I’ve Been Looking for You

…but I didn’t find you. I didn’t even know you were there. I’d almost forgotten you existed. Others were there to take your place and it wasn’t the same.

We know the Yellow pages are out. We know every business needs a website. It doesn’t end there. You need to be there when your customers want you. This means showing up in online searches. That’s the first step of converting an online searcher into your buyer.

What an amazing tool, the search engine. So happily serving up results time and time again. Are you in the results that matter to your business? To find out, try this 10 minute exercise:

1. Brainstorm the terms you believe that people use when they are looking to buy something from you. Write them down.

2. Go here: https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS

and type in your web address.

3. If your list is close to Google’s keyword list, then you’re starting out on the right track. There’s a lot more to getting the best results and rankings. Check to see where your keywords place in search engine rankings, also evaluate your conversions. This is the very tippy top of the SEO iceberg. You’re on your way!

The Death of the Referral

…& What To Do About It                                                                   

You Say Referrals are Your Primary Lead Source, You Might Want to Add To that Strategy in 2012.

We’re all rushing around like crazy people. Posting updates to Facebook is all the rage and tweets are a major form of communication. We have so much email that we can’t get through it on a given day. Texting is better than the phone because it takes less time.

In 2012, how much one-on-one time are we putting in with our friends and family? That in-person time together builds relationships, trust and the strong bonds that make referrals count. Do our quick and easy, non-present, communication methods mean that the relationships we’re forming and the ones we’re trying to maintain are less than they’ve been in the past. Probably.

How deep can electronic communications take us? Do we trust the mutterings of those we’re connected to via social media and email? How well do we know our Linked In, Facebook and Twitter contacts? The bottom line is that referrals are effective when they come from trusted sources.

In a nutshell

Trusted Sources

• Our close friends and family
• An authority

Not Trusted Sources

• Somebody who we haven’t seen in a year and posts 50 updates to Linked In, Facebook or Twitter per day is not likely a trusted source.
• Somebody we don’t know who offers up advice solicited or not.
• An unfamiliar source

The problem is, if less people are making it into each other’s inner circle and getting one-on-one time, they’re less people likely to give, receive or act on the referrals. And that’s a problem for businesses that rely heavily on referrals.

It’s time for a shift in your marketing plan.

Prompting customers to spend more time with their friends and family isn’t a realistic solution.  Your customer source, referrals, is dying and it needs to be replaced by what works in 2012. The solution lies with the killer. Focus on your website and search engine optimization and search marketing. Also focus on the effective use of social media and email. Your customer’s who aren’t referring you are spending their time in the electronic world… so join them.

If you need help with an effective marketing plan for 2012 and beyond, please get in touch with me. Christine@ripplefxs.com or (717) 682-8536

A Big Benefit of Your Brand

In the customer’s mind, a brand, with it’s associated imagery and feelings, is a risk reducer. It increases the feeling of familiarity which is crutial to sales conversion.

How to Build a Strong Brand & Why

Profitable business results produced by way of productive marketing communication should be every company’s goal. A key component in the production of these results is the development of a strong brand. The brand definition represents the functional and emotional values of the organization. Upon this foundation, an organization that embodies the values that are desired to inform behavior and act as an emotional connection with both internal and external audiences will be resultant. The benefits are distinct. They include increased revenue, market share, and customer loyalty as well as decreased price sensitivity. These benefits ultimately lead to the creation of increased profitability and overall value.

Through the discoveries inherent in the branding documentation process and the subsequent, ongoing, dedicated use of a brand document, a company will enjoy clarity of vision, increased ability to motivate personnel, focus activities and messaging. Also, and importantly, the organization will increase the ability to expand into new offerings as well as increase its ability to attract and retain high quality employees.

The brand serves as a shorthand device that enables quick recall of the branding elements that are linked to the emotional connection, or values, of the brand. These elements establish an identity system that represents the way in which the company wishes to be perceived. The foundational elements that embody the brand include the logo, tag, messaging, colors and imagery associated with the brand. The standards for these elements are established in the Brand Document.

Now you know why your brand is so important and what needs to be done to build a strong brand. If you need help getting started, I’m at: christine@ripplfxs.com

Choosing the Perfect Promo Item

 1. Choose promo items that either highly amuse and are tied to your business…

or

2. Choose a promo item that will stand the test of time and been seen or used often.

It’s simple. Run each promo item You are considering through these filters and you’ll have a winner. Some years, flashing rubber duckies will be a hit and booths that have their name plastered on the flashing rubber ducky can be sure to be visited. (and run out of promo items) I don’t know how much use most flashing rubber duckies actually get after their tour on the trade show floor, but the kids might get a kick out of them and they could become part of that bathtime ritual…who knows.

Pens, rulers, flash lights, hats, golf towels, water bottles, coolers, padfolios…need I go on? These items may become apart of everyday use and could, in effect, generate hundreds of impressions. Way to go little paperclip holder!

So go with trendy and fun promo items…if it’s part of your image, carries your message…or can be tied to your business services or products. Or, go with practical items. The lucky ones will become a superstar part of your target audiences daily use and will more than pay for the cost of the item.

Do you want help with your next trade show or with your promo items? email me: christine@ripplefxs.com

Bringing in the Harvest – Trade Show How To

Don’t go to sleep when it’s time to reap your hard-earned rewards! The amount of time and money that goes into planning and exhibiting at a trade show is remarkable. Many companies use trade shows exclusively to bring their image to current and potential customers. Many others support their other sales and marketing efforts with trade shows. Either way, don’t let your hard work go to waste. Now that your brand is solid, and your messaging is impactful, here is some simple advice to help you get the most out of your next trade show event:

1. Pre-Show Be Prepared. Trade shows put people in a frenzy. Plan the pre-show, show and follow-up all in advance.

2. Pre-Show, Do a Pre-Show Blitz. Make sure show attendees come to your booth! Create excitement using messaging that resonates with your audience. You can use direct mail, email, social media, your website and a multitude of other ways depending on your audience and budget.

3. Pre-Show, Spend Some to Get Some. Sign up for opportunities to put your company’s offering on display to attendees as they enter the show, if the show is somewhat large and if attendees are interested in those displays. Generally, the more your customers see you, with the right message, the better! Sales and marketing revolve around frequency and consistency.

4. Pre-Show, Pick Up the Phone. Make calls, send personal emails inviting attendees to your booth and maybe to an event you’re sponsoring. Make sure they feel special and that you understand what they need from you.

5. At the Show, Tell a Story. Remember that adults are really just very large children. We haven’t changed that much from the time that we wanted toys and candy (promo items) and a goodnight story! The moral of my story is that potential customers need to understand who they’re dealing, what you’re offering with and the benefits… and that all needs to happen before they get bored!

6. At the Show, Capture Your Audience. Design the booth to support your story. Plan for attendees to move through the booth while the presenter is pointing out highlights and showing images of that new product or service and the benefits. Think of your booth as a static PowerPoint that carries your message and starts conversations.

7. At the Show, Ask Questions. Get the answers and make copious notes. Make sure you understand your customers projects, their problems and their needs. You may or may not get this all on the trade show floor, but if there is a big problem going on right now that your company can help them with, well gosh darn it, don’t miss out!

8. At the Show, Start Your Follow Up Before they Leave the Booth. Invite attendees to a webinar, a seminar or another next step. Remember to give them something of value through your next meeting. The info they need to make the right decision, save money, promote their business, or whatever it is that your know your customers need.

9. At the Show, Collect Leads. Start a Conversation. A great way to do this is to appoint a disarming, friendly person to scan badges and give out promo items for the scan. This friendly person can ask a question or two and then deliver the attendee to the appropriate sales person. At the very least, collect business cards or filled out forms in a fishbowl for a drawing. Brainstorm new ideas that encourage attendees NOT to walk by your booth without interacting with you.

10. Post-Show, Act Fast. Now that you planned for this and did your ground work expecting to follow-up, this is going to be easy. If attendees have an immediate need, do not delay. At dinnertime, my Grandmother said, “whoever grabs the first-est gets the mostest”. It’s not poetry, but I never went hungry abiding by that advice. Send out reminders for your follow-up event too.

11. Post-Show, The Personal Touch. You took copious notes and now you can put them to use. Write a handwritten note about meeting with them and your desire to work with them specifically on X.

12. Post-Show, What About Me. So they didn’t make it to your booth or even to the show. I bet they wanted to and might even be feeling a little left out. Send them your marketing materials and a promo item right away. Write a personalized message telling them you missed them. Call them or email to follow-up and ensure that they got is and to let them know some highlights from the show.

It’s all a lot of work, time, effort and worth it! Good luck. Call or email me if you need help. (717) 682-8536, Christine@RippleFXS.com

Increase Email Open Rates

Email marketing success isn’t easy. In fact, getting people to open the emails we so carefully plan and craft can be challenging. Open rates are generally on the decline. As email recipients, we’re getting better at spotting the offers that aren’t interesting or timely. With that in mind, I’ll let you know what is working…and it’s all in the headline, which you might call the subject line.
1. Offers that are timely and provide a savings. Period. This is so simple and perfectly true. You’re shopping online for the perfect Christmas gift for your nephew and BAM! in your inbox is the newest wizbang toy at 20% off with free shipping! Sold.
2. Results. Let them know that you’ll announce results of something and wala, they open the email.
3. Mystery. People are curious. If your good at leading them on…without offending them or setting off the SPAM alart, they’re hooked.
Let me know if you’ve got more.