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Aligned Marketing Blog

Marketing executive, Steve Hartkopf shares all in this informative yet personable blog.

My Assignment from Chris Brogan

Steve Hartkopf - Wednesday, April 14, 2010
Chris Brogan asked his readers to write their story. Here’s is mine.

The Boogeyman Under the Bed

My story begins with a smack. Not snack! Smack!

There was a loud smack quickly followed by a yelp, which was really more of a scream. It’s all blurry. My dad would smack my mom, she would yelp-scream and my sister was crying. That’s all I remember, it’s my first memory. I was under a bed, hiding, I was three.

It is a matter of profound importance that everyone in a nation know that with whatever facts they start their life, there is a clear and open route to rise…there is power to be had in the full unleashing of human capital.

- Peggy Noonan, WSJ, 11-7-08

Peggy Noonan was writing about the remarkable ascendancy of President Obama. She was praising our great nation but another truth was being shared as well: The ability to communicate effectively is the greatest talent a person can possess. President Obama has that talent at an extraordinary level. I have the lite version but that’s good enough.

My ability to communicate effectively is, in my mind, the reason I was able to crawl out from under that bed, escape my Boogeyman, enjoy financial success, and ultimately live the life me and my wife have, pretty much, always desired.

If you can communicate well, you will succeed in life. If you can’t communicate well, you will not succeed in life. It’s that simple.

Sales pitches, job interviews, doctoring, emails, policing, blogging, creating websites, marriage, parenting—they all hinge on our ability to communicate, both verbally and nonverbally.

Eye contact, hand gestures, pitch, pauses, fidgeting, inflection, passion, and body movement are all important. We know that instinctively. Children can tell when someone is lying. You can too. Our crap-detectors are embedded deep within our DNA.

Juggling all of those verbal and non-verbal “communication balls” while people are watching is hard work. That’s why we get nervous before delivering an important message. That’s why those of us who can communicate well are often successful.

And the day came when the risk it took to remain tight in the bud became more painful than the risk it took to blossom.

-       Anais Nin

Few of my childhood memories are pleasant. We lived on the perforated edge of poverty. Alcohol fueled intense volatility and frustrations piled up without relief, so the smallest annoyance sparked the next firestorm. Peace was a luxury we couldn’t afford. From that cocktail of events and emotions I was able to squeeze some nourishment. Nourishment I’ll call hope.

Dream big. I think dreaming is what saved me from my environment and myself. Somehow I knew there was a better future for me, out there. My circumstances may have stolen some of my inner-self but they also gave me a determination that has served me well. Success requires confidence, which you can fake to a certain extent, and a strong work ethic, which you can’t.

As I taught my children, everyone pays list price for success. Don’t look for short cuts. I never expected my dreams to come true without a lot of effort. I knew there would be mountains to climb, mountains that others can never understand even if they wanted to, which they didn’t. So be it. Change what you can. Try not to complain. Celebrate as often as possible. Go to work.

I am a communicator, a peacemaker and, when all else fails, a comedian. What else could I be? I was a child trying to hold the family together. Do well. Be funny. Keep everyone focused on the positive. Avoid the hell. The past will always be part of me, but I vowed that I wouldn’t let it rule my life. The future belongs to those who define it for themselves.

Ideas won’t keep. Something must be done about them.

- Alfred North Whitehead

High school was turbulent. I had problems with authority but at the same time wanted to do well. Go figure? From my perspective everyone I had met who was in charge was underperforming (I cleaned it up). I learned to trust myself and, regretfully, no one else. Some dust-ups but, as Rocky Balboa said in the movie, Rocky, “Nothing to brag about.”

I left home before I was 18-years old. Somewhere in my early twenties after a few of my friends had been sent to prison and a few others had died, I decided to grow up. Time to stop worrying about the past and mean it this time. Time to get on with my life.

My eyes were on the prize. I became a Labrador Retriever chasing a tennis ball, I had a goal and was focused. I met my wonderful wife and our two sons. Hope was taking root. “I can do this! Have faith (Faith),” my heart implored me. About ten years later I had my MBA and my corporate career was underway. I did well; it’s always better late than never. The appearance of middleclassdom, of normalcy, was getting easier.

Twenty-five years combined in sales and then marketing. We were transferred around the country; the wine-country, Chicago, Philly, Charleston, and Charlotte, our new home. My last three jobs have been as a Vice President of Marketing, most recently with two of the largest industrial distributors in the country. I beat cancer. I wrote and published a book, Communication Wins. Who woulda’ thunk it?

I run my own small firm now, Aligned Marketing. It’s working. Not having a boss is a great way to quell my trust issues, which at some level still haunt me. Until recently so did the fear of poverty, a terrible, sometimes debilitating, feeling. My fear of poverty was a big dragon to slay. They say dragons are mythical creatures but, I can assure you, they are real.

Our financial manager says we’re about set; our money should last until we’re 100-years old. How cool is that! We made it. So can you.

I can write, speak, help when I can, state in clear terms when I can’t and, most importantly, be there for my family. I like being me. I am so glad, so grateful, so blessed, that I was able to crawl out from under that bed and escape the Boogeyman.

Better to write for yourself and have no public, than to write for the public and have no self.

-       Cyril Connolly

Note to Chris Brogan: I laid it all out there. I hope you enjoy My Story.

Steve

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What Would You Do with 30 Minutes?

Steve Hartkopf - Monday, December 07, 2009
Chris Brogan wrote a blog a week or so ago about what he'd do if he suddenly found himself with some unscheduled time, such as a flight delay. The only thing I remember from his list is he'd write a recommendation on LinkedIn. That's a good task to knock off your to-do list but probably wouldn't make my top ten list. If I had 30 minutes of unexpected time open up, here is what I'd do.

  1. Re-organize and prioritize my tasks. I'm always making lists and checking off completed items, which means sometimes my lists get messy. I find that taking a few minutes to clean them up and create clear priorities helps me stay relaxed and be more productive.
  2. Investigate new social media sites. I have a list of social media sites that I keep meaning to investigate. 30-minutes is just about the right amount of time to really dig into a social media site, see what they're trying to do and then compare their value to some of the better known sites. Since a lot of people ask me about social media I feel an obligation to be well versed on the subject.
  3. I like to take 30 minutes and focus on one client. I ask myself one question: What can I do or recommend that will improve their business? Sometimes this results in a proposal but most of the time I just call them, share the idea and let them know that I'm thinking about them. In my experience these types of phone calls are very well received.
  4. Call a friend. Everyone is busy so it's hard to stay in touch with all the important people in our lives. Give me 30 minutes and I can leave voicemails, no one answers anymore, for 5-6 people and just say, "Hello, I was thinking about you and wanted to touch base.". (I need to do more of this.)
  5. I subscribe to the online version of the Wall Street Journal but don't read it everyday. Sometimes, as a change of pace, I'll open it up and read whatever interests me. Typically, I tweet a link to the most interesting articles. It's my favorite source of Tweets.
  6. I subscribe to several business journals and receive summaries regularly. It's a good way to keep current and has, on occasion, been the source of new business. It typically takes 5-10 minutes to get through one summary.
  7. Promote my blog. Few blogs grow readership by themselves, you have to promote them. I use Twitter, FaceBook and LinkedIn (primarily) to let folks know a new post is up. In addition, I read several other blogs and leave comments, which is a good way to get people to read blog, in return, and you help grow an audience.
  8. Speaking of blogs, 30 minutes is just enough time to brainstorm blog topics and write a short paragraph outline.
  9. Take a walk or just look out the window. I have long days and seldom take a day off so every once in a while I just need to step away from the desk or whatever I'm working on to relax and regain my perspective.
  10. Clean up my desktop. By the end of the week my computer screen is often cluttered. I don't like clutter so spending 10-15 minutes to get files organized and into a folder is time well spent. This is similar to #1 so here's an extra bonus.
  11. Bonus: Check out the competition or one of my clients' competitors. Websites are being changed all the time. My arsenal of intelligence gathering and website analysis tools is constantly expanding so it pays for me to take the time to do a little competitor checking.
So, what would you do?

Steve

More Great Advice from Chris Brogan

Steve Hartkopf - Wednesday, October 21, 2009

How to Market a Real Time Event

by Chris Brogan

Always a URL. Always

If you’re going to wire up people and connect them to an event in the real world, you need a web page of some kind or another. People need all the details. They need some kind of intangible tangible that they can pass around to point out what’s what. Give them a web page.

If it’s just a one-off, use an event system like Eventbrite. If you’re going to do this over and over, consider setting up pages on your own website of choice, and then maybe double-up with an Eventbrite to manage the signup.

Extend onto Event Sites

Here’s where you can really get things moving. If you want this event to really spread, use sites like Upcoming.org and Eventful, to name a few. If you’ve got a Facebook group, put up an event notification there. If you’ve got a LinkedIn group, and the event matches, put it up there, too.

Status, Status, Status

Without being “that guy” (and never forget, I mean this for either gender), mentioning your event is easy across your Twitter, your Facebook, your LinkedIn status, and all the other social sites that make sense to promote. A word of caution: this gets close to what feels like carpet-bombing, so go gently. In fact, out in front of such a promotional effort, make sure you’re doing your good deeds and promoting others, and sharing other good information. People don’t like a tireless self-promoter, but they don’t mind someone who shares the good stuff, even when some of it’s their own.

Email Marketing

Do you maintain an email list? Don’t forget to drop a gentle note of your event into there, too. Again, the goal is subtlety and just a gentle pointer to your URL.

Flickr and YouTube

Want to amp up your event’s pre-buzz as well as give it some love on the day of the event? Here are two things: use photos and videos for pre-event invites and promos. Then, encourage people to take photos and videos AT the event. If at all possible, make it easy for the folks who might be into making media to have something to take photos and make movies about. (A side note: if you’re bothering to throw an event with a lot of web presence, use a tag – metadata – to denote the event, for people’s blog posts, for Flickr and YouTube, and for Twitter. For instance, we’ll use #trustsummit for our event in NYC.)

Blog Posts Matter

You can do much worse than to find local bloggers and bloggers who care about the subject matter to cover the event, should they find it useful. If you’ve a budget to do so, invite some to attend in exchange for blogging anything that might be of interest to them. Realize that in the new world, bloggers are rarely obligated to do whatever you ask, and yet, if you make it interesting and worthwhile, folks love to tell a story.

Getting a few posts out about the event ahead of time, and/or after give you a lot more traction and appreciation before and after. Again, make sure the event’s worthy of coverage. If it’s just a straight product pitch or the like, that’s tricky to justify.

Twitter on the Day Of the Event

To me, Twitter’s the magic sauce in making your NEXT event really light up. It’s too late for your event by the time folks start tweeting about it, but it’s a great way to really warm up your future events. If people are tweeting that they’re having a fun time, that they’re learning, that there are still a few hours to get down to the event and have fun, magic can happy. That’s why Twitter’s the Serendipity Engine.

Strategic Blogging

Steve Hartkopf - Friday, July 03, 2009
While researching the subject of aligning blogging and business strategy one of my favorite bloggers, Chris Brogan, sent me the following.  Chris is one of the most successful bloggers in the world and someone I listen to on social media matters.

Strategic Blogging and Some Tactics to Nail It
Posted: 30 Jun 2009 03:30 AM PDT on www.chrisbrogan.com
Written by Chris Brogan

Once you get past the “should my company be blogging” hurdle and into the “okay, so now what?” part of the race, the next question you might find yourself facing is, “What should I be doing to marry my blogging to my business goals?” If you’re in charge of making blogs deliver a business value to your organization, here’s some thoughts to consider. (Note: this is a business-minded post. You can use blogs however you like.)

A Strategy is the Path You Choose to Take

Before we dive in, just realize this: strategy is a word that’s rarely used properly. Check out Erika Andersen’s Being Strategic if you need more on the right way to think about strategy. If not, just accept that strategy just means “the best way I can think of to get to the goal.”

Strategies are flexible. People don’t realize this. If your goal is to land more sales, then making one decision and sticking to it is not likely going to be the best way to plan your blogging methods. For instance, if you decide to write about product features every post, and that doesn’t convert to sales, would you still do it? No. You’d adjust your strategy and try new content approaches.

With that all said, let’s go in a bit more.

Sample Goals to Start our Strategies

Here’s a quick list of some ways one could use a blog in alignment with business strategy:
  • Customer Loyalty
  • Product/Service education
  • Lead Generation
  • Organic Keyword Marketing Assistance (SEO/SEM)
  • Entertainment
  • Awareness
  • Thought leadership
  • Announcements
There are, obviously, many more ways to use blogs, but you get the picture. From these goals, we can devise strategies.

Blogging Strategies

  • Customer Loyalty – make a “customer of the week” post. Write about and promote others.
  • Product/Service education – write several how-to posts
  • Lead Generation – write posts that attempt to move people to a conversion point.
  • Organic Keyword Marketing Assistance (SEO/SEM) – write blog posts that help you rate better for the search terms that matter to you.
  • Entertainment – create interesting posts that keep up people’s good will
  • Awareness – write frequent posts that maybe dip into many of these categories, to try and keep people interested
  • Thought Leadership – write posts that establish you or your leaders as credible industry voices with great value.
  • Announcements – use the blog as a glorified press release engine.

Again. I could write another 12 strategies each for the above-mentioned, but that’s not the point. I’m illustrating ways you can think about strategies for your blogging. Let’s go another layer down.

Tactics to Consider

  • Customer Loyalty – include pictures in every post. Link to the customer often.
  • Product/Service education – build good category support. Use sharethis.com or similar.
  • Lead Generation – make simple calls to action. Don’t confuse with too many links, pictures, or other distractions.
  • Organic Keyword Marketing Assistance (SEO/SEM) – learn which keywords you want to rank for and blog accordingly. (I’m not very into this method).
  • Entertainment – build cross-promotional efforts, like tying posts to facebook and friendfeed for more exposure. The name of the game is eyeballs.
  • Awareness – find ways to share and distribute. Look for external sharing mechanisms. The more you can cross-pollenate the message without seeming spammy, the better.
  • Thought leadership – empower your leader (whoever you choose) to share as much as possible with the community. Comments help this cause lots.
  • Announcements – be concise, and be able to share as much as possible.

What Works For You?

One thing to never forget is that you should always discount anything I say by tempering it with the understanding of what works best for you. You might be having tons of success by writing huge posts with no visual breaks. Who knows? Go with what works for you.
If you want more about the mechanics blogging, here is my best advice about blogging. Some of that might help, too.
Was this useful to you? What else did you want to share with everyone about your own successes? What’s worked or not worked for you?

Thanks, Chris.

Steve


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