You Talk the Talk, Now Walk the Walk

You’ve probably heard the clichés about the doctor who doesn’t take care of himself or the mechanic whose car is always in need of repair. And in the offline world, it usually isn’t as big of a big deal. If you really need heart surgery, chances are you won’t care if your cardiac specialist weighs 400lbs as long as he’s good at what he does. Online businesses aren’t the same. Whatever you claim as your specialty, it’s vitally important that you demonstrate your skill set in everything you do. Let’s look at what we’re talking about…

Below are screenshots from the pages of two graphic designers on Twitter. Both are plain. Both are unimpressive. Both are forgettable. They have a prime opportunity to show off what they can do as a designer, so why wouldn’t they take such an occasion to display their talents? Here’s the thing: a small percentage of your followers will ever click on the link to your website. But a much larger percentage will see your Twitter page. And not only will followers see your page, but if you really make the most of your Twitter canvas, you might end up on one of the many lists of cool Twitter pages, like this one. Of course, just because these two examples don’t have impressive Twitter backgrounds doesn’t mean they aren’t talented designers. They might be fantastic. The point is, they haven’t given us a reason to find out.

 

Here is another great example of a lost opportunity. The below screenshot is from an active web designer. Surprisingly, the portfolio for this designer reflects some real talent. But how many will ever click through to his portfolio after visiting his home page?

Unfortunately, this sort of thing isn’t uncommon – there’s the so-called social media expert who has few followers himself and almost never sends out a tweet. And the business coach who doesn’t have a business website.  Or how about the copy writer who has grammatical errors up and down her site? Often, these people are fully qualified to do what they say they do, but they blow it by missing the chance to demonstrate their genuine abilities and failing to optimize every opportunity.

So how do you avoid costly blunders that can detract from your talents and abilities? The key is to take a step back and look at your business from the perspective of your customers and potential customers. Look at everything your prospects might see. How might they first hear about you? It could be on Twitter, Facebook or LinkedIn, or it could be through a search engine, or by going right to your home page. Check all of these sources with a fresh pair of eyes. If you were looking for someone doing what you do and didn’t know anything about their abilities, would each of these areas communicate your talents in the very best way possible? If not, step it up a notch and fully optimize them. Once they show your prospects and customers what you’re really capable of, then you’ll truly be walking the walk!

17 Videos to Help You Grow Your Business

The amount of free quality video content available on the Internet is truly phenomenal. Whatever you want to learn, there is almost certainly a video to teach you. The following videos are presented to help you market and grow your business, with some inspiration thrown in for good measure. Enjoy, and let us know your thoughts in the comments.

Hot Internet Marketing Strategy For Your Online Business – 9:10

Presented by MarketingTips.com, this is a great primer on opt-in email marketing. The video is a couple of years old, but it has just recently gained popularity, and it’s still full of relevant, useful information.

Social Media Marketing Facebook Tutorial – 6:02

There’s no denying that Facebook can be an effective tool for your business. But how do you use effectively? This very well-made video by KershMedia.co.uk uses some great examples and explanations to help get you on track to forming a Facebook strategy to help grow your business.

Video marketing tutorial: What is video marketing? – 7:37

The posters of each of the videos above is participating in video marketing. They’re doing so because it’s a great way to get the word out about your business, improve your SEO, and establish you as an authority in your field. This video gives you the rundown on what video marketing is all about.

How to Write a Strategic Marketing Plan – 5:38

If you’ve struggled with the marketing plan section of your business plan, this video from growthink.com is for you. The what, why, and how of marketing plans are covered, and each section of the marketing plan is detailed. An excellent resource to finally get your marketing plan in place.

**HOT** Facebook Marketing Strategy – 9:14

Confused about the dos and don’ts of Facebook? This high-quality video by Angela Giles explains it all. She offers great tips with examples, screen shots and other useful information. Don’t let Facebook continue to be a mystery. Watch this video and get the answers you need.

Setting Your Social Media Strategy – 1:00:18

Yes, this video is over an hour long – and yes, it’s worth your time. Presented by Salesforce.com, this video was made at Dreamforce 2009 just a few months ago, so the information is current and very relevant to your business.

Using Twitter Effectively for Marketing and Sales – 1:07:23

Another session from Dreamforce 2009, this one focuses on Twitter as a marketing tool. The panel, made up of representatives from Salesforce.com, Virgin America, and Twitter, is very helpful and of course extremely knowledgeable about this topic.

Become A Blogger: Darren Rowse Interview Part 1 – 9:42

(Part 2 – 9:40)

(Part 3 – 9:01)

(Part 4 – 5:34)

Whether you are or aren’t already successfully blogging this video set is a must if you have any interest in blogging at all. Presented by Gideon Shalwick of BecomeABlogger.com, these four videos make up an interview with Darren Rowse of ProBlogger.net, considered by many to be the foremost authority on blogging.

Les Brown: 1 of 6 – 9:02

(2 of 6 – 9:31)

(3 of 6 – 8:44)

(4 of 6 – 8:34)

(5 of 6 – 8:16)

(6 of 6 – 3:56)

If you’re not familiar with Les Brown, you’re in for a treat. Les is one of the best motivational speakers out there. This set is from many years back but still very relevant, and truly inspirational. If you need a kick in the butt or a reason to believe in yourself, watch these videos, and learn to lift yourself to success!

Set and Accomplish Your Goals: 5 Easy Steps

In business and in life, we all need goals if we want to be any better off than we are right now. There are a million different methods for setting and accomplishing goals, which is great, as not every method works for everyone. The following five step process is easy to implement and will help many get from here to there whatever your goals may be.

1. Get some clarity
To be effective, goals must be clear, concise, specific, and measurable. Be very clear on what you want to accomplish, the date by which you will complete the goal, and how you’ll know you’ve accomplished it. It isn’t enough to say, “I want to have the ‘go-to’ blog about do-it-yourself web deisgn.” How will you know you’ve accomplished that goal? More importantly, what does it really mean to have the ‘go-to blog?’ A more effective goal would be, “By May 1, 2010, my blog will be first in the Google search results for the term ‘DIY web design.’” Of course it’s also important that your specific goal is realistic. If you’ve just started a blog on Internet marketing and want it to be 1st in the search results within 30 days, you might need to reassess. The key is to have a crystal clear picture of what you want and by when you want it. Put that down on paper, then go to step 2.

2. Break it down
How do you eat an elephant? One bite at a time! For every major goal, there are almost always smaller goals that must be met first. For example, you’ve got to get to 10,000 RSS subscribers before you hit 40,000. If your goal is to bank $50,000 by October 1st, figure out when it will be realistic to have reached $40,000, $25,000, and $10,000. Set those dates and shoot for each one, with the larger goal always in your mind, but with the “sub-goal” as your short range target and primary focus, until it’s hit - then celebrate, and move to the next one. This technique helps to keep you from being overwhelmed with huge goals. If your goal is $1 million in sales in three years, and the most you’ve made to date is $800, there will be a part of your mind saying, “A million dollars is so much money. How will I ever do that?” Breaking your huge goal into smaller goals helps your mind accept the possibilities, and it will help you stay on track too.

3. Cross the bridges - before you get to them
No matter what goal you set for yourself or your business, there are bound to be challenges and obstacles along the way. If not, your goal isn’t big enough. While you can’t plan for every possible contingency, you can probably foresee the most likely complications that might prevent or at least slow your progress. Working through the “what-ifs” now will make them much easier to overcome when they actually do occur. Let’s say you write a blog on extreme mountain-biking, and you have a goal to reach 20,000 subscribers by August of this year. You’ve been injured before, and know that it’s not uncommon for those in your sport to be knocked out of commission every now and then. If you want to reach your goal, you’ve got to post relevant, interesting articles often, so what happens if you break both wrists and aren’t able to type for weeks or months? Having considered and planned for that possibility, you have a reserve of several articles on the ready. Because you want your posts to be timely, you also decide to begin right now forming relationships with other bloggers in your arena and asking them to occasionally guest blog. Now, if you do need to be away, you won’t be panicking about losing readers while you’re recovering from your injuries.

4. Aaaand… Action!
It’s been said that a goal without a plan is just a dream. In breaking down your goal and planning for contingencies, you have formed a plan that will carry you from where you are to where you want to be. Now, all that’s left is taking the necessary actions to get you to your goal. For this, it might be helpful to take step 2, and break your goals down even further. Ask yourself, “What actions do I need to take each day that will get me closer to my goal?” Taking action daily toward accomplishing your goals will keep you focused on the goal as well as on those smaller goals that will get you to the big one. Don’t let a day pass where you don’t take some step, no matter how small, toward your objective.

5. Assess as you progress
As you move toward your goals, it is important to check to see if you’re on the right track. If you were traveling from Los Angeles to New York by car, you wouldn’t consider taking the trip without a map. In goal achievement, your plan is your map. But you don’t just look at your map before leaving Los Angeles and then put it away. You must check it periodically to make sure you’re still headed in the right direction. It’s just as important to assess your progress toward your goals. This can be accomplished a number of ways. One way that works well for many is with a wall calendar. If your goal is based on a number (subscribers, money earned, search ranking, etc.) write where you are each day on your calendar. This will go a long way to helping you stay focused and on track. You might also notice trends that you can manage to, or a need to adjust either your goal or your methods of reaching it. And if you find you’re lost, don’t be afraid to ask for directions!

As Brian Tracy puts it, “Goals are the fuel in the furnace of achievement.” Whether you use this process or something else, the important thing is that you set goals for yourself and for your business. Share your thoughts in the comments. Which methods do you use to set or track your goals?

The Socially Responsible Entrepreneur – Are You One?

As recent as ten years ago, terms like, “renewable,” “fair trade,” and “sustainability” were considered the vocabulary of the fringe. These words were uttered mostly by those some referred to as “tree huggers” and “granolas,” and “real” entrepreneurs were more concerned with making some cold hard cash than with making a difference. That’s not to say business was completely self-centered. The largest percentage of charitable donations always came from business, and for years many companies have included as part of their mission to make a difference in the world. Still, the emphasis on making the world a better place for all to live, while we build our businesses, has only recently shifted.

These days, you’re as likely to catch a CEO talking about corporate or social responsibility as the bottom line. No one can pinpoint for sure why this shift has taken place, but it might have something to do with so many young idealists starting companies that have become huge corporations. Not long ago the most prominent companies were all run by 60-somethings who prided themselves in doing business the old fashioned way. Now, even though the Fortune 500 hasn’t changed much, the companies getting the largest chunk of the media attention (at least positive media attention) were started by people in their 20s and 30s.

What is socially responsible entrepreneurialism?

Whatever the reason, social responsibility in business is here now, and it’s growing. But what exactly does it mean to be a socially responsible entrepreneur? The Schwab Foundation for Social Entrepreneurship defines social entrepreneurs as “Those who drive social innovation and transformation in various fields including education, health, environment, and enterprise development.” In other words, a social entrepreneur is someone who takes actions to make the world a better place while building their business. Does that mean your business has to be about green energy or saving endangered species? No, socially responsible entrepreneurs don’t necessarily devote their business to causes. Being a socially responsible entrepreneur is about doing what your business does best, and considering other factors, such as the environment, poverty, or social equality when making business decisions.

3 Steps You Can Take to be a Social Entrepreneur

1. Green it up. Even if you’re a home-based CEO, there are simple steps you can take to help the environment. The easiest and most obvious is recycling. Nearly every city has some sort of recycling program for your paper, cardboard, glass, and metal waste, but you can go a step further. Rather than throwing that draft print job in the recycling bin, why not use it as scratch paper, and then toss it to the recyclers once it’s really used up? Also, consider switching to more energy efficient light bulbs, and buying recycled paper. For more tips for a green home office, click here. Any change you make will help to make a difference, and those changes that save energy or reuse materials will save you some money as well.

2. Give it away. Time to replace that old printer, copier, or PC? Don’t just throw it out. If it still works or just needs some TLC, there are definitely organizations in your community that can use it. Check out the National Christina Foundation or TechSoup Stock to find out how to donate your electronics to a good cause. If you have a company with several employees, consider holding a food or clothing drive a couple of times a year. It’s not just during the holidays when people are in need. Local charities are always happy to take your donations.

3. Pick a cause. As an entrepreneur, you know it’s important to focus on what you’re most passionate about. The same is true when it comes to doing good. Pick a topic within the realm of social responsibility that appeals to you, and concentrate your efforts on making a difference in that area. Of course if the area you choose is saving the rainforest, you’ll still recycle, but your primary focus will be on rainforest conservation efforts and the charities that support that. If it’s the environment, that might mean reducing your carbon footprint by 30% and going paperless within 12 months. If your heart is pulled toward undernourished children, it might mean donating 5% of your profits to a charity of that kind and sponsoring a city-wide food drive for them every year. When you choose a single cause and do a good job of supporting it, your company becomes linked to that cause, and your customers and potential customers see that. So it’s good for business, as well as good for the soul.

While we all like to make money, finding meaning and fulfillment in our lives is a universal need, and one many entrepreneurs hope to satisfy through starting a business. Becoming a socially responsible entrepreneur helps us to do both. When we’re doing what we love, making money, and helping to make the world a better place to live, what more can there be?

Be Different and Stand Out

As an entrepreneur, how often have you tried simply tinkering with your price to see if you can gain just a little bit of advantage over your competitors? Truth be told, this is how we all tend to think at first reaction, as the almighty dollar always dictates a biased decision. But of course it does not. In any wildly cluttered marketplace, where price based marketing is prominent and is often shut out by the consumer, the key is differentiation. Don’t try and compete on price alone, but make sure your organization has something very distinctive to offer that others do not.

We are not trying to say that price is irrelevant and you will surely be disappointed if your pricing structure is badly skewed, but there comes a point when the consumer makes a decision based on other factors as well. If you have been able to differentiate your operation sufficiently, then in the ultimate scenario, price becomes irrelevant.

Are you aware of who your competitors are? Many an entrepreneur is not really able to answer that question, but this form of intelligence is not difficult to gather and you should always be aware of how others are seeking to reach your targets. If you do not know the “modus operandi” of your competitors, you will be badly placed should they choose to launch an initiative to try and steal your revenues. Setting yourself apart from the competition will invariably require you to reassess how you handle all your business processes, how you interact with your clients, and how you treat your relationships. You must have a hands on and conversational relationship with your clients and ensure that you are communicating what sets you apart.

If you just focus on price, how much of a difference are you likely to make? You could pare your expenses to the bone and imagine that you could make up what you’re losing though additional clientèle. Would your existing clients take a dim view of this? There is a danger that you could project yourself as budget quality, driving down the perceived value of your services. In reality, the pure profit involved when you tinker around with marginal price differences could be more than accounted for by a concerted effort to differentiate your service.

Overdeliver at everything that you do, to the point when people wonder just how you can manage to do this and still maintain a profit. This kind of creativity does not have to be the domain of those late-night infomercials on television, which promise you more and more in terms of savings and add-ons, rapidly creating the hook. Take a good look at what your competitors are doing and do it better, or provide distinct value when they are not.

How do you differentiate?

Adam Toren

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