Most of us have heard her name. If you haven’t heard of her, you’ve certainly heard of her father. But what I was amazed to learn in the February 26, 2012 issue of the New York Times Magazine is that Stella McCarthy is a mother of four kids ages 6 and younger! Wow, somehow despite all I’ve read about her in the past, I never realized this hip and fashionable mom was managing a brood of four!
While she admits, “It’s overwhelming to leave the house sometimes,” she seems to manage all she does by being highly scheduled and organized. I for one am impressed!
Mother’s Day is almost here! Celebrate the Mompreneurs you admire by posting a comment about them below! One lucky Mom will win a $20 Target Gift Card.
In 1961, advertising legend Rosser Reeves introduced the marketing world to the notion of the unique selling proposition (USP) in his book Reality in Advertising.
According to Reeves, there are three requirements for a USP in a marketing piece:
1. Each advertisement must make a proposition to the consumer.
2. The proposition must be one that the competition either cannot, or does not, offer.
3. The proposition must be so strong that it can move the mass millions.[1]
For mompreneurs looking to cut through the clutter and land profitable clients, the main ideas are the same. However, I define the requirements a little differently.
First, your USP must at least imply a benefit that’s important to your target audience. In general, that means leveraging your specialty (if you have one) or your background.
For example, when I’m wearing my ‘marketing hat’ and I approach potential clients, I explain that I specialize in helping supply chain software and service companies develop messaging, targeted strategies and differentiated tactics that feed sales pipelines and drive revenue. Here, I’ve differentiated myself from most marketing generalists. But my statement needs more to actually convert prospects into clients.
So once I’ve made that proposition, I then differentiate by explaining that my focus on creating demand and driving revenue stems from more than 10 years of experience in supply chain sales and marketing.
That statement not only makes me unique, but it also complies with the third requirement in Reeves’ definition: it adds “oomph” to my USP.
That’s because you won’t find too many successful marketers with a) actual sales experience and b) more breadth and depth of supply chain knowledge.
I’ve worked with more than 25 software and service companies in this arena, and I know what makes their targets tick. I also know the tactics their prospects respond to, which means I do not have to spend a lot of time studying the industry to put together effective marketing programs. My focus on results, and the speed at which I can achieve them, is of great value to my clients and prospects.
When I pitch potential clients in my “sweet spot,” my win ratio is 100 percent. In fact, my only losses have occurred when I’ve wandered outside of my specialty zone.
For instance, a client of mine introduced me to a prospect in the banking industry. I put together a strong pitch, and during the pitch I felt positive synergy in the room. So I was rather surprised when I got the news that I had not won the account. When I followed up with the prospect, he explained that while he found my marketing skills strong, he found my industry skills lacking.
As it turns out, I was competing against another resource with many years of experience in the banking industry. In this instance, my USP was simply not appealing to my prospect, while the USP of my competition was. I was knocking on the wrong door!
What’s your USP and how is it working for you? I’m putting together a ‘USP Bootcamp’ for next month and I’m looking for a few people to try it out free of charge. If your USP needs work, email me and I’ll let you know more!
[1] Bly, Bob. “What’s Your Product’s USP?” Bly.com Newsletter Archives. July 12, 2002. http://www.bly.com/archive/index.php?m=200207.
A few weeks ago I had the pleasure of being a guest on the Coach Lynn Show. Lynn Johnson is an awesome coach who offers both life and executive coaching and has a nationally syndicated radio show. I was on the show to discuss some of the challenges mompreneurs face today and the details of my own struggles!
Right now I am really looking for a way to grow my coaching business and develop more educational products. But, I also have a profitable little marketing business that I am running. I’m really struggling to switch gears between the two businesses and give each one the attention they need. At this point, I’m not giving either business the ‘marketing love’ they need to flourish because there just aren’t enough hours in the day!
It was great to talk to Lynn about my challenges. She was very sympathetic and really gets how much we mompreneurs have on our plates! Her recommendation was that I find a way to outsource some of the tasks I’m not getting to. She suggested I hook up with a college student that can help me update my blog and expand my social media efforts. While the thought of outsourcing isn’t new to me, I’ve used Virtual Assistants in the past, I think Coach Lynn’s advice came at the right time for me. I am feeling frustrated and overwhelmed enough to make some changes!
So… I put out a few feelers for a Social Media intern. I posted an ad at our local community college and on Craig’s List. The responses I received were great! I interviewed a few candidates over the phone and found a great match. She’s going to start this month! The small amount of action I’ve taken has given me so much energy already!
Today I met with a business colleague and we discussed some of her roadblocks. We pretty quickly realized that project management and invoicing are keeping her from doing what she does best – designing. Why not start searching for Virtual Assistant that can take some clerical tasks off her plate I asked? I get that her business model is unique, and that it might be hard to find the right fit, but that shouldn’t stop her from trying!
When you have your own business, it’s really important to focus on what you do best and find ways to outsource the rest. Even if you don’t have a budget to pay someone, you can exchange services or find a student looking for experience or college credits. Get creative! Think out of the box! And tell me what you are going to outsource today!
Contributed by: Mark Gottlieb, a marketing professional who blogs at: Mark the Marketer.
Back in the 1990s, promoting your company website was relatively easy. You simply placed ‘meta tags’ on the top of your home page and submitted the page to free search engines or directories. With literally hundreds of millions of websites on the internet today and the quantity continuing to grow at a rapid rate, it is crucial to come up with proven and innovative ways to drive traffic to your company website on a continuous basis. I have listed 46 that come to mind. The growing importance of website marketing for maximizing company profits has resulted in a new group of marketing rock stars: digital marketers and even the chief digital officers.
Without further ado, here are 46 ways to drive traffic to your website:
1. Start with a strong, solid business foundation. This encompasses designing a business plan, marketing plan, and ideal client profile and 30-second elevator speech.
2. Post videos including how to videos on your own company YouTube channel. Reference your website URL in the videos.
3. Be consistent and ‘brand’ your company. Use the same colors, logo, etc. everywhere on your website. Perform QA on the website when making updates for proper branding.
4. Make your website trustworthy by implementing trust building policies: top-notch customer service, a code of ethics and a newsletter privacy policy build trust.
5. Ask your webmaster to name each of your pages using a keyword you have supplied him/her with.
6. Offer added values on your website that make sense to your business and target market/s. This can include affiliate programs, books, and recommended links to websites.
7. Add a ‘favorites’ or ‘bookmark this site’ script to some of your website pages.
8. Add a ‘Recommend This Site’ on your website. If someone visits your website and knows someone else who may like it, this feature will e-mail the page’s link to a recipient.
9. If you have pages you update monthly on your website (such as products, an articles page or recommended links page), mention this on the page.
10. Participate in a few Web rings and connect your site with other sites in your niche. For additional information, visit WebRing and Bravenet.
11. Provide an e-mail subscription box, to your e-zine or business announcement list, on your most viewed website pages.
12. Create a newsletter. Ask your visitors to sign up for your newsletter, and encourage them to send it along to people they know. Send a newsletter regularly with teasers or lead-ins to your in-depth new articles or with special offers and the latest products.
13. Give away free items. Offer something on your website that people want. Give them a reason to come back and get more. Offer free downloads and update them regularly. Offer coupons or discounts. Content is definitely king.
14. On more content rich websites, create a ‘What’s New’ page and consider asking your web designer to design a ‘Site Map‘ for your visitors.
15. Make sure your website is ‘search engine friendly’. Search engines look for certain things such as titles, headings, and meta tags so this is crucial.
a. Title tags: Title tags should be approximately 60 characters and should include some keywords.
b. Header tags are numbered from 1 to 7: some search engines recognize header tags, so be sure to use these tags for each of the titles on your page.
c. Keyword Meta tags: Add no more than 15 to 20 keywords to keep the search engines from flagging your site for keyword spamming. Prioritize your words. The best way to submit to search engines is to submit to each search engine individually.
d. Use keywords in the text area of each page. They are especially important at the beginning of sentences and higher up on the page.
e. To learn more about meta tags and choosing keywords, read How to Choose Your Meta Tag Keywords by David Carter
16. Search engines do not find your site unless you submit your site’s information to them. Below are ways to submit your website to search engines:
a. Get listed in search engines by submitting your website to all major search engines. Even though it is time consuming, it is often recommended to submit to key search engines individually.
b. Submit your site to get it listed in all the major web directories. This will generate traffic directly from the directories themselves and will also help to improve your link popularity. That helps you win on Google.
c. Utilize a search engine submission service or program. Two good search engine submission services are Submit Express and Scrub The Web. You can also pay for a program that will assist you to submit and critique your site such as WebPosition.
d. Lastly you can hire an expert Internet Marketer or Search Engine Optimization as a member of your staff or as a consultant to handle your search engine submissions. Your goal should be to come up high on search engine results when people search for keyword phrases related to your products or services.
17. Visit these search engine information sites: Search Engine Watch and Search Engine Guide to keep up with search engine technology.
18. Find easy and secure ways for your clients to pay you. A shopping cart with an SSL certificate and a secure way to accept checks and/or credit cards such as Paypal work very well.
19. Check your business web site’s links regularly to make sure they all work. Use a free link checker such as Xenu’s Link Sleuth.
20. Provide monthly chats or online bulletin boards (forums) on your website or linked to your website to build relationships and community.
21. Conduct periodic contests (e.g. photo contest or essay on how I used your product or service) and announce the winners on your site. Stage regular giveaways and spread the word about it.
22. Offer a free e-book or e-report (e.g. white paper) on your site. The size doesn’t matter if you’re providing it for free and it’s specifically tailored for your ideal client. Provide permission for the e-book to be forwarded to others for their personal use.
23. Design some quizzes or surveys. Surveys can be created for free on SurveyMonkey. Statistics show that visitors love quizzes and assessment tools.
24. Participate in online forums including LinkedIn groups as an expert in areas related to your business. You get to ‘quietly’ promote your business in your three or four line signature. Leave insightful comments, and people will click on your profile, and then visit your website. However, spamming unrelated areas is not recommended. Participation should be content oriented and not just a sales pitch.
25. Place your business web site address on all your printed literature — business cards, brochures, newsletters, letterhead, e-mail signature, license plates, signage, ads, paint it on your business vehicles – Buy newspaper and yellow pages ads with your URL. Put up flyers and stickers. For businesses that want to promote locally, sponsor a local youth sports team. Do anything and everything to spread the word.
26. Promote your web address in your signature for e-mails (change it regularly to highlight something new you’re promoting).
27. Teach classes or speak to groups about subjects relating to your products.
28. Network locally to bring people to your site.
29. Get links to your site. Get people with complementary sites link to yours. If you offer real estate closing services, ask a local realtor and others to link to you and offer a reciprocal to link to them. Links lead to clicks onto your website and help to improve your search engine rankings.
30. Buy sponsored links on other websites. That means more people visiting your site, and many sites offer a pay for performance model.
31. Buy banner ads on other websites. This helps to build brand recognition.
32. Participate in a banner exchange program. This won’t cost you anything, and will lead to a few extra visitors. You also will be spreading your brand all over the place.
33. Pay for clicks to your site- pay for clicks or inclusion on the search engines enable people to see your site in the sponsored links section of the search results when they search for keyword phrases related to your products or services.
34. Set up an affiliate marketing program. With affiliate marketing, you can either pay per click, pay per lead generated, pay per sale, or pay per customer acquired.
35. Make public relations (PR) an integral part of your web traffic building strategy. Get news coverage of your business and your site. When your launch or update your website, send a press release to the media, your clients, and friends and associates, too. Approach online and traditional media; this will often lead to others placing links pointing tomyour website, which leads to more clicks and also to improved search engine rankings. Promote to editors in your target markets in your business. Reach out to print and online editors and also TV, radio, newspapers and business news media where appropriate. Coverage can be local, national or international depending on your market.
36. Use E-mail marketing. E-mail your special offers driving traffic to your site, but also provide other useful information so you can keep the open rate up and minimize opt-outs. If your e-mails are always salesy, they could lose their impact.
37. Write articles for publication on other websites that focus on your target market and get published. The author profile will link to your site. The article will show that you’re an expert. Also submit to article banks.
38. Write articles for your own website regularly and publish yourself. This will help you to win on the search engines and gives your visitors a reason to visit your website again and again.
39. Ask for reviews. Ask for reviews of your self-published articles on other webmasters’ websites. Ask for reviews of your website, your products, your software, your services. These will usually include links to your articles. Also, reach out to influential bloggers that write about your target market.
40. Write briefs. Write daily or weekly news briefs focusing in on your industry or specialty area. This keeps your site “fresh” in the eyes of the major search engines and helps you to spread a wide net when fishing for top search engine positions.
41. Create a newsletter. Ask your visitors to sign up for your newsletter, and encourage them to send it along to people they know. Send out a newsletter regularly with teasers or lead-ins to your in-depth new articles or with special offers and the latest products. Concentrate on the content of your newsletter instead of flashy formatting.
42. Give awards for excellent sites in your niche. This builds more links back to your site and establishes you as a credible reviewer, an expert in your space.
43. Join your local business organizations. Chambers of Commerce and other organizations will often add your site to their member directory. That’s an added advantage over the obvious business-building and networking opportunities.
44. Create an RSS feed of your website. Give people another way to interact with your content. Subscribers to your website via RSS feed are often a receptive audience.
45. Be accessible. Build your site so that it is accessible to all browsers and on the Iphone/iPad and Android platforms. People with disabilities can be great customers, so make your site Section 508 compliant. Online tools are available to test the Section 508 compliance of the website.
46. Have a company Wikipedia page. This can drive traffic to your website and sections of your website. Visit it regularly to make sure updates from those outside your company (allowed on Wikipedia) are accurate. Wikipedia pages can be added for specific products and services.
Even if you don’t have the budget or resources to do all of the above to drive traffic to your website, doing a portion of these and doing them well should take you a long way on your quest to maximizing your website traffic.
Mark Gottlieb is an accomplished, out-of-the-box thinking marketing professional with broad digital, print, B2B, B2C, and global marketing experience, who has been known to increase campaign profits by as much as 800% during the worst economic times since the 1930s, negotiate 80% cost reductions on key lists and other costs, and develop creative tests that beat profitable controls by 50%. To learn more visit: Mark the Marketer.
Contributed by: Ed Gandia, co-founder of TheWealthyFreelancer.com and co-author of The Wealthy Freelancer (Alpha Books)
I caught up with a good friend recently. He’s someone I used to work with back when I was in sales. When I asked him how things were going (he still works with the same company), he wasn’t too cheerful.
“I’m miserable,” he said. “As a company, we no longer take
great care of our customers. And I’m no longer empowered to fix customer problems, which makes it extremely difficult when you’re working hard to build customer loyalty.”
I feel for him. Yet it’s these types of stories that remind me of how good I have it.
As a solo professional, I get to make the rules. I can provide excellent service and value to my clients. I don’t need to ask permission to make something wonderful happen.
I also set my own hours every week. I can work from my patio when the weather is nice. I can work out of a coffee shop if I need a change of atmosphere. And I don’t have to deal with a boss who discourages taking time off.
Yes, life is good when you’re a freelancer… and I’m thankful for that.
Coincidence? I Think Not!
In fact, I’ve come to the realization that the more thankful I am, the more great things I seem to attract.
Not sure how I discovered this. I only remember that one day I decided to add “gratitude” to my morning routine. Rather than focusing on the things I didn’t have, I began to focus on what I DID have.
A loving family. Good health. Freedom and liberty. A beautiful home. A wealth of opportunity.
Not long after that, my career took off. Things began falling into place. A few years later, I launched a freelance business. And I was able to leave my full-time job without missing a beat.
Those Guys Were on to Something
I’m not the only who believes in the power of gratitude. As I looked more into this, I found out that all the great thinkers, philosophers and prophets throughout history made gratitude one of the cornerstones of their teachings.
I realize that this may sound hokey to some. But I guarantee you that if you start making gratitude a way of life, things will only get better for you. You’ll attract more of what you really want.
And you’ll truly become a “wealthy” freelancer… in many more ways than just financially.
We all have much to be thankful for. So if you’re not doing so already, start expressing that deep sense of gratitude today and every day. And let me know how things improve for you.
Ed Gandia is a successful freelance copywriter, marketing consultant, speaker, coach and author. An expert on the topic of successfully transitioning from employee to solo professional, he took his part-time freelance business from zero to a six-figure income in only 27 months — without sacrificing his paycheck or putting his family’s financial future at risk.
Ed is the co-founder of TheWealthyFreelancer.com and co-author of The Wealthy Freelancer (Alpha Books). He also recently established The International Freelancers Academy.
Contributed by: Nellie Akalp, CEO and Founder of CorpNet.com.
Yes, I know. The majority (if not all) of you did not start a business because you love tax law and legal fine print. And in the flurry of supporting your current customers, working to add to your client base, taking care of your home and family, and finding some down time for yourself (remember down time?), it’s all too easy to put off the question of incorporating your business.
But as a business owner, the day will come when you inevitably will have to address the legal aspects of your business – and the sooner the better. And, fortunately, the process can be relatively painless and hassle-free.
But let’s back up a bit. Let’s take a look at why you should incorporate in the first place. I talk to countless small business owners and freelancers who consider themselves too small to worry about incorporation. After all, you don’t have mazes of cubicles…you may not even have any employees. However, incorporation can still be a smart idea even for the self-employed graphic designer or wedding planner. And here’s why:
- It protects your personal assets: Once your business is incorporated, it exists as a separate legal entity. This means that the corporation (and not you, the owner) is responsible for all of its debts and liabilities. Of course, most entrepreneurs don’t start their business expecting to anger clients or default on payments. And most likely, you won’t encounter such problems…however what if a copywriter unintentionally plagiarizes while working on a client’s website? What if your major client fails to pay, making it impossible for you to meet your own obligations? Without incorporation, you, as the owner, can be personally liable in these situations, and this puts your own personal savings, retirement, child’s college fund all at risk.
- It can offer tax benefits: For some individuals and businesses, incorporating can help lower the tax burden. For example, through incorporation, a self-employed contractor could reduce her federal and/or state income taxes by avoiding self-employment taxes. And corporations may be entitled to additional deductions not available to individuals. Of course, specific circumstances vary, and you should consult with a CPA on your particular tax situation.
- It can change your outlook: You’d be amazed at how much adding three little letters (Inc or LLC) after your company name can change the way you approach and perceive your business. And when you’re working from home, you need all the reminders you can get that you’re actually running a business. Plus, marketing studies have shown that adding Incorporated or LLC provides a sense of credibility and trust with current customers and potential customers.
After “Do I need to Incorporate?”, the next question I’m usually asked is “What business structure is right for me?” It’s a great question…one that I can’t necessarily answer here. But here’s a quick synopsis to get you on the right path:
- Limited Liability Company (LLC): The LLC is very hot among small businesses right now, and for good reason. It’s a hybrid of a partnership and corporation. It offers liability protection, but with minimal corporate formalities (in a Corporation, you have to pass resolutions and file minutes whenever you want to make a change to the company…this isn’t the case for an LLC). If you’re the sole owner of your business, the LLC is a great way to protect yourself without adding a lot of corporate bureaucracy. An LLC is considered a pass-through entity when it comes to federal income tax. This means the business itself is not taxed; rather, any business income or loss is reported on your own individual tax return.
- Corporation: The Corporation is the most common form of a for-profit corporate entity. There are actually two types: the S-Corporation and C-Corporation. Like the LLC, the S Corporation is also a pass-through entity for your income taxes. However, the C Corporation is not pass-through and for many small businesses, this can result in ‘double taxation’ where your Company is taxed, and then you’ll also be taxed on any profits/salary you draw from the business.
Unless your business is particularly complex, you should be able to incorporate your business or form an LLC online, without having to retain a business attorney. By working with a legal document filing service, you can represent yourself to create a legal business entity. And in the eyes of the law and IRS, your business structure will be just as valid than if a high-priced attorney sent in the documents for you.
Of course, when spare seconds seem in short supply, legal fine print and paperwork aren’t exactly high on your priority list. But getting your legal ducks in a row can give you peace of mind and help you avoid any legal pitfalls in years to come.
Nellie Akalp, is the CEO and Founder of CorpNet.com, an incorporation filing service specializing in helping mom entrepreneurs in getting their businesses off the ground quickly and affordably. Whether you need help incorporating, forming an LLC or filing a DBA, Nellie can help. To learn more visit: CorpNet.com.
I hope each of you had a wonderful Thanksgiving! Despite some ups and downs over the past year, I found myself feeling full of thanks on the day for I all I have and all I’ve achieved. To celebrate, I put together 7 Days of Giveaways for all current and prospective members of ’Fabulously Free’ – your one-stop shop for all the resources you need to launch your service-based business.
Every day beginning on December 8th, I’ll be giving away a great prize. The schedule is as follows:
December 8th: Copy of the The Smart Mompreneur + a 30 minute marketing phone consultation (1 winner – value $125)
Winner: Robin McCoy
December 9th: Snack Taxi Snack Sacks (2 winners / 1 sack each – value: $6.95 each)
Winners: Gail Klanchesser and Paula Bodal
December 10th: Media lists from HandleYourOwnPR.com (1 winner/2 lists – value: $200+). Winner will have the chance to select lists based on on their needs/industry. Available lists can be viewed at HandleYourOwnPR.com.
Winner: Maria Fernandez
December 11th: One month access to a database of care providers compliments of Care4hire.com (1 winner – value: $34.99). The Care4hire.com database is designed to assist families in finding a quality babysitter, housekeeper, tutor, companion/eldercare, pet sitter, etc. A one month membership will give the winner one month to login to Care4hire.com and contact caregivers of their choice.
Winner: Donna Marks
December 12th: Signed copy of The Wealthy Freelancer (1 winner – value: $16.95+). This book will show you 12 proven secrets to earning the income you need in order to have the freedom you want as a solo professional. Because at the end of the day, real ‘wealth’ is all about having more freedom in our lives and our business.
Winner: Beatriz Murguido
December 13th: Media lists from HandleYourOwnPR.com (1 winner / 2 lists – value: $200+)
Winner: Sandra Frawley
December 14th: Starbucks Gift Card (1 winner / value: $20)
Learn more about these great prizes and the businesses behind them by surfing over to their web sites. Then, enter to win!
To enter to win:
1. Join ‘Fabulously Free’ (sign up box is featured in the right hand column of every site page).
2. Then check out the ‘Why I Need Blissdom’ post and vote to send The Smart Momprenuer to Blissdom. Let me know you voted by leaving a comment at the end of the post. Be sure to list an accurate email in the email field of the comment box!
*Note – if you are already a member of ‘Fabulously Free’ – all you need to do is complete Step 2!
IT’S THAT SIMPLE! I’ll randomly draw winners each day beginning on December 8th. You can start entering today and the contest will remain open till the final prize is awarded at 5 pm EST on December 14th, 2010.
Winners will be posted on the site daily and contacted via email. Prizes will be shipped on December 15th. If you have any questions, please contact me before entering to win at noelle@smartmompreneur.com.
Thanks for your support!
Putting the Mom in Mompreneur
An Interview with Jenny Reed
Jenny Reed is a travel specialist and owner of www.OurCruisePlanner.com, a travel resource specializing in cruise and land vacations to destinations worldwide. In a recent interview, Jenny shared with me her refreshing view on owning a business, being a mom, and making it all work. Read on to learn more…
Noelle:
What were you doing before you became an entrepreneur?
Jenny:
I majored in marketing and advertising in college and when straight into marketing for a publishing company afterwards. I moved up the ranks from marketing assistant to marketing director before I decided to purchase a Cruise Planners franchise. I decided to start a business with the hope that when my husband and I started a family, I could have a home office and some flexibility to be there. We were always passionate about cruising, so a travel industry business really made sense to us.
Noelle:
Why did you decide to purchase a franchise over establishing your own travel business?
Jenny:
We did our due diligence before starting our own business and in the end we liked the structure a franchise offered. By purchasing a franchise, we got the right to use an established franchise name. We also enjoy greater collective buying power by being part of a large group. Plus, we get lots of support for our business needs like marketing and accounting.
Noelle:
What is an estimated cost to purchase a franchise like Cruise Planners?
Jenny:
If you are not looking for a brick and mortar travel franchise and you have no prior travel planning experience, I’d estimate the cost to get started is about 8-10k. There are discounts if you have been in the business.
Noelle:
That sounds reasonable. Tell me about your transition into the business? Did you work at it full time from the start?
Jenny:
At first I did it part time. I took some time to start building the business and to get comfortable with it. I transitioned into a full time role within six months though.
Noelle:
What were some of your biggest challenges at first?
Jenny:
I’d say marketing was one of the biggest challenges. But when I started the business, I also faced two unique circumstances. First, my husband had just been transferred from Georgia to Minneapolis, so I was in a new place with a new business. Second, my training was originally due to start on September 12, 2001 – the day after 9/11. It was a real challenge to start a new travel business during such a difficult time in our country. I’m extremely thankful to be here nine years later.
Noelle:
Wow – nine years is a life time as an entrepreneur! That’s great. Have you continued to move around since launching your business?
Jenny:
Yes, my husband and I have moved three times since we started the business. The good thing is that this type of business is easy to move and it’s meant little disruption to my customers.
Noelle:
That’s great. I really think one great benefit of owning a service-based business its portability. I know when I moved from the east coast to Colorado two years ago, I was really glad not to have search for a new job!
Tell me a little about how you market your business?
Jenny:
Well, it’s really a two-fold strategy. Before I became a mom, I was a real social bug that did a lot of face to face networking. So originally I built my business by networking. However, after I had my son two years ago, I really had to switch gears. I turned more to social networking.
I still also do some traditional marketing like direct mail and I have a website and blog. But much of my business relies on providing great customer service and securing repeat business.
Noelle:
How has the recent economic downturn impacted your business? I notice on your website you offer some creative options like Job Loss Protection Coverage.
Jenny:
Last year our business was down by 30 percent. That was average compared to what we were seeing in the industry publications. We really had to get back to the basics and remember what we did when we first started out. We watched our budget closely and we took good care of our past customers. We’re now seeing an up tick in business and we are very thankful for that. However, consumers have changed. They are doing a lot more last minute traveling than they did in the past. This makes business planning difficult for us, but again, we are thankful for the business.
Noelle:
How has becoming a mom impacted your role as an entrepreneur?
Jenny:
Well, once I had a child I really need to tweak my time management skills! It’s very easy to feel unbalanced as a mompreneur. You need to realize that every day is different and some will be better than others. I try to schedule ‘work time’ and ‘time with my son’ everyday – after all I think the most important part of being a mompreneur is being a mom. I find that everything falls into place when you have your heart in the right place.
Noelle:
What great insight. Too often I think we moms try to multi-task meaning we try to do our jobs and take care of our children at the same time. I personally find that a real recipe for disaster. I really like how you consciously schedule time for each role.
Jenny:
Yes it works for me. Plus, technology today has really changed things for mompreneurs. It can help you stay in touch with your business when you are out and enable you not to feel like you are putting aside one role for another. It’s especially helpful to me in a business like mine where a customer can have an emergency at any time.
Noelle:
So true. What’s been your biggest surprise about mompreneurship?
Jenny:
Sometimes I really miss the social structure of my former job. I liked knowing I had friends at work and seeing them every day. But the upside of being a mompreneur is the flexibility. Sometimes I am up working at 6 am and sometimes I sleep in and have breakfast with my son. I no longer have a rigid schedule and it’s great. Also, since I’ve become a mother – a whole new wonderful world has opened up to me. It’s great to meet other people in my boat.
Noelle:
I bet it’s also opened of a new market for your – family travel.
Jenny:
Definitely, that is now one of my specialties for sure.
Noelle:
Do you have any advice for aspiring mompreneurs?
Jenny:
I’d say do your research. Don’t jump into something feet first. Do your research; hold a focus group; etc. Also, remember that failures will happen, but they will make you stronger. The flexibility is really worth it and you need to keep that in mind when things get tough. If you stop seeing value in the flexibility however, then it might be time to reevaluate and make some changes.
Noelle:
I agree. That’s great advice. In closing, tell me about any resources you recommend for mompreneurs.
Jenny:
Well I really like www.themomentrepreneur.com. I also read a lot of ‘mommy blogs’ – there are ones that offer advice on motherhood and others that offer advice on mommy businesses. Twitter has also been great for me, especially now that you can make lists. I’ve made some great connections worldwide on Twitter.
Noelle:
Thanks so much for your time today Jenny. Please remind us where to find you when we are in need of a vacation!
Jenny:
You can find me at www.OurCruisePlanner.com or contact me toll-free on 1 866 532 7526. Also, remember that there is no fee to use our services. We get paid by the vendors we work with – so it’s free to pick our brains and get great travel advice! Happy travels!
Market Mommies, an awesome website devoted to connecting moms and promoting mom-owned businesses and blogs, is planning to sponsor a Mom Blogger at Blissdom 11. I really hope it will be me, and here’s why!
Way back in August 2007, a friend sent me a link to a cover story in US News & World Report titled: The New Mommy Track. The story detailed what I had been thinking since becoming a mom myself in 2005, which is that the traditional roles and rules of corporate America don’t work for today’s moms. And for this reason, more and more moms are starting their own businesses.
I myself launched my own marketing consultancy back in 2003 before having my first child, and over the years I was amazed by the amount of young women and new moms that reached out to me for advice on starting their own businesses. Helping these women became one of my favorite things about being a business owner!
I realized however that I did not have all the answers these ladies needed, so when I reviewed a copy of a fellow freelancer’s book on launching a profitable copywriting business, it hit me that a similar book for women – and specifically moms – looking to launch their own businesses would be a great asset. Fortunately, my colleague agreed with me and our eBook, The Smart Mompreneur, was born. I also started a blog under the same name at that time.
It was a very exciting time and I was full of ideas on how I could make my book and blog great successes. However, at the very same time the book and the blog were born, there was another birth – my second child, Ellis! I don’t think I was prepared for how much having two children in my life would change things and how hard it would be to promote my new book and blog, while still running my marketing consultancy, and raising two kids. And here I sit, a little more than year later, still trying to figure things out…
I refuse to give up though! Some people tell me I ‘try to do too much’, but my mission is to support other moms and their burgeoning businesses and I know that’s a cause I cannot give up on. Being a mompreneur has afforded me the flexibility today’s moms need – and I really want to figure out a way to take my business to the next level so I can help other women achieve the same benefits. What better way to do so then to attend Blissdom 11 – a conference that is all about enhancing your blog, your business, your networks and your friendships?
Plus, going to Blissdom 11 would give me a few nights away from my husband and kids! I am not sure any of them know how to use the washing machine, so it would be a great learning experience for them as well… 
To vote to send me to Blissdom, visit this link and select: Noelle @ The Smart Mompreneur! Be sure to let me know you voted by leaving a comment below – as this will make you eligible for some great prizes! Also, please list an accurate email in the email field of the comment box, so I can get in touch with you if you win.
I came across an interesting discussion on LinkedIn recently. Someone posed the question: Is anyone still doing email newsletters?
The question received more than 70 comments and by and large, the answer seemed to be a resounding yes. A quick search for additional data also indicated that email marketing is still a great way to reach your customer. According to the Direct Marketing Association, every $1 invested in e-mail campaigns in 2009 earned a return on investment of $43.62.
But that being said, all discussion participants agreed that if the content of your email newsletter isn’t relevant and interesting to your target audience, it will fail. For those that missed this discussion, I’ve summed up a few points we’d like to share with you on creating an effective email newsletter.
(1) Newsletters exist in abundance, but so do readers who are like sponges looking for information to soak up! Consider your content in light of this. Is your newsletter only providing company and product updates and other related sales information? Or is it providing real information that your readers will find useful? Your content should have your readers reaching out for more… and then reaching out for your products and/or services.
2) The frequency of your newsletter needs to be right for your type of business and for the quality of the content you are able to develop for each issue. Frequency levels range from weekly to monthly to quarterly.
In terms of content, one suggestion is that you save up your resources to give each email more clout. Another good recommendation is to prepare an editorial schedule in advance. If you know what will be in each issue of your email newsletter long before you are planning to send it out, you can pull together much better material. If you’re looking for ideas two days before you need to send it, then you’re always going to struggle for good content.
3) Your newsletter needs to be short and easy to read. One discussion participant noted that since streamlining her company’s newsletter, its readership was boosted from 12 percent to between 25 and 40 percent. Also, remember a clean creative design that is easy to read is key.
4) As with any direct marketing tactic, your list has much to do with the success or failure of your newsletter. You need to be sure you have the right people on your list, and quantity does not equal quality!
5) Finally, be sure you have an offer worth responding to. One company offering SEO services mentioned that when they noticed their competitors were charging upwards of $100 to help companies list their businesses on Google Maps, they created a free DIY guide. Your offer depends on your products and/or services, but keep your readers interests first and foremost when creating it, and you should be able to come up with a winner.
If you need help with your email newsletter, send me a copy. I’ll review it and send you a brief report on what’s working and what’s not!
