SMB Marketing Blog | Lady In Red

December 5, 2012

Why Internet Marketing kicks B2B’s butt – WIIFM!

I’ve spent some time ruminating about this question – why does it happen…

Scenario A) A company has a great product, a large marketing budget, hires salespeople or distributors, but come up woefully short on sales year to year.

Scenario B) Some upstart company (usually using a substandard website from a single home computer), has an average product, a few hundred dollars of marketing, no salespeople, and drives sales day in, day out.

What is the difference?

WIIFM!

For those of you who don’t know what that acronym stands for – Whats in it for me?

Internet marketing folks know –

They have a short window of opportunity to hit their target in the gut (one click and you’re history).
They know they need a robust database (capture data at every point in the conversation).
They offer something of value (usually at a deep discount to capture contact information).
They need to groom their prospects into customers (usually through systematic drip marketing).
They rarely talk about how great their company is (they let other people do it for them).
They don’t make a big deal about themselves (they know how to be seen without being obvious).
The talk to the customer about their needs and wants (because they know their customer better than they know themselves).
They put the customer behind the wheel (creating ownership and letting the customer solve their own problems, with their help, of course).
They sell the sizzle of the product (not the steak)
They SOLVE a customer problem (often one they don’t know they have)…

Bottom line, they know their customer inside and out, and solve a problem as a partner, friend or trusted adviser.

There is a factor that B2B marketing managers overlook. B2B marketing spends thousands of dollars convincing their prospects about how knowledgeable they are. They “position” themselves as the best solution to the problem. Rarely do they know what the problem is, just they are the right solution. They SELL, not tell.

Now take a look at your marketing message – how often do you refer to yourself, and how often do you refer to your customer? Where does the customer see themselves in your marketing message? Because if they don’t see themselves as a part of the dialog, the chances of you converting the sale is unlikely.

Let me know what you think – how are you marketing yourself?

Betting on Bigger Sales –
Your Marketing Maven, Christine

August 23, 2012August 23, 2012

Failure is an exhausting habit

Have you ever spent time ruminating about your mistakes? Focusing on how you messed up, or worse, lost something near and dear because a personal mistake? The moment is past, but you are still jailer, judge and jury. You mete out punishment daily, and fully expect the world to offer the same.

Inviting failure back to live in your mental space daily is a habit. Good news! Habits were made to be broken. They are just a familiar reaction.

The question is…Do you want to live in failure forever? I’m quite sure the answer in a resounding NO!

I know the old adage, you can’t grow unless you failed a few time. Well I’m thinking that is totally bogus.

How about a new plan…

Avoid planning for failure:

1) Forget the past – it’s over.

Sure you’ve had your share of setbacks if you’re an adult. Don’t get stuck in that brainworm, endless loop place of instant replay. You know where you keep replaying the mistake and looking for ways to repeat it. Human’s make mistakes – release your need for making it right. Your brain is great at trying to solve complex problems. Failure isn’t complex – it’s simple and it’s over – let it go.

2) Know your path.

This is big – when you’ve decided on a plan. You will find it is so much easier to walk on the correct path. You will know where you want to end up. Then when you sense you’re off the path you will quickly loop back and get right back on the journey. Success feels right, fear and failure produce the opposite feelings. Big news – people have a limited lifespan. Do what makes sense to fulfill your destiny here and now.

3) Is this your mistake or someone else?

This is going to seem strange. Maybe the mistake isn’t really a mistake. Sure there are some biggies that people warn you about. Youth is famous for “doing it my way” thinking. Then something clicks later on in their lives. Maybe I should have listened to my parents, teachers, etc. I firmly believe you should try to follow the golden rule. Still in the end are you living your mission? I have found that many times a mistake is really another person’s disappointment you didn’t fit into their image or plan. You will still have to look yourself in the mirror everyday.

You shouldn’t go out of your way to lie, cheat, or steal from other people. The bottom line – you need to live your own personal mission. Be true to yourself, and most of all forgive your past mistakes. Seems pretty simple right?

February 12, 2012

Houston we have a problem… but I can tell you how to fix it

Happy Sunday readers,

I’ve been thinking about Apollo 13 recently. Rent the movie for the complete story. Here’s the synopsis: Three astronauts traveling to the moon have a series of problems while on a space mission. They had to use their wits, and through the power of logic, come up with some creative solutions quick.

Recently I’ve been counseling someone with a “big problem.” Everyone usually has several problems which they encounter daily, but there is one (or several) with a lot of juice. Something that stops them in their track, and keep them up at night. I like to think of them as Apollo 13 problems. Most of them are related to money, health or relationships.

This individual was frozen by one of the big three problems, and he couldn’t see any solutions. He had tried “everything” to fix his problem. I asked him if he’s tried “everything” which he sheepishly said not everything, but it sure felt that way. I pointed out if Edison failed 10,000 times to create the lightbulb do you think he tried the same solution 9,999 times and succeeded the last time? Not likely!

So my suggestion – write down three new solution to this Apollo 13 problem everyday for two weeks. That would offer him 24 new solutions. Do it for a month and you would have 90 options.

Now I warned him – don’t filter the suggestions your brain comes up with. Some of your suggestions are crazy, even illegal, but several of them will turn out to be really creative. All he needed was one or two great solutions and he was set.

Once he had his list I wanted him to check each solution on a scale of 1-10. One for minimum effort, ten for maximum effort. Finally I wanted him to rate his enthusiasm for each solution on the scale of 1-10. He finally began to see several solutions naturally rise to the top.

You might ask – why would I want him to rate effort and enthusiasm? Enthusiasm will carry people over the hump of effort, but they might give up if the effort is too difficult when enthusiasm is so low.

In the case of the client he wanted to fix a money problem. I had him do my Apollo 13 exercise – what he realized was astonishing. He saw in black and white that his usual solution wouldn’t get different results, but adding a list of new potential ideas he had new possibilities. He began to feel hopeful he could get new results.

So what are your mission critical problems? Start with a piece of paper and begin brainstorming to get some new ideas.

I don’t want to give away the story, but in the end everything worked out.

Have a great week from your Mompreneur

Christine

I would love to reach more people – Like us on Facebook or subscribe to the blog

P.S. – RIP Whitney Houston…may you sing on forever.

May 4, 2011

Stop Fishing for Prospects

Today’s post is about fishing

Here’s a story. My grandfather would drag me every summer to a lake in Minnesota. It was the most GOD-AWFUL experience for a teenage girl. He would take out the boat early in the morning. Every once in a while he would grunt and stop the boat. Hour after hour we would circle the open waters looking for mudflats. To my casual observation it was hellish – looking back on it – it was brilliant.

Rather than wasting a whole bucket of minnows or worms on worthless feeder fish he was looking for the elusive Walleye – the prized fish from that lake.

So you might be wondering why I’m talking about fishing…

Well – it’s because most people who are struggling with business are fishing in the wrong place.

Struggling business owners spend all of their valuable time fishing for customers in the wrong places. They use their best bait trying to land any kind of customer. Then they focus all their attention to get any prospects into their boat. At the end of the day the results are disappointing.

All the while they ignore the big fish swimming close by. Sooner or later the average fisherman gives up, and takes up golf.

This is my formula to become a better fisherman…

1) Know your fish

Where does your fish hang out? Are they local clients hanging out at Chamber events? Are they businesses on the internet? Does your business cater to a specific type of business customer, or a consumer.

2) Plan your fishing trip, and be patient

Find out information about the lake. Don’t throw all your bait (advertising and networking) away at the beginning of the fishing trip. Put out a feeler line in a spot. When you get a bite, plan to fish in that same spot until the fish move somewhere else.

3) Bring enough resources

Fisherman are very resourceful. They bring enough resources to stay out on a lake all day long. Translated, don’t go out on the lake of business unless you can wait out finding the big fish. Better to wait until you have the resources, than take short trips back and forth to shore. You’ll have a better chance finding the real fishing spots, not just the obvious shore fish.

4) Become a better fisherman

Fishing is about patience – I’ve found that many business owners suffer from impatience. They think every fish swimming by will be so enamored with their bait fishing will be easy. They don’t realize how picky fish are. You’re target market is looking at bait from a lot of lures. When you know what tickles your target market’s fancy your bait will be the most attractive. The only way that happens – know your fish

Are you still struggling planning with your fishing trips?

Last piece of advice don’t assume it’s the equipment. Smart fisherman won’t buy a bigger boat, or a better lure. Translated to business – Smart marketing doesn’t need a bigger website, or brand advertising. Targeted direct marketing maybe the bait you need to find your prize fish.

As my grandfather always said – you won’t get more fish with a bigger boat, but you will feed your family with patience.

So today’s question to ask yourself – are you fishing in the right pond (location) for the right fish (customer) with right bait (marketing/advertising/sales process)?

Shameless plug – if you aren’t sure you’re reaching the right clients contact a marketing professional (such as Lady In Red Marketing) for a second opinion. Better to work with a professional fisherman than starve.

Until next time – live with passion and market well

Christine Cavaliero
Owner – Lady In Red Marketing

Lady In Red Marketing is your virtual marketing partner helping you maximize your business results – Like us on Facebook. BestSEOinTown helps you reach your internet customers with social, mobile and internet marketing.

May 2, 2011May 2, 2011

Gas Prices & Your Business

Hey readers,

I was going to go off on the price of gas, but what is it going to solve? I don’t have any pressure on the oil company, except to drive less. Or create a business where I don’t need to commute 30+ miles to earn a living.

So I’m going to change gears – let’s focus on a positive thing – creating a business that you can manage from your home. If you work from home you don’t need to spend hundreds of dollars every month on gas – Take that Oil Barron!

How much money do you need each and every month. How would a few thousand dollars a month to change your life?

I love Internet & Information marketing because it’s so powerful. Anyone who knows me personally will tell you I’m an information junkie. The Internet has proven to be the best thing in my life. I have to say working in the Internet world is wonderful. You can set your own hours, and really manage your own lifestyle.

But… You do have to work!

One of the biggest problems I’ve seen happen time and time again. People assume the Internet is a set and forget type of business. That’s 100% wrong. To be successful you need to work at your business every single day. Especially in the beginning of a business. It takes time and effort whether that’s writing a blog post, promoting your name on a social network, or taking a course about Internet promotion. That’s the job description of Internet marketing, love working on the net, it doesn’t happen 9-5, Monday through Friday, 50 weeks a year.

Stop waiting for the perfect solution, and pick something you can excel at. I have several mentors in the internet universe. The common theme they say is “follow your passion.” Become the voice of the crowd who loves dogs, support green energy, is an expert in baking, or any other niche markets. Believe me there are millions of niches in the world. Follow your passion and you will love what you do for a living.

There are basic marketing rules you need to follow. Such as knowing your customer, writing compelling copy, having a system to follow-up with prospects.

My current projects are helping two people follow their passion on the web – classic cars, and bridal floral arrangements.

Another thing that I believe in is the “Law of Attraction” – Ask, Believe, (ACT), Receive. Did you notice that ACT is bold and in red? That’s because it’s the key component to moving the universe. You have to act to get results.

So today – decide what your passion is. What would you do for a living (even if you didn’t get paid)? Write down a list, but I guess you already know what you’re passion is. You think about it, you read information about it, and have friends who enjoy the same thing.

I’m working on a passion project of my own – the Mom-Entrepreneur project. This is something which I hope will help women know their value and translate it into net worth.

So off to writing some compelling copy.

Until we talk again…Live passionately and market well.

Christine

As always I appreciate people who follow me on Twitter, Facebook or LinkedIn

March 30, 2011

Spiritual Marketing Thought

Today’s thought – Stop being a victim and choose to be the victor.

Let your life become a testimony to what you have to offer to people. You will succeed when your personal mission, and your passions line up. Give 100% of yourself to the mission of your life. People will respond.

Go deep and become a master of your own destiny.

You will know that you’ve reached your mission when you wake up in the morning and say – YES! You have a gut feeling you’re on the right path. You know what you have to offer is great. Because you’re offering a piece of yourself to everyone you meet.

Why settle for others dreams and destiny? They may be an influential person in your life, but they are not you. They can’t understand your mind, your dreams and your destiny. The greatest disservice a person can do is design your life for you. Only a fool gives their personal power to others to find safety, comfort and approval.

The sad truth – there is so much more you can do and be in life. You might only currently have 5% of what is rightfully yours. The other 95% is waiting for you to claim it. It won’t come knocking on your door – you need to go and find it.

How does this relate to a business?

People who deliver a value to others will be rewarded by success. This is why it is important to love what you do. If you are mediocre, or don’t have a passion it shows. You will offer a substandard product or service.

Your customers will know – they will buy from you once, but never twice.

The smartest business person in the world loves negative feedback. Without it you don’t know what to fix.

Love your business – your customers will reward you with money.

For my friends – Live with passion, and deliver great service.

Christine

Become a fan on Facebook – http://www.facebook.com/ladyinredmarketing

February 24, 2011February 25, 2011

Lady In Red Marketing – Social Marketing for Small Business

My thoughts center around measurement today.

I know we’ve all had a long, cold (and here in Connecticut) snowy winter. How much snow? By most people’s estimation – too much, but by skiers estimation not enough… At my house we’ve had about 95 inches of the white stuff. Which equal the following metrics. I measure it by paying for 8 driveway plows, but my daughter’s summer vacation is a little shorter this year. They added another week in June to make up the 5 snow days. My point? Everyone measures things differently despite the face we’re still measuring the same thing…results from snow.

When a prospective client contacts me the first order of business is knowing what results they want their marketing to accomplish. Visibility, sales, email sign ups, SEO, traffic, social dialog… the sky is the limit. As a former boss and mentor said – you can’t manage what you don’t measure. You need a goal to shoot for to create a good marketing campaign. What do you want to measure with your social marketing initiative?

The newest changes to FB fan page administration give us more robust marketing data. We can see when people are reading posts, or liking our FB page. (PS – that’s a hint – visit my facebook page and click the like button). When you need to get interaction – ask a question. How about posting some pictures or a video. Use your voice, and make a big noise on the web.

Still small business have a little (or big) of fear of the web. For example, a small business owner is already overwhelmed by the day-to-day operations. On social networks the discussion is more frequent, but less sales oriented. Adding a marketing tactic where they need to manage frequent interaction is not in the cards. Get in the social game, and start to share some knowledge.

Don’t shy away from using the tools. Hiring a social marketing consultant to manage some details may be warranted. Either way plan accordingly – you need to keep up your social discussion thread. Bottom line – Get a group of loyal followers who want what you offer – and talk to them often.

While I can’t promise specific results I’ve seen business owners double website/social traffic results in only 90 days from a robust social marketing program. Let’s chat if you’re interested in hearing about driving traffic to your small business by website, social or mobile marketing. Our services work for clients who want to dominate their local marketplace with underground business marketing.

Here’s to a successful week – market well!

Christine

According to a Huffington Post 70% of small business owners have a FB page – read the article.

January 21, 2011January 22, 2011

Bailey’s Blog – Are you a SP?

Want to know what makes successful internet entrepreneurs…well, successful? Without paraphrasing or stealing other writers thunder I’ve come to realize a few things.

Successful people (SP’s) know what they want to accomplish. Not a new concept, Dr. Stephen Covey talked about this idea in “7 Habits of Highly Effective People.” Yet most people don’t know how to accomplish a mission. For example, they might say “I want to earn a million dollars!” Really how is that going to happen…wishing, magic, lottery, or the money tree in your back yard?

SP’s know today we are interconnected. SP’s know they must protect their time, but also participate as a “value add” person within the society at large. SP’s don’t waste time and energy on the latest business fad. Smart entrepreneurs are not people who follow the crowd. They are also experts at delegating tasks.

Last, SP’s are really good at saying NO to activities that won’t add value to their life.

Which got me thinking about my life. I realized I wasn’t acting like a SP.

My past motto – “live by the seat of my pants type of gal” (thank you Pretty Woman). I love that creative crazy energy, but frankly it was so exhausting. I was drawn to “start-up” companies.

Then I picked customers who rarely had a goal, game plan, and cash flow was always in flux. Plus, the owners were usually terrible at delegating and sharing information. It was a recipe for disaster, and I suffered some miserable failures.

So my new year’s resolutions was FOCUS. Each and every day I know what I want to accomplish. My other goal is protect my time and energy.

Last I realized that hoping is not a mission statement, and doing to the same as everyone else is not a strategy.

Successful people developed an approach which serves as a road map for everyone to follow. They have a major network of people, and they stay in touch with them. Successful people prepare thoroughly, and focus attention on profitable business activities.

Last thought for today…What do you want to accomplish and is your plan in place?

As always please add a comment, friend my fan page on Facebook (the box is on my page), follow me on twitter, but lets become SP’s together.

Christine & Bailey

January 15, 2011January 15, 2011

Is Facebook going under? I think not!

The web has been the place to be seen lately. Take the case of Ted Williams a/k/a “the man with the golden voice”, or the story about the 13th sign of the zodiac. This week the web was all a twitter about the demise of Facebook. Even my mother, a dedicated technophobe, asked about it. Mark Twain once said – “the rumors of my death are greatly exaggerated.” Hmmm, was Mark the original social marketer?

All these stories this week are examples of social marketing in hyper drive. I find it funny how something can catch fire, and go viral on the web, even if the information is unsubstantiated. How can a business owner take two of this week’s social marketing skills to use them in a marketing plan?

#1 – Use social media to share your message. Ted Williams is example of using video marketing. The amateur video was taken from a smart phone and posted on YouTube. The man who had the idea was a reporter, so he knows something about the power of the visual media. Most business owners don’t realize how easy it is to use video, audio and content marketing. The SM lesson – put together a relevant video that shows you & your business, link it back to your site. YouTube is a great place to share your video message.

#2 – Encourage followers to become your sales & marketing team – The rumors of the Facebook demise was a hoax, yet it went into the stratosphere quickly via reposts, tweets and email. People wanted to be the first to share the news. A smaller example of viral internet marketing is posting something a customer might want to share about your business. The SM take away – Use the web to post coupons on social media sites, share special promotions to your email list, or tweets with “insider” deals (like airlines).

This week’s most important point about social marketing…stay in front of your customer as often as you can. A business of any size will benefit from adding a social marketing to their existing website. I promise I’m still going to write a post about using a Social Marketing Virtual Assistant – just thought these two examples were more timely and relevant today.

As always sharing is caring, so share my post with friends.

Christine
Your Social Marketing Queen