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Does Your Business Have a Cost-Effective Marketing Plan?

May 22, 2013 by Thomas

If you run your own company, you may or may not be involved in the marketing duties.

In some instances, company owners can afford to reach out and hire a marketing specialist to work onsite with them, while others take the option of having an outside firm that specializes in marketing do the job for them

Whichever way you determine to be best for your business, there are a number of factors that you should focus on, allowing you the best possibility of succeeding with your marketing needs.

Among them:

* Don’t hit the panic button – First and foremost, you will find your business going through peaks and valleys during the course of the year, so never hit the panic button. You may get the urge to scale back your marketing budget when things are not going well, but that is likely the worst time to do that. While you’re toning down your marketing budget, your competition is likely going in the opposite direction. Reevaluate from time to time what’s working and what isn’t working, giving you the guidance necessary to move around money and efforts if need be. Remember, the day you stop marketing could be the prelude to the day you close your business.

According to research from AWeber Communications, close to 70 percent of small businesses said they would be adding to their marketing budgets in 2013, with some 97 percent planning on doing no less than maintaining their present level directed towards marketing expenses.

That being said, some well-known companies noted in the last year that they were scaling back their marketing over the next 12 months, with one even noting in hindsight, such a decision ended up costing his business customers and revenue.

Those making headlines included:

1. Campbell Soup Co. stated last summer that it would reduce its marketing budget over the next year, placing new emphasis on distribution, merchandising and product innovations. In fiscal 2012, Campbell’s marketing got a piece of $100 million of new investment the marketer put forth toward brand-building, research and development and innovation for its U.S. soup and simple meals business. That investment came as the business looked to distance itself from major discounting, which executives noted failed to lift sales volume as planned;

2. HTC (mobile phone maker) reported that less money and effort towards marketing has actually hurt its business in the last year. In comments to the Wall Street Journal, CEO Peter Chou stated that the company’s competitors proved to be both too strong and resourceful, placing lots of funding into marketing, while his company did not do as much.

While both Campbell Soup Co. and HTC continue to make money, reduced efforts on the marketing front are definitely reasons of concern for top executives.

While you may be hesitant to spend money on marketing, you can’t deny its importance.

Among the key facets to zero in on:

* Cohesive message – Whether you and your team do the marketing or you outsource it, make sure the message is one in the same. Your message needs to be clear and concise, meaning no confusion and questions for consumers. Make sure the foundation behind your message is solid, therefore allowing you to get a better return on your efforts. This brings us back to the question of whether or not it is better to outsource your marketing needs? On the plus side, you can put it in the hands of professionals who know the ins and outs of marketing, alleviating some of the daily tasks that you need to do to run your business. On the down side, you better than anyone else know your company, what makes it tick, and what its goals are. If you outsource the marketing, those strengths need to be conveyed to the individual or company;

* Social media – You may be the brightest and hardest working business owner going, but how involved and educated are you when it comes to social media? If the answer is not really, then you are missing out on a great opportunity to promote your company. Starting with social media, this should be a no-brainer, yet there are many businesses out there that fail to grasp how easy and effective this tool can be. Not only does having a presence on Facebook, Twitter, Google+, LinkedIn and other major SM sites give you instant access to a larger swath of consumers, but you can be tuned-in to their needs 24/7. You also can focus in on what is being said about your brand, both positive and negative. Lastly, social media is a good tool for you to put out any potential fires in the cases of negative information about you and/or your company. As more and more consumers turn to social media sites and online forums to talk about companies and their experiences with them, you want to be along for the ride;

* Blogging – Do you ever troll different business sites in your free time, only to be amazed how many of them do not have blogs? This is yet another great tool to promote one’s company, still many business owners either don’t want to take the time or fail to realize the potential of blogs. Your company blog is a great marketing tool in telling consumers what you offer, how you can stand out as an authoritative figure in your respective industry, and how you are up to speed with what is going on in your field. If you have yet to actively engage in blogging, take note that it needs to be relevant, update on a regular basis, and promoted. If you are not willing to do it right, then you’re probably best served not doing it at all;

* Relationships do matter – Lastly, how often do you reach out to your current list of customers? They may seem silly, but contacting them with a quick email or other form of communication on their birthdays, offering them special deals, and asking them if you can do anything else for them are all important. In a day and age when consumers have so many different options to choose from, building your relationship with them is key. When your customers feel valuable, they are apt to want to continue doing business with you. If you take them for granted, they may very well take their business elsewhere.

So, where are your marketing plans and budget as we head into the halfway point of 2013?

Photo credit: keyhousemedia.com

About the Author: With 23 years’ writing experience, Dave Thomas covers a variety of business and consumer topics, including convertible car seats.

Filed Under: Business Life Tagged With: bc, budgets, customers, marketing, small business

Intention Counts

May 14, 2013 by Guest Author

By James Ellis

A website can be and do just about anything. It can be a brochure, a greeting card, a catalog, a conversation space, an announcement, a research tool, a library, a photo gallery, a way to spark ideas, build connections, engage people and speak about your corner of the world.

But it can’t really do all those things (unless you are Google or maybe Facebook, in which case, “hi!”). It can do one or two of those things well. It can do three or four of those things well with an exponential increase in resources, but that’s it.

So instead of spending millions on a legion of developers, creative directors, content managers and the staff to populate their respective armies, maybe you should focus your intention down to one thing.

What is your website supposed to be or do? Boil it down to a phrase a five-year-old could understand.

Amazon was a bookstore. Now it is an everything store. Google is a search engine. Those are easy, mostly because they have smart marketers and leadership who knows that you need to excel at one thing before you expand to something else.

But what about the website for your favorite coffee shop? It could be a brochure: hours and location with a pic of a cute barista. It could be a branding peice: pictures and animations that are warm and inviting about the idea of coffee and scones. It could be a business development peice: Get you excited about the idea of hand-roasted select gourmet coffee and how it will make your life better. It could be a store: place your coffee order and schedule a pick-up time or delivery. It could be a research tool: Everything you could want to know about coffee from different regions of the world, how it should be roasted, what the types of roasting levels mean and how they affect taste.

One coffee shop, four intentions. Each intention shapes the nature of the website, who uses it and why. Intention therefore determines the site’s success

For example, will more people come to your coffee shop because they know more about all the different coffee varieties? If your goal is to sell more coffee, then maybe that intention doesn’t align with that objective. If you spend 3,000 words talking about thirty different coffee varieties, and you only sell two, what was the good in that? You may have just gotten them excited to go to another coffee shop.

Nailing down the intention of your site, especially in relation to your total marketing strategy and your business strategy, increases your likelihood of success. Now I’m going to go drink some coffee.

Author’s Bio: James Ellis is the Director of Digital Strategy at FLIRT Communications. His latest book, Google Analytics for Small Business is currently in beta. He’s giving away discounted copies if you are willing to help make it even better.

Filed Under: Design Basics Tagged With: bc, Design, intention, marketing, website

How to Differentiate Yourself in Business

May 6, 2013 by Rosemary

By Deb Bixler

If you are looking for new strategies for selling you need to know what it is that makes you shine above your competitors.

Knowing what makes your business truly unique is what will help you thrive with your customers rather than just blend with the masses. Find out what helps you differentiate your business from all others by knowing just where to look.

Direct Selling Strategies

What are your direct selling strategies?

home party plan businessMany business owners don’t realize that they are literally driving their business into the ground by using the same old selling tactics as everyone else.

If your direct selling strategy involves a twist- be it a link to a website tutorial or a cute magnet or pen that showcases your company name- then you are moving in the right direction to make sure that your business is truly different in its own way.

Don’t be afraid to narrow your niche down. When you firmly believe in what you are uniquely offering you can then attract the ideal customer. Many believe the opposite that a narrow niche will eliminate some leads.

We are taught in direct sales that you should be marketing to EVERYONE but really it is impossible for everyone to be your ideal customer. Define yourself better and you will be defining your customer better.

Your business personality is part of your direct selling strategies.

Consider Your Business Personality

How is your business’s personality? There are literally 100’s of methods of direct Selling so what makes you different?

What is your sales personality?

Is it upbeat and friendly like every other business in your industry, or does it take on a more serious tone?

Does your business reflect a common ‘tone’ expected of your niche? If so, you may want to consider differentation by way of creating a whole new personality for your business.

Perhaps taking a ‘green’ approach to something that is normally serious, or adding humor to a positive atmosphere can make all the difference for your business and make you really stand out. Or is it the budget lessons or healthy tips that you offer or even are you more controversial than most?

This is branding YOU, not just your direct sales company! You need to sell yourself first and your company second.

Simple direct selling strategies will help you stand out. For some people, differentation is no piece of cake.

However, there are smaller ways to make your business stand out so you can have the edge on your competition without having to change your whole direct sales strategy.

Try switching from business cards to key chains, hire someone to check your email so messages can be returned faster than your competition, and make sure that you are choosing terms for your product(s) that your competition isn’t using.

Sometimes, simply going from ‘organic’ to ‘healthy green’ can make all the difference.

Make sure that no matter what differentation tactic you choose to use, it isn’t so different that it actually compromises the message of your business. While you want to remain unique, you don’t want to sacrifice your business’s overall integrity just to make it stand out. You want to differentiate, not reinvent your image, after all.

How do you make your business stand out from the rest?

Author’s Bio:
Deb Bixler retired from the corporate world using the proven business systems that made her a success working for others by incorporating them into her home business. In only 9 months Deb replaced her full time income with the sales and commissions from her home party plan business. Find her on Twitter at: http://www.Twitter.com/debbixler

Filed Under: Marketing /Sales / Social Media, Personal Branding, Strategy/Analysis, Successful Blog Tagged With: bc, differentiation, marketing, personal-branding, Selling

3 Tips for More Customer Referrals

April 30, 2013 by Rosemary

By Jennifer Dunn

You need more clients, but what’s the easiest way to get them? Simple – through clients you’ve already done business with! However, what isn’t simple is obtaining customer referrals when you don’t know how to go about it. Here are three things you can do to ensure you’ll get a great referral at the end of a job.

1. Knock Their Socks Off

There’s absolutely no way you will get a referral from your client if you don’t do the job they wanted correctly. Would you give a carpenter a referral if they only fixed 3/4 of your floor? Of course not – it would severely hurt your reputation as a business owner and as someone to be trusted.

Make sure you’re doing absolutely everything your client wanted you to do. You may think you’ve completed a job but later discover you forgot a few things. These “few things” can be disastrous – not only to your chances of a referral but also to the client ever knocking on your door again.

2. Follow Up

Most jobs end when the client pays and you go your separate ways. The work is done and the client goes to see if what you’ve done will improve their business, life, or both. You go and try to find someone else to hire you so you can keep paying the bills.

However, that’s not really the end of it all, is it? The client doesn’t really know if what you’ve done has worked until it’s been road-tested. If you’ve created a new front page for their website, they could experience severe backlash to it even though it’s amazing. Their customers might rail against it for a myriad of reasons and you don’t know until it’s out there.

If you follow up with your client, it shows you’re actively invested in their business and not just a passing face in the crowd. Ask them how things are going and if they need any further help. If you see some interesting news they could use, send it along. It shows you care about them and your relationship with them, which can lead to good things down the road.

3. Ask and Offer Incentives

Your client probably has no clue you would like a referral. You can’t just assume they can read your mind no matter how heavily you hint. You just need to come out and ask.

Timing is key, though. If you haven’t completed the above two steps don’t even think about asking your client to refer you to his or her colleagues. On the other hand, waiting too long can be just as bad. The client may not even remember you if you wait half a year to contact them about it!

Sometimes incentives can do the trick. For example, offer your client a discount for the next job they need done if they refer a friend or two. If they’re a repeat client and they regularly bring in more work you can up the ante even more. Rewarding them for maintaining a good relationship with your company is never a bad thing!

Do you regularly ask for client referrals? How do you do it?

Author’s Bio: Jennifer Escalona Dunn is the owner of Social Street Media where she writes about small business, tech and finance for sites like WePay and Outright. You can find her on Twitter @jennescalona.

Filed Under: Business Life, Checklists, Customer Think, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, customer-service, marketing, referrals

Six Steps to Getting the Attention of Journalists on Your Own

April 4, 2013 by Rosemary

By Gini Dietrich

I am a communications professional. My entire career has been spent at PR firms – first at Fleishman-Hillard in Kansas City, then Rhea & Kaiser in Chicago, and I started Arment Dietrich in April 2005.

One of the most important things I learned early in my career was how to build relationships.

It started with journalists, then moved to the executives within our office, and finally with the executives at our client’s offices.

I spent many years cultivating relationships with journalists: Getting to know their beats, understanding what they would or wouldn’t cover, and even knowing when they celebrated their birthdays so I could send a card or cupcakes or booze.

And then 2008 hit. Newspapers folded, popular magazines went under, and a lot of my friends – those I’d known for more than 10 years – lost their jobs.

Suddenly the journalists who were left had to cover automakers, small business, and manufacturing…even though small business might have been their only beat previously.

They were too busy to take phone calls or go on media tours or even sit with you for an hour to talk about what you had upcoming.

And the role of a communications professional changed, when it came to media relations.

Getting the Attention of Journalists

Almost exactly four years ago, Steve Strauss – the small business expert at USA Today – wrote an article called, “Should Entrepreneurs Twitter? Uh, No.”

I read it with great interest, mostly because I had had amazing success using Twitter to build our brand.

In it, he detailed the four reasons entrepreneurs should not use Twitter. I very thoughtfully responded on his article and pointed out the four reasons they should use it…and the other social networks, too.

Because my comment was thoughtful and professional, he called me and we talked about social media, in general. About 30 minutes into the call, he asked if we could go on record.

What came of that conversation was, “Twitter for Small Business…Reconsidered.”

Because he’s like everyone else – swamped with little to no time to listen to pitches from PR professionals – he reads the comments on his articles to see if there is anything worth revisiting or diving into more deeply.

The Response Campaign

Hence, the response campaign was born.

It’s not a very creative title, but my team and our clients know what it means: Spend the time to read and respond to journalists and they’ll eventually add you to their Rolodex of trusted resources.

Here is a step-by-step process to create this magic for yourself:

  1. Choose one newspaper, magazine, or blog that makes a difference in your industry. It can be Wall Street Journal or it can be one of your trade publications. Choose just one.
  2. Once a week, comment on one article, blog post, or editorial. If you disagree, fantastic! Say so. But do it professionally. Being negative or criticizing without a solution isn’t helpful. Professional discourse is.
  3. Keep this up.
  4. After about six weeks, the journalist will feel like he or she is beginning to know you and will call you for a story in the works.
  5. Every quarter add another publication, so you have four that you focus on each year.
  6. Don’t be afraid to go after the big publications. If your expertise adds value to the stories they’re reporting, comment away!

If you are consistent and post intelligent comments once a week, you’ll soon have developed relationships with journalists who call on you when they need someone to interview.

Yes, it takes some time. Yes, it’s hard work. Yes, it requires that you keep up with your reading. But it works 100 percent of the time. Wouldn’t you rather do that than send a news release to 1,000 journalists and not get a single bite?

Author’s Bio: Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm. She is the lead blogger at PR and marketing blog, Spin Sucks, co-author of Marketing In the Round, and co-host of Inside PR, a weekly podcast about communications and social media. Connect with her on Google+, Twitter, Facebook, Pinterest, Instagram, or LinkedIn.

Filed Under: Marketing /Sales / Social Media, SOB Business, Successful Blog, Writing Tagged With: bc, commenting., communications, marketing, PR

Revenue is the Small Business Livesaver

February 6, 2013 by Rosemary

By Elaine Love

The facts are set in concrete; at this point it is wet concrete or perhaps quicksand because it can change. As it stands now income taxes, payroll taxes, capital gains and dividend taxes and employee health care benefit expenses are all increasing. With these indisputable facts in mind, what is the small business owner to do?

If you are like me, you concentrate on increasing your market share and your sales volume within your current market share.

Analysis, not Paralysis Wins

Think like your customer. If you were in your customer’s business, what would you like to have? Ask yourself honestly if you are delivering that ideal product or service. If the answer is regretfully ‘no,’ then what do you need to change to make it a ‘yes?’

GM suffered a devastating bankruptcy in 2009. Just two years later, they reported a record profit. With the announcement recently of a totally redesigned and improved Corvette, they are demonstrating their commitment to improved quality going forward. Even though the Corvette represents a miniscule portion of GM sales in comparison to its truck line, it demonstrates the resurgence of quality. The Corvette is the first vehicle to be launched since the bankruptcy. The customer demanded better quality and GM is responding.

What does your customer want? What are you delivering? If there is one place to cut corners, it has been proven throughout history that it is NOT in product quality, customer service or effective marketing.

Market Growth Sectors

When you started your business, you researched what was currently available in the marketplace, what you could improve on the existing offerings and what unfilled niche remained. Go back to basics and do exactly the same research all over again.

Market research studies, interviews of your customers and intelligent observations pinpoint areas in which you can improve your current product or service and add additional products or services to fill niches. Sometimes you need to create the niche by informing them of a benefit they had not fully realized they needed.

Remember Apple’s introduction of the first iPhone? Steve Jobs presented the advantages of the iPhone before the marketplace even knew they needed those features combined.

Sales Revenue

Once the areas to improve and expand are identified, take action. Make the improvements and launch to fill the niche. Keeping capital liquid allows small business owners the ability to capitalize on marketing opportunities.

Small businesses can react very quickly to sales opportunities. An unexpected but delightful powder dump (several inches of light fluffy snowfall for the non-ski informed) is an excellent opportunity to push the word out to get to Steamboat Ski Resort quickly. Take advantage of a last second deal with the airlines to offer an incredibly low rate for Valentines, ‘take your sweetheart for a spring ski trip’ deal on airfare and lodging. Search for new marketing opportunities and capitalize immediately.

Don’™t Get Ready –“ Stay Ready

If you have your postcard campaign ready to launch, call your printer and issue instructions to print and mail the campaign. Blast the offer out to the social media network; ‘the postcard is coming. Present the postcard for an extra deep discount or special bonus.’

Create a new brochure for the newly discovered market niche using brochure design templates. Create a sales campaign to highlight the benefit your product or service offers to fill the market niche, why you are the best one to offer that benefit and a compelling reason to contact you immediately for more information. When you create an impressive marketing piece and produce it through the services of a top quality printing company (for example, check out PrintPlace.com), you are proud to present your marketing materials to your sales force and the marketplace.

Consistent Brand Recognition

Expand upon the highlights of your new brochure and create booklets as additional distribution pieces. Duplicate the elements of your brochure and booklet into your website. Providing a consistent high quality image creates brand recognition. Customers need to see a consistent company image multiple times. They see your company online, see you in social media and hold your brochure in their hand; this repeated consistent image solidifies your brand in their mind and paves the way for a buying decision.

Combining high quality printed marketing materials with your online presence captures the marketplace.

Action Steps

Keep your money liquid and be ready to pounce on marketing opportunities. The best way to mitigate increased expenses is to increase revenue. Increase revenue through delivering superior products and services which fill market niches and high quality marketing to distribute your message to the marketplace. Increasing revenue is the small business owner’s lifesaver.

What is your strategy for growing revenue this year?

Author’s Bio: At home in the Colorado Rocky Mountains, Elaine Love writes about small business and the mindset for success so essential for an entrepreneur. She is the author of Emotional Ice Water. Find her on Twitter @elainelove44 or Elaine4Success.com

Filed Under: Business Life, Marketing /Sales / Social Media, SOB Business, Successful Blog Tagged With: bc, marketing, personal-branding, revenue

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