Build Online Visibility – Contributed by Vijay Pullur, President, SocialTwist
If a good business idea, sound technology and a well thought business plan are the life and blood of a start-up, PR and Marketing are its survival kit. There is no point in creating a great state of art product if you cannot market it effectively. Reach out to your end consumers and make them believe, how great and state of art your product or service is.
Today the explosion of information over the Internet has resulted in more informed and social media savvy customers; customers who have slowly become marketers in their own right.
The concept of word of mouth marketing or WOMM is the art of reaching out to these customers and converting them into your brand’s advocates. Ensuring they lend the force of their own personality and experience when promoting your brand to a third person.
WOMM has emerged as the simplest and fastest way of promoting your brand among your target audience with the necessary recommendations. In this post, I share five tips with you on how you can build WOMM into your overall Marketing Strategy.
WOMMA defines Word of Mouth Marketing as giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.
1. Give your brand a distinct character and personality
It is important that your company and its personality give people the reason to talk. It is important that you create a distinct personality for your brand or product. It could be very similar to other existing solutions in the market yet it should have its own distinct character something that would make it different from the rest. It could be the technology, the approach or the target segment. Be very clear on how you will ensure that your end customer is able to differentiate between your brand and a 100 others. Your distinct personality will become the reason for people to talk.
2. Make your website user friendly
Your website is the display window of your brand. Make it as attractive and simple as possible. When building your website, visualize your end consumer, what information would s/he look for? How best can I convince her? What would appeal to her and make her come back for more? What would be the easiest way for her to navigate my site? How will she share any information she likes on my site with others in her circle of trust? Your website should clearly take care of these queries.
3. Grab the attention of people who can spread the word
In his book named WOMM, Andy Sernivitz states, “Everyone who walks into your site is a prospect for spreading your content. It is not necessary that this person be a subject expert, an evangelist, or even a blogger. It is simply enough, if the visitor thinks that your content is of relevance, need or entertaining for someone known to him/her.” In other words, good content, interesting visuals, and relevant information are critical to the success of your business, your website and to your WOMM strategy.
4. Make it easy for them
Now that you have a nice looking customer friendly website which has lots of relevant information which people can talk about, it is important to empower your site or blog visitor with the right tools which help him spread the word. When a user has to remember his friend (contact) or go somewhere else to find that, it reduces the chances of word of mouth happening. Helping him find contacts of friends on various channels on your website itself will make it easy. Today there are many widgets available which enable this, like AddThis, ShareThis etc. The social media sharing widget from SocialTwist, Tell-a-Friend also enables sharing of content across channels, however it also gives you measurable information on your WOMM activities like referral traffic data, how many people shared the information, the channels used for sharing etc. which can help you strategize your next move better.
5. Be everywhere your customers expect you to be
In a white paper recently released by Charlene Li (Altimeter Group) and Ben Elowitz (Wetpaint) the authors linked financial success with social media engagement. Their findings reveal, “… the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social engagement. The relationship is apparent and significant: socially engaged companies are in fact more financially successful.”
To a great extent, this statement is true; today social media enables companies to know the pulse of their customers. They have a direct medium to communicate with their customers, act upon their grievances, understand and meet their needs.
In his blog, All Things WOM John Moore states, “The more a company knows about the likes, dislikes, etc. of customers, the better they can develop products and services to meet their needs to drive business success. It’s basic but true. If your customers are heavy users of Twitter, your company should be heavy users of Twitter. If your customers are heavy users of Facebook, your company should be heavy users of Facebook. If your customers are active users of Yelp, your company should actively use Yelp.
Word of mouth can only happen if a conversation happens. And the more places where conversations happen, the more opportunities for word of mouth to happen. And thus, it pays to be social.”
Whether you are a big time marketer or small business owner or simply a blogger, Word of Mouth Marketing must be on your mind. There is no better way of marketing your product or service than empowering those who believe in them. Who will market it in their own words, among those who they know would appreciate the same qualities they liked about your brand.
If you work in management in any way, shape or form, chances are that at some point in your career you are going to have to propose something to someone. This could be a proposal to your boss to start work on a marvelous new project, a proposal to an investor or a bank for an injection of cash into the company, or an approach to another company for some form of co-operation. What all of these have in common is that you, as the person making the proposition, are trying to get something from the recipient. This immediately puts them in a position of power in any negotiations, so it is vitally important to impress and make yourself out to be competent and worthy of their time, effort and investment.
All business proposals need to meet some criteria before sending them off to anybody. Firstly, be original. Copy-pasted form letters impress people as much as junk mail through the mailbox. If you want your recipient to give you the time of day, extend them the same courtesy. Write your proposal, make it individual and tailored to them and their needs, and be as frank and honest as possible. Don’t try bullshitting, as this will more often than not make you look like a complete idiot. At the same time be confident and straightforward, and don’t try pandering to their egos or filling valuable writing space with aimless platitudes. Make your point, make it clearly and concisely, and sign off with a simple “Yours Sincerely/Truly/Faithfully,”
However, this does not mean that your proposal should be dull and boring. Let your personality show through to a point—the occasional joke or anecdote is often appreciated and helps remind the recipient that you are an actual person and not some automaton paid to hammer words on to a keyboard and not say a damn thing. Don’t ever be informal, but feel free every now and again to prove that you are actually a real person.
Keep your language jargon-free and as simple as possible. Avoid acronyms if at all possible—nothing is worse than reading a business proposal that looks like something you expect to find in the top-secret drawer at the Pentagon. Read it through three or four times, run it through a spellchecker, get someone else to proof it, and then read it yourself one last time for good measure. It is impossible to stress the importance of good writing in any proposal. Clearly set out the aims, goals and needs of your proposal, in a format that makes sense. There are hundreds of business proposal templates floating around on the Internet, so don’t be afraid to research styles and layouts.
Lastly, always keep the reader in mind. Stress why they should be part of this grand plan you have envisioned, and what the advantages are to themselves or the company of going along with your madcap little scheme. At the end of the day this entire endeavor is for their benefit, so do not forget that fact while you are putting your proposal together.
Most successful entrepreneurs have a list of mentors and books that they have on hand acting as mantra for how we conduct and innovate our businesses. By being lucky enough to be one of those crazy work from home guys I find the discussions that I get going in my head from a good article or a book is needed to keep me sharp and often takes on the role of those old debates I used to get into with co-workers (Well that is the crazy shit I tell myself so I don’t attract attention to when I wander around my house in my robe yelling at myself).
Here is Part 1 of the books that always keep me challenged and pushing forward in my life and business even while wandering in my robe.
Trust your gut, the research is done and proven!
The Kolbe Concept and Kathy Kolbe’s work are both mind bending and life altering. These three books are a bit older now but they make no less of an impact now then they did when they were released.
When I was still working in a corporate environment doing marketing for a recruiting and coaching company I was introduced to the Kolbe A index. A test that validates our instincts and studies the Conative part of our brain. Kolbe Wisdom says that if we are free to be ourselves and faced with a task each of us will use a path of least resistance perfectly matched for ourselves to get to an outcome.
When I took the Kolbe A index and got my results it was one of the most liberating days of my entire life and gave permission to be who I am. I have long been branded on the ADD and ADHD scale but I and many other entrepreneurs will be happy to know that Kathy’s work attacks that the whole notion of this head on.
The impact of this work has been so great that I headed to Phoenix a few years ago to become a Kolbe Certified Consultant so I would be able to share this knowledge and coach people and businesses about it’s impact. So shameless plug time, if you have any questions about Kolbe don’t hesitate to contact me.
I have a lot more to say on the subject but I will do it in an upcoming series of articles, in the mean time if your are on twitter you need to be following @kathykolbe. At our growth seminar we were bugging Kolbe Corp that they need to be doing more in social media and now we have Kathy addicted to Twitter. Her tweets are always informative and will help to shed light on the tool.
Powered by Instinct: 5 Rules for Trusting Your Guts is a simple read done much like a conversation between two people. It might be to informal and lacking a bit of meat for some readers but it can be consumed in a few stress free hours.
The Conative Connection: Uncovering the Link Between Who You Are and How You Perform is Kathy’s first book and goes into a lot of the research, It was written in the 90’s so some of the research has changed but it is still very valuable information.
Pure Instinct: Business’ Untapped Resource This book goes into a lot of detail for how the Kolbe tools are used in a business group setting. I would suggest that you leave this one until you have a better understanding of the concept or if you like to read deep into a subject.
The “Secret” but built for Business without all the “When I wish Upon a Star” and still sit on my ass all this free money will come to me.
When I was on the road to getting the hell out of the corporate world and was looking for guidance for how I could take my small side evening business and make it more then just a hobby I got caught up in the whole “The Secret” movie explosion.
Do I regret it, not a chance. I credit myself with taking the time to study and listen to what the teachers from the movie were actually saying. In my opinion that 90 min movie will go down as one of the best pieces of marketing ever. Most of all it opened a dialogue to make it acceptable to say things like you are a business person who meditates.
If you take the time to look at the other coaching the teachers do you will understand that the Law of Attraction is only one law and a starting point. During the movie John Assaraf was the person in the movie that resonated most with me, I think because he came to it from a business perspective. I was on a conference call with him and his OneCoach partner Murray Smith when he said we all need to remember the next most important universal law, The Law of “GOYA” or GET OFF YOUR ASS. If you just sit on your couch and ask the universe to give you everything eventually they will come and take your house from around you and your seat out from under you.
From that I joined the OneCoach’s Business Mastery Program that taught me how to put the right things in the right order to create a successful business.
John and Murray took the process they were teaching clients with great success and published The Answer: Grow Any Business, Achieve Financial Freedom, and Live an Extraordinary Life It is a great read and provides a very good framework to help make sure as a business owner you doing the highest income producing activities that are right for your specific business.
I will be back with part two of my book list very soon. I also want to hear about your great reads and resources. I am an avid business, marketing and personal development reader so I am always on the look out for new concepts.
Again here are the books I talked about in this post:
Powered by Instinct: 5 Rules for Trusting Your Guts by Kathy Kolbe
The Conative Connection: by Kathy Kolbe
Pure Instinct: Business’ Untapped Resource by Kathy Kolbe
and The Answer by John Assaraf and Murray Smith
The lifeblood of modern business, networking is a vital tool for just about anyone with any interest in running their own business/department/team. Basically, anyone with half a brain should realize the importance of a large network of contacts—in industry, in the marketplace, in the media, or even with Average Joe on the street. Networking raises your personal and company profile, can be used to secure contracts or deals that may otherwise pass you by, and help cement links with clients, investors, suppliers and just about anyone else. However, some people find stepping into the potential social minefield that is the networking circuit to be intimidating, as well as very hard work. If you are one of these people, you need to realize that networking really isn’t that hard—you do it most of the time without even realizing it.
Before you even start to think about networking in earnest, prepare yourself with an arsenal of materials. The Chinese (undisputed masters of the art of business networking) have a simple rule of thumb whenever they go out on business: get business cards printed. Ninety percent of businesses in the U.S. don’t use business cards period, and of those who do only 25 percent keep them updated regularly. Once you get your cards, you should carry at least twenty on your person at all times, preferably in a nice little business card case. Make sure all details are up to date—the card should feature your name, job title, contact telephone number, business address and email as a minimum, and you should also consider including some of your skills and areas of expertise on the back.
Then, buy a second business card holder fro all the cards you receive. Always keep a pen and paper on hand to write down the name and details of anyone who doesn’t have a card, and the minute you get to the office or your computer write everything down in a database. Write where you met, what they do, and any other info you can remember, and build up a definitive list of the people you meet who you may be able to work with in some capacity in the future.
Be confident in your networking, and always think long-term. Don’t discount someone as a contact because they may not be able to help you out immediately. Don’t run up to people demanding their assistance, either. Networking is a two-way street, and quite often it pays big dividends to be the person offering help, rather than the one asking for it. Make yourself useful to your contacts, start building a relationship, and then take things from there.
Always be polite and cordial, even if you think the entire population of the room/party/event you are at are insipid pond scum not worth the light of day. The irritating, pompous pest with an attitude problem and personal hygiene to rival your average skunk may one day turn out to be your best client, or the one man in town who can provide what you need.
Image via: SamsonOS
It happens to everyone: you’re sitting at your desk, staring into the distance, or out the window, silently kicking yourself because you know you should be working, but it’s just not happening. Every little distraction seems to be much more interesting than what you’re meant to be doing, yet turning your attention to the work at hand is easier said than done. This is even further accentuated when you’re working for a small company, starting your own business, or work from home.
Creating the right work environment is a low-cost but effective way of improving and maximizing productivity; it‚Äôs about making your business work for you. Whether you’re a budding entrepreneur or have been working from home for a while, following these simple tips will help bootstrap your way to success.
1. Create a Comfortable Environment
Given that space can be a problem for a lot of people, deciding where to put your workstation can be difficult. It may feel natural to place your desk facing the wall or in a corner, but this can make you feel boxed in. Instead, position your desk so the outside is visible, but don’t face it directly into the window, have it at right angles so you’re not blocking the natural light, and won’t be easily distracted.
If the room lacks abundant natural light, paint the walls a light/neutral color, and try to set the lighting to the most natural level you can achieve. The temperature of the room is important, too. There’s no ideal set temperature; have what works best for you. Just keep in mind that if it’s too hot you’ll feel sleepy; too cold will make it hard to not focus on anything but the chill factor.
2. Invest in a Good Chair
Image: Ergomonic Rescue
If there’s one thing guaranteed to help boost your business, it’s a good comfortable work chair. Dodgy chairs often lead to dodgy backs, making working effectively almost impossible. It doesn’t mean you have to spend a fortune, it just means putting a bit of thought into it. Hard wooden dining table chairs, or flimsy fold-down chairs are rarely nice to sit on for a dinner party, never mind a whole day. Make sure you get one that’s adjustable, with lumbar support. And remember, what’s right for one person may not be right for another, so test a few out before you buy. Check out how your seat should be positioned too, good desk ergonomics are equally as important, to prevent stresses and strains on the body.
3. Make the Most of Your Workstation
Having your desk, chair and computer equipment at the correct height and layout for your body means you can prevent future posture problems, and improve your overall well-being, which will increase current and future work production. If you’re on the phone a lot, invest in a headset to avoid straining your neck; it will also free up your hands so you can do other things.
Cluttered Desk: Not Good
Image via: Dotloose
A cluttered desk or workstation makes it harder to find things and stay organized. Ensure all paperwork is filed within a reasonable time frame, i.e., weekly, but is still accessible, leaving you space to work.
Tidy Desk: Good
Image: midnightglory
4. Get in the Right Mindset
If you’re working from home, always have a shower first thing in the morning and have a set time to be at your desk. Try to steer clear of old track suit bottoms and holey T-shirts while you’re working. The comfort factor is tempting but dressing like you’re set for a day on the sofa instead of in the office will surely affect how you work.
One of the hardest parts of working at home is being surrounded by all of your home comforts. Try to walk into your office and metaphorically close the door to your home life.
Once you enter your office space, you should be in work-mode. Don’t worry about the breakfast dishes, the shopping or the washing. You wouldn’t be doing it if you worked in an office so why do it at home?
5. Put on Your Business Hat
Focus on your business acumen when at your workstation. Treat every email, phone call and chance client encounter/handshake with the same attention. They may be the building blocks of important future work connections.
6. Structure Your Day
Having a start, middle and finish to your day helps you focus for longer. It’s important to plan the day, too, for example, going through emails first thing in the morning, or working out the best time of day to do cold calls etc. But don’t spend too long on emails. Set yourself a time limit in the morning and then check them just once again in the afternoon. Too many people get waylaid by answering time-consuming emails that aren’t important. And, make a pact with yourself to never check time-draining social sites like Facebook during work hours. Yes, you.
7. Make a List
Image: Jayel Aheram
Have a to-do list, so you can check off each thing you need to do. This can be done as often (daily/weekly) as necessary; whatever works for you. Write the list in a diary and tick them off as you go or enter it into a project management database. Seeing them ticked off at the end of the day gives a sense of achievement, which in turn keeps you motivated.
8. Set Goals and Have Rewards
Having short- and long-term goals promotes accomplishment and helps you work towards achieving your aims, no matter how small or complex. What do you want to achieve? Sit down and create a list of what you want from your business, and where you want to be in X amount of weeks/months/years. You need to have something to look forward to once you have reached these milestones. Give yourself a pat on the back. Go out for a meal, theatre, drink etc. Do something that you enjoy.
9. Stand Out From the Crowd
Investigate how others in your profession are doing what you do. Know your competition! With that knowledge, develop an edge that makes you different from others, and more marketable. What are your best points? Promote these when selling yourself to potential clients. Use past experience for examples. If you’re starting afresh, tailor past experiences that may not necessarily be in your current line of work to suit the kind of work you are now promoting.
10. Maximize Your Image
Image: Ian Britton
It can be harder to make your business look professional when you’re starting out or working from home. To counteract this, meet clients in cafes, restaurants or at their place of work. Dress to impress. You don’t need to break the bank to do this, but try and wear attire that you think suits the people you are meeting with.
11. Utilize Your Software
There are so many tools within the standard computer programs that can help you save time but maximise productivity. For example, use the calendar function within your email and you‚Äôll get automatic email reminders of recorded events or meetings. It’s also a good idea to set up templates for emails you send regularly, or set up rules to filter certain mails into set folders. If you don’t already use them, set up macros (a set of actions you can use to automate tasks ‚ in certain programs you use frequently). They can be huge timesavers; even the simplest macros can benefit you immensely. Ask your friends or family for assistance, or take a course to help you improve.
12. Log Your Hours
If you’re a freelancer and are working for a few different companies it’s important to keep track of the hours you’re working for each one, and log the time. Not only do you have all your working hours documented so you can see how you’re spending your time, it gives your employer a bit of reassurance that even though you’re working from home, you’re still organized and reliable.
13. Stretch, Drink Lots of Fluids and Take Regular Breaks
Image: Lex in the City
This may seem obvious, but a lot of people don’t realise how important it is to follow these simple work rules. Stretching relaxes your muscles and boosts your energy. Drinking fluids, especially water, increases your brain activity. And taking a short break, even for a few seconds, rests your body from the rigidity of sitting in front of the computer screen. It’s especially important to look away, even for a few seconds, to rest your eyes. Take productive breaks that refresh you enough to stay focused on your work. And, always take a lunch break away from the desk. This should apply whether you’re working from home or in an office. On the whole, people are much more productive after a break away from their work space. Use the time to fit in some of your exercises, which will help to invigorate you for the afternoon ahead. And try to lay off the lunchtime booze, too.
14. Combat Loneliness
If you ask most home workers what they miss the most about working in an office, their answer will more than likely be, the people. We humans are a funny bunch, when we’re around people we want to be in our own space, when we have it, we crave human interaction. To avoid feeling isolated, make sure you meet up with people for lunch or an after work drink a couple of times a week, or use your lunch hour to make social calls.
15. Ignore the Weather
Image: sameold2008
It’s always incredibly tempting to take some sneaky time off when it’s hot and sunny outside. Well, who would know? The answer: you the next day when you find you’re way behind in your work and are having a mild panic attack because you know it will never be done in time. This means you stay up late to finish what you need to, your wonderfully-thought out timetable has gone out the window, and you end up cranky for the rest of the week because you still haven’t caught up on the sleep you missed. Don’t do it, it’s not worth it.
About The Author
Fran is a banker and a freelance writer, currently living in London and freelance writing for an Australian price comparison site where you can easily compare credit cards online. She grew up in New Zealand; the Land of the Long White Cloud and many, many sheep. Ten years ago she left farm life to build a career in investment banking, in the financial capital of the world. She has worked for numerous big name banks, and is currently with JP Morgan. She loves writing and finance, so combining the two is a dream come true.