Solo Business Marketing

Which Parts of Your Business are Automated?

Shirley George Frazier — Thu, 18 Mar 2010 11:34:08 +0000

There’s a good chance that you receive questions and requests for similar information each week.

In the past I’ve sent newly-created Emails to each prospect or site visitor. How much time do you think it takes to write and send those Email responses?

Marketing-related information is added to the response, but a lot of time is spent writing something from scratch rather than automating it.

To solve this I’ve created a “Responses” folder. Each file within that folder is named according to the questions I receive most often.

When a question arrives, I open the folder and look at each file’s name to choose a response. After copying and pasting the answer, I add the person’s name within the salutation and press “send.”

There are times I feel as though this is a lot of work, and you, too, may see it that way. However, this part of marketing has turned prospects into customers more times than I can count. Canned responses send the prospect straight to a competitor, or at the least, they won’t return to you.

In the past I’ve talked about creating a frequently-asked questions area on your site to respond to certain queries, which I’ve done for SoloBusinessMarketing.com here, but you might still receive numerous Emails from people who may not see that section or simply want to speak with someone at your firm.

I’ll continue to look for better ways to automate responses and other parts of business. For now, the ability to answer quickly by typing less streamlines this task.

What areas of your business have you successfully automated?

© 2008-2010 Shirley George Frazier. All rights reserved. Shirley George Frazier is recognized worldwide as one of the foremost experts on marketing strategies for business owners who work independently. She speaks regularly at conferences, events, and meetings worldwide and is author of Marketing Strategies for the Home-Based Business: Solutions You Can Use Today. Visit the SoloBusinessMarketing.com and blog to learn more about independent success.

Three Financial Management Tips for Solo Marketers

Shirley George Frazier — Tue, 16 Mar 2010 08:03:32 +0000

I often search for money management tips from financial experts who specialize in small and solo businesses. Are you the same?

Most articles overlook our needs. However, learning about money allows us to save more for marketing purposes.

Bill Lynott, a financial adviser whose tips I frequently read, shared his advice in an issue of Specialty Coffee Retailer. Here are three of those tips along with a summation.

1. “Close that savings account.”

Interest rates are too low for your money to sit in this vehicle. Instead, place the funds into a money market account for higher interest.

2. “Never overdraw your checking account.”

You know the consequences of this avoidable problem. The fees associated with overdrafts are insanely high, so staying on top of your balances is mandatory to keep penalty monies out of the bank’s hands.

3. “…search out the smallest FDIC member bank in your neighborhood and give it your business.”

Customer service may not be practiced on a regular basis at a larger bank, whereas smaller banks tend to value your business and give you perks larger banks may not provide.

You might shake your head in agreement with these tips or, like me, you may not have considered one of more of these options.

For example, I have a very good relationship with my bank, a large institution with branches worldwide. Even so, I’m not opposed to starting a relationship with a smaller bank to leverage my options. The article has me thinking about doing that in the near future.

Managing your money not only ensures that you have more for marketing, it also lets you sleep soundly at night.

How to Turn Other People’s Presentations into Business-Building Opportunities

Shirley George Frazier — Thu, 11 Mar 2010 08:03:49 +0000

Listen to the questions.

That’s my advice to you when attending seminars and conferences.

Like me, you’re in full note-taking mode at each presentation, but the speaker’s expertise is just the beginning of the real “dish” — attendees’ questions.

Questions reveal what’s on their minds and the problems they’re attempting to solve.

The more you hear the concerns, the better your options to learn, develop, and deliver valuable content and programs.

Which problems mirror your expertise so you can turn those dilemmas into complementary products and services?

Listen to the after-question buzz.

Audiences verbalize their interest in certain topics. Their voices may be low, but in a crowded room, the sound is deafening. That’s the sign of a hot topic.

Ask other attendees for their opinions about audience questions. You won’t be able to speak with everyone, so talk with people crowded together as long as you’re not intruding.

If you’ve tried this procedure, how has it expanded your business products and marketing plans? If not, which upcoming event will be the first place you listen closely?

How to Market with Snack Foods

Shirley George Frazier — Tue, 09 Mar 2010 08:03:14 +0000

Snacks and other pre-packaged foods can easily be incorporated into a marketing campaign.

Here are three examples to help you get a new prospect’s attention or keep the lines of communication open with clients.

1. An insurance agent where I worked as temporary help purchased 100 clear containers with matching lids.

He also bought individually-wrapped sour candies, the type you can buy in bags at most supermarkets.

The agent asked me to fill the containers with candies and to also place his business card inside the box before the lid was attached. His plan was to distribute them to clients as appreciation gifts.

2. When a local chamber of commerce hosted an Administrative Professionals Day luncheon, I co-sponsored the event by creating goody bags for the 150 support staff guests. This was one of my first marketing projects when opening my business.

I chose a brown and bronze-colored bag, filling it with caramel chocolates wrapped in gold foil. Following the agent’s lead in No. 1 above, I included my business card inside each bag. The card requested that each receiver download a valuable report for their supervisors, who were my main target.

3. During the Christmas holiday, I presented my bank’s manager with a thick, square box made of chocolate. Inside the box were individual chocolates the size of M&Ms.

I placed the chocolate box, already wrapped in the manufacturer’s packaging, in a holiday tote bag and placed it on her desk during lunch break. Later that day, she called to thank me and ordered dozens of the boxes to send to her clients.

What types of snacks or food items have opened doors to new opportunities for your business?

When Problems Occur, What’s Your Plan B?

Shirley George Frazier — Thu, 04 Mar 2010 08:03:00 +0000

One of the adult schools that I’ve taught at for years mailed a notice to me stating that the spring semester is canceled because the cost of producing a paper brochure is prohibitive, thereby rendering too few enrollments to justify classes.

The letter also mentioned that school management attempted to market courses through an online resource, but it failed.

The school had to see this problem coming long ago, as printing prices didn’t skyrocket to the point of sabotage since the last semester.

I can’t help but think that another problem occurred that management need not explain to outsiders, such as the printer closing its business, leaving the school to scramble for another publishing source, or perhaps state monies that once supported them were slashed due to the recent administration change.

All of this causes me to ask you how much does foresight play in your marketing plan? You can’t peer into a crystal ball to determine the future, but if one of your income-producing products was suddenly at risk by a situation not under your control, how hard would you fight to keep it going?

Here are three ways to determine if a program is worth keeping or dropping:

What’s the product’s percentage of total revenue versus expenses for the last 12 months?

How else can you effectively promote it to clients, and how can the cost be absorbed within the current budget?

What’s product’s 5-10 year plan, and how does it fit into predicted trends?

There’s no need to keep reviving lackluster products, but if it’s a winner according to your records, you might consider finding a temporary solution while searching for better options.

How would you proceed if you owned the adult school?

A Visual Aid for the Not-So-Visual Marketer

Shirley George Frazier — Tue, 02 Mar 2010 08:03:20 +0000

While searching for insightful courses in a professional studies catalog, I saw a course based on The Back of the Napkin,the popular book by Dan Roam.

That led me to the author’s Web site to learn more.

What I found was a dynamic space and four-step tutorial on how visual teaching starts with line drawings, not artistic ability.

The first thing that may go through your mind when visiting the site is, “How’d they create that?,” but I encourage you to put that question in back of your mind for later exploration.

What’s most important is understanding how the concept:

Elevates your worth above others in your field

Assists in turning clients onto your methodology

Convinces you to include this practice in your marketing

If you’re familiar with this book, tell us how its mission fits into your marketing plan. If this is your first time learning about the book, what’s the first thing that comes to mind, after watching the tutorial, to step up your marketing campaign in new ways?

Afraid to Share Insider Secrets? Read This.

Shirley George Frazier — Thu, 25 Feb 2010 08:03:53 +0000

Each year, Costco, the warehouse superstore, publishes a new cookbook which features their products to make everyday and special occasion meals, desserts, and drinks.

Anyone who loves to cook can easily take the book to a local supermarket, buy the ingredients there instead of at Costco, and create the same meals.

Does Costco worry that this will occur when they are planning each year’s cookbook? No way.

They continue adding value and loyalty for each member through this meal planner.

What value-based service have you decided not to create because clients may take your advice and go elsewhere for help?

There are three reasons why this rarely occurs:

Clients value their time and don’t want to duplicate your process.

They will retain very little of the knowledge you share.

Customers seldom defect after you’ve proven your worth.

If a huge, successful warehouse can share recipes with products that can be purchased in alternative stores, strengthening their relationship with millions of members, you can put your paranoia on hold and share a few secrets as part of a how-to brochure, case report, or Web site frequently-asked questions section.

What type of information will you create and gladly distribute now that you’re ready to proceed?

Why Your Presentation May Decrease Revenue

Shirley George Frazier — Tue, 23 Feb 2010 08:22:07 +0000

Have promotions for products or services failed for reasons unknown to you?

Perhaps it’s because of your inflections and posture when attempting to persuade prospects to become clients.

The best way to learn if there is a disconnect between your call to action and revenue is to ask for objective feedback from people you trust.

What is their impression when hearing your voice or watching your face?

In the case of video, you may be able to hire a spokesperson with a persona that bonds with viewers. A specialized coach can be extremely supportive in your quest to be convincing and persuasive on stage.

You may not be able to objectively critique your own presentation. Ask someone else for support to strengthen your brand and increase sales.

Helpful Business Tips that Strengthen Your Marketing Plan

Shirley George Frazier — Thu, 18 Feb 2010 08:03:10 +0000

You may not realize that The Wall Street Journal’s Web site includes a How-To Guide Small Business section.

It’s separated into categories with articles about franchising, funding, technology, and other topics.

While there’s no section available solely for marketing, there are tips for adding product barcodes, protecting your ideas during a sales pitch, and more.

Review the site for information to strengthen your business from the inside so that your marketing focus stays strong.

Why Distributing Your Own Press Releases is a Smart Option

Shirley George Frazier — Tue, 16 Feb 2010 08:03:32 +0000

Years ago several online firms in the press release distribution market competed for our attention.

These firms stated, on their Web sites, that when you submitted a release through their services, it would be distributed to numerous media.

The same release supposedly received more attention and expanded distribution if you paid a fee (it’s unlikely that a fee brought you more exposure and/or fame).

Do you remember these companies, firms that may still be online today?

I made a habit of sending my news through these services until I realized that my press releases were better marketed on my Web site in a separate section where keywords helped generate high search engine optimization, a task I highly encourage in chapter four of Marketing Strategies for the Home-Based Business.

If you ever used the free distribution services, you may now find your press releases scattered on random sites that use the content to generate passive income, such as one I recently found through Google Alerts about a video I created in 2005 for the gift basket industry.

My point here is for you to rely on your own press release distribution as much as you consider other means of promotion, and be careful about who you pay to spread the message. Free sounds good, but it usually gets you nowhere if you’re serious about marketing your business.

Solo Business Marketing

Which Parts of Your Business are Automated?

Related posts to support your marketing:

Three Financial Management Tips for Solo Marketers

Related posts to support your marketing:

How to Turn Other People’s Presentations into Business-Building Opportunities

Related posts to support your marketing:

How to Market with Snack Foods

Related posts to support your marketing:

When Problems Occur, What’s Your Plan B?

Related posts to support your marketing:

A Visual Aid for the Not-So-Visual Marketer

Related posts to support your marketing:

Afraid to Share Insider Secrets? Read This.

Related posts to support your marketing:

Why Your Presentation May Decrease Revenue

Related posts to support your marketing:

Helpful Business Tips that Strengthen Your Marketing Plan

Related posts to support your marketing:

Why Distributing Your Own Press Releases is a Smart Option

Related posts to support your marketing: