The Internet is very much like a toolbox. You have a problem, you go to the toolbox, select a tool and fix your problem. But, with so many options, the question becomes: Which tool is best? Should you devote some of your budget to a public relations campaign or to developing and implementing a targeted social media marketing strategy? What’s right for your company? How do you know?

Well, before you rush off and start your research, it’s important to remember the Rule of ABM: Always Be Marketing. To ensure that you don’t slack off on your marketing efforts, here are a few guidelines:

It’s about quality, not quantity. Yes, it’s a cliché but it couldn’t be more appropriate when it comes to social media. Is it better to cast a wide net, or be selective? Too many initiatives or poorly directed efforts can quickly alienate and confuse your audience. If your marketing is worth its salt, it’ll deliver results, without offending or browbeating. If not, at best you’ll be irritating and at worst, you’ll be ignored.

To ad or not to ad. The choices are many; however, good choices are few. Should you buy Facebook or Google ads? Should you add advertising to your own website? The answer to this can only come from you. Take a hard look at your objectives and business plan. Are you trying to sell a big-ticket item or service? Do you need to target customers in a particular vertical? Do you have the personnel and infrastructure in place to handle the response ? Examine what your business needs to accomplish and then start small. You can always ‘upgrade’ later.

Deliver. If your brand’s social media marketing is done well, the work that’s done for clients and customers needs to have the same level of quality. Nothing is more disappointing for a customer than biting the marketing bait and being interested in what appears to be a qualified business, only to find out that the business cannot deliver on the promises made through their marketing.

Stick with what works, ditch what doesn’t. If your company has engaged a ‘big deal expert’ to provide you with marketing guidance and the efforts are not producing results, move on. Experts aren’t always right. Conversely, if your social media marketing strategy is working and someone tries to convince you to abandon it, stick to your guns — and your strategy.

Measure twice, cut once. Be sure to measure your marketing efforts and results. When you get a positive response, you’ll be able to pinpoint which marketing activities are paying off and which need additional attention.

Treat social media marketing like dollar-cost averaging. You can’t expect to get outstanding results with your first efforts (in fact, don’t expect that at all) – it’s nice if it happens, but it’s rare. It’s important to invest a steady, consistent effort and be patient with your marketing.

Social media marketing is sticky business and the worst part is there are no hard and fast rules. The absolute best thing you can do when it comes to social media marketing is to develop and implement a viable strategy and stick to it. To do so is to find your brand not only ahead of the game, but on solid ground as well.

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By Lena West – xynoMedia via American Express OPEN

Many of you know, but others may not have heard, due to recent budget cuts, the Washington State Tourism office within the Department of Commerce will be eliminated this year.  Here is some background information and an update on the current situation.

Is there anything we can do to retain the state tourism office?
No. The governor, Department of Commerce leadership and the legislature have agreed on closure of the office. The only question that remains is the closure date, which is currently May 1st in the Senate version of the supplemental budget, but could choose to keep the program running through June 30th.

What did the industry do to keep the tourism office funded?
Industry stakeholders fought quickly and aggressively through strategic lobbying in Olympia, direct meetings with the governor and legislators, and broad-based pleas to constituents across the state to voice their concerns in Olympia. While advocacy efforts of the past five years have been highly visible and inclusive, the unexpected and urgent nature of the proposed tourism office closure required fast behind-the-scenes work by industry leaders.

What Happens next?

Although this can be considered a crisis, it can also be seen as an opportunity. The industry leaders and  partners have been working hard on a transition plan for the immediate future. We need your to help set the course for long range plan. Please attend the upcoming summit on March 31st to learn about what is happening and how you can provide input and direction into the future of our state’s fourth largest industry. Tourism Matters and so does your opinion. Please join us.   

The Washington State Tourism Industry invites you
Join us for a half-day tourism industry summit to talk about what happens next as we work toward a unified, statewide tourism plan.  

This summit is sponsored by the newly formed Washington Tourism Alliance (WTA), a 501[c]6 established by industry stakeholders with the sole mission of sustaining destination tourism marketing for Washington State. Our plan is to procure and administer funds for statewide destination tourism marketing activities and create and implement a strategic statewide destination marketing plan.  WTA is governed and overseen by the tourism industy and is not a state government organization.

Please come prepared to join us as we initiate the Washington Tourism Alliance!

WHEN:
March 31, 2011
8:00 am – 9:00 am Registration, Breakfast & Networking
9:00 am – 12:00pm Program

WHERE:
Hilton Seattle Airport & Conference Center
17620 International Blvd.
Seattle, WA  98188   

WHO SHOULD ATTEND:
Anyone with a vested interest in a successful statewide tourism program.  

COST:
Complimentary but pre-registration is required.  Click here for information and to register.

SUPPORT:

• Washington Lodging Association (WLA)
• Washington Destination Marketing Organizations Association (WSDMO)
• Puget Sound Attractions Council (PSAC)
• Washington Restaurant Association (WRA)
• Port of Seattle
• National Tour Association (NTA)
• Washington Economic Development Association (WEDA)
• Association of Washington Business (AWB)
• Many more organizations, association and supporters join as we grow

QUESTIONS? Visit, www.watourismalliance.com

If you need overnight accommodations, please call Debbie at the Hilton Seattle Airport at 206 248-7150 and ask for the WTA rate.

Thanks to Mary Kay Nelson & the Visit Rainier Board of Directors for this information.

Read this article by Robbin Phillips:

Hate to disappoint, but Facebook, Twitter, blogs and other social media tools are not magical. They’re communication tools and communication is hard work. Connecting with your customers on a deep and emotional level can pay off big time for all businesses, but it can also backfire. I’m not one to focus on mistakes and prefer, like my friends Dan and Chip Heath (authors of Switch), to stay focused on the “bright spots.” But there are just some basics you have to avoid.

So here are some of the most common mistakes I see:

Mistake number one. Many businesses forget that they are dealing with real human beings. With hopes and dreams and pet peeves. People relate to each other through two-way conversation, both online and in person. Ever met someone who hogs the conversation? I have. And I tend to walk the other way when I see them coming. These shiny new tools are not like megaphones. Talking about yourself won’t make others talk about you. Don’t shout offers and deals and me, me, me. Take your marketing hat off and think like a human being. Invest in getting to know your customers better than your competition does. Listen. Be curious, and interested and engaged. Tell stories and share knowledge. Most of all, ask yourself how you can provide meaning and value. How can you be helpful? How can you support your best friends and biggest fans? How can you lift them up? It’s about people.

Mistake number two: Lots of businesses, especially small businesses don’t take time to plan or set goals. There is a lot of sameness out there in small business land. What makes you different? How can you let your personality and voice shine when you communicate? What is your unique point of view? What’s the passion conversation you share with your customers? And the planning that is most often overlooked? Who in your business has the time and personality to be “social”? Get very real with this one. Don’t just add it to someone’s job description to tweet or update Facebook or keep up a blog. You have to find someone within your company who has a real passion for connecting with people. Then give them to the freedom to engage and respond. And even surprise and delight your customers.

Mistake number three: No one’s home. Said another way, don’t start something you can’t finish or don’t intend to do well. If you decide to blog, make a decision to do it on a consistent basis. Not randomly. And the more often, the better. Be consistent, present and responsive. Or don’t do it all.

Mistake number four: So many businesses believe “social media” is a magic bullet. I hate the word social media. I prefer word of mouth marketing. That’s something that has been around and will never go away. Technology by its very nature will change. What’s hot today technology-wise is often dead or very different tomorrow. Positive word of mouth requires a positive experience. Now there are just more ways to provide that experience. Be remarkable. Both online and offline. (After all most word of mouth happens in person.) Sorry to disappoint, but there is no magic bullet when it comes to making personal and emotional connections with your customers.

So there you have it. Remember you are dealing with people. Think “word of mouth” vs. social media. Let your organization’s real personality shine and you will draw kindred spirits your way. Plan and set goals. Be committed to your plan. And most of all, work on creating remarkable experiences for your customers. Treat them like your very best friends.

We’ve been testing and developing social marketing strategies for several years now. Whether you need someone to help you strategize, or someone to conduct social marketing on your behalf, we can meet you where you want to be met. Give us a call! 360-642-4431

In today’s times, technology seems to change every day. A website that was considered technologically advanced ten-, five-, or even two-years ago may appear hopelessly out of date now. Here’s a quiz to help determine whether your small business should re-design your website.

1. Does updating the content on your website require the involvement of your technical staff or a third-party web vendor? Y N
A good Content Management System [CMS] provides a simple interface that allows any trained staff member to update web content on a regular basis. A CMS allows content creators to submit content for a website without advanced knowledge of web programming or the need to manipulate complex files.

2. Do you manually collect customer information and then re-enter into a separate database? Y N
Up-to-date websites can allow you to collect and store clients’ and prospects’ information securely online, rather than using time and resources to enter the data into a separate database.

3. Is the logo on your site consistent with the rest of your marketing collateral and branded materials? Y N
Consistency is essential to projecting an image of professionalism and competency. Your website should always reflect your current branding.

4. Does your site house “dynamic” content; i.e. – does the information on it change on a regular basis? Y N
Your website is your virtual storefront. As such, it should be designed to give clients/prospects a reason to visit frequently.

5. Are you spending a lot of money for a proprietary Content Management System (CMS) that you don’t know how to use? Y N
These systems might be a thing of the past, and there’s no reason why you should be beholden to a long-held technology vendor or an antiquated interface. Your small business may save a lot of money in the long run by implementing a new Content Management System (CMS) based on an open-source platform. Unlike proprietary software platforms, open-source software platforms are free, relatively easy to customize for a specific company’s needs, and supported by an extensive community of software developers.

6. Was your whole website built in Flash? Y N
This approach to website design is largely outdated. Flash sites are slow to load, less likely to be picked up by search engines, and won’t load at all on most smart phones and even on the iPad.

7. Does the majority of the text on your site appear as images instead of HTML? Y N
Image-based text is very time- and technology-intensive to update, meaning anytime you want to update your site you must devote time and financial resources to it. Even worse, images (as opposed to HTML) are a barrier to the all-important Search Engine Optimization.

8. Do clients/prospects often call to ask questions that could be answered by reading your website? Y N
Depending upon your answer, this could be a sign that your site is difficult to navigate and that your customers are unable to find the information that they need.

9. Is it important for your users to be able to access information on their smart phones or iPad, which is not possible with your current site? Y N
More and more consumers rely on their phones to access the web. If your site is based in Flash or for other technological reasons, can’t resolve on customers’ phones or other gadgets, your website may be frustrating your customers. However, some business models don’t require smart phone accessibility.

10. Does your site look like it was built in 1996? Y N
Try to be honest with yourself. Better yet, ask a teenager. If you answered “yes” to three or more of these questions, it may be time to consider re-designing your website to better meet the needs of your customers – and take advantage of developments in the marketplace.

Amanda Neville is a founder of Thinkso, a New York City design, strategy and marketing agency specializing in full-service brand identity, collateral, website development, content strategy, and marketing plans. Watch Amanda’s partners Elizabeth Amorose and Brett Traylor give first-hand branding advice to OPEN Cardmember, FInish Line Physical Therapy, in our special web series, Project RE:Brand. Article reposted from  American Express Open Forum.

If you aren’t happy with your answers to the questions above, give our Web Hounds a call at 360-642-4431 or zap a note to webmaster@beachdog.com.  Karl and Ethan would love to talk with you about an upgrade solution within your budget.

From Barry J. Moltz via American Express OPEN:

As a small business owner, this is the perfect time of year to reflect on areas of accomplishment or places where desired results were not achieved in 2010.

Here are 11 resolutions every small business owner needs to make now to get their 2011 off to a fast start:

1. I will stop complaining about the bad economy.

This country is still staggering out of the Great Recession. Face the fact that this is the “new normal”. However, in a $14 trillion U.S. economy, there are definitely more than a few new prospects that can help grow your business this year. While complaining doesn’t help find them, offering solutions to solve their problems does.

2. I will only sell painkillers.

During better economic times, customers do buy “vitamins” (i.e. nice to haves). In tough times, find your customers’ pain by surveying them in January and asking where your business can help the most. Focus on selling what customers actually want, not what you think they need.

3. I will fire the employees that do not increase profit.

Stop holding onto the people that are bad performers, poor fits, or just don’t add to the bottom line. If that employee went on a month long vacation, would the company suffer? Everyone one else knows that the answer is no. Get over the fear and fire them in January.

4. I will only market to prospects that can actually pay for my product.

Businesses spend a lot of time trying to sell their products to people that do not have the money to buy. We waste a lot of time on these “Mr. Maybes” (prospects that show inconsistent interest). Separate out the “tire kickers” from the buyers by determining the customer’s budget, decision makers, and timeframe for their purchase.

5. I will not lower my price to substitute a real marketing strategy.

Have the confidence in what your company sells not to lower your price in an effort to win business. Focus on prospects that value the pain your company solves for them. Leave the price wars to your competitors.

6. I will meet with customers and vendors face to face.

Stop relying on email and the phone as an exclusive way to talk with customers. Even in a social media world, deep and long lasting business relationships are still built IRL (In Real Life).

7. I will attend at least one major industry event.

A big part of success in business is to never stop learning from others. Don’t cheat at this while actually attending the conference by spending the entire day working on issues that are happening back at the office.

8. I will invest in me and learn at least one new skill.

“Old dogs can learn new tricks.” We invest in training for many of our employees. This is the year to look at becoming proficient in an area where you are bad or very afraid.

9. I will take time off.

Professional and personal lives are merging. Take one vacation of seven days or longer this year without the work computer. Go at least one day this year without using the work cell phone. Yes, you can!

10. I will understand my businesses financial statements each month.

Many business owners are too busy to check or don’t understand their financial statements. Make a commitment to learn what the profit and loss, balance sheet and cash flow statements mean to your business and use them as a guide for future action. Do not delegate that understanding to your bookkeeper, CFO or accounting professional.

11. I will be proud to be a small business owner.

Celebrate the big achievement of creating a company, helping your customers and employees through it. You are the future of this country.

What New Year’s resolutions do you want to add?

Read more…