What we all need is an integrated approach to marketing our small businesses, one that doesn’t put all the eggs in one basket. It’s time to mix it up a bit with a combination of online and offline initiatives.

Your 30-minute action item is to choose two new activities to add to your current marketing arsenal. Here are a few ideas to get you started:

• Visit a BNI (Business Networking International) meeting, Chamber of Commerce event or even a TweetUp near you. Take along your business cards and make it a goal to meet at least three new people. Repeat regularly.
• Look for an opportunity to speak to groups to share your area of expertise.
• Follow-up with past contacts by phone, notecard, or email. Don’t blast them with a blatant sales message. Think of this as relationship building.
• Create a postcard campaign.
• How about a print newsletter?
• Write a series of five tips that can be sent via autoresponder. Advertise your tips series on your Web site, in your email signature, and on your printed materials. Expect more on this in a future post.
• Record a fresh voicemail message for your company. Make sure to mention where they can find your Web site.
• Have news? Send out a press release. Better yet, incorporate sending regular press releases into your overall marketing communication plan.
• Sign up for Twitter and commit to 15-minutes twice a day to learn to make the most of it.
• Update your Web site, not just once, but regularly. Keep it fresh. Use the language your customers use.
• Start a blog or update your existing blog.
• Create a Facebook Business page.
• Claim or add your business on Yelp, MerchantCircle and other local business directories.

This isn’t an exhaustive list by any means, and now it’s your turn. Please add your tips in the comments, below. Are you practicing integrated marketing?

Small business owners are notoriously busy with the day-to-day aspects of running a business. If social media is just the latest fad, why bother? But, if social media opens a door to new markets, if it presents an authentic way to engage your customer base, and if it can lead to greater profits – that’s something worthy of your time.

Charles Heflin asks on his blog, “How can we produce a positive cash flow by utilizing the seemingly limitless prospect base that is having millions of conversations about millions of things every day?”

Today, he’s opening a discussion on this subject with 10 statements that he’s found to be true during the past two years of testing, observing and implementing social media strategies.

Read more and get involved in the discussion about the ROI of social media.

Image Credit: ba1969 on Stock.xchng

Many, myself included, consider these billboards an eyesore, not because they’re ugly or offensive, but because too many of them block the view of our beautiful countryside.

This isn’t a popular view among the business owners whose signs dot the landscape. Obviously a lot of eyeballs view these billboards and for some businesses this is an effective form of marketing communication.

Still, I wonder if it’s sustainable as we continue to move toward what some are calling a “Relationship Economy.” How many of these pushed marketing messages actually break through the clutter? If you step back and look at the question from your own personal experience, do you purchase the car because it looked great on the billboard or because your online research revealed it was a great performer, with excellent gas mileage, and credible third party reviews?

The billboard, television and magazine ads no doubt drew your attention, but today’s consumer wants and expects to receive more. We actively seek answers before we purchase. We look for real conversation, not just marketing-speak.

“All this ‘social stuff’ represents power to the consumer, the people. The conversations people have amongst their relationships are creating the new economy.” ~ from RSS Applied

Read about the evolution from industrial era corporate communications to today’s social era on the RSS Applied blog.

Now think for a moment … what happens to a home built without benefit of a foundation? What holds it up when the storms come? What keeps it stable when frost heaves the ground? Would it make any sense to carefully erect the walls, add a strong roof, decorate the interior – without first laying the foundation?

Advertising Wasted?

When a small business begins advertising “hit or miss” style, spending money to be sure the graphics and printing look great or the radio ad sounds appealing, but skip the important step of setting a foundation, those carefully constructed marketing pillars have nothing to stand on. It’s like building a house without a foundation.

In this day and age, I believe that foundation is an effective, local search engine optimized web site. Today’s consumer looks first online. We don’t even necessarily need our computers to do so. Mobile search (via cell phone) is growing in popularity. Our new cell phones came with a rebate larger than the price of online services. In effect, they paid us to try “Easy Edge,” which includes local search capabilities.

I don’t advocate putting all your eggs in one basket – totally relying on online marketing to promote your local business. But consider it a foundation to build upon. Have you laid a strong foundation to support your small business marketing efforts?

Photo Credit: nicdafis on Flickr

My first thought was, “Who buys this stuff?” Not the cereal … the deception. Unfortunately, far too many fall for it. Why are consumers so gullible when it comes to food choices? Anybody with half a brain should realize that a cereal listing sugar, modified corn starch, honey, brown sugar syrup, and salt as five of the first seven ingredients probably isn’t REALLY all that healthy for you. It’s candy coated oat bran! How can that give you a good start to your day?

Deceptive marketing focuses on the oat bran and hopes you won’t notice that they’re really selling junk food. It’s big business, raking in huge profits, but those profits come at our expense. As another popular commercial says, “Wake up, people!”

Marketing doesn’t have to be a dirty word

I’m not so naive as to think I could take on General Mills or any other mega corporation. True change never comes from the top down to begin with. It starts as a seed within ourselves. Although I can’t change them, I can “be the change I want to see in the world.” Before putting fingers to the keyboard I can do a reality check, and make sure that the message I’m about to share is more than just factual. Is it true? How will it be perceived by its intended audience?

So, what do you think? Are we all selectively gullible to deceptive marketing messages? What can we do about it?

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The field of medicine has a plethora of specialists, many of whom are very good at what they do. Likewise, the field of small business marketing is filled with an abundance of talented specialists. But in both instances, it’s better to at least begin with a holistic approach.

Just like you wouldn’t visit a brain surgeon for a belly ache, or a psychiatrist for a pain in your big toe, should you base all of your marketing efforts on the advice or your website designer or the ad rep trying to sell you ad space or air time? No, in each case you’d be wiser to engage in some self-education and/or ask the advice of someone you could count on to look at the big picture.

Holistic small business marketing considers the overall business, not just one segment at a time. The web site designer, the copywriter, the account rep for each form of media … these are each specialists with a thorough understanding of their particular segment. But what is effective marketing for YOUR business? What are the most effective avenues to reach YOUR customer?

Holistic small business marketing:

1. starts with a marketing plan,
2. proceeds with a marketing strategy,
3. integrates marketing efforts throughout the company and across multiple forms of media,
4. utilizes marketing consulting, website design, SEO, copywriting, and media specialists as determined by points 1, 2 and 3,
5. returns documented results for your marketing investment.

Begin with a wide focus, one that looks carefully at your overall business goals … just as in the field of medicine, this is the role of the general practitioner. Identify areas of opportunity and areas of weakness, then draft a plan of attack. Even then, don’t just accept whatever you’re told. Do enough research of your own to feel confident that any advice you’re given is taking you down the right track.

Once you know where you’re going, and you know how you’re going to get there … call in the specialists.

Now because you’ve done your homework, you know that website design is not just about an attractive site. You know your website has a job to do and you’ll look for a specialist that can get that job done.

You’ll understand that sending out a postcard to let people know about your business is not enough. Again, the postcard has a job to do … you’ll choose a copywriter who understands how to get the most out of direct mail.

Likewise, you’ll know when and if TV or radio advertising is a good fit for your business. Wouldn’t that be a good thing to know before the media rep tells you how much money you can save with this month’s promotion?

When you take a holistic approach to marketing your small business, you stay in the driver’s seat. It’s more time-intensive at the outset, but saves you time and money in the long run.

The address panel says, “Congratulations, Shari – You’re a preferred quilter!” So far – so good. They got my name right. I’m a wannabe quilter. But who’s sending this to me and what’s the offer?

It’s from a company with a non-descript name and the product it’s touting is “Blank Quilting Fabric.” What?

The other side of the still closed card offers (in big block letters) a FREE TOTE* AND $10.00 in fabric savings inside! Note the asterisk. More on that in a moment.

The photo of the tote looks nice and although I have no idea at this point why I’d want to purchase a Blank anything, I’m really curious as to where this shop is located. After all, I’m a preferred quilter!

So I open the card, find FREE this and SAVE that, accompanied by an abundance of exclamation marks and disclaimers, but where’s the store?

* The “Blank Quilting Tote” is FREE with any Blank purchase to the first 24 visitors to their shop who show this ad (while supplies last).

$10.00 in fabric savings accrues by having seven thimbles punched out of a coupon at a rate of one thimble punch per yard of Blank Quilting fabric.

Wait, there’s the address – in a size 12 font, smack dab in the middle of the coupon for “Bland fabric” that I’m supposed to cut out of the postcard and carry with me to a store that I’ve never heard of, in a city 45 minutes away.

And yes, you read that right … not only was the brand “Blank Quilting,” but the coupon had a typo and it wound up as just “Bland.”

Now maybe I’d better offer my own disclaimer and repeat that I’m unfamiliar with Blank Quilting fabric. Its tagline is “the fabric of inspiration,” and it might be just that. But the image it brings to mind is of a bland, blank canvas. As a wannabe quilter, I want color and texture. Quilting fabric correlates to paint ON a canvas.

Missed Opportunities

To begin with, this was an expensive piece to produce and mail. We’re talking four-color process, digitally imprinted with the store name, recipient name and address. Why spend all that money to send out a card without …

• a real offer?

• a prominent physical address? Better yet, with a tiny map?

• a web site URL?

• a phone number so that I could find out their hours, if I was so inclined?

• telling me, or better yet, showing me what’s so great about Blank Quilting fabrics?

• proofing every single word so that your brand doesn’t show up as “Bland?”

I don’t want to see two photos of the same tote that will only be available to whoever might show up before me … and newsflash … I’m not going to drive 45 minutes to be one of the first 24 people in line for a tote.

What would have hooked this wannabe quilter? Those very same missed opportunities, especially a web site, where I could have had all of my questions answered. I’d have gone to the trouble to look up their web site.

Once there, I’d have signed up for a newsletter, if they had one … maybe one offering tips for the beginning quilter. Tie those tips in with a product that I can order online, and I might just do so. Provide quality content and quality products with good customer service, and the next time I’m in your fair city, I’ll probably pay you a visit.

If this mailing had directed recipients to a specific landing page on that web site, the retailer would be able to track response to the mailing. Each of the next steps could be easily tracked and analyzed and the retailer could adjust his marketing strategy, test new ideas, repeat the profitable ones and discard the rest.

As small business owners, it’s vital to our survival that we make wise use of our marketing dollars.

Webster’s definition is a bit more refined: to make or produce in a way suggestive of spinning (to spin a tale)” and/or “a particular emphasis or slant imparted to information in order to create a desired effect, such as a favorable public image for a politician.”

Of course, being in an election year in the US means we’re bombarded with spin from all sides. Then there’s the daily pharmaceutical spin and the economic crisis spin. Let’s face it … it’s spin overload! Where can you turn for information you can trust?

I’m not the only consumer frustrated by a lack of authenticity in the political landscape and the marketplace. It’s a hot topic right now because we’re all more than a little tired of being lied to. A Google blog search brings back 2,752,935 results on the topic of authenticity.

Although we have little, if any control over the spin coming at us, we do have complete control over what we disseminate.

Valeria at Conversation Agent defines authentic marketing as “the expression of a company culture through marketing communication in human speak. A simple digest of complex information of what the company helps you do that makes it interesting. More storytelling and appreciative inquiry than positioning.” She goes on to translate this idea to authentic internal communications and public relations. It’s an interesting article enhanced by some great comments from her readers.

Our customers are looking for the real deal. We know that people buy from people they trust, so how can we be more authentic in our marketing materials? Again, according to Valeria, “if we approached telling the story of the organization/product/service in an appreciative inquiry format, we would be talking about what it does well. We would then go back and do more of that, making the product even better.”

I like that! Authenticity not only cuts through the clutter, but it helps us create a better product/service for our customers. Imagine what our world could be like if our politicians, pharmaceutical companies, and economic prognosticators stopped the spin cycle and focused on the truth. No, I won’t hold my breath waiting for that to happen, but it does impact how I market my own business and how I approach marketing for my client base. As Mahatma Ghandi said, “You must be the change you want to see in the world.”

Photo Credit: Viewmaker (Creative Commons)

Granted, it’s one of the world’s largest flag poles, standing 338 feet tall. It’s so tall, that it requires a beacon light to warn aircraft of its presence. The 120 x 60-foot US flag at the top is meant as a tribute to veterans, not as a symbol of commerce.

And veterans have noticed. In July 2005, when the huge US flag first unfurled, it was viewed with tears and much pride. Some even said that it put Sheboygan on the map.

Soon our flag will be flying from a new and improved flag pole in the same location. It’s six-feet wide at the base and hollow, with a ladder on the inside and its own HVAC system to prevent moisture build-up.

At first glance, it sounds like a lavish expense, although appreciated by all. But as I read about this project in The Business News, one sentence jumped out at me. In regard to the total cost of the project, Acuity’s Director of Communications Bret Blizzard said, “It is a fraction of one-percent of what our competitors typically spend on advertising, yet 50,000 people a day drive by it and form a positive impression about Acuity, Sheboygan, and Wisconsin, despite the fact that we never intended it to be advertising.”

There’s a lesson here for all of us as small business owners. Advertising and attention are not the same thing. Although we pay for advertising, what we really want and need is attention. How might you generate attention for your business this year? Can your small business serve a need in your community? Can you partner with another small business for the greater good?

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Maximizing Small Business Marketing

Do a little each day so that it doesn’t pile up on you.

Just like you wouldn’t go days between doing dishes, laundry or picking up after yourself, make sure you don’t go days, weeks or months without marketing your business. Tackle a little every day to keep your marketing goals within reach. “Can’t have anyone over” syndrome is the result of letting things go on the homefront. Overwhelm and “can’t seem to attract new business” syndrome is the result of letting your marketing slip from a priority status to a “when I have time” activity.

Efficiency and organization counts.

What’s your plan, your strategy for getting the job done? “Those who fail to plan, plan to fail.” Trite, yes, but also true. Is your calendar up-to-date? Are you capturing tasks on some form of to-do list? Can you find what you need, when you need it?

Every once in awhile it helps to discard outdated ideas to make room for new ones.

You give away or pitch your old clothes when they’re no longer useful to you, right? What about old, rusty, outdated ideas? What self-limiting beliefs are holding you back? Are you locked into a pattern of conventional advertising that doesn’t bring in much business? Are you paying big bucks for a Yellow Book ad, but not quite sure about investing in online advertising? Maybe you think other businesses owners who blog have way more time than you do. Maybe you’re not quite ready to add e-commerce to your site because “it’s so risky to buy over the Internet.” I could go on, but I’m sure you get the idea. We all limit ourselves in one way or another. The trick is taking some time to sort through those old beliefs once in awhile, hold them up to the light and ask if they’re still valid, or if they were ever valid.

Distractions make the job go faster …

… no wait, that one doesn’t fit! (I do most of my household tasks while plugged into my Mp3 player, usually listening to something inspirational or educational.)

On second thought, distractions can foster creativity. Always keep a notebook handy to record those burst of inspiration. For instance, I get some of my best copywriting ideas when I’m out walking my dog. There’s something about watching her romp through the woods that has always put a smile on my face. Next thing you know, the ideas start to flow. Without a notebook, those ideas flit out of my memory just as fast as they entered. Yes, I’m the geek writing furiously in my little hardback pocket notebook, in the middle of the woods.

Procrastination is your worst enemy.

Have a great idea? Get started on it. I suspect that more marketing ideas fail for lack of momentum than for any other reason. I’m not suggesting that you dive in to a risky venture without thorough analysis, but if you’ve been talking about sending out a newsletter for three months and don’t have the first article written, it’s not risk holding you back, but procrastination. (Note to self: get moving on that newsletter!)

Anybody want to build on this idea?

To what would you compare small business marketing? “Marketing is like …. ” Your turn. Please have fun with this and add your thoughts in the comments.

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