Build A Strong Brand While You're Young by Matt Polsky

Hey Everyone, 

I found this article on http://www.youngentrepreneur.com and had to share it with you guys. In today's social media driven world it is important to know how to make it work for you and how to handle the situation when it turns against you. It is so easy to gain press, both negative and positive. One thing you must remember when building your brand and indulging in social media is that you are always being watched! So remember to always protect your brand and maintain high PR alerts at all times. Read below for some great tips.

Build A Strong Brand While You're Young

Brand management is more important than ever in a society that has currently grown accustom to the internet being readily available through smartphones and tablets. Managing your brand goes beyond the usual keyword searches and Search Engine Optimization (SEO) tactics, and moves heavily into social media. Socialmedia platforms are breeding grounds for both positive and negative word of mouth and if utilized properly, they can be a large part of your marketing plan.

It is important to remember SEO is still important to achieve and maintain online visibility, but the rapidly growing popularity of social media sites has forced companies to consider how they will manage that visibility once they obtain it. Online brand management is highly important for any company wishing to grow and the most effective way to promote a positive brand image consistently across the internet.

Facebook, Twitter, YouTube, and LinkedIn are just a few of the popular platforms companies can now use to increase their visibility. Socialnetworking sites are not only great to push products or services, but can be used to build communities of brand advocates. Through contests, coupons, promotions, and events, a company can keep their customers interacting and loyal to the company.

While social media sites can be a great way to reach a completely new client base, they can also quickly become a company’s worst nightmare. Social media sites – including forums and discussion boards such as Angie’s List – can become flooded with undesirable comments regarding your business and destroy a brand through negative word of mouth. It is important to comment or respond to all negative press to show the customer you are trying to rectify the situation.

In today’s socially connected world, consumers want to be an integral part of the businesses they support. Social networking sites allow you to immediately apologize and state the solutions being sought before brand loyalists begin revolting. Not only do these updates tend to calm the storm, but also can increase brand loyalty as customers like know they are being listened to and the company really cares. Remember, not only negative comments need a response. A company can build brand advocates through thanking customers who give company reviews.

To avoid ruining a brand with social media sites, companies must remain consistent in the image they convey across these platforms, and must manage them daily. Posting to Facebook once a month won’t cut it. Facebook users want solid content every day if possible, but if the content is dry and not interesting skip it and go every other day. Posting too much on Facebook can lead to your connections un-liking you. Twitter has a completely different user base. Twitter followers expect to see three to five posts per day.

To get the highest return on brand management, SEO techniques should be synergized with social media to convey a positive brand image across all platforms.

Matt Polsky is the Senior Content and Reputation manager for VA Mortgage Center, providing insights learned from the nation’s leading provider of VA home loans.

Article taken from: http://www.youngentrepreneur.com/blog/build-a-strong-brand-while-you’re-young/. 

Check out Delesa J's feature in the For Colored Gurl's May Newsletter!

The May edition of @forcoloredgurls' newsletter was sent today, and @delesaj is featured! Check it out http://conta.cc/kZB3tu! Thank you FCG, we look forward to doing work with you.

"Find what you love and sacrifice for it."-Delesa J

~Delesa J

7 Keys to Power Networking by Melinda Emerson (@SmallBizLady)

7 Keys to Power Networking

Mon, May 16, 2011

Become Your Own Boss Tips, Branding & Marketing, Grow Your Business, How to Start, My Recommendations, SmallBizChat, Uncategorized, Your Small Business

7 Keys to Power Networking

Power Networking at Business Event

May 16^th kicks off National Small Business Week and for the next seven to 14 days there are tons of events and awards ceremonies for small business owners which is a fantastic opportunity to meet and greet potential contacts.  I keynote and speak at many conferences and small business events, and often I see small business owners doing their businesses a disservice by how they show up and network at events.  With tons of networking opportunities taking place from now until Memorial Day, I wanted to provide a guide on how to prepare for a networking event. I call them my 7 Keys to Power Networking.

Here are 7 things to consider when networking:

1. 1. Set a Goal. Don’t go to any event without a goal in mind. You should always know why you are attending the event. You should not go to any event where your best target customers are not the majority of the attendees. When I attend events, I try to secure 5 quality contacts and that’s it. Why? Because there’s only so much time to follow-up with people.  The fortune is in the follow-up, I’ll talk about that in next week’s blog post.

1. 2. Research Attendees. Try to find out who is attending the event. Look at who’s on the board of the event sponsor. Check out the names of the honorary committee hosting the invitation. Make a call to the organizers to try to get as much information as a possible.  (If they utilized an online invitation, you can see who else was invited. Use Google and LinkedIn to research as many attendees as possible. This makes having conversations much more interesting and you’ll show your prospect you’ve got legitimate interest in them. You want to learn any information that will help you make a personal connection as quickly as possible.

1. 3. Bring You’re A Game. You can’t bring your A game in your B suit. Make sure you look great head to toes.  Men shoes are important. Ladies make sure the makeup and neckline are appropriate.  Everything should fit well, and it will really boost your confidence. You don’t get a second chance make a first impression!  Dress how you want others to perceive you and your business.

1. 4. The Reception IS The Event. Game time is the reception. DO NOT BE LATE! The reception is your best chance to track down your targets. You must be on time and armed with your business cards at the reception. Why? Once you take your seat you can only network with the other 9 people at your table. If you are going to attend an event with a friend– divide and conquer the event.

1. 5. Go For The Relationship– Not The Chicken. Do not head immediately to the food table. Work The Room! Be fearless and ready to introduce yourself to anyone. Once you make a contact maintain eye contact. Don’t look over their shoulder at your key target who just entered the room. Be present where you are. Anyone could potentially be a great contact.

1. 6. Moving On From A Contact. Moving on can be tricky. It’s important not to be rude. But most likely the person you are talking to has an agenda too, so do not hesitate to shut down the conversation and move on.  Here’s three great lines you can use to make a graceful exit.  Use one of these lines as appropriate; “It was so nice to meet you, I’m going to head over to get a drink.”  or  “It was so nice meeting you and I’m going to give you a call.”  “I do not want to monopolize you at this event, I am sure there are more people in here you want to meet. Let keep in touch and see how we can help each other.”  With any of these lines you can smoothly move on to your next potential prospect.

1. 7. Take Notes. You’ll want to remember the details of your conversations, write down a few notes on the back of the contact’s business card to help your memory later.  If you meet a lot of people each week sometimes it’s hard to keep people straight relying on your memory. Your notes will help making follow-up much more personal.

What other networking tips do you have? I love to learn about other good ideas.

Melinda F. Emerson, SmallBizLady, is one of America’s leading small business experts. She is an author, speaker and small business coach whose areas of expertise include small business start-up, business development and social media marketing. As CEO of MFE Consulting LLC, Melinda develops audio, video and written content to fulfill her mission to End Small Business Failure.  She publishes a resource blog, www.succeedasyourownboss.com and hosts a weekly talk show on Twitter called #Smallbizchat for emerging entrepreneurs.  Forbes Magazine named Melinda Emerson one of the Top 20 Women for Entrepreneurs to follow on Twitter. Melinda has been featured in the New York Times, Wall Street Journal, The Washington Post, Fortune and Black Enterprise. She’s the author of the bestselling book “Become Your Own Boss in 12 months; A Month-by-Month Guide to a Business That Works.”

How to Narrow Your Target Market by Tim Donnelly (Inc.)

How to Narrow Your Target Market

When you're starting out, trying to be all things to all people is a sure way to fail. Here's how to stay focused.

By Tim Donnelly |  @timdonnelly   

Huge, profitable companies like Walmart and Amazon didn't start as the all-encompassing retailers we know today. Each debuted with a very specific focus that helped them find and nurture a strong customer base. Walmart originally catered to shoppers in rural areas where there was a dearth of options for low-cost goods; Amazon famously limited itself to just books for years before expanding into selling everything from DVDs to motorcycle gear.

The process of finding a target market and narrowing your company's focus to appeal to it directly often trips up new businesses, who find it difficult to turn down business opportunities when they arise. But trying to be all things to all people is a sure way to fail in the marketplace. Business experts offer up these tips to narrowing your target market:

How to Narrow Your Target Market: The Dangers of Being Unfocused

Whatever market you're in, you've likely got a lot of competition and static standing between you and the consumer. Narrowing your focus to one specific demographic or slice of the marketplace gives potential customers a reason to notice you in the rest of the fray.

"If you're not differentiating yourself in the marketplace, what happens is the consumer looks at price as being the motivator," says Susan Friedmann, author of the books Riches in Niches and The Complete Idiot's Guide to Target Marketing. "And they look at the cheapest."

If you don't know specifically which customers you are speaking to, you are actually speaking to no one, says Tammy Lenski, a business mediation expert who has advised clients about successful business through target marketing.

"The big danger is that without a target market, it's like standing in a park shouting in the wind," she says. "When you have a target market, its like standing in a park and talking to a specific group of people."

That means you can't be afraid to exclude certain types of consumer from your marketing or to target your advertising at small groups. Some customers will feel left out, but those are the sacrifices necessary for a successful business, says Greg Head, founder and CEO of New Avenue, a strategic marketing firm.

"Focus requires exclusion," he says. "If you're selling everything, you actually mean nothing in the marketplace. Exclusion is fundamental to target markets."'

How to Narrow Your Target Market: Become an Expert in one Area

One way to hone in on a specific sector is to become an established resource in one area. Starbucks, for example, is able to charge premium prices for its coffee even though it also sells pastries, tea, and accessories, because it has positioned the company as an authority on good coffee.

"If you're an expert in your field, people will pay the price tag on whatever product and service you offer," Friedmann says.

You can build up credibility by offering information for free through your company's website or blog: things like tips, industry information, or niche data that will help consumers think of you as a reliable expert in that area, she says.

"Your credibility comes with giving away information," she says. "If this is the value I'm getting for free, what will I get if I pay for it?"

Entrepreneurs who do this successfully often start by following their passion, Friedmann says. She recalled a massage therapist who loved cycling and found a successful practice traveling with bike tours.

"If you can marry your passion with your profession, that's a really strong niche market," she says.

How to Narrow Your Target Market: Do the Market Research

Experts give several methods for whittling down the vast expanse of the market to find your ideal target.

John Jantsch, creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network, which trains and licenses small business marketing consultants, recommends a simple formula to identify who makes an ideal client: he ranks customers by profitability.

"In that step alone, they start identifying work they have taken or would take that they shouldn't be taking," Jantsch says.

Then he looks for clients that are already referring more business your way.

"They're referring business to you because they're having a great experience," he says. "They're happy, they're beyond satisfied and that's why they're referring business."

Friedmann says recommends looking for growth markets to identify burgeoning new areas that may not be claimed by existing businesses.

Lenski says some clients find their niche first by focusing on the areas in which they already have a strong interest, or by looking at markets that already know about you and your services. Then, look for areas of the marketplace where a gaping need exists that you can fill with your company's services.

How to Narrow Your Target Market:  Tweak your Marketing

As simple as it sounds, the name of your company is crucial when narrowing your market.

"I believe your name should say what you do," Friedmann says. "Using your own personal name, unless you're like Madonna, isn't going to cut it. It doesn't mean anything to anybody."

Words such as "branding coach" or "entertainment law" in your official business title help consumers quickly understand what you're all about.

Friedmann even created a new word to describe her focus: "nichepreneur."

You may have to change your branding strategy or marketing efforts to clarify your mission. Once you find your target, you'll definitely want to alter your advertising efforts to go after the places and media you use to generate new business.

"It's not just an advertisement that you do. It actually has to become part of everything you do," Head says.

Your marketing needs to highlight the specialization, which improves credibility, Head says.

"You've got to be perceived as the best at something," he says.

Then, once you've identified that base, use it to improve the business through things like social media and interactive marketing to find out more about what the customers are looking for, Lenski says.

"You've got to essentially engage that market. It's a two-way conversation," she says. "That's really where having a target market pays off."

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No enterprise can exist for itself alone. It ministers to some great need, it performs some great service, not for itself, but for others.. or failing therein, it ceases to be profitable and ceases to exist. – Calvin Coolidge

~Delesa J 

10 Marketing Musts by Marla Tabaka (Inc.)

10 Marketing Musts

by Marla Tabaka (Inc.) @marlatabaka

Are you are spending enough time and money marketing your business? If not,you are ignoring a critical success component. Customize these ideas to work for you and enjoy increased revenue in 2011!

Small business owners and solo-practitioners are notorious for ignoring marketing efforts. It’s easy to do, isn’t it? You are ensconced in your business; serving clients, shipping product and doing what you need to do to keep the money flowing in. But if you are not spending time and money to market your business, then you are ignoring a critical success component.

If you are concerned about making time to market then download my audio and workbook on Increasing Productivity by 40%. Almost anyone can increase the amount of available time in their schedule by eliminating certain mistakes and behavior. This is your first step.

Begin by investing 10 – 20% of your time in marketing. You can split this time into 2 hour segments during each day or set aside a day for marketing. You may feel concerned about losing revenue if you do this, but revenues will increase as you invest more of your time and resources into your plan – it’s a natural cycle.  Here are some guidelines and ideas; customize them to work for you!

1. Create a plan. This does not have to be an intimidating process. You know what efforts have garnered clients in the past. List them and expand on them. A simple marketing plan includes a list of marketing practices and a timeline.

2. Face-to-face networking. On-line businesses benefit most significantly from social networking, search engine optimization and pay per click campaigns, but most solopreneurs will benefit by creating relationships off line- regardless of the type of business you run. To meet like-minded people go to classes, lectures and other events that interest you. Keep your eyes and ears open at the grocery store, coffee house and other local establishments. Look into your local Chamber of Commerce and networking groups to see if those are up your alley as well.

3. Cold Calling. I know, yuck! Here’s how I look at it. I love meeting new people. I call with the intent of having a nice conversation with someone new, and I’ve met the most amazing people! You can buy a list or hire a college student, bring on an intern, or have your virtual assistant compile a list for you. Begin by writing a script and giving intention to your call. Know what you wish to achieve; a face-to-face visit, permission to send information, to close the sale or send a free sample.

4. Telemarketing. If cold calling on your own is not an option, consider hiring a professional telemarketing firm.  A few hours a week can garner one or two solid leads for you. Depending on your business, this is a simple and sure way to increase revenues.

5. Social Media.  A good networker doesn’t walk into a room and hand out 20 business cards, tell everyone about himself and leave. They are there to build relationships. It’s the same in social media. Ask questions, express interest, get to know people. This is a long term investment and you won’t be sorry. Great relationships, business and personal, are built this way.

6. Podcasting. This intimidates and confuses some people, but once you research how to create your own podcast you will be amazed at how easy it is. Having your own podcast puts you in the position of the “expert” and also helps you to expand your horizons. My two shows have contributed to my growth and brought people into my life who are truly important to me. Promote your show via social media, your list,iTunes, in your blog and via your guests’ lists. Create special offers to bring traffic to your site and to build your list.

7. Guest blogging and inviting guest bloggers. If you are not blogging yet, do. This again, is a long term investment – you probably won’t see results right away, but they will come. Comment on other blogs and contact popular bloggers who also target your audience with ideas for their blog, offering to write for them.  You will gain subscribers and expand your audience. After you build your following invite popular bloggers to do a guest post on your blog. They will bring followers, many of whom will stay.

8. Follow up with your list and past clients. This one seems obvious but it’s often neglected. When a new client comes to me with cash flow problems this is the first area we look at. There is much untapped business with existing customers, past clients and prospects. What can you upsell? What special offers can you promote? How can you recreate yourself or your product to spark new interest?

9. Ask for referrals. Many solo-practitioners hesitate to ask for referrals. We tend to assume that if our clients like what we do for them they will spread the word. Not always so.  If you recruit the assistance of your happy clients your practice will grow. Supply them with materials to forward or hand to their friends and family. Make it easy for people to spread the word about you.

10. Be consistent in your message. It may take time for your marketing efforts to have an impact and prompt a significant response. People sometimes say “I’ve been following you for years….” and we wonder what took them so long to act. We all have different “buy” triggers and have to be in the right place emotionally and financially before we buy. Market frequently and be consistent in your key message.

What’s worked for you? What hasn’t worked? How consistent are you in your marketing? What frustrates you the most? What do you enjoy the most about marketing? Share your insights and experiences with us here!

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The important thing is not being afraid to take a chance. Remember, the greatest failure is to not try. Once you find something you love to do, be the best at doing it. – Debbi Fields

~Delesa J