# 3: Buy a Mailing List
There are a number of mailing list houses that provide targeted mailing lists. You need to know your target market for this to be effective. Fortunately, if you have done your research this can be an excellent opportunity to grow your client base. Use it for impact with a postcard or for informational purposes to announce an event or a featured product or service.
# 4: The Power of Your Network
Look to your network frequently, not just for business, but also as a resource for all aspects of your business. Your network also puts you in a powerful position. Sit down with your list and see whom you can connect to. If you can bring two people together, and help them make a connection, it is a great way to build your credibility, spread good karma, and will eventually come back to you in a positive way. Do be careful though, because the people you recommend will impact your reputation for the better or worse based on their performance.
# 5: Rethink your Catalog
Catalogs can be expensive and time consuming. By reinventing them online you can reduce costs, and eliminate printing and mailing. When used in conjunction with an email marketing campaign it will allow you to easily create sales or discounts on items by event, or theme - publicizing the sales immediately.
# 6: Are Chamber Mailers Worth It?
A number of chambers of commerce and other organizations offer mailings for their membership to take advantage of. These can be quite a bargain, and for the right business can provide a great marketing opportunity. Often the costs are right around the cost of postage if you decided to do it yourself. This is an inexpensive solution for print marketing. Just remember, you need to make about a half dozen impressions before it will start showing results. People need to see you consistently in your marketing efforts.
# 7: Build a Package
Take some time to put together a package for your clients. By bundling your products and services together it makes a better value for your client and allows you to offer a simple one-stop solution for your clients’ needs.
# 8: What does your answering machine say ...about you?
Do you have an answering machine? Everyone does. Do you have an answering system for the office? How many links does it take for your client to get to a live person? Do they get a live person who can quickly direct them to the solution, or even better, help them immediately? What does that say about your attitude towards customer service? This is a very important and often overlooked brand touchpoint.
# 9: Link Building
Building links between your website and other websites in your industry validates you in the eyes of the search engines and brings you up in the organic search results. This should be an ongoing task - adding a link a week to your site. You also need to request from their webmaster that they link back to your site.
# 10: Fishing and Golfing
I don't fish or golf but have been asked by business people to join them in their hobbies. This is a good sign. It means they enjoy your company and are willing to spend more time with you to get to know you. I have gone fishing, I have gone target shooting, and I really don't golf and just can't borrow clubs easily (I'm 6' 8" and left handed) so I haven't taken people up on those offers. I think it is a fine way to get to know someone and build a relationship, just make sure it is a business relationship and not a golfing only relationship.
# 11: "You want fries with that?"
What your clients don’t know can hurt you. Especially in the service industries, clients may not know the full breadth of your service offering. It is your job to communicate to your clients all your capabilities. Otherwise, they may not think of you except for that one service they are currently using you for. Even though it says Print Market Web in my logo you would not believe how many people say "I didn't know you did websites." There is so much noise in the world today that even if you have told them you need to remind them consistently about what you offer. They will not retain it for long until they use the service themselves.
# 12: Strategic Alliances
Think about the people in your network who offer allied services. Combine your offerings into packages. Through this partnership, you can increase your value to your clients, becoming more of a trusted advisor rather than just another vendor.
# 13: SEM • SEO • PPC
What do they mean? SEM is Search Engine Marketing. What we do to attract visitors to our website. SEO and PPC are two ways to do this. SEO is Search Engine Optimization which is building your website in such a way as to make the search engines (Google, Yahoo, MSN) rank your website higher in the search results. PPC, Pay Per Click, is a method of advertising online by placing your ad through the search engines and when someone clicks on your ad and is directed to your site you pay for that click.
# 14: Webinars... and Seminars... and Videos... Oh My!
Here are three ways in which you can bring in clients. Provide relevant content and keep the sales stuff to a minimum. They will know who you are and will seek you out if they want your services. This is a chance to provide quality information and show yourself as an industry leader. Make sure you have a way of capturing information.
# 15: Follow Up Calls: critical to success
If you think it is all about mailing a piece, and forgetting about it, you are very wrong. Follow up can increase any mail or email campaign dramatically. So start sharpening your phone skills! You are about to reach out and touch someone.
# 16: What's a metatag? Should I care?
You should! Metatags are the way a search engine will categorize your site. Choice and placement of them is critical to the successful implementation of your website. Let's think about your website as a house built in the country. Inside the house you have fixed up the rooms to showcase your products and services. But nobody will see those rooms if you don't build a road to the house. This is done in two ways. first by advertising over the web to point people to your site whether by paid ads or by providing content that links to your site. Then there is the organic method of SEO which used links and metatags to make your website look more appealing to the search engines. Metatags help the search engines to categorize your site more effectively. The metatags should use the keywords you determined were appropriate and those keywords need to be repeated in the visible text. This shows uniformity of content and that will be ranked higher by the search engines.
# 17: "Can I use images from my website for my brochure?"
No. You cannot just take an image off of your website and use it for your print materials. Images used on the web have a resolution of 72 DPI (dots per inch). This is because of the limitation of the screens. However, in print our eyes can register so much more detail that typically the resolution used is 300 DPI. So if you grab an image from online without resizing it you will be in trouble. If you grab an image that is 4" x 4" from online and convert it to 300 DPI it will end up being slightly smaller than 1" x 1"! That is a HUGE difference.
# 18: Why should I care?
When creating your message, remember to write from the customer's perspective. Why do I care about your product? Why should I buy your product or service? What makes me want YOU! I am living my life and I am fine, why should I change from my current resource and take the chance on you? You need to differentiate yourself enough so your USP (Tweet #45) is so appealing it makes the inconvenience of switching seem inconsequential, next to the benefits of change.
# 19: Coupons & Discounts
Get them in the door with an offer. Don't make it unprofitable and it doesn't always mean cutting your price. Maybe giving an additional item would suffice. Remember to limit the time and number of discounts to generate urgency.
# 20: Fonts
I am a designer and it is really painful for me to see a marketing piece with every word in a different font in the book thrown in there just for the heck of it. Limit yourself to 3 fonts in any marketing piece. This doesn't include styling like bold and italic. But generally, use a display font for your headline, and a good font family like Times or New Baskerville for the body. They will give you sufficient options to design a professional looking piece of marketing literature. When we brand a client, we usually spec out a display and body font for use in most of their marketing. Sometimes a certain piece will require something different because of a theme but consistent font usage will contribute greatly to brand recognition.
# 21: How will you manage?
I've got my marketing plan, so now what am I going to do with it? Don't even think about putting it on the bookshelf! There is too much to do, now that I have clearly defined goals. I will interview a designer for the printed materials, and a web guy, talk to the exhibits people, oh right, speak with that SEO guy to bring traffic to the site... I need to write the content for the email newsletter or blog and create accounts for LinkedIn, Twitter, Facebook and YouTube… Then I need to find all those people on the sites that I know. What should I do first? How much time does each item take to implement in order to meet the schedule in the plan? I still need to run my business - how can I add all this to my plate? Often it isn't realistic to do it all by yourself. You need to manage it, or hire someone to do it for you. A lot of companies will hire a marketing person right out of school or with a few years of experience to manage it for them. These employees, although well intentioned and capable in their own right, might not understand your business, thus requiring a good deal of handholding for an indeterminate period. They also might not have the resources available in their network for the various skill sets needed. Sometimes you need a consultant to come in and get your plan implemented, saving you time, energy, stress, money and creating a much more effective campaign than you otherwise would have. Although perceived as more expensive, you do not need to worry about salary, vacation, benefits, management and having enough work to keep them busy on a consistent basis. A consultant can provide experience in business, a network of resources, and works on retainer-based contract, on specifically outlined deliverables. No matter which route you choose, self-management, new hire, or consultant, do not put that plan on the shelf! Implement it! In this economy, you don't want to lose a competitive advantage.
# 22: Articles
Article marketing is a great way to make yourself known for thought leadership. It is an opportunity for you to show the world what you know. Start a blog, and tell them what is on your mind. Submit the articles to article submission sites. Here is a great one that provides a lot of information. http://www.EzineArticles.com
# 23: Flash has its place
There is such a stink being raised about Flash. The answer to the use of Flash in your site is simple. Treat it as an image. Do not embed navigation in it because the search engines will not be able to follow the links. Make sure you use alt image tags on it to reinforce your keywords, and enjoy (guilt free) the impact that flash can bring to your site.
# 24: To drink, or not to drink?
Having a drink to be "social" is one thing, more than that it can be disastrous. Depending on your ability to hold your liquor, and hold our tongue, I would advise caution. This is after all, networking for business purposes, not for pleasure. It is all about maintaining a personal brand. Are they going to use you if you are drunk at a networking event? Less likely.
# 25: Shop Yourself
All business owners need to get outside themselves and see their business from the outside. Take the time to experience your company as a buyer, or if that isn't practical, have a friend shop you or someone else you know assign a third party to do it and report back. Find out if there is anything that needs to be improved or any touch points that need attention. This is just one way to check on your brand.
# 26: Does your website have a call to action?
An effective call to action is critical in converting visitors. Converting? That is when a visitor has a pre determined response to your website that was initiated by you. They call for an appointment, buy a product, email to receive a white paper, etc. This shows the efficacy of your website layout and copy writing. You need to be able to track this for sales purposes. # of visitors to # of conversions will give you your conversion rate. Tracking sales online is just as important as tracking sales offline.
# 27: Postcard have their place
For ongoing targeted marketing postcards can be very effective, but they must be done in a series. It takes seven or more impressions before your market starts to see that you are in it consistently.
# 28: Research One Competitor
If you research one competitor a month you will have all the industry knowledge you need within the year. How many competitors do we really have? Usually, it is less than a half dozen direct companies that are competing for the same business. What are you looking for? What are their marketing materials saying about them and by comparison about you? Is there a clearly defined market position being expressed? Do they have a clear advantage? Researching them will help you see opportunities in the market that you can take advantage of. This research will help you to position your company, product, or service to create a distinction, and make you more memorable.
# 29: Use Ping to promote yourself
Ping.fm is a great resource for combining all your various web 2.0 accounts in one place. You can post a message to Ping and it will post to all your accounts: LinkedIn, Twitter, Facebook, MySpace, etc. It is a handy tool to get your message out quickly.
# 30: Pictures are worth a thousand words.
This is true but the robots and spiders can't see them. So you need to place “Image Alt” text to let the robots and spiders know what is there. Or you can fill them with your keywords and validate your title and metatags.
# 31: The Pack Mentality
It is usually not good to bring several people from your office to a networking event. It is too tempting to stay in the safe area and not venture out to meet new people. Going out with a group of other networkers can work either way. If they understand the rules of the game, it can be a great way to quickly canvas the entire room and pick out the people you need to meet. If it is the wrong group, then it can backfire and bring you into a situation where you are with the same people most of the night. I tend to avoid these situations myself.
# 32: Plan your marketing month
Plan what you are doing this month to market your company. Are you writing a blog, answering questions online, sending out a mailing, updating your website, all of the above? Make sure you schedule things appropriately allowing yourself enough time to get the work finished and spacing the events throughout the month so you don't overload yourself. Also, you can cross-market to build your audience. Your Tweet could read "Don't miss this month's special offer in our Newsletter, Sign up now!" Multiple touchpoint marketing should reinforce itself, increasing the visibility of your company.
# 33: Where to Network?
More importantly, Where do your clients network? Because that is where you should be. If you are an accountant do not go to an accounting society event to get business. Go there for contacts and vendors. If your firm serves the construction industry then find those organizations. You will be the only accountant in the room. A much better ratio for you to find potential clients. Look at the Encyclopedia of Associations, which is available in reference libraries. NOTE: Not all libraries are reference libraries; usually only the larger ones in an area are, so call ahead and ask.
# 34: Is there a path for your visitor to follow?
I'm on the site for 3.5 seconds. What do I want to do? There are 5 choices in front of me. Is it a clear decision? Is there a path to the information I need? This is hard because people need different levels of convincing. Usually as the item price goes up, the complexity of the sale increases, and the amount of information necessary to review for the sale to move forward also increases. How do you plan for this? Try looking at this book "Web Copy That Sells." It is a good place to start.
# 35: Newsletters
Newsletters are a great way to put yourself in front of your client base and let them know what you have been doing, industry news, what is on your mind and what is coming up. They take some time and effort but can easily be streamlined by using a service if your industry supports one. Design professionals can also do most of the work for you as well.
# 36: Referral Partners
When building your business you need to identify your referral partners - those who can refer business to you and whom in turn you can send business back to. The partners that you can form this dual direction referral exchange with can sometimes even be viewed as extensions of your company. When treated well, these people will become a great source of clients for you. Ask yourself what is in it for them? Give it to them and they will become loyal partners in business.
# 37: Milestones
From your annual marketing plan, you need to define milestones for tracking purposes. Whether they are time or event driven, make sure there is an ability to track progress incrementally and a process of review and revision in place. If you haven't created your annual marketing plan (Tweet #81) and defined your KPIs (Tweet #40) you won't have any reference point to judge the success of your marketing.
# 38: The Buddy System
This is an excellent way to network if you are good at not speaking to the other person very much. You go together and immediately head in opposite directions when you get to the room. During the course of the night you look out for opportunities for each other and introduce prospects back and forth. You are acting as each other’s walking testimonials.
# 39: Link Check
It only takes a few minutes. Go to http://validator.w3.org/checklink and check your site for broken links. This can bring down your rankings with the search engines and be extremely annoying to your visitors. Have your webmaster clean up the situation. OR go to this great little site: http://www.dead-links.com. It will allow you to check your entire site by simply entering your domain. Check it out!
# 40: What is a KPI?
KPI stands for Key Performance Indicator. It is a specific marker or goal determining the success of a project. In marketing, you might have several KPIs, for example number of visitors to a website might be the first, followed by conversion rate, then by actual sales made from conversions. This would determine the cost of acquisition of a customer. It is important to specify the KPIs at the beginning of the project so you can make sure they are tracked throughout.
# 41: What do you want them to do once they arrive at your site?
Why am I here? What am I supposed to do? Once a person hits your site you have approximately 2 seconds to keep them or lose them. You need to decide what you want them to do once they arrive and lead them down the path to a goal.
# 42: Signage: Sometimes the Truck Says It All!
Have you ever seen a truck that looks like a sign shop threw up on it? There is everything including the kitchen sink on there. I saw as much content as was on their website! Who is going to read all that at 60 MPH? Keep it simple: logo, tagline, phone or website. Most people will not have a pen handy so the phone number must be catchy, or the website should indicative of the product.
# 43: Refer a Friend
Make sure you include a “refer a friend” link on your email blasts. I know I will send useful information to others in my network as a way of staying in touch and provide value with minimal effort. People appreciate that you are thinking about them. Now do you know anyone who would appreciate receiving the Brand Tweets? Of course you do. So what are you waiting for?
# 44: Weeding Out
Checking for all out of date materials on your site is critical to keeping your site fresh and relevant. Look for "Last updated on …" or current events or in the news article that have past their prime. What about upcoming events from 2 years ago? Placing these sections on your site also places a commitment on you to be a regular provider of updates. If you don't have the time or want to do this, then don't add that kind of section to your site.
# 45: What is your USP?
Your USP or Unique Selling Proposition is a result of your market position (See Tweet #55). It is the core benefit of your company, service, or product. It is the culmination of your market research. What is your USP? What sets you apart from the competition in such a way that no one can touch your offering? Can you offer a quality guarantee? Can you remove all barriers from buying? Can you provide a money back guarantee? Do you believe in your USP?
# 46: The Card Dealer
We've all met this guy. He is dealing out his cards faster than blackjack in Vegas. Don't be that guy. Have a conversation and if it makes sense, they will ask for your card. If they don't, then you ask for theirs and they will reciprocate.
# 47: To show, or not to show?
Where should you be showing off your stuff? It seems like the general biz expos are falling by the wayside in favor of targeted shows and other venues for interaction with markets. Companies with a very specific target market can do very well using trade shows to build brand awareness, make industry contacts and monitor trends. Trade shows aren't for everyone and I would advise you to take a season and go to every relevant trade show and ask the competition how things are going. Inevitably they will say great but gauge for yourself the floor traffic, the attitude of the crowd etc. then for the next year you can develop a trade show operating plan. The initial costs are high but the prep before and follow up afterwards is essential for success. Make sure you have people and systems in place to maximize your ROI.
# 48: What are Keywords?
Keywords are an index term, subject term, subject heading, or descriptor, in information retrieval. They are a term that captures the essence of the topic of a document. The proper use of keywords is essential for indexing your information whether it is an article, website, web page or news item. This is how potential clients will find you online based on their search terms.
# 49: A Question of Quality
I have had small business owners tell me to design something for them and they want to print it out on their desktop printers. I generally advise against this for anything other than forms and letterhead. Even letterhead should be printed professionally and then run through a desktop printer for a letter. It really makes a difference when you do it this way. It is the proper way of doing it because it looks professional. Don't think you are fooling anyone, you are not; your printer really isn't that good. Something so minor and simple can change people's opinions of you and hurt your brand image. On a per piece basis, it is always cheaper the have it done professionally than to do it yourself.
# 50: Minimize THREATS
Outside forces often threaten a business. Sometimes we can do something about it, sometimes not. Look for threats you can mitigate either through planning, insurance, or a change in business strategy. Some common ones are: having a single client who represents over 20% of your income, not having a Business Owner’s Policy, Errors & Omissions Policy, or other necessary insurance coverage, or being weighted too heavily in one industry. Look at external threats and deal with them before the problem becomes real.
# 51: Spel cHek Anyonee?
Please spell check your copy for the website and all your marketing materials. It sounds obvious but you have no idea how many typos I have found on websites. Improper grammar is also a challenge. Don't just run a spell check, it won't identify misspelled words from (form) other correct words. It is worth saying this twice.
# 52: Announcing...
Using email-marketing announcements are a great way of drawing attention to an event, new product or service, award, or just about anything. The key is in the images and copy. Do they generate interest? Excitement? Do they make your recipient want to respond? If not, it hasn't done it's job, which means you haven't done yours. Get a copywriter to create some sizzle. Make sure your list is up to date and eliminate bounces. Check that your list is the correct one for the message.
# 53: Define your Target Market
Before you do anything you need to define whom you are selling to. If you don't know that then how can you craft an effective message? How can you figure what your value proposition will be if you don't know what the potential client base needs and wants? Get a clear picture in your mind of the end user. How old are they? Men? Women? Rich or poor? Interests and hobbies? Places they congregate? Organizations they belong to? When you have a clear picture, go find ten people to sit in a focus group and give you their opinions about your product or service. It takes time but it is time well spent.
# 54: Networking Dress Code?
It depends on your industry and the group or firm, but a good general rule to follow is to dress one step above the rest of the people you will be with. If you are unsure? Wear a suit. It NEVER hurts to overdress. Human beings are visual. If you dress well you will be taken more seriously. Seems shallow, I know, but that is how we behave.
# 55: Positioning: Why should I buy from you?
Are you going to make my life easier? Are you going to make me rich? Are you going to help my business succeed? Is everyone going to be jealous of what I’ve got? Why do I want what you are selling? Once you figure me out, you will make the sale. If you solve my problem, you make the sale. Come on, convince me you are the only one for me.
# 56: Exploit OPPORTUNITIES
Opportunities are the candy in the store window. Choose carefully and follow up earnestly with those that seem worthwhile. Not all opportunities are a good thing, be selective and you will be better off in the long run.
# 57: NOT MySpace
Unless you have a product or service that directly sells to the teenage/twenty-something market, I would stay away from this site. It is entirely playtime for the very young. If you do target that market, make sure you spend a lot of time researching how the community communicates.
# 58: Where the hell do I click?
Making site easy to navigate is essential in retaining visitors. If they can't quickly and easily locate the information they need, they will go somewhere else. The attention span of your visitors is extremely short. Make sure when you design your site it provides your visitor with a direct link to where they want to be.
# 59: The Handshake
Strong eye contact, a firm (but not crushing) grip and a single pump works best in new encounters. An open, honest face, with the hint of a smile welcomes someone. Men, traditionally it is the woman who should offer her hand first, otherwise do not offer yours first. I do not know how much this relates to those 40 and under, they seem to be much more informal but those with business experience understand this implicitly.
# 60: Shore up WEAKNESSES
Weaknesses are often created when we don't have someone on our team with a particular skillset or area of expertise. It is a hole in our abilities. Either find someone with those skills, or develop them in yourself. Beware! No matter how motivated you are, there is no one who can do it all. We all need help sometimes. It can also be a blindspot in hiring. We tend to hire people who are similar to ourselves because we are comfortable with them. We need to think about complimentary skill sets.
# 61: Online etiquette: CC
It is proper online etiquette to cc anyone you are referencing or quoting in an email. It is a courtesy to that person, so they know you are speaking of them.# 62: What are the benefits of the benefits
So now my printer knows that I like to play with papers and varnishes what else can he say to me about this new printer that will make me sit up and take notice? By printing on both sides in one run we can save valuable production time and get the job to me without all the nail biting and worry on my part. The new printer can also use the new soy based inks and if we use post consumer recycled paper the job can get a "green" stamp of approval making me the first designer in town to go green. I can sell that to my clients and that makes them look good to their customers and all of us happier. Think through YOUR features, trace their benefits and then to the benefits of the benefits. They usually go deeper, to the real meaning of the reason a person buys, peace of mind, comfort, satisfaction, altruism, status, some kind of benefit that rings true deeper in the person. Sell that rather than features.
# 62: What are the benefits of the benefits
So now my printer knows that I like to play with papers and varnishes what else can he say to me about this new printer that will make me sit up and take notice? By printing on both sides in one run we can save valuable production time and get the job to me without all the nail biting and worry on my part. The new printer can also use the new soy based inks and if we use post consumer recycled paper the job can get a green stamp of approval making me the first designer in town to go green. I can sell that to my clients and that makes them look good to their customers and all of us happier. Think through YOUR features, trace their benefits and then to the benefits of the benefits. They usually go deeper, to the real meaning of the reason a person buys, peace of mind, comfort, satisfaction, altruism, status, some kind of benefit that rings true deeper in the person. Sell that rather than features.
# 63: Brand all your communications
Look over all your marketing materials. Do they have a consistent look? Is their messaging consistent? Is logo placement consistent? Attention to the details is essential for maximum impact. Take a look at one client's brand and note how no matter what you are looking at it resonates with brand consistency. http://www.pmw.net/branding/branding_05.html
# 64: Joining groups online
Joining groups is essential on Linkedin and Facebook. Here you can read what others are takling about, answer questions and demonstrate thought leadership. It is the first real step towards growing your reputation on these social networks. It also exposes you to new people with similar interests and allows you to build your network.
# 65: Does your website sound like you?
What is your corporate climate? Does your website sound like your salespeople? Do your salespeople sound like you want them to? Correct language, grammer, and spelling are essential but they only scratch the surface. You realy need to find your own voice in the copy so people can connect with you personally. Use language that is genuine and reflects you, your company and culture.
# 66: Politics and Religion?
I have seen many people who normally are very Politically Correct drop a phrase here and there that let's you know their politics or religious beliefs. People get very intense about politics and religion. I find it can change the tenor of a relationship. It can put people off, especially when networking where you are in a "First Date" situation. This is not an appropriate time to discuss either subject. Get to know the person a bit before jumping into those turbulent waters.
# 67: Build on STRENGTHS
In your SWOT Analysis you want to reflect on your strengths and see how you can leverage them to take advantage of the opportunities available. "Getting everything you can out of all you've got" by Jay Abraham is a great book to reference. Read it and see how you can maximize your strengths.
# 68: Brand your Holiday Cards
REMINDER: Now is the time to get Holiday cards printed allowing enough time to for mailing. Hanukkah begins Dec 12th. I hope you have thought of a great design for the holidays! Or if you just have an idea we can help you execute it! It is a great opportunity to brand yourself, get in front of your market and make them think of you and your company in a positive way.
# 69: What are the benefits of the features?
Now that you have thought about the features lets talk about the benefits. Can you think of three benefits for each feature? How does a feature help the client? A classic example is the printer who comes to me praising the new Zarkon 4000 digital printer. "It is an 8 color press, can print on both sides in the same run, can run a job in half the time enabling me to get twice the work done!" Why do I care that he can now book twice the work. It effects his bottom line not my job quality. Now if he had mentioned that it handles all those specialty papers I like to use to get different effects in my designs or the fact that the extra color slots can be used for differnet varnishes to get interesting effects; I might be listening closer. He knows all of this but hasn't gone from the conversations with the Printer salesman and translated those features into benefits that I, the client, can easily understand. That is the difference between a blank stare and engagement. What benefits him does not necessarily benefit me. What features benefit your client? If a feature doesn't benefit a client then drop it. It is a useless feature.
# 70: Brand your bills
One of the last things a client sees is the bill. You want to remind them of who you are and it is a great opportunity to cross sell them on other services and or products. You want them to know it is you doing the billing so they can remember the excellent service you provided. This is a selling opportunity.
# 71: LinkedIn
All business all the time. This site for business people is there to connect those looking to brand their business online, develop personal brands, find a job, post a job, or do some research for that next sales meeting. Groups are there for you to connect to based on interest and geography. A must stop on the Web 2.0 social network.
# 72: Does your site reflect your business goals?
Business needs change with the market. You may find yourself slightly altering your tactics to respond to a customer's needs or requests. After a couple of years you might even be in a whole new business. I knew a person who started out as a computer training facility, then offered hourly computer time for people to use their space as a general office. Next thing they knew they were getting calls asking if they could print documents for people who would normally just come in and use their facility to do it. Now short run printing is their specialty. It is imperative that their website reflect these changes and be able to sell their business.
# 73: I got these cards... now what?
Preparing for networking is understanding that you need to take action immediately after the event. Make sure you send out a follow up email within a day or two of the event to anyone you spoke with. Add in some details of your conversation so that they will remember who you are, because they also met a number of other people too.
# 74: Goal Setting
Defining your marketing goals is critical to success. Be very specific in your goals. I want five new clients in two weeks doesn't cut it. Remember you need to test and track, respond and change to tweak the process until the plan starts bringing in the quantity and quality of leads you desire. Break down the process to it's components and make KPIs for each part. Dissect the process to find out exactly where you are losing them. If you say I want to start an email campaign, the call to action is go to website. Website has squeeze page with a sign up and your list is 1000. You want to get 50% opens and from those opens you expect a 50% click through. Of those who reach the squeeze page you expect 20% to sign up. That means that you want 50 people to sign up for this product from this campaign. Each of these items are trackable and once you get the results the next email will be tweaked to increase the response. There are many ways we can do this. Split testing is one, multiple subject matter to determine reader interest is another. Remember Test and measure.
# 75: Are you listening between the lines?
The larger, non-spoken context within which all face-to-face communication takes place provides a truer picture of the speakers intent. Every conscious or subconscious behavior in the presence of another is suffused with meaning without which all verbal communication would be ambiguous. Non-verbal communication includes pitch, speed, tone and volume of voice, gestures and facial expressions, body posture, stance, and proximity to the listener, eye movements and contact, and dress and appearance. Research suggests that only a 5 percent effect is produced by the spoken word, 45 percent by the tone, inflexion, and other elements of voice, and 50 percent by body language, movements, eye contact, etc. How well are you listening?
# 76: What are your features?
It is important to know what features matter to your client. What is it that brings them to your door looking for your product or service? What are the benefits of your features?
# 77: Review your Capabilities Brochure
Is it crammed with type? Does it relate to your website? Is there a call to action?Does it reflect not only what you do but what you do different? Does it communicate the essence of your business? There is a lot that needs to go on in an effective capabilities brochure. It isn't something you want your secretary to throw together. It is a marketing tool that is a primary contact point with potential clients and therefore can tip the balance between getting an assignment or not. You really need to put your best foot forward and communicate effectively who you are, why I should care, and why I need to act on this information. In short you need professional copywriting, impactful design and quality printing to make an impression.
# 78: Facebook
I like facebook a lot. You can connect with old friends and be somewhat casual. You can also use it as a tool to reconnect them to what you are doing in your business. You never know where your next lead or client will come from. You can also look up people with the same interests and it is easier to friend them than on Linkedin.
# 79: Look at your information hierarchy
Does your website make sense? Is it easy to follow? If not, it's time to rethink your navigation. People don't want to click too many times to get to the information they need. Make your website easy to navigate by keeping the most accessed information close to the main page. How do you know what that information is? Go to your web stats package and it will show you who is going where on your site and how long they are spending there. Then it is a simple matter to adjust th accessibility.
# 80: Five minute conversations
Maximize your time at a networking event. Talk no more than five minutes to each person. If you are finding that a relationship is starting to form spend a few minutes more and schedule a follow up meeting. Exit discreetly by telling the person that you don't want to monopolize their time. If you know someone else at the event introduce them and allow them to continue the conversation.
# 81: Are you poised for growth in 2010?
Planning is essential for your successful marketing program. If you do a little of this, and a little of that without planning it is akin to putting on a blindfold and going for a walk. You never know where you will end up and what pitfalls you will stumble upon. Are you going to stumble through 2010 or are you going to take your blindfold off and map your way to success? PMW.net can be your GPS for the trip.
# 82: What are you listening for?
"What are you listening for?"
Listening to people's words will tell us their needs and help us to introduce them to others that can provide solutions. We also listen for signs of interest in our products. We listen to understand their point of view and to assess their needs and receptiveness to our offering. When you think of ALL the ways you can help another person you become much more valuable to them. That includes thing other than your own self interest. When you do this, both parties will look favorably on you and will be more likely to think of you the next time a need for your services occurs. It also makes you a valuable resource in their minds. It also feels good.
# 83: Your Brochure Says What?
Spell check your brochure and all your printed materials. Your reputation is on the line. Then show it to several literate people. Make sure the copy is correct. Spelling, Grammar, and Punctuation! Don't just use your spell check. Read it and make sure everything is correct. Your reputation is on the line. It is worth saying this twice.
# 84: What's in a Business Card?
Take a long look at your business card. Is it memorable? Does it stand out? As the first impression of your business, is it up to snuff? You know what they say about first impressions. Tell me about a great business card you've seen. It has impact, is memorable, and embodies your first brand experience of that company. If the card was memorable, the chances are that the conversation was memorable. The card triggers the memory. That is how a great business card works. It disrupts your normal pattern and makes you take a moment and notice it. Call me if you need a business card evaluation.
# 85: Why an E-Newsletter?
This is a great way for you to consistently stay in front of your network. It does take time and energy to maintain, but it is well worth the effort You need to develop a steady stream of content that your clients will want to read. They will quickly unsubscribe from your emails if they do not think the content is worth it. If you provide high quality, relevant content it will position you as a thought leader, enhancing your credibility and sphere of influence.
# 86: Review your homepage
What does it say to your visitor? What is the call to action? What will the visitor do once they arrive? Remember you only have a few seconds to capture their attention before they move on. Make those seconds count! Otherwise the first thing they will do is click onto another website.
# 87: Make a Networking Goal
Do you set a goal for networking? If not you should. Deciding to have a relevant conversation with ten people in a two hour event is an achievable goal. Spend most of your time listening. Immediately after the event, (even in your car) tape down the business cards to a sheet of paper allowing enough room for notes and jot down as much as you can remember about the conversation. Then you can take the notes back to the office and have something meaningful to say in your follow up.
# 88: Sometimes it hurts to get S.W.O.T.ed
Performing a SWOT analysis on your business can be painful and revealing if you are honest with yourself. It can also help you strengthen your company quickly by allowing you to recognize your weaknesses and begin to correct them. Plan to counter any threats. Build on your strengths and focus on opportunities. You must be willing to change and even ask for help if necessary to make the change.
# 89: Where are you positioned?
The act of positioning your company in relation to your competition is an act of separation. You want to distance yourself and become beyond any competition. You want to excel in some fashion to such an extent that any counter argument made by your rivals will wash away like water off a duck's back. Who are you and what makes you unique? Use it to your advantage.
How do you differentiate yourself and your business?
# 90: Prospect Focused Copy
It's funny. When we talk to someone about our business we talk about how we change things, how our product or service touches those around us. Why is it then, when we sit down to write our brochure, we turn it around and start listing features. Focus your copy on the reader. What will they want to see to peak their interest? How are you going to engage them? What would they want to hear?
# 91: Look at Your Logo
Your logo is the cornerstone of your Brand. It is the focal point of your communications. It is the doorknob onto which we hang our brand memory. It needs to represent the essence of the business. It does NOT need to have a vacuum cleaner in it if you clean houses, or a car if you are an auto repair shop. It needs to represent your style, attitude, and view on your business or life. What does an apple have to do with a computer? Nothing. Is it an effective brand? Yep! Why? because they know what their brand is about and stick to it in every touchpoint. That reinforces what they are, and now Apple does mean computer. Don't get hung upon the literal, think from a higher level. Strive for essence, not description.
# 92: Email Signature File
This little piece of real estate can mean so much in your brand arsenal. You use email every day -make sure you get creative with it to make yourself memorable. Also a great tool for streamlining repetitive emails.
Send me an email with your sig file to show me how you are branding yourself!
# 93: When was the last time you updated your website?
From a business person's perspective you want to review your website content annually or at a major business occurrence: change of address, addition of a service or product, a new direction for the company, etc. It is a business tool and if someone goes there either after meeting a member of the organization or from a search query you want to make sure the latest and most relevant materials are present and the proper marketing message is in place.
# 94: Why Network?
Networking serves several purposes. First, as a vehicle for acquiring new clients. Second, to raise brand awareness, company awareness or a salesperson's reputation. Third, a great resource for vendors and services. And lastly as a social function.
Where do you go to network?
Why do you network?
# 95: What can you do for me?
Position all your communications from the point of view of your reader. I am selfish. What am I getting from you? Why should I waste my time reading this crap? Intrigue me, entice me, tease me, but never bore me because then I will toss you in the trash. You got one chance to sell me. Don't bore me with your claptrap. Give me something I want!
How do you focus your communications on giving the reader something of value?
# 96: Online Etiquette: ALL CAPS
THIS IS THE WAY SOMEONE WHO IS WRITING ONLINE LETS THE READER KNOW THEY ARE SCREAMING AT THEM! Please avoid all caps at all costs and make your email communications more effective.
What are some online faux pas that bother you?
# 97: Why Should I Care?
Guess What? I DON'T CARE ABOUT YOU! If this bothers you then get out of business because it is the reality we all deal with. You need to convince me why I should care. What are you going to do to change my life so I will want to change my behavior and buy from you? Have you demonstrated value? Have you provided enough emotional, intellectual and visceral information to me to compel me to make a change? Human beings hate change and here you go thinking that you are going to make me do something different, well I don't want to do something different. Make me. Be sure to write from the customer's perspective when creating your messaging.
What do you do in your banding to convince potential clients to choose you and change?
# 98: Who are you?
You have moments to catch the attention of a prospective client. Make the most of those precious few moments. Hire a copywriter and make sure they capture your message, spirit and tone. Make sure the voice says what you want, the way you need it said. Make sure the graphics POP! You only have a moment to make a brand impression. What do you do to capture attention for your company?
# 99: The Elevator Speech
Practice this one until it is perfect. How do you know it is perfect? When they ask for more because they are intrigued. Make sure it is customer focused, solutions focused and you will have a better response than bragging about how great you are. If it is appropriate make it fun and memorable. Always play with it and change it. Never let it get stale. Any cool tips on elevator speeches?
# 100: Hey! Are you listening?
The power of listening cannot be underestimated. It is critical to your success. It shows respect for the other person, an honest engagement. It will turn into sales for you too.
