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How To Promote Your Business With No Marketing Budget?

10/10/2016

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Whether you think you know advertising, social media, public relations, and marketing or not, getting your business or product noticed is hard work.

But one thing is for sure: If you don't market your business, no one else will.

Here are some basic strategies you can and should be executing. Best yet, most of them are free. If you get these things down, then you are ready to start advertising.

No. 1: IDENTIFY YOUR AUDIENCE

It may seem like a no-brainer, but many businesses fail to identify just who to talk to. Once you know "who" then you can go about "how" to reach them.

No. 2: REACH OUT TO LOCAL MEDIA

One of your audiences will invariably be the media. You can't pitch all media outlets the same way. Television has different needs from print and radio and vice versa. But before you pitch ask yourself:

Is your product or service the first, best, or brand new?

Is it award-winning or trendsetting?

Does it solve a problem?

Does it provide a unique service?

Is it visual (TV and online mostly, but print also has gotten into video)

If you don't have anything that fits into the above categories, then you probably don't have a news story. 

No. 3: SOCIAL MEDIA

Pick one or two of the top social media platforms (think Facebook, Twitter, Instagram, Snapchat, YouTube, or Linkedin) that make sense for your business and master them. 

Fact is, you can (and will) spend hours on social media. In order to make the best use of your time, here are some general rules of the road:

The goal is to engage customers. Be a part of the discussion in your industry and it will help you gain an audience or followers.

Don't be afraid to "friend" or "follow" reporters. Your ideas may spark stories for them.

Ask for feedback. Again, engagement is the key. You want them to "like" and "share" or "retweet" what you post.

Video has become dominant on social media.  It's getting a ton of traction right now. Think Facebook Live.  Instagram.  Snapchat.  And, by all means, try to get comfortable being in front of the camera. 

Once you learn the ropes, start investing and keep investing.  If you're not a celebrity, athlete, prom king, or Kardashian, you're organic reach is going to relatively small, so you are going to have to pay to play.   

No. 4: FREE DIRECTORY LISTINGS

Be sure to claim your business in online directories such as Google Business, Bing, Yelp, and more. There are also a ton of others.

Claiming your business lets you know and respond when people have something nice (or bad) to say. It will also allow you to dispute negative comments. 

And by all means, keep track of all the login names and passwords while registering on these directory sites.

No. 5: YOUR WEBSITE

I'm assuming you already have one if you are reading this, but you need to make sure you are making the most of it. With the constant changes in search algorithms, you want to make sure your content is fresh. One of the best ways to do this is to have a blog. I see a lot of websites that were built a year or two ago and haven't been touched since.

No. 6: BECOME AN EXPERT

Let's face it, if you are running your own company, you are an expert in your business. The same things that make your company newsworthy are the things that make you an expert.

Start a blog and talk about what you know, what you are learning along the way – challenges and successes. You can also post links to articles from other people (make sure to give proper credit) or comment on them.

No. 7: GET INVOLVED IN YOUR COMMUNITY

Look for groups and associations that align with your priorities and beliefs. Volunteerism is a great way to network as well.

No. 8: CONSTANTLY & CONSISTENTLY BRAND YOUR BUSINESS

Chances are your company already has a name and logo. (If you don't, we need to talk immediately)  It should be on everything — correctly and consistently formatted. Your name and logo are the image that says who you are and what you do. Make sure it reflects your business and high standards.

H/T - Helen Todd - Bizjournals.com
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The Essence Of An Effective Real Estate Tagline

6/7/2016

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“Just Do It”; “The Ultimate Driving Machine”; “The Milk Chocolate Melts In Your Mouth, Not In Your Hand”; “15 minutes can save you 15% or more on car insurance.”; “When you care enough to give the very best.”

Quick, can you name the five companies those taglines belong to?

A tagline is more than just a set of words next to your logo.  A tagline is a distinctive aspect of your brand identity. As demonstrated above, certain taglines are so identifiable that, when mentioned on their own, they are instantly associated with successful brands. Did you know Nike’s iconic tagline has been around since 1988?

Like call-to-action statements, taglines are an “attention-getting mechanism.”  Using just a few carefully-arranged words, a tagline can excite and inspire, or in Nike’s case become “a rallying cry for all athletes.”

So, what makes a tagline great and timeless?  “When it connects across all generations, geographies and markets – and becomes relevant for the consumer in his [or] her own personal way,” said Christa Carone, vice president of marketing and communications for document management company Xerox.

When applied to your real estate business, it is crucial your tagine be identifiable, understandable, and genuine enough to build trust and, most importantly, distinguish yourself from thousands of other agents.

Here are some samples of taglines agents are using:

“Twice The Selling Power” - http://www.thejills.com
“Making Property Personal” - https://tompostiliomickeyconlon.elliman.com/
“Your Connection to the Beach” - http://www.compassrealestateofdestin.com/
“Selling San Francisco’s Most Dramatically Unique Real Estate” - http://roblevy.net/
“Selling Texas, One Acre at a Time” - http://www.melderrealestate.com/
“Excellent Service. Plain and Simple.” - http://www.texas-heritage.com/
“Selling Southeast Idaho for Over 30 Years” - http://www.brandonlonghurst.com/

Here are three key real estate tagline tips:

Be clear. A well-crafted tagline should be concise, elegant, and right-to-the point. While it’s tempting to use puns, clichés, or poetic speech, it’s best just to be clear and relatable. The real challenge is to be genuine without being boring or generic.

Sell the truth. This definitely goes hand-in-hand with being clear. Don’t over-promise with your tagline. You should be owning what you say.
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Put it to good use. Consistency is key to successful brand marketing. Make sure it is seen and is associated with you at all times.
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The Art Of Advertising?

2/7/2014

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While I was sitting in the waiting area, as my local auto mechanic was going through the paces of the vehicle and emission inspections required by the State of Missouri to renew your license plates, I picked up a magazine to kill some time.

It was the March 2013 issue of House Beautiful. Sure, it was 10 months past its sell-by date, but being so involved in real estate advertising for such a long time, I naturally gravitate to publications featuring homes.

As I paged through, and even though I wasn’t giving it my full, undivided attention, I nevertheless stumbled upon a theme in three ads just a couple pages apart.

They were ads for Baker Furniture, Hunter Douglas, and Toyota.

And the headlines in all three of the ads started with “The Art Of…”

“The Art Of Things Chosen Well Rather Than Often” - Baker Furniture

“The Art Of Window Dressing” - Hunter Douglas

“The Art Of Making Cars Will Never Be The Same” - Toyota
Good heavens!  See a pattern here?  Those headlines are almost interchangeable, aren’t they?  

The fact is, I've always thought using that stale line was such a creative cop-out.  Clients deserve better, especially national (and global in Toyota’s case) brands.

I don’t know if you agree, but I think from this day forward “The Art Of…” should be a banned from advertising.  

After all, didn’t Donald Trump kind of monopolize it when he penned “The Art Of The Deal”  way back in the 1980s?

So, going forward, let’s not see…

The banana company say…”The Art Of The Peel”

The local pig farmer say…”The Art Of The Squeal”

The chef say…”The Art Of The Meal”

The fish market say…”The Art Of The Eel”

The Italian restaurant say…”The Art Of The Veal”

The shoe repair shop say…”The Art Of The Heel”

The aquarium (such as Shedd) say…”The Art Of The Seal”

The tire company say…”The Art Of The Wheel”

-or- the interior decorator who prefers a certain shade of blue-green say…”The Art Of The Teal”

And so on.  

It’s time for clients to demand "The Art Of Creative Headline Writing".

Okay, what do you think?
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Are You Capitalizing On The Power Of Video?

1/8/2014

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When you are preparing to launch a product, tell a story, promote an offer, or sell a home, are you going to make video part of your internet marketing plan?  Well, you should.  You absolutely should.

Why?  Done well, a video can really drive social engagement. People are 37% more likely to share a video than any other media type. Think Facebook, Twitter, Daily Motion, blogs, and myriad other content aggregators.

Did you know YouTube has more than a billion unique views per month.  That's a lot of eyes. The NFL would have to televise nine Super Bowls to reach that number.  And, unlike a Super Bowl spot (which this year will fetch upwards of $4 million for 30-seconds), uploading a video to YouTube is free.  Can you see why you should have your own YouTube channel?       

Even better still, all the videos you create and produce can reside on your website too.  And they should, because websites that contain video are 46% more likely to convert than those without video. Today, video is the norm on the web, not the exception.

Best yet, it doesn't take a big budget to make a big impact.  For example, take this quick teaser we produced to generate buzz for a new home development which, at the time, had no displays available for customers or realtors to walk-through. In only 2-minutes, and using only still photos and title slides, it delivers everything a potential buyer would want to know to convince them to pick up the phone, go to the website, or get in their car to see the community first-hand. 

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Does Your Business Have Social Anxiety?

7/15/2013

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681 Group Social Anxiety
Social anxiety is a problem plaguing many businesses today.  In essence it is a fear, misunderstanding, or misconception of social media and the impact its consistent and prolonged use can have on your company.

Some symptoms of social anxiety include:

• Businesses who don't understand social media

• Businesses who think social media is a waste of time

• Businesses who think social media is a waste of money

• Businesses who are not committed to social media

• Businesses who think social media is only for the "younger" generation

• Businesses who don't put a communications professional in charge of social media

• Businesses who expect immediate ROI by using social media

Given the overwhelming evidence and virtual mountain of available statistical data, it is unbelievable and almost inconceivable that in 2013 there are companies who still question social media's value to their business. Speaking of facts and figures, let's take a look at some fresh data gathered from several different influential sources on the subject:

• In 2013, social media has become the number one activity on the web  

• 1 billion people are on Facebook, making it the 3rd largest country in the world

• 90% of people believe brand recommendations from friends

• 74% of consumers rely on social networks to guide purchase decisions

• 71% of people are more likely to purchase when referred by social media

Just as noteworthy, among smartphone owners 18-44, making phone calls accounts for only 16% of the total time spent with their devices, whereas the remaining 84% of time is spent texting and interacting with email and social networks; and this year Facebook is experiencing a 56% growth rate among adults 45-54.  Put simply, businesses who are not embracing social media are missing a great opportunity to connect, engage, build loyalty, and start a dialogue with their customers.  

Of course, most businesses (unless started by a Hollywood icon or celebrity) are not going to achieve "rock star" status overnight using social media.  It just doesn't happen that way.  It requires skill, strategy, and lots of effort.  Social media is hard work.  Think of it like networking, it takes time and commitment to build lasting relationships and generate leads.  

That is why the following article by Forbes' Stephanie Chandler is such an important read for those businesses now using or getting ready to start using social media marketing - "The Hidden Benefits of Social Media Marketing: Why Your Strategy May Be Working Better Than You Think".

Most businesses venture into social media expecting to see a big return on investment. The hope is that new customers will come in droves, and that the benefits and revenue generation will be huge. However, this is rarely the case. It takes time to build momentum with social media, and the benefits aren’t always as obvious as we would like.

If you’re feeling a bit skeptical about social media marketing and whether or not it’s worth the effort, following are some reasons why it may be working better than you realize.

1. Brand Recognition – One of the most powerful ways to use social media is as a brand-building tool. With social media, you get to decide how you want to position your company and what you want people to know about what you do. With consistent effort and great content, you can build a reputation for your brand around your company’s values, benefits, and advantages.

2. Community – There is nothing like social media when it comes to cultivating a community. When your followers become part of your community, you gain instant access to them. That means you can find out what challenges they are facing and what they like and don’t like about your offerings. You can engage in ongoing dialog that can be more valuable than any kind of paid market research.

3. Repeat Exposure – There is an old marketing adage that says it takes six to eight exposures to a product before a customer decides to buy. A clear benefit of social media is repeat exposure with your network. You have the opportunity to remind them over and over again about what you have to offer, which can dramatically shorten your sales cycles.

4. Authority – For coaches, consultants, authors, speakers, and other service-based businesses, social media can be very powerful in helping you establish authority in your field—making you the go-to resource for your target audience to seek out for help. Share great content, answer questions, and serve your audience, and you will inevitably build loyal fans.

5. Influence – As your following increases, your influence grows. Having a substantial social media audience creates a snowball effect that can attract new customers, media interviews, joint venture partnerships, and all kinds of other opportunities. It’s a bit like when you see a crowd hovered around something. You can’t help but want to see what all the fuss is about, so a large audience will only attract more interest.

6. Website Traffic – Many people don’t realize that social media can be a leading traffic generator. When you share blog posts, videos and other content from your website, you give your audience a reason to click through and visit your site. Once there, you have the opportunity to inspire those visitors to take action by inviting them to sign up for your mailing list, make a purchase, or call to schedule a free consultation. Install traffic monitoring service, such as Google Analytics, and if you are committed to your social media efforts, you will clearly see that social media brings traffic. Also, make sure that your visitors receive a clear call to action when they visit your site so that you can convert that extra traffic into business opportunities.

7. Ahead of the Curve – Whether you realize it or not, your prospects and clients are checking to see if you are engaging in social media. I always find it a bit odd when I’m investigating a potential service provider online and I can’t locate a social media presence or worse, I find Facebook pages that haven’t been updated in months, empty Twitter feeds, and a clear lack of interest in engaging. Social media isn’t a fad and it’s not going away. Even if it’s not your top priority, if you stay current with activity, your prospects will notice.

8. Mindshare with Lurkers – There may be days when you wonder if anyone is paying attention to your social media networks. But if your efforts are consistent, I guarantee that more people are paying attention than you realize. Give it time and you’ll start to understand what’s happening behind the anonymity of the internet. You will eventually hear from people who say, “I’ve been following you on Twitter for ages. I love your posts!”

9. Competitive Advantage – The reality is that most of your competitors aren’t likely doing a very good job with social media (most companies aren’t), which gives you the chance to stand out. Also consider the flip side. If you avoid social media, you leave a big opening that allows your competitors to capture your audience.

10. Big Wins – While many businesses large and small are trying to justify the cost and time investment for managing social media marketing, an important benefit often gets overlooked: Big Wins. For example, if someone from LinkedIn connects you with a significant government contract, then that would certainly qualify as a Big Win. If a major media outlet finds you on Twitter and interviews you for a national article, then that is also a Big Win—one that you can’t measure based on revenues directly generated.

Big wins don’t happen often, but when they do, they make it all worthwhile. It’s easy to forget results like these six months down the road you’re trying to assess whether your social media efforts are paying off. But that one contract you landed could cover your social media marketing costs for years. And that major media interview could lead to subsequent interviews and a line item on your resume that impresses a corporate sponsor three years from now. Never forget to factor in the Big Wins in social media.

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681 GROUP Receives 2013 Best Of Valley Park Award for Advertising Agencies

5/23/2013

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681 Group Is Best Advertising Agency 2013
FOR IMMEDIATE RELEASE 

VALLEY PARK May 16, 2013 -- 681 GROUP has been selected for the 2013 Best of Valley Park Award in the Advertising Agencies category by the Valley Park Award Program.

Each year, the Valley Park Award Program identifies companies that we believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance the positive image of small business through service to their customers and our community. These exceptional companies help make the Valley Park area a great place to live, work and play. 

Various sources of information were gathered and analyzed to choose the winners in each category. The 2013 Valley Park Award Program focuses on quality, not quantity. Winners are determined based on the information gathered both internally by the Valley Park Award Program and data provided by third parties. 

About Valley Park Award Program

The Valley Park Award Program is an annual awards program honoring the achievements and accomplishments of local businesses throughout the Valley Park area. Recognition is given to those companies that have shown the ability to use their best practices and implemented programs to generate competitive advantages and long-term value.

The Valley Park Award Program was established to recognize the best of local businesses in our community. Our organization works exclusively with local business owners, trade groups, professional associations and other business advertising and marketing groups. Our mission is to recognize the small business community’s contributions to the U.S. economy.

SOURCE: Valley Park Award Program

CONTACT:
Valley Park Award Program
Email: PublicRelations@awardprogram.org

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Steps To Achieving Entrepreneurial Success

2/28/2013

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By: Tim Mahoney

Last week, The Wall Street Journal hosted its “Unleashing Innovation” conference in Singapore featuring a group of entrepreneurs, industry executives, and CEOs from global brands such as General Electric, Nokia, and Sony, just to name a few.  This was a big event and more than 25 countries were represented.

The big question being debated was, “How can companies generate the spark that ignites the next big thing?”  The answers ranged from the familiar: cultivate creativity, a dynamic workplace, irreverence, risk-taking, and cross-discipline networking to the more practical: a need for more regulatory innovation.

Of course, all these answers are actionable, but what I found most interesting and applicable to 681 Group and the clients we serve was the agenda item “Achieving Entrepreneurial Success”, as every client we have worked with during the past 20+ years has been an entrepreneurial, privately-held business.  

A leadership group offered these important points...

1. See A Change.  Successful entrepreneurs must have self-confidence, passion, and focus.  They must have a dream they believe in.

2. Take It.  They must have a tolerance for risk. They may fear failure, but they have to be willing to chance it.  They must be resilient.

3. Find Resources.  They need enough capital to get their idea off the ground.  Capital for an entrepreneur is like oxygen for a scuba diver.  

4. Stand Apart.  They need a clear strategic vision -- a strong sense of their customers, their goals, and the reasons their products or services are substantially different from others already in the marketplace.
681 Group - Unleashing Innovation
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Happy 9th Birthday Facebook

2/6/2013

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On Monday (February 4, 2013), Facebook celebrated its 9th anniversary.  Without question, this platform has had an astounding impact.  

According to CNN...
 
• 1 in every 7.78 people in the world are on Facebook

• The average Facebook user has 229 friends

• Facebook users spend 6.5 hours per week on the site  

Love it or hate it, Facebook is obviously here to stay. And to be relevant in today’s socially-connected marketplace, businesses of all types and sizes need to seriously embrace Mark Zuckerberg’s incredible invention.  

And for all the entrepreneurs and executives who have repeatedly said that they want nothing to do with Facebook (and 681 Group has encountered our fair share), it’s time to take another look.  

Why?  

Because people on Facebook are either talking about your company or they are not.  If they are discussing your brand and products, wouldn’t you like to be part of the conversation?  And, if they are not, your company is not benefiting from the best “word-of-mouth” advertising available in our lifetime.

Check out this infographic from market research firm, Lab 42, who surveyed 1000 social media users to discover how liking a brand influences the consumer experience.   
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Ready to start leveraging this social media juggernaut for your business? Already have a Facebook page for your company, but been neglecting it for some time?  Not sure what content to post or how often?  Are you just too busy? 

Call 681 Group today, we can provide a complete build-out package, on-going administration, and strategic marketing solutions for your Facebook business page, in addition to, other key social media channels. Hurry, your audience is waiting.

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681 Group Likes List 25's - 25 Favorite Logos With Hidden Images

1/16/2013

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Our website showcases more than 100 logo graphics 681 Group has designed over the years.  Logos and identity elements are something we are keenly aware of and always interested in, as there are so many imaginative applications.  Here is a great array of logos containing secret, hidden images from the List 25 website.  Enjoy.  http://list25.com/25-famous-logos-with-hidden-images/
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Society Of American Magicians Selects 681 Group For 2013 Convention Logo

1/14/2013

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Society Of American Magicians (SAM) selected 681 Group to design the logo graphic for its 2013 annual convention to be held July 3-6 in Washington, D.C.

According to agency owner Tim Mahoney, the project brief was clear and concise.  The logo needed to incorporate the following items: Washington, D.C., Society of American Magicians seal, July 4th, magic, and 2013.  

Here is the final approved version which will appear on the S.A.M. website and at the convention on commemorative pins, T-shirts, and more.
Society Of American Magicians 2013 Convention Logo Graphic
This is the second successive year 681 Group has been chosen by SAM for this prestigious assignment, as the firm designed the logo graphic for the association’s convention in Las Vegas, Nevada in 2012 which attracted more than 1000 attendees who enjoyed a special presentation and performance by the incomparable David Copperfield who, incidentally, has been an active member of the organization since age 12.


Here is the 2012 convention logo...
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