Archive for the ‘marketing’ Category

Using Twitter – 8 Tips – Part Three

June 4, 2014

online marketing, facebook marketing, linkedin, twitter for marketingI have written two (2) blog articles about my journey using Twitter.  The first was for beginners called “Do you Tweet?“.  I followed this with a Part Two.  A lot of business owners set up their Twitter accounts and then they get frustrated with trying to figure it out.  I bought a Twitter for Dummies book which was very helpful.

Initially, I followed other women business owners.  I went to trade organization meeting for women business owners and we were all encouraged to follow one another.  Well, it is great to support one another.  These follows make increase your business website traffic too.  However, at the end of the day, you need to ask yourself if the folks you are following and the folks that follow you back are best for your business growth and development.

I joined Twitter in 2009.  Last year, I began to lose interest in this social media site all together.  I would scroll through tweets by folks I was following and very little seemed to matter to me with regard to my business’ growth.

Then, on Facebook, someone posted how he was really reaching key business leads and sending them pitches.  He was getting appointments and making deals.  I had an “Aha” moment.  My problem was that many of the folks I was following and who followed me were not my ideal business targets.

Here are eight (8) tips:

  1. Be clear on what you are passionate about – – state this in your Twitter profile and photo images
  2. Be clear to identify products and services that you want to sell that are in alignment with what your passions
  3. Draft a list of ideal prospective clients — I have listed ours on our website
  4. Use the Twitter search tool to find your ideal folks and follow them – – be very selective on who you decide to follow

Read more

Clovia Hamilton, MBA JD – President

Lemongrass Consulting Inc.

(c) 2014. All Rights Reserved. Lemongrass Consulting Inc.

WTH are you doing? Overcoming lost self-confidence in business

June 3, 2014

feeling disappointedA small business owner on Facebook recently posted a cry for help.  She said she was wondering “WTH am I doing?”.

Many business owners get the WTH “what the heck” am I doing feeling from time to time.  This probably occurs most frequently after getting rejected and the feelings of disappointment that follow.  You may lose some of your confidence.  It’s ok.  The bottom line is that it is a signal to stop, reflect, plan a strategy, and implement a strategy.

To overcome the feelings of lost self-confidence and anxiety, here is a simple five (5) step plan:

  1. Start by writing down your statement of purpose – Always begin with seeking clarity and with having a clear mission in mind. Reflect on your career and your life and ask write down the answer to this question: “What are you passionate about?”
  2. Next, do a Self SWOT to list your strengths, weaknesses, opportunities and threats.  This will give you a quick Strategic Plan outlook.

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By Clovia Hamilton, MBA JD – President

Lemongrass Consulting

(c) 2014. All Rights Reserved. Lemongrass Consulting, Inc

8 Public Relations Lessons from Sex and the City

June 23, 2013

public relations, corporate partners, be a starI know, I know.  The show no longer airs.  But, that does not keep me from watching old episodes on DVD.  One of my favorite episodes is when the character Samantha (“Sam”) talks to her young boyfriend Jerry Jerrod about his acting career.  Sam owns a public relations firm.  We’ve seen her on the job.  It’s just her and an assistant – typical small business.

Well, Sam offered the following eight (8) tips and implemented this action plan to catapult Jerry’s acting career:

  •  She remained Jerry to the name “Smith”.  Jerry was the business product.

Lesson 1: If your business name is not working, rename it.

  • Sam asked Smith if acting was really what he wanted.   She said, if it was “really” what he wanted, then she would help him.

Lesson 2: I have met a number of business owners and career professionals that are on the fence about whether or not they “really” want to sell the products and services they originally set out to sell.  If you really want it bad enough, you might be able to line up professional help.  Why should someone believe in you and help you if you do not really believe in yourself and want your own success?

  • Smith asked Sam, “you’ll help me be an actor?”   Sam replied, “No. I’ll help you be a star!”

Lesson 3:  If you go into it, go big!  Become a celebrity, star performer!

  • Sam turned Smith’s hum drum play into a red carpet event.   Sam gets a newspaper article about the play; she invites the press; she rolls out a red carpet; and she invites glamorous socialites.

 

Lesson 4: If we hold events, notify the local press.  Try to get a news article out of it.  Invest in advertisements.  Send out special invites.  Do it up in a big way!

  • Sam advised Smith of her performance metrics.  She said first he would gain the following of gay men; then girls; and then the industry.  Sam and Smith were in a bar and a group of gay men told Smith they were fans.  Later, a group of young girls ran to Smith in the street for autographs.  Sam then knew they were on their way.

 

Read more …

How to improve your Influence?

January 17, 2012

My Klout score was 46 and is now 36. It dropped to 32 at one point. I wanted all of the bloggers’ posts that I routinely read to appear on my twitter site. So, I used twitterfeed to rss feed the blog posts. Well, my Klout score went down. What was even more frustrating was that only one of the bloggers that I essentially promoted did thanked me – referral sales guru Bob Burg. Well, when my Klout score dropped I started joining Twitterchats and it went up by 4 points.

I also posted my wordpress.com blog on my Twitter page to try to increase reads and comments on my blog posts. I think this hurt my Klout score. I have since changed that wordpress url to my firm’s website url. I will report on whether that makes a difference.

The topic of clout or influence is trending. It has had me reflecting on what truly makes a person influential. It makes me wonder if I am an influential person with clout; and who in my network has clout and influence. I also wonder if entrepreneurs like me are using social media to increase marketing, visibility, and sales; or are we really trying to become more popular, gain influence, and increase our personal clout.

I’m an academic analytic. With all of my research, I begin with definitions.

Merriam-Webster defines clout as pull or influence. The dictionary defines influence as power, force, and the exercise of command:

 an emanation of occult power held to derive from stars
 an emanation of spiritual or moral force
 the act or power of producing an effect without apparent exertion of force or direct exercise of command
 the power or capacity of causing an effect in indirect or intangible ways : SWAY

I like the word “emanate”. It makes me wonder what is emanating from me – what’s springing out, coming out, and coming across to others? I suppose one way to find out is to ask folks. We could ask image consultants. We could ask folks in our networks. I collect feedback I get online. All of it has been positive. Here are examples:

 You really get me going. Great motivation.
 Im so inspired by you & all that you do I’m inspired
 Happy Thanksgiving Clovia! You inspire me:)
 Dear Clovia, you always post value on Twitter and on Facebook. You are an example to follow.
 We need more people like you.
 Thanks for all you do!
 Thanks for your input. You are so very helpful.
 You have great style and the ability to communicate on the entrepreneur’s level.
 Thanks for the encouragement to stay focused!
 Thank you for the daily inspiration.
 I really enjoy your Social Media post. Thank you so much!!
 Clovia, I just followed you on twitter and checked out your website. Impressive…Thanks for connecting
 I follow you closely. I love what you are doing.
 You really do have it right and I’m glad that there’s someplace like Lemongrassplanning.com around to help people who realize that they need to set and manage goals, but maybe don’t know how.
 Thx for the free book. Lots of great insights & I didn’t know about Ping but am using it now!
 Happy New Year Clovia! Thanks for all the inspirational & motivational quotes.

If you are not studying what folks are saying about you, you probably should start. Collect the feedback and use Google alerts to see what might be stated about you that is not sent directly to you.

Lets get back to sales. Folks buy from who they come to know, like, and trust. So, perhaps you can influence a sale if you can get someone to if you cause someone click on a link and read an article; to comment on what you post; to click LIKE on your facebook business fan page; to click the + on the Google plus link; or to retweet and share what you post on Twitter.

Those of us in business know there is no direct correlation between the two. But, how much of a correlation is there between online social activity and sales?

Should there be a score for being inspiring, encouraging, motivating – rather than influential?

 

By Clovia Hamilton, President, Lemongrass Consulting, Inc.

Clovia founded Lemongrass Consulting in 2005 with nearly 30 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including organizational assessments, government contracting strategic marketing plans, intellectual property, social media marketing strategic plans, and other services.

By Clovia Hamilton, President, Lemongrass Consulting, Inc.

Clovia founded Lemongrass Consulting in 2005 with nearly 30 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including organizational assessments, government contracting strategic marketing plans, intellectual property, social media marketing strategic plans, and other services. Contact Clovia at:
■ Web: http://www.lemongrassplanning.com/
■ Follow us on LinkedIn: http://www.linkedin.com/company/lemongrass-consulting-inc.
■ Follow us on Twitter: http://twitter.com/lemongrassplans

■ LIKE us on Facebook: https://www.facebook.com/LemongrassConsultingInc

 

10 Tips for Biz Card & Networking Savvy

October 7, 2011

I dusted off a card scanner to begin scanning biz cards as a form of therapy (a light duty, stress free, painless, easy, no brainer). I began to scan away at about 700 business cards. Many were great and many woefully planned and designed. I also made some awful mistakes when networking. Here are 10 tips I jotted down while scanning away:

1. Do not take a business card that does not have the person’s name on it. Read the card before they get away. Write down their full name.

2. Write the date you met the person and the event on the business card. I had some cards where I put a partial date (forgot the year); put the date and not the event; or put the event and no date.

3. Have a business card that can be scanned. Some of the business cards in my stack were made of thick plastic; the same as a credit card. Some were all black and the text could not be scanned. One card was made of a weird vellum paper and it would not feed into the scanner.

4. Be sure to get the person’s cell phone number. Be sure to put your mobile phone number on your business card.

5. Think of us forty-plus something business people when you choose a font. One of the business cards was in a 4 point font. I could not read it without a magnifier. Luckily, the scanner could scan it. Nevertheless, be sure people can read your card without squinting.

6. If your company name is inserted in your logo, have it typed somewhere else again without the graphic. Company names in graphic logos did not scan.  I put it on the back of the card. Be sure to scan the front and back of business cards you collect.  Make great use of the back for listing your licenses, certifications, tag line, etc.

7. Choose paper that folks can write on. You cannot write on plastic or vellum or slick glossy paper.

8. Save a list of your notes from the business cards you collected into a word document. It will remind you of your marketing journey – all of the events, all of the networking. Study the list and ask yourself which events resulted in work, teaming, or other collaborations.

9. Ask yourself, which events are you drawn to? My firm is 6 years old. I looked back over the past 5 years. I am primarily drawn to small business development events such as trade fairs, match making/ partnering events, and government vendor outreach sessions. Next, over the years I have made my rounds to visit with decision makers in government agencies – procurement staff, program directors, department directors, project managers. Third, I lean toward urban planners, civil engineers, and economic development specialists. So, I have attended their trade meetings (annual conferences, luncheons).

10. Lastly, use this intelligence to develop your marketing plan for 2012. Plan out the entire 12 months. Make your rounds. Attend trade meetings, conferences, etc. What will it cost to participate? Registration fees? Travel transportation and hotels? Budget for it now!
By Clovia Hamilton, President, Lemongrass Consulting, Inc.

Clovia founded Lemongrass Consulting in 2005 with nearly 30 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans, intellectual property, social media marketing strategic plans, and other services. Contact Clovia at:
■ Web: http://www.lemongrassplanning.com/
■ Blog: https://cloviahamilton.wordpress.com/
■ LinkedIn: http://www.linkedin.com/in/cloviahamilton
■ Twitter: http://twitter.com/lemongrassplans
■ Email: chamilton@lemongrassplanning.com

You Feeling Something – That’s what Sells

September 26, 2011

One of my favorite TV shows is Mad Men. Small business owners or other leaders can learn a lot about advertising their organizations by watching Mad Men. There is a line in one rerun episode that I jotted down recently. The advertising firm leader said to his protégé copy writer:

“You are the product. You feeling something – that’s what sells”. She replied that sex sells. He corrected her and said that the people who believe sex sells think that monkeys can do advertising. He also added that just because there is sentiment does not mean an advertisement is sentimental.

Well, how does this apply to low budget social media marketing? It is all very relevant. The bottom line is that when we market and advertise our products and services, we need to feel something. In my mind’s eye, that means feeling what the ideal customer needs and can relate to. It is simply about putting yourself in the customer’s shoes.

Where does sentiment come in? Well, buying is emotional. For example, I am drawn toward traditional furniture and classic clothes because that is what my mother enjoyed. She wore the classics. She looked very 1950s and 1960s. I love this era because emotionally it reminds me of my mom. So, when we sell our products and services, we should give some thought to what emotions or feelings will resonate with our prospects.

The age old business lesson is to tap into our prospect’s pain. That works; but so does nostalgia. When I started my firm and made my routine rounds to visit prospects, many told me that lemongrass resonated with them – their tea, Zen teachings, candles, aromatic distillers, oils, and perhaps Thai dishes. All of these things provoked a “feel good” experience. People want to or should want to feel better and be happy. To be sentimental, we have to appeal to tender emotions and feelings such as what our prospects need, love and yearn for. It is about giving the customers and prospects an experience. This is all the rave right now! Businesses coaches are teaching – give them an experience. Many small businesses are thinking – yeah, well, how? How would you go about it?

By Clovia Hamilton, President, Lemongrass Consulting, Inc.

Clovia founded Lemongrass Consulting in 2005 with nearly 30 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans, intellectual property, social media marketing strategic plans, and other services. Contact Clovia at:
■ Web: http://www.lemongrassplanning.com/
■ Blog: https://cloviahamilton.wordpress.com/
■ LinkedIn: http://www.linkedin.com/in/cloviahamilton
■ Twitter: http://twitter.com/lemongrassplans
■ Email: chamilton@lemongrassplanning.com

3 Ways to Empower your Brand Advocates

August 10, 2011

I recently read social media guru Lisa Barone’s article 5 Reasons to Engage Brand Advocates. I thought I’d take the time to share some ideas about how to implement the sharing of your content among your online connections.

Lisa wrote that “[b]y connecting with [brand advocates] and empowering them to share your blog posts, your eBooks, Facebook content, etc, you strengthen their voice and get them excited about the opportunity to share insight from the front lines”. So, here are some ideas on how to implement this in practice:

1. Your Blog Posts

I use hootesuite and ping fm to distribute micro blog posts of 140 characters or less (Twitter requirement). My micro blog posts are distributed automatically to several social media pages. So, I ask folks to read, leave comments, and share my wordpress blog post. I also have my wordpress blog post tied to linkedin and it appears on my linkedin profile. In addition, I post my blog in my relevant linkedin and facebook groups. My next move is to join some yahoo groups.

2. Your Ebooks

Whenever I get a new facebook friend, linkedin connection, or twitter follower, I send them the url to our fan page where they can download a free ebook. Many ask me if they can share my the free ebook. I always encourage them to share the url. The goal is to increase traffic to our website.

I also send new connections two more calls to action. I ask them to LIKE our facebook business page; and to read and share our wordpress blog post.

3. Your Facebook Content

I am pretty engaged on Facebook. I usually read posts early in the morning. I share articles and famous quotes and tell folks what I have been up to. Folks have naturally clicked on their like button or posted feedback as a comment if they want to participate. So, I rarely have to ask folks to share the content. But, I have asked questions and that is a great way to stimulate the conversations. Also, on my firm’s Facebook business page, whenever I share web links to videos or articles, our fans can reshare the links with others. So, you can have a call to action to “Reshare”.

What strategies do you use?

By Clovia Hamilton, President, Lemongrass Consulting, Inc.

Clovia founded Lemongrass Consulting in 2005 with nearly 30 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans, intellectual property, social media marketing strategic plans, and other services. Contact Clovia at:
■ Web: http://www.lemongrassplanning.com/
■ Blog: https://cloviahamilton.wordpress.com/
■ LinkedIn: http://www.linkedin.com/in/cloviahamilton
■ Twitter: http://twitter.com/lemongrassplans
■ Email: chamilton@lemongrassplanning.com

Five (5) ways to increase your business network

May 31, 2011

I network pretty extensively. I think it is more important than ever to do so during the down economy. When the economy improves and we get busier with work, the amount of time available to devote to networking may diminish. Nevertheless, I am a firm believer in daily marketing and networking.

I am not connected to tens of thousands of people. But, I like to think that the folks I am connected to are real people. When you pay for followers or connect with just anyone, they will likely be fake people or market researchers. I have a small but influential network. I am often asked how I consistently make new connections.

The answer is that I put time into it. It is really that simple. Here are three things I do routinely to increase my business network:

1. Meetings – I invite business people that I meet and dialogue with to join my Facebook, Twitter and Linkedin networks. I send the invitations out as soon as possible. I usually try to get to it within a week of meeting each person. I may meet these connections at trade organization luncheons, trade conferences, training programs, or meetings I coordinated to pitch a service offering.
2. Trade Articles – I let article writers know when I enjoyed an article they wrote. I then invited them to join my Facebook, Twitter and Linkedin networks. I subscribe to Black Enterprise, the Atlanta Tribune, Home Business and Entrepreneurs magazines. I also subscribe to several free electronic news services for business articles. I am particularly interested in business strategy and government contracting. When these news emails arrive, I put them in a folder called Read Me Later. When I have down time, I go through the lists of articles and pdf the ones that I want to read. I then read through them once a week. If I enjoy an article, I immediately go online and post a comment; and I also search for the author on Facebook and try to connect with them.
3. Winners’ Circles – I like to connect with small business owners that win awards and contracts. I learn a great deal from the winners. They obviously have a winning strategy. I find them on Facebook and I congratulate them. I then introduce myself and tell them about my company and that I teach government contracting for the Georgia Tech Procurement Assistance Center. I connect with a lot of great minority owned and women owned small business leaders with this strategy.
4. Alum – I also connect with folks I went to elementary school, high school, college, and graduate school with. I use my old year books. I also peek at each of their online connections to see if there is anyone I remember. You never know where a referral will come from. I think my relationship with school chums is that we will always have that shared experience – i.e. the old neighborhoods, the campuses, and the faculty. These folks are a true extension of my family.
5. Past Colleagues – I worked primarily as a government civil servant for more than 25 years at the federal, state and local government levels. Over the years, I have come to know quite a few really cool folks and have stayed in touch with them. I seek pass co-workers out online and send them invitations to connect.

What about the competition? I have also been asked why I allow competitors into my network. I learn from some competitors and I hope they learn from the information I share online. I realize that some competitors will try to get at your customers via Linkedin, Facebook and Twitter. So, to be honest with you, I am not connected to my core customers online to prevent that from happening. I stay in touch with my core customers with email, direct mail, and visits.

Clovia founded Lemongrass Consulting in 2005 with 25 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans. Visit us at: http://www.lemongrassplanning.com – Follow Clovia on Twitter @lemongrassplans and LIKE Lemongrass on Facebook at http://tinyurl.com/6cuu28o

Do you Tweet? Part Two.

May 15, 2011

This time last year, I wrote an article called Do you Tweet? I completed two Social Media classes in 2009 and decided to use social media online marketing as an affordable way to build my network. It’s working. My network has steadily grown. I went to a trade conference recently and folks recognized me when in many cases, I did not recognize them. Online marketing increases your visibility and helps you achieve “presence of mind” when it comes to getting referrals. This article serves to update you the new tools and techniques I am trying.
Last year I wrote how I spend a minimum (and usually maximum) of 5 minutes in the morning and 5 minutes at night each day. Now, I spend more time. I usually devote a few hours on Saturday or Sunday. Here’s what I do with Twitter now:
You get followers by following others. If someone does not follow me in about a week or so, I stop following them.
How do I find followers and get folks to follow me?
1) I still get great twitter connections from my linkedin and facebook groups.
2) I upload a *.csv (comma separated value) file from linkedin into twitter to make sure I am following my Linkedin connections out on Twitter – and to encourage them to follow me back.
3) I look at every new Facebook connections’ information page to find out if they have a twitter account – if so, I follow them and email them to request that they follow me back. I also check out their website. I always do my due diligence to find out whether a Facebook invite or recommended connection is a good fit in my circle or space.
Why do I love Twitter?
1) It helps me direct traffic to my website. We have had an increase of website visitors as per our Google Analytics reports. I review our analytics monthly.
a. With each twitter follow, I use the Twitter Direct mail feature to send them an email:
i. thanks 4 the follow! I look forward to getting to know u! Free ebook gift for u: 25 Small Biz Tips: http://tinyurl.com/35rtl7e
ii. please support our Facebook biz page by clicking on the Like link & Join My List link – http://tinyurl.com/6cuu28o
b. Each week I usually post a blog post and convert the post into articles. I then tweet the new arrival of a blog post and use auto notifiers to post the articles. This helps drive traffic to my website.
c. I have begun to post videos via YouTube, and photos using Twitpic.
How do I save time?

Well, last year I was using ping fim to post each morning. Now I use Hootesuite and schedule about 50 posts each week. I post about 7 times per day. I set up 2 or 3 posts in the morning, noon, and night. I use the ping fm feature in Hootesuite to distribute my posts to a number of social media outlets – myspace, linkedin, my personal facebook page, my company’s facebook like page, and other pages. I love the schedule ahead feature in Hootesuite.
Last year, in my Do you Tweet article I listed a number of news outlets that I subscribe to in order to read and cull out content to share online. This year, I have finally graduated to using Twitterfeed to share posts from my favorite blogs. At first I used their default of posting every 30 minutes. One of my cousins advised me that it seemed like I was posting on Twitter every minute and that was annoying. I went from about 7 posts per day to who knows what. So, I had to go back into Twitterfeed and adjust the settings.
I signed up for Gist and have begun to see dossiers on folks in my network. This helps me decide who to conversate with. But, I honestly lean more toward the Hootesuite mention feature to see who retweets my post or asks me questions. I can then easily respond. Gist is more comprehensive since it will show me my online connections’ posts in several outlets. But I will have to hire someone to help me make the most of that. It would be neat if all of this could be rolled into Hootesuite so that I could see everything on one website. If you know of a way, please let me know.
The key is to continue to try new marketing tactics. Post diverse things and use a variety of tools to stay fresh and interesting. No matter how much we small business owners do, we can always do more. You cannot get frustrated and quit. You simply build the empire one stone at a time with patience and persistence.

Clovia founded Lemongrass Consulting in 2005 with 25 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans. Visit us at: http://www.lemongrassplanning.com – Follow Clovia on Twitter @lemongrassplans and LIKE Lemongrass on Facebook at http://tinyurl.com/6cuu28o

7 Steps to Retreating, Reflecting, and Re-Strategizing in your Small Business

April 10, 2011

As a small business owner, I can attest that all of the new technologies, marketing techniques, and advice can make you feel overwhelmed, unorganized, and confused. The key is to stay focused, coherent, and consistent with what works for you. A good old fashioned retreat and look into a reflection pool is beneficial. I recently put my company through a series of exercises that I’ll share with you here.

First, I took time to retreat and reflect on who our niche market is. I began by listing all of our past customers. We have subcontracted to subcontractors and I included all customers served whether we had a direct contractual agreement with them or not.

Second, I studied all of our past customers. I developed 6 Excel spreadsheets and bar charts to describe our past customers in the following 7 categories:

(1) Customers’ Race
(2) Customers’ Gender
(3) Customers’ Profession
(4) Our Marketing Methods than Won the Deal
(5) Customers’ Geographic Location
(6) Customers’ Industry Type
(7) Type of Service provided to the Customer

Third, with our customer information in hand, I revisited the fundamental identity of my company. I gave thought to what we do best and where our strengths lie so that we can build on our strengths. For my firm, it is our emphasis on research, analysis, strategy, and legal compliance. Our clients have been primarily white men in the land development construction arena. Most were referred to us. The referrals came from complimentary service providers that we do not compete with. Most were in our home state. The services have been related to public outreach and buy-in, business writing, and strategic planning.

Strategic Planning Retreat Fulton County, GA Health

Fourth, I developed a clear idea of how we create value. We offer 20 services, so I worked on each service area. I came up with unique, clear, concise, and compelling sales propositions for each of the service areas. I listed ways our services are unique in terms of customer benefits. I then listed the pain points for each service we offer. Reviewing customer testimonials, words of praise, and recommendations helped to see our customers’ perspective of why we are still in business. I am not integrating all of this into our marketing materials as we are in the process of freshening all of that up!

Fifth, I drafted a description of the number one thing I want our prospects to know about what we do and how it will benefit them.

Sixth, I drafted a list of 10 categories of people most likely to want our services. They include:

(1) land development managers
(2) architects
(3) civil site development engineers
(4) surveyors
(5) community development managers and grassroots organization’s leaders
(6) external affairs or community affairs department directors
(7) attorneys and procurement officials seeking training, legal research and writing assistance
(8) chamber directors seeking training seminars
(9) higher education continuing education directors
(10) small business owners in need of business writing services and coaching

Seventh, I listed our top strategic priorities. For my firm, the current priorities are all focused on implementing tools to generate income via ecommerce and web stores. I put the top five (5) priorities on Q cards and posted them to a task cork board. I also wrote the tasks in my calendar to make sure they would be given priority and would get done.

Have you studied your customer pool? If so, what was your approach?

By Clovia Hamilton, President, Lemongrass Consulting, Inc.
Clovia founded Lemongrass Consulting in 2005 with 25 years of government work experience and serves as a procurement counselor in the Georgia Tech Procurement Assistance Center (GTPAC). Lemongrass Consulting provides strategic planning solutions including government contracting strategic marketing plans. Contact Clovia at http://www.lemongrassplanning.com or follow Clovia on Twitter @lemongrassplans