Getting Back to Basics – Part 1 – Why Marketing isn’t a One-Time Affair

I’ve noticed a problem. But, rather than complain about it, I hope to be part of the solution. And don’t worry – I’m guilty of it too. But I’m trying to change.

Here’s the problem: 

Small business owners complaining about not having enough customers, saying that marketing doesn’t work, and that they can’t afford to do marketing because they don’t have enough customers, don’t have the time, etc.

But which came first – the chicken or the egg?

Which came first, the marketing or the sale (paying customer)?

Do you see the real problem here?

It’s not really a problem of which came first, because honestly, it’s not possible to have made a sale without having done SOME kind of marketing first (even if it’s just the sign on the wall or spoken words that let the customer know about an available service or product).

In other words, people can’t buy something if they don’t know it exists to be bought.

So, the real problem is not that marketing doesn’t work, but that business owners are reacting to a lack of customers by trying a random marketing tactic, on a single occasion, and then witnessing it not having much, if any, effect on growing their businesses, and therefore proclaiming that marketing does not work.

But, what really happened?

They approached it backwards. They tried to solve an immediate problem (no customers) by doing something random, which they call marketing (and is really just a random tactic), in a last-ditch effort to get a customer. And, when it didn’t work, they assumed that, because that the one thing they tried, once, didn’t work, that marketing doesn’t work in general.

Why is this a problem?

Well, it demonstrates that these business owners have a fundamental misunderstanding of what marketing is and what function it has in a working business. It also illustrates the lack of a strategic plan and understanding of what an integrated marketing plan is and how to use one – rather than trying one thing every time there’s a problem and then and having it not work. (Or worse, having the random thing work on a small scale, so it gives the illusion of being effective.)

So, with this post (and the next few as well), I am going to go back to basics. By sharing what I’ve come to understand marketing to be; what function I understand it to have; and the relationships I understand marketing to have to branding, advertising and sales, I hope to help you to begin to see the bigger picture of marketing and begin to create your own marketing plan for your business.

If you are someone who’s guilty of doing this (like I am), I hope this post will help you gain a deeper understanding of how to use marketing more effectively. I hope it will help you open your mind and perhaps change your perspective on marketing.

If you are already a marketing expert, or are a marketing director of a company, I hope that you’ll get some new insights that could help you in your job. Perhaps a new framework, or idea, that may help you see your job in a new way.

(And if not, it’s still always valuable to revisit the basics every now and then. I’m coming to really appreciate this truth, as I am getting back into dance as an adult and am revisiting the very basics of correct placement. It’s very useful, since I have a new understanding of how my body works now and how to move it and where I feel different stretches/etc. versus when I was a kid and didn’t really understand what correct placement felt like.)

First Things First: Defining the Terms

Before I can talk about the implications of marketing, how it fits into the bigger picture of a company, or ways to approach it, we must all be on the same page about the definitions of certain terms.

Here are my definitions – based on experience, observations, books, podcasts, blog posts, webinars, seminars, courses, Googling, Wikipedia and About.com. In no particular order...

Marketing is the collection of any research, activities or communications done in order to create awareness, value, or a selling opportunity for the company’s offer and in order to create, maintain or enhance the company’s relationship to its audience as well as its emotional (brand) impact and overall reach. Marketing includes many tactics, such as paid advertising, promotional events, promotional sales (discounts), charity event sponsorships, market research, focus groups, customer service, public relations, loyalty programs, referral bonuses, social media, blogging, direct mail, websites, promotional materials, etc.

Sales is the exchange of value. Typically this means a customer pays money to receive a product, service or experience from the company to whom they are giving the money.

Advertising is a tactic many companies use in the promotion of its particular offer. In other words, advertising is one component of a larger marketing plan. Advertising involves ad creation and placement, and encompasses a set of promotional techniques companies will use in order to, over time, build awareness (branding) or generate actual sales (promotional) of whatever it is selling. Examples of advertising are: television commercials, print ads in a magazine or newspaper, or display ads, like billboards. Typically, advertising costs money. Note: advertising is a marketing tactic, not marketing itself.

Branding, as illustrated in other posts on my site, is the identity of the company. It’s what the company stands for, how it is perceived, why it exists, the experience it offers and the values it has. It’s what makes a business feel more personable, and what differentiates one company from another that offers a similar product/service. Branding is what the company is known for. (For more details on the basics of this, see this post.)

A Strategy / Strategic Plan is the organized method, or collection of steps, one uses to achieve a goal. In marketing, a strategic plan is the use of multiple specific marketing-related activities/tactics in a planned/structured, intentional and particular way, in order to achieve a marketing goal, such as increasing visibility, sales or numbers of followers/fans on social media.

Integrated Marketing Communications is the use of a strategic variety of traditional and modern marketing methods to communicate a consistent brand message in order to benefit from the unique advantages of each channel, reinforce each other and to connect with people in a variety of contexts.

Marketing… why it’s a long-term relationship, not a one-night stand

Now that we’re all on the same page about the definitions of these terms, let’s get back to the problem at hand: using miscellaneous marketing tactics (for example: promotional events, advertising, social media) as a reaction to an immediate problem (for example: no customers).

This is an issue because in effective businesses, marketing is a collection of activities, not just one thing promotion or campaign, done over time. The reason the methods that the businesses above are using are not actually helping is because they look at it as a “one and done” thing, only necessary to do when there aren’t enough customers.

But it’s not.

It’s something you have to do ALL THE TIME. ALWAYS.

And I learned this lesson the hard way.

In my first year in business, I didn’t do any marketing or sales-building activities. I had one client that was keeping me busy. I was basically working 1-6 days a week for this particular client (an online news organization). It was great… and it didn’t occur to me to do marketing.

Until one day, I was on assignment for this client, and, just as I was about to call my editor to ask if I should file my photos before heading on to the next assignment, my phone rings… It’s my editor telling me that the newspaper is no longer in business and to submit my final invoice.

And just like that, it was over.

No warning.

No prospects in my sales funnel.

No prospects on my email list. (What email list?!)

No unemployment to collect, as an independent contractor…

#%(*$%@#! What do I do next????

Clearly a random blog post, email campaign or tweet was not going to help me. Even offering sessions at 50% off wouldn’t help… because 50% off of what price? Who was I even looking for as a client?

Clearly if I’d have tried any of these random tactics, I’d have had 0 results. Why? Because no one knew who I was and those who did, didn’t care.

And besides, the real value of doing marketing comes over time. Why?

Because most people aren’t ready to buy the first time they meet you.

Therefore, we need marketing, not only to attract prospects, but also to help nurture or engage them until they are ready to buy. In other words, we need marketing to support sales.

…So, what did I do?

I got back to basics. I worked with a consultant, and a coach, to help me get confident in myself and to determine my values, mission, message and target markets, offerings, etc. I took courses and webinars, went to conferences… Attended many networking events… In other words, I invested a lot of time and money (that I didn’t have) into building my network, learning about marketing, branding, sales, etc. in order to create a strong foundation.

And now, I may not have the hugest following or as many clients as I’d like, but I’ve definitely come leaps and bounds in my understanding of multi-channel/integrated marketing, strategy and sales funnels. I’ve started building my email list and social media, and, most importantly, I understand what function each of these things has in my business and have specific reasons for each of the tactics I am using. And, each of the different things I’m doing is contributing to creating and fulfilling the larger vision and missions of my business.

And I hope that my experiences will help you be able to do the same.

So, that's why over the next few posts, I’ll continue exploring the differences in these concepts, why small businesses need them and how to apply them. Stay tuned… And, hopefully, we can tackle this problem together.

Until then, what has been your experience with this topic? Comment below to share your opinions and then share this article with someone you know who might benefit from it.

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The New Rules of “Success” aka 1 Reason Why It’s Essential to Have a Professional Portrait.

As part of my never-ending quest for knowledge, growth and understanding success, I recently read the book The Go-Giver by Bob Burg and John David Mann which I heard about from one of my unofficial mentors Marie Forleo. It's a quick read that I recommend to anyone who wants to be successful - whatever that may mean to you. Anyway, in the book, there was one concept that was introduced - which was not one of the major themes, but which reaffirmed something I've been coming to learn about life and success recently. In the book, a character explores the idea of "stories" and the comparison between children and adults in how they approach problem-solving (for lack of a better term) and life in general. The character says, "You just make it up." And that stuck with me.

What I've really begun to realize is that life has no rules. It's cliché, but true, that life is what you make of it - and we all just make it up.

I've noticed that the people that are the most 'successful' and the most happy, have really figured this out.

These people may have gotten to where they are by following conventional wisdom and common steps, but I've realized that success is many things and its definition is fluid and individual. And, because of that, and because of the "chaos" (cough cough, I mean change) that has been going on for the past few (or more) years in the economy and the job market, I've come to realize that what used to be true is no longer true and to get where I want to go, I really do have to "make it up." I reiterate:

There are no rules. ...Why am I saying this?

Well, because, being the young entrepreneur I am, I kind of fell into entrepreneurship as a means to an end and by complete accident (though I do believe now that this is where I'm supposed to be). But, I fell into it because of the state of the job market and a number of other factors relating to finding full time work. You see, I adopted the mentality that we create our own opportunities. But it was an accident. Seriously. I was always a goody-two-shoes, by the book kind of girl. Maybe not in terms of my fashion sense (I was a poster child for Hot Topic in high school, and I have an affinity for dying my hair fun colors), but I followed the "rules" as they were laid out to me: 1. get good grades, 2. do every extra curricular activity you can, 3. go to college, 4. repeat 1 and 2, 5. do internship(s), 6. graduate .... So far so good... but, the problem came after that.... because number 7 was always "get a good job". (8. work, forever, 9. retire, 10. die...) Except... that that didn't happen. I felt like, "I did everything right, so why can't I get a job?" And, you know what I was told: "it's the economy." I was told to not blame myself, that it was not my fault - basically that the problem was outside of me and I couldn't really do anything about it. The problem is, that wasn't super helpful because where does that leave me? Still jobless and questioning. However, I'm lucky that one of my strengths in life is adaptability and that I learned before that it doesn't matter what happens TO us, but rather what we make of the situation that counts. Said another way, adapt or perish, and we create our own opportunities... So, what did I do?

I embraced my skills and found a way.

I found an internship by interacting with someone on Twitter. Then I found another internship on Craigslist... Then... after a year or more and even with more work experience, something was still wrong... because I STILL was not getting a job. Well, I said, "to hell with it." I still needed to make money, so I took inventory of my skills (again) and took to the networking groups. I made myself a website and poof, the world had it's newest freelancer. I had no idea what I was doing, and I had no role models in business, but, I managed to get a few clients, by chance. And I started learning and studying business. Fast forward. Now, I'm a business person. What did I learn about success, or how to be successful?

Step 1 to being or becoming successful is to define success on your own terms.

Success, for me, isn't about having a job. Success isn't about having a big house, a picket fence, a husband, 2.5 children, and a dog. Success is different for everyone, and for me, it has many definitions. And, it's not as much about the external things, as much as about having a strong, healthy and resilient mindset to be able to continue achieving.

Step 2 is realizing and embracing that there are no rules anymore and that we not only have the power to create it ourselves, but we must take control and "make it up" ourselves.

To really achieve whatever your version of success is, it's absolutely essential to realize that, while we don't have say over what happens to us, we do have say over what actions we take in pursuit of what we want. Let's face it. (Pardon my French, but...) Shit's gonna happen. We'll face less than ideal circumstances. But it doesn't matter. Success, to me, is taking responsibility, climbing out of the hole and taking action to improve the situation. And making it up. It's not necessarily just the achievement of our goals or having what we want, but it's being strong enough to take the steps and keep trying, and embracing failure as part of the process, but continuing to learn, grow and try again. I know, what authority do I have to be talking about success, at my age and level of accomplishment? It's true, I don't match the "traditional" definition of success, in that I'm pretty young, my business is still young and not yet where I'd like it to be, but when the advice from more experienced individuals I receive is to keep doing what I'm doing, that I'm doing it right, and when I see my approach being validated by bestselling books on business and productivity, I can't help but feel that I'm successful. That I'm really making something happen. Coming from complete ignorance of business and success, and stereotypical rules, and job market failure, I feel successful because I know that I'm on the right track, and that the challenges I'm facing right now don't define me, but what I do to overcome them and how I learn and grow from them is what matters and will have more of an effect on how things play out.

...Then, how do we be successful in this economy? Especially if there are no rules?

There aren't rules because everyone's definition of success is different, but there are some principles that I've learned which are helpful, that are not solely applicable to business, but also if you are an employee. Firstly, everything that we do must create value. Even having a job is about value creation - as an employee, a person is providing a service to their employee which is valuable to them (i.e. why you get paid to do it). In business, we make money because our service or product adds value to the customers. So.

1. Aim to create/add value.

Secondly, success (I mean... Life) doesn't happen in a vacuum. If success (defined by achievements) is what you seek, it won't happen on it's own, or by yourself. It requires other people. For example, money won't just appear out of thin air - it requires an employer or customers (or an inheritance, which sort of comes out of thin air... or death of another person). So, it pays to have a strong group of people who believe in you.

2. Aim to have a strong community of supporters and friends.

3. Aim to add value to that strong community.

Ok.

I know, I still haven't addressed the title and why this means we all need a professional portrait to be successful.

Well, because what I am essentially describing, about creating our own opportunities and having a strong network, basically means that in order to achieve "success" - or at least build a career that you are proud of and is fulfilling - even as an employee - we have to have a personal brand.

And, in having a personal brand, we have to "market" (or present/promote) ourselves in a similar way to how a company would market itself. That means, having a mission, vision, goals, and taking control of our reputations.

Having a personal brand means managing how you are seen, how you come across to strangers online. It means understanding that you are being seen and that everything you do has an impact on your reputation - so, if you want to be seen as professional, you need to represent yourself as a professional online. That means, using professional images to represent yourself on your social media, on your website/blog, in email (perhaps) - on anything you use to promote yourself.

Said another way, if you want to have a fulfilling career (whether in business or as an employee), you need to stand out from the croud by adding value, having a strong network, standing for something and being able to communicate that, and coming across as professional wherever you are. (By the way, this doesn't have to mean boring headshots, but can mean creative, high quality, professional images of you being you - not "cell-fies".)

And, by the way, while we’re on the topic of success and photos… having these photos is not just so you can put them on your own marketing (social media, website, etc.). As an acquaintance of mine, Kim Nicol, recently pointed out, it’s also helpful to have for when others request images of you to publish when you are featured somewhere, which is likely to happen at some point, so you want to be in control of what picture they use and be confident in the photo.

There you have it. So, it's not quite a "rule" that success = having professional photos, but it's definitely an essential step in the process. 

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Well, I hope you found this post interesting and/or helpful, or at least that it inspired some new thoughts for you.

Thank you for reading.

If you found anything about this post helpful, please be sure to share it with your friends.

And, if you are interested in learning more about having me do your photos, contact me (845-418-2718 or contact@caylena.com) and visit my website: http://www.ccphotoandmedia.com.

Now - go be awesome!

What's branding? Why do I need it? How do I do it?

Today I will be covering a very important topic that is way too often overlooked or misunderstood by local and small businesses, social entrepreneurs and creatives. That is the idea of BRANDING. It's a confusing world out there, and so many people are going out on their own to build a life worth living, which means they are jumping on the entrepreneurial bandwagon... and then, they hear buzz words like branding, marketing, social media marketing, etc. and get overwhelmed. Well, I'm here to help you sort some things out. Firstly...

What's branding?!

In it's simplest form, branding is to a business as identity (i.e. core values, purpose, philosophy, history, beliefs, goals, and image) is to an individual. A brand is basically anything you convey about your business that helps your business or persona stand out from the sea of other providers offering the same service or product. Branding goes deeper than just graphic design and visuals. Brand is about the core messaging and the WHY behind the WHAT. It also becomes what for and how your company is known.

The True Power of a Strong Brand: Being Known

To get an understanding of "branding" it helps to look at some of the bigger companies that are doing it right. By "doing it right" I mean, companies that have clear messaging about the reason for what they do, the type of people they want and the image that comes to mind when thinking about them. A great example of this concept is Apple. With all the different campaigns Apple has done throughout it's life, not only does everyone know that it exists, BUT they also know that Apple believes in simplicity, functional and beautiful design, creativity, and thinking differently. We know that Apple is for the creative type.It's not even about the specific products they sell - it's about the emotional connection. When someone even mentions Apple or an Apple product, certain images and ideas come to mind about the context and the person. THAT is the power of branding. People knowing who and why, before what. And look how it's served them in the technology market! They are at the top in multiple product areas - computers, tablets, and mobile phones!

I'm not Apple and I don't have millions of dollars to spend on that.

I get it. And that's totally cool. You don't have to spend zillions to have a strong brand message. But, having a strong brand message will set you apart. So, let's come back down to the local market for a bit. Every company should have a unique brand. Why? Because it will set you apart from all the other businesses in the area that offer similar services. For example, a local cafe in Beacon, NY just underwent some major branding shifts that have helped immensely. The Pandorica, formerly the Cup and Saucer Tea Room, went from an everyday, simple, old-fashioned looking British lunch and tea spot, to a themed cafe based on the show Doctor Who. It completely transformed the business, taking it from mostly empty to lines out the door! That's the power of having something unique. Before, it was just another cafe on Main Street, now it's a niche, trendy spot.

How to Figure Out Your Own Brand

I'm not British. I don't have a cool accent and I don't watch television. How can I find my brand identity? No problem!! You don't have to jump on a trend train to create a brand message. ...But, you do have to get real close and comfy with yourself and your company. First, just start by doing some reflection on why you got into the business you're doing in the first place. Next, consider your own background and interests. Then, consider the type of people you want to help and how your services/products solve a core problem for them. Finally, put this all together and determine your unique message(s) and philosophy. For example, if you are a mom and you are trying to build a business selling Arbonne products, start by asking yourself why. The answer might be that you want to build a side business so you can eventually quit your job as a teacher and spend more time with your family. Great, then think about core elements of your identity and beliefs. And think about how that fits into your desire to sell Arbonne products and build a team of sales people. Perhaps the Arbonne products reduced the stretch marks from having your babies and you are passionate about helping other mom's with the same issue. You believe in the power of organic and botanical products, etc. and want to connect with other moms that feel the same way. Figuring out your core beliefs and philosophies helps determine the type of people you want to work with, which helps you get more specific and ultimately makes it easier to accomplish your mission of building a business because it makes it easier to understand where to find these people and how to connect with them.

Now that I've figured out what I want to say, how do I get the message out there?

Once you've done the deep work and figured out what you want to say, it's time to get the message out there. There are many ways to convey the ideas you want to share, and this is where the marketing part comes in. This is where websites, advertising, social media, and other types of promotion start to be a part of the equation - only after you have an idea what to say. When you have your brand ideals figured out, then you can begin to create marketing materials that convey these ideas through writing, photography, graphic design, colors, illustrations and all other tools of communication. This is where and when you start to develop your visual brand and identity.

To Learn More

To learn more about this topic or find out how I can help you, visit my website: http://www.ccphotoandmedia.com