Paula's Marketing Words

Smart Phone usage leads to changes in email usage

Remember my post a few weeks ago about the increase in smart phone usage...here's what it translates to in terms of email: web-based (in home,office, at desk) email is down significantly according to a recent comScore press release. Mobile email usage has surged. 70.1 million mobile users in the U.S. accessed email on their device in November 2010, an increase of 36% from the previous year, with daily mobile email usage up 40%.

 

The questions to ask yourself are

 

1) What does smart phone usage mean for my business?

2) What should I do to take advantage of the growth in smart phone usage or the shift in email trends?

3) What should I do to prevent loss of business from this shift by phone/email users? 

 

Forget the rational reasons...your customers want what triggers their emotions!

You know they want what you're offering. You know they need it. Why, though, don't they buy? Or even worse, why do they choose to buy from your competitor when you offer something that is better, cheaper, newer? 

Every purchase decision is based on an emotional reaction. If you're not succeeding, you're not engaging your prospect on that key emotional level. That's the basic science behind successful marketing campaigns. That's why the big corporations rarely fail at their ad campaigns. They know the science of emotions. They study their customers and know everything about how and why customers make decisions. 

What do you know? Do you know if your customers are motivated by fear? Or joy? Or anxiety? Or pride? Or greed? Or an aspiration for something better? 

If you don't know what motivates your customers' buying decisions, or you don't know what emotion is triggered when they buy from you, you better start figuring it out. Or you better hope that your competition is hiding in the same cave that you are in. 

Many businesses are complaining that business is terrible. They tell me that prospects aren't buying. Chances are pretty good that those prospects aren't hearing what they need to hear in order to feel safe about their purchase decision.

A little market research will make a huge difference. Studying your customers will tell you a great deal about the emotional triggers behind their purchase decisions. And it will help you craft the messages that will connect to and trigger those emotional responses. The big corporations are constantly monitoring and studying their customers. Hhhmmm...maybe that's why they are so big and successful. 

How much time have you spent in the past year studying and monitoring your customers? How much time are you willing to spend next year? Or maybe the real question should be, how successful do you want to be? 

2010’s last gasp is here. Four things you should consider to design a successful 2011.

I remember last December as if it were yesterday…2010 loomed shiny and filled with potential. Yes, there were grim times but those were fading as the dawn of a new year beckoned us forward. Now, 2010 is almost a has-been. How has it treated you? How have you treated it? 

Some business owners are stuck on the same old saw. “Business is bad." "Business is down." "This year was the worst yet.” However, it’s not all gloom and doom. For some, 2010 will long be remembered as a golden year of growth. Growth that was envisioned. Growth that was designed. Growth that was achieved.

In which camp are you? If not in the growth camp now, how do you make certain you make it to the 2011 growth camp? 

Too many business owners are sitting in their offices waiting for an economic rebound. It just isn’t going to happen. The economy isn’t “coming back”. It is changing. It is different. It has moved.

These are challenging times for business owners for sure. The economy is more challenging than in any prior period. Customers, whether they be consumers or businesses, just aren’t the same. They don’t behave the same way. They don’t spend the same way. They don’t trust the same way.

What can you do to position your company for the 2011 growth camp? There are a few things that your prospective customers -- and even your existing customers -- need in order to buy from you.

1) Permission -- Buyers are in a very tentative mood. They need to feel that you are the very best choice for their purchase. They need trust. They need security. Are you giving that to them?

2) Value -- Today more than ever before, your marketing messages need to show your value. Not your low price or speedy delivery. What does their purchase really buy them?

3)Experience -- Today’s buyers want to know the real story. They want to see behind the scenes. They want to feel like they are insiders. How well do your customers know you?

4) Multi-dimensional marketing -- We’ve talked about touchpoints in the past. Others are marketing (no, actually bombarding) your prospects with messages via web sites, tv, video, social media and mobile marketing. They are drowning in information and marketing messages. Can they see you? Hear you? Feel you?

No one ever said that running a business was easy. The best and the smartest don’t always come out as the winners. You could very well have the best widget company in the world but still not succeed. Success isn't pre-destined. It is planned, designed and implemented. So if you’ve been operating without a marketing plan, it’s time to stop that behavior. You are jeopardizing your financial situation and that of your employees. Make a commitment now to map out a marketing plan for 2011 and a promise to review it once each month. You’ll be happy you did. Trust me, it doesn't hurt!

Need help with your Marketing Plan? Words@Work helps local business owners with all their marketing needs. For more information, visit www.wordsatwork.us.

 

Finding Success as the Economy Emerges - 3 things to improve results!

Moving through the business community, there is a renewed energy. Things are happening. Good businesses are getting busy again. Slowly but surely companies are hiring. Bit by tiny bit, businesses around the state are beginning to shrug off the mantle of recession.

So here’s the burning question: Is your business poised to succeed as the economy shows improvement?

There are lots of statistics about who succeeds in the aftermath of a recession. Oddly enough, it’s not necessarily the oldest company or the industry leader. If they are well managed and don’t succumb to recession-based fears, they are likely to survive and continue in their prior position. True success, however, often is the reward of start-ups that pick the recession as the time to open their doors.

How can you make sure that your company will be one of the recession success stories? Position, Position, Position.

It’s time to hear the message that your target market has changed the way they make their purchase decisions. If you want to make the most of the economic rebound (such as it is), you better be ready. What should you do?

• Define your USP.

What makes you different? What is your Unique Selling Proposition? If you can’t explain why someone should buy from you rather than a competitor in two sentences or less, it’s time to figure that out. Just remember, while you’re sorting it out, your competition may be sneaking off with your success!

• Focus on the value you provide.

This is no longer a “low-price wins” market. Your target audience wants value. They want to buy from the expert in the field. Your expertise and ability to design a solution is more important than ever before. If you’re not sure what this means, take a look at the subtle changes (or not so subtle) changes in Walmart’s tag line and recent ad campaigns.

• Stop selling!

Today’s prospect doesn’t want to hear a sales pitch. They want you to listen. They want you to design solutions to their problems. It doesn’t matter if you sell birdseed or bookkeeping. They are in front of you because they have a need. It’s your job to determine that need and fill it.

This isn’t the only place you’ll read this type of strategic re-positioning. Many business coaches, entrepreneurial advisors and economic experts have been expressing these sentiments for months. Yet, for some reason, it isn’t registering. Many businesses are sticking with the tried and true, the old methodologies and the so-called safe sales techniques they’ve always used. If they continue down this path, they could be part of the shakeout in the new economy. Get ready to see some of those businesses fail as their customers and prospects are lured by the competition’s new value messaging. It’s an interesting time to be in business. It’s going to become really interesting in the coming months. So what are you waiting for? 

Let's plan your results!

You’re the expert. Tell me what you know!

Are you using your industry knowledge and expertise to your best advantage? If you’re like most business people, you’re probably not. One of the best opportunities to increase your value in the eyes of your customers and clients is to share what you know.

You might wonder why this should be important to you. Simple: increasing your perceived value helps to differentiate you from your competition. Creating competitive advantage takes market share away from the competition and gives it to you! So sharing your knowledge and expertise can directly impact your top line revenue. If done right, it drives right to the bottom line without any increase in your cost of goods sold. 

Social marketing tools offer great, low-cost ways to share your expertise with the world. Sullivan Tire is a great example. On Twitter, they remind followers to check their tire pressure and how to find the information about proper pressure. They frequently offer discounts on wiper blades on rainy days. They discuss fuel efficiency and the importance of regular car maintenance. And they spice it up with fun, interesting and sometimes funny information about cars, New England and the Red Sox. Best of all, they are very responsive so if you contact them via Twitter looking for a nearby store, they will send that information right back to you. 

How could you share your knowledge and expertise? Depends on your business. If you’re in the lawn care business, you might take a look at Scotts Lawncare Twitter feed. They can give you the grass seed formula for every major league ballpark. They will also tell you when it’s time to put down crab grass preventative. And they offer out advice for all sorts of common lawn challenges intermixed with the reasons (beyond vanity) why you should take care of your lawn.

Mortgage brokers or realtors could share what they know about maintaining value in your home, what features help sell a home, how to prepare to list your home, how to best improve your credit score, how to protect your credit, etc.

A CPA firm might post examples on how new laws and proposed legislation might impact municipal budgets, businesses or individuals. 

Look for MaineWeightLossCoach.com. Lisa Prince uses Facebook to post tips to help her clients and fans eat more healthfully. Her posts offer timely advice for menu selections when dining out, tips for working in more activity and exercise and what not to eat to reach your goals.

Lisa Fuller, owner of LifeStages LLC, shares her expertise and industry news on eldercare issues via Facebook but automatically feeds that same information out through Twitter. Facebook provides information to her clients and fans. Twitter helps her prospect based on the keywords she uses in her posts.

Take a look at the notes on your desk and think back over the past week. What did customers ask about? What did you read about in an industry publication? Start a list. Sharing your expertise via social media tools is only daunting for a short while. Most people find they enjoy it. And when it starts generating some buzz, prospect conversion and customer retention, it becomes meaningful and very worthwhile. 

Peanut 1994-2010 -- Official Greeter for W@W

Peanut, the smooth coat, tri-color Fox Terrier with one ear shorter than the other, known to all as Nutty, passed peacefully this morning to the land of unlimited biscuits.  

Peanut had a heart as big as the world and a personality to match. For the last 9 years, Peanut was the official greeter for Words@Work, welcoming clients and delivery people with his friendly smile and request for a treat. Known to many as the “cat in drag”, Peanut preferred a sunny spot on the table over a game of fetch. His favorite activities included jumping for biscuits, hiding Brenna’s bones where she couldn’t get them, taking up Sam’s whole bed and waking up Matt.  

Peanut won fame and fortune as a youngster when he took 2nd place in a dog show. He won notoriety later in life for the great Lasagna caper, the famous chicken carcass feast, the Christmas Cookie escapade and the amazing Easter basket disappearance.  

Peanut will be remembered forever as the dog that could open any cupboard, who could wriggle out of a collar whenever a walk wasn’t going his way and who could spring on all fours straight up into the air. Paula’s constant companion since 2001, he logged many miles as her faithful running sidekick. 

Peanut, the nuttiest dog ever, leaves a legacy of love and laughter, having touched the lives of so many people. He is survived by his adopted family: Paula, Sam and Matt. He will be deeply missed by Grandpa, Auntie Biscuit, The Biscuit House, Tuck the tiger cat, Brenna Rose and her family, Lucky and his family, James and Lucy, the staff at TD Bank, and his friends in VT to ME.  

Do you have the courage to ask customers these three questions?

Market research isn't for the faint of heart. It's helpful to have a bit of a thick skin so you can ask the tough questions and really hear the answers. What should you ask? There are three not-to-be-missed questions that every business should be asking:

1) What should you be doing better? 

2) What does the competition offer that you don't? 

3) Does buying from you enhance your customer's life? If yes, how? If not, why?

The answers to these questions will open up a variety of opportunities for you: potential new products or services, customer service improvements, and all sorts of great new messages to promote your business. 

Surveys can be easily completed via online subscription services like Constant Contact or Survey Monkey. Gathering information from customers and prospects can help move your company to the next level. You can discover the answers to questions you never knew you had. If you've never tried one, let 2010 be the year you start a regular market research project. You'll be amazed at what you learn about your own company!

Paula Mahony

For marketing results your can measure 

What would a little market research tell you about your company's value?

Have you ever completed a survey for a company and shared your inner feelings about the value they bring to you? If you run a business, a survey can be an incredibly effective marketing tool to generate great return on your investment. 

How? Simple. 

When the right questions are asked and the answers are carefully evaluated, you will learn the secret reason why you are as successful as you are or more importantly, what is keeping you from realizing your true success. 

Case in point: Schiavi Home Builders

Working with this large residential builder, we heard them say that they were losing business to the competition even though their quality was better. That prospects only wanted to make decisions based on price and that they (SHB) couldn't compete on price. 

Through various survey questions and interviews with prospects, we learned that price was the issue primarily because Schiavi hadn't clearly differentiated themselves from their competition. Prospects didn't realize the significant amount of design and finished craftsmanship that Schiavi put into each of their custom modular homes. They were lumped into the same category as all the other modular builders in their area. 

A few subtle changes to their messaging made all the difference in the world. When those new messages were translated throughout the company, a company record was set. They now say that research and messaging work was the best ROI the company has ever experienced. 

Advertising, Google ad words, direct mail, even social media cannot succeed if the messaging isn't in synch with your true value. If you haven't figured out what you have that customers value, it's time to think about a little market research. I have no doubt that the answers will give you something to consider. 

For marketing results you can measure

Paula Mahony

Marketing Plan for the Non-Planner

No one likes to build plans it seems. Whenever I ask a client if they have a marketing plan, there seems to be a lot of paper shuffling followed by a long pause and finally the answer: "No, not a current one." 

For all of you non-planners and for those who look at building a marketing plan the way I would look at being on an episode of FearFactor BeeKeeping, my pre-Turkey Day gift to you is this Fill-in-the-Blank, Multiple-Choice Marketing Plan. All the work (or almost all) has been done for you. Just implement and enjoy!

Step One Goal Setting

When December 2010 arrives and you look back at the year, how will you know this plan worked? Pick a goal:

1)Increase revenue (a perennial favorite -- nothing like capturing today's money)

2)Increase Prospect Conversions (my personal favorite because converted prospects represent future money as well as today's money)

3)Improve Customer Retention (3+2 = 1 plain and simple)

Step Two Know Thy Customer, Competitor and Thyself

A. In 2010, you will initiate a research intelligence gathering device:

1) Email survey via a subscription service like Constant Contact

2) Google Analytics

3) In store (office, restaurant, or shop) questionnaire

B. The key questions you will ask in "A" are:

1) How are we different?

2) How are we better?

3) What else could we do for you?

4) All of the above

Step Three Get Your Message On 

Communicate your findings via customer-focused, benefit-driven messages. Update your messages regularly on your 

1) web site

2) blog

3) Facebook page

4) video channel

5) Email marketing campaigns

6) All of the above

Step Four Refresh and Repeat

This marketing plan will be reviewed and the metrics measured (see Step One) on a:

1) Monthly basis - the last Friday of each month

2) Quarterly basis - the last Friday of each quarter

3) Annual basis - the last Friday of the year

4) All of the above -- mark your calendar now with an email alert

There you have it...Do-it-Yourself Marketing Planning...Marketing Plan-in-a-Box...or I guess in a Blog. Just print and serve!

5 good reasons to blog more

Blogging...if you believe everything you hear, everyone is doing it. But truth be told, most people aren't making the most of their blogging opportunities. Yours truly included although I've been an advocate for blogging for years. 

When I first started blogging, I believed that to really promote the concept of blogging to my small business marketing clients, I had to really use it. So I blogged...about client's marketing results, about my marketing results, about new product announcements, pet peeves in marketing, how to build a marketing plan, how to use email marketing with your blog and a whole host of other related marketing topics. It was fun and for a while, I was a regular (or relatively frequent) blogger. It really worked. And then I stopped. 

In recent years, I've been a hit or miss blogger. Mostly miss as you can see by the information in the archive. I have every intention of blogging regularly. I frequently say "Gee wouldn't that be a great blog post." But then something else sprints across my field of view and I'm on to another topic. Still it's important to remember the reasons to blog. Here are just a few:

1) Establish your expertise - you are an expert in your field. Let everyone know. 

2) Voice your opinion - you can't possibly agree with everything that is going on in your industry, your region or your own backyard.

3) Promote your ideas - the world is waiting for your brainstorm. Share it. 

4) Spread some good news - a blog is one of the best (cheapest and simplest too) pr platforms. Who knows who might read your announcement. And who knows how that might bring you new experiences. 

5) You've heard it before but it's true -- search engines love blogs. Know your keywords and use them. 

There are many reasons to blog. If these five don't motivate you, email me. We can figure out what it takes to get your fingers tapping.