Category Archives: Marketing

Viral Marketing Flourishes in Recession

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Many small businesses have cut their advertising budgets and put their marketing efforts on hold.  Their satisfied customers, social networks, and happy business partners therefore become their main promoters.   As this is the year of reinventing, recycling and repositioning for many small businesses, let’s think about the best ways to help the above mentioned groups spread the good word for your business.

  1. Give away information, products or services within target groups in your social network.
  2. Make it effortless for your best customers to provide information about you and your product (hand out business cards, promotional materials, etc.)
  3. Offer products and services that can easily fit the needs of different companies – from small to very large.
  4. Understand common motivations and behaviors – find common needs – create mutually beneficial partnerships.
  5. Utilize your existing social networks, become a “go to person” on Facebook, Twitter and LinkedIn as well as in your local Chamber of Commerce.
  6. Take advantage of other people’s networks to gain exposure for your products and services.
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12 Rules for Being a Great Marketer

 I found a great post by Steve Tobak on the BNET site.  Here’s what he tells us:

 12 Rules for Being a Great Marketer (Part I, Rules 1 – 6)

  • Sales is your friend. The whole “natural tension between sales and marketing” thing is a dysfunctional crock. Sales owns the customer relationship. As a marketer, one of your key functions is to facilitate sales’ ability to sell your products. You need each other and your goals can and should be aligned.
  • Be patient with your boss and peers. Not coincidentally, strong leaders and managers often tend to be controlling individuals. That means they can become easily frustrated with things they don’t understand, i.e. marketing. Be patient and pay attention to their feedback.
  • Remember, you have way more customers than you think. The executive staff, your peers, product development, manufacturing, sales, finance, HR, employee communications, they’re all stakeholders in the marketing function. Treat them as such. 
  • Bond with the development and product people. This goes way beyond educating and teaching. These are very smart people with a strong, vested interest in what you plan to do with their product. Bond with them, listen to them, understand their issues and concerns, make them partners in your “process;” it’ll pay off big-time.
  • Teach, teach, teach. Successful marketers are strong communicators and educators. Spend as much time teaching and educating internally as you do networking and meeting with customers externally. Again, it’ll pay off.
  • Measure and communicate results. The biggest slam on marketing is that it’s an expense black hole with no metrics to measure results. Be disciplined. Spend 10 percent of your budget on metrics for key programs and take the time to communicate results – both good and bad – to stakeholders. Do it.

How Should You Improve Your Web Presence in 2009?

globe-and-laptop.jpgStatic websites are out.  Make sure your website is interactive to keep visitors coming back.  Small businesses need to improve their online marketing efforts to ensure their websites meet visitors’ needs and expectations.

Add customer reviews, feedback and testimonials. If you are selling products online, provide customers the ability to provide product ratings and reviews. It enhances the user experience and gives prospective buyers the confidence to buy as well as leads to customer loyalty. So, if a customer was happy with their purchase from your online store, make sure you add feedback to your website.

E-newsletter: An e-newsletter is a must-have tool that makes it easy and cost effective to communicate with a mass audience. First, make sure you have a content rich e-newsletter. Make sure you are promoting it. Add an e-newsletter sign-up form to your home page and give visitors proper incentive to subscribe. If you don’t have a large email list yet, no worries. Add a forwarding feature to the newsletter so your subscribers can forward your newsletter to their friends, and colleagues.

RSS feeds: Forrester Research, in its “RSS 101 for Marketers” report, said, “RSS is a powerful tool  that marketers should test and deploy to proactively maintain relationships with their customers.”

RSS is a technology that enables users to “subscribe” to content from websites without providing an email address. When the content is updated, users automatically get notified and their “RSS Reader” pulls this content directly from the source. Since the content is pulled instead of “pushed”, marketers don’t have to worry about their message being caught in spam filters.

Have a blog on your website? Integrating multiple RSS feeds into your website allows visitors to read the content that’s most important to them.

SEO is making its way into marketing plans and budgets. By focusing on SEO, businesses have the potential to increase their position in search engines, increase traffic to their websites, and as a result, drive revenue. Begin your SEO efforts by ensuring that all of your web site content is optimized with the keywords your prospective customers will use to find you. Relevant content is the key to achieving higher rankings in search engines. Don’t know which key words are right for your business or how to begin optimizing your content. Use Wordtracker.


Consistent message throughout your web content: Websites need to be updated with new content regularly to keep customers coming back. Focus on message consistency. Make the message in your email campaign cohesive with the message on your website. All forms of communication including your website, e-newsletter, collateral and advertising should consistently deliver the same message in order to maximize the potential of your marketing efforts.

Rethink Your Small Business Marketing

Email marketing – Hire an expert if you feel that you are not cut out to manage databases and lists. Find a reliable vendor to work with.  Constant Contact and Vertical Response are good.

Direct Mail – How effective is your Direct Mail marketing? Are you measuring your results? Anything printed has to be carefully thought out as you may be wasting money, time and natural resources.  Maybe you could upload most of your marketing materials to your website and switch to email marketing campaigns.

Discounts – Are you offering special extras, online only content or freebies?  Consider online coupons, try Intellogy.

Viral Marketing – Are you creating compelling content that is picked up and shared person-to-person via social networking sites?
Have you considered creating your company profile on Merchant Circle or Facebook?

What Can Small Business Owners Learn From Obama

1. Leadership skills – he put together a great team for his campaign and motivated his people all the way. 

2. Never give up, believe in yourself, even if you have no reason to do so, polls did not always predict Obama as a winner.

3. Presentation skills – Obama is one of the most eloquent and self-confident speakers I have ever seen. Practice!

4. Social media marketing – get away from ads to building online communities, just like Obama did.

5. Viral marketing – get everyone talking and singing about you. Where are you now, Obama girl?

6. If you can’t get to young consumers otherwise, send them a text message or an email- speak their “love language”.

7. Go to gym and play some ball – relieve your stress, basketball plays big part in Obama’s life.

8. Buy some nice clothes and look sharp – I loved Obama’s suit on election night!

9. Supportive spouse or partner is always a blessing – keep your spouse and partner happy.  Have you noticed the smile on Michelle Obama’s face?

10. Humble beginnings don’t always mean humble lives – with hard work, passion and dedication small business owners can beat the odds, just like Obama did.

Small Business Lessons Learned in 2008

1.    Not very profitable, but time – consuming demanding customers tend to refer prospects and customers who reflect their style and values.

2.    Customers who value you and what you do are the best referral sources.

3.    Set boundaries for your customers from the outset, tell them “This is how we work…”, otherwise they will create their own boundaries.

4.    Pay attention when your prospect complains about being treated badly by the rest of the world including partners, vendors, consultants and former customers – you may become the next entrepreneur they will complain about.      

 5.    If you are a coach or consultant, try to avoid customers who have never worked with a consultant, unless they show sure signs of their willingness to learn and implement new things.      

6.    Social networking is important, but prioritize – plan your activities and their frequency, otherwise social networking becomes a burden.       

7.    Get to know your associates, subcontractors and business partners before you commit to long-term projects – mavericks may be crucial to changing this world, but they may not always contribute to helping you achieve your goals.      

8.    Become a frequently improving, always up-to-date resource for other small business owners and your customers.      

9.    Reward your best customers, subcontractors and business partners.     

10.    If you are very driven, results oriented, nimble and forward looking – don’t take on customers who are not.I am sure that 2009 will be a year of re-evaluation, reinvention, recycling and repurposing as we all try to find smarter cost-effective ways of living and conducting business.  Will small business owners see a light in the end of a tunnel in 2009? 

Rules for Good Small Business News Releases

access-to-information.jpg One of my small business clients wanted to know how to write good news releases.  Here are some suggestions:

1. Feature timely news related to your industry, staff, company or products and services.  Avoid self-promoting made-up stories.

2. Tailor messages to the audience of a specific news vehicle. Don’t create another blanket mail piece.

3. Use clear and accurate terminology.  Do not use insider lingo.

4. Focus on benefits for your audience. 

5. Make it clear how your readers can take action and why your news release is important. Otherwise – who cares?

6. Use quotes from customers and staff. 

7. Be intriguing, yet believable. Do not boast.  Add some spice.

 8. Avoid long news releases – your reader’s time is valuable too.

Small Business is Always In a Marketing Wheel

loop.jpgwheel.jpgI was recently asked to explain the concept of “marketing wheel”.  I had to stop and think.  For a moment, I thought of a steering wheel that helps entrepreneurs stay on course, but then remembered that there was no need to “reinvent the wheel”, there is a term like “marketing wheel”.  I prefer to call it a “marketing loop” instead as it seems to be a never-ending process.

First, discover and get to know your ideal customer and your marketing environment.

Secondly, customize your product or service to address your ideal customer’s needs without forgetting your marketing environment. Don’t forget to observe and learn from your competition!

Then you create marketing messages that grab attention, motivate and move your ideal prospects towards making a purchase. This phase can be longer than expected and some “fish” that take your bait need to be thrown back into the water…

Close the sale, but don’t stop there.  Customer service starts at this point. If you do it right, the initial sale may lead into repeat business and referrals.

Talk to your customers to find out what they need and want. Use your findings to improve your products and services as well as marketing messages.

Then do the same thing over and over…..Welcome to the Small Business Marketing Loop!

Dont’ become a victim of Wheel of Marketing Misfortune.

Improve Your Sales and Marketing Skills

In tough economic times, customers may be feeling more pain than you know. They want to feel better, and you can help. Show how your product or service can solve a problem or improve their bottom line.

* Making more money for yourself should not be your goal. Making yourself the best you can be is a better choice.

* Be happy even when you can’t get an appointment or close the sale. Dr. G. Clotaire Rapaille, consultant to 50 of the top Fortune 100 companies, says rejection allows the game to continue. Send a gift to the one who turned you down and you will be remembered.

* Prepare. Know what your prospect will say and what your response will be. Study your prospects and their operation so you know the answers.

* Speak in a natural conversational way. If you memorize a script, you may come across as dull. Be prepared, and you will be able to improvise on the spot.

* Make a connection if there is an opportunity. Master small talk.

* Know that sales are not entirely based on the logic and intelligence of the prospect.

* Believe in the benefits your product or service will provide. Think of what the product or service will do and love it.

Best salespeople I know are all good communicators, they love people and know how to handle rejection.

Find New Marketing Ideas, Don’t Rely On Old Beliefs

If you suspect that most of the money you spend on marketing is wasted, you could be right. Check this marketing advice by marketing professor David Corkindale.

* Instead of targeting one segment of consumers or the market relevant to your business, aim at a broader spectrum of prospects who are likely to want the products/services you and your competitors offer.

* Depend less on customer loyalty. Studies show that only 10 percent of all buyers are loyal customers.

* The only way for a company to achieve lasting growth is to increase its customer base, either by reaching new customers in existing markets or entering new markets.

* Gain market share by reaching more prospective customers rather than working to get existing customers to buy more often.

* Being different from competitors is not always the best goal.

Writing in The Wall Street Journal, Corkindale notes that those who want to compete with dominant companies, like McDonalds, usually accept the fact that the leader has found a formula that works. It can be copied.

Some things to remember:

* Sales and promotions are more likely to attract those who are already your customers than bring in new business.

* Young companies need to do all they can to nurture their brand and create positive associations in the minds of prospects/customers.

* Make sure your products or services are easy to find online. The Internet is a powerful marketing tool.

* Set up a system that makes it possible to respond effectively to Internet prospects when they contact you.

Marketing expert Terri Langhans puts it another way: Think of marketing as anything that “helps or hinders” the sale or use of your product or service. This includes your location, the attitude of the person who answers the phone, your name, pricing, brochures, your personality and more.

Figure out what obstacles you can quickly fix or remove – suggests Langhans.