Clarity of Vision

A recent conversation reminded me that nothing in social media is really “new”. Networking sites, bookmarking, and using different mediums for your message have all been around for some time. Forums used to be called message boards, blogs have been used for a better means of interactivity than websites for years, and we’ve been connecting on the Internet since it appeared on our radar.

True, the sophistication, automation, and applications are all moving ahead at light speed, but the tools have been here for awhile.

What we also don’t realize in the rush to jump on the wagon with social media is that despite the seemingly rapid movement of the web, to be successful in a web-based business is no different than any other business—it takes more than just a few days or weeks.

Yes, there are those who have struck it rich fast, some with one-hit wonders, others who have made it seem like it’s an overnight phenomenon. However, if you ask any of the big Internet Marketers how they built their positions, my guess is that they’ll tell you it took them time. The average off-line business takes 2-3 years to become established. The web might be a little quicker, but in my experience, not by much.

One of the biggest mistakes I made and see others making is to jump in without a plan. In fact, most don’t even know who their niche market is! They make the same mistake I did—falling in love with what I had to offer, instead of finding out who wanted it, if they even did.

In the next few posts, I’ll give you a start on what to think about as you build your plan, how to find your niche market, and then how to speak to them using the tools of the web, no matter what you call them. Social media, the idea of using the viral nature of the connectivity of the web can be powerful, but only when you know how to harness what it offers. Here’s what’s coming up:

1. What is your vision for your product/service/business and why does it exist (purpose)?

2. Who is the niche market you plan to target?

3. What does that niche market need?

4. Can you fill that need?

5. What keywords would your niche market use to find what you have to offer?

6. What medium are they using to connect and find what they are looking for?

7. What 1 or 2 strategies can you focus on that will target your niche at the same time you are following your vision/purpose?

With all of the questions above answered, you can now establish your mission objectives (goals) to help you accomplish your vision. Getting answers to each will take some brainstorming and time. So, take a breath, get focused, and stay tuned!

If you haven’t already subscribed to the RSS feed, now is a good time. When you do, you’ll be notified every time I post!

In a couple of weeks, Branding & Marketing Mastery, the 10th book in the Guide to Getting It series by coaches, will be fresh off the printing presses! The chapters in this book combine years of branding and marketing experience with the unique guidance and perspective of Business Coaches.

Wherever you are in terms of building your business, these authors have been there. Whether you are a new business owner establishing your brand, or a seasoned entrepreneur looking for ways to increase visibility, the advice given in these pages will give you new ways to view branding and marketing.

Through their stories and perspectives, the authors guide you to look at creating a branding and marketing strategy from an internal approach, using insight based on values to establish your message in the marketplace. Apply the lessons, and you will build your business in an authentic, inspired way.

As one reviewer said, it’s like getting a marketing seminar in a book!

To celebrate its upcoming arrival, I’m making a one-time only offer of free shipping and handling if you pre-order right now!

To pre-order the book and save shipping and handling charges, click here!

Chapter titles and authors:

Creating A Visionary and Focused Marketing Strategy by Marilyn Schwader

Mass Appeal Equals No Appeal: Discovering Your Niche Market by Cheri Alguire

Attracting Baby Boomer Women to Your Business by Jane Lee Williams

Branding: The Soul of Your Business by Judy Winslow

Authentic Branding by Dawn Andrews

The Evolution of Loyalty: Five Steps to Branding by Mary Ellen Merrigan

The 7 Marketing Archetypes and How to Deal With Them by Dr. Miriam Reiss

Networking: The Insider’s Guide to Finding and Leveraging Your
Best Opportunities by Kim Lysik Di Santi

Quantum Marketing by Jille Bartolome

Wow. Have I been experiencing the social media overwhelm! So much, I decided I needed to stop the madness and refocus. As I did that, I repeatedly heard from my market that they were experiencing the same thing. I decided to go back to the basics, retool my perspective, and out of that process, developed a new teleseminar and membership site to teach others how to do the same thing.

I’m giving the first of what I hope to be several free teleseminars on how to develop a social media strategy. I’m also working on a series of videos that my colleague Ted and I will be putting on a membership site so that you can learn each step at your own pace. That site is still under construction, but if you go to www.socialmediasuccessnow.com, you can register to be a charter member, which will give you several bonuses that we will only be offering to charter members.

I hope you join us!

Write On!

An article I read in the Oregonian reveals that our local mega-business, Nike, is using the 80-million-member social networking site, Facebook, to “link basketball players with pick-up games, leagues, one another, and the Swoosh”. “Ballers Network“, still in test mode, is an example of big companies moving their advertising dollars from standard advertising in magazines, newspapers, and tv/radio to the interactive marketing of the web.

Nike’s main competitor, Adidas, launched their own Facebook application, “Celebrate Originality” in March, as a place to share writing, photos, ringtones, and artwork. Both companies recognize the viral marketing potential of Facebook.

What’s interesting is that their strategies take a different approach when marketing with social media versus traditional advertising. According to Nike’s global director of digital media services, Stefan Olander, the sports company sees that the Web is viewed more as a place to provide a service, rather than being used as a marketing tool. What he’s really saying is that on the web, there’s a different type of branding going on.

On television and in print, the marketing is around image and repetition of a specific message. With social media, the emphasis is on being of service and providing a way to help people connect. Doing that helps build trust and credibility.

Although it may take longer for someone without brand recognition (unlike Nike) to get it using social media, the rewards are greater for everyone because visitors connect with like-minded groups and the businesses that serve them.

Eventually, when a need arises, they will look to their groups and other online connections for advice and referrals. Continuing to place yourself in front of your market using social media provides ever spiraling opportunities for people to find you. Although it might take longer to establish your brand, the loyalty of your customers and their willingness to share their experiences will likely be much stronger.

People are spending less time on the television and more time on their computer and Blackberrys (look at Twitter’s phenomenal rise in popularity). Nike clearly hopes to use their Facebook application to lure consumers to their websites by building preferences for their products by providing a service-minded application.

One thing all of this points to… people want connection and social networking provides that. Nike sees the writing on the wall. Marketing on the Internet as we’ve known it is shifting in subtle, yet significant ways.

Write On!

Marilyn

A few months ago, I discovered an online group called the International Association of Web Entrepreneurs (www.aweconnect.com), what I saw as a perfect way to learn new information, as well as connect with other business people who make their living online. The expert advice, and the benefits offered, were well worth the investment.

The connections have grown, and last month I was invited to become a Founding Partner and Social Media Expert for the association. Along with my co-founding partners, Sheri McConnell, CEO; Lisa Manyon, Copywriting Expert; and Susan Daffron, Web Development Expert we are pleased to announce the re-launch of the website, with even more information and benefits for members.

And now I’m inviting you to check out the new look and benefits. You can join for two full months for free to see if it’s a fit for you. Here are just some of the benefits:

1. You are eligible to call into a weekly Q & A session where you will receive weekly laser coaching and to have an opportunity to joint venture with other members. You also receive a printed copy of the AWE Newsletter every month.

2. You receive a live teleseminar every month with one of our AWE Experts (includes downloadable audio). CDs of the monthly teleseminars are sent every month in the mail.

3. You receive immediate access to our AWE Resource Rolodex: links to over 100 of the best companies on the web in over 50 categories.

4. You have access to thousands of dollars’ worth of educational products and services from our AWE experts such as

• You receive our CD program, Striking Internet Gold, with Penny Sansevieri.
• The Five Massive Mistakes That Can Put You Out of Business…And How to Avoid Them Special Report, Business Assessment, and Audio Program with Melanie Benson-Strick. PLUS 24 must-have success tips to catapult your revenue into six and seven figures.
• You receive 52 Different Kinds of Information Products eReport by Terry Robert.
• You receive the eReport, Poynter’s 112 Secret List of Book Promotion Contacts by Dan Poynter.
• You receive Raleigh Pinskey’s eReport, 101 Tips on How to Promote Your Books and InfoProducts on the Internet and her audio on Promoting.
• You receive the eReport, Online Business Essentials: The 5 Keys To Make the Internet Work For You by Tina Forsyth and Andrea J. Lee.
• You receive Email Promotions That Sell (audio and transcript) by Alexandria Brown (The E-Zine Queen).
• You receive the audio program, How to Get on Radio and TV Today by Penny Sansevieri.
• You receive the eReport, How a Virtual Assistant (VA) Can Help You Increase Your Profits by Andrea J. Lee. You also receive a FREE hour of VA service when you buy 10 VA hours.

5. You have access to our global network through our online Facebook group–receive support, expert advice, and industry resources.

6. You receive up to 20% off Wyndham Hotel Reservations when you travel. At most locations this is a savings of $25 a night!

7. You receive thousands of dollars’ worth of discounts on web-related services and products you need to build and promote a successful online business like

Free merchant account set-up–you save the $49 set-up fee at Practice Pay Solutions (PPS) when you open a merchant account. Through our partnership, your set-up fee is completely waived.

Discounted shopping cart technician–Practice Pay Solutions (PPS) will set up and customize your shopping cart for you too! The rate for non-PPS clients is $50/hour. Through our partnership, you only pay $30/hour. And most carts can be built in a couple of hours!

Website design (save over $100) on our 5 page web/blogsite design packages.

To read more about AWE, go to www.aweconnect.com.

In the meantime, when you visit the site, you can get a copy of the free downloadable audio and report, “10 Mindsets Web Entrepreneurs Must Have to Succeed”. Just visit the home page and you’ll see the e-book in the right column.

Enjoy!

Marilyn