Money is made when a visitor is attracted to, and “transacts” with, a web site. These transactions have a value that can be calculated. An e-commerce sale is easy to value; filling out a contact form or signing up for an e-newsletter will, in time, be easy to value, as well.

For example, a dental contact form fill could equate to $5,000, with 50 percent of all forms leading to a new, $10,000 lifetime-value patient. An e-newsletter sign-up could equate to $8.25 per person ($84,342.86 in sales to 10,222 people on the list).

To drive value and transactions, your social media connections need to have these essential elements:

Message: This is how you engage potential customers and bring them to a web site. The best place to sharpen these skills is on Twitter, since you are limited to 140 characters. Brevity is the soul of social media. The message (which can include links to valuable content) has to be laser-focused on either, “Why the heck should I care that you (your client) exists?” and/or, “Are you offering me something valuable enough for me to identify myself to you?”

Target: Who should get the message? There are social media communities formed around any product or service. Our company is tapping into everything from upscale candy to industrial/municipal wastewater treatment. If you engage them with the right message and content, they will go to your web site and, in time, transact.

Vehicle: Which social media platform should you use? Here are some actual dollar values: Facebook: $1.24 per Like; LinkedIn: $0.57 per company follower; Twitter: $0.03 per follower, YouTube: $0.17 per video view.

Learn more at Joe Scott’s workshop, “Making Money With Social Media,” at Expo East on Wednesday, May 23 from 8 – 9:30 am in room 301 at the Atlantic City Convention Center in Atlantic City, New Jersey. Scott will also co-present “How To Take Off 2 Months Every Year” on Monday, May 20 from 3:30 – 4:45 p.m. The sessions are free to registered show attendees who are members of PPAI, SAAGNY, CPPA, NEPPA, PAPPA, TRASA or VAPPA. Participants earn 1.5 MAS points. Click here for information and to register for Expo East.

Source: Joseph Scott, MAS, co-founded Chanhassen, Minnesota-based distributor Scott & Associates, Inc. with his wife Katie in 1993. The second generation joined company in 2009. Scott has transitioned his distributorship into an agency that gets paid for its time and the results it generates for clients. Scott makes his living selling promotional products and advertising services.

According to technology research company Gartner, Inc., Androids made up 31 percent of the total mobile phone shipments in fourth quarter 2012 with more than 144.7 million smartphones. These phones are critical mobile tools for promotional products professionals who need to access images, data, contacts and reports while on the go. Despite their popularity, these smartphones have one flaw: The many variations of the Android make it tough to provide standardized tips. The following mobile engagement tips for Android are designed for Android 4.x users; and the steps to follow these tips may vary on your phone.

1. Change your signature. Open your email. Be sure you are at the listing of emails (not an individual email). Tap the Menu button. Tap Settings. Tap your Account Name. Tap Signature. Edit your signature. Tap OK.

2. Set up shortcuts with Swype. Swype is a faster way to enter text and is probably my favorite reason for owning an Android. If you don’t know how to swype, visit http://www.swype.com/category/tips/ to learn more. Tap Settings. Tap Language & Input. Tap Swype for your default keyboard. Slide the brightness control down to save your battery.

3. Use voice dictation. Yes, Apple has Siri but Androids have Google voice recognition and it’s awesome. Be sure to turn on the personalized recognition option (Settings, Language & Input, Voice Search, Personalized Recognition).

4. Enable Google Now. If you have Jelly Bean (4.1) or later, Google Now is a neat feature that predicts what you need to know. You can set up information you prefer to receive on a daily basis, such as traffic, weather, sports scores and news headlines. You can even access airline boarding passes from your online reservation. Start using Google Now by swiping up from your home screen or by tapping the Google Search bar.

5. Extend your battery life. There are several things you can do make your Android battery last longer.
- Use the auto setting to dim the display screen.
- Shorten the screen timeout.
- Keep GPS and Bluetooth turned off.
- Carry an extra battery.

Because the battery life on smartphones is not long, portable battery packs are timely and useful promotional items and they have a large imprint area.

For more tips from Expo East workshop leaders, read PCT tomorrow.

Learn more mobile tips at Dale Denham’s workshop, “Maximize Mobile,” at Expo East on Monday, May 20 from 3:30 to 4:45 pm in room 301 at the Atlantic City Convention Center in Atlantic City, New Jersey. The session is free to registered show attendees who are members of PPAI, SAAGNY, CPPA, NEPPA, PAPPA, TRASA or VAPPA. Participants earn 1.5 CAS points. Click here for information and to register for Expo East.

Source: Dale Denham, MAS+, is the CIO of Lewiston, Maine-based distributor Geiger (UPIC: GEIGER). He’s also a technology-savvy business professional and regular blogger. Among the first 10 people certified as a Master Advertising Specialist+ by PPAI., Denham was also recognized by Counselor magazine as one of “40 under 40″ and named one of Corporate Logo’s Most Influential People in 2004.

Selling promotional products means you are always on the go, and your mobile device becomes a critical tool to your success. In fact, it’s estimated that 38 percent of the smartphone users in the United States prefer iPhones. To help navigate the world of iOS technology, below are tips to make you more productive on your mobile Apple devices.

1. Change your email signature. Tap your settings icon. Tap Mail, Contacts, Calendars. On the right side of the screen, swipe up until you see Signature, tap Signature. If you have more than one account you can set the signature for all accounts or per account. Tap Per Account, change the default signature to whatever you want for each account. It will save automatically.

2. Utilize hidden controls. Double-tap the Home button (the round button at the bottom of your iPad/iPhone). Swipe your finger to the right in the section that pops up. iPad users will see Volume, Brightness and Lock controls. iPhone users need to swipe again to see these options. If you tap the Lock Control (the arrow going in a circle) you can lock or unlock the auto-rotation. This is helpful if you move the device but want the display to remain horizontal or vertical. Also, sliding the Brightness Control down will save your battery.

3. Auto-scroll to the top of the page. If you are on a long web page in the Safari web browser, tap the Clock at the top of your screen and Safari will return you to the top of the page.

4. Set Auto-typing shortcuts. Auto-typing shortcuts save you time inputting repeatable content, such as your email address. Tap Settings. Swipe your finger up on the right side of the page. Tap Keyboard. At the very bottom, tap Add New Shortcut. Put your email address in the box labeled Phrase. Type the shortcut in the Shortcut box (something like DDG). Tap Save. Next time you type your shortcut and hit space or enter, it will fill in your email address (or other phrase).

Do you love these tips but feeling left out because you’re an Android user? No worries. Read PCT tomorrow for Dale’s droid tips.

Learn more mobile tips at Dale Denham’s workshop, “Maximize Mobile,” at Expo East on Monday, May 20 from 3:30 – 4:45 pm in room 301 at the Atlantic City Convention Center in Atlantic City, New Jersey. The session is free to registered show attendees who are members of PPAI, SAAGNY, CPPA, NEPPA, PAPPA, TRASA or VAPPA. Participants earn 1.5 CAS points. Click here for information and to register for Expo East.

Source: Dale Denham, MAS+, is the CIO of Lewiston, Maine-based distributor Geiger (UPIC: GEIGER). He’s also a technology-savvy business professional and regular blogger. Among the first 10 people certified as a Master Advertising Specialist+ by PPAI., Denham was also recognized by Counselor magazine as one of “40 under 40″ and named one of Corporate Logo’s Most Influential People in 2004.

Ever imagine what it might be like to take a few months off from work each year? Can you picture yourself doing some fishing, relaxing on the lake or vacationing with your family? What about other important work such as serving the poor, volunteering your time to build houses or preparing food in rural feeding stations in Africa? Yet the challenge is the promotional products industry never seems to stop for us. Running your own small- or medium sized business requires tremendous amounts of energy, focus and perseverance. Stress is the typical by-product.

Rod Brown, CAS, chief financial officer of distributor MadeToOrder, felt the same way but he decided to change the paradigm. More than 10 years ago, several factors led to Brown’s decision to change the way he lived life and operated his business.

Being able to take two months off every year didn’t come easy, Brown says. He had to make a commitment to re-write his life by empowering others and sharing the wealth in his company, which ultimately resulted in the creation of a significant distributor in the industry today. His story is about the power of a team and the power of shared equity versus the power of one.

You’ll find Rod’s story part inspirational, part informational and part invitational. Listen in as he recants how 9/11 and the disillusionment of the venture capital world forced him to ask serious questions about his life and approach to building a business. In the end, hopefully you’ll find yourself asking similar questions as a way to possibly redefine your path and journey. Find out how you can still chase the brass ring, work hard and pursue the financial goals you seek–but hopefully figure a way to balance it all with other important pieces in your life–family, friends, volunteering and good health.

Rod Brown, CAS, and Joseph Scott, MAS, will present “How to Take Two Months Off Every Year” at Expo East on Monday, May 20 from 3:30 – 4:45 pm in room 304 at the Atlantic City Convention Center in Atlantic City, New Jersey. The session is free to registered show attendees who are members of PPAI, SAAGNY, CPPA, NEPPA, PAPPA, TRASA or VAPPA. Participants earn 1.5 MAS points. Click here for information and to register for Expo East.

Source: Rod Brown, CAS, is CFO and managing director of MadeToOrder, a Pleasanton, California-based distributor. He currently serves as vice chair of finance on the PPAI Board of Directors.

Whether a business admits it or not, people most likely are already talking about it on social media. The business can choose to bury its head in the sand and pretend it isn’t happening or join the conversation. By joining the conversation, the business can help amplify the good words spoken about it and minimize or neutralize the negative.

Okay, so yours is a generally good business but you get a negative comment, rating or review about your business, product or service. Don’t panic! Follow these three steps in today’s Promotional Consultant Today.

Step 1: Thank the user for the feedback. Yes, this may be very hard, especially if the comment or review is particularly harsh or gets personal. But remember that hundreds or thousands of eyes will be on your response. Even if you don’t think this is the case, approach it as if the user is truly intending to provide honest feedback. Many businesses pay big bucks for customer research to get real feedback, and any business that wants to continually improve should be very appreciative that users have taken the time to offer their experiences. So, yes, thank them sincerely for their time and feedback.

Step 2: Tell them what you are going to do. Let the user know that you take great pride in your product or service and that what he or she experienced is well out of the norm. Now that you know there was an issue, you will take steps to help prevent it from happening again. If the comment is non-specific on what the issue was (just a “this business sucks” comment), tell them you take pride in your business and that if the product or service fell short of their expectations you would love to know more details.

Step 3: Deflect the conversation to another channel. You don’t want to carry on the conversation on social media. End your comment by telling the user if he or she would like to discuss further to call you at your office or to send you an email. If the person takes you up on the offer, be ready to really talk to them calmly and rationally. If the user tries to bait you into more social media dialogue, leave your original answer as your response and don’t take the bait.

When following this process it is important that you be sincere, personable and original in each response. A mechanized response that is the same to every comment is more likely to cause harm than help.

Source: Erik Johnson is director of digital marketing and social media for ClubCorp. He’s also a national writer and speaker on the topics of social media and innovation.

1. Determine formats that will engage your customers. Does video make sense for your audience? What content on your website do you want to make shareable? Are case studies valuable tools? Determine a variety of formats appropriate for your audience, identify topics and also look to see what content currently exists that you can repurpose.

2. Establish a clear process. Determine how ideas will be generated, who will execute these ideas and, in general, how the content is going to be created. Utilize a team and identify clear roles and responsibilities.

3. Determine the approval process. Have a solid approval process in place, utilizing various experts in your company so that you can make sure all information is accurate. Allow time for approvals, but don’t let this process hinder the timeliness of your information.

4. Create an editorial calendar and distribution plan. Determine topics that address the barriers your audience faces. Then plan to push out the same content through multiple channels: White paper, blog post, case study, tweets and more.

5. Measure your results. Identify the metrics you need to track to determine success and follow these diligently. If you’re not getting the results you need, then make adjustments to your plan.

Content marketing—it’s really that simple.

Source: Cassandra Johnson is a tech-savvy marketing communications consultant and freelance writer. She reports on the latest trends in the promotional products industry, public relations, direct marketing, e-marketing and more. She supports clients in a variety of industries, including promotional products, hospitality, financial services and technology.

What I’ve just described is the concept of content marketing—creating and distributing relevant and valuable content to attract, acquire and engage a specific audience along the buying funnel. Promotional Consultant Today shares these five tips for getting started with a successful content marketing program and it’s much simpler than you would think.

1. Define your goal. What is it that you want to accomplish through content? Do you want your customers to understand the valuable services you offer behind the products? Do you want them to know about your company’s commitment to quality? Do you want to tap into a new market? Specify what you are trying to achieve and quantify this goal.

2. Identify your audience. Today’s marketing agencies might call this the “buyer persona,” but it’s really as simple as identifying your target audience. Define who it is you are trying to reach as well as the barriers these audiences face in their day-to-day jobs.

3. Develop your messages. What are the key takeaways you want your audience to receive? Identify these messages and the value of these messages to your defined audience.

4. Determine what you can create. Ask yourself, “What can I provide that will help my customers or prospects do their jobs better? Don’t think in terms of a product, think in terms of the knowledge you bring to this industry.

5. Identify the voice of your brand. Do you want that voice to be knowledgeable, funny, cutting-edge or smart? Define that voice and how it can be represented through words and graphic elements.

For more simple content marketing tips, read tomorrow’s PCT.

Source: Cassandra Johnson is a tech-savvy marketing communications consultant and freelance writer. She reports on the latest trends in the promotional products industry, public relations, direct marketing, e-marketing and more. She supports clients in a variety of industries, including promotional products, hospitality, financial services and technology.

Behavior No. 1: Know what you want, then ask for it. Everyone loves a straight dealer, so be honest and direct about what you are trying to achieve. But in order to state what you want clearly, you have to first know what you want from your customer. What is the purpose of your meeting? What are you hoping to achieve? When you know exactly what you want, you can better state your position and get your point across to your customers.

Behavior No. 2: Create win/win suggestions. You can influence your customers to help you obtain what you want by providing them with specific, concrete ideas that will ultimately benefit you both. To make this happen, preparation is essential. When you know your customers’ needs, you can adjust your approach accordingly.

Behavior No. 3: Build trust by clarifying what you hear. Show your customers that you have listened to what they had to say by clarifying any issues they bring up. For example, when a customer tells you, “I’m interested in the product or service you’re offering, but I am not able to do it financially right now,” make sure that you have clearly understood. Paraphrase and summarize key points. When you demonstrate that you have heard and understood the customer’s position, you will find that you create a shared commitment between you.

Behavior No. 4: Ask big, open-ended questions. Draw your customer out by asking a mix of open-ended questions and focused questions, then actively listening to the answers. Questions will help you establish rapport with the customer, and lead to openness, understanding and commitment, so don’t rush this behavior.

Behavior No. 5: Give something, get something. Your customers want to see clearly why they should give you their business, so motivate them with sound reasoning that relates your solution to those concerns you know they may have. Make it easier or more attractive for your customers to do what you ask by telling them what you will be happy to do for them if they accept your solution. Show that you are willing to modify your initial proposal to better suit their needs. Show added value and make your offer more attractive in some way. Give them something immediately, and you increase your chances of getting what you want.

For more tips on customer engagement, read tomorrow’s PCT.

Source: Alan Vengel is a consultant in management training and organizational development and author of The Influence Edge – How to Persuade Others to Help You Achieve Your Goals. He offers cutting-edge training and skill-building workshops on influence and negotiation.

1. Exercise Patience. Take off your selling shoes and pull up a chair so you can get to know people. Even if you are only social networking for business, take time first to develop some type of bond with others, or you will be invisible to them and useless to your business.

2. Establish Credibility. The bonds you develop need to be meaningful toward maintaining a knowledgeable, professional and always helpful profile. For any marketing attempts to be successful, people must first have some confidence that you know what you are talking about and that your intentions are good and not just for the business. Your best results will come only after you have taken the time to develop this good reputation with others.

3. Develop Trust. The most important component of the reputation you develop is trust. Your reputation must be a positive one that reflects credibility but builds trust, too. If people can’t trust you, then any efforts you put into social networking for business will be wasted. The best way to achieve this trust is to make a habit of being helpful or freely offering any type of information that may be of use or interest to others. Do so without any expectations of receiving anything in return and people will quickly regard you in a trustworthy manner.

Tapping into the viral potential of these communities will require building relationships with others first, and this will take time and patience. It is very important to remember these are social communities; therefore, your acceptance must precede any marketing efforts.

Source: TJ Philpott is an author and internet entrepreneur based in North Carolina.

When pitching your business, how often do you access the C-level: CEO, COO or CMO? While these executives are the ultimate decision makers in an organization, often they are concerned with macro issues like revenue growth, the economic outlook and potential threat to their business. So how do you get the attention of these important decision-makers? Promotional Consultant Today continues our series with more insight into the C-suite.

C-level decision makers have big egos. Most executives have healthy egos, which is one of the things that helped them achieve their status in the company. This means that you need to be very confident in your own abilities when selling to these individuals. Don’t back down when you’re challenged. In fact, doing so could cost you the business because C-level execs want to deal with people who believe in what they do. Are you confident enough to deal directly with C-level executives?

C-level decision makers spend the bulk of their day in meetings. The next time you’re in the office, watch an executive. Chances are you will see them dashing from meeting to meeting. Your prospects are in the same position. They aren’t sitting at their desks waiting for you to call them. Are you persistent in your efforts to connect with these individuals?

C-level decision makers have at least 40 hours of work on their desk at any given time. CEOs never get caught up, or just when they think they can’t get busier, they do. You need to give these individuals an extremely good reason to meet with you or take your call. Is your approach effective?

C-level decision makers receive upward of 150 emails every day. Many salespeople use email as their major form of correspondence, but it can be ineffective because most C-level decision makers simply don’t have time to respond to every email. A managing director once told me that he prefers telephone correspondence because he simply can’t get to every email, even when he wants to. Do you use a variety of strategies to connect with C-level decision makers?

C-level decision makers think big picture. Stop focusing on your product or your company and start looking at the big picture of your prospect’s business. Most C-level execs don’t get bogged down in the little details of their business; they pay others to take care of the details. I once met with the president of a $125 million company and made the mistake of asking her questions about front-line execution instead of top-level strategic issues. Can you see and discuss the big picture?

Think about your responses to each question and adapt your approach accordingly. It will help you secure that valuable “foot in the door.”

Source: Kelley Robertson helps people master their sales conversations so they can win more business and increase their sales. He conducts sales training workshops and delivers keynote speeches at conferences, sales meetings and other events. Email Kelley@RobertsonTrainingGroup.com to book him to speak at your event.