100

ways to build your business in

twenty contributors, five ideas each, all here for you

he Story Behind 100 Ways to Build Your Business

Like many businesses, at Clear Verve we conduct an annual planning session where we talk about our goals for the next year and dream up ways to achieve these goals. While many of our goals are well within our reach, we also challenge ourselves to come up with one BHAG (Big Hairy-@$$ Goal) for the year. Last year, as we were dreaming up our goals and thinking about ways we could grow the business at Clear Verve, I thought, Wouldnt it be nice if we could tap into the brilliance of all the people we do business with? And the idea for our BHAG for 2011 creating the e-book 100 Ways to Build Your Business was born. I figured it couldnt be all that hard to get 19 other business owners to come up with five ideas each and share them with me. I was right. And I was wrong. Our friends and business partners eagerly signed up to participate, but when it came to writing down five ideas, well that was pretty tough. I think its because all our participants are so smart, and care so much about giving good advice, that coming up with five short paragraphs that could really make a difference was actually pretty hard. They did it though, and I think the results are well worth it. Because we had to create some order for this book, weve chosen to present the ideas in alphabetical order by company name. Of course, that means someone has to be last, and in this case its Trivera Interactive. But dont let the fact that their contribution is at the end of the book keep you from reading it. Tom Snyders five ideas on how to resuscitate your website are sure to help you make a good impression online while building your business. (So, read all the way to the end!) As we all head into 2012, I hope youll enjoy this e-book and find many, many ideas (maybe even your BHAG) that you can implement. Were excited about what this coming year is about to bring, and I sincerely hope you are too. Best regards,

Christina Steder President Clear Verve Marketing, LLC

Photo by Sarah Stevens - I Do Photography

able of contents

C2 Do What You Do Best

Erica Conway

Clear Verve Marketing Plan & Share for Marketing Success

Christina Steder

Johnathan Crawford
Data Dog Interactive Use Email Effectively

HarQen, Inc. Manage Operations & Finance

Ane Ohm

Heritage Printing Improve Your Direct Mail Campaigns

Bob Wendt

Information Technology Professionals Use Technology Effectively

Joe Ulm

Keystone Click Sell More Online

Lori Highby

Life Productions Use Video to Market Your Business

Living As A Leader Become A Better Leader

MBA-My Business Advisors Create & Communicate Your Vision

Marsha Block

McGrath Marketing Associates Be in the Know With Research

Maureen McGrath

MRA - The Managment Association Leverage Social Media

George Blomgren

Wayne Breitbarth
Power Formula, LLC Use LinkedIn

Roll Mobile Leverage Mobile Media

Sara Santiago

STM Creative Make Pictures Work for You

Scott Curty

Small Business Development Centers Focus on Effective Business Management

Gayle Kugler

Smart Interactive Media Mashup Online & Offline Strategies

Kirk Strong

SuperPear Strategies Share Your Expertise

Pam Kassner

Tri-Marq, Inc. Effective Media Production

Betsy Johnson

Trivera Interactive Resuscitate Your Website

Tom Snyder

Clear Verve Marketing, LLC - 100 Ways to Build Your Business in 2012

Do What est You Do B

Know your sweet spot

Everyone possesses a skill or a passion that can be considered their sweet spot. Its the place in which tasks seem both effortless and pleasant, it feeds your soul, floats your boat and youre good at it! Some know from a tender young age what careers allow for their maximum success and satisfaction. Some follow their gut. Some back into it by taking the wrong path, which eventually evolves into the right one (thats my story). Regardless of how you find it, bottom line, you must know your sweet spot! Still searching? Try the following: Assessment: Invest in the DISC, Strengths Finder 2.0 or other personality inventory; let the results guide decisions about cultural fit and emotional balance in your current or next career endeavor. Confer: Access people you trust and ask them for candid feedback about your strengths, areas of passion and areas of expertise. Allow them to provide feedback about areas they know are NOT your sweet spot. Do as much of this as you can take. In addition to conferring with those you trust, ask those you admire, those who live the life you want. Maybe they cant comment on your sweet spot, but they certainly can tell you about their own sweet spots, and of others who excel in their world. Avoid Delusion: Nothing can take you in the wrong direction faster than pretending or believing your sweet spot is something other than what it really is. Why do veterinarians become welders? Why do nurses become hairdressers? Yes, everyone needs to buy groceries, everyone needs to pay bills. However, denying your passion for a paycheck can wreak havoc in other areas of your life. Do what you need to do to survive, but focus on getting where you want to be to live.

Promote your sweet spot

Do you look good on paper? Does your resume, CV, website, blog or LinkedIn profile really reflect your personality, capabilities, value and your sweet spot? Your sweet spot may be your personality, capabilities and value... or it may go beyond those things. Regardless, you have a limited amount of time, a few seconds, to promote your sweet spot in whatever media it may be featured. Ive talked with people who have paid writers, spent hours editing, solicited extensive feedback, all to hand me a resume that does not do them justice, does not reveal or highlight their sweet spot. Its frustrating for them, and for me, as its hard to represent someone as an agent when the vehicle available to me to present them isnt in sync with who they are or what they bring to the table. Working in the creative industry, I see some incredible resumes, and I should, information design is usually a sweet spot for designers. However, even having a degree in design doesnt guarantee that a resume, CV, website, blog or LinkedIn profile will reveal, promote or highlight their sweet spot. So what will help reveal and promote my sweet spot? Practice. Practice articulating that sweet spot, enumerating its values to all who listen. When you can passionately, yet succinctly articulate your sweet spot, transferring it to another medium becomes simpler. Hire a professional writer, marketer or designer to craft a promotional vehicle for you which highlights and promotes your sweet spot. If youre looking for that perfect career to stoke the fire in your soul, I dont think Bobs daughter, who is getting her degree in journalism, will serve you as well as a professional who hones their expertise (their sweet spot) daily. Leaving the future of your sweet spot in the hands of anyone but a professional is ill-advised. Resources exist, call in favors, see if trade can be an option. Dont let money (or lack of it) hinder your efforts to get this right...work it out, make it happen.

Erica Conway, C2

Stick to your sweet spot

Once youve moved from promoting to actually flexing that sweet spot in a place/ manner that reaps both financial and intangible rewards, you must keep your wits about you. I often hear clients say, I completed a not in my sweet spot project, just once, because no one else could do it. Now I do that more than my original work. So I say... focus on what you do best. While Im confident you can extend yourself to provide additional support to the organization and that your effort will be appreciated, I urge you to resist the compulsion to regularly work outside your sweet spot. If saying no isnt an option, and your circumstances demand that you take on other responsibilities/duties/roles, try the following strategies for getting those things accomplished: Outsource: Specialty and general placement/staffing firms exist to provide pre-qualified supplemental help, fast. Why stray from your sweet spot when you can access someone who wants to exercise theirs for you more effectively and at a competitive rate. Your time is valuable. Grab a recruiter, tell them exactly what you need, define the perfect match, then let them do the dirty work (thats usually their sweet spot). Everyone wins. Partner: Embrace your network to seek out professionals who can lend assistance or provide service to keep you where you need to be, while still meeting the needs of your organization. Find a synergistic partner, someone who you trust and who recognizes the value of partnering. Hire: If you can justify the expense of a part-or full-time permanent hire, get to it. Again, using a placement firm may save you time, frustration and provide a try-before-you-buy opportunity which can often result in a time and sanity savings for you/your organization.

Respect others sweet spots

Certain professions demand respect because the individuals who followed their bliss into these gigs usually had to spend a ridiculously long and intellectually arduous time training for them (doctors, lawyers) and/or had to take challenging certification exams (accountants, financial analysts). Technicians, plumbers, engineers, architects, cello players, even gaffers who have found their sweet spot in those professions command a certain level of awe. But this isnt the case for every career choice. I often joke that people rarely tell a plumber how to do his job, but no one hesitates to tell a marketing professional, graphic/web designer or an art director to make the logo bigger or change that from blue to orange. The prevalence of this type of client feedback is so common that spoofs and parodies abound. Two of my favorites are: theoatmeal.com/comics/design_hell and makemylogobiggercream.com. I share these to illustrate a point: finding, articulating and staying in your sweet spot might not be enough. You may need to defend your value or establish greater credibility (professional industry associations often have tools at-the-ready just for these kinds of challenges) to get the most out of your career. Whether theres an existing respect for your calling or not, from a Karmic standpoint, I encourage you to respect others sweet spots, if only to have others respect yours.

Erica Conway - Do What You Do Best

Small business not-so-sweet spots

I know my sweet spot, Im a gifted matchmaker, at C2 and beyond (I have four marriages under my belt to date!). However, as a business owner, I find it almost impossible to stay in that role solely, as there are just some things I am compelled to do. Im also cognizant of my not-so-sweet spots, Ive always known them and if I forget, theyre brought to my attention (repeatedly). I actively seek employees, colleagues, partners and vendors who excel in the areas Im not good at and dont enjoy. I genuinely respect people who can accomplish, naturally, what I find nearly impossible to execute consistently over the long term. Sure, I can do just about anything in the short term, and I will, because I have to... thats the nature of a small business. But I cant tell you how long weve been having the conversation about my administrative skills (or lack thereof), probably since we started. I felt so bad about the stuff I wasnt doing well that I wrote a haiku about it a couple years ago: In the last 5 years my only consistent act, inconsistency Id be lying if I said that I was really aware of any of this seven years ago when my brother and I launched C2. Or even 5 years ago. I was deluded, I thought I was good a number of things that, it turns out, other people do better, and should do instead of me, while simultaneously freeing me up to do what I do best. With the help of the C2 team, Im learning that playing to your strengths is not a warm and fuzzy motivational saying. Its a critical element in developing a team, a culture, an organization that can succeed. Im drinking my own Kool-aid this year, to deliver me from my delusional sweet spots: weve hired a consultant who specializes in team accountability, an outsourced sales organization and a professional marketing firm. The biggest hurdle? I recently requested a part-time temp who can help me stay in my sweet spot, by completing the things Im just not naturally wired to complete in a satisfactory (and timely) manner. This Kool-aid is more refreshing than I would have imagined. What is most refreshing? Spending more time in my sweet spot. Good luck with yours.

bout Erica Conway

Hub, connector, joiner and match-maker all describe Ericas roles at C2, a company she co-owns with her brother, as well as the roles she tries to play in the Milwaukee creative community. Day-to-day you can find her juggling placement of creative talent, marketing duties, management concerns, event planning and Jell-o shot concocting. Erica and the team at C2 actively support many local professional organizations and user groups/meetups focused on the creative industry with enthusiastic participation, board and committee membership, event sponsorship, meeting hosting and social media promotion. A committed networker, Erica finds it fun and productive to spend time meeting people face-to-face and nurturing relationships online. In her previous career, Erica served as a residence hall director, aka dorm mom, working primarily with first-generation college students and traditional freshmen. Education and honors: 1992 BA Spanish & Journalism, University of Wisconsin Oshkosh 1994 MA Organizational Communications, Michigan State University Business Journal Forty under 40 Class of 2008

C2 222 E Erie Street, Suite 330 Milwaukee, WI 53202 www.c2gps.com

Erica Conway - Do What You Do Best

Christina Steder, Clear Verve Marketing

Plan and Share for g Marketin Success

Make sure your marketing plan LETS you succeed.

The best marketing plans include a variety of efforts applied consistently over time. Your marketing plan should include: L Long-term strategy think about where you want to be in five years. Then think about where you need to be in three years to achieve that goal. What do you need to do next year to put yourself on the path towards making your three year goal? Even though when you read about your competitors it can seem like their success came easily, usually overnight success is the result of years of hard work. E Effort all marketing tactics fall in one of two buckets: high effort low cost or high cost low effort. When you are debating what to do, be sure to consider your resources. Do you have more time or more money? Who will get the work done? Is it better to pay to get something done or find a way to do it yourself? Both high effort and low effort tactics work, but only if you execute them, so be honest about the amount of effort you are willing to give and the resources available to you. T Target customer too many businesses are afraid to define their target customers. Dont be one of them. Remember and apply the theory of lesser logic. This theory states that if you market the most challenging service you provide or the most highly technical or specialized product, people will assume you can handle easier tasks or provide simpler products. Market the type of work you want the most. You will get the less challenging work anyway without even trying. S Short- term strategy Of course, dont forget about short-term tactics. These are things you can execute quickly if you experience a sales slump so you can quickly pull in more business. Look at how youve acquired your customers in the past and think about how you can easily repeat those strategies in the future.

Its all about content

Marketing today is all about content generation. Whether your business publishes a print or electronic newsletter, blogs, has a Facebook page or a Twitter account, or generates press releases, you need to come up with something to say. Even if you are not actively using social media, chances are your business has a website that you would like people to find online. Publishing up-to-date content can improve the search engine optimization of your website, establish you as an expert in your field, and keep your name in front of current and prospective clients. Think about what you can say and where you can put your articles and ideas so that people can find them. Then, develop an editorial calendar and stick to it. There is nothing worse than starting a blog or a newsletter and abandoning the effort after a few posts. Take the time to develop a content plan and assign areas of responsibility so when people are looking at what you have to say, the content is not out of date. Looking for a planning template to get you started? Weve developed one called the Ongoing Social Media Strategy Wheel. You can download it from the Clear Verve website.

Discover your brands personality

Review your brochure, website, business cards, and everything else you use to market your company
Make sure that you are: Consistent. Have a style guide! Use your logo the same way all the time. Use the same colors all the time. If you dont maintain your brand, who will? Correct. Prospective customers will judge the quality of your products or services based on whatever it is they are experiencing in that moment. So if your website is full of typos, people will assume your products or services arent rendered carefully. Is this correlation fair? Not really, but thats how the world works. Be sure to proofread EVERYTHING and use the best designers, printers, and website developers you can. It will make you look more professional and competent, which will give people confidence in your ability to get the job done. Understandable. The best communication is clear and jargon-free. Remember that what may seem like common sense to you may be revolutionary to someone who does not have years of experience in your industry. Try having someone outside of your company read your website or brochure and then ask them to explain what you do and what problems you solve. If they cant, revise your text!

A brand personality is the emotional reaction a person has when hearing your brands message. Are you funny? Caring? Smart? Irreverent? It is worth taking the time to decide on your business personality because coming up with ideas for your content strategy (or any other marketing tactic) is much easier if you understand how you want people to feel about and react to your brand. Try to imagine your brand as a person. Use words to describe this person. You can use a real person, a television or movie character, or invent a person who represents your brand. If this seems a little hard to do on your own, check out the book The Hero and the Outlaw by Margaret Mark, Carol Pearson and Carol S. Pearson for guidance. Once you have decided on your brands personality, use this information to guide all your communications efforts. By understanding if your brand is a mentor, or a jester, or a magician (or whatever you decide), you can better understand what words you should choose, what images make sense, and what tactics to take. This consistency will make it easier for people to recognize your brand. It will ensure that everyone in your organization says basically the same thing even though they say it in their own words. It will also help your marketing efforts amplify each other so that everything you do will be more effective.

Christina Steder - Plan and Share for Marketing Success

Give back to your community

At Clear Verve, we LOVE nonprofits and encourage all our clients to give back. But, be sure to give back strategically. Rather than supporting a large number of organizations with small donations, support a small number of organizations in a meaningful way. Choose an organization or a cause that means something to you or will allow you to showcase your product or service. Of course, you should also believe in what you are doing and give more than just money. Volunteering is a great way to build relationships, and in Milwaukee, relationships are everything! Remember, most Executive Directors know everyone in town and are happy to make referrals if they understand what you do and what makes your business special. You should also be sure to tell others about the great things you do. Giving back can pay off in a big way if you can be noticed. Weve seen it happen with our involvement in Tri-Adathon. Sure, weve given away thousands and thousands of dollars in services and helped a lot of great nonprofits, but weve also received a lot of attention for our work. Thats a good thing. There is nothing wrong with helping out and helping your business at the same time.

bout Christina Steder

Christina founded Clear Verve Marketing in 2006 after a 20 year career in consumer retail and wholesale industries, product and service marketing, personnel functions, and event planning. Clear Verve specializes in Promise MarketingTM, providing a full spectrum of marketing, public relations, and graphic design services for professional service providers, not-for-profits, and community organizations. Christina served on the local Board for the March of Dimes for five years and on the Statewide Executive Committee for two years. She is a two-term Past President of the Association for Women in Communications and a current member of the Rotary Club of Milwaukee as well as a member of Professional Dimensions, where she serves on the Charitable Fund Board and the New Member Welcoming Committee. Christina currently provides volunteer time to a number of organizations and often jokes that she needs a sign with the word NO on it and someone to lift the sign up for her. When shes not working or networking (which is nearly all the time), youll find Christina driving car pool or attempting to organize her three girls ridiculously busy schedules. Luckily, her 5:00 a.m. exercise sessions keep her sane and shes more than willing to live in a messy house.

Clear Verve Marketing 890 Elm Grove Road, #209-2 Elm Grove, WI 53122 www.clearverve.com

Christina Steder - Plan and Share for Marketing Success

Johnathan Crawford, Data Dog Marketing

il Use Ema y Effectivel

Collect email addresses off line

If youre a brick and mortar retailer or restaurant, collecting opt-in email addresses from your customers can be a challenge. Successfully capturing data requires three things: 1. Create a data collection card (versus a slip of paper or a book at the front counter). Make sure the card explains the premise and value of your email program. You want to prevent employees from having to explain your program, so including the program details on the card makes it self-explanatory. 2. Make the space for the email address wide and design it using small boxes for each letter of the address. The boxes will help encourage people to print their address rather than scribble it. Make sure to include Please Print prominently. 3. Key the data cards into your email system promptly so the customer gets a confirmation email shortly after completing the card. They are more likely to remember joining your list. Save the cards as proof they joined.

Generate leads in multiple ways

Connecting with your suspects can help them become prospects. Use a variety of contact methods to move people through the sales funnel, including: 1. Content publishing: load your site with tons of helpful information including white papers and blogs. Hide the white papers behind a form so people are required to complete a form to get the most valuable how to documents. Remember, people are seeking helpful information on the web. 2. Public speaking: scores of organizations are looking for authorities to speak about industry-related topics to business owners. Twenty minutes in front of a room full of business people can generate many questions when your presentation is over. 3. Email Marketing keeps your name and knowledge in front of people on a consistent basis so when they are ready to buy, you have an established relationship. You need to establish yourself as a guru in your industry so that prospects will join your list long before they are ready to buy. 4. Develop a relationship with sales people from other non-competing companies that call on the clients you are targeting. Share information and contacts with them. 5. Create a series of seminars, lunch and learns or webinars. Make sure your subject matter solves a problem that your target prospect is having.

10

Use the Point of Relevance

Theres an old expression that when it comes to marketing and selling: timing is everything. You cant enter a market too early or too late lest you miss the opportunities associated with peoples needs and interest in your offering. Many marketers dont consider time and place when developing campaign strategies. Others do. Let me share a couple of examples that illustrate this concept: Pizza Hut used to run TV ads at 8 p.m. each night in prime time, hoping to reach as many people as possible with their incredibly photographed TV spots. The problem is that by 8 p.m., Id already eaten dinner for the evening and I wasnt even remotely hungry. If Pizza Hut had run afternoon drive time radio coupled with outdoor advertising (billboards, buses, etc.) they might have reached me on the way home from work, when my stomach was growling for food and food was more relevant. The hour before dinner was the point of relevancy when other factors (my hunger) made the message more powerful. Years ago, Campbells Soup set up nationwide agreements with radio stations in colder parts of the country where snowstorms were prevalent. Each station was given radio spots along with an open purchase order that allowed these ads to run if it started to snow. The idea was to have Campbells Soup spots on the air as the snow was falling, because that is when soup is relevant. People would rush to the supermarkets to stock up on all kinds of foods BEFORE a big storm hit. Campbells capitalized by tapping into the Point of Relevance.

Heres the simple formula with some explanatory text that you can modify. Step one- gather some data about your business including Average gross profit Average sale amount, sometimes called average ticket Conversion - how many prospects typically become paying customers? Estimate the cost of your marketing program How many people will you communicate with and present an offer? 1,000 or 100,000? Step Two: Plug your data estimates into this formula chart.

Step
A. Enter estimated number of people who will get your communication B. Estimated cost of your marketing program C. Estimated response rate (how many people will call, click, view, etc) D. Estimated conversion rate (how many prospects typically become customers) E. Your average sale amount F. Your average gross profit margin G. Cost per-person reached via your program H. Estimated cost per response I. Estimated cost per buyer J. Number of people who responded K. Number of buyers L. Gross sales (buyers x average sale) M. Gross profit from program (gross sales x gross margin) N. Net profit (gross profit- cost of program) O. Estimated ROI

Formula

Example
10,000 $4,000 3% 50% $250 30%

B/A = B/ (A x C)= A x C= J X D= K x E=$ L x F=$ M-B=$ N/B= %

$0.40 $13 300 150 $37,500 $11,250 $7,250 181%

Build ROI models.

ROI models put a marketing programs economic assumptions together to see if it truly makes sense from a monetary stance. ROI models are typically used in direct marketing/mail/email programs but can also be done with channels that generate page views, click-throughs, and impressions. No matter what, its a good method for estimating the viability of a marketing program if its directly tied to sales and everything is measureable.

This particular program is estimated to generate a 181% ROI. The marketer spent $4,000 to generate $7,250 in profit after paying for everything involved in the program. Heres a link to an ROI calculator that does all the math for you! http://www.responder121.com/roi/

Johnathan Crawford - Use E-mail Effectively

11

Make online display ads work harder

If youre thinking about web display advertising to market your product, make sure you consider using the mediums ability to geo-target your ads. Geo-targeting allows you to run ads on nationally-focused websites that can only be seen by people in a geographic area you specify. For example, suppose youre selling a high end product and you want to target high income customers in just five zip codes around your city. Ad networks can serve and display your ads on national websites like USA Today, Yahoo Finance, Wall Street Journal, ESPN, Golf Digest and many others as well as local websites that serve your market. Only people in your target zips will be served the ad allowing you to concentrate your page views amongst people likely to buy. In essence, the networks make high visibility web publishers a local play. Interested in geo-targeting? Contact the Focal Point Network: www.focalpointnetwork.com or www.specificmedia.com.

bout Johnathan Crawford

Johnathan Crawford is a 30 year veteran of the advertising and marketing industries. After living through the dot-bomb implosion in 2000 with another company, he founded Data Dog Interactive in 2001. Data Dog works with forward thinking businesses that are struggling to put the pieces of the interactive marketing puzzle together. They specialize in creating inventive marketing strategies, design and content development, and have extensive expertise in all online channels. Johnathan is an avid gardener, semi-automatic small arms enthusiast, military history buff, self-taught gourmet chef, Grateful Dead aficionado, and has restored a classic 1973 Volkswagen THING. He lives with his wife of 28 years, Wendy, in Mequon, WI and together they have two grown children.

Data Dog Marketing 2651 N. Downer Ave. Suite 8 Milwaukee, WI 53211 www.datadogmarketing.com

Johnathan Crawford - Use E-mail Effectively

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Manage ns Operatio nce and Fina

1
Ane Ohm, HarQen, Inc.

Measure, measure, measure. Then do something about it.

How do you know if your business is on track to profitability and success both now and in the future? Start by monitoring your financial metric trends, such as EBITDA% (Earnings Before Interest, Taxes, Depreciation and Amortization) and working capital. Layer on the sales and client activities that drive short- and longterm revenues, such as proposals sent and new orders placed. To understand client satisfaction, key indicators include customer returns, percent of repeat business, and number of complaints. Now youre measuring so what are you doing about it? Take time each month to step back and analyze. True, you are busy. But if that busy work is taking your business in the wrong direction, then you are wasting valuable time. And dont bite off more than you can chew. Work with your team to make reasonable adjustments, identify accountabilities, and prioritize action steps.

Create cohesive teams.

Studies prove common sense: cohesive teams are more productive and creative. Creating an environment for cohesive teamwork starts at the top. Do you actively encourage different points of view and constructive feedback? Do you allow disruptive or adversarial team behavior to exist? Early in my management career, I was in charge of a marketing production department. Someone twenty years my senior now reported to me and he was clearly the most experienced team member. Perhaps he created discord, but how could I possibly manage without him? When he left, our overall team performance improved almost overnight. And I learned that I should have fired him months earlier the team was better without him.

13

Leverage technology to hire great people.

Todays recruiting technologies allow you to find and hire the best at a fraction of the cost of a headhunter. Need a specific profile? Search and reach out through LinkedIn. Have too many applicants? Leverage an applicant tracking system with pre-qualifying questions that automatically disqualify candidates who are a poor fit. Still have too many potentially qualified candidates? Use an automated phone interviewing system. Ready for the final cut? Online video interview providers are expanding daily. Each of these is easy to use, low cost, readily accessible, and will even guide you on the right questions to ask. In the end, you will save time, money, and be able to hire the best like never before.

Keep meetings short.

Sometimes it feels as though the day is full of endless meetings. How do we get anything done? We either multi-task, which means we arent paying attention to the meeting at hand, or we work late into the night. Go into your calendar right now and do two things: 1) Block two weekly two-hour recurring meetings on your calendar to ensure that you do have time during the day. 2) Review the meetings that you scheduled. Change meetings to last 30 minutes rather than an hour. Keep a tight agenda, start the meeting on time (late arrivals must catch up afterward), and you will gain back hours in your week.

Ane Ohm - Manage Operations and Finance

14

You delivered now collect from your customers.

For most businesses, cash is king and the bulk of incoming cash is from customers. When the economy is bad, your customers will stretch their payments even more than usual. What can you do about the aging on your accounts receivable? 1. Pay sales commissions only after a customer pays and your salesperson becomes the best person to make collection calls if you implement a process to make sure these calls are happening. 2. Invoices get misplaced in companies both small and large. Send a statement of unpaid invoices every month for customers with outstanding balances. 3. Encourage prepayments! It is often worth a discount to have the cash in hand and the customer is more likely to pay up-front while they are making the decision to buy the value you provide.

bout Ane Ohm

Ane is the Vice President of Operations and Finance at HarQen, a company that provides award-winning Intelligent Voice Services which enable meetings, interviews and other conversations to be captured, enriched, organized, navigated, shared and analyzed, improving collaboration and adding a new layer of business intelligence to existing data management systems. She joined HarQen in 2010 and also serves as President for the Bread of Healing Clinic, a free clinic in Milwaukee, Wisconsin. Ane was recognized as 2010 Woman Manager of the Year by Women in Management, Fox Cities chapter. In prior positions, Ane was President of LaserNet, Inc., a statement print/mail company, and Vice President at Pinstripe, Inc., where she played an instrumental role in the companys rapid growth in recruitment process outsourcing. Before joining Pinstripe, Ane held various leadership roles at Strong Financial Corporation, including Vice President and Director of Mutual Fund Administration. Ane started her career as an auditor with Coopers & Lybrand (now PricewaterhouseCoopers) and graduated with a BBA-Accounting from the University of Wisconsin-Madison. About HarQen: HarQen unleashes the richness of information trapped inside conversations transforming talk into actionable insights. Founded in 2007, HarQens award-winning Intelligent Voice Service enables meetings, interviews and other conversations to be captured, enriched, organized, navigated, shared and analyzed, improving collaboration and adding a new layer of business intelligence to existing data management systems.

HarQen, Inc. 1830 N. Hubbard St. Suite 700 Milwaukee, WI 53212 www.harqen.com
Ane Ohm - Manage Operations and Finance

15

Your Improve il Direct Ma ns Campaig

Bob Wendt, Heritage Printing

Add real value to direct mail campaigns with interactive response components
If you want to significantly boost your direct mail response rates, one of the easiest and most effective ways to do so is by adding an interactive element to your campaign. The addition of a promotion-specific URL, personalized URL or Quick Response (QR) Code gets readers to take action. Better yet, it gives you an opportunity to capture invaluable data on your customers and potential customers which you can use to direct your future marketing strategies, giving you the ability to highly target your end-users. Adding an interactive response mechanism to your direct mail piece is a relatively easy thing to do either on your own with a little tech savvy or by working with a direct mail specialist. The addition of an interactive component to your direct mail will exponentially increase your response rate. And, best of all, the precious data youll gain from the initial campaign investment will pay dividends over and over again.

Target your direct mail so it can be a significant lead generation tool

Direct mail is at its best when you are able to really narrow your audience and tailor a message aimed directly at the heart of the end-users wants and needs. With a highly targeted prospect list, your response rates will increase exponentially and the leads you are able to generate will be more qualified and meaningful. Such targeted direct mail efforts are particularly successful in business-to-business environments, where audiences can usually be well-defined. If you are starting with a good prospect list, make sure to keep it well-maintained. Then, use it to its full advantage to target specific users with relevant offers. If you have the resources, you can easily do this in-house. Or, you can work with a direct mail specialist. An outside firm can help you build your prospect database if yours could use a boost or help ensure your list is being used to its full potential in generating quality leads for your business.

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Boost response rates with multi-channel marketing

Todays smartest marketers are those who are taking advantage of technology to communicate with customers and prospects on multiple fronts. Using a combination of two or more promotional platforms such as direct mail, email, website, mobile marketing, social media, telemarketing, advertising, and more you can create multiple impressions of your product of service by the same decision-makers, moving them to action more often. By simply adding a strategically-timed email, voice mail, text message or tweet to your direct mail campaign, you can dramatically increase your response rates and outperform direct mail alone. Careful planning, coordination, and execution are key elements to successful multi-channel campaigns. Partnering with a professional marketing firm can assure your marketing strategies leverage the full spectrum of channels appropriate to your specific campaign and provide the greatest return on investment.

Strengthen your brand through consistency

Your brand is the identity of your business. It is the emotional connection your customers have to your products or services. The most successful brands are those who, as a direct result of consistent communication, are instantly recognizable. Whether youre trying to establish your brand or build loyalty to it, one of the most critical aspects in doing so is to be consistent in your images and messages across all marketing platforms. Any time your customers are interacting with your brand, you want to make sure they are seeing the same logo in the same color and hearing the same message, whether theyre reading your company newsletters, promotional materials, or emails; visiting your website or social media pages; or speaking directly with sales or customer service representatives. Work to ensure every aspect of your companys marketing is delivered with a clear, consistent vision and voice.

Bob Wendt - Improve Your Direct Mail Campaigns

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Use unique finishes to help your direct mail stand out from the fray
Your direct mail cant be effective if its never read. One of the easiest ways to assure your message stands out from the clutter is to create a piece that looks or feels different to your prospects. You can do this is by simply using a non-standard size for your mailer or envelope. Employing special trim techniques, die-cuts, or unique folds can also add interest to your design. Custom inks and finishes, such as metallic ink, and the use of varnish techniques such as gloss, matte, spot UV, embossing and debossing are visually appealing and add lasting value to your piece. While you can expect the addition of such special finishes to add a bit to the initial cost of your direct mail project, they offer a greater return in the form of enhanced readership and retention of the piece. Professional consultation from a printer or a design firm can help assess your specific project and assure youre getting the most value from your investment.

bout Bob Wendt

Roberts career started with Econoprint of Milwaukee where his responsibilities grew from General Manager to Executive Vice President. Robert then took an opportunity to buy Heritage Printing in 2007. Robert was instrumental in moving Heritage Printing away from quick printing and expanding their product offering to include full color printing, digital printing, mailing, and fulfillment. At the same time, he developed a business-to-business sales and marketing strategy that resulted in a 200 percent growth in sales. Robert Wendts career in the printing industry has spanned more than 25 years. His accomplishments include growing two businesses into recognizable market leaders. Robert has broad business experience that includes strategic planning, sales and marketing, and financial oversight. He has a proven track record of success in achieving business results that outpace the industry and market averages.

Heritage Printing 3575 N 124th Street Brookfield, WI 53005 www.clickheritage.com

Bob Wendt - Improve Your Direct Mail Campaigns

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Joe Ulm, Information Technology Professionals

Use gy Technolo y Effectivel

Simplify your technology and save money

Businesses that keep their technology simple and consistent reduce the cost to manage it, experience less downtime, and lower their total cost of ownership (TCO). Yet, most businesses need certain technology such as email, word processing, and their line-of-business applications to run their business efficiently. So how can businesses simplify their technology while still having all the tools they need? Heres how Move your technology offsite When you move your technology offsite, you also move the maintenance, hardware upgrades, and system management offsite. Once offsite, all you need is an Internet connection to access the systems or functions you need. This reduces your network complexity and reduces the burden of managing your technology. Companies that use products like Salesforce or Google Docs are great examples of this approach. Stay the same Keep the versions of your software consistent. For example, managing multiple versions of Microsoft Office costs more to manage than if everyone was on the same version. Using this type of mixed software environment introduces complexity into your network unnecessarily and you end up paying a lot more to manage it. Maintain When you maintain your systems and technology not only do your systems perform better, but you reduce complexity. This makes the process of resolving technical problems much simpler and quicker. Harden your desktops Managing desktops is often the most expensive aspect of maintaining a business technology. Why? Because users make mistakes, click on something they shouldnt, or load personal software on them. Limiting a users ability to execute these harmful activities means that your desktops remain consistent. That reduces complexity and saves money.

Thou shall not fear The Cloud

Cloud Computing can be an exceptional resource for small and medium-sized businesses, but many companies dont really know how to leverage it. Many businesses are deriving value from utilizing Cloud Computing. From the business point of view, cloud computing is when computer and/or software functions are provided to an organization from outside that organizations office. These functions are hosted within a secure, redundant environment such as at a datacenter and are then accessed via the Internet. Cloud computing simplifies a business technology, reduces risk, and creates an extremely flexible environment. Here are a few common ways businesses are using cloud computing: Email Cloud-based email such as Gmail have been around for a long time, but only recently has calendaring, integration with existing business systems, and mobile phone synchronization become available in a seamless manner. With this level of integrated email functionality, competition has grown, reducing the cost to businesses by half or more over the past few years. With email costs as low as five dollars per user per month, businesses are hard-pressed to justify the costs of traditional, onsite email systems. Business applications Applications like Salesforce.com are becoming more prevalent because they eliminate the capital expenditure often required to deploy an enterprise application and they take the burden of managing the application off the business. No longer does a business have to invest thousands of dollars on hardware and software and then pay someone to manage it. Additionally, cloud-based applications are also extremely flexible and allow businesses to handle growth or changes quickly and easily. Servers and desktops Commonly referred to as VDI (Virtual Desktop Infrastructure), moving a business network functions to the cloud is becoming more and more popular especially for those businesses that cant afford in-house IT staff. In this environment, virtual desktops and servers are deployed within a datacenter.

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Make your IT costs predictable

One of the most frustrating things for small businesses is the unexpected nature of their IT costs. Whether its a sudden hardware failure, a virus, spyware, or software compatibility problems, IT costs can be incredibly volatile. But it doesnt have to be that way. Today, businesses are requiring flat-fee pricing for their technology support and that pricing includes hardware and software. This approach eliminates the traditional method of expending significant capital every time new systems are needed, making IT expenses predictable. Businesses are able to make this transition because IT firms are now offering Hardwareas-a-Service (HaaS) in combination with their technical support. This means a companys IT expense effectively become a predictable, operational expense instead of a capital one, freeing up critical cash for other investments.

Achieve performance expectations for your business technology

Many successful businesses closely manage different components of their business: sales, marketing, service delivery, expenses, etc. Yet few businesses do the same for their technology and that can be a costly mistake. Measuring your business technology can help you forecast better, spend less on IT, and budget more accurately. Whether employing in-house IT resources or a consulting firm, here some ways businesses are getting the performance they expect out of their technology: Set expectations Many businesses dont set expectations for their IT which makes managing their technology well nearly impossible. As a general rule, all IT decisions should be driven by business factors (cost, performance and risk). Accordingly, performance expectations should be aligned with the business goals of the organization. Here are a few performance expectations many successful businesses manage: Network uptime IT Support costs System performance Track IT issues Tracking your IT issues will tell you where your IT support dollars are being spent. Knowing what tasks require the attention of your IT resources can prove valuable when maximizing the efficiency of your resources. Today, there are numerous ticketing systems that can track all your IT support issues and provide important metrics on the number of issues, average time it takes to resolve an issue, and what types of issues are most common. Monitor your systems There are many effective network monitoring tools available to business today. These tools continually measure system resources and performance, providing businesses with critical data that can help determine whether a system really needs to be replaced or not. It can also provide quality reports on network uptime, resource utilization, and overall systems health.

Joe Ulm - Use Technology Effectively

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Back up your data the right way

If you ask any business they will tell you they backup their data. Yet few companies really know their data is being backed up nor do they understand the difference between backing up their data and how to prepare for a disaster. Here are the things you should be doing to ensure your data backup is sound and in the event of a disaster you could recover your data: Verify Software and hardware systems can tell you whether your backup was successful, but that doesnt necessarily mean its restorable. The only way to guarantee that your data backup is functional is to do a test restore. At a minimum, testing once per quarter is recommended. Image and file Most businesses have two types of data restoration needs: the need to restore a single file or email, and the need to restore all their data. Backing up data on both an image and file level is necessary in order to restore data quickly and fully regardless of the situation. Automate Aside from verifying your data backup, manual processes in your data backup process are a risk. Todays systems can automate the backup process, not only onsite, but offsite as well. Onsite and offsite Even the best data backup doesnt matter if its kept onsite and a facilities failure occurs. Today, there many software programs that will securely backup your data offsite automatically. Of course, you can always manually take your data offsite, but that is actually more prone to failure than if you automate the process. Either way, ensuring you have a copy of your data offsite is absolutely a must.

bout Joe Ulm

Joe is a graduate of the University of Milwaukee Wisconsin and began his career in Information Technology in 1999. His career path in the IT field has included network administration, technical writing, IT management, and his current role as an owner at Information Technology Professionals. Joe has numerous IT certifications including Microsoft, Cisco, and A+ certifications, along with 12 years of practical experience in the IT field. Presently, Joe works with over a hundred small and medium-sized businesses, helping them design and implement the technologies and strategies that positively impact their business.

Information Technology Professionals 1377 S 72nd St West Allis, WI 53214 2800 Royal Ave Suite 208 Madison, WI 53713 www.itprosusa.com

Joe Ulm - Use Technology Effectively

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Sell More Online

Lori Highby, Keystone Click

Selling online? Image quality and product descriptions are key!

Image Quality - The quality of the images is extremely important and is what will ultimately sell your product online. Lighting, background, and attention to detail will truly make or break your products image page. Professional photography is worth the investment and will ensure quality images of your product. In the event you are unable to hire a professional photographer, here are some tips for taking your own photography: Use lots of lights, but not direct lighting Try to avoid shadows on your product If possible, use a white background Take all product photos at the same time, with the same lighting, and the same background Dont rush, take multiple photos of each item Use a photo editing software to resize the images for web use Also, consider how someone might want to view your images on your website. Will the site visitor want to zoom in on the product? See the product from different angles? Or view the product in different colors? Product Description If your image cant sell your product, make sure the description can close the deal. Highlighting the core features and benefits of your product are key. Your product description should include the following details: Answer the question, Why should I buy this? Highlight the benefits, unique features, and usage ideas Specify variable options available (color, size, etc) Include the keywords that you want to be found under in the search engines Make sure your description is using words that the buyer would understand, not industry jargon. Focus on the value the product brings versus focusing on why your product is so amazing.

Ensure your website functions the way your visitors want to shop online
Questions your customers will ask as they navigate your website include: What else should I buy? When making a purchase, the consumer is often looking to buy more than one item. Maybe a necklace to match the earrings, or the hammer that goes with the nails. Consider up-selling and cross-promoting items on your eCommerce website. Is this site secure? Make sure that the site visitor knows you are secure. Include links to information about how you value security and privacy. Including a valid privacy policy statement is a standard practice and often helps to ease the jitters about making a purchase on your eCommerce website. Does this product fulfill the needs of other shoppers? Including testimonials, product ratings, and reviews can help sell your product. Of course, you will need to make sure that your sites visitors are indeed satisfied with the product or service that you are selling. Hearing that other customers have made satisfactory purchases will help to push more sales across the goal line. Will this fit? Including as much information about size, specs, etc. is extremely important. First, it helps the consumer know that they are indeed making the right purchase. And second, it helps avoid refunds because of the wrong measurements. What if? On any eCommerce website, it is important to list FAQs. Consumers often have the same questions. It is simpler to post those questions and make it easy for your sites visitor to find answers themselves. Also, make sure it is easy for the consumer to contact you. A contact form, phone number, and/or email address should all be posted within easy reach on your website.

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Be sure to include an immediate Call-To-Action

Most people will spend approximately eight to ten seconds looking at a home page and decide to stay or move somewhere else. Every page on your website should have at least ONE Call-To-Action. A few ideas for Calls-To-Action: Sign up for our eNews Buy Now! Call for more details (800-555-1234) Forward to a friend Like us on Facebook Follow us on Twitter Rate this product Comment on our blog

Know who your online competitors are and WHERE they are
Do you know who your competitors are? Maybe on a local level you know, but have you done some deep searching to see who else online is selling the same product that you are? If not, wed recommend doing that immediately. What are they doing that you are not? What are you doing that they are not? Where are they positioned in social media? Are you in the same places they are online? What are their customers saying about their product? Is there an opportunity for you to excel at their weakness?

Its good practice to check out what your competition is doing on a consistent basis. It doesnt have to be every day, but you need to know what your competitors are doing AND see if any new competition has entered the field. New websites are going live every day and you never know if someone in your industry has entered the playing field unless you look for them.

Lori Highby - Sell More Online

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Navigation is golden
An easy-to-navigate website allows a site visitor to easily find what they are looking for. On a website, a visitor should be able to find what they are looking for within three clicks. How long does it take you to get to what you want on your own site? Do you cross promote your products within your site? Do you offer different navigation options? A few ways to enhance your navigation Drop-down menus Search boxes Use of images (Call-To-Action) Use a breadcrumb trail to identify where the site visitor is within the site Always provide a HOME link Keep your menu structure the same throughout the site dont move it from left to right based on different pages Highlight the Most visited pages

bout Lori Highby

Lori is passionate about design, marketing and technology. As the owner of Keystone Click, she strives for her team to remain on top of current technology and design advancements. Happy clients and amazing websites is what we like to work with! Keystone Click is an interactive agency located in Milwaukee, WI. The companys primary service offering includes unique website design, ecommerce website development, content management system development, social media management, and a variety of Internet marketing services. Our key goal is to utilize our dynamic team of creative and technical professionals to successfully generate a web marketing strategy that maximizes your ROI.

Keystone Click 207 East Buffalo Street, Suite 300 Milwaukee, WI 53202 www.keystoneclick.com

Lori Highby - Sell More Online

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o to Use Vide ur Market Yo Business

1
Life Productions, Inc.

Put a human face on your business by creating a video directory for your website
People want to do business with people they know and trust. Video allows individuals to communicate in their own words and lets potential customers know why they are passionate about what they do. The days of websites being simply an online brochure are over; your online presence should come alive. With more and more people initiating their search for services online, your website is often the first encounter someone makes with your business. Make sure that your virtual lobby is an accurate reflection of your business and that your websites video is professionally done.

Use video on your website and social media sites

Video trumps text on the Internet. Compelling short video pieces posted on your Facebook and YouTube pages can increase viewership to your page and direct new clients to your website. It has been found that businesses/organizations that add video to their websites/social media pages can effectively move their websites to the top of search engines. With news 24/7 on hundreds of TV stations, your audience wants information in a quick and entertaining way. Video is the medium of choice to pique interest and satisfy this need for speed.

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Create a 3 to 4 minute video using testimonials from your best clients

Potential clients want to see how your business and/or organization impacts the people you serve. We have found unscripted videos are powerful communication tools when you let interviewees tell their story in their own words. When individuals speak freely and passionately about their business or cause without a script it is felt to be genuine, real and authentic by the target audience. A video piece that tells your group story through compelling testimonial interviews can make your business/organization stand out to prospective clients and/or donors and motivate them to take action.

Video can be used in a multitude of ways

Once you produce a video for your business/organization, maximize its exposure. Dont just show it at an event, but also tweet it, post it and send it to your LinkedIn contacts. In addition, your video can be a hyperlinked under your signature on all business emails. You can also create a QR code that links to your video online. Smartphone users with a QR code application can scan your QR code and be taken directly to your website or YouTube channel and immediately view your video wherever they may be.

Life Productions, Inc. - Use Video to Market Your Business

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Remember its the craftsmen, not the tools!

Everyone has access to a flip cam these days, but so much more goes into videotaping and editing an effective video for your website. It is of the utmost importance that your videos are professionally lit with good sound and tight messaging so that the video elevates the brand of your company/organization and not weakens it. Todays population is media savvy; technically many individuals can produce a video, but very few can produce a piece that conveys your specific business/organizations message in a succinct, professional and compelling way.

bout Tami Sweeney

Life Productions Inc., founded in 2002 by Louise Berg and Tami Sweeney, is a female owned and operated video production firm that specializes in award winning, professionally produced videos for businesses, individuals and organizations. We specialize in unscripted media presentations that showcase the essence of an individual, business or organization by letting our clients tell their story in their own words through digital video. Using music, skillful editing techniques, and professional audio and lighting equipment, we help clients build and present their stories in ways that both inform and inspire. We also partner with talented freelance video/media specialists in our community to provide a full array of video production offerings to our clients. Our portfolio includes videos for non-profits, businesses and educational institutions. We produce not only marketing videos, but website video directories, social media tools and everything in between. In eight short years, we have successfully produced videos for over 175 clients.

Life Productions 5601 N. Cumberland Avenue Milwaukee, WI 53217 www.lifeproductionsinc.com

Life Productions, Inc. - Use Video to Market Your Business

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a Become ader Better Le

Lead on purpose
Leadership is an accidental career! Great leaders are scarce because organizations typically promote their highest-performing individual contributors. Yet, there is no direct correlation between excelling at a particular job function and possessing the ability to lead people well. Many leaders struggle with a number of basic bad habits and for this reason, it is critically important that leaders are intentional in their approach to leadership of people! To lead intentionally and most effectively, practice these guiding principles:

Consider leadership traits

The most effective leaders demonstrate a common set of characteristics to get the best results THROUGH others. Employees want leaders who: Understand that technical expertise doesnt translate to leadership expertise. Care about humility and integrity employees dont respond well to arrogance! Act instead of react the emotional intelligence piece! Serve others when you accept the responsibility of leading others, its not about you! Ask and listen most leaders interrupt and tell! Provide BOTH positive and improvement-oriented feedback fewer than 18 percent of employees say they get useful feedback from their leader. Recognize employees only 30 percent of workers feel appreciated by their supervisors (Reuters 2010).

Living As A Leader

Be kind Be humble Be tolerant Be productive Be accountable Serve others

The best leaders are those who can find the delicate balance between accountability and inspiration. Accountability involves managing employee performance on an ongoing basis. Inspiration includes listening, involving employees, encouraging and praising!

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Communicate by design
The number one reaction to the need for a difficult conversation is avoidance! And the second most common reaction is to handle the conversation and handle it poorly. Most of the time, difficult conversations are the result of inappropriate workplace behaviors and, if left unaddressed, behaviors will continue, issues will escalate and employee morale and productivity will go down. Leaders must proactively prepare for difficult conversations by design in which they choose their words very carefully to minimize defensiveness and get the best result. The essence of the conversation should balance empathy with accountability. So, when you have a difficult conversation, avoid the tendency to charge right into the issue by beginning with some important positioning words like Hi Joe, thanks for taking time to meet with me. I wanted to talk with you about a concern I have and then get your feedback.

Lead emerging professionals

We hear a tremendous buzz from leaders in organizations about the challenge of leading emerging professionals. Were primarily talking about professionals in their 20s. Many comments lead with The problem with young professionals today is We encourage you to transcend your thoughts beyond this being about a bunch of entitled young adults. This is really about the evolving world of work and the opportunities afforded us by technology. The world has become a flexible place in which work can be done in many places at many times. The lines between work and personal time are becoming very blurred. Young professionals have an interesting mantra, Work is not somewhere I go; its something I do. Here are just a few things (among MANY) to consider: Over 65 percent of the workforce claims they send and receive email in bed. Is it okay then that employees exchange text messages with their kids, significant others and friends throughout the day? Maybe. Young professionals are willing to work very hard, long hours. In fact, they would like flexibility in doing so. Do your employees really need a valid reason to leave work at 3:00 p.m. on a particular day? They work nights, weekends and on vacations! Why are you micro-managing time like this? The bottom line: flexibility and performance are separate, though interdependent, issues. Give thought to how you can foster flexible work cultures. At the same time, you still need to be aware of whos performing and whos not. This is called leadership.

Living As A Leader - Become a Better Leader

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Avoid common mistakes leaders make

As weve worked with leaders over the past twenty years, weve seen common mistakes repeated over and over. These mistakes dont happen intentionally; they happen because leaders are NOT intentional. Human behavior drives too much of what we do. Take a look at just a few of the common mistakes that follow, identify the ones that you are guilty of making, and determine if youd like to do something about it. Leaders do not give enough positive feedback. Way too many employees hear from their leaders only when they do something wrong. We know that what gets rewarded gets repeated. One employee said this well, When my boss gives me positive feedback, it makes me want to do even more. Leaders are too negative. There is a difference between redirecting someone to get them back on track and simply being too negative. Negativity is often fueled by poor behavior. This might be yelling, ignoring, being moody and grumpy, interrupting people, responding frequently with yeah, but. Be aware of how often youre focused on whats wrong! Leaders DO, they dont LEAD. Very often, spending time with employees is viewed as a frustration. Many leaders accepted the promotion into leadership yet still relate most comfortably with their own to-do lists. Leaders must realize that activities related to leading their people need to be on a to-do list also. A concept we encourage is Schedule Leadership.

bout Living As A Leader

Founded by Aleta Norris and Nancy Lewis, Living As A Leader uses a unique combination of training and coaching to develop people into effective, productive leaders. Whatever level your leaders are atfrom the rising star just promoted into a leadership role to the long-time leaderwe offer services and support to help leaders become confident and intentional as they work with others. To achieve the results you seek, we employ either a progressive development approach or customized services to fit any situation. Companies invite us to work with them because we develop leaders whose impact is noticeable, positive and lifelong. Our talented team of facilitators and coaches focuses on making a positive impact on others, one leader at a time. In all of the work we do with leaders, we encourage them to: Be Kind Be Humble Be Tolerant Be Productive Be Accountable ....and Serve Others

Living As A Leader 125 North Executive Drive #378 Brookfield, WI 53005 www.livingasaleader.com

Living As A Leader - Become a Better Leader

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Marsha Block, MBA - My Business Advisors

d Create an icate Commun on Your Visi

Create a vision everyone can see and then move forward

Professional planning practitioners frequently advise that an effective vision needs to be bold, brief, and inspirational. Thats good advice to stretch everyones thinking but often these BHAGs (Big Hairy Audacious Goals) miss the mark. If visions are too broad and global, then any strategy or action may or may not lead to the Promised Land. More often misinterpretations, conflicting actions and inefficiencies are born from BHAGs. Heres what might work better. Create the future with more detail. Include as many facets as can be imagined and agreed upon. Paint a picture with words that everyone in the organization can visualize, embrace, get excited about, and that leaves little room for misinterpretation. Who cares if the vision wont fit on a T-shirt or a plaque in the visitors lobby? Whats important is that the steps taken from today to the future be developed with more understanding, clarity and confidence by those involved.

Let it marinate
Better plans are made and result in more successful outcomes when you add a little time for reflection. This, however, is not a widely accepted practice. Traditional leadership practice suggests that success requires quick decisions and immediate action. I say - not so fast. There are times that a good nights sleep (or several) or just stepping away from the situation for a while can improve the quality of the result. For example, when creating a strategic plan, rather than forcing a marathon day-long session to get it done, a series of discussions and decision points taken over time can result in a better plan product. Furthermore, this is a dynamic world we live in. Event or time-driven planning and reactionary decisions are old fashioned. Regularly incorporate strategy reviews and make adjustments to your plan as part of your businesses lifestyle to keep it fresh, relevant, and poised for growth.

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Communicate in simple, authentic messages - often

Much of what we want to accomplish in life has to do with our ability to influence other people. So to be effective requires good to great communication skills. As a leader, create messages that are specific, clear (without jargon), and understood by all. Smart leaders also know that employees are the heart and soul of the company. Ultimately it is their productivity that fuels the success of the business. Leaders in the trenches, side by side and face to face with the workforce will result in renewed employee engagement. These messages need to be communicated genuinely and consistently. When interacting with employees, remember to be candid, empathetic, emphasize individual accountability and responsibility, and the results will be there.

Before you act or react, have an out of body experience

Keeping things in perspective can be an acquired skill. When you care, it can be difficult to separate emotions from logic. And yet that is a skill that we can all benefit from in work and in life. One of the best visual aids I have found is to pretend I am a witness, separate from the situation, taking a mini-timeout or an out of body experience. This helps me to objectively view the situation before I say or do anything. Last year, I had the opportunity to spend nine days in the Canadian Rockies. These magnificent mountains reached as high as 14,000+ feet. Mountains can symbolize vision, the ability to rise above the neighboring lowlands and see beyond our immediate vicinity. From the top of the mountain, we are able to witness life from a new perspectivecities and towns that seem so large when we are in them look tiny. We may not have the Canadian Rockies next door to give us perspective but we can create a different outlook in any given moment. When the situation calls for a different or bigger view, try this. Pretend that your eyes are a camera with a telescoping lens. Take a few steps back and open up the lens gradually to see what is around the initial situation. Keep stepping back in small increments until a full panoramic view is in sight. Does this information generate a different conclusion(s)?

Marsha Block - Create and Communicate Your Vision

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Lead, follow or just get out of the way

This is a tall order for many. A leader sets the vision and creates opportunities for others to contribute to the achievement of the vision. The best leaders define reality and inspire hope. Being a leader, however, is not a black and white experience it takes courage, commitment, selflessness and humanness. Letting go and trusting can be the biggest challenges. Here are a few thoughts that may help create a healthier and more productive culture: Remember you are always on. Be aware of the verbal and the non-verbal messages or signals you send. Acting is hard and phony; the truth is easier and during tough times being candid and open is really important. Balance today with the future. Your vision can inspire thoughts of the World Series but you only get there one game at a time. Be accountable. This is the most important message to deliver. Invest others with the personal responsibility to deliver results. Dont go it alone. Its lonely at the top. Find a group of trusted advisors whose only agenda is your success. They will question your answers, offer encouragement and provide accountability so that you can continue to lead those who look to you for these same things.

bout Marsha Block

Marsha Block, President, MBA My Business Advisors, is a results-oriented Business Executive with a versatile background across various industries and business models and is broadly recognized for her strategic thinking, business execution skills and consensus building and engagement abilities. She has successfully facilitated the planning, management and execution of long-range, strategic and marketing plans for a variety of clients in the for-profit and not-for-profit sectors. With more than 25 years of experience, Marshas credentials include: Plant Manager for manufacturing businesses with sales of $5 million to $100 million Marketing (product, industry and communications) Management Business Development Management Independent Business Ownership Start-Up, Non-Profit Executive Director Marsha now brings this wealth of experience and know-how to a new arena of her business. She has formed a new TEC group in Southeastern Wisconsin. TEC (The Executive Committee) has a mission to increase the effectiveness and enhance the lives of CEOs, Presidents and business owners.

MBA - My Business Advisors www.mba-mybusinessadvisors.com

Marsha Block - Create and Communicate Your Vision

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Maureen McGrath, McGrath Marketing Associates

Be in the th Know Wi Research

1 2

Take control of the contracting process

Do your homework before beginning research or contracting with a vendor. Develop finalized research objectives, a budget, required deliverables and due dates. Write a comprehensive RFP with your requirements clearly outlined. If a vendor is new to your company, complete a due diligence and contact references.

3 4

Control the size of your research group

Control the number of respondents who will be included in your research. Unless there are extenuating circumstances, four to six focus groups will generally provide the information you are seeking. Also, closely review the sample calculations that define the number of survey respondents needed. Over-surveying will cost time and money without adding additional value.

Stage your research

At the end of each stage you can carefully review the findings to determine if additional research is warranted. Do not commit to a multiphase research plan; rather ask your vendor to contract one stage at a time. This enables you to control the project budget and timeline.

Keep your surveys short

Target a completion time of no more than five minutes. Use customer information that you already have, such as gender and age, rather then asking for this information on the survey. It saves time and money.

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Ask only for have to know information

Dont ask for interesting to know information its clutter. Pre-test every question to make sure the answers deliver the information you are seeking.

bout Maureen McGrath

Maureen McGrath is founder and senior partner of McGrath Marketing Associates, a strategic marketing research firm located in Milwaukee, Wisconsin. McGrath Marketing Associates specializes in translating research findings into product and market strategies for companies ranging in size from small startups to Fortune 500 firms. Clients include American Republic Insurance Company, Conseco, Northwestern Mutual, and the Milwaukee Public Museum. Maureen has been a featured speaker at national research symposiums on research methodologies and consumer preference testing. She has her MBA with a marketing research concentration from the University of Wisconsin, Milwaukee. She has her B.A. from the College of St. Catherine, St. Paul, MN. She is one of only a few Wisconsin focus group moderators who have earned a Qualitative Research Certification from the Burke Institute of Cincinnati, OH. She is a member of the American Marketing Association and the American Research Association.

McGrath Marketing Associates 1650 Shady Lane Elm Grove, WI 53122 www.mcgrathmarketing.com

Maureen McGrath - Be in the Know With Research

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George Blomgren, MRA - The Management Association

Leverage dia Social Me

Breadth rather than depth

One benefit of working for an association that serves almost 2,000 member businesses is watching trends unfold on a large scale. Needless to say, social media is one of the hot trends, and many businesses are finally jumping on the bandwagon. In most businesses, someone in marketing is leading the charge, although its occasionally driven by a recruiter instead. The key is generally an individual with depth of experience (such as a sizable network) driving the effort. Thats great, and its a natural starting point, but its only half the equation. The best success comes from leveraging breadth as well as depth. This is really the key to amplifying the social in social media, by taking advantage of the aggregate social networks of all of your employees.

It starts with policy

Good corporate policies protect the company when employee behaviors place the company at risk. But they are also appreciated by employees. With respect to social media, many employees have questions about the appropriate use, such as, If I vent about a bad day at work, should I mention where I work? Or am I not allowed to? Your employees are using social media, and they need guidance! Good corporate social media policies mitigate risks by setting boundaries, such as when social media can be used, and how much. But the best social media policies extend well beyond the thou shalt nots, and create an important foundation for constructive use of social media by outlining activities and purposes that are favored by the company. If you are one of the majority of employers who have (or are working on) a policy that is exclusively restrictive in nature, its hard to simultaneously tap into the full potential of social media. So, consider a policy that also includes how youd like employees to support the company.

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Were all in this together

There are many ways your employees can help support important business goals. Lets consider one of the lowest hanging fruit. Assuming you have an employee referral program (and if you dont, you should!), update the policy behind it to address how employees can and should use social media to support their referral efforts. Imagine the power of all of your employees promoting open positions on their LinkedIn and Facebook networks! Of course, keep in mind the power of WIIFM (whats in it for me?) remind your employees that a lucrative bonus is theirs if any of their referrals amount to hires, regardless of the source. (Remember that the key to a productive referral program is ongoing promotion. Keep reminding employees about successful referrals, and the ensuing bonuses.) Heres another idea. You cant really tell your employees what their LinkedIn profiles should say, but ultimately substandard profiles (no photo, typos, a bad description of your company, etc.) reflect poorly on them and on you. You cant dictate the changes youd like to see, but who wouldnt jump at a free LinkedIn tune-up? In this way, for a modest investment, a good marketing intern can make a huge, positive impact on your digital identity.

Training makes the difference

As critical as a solid policy is, its not enough. Many of your employees arent familiar enough with social media to use it effectively. Or, they may not use it the way you want them to (perhaps they still favor ALL CAPS, for example). Or, lacking guidance, your employees may approach social media such that they spend hours a day on activities with limited value. You want to train your employees to use social media adeptly, effectively, and efficiently. Another reason training can make a critical difference is generational issues. If you embrace a well-rounded social media policy, your middle managers will become coaches, cheerleaders and police, supporting the appropriate use of social media. Insofar as social media adoption is highly skewed towards younger users, this means your older middle managers will be supporting and monitoring people who know a lot more about social media than they do. Only training can bridge that generation gap.

George Blomgren - Leverage Social Media

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Easy as falling off a log

So, lets say youve embraced the idea of tapping into breadth. You have implemented a progressive policy. Youve identified the ways employees can best contribute to your social media strategy, and paid due attention to WIIFM every step of the way. Finally, you provide ongoing training to ensure that all employees are capable of meeting your expectations. All the pieces are there, but your social media engine fails to achieve the results you had hoped for. Most of us have too much on our plates these days, and unless you have identified social media as a core competency (with specific, measured accountabilities), its pretty likely your employees are simply focused on their tasks instead. How can you tap into their social networks with only minimal distraction? Of all the ways your employees can support you, chances are good the highest ROI comes from status updates, simply because it takes little time to update these messages. You can make it even easier by doing this work for them. If you have a social media coordinator, ask them to send a weekly email to employees with three to four pre-fabricated status updates, supporting timely recruiting and marketing messages. This message will serve not just as a reminder, but by copying and pasting the message of their choice, employees can support the team in less than 30 seconds a week. Could it get any easier?

bout George Blomgren

George Blomgren supports MRA members in developing effective social media strategies and policies, and strategically leveraging web, social and mobile tools in support of business objectives. Prior to joining MRA, George was on the leadership team of the countrys premiere network of local employment websites. He oversaw both web and traditional advertising and marketing. George also spent time as the webmaster for Kohls Department Stores. He began his career as a communications consultant for Watson Wyatt Worldwide (now Towers Watson). George earned a bachelors degree from Beloit College, studied abroad at the University of Glasgow in Scotland, and pursued graduate studies in business and marketing at Cardinal Stritch University. George is an active blogger and podcaster. Outside of work, George serves on the Board of Directors for the National Kidney Foundation of Wisconsin and does a lot of volunteer career coaching. He enjoys spending time with his wife Cathy, and his two dogs a Great Pyrenees and a Chihuahua.

MRA - The Management Association N19W24400 Riverwood Drive Waukesha, Wisconsin 53188 www.mranet.org

George Blomgren - Leverage Social Media

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Wayne Breitbarth, Power Formula, LLC

kedIn Using Lin our to Build Y , Find the Business ple, and Right Peo k Give Bac

Beef up your profile to improve your image on LinkedIn

These four simple additions to your LinkedIn profile are sure to boost your credibility and demonstrate your expertise. 1. Summary. Think of this as your cover letter. Some people may not read beyond this point. So ask yourself: if I have only a few minutes to share my professional story with a potential customer, client or business partner, what would I want to say? Then use your Summary to tell your story in a friendly, conversational way. 2. Box.net Files. The key to networking, whether face to face or online, is freely sharing your knowledge and expertise with others. This builds trust. Once someone knows and trusts you, he/she will want to do business with you. Use Box. net to post PDF, Excel, or Word files to your profile. These files can be downloaded by visitors. This is a great place to post white papers, articles, company brochures, pictures of your projects or products, customer testimonials, and other documents that increase your credibility and helpfulness. 3. Google Presentation / SlideShare. Lets face it. Most people would rather watch TV than read a book. These two applications allow you to post slide shows that showcase your personal expertise, presentations about your company, and/or pictures of projects you have done. Video is becoming an increasingly important part of many companies branding efforts, and if video is part of your slide show, you can post those files here. 4. Other Applications. LinkedIn has an extensive list of applications to enhance your profile. Some are industry specific (e.g., Real Estate Pro, Legal Updates, etc.), and others can be valuable to most LinkedIn users. Connect your blog to your LinkedIn profile, use Events to find interesting professional events, or share your favorite books with your network through Reading List by Amazon. These additions are easy to do and will certainly make your profile more appealing to viewers.

Use LinkedIn to find high-quality employees

LinkedIn can help you find first-rate employeesand many times you can find them for FREE! Heres how: 1. Use your Status Update Box to ask your network if they know of anyone who is qualified for the position you are attempting to fill. If someone in your network is aware of a prospective candidate, he/she should be able to quickly introduce you to the candidate. 2. Use the Jobs tab in the groups you belong to, especially those groups that are related to the specific industry your potential candidate would work in. 3. Use the Advanced People Search. Some of the criteria you will want to consider when building your search are: Title. Be sure to try a variety of different words for the same job. Keywords. Be creative, and list specific keywords that apply to the job. Also, if you include words like pursuing, seeking, or looking in your keyword search, you will find interview-ready candidates. Company. Search using your competitors name(s). Search options include current employees, past employees, or both.

4. Save the search. Once you have landed on a search or searches that brought you some good potential candidates, save that search by clicking the word Save on the top right of the Results screen. Then LinkedIn will continue to look for more potential candidates by regularly searching your network, including the new connections people in your network are making on an ongoing basis. A thorough review of each candidates profile (especially the recommendations) should help you narrow the field, and you will be well on your way to finding the perfect candidate for your position.

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Pay it forward to nonprofits

Here are four ways you can use LinkedIn to benefit your favorite charitable group: 1. Include information about the organization in your individual profile. Add the profile section Volunteer Experience & Causes, and include not only the detail about your group but promote the general cause as well. In the Experience section of your profile, list as a current job your title and/ or involvement along with the name of the organization, and explain the organizations mission, accomplishments, and needs. Once you do this, the organization will appear in the top box of your profile. You can list three websites on your profile. Use one of the three websites for a hyperlink directly to the organizations website. In your Summary section, include a special section to describe why this organization is important to you. Use SlideShare or Google Presentation to share a Power Point or video about the organization. Use Blog Link or Wordpress applications to connect the organizations blog to your profile. List the name of the organization in your Groups & Associations section. 2. Use the Status Update Box on your home page or Discussions/News in groups you are in to publicize an event, recruit volunteers, or find employees, suppliers, and/or vendors for the organization. 3. Start a LinkedIn group for the organizations supporters, donors, and/or volunteers. 4. Use the Events application to promote the organizations upcoming events.

Promote your events on LinkedIn

1. Use the LinkedIn Event application to post the details of your event so it can be found by LinkedIn users who are searching for events in your area. Download this application by clicking Get More Applications under the More tab on the top toolbar. Once created, you are given a URL that you can use to link people to your event information. 2. After creating the event, LinkedIn will prompt you to share this event with a selected group of your connections. 3. During the time leading up to the event, periodically visit the event page and use the Share button to re-invite connections or invite additional connections. 4. Use your Status Box to promote the event. Vary the updates by including such information as the topic, venue, speakers, etc. 5. Start a discussion to promote your event in the LinkedIn groups that would most likely attend the event. Always include the link to the event details. 6. Ask some of your closest connections who have already RSVPd for the event if they would consider either inviting some of their connections or using their Status Update to promote the event. 7. Ask a few of your most connected connections to Like your Status Update on their homepage. 8. Create a short video promoting the event. This could include clips from last years event, an interview with the keynote speaker, testimonials from attendees of previous events, etc. This video can then be put on the profiles of everyone involved in the event in either the Website section (as a hyperlink) or in the SlideShare or Google Presentation application.

Wayne Breitbarth - Using LinkedIn to Build Your Business, Find the Right People, and Give Back

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Use your LinkedIn Status Update Box to network online

1. Share links to interesting articles, websites or video that individuals in your network might appreciate. Dont worry about whether all of your connections will find the information equally valuable. Use engaging words to grab the readers attention and encourage them to click the link. 2. Pose a question that could lead to solving a problem you have, like: Does anyone know some good controller candidates? One of my connections saved $20,000 in recruiting fees by posting an update like this a couple days before calling a recruiter. 3. Mention a person or a situation that might be helpful to some of your connections; for instance, I just met with John Jones from ABC Insurance Company and found out they are saving companies lots of $$ on workmens compensation insurance. 4. Use the Like feature when you see a helpful update from one of your connections. This shares the update with your entire network and is a great way to give the writer of the helpful update exposure to your network that he/ she wouldnt normally have. 5. Talk about an event you are attending or have attended to encourage involvement and/or questions about what you learned there. Follow these simple suggestions, and you will be on your way to being a model LinkedIn citizen whose position of respect and authority will pay big dividends.

bout Wayne Breitbarth

Wayne Breitbarth is an experienced businessman, speaker, and author. The LinkedIn expert has inspired audiences both locally, and nationally, at conventions, industry association events, and corporate training sessions. He has trained more than 10,000 businesspeople on how to effectively use the professional networking site. Wayne works with companies to develop a strategy for using LinkedIn to increase revenues, find first-rate employees, and discover new business opportunities. He then trains company personnel to meet those objectives. Breitbarth is also an owner of M&M Office Interiors in Pewaukee, Wisconsin. He received his BBA from the University of Wisconsin-Whitewater and his MBA from Marquette University. Wayne is also a Certified Public Accountant and spent the early years of his career as an auditor and small business consultant with Arthur Andersen & Co. Breitbarth shares his expertise in his critically acclaimed book, The Power Formula for LinkedIn Success: Kick-Start Your Business, Brand, and Job Search (March 2011, Greenleaf Book Group).

http://www.linkedin.com/in/waynebreitbarth www.powerformula.net

Wayne Breitbarth - Using LinkedIn to Build Your Business, Find the Right People, and Give Back

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Leverage edia Mobile M

1
Sara Santiago, Roll Mobile

Get your mobile web experience in place

Recent projections indicate that by the year 2015, there will be more people accessing the web with mobile devices than computers. In fact, today, an estimated 25 percent of Americans who access the mobile web are mobile only, meaning that they never use a computer to access the web. If you have an existing website, and that web presence is a part of how you grow your business, you need to offer a mobile version of your content. Not having a mobile site will affect your search results, the usability of your website, and will negatively impact the likelihood of a conversion. Having a mobile website will help you capture the growing mobile web visitor and support the social sharing of your content. That being said, you cant just puke out a mini version of your entire website and think youve got your mobile web strategy covered. On the other hand, if you strip too much of your web content out of your mobile version, the user may become frustrated by lack of information. The key is to find the balance of form and function. Mobile users are savvy, and have come to expect a mobile web experience that suits the way they consume content on a mobile device. A mobile website needs to be designed so that the mobile users experience is intuitive, productive, and fast. Make sure you give equal care and attention to your mobile version as you do your desktop version. Website design is changing to accommodate the ever-increasing number of devices capable of rendering websites and web applications. As these types of devices change the electronic marketing landscape, designers are moving to responsive design techniques that will render the appropriate user experience based on the type of device used to access a website. Now is the time to consider responsive design for your next website redesign. If you dont feel that your business needs to pay attention to mobile web users now, get ready to play catch up later. (And your competitors will thank you for giving them the edge. Heh.)

Be a guy for that

I often think of my dad when doing business and building professional relationships. Social media growth has made me realize that I channel him more than ever, mainly because of a newfangled confusion over the right way to utilize social networks. Folks want to make it seem pretty complicated. Make sure you tweet links at specific times, specific days, stand on your head when you tweet to get more RTs... While I love the analytics folks and I do get that patterns can be identified and leveraged when sharing content, none of that crap is the most important ingredient in building your social currency, reach, and trust. Recognizing that social media has allowed us to create a powerful word of mouth community, in much the same way our grandparents did within a small town, might be a step in the right direction. Maybe its time to go back to some old school thinking... In recent years, Ive brought up the idea that social media is really just helping us find (and be) a guy for that in a much larger (online) community. Throughout my fathers life, he has always had a guy for that. Whether it was a new car, a guy to come help hang drywall, a lawyer, a plumber, or the guy with the best garage for drinking beers and re-building hot rods. In his business, his vendors were always his guys too. He referred business only to the dependable, honest guys. Why? Because he liked and trusted them, and he knew he was giving a solid recommendation. He also made sure that his guys got as much business as he could send. They always returned the favor. These guys built word of mouth networks that stretched worldwide. And it wasnt just built on whats in it for me. In my life and my work, I have my own network of guys. Im the guy for many others. I use social media tools to connect with my guys and see where I can be someone elses guy. Its been working since the dawn of time, the Internet doesnt change the heart of the matter. Its about people. Making real connections. These connections can become real life conversions. If you arent a total jerk, its a pretty good way to grow your business and tap into new networks.

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Mobile tools save time

Un-tether yourself from your desk! Because of mobile technology, we can stay connected to our businesses no matter where we are. Utilize time-saving mobile applications to retrieve email, collaborate on documents, monitor your brand in the social space, post new and engaging content, accept and remit payments, or plan your next business trip. Rethink the way you do things today, could there be a mobile/social solution that can streamline your workflow, while allowing you to work from any location? Dont fear new tools, but dont let yourself get caught up in the shiny new toy syndrome either. Choose and use tools that actually help you to streamline the way YOU work. What works for one, may not work for all. Be ruthlessly efficient in your day. Utilize only the tools that get the job done.

Develop your social (media) graces

For some time now I have been trying to put my finger on why some folks get how to use social media to market themselves or their services and some completely miss the boat. Ive been trying to identify exactly why one person drives me completely nuts, and another persons message is welcome, and even met with a smile and desire to share their message. Then it hit me. Social graces. Good, old fashioned manners, courtesy, humor and genuine interest in others. You know, how people have been building relationships since, well, forever. Social networking is still just networking, period. Networking is still about people. Just talking to people and building relationships. Hopefully that relationship has value for both parties, whether its emotional value or monetary value, it doesnt matter. You define that value. So, lets say you met me in real life. If every other thing out of your mouth was Read my blog! Buy my stuff! Im so great! Have you heard how AWESOME my blog is? then I would run away. Seriously. I might even have to resist the urge to smack you upside the head. Ask yourself a few questions: Am I being myself? Seriously. Be yourself. This, apparently, is easier said than done. Even the social media experts who preach the ever hyped authentic/transparent strategy dont always practice what they preach. How do I know this? Ive met plenty of them in real life who are quite different than they portray themselves on social networks. That doesnt work. Why? Because the ultimate goal of networking is usually a real life conversion. If you arent really who you portray yourself to be online, you lose my trust. Do I talk about myself/blog/business too much? This is highly annoying in real life, and amplified on the web. If the majority of your activity on social networks is telling people about all the great stuff you are doing/have to offer/etc, you are probably coming off as narcissistic. Please stop. Thanks. Am I courteous to others? Are you prone to hijacking tweets? Do you take other peoples ideas from one forum and re-purpose as your own on another?

Rethink how you use white space time

Our lives are busier than ever. If you own your own business, you know that every minute counts. In addition to running our businesses, we have families, and friends, and commitments to think about. Keeping ourselves up to date on the latest happenings in our respective industries can be a challenge. Mobile technology allows us to take advantage of white space time, that time between A and B. Whether its on the train during a morning commute, waiting in an airport terminal, or in the car waiting for your kid to finish dance class, you can utilize applications that allow you to save blog posts, articles, video and other content to read later. Using an application that will sync to multiple devices means you can catch up on industry news anytime, anywhere.

Sara Santiago - Leverage Mobile Media

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Do you borrow other peoples snark/funny/content without giving credit? Well, thats just slimy. Am I the know-it-all? Yes, yes, you may be a genius. You may have thought of everything before any of the rest of us. We know, you have an opinion on everything. Bless you. Heres the thing. Its okay to just shut up every once in awhile. If you did this at a cocktail party in real life, you wouldnt get many future invitations. Dial it back, mmmkay? You see, when people in my social network are helpful, courteous, knowledgeable and friendly, I WANT to hear about what theyve got going on. I WANT to advocate on their behalf. Why? Just like in real life, I want to help my friends. In turn, those friends will want to help me. Together we will both grow our networks of friends, acquaintances, clients and so on. Unless you are painfully socially awkward, you can do this. You have been building lasting relationships your whole life. Employ what you already know! You know how to NOT be a jerk. Dont fool yourself into thinking that your online relationships are any different. They require care and work and time to grow. Be yourself. Listen when other people are speaking. Remember its not always about you. If you wouldnt do it in a real life conversation, dont do it in an online conversation.

bout Sara Santiago

Sara is founder and President of Roll, a social/mobile marketing, mobile web, and mobile application development company in Milwaukee, WI. Her clients include: Master Lock, Sub Zero/Wolf, State of Wisconsin Department of Tourism, GE Healthcare, and more. Sara has over 14 years of interactive marketing experience, as well as over a decade of electronic media development expertise. Sara was named as one of Milwaukees most influential executives in social media of 2010 by the Milwaukee Business Journal, and was recently honored as one of Southeastern Wisconsins 2011 Forty Under 40 recipients. Santiago is a proud Milwaukeean, where she resides in the Bay View neighborhood with her husband and children.

Roll Mobile 161 South First Street Milwaukee, Wisconsin 53204 www.whyroll.com

Sara Santiago - Leverage Mobile Media

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tures Make Pic You Work for

1
Scott Curty, STM Creative

Is your profile picture killing you?

Between business (LinkedIn, Plaxo, Spoke etc.) and casual social sites (Twitter, Facebook etc.), the power of your social profile is overwhelming. And lets face it, anyone viewing your bio, whether its a potential employer or someone considering friending you, will view your profile picture when forming an opinion. For me, the light went on in May, 2010 when I attended the UnGeeked|Elite event in Milwaukee. I met some of the most talented Social Media experts who provided well-needed insight into how we are viewed through a social media lens. Starting with my business networks, I began considering profiles on the popular networking sites. Surprisingly, about one third of my contacts didnt have an image associated with their profiles. Of the ones that did, some were company logos, bad snap-shots from vacation, children, or dogs (one was a monkey...) and a few were just unrecognizable. I mean really, its a business-networking site - not Facebook! Im not suggesting that we impose standards because frankly, I love the variety. But for those of you who are looking for employment or want to connect with potential clients (and you know who you are), your profile picture should be clean, recognizable, personal and inviting. Or, step-it-up a notch. Have your photo taken by someone who can capture your personality (serious, business, playful or whatever). Its a small and simple step that can make a big difference. Here are a few profile picture tips to consider: Profile pictures are typically small on the page, consider a head & shoulders shot so viewers can see your expression. Body shots not recommended. Your picture and logo - If you have a company or need to closely identify yourself with a brand, you might consider a blend of your image and the company/brand logo. I think the color branding over the B&W headshot is more effective than color over color. Its not for everyone, just something to consider. Avoid social suicide. When choosing your picture, choose wisely.

Images count
Like most people, the Internet is my first line of defense (or offense), to find what I need. Most online searchers dont take time to read each page and then determine if the site (services, product etc.) will work for them. Visitors need to be sold in those first few seconds. The story should be told with images. Not just images but images that support the rest of the content. There are companies that have a hard time showing what they do, or what they sell, but most companies can. Websites that quickly draw the visitors attention are the ones that have a few well-chosen images as soon as the site loads in my browser. If youre proud of your product, show it! Once youve decided to update your images, you have a few options. Take photos yourself or have someone do it for you. You need to decide what that image is worth to you. Honestly, Ive seen some great photos from amateurs with good equipment and a little luck. But if youre a business spending big bucks to produce a killer site and then populate it with photos from a cell phone just because you have it, Id question your motivation and sanity. If you cant afford to hire a pro whos built a career on making businesses look good, ask around for someone who does good work for a price you can both live with.

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Dont be shy
There are many publications out there, local and regional. Local magazines love to get their hands on products and find unique locations for their shoots. In many cases, photographers and editors need to source props and accessories for shoots. If youre a business with products or a location that might benefit from a little positive PR, try seeking out a managing editor for a local publication you like. Or find a photographer who shoots for local publications and offer up your product for a mention in the spread. Ive traveled from Milwaukee to West Bend to pick up $6,000 in jewelry and watches for a photo editorial shoot, and was thrilled to have a business willing and excited to work with us. This is one of those unconventional approaches to gaining exposure. Yes, it means youll need to do some research and make some calls but youre willingness to be helpful does get around. As a photographer Im twice as likely to use a product or location if the owner is open to working with me.

Be bold
Online video is being used more and more, and the quality of some of those online videos/commercials is getting better. Businesses, brands and marketers in general need to work harder to make a splash online. The idea of being bold comes from the idea that you can bend the rules more online. The FCC isnt actually reviewing all that content online. What this means is that businesses can get creative, or at least work with a creative group willing to test your limits. Obviously any online video should support a business strategy. That might be a call to action or to just get the brands name out there. Just remember, the online audience wants to be both educated and entertained.

Scott Curty - Make Pictures Work for You

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Do something good capture it, share it

Most companies have the opportunity to help their communities or participate in worthwhile activities. However the local paper, TV and radio are stretched thinner than ever these days, so your event or newsworthy story has less of a chance to be covered (seen or heard). Obviously if you have the opportunity to work with a PR agency, they can help you with this. If youre not at the point of bringing on a PR professional, but youre a company or brand with the ability to update your website, blog post, or other social media platform, then youre still in a good position to share those positive stories. Maybe youre doing it already. If not, then consider these two items: Document what youre doing now for future use Company/Community events, or small product/campaign launches should be captured for future usage as your company grows. Consider photography and video of your companys participation (shot by your team or hired professional). If you choose to document yourself, at least find someone you trust, who has some experience. Back up and store the footage/photos in a safe place where it can be accessed when you need it. Share it now Use your company or personal blog, Facebook etc. to share the news, event, etc. while its fresh. Unless your company has the means to hire a professional production company, keep any videos short (i.e. between 30 and 60 seconds for online use). Much beyond that and viewers start to think twice about clicking play, or dumping out early because they dont have 20 minutes to wade through shaky camera hell before the pay-off. Photo galleries should also be limited. Choose the photos that best tell the story. Dont post 50 photos because you feel theyre all great. Consider the best six to 12 images, and add some copy, just keep it simple.

bout Scott Curty

Scott Curty has always been passionate about images - moving and still. He loves the art and the chance to work with passionate people. Working for CBS News trained him to be a good storyteller. Working with national agencies and major brands taught Scott the power of marketing. He experienced first-hand how images can shape opinions, drive emotions or push the viewer into action.

STM Creative 10532 N. Port Washington Road Mequon, Wisconsin 53092 www.stmcreative.com

Scott Curty - Make Pictures Work for You

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Gayle Kugler, Small Business Development Centers

Focus on effective business ent managem

Build your advisory board

Most businesses can benefit from an advisory board. Some angel investors or other investors require it. Whether or not your investors do, you should define advisors for yourself. The benefit to you as a business owner is that you have the freedom to create your advisory board. You can bring together a group of colleagues from other areas of business expertise and seek their advice and support on a regular basis through this board. The board does not have a formal legal responsibility. As the convener, you decide whether or not you offer compensation or shares in your company. What can an advisory board do for you? The individuals you choose will give you their perspective. With defined expectations up-front, you need to negotiate how much time and energy each individual is willing and able to give you. You also need to decide if you are asking them to invest in your company. Typically, an advisory board will agree to two meetings a year. A portion of a day, with a meal included, allows for conversation of your key issues. As the business owner, you need to define the agenda and the one or two key topics you would like to receive input about. Additionally, throughout the year you may call or email board members with specific requests or questions that do not become burdensome or time-consuming to them. What wont an advisory board do for you? An advisory board member will not be conversant in all aspects of your business. Because you are meeting semi-annually, you will need to be prepared to bring members current each time you meet. Members may sign up for a two year commitment, but may not participate after that, unless you are wildly successful and they enjoy being known as supportive of your business and your success. With this in mind, be prepared to continually build your board by adding new members.

What now?
After two years of cost cutting just to stay afloat, most small and medium-size business owners need to step back now and take a serious look in 2012 at increasing profitability through strategic expansion into new markets. Unless you are focused on gaining new customers, new markets or new products and services, you could potentially be shrinking your business unintentionally. From an entrepreneurs viewpoint, one of the positive aspects of a down economy is that it affords time to research, identify and evaluate new market opportunities. A rapidly recovering economy will close that window soon, so the time for research is now. Strategically, you need to look now for your opportunities of growth. Research potential new locations, new services that complement your existing product or service, and new ways of conducting your business. This might be one of the best times to take a class. Helpful topics include: Managing your finances Analyzing your cash flow Budgeting and profit planning Using the web for your business Project management essentials Carve out time each day or week to analyze your business potential. Define ways that your business can survive market swings. Many companies tend to migrate to serving specific demographic or industry sectors. The rule of thumb is no more than 10 percent of your business from one client or customer type. Following this rule helps ensure your sales are less vulnerable to economic cycles. Diversification into new markets tends to minimize the impact of market cycle fluctuations on your business. If you havent been diversified in the past, consider this move one of your top 2012 priorities.

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Step away from the technology

In 2012, we need to do a reality check and evaluate how much time we spend in person with the people who make our business sing. The companies that are more in touch with their customers, employees and vendors are more successful. Talk to your customers in person. Get out and about and away from your desk. Sending email blasts might get your foot in the door one out of a hundred times, more if you are lucky. Consider that it is the personal contact, the importance of showing up that will win you the order and the opportunity to continue to do business with your customers. Customer service based on relationships creates a solid brand and goes a long way toward customer loyalty. Talk to your employees face-to-face. Remember, your employees represent you and your values to the customer, so they have to know you. Develop relationships that give employees a true sense of what you would do in any business decision. Let them know when you need to be involved. Electronic information is necessary in todays business environment, but employees really need to know you as the leader of the team, in person. Technology is one of the many tools we enjoy in our work life to get it all done. In many ways tech tools have unintentionally replaced in-person interactions in the name of quick communication for successful forward progress. Documentation of critical information is faster and easier. Still, in our work interactions, nothing can replace regular and meaningful face-to-face time with employees and customers. Walk down the hallway or out on the shop floor in any business and you will see many people at computer monitors, or using handheld devices communicating with each other and the machines they are operating. You will also likely see each of them look up to smile or wave. Take this moment to interact with your employees. Remember the basis for a successful business with growing sales and a great team of employees is effective communication. That includes face time on a regular basis with your customers, employees and vendors.

Stay current and fresh

With many ways to stay current today, the challenge is not in finding information but rather in being able to find the time to take it all in. In addition to your radio, TV and desktop computer, the proliferation of technology choices today include iPods, iPads, Kindles and the Nook, to name a few. Cable streaming news shows and TV choices everywhere give you literally all the information you are looking for at your fingertips. These media choices allow you to absorb information while you are working out, driving or cooking dinner. Here are some thoughts for organizing the hunt for your business ideas: Read the latest management books. If you dont have time for the entire book, read sites that review the books you would like to read. One to try: www.businessweek.com/lifestyle/books.htm. Watch news stories and programs on business in the morning. Listen to radio talk shows or podcasts of interviews with businesses. One to check out is InBusiness with Jody and Joan at www.ibmadison.com. Take a class or attend a lecture in your town at the local college or community center. Not only will this expand your knowledge, but also your network of colleagues and potential mentors. Take time over lunch or coffee to scan business magazines like Inc. and Fast Company or read trade magazines for inspiration and idea sparks. Join a trade association in your field or become a board member in your area of expertise. This will allow you an ongoing opportunity to network with other area business owners and also visit their businesses. Take tips from everywhere on trends, what has been tried, and what works. Connect with complementary businesses to avoid re-inventing your wheel of knowledge and experience. Listen to music to help clear your head. Free your mind by taking a vacation. New locales always spark new ideas and new ways of looking at your business. At the very least, take time to pause and refresh your perspective. No time for a vacation? Take a drive on a quieter back road on a safe weather day. Clear your head and do some thinking about where you want to take your business.

Gayle Kugler - Focus on effective business management

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Marketing mix
The formula for a marketing mix, using various forms of media, is not dead. For most businesses, social media is only a part of your marketing mix, not your entire marketing and promotion strategy. Some businesses got buried on EBay; others have become buried on Facebook. One strategy quickly becomes no strategy. These are two great approaches to attracting new business, but to be effective they need to be considered as part of an overall strategy. In promoting your business, remember that your goal is to create awareness of your product or service. Once you have established yourself, you want to maintain customer loyalty and repeat business. If you lack marketing savvy yourself, consider consulting with a marketing expert to help you define all the distribution channels that can help you showcase your brand. Whether the marketing consultant you choose is through a private, nonprofit, or volunteer organization, a well-developed marketing plan will save you time and money overall. Your plan might include how you package your product, how you describe your service, where you put your efforts in personal sales, all the places you can advertise and how you fulfill your customer requests. Remember, your outreach to attract business consists of an entire package. The Internet and social media are tools in your toolkit, not a stand-alone answer to your advertising and marketing needs.

bout Gayle Kugler

Gayle Kugler is the State Director, SBDC and Wisconsin Entrepreneurs Network; Associate Director, Division of Entrepreneurship and Economic Development at the University of Wisconsin-Extension. She is also on the national board of the Association of Small Business Development Centers. Gayle provides oversight for program requirements, financial direction and administration for the SBDC and WEN, develops goals, operating plans and policies to ensure consistent practices across entities in the UW system, while customizing to geographic and client needs. Gayle also directs outreach efforts to business, industry, and entrepreneurs across the state while representing DEED, SBDC and WEN services and collaborative capabilities and directs and coordinates national accreditation and policies in accordance with the Association of Small Business Development Center guidelines. Gayle initiated Wisconsin Companies to Watch in 2010 and Cofounded the Wisconsin Youth Entrepreneur Network in 2009.

Small Business Development Centers Wisconsin Entrepreneurs Network University of Wisconsin-Extension 432 North Lake Street Madison, Wisconsin 53706 www.uwex.edu

Gayle Kugler - Focus on effective business management

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Kirk Strong, Smart Interactive Media

Mashup ine Your Onl & Offline s Strategie

Online contests make sales calls fun

Want to give your sales people a fun way to drive people to your website? When you create an online contest everyone is a winner - your customers, your sales people and you. Of all the online contests we have created for a variety of sports, two football contests have been most successful due to the popularity of professional football in Wisconsin. Predict the Pack is a game that catered to Wisconsin audiences while Sunday Night Quarterback is intended for companies and websites that have a national audience. The contests are simple - predict the score of that weeks game to win great prizes. Some of the companies that are using the contests qualify people for year end drawings, merely for participating, while others require accurate picks to win valuable prizes. Regardless of the specifics, online contests are a fun and easy way for sales people to engage past and potential customers all year long. These contests are also an effective way to build a useful and up-to-date email list of customers.

Mash up viral videos are HOT

Animated text videos like the techno-music driven Social Media Revolution have become one of the best ways to quickly and memorably present viewers with powerful statistics, facts and figures. Here are few reasons you should consider producing one of these videos for your website: 1. The style is engaging and the enlightening content is more eye-opening than traditional video. 2. The clips are inexpensive to produce since they dont require interviews or location footage. 3. You dont have to have a trove of visuals about your company to make this style work. To see the style of video that is going viral just go to YouTube and type in Social Media Revolution.

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Go mobile
Can anyone argue that mobile is going to play a huge role in the future of the Internet? Some experts say the future of the Web IS mobile and that the future is now. You dont need to create a fancy mobile app to take advantage of the worlds move to mobile; you can create a mobile website that features content and elements from your existing site for hundreds, not thousands, of dollars. One great thing about the new mobile Web style is that small screen sizes demand concise content rather than kooky creativity. We are finding that video is one of the best ways to quickly and concisely convey your company info on a smart phone. If you are looking for a way to stand out from your competition and meet your customers wherever they are, there is no better way than to go mobile.

Add a social side to your site with Ning.com

Social media is all about community, and there is no quicker and cheaper way to build a community than to add a social side to your existing website with Ning.com. Ning is the worlds largest platform for creating social websites. Top organizers, marketers, influencers, and activists are using Ning to create thriving social communities. The best way to describe Ning is that Ning allows you to create your own private Facebook type community with your customers and vendors, complemented by your own branding. Most of the Ning sites we create take on the existing branding of the companys website. Users dont know where your old site stops and your Ning site starts. The beauty of a turnkey system like Ning is that you can use as much of the power of the Ning platform as you like. Many companies we have worked with start with a simple Ning blog or forum page and add additional interactive elements like chat, polls, membership and even e-commerce as their community grows. For more information visit Ning.com and get with the community movement.

Kirk Strong - Mashup Your Online and Offline Strategies

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Harness the power of a celebrity

People have been using celebrities in promotions for years because, done properly, it works. Celebrities not only get peoples attention but they bring a pre-existing, powerful aura of believability. The key to using a celebrity for your promotion is to properly assess the impact the celebrity has on your target audience. Most people think celebrity endorsements are expensive. Wrong! When you factor in the amount of attention and goodwill a properly executed celebrity endorsement garners, its hard to believe everyone isnt using a celebrity to endorse their product. Does the celebrity of choice need to use your product or service? Not necessarily. Your celebrity can be used to get attention, rather than validate the quality of your product.

bout Kirk Strong

Kirk Strong launched Smart Interactive Media (SIM) with the aim of mobilizing a team of talented media production geeks who truly cared about their craft. SIM produces videos; corporate, educational, and mobile websites; media for live events; as well as interactive social communities. Captain Kirk claims to have discovered his inner Spock during his travels and although he is often asked to take the lead, he now finds greater satisfaction in playing a strong, calm, logical supporting role. Vital Stats: Marys husband, Zander and Madisons dad BS Communications - University of Wisconsin - Stevens Point Master of Fine Arts Television and Radio - Brooklyn College CUNY Motto: Progress Not Perfection

Smart Interactive Media N66 W6404 Cleveland St. Cedarburg, Wisconsin 53012 www.getSIM.com

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Pam Kassner, SuperPear Strategies

ur Share Yo Expertise

Be a thought leader
Thought leadership combines your personality, your voice and your expertise. Research shows that companies/professionals who become trusted advisors and understand the buyers needs are nearly two-thirds more likely to come away with the business. That trust is generated when your market: Is familiar with you and your company, and what you do Perceives you and your company to be an expert in your field Believes that you and your company understand their needs and can solve them Likes you and your company enough to work with you

Communicate in a variety of ways

Use your expertise, your intellectual capital, to define leadership and differentiate yourself, and create sharing opportunities. Sixty percent of people need to hear information about a company three to five times before they believe it. How it can be done: Content management and efficiency Re-purpose existing content & develop new content as needed Firm/Company education events/sponsor events Speaking engagements Professional networking Community involvement

Thought leadership is the first step in establishing trust and lead nurturing. You become a trusted advisor by providing valuable education and information up front intellectual capital. That positions you to be an expert. You are not selling. Instead, you provide insights and solutions, and you position yourself or your organization to become the first call made when there is a need.

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Show that you understand

Demonstrate that you understand your customers or community and the issues important to them. Use your website, personalized emails, newsletters, quarterly reports, or a blog to talk about what you are thinking and to become part of the conversation. Remember that the conversation is not about you or your organization. Be relevant. If appropriate, use social media. Know your audiences main sources of information needs and tailor your communications priorities to those Dont waste time Develop a social media and content strategy/purpose

Use media relations

Through by-lined articles or quotes in local publications, broadcast, or web media, you can be recognized as an expert or a rising star in your industry. Media relations can also help you educate influencers and generate referrals for your business. Keep an eye out for relevant news events that you can comment on. Once you build a relationship with the media, they may even contact you for quotes or additional information for a story. This exposure can help you sell more products or services to your potential customers.

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Repurpose your content

You can use the same information to generate press releases, white papers, articles, and blog posts, all of which will be seen by different audiences. This content will help establish you as a thought leader and as an expert in your field. Make sure your content communicates: Trust: how you do things - processes, procedures, and ethics Contribution: how you help your stakeholders get through tough times Expertise/Personality: tips Voice: point of views unique expertise Repurposing your content will allow you to have a steady stream of media outreach and help to keep you part of the dialogue even when you are not actively promoting something.

bout Pam Kassner

In February 2005, Pam Kassner formed Super Pear Strategies, a marketing communications firm. In a nutshell: they position passionate individuals & organizations as relevant, customer-centric thought leaders. Clients that have engaged Super Pear include United Airlines, Pactiv Corporation, USG Corporation, Rockwell Automation, Stryker, Brady Corporation, Northwestern Mutual, Marcus Investments, Financial Service Group, Kahler Financial Services, Witt Actuarial Services, Spring Bank, Schlitz Park, CG Schmidt Construction, Eppstein Uhen Architects, Work + Life Fit, Inc., Buzz Monkeys PR, AdviseAire, Centurion Data Systems, ISCorp-Integrated Systems Corporation, OneProspect Technologies, Schlitz Audubon Nature Center, Wisconsin State Fair Park, Bloodcenter of Wisconsin, Lake Express High-Speed Ferry, Careers Industries, University of Wisconsin-Milwaukee, Potawatomi Business Development Corporation, John Michael Kohler Arts Center, Marcus Center for Performing Arts, United Performing Arts Fund, Great Lakes Multi-Sport and Running Expo, Nissan Xterra Championship Series, and YMCA of Metropolitan Milwaukee. Before forming Super Pear, Pams 25-plus year career included serving as Director of Corporate Communications at both Rockwell Automation & USG Corporation and as VP of Public Affairs at Bank of Montreal/Harris Bank. She began her career in broadcast journalism and continued freelance writing with work published numerous times in the Chicago Tribune and other publications. Pam is a six-time Ironman triathlon finisher.

SuperPear Strategies N27 W26458 Christian Court West Pewaukee WI 53072 www.superpear.com

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Media Effective n Productio

1
Betsy Johnson, TriMarq

Set your goal

Producing a video or multi-media presentation is a big undertaking that has many stages in the process to cross the finish line. The first step is to decide what you want to accomplish with your video. Decide if it will be used for marketing, fundraising, training, a product launch, news, historical purposes, etc. Then determine your audience and message. What you need to address in your production will dictate how you go about making it, both creatively as well as technically. For example, a video cannot replace a training manual to change motor oil in your car. However, it can be helpful to demonstrate complicated steps in the process. Take it one step further and determine that a combination of video and animation would work best to convey your message. Once you have determined your goal and you know what the video is supposed to accomplish, then the work that follows will be easy. Revisit your goal throughout the process to ensure youre on the right track.

Plan, prepare and budget

Planning and organization are vital to any successful project. The more time you have, the more creative you can be; and this also helps with the bottom line. Be realistic about your time, the manpower needed to execute the project and your budgetary parameters. You may think using internal resources is less expensive than hiring a media production company, but you may find that you dont have time to implement it. Take time out of your day and get quotes from different companies. You may decide using outside resources is the way to go. Familiarize yourself with the technology as best as you can and ask questions if you dont understand something. We produce videos and multi-media presentations turnkey (from script writing to final editing). However, Im always happy to work with clients to maximize their dollars. We look at ways they can do some of the work themselves to keep costs down, but also make sure to include everything necessary before we begin. Be sure to take into account the creative aspect as well as the technical approach for each production.

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Its all about timing

Give yourself enough time for the entire project from pre-production to final distribution. There are many steps in production for even the smallest project. Some steps include, but are not limited to, script writing, creating storyboards, organizing location shoots, scheduling talent, scheduling crew and make-up, location site surveys, finding wardrobe and props, post production, editing, graphic design, art direction, music, audio, and final distribution. Always be sensible about the approval process too. Everyone has an opinion and is happy to give it. That isnt always good for your project. The decision makers should be involved from the very beginning. This includes the person with the final authority. The approval may slow down the production process and sometimes deadlines are missed because of it. Determine how much time you will need and include it as a task in your timeline.

Keep it short and simple

Although everyone wants to know everything about the companys history, it doesnt mean you should tell every detail from the last 100 years. Keep your video to three to four minutes, if not less. Of course, every project is different. For example, if youre creating an instructional video the length could be longer. Again, visit the first step and make sure youre on the right track with your goals.

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Distribution and quality

Today, there are many ways to reach your audience. Its no secret you can repurpose your material and leverage your assets by posting them on the company website and Facebook page. You can also create a company YouTube channel or buy advertising on sponsored internet websites. You may also want to consider other options like airing the presentation live at the companys annual meeting or playing it in your tradeshow booth. Of course, all of this depends on the type of video you create and whether these outlets are in line with your goals. Keep in mind there are many file formats into which you can export your project and each outlet requires a different one. For example, YouTube and Facebook can use H.264/MPEG-4 files, but your IT department may need a Flash file for your company website. You can easily research formats online to familiarize yourself with the varieties, but trust your experts too. And dont forget that when a file is exported its compressed. Always start with the highest quality (the original source) as possible and export from that source. Showing your project on the World Wide Web is immediate and cool, but if it looks terrible, your reputation is on the line. I always recommend that my technical staff speak directly to my clients IT department to get correct file specs (i.e., file format, data rate, aspect ratio, etc.). Youve spent a lot of time and money creating a spectacular video so make sure it looks good everywhere!

bout Betsy Johnson

Every day my goal is to build client relationships by working closely with them to sculpt powerful and engaging projects, blending creativity and leading technology, staying on budget and on time. My 20+ years of experience in project management, account service, event management and marketing help me leverage my clients ideas through final distribution. My key strength is collaborating with Tri-Marqs creative and technical teams to champion my clients project goals and message effectively. Tri-Marq is a full service media production company specializing in the creation of award-winning television commercials and video, websites, interactive multimedia presentations and live business theatre events. Our work has been recognized with numerous awards, including an Emmy Award. We produce in HD video and film, in both short and long formats on a regional and national level. Some of our work includes Aurora Health Care, Chamberlain Garage Doors Openers, PEAK Motor Oil, RedPrairie, R&L Carriers, Northwestern Mutual, Dematic North America, AeroBed and numerous other medium-sized and Fortune 500 companies. Visit us on our website at www.trimarq.com, like us on Facebook and see samples on our YouTube Channel.

TriMarq 233 N Water St # 305, Milwaukee, WI 53202 www.trimarq.com

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te Resuscita site Your Web

Tom Snyder, Trivera Interactive

he reports of my death have been greatly exaggerated. ~ Your website

Revitalize your site with design best practices

If its been more than two years since your last re-design, this is your top priority. People have become more savvy and expect more from your website. When they arrive, they have conscious and subconscious expectations of what should be there, and where it should be. Theyve always given you only three seconds to make it obvious to them that you have what theyre looking for. But new research shows that your site actually creates a psychological and physical reaction within a fraction of a second that affects their opinion of you and your brand for the rest of the time theyre on your site. That means that if you want to create a favorable impression theyll need to see a crisp, uncluttered, professional design, with main navigation, callouts, utility areas, a search box and a site map exactly where they need to be. While its okay for your home page to scroll, using a page width design that accommodates todays larger desktop resolutions will allow you to put more of your most important information above the fold.

Actually, that quote was originally from Mark Twain upon hearing that his obituary had been published in the New York Journal. But if todays media and blogosphere are to be believed, the traditional Web is just as dead as the paper claimed Mr. Twain to be. As Experts proclaim Social Media as the successor to the throne as king of digital marketing, were seeing more and more instances of businesses and brands putting all their marketing eggs in the Twitter and Facebook baskets, and leaving their websites neglected and gasping for their last breath. However, traditional websites are still very much alive, and producing measurable and significant ROI for their owners. So if youve been so busy chasing shiny Social Media objects for the past few years that your website is on life support, now is the time to grab your defibrillator and resuscitate the most important element of your digital marketing strategy with these life-saving procedures:

Add new life with a blog

In addition to positioning you or someone in your company as an expert in your field, Googles newest algorithms give sites with blogs a higher rank than those without them. Your blogs RSS feed will also allow customers, prospects and the media to be notified immediately whenever you post something new.

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Revive your search engine traffic

Unlike the old days when a few embedded metatags determined your rankings, search engines now use dozens of factors to determine which sites come up on page one of their search results. Part science, part art and part magic, Search Engine Optimization (SEO) is no longer something a do-it-yourselfer can perform with any chance of success. If search engine generated traffic will be an important source of significant traffic to your site, find an experienced SEO consultant to help you develop your strategy, tactics, and ongoing success metrics.

Inject your social media

In addition to using Twitter to engage and build relationships, make sure youre posting links to helpful content from your site in your tweets. Link to custom landing pages or create trackable links with ht.ly or bit.ly so you can see how many times people are clicking through to your site. Remember that Facebook is still someone elses site. Their goal is to build their own brand, not yours. While it is a good place for interaction, make sure you are using every opportunity you can to drive engaged fans back to your website. Add a tab to your Facebook page with links to your own sites main navigational menu items. If you run a contest on Facebook, be aware that Facebooks rules prohibit making a like a requirement of entry. Notifying your winner using your wall or the Facebook messaging system is also prohibited. Compliance requires that youre gathering client entry data using a form hosted on your own site, either linked to from your Facebook page or embedded in a tab using an iframe. Non-compliance puts you at risk of having your Facebook page, including your photos and conversations, permanently deleted. With YouTube now the second most popular Search Engine on the web, posting videos there that educate your market and position you as an expert will make you more discoverable. Creating your own channel with links back to your site will help drive traffic to it your website. Using YouTubes embed codes, you can make those videos posted on YouTube display and play right in your site, thus keeping your website traffic on your site, and keeping your hosting costs low by using YouTubes bandwidth and not your own.

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Resurrect your email marketing efforts

Also pronounced dead years ago, email marketing continues to be a huge contributor to online success for those who stuck to it. Theres nothing like timely and compelling emails to drive revenue producing traffic to your site. Studies still show that email generates more sales than Social Media. The trend is toward shorter emails that remove large pieces of content and replace them with headlines and teasers that link to your site. Besides driving traffic, that strategy allows you to track your click through rates and see what messages are resonating with your audience and converting into sales. While the alleged death of the traditional Web makes for great headlines, nothing could be further from the truth. Social Media is a powerful marketing tool, but the Web is still very much alive and well. And using these steps will assure a good long life, and even greater health for all your digital marketing efforts.

bout Tom Snyder

Tom Snyder is founder, president and CEO of Trivera Interactive, one of the upper Midwests oldest, and most respected Interactive firms. Since 1996, Tom and his company have been helping small to medium-sized businesses use digital and Web technology as powerful tools to re-enforce their brand. He also shares the practical hands-on insight hes gained from that experience on his blog: Triveraguy (http://www. triveraguy.com). Tom is also the author of The Complete Idiots Mini Guide to Realtime Marketing with Foursquare, from Penguin Books.

Trivera Interactive N88 W16447 Main St. Suite 400 Menomonee Falls, WI 53051 www.trivera.com

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o what happens now?

Hopefully, you found a bunch of really great ideas you are planning to implement for your business. However, if youre like most people, reading this book will be kind of like attending a day-long seminar. You leave the event full of ideas and energy, and then when you return to work the next day, you get sucked back in to the day-to-day tasks of your job and nothing changes. Lets change that. If you want 2012 to be a great year for your business, if you really want to try something new, and if you really want to remember what you want to do, head back to 100Ways2012.com and click on Continued Success. Then, sign up for our monthly email series. Once a month for the next 12 months, youll receive an email with tips from this book. Think of it as a regular dose of motivation to take the small, consistent steps that can really make a difference. From all of the book contributors to you - good luck!

This book is protected under the Creative Commons License. You are free to print, share, and distribute this work. You must attribute this work to Clear Verve Marketing, LLC and our collaborators. You may not alter, transform, or build upon this work.

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