Thanks for the great comments. I have been preparing more information for you. As times change, so rapidly, at times it is difficult to keep up. But, I think you’ll like a couple of the new stories, questions, comments and ideas we’ve picked up “out there”. See y’all.

JWT CLOSED ITS CHICAGO OFFICE, ROCKY MOUNTAIN NEWS CLOSED ITS DOORS—WHY?

Could it be because people are not advertising as much? Could it be because INBOUND MARKETING is growing?

IT’S NO SECRET, AND IT AIN’T THE ECONOMY.

IF ANYONE EVER SENDS YOU A LINK TO THE TOP TEN SECRETS TO ACHIEVE ANYTHING, DELETE IT…THERE ARE NO SUCH SECRETS, (and if there were only ten, EVERYONE would be doing it.)

HERE’S THE LESSON FOR TODAY - You could learn ten things from me, and ten more things from someone else, and 6 things from another… some of which MAY lead you to “somewhere” or “something” that may lead you to your new conclusions, but that’s it.

If there are Ten Secrets to Stardom or Success, they are still SECRETS. I don’t have any secrets, but I know this…a good product doesn’t mean anything if you can’t get it in front of people who use it, eat it, taste, it smell it, throw it, fold it in triangles, or give it to someone else. But, that’s no secret. YOU KNOW THIS.

THIS is what I believe will work: If you bring your product or concept to a professional whose knowledge and experience can move your product to the next level, to get it into the hands of your target demographic, you’re probably five (5) years ahead of where you were yesterday…..You want people that can help move you along to your next ten things, and on, and on.

We have knowledge and experience, but I’m not selling that today. I’m giving it away. Here are some concepts and information I would like to share with you. You may find them important. You may not. But, if you are trying to launch a new business, or launch a new product or service, or need to expand your distribution network…you need to know that some of the brightest minds on the planet. BRILLIANT PROFESSIONALS that know how to get you in front of your buyers want you to succeed. And, if you read this long blog, you will pick up enough information to increase your profits this year-without contacting us. We’re giving the INFO to you.

If the information you find in this document makes sense to you…call us.you soon.

FIRST - EVERYTHING IS MARKETING. EVERYTHING YOU DON’T THINK IS MARKETING, IS MARKETING…EXCEPT FOR SALES. MARKETING IS EVERYTHING YOU TO THAT LEADS YOU TO THE SALE.

MARKETING IS YOUR SHIRT, YOUR LETTERHEAD, YOUR HANDSHAKE, YOUR LOOK STRAIGHT INTO THE EYE.

LET’S GET TO IT – LET’S TALK ABOUT MARKETING…SOCIAL MARKETING

Think of SOCIAL MARKETING as a get-together to talk about like interests. To talk about moving forward with a concept, with business leaders, champions and

influencers

to help introduce you to people you need to know, AND who need your products.

SOCIAL MEDIA IS INCREDIBLE… (when used correctly)
…it works because it is permission-based. It works because when you know the right tactics and strategies to get attention for your products and services, people will come to you. That’s the BIG SECRET that isn’t a secret.

DOES THIS MAKE SENSE?

The marketing programs of yesterday are not working today. (JWT CLOSED ITS CHICAGO OFFICE) Trade shows are less attended, Newspapers and Magazines are losing readership more quickly than they can recover. “FAMOUS NEWSPAPERS” are shutting down. (ROCKY MOUNTAIN NEWS CLOSED…PERIOD). WHY? People are getting their news ONLINE.
MAGAZINES ARE LOSING readership. PAGE COUNT IS SMALLER. Weekly publications are changing to MONTHLY. MONTHLY PUBS ARE CHANGING TO QUARTERLY.

So, if people aren’t reading the magazines and newspapers, advertisers have no reason to advertise. If there are no advertisers – the publication has to cut pages, fire writers, close their doors. Just like any other business. No Clients – No Business.

This is just one reason to move toward social (INBOUND) marketing.

Let’s look at another – TELEVISION – Other than incredible examples of outstanding programming such as “American Idol” people are TiVO-ing. People are Blocking TV advertising by using TiVO, or similar products. Television is not what it used to be. You have TiVO, HBO, and HBO On Demand, and on and on.

This means that if you have television advertising, chances are they may be blocked by the people you are trying to reach. NOT ALL…but some. This is another reason to move toward social (INBOUND) marketing.

RADIO – Let me say one SIRIUS word about radio advertising…. OK, TWO WORDS…XM. And, as always, there are so many options, to just push the button, change the channel. If your advertising is on radio, you need to know, that radio is being blocked…more and more each day. Another reason to move toward social or INBOUND marketing.

BILLBOARDS – It is my opinion that billboards have become blight on our Scenic Environment. Besides…do you think you can put enough information on a billboard to change someone’s mind enough to use your products? If the answer is no, there is another reason to move toward social (INBOUND) marketing.

THINK ABOUT THIS - flyers, brochures, one-sheets, pocket push cards, eMail Blasting, all of this is PUSH Marketing, and may either be thrown away or “DELETED”.

Don’t get me wrong, there is a place for collateral material inside a TOTAL MARKETING SOLUTION. But to continue to market via PUSH methods alone, can be a continued waste of assets. ANOTHER THOUGHT What do you do when you’re looking for something? Go to the newspaper, yellow pages, or magazine? Do you look through your drawer, or basket of flyers and brochures? What do you do with all the direct mail you get every day? Do you have a direct mail file? NO!

If you want information about a specific product, you go to the internet. You GOOGLE it. Well, that’s exactly what 98% of everyone else ON THE PLANET-with a computer is doing, So……if everyone is looking online for their information, where do you believe YOUR MARKETING should be? Huh?

THAT’S RIGHT… “INBOUND MARKETING” ONLINE!!!

COMMUNITIES DISCUSSING YOUR PRODUCTS AND SERVICES ARE ONLINE - NOW. THEY ARE WAITING FOR YOU…ARE YOU THERE?

Have you been paying attention to all the DISCUSSIONS about the strength of places like LinkedIN?

Moving from a “PUSH” Marketing Philosophy to a “PULL” Marketing Philosophy shouldn’t scare you. There are millions of people and companies online right now, who want more information, so they can make IMPORTANT BUYING DECISIONS. ARE YOU THERE? GetFoundINBOUND©

WHICH MAKES MORE SENSE TO YOU?

Would you rather design, print, and mail 10,000 brochures or flyers, to 10,000 people who may or may NOT have an interest in your offerings? (Maybe 1%-2% response rate) MAYBE - Or, would you rather communicate DIRECT to 1,000 people whom you know have a high-level of interest in the type of products and/or services you offer, and have given you PERMISSION to contact them?

If you responded to the latter…then you need to begin transitioning to INBOUND marketing strategies.

There are NEW WORDS you need to include as part of Your New Business Vocabulary. You may have heard them mentioned in a recent after-hours “networking” meeting, in your city. They sound like this: LinkedIN, Twitter, Flicker, Digg, You Tube, Facebook…and on and on…there are hundreds.

You don’t have to understand what they mean. BUT…You MUST understand what they “DO”. And, when U DO…, you could turn your sales numbers around, substantially. We WILL help guide you through this a-MAZE-ing process.

OK, NOW, We’re In. How are we Heard?

Upon entering a community, you will begin to hear conversations. PARTICIPATE in these conversations. YOU are an expert. Begin to develop ongoing conversations, and participate in each of them. Let them know who you are. Become transparent. Become TRUSTED.

If you need help with content, let us know. We can help guide and create amazing content for these conversations. Then, Conversations can become Conversions…which become REVENUE.

Content will ALWAYS BE KING
You must place yourself in the position of being the expert in your field. CONTENT is informative, it embraces your prospects, and helps guide them through your eloquent presentation - (ELVIS IS NOT KING…CONTENT IS KING).

Absolutely NOTHING beats well-written, informative, and entertaining content. From Blog-posts, and podcasts…From creating a WEBINAR to presentation of a whitepaper…place yourself in a position of being the knowledgeable expert. From this position, you engage the community through conversation. From well-stated CONVERSATION, comes CONVERSION. By entering communities, you have secured a spot in the medium to communicate directly to buyers. You have the option of converting those conversations into revenue. You have been given PERMISSION TO SELL your products and services.

IMPORTANT NOTE: DO NOT try to sell in the conversation. This is a reward. As they ask for more, you can LEAD them to your site…send them an important document, and more information to engage them. Then, call/meet them, and enter into your selling proposition. They have given you PERMISSION to sell them something.

By entering the community, you have been given permission to communicate. Through your communication, you will gain interest. From this interest, you will gain conversions. Do it again! Do it again!!

Be Selective. You don’t have the time to be in every community.

Since it is not possible to be effective in every social network, we’re glad to help you to be selective by researching the hundreds and hundreds of opportunities, and choosing the communities that have the highest potential to convert conversations into clients.

Here is the best advice I can give you TODAY. No charge. Ready? If you are not yet on LinkedIN, do it NOW…NOW! NOW!!!

LinkedIN is where you will begin to enter into business communities that can offer the most forward movement. Connect with people you know. Find people that you believe can be a positive LINK for you, and connect to them. If you need help, ask us.

“GIVE IT AWAY, GIVE IT AWAY, GIVE IT AWAY – NOW”

Remember the “Golden Rule”? “Do unto others, as you would have others do unto you.” As quickly as people (companies) enter communities, and begin to sell, sell, sell, is as quickly as the members of that community stop paying attention to them. If you think that just by being there, you have permission to go into your sales pitch, you would be absolutely, messed-up RWRONG.

As the lyrics from “The Red Hot Chili Peppers” song state: “GiveItAway, GiveItAway, GiveItAway Now”.

This is exactly what you should do, from the very beginning of your association with communities. SHARE your content. Let those within the communities know that you want them to succeed. And, you will help them to succeed by sharing the information you have, related to this community.

Become the source of information on your specialty topic. They will then come to you. They will learn to trust you, because you are GIVING not taking. Therefore, they too will become givers of information to you. ALL WILL SHARE…ALL WILL LEARN…ALL WILL PROSPER.

DON’T PLAY GAMES WITH SOCIAL MEDIA.

Social Media is becoming the highest form of marketing communication. Communities are filled with those who want and need information directly related to your company. FIND THEM. If you don’t have time, we’ll help YOU.

These are buyers, influencers, or champions, seeking quality information that will lead them to the products and services they need, and want. YOUR PRODUCTS/SERVICES.

Let it become a part of you and your company, and how you now operate your marketing strategies. BE HONEST, BE TRANSPARENT, BE GENEROUS with your information. CONTENT IS KING. HONESTY RULES. Let Social Marketing become your new, forward THINKING STRATEGY.
“EAT CHANGE FOR BREAKFAST” —Dr. Oren Harari- (www.harari.com)

THESE CONCEPTS ARE A PART OF CHANGE.
CHANGE OF THOUGHT PROCESSES and SALES PROCESSES - MARKETING PROCESSES and YOUR FUTURE BUSINESS PROCESSES.

One of my beloved mentors, Dr. Oren Harari, Professor of Marketing-University of San Francisco, in his best-selling books, “Leapfrogging The Competition” and “Break From The Pack” stresses that CHANGE is the impetus for SUCCESS. If you are prepared for change, and include change into your business mindset, based upon everything that is happening in your business, industry, vertical, competition, market and customers, then you are positioned for success. Change should not frighten you.

We believe you should EMBRACE CHANGE. When you are prepared for it, you can move with it. You can respond to it. You can control it.

We believe INBOUND MARKETING is the KEY to SUCCESS in today’s business environment.

With all other media suffering…by lack of readership, viewers, listeners, lesser content, falling subscriptions, leading to fewer advertisers, smaller advertising budgets, reduction of pages, M&A…on and on.

Your ads may be BLOCKED. There are fewer READERS seeing your print ads. TRADE SHOW budgets are plummeting. There are fewer participants spending money on travel. Fewer people to see your booth, and hear your story. What are you going to do now?

YOUR CUSTOMERS ARE ONLINE. WAITING FOR YOU.
GET FOUND INBOUND©

FINALLY-REALLY…FINALLY - EVERYTHING…everything is MARKETING! Even things you don’t think are marketing- ARE MARKETING — eVERyThinG. – that is…EXCEPT SALES… BUT…Marketing is everything you do that leads up 2 the SALE.

See you IN THERE.

Randall Montalbano
Senior Advisor
White Mountain Marketing
www.whitemountainmktng.com

Where Did Everyone Go?

I was visiting the other day with a prospective client, whom I had known for several years. As we were catching up, and naturally talking about marketing, he asked me, “Where’d everybody go?”

I answered, “What do you mean?”

He then began to share with me that it seemed that responses to his marketing had seemed to be dwindling over the past few months. He went to different list vendors, “updated” his lists, but leads were fading. “Sounds like Autumn” I said, trying to be jovial. Then he got serious. “Randall, I’m worried…what with “The economy” and all, I’m looking at tough times.”

What a great queue that was. I began to explain the economies of scale based upon the differences between his OUTBOUND marketing strategies, and the INBOUND marketing strategies we have been recommending and implementing.

Forrester Research recently made some interesting remarks based upon their surveys, which were echoed on BlogSpot.com. The bottom line is that buyers are online. I asked, “When you begin looking for B2B offerings, where do you go? When you’re looking for bargains on buying a car, where do you go? Do you grab a newspaper or magazine? What do you do?

Naturally, his response was “The web”.

Inbound marketing just makes more sense. Companies, who purchased lists and blasted eMail all over the place, have been blocked. Think about it…BLOCKED… That means forever. No wonder responses slide. “No wonder creating the sale and the brand isn’t working”. And, forget about printing and mailing 25,000. What happens then? Do you sit around and wait for the phone? What is the purpose? Do the salespeople follow-up, and try to set appointments? What is the return on that? What is the expense of that?

“We have a website, Randall. Why don’t people go there anymore?” I believe the reason to be that if you own a business, and are not creating reasons for people to go to your website, they won’t go. It’s that simple. Depending upon type of B2B, the website is more than likely, a brochure. Social Content Marketing and Blogging reach those who are interested in the information you have. “Content is King” still reigns supreme.

We talked for hours, but the bottom line was this.

Buyers want a reason to visit your website. By sharing information with them…by presenting information to them in the manner in which they want information will drive them to your website. Social communities (CPA’s, CFO’s, knitters, basket weavers and companies wishing to move business to another country), have either formed communities or are associated with communities of like interest. Whatever your business…you need to restructure your marketing programs. If you’re not LinkedIn, Twitter’d, Flikr’d, Fast Pitched, you are close to invisible to your new market. Get there…you’re late…get busy and create your new marketing strategies. Or, contact us: info@whitemountainmktng.com.
GET FOUND INBOUND © WWW.GETFOUNDINBOUND.COM - We’ll help you.

Resolute in 09? Check the mirror.

Here we are, at the threshold of a new year (2009), the threshold of a new decade (2010), the threshold of a new aga in The United States, with the soon to be innaugurated first person of African decent to assume The Office of the Presidency of The United States, and each of us face the same question, every year…”What is your resolution?”

Is there a “resolution” that individually we can make that when followed will change our lives collectively?

A popular resolution is to commit to losing weight, to becoming more healthy, to take our best shot at living a longer life. I’ve thought a lot about living a longer life. I mean, what an amazing gift we have each been given…a life. And, we have each been given the joy of sharing our life with others, and have them share their lives with us…Is this not amazing?

What about instead of a longer life, we focus on a “BETTER” life?

Think for a moment about the impact you have, and have had on so many people as you have moved through your life journey. The relationships that have been created and developed…from just a few moments…through many decades.

People have asked…”What are your resolutions for the New Year?” This question, from my daughter, gave me pause. I thought, ‘my answer to her can not be frivolous, it can not be trite. She is at an age when she will absorb everything I say, and perhaps, the words I say to her can be a marker for the many decisions that will eventually become her life.’ Perhaps…I thought, I’m just thinking through this way too much, and that my response will not be taken as I imagined.

Either way, I have been driven to thought, and driven to a yellow pad (where I go to think), and eventually here…in a blog. But, I digress…

So, back to the threshold. As I virtually stand here and imagine looking down the road that will be called 2009, I am suddenly brought back to the here-and-now. Creating a resolution that begins tomorrow seems to make little sense. Quitting something, or starting anything tomorrow is not being resolute. This would not be honesty with myself. At this point, one is not resolute…instead, you are thinking about being resolute. This does not count.

I thought that if I am to be completely honest with myself, I must begin NOW.

Last year, I read a book by the title of “The Last Lecture”, authored, starring and presented by the late Professor Randy Pausch. I am a bit saddened about his passing, but in doing so, the truth of his amazing words become reality for all who read them.

From this book, from the passion with which it was written, I have come to the conclusion (of which I have been aware most of my life), so…I guess I should say that I have come to the realization that tomorrow does not exist. Our lives are filled with billions and billions of “now’s”. And, if we are paying attention, “now” has just passed - so, anything you were going to do then, is now gone. It will not return. It is too late.

So, upon this realization I must say to my daughter, “I resolve to continue to become a better person, a better human, a better father, a better daddy, a better parent, a better friend, a better associate, a better leader, a better listener, a better doer, a better man.

Every day, as I awaken, I will continue to go to the mirror and look myself in the eyes…because I learned many years ago that one can not lie to one’s self. It is impossible to do so. You know when you lie. Try it.

As I stand before myself, I will ask: “Did you do everything you could to become a better ________________ yesterday? Did you use every second, every minute to the best of your ability? Did you deceive yourself into believing you were working to the best of your abilities…or, did you do so?”

The truth will be known before the questions are asked, and will be immediately realized before the sentence is completed…as you look into your eyes.

From my responses, I will know what actions to take…TODAY…NOW. And, I will do this every day of my life, working to become…working to achieve all the goals I have set forth…working to live up to my own expectations - and, ONLY my expectations…for the goals I set for myself are much higher than any that are set by others, regardless of their belief. And, this will not begin tomorrow. It has already begun. All we have is now, so the best time to begin anything, is now.

I believe that if you go to your mirror daily, and confront yourself, as you look into your own eyes, you can make dramatic steps to achieve your best life goals. I believe this, because I have learned this for myself. You can live your resolutions, now. You can be who you want to be, today…now. Tomorrow may never come.

A longer life? Perhaps. A better life? Perhaps. You won’t know until you do it.

Your Competition is Cutting Back? Go After Them NOW

“THEY” say we’re facing difficult economic times. GM stock is at an all time low Why? Perhaps poor management and leadership? The tragedy is that companies who are poorly managed are taking those who are not, along with them.

“THEY” say these “difficult economic times” are changing the face of how we ‘do’ business…B/S. Not so! If you are on top of your market, paying attention to to your competition, your customers, and are making the minor marketing adjustments needed to stay on top, you’ll gain market-share, you’ll move closer to the top of your industry.

YOUR CUSTOMERS WANT TO BUY…LET THEM.

Your clients…the very clients who wanted to purchase your products or services yesterday, want to purchase your products and services today. The prospects that wanted to schedule a meeting with you yesterday, want to schedule a meeting with you today.

30 years ago, I came up with a theory I called - “The Caveman Theory”. It’s relatively simple. During “tight economic times” businesses in every vertical will cut their marketing, advertising and sales budgets. They go back into their caves to wait “it” out. They have made a conscious decision to STOP GOING AFTER BUSINESS. ?????

As they sit back there, and look out the front of the cave, they can see their market-share going to the businesses that have elected to work at the other end of the theory,the one that I call… “The Marathon Theory”.

The Marathon Theory is also simple…but to some, (We never did it that way before), it seems too difficult to grasp.

Do Not Back Down!
Do not drop your marketing budget. Go after the clients that are out there looking for whatever it is you sell. If your competitors are backing down, you get to move up.

NOTE: Please do not confuse “marketing” with “sales”, or “marketing” with “advertising”.

Marketing, from our perspective,is everything you do. That’s it! From the “OPEN” sign, your logo, shirt, handshakes, to internal training, competitive intelligence, and strategy meetings…everything is marketing, except for sales. That is another process. Sales is what happens when your marketing works. Marketing is not an expense. Marketing is an investment. One of the most important investments you can make. Investment-spending in your long-term ROI is essential to the long-term success of your company.

CUTTING TO THE CHASE
Let’s talk this through. If you haven’t reviewed your marketing strategies in the last 6 months, we need to talk. If you haven’t adjusted your marketing to capture the new markets, and increase the revenue from existing accounts, we need to talk.

I believe we can positively impact your long-term ROI, with just a few simple adjustments to your marketing strategies. A few creative changes; some competitive intelligence; a few strategy movements..that’s it.

Our philosophy is simple too: WE LISTEN.

We are White Mountain Marketing Associates. We know that our success is based 100% on the success of our clients. I have learned a lot during my 36 years of assisting companies to make a few simple adjustments. I’d like to apply that knowledge to your company’s growth.

Let’s talk..
Randall Montalbano
Senior Advisor
White Mountain Marketing Associates
908 Town and Country Blvd - Suite 545
Houston, Texas 77024
www.whitemountainmktng.com
randall@whitemountainmktng.com
713.468.2400

Welcome to GetFoundINBound! White Mountain Marketing’s progressive new program that utilizes the new ways clients are looking for businesses, YOUR business.

Bookmark this page for more information on this program and general tips on your company’s marketing well being.