Marketing Pathways Tidbits

How To: LinkedIn Connections

2011-08-20T16:04:00.000-04:00

Three Ways to Personalize Your Request to Connect

What is LinkedIn? LinkedIn is the social networking site for professionals looking to connect with other professionals. LinkedIn defines itself this way, "LinkedIn is the world’s largest professional network with over 120 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals."

LinkedIn prefers these professionals connect with people they know and trust. Many of us find that keeping an open mind and connecting with professionals we haven't met, but would like to connect with is of benefit too. Count me among those. Because we share and exchange information, as well as contacts, I prefer not to limit myself to those I have met in person. To me that seems very restrictive.

In my business, and maybe in yours, getting to know people is a terrific way to expand not only the business, but my knowledge as well. Who of us knows everything about our own industry? Not too many it is probably safe to say. Connecting on LinkedIn can broaden your base of influencers. Those people who are able to bring business to you.

What is the best way to connect on LinkedIn? The way you would like to meet someone in person. When you send someone a message requesting they connect with you, tell them why and how the two of you can benefit from it. LinkedIn supplies a short phrase, "I'd like to add you to my professional network on LinkedIn." How much better to insert something more personal, even if you aren't likely to meet this person face-to-face.

The three ideas to consider when requesting someone connect with you on LinkedIn:

1. Briefly explain who you are and where you live/are located. Local? Another state?
2. Tell them what you do. Are you a florist? Consultant? Commercial insurance agent?
3. Why connecting will benefit both of you.

You are limited to 256 characters in a request, so be brief. You are more likely to start off on the right foot with this person, plus they will look more closely at your updates as they are posted.

Grow your LinkedIn connections in whatever way is best for you. Remember to personalize your request so you stand out from everyone else. Whether it is someone you know or someone you have yet to meet, make your invitation one they are impressed with.

What do you think about connecting on LinkedIn? Do you personalize your invitation? Please comment below.

Cindy
Connect with me on LinkedIn.
My Web site

Curious What #FF Means In Twitter?

2011-08-16T19:09:00.001-04:00

Social media is changing and evolving constantly. One problem participants have is the new trends that are always popping up. It can be difficult to keep track of what everything means.

This one has been around for a while, but if you are new to twitter it may be confusing. Are you wondering what the #FF is you see used on Twitter?

FF or #FF (with the hashtag) means Follow Friday. Follow Friday is a tradition where Twitter users help their followers find new followers each Friday. By tweeting their @name out to your list, they get a little exposure with your followers as well as their own followers. Usually they will do the same for you.

All you need to do is tweet #FF and the @names of the followers you want to feature. Help out a friend this Friday by giving them a shout out. If you send me your @name (through a direct message through twitter or an email) I will send out a #FF this Friday for you to all of my followers.

What are other terms or slang you see that are confusing or you can share their meaning with us?

Follow me: @twitter.com/MktgPathways or @MktgPathways

Cindy Neky
MarketingPathways.com
Email Cindy

Who is My Target Market? (And Why I Should Care)

2011-08-06T19:22:00.035-04:00

One of the most common marketing mistakes I see small business owners make is not determining who their target market is. Or perhaps, more often, they don’t use this information when determining a marketing plan or when it comes time to make essential marketing choices.

Chances are you know who your target market is, but how often do you use that powerful information to make important marketing decisions? And how often do you remember to structure your strategic marketing plan around this critical target market? The answer should be-always.

Simply put, your target market is the most likely buyer of your product or service. There may be many possible buyers of your product or service, but there is always one type of buyer that stands out. This is true whether you sell to consumers or to other businesses.

Look at the demographics and characteristics of your buyers. Do they all fall within a certain age group? Are they primarily from a certain area of town or the country? Do more men than women purchase your product? Do most of them exercise regularly? Are they avid sports enthusiasts? List all the distinct qualities your best customers have.

Once you have drilled down to the most specific attributes of your best customers, you know who your target market is. When you know that, marketing for a small business becomes much simpler. Why? Because then the decisions you make in regards to marketing strategy become clearer. This is where you spend your money in marketing.

One marketing tip you should know is how to use target market knowledge to keep you focused. If a sales person from a magazine or radio station approaches you about advertising, you will know whether they are a good fit by who their target market is. If the radio station targets 20-35 year old males and your customers are 35-50 year old females, it isn’t a good fit, no matter what type of a deal they offer. See how much easier your decision became?

Don’t forget who your target market is and you will be making the right marketing decisions for your small business. Small business marketing isn’t so tough if you remember who you are trying to please-your target market.

What do you think? Do you use target market data to make your marketing decisions? Any other thoughts on this topic?

Cindy Neky

Email Cindy

Ten Social Media Mistakes That Will Sabotage Your Results

2011-07-18T19:07:00.001-04:00

It seems there are people involved in social media that don't understand how to use it, at least effectively. When I say social media, of course, I am referring to sites such as Facebook, Twitter, and LinkedIn. How hard can it be to chat with other people online? More difficult than you might imagine. Below you will see a list of the ten social media mistakes I see most often.

1. It's all about me. This is probably the mistake I see most often from social media newbies. They think you have to sell every time they make a comment or update. What they don't realize is how annoying that comes across.

Give me information that shows me you are an expert in what you do.  Convince me (in an indirect way) that I would want to do business with you. Then you can tell me how you should be the person I want to do business with. Don't sell at me all the time or I will shut you out.

2. No personality. Ok, I know it isn't easy to write with a personality if you aren't a writer. And putting smiley faces after all your sentences doesn't make it any better. :) If you can bring your personality through in your writing then the reader is going to feel more connected to you. Do the best you can.

3. No consistency.  Be consistent in your message and tone so the reader and follower know it is you. You want them to look forward to your contribution on social sites. The other part of consistency is doing it often. While not always an easy task, try to be involved in social media every day.

4. Not interacting with others. Always remember this is social media and therefore, it should be a more social way of reaching out to others. Do your best to network and relate to others in the site. Try to respond to comments made by those you are connected with or that post on your blog.

5. Not being open to connecting. My philosophy on connecting with business professionals on social sites is that I will connect with anyone within reason. I say within reason because I have had a few shady characters try to connect with me. Overall though, whether I know you personally or not, I will connect.

On more than one occasion I have met someone in person at a meeting who I was connected to on LinkedIn or Facebook, but had never met in person. It is always a fun and exciting moment.

By connecting with people I haven't yet met, I allow them to get to know me through my postings, comments and updates.

6. Auto following. Most of us know that there are sites you can sign up for that will allow you to find and follow people automatically. There are sites especially designed to do this with Twitter.  You can have thousands of followers if you want, just by using an automated following. This is particularly bothersome and selfish. I can't think of one good reason that isn't selfish for having thousands of followers. And I don't mean a few thousand, I'm talking 5 figures and up.

7. Posting too frequently. It is possible to post things so often it not only irritates readers, but also numbs them to what you are saying. There are several people in groups on LinkedIn with me that post so often I automatically delete the emails coming in with their discussions. There is a balance between often enough and too often. Find it for you and your business.

8. Improper spelling and grammar. You probably think this is a no brainer, but it is important to spell words correctly and say it properly. Do you have to be perfect? No. You do need to meet minimum standards of grammar though. Check your typing before you post. First impressions are lasting, even in social media.

9. Using textspeak. Dnt write like u txt. U mite find not evryone cn rd it. Plus, it just doesn't look professional. Admittedly, Twitter is based on short messages of 140 characters or less. If you are using it for business stick to real words. Be more creative in how you say it in a short span.

10. No social media strategy. Have a strategy with your social media. Are you going to supply people with information which helps you develop a strong presence? Whatever your goal for social media, stick to that strategy in every writing and in every site.

Are there others that I missed? What do you see on social sites that you believe are mistakes? Please respond in the comment section below. I want to hear from you.

Cindy Neky

Cindy is a Certified Social Media Strategist, Marketing and PR Consultant, Small Business Specialist and Speaker with Marketing Pathways. Located in Pittsburgh, PA, Marketing Pathways helps small businesses achieve sales success through strategic thinking and creative ideas.

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Three 2011 Marketing Trends for Small Businesses

2011-07-05T10:09:00.038-04:00

What are businesses really doing to succeed in today’s economy? What does every business owner really want? More leads? Of course. More sales? Without question. More money? Absolutely. But what do they REALLY want to KNOW?

They want to know what everyone else is doing. You know I’m right. Just like we all want to know how our neighbor was able to afford that new big boat, we also want to know how other small business owners are succeeding. What is the key to their success?

Lots of elements go into a successful business, but let’s focus on what your neighbor businesses are doing with their marketing. Using these ideas you can determine if you are on the right track with your own business.

The information compiled here is primarily from surveys of small business owners. This would consist of businesses with fewer than 100 employees.

Trend one- Print advertising is decreasing every year. Newspapers in print are losing ground in readership and advertising dollars. National print Magazines, however, are on the upswing. For the first time, more people have indicated they get their news online than in newspapers. Twenty-three percent of consumers are also saying they would pay for online news. Good news for the publishing industry.

How does this affect advertising? If you have an older demographic as your target market, then print is still viable. If your target market consists of individuals less than 50 years old, print probably isn’t an option for you.

The top three news Web sites? New York Times, People Magazine and USA Today.

The question I am asked more than any other is- how much should I spend on marketing my business? It’s always a good question too. The best answer is always as much as you can afford. But what is everyone really spending?

The Second Trend in small business marketing is the stabilization of the percentage of gross revenue for marketing. For both 2009 and 2010, the percentage of sales small businesses put toward marketing is steady and it is…drum roll, please…- stated in % of revenue…it is 11%. Now YOU know the answer. When broken down by industry it is:

Service Industries spend 11%
Business Technology spends 8%
Industrial and Manufacturing spend 5%

Successful companies spend money on marketing. Not necessarily the same marketing you do, because their business is different than yours…but they do spend money. And in a questionable economy it should not be the first thing you cut. This is a mistake many businesses are never able to bounce back from.

Think about it this way, have you ever noticed a company that advertises constantly for a year or two and then one day you notice you haven’t heard or seen their commercials in a while? What is your first thought? They have gone out of business. That is the first thing that occurs to most people. For a business that really didn’t go bankrupt, it could be a real problem for sales.

What happens to your customers if they stop hearing about you? They stop thinking about you. They find other sources for the product or service you provide. Any small business owner that thinks it wouldn’t happen to them will be surprised to know it happens more often than not.

Is it enough just to say, I can afford x$ for marketing? No it isn’t. You need to plan and budget. If you track your sales based on what you are doing, you will have a much better idea how much to spend and where to spend it in the future.

Third Trend- Where were your neighbor businesses spending their money? It’s all about new media. The top three places businesses are using to market their business are on Web sites 88%, email 84% and social media 66%.

In today’s fast paced world, most businesses have a Web site. Either because they think they should or out of necessity due to customer request. It has become the one marketing tool used by businesses more than any other.

What are the other marketing tools small business owners are using in 2011? These are the specifics.

Top 3 B2B (Business to Business) Marketing Tactics for 2011

· Email (still the best ROI)
· Social Media
· Events and Tradeshows

Top 3 B2C (Business to Consumer) Marketing Tactics for 2011

· Social Media (Considered the highest priority to businesses)
· Email
· Lead Generation Programs

As you can see, Social Media is hot, hot, hot and trending up in 2011.

Let’s look at email marketing since it is the #1 trend for all size businesses’ marketing. Some of the trends you are seeing in email marketing are ways to beef up your email. Taking advantage of what is out there.

· Video is the new thing. 75% of people in the world are visuals. This is one of the reasons video is so powerful. If you haven’t tried video, give it a shot.

· Social Media- integrating social media sites, information about joining, and links, included in the email. And adding share buttons in the email is important now too.

· New subscribers via Facebook, LinkedIn, twitter, and other sites with the signup integrated into the page. There is an app for that!

The trends for social media are constantly changing because social media is changing so rapidly. These are the current trends for social media:

· I have been saying for quite a while now that in social media, content is king. Creating content that interests people and brings them to your sites and causes them to buy from you is important. Now Content Curation is the trend. What is that? It is supplying relevant content to your followers-that are on topic, but you haven’t necessarily written. Links to good articles, blogs, and other helpful sources. Be an informational source for your followers.

Marketing Pathways'
QR code

· QR codes. Know what those are? They are the little black boxes with the squiggly lines in them. If you capture the box on your phone (that has the right application-app) it will automatically take you to a website or other landing page with info about the product,
company or service.

· The last of these is Social Commerce. This would include both Groupon and companies like Groupon and Facebook Commerce. Yes, there are sites within Facebook that are selling their wares. The NBA is one of the first. Check out the NBA Facebook Page at http://www.facebook.com/NBA. During basketball season the store has many different shirts and other paraphernalia to choose from that can be purchased in the Facebook store. You don't navigate outside Facebook to make your purchase. Facebook users love that.

Now you know the secret of your business competitor and your business neighbor’s success. Clearly social media and email, plus the web, are the hot places to spend your time. As always, make sure any marketing strategy or tactic is a fit for your target market.

What do you think? Any trends you see for 2011? Comment below, please.

Cindy Neky
Email Cindy

Visit Marketing Pathways' Web site

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Are you a Small Business Owner in the Pittsburgh area? Join our LinkedIn group.

Focus Research Study, Hubspot’s Marketing Data Box, Marketing Sherpa Special Report and 2010 GetResponse Email Marketing Trends Report used as basis for statistical numbers.

How Do I Delete a Comment I Don't Like From My Facebook Page?

2011-06-13T09:40:00.000-04:00

Have you had comments on your Facebook Page (or profile) you didn't want? Were you unsure what to do with them?

The easiest way to handle a comment made on your Facebook Page wall that you would like to have removed is to go to the specific comment itself.   If you go to the far right of the comment and hover your cursor, you will see a little star burst appear. Click on the star burst and it will give you choices on what you can do with the comment and the person commenting.  Facebook allows you to either remove the post, remove the post and ban user (which you would probably want to do if the person is trying to sell something or is annoying), hide post or report as abuse.

You can also delete the offender from your list of “likes”, by going in to the list of people that like your page and clicking on the “x” by his/her name to delete them. Do this by clicking into the profile for your page at the top right corner. Then on the left you will see a number with "people like this" beside it. Click on the "people like this" and you will see the people that like your page. Find the offender in this list and click the "x" beside their name to delete them. They will no longer be able to comment on your page.

It is also possible to change your settings; by clicking on the edit page box in the top right corner and then into manage permissions. If you uncheck the box for "users can write or post comments on your wall" no one will be able to make comments or otherwise post information, good or bad.  Think a significant change like this through before implementing. Do you want people that "like" your page to be able to ask you questions and provide input? If so, do not change the "posting ability" setting.  A change like this takes away from the Facebook experience. In many cases, at least for small businesses, it is better to delete comments you don’t like and allow the interaction that comes from your followers comments. It's always great to see a happy customer comment on how terrific you are. Plus, it is great PR for your other followers to see a good comment as well!

Facebook is giving you several ways to handle umwanted comments. It's your decision as to what to do with them. Always consider your total strategy for using Facebook before making significant changes to your Page.

Have you had problems with people posting unwanted sales offers on your Page?  What do you prefer to do with unwanted or derogatory comments? Please post comments below.

Cindy
Marketing Pathways Web site
Cindy on LinkedIn

Marketing Tidbit #2

2011-05-13T14:44:00.001-04:00

Ever wonder what would happen if your list of connections in LinkedIn were lost?

Other LinkedIn members have lost their connections to glitches in the system. What if you have hundreds of connections? How would you reconstruct all of the connections you've worked hard to accumulate?

Every so often you should download your connections to an Excel spreadsheet. Go to the Contacts tab in your account. At the bottom of that page in very small print are the words Export Connections. Click on those words, choose Microsoft Outlook .CSV, fill in the security letters and it will allow you to download the list (including emails) to a spreadsheet.

If something happens to your list of contacts in LinkedIn-you're prepared!

Have you had a problem with LinkedIn you couldn't solve? Let's discuss here.

Cindy Neky
http://www.MarketingPathways.com

Facebook is the Third Largest Country

2011-04-11T15:30:00.013-04:00

Have you joined the Facebook revolution yet? If not, you better jump on board because the train is leaving the station, so to speak.

Did you know that Facebook has over 700 million users world-wide? If Facebook was a country it would be the third largest country in the world. Can you afford NOT to be on Facebook?

Who can use Facebook effectively?

Usually I suggest that clients who sell to other businesses not spend too much time on Facebook because business people don't use it as much for networking. However, that is changing. If you want to get to know some of these same business people better, you should get your own personal Facebook account. If you do use a personal account for business, make sure everyone knows you are using it for business. Otherwise you might have personal or inapporiate remarks posted, which is never good.

If you are selling your services or products to consumers, Facebook is a MUST, not an option. Those 700 million people are all consumers.

How can a business be involved in Facebook?

The other option is to start a Facebook Page, which is equivalent to a business page in Facebook. If you have never had a personal account with Facebook, you can open a business account that is for a business only. If you are a small business that the owner(s) already has a personal Facebook "wall" or profile, you must start a Fan Page, which has different functions than a business page. It's your only option. Trust me, they will find out.

What can happen if you make a mistake with setting up different accounts?

Several years ago I started a "business page" (different than a Fan Page-strictly for users that do not use Facebook personally) for Marketing Pathways. I wasn't using Facebook personally at the time.

Once my son got old enough and just had to have a Facebook page, I decided to also open a personal page to monitor his conversations (so far so good, by the way.) I used my personal email address for this personal page.

Recently Facebook figured out that I was the owner of both a business page and a personal page and shut down my Marketing Pathways Business Page! (I started up a NEW Fan Page a few weeks ago and would love for you to"like" my page.) Fortunately, I hadn't been using the old business page much. Now you are forewarned what can happen.

Last month there were some changes made to Facebook. Overall, most have worked out. It has limited design customization capabilities now, by anyone but an expert, but functionality has improved.

If you want to keep in touch with more people than you could ever imagine, you need to be on Facebook. Use it for prospecting, connecting and getting new business. Why miss out on 700 million people?

Become a fan of Marketing Pathways on Facebook. And now I use my personal Facebook page for business too (as well as keeping an eye out on my son), connect with me on my personal page- Cindy on Facebook.

What do you think of the changes that Facebook has gone through? Do you use Facebook much for business?

Cindy Neky

Marketing Pathways Web site
Marketing Pathways Facebook Page

2011-03-15T08:34:00.001-04:00

Please follow us on our NEW Facebook Page. Learn marketing trends and tips. Click here. http://ping.fm/2AqZh

Do People Still Listen to the Radio?

2011-03-10T11:01:00.010-05:00

Or should I spend my money advertising on it? That's really the question you are probably asking yourself.

Recently my teenage son and I were in the car traveling to one of his many activities. The radio station we were listening to was one a client of mine was advertising on. Every time the commercials came on he wanted to change the station. The commercials were what I wanted to hear! He politely said, "Mom, no one listens to the commercials." Ouch. Considering what I do, that was painful. (Fortunately for my client, teenage boys are not their target market.)

Yes, people do still listen to the radio, even the commercials. You probably won't find as many teenagers with a radio blaring in their rooms as you once would have. They are all listening to their ipods now. As long as we aren't legally or physically able to watch TV while we drive, radio will still be around.

Radio is an interesting medium for advertising. There are no more voracious salespeople than radio reps. They can convince even the least likely of advertisers that they can give them the deal of a lifetime. Radio isn't right for everyone though.

If you are in a business-to-business selling environment (you sell your product or service only to other businesses) then radio probably isn't a good option for you. The number of decision-makers in businesses that listen is small.

If you do sell to consumers, but only within a very small geographic area, then radio probably isn't for you either. Radio covers a large area.

Radio is best for businesses that can draw from a fairly large geographic area. Otherwise, much of your advertising dollar is wasted. True, the customers in your neighborhood will hear the commercial, but you are wasting dollars advertising to consumers miles away that have no interest in traveling to purchase your product or service or may even find the same type of business just down the street from them.

Statistics show that radio advertising has increased over the last year. Why is that? It could be for several reasons.

1. People still listen while they are in the car. There aren't too many other options for entertainment in a vehicle. At least not too many legal ones. So you have a captive audience. Advertisers recognize this.

2. Listening to the radio is still something you can do while performing other tasks. So consumers are still listening even if it is while they are doing other things. There are stations that cater to people that listen at work. Most of them are called "Easy Listening."

3. Costs were low. I say "were" because they have increased over the last 6 months with the resurgence in radio advertising interest. Some of it started with the recent election, but the phenomenon continues. Relative to other forms of advertising, it can still be a good "buy."

4. Radio results are quantifiable. If you place an ad and more people buy from you it is trackable.

5. Advertising on the radio works well with other forms of advertising. The reinforcement of your message is strong. It works especially well with print forms of advertising so that your prospects get both the visual and auditory senses stimulated by your advertising.

6. You can place a large number of "spots" on radio, which increases the number of times your prospects and customers will hear your message. Repetition is important in marketing.

7. It is still a relatively inexpensive way to advertise. Radio advertising can still pay for itself.

Radio isn't for everyone. And you have to be careful you choose a station that caters to your target audience. If your business serves a large geographic area and provides consumer products or services, it may just be for you. As always, it should be part of a total strategic marketing plan.

What do you think? Is radio advertising dead? Does it pale compared to social media? Let me know what you think. Comment below.

Cindy Neky

Contact me.

Marketing Pathways website

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Cindy on LinkedIn

The Five Step Success Cycle in Social Media

2011-02-11T08:51:00.000-05:00

Social media success is easy, right? You register on Facebook, twitter, LinkedIn or whatever site and start sending messages or particpating in discussions. How hard can it be?

You may be right. If all you want to do is talk to other people about what you had for lunch, what your kids are doing today or those big plans for the weekend then there isn't anything left to do but enjoy.

If your desire is to make serious connections for your business, then you really need to take notice, because there is a lot more to it than just participation. Without a plan, a real plan, you will be spinning your wheels. Social media can be time consuming if you don't have a plan and some structure.

There are five must-have's for every business or business person using social media as a tool for building their business.

1. Set a social media strategy. What you say and do in the offline world doesn't necessarily work as well in social media. Attention spans are shorter and people don't like the hard sell. Who do you want to do business with? Target them.

2. Establish a presence. Make sure all profiles and descriptions make full use of keywords and the important details people should know about you or your business. Be consistent across all sites.

3. Make a commitment to continually expand your reach. This is done by selectively finding your best customers, not just anyone that happens to come along. It doesn't mean you screen people out if they want to connect, but you will only search for those people that would be a good customer or contact for you. Remember, target marketing.

4. Nurture relationships with your target audience. Join in conversations. Offer free advice. Help them get to know you...as a person.

5. Maintain communications with your network. This means you consistently need to be active in the social media sites you choose to participate in. It doesn't mean you spend every waking moment on your sites, but it does mean each day you put some time into it. This is probably the toughest of the five. Scheduling and limiting your time is the best solution for not going overboard.

If your company has the funds to hire someone to handle your social media, this is a possible answer to the time crunch. If not, organization and scheduling will be imperative to success in social media.

If you want to connect with me, please send me an invitation on LinkedIn-see below. Please mention this article and where you saw it. I love to expand my connections.

What do you think? Are there more ways to be a success in social media? Please make your comments below. Questions about these five steps? Contact me at the email below.

Cindy Neky
Cindy on LinkedIn
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Marketing Pathways website
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7 Ways to Better Customer Service

2011-01-14T10:31:00.000-05:00

Many business executives believe customer service is part of operations. In reality, it plays a significant role in marketing your company. If the service you provide your customers is poor, word will travel fast. More so today than at any other time in the past.

Much of the reason bad news about customer service travels so quickly now is because of the internet and social media. Within minutes of a bad experience an irate customer can post a negative review. This review can be seen by thousands of people almost before you close the doors for the day.

Twenty years ago, statistics showed that for every unhappy customer you had, they would tell ten people. Think of all the places that a disgruntled customer can post a less-than-favorable review now. Facebook, twitter, Angies List, City Search, and a multitude of other online sites.

It only takes one employee having a bad day to create a bad situation for a customer. Have you ever had a client ask you for something that you didn't feel you should give them or couldn't? It could cost you money and possibly create an untenable precedent.

It's important to handle every customer service situation carefully. Each should be considered as important to your marketing as the advertisements you place.

Consider these ideas for powerful customer service:

1. Don't argue with a customer. The customer will always win in the end. They may not get what they want from you, but they will tell enough people that you will lose.

2. Consider how much you can lose in the long run. If a customer asks you to honor an expired coupon because they didn't know it had an expiration, consider doing it and saying "In the future we are unable to honor these past their expiration, but today we are happy to honor this because we appreciate your business." If you don't honor it, how much could you lose by the spreading of the story to thousands of potential and current customers?

3. Always err on the side of giving the customer more than you think they deserve. When you do, it probably still isn't as much as the customer thinks they deserve.

4. Decide how you would like to be treated if it were you on the other side of the counter or desk. What would make you feel as if you had been treated fairly?

5. Remember that whatever you decide to do in a tense customer service situation affects your brand and how people see your company. Thinking about this may help you make the right decision.

6. Make customer service from your company a joyful experience. Create an atmosphere of helpfulness that your customers will remember.

7. Go above and beyond every day. 'Nuff said.

There is no amount of advertising that can overcome lousy word of mouth. If you start with great customer service, your advertising will be more effective and create new sales for your business.

Cindy Neky

Cindy on LinkedIn
http://www.marketingpathways.com/

2010-12-17T15:56:00.001-05:00

I am reading this great article that puts marketing into perspective. This guy created excitement! marketinghttp://ping.fm/tJEkq

Five Easy Ways to Make the Most of Your LinkedIn Group

2010-11-30T08:25:00.001-05:00

LinkedIn is one of the “must have” social media sites for professionals. It’s where everyone posts their online resume’ and connects with others in the business world. The question for newcomers is how do I take advantage of it? There are many ways to use LinkedIn, but one of the best ways is to participate in the many groups that are available.

For those of you interested in joining a group on LinkedIn, it’s really very easy. Go to the groups tab and then click on groups directory. You can search through LinkedIn for almost any keyword you want. If you are a human resources professional, insert the words “human resources” into the search box. Over 50 pages of groups with the words “human resources” in either the title or description will pop up.

There is something for everyone in the LinkedIn groups. No matter what your interest, there is probably already a group of professionals that are talking about this topic through a group. Keep your eyes open for groups that people you are connected to are members of. You may see something that grabs your attention.

What are the ways that we can use LinkedIn groups to enhance and improve our business? After all, isn’t that one of the reasons that we join LinkedIn in the first place?

1. The first way to take advantage of the LinkedIn groups is as an educational experience. If you really pay attention to the discussions that occur within the groups, you can learn a lot. I have taken classes online that I found through groups of which I am a member. Webinars are offered everywhere about most every topic you can imagine, all touted through groups. Read the discussion notifications to see what topics they are discussing that you might learn from.

2. You can grow your network with other people that have a common interest. If you are a rabid Pittsburgh Steelers fan, then there are groups for that-three whole pages of them. If you own a small business in the Pittsburgh area, then the Pittsburgh Small Business Owners group may be for you. Search for whatever topic or type of people that you would like to be associated with. Go into the groups’ tab and search in the groups’ directory. Currently there are over 656,400 groups to choose from.

3. The next way is to enhance your brand. If you are an active member, which is always the best, other professionals will see you and your brand. If you participate in discussions in a thoughtful, helpful way, others will see you as a thought leader. Social media isn’t for selling, it is for getting to know others better. LinkedIn groups are a perfect way to accomplish this and expand your brand.

4. Groups allow you to contact people as if they are a first-degree contact. If you are involved in LinkedIn, you know that the only people you can contact directly by email are people that you are connected to, unless you are in a group with them. Joining a group expands your reach to possible new hires, experts and prospects.

5. One of the most important reasons for joining a group is to show that you are an expert in your field. If you are active in the group, you can help other members by answering questions they need help with. This is what social media is all about getting to know people better.

Join as many LinkedIn groups as you can. There is a limit of 50 right now, but that certainly gives the average person a great deal of opportunity to be educated and connected with other like-minded individuals.

What other ways can we take advantage of the LinkedIn groups? I want to hear your ideas. Please comment below and I will answer.

Cindy Neky

Cindy on LinkedIn

Contact Cindy

Marketing Pathways

twitter: @mktgpathways

Join Pittsburgh Small Business Owners on LinkedIn

Social Media for Business... Let's Learn More

2010-11-05T22:49:00.000-04:00

Why should you participate in social media? You'll generate exposure, traffic, inbound partnerships, and bring in new, qualified leads.

The best way to get results and the most benefits from social media is to show people who you are as a person. Even if you are a business, they need to see you as a group of people. Real people. To do that you have to employ a five-step success cycle.

Step 1. Set a specific social media strategy. The words that work in the offline world don't always work well in social media. The attention span in social media is very short. The message must be targeted, but it must be the same message developed in your other marketing vehicles. Stay true to who your business is in a more personal way.

Step 2. Establish your presence. Select the right social sites to be on and optimize your presence. Having a clear message will create advantages for your business.

Step 3. Make a commitment to continually expand your reach. Use advanced search capabilities within the specific social media sites to find your best customers. Did you know that the most utilized search engine now is twitter? Were you aware that a search for your favorite key words on LinkedIn can help you find your target market?

Step 4. Nurture relationships within your target audience. Social media is all about connecting with your audience. This isn't your father's website. It is a personal relationship builder. Learn to talk about the topics that interest your market. Let them see you as a person.

Step 5. Maintain your communication with your network. Update your sites daily. Facebook and twitter should be updated multiple times each day. Otherwise your target market won't come back. They will visit your site a few times and if the information is stale, they won't visit again.

Whatever you do, don't skip step one. Strategy is very important in social media. Without it you will flounder and the effort will be wasted. Just as you need an overall marketing strategy for your business, you also need a strategy for social media.

Start today!

Cindy Neky

Email Cindy

Marketing Pathways Information

Great Information About Marketing You Need to Read in Our October Newsletter. Strategic Thinking on the Go via #constantcontact

2010-10-05T12:35:00.005-04:00

Strategic Thinking on the Go via #constantcontact

Whether to Trademark or Not-a Marketing Perspective

2010-10-05T12:27:00.000-04:00

Not an Attorney or an Attorney Spokesperson

I want to start off by saying that I am not an attorney, do not have a legal degree, have not taken any law courses, and know absolutely nothing about the law, except what I have seen in Law & Order or The Good Wife. But I do know how the law relates to marketing and would like to share that here.

For more years than I care to count (and really, at this point I don't have enough fingers or toes to do it), I have been a marketing professional in one capacity or another. During that time I have been fortunate not to see or hear of too many legal problems with marketing and advertising. But it does happen from time to time.

What can happen

Mostly it is a business using another company's name, logo, tagline, or other proprietary material in an unflattering way or in a capacity that takes money out of the pocket of the original owner. Less often it is the theft of an idea or creative character. After hearing of a few of these over the years, I am convinced of one thing- if you have a business name and/or logo that needs protecting, you should do it.

Now that the internet is here and only growing stronger, people all over the world see your business name and mark. Someone in Boise may see a company name in Orlando that sounds great. Hey, why not take it and use it here in Boise? No one will know. Or will they...?

A True Story

Years ago I had a friend with a company that had a terrific name that really spelled out what her company was and who was involved. She had the foresight to protect the name (through an attorney) in every state in the country when she started the business. Once the internet came into being, she searched and found that there were businesses with the same name all over the country-Chicago, Texas, Connecticut-all places she thought she was protected in.

At that point there were too many of them to fight. She sent "cease and desist" letters to them, but it was too overwhelming and costly. A great name and terrific brand lost its luster.

She eventually sold the business and moved to Los Angeles for another opportunity. It is unclear whether this theft of her business name affected the price she got when selling her business. It is very possible that it did make a difference.

It isn't just the loss of your investment that can be affected. What about search engine optimization and getting a spot on the first search page of Google?

Obviously something went terribly wrong with her registration and protection of the name of her business. But what would have happened if she hadn't done anything? Probably the same thing-her business name everywhere. This doesn't mean you shouldn't trademark your business name and logo because nothing will help. It does mean that you need to make the attempt and do it the right way.

What Can You Do?

Now that there are inexpensive online sources for trademarking your business name and logo, I suggest that you consider this strongly if you can't afford a trademark attorney. Even if you are a local business, now that the internet is here you want to protect as much of your business as you can. You can perform a search of your own on the United States Patent and Trademark website (USPTO.)

For larger businesses needing help I suggest contacting an attorney that specializes in trademark law. If you are already doing business in multiple locations this is an important part of commerce. Smaller businesses may not have the funds to do this through an attorney. Rather than not doing anything at all, you may want to try one of the online sites such as LegalZoom or LegalAce.

More Info...

Trademarks are words, names, symbols, devices and images that are used to identify any goods - physical commodities used in interstate commerce. Service marks can be words, names, symbols, devices and images that are used to identify services.

You do not have to register a trademark to protect it, but this onlooker to the legal world believes it is worth discussing and looking into. Don't be surprised later when it is too late.

Where to Go

Applications for trademark registration and service mark registration can be electronically filed using TEAS - Trademark Electronic Application System. The USPTO is encouraging applicants to file electronic registration applications. Fees can be handled electronically as well.

For more information, you can visit the United States Patent and Trademark website, Wall Street Journal- How to Trademark a Company Name,or eHow.com.

As I said before, I'm not an attorney, nor do I represent any, and I am not saying that either of the online companies mentioned in this article will do a great job for you, so check this information out with your legal advisor. (Don't you just love this legal mumbo jumbo?)

Cindy Neky
Cindy's email
Marketing Pathways information

How Do You Find the Right Graphic Designer?

2010-09-12T13:51:00.002-04:00

Many businesses try to make their own marketing decisions. Small businesses are those we find most often feel they can't afford to hire outside experts. OK, you may be able to stumble through some ads, commercials and special events. You may find that the results aren't that great and you just can't figure out why.

There are many reasons why your marketing may not be working, but don't make one of the biggest mistakes that many businesses make, designing their own ads and brochures. Prospects can tell when someone in-house put an ad together. They aren't fooled when they see a one-sheet flyer that was printed on a color printer and designed by the administrative assistant that is an expert with spreadsheets, but not with design software.

So how do you find the best graphic designer? There are several places on the internet where you can find a graphic designer. You can try guru.com, elance.com, or 99designs.com. You will get very inexpensive graphic design help for logos, brochures, and other collateral.

Going online to find a designer is certainly better than having someone in-house put out work that is clearly not professional. There are problems with it though. You get a low price, but be careful. The old adage that you get what you pay for is not a bad rule of thumb. Many of the designers at these sites are overseas. While they are willing to work for less money, they are also not well versed in what sells in the United States. If you are hoping for someone that will be able to proof his or her work for you as well, it might not happen. Remember, you never meet this person face-to-face and you don't know who you are really working with.

Another way to find a good graphic designer is to look locally. You can find them through locally based Web sites, such as the Pittsburghcreative.com Web site for the greater Pittsburgh, PA area. Or a national site like topdesignfirms.com., which has listings of designers in cities all across the U.S.

Don't forget social media sites such as LinkedIn. If you use the search on the LinkedIn site for a graphic designer in your city, you will find many local professionals. The advantage of using LinkedIn is that you will be able to see what their background is and if anyone has recommended them. In addition, you can ask other professionals through groups on the site and that you are connected to. It is a wealth of information for this type of search.

Using someone locally is going to be more expensive than the designers online. However, you will have someone you can actually meet with if you want to. Plus, the quality should be better, there won't be any language barrier and they know your market. These reasons alone can be worth the extra money you will pay.

Don't forget to ask business people you know, who they use. If you like graphic design work you see, ask who they use. This is a great way to get someone that designs work you like.

There are several ways to find good graphic designers. Online design sites, online referral sites and direct referrals allow you to pick the best person to work with. Don't use that secretary that has never designed anything before. It shows.

Are there any other sources I've missed? What do you think of the online sites? Please comment below.

Cindy Neky
Contact Cindy
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See Your Clients In Person For That Personal Touch

2010-09-03T20:00:00.000-04:00

Too often we get so caught up in thinking of ways to reach our customers-online, mail, Web site, twitter, blog, and Facebook- that sometimes we forget the old fashioned way, seeing them in person.

For those of you in a business-to-business (B2B) selling situation, that means going to your client's office or maybe even taking them to lunch. A business-to-consumer (B2C) seller should get out on the sales floor more often.

Sure, you have plenty to do in your office. Bookwork, address personnel issues, or finish your most recent project, but there isn't anything more important than the personal touch of seeing your clients face-to-face. While we are all busy (is there anyone out there that isn't?), your clients and customers still want to see you and know that you care.

OK, I realize it may sound a little corny, but the people factor still plays a huge part in selling any product or service. People still buy from people.

There has been a huge increase in online purchasing. Which means there is a lot of buying done without any personal interaction. And if you can sell your product in strictly that way, you are extremely fortunate.

Many sales still depend on some personal interaction and it is critical that you know when your marketing depends on it and when it doesn't. Don't ignore your customers and the necessary personal touch. Try not to forget them when you get busy with the operational part of your business.

A few ways to reach out and touch your clients:

Retail Businesses-

1. Personally greet your customers when they come through the front door. How many times has that happened to you? Differentiate your business.

2. Ask their opinion of new products you are carrying or thinking of carrying. Give them samples to try.

3. Have an open house or theme event. Announce that you will be holding a holiday open house with food, prizes and/or speakers. Choose an unusual holiday such as National Popcorn Day, National Pie Day, Friendship Day, or Son and Daughter Day. Be creative.

Commercial/Industrial Businesses-

1. Have an open house at your headquarters. Invite all your good clients and prospects.

2. If you are a national company, hold regional meetings closer to your customers' location. Invite several attendees and give them a chance to meet other clients.

3. Surprise your customer by personally delivering a small gift to them, for no special reason.

These aren't the only ways, but this gives you an idea of the type of personal attention you can give your customers.

Spend time with your customers, so that when your competitor comes knocking at their door they won't answer.

Cindy Neky
Contact Cindy
MarketingPathways

The 12 Most Powerful (Copy)Words in the English Language

2010-09-03T19:04:00.000-04:00

As a copywriter, there are times when I am asked by clients why I use certain words when writing an advertisement. Whether it is for an ad in a publication, online, a direct mail piece or even a radio ad, they don't always understand what words or groups of words work best when marketing a product or service.

Let me explain. Copywriting isn't like other writing. You won't find good copy in a newspaper article. Hopefully, you will find great writing known as journalism. Writing copy is based on getting the reader's attention as quickly as possible and stating your case for purchase of your product or service as clearly as you can.

With ads of any type, you have less than 2 seconds to grab the attention of whoever is reading or watching your advertisement. Not much time to state all the positives of your product or service. That's why a good headline is important in a print ad. Or why the first second or two of a television commercial is critical. (Does anyone still watch them now that the commercials almost outlast the show? Plenty of time to get that snack, do the laundry or take that much needed bathroom break.) Or why a billboard advertisement needs to state its case in a short, but impactful way.

There are specific ways to write effective copy. Some words draw the reader's attention to your offer more than others do. At times, the writing that will create the most impact with the reader isn't proper or a correct use of the English language. Copywriting isn't the English your elementary teacher taught you. It isn't for those who are compelled to strictly stick with only correct grammar. In fact, quite often the words for a great ad aren't correct or proper at all.

There are also those words that are more powerful to use than others are. These are the most profit producing words you can use in any marketing campaign. Copywriters know about them, but few others know how commanding these words really are. When used effectively, they can increase the results of your marketing.

The twelve words below aren't going to surprise you because you see them in ads all the time. Now you know why. They are the most powerful words used in copywriting.

1. You
2. Save
3. Money
4. Easy
5. Guarantee
6. Health
7. Results
8. New
9. Love
10. Discovery
11. Proven
12. Safety

These words have been studied and have shown they elicit the strongest response by people seeing or reading an ad. If you combine them, such as " You Save Money", they become even more powerful. Don't be afraid to use them multiple times in your advertising.

You may wonder why the word "Free" isn't included in this list. When used correctly, it can be even more effective than the twelve words listed above. The word "Free" has been overused though, especially on the internet. Some of its benefit has been eroded because of this.

Keep these twelve words in mind when you (or someone on your behalf) write an advertisement. They could drastically improve the response to your direct mail piece, online blog, newspaper ad or whatever marketing vehicle you are using.

Let me know what you think or if you have questions about these words and writing effective copy.

Cindy Neky
Email Cindy
cneky@marketingpathways.com
Marketing Pathways

Strategic Thinking on the Go via #constantcontact

2010-09-03T15:25:00.000-04:00

Strategic Thinking on the Go via #constantcontact

Does My Business Need a Blog?

2010-08-18T08:44:00.000-04:00

The simple answer to this question is yes. Every business today should have a blog of some sort.

We've all heard of blogs, but what is a blog? The word blog is short for Web log. Started a few years ago by someone that thought all of their friends should know their thoughts and feelings-like reading their diary.

The blog has developed into a communication vehicle for not just individuals, but businesses as well. Whether you sell to consumers or to other businesses, a blog can be an effective way to casually provide information and opinion to your customers.

Many smalller businesses may find it difficult to find the time to blog often. If that is the case, do it when you have a topic that is relevant for your clients. That may be daily or it may be monthly or less often. If your clients know that from time to time you will be providing information in a blog, they will look for it.

The mistake that I often see is the infusion of personal issues into blogs. Any time you are writing creatively it is always good to infuse some sort of "personal" knowledge or experience. It makes the information more believable. However, you should leave business blog topics to business related information. That doesn't mean you can't use a topical theme to make a point (see my blog about American Idol.) But don't write about your son's baseball game or daughter's dance recital unless it somehow relates back to a business topic.

Recently I had a bank senior administrator ask me whether a blog would be good for their business. I told him it absolutely was a necessity in today's competitive financial environment. A blog personalizes a business that in most cases, seems exactly the opposite.

Even if you manufacture steel for a widget company, a blog will make your business seem more in tune with customers. It will give you a way to positively address those nagging questions that they have or even answer product use questions.

Be creative with your blogs and people will continue to come back time after time. You will be seen as the expert in your field, no matter what field that is.

What do you think about businesses blogging and how it can help or hurt them? I want to hear your thoughts.

Cindy Neky
Contact Cindy
Marketing Pathways Web site
Cindy on LinkedIn

Strategic Thinking on the Go via @constantcontact

2010-08-02T22:01:00.001-04:00

http://myemail.constantcontact.com/Strategic-Thinking-on-the-Go.html?soid=1102839655633&aid=y1Z_nA9JwFE

Do Webinars Work?

2010-08-02T10:03:00.003-04:00

Have you ever attended a Webinar? A Webinar is a seminar that you can attend from the privacy of your own office (or even your home, if you choose.) Just use your computer to sign in to a link provided by the company giving the Webinar.

Most of the time they will provide a PowerPoint presentation for you to follow along. Often there will be graphs or other information that can be downloaded or printed out for later use.

An advantage of giving a Webinar instead of an in person seminar is the cost. No longer is it necessary to rent a facility and send out invitations or advertise the event. You can easily and inexpensively invite your email subscribers to attend.

Attendees are able to email questions to the speaker so they may be answered either during or after the event. It is even possible to survey your participants and relay the information immediately back to them during the Webinar.

For instance, let's say you were discussing marketing for manufacturers and you wanted to know how many of your audience members were in a particular industry. The attendees would be able to respond and you could immediately tell your audience what percentage of them were in that industry. Just as good as having them raise their hands!

It is also easier to provide a Webinar to a market that is geographically in many different places. If you have locations all over the US or if your target market is spread out, you can easily train them on new products or services that you offer.

Webinars aren't perfect though. One drawback is the lack of face-to-face interaction. Sometimes it just means more when you look your audience in the eyes. The personal touch can get lost online.The other problem encountered during a Webinar is getting the full attention of the attendee. There have been more than a few times that I have gotten an important phone call during a Webinar, which I chose to take. Even though I was no longer participating in the Webinar, I was able to later download the portion missed.

Consider a Webinar for your marketing program. If you haven't considered using Webinars or something similar in your sales and marketing plan, you should consider one. It''s the easiest way to speak to your target market or even employees without leaving the office.

Cindy Neky
Contact Cindy

Hackers Leave Me Alone

2010-07-28T15:51:00.001-04:00

A few months ago I was hacked. Never had it happen before that I am aware. It happened on Twitter. I received a direct message from someone that I follow on Twitter. It was a strange message and I went ahead and clicked on it to see what she was referring to. That was my first mistake. When I went to the Web site it was a nothing site. So I contacted my friend directly through Twitter to inquire about the email. She found that she had been hacked.

Evidently she contacted Twitter, because I received an email from them telling me to change my password. Unfortunately, I was so busy with projects I couldn't get to it right away. My second mistake. She contacted me a few days later saying that she had gotten a direct message from me through Twitter with some questionable content.

And so it goes...after all the times that I didn't open an email or attachment for fear of getting a virus, I innocently did this once and got hacked. It never occured to me that I might get hacked in Twitter. Just proves we can get hacked anywhere.

Another friend around that same time had her blackberry stolen. In it she had all of her passwords and important information. The person who stole it went into her Facebook account and hacked it good. All of her friends got a rude awakening. Her Facebook page had to be shut down immediately.

My password has been changed on my Twitter account. My friend has a new Facebook page. But it makes me feel vulnerable and maybe more aware just how simple it is for someone to get into our lives. My Twitter account is for business tweeting. So, you won't get anything of a personal nature from me there. I've learned my lesson. Drop everything to address a possible hack!

Cindy Neky
Contact Cindy
Marketing Pathways
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