Case Study – Event Marketing (Donna Thornton)

Marketing Case Study - Event MarketingFiguring out how to go about marketing your business and making more money is not always easy. Business owners know what they know, but often have no idea of how to craft a marketing plan that will be effective and not horrifically hard to implement.

Today we are going to be looking at an Event Marketing case study, where a small business owner melds her goals and dreams with cold hard marketing tactics that will work to make her more money!

Donna Thornton – Psychic Medium Channel

I have been working with Donna for quite some time now and she is like lots of entrepreneurs, moving forward, sideways and back as she is figuring out what her fabulous life and business look like. Today we were looking at what she is currently doing and what she would like to do going forward to determine the best marketing plan for her business.

What Donna Likes To Do

Product Development Worksheet1. The first step is to figure out what you like to do! Donna likes helping people, giving readings (tarot), clearing houses, teaching tarot classes and working at parties.

How To :: One way to figure what you like to do is to ask yourself, if you could only do one thing, all day, every day, for the rest of your life, what would it be? No matter what your industry is, in each there are parts that you are going to find that you like more than others. For example I like speaking, but I can’t travel as much as I used to because we adopted 3 kids. This opens the door for speaking locally as well as doing webinars or a podcast for marketing.

2. The next step is to figure out a practical amount of each of product that she will be selling (time-wise and income-wise) to achieve her level of income required. We used the Product Development Sheet from the Marketing Strategy Workbook to figure out that Donna would like this to be 1/4 of her income so she would have to sell 1.5 per week or 9 month. Selling 1.5 a week is not so hard to accomplish!

Who Would Buy What She Is Selling

The next thing we looked at for Donna’s marketing plan was to figure out the perfect customer for her 6 week in person training course. By knowing that the person who would be attending was a woman, 35-45, named Miranda, we could start putting things together about her that will help us figure out how to sell the course.

Miranda:

  • She has school aged kids, but they are not babies
  • She drives a station wagon and lives in suburbia
  • She works because she needs money for her family (she is an admin assistant)
  • She gardens and likes to decorate her house
  • Her worldview is that this class will “let her do something for herself” and she can “get together with like-minded people”
  • She wants to be part of the “club” that knows about Tarot
  • She loves the TV show Supernatural, her kids, her husband, the NY Medium and buying crystals
  • She hopes that this class will be fun, she will learn something and that it will help answer some of her questions
  • She worries that everyone will think she is flaky for taking it

find out more about doing a Perfect Customer Profile or creating your perfect avatar

Marketing Plan

Now that we “know” so much about our perfect customer, we can start crafting a marketing plan that will allow us to target women like Miranda.

Website. We did some competitive SEO research and found that, while there are 491,000 competing sites for tarot classes denver, there are only 8 listings for the exact search “tarot classes denver” and only one lone meetup from years ago for “tarot classes westminster”. This gives Donna a really great chance to rank on Google for some really good keywords that would bring in students.

Locations. She is going to check with a friend who has a conference room in a metaphysical center to see if she can use her location. Because there is already an established group of people who go there, she might be able to pick up some new students via flyers or referrals.

Local sites. Donna has a number of different local events sites to list the classes:

  • Meetup
  • Local event sites
  • Yelp
  • Regional paper (sending a press release)

Videos. Donna is going to make at least 3 videos inviting people to her event. This way she can rotate them and also get the value of the keywords on YouTube. Don’t forget, upload videos directly when posting them to Facebook.

Graphics. Donna will be using Canva.com to make graphics for the event. She will be sharing these to:

  • Facebook using a posting schedule on Hootsuite (she will also be posting pictures of happy people from her last classes)
  • Twitter, remembering to use her Twitter #denver and #westminster hashtags
  • Google+ using targeted keywords like “Tarot Classes Denver” and “Tarot Classes Westminster”
  • Pinterest – posting pictures with link on a “Tarot Classes Denver” board

She will not be using LinkedIn for this campaign as it is not a great fit!

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>> Check out the Marketing Strategy Guide today!

How To Brand Your Social Media For The Holidays

 

How to brand your social media for the holidaysIt is time to plan your social media branding for Thanksgiving, Christmas and New Years. Seeing as how the holidays are creeping up on us, you need to make sure that you have a rock solid plan for what to do to get your sales on over the coming months.

Branding Your Social Media For The Holidays

The first thing that you want to start with is doing a custom header for your social media properties. These pictures are a great opportunity if you are actually selling something that is appropriate for Christmas buying!

In this one we just added fun Christmas lights to the regular banner we use for our EbookNerds Twitter account.

Tips:

If you are just having Christmas lights added to to your normal design, head over to Fiverr.com and pay just $5 to get them added!

Cute Christmas Lights For Twitter

Marketing Branding Christmas Social Media

Tips:

Make sure to click the photos and make a call to action with a link

See some in action: Cleans Green Facebook Page & Tara Jacobsen Google Plus (click the pictures to see the links)

Take Advantage Of Native Social Media Properties

Some of the sites like Twitter and Facebook allow you to “Pin” a picture to the top. Make sure that you are taking advantage of this opportunity by keeping one of your Christmas sales messages at the top!

Social media for christmas - pin it where you can

Formatting Your Ads

Make sure you have both versions of each picture to share on sites that like horizontal pictures and also vertical pictures.

You need to have both horizontal and vertical versions of pictures

Get LOTS of Ads

It is nice to have a good mix of different ads that you can share over the course of November and December.

Have a nice mix of all kinds of different marketing banners

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How to brand your social media for the holidays

The Best Christmas Gifts For Small Business Owners and Entrepreneurs

The Best Christmas Gifts For Entrepreneurs and Small Business OwnersBuying the best Christmas Gifts for entrepreneurs and small business owners can be hard! Should you get them something to help their business or should you stick to something personal? This list includes things that can help support them at a business level, a personal level and as a marketing genius who will be able to grow her business exponentially over the next year!

Why Not Get Her A Toaster Again This Year?

As a business owner myself, I can tell you the top reasons that I appreciate getting these types of business related Christmas Gifts are:

  • By getting me something for my small business my spouse is telling me that he cares and supports me and my business (it doesn’t always feel that way during the year!)
  • Because I am still building my business, I wouldn’t necessarily be willing to buy these things for myself right now
  • I am not always okay with spending money on myself and so having him pay will make a REALLY great Christmas present…:)

For the purposes of this post I am going to try and break down where your spouse, boyfriend, finance, business partner or other significant other might be in the process of their business right now. I am also going to try and explain why the recommended product might be such a great training or business opportunity for them! Some of the links go to affiliate links where I might get a couple of bucks for the recommendations, but many just go to things I really do think will be a benefit to small business owners and entrepreneurs and make you look great this Christmas!!!

Christmas Gifts If They Are Just Getting Started In Business

 

The Last Marketing Strategy Guide

The Last Marketing Strategy Guide - Xmas EditionThis is my product and I am super dedicated to helping you make this an amazing Christmas Present!! If you order before December 15th and want the printed out copy I will send it to you wrapped up all beautiful with an awesome letter about how to get started! This one is available via phone only (727) 415-9165 for $250. Want the regular version that you can print out yourself, just click this link or the graphic above!

$200-250

Super Cool Stocking Stuffer

Best Christmas Gifts For Entrepreneurs - Business Card Stocking StuffersWhat about a fun stocking stuffer of business cards from Vistaprint to get her/him off on the right track! Some things to consider… 1) a lot of people like to have super glossy fronts and then just a plain white back so that people can make notes when putting them in the database. 2) If you don’t like any of the “regular” designs from Vistaprint, use Fiverr.com to get someone to do quick custom design for you to make it special! (BONUS…you get $10 off your first order with Vistaprint!)

$25-50

Christmas Gifts For The Author In Your Life

 

Fiction Unboxed – Self Publishing Podcast Guys

Best Christmas Presents For AuthorsIf your significant other is thinking about writing a book, getting to see behind the scenes to know what goes into the process of being a successful author. I bought the original fiction unboxed and seeing how the guys work was really valuable to me (even though I only write non-fiction!) Find out about Fiction Unboxed

$39

Author Marketing Club

Author Marketing Club - Best Christmas Presents AuthorsJim Kukral started the Author Marketing Club and is a pretty techy kind of guy. His site allows authors to hear about the latest marketing techniques but best of all, he has the coolest “description generator” that works to make your Amazon descriptions look snazzy and stand out from the pack!

Check out the Author Marketing Club

$105

Christmas Presents For Speakers, Coaches, Authors and Trainers

Best Christmas Presents for Speakers, Authors, Coaches and Trainers - Podcasters ParadiseJohn Lee Dumas is the most popular business podcaster in the world! His show is listened to by thousands of people a day and his annual income from podcasting is in the millions. If your Author, Speaker, Coach or Trainer has been talking about having a podcast, get on this webinar and sign up for a special discount! Podcasters Paradise

$1,200

Technology Gifts For Entrepreneurs and Small Business Owners

Best Technology Presents for EntrepreneursGorillaPod Stand for Mobile Phones – If she is going to be doing videos of herself, having to have a person there to hold the camera may become a huge boundary. The GorillaPod will let her position her phone practically anywhere! $29.95 – great stocking stuffer!

GoPro Hero Camera – The GoPro is the neatest camera since sliced white bread. I know that this will look good under the tree because many of the giveaways that are at networking events feature this camera and there are fights over who will win it! $499.99

The Yeti Blue Microphone – Whether she is doing a podcast, webinars or just meeting with clients online, having a rock star microphone will make her sound great! $119 – If you want to shop local Best Buy will match online pricing from Walmart and other major retailers

Handmade Laptop Bag – You might not know about Etsy.com where artists make customized products to sell online. I have gotten a couple custom laptop bags and really enjoy the craftsmanship as well as not being a “me too” the same as everyone else. $20-200

Well there you have it, my list of the best Christmas Gifts to give Entrepreneurs and Small Business owners this year! If I missed something you think would be a great idea, please let me know in the comments. Manufacturers and publishers, if you can give my peeps a deal and have a great product, please let me know!

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The Best Christmas Presents For Small Business Owners and Entrepreneurs

Halloween Quotes | Scary and Spooky Quotes With Pictures

Halloween Quotes - Spooky and Scary with Pictures!! BOO!!Here are some of my favorite spooky and scary Halloween quotes with pictures!!! Boo!!

Each year Halloween rolls around and I think, I have enough quotes with pictures for Halloween, but then my inner spooky kicks in and I get all excited about getting some new Halloween pics to make spooky.

When witches go riding, and black cats are seen, the moon laughs and whispers, ‘tis near Halloween.
~ Author Unknown

At first cock-crow the ghosts must go Back to their quiet graves below.
~ Theodosia Garrison

There is a time to take counsel of your fears, and there is a time to never listen to any fear.
~ George S. Patton

Hold on, man. We don’t go anywhere with “scary,” “spooky,” “haunted,” or “forbidden” in the title.
~ From Scooby-Doo

If a man harbors any sort of fear, it makes him landlord to a ghost.
~ Lloyd Douglas

From ghoulies & ghosties & long-leggedy beasties & things that go bump in the night, Good Lord, deliver us! ~Scottish Saying

From ghoulies & ghosties & long-leggedy beasties & things that go bump in the night, Good Lord, deliver us!
~Scottish Saying

Many of our fears are tissue-paper-thin, and a single courageous step would carry us clear through them.  ~ Brendan FrancisMany of our fears are tissue-paper-thin, and a single courageous step would carry us clear through them. ~ Brendan Francis

This inhuman place makes human monsters.
~ Stephen King, The Shining

So what, ghosts can’t hurt you. That’s what I thought then.
~ Stephen King, Bag of Bones

It’s as much fun to scare as to be scared.
~ Vincent Price

I love finding things that scare me and doing them. That’s how you grow.
~ Vanessa Hudgens

When black cats prowl and pumpkins gleam, May luck be yours on Halloween. ~ Author UnknownWhen black cats prowl and pumpkins gleam, May luck be yours on Halloween.
~ Author Unknown

Obstacles are like wild animals. They are cowards but they will bluff you if they can. If they see you are afraid of them… they are liable to spring upon you; but if you look them squarely in the eye, they will slink out of sight.
~ Orison Swett Marden

He who fights with monsters might take care lest he thereby become a monster. Is not life a hundred times too short for us to bore ourselves?
~ Friedrich Nietzsche

Fear is static that prevents me from hearing myself.
~ Samuel Butler

I also have always liked the monster within idea. I like the zombies being us. Zombies are the blue-collar monsters. ~ George A. Romero

I also have always liked the monster within idea. I like the zombies being us. Zombies are the blue-collar monsters.
~ George A. Romero

He has not learned the lesson of life who does not every day surmount a fear.
~ Ralph Waldo Emerson

There are nights when the wolves are silent and only the moon howls.  ~ George CarlinThere are nights when the wolves are silent and only the moon howls.
~ George Carlin

I like to write in a shroud of secrecy because I have to keep finding ways to scare myself.
~ M. Night Shyamalan

Behind every tree there’s a new monster.
~ Todd Rundgren

Fear makes the wolf bigger than he is.
~ German Proverb

Ghostly things don’t really scare me, but they really intrigue me.
~ Sophie Turner

The artist must bow to the monster of his own imagination. ~ Richard Wright

The artist must bow to the monster of his own imagination.
~ Richard Wright

When someone asks, ‘Does success make you into a monster?’ I always say, ‘No, it enables you to be a monster.’
~ Simon Cowell

I have learned over the years that when one’s mind is made up, this diminishes fear.
~ Rosa Parks

There are several good protections against temptation, but the surest is cowardice. ~ Mark Twain

There are several good protections against temptation, but the surest is cowardice.
~ Mark Twain

Scare answers to scare, and force begets force, until at length it comes to be seen that we are racing one against another after a phantom security which continually vanishes as we approach.
~ Henry Campbell-Bannerman

Anything I’ve ever done that ultimately was worthwhile… initially scared me to death.
~ Betty Bender

I would rather die a meaningful death than to live a meaningless life.
~ Corazon Aquino

An idea, like a ghost, must be spoken to a little before it will explain itself. ~ Charles Dickens

An idea, like a ghost, must be spoken to a little before it will explain itself.
~ Charles Dickens

Death is nothing, but to live defeated and inglorious is to die daily.
~ Napoleon Bonaparte

Fear is a darkroom where negatives develop.   ~ Usman B. Asif

Fear is a darkroom where negatives develop. ~ Usman B. Asif

There are very few monsters who warrant the fear we have of them.   ~ Andre Gide

There are very few monsters who warrant the fear we have of them. ~ Andre Gide

There you have it, my favorite Halloween Quotes with pictures for this year!!! Want more? Check out last year’s Halloween Quotes or my first years Cheesy Halloween Email Subject Lines.

Halloween Quotes With Pictures

Becoming An Expert – How To Pick A Niche Market

Becoming An Expert - How To Pick A Niche MarketBecoming an expert is easy. Simply know more than the people who you are talking to. The big question is how to pick a niche market to become an expert in…that is the rub!

I follow a gal who is simply amazing. She has been a hip-hop singer, waitress, coach, author, speaker, and many other things in her life and has somehow found a way to bring them all together in one magic bottle. Good on her! The problem for me is that she is telling other people that they can do the same.

Having worked with hundreds of small business owners over the years, I can tell you that most small business owners are not super clear about having products or services for one niche market, let alone trying to encompass two or even three markets. Entrepreneurs (like me) love the idea that we can do anything, be anything and accomplish it all at the same time, so this idea of multi-channel efforts sounds great.

Unfortunately for most of us, unless we keep our eye on the prize for one specific goal, for a fixed period of time, we veer off in all kinds of interesting and exciting shiney new directions, waking in a couple of months with a joy hangover but having not moved our business forward in any kind of cohesive manner.

Hopefully this post will help you to figure out a topic that you can become an expert in, and then give you some clear, concise steps to take to get you there.

Choosing A Niche Market – Go Broad

There is one school of though that say you should pick a giant niche that you can slice into chunks. I am up in the air about this one because I follow this model (somewhat). I want to be know for “marketing”. I want right of first refusal anytime you have a question about marketing, whether it is for coaching, which training program you should buy or whether I want to write a blog post about it.

That said, there are hundreds of kinds of marketing that I don’t know about/provide support for like Facebook paid ads, mobile marketing, local SEO, viral videos, enterprise level marketing, the list goes on and on.

There is no one I know who is an expert in every kind of marketing, or sports or food or any other topic. That said, what does it hurt to go that high level? Well…

For me to try to rank for the search term “marketing” on Google, I would have to beat out 441,000,000 competing sites like Wikipedia, the American Marketing Association, Entrepreneur.com and host of other huge names. While that term gets 60,000 searches a month, how many of those are for something that is a kind of marketing that I don’t do?

Niche Market – Go Narrow

So what if I go narrow for a niche marketing term like “Customer Demographics”. It only gets 70 searches a month according to Google, but I get almost 2,000 web hits per month to the two main pages that I rank for this term.

That is some powerful Google mojo, but I am not a demographics or numbers kind of gal except as it relates to SEO and searches (then I can geek out with the best of them!) That said, it is a great place to promote my Marketing Strategy Workbook and a Perfect Customer Profile Ebook I wrote with a marketing partner.

Writing about “thin slices” of marketing like “customer demographics” and “choosing a niche” allow me to rank highly for smaller pages on my website which in turn leads to ranking more highly for my top term of small business marketing. Although I may never get to page one for that term, I will have a site that overall ranks highly for many key marketing terms.

Same Expert, Different Target Market

All that said, does that mean you can’t combine passions? Absolutely not! Just recently I met with a gal who was having trouble getting her nutrition business off the ground. She was battling all the other people out there pitching cleanses and eating healthy and getting no where.

We spent some time figuring out what her passions were in addition to nutrition and found out that she is a complete geek about doing nutrition (making her own meade and trying to understand the chemistry behind how a sourdough starter begins). She is a also a HUGE outdoor gal who would spend all her days cooking over a campfire if she could….BINGO!

We rebranded her with “Nerdy Nutrition” and her target market for many of her custom products is going to be for people who are trying to maintain a healthy lifestyle while camping and hiking.

The neat thing about this is that if all Chris got to do was spend all her time outdoors, cooking and talking food with other wilderness people, she would be in heaven. When you can find a realistic junction point between your passions, you can really make some magic!

Marketing Your Niche

Okay, here is where the rubber meets the road. Marketing online and offline are much different animals. My offline “Marketing” persona is rock solid. My business card reflects that I am a marketing speaker, author and consultant.

Tara Jacobsen - Marketing Speaker

I speak locally and nationally about all kinds of marketing topics and am super happy with how well branded I am as a “marketing expert”.

Becoming An Expert Online

Online marketing is where you have to be super sure that you are presenting your best “face” forward. Your website and social profiles all need to line up and show that you are something specific.

Website

You need to know what you want to be an expert for so that you can make your website reflect that. There are a number of different ways this comes across, overtly and more subtly.

  • About Us Page – Make sure your about us page states clearly what you are an expert in. I am huge fan of searching for experts in other fields and then modeling their about us page for your industry.
  • Speaker or Other Page – The cool thing is you don’t have to limit yourself to just one page. I have an about us page and a marketing speaker page. It targets marketing speaking and LOCAL Denver marketing speaking. The cool thing is that I get invited to speak at national events that are held here in Denver since they don’t want to have to fly everyone in and put them up! I have my TaraJacobsen.com domain name pointed to this sub page.

Social Media

One thing that I think people get wrong is thinking that someone is going to be looking for an expert using Twitter, Pinterest or Facebook (they might using LinkedIn). Instead there is a slow insidious process behind the scenes where they notice you talk a lot about your topic, then start to realize you are pretty smart, THEN they look to you as an expert.

Another thing that happens is that you get put on lists that other people use. For example I have a list on Twitter of Marketing People I like that is public. Other people have subscribed to that list and now they can follow the cool marketing people I like too!

It is vital that you take the time to figure out on each platform what constitutes being an expert. For example:

  • Twitter – You need to make sure that you have your industry hashtags in your description. Most people sifting through the sea of Twitter handles will look for a #marketing speaker, well before they will try to find a speaker in that mis-mash of humanity. Here is my Twitter description :: Taradactyl on Twitter.
  • Pinterest – You need to have your expert keyword terms at all levels from individual pins, to boards and onto your profile description.
  • Facebook – Facebook’s search capabilities are very limited so you will want to have a page with your expert status listed in the actual title if FB will one of your key marketing channels.
  • Google Plus - There is amazing search capabilities in Google+ so just make sure you have your expert keywords in your profile or page description.
  • LinkedIn - There are whole books written about how to have a great LinkedIn description. Here is a walkthrough of how I optimized my LinkedIn description “perfectly”.
  • Instagram – You may be surprised to see Instagram on the list, but this is hot up and coming network that is owned by Facebook. The key to Instagram search is hashtags so make sure to research those so you can rank well!

It is definitely worth taking the time to optimize your site and your social profiles when you are becoming an expert in a market niche! Each and every little thing you do adds up to help define you as your ideal profession so take the time to review all your profiles and make sure they are up to snuff!