Advances in the internet, coupled with today’s social media environment opened up a completely new method to maximize your marketing strategy.  Before social media came onto the market, a company’s potential to interact with customers was somewhat limited, and in some cases very discouraging.  Take for example, Telemarketing.  This industry was negatively impacted when caller i.d. and call blocking were implemented in the 1980′s, then came the “Do Not Call Registry” in 2003.  Naturally, this all but cut the lines of communication between them and their customers.   Another example is the small businesses owner who simply lacked the financial resources to market their companies effectively.  These problems ultimately led to the demise of many businesses.

Today, technological advances allow business owners to meet those challenges head on by integrating Social Media Marketing with traditional marketing strategies.  To use social media marketing effectively, you must first realize that it takes a good amount of time and effort.  However, when executed and applied properly it can greatly increase your potential for new leads, brand recognition, traffic rates, and number of sales.  To accomplish this, it is imperative to know what type of image you want to project, and promote it consistently.  Then you will need to create an account and set up a profile with several social media networks.  Your profile must be intelligible and strictly focused on your business activities.  It must also coincide with your businesses objective.  A few simple tips would be to place your company’s logo as the thumbnail image on your profile, and also incorporate that logo into a custom designed background.  This supports a professional and cohesive image.

Social media sites such as Twitter, Facebook, and Youtube are all high traffic sites you can use.  On these sites, your tasks will be to find or attract potential customers. Once this is accomplished, you have information you can use to market your products.  In addition, social media sites have tools you can use to connect with your audience.  Think out of the box.  For instance, on Facebook post an incentive on your fan page to attract potential buyers.  On Youtube, create and upload a series of high quality, informative videos. Targeted customers watch these videos, and then have the option to share them on other social media networks.  This does require some skill, but the cost is well worth the potential return on your investment.  As with any successful marketing plan, tracking your progress is essential.  Google Analytics is a free tool that does the tracking for you, so you can stay up to date on how many hits your site receives, where they come from, (including Twitter and Facebook,) how long they stayed, and what interested them most.  This allows you to make strategic changes if necessary.  In business, one thing is certain and that is competition. You must take a pro-active approach in order to stand out.  Integrating social media outlets will help ensure that you are doing everything you can to promote your business, and dominate the competition.

If you were to ask several people to explain public relations, you would probably get a different answer from every one of them.  The majority would most likely confuse it with marketing or advertising, however, public relations is much more than that.  In short, it is the act of cultivating and promoting a positive image for specific companies, organizations, individuals, or even an entire business or civic sector.

This undertaking requires expertise in areas such as organization, research, analysis, planning, and execution.  All of these attributes are put to work to obtain information from relevant business and public sectors, then organized and crafted into a straightforward and strategic plan of action.  This plan is indispensable in providing a company with multiple resources that enable them to communicate with their targeted audience, and support effective interaction with the public.  The advantage of new media public relations is that it provides additional vehicles for communicating, and distributing important company content.  However, it also gives the customers a stronger voice, which requires a two-way communications strategy.

The goal of new media, as it relates to public relations, is to assist clients with technological programs that help drive buyers to their company website, build online communities, improve customer communication, and improve their online presence.  Think about this; when you consider that your company’s content is available on the internet for millions to see, you certainly understand that it is to your advantage that the content is expressed clearly, consistently, and that it demonstrates proof that your company is trustworthy and reliable.  This can be accomplished using relevant company news, client successes, new or improved services, or thought-provoking dialogue.  In a business-to-business environment, prospects more than likely get information from traditional sources such as trade magazines, newspapers, industry conferences, meetings, business associates, and sales presentations, but more and more are now turning to the internet for information.  In addition, people tend to seek out online information to learn about a company before they contact them.  In doing so, they do not simply rely on your company website.  Instead, they use the sum of all available information on the internet where they can read your press releases, articles, your customer’s blog comments, employee posts on social media sites, as well as performing organic searches.  Therefore, enhancing your online presence requires new media public relations programs, and a consulting firm that is experienced in how to best utilize it efficiently and effectively.  Let’s face it, in today’s information driven society you need a public relations service that can help ensure your business is a success, and projecting a positive company image is where it all begins.

Is your online business struggling to compete, experiencing a decrease in sales, or just not living up to your expectations?  If are faced with this predicament, it is probably time to rethink your total online presence.

A strategically planned and expertly designed website can make all the difference in the growth and success of your businesses.  It is intended to achieve your goals; therefore, it should paint a clear picture of your company’s image, promote your products or services, and elicit sales.  However, if you are not a skillful web developer, you will need to hire an expert who can design and implement a top-notch website that will enhance your online presence and set you on the path to achieving your goals.

Think of it this way, in traditional business a company hires the best sales team available, so you want to settle for no less when it comes to your online business.  Why?  Because your website is your sales team and you want to use it to entice customers to walk through your virtual door.  That requires promotion, advertising, image, trust, recognition, and incentive, so it is imperative that you have a website design that works for you.

What is a well-developed website:  it is credible, visually appealing, user friendly, and lets the customer what is in it for them.  It is used to captivate potential customers and convince them to buy what ever it is that you are selling.  If your current layout fails to meet these objectives, what good is there in having it?

If you have a quality site that others aspire to emulate, you can truly say you are ready for business, and a professional website developer can make this happen!

Meanwhile, here are ten basic benefits to using a website developer.

1.  Appearance counts!  A website developer will ensure that your site is attractive and pleasing to the eye.

2.  A website developer will ensure your site is compatible with all browsers.

3.  A website developer will offer design choices – HTML, which simulates a company brochure, or a custom design that is database driven and able to generate pages on demand.

4.  A website developer can design your website around a company logo, image, or both so it meshes with your marketing plan.

5.  A website developer will work with you to come up with an economical solution based on your budget.

6.  A website developer will build a website that allows customers to easily locate what they are looking for.

7.  An expert’s design will help set you apart from your competition.

8.  Your website developer will use reliable technologies that fit your specific needs.

9.  A website developer’s design will get your point across to your customer.

10.  A website developer will ensure your site is Search Engine Optimized, which can improve your page rank and boost your sales.

In the end, an expert website developer can get your business up and running as quickly, and efficiently as possible.

If you are contemplating the prospect of a new business, it is crucial to start off on the right foot, and if you think that means writing a business plan, you would be wrong.  Before you can attempt to create a realistic and credible business plan, you must first perform a detailed assessment of your projected business, as well as your competitive environment.  That first step is a SWOT Analysis.  “So, now you are scratching you head, and wondering what a SWOT Analysis is.”  First of all, the term “SWOT” is an acronym for “Strengths, Weaknesses, Opportunities, and Threats,” and believe me, every start-up business or established corporation has them.  These four characteristics change or continue to develop, so you will actually reassess them throughout your business life.  What is important in the beginning is that you recognize those characteristics, understand what they mean, weigh your options, then proceed as planned, make changes, or if necessary, go in a completely new direction.

A SWOT Analysis essentially shows you, in black and white, if there is a viable niche for your business, or the need for a new product or service.  It equips you with the knowledge and confidence you need to make sound business decisions.  That is, it enables you to capitalize on your strengths, improve any weaknesses, tap into all available opportunities, and block any threats that may impede the success of your business.  So, what are some examples of those characteristics; Strengths are internal assets and advantages that may include a lack of debt, cash reserves, education, experience, financial backing, a product, or a businesses location.  Weaknesses are internal hindrances such as debt, a lack of experience, an inefficient accounting system, lack of a website, inconsistent marketing, or employee problems.  Opportunities are external items or events that present an opportunity for your business.  These could include a new market, a new contract, a competitor that is going out of business, or anything that can strengthen your businesses profitability.  Threats are external conditions that can be harmful to your business.  These might include the economy, a new or bigger competitor, a shrinking market, or competitors pricing or incentives.

Once you know what your SWOTS’s are, you will have a clear idea of what your business looks like.  Knowing that will assist you in deciding where you want to go, and how you plan to get there.  Once the project of a SWOT Analysis is complete, then and only then, will you be prepared to sit down and design a solid business plan that financial institutions, backers, or partners can take seriously.

Why do some businesses fail within the first few years? One of the reasons is ineffective marketing. In traditional marketing the marketing collateral determines your businesses success rate. Marketing Collateral is printed materials that portray the business and its products and services. The printed material can be in the form of brochures, fact sheets, fliers, logos; press releases and more. Your marketing collateral should out shine your competitors. Successful marketing collateral interprets in a powerful way what a product does, the benefits it brings and why a reader’s curiosity should be peaked about learning more.

Marketing Collateral must be effectively implemented into your marketing plan. It is vital that it be focused and targeted on a definite audience and it is something palpable in their hands. It is the element that gives the appeal that your product has for the usual consumer, also it cerates awareness of your product, which is the key for the customer to visit it.  When you have generated marketing collateral for your product, use this design constantly for your marketing theme and your product will automatically come to mind with your customers. Collateral marketing should sell your product. The wording is always important it should be simple and to the point and make a lasting impression on your customers or potential customers. You should always extend the expectations of the customer by delivering upon all the information within your marketing collateral. This will in time make loyal customers and a business relationship with them also. You need to get the awareness of your customers and potential customers. Get them interested in your products or services. Then increase their aspirations to learn more about what you are offering.

This can be accomplished by using the powerful tool – marketing collateral. This powerful tool will convey the strength and merit of your business to prospects. Quality marketing collateral must manifest overpowering copy and excellent design, developing materials that make you stand out over the competition is the key. This difference is necessary to appeal to customers and enhance your market position. To guarantee success collateral should be used with compact statements that are to the point and that show benefits and significance to the consumers. Marketing collateral is a supportive tool to help your company establish trustworthiness along with advertising your products and services. Collateral should heighten your brand and show a satisfactory message to your customers. Raise your business position in the market with marketing collateral.

It’s amazing that as long as the internet has been around that many companies are still asking “Do I really need to be concerned with SEO?”

The answer to that question is a resounding YES! Today more than ever, businesses need an online presence. This is a great way for a business to market their products and services to a whole new market regionally, statewide and even internationally. For the “newbies” who finally now have a website, marketing that site becomes a marketing priority. Having a website doesn’t mean you’re maximizing your businesses exposure. If you don’t market you business website then you are merely at a standstill and going nowhere.

Utilizing the power of SEO is as important as your traditional marketing efforts. While traditional marketing is excellent in it scope, it only works in a very specific area or region. Not to mention it’s expensive to market nationwide or even worldwide. Cost can be a huge factor with traditional marketing however with SEO it’s not only necessary but cheaper as well. Your ROI (Return on Investment) is also higher when utilizing SEO.

A website offers your customers so much information in one location. So with traditional marketing you may have a brochure for one thing, a postcard for another thing and a flyer for something else. With your website you have one main source for all the information your customers will need.

By utilizing the power of SEO, you can optimize your website and make it easier for search engines like Google to find you. SEO uses things like keywords, key phrases as well as meta tags to enhance how search engines find you. It allows your website to easily found by your target customers. In other words, your website is like a bicycle and SEO is the chain that moves it ahead.

Building your brand has never been more important than now. The economy has taken a slump and now businesses are in pass or fail mode. Your “brand” is the name for your products and services. Your brand is the heart and soul of what you do. It is your representation to the world of who you are.

The business world is very competitive. There are probably a few other businesses that are in the same market as you; selling the same products and services. So what sets you apart from them? That’s simple – Your Brand! While technology is changing; your brand stays the same. While the economy may be fizzing; your brand stays the same. Your brand is the one constant thing you have in the business world. Your brand will have value. For example, Nike is a brand. So while their shoes have value, it’s the name (the brand) everyone knows. It’s the name that has value.

There are three types of brands:

• Primary Brands – This is your main brand; the core of who you are. It’s the umbrella under which other brands can fall.
• Secondary Brands – This is a second line of branding and doesn’t have to have its own brand name. The brand can be an extension of the primary brand. So for example, Johnson and Johnson is the primary brand. Johnson and Johnson Baby Powder is the secondary brand.
• Tertiary Brands – These are brands that don’t really generate revenue the way the primary and secondary brands do. This could be a generic line developed by the company.

Once you have developed a brand you must then think of how to market that brand. However, general marketing will not do. How people perceive the brand is going to make a huge difference to the success of that brand. Take for instance Geico Insurance. While they boast cheaper prices than their competitors, they have marketed wisely and in a way that people perceive them as a truly competitive insurance company. Their slogan “15 minutes can save you 15% or more on car insurance” is catchy and unforgettable. Combine that with the marketing gimmick of the Gecko and you have a brand that is memorable and perceived well by the public.

This is the heart of what branding is and can do for you. If you haven’t developed a brand yet – “what are you waiting for?” Each day that passes is another day in which your company is losing money to the competition. So get started today!

Lisa’s Liquor Barn, a discount wine and liquor store in Rochester, NY, has only been with Score Consulting a few short months and has already seen some pretty impressive results. They came to us with a full e-commerce website already designed and needed to start to expand their market share beyond their local town of Penfield. Score Consulting is currently working with them on optimizing their site to be found in Rochester, Webster and Fairport, as well as Penfield. We are also monitoring and managing their online reputation.

Whalen Organizing and Consulting is led by Professional Organizer Lisa Whalen and provides virtual assistant, lab management and professional organizing services to small business owners in San Diego (President’s note: She’s worked wonders for me already!). After performing an ISWOT Analysis on her Internet presence (with a focus on her website), we decided that optimizing the content on her site and re-purposing her website to focus more on converting visitors would help her business greatly. We also handle the tracking of her website and are currently developing a blog.

Smile San Diego has been working with Score Consulting since we moved the company to San Diego. We started out working with them strictly in a strategic marketing capacity – advising them through their branding change and helping them to develop a stronger Internet presence. We also worked with them to help them manage their brand’s reputation.

Ultimately we created their new logo, redeveloped their website, optimized their website, worked with them on a direct response campaign and continue to advise them on how to best market their dental practice.