E-mailing has also become a successful networking tool. It makes regular contact easy, without being as intrusive and pushy as telephone calls. Through means of email, you are able to exchange items of mutual interest, such as discussion of news items, photos, and websites. This may be a casual means of follow up after you meet at a business event.

Online networking has the multiplying viral effect, which sets it apart from the Internet. Beyond the value of Twitter and Facebook for social networking, online business networking communities such as Plaxo and Linkedin have become essential tools. After each networking event are you taking business cards you collected and seeing if these folks are on your social radar. If not, ask to become friends on-line!

Here are some dos and don’ts to help personal networking effectiveness:
-Do have plenty of business cards to hand out, and help people to remember you beyond just your business card.
-Don’t get stuck with someone who has nothing to offer. (“Excuse me, I see someone…”)
-Don’t fall into the rut of sticking with someone you know. Circulate to find new people and new ideas.
-Don’t ask for favors without offering something in return.
-Do follow-up quickly, and stay in touch to develop the contact. Follow up through adding them to your facebook, twitter, and linkedin.
-Do build relationship bridges, offering information of mutual interest to fuel the friendship.

Remember networking is by far one of the most rewarding activities in a professional can engage in. And we only get better with practice! So practice everyday becoming a regular networker, and make sure to count your connections. So often, relationships are critical to success. And it’s now a case of shared success – with what you can give being as important as what you get out of your networking success and use all the tools available to get networked where ever you are!

Our Best,
Kathy Kane & Christina Gurtowsky
Market Insights, LLC

2. Online social networks will continue to grow in prominence. Don’t need a crystal ball for this one. However, consider this: Digital dialog may continue to grow, but so will the frustration over how to convert that technology into viable business opportunities. This is still an emerging field, and much of it will be established, then changed and continue to change. Make sure you have a plan.

3. Companies, small and large, need to create a social media strategy. What’s your plan? Oh . . . you don’t have one? Big mistake in 2010. You need to start working on one now. If you don’t know where to start, ask friends colleagues or a professional, some of the best advice I have gotten has come out of small study groups.

4. We will begin to see more integration between face-to-face and online networking opportunities. Online networks will do things to promote face-to-face opportunities, and face-to-face networks will begin to integrate online networking.

5. Victims of downsizing will become active in networking groups (both face-to-face and online). Many people have been laid off. Based on trends, it is common that within a few months of an increase in unemployment, there is almost always an influx of new members into networking organizations. This is a great time, because maybe you even have more time, to network and meet new business potentials.

6. Face-to-face networks will continue to grow, if they stay true to a fundamental mission of helping people grow their businesses. Nothing beats networking in person. Go to a meeting, learn something new and bring home a potential client.

7. Don’t have a web site yet? Well one-way web sites are now OLD Fashioned! More and more, companies will create web sites that operate in two directions. They will not only provide information to their customers but will also seek feedback from their customers. Blogs, interactive newsletters, social network sites, consumer feedback groups: All of these will continue to grow in importance for companies.

8. Companies that succeed in 2010 will remain agile and will focus on relationships. Technology is a tool. Relationships are king when it comes to networking. Companies who are creative in using tools to enhance the relationship building process will be the leaders in a company networking program.

My Best,
Kathy Kane
Market Insights, LLC

The reality of Return on Investment is that before you can get a return on it, you have to be willing to invest in it. And that means investing resources, but it also means investing in relationships with the people you want to do business with. Businesses that are only concerned with getting a return on investment for using social media fail to understand that social media isn’t where the sales occurs. Social media is where the networking and marketing occur, where the relationship building happens.

Social media is part of the relationship building process you engage in, in order to stay visible to other people, establish your reputation, and share information. And the value people find all of those activities is what ultimately helps them decide if they will do business with you. The recognition they have that you can solve a problem for them is what will motivate them to do business with you. And that realization won’t occur automatically. It will occur because you’ve spent enough time getting to know them that they understand and recognize the value that you offer.

The sales process can only occur once you’ve built enough rapport in your relationship to earn the trust and recognition of the person you would do business with. It takes time to establish value, and with social media it can take even more time because many of your interactions are done in a virtual space. When the sales process does occur it will happen as a result of building your relationship with the person to the point that s/he will be ready to do business with you.

The best strategy for social media is the strategy that recognizes the limitations of the medium that social media occurs in. All of social media occurs in a virtual space, mostly in text. There’s a lot of context that’s missing as a result. I have found that pictures and video are most effective for developing conversation with potential clients. The conversation that’s engaged in needs to be done as transparently as possible, without a hidden agenda. There’s also value in learning the social media behaviors that are successful and help you connect with people. Those behaviors take time to learn, just as it takes time to develop a comprehensive strategy that enables you to maximize how you use social media in your business.

Businesses want return on investment, and want sales as a way of justifying using social media. But they must first realize that in order to get all of that they need to learn what social media can help them do and what it can’t do. It can help them provide better customer service, better marketing visibility, and better networking. What social media can’t do is automatically line people up to do business with you. That only occurs if you are willing to invest time in building relationships with those people, and social media is integral to building those relationships will become more integral as it becomes more integrated into our lives. Business must also realize that integrating social media takes time. You can’t wave a magic wand and have it all put together over night. Developing a strategy and learning the behaviors that are accepted on social media sites takes time, but once the strategy is in place and the business understands the best practices of social media behavior, the return on investment will start to occur. And hopefully in the process, you’ll also build some genuine relationships.

Having a full two years experience in this media, I have found various ways to measure the results. First look at your friends and for your business page, look at your fans. How many have done business with you this past week, month or year. Another way to measure your results is to analyze how your numbers of followers, fans and friends are compared to your competition. Another way to measure your return is to look at your current clients and see how they communicate with you. Are they a fan or a follower? Do they get your monthly e-news? Are they part of any LinkedIn in or other business group with your business? All these little ways you can touch a customer, will over time have an effect of how they consistently do business with you based on your posts and responses to on-line media.

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.

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

Kathy Kane
Market Insights, LLC

I have always tried to keep my personal life separated from my business life, but I am slowing realizing that my worlds are going to collide through the use of Social Networking. This is not a bad thing necessary, but one has to be careful in mixing business with pleasure.

A few years back I started out using LinkedIn and then Facebook to help promote my business, along with some other social networking sites and business forums. I am also a “tweeter” and find that all of these venues have helped my business grow and gain exposure that traditional marketing and advertising could never achieve.

I had been using a 90/10 mix, 90 percent business and 10 percent personal but find myself adding more and more personal information and personally related posts as my Social Networking usage continues to grow. I was and still am a bit concerned about allowing my two worlds collide.

An old episode of Seinfeld comes to mind of “Colliding Worlds” showing how colliding worlds could be a negative thing for some. It is very important to know that some of your personal activities could hinder or hurt your business. A night on the town, drinking shots and other unmentionables should not be posted on your Facebook profile, more than likely this and acts like this will negatively effect your business.

Remembering that everything you say and do, every picture, video and comment can be taken wrong by some or all of your business associates, clients and prospects.

You should also take caution with who you associate with on Facebook, Twitter and other such Social Networks. Being friends with someone that is overly obnoxious could also have a negative effect on your business. A Facebook friend that makes a post on your wall bashing the president or a religious group will very likely have a negative effect on you and your business, even if you agree with them don’t let these types of posts stay on your wall. Or you may need to hide them, if you want to keep them as friends.

That said, mixing a bit of your personal life can open the doors to business relationships that may have never been developed otherwise. A good example is when I put a picture of our new puppy (Maggie) on my Facebook profile, I was overwhelmed with comments on how cute she was and welcomed with open arms to an entirely new group because I now was a dog owner.

It is becoming clear that people want to know more about whom they are doing business with or considering doing business with. Social Networking will give you an edge over the competition if you use this amazing medium wisely the possibilities are endless.

Tim Somers
Bizarre Promotions, Inc
Marketing and Advertising through the power of promotional products.

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