Posts Tagged ‘Marketing Management’

Does Your Business Utilize Hyper-Local Social Media Marketing?

November 19th, 2013

'Local / organic depot produce flow diagram' photo (c) 2008, Nick Saltmarsh - license: Traditional tools like print advertising and direct mail are great tools for a small business owner. However, they can cost significant amounts of money and be hit or miss with your target audience.

Many businesses have a local trading area where most of their customers come from or where you would like most of your customers to come from.

Are you using these techniques?

Twitter Search

You may have dipped your toe into the Twitter river. The flow may be amazing and hard to tackle. Change that paradigm by using Twitter Search. Use the “Advanced” search button. You can drill down to your local area and find Tweeters tweeting about topics relevant to your business. Then, you can engage them in real-time.

Improve Visibility

If you have a physical location, then traffic will pass you each business day. Are you alerting them to specials, new services, etc? You can draw them in with sandwich boards at the street. A banner hung on the building, a mascot or employee waving to passersby, search lights and cold-air balloons on your roof. Promote your social media links. ‘

Email List Only Specials

Invite those on your email list to receive a special discount, extra goods or services or a sample to drive them into your operation. Make sure you shape your social media links to prompt clicks.

Be A Good Corporate Citizen

If you serve food like pizza or ice cream, then you can donate a percentage of sales on specific days and times to go to a local charity or PTO. Those organizations all publicize the event and drive visitors to your location. The same technique works with a toy store where a share of sales is shared with the non-profit.

Create A List Of Influential Bloggers Or Tweeters In Your Area

Twitter search as described above, and a search on a major search engine will find help identity these folks. Ask them for a one-on-one meeting on the phone or in person. They might use your company as an example in a post or feature some of your practices as positive practices in tweets.

Location Based Services

Geo-location services and applications like Foursquare make going local easy. However, the customers of potential clients may need to be educated that these services exist and how to use them. The key is to focus the social media activity to be where the customers are, especially if you have multiple locations.

Filling out complete profiles is paramount. There can be specials only for those who check in using the LBS networks. Extra rewards are offered to those who check in the most, they are known as “Mayors”.

Location Specific Social Media Communities

Location-specific LinkedIn Groups or regional Facebook pages allow you to target customers within your desired geographic area.  Additionally, LinkedIn allows you to place a targeted advertisement


Meetup’s purpose is group together people with shared interests within a geographic area.  You can start your own meet-up on a specific topic for less than $100 per year. Members who have interest in your topic will be notified of events and your group. Hosting meetings will show your company’s expertise. Members will gain insight into how your firm helps clients.

Look for Meetup groups in adjacent geographic and product spaces. Hold events jointly to expose the members to a larger audience.

Alternatively, instead of starting a Meetup, target groups that would be of interest to your prospects. The member profiles will have Facebook, Twitter and blog information. Contact them to engage, not pitch them. Look for spots where you can contribute to the Meetup such as sponsoring activities, providing door prizes, guest speaking or providing a meeting venue.

The Takeaway

Local marketing has endless possibilities. Don’t limit yourself to the old standards. Engage with social media to spread your message.

These are the ideas. Over to you. Please comment below.

  1. What other local social media marketing techniques do you employ?
  2. What has been your most successful social media strategy?
  3. Has Social Media allowed you to expand your area where you draw customers?

If you would like to contact me, you may do so by visiting my LinkedIn page, following me on Twitter,  or e-mailing me at rcberman2 (at) yahoo (dot) com.

Convert Your Blog Posts Into White Papers And E-Books

November 12th, 2013

'epub ebooks img' photo (c) 2009, Cristian Eslava - license: content once and utilize it many times. That is the advice I provide to clients.  The appetite for content seems to be insatiable. Many of us do not have the time to create new content at will. And, you do not need to do so. Here are ideas for you to repurpose and repackage content.

Convert A Multi-Part Blog Post Into A White Paper

A psychologist writing about how to be a better parent may spread the ideas over 3 or 4 posts. Consolidate them together.

  • Post the white paper on your website to download.
  • Include the white paper as part of a media package.
  • Hand out the white paper to prospective or current clients.

Convert A White Paper Into An E-Book

  • Post the e-book on your website to download.
  • Include a link to the e-book in a press release.
  • List the e-book on iTunes. It can be free or you might even make a few dollars selling it.

Convert Multiple Posts On A Similar Topic Into A White Paper

A lawyer with 5 or 7 posts all on wills can create a larger document. Such as  a white paper or e-book.

The Takeaway

There are many more ways to repurpose and repackage your content. Start with your blog and see how it progresses.

Over to you.  What are your thoughts?  Please comment below.

  1. How have your re-used your blog posts?
  2. How successful were your efforts to reuse the blog posts?
  3. What other repackaging ideas do you utilize?

If you would like to contact me, you may do so by visiting my LinkedIn page, following me on Twitter,  or e-mailing me at rcberman2 (at) yahoo (dot) com.

Failing Customer Expectations

September 17th, 2013

'Spoon Me - Green Tea Frozen Yogurt with Coconut and Chocolate chips' photo (c) 2011, Calgary Reviews - license: Folks in business like to talk about exceeding customer expectations.  Enter the search  term, “exceeding customer expectations”  into Bing or Google and you will receive thousands of hits.

So why would businesses want to set customer expectations  and then fail them?  Let’s look at an example.

Kiwiburst Frozen Yogurt

I stopped into this Yogurt Shop before a client meeting.  I never had heard of them before.  The particular location was only open a couple of weeks.  The name sounded enticing to me.  Coincidentally, I had just finished listening to a book that featured a kiwi character –a New Zealander.  So, I went in.

What did I expect to find?

  • Signs with “G’Day mate” on them.
  • New Zealand flags or at least the colors of the flag.
  • A cute story about the origins of the name.

What did I actually find?

  • No New Zealand anything
  • No “Kiwi” flavor yogurt
  • A rather sad looking bin of cut up kiwi fruit in a back corner of the toppings section.

Vive La Difference!

The yogurt was no different than anywhere else.  I was disappointed in the interior.  With so many yogurt and ice cream stores around, why would I patronize the chain or this location in particular?

The Takeaway

If your company is setting customer expectations, then you must meet and hopefully, exceed them.

Over to you.  What do you think?  Please comment below.

  1. How often do you exceed customer expectations?
  2. How do you measure customer satisfaction?
  3. Does your company mission statement address meeting or exceeding customer expectations?

If you would like to contact me, you may do so by visiting my LinkedIn page, following me on Twitter,  or e-mailing me at rcberman2 (at) yahoo (dot) com.

Why You Should Use SMART Goals

April 5th, 2011

SMARTphoto © 2010 pshegubj | more info (via: Wylio)
Setting SMART Goals provides us with the best chance of achieving those goals.  SMART is an acronym for (Specific, Measurable, Attainable, Realistic, Timely).


If we are not very clear about what we are seeking to achieve, then how can we achieve it? Be explicit what success looks like so we know when we achieve it.


The old saying that you can’t manage what you can’t measure is true.  A reliable set of metrics allows us to see progress and measure how we are progressing along the way.  Are we red, yellow or green in the condition?


Lofty goals are aspirational.  Most of us do better with more concrete, tangible goals.  Give your employees a chance to actually achieve the goals you set for them.


Most sports teams do not go from “worst to first” in one year.  So too, with your position in the marketplace.  Set reasonable, realistic goals along the path you want to travel.  If the employees feel that your firm is on a journey versus a mad, desperate dash, then they will be more invested in the results.


Of course, objective results should have timeframes associated with them.  Make those mileposts as soon as realistic, but not so early that you stretch the organization to the breaking point.  Missing opportunities need to be balanced against the opportunity cost.

The Takeaway

SMART Goals consider the needs of the organization. They create the best prospect for success.

That’s the lowdown.  Over to you.  Please comment below.

1.      Do you use SMART Goals?  Why?

2.      What has been your experience with SMART Goals?

3.      What is the goal setting process in your organization?

If you would like to contact me, you may do so by visiting my LinkedIn page, following me on Twitter,  or e-mailing me at rcberman2 (at) yahoo (dot) com.


Marketing Plans: Plan the Plan and Work the Plan

March 22nd, 2011

IT man versus salesmanphoto © 2009 Frits Ahlefeldt-Laurvig | more info (via: Wylio)
I was once asked by a business owner, “What do I need to do to move my company from a loss position to one of profits?”  I told her the answer was easy: increase revenues and decrease expenses.  I explained that the implementation was the hard part.

There were a few key steps along the journey to creating a marketing plan to elevate the firm to the next level. The points below are mainly focused only on the revenue side of the equation.  Equal care and analysis are needed to manage expenses.

Vision: We started with the owner’s vision for the business.  Then, we compared and contrasted the owner’s vision with what the employees described.  We identified and explored mismatches, overlaps and gaps.  The outcome was a vision everyone shared and agreed was correct for moving the business forward.

Strengths, Weaknesses, Opportunities, Threats (SWOT): I met with the owner and staff to assess the firm’s strengths, weaknesses, opportunities and threats that would need to be dealt with to achieve the vision.  Aside from enumerating and measuring many factors, we created an action plan list by responding to these two queries:

1.      To shore up major weaknesses and avoid major threats, we will take the following actions …

2.      To build on our strengths and opportunities, we will take the following actions…

Value Propositions: Informed by the vision, the SWOT helped identify today’s customers as well as tomorrow’s customers. These two groups are not always the same.  A value proposition was created for each type of target customer.  Unique Selling Propositions (USPs) were created for each group to guide the sales effort.

Marketing Plans: The Vision, SWOT action steps and Value Propositions including USPs all feed into a Marketing Plan.  The plan encapsulates the best thinking about where the company is today and where it is going over the next 1-3 years.  The plans help you establish the actual tactics and marketing tools you will use to acquire and retain customers.

Implementation/Management: The owner and employees MUST agree on what the tactics are, who owns them, what is to be delivered and by when.  The owner or key employee must manage the process and the deliverables. The oversight ensures timely completion of the necessary work to implement the entire Marketing Plan.

The Takeaway:

A thorough planning process will result in actionable ideas to keep the firm moving profitably toward its goals.  Plan the plan and work the plan.

That is what we discussed.  How about you?  Please comment below.

1.      Are there other steps to the process that you would add?

2.      Do you feel one of the steps is the most critical?

3.      Do you plan the plan and work the plan?

If you would like to contact me, you may do so by visiting my LinkedIn page, following me on Twitter,  or e-mailing me at rcberman2 (at) yahoo (dot) com.

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