Archive for November, 2009

A recent survey of small businesses by Vertical Response, an email marketing service provider, indicates that (surprise) a vast majority of small businesses will turn to email as a primary marketing tactic. The survey of 831 small businesses of under 500 employees, showed that 74.1% of respondents plan to increase their use email marketing. And social media is running neck and neck. The results indicated that 68.3% will increase their use of social media in 2010.

The study also indicated small businesses won't be spending their money on banner advertising or radio and TV.  There's no mention of how other marketing tactics such as print advertising, direct mail or referral marketing stack up, but it's pretty safe to conclude that social media is a marketing essential.  

The report concludes, "The most important tool for small businesses to succeed in 2010: Search engine marketing, email marketing, public relations and social media cited as crucial for success."

But what the heck IS social media? I like John Jantsch's explanation of a Social Media Hierarchy in his new online course at Duct Tape University, Social Media Pro.

Blogging is the foundation for a social media strategy, and at the bottom of the pyramid.  Read blogs, comment on blogs, write your own blog.  Next, aggregate and filter content around subjects and use RSS technology as a tool to help you repurpose, republish and create content. Moving up, participate and manage your reputation with social search making sure your business pops up on Yahoo Local or Google Maps.  Check out the competition there too. Social bookmarking – tagging content to and participating in social bookmarking communities can be a great way to open up more channels to your business. Step up to social networking on sites such as Facebook, Biznik or Linked In.  Not sure where to start?  Pick one platform and do it right.  Don't spread yourself too thin. Micro blogging (twitter and all its varied tools) is at the top of the pyramid for a reason, it can be confusing and hard to see results. Those who are successful seem to have achieved a kind of social media nirvana.

I'll be posting a series of articles over the next several weeks, excerpting highlights from Social Media Pro. If you'd like to sign up for the full course, let me know.  We can unravel the mystery of social media together.

I like duct tape.  Don't you?  It's just one of those essentials that everyone agrees should be in your toolbox.  It's a band aid for stuffed animals, fixes a broken tool handle, makes a swell wallet or purse and can even save lives. Like it did for the Apollo 13 astronauts who used it to build a temporary carbon dioxide filter to return to earth from the dark side of the moon.  It has been around since WWII where soldiers used it to fix jeeps, patch up weapons and seal ammo boxes.  Why does duct tape work so well? It's sticky. And it lasts.

It's also the namesake for one of the world's best marketing systems.  Duct Tape Marketing, invented by small business marketing guru John Jantsch of Kansas City.  I'm attending a training intensive in Kansas City to become an authorized Duct Tape Marketing coach.  As John said to me in an email before coming, "I think you'll find that this is one of the best business decisions you've made."

I'm certain John is right.  My copy of his book is dog-eared, coffee-stained and full of exclamatory notes in the margins and yellow highlighter marks. It's chock-full of affordable and effective marketing advice that just makes sense.  I'm excited about helping my clients and you dear reader by becoming an authorized coach.

Watch this space in the days ahead.  We're sure to discover some great ways to apply sticky marketing ideas to your business.