Big
Thinking

It used to be so easy. You build a great ad campaign. You figure out how to achieve the needed frequency and reach with the right mix of TV, radio, newspaper and/or outdoor. Then, you wait to see how it all works.

As a small business owner, it can be hard to decide how to prioritize your efforts when it comes to branding and marketing. Much of your time and energy is focused on your product or service, your cash flow, and where you will find your next customer.

Chances are you've probably heard that Facebook recently underwent another Facelift. And while some of the previous modifying, updating and sculpting over at Facebook have gone undetected, this change has turned more than just a few heads.

Remember me? Its me, your brand. The two of us used to be very close. I was the only thing you would think about all day. You used to focus all your attention on me. And we'd talk all the time.

Facebook now has more than 500 million active users. Five hundred million! That's a 5, with eight zeros behind it. And that's not all. Of the 500 million active users, 50 percent log on to Facebook in any given day.

Indulge us, if you will, with this little scenario: One morning you open your Outlook to find your inbox full of emails from friends, colleagues and clients who are shocked and outraged about a comment one of your employees made on an industry blog.

A local small-business owner recently asked me, "Do I need to be on Facebook?" Well, it depends. Nearly one out of five small business owners are actively using social media in their business.

If you think about it, Cupid is a pretty powerful little fellow. He can aim his bow and arrow at just about anyone and make them fall deeply in love. Don't you wish you could harness that power in your marketing efforts?

One of the most challenging aspects of landing a new customer is getting their attention. Over the years of helping clients with this challenge, we've learned that one of the most effective ways to tackle this is to send an engaging key account mailing.

We live in a buzz culture, where the best kind of exposure often comes from word of mouth. Word of mouth is the type of publicity that will fire up your sales and ignite brand recognition.

A solid brand can be the difference between business success and failure - especially in this economy. A strong brand helps you stand out from your competitors, adds value to your product or services, and helps you connect with your consumers.

The traditional marketing and branding model is changing. The standard model was a "one-to-many" proposition, where you try to get your message to as many people as possible.