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Thursday
Aug072014

Join me for a 1-hour marketing workshop in Keene, NH

I'm excited to announce that I'm leading a one-hour, hands-on marketing workshop as part of the Hometown Business Alliance's business education seminar series.

You are welcome to join us!

August 19th - 7pm
Langdon Place
136 Arch Street, Keene NH

Cost of Admission:
$10 for HBA members
$20 for non-HBA members

I'm going to cover:

  • Identifying your customers' greatest pains.
  • Developing your message based on how you can solve your customers' greatest pains.
  • Mapping your marketing strategy to your business goals -- and figuring out what marketing efforts will support that strategy and meet your goals.
  • Creating the right digital presence for your business.

 

This will be hands-on! I'll hand out a (very small) workbook, and attendees can work through it as it pertains to their own businesses. The majority of the time will be spent on developing the right message for a specific target.

I'll spend some time going over the basics of tying your marketing strategy to your business goals, and how to put together a marketing plan to support that strategy. (This is a HUGE topic area, so this will just be an introduction. A future workshop will get into strategy mapping and tactical planning.)

Finally, we'll talk about your online business presence as it relates to your customers. What is the best digital experience you can provide for your customers? This will be more of a fly-by-the-seat-of-my-pants discussion, based on the questions and needs of the people who attend.

If you want to send me information on your business and the questions you have, I will try to fit in a tailored discussion based on the information you provide. You can send me the information through this form.

 

I hope to see you there!

Marcy Tanniru

 

Feel free to download my FREE e-book, 10 Ways to Know if Your Marketing is Working.

 

Monday
Jun022014

Developing Your Social Media Plan

Most small businesses (and big ones, for that matter), kick off their social media plan by saying “Hey, I’ll create a Facebook business page” without first thinking about their brand and the best fit. There won’t be a one-size-fits-all social media plan.

Some social media platforms will naturally work better for your business. A blog, for example, is a great way to keep a flood of fresh content on your web page, when you’re in an industry or a company that hasn’t changed much over the last 30 years. LinkedIn, because of its professional reach, may also be a great tool for you. Facebook is ideal for B2C companies, but B2B companies often struggle with making the results justify the effort.

Here are 8 steps to develop your social media plan

  1. Pay attention to the tools your market is using.

  2. Identify the right people in your organization to lead your social media effort.

  3. Create a social media policy to ensure professional and appropriate activity by your team.

  4. Determine what you want to get from your effort.

  5. Select your social media tools.

  6. Engage in social media.

  7. Track your success.

  8. Adjust your course of action to get the best results.

 

Get more information by downloading my free e-book, Socializing the Non-social.

Tuesday
Sep242013

Superhero Marketing from The Marcommer Helps EnviroLab Win 4 New Accounts

Eyes drifting and unfocused. Head nodding. Robotic, one-syllable responses. It was beginning to seem like an epidemic...

 

Aaron Hooper, President of EnviroLab, was tired of seeing his customers’ eyes glaze over when he started to talk about how his products used an enzyme and microbial remediation process for hydrocarbon degradation and industrial effluent scrubbing

 

<Are you still with me? That is about where the drifting, glassy glaze starts. Keep reading -- the story is about to get good!>

 

EnviroLab is a small, Texas-based chemical company that uses enzymes and bacteria chemical compounds to clean dirty water for the oil industry.

 

You don’t often hear “environmentally friendly” and “oil industry” in the same sentence, and Aaron’s industrial cleaning solutions are unique and powerful – and safe for people and the environment.

 

Aaron had a great product, but he knew he needed a clear, simple message that didn’t dumb down his solution. And, he wanted sales support material that reflected his clear message to take with him when he made sales calls.

 

His customers are knowledgeable, but they’re also elbow-deep in hydrocarbons, sludge, and other industrial dirt and oil for most of the day. He needed a message that better addressed their pains.

 

Mr. Hooper called The Marcommer for help.

 

We quickly determined that his customers didn’t want to know how microbes were going to rapidly attack organic contaminates. They wanted to know that their skin rashes will go away, their tanks would stop stinking, and that they would no longer have to breathe in toxic fumes.

 

In addition to a great message, Mr. Hooper also wanted material that was just a little different from what his competitors were doing. He wanted it to be a bit casual. A little conversational. Even a little fun.


And, his customers wanted to know that they’d save money. Lots of it. So we also summarized the value proposition in a way that didn’t require advanced degrees in both chemistry and finance to understand. 

 

We made it easy to see the real value of his product. We quantified the cost savings with a message of economics and proven with customer successes.

 

When his customers asked, “You got proof?” Mr. Hooper was able to say “Sure do” and back up his claim with real data.

 

So how does the story end? Aaron Hooper, President of EnviroLab, believes that the messaging and sales support material The Marcommer created helped him close four new accounts over the last year.

 

That’s what I call a super story.

 

 

 

Friday
Jul262013

Gigantic Skull Washes up on British Beach

This could be the coolest marketing ever.

Photo by Taylor Herring PR.

I don’t watch Game of Thrones, but if I did, I’d recognize that the skull reflects the scene where Arya Stark finds a dragon skull in the dungeon’s of King’s Landing. If  you watch Game of Thrones, you know what I’m talking about. If you don’t, you can simply appreciate the fabulous creativeness of BlinkBox, a TV streaming service, and their PR firm, Taylor Herring.

 

Watch how the skull was made here.

Monday
Jul222013

Custom Google Analytics Reports

There are some days that I am just so lucky. I was digging through Google Analytics with a client this morning, and we had a question about custom reports. One quick search and a few seconds later, I had stumbled on 7 Time-Saving Google Analytics Custom Reports by Erik Sui.

To use these, simply log into Google Analytics and click the links below. If you have more than one Google Analytics account in your list, select the one in which you want to apply the custom report.

Here are my favorites from the article:

Keyword Analysis Tool

Content Efficiency Analysis Report

Social Media Analysis Tools

Link Analysis Report

Browser Report