Nomad Marketing Blog

Recently, I had the opportunity to contribute a column to the April issue of New Business Minnesota. My article, Marketing Made Easy, focused on the fundamental marketing activities any new venture needs to consider – research, planning and simple, consistent execution. Here’s a link to download the entire column, along with good advice from my colleagues in the banking, legal and accounting fields.

Too many small businesses take the Ready, Fire, Aim approach to marketing. Successful businesses, though, take careful aim at a specific audience, develop a plan to tailor their products and services (and messaging) to that audience and then deliver that message in affordable, effective ways.

Step One: Understand The Customer
Intuition is important, but there is no substitute for good solid information. As I learned from the engineers I worked with at 3M, “In God we trust, all others must have data.” Doing market research can be simple and affordable. I highlighted a few inexpensive research options in my previous blog post, "Marketing Research for the Masses”

Step Two: Plan Your Work
SBA lenders all require a detailed marketing plan as part of the loan process. That alone, makes one critical for aspiring small businesses. Equally important, though, is the benefit of the plan over the long term. By using the marketing plan as a roadmap to growth, a business has the ability to take measured steps to success.

Step Three: Keep It Simple
Marketing doesn’t have to be rocket science. The key to success is delivering the clearest message to the most receptive audience. A clear elevator pitch, a clear, concise website and a compelling leave-behind printed piece are all many businesses need to get their story to their audiences.

Step Four: Be Consistent
Consistency means keeping the message constant and keeping communications regular. Customers and prospects should receive something at least every quarter. Those “somethings” should all feel like they fit together. An e-newsletter should reflect the website, which reflects the sales presentation which reflects the advertising campaign.

Marketing can be overwhelming, but it doesn’t have to be complex. A well-thought-out plan, focused at a specific audience builds the foundation. Simple, consistent execution makes the plan a reality.

Come out and see us

As part of our work with New Business Minnesota, Nomad Marketing will be participating in two upcoming events. During the Building a Better Business Workshop, I’ll be presenting marketing tips and tricks that all small businesses can use.

Spring Small Business Resource Expo – April 29, Ramada Inn Mall of America

Building a Better Business Workshop – May 6, Doubletree Hotel – Park Place

A quick video overview of social media for small businesses.

In preparation for a talk I’m giving this weekend titled, “Communicating in the 21st Century”, I’ve been tuning my antennae to tech talk, social media and other permutations of the interwebz.  As surprising as it may seem, there exist some strange tribes that don’t embrace all of these technological marvels.These tribes of which I speak are many and varied.  One might be interested to learn that high school and college kids don’t use Twitter.  They’re too busy texting.  Older adults don’t text much (but they’re learning).  Younger professionals shy away from e-newsletters.Communicating in the 21st century is far from a simple challenge.  The diversification of audiences and the exponential growth in communication options create a complexity never seen before.  The key to success is knowing the desired audience(s) and their preferred communication modes.  One size fits all communication campaigns are doomed to failure.Here are some critical questions to ask as you’re designing a campaign:

1. Who is the target audience?
2. What are their demographics (age, etc)?
3. What communication vehicles do they use?
4. What type of response or action am I hoping for?
5. How can I track the success of the campaign?

To have the best chance of success, a communication campaign must match the message, the medium and the audience.  What works for one group may not work for another.  Choose wisely.

marketing,communication,Nomad Marketing,social media,advertising,internet,twitter,demographics,psychographics

New Year’s Resolution:  Keep your customers!In this frustrating economy, it’s more important than ever for small businesses to solidify their existing customer relationships.  Losing customers and having to replace them is more costly than ever.  The added cost of attracting new clients vs. keeping existing clients has been well documented.Making a fresh commitment to current customers is a great way to start the new year.  Keeping their loyalty helps preserve top line revenue and reduce marketing expenses.  Here are three suggestions for maintaining your customer connections and getting them to work for you:

• Communicate!  

Start the new year by thanking them for their continued loyalty.  Tell them about your plans for the coming year.  Invite them to share stories of their work with you.  Testimonials are always valuable.  Think about starting a regular newsletter or blog.  Whatever you do, let customers know you appreciate them and want them to stick around.

• Create incentives for extending relationships

Loyalty programs are a great way to reward loyal customers and can help attract new customers.  These programs don’t need to be expensive.  Offering early or preferred access to products and services encourages loyalty, helps in production planning and costs little.  Early notification of new products and frequent flyer discounts are other valuable and low cost loyalty rewards.

• Ask them for help

Satisfied customers are usually more than willing to put in a good word for you.  Referral programs encourage customers to do that in an organized way.  A small reward for a new customer referral goes a long way.  The new customers you land from these referrals are more likely to be good long-term partners, too.Social media offers many opportunities for customers to promote you, as well.  Getting them to follow you and interact with you on Facebook, Twitter, LinkedIn, etc. can expand your sphere of influence and increase your brand awareness.

Start 2009 with a fresh commitment to your current customers.  Your customers will reward you with continued loyalty.

Marketing,Nomad Marketing,Loyalty,social media,new media,Facebook,Twitter,LinkedIn,New Year’s Resolutions,referral programs,e-newsletters,blogs,economy

Ever wondered what your customers really think?  It’s easier than ever to find out.  A number of new and not-so-new online survey tools are making customer research accessible to everyone.  But while the tools exist, the art of questionnaire design and the science of research methodology are still critical to successful surveys.Several for-profit and open-source organizations have created affordable, user-friendly online survey tools.  The most common are Zoomerang, Survey Monkey and LimeSurvey.  Each of these providers offers free basic service and a variety of paid premium services.  Each has basic tools for survey design and reporting.  With some variations, each allows marketers to build, conduct and analyze surveys.  Here’s a little tour of each one, with some pros and cons.ZoomerangZoomerang has lots of options for question types, but data analysis features leave a little bit to be desired.  One great feature that Zoomerang offers is the ability to embed images into questions, allowing researchers to gather data on visual responses as well as written questions.  Zoomerang’s annual contract pricing may scare some noobs away and may prohibit some low-volume researchers from using the service.www.zoomerang.comSurvey MonkeyFormatting/question type options are not quite as robust as in Zoomerang, but data analysis options are a little more sophisticated.  Survey Monkey is very easy to use and has an affordable monthly rate.  One thing I really like about Survey Monkey is their tie-in with Mail Chimp – an online e-newsletter tool.www.surveymonkey.comLimeSurveyDisclaimer:  I haven’t used this service yet, but in taking the tour, I’ve discovered a few very interesting things.  Before I jump in, I’d like to thank Guy Hagen @ Innovation Insight for turning me on to this open source tool.LimeSurvey offers an online, hosted version, called LimeService, and a customizable download version that allows sophisticated web programmers a very robust tool.  The download version can be a powerful tool for more advanced researchers.  LimeService has an interesting band-width-based pricing model.  The more questions you ask and the more respondents you have, the more you pay.  This is a great feature for low-volume researchers and makes it easy for newbies to kick the tires.  LimeSurvey appears to have some limitations in question/survey formatting, based on the demo survey on the site.  In particular, it doesn’t appear that LimeSurvey allows for skip-pattern survey design.  This is a big deal, especially if you have a highly heterogeneous respondent pool.www.limesurvey.orgOnline survey tools are making market research much more accessible for small businesses.  Short learning curves, low pricing and relatively robust survey and analysis capabilities make the leading services great options for entry-level researchers.But with great power, comes great responsibility.  Sound research strategy and solid survey design practices are critical to getting the most out of these tools.  It’s easier than ever to ask bad questions and gather misleading data. Just because a tool is easy to use, doesn’t mean it will generate worthwhile data.  Researchers must be sure their results are reliable to avoid making bad decisions later on.

marketing,Nomad Marketing,market research,zoomerang,survey monkey,limesurvey,web,internet

I’ve been thinking about web strategy a lot lately.  The current economy has made many businesses re-evaluate their marketing plans.  Companies justifiably see the web as a great “free” resource for marketing.  So many tools exist today - many of which were covered in recent posts here - that getting the word out online is quick, easy and effective.At the same time, a disjointed web strategy can send confusing messages to the market.  Web marketers must take care to integrate all of the elements of their web presence.  Whether a company uses blogs, Twitter, Facebook or all of the above, the tone and content of messages sent should be consistent across these media.  A snarky, abrasive tone in Tweets can reduce the effectiveness of thoughtful blog posts, etc.  The brand must be consistently represented in all marketing vehicles.Policy questions aside, Barack Obama’s campaign (and now administration) offer one of the best examples of consistent, connected web strategy ever seen.  His tweets link to YouTube videos of his speeches which refer to his website where people can find blogs and chat rooms to discuss his ideas.  The tone, message and style of each of these elements is consistent and drives interest and engagement from followers.He has taken it a step further with www.change.gov - his transition team’s website. By bringing the campaign’s web savvy to his administration, more people than ever before will become wired to the inner workings of government.  The potential for an engaged citizenry is enormous.The web offers tremendous opportunities for low cost, highly effective marketing.  The key to success is a holistic strategy with the brand at the center.

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Step 3.  Use social networking toolsImproving search results and generating site traffic relies on links and connections from around the web.  One of the best ways of spreading the word is through online social networking.  Sites like LinkedIn and Facebook can connect you with thousands of prospective contacts and referrers.  Messaging tools like Twitter provide a forum for sending quick updates and sharing links with thousands of “followers”.The instantaneous nature of these online tools makes it easy for website owners to draw visitors and keep them coming back.  Each new blog post or site update can be communicated quickly to thousands of fans with a few keystrokes.  In fact, several Facebook apps, like My Blogs will automatically post new blog entries to a Facebook profile.  With millions using these tools, they are critical for improving search results and web traffic.Twitter can be another valuable asset. Twitter messages - called Tweets - support live hyperlinks.  That gives website owners the opportunity to quickly alert followers to updated site content and new blog posts and drive them directly to the new content.  Not surprisingly, multiple Facebook apps allow Tweets to be posted on a profile page – almost instantaneously.Social networking tools create an interconnected alert system that is fast, easy and inexpensive (free).  Website owners can use this system to communicate new content and expand their reach.   By cross-pollinating messages among the various tools, website owners can create a robust mechanism for generating new and loyal traffic.

Nomad Marketing,Internet,marketing,social networking,facebook,twitter,linkedin,blog,website,web

Step 2.  Take advantage of blogsIn the last post, I discussed the ways small businesses can utilize Google’s web tools to increase traffic on their site.  A second way to attract visitors is to create a blog strategy.  Blogs give visitors a reason to return to a website.  Leaving comments on other blogs can help increase traffic on your site, too.  A new breed of “aggregator” sites can also help extend the reach of a website featuring a blog.  A good blog strategy will incorporate all three elements.Build a business blog Not all blogs are created equal.  Everyone has heard of the “blogosphere” - that tempest in a teapot filled with ranting crazies.  Business blogs are very different.  When well-crafted, they can offer an insider’s view of a company and extend a brand persona beyond advertising and media efforts.A blog must be supported by an underlying strategy.  Without a mission, the blog will wander and readers will lose interest.  Aspiring business bloggers should ask themselves questions like:

• “What are my recurring messages and themes?”
• “What personality should my blog adopt?”
• “How open should my blog be in discussing my company or products?”
• “How can I keep my posts relevant to my readers?”

Business bloggers should be prepared to deal with negative or inappropriate comments posted to their blogs.  Eliminating the negative feedback universally can backfire, but all comments should be moderated to eliminate inappropriate or unnecessarily harsh commentary.Blog entries must be frequent and relevant enough to keep readers interested.  If posts appear less than once a week, readers will stop returning.  Understanding readers’ interests is also critical.  Blogs should address issues readers care about.  If business bloggers understand their customers and their market, they should be able to comment on relevant topics easily.Comment on other blogsThe blogosphere is full of blogs discussing business issues.  There are many people commenting on topics relevant to your business.  The keys to making this work for you are:

1. Find the appropriate blogs to connect with.
2. Leave relevant, insightful comments.
3. Include your blog address in the comment so readers can find your blog.
4. Be active.  One comment once in a while is not enough to make this work.

Connect with aggregatorsMany websites aggregate blog posts into categories.  These sites are popular because they filter the millions of blog posts and return those that are of interest to readers.  Business blogs should be connected to these aggregators.  Some examples include:

• Digg
• Stumbleupon
• Del.icio.us

Each post should be tagged to match the key words in the post as well as the key search for your company.  Those tags will allow readers to find your posts more easily.Blogs can drive significant traffic to a website.  They add visibility and provide a forum for extending a company’s brand.   They also give visitors a reason to return to a site frequently, giving brand owners more opportunities to connect with their audiences.

Nomad Marketing,marketing,web,blog,search engine optimization,internet

Small businesses often can’t afford expensive Search Engine Optimization (SEO) services.  The good news is, they don’t really need to.  Three simple activities can provide more bang for the buck than many SEO services.I’m not suggesting that paying for SEO wouldn’t be valuable for some businesses.  In highly competitive markets, SEO can mean the difference between showing up first and showing up last.  But for many small businesses, appearing in the top 5-10 search results is sufficient to drive more traffic to their sites.  I suggest three simple steps for all of my clients.  I’ll review each step in separate posts.Step 1.  Focus on GoogleLike it or not, Google controls 60% of worldwide web searches.  And considering Google’s partnership with Yahoo, they will control even more of the paid search results market.  Google should get most of a small business’s SEO attention.First, webmasters should focus on their “snippet”.  This is the little blurb that appears under the link in any Google search result.  Google has created a valuable video explaining the mechanics of a Snippet. .  The key to snippet success is making sure that the opening paragraph of a site’s home page text succinctly captures the business’s message.  It should include as many key search terms as possible in the first couple of lines.  The best part of this effort is that it’s free!  (Note:  Yahoo and MSN snippets function similarly, but Google is the most scientific about theirs.)Here’s Nomad Marketing’s Google snippet.Companies that advertise on the web, should emphasize Google AdWords in their campaigns.   This simple “pay per click” service reaches the majority of web searchers and allows advertisers to budget any amount per click and any amount per month for search results.  More competitive searches will cost more, but this can be a very affordable advertising solution for many businesses.  Note:  it’s not always necessary to appear in the “Top 3” results – the most expensive category.  Often, showing up in the top 5-10 is enough.  Frequency is important, so businesses should consider buying more frequent results in the lower range for the same monthly budget.One important element to a successful AdWords campaign is search term optimization.  That’s where the 3rd leg of the Google stool – Google Analytics – comes in.  Google Analytics allows webmasters to monitor the search terms that lead people to their sites – and integrates directly with AdWords.  Google Analytics is free and only requires a simple code snippet addition to web pages.  This tool offers a variety of valuable data in simple, clear reports.  By closely monitoring the most common search terms in Google Analytics, web advertisers can optimize their search terms in AdWords – dropping ineffective search terms and adding more effective terms.  Webmasters should review their Google Analytics data at least weekly to most effectively optimize their AdWords campaigns.Google dominates the web search world.  Embracing the giant can make life easier for small businesses.  Webmasters can optimize their web search results by spiffing up their snippets, advertising with AdWords and monitoring results with Analytics.  These are some simple, affordable ways to start an SEO effort. Check back for Step 2:  Taking advantage of blogs.

Web traffic,internet,marketing,Nomad Marketing,Google,snippet,adwords,Google analytics,search engine optimization

Much has been made of micro-finance as an economic development tool.  One challenge in micro-finance is that the businesses created with micro-loans are often service businesses that do not create new wealth within communities.  They simply move the wealth from one person to another.Some community development organizations have created a different model.  Micro-marketing.  This concept creates jobs and wealth by teaching marketable skills and providing valuable products to people outside the communities these groups serve.  Cape Town, South Africa is home to two such organizations, the Philani Nutrition Development Project and MonkeyBiz.The Philani centers, located in the townships of Cape Town teach weaving, beadwork and other artistic skills.  They provide sales, marketing and business education and support.  Two-thirds of the revenue from the artists’ work goes directly to the artists.  The remainder supports the centers’ educational and childhood development programs and provides business assistance to the artists.  The art is sold to tourists and collectors that visit the centers and a number of retail shops throughout Cape Town.MonkeyBiz provides a similar outlet for local artists via a retail shop in Cape Town, an online shop and partnerships with organizations around the world.  In contrast to the Philani Centers, which focus on township residents, MonkeyBiz artisans largely come from the streets of Cape Town.  MonkeyBiz provides a broad range of skills training, involving artisans in every aspect of the retail business and community outreach programs.Like micro-finance programs, these micro-marketing initiatives create new economic opportunities for underprivileged communities.  By creating goods for art collectors and tourists, projects like MonkeyBiz and the Philani Centers go one step farther.  They attract new wealth into the communities.

Nomad Marketing,marketing,economic development,micro-finance,micro-marketing,MonkeyBiz,Philani