Marketing Tried & True Meets New
Tried and True meets New
Marketing your small organizing business with the internet
The future is here folks. We can’t hold out any longer.
The world of marketing has shifted greatly in the last 2-3 years (and is still changing) and there is much to learn to be ready for the next generation of clients. Some organizers are all over these marketing tactics already. The bloggers are prolific. Some are twittering. Some are digging. The time has come for the rest of us to find out what they’re doing, how it works, and if it can work for us too.
The specific aspects that I refer to in this article are blogging, podcasting, social networking, email marketing, and video marketing.
I don’t want you to forget the great marketing strategies you are using already. We can’t leave behind the old ways that work.
So how can we take what we know has worked in the past and adapt those tecniques and principles in the new age of marketing.
Old: Networking means taking someone to lunch, talking over coffee or at a meeting. General principle – How can we help each other in business.
New: Social Networking online to meet people with common interests. It has been one of the hottest topics since 2004 and even earlier for MySpace adopters, but professionals were slow to use the new medium. The principle is the same as face-to-face networking but the online version is limitless. Thanks to the internet you can meet just about anyone anywhere that you’re interested in meeting. Plus you can define who you want to meet. You don’t have to mingle with everyone at a networking event – only those you like. On dozens of websites, you can make friends and connections with those in your business, in related businesses, in publicity and media all with the touch of few buttons. WIIFM (what’s in it for me) is now WCIDFY (What can I do for you). The more you do for others, the more it comes back to you in return.
Popular Websites: Linkedin, Facebook, Twitter, Plaxo
Old: Sending paper or email newsletters to those whose address you know because you have met them or they signed up in person.
New: Internet newsletter/email campaigns that can be simple news about your business or complex campaigns to sell products and services. The traits of a simple service is one that will manage your database of emails, deal with those that don’t go through (bounces), and allow you to avoid spamming or sending junk mail.
A more complex service may have “auto responders” that allow you to set up a multi-part tutorial or lesson, follow up on prior email campaigns, and sign people up for your next teleclass or buy your ebook.
Popular Resources: Constant contact, icontact, ezezine, aweber
Old: Writing articles and pitching stories to the media to get publicity for your services.
New: Writing blog posts and articles, for websites, blogs, and other internet media.
There are literally a gazillion websites out there. In 2007 there were 70 million weblogs (according to the Technorati State of the Blogosphere report.) Thats more than one blog being born every second of every day. In order to continue to exist and grow, they all need content. That’s where you come in.
If you can write even the simplest tips, you can be an internet author.
Some ways to reach out to get your content noticed
- Write for your own website. When others are seeking articles and they find yours, they may ask to use in and give you credit.
- You can contact bloggers and let them know you have articles written that may be of interest to their readers and send them stories in exchange for a link back to your website.
- Write and post your articles on free ezine article sharing sites such as ezinearticles.com. Site owners and developers will look there to add content on their websites.
You may also choose to blog yourself. Before embarking on this venture, read 10 blogs you like daily for a month and notice how often they write, how long their writing is, what style is the writing and notice if they use photos and where they from. If you’re still thinking you can do it, pick a distinct niche to focus on for your blog. Blog readers want to read posts about their unique interests. If you want to blog about organizing in general for instance decide if you want to blog about products, how-to organize, or psychology, etc. Or you may choose to pick a distinct market such as organizing teens, seniors, or men. Or you may concentrate on a specific space or task such as home office, creative space or kitchen and cooking.
Sites for placing your articles: ezinearticles.com, Articles3000.com, Ideamarketers.com
Old: Speaking engagements in the community, classes and workshops to show that you are an expert in the field and feed your prospect funnel.
New: Audio podcasting and Video presentations on the internet. Your expertise can be known around the world. All it takes is a $100 camera or microphone and some great content. In the internet world of audio and video, content is king. Viewers are forgiving of mid-quality video and audio as long as the content is strong. There are a lot of elements involved in putting together video worth watching and audio worth listening to so don’t take it lightly. Like blogging though, it may seem overwhelming at first, but once you get a rhythm going, it can be fun to podcast or make a weekly video.
Things you can do to get up to speed with online marketing strategies:
Subscribe to 10 blogs you like and read them daily. Comment on their posts. This is how online communities are formed.
John Jantsch of Ducttapemarketing.com suggests joining Facebook.com and creating a profile. You’ll soon begin to experiment and find out how people interact in social networks. You might also find a lot of people you already know are on it. (find me at: http://profile.to/allisoncarter)
Join Linkedin.com. It’s the business equivalent of Facebook. Loads of organizers are already on it connecting. It is a service for people looking for a job or make connections. I also like it for it’s “reunion” qualities. I found many old work colleagues that I can keep in touch with easier now, no matter where they move to.
Create a profile and become an expert on Squidoo.com. This site creates an expert page for everyone and those who want the information you provide can find it there. The smaller the niche, the more interesting.
Read blogs about marketing and publicity. They’re not only talking about the social networking scene, they’re also giving free teleclasses and webinars.
By Allison Carter
Allison Carter, CPO® is NAPO’s Chapter Relations Committee co-chair and Marketing Director of NAPO Georgia. She has a media background and like many organizers is profoundly overwhelmed by all the marketing choices now available at no cost.
Would you like to use this in your newsletter, blog, or website? You can, as long as you use this complete blurb: Allison Carter, CPO® is the lead trainer at Organizer U, providing learning opportunities for Professional Organizers everywhere. If you’re ready to start your business, learn about the organizing industry, or refresh your current PO business, you can get your complimentary “10 Steps to Starting a Successful Organizing Business” at http://www.OrganizerU.com .
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