A brand is the emotional shortcut between an organization and its clients.
It is critical to know and communicate to clients the emotional and rational connection you want them to make with your firm. Reinforcing your brand through clear and effective marketing communications and packaging is essential. “Solution branding” will help...
Click here to read knol >>
Sunday, December 13, 2009
How to Market Professional Services and Grow Sales
It's all about smart, compelling communications and "closing the loop."
Create a memorable email cover letter, spot-on meeting agenda, and innovative proposal. Make sure you understand your client's wants and needs. Summarize what you think you know and ask for confirmation. Then under-promise and over-deliver. Most important...
Click here to read knol >>
Create a memorable email cover letter, spot-on meeting agenda, and innovative proposal. Make sure you understand your client's wants and needs. Summarize what you think you know and ask for confirmation. Then under-promise and over-deliver. Most important...
Click here to read knol >>
Monday, July 20, 2009
Advertising in the 21st Century
The article below was published in “Lowe’s for Pros” July 2009 issue.
Advertising in the 21st Century
Social media has changed the way companies advertise. Now more than ever, small businesses can promote themselves online by targeting customers and expanding their networks, often for little or no cost.
Social media has changed the way companies advertise. Now more than ever, small businesses can promote themselves online by targeting customers and expanding their networks, often for little or no cost.
By: Clare Curley
Issue Date: July 2009
Issue Date: July 2009
As more customers go online, Internet-based tools like Facebook and LinkedIn can help contractors promote their businesses—at little or no cost—by fostering new connections and showcasing their industry expertise.
To use the tools themselves, the cost is generally free, although making the most of social media requires a time commitment. “Your success depends on how much focused effort you put in,” says Barbara Rozgonyi, owner of Cory West Media, a Chicago-based media consulting company.
Businesses can promote themselves through a variety of techniques: Targeting customers by demographics, contributing to online discussions and drawing attention to new services.
They’re not the place to blast ads, though. “What you really do is add value,” Rozgonyi says. “For example, home owners always want to know what everyone else is using,” she says. Therefore, a remodeler can draw more attention to himself by posting the top seasonal colors or countertop materials—whether through Twitter, Facebook or a blog—rather than simply advertising his or her services.
Here’s a rundown of the most popular social media sites, and how they can help your business:
1. Twitter.com
Users post frequent, casual updates, making Twitter a time-intensive tool. First, create a profile. Then, from a computer or cell phone, start “tweeting”—posting information that can be a mix of project updates, expert opinions and consumer tips. You can even provide links to photos of past projects or useful articles. Also, do key word searches to locate upcoming projects in your industry, and seek out potential clients.
Twitter enables you to gain “followers” by browsing other profiles to find people with similar businesses or interests. “Over time, you can become a personality people want to know more about,” says Rozgonyi.
Tip: The more relevant your entries are to your industry, the more connections you will attract.
2. Facebook.com
Are you trying to expand business into a specific area of town? Facebook enables you to search people by zip code, among other demographics—and for others to find you the same way.
With more than 200 million active users, Facebook is the fastest growing social network in the world. Use it to create a group of like-minded people in your industry, and unlike Twitter, you can actually upload images and post longer comments.
Tip: Use the “Status” line on your profile page to advertise new business offerings.
3. LinkedIn.com
LinkedIn is primarily used for making business connections. Check out “Company Buzz,” a feature that shows you the Twitter activity associated with your company. Then, broaden your network by recommending the work of colleagues, and in turn, they can recommend you. Update your status box regularly to reflect new contracting projects.
Tip: Use the “Search Groups” function to contact marketing groups and industry organizations.
4. YouTube.com
“If a picture is worth a thousand words, a video is worth a million,” says Rozgonyi. YouTube offers a cheap way of showcasing property or completed projects. Videos can remain on the site indefinitely, and people interested in your services can post comments through the site.
Is your personality stronger than your writing skills? A brief video can showcase your charisma as well as your work.
Tip: To avoid production costs, buy a flip camera and download video editing software to make your own.
Take advantage of search engine optimization.
“Ideally, everything you do online should match up with what people are searching for—your URL address, your IDs, your profile names,” says Rozgonyi. Google [https://adwords.google.com/select/KeywordToolExternal] can help optimize the use of social media and other online tools, and will suggest key words that best match your business.
Tip: For more suggestions, conduct searches using competitors’ URLs, as well.
Mix your methods
Ultimately, media experts recommend pairing online with traditional methods of communication.
Patricia Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, suggests saving money by advertising via new and old media alike. Post an ad on Craigslist, as well as in a small local paper. Or, volunteer at a community event where you can get mentioned in online flyers advertising the event.
“Face-to-face networking and referral-building is still the most effective way for small business owners to advertise,” she says.
A trend you cannot ignore
According to a recent Forrester report, social media spending in the United States will grow from $716 million this year to more than $3.1 billion in 2014.
To use the tools themselves, the cost is generally free, although making the most of social media requires a time commitment. “Your success depends on how much focused effort you put in,” says Barbara Rozgonyi, owner of Cory West Media, a Chicago-based media consulting company.
Businesses can promote themselves through a variety of techniques: Targeting customers by demographics, contributing to online discussions and drawing attention to new services.
They’re not the place to blast ads, though. “What you really do is add value,” Rozgonyi says. “For example, home owners always want to know what everyone else is using,” she says. Therefore, a remodeler can draw more attention to himself by posting the top seasonal colors or countertop materials—whether through Twitter, Facebook or a blog—rather than simply advertising his or her services.
Here’s a rundown of the most popular social media sites, and how they can help your business:
1. Twitter.com
Users post frequent, casual updates, making Twitter a time-intensive tool. First, create a profile. Then, from a computer or cell phone, start “tweeting”—posting information that can be a mix of project updates, expert opinions and consumer tips. You can even provide links to photos of past projects or useful articles. Also, do key word searches to locate upcoming projects in your industry, and seek out potential clients.
Twitter enables you to gain “followers” by browsing other profiles to find people with similar businesses or interests. “Over time, you can become a personality people want to know more about,” says Rozgonyi.
Tip: The more relevant your entries are to your industry, the more connections you will attract.
2. Facebook.com
Are you trying to expand business into a specific area of town? Facebook enables you to search people by zip code, among other demographics—and for others to find you the same way.
With more than 200 million active users, Facebook is the fastest growing social network in the world. Use it to create a group of like-minded people in your industry, and unlike Twitter, you can actually upload images and post longer comments.
Tip: Use the “Status” line on your profile page to advertise new business offerings.
3. LinkedIn.com
LinkedIn is primarily used for making business connections. Check out “Company Buzz,” a feature that shows you the Twitter activity associated with your company. Then, broaden your network by recommending the work of colleagues, and in turn, they can recommend you. Update your status box regularly to reflect new contracting projects.
Tip: Use the “Search Groups” function to contact marketing groups and industry organizations.
4. YouTube.com
“If a picture is worth a thousand words, a video is worth a million,” says Rozgonyi. YouTube offers a cheap way of showcasing property or completed projects. Videos can remain on the site indefinitely, and people interested in your services can post comments through the site.
Is your personality stronger than your writing skills? A brief video can showcase your charisma as well as your work.
Tip: To avoid production costs, buy a flip camera and download video editing software to make your own.
Take advantage of search engine optimization.
“Ideally, everything you do online should match up with what people are searching for—your URL address, your IDs, your profile names,” says Rozgonyi. Google [https://adwords.google.com/select/KeywordToolExternal] can help optimize the use of social media and other online tools, and will suggest key words that best match your business.
Tip: For more suggestions, conduct searches using competitors’ URLs, as well.
Mix your methods
Ultimately, media experts recommend pairing online with traditional methods of communication.
Patricia Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, suggests saving money by advertising via new and old media alike. Post an ad on Craigslist, as well as in a small local paper. Or, volunteer at a community event where you can get mentioned in online flyers advertising the event.
“Face-to-face networking and referral-building is still the most effective way for small business owners to advertise,” she says.
A trend you cannot ignore
According to a recent Forrester report, social media spending in the United States will grow from $716 million this year to more than $3.1 billion in 2014.
Thursday, April 2, 2009
Successful Marketing in Six Easy Steps
Published on HR.com
Follow these steps to drive successful "closed-loop" marketing and PR program planning and execution – and achieve revenue-generating results.
By Patricia Block
Marketing and sales go hand in hand. In other words, the impetus is there to market something because, bottom line, you want to sell something, be it a product or service.
Some marketers are huge advocates of building sophisticated business intelligence platforms and CRM (customer relationship management) systems and databases, but many do not emphasize enough, in my humble opinion, the basic blocking and tackling that’s required to successfully market something. Spending a lot of time thinking about ideal strategies to market your business is great, but all the glorious visioning and whiteboard planning won’t mean a thing unless you follow an easy set of steps that help drive successful program planning and execution.
I’ve created many different sales presentations that describe the “closed-loop” approach to marketing that I recommend, but the basic steps are always the same:
1. Identify your audience. Who do you want to market and sell to?
2. Build – or buy or rent – a database of these names. You want to be able to reach out and touch and communicate with and track each and every contact you make with each and every one of your clients and prospects. At a minimum your database should include name, address, phone, email, URL, and a way to track the history of your contact and all interactions.
3. Identify the best ways to reach your audience. What do they read, what industry and community events do they attend, what web sites do they visit, what blogs do they read or post to, where do they hang out in their leisure time, and so on and on.
4. Define the activities and ways and things you can do to be present, make contact and engage your audience. Reach out through each of these venues so that the opportunity is there for them to notice you and your product/service. The more you can actively engage your audience – i.e., they feel compelled to respond – the better.
5. Create a list of programs and a calendar of activities to engage your target audience. This means writing a half-page summary for each program that explains the What, Who, Why, When and How (steps/action items). Next create a one-page 12 month calendar of these concurrent and consecutive marketing and PR programs, special events and activities. And then?
6. Execute! Marketing is all about establishing, nurturing and growing relationships. The more your targets experience “personal” interaction on an iterative basis – e.g., phone call, direct mail letter or email, meeting you at a special event, seeing you speak or participate on a panel, and so on – the more likely it is that they will keep you and your offering in mind…and ultimately buy what you are selling. Also key: Share content and ideas that are valuable (not just marketing propaganda). This will gain the confidence of both clients and prospects and help close the deal. Brand building through “closed-loop” marketing: keep reaching out and connecting with your target audience, time and time again. Don’t consider the loop closed until you have brought on a new client or sold additional services to an existing one.
Patricia Block
Principal and Owner
Block Consulting
Custom, Creative Business Development, Marketing and PR Solutions
San Francisco Bay Area Office
tel (650) 344-6691
fax (650) 344-7406
pblock@sbcglobal.net
http://www.blockconsulting.net/
© Block Consulting LLC
HR.COM - The Human Resources Portal
Saturday, March 28, 2009
Market your Expertise Effectively
The article below was published in “Lowe’s for Pros” March 2009 issue.
It focuses on effectively marketing one’s expertise on the latest plumbing trends and technologies (i.e., eco-friendly building) – vis-à-vis, the Sunset 2007 San Francisco Idea House, which I orchestrated by successfully marketing a green and sustainable builder and securing a joint venture with Sunset Magazine.
Regardless of industry, effective marketing is founded on a core set of strategies and tactics:
By: Herminia Irizarry
Issue Date: March 2009
Do you consider yourself an expert in the plumbing industry? Are you a forerunner in the latest plumbing trends and technologies? If so, it may be time to take your advertising to the next level and translate your expertise into marketing value.
“With an industry expert, you know you’re getting someone who will get the job done right the first time, and stand behind their work,” says David Schuelke, president of Schuelke Plumbing, a full service plumbing company based in Los Angeles.
Shuelke adds, however, that industry expertise takes a while to gain. Before you can even consider taking the steps towards marketing your knowledge, you need to have a solid business base.
“You really need to take a step back and fine tune the details that make a successful company,” Shuelke says. “But once you gain that reputation, it snowballs from there—it all comes to you.”
With a successful business in tow, your credibility as a plumbing industry expert will begin to build, but there are things you can do now to emphasize your expertise and then market it.
According to Patty Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, the first step to gaining industry expert status is to compile a Customer Relationship Management database that can be as simple as an Excel spreadsheet.
“Build a list of names: organizations, people and media that you think can help you get visibility and generate business,” she says. “You really have to think, ‘Who are the industry organizations and publications I can ally with?’”
To gain entries, Block says networking is the best place to start. She recommends starting with trade organizations, and getting involved with local and national plumbing councils. Create a list of editors and reporters with the local media who specialize in real estate and construction. Once you have set up your database, Block recommends reaching out to those individuals on a regular basis.
When building your database, include information about local events and take part in them—you want to get the community aspect, Block says. She recommends sitting on a panel, serving as a speaker or renting a booth at a trade show.
“Use these events as a springboard to promote yourself,” she says. “You get a chance to get visibility and talk about your work and expertise.”
Another opportunity to showcase your expertise is to reach out to the local media with story ideas about plumbing tips or eco-friendly plumbing trends like WaterSense. Perhaps even seek out a monthly or quarterly contributing writer position with a local magazine or newspaper.
“As long as a you have a good story that will help the public, then that’s the way to add credibility,” says Schuelke, who with his twin brother Jimmy, have appeared on local television channel KTLA in Los Angeles, “Home Wizards” radio show and the entertainment news show, “Extra.” “If you can advertise in those areas, you’re going to be looked at as a company with a lot of experience that really knows what it’s doing.”
Having a good presence online is also key. “A good, developed Web site adds to your credibility and enhances your reputation,” Block says. “A Web site is one of the most invaluable marketing tools because that’s where people go to learn more about a company.”
Using imagery and customer testimonials on your Web site, Block recommends putting together a portfolio to demonstrate your expertise. Your Web site is also an opportunity for you to showcase any awards, event and media participation, as well articles or blogs you may have written.
In order to maintain your expert status, you have to back it up with a solid business, expert knowledge and superior service. According to Schuelke, the biggest testament to his company’s expertise is its A+ rating from the Better Business Bureau.
“We are in the business to help people,” Schuelke says. “We’re constantly training, and tracking our employees and the whole operation. And we’re constantly doing research on the best the industry has to offer.”
Source: http://www.lowesforpros.com/plumbers-market-your-expertise-effectively
It focuses on effectively marketing one’s expertise on the latest plumbing trends and technologies (i.e., eco-friendly building) – vis-à-vis, the Sunset 2007 San Francisco Idea House, which I orchestrated by successfully marketing a green and sustainable builder and securing a joint venture with Sunset Magazine.
Regardless of industry, effective marketing is founded on a core set of strategies and tactics:
- Subject matter expertise
- Database of targets, industry organizations and media
- Compelling programs that shine a light on your expertise - e.g., speaking opportunities, panel participation
- Web site that draws people in and illustrates how you can help resolve their business challenges and "points of pain"
- Consistency, Frequency and Variety in your marketing mix - e.g., Consistent messaging in all communications and collateral; Frequent outreach through scheduled client and prospect-touch activities; Variety - You don't want to put all your eggs in one basket. Best case, implement a handful of programs to optimize reach and maximize market coverage.
By: Herminia Irizarry
Issue Date: March 2009
Do you consider yourself an expert in the plumbing industry? Are you a forerunner in the latest plumbing trends and technologies? If so, it may be time to take your advertising to the next level and translate your expertise into marketing value.
“With an industry expert, you know you’re getting someone who will get the job done right the first time, and stand behind their work,” says David Schuelke, president of Schuelke Plumbing, a full service plumbing company based in Los Angeles.
Shuelke adds, however, that industry expertise takes a while to gain. Before you can even consider taking the steps towards marketing your knowledge, you need to have a solid business base.
“You really need to take a step back and fine tune the details that make a successful company,” Shuelke says. “But once you gain that reputation, it snowballs from there—it all comes to you.”
With a successful business in tow, your credibility as a plumbing industry expert will begin to build, but there are things you can do now to emphasize your expertise and then market it.
According to Patty Block, principal of Block Consulting, a business development and marketing/PR consultancy based in the San Francisco Bay area, the first step to gaining industry expert status is to compile a Customer Relationship Management database that can be as simple as an Excel spreadsheet.
“Build a list of names: organizations, people and media that you think can help you get visibility and generate business,” she says. “You really have to think, ‘Who are the industry organizations and publications I can ally with?’”
To gain entries, Block says networking is the best place to start. She recommends starting with trade organizations, and getting involved with local and national plumbing councils. Create a list of editors and reporters with the local media who specialize in real estate and construction. Once you have set up your database, Block recommends reaching out to those individuals on a regular basis.
When building your database, include information about local events and take part in them—you want to get the community aspect, Block says. She recommends sitting on a panel, serving as a speaker or renting a booth at a trade show.
“Use these events as a springboard to promote yourself,” she says. “You get a chance to get visibility and talk about your work and expertise.”
Another opportunity to showcase your expertise is to reach out to the local media with story ideas about plumbing tips or eco-friendly plumbing trends like WaterSense. Perhaps even seek out a monthly or quarterly contributing writer position with a local magazine or newspaper.
“As long as a you have a good story that will help the public, then that’s the way to add credibility,” says Schuelke, who with his twin brother Jimmy, have appeared on local television channel KTLA in Los Angeles, “Home Wizards” radio show and the entertainment news show, “Extra.” “If you can advertise in those areas, you’re going to be looked at as a company with a lot of experience that really knows what it’s doing.”
Having a good presence online is also key. “A good, developed Web site adds to your credibility and enhances your reputation,” Block says. “A Web site is one of the most invaluable marketing tools because that’s where people go to learn more about a company.”
Using imagery and customer testimonials on your Web site, Block recommends putting together a portfolio to demonstrate your expertise. Your Web site is also an opportunity for you to showcase any awards, event and media participation, as well articles or blogs you may have written.
In order to maintain your expert status, you have to back it up with a solid business, expert knowledge and superior service. According to Schuelke, the biggest testament to his company’s expertise is its A+ rating from the Better Business Bureau.
“We are in the business to help people,” Schuelke says. “We’re constantly training, and tracking our employees and the whole operation. And we’re constantly doing research on the best the industry has to offer.”
Source: http://www.lowesforpros.com/plumbers-market-your-expertise-effectively
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