So, for 2012, my one-word theme is: FOCUS. I thought and thought about it and everything just kept coming back to this word, this focus.

What will I use this for? What’s my plan?

• Focus on better understanding the types of individuals and businesses I work with. Knowing what it is that I do best and supplementing that with the right virtual team to support my clients.

• Help guide my decisions. Not getting distracted by those “shiny” objects. Knowing what my goals are and staying on track.

• Focus on myself, my business. Staying top of mind. No more deep-sixing things I need to do to grow my own business.

• Define business processes. Ensure I serve my clients in a consistent manner leading to higher productivity on my part.

• Staying on top of current trends. What I need to know or learn to help others,

My ultimate focus: To help you put the pieces together to break through the clutter. Be found by those that need your product or service. To enable you to focus on operating your business.

What’s your theme for 2012? Maybe it’s not a theme, per se, but what are the key factors … those key words … that are driving your business plan? What will help you focus on growing your business?

Related Articles:

• One-Word Theme for 2012: GROWTH

It’s a new year! Time for new beginnings … clean out the old, dusty stuff, freshen up the tried and true, and add something new to the line-up!

Here’s a few ideas and statistics from recent blog posts I found interesting … hope you do, too.

Digital Marketing Budget Trends for 2012 (Infographic)
Looking for a little guidance on allocating your budget? Take a look at this infographic. Great visual aid … In general, online marketing is averaging 17% of a marketing budget overall. How much have you allocated to yours this year?

Just a few stats from the graphic that grabbed my attention.

• 35% of today’s consumers spend 180 minutes or more online today
• 20% of Google searches by month are for local businesses
• 57% of internet users search the web everyday
• 46% of daily searches are for information on products or services
• By 2015, projected ad spending is $50 Billion – with mobile ad spending projected to be over $1.1 Billion
• Over 75% of marketers plan to include mobile in their budgets … because in 2013, smartphone users are predicted to reach over 60 million
• 57% of companies cited company blogs and LinkedIn as the source for generating  the most business

Source of blog and infographic: 6SMarketing

10 Trends for Online Marketers in 2012
My thoughts and takeaways from this:

• If you’re not yet using it, find opportunities to test mobile in your marketing line-up.
• Learn more about tablets and how they might fit into future marketing efforts for your business.
• Small biz owners should continue to invest in nurturing and expanding their email lists and building a customer database.
• Consider whether you need a way of accepting payment online.
• Location-based apps like foursquare.com haven’t been a favorite of mine; however, I really like the frontflip.com app. Its fun – you scan the flip code, it unlocks a digital scratch card, you get to scratch and possibly win a prize.

5 Internet Marketing Trends for SMBs to Watch in 2012
Good post for the small biz owner to check out.

• Small biz needs to be able to adapt to new ways of reaching customers.
• Online reviews where the consumer is able to rate the service and product are not only a key source when gathering information; they are fast becoming more of an expectation.
• Look at cloud computing alternatives. Dropbox is a great example. I use it with clients … easy way to share photos without clogging up my inbox, great place to store the images and so easy to access, too.
• Happy to see this article point out site security for the small biz. It can happen to any size company and does. Changing passwords can seem like a hassle, but it can help protect you. Be aware – phishing scams or malicious emails happen all the time.

A fave blog of mine is Social Media Examiner with 30 Social Media Predictions for 2012 from the Pros
This blog post is loaded with ideas! Just a couple that are on the top of my list.

• Tip #6 from Nichole Kelly. Look for and develop sustainable ways to create content.  Tip #8 from Lewis Howes tells us consistency and unique content are key.
• YouTube is coming more to the forefront (Tips #12 – Paul Colligan; #13 – James Wedmore). Video is engaging and can be lots of fun, too!
• Tip #16 from Stephanie Sammons. “Find and focus on the tools that can make you more productive and competitive.”

What trends and predictions are you planning for? What are the new things you’re adding to your marketing line-up? If you need assistance in figuring out what to stop, start and continue, let’s chat!

Had a chance to pick up resource tips at a recent networking lunch. Wide range of suggestions offered up. So thought I’d share.

1. Zite. Free, personalized iPad magazine that understands what you like and gets smarter every time you use it. Check it out when you have a minute.
2. Referral / strategic partners. Find those offering complimentary services or products and develop a business relationship. Or ask others to be on your own strategic business marketing advisory board.
3. Vision boarding. Visualize your goals by creating a board with images relating to them. I’m told this is a real incentive to helping you reach your goals. See it and it will become real.
4. Local small business office. Find great resources to help you run your small business. The ones in Kansas and Missouri offer free counseling to small business owners.
5. Join.Me. So easy to use! Loved sharing my desktop with a client to do a show & tell on how to use the WordPress dashboard.
6. SallyAnne Design. Local Kansas City graphic designer. Able to look at my clients’ files, clean them up into more effective marketing pieces, and help get them print ready in no time … whew!

What would you add to the list?

Today, I see things a little differently.

I’m now a fan. A convert.

What a great way to show – not just tell – your story …

So, what changed you ask? Working with a client who’s a public speaker and educator. As she puts it, video gives people a sneak peek at what they’ll be getting … snooze session or a more fun, lively and interactive session.

Never met this client face-to-face – we talk on the phone and email. Great personality. Understands her subject matter. Gets the point across with stories and humor. Of course, everyone says that. With so many public speakers out there today, how do you stand out? How do you get someone to choose you?

Let others experience the real you … through video.

Testimonials are great. But for her video is an even stronger medium. Now I’ve actually met her through her video clips. And I love them, too …they show you exactly the kind of experience you’ll get. The kind of speaker she is. A few snippets from actual presentations. See for yourself.

Just a few rambling thoughts for today … What’s your favorite media channel?

For more video clips: Lorie Eber YouTube or Aging Beats The Alternative

I love to hear new ideas. Learn new ways to do things. Engage with others. Share information. Meet new people. The Summit gives me the chance to do that. And hopefully learn more about the recent changes, too!

How to sessions. Developing social media strategy. Engaging your audience. Panel discussions. B2B and B2C discussions. All kicked off by keynote speaker, Guy Kawasaki, How to Use Facebook to Enchant Your Customers and Prospects.

Gotta love technology, too. It’s virtual … meaning no travel. I get to join in from the comfort of my own office!

So, follow us on Twitter and Facebook throughout the month of October. Or sign up for our email newsletter. I can’t wait to share what I hear with you!

Who do you Like? What do you read on your News Feed? What are you most interested in learning about Facebook and other social media?

Quick note: This is a guest post by a friend, Emily Soetaert. Just a quick thank you to her for her time and insight in putting this together.

When a customer becomes interested in what you have to offer, one of the first things they do is type your information into a search engine. Typically they’ll check the first two or three items that show up in the search. Maybe … just maybe … they might get to the second page … maybe.

Ideally, the first thing that should be listed in the search engine is your company’s website. What follows your website in search is typically whichever social media tools your company uses to advertise, further expanding your company’s online footprint. If this isn’t the case, look into Search Engine Optimization (SEO) options as well as Google listing settings to help push your site to the top.

What do you use now? Better yet, what could you be using?

As you look at your SEO action plan, here’s a sampling of questions to think about:

• What does your company’s online footprint look like now? What do you want it to look like?
• Does your company have a Facebook business page?
• Are your company’s privacy settings on Twitter set to public?
• Does the company offer incentives to followers? What are they?
• How often do these social media platforms get updated?
• What are the right social media platforms to use?
• What other SEO tools should we use?

And a few other thoughts …

Sites – websites and social media sites – that don’t get updated regularly may get first-time visitors that never return. Providing incentives to potential followers is key, as well as ensuring that content on each respective site stays consistent. If some sites are more neglected than others, your company risks confusing and even frustrating potential clients.

Make sure basic information can be located easily, such as location and contact information. Beware: Too much information does not always work in your favor. Cluttered sites are a turn-off to first-time visitors, so try to prioritize on a need-to-know and helpful basis.

Lastly, keep it clean. But not too clean. Obviously it’s important to keep content professional and up to social media etiquette standards. However, don’t let this diminish the tone of your company. Don’t be afraid to let the company’s personality come out in the web realm.

What are your thoughts on SEO? Do you do yourself or outsource? How is it working for you? Let me know if you’d like to chat more about this over coffee (tea for me!).

And if they don’t find you …
where will they go …?

It can be tough for small businesses to get visibility. Focusing your time and resources on a few things can make a difference. These are a few ideas I’ve used. Just wanted to share.

Get found … Blog

Online, a blog or website is your storefront. It’s you when you’re not there. A blog can be your business’ engine, especially if you’re in the service industry where your product is basically YOU. It gives your customers a way to get a sneak peek at your “product.” It can help you get found.

• Write posts that establish your experience and abilities.
• Link to other blogs that complement your product or service.
• Give your customers ways they can be better, faster, more efficient and more effective at what they do.
• Add your blog’s URL to your email signature and to your social media sites, such as LinkedIn, Twitter, Facebook  or other sites you’ve joined.
• Join a few blog directories.                                                                                                                                     
• Use FeedBurner and include a “subscribe by email” on your blog.
• Use sharing icons.
• Make sure your emails and email newsletters link to your blog.

Then, when you’re ready, contribute beyond the walls of your website and blog.

• Be where the people you need to reach are; then join that community.
• Become active on others’ blogs. Comment. Add to their story.
• Ask questions often when in others’ communities.
• Attend real-time gatherings, conferences and trade shows. Write blog content in the days leading up to an event.
• Attend social media gatherings, local events, meetups and Tweetups.
• Video and audio are great tools to build up an experience with current and potential customers.

Bottom line. Give to get.

Give tools, insights and pass on connections. But always remember: keep self-promotion to a minimum; this is about your customer, not you.

What are the ways you make your business visible? How do your customers find you? Let me know if you’d like to chat more about this over coffee (tea for me!).

Twitter is its own animal. When I talk to people about social media, this is the one where many screw up their face and say “I don’t get it.” It perplexes many.  “What do I say in 140 characters?” “I barely post and there’s already a dozen posts after mine.” “How will someone see what I put out there?” “Why should I use it?”

Good questions.

One way I use it is to gather information. Find out what’s on others’ minds. Today. In real time.

Start easy … with Twitter’s search feature. Search as you would on Google or any other search engine. Let’s use “aging issues.”

What do you get?

Twitter gives you all the tweets for aging issues. What’s being talked about. The great thing is that messages are added real time to your results page.

• Scroll through the tweets … find hashtags to drill down on other topics, such as #dementia.
• Additional resources. How to or informational articles. Associations or service providers. Blogs.
• You’ll also get People Results (on the right side) for aging issues, too … people you may want to follow.

Like this? Try Twitter’s Advanced Search. (You’ll find it in teeny type under the search box.) Narrow and focus by searching on more than one thing … open up your word search … find and follow hashtags … focus on specific people … search on places. Be careful. It’s easy to lose track of time!

Twitter is rich with information. You just need to know how to unearth it.

I’m getting it. Still have lots to learn though. Want to learn with me? Let’s get together and chat over coffee (tea for me!). And if you have a minute, love it if you could share how you use Twitter.

Photo © JohnKwan – Fotolia.com

 Link building is defined as “requesting links from webmasters of other sites for the purpose of increasing your “link popularity” and/or “PageRank.” Considerations for link building can include directory submissions and press release syndication” (from www.SEOGlossary.com). Or check out Google’s page of definitions.

3 reasons to use link building:

1. Raise your search engine rankings. Translating to more traffic and (hopefully) more sales. It’s kind of like giving a “vote” to your site. Google – and other surfers – have a tendency to trust what’s said about your site if it’s coming from more of an objective source.
2. Visitors follow links. Out of curiosity. To find more information. Again translating to more traffic and (again, hopefully) more sales. Those who follow links are primed. You’ve caught their attention with good anchor text so they’re already expecting what you have to offer and could be some of the highest converting prospects to your site.
3. Help position you as a leader in your industry. How? Gaining relevant, credible, high-ranking links adds credibility to you, your site and the information you provide.

One final thought. Google pays attention to the quality of links in and out of your site and less about the quantity. So, it’s in your best interest to invest a little time and energy before requesting or accepting a link invitation.

What do you do to find quality links?

If you like, leave a comment. I’d love to know your thoughts. If you need a little assistance, let’s get together and chat over coffee (tea for me!).

• Tip #1: Growing your network doesn’t always have to be a face-to-face or voice-to-voice interaction. Out of the 5,000+ sites and platforms probably more than half allow you to set up a profile, which can be either personal or business. Join groups where there are people you want to connect with.
• Tip #2: Don’t confuse size with value. We each have the opportunity to connect with hundreds of people. You only have a certain amount of time in your day, your week, your month … your life. Focus on making connections where there will be a return on your effort. Connect when there is value to the relationship; not just to increase the number of people you’re connected to.
• Tip #3: Ensure you have quality in your connections. That means you need no introduction to those in your inner network circle. You could pick up the phone or send an email and feel comfortable in talking with them. Take that a step further. Think about who may be a “qualified” intro away. Is there anyone in your inner network circle who could introduce you?
• Tip #4: Prune your networks every so often. Its okay to cut out the dead weight. If you can’t recommend someone, they probably shouldn’t be in your inner network circle.
• Tip #5: Build your reputation as a “go to” person … someone who can help others get connected. Someone who knows the industry. For example, you may be a real estate agent talking with someone who needs furniture. Why not give them the names of a couple of stores where you know they’ll get treated right?

On average, give away 10 pieces of “value” for every withdrawal you make from your network. Always give more than you get. If you need a little assistance, let’s get together and chat over coffee (tea for me!).

If you like, leave a comment. I’d love to know your thoughts. What has helped you grow your network?