Melanie Kissell

What Do a House Painter, an Author, and a Musician Have In Common?

These three varied professionals might be on the same bowling league or they might even support the same charities or maybe all three love coffee.

Who knows? I don’t have a clue.

I didn’t pry into their personal lives.

But when I was introduced to these creative, hard-working, and highly-skilled gentlemen to give them some tips on promoting their work, it was very clear what they had in common …

“Leaky bucket marketing” – their shared nemesis.

I’ve never seen marketing buckets with so many holes!

The biggest and most apparent hole for the house painter, author, and musician in question?

The gaping hole of online marketing — how to spread their awesomeness around the internet and ways to boost their online visibility and credibility.

A marketing bucket with a really large hole is, obviously, not functional. It serves no purpose. Won’t work.

So how do you fix leaky bucket marketing?

First, let me toss a big fat caveat into the bucket (Or you can call it a “brief commercial break”, if you like).

I don’t “teach” online marketing and I don’t “perform” online marketing activities for solopreneurs or small business owners.

My tent is pitched in the “consulting” camp.

Got a question? I’ll answer it. Looking for a resource? I’ll provide it or I’ll find it. Need a marketing plan? I’m your gal. Don’t know how to use social media? You’re not alone. I’ll be your guide.

[End of caveat]

I hope that announcement gave you enough time to run to the kitchen for a tasty snack.

Now back to vanquishing leaky bucket marketing — specifically, repairing a gigantic hole in online marketing.

The following three items are needed to repair the hole:

1. 1.) Online Marketing Brainstorming Sheet

Your next great marketing strategy may hit when you least expect. Use electronic means or a simple sheet of paper to keep notes of any strategies you want to recall and possibly implement.

When an idea strikes, write it down!

2 2.) Online Marketing Calendar

Leave the mystery out! Create an annual or monthly calendar and fill in specific marketing activities you plan to work on every day.

Time and Date is a great resource for free calendars.

Examples of online marketing activities:

Get listed in small business directories
Write article and submit to article banks
Create social bios
Promote with video
Create page at Google+, LinkedIn, Facebook
Post in online forums
Create an online photo album
Write testimonials for other businesses
Create an ideal client/customer board on Pinterest
Start a Google+ hangout
Create free auto-responder e-course
Generate blogger buzz
Get listed in blog directories
Create a Power Point for Slideshare
Get listed in geo-targeted directories
Write and distribute a tip sheet
Write and distribute a viral e-book/manifesto
Present a teleseminar
Add mp3 of teleseminar to your website and/or itunes
Register at Amazon and review books
Support an online cause
Record a podcast
Upload podcast to Sound Cloud
Get listed in niche directories
Start a free internet radio show
Get listed in shopping sites
Build a Squidoo lens
Create your website press room
Create an online newsletter
Get listed in ezine directories
Post comments on blogs in your niche

3 3.) Online Marketing Plan

No need to create a lengthy complicated document. Use the K.I.S.S (Keep It Super Simple) principle to design a plan that’s easy to understand and easy to implement.

Not sure where to begin? No problem.

Let’s pretend YOUR nemesis is leaky bucket marketing and you’ve hired me to be your marketing consultant. (Of course, you can’t hire me to fix that leak unless you have a sense of humor and you like to have fun. I won’t work with a stick in the mud. That’s my rule and I’m sticking to it.)

As part of your initial consultation …

I’m gifting you your very own Online Marketing Plan Template. (No opt in required) Rumor has it online marketing consultants are in abundance these days so this is my way of saying “thank you” for choosing me.

Wasn’t that fun?! We just met and you’re going home with a present … and a marketing bucket with no leaks.

The professional house painter, published author, and accomplished musician I consulted with also went home with special presents.

I love a happy ending … and a happy client.

Name your nemesis in the comment box and we’ll work together to vanquish it!

Image credit: Tobias Schlitt

This post is part of the awesome Word Carnival. Read more posts on this month’s theme: Vanquish Your Nemesis: A Guide to Conquering Small Biz Evils

Turn Your Blog Into A Perpetual Valentine | Put A Little Love In Your Blog

by Melanie Kissell 24 Comments

Custom design graphic by Evan Austin

Valentine’s Day is over but that doesn’t mean you can’t turn your blog into an everlasting valentine.

“Think of your fellow man. Lend him a helping hand.” (The opening line to the song in the video at the end of this post) Do give a listen!

So how can you put a little love in your blog by lending a helping hand?

Answer questions from your commenters.
Share useful resources.
Craft “How To” posts.
ASK your readers what they need help with.
Create a tab that lists your products and/or services.
Let readers know you are open to guest posts.
Write a tutorial post.
Share case studies.
Provide a way for people to contact you.
Express your interest in joint ventures.
Create clear C.T.A.’s (Calls To Action)

Continuing with the lyrics from Al Green and Annie Lennox …

“Take a good look around. And if you’re lookin’ down, put a little love in your heart (blog).”

Everyone has rough patches in their lives — personally and professionally. At least I haven’t met anyone who’s escaped them! Solopreneurs, especially, can feel isolated and sometimes downright lonely.

So how can you help people to start lookin’ up when they’re feelin’ down?

Tell stories about how you’ve overcome obstacles.
Incorporate bits of humor into your posts.
Share inspirational quips, videos, photos, articles, quotes, or cartoons.
Have a witty way about you? Great! Display your wit. Let it shine!
Lead your readers to an online gratitude journal.

Moving along in the song …

“I hope when you decide, kindness will be your guide.”

Don’t come off like a Philadelphia lawyer! Strive for a casual tone and write conversationally.
Your online reputation matters. Treat your readers and fellow bloggers with dignity and respect.
Take a deep breath (and maybe even some time out) before responding to derogatory comments.
Remember newbie bloggers are “new”. They need guidance and direction, not negative criticism.

So put a little love in your blog!

“And the world will be a better place. For you. And me. You just wait and see.”

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This month, we’re trying something a little different for the Word Carnival. Instead of a topic, we’re going with a theme, and that theme is love. We hear it’s all you need. Check out all the other awesome Carnies here to catch their creative takes on this month’s theme.

Filed Under: Blogging Tagged With: Al Green, Annie Lennox, Blogging Tips, Evan Austin, Graphics by Evan Austin, Valentine's Day

Motivation and My Gas Tank

by Melanie Kissell 32 Comments

Ever run out of gas?

Then you know the vulnerable and uneasy feeling of being stranded right where you are until you get some gas in your tank.

The engine in your vehicle won’t crank over without fuel. You’ll be left to rely on “foot” power to reach your destination unless you gas up.

Motivation works the same way.

It’s an internal component that drives you to reach your personal and professional destinations — meeting deadlines, finishing projects, fulfilling your dreams, developing and nurturing relationships, taking that next step, and sometimes, just getting through the day.

Motivation is something each person has to kindle themselves.

If I don’t constantly refuel my motivation tank, nothing much gets accomplished. I bet the same is true for you, especially if you’re a solopreneur.

Ever run out of entrepreneurial motivation?

Then you know what it’s like to tread water. Your arms and legs are moving furiously– but you’re not going anywhere. And it’s very tiring. It can also be disheartening.

It’s easy to give up when you’re not motivated. Without filling your motivation tank, your business won’t move forward.

So how do you beat the motivation blues and learn to love your business again?

Be kind to yourself.
Surround yourself with positivity.
Ask yourself what you want and make realistic goals.
Acknowledge your attributes.
Celebrate the small victories.
Recognize your progress.
Believe in yourself.
Don’t compare yourself to others.
Take it one day at a time.

Intrinsic motivators win every time!

Dan Pink, career analyst, talks about “The Puzzle of Motivation” in the video below and why “Autonomy, Mastery, and Purpose” are much better motivators than fortune and fame. (And he shares some very enlightening and fun scientific proof!)

I love the part where Dan talks about solving “the candle problem”.

This month’s Word Carnivals topic is “Beating the Motivation Blues: Reboot, Re-energize and Learn to Love Your Business Again.” Play ring toss, step up to the shooting gallery, or ride the merry-go-round by checking out the rest of the Carney posts here: January 2013 Word Carnivals

Photo Credit: Salvatore Vuono

Filed Under: Motivation, Word Carnivals Tagged With: autonomy, Dan Pink, gas tank, Mastery, motivation, passion and purpose, small business motivation, Ted Talks, Word Carnivals

Out With The Trash And In With The Treasures

by Melanie Kissell 57 Comments

I know letting go is a tough thing to do

But it may be the best decision for you

The clock keeps on ticking and days fly on by

You can’t get ahead and you’re ready to cry

Social media is a rabbit hole that’s ever so deep

Use it wisely or suffer the perils of lost sleep

Unproductive activities will slow success down

Keep yourself focused and don’t clown around

Give up the clients who don’t follow through

They are lacking respect for all that you do

Wisest of biz coaches will always profess

Discard the rotten eggs and savor the rest

Bid a grand farewell to needless irritation

Say goodbye to anguish and aggravation

There’s an audience out there who’ll always be true

All those customers and clients who believe in you

Clear out your hard drive of unwanted files

Make trim and lean your new personal style

Network with people who will bolster your passion

Collaboration and bartering are always in fashion

Harvest inspiration and release all that worry

This isn’t a race so there’s no need to hurry

You don’t have to panic or clamor or sweat

Because all of that icky will lead to regret

Zero in a project that will bring in the dough

And then market it smart and market it slow

Let go of the stressors and all of the pressures

It’s out with the trash and in with the treasures!

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This month’s Word Carnivals topic is “Letting go: How and What to Trim to Keep Your Business Lean and Focused”. My post is just one of many. Play ring toss, step up to the shooting gallery, or ride the merry-go-round by checking out the rest of the Carney posts here: November 2012 Word Carnivals

Filed Under: Service Business Owners Tagged With: Business coaching, Business consulting, Online marketing, Slow marketing

Straight A’s And Not A Snowball’s Chance In Hell Of Making the A-List Online

by Melanie Kissell 40 Comments

Please play along with me.

I promise it will be relatively painless.

I’m holding up a large flashcard that reads:

“A-List Bloggers”

Quick!! Say the first name that comes to mind!

Oh, darn.

It wasn’t ME, was it?

That’s okay. I love you anyway.

You’re here and you’re reading this. That’s what matters to me.

Not sure I want to rub elbows with the A-Listers. Whaaaa ??!! That’s right.

Know why?

It’s not because I lack confidence or creativity. I’ve got plenty of both. I’m bright, capable, and loaded for bear when it comes to great ideas and worthwhile messages to share.

It’s because …

Some of the A-List bloggers, online marketers, copy writers, coaches, consultants, etc., are truly awesome professionals BUT some are … well … in my book, not so awesome.

Better stated, not so honorable. (If you’ve been online for longer than a day, I’m sure you know what I mean.) I’ve witnessed my fair share of hypocrisy and I don’t care to invest another ounce of energy in that type of culture.

Let’s just say not all the folks sitting on the revered A-List are my cup of tea.

I much prefer to wrap my brain and my heart around Slow Marketing.

Do you remember the “Honor Roll” in school?

Now there’s a list I WANTED to make. And it wasn’t exactly easy to earn that honor, either.

But earn it, I did! Many. Times. Over.

I put my nose in my textbooks, sacrificed a lot of weekend socializing, and burned the midnight oil to earn those straight A’s on my report card.

I was exceedingly proud to have my name appear on the Honor Roll with all the other Butt Busters!

Making that particular A-List meant something. It meant the kind of recognition that had a mound of respect attached.

And along with that respect …

Came the expectation of stellar, commendable behaviors and little incidentals like … uh … scruples.

Note to all you coveted A-Listers out there:

Some of you are doin’ it right and hittin’ the mark.

You’re producing outrageously valuable content, collaborating with the little-known internet stars, and putting your (very) best foot forward to help others succeed.

And you’re doing it with … drum roll, please … integrity!

Please don’t ever be swayed to shift to the other side. Please.

And the rest of you on that list?

I don’t believe I saw your names on the Honor Roll.

Image Credit

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This post is part of the October Word Carnival; a monthly group blogging event specifically for small business owners.

It’s the most fun you’ll have all month!

Check out the rest of the fabulous Carney work here: Word Carnivals

Filed Under: Word Carnivals Tagged With: A-list bloggers, Blogging, Honor Roll, monthly bogging event, Word Carnivals

Marketing Part 4: I Need A Marketing Plan To Promote My Talent Online. Thing is … I’m Clueless.

by Melanie Kissell 16 Comments

Did you catch Part 3? No? Then get your fishing pole and go catch I Want To Promote My Talent Via Social Media. Will It Work?

Dear Clueless,

You’re not alone.

Don’t despair.

Just please take my mantra to heart:

“Make a marketing plan or plan to make a marketing mess.”

Creating a marketing plan to promote your talent online does not cause migraines or paralysis.

Heck, it can be fun!

And your plan does NOT need to be a lengthy formal document … despite the nasty rumors.

I could go ahead and list all the essentials to include in your marketing plan but instead …

How about I toss you a spiffy Quick and Easy Market Plan AND Market Calendar from my friend and blogger extraordinaire, Michelle Shaeffer?

That should do the trick!

I’ll exit with this little poetic ditty:

To market! To market!

Without a plan

Means back to the drawing board

(Or vision board)

From whence you began

Comment Box Call to Action:

What do you think is the most important component of a marketing plan? If you haven’t yet created a plan to promote your talent online – what’s holding you back?

Filed Under: Marketing, Online Marketing Tagged With: business plan, Marketing, marketing plan, Michelle Shaeffer, Online marketing plan

Marketing Part 3: I Want To Promote My Talent Via Social Media. Will It Work?

by Melanie Kissell 12 Comments

Did you skip Part 2? Grab that jump rope of yours and skip rope over to I Have Plenty of Talent. If Only I Could Find Customers (or Clients) Online.

Will social media marketing work for you?

You’re not going to like my answer but here goes…

“It all depends.”

Promoting your talent via social media will work … IF you work it.

Let me explain …

Social media marketers are not lazy people.

They’re tenacious, determined, nose-to-the-grindstone people.

They’ve done their research and plenty of it!

They’re more than aware of where their target audience is hanging out on the internet.

They’ve chosen a social media channel or two (or maybe three) and they work those sites … DAILY.

Consider this:

Just because Facebook has a billion users doesn’t mean diddly squat if you don’t know how to tap into the right audience there.

And do you know, for sure, your potential customers or clients are Facebook users?!

Your target market may very well be spending their social media hours on Slideshare or Pinterest or Sound Cloud or You Tube or …??

As far as Twitter goes, it’s pointless to set out to collect tens of thousands of followers (even though some nincompoop will give you that crappy piece of advice).

That old adage, “There’s power in numbers” does not apply to Twitter.

By the way, my friend and fellow blogger, Martha Giffen, has a great 3-part program called Tweet With Martha if you’d like to become a master at using Twitter for profits.

The bottom line …

I know it sounds like going back to school again, but do your homework if you’re serious about marketing your talent online.

Do the assignment of figuring out which social media channel or channels you need to work.

Then turn in your homework every day by consistently showing up in those virtual locations to:

Answer questions
Ask questions
Share resources, tools, articles, ideas, videos, music, images, and tips
Offer words of encouragement and inspiration
Collaborate with colleagues
Host a contest, sweepstake, or giveaway
Announce special events of interest to your audience
Actively participate in groups or forums
Share your latest blog post
Make new connections
And have lots of fun

Comment Box Call to Action:

Are you getting good results using social media marketing? If not, what is your biggest challenge or stumbling block?

Image credit: http://www.flickr.com/photos/mikeygottawa/2221152288/

Filed Under: Marketing, Online Marketing Tagged With: Marketing your talent online, Martha Giffen, Online Promotions, Social Media Marketing, social media success, Tweet with Martha

Marketing Part 2: I Have Plenty Of Talent. If Only I Could Find Customers (or Clients) Online.

by Melanie Kissell 10 Comments

Did you miss Part 1? Pedal your bicycle backward till you bump into I Want To Promote My Talent Online. Where Do I Start?

Nothing about marketing your talent online is hard. NOTHING.

All the marketing tools and resources you could possibly desire are available in ever-increasing abundance and, oh, so easy-peasy to use!

But here’s the Big Fat Caveat (also known as the “catch”):

To become a successful online marketer demands incredible patience, time, and consistent effort.

If anyone has the crust to tell you otherwise, my guess is they’re trying to “sell” you a pig in a poke and I’d bet there’s a big dollar sign attached.

There’s no magic wand, spell, or potion … or $97 program that’s going to market your talent for you. YOU have to do the work. You’re the CEO of your own talent. Of course, you could always hire someone if your budget allows.

Let’s tackle today’s marketing issue – finding your target audience (your potential ideal customers or clients) online.

But first …

Get down to the nitty gritty and “define” who these folks are. I can’t underscore this enough. Develop a customer/client “profile” so you’re not wasting your precious time marketing to uninterested parties. Write down every single adjective, fact, and facet of “who” you should be marketing to. Leave no demographics stones unturned.

Okay, on with the show …

I’m going to use the example of a Real person who’s REALLY talented to demonstrate how to find people online who are most likely interested in what he has to offer. (You can interject your own talent into these strategies)

His name is Shannon Lee from Leo Red Studios in Glendale, Arizona. He’s an accomplished musician and musical producer. Shannon is gearing up to release a brand new album in January, 2013 entitled Groovin’ Down.

Here’s what I suggest Shannon do to connect with potential buyers:

1.) Engage, engage, engage! Introduce yourself to like-minded music lovers and fellow musicians.

Hop up into your friendly search bar and type in keywords like “social networks for music lovers” and initiate some conversations. No selling, just conversing. People buy from you after they get to know, like, and trust you.

When I did this search, here’s what I found:

http://www.last.fm/

http://sworly.com/

https://mog.com/

http://www.flowd.com/

http://soundcloud.com

This is just the tip of the relationship-building iceberg. Also look for music-related groups and forums to join.

2.) Get interviewed! Head over to Blog Talk Radio and search for top musicians talk radio podcasts. Check out some shows that are appealing to you as well appropriate for the kind of music you produce. Comment on their broadcasts and let the hosts know you’re available for interviews. Wouldn’t hurt to mention you have a new album coming out (Hint-Hint).

3.) Create some excitement and anticipation, pique people’s curiosity, and stir up some interest in your upcoming album by creating a video trailer.

Upload it to video sharing sites (ones that are also social networking venues where you can make new friends).

4.) Search for opportunities on Facebook to spread the word about your album. For example, click the “Like” button on The Music Page Promotions.

Description: “This page is for the bands, musicians, and artists to share their music and info as well as a place for fans to discover new music. Please feel free to post your stuff.”

Look for similar promotional opportunities on Twitter, LinkedIn, Pinterest, and other social media channels.

5.) Make your website work for you! Create a page devoted to your new album and host a giveaway on that page. People love to win things and they’re apt to “share” this kind of fun opportunity with others.

Give away a copy or copies of your CD by using a totally free platform like Rafflecopter.

Make this a “dual purpose” endeavor. Set your giveaway up to get more Twitter followers and Facebook fans (more potential music-loving customers).

Although this is a short list, are you seeing a “running theme” in these strategies for finding your target audience online?

Marketing your talent online is all about “people connection” and starting conversations.

Comment Box Call to Action:

What talent are you marketing online? And how are you finding potential customers or clients?

Filed Under: Marketing, Online Marketing Tagged With: finding your target audience online, online marketing platforms, Online marketing strategies

Marketing Part 1: I Want to Promote My Talent Online. Where Do I Start?

by Melanie Kissell 2 Comments

As I always say …

“Begin at the beginning.”

(They don’t call me “logical” for nothing)

But before I dive in, I’m going on the premise you know exactly “who” you’re marketing to.

You’ve defined your target audience, right?

What! Some of you haven’t done that yet? Uh, oh. Look for some tips in Part 2 of this series.

Today let’s stick to the subject of marketing.

Start by determining the online marketing method/s and platforms you ENJOY most.

Which of the following statements resonate with you?

I love being in front of the camera
Hanging out on Twitter is really cool.
Blogging makes me happy.
I’m proud to say I can put together an e-course in no time flat.
Article writing is simple and fun.
Teleseminars are my comfort zone.
Creating a press release is a piece of cake.
Podcasting is awesome.
LinkedIn groups are the greatest way to network.
Making a Squidoo lens is a cinch.
I totally enjoy being interviewed.
Answering questions on Quora is the perfect opportunity to showcase my expertise.
Joint ventures can’t be beat.
I can write an e-book effortlessly.
Slideshare presentations let my creativeness shine through.
I’m hooked on Pinterest.
The microphone is my friend.
My day isn’t complete without a visit to Facebook.
Webinars are my idea of how to have a good time.
I’m the Prince/Princess of Power Point presentations.

Look for a “common denominator” in the statements you’ve chosen. That link is a BIG CLUE that will instantly and clearly reveal where you should be focusing your marketing efforts.

One of these four online marketing methods will be the RIGHT one for you:

1.) Writing

2.) Speaking

3.) Video production

4.) Social Networking

If you get out of bed every morning feeling totally motivated and eager to work on marketing your talent online, then you’ll know you’re traveling down avenues that will lead to success. Stick to it!

But if you awaken uninspired to tackle marketing for the day or, worse yet, dreading your online marketing tasks …

STOP doing what you hate and start doing what you love. Letting your target audience in on your talent shouldn’t be painful. It should be enjoyable.

Comment Box Call to Action:

Share an online marketing method or platform you’ve tried that didn’t give you the results you were looking for. Why do you think it didn’t work?