Marketing 101

Do you have a marketing plan for your business? Is it a brief paragraph thrown into your overall business plan? Or is it a well-thought-out, strategic document informed by your business plan?

Marketing can make or break a business and a detailed marketing plan is crucial when approaching what can be a high expenditure item in your business' budget.

You hear people say "oh I don't do marketing". Really? Marketing covers everything and anything that promotes your business, be it a website, brochure, event, even your brand. All of these items fall under the marketing umbrella and if you're not marketing your business you're not doing business!

You need to market your business to gain more customers, communicate your products and/or services and, most importantly, grow your business which is what we're all about: building a high growth business, improving performance and increasing profits!

So, what are the elements of a great marketing plan?

Primarily it's, well, a plan! You need to work out where you are, where you want to be and how you're going to get there. However you measure your business growth: bums on seats, eyeballs on screens or dollars in the bank; define the measurable milestones (that relate to your mission and vision, if you have one) that you want to achieve over the next 12 months. These milestones are the foundation of your marketing plan (easy, hey?).

How are you going to get there? Strategy. It can sound complicated but strategy, in a nutshell, really is simply defining how you're going to achieve your aforementioned milestones.

Who are you talking to? Your strategy is based around your target audience (and don't say "everyone"). Your target audience should be clearly defined - who are your most frequent customers and who are your most profitable customers? Often there is a big difference. Your marketing plan is about attracting the right type of customer for your business.

What are you up against? You know who your competitors are! What do you do that's different to them? What makes your customers choose your product or service over theirs? What makes your business unique? Write your answer down, it's your Unique Selling Proposition, a key element of your marketing plan and the message you should be promoting in all your marketing collateral.

Where do your customers find you? Online? Print ads? Networking? Trade shows? PR? Work out your marketing mix to find the most profitable kind of customer for your business, invest percentages of your marketing budget into various channels. What's going to make it easy for your customers to find you?

How much are you willing to spend attracting the right type of customer to your business? Work out how you're going to spend it and where and you have a marketing plan. Don't forget to factor in the services of a consultant if you think you will need one and find the right fit for you and your business.

How will you know if it's working? Those milestones again. Work out when you'll achieve those milestones if your marketing plan is working for you. (And if you find your plan isn't working be prepared to change tack in an informed and strategic way.)

And if you need help, contact me!

Even though I've never met you, I couldn't do it without you

Essential baby

Credit: Tulip Flare photography

This is a (very) personal article I wrote that was published on a Fairfax site today.

Photo credit: Tulip Flare photography

It started with conception, and although we’d never met, three years on I considered this group of amazing, inspiring and beautiful women to be some of my best friends.

In April 2010 I found out I was pregnant. It was a wonderful new adventure most of my friends had never experienced, so, in a new home town and with a background in media, the internet was the natural place for me to turn for support. I joined the forum at essentialbaby.com.au and found the ‘What month are you due’ subforums. There, you can join a group of women who are all expecting around the same time as you; you form a mini community, just made up of women who are experiencing the same things you are.

It was in those ‘What month are you due?’ subforums that I found the group “Due December 1-15”. That group became a source of celebration and laughter, grief and tears as a group of around 20 women came together under the shared auspice of a common due date. Even when one of the girls’ due date was changed to November she asked to be permitted to remain in the group, as we'd already become such good friends. This friendship group wouldn’t have come together under any other circumstances: transcending distance, social and economic conventions, had we met as a group of strangers in real life we would never have hit it off. But freed of the usual expectations of friendship, we didn't have to worry about forgotten birthdays or trying to arrange catch-ups in packed social calendars. Instead, on the internet, we were free to just be, well … us.

From nipples to nappies, pimples to perineums, we shared everything; these women now know me better than many of my “off-line” friends. Just as social media allows young people to share too much of themselves, it allowed us to openly share all of ourselves and our experiences with our new-found friends.

First-timers utilised the wisdom of the old hands who were on their third or fourth child for advice on all things pregnancy-related. Questions about niggling pains and how best to deal with stretch marks were met with sage advice, as were questions about recommended support for our expanding bust lines and concealing baby bumps.

And we weren’t only there for the light stuff, either; changing relationships with partners, threats of job loss and budget worries were all shared. When one of the women in the group tragically lost her child at the end of the first trimester we were all there for her, offering support, sympathetic words, and, in my case, crying silently in my office. Our only method of physical support was to buy bears in the baby’s name from the Teddy Love Club.

Following that life-changing event, our relationships really intensified. These “girls online” were my go-to people for all of life’s highs and lows: a bad day at work, an argument with a partner, birthday celebrations. Children’s milestones were celebrated with a flurry of online activity.

I was one of the first to “pop”. We’d set up a phone tree so our online friends would be duly informed of our news, so they’d know that our internet silence was due to the heady first days with our new loves and that we were safe and well.

As more babies arrived the online activity slowed, and as December 15 drew near – when we wouldn’t have a formal area just for us on the forums anymore – I felt that my days with these women were numbered. I knew I would mourn their company. What about that person whose child was starting school? What about so-and-so’s husband’s new job? I’d formed a deep bond with these women and wasn’t about to just give that up. Even though I’d never met them, I couldn’t do it without them.

But of course we decided to stay in touch, still using the internet to stay in each other’s lives. There’s now 14 of us in our Facebook group, and we share online just as you would share with your “off-line” girlfriends; recipes, fashion advice, photos and a vent over a wine or two. First kicks became first steps, there were another four babies born, and another two babies on the way – all without even having met in real life.

Finally we decided we needed to meet, and seven of us managed to spend a two days together in July 2012. A logistical nightmare, we had ladies and babies flying in from Sydney and Queensland, trekking with car seats in tow from Adelaide and Gippsland, all to congregate in Melbourne.

It was wonderful, with a lot of wine and a lot of laughs. All of us mums had clearly built up such intimate relationships online that we naturally fell into close girlfriend relationships offline, and it was fantastic to meet all the babies and see their gorgeous personalities in real life. We all helped each other get the overexcited toddlers to sleep, calming them when they cried, helping them share their meals and stop stealing each others' dummies, showering them all together. It was what I imagined village life would have been like, back before we all lived in individual family units.

Our meet-up is definitely something we'd like to do annually. I know the girls who live in Newcastle, Perth and the UK who weren’t able to make it were there with us in spirit, but next time we’d love to include everyone.

Until then, it won’t be goodbye forever …  just until we post the photos on Facebook!

e-newsletters that click

Did you just receive an influx of email newsletters into your inbox?

Coincidence? I think not.

E-newsletters are all about engagement: the aim is to spur the reader into action.

Click a link, view a product or provide an answer; out of every e-newsletter distributed, marketers ultimately want each and every recipient to (please) make a purchase.

A lot of time, energy and resources are invested in the science of garnering the highest "click through rate" via email marketing.

When I was at school (in the early noughties) the interwebs was in its [relative] infancy and the convention was that Tuesdays and Wednesdays around 11am was the best time to contact people via email for the highest reader engagement.

This is no longer the case. In fact, Tuesdays have the highest unsubscribe rate of any day of the week, read: e-newsletter suicide.

With the advent of smartphones and tablets, Saturdays and Sundays now have the highest click through rate - who'd have thought?

So, when you're crafting your latest email newsletter, think about scheduling the distribution for a Saturday or a Sunday (I'm assuming you'll schedule it as you won't actually be in the office on a Saturday or Sunday, will you?).

Hubspot are an amazing online marketing resource and all my stats have been sourced from their research on The Science of Email Marketing.

I'm not inspired and that's OK: 5 ways I overcome creative block

Gippsland blue skies.

So, as the headline suggests, I'm not feeling inspired today and I'm OK with that.

Creative block happens to all of us (especially on a Monday) so I will continue with the mundane formatting and editing (annual report, yes, still) that I've been attending to for the last few weeks.

It's a challenge to be creative on demand, day-in, day-out but when your livelihood relies on your creativity sometimes you just have to press on. Some days it takes an hour to write what would normally take 30 minutes. It happens.

What would I do if inspired creativity was required today? What depths would I plumb to get my groove back? It's not always easy or straightforward to overcome creative block.

Here are some techniques I apply to re-inspire the deflated creative soul:

1. Pinterest. Did you hear me correctly? Yes, Pinterest isn't just for time-wasting. It can also offer some fantastic creative inspiration to get the juices flowing again.

2. Drawing. I'm not a hand drawer, I'm a computer drawer but if I am feeling at a low creative ebb I "play" in Illustrator for 10-15 minutes on a project that is completely non-work related. Crazy colours, textures and effects can get out some of that "so sick of the same colour" frustration.

3. Fresh air. I find it very difficult to stop and take a break but now the weather is turning into spring, a glimpse of blue sky and a lung full of fresh air can work wonders.

4. Clean up. I rarely notice the items that clutter my peripheral vision but the process of disposing of unwanted items can free up some brain space.

5. Make a list. Creative block can be caused (in my case) by too many ideas, thoughts and to-dos competing for attention in my brain. Writing them down (in no particular order) can help me feel more ordered.

The best customer service story ever!

Source: Yahoo 7!

Source: Yahoo 7!

I just love this story about a young boy's soft toy and the staff at The Ritz-Carlton's response to a request for his safe return.

This is marketing gold (along with the recent Jack Daniels' "cease and desist" letter from our fellow WordPresser Broken Piano for President author Patrick Wensink)!

Surprise and delight your customers in a format that is easily communicable and you could be sitting on a viral marketing gold mine.

These tactics are sometimes spontaneous (I don't think this particular story about Joshie was part of The Ritz-Carlton's marketing plan) and sometimes strategic (hello, JD) but when they work they can do more for your brand than the thousands you throw at advertising each year.

Surprising and delighting your customers will not only make them (and you) happy but it will make them remember your brand.

What can you do to make your customers happy today?

Webalicious websites

lolcat-ninja-catMy goodness there are  a lot of ugly websites out there.

Doing research on social media and internet marketing (as I constantly am) I come across loads of websites that have that greasy, snake-oil salesman feel about them.

You know the ones I mean? They reek of synthetic suits, cheap aftershave and knock-off watches.

They use A LOT OF CAPITAL LETTERS in Lolcats font.

[FYI, it's Impact, if you've accidentally stumbled upon this post searching for a "How to" on creating lols.]

I'm not saying I'm a world expert on creating beautiful websites although I am a great appreciator of them.

Just for us website-style enthusiasts, the peeps at Styleboost have created an online gallery of the hottest little sites getting around on the interwebs.

Some of these sites had me gasping in awe at their craftily created beauties, their beautiful balance of images, text and negative space and their fantastic fonts matched with gorgeous graphics. (I'm having an alliterative kind of day).

As a bonus, there's some fantastic copy on these sites too. Copy + design = match made in internet heaven.

The simple combination of aesthetic and functionality is what makes these pages so beautiful. There's no need to crowd your page with images. A well-balanced website will have more impact [read: click-through, which is what we're all here for] than one loaded with images and crowded with multiple, confusing calls-to-action.

Some websites make me feel I'm being shouted at when really I'd prefer my groovy new-found web friend to huskily say, "You're new around here. Come on in and make yourself comfortable".

This page from Wilson Miner encouraged me to have a QR tag tattooed on my wrist to save me printing business cards; Cloudberry's site I adore and their style is something I will endeavour to emulate for my own business website (when I actually get the time to re-do my web page) and I love love love the colours Big Noise have used on their site (a lot of "Tangerine Tango" on here - see my previous post Colour me happy! on the use of the Pantone Color of the Year).

What are some of your favourite, most beautiful websites?

101 Best and Most Proven Sales and Marketing Ideas

101 Best and Most Proven Sales and Marketing Ideas (best viewed in 800x600 resolution) includes some marketing gems from the last millennium.

I think it demonstrates how far we've come in terms of technology yet it's easy to see how translatable these ideas are in, well, the new millennium (there's a term you haven't heard for about 12 years!).

So, how do you apply these "Marketing 101" ideas to life in the content-driven, social media age?

I've taken some of Mr. Gerry Robert's pearls of wisdom and translated them, post-Y2K.

7. Send Out 35 Sales Letters Every Week Regardless: Get in the habit of sending out at least that many letters to prospects every week. No matter what, make sure they go out every Friday.
These days we call this LinkedIn: find and make connections that will enhance your business. Remember: 35 a week people!

13. Write A Special Report: If you are in selling, you are in solving. What do you solve for people? Write a 10 pages report, offer it to your prospects for Free and your telephone will ring off the wall.
White papers can establish you as a leading thinker in your industry and garner respect from your peers. I don't know if your telephone will ring off the wall but your Twitter might go nuts.

44. Use Pictures: Pictures of satisfied clients go further than lengthy letters. People are visual and if they see people just like them they will think you are Okay.
Ah Pinterest, how I love thee. Instagram too. Pictures speak thousands of words and us humans are highly visual people. Create beautiful images and they will come. Even if you don't work in a particularly visual industry you can repin images relevant to your sector on your Pinterest boards and people will think you are Okay.

45. Create Your Own Marketing Binder: Put any awards you have in the binder along with photos, testimonial, product information, how you do business, your sales presentation and leave it with prospects, so they can evaluate you.
Your company website is the perfect place to post testimonials, awards and other information to demonstrate how awesome you are at what you do. No one is going to do it for you!

65. Instead Of A Letter Send An Audio Cassette: You may have noticed something called the "jam". Instead of writing a letter, speak your letter into a cassette and they will listen to it in their cars in the "jam".
Quality content is much more likely to go viral in video format than on text-only platforms. With Google's Penguin release video will also increase the perceived quality of your website and also move your site further up in Google’s search results. People can watch your videos on the "tube".

66. Get On Everyone's Mailing List: I love to learn from what people send me.
Follow everyone and anyone who is respected in your industry on Twitter. I love to learn from what people Tweet!

76. Position Yourself As An "Expert And Authority": Even if you are new to your industry you can be perceived as an expert. The way to do it is with information. Write something, research something or print something and you are an instant "expert".
Well look at that, I'm an instant expert. Blogging is an amazing way to express your views or post well-researched position papers that will have you looking like an expert in no time.

91. Keep In touch By Fax: Send a weekly or monthly report or newsletter via the fax machine. Send a positive quotation of the day.
Facebook is the "sometimes food" social media platform for many businesses but don't overlook it in your content plan. Be sure to "send a positive quotation of the day" at least once a week.

What's your favourite of Mr Robert's gems? Are there any translations I have overlooked?

[UPDATE: I just found the original publication of this work in the New Straits Times, July 11, 1995.]