Keys to Effective Self Promotions

As mentioned in a previous post, a few weeks ago I participated in International Freelancers Day, an online conference exclusively for solo professionals. Here is another recap of some of the insightful information I gained during the webinars.

Next up, is a recap of James Clear's session "The 10 Keys to Effective (and Ethical) Self-Promotion for Freelancers" (but, I'm just going to highlight a few of the primary concepts). James focused on some of the fundamentals for self promotion—not the tactics, but more about the strategies. Here's a list of some important things to consider when considering your next self promotion campaign:

1. Value First. This is a very key point to make. Be sure you provide value to your target audience before you promote your work to them…otherwise, it's kind of pointless, huh? Don't wait until money exchanges hands before giving something of value. This way you'll create fans and then you'll have a much easier time selling your services. Examples are: samples of product, blog posts or white papers of information, coupons, etc.—be sure it is something relative to your field that is  thoughtful and/or useful.  "Giving is better than receiving because giving starts the receiving process".

2. Build Relationships. Effective self promotion never starts with the pitch, it starts with the relationship. Build relationships with the right people that can help accelerate your growth. Everyone is valuable, but try to find relevant people to you and your business. So, get out there and network! But, remember, it is about making relationships, not just making the sale. Be sure to be genuine and just get to know someone, don't bombard them with sales tactics…nobody likes a pushy salesman (or woman)!

3. Research. A more, specific, targeted audience is usually more effective than a blanket pitch the everyone. Research your target markets, and cater or tweak your promotions to them. Research gives you the content to make connections, and also will allow your promotions to create a maximum effect in a minimal amount of time.

After you've worked on the above three tasks, be sure to make your self promotions simple, yet powerful—and, focus on being consistent! And remember, this is a cyclical process that you will have to do over and over again throughout the course of your business, it's not a one time thing and you're done. In order to grow your business, you need to grow with your business!

Do you have any advice on good self promotion? I'd love to hear it!

Madame President

I think I've mentioned a few times in previous posts about my active involvement in our local American Advertising Federation chapter, AAF-Greater Frederick. Last year I served as the vice president, and this year I am happy to announce that I will be serving as board president! I am thrilled to be a part of this organization, and have a wonderful group of volunteer directors who will be helping me out!

So what exactly is the AAF-GF? Glad you asked:
The AAF – Greater Frederick is the regional professional organization for individuals who work in advertising, marketing and related fields within central and Western Maryland. Established in 1989, AAF – Greater Frederick is one of 210 local chapters of the American Advertising Federation (AAF), the national organization that acts as the “Unifying Voice for Advertising.” The AAF is divided into 15 districts and our local club is part of District 2, which includes New York, Pennsylvania, New Jersey, Maryland, Delaware, and the District of Columbia.

The AAF promotes and protects the ethics and principles of good advertising, advocating the rights of advertisers as well as educating policymakers, the news media and the general public on the value of advertising and its importance to our economy.

At the local level, we offer a variety of programs, including meetings featuring industry-related speakers, professional development workshops, educational seminars, scholarships, public service initiatives, social events and award competitions recognizing excellence in advertising.

If you are in the advertising, marketing, graphic design, web design, or other creative industries in the western Maryland region, please be sure to check out the AAF-GF and join us at one of our upcoming events this Fall!

Girl Power: Online Resources for Women Business Owners

There are exciting things happening inside the world of women entrepreneurs—women are not only starting businesses, they are staying in business! Women are opening businesses at twice the rate of men, and, according to the Center for Women's Business Research, three quarters of all firms are either half-owned or majority-owned by women.

Personally, I love networking with other women business owners—there seems to be an instant camaraderie, and a willing desire to support and share with each other. But, as we are all extremely busy balancing work and home, sometimes it's hard to meet and network face-to-face. So, I've put together a small list of online networking tools for women entrepreneurs.

1. Savor the Success: Savor the Success is a PR Co-Op and a niche social media network for women entrepreneurs both online and offline. I've been a member of Savor the Success for the past two years and have truly enjoyed all the suggestions, feedback and support from fellow members.

2. Ladies Who Launch: The nationally acclaimed Ladies Who Launch program has enabled thousands of women across the country to break out of 9-5 and thrive in entrepreneurial enterprises that reflect their true passions, skills, and desires.

3. The Heartlink Network: Heartlink is built on a unique business networking model that provides safe, intimate, non-threatening, women-only business networking opportunities for professional women, and is dedicated to showcasing, advertising, enriching and empowering professional women in business.

4.  eWomen Network: eWomen is a great resource for connecting and promoting women and their businesses worldwide. It's a membership-based professional women's networking organization, committed to helping women and their businesses achieve, succeed and thrive in the new economy.

5. Women Owned: WomanOwned.com was founded by one new business owner, who shared her journey through business start up, incorporation, accessing funds, and hiring professionals so that other woman entrepreneurs could benefit.

6. InterviewHer: InterviewHer.com focuses on interviewing women-business owners in a wide variety of industries, from artist studios, food adventures, breathtaking boutiques or even a great little hole in the wall that they’ve discovered and had to share.
 
Hopefully one, or several, of these online resources may help you network with other women busines owners. If you join one, or are already and existing member, I'd love to hear your feedback. Or, have another online networking resource? Please leave it in a post below!


PS – No Boys Allowed! : )

Start NOW: Your 2011 Marketing Plan! (Part 3 of 3)

So, last week I shared some key points I learned from a webinar hosted by Ilese Benum, co-founder of Marketing Mentor, entitled "Start NOW: Your 2011 Marketing Plan!" First, we focused on key factors that should be determined prior to developing a marketing plan. Next, we discussed marketing tools and tactics to consider as part of your overall plan. Now, let's move on to how we'll carry-out our marketing plan—we'll break it into daily, weekly and monthly tasks.

Daily Tasks:
1. Prospecting Hour: Set aside an hour each day to reach out to a few of your prospects.
2. Social Networking Break: Set aside time to network via your social media channels, 30-60 minutes per day is suggested by Ilese Benum.
3. Research: Spend a little time each day researching potential prospects.


Weekly Tasks:
Weekly tasks are divided into two groups—beginner and advanced. See the handy-dandy chart I made for you below…

1. Marketing Monday: OK, this could be any day, really, but "Marketing Monday" has such a nice ring to it. Basically, set aside a day each week to work on your own marketing efforts.
2. Networking Event: Try to attend one in-person networking event each week.
3. Follow Up: Follow up with any outstanding proposals or projects.
4. Online Discussion: This is a great opportunity to write your own blog posts, comment on other posts, or join a group forum.
5. Thought Leadership Efforts: Work on ideas for articles, speaking engagements, white papers, etc.


Monthly (or Quarterly) Tasks:
Finally, we come to your monthly (or quarterly) tasks. Again, these tasks are broken down into a Beginner and an Advanced section. You determine where you should fall. Another handy-dandy chart to the rescue…

1. E-Newsletter: Some may opt to send a monthly newsletter, while others prefer quarterly. Pick a time frame that works best for you and stick to it. (Ummm, I'd better take my own advice here, my enewsletter is WAY overdue!)
2. Web Updates: Make sure to update your website on a monthly basis so your information is current and up-to-date. This is also a great opportunity to check your web stats through programs like Google Analytics
3. Direct Mail: If your business permits, send out a direct mail campaign on a monthly or quarterly basis. This could involve a special coupon or promotion, or just a basic self promo piece.
4. Case Study: Chose a specific topic to write a case study about. For instance, in my profession, a case study may entail a detailed description of a client's overall branding and identity system. What would a case study mean for your business?

There you have it! These past three posts should give you most of the insight, tools, and tasks you need to write (and stick with) a successful marketing plan for 2011. Remember as a business owner, NOW is the time to start focusing on next year! Good luck and please let me know how you do!

Networking Know-Hows

When I started Kalico Design, I was terrified of networking! I knew it was a very important way to market Kalico and get my name out, but I had to force myself to 1) Go to a Networking event in the first place, 2) Actually talk to people and 3) Feel comfortable and productive doing it.

But, as I continued to attend events, I realized Networking is mostly about building working relationships and learning how I can help others. (Which, in turn, usually means that someone will also be trying to learn how they can help me...ahhh the universe is in balance!) Approaching networking events with this mentality doesn't seem scary at all, it just seems like a great way to meet, get to know, and possibly work with other like-minded business people! (OK, so maybe it's still intimidating sometimes, but I no longer have to drag myself kicking and screaming to events any longer!)

Here are some interesting facts and valuable tips that may help you at your next networking event:

1. Traits of a Good Networker:
According to Ivan Misner's Referral Institute study, the top five traits of a good networker are:

1. Enjoys Helping Others
2. Is Trustworthy
3. Is a Hard Worker
4. Follows Up
5. Is a Good Listener


2. Important Things to Ask Yourself:
Figuring out which types of networking events will be the most productive for you and your business may take some trial and error. Here are three questions that may help you decide:

Who Are My Best Prospects? Decide if you are targeting businesses or consumers. Think about factors such as industry type, business size, and location.

Where Are My Best Prospects? Different events bring on different types of people/businesses. For instance, if you are targeting small business, you may want to try Chamber of Commerce events or local business associations. Whereas, if you prefer to target representatives from large corporations, your better bet may be through service clubs, nonprofit groups, or volunteer work.

Who Do I Really Want To Meet? Be specific when asking for a contact or connection. Ask with an open-ended question to generate a better response. For instance, if I ask: "Do you know anyone who needs a logo". The answer will most like be "no", end of conversation. But, if I ask "Who do you know who just started a small business and is looking to distinguish themselves from their competition with an eye-catching visual identity?", I've not only made my request very specific, but I've also potentially opened up the conversation for further discussion.

Do you have other suggestions on how to be a good networker? We'd love to hear them!

New Years Resolutions!

Happy New Year to everyone! I hope you had a great holiday season! I am very grateful to have been able to take off last week for a little rest, relaxation and refreshing! But, my time off wasn't all tv watching and lounging—I did manage to revamp and update the Kalico website. It now features new works and a more user-friendly portfolio section, as well as highlights some of my social media efforts (such as this blog!) Be sure to check it out!

During my time off, I also created a set of 2010 business and professional resolutions for Kalico Design. I am curious if anyone else did the same—I'd love to hear some of them!

My goals are listed below. I am hoping that over the course of the year, I can use this blog (and your support!) to help me update the status of some of these resolutions, as well as catalog any successes and/or obstacles I may approach along the way.

Kalico Resolutions:

1. Purchase new computer system (Check! My new IMAC just arrived today!)
2. Update Software System (Adobe CS4 & Microsoft Office already ordered!)
3. Research, Explore and Create Twitter account (any advice on this is greatly appreciated)
4. Create Self Promotion campaign (mail 4x throughout year)
5. Send out quarterly newsletter and stay on schedule
6. Participate as exhibitor in 1 tradeshow
7. Hire summer intern (yikes!)
8. Increase Blog traffic by 20% (help me, help me, help me!)
9. Create monthly marketing calendar and stick to it (this is the hardest part!)
10. Set aside at least 2-3 hours per week to focus on Kalico business needs, organization and growth
11. Join another networking group, while continuing existing networking efforts
12. Acquire at least 3-4 new clients in the health/wellness, organic or women-oriented industries

Sheesh! When they're listed like that, it seems like a lot! But, I am committed to putting forth my best efforts to complete these goals, which will improve my business, and, ultimately, improve business for my clients! I am excited for the new year! What are some of your business/professional goals for 2010?

Savoring Success!

I recently stumbled across a great social networking site, specifically for women business entrepreneurs—Savor the Success! While I haven't had time to fully explore everything that is offered by this networking site, so far I've read some helpful newsletter articles, connected with a few other women business owners in my region and beyond, and have recently signed up to be an advertiser in their upcoming Holiday catalog (more info to come soon). I strongly urge any female business owner to check out this great resource. It is free to become a basic member, but you can always upgrade to become a premium member in order to get even more great educational and PR opportunities. Be sure to check out my profile page!

Kalico Sponsors MicroBusiness Roundtable

Kalico is proud to be a co-sponsor of the Greater Frederick Advertising Federation's first roundtable series dedicated to freelancers and solopreneurs.

The Greater Frederick Advertising Federation’s Breakfast Sessions at The Coffee Table are an outstanding way for micro-business owners and freelancers to connect with each other to gain insight on the latest trends and innovations, while collectively solving problems associated with running the smallest of small businesses.

Each session will cover a topic of interests to individuals who wear many, if not all, hats when it comes to running their business. Finance, networking, sales, and home-based issues are the just the start as the conversations will generate ideas and resources to ultimately help your business thrive.

Our first session will be held on Wednesday, September 2 from 8-9am at The Coffee Table in Frederick, MD. Here is more detailed info:

Support Networks
A Chinese proverb states, “one generation plants a tree, another gets the shade.” Who or what is planting the trees for you? As individuals running small businesses, we rely on the help of others for guidance, financial support, and an array of other needs that are sometimes difficult to take on ourselves. What people or products are in your support network? This session will focus on topics to help strengthen our networks in order to meet the needs of our growing businesses.

For additional information, please email me or visit www.greaterfrederickadfed.org.

"Business Networking That Doesn't Suck"

I just wanted to drop a quick note about a social networking site I've been a member of for the past year. Biznik has been a great way to network with others in the business community, as well as a good resource for a wide range of articles on all kinds of business topics. While I am a member of other social networking sites, like facebook and linkedin, I have found Biznik has been the best resource for business networking. I highly recommend checking it out, especially if you are a business owner or manager. Here's a little more information, directly from Biznik:

About Biznik
Biznik is based on a simple idea: connecting small businesses to each other for mutual business benefit.Biznik combines powerful social networking technology with face-to-face meetings and education, in a community that serves the unique needs of entrepreneurs and personal businesses. Biznik is a free service with opportunities for members to pay for enhanced features and more visibility. Membership levels include Supporting, Active and Basic. Biznik offers a variety of services for each member at each membership level, with new programs and resources being added regularly.

Check it out: www.biznik.com! Let me know what you think. And be sure to visit my profile!