I have to admit I am addicted to Twitter. I love following folks from around the world. I can talk hockey to a fan in Canada, get advice from an entrepreneur in London and live vicariously through a hilarious travel writer in Minneapolis. That's what makes it so much fun.
I also realize the power social media offers entrepreneurs and small business owners. Used strategically, methodically, consistently and proactively, social media tools like Twitter, Facebook, Linked In, YouTube, Digg, Reddit, Delicious and other sites can drastically improve your position as an expert in your field, connect with your ideal clients, educate you on current issues and even secure new projects. That's if you are treating it like any other marketing tool.
That means setting goals, short-term objectives, key metrics and deadlines for the social media sites you plan to incorporate into your marketing plan. Just as you would create a plan for your advertising, you should do the same for your key social media platforms. And just as you measure your return on investment in advertising, the same holds true for social media, although instead of counting dollars you could measure awareness, comments, clicks or direct messages,... Just beware of relying on followers, fans or connections to determine how well your plan is succeeding. Not all followers are the same; some people just want to increase their numbers without any intent to provide quality content.
By being strategic about your social media activities, you can drastically reduce the amount of time wasted online and increase awareness for your business.
Monday, December 13, 2010
Friday, October 29, 2010
Are you boring people?
If you are like me, you read a lot of blogs, articles, ezines, white papers and all sorts of other things. I hate to say it, but most of what I read is, well, boring.
Here are some ideas for writing a story that connects with your clients.
1. Write about what interests you. More importantly, write about the benefits you produce that will interest your potential client.
2. Be passionate. Allow your emotions and excitement shine through all of your marketing strategies. Be authentic, be yourself and your story will never be boring.
3. Know who you are speaking to. If you target a specific industry, speak their language so people feel comfortable with you and welcome you as part of the community.
4. Make your points. It is imperative to have a core message of three to five points that you want your audience to hear and remember. Make your points east to understand and retain. Stay positive and keep it simple.
5. Be clear and concise. Even if the benefits or solutions you are offering are complex, you must find a way to be succinct and crisp.
6. Know when to wrap it up. What is your attention span? What is the attention span of your audience? When in doubt, keep it short and sweet.
Here are some ideas for writing a story that connects with your clients.
1. Write about what interests you. More importantly, write about the benefits you produce that will interest your potential client.
2. Be passionate. Allow your emotions and excitement shine through all of your marketing strategies. Be authentic, be yourself and your story will never be boring.
3. Know who you are speaking to. If you target a specific industry, speak their language so people feel comfortable with you and welcome you as part of the community.
4. Make your points. It is imperative to have a core message of three to five points that you want your audience to hear and remember. Make your points east to understand and retain. Stay positive and keep it simple.
5. Be clear and concise. Even if the benefits or solutions you are offering are complex, you must find a way to be succinct and crisp.
6. Know when to wrap it up. What is your attention span? What is the attention span of your audience? When in doubt, keep it short and sweet.
Wednesday, October 27, 2010
Networking how-tos
Like most business owners, I struggle with the whole networking thing. I know I should do more, but when will I find the time? I am nervous about going into a networking group alone. I don't want to come off as pushy, manipulative or fake. Most of all, I don't want to waste my time - time I could be using to complete client work.
I found this great article on businessinsider.com titled "How to Network Like a Pro." Here are some suggestions from the experts.
1. Be visible. You have to get out and network with new people. You simply can not run a business from behind a computer screen. Even with all of the online networking, you must still leave your office and venture out into the real world and network.
2. Build solid relationships. This is what networking is all about. In order to gain new clients, they must know, like and trust you. The easiest and most effective way to do that is to build a solid, authentic relationship.
3. Diversify. Networking only within your industry is like fishing in a small barrel. Mixing up your networking events gives you connections to a variety of professionals who may be great referrals for you. If you mainly attend professional association meeting, try attending a business networking breakfast or a chamber event.
4. Maintain. You must consistently reach out to those people you have connected with at a networking event, even if they can not help you immediately or may not be a potential client. Follow up after an event, send thank you notes, forward articles of interest, invite them out for coffee. Find some way to stay in contact.
5. Give back as much as you can. Find ways you can help. Allow your new relationship to grow before you ask for something.
What suggestions do you have? What are your best networking tips? Which networking events do you attend? Head over to my Facebookpage and share your best advice.
I found this great article on businessinsider.com titled "How to Network Like a Pro." Here are some suggestions from the experts.
1. Be visible. You have to get out and network with new people. You simply can not run a business from behind a computer screen. Even with all of the online networking, you must still leave your office and venture out into the real world and network.
2. Build solid relationships. This is what networking is all about. In order to gain new clients, they must know, like and trust you. The easiest and most effective way to do that is to build a solid, authentic relationship.
3. Diversify. Networking only within your industry is like fishing in a small barrel. Mixing up your networking events gives you connections to a variety of professionals who may be great referrals for you. If you mainly attend professional association meeting, try attending a business networking breakfast or a chamber event.
4. Maintain. You must consistently reach out to those people you have connected with at a networking event, even if they can not help you immediately or may not be a potential client. Follow up after an event, send thank you notes, forward articles of interest, invite them out for coffee. Find some way to stay in contact.
5. Give back as much as you can. Find ways you can help. Allow your new relationship to grow before you ask for something.
What suggestions do you have? What are your best networking tips? Which networking events do you attend? Head over to my Facebookpage and share your best advice.
Monday, October 25, 2010
Marketing must-dos
With all of the demands on the time and attention of solo entrepreneurs, marketing your own business often falls to the bottom of the to-do list. But without consistent and proactive promotions of your services, you will soon find yourself scrambling for new clients.
Here are some simple must-do items to promote your business. Best of all, they are free to implement.
1. Set aside time for marketing activities. This is non-negotiable. You must block out at least four hours a week, preferably an entire day, to focus on nothing but promoting your services and benefits. You will notice drastic results once you put your business first, so mark it down on your calendar and watch your business soar.
2. Develop your business story. Your unique story describes who you are, what you do and why your are so passionate about your business. Your story is more than a sales tool. It encompasses your vision, values and passion and creates an instant connection with your clients. Your story can be used to create unique selling points and key messages.
3. Understand your ideal client. Getting really clear on who you want to work with will determine where you spend time networking, what your key messages will be and the best methods of communication.
4. Limit networking activities. I know this sounds counter-productive, but focusing on just a few great networking events- events where your ideal clients will be- is the best way to maximize your time and efforts. I have seen too many people waste hours at events with no prospects and no payoff. Do not fall into this trap.
5. Utilize social networking sites. Treat social networking sites as you would regular, face-to-face events. Be strategic and picky about which sites you invest your time. Select one or two sites and really take advantage of the opportunities to connect with clients and build a community of like-minded individuals that share your values and could benefit from your services.
6. Be seen as an expert. Find a way to stand above the crowd by creating a blog or producing an e-zine that explains what you do, offers solutions to your client's problems and lets you be seen as an expert, while promoting your services and business.
7. Create a team. Find a handful of other entrepreneurs who can be guest posters, comment on your blog posts, start (and add to) Facebook conversations and support your marketing efforts. This team works to promote each other and support the marketing efforts of each member.
By focusing on your business for just a few hours a week and incorporating even a few of these tips into your marketing strategy, you will attract more clients and create a constant buzz for your business.
Here are some simple must-do items to promote your business. Best of all, they are free to implement.
1. Set aside time for marketing activities. This is non-negotiable. You must block out at least four hours a week, preferably an entire day, to focus on nothing but promoting your services and benefits. You will notice drastic results once you put your business first, so mark it down on your calendar and watch your business soar.
2. Develop your business story. Your unique story describes who you are, what you do and why your are so passionate about your business. Your story is more than a sales tool. It encompasses your vision, values and passion and creates an instant connection with your clients. Your story can be used to create unique selling points and key messages.
3. Understand your ideal client. Getting really clear on who you want to work with will determine where you spend time networking, what your key messages will be and the best methods of communication.
4. Limit networking activities. I know this sounds counter-productive, but focusing on just a few great networking events- events where your ideal clients will be- is the best way to maximize your time and efforts. I have seen too many people waste hours at events with no prospects and no payoff. Do not fall into this trap.
5. Utilize social networking sites. Treat social networking sites as you would regular, face-to-face events. Be strategic and picky about which sites you invest your time. Select one or two sites and really take advantage of the opportunities to connect with clients and build a community of like-minded individuals that share your values and could benefit from your services.
6. Be seen as an expert. Find a way to stand above the crowd by creating a blog or producing an e-zine that explains what you do, offers solutions to your client's problems and lets you be seen as an expert, while promoting your services and business.
7. Create a team. Find a handful of other entrepreneurs who can be guest posters, comment on your blog posts, start (and add to) Facebook conversations and support your marketing efforts. This team works to promote each other and support the marketing efforts of each member.
By focusing on your business for just a few hours a week and incorporating even a few of these tips into your marketing strategy, you will attract more clients and create a constant buzz for your business.
Friday, October 22, 2010
How to be seen as an expert
If you are are new to your business or just looking for a way to gain visibility, then being seen as an expert in your field is an invaluable way to earn trust, gain respect and increase attention to your business.
Before I tackle the "how" to be seen as an expert, I have to first say this very, very important thing: You can not be seen as an expert if you are not already an expert. This is not about lying about your qualifications, tricking people into believing you know what you are doing or stealing from true experts to make it look like your own material.
This is about promoting the amazing gifts, talents and experiences you currently have so potential clients benefit from your knowledge and becomes aware of the services you provide. No trickery, lying or fabricating allowed.
Below are some tips for being seen as an expert in your field.
1. Write for an online magazine, blog or other site where people come to read quality articles filled with solid content. Sites likeEzine Articles, Self Growth and Women on Business are great places to be seen by a wide variety of people looking for information on your industry.
2. Speak to local organizations or civic groups. There are tons of groups, like Rotary, Kiwanis and Optimist Clubs, that need speakers for their weekly meetings. You can get a list of social clubs from your local library. Send a quick email and/or postcard with a list of presentation topics on which you can speak for 10-20 minutes.
3. Provide answers to questions on LinkedIn Answers. People ask questions on a special section of LinkedIn and anyone can answer those questions. If your answer is selected as the best solution to the question, then you receive a point. The more points you have, the more you appear to be an expert on that topic.
4. Publish white papers, ebooks, podcasts, ezines and videos full of great content that provides a solution to a problem facing your ideal client.
Incorporating just one of these tips into your marketing plan will greatly increase your visibility and help you be seen as an expert in your field.
Before I tackle the "how" to be seen as an expert, I have to first say this very, very important thing: You can not be seen as an expert if you are not already an expert. This is not about lying about your qualifications, tricking people into believing you know what you are doing or stealing from true experts to make it look like your own material.
This is about promoting the amazing gifts, talents and experiences you currently have so potential clients benefit from your knowledge and becomes aware of the services you provide. No trickery, lying or fabricating allowed.
Below are some tips for being seen as an expert in your field.
1. Write for an online magazine, blog or other site where people come to read quality articles filled with solid content. Sites likeEzine Articles, Self Growth and Women on Business are great places to be seen by a wide variety of people looking for information on your industry.
2. Speak to local organizations or civic groups. There are tons of groups, like Rotary, Kiwanis and Optimist Clubs, that need speakers for their weekly meetings. You can get a list of social clubs from your local library. Send a quick email and/or postcard with a list of presentation topics on which you can speak for 10-20 minutes.
3. Provide answers to questions on LinkedIn Answers. People ask questions on a special section of LinkedIn and anyone can answer those questions. If your answer is selected as the best solution to the question, then you receive a point. The more points you have, the more you appear to be an expert on that topic.
4. Publish white papers, ebooks, podcasts, ezines and videos full of great content that provides a solution to a problem facing your ideal client.
Incorporating just one of these tips into your marketing plan will greatly increase your visibility and help you be seen as an expert in your field.
Wednesday, October 20, 2010
Developing your key messages
Key messages are core points you want to make about your business to a targeted audience and potential clients. These points set you apart from the pack, are memorable, persuasive and help people better understand your business story.
Your key messages are focused nuggets of information that emphasize the benefits you bring to your clients, but they must also be authentic and believable.
If one of your key messages is, "All of my clients double their income after working with me," then you better be able to back it up. Actually, that message wouldn't work because it isn't believable. No matter what statistics you provided, I would think you were full of hot air, so be aware of what you are saying and how you are being perceived.
Developing three to five key messages is vital to spreading your business story in a clear and concise way. All of your marketing materials should express those points so your position is made loud and clear.
A few essential message points gives your business a consistent and authentic way to communicate with potential clients.
Your key messages are focused nuggets of information that emphasize the benefits you bring to your clients, but they must also be authentic and believable.
If one of your key messages is, "All of my clients double their income after working with me," then you better be able to back it up. Actually, that message wouldn't work because it isn't believable. No matter what statistics you provided, I would think you were full of hot air, so be aware of what you are saying and how you are being perceived.
Developing three to five key messages is vital to spreading your business story in a clear and concise way. All of your marketing materials should express those points so your position is made loud and clear.
A few essential message points gives your business a consistent and authentic way to communicate with potential clients.
Monday, October 18, 2010
Building relationships through social media
For many, social media is anything but social. Sitting alone in a room in front of a computer doesn't scream community, but there are ways to build relationships online that could benefit your business.
1. Interact through direct message tweet, retweets, blog comments and Facebook posts. Communication is a two-way street, so take time to get to know your online friends.
2. Ask questions and solicit advice. Create opportunities for people to communicate with you and each other.
3. Reward your followers and fans. Offer discounts on products, preview of a new publication or a special report just for your followers.
4. Be authentic. Post the way you talk and make sure to stay true to who you are. Your ideal client will be attracted to you, so if you are not genuine online, they will not be happy when they work with you offline.
5. Have fun. Let your personality shine through by sharing some personal items with your online community. Find a healthy balance of personal and professional and enjoy building new relationships with your (hopefully) new clients.
1. Interact through direct message tweet, retweets, blog comments and Facebook posts. Communication is a two-way street, so take time to get to know your online friends.
2. Ask questions and solicit advice. Create opportunities for people to communicate with you and each other.
3. Reward your followers and fans. Offer discounts on products, preview of a new publication or a special report just for your followers.
4. Be authentic. Post the way you talk and make sure to stay true to who you are. Your ideal client will be attracted to you, so if you are not genuine online, they will not be happy when they work with you offline.
5. Have fun. Let your personality shine through by sharing some personal items with your online community. Find a healthy balance of personal and professional and enjoy building new relationships with your (hopefully) new clients.
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