Beyond The Buzz

We are cups, constantly and quietly being filled. The trick is, knowing how to tip ourselves over and let the beautiful stuff out.

– Ray Bradbury

Is your newsletter being read?

Published July 18th, 2017 in Our Blog | Comments Off on Is your newsletter being read?

nVgdelUDo you have a newsletter for your organization? Often, when I ask companies (or groups) about this, they don’t have one put together. They feel that it’s an outdated method or with an active social media platform, they don’t feel it’s necessary. However, having a good newsletter database helps your company on several levels. 

It allows you to get a better handle on who your audience is. When you have a newsletter sign up, you get to learn exactly who is interested in your products or your company. Depending on what information you ask for, you can learn a lot about the demographic. Location, age, even education level or social media can all be discovered if you handle it correctly. 

The difference between push/pull marketing. In push marketing, a company, group, or organization tosses their information out to an audience in a wide net (similar to fishing) and hopes they might be able to draw in people who are interested in their products. This can be an effective way to reach new people. However, when you have a newsletter sign up on your website, you don’t have to work so hard for it. These people are ASKING for your information. They want to hear more. They are your ideal audience. So instead of pushing, you’ve PULLED them in. A newsletter sign up is the ultimate in PULL marketing. 

A newsletter is your own platform. Though many people today have come to rely heavily (sometimes completely) on social media as their marketing strategy, they need to remember that Facebook, Twitter, Instagram, and Snapchats are all owned and managed by someone else. That means that if you are solely relying on them to get the word out about your company or product, you have to hope THEY are going to allow you to talk about it. It’s their stage. They can, at any time, get rid of your update, picture or even presence on their site. That means THEY are in control of your message. Not you.  A newsletter allows you to talk about whatever you want to or need to without having to worry about someone else’s rules or even political beliefs. 

If your company has a newsletter but hasn’t sent one out in a while, consider breathing new life into it. You can send coupons, updates and even run contests or promotions through your newsletter.  And if you don’t have one, now is a great time to get one started! 

Contact us today if you have any questions about anything in this article or about your own marketing plan. 

The Dangers of Comparison Marketing

Published September 5th, 2013 in Marketing, Our Blog | Comments Off on The Dangers of Comparison Marketing

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Are you concentrating on your own goals or working on someone else’s? 

One of the most common issues that I encounter when consulting in business or mentoring on a personal basis is comparison. It also happens to be one of the most detrimental things we can deal with in our lives. The internet has created a ripe field for comparing our lives and businesses with others and when that happens, we always come out lacking. Most of the time, it’s apples and oranges. Even in business.

I encourage people to keep an eye on what competitors are doing and to even check out other websites and blogs that they enjoy in order to research. Not replicate.

Each business should have their own identity and so should their social media or marketing plan. Visiting other websites and even physical locations will keep you in the loop on the latest trends and happenings in your industry. The minute you begin to concentrate your time, effort, and resources on what they’re doing and try to replicate it, you’re fighting a losing battle. Before you can look elsewhere for ideas, you need to make sure you’re solid in your own business message.

The healthy steps in using research to create a marketing plan begin within your business.

Look at your company and ask these questions:

  • What is your overall mission?
  • What message do you want people to have about your business?
  • Who is your audience?
  • What do they need?

Once you have this established and understood about your business, you can create a tagline or mission statement that will help you stay on track for your company’s goals. Then you can research other businesses, take notes on what you like, and apply it to these statements for your own business.

Lori Twichell is the owner of Beyond the Buzz Marketing, Radiant Lit, Fiction Addict, and a contributor to Christian Work at Home Ministries.

Don’t make resolutions. Set goals!

Published January 6th, 2009 in Marketing, Our Blog | Comments Off on Don’t make resolutions. Set goals!

As happens every year, people around the world are making (and unfortunately already) breaking their resolutions for 2009. Most of the time, we find that as we do this, we’re hard pressed to keep up with drastic lifestyle changes or new fresh decisions on how to manage our businesses. Marketing is no exception.

In addition to viewing the new year as a fresh clean slate, it’s important to look back at the previous year and examine what worked and what didn’t. This enables you to set reasonable goals and expectations based on what we learned in 2008.

In the next few weeks I’ll be addressing some trends and ideas in marketing that you may want to keep in mind as you put together marketing plans for your business.

Marketing is not always, and should not be expected to be, ‘instant’. Does anyone remember that commercial a few years ago where the small company made their website live and instantly started receiving hits? Then quickly, they realized they were in over their heads and everything turned from ‘fun’ to scary? I have clients mention that commercial to me several times a year, all of them saying that they’re afraid to have that happen. They don’t want to end up over their heads. So they don’t proceed with marketing plans, afraid to step out. On the flip side of that, I’ve also had clients who have dropped my services after just a week or two because they didn’t receive the instant gratification. They were expecting results similar to those of the commercial.

Both of these approaches to marketing will backfire for you and your company and do you more harm than good. For those who are afraid to venture forth because they don’t want to be overwhelmed, a good solid marketing company will take into account your budget, what you can and can’t offer to clients and work within those parameters to ensure you have the best marketing plan to suit your needs. They will partner with you to manage expectations, and help assist you in both defining your marketing plan and dealing with business growth based from that plan. They will be your support team so you won’t be alone in what can sometimes be a frightening and nerve wracking venture. And remember, no marketing company should ever push your company beyond its limitations financially. With the abundance of marketing possibilities in today’s environment, everyone, no matter how large or small their budget may be, has some marketing potential that they can leverage.

At the same time, if you’re looking for instant gratification, you’ll be disappointed. No matter how large, prestigious or promising the marketing company sounds, no one is going to be able to offer you the ‘instant’ of the aforementioned commercial without a huge financial layout. Social networking, blogging, and other ‘instant’ forms of communication are invaluable tools, but they never promise ‘instant’ results. Hiring a company to do marketing for you and then letting them go because you haven’t seen enough ‘solid’ results in the first week or two is a huge mistake. First, you could end up bouncing from company to company to company and never really gaining anything of value. It takes time to build a relationship, settle into the core audience, and find what works. Second, you could be inappropriately assigning success to the wrong things. If you hire a company that puts a marketing plan into place, then move to another plan in just a few weeks, the success you’re seeing may be a false success. You could be seeing results from the first company’s work and incorrectly assume that it’s coming from the second company’s plan. This can set you and your business on a course that will take you away from the success you’re seeking.

As you look to establish new goals for 2009, remember to manage your expectations and keep your goals attainable. Doing this will help you keep a better perspective on how to grow your business and keep moving toward the success you envision!