Pamela Slim - Duct Tape Marketing

Tag Archives for " Pamela Slim "

1 Monday Guest Stars

Here are your guest contributors for Monday’s edition of the Duct Tape Marketing Small Business Week iPad Giveaway.

Read each of the five posts that follow and click our entry form link to match the guest star with their post.

Chris Brogan

Chris Brogan consults and speaks professionally with Fortune 100 and 500 companies like PepsiCo, General Motors, Microsoft, and more, on the future of business communications, and social software technologies. He is a New York Times bestselling co-author of Trust Agents, and a featured monthly columnist at Entrepreneur Magazine. Chris’s blog, [chrisbrogan.com], is in the Top 5 of the Advertising Age Power150.

Mitch Joel

Mitch Joel is President of Twist Image — an award-winning Digital Marketing and Communications agency. His first book, Six Pixels of Separation, named after his successful Blog and Podcast is a business and marketing bestseller. Follow Mitch here: www.twistimage.com/blog.

Anita Campbell

Anita Campbell serves as CEO of Anita Campbell Associates Ltd, a woman-owned consulting firm helping companies and organizations reach the small business market.  She is the founder and Editor-in-Chief of Small Business Trends, an award-winning online publication.  She hosts Small Business Trends Radio, where she interviews other small business experts. 

Tim Berry

Tim Berry is the president and founder of Palo Alto Software, founder of bplans.com, and a co-founder of Borland International, author of books and software on business planning, Stanford MBA, father of five, married 41 years.  His latest book is The Plan-As-You-Go-Business-Plan.  He can be found blogging at his main blog Planning Startups Stories.

Pamela Slim

Pamela Slim is a seasoned coach and writer who helps frustrated employees in corporate jobs break out and start their own business. Her blog, Escape from Cubicle Nation, is one of the top career and marketing blogs on the web.  She is also an author of Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur.

2 What is a Marketing Strategy and How Can I Get One 1

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Pamela Slim

Pamela Slim is a seasoned coach and writer who helps frustrated employees in corporate jobs break out and start their own business. Her blog, Escape from Cubicle Nation, is one of the top career and marketing blogs on the web. She is also an author of Escape from Cubicle Nation: From Corporate Prisoner to Thriving Entrepreneur.

What is a Marketing Strategy and How Do I Get One 1

Ask a new business owner what his marketing strategy is, and he will most likely say “sell as many products as possible to as many people as possible.”

While optimism is a good quality in an entrepreneur, this definition is a recipe for disaster. When you are unclear whom you are trying to reach, you will stumble from one marketing tactic to another, diving into Facebook with zeal one week, Tweeting like a fool the next, and, in a final act of desperation, pitch your friends and neighbors as if you were a teenager begging for a last-minute date to the prom.

An effective marketing strategy defines:

• the detailed profile of the ideal person you are trying to reach (age, profession, gender, race, income level, hobbies, political views, attitude)
• their hopes, fears, needs, desires, challenges and problems
• the particular places where they hang out in person or online
• the books, blogs, newspapers, magazines and trade publications they read
• the people and companies they most admire
• the tools they use to connect with others (Twitter, Facebook, LinkedIn, blogs, professional associations, forums)
• the specific outcomes you are trying to achieve (establish trust, build followers or online presence, get referrals, sell products, recruit evangelists, attract partners)
• the metrics you will use to track progress

Once these components of the strategy are defined, you can create a tactical plan that outlines the specific activities you will engage in each week in order to achieve your outcomes.

A good marketing strategy leads to specific to-do lists like:

1. Contact 5 board members of the Atlanta Association of Gluten-Free Libertarian Physicians
2. Write guest post for the Gluten Free and Proud blog
3. Attend the Living Gluten Free lecture at the Atlanta Whole Foods Market

If all of this sounds like too much work, you could always revert back to the standard marketing practice of optimistic business owners: stare at your phone and pray it will ring.

Read the rest of today’s mystery posts here

What is a Marketing Strategy and How Do I Get One 2

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Tim Berry

Tim Berry is the president and founder of Palo Alto Software, founder of bplans.com, and a co-founder of Borland International, author of books and software on business planning, Stanford MBA, father of five, married 41 years. His latest book is The Plan-As-You-Go-Business-Plan. He can be found blogging at his main blog Planning Startups Stories.

What is a Marketing Strategy and How Do I Get One 2

Years ago the marketing plan was a lot of Ps: price, place promotion, and so on. I prefer the Ms: market, message, medium, measurement, management. And you care about it because of the last M, money.

The market is about target markets. It’s like sculpture. You start with a big block of everything, and what makes it beautiful is what you take away. Michelangelo started with a block of marble and ended up with David. So for a restaurant, to take one example, if you try to appeal to everybody, you’re doomed. Instead, you target foodies, or families with young kids, or office workers. Not everybody. Food, service, location, and pricing optimize for specific target groups. Visualize and imagine your ideal target buyer.

The message should match the target market. Understand benefits. Don’t talk about quick and inexpensive if you’re targeting a high-end market. Understand what your benefits are — much more than features — and focus the message you want to deliver. The secret is to please and attract your special targets instead of promising everything to everybody.

The medium has to match both the market and the message. Don’t count on social media to reach retirees or mainstream television to reach urban intellectuals. Put your message where your market will find it.

Develop measurement to set your marketing goals so you can track and measure your progress. Look for numbers like sales, units, leads, presentations, page views, downloads, and conversion rates.

The management happens with the following up on the metrics. You track plan vs. actual results and look carefully at the difference. That leads to revisions and course corrections.

Which brings us to money, the reason why you want a marketing plan: better marketing planning means better marketing management which means more sales and managed, optimized marketing spending.

Read the rest of today’s mystery posts here

What is a Marketing Strategy and How Do I Get One 3

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Chris Brogan

Chris Brogan consults and speaks professionally with Fortune 100 and 500 companies like PepsiCo, General Motors, Microsoft, and more, on the future of business communications, and social software technologies. He is a New York Times bestselling co-author of Trust Agents, and a featured monthly columnist at Entrepreneur Magazine. Chris’s blog, [chrisbrogan.com], is in the Top 5 of the Advertising Age Power150.

What is a Marketing Strategy and How Do I Get One 3

Marketing for small business is about satisfying wants. Most of us are lucky enough to be in the want business, not the need business. Marketing is connecting a buyer to a want. And strategy? Strategy is your approach. It’s how you get from where you are to where you’re going.

You have to answer six questions to write a simple marketing strategy:

WHO IS YOUR BUYER?

Write out the persona of your buyer: who she is, what her other challenges are besides the ones your product solves, what else she might need. Think like that all the time.

DO YOU HAVE ACCESS TO THAT BUYER?

How do you get to them? You can try to buy your way in with ads, you can set up your web presence to grow your way in, and you can use social media to communicate your way in. You need to get to your buyer, and you need to get to the plural, not the one.

WHAT DOES SHE WANT?

This is harder to answer than not. And no, your product isn’t the answer.

HOW DO YOU HELP YOUR BUYERS BUY?

Do they need more proof? Do they need special payment methods? Do they need guarantees? This is an oft-overlooked part of a marketing strategy.

HOW DO I REACH OUT?

Where and how will you connect with these buyers? Online? Social sites? It’s up to you.

HOW DO YOU GET REFERRALS?

Referrals are gold in most businesses. People don’t buy all the time, but they can refer every week. Make this part of every plan.

From here, you’ve got the bare bones to write a simple strategy. Test variations and grow from it. It’s how I do it.

Read the rest of today’s mystery posts here

What is a Marketing Strategy and How Do I Get One 4

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Mitch Joel

Mitch Joel is President of Twist Image — an award-winning Digital Marketing and Communications agency. His first book, Six Pixels of Separation, named after his successful Blog and Podcast is a business and marketing bestseller. Follow Mitch here: www.twistimage.com/blog.

What is a Marketing Strategy and How Do I Get One 4

Without a lighthouse, how would ships (prior to GPS) know where landfall was? How would they know that they were headed in the right direction? What would have been their beacon? Think of your Marketing Strategy as a lighthouse… and not a GPS system. Businesses often make the mistake of confusing the two. See, a GPS will give you the exact directions to your exact destination with turn-by-turn accuracy, and while it would be nice if you could create a document/map for your business like this, it simply is not realistic in this day and age. A true Marketing Strategy is simply: a lighthouse. It’s a vision for where you business needs to be and how you’re going to get there (but we’re open to tweak and adjust on the journey).

A great Marketing strategy is built in two parts: the “why?” and the “how?” Knowing “why” you’re doing something (the core strategy and vision) will lead you to the “how” – or the tactics (the stuff you’re going to do to make the vision “come to life”). A great way to start, would be to ask some questions and to spend the time critically thinking (and writing down!) the answers.

Here are some great questions to get your Marketing Strategy rolling:

  • What is the purpose of our business?
  • Why do people love buying from us?
  • If we could get them to buy more, what would we want them to buy and how much more money should they spend?
  • How much of our sales are we willing to put into our Marketing?
  • What are we willing to pay to find a brand new consumer?
  • What are we willing to pay to keep an existing customer?
  • What is the life-long value of a customer to us?
  • What would be the ideal Marketing mix? (how much traditional vs. new media makes sense)?
  • If we created a calendar, when we spend the most of our marketing budget and how would we spend it?
  • Are there other new marketing opportunities that we should be looking at?

Start with those questions and as the answers become crystallized, try to format your thoughts into a serious plan (if you do a simple online search for “marketing strategy,” you’ll find many templates that you can “adopt” as your own).

Always remember, without a strategy, you’re just another ship sailing in the night… destination unknown.

Read the rest of today’s mystery posts here

1 What is Marketing Strategy and How Do I Get One 5

This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Anita Campbell

Anita Campbell serves as CEO of Anita Campbell Associates Ltd, a woman-owned consulting firm helping companies and organizations reach the small business market. She is the founder and Editor-in-Chief of Small Business Trends, an award-winning online publication. She hosts Small Business Trends Radio, where she interviews other small business experts.

What is a Marketing Strategy and How Do I Get One 5

A lot of things in business sound more intimidating than they are. If you jump right in and “do” they become much easier.

Creating a marketing strategy is one of those things. A marketing strategy is nothing more than planning out how you intend to use marketing to achieve your business goals. You start by identifying the overall goals for your business. Then you break it down into marketing activities to support the business goals.

Here’s an example: let’s say one of your business goals for the year is to increase renewal business from existing customers by 15%. To develop your marketing strategy, think about the marketing efforts it would take to get more customers to renew. Maybe that involves a customer appreciation program to reach out to every existing customer personally at least 120 days before their contract comes due. Or maybe it involves creating and communicating a special pricing plan, designed to secure early renewals and lock in a longer renewal term. These and other types of marketing approaches will directly help increase renewals. Therefore, they become your marketing strategy.

Once you have decided up on a broad strategy to achieve your business goals, you break your strategy down into smaller chunks of activity (such as milestones and tactics). Breaking it down into smaller activities and next steps is important if you want to achieve the strategy. Nothing spells death to a strategy faster than staying broad and vague.

Some people go to great lengths to define terms like “strategy,” “objectives,” and “tactics.” For most of us in small businesses, we don’t need to get obsessive about the strategy process. For most of us it’s more important to just dig in and start working on marketing strategy, and not make it too complicated or intimidating for our staffs.

Read the rest of today’s mystery posts here