Canadian Small Business Women

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Are you asking the right questions about your social media strategy

We only know what we know. And there is SO MUCH information out there that it would be virtually impossible for one person to know EVERYTHING (despite what some people may tell you). So we ask questions to fill the knowledge gaps. But what if you’re asking the wrong questions?

We have spoken with and worked with so many business owners, department directors, and aspiring business owners over the years and one thing is pretty clear: If you’re asking the wrong questions, you likely won’t have a successful marketing strategy. Also, if you don’t know what questions to ask you either need to find an expert who isn’t just going to take your money and run, or you need to do extra research on your own to fill in the knowledge gaps.

Here are a few questions we’ve gotten when people are looking for marketing help. While it’s good to ask questions, make sure you’re focused on the right things.

Can I get a huge following on social media if I’m not famous or good looking?

Yes, this was a question I encountered. The reality is… Social media is very saturated these days. Unless you’re jumping on a new platform and it doesn’t crash and burn within the first year or so it can be hard to just join social media and get a huge following. There are a few things you can do to grow quickly like purchasing followers and using engagement pods – BUT YOU SHOULD NOT DO THAT. It’s best to grow steady even if it feels slow. You can increase your following through paid ads as well, but you still need to really work at growing.

REALITY CHECK: asking about growing a huge following on social media means you’re looking at vanity metrics. Sure it may appear great if you have a lot of followers, but the real success comes from focusing on engagement with the followers you have and your conversion rate (how many become paying clients). You can have 1 million followers on social media, but if none of them are engaging with your content or buying into what you’re selling… what’s the point? Focus on posting consistently and creating opportunities for dialogue with your followers.

What’s the best social media platform?

No one likes the answer to this question, because it really depends.

REALITY CHECK: The question you should be asking is where does my audience hang out online? The best social media platform is the one where your audience is. For example, if you’re targeting an older crowd, TikTok is likely not for you. There is lots of data out there about what age groups are on each platform – and you can also get a good sense of things by having a peek at what your competitors are doing. Even better? If you have existing customers as them how they want you to communicate with them! You might be surprised. But that kind of feedback can help shape your entire marketing strategy.

Can you just run some ads on social media?

Let me start by saying that I completely believe in paid social media marketing. However, I don’t think that it should exist without an organic strategy. You could just run some ads… then what? What happens when people go to look at your profile and they see no content? Or worse, if they see content that was posted 6 months ago? For me, I question whether the business still actually exists when I see this.

REALITY CHECK: You need to establish yourself on a social platform and create opportunities for dialogue with your organic strategy before running ads (or do it at the same time as part of a bigger growth strategy). The ads are like the toppings to an incredible ice cream Sunday. Get that content strategy in place and regularly interact with other users on the platform. You’ll even find that your social media ads will likely be more successful in converting customers.

Can I have the same content across all platforms?

This is a tricky one because it also depends.

REALITY CHECK: It depends on what your overall goals are for each social media platform you’re on. If you just want to maintain a digital footprint but it’s not a focus, then yes, having the same content is fine. However, if you’re looking to create a meaningful strategy for each platform, you need to build and nurture your audience on each platform. That means creating content specifically for each platform. For example, on Instagram its common to see up to 30 hashtags per post. It looks funny if you see that on Facebook. Also certain platforms like Instagram you can’t share links directly in the post itself, but you can on others. Lastly, if you want to work to grow your audience and engage on each platform, you need to give them a reason to follow you on multiple platforms. If you’re sharing the same content everywhere, they only need to follow you on one platform.

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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How to overhaul your marketing content with a great blogging strategy

We made it to week two of 2022 and most of us fall into three categories:

  1. You have set goals for the year, and you’re excited to be taking the first steps to achieving them – because you have a plan.
  2. You have set goals for the year, but you’re already feeling really overwhelmed with the pressure you put on yourself to succeed – likely because you don’t have a plan in place that supports your growth.
  3. You have already abandoned all planning you may have done – it’s much easier to fall into the status quo whether it worked or not.

While the past couple of years have been challenging – and exhausting – for most business owners, that doesn’t mean you should avoid planning or challenging yourself to try something new this year. And you can even try something that will make your life easier. I am a huge fan of working smarter not harder. We should all strive for that. It doesn’t mean you are lazy or cutting corners. It means you are putting things together like a puzzle to create a bigger picture – your overall plan. For your marketing, that means finding efficiencies to make everyday tasks that much easier. When it comes to your marketing content a great blogging strategy may be the answer you are looking for to ease some of the pressure.

Here are 5 steps to help you leverage a blog strategy to take your entire content marketing strategy up a notch.

Step 1: Identify your marketing channels

I always start with what I WANT and then get to what I NEED (AKA what I – or my client – can handle). Create a list of your desired marketing channels. Make sure it’s based on your customers and where they like to interact with brands. Once you have that list, CUT THE FLUFF. This means prioritize your list from most effective to least effective based on factors like:

  • Does my audience use this channel?
  • Are my competitors successful on this channel?
  • Has this been effective for me in the past?

Then you have to figure out what you can handle based on budget (time, money, team skills) and start cutting from the bottom of your list until you can manage what you have left. You have to remove your personal emotions from this because what you want might not be what you need at this point in time. And remember, just because you’re not doing it now doesn’t mean you can’t add on to your strategy later!

HOT TIP: Blogging should be included in your list!!! You can adjust the frequency to meet your budget needs.

Step 2: Identify your blogging personality

It’s a given that your brand identity should be tightly woven throughout your blog content. However, when it comes to blogging, you can adjust your content based on your strengths. Not all blogs have to be written – and sometimes it doesn’t even make as much sense to write out a blog like this one. For example, if you are a chef, you could do photo stories with short descriptions instead that showcase a great recipe or food and beverage pairing. You could do a video blog or even audio (hello podcasts have exploded in recent years!). A blog is meant to showcase your brand, your expertise, YOU, so you can make it fit your needs.

Step 3: Build an editorial calendar

This is a secret pleasure of mine. An editorial calendar is a schedule that outlines dates, responsibilities, blog topics, and themes. I usually work 3 months in advance. It’s not always easy to do because it means sitting down and planning in advance. However, this step will make your life sooooo much easier. I know there are fancy content planning platforms, but I like a good old-fashioned spreadsheet. I break my editorial calendar down into monthly themes (you could also do quarterly or seasonal depending on your business and the type of content you are creating). Once I have monthly themes, I set the publish dates for our weekly blogs, assign a team member to write for the week, and assign a topic for the week.

SIDE NOTE: Figuring out your topics in advance means you don’t have to waste time each week trying to come up with a topic!

Step 4: Carry the themes and topics over to your other content platforms

This is where your blog starts to wield its power as the centrepiece of your marketing content. Your thematic and topical structure can drive your social media content, promotional content, Whitepaper topics, email newsletters, free eBooks, and the list could go on. The foundations you create for your blog strategy then become the foundations for your entire marketing strategy.

Step 5: Create content that can be repurposed

Whether you look at this as Step 5 or Step 4 B this is where you start to put together content for your blog. Write for your blog first and then let that content help you populate your other platforms. A well-thought-out blog can turn into at least one social media post (but usually multiple!), an email newsletter, gated content to help collect emails, a media angle to pitch, and more.

You could also create what’s called evergreen content that is content that can be referred to much past the publish date. You can read more about evergreen content here.

For more tips on blog writing itself, check out these blogs here, here, and here.

I talk about blogging for business a lot. I am a huge fan. And it’s because it works, and it can make your life much easier when it comes to marketing content.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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How to build your marketing strategy without feeling overwhelmed

It’s no secret that I strongly suggest that solo entrepreneurs and businesses with small marketing teams should start small and grow their strategy as you gain traction. This can be beneficial for a number of different reasons:

  1. It gives you a bit more time to test your product and tweak your strategy before hitting “the masses” with your glorious brand story.
  2. There are only so many hours in the day to get things done. If you are stretched thin and overworked, you will likely be even less productive and your entire strategy will suffer leaving you exhausted, six months into your launch, and nowhere close to hitting your short term or long-term goals.
  3. You don’t know what you don’t know. While you should do market research before launching your brand and/or marketing strategy so you get to know your market, sometimes, you just can’t predict how well certain strategies will work (or not!). Plus, with new skills and platforms, you will need to take into account the learning curve and time it takes to really build processes that you are comfortable with.

All reasons lead to a “slow and steady wins the race” type of attitude. Often, that is not what people want to hear. The prospect of going viral and having explosive growth seems attractive, but it also comes with challenges. And if you speak with most entrepreneurs who are “overnight successes” most will tell you that it didn’t happen overnight. Success is generally a product of hard work, experience, and learning from your mistakes so you do things differently the next time.

So, what happens if you decide you want to grow your marketing strategy – take it to the next level. Here are a few things you can do to help you adjust to the extra workload.

Make sure you are taking calculated risks

Any new tactic you add to your overall marketing strategy should be carefully planned out and researched. While there will be a certain level of trial and error to get it just right, you should always start with a baseline of knowledge so you aren’t going in blind. For example, if you are adding a new social platform to your digital marketing strategy, is your target audience on that platform and how do they use it? If you are planning a brand experience, what kinds of things have your audience experienced before from competitors?

Plan out your resources

Your resources budget is an important factor, and you know I’m not just talking about financial budgets. You have to consider all resources such as financial budget, time, skills, people, etc. Where time is concerned, consider the time it will take to execute the strategy – because that will take away from other things you are working on. Skills and people are often wrapped up together. Do you have anyone on your team (if you work with a team!) who has the skills to do the extra work and how many people will it take to carry out your plans?

Create a timeline

While it is important to know how much time you need to dedicate to your new additional tasks, you should also plan out what the entire strategy looks like with an overall timeline. This will force you to set goals and identify what success will look like so you have something to work towards. Once you know the end goal, figure out what happens leading up to that. What is the launch timeline? What do you want to accomplish in 3 months, 6 months, 1 year, 5 years, etc. Building milestones into your timeline will allow you to stay on track (and celebrate every. Single. Win along the way). You should also identify whether you have a make-or-break point where you can decide if the new strategy isn’t working for you. If you do have a timeline in mind for that, give the strategy enough time to breathe.

Make sure you have the right skills

When building a marketing strategy, we often start out with things we are most familiar with, which is why you hear so many people talking about stepping out of your comfort zone (myself included!). If you plan on adding something you aren’t fluent in, can you take a course? A workshop? Read articles (how to guides)? Watch YouTube videos? Give yourself time to learn the skills you will need to execute the strategy properly and remember that if you are learning a new skill, it will take longer to get to your end goal.

Hire an expert

Sometimes, you either just don’t have the time to do something or you don’t have the time to learn how to do it – no shame in that. In these cases, consider hiring an expert. A great agency will be willing to work with you to the level you are at, whether that is building a strategy for you to execute after some training, full implementation, or somewhere in between.

​​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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How to stay on track with your 2021 marketing

We are almost two weeks into the new year… How are those New Year’s Resolutions going? Or did you jump on the trend of not setting New Year’s Resolutions – instead opting to choose a word to drive your actions this year. Regardless of your approach, you need to make sure you stay on track with your 2021 Marketing strategy. If you took the time to build a 2021 marketing strategy, wouldn’t you want to do everything you can to stay on track for the year?

Here are four things you can do to help you stay on track with your 2021 marketing strategy.

Set clear annual goals

When December 2021 rolls around, how will you know if you have been successful with your marketing efforts? How will you figure out what held you back if you aren’t working towards something specific? As we get further into 2021, make sure you set SMART goals for both your business and your marketing strategy. If you are not familiar with SMART goals, it stands for:

  • Specific: Get as detailed as you can about what you want to accomplish
  • Measurable: How will you quantify success?
  • Attainable: It is good to have big goals, but make sure you can actually achieve them
  • Relevant: Set goals that make sense for your business
  • Timely: Give yourself a timeframe for completion

Set milestones

Creating an implementation timeline is equally as important as figuring out what strategies and tactics you are going to do throughout the year. You would have set an overall timeframe for success. However, I find that looking at that overall timeframe and those overall big number goals can be a little daunting. I like to break it down into mini milestones throughout the year to help keep myself accountable. Whether you set quarterly, monthly, or weekly mini milestones for yourself, it allows you to celebrate even the small wins throughout the year and adjust your strategy if something doesn’t seem to be working as well you would like.

Track everything

If your goals are measurable, you can track your success. If you’re not tracking, then how are you supposed to know if what you are doing is working? Tracking your success throughout the year can help you stay motivated. You just need to select your metrics based on your goals and then decide how often you are going to create reports. Your reporting should also coincide with your milestones so you can look at your strategy objectively.

Hire an expert

When it doubt… Hire someone to help you out! The right expert won’t try to get you to buy a bunch of things you don’t need. Find someone who understands your target audience, your industry, your brand – and someone who really takes the time to understand your challenges. Sometimes a little strategic coaching nudge is all you need and other times you might need someone to do the work for you. Regardless, find the right person.

 

​​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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When the world is your oyster, don’t use the wrong fork: 5 mistakes entrepreneurs make when going global

Globalization has been the buzzword in the business community for many years. With technology making our world a smaller place, businesses big and small seem eager to be a part of the “going global” trend. But just what does expanding internationally mean and how much of an investment does it require? Many entrepreneurs are unaware of what an international expansion entails, which is the reason why many of them aren’t successful.

 

Here are five mistakes entrepreneurs make when going global:

 

  1. Not spending enough time exploring potential markets

The decision to expand your business internationally is a huge step. Many entrepreneurs seem to get too caught up in the allure of going global that they often forget to evaluate the compatibility of their specific business in their market of choice. It’s important to allow adequate time for research on potential markets.  Spend time exploring and getting to know potential markets that fit your specific business. Expanding internationally is not about which countries you’d like to personally visit; it’s about where your business can grow and thrive.

  1. Underestimating costs and break-even time

Expansions are expensive! Don’t be fooled by the common misconception that outsourcing labour drastically lowers your operating costs – this may be true in the long run but breaking in to a new market will significantly increase your costs in the first few years. Adequate research about your market of choice and what kind of fees, licenses and legal documents are required is essentials for a successful expansion. Expansions take time to be profitable so it’s best to be conservative when forecasting break-even time, don’t expect and instant return on your investment.

  1. Discounting the importance of cultural differences

Sadly soft skills such as business etiquette are often overlooked when it comes to international expansions; however they play a significant role in the success of your business. In order to enter a new international market you need to be able to build contacts and make the right connections. Networking internationally can be tricky especially when customs and traditions vary among cultures. It’s important to fully understand the differences between your own culture and the culture in your market of choice. For example is the country you’re looking to expand in to a collectivist or individualist culture – do they focus on the Me or on the We?  If you can’t form a rapport and network effectively with people from different cultures; expanding you business internationally will be a challenge.

  1. A lack of product flexibility

Sometimes you may need to change your product to better suit a new market. Entrepreneurs need to be aware that the look of their product will need to evolve to better appeal to its potential buyers. A great example of this is Coca Cola – everyone the world over knows about the soft drink, but a bottle of Coke doesn’t look the same in every country – it’s evolved to suit the needs of new markets. In North America we have large 2L bottles of Coke but some countries only sell 1.5L bottles of Coke- the reason? Simple – their fridges are smaller. If you want to be successful internationally you need to be able to adapt your product to suit your new market.

  1. Not changing your marketing strategy

What works well in one country may not work well in another, and this is especially true for marketing strategies. Some countries respond very well to social media marketing, while others respond better to direct selling. Effective marketing is extremely important when introducing a new product. Learn from local players and adapt your marketing strategy to suit the new market. Don’t get stuck in a cookie cutter strategy be open to new ideas and try a few different strategies until you find the one that works best for your particular product.

Praveeni Perera is an experienced entrepreneur having co-founded a training and consulting company catering to clients around the world. Her area of expertise is international expansions. You can connect with her via Twitter or LinkedIn

 

How Brand Personality Shapes Marketing Strategy

CHuntly

There are a lot of factors that go into your overall marketing strategy – resources available is always a big determining factor. But one thing that often gets brushed aside for budget discussions is brand personality.

Once you have your budget in mind, it’s easy to look at industry competitors to get ideas, but you have to decide what the best approach is for your business. Maybe that huge tech-based campaign just isn’t right for you, even though it worked for someone else. You have to be able to deliver on the brand story you put out there.

While the basics of marketing planning will always remain the same, the delivery has to be unique to you. So, what are the basics of a marketing strategy?

  • What product or service do you have to offer?
  • Who is your target audience?
  • How will you sell to them?
  • Why will they buy from you?

That last point is what will help you determine your brand personality. You have to figure out who you are as a brand and what makes you different before putting together your strategy. Here are a few questions to ask yourself:

  • Are you modern or traditional?
  • Are you young or more mature?
  • Do you embrace technology or do you live by a more old school code?
  • Are you spontaneous and easy going or are you cautious and strategic?

The goal is to figure out where you lie in the spectrum of things and that will determine how you reach your customers and what type of messaging you will use to do it. For example, if you are a young, tech-savvy company, you will likely create your strategy based on the latest and greatest digital and technology trends. You might use a more laid back, conversational tone in your communication. On the other hand, if you are a more mature and traditional company, you might rely on a more corporate feel and formal tone with a focus on traditional face-to-face outreach and direct marketing channels.

Figure out who you are as a brand, and let that guide your marketing strategy, not what worked for someone else.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

Influencer Marketing: Getting Celebrities to Talk About Your Brand

CHuntly

Whether you were aware of it or not, influencer marketing has always existed in some form. Perhaps it was a famous actor pictured at your new favourite restaurant, or maybe it was that athlete that just happens to drink your favourite sports drink while they’re working out. Influencer marketing is when you get certain individuals who have a large circle of influence (AKA people listen to everything they say) to endorse your brand. The goal is to market to them with the hope that they will tell their followers about you.

While influencer marketing has existed for a long time, it has evolved significantly with the introduction of the internet and social media. While an influencer used to be an individual such as a trusted newscaster, actor, or musician, an influencer now can be a blogger, a YouTube star, a popular Instagrammer, and others who use social platforms to build up a celebrity status.

While influencer marketing presents certain challenges such as potential costs (nothing is ever free!) and contractual demands, if used wisely, it can extend your brand’s reach further than you initially thought possible. Most consumers look to people they know for reviews and opinions before they make decisions, which means that having someone else talk about how great you are could have a greater impact than if you market to them directly.

If you are considering an influencer marketing strategy, here are a few things to keep in mind:

  1. Set clear strategic goals: You need to know what your goals are for your influencer campaign. Are you looking to sell product? Are you looking to generate some buzz? Or perhaps you are looking to build an army of consumer brand ambassadors. Whatever your goal, you will approach the strategy differently. It also helps if you can be extremely clear when interacting with influencers so you can identify exactly what it is you want from them.
  2. Be realistic about your budget: In most cases, influencer endorsement will cost you. Certain celebrities command up to $280,000 per branded Instagram post! Influencers will all work within different price points, so you need to define your budget ahead of time to see what influencers you will be able to work with and what the scope of work might look like.
  3. Relevancy is key: Make sure the influencers you are working with target the same audience you do, otherwise your message will be lost. It has to be a good fit for the brand because the influencer is meant to act as an extension of you.
  4. Proper etiquette: When reaching out to influencers, you would approach most of them using the same outreach etiquette as you would the media. However, certain influencers may work with talent management companies that you would contact.
  5. Track your results: Once you reach out to an influencer, the onus is on you to track when they talk about your brand on social media and when they write about you. How many times was the post shared? Are you joining in the ensuing conversation? What is the reach of each influencer that wrote about you?

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

Toronto Panel of Experts: Canadian Small Business Women of the Month of October 2015

Kelly Farrell, Arti Sharma, Dwainia Grey, Cheryl Rankin and Catherine McGillivray are five dynamic women who will round up our Panel of Experts this year at our Toronto

Expo.  These women are experts in their own right and have made themselves available to support aspiring entrepreneurs.  The topic of this year’s panel is Women in Business and Technology.  The Panel of Experts discussion will take place at The Atantis Pavilion on November 8th, 2015 from 12:30pm to 2pm.  Admission is absolutely free.  Find out about our ladies below and for how you can meet them and ask your questions, go to www.immigrantsmallbizexpo.ca

Panelist Kelly

Panelist Arti Panelist Cheryl Panelist DwainiaPanelist Catherine

Public Relations 101: What is it and what can it do for your business

CHuntly

Whether you are an entrepreneur looking to break into your industry or you are an established business of any size, your success is largely dependent on your reputation. Many different types of people can have an effect on your reputation such as customers, suppliers, employees and journalists. Their opinions of your business – good or bad – will affect the opinions of others.

Public Relations (PR) is part of your marketing strategy that focuses on managing your reputation through effective communication of your organizational message. It is the art of building and maintaining positive relationships and brand awareness in the public eye (AKA your target audience).

Simply put, PR is your strategy for getting your message – your story – out to your audiences. It is all about engaging your target audience(s) by connecting with them in some way. It should be complementary to your overall marketing and outreach strategies.

6 Key Factors of PR

  1. Media Relations: Building relationships with the media and other influencers with the goal of attaining editorial coverage (Not paid for). If you have ever read a story about one of your favourite brands, the latest celebrity gossip, or even a story about a politician, business owner, or prominent individual, chances are someone pitched that story angle to the media and they thought it was interesting enough to write about.
  2. Special Events/Experiential: Designed for both public and media outreach, these events usually have brand experience and/or informational components.
  3. Content Generation: Writing blogs and bylined articles both for your organization’s website as well as for other websites and publications is a great way to control your message.
  4. Industry/Competitive audits: Audits (research) will determine the best positioning for your organizational message in terms of making it stand out from your competitors.
  5. Crisis Strategies: As hard as you might try to maintain a positive image in the public eye, sometimes things go wrong. It could be a huge product recall, and it could be something as “small” as an internet troll leaving negative comments on your blogs. Having a crisis strategy in place before it happens is your best bet so you know exactly how to deal with it.
  6. Social Media: This is where there is a definite crossover with the rest of your marketing strategy. You need to make sure the messaging you are putting out on your social media channels fits with the rest of your outreach. It’s a great way to promote your story. It’s also a great way to showcase content across different mediums.

Why Your Business Needs PR

Your business would not go anywhere without some sort of customer, end user, network, or community of fans, which is why you need PR. You need to be able to reach them with your message.

PR helps your business to:

  • Connect with your target audience both through direct channels and infuencer touchpoints (working through people, media, and celebrities who influence your target audience).
  • Package your brand story for maximum effectiveness. A good PR strategy will create a foundation for your business to build its outreach and growth strategy.
  • Get your brand and organizational story in the public eye on your own terms (ie. You have some control of the messaging that is out there).
  • Define its voice. Your business is so much more than a brand name and a website. It has character, values, and purpose.
  • Utilize a variety of outreach channels so you can tailor your strategy to your budget and your organizational culture.

Maintaining a strong presence on multiple channels while reaching your target audience is priceless when it comes to building a business. Most people think the cost of running a successful PR strategy will be too much, but there are ways to work within any budget. Your reputation and business success depend on it.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making it unique to you.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

How Much Should You spend On Marketing?

Kerry George (1)

The amount that you spend on marketing has many different factors to take into consideration. For instance if you are starting a new business and you are well funded or going for a grant you will want to spend a larger percentage on marketing. Nobody has ever heard of you. You need to break into the market place. You will want to define who you are with your branding and put together a website, social media platforms, printed brochures, business cards and more that matches. You will want to carefully select a few strategic partnerships that can work with you to put out your marketing pieces, such as taking a spot in an annual magazine or working with someone to take part in a larger tradeshow. You may want to gather email addresses and build a loyal following using email marketing. Some time and thought should go into this process along with some study to wisely select some of the best pieces to your marketing puzzle.

Sometimes we go online and we see what others are doing, but one needs to compare apples to apples. Your company may not be coming from the same place. A well-established company such as Coca-Cola may only spend 4% a year on marketing. That still equals millions of dollars and the percentage may be enough for them because they are maintaining a presence. They are not trying to create a presence out of thin air.

Your brand new under-funded start up may need to do a lot of online marketing using profiles and setting up free channels. That may work for a while but the reality is that your business is going to have ups and downs. While you are on an upward rise financially you get very busy and you stop doing the things that got you there. That is when you better have your automation in place or else you will need to hire someone to keep the posting consistent.

So what is the right amount to spend?

There is no set number but here is the deal: You can’t afford to not be marketing. Marketing cost money, but it also is the machine that brings in money. So you can’t afford to shut the machine off or even to let it idle. The cost to stop marketing is far greater in lost sales.

In 2013 I worked with a couple of partners and founded www.cibn.ca a business networking organization in Calgary, AB. This new company had a unique advantage. As the CEO I also owned an online marketing company called www.loyal2U.ca and therefore had access to a team of people who created marketing materials and already owned a platform that could promote the CIBN across the city. By using simple online marketing strategies over and over we grew the engaged following of the Canadian Imperial Business Network to over 330,000 people in less than 9 months. The phone rings on a regular basis now as people have found us. Our blogs are viewed by a vast number of people weekly. Our posts are re-posted by fans all across the region and beyond. Sometimes we get interest in attending our events from as far away as New York City. People recognize my face and the faces of the other partners when we are out in the community. I often hear them talk about how they have been following our progress for years. That is quite remarkable for a company that is less than one year old. Why do they think that? It is because of perception. In online marketing, perception is everything. We make a bold statement online. We are everywhere. Our LinkedIn profiles are pimped out. Our Facebook pages are regularly updated. We put out a lot of new content every month and we tweet about it regularly from multiple Twitter accounts. Perception has made us as huge as our market.

You can also grow a large following of people in a relatively short period of time. Use the simple steps of marketing over and over again and invest in yourself. We invested a lot into marketing. We pulled 16 hour days to get more onto the website after the day’s work was done or to get one more blog article written. We often went without other things and took smaller paychecks. We made careful choices, watched the results and then reinvested again when something worked. We partnered with others. We bartered when necessary. We spent and spent and spent to make it happen, but now it is happening.

Do not accept the reality that nobody knows who you are. Create a new reality. Use whatever is free. Use whatever you can trade. Use your connections. Use your head and be smart. Use boldness. Use a percentage if you need to but understand that nothing equals no return. The larger you pour out your marketing, the bigger the benefits later.

The Answer To The Question

The answer to how much should I spend is this: Spend whatever it takes. Keep spending and keep trying until you are making so much money you don’t have time to spend it all. Then spend some more, create an exit strategy and sell your business. When you successfully own your business and it no longer owns all of you and all of your time, you are good to go.

Happy Marketing!

Kerry George is the owner of the Canadian Imperial Business Network which is currently the largest business network in Alberta and rapidly expanding across the country. She is a serial entrepreneur/author and speaker with a zest for life and a passion to help others succeed in increasing their potential and their bottom line. Kerry has several publications and blogs that you can follow and welcomes most interaction online.

Twitter

@createloyalty2U

@CIBNtweets

@yycbiznetwork

Blogs

http://loyal2u.blogspot.ca/

http://calgarybiz.net/blog-3/

http://kidsincowtown.wordpress.com/

http://loyal2u.ca/category/social-media-2/linkedin/

Business Plan Demystified… How to write your Businesss Plan once and for all.

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If I had to say in a few words what a business plan is, it would be “The blueprint for a successful business”.

Before a builder sets about building a house, he needs a set of architectural plans (blueprint), which guides and instructs him in the build. Without this, sooner or later he will most likely to run into problems such as; incorrect dimensions, unstable foundation to support the structure of the building, and delays. In other words, complete chaos!

The same thing goes for someone who starts a business without a business plan, this could lead to; insufficient understanding of the service/product market, insufficient funds to start and run the business, a lack of customers to sustain the business, and much more. These are issues that could been managed much better if adequately prepared with a tool such as a business plan.

Essentially a business plan is the detailed plan for your business that should be written to;

  • Enable plan the start and growth of the business.
  • Provide ongoing guidance and a benchmark that measures your efforts and keeps you on track to achieve set objectives.
  • Raise finances from external sources.
  • And attract successful partnerships and alliances.

Your business plan should be well thought through and contain pertinent information to enable you successfully kick-start and grow your  business. When approaching external sources for the purpose of raising money, your business plan is your written sales pitch. It should show a good return on investment, show there is a market for the product or service, and inspire confidence in the lender that you capable of successfully manage the business.

When it comes to the question of who should write the business plan? You, your business partner or team should be part of the business plan writing process, as you essentially have more knowledge about the vision for the business. Also, through the process of writing the business plan you will learn the what, why, where, when and how of the business and market.

Some people find it difficult to set out their ideas on paper; hence the availability of business coaches and consultants who can work with YOU in writing an effective plan, as they usually have more knowledge and experience in with Business Plans.

The length of a business plan will vary depending on its purpose. Take for instance, if the business plan is for the intention of raising funds to finance the business, and the more money you need to raise, the more comprehensive your business plan should be to show a detailed plan, analysis and strategy to convince the potential financiers of the viability of the business. And the less money you need to raise or no money at all the shorter the length containing only foundational items. The average business plan will include all the sections mentioned below.

Prior to writing your business plan, take a stab at developing your business idea, and then do some preliminary research of your market (product/service and target audience). The output of this effort feed in heavily into writing your business plan.

Your business plan should include the following sections:

Executive Summary – This is typically included when writing a formal business plan for external audiences to review. It should be written last to summarise the entire business plan. It provides an overview of each section of the plan and contains key information at glance.

Management – States who will be managing the business, their related experience management responsibility. Include qualifications and experience, and where there is a skill or experience gap, mention how this will be filled.

Purpose or Background of Business – This is typically included when writing a formal business plan for external audiences to review For a new business, this section includes business purpose; is it going to be a profit or not-for-profit venture, why has it been set up, what need is it going to meet etc. If it is an existing business the section should be titled ‘Background’, and provide information on when it start trading and a brief summary of performance to date.

Business Objectives – These are the objectives of the business, what it will be working towards achieving. The objectives can be grouped into short, medium and long term. Always endeavour to apply the SMART rule; Specific, Measurable, Achievable, Realistic and Time-framed

Product/Service – Describe the products or services that will be offered in more detail. What is the USP (Unique Selling Point/Proposition)? Mention any patents or trademarks that exist or have been applied for. Also mention complementary products that could be offered.

Market – The past, present and future of the market you plan on entering or that you are already operating within. This section should contain a SWOT analysis (Strength, Weaknesses, Opportunities & Threats). As well as how the business will fit into the present or future market, and what the major drivers for its success in the market.

Competitor Analysis – This describes who your competitors are, both direct and indirect. What they offer and how you plan on competing against them or even working with them.

Marketing Plan – Having worked out your marketing strategy, this will describe your plan to market your business. It will include the 4Ps; Pricing, Promotion, Product/Packaging and Place (distribution). It includes your social media strategy.

Operational Plan – Where you will be operating from, machinery/equipment required (will it be bought or leased), staffing requirements and logistics.

Financial Analysis – Very important section for you or external reviewers. It should contain; financial model, cash flow forecast and profit & loss forecast. Assumptions that have been made in reaching figures and even the risks that could affect figures. This ensures and demonstrates that you have thoroughly worked out your figures and are prepared for any eventualities.

Above is a bird’s eye view of what your business plan should contain. Depending on the type of business and the purpose for which of the business plan is being written, the content and structure will differ.

Don’t write your business plan for only the sake of raising finances or other reason, and end up not utilising it for its main purpose; implementing and managing a successful business. Your business plan is to ensure you build a solid foundation for your business that is able to withstand threats, grows, is profitable and most importantly, is fulfilling.

For a free Business Plan Template

Yvonne loves and enjoys working with working with Individuals, Entrepreneurs, and Organisations to achieve desired results. She is a results driven High Performance Consultant & Coach, and straight shooting Speaker whose first objective is her client’s success.  She can be reached at:  www.facebook.com/oliveblueinc, www.twitter.com/oliveblueinc

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