November 27, 2018

Waking Up Without an Alarm


The young cashier at Walmart grinned at me and said, "Joke's on them then." I had just told him to keep the printer cartridge separate as my business was going to pay for that. I grinned back and said, "The joke's on me then since I'm the boss. And I'm also the one who had to drop everything and dash out when the printer ran out."

Oh, the joys of owning your own business.

I'm on vacation this week. Yet this newsletter is getting sent, along with five others. I emailed a handful of clients to reassure them I would still be reachable and delivering on deadlines. I've been doing paperwork and will meet with my bookkeeper. I'll even attend a networking event. My husband is on vacation, so I need to find time to spend with him, too. And oh yeah, I need to get a tooth pulled - something I've been saving for the vacation.

What I will NOT be doing this week is setting my alarm clock. In fact, I have a goal to not wake up to an alarm... even when I'm not on vacation.

About six weeks ago I started taking this goal seriously. I listened to a Facebook Live where Brandi Good described having this same goal. I realized this is not something to feel guilty about or that it makes me seem lazy. It does help me start my day in a positive way and I can organize my workload accordingly. If I'm on a roll at midnight, I can keep the creative juices going instead of watching the clock.

Being the boss might mean I have to run out for printer cartridges, but it also means there's no one looking at their watch as I slide into my chair in the (mid) morning.

What secret goals can you embrace as part of your small business work routine?


November 23, 2018

Don't Ignore the Obvious: Daily Tips Work


One of the best things I ever did was to take Anita Kirkbride's advice when she told me I should post daily enewsletter tips on social media. It was a very specific and fairly easy task to do. I ended up with an Excel spreadsheet with about 350 short tips... all prefaced with #enewsletter. I joked that when I got to 365 tips, I'd make a calendar.

Now I didn't sit down and spend several days making up this list - ugh! But I started it and then every time I wrote a blog post that included a tip, I copied it into my spreadsheet along with the post link. This started back when Twitter allowed only 140 characters so I finagled words a lot.

You can see in the graph below that it had an almost immediate effect on blog traffic - note the big jump in readership SEPT 2012.


This was tedious work. I spent many hours copy/pasting and scheduling individual messages in Hootsuite, a month at a time, for Twitter, Facebook, LinkedIn and Google+. Eventually, I started uploading my spreadsheet to Hootsuite and SocialJukebox, which saved a lot of time.

Six years later I'm feeling nostalgic because the last of these scheduled tips posts in 2 weeks and I won't be re-running them again. My business has changed, and email marketing has changed, so I'm sharing different tips.

With all the scheduling apps now, it's so much easier to maintain a regular posting schedule for any daily tips. There are several apps where you can upload a spreadsheet to schedule.

This idea may seem like a lot of work but, once you get going, you'll start to see it working for you and become more enthusiastic. Especially if you are blogging, this is a great way to recycle your blog content and get more readers. It is well worth the effort.

PS: This is a habit you can start building at 100daysofmarketing.com.

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November 18, 2018

Small Business Decision Making 101


Simple is powerful... and a recent tough decision reminded me of that. I'd been sitting on the fence for about 2 weeks with a marketing project half completed. I couldn't decide whether to keep going or to stay with Plan A - and so, I wasn't accomplishing anything. I had an investment in time and money that was just sitting, doing nothing for me.

Talking the problem through with someone seemed like the best idea and I finally pinned down the right opportunity with the right person. The night before we were to chat, I decided I'd better make some notes so I could present my problem in an organized way. I grabbed a sheet of paper, drew a line up the middle, and labelled the halves PROS and CONS.

Within 5 minutes I had put my finger on my "sticking point" - the biggest CON. After a little research and math, I made my decision. No discussion needed.

When I put my pen to paper, all the conflicting pieces of the problem suddenly became clear - instead of swirling around in a jumble in my head. Why didn't I do that sooner? Whether you're over-thinking or under-thinking a big decision, a simple bullet-point list might just save you stress, time and money.

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November 13, 2018

Find Marketing Opportunities in Your Own Content


Marketing analytics can be confusing. You need to learn how to use the software to get data. Then you need to figure out what information you want from the data. Then you need to figure out what actions to take now that you're wiser.

Here's a simple statistic for you to discover and use to your advantage - most read blog posts. Regardless of which platform you use, you should be able to access some basic info.

Here is a screenshot from this blog:

screenshot

Now that I know which post is the most read on my blog, what actions will I take?
  • I can use it for marketing by adding calls-to-action for current promotions to the footer.
  • I continue to share it on social media because it's obviously still relevant.
  • I know I need to maintain it, to make sure it has no broken links and to keep it relevant.
  • I have clues about other blog post topics that may have similar success. (I can use Answer the Public to research more.)
You're working hard to create valuable content. Aside from these activities above, it's good to look at statistics; otherwise, how will you know if what you're doing is working?

November 7, 2018

Pinpoint Your Unique Content Marketing Opportunity


If you think writing blog posts about what you do is your best content option, you might be sorely mistaken. The popular approach to content marketing usually includes some combination of blogging (podcasting, video, etc) + email + social media. (I love that equation!)

The thing is, well, writing articles (or recording) is not for everyone. I've spent several hundred hours convincing (disguised as training) small business owners that blogging is a worthwhile endeavour. Some have success, more don't - for a variety of reasons. What I know is this: if you don't like the work involved, you won't be successful. Your momentum will wane over time.

So, what the heck do you do if you don't want to write or record? (And maybe even if you do.)

Identify something your target market wants and that you can provide easily through the activities you're already doing. For example, if you do lots of research and reading online, curating and collating others' content might be for you. If you're always looking at trends and stats, share interesting tidbits. If cooking is your thing, share recipes. If you're in the know about local events, start a regular event list.

There are 3 main parts to this approach:
1. Knowing your target market and determining what's of value to them.
2. Identifying things you're already doing that can easily be turned into content.
3. Making the commitment to keep it going.

You will be the most successful with your marketing content if it's something you like doing and delights your fans. But neither of those things will matter if you don't do the work to keep it going.

Download this simple worksheet to follow through the ideas in this post. (Want to work through this discovery process with my help? Book a consult here.)

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