The prospects who attend feel as if they know you and want your assistance.

With today’s technology, events are inexpensive to run.  But if you’re going to do all the work to create great content with high value, you want to be sure that the people who are interested in it know it’s happening and how to sign up.

You won’t get the number of qualified leads you deserve if only 5 people attend! Here’s where social media can help.

Now I know what you’re thinking. I’ve been there, too. “Social media can’t possibly help me. I don’t have much time for it, don’t do it regularly, and am not connected to that many people.”

So what?

I ran an event just last month that had people I’d never heard of before in attendance. They found it from re-tweets of my tweets, comments others had commented on, and our postings across LinkedIn, Facebook and Twitter. These people weren’t connected to me anywhere. Social networking made it happen.

How? Let me share my strategies with you.

1.    Post the event details on your website – This is your opportunity to say as much as you’d like about the event, including every fact. Point all your comments back to your website for additional information and registration. Not only do interested readers learn more about the event, now they’re in your website, too.
2.    Comment and tweet – This goes without saying, but here are a few extras to ponder. People tend to prefer one social network over the others, but no target markets as a whole typically favor one over another. Given this, you want to be sure you talk up your event on every one you use. Comment about it in your LinkedIn status. Discuss it on Facebook. Tweet about it. Carry your comments over the course of days and weeks preceding the event, right up to minutes before it begins.
3.    Post everywhere – Lots of people don’t realize that you can post events to LinkedIn and Facebook in special “Event” sections. Once you do, people connected to you are notified, and others outside your group see them when they use key word searches. Your network can forward the link on to others in their groups who might be interested, too.
4.    Use links – as you comment and post, include links to the details on your website. Keep the postings brief and quick to scan. If you’ve hit someone’s hot button, they’ll click through to learn more and sign up. Use a tool like www.bit.ly or www.tinyurl.com to shorten long links.
5.    Sign-up on LinkedIn – as people from your target segments enroll, shoot them a quick email and ask them to click in LinkedIn that they’re attending. Send them the direct LinkedIn event link to make it simple. Now all their connections see that they’re attending, expanding your message within your target market.
6.    Leverage your network – ask your top clients and peer network to comment and tweet about the event. Give them brief phrases they can simply copy and paste. Have them note on LinkedIn that they’re interested in attending the event. Your message will reach out into their contacts, further extending your reach even though they aren’t attending.

Once your content is perfected, events are a numbers game. The more interested people from your target market that you can attract to your event, the greater the number of leads. Social networking can get your message out, bringing participants and leads to you!

Kendra Lee is a top IT Seller, Prospect Attraction Expert and author of the award winning book “Selling Against the Goal” and president of KLA Group. Specializing in the IT industry, KLA Group works with companies to break in and exceed revenue objectives in the Small and Midmarket Business (SMB) segment. Ms. Lee is a frequent speaker at national sales meetings and association events. To find out more about the author, read her latest articles, or to subscribe to her newsletter visit www.klagroup.com or call +1 303.773.1285.

Email marketing campaigns are affordable, and can help small retailers to compete with the big boys during this essential sales period.

Retailers have to make certain that the programme will meet their defined objectives before launching any email marketing campaign.

It’s important to decide the key elements that will help their campaign stand out, what real value can be provided to their recipients – both prospects and customers. To be able to succeed in this, there needs to be combined features in evidence that cover both promotional and informational aspects of their marketing endeavour.

The programme needs to encourage a long a beneficial relationship as well as persuade the urgent purchase.

Hopefully these strategies will inspire an email campaign to engage your audience:

1. Don’t be too pushy: Loyalty is the name of the game so make sure your not pushing the ‘sale’ too hard. After all you want your customer to come back again not merely give you a quick sale. Gear your campaign to making sure your brand is kept in the audience’s awareness by creating a regular monthly or bi-monthly newsletter which has ideas and holiday offers that provide good value and not merely money off.
2. Ensure a well-rounded campaign: Make sure your promotions have all the relevant elements required to engage your prospects correctly. These are; describing your offer in the subject line, a powerful ‘call to action’, a clickable link or image that relates to your promotion and keep the text brief.
3. Extend your seasonal joy with your functioning messages: When informing your prospects and customers about operational happenings it’s in order to take the opportunity to softly promote yourself. Include mechanisms such as links to your website and/or blog or maybe a coupon or offer. Remember though, these messages aren’t principally marketing focused but a modest amount of branding is absolutely fine.
4. Choose the occasion not the day: There’s never a good or bad time to send email campaigns or best times either. So scheduling emails should relate to when your target audience are going to be more interested in their products and on the related special occasions. Your messages (and offers) need to relate to occasions like holidays, product launches even the seasonal climate or topical subjects and obviously sent in time to make sure they’re relevant.

If you need any help with ideas, planning and/or implementing your campaigns, why not contact us.

Because they are the search engines’ way of assessing how good your site is. And if they think your site is good they’ll send you lots of visitors.

The logic goes that if lots of sites (particularly good quality, high traffic sites) are linking to your site it must be good.

Also the number and quality of incoming links forms the major part of the off-site bit of search engine optimisation.

So how do you build lots of incoming links to your site? With a lot of work!

Seriously – off-site optimisation is a never ending process of generating and retaining as many high quality links to your site as possible.

here’s some ways to build high quality links:

1. Blog directories
2. Social sites
3. Coment on other blogs
4. Link from your blog to your own sites
5. Participate in forums
6. Good quality content

If there’s one thing that runs through method though, it’s the need for regular good quality information on your blog. Without that you’ll be dead in the water.

So here’s a good approach to follow:

• Make sure your site is set up properly for the search engines.
• Write good quality, well researched articles that answer questions, solve problems or provide entertainment. And keep doing it.
• Carry out the 6 link building steps set out in this article above – and keep doing it. It’s a continuous process.

It will take time to build links to your site, particularly if you’re writing in a highly competitive niche, so keep at it.

Persistence cannot be over-rated as a requirement for success. So if you need help with these strategies, contact us.

Traditional transactional marketing involved the organisation focusing all of its marketing efforts on attracting the customer for one off sales. However, customers who are loyal end up spending more in the long-term, so it makes sense to keep existing customers happy.

Attracting and retaining customers

Relationship marketing involves the organisation undertaking a number of important activities. First of all, the company must put into place tactics to attract customers. Methods used to attract customers may include promoting the product and brand, offering good quality products/services and competitive prices. Secondly customers that are attracted to the organisation have to be retained.

After all, what’s the point of all the hard work (and money) of attracting customers if you can’t retain them? Methods used to retain, may include, loyalty cards, a good customer service section, and an individual account manager if it is a large client, along with product variety and quality.

Methods of monitoring customer satisfaction

An organisation must continue to satisfy customers, but let’s be honest; it is very difficult to keep 100% of your customers satisfied all the time, one reason is because needs and wants of your customers change. So we have to monitor what is happening in our customer environment.

Methods used to monitor customer satisfaction may include:

• Focus groups
• General comments
• Online surveys
• Suggestion boxes
• Customer complaints
• Mystery Shoppers
• Questionnaires
• Personal interviews

In order to retain customers you must keep up to date with the needs of your customers.

Your customers needs don’t remain static either, they’re always changing. Adapting and changing along with these needs will help your organisation develop the relationship you want with your customers.

The benefits:

1. Increased profits
2. Increased market share
3. Increased brand awarenes

The more you focus on customers – their needs and desires – the more they’ll want to do business with you. Contact us to discuss some of the great cost-effective startegies we can introduce to grow your business.

”The only thing worse than being talked about is not being talked about”

Oscar Wilde was the master of the snappy one-liner, but unbeknown to him his words of wisdom were to prove particularly relevant, in the early 21st century, to small businesses. Several recent surveys have shown that word of mouth advertising – a personal recommendation about your product or service – is the most effective way to get people to consider what you have to offer, especially if you are relatively small or just starting up.

Satisfied customers are beyond any doubt the best form of advertising any business can get. People will always talk about a business with which they’ve had a good experience. And with the dramatic growth of online media options, social networking sites, blogs and business / product review sites can play a big role in spreading both positive and negative feedback. These are all prime locations for people to endorse a company or let off steam.

Online vs Offline

Online media is both exhilarating and terrifying in how quickly it can get a message out there. It isn’t possible to manage what people are saying about your product online, but if you are confident in the service you provide, and know that the vast majority of your customers are satisfied with it, this shouldn’t matter, and you can enjoy the viral effect of these individual recommendations. But it is important to bear in mind that an online message only reaches people one at a time, when they are sitting at a computer surfing the web.

It’s also important to remember that if you are relatively small or just starting up, you are unlikely to have so many people talking about you, so the word of mouth effect will not be so pronounced. Couple this with the fact that, as we said, online media only reaches people individually, at a computer screen, and you’ll find a catch-22 conundrum that may not initially appear to have a simple answer.

As a small business, you need to find ways to generate word of mouth beyond that coming from existing customers. You also need to ensure that your product stands above the rest in your marketplace by achieving greater exposure than the majority, being talked about because you are putting your name in front of consumers in a relevant, targeted and impressive manner.

By improving your visibility in front of potential customers it is possible to create a profile that belies your size or the length of time you’ve been in business. The best way to do this is to find ways to make your business look bigger than it actually is by quickly building your brand and giving you an ‘extra shop window’ for what your business is offering.

‘Offline’ media, such as posters and press, can increase your exposure and get your business talked about because potential customers see your message all around them on a regular basis. Billboards and press can be booked solely for your target local area, making the message you communicate through them as relevant as possible. By turning to offline media to build your business profile, you enhance the size of your company by appearing ever-present. Potential customers have more than one opportunity to find out about you and remember you as they see your name in a number of different places. Offline media is a big, bold statement, helping to build trust by making an emphatic point, which is that you have something that you’re proud to talk about and that you want to share as widely as you can, so as many people as possible can take advantage of it.

As a small or relatively new business, the ‘extra shop window’ of offline media can make all the difference. By being clever with it, you can really gain cut-through in a difficult market. Poster advertising, for instance, has traditionally been considered the domain of big brands only, but through the online service offered by Signposter.com, any small business can book the local poster or posters most relevant to their potential customers, at a very low cost. This will elevate your business name above the competition into big brand league, and create exactly the talking point that was needed. If people see your billboard then they are more likely to remember your name above your competitors, therefore more likely to pass on your details if asked.

Top tips for successful ‘offline’ promotion

And finally, let’s not forget, it is all very well to choose a poster site or a newspaper to promote your brand, but you need to use it correctly to get the maximum impact – and therefore, talkability – from it. Some good tips are:

·    Make sure you know your customers and potential customers before you plan an offline media campaign – you will need to understand them to know what media they consume;
·    Ensure that your ad is in the right place at the right time, using what you know about your customer base to decide where and when will work;
·    Make sure the creative execution you use is right for your message and will appeal to your customers – perhaps ask some of them what they think while you are creating your ad?

Be brave – choose media that you may not previously have considered and that may not be the default choice for others in your field. Many local businesses use press so it could be a good idea to look for advertising opportunities beside this

Jenny Nguyen is Marketing Manager of Signposter.com, a revolutionary online business helping SMEs plan, buy and manage outdoor advertising campaigns. Jenny is an outdoor advertising expert with a depth of experience in advising businesses on how to use outdoor media in their marketing strategies. Previously, Jenny worked as a marketing specialist advising Fortune 500 companies on best practice marketing.

Local press has been having a torrid time of it lately.  It seems that scarcely a week goes by without reports of more problems for titles and groups within the medium.  It’s also a tough time for small businesses, who are seeing their profits squeezed by the downturn while knowing full well that there has never been a more important time to shout louder than others in their field.

Given these circumstances it can seem like a very frightening time to commit precious promotional budget to a struggling medium.  But there are alternatives and now is a great time to explore them.  A service such as Signposter.com, which is a unique online service helping businesses in the UK to buy and manage outdoor advertising, offers a viable, effective, low-cost and risk-free way to build up promotional collateral free from any potential surrounding editorial negativity.

While there is no denying that local press has a role to play in the promotional mix for small businesses trying to reach consumers in a specific geographical niche, now is surely the time for local businesses to reach out, research and be more adventurous, and gain stand-out by doing so.  There are other proven effective, low-cost options – Signposter.com being one of them – that provide fantastic advertising cut-through, and right now, undeniably for less risk.

Jenny Nguyen, Marketing Manager, Signposter.com

Contributor profile:
Jenny Nguyen is Marketing Manager of Signposter.com, a revolutionary online business helping SMEs plan, buy and manage outdoor advertising campaigns. Jenny is an outdoor advertising expert with a depth of experience in advising businesses on how to use outdoor media in their marketing strategies. Previously, Jenny worked as a marketing specialist advising Fortune 500 companies on best practice marketing.