes, create marching orders. If after three weeks you haven’t taken action on what you’ve written down, you wasted your time.
3. The best use of a business book is to help someone else. You should share what you read, hand the book to a person who needs it. A book is a souvenir and a container and a motivator and an easily leveraged tool. Hoarding books makes them worth less, not more.
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I have read some good books recently, have taken notes. According to Seth’s suggestions, I have to take action soon as the clock is ticking!
Here are some business books small business owners may find interesting:
How to Succeed as a Small Business Owner and Still Have a Life, Paperback by Bill Collier
Alpha Dogs: How Your Small Business Can Become a Leader of The Pack by Donna Fenn
Should Your Small Business Have A Monthly Newsletter?
June 29, 2008
One possibility to get your message out to customers and prospects is with a regular newsletter. The good news is that your newsletter does not need to be long. Every newsletter should definitely provide useful information.
Newsletters often lack focus. Staying fresh in your customer’s mind and strengthening the brand is fine, but newsletters ultimately need to produce action and leads to be considered a success.
Here’s an interesting article - Marketing on the Cheap: The Lowly Newsletter
Building Relationships Takes Time
June 25, 2008
I recently talked to a small business owner who has marketed her products using traditional marketing methods (brochures, ads, brochure type website) for 6 months. Her results have been way below expectations. She has gained 2 new customers through word-of-mouth marketing. One of her ideas she shared with me was to discontinue her current marketing efforts and concentrate on word-of-mouth marketing. She is a work-at-home entrepreneur with limited resources and a very small marketing budget. Her plans include starting a blog.
In my efforts to encourage her and create a marketing plan for her company, I re-read some chapters of Mitch Meyerson’s excellent book “Mastering Online Marketing”. Information on page 119 caught my eye:
Did you know that
37 % of interested prospects take 0-3 months to become customers
28% of interested prospects take 3-6 months to become customers
18% of interested prospects take 6-12 months to become customers
And did you know that
48% sales people give up after the first contact
25% more give up after the second contact
12% stop trying after the third contact
5% cease after the fourth contact
90% of leads never get followed up more than 4 times
Business owners really have to be committed to devoting the time and patience necessary to the conversion process.
Recession Proof Your Small Business Marketing
June 19, 2008
1: Turn your print communications into digital communications. There is a chance most of your publications can be emailed or published on your website.
2: Make your e-marketing CAN-SPAM compliant. Email marketing, only if well planned and executed, can be an extremely cost effective way to market and communicate with your audience.
3: Start an e-newsletter. An e-newsletter is one of the most efficient ways your company can use to regularly communicate with your target audience.
4: Survey your customers. Your best prospects are your existing customers. Their feedback is an easy and cost-effective way to improve your business.
5: Keep your web site content up-to-date. Your web site should serve as your prospects’ and clients’ primary point of contact with your company. Keeping your web site content fresh not only sends a message to your customers but also your prospects and competitors.
6: Always add a call to action. With catchy design and copy writing, response rates from an email campaign can be higher than from a snail mail campaign.
7: Leverage viral marketing opportunities. A recipient can forward an email he or she likes to a friend at zero cost to the marketer.
8: Send coupons. In a recent ICOM survey of U.S. Shoppers, 67 percent said they are much more likely, or somewhat more likely, to use coupons during a recession.
9: Turn your web site into a business tool. Right now, the Internet is in the midst of an exciting evolution. Web sites are being transformed from static sites into highly functional business tools and information portals.
Best Things In Life Can Be Free
June 9, 2008
Get a free copy of Duct Tape Marketing when you attend the following webinar
“InfusionSoft & Duct Tape Marketing Reveal The Must-Know Secrets of Small Business Growth”
on Wednesday, June 18th at 3pm CDT
The 1-hour session is free of course, but here’s the kicker - anyone who registers and attends (you must attend and they will know if you do!) will get a free copy of the paperback version of John Jantsch’s book Duct Tape Marketing shipped from Amazon.
Go here to enroll
https://www1.gotomeeting.com/register/945297456
Feel free to pass this link and offer along to other folks and blog about it!
Developing Multiple Skills Makes You Better At All Of Them
June 6, 2008
Cross-training is good for more than building muscles.
It helps the brain find new pathways between previously isolated regions. Doctors at Harvard Medical School have found that if you practice multiple things, you actually get better at all of them.
In its Secrets of Greatness series, Fortune magazine says science is proving what some have felt for a long time, the benefits of cross-training. To strengthen pathways that aid thinking, a person has to do something repeatedly.
The more varied your skills, the more varied are the pathways. They allow you to reach back for insights and apply them to something totally different. The more reservoirs of knowledge you have, the easier it can be to make decisions.
Your second interest may be a motor skill. University of Michigan researchers found that using joysticks effectively resulted in transferable knowledge in other areas.
Examples of people with more than one career include Secretary of State Condoleezza Rice (concert pianist) and Yankee outfielder Bernie Williams (recording jazz guitarist).
Examples from history include Leonardo da Vinci (sculpture, painter, inventor) and Thomas Jefferson (President, violinist, architect). Small business owners can benefit from developing multiple skills as well.
Ten Affordable Small Business Marketing Ideas
June 3, 2008
- Start a networking group or a book club at Meetup or Facebook. Encourage participation, organize contests. Have participants donate giveaway prizes.
- Start or reinvent your blog. Free blogging platforms: Blogger and Live Journal. I am partial to WordPress as it is more than just a blogging platform, it is a publishing platform.
- Create meaningful PowerPoint presentations. Go to Slideshare for fresh ideas and inspiration and learn how the effectiveness and rules of PowerPoint presentations have changed. Upload your presentation to Slideshare.
- Bake a batch of tasty cookies, package them nicely and take or send to your customer’s office.
- Buy an affordable video camera at Best Buy and create some instructional “How To” videos. Post them to your blog or website.
- Send a free press release announcing your new product or service at PRlog.
- Write a brochure or book covering topics that interest your target market. Publish it for free on Lulu, make available on your website or blog.
- Give practical gifts to your prospects and customers such as VISA gift cards (they can use them as they see fit) or John Jantsch’s book Duct Tape Marketing that includes money-saving coupons.
- Use a WordPress theme to create a new website or redesign your existing website. Themes are search engine optimized, prices start at below $30.00. If you know how to use WordPress - you will have your fresh site up and running shortly.
Is Passion the Golden Key to Business Success?
May 31, 2008
I have met perfect small business owners with perfect little offices and perfect business plans and yet, I have had a hard time remembering what their business was about. Why?
They did not have the sparkle in their eyes when they talked about their businesses. You may or may not like Martha Stewart, but she is passionate about decorating everything from cupcakes to prison cells and it shows.
Jim Kramer is mad about investing, it’s impossible not to remember him. Steve Jobs is in love with Apple and its products, how can you not notice that?
Passionate business owners create passionate customers with their enthusiasm. These customers become followers and eventually turn into evangelists for your products and services. Can your customers find a sparkle in your eye?
Don’t ask yourself what the world needs; ask yourself what makes you come alive. And then go and do that. Because what the world needs is people who have come alive. ~Harold Whitman