Determined to make your social media relate to your other marketing?

Over…just really over…the idea of the week format?

Social Media, like any marketing strategy, requires a holistic approach:

What do you want to accomplish?

When and how do you choose to converse with your audience?

Funny, but it all relates.

How do I know? I’m there.

Earlier this year with the help of local business owners, I surveyed best practices for social media: real-world, real-time tactics. The findings are summarized in my latest e-book, The Four Week Marketing Master Plan. Social Media, Chapter 3, includes 38 pages of helpful tips and worksheets.

I present “Marketing with Social Media, Class #55623 for the University of New Mexico Continuing Education (UNMCE) in July.

Class participants receive my e-book chapter PLUS specific coaching to present a social media game plan to their peers. In addition, during the three week course:

• Discover an easy formula to help you choose your social media platform
• Energize your social media practices by connecting with fellow participants
• Review and critique online bios
• Write and present typical tweets for your business
• Discuss do’s and don’ts of status updates for Facebook
• Reinforce the pros and cons of Google + and Pinterest

Boost your personal and business visibility with the best of new media

Join the discussion by enrolling in this class.

Details:
Course Title, Number: Marketing with Social Media, #55623
Dates, Time: Mondays, 6pm – 9pm July 9, 16, 23 – 9 hours
Description: Expand awareness for your business or job search by combining traditional and social media. Market 24/7 with an Internet storefront showcasing who you are and what you do. Learn about a range of tactics that can help you stand out: Facebook, Twitter, and LinkedIn, plus social bookmarking, blogs, YouTube and many other options add exposure to your website. Take charge of your Internet reputation. Focus on strategies for distinguishing your company from that of your competition or ways to stand out as a job applicant.
Fee: $229

Enrollment opens April 30, 2012.

Will you be there?

The rapidity of change challenges the best marketing plan these days.

Your job as a small business owner hardly leaves time to make sense of social media, let alone deal with the ongoing expansion of social channels. Potential solutions may be nearer than you think.

On behalf of Univeristy of New Mexico Continuing Education (UNMCE) I’m leading a five-week certificate series entitled, “Smart Marketing.” There’s still time to enroll in Class No. 37066 – Smart Marketing Series.

The Smart Marketing series is based on the latest edition of my e-book, The Six-Week Marketing Master Plan.

In addition to receiving a copy of the 197-page book, participants also:

• Serve as a sounding board for peers, discussing real-world problems and potential solutions
• Identify best-practice marketing tactics to increase product/service visibility
• Develop detailed action plans with time lines, based on individual business goals 
• Concentrate fully on business, rather than multi-tasking as usual
• Increase marketing effectiveness with exposure to what’s working 
• Brainstorm tactics to most effectively generate success
• Hold each other accountable with a firm structure and five-week goal

The Smart Marketing series begins Thursday, March 22, 2012.

Details:

6pm – 9pm, Thursdays beginning March 22, 2012, ending April 19, 2012

UNM CE – Class ID 42644A

Tuition: $399.00

Official Course Description: Smart marketing invests your time, saves your resources, and employs today’s techniques for developing and promoting your business or organization. Based on the revised and updated e-book, “The Six-Week Marketing Master Plan” by Mary Ellen merrigan, you will come away with a solid plan and a practical process you can implement now. In this course you will: Discuss and define target audience, understand the social threesome, formulate and priorities edit lists for your website, prepare to launch an online media room, plan promotions for your business, and build your own One Page Marketing Plan.

Declare war on uninspired marketing and enroll in Smart Marketing today.

Now, you’re planning a press release to talk about business expansion or some other newsworthy topic. You’re hoping to garner some free media in order to make a bigger splash.

How about updating the “old school” press release before you go further? Hint: I’m not advocating blasting the release to hundreds of sites. That’s spam.

Instead, settle back and consider some creative ways to utilize social media for increased visibility.

Here are 10 ways to make your next press release more socially effective:

1. Post your press release on your website. In today’s info-laden world, content is king. Your press release adds fresh content to your site, helping it attract search engines. One client pointed a reporter on deadline to online information and thus was part of a feature because background information could be accessed immediately.
• An interactive website lets visitors share articles to other places online. Even a rating system such as “thumbs up” encourages people to share.
• Social media icons advertise your community involvement, tell customers where to find you and let visitors help spread the word.
2. Blog your press release. A blog post allows permalinks for your information, making it more searchable.
• You may also choose to create a Google customized URL or a link shortener such as Bitly.
• These options let you track click throughs to discover traffic sources.
3. Share from Facebook. One thing we know: the Facebook audience likes to stay on Facebook. Make it easy for your audience to get information from Facebook as you share from your Facebook business page.
• Many widgets allow for automated sharing, so your post could also be funneled to Twitter.
• Do you have other social communities? Investigate Facebook apps to find additional options.
• Of course, your press release can and should contain a link to your website.
4. Post a photo. A dramatic photo about your topic makes a perfect complement for a press release. (NOTE: This is not a posed mugshot.) Photos capture more attention than text.
• Upload a photo to your favorite social site: think FAcebook pages, Twitter, Pinterest, Flickr and more.
• Submit a great photo to local TV channels and request coverage.
5. Use invitations to highlight an event. Send an invitation to your followers on Facebook. Launch an E-vite, or, create a MeetUp. List-serves such as Yahoo Groups, if you belong, or dozens of others offer promotion opportunities. If you’re looking to build public attendance at an event, promote early and often and don’t hesitate to remind people.
6. Tweet. Use Twitter’s 140 characters to provide some detail or, tweet a link to your release.
7. Record a podcast offering more details or background information on the press release topic and post it. People prefer to get your information on their terms. For those audio-oriented people, a podcast may be perfect.
8. Make a video. Film an appropriate product demonstration, for example, or include a company spokesperson giving more details about the press release. Customer testimonials add another dimension of authenticity.
9. Choose an infographic to provide details about a survey you’ve produced or research you’ve done. This could be the piece that goes viral.
10. Finally, leverage Google+. From your company brand page you can share to your circles and request others do the same. Given the power of Google’s search engines it only makes sense to utilize this resource.

As you add social media to press release, don’t ignore the power of your company newsletter or your email campaigns.�
In the quest for free publicity, we often forget our customers. Social media helps us cultivate and honor those relationships.

What other social avenues can you think of for your press release?

During the past few weeks I’ve talked with dozens of small business owners about social media and their approach to it. I’ve read blog posts and white papers on social media and thought carefully about the approach I advise people to take.

The conclusion I’ve reached: clarity across all social media channels builds synergy…and that means your message is amplified!

Let me explain with a bit of a case study.

Cynthia Morris, friend, client, creative coach and author of the soon-to-be-published novel “Chasing Sylvia Beach” said she’s using an existing project to talk about the problems her audience faces daily. Simple. Effective. And this strategy works across all social media channels.

The idea builds positive momentum for Cynthia’s content (on Facebook and on her blog) and ignites buzz for her book in the process.

Meanwhile, she adds to her content offerings with well-coordinated products such as this author retreat.

Like most of us, Cynthia evaluates on an ongoing basis.

“What’s working? What’s not?”

“Twitter’s not doing anything for me. I don’t see the kind of results other people are getting,” she said.

The answer? Time to be a little more strategic. She posed a question,

“Could Google+ be a little more useful than Twitter for me?”

Meanwhile, her tactics include continuing to Tweet, where she promotes her own products such as “Feed the Content Monster,” or “Free Write Fling,” uses the hashtag #writing, and comments on creativity and other topics.

When quizzed about her most successful ongoing social media tactic, Cynthia sites email.

“An email to my list generated five figures in sales one day last year. That’s working pretty well.”

The conversation with Cynthia sprang from my ongoing work with Social Media as I began the re-write of that chapter in the third revision of my e-book, “The Marketing Master Plan.”

Cynthia quickly and passionately called for a reduction in my questions. Her advice for others:

“Use the opportunity to get a light bulb moment for yourself.”

The conversation was a light bulb moment for me. Cynthia’s input:

“These questions involve serious focus and thought. Reduce them. It’s too long. The average person won’t answer these questions. They’ll simply feel overwhelmed.”

When you talk with your audience, think about the problems that keep them up at night. So, if you’re talking with me or any of my marketing friends these days, you may want to talk about strategic messaging in social media.

And, by the way, don’t just give me your pat answer. Tell me why strategic messaging is working for you. What do you notice?

The class is focused on marketing and publicity tactics necessary for artists, designers and other professionals. Participants explore benefits of media kits, promotional calendars, email signatures, and web-ready bios.

Real-world examples help students understand how to apply the information. Interactivity is encouraged during each of the three two-hour sessions. Exercises center around steps to move each business forward.

Elements included in the series:

• A basic overview of publicity/visibility options and why they’re critical to success
• General press releases and other information to publicize your work
• Social media, the new PR effort, and how it impacts you
• Prioritizing action items to get the word out
• Getting started with a plan

Previous participants say:

Mary Ellen’s program brings out the excitement in marketing and promotion (and I never knew there was any)! I learned to describe myself, not just present facts. – Chandra Bales

This course helps you focus on your strengths and how to market yourself. It helps you work through the challenges most of us put off, but are highly important in marketing yourself. – Veronica Bafo

Take charge of your marketing efforts. During this six-hour class you’ll build and present a mini-marketing plan, one you’ll be able to put to use immediately.

Sign up details: 

• UNM CE #55622, Marketing & Self-Promotion for Digital Artists
• 6pm – 8pm, Tuesdays, March 13, 20 and 27
• $179.00 fee
• Discounts may apply

Will you leave your marketing to chance or sign up for this course?

NOTE: If you’re still unsure, join UNMCEDigitalArts on Facebook for updates and discussion about Digital Arts at UNM Continuing Education, including this class.

Too simple? Simple makes sense.

If you have difficulty narrowing a myriad of projects to one goal, welcome to reality.

I participate in a mastermind group that tackles reality with a theme. Each participant develops the wording to focus their actions for the year. For example:

• Transcend What Is and Invent The New
• New Me
• Heart Vision, Intuitive Momentum

The theme offers a solution to multiple projects because, like an umbrella, it embraces all. Scheduling determines priorities.

Although every person has the same amount of time in one day, some get far more done than others. I’m convinced productive people know exactly what they need to do.

The steps look like this:

1. Establish a theme
2. Define goals
3. Break goals into realistic steps, i.e., what will I concentrate on this month?
4. Take monthly goals or concentrations and divide them into weekly ones
5. Each week, for example, list the top 10 goals for the week
6. For each weekly goal, list the steps or tactics that must be taken
7. Define a realistic amount of time for each tactic
8. Physically schedule tactics on your calendar

A calendar facilitates reality. If you have realistically estimated the time involved and marked it on your calendar, it’s simple to see if you are over-committing. I, for one, frequently list far too many projects for the time allotted if I fail to visually map out the tasks on a calendar.

One of my most important projects for first quarter 2012 is paring my 198-page ebook, “The Six Week Marketing Master Plan” to Four Weeks.

• Step one is to revise the 45-day table of contents (toc) outline to a new 30-day outline.

My TOC outline is due on/before next Tuesday. I estimate it could take as long as three to four hours to complete. My calendar has time blocked for completion of this task.

• Step two, the copy portion of the project gets more complicated.  Working from the toc outline I plan to complete all content rewrites prior to February 15. I will then and submit the new product to a graphic designer for finalization.
• Step three, the finalization of the project will be complete on/before March 15, 2012.

I determined one action – the rewrite of this ebook – could significantly impact my business in the next few months. I added accountability to my own project with a promise to copy someone else on my toc outline due next Tuesday. Then, I published my own deadlines here for the world to see.

It’s simple, this effort of gearing up to pare down.

What one action could have a real impact on your business for the next few months?

What’s stopping you from taking action?

A recent study suggests that companies of all sizes are re-evaluating their social marketing strategies.

More than 80% of those polled said their companies were failing to implement world-class social media strategies, although the majority acknowledged the rewards of social media programs outweighed the potential risks.

From a practical standpoint, mastering the learning curve of social networks is critical.

A course offering from UNMCE (University of New Mexico Continuing Education), “Marketing with Social Media,” addresses the problem, helping participants jump start their process.

About the course

The nine-hour series offers a strategic approach to social media. An assessment helps participants understand the gap between where they are and where they want to be, goals are established and tactical steps outlined.

Throughout the series, customized solutions are discussed.  Expert case studies offer examples of successes and failures in the social world.

As students dialogue their own options, practical answers begin to form. Systems and processes are discussed.

Homework specific to business marketing furthers understanding. Finally, a short term and long term strategy helps each learner understand how best to use social media.

Additional topics covered include:

• Social media for brand promotion
• Integrating the website with social media
• The growing importance of location-based services
• Advantages of selecting one social platform as a company hub
• The difference between broadcasting messages and conversing with customers
• Creative marketing strategies for small business survival
• Realistic schedules for social marketing

A recent UNMCE Infobyte previewed this class. 

 My talk was filmed and you can see it here.

“Marketing with Social Media” details:
Class # 55623

6pm – 9pm, Monday and Wednesday evenings, November 7, 9 and 14
 $229
 Register online

Will you be part of the classroom?

Similarly, businesses might evaluate communications in preparation for the New Year. The realities presented by 2012 demand a freshened marketing approach.

Traditional marketing plays the numbers game. It uses sales, advertising, promotion and public relations to send the message out.

The average person gets more than 2,000 outbound messages a day.

Trade shows, direct mail, television, radio and print advertising, all examples of traditional marketing, continue to lose effectiveness.

Studies show today’s customer chooses inbound communication, finding information on their terms. Can your business meet the demands of “real-time?”

In a presentation to clients at the Santa Fe Business Incubator, I listed five communication realities represented by these changes:

1. Because of the attention economy, now more than ever, your message must be defined and honed for your ideal customer.
2. Smartphones already play an important role in our lives. How mobile-friendly is your business?
3. New tools to consolidate information emerge daily. Your competitive advantage may well depend on your use of technology.
4. Interactivity is essential in all communication. This means the brochure website is dead. Not only must your website be interactive, but business must make responding to customers online and offline a priority.
5. Nothing substitutes for smart goals and good planning. Begin now to define your benchmarks for 2012.

Evaluate your business against these five realities. On a scale of one to five, with five being strong, how confident are you about your current situation? Download the pdf now. Are you prepared?

“Business more than any other occupation, is a continual dealing with the future.”

- Henry Luce

If you’re considering how social media will impact your business in 2012 attend a free infoByte session “Current Trends with Inbound Marketing and Social Media,”sponsored by UNMCE, University of New Mexico Continuing Education 5:15pm – 6:30pm Tuesday, September 27, 2011.

Presenter Mary Ellen Merrigan discusses the real problems encountered when solopreneurs and micro business owners plunge into business on the web and offers suggested solutions.

With more than 52% of companies world-wide now using social media, there’s no question of its viability. Business owners must increase social media effectiveness.

If you’ve held back because you don’t yet have a perfect strategy, or, if you’ve procrastinated about pursuing social media, this presentation is for you. Understanding these simple truths prepares you for the coming year.

Local examples and case studies offer practical solutions anyone can implement. Mary Ellen provides a simple and clear “how-to.” She presents the importance of action.

The “Five Social Media Truths You Need to Know for 2012” include:

1. Explosive growth leads to channel fatigue
2. Content continues to gain importance
3. Tools to manage social media proliferate
4. Boost website traffic through interactivity 
5. Plan tactics to increase success

Each truth contains a “silver lining,” identified as a specific action or series of action steps to combat the problems the truth represents. Examples from a variety of industries show the value of knowledge and planning.

All attendees receive worksheets as well as tip sheets with additional tools and resources.

Register online.

Details:

Title: Current Trends with Inbound Marketing and Social Media: Five Social Media Truths You Need to Know for 2012

Date: Tuesday, September 27, 2011

Time: 5:15-6:30pm

Place: UNM CE, South Building, 1634 University Blvd NE

Fee: No charge to attend. RSVP required

Business climates change. The competitive landscape shifts. Communication tactics morph (Facebook, anyone?) and your business is forced to take notice.

If additional marketing focus is one of your business goals, enroll in “Four Weeks to a Master Marketing Plan,” a class series presented by the Albuquerque South Valley Small Business Development Center.

The Marketing Master Plan derives its success from facilitated sessions with small business owners. This series begins Thursday August 11, 2011 at the Albuquerque Hispano Chamber of Commerce, 1309 Fourth Street SW.

Details: 1pm – 4pm, Thursdays
August 11, 2011 – September 2, 2011
Investment: $250 per attendee
Register online

Dozens of small business owners have completed this series. When asked what they liked best about the classes, previous participants said:

“Group feedback from peers who are knowledgeable and interested in class discussions”

“Directed conversation”

“The push to pinpoint your client and describe your business in seven to eight words is very helpful”

“Development of business bio”

“Goal setting”

“I enjoyed peer input as well as the introduction to many tools to assist in my marketing plan.”

“Finding out ways to multi-task”

“Feedback, helpful weblinks and utilities”

“The comfort level to ask any question”

Five reasons to consider enrolling in the Four-Week Marketing Master Plan class series:

1. The structure of this program makes it easy to proceed. No more questions about where to start. Instead, you focus on your business, beginning with its goals, an analysis of its strengths and weaknesses and an overview of your best customer.
2. Small groups increase your market planning effectiveness. Participants serve as sounding boards, trusted advisors and creative catalysts for brainstorming.
3. With no ringing phones, you concentrate fully on your business and identifying the marketing tactics to make your product/service noticeable.
4. Interactive weekly meetings hold you accountable and by the end of the four-session class series, you develop a detailed plan with time lines for each action.
5. The workbook, 197-pages of worksheets, guides, resources and questions, is yours to keep.

Costs for the sessions is $250. Participation is limited to 10.

Sessions are presented by Mary Ellen Merrigan, author of “The Six-Week Marketing Master Plan.”

Comments from previous 6WMMP participants include:

“I found it was easier to start thinking about a comprehensive marketing plan for my own business through our sharing and feedback sessions and reviewing other class attendees’ strategy.” – Aubrey Owens, BigByte.cc Corp

“Positive ways of learning how to manage the marketing mudslide and use it to your advantage.” Jonathan Kronz, Aveda Institute New Mexico

“I love how the material holds you accountable with lists and worksheets.” – Karyth Becenti, Mark Pardo Hair Skin Body

“Mary Ellen’s program helped me focus, answer questions, and provided direction and suppork.” – Dolores Maez, Inn at the Delta

“The people you meet in class are wonderful and the synergy of ideas are mind-expanding. So much information – you leave each session bursting with new ideas.” – Margaret Onuska

“Mary Ellen’s program was very informative with many social media ideas as well as a detailed outline on developing a marketing plan.” – Janea Davis, Advanced Transcription.