Interrrupting Your Currently Scheduled Programming…

I know I said yesterday that I would bring “Mandatory Marketing for 2008, Part 2″ today, but there’s been a change of schedule. I took my own Content Strategy advice and updated some of my web site’s language last night. Check it out!

http://www.wendistry.com/Services_Services.aspx
http://www.wendistry.com/Services_MarketPlan.aspx

And, there’s more to come! Notice the next to the last bullet point…
I’m putting the final touches on my newest service, “GPA: Geek Personal Agent.” Next Monday, look for a hyperlink to the pdf that fully explains this latest offering.

Okay, back to the promised programming tomorrow… Part 2

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Mandatory Marketing for 2008, Part 1

So, here we are… It’s almost February. Do you know where your Marketing is?

My industry has spent the last 4 weeks in analysis of 2007 and predicting 2008 “mandatory” marketing strategies: Social Marketing, Mobile Marketing, Online Video, etc. These and other topics have hit the headlines and have marketers scratching their heads as to which technology or fad to turn to next.

Let’s cut the clutter:
1. SEO, Search Engine Optimization– If you haven’t gotten around to optimizing your web site, please join this year. Paid ads are okay, but 4 out of 5 searchers utilize natural search and your goal is to appear on the first page of search results.

2. Develop a Content Strategy– Pay attention to any niche areas to ensure that your content is relevant and focused. Text length should be short and bullet points are more likely to attractive and read since longer articles tend to be overwhelming and overlooked.

3. PPC (Pay-Per-Click) Advertising– Continually track and analyze conversions. Hone keywords to ensure that you are staying ahead of your competitors.

4. Build a Blog– More and more Internet media researchers, journalists, and potential customers are turning to blogs for up-to-the-minute information and personal perspectives on you and your company.

5. Develop a mobile compatible web site– Mobile devices are increasingly being used to access the Internet… whether it be comparison shopping on-the-go or for up-to-the-minute information, directions, or buying tickets to events. Is your site “mobile ready?”

Tomorrow… Part 2

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So What’s the Big Idea?

Stumbled across in my reading last night:
“Clients and prospects have zero tolerance for marketing fluff, but a deep thirst for ideas that can help them. Selling services is not just about price, qualifications, or your firm’s long string of success stories (as thrilling as those are). It’s about the insights and ideas you bring to clients… if you can’t provide great ideas, you might as well stay home.”

Now, while this perspective applies to me and my work, it also applies to anyone who is in business to make a profit and make a difference. So, what’s YOUR big idea? What problems are you solving? What solutions are you providing to your customers? How are you making them happy and coming back for more?

If you don’t know… let me know

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PR: In-House or Outsource?

In? Out? Geesh, when it comes to Public Relations and Media Management, most companies (especially start-ups) have to face either hiring full-time in-house personnel or outsourcing the function to a firm. Here are my thoughts on the pros and cons of either scenario:

1. The PROS of an in-house person/staff:
- Lower cost– decent PR firm will run you $10K to $18K monthly
- You retain the knowledge and control of your industry secrets/advantages
- You own the press/analyst relationships more directly
- Your team is able to respond quicker in case of crisis management or breaking news

2. The PROS of a PR firm:
- Compounded network of their access to industry journalists/analysts
- Their client roster/peer as potential network for your company
- Valuable outside sounding board
- Additional source of new ideas

3. The CONS of an in-house person/staff:
- PR is usually just a sub-set of overall marketing responsibilities
- Less frequent correspondence with journalists than a PR firm will have may lead to missed coverage opportunities
- Being too close to subject matter may limit scope of new ideas

4. The CONS of a PR firm:
- Exhorbitant cost
- Typically most of work delivered by junior-level firm staffers
- Time spent keeping your PR firm updated
- They own the journalist/analyst relationships
- Possible conflicts of interest with their other clients
- Weekly/monthly status reports and other posturing and continuing “sales” activities

Whichever option you decide is best for your business, just make sure your PR professional keeps track of published articles, editorials, press announcements, TV appearances, all coverage your company garners each month. Your person should list these items attached to the monthly invoice along with the time spend making call to try and get speaking engagements and the community relations work performed so that you, as the business owner, can see how much time and relationship building goes into the whole PR and media process.

I figure when my clients see how all these activities add up, they can choose either to handle it themselves in-house (plus run their business which already keeps them overwhelmed), or let me do what I feel I do best.

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A Friday Funny

It’s been a long, hard week for me, so here are my final thoughts this Friday…

Everyone get outside, enjoy your winter weather, and have a great weekend… with no complaints! ;-)

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The Silent Symphony

Every once in a while I like to pop in and check out Mark Stevens’ “Unconventional Thinking Blog.” Today he sent out an email that has a very specific message about life, but I also think it applies to marketing and your company’s brand message.

Mark says, “The Music Of The Silences… it is so much more powerful than the music of the orchestra. Of the exclamations. Of the boisterous proclamations. When nothing has to be said, and yet everything is as clear as can be, it is a masterpiece.This is the art of the subtle.

“Every great business person lets their accomplishments talk for themselves. Every great company delivers something exceptional and allows the silent referrals to build its base. People go to business school for years to learn how to make noise. To beat drums. To spend zillions on advertising. Caught up in the machine of conventional wisdom, they forget that yes, life imitates art, but business imitates life as well.”

With those thoughts, I pose the question… look closely at your company, it’s mission, it’s Unique Value Proposition and selling point. Is your message distilled, refined, defined not only by what it says, but also by the whitespace… the void that’s left… the echoing silence? Most-times it’s not what you’re saying; it’s what you’re not that speaking most loudly.

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Davos 2008– Why You Should Care

Over the next 5 days, the tiny Swiss ski resort of Davos will host its annual invasion of the powerful, rich, and famous… filling the high altitude atmosphere with opinion, policy, and a little more hot air. The annual World Economic Forum.

The Forum typically champions a capitalistic and free-market world view where some 1,000 of the world’s largest businesses pay $38,700 a piece for annual membership into this exclusive club. Not counting the extra $15,990 per person to attend the actual meetings in Davos that opened today.

Just what the hell are all these inflated egos discussing? The Meeting has opened with calls from the Co-Chairs to exercise “The Power of Collaborative Innovation” to meet the top challenges of economic instability, climate change and environmentalism, and equitable growth. Reporters and journalists from around the globe will record debates on subjects ranging from the state of Pakistan to cancer. But one topic, the state of the world’s economy, will certainly garner the most talk.

So, how does this affect your business? As in all things in life, the “trickle-down theory” is why Davos should be important to you. CEO watching is a past-time of mine and I’ve realized that the discussions at Davos this year are the product launches in five.

I am currently working with a client who’s entire business platform is based on leveraging technology for corporate information collaboration (i.e. no more paper). They are in front of the wave that addresses all 3 of the challenges listed above and I am very excited about their launch and subsequent growth (more info to come!!)

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Brand Plan

People only remember one thing about your brand, so say the most by speaking the least… the simplest message wins.

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Money for Marketing… (or Money OR Marketing?)

As financial commentary continues to suggest an economic recession ahead (SOMETHING’S got to sell business newspapers, mags, and talking heads), most companies’ first reactions are to cut costs… and they usually start with marketing, also viewed as the “fluff” department, right when they need to get their message out and stay in front of customers the most. If you don’t continue to attract customers then downturn survival is impossible.

It isn’t just about cutting costs… it’s about spending wisely, so I’m outlining some ways small businesses can leverage the power of search engine and online marketing to weather the recession storm. Online marketing provides the most accountable way to acquire new customers. When times get tougher, you need to make sure every marketing dollar you spend counts and is providing return.

1. Organic listing (search engine results)– getting your company into the web results of top search engines is vital for generating free traffic to your site.

2. Sponsored listing (search advertising)– Search engine advertising involves promoting your business on the search engines in their sponsored listings area. This is the surest way to gain exposure to vital prospects in tough times. Not only is listing possible in a short time frame (your search engine ads can be live in hours), but the sponsored results are keyword specific providing rapid targeting opportunities.

3. Local search listing (bricks and mortar business listings)– Offering businesses the opportunity to tap into the growing number of customers using search to find bricks and mortar retailers and service providers in their area.

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Taking Chances

Met with a new client yesterday (one who has never gone into business for himself before). As we were discussing all the concerns this gentleman had… leaving his secure job (that he hates), leaving the status of his title (that really means nothing to him), leaving 5 weeks of paid vacation (to which he always takes his laptop and Blackberry), it got me thinking about myself and all the changes that have come from taking the chance… taking the leap to officially be in business for myself.

1. I’ve Lost My Fear of Failure: With less at stake, just my own ego, I’m more open to taking chances and risking potential failure. No longer wedded to constant success, I relish the learning curve of a new experience, if not always the result.

2. I say Yes Instead of No: Thriving on your own delivers a knock-out punch to that portion of your brain that’s always muttering, “You can’t do that.” Yes, actually, you can. A lot has been written about the courage to say no… the tremendous freedom in turning down unwanted requests and invitations or turning aside nosy queries. Let’s take back the courage in saying yes.

3. I’m Less of a Control Freak: Okay, notice I say “less,” not “not.” I used to think that if I wanted something to happen, I had to micromanage every detail. Now, I understand that I can also surf the waves of life, working toward a goal rather than attacking it like Normandy Beach. It’s amazing the serendipities and financial rewards that will just flow to you if you’ll get out of their way.

4. I’m Nicer: My friends and family know that I am always open for coffee, a ride to the airport, a shoulder to lean on and cry on. I genuinely pay attention to the name tag on the checkout person at my Whole Foods, and I look for opportunities to say “good morning” to others.

5. I’m Smarter: No longer tied to one particular industry of business, my consulting takes me into the intricacies of wine fermentation, the complexities of IP telephony, the orchestra of running a successful restaurant, and the twists and turns of all kinds of businesses. I get to meet facinating people every week and it’s amazing to feel my own creativity humming.

6. I’m More Fun: If we wisely write our plan as we launch into a career of our own, the new life will make us happier. We will become a delightful person reminiscent of who we were as a child. On Monday this week, Scott Ellis http://www.vsellis.com/ and I were working on his DZX Medical company http://www.dzxmedical.com/ together in our sweats and ball caps. Around 11:30am after having been hard at it for 4 good hours, I said, “Let’s go for a walk.”

Across the street from my condo is a private park nestled between three office buildings. It is beautiful… landscaped shrubbery, manicured grassy lawns, small pools with fountains, and tons of benches under large shady trees. To make this oasis complete, the park has installed a 8 foot by 8 foot concrete checkers board with large, 1 foot diameter round checkers.

As attorneys and bankers and finances players ventured down from their offices, ran quickly to the diner across the park, and hurried back to their desks all in 10 minutes flat, Scott and I played checkers for an hour.

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