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I recently attended a blogging seminar in Brighton. Organised by one of my web clients, Fresh Egg, the seminar was an eye opener.
I've resisted jumping on the blogging bandwagon, but this event really did show me what a positive marketing tool an online diary can be. I learnt, for example, that link sharing between blogs can produce immediate benefits as Google indexes many weblogs daily. Being smart enough to work desirable generic search terms into a generated referral link can make this even more successful as Google not only looks at who links to you, but also the words people use when they do so.
It's a complex and time consuming activity but nonetheless fascinating and worth exploring further.
In the last month, I've also succumbed to getting a Blackberry. I've resisted getting a handheld for years but it came to a head last month...going away to a remote island for a week's break without Internet access, I was feeling as though my arms were being cut off. The Blackberry worked a treat and managed correctly, it didn't interfere with our holiday (not too much anyway!) If you're a busy professional who needs to stay in touch, I definitely recommend a handheld device, they're compact (Blackberry Pearl is slim line and thinner than most phones) and work beautifully. I won't be going abroad without mine from now on!
Moving on to August's business tips.
MARKETING TIPS – I'd like to share with you my top marketing tactics I carry around with me in my marketing kit bag. These tips can be transferred from company to company regardless of sector. However, let's first start off by learning some facts about marketing.
Here are some home truths about marketing a business ...
- You do not have to spend a large amount of money on marketing or advertising your business
- Ignore the fancy sales pitch given by your local newspapers. Their job is to sell advertising space and nothing else
- Customers are generally lazy and selective in what they read. The vast majority of people will never see your flyers or adverts and if they do they're unlikely to remember you long term
- Many businesses do not know which of their marketing activities makes a profitable return
- But you can market your business on a small budget and get sparkling results
Top 5 Marketing Tips...
1. 80/20 Rule – know your income generators:
The 80/20 rule (aka The Pareto Principle) is a phenomenon of life. It states that in many events, 80% of the effects come from 20% of the causes i.e. 80% and 20% inter-relate. For instance, it is proven that 20% of motorist's cause 80% of accidents, 20% of our favourite clothes are worn 80% of the time. It's a common rule of thumb in business that 80% of your sales comes from 20% of your clients and 20% of a company's products/services generate 80% of profit.
It is well worth focussing the company's finite resources on the 20% - know who is generating your income by analysing who your 20% are.
2. Networking – My favourite!
The power of business networking shouldn't be underestimated. Networking with a group of likeminded business professionals raises your profile and your company's profile to their contacts too. And networks aren't just about selling your products or services; it's about being remembered for the right reasons, for personal profiling. Remember people do business with people they know and like. The more they see you and talk to you, the more reasons they have to trust you and ultimately, do business with you.
3. Markets and Industries – Separate the two:
Easily mistaken as the same thing. Remember, industries are groups of firms with similar technologies and products. Markets are groups of customers with similar needs. Confusing the two creates a key strategic vulnerability and missed opportunities. An example of this is one of my clients CWO who work in the construction / building industry but their market is a mix of customers with ecclesiastical, residential and historical buildings to renovate; two distinct areas.
4. Business Cards – Ace of the pack:
I rarely come across a business card that stops me in my tracks, so I feel it's worth mentioning. Always carry cards with you; this is marketing at its most base! Ensure all your contact details (including Email, website and job title) are included (I'm amazed how often these basics are missing from business cards. A recent trend is to print a photo of yourself on your card, this is an idea passed on from our USA colleagues but is gathering momentum and said to increase retention and recall levels by up to 40%.
5. Passion Wins time and time again:
And finally, people are more likely to give you their business if you are confident and passionate about your product or service offering. Be excited and genuine about what you're offering, if you appear to be bored or complacent about your business why should they get excited about it?
Next month – event organising.
SIGNATURE:
Aneela Rose is an award winning business entrepreneur. Aneela Rose PR was set up four years ago and is growing year on year providing professional PR, Marketing and Creative services to SME's across the UK. Aneela's other business venture is an online jewellery boutique where her inspiration for selling sparkly jewellery was born out of a love of fashion and observing the huge growth of online shopping. Aneela sits on the Board of Directors at Sussex Enterprise and is a Member of the Institute Of Directors and the Chartered Institute of Public Relations. She has been awarded the Success in Business Award by Anglia University, the Dynamic Asian Woman Award and has been filmed by the DTI and Aurora. Aneela writes for consumer and business magazines and has links with the "celebrity" community; she has provided interview scoops with Nick Leeson and Nicholas Van Hoogstraten among others.
Tel: 01444 241341
Email: www.aneelarosepr.co.uk and www.missyrose.co.uk |
