Help Me Write a Book – Part 4 – Your Brand Position

A few days ago I introduced this challenge to my readers, to help me write the second edition of my book, :The Entrepreneur’s Notebook.

Every few days I present a piece of the original text, and ask for suggestions or additions. Contributors will be included with credit in the revised text, which will be released some time next summer.

Today’s Text comes from the Section on Your Brand Position

Once you have defined a market segment, and determined it is large enough, the last step in this process is defining your market position. This is the unique niche your business will serve and the key benefits you provide.

What do you want existing and potential customers to think of when they hear your name? What solutions do you offer them? The impression you are hoping to create should be captured in a clear concise statement which describes your target customer, the primary benefit they are seeking, and how the benefit will be delivered.

What is your brand position?  How do you describe your company and the unique market space you own?

For Roundpeg our Position Statement reads like this:For small business owners, who want to grow, Roundpeg provides, practical, affordable and productive marketing to make their phone ring.

Keep in mind this is not advertising copy. It is an internal definition of who your company serves, and what you provide which will help you create effective marketing messages.

In contrast our marketing message is simply: Roundpeg, we help small businesses become big businesses

So what is your brand position?  Will you share your favorite examples?

MicroBlogging – The Newest PR Tool

There has been lots of conversation about Twitter lately. This video, which I found on Smaller Indiana, (Thanks Pat) is the best explanation I have seen as to what Twitter is and how it works.

While interesting, it doesn’t really address why small business owners should consider using it.

Twitter is fun, but is also good for business.  It is a wonderful way to see what other people are thinking about issues and products.

If you are writing blog posts to build traffic for your website ( and you should be), it is a great way to build exposure and a following for your blog.  Especially by incorporating TwitterFeed, so your followers automatically see when you have a new blog post to read.

If you are hoping to make connections, or conduct research, Twitter can do that as well.

But a word of caution, it can become addicting, listening in on the steady stream of conversation, so find your balance point, commit time to Twitter, just as you would any other networking activity, and watch the results.

And if you do add Twitter to your routine, you can follow me at: www.twitter.com/roundeg

We Get What We Promote!

One of my earliest blog posts on Indy-Biz ( my first blog) bemoans the loss of local companies:Another One Bites the Dust – May 2006.  And not all that much has changed, except maybe the rate at which we are losing local companies is accelerating as the economy cycles down.

In his post yesterday, Seth Godin gave us a what I consider a pretty strong wake up call.   He challenges us to openly support the companies we like and criticize the ones we don’t.  As consumers, we have power, we should use it responsibly.  He says:

If you don’t like what an organization stands for, work actively to spread the word and force them to change

and

If you will miss a product, a service, a book, a site or a professional when they close up shop, stand up, speak up and bring them masses of new business.

With that in mind, I am going to share some of my favorite local resturnants and hope you will consider voting with your dollars this holiday season, paying them a visit, and helping to build a strong local economy.

Here are some I would miss if they were gone. No links to websites sorry, but more importantly i have listed address so you can check them out yourself.

Ocean World on 86th Street and Ditch. Some of the best and most reasonably priced sushi in town.  The food is so good it is easy to overlook the mediocre service.  It is usually busy, but not overcrowded at lunch time, 1/2 prices specials on Sunday, and always a long wait on Friday night.

LaPeidad 6524 Cornell Ave - Great, authentic TexMex.  Fast friendly service, good food, reasonable price. Nice outdoor dining when the weather permits. When I need a TexMex Fix this is my favorite.

Kona Jack – Meridian and 96th Street – Not to be confused with the Kona Grill chain in Clay Terrace.  This Indy tradition has a wonderful, diverse fish menu, and even sells fresh fish for you to take home and prepare yourself.   Sharing a kitchen with Daddy Jacks, you can often convince your waitress to serve something off the menu from the other side.

Santorini Greek Kitchen – 1417 Prospect Street, in Fountain Square – Well worth the trip to Fountain Square for the huge portions, homestyle greek food, and great service.  It is also the only place in the city that makes Eggplant parmesian the way I like it – i think you will too.

So those are just a few of my favorites.  What are yours? List them here, and more importantly, pay them a visit this month!

Quality vs Quantity

I use Twitter, FriendFeed, LinkedIn and a wide range of other social media tools.  All of these tools encourage you to add “friends” or “followers”  When I first started, it was all about the numbers for me.  But I don’t think that is the right measure, at least not for more.

As people proudly proclaim they have 1,500 or 6,000 followers I wonder is it really about the quantity?  Do you get more benefit from Twitter when you follow that many people or when that many follow you?

Chris Brogan discussed this same question recently, and I think i agree with his assessment.  In certain places, quantity matters, but in others, it is all about the quality of the connection.

Social Media is really like any other marketing adventure, to be truly effective, you have to own a niche.  While it is nice to have hundreds or thousands of followers, I think it will be more beneficial if you are blogging for business to be extremely relevant to a smaller circle in the long run.

So here is my circle – while I write about blogging, web 2.0 and social media, it is always through the lense of a small business owner.   While I am happy to have anyone come and read my blog, my audience is the small business community. And ifthe emphasis on smaller audience drives fewer followers to my site, I think that is ok. Because the people who come will know they are in the right place.

Found On Google!

As I move from traditional PR to on-line PR I notice many similarities.   Off line, my small business clients want to be featured in the IBJ or Indy Star. On-line they want the first position on a Google search.   Many of the tactics, though applied differently are really similar.

To be featured on or off line you can:

1. Buy your position with an advertisement – but advertisements will never have the credibility  of editorial content off-line. And on-line only 10% of traffic will ever come through an advertisement
2. Improve your position with relevant content – Send press releases with new or information on hot issues, and on-line review your copy verifying it contains key words
3. Improve you position with frequent updates.  Off line I refer to this as the drip theory; sending small updates to local media so they know what is going on in your business, and have the perception you are a dynamic firm.  On-line frequent blog posts or updates to your site let Google know your site is worth visiting on a regular basis moving you up in the rankings
4. Create Links – In the off-line world this involves staying connected to other businesses who serve your client.  In the on-line world there are many ways to build links to your site including asking your friends and associates to connect to you in exchange for a connection to them or posting content on relevant sites or simply distributing press releases through on-line news sources.   I found this post with Ten Simple Rules to Build Links

What are you favorite PR straetegies?

Email Marketing is Essential for New Small Business

Despite the current economic crisis, this is probably the best time to try to start a new small business.  With so many free and affordable resources, the investment to get started, is smaller then ever.   One of the best, and cheapest tools is email marketing. And if used correctly, with a permission based list, one of the most effective.

Ray Lamb writes a compelling argument for getting an email program started.  He says:

The third key to effective small business email advertising is consistency. The power of email is that it allows you to maintain regular, laser-targeted contact with your prospects and customers, thereby building a relationship with them.

Relationship is the foundation of incremental sales. Your competitors are using email to build relationship with their customers, and trying to do so with YOURS. You absolutely must meet and surpass them, or you will find your customers defecting, and your business growth slowing.

I am not endorsing building a list by simply adding anyone and everyone you meet, or even hear about, they will just unsubscibe anyway.   Use the tool wisely to stay connected with customers, bring them something of value and they will stay with you.

Here a few tips to keep readers coming back:

1. As you begin your email program, create multiple categories.  And put people in the category they fit best.  While your list is small you may send the same email to everyone, but as your data base grows, it is painful to try to separate the names to create more niched communication.  Today, my email lists are split between local and out of town companies, with a separate group for HVAC industry ( this was my roots), I have biz owners and non biz owners, and a Men’s list and Women’s list to distribute my event lists.  – Create subgroups which are relevant to your business.
2. Content first – Your readers receive a lot of email.   How do you earn the right to be opened and read?  Present information of interest, this may or may not be directly related to your product, but it will keep readers coming back.
3. Earn the right to Sell – My favorite example of this is the weekly newsletter from Joe’s Butcher Shop – Every week he sends out a recipe.  His customers love it, because not only does Joe know fish and meat, he’s a good cook and he shares his favorites.  After the Recipe, the newsletter is filled with information on specials and events in downtown Carmel.  All the way at the bottom is a coupon good for one week.  Every week, Joe sells whatever he features.
4. Monitor performance.  Look at open rates, and opt-outs.  These numbers will tell you if you are using or abusing the tool.  When I first started using email six years ago, my open rates were around 50- 65%.  But email is very common now, and people are constantly being added to lists.  So with industry averages hovering around 20%  i no long expect that level of interest.   However, if I see a sudden drop, i back up.  Am I sending too much email?  Or the wrong type?
5. Adjust and go forward – There is no one right formula, but practice, and revisions will make it better!

Do you have an email secret you would like to share? Or an email pet peeve?  Both are welcome

My Top 50 Blogs

Kyle Lacy, were chatting recently about our favorite blogs.  Ok, so we were texting, but that is almost the same thing, isn’t it?  Anyway, he suggested we each create a list of our top 50 blogs.

At first I was a bit intimidated – 50 blogs did I really read that many?   But I figured what they heck it would be fun to see how many I came up with.

Then, when Kyle sent me this cool graphic,  I discovered I don’t follow instructions well.  You see – Kyle is writing about his top 50 here in Indy, and I just picked my top 50.  While many are local, I also follow some really cool folks around the world.

I  have tried to group them in some semblance of an order – with a a brief description. Color coding – Red indicates an Indy Blog.

If you are not familiar with some of these, check them out!  And add your favorites!

1. Kyle Lacy’s Thoughts on Social Media – Social Media, Marketing, & occasional Social Commentary
2. Chris Brogan – Social Media, Social Media, Social Media
3. Chris Baggott’s Guide to Blogging – Social Media, Company Blog
4. MediaSauce Blog – Social Media, Marketing – Company Blog
5. Collin Clark - Indy Awesome Blog – Social Media, Web Design – New on the blog scene, but interesting
6. Noah Coffey - Social Media, Marketing
7. Chris Garret  – the Business of Blogging and New Media – Social Media
8. TwitTip - Social Media as the Name Implies, Specifically Twitter
9. ProBlogger - Social Media
   
10. Micheal Fruchter – My Thoughts on Social Media – Social Media, Marketing
11. Tim O’Reily Radar - Technology, Social Media,
12. Groundswell - Social Media
13. Jason Baer Where Social Media and Email Collide – Social Media, Marketing
14. Seth Godin – Social Commentary, Social Media, Marketing
15. Jim Brown Monopolized Chaos – Social Commentary, Politics, Social Media
16. Deep Ripples - SEO Blog -SEO, Social Media, Marketing
    
17. SEO Boy – Hannipin Marketing - SEO, Social Media, Marketing
18. Gravy Masters - SEO, Social Media
    
19. Ben McConnell and Jackie Huba – Church of the Customer, Social Commentary, Marketing
20. BNPostive’s Blog – Social Commentary with a decidedly Indy Perspective
21. Jared Young – The Original Quill – Marketing for Small Biz Owners
22. Chad Meyers – Three Hats Marketing – Marketing and Branding
23. Duct Tape Marketing -Marketing, Social Media – Sometimes a bit commercial, but good content mostly
    
24. Amber Naslund – The Brand Box – Marketing, Branding and Social Media
25. Marketing Profs – My Daily Fix – Marketing
26. Jim Connolly’s Marketing Blog – Marketing & Networking – Practical Tips
27. Jim Cota - Marketing, Life as a Dad, ( I also like Jim’s columns in the IBJ)
28. Jason Falls – Social Media Explorer – PR, Social Media and Marketing
29. The Buzz Bin – PR, Marketing, Social Media
30. Mark Story – The Intersection of Online and Offline – PR in the Digital Age
31. Kevin Eikenberry – Leadership
32. Louis Gray - Technology ( Particularly New Web Aps) and the implications on Social Media
33. Doug Karr – Marketing Technology Blog – Technology, Marketing – My Go-To resource for Wordpress
34. Michael Wolf – Greywolf SEO Blog - Technology and SEO
35. BlueLock – Technology, Cloud Computing
36. Rich Miller Data Center Knowledge – Technology – Nice balance between tech news & opinion
37. Nicholas Carr – Rough Type – Technology, Cloud Computing
38. Techy Pundit - Technology, Business and Cloud Computing
39. Robert Scoble – Scobleizer - Technology, Social Media
40. Patric Welch What’s Noo? – Technology with a sense of humor
41. Erik Deckers – The Laughing Stalk – Humor and Social Commentary
    
42. Capitol Watch Blog – Politics – This is my favorite for local and national politics because the authors represent such opposing political views.  My favorite Jenn ( very liberal left wing democrat) and her worthy opponent, Abdul, (very conservative, right wing republican) present the inside scoop with insight, humor, and a even a bit of sarcasm
43. The Huffington Post - Politics from a Very Liberal Perspective
44. Indy-Biz -  Indy Focused – News about the Indianapolis Small Business Community
45. I Choose Indy - Indy Focused content provided by community at large – best of Indy
    
46. Guy Kawasaki – How to Change the World – Smart Stuff – Entrepreneurship, Technology, Social Media
47. Harvard Management Update - Smart Stuff on Business, Politics, Economics, etc
48. TED – Ideas Worth Spreading - Smart Stuff – Technology, Education, Design, Science, Creativity, etc
49. John Byrne – Editor BusienssWeek.com What’s Your Story – Smart Stuff, Business, Technology, Politics
50. Mooshinindy - Photography

And a few extra’s these are friends who are using blogs in an interesting way to promote their business.   Way to go!

1. Hartman Inventory – Company Blog, Inventory Service
2. Barb Jones – Biz Customs – Business Etiquette
   
3. Safari Solutions – Company Blog, HR Tips
   

And if I have missed your favorite – Add it here, then bookmark this page, and come back from time to time to see what others have to say.   Haven’t had enough? I found this: 100 Blogs That Will Make You Smarter. I have not had a chance to check out the whole list, but thought I would put the link here so I can find it from time to time.

Indy Chamber Launches Social Network – But Are they Missing the Boat?

Congrats to the Indy Chamber for adding a social network to their member benefits. I would suggest however, they open up a bit of the site to visitors to encourage them to join the chamber. Sometimes you have to give a little bit away for free to sell the rest of the package.

What do you think?   Are private member only networks a value or is there more value in creating a visible presene in a larger existing community like Smaller Indiana?

We have wrestled with this at Rainmakers on our member site: Let’s Make it Rain.  We decided to allow visitors to see the home page, get a feel for the discussions, but not participate if they are not members.  I don’t think anyone will join Rainmakers because of our social network, but I think it gives them insight into who we are.

The Indy Chamber has the same opportunity, and I hope they will consider modifying the site and becoming more of a voice for Indianapolis Small Business.

Small Business Tip: You Don’t Have to Be the Prettiest Girl in the Room

I recently started reading Jim Connolly’s blog. A solid marketing professional, I enjoy his practical advice .  In a recent post he wrote about Equality and Attraction.   Focused on internet marketing, he said:

You attract sales, leads and referrals by being attractive.  In the online world, this means making your site or blog as valuable to your ideal profile of client / customer as possible.  You do this by focusing on delivering quality and quantity.

When it comes to attraction on or off-line, what makes someone attractive? Go to a party and look around the room interesting, confident people are usually the center of attention.  How does this translate to your on-line? Write interesting content and share it with confidence.    – A simple post on Twitter or FriendFeed to let your followers know you have something new, then let your readers find you.

It is frustrating when you write a good post and no one comes to read it.   Instead of emailing a link to everyone you know, write another good post.

And one final thought, in addition to interesting people, the other very popular folks at any party are the good listeners.  So spend some time listening as well by asking good questions.

Who are the most attractive people you know?

How to Make Social Media Work for Your Small Business

Maybe  I am spending too much time on Twitter, or maybe more people really are talking about social media.  Either way, it is a conversation every small business owner should get involved in, exploring options and making an informed choice on how and when to get involved.

Chad, at Three Hats Marketing had a good post this morning containing five points to use as a starting point for your conversation.  He recommends:

1. Know thy audience

2. Understand your purpose

3. Pick the right tool for the job

4. Don’t bite off more than you can chew

5. Know what success is

This last question really contains two sub questions.  And these are the same questions you should ask about any marketing expenditure.

The first:  What do you want to accomplish.  It is not enough to Jump in, Jump in with purpose!

The second which Chad address: How will you measure results?  For me the easy measures are  Traffic, registrations for my newsletter and sales are all viable measures of success. What’s yours?

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