I know you're using social media sites to promote you business and share information about your field. Let clients and collaborators, friends and relatives know where they can find your content.
Use your e-mail signature as advertising space. Add a link to all of your sites: your website, blog, LinkedIn, Twitter, Facebook, and any other pages where your content is featured. Go ahead - the space is yours.
Maximize the space on your business card. Be sure to include all of the sites listed above. Vanity URLs make it easier to type them out. If you're running out of space on the card, eliminate the fax number. (How many faxes do you get a week?)
Showing posts with label social networking. Show all posts
Showing posts with label social networking. Show all posts
Friday
Make the Most of Your Summer
Are you taking the summer off? Your competition isn’t.
Memorial Day weekend is the unofficial start to summer. The sun is shining, it’s hot outside, the grill is fired up, and it’s tempting to take time off, especially if work has slowed in the office, or if the job search doesn’t seem fruitful.
Don’t give in to the temptation! Your colleagues are still out there making connections and making deals. You want to stay ahead of the pack. If money is an issue, here are some low-cost ways to update your skills and market yourself and your business. I’ve listed some of these before, but this is a reminder. Have you done any of them?
1. Update your resume, and be sure to add or modify the information on your social networking sites, too.
2. Make a slide presentation of your resume, a video resume, or both. This can also make it easier for you or your business to be found on search engines.
3. Write an article—or several—for trade magazines. Send copies to potential employers, existing clients and collaborators .
4. You can start an internet blog (weblog) for free. Let your colleagues and clients know where to find it.
5. Correspond with clients and colleagues regularly with an e-newsletter, postcard, or phone call so your name stays in on the tip of their tongue.
6. Learn new skills, software and programs. There are free videos and webinars online.
7. If you don't have a website, build one to showcase your work using slides and videos.
8. Network. Network. Network. There are many free or low-cost live conferences and conventions. Did you know first time members of the AIA and those whose memberships have lapsed 5 years or more who rejoin get free entry to the AIA National Convention in Miami?
Check the Building Industry Resources Building Relationships page for more event listings.
Memorial Day weekend is the unofficial start to summer. The sun is shining, it’s hot outside, the grill is fired up, and it’s tempting to take time off, especially if work has slowed in the office, or if the job search doesn’t seem fruitful.
Don’t give in to the temptation! Your colleagues are still out there making connections and making deals. You want to stay ahead of the pack. If money is an issue, here are some low-cost ways to update your skills and market yourself and your business. I’ve listed some of these before, but this is a reminder. Have you done any of them?
1. Update your resume, and be sure to add or modify the information on your social networking sites, too.
2. Make a slide presentation of your resume, a video resume, or both. This can also make it easier for you or your business to be found on search engines.
3. Write an article—or several—for trade magazines. Send copies to potential employers, existing clients and collaborators .
4. You can start an internet blog (weblog) for free. Let your colleagues and clients know where to find it.
5. Correspond with clients and colleagues regularly with an e-newsletter, postcard, or phone call so your name stays in on the tip of their tongue.
6. Learn new skills, software and programs. There are free videos and webinars online.
7. If you don't have a website, build one to showcase your work using slides and videos.
8. Network. Network. Network. There are many free or low-cost live conferences and conventions. Did you know first time members of the AIA and those whose memberships have lapsed 5 years or more who rejoin get free entry to the AIA National Convention in Miami?
Check the Building Industry Resources Building Relationships page for more event listings.
Wednesday
Join the Social Networking Conversation
THE WORLD HAS CHANGED. HAVE YOU?
Social Networking: LinkedIn, Facebook, Twitter, Blogging
- What’s the point of all of this?
- How can I use social networking to promote my business, career or organization?
- Is it really worth my time?
Competition is fierce. Be prepared
Karen A. Davis of Building Industry Resources presents the hands-on 2-hour course:
Join the Social Networking Conversation
Friday, March 19, 2010 or Saturday, March 20, 2010
10:30 a.m.– 12:30 p.m.
Caribou Coffee Meeting Room
31901 Woodward Ave., Normandy Plaza
Royal Oak, MI 48073
Leave the session with:
· Your professional or business presence on four major social networking sites: Blogger, Twitter, Facebook & LinkedIn
· Suggested sites to follow and information to post
· A schedule to follow to maintain your sites
Learn to:
· Broadcast your message to hundreds with just a few clicks
· Advertise your expertise – regularly and for free
Requirements for session:
· Laptop or netbook with wireless Internet access
· Web browser, such as Microsoft Internet Explorer or Safari
· Basic knowledge of computer usage and the Internet
· Your digital resume and digital photos (optional)
Class size is small to allow one-on-one assistance with creating presence on your sites. Reserve your place now.
CLICK HERE TO REGISTER
Friday
Build Your Network and Market Your Business with Twitter
I have a short attention span. I skip to the end of a book to find out the ending, and it’s difficult for me to sit through movies. I often tell friends and family, “When you tell me a story, just give me the highlights.” Maybe that’s why Twitter is currently my favorite social networking site. I can get the gist of what a person wants to say in 140 characters or less (including spaces).
Marketing and business promotion have changed; you can’t just build your website, put it out in cyberspace, and hope customers will come. You should be building relationships, participating in discussions and conversions, and helping people solve problems. Twitter is a medium for all of that, and you can use it to drive traffic to your website.
Why use Twitter?
Twitter is free and simple. You can reach hundreds in just a few clicks and point clients in your direction, all in a few minutes per day.
(See, you just got loads of information in 138 characters.)
Who’s on Twitter?
No, it’s not just celebrities. Organizations and publications you know use it, too, including: ASID, Big Builder magazine, ENR, Architectural Record, Professional Remodeler, Newsweek, and the National Building Museum. And you know what? They’re following me! That means whenever I post a new article I’ve written or twitter about a project I’m working on or what I’m teaching my students, those posts come up on their Twitter feed.
There are also real estate agents and developers, architects, interior designers, builders, sustainability specialists, attorneys, magazine editors and other professionals in the building industry who share their expertise with a short post. Most often, each person’s profile (160 characters or fewer) provides a link to a website which can provide a way to contact him or her.
Who to follow?
You don’t have to listen to (read) all of the Twitter chatter; choose who you want to follow. Upon registering, you can see anyone’s followers or whom they are following. Start by following me at www.twitter.com/buildingsource (or as you might see it abbreviated @buildingsource). I typically do not follow anyone who does not post a profile, so click on a photo and find out a little about someone who intrigues you. You’ll find that I am mainly following people in the building industry, some marketing folks, a couple of news sites, and a few just for fun (like @cookbook who tweets recipes in 140 characters or less).
Once you choose a few from those on my page, select from the ones they are following. You’ll soon discover that you’ll gain followers because many are doing the same routine that you are. Also, try We Follow, a Twitter directory site that categorizes Twitter users and ranks them by number of followers.
What to post?
Post items of interest to those in the industry in general or those within your niche. What articles are you reading online? Tweet a link with an interesting introduction. What are you working on? Do a feed of the process of completing the project. Post your portfolio. Trying to sell a property? Tweet it. Got advice for colleagues or clients in your niche? Do a series of tips. Post a link to your blog.
From a conference or trade show, tweet information on the workshops you attend and the vendors and professionals you meet (they’ll appreciate the publicity, too).
Remember, as with all social networking, you should actively participate. Comment on the posts. If someone asks a question and you have the answer, respond, or try to refer him or her to someone who might be able to help. Share your professional experiences. Congratulate people on well-written articles or a creative online portfolio.
Schedule Your Twitter time
Finally, don’t try to read the entire feed coming onto your page; it can be overwhelming. Just take a few minutes each day and scan your page for helpful and interesting information. If you feel you’ve missed something valuable from someone you like to follow, put in their Twitter URL and check their profile.
Twitter can be a useful and productive method for promoting your services. Log on, be sure to complete your profile (with picture or logo), and start networking.
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
Marketing and business promotion have changed; you can’t just build your website, put it out in cyberspace, and hope customers will come. You should be building relationships, participating in discussions and conversions, and helping people solve problems. Twitter is a medium for all of that, and you can use it to drive traffic to your website.
Why use Twitter?
Twitter is free and simple. You can reach hundreds in just a few clicks and point clients in your direction, all in a few minutes per day.
(See, you just got loads of information in 138 characters.)
Who’s on Twitter?
No, it’s not just celebrities. Organizations and publications you know use it, too, including: ASID, Big Builder magazine, ENR, Architectural Record, Professional Remodeler, Newsweek, and the National Building Museum. And you know what? They’re following me! That means whenever I post a new article I’ve written or twitter about a project I’m working on or what I’m teaching my students, those posts come up on their Twitter feed.
There are also real estate agents and developers, architects, interior designers, builders, sustainability specialists, attorneys, magazine editors and other professionals in the building industry who share their expertise with a short post. Most often, each person’s profile (160 characters or fewer) provides a link to a website which can provide a way to contact him or her.
Who to follow?
You don’t have to listen to (read) all of the Twitter chatter; choose who you want to follow. Upon registering, you can see anyone’s followers or whom they are following. Start by following me at www.twitter.com/buildingsource (or as you might see it abbreviated @buildingsource). I typically do not follow anyone who does not post a profile, so click on a photo and find out a little about someone who intrigues you. You’ll find that I am mainly following people in the building industry, some marketing folks, a couple of news sites, and a few just for fun (like @cookbook who tweets recipes in 140 characters or less).
Once you choose a few from those on my page, select from the ones they are following. You’ll soon discover that you’ll gain followers because many are doing the same routine that you are. Also, try We Follow, a Twitter directory site that categorizes Twitter users and ranks them by number of followers.
What to post?
Post items of interest to those in the industry in general or those within your niche. What articles are you reading online? Tweet a link with an interesting introduction. What are you working on? Do a feed of the process of completing the project. Post your portfolio. Trying to sell a property? Tweet it. Got advice for colleagues or clients in your niche? Do a series of tips. Post a link to your blog.
From a conference or trade show, tweet information on the workshops you attend and the vendors and professionals you meet (they’ll appreciate the publicity, too).
Remember, as with all social networking, you should actively participate. Comment on the posts. If someone asks a question and you have the answer, respond, or try to refer him or her to someone who might be able to help. Share your professional experiences. Congratulate people on well-written articles or a creative online portfolio.
Schedule Your Twitter time
Finally, don’t try to read the entire feed coming onto your page; it can be overwhelming. Just take a few minutes each day and scan your page for helpful and interesting information. If you feel you’ve missed something valuable from someone you like to follow, put in their Twitter URL and check their profile.
Twitter can be a useful and productive method for promoting your services. Log on, be sure to complete your profile (with picture or logo), and start networking.
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
Wednesday
Maximizing Social Networking for the Building Industry – Part 2
(Read part 1 here)
by Karen A. Davis
Social networking is a productive method for meeting colleagues in your field or across the many professions of the building industry. Since reading part one, I hope you’ve developed your plan to increase your presence on the networking sites and updated your profile with professional information and a few personal items, too.
The next step is to make your presence known to potential business partners and clients. When attending a live networking event, you introduce yourself to people in the room and join the discussions taking place. You’ll do the same when you network online.
Don’t be a wallflower, but don’t wave around the business card, either.Participate in conversations, and start your own. If you say things people want to hear, they’ll join you. As in live networking, the more engaging you are, the more people will gather to hear what the buzz is about in your corner. And, as in live conversations, you have to listen - actively.
Join groups within your chosen networks. LinkedIn and Facebook both have numerous sites for architects, real estate and facilities professionals, designers, and builders. Consider joining discussion groups related to your hobbies also. You never know when someone there might need your professional knowledge. If you haven’t found a group that addresses topics you’d like to discuss, you can start your own.
When you make your way to a discussion group, don’t just jump in and say, “I want to connect with businesses.” Well, isn’t that really why we’re all here? And don’t just post stuff about your company. Like I said in part one, nobody cares about your business unless you can help solve a problem they’re having. Participate in discussions, responding to questions that are asked, sharing your expertise and experiences, or offering to direct people to the right answer. Many times people will post an award or article in which they’ve been featured. Don’t just read it. Congratulate them on a job well done.
Feel free to ask questions. I’ve found that fellow group members are quite open and honest about matters of business and are willing to share their knowledge. Post links to interesting articles that you’ve read or written, and comment on how the information can benefit others. Again, actively participate, and people will find you.
Use your online connections to schedule offline meetings.
Keep a calendar of upcoming building industry events and network online with people who might attend. You can make plans to meet them at conferences, workshops and tradeshows. You’ll already have something to talk about when you get there, and you can discuss potential employment or business ventures. You can also create your own offline meetings in your area through Meetup.com.
Get a grip and manage your time wisely.Be careful with social media. It’s easy to be drawn in and have it consume a good amount of your time and attention. You don’t want to belong to so many sites and groups that you can’t keep up. Just as you may schedule time to read and respond to e-mail, it’s also a good idea to plan your networking time. You still have projects and deals (with live clients attached) to tend to and complete in a timely manner.
My series on social networking for the building industry will continue, and I will devote separate articles to the sites on which I’m most active: Twitter, Google Blogger, LinkedIn, Facebook and Ning. I’ll also explore other social media sites, discovering how they can be a useful resource for collaboration among architects, designers, builders and real estate professionals.
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
Social networking is a productive method for meeting colleagues in your field or across the many professions of the building industry. Since reading part one, I hope you’ve developed your plan to increase your presence on the networking sites and updated your profile with professional information and a few personal items, too.
The next step is to make your presence known to potential business partners and clients. When attending a live networking event, you introduce yourself to people in the room and join the discussions taking place. You’ll do the same when you network online.
Don’t be a wallflower, but don’t wave around the business card, either.Participate in conversations, and start your own. If you say things people want to hear, they’ll join you. As in live networking, the more engaging you are, the more people will gather to hear what the buzz is about in your corner. And, as in live conversations, you have to listen - actively.
Join groups within your chosen networks. LinkedIn and Facebook both have numerous sites for architects, real estate and facilities professionals, designers, and builders. Consider joining discussion groups related to your hobbies also. You never know when someone there might need your professional knowledge. If you haven’t found a group that addresses topics you’d like to discuss, you can start your own.
When you make your way to a discussion group, don’t just jump in and say, “I want to connect with businesses.” Well, isn’t that really why we’re all here? And don’t just post stuff about your company. Like I said in part one, nobody cares about your business unless you can help solve a problem they’re having. Participate in discussions, responding to questions that are asked, sharing your expertise and experiences, or offering to direct people to the right answer. Many times people will post an award or article in which they’ve been featured. Don’t just read it. Congratulate them on a job well done.
Feel free to ask questions. I’ve found that fellow group members are quite open and honest about matters of business and are willing to share their knowledge. Post links to interesting articles that you’ve read or written, and comment on how the information can benefit others. Again, actively participate, and people will find you.
Use your online connections to schedule offline meetings.
Keep a calendar of upcoming building industry events and network online with people who might attend. You can make plans to meet them at conferences, workshops and tradeshows. You’ll already have something to talk about when you get there, and you can discuss potential employment or business ventures. You can also create your own offline meetings in your area through Meetup.com.
Get a grip and manage your time wisely.Be careful with social media. It’s easy to be drawn in and have it consume a good amount of your time and attention. You don’t want to belong to so many sites and groups that you can’t keep up. Just as you may schedule time to read and respond to e-mail, it’s also a good idea to plan your networking time. You still have projects and deals (with live clients attached) to tend to and complete in a timely manner.
My series on social networking for the building industry will continue, and I will devote separate articles to the sites on which I’m most active: Twitter, Google Blogger, LinkedIn, Facebook and Ning. I’ll also explore other social media sites, discovering how they can be a useful resource for collaboration among architects, designers, builders and real estate professionals.
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
Thursday
Maximizing Social Networking for the Building Industry – Part 1
by Karen A. Davis
You’re getting acquainted with the social networking scene. Maybe you’ve signed up for accounts on LinkedIn, FriendFeed or BrightFuse. You may have even made a few friends on Facebook or started following people on Twitter. “But,” you ask, as so many do, “what’s the point in all of this? How can I use social networking and its numerous sites – with new ones popping up every day – to promote my business? Is it really worth my time?”
Since I began networking online, I’ve connected with several colleagues I may have never met otherwise. I live in the Midwest, and I now communicate regularly with building industry professionals across the country. Sure, it’s possible that we would eventually cross paths at a conference, trade show or workshop, but social networking provides additional media for meeting and sharing ideas. It’s a way to learn from other designers, builders, and real estate professionals, sharing information across the industry. It’s also a convenient method for keeping in contact with clients and informing them of the work you are doing, while positioning yourself as an expert in your niche of the building industry.
If you’ve only dipped your toe in the sea of social networking sites, or if you want to take full advantage of the accounts you’ve opened and increase your exposure, let’s get started:
Draw up your plan.
We’re in the building industry. We know that if we don’t have a blueprint to follow, things can go wrong quickly. So plan your “course of attack” to determine how you will participate in all of the social networking conversations going on out there. The first thing you’ll most likely discover: you don’t have enough time or energy to participate in every conversation. Choose the sites you can devote real, quality attention to.
Decide the image you want to project. Who is your target audience: your clients or others working in your field? Visit the various networking sites, and you’ll find that there are many of our building industry friends sharing information. Do you see conversations in which you can participate? If not, you can start discussions and draw others in. Remember, one of the main goals of social media is to build relationships.
What will I say?Introduce yourself, sharing business and personal information. Personal information? Honestly, nobody really cares about your business unless you can help with a problem they’re having. But, generally, people love to get personal tidbits. (Come on, you know you glance at those tabloids in the checkout line at the grocery store.)
You’ll want to start by building your profile on every site on which you participate. Forget the chronological resumes. Start with an “elevator speech.” If you only had a couple of minutes to tell someone about your business, how would you describe it – succinctly? Make it intriguing, and include a bit about how you can make a potential client’s life easier. You want to draw people onto your site, your blog or your networking page. Sprinkle in a few personal notes: hobbies, kids, pets, funny habits. Give your audience something to relate to, but be selective and don’t be gauche – it’s still business.
Don’t forget to add a picture. What would it be like to attend a live networking event and everyone wore a mask? We’re networking here and we want to see the person with whom we’re communicating.
Now, develop your blueprint for success, and tweak those profiles. Part two will continue with “Don’t be a wallflower, but don’t wave around the business card, either.” Also, watch for separate articles devoted to the sites on which I’m most active: Twitter, Google Blogger, LinkedIn, Facebook and Ning, as well as other social media sites.
(Read part 2 here)
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
You’re getting acquainted with the social networking scene. Maybe you’ve signed up for accounts on LinkedIn, FriendFeed or BrightFuse. You may have even made a few friends on Facebook or started following people on Twitter. “But,” you ask, as so many do, “what’s the point in all of this? How can I use social networking and its numerous sites – with new ones popping up every day – to promote my business? Is it really worth my time?”
Since I began networking online, I’ve connected with several colleagues I may have never met otherwise. I live in the Midwest, and I now communicate regularly with building industry professionals across the country. Sure, it’s possible that we would eventually cross paths at a conference, trade show or workshop, but social networking provides additional media for meeting and sharing ideas. It’s a way to learn from other designers, builders, and real estate professionals, sharing information across the industry. It’s also a convenient method for keeping in contact with clients and informing them of the work you are doing, while positioning yourself as an expert in your niche of the building industry.
If you’ve only dipped your toe in the sea of social networking sites, or if you want to take full advantage of the accounts you’ve opened and increase your exposure, let’s get started:
Draw up your plan.
We’re in the building industry. We know that if we don’t have a blueprint to follow, things can go wrong quickly. So plan your “course of attack” to determine how you will participate in all of the social networking conversations going on out there. The first thing you’ll most likely discover: you don’t have enough time or energy to participate in every conversation. Choose the sites you can devote real, quality attention to.
Decide the image you want to project. Who is your target audience: your clients or others working in your field? Visit the various networking sites, and you’ll find that there are many of our building industry friends sharing information. Do you see conversations in which you can participate? If not, you can start discussions and draw others in. Remember, one of the main goals of social media is to build relationships.
What will I say?Introduce yourself, sharing business and personal information. Personal information? Honestly, nobody really cares about your business unless you can help with a problem they’re having. But, generally, people love to get personal tidbits. (Come on, you know you glance at those tabloids in the checkout line at the grocery store.)
You’ll want to start by building your profile on every site on which you participate. Forget the chronological resumes. Start with an “elevator speech.” If you only had a couple of minutes to tell someone about your business, how would you describe it – succinctly? Make it intriguing, and include a bit about how you can make a potential client’s life easier. You want to draw people onto your site, your blog or your networking page. Sprinkle in a few personal notes: hobbies, kids, pets, funny habits. Give your audience something to relate to, but be selective and don’t be gauche – it’s still business.
Don’t forget to add a picture. What would it be like to attend a live networking event and everyone wore a mask? We’re networking here and we want to see the person with whom we’re communicating.
Now, develop your blueprint for success, and tweak those profiles. Part two will continue with “Don’t be a wallflower, but don’t wave around the business card, either.” Also, watch for separate articles devoted to the sites on which I’m most active: Twitter, Google Blogger, LinkedIn, Facebook and Ning, as well as other social media sites.
(Read part 2 here)
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
Friday
Marketing Lessons Learned from the 2008 Campaigns
By Karen A. Davis
Regardless of whether you voted Democrat or Republican in this week’s election, you’d have to agree that the political campaigns of both major parties could give us semesters worth of information about marketing. Through television ads, e-mail and viral marketing, campaign speeches and debates, the candidates aimed to sell you on their brand and ideas, hoping to seal the deal on November 4th. Here are four marketing lessons of the campaigns:
1. Tell your story. The candidates gave you their personal information, and how they came to run for office. Followers responded to John McCain’s military service, Barack Obama’s family history, Sarah Palin as hockey mom, and Joe Biden riding the train to and from Washington every day. Their resumes and life stories came out early and were repeated often.
In this increasingly connected world, we are learning more and more about each other. Through social networking sites, blogs and websites, you have the opportunity to tell your personal and professional story. Let your current and prospective clients know who you are and why you chose your profession or started your business. Be clear about the services you offer and those you don’t, developing your own professional platform. Just as a candidate would in a campaign ad, let them know what you do best. (See if you can do it in 30 seconds!) But most of all, let clients know how your skills and services will benefit them.
2. Become the solution. Obama offered change from typical Washington politics; McCain claimed to be a maverick, breaking rank with his political party for the greater good. Marketers call this the Unique Selling Proposition: how your client’s life, business, or project will improve if they choose you. Let them know what you offer that your competition doesn’t. Differentiate your business, and when they hire you, stay true to your promise.
3. Become a community organizer. Build a network of friends who believes in you and your business and will work on your behalf. Your community includes employees, colleagues, friends, and clients. Listen to their story, show them that what you have to offer is the solution to their problem (or the problem of someone they know), and they will be happy to spread your good name. As we know, word of mouth is the best form of advertising. The candidates had thousands of volunteers knocking on doors, making phone calls, attending rallies, wearing buttons and t-shirts, and posting signs.
4. Tell your story to the world. In 2008, it’s so much easier. You don’t need to pay for television or radio advertising, unless that’s where your audience is. You can utilize the Internet and wireless devices to spread your story inexpensively and build relationships. Use frequent e-mails to update clients on your company’s employees, services and projects (remember to give them a way to unsubscribe). Use a blog to link to your favorite articles or post your ideas on current industry trends. And by becoming active on social networking sites, your friends and connections can link you with theirs, thereby giving you those hundreds or thousands of volunteers who will spread your name. Just think, Obama even used text messaging to announce his Vice-Presidential candidate in the middle of the night, and it made those who subscribed feel important.
By studying the marketing strategies of an unrelated industry, you may discover new approaches not being used by your competition. Your best marketing ideas may come from the least likely places, even political campaigns.
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
Regardless of whether you voted Democrat or Republican in this week’s election, you’d have to agree that the political campaigns of both major parties could give us semesters worth of information about marketing. Through television ads, e-mail and viral marketing, campaign speeches and debates, the candidates aimed to sell you on their brand and ideas, hoping to seal the deal on November 4th. Here are four marketing lessons of the campaigns:
1. Tell your story. The candidates gave you their personal information, and how they came to run for office. Followers responded to John McCain’s military service, Barack Obama’s family history, Sarah Palin as hockey mom, and Joe Biden riding the train to and from Washington every day. Their resumes and life stories came out early and were repeated often.
In this increasingly connected world, we are learning more and more about each other. Through social networking sites, blogs and websites, you have the opportunity to tell your personal and professional story. Let your current and prospective clients know who you are and why you chose your profession or started your business. Be clear about the services you offer and those you don’t, developing your own professional platform. Just as a candidate would in a campaign ad, let them know what you do best. (See if you can do it in 30 seconds!) But most of all, let clients know how your skills and services will benefit them.
2. Become the solution. Obama offered change from typical Washington politics; McCain claimed to be a maverick, breaking rank with his political party for the greater good. Marketers call this the Unique Selling Proposition: how your client’s life, business, or project will improve if they choose you. Let them know what you offer that your competition doesn’t. Differentiate your business, and when they hire you, stay true to your promise.
3. Become a community organizer. Build a network of friends who believes in you and your business and will work on your behalf. Your community includes employees, colleagues, friends, and clients. Listen to their story, show them that what you have to offer is the solution to their problem (or the problem of someone they know), and they will be happy to spread your good name. As we know, word of mouth is the best form of advertising. The candidates had thousands of volunteers knocking on doors, making phone calls, attending rallies, wearing buttons and t-shirts, and posting signs.
4. Tell your story to the world. In 2008, it’s so much easier. You don’t need to pay for television or radio advertising, unless that’s where your audience is. You can utilize the Internet and wireless devices to spread your story inexpensively and build relationships. Use frequent e-mails to update clients on your company’s employees, services and projects (remember to give them a way to unsubscribe). Use a blog to link to your favorite articles or post your ideas on current industry trends. And by becoming active on social networking sites, your friends and connections can link you with theirs, thereby giving you those hundreds or thousands of volunteers who will spread your name. Just think, Obama even used text messaging to announce his Vice-Presidential candidate in the middle of the night, and it made those who subscribed feel important.
By studying the marketing strategies of an unrelated industry, you may discover new approaches not being used by your competition. Your best marketing ideas may come from the least likely places, even political campaigns.
© Copyright – Karen A. Davis. All Rights Reserved Worldwide.
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