#Eclipse2017 Marketing Lessons

I don't know about where you live, but Atlanta had #Eclipse2017 fever for weeks—and we weren't even in the path of totality, where the sun would be completely blocked by the moon. But there were apps, websites, news coverage, and huge shortages on ISO-certified glasses everywhere you looked. It was a fun frenzy to be a part of, honestly. I was totally into it. However, even after anticipating it for a couple of months, I still found myself unprepared. In the end, I had a great time, but it was also a tad chaotic.

And it was easy to make a few parallels between this unique experience and the world of marketing. So, be a business nerd with me for a minute, and just go with it . . . 

1. Plan Ahead

Did you get your circa Back to the Future ISO-certified eclipse glasses? I almost didn't. I literally got my hands on a pair less than 40 minutes before the big event. I had been thinking about this moment for weeks and weeks leading up to it, but kept forgetting to pick up free glasses or buy them, and then when I put some real effort into it just a few days prior, they were, of course all gone. Like, long gone. My friend and I managed to buy a pair from a guy who's friend didn't show up to watch with him. Whew!

Marketing lesson: Good marketing doesn't just happen. If you don't live in the world of business communications as I do, there are plenty of other things to occupy your mind and your time. Believe it or not, sometimes it's even hard for me to make the time. And if you don't consider it to be one of your skills, it's easy to let marketing slide or get pushed to the back burner. But you can't expect people to buy, donate, or show up without some real effort on your part. I know there is already a lot on your plate, but stop and think about your marketing. Put together a plan, even a loose one to work from. Read a book, listen to a podcast, or get on an email list that will teach you more about marketing. The better you get, the more your organization will thrive.

2. Have a Backup Plan

I ended up enacting Plan D for my eclipse experience. Plan A was to win one of the cool trips I'd registered for, which would've meant watching it in either Portland or Nashville. Long shot? Absolutely, but how fun would it have been! Plan B was to buy glasses and go watch with my friend at her house because her daughter was napping and she couldn't get out. But I couldn't find any to buy because I waited too long. Plan C was to go to a local event that had glasses for sale. This is what I thought was happening up until it didn't. Another friend came with me to this event, but when we arrived, they'd already sold out of specs. That's when Plan D evolved. 

We were standing in line for this event, but we didn't know if the line was for drinks, or to buy the glasses. So, I tapped the guy in front of me on the shoulder and asked. He said it was for drinks, and that they'd already run out of glasses. Gahhh! But he said that his friend didn't show up and that he'd sell us his extra pair! So, we grabbed those because it was almost 2:00 p.m., and the eclipse was happening at 2:36 p.m. here. We'd just have to share.

Marketing lesson: Maybe not every time, but at some point, something in your marketing plan will go wrong. (My experience is that it's usually technology-related.) Maybe it's a bad wifi connection, a glitch with your email provider, an event speaker gets sick or misses their connecting flight, the product doesn't get shipped on time, or your computer crashes and you know you were supposed to, but you haven't backed it up in six months even though you got a notification to do so the day before. It could literally be anything. The point is to have a backup plan, or three. Expect that something will go wrong, because it easily could. And do a happy dance when it doesn't!

3. Share the Experience

As you've already seen, I didn't plan very well for this historic moment. It wasn't until last Thursday when I actually started hunting for glasses. And I was sick last week and over the weekend, so even though I'd been excited for the eclipse, my enthusiasm was quickly waning. It wasn't until Sunday that I reached out to my friend to attend the viewing party with me. She showed some interest, but we didn't even make firm plans until around 11:00 a.m. on Monday!

I woke up that day still feeling pretty drained from being sick, so I'd almost resigned myself to just watching the eclipse on TV from my couch. I was about to text her that I wasn't feeling up to it, when she reached out to see if we were still on. So, I took a moment, remembered that previous excitement, and put together a plan. We ended up having a great time, and a fun, shared experience.

Marketing lesson: If you are a solopreneur or run a small business of just a few folks, it's very easy to get used to doing things on your own. This may be because it's just easier, you don't have the resources to pay others, or have a hard time delegating. But whether you're in the middle of a launch, promoting an event, fulfilling a product order, administering a service, or just dreaming of what's next, it's always more fun with a buddy. Conversations with others may give you new ideas, good feedback, inspiration, or one of another dozen awesome things. Even as a solopreneur, doing everything alone is a choice. Make plans to involve others, even informally. Your organization will be better for it. After all, you got in this business to help others. So, let someone help you.

4. Make It Last

If you're anything like me, your post-eclipse routine included updating social media with the photos you took. After that, I scoured Instagram and Facebook to see the photos and videos my friends and family captured. It was an experience worth sharing and celebrating. I also had friends that were in prime viewing spots all over the country, so I couldn't wait to see a glimpse of what they saw. It was truly an event that brought the country together, and gave us something fun to focus on after all the bad news we hear every day. I'll certainly be watching for those photos and videos in the days to come.

Marketing lesson: One of the common mistakes I see by organizations is that they host an awesome event, but they only talk about it before-hand. They don't promote it much during, and rarely after. Those are two prime opportunities to get your audience excited about your next event. Likewise, if you put a lot of time and effort into a launch, but never update your peeps about how it went, you're missing the opportunity to keep them in the loop and tell them how important they were to it. Or, do you put a lot of work into writing blog posts, but never actually promote them? It's unlikely people will just sit around waiting with baited breath until your next post. You need to market it! I've heard that 20% of the effort you put into your blog post should be writing it, and the other 80% should be marketing it. Your words may be incredible, but if no one knows to read them, they won't be very effective. Go the extra mile. Make it count, and then make it last.

So, did you watch the eclipse? Where from? What did you think?

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Understanding Your Audience

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For August, I've invited my friend, Jen Gordon, to share about uncovering the hidden desires of your donors and customers. Understanding your audience will be a key to your success.

Q. What are the latest trends in your industry?

A. What I’m seeing lately is a trend toward companies identifying their marketing strategy first, and then outlining the tactics they will take to align with that strategy. By “strategy," I mean really digging into the hidden and unspoken desires of your prospect, and developing your approach to that audience around those wants.

In the past I’ve seen marketers using tactics like, “Hey, let’s send out a direct mail piece like the one I saw from XYZ organization.” Or, “Oh, let’s send an email campaign about our next fundraiser,” before truly identifying why their prospects would want to engage the content.

There has always been interest in the marketing world around the psychology of marketing, but today there is a lot more content readily available about the psychological drivers that cause prospects to take a certain action, to leave, buy, or donate. Nir Eyal writes a blog that focuses on consumer behavioral triggers and habits. Though most of his work focuses on software development, the concepts he teaches are applicable to any industry.

Q. What is the biggest mistake you see people making in regards to what you do?

A. One of the mistakes I have seen many times over the years of creating landing pages and sales funnels is that business owners may have a short-term plan or campaign they want to launch, but don’t have a clear roadmap for the year in terms of where they want to be in 30/60/90 days or six months, etc. They generally know what they want to achieve, but the path getting there is often unclear.

Right now, I’m working on a marketing calendar (with some inspiration from this SEJ post) for my own product, the Hope Deck, using Google Sheets, Google Calendar and Trello—all free tools!

Q. What is your best piece of advice?

A. If you aren’t trained on how to uncover your prospect, donor, or customer’s hidden, unspoken wants/desires, then find someone who is. :) Learning how to do this while working on the Hope Deck has completely changed how I connect to, and communicate with, my audience.

It has allowed me to understand how I can bring the maximum amount of value to my customers. I no longer assume that I am a part of my target audience, which I have done in the past. My mind is open to a wider range of problems people want to solve, and emotions they want to feel or not feel.

Q. What is one thing readers can do this week to improve?

A. Start figuring out what your audience really wants—not what they need, but what they want. I created a spreadsheet for the Hope Deck where I am in the process of identifying my customer’s unspoken desires. Don't get overwhelmed. Keep it simple to begin, and then edit or expand it over time.

Q. Anything else we should keep in mind?

A. The best way to uncover these hidden wants and desires is to actually talk to your customers or donors. I’d recommend recording the conversations, if possible, so you can review them later and pick up on details you may miss in the moment. Another option is to get them in writing through emails or surveys. You'll then use their language when speaking to them in your emails, social media, and any other communication pieces, so that it's familiar and relatable.

And be sure to ask them open-ended questions about why they choose to partner with, donate to, purchase from, or do business with you. Most of the time they won’t express their hidden desires outright, but you can infer from their answers what is important to them, and from there brainstorm motivation, emotional triggers, and things like that.

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Jen Gordon is a momma, artist, and entrepreneur based in Atlanta, Georgia. For the past eight years of her career, she’s specialized in conversion centered design, working closely with marketers and business owners to increase sales by testing and optimizing their sales funnels. Her geeky passions include finishing stuff, brain rewiring, crafts of any sort, and anything Dolly Parton has ever said or sung. :) You can find her latest creative project, a collection of inspirational postcards, at www.HopeDeck.com.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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10 Tools to Make Your Small Business Look More Professional (Most Are Free!)

I wrote last week that my business just celebrated its first birthday. That was a milestone many of you are eagerly awaiting, or remember fondly, as well. And for those of us who work solo or with only a small team, it's extra special because you not only don a party hat for yourself, but also for the dozens of hats you wear on a daily basis.

I'm not sure it will ever get a lot easier, because I don't really know anyone, anywhere, at any size company who wishes they had more to do. But when you have a larger team, you at least have more of a division of responsibility. So, it can be challenging to look like a larger organization when it's just you at a desk in your guest bedroom, or just you and a few friends who decided to jump in and solve one of the world's problems over coffee one afternoon. However, looking more professional, like a large business would, can often mean more sales or donations, more support, sponsors, and more attention. 

So, how do you make that happen? I still have a lot to learn myself, but here are just a few of the tools that help my one-woman show look a wee bit bigger and more professional.

1. Unsplash

It's more important than ever to utilize images in your content. In fact, did you know that Facebook will show your posts to more people if you include images? Yep, true story. Additionally, blog posts with images are more engaging to look at, and it's also easier to share them on sites like Pinterest. But if you aren't a photographer, or can't continually pay for stock images, you may feel a little stuck. Well, Unsplash is one answer. They have beautiful stock photography completely free of charge. You don't even have to credit the source, if you don't want to. Unsplash is my go-to, but there are oodles of other options if you Google "free stock photography." (It may take a bit of searching to find a site with the kind of photography that matches your brand.) Oh, and here are a few other sites, including a few that have video.

2. Canva

Having a designer on staff isn't something that all of us can afford. Heck, we can't even hire a designer for every little thing we need on a weekly basis like blog posts, newsletters, email blasts, reports, flyers, or social media prompts. So, we need a workaround. Enter Canva. It's not perfect, but it is pretty user-friendly, and allows you to make pretty graphics without the use of a designer. One of the best features is the pre-built templates that make it quick and easy to get started. They have templates for social media, presentations, eBooks, infographics, flyers, brochures, postcards, ads, and much more. You can also buy additional templates, photos, and illustrations for just $1. I currently use the free version. 

3. Bitly

Space on social media is limited and valuable. So, why take up half the allotted real estate with a hideously long link? Bitly is a terrific, free service that shortens links to usually around 15 characters. Now you can actually say what you need to say on Twitter, and leave room for sharing and hashtags too. Plus, it gives the indication that you actually know how to use social media. A number of companies also use Bitly, but have branded URL's that make them look extra spiffy. I'm going to try and learn about this soon, and if I do, I'll be sure to let you know on this blog. Until then, the free version is a great option.

4. Hootsuite / Buffer

I recommend these two services to small business owners and employees a lot, but I think they scare those who don't feel technologically inclined. I get it. When your To Do list is already piling up, it's hard to think about sitting down and learning new programs or software. However, most of these same small business owners know they need to be more consistent and present on social media, but struggle to do so. That's where these two gems come into play. By taking 30 minutes or an hour to schedule your social media ahead of time, you can knock it out all at once, and just return to it on a weekly, bi-weekly, or monthly basis without letting time continually pass you by as you do nothing or let it remain sporadic. I use the free version of both of these because the free versions have limits to the number of accounts you can link. I use Hootsuite for LinkedIn and Twitter, and Buffer for my Facebook Group. (Side note: these two also have their own capabilities to shorten links.)

UPDATE: Check out this post where I compare 13 social media scheduling tools! 

5. Contracts and Such

Freelancers, entrepreneurs, and small businesses of all kinds tend to fly by the seat of their pants. Behind-the-scenes, there's some duct tape, hopes, and prayers holding things together. So, one not always easy, but simple thing you can do—and need to do—is protect yourself legally. All my clients, including friends, sign a letter of agreement when I start a project with them, which explains everything clearly so we are on the same page. And one thing I put off for too long, but have since rectified, is adding terms and conditions to my website. No matter if you're a nonprofit, or for-profit, you need to make sure you're up-to-speed legally. And The Contract Shop has helped me do that.

Most of my friend Christina's clients are in the creative and wedding industries, but there are also multiple offerings for the rest of us including terms/conditions/privacy disclosures for websites, affiliate agreement, collaboration contract, coaching contract, graphic design contract, independent contractor template, LLC operating agreement, no disclosure agreement, conference speaker contract, and much more. These templates are incredibly easy to use! I had my terms, conditions, and privacy policy on my website in less than 15 minutes!

6. HelloSign

Should you ever need to have people outside your organization sign legal documents, HelloSign is a great route to take. And you get three free documents per month. This is how I facilitate my client contracts and letters of agreement. It's also a much better option than emailing Word docs, having parties sign them, scan them, and email them back. Once all parties have signed electronically, each get a notification, and can download a signed PDF. Voila!

7. Google Voice

For years, way back before it was popular, I've only had a cell phone. No home phone, and now, no outside office to host a phone anyway. But there are certain times, like on a public website or business documents, that I don't want to give out my cell. Google Voice is the perfect, free alternative. When someone calls my Google Voice number, it still rings my cell phone. It works a bit like call forwarding in that way. And you can also get voicemails transcribed and emailed to you. You can even select your phone number to make sure it's geographically close to you, or has a particular set of numbers that you'd like to use. 

8. PO Box

I work from home, except when I'm at a coffee shop. So, much like the Google Voice, there are times when I don't want to list my home address on public or professional documents. So, I use a PO Box instead. I have the smallest box available at $38 for six months, which was the cheapest price in my research. And, the good ol' USPS has now gotten on par with other PO Box providers by allowing you to use a street address in case you don't want to list a PO Box. 

9. Squarespace

A decent looking website is non-negotiable these days. No one will take you seriously otherwise. So, the two most affordable and popular default options are Wordpress and Squarespace. I choose the latter for this site and am really happy with it. Both make it pretty easy to DIY a site if you can't afford a designer (or to update it after its been designed), but I prefer the options, security, and customer service that come with Squarespace. (And should you need a designer, I recommend Mad+Dusty.) Regardless, pick something that works well for you, and invest the time into making it look good.

10. G Suite

If you're running an organization of any size, I'd really love to tell you to stop using something like yourname@gmail.com. I think if people are donating to you, or buying your products, you need to kick it up a notch. They should feel safe in giving you money, and having your own branded email address gives a sense of comfort and professionalism. I pay just $5 per month for this service and it's well worth it. G Suite comes with other features as well, but the branded email is my fave. 

What have I missed? What helps your small business look more professional?

(Note that some links are referral links.)

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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6 Easy Marketing Tactics You Should Steal Right Now

We're wrapping up "Marketing May" here on the blog! So far, we've covered trends and strategies, marketing 101, marketing plans, and daily marketing implementation. Whew—that's a lot! Even if you started with very little understanding of marketing, you should feel a lot more confident now, and also feel more prepared to add some intentionality into your organization's marketing and communications efforts. 

Today, I'm going to take it one more step further and give you six easy marketing tactics that you should steal right now. These are pulled directly from the playbooks of your peers and organizations that we all admire. 

Okay, so stealing may sound a little dramatic. If you prefer, substitute the more flattering word emulate. The truth is, there are proven strategies and techniques that organizations like yours should be implementing—immediately. By doing so, you're setting your cause up for greater attention and success.

Don't believe me? Just check these guys out! They all have a very loyal base of followers, fans, and supporters.

And though I have categorized them into nonprofits and social enterprises, the general ideas will work for everyone!

NONPROFITS

Atlanta Dream Center reaches the lost, rescues those in need, and restores the brokenhearted through their three primary ministries: iAM (the homeless), Out of Darkness (trafficked and prostituted women), and Metro Kidz (at-risk children). 

What you should steal: Every time they rescue a woman or have ministry win, they share it on social media. It gives their supporters an opportunity to celebrate with them, see real-time updates, and for volunteers and donors, a chance to see their contribution at work. They also provide recaps and larger figures in their direct mail and newsletters.

IF:Gathering exists to gather, equip, and unleash the next generation of women to live out their purpose.

What you should steal: They do a fantastic job of showcasing their event as it is happening through social media. It's surprising to me, but many organizations don't seem to promote their event in action, only before and sometimes after. IF utilizes quotes, video, and photos through their social media that make you really want to be there. They also mobilize and empower their audience with their hashtag and a photo booth. While events are certainly not easy to pull off, they are a very simple way to get people interested in, and excited about, your cause. 

Orange provides resources and events for church leaders and volunteers to maximize their influence on the faith and character of the next generation. 

What you should steal: They regularly use guest contributors for the Orange Leaders blog. This strategy allows for plenty of content that they don't have to create themselves. Additionally, the contributors promote their post once it is published, providing additional traffic to Orange's blog and social media.

SOCIAL ENTERPRISES

Lamon Luther creates expertly crafted furniture by employing the homeless, thereby giving them a hand up, not a hand out.

What you should steal: Many people in the Atlanta area know, and love, Lamon Luther. Their furniture is always in high demand, it seems. And though they primarily produce goods for individual homes, they have done a great job at building partnerships with other businesses to drive demand, expand their reputation, and of course, obtain larger orders.

Raven + Lily is an ethical fashion and lifestyle brand dedicated to empowering women through jobs by design.

What you should steal: Everyone loves free stuff, and Raven + Lily fans are no different! Sometimes they host their own giveaway with one or two of their stylish products, and sometimes they team up with other ethical brands for a huge grand prize. Either way, I've got to assume this steadily builds their email list and social media following.

Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. For every pair purchased, a pair is distributed to someone in need.

What you should steal: They offer a fairly simple selection of eyeglasses and sunglasses, but they take advantage of holiday calendars in their marketing and make it work year-round. You'll find them reaching out to you via email or social media for back to school, summer, and even Christmas. They know holidays are on your mind, and they want a piece too.

Any other nonprofit or social enterprise marketing tactics that you recommend? Tell me what you've seen, or what's worked for you!

And if you find yourself short on time for new marketing efforts, here are five things you can stop doing this week that will free up some of your energy.

Other posts in this series:

• Ask the Experts: Marketing Trends and Strategies

• Marketing: What is it, and why do you need it?

• Marketing Plan: Is your mission missing its map? (Free Download)

• Stop Wondering What To Do Every Day

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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