Five Ways to Audit Your Brand
October 2, 2010 by Mary Ellen · 1 Comment
Even if you’re enthusiastic about developing a comprehensive plan, you may be uncertain of how to begin. Simply
corralling everything marketing-related can be a big job.
I suggest you start with a branding audit, a systematic assessment of resources, processes and materials.
It’s a good idea to perform this task periodically. In the bustle of daily business, it’s easy to lose track of assets and how they contribute to the efficiency of our business.
You can perform your own audit in any number of ways. Here are five methods to consider:
- Pile, purge and pencil in the changes. While this isn’t the most efficient of ways to get through large amounts of information, it may fit your style. Gather everything. Toss what no longer works and note the items missing as well as the ones you need to refine or redo.
- Build a flow chart or mind map. Think through your process, noting each step and the items required. Here’s a partial example for service providers: brochure or initial presentation folder, client assessment, thank you, contract, report, invoice. Each item requires a visual assessment. Does it brand you well? Is it consistent with the image you wish to project?
- Review your calendar. Focus on meetings and/or deadlines. Review items needed for each. This will bring things to your attention in a time-friendly manner which you may find easy. When its renewal time for your industry association, for example, you could update your information with a new logo, address, biographical information.
- Make a list. Write down your “to-do’s” in the marketing realm. Unfortunately, without some prompting, you will likely miss some opportunities.
- Develop an Excel spreadsheet and consider some specific categories of information.
- The look of my materials (standardized colors, logo placement, font, footer, copyright information to name just a few).
- Promotional materials. List items individually. Note if you need to update, refine or completely redo the piece.
- Collateral materials. (See the previous list.)
- Website. Check all links, dial each phone number and be sure that every icon works. Update your bio and, if necessary, your photo.
Branding audits provide you with fabulous information, a starting point for your master plan. Take the time to audit your materials.
Here’s an interesting brand audit on scribd.
My e-book, the Six-Week Marketing Master Plan, also provides an audit. The detailed audit (more than 25 questions) is covered in day two of the 45-day process.
“Brand DNA: Uncover Your Organization’s Genetic Code for Competitive Advantage” by Carol Chapman and Suzanne Tulien offers dozens of tips on branding and walks you through the process. I reviewed earlier this year in a post entitled: Transform Your Small Business with the Power of Branding.
However you do audits, get specific and get going now. Ready?
Today’s post marks day two in a 45-day master marketing plan. Take your business to a new level in just one hour a day. Focus on one topic. Learn more.
Act Now. Create Marketing Change!
September 1, 2010 by Mary Ellen · Leave a Comment
How do you create action?
Begin.
Seriously. It’s that easy.
While paths may vary, the outcome – action – never changes. Until one begins, there is hesitation. In the words of Johann Wolfgang Goethe:
“Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative and creation, there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one’s favor all manner of unforeseen incidents, meetings and material assistance which no man could have dreamed would have come his way. Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now.”
Situation: You’ve put off working on your marketing for some time. Pick one:
“I’m too busy.
“Really, I have to manage billable hours in this economy. When it slows, I’ll work on my stuff.”
“You know, I don’t really know what to do or I’d do it.”
“I’m researching the best solution for me. “
“Seriously, I’m up to my eyeballs. What would you suggest?”
“_______________” (fill in the blanks sounds more like me.
Exercise:
- Circle one excuse that applies to you, or write your own.
- Rewrite your excuse/thought:
- I’m too busy but I’m willing to dedicate one hour per week (15 minutes each day – or, some specific amount of time to my marketing.
- I’m thrilled to have work now. I know if I put a solid foundation in place I’d have even more opportunities.
- I don’t know what to do and I’m willing to learn.
- I’m going to begin. Action NOW works best for me.
- If I only took the time I spend thinking about this subject and used it, I’d be ahead. Starting now, I commit….
- Consider the Six Week Marketing Master Plan. Hundreds of coaches, consultants, freelancers, and service providers like you have made the commitment to devote one hour per day to up-level their business. Some make dramatic strides forward as a result.
When I met James he was a consultant who had earned $5,000 in the previous quarter. He studied The Six Week Marketing Master Plan and incorporated some of the ideas included therein. One of those ideas involved a marketing commitment. James worked diligently on his company. Six months later his quarterly earnings increased 300% and he attributes that to the commitment involved in week one. Learn more: http://www.sixweekmarketingplan.com
Disclosure: The Six Week Marketing Master Plan is an e-book I produced as a result of training hundreds of entrepreneurs for marketing today. I collaborated with Maria G. Nozza, a freelance graphic designer, owner of DesignPreneur who has helped hundreds of entrepreneurs with branding. Maria specializes in visual graphics and continues to study web marketing. I specialize in sales-building D.I.Y. (Do-It-Yourself) smart marketing strategies that combine public relations and social media. Learn more.
Local Storefronts Looking for Customer Traffic Advantage Must Sign up for Local Search
August 30, 2010 by Mary Ellen · Leave a Comment
Local marketing. Brick-and-mortar marketing. Storefront marketing. What do you know about real-life marketing?
“Look. I get that marketing has changed. But I want to know when I can do it? It’s great to know the other merchants in the area, but does that bring in a customer? I’m interested in specific things that bring me more customers. Or, do I just need to wait for the economy to improve?”
“How can you guarantee a successful promotion? What works in advertising today?”
There’s no one answer and that may be the confusing factor for many entrepreneurs.
Local is bigger than ever. But the locale is different. Interested in knowing more? Read on to find out about location-based marketing.
Begin your local marketing by registering with the three main local search engines:
Why? For one thing, mobile search is coming to the forefront of today’s business. In year’s past, the yellow pages dominated many business advertising expenditures. When competitors increased the size of their ads, you were forced to step up or be left behind.
“Over time, the single greatest opportunity is to rule the local search landscape. Twenty-30-year olds go straight to their mobile browser or Google maps to find everything – shoes, food, insurance, a dentist, you name it. If they don’t find you by doing that, then you don’t exist.” –John Jantsch, Duct Tape Marketing, February 2010
So, step one is to set up your keyword optimized profile in local search engines.
Google Places lets you optimize 200 characters for keywords in five different categories. In other words, your description can run slightly longer than a tweet on Twitter. Five different categories gives you listings for five products, for example.
Before you rush in and slap it up, think about adding more than simple operation information. For example, highlight payment options, or mention the fact that customers can find easy parking in front of the store.
In talking with one client, I encouraged her to use photos. Not only are they eye-catching, but pictures can be search friendly.
You can also add up to five YouTube videos. Videos, which are quickly indexed by the search engines add interest and character to your site. You may even trump the competition as you add to your presence.
Yahoo! Local, another free service, also offers businesses a place to display address, phone number and web site URL; again, you can put your business in five categories, listing products, services, or brands.
Bing Local lets you sign in with a Windows Live ID and improve or update your listing anytime to suit your needs. According to Bing Local, users can find businesses near them or near where they want to go. Best of all, it’s free.
Take the time to beef up your web presence with the addition of these three local search engines. You will find your web presence increasing and have the opportunity to drive traffic directly to your store.
Next? How will you maximize your online presence? We’ll talk about the advantages of mobile applications like Foursquare and Yelp and what those reviews might mean to your brick and mortar business in our next segment of Local.
The Perfect Marketing Plan Template
July 6, 2010 by Mary Ellen · 2 Comments
We women know about things like changing your purse (or briefcase, or iPhone cover, or workout bag). It isn’t easy to find one something that perfectly presents your essence.
As a woman marketer, I have experimented with strategy templates. Capturing the essence of a plan on a page or two focuses your thinking and forces you to review the steps you will take to succeed.
Like purses, planning templates are seldom one-size-fits all. First of all, it’s not easy to get your strategy on a single page. It requires paring verbiage, thinking through opportunities and outcomes and being willing to do things differently.
In a dozen questions based loosely on the journalist’s “5 W’s and an H” marketing and leadership speaker David Meerman Scott manages to capture the essence of planning for small business owners.
Download his free marketing strategy template.
This template ensures you’re ready to address the issues – your buyer personas – and you have at least some understanding of the mechanics involved. Scott translates the three-letter question “Why?” into serious consideration by asking “How are you remarkable? What value do you bring?” In typical Scott fashion, he prompts your brain with the twist from “Why?” to “How?”
To complete the questions, you must move beyond “biggest,” “most qualified,” and the other blah, blah, blahs, and communicate with your buyer.
Page Two, Strategy, is brilliant, forcing the owner to walk through how he/she communicates with the customer and to what purpose.
The path from Back Links to Outcomes includes a visual to incorporate social media and offers four choices: Enquire, purchase, download, and participate.
An action list at the bottom offers an opportunity to refocus, an absolute necessity in a dynamic industry.
The template can work for any size business. It’s licensed under creative commons and you’re encouraged to download and share it.
The Marketing Strategy Planning Template is deceptively simple and beautifully presented in landscape format. In a perfect world, it would be in an Adobe Acrobat form so it could be filled out online.
The Marketing Strategy Planning Template is one awesome start to a BIG challenge that every entrepreneur faces: the PLAN.
Disclosure: I may have tested more purses than marketing templates, but it’s a close race. I’m always looking for the perfect all-purpose template.
How One Phrase Moved Three Projects Forward and Continues to Work
June 1, 2010 by Mary Ellen · 2 Comments
When did you last begin a project with the words, “I hereby swear…”?
As you know, success requires doing what you say you will do.
But how many projects are sitting on your shelf?
How many times have you promised yourself you’re going to really “get it done this time?”
And yet, nothing happened.
Thirty days ago, we were three women in three cities with three projects from the back burner.
We made a pact to hold each other accountable.
Accountability: The state of being liable or answerable; an obligation or willingness to accept responsibility or account for one’s actions.
Today, each of us has posted huge gains in our personal project productivity. Here’s how:
A simple email (with the subject: “I hereby swear”) detailed both commitment and penalty for the month.
Email participant #1:
By the next time we speak I will have:
- Recorded the Audio program, although it may not be edited;
- completed the tip book;
- by working for at least 15 minutes each day.
- If this isn’t done by May 28th I’ll send each of you $100 plus send $100 to a charity (gulp!).
Thanks for your support!
Email participant #2:
Greetings:
Since our meeting I have been so sick, we had to cancel our vacation. Not sure it had anything to do with what we talked about. Just kidding.
However I still want to take the big step – I will have a rough first draft of the homemade doggie food. If it isn’t done I will send each of you $100 plus a $100 check to the Denver Dumb Friend’s League.
Okay here we go!
Email participant #3:
By the next time we speak I will have:
- Launched the marketing program for my ebook
- Completed a minimum of four blog posts
- Spent at least 15 minutes every day working on specifics
- If this isn’t done by May 28th, I’ll send each of you $100.
Thanks for your support in moving me off the dime!
One month after the three-word-phrase commitment, I opened the follow up meeting conversation with, “Am I richer?” In a word: “No.”
Each person detailed considerable progress as a direct result of accountability. The three of us:
- Did what we said we would do;
- Agreed we could not come to the meeting without completing our promise.(NOTE: the embarrassment from not doing what we said we would do was a strong motivator for each one of us.);
- Made far more progress in 15-minutes per day than we’d made in the past few months;
- Agreed to “phase two” with a new, increased commitment to each other;
- Discussed the phenomenon of accountability and used it to continue on our forward thrust.
My e-book, The Six Week Marketing Master Plan, operates on a similar premise. If you make a commitment to yourself to work for one hour daily on your marketing, you will complete a Master Plan in 45 days. It begins with a contract with you. Learn more at www.sixweekmarketingplan.com.
Progress is so much easier with accountability! Anyone want additional accountability?
The phrase: “I hereby swear,” starts the process. What do you want to accomplish?
Ten tweaks to a smooth launch
April 22, 2010 by Mary Ellen · Leave a Comment
How smoothly did your launch go? Let me count the ways:
1. From idea to completion, you beat every time table.
2. You received consistent and positive feedback.
3. Beta test participants tracked perfectly, meeting deadlines, offering unsolicited additional information.
4. Nothing had to be rewritten.
5. Every design element translated from Microsoft Word to Mac perfectly.
6. No real world changes outdated your information prior to publication. Voila! Perfection.
7. Your benchmark calendar looked lovely with no adjustments, a perfect display tool.
8. Every cost was anticipated ahead of time.
9. You managed your life, your business, and a major launch project easily, quickly, seamlessly.
10. Because everything went so well, you had a number of sales waiting to ring the cash register as soon as your URL appeared in public.
If the preceding reads like a wish list, welcome to my world!
Today I launched a process: The Six-Week Marketing Plan. My 167-page e-book began as a workable idea, continued in spite of itself, and is now ready for public scrutiny.
To celebrate, I’m sharing cathartic diary entries:
August 2009: I re-wrote a marketing plan for my client and decided to walk my talk. (Notebook entry to self: “Simplify branding. Change practice name from Connecting Point Communications to Merrigan Group.)
September 2009: I discussed benchmarks for the transfer of my WordPress site with webmaster and design expert, Maria G. Nozza. She made further recommendations. She also got excited about the completeness of the marketing plan outline.
October 2009: Maria and I agreed to challenge ourselves with a 45-day plan during which we would spend one hour per day to take our own marketing to a new level. The 45-day master marketing plan was born. Meanwhile, work on my site revision continued.
November 2009. I wrote week one, recruited ten “beta” testers to work though each successive week and started on week two. In a moment of brilliance I used the accountability concept to force me to complete each week’s work.
December 2009. Little did I realize the beta group would actually complete their sections (or NOT!) during the holidays. The last three days went out December 21. I called each participant and begged for input, resigning all of us to work through the new year.
Proofing began in earnest. I found myself searching for week 1, revision 8 or some such thing. Didn’t I accept those changes last time? I conducted informal focus groups about the name. We revised everything to Six-Week Marketing Master Plan. What a pain. Too long of a URL. We revised again.
January 2010. I stopped revisions and sent a final Word document to Maria, design diva. (NOTE: In my mind, the website would go live January 15 or so. I was confident when family members asked about the project but I neglected to commit to a date publicly. Connecting Point was still around.
February 2010. The shortest month of the year came and went with no e-book completion. We re-wrote our sales page yet again. On a positive note, Merrigan Group debuted.
March 2010. I concentrated on other projects, avoiding friends who might ask if the website was “on” yet. “Under construction” is a post it note I never again want to see. Maria reported problems with Adobe form fill. Although each form worked on its own, the combo, a large file, seemed corrupt. Step-by-step, the promise of the ebook seemed far from accurate.
April 7, 2010. In a final review, one resource URL in the document could not be found. What happened to www.Spacky.com? We revised again. No luck yet getting Adobe Form Fills to work in the complete document.
April 22, 2010. Launch. Look at our baby! Progress! Completion! I’ve got to celebrate.
Moral of the story: when launching any new product, allow twice as much time as you planned for, no questions asked.
How Small Business Owners Overlook the Obvious by Failing to do a SWOT Analysis
February 24, 2010 by Mary Ellen · 1 Comment
Robert’s business grew quickly, passing the million dollar mark with ease. Two partners, three senior staffers and five additional employees produced volumes of work. Revenues increased. The firm survived fifteen good and not-so-expansive years. Then, things changed.
Contracts slowed or stalled. Jobs fell off. The application pile of good job candidates increased and so did the pressure inside the company.
“Money’s tight these days,” Robert said. He introduced weekly meetings to discuss ways to close more deals.
“Nobody does what we do,” he emphasized and brought in a sales consultant. The staff got quotas.
Robert fought down a panic attacks: “What if nothing changes?” he wondered.
I sat down with Robert (not his real name) to discuss a marketing plan. We began with a SWOT analysis.
- What is the firm known for?
- What do repeat customers cite as their reason for doing business here?
- How has innovation played a role in the firm’s success to date?
- Are there known vulnerabilities?
- What kind of deadlines, time constraints and money pressures are facing the firm?
- How has the firm been impacted with market changes?
- Where in the industry is the least competition at this time?
- Could joint ventures present monetary advantages?
- What projects earn the highest rates or highest margins?
- Will market demand change in the near future?
- What unconsidered obstacles might emerge to impede progress?
- Is sustainable financial backing available for the foreseeable future?
Social Media: Chasing the Ball
January 26, 2010 by Mary Ellen · Leave a Comment
“Yelp it!” encouraged my friend shortly after returning from San Francisco. “The restaurants we chose came from Yelp and our entrees were described in detail. I think we even got better service because the waiters saw me typing with my iPhone while we were there.”
Her enthusiasm was catching. I’ve since signed up although I have yet to write a review.
Maybe Yelp isn’t for you.
If you’re in business, you can hardly sit on the sidelines of social media.
But how do you pick? Where do you begin?
“It depends.”
Everyday there’s a new solution, an ‘opportunity’ that might make you millions, and will at the very least require some time to investigate. Rather than chasing the idea of the week much as a child chases a bouncing rubber ball, stop and think.
- What are your goals for your business?
- How do you expect social media to contribute?
- Do you have a long-term plan for social media?
In an article on open forum, consultant and speaker Amber MacArthur suggests five social media tools for small business:
- Nameck – discovery and implementation of names
- Twitter – promotion in 140 characters or less
- Bit.ly – shortening urls and more importantly, tracking the info
- WordPress – Yes for a blogging platform choice! (My choice as well.)
- Facebook – 350 million users can’t be wrong
Read the full article from this link: http://bit.ly/SocialMedia5. MacArthur demonstrates her grasp of the problem small business faces with her summary:
“Once you start to use these tools, assign someone within your organization to act as the community manager (if you’re a one-man or one-woman business, this manager will be you!). This person will control your online voice. With all social media sites, you get back from them what you put into them. In other words, it’s critical to start, follow, and take part in ongoing conversations. Finally, track your successes and take small steps to grow your social media presence as required.”
Disclosure: I ran across this article first on Alltop, a time-saving source for small businesses.
Smart Marketing Strategy: Step into 2010
January 4, 2010 by Mary Ellen · Leave a Comment
Steps.
Where do the steps go?
One step at a time, a staircase can take you places.
(Why doesn’t my staircase look like this?)
From the number of steps to the size of the rise, every staircase is different. Although materials vary – from stone, like the steps pictured here, to other materials, the process of climbing remains the same.
Your marketing is similar to a staircase in that it involves a number of steps. The materials may vary, but the process is the same.
Management, sales, marketing, business development – you want the complete staircase, don’t you? Find a small business solution here at ProfitMeister.
Stories of solopreneurs and service providers, independent business owners who tackle the same challenges as you, illustrate steps others have taken to generate successful marketing plans.
In the coming days, we’ll offer additional resources with links we like and ways to organize and systemize the marketing process so you get a step-by-step solution customizable for you.
Use these ideas to focus your year and develop a master marketing plan for your business.
Create a marketing plan with realistic sales projections. Then, analyze, interpret and challenge your numbers. Use our questions to take Big Steps to grow your business.
Welcome to 2010.
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