Small Business chat last week discussed “Do-It-Yourself” Marketing - Tuesday 8-9pm EDT on Twitter. We had two expert panel members join:

@DIYMarketers - Ivana Taylor Founder of DIY Marketers and President of Third Force Marketing Systems

@SternalMrktg - Chrisanne Sternal Founder of UnderstandingMarketing.com and Owner of Sternal Consulting

Question 1: What are 1st things u can recomnd for a small biz person wanting to do their own mrktg?

SternalMrktgQ1 Think about ur target. Where can you get ur msg to them? Do research on how to reach them? #smbiz

dslatterQ1 make sure you really understand your customer/market before launching any marketing activity #smbiz

kristen_oklaQ1: Even if it’s informal research, it’s impt to conduct some research on targets. Otherwise your msg will be skewed/flawed. #smbiz

GeriRosmanQ1 I think trade pubs are very overlooked. Great for reaching a target audience/industry #smbiz

DIYMarketersQ1 DIY? Gotta know YOUR strength, have an ideal customer, answer what’s important to your customer when they are buying what ur selli #smbiz

DavidSanduskyQ1 know what you stand for, sell and deliver; then, who cares? Then DIY mktg #smbiz

SternalMrktgQ1 Come up with a budget. What can u afford per month? This can determine what kind and how much mrktg u can do. #smbiz

rzazueta#smbiz Q1: Nothing is more important in marketing than identifying and REALLY knowing your target market. The rest are details

dslatterQ1. profile your ideal customer and understand what motivates them to make a purchase decision #smbiz

SternalMrktgQ1 Think about what u have maybe email / mail addresses. Use what u have to save $. Think about how u can start collecting more. #smbiz

drjfpmdQ1 study, read, research on markeing in general & in your niche are starting points to DIY marekting #smbiz

AerialEllisQ1: Identify a niche target audience for your service/product. If its not substantial for sales, add a secondary target audience. #smbiz

DrFernKazlow@desireescales Q1 Agree -Having enough staff definitely an issue for sm biz. Balancing the need 4 >staff to grow, not enough $$ 2 pay #smbiz

AerialEllisQ1: Come up with an actual marketing strategy. A random, out of the blue idea can be a gamble…unless it fits your strategy. #smbiz

Question 2: How can a small biz prsn figure out their marketing strategy? What do they look at?

DIYMarketersQ2 I think best strategies come from your own strengths and passions. That yields for great positioning #smbiz

DIYMarketersQ2 for a great strategy also look at customers you love that love you back — what is it about that relationship that rocks? #smbiz

rzazueta#smbiz Q2: A marketing calendar is also a good idea - plan your mktg activities no less than 6mo. ahead.8

DIYMarketersQ2 a great strategy comes from an authentic connection between your strength and what your ideal customers love about you #smbiz

rzazueta#smbiz Q2: Set goals. Figure out who is buying, where they’re at and how they buy. Then use that info to meet them there and sell.

SternalMrktgQ2 Think about who ur ideal customers r. Image them in your head & try to figure out what they read, what they watch, r they online. #smbiz

GeriRosman@DIYMarketers You’re right. Can be a great opportunity, although many co’s not investing in great photography anymore. #smbiz

rzazueta#smbiz Q2: Your local library is a remarkably good resource for marketing demo information. And FREE! And still relevant!

wiseleoQ2 You need to know what you are trying to accomplish with the campaign before you start its execution. #smbiz

DIYMarketers@GeriRosman We actually sent our parts to the mags and THEY took the picks #smbiz

wvpmcQ1 @dmscott talks about defining customer personnas - portraits of who they are, what makes them tick #smbiz

_djh@SternalMrktg Q2 Yes, you need to get in client’s heads to understand what they need - where is the pain? #smbiz

PictureManeQ2 The best strategies sometimes come from your own strengths and passions. That yields for great positioning #smbiz

DrFernKazlow@picturemane Q2 - Yes -When strategies come from your own passions and strengths, most aligned w/ self & brand, best follow through #smbiz

Question 3: How can #smbiz get design & images done on a shoestring budget?

rzazueta#smbiz Q3: Product images - Google eBay selling tips - loads of good info on taking awesome product shots on the cheap.

GeriRosman@parisiensalon Agree. But you can’t offer stock photos to a magazine for a cover. Co’s used to be able to offer pix for covers. #smbiz

rzazueta#smbiz I recommend against skimping on design - make nice with a great designer and develop a relationship.

DIYMarketersRT @dslatter: Q1. profile your ideal customer and understand what motivates them to make a purchase decision #smbiz

GeriRosman@DIYMarketers That’s a terrific solution! The mag gets to control the shots, set ups. So smart of you. Will remember that!! #smbiz

wiseleoQ3 Don’t forget about Creative Commons licensed art available on Flickr for commercial use. See http://bit.ly/kZ4uN #smbiz

garyasanchezstrategy is the “how” to achieve a goal. it starts with a “by”. I’m going to increase traffic by offering a wider assortment etc #smbiz

SternalMrktgQ3 For images try inexpensive sites like istockphoto.com to find a large selection of quality images for a few dollars. #smbiz

dslatterQ3 also checkout ‘bigstock’ for a source of stock images available for a small fee #smbiz

parisiensalonQ3 You can also contact photographers on stock sites directly to see if you can buy “bulk” from them directly. #smbiz

GeriRosman@SternalMrktg Great recommendation. New Box Thinking illustration is from iStockphoto. #smbiz

garyasanchezQ3 - you can always suggest a barter; art schools have students wanting to do work for experience; lots of free images online #smbiz

deniseoberry@SternalMrktg I use istockphoto.com and like it. Are there other good stock photo sites? #smbiz

parisiensalon@GeriRosman That’s true, for the most part. A lot of magazines are finding more economical ways to get cover photos. Licensed stock. #smbiz

_djh@DIYMarketers @garyasanchez Yes, at Flickr, you can search for the Creative Commons license #smbiz

rzazueta#smbiz Q3: another good stock images site that’s cheap - iStockPhoto.com.

dslatter@deniseoberry I’ve used bigstockphoto.com good/huge selection of images #smbiz

parisiensalon@GeriRosman It depends on their circ and budget. Small pubs still go with stock or really good user-submitted pics. #smbiz

Question 4: Should a small biz person spend more effort on print, email or social marketing or other? #smbiz

GeriRosman@SternalMrktg It’s certainly becoming more challenging. Don’t know why they don’t pay more attention to this. #smbiz

DIYMarketers@SternalMrktg @SternalMrktg we shall overcome. Twitter slowdowns can’t stop the DIY! #smbiz

SternalMrktgQ4 Depends on ur target ur budget & amnt of time u have. No budget / lots of time – stick w social. Some budget try a mix, integrate #smbiz

dslatterQ4 getting started is all about networking and making personal connections- invest the time #smbiz

_djhThere are times I wish I’d paid Twitter. Then I could demand my money back!! #smbiz

SternalMrktgQ4 Marketing programs that use a mix of tactics that play off each other usually have the best response rates #smbiz

wvpmcQ4 need to be where your customers are - figure that out first #smbiz

_djh@SternalMrktg Q4 Yes, a good balance of the available tools is the way to be successful #smbiz

rzazueta@SternalMrktg Target is a big on there - if they’re not on social media, you’re talking to the walls. #smbiz

SternalMrktgQ4 Email is better recvd from current customers and biz folks. DirMail works good if contacting consumers from a list. #smbiz

deniseoberry@smbiz Q4 Small biz should spend the most money (effort) in the area that will reach target market. No fast rule. #smbiz

drjfpmdagree RT @SternalMrktg Q4 Marketing programs that use a mix of tactics that play off each other usually have the best response rates #smbiz

garyasanchezI agree. You could also test ROI of each. “Q4 need to be where your customers are - figure that out first.” via @wvpmc #smbiz

Question 5: If they’re doing print mrktg, what are your recommendations for biggest impact? Which tactics? #smbiz

DIYMarketersQ5 - get creative - consider using cartoons! #smbiz http://bit.ly/XIGEe

wvpmcSm Biz would be wise to invest small $ in consultant to guide them - marketing audit and ideas they can execute #smbiz

deniseoberry@DrFernKazlow Can always outsource. Using a virtual assistant works well for a lot of small business. #smbiz

garyasanchezQ5 - I strongly recommend you develop a compelling message first. Share it with customers before running it in print and ask advice. #smbiz

DIYMarketersQ5 I’m finding that fancy brochures are “out” and creative use of basics is best. Another fav is moo.com http://bit.ly/YyR3K #smbiz

DIYMarketersQ5 OOO and another super fav resources is actually HP Creative u can do logos, brochures, all DIY!!! http://bit.ly/TF20m #smbiz

garyasanchezQ5 - If you expect me to drive across town to find you, give me a compelling reason not to walk across the block to competitor #smbiz

DrFernKazlow@kristen_okla @_dhj I agree print is making impact- but if you’re on tight budget I might not start there. #smbiz

Question 6: What R the different costs involved with printed mrktg pieces? #smbiz

SternalMrktgQ6 There’s design, copy (if using copywriter, copy is important!) printing and postage. #smbiz

SternalMrktgQ6 Some printing serv will include design for free but often it’s templated. #smbiz

_djh@smbiz Q6 - other than biz cards, I’m not sure printed materials are really needed much these days. #smbiz

deniseoberry@wvpmc Many small biz wait until it’s too late (way in the red) to bring a consultant on board. #smbiz

wiseleoQ6 I’d go as far as saying not working with a copywriter when drafting print marketing materials is very costly mistake. #smbiz

garyasanchezAdd coupon redemption if… RT @SternalMrktg Q6 There’s design, copy (if using copywriter, copy is important!) printing and postage. #smbiz

deniseoberry@_djh I disagree. Printed materials are important for many small biz. Depends on your objectives and target market. #smbiz

SternalMrktgI agree RT @wvpmc: Sm Biz would be wise 2 invest small $ in consultant 2 guide them marketing audit and ideas they can execute#smbiz

parisiensalon@wiseleo Q6 You said it! Why spend money on a print piece if you aren’t going to get the copy right? #smbiz

wvpmc@deniseoberry agreed - a small investment in outside marketing guidance up front can save a LOT of headaches later on #smbiz

kristen_okla@_djh I actually disagree a bit. Research actually shows that print is making more impact; there is a lot of noise in digital world. #smbiz

markdresnerDo you suggest “virtual” letterhead that you can print on demand from Word? #smbiz

garyasanchezQ5 - If you have a retail location, maps maps maps in your printed materials! Make it easier to be found. #smbiz

SternalMrktgQ5 Don’t forget to try and get more info from them on site. Have them sign up for newsletter, promotion anncmnts, etc #smbiz

_djhSo you could say it’s printed material without the printing #smbiz

DIYMarketersRT @parisiensalon: @wiseleo Q6 You said it! Why spend money on a print piece if you aren’t going to get the copy right? #smbiz

Question 7: How can a smbiz get started with their own email marketing? #smbiz

GeriRosman@smbiz Have to say I love Constant Contact. Their customer service is awesome! Sets the bar high. Others should take note #smbiz

SternalMrktg@markdresner “virtual” letterhead that you can print on demand from Word is a great idea if u have a decent printer #smbiz

DIYMarketers@kristen_okla You have a point - has to be RELEVANT to make impact. bad brochures only impact landfills #smbiz

markdresnerProven way to collect email addresses is a “Free on Free” approach - free newsletter plus a free bonus - special report, etc #smbiz

DrFernKazlow@markdresner Yes - virtual letterhead is great until you know what you want long-term, and gives you ability to customize as needed. #smbiz

SternalMrktgQ7 Many will charge monthly or better a per email, if ur not sure how often u’ll be doing it. Love Mailchimp b/c 1st list under 100=f #smbiz

wiseleoQ7 Setup drip campaigns. Highly effective approach to keep them hooked. #smbiz

markdresnerAlso put email marketing on autopilot with autoresponders #smbiz

wvpmc@kristen_okla I think it’s a balance that has to begin with where/how customers, propects, influencers get info #smbiz

SternalMrktgQ7 Look at what others r doing. Create junk mail acct w gmail or like and sign up for dozens of mailing lists. Competitors & dif indu #smbiz

kristen_okla@DIYMarketers Agree. Has to be relevant. #smbiz

AerialEllisQ6: Would depend on quantity/quality. RT - What are the different costs involved with printed mrktg pieces? #smbiz

_djhFunny, right now I’m downloading a TIFF file to use on the mailing postcard 70MB??? #smbiz

SternalMrktgGreat point @markdresner Also put email marketing on autopilot with autoresponders #smbiz #smbiz

kristen_okla@DrFernKazlow There are print elements that can be done well on a tighter budget. & not everything has to be printed in glossy color #smbiz

kristen_okla@wvpmc True. Which goes back to an earlier pt abt importance of even basic research before you start marketing. #smbiz

garyasanchezQ7 - if you’re retail, offer a gift & promise of useful news in exchange for an email address. We offered a free latte at Peet’s #smbiz

wiseleoQ7 @GeriRosman a drip campaign lets you share tips over time. For example “top 10 ways to reduce your airconditioning bill” by email. #smbiz

deniseoberryRT @SternalMrktg Q7 Look at what others r doing. Create mail acct w gmail and sign up for dozens of mailing lists. <– Yes, works!! #smbiz

Question 8: What are some things to be aware of when creating emails for customers/prospects? #smbiz

SternalMrktgQ8 Be aware of Can Spam Laws http://tinyurl.com/22rzpa #smbiz

SternalMrktgQ8 Be careful where you get ur names from before emailing. Have they opted in to ur email. Someone handing a biz card to u is not opt #smbiz

markdresnerI also like to use PDF brochures, sales sheets and other materials that can be emailed to prospects and clients - save $ on printing #smbiz

parisiensalon@DrFernKazlow With “print on demand” you can definitely do a lot more with print, for less money. #smbiz markdresnerWhat are opinions of text vs. HTML emails? I like HTML becuase I get open stats. Thoughts? #smbiz

wvpmc@kristen_okla absolutely - it’s where DIY misses the boat - always testing - SM offers new opp, but sm biz using to push old messages #smbiz

kristen_okla@wvpmc Very true. Impt to define messages well to ensure biggest impact, whether in digital world or print. Waste of time otherwise. #smbiz

markdresnerSo, in a newsletter do you email the whole thing … or am excerpt with a link to a blog or website? #smbiz

SternalMrktgQ8 Good article: How Legitimate Marketers Can Prevent Spam Complaints http://tinyurl.com/psrl34 #smbiz

parisiensalon@markdresner If you have a website and want to drive traffic to it, you excerpt in the eNewsletter. #smbiz

DIYMarketers@markdresner I love how HTML looks, but text is really easy to deliver and read. #smbiz

markdresnerI like to email by entire newsletter or even my Blog entry - don’t want an extra step that can be ignored by recipient #smbiz

_djh@wvpmc It’s my image I sent it as a NEF and got back the big old TFF. It will be scaled down before printing. #smbiz

DIYMarketersRT @parisiensalon: @markdresner I agree with you. HTML offers more options and metrics. #smbiz Good POINT

DrFernKazlow@SternalMrktg I love ability to test & tweak without worry about printing large number of copies & tossing! #smbiz

DrFernKazlowRT @markdresner: I like to email by entire newsletter or even my Blog entry-don’t want an extra step that can be ignored by recipient #smbiz

wvpmc@markdresner most email services send both text and html versions - mobile users need text #smbiz

SternalMrktg@markdresner How ever if you send only a portion of newsletter article or blog post, you can tease them to visit ur site for more. #smbiz

Querstion 9: What are the best social mrktg tactics that deliver the best ROI for #smbiz?

rzazueta#smbiz Q9 The tactic that has worked for me is to provide valuable, timely information to folks asking for it and to build relationships.

parisiensalon@DrFernKazlow Again, the beauty of Print On Demand, you can version to your heart’s content. That helps you test and tweak. #smbiz

SternalMrktgQ9 Answering questions and starting discussions on sites like LinkedIn have been great & take just a bit of time each day #smbiz

garyasanchezQ10 - have url on invoices, on business cards, on all printed materials; develop new & helpful content (blog) #smbiz

DrFernKazlow@parisiensalon YES!! And as soon as I can improve something, I don’t like to use what I had before. Love to tweak w/ Print on Demand! #smbiz

Question 10: How can smbiz do mrktg to drive traffic to their website? #smbiz

SternalMrktgQ10 With little budget, focus on free tactics like social mrktg. Using Twitter, answering ?s on Linkedin/Yahoo Answers. #smbiz

wiseleoQ10 Work with someone who knows how to effectively use Google Adwords. It can be very cost-effective if done right. #smbiz

wiseleoQ10 Tip: Google Local listings are FREE and you can add Youtube videos to them. If you don’t have a listing, get it now. #smbiz

SternalMrktgAdd to email signature too RT @garyasanchez Q10 - have url on invoices, on business cards, on all printed materials #smbiz

markdresnerQ10: I think social media like twitter can be a great tool to drive traffice to website or Blog - also comments on other’s blogs #smbiz

_djh@SternalMrktg Q10 - you can also set up an email campaign with little budget - constant contact or similar #smbiz

SternalMrktgQ10 Try sites like Social News sites. Digg is the biggest but see if there is a niche site for your industry. #smbiz

markdresner@SternalMrktg Including your signature- with website url - helps when you post to blogs or forums too #smbiz

wvpmcQ10 providing outstanding customer service is priceless - and usually generates WOM - easier for small biz than large #smbiz

SternalPREveryone please register to win UnderstandingMarketing.com’s DIY Marketing Month Giveaway prizes here http://bit.ly/p6eAW #smbiz

DIYMarketersQ10: Simple but obvious - put your website everywhere! signatures, business cards, all communication - and social media IDs #smbiz

Question 11: Are there any good outside references you can share for DIY Marketing? (Feel free to do some self-promotion here) #smbiz

garyasanchezQ11 - find another biz owner in your town who is successful at marketing and become a mentee (or at least pick her or his brain) #smbiz

SternalMrktgHere is a resource that talks about the costs involved with printing a postcard http://bit.ly/cTcTR #smbiz

parisiensalon@SternalMrktg I’ve also been seeing great numbers with Reddit. #smbiz

wiseleoQ11 Everyone would probably benefit from my writeups on Twitter (and don’t read my dance-related writeup http://bit.ly/QgH85 #smbiz

SternalPRAll thru month of June we’re giving away prizes each week (PR Toolkits, $250 AMEX gift card, free press releases, mrktg makeovers #smbiz

SternalMrktgQ11 Email subject lines are ultra important. Here’s 1 of our posts to help u get started http://bit.ly/iMjpH #smbiz

garyasanchezQ11 - ask marketing experts (on twitter or elsewhere) for advice on a specific challenge. the worst they can do is not answer. #smbiz

SternalMrktgCheck out http://www.bizsugar.com/ a Small Biz social news site. It has Mrktg, PR, Finance, everything #smbiz