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.