Category Archives: Marketing

Branding, networking & promoting your business

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The SEO Algorithm Rhythm

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Maybe you’ve heard about the Google page rank scandal that venerable retailer J.C. Penney perpetrated over the past Christmas season?  The company hired search engine optimization experts to put Penney’s first in nearly all Google searches in the apparel and retail categories,  for everything from athletic wear to little black dresses.

The SEO company certainly earned its consulting fee,  because Penney’s had excellent online sales over the Christmas 2010 season as compared to competitors and its own 4Q 2009 online sales.

The fly in the ointment was that the SEO company allegedly used what are called  “black hat”  techniques that unfairly manipulated the algorithm that Google uses to determine the page rank that businesses in a given search category will receive.  The algorithm is quite mysterious,  has been reported to contain 200+ factors and is said to change frequently.

What is known about the algorithm is that Google counts the number of web pages that link to a particular site.  Links to a website are treated like votes.  The links reflect what the online community at large views as the most relevant websites associated with a search category.  Penney’s SEO consultants managed to create 2000+ links to dubious sites and that allowed the retailer to be the king of all searches in numerous apparel and retail categories.

The function of SEO is to massage Google’s algorithm so that a business will land on page one of a search and as close to the top as possible.  The quest to obtain a number one,  or at least a top ten (10 listings = 1 page),  page rank placement is very intense.

Businesses that reach number one page rank are positioned to rake in the most dollars.  For internet retail searches,  several studies have shown that one-third of searchers click only on the first business listed.  Another third will also click on the second through fifth listings.  If a business does not appear on the first page,  it is literally out of the picture and may as well not be listed at all.

Hence,  a plethora of SEO experts have come to the rescue,  to scoop billable hours from nervous business owners who are scrambling to remain competitive in a troubled economy.  Bringing prospects to your website is the name of the game and with some luck,  a few of them will become your clients.  But should you pay someone to do this for your website?  Maybe,  maybe not.

To sort this out,  think about how those in your industry usually get clients.  Is it standard for prospects to conduct searches,  peruse the websites of those with whom they are not familiar and make inquiries that sometimes create the trust level that leads to a sale?  Or do clients usually come in as the result of face to face meetings and recommendations?  Or all of the above?

Of course,  whether or not online business is significant,  a strong page rank can only make your business look more substantial,  no matter how clients find you.  Even those who come in through referrals may do a search to find out how you rank,  just for the heck of it.

But the question remains about paying someone to put your business on page one.  If you’re holding a few extra dollars,  then why not,  I suppose ?  However,  hiring an SEO expert does not necessarily mean that your page rank objective will be achieved.  There is no shortage of SEO practitioners,  but there is a significant body of anecdotal evidence that suggests the outcome of their work can be underwhelming.  Caveat emptor.

My big question is,  if it is true that Google changes the algorithm frequently,  then what is the shelf-life of prime SEO placement for the average Freelancer,  whose budget for the project is likely to be less than $1000.00?  How long will that keep me on page one? Also,  can I do my own SEO work by using key words and phrases that will capture the attention of Google?  More on this topic next week.

N.B.–Because the February – March session sold out,  I have been invited to reprise  “Become Your own Boss: Effective Business Plan Writing”  at Boston Center for Adult Education 122 Arlington Street in Boston on three successive Mondays,  May 9, 16 & 23 from 5:30 PM – 7:30 PM.  For more information or to register please visit http://bcae.org or call 617.267.4430.

Thanks for reading,

Kim

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Press Release Primer

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What you need is a media event.   Along with positive word of mouth generated by satisfied customers,  there’s nothing that will enhance your business cred like a nice mention in print,  online,  social,  radio or television media.  Even if your phone doesn’t ring immediately,  you are guaranteed to take that good publicity straight to the bank.

You must get the ball rolling.   Keep your eyes and ears open for a newsworthy event to which you can attach yourself.   School boy or girl sports events,   health fairs,   neighborhood clean-up and flower planting initiatives or art fairs  are potential publicity opportunities.  

Or brainstorm a way that you can turn a spotlight onto something interesting that you will do.  Maybe you can nominate yourself for a professional or volunteer service award and figure out a way to win?  You must get creative and get involved.

You will send a press release.   A press release is a standard way of communicating with journalists.  Providing content is the most important function of the press release,  in addition to grabbing attention.  If written well,  your press release will pique the interest of the target journalists at your chosen media outlets.  Your press release will convey the essentials of your story.  It will make things easy for the journalist and increase the chance that you will receive coverage. 

You must identify the appropriate media outlets.   Get familiar with local business oriented radio and television programs,  bloggers and community and business newspapers and magazines.  Watch the programs,  listen to broadcasts,  follow the blogs and read the magazines and newspapers.  Learn which journalists cover stories like yours.  Take notes on stories they’ve written or reported on.  Obtain their email and phone contacts from the media outlet website,  or call and ask the receptionist.  Make special note of issue deadlines.

Send press releases 4-5 weeks in advance of your event.   Give target journalists adequate time to evaluate and plan to cover your story. 

Send the press release in the body of the email.   If there will be a good photo opportunity at the event,  inform  the journalist.  If you have an event press kit photo, attach to the email.  In your introduction,  mention that you’ve listened to or read certain of his/her stories and that you wonder if there could be some interest in yours.

You must follow up with a phone call.   Ask the receptionist for the best call times,  or ask the journalist in your voicemail.  Confirm that the press release was received.  Ask if your story merits coverage.  Ask if additional information would be helpful.

  • Your email subject line should read FOR IMMEDIATE RELEASE,  so the journalist will know that a press release has arrived.
  • In the upper left corner,  the press release sender gives contact info: name,  title,  company name and address,  email,  telephone and fax.  If you are alerting journalists to a particular event,  provide the organization name,  address,  website and other contact info in the upper right corner.
  • In BOLD CAPS,  state your press release headline.  Make it straight to the point,  a title for your story.  Above that give the press release date,  also in bold.
  • Below the title,  you may also provide a 3-4 sentence summary overview of the press release subject.
  • Next,  provide the body of the press release.  Write in the third person and include the relevant who,  what,  when,  where and why of your story or event.  Give an unbiased and factual account that communicates why the journalist and his/her audience will find your story newsworthy.
  • If your press release is longer than one page,  you may choose to include bullet points to detail key story elements.
  • Conclude with 2-3 sentences about your company,  your product/service and website link.  Also include links to any related or relevant articles in which you have been mentioned or profiled,  as well as applicable video links.

Persuading the media to publicize you,  your work or your community involvement is always much more compelling to current and prospective clients than any advertising you could ever buy.  Third party endorsement is always perceived as more credible.

If packaged correctly,  what you do in your professional and/or personal life could be considered newsworthy by any number of local (or national) media outlets.  Put on your thinking cap and identify how you can contribute a story that will pay dividends for your professional reputation. 

Thanks for reading,

Kim

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Diversify Under Your Brand Umbrella

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“Show me a company with more than 10 % of its business with one customer or more than half of its business in one industry and I’ll show you a company at risk of being (adversely) impacted by one company or one industry.”

Paul Weber,  CEO Advertising Group    Kansas City, MO

In the Freelancer’s favorite dream,  we somehow manage to sign a nice group of steady clients who all offer multi-week projects that carry us smoothly through the year.  We smile as we sign our contracts and deposit our checks…

In the rude awakening that is the  “new normal”  economy,  however,  the realization of our dream is slipping further from our grasp.  Client behavior is more fickle than ever and outrageous fortune can oh,  so easily snatch a good account away from us,  no matter how well we work with the prime contact or how long the association.

A departmental  shake-up can cause  someone new to enter the Garden of Eden,  who will cast us out and bring in their own hand-picked specialist.  Other times,  industry changes,  shifting organizational priorities or even a technology upgrade can render our services obsolete. 

Knowing our primary customer groups and industries where our services are most welcome is essential branding knowledge for every Freelancer.  Nevertheless,  underneath the umbrella of your brand,  it is wise to keep eyes,  ears and mind open for new sectors of enterprise.  Where else might you find an open door?

I liken it to cross-training in fitness:  participating in different activities expands our competencies,  guards against boredom and makes us less vulnerable to injury.  Cross-training makes us  stronger,  more versatile and ultimately,  healthier.  Under the umbrella of fitness,  it is possible to run,  swim,  bike,  row,  ride the elliptical,  weight train,  core train and practice yoga.  It is wise to apply that principle to your body and your business.

Here are five activities that will help you to apply the cross-training principle to your business and help you to diversify your client base:

1.   Cold call  by reaching out to clients you haven’t worked with in a while or re-approaching prospects who liked your services but weren’t ready to take you on at the time.

2.   Energize your PR  by sending out press releases that announce your speaking or teaching engagements to media followed by clients that you want to reach.   Get involved with an event sponsored by a local business or business association and send press releases to your targeted media outlets.  Remember to make follow-up phone calls and create an opportunity to develop relationships with the media along with the participating business owners.

3.   Network face to face  and meet people.  Approach new contacts with the mindset of helping them to achieve their objectives by making introductions and sharing information.  Your generosity can pay off in referrals,  no doubt to new clients and possibly new industries.

4.   Collaborate  with complementary businesses to broaden or deepen your professional reach and get introduced to new clients or industries.

5.   Volunteer  for a cause that resonates with you or join the local Rotary Club.  Your network of professional relationships will increase,  others will see your expertise in action as you apply your talents to various projects and referrals may eventually come your way,  giving you entrée to new clients and industries.

Thanks for reading,

Kim

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Green Sustainable Freelancing

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It is always necessary for us Freelancers to stay on top of trends and work to create conditions that generate billable hours.  If you haven’t done so already,  prepare to investigate how your skills can be advantageously applied to green economy and sustainability movements that are hatching in your locale.

President Obama has made the encouragement of green and sustainable business practices a priority of his administration.   Throughout the country there is much talk and some tangible actions that could possibly achieve his goal. 

The time is ripe to position yourself to grab some of the dollars that are being allocated to the cause by taking courses,  obtaining certifications and of course networking,  to let prospects know that when green and sustainability projects are in the budget,  you are the right person to call.

The first thing you’ll need is information.  Pay attention to green business and sustainability conferences in your area and search your local business press for relevant articles.   Get current with the names and goals of key players,  and think about how you can contribute.   Refine your elevator pitch to promote your new emphasis.

Visit the GreenBiz website http://greenbiz.com.  The site is an excellent resource for Freelancers who are trying to figure out ways to cash in on the green phenomenon.   GreenBiz.com features numerous useful articles that discuss subjects such as the role of  IT in helping businesses go green,  how to create a marketing strategy that incorporates green values into a brand and how to devise clever advertising strategies that communicate green benefits to a target audience.

Green For All  http://greenforall.org  is an Oakland, CA based not-for-profit organization that identifies green and sustainability themed jobs,  business and investment opportunities and works to build bridges within the various sectors of the green economy.   For specific info,  you’ll have to join their mailing list.

There is also a green business chamber of commerce,  EcoChamber http://ecochamber.com.  The Miami based group is the first and only chamber of commerce with the mission of promoting the green and sustainability movement.  EcoChamber is dedicated to helping businesses create and implement sustainable and environmentally friendly business practices while maintaining,  or improving,  profitability.  EcoChamber claims to be global,  but I could find no evidence of activity outside of Miami.  Perhaps as funding becomes available,  the group will expand its reach.

How you tap into the sustainability/green economy will,  obviously,  depend upon your specialty,  experience,  and relationships.  Here are a few sectors to explore:

Banking and finance

We all know that banks are not lending a lot of money these days,  but  they are favorably disposed toward financing green economy businesses.  Venture capitalists are likewise interested in entertaining a good pitch from an entrepreneur with a promising concept for a green business.  The NASDAQ stock exchange provided serious validation for the movement when it recently launched an index to track green economy businesses.  There are even a couple of hedge funds that focus on green and sustainable industries.

Energy efficiency / renewable energy

Major public investment and the growing availability of financing are driving the renewable energy and energy efficiency market.  Some of the money floating around is earmarked for training not only workers but also entrepreneurs.  Pay attention to local government info and nonprofit groups.  Maybe you can obtain a certification for free,  or at a reduced cost.

Health and wellness

Human Resource  specialists are convincing company directors that a healthy workforce is  more productive and easier on health insurance premiums.  Employee wellness programs are a growing phenomenon in businesses large and small.

Information technology

Reducing the carbon footprint of  IT and incorporating energy efficiency are on the to-do list of most companies.  That Chief  Information Officers and others in IT should partner with other departments across an organization as sustainability and green business best practices are being formulated is gaining traction.

Manufacturing

Former manufacturing centers across the country are  evaluating the possibility of using green businesses to ameliorate the  exploding unemployment that led to poverty,  decay, crime and eroding populations.   Detroit is taking the lead in the revitalization process.

Thanks for reading,

Kim

 

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Work Your Email List

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 I descend from a long line of New Englanders and we are known for our thrift.  When the collars of his dress shirts frayed with age,  my father (who was actually a New Yorker,  but knew how to squeeze a penny until Abe Lincoln yelped) would have the dry cleaner turn them.  Presto,  add a few more good years to a useful item.

Mom served any leftovers from the big Sunday dinner for Monday night’s supper.  If we didn’t finish them off at that sitting,  she was not ashamed to throw them at us again on Wednesday or Thursday.   Mom and Dad were born during the Depression and they did not believe in wasting valuable resources.  Use it up,  wear it out,  make it do.  As we slog through our recession,  I suggest that a revival of that credo is in order.  It is time to make the most of what you’ve got.

One valuable resource that we all have is our list of email addresses.  Consider putting them to work in an email marketing campaign that will enhance your other promotional activities.  The practice of email marketing continues to grow.   When executed properly,  it can be an effective way to communicate with your target audience.

The conversion rate will probably not exceed 2% ,  but that matches the results of  a typical direct mail campaign.  Moreover,  email marketing is both less expensive and much more environmentally friendly than direct mail.

An email marketing campaign provides yet another way to keep your name in front of  the right people,  serving as a reminder that you remain a viable player with valuable services to offer.  Email marketing keeps your brand visible and that is utmost for every Freelancer.

How to ensure a mailing list with money-making potential?  Use an opt-in approach,  to avoid annoying people.  You only want to contact those who want to hear from you.  Hire a web developer to add a sign-up function to your website home page.  When exchanging cards with new colleagues,  request permission to add them to your mailing list.

Add your LinkedIn connections,  clients and colleagues,  plus selected friends and family members.  Always include an unsubscribe feature in your communications,  so that those who choose to opt-out can easily do so.  Purchased email lists are not recommended,  since those people do not know you.  Organic growth of your list is best,  so take the time to cultivate it.

 As you build your list  (and before  you add a sign-up to your website),  think about what you should communicate and the best delivery system for your message.  Put yourself in the place of the recipient.  What timely and useful information will best serve their needs?  What  “call to action”  might pique their interest?

Engagement is king in email marketing.  Take the time to carefully consider what you would like to achieve and how to communicate your message most favorably.  Is  a monthly or quarterly newsletter something you have the time and talent to produce?  Perhaps handy factoids plus links to relevant articles,  doled out every six weeks,  will be a better fit for both you and your target audience?  Give it some thought.  Whatever you do,  just remember to always include a link to your website…

…because that is one way to measure the response to your campaign.   Google Analytics,  e.g.,  will report the stats on the campaign’s impact on visits to your website,  pages that get the most viewing,  etc.  Receiving an inquiry about your services from a prospect is another sure-enough good sign that you’re doing the right thing and signing a client is,  needless to say,  the ultimate validation of your genius!

You are perhaps now intrigued by the email marketing concept,  but wonder if you can handle it by yourself.  It is possible to outsource the project,  for a more or less reasonable fee.  I recently heard about a company called EyeMail http://eyemailinc.com  that’s gaining a good reputation for creating smart email marketing campaigns. 

If you’d like to create a real splash,  EyeMail will even add audio and video clips to what you send out.  Most of all,  I’ve heard that they’ll work with you to create the content and delivery system that will best support the rest of your promotional activities.   Other options are Constant Contact and HubSpot,  both of  whom have great track records for devising savvy email marketing campaigns.

I’ve only used email marketing sporadically,  primarily to broadcast public courses that I’m scheduled to teach or speaking engagements.  I’m kicking around the idea of establishing a  consistent presence,  whether I do it myself or hire a specialist.  To those of you on my list,  stay tuned.

Thanks for reading,

Kim

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Building Credibility: A Brand Advancement Ad Campaign

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Freelancers know that silence = death and visibility promotes business viability.  To that end,  we craft an expert elevator pitch to serve as our verbal package and take that on the road,  hoping it will open doors for us.  We position ourselves as experts by speaking,  teaching,  attending conferences and writing a newsletter or blog.  We attend selected networking events and business association meetings so that we can connect with prospective clients and colleagues.

The next step in this process is to upgrade visibility to credibility,  for that is the way to convert prospects into clients.  As you brainstorm strategies that might advance your  brand and build credibility,  examine the benefits that a print media campaign can deliver. 

Print media are still very much with us and I would argue,  still effective,  despite significant inroads by the various (and sometimes free) online media.  Print ads can be costly,  but if you can find the budget,  this option can be worth your while.  Begin to assess your priorities:

1.  The objective.  Decide what you would like to accomplish.  Do you want to establish credibility among clients and B2B peer referral sources?  Are you announcing a new product or service?  Do you want to stimulate business within a new target market?

2.  The audience.  Who must you reach to accomplish your objectives? Which publications are read and respected by that audience?

3.  The budget.  Visit publication websites and peruse the rate cards.  See also the demographic data:  circulation,  distribution,  special issues that might benefit your  objectives,  etc.  What size ad can you afford to place for how many times during the year?

Additionally,  you may decide to mail a postcard to a professional group to which important clients belong—if you can obtain an address list.  Mailings are expensive,  although printing costs have dropped dramatically over the years.  It is possible to mail at bulk rate,  which is much slower but much cheaper.

Placement

If you belong to a chamber of commerce or similar business association,  consider advertising in its newsletter (whether print or online), which will be published at least quarterly.  Ad rates are typically reasonable and it’s usually read by members.

If your objective is to build your credibility among colleagues and therefore stimulate B2B referrals,  and/or to announce a new product or service,  this will be an excellent ad placement choice.  Newsletter advertisements are a great way to remind fellow members of who you are and what you do.  When you attend association events,  it is likely that colleagues will mention your ad and ask questions about your business.  Referrals could follow. 

It may also be possible to place ads in the newsletters of professional associations to which clients belong.  Whether your objective is to enter a new market,  announce new products /services or build credibility,  these publications likewise make excellent ad placement choices.

Depending upon your target market and budget,  neighborhood newspapers or the local business newspaper will also provide excellent ad placement options that will help you to achieve your brand advancement and credibility building objectives.

Message

Whatever your objective,  remember that there is power and elegance in simplicity.  Express your product and service features,  benefits and tagline (if you have one) using terminology that will grab your audience.  Use clear and compelling language that sells your core services and portrays you as a competent and reliable professional.  Use that refrain in all ad placements.

Design

Hire a professional (or a student) to devise a good visual concept,  even if your ad will be text-only and business card size.  Your ad must look sleek and professional—just like you!  The style of your business card will be the starting point for the development of a graphic style for your ad.  Use the colors,  logo (if you have one) and graphic look in all  ad placements.

Frequency

Consistency is key in advertising:  the message,  graphic style and frequency of the ad must be repeated again and again.  Studies have shown that ads don’t register with the target audience until they have been seen at least three times.  Budget your ad placements to appear several times throughout the year,  at least bi-monthly.  One time only ads are a waste of money.  It is better to appear in one publication 4-6 times a year than in two publications 2-3 times a year.

Thanks for reading,

Kim

  

 

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Keep Your Competitors Closer

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Freelancers get business by three methods:

1). Proposals, ideally submitted by invitation and not “cold”

2.) Referrals, made on our behalf  by a source the client trusts

3). Reputation, meaning repeat business from our client roster

The most successful Freelancers skillfully promote the urban legend that we provide exceptional services, solutions and expertise that clients can absolutely depend upon. That perception creates trust and  gives our clients the confidence to bring us in when a project is approved for outsourcing.  Your client is convinced that when you are on the scene, an excellent job will be done and with a  minimum of fuss.  You will make them look good.

Competitive intelligence will provide important building blocks for your story.  One must periodically assess the strengths and weaknesses of  major competitors:  compare and contrast products and services offered, observe how they market themselves,  make note of selling points that are emphasized  and learn how you stack up.  It helps us to look from “outside in”  at how our services and business practices might be perceived by clients.

Analyze and benchmark

  • Compare your services to those of competitors:  what do they do sufficiently well that  motivates clients to hire them?
  • What do they do incompletely or perhaps poorly?
  • Who is on their client roster and which are their target markets?
  • Who are the front runners among your competitors and how did they get there?
  • What relationships and/or competitive advantages do they leverage to get business?
  • What is showcased on their websites and in other marketing materials?
  • Where do they advertise?
  • Does an internet search bring up good PR or anything noteworthy?
  • With whom do they collaborate or partner?

Define your competitive advantages

  • Catalogue what you do that clients  value
  • What services do you offer that your competitors do not and what value do your clients place on those services?
  • Audit your customer groups—have you ignored a possible niche market?
  • What relationships might you leverage to give you the edge when submitting  bids and obtaining referrals?

Create the spin

  • What common themes do you see in the marketing messages of your competitors? What do the front runners say to clients?
  • Where do you see yourself as offering the better value proposition? How can you most effectively communicate that to clients?
  • How can you  retool your message to highlight services or buzzwords that grab the clients? Reflect those in your marketing materials, advertisements and on your website.  Incorporate into your elevator pitch and sales talking points.
  • Build a PR campaign around an event that features you—a speaking engagement,  a workshop you will present, the relaunch of a service.  Send out press releases and follow up with phone calls.  Develop relationships with the business press by taking the right person to lunch or coffee and talk over ways to get your name mentioned.
  • Advertise,  however modestly,  in publications that your target audience follows.  Advertisements should lead to editorial,  however brief,  being written about you.
  • Cultivate relationships within the industries that you service,  either directly with those who may hire you,  or with those who can influence decision makers.

Keeping an occasional eye on competitors will yield many benefits.  Competitive intelligence  keeps us in the loop about which clients are hiring and the demand for workers within our field,  keeps us abreast of the activities of our professional peers,  makes benchmarking possible and helps us to sell our services more effectively.  Competitors help us to sharpen and clarify our approach to business.  They make us better.

Competitors need not be sworn enemies, despite the adversarial position that must be assumed when vying for market share.  Competitors have much to teach us about doing business.  In fact,  judiciously cooperating with competitors is good business.  There may even be occasions when competitors will collaborate.  Frenemy is perhaps the best way to describe the ideal relationship to our competitors.  Use them as you strategize to grow your client list.

Thanks for reading,

Kim

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Keep Your Customers Close

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Adopting customer-centric business practices is now  THE  survival mechanism of necessity for Freelancers,  as well as businesses large and small.  Particularly for service providers,  the battle to escape the dreaded label  “commodity”  is on.  No one can afford to be just another replaceable face in the crowd.  The “me, too”  era  is over.

In order to keep customers coming back for more,  Freelancers are compelled to demonstrate unique value to those with whom we do business.  It’s the best way to stay ahead of the competition and make your name come to mind when a project needs to be done or a referral made.

While providing top quality products and services that meet or exceed customer expectations is our number one mission,  another important mission is to take  a  look at our business practices from the sight lines of our customers—from the outside,  looking in.  Assess the experience that customers have when doing business with you.

To make that happen,  find out all that you can about what really brings them to your door,  or to the door of competitors.  What assumed but unspoken set of objectives and expectations do they have? What alternatives exist that might possibly allow them to achieve those objectives without you? How easy, or cumbersome,  is it to do business with you?

Your website plays a role in this process,  especially if yours is an online business,  or customers typically search the web for your category of business.  List with GoogleMaps and Yahoo Local to help customers and prospects find you.  SEO friendly algorithms and key words will also give your website presence  a boost.

Furthermore,  your website should promote and reflect your brand very well.  Display core products and services prominently,  along with information that will answer frequently asked questions and get customers on the road to doing business with you.

If anything on your site is time sensitive,  e.g. your list of speaking engagements,  keep that updated.  Present  a website that is easy to read,  conveys relevant information in clear and simple language,  is not overly text heavy,  contains an appealing  “call to action”  and is easy to navigate.

Wherever appropriate,  leverage social media tools to provide additional communication channels for your customers.  2.0 is not only for communicating your brand and  message,  but also for letting people holler back.  Another method to get the heads up on customer priorities is through the online service,  Survey Monkey.  A brief  survey that contains well designed questions will elicit useful information and may shatter a few illusions.

A thriving business is built on the customer:  retention,  satisfaction and growth.  The products and services  we sell,  the way these are delivered and the prices  we charge are all based on what our customers need and accept.  To keep the cash flowing,  stay current with customer priorities and learn their thoughts about what your business does well,  what your competitors do poorly,  what you could offer that will make their lives easier  and what they are willing to pay to have it all.  If you can solve those mysteries  Freelancer friend, you will have yourself a nice little business!

Thanks for reading.  To those who are keeping score,  Freelance:  The Consultant’s Diary reached the one year milestone on June 16, 2010.

Kim

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Most of All, It’s Who Knows You

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Networking and other business promotional activities,  whether self-generated when you for example speak to the local Rotary Club,  or engineered by a PR specialist  who gets  you a quote in the New York Times,  serve to make you known to those who might use your services.  The next step in the continuum is to create conditions that encourage prospects to become clients.

Effective PR and self-promotion showcase you as an expert.  Mine the benefit by reinforcing  your position as a source of valuable and timely information.  Rather than just making the rounds at networking events as a way to cash in on your notoriety,  accumulating piles of business cards from random “contacts” as you go,  focus instead on developing meaningful relationships that have the potential to deliver billable hours.

Join a LinkedIn group and trade relevant information with peers who share a common  affiliation by starting discussions and/or commenting on others’ discussions.  Peruse the Answers Forum and weigh in on the sometimes compelling questions put forth by LinkedIn members from around the world.

Demonstrate that you are  a knowledgeable professional who is willing to dispense  information that could benefit others.  You may be invited to have an off-line discussion and that may lead you to a client.  It happened for me a couple of months ago.

When you step into the role of teacher/speaker, by all means meet and greet session attendees following the program.  Engage those whom you meet and aim to deepen interactions beyond the mere trading of business cards.

In order to reap the benefits that accrue from your PR / promotional strategy,  you must work for your network so that your network will work for you.  Ivan Misner, chairman of the networking organization BNI International,  recommends that while in conversation with a new contact,  ask what business challenges he/she is confronting right now.  This communicates genuine interest and guides your  follow-up with that individual,  with either an introduction or information.  It’s an excellent way to make people want to know you.

Help can be easy to give.  Forwarding the link to an article that addresses a subject  likely to be of interest  is a  savvy  way to demonstrate that others’  needs are important to you. The recipient is invariably flattered and will appreciate both the info and your thoughtfulness.  Selective,  individual forwarding of online resources  adds value and elevates networking to relationship building.  Post links to articles that address  subjects of interest to a wider audience onto  FaceBook and Twitter.

Seek to build a diverse network of relationships,  professional and personal.  Be available to connect with people in fields where you may not expect to find clients,  with people of different socio-economic or educational backgrounds and from various ethnic,  religious or racial backgrounds.

Not only do we not know where or under what circumstances we will meet our next client,  but a diverse network of relationships  exposes us to different ways of evaluating and tackling  our challenges and may also help us to discover unexpected opportunities. Reaching  out  and extending oneself  beyond the usual parameters is good for business.

Thanks for reading,
Kim

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On The Cover Of The Rolling Stone

by

There’s no doubt about it—your business will benefit from well timed and placed media exposure in outlets that your clients trust and follow.  If you’ve come to the realization that you want fast,  effective action and you lack the time and the connections necessary to generate the kind of publicity that will raise your profile, then it’s time to hire a professional.

Buying advertising is usually a good move, but PR looks more objective and hence,  is more credible in the eyes of many.  But what should you expect from a PR firm? How do you make sure they do what you pay them to do?

Unfortunately,  many PR specialists are experts in taking client money and little else.  You must do your homework and interview 3-4 firms before signing a contract.  Contracts usually run for 6 months,  with a review at 3 months that will allow you to cancel if not satisfied.

Your objectives and budget

First,  consider what you would like to achieve in your PR campaign.  Are you launching a new product/service,  selling a book,  seeking lucrative or prestigious speaking engagements,  positioning to land important clients,  enhancing your page placement on search engines or communicating your brand?  Plan to spend from $500 – $2000 /month for an average  small business campaign.

Which firm for you?

You’ll have the choice of hiring a large firm,  small firm or Freelancer,  an industry specific firm or generalist.  Each option carries advantages and disadvantages.  I recommend that Freelancers and small business owners  avoid big PR firms because they are not designed for us.  Big firms cost more money and may not give appropriate attention to smaller clients.  Smaller firms and Freelancers are likely to be within your budget and more sensitive to your needs (in theory, at least).

Industry specific PR specialists  are known by the media players in that industry and are more likely to have calls returned and requests for clients  reviewed.  The downside is,  they may simultaneously work for your competitors. They may also run a one size fits all,  cookie cutter promotional campaign.

When interviewing PR agencies,  ask to  speak with the person who will work on your account.  That will not necessarily be the same person who shows up for the meeting.  Make sure that your agency contact will give your account the personal attention that you will pay for.

In the interview,  highlights of a strategy that was devised for a client similar to you in budget and needs should be presented.  Be very clear about your objectives and listen well,  take notes,  ask questions and get specific answers.  Do not be fooled by anyone who promises you x number of exposures per month or quarter.  That is the promise of a scam artist.

References and results

When an interview goes well,  ask to speak with 2-3 clients like yourself,  who are willing to discuss their experience with the firm.  What kind of media placements and exposure were achieved for clients with a similar  profile and objectives? How long was the campaign,  how long to achieve the desired results,  which agent managed the account, what  would they change about the process if done  again,  which additional services or quality controls might be written into the contract?

You will speak only with the firm’s most satisfied customers,  but the conversations will help you to form  expectations and learn what it’s like to work with a PR specialist.  You will also  confirm whether you should launch a campaign at this time.

Your story

Once you’ve signed on,  adequate time should be devoted to learning more about you and your business,  so that  story angles can be perfected and a strategy developed.  This is the REAL  reason to hire a PR specialist. Your story might focus on personal or business challenges you overcame,  your exceptional or innovative products /services/expertise, or your tenure and activity in a community that is meaningful to your clients.  You do not hire a PR specialist to merely blast press  releases all over the place.  You can  do that yourself.

A star is born

Events you might sponsor,  awards and special recognition for you to receive,  community and charity events you would be wise to attend,  television and radio appearances and articles in blogs, magazines and newspapers are all potentially part of  a promotional strategy that can be developed for you,  at a price.  Whatever it takes to position you well and generate  interest, confidence and excitement in you and your business should be done,  limited only by your budget.

ROI

Finally, you must understand how your PR firm demonstrates the work done for your account.  Make sure that you receive weekly or monthly activity reports.  Which organizations or media outlets were contacted,  for what purpose and what was the outcome? Compare the achievements of  your PR specialist  to your objectives  and make sure there is alignment.  You are paying for results and not excuses.

Thanks for reading,

Kim