This column first appeared on RIMOFTHEWORLD.net on December 20, 2010.
I have to admit my personal New Year’s resolutions for 2011 are the same as they were in 2010—lose weight; save money; be a better wife, mother, daughter, grandmother, neighbor and friend. I long for the day when I achieve my nebulous goals so I can draft a fresh, new list.
When it comes to business, I find it easier to establish innovative objectives. So please allow me a departure from my usual column-format to share what I believe to be the top 11 marketing strategies for the New Year:
1. Public Relations
Admittedly, I might be prejudiced, since this is my field. But I maintain the single most important tool in any entrepreneurial chest is public relations. After all, PR is about projecting a positive image, so it is universally applicable.
But how should you approach PR in 2011? Perhaps counter-intuitively, to market in the modern era, you need to return to an old business stand-by: the press release. Retooled as a Social Media Release, this approach remains the single most effective way to boost Search Engine Optimization. Because you can select keywords for each release and post to an online newsroom, Social Media Releases are far superior to the standard press release model.
2. Email Marketing
Although some pundits predicted that social media marketing would replace the use of this time-tested tool, don’t expect email marketing to go away. It is still the best way to reach your target market. In 2011, make sure you’re using the new tools provided through most email marketing companies, such as surveys, bounce-reports and social media tie-ins.
3. Social Media
For those of you who were waiting for the demise of social media, it’s time to give up the ghost. We’re living in a brave new world where Facebook, Twitter and LinkedIn are as much a part of the landscape as business cards and email addresses. So, if you have somehow managed to avoid setting up a social media account for your business up til now, do so in 2011.
My family and I finally caved in and purchased the new TiVo Premiere. I am blown away by our newfound ability to watch YouTube videos on our living room television set. We no longer have to crowd around a PC to access music videos, podcasts and MP3 files. The drawback to this type of technology is that the inferior quality of amateur videos now stands in sharp contrast to professionally-produced commercials and short films. So hire a professional to write, direct and post videos that have the potential to go viral.
5. Promotional Marketing Items
Everyone loves gifts…even you. So don’t underestimate the value of providing people with nifty trinkets that show you care while promoting your brand. Unless you’re rolling in the dough, think simple and cheap. Favors can be very inexpensive—something as simple as pen with your logo on it, a pin or sticker, or an individually wrapped chocolate. For just a few pennies per item, you will make a great impression.
Don’t stop at giveaways. Use every available opportunity to build your brand online and in the real world. Make sure your logo and slogan appear on everything from your email signature to the sign outside of your shop.
7. Website Strategies
If you haven’t already done so, convert your website so it no longer functions merely as an electronic brochure. Shoot for an update that encourages website visitors to interact instead of passively peruse.
8. Direct Marketing- Knock on More Doors in the New Year
The shine is off the penny for teleconferencing and Go-to-Meetings. Since, by now, most businessmen and women understand how to navigate the world of the webinar, to stand out in 2011, you will need to abandon all things electronic and at least offer to give your clients some face-time.
9. Support your Community
This topic is so important that it actually merits its own column. So we’ll cover it more in detail in time. But suffice to say it is imperative you support the businesses located adjacent to your own. Buy local and encourage others to do so. Join the Chamber of Commerce. Volunteer to serve in leadership positions wherever you are able.
10. Do Pro-Bono Work
Again, this is critical. So we’ll discuss the topic more in future posts. Demonstrate your personal commitment to support causes that matter. Pro-bono work shows that you care about more than your own bottom line.
11. Have Fun
Try not to take yourself too seriously. Try to remember why you went into business for yourself in the first place. If you aren’t having any fun, it will show in your product or service. And if you take steps to make changes in 2011, you might be able to come up with a new list of business resolutions for 2012. Happy New Year!
Until next time, I’ll be Bowling for Business.
Tags: bounce-reports, branding, direct marketing, email marketing, have fun, interactive websites, mountain marketing group, New Year's Marketing Resolutions, PR, pro-bono work, promo items, public relations, SEO, social media press releases, social media tie-ins, surveys, YouTube
I don’t think I’ve ever seen a more depressing movie than Pay it Forward.
Spoiler Alert: Although the premise of doing things for the sole purpose of making the world a better place to live is one I support, I wish the screenwriters would have framed the story in something other than the murder of a 11-year-old cherubic everyman played by Haley Joel Osment when he was still adorable (before his voice changed).
With that said, paying it forward is worthwhile not only in Hollywood but also in the real world…especially in business. The general idea is to selflessly give to three people without expecting anything in return. Then, the three people you help should do the same until the impact is felt in large scale. It’s a small but revolutionary idea. And I can’t think of a better time than the holidays to give it a try.
I propose you use whatever line of work you are in to pay it forward in your own little corner of the world. If you take the time to open your eyes, you’ll discover that opportunities abound. And they come at several different price-points:
One of the services we offer at Mountain Marketing Group is ghost-writing for social media accounts such as blogs, Twitter, Facebook and LinkedIn. Our goal is to build a foundation and then teach our clients how to build on it by maintaining the accounts on their own. Although many choose to retain us in lieu of riding solo, most enjoy the process of learning how to provide industry-specific, valuable content to the folks in their target market.
But we usually have to repeat our social media strategy numerous times before it actually starts to sink in. Experts in my field agree the ultimate goal of social media is to contribute and engage instead of directly selling. But providing something for nothing is counter-intuitive to savvy business professionals who generally measure success by terms like ROI and “the bottom line.”
Like it or not, we are living in a brand new world, where we can no longer pretend we have cornered the market on anything! The Information Superhighway has made it necessary to honestly represent your offerings. But don’t worry; sharing information will not make you irrelevant. On the contrary; you will emerge as a leader in your field. For example:
- If you sell soap, write blogs about secret ingredients and tools of the trade. Don’t worry; you won’t reveal anything that isn’t already posted online.
- If you teach Latin, tweet key phrases and uses for the dead language.
- If you make blankets, provide Facebook status updates when fleece and flannel go on sale.
According to a September 2010 Study by Pew Research, 54% of people conduct online research before buying anything…regardless of whether they end up making the actual purchase in the real world or in Cyberspace. So providing information to fuel their inquiries is a great way for you to pay it forward.
On a Limited Budget
Use some of your profits to fund a charitable organization. While I can’t show you a ledger to prove the value in contributing outside of your own firm, I can personally testify to the benefits (both personal and financial) of paying it forward by giving. Since we are near year’s end, perhaps the idea of donating is a tad more attractive now than at other times? Whatever it takes, go with it. Put your money where your mouth is.
The Sky’s the Limit
Sponsor a charitable event. Since sponsorship usually comes with PR-related perks like corporate attribution and public acknowledgment, some may argue this is not a true “pay it forward” activity. But I maintain you are paying it forward whenever someone else is the beneficiary of your benevolence. So select any organization that makes sense to you.
Call the executive director to set up a meeting so you can determine the needs and availability of the organization. Now more than ever, non-profit groups are in need of folks to pay it forward. According to SiloBreaker, due to the recession, donations to our country’s 400 largest charities declined this year by 11%. And that figure is even more depressing than fictionalized homicide.
Until next time, I’ll be Bowling for Business.
Tags: Bowling for Business, bowling on a budget, Marketing For Free, Marketing on a Limited Budget, marketing when the sky's the limit, mountain marketing group, Pay it Forward with clients, PR, return on investment, ROI, Social Media, social media marketing
This column first appeared on RIMOFTHEWORLD.net on February 28, 2010
While I was growing up, my best friend, Lori, and I used to play in the woods near her home in a small rural suburb of Denver. We would leave her house in the morning and stay out all day, trying to make it back home before dark. But sometimes, our vivid imaginations would carry us away, causing us to lose track of our play-time curfew. On such occasions, when we finally arrived at Lori’s house, we were greeted by her very unhappy mother, who had quite a set of lungs for a woman of such an advanced age. (Everyone seems old when you’re in grade school. At the time, Judy was all of 28.)
To try to ward off the lectures, Lori and I manufactured elaborate cover stories on our way back to her house. On one such occasion, we told her mom that we had been kidnapped by factory workers at the abandoned DuPont factory in Louviers. An impressive sleuth, Judy somehow saw through our tall tale and promptly called my mom to ask her to pick me up. Lori and I learned a valuable lesson that day. No matter how creative the spin, a lie is a lie.
As a public relations practitioner, I try to disassociate myself with unscrupulous folks in my field who have yet to learn the message. Popular culture portrays us in shades of gray, with television shows like Spin City and SPINdustry and movies like Thank You for Smoking and The Hoax. The prejudice can probably be traced to our predecessor P.T. Barnum who had a knack for finding and exhibiting people, animals and a range of oddities, many of which were hoaxes, such as the infamous Feejee Mermaid.
But leaders in our field know that the only way to successfully pitch anything is to make sure all promotions are based firmly on the truth. Wikipedia defines Public relations (PR) as the practice of managing communication between an organization and its publics, which gains an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement.
What sets PR pros apart is our knack at taking any given company or individual’s reputation, activities or incidents, and reinterpreting them from the Point of View (POV) of the client to the POV of the intended target market. A timely case study of this is the recent public relations’ nightmare faced by SeaWorld Orlando. Global news coverage started shortly after the attack when an animal trainer drowned after being dragged underwater by a 12,000-pound killer whale during a show called (of all things) Dine with Shamu.
Further complicating the incident is the fact that Shamu is the name generically used for the killer whales at the theme park, according to Steve Baker, president of a theme park consulting and management company called Baker Leisure Group.
Shamu is the SeaWorld icon. Shamu is SeaWorld.
So how do you convince potential park guests that Shamu won’t dine on them? I believe the order of the day for SeaWorld is honesty. Dennis Speigel, president of International Theme Park Services, Inc., a management consulting firm, concurs,
The big task (for SeaWorld professionals) is to be honest with the public and the media as they conduct their forensic study on why the accident happened, because that will determine how SeaWorld is perceived in the future.
If I were on the public relations team for SeaWorld, the first order of the day would be the prompt removal of the tagline currently posted on the Dine with Shamu section of the theme park website. “It’s exclusive. Intimate. And unforgettable.” no longer seems appropriate. It will be interesting to watch the actual SeaWorld PR team in the weeks to come. No doubt they’ll be pulling out all the stops to get SeaWorld back on track. Tools at their disposal include the same ones your company or non-profit group can employ.
Dust off your phone book and call an editor to introduce yourself. If you take time to get to know their editorial needs (without wasting their time in the process), they might give you an idea or two for potential coverage. The most important advice I can give you about press relations is to learn to be a resource instead of a pain in the neck.
And, on June 15, the Public Relations Society of America’s-Inland Empire Chapter, is hosting a free event, Speed Consulting at the Speedway, for businessmen and women in need of pro-bono PR.
On a Limited Budget—
Hire a freelancer to write a press release about a new product or event you want to promote. Then, subscribe to a free or low-cost electronic press release service such as E-Releases, I-Newswire, BusinessWire, PR Log or PR Newswire. The social media releases we post get clicked an average 215 times. Those clicks lead to valuable press coverage.
The Sky’s the Limit—
Hire an agency. Only a trained public relations professional will be able to skillfully speak on your behalf, work with the media, handle crisis communications, manage social media and oversee effective employee communication. And that’s not spin.
Until next week, I’ll be Bowling for Business.
Tags: Baker Leisure Group, Bowling for Business, bowling on a budget, Business Wire, Dine with Shamu, Dupont Factory, E-Releases, Feejee Mermaid, I-Newswire, Inc, inland empire, International Theme Park Services, Kathy Bowling, Louviers, non-profit pr, point of view, POV, PR, PR Log, PR Newswire, PT Barnum, public relations, public relations nightmare, Public Relations Society of America, rimoftheworld.net, SeaWorld Orlando, Speed Consulting, spin, Spin City, SPINdustry, Thank you for smoking, The Hoax, wikipedia