How to use Twitter to to Send Gratitude and Make Connections

I'm newly active on Twitter and got a kick today realizing how easy it is to connect with thinkers you admire there. I thought I'd share this screenshot above for posterity.

It's true- while reading through Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World I just felt the urge to reach out. Picture this. I was sitting there, reading this guy's book, and I get acknowledged in a small and simple way AS I'm reading it - it was one of the best feelings in the world!

Not everyone will write you back, or as quickly. I Tweeted to @MarieForleo and got a tweet back from her team. Marie just doesn't use Twitter!

On the other hand, I Tweeted to @RobinSharma and a day or so later  he wrote back with great humility and class, just like you'd expect from him.

I encourage you to reach out to anyone who you feel is currently inspiring you. It's so easy on Twitter and the rewards are great!

Never stop learning, growing, and reaching!

Laura

Re-Branding the University of Montana

The University of Montana is about to get a major overhaul- not physically, but in a way that will still be seen, felt, and heard by all of us in years to come. In my classes I have learned so much about branding and market research, but today's re-branding event topped my list of educational experiences here at the University. I was honored to be part of a group of people brainstorming the University's new brand image with Mind Over Media consultants from Pittsburgh, P.A.

The instructions were simple, walk up to each board around the room and answer one question using a marker or post-it, and make sure to interact with the other contributors' thoughts. Questions included "What is most distinctive about the University?" and "What makes you feel connected to the University?" along with "What is the University best known for?" These open-ended questions were food for thought, designed to draw out the best, most positive characteristics about the University from the people who are here every day. These clear positives are what the firm intends to emphasize to gain attention from students, donors, and other people and businesses who interact with the University.

The use of exploratory research data is just what my instructor, Dr. Emily Plant was teaching us about yesterday in our Marketing 366: Marketing Research class, and there is nothing quite like seeing it in action with professionals. When a company wants to solve a very broad marketing problem but isn't sure how to refine their survey questions, they will hold a focus group or in-depth interviews with the target market, in order to find clear themes or patterns from which to base their survey.

Once the University of Montana is able to identify their most positive, most valuable features, they must determine how to best spread that message to anyone who is considering interacting with the University. That's where the survey comes in. Finally, as these positives are shared and gain attention, the underlying benefits of the University will gain attention as well.

It's a technique that can be applied to so many scenarios. Just like refining a resume, we need to discover our most clear and valuable strengths and tailor that message to whoever may hear. Before we can begin to understand our customers, we must first understand ourselves. How do you think this re-branding effort will turn out? What do you think are the most marketable aspects of the University and living in Missoula? I'd love to hear from you.

Never stop learning, growing, and reaching!
~Laura

7 Steps to Small Business Marketing Success with Varju Luceno- MBN Symposium Series

This blog entry is part of my series called "The 2011 MBN Symposium". To read other posts in this topic and gain more valuable insight into the presenters at the 2011 Symposium, see the series here: Missoula Businesswomen's Symposium

So far, I've shared my notes from two great presentations in the Missoula Business Networking Symposium series. Now, I have another for you- her name is Varju Luceno, and she taught some "simple, effective, and affordable marketing strategies" that I know we can all learn from! Among her strategies are sending old fashioned hand-written notes. I love that!

Varju is of course a Missoulian, although born and raised in Estonia she graduated from UM with her MBA and started her own business, Global Office Partners and practices here in Montana.

Here are the seven steps she shared with us:

1. Strategy before tactics: Varju said this great quote "Tactics without strategy is the noise before defeat." This means have an plan! Write down (in detail) who your ideal customer is. Go and listen to what their needs are, what's being offered them, and how it's being offered. Then decide how to reach them. 
2. Fill your marketing hourglass: On average, it takes seven "touches" before a customer will really choose you to provide a service. They need to see, hear from you, read about you, etc. 7 times before you can make that sale! So make sure you are the one that is in control of your online identity, and try to use new technologies to make those 7 "touches" yourself. When she mentioned this I was so astounded. It's true, business is moving faster than ever. So it's important to move with it, and let it work for you instead of against you!
3. Publish educational content: Another thing Varju said that I am in full agreement with: we really need to find our professional voices and promote ideas, not ourselves! If we can create content that builds trust, and offer free "try before you buy" starter offerings, individuals will feel more comfortable and may even become that holy grail of a customer- the "brand evangelist". This is just as the name suggests, a past customer who is so good at convincing others to try out your product or service, they are practically a salesperson for you.
4. Create a total web presence: Make short youtube videos (this helps with your SEO too!), get involved with social media like Facebook and Twitter, start a blog, etc. Claim your online real estate, because if you don't, someone else will. It is possible view and MANAGE the feedback we receive online. This is called "reputation management" and it's extremely important. Publishing fresh content is also important to maintaining a web presence.
5. Use a lead generation trio: You must get the lead to know-like-and trust you before you can sell them anything! How will you accomplish this? Your web presence should be working for you, not against you.
6. Make a selling system too: This is where the "try before you buy" offering would be helpful. Can you publish a pdf or offer anything for free to your customers? Do so and then follow up to see how they liked it and if they're interested in purchasing the paid version. There may be another selling system that works for you, so get creative!
7. Live by the calendar: It is so important to be organized. With a calendar, you can anticipate your fluctuations in sales, upcoming holidays, and other things that can become central to your marketing strategy.

Those are some great tips and I've employed a few of them already in my business, thanks to Varju's presentation. Something else she said I want to share:

Emphasize how you are different. (Differentiate and Dominate) 

Consider these areas that you may be able to draw from:

• Your unique product/service and process
• Your unique experience and team
• Your unique guarantee
• You unique packaging/delivery
• Your unique SOLUTION to a problem

As you can tell, Varju Luceno's presentation gave me plenty to think about and even suggested some things to put into action right away! You can read more about Varju at her website Global Office Partners and even follow her on twitter at @varjuluceno . 

She recently tweeted an extremely helpful link about the new Facebook page format. Did you know facebook FMBL (that is used to create unique landing pages and links on a business Facebook page) went out of date as of March 10th? That's right, there is a new and better way to personalize the Facebook user experience and this article tells us all about it: http://www.ducttapemarketing.com/blog/2011/03/09/adding-custom-content-to-new-facebook-pages/

Varju also suggested this great book, The New Rules of Marketing and PR . 

You can actually get it for only 10 bucks on Amazon.com right now if you take the link. Don't stop learning about how to use the free technologies out there that can help us make more sales! 

I am so thankful to have met Varju and heard all this great information. There is so much more I'd like to share with you from my notes, but for now you will just have to keep on wishing you were there! I am continuing my series on the MBN symposium until I've given you all I can about these inspiring women and their presentations. If you're hungry for more, check out some of my past entries from my MBN series!

Coming up soon: Interviews with a few amazing Missoula artists from Etsy.com! These successful ladies will share their great business ideas, tips and tricks that will be vital help for any of us who are just starting out on Etsy, the old veterans, and those who need a little inspiration boost to get back in the game. 

Thanks for reading! Never stop growing, learning, and reaching!

~Laura

This blog entry is part of my series called "The 2011 MBN Symposium". To read other posts in this topic and gain more valuable insight into the presenters at the 2011 Symposium, see the series here: Missoula Businesswomen's Symposium

The Wide World of Etsy, and the Missoula Women who are making $$ doing it!

Just how big is the artisan shopping and networking site, Etsy.com? Pretty huge (170,000 shops on the site, last time I checked). You could really get lost sifting through hundreds of thousands of handmade items, but why do that when I've made you this nice list of Etsy shops owned by talented Missoula women?

Whew! When I decided to compile this list I had NO IDEA what I was getting myself into. There sure are a lot of you Missoula ladies making some fabulous items on etsy! Truly, all my future gift giving could be totally covered by this list of great shops.

My descriptions are brief, but descriptive. If I have represented your shop in this list and you'd like to contribute something to the description, (or if you'd like to be added to the list,) feel free to leave a comment with your url!

Salty and Sweet Has sold over 800 mobiles, you can follow her on her twitter account !

Eventyr Woodworking specializing in unique and fun jewelry organizers.

Clothes Parenthesis vintage clothing by Krisi Marcus, a Grad student at UM!

Re.dress beautiful up-cycled, vintage, recycled clothing and accessories.

Serendipity Beaded Creations Beaded jewelry galore by Olivia Sears, find her on facebook and twitter. Cool tip: She also can be heard on the Missoula NPR radio station Wed. Nights 12:30am-2am playing Filmtracks, and reading our weather Fridays 5am-7am! 

Gypsymoon Designs ~ One of my favorites! Link with her facebook and check out her blog!

Lady Pajama publishes a monthly zine and specializes in paper arts and collage.

Paula's Garden a tremendously popular etsy shop and for good reason... Lavender! Paula Scoggins, a UM undergrad is pursuing her Fine Arts degree while tending and crafting the crops of her 18 year-old lavender field.

Montana Pulp Works is a shop filled with beautiful paper garlands of all kinds. Also visit the facebook page.

Send Sunshine teeny, tiny felted animals that are amazingly life-like! By the incredibly talented Laurie Pace.

Elizavella's Enchantments here, Elizavella Collins sells high-quality clip art image. She has another shop too!

Sam's Crochet this 20-something makes hats, scarves, bags, and more! Also check out her blog.

Elle Art Designs enjoy planting inspiration from Elle! She has also has a Facebook.

Bonifide Blues Studio by Brenda Elvey. Fused glass pieces, bracelet fabrication, and sock banks!

Grant Creek Yarns by Heidi McBride

Avocado Designs lovely jewelry with excellent presentation!

Lune Luxe photography by Patia Stephens, check out her blog too!

Woolyfelt Creations by Jess Null all kinds of felted animals, pictures, and fantasy creatures. See her facebook

Smells Funky creative ceramic jewelry, bowls, and more!

Dig This Chickby Nici Holt Cline, appliquéd sweatshop free, organic apparel. See her facebook and website!

Unconventional Ida by Stella Latwinski, her two sites are full very cool pencil and ink drawings on cherry wood. I first met Stella at the MADE fair. She has a blog and a twitter account you can check out too!

Piper and Paisley very popular handmade hats which I happen to love.

Raven Ridge Fiber Arts Rickie van Berkum's hand-spun yarn and knit items!

Jaxons Jazz Jackie "Jaxon" Priess makes fun up-cycled hats and blogs right here

Elizabeth Claire Rose I met Elizabeth at the MADE fair this year. Her Etsy shop has intaglio prints + art cards, photography. Also visit her website!

IvolveS wraps and hair clips, I love the item photos! Very pretty.

And after you look through all those, please don't forget mine! It's Songbirds Branch, where I sell floral arrangements and stationery gifts.

Great ETSY resources:

How to Make Money Using Etsy: A Guide to the Online Marketplace for Crafts and Handmade Products

101 Ways to Market Your Online Jewelry Shop: Free and Cheap Ways to Market, Promote, Advertise

Etsy Success - How to Make a Full-Time Income Selling Jewelry, Crafts, and Other Handmade Products 

I would love for this to be a fully comprehensive list, I am always ready to add new listings! Do you have a Missoula etsy shop to share? Leave a comment and I'll make sure to add you. You can also see constantly updating lists of Missoula area etsians right here: Etsy Shop Local- Missoula

Please show the love and follow my blog! It's easy to do by entering your e-mail on my right sidebar.

Coming soon: a Missoulian's guide to getting started on Etsy!

Learning from Missoula's Karen Porter, Growing Your Business Online - MBN Symposium Series #2

This blog entry is part of my series called "The 2011 MBN Symposium". To read other posts in this topic and gain more valuable insight into the presenters at the 2011 Symposium, see the series here: Missoula Businesswomen's Symposium

As a UM Business Marketing student, I actively seek out opportunities to learn more about online marketing, social media, and networking- and last month's Missoula Businesswomen's Network Symposium was a real smorgasbord. I am a new member of MBN and the education and fun it's provided thusfar has been well worth the membership fee! Think of my excitement when I heard Karen Porter, (an award-winning UM Marketing professor and co-founder of a mother-daughter owned business, Skinny Dip Candle) would be giving a talk on growing an online business!

Karen Loye Porter's presentation at the Missoula Business Network Symposium was the most valuable for me as a small business owner, partly because of the sheer volume of technical knowledge she shared and also because she met me right where I was in my stage of growth- such that every topic was a point of learning for me.

I'm excited to share some of my notes from her talk, "Growing Your Business Online (Without Draining Your Bank Account or Losing Your Mind in the Process!)" I hope that these notes can be of some help for you too!

Karen started with some down-to-Earth basics:
A Website, Blog, Facebook Business Page, Twitter, LinkedIn, Google Places, and Adwords are among some of the most valuable resources to us on the web right now. The internet is full of distractions so getting our priorities straight is very important! The idea is to make the best of these by maximizing our time and efforts spent online. Make sure you have clear goals for your website. Otherwise, what's the point?

Using Facebook for business:
Do you use a business Facebook page? Do you know the difference between a Facebook fan page and regular profile? I actually have a Facebook business page for Alpenglow Apparel (see it here). At first, there were HUGE growing pains learning how to use it. After being so accustomed to using regular (personal) Facebook profile was difficult for me to navigate the unique social bounds for their business pages and work to gain an active following.

Naturally, I was on the edge of my seat as Karen let us in on some great tips for how to use Facebook specifically as a business. Lots of business use (and abuse) Facebook without realizing it! There's tons to discuss on this topic and I wish I could go into more detail, but if you're a little lost in that area too, you could check out  Karen's free Facebook Business Page Tutorial by joining her mailing list at www.ImpactOnlineMarketing.com It was definitely helpful for me! It comes with a handy checklist for optimizing your Facebook page that will help you cover all your bases.

Some sound "get found" Search Engine Optimization (SEO) advice from Karen:

• Get on Google Places, "claim" your business on the map, making sure to fill in all the fields!
• Know the words your customer is searching
• The Google Keyword Tool shows monthly searches for words. In the left-hand column, unclick "broad" and click "exact"
• Use the words you found from the Google Keyword search on your Headlines, "pepper" them across your page, with a different keyword on every page.
• Ask for reviews, good reviews will boost your SEO
• Go to a professional to help you where you lack knowledge, but be careful- make sure they explain their "tricks" to you. Some "tricks" SEO service providers use are outdated and may even HURT your ranking!

Well, that's all I have for you! Don't you wish you had been there for the real thing? Or maybe you were there! I would love your comment feedback. You can read more about Karen and learn more great tips on her brand new blog!

See some of Karen's great body massage candles and sets: Skinny Dip Candles they offer 36 candle scents as well as their own gift pack, called Pamper Packs. They manufacture locally right here in Missoula but sell across the U.S.
    

Laura's related reading:

Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series)

Search Engine Optimization Secrets: SEO For 2011

This blog entry is part of my series called "The 2011 MBN Symposium". To read other posts in this topic and gain more valuable insight into the presenters at the 2011 Symposium, see the series here: Missoula Businesswomen's Symposium