SOME FREE / LOW-COST MARKETING IDEAS

This economy sucks for most of us. Sure, there are reports that the "recession" is "coming to and end", but while you’re waiting for hell to freeze over, here are some low cost and free ideas to keep your marketing afloat…

• Update your website :Not only is this a good mental exercise, it helps your search engine interaction. Editing your site content is a good way of taking a fresh look at what your marketing message is and how you’re putting it across. Updating the content lets search engines know that your site is being updated, and to come back and re-index it.
• Update your blog / Start a blog :If you don’t already have a blog, START ONE. They are free. You can link them back to your website, helping your search engine exposure. You do not have to be a best-selling writer. Everyone has an opinion about something in their industry, even if that opinion is the opposite of everyone elses. Share advice and express yourself. Take a few minutes once a week or every couple of weeks, and put the word out.
• Email Signature :Is your email signature up-to-date? Is your website/blog and contact information in it? No? Then what are you waiting for?
• Social Media : Do you have a Facebook page for your business? This is different from your personal FB page – it’s one that is for PROFESSIONAL purposes only. Seriously consider having one of these, even if all your do is post links to your site/blog in it. It’s a good SEO tool and a free marketing tool. Take a look at Twitter and other social media tools. They may not be for you, but taking a look won’t hurt….
• Online Ads : Use free services such as Craiglsist to place free ads, with links to your website. Don’t put contact information in them, just links to your site/blog. In addition to search engine exposure, you can drive traffic to your website. Make the ads eye-catching and interesting. Just keep them honest. If you have products to sell, consider an eBay auction. You can set a reserve price, and put links back to your website, giving you instant access to a global audience.

Coming up with free / low cost marketing ideas can take a little imagination, but they are out there. Your investment won’t necessarily be financial, but you will need to invest something, even if that "something" is a bit of time.

I’d love to hear about any others. Until next time!

OIL AND WATER: INSTANT GRATIFICATION AND MARKETING

In a world of instant gratification, instant messaging and instant coffee, some things take time; a day is still 24 hours long, the seasons (at least for now) come and go in rotation, and building a good reputation doesn’t happened overnight…though destroying it can, but that’s another post.

Especially in the online world, so many people seem to think that it’s all about flooding everyone with tons of information and hoping some of it will stick. Unfortunately, in some cases it seems to work and this encourages others to try the same.

Over 90 percent of email is spam. That’s an amazing amount; 9 out 10. Much of this unwanted garbage is “marketing”, whether for a male “enhancing” pill, someone who wants to pass $2,000,000 through your bank account (have you noticed that the dollar amounts seem to have dropped lately), or people wanting to tell you how to get out of debt.

Look at social media. The “social” part of that term implies interaction and communication. Alas, from Twitter to Facebook, blogging and beyond, the social media world is becoming like the email one, lots of people shouting their message and few listening.

Television, door-to-door salespeople, various causes outside well-know stores, advertisements, banners, signs, business cards…they’re all one-way. YOU MUST BUY / GIVE / USE. If you’re lucky you may hear the “why”.

In my humble opinion, and I don’t profess to be an expert, this isn’t marketing. In my (still humble) opinion, marketing is about having a product or service (or whatever) and informing people about it.

But hang on, isn’t that what everyone is doing?

To some degree, but many seem to have lost the focus that the relationship is as important as the product. It seems to be more about the hit-and-run approach and on we go.

Perhaps I’m a little old-fashioned, but I’m not in the business of trying to ram my products down anyone’s throat. Much of my marketing effort is focused on working with and helping clients, expanding my network and giving.

Did he say “giving”?

Relationships are built on trust. Many first dates don’t start with a kiss, but if all went well, they might end with one….after people get to know each other just a little.

Marketing is no different. Perhaps getting to know me a little and being sincere might lead you to realized that I don’t need or want your product, but you know what, I might know someone who does…and you might learn something…

That is marketing.

DO I HAVE A PRODUCT FOR YOU…!

• Looking for a thud-thud?
• Well, check out this whiz-bang. It does everything a thud-thud does and more!
• It’s only 10 klizzons!
• Tell your friends and we’ll even take their current thud-thud as a trade.
• How many do you want?

With apologies for my dreadful name creation for nonexistent products (stone age meets Star Trek?), the above pseudo-conversation is comprised of sales and marketing cliches. My question to you is, which of the five bullet points are sales and which are marketing.

As you sip your coffee and wonder why the heck you’re even bothering to read this post, I ask you to indulge me, if only for a minute or two.

Many people confuse sales and marketing. In fact, so many companies combine the two that they’re somewhat synonymous or interchangeable. Yet the fact of the matter is that marketing is 80% of the process that comprises "sales and marketing", the ultimate goal of which is to sell something, close a deal, agree a contract, etc.

80%…if applied to the conversation above, that would mean four of the five bullets are marketing related. If you’ve read this far, you probably know which is the odd-one out (sounds a bit like Sesame Street, doesn’t it).

Whoop-de-do Dave, so what’s your point?

My point is that by confusing, whether deliberately or otherwise, the two processes, sales and marketing can become more work for everyone involved. After all, the two require very different approaches. Marketing is, as the name applies, about bringing an item to market, letting people know it’s there, letting them know what it can do to improve their life. What it can do to address a need they have. If you’re looking for a good example of this, take any one of the pharmaceutical ads on TV. It’s a creative process. Whether you’re "dressing up" a product or service or not is up to you, but as a marketing person, you’re present your product’s best side and the benefits it can bring.

Sales is about closing the deal. It’s about negotiation, possibly persuasion. At this point there is at least a perceived desire on the part of the customer. The sales person needs to fill that desire…this making all the customer’s dreams come true.

I see many cases, especially is small business, but in larger companies too, where the desire to close the deal becomes so important that it overshadows the marketing. Consider many door-to-door solicitors. It’s about getting the quick sale before the door is closed, keeping the customer talking, persuading, charming, whatever it takes…all sales….without knowing that the customer may not even be interested. Ditto phone solicitors.

The difference…?

Marketing is about understanding the needs of the potential client and proposing your product or service as a solution. It includes advertising, feedback, market research and all those tasks that help give that the product (or service) every opportunity to succeed.

Without understanding marketing, forget the sale. If you’re like me, a person who is CEO, Janitor and everything in between, you’ve got to wear different hats for different parts of the sales and marketing process.

When wearing your "marketing" hat:

• Know your product(s).
• Learn your clients needs.
• Present your product(s) to your clients to meet their needs.
• Work to generate interest.

Then put the "sales" hat on and close the deal.

Go get ‘em tiger.

Dave Segrove is a Phoenix Small Business Web Designer and Marketing Consultant. You can learn more about Dave’s products and services at www.JDELtd.com.

PERSONAL BILLBOARDS (AND CONVERSATION STARTER?)

I was working on my laptop the other day in at a Paradise Bakery in Phoenix (free Wi-Fi and an excellent "frequent flier" program) when I looked around at several other people, like me, all busily tapping away at their laptops.

Whether it was the potent mix of a particularly strong coffee coupled with a ray of sunshine that hit me just right I do not know, but I suddenly thought…"hey – all that advertising space".

• How many people have laptops?
• How many people use them in public places?
• How many people glance at them while walking by?

Imagine a simple ad on the back of the laptop lid…

"Ask me about…[insert product or service]"

or "Need [insert product or service]? Visit www.[insert website].com"

Nothing elaborate, and something that can be read from ten to twenty feet away. Buy a simple clear or white weatherproof label, print, stick and voila!

In this economy, anything’s worth a shot, right? Who knows what sort of conversation might ensue…

A GUARANTEED WAY TO GENERATE INTEREST

If you’re reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.

In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.

A captivating lead-in can make a huge difference, no matter what product or service you’re offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or website and not the next guy’s.

For example, which sounds more interesting?

• EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS




• YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

Now, perhaps these aren’t the best of tag lines, but if you are trying to stand out from the crowd by virtue of your experience, both are adequate. However, in my opinion, the second tag suggests a slight "challenge", possibly that cheap isn’t always good…? Both articles or websites, blogs, flyers, brochures or whatever could have very much the same contents, but giving the prospect something to think about could be the margin you’re looking for.

When you’re writing your next article, blog post, advertisement, web site…etc, consider asking a question that people might not have thought about. Take a different view on an everyday subject. Be controversial. Stimulate discussion. Make them wonder what mysteries are inside

Bear in mind, that the content is important too.

I’ve written about being #1 on the major search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). Have a great seo-friendly site that gets you placed is important, but it’s no use if people aren’t staying on the site.

Ditto anything else. The content is as important as the title, but having a good lead-in certainly helps.

WEBBY’S : JULY 2009 ONLINE

The July edition of Webby’s Updates is now online at www.JDELtd.com. Simply visit the site and click on the “news” button to read it.

This month features include two marketing pieces, JDE client reviews, news, new website launches and, of course, Webby’s Trivia.

Happy 4th of July!

“I’ll GET BY”

"I’ll get by," said a colleague the other day when we were discuss business cards and following a newsletter article (link here) I’d written on the subject titled "10 ways say it with cards". The conversation was about what I refer to as "marketing makeovers", reinventing oneself. This colleague had approached me with a simple request, "I need to change something because what I’m doing isn’t working."

In the current economic climate it’s easy to feel that way. There is an undercurrent of uncertainty in so much of what we do in our personal and professional lives. Business has suffered across the board. What was once taken for granted is now an uncertainty (just look at GM, AIG or Lehman). Everyone is treading carefully because no one can afford to take a risk any more.

But, back to my conversation. We looked over my colleagues marketing material, and discussed how we could "tune" a few things here and there. One of the recommendations I made was a "makeover" of some of the marketing materials. She responded by saying "oh it’s okay, I’ll get by". What I was proposing was not expensive, I hasten to add, and my colleague knew that. But such is the economy that she wasn’t willing to take even that small chance.

"Do you want to get by or get ahead?" I asked her. I explained that she knew she needed to try some new things, hence our conversation, but a change in approach coupled with a "make do" feeling on the supporting materials is a recipe for failure. As Yoda said in The Empire Strikes Back, "do, or do not, there is no try". If you want to change, then decide to change.

As a marketing person, it’s my job to be honest, otherwise, we would have parted ways and her positive feeling about her new strategy would have lasted a day or two at the most. It was my feeling that the "makeover" was need to shed the "old" image. People like new things. You start a new job, you get a new suit. It makes you feel good and that shows. Yes, money is tight, I can attest to that, but if you want to try and remake yourself, don’t settle for "getting by".

Decide to "get ahead". It doesn’t have to be expensive and, to paraphrase a well-known proverb, "a small change is as good as a huge rest".

You’re different…just like everyone else…

The title of this post was intended to be somewhat tongue-in-cheek, but there is at least a grain of truth in it. While many marketing consultant, “gurus” or “experts” might beg to differ, I’m of the firm opinion that one size does not fit all when it comes to marketing.

Why? Because we’re all different.

I do some 1:1 and group marketing development exercises and in one I asked people a simple question:

“I’m a potential client. Why should I do business with you?”

At least 7 out of 10 times, the question stumps. But when you consider it, it’s not a particularly difficult one, at least it shouldn’t be if you’re prepared.

Like it or not, your marketing “radar” needs to be on, whether fully or partially, 24/7. Whether your marketing strategy is verbal, printed, online or whatever, you need to be somewhat prepared to jump on an opportunity. So, consider these questions:

1. What do you do for your clients?
2. What are three benefits you provide your clients that no one else can?
3. How can you back up these claims?

Write down the answers using non-technical (non-industry) jargon. The first should be relatively straightforward. The second may take some thought, as will the third, but consider your track record, testimonials, awards etc.

Now, when marketing yourself, know these answers. Whether on your materials or in person, craft your answers accordingly:

1. “Here is what I can do you.”
2. “Here is why you should use me and not someone else.”
3. “Here’s my proof.”

Be different. Be you.

Dave

Please visit my small business development site www.SBGenetics.com for other articles.

HANDS-FREE MARKETING : A SIMPLE G-A-M-E PLAN

Whether you’re considering a new mail, email, social media, advertising, networking or other marketing campaign, it pays to have a plan. Too often I’ve seen individuals and companies throw resources in an attempt to “market” their business with, at best, questionable results.

Like it or not, there is no quick-and-easy way to market yourself or your product, but it doesn’t have to involve a huge expense, think tanks or a myriad or marketing and advertising professionals.

So, here is the Dave Segrove (JDE) simplified marketing G-A-M-E plan. There are four components, each requiring their own research and producing results. Pulled together, it’s a good start…

GAME – Goal / Audience / Method / Evaluation

Goal – What are you trying to achieve? Much of the time I hear things like “more customers”. While we’d all like that, you might want to consider something a little less generic such as a growing a client base in a specific marketplace. Knowing what you’re trying to achieve will let you set a goal.

Audience – Who are you targeting. Everyone? Think again. The “how” (the next step) will determine what you can afford to spend (in resources). Is a very broad base of potential clients better than a focused group? Do you, or does your business, relate to a particular demographic? Is there a market that no one else has discovered yet (I wish)? A little bit of research here could yield dividends.

Method – How are you going to market yourself? What medium (Internet, in-person, mail, print advertisements, free samples) are you going to use? What’s your budget? By that I include time, money and resources. Money isn’t the only thing to consider when you’re budgeting a campaign. Who will do the work? Are you already putting in 50 hours a week? Can you do more? Time management is also something to think about.

Evaluation – How will you measure success? What is an acceptable return on investment? Knowing up-front what measurements you’re going to use can help you keep yourself on track. It will also (potentially) allow you to adjust your Methods in order to obtain your Goals.

So, before you set out on your next marketing adventure, consider a G-A-M-E plan…while some of this may sound obvious, I really believe a little planning goes a long way.

Any one of these criteria can be explored in depth and at length. I’m always available to help you figure out what will work best for you.

Good luck!

Dave

You can download a copy of the G-A-M-E plan process from my Small Business GENetics website, www.SBGENetics.com

HANDS-FREE MARKETING: WHAT’S SO SPECIAL ABOUT YOU?

I see it on websites, in email signatures, business cards, refrigerator magnets, calendars…and lots of other places: “I appreciate referrals”, or a variation thereof.

To be quite honest, I don’t know too many businesses that don’t appreciate referrals, I’m one of them. But why should people refer me anyone? What’s so special about me that I deserve it?

If you’ve provided value, service or other benefits to you clients, you would hope that word would get around. Unfortunately it doesn’t always work that way. Sometimes people need a gentle prod to remind them.

So where am I going with this?

Tell them! If you’re so great, let them know. Why should people do business with you? Do you offer great service, dedication, commitment to your client? Do you do something that no one else does (legally I would hope)? If so, tell people what they can expect. Don’t just ask for referrals, give them a reason.

For existing clients, a little reminder…”hey, I did this for you and you were really happy”… For potential clients “hey, if you work with me you’ll get this and this and even this”….

It’s okay to “show off”, “toot your horn”, “shamelessly self-promote”. It’s not rude and it’s certainly not cliché. Your competitors are doing it, why shouldn’t you?

Next time you’re updating your email signature or card or other marketing materials, consider adding a couple of bullet points highlighting the benefits of doing business with you. You don’t just sell a product or service, you’re good at it, and for a reason.

Stand out from the crowd. You’re unique. Show them how unique. Just don’t lie or embellish too much