Last week I was going through several weeks worth of my notes, trying to get organized, when I came across the name and number of a woman who had contacte me about 6 weeks ago.  She had picked up my card somewhere and wanted to see if we could explore opportunities for a “business partnership.”

To me that could easily be a code word for “I want to sell you my services” so when I hear that I tend to be skeptical.  Maybe that explains why I didn’t call her for six weeks.  But I’m not one to pass up anything that might start a good relationship, so I kept her info.

At any rate, there I was with this woman’s name and number staring me in the face and I suddenly felt that I absolutely had to call her right away.  At the time I thought it was because I just wanted to get this task off my plate.

She answered after three rings, and after about 2 minutes of slightly awkward exploratory back-and-forth (including an apology from me for not calling her sooner), we managed to figure out that we actually had some very synergistic offerings.  Her company does PR and media relations, and my company does Internet marketing and web design.  It’s a good fit.  But it’s not only that… I also like her.  She’s professional and warm and we have things in common.  Remember what I always say, “People want to do business with people they like.”

I’m very excited about the potential of this new relationship.  I can see myself referring her to other small business owners I know, and she can help get me introductions to people in her network that could use my e-marketing services.

It was the best 10 minutes I’ve spent this month.  And it was all because of an urge.

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Gain even more e-marketing know-how in the E-Marketing Insider newsletter.  It comes out twice a month and is packed with usable information to help you grow your business using Internet marketing.  Subscribe today and get it delivered right to your inbox twice a month.

There’s a regular column in my favorite magazine, “Website Magazine” by a woman named Heather Lutze.  Heather is a “findability” evangelist of sorts and every month she chooses one company on which to do a Findability Makeover.

I mention the column only because it illustrates how important findability is in your business’s overall E-Marketing strategy.  My “3 Ables” mantra that I talk about all the time, starts with Findability.

However, as great as Findability is, it is just as important to think about what happens next.  Once your target audience finds you, then what?  The whole point – in a bottom-line kind of way – is to make sales.  Findability alone does not make sales.

So don’t ever be lulled into thinking you’re on your way to millions, just because your Google results are great.  Unless you think about the rest of the formula, your success will be short-lived.  Even Heather herself is a strong proponent of planning.

So make sure you have well thought-out goals and a clear strategy for achieving them.  Don’t even work on the tactics of getting your message found until you know exactly what you want your message to be and why.

You almost have to work backwards.  Develop your message first.  Your message needs to be driven by the other two of the “3 Ables” e.g. Credible and Actionable.  Then decide how you will present that message in order to support your Ables.

Then, and ONLY then, work on your findability.  Think about it as a first impression thing.  You wouldn’t go to a sales meeting with a potential customer and THEN think about what you’re going to wear or what you’re going to say.  That sounds kind of ridiculous right?

It’s just as ridiculous when you do it with your web site.  So the bottom line is:

1. Develop your marketing message.
2. Build your web site.
3. Promote your web site.

Of course I’m over-simplifying things to make a point.  You really need to think about everything before you actually do anything.  Many people equate “internet marketing” with “search engine optimization” and it’s really not that simple.  Don’t get all wrapped up in SEO and backlinking and all that until you have a solid relevant message that will resonate with your customers and make them want to buy from you.

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Gain even more e-marketing know-how in the E-Marketing Insider newsletter.  It comes out twice a month and is packed with usable information to help you grow your business using Internet marketing.  Subscribe today and get it delivered right to your inbox twice a month.

E-Marketing 101 Hands-On Workshop helps business owners focus on what’s most effective for them, and get better results with their online marketing.

Many entrepreneurs and small business owners are struggling with their Internet Marketing initiatives. There are too many choices and not enough time, and this creates lack of focus and fractured, ineffective programs. This workshop helps you change all that!

Learning in an intensive workshop environment is known to be highly effective. Classes are held for a half day, one day a week. Within 6 weeks each participant’s business will have an e-marketing system up and running and already generating new leads for them. (Just in time for the upcoming holiday season.)

Due to personal attention from the instructor, class size is limited, so REGISTER SOON. If you can’t go yourself, think about sending someone.  Your business can’t afford not to have an effective e-marketing system.

The next workshop starts September 21st and is held in Stafford, Virginia, just off I-95 at exit 143.

Get more details and register at www.EMarketing101HOW.com

Ding!  My Mac’s iCal program pops up the tickler “Time to Write Your Blog!” I say, “Oh crap, I don’t have time for this.  Now what am I going to write about?”

Like any blogger worth her salt, I keep a list of things that I think are interesting topics to write about.  The problem is, when I look at the list out of context (meaning, when I am not motivated to write) NOTHING seems interesting to me.  All I care about is getting the darn thing written so I can go back to my other work.

So here’s what I do:

1. Read my idea list and see if anything strikes my fancy.  If so, I just write about it.  I open a text program and I just start writing… anything.  It always flows eventually.  Granted, this approach usually takes longer than my allotted time (30 minutes).  But it’s better than not doing it at all.
2. I google.  I go to google (or bing or yahoo or twitter or whatever).  What are people saying about my topic right now?  My topic is e-marketing so I google that.  I can even use keyword specifiers like “news: internet marketing” and I’ll get thousands (no, actually millions) of results. I merrily scroll through and look for ideas.
3. Visit my fave blogs. I don’t read blogs religiously but I do have a handful of bloggers that I really like to check in on occasionally.  I have them in an RSS feed folder in my email program.  So I go look into what they are talking about.  If I have an opinion about what they are saying, which I usually do, I can just write a quick few comments that describe what I am thinking about that.
4. Sometimes all I have to do is remember that blogging is simply sharing my opinion.  I am considered an expert in my field, and my opinion is certainly valued by many, but it’s still just my opinion.  I don’t feel the need to be “correct” all the time.  I am simply stating what I believe or how I feel.  People who read blogs know this.  Reminding myself of this can inspire me.

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Gain even more e-marketing know-how in the E-Marketing Insider newsletter.  It comes out twice a month and is packed with usable information to help you grow your business using Internet marketing.  Subscribe today and get it delivered right to your inbox twice a month.

Got a great web site but nobody’s looking at it? Get listed in local directories.

Even if you’re not a brick and mortar business, people like doing business locally. This little trick can help you get on the local radar.

First, imagine yourself as your potential customer. Then, go to any major search engine, and start searching (still as your customer) for the products and services your business offers. Now, look at what comes up on the list. Chances are there are several local directories listed. Click on each one and get a business listing in each one.

Do this same exercise for every major search engine for at least the first two pages of results. It’s easy, and it’s usually free, and it will give your web site an almost instant boost.