January 23, 2015

10-Minute Marketing: write a case study

Filed under: 10-Minute Marketing — Tags: , , , — lidia @ 12:15 pm

10-Minute-Marketing: write a case studyI know some people avoid writing case studies, but personally I love them. They are a great way to document project details and results (trust me, you will eventually forget them otherwise) They help share your expertise and allow clients and prospects to see how you can help them.

Case studies should include client background, the challenge, your solution and results. They can be included in a marketing piece you send to prospects or added to your website or blog. See an example of one of my case studies on my blog.

This week’s 10-Minute Marketing task:

Write a case study for one of your projects.  

TIP: keep your writing focused on the client, not yourself. See this article from Ed Gandia for super useful case study writing tips.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

 

October 24, 2014

10-Minute Marketing: list your marketing essentials

10-Minute Marketing: list your marketing essentialsIf you are on my mailing list, you saw my recent newsletter about marketing essentials. What are marketing essentials?

The marketing channels that bring you the most return on your investment of money and especially, time. With so many ways to market yourself—and so little time—it’s best to focus on a few marketing techniques that are working, instead of trying to do it all.

Potential marketing essentials:

  1. Website
  2. Email newsletter
  3. Social media
  4. Content marketing
  5. Printed materials
  6. Cold calling (or emailing)
  7. Networking

This week’s 10-Minute Marketing task:

Write down your top 3 marketing essentials and post it on your office wall.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

June 3, 2014

Round-up: kicking LinkedIn up a notch

Filed under: Marketing & Promotion,Networking,Round-up — Tags: , , — lidia @ 10:00 am

This week’s round-up features my latest obsession: LinkedIn. I never thought much about my profile, however after talking with a marketing coach, I decided to revamp mine and use it more actively—and found lots of great resources along the way.

  1. 10 Insights: How to Use LinkedIn to Build Business Success Faster than Your Competitors [Jeffbullas’s Blog]
  2. How to Use LinkedIn as an Effective Prospecting Tool [Smarter Freelancing Podcast]
  3. How to Attract Great Clients With LinkedIn [Smarter Freelancing Podcast]
  4. How I Used LinkedIn to Get a 41 percent Response Rate and 6 New Clients [biznik]
  5. How to Create a Compelling & Optimized LinkedIn Profile [Top Dog Social Media]
  6. Build a Killer LinkedIn Profile | Think-n-Drink, Chicago – LIVE EVENT TONIGHT 6/3

Have you found ways to maximize LinkedIn? Share your success stories.

Our Round-Up features useful business tidbits we’ve collected. See past Round-Ups here.

March 21, 2014

10-Minute Marketing: write your positioning statement

Filed under: 10-Minute Marketing — Tags: , , , , — lidia @ 1:59 pm

10-Minute Marketing: write your positioning statementYour positioning statement, also known as your USP (unique selling point) tells people the “what” and “who” of your business.

It’s a crucial part of your branding and marketing. I refer to mine before doing any type of marketing outreach, i.e. drafting website copy, writing a blog post or planning a marketing campaign. It should be basic and straightforward, without any industry jargon.

Your positioning statement can be broken down into the following:

  1. Your unique service or product
  2. Who you provide it for

10-Minute Marketing task:

Write your positioning statement

Example:

  • Wharton Business School: The only business school that trains managers who are global, cross-functional, good leaders, and leveraged by technology. (via dummies.com)
  • typebaby: typebaby is a line of baby & kids apparel for urban parents that lets kids share their personality type through typography.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

March 12, 2014

Marketing tip: decide who you will NOT target.

Filed under: Marketing & Promotion — Tags: , , — lidia @ 5:07 pm

A key part of marketing is deciding whom you will NOT target.

From Tips & Traps for Marketing Your Business Tips and Traps for Marketing Your Business by Scott Cooper , Fritz Grutzner and Birk Cooper

March 7, 2014

10-Minute Marketing: Write your vision statement

Filed under: 10-Minute Marketing — Tags: , , , — lidia @ 10:00 am

10-Minute Marketing: write your vision statement [Biz Mama blog]Your vision statement captures the passion and future plans you have for your business. As this Forbes.com post says, it answers the question: “What’s the best you can be?

It may seem complicated, but you can break it down into the following: who (customers), what (product or service), where (region) and why (your passion/vision).

Why write a vision statement?  It serves as a guide for how your company presents itself in daily business and marketing activities—as well as long-term goals. It’s not just for start-ups; it should evolve as your business grows.

Your 10-Minute Marketing task:

Write your vision statement.

Example – Whole Foods
Our motto—Whole Foods, Whole People, Whole Planet — emphasizes that our vision reaches beyond food retailing [why]. In fact, our deepest purpose as an organization is helping support the health, well-being, and healing [what] of both people [who] — customers, Team Members, and business organizations in general — and the planet [where].

Need inspiration? Google your favorite company + vision statement for ideas.

10-Minute Marketing is a weekly series featuring short, easy-to-accomplish marketing tasks. Follow along with past posts here.

December 6, 2012

Industy Insider: Ilise Benun of Marketing Mentor

Filed under: Industry insider — Tags: , , , , , , — lidia @ 10:59 am

Industry InsiderIlise Benun of Marketing Mentor is an author, consultant, speaker, founder of Marketing-Mentor.com and co-producer of CFC: the business conference for the creatively self-employed.

Through one-on-one mentoring, she provides practical guidance, accountability and a sounding board to creative professionals who are serious about growing their creative business. She also speaks internationally to trade groups and students. Her books include “The Designer’s Guide to Marketing and Pricing,” “Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive,” “The Creative Professional’s Guide to Money.

Ilise has indeed been a marketing mentor for me. Several years ago, I attended one of her marketing webinars that helped me get more organized with my marketing. I met Ilise at the inaugural Creative Freelancer Conference in Chicago in 2008 and we have kept in touch ever since. Her advice and books have been a valuable resource as I grow my graphic design business.

Ilise Benun of Marketing Mentor

Tell us a little about what you do/who you work with.

I specialize in working with self employed creative professionals and I help them get the clients they want at the fees they want to charge.

How has your past work experience influenced your current career?

I actually had very little work experience before I ventured out on my own, or was pushed actually, when I was fired from my second job out of college.  I started helping the creative types who surrounded me in NY and started simply by helping them get organized and get paid. From there it evolved into helping with marketing, pricing, proposals and any other  business issue that presents an obstacle to growing a business.

What is the favorite part of your workday?

I don’t think I have a favorite. Every day is different and I make my own schedule, which is what I like best. I start early and I tend not to work too late. I also take breaks for dog walks or just to clear my head.

What do like best about working with creative people?

Well, not all creative people are alike. Some are flaky and unreliable and don’t usually get far in business. I like working with creative people who are professional in their approach and open to bringing their creativity to the business side of their business.

Tell us about an exciting project you’re working on or have recently worked on.

The world is going digital and the future is interactive. So I just finished writing the 2013 Marketing Plan + Calendar to Get Interactive Work. It’s a simple plan for creative professionals that shows how to tailor your marketing to get the kind of work that is being required more and more: digital and interactive work. It is now available at www.marketing-mentor-toolbox.com

Learn more about Marketing Mentor

Hoboken, NJ
www.marketing-mentor.com

twitter: @MMToolbox
Facebook: MarketingMentorToolbox
Sign up for email tips at www.marketing-mentortips.com

July 20, 2012

Book review: Visual Marketing by Anita Campbell and David Langton @visualmktgbook

I love marketing. I love designing marketing pieces for my clients. And I especially love marketing my own graphic design business. Sometimes I think I dream up personal projects or side businesses just so that I can market them. (In case you’re wondering, this is my current budding side business).

However, it seems that not everyone enjoys marketing as much as I do. And I think I know why: most marketing books are text-based.

Visual Marketing by Anita Campbell and David Langton is different: each page is illustrated with a successful marketing campaign or solution. The book is divided into three chapters: web/electronic, packaging/3D, and print/branding.

For people who “don’t have time” for marketing, The “Takeaway Tips” on each page offer specific ideas you can easily incorporate into your own business. For the skeptical folks, “Success Metrics” offer proof that this stuff works.

After reading the book, I had lots of new ideas for marketing my graphic design business. I especially liked the tip to use a profile photo that expresses your personal brand (pg. 13). And I was also pleased to see one of my favorite packaging designs included (Help Remedies, pg. 80).

I only wish the book was in full-color, but it’s easy enough to locate many of the examples online to see them in color.

This book is a must-have for new business owners as well as seasoned pros looking for marketing inspiration.

Happy marketing!

February 21, 2011

Are you using O2O marketing for your small business?

Filed under: Marketing & Promotion,Social Media — Tags: , , , , — lidia @ 10:00 am

photo on flickr by zoovroo

I recently read Duct Tape founder John Jantsch‘s article on 5 Trends that Will Shape Small Business in 2011. One trend that resonated with me was: O2O (online 2 offline) marketing.

What is O2O marketing?

John refers to it as “the logical integration of instant media with traditional media, social networks with chamber mixers.” He adds, “Online and offline, traditional media and new media, will stop competing and start working together.”

Admittedly, I’m an avid user of social media, however I also have a personal campaign to encourage people to send handwritten communications (read my articles here). Needless to say, I’m very fond of—and familiar with—the concept of online to offline marketing. And after being bombarded with social media opportunities, going offline for awhile is a nice change of pace.

How can O2O marketing be effective?

In my articles, I talk about about my own business relationships that were initiated online (i.e. twitter, blogs) but became established offline (i.e. handwritten note, in-person meeting). Without the offline communications, I wouldn’t have been able to to get to know the person and learn about their business. In each of these situations, I made not only a valuable business connection, but a new friend. And in small business, it’s all about creating personal relationships, discovering how we can work together or help each other.

How do you use online 2 offline marketing techniques in your own small business?

April 26, 2010

Crafting a first-class website

Having spent many months and countless hours working on my website redesign (launched last week), last month’s DesignCast titled “Marketing Smart Websites” couldn’t have come at a better time. The first in the Creative Freelancer Marketing Bootcamp Series, this webinar led by Ilise Benun of Marketing Mentor was chock-full of practical advice for creating a marketing-driven website.

Some tidbits from the webinar that were useful for me:

  • Show your website to clients/prospects and ask for feedback: see what is important to them – I shared my new site with several clients and friends and found their feedback very useful
  • Write content that is focused and brief, highlighting your experience and expertise
  • Show samples of the type of projects that you want more of
  • Make sure the site reflects your overall position and strengths
  • Share client testimonials
  • Show a human side: videos, links to social media

Between the knowledge shared in the webinar and my own experiences, I had several ‘aha moments’ that allowed me to work more efficiently on my website redesign. I realized that a great website is well-thought out and planned—not to mention a constant work-in-progress: content must be assessed and updated regularly, design samples updated, new links and resources added. I feel better equipped now to move forward with my new website!

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