Panelists: (from left) Diana Costello, Teresita Krueger and Anne Ring

The 2013 Breakthrough + Bootstrappin’ Marketing Panel featured a cohort of esteemed experts, including Diana Costello, Communications Specialist and media liaison for Westchester County Executive, Rob Astorino, Teresita Krueger, Social Media Director for the Murray Hill Institute and Anne Ring, President of Heritage Communications Group.

Lisa Kaslyn, panel moderator

“The spirit of last night’s panel was meant to help our members devise a meaningful go-to-market strategy that is based on research – economic development and demographic opportunity in Westchester — demand-generation efforts and sales execution.  We didn’t overlook the perpetually popular topics of social media, but rather couched it within a more contextual marketing roadmap,” said Lisa Kaslyn, panel moderator and president of Prosper Communications.

Diana Costello on Opportunities and the State of Westchester County Economy:

• STEM subjects of science, technology, engineering and math will become even more important for the local workforce
• The top industries in Westchester are projected to be biotechnology/life sciences, health care, professional services, IT, hospitality/food/beverage and green industries
• The trend of smaller businesses and smaller offices is expected to continue in Westchester
• Resources for doing business in Westchester County can be accessed at Westchestergov.com or ThinkingWestchester.com.

Anne Ring on Strengthening Your Sales’ Muscle and Getting Past the “NO”:

1. Be your authentic self.  Be memorable, be unforgettable.  Make yourself stand out from the other salespeople who are pitching the same clients you are.
2. Know your product.  Know your competition’s product.  Know your prospect and their needs.  Do your homework.  Ask open-ended questions to start conversation.
3. Think about needs of clients before you think about your own.  Little things matter.  Make a friend and you’ll make a sale.
4. Take good care of the customers you have—they are your best source of new leads!
5. Can’t run a race without knowing where the finish line is-plan your sales goals for the month and invest in a good database management program—which will only work if YOU work IT!
6. A sterling reputation as an honest, interesting businesswoman is the best lead generator.
7. Don’t be afraid of “NO.”  It’s when people say “YES” that things happen-nothing changes when folks say “no”-just move onto your next lead.

Please mark your calendars for January 23^rd for our members-only luncheon at Webster Bank in White Plains.  Our featured speaker will be Ellen DePasquale from Constant Contact and the topic is “The Power of Email Marketing.”  Also, on February 4^th, we are hosting our annual “I Love Networking” evening soiree, at which Westchester gentlemen are invited and encouraged to attend.

Building a Pinterest Presence

By Bridget Gibbons and Ellen Downing of Gibbons Digital

Within the past year, Pinterest has become one of the largest social media networks on the web with an estimated 8.3 million users as of April 2012. Now businesses of all sizes are looking for ways to leverage Pinterest.  Marketing on Pinterest is different from Facebook and Twitter – Pinterest is all about the visual.

What is Pinterest? It’s a “virtual pinboard” that lets people share anything and any topic on the web that they find interesting and beautiful – e.g., pictures, quotes, recipes, etc. Pinboards can be used to plan weddings, decorate homes, organize favorite recipes, and more.

How can your business become a presence on Pinterest?

Here are 5 tips for getting started:

1.    Create your Pinterest page and optimize it with branding specific to your business. Add a brief description of your business, as well as its location and website. Important: Remember that Pinterest is visual so you should also upload an image to your page.

If your business is a service – i.e., you don’t have product images  – you may want to create postings such an infographic that contains useful information or a graphic with a quote or inspirational message.

2.    Know your audience and post what interests them. Research other businesses and brands and take note of their creativity including communications, blog posts and graphics when creating your Pinterest marketing plan.

3.    Post compelling material to keep your followers’ interest so they come back to your page and re-pin your posts. In addition to photos, we also suggest pinning interesting videos to your page.

4.    Add links to your pins’ descriptions giving your business the benefit of your links carrying over with your pins when users re-pin them. Since Pinterest has a 500-character limit for pins, you may want to look into using a link-shortening service such as bit.ly.

5.    Monitor your metrics by using tools such as Google Analytics to measure how much interest your Pinterest page is generating for your main website. Checking on what pins perform better than others is a good way to see what works and what you need to change when it comes to building your presence on Pinterest.

Succeeding on Pinterest isn’t necessarily about showing off your products or services directly, but rather finding creative ways to show your target market how your products and services are right for them.

In loving memory of your blogless business

Marketing and social media pro, Rhonda Hurwitz, offers an excellent recap of the discussion on her blog, “SheMeansBusiness,” including key takeaways for newbie and experienced bloggers.

With over 150 million people on the site, it is a powerful tool that will help you advance professionally, whether it’s to market yourself or your service/product or to make a career move.

98% of recruiters use LinkedIn to source talent. So, if you’re looking for a job, LinkedIn is the best way to position yourself as a desirable candidate. If you’re happily employed, you can reach thousands (and potentially millions) of people on LinkedIn as an ambassador of your company’s brand. If you’re scouting well-connected people to serve on a board for a non-profit, you can find them on LinkedIn.

I teach weekly seminars on using LinkedIn for nearly every professional situation, and here’s my best advice:

Be Open to Sharing Your Professional Information, But Stay In Control

If you’re a Baby Boomer like me, you probably have legitimate concerns about your privacy on the Internet. But the reality is that you’re going to have to let it go and adapt. LinkedIn gives you almost complete control over how your personal information is displayed, but in today’s business environment, you have to be at least somewhat visible to stay competitive.

Reach The Magic Numbers for Connections and Profile Length

Connect with at least 65 of your professional contacts and aim for 100% profile completion. Experts consider those the magic numbers that guarantee your profile will be optimized in search results.

Post a Friendly, Professional Profile Picture

Choose a profile picture that’s truly looks like you when you look your best. Professional headshots are encouraged, but not required, so long as you seem approachable. Be sure to pick a photo that you’re smiling in – people generally want to work with someone who they think they’ll like.

Be a Giver

Write an unsolicited recommendation to someone least expecting it.  Connect people to each other if it can help them.  It will come back to you in spades.

Don’t Overdo It

When you first join LinkedIn, you might get caught up in searching for people you haven’t seen in ten years, looking at profiles, and just playing around on the site. The amount of available information is pretty amazing, but it can really suck you in.  Try not to spend more than an hour a day on it.

Get in Front of People

LinkedIn is a phenomenal tool that enables us to get offline and build in-person connections. Don’t be afraid to pick up the phone or send a message and arrange to meet.  There is nothing better than face-to-face communication.

Your Daily, Monthly, and Weekly LinkedIn Strategy

Daily

•    Check the updates on your homepage.
•    Look for possible new connections, groups to join, updates from companies you follow, profile updates, and people you may know.
•    Check on any group discussions and updates.
•    Post a status update every two to three days, and keep it professional.

Weekly  

•    Recommend a colleague, manager, direct report, or client.
•    Share an article.
•    Research your connections – stay connected (be in touch).
•    Send a contact a request for an informational interview or informal networking meeting.

Monthly  

•    Review your profile. Make sure the summary, expertise, and professional experience sections are up to date, compelling, and grammatically correct.
•    Review your group memberships. Make sure that they retain value to you.  If you’re getting too many emails, you can change the settings and stop the emails from appearing in your inbox.

Anita Greenwald is currently the Program Coordinator for UJA Federation of NY’s Connect to Care at WJCS.  You can check out her profile at www.linkedin.com/in/anitagreenwald,  or find her on Twitter – @AnitaGreenwald.

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Cathy Wilke, Freedom & Fulfillment

Business is built on relationships.

Good marketing creates those relationships.

Really good marketing actually touches the heart of the potential client/customer.

Great marketing makes the person feel so seen and understood that they never want to leave.

We all get the opportunity to connect with people whether it’s in-person, through e-mail, or on Facebook or Twitter.

Yet, I see so many business owners wrapped up in getting their message out to as many eyeballs as possible and using social media as a billboard/megaphone for their business that they’re missing the opportunity that social media provides to really make a connection.

You know when you meet someone for the first time and they ramble on about themselves incessantly without even asking you anything about yourself?  Well that’s how a lot of people–too many people–are showing up on social media.

It’s a Bad Scene Out There

In the old days, you met someone at a networking event and if you wanted to follow up with them, you either e-mailed them with a note saying it was nice meeting them and asked for another meeting or you called them saying basically the same thing.

Etiquette is Out the Window

Now after having a nice conversation with me at a networking event, you add me to your list and send me your newsletter.  No personal note, no acknowledgment that you know who I am or that we’ve spoken–I’m just number 287 on your list.

Hey thanks, just what I wanted, another newsletter in my inbox.

So instead of using the opportunity to deepen the relationship with me, I’m now just part of the herd.

And how do you think I’m going to respond to that?

Not that well, that’s for sure.

I might have offered to help you promote that event you were telling me about at the networking event we met at, but since you’re only interested in me because you want my attendance, then why should I put myself out for you when you’re clearly only interested in your own agenda?

I found your company on twitter and started following you.  You followed back.  I watch your tweets, I like what you’re doing.  You decided to randomly send me your newsletter.

I unsubscribed and now I’m no longer following you.

Jamming your stuff down people’s throats does not make them want to like you.

The Rules of Engagement are simple.

• It’s not a numbers game.
• One person with passion is better than 40 people merely interested.
• If you care about people, they’ll care about you and your business.
• It’s not about you, it’s about them. (And I can’t stress this enough)
• Creating connection and being of service are the goals–getting clients and making money are the outcome.  There’s a difference.

I have so much more to say about this but I’m going to leave it here for now.  I’ll talking about how to really engage a community around your business using Facebook, Twitter, Blogging and Newsletters on February 15th at Professional Women of Westchester’s “You, Your Business, Only Better” luncheon series.  I’d love to see you there.

In the meantime, come and share your experiences both positive and negative with being marketed to on-line and off (at networking events) on the Freedom and Fulfillment Facebook page:  https://www.facebook.com/FreedomandFulfillment

Hopefully it will help to raise awareness about how to make connections and build relationships.

Maybe together we can save the world from receiving unwanted newsletters.

How’s that for doing a service?

Cathy Wilke is president of Freedom and Fulfillment. She is a Business Alchemist and Holistic Business Coach. Cathy helps holistic practitioners and entrepreneurs market their businesses with Fierce Authenticity.  For more information, reach her at www.FreedomandFulfillment.com.

Barbara Weltman

If you’re like most business owners, you don’t enjoy talking about taxes. But you should do it anyway because it’s good for you. The talk can save you more of your hard-earned money and keep you out of trouble with the government.

Talking with a CPA or other tax advisor is a great step for you do take. And the cost of the advice and other assistance is tax-deductible. But it’s only a partial solution for dealing with taxes related to your business. You, and not your advisor, make business decisions every day that have important tax implications, so you have to understand and factor in the tax cost or savings in each choice you make. For example, should you own or lease a car?  Should you hire a new employee or outsource the work? How can you enable your staff to pay for commuting or health care on a pre-tax basis?

Some things you might want to think about:

• The best way to get the help you need for your business without triggering problems with the IRS, the Department of Labor, the NLRB, or state unemployment departments.
• Ideas for obtaining the health coverage you and your staff needs without going broke.
• The most suitable retirement plan to use so you can save for the future on a tax-advantaged basis.
• The right and wrong (tax) way to look at a home office.
• Which apps can help you meet tax obligations and save you time and worry.

Let’s talk taxes…on Wednesday January 25 at the Professional Women of Westchester luncheon. Bring your tax questions with you. There’s a drawing for a copy of my book, J.K. Lasser’s Small Business Taxes 2012. And you might just come away with an idea or two that will save you money on your taxes.

Barbara Weltman is an attorney, prolific author with such titles as J.K. Lasser’s Small Business Taxes and The Complete Idiot’s Guide to Starting a Home-Based Business, and trusted professional advocate for small businesses and entrepreneurs. She is also the publisher of Idea of the Day® and monthly e-newsletter Big Ideas for Small Business® at www.barbaraweltman.com and host of Build Your Business radio. She is a member of Professional Women of Westchester and has been named one of the 100 Small Business Influencers for 2011. Follow her on Twitter @BarbaraWeltman.

By Lisa Kaslyn

It’s that time of year when New Year’s resolutions are set in motion, and many of us girls vow to get our groove back and rein in those dangerous curves.  Fear not, ladies, you CAN do this and PWW president and board members, Jamie Imperati, Rose Colonna and Lisa Kaslyn are sharing their secrets to weight loss success.

Jamie Imperati

Jamie’s Weight Loss Success Story:

“After having two children and adding 20 pounds, I decided to do something about it. Now, did I mention I have two kids? (chuckle). That said, I don’t have time to exercise! I wish I did. You would think that running around after two toddler boys would burn some calories, but it hasn’t. So, here is what I decided to do:

• Stopped finishing all my kids’ scraps – that extra piece of grilled cheese, muffin or pancake, really started to make an impact on my tummy and thighs. So, instead of putting it in my mouth, I gave it to our dog
• Drink at least 32 ounces of water (most days 48 ounces) each day
• Eliminated bread from my diet. Now, this is a really hard one because my father-in-law delivers Italian bread for several Arthur Avenue bread companies, and I find bread hanging on my front door knob a few times a week, but I did it.

Eliminating the bread, scraps and increasing my water intake has allowed me to lose 13 pounds since September. I realize this isn’t a huge weight loss over a 5-month period, but I see a huge difference. I am more comfortable in my clothes, and people have noticed the change. I feel better about myself and my goal this spring is to incorporate exercise into my daily routine. Wish me luck!

Rose Colonna

Rose’s Weight Loss Success Story:

“I went on the Dukan Diet.  Dieting is all about what will work for you and become a way of life.  A friend of mine tried the diet and was successful, so I decided to give it a try.  It was an easy diet to follow and easy to maintain.  It’s a protein based diet with alternating days of protein only and protein and vegetables.  I lost 35 lbs., and have been able to keep it off since September.”

“With other diets, it’s always been challenging for me because I go out often socially and attend many networking events.  With Dukan, it’s obvious what a protein is, so it’s easy to know what to eat on those occasions.  Considering I was on the diet between September and December, it’s amazing to me how the weight just fell off – even during the holidays.  I never denied myself a glass of wine or champagne.  I had fun without feeling deprived and it’s a new way of life for me.  I can go “shopping” in my own closet again!”

Lisa Kaslyn

Lisa’s Weight Loss Success Story:

“I felt like I woke up one morning and someone pumped me up with fat!  Where did it come from?  How did it get THERE?!?  Suffice to say, I was disgusted and depressed about the way I was looking.  I used to be a thin avid bike rider and walker.  Then I moved up to the “country,” had another child and slowly, but surely, bad habits took hold and I gained about 15 pounds.

“I was doing a lot of thinking about change, but not a lot of doing and then I got reconnected with someone from the past who had become a weight loss coach.  She also sold HCG with her partner, who is a pharmacist.  She suggested I go to her website to learn more about the HCG diet and think about giving it a shot.”

“Honestly, I was skeptical, and if I hadn’t known Roxanne before, I probably would never have considered this, but I did and I lost 10 pounds in three weeks!  The program takes a total of six weeks.  I started in early November and by Thanksgiving I lost the weight.  The first three weeks include taking HCG drops sublingually twice a day and maintaining a strict 500 calorie/day diet.  Because the HCG works in your body to release abnormal fat for energy (between 1,400 – 4,000 calories/day), you’re not starving and women lose an average of between a half a pound and one pound per day.”

“In the maintenance phase, you stop taking the drops and increase your caloric intake to 1,500/day.  After that, you’ve essentially reset your metabolism, so your body actually fights to stay at the new weight.  Pretty cool, huh?  I’m eating what I want, but I want and crave much healthier, whole foods.  I rarely eat bread or starches and I think that is the big difference.  My clothes fit better and I’m so much more comfortable.  This week, I start a fitness challenge with All-Out fitness in Mahopac – now to build some muscle!  Good luck, ladies!”

Blog author, Lisa Kaslyn, is principal of Prosper Communications.  Her company specializes in search optimized communications, including public relations, content marketing and journalism, search engine optimization, social media and local-mobile marketing.  Her integrated programs generate traditional and digital media exposure that is designed to increase web traffic and Google ranking for her clients. For more information on Prosper Communications go to www.ProsperComm.com or email Lisa@ProsperComm.com.

This blog has been developed so we can continue a dialogue and help each other perfect our networking skills and grow our businesses.

As we announced this week, we’d like to enrich the experience we present to you via speakers and education.  That said, our posts will align with subjects that are being discussed by our monthly speakers and you!

Please get in touch with Lisa Kaslyn, PWW Communications Director, lisa@prospercomm.com, to discuss your participation in our blog series.

In the meantime, please tell us what you think and how you envision our blog in a way that is valuable to you and your business.  Please post your comments below.

Cheers & Happy New Year!