Tag: marketing

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Sales & Marketing

3 Simple Steps to Marketing Even If You Hate Marketing

Of all the things entrepreneurs struggle with, this one is probably the most difficult and most dangerous. Why? Because it directly impacts the success of your business.

I know I’m not revealing any big eye-opening secret when I tell you that if you don’t regularly and consistently market your business, your business won’t grow. I know you know this. But none of that helps you when you hate marketing. (In fact, it probably makes you feel even worse, doesn’t it?)

So what did you do? Here are 3 steps to get you started (hint — these work even if you love marketing):

1. Find a marketing strategy or tactic you enjoy. There are LOTS of ways to market yourself, I guarantee at least one of them you will like doing. Your job is to find it and then build your main marketing strategy around it. Here’s a list of a few marketing activities to get you thinking:

a. Writing — blogs, articles, etc.

b. Speaking — live, on teleclasses/webinars/livestream, or even podcasts

c. Being interviewed on radio or television

d. Video

e. Chatting with people via social networking

At least one of those should resonate with you.

Once you figure out your favorite marketing activity, the next step is to build your marketing strategy around that activity. (More on that in step 3 but first…)

2. Outsource what you hate to do. The problem is no matter how much you may love one marketing activity, there are probably other essential activities you don’t love quite so much (hence why you probably hate marketing to begin with). So the trick is to build your marketing plan around what you enjoy doing then you outsource the other pieces you don’t enjoy.

Sounds pretty easy when I put it that way, eh?

Okay so what if you have no one to outsource to and you’re worried about cash flow. My advice is to take a deep breath and find someone. Look, outsourcing your marketing is the easiest way to see a return on your investment — if you start consistently marketing your business that money WILL come back to you.

Start by looking at your budget. See what you can put aside each month for marketing help. Then find someone who can do the tasks you need done in that budget. You might not be able to get everything done, but prioritize what’s most important (i.e. what you’re going to see a return on your investment the fastest) and focus on that.

3. Start small and build from there. Yes I know there are lots of marketing activities out there you could be doing, and the more marketing you do the better your results. However, that doesn’t mean I want you try getting everything done tomorrow.

Here’s the minimum of what you need to have a successful, growing business — one main lead source bringing leads into your business and one main way of converting those leads into customers and clients. That’s really it (at least for the marketing side). You get that nailed down and the rest will come.

And here’s some examples of how this can look:

1. Lead source (speaking, blogging, videos, interviews, social networking)

2. Lead cultivating (ezine, free calls)

See how simple this can be?

And to take this one step further, let’s say you love speaking and hate writing. You can focus on speaking and hire a virtual assistant to take care of putting an ezine out for you.

Voila! Marketing plan built around your strengths and outsourcing your weaknesses.

Then once you have that nailed down you can start adding more marketing activities to the mix. Before you know it, you’ll find you have built up an amazing marketing system that’s feeding your business (and better yet, you may discover you don’t mind marketing quite as much as you thought you did).

Categories
Business Ideas Sales & Marketing

3 Crucial Elements Every Money-Making Website MUST Have

I’m about to make your life so much easier.

Putting up a money-making website can be as simple as 1, 2, 3 — just as long as you have these 3 crucial elements in place.

(And, if you don’t have a website, I’m going to share just how easy it can be to get one up TOMORROW. Yes, it really can be that simple — so no more excuses about “I need to get my website finished before I can do X,Y,Z.”)

Let’s get started.

1. Have a place for people to opt-in and download a special free gift from you. This can be as simple as a box located at the upper right-hand corner of the screen.

Why do you want to do this? Because having a list of prospects you can build a relationship with is crucial to your business success. People buy from people they know, like and trust. A website, no matter how extensive, is only going to take you so far. Relationships are built over time and through communication — which is why publishing a regular ezine can be such a great marketing tool.

Now, I want to point something else out — notice how I said “a special free gift” I did NOT say that opt-in box should say “subscribe to my ezine.” No one wants more email — what they DO want is solutions to their problems. If you give them trusted solutions to their problems, they WILL take the time to read your emails.

2. Post a photo of yourself. People want to do business with people. They want to build relationships with people. Why do you think major corporations pay big bucks for spokespeople? Sure part of it is benefiting from the spokesperson’s credibility, but part of it is also putting a face on an otherwise “nameless, faceless” corporation.

Folks, this is where YOU have the upper hand from the corporations. You really CAN reach out and build relationships personally with your ideal clients. So proudly post your photo — you’re a real person, let your ideal clients see you’re a real person.

Now, I’d prefer a professionally shot photo if at all possible. And I would also prefer for all you ladies to get your hair and makeup done (yes, it’s worth it). It really does make a difference to your professional image. However, if you’re going to use that as a reason to not get your site up, then put up the best photo that you have RIGHT NOW.

What if your goal is to build a big business where people would be working with your team or your employees? Should you still put up a photo? Well, that depends on where you’re at in your business development. If you’re just starting out, it is easier to build momentum and get the ball rolling if you put yourself out there. If you’re already established, you probably still do (because, remember, people do want to do business with people) but there will probably be other changes you’ll need to make to your site so it’s clear there’s a team involved and not just you.

Bonus tip — you could use a video instead of a photo. Video is a great way to increase your conversions (i.e. turning prospects into paying customers or encouraging your visitors to give you their email address) but again — if you’re going to use video has an excuse to not more forward, then just get a photo up.

3. Make it VERY clear what the next step should be if they want to move forward working with you. Now, I’m a big believer in getting the opt-in, so if you look on my home page you’ll see I do encourage people to move forward by getting my free gifts. But I also give them very clear instructions on what they should do if they want to move forward as a paying customer.

Now, how do you get started if you don’t have a website? Just put up one page that has your photo, a description of your free gift and a place for people to give you their name and email address. (This is also known as a squeeze page).

That’s it. Yes it really CAN be that simple to get started.

Categories
Business Ideas

Do You Even Need a Website or Blog Anymore? A Simple Assessment

It’s official. Social networking is here to stay.

Forget using it just as a business tool. It’s everywhere. You can’t get away from it. (And we’re not even talking about, ahem, inappropriate uses of it such as sending nasty pictures of yourself over Twitter when you really ought to know better)

Anyway, I digress. The point is social networking is so prolific and so everywhere that websites and blogs are starting to look like something your grandpa used to market himself. After all, now you have gurus proclaiming Facebook fan pages are the absolute MUST HAVE little black dress and you are seriously behind the times without one. (Here’s an example of a fan page if you want to check it out: http://www.facebook.com/michelepwkaching — feel free to “like” it once you’re there too. J )

So are websites and blogs even worth it? Should we just throw all our chips in the social networking pile and not spend any more time or money on websites or blogs? And what if you don’t have a website yet — should you even bother?

Okay. Let’s all take a deep breath here. Feel better? Good — now let’s look at the facts.

Social networking is still in its infancy.  I know, I know. It feels like it’s a rebellious teenager. But honestly — this is still very, very new. It’s really only seriously caught on in the past few years. And let’s look at what happened during those few years:

* MySpace was THE place to be if you were an entrepreneur (Does anyone else even remember MySpace? Anyone?) Facebook was this weird, red-headed stepchild. In fact, when I first opened an account, when you sent out a friend request, you had to indicate how you knew the person and one of the options was (I kid you not) “hooked up.” Yeah. I think there was only one option, something like “know from a group or an association” that was safe for business purposes. Linked In was basically for “corporate only” or if you were looking for an actual job (I had an account and I really had no clue what to do with it.) Twitter was still being programmed in someone’s basement.

To put this into perspective — this was 4 years ago.

* Then came the huge “MySpace migration into Facebook” revolution. Everyone was on Facebook. MySpace was SO last year.

* Then Twitter exploded onto the scene. EVERYONE was on Twitter. And a bunch of other social networking platforms suddenly popped up out of nowhere — plurek, plaxo, etc. Suddenly there were HUNDREDS. Yee gads.

Fast forward to today. Twitter is declining in popularity as a tool to grow your business. (Although it remains tops on the list as the best tool to embarrass yourself.) Facebook is back on top. Linked In has rediscovered a new surge of popularity — thanks to never getting away from its roots (keeping it a more formal platform, which serves its core customers) but still adding new bells and whistles (like groups). Many of those other social networking platforms have fallen by the wayside.

And what will the future look like? Who knows? I certainly don’t. For all I know, Facebook fan pages could be as popular as yesterday’s newspaper — heck, Facebook could be as popular as yesterday’s newspaper. MySpace could be back on top and something called “Yowzer” could be the hottest thing.

Which is why those old-fashioned websites and blogs still have a place in your marketing.

You see, you control your websites and blogs. You’re not subject to whims of playing in “someone else’s sandbox.” You don’t have to worry if the rules change, if Twitter decides it doesn’t like your picture and shuts your profile down or whatever. You have your own online real estate that you can do what you want to with it.

So the question is — do you want to have control over your business, your message, your visibility? Do you want to have a hub for your online activities — your “online home” to invite your ideal clients to if they want to learn more about what you do?

Or not?

Categories
Business Ideas

3 Keys To Attracting Leads, Clients and Sales to You Effortlessly

It sounds magical, doesn’t it? Attracting leads, clients and sales to you effortlessly. In fact, it almost doesn’t sound possible.

But the truth is, it IS possible, even if it isn’t magic. It’s all about good, solid marketing principles. And if you follow the below 3 keys, you’ll be well on your way to experiencing that for yourself in your business.

1. Create a powerful message that appeals to your ideal clients. This could also be thought of as your Unique Selling Proposition (or USP).

So what exactly is that? Basically it’s the solution you provide presented from your ideal client’s viewpoint. So, for example, let’s say you’re a business coach. Well, those are a dime a dozen. Instead, what if you specialize in helping women entrepreneurs get over their blocks to making more money in their business. See how more powerful that is? And how it can magnetically attract your ideal clients to you?

Or let’s say you’re a fitness and nutrition expert. Yawn. But what if you specialize in helping women with hormonal issues lose weight. Ah, much more powerful.

In addition to attracting your ideal clients to you, you’ll also notice these also position yourself as an expert. After all, if you have such a specialty, then you must be an expert. And of course, people would much rather do business with experts.

2. Be consistent with your message. Once you know what your message is (and you’ve tested it so you know it attracts your ideal clients) now you need to get it out into the world. Resist the urge to be creative about it.

I know, I know. You get tired of saying it. You’re sure other people must be tired of hearing it. But if you’re not consistent, if you tweak a little here, a little there, maybe edit it here, you’re not getting the full power of it out there.

Look, even you’re most loyal clients aren’t going to get sick of hearing your message. Why? Because they really don’t “hear” it as much as you think they do. People are busy with their own lives and they really aren’t paying as much attention to you as you think they are. So if you don’t repeat it and repeat it consistently, then you run the risk of people not remembering what you stand for, or maybe being confused about it, and if they don’t remember or are confused, they’re not going to invest with you or recommend you or anything else.

3. Be frequent with your message. You’re going to feel like a broken record, but the best marketers are the ones who have a simple, powerful message, are consistent with that message and repeat it over and over again.

And don’t just repeat it in the same places, find different ones. Get your message out there in as many ways as you possibly can. (Just as long as those places are where your ideal clients hang out.) Online. Offline. Networking events. Speeches. Podcasts. Etc.

In fact, here’s the place where you can be creative. Find new and different ways of getting your message out there, and do it as frequently as possible. Because the more often your ideal clients stumble across your message, the more likely it is when they’re ready to make a change, they’ll reach out to see how you can help them.

Categories
How-To Guides

How to Target Your Marketing Efforts and Master Your Business Niche

If you want to make more money in today’s competitive environment, then you need to master your business niche. Let me show you a perfect, prime example of niche marketing at its best:

The AARP card appeared in the mail again. This time I actually opened the envelope and reviewed the material included with the invitation to join. Offers of insurance, magazines, on-line registrations and general information related to aging spilled out across the table. Everything in the packet maintained the specific intent of enticing a middle age person to join the group dedicated to senior citizens.

A scant five years ago, I wouldn’t have acknowledged the promotional material. It would have been swept into the nearest garbage can as I briefly wondered why this organization wasted its marketing dollars on me. Now, as I scan the introductory letter, the supporting messages delivered in the envelope are beginning to make sense. I’ve discovered that the magazine is dedicated to providing me with information on medical advancements for cholesterol control, suggestions to slim the middle age bulge and tips to improve my memory. That last one caught my attention.

Startled, I realized that I aged into the targeted demographic of The American Association of Retired Persons (AARP) and didn’t feel it coming on. When, for god’s sake, did I stop being 35? AARP knew it would happen and patiently primed the pump for several years as it waited for me to emotionally recognize that my body and brain would change. My perspective would alter and this organization graciously waited until it was needed.

Now, that’s niche marketing!

When is Niche Marketing Most Effective?

Niche marketing is most effective when you immerse yourself in a specific topic area and then start building your reputation for being a thought leader on that specific topic. It may sound intimidating, but in reality, all it demands is focus.

Nido Qubein, a recognized business strategist and forward thinker coined the term “Intentional Congruence”. He stresses that everything you do in your business must tie into everything else you do. It’s about having intent and purpose to intimately understand what you are doing and why.. Without understanding who you help and why you are doing what you do, how can you expect anyone else to know?

5 Elements to Identifying and Building Your Business Niche:

1. Create an inventory of your strengths. Identify how you relate to people and get specific in your values. List what you already know and what you need to learn to position yourself as an expert in your field. Describe the specific abilities you possess that are unique to you. Determine where you stand in terms of current finances. And, estimate what financial requirements will be necessary to build your niche with your target market.

2. Select the top two areas you have a passion for pursuing. Without passion or emotional engagement for the subject area, long-term success is unlikely. The ultimate goal is to do what you love, love what you do and make an acceptable living as you do it!

3. Research the two niche areas you’ve identified. Determine: who are the top three businesses or individuals already doing what you want to do? Review their websites and gain a sense of how connected and informed your future competition is. Research the internet fully to gain a sense of topic areas, product offerings and customer/client “reach out” efforts. Identify what is already in place and focus on those areas you feel are underserved.

4. Build a resource inventory. Contact business professionals as needed to build alliances. Create opportunities to interview people or hire whoever might be necessary to fine tune your business plan or fill in the gaps of knowledge on areas that are critical in establishing you as an expert. Offer your services to other business professionals as well. Just because you are new to a niche, doesn’t mean you are lacking expertise. They simply don’t know about you yet! Building relational capital with others who thrive in the market you wish to enter is always beneficial to everyone who participates.

5. Put your stake in the ground and claim your position within your targeted niche. Here’s how…

o Start offering your knowledge to the masses by using social media liberally.
o Become a fan of expert pages and register to participate in other List Serves that focus on your area of expertise.
o Read and post to other expert blogs on your topic.
o Write articles focusing on your area of expertise and submit them for online publication. You can go to www.TryMyFreeArticleTemplates.com/karel for 3 free article templates.
o Make every opportunity to interview other industry experts by teleseminar and provide those to your clients as additional resource material.
o Build an accessible on-line library that is exploding with information for your customers and clients.
o Create surveys for completion by your target market to gain knowledge through research and insight that is unique to you. Publish a white paper or report annually that includes this research.

Now, you have the keys to dominating your business niche. Nothing is holding you back from being the expert, knowing your target market and maintaining a gentle helping hand. You are in charge of designing and maintaining a world of comfort for your customers and customers. You can make their lives easy because they now have you – the expert to rely on.

About the Author:

Karel Murray is a Certified Speaking Professional, author of “Hitting Our Stride: Women, Work and What Matters” and business trainer who helps women entrepreneurs and executives improve their overall business effectiveness and productivity. Now, you can listen to her exciting, free interviews at http://www.JustiForaMoment.com. Each podcast interview gives you 3 takeaway ideas or concepts that you’ll be able to implement right away