“Personally I have had great success with Twitter promoting and building brand awareness, resulting in a 40% increase in revenue. While twitter itself isn’t very effective unless your messages are interesting, used in conjunction with Twitpic, Twellow and other Twitter based directories, it can be very effective.” Owner, Graphic Design Consulting.

“If you use Twitter for business, you must commit to holding conversations and provide valuable/interesting information for your followers. If you try to sell anything, don’t be too pushy. You should establish yourself as a thought leader for your company. Hubspot is a good place to also do this. “ Social Media director, FizMartin, Inc.

“You need to build conversations and not be a voyeur. By participation you get to see a person, not a company or faceless business. It’s all about marketing to people individually, together.” Social Media @ Sky Bird

“The most important part of Twitter is too LISTEN, but also come to converse and share ideas.”Bookcoaching.com

“I originally was a Twitter hater, but over the last few moths I’ve become a twitter convert. For our members (who own medical spas) it’s been very effective way to communicate specials directly to customers. For me it’s been a great way to see what’s going on NOW.” Social Media Marketing

“Many of my customers just want to jump into the twitter arena and not really participate. Some businesses just naturally do better than others on Twitter. We can do postings for those companies that want a presence with some success, but the real value and benefits are revealed when a company embraces the technology and participates.”

Market Insights, LLC.
My Best,
Kathy Kane
Market Insights, LLC

Next, decide how many party tickets (revenue goals) need to be sold to make this blitz a success and how many calls need to be made to reach this goal. Rule of thumb, 1 in 20 usually buy, so maybe you need to sell 10 additional tickets… so you need to make 200 calls. Calls can be made on the phone or in a geographic location to make it be cost effective. One person can make about 10 worthwhile calls an hour on the phone. One person can make about 20 decent outside calls a day in a given geographic location.

Then, set your agenda. Example: Day 1- telemarketing calls for business and to set appointments. 5 hours of phone calls should generate 100 leads. Day 2- Assign 20 outside calls per team and if you have 5 teams you will make your quota of a total of 200 calls. Each appointment, telephone call or cold call should have a report that can be entered into a data base including phone, address, email and web site of companies visited.

After the blitz you should have a recap report that details total number of companies visited, total revenue booked, total potential new clients, total calls not interested and total cost of the blitz. You should also be able to build a relevant email list or mail list with this updated information. This is a good old fashion way to get in front of new potential customers quickly and effectively with purpose and personal contact. See if it may work for you! Happy Blitzing New Year!

My Best,
Kathy Kane
Market Insights, LLC

• Why do I belong to the Chamber and the Business Association and the Rotary and the Marketing Association and the Network Groups? I belong for a number of reasons. Sure one of them is for more business or for referrals. But other reasons include how do they promote my business, how do they give back to the community and how will my association with them increase my value to clients.

• Of their benefits, what is the most beneficial to me? I join some groups for the listing in their directory or link on their web site or email blasts they send for me or for the networking or because what they are all about, is what I am all about.

• Have I joined a committee, leadership role or sub group? Why join a group and then not get involved? Yes, some do it for the benefits listed above and that is also fine, but I have found that you receive the greater rewards when you give back by becoming actively concerned about the group.

• What have I done for the group? I know and love marketing and that is usually what I find giving back to my groups. Find your talent and give it!

• What business has this group brought me? I have found by using this process, I naturally get more referrals and business just by showing up to events. It is truly a givers gain theory.

• What does the group do for the community of businesses? This is important to me because what the group does outside the group should be encouraging new business and developing community spirit to bring more members and business to the association.

• How much are the dues and what amount of business will it take to break even on membership? If you charge a $100 hour and the dues are $100, it really is a no brainer to join the group. If you get one new client, it is worth it.

• Do I track members of the groups and make sure I am touching base when appropriate? Once you start meeting members are you making yourself familiar with them? Are you touching base in an email or on facebook or stopping to shop in their store? Meet, greet and grow!

I do not join a group unless I can give back to that group. I do not join a group unless I know I can commit a portion of time to the group. I do not join a group just to “get” business. If it adds value to the community and business in general, it is also a good reason to join. Not all members can participate. As with most groups there are the handful of folks who move the associations forward and the other members who also have an important part of sustainability by just paying their dues. Wouldn’t it be a more valuable association if everyone used this checklist to drive their group in a positive direction?

My Best,
Kathy Kane
Market Insights, LLC
P.S. If your current membership isn’t working even after doing all the right things, then it is time to focus on another marketing venue.

#1: No one is reading your blog.
The world is not waiting breathlessly to hear what you have to say about unless you truly think about what’s in it for them? I try to write only what others can benefit from, not what my opinion of the day is.

#2: You’ve got to give (some of) your best stuff away .
The answer to the first question is “why should anyone read your blog?” is that you’re going to give away some of your best, most valuable, most life-improving material away for free, within a well planned marketing strategy.

#3: Social media just like face to face networking does not like selling.
How many followers have you blocked because they continue to post the same message without regarding to how it remotely relates to you? Stop selling, it’s a new market be real, to be friendly, and relate how they can use your information

#4: It will command your life (if you let it).
With social media you’ve got to keep yourself focused, and set a timer if you have to. The tools are amazing, but so is their power to distract you from what you’re trying to accomplish. I set up a month at a time, post it or tweak it but no more than 20 minutes a day.

#5: Listen! What they have to say is much more important than what you have to say. Your marketing might be beautifully executed. You might have a special report that get massive exposure, maybe, a great-looking blog that hits the search engines daily and an email marketing campaign that provides killer results. Treat people right, because if you don’t, you will be exposed. And remember the downside of being out there is anyone can say anything they want about you.

#6: You need to join the conversation.
The conversation will happen with or without you. You definitely don’t need to respond to every Tweet or post (and you shouldn’t), but you need to re-tweet, respond and know what is being said so you can pro-actively take action when you need to.

My Best,
Kathy Kane
Market Insights, LLC

Here are 5 tips to keep in mind to make your free or inexpensive speaking career pay off big.
1) Get referred
You can create your own workshop events, but it is also good to approach groups and offer to present great information to their clients and networks. The key here is that you have a topic that is very hot and seen as very valuable. This is not a sales presentation, it’s an education and value add tool.
2) Make a deal with the sponsor
Make it known that you have no intention of selling, merely informing. This approach raises the value of your presentation and gets you what you need as a lead generation opportunity. If you over promote, don’t expect to get asked back, if they won’t allow you to acquire leads, don’t bother.
3) Educate like crazy
Don’t be afraid to give away all of your secrets. Some folks suggest you should just tell them what they need, but not how to get it done. I don’t agree. If you tell them how, some may think they can do it themselves, but those who really want what you have will realize through your specific details, how tos, and examples that you do indeed possess the knowledge and tools to help them get what they want. Educate and you won’t have to sell! I’ve found my best clients want to get the marketing job done, but don’t want to do it themselves.
4) Collect those addresses
In some cases people will rush up to you after a thought provoking presentation and ask how they can buy, but, in case they don’t, make sure you give all attendees a valuable reason to share their contact information for the purpose of follow-up. You can offer them the slides to your presentation, a free resource guide related to your topic, or a more detailed report based on the topic, in exchange for business cards. If you don’t have this preplanned you’ll find you won’t get a second chance to wow these folks. Of course, I hope it goes without saying that you should also have a follow-up process. This is the hardest part for me but I found if I plan the following day to have the emails input into the database, they automatically get integrated into the monthly email process.
5) Simple call to action
When I first starting speaking in the manner I’ve described here, I would pour my heart out, mindful of not selling, and then come to the end and there would be this awkward moment when I knew people wanted to buy something, but I didn’t have an offer. Well, I quickly learned that didn’t serve either of us very well. If you provide great information and a clear road map to solve someone’s problems, you’ll often find them wanting you to reveal how they could take the next step. Every audience or speaking engagement will present this opportunity, but tell your audience right up front you’re going to give them great information and tell them at the end about what you do. Don’t risk tainting your wonderful information with a sales pitch, but don’t leave those who want to buy without an option either. The most exciting results come the day after the presentation when I receive phone calls from folks requesting an appointment, no further marketing necessary.

My Best,
Kathy Kane
Market Insights, LLC

The number of ways to sort your customers really depends on the needs of your business. Here are just a few of the ways you can segment your most profitable customers:

1) What do your best customers have in common? Are they in a common industry? Do they seem to have the same role at their company? Do they face a similar problems or challenges? Similar buying patterns? How does your service help them? Do they belong to similar clubs or charities? Do they have the same interests, attitudes and habits?

2) How did you attract your top customers? Website? Advertising? Conference? Networking? Cold calls? On-line Newtorking? Referals?

You may be surprised at the results! Once you’ve divided customers into sub-segments, consider the implications for your marketing strategy: Make sure your initiatives are aligned with the profile of your best customers!

My Best,
Kathy Kane
Market Insights, LLC

Be the “Person in the Know”. When networking, really listen to the services others provide. Educate yourself on what and who is out there and be ready to link people with what they need. If you become the “go-to” person then you’ll be remembered as helpful and willing and will be first in the minds of people when it’s your service they need.

Specialize. I know you want every piece of business out there. Why not there is profit in numbers. What is your niche? What do you do better than the competition and make that part of everything your business does.

Be Kind. Seems kind of a silly reminder, but there are some owners who just talk doom and gloom. Who wants to do business there? If people LIKE you they want to do business with you, and they will find ways to do business with you one way or another. Find something positive to say whatever the conversation.

Tell a Good Story. Don’t ever, EVER, tell someone your job title when they ask what you do. Boring! One time I introduced myself as “Hi I’m Kathy Kane and I’m full of it. That is Full of business ideas!” I have also referred to myself as an “Idea Implementor” which leads to great conversations. Whatever you are good at, think of a creative way to express it so it sticks in the memory of your potential clients.

Show Up. Facebook, Twitter, Biznik, LinkedIn, BNI, The Chamber, Business Associations… they can all work but you’ll only get out what you put it. So be consistent, show up regularly, get to know the members and take an active interest in what they do. And do this for months and years, not weeks. Show up when your business is slow, and especially when your business is busy. Only then will you reap the rewards of networking and self-promotion. Actively participate, volunteer your talents and see what happens.

Self-promotion is all about showing up and not being selfish with the knowledge you have that can help others. Know your strengths, be willing to help and friendly, and you will find success!

My Best,
Kathy Kane
Market Insights, LLC

-Make sure it’s permission based! Do what you have to collect them yourself through events, points of sale, facebook contests ect.

-Double check the field address- Does it come from a “real person” Or does it look like spam? Even if you have to forward email to another account, make sure it comes from a person with a name “not info @.”

-Subject line…Is it interesting? Avoid spammy words like hello, hi, sale, only for you, opportunity.

-In the message- Is it interesting? What’s in it for them?If the list knows you, how do you remind them it’s their group? Do all the links work? Did you spell check?

-Is it easy to read? Is it well designed or will you use plain text?

-Professional. Are you using their template and your logo? Are the colors and pictures appropriate for your message?

-Reporting…Make sure you are viewing your reports to see who opened your mail, who bounced and if recipients are clicking thru to your links. Make sure to track your results.

-Video friendly- make sure your link is easily downloadable. Do not send video files, they jam up email boxes and you will not get downloads.

-Keep up on the latest techniques. The rules are always changing, make sure to correct, inspect and inject new ideas as you go!

My Best Regards,
Kathy Kane
Market Insights, LLC

In each category, take some inventory and get working!
-Do you have an introduction postcard or a series of product/service offerings?
-How many letters do you have prepared and what kind do you need for your business?
-What kind of cards will you be sending prospects? Birthday, thank you’s, reminders or others?
-What kind of e-blasts do you have on hand? These should be 8 1/2 X 11 graphically appealing pieces that can be used as an e-mail promotion or for a personal sales call.You should also create flyers that include industry “tips”. These are great to use as a quick ebalst or to use if you give presentations for your company.
-Do you have a generic press releases about your business? Keep it in your toolkit for quick access when you have a story insert it and get it distributed.
-Do you have generic ad copy in case you need to place a quick community ad? Don’t have one? Get one! Or better yet create a series of ads promoting various areas of your business.
-How about a company video? More and more decisions are being based on digital experiences with business. Considering making a company video or series of videos that you can use within your web site, e-mail campaigns, press releases and more.

Collect all these items up and store them in your marketing toolbox binder. Make a list of all your inventory and for each new market you are prospecting decifer what items from the “box” the prospect will get and assign a date. Have someone “own” the project and stick to your dates and you have just automated your sales process.

My Best,

Kathy Kane
Market Insights, LLC

I think of it this way…The more we put out there, and the more connections and links to other digital sites, the more searchable you become. Having a good search engine ranking is what it’s all about, now and in the future.

On Twitter a crowd of folks get to know you. They probably won’t buy from you, but maybe they will click on a link to another site, if they find it useful. Now you also have a digital link to another archive other than your web site. With Facebook/My Space, you build relationships. Another group of people (some who may have also followed from twitter), get to like you here. Facebook has been the most effective for my business because by mentioning things I am involved with my friends, we then have much more to discuss in person. Business pages are a snap and you can build more archives here. A Linkedin connection builds referrals and if you like to write, this is a great place to contribute or comment on other articles to get your name out there. Remember to sign your name with a referring link to your blog or web site or twitter address ect. Starting a You Tube channel with relevant videos builds your video archives. Blogging gives you an archive of material and updates your web site in the search engine process with every blog. Flickr gives you a digital photo spot to refer all business photographs. If your photos are tagged properly this will also help with your search optimization. Plaxo can be set up to automatically update your twitter, blog, you tube and many other posts without having to do much.

Top Reasons Why You Need to Network On-Line….
1. Build your business posting, picture and video archives
2. Get better search engine rankings
3. Build your businesses on-line reputation
4. Communicate on another level with clients
5. So you have lots of information to be “found” about your business.

All of these connections, plus many more that are popping up every day, should just be a natural part of your on-line marketing plan to build and maintain your presence on the web. Soon it becomes it’s own animal with links and referring links that weave a tangled web of connections that will help consumers find you.

I suggest that you just set up an account now to grab the name you want. Soon it will be like trying to find your dot com domain, someone else will snag up your twitter or facebook name just so they could sell it back to you for double.
My Best,
Kathy Kane
Market Insights, LLC