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marketing big companies

Marketing for Big Companies

How do you scale up, when you can barely keep up with the scale you have? That’s the question many businesses—big ones and small ones too—ask themselves about all sorts of tasks. They may not know how to take their sales bigger, for example, or what to do about marketing. But there’s a tool that anyone can use in order to figure you how to increase sales opportunities.

The Ansoff Matrix helps companies look at strategies for diversification and penetration, among other things. You take a deep dive into four topics and ask yourself questions that help to analyze those opportunities. For example, market penetration may be all about where you are located and what hours you’re open, or if you can open any other sales opportunities, such as online ordering. These kinds of analysis exercises are part of enterprise marketing, and this graphic helps to explain them in more detail.

The Big Leagues of Marketing: How to Be Successful in Enterprise Marketing

employee advocacy

Employee Advocacy: Word of Mouth Marketing

Social media is a new form of word of mouth marketing. Word of mouth marketing can be very powerful, so it makes sense to have your employees advocating on behalf of the company via social media. According to an article by Fast Company, leads through employee social networks convert seven times more often than any other leads.

People trust people more than they do brands. This is why employee advocacy makes sense.Click To Tweet

Employee advocacy also allows you to improve your reach. By asking your employees to share your messages, you can instantly boost your audience by leveraging their networks. Employee advocacy happens when employees share content on social media channels, including LinkedIn, Facebook, Twitter, Instagram, etc;.

Before you dive in, here are a few things to consider:

Establish Guidelines

Set up company guidelines for what your team should and shouldn’t share on social media. Provide a brief training and best practices for sharing messages online.

Define Your Goals

What are you trying to accomplish? Is it brand awareness? Are you trying to direct traffic to your website? You can’t manage what you can’t measure.  Set goals and identify the key performance indicators (KPIs) that will show when or if you’ve reached your goals. Determine what the value of your followers and likes really means and find ways to measure those results. 

Offer Incentives

Offer incentives to encourage employees to take the time to promote your company on social media. In turn, ensure those active employees are sharing messaging that is in alignment with your marketing goals. Offer incentives for sales leads that come through employee social media accounts.

Make Workplace Culture A Priority

Strong workplace cultures attract and keep talented people, and directly improve the bottom line. People will want to advocate for the company if they feel good about being there, and believe in the product or service. Workplace culture directly effects performance. It is improved and cultivated by strong relationships.

In addition,

Establish a company culture that is social media friendlyClick To Tweet Don’t be afraid to share suggested messages from your marketing or social media teams, inspiring employees to create their own with their own voice and style.

Track Progress

Employee advocacy can be a little scary letting employees post on their own on social media accounts. However, authenticity is very effective, so you want it to truly be genuine to be effective. As long as employees have an understanding of guidelines and policy, employees should know how to represent appropriately, but monitoring will be important to make sure employees aren’t posting anything inappropriate and inflammatory. Track progress to gauge which employee posts are most successful at accomplishing goals and recognize those employees who do it well.

Social media marketing takes time, effort and strategy to see results. With patience and analyzing your efforts, you are on your way to reaching your goals.


social media marketing

Social Media Marketing: What To Do, What Not To Do

Social Media Marketing is not so new anymore. It’s no longer a consideration but an integral part of one’s overall marketing strategy. Even with that being the case, it’s still new to many people. It’s new for those who are just starting a business or career, and it’s new for those who are late to the game.

Recently I had the honor of presenting on social media marketing at ICLE’s Probate & Estate Planning Institute with Terrence Quinn, Estate Planning Attorney. Terrence was presenting, “Marketing Matters” which discussed how to market your law practice. He brought me along to discuss social media. I thought it would be fun to discuss the Do’s and Don’ts.

Whether you’re late to the game or just new to business, you need to know a few rules. What better way to illustrate some of the most important rules than with a few “do’s and don’ts?” Here are 5 that I outlined at the presentation that I feel are key for starting off right and positioning yourself for many wins.

Let’s count them down!


The content you share should help make your audience a more informed consumer.Click To Tweet Your content should be valuable and relevant. Offer tips, industry news and recommendations. Social media marketing can help to brand you as an expert in your field, and a thought leader. Take for example, my client, Attorney Terrence Quinn. When  Michigan’s Fiduciary Access to Digital Assets Act was announced, Terrence immediately wrote an article explaining what it meant and what you need to do. This is how you join in on a conversation that is relevant to your audience and establish yourself as an expert.


My friend Brooke Ballard of B Squared Media always says, “Think Conversation.” Not only should you be sharing relevant content but you should be having conversations. Take the time to comment on posts, reply, retweet, ask questions and share. Be present even if it’s just a short time but be consistent. Conversations build relationships. Relationships lead to business.


Or, like you SHOULD offline. When you’re at networking events you’re looking to make connections. You don’t just walk up to people and start talking about yourself and your business. That is so not social. Think about how you feel at networking events and what you do or don’t like when you’re networking.


Some professionals, like lawyers, are restricted from soliciting business under the Rules of Professional Conduct. GREAT! That’s doing it wrong anyway. People like a soft sell on social media. They like to do business with people they like and trust. This is achieved by developing relationships. Gain their confidence by providing value. Most people are tuned into WIIFM – What’s In It For Me? Focus on making your audience more informed and having conversations.


Have you ever heard the saying you can do anything but not everything? This is true with social media marketing.Click To Tweet Do what makes sense for your business. Know your target market and where they are hanging out online. By all means, don’t try to wing it. You need a plan. Plan where, and plan how by doing your research. You could simply survey your customers or clients as one way of learning more about your target market and what their habits are.

On the flip side of research, do know that your audience is doing their research. It’s called Google. When they search, are they finding you or are they finding your competition? If they’re finding you what are they finding?

Keep these important rules in mind when beginning your social media marketing journey. Set yourself up for success.

rock linkedin

Utilize These LinkedIn Tips To Rock Your Profile

LinkedIn can be a powerful platform for professionals and entrepreneurs alike. When used properly, you can attract the attention of job seekers, recruiters or potential customers who want to utilize your services. In order to do that, you need to take the right approach to setting up your profile. Utilize LinkedIn’s platform and features to highlight your strengths and stand out.

Don't treat LinkedIn simply as an online resume. Set up your profile to help accomplish your goals.Click To Tweet

Here are  some tips to do just that:

Customize Your URL

It’s much easier to publicize your profile with a customized URL. Ditch the assigned numbers that you get upson sign up and make it personal, (ideally with your name, such

On the Edit Profile screen, at the bottom of the gray window that shows your basic information, you’ll see a Public Profile URL. Click “Edit” next to the URL, and specify what you’d like your address to be. When you’re finished, click Set Custom URL.

Make Your Headline Sizzle

Skip the standard job title and company. Instead, use that space to succinctly showcase your specialty or value proposition. The more specific you can be about what sets you apart from the competition, the better.

Own Your Summary

Own your summary by writing in the first person.  Writing in the third person appears odd. Everyone assumes you wrote your summary anyway. No need to separate your accomplishments with your identity. Writing about what you did shows confidence and just makes sense.

Highlight Your Experience

Not unlike like your resume, your LinkedIn profile is a place to highlight your best accomplishments. Use your profile experience section to describe what you did, how well you did it, and who it impacted.

Show and Tell

Do you know you can add video, publications, documents and presentations to your LinkedIn profile? You can and you should! This is a site where people ARE interested in what you can do. On LinkedIn you can tell them AND show them!

Be Strategic About Endorsements

Endorsements on LinkedIn are great. But make sure you manage them. You can edit the recommendations listed on your profile. Keep your skills updated and don’t over list them. Be sure they reflect relevant skills.

Connect With Intent

How connected are you? On LinkedIn, you should connect with at least 501 people. This is because LinkedIn will show how many connections you have until you hit 500. People like to connect with “connected” people. Just make sure you connect with intent and purpose.

Don’t Default

LinkedIn has a default connection message that states“I’d like to connect with you on LinkedIn.” Don’t settle for that. Use this opportunity to stand out. Tell them why you want to connect and use this as an opportunity to show how much you value making this connection.

Use LinkedIn’s Publishing Feature

The Pulse publishing platform is a valuable way to share original content that is relevant to your business, increase your exposure and establish yourself as a thought leader. It’s also a great place to repurpose older content from your blog that is still relevant. You’ll get new life from your “evergreen” content and expose it to possibly a whole new audience.

Take advantage of these great ways that LinkedIn has made it easier to network and spotlight your skills in a digital way. You’ll stand out and maximize your chances of gaining opportunities for new business.


Your Daily Social Media Task List

As a business owner you know that it is not just important to have an online presence, it’s mandatory. You have to go where people are and these days people are on social media. In the world of social media marketing there are so many platforms, so much to do and it’s constantly evolving. How does someone with probably already too much on their plate keep up?

If you’ve put in any sort of effort to social media, you know that it is a big job that requires a lot of time. As a business owner you may decide to manage your Social Media accounts on your own or hire someone to do it yourself. Either way, you still have a role to play.  How do you tackle such a big job? You approach it like anything else that is huge: consistent small steps. Consistency will be the key. Don’t let the work build up, stay on top of it daily.  A great way to do that is by having a daily social media task list. This way, you’re getting a little bit done everyday which will add up over time,  and you’re saving time in the long run.

Your Daily Social Media Task List:


It may seem obvious, but make it a point to log in daily to check your account. If you aren’t in the habit of signing in, you have to remind yourself to do just that.


Responding and responding in a timely manner is important for your business. No one wants to be ignored. Make sure you are checking all your notifications and inboxes daily. Be proactive about negative feedback. If someone posts a negative comment make sure that you address it openly so that other potential customers see that you are addressing it.


Post new content daily. Make sure the content is relevant to your audience . Whether it’s an article, a video, infographic, photo or text, share at least one thing each day on your networks.  Sometimes you may simply want to ask a question to encourage engagement. You can always use a tool like Buffer to schedule content ahead of time.


Social Media is about building relationships. Maintaining and developing relationships is important. Genuinely reach out to someone in your network and start a conversation. Reply to a tweet, comment on a status or blog post. Having conversations is a crucial part of your daily social media task list. Building relationships lead to doing business.


Retweet, mention, like, share or comment on content that others share. It’s likely that they’re return the favor.


Set aside a few minutes to jot down a few ideas for content that you can create. If you experience something with a customer or client that you think would be valuable  to share with your audience, jot it down. It may help you write a blog post or craft a helpful tip to your followers. You’ll also want to curate content that other people write so that you can in turn share this with your audience. I like to use Swayy and Google+ . These are my go-to places for curating content. If you work on this daily, you’ll begin to store up content and spend less time hunting for it.


Facebook and Google+ provide analytics that help you see what content is working best, who you’re reaching, when you’re reaching them and more. Stay on top of this so you are making the most of your time and effort. Is your audience growing? What’s getting the best engagement? No need to share content that no one is responding to. Find out what’s working for you. If you use a scheduling tool like Buffer or Hootsuite, they provide you with analytics as well.

If you set aside time to do these steps for just a little time each day, you will see the benefits in the long run. Business owners understand that nothing happens overnight. It’s those small consistent steps that make a huge difference. Do you have a daily social media task list? What things do you do to stay on top of your social media marketing? Please share below.

Google Apps For Business Gets New Features

If you follow me online you know that I am a big fan of Google products. In my opinion, Google very smartly provides products that make businesses work smarter and more efficiently. Just recently, Google rolled out new updates in their business tool suite for Google+ and Hangouts.  Google continues to make the Google Apps for business suite something that provides an easier way to connect and collaborate with co-workers using improved business focused features.

If you aren’t familiar with Google Apps for business, it provides professional email, online storage, shared calendars,  docs, video meetings and other features. Google describes it as “built for business, designed for teams.” Google Apps for business is a cloud-based productivity suite for your business that helps you get work done wherever you are using any device.

One of the newest enhancements allows Google Apps for business users to start Hangout video calls directly from calendar events with up to 15 people. Before this update the limit was 10. This allows you to have a quick meeting, have a conversation where you can simply jump into a Hangout straight from the Calendar or even from an email invitation.

More updates give Google+ improved control options that help keep confidentiality within the organization.

Administrators can now:

-Prevent posts and communities from being shared outside your organization by default.

-Restrict access to Hangouts On Air.

-Set up the default for profile discoverability.

-Control  third-party apps that use Google+ APIs.

-View users in your organization to see which ones have Google+ profiles.

Employees can:

-Override the default-sharing setting for communities and posts.

-Update their profile discoverability

-Choose to join video calls by a specific URL or with the Hangout name using

-Create a Hangouts video call that is private to their specific domain. Other guests join in on the video calls, but not without an invite.

These new features will be available to Google Apps customers as soon as they register for the Google Apps for business. Current users will be able to access the features in July.

photo credit: <a href=””>RaHuL Rodriguez</a> via <a href=””>photopin</a> <a href=””>cc</a>