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Social Bookmarking For Business
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Social bookmarking is a cool concept that allows you to save bookmarks to websites you find interesting or useful. It's a great idea from a personal standpoint because you can access your favourite bookmarks from any computer. But how can social bookmarking help your business?
Okay, I must admit - it definitely has taken me a bit to figure out how to explain this simply (like I wish someone could have explained to me)! But here it goes.
If you would like:
• Increased Traffic To Your Site
• A quicker way to access new business resources, and/or
• Another way to strengthen business relationships
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Creating Powerful, Promotional Material On A Budget
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Nothing saddens me more when I'm out at an event or opening my mail than seeing BRUTAL (that's right, BRUTAL) promotional material. Let me describe it. First, like something out of a horror movie, I find myself staring at a home made business card or worse, the tri-fold brochure (start the creepy music). At the top is what can only be described as an abhoration (spell-check doesn't like this word, but I do) that is supposed to be a logo (enter the hallowing scream), that was obviously developed by a 5 year old (correction a 5 year old could probably have done better). Next I see so many fonts and sizes on the page that I find myself getting dizzy and usually there is not a photo in sight....or worse.....I find myself looking face to face with the scariest creature of all - CLIP ART!
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Balancing Your Marketing Portfolio
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So you have some money to spend on marketing. The big question is, how do you know what to spend it on to minimize risk and maximize return? The answer is through your balanced marketing portfolio.
We all understand the importance of having a balanced financial portfolio, but what about our marketing portfolio? If we invest the bulk of our marketing in limited activities, we are putting ourselves at risk of achieving a less than desirable return on our investment.
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Are You Delivering?
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As business owners and entrepreneurs we can be our own worst enemies. Firstly, we are overly passionate about what we do, and secondly we are highly critical about what we deliver in terms of our product or service. The first is dangerous because we can be so passionate that we just can’t understand WHY people aren’t buying from us. The latter only adds to the problem, because when they do buy, we are hesitant to ask for customer feedback …. in case we didn’t meet expectations.
The Result - we REALLY don’t know if we are delivering a product or service that is different and exceptional…and if we aren’t providing SOMETHING that is different and exceptional, then guess, what….you can kiss your business goodbye!
Often overlooked as one of the key components of marketing, is the litmus test of whether we really have a product or service that is in demand. The scary thing is, we can spend a ton of money and time on savvy promotional activities and then see only minimal results because we AINT delivering!!
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Are You Guilty of One-Dimensional Marketing?
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Here’s a bold statement. There is no such thing as a bad marketing tool, just bad planning. You can choose skywriting, bus benches, TV or the web and it CAN work, if you know the buying patterns of your ideal client and you don’t fall victim to what I call one-dimensional marketing.
Whenever we start working with clients on building a small business marketing system, we go through a period of discovery. During this phase, one question we like to ask is what the client has done to date in the way of marketing. A common answer goes something like this, “well we tried sending out postcards and that didn’t work. Then we got talked into radio and that didn’t work, then we tried a trade show and that really didn’t work either.”
So if all marketing tools can work, how can this be? Far too often people treat their marketing like a one hit wonder. Someone tells them a certain marketing initiative was highly effective for them and off they go to try the marketing idea of the week. But alas, they don’t get the same result. This is because they are practicing one-dimensional marketing.
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