Pick one thing you’re good at and focus on that. How many people do you know that offer PPC, SEO, SMO, ORM, PR and every other acronym on the planet? How good do you think they are at all of them? Chances are there’s one or two things they are good at and they just do the other things to make money. Do you want to refer clients to people who are just doing something for the money? Neither does anyone else. Pick the thing that you are the best at and focus on it. You will have happier clients, you will be happier and you will become better at what you do. Partner with someone who offers the services you don’t so you can still be a one-stop shop for clients without offering subpar work. There’s plenty of business out there for all of us, so if we all focus on what we’re good at and refer out the projects that aren’t right for us we can all be more successful.

Network. I don’t mean go to conferences and rub elbows with “rockstars” and I don’t mean retweet everything Neil Patel tweets. I mean actually make friends with people in the industry. Real friends. Friends that would bail you out of jail are more likely to refer business to you than people you buy a drink for three times a year and never interact with outside of industry events.

Don’t disappear when business is bad. Falling off the radar when business is down is the equivalent of failing companies cutting out their marketing budgets. If you aren’t visible, people will forget about you and will refer business elsewhere. This doesn’t mean you should go into debt going to every conference trying to drum up business. It means you should pick the one or two that will give you the most bang for your buck and be seen there. There are ways to save money on conferences so you don’t blow your budget. You could choose a conference that is near you so the travel costs are less. You could choose to only go for a day or two to reduce hotel costs. You can share a room with someone. You can skip the expensive dinners and go to the free cocktail parties. I know people that go to conferences and don’t spend a dime on anything but their hotel. Networking is marketing for a consultant so don’t eliminate your networking budget entirely.

Let people know what you do. I realize this sounds silly. I thought it did at first too. But it’s not silly. There are people that I’ve known for nearly 10 years through the conference circuit and yet I have only a vague idea of what they do. If I had a client to refer to them, I wouldn’t know that I should refer the client to them because I don’t know what services they offer. I’m pretty sure that there are people that I’ve spent hours talking to yet they don’t know for sure what I do.  Update your Twitter bio, your Facebook profile, your LinkedIn and make what you do very clear on your website. My bios never said anything about what I did because I didn’t want to be one of those “I’m an SEM guru!” jerks and because my Twitter is anything but professional. So, I married the two worlds by adding “awesome at PPC” to my bio as a humorous way to let people know what I do. Shortly after making that change I saw a dramatic increase in inquiries.

Let people know you are taking on new clients. Don’t waste all that time you spent networking by pretending you’ve got more clients and money than you could ever possibly need. If people think you are too busy for new clients, they will send them to someone else. After casually mentioning to a small group of people I know well that I was taking on new clients and would appreciate any referrals my business increased dramatically.

Don’t be too eager. Contrary to my last point, don’t walk around handing out your business card to every one in your path letting them know you are open for business and have great rates. When you go to a restaurant and they have oysters on sale and the waiter keeps pushing them, do you think “wow they must be really great oysters, and at such a great price!”  No, you think “stop trying to sell me crap oysters that are about to go bad.” You need to find a balance between letting people know that you are available to take on the right projects and looking like an SEM bargain bin.

Refer business to others. If someone comes to you and asks you to do something that isn’t your forté, refer that person to someone you trust. The next time they have a project to refer, there’s a better chance they will send it your way. Quid pro quo.

Take care of your clients. Nothing is stronger than a client referral. Doing a good job for your clients is the best way to ensure they will stay with you long term and will bring you additional business. If you can’t do a good job for your clients due to lack of time, knowledge or skill, no one will be happy in the long run and you’ll end up constantly having to find new clients which will get harder and harder as your reputation dwindles.

]]> http://www.thatpamchick.com/how-to-build-a-marketing-consulting-business/feed/ 12 http://www.thatpamchick.com/99-problems-but-blueglass-la-aint-one/ http://www.thatpamchick.com/99-problems-but-blueglass-la-aint-one/#comments Tue, 13 Jul 2010 00:53:14 +0000 Pam http://www.thatpamchick.com/?p=351

I don’t go to conferences anymore. I’ve sat through too many sessions (maybe not 99 but close enough) where not only didn’t I learn anything but I was given information that was flat out wrong or “tips” that weren’t viable anymore. I’ve also found myself sitting in sessions having de ja vu realizing that I sat in that exact same session with those exact same speakers at the last conference. So, I stopped wasting time and money going to conferences in 2006 and started just reading recaps of sessions I thought may be interesting. I bet a lot of you have done the same.

So, after 4 years of not attending a conference* that I didn’t speak at, why am I going to BlueGlass LA?

• The mix of session topics on the agenda is killer. Everyone will learn something in every session, regardless of the size of their company or their position. There’s everything from the requisite links session to a metrics session to one on raising capital.
• Networking is built in. At a lot of conferences, the networking opportunities & parties are put on by sponsors or search engines and you have to be “in” to know where to go or how to get in. At BlueGlass LA, dinner and a party are right on the agenda after the sessions. It doesn’t get much easier than that & you won’t get a better opportunity to meet such a wide range of people.
• BlueGlass LA is the new, supercharged, “LAized” Search & Social conference. I spoke at IM Spring Break and Scary SEO which were put on by the awesome guys at Search & Social, who are now part of the über company BlueGlass. Those conferences were not only well organized and informative but they were fun and had the best networking I’ve never seen at a conference. I expect nothing less from BlueGlass LA now that there are even more great minds behind the conference. And because it’s going to be in LA, it will be LAized which means it will be even more awesome.
• It’s in California. Yes, that makes it easy for me to attend. But, it should make it awesome for you to attend! I bet the majority of you are living somewhere that is currently humid, hot or just plain lame. LA is none of those things. Or, if you do live in California it is makes it easy for you to attend too.  So register now and don’t forget to pack your bathing suit and a helmet (cuz’ BlueGlass LA is gonna blow your mind!)

UPDATE: Get 15% off with this code – lastweekbg

EVEN BETTER UPDATE: The first 10 people to register using the code cp20 will get 20% off!

*ThinkTank was a networking event.

]]> http://www.thatpamchick.com/adwords-quality-score-questions/feed/ 10 http://www.thatpamchick.com/how-to-guarantee-your-company-will-fail/ http://www.thatpamchick.com/how-to-guarantee-your-company-will-fail/#comments Wed, 17 Feb 2010 01:02:09 +0000 Pam http://www.thatpamchick.com/?p=311

Do you have a company that you’re tired of running or do you just want to watch your company slowly and painfully die? Follow these steps to ensure you will lose your employees, piss off your clients and end up as WalMart’s only greeter under 65!

• Hire people because they are your friends, not because they know what they are doing. Your friends will be loyal and it will be really fun working together!
• Be afraid to fire people who aren’t pulling their weight. Firing people makes them mad and making people mad is so uncool. Not cutting the low performers makes you a cooler boss and everyone will like you more even while they are doing twice as much work as the slacker sitting next to them.
• Don’t document anything.  It’s better to talk about the same thing over and over again because you can’t remember what you decided last time you talked about it. This will give you the opportunity to talk to your employees more frequently and they love talking about their projects over and over again.
• Use email as your project management system.  Sending an email to someone ensures they will complete it.  You don’t need any system in place with deadlines, project planning or resource management.
• Regularly forget to attend meetings that you set up. Your employees like getting together in the conference room and waiting for you for 20 minutes until they decide you aren’t going to show up.  It gives them a chance to chat with each other.  And they probably aren’t that busy anyway so it’s not a big deal.
• Every few months, freak out and call a bunch of meetings to find out what’s going on. After those meetings, promptly forget everything that you were told.
• Drastically change priorities regularly. You don’t want your employees getting too comfortable. If they never know what the goal is they will always be on their toes.
• Don’t measure anything. Trust your gut.  It’s always right and will tell you how those tests would have turned out anyway.
• Trash talk your employees to other employees.  Rely on that information getting back to them so they improve performance so you don’t have to waste time on performance evaluations.
• Don’t offer benefits to employees.  Your company is so unique and awesome that people should want to work there for free.
• Argue with employees in front of their peers. This lets them know you care about their projects.
• Go around managers and task their employees. Rely on the employees telling their supervisor what they are working on. The managers will be grateful for you giving their underworked staff something to do.
• Be “too busy” to properly communicate or use tools that everyone else uses to manage projects.
• Never hire people that are smarter than you. You don’t want them showing you up.
• Consistently tell your employees how busy you are. They aren’t busy so hearing how busy you are will make them realize how important and smart you are.
• Have your employees send you lots of reports but don’t bother reading any of them.  Then regularly stop by and ask employees for updates on projects even though the full update is in the reports you ignore.
• Give vague directives like “follow up on the email I sent last week” and assume your employees know which email you are talking about.  When they ask which email, pretend they are stupid for not knowing what you’re talking about.
• Be impatient.  Employees are really motivated by you standing over their shoulders while they work. Also, calling them every 30 minutes to find out if something is done makes them more efficient.

Sadly these are all things I have witnessed far too regularly.  I actually did witness them all in one company, which coincidentally isn’t doing so hot.  I’ve done some of these things myself.  But through years of being the low level employee, then being in middle and executive management, and now running a business of my own, I’d like to think I’ve grown and learned a few things.

So take a hard look at yourself and your management style and make sure you’re not a major offender. If you are, you can change. You’ll find that not only will your employees be happier but you’ll be happier with their performance and output. Having good communication with your employees will always result in a better product or service for your clients and a stronger company overall.

Other than self breast exams or (self-assisted breast exams ) the next best thing you can do is support breast cancer research. A great way to do that while getting something cool for yourself is by visiting CustomizedGirl.Com. There you can easily make a t-shirt that says whatever you want and 10% of your sale will be donated to breast cancer research. Plus you will receive $5 off your order! Just enter the code CURE09 when you check out. They have 4 great shirt options that are only $10 each right now so there’s no better time to grab a shirt and help save our tatas!

So if you are like I used to be and have too many products cluttering your bathroom it’s time to throw away everything you don’t use and make some space for products you will love and use religiously. Save yourself time and money by finding the products that work best for you and don’t keep a stockpile of products you used once and hated. And if you have a website, do your female friends and readers a favor by posting your must-have beauty products!

Here are my favorite products, most that you’ve probably heard of, and one secret powerful product you may not have heard about.

Best Beauty Deals

• Facial toner: Witch hazel is a favorite among professionals and has been handed down as a beauty trick for generations.  Witch hazel is a natural astringent which will clean your skin while soothing it and reducing pore size.  A bottle of fancy toner such as Komenuka Bijin / NS-K Special Serum Toner can cost nearly $80! A bottle of witch hazel costs a couple of dollars and has multiple uses such as treating cuts, burns and bug bites.
• Body Lotion: Jergens Original Scent lotion is my go-to allover lotion.  I’ve tried firming lotions, smoothing lotions, shimmery lotions, fancy scented lotions and every other type of lotion you can imagine and I always come back to Jergens for the great price of around $5.  There are many bargain lotions such as Suave and store brands but I find they don’t have quite the same moisturizing power as Jergens.  Plus the great cherry almond original scent is a classic.
• Facial Cleanser: Olay Complete Lathering is my current favorite cleanser. I like a cleanser that foams well and removes my eye makeup without leaving my skin feeling tight.  Olay does the job well but can leave some residue around your eyes if you do a really smokey eye or wear waterproof mascara.  I think this is pretty standard for any foaming cleanser and at the bargain price of $2.75 for Olay Complete Lathering Cleanser you can afford to wash twice if needed.

Best Time Savers

• Deodorant: Dove Visibly Smooth Clinical Protection Deodorant is my favorite new product. Dove promises that in “several weeks” you will see a reduction in hair in your armpits with regular use.  I wasn’t expecting to see any visible difference until I’d used at least one stick of the product. But, after only 2 weeks my hair was thinner and growing slower. After a month of use I can go 3 to 4 days without shaving my armpits before I have the stubble that I used to have after only 2 days. Normally Dove deodorant does work very well for me so finding the Visibly Smooth solid available in clinical strength was ideal. At only 2-pack Dove Visibly Smooth is already a great deal for a clinical strength deodorant but when you get the added benefit of shaving less often, this is a no-brainer!
• Shaving Gel: Aveeno Positively Smooth Shave Gel is another product that promises to reduce hair growth over time with regular use. It has a soy compound that supposedly binds with your skin to stay on after your shower (without residue) and reduce the rate of hair growth while making the hair thinner. I’ve just started using this product but if it works as well as Dove Visibly Smooth Deodorant, I’ll be a fan for life. You can pair the Positively Smooth Shave Gel with Positively Smooth Moisturizing Lotion for even greater hair reduction power as well. At less than $5 each for the shave gel and lotion, these products are all ready a bargain. But when you consider the time you will save by not shaving as often, the money you will save by not replacing your razor as often and the benefit of having smooth legs more often you almost have to add these products to your routine!

The Basics

• Facial Moisturizer: Olay Regenerist UV Defense Regenerating Lotion with SPF is a good buy at $12.90 for 2.5 ounces. It moisturizes well while offering that ever-so-important SPF coverage and has the added benefit of anti-aging properties.  Regenerist is one of the best bang for your buck product lines out there right now. But, if you don’t want anti-aging or if you’re looking for an even bigger bargain, Olay Complete All Day Moisture Lotion also has SPF 15 and is under $10 for 4 ounces.
• Shampoo & Conditioner: Pureology is the brand my stylist recommends and I have been in love with it since the first time I used it.  It’s a vegan line but still offers the same great cleaning and conditioning power of traditional products.  I use the “Hydrate” Shampoo and Conditioner because I color my hair and because I *love* the minty tingle from the conditioner.
• Foundation: Any mineral foundation. Really.  I made the switch to powder mineral foundation about 7 years ago and I can never imagine using liquid foundation again. Mineral foundation covers what you want to cover without stopping your natural radiance from showing through. You can also blend bronzer and blush over mineral powder foundation more easily than you can over liquid foundation.  If you have someone that you can get Mirabella products from I recommend you try them. But since they can only be purchased by beauty professionals and are more expensive you may not have access to them or want to spend the additional money.  Bare Escentuals and MAC both make great mineral foundations or you can try any brand that is in your price range.  You won’t be sorry!
• Nightime Lip Care: Kiehl’s Day Care Lip Balm #1 sits on my nightstand at all times and I won’t go to sleep without putting it on.  I use Chapstick religiously all day but at night I like to have something a little more powerful at night so my lips still fee moisturized in the morning. But, this lip balm is great for all day usage as well and gives your lips a great shine. It also has SPF 4 in it to prevent those wrinkles around your mouth that age you beyond your years.

Secret Product Tip

• Certain Dri. Have you ever gone out dancing and half way through the night you throw your arms up in the air only to realize you’ve got sweat circles under your arms despite the antiperspirant you applied right before you left your house? Or do you have to avoid buying certain fabrics and shirts in the summer because you know you can never wear them without worrying that you are “pitting out”?  You will never have to worry about that again if you follow my secret product tip and use Certain Dri. For less than $6 you can pick up a little bottle of magic.  This is the best antiperspirant you’ll ever use.  You apply it at night and will be sweat free for up to 3 days after application. I recommend you use it on a day that you didn’t shave your armpits or it can cause itching and irritation.  And if you have really sensitive skin you may have irritation.  You don’t need to be concerned about any health risks by preventing any sweat from being released from your armpits as less than 1% of your overall sweat glands are found there.  So, if you can remember to put Certain Dri on at night once or twice a week, you will have the driest pits in da’ club and be able to wear any shirt made of any fabric you want.  You’ll thank me later!

Unfortunately, I never had a good black bag that I loved.  I feel like many black purses, regardless of the designer or price tag, look cheap.  Maybe it’s because of my many days at the Sturgis Motorcycle Rally, being surrounded by black biker leather or maybe it’s just because I never found a bag that “spoke” to me.  That changed the first time I walked into a Coach store.  The first black bag I saw was nearly surrounded by a glow it was so perfect.  I gladly forked over the $400 for that bag knowing that I could carry it with almost any outfit.  That was the extent of what I considered “higher end” purse purchases for me except a brown Via Spiga and a yellow B. Makowsky that I got on the cheap at DSW.

Fast forward a couple of years and I was still happily carrying my Coach bag 5 days out of the week.  The I met Vlad at SEO Spring Break 2009.  Vlad owns purseblog.com, which offers designer handbag reviews and news, with his wonderful wife Meaghan who is The Purse Blog’s “resident bag enthusiast” and editor. After some sweet talking and schmoozing…okay after some boozing…Vlad decided to properly introduce me to the world of designer bags.  I exchanged numerous emails with Meaghan and looked at hundreds of bags without finding one I liked.  After what felt like an eternity, I finally found two that I liked, a black Prada bag and a tan Chloe.

I ended up choosing the Chloe bag because it was such a rich, gorgeous color and unlike anything I had in my collection.  After deciding on a bag, waiting for it to arrive was agony! Every time I heard the UPS truck outside my house I would run to the door hoping to hear a box land on my doorstep.  When the bag finally arrived it was well worth the wait.  The bag is the exact color it looks in the picture and is even larger than I expected.  The leather is luxurious and the craftsmanship is superb.  The bag is a little big for taking into a crowded bar but it is perfect for day-to-day activities since you can fit everything and anything in it.  However, despite being large it doesn’t overpower you or look like you are carrying an overnight bag for a purse.

I couldn’t be happier with my introduction to designer purses and vow to never, ever buy a cheap purse again.  Thank you to my friends at The Purse Blog.  I am now converted to your religion.

2. Not working for weeks on end: Rich people are retired or have people who run their companies for them.  Poor people either can’t find work or choose to live off government benefits.

3. Driving really old cars: Rich people buy old cars and fix them up so they are “classics”.  Poor people can’t afford to drive any car made in the last 3 decades.

4. Naming their kids after the father: Rich people have many children all named Kinglsey (the 3rd, 4th, 5th). Poor people have many children all named Ray Bob, Jr.

5. Showering outdoors: Rich people have beach houses with outdoor showers to rinse off the sand after they’ve been on the beach.  Homeless people use broken fire hydrants, fountains or outdoor faucets to wash up.

6. Large families: Rich people breed to carry on their legacy. Poor people breed to get more welfare.

7. Eating very small food portions: Rich people pay loads of money for gourmet meals that consist of small portions that leave you hungry.  Poor people have to ration their food supply and therefore eat small meals.

8. Thrift stores: Rich people shop at thrift stores for “vintage” clothing.  Poor people shop at thrift stores for anything they can afford.

9. Getting things for free: Rich people get things for free because companies want them to recommend the products to their rich friends.  Poor people get things for free from charity.

10. Depression: Rich people are depressed because they are bored and it’s trendy. Poor people are depressed because, well, they’re poor.

If you have more things rich people and poor people have in common, please leave them in the comments below.  Thanks!

We then headed off to San Antonio, TX which is one of my favorite cities in the country.  We stayed near the Riverwalk and took a boat tour down the Riverwalk and had lunch before hitting the road for the long drive through west Texas.  The next two days were pretty much just a blur as we just drove as much as possible to get home by Friday the 10th making our trip a full 2 week journey.

We’ve been home now for just over a month and are back to our normal lives.  I already miss the road trip snacks like Slim Jims, Skittles, chips and Blue Smoke Homemade Salsa so I am looking forward to our next road trip.  Although I don’t know how we will top this one!