Asking for Referrals

Referrals are a great way to get new business.  Word of mouth marketing might be one of the oldest forms of marketing but in my opinion, is still the most effective.  Nothing sells your product or service better than praise from a trusted source.

So how do you get more referrals?  It's simple, ask.  As my mama always says, "throw it out there, all they can do is say no."  The best time to ask for referrals is right after you've exceeded your customer's expectations.  Briefly state that you're happy they are satisfied and would love to assist any of their family and/or friends who could also use your services.  Shazam! Done.

There is no boring sales pitch leaving your customer feeling greasy, just a mere mention.  Also consider rewarding your customers for their referrals.  It really is the biggest compliment to your company that they would be your advocate, so give them a little thank you.  Gift cards work great and you can even say "thank you" on your Twitter or Facebook feeds as an extra acknowledgment.

Tips for Preparing an Outstanding Resume

No matter if you are in the business of sales or marketing, I'm sure we can all agree that the hardest thing to sell is yourself.  Any good sales person can give you at least five good reasons why dirt in a desert is an ideal investment, but does he have the skills to convince you to hire him? 

Having recently helped a friend with his resume, it got me to thinking about the fundamentals of a good resume.  He, even with several years of experience and tons of success, still had issues talking about how great he was.

So here are a couple tips I have found to be helpful when preparing an outstanding resume.

• Even if you're not looking, keep a log of all your accomplishments.  It's extremely difficult to remember all the things you've done, especially if it's been a couple years.  Keep a list of everything you do, even the tasks that seem routine.  It will help tell your story.  If you don't use this information for a resume, it could be helpful when asking your current employer for a raise. :-)

• Quantify your accomplishments.  Numbers and figures don't just impress accountants anymore.  Some tasks are easier to quantify than others.  For example: Enhanced website's SEO by increasing the number of unique visits by 67%.  That figure is easy to pull from analytical data.  Another example like: Implemented new sales process, increasing productivity by 50%; might be more of a guess than fact.  Just be sure that if you are "guessing" that you can explain the rational of how you came up with that figure.

• Tailor your message.  Preparing a resume is no small task and it's easy to default to an original.  However, each employer is unique and has different needs.  Be sure that you are using your resume as a way to address each of the job requirements listed by that employer and explain how your skills and experience meet those requirements.

• Use a thesaurus.  Not a wordsmith, not a problem.  Online thesauruses are a great way to make your resume more interesting by removing redundancy.  For example, no one wants to see "improved" ten times in a row.  So mix it up with "enhanced."  The reader of your resume will appreciate the extra effort.

Time Management Tips

Isn’t it ironic that I would write a Time Management entry on a blog that hasn’t seen a new post in months!?!  I guess one can only improve by working on what challenges them most.  For the busy professional, time is our most valuable asset and consequently what we have the least of.

Running to appointments, establishing relationships, answering phones and writing countless emails is just the tip of the iceberg.  Creating engaging content for a blog, well that can go on the back burner. However, I hope that some of the tips I’ve collected below will help you to make your entries more frequent.  If not, at least you know you’re not the only one struggling to reach that weekly recommended post.

Plan each day. Make it a point to allocate some time to concentrate on what you need to accomplish.  To-do lists are a great way to manage all your tasks and as you complete them, marking tasks off will make you feel more in control and more accomplished.  I use my Outlook calendar for this purpose to make sure I’m setting aside the time I need to tackle the day’s projects.

Prioritize your tasks. This could be a little time-consuming but it’s important that you spend your time and energy on those tasks that yield the best results.

Say no to nonessential tasks. It’s easy for others to try to “delegate” their tasks especially if you’re proficient with yours.  Only take on additional work after reviewing your goals and schedule to ensure it won’t put you behind.

Take the time you need to do a quality job. Rushed work leads to mistakes, mistakes take double the time to fix.  If you’ve allocated the time for a project, use it.

Break large, time-consuming tasks into smaller tasks. Chipping away at a large project daily can not only help to ensure you don’t get burnt out but also give you time to cross off the smaller tasks, leaving you feeling more accomplished and fueled for the larger job.

Swallow the Frog.  Have dreaded tasks that make swallowing a frog seem pleasant?  Make it a point to spend around 10-minutes each day tackling those daunting projects.  Once you get going you’ll realize that you can finish them.   

Evaluate how you're spending your time. Take a look at your do-to lists and calendar appointments. Keep track of all the items you add to your lists for a couple days.  This will help you define how you’re using your time and see if there are ways you can use it more wisely.

Limit distractions. Close your office door, turn off your phone, or don’t check your email until your project is complete.  You blocked off time for a reason, to get the project done.  Eliminating little distractions will help you complete your work faster and check-off more items.

Don’t be afraid to take a break when needed. Remember in grade school they taught you to skip the hard questions while taking a test and revisit? That was giving your brain a break.  Sometimes a short walk, grabbing a coffee or a quick stretch can help relieve some stress.  The less stress, the less chance you have of derailing your attempts to complete a project.

Free Custom Facebook Page

Do you want a custom Facebook page but don't know how to code FBML?  Well you're in luck.  Companies are making applications that require zero coding knowledge to yield a professional custom page on your Facebook fan pages.

I just tried out PageModo.  This site allowed me to log-in using my Facebook account information, then I choose a template, added my text and photos, and wa-la....I posted the new page to my Facebook account.

This site allows you to post one custom page for free.  If you want more pages or one that doesn't sport the PageModo logo, plans start for as little at $6.25 a month.

If you have used another site that you love, please share.

QR Codes

By now, you've probably seen a ton of funny little graphic squares called QR (quick response) codes.  These graphics work with smart phones linking consumers to websites, promotional tid-bits, and online videos.  They are easy to create and you can make them  small enough to fit on almost any of your sales materials or web content.

An article in the June edition of the Bellingham Herald explains that this technology has been around for years but has only recently been embraced by retailers.  "The number of QR scans recorded by the industry's leading code makers has soared to 2 million a month, nearly double the rate last year, and up from 80,000 a month in 2009." 

This April, I added a QR code to an event gift item which linked to my employer's Facebook page.  Although I can't say that we gained alot of new "likes" that evening, the codes inspired alot of chatter.

If you're looking for an inexpensive marketing tool, why not try creating your own QR code to attach to your Social Media, brochures or even client gifts.  You can access a free code generator here.  Also be sure to try my QR code above and see where it takes you. :-)

How to Engage the Entire Company to Promote

I'm always looking for ways to motivate my co-workers to be involved with the promotion of our company.  Let's face it, if you can't engage your colleagues, how do you expect to excite your clients and prospects. 

One tactic I use, is emailing a "Marketing Update" once a month to the entire company.  This keeps everyone in the loop and therefore makes them automatically feel more involved.  I like to emphasize the contribution of others and how campaigns may directly affect them. 

I think it's important to introduce campaigns, briefly describe the purpose/goals of the campaign and praise individuals when they make contributions.  A marketing department is the hub of communication, so keep it open to the people who benefit the most from the success of that department, the employees.

Another tactic I use is injecting fun and excitement into every campaign.  I like to do this with funny graphics, opportunities to win prizes, and goal achieving statistics. 

Recently I've been working on a survey campaign in which as a company, we need to obtain at least 75 completes.  I decided to use a thermometer graphic like those used by non-profits to update the team each week on how we're doing.  The graphic serves as an effective way to quickly monitor progress, celebrate wins, and establish the success of a campaign to upper management.

Click here if you would like to generate a thermometer graphic for one of your own campaigns.

Creativity, innovation, and great referral sources work all around you.  I encourage you to take advantage of your available resources.  Something as simple as a "suggestions" box can work just as well for a marketer as it does for an entire company.

Are your employees hurting your website?

When I took over my employer's website and reviewed the Goggle Analytics, I came across an alarming number.  The website had a bounce rate of 86%.  Simply put, a "bounce rate" is determined by how long someone is on your site and if they click through the pages.  If your site has multiple "hits" but people are quickly leaving, search engines will translate this as your site having keywords that don't match your content. 

Spam sites are notorious for this and by having an extremely high bounce rate, your website could be considered one in the same.  Ranking with spam sites causes your website to loss credibility which pushes it further down in search results. 

So what is a good bounce rate?  I believe Avinash Kaushik, a Google Analytics specialist answered this question well: "My own personal observation is that it is really hard to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying."

Our particular problem started internally, by the employees, unaware of the harm they were causing.  Like many employers, our company website was the homepage on every computer.  That's not an issue if your employees use the site on a regular basis.  However if they automatically re-direct to a new website each time they launch the internet, the bounce rate will continue to increase.

Luckily this was a simple fix.  By asking all employees to change their homepage our bounce rate improved to 41% within one month! 

With so many things to think about when running a company website, something small that could cause trouble can easily be overlooked.  So check your bounce rate today and see if a simple internal change could help improve your SEO.

What is Foursquare anyways?

If you're a fan of the History channel like me, you've probably noticed their promotions to "check in" on Foursquare, a newer social media site that works with Smart Phones.  Users are able to explore discounts and promotions posted by local stores, earn points by posting their location "check-in," and unlock badges.

Although the site is relatively new there are millions of users worldwide.  It is also free to claim your location and to post your promotions, making it an inexpensive way to have more exposure on the web.

Woods Coffee has taken advantage of this site by promoting a "loyalty special."  By "checking-in" at any of the Woods locations three times, users can unlock an upgrade to their coffee order.

Users can also post reviews and tips.  Having more positive feedback available on the web is always a plus as more and more people turn to internet reviews before making their purchases.

I claimed the page for my employer and within two days of making my first post, we had 94 followers!  That's triple the amount of Facebook followers we received in the first month of launching the our fan page.

If you haven't explored Foursquare, I would recommend you do so.  Feel free to message me if you have any questions.

Building Strong Relationships with Social Media

Social Media can enhance brand awareness and engage your current and potential customers.  Sites like Facebook, Twitter, and blogs should be used to develop relationships rather then funnel direct sales. 

Social Media sites help to develop trust which leads to strong relationships creating more loyal customers.  There are four components to strengthening relationships: time, intensity, trust and reciprocity.

Time:

It takes time to cultivate strong relationships.  Just because you have several sites up and running, doesn't mean new business calls will be coming in non-stop.  However, by placing your brand consistently in front of your customers and prospects, when it comes time to make a purchase, your odds of winning the sale are greatly increased.  It's a game of patience that has paid off for many.

Intensity:

You can create a higher degree of emotional strength between you and your customers by being honest and genuine.  Intensity can also be increased with customer testimonials.

Trust:

Become your customer's trusted source for topics like industry news, product reviews and tips related to your business.  Your brand will be greatly enhanced by establishing your business as a reliable resource.  Keep your sites up-to-date, posting at least once a week.  Also be sure to keep your topics current.

Reciprocity:

Let your customer's have a voice.  A claim of outstanding service is better received if it's posted by your customer rather than yourself.  Also this plays into the trust between your customer and their friends.  A person is more likely to choose a product or service recommended by their friends or family.

Other tips:

Create fun Calls to Action.  Ask engaging questions rather then posting facts, create contests that require your customers to do something and reply to any inquires or comments in a timely manner.

Some Thoughts on Social Media

I get such a tickle out of the Best Buy commercial which features all the updated gadgets available merely minutes after purchase.  If you haven't had the pleasure, click here.

It's one of those instances in which it's funny because it's true.  Technology is rapidly changing and so is the evolution of marketing on the internet.  I remember looking at Facebook for the first time and being unimpressed with it's primitive platform.  Now this network is taking over the web and our time.  Based on a 2009 Nielsen Report, there was an 82% increase in global time spent on Social Media sites with continued growth.

I've also read articles which give the bold statement that if your business isn't participating in Social Media then you'll be out of business in next 5 years.  Wow, that's pretty brash.   I can't say that I agree with that statement but I do see how using Social Media as a promotion vehicle could be extremely beneficial in connecting with potential clients.

Just like the Best Buy commercial, however, Social Media is constantly upgrading and changing.  For those of us who don't spend several hours a day researching trends like the Google +1 or Facebook's new "Places" feature, could easily fall behind.

I also think a difficult hurdle is realizing that even though we don't understand it, marketing practices are changing to parallel with what's getting attention.  I will always argue with my 15 yr old niece that Michael Jackson is 5 billion times better then Selena Gomez, I can't however argue that her manager is laughing all the way to the bank.

Twitter is my Selena.  Although I could be less interested and have no clue why others find it entertaining, there are 75 million users worldwide and therefore a great place to promote.  So yes I have a Twitter, Facebook, and LinkedIn account with countless others being developed everyday.  I'd also like to congratulate any of you who have also joined the every changing world of Social Media, it is no easy task!

Dressing for the Professional World (For the Ladies)

My creative flare helps me form innovative concepts but continuously leads me astray when choosing professional attire.  I don't have that keen sense of style especially when faced with which tweed suit would look the best on someone in their twenties.  It's difficult to browse any department store for something that will impress the bosses but won't make me feel like I'm buying an outfit my mom would rock.

If this sounds familiar I found a great article that features some simple "Do's" and "Don'ts" to keep in mind.  I'll have some work cut out for me to keep my behavior off of the "Don'ts" list.  Oh giant filigree earrings, you are my weakness!

Sometimes Your Clothing Says More than You Do
The way you dress speaks volumes about who you are as a person and as a business communicator. Let's face it, clothes talk. Whenever you enter a room for the first time, it takes only a few seconds for people you've never met to form perceptions about you and your abilities. You don't have to utter a word; people peg you one way if you're dressed in black leather, another if you're squeezed into gold lamé, and yet another if you're sporting a classic suit. Regardless of who you really are, your clothes and body language always speak first.

First Things First

Some of the perceptions people can form solely from your appearance are:

• Your professionalism.
• Your level of sophistication.
• Your intelligence.
• Your credibility.

Whether these perceptions are real or imagined, they underscore how your appearance instantly influences the opinions of strangers, peers, and superiors. Being well dressed in a corporate setting can influence not just perceptions, but also promotions.

Do's and Don'ts to survive the formal dress code.

DO:

§         Always look professional

§         Dress for the audience, the circumstance, the corporate culture, and yourself

§         Wear clothes that fit

§         Make sure your clothes are pressed

§         Keep jackets buttoned (formal)

§         Err on the side of conservative

§         Keep your hair neat and trimmed

§         Mild (or no) fragrances

§         Wear heels (up to 1 1/2" to 2"), with a high vamp, with formal attire

§         Hose should be skin color or darker (carry an extra pair when presenting)

§         Conservative business make-up, stressing the mouth and eyes more if presenting

§         Check for lipstick on your teeth

§         Simple manicure

DON'T:

§         Wear clothes that talk louder than you do

§         Undo too many buttons on your blouse

§         Wear clothing that no longer fits

§         Wear wrinkled clothing

§         Fabrics that have a noticeable sheen from wear

§         Hair that falls in your face or obscures your eyebrows

§         Hair that requires continual adjustment

§         Fragrance that smells from a distance

§         ID badges when you're presenting

§         Busy patterns

§         Anything too bright, tight, sheer or short

§         Toe cleavage (open-toed shoes)

§         Heels so high you're unsteady

§         Light hose or light shoes

§         Too much makeup

§         Wear big, shiny buckles or jewelry

§         Earrings that are large or dangle

§         Bangle bracelets (or else anything noisy)

Copywrite: EGC Inc. Source: PS for Business Communicators

Adding Social Media Links to Your Outlook Signature

Your email signature is a great place to include promotions and links to your Social Media sites.  Taking a few minutes to customize your signature can help you reach a broader audience with minimum effort.

Adding Social Media logos to your signature gives you that extra flare however there are potential issues with using graphics.  While consulting with my IT lead, he brought up an issue I never thought of.  It is possible that graphics will show up as a red X to your recipient based on their network settings and filters, which looks unprofessional.

Some companies use specific settings to eliminate high usage of space on their servers or to block out potential spam.  Our solution has been to add links to our Social Media sites rather then images.  Yes, not as flashy but it gets the job done.

To do this in Outlook, follow these simple steps:

• Go to "Tools" & select "Options"
• Under the "Mail Format" Tab click on "Signatures"- This will bring up your current settings and allow you to "Edit"
• Once in "Edit" mode, add the text you would like to serve as a link (i.e. Like Us on Facebook!) 
• Then highlight your text, right click, and select "Edit Hyperlink"
• Make sure that the type is http: and then you can enter the URL, click OK
• Click OK a couple more times and you're good to go!

What would a blog be without an official welcome!?!

Hi everyone!  So glad you've found my blog!  I hope that my posts will be compelling enough to develop a following.  A lonely blog reminds me of the episode of "The Office" in which Ryan created a Word document for Creed to write his thoughts.  If you didn't have the pleasure of seeing that episode, click here for the clip.

I'm sure the IT department may have tried that number on me but luckily I know enough to get myself into trouble ;-)

About My Experience

I earned a Bachelor's degree in Communications with a Business minor from the University of North Florida.  That's right, I'm a Southern gal!  I completed my internship with Comcast Spotlight in their marketing department.  My days consisted of typing those super tiny disclaimers and official rules for sweepstakes.  Boring!  Good thing I had three years of data entry experience which made the process go fairly quickly.  So fast in fact that I had to work in the production department at Comcast to finish my required hours.

In the production department I found a love for commercials.  I wrote, filmed, and edited a variety of commercials for local businesses (Jacksonville based).  After completing my internship I pursued opportunities in television production.  I was a news editor for FOX, held a tech position (the guru of everything behind the scenes) with PBS and was a associate producer/props stylist with NBC Universal.  I also did some free-lance gigs including the Superbowl Special of Living It Up with Patti LaBelle.

In 2008 I moved from the sunshine state to the evergreen state.  Unfortunately, in Bellingham the jobs in television production were slim pickings.  However my education helped me to make an easy transition into marketing.  Now I work for a local insurance brokerage as a marketing coordinator.  Some of my daily functions include: updating our Social Media sites, graphic design of our marketing materials, website updates, event coordinating and of course, networking!

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