Archive for 2008

This is part two of a two course helping of snack sized small business marketing advice for 2009. Find the 1st course here.

With 2009 just around the corner I thought it would be fun to collect the thoughts of some of the leading marketing folks around the web, but do so in what I am calling snack size fashion – so welcome to Snackfest 2009.

In keeping with the current trend in social media for small bites of info, think twitter sized responses – Plain and simple I asked some thought leaders this question:

2009 will be the year for small businesses to . . .

Want to play along? Here’s how, post your comment answer to the same question, comment on the snack answer of each expert and tweet your thoughts using #snack09.Follow the Twitter Stream on this here

Here’s how some thought leaders responded to my question.
Guy Kawasaki, author of Reality Check said . . .Stop believing that Wall Street and investment bankers are any smarter than they are.Twitter ID

Ann Handley, chief content officer for Marketing Profs said . . .Swell in ranks. Corporate downsizing spawns a host of new businesses. Many decide to cut their own path, as traditional paths close up.Twitter ID

Clate Mask, CEO of Infusionsoft said . . . market to prospects and customers without increasing marketing expenses or staff size.Twitter ID

Bob Burg, author of the Go-Giver said . . .focus on adding even more value to existing and future relationships and being truly authentic.Twitter ID

Laura Lake, Guide of About.com/Marketing said . . . make a major shift into social marketing and online relationship building. It’s no longer an option, it’s vital.Twitter ID

Scott Allen, author of The Virtual Handshake said . . . get funded. Cap gain tax cuts & revitalization of SBA = available equity & credit $$$. It’s time to make a big move that needs big capital.Twitter ID

Chris Baggott, CEO of Compendium Blogware said . . . take advantage of their inherent advantage in local SEO. Targeted business blogging empowers small business to control their own destiny and win the online battle.Twitter ID

Anita Campbell, editor of Small Business Trends said . . . Get serious about making money! When times get tough, tough business owners get going. 2009’s economy means no fooling around.Twitter ID

Rich Sloan, co-author of StartUpNation said . . . Home-Based businesses will be launched at unprecedented rates. Attrition will decrease as people use tools like email marketing.Twitter ID

Jim Gilmore, co-author of The Experience Economy said . . . act boldly and take sales from retrenching big businesses.

Andy Sernovitz, author of Word of Mouth Marketing said . . . Stand up and say “Happy customers are our greatest advertisers. We’re going to find a million ways to make people happy.Twitter ID

Ken Yancey, CEO of SCORE said . . . get back to the true managerial basics of running their businesses. Businesses that were marginal in previous years will really struggle and well run businesses will survive and hopefully thrive.

Lee Odden, publisher of TopRank blog said . . . stop wasting time on tactics du jour, and start looking their online marketing holistically to find the right mix of measurable marketing efforts that generate sales and build value over time.Twitter ID

Bo Burlingham, editor-at-large, Inc. Magazine said . . . take advantage of the opportunities for growth in a recession.Twitter ID

So, what do you have to say?

Search on twitter is a great way to find people based on content. The type of search that’s long gone missing though is a search based on a person’s name.

Last week search by name came back and works very well. Here’s a search for John on twitter – I find I’m in the #8 spot (ranked by followers) right behind John McCain, whom I suspect I’m gaining on!

With 2009 just around the corner I thought it would be fun to collect the thoughts of some of the leading marketing folks around the web, but do so in what I am calling snack size fashion – so welcome to Snackfest 2009.

In keeping with the current trend in social media for small bites of info, think twitter sized responses – Plain and simple, I asked some thought leaders this question:

2009 will be the year for small businesses to . . .

Want to play along? Here’s how, post your comment answer to the same question, comment on the snack answer of each expert and tweet your thoughts using #snack09. (Follow the Twitter thread)

Here’s how some thought leaders responded to my question.
Seth Godin, author of Tribes said . . Run/grow/compete like mad because the big bad companies that have been slowing you down are in such disarray.
Seth Godin – Sqidoo page

Aaron Wall, author of SEOBook said. . .buy great domain names, as their perceived value drops due to an ad slowdown and browsers eating type in traffic.
Aaron Wall – Twitter ID

Alan Weiss, author of Million Dollar Consulting said . . . to assertively reinvent their relationships with customers and prospects, because you can’t grow by cutting back, can’t improve if you’re afraid, and can’t lead from the back.

John Battelle, founder of Federated Media said . . . get closer to its best customers, add value to their lives, and build new business from that value. Twitter ID

Andy Beal, author of Radically Transparent said . . . take their head out of the sand and start listening to the social media conversations customers, employees, and other stakeholders are having about their brand. Twitter ID

Tim Ferriss, author of the Four-Hour Workweek said . . . get advertising at 70-90% off. Recessions mean budget cuts for larger corporations, which means advertising cancellations, just as in 2001 and 2002. There will be fire sales on remnant advertising, whether print, TV, radio, or online.Twitter ID

Dan Pink, author of Whole New Mind said . . . think boldly and push frontiers while the big guys run scared and retreat to safety. Twitter ID

Tim Berry, founder of Palo Alto Software said . . . refocus on fundamentals: core strategy of identity, market, and focus, plus specific metrics and milestones, basic numbers, and planning as management, with review and revisions. Twitter ID

Bob Bly, author of Persuasive Presentations for Business said . . . prove their unique value to their customers and earn rather than expect repeat orders. Twitter ID

David Meerman Scott, author of The New Rules of Marketing and PR said . . . stop spending $$ on marketing. Instead create interesting information people WANT to consume.Twitter ID

Chris Brogan, publisher of ChrisBrogan.com said . . . demystify the business effects of social tools, and bring real projects to light.Twitter ID

Bryan Eisenberg, co-author of Waiting for Your Cat to Bark said . . . stop waiting for a magic bullet and realize the magic comes from hard work they do.Twitter ID

Look for another helping of expert snacks tomorrow – Snackfest – a second helping!

The title of this post is one of my three marketing rules to live by, so from time to time I like to make reference to examples, good and bad. (Full rule list: Don’t be rude, don’t be boring, give to get)

I rarely rant on this blog, but I just can’t take it anymore. I like LinkedIn and think it’s a great place for businesses to network – it’s worth the work it takes to get a return on time spent.

But, and this is the part that irks me, when you send out requests to connect with folks – never, ever, ever use the default – I’d like to add you to my professional network on LinkedIn. This is very much like saying – I don’t really care about you enough to write something personal and by the way, I’m really boring and unoriginal. (OK, I know some people don’t even realize they can change the default message, so this is your wake-up call.)

I accept most every connection invitation I get, but I can tell you this, I rarely pay any attention to the one’s that are not personalized.

If you want to stand out using a tool like LinkedIn take the time to craft something personal, or at least something halfway witty. This goes for any network or networking you employ.

As part of my work as a publisher and podcaster I get to read lots of books and interview some great authors. The following three books somehow made my top three list for the year, although ask me on another day and the list could change.

iraArt of LearningHarmonic Wealth

Predictably Irrational – Dan Ariely – Gets at the heart of why we do what we do. Fascinating marketing stuff inside this book.

The Art of Learning – Josh Waitzkin – Taught me a bit about the way people master things – great story too. (Josh on Duct Tape Podcast)

Harmonic Wealth – James Aurthur Ray – Good approach to the art of attracting wealth.

So, what were your favorite business books this year. Any surprises?

Lists are always popular this time of year so I thought I would pass a couple along (and yes I made both, so of course I think they are brilliant.)

The 50 Best Business Blogs comes from Business Pundit a well-read general business blog. The list was compiled by Drea Knufken, senior writer at BusinessPundit.com. DTM made the list for marketing along with Copyblogger Brian Clark and Seth Godin. (Join me Jan 12th for live chat with Seth.)

Second list is from Invesp Consulting and called the 100 Most Influential Online Marketers of 2008 Here’s a list of the twitter IDs for the top 100.

Creating marketing materials that educate is the best way to develop customers, but it doesn’t and shouldn’t stop with lead generation and conversion. You can extend the education as a way to create raving fans and generate more referrals.

Whenever someone buys a product or service they should also be taught the proper way to get the most from that product or service. You can teach them over time how to get more and more from the product or service. You can teach them how to move up the next level of product or service. You can them the secret hacks, the under the hood tips, and even expose them the best practices from your other customers.

Far too often we sell a product or service and just assume our customers are getting the results they desired or were promised. By creating a systematic “how to” set of materials we can help them be more successful, use more of the features, and ultimately experience greater value.

At the end of the day, that’s what generates referrals.

I know I love it when I get buy a product and the first thing I receive is a getting started guide, followed by a full tutorial, followed by daily “have you tried this” emails. Every business, product or service can do the same.

    Here are some idea starters.

  • Create a getting started guide for your product, company or service
  • Create a series of “how to” videos and promote the links to them in your new customer kit or packing slip
  • Create an automated email series that teaches lessons and tips
  • Create a standing tutorial webinar for all new customers (Make sure everyone in the company can conduct these!)
  • Create a follow-up phone consultation session as part of your product

It may take a little extra effort to create these tools initially, but the dividends in terms of customer satisfaction and word or mouth will be tenfold.

Photo courtesy: iStockphoto

Marketing EXCELerator Right now, pretty much everyone is thinking about what it’s going to take their business to move their business to the next level in 2009?

To build a marketing system that shines in good times and bad?

To trust that their marketing in on the right track, preparing to deliver consistent results every single time.

So, please join me January 8th, 2009 at Noon CST to discover the . . .

The Secrets to Building a Booming Business in a Busted Economy. – Enroll here

    I will discuss how to

  • focus on your ideal customer
  • find a unique value proposition
  • educate instead of sell
  • be found as opposed to hunt
  • harness the Internet

and introduce you to one of the most innovative small business coaching programs available – the Duct Tape Marketing EXCELerator.