Back-To-Basics Marketing Revives Slow Sales

When SME (small, medium enterprise) businesses experience slow growth or lack of customers, they look for radically different places to find customers. Some will begin attending chamber events, others place ads in papers, try radio or worse – get pushy. The problem is they are using outbound marketing not inbound marketing. Outbound marketing is blasting “hey look at me” on every channel or media to which you have access. (Sound familiar Twitter and Facebook users?) It flat out doesn’t work and makes you look desperate. The very best way to maintain a steady stream of customers and revenue is through effective inbound marketing.

Customers In Your Backyard – The shear number of businesses that don’t mine their past customers is staggering. Past customers have already experienced your products and level of service. Why wouldn’t you look for them to buy more or at least refer you someone else? (Okay, Realtors and mortgage brokers are not in the best position to mine referrals.) It’s never too late to start a customer appreciation campaign. It doesn’t need to be complex or costly, just consistent. Based on your product or service, determine a good interval to touch your past clients at and do something – anything!

Prospects Over Your Fence – Regionally, you must have a few competitors. Who are they missing? You know who your existing and past customers are, so you can comfortably include them. But, is there a regional need based on current community events that no one seems to be capitalizing upon? I find it much easier to create a feel-good scenario in my own community. Realtors and insurance brokers are an excellent example at this. Can you align yourself with a cause or community group that also fits your target audience? Then do it. (It may even be tax deductible.)

Generally speaking, businesses tend to look way out there when things start turning bad and they really need to circle their wagons instead. Go back to basics and revisit that which brought you success in the early days. If your product is a good value and well targeted, they will most certainly welcome you back with open arms…and wallets.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG fully embraces and encourages a the flexible workforce model. You can sign up to receive her bi-monthly Lean Business Solutions newsletter at www.paulapollock.com

Small Fish In Your Pond? Change Ponds!

Often during consultations prospects say, “I want to break into this particular geographic market,” or “I want my competitor’s share of the XYZ market.” Those are great goals to have – eventually. However, these statements tend to come from companies who haven’t really registered consistent profit over the past year. Just like global warming has changed some ecosystems, competition and economic challenges are screaming that we need to adapt, too. When a species in the wild is threatened it either adapts or dies off. You need to plan for market adaptation and business evolution. If there isn’t enough “food” (business) for you because of competition or location, look for another source.

Take a Tip From Darwin – Even today, species are adapting to the climate changes we humans have set in motion: jellyfish are taking over coastal areas, native species are being choked out by invasive ones and others are on the verge of extinction. Are small businesses any different? Look at your ecosystem. Has it changed? What are your competitors doing to adapt and evolve? Are you still waiting out the economy? If you are, you could be going by way of the Dodo.

How Big Is Your Pond? If you aren’t the biggest fish just one of the school, you need a new pond. That could be niche marketing yourself to another untapped audience or changing the way you do business that makes you unique in your current pond. Enterprise Rent-A-Car is an example. They will deliver the car to you. They don’t offer anything more or less than their competition except that. For someone who cannot get a ride to rent a car, they are the number one choice.

Find New Places To Feed – Sometimes it’s not your product or service that is stagnant, it’s your ego. Business owners get in their own way SO often. They don’t try to go after certain markets because they are afraid they will look foolish. How do you know? And, would it really matter if you found a great new market? That’s the real difference between successful businesses (and successful marketers), they are not afraid of trying something a little wild or unique to break through. It only takes one great hit to get you into a spotlight. Where are you NOT trying to get clients because your ego is in your business’ way?

This entire post is about ego. The decision to try or not to try new things falls to the owner or decision maker. If you don’t have enough clients now, you need to muster up the courage to change something – either in your product or in your targets.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG supports business marketing at all levels from DIY, short-term projects and campaign corrections. You can sign up to receive her bi-monthly Bite-Sized Marketing Tips newsletter at www.paulapollock.com

Take Huge Leaps – Find Yourself a Change Agent

The term “change agent” is often used in the corporate world to describe someone either tasked or known for making big things happen. Funny how the corporate world says they want change, but tend to serve up these “change agents” up as sacrificial lambs blaming poor earnings and morale on their choices.

The fact is, change is the only way to grow in our rapidly changing world. Only a few years ago just a handful of people used Facebook and Twitter. Now, it’s a standard social media strategy. Change agents are the best weapon SMBs (small medium business) have to make colossal leaps in their business. Not only do they win by outsourcing some part of their day, but they delegate to a specialist who focuses only on making that part of their business exponentially better.

Types of Change Agents – In the SMB world, change agents come at all levels. They are classified less by size and position, and more by confidence and skill set. In the outsourcing world, change agents always push you beyond your comfort zone and aren’t shy about making suggestions. They bring fresh ideas to their clients regularly even if many ideas aren’t used. They know that each client’s risk tolerance is different.

When NOT to Hire a Change Agent – You shouldn’t hire one of these dynamic people if you identify with any of the below statements:

• That sounds risky – I can’t try that;
• I already know a lot, rarely is anything really new to me;
• Contractors are best for implementation I don’t want to do;
• I just need to take a class on that and I can do it.

Signs You Need a Change Agent – Here are some telling signs from my own experience (and from my client’s mouths) when it’s important to find a change agent level contractor:

• Changes in your competitive landscape;
• New markets you want to approach;
• I can’t afford to babysit a contractor. They need to just run with it;
• Clients don’t know our business exists or they would use us;
• I have so many ideas/projects to attract more clients, but I’m too busy working in my business to get started.

When Regular Contractors are Fine – There are many repetitive tasks that are best done in a maintenance-mode. Just like you, there are some tasks that it’s simply cheaper to delegate. Good outsource professionals have these people in place for you. After they develop the functional part of your work, they are no longer cost effective to do the implementation. Look for professionals that have your exit strategy in place from the start.

2 Steps Forward, 1 Back – Many SMBs, in an attempt to save money cut ties with their professionals prematurely. They don’t realize the full value of the original engagement. In the case that they agree to transition implementation to their staff, it’s wise to reconnect occasionally with the professional to stay on course. It’s similar to a pilot checking the radar to keep the plane on course to it’s destination. It’s hard for business owners to manage that function once they move onto other projects.

Change agents are an effective addition to any growing business, but it’s wise to find someone that you can relate to well. I recommend “dating” first with a small project or spend time “lurking” on their mailing list or blog to better understand their philosophy. Change agents usually maintain a strong preference towards a particular type of client. If their words and deeds don’t match up to your needs, keep looking.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG fully embraces and encourages a the flexible workforce model. You can sign up to receive her bi-monthly Lean Business Solutions newsletter at www.paulapollock.com

Working From Home without Distractions

Starting any business usually begins at home. Sometimes it’s a spare bedroom, a corner of your family room or even very profitable garages in Palo Alto. The problem is how to keep momentum for your business when “life” is surrounding you: dogs barking, kids yelling, spouses wondering if – you have a minute. What’s an entrepreneur to do? After your idea becomes a business, you can no longer fuel it on adrenaline and Red Bull. You need a plan to insulate yourself from your family, friends and neighbors that commands respect without being a jerk.

Business Hours - If your business has actual hours, this becomes “Daddy is busy” time. The biggest trick is you must enforce it as much as you want them to respect it. If each time you hear a battle for the Wii ensuing you come out to investigate, you aren’t setting boundaries. If you let your spouse or neighbors drop in and chat, you aren’t setting boundaries. “But that’s one of the benefits of working from home: you get to be available for everyone.” Yes, that is an enticing part of the home office. But, did you engage in every conversation with every person at the office? Then you probably weren’t very productive. When you were an employee, you got paid something even for socializing. Not so for the entrepreneur. Guard your time as money because that’s what it is.

Office Location - When people have a home office just to pay bills, check email, etc. it is completely fine to locate it centrally for the entire family in the kitchen or family room. When you have a business to run, you need to locate yourself away from the family frenzy: a spare bedroom, perhaps. A door is a very important feature for this room. (Your CPA will agree if you are taking a home office deduction on your taxes.)

Timing is Everything - Like work, families have certain times when everyone is home, loud and active. Given you pay any attention you should know when that time of day is. You probably know the times of day you are most productive. If those times clash, relocate yourself during those hours. Wifi and laptops make this ideal. For instance, I write post like this best in the afternoon when I’ve finished my mission critical client work. However, my house gets loud and crowded around 3pm. I relocate my office to a local cafe with wifi and I write with a cool drink and only the occasional dog looking for a scratch. The regulars are busy by now and the place is mine.

Music Soothes The Creative Beast - Or, at least insulates you from the chaos. When I cannot leave for the cafe and the noise level is bad, I close my office door and put on my headphones. I’ve created a playlist on my iPod that’s perfect for creative writing. I can’t hear them and they can be as loud as bombs. This is handy when you get to the cafe and find it too noisy to be productive.

Anyway you look at working from home, self discipline is the first step. There will always be someone or something vying for your attention: kids, laundry, neighbors, etc. How you guard your time is the most important element to success. Remember: time is money.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG supports business marketing at all levels from DIY, short-term projects and campaign corrections. You can sign up to receive her bi-monthly Bite-Sized Marketing Tips newsletter at www.paulapollock.com

Are You Delegating Enough to Grow?

Delegating and outsourcing are similar concepts: both involve off-loading projects you usually manage to someone else. Usually the decision is made because you:

• Don’t have that particular skill needed;
• Are too busy; or
• The value of your time is worth more than what it costs to task someone else with it.

Most businesses know that delegating/outsourcing is the best way to grow their companies, yet they tend to ‘freeze up’ when they think about what it will take to delegate their project. You’ve probably fallen prey to this yourself thinking it will be faster if you simply do it yourself. That kind of thinking will never get you moving forward.

Create an Operations Manual - Just like when you buy a new car or appliance there is a manual that helps you operate whatever it is. Your task is no different. Basic task delegation requires you taking a few minutes to list how you perform that task. You must assume the person knows absolutely nothing. Yes, it takes time but if you create a thorough list you will have a better experience and less disappointment.

Goals & Milestones - Even if you fall into the first group above – not having the skill needed – you still need a plan. Consultants and free-lancers fall into this category. Often, consultants are so eager to get your business they forgo asking the hard questions up front fearing they will frighten you away. Trust me – if you are interviewing consultants and they don’t ask for you task list in some capacity, find someone else.

I often have exploratory calls with prospects and send them away for months until they have their thoughts together. Occasionally, businesses want me to get their systems or strategies in place and then have their assistant implement the work. The only trouble is they don’t tell me this straight out. You must be honest when interviewing consultants and professionals. It’s similar to hiring a contractor for a remodel thinking you can decide on details later. Change orders are expensive in any industry.

It is worth repeating: delegating and outsourcing are the keys to high performance businesses. If you are overwhelmed by the time it will take to prepare for and manage your consultant, it’s probably the wrong consultant. The good ones have systems in place to provide you with regular updates on their progress and hours. Ask the hard questions, but be prepared for some of theirs, too.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG fully embraces and encourages a the flexible workforce model. You can sign up to receive her bi-monthly Lean Business Solutions newsletter at www.paulapollock.com

Does Your Business Have Love Handles?

Summer bar-b-q’s might be your excuse for those “love handles”, but what about your business?  That plump middle, is probably taking away from your bottom line.  Thin is in – even in business.

Get to High Ground – There is a tsunami coming in the form of rapidly changing business models. It will not discriminate. No matter what size your business is you need to address staffing and expenses now. Large corporations have been making these changes very publicly. Toyota is lauded for it’s lean manufacturing model. Ryanair is constantly pushing the envelope of the lean services model. And, all of us using computers have experienced the dwindling customer service aka “lean model” when you have a problem. Not all lean models are good for business.

The mid-market business has the most to gain from wisely integrating a lean model. That doesn’t mean skimping on service or quality. These are areas that can be created with growth or phased in over time.

Flexible Workforce – You can make great outsourcing decisions for almost all your talent needs. Outsourcing is not synonymous of off-shoring though many only hear “jobs going overseas”. Not necessary or true. Sourcing flexible, cost effective talent is the greatest place for mid market businesses to gain on their larger competitors. Many baby boomers aren’t able to fully retire, but they still want the retirement they envisioned. Some are already consulting in their area of expertise.

Expense Reduction – Based on the current cost of full-time employee benefits, simply moving to a contractor model will save you 25-40% of that position’s salary. (Boston Business Journal) Time value of money is another area where companies waste. Why are highly compensated staff doing tasks that you could outsource for half the cost? Or, perhaps you are trying to do something you know you shouldn’t do to save money (like marketing direction!) that given outsourcing would save you even more money overall.

Project Control – It may seem counter-intuitive, but you will have more control over projects awarded to contractors. Employees know it takes a lot to fire them these days. Contractors usually under promise and over deliver. Plus, you have the luxury of trying them out on a small project first. Most professional consultants, contractors and freelancers have much more detailed status reporting than your employees will ever volunteer. E.g. I use a transparent online system that lets my clients login 24/7 noting progress on any project. Other reputable professionals do the same.

The lean model will only grow over the next decade. Smart contractors will niche themselves to service industries, market segments and geographies. When realizing the need for expense relief or new talent, detail your task list and start looking for contractors. Be open, though. Often, what you think you need can be bettered by a professional that lives and breathes in that space.

Paula Pollock is Director of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG fully embraces and encourages a the flexible workforce model. You can sign up to receive her bi-monthly Lean Business Solutions newsletter at www.paulapollock.com

Deadhead For Prolific Marketing Campaigns

Some of you are already thinking, "What in the world does the Grateful Dead have to do with my business?"  That’s not quite the kind of "Dead Head" I was referring to. Actually, the analogy was regarding the practice of clipping away the spent blooms of some flowers to get new ones: also known as deadheading.  It occurred to me that small businesses rarely deadhead their marketing so it produces more. They tend to send out a campaign and then leave it the same forever.  If you do that with your roses or geraniums you will have a lot of leaves and few flowers. If you want your good marketing strategies to become great, we need to borrow techniques from successful gardeners.

Only Cut Off Whats Dead - Often, we take the entire campaign and pitch it feeling that it wasn’t performing well enough. Take a look at it objectively. The graphics may be good, but the copy is off. Or, you’re using for the wrong purpose and audience. E.g. If you leave stacks of brochures, consider who will be in that location and why. Your cover is the most important part. If it’s one of those all-about-how-great-my-business-is they are probably collecting dust. Just change the cover, don’t ditch the brochure.

Reposition For Optimum Sun Exposure – Using the brochure example, perhaps it’s not being placed somewhere with enough traffic. If you have been reading my past postings and have done even the slightest amount of tracking/testing, you should know which venues convert best. If you are being found on Facebook, maybe it’s time to move your brochure online where prospects are already finding you. Don’t let the medium scare you. If the brochure is good in print just lift some copy into a Facebook note or onto your website and voila – instant online brochure.

Fertilize For Vigorous Growth - When your campaign yields good conversion the way for it to become great is for those conversions to become new clients. Those new clients need to be pampered and finessed for more business. Just like our flowering plants some are prolific and others could be given the right attention. This pampering can be in the form of thank yous, special offers, referrals for their business. Plan ahead for a successful engagement.

Tend to Plants When Dormant – When one growing season is over you need to protect that plant so it returns with vigor the next season. Clients are no different. I often hear, "Once I’m done with that job, I have to go out and find more." Well yes, you always need to be prospecting. But if you have a long term plan for your past clients you should be mining referrals and new engagements.

One campaign can yield bushels of fruit if you tend to it with care. Approaching your marketing campaigns in this way is respectful and provides you tremendous opportunity to create amazing customer experiences – the kind people tell others about. Plan a fruitful campaign.

Do You Have A Business Buddy?

With all the kids in my area going to and from camps, I have to complement the buddy system.  You know it, right?  Camp counselors pair kids up and they sort of watch over each other.  It got me wondering why more business owners don’t use this.  Sure, we have friends who might listen to our issues but can’t entirely relate.  And, most attend at least one peer related event regularly to network or learn.  However, a true business buddy is a hybrid of these two that can be invaluable to your success – both business and personal. Here are telltale signs of good and bad buddies.  Review your close comrades and see if they fit the bill.

What A Good Buddy Is Not

• 100% Devil’s Advocate - I have two of these in my life (not counting my MIL).  They are extremely left-brained and think they are helping by always finding the negative in any idea;

• 100% Cheerleader – I have one of these.  This person has no clue what I do for a living yet is a huge fan of everything I do.  This can be great when I need a boost, but his constant perkiness isn’t productive.

• Spouse – They are way too close to be objective.  They have far too much interest in the collateral damage surrounding a risky idea.

• BFF - Best friends are great for non-business related discussions.  If you rely on them for advice, they give some, you follow it and it fails – your friendship suffers.

• Competitors – Industry peers are great for commiserating, but would you really want to share your latest brilliant idea that could end up on their website tomorrow?

10-4, Good Buddy

• Business Person Serving Your Same Target Audience – They will be familiar with some needs of this audience based on their own experiences.

• Peer/Competitor Serving Another Geographic Area – If you only work in a specific location, you can buddy up with friendly competition and compare strategies.

• Slightly Right of Center – Being right brained is a great feature for creativity, but it needs to be tempered with practicality to be truly helpful.  Left-brained analytical types tend to need lots of facts and you might just not have those when you want to bounce that great new idea off them.

• Optimistic – Pom-poms are not required, but allowing you to dream and being enthusiastic is infectious.

Be on the look-out for a good business buddy. Where mastermind groups generate ideas and solve problems, buddies are there when the important check you need to balance your month doesn’t arrive and when you have an amazing new idea for a product expansion.  Their support can get you through the best and worst of times.

Paula Pollock is Director of the Pollock Marketing Group.  She operates on the principal that all businesses deserve affordable marketing assistance to convert leads into sales. To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” sign up at www.paulapollock.com

5 Rules to Summer Networking

My family already has a full calendar of summer gatherings: birthday parties, swim parties, team BBQs and families just catching up now that it’s summer. We all tend to socialize more casually in the summer and business is the same. Fewer formal networking events are scheduled and get replaced by wine tasting events, community fairs and golf tournaments – my favorite! 

Don’t be lulled into submission by those bottomless margaritas – networking is ALWAYS taking place, even at the most casual events. Here are 5 Simple Rules to Summer Networking:
1. Keep business cards with you at all times;
2. Also keep cards in your golf bag, softball bag, picnic basket;
3. Give some to your spouse;
4. Adjust your elevator pitch to a more casual tone, and
5. Have a way to follow up planned in advance.

Number four needs to tone down from the introduction you’d use at a conference to one that shares what benefit you provide to your best clients. E.g. I might simply say, “I help get businesses more clients,” vs. going into the quick-pitch about my consulting firm. Yawn. The first is casual, fun and could prompt conversation.

Number five is completely based on the interest of the person. If they are remotely interested, you can offer to send them your monthly newsletter or an article you wrote that they might find helpful. Remember, it needs to be something they consider valuable.

Go out and enjoy the summer, but be sure to watch for those casual opportunities to connect with potential clients and opportunities.  And if I’m around, I like my margarita on the rocks.  Cheers!

Paula Pollock is Director of the Pollock Marketing Group.  She operates on the principal that all businesses deserve affordable marketing assistance to convert leads into sales. To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” sign up atwww.paulapollock.com

Generate Leads from Your Hammock

Ah…the lazy days of summer are upon us and our thoughts leave the office regularly in hopes of getting outdoors for a favorite pastime. ”Everyone is on vacation,” your sales staff says.  You might be inclined to agree, but in all honesty this is THE BEST TIME to get in front of the boss.  The opportunities are here if you can change your mindset to focus on the possibilities.  But, you don’t want to be the only guy dialing for appointments indoors while your team is enjoying lunch al fresco, right?  Neither do I.  My office is 50 steps from a glorious swimming pool with a shaded cabana and I can see the golf course from my office window.  So do what I do…generate leads automatically with great systems. Here are some you might be using, but not taking full advantage of all the features.

• Email Newsletters: If you already have an e-newsletter of some sort, you are wise to keep it going.  It’s tempting to think no one is reading during the summer, but in fact they have even more time now.  Give them something juicy and fun! Does your service have autoresponders? Most do, so get as many as they allow set up.  You don’t need to torment people daily, but if you give them a special offer or an unexpected report they will be sure to remember you.
• TweetLater: If you haven’t discovered TweetLater, you haven’t been reading my blog.  It is my favorite automatic system.  I use a series of drafts that I reuse throughout the day.  Sure I reply and Tweet when I’m online or stuck in line somewhere, but this provides my followers fresh information from me.  Remember, use the 80/20 rule for information versus offers.
• Direct Mail Campaigns: Set up these series in advance and let the mailing company or your printer do the rest.  I love these in the summer. People often take a stack of mail to the pool or on a plane. What else do they have to do? Give them something better than shopping in SkyMall.
• Summer Promotional Items: You know that everyone will be looking for sunscreen, bottle openers, coolers or insulated tote bags these next few months.  Make sure your logo, call-to-action and your contact information are prominently displayed.  Don’t skimp on quality. You certainly don’t want your product in the trash after one use.
• Sponsor Fun Events: If you’re a golfer, sponsor a tournament and make yourself known there.  Have something in all the gift bags. People love free stuff. If you are a sports enthusiast of any kind there must be something in your area that everyone attends.  You might be late for this year, but this is the time to size up how well the sponsors are promoted at this year’s event.  No better time to get on the promoter’s radar than at the event.

These are just a few, but they will get you thinking about ways you can generate leads while having fun this summer.

Paula Pollock is Director of the Pollock Marketing Group.  She operates on the principal that all businesses deserve affordable marketing assistance to convert leads into sales. To receive her quick-read, weekly marketing tips and her Special Report, “7 Client Attraction Secrets That Will Double Your Income,” sign up at www.paulapollock.com