In Government contracting, a capability statement functions like a corporate resume. Whether marketing yourself for a new job or marketing your company to Government agencies, the resume is an integral part of self-representation.

Most capability statements contain components such as a letter from the company CEO/President, history and time line, industry capabilities, key staff, past performance record, NAIC/ SIC codes, areas of expertise, and contact information. The capabilities statement is required in many Government registration processes, but may also serve as a proof of qualification, proof of past performance, and an outlet to set your company apart and generate new leads. Whether you are drafting your own capabilities statement or seeking outside assistance, be sure to take note of some of the following suggestions:

• A Capability statement should be brief. Like a resume it should be straight to the point, limited to 1-2 pages, and related to the needs of the industry you are targeting.
• Branding elements should be included. The capability statement should be easy to navigate and should incorporate company logos and colors for recognition and differentiation.
• Utilize bulleted lists and short sentences. Avoid long narratives when drafting copy for the capability statement, information included should be easy to scan and read over.
• Title the document “Capability Statement.” Government contract decision- makers will be well aware of this term, and will appreciate that you demonstrate knowledge of the contracting process.

Remember that a great capability statement is graphic-intensive, professionally designed, and attractively produced in a high quality fashion. Taking the time to make your capability statement the best representation of your company today, will lead to enriched opportunities tomorrow.

In the world of online marketing, Search Engine Optimization is key in driving online revenues. SEO is the process of increasing and improving the visibility of one’s website in search engine search results; and in essence the more frequent and visible a website appears in a search result list, the more traffic it will receive. Seems simple enough, right? Actually SEO management requires a very specialized set of skills, and often times warrants an actual SEO marketing consultant to be done correctly. However, there are still a few things you can do on your own to optimize your company’s online marketing endeavors. Here are a few tips for proper SEO management:

• Proper keyword research is the first step to search engine optimization. The best keywords are often based on various aspects such as; product names, services, brands, or general terms.
• A simple and user friendly website layout is your next best tool. A distraction free user- friendly menu will ensure that visitors will stay and navigate your website, as opposed to immediately hitting the back button.
• Gain visibility online by making use of article submission sites, and making friends with various blog users and websites. Utilizing these sites and relationships is a great way to link to your website and increase relevance.

Remember, when it comes to effective SEO management, appropriate strategy and effort is a must. You want to ensure that people are not only visiting your site, but also staying there. The first step in generating new visitors is promotion to ensure your website is being noticed. Your website should then have the ability to convert new visitors to actual customers. Finally, you must analyze the reports, and apply what you have learned to essentially retain the business.

Do you have any further tips for effective SEO management?

Corporate attempts at twitter range from pathetic to brilliant at best. However, the true question is what encourages this divide?

In most recent news @BPGlobalPR has taken company tweeting to a new arena. This twitter page, a parody of BP Oil’s attempt to clean up its image, has generated some buzz with controversial tweets and topics. However, the man behind the mayhem has also made quite a few good points. People don’t want to follow a company to receive advertisements; the general follower wants to be amused.

Companies should take note of this mock PR attempt and what it’s done well, which is to generate interest amongst the public. This in turn generates interest about one’s company, in a not so boring advertising sort of way. If companies take the time to follow the consumer’s interests, consumers may find more interest in following the companies.

Generally marketing to the general masses is difficult, time consuming, costly, and just ineffective. However, most businesses today address a certain niche and work within a specialized market; therefore, it is only logical that marketing efforts should be catered to this specialized group. Here are a few tips to effective niche marketing:

1. Define your audience. Once you have outlined the specific group that will be most receptive to your product, targeting their particular needs will be that much easier.
2. Market your product as a truly unique service, fulfilling truly unique needs. Proper differentiation ensures your distinctive service is perceived just as that.
3. Proper SEO management is key. Keyword searches are extremely effective in advertising to individuals looking for very particular services.
4. A website is a must- have. It can be a source of comprehensive information, product listings, related blogs and forums, and an arena to keep consumers frequently updated on your company and market trends.
5. Generate positive word of mouth. Word of mouth is invaluable in marketing, and depending on the size of the niche your marketing to it may be a necessary function in reaching potential new customers.

All in all, the proper niche marketing tactics can optimize your company’s marketing efforts. Once you have defined your product or service’s unique market it should be that much easier to cater your efforts to the the needs of the market you are serving.

Do you have any suggestions for more effective niche marketing?

I realize we’ve all heard these before, but certain things are worth repeating every now and again.  So, please, bear with me as I present The Top Marketing Mistakes to Avoid:

1. Marketing to everyone. Do your research, find your target audience, and gear your marketing message to that audience.  Don’t try to reach everyone.

2. Fractured brand unity. All of your marketing efforts should present a cohesive feel for your product, service, and company.  The more unified your advertisements, website, etc, the better.

3. Using a single marketing medium. Your marketing efforts should employ a variety of media from television to the internet and everything in between.  Ensure that your message reaches your entire target audience, market creatively through a cross-section of channels.

4. Ignoring current customers. Repeat purchasers make up 80% of customers in most businesses.  However, most marketing campaigns focus on new customers instead of current ones.  Use messages that reach both potential and repeat customers.

5. Sending mixed messages. Marketing messages that are too confusing, too subtle, too long, or too complicated can easily miss your target audience.  Keep your campaigns simple.

6. Not asking for feedback. Testing your marketing messages is extremely important.  Test your marketing ideas on focus groups and ask for feedback.  Don’t launch new marketing campaigns blindly.

See, that wasn’t so bad was it?  Not to mention, I can almost guarantee that, even though we can all recite them by heart, we’re all guilty of committing one of these sins a time or  two in our professional lives.  Like I said, some things are worth repeating on occassion.

Public relations is not easy to jump into if you’ve never done it before.  However, with the economy still weak, many small business owners have had to forgo the fancy PR agency and handle all public relations activities themselves.

The good news?  A do it yourself public relations campaign can be simple, cheap, and effective.  For those getting ready to take the leap into DIY PR, here are some important elements to take into consideration:

Start a blog: These days, corporate blogs are popping up all over the internet.  Blogs can act as a portal that allows consumers to come in and get to know the people behind your company.  Blogs also allow for the quick, easy dissemination of information and the creation of dialogue between your company and your current or potential customers.

Participate in social media: Social media can be an invaluable resource for your company.  One of the best ways to cultivate and encourage discussion about your company, products, or services is to begin the conversation yourself.  Using channels like Twitter (where you can tweet new blog posts and company updates) and Facebook fan pages, you’re providing your customers a place to interact with your brand on a personal level, enhancing their experience.

Establish traditional media relationships: Don’t leave traditional media out of your public relations mix.  Nearly all journalists publish their email addresses somewhere online.  Additionally, you can connect with them via social media channels, online publications, and personal blogs.  Share stories, information, and ideas with them.  Compliment pieces that they write.  Never ask for anything.

Start your own newsroom: Open an online newsroom for your company.  This hub of information can be linked directly to your company website and acts as a place to store news stories, press releases, and other media tidbits about, or featuring, your company or employees.  Using a service like Press Kit’n, Marketwire, or PitchEngine makes opening an online newsroom inexpensive and simple.

It is important to remember that a successful public relations campaign takes time.  Figure out what works best for your company and use it to your advantage.

DIY PR doesn’t have to be difficult and a successful campaign does not require an agency or staff.  Go ahead and give it a try.  After all, you might just be your company’s own best advocate.

Yes, it’s true that a professionally designed website initially costs a pretty penny but the keyword in that sentence is “initially.” For anyone who has owned a business, currently owns a business or who is looking to start a business should know that in order to get your company off the ground, you must make an initial investment. A website is one of those “initial investments” that a business owner must make and if used just right, a website can be your company’s best friend.

Have you ever entered a site and been bombarded with paragraphs and paragraphs of content, crazy colors, flash animation and video all at once? Well, take a deep breath because you have just experienced an e-Overload. We are now in a digital era of communication and your web image is vital in the efforts of reaching your target audience.

When it comes to a well-crafted website, make sure you are:

• Simple: An overwhelming website is going to frustrate your customers, driving them away from your website and ultimately your business. A website with one page of useful information will attract customers while getting your company’s vision out to your targeted audience. Keep the downloading speed at 4 seconds or less to

• User-Friendly: The goal of your website is to attract people and keep them coming back for more. A site that is easy to navigate will do just that. A site map, similar to a table of contents for a book, is a necessary piece to your website. It allows the visitor to quickly search the pages included in your website while creating an easier way for search engines to cache your website pages.

• Flash/Graphics: Including any type of graphic from videos to scrolling pictures to games will maintain the interest of your customers, keeping them on your website longer. It will also showcase the talent and experience that your company will put forth with any project presented to them. A little bit of flash is good because it also lets the audience know that you are familiar with today’s technology.

• Contact Information: Make sure that your contact information link - company name, address, phone/fax number, email address and name of contact person – is clear and can be seen so people will be able to access this information quickly and easily. How else are interested visitors going to get in touch with you?

• Consistent and Relevant: Not normally tagged as being high importance, consistency is key to any successful website. The logo, as well as, the contact information must be in the same spot on every page. Also, if you haven’t revamped your website since 2005, highly consider getting a move on that this year. An up-to-date site will not only increase your online visibility but your customers will have more trust and respect for your business.

• Error-Free: A huge mistake a lot of web sites commit is server incompatibility. With numerous web browsers users have to choose from, companies must build their website to support each platform. Remember to check site compatibility on all possible operating systems including Mozilla, Internet Explorer, Safari and Google Chrome before you set your web site live. Another tip: check spelling and grammar too!

• Customer Focused: Successful websites will always put their customers first. Style and design is not everything in having a website that produces results. Make sure that every page offers something valuable to the customers. When putting your customer’s needs in focus, a good ratio to keep in mind is 75% copy and 25% advertising.

If you keep these 7 tips in mind while designing, revamping or having your website created, then your business could be at the top of its’ class in no time. Good luck!

Finally, there’s good news for all of us coffee addicts. Dunkin’ Donuts has built a site and iPhone app to make getting your caffeine fix even simpler.

I stumbled upon this wonderful creation by pure chance. A visit to Chris Brogan’s community and social media blog this morning netted, quite possibly, my greatest discovery ever. To top it off, the site is simple to use.

The next time you’re planning an office java run simply head to www.dunkinrun.com and invite your office-mates to join via email or text message. You can ask for their orders, set your departure/pick-up time, and get everyone’s order exactly right. You can even opt to have the order texted to your cell phone instead of printing it out.

Not only will you be the office hero, you’ll also receive other cool perks. Since you have to login to an account to use Dunkin’ Run, you can save your friends emails and phone numbers in separate groups (i.e. office, friends, etc) as well as your favorite menu items. You can even link to Facebook and display your “run” status. You’ll even receive special offers and promotions that are available via text or email only.

What could possibly be better than a simple, organized coffee run? That’s right, nothing. Like the site says, “Invite+Order+Run+Enjoy. A major boost in group morale is just a few clicks away.”

“When the going gets tough, the tough get going.”  When Billy Ocean sang these lyrics in 1985, he probably didn’t see an economic downturn in the future.  He probably didn’t think that these lyrics would ever be applied to business practices.  Unfortunately, he was wrong.

As the economy continues to slide downward, many small business owners are being forced to cut back on marketing efforts, customer retention campaigns, and even employee appreciation.  Sadly, these business owners are making the wrong decision.

History has shown that companies who continue to market themselves during slow economic times are more likely to re-emerge first in the consumer’s mind when things start picking up.  While many companies may not have the budget for a full-time marketing staff, implementing a consistent, yet affordable marketing campaign will allow you to capitalize on competitors and weather the volatile economic storm.

Here are a few tips for kick-starting your “tough” marketing efforts:

• Start at home. These days, it’s more important to let your employees know that you appreciate them.  You may not be able to offer raises or bonuses, but a simple “thank-you” goes a long way.  When you’re positive, so is your staff.  Your clients will feel it too.

• Reach out to current and former clients. Contact new and old clients via email, handwritten notes, or phone calls just to check in.  In the end, your customers will be the best measure of whether or not your company will survive in the industry.

• Meet new people. Check weekly business publications for calendars of events and meetings.  Networking events are great places to meet new personal contacts and build relationships that could bring you leads and referrals.  When attending any networking event, always make sure you have plenty of business cards.  They’re inexpensive and the best way to market yourself as well as your company.  Also, don’t discount establishing contacts on Social Networking websites such as Linked In or Twitter.

• Play the PR game. Public Relations is a function of marketing. Grab a media schedule from a local business publication and see if you can contribute to an upcoming article.  You may be featured as a knowledgeable expert in your field which may generate a phone or better yet, a sale.

• Hit the streets. Cold-calling, door-knocking, and blast emailing are simple, cost effective ways to get your company’s name out there.  By employing these tactics, you’re establishing a connection with people you may not have reached otherwise.  Plus, it shows that you are actually a “real person.”

Remember, when executing any marketing tactics; make sure that they are well-aligned with already established marketing plans.  All of your tactics should work towards the same goal and clearly communicate what products or services you offer.  The same goes for your brand and image.

Billy Ocean said it best, “When the going gets tough, the tough get going.”  Take his advice to heart.  Get up, get out, and keep your marketing efforts going.

They’re out there.  In fact, it seems that they have saturated the market and our minds!  “Bad Advertising” - you see it everywhere you turn - whether it’s television, radio, internet, billboards or another medium, it always leaves you befuddled and asking: “Whaat?”  As someone who works diligently with clients to create marketing solutions that are creative, memorable and most importantly, effective, it’s frustrating to see:

or even:

But, unfortunately, there is a method to their madness.  Companies using “bad advertising” aren’t interested in winning Addy’s, they’re more concerned with getting their name stuck in your head while hopefully prompting a call or, better yet, a sale.  Actually, the term “bad advertising” is somewhat misleading - if an advertisement makes the phone ring or the cash register open, then it’s good advertising - no matter how many opera singers or Redskin players you include!

Each of the above examples have low production value and cheesy sing-a-longs, sure, but they also have another thing in common: repetition.  Scardina repeats it’s name 5 times and Eastern Motors, 4 - just enough to get stuck in your head.  Next time you hear someone singing these jingles, then you know that the commercial has accomplished what it has set out to do.

So, do you think “bad advertisements” are a necessary evil that the advertising world cannot live without?  What’s your take?

Other notable favorites include: GEICO and the ultimate, “bad ad” superstar, Barry Glazer.  Enjoy!