Marketing strategies to open new markets
posted by Andrea on 7/3/2011 in NewsCreating a brand is a special and precious endeavor. It creates a promise, an expectation, a level of commitment that is unique and wonderful. Ellen Tracy was one of those types of brands.
I wore Ellen Tracy clothing for many years. Ellen Tracy clothing was the combination of quality, style, and professionalism. I LOVED the brand. Although I couldn't afford it at retail prices, I flocked to the sale racks and wore the brand proudly.
In the last two years or so since the "Great Recession," I have seen a disheartening situation. Whomever purchased the Ellen Tracy brand has decided to wreck it. The labels, the design, and the material choices are all terrible. Where Ellen Tracy used to be the hallmark of stylish professionalism, it is now frumpy old lady clothing carried only by Macy's. What happened? It is so sad, so unnecessary...such a probable choice of economics over branding. It's a sad, sad situation. A brand should be cherished, cared for, treasured...the promise of the brand is something not to be taken lightly. Yet, in this case, it seems economics has trumped brand consistency. Who is buying this new brand promise? I can't imagine someone wrecking a brand more thoroughly....What a shame!
Remember, be true to your brand. Hold its promise carefully in your hands. It is a responsibility to be treasured.
Technology as a way to establish credibility
posted by Andrea on 7/2/2011 in NewsI have found myself recently in several uncomfortable situations. I worked with smart accomplished people with impressive resumes that were so technologically ignorant that it was clear they would never be viewed with the same respect that they should.
There is a unique demographic situation occurring now. There are about 20 million "silent generation" people, 77 million boomers, 10 million Gen X'ers and 76 million Millenials. There are members of the silent generation that are respectable people with a number of incredible accomplishments. However, they are often resistant to technology and lack credibility because of it. It pains me to see these people slowly losing credibility.
The same is true for some boomers. Some boomers get it. Others are trying to create an environment that makes them comfortable. Sadly, this is often at odds with the current realities of economic uncertainty, an action-oriented approach to business and the clear charge to work smarter AND harder.
My advice: If you want to be respected and relevant, you need to understand the importance of technology. Learn it. Apply it. Speak it. Your efforts will pay off as you are included in conversations that include technology and current business practices. Your skills are needed but you must communicate and function as it is now. Not like it was....
Marketing strategies to open new markets
posted by Andrea on 7/1/2011 in NewsRecently a client asked me how best to move into a new market and increase his chances to be successful at the lowest cost. I thought about this dilemma and as we discussed the options it occurred to me that there were about six key strategies to employ.
They are:
• Be creative and edgy.
• Focus on key potential clients.
• Have personal interaction.
• Repetition.
• Messaging from multiple sources.
• Keep track of your results.
Implement these key marketing strategies and you will realize marketing results quickly. Good luck!
Collateral Materials (Print) in 3D!
posted by Andrea on 6/30/2011 in News
Two trends on a potentially positive collision course. Is it just me or is every single movie coming out of Hollywood right now in 3D? Also, having heard over and over again print materials, brochures or collateral materials are dead, I am finding that's not quite true. What if these two trends clashed and ouila', popups!
We have been searching for interesting print materials that will take our clients' marketing messages to the next level. After some extensive research, we found a couple of terrific resources. Pop-up Mailers, located in the UK, recently sent us a terrific grab bag of samples that are fun, exciting, surprising, and attention-grabbing. When I opened the box, large and small items started popping up all over. Special sliding cards have movement. Some of the boxes include a place to contribute to a charity. These are innovative examples of collateral materials that are effective because they garner attention and interest.
The other resource is located in Massachussettes, Graphic Sales Products. Their samples weren't quite as attention-grabbing but were more highly customized. The samples included boxes, folders, 3-D glasses paired with 3-D graphics and other materials that can be well-integrated with an overall campaign.
Both of these materials takes your marketing materials to 3D. Look out Hollywood!
Search Engine Optimization Assessment
posted by Andrea on 6/29/2011 in NewsHow do you assess the performance of your search engine optimization? First, search google for the key word that you think people will use to search for you. Second, look at the source code (it can be found on your browser. Lastly, ask yourself the following questions:
What type of SEO efforts have been implemented:
None
Light (Meta tags, page titles)
Moderate (Blog, reciprocal linking etc.)
Heavy (Multiple strategies in use)
What Keywords have you developed?
Meta Tags
Alt Tags
Content
List them:
Do you have your key words in your Headers? Titles? Meta tags?
What internet directories are you listed with?
Google Yahoo! DMOZ Best of Web Other (Please List):
Have you submitted the site to Google Yahoo! Bing
Do you have a Blog? Yes No
Where is your blog?
What social networking sites do you frequent?
Facebook, MySpace, LinkedIn, Twitter, YouTube, Squidoo, Wikis, Online Forums
Proposal writing and preparing a response to a request for proposal
posted by Andrea on 6/28/2011 in NewsThere are a number of complexities related to responding to a request for proposal. The exercise is a combination of art and science. Understanding the requirements and combining those details with the need to be both persuasive and technically specific is a challenge.
That is why the planning process associated with an RFP is so important. The process of creating a proposal template or a sample proposal, identifying the key win factors, and writing a RFP that is responsive and persuasive is a critical and integrated approach that wins RFPs.
Most people think RFPs or responses to requests for proposal are difficult and a pain. But, I think they are a perfect exercise in marketing strategy and tactics in one project. There is no other opportunity to strategize, execute, and win in a short period of time like responding to a request for proposal.
Between stellar and crisp graphics, persuasive and compelling content, and quality production, responding to an RFP is a terrific way to win business in short order.
Call us if we can help!
Fear, Marketing, and Sales
posted by Andrea on 6/28/2011 in NewsFear is an interesting thing. It stops us, guides us, and energizes us to do things that we may not normally do. It's surprising to me how many people turn to marketing because they are afraid of selling.
Sales is a fascinating process that involves initiating a relationship with someone you don't know or extending a relationship with someone you do. It is surprising to me how many people turn to marketing as a way to avoid selling. Yet, if they looked at sales not as a possibility of being rejected but as an opportunity to develop a new relationship, I'm wondering if they would be more eager to sell.
Somewhere along the way people have developed so many fears around selling. Yet, there is huge opportunity to develop as a person and a professional by overcoming that fear. Every time I'm about to take a risk, I feel some fear. The triumph is pushing through the fear and doing what I know is the right thing to do and what will ultimately result in success. Strength is built by overcoming fear. Overcoming the fear of sales will result in huge dividends for you, your business, and your life. So much of what we do every day is selling. Every time we convince someone to give us a discount, help us in a store, or introduce ourselves to someone, we are selling.
So, as one great author has said, "Feel the fear and do it anyway." Sales is an opportunity for people to know you and your products or services. They have a choice. If they choose no, it is not about you. It is NOTHING PERSONAL! So, use your marketing to support sales. Don't avoid sales. You can sell! Go for it!
B2B vs. B2C What does it mean?
posted by Andrea on 6/27/2011 in NewsINNOVIA identifies itself as a business to business or B2B marketing firm. Recently, I realized the importance of this distinction as I hosted the vice president of a major consumer product company.
As I earnestly tried to explain that we used the product, were interested and indeed, ready, to provide package design support and marketing analytics, I realized that my pitch was falling on deaf ears. He was right! Although there is a growing convergence between B2C and B2B marketing, there is still a distinct difference. What is the difference? The sophistication of the buyer.
Typically, a B2B consumer is more sophisticated and somewhat removed from the purchase. After all, it isn't their money, it's their employers' money. They assess items from a detached viewpoint. They take pride in their ability to make shrewd decisions on behalf of their employers. Yet, the B2C consumer makes decisions from a more personal viewpoint. It is their cash, their hard earned money that they are spending. They want a lot for their purchases. They demand a lot from their purchases. And, rightly so!
I am no different. When I part with my hard earned dollars, I want to ensure that I buy quality. Other consumers may be buying something else. Regardless, I find consumers to be more whimsical and personal which is why I specialize in business to business marketing. I am much more likely to make a logical purchase for my business than for my personal life which is why I can better guess at the motivation of a business to business buyer.
I may not have appealed to the B2C vice-president but I am so much more comfortable in a B2B environment.
Components of a Standard Statement of Qualifications (SOQ)
posted by Andrea on 6/26/2011 in NewsMore than one client has asked me to identify the key components for a company generated Statement of Qualifications (SOQ.) Many SOQs are requested by entities when they are actively sourcing a project and then the contents are dictated by the terms of the RFP or RFQ. But if you are a proactive business developer, sales person or marketer, you will likely want a standard SOQ that you can send to a client to pave the way for more business.
To answer some of these clients and anyone else who may be interested, below are key components of SOQs. Granted, this is not an exhaustive list. However, if you are working to put together an SOQ for your company, these components will serve as a foundation. Also, please note that not all of these components will apply to every business or industry. If you have any questions, please feel free to contact us.
Likely or Standard Components of a Statement of Qualifications
· Company overview
· Description of Services or Areas of Expertise (suggest stand alone sections)
· Project examples / project sheets
· Brief biographies of key staff
· Client List
· Description of Systems (IT, Planning, Scheduling, Estimating, Project Management)
· Description of Management Practices
· Mission/Values Statement
· Controls
o Quality Control
o Safety
o Schedule
o Budget
o Privacy
o Security
o Non-compete
o Data Treatment
· Dispute resolution
· Approach to project (if needed)
· Insurance or technical information
· References
· Resumes
· Samples of work
· Standard pricing or rates
Multi-pronged marketing...why just one or two marketing tactics are not enough
posted by Andrea on 6/25/2011 in NewsMany clients when they first come to our office want a website or a brochure or a logo. The first thing we do is ask them about their goal for that tactic. They usually say that they want more business or are going to a trade show or perhaps they have a potential client they want to impress. And, that is where the strategic marketing discussion begins.
The reality is that just one unfocused marketing tactic or activity rarely achieves the results people want. The mistake a lot of businesses make is to implement a reactionary marketing plan or, in some cases, what we call "Hail Mary Marketing." In other words, you have implemented little or no marketing tactics and all of a sudden you need to implement something so you pick something easy...an ad in the yellow pages, a coupon in one of those mailers to people's homes. I once had an upscale lawyer from a higher end firm in California consider putting fliers on people's car windshields! This wasn't a personal injury practice...they practiced water and environmental law!
Marketing that makes an impact must be implemented with a thoughtful strategy behind it. The market sector, the action you want to provoke, the type of clients you want to attract, these are all important questions to ask and answer before you spend money on marketing. After you answer these questions, it is critical that you choose more than one tactic to implement. In other words, a direct mailer with email marketing and a press release will work together to make a bigger market impression. You are more likely to reach more people. You are also likely to reach people more often. In graduate school, they teach that advertising should be evaluated through the constructs of Reach and Frequency. Marketing is no different.
When I was selling to doctors, I ensured they heard my message at least four times from four different sources in a six week time period. They sometimes quoted my materials back to me! Because when people hear the marketing message from different sources, it feels like there are many people providing the same message. It feels less like marketing and more like education or awareness.
In short, if you want to make an impact with your marketing:
1) Create a strategy and goals.
2) Implement multiple tactics.
Good luck!
Branding! Be consistent
posted by Andrea on 6/24/2011 in NewsSmall business owners are too busy bringing in work, managing business and balancing the books to worry about consistent application of their branding and graphic presence.
I urge you to MAKE TIME! Often, we see logos and other branding elements that appear like a sweater that is faded, stretched out and snagged. Branding adds value to your company. But, it must be consistently applied. If you decide to have your logo redesigned, request that your design firm provides not only design files consisting of .jpgs and .eps or vector files but also a style guide that clearly explains how to use the logo or graphic design in multiple applications.
The PMS/Pantone colors, CMYK, RGB, and Hex colors should be outlined and identified. The fonts, the taglines, and the appropriate use of the logo in print and web should be explained. Ideally, your graphic design firm would provide you with all the details clearly explained for any possible use including letterhead, email marketing, social media (facebook, LinkedIn, Twitter), email signature lines, brochures, websites, blogs, etc. Then, use the guide to apply your logo consistently and often!
Strategies for marketing to the government
posted by Andrea on 6/23/2011 in NewsBecause we respond to government proposals (like RFPs and RFQs) I am often asked about how to acquire government business. The simple answer is: it requires a marketing strategy just like any market sector. However, it also requires some special marketing knowledge and sensitivity to the way government procurement is accomplished.
When deciding to add government as a market sector to pursue, the first decision is what type of government entity do you want to pursue? Municipalities, counties, states, universities, and the federal government all require different marketing strategies, have different rules, may require different levels of marketing investment.
City and county governments are usually more approachable and the procurement process is more straightforward. Also, many states incorporate a preference for businesses in their jurisdiction. Typically, the city, county and state government managers are often very accessible and will be open to developing a professional business relationship. Below are eight basic steps to take to begin approaching marketing to local government entities.
1. To begin, determine the two-three entities and/or agencies that you would like to pursue.
2. Before a request for proposal is issued, meet with the "end users" (i.e. the people needing your products or services) and then meet with procurement.
3. You may even want to attend some pre-proposal meetings where you are not likely to propose so you can get a sense of the way the entity does business.
4. Complete any special certifications or registrations that are required. For example, the City of Phoenix requires companies register and are issued an affirmative action certificate.
5. Using the Freedom of Information Act (FOIA) or the Public Records Laws for your state, take the time to review responses to the Request for Proposals previously issued.
6. Then, begin the process of writing a proposal for your company. Begin to develop resumes, a company description, and other key information that will be included in a request for qualifications or request for proposal.
7. Wait for the release of the RFP/RFQ and then, write a response to the RFP that is persuasive, responsive, and creative.
8. Whether you win or lose, request a debrief with the procurement officer.
It is a cumbersome process but once you get initiated you will learn that it's just another approach to business and it is very rewarding, especially when you develop relationships with the people that work for the government.
Marketing Strategy: The importance of a niche
posted by Andrea on 6/22/2011 in NewsWhether it's architecture, construction, music or law, the survivors in this economy are ones that have a well-defined niche.
During the last boom, most companies resisted creating a niche for themselves. They wanted to be as many things to as many people as possible. And, the market wasn't particularly punitive if they weren't well-niched. Well, it is now.
The companies surviving and even thriving in this economy are ones that chose their niche based on their expertise, the market demand, and the competitive landscape. One of my valued clients, SportsPLAN Studio, is thriving in this economy because they are specialists in sports architecture. With over 500 projects to their name, they are truly specialists. This economy has affected them but they are surviving, even thriving, in this market.
There are other companies that have almost folded under the stress of the economy. The reason? They had a niche but it was one too closely tied to market demand that was speculative. The importance of looking at the robustness and the longevity of the market before choosing your niche cannot be underestimated.
There are others who have chosen a niche that is saturated but with style and purpose they have risen above. For example, in the music industry, The Arizona Republic quotes Chris Sampson, dean of the popular music program at the University of Southern California (my grad school alma mater) as saying about Beyonce', Taylor Swift, and Lady Gaga, "What has made each successful is that they have carved out a very specific niche for themselves. That comes from that level of focus, knowing who they are artistically, and almost as a brand."
Others choose niches that are tiny in terms of competitors but big enough to support the business and the mission of the owners. For example, PK Bootmaker, a specialized boot maker in Southern Arizona has a unique and somewhat "tiny" niche but has been successful in dominating the custom boot market.
When I emphasize this point to clients they resist. Heck, even I resist with my firm. Yet, it is critical to choose your business niche and dominate it. The chances of surviving, thriving, and then, dominating your market are much higher and long-term success is inevitable.
Five for 10: Internet Marketing IDEAS to Try
posted by Andrea on 6/21/2011 in NewsResolutions are ...well...typically forgotten or made to be broken, so, instead, let's call this year's list the five Marketing IDEAS to try in 2011.
1. Try to measure at least one of your marketing tools...like your website. Use Google Analytics to track your traffic. It's a small start but a good one.
2. If you already have accounts with the big three social media sites like Facebook, LinkedIn, and Twitter, try a new social media site. What about Squidoo? ZoomInfo? Ryze? Give them a shot. If not, what are you waiting for...at a minimum get a LinkedIn account. It's critical for maintaining and growing your network of business relationships.
3. Try email marketing. At a minimum, start with Outlook. It's not the greatest tool but it can be done. (The secret is sending the emails out in small batches.) When you see the results, (and you will see results) email us (yes, a shameless plug here) and we will set you up with your own customized stationery and a tool to measure your results.
4. Identify the key words people use to search for your type of business...and then apply them to your website. It sounds hard, but it's not. And, it is critical to being found on the web by people who don't know you.
5. Read a blog. You don't have to write one...yet. But, at least read one. Get rid of the fear of technology and dive in. It's fun, exciting, and will open your world to new possibilities.
Good luck and let us know if we can help!
Diversify your client base!
posted by Andrea on 6/20/2011 in NewsI remember a few years ago when my employer and I would make judgment calls about whether a potential opportunity was "worth the effort" to pursue. Times have changed!
Throughout my sales and marketing career there has always been a great deal of discussion about target markets, niche markets, and specializing. Every opportunity was evaluated from the perspective of "fit." Did it fit in our niche? Was it in a market sector that would strengthen our portfolio? Was the pursuit "worth it?" In fact, in my MBA program, this was one of the golden rules of marketing. No scatter shot marketing! Every marketing strategy should be carefully targeted.
I still believe this to be true. However, the net must be cast quite a bit broader than in the past. In fact, recently, I have encountered several experts that believe it is wise to not only cast your net wide but in several different bodies of water.
Because of the market uncertainties, we must view our marketing strategy like an investment portfolio. We must diversify between public and private sector clients. And, diversify among industries. AND, diversify our services. Like investing, our returns may be higher if we invest all of our time, energy, and money in one amazing growth stock, but the risk of that one stock yielding the highest returns is much, much higher than if we diversify among several that may generate high, erratic returns and low predictable returns.
So, while staying focused, still evaluate your current client list and your target client list from the perspective of diversification. In this economy, it is about survival just as much as it is about profitability!
Use marketing words that have juice!
posted by Andrea on 6/19/2011 in NewsMy son made up another word today...blurvy. It's a cross between blurry and wavy. Here's how he used it. "Mom, your voice on your new bluetooth sounds blurvy." After arguing that blurvy was not a word, I decided to just go with it.
He and his sister have either made up or introduced me to many interesting words that may someday make it into the lexicon. Words like:
• Ginormous- pronounced (Ji-nor-mus) (a cross between gigantic and enormous.)
• Jank- meaning disgusting or of bad quality
• Blurvy- (see above)
• Soupy- not a new word but used in a new way...as in I don't like books that are too soupy (full of extra words)
All of these words could be used with a great deal of confidence in the marketing realm because they are descriptive and full of "juice." One of the hallmarks of good marketing is using a fresh approach. Words are an important part of that fresh approach. There are words used in marketing that are just tired. Words like "good," the "best," "qualified," and the "right choice." These words have no "juice" or zest or verve. What new words have you learned?
Creating a winning proposal
posted by Andrea on 6/18/2011 in NewsWe just submitted a proposal to become a consultant for Business and Technical Management Services for ADOT's DBE program. Of course, we spent a great deal of time on the content and approach to the project. But we also spent a great deal of time making sure the "look" of the proposal and the overall layout was appealing, contemporary and readable to a wide variety of reader-types.
When someone first sees a proposal, a website or even your office, they form an instant impression. If that impression is favorable, their brain will subconsciously look for evidence that their first impression was correct. It would have to REALLY fall apart for them to change their first impression. If the impression is unfavorable, the same thing occurs. With proposals, specifically, the reviewer has an entire stack of proposals with a limited time to read them. First impressions and the overall "look" of the statement of qualifications or proposal is really important. Of course, this is absolutely true of websites and other materials, as well. In fact, Seth Godin talks about it in his latest blog post.
Proposals, statement of qualifications, annual reports, and other documents should be written for multiple types of readers, including both detail-oriented people, as well as "skimmers." Someone should be able to get the "gist" of the proposal or report without having to drill down into the details. They should also be able to dive deeper into the proposal and have their detailed questions anticipated and answered.
Putting together a quality proposal in more than just answering the questions. It involves strategy, design, thoughtfulness, persuasiveness AND responsiveness. All of these elements executed together will add up to a winning proposal!
Proposal management system...so important!
posted by Andrea on 6/17/2011 in NewsWe are simultaneously writing proposals for three separate projects. The key to keeping them aligned, focused, and separate is the proposal management system. If you haven't already, I highly recommend using a checklist for your request for proposal response.
This checklist should delineate the nuts and bolts of the proposal (what is required) as well as the strategic approach and track proposal content. If anyone would like a free proposal checklist, please email us and we will send one out to you.
Social Media: Style versus substance
posted by Andrea on 6/16/2011 in NewsYou know the person. They always look perfect, have the best of everything, and are always at the front of every classroom and at the top of every list. Now, we have social media that feeds their desperate search for respect and legitimacy, because these people are "Top Linked" or have more friends and followers than anyone else.
Social media, whether you are talking Twitter, Facebook, LinkedIn, or YouTube (and others) feeds a growing problem in our business world and society. People who believe style is more important than substance and quantity is more important than quality. People are using Social Media to trumpet to the world their legitimacy, as though numbers alone tell the story. After all, if someone has 5000 twitter followers, people must really care about what they are doing, right? And, if someone has over 1000 links on LinkedIn, they must be really connected! Or, if someone has over 500 friend on Facebook, they must be popular.
Search Engine Optimization has a similar problem. People are blogging and twittering and linking for the sole purpose of driving up the rankings on search engines. Most of the time, once again, style (i.e. key words, length, activity) is more important than substance. But what happens when the visitor gets to the site? Shouldn't there be subtantial content to reward them for their efforts?
I have begun to develop my own "rules" about the social media, blogging, and SEO activity to fight this trend towards style over substance. I only...
1) "LinkIn" with people whom I have met (or with whom I have had prolonged long distance contact.) And, I only post business-related news.
2) FaceBook with people with whom I have had regular and prolonged in-person contact, i.e. the people who I care about what they do every day. In fact, I am in the process of unfriending people on Facebook so that I can accomplish this.
3) Blog with observations, lessons, or rants/raves. I don't sit down with the keyword list and generate blog posts from that list to improve SEO.
4) Write press releases when I want to announce something. We don't generate them to drive SEO.
5) Follow twitter to monitor trends and the press. It's really not important what my dogs ate for dinner! I don't think most people care.
6) Consider all of these mediums as tools. They are not the ultimate measure of me or my company's legitimacy or popularity.
So, instead of being intimidated or feeling bad because I don't have 4000 LinkedIn connections or 1000 friends or 5000 followers, I am taking a stand for quality over quantity, substance over style! What about you?
The Top 10 Secrets of Google
posted by Andrea on 6/15/2011 in NewsMost people when asked about Google know it’s a search engine. After all, to “Google” something has become a verb in our lexicon. Most people know Google as the clean white search box they see when they visit www.Google.com.
If people are really pressed they may also mention that Google has email (Gmail) and maps (Google maps.) What people don’t know is that there is a much bigger “beyond the search” part of Google. In fact, Google can help you organize your medical records, has a patent search function and a 411 service. Those are just a few of the many services that Google offers. To discover these areas, sign in to your Google account (Gmail is easiest) and then click on “My Account.” You will see an area that mentions “personal settings” and then another area that says “My products.” The “My products” area shows you the Google services you are already using. However, to discover more, click on “Try something new.” In that area you will discover 42 additional Google following services. The ten most interesting, include:
Patent Search
Scholarly Paper Research
411 Connect
Medical Records
Earth (see the ocean floor and more!)
Books (search text of books)
Tours (Map your trip)
Image Search
Picasa (Google picture organizer)
Translate websites into another language
Have fun!
Need a website? Six key areas to investigate when hiring a web developer.
posted by Andrea on 6/14/2011 in NewsMore and more we hear about people who promise fantastic website and don't deliver on their promises. Some of these people have the best of intentions, others don't. Developing a website seems easy but there are hidden components some people don't realize exist. So, here is a primer and questions to ask your web developer.
The six critical components of website design and development are:
1) Strategy: How does this website connect with new and existing clients? What is the purpose of the site? What are the goals of the site?
YOU PROBABLY WANT: Someone who can understand your goals and can connect the website to your business or marketing strategy. Someone who understands website as a critical business tool. Someone who understands ROI, web analytics and measurement.
2) Design: Who is going to design the site? How many versions will I get to choose from?
YOU PROBABLY WANT: 2-3 (More than 1)
3) Content: Who is going to write the copy? Do you need to provide them with materials or are they going to write it? What about photos? Do you need to provide those or do they use stock photography? If so, who owns the content of the site? Do you own the copyright or do they?
YOU PROBABLY WANT: The copywriting to be a blend of you providing information and them writing for you in a web friendly (keyword friendly way) way. Make sure they can WRITE! You need to own the copyright as soon as you pay for the site!
4) Development (or coding): Who codes the site? What language are they using? (HTML, PHP, DNN are the most common.) Is there going to be a content management system so I can make my own changes to the site? If so, how much will it cost?
YOU PROBABLY WANT: PHP or HTML because they are open source. And, you want a content management system if it's not too costly.
5) Project Management: Who is going to pull all this together? Is it you (the client), the web developer or someone else?
YOU PROBABLY WANT: They should do it. The project management should start from the beginning with a defined site map. YOu should have a clear understanding of the end result.
6) Search Engine Optimization (SEO): Is the site going to be created so it is SEO friendly? What SEO practices are you going to employ in order to make sure your website can get "found" on the web (especially in Google.)
YOU PROBABLY WANT: Require clear and understandable language. If your web developer provides vague or confusing answers, ask them to explain it to you in language you can understand. There is NO reason for them to talk to you in "tech speak." Websites are not rocket science. They just are a specialized area of expertise. When you talk to your accountant or lawyer you want to understand them. It is exactly the same with a web developer or marketing professional.
Good luck!
Using Avatars on your website
posted by Andrea on 6/13/2011 in NewsI just saw one of the coolest demonstrations of future technology. Avatars are in our future! What is an avatar? According to dictionary.com, 1) in Hindu Mythology it is the descent of a deity to the earth in an incarnate form or some manifest shape; the incarnation of a god; 2) an embodiment or personification, as of a principle, attitude, or view of life. But on the internet, an avatar is ... a graphical image that represents a person. There is currently a terrific site for Avatars (www.sitepal.com) that allows you to create your own avatar from existing choices or upload your own photo. It's affordable and my guess, a new trend in website design "must have's."
Another option is to create a "live" avatar from a video of a person. The Michigan Association of Realtors has an avatar on their site. It is credited to Zyte of CGI Communications. After about 5 minutes searching for their site and 15 minutes on their site, I am still not clear about how to engage them to create an avatar. Regardless, it is a fascinating concept that will have a big future. Check it out for yourself!
Web analytics
posted by Andrea on 6/12/2011 in NewsThere is a huge range of web adoption. I spent a considerable amount of time today on the telephone with someone who candidly admits that he never uses a computer but "should." And, at the same time, Mind the Gap is offering web traffic, web analytics, and web reporting for our clients. The exciting aspect of marketing
in the Web 2.0 world is the aspect of measurability. Finally, marketers can determine where the ROI is. Websites with analytics can provide information about how people are searching for you, what they are interested in on your site, how long they stay, how many people visit your site, where your visitors are coming from and which sites sent them there.
We review the web traffic and other reports for multiple clients and they tell us a great deal about web clients. Decisions can then be made about what to emphasize and what sells. Landing pages on one client's site will tell us what search engine optimization techniques are working, and what type of clients visit their website. Is it the family looking for a vacation, the motorcycle riders, or the business traveler that is the most motivated to go to the website and then "convert" to a paying client? With web analytics, we know! (Or, can at least make a good guess.)
The beauty of web analytics is that the market leader offers its product for free. Google Analytics is a user-friendly, clear package that can indicate to both beginners as well as more advanced marketing analysis the performance of your website.
If you haven't looked at Google Analytics, and at the other extreme don't have a website, I encourage you to take a look. We can help you, if you get stuck!
Marketing to the government
posted by Andrea on 6/11/2011 in NewsI have recently embarked upon the curious and interesting world of federal procurement. There are a few things I have learned that may help others looking to follow the same path.
1. Identify the agency, departments or areas of government that are the best fit for your organization's offerings.
2. Look for procurement shows that may have attendees from those agencies or departments. By attending a trade show, you can see a number of government representatives who are very helpful and knowledgeable.
3. Register with CCR. (HINT: Get a DUNS # first.)
4. Register with FedBizOpps.
5. Register with ORCA.
6. Prepare a qualification statement (Mind the Gap can help you with this task.)
7. When you see a relevant project, prepare a professional and persuasive proposal that will present your firm in the best possible light. (Mind the Gap can help you with that, as well.)
8. Continue to market yourself to the targeted agencies.
9. Get on the GSA schedule for your NAICS code.
10. If you fall into a special category, like minority, woman, or veteran owned business, obtain certification.
You can do it! Good luck!
The top five ways to get news for you on the web
posted by Andrea on 6/10/2011 in NewsNewspapers are going the way of the dinosaurs. Now, we can get news on demand, whenever and wherever we need or want it. Most people realize you can search for your news or have their browsers set to a news page like Yahoo, MSN or CNN, but did you realize you can have specific news you want delivered directly to you? There are both local and national news sources that will deliver your news to your in box every day or every week.
Phoenix Business Journal
Every day at 3:05 pm you can receive the day’s business news delivered to your inbox. It is a list of headlines that provide more information if you click on the links. It keeps you apprised of local events.
Wall Street Journal Daily Digital Update
The Wall Street Journal provides headlines several times a day if you subscribe to their free update service.
Google Alerts
Both the above sources give you daily updates that they choose for you. However, with Google Alerts, you can set the topics, company names, or people that you want to track. Google will scan all internet sources and send you the updates on a daily, weekly, or monthly basis. It’s a terrific way to keep track of your company, your competitors or potential clients.
Executive News Articles
The Clip and Copy service provides articles from hundreds of business to business publications on topics of interest to you.
RSS Feeds
An RSS Feed subscription will provide you with an update every time the blog or website to which you subscribe is updated. Look for the icon displayed above, click on it, and you can subscribe to the news or updates that are important to you.
Website Marketing: The top five places to register your company on the web
posted by Andrea on 6/9/2011 in NewsMost people over 40 years old remember that everyone used the Yellow Pages and only the Yellow Pages to list their company’s phone number and address. Now, there are so many places to register your business it can be quite confusing. Here are the top five places where your business should be listed on the web (and most of them are FREE)!
Google Local Business:
Even if it can’t find your website, if you use the Google Directory feature, people will be able to find you. This is the local business listing site for Google. You can add your address and mapped location for free.
Yahoo Local Business:
Yahoo offers a free local listing, as well. Same reasoning as listing with Google. In some cases, Yahoo may be better than either Google of BOTW because they have an active landing page that opens automatically on a people’s screens.
Best of the Web:
This is an aggregate site from past popular sites.
Live Search (aka Microsoft):
Microsoft’s search and index tool that also includes a local directory.
Yellow Pages:
Don’t be confused with Yellow Book. Yellow Pages has much better traffic and is ranked significantly higher than the Yellow Book.
This exercise takes about 1 hour (less than that if you already have the copy about describing your business.) I highly recommend you do it. Then, people will be able to find you no matter where they look. Good Luck!
What is eMarketing and how does it affect contractors?
posted by Andrea on 6/8/2011 in NewseMarketing, also called digital marketing, internet marketing or web marketing is marketing that occurs on the internet or using a computer. EMarketing tools include websites, email marketing, pay per click (PPC) advertising, banner advertising, blogs, social networking sites, wikis, groups, podcasts, and online public relations. Then, associated with those tools are techniques like search engine optimization, key word analysis, website analytics, web traffic reports, page rankings, shopping carts, etc. It’s enough to make a person’s head spin! What most business owners do is tune it out, focus on the core business and let the “young people” deal with it. However, if you embrace some of the basics of eMarketing, you will find it’s an inexpensive and effective means to promote your business, hire employees, and communicate with clients.
The minimum “must haves” if you are running a business today are a website and email marketing. Ideally, you would also have a blog and at least one page on one of the social networking sites, like MySpace, LinkedIn, or Facebook.
First, let’s discuss the website. Recently, I had a client say to me that he had spent thousands of dollars on their firm’s website and he was unsure if it had ever done anything for him. I understand why he would say that. Because the construction business is so collaborative and relationship-oriented, the website can seem like a nice to have. However, that’s just not accurate. Most people don’t realize how important their website is because they never get their web traffic reports. They don’t realize how many people are going to their website to check them out before they pick up the phone to make the call and inquire about their services.
The internet is used to Search or Research. While many people may not search for a commercial contractor online, often if referred, the client is researched online. As a director of marketing for several architecture firms, we often made decisions about which engineers to select for teams based on our knowledge COMBINED with the projects we found on the various engineers’ websites. The developers that contacted us mentioned that they had found us or qualified us based on our website projects. So those firms that have dated websites are doing themselves a disservice.
So what should you do?
· Take a look at your website (you’d be amazed how many people never look at their sites!)
· Visit your competitor’s websites.
· Then, decide your goals for the website. Is it to persuade people to call you for more information? Is it to answer clients’ easy questions? Is it to gather resumes? Is it to proactively or reactively market your firm? Do you want a place to communicate with clients online?
· Objectively ask yourself if your website meets your goals. Does it have the functionality you want? Is the content compelling, accurate, and current? Does it reflect your company’s culture?
· Next, ask your IT person or whoever hosts your site to provide web traffic reports. Those reports will provide information like how many people visit your site, where they are visiting from, the pages they viewed and how long they stayed on the site.
· If you decide you need a refresh, talk to a professional (not a friend’s kid who just graduated from college) about your goals for the website. Make sure the person you hire understands not only web development or design but also marketing and how the website fits into your overall marketing message and plan. Investigate search engine optimization (the various techniques that are used to ensure your website is found on the web,) key words (words people use to find you on the web, if they don’t already have your web address), and the impact of various decisions on your overall goals. (e.g. if you are interested in search engines finding you, don’t develop your site in flash.)
Consider email marketing.
A very inexpensive way to contact a large group of clients and provide them with an electronic newsletter is email marketing. It is increasingly becoming an important emarketing tool. Email marketing is not spam. Permission-based email marketing is a special email tool that allows you to send emails to groups of people with whom you have worked, are associated, or whom have given you permission. The price per month can range from $25-$1500 depending upon how you decide to implement it. If you decide to implement it yourself, it can be very reasonable. If you choose a high-end marketing/advertising firm, you will pay quite a bit more.
Why can’t you use Outlook? There are several reasons. First, outlook email sent in groups is caught and directed to the spam filter. Second, there is no way to track who opens the email and if they “clicked through” to your website. Email marketing provides that functionality. Third, Outlook doesn’t allow for your branding to be used. Email “stationery” is branded with your logo and any other information that you think is important for your image to be visually conveyed. Fourth, email marketing allows you to format your message in a variety of different ways. You can use a newsletter format, a simple one picture/one story, or many other formats. Most importantly, using an email service provider will allow you to stay compliant with the Can Spam Act of 2003 which requires that you offer an “opt out” option. I have never seen a more effective and cost-effective tool. My clients have generated impressive results very quickly.
Social networking. Why should you care?
Social networking websites are the sites commonly associated with teenagers. However, things are changing. MySpace was and is all about teenagers and is mostly entertainment oriented. LinkedIn and Facebook, however, are good tools for research, getting connected to past and current clients and friends. Think of them as online networking. LinkedIn has a way to see who is connected with whom and you can see the different companies connected with people in your network. It is an excellent way to use your network to “warm call” your prospects. You can ask people in your network to provide you with introductions or information allowing you to call prospects with someone’s name or a recommendation. Also, it can be a very effective way to recruit. “Twenty-somethings” are more likely to use these tools to find jobs and check out your company. It is also a tool for you to research anyone you are considering hiring. It’s a peek into their personal life that can inform you about problem employees before you hire them.
Blogs. Huh?
I used to think blogs were personal journals written about inane events by people that I didn’t know. However, blogging has become more than that. Think of blogging as a combination between journalism, publishing, and gossip. Your blog (short for Web Log) is a way for you to engage in a conversation with your clients and talk about your business in a more familiar way. Think of blogging as a way to write a letter to “Whom It May Concern.” It’s a way for you to provide current information to your clients and engage them in conversation. People can respond to your writing on blogs and respond with comments. And, blogs will help you with search engine optimization.
Pay per click advertising.
Right now, pay per click advertising, is more important for the business to consumer market. Companies whose clients are other businesses typically generate less leads than companies who appeal to consumers. However, if you have compelling key words and there is a possibility for your company to be selected by someone searching online, you may want to investigate this advertising medium.
There are a host of technology options for your business. The compelling reason to investigate them is that it is very cost-effective and it’s where most people look for information. Plus, the time is now for getting ahead of the curve. Remember when people were exceptional when they had a website? Now, everyone must have one to have an effective marketing presence. Get on board with email marketing, social networking, and blogging and you will have an advantage over the competition that are too resistant to implement.
Marketing Strategy, Marketing Goals, Marketing Tactics: Fundamental to your business success
posted by Andrea on 6/7/2011 in NewsClearly defined mission, goals, strategies and tactics are the foundation of a business. The marketing decisions should flow from those fundamentals. Whether you implement a new marketing collateral piece or search engine optimization, asking the question, "Does it get us where we want to go?" will help you to prevent chasing the latest, greatest technology or tool for its own sake. After all, marketing should have a return on investment associated with it.
Many business people are familiar with the terminology listed above. However, their application to individual businesses is often unclear. It is as critical to understand and define these terms for your business as it is to understand the state of your accounts receivable. A business’s mission, goals, strategy and tactics create its foundation and give it the footings to support a large and evolving business structure.
“Mission,” a term used heavily in the 1990’s, usually consisted of a very long sentence developed by a committee in a boardroom or on a retreat. The drafters of these missions sought to bring clarity and purpose to their companies. Too often, however, the missions consisted of confusing statements with competing components that, in turn, resulted in some serious “eyeball rolling” by staff. The simplest mission statements are the most helpful. For example, “Greenstreet Construction builds quality retail structures.” Missions are stated as though they are already occurring, even if they are not. A mission’s purpose is to state why you are in business and, frequently, includes your firm's values.
Goals are defined as measurable milestones that drive the performance of the business. A goal is, “to sign contracts with three retail developers for projects in excess of $5 million in the next six months.” A goal has specific numbers tied to it. Revenue, profitability, time, and other quantitative assessments can and should be components of goals.
After you and your colleagues craft and commit to the firm's mission and goals, you must develop strategy to implement the mission and achieve the goals. A clearly defined strategy answers the “how?” to achieving your firm’s mission and goals. Strategy, simply put, is the direction in which your company is headed, while considering your services, your competitors’ services, opportunities in the marketplace, your strengths and weaknesses, and those of your competitors. Strategy determines what markets you are trying to penetrate and how you are positioning your firm against the competition.
Ordinarily, you should strive to fill a market niche. Greenstreet Construction, for example, could state its strategy in the following way: To establish itself as experts in constructing retail establishments that are categorized as "big box," strip centers, and mixed-use.
Yet, even the most compelling mission, goals and strategy mean nothing without action. Tactics, represent that action. Tactics execute the firm’s strategy. Tactics typically involve more practical marketing decisions, like which type of advertising to purchase, where to spend your marketing dollars, what type of prospects to target. Most firms, especially small ones, spend most of their time on tactics.
In fact, when businesses get in trouble, they concentrate their focus on tactics. It can be tempting for principals and marketing professionals to feel as though they are making progress when they are actively placing advertising, creating direct mail campaigns, preparing proposals and “doing lunch.”
Greenstreet Construction's tactics will include placing at least six advertisements in publications widely read by retail developers; creating relationships with the top 10 retail developers; meeting with at least six architecture firms that design retail; and developing and executing a marketing campaign informing their prospective clients about their successes in the marketplace.
Once you determine your mission, goals and strategy and apply the appropriate tactics, your results will multiply and exponential growth will soon follow. The firm will have a focus, as will the people within it. The mission, goals, and strategy will establish an atmosphere where only exceptional results can result.
WEBSITE MARKETING: THE TOP FIVE MEASURES FOR YOUR WEBSITE PAGE RANK
posted by Andrea on 6/6/2011 in NewsUsing your website as a source of leads and business intelligence requires a strategy. Search engine optimization (getting your web page ranked on Google) and turning your website from a brochure into a viable business tool requires that you benchmark how you “rank” compared to your competitors.
There are a number of free tools that you can use to assess how your website measures up to your competitors. Here are the top five:
www.alexa.com –
This site will give your page rank and your competitors’ page rank.
www.google.com –
Google is not just for searching! If you download the google tool bar, it will allow you to measure the page rank of the web pages you visit, including your own.
www.websitegrader.com –
Hubspot is a terrific site for assessing the effectiveness of your search engine optimization.
www.compete.com –
An alternative to Alexa but won’t rank smaller sites due to their methodology.
www.seomoz.org/trifecta –
SEOMOZ is another site that provides a free page rank tool to give you another perspective.
As a bonus, if you are checking how you are ranked in the Firefox world, you may check:
http://tools.seobook.com/firefox/rank-checker/ –
Once you understand your starting point, you will be able to begin to improve your web traffic and/or your page rank and optimization. Good Luck!
Marketing Strategy is more important than Social Networking!
posted by Andrea on 6/5/2011 in NewsToday's Arizona Republic's article, "Fizzling arts fundraiser offers lessons" discusses the less than overwhelming response of the "MyArtsCommunity.org" campaign. As the article aptly points out, there were several errors and problems that plagued the campaign. They pinpointed timing as the primary culprit. Not enough time and bad timing, specifically, they claimed were the issues that made this campaign's ROI -(-349%)! (They earned $22,258 but spent $100,000.) Timing was clearly one of the issues but the two bigger issues were ill-considered marketing strategy and a lack of compelling messaging.
First, messaging. "I perform for you, now it's your turn" is a guilt-laden message for people who have already spent money to see the performance happen. People who spend money to see a performance feel that they have provided compensation to receive entertainment. There is no residual guilt that they underpaid or that they were provided a "favor" by the artists. Most arts advocates (of which I am one) realize that the cost of tickets nowhere near covers the cost of performing or launching an exhibition, but the public at large doesn't realize that fact. They are used to paying for tickets to mega stars that are living the life of luxury. When the ticket prices to an "artistic" event are similar to a rock or pop concert, they don't realize the difference in economic models between the two. So, perhaps, a better approach should have been to educate the public about the fact that their ticket only pays for 30% of the performance cost and then, offer the call to action. But make that call to action positive, like "Thanks for making it possible for me to continue performing for you."
Second, the tools were given more consideration than the strategy. Yes, social media is smart. Yes, it reaches a new generation of supporters who haven't traditionally supported the arts. But, the reality is that the traditional donors don't embrace new media. The "over 50 crowd" who has the means and interest to invest in the arts is still a face to face, read it in the newspaper or in a letter kind of group. Growing a new support base among the millenials is ABSOLUTELY CRITICAL to the future of the arts. No question about it! However, this will not be accomplished in six weeks. The millenials have the potential to be GREAT supporters of the arts but a long-term education process needs to be instigated and installed in their culture. And, hold on to your hats, Boomers, it may involve more technology, and a new way of performing, presenting, and experiencing the arts.
I wish the MyArtsCommunity.org campaign had been more successful. We need to support the arts. However, like many marketing campaigns that ignore the fundamentals like strategy and messaging, the chance of success is greatly reduced. Marketing tools do not and can not trump marketing fundamentals.
How to write proposals
posted by Andrea on 6/5/2011 in NewsOne of the key areas that Mind the Gap Marketing Solutions delivers value is by writing proposals that win! We teach clients how to write proposals or simply write the proposals for them. Whether it's a municipal request for proposal (rfp), a state rfp, or a private request for qualifications, we write proposals that short list and ultimately, win. What is our secret?
WRITE PROPOSALS THAT ARE CUSTOMIZED
The secret to writing winning proposals is to customize the proposal for the specific project that is the topic of the proposal. To write a proposal that gets shortlisted, one must begin by assessing the key success factors that are relevant to the relevant project. Once those key success factors are identified, the proposer should demonstrate their ability to deliver those key success factors. Every element of the proposal, including the resumes, the project sheets, and the company introduction should be customized to the specific project requirements.
WRITE PROPOSALS THAT FOCUS ON THE CLIENT
The proposal is about the client...not you! Everytime the you start the proposal with "We have been in business for xxx years," think twice! Instead, start the proposal with, "The XX project requires a firm that demonstrates experience and the ability to complete a project on time. Our experience with (a similar project) proves that we have that experience and can complete the project in a timely manner.
WRITE PROPOSALS THAT ARE GRAPHICALLY PLEASING
Does the proposal invite you to read it? Or, do you dread reading the dense text and lack of white space? Is there a picture or graphic on every page? There should be! Dense black text on a white page will not endear you to the selection committee. Remember, they are reading MANY proposals. They will thank you and remember that you had a proposal that was graphically compelling.
WRITE PROPOSALS THAT ARE COMPLIANT
No matter how on target the text or how beautiful the graphic design, if you exceed the required pages, deliver the proposal late, or put pictures on pages you shouldn't, you will be disqualified.
WRITE PROPOSALS THAT USE SCORING AS YOUR GUIDE
Ensure the most content is matched to the highest scoring sections, especially if there is a page restriction. Even if you have a lot to say about quality, if the section is only worth 10% of the points, cut that section down.
When you write proposals that win, you will balance the client requirements with your intention to persuade and market your company. You will customize the proposal to the project. You will deliver a proposal that is strategic, practical, graphically pleasing, persuasive, and compelling.
Feel free to call INNOVIA for a free proposal review! When you write a proposal that wins, let us know how you did it!
Social networking: The basics!
posted by Andrea on 6/4/2011 in NewsSocial networking is the new way to broaden your network and stay connected. Also, businesses can use it to recruit, manage the perception of their company image, and market their products of services. For individuals, most of the sites have discussion groups and group like-minded participants. All of these sites are FREE to join. Below is a summary of the most popular social networking sites:
LinkedIn: With 43 million participants and an average income of $108,000, everyone should be linked in. It is ranked as the 99th most popular website in the world. It has a disproportionately high amount of graduate school graduates and the average age of the users is between 25-44. This site connects you to friends, but more importantly, to prospective clients and business opportunities. This is a business site!
Facebook: More social, less professional. Facebook is the 4th most popular website in the world, as ranked by web traffic. Typical user is college graduate, ages 18-34. This is a social site with some business applications.
MySpace: The 9th most popular site, the average age of the users is 18-34 with some college. Few graduate school grads and even college grads. This is a purely social site.
Twitter: the 48th most popular site, the average age of the user is 25-34 and college or graduate students. This is primarily a business site with social usage, as well. (Especially popular with celebrities, reporters, and notable persons.)
The importance of a content management system for your website
posted by Andrea on 6/3/2011 in NewsWhen businesses purchase a website, they often put themselves completely in the hands of the web developer. They rely on that web developer to provide them with the best website that suits their web marketing needs. I have found that many businesses are not served well by their web developers.
"Old school" web developers reveled in being "proprietary." They loved the fact that they had knowledge and a vocabulary that befuddled people. There was a certain satisfaction when they used words that even the most intelligent person didn't understand unless they were active in the web development area. So, for most people, a website was something that they "put up" and rarely touched again. Going back to the web developer to make changes was costly and the process somewhat mysterious. In fact, I believe that part of the skyrocketing success of social networking is that anyone can update their content, anytime. There are no special skills required.
One way to control website costs and control your website content is to employ a content management system (an editing tool that allows them to update their site without hiring a web developer.) The tool adds cost to the beginning of the project but it more than pays for itself by the time a few edits are performed by you instead of paying the web developer. And, insist that the web developer teach you how to use the tool. For example, I knew how to edit content but not "hide" a page on my site. I asked my developer to "hide" the page and then I decided to edit the content and "reveal" it again. I was charged $22 to hide it and then $22 to reveal it. It took the developer about 1 second to check the box that is required to hide a page. $44 isn't a whole lot of money but I would have rather spent it on something other than having someone check a box on a page.
One of the better content management systems is dot net nuke. I urge you to check it out. I have also learned recently that Adobe has a product that allows you to edit your site.
Updating your website should be as simple as writing an email. And, it can be. Insist that you add a content management system to your site and it will lessen your dependence on your web developer (allowing them to work on the more complex programming issues that they prefer to do, anyway.)
Competition among professional service firms
posted by Andrea on 6/2/2011 in NewsRecently I realized that one of my competitors had "shopped" me and employed others to gain competitive information about my business. This same competitor and I used to be friends. However, about the time I started my firm, instead of a friendly and collaborative "coopetition," the relationship was completely severed. Is this inevitable in a competitive business situation?
I don't think so. I believe that the truly "great" firms, the so-called "giants" in their industries are strengthened by competition and possess a mutual respect and appreciation for the competitions' strengths and value. They understand that there is rarely just one firm in a niche. I also believe that the hallmark of a respected leader is to rise above pettiness and find a way to create a positive, win-win relationship.
As a software salesperson at IBM, I frequently navigated the competitive waters of hardware reps unhappy that the IBM database software I sold sat on a Sun server. I also understood when the RS6000 server reps created relationships with the Oracle reps. Yet, at the end of the day, we understood that ethics, integrity, and professionalism were more important than the "brand" of the day.
When I started my marketing firm, several people, including some "competitors" were gracious and helpful. Some of them even referred me work! I will always be grateful and will go out of my way to assist them anytime. In fact, I have even referred some of them work! Long-term relationships are built on mutual respect and coopetition. I look forward to the future of collaboration with people I respect!
Why should you use a marketing firm or advertising agency?
posted by Andrea on 6/1/2011 in NewsMost business owners and professionals are savvy enough to understand the importance of having a website, direct mail campaign (postcards) or a brochure. With the proliferation of online marketing firms, it can be tempting to buy your website, brochure or postcard quickly and without marketing strategy or marketing planning. It is a good feeling to take charge and quickly solve those pesky or overwhelming marketing problems. However, I urge you to consider hiring a firm, if only just to develop a core strategy.
Not starting out with a marketing strategy and instead starting with marketing tools, like collateral, websites, or postcards, wastes your time and money. It is akin to going to the grocery store when you are hungry, buying everything that looks good to you, taking it home and trying to cook several nutritious tasty meals from your chosen ingredients of vanilla ice cream, bread, chicken fingers, and olives.
By giving into the temptation of putting up a website via a template or developing a brochure from an online source, you are missing the most important steps. These steps are:
• Deciding your buyer profiles and determining how your buyers communicate and buy.
• Determining who you are (branding.)
• Setting marketing goals.
• And, then setting a communication, visual, and tactical strategy to connect with your potential clients and move them in the direction of buying your services or products.
Without this critical strategic marketing planning, you may as well mail all of your potential clients $5-100 dollars (the amount that your collateral, website, and search engine optimization will cost) and never follow up.
There is definitely a place for online marketing firms that provide tools only. You want a brochure, you got it. You want a logo, you got it. But, unless you have the right marketing message for the targeted audience and deliver it in a way they understand and appreciate, you may regret the speed and ease at which you decide to "solve" your marketing problems.
The top five techniques and tools for website promotion and website marketing
posted by Andrea on 5/29/2011 in NewsSearch Optimization is a moving but important target for website marketing, website promotion and to increase web traffic, yet quality of content is more important than SEO for SEO's sake.
Search Engine Optimization (SEO) (or search optimization or web site marketing) is the most important aspect of website design and development IF you are relying on search optimization to provide you with leads and customers. Yet, SEO remains an elusive goal. Ideally, SEO will position your business on page one of Google, Yahoo, and MSN as people search the key word that relates to your business. Ideally, this optimization will be of little or no cost to you. The ideal is a good goal but it's better to shoot for the "best possible ranking."
Although Google is very egalitarian, there is still a benefit to those who pay SEO companies to increase web traffic by enhancing links, focusing on key words, blogging, creating PPC campaigns, and writing keyword rich content. There are a number of ways to enhance your ranking but it's no mystery (if you are prepared to read many books and web articles.)
The best way to increase web traffic via website marketing is to touch your website (i.e. update its content) regularly. Whether you tackle website promotion by writing a blog or update content regularly with a content management program, do update your website with relevant content routinely and regularly. This practice will not only increase web traffic but also allow for search optimization and website promotion.
Second, do a keyword search assessment or hire someone to do a keyword search assessment in order to generate meta source code and keyword rich content. When people search key words, your website will appear.
Third, for relevant website marketing, to increase web traffic, and for search optimization, build links with companies that are complementary to yours.
Fourth, for search optimization pay attention to your H1, H2, H3, H4 title tags. Ensure they are keyword rich so when people search keyword your website appears.
Fifth, register your site with all of the major engines to ensure you are "listed." This technique is an often overlooked but critical part of website promotion and website marketing.
Those five steps alone will increase web traffic and raise your rankings above your competitors. For search optimization and to increase web traffic, completing these five steps will help. If we can be of service, let us know.
eMarketing: What is it and how will it affect my business?
posted by Andrea on 5/28/2011 in NewsBlogging, RSS Feeds, search engine optimization, and website analytics. What are they? And how do they affect you and your professional service firm? The following is the first in a three-part series about eMarketing. The first article will discuss websites, blogging, search engine optimization and the internet in general. Future articles will discuss email marketing, social networking, and other tools. Let’s get started.
Recently, one of my clients told me that he wasn’t convinced that his website and certainly any other eMarketing tools were important to his engineering firm. He did not believe in their value, had spent thousands over the years on the website, and he certainly wasn’t going to invest one more dollar on refreshing them. His point was that because the construction business is so collaborative and relationship-oriented, the website seems like a “nice to have.”
While I can sympathize with his frustration, I don’t agree with him. The present and the future focus of communications will be electronic. Do you want proof? The postal service is considering dropping service to five days per week. Newspapers around the country are bankrupt or changing their delivery formats. More and more news, music, mail, and marketing are being delivered electronically. That said, not every electronic media innovation may be for you or your firm but a website that is strategically designed and updated regularly is essential. In fact, most people do not realize how important their website is because they never get their web traffic reports. They do not realize how many people are going to their website to review their projects and services before they pick up the phone to make the call and inquire about their services. As a former director of marketing for several architecture firms, we often made decisions about which engineers to select for teams based on our knowledge COMBINED with the projects we found on the various engineers’ websites. The developers that contacted us mentioned that they had found us or qualified us based on our website projects. So those firms that have dated websites are doing themselves a disservice.
There are three key reasons (from a marketing perspective) in a business to business setting that people use the internet. Those are to research, search and buy. For many professional service firms, especially those that serve exclusively other businesses, the research aspect is more important than the “search” or “buy” aspects. No electronic media will ever replace the value of personal relationships and networking. However, the website significantly augments those efforts. For example, suppose you have spent hours, weeks, or months on business development. When the time comes, you want to know that when they visit your website or forward it to a colleague, it accurately represents your firm and persuasively communicates the reason they should hire you. Clients and potential clients do their “research” by visiting your website.
The “search” aspect of the internet is important to firms (especially consumer-oriented) where their prospective clients don’t know their web address. They just want to find an excellent attorney/accountant/dog sitter, etc. If you are a consumer-oriented firm, or you don’t have a significant business development effort, search engine optimization (SEO) is a must. In short, SEO is the group of techniques that are used to promote and rank your site with the search engines (like Google, Yahoo, MSN, Ask!) So, when someone searches for “structural engineer Tucson,” if you are search engine optimized, you will be pulled up on the first page or two on the search engine on which you are optimized.
So what should you do?
· Take a look at your website (you’d be amazed how many people never look at their sites!)
· Visit your competitor’s websites.
· Then, decide your goals for the website. Is it to persuade people to call you for more information? Is it to answer clients’ easy questions? Is it to gather resumes? Is it to proactively or reactively market your firm? Do you want a place to communicate with clients online?
· Objectively ask yourself if your website meets your goals. Does it have the functionality you want? Is the content compelling, accurate, and current? Does it reflect your company’s culture?
· Next, ask your IT person or whoever hosts your site to provide web traffic reports. Those reports will provide information like how many people visit your site, where they are visiting from, the pages they viewed and how long they stayed on the site.
· If you decide you need a refresh, talk to a professional (not a friend’s kid who just graduated from college) about your goals for the website. Make sure the person you hire understands not only web development or design but also marketing and how the website fits into your overall marketing message and plan. Investigate search engine optimization (the various techniques that are used to ensure your website is found on the web,) key words (words people use to find you on the web, if they don’t already have your web address), and the impact of various decisions on your overall goals. (e.g. if you are interested in search engines finding you, don’t develop your site in flash.)
The word blog is short for “web log.” It is a way for you to update your website, add some dialogue and engage in conversation with your website viewers. Blogging has become extremely important in the world of politics, journalism and search engine optimization. Because blogging is almost instantaneous publishing to the world, in any industry where information is critical, and speed matters blogging can move opinion and seed more traditional journalistic publications. For search engine optimization, when websites are updated frequently, they are more likely to get higher page rankings, meaning they are more likely to be optimized. The most common arena for blogs to be indexed is the website: www.technorati.com. It is the “Google” of blogs. If you want to find the latest information, and you have found a blog that you really like, you can register for a Real Simple Syndication (RSS) Feed. A RSS Feed is essentially a subscription to the blog. When new updates are posted, you either receive the post or a notice that a new post is available for you to read.
The last part of the website information you should be aware is the importance of website analytics. Every marketer needs to have an understanding of where your web traffic comes from, who visits, when they visit, where they spend most of their time, and how they found you (i.e. which search engine, directly typing in your address, etc.) Every good marketer should request web analytic reports, understand them, and use the information to improve the website.
All of the previous concepts, the website, analytics, blogging, SEO are all related to people finding you. Next article we will discuss you driving people to you as we discuss email marketing.
Authentic Marketing
posted by Andrea on 5/27/2011 in NewsI have been marketing or selling for over 20 years. I now own a marketing firm that provides marketing strategy and tools to all types of businesses. I am working extensively with some of the "new" (I know, not new to everyone) tools like search engine optimization, social networking, blogging, websites, email marketing, etc.
What keeps coming to mind is that THE most important aspect of marketing is the importance of authenticity. It is easy to shift your focus from the customer to the new techniques. It can be somewhat addictive to learn about and then focus on tools and techniques that will drive website traffic or increase your links or create a "buzz" or go "viral."
Yet through my years of selling, whether it is face to face sales, online marketing, or advertising, the most important strategy is that of authenticity. It is so critical to crystallize who you are, who your client is, and then, deliver a message that compels or persuades the client to act.
Yes, it is tempting to stand up in meetings and talk about SEO and blogging and other terms that non-technical people find "scary." And, it is important to understand those tools but the fundamentals; strategy, measurement, creativity, and authenticity are still the most critical aspects of marketing today.
Preparing Your Construction Company To Win In A Qualification-Based Selection Process
posted by Andrea on 5/26/2011 in NewsThe trend challenging a number of construction companies is the recent shift by many municipalities to qualification-based selection processes. Great estimators and/or bidders have been the key to success for many companies. However, the rules are changing. There is little estimating and/or bidding that is required before the project is landed. Now, marketing, qualification-based document preparation (proposals) and presentation skills are the keys to winning construction manager at risk (CMAR) work.
Marketing: Marketing is a huge umbrella that incorporates many things. Strategy and planning is critical, competitive intelligence, business development, as well as advertising, an effective web presence, and other marketing tools should be implemented to raise the profile of your company in the selection process. For example, if the selection committee wants to know more about your company, it is critical that you have a website that they can visit. It is important to have met the representatives of the municipality. Knowing your competitions strengths and weaknesses is critical in the preparation of the CMAR proposal. Immediate steps for your company to take:
• Create a plan to prepare and execute qualification-based work. Decide what types of projects you would like to pursue, the public entities for which you want to work, what your company’s “differentiator” and who your likely competitors will be. Completing a SWOT (strengths, weaknesses, opportunities, threats) analysis is a good idea.
• Create or “tune-up” your website.
• Meet the municipal representatives that handle the selection process (this varies from city to city.)
• Ask to see the proposals or marketing materials of your competitors that have been submitted to the municipality. (These are publicly available documents.)
• Comb the Capital Improvement Plans (CIP) for the public entities you want to pursue.
Proposals: After you have laid the groundwork with marketing, the next important step is putting together a comprehensive, responsive, persuasive, and visually-appealing proposal document. Although every proposal should be customized, advance preparation of a company biography, resumes of the key project members, project sheets, descriptions of cost and quality control will help to prepare for the proposals. Important steps for your company to take include:
• Prepare resumes
• Prepare a company description
• Prepare project sheets including project descriptions, photos of the projects, dates of completion, approximate construction value, client reference, and key team members.
• Prepare a description of the quality control measures your company uses.
• Prepare a description of the cost control steps your company takes to keep a project on budget.
Presentations: If your company is selected for the “short list” to be interviewed for the project, it is important to have a team that can effectively and persuasively speak in front of an audience. If you do not have people naturally gifted at this skill, hiring a presentation coach makes sense. High Impact Communications is a good resource for this specialized skill.
The proposal-based process can be very costly. Results are directly correlated with the level of effort applied to the preparation and execution of your plan to win work in the qualification-based selection process.
The Adoption Curve and eMarketing
posted by Andrea on 5/25/2011 in NewseMarketing is a broad term that refers to any type of marketing that has a primarily electronic or internet-focus for delivery or content. Included in eMarketing is websites, email marketing, search engine optimization, social networking, blogging, pay per click advertising, banner ads, podcasts, and other ways to reach your audience on-line. But, why should you care?
Why should you care? New technology tools are adopted in the stages as laid out by Geoffrey Moore in "Crossing the Chasm", going from innovators to early adopters to early majority to late majority and, then, finally to laggards. Early adopters get the most benefit from applying the tools correctly, learning the ins and outs of the tools, and then, capitalizing on their early adopter status. For example, many people were impressed if you had a website in the early-mid 90's. The early websites were able to capture new markets, appeal to new types of buyers, and the brand was perceived as fresh and modern. Now, if you don't have a website, you are considered archaic and, hopelessly, anachronistic.
The same is true for social networking, blogging, and other eMarketing tools now. The most benefit will go to the early adopters. The early adopters must have patience and be willing to stub their toe on a few of the technologies that may not survive but there is a huge opportunity for the early and the brave.
The most important thing to remember about eMarketing is that the sames rules of classic marketing apply, know your customer, deliver a message that will inspire them to act, and be consistent. Demand a return on your marketing investment. Any eMarketing tool can be either terrific or disastrous depending upon the results you receive that correlate directly to your business goals.
The More You Know...
posted by Andrea on 5/16/2011 in NewsAndrea Norman, MBA, will be speaking at the Arizona Department of Transportation Preparing to Prime Training series on Wednesday, May 18, 2011. The training will cover an important part of construction marketing…how to prepare for the interview after your response to the Request for Proposal (RFP) is “shortlisted.” Understanding how to build trust and rapport, extend the themes and key success factors established in the proposal, and, ultimately, win the job will be the topics addressed. The training will have a lecture and “hands on” component to ensure that participants leave the training equipped to win their next interview.
Identity Secrets: Inside Two Local Rebrands
posted by Andrea on 5/12/2011 in NewsDone right, a strong brand resonates with its target audiences and draws people to a company. And, as most companies discover, over time, brands evolve. Two local marketing firms recently announced new brands.
Rebranding. An overview - Part 1
posted by Andrea on 5/06/2011 in NewsAfter three years of investing in our brand, Mind the Gap Marketing Solutions, we decided to make a strategic change in our branding, in other words, our logo, message, and "graphic look" of the company. We also wanted to further clarify our market position and the experience our clients would have when they worked with Mind the Gap.
What we didn't anticipate was that we would also be changing our name. While working with a client, we discovered that another web company who had used the name Mind the Gap prior to us had just received their trademark from the U.S. Patent and Trademark office. While we didn't receive a "cease and desist" order for using the name Mind the Gap, we knew that we were at risk.
We took an entire weekend checking every word we could possibly imagine against Go Daddy, the uspto.gov, and google. It's amazing how many words have been used in conjunction with marketing firms. Finally, we decided to combine words in order to derive our own name that incorporated the words that reflected our culture…who we are and who we intend to be.
We knew that our culture included: Innovation, Integrity, Vision, Spirit, Friendliness, and Quality
So, when we started working with the different words, we finally created a list of finalists. I then, ran these finalists by my attorney, Connie Mableson, who specializes in intellectual property. She gave me a great overview and assessment as to which words were the most likely to receive a trademark and avoid legal challenge.
Once I had it reduced to the last two-three names, I assembled an informal focus group who gave me their opinions. The final results: INNOVIA Integrated Marketing Solutions.
Inspired
posted by Andrea on 4/20/2011 in NewsWhen Mind the Gap was started, what inspired us was the idea of ethical work practices, high quality deliverables, and creating a great place to work. After three years in business and working with a variety of types of companies, we have further refined our inspiration. We are still inspired by:
• Integrity
• Exceptional quality
• Nice, friendly people who collaborate…the Mind the Gap team
After working with small companies, large companies, and individuals, business to business and business to consumer projects, nearly 600 projects and more than 200 clients, we have further refined our inspiration. We are inspired by these critical components:
• Complete solutions that include an overall strategy to move business forward
• A combination of traditional and internet marketing
• High quality content that is persuasive and technically proficient
• Measurable results based on real business metrics
As we launch our new branding…INNOVIA Integrated Marketing Solutions…look for our new approach to marketing…an inspired, complete solution to help you grow your business and communicate effectively.
Proposal writing and preparing a response to a request for proposal
posted by Andrea on 9/17/2010 in Proposal WritingThere are a number of complexities related to responding to a request for proposal. The exercise is a combination of art and science. Understanding the requirements and combining those details with the need to be both persuasive and technically specific is a challenge.
That is why the planning process associated with an RFP is so important. The process of creating a proposal template or a sample proposal, identifying the key win factors, and writing a RFP that is responsive and persuasive is a critical and integrated approach that wins RFPs.
Most people think RFPs or responses to requests for proposal are difficult and a pain. But, I think they are a perfect exercise in marketing strategy and tactics in one project. There is no other opportunity to strategize, execute, and win in a short period of time like responding to a request for proposal.
Between stellar and crisp graphics, persuasive and compelling content, and quality production, responding to an RFP is a terrific way to win business in short order.
Call us if we can help!
- Steve Byrne
Sundt Construction
"Thanks! Our proposal was one of the best, if not the best of the 21 proposals received." - Rob Anderson, Vice President
RDC Construction
"Very knowledgeable. Willing to be a leader. Experts in CMAR-type projects." - Teri Davis, Owner
Sierra Signs
"Attention to detail & customer service was awesome." - Bob Kline, CEO
RW Kline Companies
Arrowhead Engineering
"Fresh conceptual thoughts and direction. Very professional and creative. Puts 200 percent into their work and it shows." - Teri Davis, Owner
Sierra Signs
"You both have been a great support team for both Sierra and Skyline. We could not have done this project without you! I cannot thank you both enough for all of the time, effort and patience you have put into this project. On behalf of Scott, Russell and I thank you from the bottom of our hearts. You are an awesome team!" - Melinda Hinkson
Director, Marketing
Sigma Contracting
"They are an insightful and knowledgeable resource, providing expert guidance on a wide variety of communications, whether web or email info, writing or design styles or full proposals on a deadline. We highly recommend them."
