Treating social media as a marketing tool

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.

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. 

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.

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.

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.

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.

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.

The importance of a consistent story

The golden rule of marketing is that people have to see your message at least seven times before they even pay attention to what you are saying. 

If you are constantly changing your message, then how will your potential clients ever know what you are saying? If you aren't consistently telling them of the benefits of your services, then how will they know you have the solution to their problems?

Developing your business story is a key component of creating key message points that connect directly with your ideal clients. Telling a consistent story strengthens your brand and helps identify you as an expert in your field.

Best of all, creating a list of key messages means you don't have to reinvent the wheel each time you want to communicate with your clients. Just make sure you don't sound like a broken record by adding personality and creativity to your words. 

Who's telling your story?

Whether you realize it or not, you are telling a story about your business. Question is, does that story accurately reflect who you are, what you do and the clients you serve?

Every page on your website, every sales letter, every elevator speech, even every tweet you send - all of these communications tell the world about your values, attitudes and personality. It is up to you to put forth consistent, accurate and positive messages that reinforce your business story.

So, here is a homework assignment for you.

Pull out all of your marketing tools- anything that a client or potential client sees. Print off your website and any other online tools you use to reach your audience. Take a look at what you are saying and answer the following questions.

1. Is your story being told loud and clear?
2. Is your message consistent across the board?
3. Are you relaying the image your want for your business?
4. Do your core values show up in your materials?
5. Does your personality shine through?
6. Does everything make sense? Are you contradicting yourself or being vague in any area?
7. Are you being seen as an expert in your field?
8. How do things look? Professional or amateur? Corporate or creative (or both)?
9. What's missing? Is there something you know you need or an item that you are constantly asked for but don't yet have a template?

Once you have looked over everything, ask a client or close friend (someone with strong business sense that will provide an honest assessment) to also review your materials. This may be a little scary, and possibly painful, but absolutely necessary.

Take the time to rewrite your materials so your story shines and redesign your tools to best showcase the special skills you offer and attract your ideal clients.

You'll be amazed how much your business will soar once you are the one sharing your business story with the world.

Storytelling with social media

If you are treating social media as an afterthought or a never thought, then you are missing a huge opportunity to reach out to your ideal clients and share your message.

But how in the world do you tell your business story in 140 characters?

You don't. It's not about just one tweet or one Facebook post. It is about a strategic plan that integrates your business story into your marketing plan - a plan that incorporates social media - to reach your clients and achieve your goals.

Treat your social media tools as a vehicle to spread your story, showcase your clients and educate others on the solutions you offer.

The best way to do this is to plan your tweets, posts and comments and make sure you clearly express your key messages and talking points.

Just remember social media is a two-way street. Offer your followers and fans a chance to interact with you and provide precious feedback.

Most importantly, make sure you are telling your story, not selling your story. At least 80 percent of what you offer on social media sites should be content, with 20 percent or less sales and promotions. Nobody wants to follow an infomercial.

Add personality to your posts and value to your tweets and watch your story spread across the social universe.

Do your values rule your business?

For entrepreneurs and small business owners, business values are personal values. Your personal core values define who you are and what you believe in, align your business with your true self, make it easier to identify your ideal clients, establish a powerful voice and provide a clear path for the tough decisions every entrepreneur faces.

It is easy to spot businesses that either don't follow their core values or haven't incorporated those values into their business. Realizing you and your business are not living the values you treasure deeply is often the turning point in business, and life.

Examine your business and life and ask yourself the following questions for each value.

1. How is this value showing up in my business?
2. In which parts of my business is this value missing or weak?
3. How is this value showing up in my life?
4. In which parts of my life is this value missing or weak?

You may find one or two values that are not showing up as strongly as you like in your business or life. This may explain why you are struggling with certain issues or unable to move beyond a particular challenge. You may even see a need to revamp your website, message points or image, or you may realize the need to target another market or offer different services.

Aligning your business is a strong statement of who you are and what your business can do for your clients. Don't be scared to express your core beliefs; it's not sign of vulnerability. Never underestimate the power of being you.

Identifying your ideal clients

Have you given any thought to your ideal client? I know it is tempting to say, "I work with everyone (or anyone)," but getting really clear about your dream client will help you focus your time, energy and efforts.

Take time to envision you ideal client. Get a clear picture in your head and then answer these questions:

• Where do you meet your ideal client for your first meeting? Is it in a coffeehouse? In a boardroom? At the park? At a hip downtown lunch spot?
• What are they wearing? Are they in a suit and tie? Jeans and t-shirt? Casual wear?
• What are you wearing?
• How do you interact during the meeting? Are you talking over charts and graphs? Are you chatting casually with lots of questions exchanged?
• How do you end the meeting? Handshake and business cards? Shake and hug? Quick wave? Fist bump?
• How do you feel after your meeting?
• What is your relationship with your client? Strictly business? Casual friendship? Best friends?

Do you have a better idea of your perfect client?  Identifying your ideal client and understanding your interaction with them can help you clarify your networking activities and streamline your marketing plan.

Measuring social media efforts

If you think social networking sites are impossible to measure, then check out the following sites for tools to track your online efforts.

Google Alerts - Like other Google services, it's free and easy to set up.  You can receive emails daily or weekly with links to articles, blogs and other sites on keywords, like your name and/or your business name.

Google Analytics - Google Analytics can provide a really powerful baseline for a variety of different factors. You can track incoming links and then the activities of the users they send, which can be helpful.

TweetMeme Analytics - Use Tweetmeme retweet buttons on your sites to monitor the performance of the content on your website/blog, find out which user demographics were interested in your content and more.

PostRank Analytics - This suite of tools measures social engagement on other platforms and services. What's nice about PostRank is that instead of just a raw number, you can actually see the messages and comments from other sites that contribute to your stats.

HootSuite - HootSuite is a great Twitter manager but also offers impressive analytics. You can look at daily clicks, referral and regional stats and your most popular tweets from Twitter.

There is no longer the excuse that it's difficult or expensive to track and measure your activities on social media sites. 

What is SEO?

SEO stands for Search Engine Optimization, a way increase the visibility of a website in search engines through organic or unpaid search results (as opposed to Google Ads or other paid methods).

Google has created a wonderful guide to make your website more search-engine friendly. Here are a few tips they provide on improving your website.

Create unique, accurate page titles. The page title is located at the very top of the page and is listed on the first line of search results. You want to accurately describe the page's content, create unique title tags for each page and use brief, but descriptive title. Avoid vague titles, or worse, the dreaded "Untitled" page heading.

Make use of the "description" meta tag. A page's description meta tag provides a summary of what the page is about and should be a sentence or two or a short paragraph. Use unique descriptions for each page. Avoid writing a meta tag that has no relation to the content on the page or using only keywords.

Improve the structure of your URLs. Use descriptive web addresses instead of long, cryptic URLs that contain no or irrelevant words. For example, http://mybusiness.com/resources is better than http://mybusiness.com/folder/18937599742/x1/0000032a.htm.

Offer quality content and services. The easiest and best way to provide fresh content is through blog posts, social media services and forums. Write easy-to-read text, use relevant language and create content for your visitors, not search engines. Avoid inserting numerous unnecessary keywords, having blocks of text that add little value to users and deceptively hiding text from users, but displaying it to search engines.

Google also warns of using "black hat" SEO tactics, like those listed above as things to avoid. Using such tactics could get you banned from Google, and would not be a good thing.

Here is a link to the Goggle SEO Starter Guide. Incorporating even a few of these ideas into your website should help you move up in the search engine rankings.

Nine Steps to Developing a Social Media Plan

Social media is not longer an option for entrepreneurs and small businesses. It is a must. Just as having a website establishes credibility and provides information to potential clients, social media sites like Facebook and LinkedIn do the same thing, as well as show you are in touch with the latest technology and coolest tools.

How does an already overwhelmed business owner add social media to their normal marketing and networking responsibilities without spending hours on the computer, and away from serving clients?

By being very smart and strategic. Here are nine steps to developing a social media plan that enhances your marketing efforts and creates a buzz for your business, without wasting time and energy.

1. Know who you are trying to reach and go where they are. Chances are your potential clients are on Facebook, but how do they use the site? Do they only play Farmville or catch up with family and friends? Or do they use Facebook as a business networking tool? Knowing which sites they use and how they use it will help you customize your posts and online efforts.

2. Be strategic about your posts and tweets. Nothing get you "unliked" or blocked faster than hard selling. Be mindful of the type of posts you write. You want to offer quality content over self-serving comments. Think about articles or information that will benefit your followers while showing you as an expert or leader in your field.

3. Add variety to your communications. Mix your posts between services, products, testimonials, client spotlights, solutions to a problem, questions or market research, quotes, interesting articles and videos, reposts or retweets, blog posts, personal comments, general company information and fun stuff.

4. Set goals and measure results. This is a tough one and something most businesses are not doing with their social media efforts. It is important to know what you want to accomplish and how you will determine success. Will you track the number of followers and "likes"? How about the number of retweets, mentions, comments, interactions or page suggestions? How will you know if your hard work is paying off?

5. Think about interaction and influence, not followers and fans. Would you rather have 500 fans/likes that never interact with you or 50 very active fans that love what you do and engage in your conversation? It is not all about the numbers, but about the level of interaction and engagement.

6. Allow your personality to show through. People want to work with people they know, like and trust, and social networking sites provide a great avenue to show your personality and core values. Don't be afraid to get personal with your posts, just decide how much you want people to know, especially if you decide to talk politics or religion.

7. Integrate your key messages into your online presence. Just because you have 140 characters to get your point across does not mean you abandon your key messages and go off script. You must still speak in the same tone and with the same intent as you would in all of your offline marketing.

8. Be consistent and patient. Give yourself a few months before you decide to make changes. You may need to make a few tweaks before you see benefits. If you get frustrated, consider hiring a marketing or public relations expert to help you with your messaging and help integrate your marketing plan into your online presence.

9. Make the commitment to making social media a part of your workday. Create a schedule and stick to it. Ten minutes three times a day (morning, lunch, before leaving work) should be plenty of time to really make a huge impact online. Use third-party sites like Hootsuite and TweetDeck to help plan your posts in advance and keep personal time online to a minimum.

10. Bonus tip: HAVE FUN.

Taking a strategic approach to your social media will keep you from wasting time online while creating brand buzz and building strong relationships.

Five tips for building relationships through social media

If you are using social media as a marketing strategy to reach current and new clients, set yourself apart as an expert or research market needs, then you need to also be focused on building relationships online.

For many, social media is anything but social. Sitting alone in a room in front of a computer does not scream community, but there are ways to build relationships online that could benefit your business.

1. Interact through direct message tweets, retweets, blog comments and Facebook posts.Communication is a two-way street, so take time to get to know your online friends. This is such an important part of social media, but very few people actually take the time to interact with their friends and followers. Set aside a few minutes each day to network with people in your industry, especially those considered experts in the field. Never have these highly regarded leaders been so accessible. Respond to their blogs and tweets and watch your credibility increase and your net of followers expand.

2. Ask questions and solicit advice. Create opportunities for people to communicate with you and each other. What better way of creating a community than to find ways to bring people together in the name of a friendly debate or unifying to find a solution to a problem. Everyone wants to feel needed and valued, so soliciting comments is a fun way to get people active on your site and invested in your business.

3. Reward your followers and fans by offering discounts on products, a preview of a new publication or an exclusive report just for your followers. Who doesn't want to feel special? Find unique ways of offering benefits to those who are loyal to your business and be ready for a great return on your investment.

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.

While it does take some time and a little bit of effort to build relationships through social media, it is vital to the success of your online marketing plan and overall marketing strategy.

Foursquare still rules (for now)

Facebook Places is just a few weeks old, so the big debate over whether it will cause the slow death of Foursquare is yet to be seen. While both are location-based check-in services, they currently serve very different purposes.

Foursquare is much more business-friendly than Facebook Places (for now). As a business owner, you can offer discounts to anyone who checks into your store or office, reward the mayor of your business and encourage groups to meet at your place in hopes of creating a swarm. Foursquare is more like a game than anything else. The more times you check into a location, the more points you get and the higher rank you receive. You can even see who else has checked into the same location, which leads to the awkward look around the room to see if you can spot the other cool kids playing the same game. Privacy is more secure on Foursquare- only your Foursquare friends know where you are, unless you allow your check-ins to be posted to Twitter and Facebook.

For now, Facebook Places is a novelty being used by a brave few souls. And just like folks tweeting what they ate for lunch when Twitter first rolled out, Facebook Places is just as annoying. Eventually, Facebook Places will be tied into Facebook Business Pages, which opens a whole new level of opportunity for business owners. Until Facebook deals with their trust/privacy issues, Facebook Places will not be embraced by the masses. Who knows if that will ever be settled.

Until then, consider adding Foursquare to your marketing arsenal. It is a fun way to reward customers and is still new enough to be hip and cool. 

Would your business benefit from GroupOn?

I was taking part of a TwitChat on Tuesday with brilliant public relations professionals around the world. It is a fast-past discussion about the hottest topics in the industry. The first question had to do with the benefits, or potential image damage, of using coupon sites like GroupOn.com to promote your business.

The site just had a successful run promoting coupons for a $50 gift certificate to the Gap at a cost of $25 to the GroupOn member. Comments from the PR pros ranged from how to capture names, gain repeat business, provide quality customer service, managing ROI and maintaining brand reputation.

One of the most interesting questions asked was about brand reputation. Does offering such a deep discount hurt the Gap's image? Does the coupon speak to their ideal customers? Can it create customer loyalty? Can this promotional buzz hurt their image and business in the long run? 

Some thought the promotion made them look desperate. Others thought it was a great tool to attract attention and be seen as leaders in the emerging social media field.

I can see both sides. You have to know your ideal clients, what messages work best to motivate them to use your service/product, what gains their trust and loyalty and what turns them off. 

You have to be clear enough with your brand identity or you could really do damage to your reputation, and your bottom line.

For example, the Tennessee Smokies minor league baseball team offered a great discount on GroupOn. For just $20, you received 4 playoff game tickets, 4 hot dogs, 4 small drinks and 4 game programs- a $64 value. 

The brilliant part of the offer is it is only valid for two playoff games, both in the middle of the week; game days that historically would have low attendance. By offering this discount to a limited number of fans on GroupOn, even at a steep discount, they increase the number of people in the crowd. People who have to pay for parking. People who will probably visit the concession stand for more to eat or drink. People who may become new Smokies fans. And people who tell other people about the game and their experience.

So, is it fun to jump on the newest, hottest social media tool. Yes. Is it always the best idea. No. Knowing who you are trying to reach and what you need to say is still the best way of marketing your business. It's just not as sexy.

Trusting your map

I have a funny story for you.

Last Thursday, I headed to Maryville to meet with Linda Pucci. She is a master at getting people unstuck and getting rid of limiting beliefs.

Who knew my learning would start on the drive to the meeting.

You see, I had been to Linda's before, about four years ago. She lives in the country, at the base of the Smoky Mountains. It is beautiful. I had programmed my phone to give me directions, but instead of trusting MapQuest, I questioned it. I thought I knew better than the map. In the end, the map was right. I was wrong. And I was late.

Hmmm. Where else is that showing up in my life?

Turns out, I am doing the same thing with my marketing plan. Instead of following my plan, I tend to question it, change it, and flat out ignore it.

With the same results. Lost. Confused. Overwhelmed. Late.

Trust your roadmap and keep moving forward. Lesson learned.

Oh, and enjoy the ride.

You can't do it alone

A few weeks ago, I jumped in the car and took a road trip to Atlanta with three of my favorite, and most inspirational, female entrepreneurs to attend a seminar on mindset.

While the seminar was amazing, it was the three-hour car ride that still resonates with me. We each took turns talking about “stuff” we are facing. It helps so much to have a strong support system, especially if you work from home in isolation.

The concept of a mastermind group is still pretty new to me. I managed to read about a fifth of “Think and Grow Rich” by Napoleon Hill last fall. I never really put much stock into it, but the more I keep running into the same challenges, the more I realize I can’t do it alone.

Having a strong support system is an invaluable tool for any business. Just as every new venture needs a plan, every entrepreneur needs a group of honest, caring, bold colleagues to hold your hand while simultaneously kicking your butt.

We are not meant to be solitary creatures. And that goes for your business, as well. To be successful in any industry, you can’t do it alone.

Six tips to creating a business that means something

Stop a minute and think about the impact you have on your clients and the industry you serve. Are you presenting yourself as a leader in your field, full of great ideas and providing valuable resources to everyone who comes your way? Are you making a difference in the lives of the people you meet, either online or in person?

Sure, the goal of every business is to make money- we have bills to pay after all, but what if our goal was to make a difference in the lives of every person we meet, no matter if they are clients or not? What if we made such strong connections with those we "talk" to that they would miss us if we were gone?

Shouldn't that be our ultimate goal?

Here are some tips to create a business of value and appreciation.

1. Be generous with your knowledge. Sharing real solutions to the problems facing your niche market is more than just a great marketing tool, it shows you care enough about your clients' success that you are willing to help them for free. While some people may take advantage of your generosity, many will be impressed at your efforts and will remember your kindness when they are ready to hire someone.

2. Give more than expected. Someone may have hired you to design a website, but why do just the basics? Showing them how to create content that improves search engine rankings or giving them ideas on how to keep the site fresh provides your client valuable tools to succeed in their business without feeling nickel-and-dimed by someone more interested in making a profit than providing great service. What additional treats can you provide your clients that exceeds their expectations?

3. Be authentic. This should be a given. Doing anything to gain a client or saying anything to be seen as an expert does not benefit your business or your legacy. People want to work with honest, caring, genuine and authentic leaders, not someone willing to ignore their values for the sake of money.

4. Invest in the success of others. If you really care about the success of your clients, not just so they will keep you on the payroll, but because you believe in what they are doing and truly enjoy watching them grow and thrive, then become devoted to their business.

5. Share your mistakes. Let people learn from your failures so they do not have to go through it themselves. It does not make you look weak or stupid to admit you made a mistake, it makes you human. It is how you handle those mistakes that expose your true character.

6. Show your fun side. All work and no play make you easy to forget. Add personality and character to your business efforts to make it easier for clients to connect with you and enjoy the relationship.

Incorporate a few (or all) of these tips into your business and see how your clients react. I bet they will appreciate your efforts and tell others about your great work. Best of all, your business will mean more to them than just another invoice.

How to tell an interesting story that connects with clients

Having a story for your business is a vital component of any marketing plan for entrepreneurs and small business owners. How else do you set yourself apart from the competition, create an authentic, positive image for your business and emphasize the benefits you, and only you, offer to your clients?

It is not enough to just develop a story, though. You must be able to express that story in a memorable and persuasive manner, in a way that will relays your key messages to your ideal clients and makes a strong, powerful connection. Oh, and it has to be interesting.

That may sound like an impossible task, but studying great storytellers can offer insight to get you started.

1. Write about what interests you. More importantly, write about the benefits you produce that will interest your potential client. Talk more about the "after" photo than the "before" photo. People care more results than the process. (How else do you explain hot dogs?).

2. Be passionate. Allow your emotions and excitement shine through all of your marketing strategies. This is your business, your brainchild, your blood, sweat and tears. Expressing your passions for what you are doing will resonate with your ideal clients and bring them closer to you. If you are a very emotional, passionate person and you do not allow that to come through as you network and promote yourself, then how will clients react when they work with you? 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. If you are crystal clear on your ideal client, then you will have no trouble speaking directly to their heart in a way few other businesses can.

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. Do not try to make more points than that. You will become overbearing and your listeners will not be able to focus on what you are saying. 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. Most importantly, you must be able to support your claims, especially if you are new or have had tremendous results. You only get one chance to make a first impression, and you do not want that impression to an arrogant liar.

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. If you have followed the above tips, then the impact you can make in just a few short minutes will benefit your business tremendously.

You have a short period of time to connect with your ideal client. Developing an interesting story that present you and your business in a positive light is an easy way to be remembered and set yourself apart.

Free stuff from Authentic Communications

Just a quick note about all of the free stuff I have to offer on other sites.

Authentic Communications website
- Develop your business story
- Develop your business story presentation
- Using social media to build a buzz for your business presentation

Ezine Articles website

Women on Business blog

Facebook Business page 

Twitter: @authenticbuzz

Authentic Buzz bi-weekly enewsletter

I hope you will check out these sites and let me know what you think. I'd love to hear from you.

Kristina

YOU- The Brand

I recently came across an article in Fast Company from August 1997 on branding. It had a huge impact on me when I read it three years ago, and even as I glanced over it again today, the article resonates with the services I provide entrepreneurs and small business owners.

Here is a link to the Fast Company article, The Brand Called You.

Whether you are an entrepreneur, small business owner, or work for a large corporation, you are your own brand. There is no real "company man" these days; those workers who join a company out of college, spend their entire career working for same company, then retiring at age 65 with a full benefits package and the gratitude of the corporation. Doesn't exist.

These days, you have to market yourself and your skills no matter what you do or where you work. You have to make yourself stand out and provide value to your employer and clients. You have to brand yourself- You, Inc.

The first step to branding yourself is to ask, "What makes my product or service different from the rest?"

Take the time to really think about what makes you stand out. Is it your personality? Your experience? Your passion? Your history? Whatever it is, it must not only make you light up, but must inspire and arouse potential clients.

When branding yourself or your business, everything you do reflects and relays the message of your brand. How you answer your phone, how you respond to emails, how you conduct meetings, how you dress, every method of contact with potential clients communicates the value and character of the brand.

Take time today to evaluate the brand called YOU and see how you are being perceived. In a world where everything we wear, drink, eat, drive, own and want is a brand, how can you strengthen your brand and gain the attention you deserve?

Building a Buzz on Twitter

I'm often asked by small business owners and entrepreneurs if they should be using Twitter for their business. They seldom like my answer, mainly because I respond with a series of questions.

"What is your goal for using social media?"
"Who are you trying to reach?"
"How much time are you willing to spend each day on social media?"
"Do you want to use Twitter, or feel like you 'should' use Twitter?"
"Are you willing to get out of your comfort zone and make a commitment?"

There is no doubt Twitter is a great tool for some businesses. A recent study by Chadwick Martin Bailey and Imoderate Technologies found 67 percent of Twitter followers are more likely to buy at least one brand since becoming a follower and 79 percent of followers are more likely to recommend at least one brand since becoming a follower.

The study also found Twitter followers want to be "Brand Insiders." They have shown their loyalty and willingness to spread the word about your business, so it makes sense they want to be rewarded for their support.

Here are some tips for using Twitter to create a buzz for your business.

1. Offer inside scoops, special, discounts, coupons and other incentives exclusively to you followers
2. Ask for help or ideas
3. Solicit ideas
4. Publish solutions, useful tips and fun facts
5. Comment and retweet to recognize and acknowledge followers
6. Answer tweets, but resist the urge to sell
7. Participate in conversations
8. Thank people for following
9. Join Twitter chats to be seen as a leader in your field and learn from other experts

Incorporating just a few of these tips will greatly increase the amount of buzz generated about your business. Just remember to be consistent and have patience. Most of all, be yourself and have fun.

Teamwork can move mountains (and move your business over mountains)

I'm from a really small town where the must-attend events of the year are the county fair and Christmas parade, which is why word spread fast of a super generator being hauled through town last Sunday.

The generator is 365-feet long, 22.2 feet wide and weighs 795,000 pounds. It takes up the entire two-lane road it must travel from its beginning point in east Knoxville to St. Paul, Virginia, not an easy route considering they have to cross over Clinch Mountain.

Again, two paragraphs into my blog post, you are asking, "Kristina, what the heck does this have to do with my business?"

Okay, here we go. Moving this massive piece of machinery from point A to point B takes a lot of planning, research, public outreach, community support and teamwork.

Each member of the move team has a job. If one person doesn't perform, this multi-million dollar generator could run off the road or injure someone.

Imagine the lead driver trying to maneuver the 56 axles without help. (I have no idea what that means, but I know he can't do it alone). Imagine not clearly communicating with the utility companies that have to raise the power lines and light signals.

So, there. That's it. No one works in a bubble. Even as solo entrepreneurs, we need to ask for help, offer support, build a team of people who can hold us accountable and inspire us to be our best, communicate clearly our needs, wants, services and solutions.

Imagine this generator is your business. Who do you need to join you in moving your business from point A (where you are now) to point B (where you want to be)?

Now, go. Move the impossible. With the right team, nothing can stop you, not even mountains.

Integrity- in or out?

I have had a difficult time this week getting excited about work. I look at my to-do list, and there are a few things on there I just dread. Not surprisingly, those items have been on my list for several weeks.

I realized it was time to come clean. There are several things that I must do to move forward. I realized I am out of integrity with several people and tasks. This is the week I clear the slate.

It's not only to-do items. It is time to let go of a few clients- clients I no longer want to work with on projects that are draining my time and energy. This is a difficult decision, but so necessary. I am not giving them what they need or deserve and not being of service to them or myself. Being a "yes" person, I am not looking forward to the conversation explaining why I have let go. I guess this is an opportunity to learn and grow.

My long list of "out-of-integrity" items includes things like home repairs, spring cleaning that desperately needs to be done, writing long overdue thank-you notes and returning items to their rightful owners. I'm also going to take the time to tell people how special they are and what they mean to me. I think too often we overlook the power of just saying "thanks" and "your amazing" to those close to us. We assume they know it. It doesn't hurt to tell them every once in a while.

While I am not looking forward to the hard work it will take to mark off all the items on my list, I am looking forward to a lighter load on my conscience. I hope it frees up some of the energy I need to keep pushing my business forward.

How about you? What can you do this week to free some of your lost energy?

Remembering those who serve

It's Memorial Day- a day to remember all of those men and women, past and present, who serve this country and risk their lives each and every day.

I read this article in the New York Times yesterday about female Marines in Afghanistan (see link below). It moved me so much. I hope you take the time today to give thanks to those who have sacrificed so much for our freedom.

In Camouflage or Veil, a Fragile Bond

Putting your business first

I recently started following Fabienne Fredrickson, an amazing coach that has created a system to attract new clients. I love her approach. The one thing that really resonates with me is also the one thing I am having the hardest time doing.

If you ask Fabienne how many hours a week you should be marketing your business, she will tell you, "four hours A DAY."

What? How am I supposed to spend half my day on my own business? What about my clients? How am I supposed to make money if I focus half my attention on me? Oh, wait. How will I get new clients if I don't focus on marketing myself? What a a-ha moment.

I challenge you to spend more time on your business over the next month. What would your business look like if you spent half of your time promoting you.

Don't tell me you don't have time. You have more time than you think. How many hours a day do you spend checking your email, playing on Facebook or tweeting every thought that pops into your mind? Yep, plug those time wasters and channel that energy towards promoting yourself and see what a difference that makes.

What is your biggest objection or challenge to shifting your marketing focus? Are you up for the challenge? I'm in and I'd love for you to join me.

Learn more about Fabienne Fredrickson at ClientAttraction.com.

Do you have a crisis management plan?

I've mentioned my addiction to talk radio before, but even I am ready to shut it off. All the bad news is too much to take, especially the oil disaster in the Gulf. As a want-to-be New Orleans resident, I am heart broken over the devastation.

BP's apparent lack of an emergency backup plan got me thinking about my own business. What would I do if I lost my computer and all my files? What if I needed to attend to a family matter for weeks or months? What if I was sued for something I did?

A crisis management plan doesn't have to be about all of the bad things that could happen to you. It could also be about the opportunities that may pop up. If you have a resume-writing business and the largest company in your county goes bankrupt, would you be in a position to provide needed services for those employees? This isn't about taking advantage of a bad situation. Well, yes it is, but not in a mean, greedy, hurtful, selfish way.

I think I will focus on this topic more in a later post. In the meantime, backup your computer and put important files in a safe place.

That's all I have, for now. Feel free to comment with your ideas. I'd love to hear them. Oh, if you have any suggestions on how to cap a well spewing thousands (?) of gallons of oil into the ocean, please post that as well.

What you can learn from a strawberry farmer

It's strawberry picking time here in east Tennessee and I love it. I eat strawberries throughout the year, but there is nothing better than fresh picked balls of goodness that melt in your mouth. The best part is supporting local farmers- the backbone of our society.

One of the area's largest farms is Scott's Strawberry and Tomato Farm in Unicoi County, Tennessee. This is a family farm known for their sweet strawberries, but they also grow tomatoes, green beans, corn and squash.

So, what marketing lesson can you learn from a farm in small, rural town Tennessee? If your customers can't make it to you, then you must go to them.

I was in west Knoxville yesterday and past by West Town Mall. In front of the main mall entrance, at one on of the busiest intersections in all of Knox County, was a Scott's Farm stand with a big sign that read, "fresh strawberries." Wouldn't you know, there was a line of folks waiting to spend money for fresh produce.

If your ideal clients can't find you or can't come to you, then you have to get out of your office (aka your comfort zone) and go after them.

Knowing where your clients are means you have to by crystal clear on WHO your clients are. Think outside the box and away from typical networking events. What do your current clients have in common? Ask them what meetings they attend and what organizations they belong to. Ask them what websites they visit and which magazines they read. Find the common thread in your current ideal clients and then reach new clients through those avenues.

Don't be afraid to meet your clients where they are. Most people are fishing in an empty pond with a crowd of fisherman. Why not find your own pond to fish in.

Why blog titles matter (hint: your headlines stink)

After posting an article on blogger outreach, I decided to revamp my blog campaign to include more bloggers in a wider range of topics. In order to discover new blog sites, I headed over to Technorati and Alltop.

Here is what I noticed: I only selected blogs that had interested titles for their last two or three posts. The blog could be exactly what I am looking for, but if the titles of their last few posts were irrelevant or boring, I didn't bother to add them to my list.

Take-away message:

(1) Make each and every blog post interesting and put some effort into the headline.

(2) Include relevant keywords in your blog post title. If you cover real estate, but never include real estate words or phrases in your headings, then you might get past right over.

(3) Blog often so people want to come back to your site.

(4) Give people something to debate (aka everyone loves a good argument). Ask questions or issue challenges, anything to encourage folks to comment on your post.

Remember, blogging is a powerful tool for your business and it must be treated as a primary communications tool, not an afterthought or like a trip to the dentist.

What you can learn from May sweeps

It's that time of the year again. If you are a television fan, then you know what I am talking about- May sweeps. This is the period when advertising rates are set and programs are evaluated. Networks, desperate for the most viewers as possible, cart out the big guns- special guests, cliffhangers, crazy plot twists- whatever it takes to create a buzz for their show and increase viewership.

So, what does this have to do with your business?

A couple of things come to mind. First, advertisers reevaluate the value of time purchased on each of the networks. Same should go for your business. Is it time to raise your rates or change up your service packages?

Next, networks give viewers what they want during sweeps. They know the exact formula to increase viewership. Have you figured out what your clients want and/or need? How are you meeting those needs in order to increase sales?

Also, many television shows have crossover episodes where characters from one show end up on another show, like Addison being on Grey's Anatomy, then Sloan being on Private Practice with Addison in a continuation of the plot line from Grey's Anatomy. I guess the thinking is viewers from each show will watch the first show and continue with the second show, thereby increasing ratings for both shows. This technique could also benefit entrepreneurs. Find a few people you trust and love working with and see if you can work together to offer new products or services for your clients. You could even see about switching client lists in order to reach a new audience. Be creative and see what unique packages and partnerships you can come up with.

Finally, sweeps often determine if a show stays or goes. When was the last time you looked over your list of services to see what is working and what is not. It may be time to remove services from your menu or get new training in order to increase your offerings.

Just as networks take the time to reevaluate their entire television lineup, each business should do the same at least once a year in order to avoid being killed off in a shocking cliffhanger.

Six tips to reaching out to bloggers

If you have never considered bloggers as a group you need to reach out to, then you are missing a huge opportunity to increase brand awareness, promote your products and/or services, connect with people seeking information on your niche (and maybe potential clients), announce upcoming events, expand your reach and even be seen as a leader in your field.

It is not an easy process, but adding blogger outreach to your social media plan will pay huge dividends. Here are some tips to get you started.

1.  Build a targeted list. Research your market and look for bloggers that cover that topic. Do not just go after blogs with the largest readers. Instead, use Google Blog Search, Technorati, PostRank and Alltop to find blogs on specific topics. Look for bloggers that reach the same audience you want to reach. Don't forget to check our local blogs as well. Select 10 to 20 blogs to follow and research further.

2. Get to know the bloggers. You should check out each blog, read several blog posts and look at the "About Us" page to learn more about the person who writes the blog. You need to understand the purpose of the blog and get an idea of their writing style, content and history. While you are there, make sure to reach through the comments to get a sense of how they interact with their followers.

Here is a cool tip: you can figure out whether they blog about your topic by going to Google and typing in "site:http://theirsite.com yourtopic" where http://theirsite.com is their website address and yourtopic is, well, your subject, all that without the quotation marks.

3. Become a regular follower and commenter. Comment when it is appropriate and when you have valuable content to add. Never push your products or services when commenting on blogs. Do add your website to your post so those interested can learn more about you.

4. If you do have something you want to promote to the blogger, send an email or fill out the online form, make sure to personalize the pitch and be brief. It is not a good idea to send a generic press release or a general form letter. Let them know you read their blog and are familiar with its content. Best of all, make sure they know you have something their readers will be interested in. They don't care about making money for your business, they care about things that benefit their followers.

5. Follow your top bloggers on Facebook and Twitter. This is an extra way to gain familiarity for yourself while learning more about what they like to cover.

6. Lastly, be respectful. A lot of bloggers cover what they love and their blogs are very personal to them. It is not their job to promote you or your business. Be respectful.

Taking the time to build relationships with top bloggers in your niche is a great way to expand your reach and build your community.

Finding inspiration

I must admit I know very little about Martin Luther King Jr. Just the information I was forced to learn in school, which was very little. I am fascinated and inspired by people who seem to be fearless. Leaders with strong convictions that aren't afraid to stand alone, no matter how difficult it may be. While I try to be fearless in my business, I cannot imagine taking a stand so powerful that it changes the world. Would I be up to the challenge? 

I found this great article in Success Magazine, "Profiles in Greatness - Martin Luther King Jr.: Standing Up for Justice."  Here are some of my favorite quotes from that article.


“The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy.”


"Ultimately a genuine leader is not a searcher for consensus, but a molder of consensus."


"I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character."


“And whenever men and women straighten their backs up, they are going somewhere, because a man can’t ride your back unless it is bent.”


“And I’ve seen the Promised Land. I may not get there with you. But I want you to know tonight, that we, as a people will get to the Promised Land.”


What are your favorite Martin Luther King Jr. quotes or memories? What is your biggest fear in business or life and how will you overcome it? How do you inspire your clients to be their best?