Friedrich_Communications

Evaluating Your Marketing Efforts

How do you get the word out about your small business? Are your marketing efforts effective?

If you're unsure how to answer these questions, you might want to consider a quick visit to the SCORE Web site. If you're not familiar with the organization, SCORE is a nonprofit association dedicated to educating entrepreneurs. Among their many online resources, you'll find an easy 5-question quiz designed to help you re-evaluate how you publicize your goods and services. You'll also receive tips on how to reach a larger audience with little or no cost!

SCORE and other business experts agree that "periodic reviews and audits are the best way to make sure you're getting the most out of your marketing dollar." So, even if you've relied on a set mix of marketing materials in the past, don't assume it's still the best bet for the money. You might be missing out on newer, cost-effective ways of reaching your audience!

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

Blogs Place in Marketing

What's all the buzz about blogs? And where do Weblogs fit in the marketing mix?

If you've been wondering this lately -- wondering if you're missing out -- you might be interested in a recent conversation held by Drs. Ralph F. Wilson, editor-in-chief of Web Marketing Today, and Amanda Wattlington, a Web marketer and founder of searchingforprofit.com.

In the video interview, posted recently on YouTube, Wattlington asserts that blogs "have earned their place at the table," adding that the interactive form of a Web site has "shown itself to be a valuable piece of the marketing communications mix."

Benefits, Wattlington says, include allowing customers to interact with and see a more informal face of the brand. That's aside from providing links -- thus, traffic -- to your business site.

Stepping back from the video for a moment, I see that other industry experts concur. Pattie Simone, writing for Woman Entrepreneur, describes it a little differently. "Think of a blog as 'blue jeans marketing': Where your website wears formal attire, your blog allows for casual conversation and news dissemination."

"Done well," she continues, "a blog is another platform for interaction. It's a laid-back, online vehicle where you can showcase your expertise ... [and] a blog is extremely affordable."

So consider adding a blog to your arsenal of marketing materials. It's one more way to connect with your audience where they are: online.*

About the author. Brenda Friedrich is a communications specialist based in Des Moines, Iowa. For a complete listing of her services, visit her Web site, BrendaFriedrich.com.

Marketing in a Down Economy

Business owners are finding they need to quickly adapt to the changing spending habits of consumers in a down economy. But how does one tap into fluctuating customer needs with your own tightening marketing budget? Kim T. Gordon, a multifaceted marketing expert and the Marketing Coach at Entrepreneur.com addressed just that challenge in her recent article, "A Marketer's Survival Guide."

In her report, Gordon recommends taking a clue from nature, where she derived four survival strategies. Among these, was her advice for companies to demonstrate their staying power. Gordon noted that this "means sticking to a marketing course that involves clear and frequent communication" and cautioned against "marketing in fits and starts." Strip away the clutter, she advises, and remain focused "on a consistent core message."

Gordon also suggested that appearance counts ... especially now! "It's never been more important to have polished, professional materials," she says, because "business-to-business buyers and consumers alike want to feel they're making safe purchases."

So what should entrepreneurs focus on?

• Your Web site. Make sure it's streamlined and up-to-date.
• Sales and marketing materials. Review all these assets to insure they are free of outdated content.

To read more of Gordon's tips, view her complete article, "A Marketer's Survival Guide" or check out her latest book, Maximum Marketing, Minimum Dollars, at Amazon.