As a sort of Mother’s Day tribute to my mom, I compiled a short list of some of the accidental marketing tips my mom has bestowed upon me along the way.

Set goals

As the tallest girl on the basketball court, I was, in a word, awkward. I was scared of the ball, not aggressive like my teammates and I hated running. Why I ever signed up for the sport is still a mystery to me. But, my mom was my number one cheerleader at every game. To encourage me to become more assertive as a basketball player and person, my mom brought a piece of paper to every game and tallied the amount of times I touched the basketball. The more tallies I got, the bigger blizzard at Dairy Queen was mine to claim.

Whether it’s monetary-based or customer-oriented, goals in the marketing realm are essential. Setting achievable, yet challenging (and measurable) standards for ourselves catapults us into our future dreams and endeavors. Write down your goals, carry them in your purse, write them on your bathroom mirror. Surround yourself with what you hope to achieve.

Be an expert

I remember doing a “state project” in fifth grade; my state was New Mexico. (Since then, I’ve always been enthralled with Santa Fe). We had to present all the information a tourist would want to know about our particular state to our class in a three-minute presentation. I remember my mom telling me that it was my job to be the New Mexico expert. She didn’t say the 50-state-expert…just one state. That goes for us in marketing, too. We can’t be an expert at everything, but we can know a lot about a few things. Whether it’s social media, content marketing or blogging, know your stuff and know it well. Then, share your information with others.

Be nice and make friends

Remember when your mom would send you off to the bus with your lunch box in hand and backpack around your shoulders, and as she’s waving to you with curlers in her hair, she’d yell something like, “Make friends today!” or “Share your toys with the other kids!” (Okay, maybe that scenario is a bit of a stretch, but you get the idea). Well, handing out your business card runs along those same lines. Be bold. Strike up a conversation at Caribou. Flaunt your skills. Make friends – and share your toys, er, um, business cards.

Put your best foot forward (or, create a well-designed, functional website)

My mom never told me to create a well-designed, functional website. But, she did tell me to always put my best foot forward. And that’s the job of a website. Often times, a customer’s or client’s first impression lies in their view of a company’s online identity. Is the site easy to navigate? Clear to understand? Just like me, taking the time to iron my shirt or put on makeup, a great website can have a lasting effect on those who view it.

Do the right thing

I remember in middle school there was a girl in my class who was constantly picked on. Worried about tainting my own reputation by being seen with this girl, I asked my mom for advice. What she told me still sticks me. “What is popular is not always right and what is right is not always popular.” In business, motherhood or relationships, I keep this little nugget of advice close to my heart. Doing the right thing isn’t always my first choice, but in the end it’s the one I can live with.

Thanks, mom. Your advice about simple things I dealt with in middle school is now helping me figure out larger problems while I’m out in this big, scary world. I still hear your voice in my head…and trust me, that’s a good thing.

Maggie Sonnek is a marketing assistant at Allée.

The mere title of his latest piece was just what I needed to self analyze:

Have I turned into one of “those” people who can’t give my full attention to anything anymore?

A little background

I’m not a huge TV watcher. In fact, I couldn’t tell you when my favorite programs are even on–I rely on my TiVo to take care of that for me. What I do know is lately I’ve been working long hours and spending what little time I have left with my family that, when it comes to my “down” time, I choose to veg out in front of a so-so TV show to disengage from it all (sad, I know…I could grab a book or take a nap, right?)

The difference is I can’t seem to just do that one thing. Now, when I’m watching TV, I have to make sure my phone is right next to me–to check email, to update social media, to respond to text messages.

Look out, TV, social media is the new form of entertainment

I remember when I couldn’t understand how people could multi-task while watching TV (and frankly, I couldn’t stand people who couldn’t set their phone down for a half hour and just concentrate on what they were watching).

I’m beginning to think I’ve turned in to the people I loathe.

This is not good.

In Brian’s post, he quotes a study from The Hollywood Reporter that states “88% of consumers consider visiting and posting on social networking sites a form of entertainment.”

So does that make our TVs the background noise?

I completely agree with this finding. I know that a huge part of the reason I grab my phone and check in on social media sites is because I like to be “in the know” and constantly entertained or part of something. The problem is, I don’t feel great about it when it’s all said and done.

If I set out to be entertained or decompress by watching a show, I should be able to do it without interruption–to get the whole effect of what I’m trying to be a part of. Without distractions.

Imagine what marketers and entertainment producers are struggling with (oh wait, I fall into that category much of the time).

My point (I do have one) is that as consumers–as human beings–we must be careful and check ourselves when we feel too much engagement which, really, means we’re only half-heartedly engaged.

Ultimately, we’re disengaged.

Maybe it’s sad that it took me this evening, after watching a few TV shows, to realize that I really didn’t immerse myself completely in what I was doing. I suppose for some, this is OK. For me, it’s a sign that I probably need to take some time off from social media and electronics in general; find a hiding spot away from all the noise.

Good thing the weekend is upon us. I think my kids will appreciate the device-free weekend I’m about to have.

And you? How do you know when too much engagement is working the opposite for you?

What is a brand statement?

There are a couple of ways to go about thinking about your small business brand. The easiest place to start might be with your current visual identity. Although your logo is not the only piece that dictates your brand, it is a visual reminder to your customers of who you are. Assess whether or not your logo is the best representation it can be of your brand voice.

Then, think about the following elements as they relate to your brand statement or brand voice:

• What tone is appropriate?
• Can you liken your brand voice or personality to a character?
• How will you instill confidence and trust from your customers?
• What sets you apart?
• What is your thriving value? What will push you to succeed year after year?

The importance of small business branding

Small businesses are playing ball with the big kids now. Your brand is just as important as Target’s, 3M’s and Miller Lite’s brand. Why? Because you have the same opportunity as these well-known players to get your message across. Social media has leveled the playing field. We’re all in the same game.

Now, small businesses have equal opportunity to reach the masses online. We need to take advantage of this. But, without a brand statement you’ll be hitting foul balls all day long. (OK, enough with the sports analogies, I know).

Brian Solis has some great thoughts on the importance of brand that as small business owners, we should pay close attention to. As he states:

“Identity, persona, essence and promise, are the new kings and queens of the branding kingdom, thanks to technology and the deeper connections it opens up between brands and consumers.”

If you can excel and what your brand stands for–outstanding customer service, loyalty, personal touch–then you’ll continue to outshine your competition. But, that brand statement must be reflective in all parts of your marketing and communication processes–from your website, to social media, to the sales floor.

Be great, brand great

Business Insider recently published a fun list of how brands can be great on social media. And if that’s not your thing, that’s OK. Choose what it is your brand stands for and focus your greatness there. What are you trying to achieve? What do those who are great at this look like? Feel like? Act like?

It’s not all about your look (remember what Mom said, “it’s on the inside that counts”). Your small business brand statement–any business brand statement–is about how we treat others. It’s how we make them feel at the end of the day.

What will your brand statement be?

Exercise, kids on the bus, work (at which the hours seem to disappear into minutes), back home to make dinner, activities, homework, errands…until I collapse on the couch. Routine. Fun, busy, exhausting craziness. Woven into these minutes? Texts, email, and of course, Facebook.

Admittedly, Facebook is one of the first sites I open in the morning, and one of the last ones to close. It has become my primary source of news, coupons, updates. All because I “liked” a page.

Melissa Harrison recently gave a Facebook workshop for small businesses where she provided great ideas and examples of how to utilize Facebook Timeline to grow your business. Timeline’s template reserves space for eye-popping graphics and pictures, personalized icons, and milestone markers to share your organization’s hurdles and triumphs.  You can inform, remind, solicit, entice, update, promote in short spurts throughout the day.

Here’s how Facebook can work for your brand:

1. Announce who you are!

Graphics, photos, apps and company history – all is possible on Facebook’s new timeline. This really is your online storefront, a first impression. Organizations now have a template for Facebook that includes a graphical banner option, logo icon, app links and your story. The new timeline features gives you plenty of options to showcase the birth and progression of your small business. Helpful tools, such as this iFrameApp infographic, can get you started.

Cover photo - make it bold! Use pictures from events. Capture emotion. Your organization’s purpose and objective is upfront and center. Need ideas? Check out 1-800-Flowers, Athleta and Caribou. Note there are guidelines on what can and cannot be featured on the cover. Another key piece: change it up now and then, based on season, event, or message. Keep your fans interested in coming back.

About section - be specific and brief. It’s a perfect place to put your organization’s mission, tagline, purpose. Nike uses this spot to inspire and support their target consumer.

2. Converse with your followers - Go beyond being “liked”

Milestones – share them. Where did the idea of your organization begin? What hurdles did you overcome? Successes, funny stories, new team members…create a familiarity, a persona. A cool example: Coca Cola. Share what you’ve discovered along the way. You can learn a lot about your audience through comments and remarks.

Featured Apps – create energy! Icons draw the eye to this space. Topics encourage the click. Pictures, blogs, promotions, new ideas, membership sign-up, or even your online store.  Livestrong and KDWB Radio use apps to call action: share a story, listen live, vote, view photos. Because, let’s face it: we all feel closer to someone after looking through their photo album.

Stars, Pins, Highlights – put it at the top. Just like the post-it notes I put on articles, documents, or maybe even a candy bar that I’m giving to someone saying “Check it out” or “Way to go”, it’s your way of telling viewers “Hey, listen up! Big news!” Starring or highlighting posts draws special attention to a topic, expanding it across the top of the entire timeline. Pinning puts a topic at the top for seven days. These features are perfect for special offers, new photos, and links to recent PR articles.

Posts – do them regularly. Know when your audience is online. Keep them short, specific, and pertinent. Being ‘liked’ on Facebook builds your stage for your message. Sort of like a music concert: audiences stick around when the act is entertaining and beyond expectation. Use caution: just because you have a stage doesn’t mean every performance will be stellar. Make your posts informative and interactive. Posts can be hidden from newsfeeds, so make them worth revisiting.

3. Know your reach – what are my consumer’s habits?

Here’s one of the bonuses of Facebook: not only can your audience track you, but you can watch them. Facebook is enhancing analytics. New enhancements include tracking ‘likes’, comments, and offers. The goal is to create that two-way engagement that results in on-going interaction. By analyzing the interaction and sharing of posts, links, and followers, you will understand your audience’s interests and habits.

Facebook is the perfect medium to share your brand’s story visually and literally. Share links to your website, promote events, create online contests.

Does your Facebook strategy meet your brand objectives? How will your organization reach consumers like me every morning and every night?

Kris Adkins is a social media and community engagement intern at Allée.

Create your keywords list

Identify the significant key words or phrases that center around your topic, event or cause. If you don’t know your keywords, you’ll have one heck of a time identifying who your online influencers or potential media support are.

Determining key words can be done organically through a brainstorming sessions or by using online tools. Try an online keyword analysis tool like find-keyword.com to help you establish what words in your text are repeated often. This tool will only show you what words are most used in your text; it will not suggest good ways to promote your topic if you have not already stumbled upon keywords. This online tool would be a good one to use once you have written your press release or have your written pitch ready to analyze.

If you have already established your keywords, another great tool is Google Adwords which helps you find additional key words to support your cause. Just type in a word or phrase in the Keyword Tool and Google will then pull up related terms and statistics on how many times those key words and phrases are searched locally and globally.

Find online influencers

Once you have established your keywords you need to find the people for your media list who are having conversations around your topic areas. Klout and Wefollow are two such online tools to help you find online influencers.

Klout: Klout is a tool that monitors social media accounts. It allows you to search for top influencers on specific topics. Use your keywords in the Klout search to find top influencers.

Wefollow: Wefollow is a searchable Twitter directory that anyone can add his or her profile to and include keywords. That means the directory is also searchable by keywords. It is also broken out into categories such as bloggers, news and celebrities. Wefollow also allows you to narrow searchers by other criteria, like city, industry, most influential or number of followers.

And don’t forget your own organic search. Utilize search engines or Twitter and Facebook searches to look up key words and online influencers. Tools are helpful, but sometimes a quick search organically is just as beneficial.

Don’t forget the bloggers

Bloggers can be big time when it comes to spreading the word about your brand, cause or events. There are a number of blog directories out there that you can use as resources to find people blogging on your topics. You can use your keywords or search by their categories. Some directories are free and others you can pay to subscribe to. Examples include Technorati and Globe of Blogs.

No matter what you are trying to promote, there is probably someone out there blogging about or reporting on it. The first step in finding those people is narrowing down your keywords and using them to search online. I’ve given you my take—what other online tools do you find useful when using key words to build your media lists?

Shannon is a content specialist at Allée.

The Challenge: reaching consumers and convincing them that it’s YOUR product or service they need.

What strategy should small businesses use? In-house experts and staff? A content marketing consultant? It’s a great question.

I recently read Walter Isaacson’s biography of Steve Jobs. Apple products are created by the best innovators and programmers. Experts. The A Players. Jobs had an inate ability of knowing what consumers needed, often before they even knew they needed it. He wasn’t the chief engineer or programmer. He didn’t build the product. He left that to his experts. Jobs himself excelled at visualizing his products and captivating the audience with his product roll-out campaigns.

How did he do this? By enlisting the best in advertising: the experts of content, strategy and message delivery. He knew who to bring to the table and he built a partnership.

Why use a content marketing consultant?

Not everyone is a skilled writer.

Experts become just that through practice, time, focus. Writing is a talent that is honed, just like remodeling homes, understanding rules and regulations in companies and programming websites. In fact, the passion of someone’s role in a company may far supercede their desire to write about it. Leave the writing to those who enjoy it most!

Not all students are great teachers.

Consider Sheldon on The Big Bang Theory. He is genius with cognitive recall, theory and scientific evidence. How would he describe building a storage shed for the average DIYer? My point: Intellectual levels differ. Content writers must identify and provide content that relates to all consumer experiences. They are able to put themselves into the novice’s shoes.

Who has the time?

Some organizations not only have experts, but they can also write fluently and relate to all consumer levels. Do they have the TIME to write weekly blogs, research content, post daily tweets, engage the customer? Your team excels because they dedicate time to the company’s objectives. A consultant establishes customer engagement and loyalty.

Benefits small businesses have seen with content marketing consultants

Management and navigation of content distribution

Consultants navigate the many avenues of social media to engage your audience and create a connection. They bring the expertise of today’s marketing trends and tools to propel a brand’s identity. In a survey conducted by the Content Marketing Institute and MarketingProfs, businesses use an average of eight different content marketing tactics and allocate over a quarter of their marketing budget to achieve their marketing objectives through this content.

Creation of effective, relevant and compelling content

The greatest challenge of content marketing was “producing the kind of content that engages prospects and customers.” Outsourcing a portion of marketing strategies is resulting in effectiveness:

• Blogs: 45% increase
• Case studies: 32% increase
• Videos: 36% increase

What are your marketing goals? Brand awareness, customer acquisition, lead generation, sales? You may find a partnership with a content marketing consultant is a dollar well earned.

Kris Adkins is a social media and community engagement intern at Allée.

So, how do you figure out how to make those connections? When it comes to a public relations strategy, where do you go to build your initial media list and start those connections?

First, determine who you deem as part of the “media.” Is it a blogger? An anchor? An avid Twitter user with exceptional reach? Once you have your definition of media down, use the following to build your media list:

1. Twitter

Twitter is a very search-friendly social media platform and many traditional media personalities hang out there. Use hashtags to search for information on a particular topic or search for a specific person by name. Caution: Don’t pitch reporters on Twitter. It’s a space used best for listening and learning. Follow your favorite media contacts on this space and learn what they write about, their likes, dislikes and future needs for stories.

2. Websites

They may not always be front-and-center, but most media websites list contact information (e.g. email addresses) for reporters and journalists. Take your time researching these sites not only for contacts but also to learn about what subjects are covered and ideas for follow-up articles. Take the time to read the articles posted and click on the by lines (author names) to find out specifics about the writer’s “beat”.

3. Good ol’ fashioned newspapers

It’s in your best interest to invest in a few subscriptions to the newspapers or magazines you’re thinking about pitching. Again, it’s all about research. Get to know the writers and topics. Check out the inside front cover or letter from the editor for specific information about guest writers, staff writers and you guessed it, contact information. Keep a file of articles you liked from a particular source so you can comment on them later or relate them to your own subject matter when pitching reporters.

4. Word of mouth

Ask around. Keep tabs on who is successfully mentioned in the media and pay attention to how that happened. If you don’t have a personal connection somewhere, find out who does. Use your social media networks to ask questions (and give kudos) when appropriate about who the right contacts might be. NOTE: This does not mean tweet your favorite reporter for the inside email address of the morning news producer. Use tact.

5. Key words and search

Set aside time (a month or two) and monitor key words you’ve defined as important to your cause or organization. Set up Google Alerts or use Social Mention to listen to conversations already happening online. Make notes as to who is talking about your topics and how that can be relevant to your campaign. Use search engines to search for key phrases related to your goals in order to find relevant articles or other media professionals writing/broadcasting about these topics.

And remember: Your list is for naught if you don’t determine your measurable outcomes and goals. Ultimately, you need to have a vision for why these connections are being made and what you’ll do with them (including being able to provide your own value to them).

Here’s the secret: Not all graphic design work needs to cost you an arm and a leg.

There are certain pieces you’re very capable of doing on your own and others where you’re better off investing a bit of dough. Here’s our short list of where to spend the big bucks and where you can save your pennies when it comes to graphic design:

Graphic design splurge:

Logo and brand identity

An organization’s logo embodies their brand and identity – often fostering immediate customer recognition. Think Nike. However, designing a logo is no easy feat and takes time. It requires a clear understanding of the brand, brand voice and brand messaging. And whether you decide to use an internal marketing team or outsource to a design agency, you’ll want to invest the right amount of energy and resources to develop a logo and full brand identity package that you can be proud of and that will grow with you as your company grows.

A good graphic designer will be able to walk you through the process of how you envision your logo being used, what marketing collateral is needed now and in the future, and how your brand messaging can be reflected visually through typeface and color. Your logo will be with you for a long time. Investing in quality design upfront will save you time and money in the future.

Website

Your website is often the first impression customers or members experience. If your website isn’t easy to navigate or simple to understand, users will move on. Website design doesn’t necessarily have to be extraordinarily expensive, but it should be well thought-out. Use Google Analytics to understand how people are using your current website and make changes accordingly. Likewise, if you don’t have a website programmer on staff, work with your branding agency. Many agencies will have a website designer on staff or be able to recommend someone to fit your budget and needs.

Paper

Despite the growth of social media and electronic methods of communication, printed design still remains extremely important. The choice of paper influences every print design project. Your customers equate the quality of marketing with the quality of your products and services, including the paper you’re using. No matter what you’re printing or how great your design is, if you have a bad print job, your investment will be wasted.

Great pictures

High-quality pictures are important to all aspects of design. If you’re taking pictures of an event or for a campaign, spending a little extra on a high-quality camera or a professional photographer is a wise investment. In some cases, downloading stock photography works well. But, customers and members want to see the “real” organization, so be careful to use a healthy mix of real pictures and stock photography.

Graphic design savings:

Internal communications

Keeping your employees informed of company news is extremely important but doesn’t have to cost an arm and a leg. Electronic communication (such as e-news, intranet or internal wikis) is a great option. Relatively inexpensive and very easy-to-use, e-newsletters are a way to keep folks in the loop. There are quite a few email marketing services out there such as Constant Contact, Vertical Response and Emma.

Typography

Typography can really make a project pop. If you’re tired of Times New Roman and Comic Sans, have no fear! New fonts are just around the corner and many are free! Check out fonts.com where hundreds of fonts are available for free download. Text graphics are a great alternative to what can sometimes be expensive graphics. “Creating an eye-catching text ad can have its benefits,” says graphic designer Kim Schieber. “Often more cost-effective than graphics, a text-based ad can be very effective. Think of the Got Milk? campaign.”

Letterhead

Here at Allée, we can count on one hand the number of hard-copy letters we send out each week. Why? We send the majority of invoices and proposals electronically. If you’re short on funds, have your designer or branding agency create an electronic letterhead template for you rather than something you need to have printed and on-hand. Likewise, if you want to save on envelopes, consider using labels designed for your brand. Labels fit on any size envelope and are more versatile than ordering a variety of different envelopes and packaging.

Consistency and simplicity is key

Whether you opt for high-budget graphic design services or DIY branding, keep the same, consistent message and visual representation in mind. In other words, don’t go flashy with your letterhead if your envelopes look like they were made from last week’s recycled newspaper. And, as Leonardo da Vinci said, “Simplicity is the ultimate sophistication.” A simple, clear look is better than anything crowded and over the top.

So, whether you’re spending big bucks on graphic design or saving your pennies, keep your look simple, clear and consistent.

Maggie Sonnek is a marketing assistant at Allée.

A social media content calendar is like training for a marathon.

Stay with me…it will make sense after a little explanation.

Before our organized training began, we sat down with a plain, old calendar and wrote the mileage we needed to run each day. Monday = 8, Tuesday = 6, Wednesday = off, etc. It’s very simple, but keeps us focused on our goal.

Like our marathon mileage schedule, a content calendar doesn’t have to be anything elaborate or special. I use a simple Excel spreadsheet and organize the tabs for posting, including the following information:

• Post date
• Social channel(s)
• Post content
• Category/theme (helps you quickly identify the post content)
• Tracking link

Besides making your life easier, a content calendar ensures that you are staying true to your brand’s identity and voice. In an ever-changing digital world, this simple tool offers foundation, strategy and commitment. After determining your target market, your social media voice should be steady and consistent. This doesn’t mean every post has to be the same, but it guarantees that you are using keywords, sources, links, videos – all pertinent to your organization and voice.

A few other tips to consider when creating a content calendar:

1. Focus on the big picture
   Look ahead at the next three months and ask yourself how your social media content can support product launches, holidays, press appearances and events. It’s important to promote what’s happening around your brand offline on your social media platforms. Whether it’s running promotions, offering sneak-previews at products or posting locations for events, utilize each of your platforms in creative and unique ways. It’s also equally important to give your audience what they want–make sure to listen and have real conversations with them.
2. Find the right mixture of content
   Try to find the right balance of content that is fun and/or useful for your fans versus talking about your business. Promoting engagement is key. If you are organizing the social media content for a running store (again with the metaphor!), you might want to share a running tip of the week, along with product discounts or special promotions.
3. Be flexible and have fun!
   Our marathon mileage calendar isn’t extremely rigid or detailed. The routes and specific times vary – and can be determined on each particular day. The important thing is that we have a run scheduled in our day. The same goes for your social media content calendar. Have fun with your subject matter. Leave a little room for flexibility. As users respond to your content, they might lead the conversation in new and exciting directions…that’s great! Be prepared to answer questions and concerns as they pop up.

Remember, posting is a trial and error process and you will learn from experience. Tracking, monitoring and reporting on what posts are working best for your audience will help you improve how and what you are sharing – and in turn, grow your social presence.

Maggie Sonnek is a marketing assistant at Allée. Image courtesy of Y marketing matters.

What key components should you outline prior to working with a web designer?

Purpose: Have a deeper purpose for the website beyond just having a simple presence or an online brochure. Engage and build trust with potential and/or existing customers. Is it a tool for capturing leads through search queries? Is it a resource where existing clients can find answers to their questions? Is it a commerce platform where customers can make purchases?

Content: Ideally, most if not all content should be ready prior to the design process: text, images, branding… Design and content are more cohesive. User experience will be more seamless. Content is the most important part of your website, so working with a strategic firm such as Allée can really help knock your website project out of the park.

Design: I like new clients to send me URLs of a few existing websites they like and why. They might like the navigation of one site, the color scheme of another and the layout of yet another. This helps me get a feel for their tastes and preferences.

Immediate updates and up-to-the-minute information sharing make websites ideal. What tools or features can business owners use to keep sites current and fresh?

Use a CMS such as WordPress. It’s especially beneficial to smaller, budget-minded businesses because you can update the website yourself.

Set up auto-feeds from external accounts such as Flickr or YouTube. It’s simple and automatic, and keeps sites current. For example, my wife is a photographer and she has her Flickr account hooked to her website so the latest photos are always shown.

Include a blog. With some practice and patience, it can become an excellent place to engage with new and existing customers. It’s also one of the best places to generate new traffic to your site. Every new blog post is yet another potential landing page for a new customer.

What advice do you have for clients looking to add or re-design a website?  What are the “have-to-have” web design options?

Definitely go with WordPress as the CMS for your next site. Okay, maybe I’m incredibly biased but I always tell new clients that in the event that I pass away or get abducted by aliens, there are so many great WordPress developers out there (and growing) that they’ll easily be able to replace me. As for the design itself, give strong consideration to a responsive approach. Do a lot of exploring of other websites to see what you like and don’t like in terms of design and layout. And finally, don’t try to be everything to everyone. Nail down who your target site visitors are and focus on building a website that caters to them in a way deemed “remarkable” (a la Seth Godin’s Purple Cow).

Kris Adkins is an intern at Allée.