DIVADIGEST: JULY '05, ISSUE 19

Managing Your Marketing Career

Monique Danielle, of Diva Design World is a marketing expert with a successful business and growing client base. In the highly competitive field of marketing, building a profitable marketing agency is a commendable accomplishment. Monique is located in Portland, Oregon, and has clients both locally and globally. Here, she offers seven tips for other marketers, based on the questions she most frequently receives from less experienced marketers, as well as those who wish to break into the marketing field.

Take a look at your skills. There are many different aspects and areas in the marketing field. Determine where your strengths and weaknesses are, then promote yourself as an expert in the marketing areas that you actually are an expert in. Re-evaluate your skills periodically, as you will learn new things as time moves on.
As a marketer, you should know very well exactly how to market yourself and your business. However, just as doctors do not operate on their own family members or diagnose themselves, you should strongly consider turning the marketing of yourself and your business over to another marketing firm. It is important that you choose a firm that is not in direct competition with you. The firm you choose should not specialize in the areas that you specialize in. Your best bet would be to use an out-of-state, or even an out-of-country marketing firm.
Write a business plan. Know what you want and how to get it, and where you are going and how to get there. Outline your business goals and make a plan to reach those goals. Don't be afraid to change. Often, our goals change as time passes and situations change. However, never change a goal simply because it was hard to reach. The best things may be free. But, just because they are free doesn't mean they aren't hard to obtain.
Plan to take control of your career. If you currently work for a marketing firm, plan to launch your own firm in the future. Learn as much as you can from the marketers at the firm you are with - and learn well. But, once you've learned everything they can teach you, it is really time to move on. Either start your own firm, or move to a more advanced firm, in a position that will give you greater responsibility, or more knowledge than you currently have. Loyalty to the firm you work for is great - but you have to be loyal to yourself first. Keep this in mind at all times, and cultivate relationships with your clients that cannot be broken.
Keep a portfolio of the work that you have done. Keep a hard copy, and publish a copy of your portfolio on the Internet as well. Each profile should include the clients information, copies of the ads, a detailed report as to how the advertising campaign was managed, and the results of the campaign. Make sure that you do not publish confidential information. If you can get each client to write a testimonial for you, that should also be included in your portfolio. Don't be afraid to toot your own horn. Make sure that you keep your portfolio updated. You should also include a resume as part of your portfolio.
While it is hard to be choosy about clients when you first start out as a marketer, as soon as you are able to be choosy, do so. First, you want the best clients that you can get. If you are filling your available time with small paying jobs and difficult clients, you won't have room for the bigger, easier-to-work-with clients. Another benefit of being choosy is that it makes you appear to be exclusive. Play that up to it's full potential - it will help you land more important, better paying jobs.
Above all, guard your reputation. If you don't feel that you are experienced enough to take on a job, don't take it. It is better to turn down the work, with the excuse that your schedule is currently full, than it is to take the job and botch it. The funniest question ever asked in an Internet forum was from a marketer, asking 'How do I promote my website?' Needless to say, that marketer is no longer in the marketing business. You must always be professional, and you must always radiate confidence in yourself and in the work that you do.

While the marketing field is highly competitive, you can become a success if you work hard at it, and make good decisions. Never assume that you know everything there is to know about marketing. It is an ever changing field. You must continue to educate yourself in all of the various areas of the field on an ongoing basis. Never stop learning, and you will succeed.

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Subtle Advertising: Making Those Freebies Pay Off

Let's face it, no-one's in the business of putting a lot of blood, sweat and tears into their work, only to pass it off to others without some sort of compensation. We all have to earn a living, and the way to do that is to promote sales. Yet, one school of thought embraces the philosophy that you can get the best of both worlds - if done with a bit of subtle creativity. If you've been scoffing at those who have been giving away their articles without the benefit of reimbursement, perhaps they know something that's been eluding you up until now.

The most logical question to ask yourself is, "What would motivate someone to give their work away for free?" Though the question is certainly valid, so is the answer: exposure. First of all, nothing will draw a crowd more than a giveaway of some sort. By taking advantage of that mentality, you can use those same articles to promote yourself via a bit of free advertising. If, on the other hand, you put a price tag on your work, it may be disregarded and get lost in the online media shuffle.

Through the simple act of putting a resource box at the bottom of your writing, you'll be promoting your talents and establishing yourself in the business world. Offer your work at no charge, on the condition that anyone who reprints it out must include your resource box at the bottom of the page. This creates the potential for your work - and your name - to circulate far and wide.

If you're wondering what it is that you have to give, then consider your talents. If, for instance, you happen to excel in the area of business reports, then post an article which brings that to the consumers' attention. By providing one that captures the attention of potential clients, you're generating the possibility of future financial opportunities.

People just love to read about hints and tips - or "how tos" - and will be inclined to click into an article that offers something that helps them to solve a particular problem or learn how to do something new. Using these techniques is a great way to entice people to read your article, and you may soon be recognized as an expert or guru in a given field. This is one of the best ways in which to become established.

There are a lot of e-books floating around on the internet now, and people like to think that they're getting an entire book for free. If you look around the bookstores and check the price tags for similar products, you'll see why this can be a successful step in a campaign to make a name for yourself. Don't fool yourself into thinking that it has to be overly long; any reasonable length that offers helpful material will do the trick. Remember, this is a give-away, so you're not competing with anyone in a price war. Just don't forget to include that resource box at the end of your work.

Once you've determined that you're going to launch this type of ad campaign, you'll need to know where to post your work so that the general public will have access. Start by posting free articles on your website on a regular basis and, once people become accustomed to looking for your work, they'll return and be more inclined to tap into whatever it is that you're selling on the website, or simply pass your name around - which provides further exposure of both you and your work.

There are a number of websites that look for writers who are willing to post their work for free, with a promise of a byline so that the author can gain some exposure. Make sure that you're dealing with a webmaster who will agree to use your article only if the resource box is used at the bottom of the content. Otherwise, it's a moot point. The only way to get the necessary exposure is by getting your name out there, which won't happen if the webmaster isn't willing to make that type of exchange.

Creating a newsletter on your website is another great way to get it flushed out into the general populace. By allowing others to use it on their website, each time someone accesses it, it will link back to your own as a result of the resource box. It also offers the added benefit of an upsurge in your search engine rankings and will direct much more traffic to your website.

Every time someone visits your website to read an article, they're exposed to the products that you're selling. For those who show a talent for writing, this can serve as a catalyst for drawing more potential customers as they continue to visit your site to read articles that have drawn their interest. This, then, translates into greater sales and higher profits!

Advertising and marketing can be quite a challenge if you're unequipped to handle such a task. For those who need a bit of help or would prefer to contract a professional to handle the job, DivaDesignWorld in Portland, Oregon is among the best in the business. Known for their progressive vision and creative approach to advertising, the staff of DivaDesignWorld is committed to working closely with the customer in order to provide a product that will meet all of their needs - at a cost that won't break the bank.

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Secrets to a Winning Video Presentation

A well produced video presentation can have a profound impact on your business, turning apathetic prospects into eager clients. Before you spend thousands of dollars on your blockbuster production, I suggest that you consider these 'secrets to winning video'.

A Super Script is Crucial

The script is the most crucial part of your video. A good script is fast-paced, attention grabbing, effectively communicates your central marketing message, and caters to a specific audience. Steer clear of lengthy harangues and wordy monologues. Writing a video script requires a professional. At DivaDesignWorld we have an extended team of wonderful writers members who are able to meet these needs.

Keep It Short & Sweet

The ideal length of a marketing video should remain under 10 minutes. Beyond this point, viewers begin to lose interest.

Preparing a shorter marketing video seems daunting at the outset but actually is not. You just need to set your priorities right and focus on what you really want to communicate. The greatest messages in the world are often uttered in just a few minutes, yet repeated for generations to come. If you need assistance crafting a succinct message, the pros at DivaDesignWorld can help.

Select Speakers Carefully

Most people love to talk about their organizations and themselves. Remember, your marketing video is not a home video being made for your boss's mom -- it is being made for an audience that might be interested in buying your product or investing in your next IPO. Only cast people who can genuinely contribute toward making your marketing video effective.

It's good to have an anchor person and a few others who have something valuable to say. A person like the chairman or the CEO brings in a sense of authority and hence, should be given a minute or two of coverage. Leaders believe in action, not in delivering interminable speeches. While speaking in front of the camera, �performers' should look and sound comfortable, lucid, confident and amiable. Every aspect of your video throws light on the overall image of your organization.

Production Quality is Key

As mentioned in the previous paragraph, every aspect of your video throws light on the overall image of your organization. Unless you are experimenting with bohemian surrealism, the quality of your marketing video should be high, if not exceptional. Good camera equipment, right angles, correct focus and proper lighting can make a tremendous difference.

The last thing you want to show your target audience is a shabbily made marketing video. That's why it is vital that everything is planned before hand, every single shot is pre-conceived and well laid out, and only well-qualified professionals are commissioned to shoot and edit the video.

Find Your Niche

Your marketing video should aim at targeting a particular segment of the market. If you try to address an overly diverse audience, you will end up addressing nobody in particular. Your effectiveness and purpose is lost when this happens.

Your marketing video should focus on a one specific audience, even if it means commissioning different videos for different market segments.

When to Commission a Video

Before embarking upon a video marketing campaign, ask yourself a few questions. Does your organization really need a marketing video campaign? Commissioning a marketing video just because the other guy has one isn't wise. Get a marketing video only if your organization really has something to communicate through this medium. If you have no definite message to convey, it'll show in the video.

When looking for a production company, make sure they are fully qualified, well-versed with their skill, and have vast experience to deliver the right kind of video campaign to your organization. There are many quality production studios that can assist with this. As a full service agency, DivaDesignWorld can arrange these services on your behalf.

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Website Design: The ABCs of Accessibility

Surfing the web and jumping from one website to another is probably easy for you, but some find it more challenging. Accessibility plays a critical role in determining both the short and long-term sales of your company. What's often forgotten is that not all potential customers are endowed with the same physical capabilities and, as a result, need special considerations when it comes to gaining access to a website. For instance, if someone is burdened with a visual impairment, their needs will be different from what you may view as the "average consumer". The same is true for those who are challenged in the area of a hearing or physical capabilities. If you're truly interested in serving the public and setting your company up for a greater sales potential, then you'll need to make sure that your website offers the highest level of accessibility - just don't rely on specialized software or hardware to make that dream a reality.

If you think that it would be too much of an effort to equip your website with accessibility tools, then consider the fact that more than 10% of the world's population has some type of disability which would make traditional navigation difficult for them. When you do the math, that works out to a potentially significant loss of sales...and that's only one side of the story. For those who are afflicted with these disabilities, inaccessibility to a site is tantamount to rejection, since their needs haven't been considered. Is this really the image that you want to project?

Don't make the mistake of thinking of the target audience as simply those who are young and healthy. Due to medical breakthroughs which offer an increased lifespan, the average age of the world's citizens has increased, as well. What this means is that you're far more likely to have a large number of older individuals visit your website. Since the effects of age can often bring restrictions in the areas of sight, sound and dexterity - to name a few - the number of consumers who will have easy access to your website decreases...again. Combined with the more than 10% of the other set of individuals who are challenged in some way, you're losing a lot of money by remaining inaccessible - especially when you work the fact that senior citizens often require the internet to meet their shopping needs into the equation.

In order to meet the needs of these customers, smart business owners make arrangements for those with special needs to access their websites through Web TV or kiosks, mobile phones and other types of devices that will allow ready access to those who rely on their use. In addition, they don't restrict access through limited bandwidth or speed-reliant connection scenarios, but they do make accommodations for a wider range of computer hardware and software.

If you haven't already taken steps to make your website more accessible to users with special needs, then you may find that you won't have a choice for very much longer. There are a number of governments that require websites to conform to specific guidelines in the area of accessibility. Before you fret about what it might entail to make these changes, however, keep in mind that you'll not only fall within the necessary governmental guidelines and very likely gain significant sales as a result of those changes, but you'll also get more traffic as a result of web searches. Accessible sites are far easier to locate through this online tool, which will result in a great number of visits to our website.

If you're not already fully accessible, you may be worried that these changes will have an overall impact on the design and usability of your website to the general population. There's no need to be concerned, since the integration of the necessary tools will have virtually no effect of this kind. The only changes that will be apparent are positive ones, such as allowing those who have the need of assisted screen readers and those who need to rely on specialized input devices to access your website.

To be more specific, you'll give them the opportunity to resize the content to match their comfort level, have the option of text instead of graphics and animations, read text messages about hyperlinks, have sufficient contrast between font and background color, access simplistic layout design for easier navigation and see oversized hyperlinks that are designed for easier reading. Without making any major changes to the meat of your website, you'll allow others to gain easier access - and consumers always appreciate the fact that a business owner has taken the necessary time and effort to address their specific needs and keep them in the proverbial loop.

Since accessible websites are easier to find within search engines, that means that your site will get more exposure on an international level. In addition, your site will be easier to maintain and you'll reduce your hosting costs. All in all, upgrading your site to become more accessible provides a multitude of benefits to potential customers and to your company, as well.

For help with the design - or redesign - of your website, you might find that it's beneficial for you to contact a professional. One of the best in today's market is DivaDesignWorld of Portland, Oregon. Monique Danielle and her staff offer state-of-the-art web design and a reputation for a progressive, creative approach to their development of websites for companies of all sizes. Known for their high rate of success, customer satisfaction and visionary tactics, the members of DivaDesignWorld offer high-quality, professional results without the hefty price tag that usually accompanies such qualifications.

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