Guest Speaker; LaTosha Johnson on Marketing

Today we have a guest speaking. LaTosha Johnson. We spoke to her earlier this month. She submitted an article about why your company needs to a blog. Today she is speaking to us about Marketing. Read her interview below.

Dominique Watson (DW): How long have you been in marketing?
LaTosha Johnson (LJ): I have been in marketing for almost 10 years.

DW: What type of clients do you have? Do you work with authors and writers?
LJ: The type of clients we have come from various industries and backgrounds (i.e. consultants, graphic designers, etc.). Marketing and virtual services can benefit anyone. You have to spread the word about the products and services you offer and the only way to do so is through marketing. If you plan on devoting more time to your business you need to delegate tasks that are not generating money for you. For example, a restaurant owner should not be stuck working on direct mail campaigns. They need to focus on creating more dish options for their menu. You need to outsource tasks such as direct mail campaigns to a virtual assistant. I am not currently working with any authors and writers, but would love to do so if presented with the opportunity.

DW: How important is marketing in the writing and business field?
LJ: I cannot stress enough how important it is to effectively market your abilities. Individuals must concentrate on building their personal brand. The only way people will learn about your talent is by promoting your work. In order to attract people to your work, you must create a “buzz.” You can accomplish this feat without being a pushy salesperson by demonstrating to others what makes you special by sharing what you know. One of the reasons why I feel that social networking is a great medium to use to “spread the word” about your skills is because it is not invasive. You can create a blog and share information about your industry thereby enabling you the platform and the opportunity to demonstrate that your expertise while simultaneously connecting with people who could become your potential customers. A newsletter is another option as well. Anytime someone is willing to give you their email address it is a sign that they are interested in what you have to say and it is your responsibility to make sure you do not leave them regretting this decision by producing quality content that can help those reading your articles. Social networking sites such as Twitter, Facebook, and Linked In are amazing vehicles that will help you transport your message to reach a wider audience.

DW: What should a good Marketer or PR provide?
LJ: A good marketing or pr consultant should be able to write well because you need to think of them as your partner. You must be on the same page. A good consultant should not be offended when you ask them for a solid marketing plan in how they plan to transport your message. For example, if you are hiring someone to conduct a social media marketing campaign make sure that you are given details in how this marketing consultant plans on increasing your exposure. You should be receiving reports on how many people are following your profiles and your traffic should be able reflect this as well. Companies or individuals hiring a Marketing or PR consultant must keep in mind that they need to do their part by making sure that the services and products they offer are worthy of being promoted.

DW: What are some key tools in marketing? What should a writer have when it comes to marketing?
LJ: The main concept in marketing is to connect with those people that are more likely to purchase your product or service (in this case books). The faster you realize that everyone is not your customer, the faster you will start to experience success. The tools in marketing your skills depend upon your target market. If your target market is a writer then you need to search out various forums (such as this one) where writers are more likely to join. Sites that I like to refer to as “common ground” meaning everyone regardless of industry participates on these sites such as Twitter, Facebook, Linked In, etc. are also great vehicles writers should be using to gain more exposure.

DW: Is hiring a Marketer or PR expensive? If so, how does a writer that is not financially capable of hiring a PR or Marketer market their work on their own?
LJ: Honestly, the price for hiring a Marketing or PR consultant can vary. The reason why many people hire Marketing and PR consultants is because we can gain exposure for you at a faster pace than if you were to do so on your own—mainly, because we know what techniques and tools work. If you choose to go with a large firm they will charge you more. However, there are numerous small firms that are quite capable of producing quality marketing campaigns. For example, we (TargetStars, Inc.) go out of our way to help small companies and solopreneurs and our prices are specifically designed to help those that want quality work at an affordable price (we provide hourly rates and packages). You would be surprised at how much you can accomplish by dedicating a few hours a week to your marketing. For those that are marketing on their own you can set up a blog, attend networking events, etc. You must always be on the look out for opportunities to connect with people.

Continue to always look for opportunities to connect with others and take advantage of all the online marketing tools available. You must be willing to put forth the effort to build and maintain relationships. Yes, it takes a lot of effort to do so but it is an investment with a highly favorable return—a client or new fan of your latest book. You know you have made an impression on people when they are doing the advertising for you. Word of mouth is and will always be the most effective form or promotion so you must do your part to provide content worthy of sharing.
I think info on marketing is so helpful and I believe this interview with LaTosha really helped. So many of us say "Oh I can do it myself" Sometimes it does take a professional to get us to the top.
So leave your thoughts on the interview. Let us know if this interview has given you a little more knowledge on Marketing.

Signing Off,
Dominique Watson