by Laura Sicola, PhD, Sicola Consulting Group

CCPA held a workshop titled “Marketing for tough times: Strategies for future growth.”  All three presenters, CCPA members themselves, offered valuable insights, suggestions and strategies to offer. Allow me to share a few highlights:

First off, Rick Simmons, president, Dinkum Interactive, addressed social media. Rick demystified the terms and purposes of social-media marketing as they differ from traditional forms of communication and offered suggestions for tailoring marketing plans to meet any budget. A key point was the sobering realization that online, the consumer is “in charge,” and the best we can aim for is to be visible. Then, once you’ve got their attention and they have clicked to your website, you have a paltry two seconds to convince them to stay there and read more or click other links.

Second, Steve Bauer, co-founder, The Three Marketeers, and founder and instructor, The Referral Academy, clarified referral relationships and how to position yourself to make the most of them. Referrers accelerate the process of finding the “fit” between the buyer and seller. Who wants to waste time and resources with lots of trial and error? It’s important to know enough about both parties to give a good referral that will fit the needs and values of both, thereby strengthening your own reputation and the three-way relationship. We all want referrals from others, so we need to consider the ideal referral profile. Then, the question becomes what you do with a referral once you have the contact information; having a clear system for follow-up builds credibility and trust for you as seller or referrer alike, and that’s where everything begins.

Finally, Bill Ringle, founder, MyBusinessGym.com, spoke about developing new business when the economy won’t cooperate. He focused on “the universe rewards action,” which he professed and reinforced in a practical, thought-provoking way.

This workshop left a great impression regarding the caliber of professionals among us. I look forward to the next CCPA opportunity of this sort and whole-heartedly encourage you to attend.