We're definitely not in Kansas anymore. It's a social media world out there - so we're told. I'll be skipping my way down the yellow brick road because they promise:
Gotta go post some cool pics.
I've been writing off & on about Pro Bono consulting and the Taproot Foundation. I'm so excited to have been "tapped" for a one day Skills Marathon in early August. Specifically I'll be working with a small team as the Principal Consultant. The organization we'll be working with is BAWSI - Bay Area Women's Sports Initiative. One of their programs, called "BAWSI Girls" is a free, weekly after-school program. Elementary school girls develop self-esteem and good health practices from role models they can admire and emulate - female athletes drawn from Bay Area college, university & high school teams all over the Bay Area. I'm just learning about this great organization - founded and managed by remarkable women. Excited!
Great read! By far I like this one best:
Julius Caesar, Inventor of the Advertorial
"In advertorial, of course, is a published article that appears to be news, but which is secretly intended to promote a product. It's a common way for companies to try to get their message across without being forced to cope with pesky concepts like accuracy and honesty. When Julius Caesar was away in Gaul (now France), his enemies in Rome were busy trashing his reputation. So he invented the advertorial. He started sending Rome reports on his progress, ostensibly to keep people informed, but really to make sure that everyone knew about his victories. When Caesar finally crossing the Rubicon, he had a reputation to "die" for."
Check Out Tiger Team Marketing's latest Blog published in The Patch
Let's say you own a business, and you want to find new ways to increase sales. Do a Google search on ANY topic you care about, and you'll come up with dozens of X-best lists. You can spend hours (days?) looking for information that MAY address your questions. Too much information, not enough help. Starting and growing a business is a huge challenge. From our own experience here's how you can kick start your marketing:
Set aside an hour or two, out a piece of (virtual) paper, and do this:
1. List your business goals. Get specific. What's your revenue goal for this year? Next year? List other goals such as hire new employees, creating work/life balance.
2. Describe your ideal customer. In detail. Why would they care about your products & services? Think about how they might learn about your business: Online, social media, friends, business associates, flyers around town.
3. Create a conversation about your products and services. Imagine you have just one minute to explain it to a prospective customer. Describe it in their "language", why they should care, what makes it unique, how it benefits your customer. Create a "value proposition" that is casual, compelling and exciting.
4. Develop a marketing plan based on what you have outlined above. Make a list: What kind of marketing "content" do you need and where should it be placed? You might print and post flyers, update your web-site, start or re-ignite your blog, use Facebook and other social media for low-cost targeted advertising. Leverage your expertise by writing informative articles for relevant publications. Find ways and places to create offers and incentives for customers to buy. Develop a targeted and consistent reach in on-line communities and physical locations where your target customers congregate.
5. Work your plan. Prioritize, create, and communicate. Get help and coaching from outside experts where you need it. Measure results, make adjustments, and keep working it!
Georganne Benesch is the principal of Tiger Team Marketing, CMO of Centerline Farm and a over zealous Yoga practitioner. With 25+ years in high-tech product marketing, she consults for start-ups, small businesses and technology companies.