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

• 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.

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

Marketing is all about getting people to know you, like you and trust you so that then they can buy from you. It’s all about being engaging.

People are tired of being sold to consistently. As a business, you want to consistently communicate the values you represent. Not the value of your product and services but the values about your brand that will generate interest, conversation and following. Think about a couple of ways you can add value to a potential prospects life, without selling to them.

Think about the concerns, worries or interests of your target market and generate conversations that address these issues. What’s in it for them?

Here are some additional tips when using social media for business:

1. Use a professional picture or something that relate to your business. Part of making connections is your image.

2. Don’t spam. Again, people want value. If you connect and constantly bombard people with sales and pitches and unwanted info, chances are you will lose them.

3. Steer away from posting offensive information and material and tell your friends and family to refrain from posting such material as well. (You can also use the privacy settings available to control this.)

4. Be authentic. Nothing is more engaging than authenticity. While you generate valuable info, also share personal things that can be motivating and insightful. People will appreciate this.

5. Embed your social media links to your email signature.

6. Use it consistently. You should schedule in at least 1 hour of social networking per day. It’s a time investment that will be totally worth it.

Here’s one final tip. You can integrate some of your social networking accounts so you’re feeding all of them through the use of only one. That will save you lots of time and help position you as a go to person, which ultimately is your goal if you are using these networks to market your business.

My Best,
Kathy Kane
Market Insights, LLC

1. Set an Intention
What is the purpose of your task? How does it serve you? How does it move you forward? How will it make you money? I know I need to blog at least once a week to further my business plan, I block out an hour a week for it.

2. Set a Deadline
If it doesn’t get done by the end of the day,what are the consequences? Have you lost business or business potential? If my blog isn’t done by Thursday, I do not sleep before it is complete.

3. Focus!
Sit down, pick up the phone, send the e-mail, write the story, update the website, craft the proposal. Keep your intention in mind, honor your deadline and keep folks accountable who say they are working for you! Another thing to remember: What’s more important than perfection? Passion! Let you passion for your work, your message and what you have to offer shine! More often than not, I may make a mistake, hitting the button too soon…but I completed my task and more often than not, by correcting the mistake or others pointing it out, just got me a little more PR than I had previously expected.

4. It’s Done… Congratulations!
You did it! Now, acknowledge yourself for getting it done! Often I tend to obsess about whatever the thing was long after I’ve hit “send.” I re-read, replay the conversation over in my mind, or check my e-mail for a reply two seconds after I’ve sent or published the darn thing. Now I celebrate that it’s complete and I’m ready to apologize quick if I happened to send an apparent mistake Sorry for in advance for any mistakes on this post!

My Best Regards,

Kathy Kane
Market Insights, LLC

__Sent Thank you notes to new, old and potential customers

__Visited with neighbor offices and stores for potential co-op promotions

__Sent press releases promoting something unique about my business

__Arranged to complete all of next month’s promotions and advertising as planned

__Tracked, recorded and filed all special promotion for reference

__Did something special for my VIP clients

__Lived my mission statement

__Checked my competition, implemented some of their ideas, asked for their referrals

__Attended community and business events

__Asked for and implemented customer ideas

__Achieved all of my marketing goals for the month

__Considered an open house or gave to a charity or a community event

__Asked employees and customers for leads

__Reviewed my promotional material for accuracy and logo consistency

__Reviewed and updated my existing files and/or database and email list

__Did something with my files or database (mailed, e-mailed, faxed, called with a new promotion)

__Made presentations about my business

Best Regards,

Kathy Kane
Market Insights, LLC

• Choose a theme/What is different from other like events?

• Choose the date/Make sure it does not conflict with other efforts

• Choose a charity/What clear message can be portrayed as the other benefit for attending the event?

• Set a Budget/What is the revenue goal? Charity goal?

• What will raise the funding? Ticket sales, booths, sponsors, ect.

• What will be the sponsor benefits?

• What will be the attendee benefits?

• Plan Your Marketing/Based on budget, what ads will be placed, web site, press coverage, signage ect.

• For each element of the event select a committee chair

• Set timeline 6 months prior to event and have a deadline for each item to be completed. (Most groups with larger events do meet year round)

Good luck with your event!
My Best Regards,

Kathy Kane
Market Insights, LLC

Do you have a plan or is it a crap shoot?

Consider these Media Possibilities & Write Down Your Current Yearly Budget Next To It

Printed Goods (brochures, flyers, postcards)
Memberships (chamber, associations, businessnetwork groups)
Marketing Consulting (someone to implement these items)
Graphic Design (someone to design your printed goods and on-line materials)
Promotional Goods (pens, candy, anything with your name on it)
Trade Shows (industry groups, local events, co-operatives)
Yellow Pages (advertising)
Directories (on-line and printed guides)
Postage
Signage (indoor/outdoor, business signage, car magnetics ect.)
Web Site
Open Houses
Radio
Print Advertising (newspapers, magazines, local events, organizations ect.)
Video
PR Coordinator (someone to implement your releases)
Television/Cable Ads
Billboard
Sponsorship/Events
Other

After considering all of these various media placement..add it up…

Rule of thumb, your total should be 4-10% of your gross projected yearly sales.

I’d love to hear what your current percentage is spent on your marketing budget and how is that working for you?