Marketing

Finish Strong, but Start Stronger

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We have all read so much information about finishing the year strong. Finishing strong is admirable and should be a goal for any business owner or leader. However, STARTING off strong should also be our focus. With just a few days left in 2016, our focus should now be shifting to how to start off strong and remain focused in 2017.

I believe in the power of momentum. What is in motion, often stays in motion. This is why morning rituals are so critical. It is often a predictor of how you spend your energy the rest of the day. The same theory applies with your year. Plan the first quarter of your year now, if you have not already. Create an undeniable momentum and see how your year takes off.

Below are 6 recommendations on how to start your year off STRONG in marketing your business or organization:

Develop Your Theme: Even if you don’t externally promote your theme for the year or the quarter, you should have it as part of your marketing plan for your or your team to remember. Having a meaningful theme helps to focus marketing efforts. Anything that does not help build or sustain your internal theme should be considered random acts of marketing. Discover your vision for the year, develop a theme that everyone can quickly remember and put your energy toward your theme.

Create Boundaries: This is a big one for me. I’m learning this as I’m type this blog. But I year 2017 written with sparkles, silhouette of a boy jumpingcan also write about it because I’ve experienced the detrimental effects when a business owner or leader does not create boundaries. In 2017, decide the type of boundaries you need to have a more successful and less stressful year. Will it require saying “no” more often? Refusing to work with certain clients that drain your time or energy? Creating specific work hours or days? One boundary I was proud of this year, is that I said no to work on Sundays. I broke that rule once and I felt horrible and somewhat resentful toward my client. She didn’t know and it was not her fault. It was up to me to establish that boundary. What are those things that brought you stress? Discover how to create boundaries around those issues.

Know Your Leads: If you are not focusing on leads, then you are not focusing on growth. Leads are your prospective clients or customers. Develop a plan on how to turn your leads into clients. Often we are so proud of our prospective clients or our followers, but we are not thinking strategically about how to turn them into loyal clients or customers. It is also important to know how long it takes your typical lead to make the decision to convert to a customer or client. For some industries and businesses, it may be just a few minutes, for other industries it may take several weeks. Normally the higher the risk or cost, the more time it takes to convert them. Know this and develop a plan.

Test and Measure: ROI (Return on Investment) is important. Sometimes it is difficult to measure, but think about what you can measure that will show some accomplishment or movement of some key goals. Marketing or branding is often hard to measure ROI, however, there are components that you can measure depending on your goals. For example, you may measure how your mailing list grows or the analytics of your newsletter. Are more people opening or clicking on the articles? How many people are calling per month? How many people have attended or visited your business or organization?

Don’t Discount… but Add Value: This was also a hard one for me. Discounts are sometimes necessary or can spark activity. However, don’t get into a perpetual cycle of discounting. This diminishes your value and sets the wrong expectations with your clients and customers. Some professionals never discount their services, the same with some products such as Apple. But, making sure you have value propositions is important. You can’t stand your ground on no discounts, but not add any significant value. The better you are, the more you KNOW how good you are, the fewer discounts you need to give.

Brainstorm Big: I LOVE brainstorming. When I meet with my clients, they will often hear me say “I’m just thinking out loud, you may not like this…” Brainstorming is not meant to perfect or right, but to expand your mind and take you down different paths. If something doesn’t feel right to you or you need a breakthrough….start brainstorming. I encourage you to kick off your year brainstorming and exploring the possibilities with your business or organization.

I hope this gets you started on a phenomenal year! Yes, end your year strong and do everything you can to feel proud of how you said goodbye to 2016. But don’t get too caught up on 2016. One of my favorite scriptures is Isaiah 43:18: “Forget the former things; do not dwell on the past.” Or another version says: “But forget all that–it is nothing compared to what I am going to do.” (NLT). The future is bright. Enter into 2017 with great expectations for your business or organization.

The Power and Purpose of #hashtags

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Hashtags are a popular and effective marketing tool in social media.  However, so many people focus on being clever and cute with hashtags that they often ignore the power and strategy in using them.

The purpose of a hashtag is for your content and brand to be discovered.  It helps to create a commPower of the hashtagunity and pull other like-minded individuals and interests together. For example if you are a personal trainer and you use the hashtag #fitness on a picture – you will attract others that are interested in fitness. Hashtags used strategically can expand your brand, audience and your content… and remember… content is KING.  If you are going to market effectively, you must have content..and you must have content others can find.

Below are some reminders on using hashtags.

1.) Keep it simple:  We have all seen the long hashtags that either gets misspelled or we have to read and review a few times before we retype it.  Just like taglines, for a hashtag to be effective, it must be memorable and easy to use.  It is okay to create unique hashtags for your business or organization, but it also should be memorable and easily repeated. If it takes time for people to “get it” or “understand” the hashtag – then you are diluting your brand.

2.) Use trending hashtags: If there is a trending hashtag that relates to your business or organization, don’t be afraid to use that hashtag and join in with energy and trend.  You can find trending hashtags each day, several times a day on Twitter.  By using this strategy, someone may discover your organization or movement.

3.) Use it everywhere:  If you have a hashtag specific to your business or organization, be sure to use it everywhere and encourage your team and audience to use it, as well. You want people to understand your brand and spread the word. Use it in your posts, website, signature, etc.

4.) Don’t use too many: Using too many hashtags, as many often do on Instagram and Twitter, will dilute your interests, your focus and your message.  It is often seen as spam, as well.  Try to think strategically about your hashtags and keep it within 3-5 hashtags.

Hashtags, if used strategically, can expand your brand and amplify your content.  Take some time to think about your audience and who needs to see your content and use your hashtags #strategically.

Recharge Your Marketing at the End of the Year

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I absolutely love celebrating the new year!  It is a great time to refocus andPlanning2 recharge, both professionally and personally. However, depending on your business or industry, marketing at the end of the year can be challenging. Below are a few suggestions for year-end marketing and how to get a jump on your new year.
Plan, plan, plan –  This is a great time to plan (and dream) for 2016.  Find time to get away by yourself or with your team and brainstorm on what you want to accomplish next year and begin planning it. There are a variety of marketing strategies and items you can be planning, ranging from content to advertising to social media.  For example, if you have a blog or podcast, now is a great time to plan out your content for at least the first half of 2016.
Trends – What are the top trends for 2016 in your industry?  As you are planning, think of how you can maximize that knowledge.  Perhaps as an article that you pitch to the media or as a blog on your website.  Establishing yourself as a thought leader by discussing trends is a great marketing and client development tactic.
Lessons – The end of the year is also a great time to review the year and highlight the lessons learned in various industries.  Not only can you discuss the future and what is to come, it is also a great time to review what happened and the lessons learned.
Recycle content that works – Highlight your top ten posts, blogs, videos or quotes.  Often people are busy and tired at the end of the year, so this is a great way to still promote and market. Take a step back during the last few months of the year and re-evaluate your top-performing pieces of content. Recycling content or repackaging it in a new way can be a great way to get more out of what you’ve already produced. 
Surveys – Do you know what your audience is thinking about?  Were they pleased with your company or organization?  What are THEIR goals for the new year?  What disappointed them in 2015?  Take this time to KNOW YOUR AUDIENCE – a critical piece to any marketing or client development plan.
New Year Gifts – If you missed getting cards or client gifts out for Christmas, you can also reach out for the New Year.  This is a great time to reconnect with clients and find out what they are working on for the new year.
Remember… the end of year and the new year are excellent times to refocus and market your brand, your organization or company. If you need assistance with your marketing strategy for 2016, please contact me at [email protected]

Does Your Organization Have Raving Fans?

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I had the wonderful privilege of visiting the corporate headquarters of Chick-fil-A yesterday.  As we all know, this company, from top to bottom, sets the bar for exceptional customer service. It was both an honor and overwhelming to take in all the wisdom that was shared regarding their philosophy on honoring others and providing excellent client service.  Each philosophy was steeped in spiritual nuggets and life truths.

Transferring all that wisdom and knowledge into another business model can be challenging, however, it is absolutely

necessary if you want to grow your business/organization and differentiate yourself in the marketplace. If your entity is struggling to grow, take a look at how you and your staff provide service to visitors and clients.

It is easy to think that if you have a great product or service, client service is not very important.  This is unequivocally wrong.  I have seen many small business owners think that because they have a great service they can be rude or not take good care of their clients. Having a great product, service or worship experience may create a satisfied client or member, but it will not guarantee a raving fan.

According to the NY Times, did you know that 83% of satisfied customers will not tell others about your service or product.  This is not a raving fan.  A raving fan will pay full price for your service and then run and tell others about it.  How many of your clients and customers are doing that?

Raving fans directly affect the bottom line of an organization.  If you are not systematically finding ways to create them, you are leaving money and resources on the table.  This is not an easy process.  It requires you and your staff to go above and beyond . . .every single time. It requires you to see your business/organization from the eyes and needs of the client or customer.  It is also critical to create emotional connections and know the real needs of your clients. In addition, creating raving fans is more than great customer service, it is providing the client/customer/member with more than they expected.

What is that one thing that could differentiate your business and service?  Something that shows you have gone above and beyond their expectations?

If you are not creating raving fans or providing exceptional client service, please allow me to help you implement this in your marketing strategy.  Contact me and let me help you connect the dots

The Key Factor for Any Marketing Plan: Are You Adding Value?

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Developing and implementing a strategic marketing plan can be difficult. There are so many variable and challenges with developing a clear strategy and consistently implementing the marketing strategy.  Also, marketing encompasses so many different areas and platforms, it can be hard to keep up.  However, if you focus on one major question while developing your marketing strategy – “how can I add value?”

This is not the same type of value that is discussed in accounting or on spreadsheets.  Added value in marketing is something your business or organization can offer to your customers that is of high value to them, but of low cost to you.  What are some things that you can easily do or produce that is of great value to others not in your field?

Don’t overthink this or make it too complicated. A few examples: if you are a hairstylist, it could be your top 5 recommended hair products.  If you are a trainer, it could be a video on the proper way to do a sit-up. An accountant may offer a free audit or proper way to maintain your records throughout the year.  There are a myriad of things that you could offer your clients, depending on your business. The key is to develop the list and add new value-adds often.

When you develop a list of value-adds for your skill, profession, service or product this adds an extra level of value to your business.  It also makes you competitive with the next business in your industry.

Another key reason to develop value-adds: Loyalty. You want loyal customers that trust you immensely.  This creates repeated business and new referrals.  However, the key to this is to really know your audience and what they want.  Too often this is a fundamental flaw in marketing and business plans – knowing your audience.  Join me for my next podcast as I discuss the importance of targeting your audience.

Below are just 3 basics in developing your value-add list:

  1. Know your audience and what they want or are curious about.
  2. Make a list of things that you know or have that won’t take much energy or money for you to share or create.
  3. Develop a fast and easy way to distribute or give your value-add.  If its complicated to get it, this will turn your customers away.

Finally, don’t be afraid that you are giving too much knowledge or your secrets away.  Of course you want to remain competitive and gain new customers, so there needs to be a balance.  However, trust in the law of reciprocity – you will reap what you sow.  When you sow into people and your profession, the harvest will return to you.  Don’t lead out of fear or greed.

If you need assistance with your marketing and business development strategy, or simply need help connecting the dots with your current plans, feel free to contact me!

The Myths of Marketing

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If you ask ten people the definition of marketing, you are sure to get ten different responses.  Most people don’t quite understand it or assume that it is only “creating a logo” or “selling your service or a product.”  However, marketing encompasses a myriad of topics, ranging from strategy to establishing mission and vision statements, to client experience and service, to branding, to sales. Below are some common myths I frequently encounter when discussing marketing:

  • Myth:  People assume that if they have “enough” clients – they don’t need marketing.

Truth: A large part of marketing is uncovering needs, interests and the burdens of your current clients in order to get more work or purchases from them.  Being too comfortable with your current clients and not actively engaging them and growing them is dangerous to your business growth. What other needs do they have that you are not currently meeting? How can you add more value to your current audience, customers and clients? There is always more…great marketing will always uncover other needs of the client.

Businessman writing e-marketing terms

  • Myth: All my business comes from referrals, I don’t need marketing.

Truth: Yes, most business does come from referrals. Referrals are critical to growing and sustaining any business, which is why client service is very important as part of your marketing and growth plan. Do you have a plan on how to convert a happy customer into a referral?  We can’t assume that just because a client/customer likes your work does not mean they are telling others about your work or business.  Are you keeping track of your referrals during “down times” so that they will keep referring your business.  Don’t ignore your referral network.  They are valuable for your continued growth. A great marketing plan will include your referrals.

  • Myth: Social Media doesn’t affect my marketing.

Truth: Social media has the power to create or break a brand, depending on well or poorly your social media plan is executed.  Admittedly, social media may not always be the determining factor in landing your next customer or client, but it can validate or invalidate you or your company with a potential client who is still deciding whether to hire you. Developing a good social media plan is critical for any brand, organization or business and does not require a large budget, just focused intention and planning.

  • Myth: Marketing is simply advertising.

Truth:  Advertising is only a slither of what a marketing professional does or may only be a small part of a marketing plan or budget.  In fact, most marketing departments work with advertising professionals that are much more talented and focused on the dynamics of advertising.  Marketing creates a strategy on what to do with advertising and how to convert advertising into business.  Developing a good ad is only one piece of a much larger puzzle.

  • Myth: I have a logo and a website. I’m done with marketing.

Truth:  I cringe when I hear someone narrow down their marketing efforts to simply a logo and a website, when actually a logo and website is just the beginning. Marketing is about consistently creating and promoting great content and images to engage your target customer.  It is creating a story with your logo and website. It is building a brand. This is done through a variety of channels. Is your website designed in a way to increase traffic and the customers you are seeking?  Does your logo convey the top 3 words of the brand you wish to create?

  • Myth: Marketing is sales.

Truth: Wrong!!  I kinda chuckle when I hear sales people assume they are marketers because they know how to sell or when marketers assume they know sales. Different strengths are required for each. It is important for marketing to do its job effectively so that the sales team can come in and close the deal.  If you are having a difficult time closing deals, it could be because of a lack of effective marketing.

These are just a few common marketing myths that I encounter regularly. Do you see or hear yourself in any of these myths or assumptions? If so, please contact me so that we can discuss your marketing and brand. I would love to help you “connect the dots.”

Why Content Is King!

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Gone are the days when marketing was merely about a great logo and a catchy tagline.  Marketing has gotten smarter and more demanding.  It asks more questions and looks deeper into the strategy and process. Clients and customers want content. They want to know what can the company do and how can the company add value to their business.

Marketers are now challenged with a savvier way to offer and present content to its clients and prospective clients. There are definitely challenges with this, including the simple challenge of time. It takes time to create content, the right content, and present it your audience.  The following blog posts will focus on few key ways to create content:

Re-purpose a presentation.  Professionals are often asked to present or speak at conferences and seminars. Often when the conference is over, the presentation remains on the computer or folders. However, there are undoubtedly some key points that can be expanded to create a blog or article.

After every speaking engagement, the presenter should make it a point to spend 30 minutes writing a short article about some key points in the presentation.  This could be used on a blog, article, discussion post on LinkedIn and various other platforms.

The Connection: Never let a presentation rest. Make it your goal to use it at least 3 additional platforms.