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June, 2008
Kodyne, Inc.  Management Consulting

Two Roles of the CEO

Believe it or not, CEOs have only 2 critical jobs

  1. Create a vision for the business
  2. Communicate that vision to staff and customers

That doesn't sound like much to do but it means EVERYTHING to the success of the organization.  These things encompass what the organization will be doing, how decisions are made, how the company manages risk, what the culture needs to look like to support the vision, who is selected for management positions, how information is shared, compensation plan designs, go-to-market strategies....IT'S A LONG LIST!

Go to the articles page at www.kodyne.com to read the full article and in while you're on the site, take a look my article entitled
The Organizational Echo where I discuss the vision-culture connection. 

Call me at 763-551-4777 to discuss how your organization is handling these critically important items!

Mark Komen, President

To learn more, please visit my website at www.kodyne.com.

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Marketing for New Business in Today's Messed up Economy

by guest contributor Bob McClain of wordsmithbob.com

Despite what you hear from the "marketing gurus", there is no "magic" marketing that will get you rolling in new business in days or weeks. Marketing requires a long term approach and a regular commitment. Sending out postcards when things get slow is not marketing. Having a plan and sticking with it, is.

Right now and for the foreseeable future, marketing on the Internet will get you the most bang for your buck. And I don't want to hear, "our customers don't look for us on the web." That may have been true several years ago but today, everyone looks on the web.

Only a handful of people still use the Yellow Pages. And yes, there are companies that still prefer to find vendors by word of mouth or recommendation but as things get tighter, more and more companies are turning to the web to find vendors that can give them the terms or turn-around they are looking for or has the flexibility they need.

So, what are some of the most effective marketing methods for the web? Here's one I use.

Sending out weekly press releases on the web.

This can be powerful marketing and much more cost effective than you might think. However, your press releases need to be web-ready press releases. This means that the releases should be sent out via a regular online press release service that can embed pictures and links in the press release. You can find these services on the web and the lowest priced ones should be around $40-$50. A press release put out on the web with no links in it is a waste of time and money.

Secondly, the press release must be written like an article about a current newsworthy topic. Don't write it about your company or your products. I know that sounds "counter-productive" but if you write about a newsworthy topic offering advice and your contact info at the bottom, websites will pick it up and post it as a helpful article. If you send it out talking about your products, services or company, they'll see it for what it is; self-promotion and they'll delete it. Here's an example of a press release I sent out recently.

And remember, every time one of your press releases gets posted on the web, that's another link back to your website. This tells the search engines that your website is important enough for someone to link to it without a link back. For this reason, they place you higher in the search engine listings. And more importantly, anyone who reads the article and finds it helpful is likely to contact you through that link or at least visit your website. If your website is written to convert visitors into buyers, you've scored.

Lastly, you need to have a regular Press Page on your website and post links to each of your press releases on that page. This accomplishes several things. First, it adds content to your website which the search engines love. 

Secondly, a press page is also great for reporters. It gives them a single place where they can find all of your press releases so they don't have to search for them. And you can also post your company info, press-ready pictures, and recommended questions for reporters to ask you if they contact you. If you make things easy for reporters, they are much more likely to work with you. Here's my press kit page.

If you would like to learn more about marketing on the web, tell Mark Komen and I'd be happy to write more articles on real, proven and effective programs for marketing small to medium-sized businesses. 

Bob McClain is known throughout the Twin Cities as WordsmithBob. He teams up with various web design, marketing and search engine optimization firms in the area to create effective marketing campaigns for small businesses. His purpose is to help small businesses get found on the web ahead of their competitors and convert those visitors into buyers or sales leads. He can be found at www.wordsmithbob.com.

In This Issue
Marketing in Today's Messed Up Economy
Marketing is ...?
From My Clients
Upcoming Articles
Marketing is ...?

A sign saying, "Circus is coming to town," is advertising.

The sling on the back of an elephant walking through the town is a promotion.

If the elephant walks through the Mayor's flower bed, that's publicity.

Getting the Mayor to laugh about it is public relations.

...And if you planned the whole thing, THAT'S MARKETING!

From My Clients ......

"Mark is extremely easy to work with.  He is a good listener who really understands the situation and is always available.  He is also very creative in developing possible solutions to a problem."

Elaine Pattison
Summerhill Associates

Upcoming Articles

Navigating the latest in FMLA and ADA legislation

Wellness and your company's bottom line

How we used strategic planning to make millions

Professional Affiliations

TAB logo

Twin West Chamber of Commerce

Human Resource Professionals of Minnesota

IEEE Engineering Management Society

Firestorm Networking

Professional Business Group Networking
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