Susan Jensen Smith

When you have a new idea, you obviously look around to see if anyone else is doing it too. In college we called that a “SWOT” Analysis (strengths, weaknesses, opportunities and threats). Basic stuff.

But there is an emotional side to this exercise.  You range from “ha ha – I can do better than you” smugness to “oh crap, am I in over my head” insecurity. It can be an immobilizing roller coaster if left unchecked.

The whole point of the SWOT exercise is to determine 1) if your idea has merit, and 2) how to uniquely position yourself in the market to make money.

If no one else is doing your idea, be careful. There may not be a paying market for it. A “good concept” does not necessarily make it a money-maker. Do some keyword searches in Google.  How many ads pop up on the side of your search results? Do a search in eHow – how many search results do you get? Read a trade publication. How deep are the ads?

Assuming your idea has merit (a.k.a., there’s a paying market for it), how can you be unique? Should you go deep in a niche? Offer a wider product range? Take a different angle? Offer more hands-on service?

Be creative and smart. Bold, yet realistic. Analyze thoroughly, but not to the point of paralysis. And check your emotions at the door. It’s just business.

In 2006, not many marketers realized the impact that this silly thing called “twitter” would have on our e-strategies. Here’s a great video clip of how Biz Stone got the word out in the early days.  Did you know it was originally spelled Twttr?

A sense of humor is critical in marketing, isn’t it!

(Credit for finding this video goes to Mashable and Say OMG)

This video was produced by Pita Communications/Vroom Media at last year’s e-Technology Summit in Hartford, CT. If you watch carefully, you’ll see my contribution at the 1:54 mark.

What do YOU think technology IS…?

Join me at 2010 e-Technology Summit – click here to for info and to order tickets.

It’s tempting to write about what is on your mind at a given moment. But that’s not a relevant blog, that’s a diary.

Re-read the last blog post you wrote. Was it relevant? A relevant blog post contains three key elements:

1)  It does something for your reader, such as:

• Inspire imagination
• Convey empathy
• Show “how-to”
• Provoke thought
• Entertain
• Tease

2)  It contains a call-to-action, such as:

• Sign up for an email newsletter
• Buy an eBook
• Click on an affiliate link
• Leave a comment
• Subscribe to an RSS feed
• Refer the post to others

3)   And finally, it conveys your enthusiasm and unique perspective of your subject matter. There are a lot of blogs on most every possible subject. What makes yours unique and interesting to read?

Bottom line – channel your passion in a manner that is relevant to your target reader and achieves your objective.

So how did I do? Are you inspired? Did I provoke thought?

I hope so. Oh, and while you’re here, please subscribe to our RSS feed to keep up on tips for extending your brand online. And if you have any specific questions, please feel free to leave a comment or contact me.

Thanks, and have a great day!

Whether you’re self-employed or work for an organization, you don’t get to pick and choose which activities you want to do. While (hopefully) you enjoy a good portion of what you do, there are always some tasks you’re responsible for completing that make you uncomfortable.  Often it’s something you’ve never done before.

But here’s a newsflash – most problems in business require us to do what we’ve never done before. If there is a problem to be solved, raise your hand and volunteer to take it on.  I guarantee that no one else is sure what to do either.  So it might as well be YOU that figures it out.

When you work for yourself, it becomes even more difficult to force yourself out of your comfort zone.  It’s not natural to tackle something you find difficult, scary, unrewarding or boring.

But it’s in those uncomfortable spaces that big things can happen. And without big things happening, you’re doomed to mediocrity.

Not only does your business move forward, but you become more acquainted with discomfort and find a renewed confidence in yourself.

So what are you going to do today? Something new and scary, I hope!

I’m often asked why a local business would bother with social media.  My short answer, is that it doesn’t make sense, unless it’s part of your strategy. By itself, it’s a waste of time and an unnecessary distraction.  However, when used as part of your e-marketing strategy, it feeds the hungry sales funnel.

I’m a visual person, so let me show you what I mean in the funnel chart below. On the left are actions that you take to find customers.  On the right are the reactions that your customers take as a result of your actions. Because you do not know where potential customers are in their “buying” cycle, you have to meet them where they are.

It’s like dating. Social media gets you out where your customers are already hanging out. Woo them, get to know them, build a relationship.  Have you ever been on a date with an overeager suitor?  Yea…don’t be that person.  Social media is a non-threatening way to connect, get noticed, and hopefully get clicked on.  It’s a first meeting.

Once you have their attention, you’ve got to show them you offer something of value.  That’s the first date.  Then, and only then, will they comfortably evaluate if they’re ready to take the “next step” in the relationship, such as signing up for your email list, RSS feed, comment on your blog, etc.

When the time comes to close a sale, it’s organic.  When they need what you offer, they’ll think of you first.  And because it’s a relationship and not a one-night-stand, they’ll probably tell all their friends.

What’s in YOUR funnel?  Will you and your customers live happily ever after?

I’m surprised how many blogs I see where the posts are written by “Admin”.  I had no idea that was such a popular name!

If you’re blogging to gain readers and build relationships, perhaps you should consider using your real name and stop hiding behind this anonymous title.

If you use Wordpress, it’s simple.  Just go to “Users” and edit your profile.   You cannot change your username (which is “admin”) but you can add a nick name, then select it under the “Display name publicly as” drop down box.

Go ahead, be real!