I read a really useful post by Brad Sugars on Entrepreneur.com the other day and it reminded me of what Tim Berry and John Jantsch often have to say.  The post was about marketing planning and listed five things to avoid when putting your plan together. These words particularly caught my eye:

A good marketing plan is like a battle plan or a game plan; it should serve as a guide and a blueprint for the actions you need to take to grow your business. It should also have some flexibility because as you start testing and measuring tactics, you’ll need to shift strategies from time to time, to capture or gain share in a particular market. That said, a good plan doesn’t need to be complicated.

This post resonated with me because planning is what we ‘preach’, but it also resonated with me because it is so true. John Jantsch, marketing guru, always has tips on how to effectively market your business, and Tim Berry, business planning expert, always has tips on how to effectively plan and create a business or marketing plan. So much of what Brad had to say seemed to align perfectly with what John and Tim regularly blog about and teach.

As you enter into 2009 and think about how to keep your company charging forward, think about your marketing plan. Have you truly thought about and narrowed down your ideal customer? Do you have a marketing budget or know how much your marketing initatives cost? Do you have a handle on how to acquire new leads and customers? Are you tracking your progress? Make sure you have some sort of plan in place - but be flexible and know it is not set in stone. It is simply a guide to help you get to where you want to go and see your business succeed.

Happy planning in the New Year!

Kristen Langham
Manager of Business Development
Palo Alto Software, Inc.

Tags: Marketing, marketing planning
Posted on December 30th, 2008 | No Comments »

My mom joined Facebook a couple of weeks ago. She joined because I told her that people were contacting me asking about her and my dad. I should say that my parents have been in boarding school (Academy and University level) careers since the 60’s. The grandchildren of kids they watched over way back then are now attending the college they work at now. It’s weird for them, but also really satisfying in a way.

So she joined Facebook. In a matter of days she was in touch with kids she’d once mentored, she was talking with old students who were once again seeking her guidance and opinions. She became instantly networked into a vast group of people spread all around the country. And all she did was sign up for a free Facebook account.

What does this have to do with business?

Just this. If you had the opportunity to network into the market you’re selling to, would you hesitate?  Do you have 15 minutes a day to do a Google search on your brand or company name and see what people are talking about? Are they talking about you or worse, are they NOT talking about you? What can you do to join or start that conversation? It might not be a fit, but how will you know if you don’t try it out?

There are people searching the internet looking for your business.

Are you making it easy for them?

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Tags: conversation, facebook, Marketing, public relations
Posted on December 10th, 2008 | No Comments »

Today’s guest author is Curt Clinkinbeard, the Director of Training at the FAMEE Foundation. Curt is a former director at the Kansas University Small Business Development Center, an author, consultant, speaker and enthusiast for entrepreneurship. 

Curt was the former VP of Sales and Marketing for a rapidly growing medical firm. During his 13 year tenure, the business went from $500K in annual revenues to over $5 million per year. That’s consistently growing at about 20% per year over an extended period.

We are pleased and very thankful for Curt’s participation today in wrapping up our Global Entrepreneurship Week on getting Back to the Fundamentals.

If you like to read about entrepreneurship, you’ve noticed that every other article these days is written about “how to deal with a rotten economy.” OK, so some of the tips out there are great strategies that help ntrepreneurs take a different approach when times get tough.

But here is an additional / alternate way to look at it….

1. Get back to the basics. A tough economy magnifies the importance of doing the BASICS really well. When dollars are tight, competition increases. When competition increases, the small differences between companies and their marketing strategies become more noticeable. My best advice is to do the things we know we must always do, but simply do them better. In my opinion, going back to basics, but executing at a higher level, is a huge way to help keep focused on improvement.

By the way, a significant benefit to this is if you use a down economy to sharpen your overall approach to marketing during the doldrums, you will deploy a proven approach, which will serve you well when times get better and the economy booms.

2. Take some advice from Alcoholics Anonymous. Focus on the things you can control, and to some extent, tune out the things you can’t control. I find that when business owners get too wrapped up about “the big picture,” they lose focus on what they can control: their approach to running their company. Sometimes rolling up your sleeves, turning off the media’s drama (they make more money when there are sensational things to talk about), and focusing on their own little business, is the best medicine.

3. Don’t drink the Kool-Aid. Recessions are times when our pessimistic sides start to win. But our best entrepreneurs are optimists. No, that doesn’t mean they are Pollyannas or have their heads buried in the sand. But it does mean that when the vast percentage of the populace is panicking, the cool-headed entrepreneur recognizes that economies go up and economies go down - and has faith that the economy will get better.

The more they remain upbeat, the more they counteract all of the negativism. There have always been good times and bad times. And every time it goes bad, there are those who join the panic train, and those who emerge from the challenges better off than they were going into them. The entrepreneur’s attitude is key. Not only on a micro level, but on a macro one as well!

4. Learn about marketing. And what would an email from me be without a shameless plug?!!!? If times are tight and companies are scrimping back on their expenses, doesn’t it make sense to access a full marketing development training / consulting program? Not only does it talk about how to sharpen up the business so it can grow, but it is offered in a membership that does not have a direct cost. If you have not done so, visit our website at www.famee.org  to learn more.

Curt Clinkinbeard
Director of Training, The FAMEE Foundation Author, /CUSTOMER PILLARS/
Former SBDC center director

Tags: "Back to the Fundamentals", guest author, Marketing
Posted on November 21st, 2008 | No Comments »

We work really hard, here at Palo Alto Software, to make sure our software works right - not just on one operating system or setup, but on all the possible configurations we support. We’ve got two full-time testers sitting right next to the developers who write the code, gleefully pointing out any bugs they find. You know, just to keep the programmers on their toes.

But even the best products can have problems, whether it’s a package that gets broken in delivery, or a design flaw that makes your knees hit the steering wheel on that new-fangled bike.

The good news is, these frustrated customers can become your best word of mouth.

How? Great customer service should be an opportunity to market your company.

Read our latest Global Entrepreneurship Week article on Bplans.com discussing customer service as a flaw or opportunity.

Tags: customer service, Marketing, service
Posted on November 18th, 2008 | 1 Comment »

Every time I think about blogging, I question what I should write about, whether or not I have the time, if people will read my posts, etc. But when I actually think about what blogging can do for our business, it’s really a no-brainer. Blogging is pretty much free marketing (and can actually be kind of fun!). So how can you go wrong with that?

I recently read an article stating that in times of economic crises (like many feel we are experiencing today), you should continue or expand your marketing budget. The logic was that if others are cutting their budgets, you have a “greater window of opportunity to get your message across to your market.” While I do understand this logic, it is always prudent, recession or no recession, to be smart about how, where and why you are spending your marketing and advertising dollars.

Traditional advertising often doesn’t provide the results businesses are looking for, so even if they have a robust marketing budget, organizations often look for creative (and low-cost) ways to market and advertise. Blogging is one such way, and it can be an extremely effective marketing tool. Not only are you putting content out there for others to read, but when people comment and link back to their blogs, it can start a cycle of exposure.

Aside from creating and writing your own blog, there are other ways to get noticed in the world of blogging. Just like others can comment on your blog, you should explore and find a blog you like, post comments and link back to your company’s blog. There are an abundance of bloggers out there, so you are sure to find at least one that provides interesting and useful content for you to read and comment on.  And since there are so many bloggers out there, another way to draw attention to your company is to act as a guest blogger for someone else in your sphere.

Both Wordpress.com and Blogger.com provide free accounts, so take advantage of a free account and add blogging to your marketing mix.

Kristen Langham
Manager of Business Development
Palo Alto Software

Tags: blogging, blogs, creative marketing, Marketing
Posted on October 30th, 2008 | No Comments »

Ever wanted the chance to spend quality time with a guru in the marketing world? What kind of a value would you put on one-on-one time with some of the brightest minds in marketing? Are you in or near the Sonoma County region in California?

John Jantsch, the man behind the Duct Tape Marketing system, blog, book and our expert behind the newest Marketing Plan Pro powered by Duct Tape Marketing, will be joining the folks at E-Myth Worldwide on Thursday, November 13th and Friday, November 14th to help you develop the marketing and lead generation systems that will take your business to the next level of success.

That’s two days with marketing experts, talking directly to you and your business.

The seminar price includes a delightful Sonoma County winery dinner experience on November 13th.  Join John Jantsch in the beautiful Sonoma County region of California as he shows you how to create and implement a marketing plan to breathe fresh air into your business. Participants also receive a copy of Palo Alto Software’s new Marketing Plan Pro powered by Duct Tape Marketing software.

Act now! http://www.e-myth.com/seminars/ducttapemarketing/

Tags: duct tape marketing, emyth, john jantsch, Marketing, marketing plan pro, seminar
Posted on October 28th, 2008 | No Comments »

You may start noticing a theme on the BIG Blog - “Back to Fundamentals” - and when you sit down and think about it, it is a really simple idea that can have a really big impact on your business. Whether or not your company is in a financial pinch, the economy is in a slump or things are booming, it never hurts to evaluate things and get back to the fundamentals of business.

Marketing is a key component to the success of any business, so I want to focus my future posts on getting back to the fundamentals of marketing. Often times people think effective marketing campaigns require a big budget, when in reality there are many ways to market with little to no budget. Networking is one of those ways.

The word “networking” can evoke a mix of emotions from people. The old, standard definition of networking (a meet and greet event where you shake hands and make small talk with others) isn’t the only way to truly and effectively network. That being said, there is generally going to be some handshaking and small talk to learn about someone’s business and tell them about yours. There are a number of ways to effectively meet people, learn about their businesses and determine how you can create a mutually beneficial relationship, all with little to no cost and without cheesy and uncomfortable small talk. Here are some simple ideas of where/how you can network:

1. Professional associations related to your industry
2. Local or regional associations or groups
3. Traditional networking groups/clubs
4. Cultural associations
5. Chambers of Commerce
6. Local business events (business after-hours, business expos, etc)
7. Join a gym
8. Volunteer

In general, use every opportunity (business or personal) as a potential networking opportunity. Networking doesn’t have to be cheesy or boring. It can be as simple as striking up a conversation with someone who you meet in your morning workout class.

Kristen Langham
Manager of Business Development
Palo Alto Software

Tags: backtofundamentals, entrepreneurship, Marketing, networking
Posted on October 23rd, 2008 | 1 Comment »

I received an email the other day from a consulting company I have used in the past for Google Analytics. The email was for a seminar in Columbus, Ohio. It was a comprehensive one and two day seminar that, I’m sure, appealed to a wide range of people who use the service. The cost was low for most small businesses and was enticing. All the information given in the email made it the right seminar for me.

I had received a few of these emails for a few months previous for other seminars, which was good, helpful even. It gave me a basis that the company cared enough to want to offer me education on their systems.

TIP: When sending emails for seminars or conferences, getting the date out early is great, especially with some follow-up emails when the actual date is closer. Keep the seminar in the minds of the customers.

However, the date I received this particular seminar email blast was October 13th. The seminar was for October 14th. One day turn around.

I should say at this point, I do not live near Ohio, I am not even in the same time zone as Ohio. The only thing my state has in common with Ohio is the O. (Oregon, Go Ducks!) I am NOT the target for the “day before seminar” email blast. Who is? People in Ohio. People close to Ohio. Not people on the west coast.

Email marketing with a series targeted for a specific date can work, when done properly. Every piece of communication about this event was done perfectly, except one. They didn’t use segmentation in their email management tools to target their customers at each stage.

If you are sending out eblasts for a particular event, take the time to think about who should receive each email - It may not be the same set of people at each stage.

Nicole Poole
Online Marketing Manager
Palo Alto Software

Where it all went wrong photo by gary_foulger via Flickr

Tags: email lists, email marketing, Marketing, right way wrong way, segmentation
Posted on October 20th, 2008 | No Comments »

Does your blog or website have a newsletter for informational articles or product/service announcements?

If you do, most likely it’s an opt-in list you’ve cultivated slowly over time. So, what do you do when you want to grow that list? Do you invest in a high priced email list from a broker or do you find them yourself? If you want to find and qualify those customer leads yourself, where do you start looking?

Buying a list may be the easy route, but it can get expensive. The alternative being collecting the email addresses yourself. But as I mentioned above, that can take a while if you aren’t being aggressive about it.

So get aggressive! You’re in business to make money, don’t be afraid to sell your product to people who want and need your product or service. A newsletter to give your customers that value added benefit of being your customer might be just the thing that keeps them coming back to you instead of moving to your competitor.

iContact has 9 creative ideas you can use to build your email list.

Nine Ways to Collect Email Addresses

Your website - If you’re not promoting your email list on your website, you’re not using your website well enough.

Current email lists - Using current email lists to build your own email list is an essential part of your growth. If your current recipients see something of value to them, they may think their friends will benefit as well. Allowing them to pass your email along may easily add to your list.

In-store sign-up - Add sign-up forms so people can opt-in to your email list when checking out or browsing around.

Contests - Register participants’ addresses and announce the winner through your next newsletter.

Coupons and discounts - Offer special incentives through email only, and allow recipients to pass them along to friends.

Advertisements and direct mail - Never pass up the opportunity to inform readers about your email community. Direct them to your website or have them send an email to you requesting their addition.

Business cards - On the back of your business card, promote your website and the opportunity to receive informative emails or newsletters.

Trade shows and networking events - Offer collateral material that requests them to sign up on their own.

Seminars - Give seminars on your area of expertise, and have people sign up to your mailing list for future seminars, discounted rates, and other announcements.

Be creative with these ideas, mix and match, or come up with your own ways to collect emails.

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

  iContact allows businesses, non-profit organizations, and associations to easily create, publish, and track email newsletters, surveys, blogs, auto-responders, and RSS feeds. We are thrilled to be able to share their expertise with you and give you an opportunity to use their best-in-class email marketing software for a special 10% off the lifetime of your account.

Tags: email marketing, icontact, Marketing, palo alto software
Posted on October 9th, 2008 | No Comments »

In our Bplans.com newsletter, we’ve been publishing a series of articles from iContact about email marketing. This first in a series touches on the basics of having and running a newsletter for your business.

iContact’s Brandon Milford focuses on the basics of using a newsletter to reach out to your customer/client base. Brandon Milford is the Vice President of Marketing for iContact, based in Durham, NC, and he writes about Entrepreneurship, Marketing, and Design on his blog at www.brandonmilford.com.

iContact allows businesses, non-profit organizations, and associations to easily create, publish, and track email newsletters, surveys, blogs, autoresponders, and RSS feeds. We are thrilled to be able to share their expertise with you and give you an opportunity to use their best-in-class email marketing software for a special 10% off the lifetime of your account.

Your Newsletter: The Basics
by Brandon Milford, VP of Marketing, iContact

When designing your newsletter always keep in mind the amount of time you can expect your reader to spend viewing your newsletter. Everyone today is information hungry, but always in a hurry. How you display your content within your newsletter can capitalize on this assumption.

What Information Should I Include in My Newsletter?
Obviously, this will depend on your business and the audience in which you are marketing, but here are three recommendations:

• Announcements: Include recent information about your company and/or products that impacts your readers. For instance, you can include a link to an upcoming trade show where your company will be exhibiting or perhaps a seminar that your company will be sponsoring.
• Article: Include an article that relates to your products or services and helps your readers. It is also a great idea to develop a resource library that contains additional articles and provide a link for your readers so they can find more information on similar topics.
• Case Study: Provide an example of a client who has achieved great results while using your products or services. This will help build credibility with your readers. Again, provide a link where your readers can view additional case studies.

Those are three key items to include in your newsletter. If you include these, you are keeping your readers up to date on recent information about your products or services, including an article providing value on topics affecting them and by providing a case study you are proving to your readers that others are achieving success by using your products or services.

Making Your Articles Easier to Digest
Think of how we read newspapers; the same holds true for how we read material on the Web. We skim headlines looking for something that interests us and only then will we begin reading an article. We also stop to view photographs and any visual cues offering greater insight as to the information held within an article. I see far too many articles within newsletters that are very long (greater than 900 words). When writing your article try to keep it at 800 words or less and break each section into smaller, easy-to-read blocks with bolded headlines over each section. This will encourage your reader to skim your article and stop at each section they find interesting. If you are finding it impossible to trim your article simply find a good point within 800 or fewer words and provide a link to a webpage that contains the article in its entirety.

Sharing Your Newsletter with Others
Always give your readers a reason and a means to share your newsletter with others. By providing valuable and relevant content to your subscribers, they will be inclined to share this information with others by forwarding your newsletter. Email marketing software, like iContact, provide a “Forward-to-a-Friend” feature that inserts a link within the footer of your message allowing your readers to easily forward your newsletter. The goal is to obviously reach out to as many people as possible by providing valuable, relevant, timely content and an easy way for your readers to share this information with others.

Learn more about iContact and sign up for the special 10% off for the lifetime of your account at www.bplans.com/icontact

‘Chelle Parmele
Social Media Marketing Manager
Palo Alto Software

Tags: email, icontact, Marketing, palo alto software
Posted on October 8th, 2008 | No Comments »