Be More Visible – Join Patch.com
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We’re always sharing ways for you to “be more visible.” In our booklet, Be More Visible! Create More Interest in You, Your Product or Service we shared 60 ways to get attention for you, your product or service. Of course, there are much more than 60. Here’s another way: Patch.com.

What is Patch.com? Well, as they describe it… it’s “an innovative way to find out about, and participate in, what’s going on near you.”

As a business owner, Patch.com offers a way for you to add a free business listing. Are you conducting a seminar or webinar? You can add it to Patch.com’s free calendar. Do you like to write? Join Patch.com and become one of their many bloggers, or review writers.

If you are looking for potential customers, read your local Patch.com. You may discover an entirely new demographic of potential customers that you may not have known existed. Now you know how to reach them, and possibly other “hard to reach” potential customers… through Patch.com.

What better way to, “be more visible” than in your community and on its the Patch.com portal?

Check it out – http://patch.com. Select your State, then your city. And…if you start your own blog – I’d love to read it.

What Your Home Page Says About You
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Your website may be one of the most important tools in your business’ marketing arsenal. When a potential client reaches your site, the home page is the first point of contact. What does it say about you? And…what does it say about how you can help them? That’s the reason they were looking for you, right?

If you want to make their job easy, then limit the keystrokes and clicks to locate information. There should be an area that describes you, and the services you provide. There should also be an area where visitors can see how you can help them. It’s all about how you write the content.

Sit back and put yourself in your visitor’s shoes. If you were going to hire you and you came to your website – what are the key things you would look for? There are three I’d like to offer:

  1. Well placed contact information is a must. Most people who come to your site may already know about you, but the first thing they want to know is where you are. People need to see immediately how to reach you. Having the contact page is great, but people on the move – using smart phones and tablets, want to see something on the home page…if not on every page. Try placing your contact information into a header or footer area. These locations are on every page.
  2. Next, they want to see your services. Adding your most popular services on the home page gives them the information to target right away without having to click to find it. Having a “read more” link attached will push them to see the full scope of services you have to offer.
  3.  How can you help me? Having a well placed area for the kudos and “shout-outs” of how you helped others is another attention grabber. Using a snippet of a testimonial, the client’s name and their business name will also grab attention. The “read more” will take them to see how you helped others and will show them how you can help them.

You can dress up your website’s home page in these few ways. It may get the attention from your visitors and eventually that telephone call for your next meeting.
So, take a look at your home page… see how these simple changes will cause people to “read more.”

After you do, please tell me what happened.

One Size Never Fits All
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When reaching your audience, one size never fits all.

Here’s a good example. One client needs to communicate to about 1.27 million people. In doing so, they decide to send a letter. Let’s think about this…how many different demographics can come from 1.27 million different people?

Well…let’s see. There are differences in:

  1. Income
  2. Education
  3. Age
  4. Ethnicity
  5. Culture
  6. Gender
  7. Sexual Orientation
  8. Learning Styles
  9. How One Chooses to Receive Information
  10. Tech Savvy
  11. Differing Abilities
  12. Region

I’ve only included 12. However, these 12 can be broken down further. For instance, a person with a college degree may only read business journals whereas another person with a college degree enjoys entertainment magazines. So, how will one letter reach all 1.27 million. It won’t.

Even though you may think your budget won’t allow multiple streams of communication, you have to at least consider reaching your audience many different ways.

Some may like to read. Others to listen to the radio. Then there are those who will only pay attention to text messages.

Don’t lose out on reaching your audience by not paying attention to who they are and how they receive information. Think about the clothes we buy…one size never fits all.

Be More Visible: The Art of Self-Promotion
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Somewhere someone’s Mom is saying, “I thought I taught you that it just isn’t right to boast and brag about how great and wonderful you are. You won’t have any friends.” Some of us remember our “talking to” after we were heard saying, “I can do that better than you!”

Well, Mom was only half right. These days it is not only “right” to let others know about what you have accomplished, it is essential.

The rules have changed. Anyone who has something to contribute, (that should be all of us), should tell others. Who best to talk about you… but you?

In its Key Facts about Women-Owned Businesses, the Center for Women’s Research states that 10.1 million firms are owned by women. These firms employed more than 13 million people, and generated $1.9 trillion in sales (as of 2008). Self-promotion is not only for business owners, it’s for people seeking careers, opportunity, experiences and most importantly, a chance to give of themselves.

“Well, I’m not comfortable bragging about myself.” If this is you, stop! Today, with social media and small businesses skyrocketing, the new mantra is self-promote, which is different from bragging. Here’s the difference, according to Nathan Hangan in his blog The Art of Shameless Self-Promotion:

“…self-promotion is the art of spreading ideas, concepts, and a greater vision. Self-adulation is just the promotion of accomplishments, deeds that have already been done.”

To begin, ask:

What do I want to accomplish? Do you want career advancement? Do you have a product or service? Do you need more clients, patients, students? Think first about the results you want.

What do I have to offer? What are your experiences, accomplishments? What can you do well?

How do I want to get my message across? There are numerous ways to let others know about you. The most compelling and fastest growing is social media. Why? Because people do business with people and blogs, Facebook, MySpace, Twitter are all about connecting with people. However, be careful. Though you may “friend” many, how may friends do you really have? Really. Just be careful what you say. It may come back to haunt you.

Now that’s done. Next, we have to:

Share. We learned this in pre-school. Share your knowledge. Help others. Take “I’m better than you,” and now tell them how you can make them better.

Be authentic. People want to know that you are reliable and trustworthy. No fakers or phonies please.

Be consistent. When using social media, you have to stay visible. This means you are writing often and often writing. Post comments, send messages and respond to others. People will begin to notice you.

Reciprocate. When someone comments or sends a message, do not ignore them. Acknowledge their time and efforts. It’s common courtesy.

Lastly, Stick with it. As social media grows, self-promotion becomes more necessary. Begin where you are and don’t forget to tell Mom about all your new “friends.”

Smart Grid Best Practices – We Need to Understand Worst Practices
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Integrating digital technology by various electric utilities represents the most significant change to the U.S. electric grid in over a century. As these Smart Grid deployments mature, business process transformation has become an absolute necessity for benefits realization relative to the unprecedented capital investment by such utilities. The pioneer utilities are blazing a trail within a landscape where best practices are still emerging. After all, the early adopters have to essentially assume risks that will likely be minimized for later adopters.

Strategic organizational change strategies will continue to be of significant importance when a utility enters the post Smart Grid era. The convergence of energy delivery challenges, diversity and inclusion, and environmental sustainability in our society are game changers for utilities. Social and political will along with the overhaul of an antiquated transmission and distribution infrastructure are redefining the energy landscape for generations to come. The failure by a utility to position the organization today to deliver 21st century energy solutions will facilitate a variety of worst practices in the future.

Consequently adopting an entirely new cultural mindset is a prerequisite for utilities seeking to add value to their stakeholders in the future. Many commercial and industrial customers are seriously assessing options for distributed generation (on site generation of electricity) and energy efficiency solutions for its buildings. Walmart already outlined its plans to generate and manage its own electricity. If this approach gains momentum, utilities will no longer “hold the cards”. Every utility should develop viable and competitive alternatives for the commercial and industrial customer of the future.

The Smart Grid will also continue to empower the residential customer. The “rate payer” has to give way to the “valued customer.” The digitization of the electric grid (Smart Grid) will also enable a plethora of home energy management options for customers. Customized energy management leveraged by mobile applications will become more commonplace. There is now a growing expectation that technology will expedite power restoration during a major storm. Messaging has to be accurate and well-managed. Reputation management is the social capital of the future for utilities.

Refusing to embrace strategic change management will also prove to be a future worst practice. Residential customer analytics will help utilities to better address the unique customer needs of diverse market segments. Language, race, income level, and environmental values will matter more than ever. Strategic communication planning and customer engagement has to be inherent to a utility just as it is to major retail giants today. The building blocks are already in place. The energy demands of tomorrow will clearly be delivered by those utilities that today already have the vision.

Damage Control: Mamma Said Never Tell a Lie
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How do you know the appropriate time to tell the truth, keep quiet or lie? I remember as a child my mother saying, “Now tell the truth and you won’t get into any trouble.” I always thought that was a trick statement. I also remember my mother telling me that, “Not telling something is almost as good as a lie.”

Paula Deen is a great example of this. I’ve been watching Paula Deen for years. I would just salivate watching her make all that fried chicken, macaroni and cheese, potato salad, cakes, cookies, pies – heavily saturated with sugar and fat. All the while, she would proclaim, “This is just delicious Y’all!”

So…what is so wrong with that? Well, she had diabetes. She never told anyone until one of the drug manufacturers wanted her to be a spokesperson. Only then did she disclose her disease. Was she being honest with her audience? I don’t think so. Should she have disclosed the fact that she had diabetes and encouraged others to eat healthy? Absolutely.

Fast forward to the most recent news. Deen is sued for derogatory, racist statements. When she got on the witness stand, she answered truthfully this time. She didn’t tell a lie. She stated that yes, indeed, she had used that language. The statement, “tell the truth and it will set you free” didn’t exactly work in her favor. It opened up a whirlwind of gossip, ill will, threats, hatred, pulled endorsements and much more. All of the companies that had backed her suddenly dropped her like one of the boiling potatoes she was once seen cooking.

Paula Deen is a person… but Paula Deen is also a brand. What she said personally has just about destroyed her brand. How will she recover from this? Only time will tell. The one thing I do know is that before you decide to be honest and tell the truth – you’d better be aware of the consequences that may follow. If not, you will be boiling in the pot with a bunch of potatoes just like Paula Deen.

Environmental Sustainability – It Takes Real Organizational Change
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As a management consultant I have helped many large corporations and public-sector institutions manage technological, strategic, and operational change. These organizations will develop business cases for various initiatives, and they will often tout success that is predicated on the realization of some set of quantifiable benefits. The problem is that business transformation and benefits realization are often defined using short-term quarterly profit driven standards that serve only the short-term.

It is not enough to incorporate new business processes into an operation. Diversity of race, gender, thought, religion, and sexual orientation are requiring organizations to develop substantive plans to include all employees. This digital age has cultivated a global society where people expect personal and customized experiences. Generic commerce is no longer acceptable. Public and private organizations are also getting pressure from customers, regulators, shareholders, and other community stakeholders to prioritize environmental stewardship. Incorporating environmentally sustainable business practices ultimately overlaps with an ever-changing diverse and digital world.

The point is that environmental sustainability and social responsibility are inextricably linked to the financial bottom line. Starbucks CEO Howard Schultz has been in the news frequently for emphasizing environmental sustainability and his support for gay marriage. Many may not see the connection to selling coffee. They may be right because taking such a stance is much bigger than selling more medium roast coffee beverages. He has been on record saying to major shareholders that creating the right culture is the best business decision for the long-term.

Leadership sets the tone for any organization. This is true for a football team or a multi-national conglomerate. Much of our progress in the 20th century came at the expense of our environment. The legacy of 21st century business leaders will hinge on global economic development that fosters the protection of our environment.

Creating and Customizing Your Google+ Company Page
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Google+ is becoming a very popular tool for individuals and businesses. If you don’t have a company page on Google+, this video is just right for you. Developed by Hootsuite University, the video is the second part in a series that breaks down the fundamentals of Google Plus for business and will guide you through setting up your page in four easy steps.

http://youtu.be/7rwJ_tYhFsg

After watching, check out some of the other useful videos Hootsuite has that can help you with your online presence.

You Can Use YouTube to Communicate with Customers
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YouTube is not just for videos anymore.

Entrepreneur.com has a video section called “60 Second Solutions. ” It’s where various business owners and professionals share their tips in 60 seconds to help you with your business. In this video, Shira Lazar, host of YouTube’s What’s Trending, shares information on how using video can help you connect with your customers – 24/7.

If you don’t have a business YouTube account, it may be a good idea to set one up. Using video, customers and potential customers have another way to see exactly who you are, what you do and how you can help them.

 

5 Ways to Make Your Business “More Visible”
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With today’s marketing strategies focusing primarily with online visibility (websites and social media), many people seem to have forgotten about making themselves visible – that ”face-to-face” interaction has almost gone the way of the payphone.

Below are several ways to make “you” and “your” business more visible.

  1. Register for and attend a conference that is focused on your business or in an area of interest to your customers. Even if you are familiar with the content of the conference – your customers are not. What better way to get close to them than to engage them there.
  2. Get out and visit local business owners that may need your services. Offer to provide them with a complimentary meeting or assessment of their business. Seeing you face-to-face may make them take you up on the offer.
  3. Join the local Chamber of Commerce in your area. Most of these offer monthly breakfast/lunch events that may prove to be very beneficial to your business.
  4. Trade shows are always interesting. Find some in your area and rent a table. To draw visitors, dress it up and make it festive. You’ll be surprised at how many people will stop by. Don’t forget the tchotchkes! Everyone loves a useable freebie (notice the emphasis on usable!)
  5. Develop a basic workshop or free seminar that you can offer potential customers. Make sure that what you are offering will be beneficial to them – that when they walk away, what they’ve learned can be put into action. If they need more assistance, they will more than likely reach out to you for help. Also, if you decide to conduct a “paid” seminar or workshop – chances are, they will pay if value was found in the free seminar.

These are just a few ideas on how to make you and your business “more visible.”

Sustainable Cities – It’s All About the Human Ecosystem
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My friend, Simone Lightfoot heads up regional urban initiatives for the National Wildlife Federation. She and I recently shared ideas relative to the connection between urban revitalization in the Midwest and environmental sustainability. Since our discussion, I have engaged in other serendipitous discussions about the changing role of cities in the 21st century.

My work with Visibility Marketing revolves around energy management, smart water management, and intelligent transportation.  We have been increasingly delivering services within the context of organizational change, business transformation and public engagement.  Well this is what I thought.  Although our clients are public interest institutions, our solutions are an integral part of smart urban planning and the human experience.

A friend that teaches Urban Planning in Texas reminds me that environmental sustainability and urban revitalization in distressed cities are inextricably linked.  My sister, Angela is a psychologist, and she connects personal environmental stewardship to the human psyche and behavior modification.  Simone asserted that policy makers, lobbyists, and politicians frame the debate and influence funding to the landscape that impacts my work.

This prompted me to think of my recent business trip to Washington, DC.  Evidence of a multitude of new energy efficient buildings, regional water conservation initiatives, and one of the most efficient subway rail systems in the United States are indicators that the type of work that we do is socially redemptive.  The preponderance of construction cranes and citywide foot traffic are evidence that strategic environmental sustainability initiatives are essential to sustainable economic development.

The purpose of the trip was to collaborate with electric utility sector colleagues from around the world.  The trip was successful, but my other experiences helped to complete the compelling narrative.  My hotel was located in Chinatown, which has grown immensely over the last 15 years.  It was a treat to “people watch” as I walked downtown on H Street.  The anticipated 30,000 members of the African-American sorority, Delta Sigma Theta had already begun descending on the city.  Gay and lesbian couples held hands, blending in with the crowd.  Students, tourists, commuters, and people of all ethnic and racial background comprised the harmonious landscape.

I was a college student in Washington, DC over 30 years ago. The city has really evolved.

As I walked through downtown during my final night, it occurred to me that my work is more valuable than I realized.  The triple bottom line – social responsibility, financial profits, and environmental stewardship is the real deal!  My status as a husband, father, African-American man, and entrepreneur really allows this to resonate with me.

Sustainable cities facilitate the human ecosystem.

Introduction to Crowdfunding for Entrepreneurs
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Last week I wrote a blog entitled, “Need Money? Try Crowdfunding“. The Small Business Administration (SBA) offers many free online training courses to help business owners succeed. One of their latest training videos is called, “Introduction to Crowdfunding for Entrepreneurs.”

SBA’s Office of Entrepreneurship Education provides this self-paced training exercise as an overview of crowdfunding (also commonly referred to as ‘crowd financing’ or ‘crowd sourced capital’). The highlighted next steps at the conclusion of the program will help you apply what you have learned and engage you in the process of crowdfunding.

The course is free, online and takes 30 minutes. If you have time, you can click here to participate – http://www.sba.gov/sba-learning-center/training/491091. System Requirements: Acrobat Reader, Adobe Flash Player. Classes will not play in iOS devices due to Flash limitations.