15 Ways to Build Your Subscriber List

I just switched e-mail providers as of today and felt that Get Response has a lot to offer. Here is an affiliate post that I think you may find interesting on building your subscriber list.

Email marketing can be profitable for any business, no matter what kind of product or service you offer. It is significantly cheaper than other advertising methods and, if done right, helps build loyalty and trust with customers. As a result, you generate more sales and more profits!

The foundation for successful email marketing is a targeted, permission-based email list. Marketers call contact lists their "goldmine" because it can generate much of their sales revenue. If you've built up a list of opt-in subscribers that are qualified and interested in what you have to offer, then you've completed the first step and are on your way. Now it's time to "mine" for gold!

Below you'll find several list-building and retention ideas that will help you get the best results from all your email marketing activities:

1. Provide useful, relevant content. Your visitors will not give you their email addresses just because they can subscribe to your newsletter free of charge. You have to provide unique and valuable information that will be of interest or use to them.

2. Add a subscription form to every page on your website. Make sure it stands out so it is easy to find. If it doesn't look cluttered, you may want to include more than one on some pages. For instance, if your opt-in form always appears in the top-left corner of your site, you may want to add one at the end of your most popular articles.

3. Add subscription forms to your social media pages. Make sure that you don't waste this valuable source of revenue opportunities. Integrate your sign-up forms with Facebook and more!

4. Make it easy for readers to sign up. The more information you request, the fewer people will opt-in. In most cases, a name and an email address should suffice. If it's not necessary, don't include it here. You can always survey them once they're customers! We do recommend that you provide a link to your Privacy Policy however.

5. Publish a Privacy Policy. Let your readers know that they can be confident you will not share their information with others. The easiest way to do this is to set up a Privacy Policy web page and provide the link to it below your opt-in form. (Note: If you don't have one, put the words "privacy policy generator" into a search engine and you should be able to find a suitable form to use.)

6. Provide samples of your newsletters and Ezines. This lets potential subscribers review your materials before they sign up to determine if it's something they'd be interested in.

7. Archive past newsletters and articles. An online library of past newsletters and articles is both appealing and useful to visitors and builds your credibility as an authority. In addition, if your articles are written with good SEO techniques in mind, they can increase traffic to your website through enhanced search engine positioning.

8. Give gifts subscribers can actually use. Offer an opt-in bonus for joining your subscriber list! Write an ebook or provide a PDF business report, or even hire a programmer to create downloadable or web-based software. But don't limit yourself to offering gifts to opt-ins. Give them out when your readers fill out a survey, provide a testimonial, success story, or a great product idea. Let them know when they can expect the next gift offer. Everyone likes to get something for free! And if you pass out "goodies" throughout the year, your subscribers will feel truly appreciated − and that's good for business!

9. Ask your subscribers to pass it on. Word of mouth is a powerful viral technique that works great with email marketing. If your subscribers find your content interesting, amusing or informative, they'll probably share it with their friends. This can be a great source of new customers, so make sure to remind them to "pass it on".

10. Let others reprint your newsletter as long as the content is not modified. If you're happy to share your content with the universe, then why not! Many webmasters and newsletter publishers are actively looking for high-quality content and, if they reprint your newsletter, you'll get new subscribers, and more traffic and links pointing to your site.

11. Include a "Sign Up" button in your newsletter. If you're using plain text instead of HTML, be sure to provide a text link to your subscription page. You may feel that this is not required because the subscriber is already on your list, but remember that readers will forward your newsletters to others, or reprint them online. Make it easy for them to subscribe!

12. Add a squeeze page. A squeeze page has one goal − to acquire opt-ins and build your list. Think of it as a mini-sales letter to go along with your subscription or opt-in gift. It should feature a strong headline and a couple of powerful benefits that should make subscribers salivate to sign up! Once created, use a service such as WordTracker to find hundreds of targeted keywords, and promote your offer using pay-per-click advertising from Google, MSN and Yahoo. Now that should make a splash!

13. Include testimonials on your squeeze page. This is crucial. Put one or two strong testimonials from satisfied customers on your squeeze page. This can be in any format, but you may find that multimedia (audio or video) is more "believable" and inspires more people to action. To further enhance believability, get permission to use actual customer names, locations and/or urls (Don't use "Bob K, FL"). Add a note inviting others to participate. After all, it's free publicity!

14. Blog religiously. Blogging is a great way to communicate with prospects and potential customers, and creates a nice synergy with your email marketing. Be sure to include your newsletter sign-up form on each page of your blog. You can start a free blog at Blogger or WordPress.

15. Post on other blogs. Post thoughtful comments and information on similar blogs with a link to your squeeze or opt-in pages. Also comment on others' blogs through trackbacks. In most cases, your comments will be posted on their blogs with a link back to your site. This is an easy way to generate new traffic and subscribers, and get your brand out there!

Learn more about Get Response.

Technorati Tags: get response,email marketing,squeeze page,ezine,blog

The Marketing Funnel using Six Sigma DMAIC – Improve Stage

The first 3-steps of the DMAIC process answered the questions: What is important, how are we doing and what is wrong? We also considered the marketing funnel stages of Awareness, Consider and prefer. The fourth stage of the process in DMAIC is Improve and in the Marketing funnel it is Evaluate or Trust. Now, we get to the stage that we have been waiting, create the solution, validate and optimize the process. Or, in simpler terms, what needs to be done?

After all the hard work of the previous stages, it goes without saying but you must improve on the root cause of the problems not something else. It sounds silly to say, but the people that were good at doing all the detective work in the previous two steps are not necessarily the problem solvers in the organization. Roles may shift and different agendas may creep into this stage. This is important if this shift takes place stay on task and work on the root cause.

All solutions are not equal. Typically, without too much analysis you can weed through them and narrow the good ones down to several ones that address the root cause. The remaining ones should be systematically eliminated or ranked in order of feasibility to include perceived effectiveness, ease of implementation, within budget constraints, and the ability to measure. What good is a solution if it cannot be measured on how effective it is? Another criterion that I recommend is the ability to pilot test. A sampling of your solution can be a very effective way of deciding between two seemingly equal solutions. Especially, if one requires a substantial investment. A solution matrix is a very simple and visual tool for comparison. Several other tools that can be used our Tree Diagrams and Design of Experiments (DOE).

This is also the stage that I develop a future state map using the Value Stream Mapping Tool.

Marketers are just at the stage of get someone to evaluate or try the product. They are thinking download for thirty days, use this sample, and attend this webinar and other ways of evaluation. My thinking is that after you have accomplished the other three stages of the funnel; you are ready to demonstrate that you solve ROOOT CAUSE. Can you? Most jobs are lost at this stage because of a lack of clarity. You solution must be crystal clear and be without a question on how you will solve the prospects’ problem and deliver that solution. It is also imperative that you turn your solution into dollars. What is the ROI you are contributing?

Related Posts:

The Marketing Funnel using Six Sigma DMAIC Methodology
Following the Customer’s Need in Your Value Stream Map
Ever hear of the Term Value Stream Marketing?

Technorati Tags: Six Sigma,Marketing Funnel,Value Stream Mapping,Future State,Improve,DMAIC

The Marketing Funnel using DMAIC – Control Stage

The first 4-steps of the DMAIC process answered the questions: What is important, how are we doing, what is wrong and what needs to be done? We also considered the marketing funnel stages of Awareness, consider, prefer and evaluate. The fifth stage of the process in DMAIC is Control and in the Marketing funnel it is the commit or buy stage. This is where in Six Sigma we document the process and standardize meeting critical to quality (CTQ) issues.

This step involves taking the improvements and implementing them. We will document standard operating procedures, create are process control plans, and establish a control process. The one final step is handing off the process or transitioning the process for implementation. It is imperative that we create an operation that is stable, predictable and meets the customer requirements. This is the implementation supported by documentation and project management to put all the work into practice. Another way of saying this is how we are going to guarantee performance.

In the marketing funnel it comes down to the basic decision to commit or buy the product or service. As I said in my last post, clarity is the number one issue that may prevent you from succeeding if you meet root cause. Customers want consistency. At this stage, you will see price and confidence that you can deliver what you say seemingly becoming the greatest issues. If price was the overwhelming issue, just think of how many times you have lost a job to a better known brand. Why? Security and your lack of ability to address the root cause with unquestionable clarity.

The Control process of Six Sigma can certainly teach us a few things. Creating an operation that delivers a stable and predictable outcome is the purpose of not only the Control stage but the entire DMAIC process. If you have identified predictable measures that the customer can visualize and satisfy the root cause of his problem, you are well on your way of obtaining commitment.

Another stage of Control is handing off of the project for implementation. How many marketing projects are not supported by sales or vice versa? Sales efforts can be undermined especially when the process is does not monitor predictable results. The ability to control this stage of the process may prevent you from caving into unreasonable demands that prospects may place upon you. However, most worries are not about the prospect but in the effort to close sales many organizations will take their eye off the target and take jobs that may or not solve the root problem for the customer. Seldom in that circumstance will you deliver the product or service that the customer is hoping for. It may even be over delivering, which not only is wasted but to the prospect unclear and not evaluated appropriately. Sales will look at this as part of these results and either determines that there is a greater degree of flexibility in the product/service than there is and/or that pricing could be adjusted because the next customer may not need all this. This is not a problem of sales, you have built the platform and handed off a poorly designed control phase. Build a process management plan for implementation and establishing ongoing measure and methods to be used for improvement will facilitate your process.

Related Posts:

The Marketing Funnel using Six Sigma DMAIC Methodology
Most Marketing Systems are Out of Control.
If you control it well, it flows well!

Technorati Tags: Six Sigma,Marketing,Controls,Marketing Funnel,DMAIC

Value Stream Mapping in Lean

Drew was my guest on the Business901 Podcast. Our talked centered around on how Drew used the Lean tool of Value Stream Mapping. I think you will be surprised by a few of his answers.

Drew is currently Managing Director for Change Management Associates. CMA provides Lean Enterprise Consulting and Organizational Development services to industrial and service organizations representing a wide variety of industries including: Healthcare, Transportation, Distribution, Education, Financial Services and Manufacturing. Drew first became involved in the development and delivery of innovative Business Improvement programs while working for General Electric in the 1980s. In 1990, Drew left GE to form CMA. Since then, he has utilized his diverse experience to help develop creative solutions for the companies with whom CMA works, in order to improve their business performance.

In 2004, Drew co-authored a book titled, “The Complete Lean Enterprise: Value Stream Mapping for Administrative and Office Processes ”. The book won a 2005 Shingo Prize for Manufacturing Excellence in Manufacturing Research. In 2008 he published a book titled, “Value Stream Mapping for Lean Development: A How-To Guide for Streamlining Time to Market ”. This book demonstrates the application of Lean Thinking to the third primary value stream, “problem solving”.

Powered by Podbean.com

Related Posts:

Considering Lean, Check out this Lean Journey

Using FIFO in the Value Stream Mapping process for Marketing

Using Value Stream Mapping Software

Following the Customer’s Need in your Value Stream Map

Technorati Tags: Value Stream Mapping,Lean,Lean Development,Shingo

Start with 300, Get to 1,000 in 2010

This past year I have given the following workshops:

• Getting Started in Social Media
• Marketing your Black Belt
• Get Clients NOW!
• 7 Steps to Small Business Success aka Duct tape Marketing
• Become Employable
• Becoming Self-Employed
• Lean your Marketing with Referrals
• The Pillars of the Lean Marketing House
• Get Hired NOW
• Lean Marketing Assessment
• Funding your Nonprofit
• Etc.

The reason I list them is that there is a common theme that is in all of them and in Seth Godin’s Blog today he mentioned it in a slightly different way:

Seth’s Blog: First, organize 1,000

In Summary: What's difficult? What's difficult is changing your attitude. Instead of speed dating your way to interruption, instead of yelling at strangers all day trying to make a living, coordinating a tribe of 1,000 requires patience, consistency and a focus on long-term relationships and life time value. You don't find customers for your products. You find products for your customers.

He also mentioned Kevin Kelly’s blog The Technium discussion on 1,000 True Fans.

In Summary:  The key challenge is that you have to maintain direct contact with your 1,000 True Fans. They are giving you their support directly. Maybe they come to your house concerts, or they are buying your DVDs from your website, or they order your prints from Pictopia. As much as possible you retain the full amount of their support. You also benefit from the direct feedback and love.

So what was my common theme: Most people know approximately 300 people on a casual basis. In fact, when not knowing, many wedding planners, funeral directors will use than number as a figure.  So if you know 300, does that mean your wife or husband will know 300 probably not but maybe a 100. What about both of your parents, your siblings, your cousins and people that know you well? Everyone knows 300 people. If you start working with just the people you know in a short time period you can effectively  be marketing to a 1,000 people. If you are a professional service provider, looking for a job or even a nonprofit. Getting to that 1,000 people plateau can be very effective.

1,000 is not that big of number! And it is a great goal for the New Year,  Go for it!.    

Related Post:

Where do you start your job search?

Using the Theory of Constraints in Marketing

Another word for Marketing – How about Voice of the Customer?

Technorati Tags: Seth Godin,The Technium,Marketing,Prospects,Job Seekers,Black Belt,Lean

DMAIC – Measure stage related to the Marketing Funnel

Processes lend themselves to measurement. If you treat your marketing as a process, then you should be able to measure your marketing. The define stage answers the question: What is important? The measure stage will answer that question by asking: How are we doing?

I stated in a previous post that the purpose of the Measure stage was to quantify process performance and deliverable was to determine baseline process performance. Without these facts, you will be very ineffective in improving performance. This is the stage which is most difficult for the novice. Adequate measurements in the current state are simply not there many times and as a result we either never get out of this stage be trying to be too precise or we move on without inadequate information that causes us reduce effectiveness of the latter stages. Another common fault is that we start analyzing the data which is the next stage of the process.

Remember that this is a current state not a future state step in the process. Remember, if you think something that you are doing is not measurable, there is someone already measuring it, YOUR CUSTOMER. This brings us back to the marketing funnel and I am correlating the measure phase to the consider phase. In the consider phase, or the like stage of the funnel, prospects are aware of you but now you must prepare them to consider you as a worthy candidate. How do you do that? In the DMAIC methodology we use tools such as Critical to Quality and other tools to determine what is important to a prospect. Instead of thinking about this step from an internal point of view step back and consider what the prospect would use to measure your product or service and make the decision to move through the funnel. Developing measures with customer input will certainly help a prospect move though the funnel.

At this stage, do you know how a prospect is measuring you? What is the most Critical to quality standard that influences your product or service? What is more critical than others? The old saying is that people perform by how they are measured? If your company is based on how they are being measured do you have measurements in places that you are performing too?

This is an area that we taking the process map to a deeper level or developing the current state in a Value Stream Mapping process?

From the Developing and Measuring Training the Six Sigma Way: A Business Approach to Training and Development book, they state that customers' expectations have three aspects: assume, expected and desired. The assumed customer requirements are the basics and typically are only communicated when the customer is dissatisfied. The expected customers have come to anticipate, certain features from their experience or by observing them in the marketplace. The desired customer requirements, however, are not objectively communicated to the supplier. They represent what desires the customer would really like to have met but does not expect. Some call these customer delights. Could you be scaling yourself in these three areas?

Developing marketing measurements requires a mind-set for accountability. Measurements must be understandable, quantifiable, and economic. Customers objectively and clearly state these requirements and pay the supplier for meeting their explicit expectations. We must be there listening and responding to them. The more these requirements are met, the more the customer is satisfied.

Do you have listening posts built into your processes? What targets are you meeting?

Related Posts: The Marketing Funnel using Six Sigma DMAIC Methodology The Marketing Funnel using Six Sigma DMAIC - Define stage Why Do We Measure? Related book: What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

Technorati : Marketing Funnel, Marketing Process, Measure, Process Map, Six Sigma, Value Stream Mapping

New in the Get Clients NOW Answer Center for December

New in the Get Clients Now Answer Center

Here are this month's new additions to the Answer Center.

• How Do You Value Your Services? - Article by Joan Friedlander
  Do you choke on your words when it's time to tell a prospect your fees? Do you find that you're doing more than you contracted for without being paid for your efforts? Do you notice that your clients don't do their part to make the most of your work together? You might be devaluing your services.
• Is This the Right Business for You? - Article by C.J. Hayden
  Evaluating a new business concept is one of the least glamorous aspects of launching a new product, service, or enterprise. When you are excited about a new idea, you may not want to take the time to stop and examine it critically.
• How can I grow my one person company? - Q&A by C.J. Hayden
  If you've been operating a successful professional services firm as a solopreneur, it can be a smart move to leverage your experience, contacts, and track record in the industry by adding other professionals to your team.
• More Money or the Pursuit of Happiness? - Article by C.J. Hayden
  We self-employed professionals are constantly faced with difficult choices about how to best grow our businesses. Should I pursue this line of business or that one? Would it serve me better to choose Niche A or Niche B?

Related Information;

Subscribe to the Get Clients Now E-Letter

Evaluating your Marketing Funnel, Only Seven Levers matter

Business901 Get Clients NOW!

Technorati Tags: Answer Center,Get Clients NOW,Marketing,Professional Services

Using DMAIC for your Marketing Funnel

If you search Google, there are 88,800 thousand images for the marketing funnel and 38,100 for the marketing hourglass depicted. All having a little different twist going from the Duct Tape Marketing Know, Like and Trust to the Awareness, Consider, Prefer and more. All of them depicting a systematic way to go from initial contact to buy and many of the adding the referral and repeat stages. I believe a systematic way to manage your marketing should not be an option but a fundamental of marketing.

In previous blogs, you have heard me mention that one of the main culprits is variation and the lack of proper segmentation. We think of segmentation both in a horizontal fashion and a vertical. Horizontal will typically result in segments such as: Direct, Internet, Distributor, Joint-Venture and so on. The vertical aspect of your Marketing Funnel is the image on the right depicted below. This funnel allows you to assign different products to each process stage in the hope of maximizing efforts.

However, if you attempt to improve your Marketing Funnel, how would you go about it? Being a Lean Six Sigma Black Belt, the Marketing Funnel bears a close resemblance to the DMAIC process of Six Sigma. Not that I am trying to replace the marketing funnel with DMAIC, but it certainly would not hurt to analyze the resemblance to improve our marketing process. Using some generic definitions of DMAIC and just relating them to the Marketing Funnel can create some interesting observation.

Define
Purpose: Identify the clients, their needs and requirements.
Deliverable: State the need of the client (CTS) and the problem

Measure
Purpose: Quantify Process Performance
Deliverable: Determine baseline process performance

Analyze
Purpose: Identify, Verify and Quantify Root causes
Deliverable: Statistically linking input with output

Improve
Purpose: Create the Solution and Validate
Deliverable: Optimizing Process Operating Conditions

Control
Purpose: Document and Standardize Process
Deliverable: Meet Critical to Quality(CTQ) consistently (Involvement)

Looking at your Marketing Funnel from the DMAIC viewpoint is not that farfetched, is it?

Related Posts

Your Marketing Vision should define your Customer's Core Problem
Following the Customer's Need in your Value Stream Map

Considering Lean, Check out this Lean Journey

Jim Lewis was the guest on the Business901 Podcast and the last half of the podcast was a Lean Transformation in itself. It is one of the best 15 minutes that I have hosted. Our discussion centered on how to begin with Lean and the development of a Value Stream Mapping. Jim is an authority in the Lean business philosophy and is one of the principals of The Center for Lean Learning, LLC.  The Center is dedicated to working with business and industry to develop and implement a strategy for improving productivity and cost containment, both of which are crucial for profitability, especially during the current economic downturn.

Lewis has been championing the Lean business philosophy as an industry consultant since 1992.  He has thirty-five years experience in operations management, engineering, and Lean transformation facilitation in a variety of industry environments including printed circuit boards, plastics, automotive, foundry, metal fabrication, furniture manufacturing, packaging, and visual merchandising.  His experience and expertise will ensure a successful transition to Lean at your business and help position your company as a key player in the global marketplace.  Jim is a contributing editor for a trade publication and the author of Learn to be Lean, and Story of a Lean Journey.

P.S. If Jim is ever looking for a job he should be a Radio host. A great voice.

Technorati Tags: lean,value stream mapping

Don’t Call it training, Call it anything but that.

The key issue for most organizations are increasing revenue or decreasing cost. At the present time it is much easier to decrease the cost. I believe that to get better results you must continuously improving your business and one method of doing that is through training. But presently, training events are getting cancelled or postponed in the effort to decrease cost. Training budgets are the first to get cut when business takes a downturn. Time is also scarce. With cutbacks in practically all departments there is little time to participate in training events.

So, how do we correct this and train our workforce. Troubled times sometimes make us see the light. Maybe, we have been going about most of our training wrong. Michael Balle, author of the Lean Manager and The Goldmine brought up how Toyota creates training opportunity. He Said; “Now, let me take an example, for instance, an andon system, what an andon system is when operators have a problem, they pull a rope, have lights, lights with a station and their team leader has about a minute to two to react and if not the line stops. What happens is that every time an operator has a doubt, they pull the cord, the team leader comes and what the team leader does is to check whether there's a problem or not.

I'm wandering around looking at pictures of guys and going, "mm, very good for management reactivity, yes?" I said, "no, operator training," so of course I went back to him, "you mean management reactivity?" I said, "no, it has nothing to do with management reactivity, it's operator training," so we're having this back and forth and he says, "OK, what do you mean by operator training?" So, he says "this is an opportunity to have a conversation about work centers and about standardized work with operators, conjointly. Now when the line actually stops, then yes, it becomes a management reactivity issue, but we don't want to stop the line."

Viewing training from this perspective results in a new context for organizations. They will be working more closely, more hands on with the individuals actually doing the work. It will also identify more opportunities for improvement. It may identify skills that are lacking and prioritize the actual improvements for them(Don’t call it training).

Focusing on improvement, and not training, requires a totally different thought process. This is a great STEP IN STARTING A LEAN CULTURE? WHAT DO YOU THINK?

Technorati Tags: Lean,training,continuous-Improvement

Are there Bronze, Silver and Gold Belts ahead for Lean?

Lean Certification Program Sponsored by AME, SME and Shingo Prize

My Sunday blog post is typically from a Business901 affiliate. This week I would like to use the opportunity to highlight a Lean certification program designed by three organizations – the Society of Manufacturing Engineers (SME), the Association for Manufacturing Excellence (AME), and The Shingo Prize for Excellence in Manufacturing – this alliance has established the standard for continuous improvement and Lean practices. My post is not intended to add any fuel to the fire on whether certification is needed. If certification is something that needs to be debated these three organizations have at least step forward and started to establish some criteria for certification. So if certification is around the corner will we have Bronze, Silver and Gold belts. If not belts, maybe shoes. We do walk to Gemba!

From the SME site:

This Lean program is the benchmark for achievements and personal growth in Lean.

Individual Benefits: Why begin the Lean journey?

• Develop career planning milestones
• Gain a portable, career credential
• Share and gain Lean knowledge through mentoring others
• Align to the Lean knowledge and competency standard
• Attain abilities recognized across the industry
• Develop a portfolio of your experience

Company Benefits: Why have employees begin the Lean journey?

• With an established Lean standard, companies enjoy a clear understanding of the capability of their resources.
• Provides the opportunity for significant training and development.
• Mentoring is a fundamental part of the Lean program, helping to mold new Lean experts
• Standardize Lean practices within organizations, regardless of size or industry

KNOWLEDGE + EXPERIENCE = LEAN STRENGTH

Do you have any thoughts on Lean Certification?

Technorati Tags: Shingo Prize,AME,SME,Manufacturer,Lean,Certification,Six Sigma

Lean Project Management Recommendations

Now, that you may be considering Gant Charts, Pert, Predecessors, Resources and even Subordinating task, I want to tell you a secret. You still are not managing your project. You are scheduling your product and giving yourself tools to visualize the management of your product.

I have for years followed the Ten Step Project Management philosophy for Project Management.  It is a well thought out and is a proven method of Project management. Out of all the books that I have read on the subject and use,the one I would recommend starting with is  Lean Project Management: Eight Principles For Success by Larry Leach(Amazon Link).

Benefits of the lean project management approach include:

• More successful projects (satisfied customers and project team, full-scope, on-time, under-budget).

• Faster project completion.

• Simple project status.

• Reduced unnecessary project paperwork.

• Clear signals on when to take action on the project.

• Reduced pressure on project team members.

• Reduction of the waste that causes project delays: multi-tasking, queuing, Student Syndrome, Parkinson's law.

Learn more and download a free chapter if you go the E-book section in the TenStep Store for templates, eBooks and many other project management products., under the title Lean Project Management: Eight Principles for Success.

If you choose to just to learn a little about Project Management and the Terms used in this field  Click here to download a free ebook!

Technorati Tags: Project Management,Lean,Lean Sigma,TenStep

Basic of Project Management for Lean Marketing

The last several posts have discussed several products and resources for project management. Good project management has to occur throughout your organization to be successful. Your company probably has a great deal of knowledge and is already using a software package for scheduling such as Microsoft Project. I want to reiterate the point I made before Scheduling is not Project Management.

I use Microsoft Project Standard 2007 for a very simple reason. I started using it, it was the 2nd program I ever bought, when it was furnished with two- five and a quarter floppies. I have upgraded through the years and currently using the 2003 version. It is a great package, and I have been very well pleased. However, it is $600.00 and many organizations will not use the full functionality of it. There are numerous packages both on-line and off-line that are very competent, and I recommend you evaluate each based on your individual needs.

An Affiliate resource of mine, Systems2win has a very unique set of Project Management tools that are templates for Microsoft Excel. They are part of his Kaizen Bundle offering, and if you understand Kaizen you understand why they are bundled there.

Below is a minimum outline for Project Management in a Marketing Process:

Calendar: Yes, we still could use a graphical list. Some people just have to see it that way to understand it.

Gantt Chart Project Plan: A graphic way for a Project Leader to manage tasks assigned to team members. This is an important tool to and the way I view project 90% of the time.

Project Cost Estimate Worksheet: To estimate project costs.

To Do List: A simple way for a Team Leader to manage tasks assigned to team members. Meeting Agenda & Minutes template: To prepare for and get the most from team meetings

Priorities Consensus Worksheet: To evaluate & prioritize strategic initiatives

Decision Matrix (with Impact Effort PICK Matrix): Provides a visually graphic depiction of the trade-offs between the impact that an alternative will probably have toward resolving the problem, and the effort required. I love Matrixes.

Issues Worksheet: To organize and resolve issues faced by a project or team and to identify and approve potential software customizations

Organization Chart: To define both formal and informal work group structures

Ground Rules for Working Together: Covenants for mutual respect and productive work habits

Change Management Worksheet: To prepare a Communications Plan and other approaches to help people embrace change

Team Members, Roles & Responsibilities: A concise way to summarize who is responsible for what.

Team Support Roles: Clear responsibilities for the Teams that support various project teams

Project Team Facilities Worksheet: To identify facilities needed, and track status of providing them.

The descriptions of these items were furnished by Systems2win. Their Project Management templates included each one of these and more in a Microsoft Word or Excel Template.

Small Project Management: As you become familiar with Lean and the Lean Marketing concept, you will learn about A3 reporting. An A3 Report is a single-page storyboard that is used to systematically identify problems and stimulate creative problem-solving. It is also used for proposals and guidelines for the work that needs to be done. It could also serve as a small project management form if so constructed. However most of the time it will consist of several of the items above embedded into one sheet.

There is so much to learn in project management that I have chosen to create numerous resources in lieu of blogging about the basics.

Related Posts:

The Death of the Marketing Calendar – Part1

Replacing the Marketing Calendar with Project Management

Technorati Tags: A3 Reporting,Marketing Calendar,Microsoft Project,Project Management,Scheduling

Why Social Media is so Lean

 

Wikpedia: Lean is basically about doing the right things, to the right place, at the right time, in the right quantity while minimizing waste and being flexible and open to change.

Lean actually got its name from the best selling book, The Machine That Changed the World: The Story of Lean Production-- Toyota's Secret Weapon in the Global Car Wars That Is Now Revolutionizing World Industry. This management classic was the first book to reveal Toyota's lean production system that is the basis for its enduring success. The next book on Lean, Lean Thinking: Banish Waste and Create Wealth in Your Corporation, Revised and Updated by Womack and Jones, introduced five core concepts:

1. Specify value in the eyes of the customer
2. Identify the value stream and eliminate waste
3. Make value flow at the pull of the customer
4. Involve and empower employees
5. Continuously improve in the pursuit of perfection.

 

These concept have stood the test of time and are still used as the foundation in Lean thinking through out the world. But as I review these concepts look how readily they apply to social media and marketing today.

Specify value in the eyes of the customer: Social Media has brought on a wave of content marketing. As a result, we have more FREE information available instantaneously today than ever. Social Media is about supplying value to the customer. The essence of Social Media is the interaction and discussion. Book Recommendation:  Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

Identify the value stream and eliminate waste: To be effective in Social Media, you have to understand your value stream and do what is important to your customers. If you try to do everything, you will be quite ineffective and realize very little results, if any. Book Recommendation: Get Content Get Customers: Turn Prospects into Buyers with Content Marketing

Make value flow at the pull of the customer: Costumers find you in Social Media by your activity, not by your bombarding of messages. Book Recommendation:  Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media)

Involve and empower employees: Social Media is about transparency and authenticity throughout are entire organization. More people are communicating with each other at all levels of our organizations then ever before. We have no barriers. World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories

Continuously improve in the pursuit of perfection: The bar is raised for us everyday. The people that are falling behind in Social Media may not recognize the world tomorrow. Do you have to jump in and spend vast amount of time in this world. No, not at this point. however, you need to have you not only your toe but a rather large portion of your foot in testing the waters. If you are participating in Social Media, the result of it will be continuous improvement. Shameless Plug: Duct Tape Marketing Social Media Pro hosted by Business901.

 

These concepts have stood the test of time and are still used as the foundation in Lean thinking through out the world. But as I review these concepts look how readily they apply to social media and marketing today.

Technorati Tags: lean,social mediam Marketing,value stream,duct tape marketing

Social Media is here to stay, be ready by the 1st of the year!

The Duct Tape Marketing Social Media Pro Training program has just launched. This innovative coaching program uses coaching, strategy, feedback and accountability functions aligned with a full set of online tutorials and training to deliver the practical, tactical know how so important to the success of the small business. It is only available through the Duct Tape Marketing Community. Complete program content as delivered by Business901 can be found at http://beonlinelearnonline.com.

The program is designed and delivered in a logical sequential order with each session revealed on a week by week basis until all five sessions are revealed. The strategy behind this form of delivery is that it allows both you the customer as well as the coach to focus on the current lesson and progress logically through the program without becoming overwhelmed.

Each lesson begins with an overview presentation of the material, action steps at the end of the lesson and a group of support videos and training that relate to that lesson’s action steps

The Business901 offering includes a Ning style website that will offer members a platform to discuss Social Media questions and to follow certain conversations, blog post and join discussion groups that interest them. It will offer an added learning experience in a small community group. The content of the new site will be user driven and allow members to visit, comment and add their own content.

Why another website, Joe Dager of Business901 was asked; “We can communicate on other platforms such as LinkedIn, Twitter, and Facebook but to learn how to efficiently utilize these platforms is a mystery to many. We realized that there will be "How to questions." As a result, we created an open source platform, so that we could participate in the conversations and add information when necessary but so could everyone else. It will be a membership site, one that organizations and people can use as a resource.” Dager added, "I will be adding content as I see what discussions are taking place and what type of questions that I am answering. It will be much like an classroom setting where you can learn from each other, it will just be online."

Why Duct Tape Marketing: John Jantsch, owner of the Duct Tape Marketing organization is a marketing and digital technology coach, award winning social media publisher and author. Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide" published by Thomas Nelson, with foreword by Michael Gerber, author of The E-Myth and afterword by Guy Kawasaki. His Duct Tape Marketing Blog was chosen as a Forbes favorite for small business and marketing and is a Harvard Business School featured marketing site. His blog was also chosen as "Best Small Business Marketing Blog" in 2004, 2005 and 2006 by the readers of Marketing Sherpa.

Why http://Business901.com: Joe Dager, owner of Business901 is a Certified Duct Tape Marketing Coach which substantiates his knowledge of the Duct Tape Marketing Principles. He is well versed in Social Media which is confirmed by independent firms such as Alexa that rates the Business901 Website in the top .25% worldwide by Alexa. Hubspot, a popular grading service consistently grades the Business901 Website above 98% and the Business901 Twitter account above 99%.

 

Technorati Tags: duct tape marketing,social mediam Marketing,facebook,linkedin

Using Value Stream Mapping Software

There is a lot of dispute about Value Stream Mapping software, and whether it should be used or not used. Most Lean practitioners will tell you that early introduction into converting your Value Stream Map into a computer generated document will hurt the overall flow of the procedure and be a detriment to the brainstorming process. They prefer using post-it-notes or pinning paper to a wall. Allowing as many people to interact is the whole point. I have a tendency to agree with the statement. Participation, interactivity is the key. In fact, when I build a marketing calendar for a company, I do the same thing. Even taking advertisements, direct mail pieces, etc. and pin them to a wall.

It works great except…many times it seems that I am explaining the process along the line. I end up teaching what a Value Stream Map or even a Marketing Calendar is and the purpose, we are doing it. Sure, I know that should all be done before hand but do we? Do we take the time? Many lean practitioners work hard to help an organization to improve their Lean skills. This is a slow, difficult and often frustrating part of the process. Computer-supported Value Stream Mapping may help Lean practitioners be more effective in this respect. Creating a simple mapping process for them to input into the software and through the use of the help section, both written and video supported, would not hinder the mapping but facilitate the actual process in the Value Stream Mapping Process. Explanation of the key concepts and how they are used would make the best use of everyone's time.

When setting initial assignments, don't require that a map be drawn but have a procedure to check off that the different nomenclature was understood. This will give most individuals solid footing for the meeting. You may want to do a webinar on VSM to facilitate the mapping process. Use the tutorials embedded in the software as a basis of discussion. This way there will be a reference point for everyone afterwards.

A better way, for those with both the technical agility and a suitably equipped classroom, is to do "live" mapping and update the actual process constructed on the wall every 15 minutes or so. Having a reference point can be very handy when you are taking down a stray path. This would also enable a wider audience as actual attendance would not be required. Especially in supply chain applications, you could have numerous suppliers and/or downstream and upstream customers participating from a distant. Another feature is that you may choose to schedule times when different participants would be available. Mapping in real time, can be difficult and beyond the scope of many organizations. However, if it is possible, it gives you instant documentation for the entire organization and a basis for a process that I would refer to as a true Value Stream Management process.

It should already be apparent that handling mapping can be a very different experience than is had when using the traditional method of post-it-notes. Value Steam Mapping represents information more densely and makes more information immediately available to the mind. It supports a wider range of interaction, which is ultimately what we are after. That said, these are the early days in computer supported mapping.  For now, there needs to be a balance, but it is changing. I predict that since it is not a technology issue but a policy constraint that it soon will be common place. If not, you may be the like an accountant dealing with a system of ledgers and manual entries and Turbo-Tax has largely replaced that group.

P.S. I market Value Stream Mapping Software on my Site.

Related Blog: Why would you use Value Stream Mapping?

 

Technorati Tags: Value stream Mapping,VSM,Policy constraint,Marketing Calendar,Mapping Software,Lean

Ever hear of the term Value Stream Marketing?

Neither have I, until I did a search and typed Value Stream Marketing instead of Value Stream Mapping. It was completely accidental, but it was exactly what I was thinking. If you think about it, do you have a value stream map for your customers? I am not just talking about a map showing the process of what you do, but a process on what value the customer receives from each stage of your marketing.

It’s a different concept that I believe is imperative to the future of marketing. Think of the touch points you have with a customer. Is each one of them creating value? As we walk through the process in the Duct Tape Marketing Hourglass, we create a value stream. When your customer moves from one stage to the next stage, is it value driven? Is he receiving more bang for his buck? If he doesn’t, he may decide to jettison you right there. The stakes are being raised, and you have to deliver.

My E-book on applying the Theory of Constraints to the Marketing Hourglass is a good example on how one part of the marketing process may be limiting your overall revenue. If you find that constraint what would you do with it? How would you improve it? I would first start examining what got the person there to begin with and then increase the value of your offering based on the previous offer. If you are not getting enough referrals or repeat customers, think about an offer you could create that would add additional value to them. Give them something that they can simply not refuse. What would shake them up a bit? 

Related Information:

Ebook: Using the Theory of Constraints to improve your Marketing Hourglass

Value stream Mapping

Designers, Marketers THINK BIG

The Eagles always understood!

Technorati Tags: Value Stream Mapping,Marketing,Duct Tape Marketing

Value Stream Mapping – Finding your Customer’s Need

Focusing on the customer NEED is essential to the success of any marketing. We should all recognize this idea. However, do we really embrace this idea? Do we really believe that such an effort can drive our marketing and improve the chance of a sell?

It is important that we understand and are able to express what is critical in satisfying that need. Starting out in the Value Stream Mapping process we first create a Current State Map. I use the Duct Tape Marketing Hourglass as a template in creating a current state map for each marketing segment. After the Current State Map is created, we must analyze this process. We must do this to ensure that we are working on the right things from the customer's perspective.

This is where we will start finding the true waste in our marketing process. Should we be happy with 2% direct mail returns or accepting the fact that we need to be in front of a customer 7 to 9 times before we get action. We need to ask whether we are making assumptions about what customers need. We need to ask our customers what they need and whether this is properly communicated throughout each stage of our marketing process.

An organization exists only to provide value to a customer. Are we supplying value in each phase of our marketing process? If you cannot, see how to re-create that phase in the process or it may be one that you need to stop. Everything you do should create value. If you do, your customers are much more likely to stay engaged.

In my Marketing your Black Belt Webinar, I discuss the lack of clarity as the #1 reason that professional service firms lose jobs. I also believe that your “fuzziness” may directly relate to a customer becoming disengaged.  Having clearly defined outcomes based on a customers need will prevent that and reduce your variation in the process. 

What does variation have to do with the marketing process? Variation creates uncertainty or a lack of clarity. The reason that you may be losing jobs. The lack of confidence in the ability of your marketing processes to deliver on your customer needs. Variation reduces the chances for the customer to trust you.

The simplicity of a single flexible marketing model will create clarity for your customers, staff and as a result better execution. Utilizing a process, you also will spend your time on your customer’s need versus continuously managing the process.

Shameless plug: The Ultimate Marketing System

Shameless plug: The Ultimate Marketing System

Why do The Pillars of the Lean Marketing House™ crumble?

Get Rid of Your Marketing Vision Statement and Address the NEED!

Technorati Tags: Value Stream Map,Duct Tape Marketing,Lean,Variation,Marketing

SOCIAL MEDIA IS HERE TO STAY, BE READY BY THE 1ST OF THE YEAR!

IF YOU WANT TO BE ONLINE,

YOU NEED TO LEARN ONLINE

Social media is all the rage and it’s here to stay. Maybe you’ve heard about it; maybe you’ve embraced it. Ultimately, it’s important that you understand how to use and integrate social media. Need help sorting it all out? This innovative coaching program uses coaching, strategy, feedback and accountability functions aligned with a full set of online tutorials and training to deliver the practical, tactical know how so important to the success of the small business.

 

If you want Social Media to WORK

YOU have to participate

You have to learn HOW

Find out how you can become proficient

Special 1-time offer

Technorati Tags: FaceBook,LinkedIn,Social Media,Twitter,Web 2.0

Implementing Lean - As fast as a Pit Crew?

At the recent AME Conference, Performance Instruction and Training offered sessions that allowed you to experience their unique style of learning. The concepts PIP teaches motorsports pit crews to conduct sub 13-second pit-stops relate to your business and drive home the concepts of lean, Six Sigma, and continuous improvement. You were able to join the session and try your luck. This video depicts this pit crews first attempt. They received training between each session, and at the end they were rewarded with a sub 18-second performance.

I was first impressed by the concept of a pit crew’s performance by Jim Lewis, the author of the Story of a Lean Journey. He used this analogy several times discussing quick changeover, value stream mapping and 5S. The basic point of the exercise was that at best, we would take a minimum of 20 minutes to change a tire at home. A NASCAR team and as you saw in the video something less than a NASCAR team could do it in less than 20 seconds. Proper training, the right resources, tools and a willingness to improve is what it will take to achieve some remarkable differences within your organization.

Jim’s book was a fictitious story of Allison Manufacturing Services Lean Journey as seen through the eyes of their Lean consultant. Jim did an excellent job of depicting the cultural change that took place within the company and how it was accomplished. It was such a pleasant read, that I completed it in one night that was extended into some early morning hours. The next day, I continued reviewing the book to understand the charts and mapping process he used in the book. If you are considering a Lean Journey, this book may be an excellent starting point. After reading this, consider if your company is working at the 20 minute level(you are out of business if you are), or if you are taking 35 seconds? Can you get it down to 18 or 16 or maybe, 13 seconds?

P.S. I had the pleasure of meeting Jim at the AME Conference and we were able to discuss his book and how he integrated Lean practices within other organizations. Jim is highly sought after consultant and can be found on the web at The Center for Lean Learning.

Technorati Tags: Lean Journey,Lean Transformation,AME Conference,Value Stream Mapping

Most Marketing Systems are Out of Control.

Most Marketing systems are out of control. They have not been managed with understanding of the process speed and the effect of the flow on the process. As a result, performance has to be sub-standard.  My marketing has too many variables to define my Value Stream! Can you afford to say that?

Depending on your industry, marketing can be anywhere between 5 to 30% of your total expenses. In most operations that I am familiar with it runs in the neighborhood of 5 to 10%.  It is not uncommon to find labor at a similar amount. Would you accept the same amount of variability in your workforce? If you have variability in your marketing, why not cut the budget? Increasing it only will increase the variability. On the other hand, if you have low capacity you have little variation. Is that the problem you want to have?

Variation in demand and in processing time will have a major impact on your total process lead time.  If you are functioning close to your optimum level, customers in your value stream, and you get a sudden rush of opportunities, the opportunities will be severally minimized by just variation alone.

How do you minimize variation and get a handle on the process? It has to do with segmentation. If you have not segmented your list properly, you have tremendous variation and the numbers you are looking at and companies run on numbers, are skewed. You must segment until you can get a handle on variation. It does not mean you have to segment to, there is none. You have to segment until you can start to minimize the variation that is incurring. You must conquer complexity to start narrowly defining your problem.

 

Related Posts:

Value Stream Mapping for Marketing

Lean your Marketing thru Segmentation

If you control it well, it flows well!

Following the Customer’s Need in your Value Stream Map

Technorati Tags: Lean,Lean Six Sigma,Marketing

Greater Marketing segmentation = Increase Revenue

Today’s products and services reflect greater marketing segmentation. As you know, I use the Duct Tape Marketing Hourglass as The Pillar of the Lean Marketing House but there is no universal terminology, it is just convenient to stay with one message because even as you segment your list you still have to recognize the marketing process into stages such as Know, Like, Trust, Trial and Buy.

As you segment, each segment will include fewer customers. However, it should enable you to identify the individual stages more effectively or determine your material and information flow needed in each step. It will also allow you to define waste and create better value for your customer. In fact, this is basically the definition of Value Stream Mapping.

As a result of this exercise, you will change the shape of your Pillar. You should be able to shorten your cycle in some and as a result decrease your expenditure in the marketing process. Others, on the other hand, may be lengthened and a total different approach may have to be utilized. A good example of this may be in the pursuit of a governmental contract. The point to be taken is that there is nothing wrong with either situation, what is wrong is treating each segment the same.

The key ingredient to get started is developing the NEED statement for each marketing segment or Pillar. The statement should clearly define your CUSTOMER’S CORE PROBLEM and your ability to solve that problem. Defining this alone will provide clarity throughout the various stages in your marketing process. The NEED statement is a living document that will evolve as your product/service and the customer’s use of it changes. Further development of this statement should include limits on cost and time to keep your Pillar within boundaries that you are able to manage.

The point of defining the Need Statement is to succeed at developing a manageable process. We want the resulting marketing phases (Know, Like, Trust..etc.) to meet our customer’s needs, at the right time and at the right cost. It must do this in a way that maximizes our investment in the process. Marketing can be a complex and often risky process and in today’s world it mandates speedy development. The Lean Marketing process is geared to provide a framework and specific tools for efficiently and predictably reaching goals.

Related Posts:

Following the Customer’s Need in your Value Stream Map

 The Pillars of the Lean Marketing House

Value Stream Mapping for Marketing

Get Rid of Your Marketing Vision Statement and Address the NEED!

Why do The Pillars of the Lean Marketing House™ crumble?

Applying the Marketing Hourglass: The Pillars of the Lean Marketing House

Technorati Tags: Lean Marketing,Duct Tape Marketing,Lean Marketing House,Pillars

Speed may be the biggest Determent to your Marketing Success

The company that gets to the customer first, the company that releases the product first, the company that slides in and closes the sale while you are still waiting to get the final specifications, all demonstrate how important speed is to your marketing success.

Speed is much, much more than the ability to run your customer through your marketing cycle. it is an integral part of building a marketing system that responds to customers needs. Having built in trigger points to help you identify your customers readiness to proceed to the next stage in your Marketing Hourglass is imperative. I discussed handing the baton off in an earlier post and how many times that gets dropped from one stage to the next. It is similar to an athlete starting the season off and building his “speed” back up. Or a student taking the same test after summer break and scoring lower. These things happen because of the lack of activity during the non –value added time that you have identified in your Value Stream Mapping Process.

The lack of speed in your marketing process equates to the lack of engagement that you have with your customer. This can be one of the most effective uses of social media and a good content marketing strategy. The engagement of your customer is driven by the needs they identify with your product. Here are some examples of items that may help in decreasing that non-value added time.

1.  Attempting to late or to early to move a customer to the next stage.

2.  Not building upon the previous stage by starting with different content. You effectively lose the momentum that was built by the earlier stage. 

3.  Reinforce the previous stage. Creating the linkages between stages is extremely important. It is a great time for a warm-up.

4.  Make sure the customer is on the right airplane. You have been there, even if it is embarrassing when the stewardess says this plane is headed to Detroit, and you are not going there: you are getting off. If a customer is not ready for this stage give him a graceful exit and provide them an opportunity to get off, or you may lose him forever.

5.  Make a better offer. Each stage should create a better offer than the previous. You have a more qualified customer at this stage so treat them that way.

6.  Create interactive platforms or trials that the customer can use or interact with to solve some of their problems. This happens quite frequently in the construction business when someone leases a bulldozer to a contractor or online with free downloadable software.

7. A superior call to action, an offer that cannot be refused to go the next stage.

Even with these improvements, without a marketing system in place to monitor results and improve upon them, you will fall behind. Speed is not automation. Automation can be a component of developing speed but don’t mistake the use of automation. People even in the online society we have created. They still want conversation and personal connection surrounding the product and especially the service they may purchase. They want a live body behind the curtain or in our case the Marketing Hourglass. 

Technorati Tags: Marketing Speed,Marketing Cycle,Duct Tape Marketing,Marketing Hourglass,The Pillars,Lean

Related Information:

Improve your Marketing Cycle, Increase your Revenue

Have you listed all your delivery processes? What did you learn?

Is your Value Stream Mapping backwards?

Start Fixing Marketing Mistakes with a Process