You, Marketing and The Web

Less Greed and More Pursuing Your Bliss

Tom Gilbert — Sun, 10 Jan 2010 18:47:00 GMT

The greed of America (or other places in the world, for that matter) has impacted us on so many levels. Remember when Michael Douglas' character in Wall Street leered, "Greed is good"? Somehow many of us took that to heart, even if we disguised it as building wealth. Rationalization can be a funny thing.

What we eventually (hopefully?) discover is that meaningful work has more to do with helping others, a sense of purpose and doing what you are really good at - what you were born to - what the Creator built into you!

The unemployment level is still 10% (more depending on your ethnicity, education or where you live). And a lot of us over the past year or two have re-evaluated what we want to do "when we grow up". Since November 2008, when corporate radio eliminated my position, I've been spending time writing, reflecting, considering what really matters and what I'm good at. I know I can communicate. I know I can write. I care about helping others. So, I'm on track to become a school teacher.

But while I substitute teach, and other odd jobs to pay the bills, I also find that in the midst of the struggle and frustrations that I've become less self-absorbed (at least I hope so!), less greedy and more compassionate. And I'm trying hard to follow my bliss.

So - whatever your business or occupation, consider how the economic downturn, painful as it may be, can "right size" us and get us focused on doing for others...and doing for yourself what you were born to do.

Happy End Year

Tom Gilbert — Thu, 31 Dec 2009 19:36:00 GMT

So it is the last day of 2009. It's been an interesting ride. Maybe you struggled with the economy - I sure did. But life rolls on and the important thing is what you are doing with your life, your business, your endeavors...your mission.

Typically at the end of each year I spend some time journaling and looking back over past journal and blog posts. I believe in making some plans and goals, but as far as New Year's resolutions I find it works best for me to have value mission statements and to try to do a little each day of life. Sure, I might work on a particular area at certain times of the year. But overall life is about quality.

Marketing is still about creating interest, desire and trust with those you transact with. It's relational. Be honest, be clear, have something people want and care about. Show the need. Use humor. Over-deliver. Do good for others.

Happy End Year!

Market Your Corporate or Business Story

Tom Gilbert — Sun, 06 Dec 2009 17:57:00 GMT

Have you considered the power of communicating your corporate story? I'm speaking of the story of your business - how it came about, the history and the values. It is the biography of your business and this can be a great way for others to find out more about the reason for your business and what you stand for.

It is a marketing approach that can be very persuasive to clients and potential clients.

You can do this with a book. I do this kind of writing for others through my Your Life Is Your Story services. Prices vary depending on the scope of your story and the finished product, but the investment is worth it.

You also might try a video approach. Several fine services exist, but I would encourage you to investigate Legacy Multimedia in Houston. Stefani Twyford and company are award winners who take great care to create a quality video story you will treasure and utilize over and over again. More here.

Monday, Cyber Monday

Tom Gilbert — Sun, 29 Nov 2009 18:48:00 GMT

"Bah, bah....Monday, Monday - so good to me" - the Mamas & the Papas had a big hit in the 1960's with "Monday, Monday". Online retailers hope to have a big hit with Cyber Monday - November 30.

Black Friday has come and gone and the stores did their usual discounting and early opening to woo shoppers in the day after Thanksgiving. Reports so far are that it was a bit softer than hoped for. I don't think we should be surprised given the shape of the economy.

However, online sales should continue to grow. I remember 10-12 years ago when we were touting the growth and potential of online retailing that it was hoped eventually transacting online would be commonplace. Today it certainly is.

Cyber Monday is the Black Friday equivalent of online selling. There are lots of deals and the major e-tailers are heavily promoting it. Check out some of the deals from Amazon.com

If you are conducting a Cyber Monday promotion be sure to do more than just deep discounts. This is an opportunity to establish more relationships with customers and clients. Show them you care more about them than just a one day shopping blitz.

Have You Tried Cause Marketing?

Tom Gilbert — Wed, 14 Oct 2009 17:27:00 GMT

You are surely aware of how many companies utilize cause marketing as part of their overall marketing plan.

The reasons to do it should include:

1 - That you actually care about the cause
2 - The cause is a real and worthwhile one (watch out for scams)
3 - That you understand what you are trying to achieve.

Let's look at that third one. What are your expectations if you join with a specific cause and market it? Is it an event that you will have visibility at, such as a run or cycling event? Are you part of a mailer and thus getting targeted brand exposure? Maybe you are putting th cause on your website to generate goodwill and also because of point #1.

A place to perhaps investigate more is Bidding For Good. They represent various charity auctions and it is powered by cMarket. The month of October they are focusing on supporting breast cancer research.

For the past five months I've been vigorously training for a half marathon with Team in Training. They are a charity endurance training organization that supports the Leukemia & Lymphoma Society. A great organization and I've been involved with them before (running another half marathon and also a full - yes, all 26.2 miles). I believe in the cause and have personal experience with family members and friends who've lost the battle with Leukemia. My run is this Sunday (October 18) in Albuquerque and I'm very grateful for those who've supported me in my fundraising. I've been able to raise almost $2,000 (you can still give if you are so moved).

Think about adding a cause marketing aspect to your marketing approach. It is good for you and for others and it can also show your customers that you care about more than just your "bottom line".

The Spiritual Side of Business

Tom Gilbert — Sun, 04 Oct 2009 18:20:00 GMT

We all ultimately want to have some success in life. Since so much of our time and energy are focused on earning a living that means we want some business success. But at what price?

Yes, we need to work hard. Be smart. Innovative. Give great customer service. Hopefully whatever work you do provides a needed service and is ethical. I'm not here to judge...I'm just stating what I think is important.

Nevertheless, the lessons of the past few years and our current state of the economy should, nay must, make us look at how we conduct ourselves in relation to commerce, finance and interaction with each other.

To be successful we need loyal customers who want what you have. So, have a good product or service. Find the need. Market effectively. And do good to others. The Golden Rule is still a proper way to live. Real customer service means doing for others.

I was inspired (as I usually am) by the latest Kenny Moore article.

Everything I Know about Business I Learned in the Monastery

"Kenny the Monk" was once a monastic priest. For 20 years after that "life" he's worked in the corporate world. This guy has some great insight that you should consider.

Internet Marketing Is More Than One Thing

Tom Gilbert — Mon, 10 Aug 2009 20:42:00 GMT

Implementing a successful Internet Marketing plan can be complex. There's no secret formula or magic bullet.

But there are certain things that go into your plan that can improve your chances.

Know your goals. What are you trying to accomplish? Higher search engine placement? Social media presence? Generating leads? Or dispensing advice? You can easily add more.

I find it is an ongoing learning process and once you begin you have to maintain your process. That means blogging and social media entries. New articles. Email communication. Fine tuning your services and products. There are valid points made here by Phyllis Zimbler Miller, Internet Business Examiner for examiner.com.

If you don't have the desire to figure out a lot of the technical aspects, but you are willing to do some work and build the long tail you should find resources that do a lot of the "heavy lifting" for you.

SBI (Site Build It!) continues to impress me as a proper set of tools. For the money you can't beat it. Even if you don't do a lot of work over time you will get results. And the more you use it the better your site traffic and results. They keep improving it (new brainstorming application for key words is the latest big upgrade).

Have you taken a tour? A few minutes will give you a valuable overview.

It's Easy to Socialize with SBI

Tom Gilbert — Wed, 24 Jun 2009 02:37:00 GMT

Site Build It! is really great for those who don't want to have to figure out all the technical backend stuff of web sites while still taking advantage of new trends and tools. The Socialize It! module makes it easy to add social networking buttons to your site.

It should be obvious to just about anyone that social media has truly come of age. The current protests in Iran over their election results and how Twitter, Facebook, YouTube and other social sites have made it possible for the world to see what is happening in real time demonstrates this power. This has been widely reported in various media channels.

Site Build It! remains one of the best values of any type of web-building tools/services. $299 is a steal when you see all that you get for that, and you truly appreciate it once you build a site using their action guide strategies and watch your traffic grow and your site rank high on search engines. The key is that regardless of all the continually evolving widgets and tools the secret to traffic is great content. Using SBI you learn how to create it. Even is you aren't a great writer you can figure out the kind of content you need for your site and then hire a writer. Plus, the SBI community of users provides a wide fellowship of help through the SBI Forum, newsletters, videos and other means of sharing.

It is amazing how often Sitesell (the parent company of SBI) holds specials. There is a summer special currently under way - do check it out.

Your Story is a Powerful Marketing Tool

Tom Gilbert — Mon, 08 Jun 2009 20:46:00 GMT

It is my belief that everyone has a story. Stories are powerful; we find out about each other and about our world through the telling of stories. Perhaps you've never considered the use of your story for marketing purposes, but it can be invaluable.

When you consider your marketing tools you should definitely include have a story about your services or business. Your story can be how you developed your product, service, organization or company. Tell of the trials and challenges along with the successes.

All good stories have a beginning, middle and end - so think that way when you write your story for your web site. And include some conflict and a resolution if at all possible.

Surely much of the success of blogging and social media is because people can share stories, or alert others to interesting stories. Marketing is more than technique - it is heart. And the heart of your story can be persuasive communication.

A recent newsletter, the Working Solo Minute, emphasized the power of story. In fact, Terry Lonier, founder of WorkingSolo.com, calls it The Most Powerful, No-Cost Tool for Connecting with Customers. She suggests three key points to using this marketing tool: find your story; develop your story; share your story.

It's best if your story rings with authenticity. That comes from you. But if you aren't confident in your writing ability then find a writer who will craft your story for you. Make sure they collaborate with you to get all the pertinent and accurate information. You should also spend time talking with them so they can capture your "voice" - your communication style.

Use the power of your story. It is a way to differentiate yourself from your competitors and it is a valuable part of your persuasive communication.

As a writer of life stories as well as marketing materials I regularly with work with clients to craft their marketing message and story for online use. You can contact me to discuss how I can help you share your story.

Is Your Site Found by The Media?

Tom Gilbert — Fri, 22 May 2009 19:54:00 GMT

You invest all the time and effort into a web site with quality content, you keep it fresh and you make sure you have the right keywords. Ok. fine and dandy.

But nothing quite as nice as someone from the media finding your site and writing about it. Journalists are always looking for good stories. The most successful on the web have maximized their niche and are doing something noteworthy - even newsworthy!

More Site Build It! (SBI) sites are getting found by the media - including big media like USA Today, Oprah, the New York Times, MSN and the BBC. See for yourself at the brand new "Big Media" & SBIers page.

I've used SBI for years for my Your Life Is Your Story site (life story capture services) since 2003 and with good results. I have been interviewed by the media about the importance of preserving personal history by local media and the Wall Street Journal. They all find me because I rank high at the search engines and I keep my content fresh. But SBI has been key. It continues to be worth way more than the cost.