As Facebook continues to make marketing activities more cumbersome (and expensive), have you tapped into Google+ for your social media activities? If you haven't checked it out yet, here are some reasons to take a look:
It's Free! Much like Facebook used to be for businesses, Google+ is completely free. All you need to do is set up your profile and get started. You can post for free, promote links for free, promote products for free. Everyone who follows you will see everything you share without you having to dole out any cash. A free way to extend your market reach? I'll take that! No Censorship Perhaps the most annoying part of Facebook is its new way of censoring news feeds. Your customers only see what Facebook decides to let them see, not what you want them to see and certainly only a fraction of what you actually post. (Unless, that is, you pay for it.) Google+ goes back to the days of information being available to everybody. No censoring, no selective sharing, no feelings of having your activities controlled and skewed by a social media company. If you post something for the public to see, well by golly there it is! It's almost like a breath of fresh air to realize you can post something and people will actually see it. Grow Your Network Through Communities Just as social networks like LinkedIn and Facebook have set up discussion groups that you can join, Google+ has done this as well (they call them "Communities"). Targeting small businesses? There's a community (or 20) for that. Targeting artsy/crafty folks? There are general and niche communities for that too. Communities are open to everyone and so far I've seen no restrictions on joining. So go out there, find some virtual communities that are most relevant to your industry and marketing goals, and get to networking. Building relationships is always the best way to grow any business. A Great Platform for Content Marketing Facebook used to be a great way to share blog posts and other content marketing initiatives. But now you have to pay for the exposure, and it's only gotten worse over the last six months. Google+ lets you share content freely with your network - no fees, no restrictions, no funny business. The only restrictions you are subject to are the restrictions set forth by individual group moderators. So if they say no promotion, be a good human being and don't post promotions there. Instead, use the group to connect with people on a more personal level and then share your content within your profile that they follow. Simple as that. Thinking About Joining? Is Google+ able to dominate the market in the same way as Facebook and Twitter? No. Will it work for everyone and every type of business? No. But are there people using it? Yes! And these people are pretty strongly devoted to it, and may not be on your other social networks. So why not give it a shot and see if it works for you? I've had a great experience using Google+ to grow my network and reach more people. It's a simple interface that is easy to use, ad free, and one of the few remaining open communities where you can still control where and how your information is shared. And besides...if nothing more, you'll just have lost a few hours of your time trying out something new. Have you had a good experience on Google+? I'd love to hear about your tips and tricks in the comments!
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How many times have you gotten the job because you followed up at just the right time? Do you have a good system in place to remember all of those people who you needed to circle back with? If not, consider a CRM application.
What Is a CRM Application? CRM stands for Customer Relationship Management. To put it shortly, it's an application that helps you manage your current and potential customer base. You can use it to manage your marketing efforts, your relationships, your conversion data, your contact information, and even your internal team and how they distribute work. Why Should I Use One? CRM applications are typically used by sales teams in established businesses and organizations to work their pipeline, maintain connections with prospects, and track conversions. They also use them to report out data as needed. But I believe a sole proprietor or small business needs the same level of efficiency and organization if they want to be successful. The great part about a CRM tool is that you don't have to purchase all the parts you don't need. And it doesn't have to be expensive. I have had great success with Salesforce.com, so I'll be touting that one in particular here. For only $5/month I get functionality that lets me manage all of my new and prospective clients, make notes on marketing efforts, schedule follow-up activities, document projects, and run reports. And it's all stored on the cloud. So if my computer dies, my contacts (and the lifeblood of my business) live on. A Day in the Life of a CRM'd Sole Proprietor So how do I put my CRM application to use? For every new person I interact with that is either providing me business or could provide it in the future, I create an account that links that contact with any others related to it. I enter their job title, email, phone, cell phone, address, website, you name it. I then create a note about our interaction, and copy any relevant email text into the record that I might want to remember. Once that's done, I set tasks for myself. And I do this everyday for both new and existing contacts depending on what happens in my business.
The beauty is that when when I log in everyday, all of my tasks are conveniently listed for me by date without me having to think about anything. Everything I need to do for that day is right there, and I can click on it to view more details and review the history on the account. It's like an instant refresher, and it allows me to follow up in a more personal way. Where to Get a CRM I highly recommend Salesforce.com. For contact management for up to 5 users it's only $5/month. Plus it's web-based, easy to use, and has just enough functionality to help you manage your clients. If you want a little more functionality you can go up to the $25/month package. It goes up from there depending on your needs and how many people you want to be able to use it. Sound good? It works well for me. Click here to view Salesforce.com's pricing information, and welcome to the world of CRMs! Suppose you're writing a blog or creating some marketing materials, and you need some images to embed in your copy. Always make sure your images are free for commercial use. The last thing your business needs is a lawsuit! Here are some good resources for images:
Wikimedia Commons Pixabay Free Photo Bank Freepik Photopin Openclipart Freerange Morguefile Freedigitalphotos Dreamstime Microsoft Clip Art U.S. National Library of Medicine U.S. Department of Agricultural Research Service Science Photo Library My favorite inexpensive (but not free) site is: Fotolia Any other good resources I've missed? When you hear the word "technical writer" what comes to mind? Computers? Engineering? Complicated subjects? I want to challenge the writing world: have you considered the idea that a technical writer can be the best resource for all of your communications projects? Let me explain why.
Technical writers are skilled at creating clear, concise text that translates complicated ideas into simple ones. This skill is great for areas like computer software, manuals, engineering documents, and other communications that need to be clear and to the point. This is a given. But what it's also great for is a wide range of communications, the most obvious of which is training materials. Training is a close cousin to end user documentation; it's just a different format. Really good training materials have not only stellar instructional design behind them, but also clear language. What if your design and ideas are great but your text comes out muddy? How will that affect your learners? Wouldn't technical writing skills be helpful in this scenario? So let's take this a step further. Would you hire a technical writer to create your marketing or web communications? Maybe? Maybe not? It may seem counter-intuitive to put a technical writer in this role, but in order for marketing or web copy to sell it has to grab attention quickly. This means not rambling. This means making sense to a wide audience. This means getting to the point, but in a creative and catchy way. Now here's where things get squishy. Have you ever seen marketing text with a bunch of flowing, embellished words that honestly aren't coherent and don't really get to the point? This is a classic case of "attempting to be creative and catchy, but in the process completely erasing any semblance of quality content" syndrome. When I was employed as a technical writer, I would often fix the work of the marketing communications person for this very reason. And honestly in the end I wound up completely taking over, because as a technical writer I was just able to create something much more effective. So when you're looking around for writing help, think about the technical writer. And not just for technical projects - but for a wide range of projects. Their unique skills can sometimes be advantageous to your communications endeavors, if you just take the time to find one who has a bit of a creative bug in their arsenal. For a small business owner or someone trying to start a business, don’t forget that YOU are your biggest sales tool. What does this mean exactly? First it means that you have to actively get out there and sell your business, interact with your target market, and invest the time. But it also means that the following things can make or break you when you are interacting with a potential customer:
But you also have 30 seconds to make a good impression and draw in your potential employer . This includes your dress, your mannerisms, and your quick sale of yourself (who you are and what you do). The rest of the time you have to skillfully sell yourself as the best person for the job. Or at least sell yourself in such a way that they feel you might be a good candidate for future positions. If you blow it, you blow it. It’s the same way in business sales. As you try to grow your business, remember that even if you don’t make an immediate sale with a person, you are your biggest sales tool for ensuring that maybe this person will come back to you in the future. Make sure you speak articulately and with confidence. Make sure you have thoroughly prepared answers to all potential questions. Make sure you have a rote answer prepared for questions you don’t know the answer to. And make sure you have some materials to give them that they can reference and take with them. Sometimes it takes potential customers time to process your offering(s) and to actually solicit your services. In fact, many times people will not purchase your product or service the first time they see it. But that’s ok. Just leave a positive impression in their minds and be sure to follow up. But also make sure your marketing materials are strong, so that your prospects have an incentive and a means to circle back with you if they so desire. This is why sales and marketing go hand in hand, although that’s another blog topic (click here to read it). Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. A lot of people lump sales and marketing together into one entity, thinking they are the same thing. Businesses sometimes think if they focus on salespeople and those types of activities, then they are marketing. And vice versa – if they focus on marketing, then they are selling. But it’s just not true.
Sales and marketing are two different entities. So what’s the difference? Marketing is the process of promoting your business and the products/services within it via materials, strategies and ideas. Marketing can take the form of inbound or outbound marketing, and there are many different techniques within these realms. Some examples of marketing include websites, direct mail pieces, ads, email distribution lists, solicitations, newsletters, social media, etc. All of these entities involve things – people are involved in producing those things, but that’s where the interaction stops. Sales involves directly talking to people. It’s a people to people job. It’s about converting those people you are marketing to into actual customers. Sales can take the form of phone conversations or in-person visits. It can be attending a trade show and talking to people. It can be negotiating a contract based on your business structure, or making deals about rates. The key difference is that in sales, you are discussing the marketing materials you are presenting (or the business itself) with the goal of changing prospect interest into money for your business. Can you run a successful business without both marketing and sales? Probably not. This is because you use your marketing materials and resources when you are trying to sell, so you need to create those materials first. How often will you purchase something without a tangible object (brochure, product proof, written testimonials, etc.) or website to reference? Having printed materials, graphics, displays, websites…all of these things add credibility to what you are selling. Without it, you may as well be selling air. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. I am contacted all the time by people who want to start a business and need my services, but who don’t realize that they actually aren’t ready. So then what does it take to BE ready to start a business?
The majority of clients who contact me about starting a business only have an idea in their heads. They don’t have a business plan, they haven’t saved up the cash they need for capital expenditures, and they haven’t thought through the costs of actually running and marketing the business. All of these entities are requirements for setting yourself up for success; skipping any or all of them can cause you to stumble later on down the line. It’s important to note that creating a solid brand takes time and varying amounts of cash. Have you calculated how much money you need to create a website, create your image and brand identity, and create your marketing materials? Have you saved up the money to cover those costs? And if not, are you trying to get started on the cheap by hiring the most inexpensive (and often least professional) help possible, thereby setting yourself up for failure before you even begin? (See my post on cheap writers to see what you really get when you hire on the cheap) Lately my advice to new clients has been this: take some time, research your market and competition, write down your expenses, and save some capital to fund your endeavor. When you have done that, I can do my job and help you grow. And you will be ready for success. So, think you are ready to start a business? Use this list as a reference:
Starting a business is not an easy endeavor, nor is it a fast one. Because everything in our society is so fast, people want to get their businesses going quickly without having to put in the time and effort. But remember: you have to do the work first in order to be successful later. Take the time to plan, save, and research so you set yourself up for success. Consult with a professional so that you know what you are doing. That way you have a better chance of achieving the ideas and dreams you are so passionate about. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. So you want to reach your customers. You send out marketing materials, then more, then more. Yet you still don’t receive the response you want. In fact the response is actually decreasing now, which instinctively makes you try harder. Is it possible to overly market? It sure is. This is actually a very detrimental activity for your business.
When you decide to directly market to your prospects – whether it’s via social media and email, or printed materials like direct mail pieces – be careful how you do it. It’s easy to cross the line into spamming and degrade your image. Choosing how to conduct your marketing activities depends on the type of business you own, and what you are trying to sell. To avoid turning off your customers and decreasing your prospects, choose your marketing tactics carefully. Any good marketing person can help you with this if you aren’t sure which direction to go. But a good rule of thumb is: don’t repetitively spam your prospects with emails, direct mail, etc. in a very short period of time. It’s like receiving a phone call everyday from the same company, saying the same thing, with the same tone, and the same words. How long would it take you to stop answering the phone? Not long. Think about what this means for your business. If you need to increase interaction with your prospects, vary your materials and let them have the option to view it rather than forcing it upon them. Employ more inbound marketing strategies. Save the messages you really want them to see for planned campaigns and outbound marketing. That way you will get their attention when you really need it, but not turn them off by continuously shoving a bug in their ear. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. Blogs seem to be the hottest trend on the internet. Many companies are adding them to their websites in the hopes of increasing their customer base. But is this always a good idea? It depends on the company, and it depends on who is in charge. Here are some things to consider.
1. Can you write? If you are going to run and/or write a blog, first and foremost you have to be able to write. And to write well. Blogs are used to drive traffic to your site and to demonstrate knowledge and expertise. They are also used to engage your market in relevant trends and keep them updated on things that are going on in your organization or field of work. But if you can’t write with skill…then don’t write a blog. Let’s imagine a scenario where a potential customer sees an interesting blog title and clicks on it. They have arrived at your website, which was goal number one. Great! Now they start reading the blog entry and find that the wording is jumbled, there are spelling errors, it doesn’t flow, and overall they just can’t understand the message very well. What just happened? You just lost a customer. Why? Because you lost credibility. So before you add a blog to your site, consider whether or not you have the writing skills to successfully run one. And if you don’t, employ outside help to write or edit your content to make sure it stays professional. 2. Can you consistently add content? If you maintain a blog, you have to be able to consistently add content to it. It doesn’t have to be every day, although this is ideal. But it should be on a regular basis so readers stay tuned into it, view you as credible and invested in your company, and even start following you on RSS feeds and the like. A stagnant blog loses its effectiveness. It’s almost like that can of expired soup that ends up at a discount store – at one time it looked really appetizing and was worth some money, but it’s now sat there unattended so long that it’s no longer in the forefront of most shoppers’ grocery experience. And its worth has devalued to a discount price. Blogs need to stay relevant, they need to be active, and they need to keep moving. A living, breathing blog is an effective blog. And one that can convert prospects into paying customers. 3. Will a blog really benefit your particular offering(s)? Before undertaking the time and monetary cost of running a blog, consider its value to your company. What are you selling? Is it a product or a service? What topics around that product or service can you discuss in a blog? Is there enough there to make it worth the time and effort? Make sure you know the answers to those questions before you add a blog to your website. You don’t want to embark on the journey, only to find out that after 10 posts you no longer have anything to say. Good writers know how to continuously find topics to write about. It’s a skill that you can learn, or that you can hire someone to do for you. But regardless, blogs are not relevant for every company. Other marketing efforts may be worth more for your particular company depending on what you are trying to sell, and how much information about that particular item or service is really out there. Think hard about the return you are trying to get on a blog investment, before investing in one. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. So you own a business, or you are growing a business, or you are launching a new product or service. While at first glance entities like sales personnel and product quality (hey, a lot of people successfully sell very poor quality products!) can seem much more important than writing, writing is actually very large part of what drives new business, sells existing products and services, and promotes continued interest in what you offer. How so? Well let me explain.
Most likely you arrived at this website because of something I wrote. I speak directly to a handful of prospects everyday, but not enough to cover all of the traffic my website receives. And not enough to attract the amount of service inquiries and quote requests I get. Think about the websites you visited yesterday, or this year. How did you get there? Maybe you searched for something. Or you saw something. Or the way something was described or written intrigued you enough to want to learn more. Maybe it was on Google. Maybe it was on a social networking site. Maybe it was sent to you by a friend. But you saw words. Think about the ads on TV. What makes those ads compelling…or not? Are we watching silent films? Or are we hearing people speak, and watching text come across the screen, and looking at branding and taglines? Words. Words are powerful. Words are used in every aspect of business, from print and web ads, to radio and television campaigns, to business procedures and contract negotiations. The words that sell are words that took thought and talent to create. Have you taken a look at how your words are performing? How much are you willing to invest in your business communications? Find talent in this area. It’s the number one way to continue to grow your business when you can’t be there. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. |
Contact me at info@writerliz.com.
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