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.

Staying focused

Working from home can be a blessing and a curse.  Some days, I get so much done because there is no drama, gossip, junk emails, rambling phone calls, and all of the other distractions found in an office setting.

Other days, a cloud seem to hover over my home office and every silly, time-wasting website seems to pop up on my screen unannounced (my favorite is www.thereifixedit.com).  Some days, it is just impossible to stay focused.

On those days, I dig out my marketing plan and review all my big, hairy goals for this year and the next five years. If that doesn't inspire, or scare, me into getting back to work, not much will.

On days when I just can't seem to get or stay focused, I take it as a sign to take a break. You never know where or when you'll get your next great idea- the park, the mountains, the mall.

So, if you are having a hard time "getting it together," then cut yourself some slack and take a break. You are the boss, after all.

Visualizing your ideal client

It's no secret I am a huge hockey fan. It is really the only sport I am fanatic about, so it is pretty rare I pull out sports analogies to make a point. So, here I go.

In hockey, or any other sport, athletes are trained to imagine the outcome, visualize what they intend- the puck going into the net, the bat striking the ball that then soars over the back fence, the perfect back flip with a solid landing.  How can entrepreneurs use that technique to take their business to the next level?

First, think about what you want your clients to say about you. Write your dream testimonial. It could go something like this:

Kristina Shands and Authentic Communications are a dream to work with. By developing my own unique business story and using that story to set myself apart from my competition, I was able to double my client base and establish myself as a leader in my field- even as I stayed true to my values and beliefs. My ideal clients now find me- as if by magic. Thanks so much for making this whole process fun and enlightening. I hope everyone discovers and embraces their own unique talents."

Working with the end in mind, you can see what you need to provide your clients in order to get your dream testimonial.

You can even visualize your ideal client, right down to the types of shoes they wear or the music they listen to.  Here is a description of my perfect client:

My ideal client is creative, positive, living their dream and passion, willing to take risks, match my values, laid-back, personable, fun, wearing jeans and t-shirt or nice shirt- not a suit and tie, earthy, progressive, music lovers (Americana, Folk, non-pop/rock/country) non-traditional careers/industries, off the beaten path, unique, inspiring, intelligent, positive, fun, calming, relaxed energy, don’t fit in the square hole, like thinking out of the box.

See how being really clear about what you want to achieve and with whom you want to work with can help guide your decision and prioritize your actions?

Just as an athlete bases his or her training on their final goals, you can do the same for your business.

Doing great work

I ran across this blog on Entrepreneur.com and found it tremendously valuable, especially since I spent most of the day checking my email and doing busy work. Sure, I got a lot of work done, but was it great work? Nope. So, my goal is to do great work every day. Not "good enough" work. Not "it'll do" work. Not "just get it done" work. But great work.

The Business of Being Great

For the best entrepreneurs, good just isn't good enough. 

By Michael Bungay Stanier   |   March 16, 2010

As an entrepreneur, the independence of running your own business can be a double edged sword: You are solely responsible for your company's success. While most entrepreneurs strive for greatness, some fall into the realm of just good enough. But the truth is the more you learn about achieving greatness, the more likely you are to stretch outside your comfort zone. Michael Bungay Stanier, author of Do More Great Work: Stop the Busywork. Start the Work That Matters, shares some ideas on how to get from good to great.

Great work, is the flame that burns inside most entrepreneurs. It's the work we care most about, that excites and challenges us. It's work that has meaning and creates impact.

It's also the work that helps your company survive. Great work is the work of innovation and strategic differentiation. This is where new products and services come from and where the long-term growth and survival of your company are to be found.

So great work matters at a personal level--work that is meaningful and that makes us happy--as well as at a strategic level. In fact, a good strategy can be considered as the right mix of good work and great work for your company.

Read the rest of the article at http://www.entrepreneur.com/management/article205590.html

Being fearless

I have to admit, my idea of fearlessness has changed over the past few months. It used to think activities like skydiving, rock climbing, whitewater kayaking and bungee jumping required required an equal amount of bravery and crazy.

But being an entrepreneur has taught me something about having faith- in myself, my abilities, my talents and my friends.

Two weeks ago, I face one of my fears when I emailed all of my friends asking them to sign up for my ezine. Most of them had no idea I started my own business. Some of them even registered for the bi-weekly email.

Next scary thing- actually sending the ezine out. My mailing list had more than doubled- to 16 supportive, caring friends. Still, I was a little nauseous when I hit the "send now" button that sent my ideas and thoughts out into the universe.

Now, I am facing another fear, and this is a big one for me. I will be holding a free teleseminar on March 30, 2010, at 3 p.m. I will cover the six questions to developing your business story.

I will also be announcing an even bigger leap for me- my first 7-part telecourse that will walk folks through each of the six questions and come out with a strong story and valuable talking points, along with a plan for incorporating everything learned into their current marketing strategies.

I hope you will travel this journey with me as I learn to be a fearless entrepreneur. I'd love to hear how you are facing your fears. Let's all take that first step into the unknown together. Faith is easier when you are surrounded my friends.

Sign up for me bi-weekly ezine here.

Email me for more information on my free teleseminar and/or my 7-part telecourse.

Getting Personal: My Core Values

I talk a lot about core values being the fabric of your business story.  I'd like to share with you my values and how discovering my true beliefs changed my business.

My five core values are: Freedom, Abundance, Fun, Authenticity, Creativity.

Freedom

Freedom shows up for me in every aspect of my life, including my business.  I wanted my own company for many reasons, but mainly it was to have the freedom and opportunity to do things my way, be my own boss, set my own hours and conquer my own fears.

I chose to work with small business owners and entrepreneurs because I want them to be free to be themselves; to realize their amazing talent and share their unique story with the world.  I want them to have the tools they need to market their business, set themselves apart from the competition and succeed beyond their wildest dreams.

I am also a huge supporter of refugee organizations and am looking forward to one day travel to Africa to work with refugees.  If anyone on Earth needs to feel the joy of freedom, it is the millions of refugees facing uncertain futures right this minute.

Abundance

This is a tough one for me for many reasons.  I have to stop myself from saying I don't have enough money or I don't have time or I have no energy.

I don't know if it is a nonprofit thing or the economic situation or what, but I have met several people lately that scream scarcity.  Everything they say is based on lack of something- money, donors, volunteers, ...  

I truly believe thinking abundantly, especially as an entrepreneur, is the key to success.  Therefore, I have lots of time, money and energy:)

Fun

This is the value I felt guilty about the most.  My mind says I should have selected family or relationships or gratitude or love.  But I didn't.  I chose fun.  

This has helped me change the way I approach my business by not being so serious and stuffy.  My writing went from very professional to much more laid back and personal- from sounding like a large firm or corporation to a caring, positive partner for entrepreneurs and business owners.  I added personality into my writing and open up a lot more than I ever would have before.

Authenticity

This value is so important to me I named my company after it.  I have spent way too many years being who I was supposed to be, saying what I thought others wanted me to say and doing the right things for everyone else.  Now, I finally get to be me.  And it feels good.  And I love it.  It's freeing and fun. 

Creativity

I spent the first three years of college as an engineering student because I was good in math and loved chemistry.  I struggled, not because I didn't understand it, but because I was bored to death.  I wanted to solve problems my own way.  I wanted to try new things and think outside the box.  There's not much of that in engineering, probably for good reason.  I love writing, reading, photography, painting and anything else creative, especially telling a story.

Creativity in my business is not exactly where I want it to be, but I'm working on it.  New logo and website are on the agenda.  Little bit at a time, that's what I have to remind myself.

So, you know a lot more about me than I know about you.  What are your values?  How are they showing up in your business?  Where are they missing in your business?  I'd love to learn all about you.

Continuing Education Credit

I enjoyed a wonderful lunch yesterday with Carolyn, a new friend I met at an Association of Fundraising Professionals meeting last year.  We spent the few minutes before our meals came to catch up on work and life.

Carolyn was telling me about the wine tasting class she was taking.  The University of Tennessee offers special noncredit courses in fun topics like baking, tennis, gardening and birdwatching.  They also offer professional development classes, but those don't sound as exciting.

Carolyn also mentioned another class she was taking at Carson-Newman College in Jefferson City, Tenn.  She is enrolled in a music theory class.  Now Carolyn is a grant writer and not exactly straight out of high school, so I was deeply impressed that she would face the challenge of a) taking such a demanding course b) attending class with students half her age c) embracing the opportunity and having fun with it all.  I'm sure this experience makes her a better writer and stronger person.

I admire that about Carolyn.  I give her tons of credit for facing her fears head-on and doing what she loves anyway.

That got me thinking.

What can I do today, this week and this month that would completely throw me out of my comfort zone and challenge me to think outside my warm, cozy box?

What can I study, outside of the stack of marketing, social media and business books beside my bed, that will throw my mind for a loop and make me question how I do things?

What wild and crazy thing can I do that will completely rock my world?  How can I shake up my life so I can face the many challenges I face in running my own business?

I'll let you know what I come up with because I'm sure I'll need your help and support.

How about you?  Are you up for a challenge?

Five lessons for your business from a fearless kitten

I recently adopted a little calico kitten after years of swearing I would never have another terror with claws again.  All it took was one photo from my sister and the deal was sealed.  Look at her.  Isn't she adorable?

Since I work from home, I have spent the last several days knocking Callie off my keyboard.  She has managed to find shortcuts I never could and in one pounce, she can open iTunes and stream my favorite radio station, WDVX (good kitty).

As I chase Callie around the house, I began to think about how I could run my business more like a kitten.  Hear me out.

1. She is fearless.  I've seen her swat the big cat as he walks by, just because she wants to play.  He is not amused by her, but still, she chases him around and basically annoys the daylights out of him.

2. She takes calculated risks.  I've seen her sit on a chair and analyze the jump to the kitchen island, a good three feet away.  She studies the distance and height, then goes for it.  She didn't make it the first couple of times, but now I can't keep her off the counter.

3. She is persistent.  No matter how many times I say "no" or spray her with the water bottle, if she wants something, nothing stands in her way- not even my legs (she is a climber:).

4. She has fun.  There is nothing in this house she won't play with- a glove, a sock, a straw, a spoon, my toes. Interestingly, her idea of having fun also teaches her about surviving as a cat, things like pouncing, stalking, biting and clawing.  Fun and educational. Hmmm.

5. She knows when to slow down and take a cat nap.  She takes time to recharge, even if it is for just a few minutes.

I'm sure there are other lessons to learn, but the stinker has managed to knock something off the kitchen counter.  I better check that out.

Rachael Ray has a story

Whenever I talk to a small business owner or an entrepreneur about their business story, I get this glazed look or a long list of specific services they offer.  I have a few examples I use to get my point across, but not very effectively.  So, I have been looking for another example on the importance of having a unique story that describes who you are and what you do.

I think I have found it.

I was watching Food Network this morning and "30-Minute Meals with Rachael Ray" came on.  Bingo!

Her show opener is perfect.

"Hi, I'm Rachael Ray and I make 30-minute meals.  That means, in the time it takes you to watch this show, I will have made a delicious and healthy meal from start to finish."

CHALLENGE: Can you come up with a show opener for your business?  You've got 10 seconds.  Go!

Everything about Rachael Ray tells a consistent story.  She is down-to-Earth, showcases simple meals that anyone can cook and most of her recipes are affordable.  She targets busy moms who want to provide healthy meals to their family while impressing her friends.  Even her language, mannerisms and personality are all true to her story.  She doesn't pretend to be a great culinary master because that's not who she is.  She is fun, unpretentious, practical and relatable; values that also show up in her magazine and talk show.

Can you imagine Martha Stewart doing a show like "30-Minute Meals"?  Nope, because that's not the story she has created for herself or her company.

Being true to who you are and weaving that into your business story is how you become relatable and connected to your ideal clients.  It's your authentic self that clients are drawn to, not necessarily specifics of your services.

Coming out of hibernation

Looks like I've been hibernating this winter.  I'm rested and ready to go.  Most importantly, I am clear and focused on my business and ready to share with you all I know about using your business story to spark interest, create a buzz, build connections, increase loyalty and inspire action in order to attract new clients and increase visibility.


Sign up to receive Authentic Buzz, our bi-weekly ezine, and receive a free download of "Six Questions to Develop Your Business Story (and set yourself apart from the crowd).  You can subscribe to Authentic Buzz at http://www.authentic-communications.com.


I would also like to invite you to join me on a FREE call focusing on developing your business story on Tuesday, March 23, at 3 p.m.  I'll have more details on how to register soon.


Just as spring is a time for renewal, discovering your true story and unique characteristics helps to spread your mission and grow your business.


Now, can we do something about all of this snow?